When it comes to developing content marketing strategies, the plans created and tactics used are only as good as the results produced. You can design beautiful infographics, create useful guides and publish blog post after blog post — but if your content strategy doesn’t achieve the identified goal, what is that content worth? Not much. With any marketing strategy, measurement and tracking are extremely important when reporting ROI, and the same is true for content marketing. There are many different tools available to gather content marketing data, though a number of useful metrics can be tracked using a tool utilized by most websites today: Google Analytics. As valuable as it may be, Google Analytics can be overwhelming at times, especially when you are just starting out. The amount of data available are innumerable. However, there are specific subsets of data that are valuable in assessing content marketing success once you have determined your goals. Here are four … [Read more...] about Using Google Analytics To Measure Content Marketing
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Small businesses with successful content marketing plans are proving that you don’t need a big budget to build meaningful relationships with customers through content. One business that has been particularly successful with content marketing is Yale Appliance. Yale Appliance, a Boston-based appliance store with an e-commerce website, has utilized content marketing to drive traffic to their site, build their email-marketing list, improve conversion rates and increase revenue. The focus of Yale Appliance’s strategy is their blog. Yale often publishes blog content optimized with less-competitive, long-tail keywords that assist visitors in all stages of the sales funnel. In addition to blog content, Yale produces buying guides, email content, videos and even recipes. Together, this content has made a great impact on the business by positively affecting their bottom line. One component to Yale’s content marketing success is the diversity of content offered. Whether you … [Read more...] about How A Boston Appliance Store Grew Business Through Content Marketing
With 27,000 pieces of content being shared each day, it’s obvious that content marketing has become a mainstream strategy for both B2B and B2C businesses. It’s safe to say that no matter the industry you work in, most (if not all) of your competitors are utilizing content marketing strategies to some degree. As a result, it is imperative to stay ahead of the curve when it comes to upcoming content marketing trends. But what is the future for content marketing? I’ve asked nine top content marketing industry experts for their predictions: 1. Scott Abel The future of content marketing is personalization. Without personalization, we’re just spraying content around the Web and hoping it’ll stick to someone — anyone, actually. Spray-and-pray marketing tactics are so 1952 and need to be annihilated. The future of content marketing relies on laser-focusing the message on the individual — not some fictional persona. Personalization is about delivering … [Read more...] about What Is The Future For Content Marketing? 9 Experts Weigh In
Though the approach of using content in marketing initiatives has become more prevalent over the past couple of years, businesses have been employing content marketing strategies since the 1800s. Today, marketers use online content to educate and entertain their audiences in order to drive traffic, conversions and/or leads. Similarly, more than 100 years ago, companies used content (albeit different types) in hopes of increasing business and revenue. Consider John Deere. In 1895, John Deere started publishing a magazine for farmers called The Furrow. The company published the magazine in hopes of being a resource for their customers. The content featured in The Furrow was educational, and it focused on teaching farmers how to be more fruitful business owners — a quintessential example of content marketing. In the 1800s, the only way to get content to consumers was via magazine; there were no websites, blogs or social media sites, and most of the other available … [Read more...] about Is John Deere The Original Content Marketer?
Since it’s routine to measure return-on-investment (ROI) for online marketing campaigns, marketers are regularly looking at specific metrics and evaluating success based on campaign goals. Through this regular measurement, data is gathered that can be used to craft future content marketing endeavors that are truly aligned with audience needs. However, many marketers aren’t using this data to drive content development and marketing, even though they’re collecting it day in and day out. Below are six types of data that can help you determine what an audience prefers, so you can focus your future efforts on the types of content most likely to be successful. 1. Traffic For example, say a career website publishes blog posts offering tips and tricks for job seekers. The blog features articles about job-hunting strategies; on writing a resume and cover letter; and about acing job interviews.However, posts about interviewing consistently have higher traffic than … [Read more...] about Conducting Data-Driven Content Marketing
Content marketing is becoming an increasingly significant element of online marketing strategies. We’re all familiar with the saying “content is king.” But now, where we post and share our content is secondary only to the quality of the content we create. Though it may seem like a straightforward concept (create great content and share it), content marketing isn’t all that simple. For a content marketing campaign to be successful, a well-developed strategy is necessary — taking industry, content type, distribution channels and more into consideration. If you create web pages, blog posts, videos or other types of content online, you are considered a publisher. So, it’s time to think like a publisher when it comes to developing your content marketing strategy. Take Stock Of Where You Are Before you dive into developing a strategy, take an inventory of your existing content. You make be able to repurpose or reuse some old content for a new content … [Read more...] about Creating a Content Marketing Strategy for Your Website
Storytelling has been around long before recorded history, but the way stories are told has changed dramatically throughout the course of time. We’ve evolved from painting the walls of caves to the written word, to plays and movies, to the present ability to tell stories online in the form of videos, blog posts and on social media sites. However, despite the many changes in storytelling, some of the fundamentals have remained the same. Extraordinary stories are relatable to people of all ages and walks of life and either call on our attention or respond to something in our lives. Memorable stories have characters people care about, along with a problem or issue that ebbs and flows. And of course, all stories must have a conclusion, or there was no point in even listening to the story in the first place. As marketers, we are constantly telling stories to our audiences, particularly through content marketing. When employing content marketing as a tactic, it is imperative to connect … [Read more...] about 8 Storytelling Tips To Enhance Your Content Marketing
Content marketing is used by businesses of all sizes and in all industries. In some cases, businesses have large marketing budgets and are able to put hundreds of thousands of dollars towards content marketing initiatives. That’s certainly not always the case, however. One of the questions I am often asked is: “What kind of content marketing can I do on a very limited budget?” One of the many positives of employing content marketing in your marketing plan is that it can be done on a budget and still produce worthwhile results. Consider the following scenario: you have $1,000 per month you can allocate to outsourcing, and you have six hours per week (24 hours per month) that you can spend creating, editing or promoting content. How can you make the most of your budget and time? Budget By Content Medium Often times, the content medium will dictate how much money you spend on a content project – depending on whether you need to outsource the work or not. … [Read more...] about Content Marketing on a Limited Budget
Utilizing content marketing as part of a digital marketing strategy can prove to be beneficial for businesses and brands if these strategies are well executed. However, many marketers unfamiliar with content marketing don’t know where to begin to develop a successful plan. They understand the concept, but still don’t know how to get started. In this post, seven content marketing experts share their advice for those looking to begin their content marketing journey. 1. Bernie Borges Bernie Borges is CEO of Find and Convert, as well as a social business evangelist, blogger and host of the new digital TV show, Social Business Engine. His thoughts: Then, simply answer each question in a dedicated blog article, white paper, e-book, video, infographic, webinar or all of the above. Stay narrowly focused on one topic in each content piece. But (and this is very important), before you start to produce content, go find these people in online communities and engage with them. Do … [Read more...] about How Do I Get Started With Content Marketing?
The most successful SMBs recognize that at some point they’ll need to expand and delegate certain tasks, like content marketing. Creating and promoting content for your business is essentially a full-time job. It starts small when you initially deploy it, but it doesn’t take long for it to grow. Given the low barriers to entry into freelance work, as opposed to launching an agency, there are countless freelance content marketers to choose from. Some with more skill than others. If you’re feeling iffy about your relationship with your current content marketer, then you may have signed on with one that is less than capable of meeting your needs. Here are some of the common reasons why freelance content marketers could be disappointing you, along with tips for finding one that will exceed your expectations: 1. Difficulty Hitting Volume Needs A brand that gradually incorporates content marketing into its strategy is likely focused on writing just a little bit of content … [Read more...] about Why Your Freelance Content Marketer is Letting You Down