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 […]
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.
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 […]
By now you know that — technical details aside — SEO is not separate from content marketing; it’s an integrated aspect of content marketing . Optimizing your content for search engines is part of your craft and a skill you can strengthen with practice. But even when you rank well for search terms your audience uses, the real test is what happens when someone clicks through to your website. As Brian wrote on Monday: “There’s nothing worse than a quick bounce.” To avoid a quick bounce, you need to focus on content optimization. Since you don’t want to miss any opportunities to connect with your site visitors, study this list of five common mistakes — and how to fix them. Mistake #1: Your visitors can’t tell if your content’s right for them A row of four new houses that all look basically the same were just built on the […]
The FAQ (Frequently Asked Questions) page started out, like most information on the Internet, with the very best intentions. Its purpose was to provide a list of questions and answers the site authors would anticipate the user would ask often (albeit, the “frequent” part) thus negating the time the users spent either searching the site for an answer, sending a question through the contact form or *gasp* calling the contact number for an answer. But also like other vanguards of the Internet, it has long outlived it’s usefulness and is time to be retired. The FAQ has gone from a convenience tool for customers looking for quick information, and has turned into a dumping ground of information that: Does not fit within the information architecture of the web site, yet is deemed important enough to stay Is cleverly disguised as helpful information to the user but is in reality […]
Look. Marketing is way more difficult than most people realize. But, that doesn’t mean it’s impossible. You’ve got the products. You’ve got the website. You’ve got the payments all set up, and you’ve got everything ready to be packaged and sent out. Now, all you’ve got to do is bring in some website traffic and convert your visitors into paying customers. It won’t happen overnight, and it will be a challenge. But, with some strategies in place, you’ve got a good starting point for successfully marketing your ecommerce website. The following ecommerce marketing techniques are some that really give you the most bang for your buck, and are a great starting point for those who have already spent time building an ecommerce website , have sold some products, and are ready to start bringing in new customers. Strategy One: Guest Post on Quality Sites You may be wondering what […]
For the first time since the millennia, both web and enterprise content management systems are setting the same course Over the past year, we’ve witnessed a push to using headless CMSs. While the concept is far from new, the interest reflects a growing recognition that managing content for multiple channels is hard to do well while also managing those disparate channels. Meanwhile, in the enterprise space, there’s growing recognition that the old ECM deployment models have failed and leveraging content services is a better approach for managing enterprise content. For the first time since the turn of the millennia, web and enterprise content systems are setting the same course. The Underlying Problem with CMS What’s driving this two-pronged change is the realization that now more than ever — content matters. Enterprise content management (ECM) emerged as a way of combining the different content applications, including web content management (WCM), […]
Search engine optimization — SEO — is one of those “you love it or you hate it” topics. Some get a charge out of the challenge of keeping up with those wily engineers at Google. Others would rather eat a bug than try to figure out what “headless crawling” means and which redirect is the right one to pick in months that end in R. I have to confess, I’m in the bug-eating camp on this one. Fortunately, although technical SEO is still important for some sites, there’s a crazy-powerful optimization technique that people like me can get really good at. Yes, it’s content. (You already knew that, because you’re smart.) Yes, it has to be good content. And yes, I’m going to talk about what, specifically, “good” means. But first, I’m going to talk about my most important search optimization rule. The great rule of SEO My first […]
Planning and producing content for websites is challenging. It has to be useful for the organisation and their customers, written in an authentic voice and tone, and there are often lots of people involved with individual agendas and priorities. Add to this the considerations needed around accessibility, structured content, localisation,personalisation, migration, governance (and many more), and you can easily find yourself spiralling down a rabbit hole of missed deadlines, delayed content and out of control budgets. I’ve painted a bleak picture here but there is hope. Having a content strategy for website projects can ensure a better way of getting content planned, produced and published. We need to put content at the top of the agenda from the get-go and ask questions early on in the project to make sure you don’t get to the stage of building the website and realising there is no content. When content isn’t […]
Good, bad or indifferent – 2016 is over. And while 2017 is well underway, I recommend content marketers take one good look back before they go. The past is the past, after all. And there’s plenty of lessons from 2016 that we can apply going forward. 1. We’re getting better at this. Good news first: The big story of content marketing in 2016 is that content marketers were considerably more effective than they were even one year earlier, with 62 percent of B2B content marketers and 63 percent of B2C content marketers report that they were “somewhat more successful” or “much more successful” than they were one year ago. Most content marketers report that they were more successful with their content marketing in 2016 than in prior years. This is clearly great news. It means we can canvas for larger budgets. It also means we can better balance between […]