Content Marketing Column

    • User intent: Why organic content trumps social media

      I recently presented content marketing workshops to two clients in different states. Each company had a large staff of writers to produce online content, and each approached content differently: Organization A Organization B Seasoned journalists Young professionals with minimal writing skills Writing content with academic tone Writing content with friendly tone Publishing hig ...

      Marketing Landin Social Content- 14 readers -
    • What can your industry achieve with content? Here are results across 15 verticals

      Whether you’re just getting starting with a content marketing strategy or you’ve been at it for a while, determining what success looks like can be tricky. Managing expectations about what your industry can achieve with content is crucial. For example, if you’re creating content for a universally loved topic, like travel, your content is probably going to have greater potent ...

      Marketing Landin Content- 11 readers -
    • How to market to developers without causing dis-content

      Look at the website of any business selling enterprise services or technology, and I’m certain you’ll find libraries of e-books, white papers and other content for download. Fill out a form that asks for your name and email address to get access to all the PDFs and infographics you’d like. Ideally, you’ve found information that helps you get new insight into a strategic chal ...

      Marketing Landin Content- 17 readers -
  • Invaluable B2B marketing hacks we can learn from publishers

    … the key points. This power of visualization may seem obvious, but it’s constantly missed. It might be because it can take time and talent to develop compelling visuals. In my experience as a marketing exec, this is essential and worth the investment to include in your B2B marketing arsenal. The fact is, content with relevant images gets 94 percent…

    Marketing Landin Content- 7 readers -
  • Global content marketing: It’s gonna be big!

    … For the past few months, I’ve been interviewing content marketing executives at global enterprises about the challenges and opportunities they face when trying to scale up single-country or regional content marketing efforts to take them worldwide. (I’ve also been helping some brands build the strategies to make this happen.) Here’s an advance…

    Rebecca Lieb/ Marketing Landin Content- 11 readers -
  • 5 ways to use personalized video in your next marketing campaign

    … a marketing KPI, and I’ll bet you video makes it better. Open rates, click-through rates, conversion rates, lead generation — the use of more visual and engaging content boosts them all. It’s no surprise, then, that personalized video delivers the benefits of both tactics, plus some. We see more and more businesses doing it every day. Influitive…

    Marketing Land- 12 readers -
  • Here’s why bloggers give up (and how you can stay on track)

    … stand a much better chance of staying the course. Some opinions expressed in this article may be those of a guest author and not necessarily Marketing Land. Staff authors are listed here. About The Author Timothy Carter is the Director of Business Development for the Seattle-based content marketing & social media agency, AudienceBloom. When Timothy isn't telling the world about the great work his company does, he's planning his next trip to Hawaii while drinking some Kona coffee. …

    Marketing Landin Content Blogging How To's- 15 readers -
  • 8 best practices for contextual campaigns

    … service, social or mobile), then spread more broadly through the organization. Education, knowledge-sharing, agility and empowerment are essential to spark thought and experimentation. Content strategy As with every other form of marketing, content is foundational to context. For contextual campaigns, content strategies must be significantly expanded…

    Rebecca Lieb/ Marketing Landin Content- 12 readers -
  • Is your content share-worthy? 4 questions to ask

    … Getting your content picked up by heavy-hitter publishers feels like you’ve struck the content marketing jackpot. You rolled the content creation dice in your hot little hand, threw them down the internet’s green felted table and landed the winning combination to rake in shout-outs from high-rolling digital influencers. This will undoubtedly…

    Marketing Landin Social Content- 9 readers -
  • How to get more mileage out of the content you create

    … investment to both create and consume them, hence the need to provide great value in them. Derivative content: Shorter content across a number of channels that casts a wider net. Derivative content is much more efficient to produce than tent-pole content and represents the core of the “using every last piece of the bison” approach to content marketing…

    Marketing Landin Content How To's- 11 readers -
  • This major content marketing benefit is worth the wait

    … If you sink enough money into most marketing tactics, you’ll see nearly immediate results. Since content marketing is often an exception to this rule, many marketers mistakenly think their content strategy is ineffective if results don’t come quickly. Content marketing is not a quick fix. If you’re just beginning to execute on a content…

    Marketing Landin Content- 17 readers -
  • Content Audit 102: leveraging data and adjusting strategy

    … the big questions? What topics are the top posts about? Are there images? If so, how many? Are there videos? Are the posts about trending topics, research? Are they controversial? Were the posts shared across all social channels? Was the content the same or customized for each channel? Is there a difference in word count or readability for the posts…

    Rachel Lindteigen/ Marketing Landin Content- 10 readers -
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