Economics Of Content Marketing

  • Content monetization, brocial media, and the role of love in business

    … you in to facilitate a workshop for our company. We’re starting to develop a new content marketing strategy and I want you to guide this for us.” Now this is the interesting part. I had never met this man or even corresponded with him before. But he had read my blog for years. And that led him to my book The Content Code, and ultimately this phone…

    {grow}in Content- 27 readers -
  • How to create a winning strategy with crappy content

    … finest because he brings up an ugly topic we choose to ignore — that swarming the web with content — maybe even crappy content — is a legitimate strategy. It’s a topic I’ve covered in The Content Code book and in a recent podcast episode — when you get it down to it, the best content marketing strategy is to create “Content Shock” for your competition…

    {grow}in Content How To's- 23 readers -
  • Social media giants tighten their grip on small content producers

    …. The newest social media giant to limit one’s content marketing is the video platform — and second biggest search engine — YouTube. The platform has become more strict on how videos are allowed to make money. Within a couple of days of the announcement, many YouTube stars with millions of subscribers have lost the ability to monetize their videos…

    {grow}in Content Facebook Twitter YouTube- 25 readers -
  • Does every business need content marketing? A reality check.

    … This week I came across a quote from a speaker at the Content Marketing World conference: “Content marketing works every time, for every business, in every industry.” Another well-known guru recently wrote: “It is impossible to rise above the noise in business today without a content marketing strategy.” And I saw this quote shared on Facebook…

    {grow}in Content- 13 readers -
  • A new process to quantify content marketing success

    … “MEASUREMENT” is the number one challenge for almost any marketer today. Do we try to attach the results of our efforts to awareness? Traffic? Sales? … or something else? How do we demonstrate value? This post explains an exciting new opportunity for content marketing measurement. Just a few years ago, Internet content was a novelty…

    {grow}in Social Content- 25 readers -
  • Case study: Social media engagement as a point of differentiation

    …, generosity, and helpfulness. Brian and Rachel run The Goulet Pen Company, an online store that sells fountain pens, paper, ink and wax seals (don’t you just love the irony here, marketing and selling such ‘old school’ items via the internet?). The thing is, Brian and Rachel understand social media and content marketing – indeed, marketing…

    {grow}in Social Content- 17 readers -
  • A solution to the content marketing measurement puzzle

    … the notion that your boss might be right! Advertising works. Still, there is a place for social media and content marketing in most businesses so let’s tackle this question in a new and meaningful way. What I want to propose today is that your success might not be determined by WHAT you measure but also WHEN you measure it. What you measure and how you…

    {grow}in Content- 21 readers -
  • Polish up your best content to drive content marketing value

    … are shrinking. Simple economics. According to Forrester, 50% of content from enterprises is not even being used. Some research has determined that on a B2B site, as much as 80 percent of the content is never seen! Schaefer goes on to say that successful content marketing actually creates content shock for your competitors. If you have tons…

    {grow}in Content- 12 readers -
  • Do People Trump Content in Marketing?

    … executives recently involved in significant business purchases. Now if you live in the world of B2B marketing, you have been inundated with statistics for the last four years claiming sales is being disintermediated by today’s empowered buyer, with statistics like “57% of the buying process is complete before a buyer talks to sales” or “70…

    Eric Wittlake/ {grow}in Content- 15 readers -
  • The art and science of developing an enterprise content strategy

    … A few months ago, Kevin Green left his job at a marketing agency to become executive director of Marketing, Digital Strategy & Innovation for Dell. There are few companies that are more serious about serving customers through a diverse content portfolio than Dell is. But how does a company develop a comprehensive content strategy…

    {grow}in Social Content- 15 readers -
  • Why customer personas may be an outdated marketing technique

    … “When my head is in the typewriter the last thing on my mind is some imaginary reader. I don’t have an audience; I have a set of standards.” - Don DeLillo A few weeks ago here on {grow} I ran a piece by Rob Petersen explaining the value of working with “customer personas” to develop a content marketing plan. In fact, he provided 31 great…

    {grow}in Content- 9 readers -
  • The business case for content marketing consistency

    … Today I am going to explain the importance of content marketing consistency but it is going to come from an unusual place, a young Korean woman. This outstanding person was one of my favorite employees when I was in the corporate world. She was such an impressive young woman. Poised, savvy, articulate, with two advanced degrees from national…

    {grow}in Content- 12 readers -
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