Here are this week’s content marketing gems
Econsultancy’s Content Marketing Survey Report, in association with Outbrain, found 28% of in-house marketers spend more than £100,000 (approx. 150,000 USD or 116,000 EUR) annually on content marketing.
The smart cookies even know that unique fresh content that is popular and resides on your website can provide better search results. Key terms that people use to find your product or service may even appear on page one of Google if your content and search strategy is integrated and honed. That is gold for any brand.
With so much emphasis often put on the traffic generation potential of a good content marketing strategy, I want to focus this post on measuring and increasing the return on the (sometimes sneakily large) investment.
You’ve probably heard the big commandment of content marketing: Don’t talk about the brand. If you do, the theory goes, you’ll drive consumers away. After all, they want to read about the things they love, not about you.
Don’t look now, but content marketing has hit a wall. In the past month alone, experts at Marketing Profs, Interacter, and Forrester have questioned the legitimacy of what was once an online marketing and engagement cornerstone.
Previously, the biggest challenge was to create engaging content. Now the biggest challenge — at least, according to 29 percent of B2B marketers surveyed in recent CMI research — is simply creating enough content to satisfy business needs.
Hard sells and hollow promises are met with more skepticism than ever, while dry, lifeless content is relegated to the trash folder. There’s no question that applying an editorial mindset to craft compelling and serviceable content is one of the best ways to engage prospects.
While there is no perfect structure for a marketing organization, it’s apparent that we are starting to see marketing departments transform themselves into publishing organizations. And with that transformation comes a shift in the key business roles that marketers must now fill.
If you observe blogs like Kissmetrics, SEOMOZ, and Avinash, you will find one common factor with their writing process, that is “Content Flow”. All such blogs are very popular in terms of providing useful information to their readers.
You’ve heard it a million times by now: every brand is a publisher. But no one said it’s easy to be a publisher. Publishing comes with a real need to “feed the beast.” And, that beast is hungry on pretty much a daily basis. Some brands, such as Red Bull, tweet up to 200 times per day.
These where the content marketing gems of this week. Enjoy!