Posts tagged with 'content marketing'
Many digital marketers make a common error from the outset when planning their content marketing campaigns.
The tendency is to think "what shall we give our audience?" when it is just as important to ask "why should they care?"
I am fascinated by the whole psychology of social media: What motivates people to take certain actions, such as overshare the minutiae of their life, or angrily "out" brands on social networks rather than complain directly to them in private, or retweet unproven allegations (and therefore get sued), and so forth?
Tablo wants to be Wordpress for eBooks. Think it has what it takes?
Most of us in PR and content marketing are looking for the right tools to augment an ever increasing demand for content generation and that can also help create lasting value for referral traffic on different web platforms.
I personally forsee a lot of SaaS startups and cloud collaboration popping up soon to address this market, and we've profiled startups like Flockler, and 87seconds in the past, which are examples fitting this mould.
A new entrant, Tablo, addresses the eBook market specifically. Whether you are an author, or a web marketer, I suggest paying close attention to founder Ash Davies responses below!
As a content marketing agency, we are always telling people what a vital role content plays in driving all elements of your digital marketing, be it social media, email marketing, SEO etc.
The good thing is that most people get this now. We seem to have moved past the educational phase with more and more companies publishing fresh content on their websites on a regular basis.
What we wanted to demonstrate, however, was the significant impact that an increase in content output (that is still high quality and original) can have on some of the key digital marketing metrics, such as website traffic, search engine rankings and social media reach.
Two of the major digital trends of 2013 have been content and inbound marketing, both of which rely to an extent on having an effective content management system (CMS).
New research from Econsultancy and Adobe shows that although organisations are very aware that their ability to implement an effective content strategy is tied to the integration of their CMS with the other technologies, the promise of the technology far outstrips their current reality.
The data shows that 94% of businesses believe that it’s “quite” or “very important” to tie content management together with the ability to measure its performance on site (i.e. web / mobile analytics).
Digital asset management (91%) and personalisation (88%) are also seen as key areas that need to be integrated with the business’ CMS.
We are in the age of the customer, a time where technology is changing the way customers engage with our brands.
In each industry vertical, many competitors are taking advantage of the continual emergence of new channels, platforms and touchpoints. Through these touchpoints, relationships are established and nurtured, in turn, engagement and loyalty is increased.
At each touchpoint is some form of content, so the only way to compete in the age of the customer is to evolve with a content marketing strategy.
The end of last year saw Forbes comment that “brand marketers who develop focused content plans with clear objectives in 2013 will reap the rewards that content marketing can deliver for many years to come”.
Certainly 2013 has so far seen a variety of how-to guides explaining the key considerations for successful content marketing campaigns.
However, the reality of mounting a content marketing strategy is often different to the theory.
Lately it seems like content marketing is all people are talking about. B2B marketers however, don’t always see themselves as getting a slice of that pie.
It’s true that B2B content marketing has unique challenges: it can be hard to get a conversation started (let alone shared) by business customers or to create viral appeal (usually pathos-driven human interest angles).
But just because you're B2B doesn't mean you can't be one of the cool kids.
Modern marketers have to juggle many disciplines and wear many hats in order to succeed.
You may have heard of the T shaped marketer and even the Pi shaped marketer, but now it’s time to embrace the Psi shaped content marketer for digital success.
It isn’t the first time SEO has been squared up against another discipline as if they are in opposition with each other.
I’m sure you remember this post in Smashing Magazine, The Inconvenient Truth About SEO, where a deep misunderstanding of what SEO actually is, expressed itself as a diatribe against the industry.
I see posts like this, albeit not quite as high profile, popping up all the time.
The combination of understanding the modern day purchase funnel and facilitating a comprehensive content marketing strategy is the key to building brand loyalty in the age of the customer.
Being heard in the noisy age of the customer equals engagement opportunity, and engagement leads to conversion.
Marketers want various goals out of a content marketing strategy, such as; awareness, retention, acquisition and lead generation, but all digital roads lead to Rome and Rome is revenue. So what is there to understand and where do we start?