Posts tagged with Content Strategy

Why content marketers should spend 50% of their resources on distribution

What comes first: the distribution or the content?

6 comments
Long Tail Search Opportunity

Unlock the power of long tail with content and data

Too many brands are focused on vanity terms and overlooking the long tail opportunity.

Unlock this ever growing potential by taking a data informed approach to your content strategy!

2 comments

How to avoid creating a digital content landfill

Ever since Google introduced the Panda and Penguin updates, companies have been clamoring to publish content in hopes to improve ranking and engagement with customers.

5 comments

What is stock and flow content and how should you use it?

First coined by Robin Sloan, stock and flow is a useful way to talk about different content types and how you can use them in your marketing. 

Here I'll look at what stock and flow is, some examples, and how it can be used effectively. 

0 comments

How healthy is your content strategy? A Q&A with Dr Mike Baxter

This week sees the publication of our new Implementing Content Strategy: Digital Best Practice report, which was written by Dr Mike Baxter. 

I spoke to Mike about the report, the types of content which should be used at each stage in the funnel, and how the 70/20/10 rule can be applied to content strategy... 

0 comments

How running my own publishing startup taught me more about content than any normal job

In May last year I decided to take three months out to focus on a publishing startup project.

I'd been freelancing for about 18 months as a content strategy consultant, but I was finding it a little frustrating not technically being or feeling in charge of a publishing operation.

Often what I advised wasn't carried out, and I felt like I wanted to better put what I was learning about the industry to better use.

While this is a blog about what I did and what happened, the lessons I learned in the period were invaluable, and I think anyone involved in content marketing could benefit from them.

4 comments

14 examples of evergreen content formats that work wonders

We're great believers in the importance of evergreen content, and this has been a major factor in this blog's growth. 

Here, I've compiled some of the evergreen formats we regularly turn to...

3 comments

Can data really inspire creativity?

Looking to create interesting, popular content?

Use data to determine the questions your audience are asking, then add your expertise to provide engaging answers to hold your readers attention.

1 comment

18 reasons to love Virgin’s BLAH Airlines content marketing campaign

Every once in a while a campaign comes along that just puts a massive smile on this churlish blog team’s face. 

Virgin America is having an excellent year in the digital world. In June it managed to turn the process of booking a flight into a joyous process with its brand new website (as thoroughly documented in Ben Davis’s 30 little things I love about the new Virgin America website).

It’s also excelling itself in the world of social video. I'm a huge fan of its branded Instavids.

This week sees the launch of a gigantic multichannel, world-building content campaign that is as hilarious as it is inventive. It’s also kind of boring and an expert lesson in what not to do on almost every digital channel in existence. 

Welcome to BLAH Airlines. Here's why it's so brilliant.

11 comments

Conducting a content check-up

In the UK, every vehicle over three years old used on public roads must undergo a test to check it’s roadworthy.

It’s known as the MOT (Ministry of Transport) test and, like death and taxes, it’s inevitable.

You rarely hear any major protests from car owners - the last thing they want is for the various bits of steel, aluminium and electrical wiring to fall apart when they’re travelling at 70mph down the A31.

They understand it’s in their best interests to give their car a thorough check-up every so often - it would be marvellous if every website owner felt the same way, introducing a regular COT (Content Optimisation and Taxonomy) test.

1 comment

Kraft Foods reveals the secret of content marketing ROI

Last week I found myself in Cleveland for Content Marketing World 2014, a huge event with 2,500 attendees and around 50 sponsors.

Joe Pulizzi and his team have grown this conference year on year, riding (and contributing to) the ever-growing content marketing wave.

Kevin Spacey gave the final keynote, capping a fascinating few days with what was a pretty interesting discussion of media disruption and associated Q&A.

7 comments

Why you need an evergreen content strategy

Evergreen content can drive traffic to your website and build awareness over a longer period of time. It’s the best way to gain the best return from an investment in content.

In a nutshell, evergreen content is that which does not date too quickly and retains relevance to an audience over time.

As a result, it will send traffic and leads to your site over a longer period.

In this post, which draws on our 100+ Content Marketing Tips report, I’ll look at what evergreen content is, how to produce it, and how it can deliver results over time.

1 comment