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When Content Disappears Into The Black Hole of Approvals

content black hole

I bet I know what’s making you crazy.

Waiting for that article you wrote two weeks ago to get approved by the higher ups.

In many organizations, getting content approved is a huge obstacle standing in the way of success. Creating a steady flow of audience-focused content requires a certain pace and rhythm. While Real Time Marketing seems like something of a fad, a content marketing effort often requires a predictable rhythm – this helps the audience begin to rely on your content as a source of reliable information. A sloggy approval process can leave you flopping around aimlessly, pouring content into the black hole of approvals.

Content Marketing Tip: A Little LOL Never Hurt Nobody

A Little LOL Never Hurt Nobody

When it comes to content marketing, marketers often face the challenge of making marketing material funny. Why? Because people like to LOL and if you can make them laugh, a lot of times you end up winning.

But, the problem is that most marketers really just aren’t inherently that funny – or at least don’t know how to use the right kind of humor to create a successful marketing campaign that gets approval and achieves bottom line business goals. Oh, and one that makes people smile.

So, what is a marketer to do?

Are You Building An Audience You Can Own?

build an audience

Last year, I spoke to a big B2C brand trying to convince them that a content strategy could launch them to a new level. I failed; this old dog wasn’t ready for new tricks. And that’s because their old tricks – millions and millions of dollars of newspaper advertising – is still working for them. As far as they’re concerned, it isn’t broke, so they’re not going to fix it. Business is good, they’ve done the same thing for years, and their incentive to change is low.

Kardashians, Broken Internets, and A Quick Lesson in the Content Journey

content journey

In content marketing, we don’t create content “just to create content.” We are careful about what we produce and ensure that each piece of content is strategically created based on the bigger picture. We focus on where the content fits within the sales funnel and know that each piece will have its own content journey.

Four Content Marketing Predictions for 2015


Believe it or not, we’re in the homestretch of 2014 and the new year is just around the corner.

2014 proved to be a productive year for content marketing. According to a recent Forbes article about the rising popularity of the field, “Rather than using outdated, traditional methods of outbound marketing, businesses are finding that content marketing attracts customers and builds real trust between brands and consumers.”

That’s certainly what we preach here at Scribewise and we’re happy to see that more and more companies are getting on board and taking content marketing seriously as a means to impact the bottom line.

As we look toward the new year, here are four predictions for content marketing in 2015:

When Your Content Marketing Fails [from Content Marketing Insider]

Content Marketing Insider

If you talk to a CMO, odds are she'll tell you that her company is embracing content marketing. It's all the rage, and most organizations are at least dipping their toe into these new waters. However, there's a problem - well over half of marketers say they're content marketing isn't very effective.

Brand Newsrooms: What They Are & How To Build One (from Communication World Mag)

Brand Newsrooms: What they are and how to build one

Brand newsrooms have gotten a lot of buzz over the last couple years, as organizations try to build teams that meet the new content marketing imperative. And, as with content marketing, there's a lot of confusion over exactly what we're talking about. In an article I wrote for the IABC's Communication World Magazine, I take a look at the Brand Newsroom concept, some ideas on how to build one to maximize your content marketing efforts, and the people you need on your team.

Click here to see the full article.

Actually, Yes You Do Need An Editorial Calendar

editorial calendar

I stumbled across a Slideshare presentation from an SEO pro last week that said, among other things, that you don’t need an editorial calendar. Let’s be clear – this is horrible advice. You do need an editorial calendar.

What Breaking News Can Do For Content Marketing

What Breaking News Can Do For Content Marketing

Journalists are a rare breed. They get this addictive adrenaline rush from breaking news. It starts with the initial tip from first responders or other trusted sources. Their heart skips a beat.

Content Marketing Pro Tip: Be Human

contentmarketingprotip behuman

We’ll get to content marketing in a second, but first let’s talk about human interaction. Think about the last cocktail party or networking event or kid’s birthday party you went to.

You probably engaged in several conversations and met some new people. You probably saw some people you knew that you couldn’t wait to speak with. You probably saw at least one person you knew that you wanted no part of.

When we go to events, we like talking to people we like. We enjoy having conversations with inquisitive people who seem genuinely interested in what we have to say. And we avoid the folks that can’t stop talking about themselves.

It’s human nature.

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