Content Marketing Column

    • 25 promotion tactics to ensure people actually see your content

      When UBS launched “Unlimited” last year, the bank was excited to explore the new possibilities that could be opened up with content marketing. Now, the team is cutting their content budget by 10 percent. What happened? What went wrong? UBS overlooked the engines of content marketing: promotion and distribution. The firm isn’t alone.

      Marketing Landin Social Content- 17 readers -
    • 5 reasons to create content outside your niche

      “Tangential content.” It’s a phrase my team loves — in large part because it’s typically used when we’re having a discussion about a viral hit — but we’ve found it’s something not a lot of people are familiar with, particularly clients. So what is it? If you’re in a niche vertical that doesn’t have wide appeal on its own, exploring ideas outside of your core focus is a sur ...

      Marketing Landin Content- 20 readers -
    • Personable is profitable: A case to rethink your content marketing strategy

      It’s no secret that a well thought out content marketing strategy can boost a brand’s visibility. If executed properly, it generates leads and has a positive effect on ROI. However, many businesses still struggle to utilize content effectively. Here, I’ll explain the value of being relatable and provide three suggestions to make your content more personable and profitable.

      Marketing Landin Social Content- 16 readers -
  • How to personalize content for locals

    … League Baseball, which also has a centralized app. But for hockey fans, this new, nationally focused messaging wasn’t always a good fit. As I pointed out in my last column on local launches, scaling content while retaining personalization is a pesky problem for many brands, from small startups to national franchises (and sports leagues, too, apparently…

    Marketing Landin Content How To's- 17 readers -
  • Branded storytelling: Capitalizing on moments that matter

    … — with its blockbusters, music festivals, sporting events and other key cultural moments — is branded storytelling. Branded bad For each article questioning branded content, two more hail it as the future of marketing. A quick “branded content” search yields 6,420,000 results, with countless bylines promising highly sought clarity. The industry’s confusion…

    Peter Minnium/ Marketing Landin Content- 14 readers -
  • D’oh! Three common content promotion mistakes

    …. The newsworthy angle came from the fact that the project proved that the nicest hotels are actually the dirtiest — a fact any hotel guest would love to know. 3. Forgetting to set goals and other success metrics A comprehensive content marketing strategy should always include ways to measure success, and this is particularly true when it comes to outreach…

    Marketing Landin Content- 13 readers -
  • Why content matters (no matter what type of marketer you are)

    … No matter what kind of marketer you are, content matters. The reasons for this are manifold. Yes, there’s content marketing, which has long been called the “new black” in the marketing arsenal. Content marketing has risen to prominence for a slew of very, very good reasons. It’s customer-centric, rather than sell-centric. It’s about you rather…

    Rebecca Lieb/ Marketing Landin Content- 21 readers -
  • Where is the best place to post your content?

    … to determine where it should go. Program goals could be: Brand awareness Lead generation Keyword rank improvement Site traffic increases There are other goals we could be working toward, but in my experience, most content marketing programs seem to focus on one or more of those four areas. If your goal is brand awareness or lead generation, then posting…

    Rachel Lindteigen/ Marketing Landin Content- 18 readers -
  • The podcast option: How audio content can help build a B2B business

    … For B2B marketing, I’m a big believer in focusing on the one or two primary content vehicles for your brand. Some focus on a stellar email newsletter. Others work toward industry-leading blog content. Some create webinars. And others use podcasts. This doesn’t mean putting all of your eggs in one basket. A newsletter can be used to push out…

    Marketing Landin Content How To's- 15 readers -
  • The keys to activating content across multiple channels

    … Sometimes when we think of content marketing, we fall into the trap of understanding it solely as a limited set of strategies to create engagement and improve our search ranking. This sort of thinking can limit marketers’ ability to make the most out of content, and can even cause us to misappropriate our time and resources. However, marketers…

    Jim Yu/ Marketing Landin Content- 16 readers -
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