Business

How to Create Content People Actually Search For
contentmarketinginstitute.com
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 [...]
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Practical Tips to Calm the Most Extreme Public-Speaking Jitters
contentmarketinginstitute.com
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 [...]
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Reach Executives With Your Best Content Engine:  Your Clients
contentmarketinginstitute.com
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 [...]
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Do You Operate in a Social Media Bubble? 3 Questions to Ask
contentmarketinginstitute.com
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 [...]
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How to Differentiate Content in a Crowded Field [Example from Adidas]
contentmarketinginstitute.com
Adidas Group’s corporate communications team recently launched a new content platform for athletes and athletes at heart. Often erroneously thought of as a single shoe brand, adidas Group is a product design and development powerhouse that owns a bevy of athletic brands including Reebok, TaylorMade, CCM, and the eponymous Adidas brand. We spoke to the group’s Senior Director of Content Strategy and Creation Kirsten Keck and Senior Manager of Content Strategy Frank Thomas to understand the strategy behind the new venture, and how the company plans to differentiate itself in a crowded field. CCO: Your new platform, GamePlan A, targets what you call “creators and entrepreneurial minds with an athlete’s heart.” What’s the significance of that statement? Frank Thomas: Our audience i [...]
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From Good to Great: Tips to Take Your Next Live Event Up a Notch
contentmarketinginstitute.com
Live events are a staple in many marketers’ arsenals, with 68% of B2B and 59% of B2C marketers including them in their content marketing mix. And any marketer who has been involved in planning an event — as I have been dozens and dozens of times — knows how many details go into providing an unforgettable experience for attendees. Below are a few of my favorite tips and lessons learned from my years of managing events, including Content Marketing World. Have an editorial plan If the goal of your event is to grow your audience or to make it more engaged with your brand, then offering stellar content is your primary focus — be it inspiring, educational, or entertaining. Some of the best events that I have been involved with focus on setting a future-looking agenda rather than simply [...]
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Content Marketing – It’s Going to Get Weird
contentmarketinginstitute.com
In the hit science-fiction movie The Matrix, Neo (The One) is about to enter a virtual simulation of the real world. Morpheus, his teacher and guide, tells Neo before he enters the simulation, “This is going to feel … a little … weird.” And that’s exactly where we are with content marketing. In our 2016 Content Marketing Benchmarks, Budgets, and Trends research (conducted in partnership with MarketingProfs), the effectiveness rate for B2B organizations actually went down (from 38 percent in 2015 to 30 percent in 2016). This is not good. And the worst may be yet to come. During my opening keynote presentation at Content Marketing World in September, I talked about content marketing through the lens of Gartner’s Hype Cycle for Digital Marketing. The Hype Cycle concept is a great [...]
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Onward & Upward: Go Behind the Scenes of Priceline’s Social Media
contentmarketinginstitute.com
Karianne Stinson heads social media for Priceline. Her role – part strategist, part crisis manager, and part travel ambassador – requires a clear vision plus a huge dose of patience. Stinson opens up about the challenges she faces day-to-day and the long-term course she’s setting for the company. CCO: You manage a very complex operation – one that includes customer service, promotions, and content delivery. Tell us about the process and systems you’ve put in place. Stinson: When I started, it was just me handling customer service, community management, and strategy. We have since invested in growing our customer service and related processes for social. I now have a counterpart within our customer care team who’s the manager of social customer care, and he’s hiring agents who [...]
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