Focus on the content, not the channel.
We’ve been around the block a few times and seen a marketing department or two. Based on roughly two decades of experience working in these jungles, we’ve determined that many of them are still doing business the old-fashioned way: in creativity-stifling silos.
How much do you really know about your customers?
What print magazines do they read, and do they regularly spend time on Twitter, for instance? What are some of their key challenges? Where do they go online to get information for their job?
Those kinds of details can actually help you make smarter decisions about your marketing. In fact, building buyer personas that include details about areas such as behavior, motivations and goals is a crucial first step in developing an effective inbound marketing strategy.
Print remains king when it comes to content, according to a new survey from the Custom Content Council and ContentWise, called “Characteristics Study: A Look at the Volume and Type of Content Marketing in America for 2013.”
Content marketing is an investment — of time, of money, of creative brainpower.
No matter how fabulous your product or service is, if you don’t get your message out, you won’t drive traffic to your website… and you know what happens next. Nothing.
Even if you already know that content marketing can help you, there’s a significant difference between knowing content marketing is the solution and knowing how to create a solid content marketing strategy. That could be why only 37% of marketers say they have a defined content marketing strategy and 64% of marketers say they want to learn how to build a better content strategy.
Great content marketing strategies include many different tactics, and if you want your marketing to be truly effective, you have to decide on the ones that make the most sense for your business. While there are many different content marketing tactics you can use to fuel your business growth, here are seven of our favorites.
Americans love streaming video (we’re looking at you, Netflix and HBO Now!) and the love’s only growing stronger.
I once had a breakup that went so well it almost made me want to get back into the relationship again. (I said “almost.”) It was thoughtful, it was kind and it was mutually respectful. When I think back on that relationship, what I remember most is how well it ended.
As it turns out, that’s not as unusual as it sounds. In his latest book, “When: The Scientific Secrets of Perfect Timing,” bestselling author Daniel H. Pink says we’re more affected by the way things end than we probably realize. In fact, he devotes an entire chapter to endings and why they matter. Whether it’s a meeting, a concert or a sales call, the way we remember it will be colored by how it ended, so Pink asserts that we need to give more thought to how we wrap things up.
Take a basketball game. Your team is down by two in the final seconds of the game, then a turnover puts the ball back in your team’s hands. It’s a long shot, but just as the buzzer is about to sound, your shooting guard launches a hail Mary three-pointer that swishes through the net. That player is heralded as a hero for winning the game and, while it was a magnificent shot, it wouldn’t have gotten the same kind of glory if it had happened, say, in the first quarter.
The same is true of other things, right down to how we die. Pink points out that a person who’s lived a good life but makes some well-noted missteps in the final months of his or her life will be remembered for those failings, while an individual with a less-than-savory history who makes a turnaround at the end of his or her life will be seen as a success story.
What does any of this have to do with content marketing? Everything.
As our attention spans grow shorter and more consumers “cut the cord” to cable television, video is becoming increasingly popular. That growth is only expected to increase in the future.
Just check out these incredible stats:
- YouTube has more than one billion users, which is nearly one-third of total global internet users.
- People watch more than 500 million hours of videos on YouTube every single day.
- Video is projected to represent 82% of all internet traffic in 2021.
When done right, the return on investment of video marketing can be huge. In fact, 51% of marketing professionals around the world said that as far as content goes, video has the best ROI. Marketers who use video increase revenue 49% faster than marketers who don’t use it, and social video produces 1,200% more shares than images and text combined.
If you want to learn how to do video marketing for your business, follow these useful tips.
Creating blog posts takes several hours from the beginning to the end.
You set aside one or a number of days coming up with blog post ideas. Then, you put together an editorial calendar, assign out the writing and editing of the posts, schedule them on your blog and promote them through email and social media. All in all, it can take several hours to simply create one new posts.
Though this entire process is tedious, blogging is critical to the success of many businesses.
After all, featuring a blog prominently on your website can give you a 434% better chance of ranking high on search engines. In addition, 47% of buyers will look at three to five pieces of content before engaging with a sales rep. Whether you’re a B2B or B2C company, blogging should be a top priority.
You want to blog, but you don’t want it to eat up all of your time. So how do you constantly come up with new blog post ideas when you’re already busy with other marketing tasks? By automating and streamlining the blog post idea and content creation process so you can focus on your other responsibilities.
As part of that streamlining process, use these 20 methods for developing new blog post ideas.