How to Create Relevant Marketing Content for B2B MarketingMLT Creative
Content is a key part of the foundation to becoming an effective B2B inbound marketer. Combine great content with SEO, social media, lead nurturing, measurement, and analysis to get the job done for your business!
Content marketing has given small businesses in Cyprus the opportunity to become their own publishers of news and content. It has leveled the playing field between small and large businesses due to the fact that it’s now affordable for all of us to publish and curate content. But the challenge that many businesses usually face is finding the time and developing a mindset to create a consistent flow of new, interesting information.
The B2B Marketer's Lead Generation Field GuidePascal Bourhis
1) The document discusses various content marketing techniques for generating qualified leads in B2B marketing. It emphasizes the importance of creating quality, useful content tailored to the ideal buyer persona.
2) It also stresses testing different content formats and distribution channels to see what generates the most valuable leads rather than just traffic. Both gated and ungated content have roles to play, and personalizing the customer experience is important.
3) In addition to content marketing, the document advocates for using a mix of inbound and outbound marketing techniques like paid advertising to reach buyers who are actively searching for solutions.
Content marketing is creating and sharing relevant content to attract and engage a target audience in order to drive business objectives like sales or brand awareness. It involves publishing content like blog posts, videos and social media posts that provide value to the audience without directly selling to them. The goal is to position the brand as an expert, build trust and loyalty so customers will ultimately engage with the business.
The document discusses content marketing strategies and tips for B2B companies. It provides advice from various experts on developing compelling content to attract and engage prospects. Key tips include focusing content on buyer personas at different stages, telling your company story through customer insights and problems solved, and creating content in multiple formats tailored to online consumption. The overall strategy discussed is using consistent, valuable content to build trust and loyalty with customers over time.
The document discusses how to create content that is visually appealing and intellectually stimulating. It recommends focusing on capturing audience attention with visually appealing images, engaging readers intellectually by allowing them to learn and take action, forming a connection by finding something audiences are passionate about, producing original ideas, combining new uses of media, creating depth that challenges audiences to think and learn more, and applying these pillars while understanding the target market.
How to Create Relevant Marketing Content for B2B MarketingMLT Creative
Content is a key part of the foundation to becoming an effective B2B inbound marketer. Combine great content with SEO, social media, lead nurturing, measurement, and analysis to get the job done for your business!
Content marketing has given small businesses in Cyprus the opportunity to become their own publishers of news and content. It has leveled the playing field between small and large businesses due to the fact that it’s now affordable for all of us to publish and curate content. But the challenge that many businesses usually face is finding the time and developing a mindset to create a consistent flow of new, interesting information.
The B2B Marketer's Lead Generation Field GuidePascal Bourhis
1) The document discusses various content marketing techniques for generating qualified leads in B2B marketing. It emphasizes the importance of creating quality, useful content tailored to the ideal buyer persona.
2) It also stresses testing different content formats and distribution channels to see what generates the most valuable leads rather than just traffic. Both gated and ungated content have roles to play, and personalizing the customer experience is important.
3) In addition to content marketing, the document advocates for using a mix of inbound and outbound marketing techniques like paid advertising to reach buyers who are actively searching for solutions.
Content marketing is creating and sharing relevant content to attract and engage a target audience in order to drive business objectives like sales or brand awareness. It involves publishing content like blog posts, videos and social media posts that provide value to the audience without directly selling to them. The goal is to position the brand as an expert, build trust and loyalty so customers will ultimately engage with the business.
The document discusses content marketing strategies and tips for B2B companies. It provides advice from various experts on developing compelling content to attract and engage prospects. Key tips include focusing content on buyer personas at different stages, telling your company story through customer insights and problems solved, and creating content in multiple formats tailored to online consumption. The overall strategy discussed is using consistent, valuable content to build trust and loyalty with customers over time.
The document discusses how to create content that is visually appealing and intellectually stimulating. It recommends focusing on capturing audience attention with visually appealing images, engaging readers intellectually by allowing them to learn and take action, forming a connection by finding something audiences are passionate about, producing original ideas, combining new uses of media, creating depth that challenges audiences to think and learn more, and applying these pillars while understanding the target market.
6-Step Guide to B2B Content Marketing that WorksLinkedIn
70 percent of marketers report that they plan
to produce more content this year than last
year. At the same time, only 30% rate their
efforts as “effective” or “very effective.”
That means a lot of us still struggle with the
marketing aspect of content marketing. Use
the 6 steps in the following slides as a
blueprint of how to build a content strategy
that produces measurable results.
Lucas has 7 years of experience in sales and marketing. He is currently pursuing a degree in digital marketing from Full Sail University. Lucas has skills in areas like WordPress, Facebook ads, and retail salesmanship. His goals are to land an entry-level remote digital marketing job upon graduation, start his own marketing agency within 5 years, and own a large media company within 20 years. He plans to achieve these goals by developing his technical and soft skills, attending industry events, and growing his professional network.
This document discusses strategies for creating content on a lean budget. It recommends crafting the perfect content team by designating chief content officers and managing editors. It also suggests leveraging internal subject matter experts, partners, customers, thought leaders and incentivizing internal contributions. The document then discusses content planning, including creating buyer personas, buyer journeys, themes, and mapping content to sales funnel stages. It provides ideas for content creation and recommends the "turkey dinner" approach of slicing one large piece of content into many smaller assets like videos, blogs, and infographics to get more value from existing content.
The document discusses the 4 steps to content marketing enlightenment:
1) Egocentric: Product Out - Marketers focus on promoting their own products through content.
2) Egocentric: Content Out - Marketers create content with buyers in mind but only share their own perspectives.
3) Market In - Marketers incorporate other voices and perspectives by curating third-party content.
4) Enlightenment - Marketers think like industry analysts by proposing new ideas, conducting research, and focusing on high-quality, valuable content over quantity. Enlightened marketers also carefully curate third-party content to add value for their audience.
Mel feller discusses brand strategy 101 and how to nail down your missionMel Feller
Mel Feller asks the question of “What do your customers think when they hear your business’s name?” In addition, “What’s your business’s purpose, beyond making a buck?”
Mel Feller has been in business for more than 40 years and understands the fact that your “brand” is so much more than the products and services you offer and the logo you’ve designed for your website or storefront. A company’s brand is the collection of positive and negative associations that it has earned in the marketplace over time—for better or worse.
Brand affinity is the emotional connection that consumers have with your brand, based on shared values. Building brand affinity is important for fostering loyalty and trust from customers. Furthermore, strong, effective branding will give you a way of standing out from the crowd, helping customers find you and encouraging them to engage with your brand.
The Art And Science Behind Killer ContentRob Bonham
Whether you are an in-house or agency marketer, strategic content development is crucial to drive qualified web traffic that converts. Learn how to develop strategic content backed by data to drive SEO success and beyond.
Originally presented at WordCamp Riverside 2019 by Michael Tesauro (slides 1-9) & Rob Bonham (slides 10-19)
https://2019.riverside.wordcamp.org/session/the-art-science-behind-killer-content/
Branding overview along with general information about inbound marketing and social media and SEO tips. This goes alongside a presentation by Advokate at SUNY Adirondack on Monday, March 21, 2016. Contact Advokate, LLC, with any questions, or to schedule a marketing consultation! www.advokate.net
Introducing Content Marketing- The New Face of Digital Marketing. Inside this eBook, you will discover the topics about what is content marketing, why content marketing, types of content marketing, curating vs. creating content, use content to get social media.,leads and content marketing.
Admit it; colleagues value your leadership and expertise, and as a connoisseur of your craft you relish the idea of contributing to your company’s blog and being apart of a strategic blogging process. But crafting purposeful posts on a regular basis can seem like a monumental undertaking for a busy business owner.
Having compelling and relevant content is indeed very important, and there are different ways to determine what content to create. But that’s only part of the picture. In this eBook, we are going to explore how to use your content to generate high quality leads. In the following pages, you’ll learn how to revolutionize the way you build, execute and measure your content marketing strategies
using Microsoft Dynamics CRM by creating a collaborative and complete content marketing campaign.
A 10 Step Blueprint To Content Marketing SuccessNewsCred
58% of content marketers plan to increase their budgets to create more content over the next year. If you're one of those marketers that's great, but do you know where to start? How do you create a team, plan to create great content, and scale it efficiently? We created the "10 Step Blueprint To Content Marketing Success" for marketers who are considering a content strategy and those who already have a content marketing system in place but are struggling with the strategy and process.
How To Boost Engagement With This Content Marketing Checklist in 2021Nishagoyal40
The document provides an 11-point list of strategies for expanding a company's content marketing efforts. It discusses understanding the target audience, creating engaging content, developing a flexible work plan, using visually appealing images, generating trending content ideas, strong copywriting skills, search engine optimization, social media planning, content marketing tools, optimizing content for search engines, and promoting content. The overall goal is to provide value to customers through relevant and high-quality content while driving traffic and engagement.
The document provides an overview of content marketing and its importance for businesses. It defines content marketing as creating and distributing valuable content to help prospects make informed decisions. The document discusses how content marketing can help businesses stand out, reach prospects directly, and nurture leads through various stages. It also highlights the importance of identifying target audiences and measuring the impact of content marketing strategies.
Slide deck from the Digital Matter video tutorial series on content marketing: how to think as a marketer and not as a blogger when designing a marketing strategy based on content.
Constructing a Winning Inbound Marketing Blueprint for ManufacturersJanalee Silvey
This document provides an overview of inbound marketing strategies for manufacturers in 2017. It contains contributions from 23 marketing agencies with experience in the manufacturing industry. The document includes sections on inbound marketing, lead generation, reporting and ROI, and a conclusion. It provides tips on developing compelling content, buyer personas, and website optimization to attract and convert leads through inbound tactics.
Built for the complex sales cycle, blogs are becoming essential tools for business-to-business marketing that can help you interact, engage, and actually build an emotional connection with you prospects.
Note: This eBook is a collaboration (2 of 2 in series) between MLT Creative and Mark Schaefer of Schaefer Marketing Solutions.
Introducing the ultimate content marketing ebook. The NuSpark Marketing team of b2b content directors contributed their thought leadership the book. Learn best practices on how content generates quality leads and sales.
How to Multiply the Effects of Your Inbound Marketing ProgramC.Y Wong
This document discusses how to amplify the impact of an inbound marketing program. It explains that while inbound marketing alone can drive some traffic and leads, it is not sufficient as a standalone strategy and must be incorporated into an overall marketing mix to see bottom-line results. The document outlines some common misconceptions about inbound marketing, such as focusing too widely, not reaching decision makers, and facing diminishing returns. It stresses that the right content must be shared in the appropriate places and tailored to prospects' needs at different stages in the buying cycle.
Content Marketing Explained: Theory and Real Life ExamplesRachael Wachstein
If you're tired of all of the "experts" and their content marketing theories, this no nonsense presentation is for you. Learn how franchise systems can leverage content marketing for franchise development and unit sales. The presentation will take you from the big picture overview of the content marketing process to real life examples that will help you realize a content strategy that will work for your system.
The document discusses the benefits of blogging for both personal and educational use. It notes that blogging allows one to establish an online presence, share content and ideas, engage with others through discussion, and integrate other technologies. Blogging also encourages reflection, documentation of progress, and easy dissemination of resources. The document provides advice on starting a blog, such as adding value, focusing the topic, posting regularly, and engaging in conversation to build an online community.
This document provides an introduction to blogging and discusses several key considerations for starting a blog. It addresses why blogging is important, questions to consider about topics and platforms, factors for choosing a domain name, pros and cons of blog networks, and strategies for driving traffic. The overall goal is to help people get started with blogging and be successful by focusing on important elements like content, topics, platforms, and promotion.
6-Step Guide to B2B Content Marketing that WorksLinkedIn
70 percent of marketers report that they plan
to produce more content this year than last
year. At the same time, only 30% rate their
efforts as “effective” or “very effective.”
That means a lot of us still struggle with the
marketing aspect of content marketing. Use
the 6 steps in the following slides as a
blueprint of how to build a content strategy
that produces measurable results.
Lucas has 7 years of experience in sales and marketing. He is currently pursuing a degree in digital marketing from Full Sail University. Lucas has skills in areas like WordPress, Facebook ads, and retail salesmanship. His goals are to land an entry-level remote digital marketing job upon graduation, start his own marketing agency within 5 years, and own a large media company within 20 years. He plans to achieve these goals by developing his technical and soft skills, attending industry events, and growing his professional network.
This document discusses strategies for creating content on a lean budget. It recommends crafting the perfect content team by designating chief content officers and managing editors. It also suggests leveraging internal subject matter experts, partners, customers, thought leaders and incentivizing internal contributions. The document then discusses content planning, including creating buyer personas, buyer journeys, themes, and mapping content to sales funnel stages. It provides ideas for content creation and recommends the "turkey dinner" approach of slicing one large piece of content into many smaller assets like videos, blogs, and infographics to get more value from existing content.
The document discusses the 4 steps to content marketing enlightenment:
1) Egocentric: Product Out - Marketers focus on promoting their own products through content.
2) Egocentric: Content Out - Marketers create content with buyers in mind but only share their own perspectives.
3) Market In - Marketers incorporate other voices and perspectives by curating third-party content.
4) Enlightenment - Marketers think like industry analysts by proposing new ideas, conducting research, and focusing on high-quality, valuable content over quantity. Enlightened marketers also carefully curate third-party content to add value for their audience.
Mel feller discusses brand strategy 101 and how to nail down your missionMel Feller
Mel Feller asks the question of “What do your customers think when they hear your business’s name?” In addition, “What’s your business’s purpose, beyond making a buck?”
Mel Feller has been in business for more than 40 years and understands the fact that your “brand” is so much more than the products and services you offer and the logo you’ve designed for your website or storefront. A company’s brand is the collection of positive and negative associations that it has earned in the marketplace over time—for better or worse.
Brand affinity is the emotional connection that consumers have with your brand, based on shared values. Building brand affinity is important for fostering loyalty and trust from customers. Furthermore, strong, effective branding will give you a way of standing out from the crowd, helping customers find you and encouraging them to engage with your brand.
The Art And Science Behind Killer ContentRob Bonham
Whether you are an in-house or agency marketer, strategic content development is crucial to drive qualified web traffic that converts. Learn how to develop strategic content backed by data to drive SEO success and beyond.
Originally presented at WordCamp Riverside 2019 by Michael Tesauro (slides 1-9) & Rob Bonham (slides 10-19)
https://2019.riverside.wordcamp.org/session/the-art-science-behind-killer-content/
Branding overview along with general information about inbound marketing and social media and SEO tips. This goes alongside a presentation by Advokate at SUNY Adirondack on Monday, March 21, 2016. Contact Advokate, LLC, with any questions, or to schedule a marketing consultation! www.advokate.net
Introducing Content Marketing- The New Face of Digital Marketing. Inside this eBook, you will discover the topics about what is content marketing, why content marketing, types of content marketing, curating vs. creating content, use content to get social media.,leads and content marketing.
Admit it; colleagues value your leadership and expertise, and as a connoisseur of your craft you relish the idea of contributing to your company’s blog and being apart of a strategic blogging process. But crafting purposeful posts on a regular basis can seem like a monumental undertaking for a busy business owner.
Having compelling and relevant content is indeed very important, and there are different ways to determine what content to create. But that’s only part of the picture. In this eBook, we are going to explore how to use your content to generate high quality leads. In the following pages, you’ll learn how to revolutionize the way you build, execute and measure your content marketing strategies
using Microsoft Dynamics CRM by creating a collaborative and complete content marketing campaign.
A 10 Step Blueprint To Content Marketing SuccessNewsCred
58% of content marketers plan to increase their budgets to create more content over the next year. If you're one of those marketers that's great, but do you know where to start? How do you create a team, plan to create great content, and scale it efficiently? We created the "10 Step Blueprint To Content Marketing Success" for marketers who are considering a content strategy and those who already have a content marketing system in place but are struggling with the strategy and process.
How To Boost Engagement With This Content Marketing Checklist in 2021Nishagoyal40
The document provides an 11-point list of strategies for expanding a company's content marketing efforts. It discusses understanding the target audience, creating engaging content, developing a flexible work plan, using visually appealing images, generating trending content ideas, strong copywriting skills, search engine optimization, social media planning, content marketing tools, optimizing content for search engines, and promoting content. The overall goal is to provide value to customers through relevant and high-quality content while driving traffic and engagement.
The document provides an overview of content marketing and its importance for businesses. It defines content marketing as creating and distributing valuable content to help prospects make informed decisions. The document discusses how content marketing can help businesses stand out, reach prospects directly, and nurture leads through various stages. It also highlights the importance of identifying target audiences and measuring the impact of content marketing strategies.
Slide deck from the Digital Matter video tutorial series on content marketing: how to think as a marketer and not as a blogger when designing a marketing strategy based on content.
Constructing a Winning Inbound Marketing Blueprint for ManufacturersJanalee Silvey
This document provides an overview of inbound marketing strategies for manufacturers in 2017. It contains contributions from 23 marketing agencies with experience in the manufacturing industry. The document includes sections on inbound marketing, lead generation, reporting and ROI, and a conclusion. It provides tips on developing compelling content, buyer personas, and website optimization to attract and convert leads through inbound tactics.
Built for the complex sales cycle, blogs are becoming essential tools for business-to-business marketing that can help you interact, engage, and actually build an emotional connection with you prospects.
Note: This eBook is a collaboration (2 of 2 in series) between MLT Creative and Mark Schaefer of Schaefer Marketing Solutions.
Introducing the ultimate content marketing ebook. The NuSpark Marketing team of b2b content directors contributed their thought leadership the book. Learn best practices on how content generates quality leads and sales.
How to Multiply the Effects of Your Inbound Marketing ProgramC.Y Wong
This document discusses how to amplify the impact of an inbound marketing program. It explains that while inbound marketing alone can drive some traffic and leads, it is not sufficient as a standalone strategy and must be incorporated into an overall marketing mix to see bottom-line results. The document outlines some common misconceptions about inbound marketing, such as focusing too widely, not reaching decision makers, and facing diminishing returns. It stresses that the right content must be shared in the appropriate places and tailored to prospects' needs at different stages in the buying cycle.
Content Marketing Explained: Theory and Real Life ExamplesRachael Wachstein
If you're tired of all of the "experts" and their content marketing theories, this no nonsense presentation is for you. Learn how franchise systems can leverage content marketing for franchise development and unit sales. The presentation will take you from the big picture overview of the content marketing process to real life examples that will help you realize a content strategy that will work for your system.
The document discusses the benefits of blogging for both personal and educational use. It notes that blogging allows one to establish an online presence, share content and ideas, engage with others through discussion, and integrate other technologies. Blogging also encourages reflection, documentation of progress, and easy dissemination of resources. The document provides advice on starting a blog, such as adding value, focusing the topic, posting regularly, and engaging in conversation to build an online community.
This document provides an introduction to blogging and discusses several key considerations for starting a blog. It addresses why blogging is important, questions to consider about topics and platforms, factors for choosing a domain name, pros and cons of blog networks, and strategies for driving traffic. The overall goal is to help people get started with blogging and be successful by focusing on important elements like content, topics, platforms, and promotion.
Today I spoke at Social Media Conference (Biz Buzz) on B2B Blogging. The deck as presented today walks you through the following:
- Things to think about before you start blogging
- Why you might want your B2B (or B2C) company to have a blog
- What keywords are important to your blog
- How to organize your content for your blog
- What you might write about on your blog
- How to market your blog and share via social media
- High level measurement of blog traffic, referral sources, keywords and top content (and how to use it)
- and what to do if you get stuck for lack of blog content.
Happy Reading!
Blogging 2.0 provides new tools and platforms for organizing, tagging, rating, collaborating on, and sharing blog content in order to filter out noise and highlight the best information on the web. Key aspects of Blogging 2.0 include syndication through RSS and Atom feeds, tagging, collective wisdom through sharing, and platforms that help aggregate content from blogs. The growth of blogs has led to issues of content overload and spam that Blogging 2.0 aims to address.
Welcome to OUT OF THE BLOG FOG: Intro to Blogging with your presenter Chris Brown. This 45-minute podcast and PowerPoint presentation was recorded live on Saturday May 1st at the very first annual PodCamp Cleveland un-conference. To find more sessions from Pod Camp Cleveland ’10, search #PCCLV10 in both twitter and in Google. Audio will be added soon.
The document defines what a blog is and explains that students will be writing blog posts about books they have read as part of a fourth grade reading project. It provides the URL for the class blog, rules for blogging including using proper academic language and only first names, and examples of good blogs. Students are given their login credentials and instructed on how to write new blog posts.
In this presentation we cover:
1. How to set up your blog
2. How to create creative titles that capture your audience attention
3. How to organize your thoughts to formulate a blog
4. How to capture leads
This document provides instructions for setting up and managing a blog. It outlines how to create a new blog by registering on a blogging platform and choosing a name and template. It then provides some basic rules for blogging like keeping posts short, useful, catchy, linked, and imaged. The document goes on to describe how to write posts, manage postings by adding graphics and hyperlinks. It also covers blog settings like commenting options, permissions, and layout customization. The overall purpose is to guide new bloggers on getting started and maintaining their blog.
[BPM Congress GP 2012] Case TSE apresentado por Sônia KillEloGroup
O documento discute a gestão de processos no Tribunal Superior Eleitoral do Brasil (TSE). Apresenta a missão e visão da Justiça Eleitoral brasileira, a evolução do voto no país, e o Escritório de Processos do TSE, responsável por coordenar iniciativas de gerenciamento de processos de negócio. Também descreve a metodologia de gestão de processos do TSE e projetos de melhoria, como a aquisição mais eficiente de bobinas para as eleições.
Slide deck used in presentation for The Advisory Board members on Friday, January 18, 2013. Chester County Marketing co-founders, Jeff Tincher & Carla Wilson, presented the materials during a 90 minute presentation and Q&A session to a room of over 70 Philadelphia area business owners.
Quick & Slick: Blogging Tips for BeginnersThe URL Dr.
This Quick and Slick presentation explains why every web site should have a blog and how to start one. It goes over best practices, what to write about, blogging basics, how to promote it, and copywriting tips. Written with the small business owner in mind, it's short, sweet, and to the point. References and bibliography included.
The document discusses blogs, including what they are, their types, and advantages for education. A blog is an online diary where anyone can post thoughts, photos, or other content for others to see. Blogs range from individual diaries to large collaborations. They have benefits like freedom of speech, sharing knowledge, and acting as a learning tool or diary. Common blog types include personal, business, school, sports, and non-profit blogs. Blogs allow independent learning and encourage active participation.
A blog is a type of website where users or groups can post content in chronological order. Blogs are typically maintained by an individual or organization and cover topics like commentary, descriptions of events, or other media. Common features include comments and links to encourage interaction between readers. Blogs are created using blog-specific publishing software.
This document discusses blogging, RSS feeds, and the read/write web. It defines blogs as easy-to-use websites that allow quick posting of thoughts and interactions without HTML. RSS feeds are used to provide short descriptions and links to full web content. The read/write web is about contributing to and having a voice on the internet rather than just consuming information. It provides examples of educational uses of blogs such as class discussions, assignments, and celebrating student work.
The document discusses blogs, including what they are, how they can be used, and how to create and post on blogs. It provides instructions for creating a blog on blogger.com, posting content, and embedding things like pictures, videos, and PowerPoint slides. It also mentions changing blog settings and layout.
Not sure if you want to start a blog? View this presentation on the advantages and the disadvantages of starting a free hosted blog or a nonhosted blog. Happy Blogging?
The document provides tips for writing an effective blog. It defines what a blog is and its typical components like title, body, permalink and post date. It emphasizes the importance of considering ideas, organization, voice, word choice, sentence fluency and presentation when writing. It advises writing with the reader in mind, making the content valuable, proofreading for errors, keeping it short and interesting, using keywords to help with search engines, writing clearly with short sentences and common expressions, and keeping the copy lively, factual, tight, clear, short and optimized for search engines.
Blogging is critical to inbound marketing success. Blog posts not only allow you to demonstrate thought leadership, but they allow you to educate your prospects, answer their questions and solve their problems. Blog posts are also incredible at enhancing the search engine optimization of your website. They help to generate more visits, leads and customers.
This presentation is part of HubSpot's complimentary Inbound Certification. Get started at: http://academy.hubspot.com/certification
The history of blogging started with early digital communities like Usenet and BBS forums. The first blogs evolved from online diaries in the 1990s. Blogging rapidly grew in popularity after 1999 with the launch of Open Diary, Pitas.com, and Blogger.com. Today, popular blogging platforms include WordPress, Blogger, TypePad, Movable Type, and Drupal. Blogging allows people to freely express themselves and interact online through regularly updated content.
A blog is a type of website where an individual maintains a regular diary of commentary, descriptions of events, or other content. Blog entries are usually displayed in reverse-chronological order and allow visitors to leave interactive comments. Common types of blogs include personal blogs, corporate/organizational blogs, and genre-focused blogs on topics like travel, fashion, or news. Real estate blogs help position agents as experts by providing commentary and information on local real estate trends.
Content Marketing: A definitive guide for 2022steeve jonsons
By using content marketing, you can win the hearts of your audience.
Create an immersive experience for potential customers so they can see
how your product or service solves their problems or fulfills their desires.
Do this, and you'll get more sales.
The document discusses content strategy and provides guidance on developing an effective basic strategy. It recommends defining goals and objectives that are specific, measurable, actionable, realistic and timed. Goals should support business revenue objectives. Content should be mapped to the sales funnel to address audiences' needs at each stage. Developing content that is both relevant to the business and audience is important. Researching audience interests through listening, industry data, analytics and keywords can help identify appropriate topics.
helps with content ideas,
collaborates on pillar pages and topic clusters
Promoter: owns social media, promotes
content, tracks engagement
Style Guide Creator: develops brand
guidelines for tone, formatting, etc.
Choosing a Content
Management System
and Setting Up Your Blog
is intuitive and user-friendly.
MOBILE RESPONSIVENESS
Make sure your CMS allows you to create content that looks
good on any device. Mobile responsiveness is key for a
modern blog.
SEO OPTIMIZATION
Look for a CMS that makes it easy to optimize your content
for search engines through features like XML sitemaps, meta
tags, and image alt
The document outlines the process for planning effective content marketing, including developing buyer personas to understand target audiences, mapping content to buyer journeys, brainstorming content ideas, and establishing a brand voice. It emphasizes the importance of creating helpful, educational content that puts audiences' needs first in order to build trust and engagement over time. The planning process helps marketers strategically create and distribute the right types of content for each persona at different stages of the buyer journey.
This document provides an overview of content marketing and outlines the key steps for planning an effective content marketing strategy. It discusses developing buyer personas to understand different audience types, mapping content to buyer journeys to engage audiences at different purchase stages, defining a brand voice for content, and brainstorming content ideas. The document emphasizes educating audiences first through valuable content before directly promoting products or services.
This document provides an overview of content marketing and outlines a five-stage process for planning, creating, designing, publishing, and measuring content. It begins by defining content marketing and explaining why companies need it. It then discusses developing buyer personas and mapping content to buyer journeys. Subsequent sections cover developing a brand voice, content types, editorial calendars, team roles, and metrics.
The Definitive Guide to Engaging Content MarketingĐức Lê
Content Marketing has become an increasingly important part of a successful and strategic marketing mix. Today, marketers can become their own content publishers and develop audiences to attract attention. This benefits them in three key ways: it builds brand awareness, creates brand preference, and expands the brand’s reach to more buyers and potential customers at a much lower cost.
In this comprehensive, 110+ page guide, we cover topics from getting your content marketing program started to writing, publishing and promoting. Loaded with checklists, charts, and thought leadership from content marketing experts, The Definitive Guide to Engaging Content Marketing will teach you how to execute an amazing content marketing program.
You'll learn how to:
Identify and map your buyer personas and journeys
Develop your brand voice and style guide
Optimize your content mix and create an editorial calendar
Resource your team and extend the shelf life of your content
Measure and optimize your content
The Definitive Guide to Engaging Content MarketingAutonomy Hub
Content Marketing has become an increasingly important part of a successful and strategic marketing mix. Today, marketers can become their own content publishers and develop audiences to attract attention. This benefits them in three key ways: it builds brand awareness, creates brand preference, and expands the brand’s reach to more buyers and potential customers at a much lower cost.
In this comprehensive, 110+ page guide, topics from getting your content marketing program started to writing, publishing and promoting. Loaded with checklists, charts, and thought leadership from content marketing experts, The Definitive Guide to Engaging Content Marketing will teach you how to execute an amazing content marketing program.
You'll learn how to:
Identify and map your buyer personas and journeys
Develop your brand voice and style guide
Optimize your content mix and create an editorial calendar
Resource your team and extend the shelf life of your content
Measure and optimize your content
Developing a Content Marketing Strategy for Your BusinessChristian Buckley
Six steps to developing a winning content marketing strategy and jump-starting your overall marketing plans. Presentation given at the 2013 Microsoft Worldwide Partner Conference (#WPC13) in Houston, Texas by Christian Buckley (@buckleyplanet), evangelist for Axceler (www.axceler.com).
How to create engaging content for marketingDaniel Howard
The document discusses planning content marketing by mapping content to buyer personas and buying journeys. It emphasizes the importance of understanding audiences through developing buyer personas, which are fictional representations of customers created through research. Personas help define the types of content needed, tones and styles to use, topics to cover, and how content should be delivered. They uncover audiences' concerns, goals and preferences to create engaging content. The document provides guidance on conducting research and interviews to gather information to develop multidimensional personas in narrative form with details about backgrounds, goals, challenges, and preferences. Fleshed out personas can then be used to strategically plan content that resonates with specific buyer groups.
The definitive guide to engaging content marketing 141111Yubyeol Kim
This document provides an overview of content marketing and outlines a process for planning, creating, designing, publishing, and measuring content. It discusses defining buyer personas and mapping content to different stages in the buyer's journey. The planning section emphasizes developing personas, brainstorming content ideas, and creating an editorial calendar. Subsequent sections cover hiring teams, outlining content, designing for different channels, promotion strategies, and metrics. The overall document provides a framework to strategically develop and execute an effective content marketing program.
Content marketing tactics to grow traffic for your businessLetitiah Obiri
Content marketing tactics to increase traffic, engagement, drive conversions, leads and sales. The deck features B2C and B2B content marketing tactics to increase website traffic and engage customers. It will suggest proven content ideas like white papers, infographics, e-books, shoppable e-magazines etc as ideal ways to engage visitors, drive website conversions and build media coverage.
This document provides a 7-step content marketing toolkit to help marketers develop an effective content marketing strategy. The steps include understanding your purpose and audience, developing a compelling narrative, identifying relevant channels, creating optimized content, amplifying your content, and using analytics to evaluate performance. The toolkit is intended to equip marketers with fundamentals to systematically develop a content marketing roadmap for success.
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The document provides tips for developing an effective content strategy. It recommends beginning with understanding the audience by researching their goals and common questions. Next, the goals of the specific content need to be defined by answering audience questions and driving them to learn more. Then appropriate formats are selected, such as a video series and accompanying blog posts. Finally, the content is released through a launch campaign and ongoing promotion to engage the audience and drive conversions.
Cómo Causar Una Buena Impresión Utilizando El Marketing de ContenidosClikéalo WSI
This document provides an overview of developing an effective content marketing strategy. It discusses understanding customers, creating different types of content, developing buyer personas, and aligning content with the stages of the buyer's journey. The key points covered are:
1) Understanding customers is essential for creating valuable content, including where they spend time online and what challenges they face.
2) An effective content marketing mix includes original content (created by the business), curated content, and syndicated content in a 65/10/25 ratio.
3) Developing buyer personas through research helps tailor content to specific customer groups and their needs, behaviors, and concerns.
4) Aligning content with the awareness, consideration
Inbound Marketing 201: How to Create an Effective B2B Inbound Marketing CampaignMLT Creative
This document provides guidance on creating an effective B2B inbound marketing campaign. It discusses key characteristics of effective marketing, including being educational, timely, customized, and consistent. It then outlines the major components of a marketing campaign, including developing a compelling marketing offer, creating landing pages to generate leads, building automated email workflows to nurture leads, and promoting the offer through various channels. The document provides tips for each stage, such as how to make landing pages convert more visitors into leads through optimizing the headline, body, form, and image. Overall, the document serves as a guide for businesses on launching a holistic inbound marketing campaign to attract and qualify new leads.
This document provides an overview of content marketing strategies. It notes that traditional advertising is becoming less effective as consumers avoid ads. Content marketing is presented as an alternative, creating useful content to attract and retain customers while educating them about products and services. The document outlines several content marketing tactics including developing a strong brand identity, starting a blog, creating diverse content like videos and ebooks, and leveraging email marketing and social media to distribute content.
The document provides guidance on building an effective content strategy by outlining key steps:
1) Know your audience by developing buyer personas based on customer research and analytics to understand their needs and challenges.
2) Map content to the buying cycle by identifying the stages of awareness, research, comparison, and purchase and matching appropriate content types to each stage.
3) Build an editorial calendar to plan content creation over time, including topics, formats, target personas, and publishing schedule, with the goal of supporting marketing goals and addressing different audiences.
This document provides information about different types of content marketing that businesses can use. It discusses blog posts, guest blog posts, cartoons/comics, eBooks, and infographics. Blog posts allow businesses to communicate regularly with customers and share different types of content. Guest blog posts allow businesses to contribute content to other relevant blogs. Cartoons and comics can help explain complex topics simply. EBooks are long-form content that can educate audiences. Infographics visually present information. The document recommends which types of businesses might benefit most from each content type.
This document provides a guide to building an effective content strategy. It recommends first understanding your target audience by developing buyer personas based on customer research. It then suggests mapping different types of content to the awareness, research, comparison, and purchase stages of the buyer's journey. The guide also outlines how to create an editorial calendar to plan content creation and publication across various channels over time. The goal is to address buyer needs at each stage and keep a steady flow of relevant content.
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2. Why Blog ?
Intro
Two Peas in a Pod:
Blogging and Content Marketing
Identifying Your Target Audience(s)
Getting Down to Business:
The Blogging Process
Don’t leave them Hanging:
the Importance of CTAs
Building your Audience
Guest Blogging
Conclusion
05
04
09
08
14
20
22
24
27
4. Blogging in the Age of Content Marketing4
BLOGGING
IN THE AGE
OF
CONTENT
MARKETING
Where do you find the time to write?
Whatresourcesdoyouneed?Howdo
you manage and measure your con-
tent?
Whether you are new to blogging or
have been doing it for years, over the
course of the following chapters you
will find insight regarding best prac-
tices for executing a comprehensive
blogging strategy.
Even though blogs have been around
foralmosttwodecades(weblogs any-
one?),they’veonlyrecentlybeenseen
as an important tool for brands. Pre-
viously considered a “nice-to-have”
rather than a “must-have”, blogs are
now a proven, cost-effective market-
ing channel for driving leads and gen-
erating customers - if done well.
To become an effective blogger, you
must create strong content that’s
alignedwithyourbusinessgoals,pub-
lish it regularly and promote it effec-
tively. But what do you write about?
5. 5Blogging in the Age of Content Marketing
WHY BLOG?
Perhaps you’re thinking about
starting your own business blog or
maybe you already have one and are
looking to take it to the next level.
Regardless of your reasons for
reading this eBook right now, it’s
important that we take a minute to
understand and define the value and
significance of effective business
blogging in today’s digital world.
1
6. Blogging in the Age of Content Marketing6
Brand Awareness
Assuming that you’ve got the pieces
aligned to write great content for
a targeted audience (don’t worry,
we’ll walk through this), blogs are
a phenomenal avenue for building
brand awareness. Interesting and
relevant blog content can have a
wide reach and although your
contentwon’texplicitlydiscussyour
brand and products/services, your
brand’snameandlogowillbeapparent
and associated with the content you
produce. Producing high quality con-
tentandsharingitwithyouraudience
and influencers means that your
brand’snamewillbesharedacrossthe
web for more people to see, thereby
increasing your brand awareness.
SEO
Search Engine Optimization (SEO)
is a big beast to tackle and would
make for an entire eBook on its own;
however, what’s important to know
about SEO is that a blog is one of the
easiest low-hanging fruits for build-
ing your SEO strategy. Since your
blog lives on your website, you can
and should be writing content which
incorporates strategic keywords
thatareimportanttoyourcompany’s
SEO and Search Engine Results Page
(SERP)rankings.Asyourcontentdrives
more and more traffic to your site,
searchengineswillbegintorankyour
site with higher authority which will
increase your SEO and SERP results.
Furthermore, search engines crawl
andindexeverypageandkeywordon
your website – and that includes any
new blog pieces you publish. Using
targeted keywords within your con-
tentmeansthatyourpiecewillappear
higher in SERP results when people
are searching for a particular topic.
Check out this piece for a
step-by-step guide to creating an
effective SEO keyword strategy.
Shareable content
via blog impacts
SEO as current
digital landscape changing –
social SEO helps from that
perspective.
2.
1.
7. 7Blogging in the Age of Content Marketing
Thought
Leadership
Greatcontentproducesauthorityand
trust with your audience. Over time,
your readers will associate your in-
teresting, relevant, and informative
contentwithyourbrand.Buildingthis
rapportandrelationshipwithyourau-
dienceisinvaluableasyouworktodrive
thesepeoplefurtherdownthefunnel.
Qualified Leads
Assumingthatyourbloglivesonyour
company’swebsite(whichitdefinitely
should), your content will ultimately
pull a targeted audience of potential
buyers directly to your website!
Soundsprettyawesome,right?Forget
foramomentthesignificantSEOben-
efitsthatthistrafficwillbring–you’ve
ultimately got a group of people on
your website that you’ve identified
as being your target audience (as
determinedbyyourstrategiccontent
creation), who now trust your brand
asathought-leader,andhaveagaping
problem/pain point in their lives that
your product/service can solve. Yes –
donecorrectly,yourblogcanbeasignif-
icantdriverofleadsforyourcompany!
Another way to think of blogging
(and content marketing as a whole),
is as a relationship. Through your
content, you’re taking the time
to build a relationship with your
audience, showing them that you
understand who they are, what
they’re interested in, what they’re
struggling with, and why they can
trust you. Unlike the old school
hard-salesapproach(doesaused-car
salesman come to mind?), content
marketing and blogging is all about
building a genuine relationship with
your audience – one that’s built on
a strong foundation of trust and
reliability.
Instead of trying to hit a home run
on the first date, content marketing
is a long term approach that is built
off layers of conversation and trust.
When a connection is built and a
relationship secured (i.e. a lead is
generated), you can bet it’s been
built out of love, not infatuation...
or coercion.
3.
4.
8. Blogging in the Age of Content Marketing8
TWO PEAS
IN A POD:
BLOGGING
AND
CONTENT
MARKETING
Now that we have a strong
understanding of the im-
portance and power of blogs in the
realm of content marketing, let’s
dive in and learn how we can create
a blog and a killer blogging strategy!
2
Bloggingandcontentmarketingtruly
gohand-in-hand.Yourblogshouldbe
the central nervous system of your
entire content marketing strategy: it
is the home for all your content and
the portal for your target audience
to learn and engage with your brand.
Regardless of the type of content
you’re producing (blog posts, vid-
eos, infographics, eBooks, white-
papers), your blog is the home and
Hub of all your content. You want
to keep your audience engaged and
interested in all the different types
of content you produce (you know,
to keep nurturing the relationships
you’ve worked so hard to build), and
agoodblogisexactlytheplacewhere
this relationship building happens.
9. 9Blogging in the Age of Content Marketing
IDENTIFYING
YOUR
TARGET
AUDIENCE(S)
Before you actually begin the con-
tent brainstorming and creation pro-
cess, it’s absolutely imperative that
you have a strong understanding of
who you’re speaking to: who’s your
audience, what type of people are
they, what do they like/dislike, what
pain points do they experience...the
ability to answer detailed questions
such as these allows you to create
content that speaks directly to your
target consumer. Since the goal is to
engage with people that are most
inclinedtobecomecustomers,thefirst
step is to understand who they are
and then to effectively communicate
with them through awesome content.
3
10. Blogging in the Age of Content Marketing10
Creating Your
Audience Personas
To write compelling content for your audience, you need to know every-
thing about them. According to HubSpot, your audience personas should be
“semi-fictional characters that represent your dream customers.” The key
thing to remember is that they are characters – an identity that you create
rather than one that’s based off real people. You want to be detailed in your
description and include facts about both their personal and professional
lives such that you paint a clear picture of the person(s) you’re speaking to.
Consider including facts such as:
1.
Personal and
professional
goals
Demographics
Personal and
professional
pain points Behaviour
characteristics++
+ +
11. 11Blogging in the Age of Content Marketing
Make sure to include a picture
along with your character personas;
you want to make the profile as
detailed and realistic as possible so every
person in your company can visualize
and empathize with the character.
IDENTIFIERS
- Busy managing marketing activities
- Approachable
- May have a small team, buys into
corporate culture
HOW WE HELP
- Make it easy to create a central
destination for customers
- Provide metrics to see what
content is effective
DEMOGRAPHICS
- Skews female
- Age 25 to 35
GOALS
- Keep her boss happy (metrics)
- Keep customers happy
- Wants to learn
BACKGROUND
- Marketing Manager at Targetly
- Works for Jimmy, she’s the doer
- Experience in marketing; still
learning digital marketing
landscape
CHALLENGES
- She doesn’t know what’s working
- Doesn’t know where to invest her
time and budget
- No time to create content, several
approval steps
- Planning and communication
isn’t great
NIKKI
12. Blogging in the Age of Content Marketing12
If you’ve ever had the opportunity
to watch a keynote presentation
by Joe Pulizzi, he most likely spoke
of the importance of creating
a content marketing mission
statement. Joe explains that
Especially if you’re just starting out
in content marketing, building a
mission statement is a great way to
narrow the scope of your strategy;
it will help you understand who your
target audience is, what you should
deliver to that audience, and how it
affectsthem.Ultimately,thismission
statement will guide you to create
and deliver the right content to your
audience, and to eliminate ones
that don’t advance your end goals.
In simple terms, the mission
statement must answer the
question, “Why do we exist?”
Example :
“The Uberflip Hub is a place where
marketerscanfindusefulinformation,
advice, resources and inspiration to
becomeatop-notchmarketersthatget
results - whether that means increas-
ing leads, brand awareness or your
bottom line, we’ve got you covered.”
With your buyer personas
and content marketing mis-
sion statement defined, you now
have a strong understanding of
the exact audience you’re writing
for and the value you will provide
them with your content. For every
piece of content you create, always
keep your buyer personas in mind
and vet the content against your
mission statement; the goal is to
ensure that every piece of con-
tent communicates well with
your target audience and that it’s
aligned with their needs and wants.
Joe explains that a strong content
marketing mission statement
consists of 3 key components:
Your core target audience
(as defined by your audience
personas)
Content Marketing
Mission Statement
2.
What will be delivered to
your audience through your
content
The outcome for your
audience
13. LEARN MORE ABOUT
TOSUPERCHARGEYOURCONTENTMARKETING
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leads into customers directly
from your content experience.
Mobile in minutes - instantly make your content mobile
Sprinkle relevant CTAs throughout your content to generate leads
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14. Blogging in the Age of Content Marketing14
One of the biggest pain points for
content marketers is coming up with
blog topics to write. An easy way to
circumventthisissueistothestayon
top of what’s buzzing in your indus-
try. Set aside 30 minutes every day
to read popular blogs, news sources,
and social media for trends and con-
versationstakingplace.Makenoteof
articlesyouenjoyedreadingorpieces
that received a high volume of social
shares.You’llquicklyfindthatstaying
currentwithindustrynewswillallow
youtohaveyourfingeronthepulseof
what your audience is talking about.
Use these topics as a starting point
for your own blog content and think
about unique angles or perspectives
you can provide. Your audience isn’t
interestedinrepeatedlyreadingabout
the same topic, so this is where cre-
ativity is important. Think about how
youcanprovideadditionalviewpoints
or how you can elaborate on exist-
ing perspectives in a compelling way.
GETTING
DOWN
TO BUSINESS:
THE
BLOGGING
PROCESS
4
Topic Inspiration1.
15. 15Blogging in the Age of Content Marketing
Another good strategy is to keep a document handy where you
can record blog ideas as they come. It’s handy to have a bank
of ideas readily available when you need them. Once you have
your topic selected, give yourself some time to simply think
about it – let it soak in your
mind and allow yourself to explore
different angles of the topic. You’ll
be surprised how much this process
of actively thinking about your piece
will flesh out your arguments and let
you quickly nail the important aspects.
Need Inspiration?
Herearesome(free)toolstogetitgoing.
Portent Idea generator
Thinkoutsideoftheboxbeforecreat-
inganytypeofcontent.Portentoffersa
keyboard-basedgeneratoroftitlesfor
potentialcontentpieces.Price:Free.
Pocket
Save articles, videos or pretty much
anything into Pocket. Save direct-
ly from your desktop browser or
from any mobile device. Price: Free.
Feedly
An RSS reader that lets you easi-
ly track, organize and read content
from different sources. Price: Free.
Google Trends
Google Trends shows you what’s
popular with Google searchers in
real time and in the past - great
for making content decisions
based on actual data. Price: Free.
MindNode
Keep track of your brainstorming
sessions on any device, including
iPad, iPhone, and Mac. Price: $9.99.
16. Blogging in the Age of Content Marketing16
Blog titles are the first thing your
audienceseesandtheeffectivenessof
your title will make or break whether
they continue reading or move on to
another piece. Especially with social
media, a good title is the key for
getting people to click on your link
and read your content. However,
despite knowing the impact that
blog titles have on engagement,
they are often the most difficult part
of your piece to develop. Here are
some tips for writing effective blog
headlines to engage your audience
and get them to read your piece.
Instructional Titles:
People love reading articles that
teach them how to improve and
learn more about a topic. If your
blog post offers instructional
insight about a particular topic,
consider the following types of titles:
- How To Create Engaging Titles
- Tips for Creating Engaging Titles
- Top 10 Ways to Create Engaging
Titles
Titles that begin
with “How-To”,
“Tips for” and “Top
10” (or any other number), are
effective ways of indicating that
the reader is going to learn useful
information from your piece.
Ask Questions:
Questions are a great way to catch
your audience’s attention and entice
them to read beyond your title. The
best questions are ones that your
audience is already thinking about
as it will encourage them to discover
answers by reading your piece.
Pulling Them In:
Headline Pointers
2.
17. 17Blogging in the Age of Content Marketing
Short Titles:
To optimize your audience’s engage-
ment,makesureblogtitlesaren’ttoo
lengthy.Ageneralruleistokeepyour
titles at 8 words or less…more than
thisandyourisklosingyouraudience
before they even get to your piece.
Transparency:
Make sure your audience can
quickly extract the main point of
your piece from the title. Sometimes
writers get carried away with crafty
and creative titles that ultimately
leave readers confused. Especially
with pieces that are shared across
social media, you need a headline
that readers can quickly digest.
Test them Out:
Tryoutdifferentvariationsoftitlesand
test their success. Depending on the
typeofcontentyou’rewritingandthe
preferences of your audience, you’ll
start to notice trends in engagement.
Assuming that the quality of your
pieces are comparable, you can
partly attribute engagement to the
different types of titles you’re using.
Check your analytics and
analyze the historic page
viewandclick-throughratesofyour
blogs.Whatareyourtopblogposts
andaretheresimilaritiesinthetypes
oftitlesyouused?Isaparticulartitle
format driving more engagement
thanothers?Bylookinghistorically
through your posts, you can start
to track trends in engagement and
optimize future posts accordingly.
18. Blogging in the Age of Content Marketing18
Set a timer for 45 minutes and close
all unnecessary windows on your
computer, including chats and email.
If you want to get the piece done
quickly, it’s important to minimize
distractions that can lead you astray.
Thesenext45minutesaren’tthetime
to multitask between different proj-
ects – not only will
it take more time
towriteyourpiece,
the content could
alsoappearfragmentedsinceyouaren’t
writing with the same frame of mind.
Choose to write your pieces during
a time of day where you’re most
productive.Perhapsyou’reamorning
person and prefer to write pieces
at the beginning of the day before
Don’t allow yourself to get bogged
downbywritingtheperfectsentence
orusingglamorouswords–justfocus
on writing the piece and getting all
your ideas down first. Then you can
always go back to edit and revise if
necessary.Writersgenerallyfeelstuck
whenthey’rethinkingtoohardabout
Finding
the Time to Write
3.
you get busy with other priorities.
Some people might like to write at
the end of the day, just before they
head out. Find the time that works
best for you and try to stick to it.
Now comes the easy part…writing!
19. 19Blogging in the Age of Content Marketing
the topic or the writing process,
and that simply won’t work when
you have a short 45 minute dead-
line. You can always go back and
make the necessary grammatical,
structural, and design changes,
but first you need the content.
If you’ve hit a road
bump and simply
can’t find the words to get down
on the page, the best thing you can
do is to take a short break from
writing and come back to it later
with a renewed energy. It happens
to the best of us so don’t fret –
better that you revisit the piece
in a few hours then try to pump
out content that just doesn’t work.
of people read
blogs more than
once a day.
Check out :
Where is Your Content Hiding?
Content Marketing Hack: 5 Tips
for Dealing With Writer’s Block
How to Create Great Content
With Limited Resources
(HubSpot Science of Blogging 2010)
20. Blogging in the Age of Content Marketing20
You’ve done your research and
(efficiently) created a well-writ-
ten and informative blog piece for
your audience. Through your buyer
persona analysis, you know exactly
whoyou’rewritingforandhowtobest
engage them. Your content market-
ing mission statement has ensured
thatyourpieceaddsvaluetoyourau-
dience and delivers on the content
promise you’re making to them.
You’ve driven your target audience
to your blog and they’re reading
your content...but now what?
This is your chance to contin-
ue building a relationship with
your audience but before that
can happen, you’ve got to initiate
the next step. This is where a ‘Call
to Action’ (CTA) comes into play.
DON’T LEAVE
THEM
HANGING
THE
IMPORTANCE
OF CTAS
5
CTAs come in many forms – it could be
a button on the side of your blog pro-
voking readers to subscribe for updates:
21. 21Blogging in the Age of Content Marketing
Or perhaps it’s a banner at the end of your blog piece
compelling readers towards a lead-generation content
piece, such as an eBook
Every CTA you create should always reflect one of
your content marketing goals. Perhaps you’d like to
increase eBook readership or blog subscriptions.
Maybe you want to drive signups to a product demo
or upcoming conference. Whatever the case may be,
make sure you’re creating CTAs for strategic reasons.
Second, your CTA must be actionable. It’s important
that you clearly tell your audience what you’d like them
to do. A good CTA should be no longer than two sen-
tences and should clearly state what action you want
your reader to take. Remember not to overwhelm
your audience with too many CTAs – depending on
the length of your piece and the design of your site,
aim to have between 1 to 3 CTAs on any given page.
But don’t forget...
22. Blogging in the Age of Content Marketing22
We’ve walked through the process
of creating effective, targeted
content – now we’ll learn how you
can use your content to build
your content marketing audience.
Frequency
Thetopicofbloggingfrequencyoften
sparksthe‘quantityvs.quality’debate:
does posting content frequently
sacrifice content quality? Quality
contentshouldalwaysbeyourfirstand
foremost goal. Yes, there is definitely
anintricatebalancebetweenquantity
and quality, and if posting more
frequentlybeginstocompromisethe
quality of your work, then definitely
scalebackonfrequencyandfocuson
writingmoredetailed,well-researched,
and thought-provoking pieces.
However, the ideal scenario is to
frequentlypublishhigh-qualitypieces.
BUILDING
YOUR
AUDIENCE
6
23. 23Blogging in the Age of Content Marketing
Content Distribution
The more frequently you post, the
morecontentthereistodrivepeople
to your site. Try experimenting with
posting at different frequencies per
day. You’ll most likely find a correla-
tion between frequency and traffic
to your blog, but play around and try
to find that sweet spot. For example,
perhaps posting 7 pieces a week
drives double the amount of traffic
than posting 5 pieces, but posting 10
piecesaweekfailstodriveasubstan-
tial increase in traffic or leads. Keep
track of your metrics and don’t be
afraidtoplayaroundandgetcreative.
Content marketing is an iterative
process which means you should
always be experimenting and trying
new tactics, with a keen eye towards
analyzing and adjusting your tactics.
Without spending too much time
focusing on social media strategies
in this eBook, it’s important to note
that social media is a phenomenal
tool for content distribution.
Use your social channels
to engage in conversation
surroundingthecontentyou’ve
created and share it with your
audience.
When sharing content, mention the
author in your tweets so they also
share the piece with their audience.
Also share with people or companies
that are mentioned within a piece of
content as well as key influencers in
yourindustry.Youwanttobestrategic
aboutthis,however,asyoudon’twant
tobombardthesameinfluencerswith
content over and over again. Share
different pieces with different influ-
encers,basedontheirexpertiseand
interests;shareitwiththembecause
your content will add value to their
lifeand/orthelivesoftheiraudience.
By approaching content marketing
withagenuinedesiretoprovidevalue
for your audience, people will be
happytoreadandshareyourcontent.
Check out:
Hootsuite
ClickToTweet
TapInfuence
Buffer
24. Blogging in the Age of Content Marketing24
Guest blogging can be an effective
approach for building awareness
and credibility for your brand. Start
your guest blogging strategy by iden-
tifying the influential blogs that your
target audience reads. Most influen-
tial blogs accept guest submissions
and this is a fantastic way to get your
contentandbrandtoawideraudience.
Incorporate guest blogging into your
contentstrategyandsubmitexclusive,
well-written, and strategic content
to these blogs. Content on sites like
thiscaneasilyyieldacouplehundred
socialsharesinasingleday;makesure
you strategically incorporate back
linksinyourcontentbodyandbio,and
include references to your brand if
appropriate (don’t do a sales pitch!).
Over time, guest blogging can raise
brand awareness with your target
audience and positions you as a
thought-leaderonkeyindustryoutlets
–nottomentiontheSEObenefitsofa
popularbloglinkingbacktoyoursite.
Also consider opening your blog up
to guest writers. Remember that
you likely won’t get much traction
with guest blogging until you’ve in-
creased your brand awareness and
audience. All of this takes time and
patience so don’t fret if people aren’t
rushingtosubmitpiecestoyourblog.
As you continue your content
marketing strategy and post
on larger blogs, guest blogger
submissions will start to trickle in.
GUEST
BLOGGING
7
25. 25Blogging in the Age of Content Marketing
Forblogmanagementtobestress-free,
youneedtohaveanorganizedcontent
calendar. Uberflip’s content calendar
is planned for a few months ahead
and we schedule our writers based
on the frequency they’ve committed
to writing. Keep in mind that your
writers have different expertise,
styles of writing, and themes that
they cover. As a result, it’s important
to plan your calendar accordingly so
that the authors and topics in any
given week are varied and diverse.
Being organized doesn’t mean being
rigid – in reality, your calendar rarely
stays exactly as planned. Impromptu
content may be written based on
industry news or writers may fall
short of meeting their deadlines.
The important thing is to be flexible
to such changes in your schedule.
Managing
your Blog
1.
26. Blogging in the Age of Content Marketing26
Ifyouwanttohaveareallystellarblog,
never forget your audience. What
engagesthem?Whatcontentdothey
share? Which pieces do they spend
the most time on? Knowing these
facts is part of your role as content
manager and can be one of the most
interesting and rewarding parts. Yes,
blog content is important for SEO
andamillionotherreasons,butatthe
simple core of it, your blog is nothing
ifyoudon’thaveanengagedaudience.
GUEST BLOGGING
Know
your Audience
3.
Whatarethekeysforensuringthatall
your writers are engaged and writing
thequalitypiecesyourblogdeserves?
You need to be flexible and accommo-
dating.You’llquicklygettoknowyour
writers and their styles: some might
write 2 pieces when they only need
one,somemightsubmittheirpostthe
morning it’s due, while others might
simplymisstheirdeadline…thepointis
thatyoulearnhowyourteammembers
operate and that you’re strategic in
accommodating them. As mentioned
before,youneedtobeflexibleifthings
don’tworkoutthewayyouanticipated.
Managing
your Writers
2.
27. 27Blogging in the Age of Content Marketing
CONCLUSION
YOU MAY ALSO LIKE
Launch Flipbook
*Blogging is a long-term strategic
journey that can increase traffic,
establish a steady stream of leads
and customers, and increase
engagement with your brand.
While getting started can be daunt-
ing, take it step by step, consistently
investing time and energy into your
blog. By following these 7 steps, you
willcertainlybuildastrongfoundation
foryourbusiness,andcanrestassured
that the processes and tactics you
implemented will pay off over time.
So what are you waiting for? Happy
blogging!