1. Articles in category: Content Marketing

    73-96 of 143 « 1 2 3 4 5 6 »
    1. Why Aren't You Measuring The Revenue Your Marketing is Driving?

      Why Aren't You Measuring The Revenue Your Marketing is Driving?

      With so many tracking tools available, marketers have access to a wide range of analytics. Some of the most popular are:

      • Social shares
      • Value of site interaction
      • Conversion rates
      • Click-through rates on email marketing campaigns

      While many measurements are important when determining the success of your content marketing, Michael Brenner, keynote speaker, author of The Content Formula, and CEO of Marketing Insider Group offers this: 

      Demonstrating your return on investment may be more important now than it ever was. Most CEOs expect their CMOs to give ample weight to revenue growth in their marketing strategies. Companies today expect marketers to give them a clear view of their ROI in order to help them make smart budgeting decisions.

      Brenner also suggest that the metrics listed above offer a clearer picture of your content marketing ROI. While these numbers might give you a qualitative view of whether your marketing is generating a return on investment, the numbers aren't quantitative.

      To get a more quantitative view of your content marketing ROI, look at cost, utilization, and performance. Pawan Deshpande, CEO and Founder of Curata, shares his formula for determining ROI.

      For each piece of content x in Campaign C, take the $ amount of Revenue generated (a sales metric) by Content x and divide it by the ($ Production Cost for x + $ Distribution Cost for x) (a production metric). If the ratio is greater than 1, your content was profitable from a sales perspective. You can similarly compute this for a single piece of content, or all your content marketing.

      Find more of Brenner's insights about ROI in the full article below.

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    2. Tactics To Ensure You're Reaching the Right Market

      Tactics To Ensure You're Reaching the Right Market

      Only 23 percent of CMOs feel they're producing content with the right information, format, and timing for their audience, according to Business 2 Community.

      Despite common agreement that audience targeting is important to the success of any marketing program—it seems to be falling short. 

      Heidi Cohen argues for the importance of audience targeting in content marketing:

      It’s difficult, if not impossible, to write a strong piece of content that resonates with your readers, if you don’t know whom you’re writing for. Every writing workshop I’ve ever attended has made this point: If you write for everybody, you write for nobody.

      Before creating content designed for an audience, you must first define who they are. Cohen asserts that a marketing audience is made up of three groups: your customers, employees, and promoters. However, there are other audience segments that shouldn't be left unattended either. 

      Potential customers aren't necessarily the same audience as current customers. Developing buyer personas for all potential buyers is important to assure you're not neglecting a key area of your target market. 

      For more actionable tips on how to make content marketing more applicable to your audience, check out Cohen's full article below.

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    3. Artificial Intelligence in Marketing: How Its Used Now and How to Prepare for the Future

      Artificial Intelligence in Marketing: How Its Used Now and How to Prepare for the Future

      Artificial intelligence (AI) is already used by social networks. Facebook uses artificial intelligence for recognizing and tagging faces and determining what stories to show in your newsfeed. As artificial intelligence grows as an investment for social networks, the possibility of brands implementing in a similar way increases. So what is social artificial intelligence?

      Albizu Garcia, the CEO and Cofounder of Gain gives his definition:

      Although there is no one definition for it, we can summarize social artificial intelligence as a form of collecting and sifting through customer history, user-generated content, and data from social media channels to generate more relevant content and, as a result, a more meaningful experience for followers.

      Here are some ways social artificial intelligence can help marketers:

      • Save Time: Social artificial intelligence can takeover simpler, day-to-day tasks like recommendations and customer support. This gives marketers more time for creative endeavors. AI can also assist in curating posts and predicting the performance of posts scheduled for the future.
      • Increase Your Audience: AI helps you find followers with facial recognition.
      • Pick Out the Conversations That Are Most Important: Whether this is the conversation that's most common, identifying happiest users, or something else, this helps identify trends and opinions.

      To prepare for AI in marketing here are some things you should start thinking about:

      • Use real-time marketing
      • Respond to your followers 1 on 1
      • Set up automated responses
      • Research potential uses and tools that might fit for your organization
      • Understand how the platforms you're using (Facebook, Google, etc.) are already using AI

      Read the complete article on artificial intelligence in social on the VentureBeat blog at the link below.


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    4. How to Use Social Media to Optimize Your Content Strategy

      How to Use Social Media to Optimize Your Content Strategy

      Consumers reside on social media platforms. 90% of young adults aged 18-29 are on social. It’s where they consume content and engage with brands.

      For this reason, marketers should leverage social media to grow their brand. As a marketer, growing your social media audience can improve your professional credibility, increase the visibility of your content, and allow you to share opinions with other thought leaders in your industry.

      Here are a few quick tips for improving your social media presence.

      Staying authentic on social is a key to success. Susanta Sahoo, a guest contributor on the Atomic Blog, elaborates:

      Being honest and keeping it real is the most important component of connecting with your loyal fan base. As Seth Godin said in one of his interviews, having a massive fan base on social media is useless unless there was a deep connection between the brand and its followers.

      Here are some other tips for optimizing your social strategy:

      For more on social media optimization, read Sahoo’s complete article below.

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    5. Is There Such a Thing as a "Foolproof" Blog Topic?

      Is There Such a Thing as a "Foolproof" Blog Topic?

      There are a lot of benefits to having a successful blog: it increases marketshare, brand awareness, engagement, revenue growth, and more. How to make your blog successful is less obvious. Neil Patel, New York Times best-selling author and co-founder of Crazy Egg and Hello Bar offers this advice for selecting successful blog topics:

      You need to understand: 1) what you’re selling, 2) to whom you want to sell, and 3) what blog topics are relevant to both.

      Blog post types and topics that traditionally perform well include the following:

      • Listicles
      • Beginner guides
      • How-to Posts
      • Politics
      • Bacon
      • Myth debunking
      • Contests
      • Humor

      While the topic is important, creating blog posts that meet this criteria don't guarantee blogging success. Other content strategy factors to be considered that also contribute to blog success include :

      • Keyword optimization
      • Distribution method
      • Promotion strategy

      When creating a blog post, consider your team's goals around it. What does it mean for your blog post to be successful? To answer this question, look at what you're measuring in regards to your content:

      • High click-through rate?
      • High number of page views?
      • Increased engagement on social?
      • Or something else?

      While a great topic is important to your blog's success, there are a lot of other factors that contribute.

      For more blog posts ideas, check out Patel's complete article on the QuickSprout blog below. 

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      Mentions: ROI Blog
    6. A Blueprint for Writing Edgy Content

      A Blueprint for Writing Edgy Content

      Eliciting emotion from your audience is one of the most powerful ways to create strong engagement. And being controversial is a surefire way to elicit those emotional responses. It can be a risky practice though, so here are a few considerations to bear in mind.

      The Reframe

      People interested in your area of expertise invariably settle into a status-quo. Provide an alternative perspective. Through a reframe, you pique curiosity to discover something they may have been doing wrong, or prompt them to discover an alternative way of execution.

      Stir the Pot

      When you introduce controversial topics, you tap into an area most brands prefer not to touch. Providing shock-value won’t always guarantee positive impressions, but “forbidden” topics always stand out and draw attention.

      Making Controversy Work

      A highly controversial voice probably isn’t one to build a marketing effort around, but it is worth exploring how your audience responds to controversy. Marketo blog contributor Andrea Lehr remarks on a Harvard Business Review study by Jonah Berger and Zoey Chen:

      “...results revealed that while low-level controversy encourages discussion among audiences, anything beyond a moderate level of controversy actually decreases the likelihood of high engagement."

      When publishing potentially polarizing content, have a look at your competitors or a brand that markets to a similar audience to gauge the potential reaction of your audience.

      Dig further into using controversy in Lehr’s original piece below.

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      Mentions: Blog Curata Writing
    7. Big Data: Good or Bad for Small Business Marketers?

      Big Data: Good or Bad for Small Business Marketers?

      Big data, though hugely beneficial to many enterprise-size companies, can be a headache for small-business marketers. From where to get big data to what to do with it once it’s here, the questions and problems that arise for small businesses seem like they may be more trouble then they’re worth. Here are some strategies you can use to successfully leverage big data for you small business.

      Where to Get Big Data

      Big data is a challenge to get for small business. Ben Allen, a freelance content creator and digital marketer explains why:

      The first challenge of utilizing big data is where to get the freaking stuff. Data isn’t cheap, nor is it easy to come by. It’s why companies guard their data aggressively and don’t share with the public. But you have a small budget and limited resources to work with, so what now? Just give up on the big data dream?

      Here are some places small business can get big data on the cheap:

      • Website Analytics
      • Google Trends
      • Businesses that specialize in big data 

      How to Make Sense of the Numbers

      If you just have raw data and don’t have the budget to pay for an analyst or software to synthesize the information, you're left with a lot of data and nothing to do with it. Small businesses can use case studies, questionnaires, anecdotes, and other content to round out their big data and measure their marketing more clearly

      For a complete list of strategies you can take to leverage big data at your business check out Ben Allen’s entire article on the MarketingInsider Blog.

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    8. How to Write and Resonate with Real People

      How to Write and Resonate with Real People

      Successful content marketing delivers highly relevant messaging that resonates with a targeted audience. These variables will help improve your response rates.

      Be You

      Quirky, humanized writing lets the reader know you are a real person. Just as a keyword stuffed article is painfully obvious, an overly engineered note can seem flat and inauthentic. Try writing the way you speak in conversation.


      Less is more. After you’ve provided a solid point of connection (and perhaps some flattery), state your intentions promptly. The more information provided, the less is absorbed, and your desired messaging could be missed entirely.

      Be Thought Provoking

      Give your audience a prompt to get their gears turning and make them feel something. Offer questions that can provoke a novel line of thought for them.

      Say no to Clickbait Anything

      While they may drive clicks, sensationalized titles create a poor impression when your audience reads the body of your message. Lavanya Loomba at the Marketing Insider Group blog argues that:

      “Though it might seem a faster route to get more traffic, it certainly won’t be the best of your writing and will undermine your credibility as a trusted source.”

      In short, your audience wants to read and feel something real. Click below to read the rest of Lavanya’s five hot takes.

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    9. Optimize Your Thought Leadership for Success

      Optimize Your Thought Leadership for Success

      Creating thought-leadership content that's interesting to your audience isn't easy. According to a Value of B2B Thought Leadership Survey, common content mistakes that consumers dislike include:

      • Too generic—not directly relevant to me (63%),
      • Lacked original insight or ideas (58%)
      • Promoted the adviser rather than addressing my problems (53%).

      Andrew Rogerson, co-founder of Grist content marketing agency, shares his opinion at the Marketing Insider Group blog on the first step to ensure your thought leadership content is working: 

      If you want to know how to create content that works—compelling, helpful, brand enhancing—first you need to face up to failure. You need, in other words, to identify what doesn’t work and understand why the content produced to date leaves readers underwhelmed or, more likely, the content unread.

      Here are a few things to ask yourself before publishing thought leadership content:

      • Does it provide actionable recommendations to go with the concepts?
      • Are the opinions in your content substantiated?
      • Is it easy to read?
      • Is the content fresh/forward thinking?
      • Is the content obviously self-promotional? If so, consider reworking to be more focused on providing insight and action items.

      Read Rogerson's full ruminations on thought leadership below. 

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    10. Digital Advertising: Good or Bad For Your Content?

      Digital Advertising: Good or Bad For Your Content?

      Content marketing works. Unfortunately, as more content is created, it's more difficult to cut through the noise.

      Caitlin Burgess, contributor to the TopRank Marketing Blog gives her opinion on cutting through the crowded content landscape:

      With so many marketers in the content marketing game—many of them creating and publishing new content daily—competition is stiff. In addition, evolving algorithms for social media news feeds and search engine results make it even more difficult to get the right eyeballs on your content.

      So, what’s the solution? How can you get that great content you’re creating in front of your target audience?

      One solution is leveraging digital advertising to support your content marketing efforts. Here are some quick tips on using digital advertising can impact your content:

      • Get your content in front of more people: Pick one or two target audiences to focus on
      • Target a specific audience: Use tools to analyze what your competitors are doing
      • Drive content strategy with new insights: Have proper tracking set up so you can accurately collect data
      • Enhance brand awareness: Test different messaging styles and tones
      • Keep your brand top of mind: Spread and target over multiple channels

      Read Caitlin Burgess's full article on the TopRank Blog in the link below.


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    11. Create a Steady Supply of Blog Ideas for Your Business

      Create a Steady Supply of Blog Ideas for Your Business

      As content investment continues to grow, marketers have targeted blogging as a priority content marketing tactic. More than 90% of the best business bloggers publish at a clip of at least one post per week, and it’s not uncommon to see corporate blogs updated daily. With such a fiery tempo, how do authors generate ideas for their content? The following suggestions will help you generate the ideas you need.

      Queue ‘em

      Up Make sure your editorial calendar has the details of your upcoming content—including ideas. Rather than waiting until you collect an assignment, develop a queue of blog ideas and align them with projects that you plot on your editorial calendar.

      Introduce Outsiders

      Third party opinions are a critical element in a balanced content strategy. They provide unique perspectives and different ideas that translate well into new blog ideas. External voices don’t have to be just guest posts, try stealing a few minutes off someone with an interview; the resulting responses could drum up even more topics to write about.

      Ask Other Humans

      “Digging into your own social networks — as well as your competitor’s — can provide great frequently asked questions to use as topic ideas…”

      This is sound advice from Meg Hall, blogger at NCR Silver, but there are two other types of people with great perspectives for topics: customers and employees. Customers are your target audience, so naturally they know what they’re interested in. Customer facing employees work the front lines, frequently fielding questions from your target audience.

      Check out more of Hall’s advice via the link below.

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    12. The Best Tactic for Breaking Through Digital Noise? Personalization

      The Best Tactic for Breaking Through Digital Noise? Personalization

      As personalization capabilities improve, consumers increasingly expect content tailored specifically for them. Amazon serves up products related to your likes and dislikes. Netflix recommends shows based on your viewing history, and Spotify creates playlists customized for your listening pleasure.

      In a world where digital is flooded with information, and consumers do all they can to avoid ads, personalization is a key method for creating stand-out content.

      Michael Brenner, CEO of Marketing Insider Group, explains why this is so important:

      Attention has become the currency of the digital, social, and mobile web. And the only way to attract a customer’s attention today is through the production of high-quality content that is relevant and personalized to the reader.

      More than 75 percent of consumers feel more deeply engaged with a brand if they're providing personalized content. Here are some questions to determine if the content you're creating is personalized for your audience.

      • Is it the right content? Consider the subject of the content as well as the action items, timeliness, and impact it would have on your target audience.  
      • Is this for the right person? Think about the title of the person you're looking to target and consider whether your content is in alignment with their needs.
      • Is this the right channel? Ensure that the channel you're using, whether it be social, search, email or something else, is where your audience prefers to consume.

      While these personalization tactics are an effective way to get your audience's attention, they're not the only way. Artificial intelligence is also becoming a tool for improved personalization.

      Read more in Brenner's complete article below. 

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    13. The Proven Guide to Using Live Video to Build Your Personal Brand

      The Proven Guide to Using Live Video to Build Your Personal Brand

      By 2017, video is expected to make up more than 70% of all traffic on the web. With Instagram and Facebook introducing live video and over 150 million daily active users on SnapChat, live video's prevalence is undeniable. 

      Optimize your marketing with live video using these tips:

      • Personalize: Make sure there's faces of people in your video to help viewers build a personal connection with your brand and reduce drop off.
      • Ditch the script: Reading from a script impacts the authenticity of your video. Use bullet points to be prepared but natural. 
      • Quick and snappy: Live stream videos should be five minutes or less. Shorter videos drive more engagement and increase the likelihood that your audience will watch videos in the future.
      • Be funny: New York Times best selling author and co-founder of Crazy Egg Neil Patel gives his opinion on humor in video:

      Don’t make the mistake of trying to be funny just because you think you need to be funny. It can come off as poorly as a forced joke before a serious speech. On the other hand, don’t be stoic and serious because you’re afraid people won’t find you funny.The right type of humor, with a purpose, can keep people entertained and will help improve your personal brand. 

      Other tips to optimize your live stream video strategy include: remain authentic, diversify you content, invest in good hardware, build your audience to promote your stream, bring value, and go live regularly. 

      For more information on optimizing your live streaming marketing strategy, check out Patel’s full article below.

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      Mentions: Instagram Video
    14. Where to Turn for Your Content Marketing Resources

      Where to Turn for Your Content Marketing Resources

      Because organizations continue investing in content marketing, teams are increasing manpower to drive content-related activities. Consider these three options, before deciding what staffing approach best fits your content marketing strategy.

      Contractors and Freelancers

      The most flexible option, marketers can hire based on their needs. Whether they need a generalist or a niche expert, freelancers will drive satisfactory results. When hiring freelancers, use the following tactics to get the most out of your on-demand creators:

      • Provide a very clear description, vision, and directives
      • Identify a budget
      • Determine what a successful process and result will look like

      Agency Relationships

      Many of the world's biggest brands use agencies as an option to execute their content strategy. While potentially expensive and resource intensive in the initial stages, working with agencies is another outsourced avenue that has proven effective. Agencies are often best for detail-oriented projects as they have a greater level of accountability than freelancers.

      Internal Content Personnel

      Finding a permanent content marketing fixture for your team is tricky. A good starting point is outlining the areas that need the most support. Convince and Convert contributor, Jacob Warwick, explains how this can help:

      “Conceptualizing your needs can help you determine what factors are most important in a new hire and help you narrow in on the right type of candidate. It’s important to prioritize these attributes”

      Read Warwick’s take on content marketing resources in the original article below

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    15. Is Your Content Marketing Designed for the New Customer Journey?

      Is Your Content Marketing Designed for the New Customer Journey?

      Content marketing is an effective way to give consumers the information they need to make a purchasing decision. However, as the volume of online content increases, the complexity and  breadth of options for content is increasing. Paths to purchase are becoming less linear, less defined and harder for marketers to track. With this understanding, marketers must create content with the new customer journey in mind. 

      Caitlin Burgess, contributor to the TopRank Marketing blog suggests constantly reassessing to find ways to improve your journey. Here’s what she has to say:

      You’ve done your audience research. You’ve created and executed an amazing, integrated content marketing strategy and content plan. Now is not the time to set things on autopilot. Now is the time to take a look at results and determine areas of opportunity for improving your content and therefore your customer’s journey.

       Dig into your website and social analytics on a regular basis to see what’s working and what isn’t, and then adjust your content plan and marketing tactics to bolster the good, cut out the bad and perhaps try a little something new.

      Here are some tactics you can take to make sure you’re content marketing will work for the new customer journey:

      • Know where your audience looks for information and how they learn
      • Integrate a variety of content types and channels to  optimize your impact
      • Create content that your audience cares about by being relevant and timely
      • Create a seamless use experience between content at different stages

      Click the link below to read Caitlin Burgess's full article on the TopRank Marketing blog.

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    16. 6 Tactics for Improving Email on Mobile

      6 Tactics for Improving Email on Mobile

      According to the Radicati Group over 2.4 million emails are sent every second.  Litmus states 54% of emails on average are opened on mobile. With these two statistics top of mind, there’s no doubt it’s important for marketers to ensure their audience is having a positive mobile experience with emails as well as their website

      According to Corey Trajanowski,  Digital Marketing Manager at Delivra and contributor to Marketing Insider Group blog, it’s becoming increasingly difficult to grab consumer’s attention.

      It’s becoming increasingly difficult for brands to grab their consumers’ attention in their chronically overflowing inboxes.

      And with shorter attention spans for mobile users, brands really need to consider if their mobile email marketing strategy is where it needs to be.

      I’m talking attention spans shorter than that of a goldfish.

      Here are some tactics you can take to improve your email marketing strategy.

      • Even shorter subject lines: Try to keep it under 30 characters!
      • Use pre-header text: Make sure you get your point across in under 70 characters
      • Responsive design: Consider the width of emails on mobile when coding your emails and placing content.
      • Font size: 13 pixels or bigger is typically easiest to read on mobile
      • Include ALT text for all images to prevent going into the SPAM folder.
      • Include CTAs and make sure your website is optimized for mobile as well to create a seamless transition

      Read Corey’s complete article on the Marketing Insider Group blog at the link below. 

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    17. Are Predictive Analytics Worth the Hassle?

      Are Predictive Analytics Worth the Hassle?

      Artificial intelligence (AI) and predictive analytics are content marketing buzzwords for 2017. The benefits of AI in marketing is clear. With increased engagement, improved measurement and automated suggestions, it’s easy to see how marketers want to take advantage of this technology.

      Arliss Coates, a Research Analyst at Econsultancy, shares some survey results on how impactful marketers believe automation to be: 

      Nearly 60% of respondents stated that their analytics solutions produced data-based insights without analyst involvement.

      A further 80% of those stated it saved them significant time as a result. Either the analysts themselves could be redeployed to focus on trickier tasks or the insights generated pointed to opportunities elsewhere.

      Despite the obvious benefits, there are some drawbacks to predictive analytics and automation in marketing. Here are some of the drawbacks:

      • Driving Out Creativity; Automation, while a time saver, could be helping marketers avoid the creative process. Technology isn't quite at a point where it can replace creativity. 
      • Slower/Less Nimble Process: Data is making us less willing to look for and act on "new shiny" opportunities and tactics.
      • Out-of the-Box Solutions Have Shortcomings: To further simplify their efforts, many marketers are looking for out of the box solutions. While this may seem like the most sensical option, they can be limited in their scope of operations.
      • Improper Data Interpretation: Predictive analytics can allow marketers to gain action items without understanding their origins. To properly use AI in marketing, marketers must first understand its limitations.

      Read Arliss Coates’s full article on the Econsultancy blog in the link below.

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    18. Make the Most of Your Website: Storyteller Vs. Designer

      Make the Most of Your Website: Storyteller Vs. Designer

      To successfully achieve the goals you've set for your website (increasing revenue, generating leads, building online presence, etc.) you need to quickly engage your visitors and inform them why they need your product. Starting with a story and then allowing design and SEO to supplement is the most sensical way to successfully achieve this. 

      Author of Duct Tap Marketing, John Jantsch, shares his opinion on the problems with taking your website to designers first.

      A business creates a great product or service, develops the processes for marketing said product or service and then turns to a designer to create a gorgeous set of web pages to showcase it. At some point, they determine they are going to need lots of pretty words to go with that awesome design, and then eventually they will need someone to SEO it all. Of course, today the path described above is a recipe for disaster and waste.

      Below you'll find some expectations potential customers have when visiting your website. Your website should function to meet these expectations. 

      • Build trust by conveying you're the go-to resource for information on a specific topic in your space
      • Provide information on your product and related topics
      • Differentiate your product from your competitors

      Creating a website with a  story: protagonist, antagonist, rising action, resolution, falling action, etc. will help assure you you're meeting the expectations for website visitors. 

      While integrating best-practices for SEO and design are important, content should be "at the heart" of your web strategy.

      Read John Jantsch's complete article on the Duct Tape Marketing blog in the link below.

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    19. 4 Ways To Ensure You’re Creating High Quality Content

      4 Ways To Ensure You’re Creating High Quality Content

      Through evolution of technology and media, four pillars of performance contribute to a successful digital marketing campaign. Here they are:


      Technology allows you to hone in on your consumers’ behavior and interests as well as where they live in the digital landscape. This allows you to optimize your content for lead generation, increased engagement and other marketing goals.


      Delivering the right messaging demands consideration from a handful of key areas including tone and media channel. Determining the best content medium to reach your desired audience is critical. This goes beyond finding where your audience lives. MarketingProf’s contributor, Tom Burg, elaborates on how you can best create influence:

      “Appealing to the right consumers with the right messages catered to their current state of mind is key.”


      Creativity is a common denominator in high performing media. It’s also the most challenging to capture. Consider what creativity looks like to your audience. Is it interesting insights surfaced from data? Is it a clever, new best practice? Use insights from the first two pillars to produce creative content customized for your audience.


      Media without measurement is a recipe for disaster. Understanding performance of your offerings allows you to justify campaigns, optimize for growth and more.

      Check out Burg’s take through the link below.

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    20. Marketing in the Experience Economy: Six Tactics

      Marketing in the Experience Economy: Six Tactics

      Marketing in the experience economy not only aids in developing brand loyalty, but will help your brand reach new audiences. Building marketing around the desire for experiences will help reach millennials.

      According to a study conducted by Eventbrite, more than 3 in 4 millennials would rather spend their money on an experience or event than a material thing.

      Krystal Putnam Garcia, vice-president of marketing for Localist, explains the experience economy:

      Remember the good old days when we brewed coffee at home, went to the grocery to buy ingredients for dinner, and played pin the tail on the donkey at kids' birthday parties?

      Those days are gone, and we have instead entered the experience economy: We go to Starbucks where our favorite barista is happy to prepare our beverage of choice; we have fresh ingredients delivered to our doorsteps from Blue Apron for at-home gourmet meals; we hire entertainment companies and actors to transform our backyards into zoos.

      Here are six things you can do with your marketing to improve strategy around the experience economy. 

      1. Define what your brand stands for and create an experience around that
      2. Connect and create experiences with influencers and other brands
      3. Create experiences beyond free giveaways
      4. Think about your trade show booth as an experience
      5. Record the experience you create to make more story-driven content
      6. Think about social media as an experience enhancer and the "buzz" will follow

      Read Krystal Putnam Garcia's full post on MarketingProfs at the link below.

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    21. SEO Google Timeline and What It Means for 2017

      SEO Google Timeline and What It Means for 2017

      As technology advances, search engine optimization (SEO) becomes more complicated. Mobile search is becoming increasingly popular, Google is becoming smarter around long-tail search queries and virtual reality (VR) and artificial intelligence (AI) present potentially huge opportunities for change in the way we think about SEO.

      Gianluca Fiorelli, SEO Strategist and International SEO Consultant at ILoveSEO.net shares one of his predictions for SEO in 2017. 

      I am quite confident that If there's a main trending topic for 2017, it will be Progressive Web Apps.

      Not only has Google already started evangelizing it publicly via its Webmaster blog and developer website, but Googlers are informally suggesting it in conferences and private chats.

      In addition, some other trends for 2017 include.

      • Movement toward "mobile-only"
      • Predictive and personalized search
      • Improved and increased popularity in voice search
      • Machine learning and more advanced algorithms
      • Increased relevance of local search
      • Greater importance on image and video marketing

      Read Gianluca Fiorelli's full post on the Moz Blog in the link below

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    22. Your 2017 Marketing Strategy for Wearable Technology

      Your 2017 Marketing Strategy for Wearable Technology

      Glasses, watches, shoes and other items in the wearable technology market have increased in popularity over the past year. As wearable technology emerges as something that’s here to stay, marketers need start preparing marketing strategies that align with it. 

      Ben Allen, a content creator, digital marketer and writer for the Marketing Insider Group blog gives his opinion on marketing in  a wearable technology age. 

      Wearables connect consumers even more to the web and, in turn, businesses. Before smartphones, people could only check their email at a computer. Now, it’s possible to check email at any time thanks to smartphones. But, it’s possible to miss things if the phone is in a pocket or purse. The average person checks their phone about 85 times a day, which might seem like a lot, but means there is plenty of chances to miss things. A smartwatch, though, can give immediate notifications for emails, apps, and even text messages.

      Here are some things to consider when forming your marketing strategy around wearable technology:

      • Keep messaging short. It’s hard to read paragraphs of text on a smartwatch screen.
      • Be aware of chatbots and voice search. Wearable technology makes voice search easier and could change the way search rankings work.
      • Take wearables into account when performing target market analysis. Consider what wearables your target market is using and how that impacts their buying habits and content consumption. 
      • Get ready for more data on target audience. As wearable technology becomes more popular, it will provide marketers with the opportunity for more location and relationship-based marketing. 

      Read Ben Allen’s complete article on the Marketing Insider Group Blog at the link below!

      Read Full Article
    23. Create These 2 Types of Interactive Content to Engage Your Audience

      Create These 2 Types of Interactive Content to Engage Your Audience

      Interactivity offers an immediate, personalized content journey in which a website’s visitor is able to participate in their experience. With this in mind, it’s easy to see why interactive content is becoming increasingly popular in the digital marketing space. 

      Tom DeVoto, contributor to the Marketing Insider Group blog gives his opinion on how interactive content is easier to create than ever before.  

      Online interactivity requires relatively new technology, but it is becoming increasingly easy to build and integrate into marketing mixes. Sometimes, it’s just as simple as copying and pasting specific lines of code into your browser.

      You don’t need to be a developer to implement interactivity on your company’s website. There’s no need to be scared, because it’s far more accessible than you might think.

       With a wide variety of interactive content types, there’s a lot of opportunity to create something that resonates with your audience. Here are a few ideas on what you can do to create interactive content that makes an impact.  

      • Surveys, Quizzes & Assessments: Create something that helps your leads qualify themselves. Not only will you filter out unwanted leads for your sales team, but these content types will help you collect data on the types of people engaging with your content and ultimately create a more targeted marketing strategy for your audience.
      • Calculators & Simulators: ROI calculators can help potential customers select your product over your competitors. They allow for an easy, digital comparison and helps the visitors feel more confident in their decision.

      Read Tom Devoto’s full article and find out the top 13 examples of interactive content on the Marketing Insider Group blog in the link below.


      Read Full Article
    24. Using Nurture Tracks to Facilitate Conversions

      Using Nurture Tracks to Facilitate Conversions

      One common tactic to help prospects hit important milestones in the buyer’s journey is to leverage the power of nurture tracks. Nurture hacks provide relevant content based on visitors’ interests and behavior. They help your audience reach a point where they are ready to take more deliberate action, such as volunteer for a demo or connect with sales. Nurture tracks can be executed through social, advertisements, emails, or a combination of multiple channels.

      Use the following steps to establish an effective email nurture track.

      Step 1: Determine what actions should be completing once members finish the email sequence. Should they be requesting a demo? Referring a friend? Whatever you choose, make it something that you can clearly measure.

      Step 2: Once you have a specific goal in mind, segment out a group of people that will flow through this cadence.

      Step3: Build a framework for the tempo and substance of the nurture track. Hammer out the details for frequency, triggers that determine the next step in your nurture, and the type of content in your email. The Moveo team shares a good rule of thumb for determining what the flow should look like:

      “The content within each email should be concise and relevant to the action the contact took immediately before. Educational content, such as useful tips, company news, your brand story or differentiating qualities will communicate value and build trust.”

      Choose content that performs well for the stage it is tailored for—social and web analytics are helpful content performance metrics to use when determining which content to serve.

      For more nurture guidelines, check the full article below.

      Read Full Article
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