How to Create Content that is Engaging, Shareable and Delivers ROIInfluence and Co.
Learn all the secrets regarding how to create shareable, engaging content, as well as some compelling stats from our report "The State of Digital Media 2018" and NetLine's 2018 "State of B2B Content Consumption & Demand Report."
Learn what's new in content writing to create better content and outperform your competitors. We are sharing the top five current trends to support you.
How to Create Content that is Engaging, Shareable and Delivers ROIInfluence and Co.
Learn all the secrets regarding how to create shareable, engaging content, as well as some compelling stats from our report "The State of Digital Media 2018" and NetLine's 2018 "State of B2B Content Consumption & Demand Report."
Learn what's new in content writing to create better content and outperform your competitors. We are sharing the top five current trends to support you.
Learn what types of links you should take care of to reach higher positions on SERP in 2022.
We tell more about internal, outbound links, and backlinks.
How to build and implement a lean content strategyScoop.it
70% of marketers don't have clarity on the efficiency of their content strategy. Why? Because content marketing requires the perfect execution of many time-consuming tasks that also require creativity, process management and many other skills.
To overcome these hurdles, Guillaume Decugis, our co-founder & CEO, shared with the TechSoup community the methodology we derived from collecting data from more than 3,000+ marketers. These actionable best practices will help you to not just create more and better content but also get more from the content you create and measure results.
These are the slides from his talk on August 24.
The Basics of Editorial Management for Blogs and PublicationsKelsey Jones
The basics of editorial strategy, including creating editorial guidelines, working with contributors, and getting higher visibility for your blog or publication.
Live Customer Webinar: Developing High Performing Content, Ad Creative and La...LinkedIn
Your content offers, ad creative, and landing pages play significant roles when it comes to achieving great results in Lead Accelerator. This webinar will walk you through how to strategize and develop great content and creative assets that will boost the performance of all of your Lead Accelerator programs.
Kitty O’Connell, marketing automation consultant, explains how to:
-Perform a content audit to determine which of your existing content offers are best to use
-Develop engaging ad creative customized to achieve your marketing objectives
-Tweak your landing pages to drive even greater conversions
Our Founder Maricka is talking at the Into The West Blogger Network in Radisson Blu Hotel & Spa, Galway on Sunday 8th February 2015.
Maricka's focus on the day was #AllThingsSEO ... Let's face it, content is now so important to the longevity of SEO, bloggers are in a better position than most...
Check out www.GalwayMarketing.ie/ for all details on OMiG (Online Marketing in Galway)
Content Curation Scorecard for Content Marketing SuccessRoger Parker
Roger C. Parker's Content Curation Scorecard helps content marketers evaluate their content curation efforts in 10 important areas. Use this scorecard to make sure that you are providing helpful, relevant information on a consistent basis.
Regular use of the Content Curation Scorecard provides a fresh perspective, identifying areas of excellence as well as areas requiring attention.
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.
In Content marketing part 6 of 7, there's information about best practices, what to do for content marketing on different mediums, what not to do, advantages and disadvantages.
Six Steps to Building a Content StrategyErin Norvell
Wondering if your content is effective? Struggling to coordinate content across various teams in your organization? If so, a content strategy may be the right tool for you. This presentation covers the basics of building a content strategy and provides resources for additional information and templates.
For more from Digital Edge Communications, visit our website: www.digitaledgecommunications.us
5 Ways to Improve Your B2B's LinkedIn PageOneupweb
B2B's may be missing an opportunity to leverage the power of LinkedIn. In this presentation, we provide 5 simple steps to improving your B2B's LinkedIn page.
My presentation from Linklove Boston 2012 on April 2nd. Gives a rundown on link development process maps and how to structure your calendar to actually get results.
Learn what types of links you should take care of to reach higher positions on SERP in 2022.
We tell more about internal, outbound links, and backlinks.
How to build and implement a lean content strategyScoop.it
70% of marketers don't have clarity on the efficiency of their content strategy. Why? Because content marketing requires the perfect execution of many time-consuming tasks that also require creativity, process management and many other skills.
To overcome these hurdles, Guillaume Decugis, our co-founder & CEO, shared with the TechSoup community the methodology we derived from collecting data from more than 3,000+ marketers. These actionable best practices will help you to not just create more and better content but also get more from the content you create and measure results.
These are the slides from his talk on August 24.
The Basics of Editorial Management for Blogs and PublicationsKelsey Jones
The basics of editorial strategy, including creating editorial guidelines, working with contributors, and getting higher visibility for your blog or publication.
Live Customer Webinar: Developing High Performing Content, Ad Creative and La...LinkedIn
Your content offers, ad creative, and landing pages play significant roles when it comes to achieving great results in Lead Accelerator. This webinar will walk you through how to strategize and develop great content and creative assets that will boost the performance of all of your Lead Accelerator programs.
Kitty O’Connell, marketing automation consultant, explains how to:
-Perform a content audit to determine which of your existing content offers are best to use
-Develop engaging ad creative customized to achieve your marketing objectives
-Tweak your landing pages to drive even greater conversions
Our Founder Maricka is talking at the Into The West Blogger Network in Radisson Blu Hotel & Spa, Galway on Sunday 8th February 2015.
Maricka's focus on the day was #AllThingsSEO ... Let's face it, content is now so important to the longevity of SEO, bloggers are in a better position than most...
Check out www.GalwayMarketing.ie/ for all details on OMiG (Online Marketing in Galway)
Content Curation Scorecard for Content Marketing SuccessRoger Parker
Roger C. Parker's Content Curation Scorecard helps content marketers evaluate their content curation efforts in 10 important areas. Use this scorecard to make sure that you are providing helpful, relevant information on a consistent basis.
Regular use of the Content Curation Scorecard provides a fresh perspective, identifying areas of excellence as well as areas requiring attention.
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.
In Content marketing part 6 of 7, there's information about best practices, what to do for content marketing on different mediums, what not to do, advantages and disadvantages.
Six Steps to Building a Content StrategyErin Norvell
Wondering if your content is effective? Struggling to coordinate content across various teams in your organization? If so, a content strategy may be the right tool for you. This presentation covers the basics of building a content strategy and provides resources for additional information and templates.
For more from Digital Edge Communications, visit our website: www.digitaledgecommunications.us
5 Ways to Improve Your B2B's LinkedIn PageOneupweb
B2B's may be missing an opportunity to leverage the power of LinkedIn. In this presentation, we provide 5 simple steps to improving your B2B's LinkedIn page.
My presentation from Linklove Boston 2012 on April 2nd. Gives a rundown on link development process maps and how to structure your calendar to actually get results.
Learn more about our strategy services: http://newscred.com/learn-professional-services
This deck outlines the key factors for content marketing success, including:
- The core components of a content marketing strategy
- How to build a solid content marketing strategy
- How to utilize content across the buyer journey
- The content marketing roadmap
- How to conduct a content audit
- How to build your content marketing mission statement
How To Plan And Build A Successful Content Marketing StrategyMichael Brenner
http://www.b2bmarketinginsider.com/content-marketing/plan-build-successful-content-marketing-strategy -- Did you know that every day on the internet:
There are 4.75 Billion pieces of content shared
There are 1.8 Billion photos uploaded
There are 700 Million Snapchats
There are 500 Million tweets
Marketing, as we know it, is being transformed right in front of our eyes. More and more messages are being promoted every day, on more channels, and as a result, consumers are learning to simply tune out the noise.
Because of this, brands must leverage content marketing to deliver the useful information necessary to educate and build trust with their audiences. But they often fail to document what they are trying to achieve, how they will get it done, and what measures will prove success.
Yesterday I presented to more than 600 attendees of the NewsCred #ThinkContent Webinar: "How To Plan And Build A Successful Content Marketing Strategy." I presented:
The key factors for content marketing success
The core components of a content marketing strategy
I answered the main questions of how to build a solid content marketing strategy
I shared my secret that effective content marketing was relatively simple:
"The buyer journey is nothing more than a series of questions that must be answered." ~ IDC
I shared the Content Marketing Institute's more formal definition of content marketing:
“Content marketing is the marketing and business process for creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience – with the objective of driving profitable customer action.” ~ Content Marketing Institute
And I shared the rallying cry for why we need to change:
"We have to stop interrupting what people are interested in, and be what people are interested in." ~ Craig Davis (former Chief Creative Office - J. Walter Thompson)
Backed by research and our own customer engagements, I covered
The 6 factors to content marketing success:
Document content strategy
Have someone in charge of content
Consistently publish quality content
Map content to buyer journey
Balance Paid, Owned, Earned Media
Track Content Marketing ROI
I provided an example and a template for anyone to develop:
Your Content Marketing Mission Statement
Become a destination for [target audience] interested in [topics]. To help them [customer value].
This will help us [your content marketing goals]
Earn your audience’s attention vs. just buying it
Reach, engage and convert NEW buyers
AmEx Open Forum Example: Help Small Businesses Do More Business. To become the largest source of inbound leads.
I provided spreadsheets to help anyone conduct a content audit and measure their content marketing results:
Content Curation: The Missing Link of B2B Content Marketing - Pawan DeschpandeOnline Marketing Summit
Content Curation: The Missing Link of B2B Content Marketing
B2B companies are increasingly investing in content marketing strategies by creating original content which is both time consuming and costly. Learn how to curate content and enables your brand to become industry thought leaders, nurture leads and boost lead generation efforts.
* Pawan Deshpande, CEO, HiveFire
Social Beat at the NASSCOM Content Marketing MasterclassSocial Beat
Social Beat is proud to be part of the NASSCOM content marketing masterclass, led by David Appasamy. The session focused on the power of content in digital.
Similar to 7 Steps to Creating Engaging Content (20)
How is organized data used by some web players having not the best intentions? How can tools that try to help individual authors be subverted by spammers? Also, how does Zemanta work and why are we interested in this topic.
Dev Dives: Train smarter, not harder – active learning and UiPath LLMs for do...UiPathCommunity
💥 Speed, accuracy, and scaling – discover the superpowers of GenAI in action with UiPath Document Understanding and Communications Mining™:
See how to accelerate model training and optimize model performance with active learning
Learn about the latest enhancements to out-of-the-box document processing – with little to no training required
Get an exclusive demo of the new family of UiPath LLMs – GenAI models specialized for processing different types of documents and messages
This is a hands-on session specifically designed for automation developers and AI enthusiasts seeking to enhance their knowledge in leveraging the latest intelligent document processing capabilities offered by UiPath.
Speakers:
👨🏫 Andras Palfi, Senior Product Manager, UiPath
👩🏫 Lenka Dulovicova, Product Program Manager, UiPath
LF Energy Webinar: Electrical Grid Modelling and Simulation Through PowSyBl -...DanBrown980551
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Then welcome to this PowSyBl workshop, hosted by Rte, the French Transmission System Operator (TSO)!
During the webinar, you will discover the PowSyBl ecosystem as well as handle and study an electrical network through an interactive Python notebook.
PowSyBl is an open source project hosted by LF Energy, which offers a comprehensive set of features for electrical grid modelling and simulation. Among other advanced features, PowSyBl provides:
- A fully editable and extendable library for grid component modelling;
- Visualization tools to display your network;
- Grid simulation tools, such as power flows, security analyses (with or without remedial actions) and sensitivity analyses;
The framework is mostly written in Java, with a Python binding so that Python developers can access PowSyBl functionalities as well.
What you will learn during the webinar:
- For beginners: discover PowSyBl's functionalities through a quick general presentation and the notebook, without needing any expert coding skills;
- For advanced developers: master the skills to efficiently apply PowSyBl functionalities to your real-world scenarios.
The Art of the Pitch: WordPress Relationships and SalesLaura Byrne
Clients don’t know what they don’t know. What web solutions are right for them? How does WordPress come into the picture? How do you make sure you understand scope and timeline? What do you do if sometime changes?
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Connector Corner: Automate dynamic content and events by pushing a buttonDianaGray10
Here is something new! In our next Connector Corner webinar, we will demonstrate how you can use a single workflow to:
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Send an interactive Slack channel message (using buttons)
Have the message received by managers and peers along with a test email for review
But there’s more:
In a second workflow supporting the same use case, you’ll see:
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As machine learning integrates deeper into human-computer interactions, the concept of epistemic interaction emerges, aiming to refine these interactions to enhance system adaptability. This approach encourages minor, intentional adjustments in user behaviour to enrich the data available for system learning. This paper introduces epistemic interaction within the context of human-system communication, illustrating how deliberate interaction design can improve system understanding and adaptation. Through concrete examples, we demonstrate the potential of epistemic interaction to significantly advance human-computer interaction by leveraging intuitive human communication strategies to inform system design and functionality, offering a novel pathway for enriching user-system engagements.
1. 7 Steps to Creating
Engaging Content
New Tools and Tactics to Create Content
That Drives Business
2. The Presenters
Pelin Thorogood is a new media marketer and
entrepreneur, and was recently named one of the
“20 Women to Watch” in sales lead @PelinT
management. Pelin also serves as a Executive-in-
Residence at Cornell's Johnson Graduate School of
Management.
www.schulmanthorogood.com
Andraž Tori is Co-Founder and CTO at
Zemanta. Zemanta, a blogger's assistant that helps
over 80,000 bloggers was responsible for enhancing @andraz
over 1.3 million blog posts in 2011. Andraž is active
in the semantic web technology community and has
recently spoken at SemTech 2011 and Web Fest
.ME 2011 conferences and is slated to speak at
BlogWorld 2012 in New York. www.zemanta.com
4. Relevance is Key
Relevant content is key to findability
SEO: Relevant content / structure & links to
relevant external articles, blog posts photos and
other images
Relevant content is key to customer
engagement, stickiness and community
building
Relevance Engagement Conversion
Creativity without Conversion = ZERO
#contentmarketing
5. 7 Steps to Creating
Engaging Content
1. Understand Business Goals
2. Create a Content Strategy
3. Unleash Your Inner Data Analyst
4. Know the Right Tools
5. Create Relevant Content
6. Get it Read
7. Measure & Optimize
#contentmarketing
6. 1. Understand Goals
What is your
company trying to
accomplish?
Who is your target
audience?
Are you in
alignment with
marketing?
#contentmarketing
7. 2. Content Strategy
What is your content
strategy based on your
objectives?
What types of content do
you need to support each
objective?
How will you measure
success?
#contentmarketing
8. ‘Lifecycle’ Content
Reach/Acquisition Conversion Retention
Blogging White papers Email newsletters
Online press releases Explanatory videos Social media content
Infographics Customer video testimonials Customer support content
Surveys and trend data Case studies Product tours
Viral video Data sheets Webinars
Social media content Product reviews Blog
Podcasts Webinars Contests
Blog and forum comments Advertising and search copy
Contests
#contentmarketing
9. 3. Inner Data Analyst
Familiarize yourself
with web and social
measurement
Understand how
content drives results
based on your
objectives
Know how to establish
benchmarks
Use data to optimize
and create better
content
#contentmarketing
10. 4. Know The RightTools
measurement distribution production
#contentmarketing
11. Content Creation Best
Practices
Adding links to external content
provides context for your readers
Linking to own content (within reason)
helps with SEO performance
Linking to previous posts builds a
larger story
#contentmarketing
12. Content Creation Best
Practices
SEO best practices define “keyword
focus” as one of the most important
things in online writing.
The “right” keywords are very much
dependent on your content strategy
Engaging content not only requires
the use of the right words but also
the right structure.
#contentmarketing
13. Content Creation Best
Practices
Visual Appeal
Images draw attention to the post
Images help demonstrate your points
Respect copyright laws
Take advantage of image
recommendation tools that provide license
information
#contentmarketing
14. Content Creation Best
Practices
• Skyword study found an average increase of 94% for articles that
included an image or infographic.
http://skyword.com/blog/96-skyword-study-add-images-to-improve-content-performance.html
#contentmarketing
15. 5. Create Relevant Content
Use data to understand what
your audience is interested in
and what types of content work
best
Marcus Sheriden: “Your
customers’ first 50 questions
should be your first 50 blog
posts.”
Be creative
Link to relevant external
sources, including articles,
blogs photos
Tell a story
Call to action
#contentmarketing
16. 6. Get it Read
Leverage your
Community: Social
channels, customer
advocates,
influencers, paid
advertising, etc.
Work w/marketing
and public relations
Leverage
employees
Measure!
17. Community
Find other writers or bloggers in your
niche
Engage them on their content
Encourage them to respond to your posts
Ask for guest blog posts and reciprocate
18. 7. Measure & Adjust
Measure impact of
content based on
objective – leads,
sales, etc.
Measure most
effective type of
content
Use measurement to
drive content decisions
Remember: creativity
w/out conversions =
zero
19. Don’t Forget The
Basics!
Segment your audience
By role, by age, by gender, by
education, by intent, by behavior…
Test! Test! Test!
Across mediums, properties,
audience segments…
Think Life Time Value (LTV)
#contentmarketing
20. Results: eBeanstalk.com
Seven-week results,
averaged across the four
optimized pages:
Reach: Increase in
search engine traffic
(29%)
Reach: Increase in paid
search impressions
(45%)
Engagement: Increase in
time on page (153%)
Conversion: Increase in
conversion to sale (17%)
#contentmarketing
21. Results:
Convice & Convert
Four weeks of results for the 12
pages (5 rewritten, 7 new) on
Convince & Convert:
Reach: Traffic from search engines
increased an average of 33%
across the five posts that were
rewritten (optimized)
Reach: Four of the five rewritten
posts achieved top 10 Google
rankings for target keywords
Reach: Six of the seven newly
written (optimized) posts achieved
top 10 Google rankings for target
keywords within 48 hours of
publication
22. Results:
• Used Zemanta WordPress Plugin for image
recommendations, Amazon Associate affiliate
linking and connecting to other blogs in their niche.
• Would periodically link to LifeHacker articles.
http://bloggingyourpassion.com/how-using-the-zemanta-wordpress-plugin-can-increase-your-blog-
traffic/
#contentmarketing
23. Results:
• Strategy paid off as one of the Lifehacker bloggers took notice and
linked back to one of Blogging Your Passion posts
• Link resulted in nearly 5,000 visits.
• 6 other bloggers wrote about the same topic and linked back to the
original post.
#contentmarketing
24. Thank You!
Pelin Thorogood, Schulman+Thorogood Group
@PelinT
pelin@schulmanthorogood.com
www.schulmanthorogood.com
Andraz Tori, Zemanta
@andraz | @zemanta
andraz@zemanta.com
zemanta.com
#contentmarketing
Editor's Notes
Hubspot
Great quote from Joe Pulizzi, content marketing evangelist, on the importance of content marketing. Brands have no choice but to be interesting, and content is one way of expressing that. Another quote I like is from David Meerman Scott, who wrote New Rules of Marketing and PR: “Prior to the web, organizations had only two significant choices to attract attention: buy expensive advertising or get third-party ink from the media. But the web has changed the rules.”
Every strategy
What can you ‘re-imagine’?Create an editorial calendar to keep you on track
Measurement can be used to help in the following areas:Planning: Which content drove past results – traffic, conversions, ‘shares’Reporting: Is the content meeting your objectives? Which type of content is best?Optimizing: How can we move the needle above benchmark?