Content Marketing In Your Inbox: Creating Emails That Pop (And Get Consumers To Take Action)

Posted by Jessica Lawlor on Fri, Apr 17, 2015 @ 11:27 AM

Looking for a great source of content marketing inspiration? Look no further than your own email inbox! Your inbox (likely that promotions tab if you’re using Gmail) is filled with examples of brands using content marketing strategies and tactics to increase awareness and brand loyalty, ultimately leading to sales.

Today, let’s take a peek inside my inbox and see what content marketing takeaways and tips we can glean from recent email blasts from popular brands. 

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Content Marketing Mindset: Think Outside the Campaign

Posted by John Miller on Tue, Apr 14, 2015 @ 08:23 AM

As a marketer, you’ve been trained to package efforts as campaigns. For decades, marketing has put together programs that have a beginning, a middle and an end. But the buyer’s journey and the nature of marketing have changed, and now only fools willingly end the conversation with the audience.

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Have We Finally Figured Out A Way To Measure Content Marketing?

Posted by Kaitlin Loyal on Fri, Apr 10, 2015 @ 12:30 PM

If you’re new to content marketing, figuring out how to determine what’s working and what isn’t can feel overwhelming, to say the least.

Our marketing efforts are shifting toward content marketing because we understand that the buyer’s journey has completely changed in the past several years. But now we’re trying to figure out how to plan our efforts and measure them effectively. Partly because any good marketer wants to see how her campaigns are performing.

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Why Do You Suck At Content Marketing?

Posted by John Miller on Tue, Apr 07, 2015 @ 03:25 PM

Everybody’s talking about content marketing, and just about everybody (93 percent of B2B marketers, according to the Content Marketing Institute) is engaged in a content marketing effort. That’s good. But things go south pretty quickly from there – a ridiculous 58 percent of B2B content marketers assess their organizations as “not doing a good job,” according to that same study.

Why are we all so bad at this?

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Let’s Put An End To Blunt Force Marketing

Posted by John Miller on Tue, Mar 31, 2015 @ 11:48 AM

The phrase “blunt force marketing” sounds awful, doesn’t it? But that’s still what so many businesses do – they club their customers over the head, trying to compel them to action. Not exactly the way to build a long term relationship.

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Writing Great Content and Fitness: They Have More In Common Than You Think

Posted by Jessica Lawlor on Tue, Mar 24, 2015 @ 07:53 AM

Did you ever stop to think about how closely aligned the discipline of writing (and more importantly, writing well!) is to the discipline of fitness and working out?

As I sweat my way through FOCUS T25 in my living room this morning, several parallels between writing and fitness came to mind. For those not familiar, FOCUS T25 comes from Shaun T, the creator of the popular Insanity workouts- the program features five workouts, designed to be done 5-6 days per week, following a calendar for five weeks.

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Thoughts On Starbucks Launching A Media Company

Posted by John Miller on Mon, Mar 16, 2015 @ 07:04 AM

As you may have seen, Starbucks recently announced that it's launching a media company to produce longform documentaries about social issues the coffee company cares about. They've hired Rajiv Chandrasekaran away from the Washington Post to run the operation. This is exciting news in the world of content marketing.

Of course there are many questions to be answered about how this effort plays out. Contently's The Content Strategist took a look at some of those questions, and I was pleased to be one of the folks they spoke with. 

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Tackling that Content Strategy Session: How to Make it a Little Less Daunting

Posted by Kaitlin Loyal on Wed, Mar 11, 2015 @ 07:10 AM

“Why do we need to do content marketing?”

This is a question you’ll likely face during your content marketing strategy session, depending on who’s in the room. You’ve already convinced the CEO that content will work; now you have to convince the people who may help you generate content—like product managers, for example—and they may not understand its purpose.

Your job is to convince them to get on board. Here are a few ways to make that task a little less daunting.

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Content Marketing Lessons from ‘House of Cards’

Posted by John Miller on Mon, Mar 09, 2015 @ 07:30 AM

[EDITOR'S NOTE: This post alludes to some of the plot for Season 3, but we're considering it spoiler-free.]

You’d never want to be like Kevin Spacey’s President Frank Underwood from the Netflix hit House of Cards. At least, I hope not – Frank is a despicable human being. But that doesn’t mean we can’t learn something from him and apply it to content marketing. 

Episode 8 of the new season features two quotes that serve as reminders for content marketers – specifically, about what it takes to create great content.

In the episode, Underwood has hired a novelist to write a book to help sell a jobs program to the American people. That is, marketing. Interestingly, the author decides that the book should not mention the program; rather it should tell a story that moves and engages the audience. In other words, it is content marketing at its audience-focused, non-product-oriented best.

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Does Your Content Marketing Lack Velocity?

Posted by John Miller on Thu, Feb 26, 2015 @ 03:08 PM

Here’s today’s Quiz Question: Does your marketing team move fast enough? More specifically, can your marketing team create and distribute content at a pace that helps to drive business?

For a lot of organizations, the answer is “no.” Or maybe it’s “sometimes.” And that timing gap can be a significant problem when you’re trying to engage an audience that’s extremely busy and has approximately one zillion other options for consuming content. The pace of business has increased by leaps and bounds in recent years; is your content keeping up?

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