Tag Archives: content marketing

Put Your Content Marketing Strategy in Writing Before 2017!

2017-goals-sizedIf your content marketing strategy isn’t documented, getting buy-in from stakeholders will be pretty difficult. Gaining team collaboration around the strategy and measuring its effectiveness will be tricky as well. What are you waiting for? Without a documented strategy for your custom content, your 2016 successes must have been hit-or-miss at best. Continue reading →

How Mobility Helps Marketers Engage More Customers

stock-624712_1280Everything users do on their smartphones and tablets leaves a digital footprint. Savvy marketers are collecting that information to benefit their customers and prospects and, hence, their brands. Such opportunities are expanding exponentially these days as the mobile audience surpasses the desktop audience, now representing 65 percent and 35 percent, respectively, of all digital media time. Continue reading →

The Measure of a Brand: Content

mixer-medium_1280Marketers have a couple major hurdles to overcome: generating traffic and leads, and proving the ROI of marketing activities. According to a HubSpot survey of 4,500 marketing and sales professionals, these were the top two challenges agreed upon by 65 percent and 43 percent of respondents.

To address these challenges, successful companies are turning to marketing automation (MA) software, which is also known in some quarters, aptly, as “lead generation software.” While MA is certainly a boon to marketers—helping them to shorten the sales cycle and close deals more quickly—it is only as good as the content it supports. Continue reading →

I’m Supposed to Look at Playboy for the Articles Now?

playboy-42527_1280What happens to a business when its preeminent product becomes passe? Just ask Playboy founder and editor-in-chief Hugh Hefner. The 90-year-old magazine magnate agreed to stop publishing images of naked women—Playboy’s claim to fame—with the March 2016 issue of the 62-year-old publication, which debuted in 1953 with Marilyn Monroe on the cover.

What caused Hef to change his tune? As the Internet evolved and pornographic images became freely available, the magazine known the world over for its provocative photos was forced to undergo a redesign. The content was simply no longer relevant, having lost out to the Web in shock value, commercial value and cultural significance. Continue reading →

Five Things Successful Content Marketers Never Do

false-98375_1280By now many of us have been doing content marketing long enough that we’ve made plenty of mistakes along the way. But they do say that mistakes have value, right? Our successful moments can at least partially be attributed to the fact that we’ve had less successful ones first—and they’ve ultimately helped us become better at what we do.

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Would Your Content Be Good in Bed?

girl-MEDIUM768680_1280What is good content? You know it; you’ve been lucky enough to read it most of your life. I believe it consists of three primary characteristics: It is engaging, fulfilling and strengthens relationships. Today’s leading content marketers incorporate these attributes into their brand messaging to drive consumer interest in their products and services. Otherwise, they’d be missing opportunities to connect with key targets in a meaningful way. And I couldn’t help but note that these same characteristics brought to bear in the bedroom would lead to successful outcomes there as well. Continue reading →

The Content Doctor Will See You Now

contentdoctorDear Content Doctor: I was recently hired to join the marketing department of a reputable, well-established organization in my hometown. When I accepted the position, it was with the understanding that marketing would be enabled to do its job with the full cooperation of the C-suite. I believed that any company of note in today’s day and time would understand the need to leverage forward-thinking marketing strategies to get a leg up on the competition.

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How Bernie Sanders Won the Content Marketing Game

Bernie 2 PixlrBernie Sanders may not have clinched the Democratic nomination, but his content marketing strategy was a winner.

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How to Humanize Your Brand With Storytelling

You’ve heard it before:  The best way to attract new customers and strengthen relationships with existing ones is by connecting with them in a deeply human way. Often, though, establishing a human connection via digital mediums presents a challenging task for marketers. After all, the Web creates a barrier between you and your audience. Unique, personalized stories that resonate with your audience work to diminish this obstacle, and help to create meaningful customer relationships.

Before we begin discussing strategy and highlighting great examples of brand storytelling, let’s talk about what not to do. “Brand storytelling” might make you think this will serve as a great platform to share your brand’s unique story. While this is certainly important, it is not what brand storytelling is about. Rather, this content marketing strategy is about telling the stories of your consumers so they can feel more connected to your brand.

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How to Make the Most of Client Testimonials for Brand Engagement

book-863418_pix (1)When a third party touts your brand message, it’ll hit home with your key targets a lot sooner than anything you say. Sorry, but that’s the cold, hard truth. Most audiences are inured to the slick promotional brand avowals they’ve heard in company-sponsored ads and other promotions most of their lives.

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