How Much Content Do You Need?

Posted by Nicole Jenet on Thu, Feb 11, 2016 @ 08:21 AM

When my mom taught me about makeup growing up, she stressed the “less is more” motto. Too much makeup can look cakey, fake and even clownish. Makeup isn’t supposed to mask your true beauty or be distracting; you wear it to enhance what you’ve got to show off, she would say.

The same rings true when it comes to content.

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Understanding the New Buyer's Journey [eBook]

Posted by John Miller on Tue, Feb 09, 2016 @ 07:00 AM

If you're still marketing your product or service the same old way, you're almost certainly seeing diminishing returns. Marketing teams that only hype their product are failing. Why? Because customers can change the channel, or click to another website, or choose  to do any one of approximately one million other things.

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Don’t Let Your Content Marketing Get Trapped in the Trough of Disillusionment

Posted by John Miller on Thu, Feb 04, 2016 @ 06:30 AM

Content marketing has been gaining traction for more than half a decade now. Most brands have at least dipped their toe in to the content marketing pool; others have embraced it fully and are enjoying great success. And then there’s everyone in between, some having a measure of success, and some struggling.

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How AppDynamics Created B2B Content Marketing That Isn’t Boring [Interview]

Posted by John Miller on Thu, Jan 28, 2016 @ 02:38 PM

If you’re in B2B marketing, there’s pressure to play it straight. There’s a fear of looking foolish, or of not being taken seriously. It can be a very difficult mindset to break out of – even if you’re job as a marketer is to stand out from the pack.

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Tap into Your Audience to Improve Your Content

Posted by Kaitlin Loyal on Tue, Jan 26, 2016 @ 11:50 AM

We talk a lot about audience-focused content here at Scribewise.

If you’re writing content that focuses keenly on your products or what your company offers compared to your competitors, you’re fighting an uphill battle to get potential customers interested in what you’ve got to sell.

Homing in on the wants and needs of the people who will consume your products is essential to connecting with them, starting a relationship, and beginning to build trust.

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Is 2016 The Year Content Marketing Grows Up? Many Thought Leaders Say YES

Posted by Jessica Lawlor on Fri, Jan 15, 2016 @ 12:01 PM

Last month, I revisited my content marketing predictions for 2015 to see how my forecasting fared (not bad, if I do say so myself!). Instead of detailing our own predictions for 2016, we’ve decided to round up some of the many other prediction posts out there to discover and analyze some of the biggest trends for our growing industry.

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Hey, Content Marketers: Here’s How to Think Like a Journalist

Posted by Nicole Jenet on Mon, Jan 11, 2016 @ 02:44 PM

Journalists don’t just pitch stories to their editors, interview sources and write articles. Regardless of their publication or medium, journalists are storytellers. They engage their readers, fulfill their thirst for information, build relationships and tell compelling stories that remain in readers’ memory.  

Hey, isn’t that what you’re trying to do as a content marketer?

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Without Content, You Don't Exist

Posted by John Miller on Thu, Jan 07, 2016 @ 10:12 AM

For marketers, the ultimate sin is for your brand to go unnoticed. If no one knows you’re there, you’ve almost certainly failed at your job. As we enter 2016, the most important foundation of establishing a presence is to create and deliver content into the marketplace. The more compelling the content, the better your presence.

With content, you’re in the game.

Without content, you don’t exist.

In a world in which the audience is inundated with information, if you stop engaging in conversation with them, you disappear. Out of sight, out mind.

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Bringing Emotion to B2B Content [slides and notes]

Posted by John Miller on Tue, Dec 22, 2015 @ 10:05 AM

We recently worked with the good folks at SEMRush to produce a webinar for B2B marketers, entitled Bringing Emotion to B2B Content. The premise is that B2B marketers need to throw off the shackles of formality and create content that generates an emotional response form the audience. 

If your organization creates competent, intelligent, on-strategy content … you’re probably not getting anywhere. That’s because your competitors are almost certainly doing exactly the same thing! Content creation is too hard to just be stuck in the middle of the pack. 

After the jump, you can see the slides from the webinar, plus notes to help navigate your way through the webinar. 

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How Not to Fail at Your Marketing Job in 2016

Posted by Kaitlin Loyal on Fri, Dec 18, 2015 @ 03:27 PM

We’re getting ready to wrap up 2015 and start anew in just a few weeks, which makes this the perfect time to think about setting some personal goals for 2016. The economy is steadily improving, and for many (myself included) this is the best it’s been since we entered the workforce. This means there are a lot of opportunities to excel at your marketing job. It also means that you’ve got to try harder to keep up with the changes.  

Here’s our advice on how not to fail at your marketing job in 2016.

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Scorecard: A Look Back at Our 2015 Content Marketing Predictions

Posted by Jessica Lawlor on Mon, Dec 14, 2015 @ 07:20 AM

Last November, just a few weeks before the start of 2015, I peered into my crystal ball and detailed four content marketing predictions for the year ahead.

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Is Print a Good Option for Your Content Marketing Strategy?

Posted by John Miller on Mon, Dec 07, 2015 @ 11:50 AM

Here’s a crazy, old school idea: Should you consider creating a print publication as part of your content marketing strategy? While it might seem like just about the most backward thing you can do, it’s actually an idea that more and more forward-thinking companies are embracing. Over the last 12 months or so, Uber, Airbnb and now Dogfish Head craft beer are among the dozens of brands that have launched print publications.

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