While other businesses have been pumping resources into their content marketing strategies, you’ve been waiting on the sidelines assessing the situation to see if it’s right for your business. You’re still looking for proof of how content marketing can help your business grow.
Recent research from Ascend2 sheds some light on this important issue; according to the research, 89 percent of companies surveyed claim that content marketing has helped them achieve important objectives like improving customer engagement, increasing lead generation and increasing brand awareness, among others.
Here are three reasons why content marketing works, as evidenced by the findings from the report:
There are a variety of options to utilize: You may find that one particular content marketing vehicle does not work for your intended audience. For instance, you may start out producing video and find out that your audience is more interested in reading in-depth case studies and white papers. With content marketing, you can easily switch vehicles without disrupting your budget or even your overall strategy. Continue reading →
One day you may think a situation is gloom and doom, while the very next day you feel like you’re on the top of the world. It’s all part of this roller-coaster ride, titled “Life.”
For instance, it was only two weeks ago that I was writing about my anxiety with the Boston Marathon quickly approaching. I had a ligament injury on my left thigh that was limiting my training plan; every time I hit 13 miles during a run, my leg would tighten up and I had to significantly slow down my pace. It happened time and time again, so I ended up altering my training plan to get healthy. As a result, I’m no longer worried about race day on April 20 and my confidence is soaring.
Strategic writing that drives toward a desired outcome should be every marketer’s goal. Whether you are looking for ideas to build out your editorial calendar or actually writing, taking some extra time to ask yourself a few critical questions can mean the difference between ‘OK’ content and crafting material that actually drives positive business outcomes.
There’s a one buzzword that is gaining an increasing amount of attention in content marketing: accuracy.
Right now, it’s relatively easy for a website loaded with misinformation to rise to the top of Google’s search engine rankings; all it takes is enough people linking to the website in order to inflate it past credible sources. This is a problem for Google, as the company’s goal is to be the most accurate source of knowledge on the Web.
In order to solve this problem, Google is developing a project called Knowledge Vault. For quite some time now, researchers at Google have been collecting vast amounts of information from across the Web and sorting through the data to determine specific truths. For instance, an example one such truth would be “grass is green.” Continue reading →
There are now 46 days until I run the Boston Marathon, and I’m nervous—like starting-to-freak-out nervous. Not only am I extremely worried about the daunting Heartbreak Hill, which has crushed many runners’ dreams over the past decades, but I also have a nagging injury to deal with. These are the most crucial weeks of training when you’re supposed to hit the 20-mile mark, but unfortunately, this ligament injury on my left thigh has been causing me some serious headaches over the last month. I’ve started to question whether I’ll be ready for race day on April 20.
While rehabbing this injury, it got me thinking about how overcoming an injury is similar to a company trying to conquer its content marketing challenges. I’ve responded to adversity with changing up my routine and seeking outside help, which is sound advice for businesses whose content marketing strategy is not hitting the mark. Continue reading →
We’ve all been there before: You look at your schedule and immediately feel overwhelmed by the myriad of impending calls, reminders and meetings, but you need to get an article done by the end of the day in order to make its deadline.
“Today is looking like one of those days,” you think as you ease into your chair, obligatory cup of coffee in hand. So…what do you do?
There’s been a long-standing debate in the content marketing industry about whether long-form or short-form content is more effective. One side argues that long-form content, which typically runs over 2,000 words in length, makes for a more in-depth and compelling read, while the other side contends that short-form copy, or blogs that are less than 1,000 words, is more easily digestible and sharable. Let’s take a deeper look into the pros and cons of each: Continue reading →