This is a common dialogue I have with my daughters when they make mistakes — as we all do. I’m a big fan of not aiming for perfection but rather trying to be the best version of yourself.
Of course, the same is true with marketers. No one is perfect — and considering the speed at which our industry has been changing — we can all learn from each other. It’s in this spirit of making us all better that Andrew Davis shares his suggestions to marketers in each issue of Chief Content Officer magazine in his column, Unsolicited Advice. (Shameless plug: You can get a free subscription to CCO.)
While we don’t run Andrew’s columns as part of our regular blog schedule, we adore them and wanted to share them with you this holiday season. Enjoy these s [...]
Content marketing list articles abound, most singing some version of the same trite stanza:
Be a media company too,
and cut through the clutter.
Create content of value
and measure the numbers.
This kind of advice is then infinitely repurposed, repackaged, and redistributed. The result? Aisle after aisle of homogenous and frivolous content – like some kind of surreal supermarket where all canned goods have been replaced by a silkscreened replica from Andy Warhol.
I know you came here for nourishment … but here’s this.
All that monolithic advice feels artificial, even deceptive, and it leads many in the journalism industry to look down on those in content marketing. As they see it, journalism is an industry made of equal parts substance and flavor, while content marketing is one of fl [...]
For all of us at CCO magazine, 2016 felt like the year when content marketing truly grew up. The year marketers transformed from dabblers – warily testing new channels and tactics – to confident practitioners focused on quality over quantity.
Our magazine focuses on the topics that will push marketers to become better: more efficient, more creative, more ambitious, and even more fulfilled. We know we’ve hit on a worthwhile topic when it’s not easy to summarize into a quick sound bite. The tough ones take time and deep expertise from our community of contributors to pull off well … but the results are worthwhile. Here are my favorites from the year.
And, if you want to stay ahead of trends, get your free subscription for 2017.
Content marketing for engineer types
February is alway [...]
In social media, the audience pulls the strings. Most of the time, our social media activities are designed to encourage the audience to pull strings that favor us – amplifying our content or spreading our message – but if the audience doesn’t agree with what we have to say or sees an opportunity for mischief, we can quickly lose all control.
While many marketers focus on reach and engagement, none of that matters if the message contained within our content doesn’t resonate with the audience.
Of course, there have always been people who are particularly good at holding an audience, getting them to agree, and persuading them to act. This was just as true two-and-a-half-thousand years ago, when the philosophers of ancient Greece began to analyze and document how the most effectiv [...]
It doesn’t matter what your content team has fallen in love with, what you think is the next hot topic, or what products you want people to know about: If your target customers aren’t looking for the type of content you’re producing, you’re already losing the organic search game.
I’ve noticed content marketing success has nothing to do with how exciting your industry is, the skill of your writing, or how many keywords you fit in the content. Content marketing success depends more on thoughtful content ideation, as well as framing the content’s headline, meta description, and tags to be attractive to search engines based on existing or even future queries.
Our team at Vertical Measures is almost tired of hearing me say, “Double-check your title and make sure people are looking [...]
Tamsen Webster, executive producer of TEDxCambridge and public speaking strategist, says stage fright leads marketers to miss huge opportunities to differentiate themselves.
Consider that 68% of B2B marketers use in-person events and 58% use webinars and webcasts as part of their content portfolio, according to CMI’s 2017 Benchmarks, Budgets, and Trends—North America. And roughly one-third call events “critical to success” in 2017.
One-third of B2B marketers call events 'critical to success' in 2017 via @cmicontent. #researchClick To Tweet
Now read on for practical tips plus a big dose of confidence to quell even the most extreme public-speaking jitters.
Stage fright leads marketers to miss huge opportunities to differentiate themselves says@tamadear.Click To Tweet
CCO: Why is publ [...]
Looking for a surefire source for topical, relevant content that grabs your executive audience? Look no further than your own clients. At a minimum, you develop some compelling stories to share with clients and prospects. Done well, content co-creation can help you create a powerful voice, build a market, and deepen important client relationships.
Making the case for co-creation
As I have discussed, executives value hearing from their peers. To connect with them, your content must tap directly into their most pressing priorities and concerns, and help them take action on timely issues. Many marketers fail to realize they have a rich source of the most relevant ideas in the form of their own client base. Your clients provide fertile ground for both extracting the insights and stories that r [...]
In Lewis Carroll’s fantastical tale Through the Looking Glass and What Alice Found There, the eponymous heroine discovers a very different world on the other side of a mirror, occupied by people and creatures she never imagined could exist.
Yet, were we to look into the same looking glass, we would see ourselves reflected. Any different realities, ideas, and viewpoints of another world would remain out of view.
Welcome to the world of social media filter bubbles — where what you see is very definitely NOT what you get.
“Sometimes I’ve believed as many as six impossible things before breakfast”
I can’t trust my social media feeds anymore. My various streams, timelines, and news feeds made it easy to believe it was impossible that the United Kingdom would vote to leave the Europe [...]