Tag Archives: Content

Four New Charts That Show the Value of Small Business Blogging

Need more proof that blogging is important to your small business?  Check out the stats in these newly issued charts.

Excerpt:  Of course, it’s not just about quantity — quality is also important here. But the HubSpot charts and statistics echo what I’ve seen with my own clients in the past. It takes a little time to gain traction and see results, but when a small business consistently publishes quality content each month, and keeps doing so for several months to a year (and more), website traffic goes up along with other goals — whether it be lead gen or product sales or whatever.

Read full article via Four New Charts That Show the Value of Small Business Blogging.  From Small Business Search Marketing

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Where to Start with Your Content Marketing Strategy

Guest Post by Charlotte Rivington

Need to be ‘doing’ content marketing, but don’t know where to start? Here’s our guide to building your first effective content marketing strategy

1. Know who you’re talking to
One of the biggest differences between on- and offline readers is that online, people are task-focused: they’re trying to solve a problem, get something done or answer a question. What are they going to be doing when they come to your site? Before you start planning content, get to know your audience and what they want.

2. Decide what you’re trying to achieve
Are you trying to improve sales? Get more sign-ups? Or are you looking to be a thought leader in your field? Set your own objectives. Not only will this help you generate content ideas, it’ll also give you something to measure your success by.

3. Pick your specialist subject
Especially the case for B2B marketers, understanding the niche expertise you have and developing a way to share that expertise is an essential step for your content marketing. Ask yourself: what do you know more about than anyone else? Then write about that.

4. Channel hop
Once you know who you’re talking to, what you’re talking about and why, choose your platforms. Are you going to be putting content up on your site? Will you be running a blog? Can you guest-post elsewhere? Do you have a social networking strategy you can capitalise on? Make sure you understand the channels your audience prefer, and use the COPE principle: create once, publish everywhere.

5. Bring your own discipline
Traditional publishing houses have a strict hierarchy to make sure quality content gets produced on time and to its brief. Learn from them: plan your content in advance. Keep an editorial calendar. Set deadlines and meet them. And do everything you can to make sure quality is high – proofread, fact-check and stay up to date.

6.  Make things easy
Pick formats of content you can repeat on your website over and over. Things like top tips, buyers’ guides and case studies can follow a pattern every time, making it easier for your users to scan-read and making it easier for you to produce. And remember that content often begets content – planning a competition? Run a blog post announcing it, use the results as research findings and create a press release, create a follow-up interview with the winner…

7. Be realistic about your resources
Content production doesn’t just happen. It takes time to do it at all, and tremendous skill, expertise and more time to do it right. If you haven’t got the resources to do this in-house, you need to allocate your budget and outsource the work to a content marketing agency.

Author: Charlotte Rivington is a freelance writer on social media and marketing, actively blogging covering everything from marketing tips and intriguing fresh new content. When she is free she loves to travel whilst she writes.

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Filed under Business Blog & Miscellaneous, Marketing, Branding, Sales, Advertising, eCommerce & Social Media, Small Business

10 Interesting Digital Marketing Stats

Good takeaways from this article with links to various references.

Excerpt:  Here are some of the most interesting digital marketing stats we’ve seen this week.

Stats include how shoppers use mobile for product research, content marketing, Marks & Spencer’s multichannel shopping experience, Vevo and online customer service.

Read full article via 10 interesting digital marketing stats we’ve seen this week | Econsultancy.

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Filed under Business Intelligence, IT, Data Management, Metrics, Cloud & Mobile, Marketing, Branding, Sales, Advertising, eCommerce & Social Media, Website & Digital Media

44 Must Read Resources on Content Marketing

KISSmetrics in their detailed and information packed manner have given us 44 useful resource links with descriptions.   Recommended.

Excerpt:  The following resources below will help anyone learn about why content marketing is important to any business and how to get the most of it.

Read full article via 44 Must Read Resources on Content Marketing.  From KISSmetrics

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6 Steps on How to Cash-In on the New SEO

Great how-to in this article for changes challenging us all.

 Excerpt:  Author Rank. Panda. Penguin. Mobile. Google+. If you think about it, these things were not on most SEO and online content marketer radars in the early 2011. But in just a year’s time, they have become major components of Web marketing.

Have you responded to these changes? Have you learned how to tap into the potential of these developments and increase exposure for your brand, traffic to your site, and money in your bank account?

If not, now is the time to jump on board. Let me show you six general steps you need to take to cash in on the new SEO and finish 2012 strong:

Read full article via 6 Steps on How to Cash-In on the New SEO | Search Engine Journal.

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Content Marketing: Master The Content Loop in 7 Steps

More today on content and your marketing campaigns.   Article has good tips and takeaway how-to in a ‘no-nonsense’ format.

Excerpt:  And when it comes to creating and distributing content as a key part of your content strategy, keep two objectives in mind: creative and marketing.

The creative objective is to regularly come up with contextual material that the audience finds relevant enough to opt-in to receive, compelling enough to share with friends, and engaging enough to demand and come back for more—thus building a community around content.

The marketing objective is to amplify reach for all content. The ideal goal? Create content that goes viral.

Read full article via Content Marketing: Master The Content Loop in 7 Steps | V3 Kansas City Integrated Marketing and Social Media Agency.

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The Secrets Behind Content With 10,000+ Shares

Another great article from BlueGlass  —  the steps you can take to help “luck” in creating viral content.

Excerpt:  Crafting viral content is part formula, part intuition, and part luck, but by breaking down successes as you discover them, you will become increasingly more intuitive about what will and what won’t resonate with readers. By incorporating the above elements into your content, you will set yourself up with a considerable advantage over your competitors in an increasingly crowded and noisy landscape.

Read full article via The Secrets Behind Content With 10,000+ Shares.  From BlueGlass

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What’s Your Content Performance Ratio?

Good read with tips, tools and advice.   Part of learning best practices in an evolving trend is to collect the data and tools   —   this article stands out as a valuable.

Excerpt:  When people start content marketing initiatives, they often have lots of new, exciting ideas and brainstorms about how they can generate lots of social attention, influence the influencers, and attract high-quality links.

However, it can be very easy to get carried away with all of these new ideas and concepts and forget that the best content for your brand, might already exist….

Content Auditing
The first step for us, in any content marketing project, is to perform a content audit.

Read full article via What’s Your Content Performance Ratio?.  From Blue Glass

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Content Marketing: McGladrey’s 4-Step Process Increases Content Production 300%, Web Traffic 100%

Recommended read for all small business.  The article includes great takeaway how-to in website content design and management for impressive results.   The example in the article is a tax and consulting firm but the tips and advice hold true for all businesses.

Excerpt:  SUMMARY: If the website is the center of the marketing universe, content is the cement that holds that foundation together, according to Eric Webb, Senior Director of Communications & Brand, McGladrey, a global assurance, tax and consulting firm.

This case study covers how McGladrey completely revamped its content marketing and website design, streamlining content production in the process. The company increased Web traffic, boosted its content production, and, in a less than three-month period, can now attribute $427,000 in business to its content marketing strategy.

Read full content via Content Marketing: McGladrey’s 4-step process increases content production 300%, Web traffic 100% | MarketingSherpa.

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When Did Yoda Start Writing CEO Speeches? – HBR

I loved this article — as you know, if you have frequented this site often, I love wordsmiths and well written content, but will readily admit to being guilty of all author mentions and more in crucifying construct.     I always want to minimize the content to the least number of words possible — sort of a very bad shorthand communications.  For all leadership and management

Excerpt:  We invent jargon, rely heavily on clichés, repeat catchphrases endlessly, and restart sentences three or four times before finding a way to finish them. And to paraphrase Schopenhauer, every generation ridicules the other ones, and they are all right. Millennials think their elders speak in a lifeless monotone (think Ben Stein), and we think they use upspeak way too much. But for some reason, nothing pains me as much as the backloaded business sentence.

Read full short article via When Did Yoda Start Writing CEO Speeches? – Andrew McAfee – Harvard Business Review.

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Author Rank: A Step-by-Step Guide to Dominating Search with Content Marketing

Good read from Neil Patel  —   as with his KISSmetrics blog, this too is an article with lots of how-to, examples and information.

Excerpt:  Selfish in that these changes will keep more people on Google’s products. Not a bad thing from a business standpoint, but from a user standpoint some of these changes impact search negatively

The selfless reason is that Google is trying to deliver more content that is based on personal signals. They are trying to take advantage of the fact that people are more likely to read or buy something if they see a friend likes it, too.

Whatever the reason for these changes, this is really good news for anyone who makes a living at creating content    Let me show you the changes, and then simple ways how you can leverage each one.

Read full article via Author Rank: A Step-by-Step Guide to Dominating Search with Content Marketing.  From QuickSprout

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Cracking Into Video’s Cost Structures

With video now becoming, or is, a big part of online marketing success, this article gives you some basics of the various video price structures in use and what each mean to you.

Excerpt: That being said, CPM remains the main tactic for buying reach and scale, so while the price varies depending on the seller and the level of content, this structure is typically more cost-effective than the others. Conversely, advertisers buying on a CPCV and CPE basis are buying with the explicit understanding that someone is actually seeing their ad and are hopefully more likely to remember the brand, so they are going to be paying more. Similar to display, the online video market may never agree on one single pricing model.

As long as we get both sides to understand the differences between the standard pricing models, advertisers will be ensured high impact and scalable message delivery while mitigating wasted spend.

Read full article via MediaPost Publications Cracking Into Video’s Cost Structures 09/13/2012.  via Online Video Insider

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The Ultimate Guide To Creating Viral Content

As we have come to expect from KISSmetric’s how-to articles, this one has in depth how-to, examples and tips.  Recommended read for all small business websites  —  be it blog or video or …..

Excerpt:  All of us have witnessed the phenomenon of the viral video first hand. From the days of the Numa Numa guy on YouTube to the latest Volkswagen ad, we now know that there is value to be had if our content is viewed by large numbers of (hopefully interested) people.

But video is not the only kind of content that can go viral; there have been many blog posts, forum comments, infographics and images that have traveled virally too.

Every marketer understands the potential that exists with the internet, but creating content that travels virally is no easy feat; it depends on a large number of humans having a related emotional reaction to your content.

Many marketers have been quick to point out that it is impossible to “create” viral content and that virality is not a product in itself but an effect. A viral reaction to an image/blog post or a video can occur, but the content cannot be viral through its very nature.

But Is That True? Is It Possible To “Create” Viral Content?

Within this guide to making viral content ……

Read full article via The Ultimate Guide To Creating Viral Content.  From KISSmetrics

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Audience Aligned: Why Web Search Optimization Is The Top SEO Today (Infographic)

As a brand, there’s nothing worse than climbing a long ladder day after day, month after month, only to discover that it was propped against the wrong tree. Unfortunately, this is exactly what many brands and agencies are doing by following search engine optimization practices.

If SEO is what you’re doing, you’re working to please Google, not the people who control your profits. Enter web search optimization (WSO), a comprehensive, people-centered approach to taking control of your search traffic.

Alchemy-Viral-SEO-2KF2
Via: www.alchemyviral.com Find more amazing infographics on NerdGraph Infographics
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How To Make an Eye-Catching YouTube Page

For all small business marketing —  we know the appeal of video and the success of viral YouTube, but it takes more and better to get it right.  Article includes advice and tips.

Excerpt:  Is your brand on YouTube? If so, congratulations on crossing the video content chasm. Video is one of the most time-consuming types of content to produce and doing it well is difficult. Getting it right, though, can pay off in millions (of pageviews), thanks to the wonderous video site we all know and love, YouTube.  ……..

With video a growing component of companies’ content strategies, building a YouTube brand page that stands out from the competition is increasingly important.

Read full article via How To Make an Eye-Catching YouTube Page.  From Contently

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