Posts tagged with 'content marketing'
Content marketing has definitely become something of a digital marketing buzzword, but the basic principle of creating interesting content to attract customers and improve search rankings is still valid.
A good example of this comes from The Met Office, which recently implemented a new content strategy as part of its plan to boost ad revenues by attracting more visitors.
As a recognised weather service the site was already pulling in an average of 4.5m unique monthly users, peaking at 6m in busy periods, but the digital teams felt that it could improve on this number by producing more targeted content.
To achieve this The Met Office began working with a new analytics platform to gain a better understanding of visitor behaviour and improve its content plan.
It’s everyone’s favourite time of the week – the big reveal of the finest digital marketing infographic we’ve seen in the past few days.
This time it’s a beginner's guide to content marketing from Demand Metric.
It shows that 90% of organisations currently undertake content marketing and on average they spend more than 25% of their budget on this channel.
Furthermore, 80% of marketers believe custom content should be central to marketing work and almost two-thirds (62%) of companies outsource their content marketing.
The SEO world is abuzz following the release of Penguin 2.0, though there have been several updates to the algorithm since it launched in April 2012.
The release took place on 22 May, 2013 with additional changes and tweaks likely to take place over the summer months. You can watch the video for yourself below, but, as well as investing in quality content, one of the key phrases that was of considerable interest was this from Matt Cutts:
We are trying to detect when someone is an authority in a specific space and trying to make those authorities rank higher.
So the question that marketers need to ask themselves is ‘How do you create an Authority brand online?’ It’s time online marketers replaced this question over their traditional ‘how do I get to the top of Google?’
Create an authority website, full of interesting content that your target customers want to read and share and you will be rewarded by Google. But not just by Google, but by your customers too.
It is not so much a revolution but a rapid evolution and digital transformation.
The growth of digital media, the convergence of paid, owned and earned media practices and the rapid growth and adoption of mobile and video have fueled change in the way we work in 2013.
If you add to this equation the technological changes and innovation and the catalyst that is social media and content marketing it becomes apparent that dealing and adapting to change is a digital marketing necessity rather than the option that it used to be.
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.