Content Marketing: Start With Your Editorial Promise

Posted by John Miller on Thu, Jun 25, 2015 @ 09:25 AM

Traffic. It’s such an easy metric to focus on. You check your analytics, the numbers are going up, and you show your boss. She is pleased. You both consider this success, and more importantly the head honchos also consider it a success. As long as traffic is climbing, you’re in a good spot.

But how do you keep traffic climbing once it’s reached a certain point? Suddenly, you’re feeding a click addiction – you’ll do anything to get a fix. You find yourself straying from the original intent of your content strategy in a rabid desire to get more people to your site. You start posting things that don’t fit. The audience becomes confused.

Uh-oh. You’ve broken the audience’s trust.

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The Very First Thing You Need To Do Every Time You Create Content

Posted by Jessica Lawlor on Fri, Jun 19, 2015 @ 08:35 AM

Often, the most challenging parts of content marketing is getting started. Sitting down to actually write an article, blog post, or whatever can sometimes feel daunting, and many people aren’t always sure where to begin. The fear of getting started actually can hold people back from ever truly allowing their content marketing program to take off.

Don’t let this happen to you!

I have a secret to share that’s going to help you nip this fear in the bud forever.

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Why are B2B Companies Wasting So Much Money on Inefficient Content Marketing?

Posted by Kaitlin Loyal on Wed, Jun 17, 2015 @ 12:22 PM

It doesn’t have to be this difficult.

A new study released by Kapost and Gleanster found that an estimated $958 million is wasted on inefficient and ineffective content marketing.

At the same time, 67 percent of marketers they surveyed said they’ve marked content marketing as a high priority for 2015. Unfortunately, it seems like there’s a disconnect somewhere along the way.

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Just Because You're in Financial Services Doesn't Mean Your Content Has to be About Money

Posted by John Miller on Thu, Jun 11, 2015 @ 08:55 AM

How broad should your content marketing strategy be? That’s a big question when you’re first forming your approach to content marketing – what topics should your content cover?

For financial services firms, there’s logic to creating content focused on finances. However, at the same time, there are strict regulations about providing advice. So, typically, financial services firms find themselves providing really bland content that you can get just about anywhere else on the Interwebs.

That’s not helping anyone.

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Build Trust (and your Brand) by Incorporating User-Generated Content into Your Content Strategy

Posted by Kaitlin Loyal on Mon, Jun 08, 2015 @ 08:21 AM

Mary Meeker’s 2015 Internet Trends report was released recently, and in it she and her team cover the transformational nature of user-generated content. “Imagine That… Users Generating Their Content Are Recreating Their Internet,” they write. This, after several examples of how the number of pins and user-generated commentary has increased 75 percent year-over-year on Pinterest (and it’s finally catching on with men), the number of user-generated videos shared on Snapchat is growing and the number of user-shared and curated video views on Facebook has hit four billion (with a B!).

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5 Things You Need To Know About Content Marketing Right Now

Posted by Jessica Lawlor on Tue, May 26, 2015 @ 06:43 AM

The world of content marketing is ever-changing and evolving. In the midst of your busy day-to-day, it’s not always easy to stay on top of the latest industry shifts and trends.

To help you keep up with the latest and greatest in the content marketing industry, we’ve rounded up the top five things you need to know right now based on recent studies, findings and news articles.

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5 Ancient Public Relations Secrets

Posted by Bryan Evans on Fri, May 22, 2015 @ 01:20 PM

Public relations is a relatively new discipline, right? In some ways, yes... but there are lessons to be learned from long, long ago, too. 

From the rise and fall of ancient Egypt to the demise of the Roman Empire, history has provided us with essential keys to building effective public relations campaigns -- even in today's digital world. 

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Here's What We Told Vice Magazine About Content Marketing

Posted by John Miller on Tue, May 19, 2015 @ 04:34 PM

Normally, Vice Magazine isn't your go-to source for B2B information and thought leadership. But every now and then they'll weigh in on a B2B topic with their usual edgy take.

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Here’s Why Headlines Matter

Posted by Nicole Jenet on Mon, May 18, 2015 @ 09:05 AM

What's in a name? That which we call a rose by any other name would smell as sweet. When Juliet uttered these words to her star-crossed lover Romeo, she’s arguing that it really doesn’t matter that his name is Montague, she’d still be in love with him anyway.

Maybe the name of some things really don’t matter, but when it comes to what you name your blog posts, it does.

The name of your content, its headline, is one of the most important elements of your content. In fact, I would argue that it is the most important part of your content.

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Bad Content Marketing Advice: “Be Compelling”

Posted by John Miller on Thu, May 14, 2015 @ 11:38 AM

This is the first in a series of posts (will there be a second? We’ll see how it goes!) examining some common pieces of content marketing advice. As you can tell by the headline, this advice is a nugget of wisdom that we find somewhat foolhardy, misguided, or just plain old wrong.

So, for instance, I recently saw a post that suggested that content marketers “be compelling.”

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Tune Out the Noise: Focus on Good Content

Posted by Kaitlin Loyal on Wed, May 13, 2015 @ 04:13 PM

Well, this is awkward.

Everyone has been preaching about content marketing for a while now, and how brands need to make this change in order to reach customers at multiple points during the buyer’s journey. And now a lot of brands have content marketing fever.

They know they need it. They hire someone to write all about their brand, or the marketing team reorganizes and starts writing. And many of them do this without much of a plan purely because they are told to do it, or heard about its merits somewhere. This has created an inordinate amount of noise in the marketplace. 

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Content Strategy vs. Content Marketing: How to get buy-in from decision makers

Posted by Michael Riley on Fri, May 08, 2015 @ 12:40 PM

Many people mistakenly use the phrases Content Strategy and Content Marketing interchangeably. These two areas of business are actually separate, and require different skills and practices. It's crucial to understand the differences between the two, and how when combined together they will each drive business growth. 

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