Content marketing has become the preferred strategy to attract consumers and build long-term customer relationships. This crucial and informative white paper demystifies content marketing so that more marketers, like you, can more easily benefit from the content marketing opportunity.
Join our Content Marketing Newsletter for weekly insights, industry news, best practices and tips: http://eepurl.com/VDUEn
Content marketing is an important marketing strategy for B2B and B2C companies. Marketing Communications expert Casey Knox provides five memorable content marketing tactics.
The traditional advertising model is under pressure. Advertising is evolving towards content marketing: instead of a big bang, campaign-only, approach, companies should evolve to an always-on model in which content plays a very important role.
This paper gives our view on content marketing. See it as a pragmatic way to start with content marketing in your company. This approach is created based on market research our company InSites Consulting conducted during the last year.
http://www.b2bmarketinginsider.com/content-marketing/content-marketing-that-converts
How Do You Create Content Marketing That Converts?
There’s been a fundamental shift in the way marketers and customers create, consume, and share content. Every day, billions of photos are uploaded, tweets are posted, snapchats are sent, and pieces of content are shared.
As marketers, we need to consider how our customers are consuming content and where, when, and how to engage them.
A content marketing strategy should be designed to engage your audience throughout the buyer’s journey. Producing relevant content for each lifecycle stage and delivering it at the right time and place is crucial to successful content marketing.
In 2013, Content Marketing Institute released its first Content Marketing Framework. At the time, its purpose was to serve as a high-level view of the principles that govern the world of brand storytelling. Since then, CMI has worked with more than 100 brands, helping them put these core principles into practice. These partnerships have taught us a lot about which parts of the framework worked, which didn’t, and where we still needed to provide greater clarity and transparency. To reflect the insights we gained – as well as the many shifts that have occurred across the entire digital ecosystem – we’ve streamlined our original discussion, and have added a distinct new process model to each node. What follows is our redesigned Content Marketing Framework.
4 Content Marketing Challenges in 2016Katai Robert
2016 will be an interesting year for Content Marketing. Find an ideal balance between content and marketing through an editorial plan and a marketing budget.
Content marketing is an important marketing strategy for B2B and B2C companies. Marketing Communications expert Casey Knox provides five memorable content marketing tactics.
The traditional advertising model is under pressure. Advertising is evolving towards content marketing: instead of a big bang, campaign-only, approach, companies should evolve to an always-on model in which content plays a very important role.
This paper gives our view on content marketing. See it as a pragmatic way to start with content marketing in your company. This approach is created based on market research our company InSites Consulting conducted during the last year.
http://www.b2bmarketinginsider.com/content-marketing/content-marketing-that-converts
How Do You Create Content Marketing That Converts?
There’s been a fundamental shift in the way marketers and customers create, consume, and share content. Every day, billions of photos are uploaded, tweets are posted, snapchats are sent, and pieces of content are shared.
As marketers, we need to consider how our customers are consuming content and where, when, and how to engage them.
A content marketing strategy should be designed to engage your audience throughout the buyer’s journey. Producing relevant content for each lifecycle stage and delivering it at the right time and place is crucial to successful content marketing.
In 2013, Content Marketing Institute released its first Content Marketing Framework. At the time, its purpose was to serve as a high-level view of the principles that govern the world of brand storytelling. Since then, CMI has worked with more than 100 brands, helping them put these core principles into practice. These partnerships have taught us a lot about which parts of the framework worked, which didn’t, and where we still needed to provide greater clarity and transparency. To reflect the insights we gained – as well as the many shifts that have occurred across the entire digital ecosystem – we’ve streamlined our original discussion, and have added a distinct new process model to each node. What follows is our redesigned Content Marketing Framework.
4 Content Marketing Challenges in 2016Katai Robert
2016 will be an interesting year for Content Marketing. Find an ideal balance between content and marketing through an editorial plan and a marketing budget.
Content Marketing in the Performance Era: NewsCred's Shafqat IslamNewsCred
At #ThinkContent 2017, NewsCred Co-founder and CEO Shafqat Islam spoke about how the content marketing industry is headed into the era of performance – and why that will allow marketers to execute their most ambitious, creative work yet.
In this e-book, you'll see over dozens of predictions from thought leaders who share their views on brand strategy, organizational structure, emerging technology and platforms, and other big developments that may be on the horizon for content marketing.
11 Content Marketing Predictions for 2015Nextpoint
Though content marketing is maturing as an industry, 2015 is likely to see some wild new trends. Our content thought leaders dish on everything that lies ahead this year, from futuristic concepts like "smart content" and wearables to throwbacks like custom print magazines.
This overview is informed greatly by the discussion at our Executive Forum in March 2015, but it also is
the culmination of our observations from Content Marketing World 2014 and our advisory client work in
the past year.
Our objective is to report on the key challenges faced by marketers, the vital insights being realized, and
the general health of content marketing as a strategic business approach. As was the case last year, this overview ultimately asks more questions than it answers; our goal is not to settle debates or provide trite answers to complex business challenges, but to update and inform.
At the two-day Executive Forum, CMI leaders and senior marketing executives from more than 30 enterprise brands came together to collaborate and to discuss and report on their own organizations’ efforts in integrating content marketing as a strategic approach.
The extraordinary insights and the identification of challenges could not have been possible without the
generous contributions of this forum class, as well as last year’s forum participants. Their input doesn’t represent their tacit endorsement of the ideas, but as a collective group they are responsible for the value contained in this report.
This presentation covers how marketing today has changed. Marketers are no longer in control. Focusing on social media is a mistake too many businesses are making. I challenge marketers to first ask "Why?" To determine what metrics you will use to determine success and to have a content strategy to support the content needs of your audience in all the channels where they consume content.
http://www.b2bmarketinginsider.com/content-marketing/content-marketing-word-year
Last week I presented on a NewsCred webinar on the future of content marketing. I talked about how marketing has always used great storytelling to connect with people.
I talked about how we are becoming a much more visual society, scanning information for the details we need in less than a second.
I used some stats and research and graphs to show that content marketing is all the marketing that's left. And my focus for the future of content marketing was for brands to be:
Informative
Visual
Shareable (and snackable, consumable, digestible, and always-on)
Entertaining
But I don't think any of these should be content marketing word of the year! I just know that your audience wants stories, not ads. And I hope to help you give it them!
So check out the presentation above
The Content Marketing Imperative For The Argyle Executive ClubMichael Brenner
Presented to some of the top CMOs and Marketing Executives in the Financial Services Industry, this deck walks through the declining contact rates of traditional marketing and the power of content marketing and storytelling to win the battle of customer attention.
While there’s a lot you could be doing, sometimes it’s hard to know which tracks to start, stop, or pause. To help you find the right mix to meet your marketing goals, we consolidated responses from the 2015 Content Marketing Benchmarks, Budgets, and Trends research report section — “Which content marketing initiatives are you working on now, and in the next 12 months?” We broke out the results as follows:
• By priority
• By business type (B2B, B2C and nonprofit)
• By geography (North America, Australia, United Kingdom)
Part I covers two “playlists”:
Internal Processes and Content Marketing Strategy Tactics. From channels to platforms to audience segmentation, learn how you can best establish your content marketing strategy and structure your team internally for more efficient processes.
Part II: Playlist 3 (coming soon) is where you can mix things up a bit with different Execution Tactics. See how to create and deliver the best content to meet your business objectives. While some geographies and business types have similar priorities, others are finding their own unique beats — and the differences may surprise you. We hope you find the following findings insightful and inspirational as you make your plans for the year ahead.
Enjoy!
Joe Pulizzi
Get actionable tips and strategies for using content marketing to support sales, SEO, PR, and more.
You will learn:
- How to execute and promote an effective content marketing campaign
- Marketing strategies for specific types of content Software tools you can leverage for content marketing
- Where to get the scoop on your competition
And last but not least find out how to build a strong foundation for your content marketing efforts by following best practices for the start.
Defense contractors who blog are able to increase awareness, credibility, search engine rankings and leads – all while linking marketing efforts back to business goals.
How do brands like Puma, Red Bull, Oracle, and Marks and Spencer lead in content marketing? How do they leverage video and rich media to amplify their brand and cut through the noise in the market? This webinar will analyze the challenges of reaching the "always-on" consumer, discuss how video fits into a content marketing strategy, and showcase highlights from Puma's historic campaign at the London Olympics in 2012. We'll also examine winning strategies from B2C and B2B that effectively deploy video across all platforms to engage larger audiences and convert more customers.
Join Shiri Friedman of Brightcove to learn how to amplify your content marketing strategy with video.
How do you make sense of content? By focusing on the research before the creation. Content creation is not a strategy. Creating a content strategy should be a data driven exercise robust in data.
The frameworks in this document are probably most helpful for those who are already familiar with or practice content strategy. They also represent the ones we particularly like and use the most here at KBS. We hope you find them useful.
Web Content Strategy - How to Plan for, Create and Publish Online Content for...Joe Pulizzi
A presentation from Joe Pulizzi (Junta42) and Kristina Halvorson (Brain Traffic) on February 6, 2009 Online Marketing Summit in San Diego.
The presentation goes into detail about why marketers have to develop a publishing mindset, why web content strategy is so difficult, and what you can do now to create an effective content strategy and plan within your own organization.
This was my keynote presentation at this year's ContentTech virtual event. It talks through the layered approach to technology strategy to help de-silo content, marketing and the digital technology teams. It ends with a selection process.
Unpredictable algorithm shifts. Falling reach and lower engagement rates. Growing consumer mistrust from fake news and data breaches.
Despite woes like these, people still use social media platforms – and marketers are still drawn to their relationship-building powers. In fact, in 2019 research from Content Marketing Institute and MarketingProfs, 61% of B2B marketers and 69% of B2C marketers say they’ve increased their use of social media for content marketing compared with one year ago.
However, navigating the social media landscape is like entering a dark forest without a map. If you aren’t familiar with the terrain and don’t have a solid plan, you can’t expect to reach your destination, let alone make it out of the woods unscathed.
This guide is full of tools that will help you find the best path to success, from planning your social media explorations, to growing legions of brand fans, to engaging them in meaningful ways.
We’ll cover the top content marketing opportunities in the social sphere, including:
- Landmark locations like Facebook, Twitter, and LinkedIn
- Video viewing-centric channels like YouTube and Twitch
- Streaming media sites like Snapchat Stories and Instagram Stories
- Emerging social platforms like Vero True Social and WeGather Online
Evolution of Content & Digital Marketing in 2014Kevin Gibbons
How has digital marketing and content evolved? This presentation looks at what has changed over the last 12 months - from the #DigitalMarketingShow from November 2013 in London.
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.
Content Marketing in the Performance Era: NewsCred's Shafqat IslamNewsCred
At #ThinkContent 2017, NewsCred Co-founder and CEO Shafqat Islam spoke about how the content marketing industry is headed into the era of performance – and why that will allow marketers to execute their most ambitious, creative work yet.
In this e-book, you'll see over dozens of predictions from thought leaders who share their views on brand strategy, organizational structure, emerging technology and platforms, and other big developments that may be on the horizon for content marketing.
11 Content Marketing Predictions for 2015Nextpoint
Though content marketing is maturing as an industry, 2015 is likely to see some wild new trends. Our content thought leaders dish on everything that lies ahead this year, from futuristic concepts like "smart content" and wearables to throwbacks like custom print magazines.
This overview is informed greatly by the discussion at our Executive Forum in March 2015, but it also is
the culmination of our observations from Content Marketing World 2014 and our advisory client work in
the past year.
Our objective is to report on the key challenges faced by marketers, the vital insights being realized, and
the general health of content marketing as a strategic business approach. As was the case last year, this overview ultimately asks more questions than it answers; our goal is not to settle debates or provide trite answers to complex business challenges, but to update and inform.
At the two-day Executive Forum, CMI leaders and senior marketing executives from more than 30 enterprise brands came together to collaborate and to discuss and report on their own organizations’ efforts in integrating content marketing as a strategic approach.
The extraordinary insights and the identification of challenges could not have been possible without the
generous contributions of this forum class, as well as last year’s forum participants. Their input doesn’t represent their tacit endorsement of the ideas, but as a collective group they are responsible for the value contained in this report.
This presentation covers how marketing today has changed. Marketers are no longer in control. Focusing on social media is a mistake too many businesses are making. I challenge marketers to first ask "Why?" To determine what metrics you will use to determine success and to have a content strategy to support the content needs of your audience in all the channels where they consume content.
http://www.b2bmarketinginsider.com/content-marketing/content-marketing-word-year
Last week I presented on a NewsCred webinar on the future of content marketing. I talked about how marketing has always used great storytelling to connect with people.
I talked about how we are becoming a much more visual society, scanning information for the details we need in less than a second.
I used some stats and research and graphs to show that content marketing is all the marketing that's left. And my focus for the future of content marketing was for brands to be:
Informative
Visual
Shareable (and snackable, consumable, digestible, and always-on)
Entertaining
But I don't think any of these should be content marketing word of the year! I just know that your audience wants stories, not ads. And I hope to help you give it them!
So check out the presentation above
The Content Marketing Imperative For The Argyle Executive ClubMichael Brenner
Presented to some of the top CMOs and Marketing Executives in the Financial Services Industry, this deck walks through the declining contact rates of traditional marketing and the power of content marketing and storytelling to win the battle of customer attention.
While there’s a lot you could be doing, sometimes it’s hard to know which tracks to start, stop, or pause. To help you find the right mix to meet your marketing goals, we consolidated responses from the 2015 Content Marketing Benchmarks, Budgets, and Trends research report section — “Which content marketing initiatives are you working on now, and in the next 12 months?” We broke out the results as follows:
• By priority
• By business type (B2B, B2C and nonprofit)
• By geography (North America, Australia, United Kingdom)
Part I covers two “playlists”:
Internal Processes and Content Marketing Strategy Tactics. From channels to platforms to audience segmentation, learn how you can best establish your content marketing strategy and structure your team internally for more efficient processes.
Part II: Playlist 3 (coming soon) is where you can mix things up a bit with different Execution Tactics. See how to create and deliver the best content to meet your business objectives. While some geographies and business types have similar priorities, others are finding their own unique beats — and the differences may surprise you. We hope you find the following findings insightful and inspirational as you make your plans for the year ahead.
Enjoy!
Joe Pulizzi
Get actionable tips and strategies for using content marketing to support sales, SEO, PR, and more.
You will learn:
- How to execute and promote an effective content marketing campaign
- Marketing strategies for specific types of content Software tools you can leverage for content marketing
- Where to get the scoop on your competition
And last but not least find out how to build a strong foundation for your content marketing efforts by following best practices for the start.
Defense contractors who blog are able to increase awareness, credibility, search engine rankings and leads – all while linking marketing efforts back to business goals.
How do brands like Puma, Red Bull, Oracle, and Marks and Spencer lead in content marketing? How do they leverage video and rich media to amplify their brand and cut through the noise in the market? This webinar will analyze the challenges of reaching the "always-on" consumer, discuss how video fits into a content marketing strategy, and showcase highlights from Puma's historic campaign at the London Olympics in 2012. We'll also examine winning strategies from B2C and B2B that effectively deploy video across all platforms to engage larger audiences and convert more customers.
Join Shiri Friedman of Brightcove to learn how to amplify your content marketing strategy with video.
How do you make sense of content? By focusing on the research before the creation. Content creation is not a strategy. Creating a content strategy should be a data driven exercise robust in data.
The frameworks in this document are probably most helpful for those who are already familiar with or practice content strategy. They also represent the ones we particularly like and use the most here at KBS. We hope you find them useful.
Web Content Strategy - How to Plan for, Create and Publish Online Content for...Joe Pulizzi
A presentation from Joe Pulizzi (Junta42) and Kristina Halvorson (Brain Traffic) on February 6, 2009 Online Marketing Summit in San Diego.
The presentation goes into detail about why marketers have to develop a publishing mindset, why web content strategy is so difficult, and what you can do now to create an effective content strategy and plan within your own organization.
This was my keynote presentation at this year's ContentTech virtual event. It talks through the layered approach to technology strategy to help de-silo content, marketing and the digital technology teams. It ends with a selection process.
Unpredictable algorithm shifts. Falling reach and lower engagement rates. Growing consumer mistrust from fake news and data breaches.
Despite woes like these, people still use social media platforms – and marketers are still drawn to their relationship-building powers. In fact, in 2019 research from Content Marketing Institute and MarketingProfs, 61% of B2B marketers and 69% of B2C marketers say they’ve increased their use of social media for content marketing compared with one year ago.
However, navigating the social media landscape is like entering a dark forest without a map. If you aren’t familiar with the terrain and don’t have a solid plan, you can’t expect to reach your destination, let alone make it out of the woods unscathed.
This guide is full of tools that will help you find the best path to success, from planning your social media explorations, to growing legions of brand fans, to engaging them in meaningful ways.
We’ll cover the top content marketing opportunities in the social sphere, including:
- Landmark locations like Facebook, Twitter, and LinkedIn
- Video viewing-centric channels like YouTube and Twitch
- Streaming media sites like Snapchat Stories and Instagram Stories
- Emerging social platforms like Vero True Social and WeGather Online
Evolution of Content & Digital Marketing in 2014Kevin Gibbons
How has digital marketing and content evolved? This presentation looks at what has changed over the last 12 months - from the #DigitalMarketingShow from November 2013 in London.
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.
8 Content Marketing Strategies to Take NowJoe Pulizzi
Joe Pulizzi presentation to the American Marketing Association in Cleveland on the impact of content marketing. Includes some new content marketing research and eight content strategies you should be looking into now as part of your overall marketing program.
The 25 Must-Read Content Marketing Presentations of 2013David Laubner
2013 was the year for content marketing about content marketing! This presentation contains 25 of the top presentations on SlideShare that I bookmarked through the year (plus a few more),
Please let me know of any corrections or missed presentations that should be here.
Why does so much web content SUCK? And how can we make it BETTER? To find out, we need to question our perspective about content.
Content isn't a feature.
It's not "lorem ipsum" text. It's not something you "bolt on" after design is done. It's not even design or code or even plain text. Instead, content is about brands, audiences, data, systems, processes and workflows. In short, great content is all about PEOPLE.
Which means that content is an EXPERIENCE. Once we understand that, we can get to work on making our content BETTER. Better for users, for businesses, for communities... for a Better Web!
Want to know more about the design and concept of these slides and how I got them to be featured as "Top Presentation of the Day" on Slideshare? See my post at http://www.jonathoncolman.org/2013/02/24/why-our-content-sucks/
Originally presented at the SearchFest conference by SEMpdx in Portland, Oregon on February 22, 2013.
You can learn more about Jonathon Colman at http://www.jonathoncolman.org/
Also see 200+ free Content Strategy resources at http://www.jonathoncolman.org/2013/02/04/content-strategy-resources/
What's Your Perception Strategy? (Why It's NOT All About Content)Stephen Anderson
If we focus too much on content, we ignore what we know about how our associative brain comes to makes sense new information. Think about how many people respond before reading past the first sentence of an email, or how a magazine article doesn't get the same reaction when displayed in HTML. Or consider how knowing the author of a publication influences your judgement of that content.
Picking up from the session Stephen P. Anderson gave last year on "The Stories We Construct" (a biological look at the narratives that influence behavior), this session focuses on how we come to perceive—and respond to— information. From phantom limbs to magicians fooling our senses, Stephen proposes a model that makes sense of how we truly experience information. Practical? You'll leave with a deep understanding of everything UX is about and an awareness of common practices that don't account for this knowledge.
Responsive. Adaptive. Mobile first. Cross-channel. We all want a web that’s more flexible, future-friendly, and ready for unknowns. There’s only one little flaw: our content is stuck in the past. Locked into inflexible pages and documents, our content is far from ready for today’s world of apps, APIs, read-later services, and responsive sites—much less for the coming one, where the web is embedded in everything from autos to appliances.
We can’t keep creating more content for each of these new devices and channels. We’d go nuts trying to manage and maintain all of it. Instead, we need content that does more for us: Content that can travel and shift while keeping its meaning and message intact. Content that’s trim, focused, and clear—for mobile users and for everyone else, too. Content that matters, wherever it’s being consumed.
Joe Pulizzi and 59 other content marketing thought leaders and practitioners offer their best content predictions for 2015. Take a look at predictions from Jay Baer, Michael Brenner, Lee Odden, Kristen Hicks, Pawan Deshpande, Dayna Rothman, Doug Kessler and so many others. Leave a comment with your own content prediction!
Content strategists at Facebook plan, structure, and create content for more than a billion people. But they’re not writers or content marketers—they’re interaction designers, information architects, and UX practitioners. They design and build product experiences that are simple, straightforward and human.
And so can you. Content strategy isn't just for big organizations. It's for anyone who's building an experience. And by using our approach, you can start building better content.
In this presentation, you'll learn:
- How content strategy works in a context of product design and development
- A framework for minimum viable content that provides quality and consistency
- How to build and iterate on product content experiences to meet people's needs
- How to stand up and become a better advocate for the people using your products
Stand up for putting The Why before The How.
Stand up for value, ease of use, and craft.
Stand up for meeting (and exceeding) people's needs.
Stand up for BETTER CONTENT!
Inspired by Maria Giudice of Facebook, Ian Lurie of Portent, and Jason Mesut of Plan. Based on the works of Jesse James Garrett, Simon Sinek, A.H. Maslow, Kristina Halvorson, Rachel Lovinger, Dan Saffer/Kicker Studio, Erin Kissane, Michael Powers, Sarah O'Keefe, Hilary Marsh, Wouter De Bres, Matt Toback, Eric Ries/The Lean Startup, Dr. Chun Wei Choo, Libby Brittain, and more. Featuring the design work of the Facebook Analog Research Lab, including concepts by Julie Zhuo, Russ Maschmeyer, and Adam Mosseri of Facebook along with content standards from Facebook's Content Strategy team.
Originally presented at Content Marketing World on September 10, 2014 in Cleveland, Ohio.
You can learn more about Jonathon Colman at http://www.jonathoncolman.org/ and follow him on Twitter at http://twitter.com/jcolman
Also see 200+ free, curated Content Strategy resources at http://www.jonathoncolman.org/2013/02/04/content-strategy-resources/
Content Marketing in 15 Minutes a Day for RestaurantsAnn Handley
What if you have mere minutes a day to market with content? Can it be done? Yes, once you get a plan in place. Here's a deck Shelly Kramer of V3 Integrated Marketing and I co-presented at the International Pizza Expo.
The 29 Content Marketing Secrets e-book includes tips and tactics from the top content marketing experts (aka Content Marketing Secret Agents) on the web.
Content Marketing Institute along with TopRank Online Marketing have tapped some of the top consumer brands like Kraft Foods, B2B brands like Intel, IBM and Cisco, industry thought leaders like Jason Falls, Ann Handley and Joe Pulizzi to compile this classified collection of expert content marketing intelligence.
You can hear these experts present at the Content Marketing World Conference in Columbus, OH Sept 4-6th, 2012.
e-book produced by TopRank Online Marketing.
You might not need six or more people on your content team. Rather, these are roles and responsibilities to assign as part of any comprehensive content org chart. See full explanation here: https://annhandley.com/a-simple-content-marketing-org-chart/
Craft the Perfect Posts for the "Big 3" Social NetworksHubSpot
Learn how to dominate social media marketing with optimized posts for Facebook, LinkedIn, and Twitter. You can find it all here from @anum, adapted from her presentation at HubSpot's #INBOUND13 conference.
Content Marketing - What Big Business Discovered and How to Use ItSteve Faber
Content marketing is all the rage these days, with 2013 showing signs that even more marketers are embracing it. There is a good reason for that. Consumers, in both the B2B and B2C environments, respond very well to a properly run content marketing casmpaign. Large organizations have spent big money discovering what works and what doesn't. Use what they've learned about content marketing to power your organization's marketing strategy going forward. 49 pages
Let customer insight guide your bank's content marketing strategySounds About Write
While many banks and financial institutions continue to turn to content marketing to engage their prospective buyers and customers, the reality is the overwhelming majority are struggling to achieve success.
Native Advertising and Content Marketing - White Paper - IAB Europe - Decembr...Romain Fonnier
Dans un livre blanc sur le native advertising et le content marketing, l’IAB Europe livre un aperçu de la manière dont ce type de contenus contribue à fournir de meilleures expériences publicitaires. La publication revient également sur les nouveaux types de formats et fournit des conseils sur la création et la distribution de ces publicités.
Ont notamment contribué à ce livre blanc, Stéphane Hauser (IAB France), Charlotte Diemer (Teads), Mick Loizou Michail (Yahoo), Jean-Paul Edwards (OMD), Libby Wright (MediaCom)…
IAB Europe White Paper : Native Advertising and Content Marketing - December ...SCREENVIEW
Today’s consumers are bombarded with advertising messages which could mean up to 5,000 messages each day. Combine this fact with the increasing use of ad blocking tools and the challenge becomes even more real and indeed some audiences have become unreachable via advertising. These contemporary challenges have meant that engaging formats and creativity have become key in online advertising. The IAB Europe Native Advertising and Content Marketing white paper provides insight into how native advertising can build better advertising experiences for consumers and therefore more meaningful relationships. It also provides guidance on key considerations for creating and distribution native advertising.
The white paper addresses:
How native advertising enables meaningful consumer relationships
Native advertising format types
Key considerations for executing native advertising and content-based advertising
The European landscape – how native advertising is developing across the different European markets
The shifting healthcare landscape shows providers are less interested in the retail/detail approach to sales. Instead, they are looking to industry partners to provide high-quality content that helps them solve problems, provides them with professional education and training, or offers them best-practice consulting.
Creating Winning Content: How local businesses can tell their story and win b...Kara O'Halloran
White paper about the benefits of content marketing strategies for local businesses to tell your story and promote your brand. Time is one thing small businesses are not usually blessed with. Learn how to use the time you have to create engaging content that tells your story in a variety of media.
Time is one thing small businesses are not usually blessed with. Learn how to use the time you have to create engaging content that tells your story in a variety of media. This white paper is brought to you by Elon University's Interactive Media graduate program.
Content strategy and earned media have huge potential to help brands better serve their customers, but many struggle to change old habits and ways of working. This book shares many of the things that we in the Brilliant Noise team have learned in recent years about developing and scaling a branded content organisation.
Marketing 101 - 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 leads and content marketing and social media.
Check out our most recent eBook which gives a comprehensive breakdown of the differences between Paid, Owned, and Earned media and how digital marketers can use this to amplify their content using LinkedIn and beyond.
Over the last year, Skyword interviewed top agency marketers to learn how they were tackling the content marketing challenge. “Agency Content Innovators,” collects the best moments and most valuable lessons from our interview series.
This presentation explains what makes content marketing work, examples for several industries, types of content marketing, and ideas for distribution. Delivered by Amy Neumann from Advance Ohio 011217 at MACC.
Magazines, newspapers, TV stations, radio stations and online publishers – let’s call
them media companies – have been producing news content to attract an audience for
years.
Some might say that media companies were the original content marketers.
And no matter if that content was published on paper or broadcast over a signal;
people are attracted to that content to learn about the day’s breaking news and to stay
in the know.
Similar to What is Content Marketing? (For The Effective Content Marketer) (20)
The Secret to Engaging Modern Consumers: Journey Mapping and Personalization
In today's digital landscape, understanding the customer's journey and delivering personalized experiences are paramount. This masterclass delves into the art of consumer journey mapping, a powerful technique that visualizes the entire customer experience across touchpoints. Attendees will learn how to create detailed journey maps, identify pain points, and uncover opportunities for optimization. The presentation also explores personalization strategies that leverage data and technology to tailor content, products, and experiences to individual customers. From real-time personalization to predictive analytics, attendees will gain insights into cutting-edge approaches that drive engagement and loyalty.
Key Takeaways:
Current consumer landscape; Steps to mapping an effective consumer journey; Understanding the value of personalization; Integrating mapping and personalization for success; Brands that are getting It right!; Best Practices; Future Trends
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.\
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
Digital marketing is the art and science of promoting products or services using digital channels to reach and engage with potential customers. It encompasses a wide range of online tactics and strategies aimed at increasing brand visibility, driving website traffic, generating leads, and ultimately, converting those leads into customers.
https://nidmindia.com/
AI-Powered Personalization: Principles, Use Cases, and Its Impact on CROVWO
In today’s era of AI, personalization is more than just a trend—it’s a fundamental strategy that unlocks numerous opportunities.
When done effectively, personalization builds trust, loyalty, and satisfaction among your users—key factors for business success. However, relying solely on AI capabilities isn’t enough. You need to anchor your approach in solid principles, understand your users’ context, and master the art of persuasion.
Join us as Sarjak Patel and Naitry Saggu from 3rd Eye Consulting unveil a transformative framework. This approach seamlessly integrates your unique context, consumer insights, and conversion goals, paving the way for unparalleled success in personalization.
A.I. (artificial intelligence) platforms are popping up all the time, and many of them can and should be used to help grow your brand, increase your sales and decrease your marketing costs.In this presentation:We will review some of the best AI platforms that are available for you to use.We will interact with some of the platforms in real-time, so attendees can see how they work.We will also look at some current brands that are using AI to help them create marketing messages, saving them time and money in the process. Lastly, we will discuss the pros and cons of using AI in marketing & branding and have a lively conversation that includes comments from the audience.
Key Takeaways:
Attendees will learn about LLM platforms, like ChatGPT, and how they work, with preset examples and real time interactions with the platform. Attendees will learn about other AI platforms that are creating graphic design elements at the push of a button...pre-set examples and real-time interactions.Attendees will discuss the pros & cons of AI in marketing + branding and share their perspectives with one another. Attendees will learn about the cost savings and the time savings associated with using AI, should they choose to.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
Core Web Vitals SEO Workshop - improve your performance [pdf]Peter Mead
Core Web Vitals to improve your website performance for better SEO results with CWV.
CWV Topics include:
- Understanding the latest Core Web Vitals including the significance of LCP, INP and CLS + their impact on SEO
- Optimisation techniques from our experts on how to improve your CWV on platforms like WordPress and WP Engine
- The impact of user experience and SEO
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
Digital Commerce Lecture for Advanced Digital & Social Media Strategy at UCLA...Valters Lauzums
E-commerce in 2024 is characterized by a dynamic blend of opportunities and significant challenges. Supply chain disruptions and inventory shortages are critical issues, leading to increased shipping delays and rising costs, which impact timely delivery and squeeze profit margins. Efficient logistics management is essential, yet it is often hampered by these external factors. Payment processing, while needing to ensure security and user convenience, grapples with preventing fraud and integrating diverse payment methods, adding another layer of complexity. Furthermore, fulfillment operations require a streamlined approach to handle volume spikes and maintain accuracy in order picking, packing, and shipping, all while meeting customers' heightened expectations for faster delivery times.
Amid these operational challenges, customer data has emerged as an important strategy. By focusing on personalization and enhancing customer experience from historical behavior, businesses can deliver improved website and brand experienced, better product recommendations, optimal promotions, and content to meet individual preferences. Better data analytics can also help in effectively creating marketing campaigns, improving customer retention, and driving product development and inventory management.
Innovative formats such as social commerce and live shopping are beginning to impact the digital commerce landscape, offering new ways to engage with customers and drive sales, and may provide opportunity for brands that have been priced out or seen a downturn with post-pandemic shopping behavior. Social commerce integrates shopping experiences directly into social media platforms, tapping into the massive user bases of these networks to increase reach and engagement. Live shopping, on the other hand, combines entertainment and real-time interaction, providing a dynamic platform for showcasing products and encouraging immediate purchases. These innovations not only enhance customer engagement but also provide valuable data for businesses to refine their strategies and deliver superior shopping experiences.
The e-commerce sector is evolving rapidly, and businesses that effectively manage operational challenges and implement innovative strategies are best positioned for long-term success.
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
5 big bets to drive growth in 2024 without one additional marketing dollar AND how to adapt to the biggest shifting eCommerce trend- AI.
1) Romance Your Customers - Retention
2) ‘Alternative’ Lead Gen - Advocacy
3) The Beautiful Basics - Conversion Rate Optimization
4) Land that Bottom Line - Profitability
5) Roll the Dice - New Business Models
Monthly Social Media News Update May 2024Andy Lambert
TL;DR. These are the three themes that stood out to us over the course of last month.
1️⃣ Social media is becoming increasingly significant for brand discovery. Marketers are now understanding the impact of social and budgets are shifting accordingly.
2️⃣ Instagram’s new algorithm and latest guidance will help us maintain organic growth. Instagram continues to evolve, but Reels remains the most crucial tool for growth.
3️⃣ Collaboration will help us unlock growth. Who we work with will define how fast we grow. Meta continues to evolve their Creator Marketplace and now TikTok are beginning to push ‘collabs’ more too.
Mastering Multi-Touchpoint Content Strategy: Navigate Fragmented User JourneysSearch Engine Journal
Digital platforms are constantly multiplying, and with that, user engagement is becoming more intricate and fragmented.
So how do you effectively navigate distributing and tailoring your content across these various touchpoints?
Watch this webinar as we dive into the evolving landscape of content strategy tailored for today's fragmented user journeys. Understanding how to deliver your content to your users is more crucial than ever, and we’ll provide actionable tips for navigating these intricate challenges.
You’ll learn:
- How today’s users engage with content across various channels and devices.
- The latest methodologies for identifying and addressing content gaps to keep your content strategy proactive and relevant.
- What digital shelf space is and how your content strategy needs to pivot.
With Wayne Cichanski, we’ll explore innovative strategies to map out and meet the diverse needs of your audience, ensuring every piece of content resonates and connects, regardless of where or how it is consumed.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
2. INTRODUCTION
73% of B2B content
marketers are producing more
content than 1year ago
580
10 of B2B marketers
planning to increase their
content marketing budgets
over the next 12months
,
opentopic
In this increasingly connected world, consumers are not only savvy and
informed, they are also extremely busy, V>/ithsignificantly less time to filter
information, consumers are more selective of the content they engage with,
purposely seeking out sources that are useful and insightful. and can guide
them in making educated decisions, In response to this increasing need,
content marketing has become the preferred strategy to attract consumers
and build long-term customer relationships,
According to Content Marketing Institute's 2014 B2B Content Marketing
report, 730/0of B2B content marketers are producing more content than
they did a year ago. with 580/0 of B2B marketers planning to increase their
content marketing budgets over the next 12 months,
The rise in content marketing can be attributed to the tact that it provides a
more meaningful and useful way to engage customers - at a time when
traditional tactics like brand advertising and direct response campaigns
struggle to cut through the clutter,
{source: Content Marketing Institute 2014}
WHAT IS CONTENT MARKETING? 1
3. IJTRODUCT ION
However.while marketers are attracted to the potential of content
marketing. many still don't quite know what it is and how best to approach
it. And. while they know that compelling content plays a critical role in
helping brands keep top of mind, many are daunted by the significant
amount of time and resources required to develop original content on a
consistent basis - especially those in organizations where resources are
already tight.
So, therein lies the challenge-marketers know they need to employ
content marketing, but the amorphous nature of the practice and the
perceived cost of entry make it difficult to get started.
This white paper will help both experienced and non-experienced
marketers understand what content marketing is. how to approach the
content creation and curation mix as well as illustrate how great content
marketing doesn't have to be complicated or expensive.
,
opentopic WHAT IS CONTENT MARKETING? 2
4. THE ORIGIN AND EVOLUTION OF CONTENT MARKETING
{189S}
In 1895. John Deere
launched the magazlne
The Furrow. providing
information to farmers on
hO'Jto become more
profitable. According to
Wikipedla. The magazine.
considered the first
custom publication. is still
in circulation. reaching
1.5million readers in
40 countries in 12
diHerent languages.
.
opentopic
Despite its recent surge in popularity. content marketing is not a new
practice. Brands have been telling stories for decades to help attract and
retain customers. (See John Deere's publication The Furrow, launched in
1895.) However, thanks to the changing expectations of consumers and the
proliferation of new distribution channels, content marketing has more
recently evolved from a nice-to-do practice into a must-have.
So. what exactly is content marketing?
The Content Marketing Institute defines content marketing as "a marketing
technique of creating and distributing valuable, relevant and consistent
content to attract and acquire a clearly defined audience - with the
objective of driving profitable customer action." Put more simply, content
marketing is the art of communicating with customers and prospects
without selling, though still with the end goal of converting the customer.
How does one sell without selling, exactly? It's no wonder there's still
quite a bit of confusion among marketing practitioners .
WHATISCONTENTMARKETING?3
5. {SOO/o}
of business decision-makers
prefer to get company
information in a series of
articles versus an
advertisement. 70% say
content marketing makes
them feel closer 10 the
sponsoring company. while
600/. say that company
content helps them make
better product decisions.
{source: GfK}
.
opentopic
The key to success in content marketing is to focus on the relationship.
Advertising - even elaborate campaigns - can influence consumers. but
that influence is more akin to a one-night stand than a long-term
relationship. Content marketing is distinct from advertising in that it
prioritizes value (useful information/entertainment) over instructions
(direct brand messages/calls to action).
It's all about the long haul; by providing valuable. tangible information on a
consistent basis, a brand can become a trusted resource. That type of
relationship is far less vulnerable to competitive interception.
WHAT IS CONTENT MARKETING? 4
6. BIG BRANDS EMBRACE CONTENT MARKETING
Some of the world's biggest brands are now making considerable
investments in content marketing:
Subway Subway's FreshArtists series invited filmmakers to develop
stories around breakfast sandwiches.
Lego broke the mold with its funny and informative LEGOmovie,
which critics are calling "content marketing at its finest':
Coca-Cola enlisted the help of Ridley Scott to produce an 8-minute
animated film starring the iconic Coca-Cola polar bears.
Dove's social experiment, "Real Beauty Sketches," created significant buzz
by exploring how women view their own beauty in contrast to what others see.
As illustrated by the powerhouse brands listed above, big budgets and
content marketing go very well together. In fact. to support the rising trend,
creative and PRagencies are now incorporating content marketing in their
offerings and hiring industry-leading editors to run publications for their
clients. Likewise, agencies specializing in "Branded Content" are popping
up around the world, many with close ties to the entertainment industry.
But content marketing isn't solely the domain of big brands and big
budgets. Mid- and smaller-size companies can leverage content to engage
and acquire customers - without having to spend substantial dollars and
resources.
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opentopic WHAT IS CONTENT MARKETING? 5
7. CONTENT MARKETING CAN BE SURPRISINGLY SIMPLE
Rernember that the role of content marketing is to create and distribute
valuable, relevant and consistent content to attract and acquire a clearly
defined audience. That doesn't mean that content marketing has to be
complex or even expensive. The good news for brands with smaller budgets
and even tighter resources is that content marketing can be surprisingly
simple - and affordable,
To that end, here are a few things to consider:
1. You're probably already doing it
While it's only in recent years that 'content marketing' has reached critical
buzz, the fact is it's not an entirely new practice, Chances are, you're
probably already engaging in content marketing in some form of another,
Here are some common channels you may already be using to distribute
content:
Newsletters: Newsletters in particular are one of the most common, yet
unrecognized content marketing channels available. Traditionally
considered a corporate communications tool. many marketers don't put
newsletters under the content marketing umbrella. However,newsletters
are specifically designed to help inform and educate consumers, and are
incredibly useful in helping companies share content on an ongoing basis.
,
opentopic WHATISCONTENTMARKETING?6
8. CONTENT MARKETIN~ (',N BE:.Q IRDt:;> Q I' ~LY C;1~1PLf:.
According to an internal
review of The New York
Times digital strategy. the
publication lost 80 million
homepage visitors-hart the
traffic to the nytimes.com
page--in two years.
The decline in visits through
website homepages means
that marketers need to find
new "lays to invite customers
in through the 'side door'.
Compelling. usefuf content
does just that.
,
opentopic
Social media: Youdon't need to be a social guru to know that tweets and
posts that exclusively promote your wares are not effective in the social
media landscape. By sharing content that informs, entertains or provides a
service to your customers, you're more likely to build a productive following.
Blogs: Blogs are another example of a channel that can suffer if the
information shared is always company-centric. Create posts that relate to
the current conversation in your industry and - even better - ignite
discussion.
Websites: Yourwebsite may be your digital storefront, but that
doesn't mean customers will walk in through the front door. Today,its up to
marketers to create and share relevant and discoverable content to help
consumers find them online. By providing your audience with information
that supports the research phase of purchase consideration, you can hook
consumers early.
Microsites: It's otten said that every company needs to act like a media
company today. As part of this movement, more companies are launching
rnicrosites that address topics that intersect with their offerings in order to
build relationships with their target consumers. (For example, a company
that offers an line of pre-packaged organic school lunches might create
website dedicated to healthy and efficient lifestyles for parents.)
WHAT IS CONTENT MARKETING? 7
9. CONTENT MARKl TIN~ C" IJ BE:.Q IPDD Q I'It")LY C;1'1PLf::
The key to content marketing effectively for these channels is to provide
information that prioritizes your customer's needs over your products.
Here are just a few samples of the kind of content that can be distributed
across all and any of these channels:
> Thought leadership articles
> White papers
> Infographics
> How-to-guides (other than how to use your product)
> Videos (e.g. Vine)
> eSooks
> Presentations (e.g. Slideshare)
> !Vebcasts and pod casts
> And more ...
Do a content evaluation:
With so many channels now available to help create and deliver great
content. it's hard to know where to begin. However. the most important first
step in tackling content marketing is to take inventory of what content
already exists, what channels you're already leveraging as well as what's
missing. This will help determine your content marketing budget, goals, and
how to efficiently augment your current program.
,
opentopic WHAT IS CONTENT MARKETING? 8
10. CONTENT MARKETII'I~ (,AIJ BE:.Q IpDD Q I'I~LY C;1"v1PLf:.
2. It's not all about creating content
There's a misconception that marketers need to rely heavily on creating
original content to eHectively engage with prospects and consumers.
However. content creation can be incredibly time-consuming and resource
heavy.
In addition, it seems that no matter how much content is produced, it's
never enough - consumers want more. Because many marketers have to
deal with diHerent verticals, geographies, audiences. and levels of expertise,
they need to create fresh, high-quality content that's relevant for each
segment. However,creating that content is nearly impossible lor one
person or even a small team to handle.
Recent studies have shown that a lack 01 stall resources, budget, and
content creation expertise are the most significant barriers to
implementing an effective content marketing strategy. These obstacles
have inspired more marketers to engage in content curation as a core part
of their content marketing strategy.
,
opentopic WHATISCONTENTMARKETING?9
11. CONTENT MARKl TIN~ (',N BE:.c IpDD c I'I~LY SI'1PLE:
- .c:c:J--
~--e;.=-_ - ,
- CU
-~- -. ......,........c-~ _" ~_ ..- _---_, ,,-'
-
.
opentopic
Content curation often refers to "identifying. locating. filtering. organizing.
and sharing content that is relevant to your target audience:' It allows
marketers to leverage existing content - from reliable. third-party sources-
without spending valuable time and resources on developing it themselves.
Curation increases the opportunity for engagement: instead of sharing one
new piece of content per week or month, you can share a few per week. or
even per day This significantly helps keep brands top of mind with
consumers. It also provides a service to customers who don't have the
expertise or ability to find the most relevant content related to the products
and services that interest them.
A recent study from Convince & Convert reveals that when it comes to
clicks. curation wins the day. Posts hypertinking to third-party sites
generate 330/0more clicks than those linking to owned sites.
When developing the most impactful content marketing campaign. it
should not be a creation VS. curation conversation. The best content
marketing strategy should incorporate the most appropriate mix that
supports your organizations' specific needs.
WHAT IS CONTENT MARKETING? 10
12. CONTENT MARKl TINr:: ('11,11 BE:.Q IpDD Q tJGLY C;1'1PLf::
{BEST PRACTICE TIP}
When you share third, party
content on the web, It's
important to give credit to
your sources, including links
back to the main source.
Also, adding your own insight
helps drive the discussion
forward.
,
opentopic
The same study shows that more progressive content marketers are using
a content mix that is only 650/0created, with the remainder being 25%
curated and 100/0 syndicated. Depending on your budget and your content
creation resources, you may find it easier to lean more heavily on curated
content.
3. Content marketing is a long·term commitment
One of the biggest myths of content marketing is that it provides
immediate benefits. Unlike traditional advertising, which can reveal
immediate results, it can take time (otten as long as six months) to start
seeing real results from content marketing. However, instead of immediate
gratification. marketers can enjoy long-tail benefits such as bringing in new
leads from content that may have been published years ago.This is an
impressive return on investment and one that keeps giving for a substantial
amount of time.
Successful content marketing requires patience
Because the ultimate goal of content marketing is lasting, continuous
engagement, it requires a long-term comrnitment. Content marketing may
take longer to convert leads, but over time, it significantly drives down
conversion costs.
WHAT IS CONTENT MARKETING? 11
13. CONTENT MARKl TIN~ (',N BE:.Q IpDD S I'I~LY C;1~1PLf:.
The good news for marketers looking for a slightly faster return on
investment. is that content curation can be used to significantly cut down
on costs. resources. and most importantly. time. By curating content.
marketers can reap those long-term benefits more quickly and efficiently.
While content marketing can. in fact. be surprisingly simple. you have to do
the necessary legwork, research. and planning to reap the most
considerable long-term results. Done correctly. content marketing can be
one of your most significant returns on investment. Forexample:
American Express now attracts millions of small business owners to its
stories on OpenForum.com;
Red Bull currently reaches over two million people a month with its
informative magazine .
.
opentopic WHAT IS CONTENT MARKETING? 12
14. POWERFUL TECHNOLOGY = SIMPLE CONTENT MARKETING
While one could argue that great content marketing is the result of good
people and even better processes, an equally important factor is investing
in the right technology. As part of the research and planning process,
choosing the right content marketing platform is critical to creating simple
content marketing.
The best platform will help engage and acquire customers. streamline
operations and eliminate the need for additional content marketing
resources. Here are some important considerations:
Content Discovery: The right platform should allow you to find
meaningful content from different sources and give you the ability to
control/refine searches;
Curation: Youshould be able to easily evaluate. read, and watch all
within the platform, as well as easily select. reject, and package content for
each channel:
Distribution: The platform must support distribution across multiple
channel types (newsletters. social. Wordpress. etc.) - and make it easy to
package content for each:
Analytics: The right platform should allow you to evaluate the
performance of all content and channels .
.
opentopic WHAT IS CONTENT MARKETING? 13
15. POWER U~ ECHN'JL "Gv = c;l~1DLt. CO'" fEI,JTMARKETING
Other key considerations:
Is the platform easy to use? Remember. you want a solution that supports
and simplifies the process of content marketing-it shouldn't be taxing.
Does the platform integrate with other tools (e.g.•your newsletter
platform)? No marketing initiative is an island and content. in particular.
needs to easily integrate in your operational workflow.
Can the platform scale with your needs? In the spirit of keeping it simple.
you may start with just a couple of topics for your business. Over time. the
number of topics you want to address can grow. and the platform should be
able to support that. That might even include supporting content discovery
in other languages, if that's relevant to your business.
.
opentopic WHAT IS CONTENT MARKETING? 14
16. FIVE STEPS TO GREAT CONTENT MARKETING
Ready to kick the door down and get started content marketing? Listed
below are five high-level steps to help you:
1. Takeinventory of what content you already have and what you can
leverage. Already creating a monthly newsletter. blog or consistently
engaging in social media? Great - you're already well on your way.
2. Decide on a budget. Before you can really decide what you can do,
you have to decide what you're willing to commit. And that isn't just a
matter of money: Make a budget that includes the time commitment
you're willing to make as well.
3. Developing a content marketing strategy is an absolutely crucial part
of the process:
• Determine what your goals are in content marketing.
• Think carefully about who your audience is: VI/hatthey want and need,
and where they're seeking their answers.
• Choose which formats and platforms to focus on. Focuson where your
audience is.
• Find the right creation/curation mix; select the best platform to meet
your specific content marketing needs.
• Create a schedule for specific pieces of content you plan to develop over
the next 3-6 months: be sure to cross-promote in relevant communities.
,
opentopic WHAT IS CONTENT MARKETING? 15
17. VE STEPS 0 GRf::.t>T('()f1 El'l ~AIRKf::. TIfJG
4. Refine your plan, as needed, to meet budget requirements
• Predicting how much time and effort something will take is hard to do
before you get started. Check back in half way through the project or
quarter and adjust as needed.
• A strategy is extremely important to have, but always remember that it
can be changed. If you can't keep up with what you've planned, you
need to decide whether you're willing to invest more time and money,
or adjust your creation/curation mix.
5. Track what's working
• INhen refining your strategy, be sure to focus on tactics and platforms
that provide the best results. Forexample, keeping track of newsletter
distribution and which days or times work best in terms of open rates,
will be very important. Also, be sure to keep track of what types of
content (both curated and created) deliver the best response and
adjust accordingly.
• Making that determination can take some time. You might not have
much of an idea of what's working, or why, until you've been at it tor a
few months.
,
opentopic WHAT IS CONTENT MARKETING? 16
18. CONCLUSION
While content marketing is continuing to evolve, it's clear this valuable
trend will only become more essential. If anything, content marketing will
become such a conventional term that it will just become "marketing."
VVhilewe are just scratching the surface in terms of its potential. marketers
need to get smart about how to embrace content marketing correctly and
efficiently.
For marketers looking to make the leap, the most important thing to
remember is that great content marketing can be simple and cost-effective.
Marketers who can find the best combination of content curation and
creation will produce sustainable customer relationships and the most
impactful, long-lasting results.
This white paper was brought to you by opentopic
Open topic makes it surprisingly simple for marketers 10 engage and acquire customers with a steady stream of
meaningful content. Opentopic's easy-to-use content marketing platform reduces the time it takes to discover and
distribute meaningful content across the web. including websites. blogs. news leiters and social media. and generates
results for marketers. such as a 350% increase in click-through. To learn more about Opentopic visit
www.openlopic.com or email contacl@openloplc.com.
,
opentopic WHAT IS CONTENT MARKETING? 17
19. RESOURCES
Forbes, "Content Marketing is a Long Term Commitment not a Campaign"
http://www.forbes.com/sites/johnhaIl/2014/04/13/contenl-markcting-is-
a-Iong-term-commitmenl-not-a-carnpaignl
Convince & Convert. "Is Content Marketing a Necessity for your Brand?
hltp:! Iwww.convinccandconvert.com/social-media-stralegy/is-contcnt-
marke ling- a-neccssi ly-tor-your-brand/
Convince & Convert, "New Research Finds the Curation vs Creation Sweet
Spot"
hltp:1 Iwww.convinceandconvert.com/social-lTledia-measurement/
ncw-rescarch-finds-thc-curation-vs-creation-sweet-spotI
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