Posts tagged with 'content marketing'
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?
In an online world, publishers need to become retailers, and brands should think about becoming publishers.
Here are three tools or platforms and some case studies which brands can use, for your enjoyment.
There are 773,692 words in the Bible. It is one of the most read books of all time. The content message in the Bible is everywhere. We all know it, even if we think we don’t.
As content marketing strategies go there is a lot to admire. Dale Lovell illustrates just how much content marketers can learn from the Bible.
In this post I want to illustrate just how much content marketers can learn from the Bible.
Don’t believe me? Let me explain...