You don’t need me to tell you how potent content marketing is. I could spout off a laundry list of stats, e.g., “ conversion rates are nearly 6x higher for content marketing adopters than non-adopters” or “content marketing costs 62% less than traditional marketing and generates about 3 times as many leads.” You get it. But the term “content marketing” is a wide umbrella, encompassing a nearly infinite number of strategies and variations. What you really need to know is which content marketing tactics will get you legitimate results—which ones will boost your traffic and generate sustained leads. In other words, which strategies are truly worth your time? In this post, I’d like to discuss six key tactics I feel are most pertinent for content marketers in 2017. More specifically, these tactics will give you 142% more traffic in six months. Here we go. 1. Create multiple landing pages […]
Driven by trends in lower performing advertising and changing consumer behaviors, many marketers have embraced content with the majority of companies adopting the practice. According to CMI and MarketingProfs 2017 Content Marketing Benchmark report, the most successful B2B marketers spend an average of 39% of their marketing budget on content marketing and 39% plan on increasing spending in 2017. However, even with the promise of greater marketing performance through content, organizations are challenged to produce a variety of engaging content on a consistent basis and there are a few key reasons why: 41% of marketers are clear on what an effective content marketing program looks like 36% are somewhat committed or not committed at all 75% are minimally or moderately successful at content marketing What’s missing in the content marketing success equation where clarity is not so clear, commitment is not in full force and most companies think their […]
Although some firms consider hiring a chief content officer (CCO) a best-practice, it turns out that bringing an executive on board at that level hasn’t been realistic at most companies.
Most B2B organizations (other than publishing, communications, and media companies or agencies) don’t have a person with chief content officer title who has a seat at the CEO’s table.
Not to worry, though: similar to the results of a Content Marketing Institute and MarketingProfs study, a 2016 study conducted by Curata found that 75% of companies are increasing their investment in content marketing, and 43% are increasing staff levels.
Chief marketing officers have recognized the need for a core content marketing team, led not by a CCO but by a content executive (typically with a marketing operations manager or writer/editor title), who develops and orchestrates a content strategy across the company.
Content marketing has a problem: the content itself. Creating good content is expensive and time-consuming. It requires skill and subject expertise. It’s generally a pain in the … budget. And bad content? It might be less expensive. And easier to create. But it’ll get you almost no results. Fortunately, there are several ways around this: You can outsource your content creation, either to freelancers or influencers. You can hire an Editor to take your in-house rough drafts and make them better. You can create far less content, and just promote, SEO, and advertise the heck out of it. You can curate some of your content. You can just ignore content marketing entirely, and stick with advertising … at least for as long as that lasts. I don’t recommend that last one. And while the other tactics are good, they aren’t actually the best option. But before I get to […]
Why waste time creating content that doesn’t get you traffic, links, and shares? The problem for many content creators is they aren’t sure what type of content to focus on, so they try creating everything and anything they feel like creating in the moment. That works for some, but not for all (especially not for me). Let’s focus on 3 types of content that are proven to get you more traffic, links, and shares. If you focus on creating these types of content pieces you will start seeing better results. Good? Read on. 1. A Sure-Fire Way To Get Attention and Traffic Fast (Especially For Beginners) With A Recognition List Post Anyone doing something online whether that’s blogging, selling, writing, video publishing or email marketing love it when their work is recognized by others. Think back to when you were a teenager. Think of times when you put in […]
Despite all the shiny new things at the Mobile World Congress, content is still the key to marketing success. BARCELONA — Robots, connected cars, virtual reality rides and 5G devices are the shiny things that line the show floor here at the Mobile World Congress (MWC). But content is still king, said Vice Media CEO Shane Smith. "What are you going to fill the pipes with? All of the data and algorithms in the world can only take you so far," he said during a morning keynote at the event, which attracted more than 101,000 attendees from over 200 countries and more than 2,200 exhibitors. But content has to be reimagined for the always on, multiple screen world in which the same viewer might want to watch Michael Phelps win a gold medal, find out his age, see who he is dating and then tweet about it all a […]
Are you creating great content and seeing no return? Are you baffled because your content performs great on social and generates a lot of traffic to your site, but results in high bounce rates and low conversion rates? Your problem may not be your content or the way you are promoting it. Your problem may be a lack of middle of the funnel content. If your site doesn’t bridge the gap between introductory content and decision stage content, how do you expect your audience to make that leap? I’m sure you have great content and your products / services page is superb, but none of that matters to your audience. Your audience thinks in one mode, and that mode is ‘what can you do for me today?’ Therefore, you need to provide valuable, educational content at every stage of the funnel. You’ve grabbed the attention of your audience, now […]
5 Tips to Crack Google’s Algorithm and Drive Quality Traffic To Your Site Let’s face it… With over 200+ Google ranking factors making sure the law of the land prevails, and over 1 billion websites fighting for spots in search engines – if you ignore SEO, your online sales are likely to go south, especially if you are unlucky enough to get struck with a Google penalty. If you do not want to fall victim to a Google penalty, ensure that whenever the Google God’s wave their magic wand and whip up an algorithm update/change, such as Penguin, Pigeon, Panda, Hummingbird, or the recent RankBrain roll out, that you comply. But then again, how do online website owners actually comply when Google reveals only so much? Even if you keep your nose pressed against Google’s conference room, you won’t get to know much. So, how do you actually entice […]
If you thought your research days were over when you graduated from high school or college, think again. If you create any kind of content as part of your role, your arguments should be well-supported with data. Why is research so important? It makes your claims credible, your content authoritative, and helps you earn more social shares and backlinks. In fact, an analysis of over one million articles from Moz and BuzzSumo revealed that research-backed content generates more shares and more backlinks than other content types. The thing is, finding the research to cite is tough sometimes. The original source data can be hard to track down and citations might be incorrect or missing, among other issues. For all of you content creators, bloggers, SEOs, and market researchers, we feel your pain. So we put together a comprehensive list of sources with original research data about all things marketing. […]
The Internet is a noisy, overcrowded place. Building momentum for your brand is often an uphill battle, and getting your audience to buy in can be daunting. So, how do you get people to take you seriously? How can you go from being just a little fish in a vast ocean to becoming a recognizable brand or even a household name? One strategy that’s proven to be effective is influencer marketing. The number of brands using this strategy has grown exponentially over the past few years. In fact, “interest in influencer marketing has risen more than 90x from 2013 to the present.” Here are some other stats to give you a better idea of the state of this strategy at the moment: “Influencer marketing content delivers 11x higher ROI than traditional forms of digital marketing.” “Twitter users report a 5.2x increase in purchase intent when exposed to promotional content […]