Chances are you’ve heard or read about the term “content marketing.” After all, almost every major news publication from Forbes to The Huffington Post has written about it and companies are increasingly investing in it. According to research from the Content Marketing Institute, 46 percent of businesses plan to increase their spend on content marketing, while 32 percent have already made a commitment to keep their budgets the same.
But what exactly is content marketing and how does it work? Continue reading →
That frigid, bitter wind was whipping against my bare legs and face as I walked outside last night to continue my marathon training. With the wind chill hovering around 20 degrees, the easy decision would have been to turn right around, grab some hot chocolate and relax under cozy blankets for the night—with Netflix by my side, of course. But no, I needed to face the elements. If I didn’t stick to my rigorous training plan—in which I run at least 30 miles a week—my marathon time will not cut it. So there I went into the frozen tundra for one of the most painful 7-mile runs I’ve ever experienced. But when it was all over, it felt amazing to conquer Mother Nature and stick to the training game plan. Continue reading →
Most of us would rather act on a referral from a friend than make a purchase based on a sales pitch alone. We want to know that the product or service actually works before we take the leap to buy, and we’re bound to put more trust in someone who has already used the product successfully than the person trying to convince us. In fact, nearly 9 in 10 consumers have read online reviews to determine the quality of a local business, and 39 percent do so on a regular basis, according to research from BrightLocal.
That’s where fact-filled case studies and testimonials come into play for your content marketing strategy. Case studies and testimonials give you the opportunity to establish credibility, helping your business prove claims about your product or service and convert more prospects into customers. In fact, customer testimonials are the most effective form of content marketing, according to SalesStaff’s “100 Sales & Marketing Stats That Will Blow Your Mind.”
Businesses across all industries have gradually accepted the fact that in order to be successful, they really don’t have much of a choice other than to begin forging their content marketing strategies. But there’s a catch: A vast majority of them admit they’re not really good at it.
Marketers exist to promote their products and ultimately generate new revenue streams. To do this, they’ll place ads in newspapers and on websites, pay for radio and television commercials and write pertinent blog posts, among many other things.
The mistake, it appears, is that many marketers approach digital mediums the same way they approach traditional ones. As a result, their blogs—the cornerstones of their content marketing efforts—often end up more like really long ads than engaging, beneficial content. Continue reading →
There’s a marketing lesson to be learned in most situations, as proven by the bizarre way the ‘Alex from Target’ episode is unfolding.