How To Guides: Content Marketing

  • Why it pays to skip the form (and embrace chat)

    …Don't force your audience to leap over hurdles to get the content they want. Columnist Andrea Lehr discusses the downsides of gated content and explains how chatbots can help. Please visit Marketing Land for the full article. …

    Marketing Land- 11 readers -
  • Storytelling for action: Why brands need to tell a complete story

    The sole predictive factor for the success of Super Bowl ads is the degree to which they tell a complete story. So concluded marketing professors Keith Quesenberry and Michael Coolsen, based on their two-year study published in the “Journal of Marketing Theory and Practice.” While this is a reassuring affirmation of the power of narrative in a marketing setting, it begs the ...

    Peter Minnium/ Marketing Land- 15 readers -
  • 3 reasons I deleted your cold outreach email

    … I’ve dedicated thousands and thousands of words to the value of outreach for your content marketing strategy — so much so that I’ve now found myself on the receiving end of pitches. And boy, has it been eye-opening (although you only need to look at @SmugJourno on Twitter to see that). A positive relationship between your outreach team and key…

    Marketing Landin EMail Content- 14 readers -
  • Why choosing a niche helps you produce better content

    … know anything about cars, how much will your readers benefit? Will they learn anything new from you — or in the end, will they feel like their time was wasted by reading a piece of content that told them nothing? Have you ever read a blog post and felt like it was a complete waste of time? What was your reaction? In content marketing, it’s important…

    Rachel Lindteigen/ Marketing Landin Content- 16 readers -
  • How to personalize content for locals

    … website. To create powerful brand templates, determine what details should remain consistent and where the “filler text” should give smaller teams decision-making power. Template models can be applied to website content, social posts, event planning, email marketing campaigns and local sponsorships. Even the NHL is adapting to templates…

    Marketing Landin Content How To's- 20 readers -
  • 25 promotion tactics to ensure people actually see your content

    … to target new markets, content should almost always be promoted, heavily, through a mix of organic and paid distribution channels. “Everybody believes the content they produce is going to change the world of everyone. They believe it is going to be groundbreaking, changing world initiatives,” Thierry Campet, global head of marketing communications…

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

    … are created equal Setting realistic expectations should be a priority when outlining any content marketing strategy, but with a little research you’ll discover that engagement levels are not the same across the board. In an analysis of more than 300 content marketing campaigns, Moz and Fractl (my employer) discovered that while the average campaign…

    Marketing Landin Content- 20 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- 15 readers -
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