Posts tagged "Content Marketing"

What could happen if you united content, advertising, media, consumer engagement and consumer insight with an interdisciplinary content marketing strategy? We found out when Julie Fleischer, Director, Data + Content + Media at Kraft Foods delivered her opening keynote remarks earlier this month, The ROI on Content: How Kraft Learned the True Value of Their Content and Rebuilt Their Marketing Around It at Content Marketing World 2014. She shared how Kraft rebuilt marketing around content and transformed how they go to market. Kraft’s content is garnering four times better ROI than paid advertising and is capturing the equivalent of 1.1 billion annual ad impressions. (more…)

Many marketers feel that their industry calls for them to write on topics that won’t easily engage potential customers and index with the search engines. It’s an endless challenge for content marketers in B2B markets to present content in entertaining or engaging ways. But there are some good ways to create interesting content in any industry. Perhaps your industry isn’t what’s boring! (more…)

Rise Above the Heavy Volume of Content by Adding Value

My inbox is full, and I’m willing to bet yours is too. For a while now the content marketing floodgates have been open. But customers, prospects, followers, and friends are opening their browsers and emails and realizing they’re done with “more”. We’re swamped. Newsjacking is an accepted practice because marketers are challenged to generate content with reasonable frequency, so customers see the same repurposed content over and over. The challenge to create more content sometimes overshadows the need for valuable content. It comes down to the classic idiom: quality over quantity. (more…)

It was an interesting online presentation last week—a webinar on webinars. I attended Content Marketing Institute’s (CMI) “The Webinar Benchmark Throwdown, You vs. Your Industry Peers.” CMI Founder Joe Pulizzi moderated and Mark Bornstein, Sr. Director of Content Marketing at ON24, spoke at the hour-long interactive presentation that included quiz questions throughout the webinar to test attendees “webinar smarts.” The session centered on results from ON24’s Annual Webinar Benchmark Report 2013, a pretty extensive study of webinar utilization and performance metrics. I hadn’t read the report prior to the webinar, and I’ll give myself a B+ for correctly answering most of the multiple-choice quiz questions—based solely on my personal webinar attendance experience and behaviors. (more…)

In early May, I led the Hot Seat Lab on Better Blogging for Business at MarketingProfs’ B2B Forum in Boston. In it, three brave B2B marketers volunteered to have their corporate blogs critiqued in front of a room full of peers. While the blogs obviously differed in design and content, their shortcomings from an SEO standpoint were surprisingly similar—and substantial. Here’s a summary of the problems they shared and what to do about them. (more…)

Whether you’re just starting a B2B blog or have been blogging for a long time, you should be hungry to see results. After all, a lot of time and effort is going into creating new content, and it’s hard to continually feed the content marketing dragon. But if you’re looking to traditional consumer blog metrics to evaluate your success and impact, you might be disappointed. (more…)

A dragon is a good thing to have. Everyone knows dragons have magical powers. They are wise, although sometimes also vain. Dragons can be fierce protectors, too. The magic of the content marketing dragon is lead generation, lead nurturing, and SEO (especially if your dragon has a long tail.) But if you’re going to own a dragon, you have to feed it. Otherwise, no more fire. No more magic.

Here are a few tips on the proper care and feeding of your dragon: (more…)

There seem to be so many social media sharing options today at the bottom of blog posts, web pages and other content marketing assets. I’ve seen some blog posts that include as many as twenty different social sharing options at the end of the post. I’m afraid when there are that many choices, people will just glaze over and opt not to share the content. In my opinion, especially for B2B marketing, it is much better to have a few very focused choices. (more…)

This is not another “How to” article for creating newsletters. Rather, this is a “What to” article, with 35 B2B eNewsletter content ideas to help you think about “what” to write about. There are in fact, a number of excellent resources with “How to” tips for creating, producing, publishing, and managing newsletters—including our own B2B Email Marketing Best Practices eBook. This list on the other hand, is intended to poke you, prod you, make you think and give you ideas about where to look to generate stories that make relevant, meaningful, engaging, and entertaining content for B2B email marketing. Of course, the ideas are also great for business blogging as well. Have more ideas? Please use the comments to add to the list. (more…)

I know at first that may sound strange. What does email marketing have to do with search engine optimization? Fact is, the most prevalent type of B2B email marketing is content marketing, most often in the form of an email newsletter containing several articles. Most email newsletters carry abstracts or snippets of the stories. Readers then click through to a website to continue reading—and that’s the crux of the matter.

I get a fairly large number of content marketing emails each week. I’m surprised how many of them come from companies who do a pretty good job of SEO on their sites, but don’t apply the same practices to the email marketing content hosted on their site. (more…)