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    1. Why Are Smart Brands Investing in Content Curation?

      Why Are Smart Brands Investing in Content Curation?

      Content works. Write more! Now more! 

      Sound familiar? That's why we're living in a world that is overcome with content - can you think of a topic that isn't being written about? Now, more than ever, there's a need for people who curate great content. 

      As Ross Simmonds explains on Business.com:

      Content curation is something every brand should consider. You can curate content for a newsletter or simply in the form of tweets -- it's a flexible content marketing approach and one that can drive great results.

      What benefits can your brand expect from content curation?

      1. Curation takes less time than creating original content.
      2. Curation opens doors to new relationships with influencers and business partners.
      3. Curating content helps you build an audience.
      4. As you add your own thoughts to curated pieces, you can build a thriving community around your curated content.

      For more on the benefits of content curation for brands, check out the complete article on Business.com.

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    2. Here's the Secret to Employee Advocacy

      Here's the Secret to Employee Advocacy

      Believe it or not, some of your best brand ambassadors might be the people sitting next to you right now. Employee advocacy had gained great momentum in recent years. 

      Roope Heinilä, CEO of Smarp, explains why to Barry Feldman on Convince&Convert:

      Of course, employee advocacy as a concept has been around for ages, but with the advent of social media, employees’ ability to affect a large amount of people has really gone up quite a bit. Now they’re able to affect hundreds, if not thousands.

      How can you mine this untapped resource at your company? Follow these tips:

      Put yourself in your employees' shoes. Why would they want to take part in advocacy? Make sure your program helps your employees become better at what they do.

      Don't twist anyone's arm. That just doesn't work. Give everyone the opportunity and training to become advocates, but understand it's not for everyone and forcing the issue might do more harm than good.

      Recognize the people who choose to be advocates. It's the best way to keep people motivated to participate in the program

      Read and watch the full interview on Convince&Convert.

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    3. Content Marketing KPIs: Mapping Content’s Organizational Influence

      Content Marketing KPIs: Mapping Content’s Organizational Influence

      Are the content marketing KPIs you use selling your work short? Are you struggling with how to better quantify content marketing’s impact on your organization, especially when it comes down to dollars? It’s okay to admit it; you’re definitely not alone. Content, although named king just a few years ago, now seems to be scrambling to make sure the emperor does, in fact, have clothes. So what’s the problem?

      Learn how to track content marketing KPI's on Curata's Blog.

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    4. How Can Content Curation Improve Your Social Selling?

      How Can Content Curation Improve Your Social Selling?

      Social Selling - it makes so much sense...it seems so easy. Just find useful content, add valuable personal insights, and share it with the right people to build relationships. But creating a repeatable social selling strategy requires more. 

      As Stephen Walsh explains on the Knowledge Enthusiast: 

      In practice, it takes time and focus to build a social selling habit. Finding that content is all about useful content curation.

      How can you become a great content curator? Stephen has ten steps to get your on your way:

      Define your audience. Build out an understanding of your target buyers and the topics that interest them to focus your curation efforts.

      Work as a team and add value. Marketing teams can find and recommend content for sales teams to personalize with their own insights and share with their networks. Marketing can also use that curated content as inspiration for new original content. Curation forms part of the overall content strategy, reducing pressure to create new content. Win/win!

      Filter effectively and use automation. This is the secret weapon to effective social selling. A curation tool is a must - no one wants to filter the web by hand.

      For more tips on using content curation to fuel an effective social selling strategy, check out the complete article on Knowledge Enthusiast.

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    5. How To Get More From Recycling Old Blog Posts

      How To Get More From Recycling Old Blog Posts

      Do you, like so many marketers, worship at the alter of The New? Perhaps the new motto for content marketers should be "Reduce, Reuse, Recycle". There are real gems in your blog archives!

      As Robert van Tongeren explains on Smart Blogger:

      Most bloggers are so focused on delivering new ideas that they neglect to help their readers discover the old ones, and many of those oldies are still relevant today. Many of them just haven’t been discovered by your newer followers yet.

      How can you repurpose your content for a brand new audience?

      Showcase your best work. What are your most popular posts? Take a peek in Google Analytics and use the stats to create a "Start Here" or "Best Of" page to guide new visitors to your most valuable content.

      Give your old posts a makeover. Turn one of your best blogs into a video, podcast, infographic, or slideshow. Curata did just this with one of our most popular posts, giving readers the option to listen to an audio recording. 

      Repost an older entry...with a new lick of paint. You can re-use your evergreen content.  Update information, add new images or fresh examples, or include a case study, then change the publication date.

      For more ideas on how to repurpose your older blog posts, check out the complete article on Smart Blogger.

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      Mentions: Blog Writing
    6. The Great B2B Debate: Ebooks or White Papers?

      The Great B2B Debate: Ebooks or White Papers?

      Snickers or Milky Way? Skittles or Sour Patch Kids? Or, if you're more interested in content than candy... ebooks or white papers?

      According to Content Marketing Institute, 85 percent of B2B marketers said lead generation was their most important content marketing goal. You can motivate your audience to volunteer their name, email and other information with substantial content they can't find anywhere else. That's right - with ebooks and white papers! What's the difference and which should you create? 

      According to Sasha LaFerte, white papers and ebooks are pretty different:

      Think of ebooks as the cooler, younger sibling of the white paper. A white paper is typically an in-depth look at a more narrowly defined topic than an ebook. An ebook is more conversational in tone, less scholarly, and may present an overall look at an issue, trend, or industry, rather than a deep dive into a particular problem or solution. 

      What should you consider when deciding between an ebook and a white paper?

      1. Which would your audience prefer?
      2. Which is better for this type of content?
      3. What time and resources do you have to create?

      For more on the benefits and differences between ebooks and white papers, check out Sasha LaFerte's full post below.

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    7. How To Choose Scroll-Stopping Blog Images

      How To Choose Scroll-Stopping Blog Images

      A picture is worth a thousand words. There's certainly truth in that saying. With an ever-increasing flood of content available to your audience, they're looking for reasons not to read your content, including a bad (or missing) visual.

      TopRank Marketing Blog contributor Joshua Nite explains just how important it is to find the right image for your copy:

      The right visual does more than take up space. It captures attention, creates a little mystery, invites the reader to dig into your carefully-crafted text. Good visuals are doubly important for amplification, too: Your Twitter, Facebook, and LinkedIn shares will all include an image. The visual alone can stop the endless, half-engaged scrolling people do on social media, buying you crucial seconds to compel a click or a tap.

      How can you find a disarming image for your next blog? It's all about personality - gone are the days of flat "professional" photos. Some guidelines:

      1. Ditch the crappy stock photos, particularly stark white offices, people with their arms crossed, and anything in front of a chalkboard.
      2. Make it weird...and beautiful. No one wants another obvious image. Take a cue from Instagram and look for evocative filters.
      3. Find a metaphor. Introduce that metaphor in your opening paragraph to give yourself options for a header image.
      4. Take your own photos. It's genuine and authenticity is key to getting eyes on your content.

      For more tips on finding the right image, check out the complete article on TopRank Marketing Blog.

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    8. Calculate Influencer Marketing ROI

      Calculate Influencer Marketing ROI

      Influencer marketing has quickly become a trend in the marketing sphere. Unfortunately, this tactic is largely underused in the B2B marketing subset. Only 11 percent of B2B companies are running ongoing influencer marketing programs, compared to 48 percent of B2C companies. This isn't surprising, "influencers" aren't nearly as self evident in the B2B marketing space.

      TopRank Blog Contributor Alexis Hall explains how Lee Odden is urging us to rethink influencer marketing:

      What if we think about influence more holistically. Lee points that you don’t have to be a Kardashian to be influential. From singing the praises of the battery life on your new iPhone8 or telling your coworker about the new software you’re testing in your department, we’re all influencing each other.

      Here are other ways you can improve or track your influencer marketing ROI:

      • Collect quotes: Use influencer quotes in multiple pieces of content. Repurpose their quotes by using them on social media, sprinkle them in blog posts, or do an influencer advice roundup and gate it to generate more leads.
      • Create relationships: Make sure you're "paying it forward" in the influencer marketing sphere. If you're not helping create value for influencers, it's unlikely they'll want to help you.

      For more on how to prove your influencer marketing is generating ROI, check out Alexis Hall's complete post below.

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    9. Content Marketing Trends That Will Make an Impact

      Content Marketing Trends That Will Make an Impact

      With nine out of ten B2B marketers using content as part of their marketing strategy, it's now undeniable that content marketing is not a trend, but a subset of marketing that's here to stay. 

      With artificial intelligence, virtual reality and constantly changing SEO, it's hard to determine where your focus as a content marketer should lie.

      Speaker and author, Heidi Cohen believes the focus, no matter what, should be the wants and needs of your audience. Here's one of her top tips:

      Provide a welcome series. Don’t let your enthusiasm for qualified leads get in the way of developing relationships with new subscribers. Give readers space to get accustomed to your communications.

      Another trend to consider when planning your 2018 content marketing strategy is that reach on social is down. Use this as an opportunity to expand the ways in which you're communicating with your audience.

      Cohen suggests focusing 40 percent of your marketing budget on content and focusing on existing high-performing content to yield better results. 

      For more on which content marketing trends to keep an eye on in 2018 and how to leverage them to your advantage, check out Heidi Cohen's complete article below.

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    10. How to Make Your Marketing Budget Work

      How to Make  Your Marketing Budget Work

      Setting a marketing budget is difficult. A solid plan for your budget requires marketers to properly allocate funds and determine what projects or campaigns are most impactful. Fortunately, there are strategies to help ensure your budget will work.

      CoSchedule contributor, Brianna Bergstrom gives an example on how funding high-growth projects with more budget is important to your marketing team's success: 

      Say that one of your overarching business goals for the year was to increase the amount of traffic that is going to your website. It would make more sense to funnel more money from your budget into projects that contribute to that goal than say events.

      Here are some other things you should do to ensure your budget is optimized for your goals:

      • Don't go over budget! This is the cardinal rule of budget setting. 
      • Keep track of your money at all times. Keep a monthly and quarterly expense spreadsheet.
      • Develop a calculation for ROI on each project before allotting budget for it. Once you've given the project budget, use these ROI goals to measure against success. Use this information to inform goals in the future. 
      • Break your content marketing budget into categories: In addition to breaking down by campaign, divide your budget into categories including tools, employees, and paid promotion. This will give you a clearer idea of where your spend is going.

      For six free marketing budget templates, check out Brianna Bergstrom's complete article below.

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    11. 5 Tips to Create a Data-driven Content Marketing Strategy

      5 Tips to Create a Data-driven Content Marketing Strategy

      Content marketing has become the secret weapon in a successful marketing strategy, with brands using different types of content to add value and grab their audience’s attention.

      It has become more important than ever to market with intent, using content and SEO to raise awareness, engage and convert.

      Conversion, in particular, is one of the biggest challenges for content marketing, but according to Curata, 74% of companies believe that their content marketing strategy helps them increase the quality and quantity of their leads.

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    12. How to Improve Your Blog Today

      How to Improve Your Blog Today

      Blogging is on the rise. 47 percent of buyers viewed three to five pieces of content before engaging with a sales rep in 2016. 

      According to Blogherald Blogger, a big mistake content writers make is audience targeting.

      This isn’t a reflection of your personal ability or your potential; you may be a talented writer and an insightful web designer, but if you don’t know how to target an audience, how to build reader loyalty, and how to consistently offer better content over time, you won’t be able to succeed.

      Blogherald Blogger suggests improving your targeting by learning from other creators: read blogs about blogging, successful blogs in your industry, and writing by industry influencers.

      While this is important, it's critical to understand that original ideation and analytical thinking can also benefit your blog. Here are other things you can do to quickly improve your blog:

      For more tactics on improving your blog, check out Blogherald Blogger's complete article below. 

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    13. Is a Video Content Strategy Right for You?

      Is a Video Content Strategy Right for You?

      Whether it's live video, Instagram stories, a vlog, or virtual reality, the options and opportunities for video marketing are expanding. This expansion in choices has made many marketers feel they need a video content strategy. 

      If you're one who feels your organization needs a content marketing strategy, don't get ahead of yourself. TopRank Marketing's Caitlin Burgess believes video marketing can be successful with or without a documented strategy to back it.

      For me, this comes down to storytelling. You need a compelling narrative that’s hyper-focused on why your organization does what it does.

      One thing to bear in mind when determining whether to implement a video marketing strategy is the amount of involvement and buy-in you need from other departments. Customer Success has to help you secure video case studies, subject-matter experts need to be comfortable in front of the camera, and upper management should support your video initiative. 

      To help prove your case, consider these stats:

      If you're not ready for a comprehensive video marketing strategy, it's okay to start small. Try creating a couple of low-budget videos. Use the results to get more support from your peers. 

      For more on video content marketing, check out Burgess's complete article below.

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    14. Three Marketing Areas AI Will Improve

      Three Marketing Areas AI Will Improve

      For all the buzz around artificial intelligence in marketing, there’s just as much confusion around the subject. Some marketers are concerned about becoming expendable because of ambiguity around AI’s potential implications. They shouldn’t be. AI is slated to help marketers do two things: achieve better results and be more productive. The advent of ‘automated data-decisions’ can help marketers in the following ways.

      Reporting

      Reporting and measurement is central to marketing success—but it’s resource-intensive. Proper reporting takes time. Finding compelling insights to make decisions with takes even more time. AI can automate the delivery of organized data for reporting—a huge time saver. Additionally, AI can identify worthwhile trends by ingesting large datasets; trends humans may overlook.

      Optimizing Ads

      Successful advertising requires testing, tinkering, and iterating. AI-powered tools can test different audience criteria quickly. Marketers in digital advertising can find their target sweetspot faster and more accurately than if a human were to target, test, and scale. However, Mike Kaput of PR 20/20 provides one disclaimer:

      “Keep in mind: in our experience, many AI ad solutions require a high minimum ad spend per month, so these tools might be restricted to brands with larger budgets.”

      Content Marketing

      The 88 percent of B2B marketers in North America using content marketing can look forward to AI helping content marketing become self-aware. Marketers will more easily create the right content, use the right channels to reach the right people, and automate the legwork in finding metrics that justify—and expand—their budgets.

      Check out Kaput’s original article below for more reasons for optimism about artificial intelligence.

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    15. Secrets to Networking More Effectively on LinkedIn

      Secrets to Networking More Effectively on LinkedIn

      If you're at Content Marketing World this week, networking will be top of mind. However, making friends with a room full of strangers can be easier said than done. Luckily LinkedIn is a great professional networking option for post-event outreach.

      HubSpot's Amanda Zantal-Weiner argues against overlooking the platform: 

      With new social networks sprouting up constantly, LinkedIn is a platform that often gets underutilized or put on the back burner. But the truth is, LinkedIn can be extremely powerfulespecially when you're aware of all the platform's hidden features that don't get nearly as much attention as they deserve. 

      For anyone who isn't using LinkedIn to network effectively, consider the following tips to take your efforts to the next level.

      • Check out who's viewed your profile and view other people's profiles. This is a great way to get your name in someone's head before sending an InMail.
      • Create your own industry-related group, and join groups related to your industry. 
      • Make sure your profile is up-to-date and complete. Add any necessary links to your website and blog. Make sure your profile includes a background image, endorsements, and any other special features that apply to you.

      For more advice on maximizing your post-event outreach, check out Zantal-Weiner's complete article below.

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    16. Go Beyond Social When Distributing Your Content

      Go Beyond Social When Distributing Your Content

      Promoting and distributing content is just as important as creating it. But it's difficult to execute distribution and promotion well. Fifty percent of content created gets eight shares or less, according to BuzzSumo. 

      While most marketers understand the importance of sharing and distributing content, determining how to do so beyond sharing on LinkedIn and Twitter is another matter. In truth, there are hundreds of methods outside traditional social platforms to share your content. 

      HubSpot's Kelsey Meyer advises that:

      Before you toast to your status as a progressive marketer who also publishes on LinkedIn and posts on Reddit, consider this: There are dozens, if not hundreds, of methods for content distribution beyond social that you might be overlooking.

      Consider these distribution methods:

      • Guest posting: Reach out to other blogs that have the same target audience as your brand. By posting to other blogs and linking back to your website, you're reaching a new audience, driving traffic to your website, and improving your website's SEO.
      • Leverage the sales team: Use your sales team to help increase traffic to your content. This will help you more precisely reach your target audience, and speed up your sales team's cycle.

      For more content promotion tips, read Meyer's complete article below.

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    17. Content Marketing World 2017 Must-Sees

      Content Marketing World 2017 Must-Sees

      If you're reading this, chances are your flights are booked and your bags are packed for Content Marketing World 2017. This year's conference is filled with grade-A speakers, networking opportunities, and vendors. 

      Top Rank Marketing's Joshua Nite rates this conference, despite any downsides.

      This trip is definitely worth the hassle. Just keep in mind how much you’re about to learn, how many amazing marketers you’re about to meet, and you can smile your way through the unpleasantness. 

      Top speakers this year include Global Head of Influencer Marketing at SAP, Amisha Gandhi. She's presenting on influencer marketing maturity. Attend this presentation if you want to bring your influencer programs to the next level.

      In addition, Tim Washer of Cisco and Erica Ayotte of Curata are speaking. They're presenting on spicing up "boring" B2B content and artificial intelligence in content marketing, respectively. 

      Want to get more out of your CMW experience? In addition to presentations, there are exciting networking events to attend and restaurants to try in Cleveland.

      We suggest attending the CMW 80s Dance Party at the House of Blues, enjoying some Midwest meat at Urban Farmer or Mabel's BBQ, joining the CMW running group, or heading over for some bowling at the Corner Alley.

      For more must-see presentations at Content Marketing World, check out Nite's complete article below.

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    18. How to Make Your Content More Linkable

      How to Make Your Content More Linkable

      For content marketing, success is measured against metrics such as page views, shares, and revenue. These are helpful for making decisions, but rarely provide a clear picture on search result position. As budgets for content marketing continue to grow, marketers need a concrete strategy that puts content at the top of search results. Here are some elements to bake into your content that will result in happy readers, thoughtful backlinks, and better search ranking.

      Original Research 

      Data tells a story. Everybody loves a good story. Original research sets the stage for interesting data, great content, and great results. Take time to understand common questions asked across your target audience, use tools to collect data, then summarize your findings in a meaningful way.

      Create Something Actionable

      Pair interesting data with a learning experience. Content that provides a lesson will increase chatter around your brand. Not only does this type of experience improve shareability, it boosts your reputation as a quality resource, helping inspire more backlinks.

      Involve Influencers

      Engaging with people that matter in your space is worth the effort.  Robert Lovell of Right Mix Marketing explains one way to get the ball rolling: 

      ...influencers in your sector are more likely to reciprocate if you have already extolled the virtues of what they have to offer.

      Creating shareable, linkable content isn’t always easy. But these are proven elements to give you your best chance of creating content that moves the needle.

      For more tips on creating linkable content, read Lovell’s original article below.

       

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    19. How to Make Videos on the Cheap

      How to Make Videos on the Cheap

      Over half of people online watch videos daily. Fifty nine percent of executives prefer video to text. Fifty one percent of marketers name video as the marketing format with the best ROI. Viewers retain 95 percent of a message when they watch video compared to 10 percent when reading text.

      Unfortunately, a high quality video can be expensive and time consuming to produce. But video that works doesn't need to be either.

      TopRank Marketing blog's Joshua Nite elaborates on the importance of video:

      It’s extremely likely that your target audience wants video content. Brands that create useful, engaging video will quickly surpass their competitors who don’t. So whether your brand sells baby strollers or enterprise-level cloud-based SaaS solutions, it makes sense to get into video.

      To create successful videos for your marketing team, you need to incorporate video into your content marketing strategy. While this may seem obvious, it prevents you creating random or unplanned videos.

      Try creating videos where audiences don't mind low production values. This includes live-streaming videos, vlogs, and explainer videos for social. While higher production value videos are a nice-to-have, substance matters more for the above video types.

      For more on creating videos that work with little time and little budget, check out Nite's complete article below.

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    20. Is Your Business Findable with Personalized Search?

      Is Your Business Findable with Personalized Search?

      Ten years ago, Google’s search feature returned the same results for anybody performing a search query. Today, Google returns results tailored to the user. This is a little known feature; 43.5 percent of people are unaware their results are personalized.

      The primary variables that influence search results are geography, web history, and device. This search-result personalization makes it difficult for a business to track their keyword ranking. However, marketers can focus on the following areas to improve their search rankings.

      Thinking Local

      For a local business, there are a few things you can do to make your business more findable. Tom Demers at the Marketo Blog suggests the following:

      If you want to dominate the local market, it is a best practice to put the name of your locality into your meta descriptions and/or title tags. You should also make sure that the most up to date and accurate business details are added to all online directories like Yelp and, most importantly, Google My Business (GMB).

      Long-Tail Search

      Small to mid-size businesses should are fortunate to be able to focus on long-tail keywords, where there is less competition. Despite low competition, search volume is high for long-tail keywords. 80 percent of all searches are long-tail keywords. Cracking the code of long-tail keywords presents a great opportunity for SEO success.

      Mobile Optimization

      Visitors want an enjoyable experience on your website. It’s important to have a dynamic, and mobile-responsive website to keep your traffic happy and engaged. 

      Improve your business’s personalized search results by reading Demers’ original article below.

       

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    21. How to Increase Your Blog's Exposure

      How to Increase Your Blog's Exposure

      Increasing blog traffic is a challenging necessity for marketers today. Without blog traffic, none of your other metricswhether social shares, pipeline touched, or leads generated—will follow. Content marketing is a long-term strategy for your business's growth, but there are some steps you can take today for immediate results.

      Cattis Friberg of Home Based Internet Marketing Business explains one of the struggles with creating a successful blog:

      Internet Marketing is typically a rather time consuming and slow-going process. It involves constantly posting new content to your own website, working to build links and relationships with other creators and generally doing a lot of work with very little reward to begin with.

      One of the best solutions for this particular issue is content curation. Curating and commenting on content allows you to increase your content production, improve SEO, build brand awareness, and establish credibility.

      In addition to content curation, marketers can use influencer marketing and paid channels to boost blog traffic. While paid channels give you guaranteed results instantly, they don't have a long shelf-life. Make sure your paid strategy is designed to help your blog for the long term.

      For more on growing your blog, check out Friberg's complete article below. 

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    22. SEO Can Be Easier Than It Looks

      SEO Can Be Easier Than It Looks

      Search engine optimization is important for creating a successful blog post. Without ranking on Google, you're unlikely to generate a steady stream of traffic to your content. According to Imforza, 93 percent of online experiences start with a search engine, and 75 percent of searchers never scroll past the first page. 

      Unfortunately, many writers see SEO as confusing, or a hindrance to their writing. Caitlin Burgess at the TopRank Marketing Blog explains why this doesn't need to be the case:

      You don’t need to (sic) fanciest tools or a dedicated background in SEO to craft great SEO-driven content. Below are a handful of helpful research tactics you can use to make the most of your time and create a content plan that’s flush with solid topics.

      These tactics include:

      • Search incognito for your target keywords. Google personalizes search results based on geography and search history. This will give you a clearer idea of what you're actually ranking for.
      • Use the Google Adwords Keyword planner tool. This provides volume estimates, competitiveness, and relevancy to help you decide where to focus.
      • Study your evergreen content. Look at high-performing content you've already created to help determine which keywords are working, as well as ideal style and length. 

      For more on making your writing SEO friendly, check out Burgess's complete article below.

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    23. AI at Your Organization: Cheers or Jeers?

      AI at Your Organization: Cheers or Jeers?

      People tend to fear things they’re not familiar with. And it’s happening in reaction to the introduction of artificial intelligence (AI) to marketing. AI utilizes the technologies of machine learning, natural language processing, and more. Misunderstandings and information gaps has left some marketers concerned about being displaced from their jobs by robots.

      The reality is more nuanced. AI solutions will help marketers do their jobs more effectively, without necessarily replacing them. The following three considerations mitigate against widespread marketing job losses.

      AI is in Its Infancy

      Artificial intelligence is a sweeping term that covers computer systems able to perform tasks that normally require human intelligence, such as visual perception, speech recognition, and decision-making. Many helpful AI use-cases exist, but few have yet been executed. For better or worse, we still have a way to go before marketers use AI at scale.   

      AI Requires Set Up

      To use AI effectively, you need  large data sets. Organizations that already work with big data are positioned to see immediate results with AI. For those not currently indexing data, Paul Roetzer of PR 20/20 has this advice:

      “Start by assessing opportunities to get more of your data—discover insights, predict outcomes, devise intelligent strategies, personalize content across channels and tell automated stories at scale.”

      Ownership

      Advanced marketing and sales technology typically have an in-house product owner. Because of the complicated nature of these tools and technologies, the product manager needs to massage the relationship between AI and the organization using it. This is something to consider when determining if your business has the resources to leverage one of these powerful solutions.

      Find more context around AI deployment in Roetzer’s original article below.

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    24. Will Videographers Replace Content Marketing Writers?

      Will Videographers Replace Content Marketing Writers?

      Video is arguably taking over modern marketing. According to Brightcove, videos are shared 1,200 percent more than hyperlinks and text combined.

      HubSpot's Raj Chander explains how this is impacting writers' mindsets:

      In late 2015, a Gartner report predicting that 20 percent of all business content would be machine-generated by 2018 led to a string of articles proclaiming the death of writing jobs. High profile advocates of writing rushed to the medium's defense soon after, but it didn't curb the worry: HubSpot's recent State of Inbound 2017 report indicated that many marketers who earn a living from writing and editing are afraid their careers will "diminish more and more with [the rise of] video."

      Many of these concerns are, for the most part, unfounded. The role of writing will change in marketing, just as it's adapted for the stage, radio, and blogs. Video needs writing to create a compelling story. Research by Quartz shows that in-depth white papers and articles are still highly valued by company decision makers.

      To continue succeeding in a content marketing career, writers should fine tune their craft and track changes in the industry. Networking helps you keep a finger on the pulse of the content marketing world.

      For more on how video will impact content marketing careers, check out the full article below.

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