The Case for High Quality Content: Consider the Customer

Posted by John Miller on Thu, May 26, 2016 @ 08:30 AM

As a marketer, you’re fighting to win the attention of your customers. And that is a difficult fight. There is so much competing for the customer’s attention that you have almost no shot. I mean, really, to get them to actually pay attention to what you’re saying is a Herculean task.

So even though your customers might be clicking on your latest listicle, are they reading it to the end? Are they abandoning that post as soon as they realize it’s just like 100 other articles they’ve read?

In today’s world, attention is our most precious resource.

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RJMetrics’ Content Marketing Approach: “Be a Lazy Marketer”

Posted by Kaitlin Loyal on Tue, May 24, 2016 @ 12:17 PM

Content marketing is in RJMetrics’ DNA.

This inherent predisposition to develop high-quality content as part of a marketing strategy started at the top of the organization and has resulted in a strong commitment to content throughout the organization. It’s led to some big content wins—and it’s all driven by a focus on high quality content.

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Designing a Content Marketing Pilot: Analyze and Report

Posted by John Miller on Thu, May 19, 2016 @ 07:00 AM

If you’re going to determine whether or not your content marketing pilot program was successful, you obviously have to keep score, and you have to work to understand what that score means. This is not a pass/fail course – it’s (hopefully) the start of an ongoing program that will evolve as you move along.

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Designing a Content Marketing Pilot: Execute

Posted by Nicole Jenet on Tue, May 17, 2016 @ 06:30 AM

You’ve figured out who your audience is, defined your overall objective, determined what you and your content marketing team (if you have one) can accomplish, and decided how to measure your performance. Now what?

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Designing a Content Marketing Pilot: Determine Your Performance Metrics

Posted by John Miller on Thu, May 12, 2016 @ 09:30 AM

When you launch a content marketing pilot, it’s a test. Your goal is to learn what works, and whether it works for your organization. So how will you know if you pass the test? You must set goals based upon specific metrics at the outset, and then measure yourself against them.

If you don’t set goals and determine how you will keep score, you’re running a fool’s errand. You’re setting yourself up to be standing in front of the CEO in six months saying “it felt like it worked.” Don’t ever ever put yourself in that position. (And if that’s good enough for your CEO, consider changing jobs; the company could be in trouble.)

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4 Reasons to Participate In Your Company’s Content Marketing Program

Posted by Jessica Lawlor on Tue, May 10, 2016 @ 08:50 AM

I know, I know. You’re already super busy at work and I’m very sorry to add one more task to your never-ending to-do list. However, I promise this assignment can actually help further your career.

So, listen up.

Your company probably has a content marketing program. A blog. An e-newsletter. Articles on the website. Social media accounts. The next time your boss asks for a volunteer to produce content for one of these outlets, raise your hand.

Here are four good reasons you should participate in your company’s content marketing program.

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Designing a Content Marketing Pilot: Determine What Is Possible

Posted by John Miller on Thu, May 05, 2016 @ 09:16 AM

As you build a content marketing pilot program, keep in mind that your goal is not to simply “create stuff.” It’s to determine whether content marketing can work for your organization and to learn how you can be as effective and efficient as possible.

In this post, we’ll take a look at how to figure out what’s possible – literally, what can you and your team reasonably accomplish in a defined timeframe?

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Designing a Content Marketing Pilot: How to Determine Your Objective

Posted by Nicole Jenet on Tue, May 03, 2016 @ 06:30 AM

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How to Create Buyer Persona Profiles

Posted by John Miller on Thu, Apr 28, 2016 @ 06:30 AM

[Editor’s Note: This is the second in a series of posts on designing a content marketing pilot program. Read the first post here.]

You know about the new buyer’s journey – in 2016, customers are in control of the relationship. Today’s buyer’s journey is social, self-directed, trust-based and transparent. Brands must acknowledge this fact and realize that the path to the sale requires maximum understanding of and empathy for the customer. You need to know your audience.

The best way to do this is to build buyer persona profiles in order to ensure your marketing team understands its primary audience.

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Designing a Content Marketing Pilot Program

Posted by John Miller on Tue, Apr 26, 2016 @ 06:30 AM

Last week, I wrote about how to convince the boss content marketing will work for your company. One of the ideas in that post was to propose a pilot program – a six-month trial to see how your team performs and whether you can begin to get any traction in the marketplace.

Implementing a pilot program is going to be more palatable to the C-level decision makers at your company. It doesn’t seem to be as daunting a proposition, as big a commitment. It’s only a test. And while you know that content marketing, done well, needs at least six months to take hold and have an impact, a pilot program can provide you a glimpse of what is possible for your organization.

But how do you put that pilot program together?

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There’s a Big Difference Between Content Marketing and Native Advertising

Posted by Nicole Jenet on Thu, Apr 21, 2016 @ 06:30 AM

If you’ve ever seen the term “native advertising” and automatically thought of content marketing, you’re not alone.

However, content marketing and native advertising are absolutely positively not one in the same.

First, just in case you still don’t know what content marketing is, get out from under that rock you’ve been living under and check this: at Scribewise we define it as “The creation and distribution of journalistic, helpful, audience-focused material that ultimately increases customer acquisition.” 

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How to Convince the Boss Content Marketing Will Work

Posted by John Miller on Tue, Apr 19, 2016 @ 08:27 AM

As someone who pretty much devours the latest marketing news, you’ve become convinced that your organization needs to change its approach to marketing. You believe that you need to stop blasting promotional messages at your prospects, and instead provide them with useful information, knowing that it will build trust. You now take it on faith that the way people buy today has fundamentally changed, and your marketing needs to reflect that.

It all seems so obvious.

Except to your boss.

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