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The Future of Content Marketing: 50 Experts Share Their 2014 Predictions - Business 2 Community

The Future of Content Marketing: 50 Experts Share Their 2014 Predictions - Business 2 Community | Buyer Traffic Generation | Content & Video Marketing | SEO | Scoop.it

Content Marketing has become an important tool for companies who wish to establish their online presence, and create a relationship with their customers / users. However,

Michael Kristiansen's insight:

Are there common threads between 50 experts sharing where they think content marketing is heading?  The trend for higher quality content will raise competition.  Video will become more concise in message delivery to out do text content.  Companies will initiate their own content publishing to become mini media powerhouses.  These seem to be well agreed upon future strategies that have already taken  hold.

One I think will garner a lot of interest are video memes, taking picture memes to a new level of inspiration.  Creativity as a skill will be much more in demand.

Where it comes to specific interests, or niches, people are wanting valuable well researched content, and longer form content will have  found its rightful place.

One thing I think will begin to slowly change in 2014 is the use of content marketing to build an opt-in list off of one piece of content being offered.  The ability to pass protect any content will lead to offering a lot more value through membership to a site with access to members only content.

I think Kurt Andersen (#33) has the most focused view of content marketing as the door opener enabling reps to have relevant conversations with potential clients who've been moved a step closer by well timed delivery of high value content.  All tied to sales outcomes.

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Google Has A Lot To Say About Duplicate Content These Days

Google Has A Lot To Say About Duplicate Content These Days | Buyer Traffic Generation | Content & Video Marketing | SEO | Scoop.it
Duplicate content has been an issue in search engine optimization for many years now, yet there is still a lot of confusion around what you …
Michael Kristiansen's insight:

It's great to see a sensible approach to duplicate content that only penalizes the spammy stuff and leaves your boilerplate type of pages, like terms and conditions and other legal notice pages that may seem to be used elsewhere.  Nothing in thge article points to curation being dupicate content.  Mainly because it's high quality content being shared and attrubuted to the original article.  What does make a post more valuable is writing  in-depth .  Content marketing using curation is more valuable when an overview goes over the article and adds value to it, and helps the readers get more out of the post.

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Top Five Predictions for 2014 in Advertising

Top Five Predictions for 2014 in Advertising | Buyer Traffic Generation | Content & Video Marketing | SEO | Scoop.it
In 2014, we'll see brands and agencies harness digital advertising in a way that integrates seamlessly with people's busy lives, whether through location retargeting on their mobile devices,
Michael Kristiansen's insight:

The move has been ongoing towards location based advertising on mobile for a while and is getting more effective all the time.  Being able to pick up buying signals and interpret sending highly relevant offers will help ads gain more acceptance as guide posts to what the buyer has already shown interest in.  What every marketer is after, is to deliver leads that convert to buyers for their clients.  The new year will bring realignment with content marketers looking to deliver high value content at just the right time.  Advertising based on first party customer data linking to location based data is going to fit right into well timed delivery of content a person wants with the kind of integrated call to action that helps convert to sales.

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26 Ways to Make Pinterest Work for Your Business

26 Ways to Make Pinterest Work for Your Business | Buyer Traffic Generation | Content & Video Marketing | SEO | Scoop.it
Check out these Pinterest marketing tips and try a few. See which ones resonate best with your business and adjust your Pinterest strategy accordingly.
Michael Kristiansen's insight:

Pinterest is great for drawing traffic through image marketing.  I say image marketing because there are pics that people will love to share and optimizing for search is quite easy.  To think, Debbie Hemley, author, has made it far easier to put Pinterest to work with her list of 26 ways to promote your business.  Simple idea of putting a pin it hover button on the images on your website and blog.  Some of the tips are just what you should be doing when blogging, for example, building relationships with influencers.  Another idea is borrowed from Facebook.  People should not be using their personal page for business, it breaks FB terms of use but many people do it and nothing seems to happen.....until one day it all goes badly for them.  It is suggested to turn your personal Pinterest page into a business page, now that seems reasonable enough without causing problems. 

There definitely is a lot of improvements that have been made for making Pinterest a top choice social network to be using.  There are interesting stats out that show the site to be a very good lead generator.

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Olivier Milo's curator insight, December 19, 2013 7:18 AM

Plenty of tips for a single post !

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Podcast: Jonah Berger on how to craft contagious content

Podcast: Jonah Berger on how to craft contagious content | Buyer Traffic Generation | Content & Video Marketing | SEO | Scoop.it

There’s science behind word of mouth, according to Jonah Berger, author and associate professor at the University of Pennsylvania’s Wharton School of Business. Science that can’t guarantee you a viral hit, but can help you get more people to share your stuff.

There’s science behind word of mouth, according to Jonah Berger, author and associate professor at the University of Pennsylvania’s Wharton School of Business. Science that can’t guarantee you a viral hit, but can help you get more people to share your stuff. - See more at: http://wordofmouth.org/blog/podcast-jonah-berger-on-how-to-craft-contagious-content#sthash.NycPAfhJ.dpuf
There’s science behind word of mouth, according to Jonah Berger, author and associate professor at the University of Pennsylvania’s Wharton School of Business. Science that can’t guarantee you a viral hit, but can help you get more people to share your stuff. - See more at: http://wordofmouth.org/blog/podcast-jonah-berger-on-how-to-craft-contagious-content#sthash.NycPAfhJ.dpuf
Michael Kristiansen's insight:

The book 'Contagious, Why Things Catch On' is well worth the read, with great stories of success and massive fails.  The science part is broken down into six areas called STEPPS.  It really is a balance of recognizing what affects word of mouth marketing as derived from when a video goes viral.  Emotion is a big key and understanding why people share can lead you to doing all the right things.  Even the right things may not push a viral video success.  There is the art of it all that throws the science to the wind.

There’s science behind word of mouth, according to Jonah Berger, author and associate professor at the University of Pennsylvania’s Wharton School of Business. Science that can’t guarantee you a viral hit, but can help you get more people to share your stuff. - See more at: http://wordofmouth.org/blog/podcast-jonah-berger-on-how-to-craft-contagious-content#sthash.NycPAfhJ.dpuf
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Leaked Facebook Video Ad Pitch Deck Reveals Plans To Steal TV And YouTube Dollars | TechCrunch

Leaked Facebook Video Ad Pitch Deck Reveals Plans To Steal TV And YouTube Dollars | TechCrunch | Buyer Traffic Generation | Content & Video Marketing | SEO | Scoop.it
"Avoid saying anything negative about YouTube – leave the impression of the user experience up to them" Facebook tells its adtech partners in a leaked,..
Michael Kristiansen's insight:

This is in-depth information about the coming video platform changes Facebook is undertaking.  The reach and targeting do look superior to the splintered TV market and the different way Facebook will be delivering video advertising.  We are all pretty familiar with the ad overlays that get pushed on us by YouTube, where we have to click to close the interrupting ad.  This could be a strong point for Facebook's approach to make watching video ads voluntary instead of forced as YouTube does.  The drawback in analytics.  Facebook must provide important analytics in order to match YouTube's ability to deliver critical information.

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Mapping the Next Frontier in Brand Storytelling

Mapping the Next Frontier in Brand Storytelling | Buyer Traffic Generation | Content & Video Marketing | SEO | Scoop.it
While organizations continue to pour resources into content marketing, there are tremendous gaps in talent, technology and strategy holding back the industry - and possibly your business. Find out ...
Michael Kristiansen's insight:

This comes down to methodology that helps businesses measure return on investment.  Content calendars devised to match historical and search patterns, combining contextual content with calls to action, and improving consumer experience in real time with interactive tools.  Just a few attributes that a technical content marketer has.  These activities will help brands deliver content people will develop brand affinity for and increase sales.  There are higher costs in bringing the science and art of content marketing together for measurable results.  For the small to medium businesses cost factors in quickly, ROI must have a more immediate impact.  What I've found working is content curation with strong insights making the content more relevant, and measuring daily results using Alexa.com to watch client sites jump over thousands of sites each day.  Then, asking new potential clients how they found my client's website.  Doing so gives a practical measure of how content helped the website get found and draw new business.

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The Mindset that Makes Online Marketing Work

The Mindset that Makes Online Marketing Work | Buyer Traffic Generation | Content & Video Marketing | SEO | Scoop.it
When I started publishing online back in 1998, I didn’t have a shred of traditional marketing experience. It may sound counter-intuitive, but that ended up giving me a huge advantage.
Michael Kristiansen's insight:

I've wondered how to explain to people that content marketing is all the online marketing disciplines in one.  It seems to be one person thinks they need SEO, someone else thinks their site needs social media marketing.  The reality is all these tactics center around content.  It is content that holds and grows an audience.  So solutions must be about producing valuable information that inspires through emotion, and leads the way to improve lives through the experience that your solution provides.  Persuasive content will get shared and will show up in search results thereby growing long term business growth.  Think of social media marketing as amplification, which Google will pick up on to determine content quality.  Still, search engines need a little help determining relevant content, so a little tweaking of title, description and on-page optimization is helpful, but should not be overdone.

Tlhe difference between the old way of buying an audience and the new way of building an audience means the business must become more of its own 'media company'.  The most successful business come media company is 'Red Bull'.  They appeal and sell a lifestyle their audience aspires to, and that moves a lot of product!

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2014 SEO Playbook: On-Page Factors

2014 SEO Playbook: On-Page Factors | Buyer Traffic Generation | Content & Video Marketing | SEO | Scoop.it
Welcome to part 2 of my annual SEO playbook. (Click here for part 1.) I have to thank Danny Sullivan and the Search Engine Land team for giving me the perfect outline for the 2014 playbook, the Periodic Table of SEO Success Factors.
Michael Kristiansen's insight:

Many clients think in terms of SEO as optimizing meta information behind the scene for what shows up as titles and descriptions that may be used in search listings.  What is not always thought about is the page structure and content on the pages that must satisfy web visitors and search engines.  The 2014 SEO Playbook is a very good read on the importance of on-page factors that deal with the content and the code structure.  What I like most is advice to put some meat on the bones and not pass off a top ten list that's no more than some thumbnail pics and links to an ecommerce page.  The point being made is to put thoughtful content that is of high value to the readers, and back up opinions made with facts.  All the other points such as content that interests visitors enough to stay much longer on the website.  Publishing new and fresh content on a consistent basis is what it takes to build audience and search ranking.

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The 80/20 Rule Of Social Media Content Marketing For Results

The 80/20 Rule Of Social Media Content Marketing For Results | Buyer Traffic Generation | Content & Video Marketing | SEO | Scoop.it
Businesses are still using push marketing to promote on social media. With content marketing deliver 80% content and 20% self promotion. Listen more and engage.
Michael Kristiansen's insight:

The way business looks at the 80/20 rule is 80% of business comes from 20% of your customers in most cases.  In Content Marketing and Social Media Marketing, the 80/20 rules stands for delivering great content to your audience and keep self promotion to a minimum.

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7 Business Lessons For Success in 2013 (from the experts)

7 Business Lessons For Success in 2013 (from the experts) | Buyer Traffic Generation | Content & Video Marketing | SEO | Scoop.it
Blog post at Right Mix Marketing : I'm a huge fan of not
Michael Kristiansen's insight:

"Not', as explained by several content marketing experts has a general meaning of saying no when it is appropiate.  Taking anything that comes along can be an enrichening education, but in business it can cast you adrift.  Stop convincing yourself that every client that comes along is somehow a good fit for the money, even when it appears to be profitable.  To get to the top of your game takes focusing on what you do best and delegate the rest.  Lessons of collaboration can take an idea that has potential and convert it to a successful enterprise.  All by recognizing as good as the idea is, it may be incomplete and need help. 

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6 Social Communities That Will Increase Your Blog Traffic

6 Social Communities That Will Increase Your Blog Traffic | Buyer Traffic Generation | Content & Video Marketing | SEO | Scoop.it

When it comes to building a successful blog, relying on a single strategy has not proven to be a very result oriented approach. Traffic generation strategies such as guest posting and blog commenting are great ways to build an initial audience base, but you cannot always rely on them for traffic......


Michael Kristiansen's insight:

These are not social networks like Facebook or Google+ that come to mind.  The social communities are simply in line with your interests.  In this case blogging and marketing.  Of course these communities cover more than that, creating a rich experience.  There are many times great articles worth curating and commenting on, and opportunities to join the conversation, and contribute content as well.

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Case Study: Advanced Content Marketing - Jeffbullas's Blog

Case Study: Advanced Content Marketing - Jeffbullas's Blog | Buyer Traffic Generation | Content & Video Marketing | SEO | Scoop.it
Content is a simple word that has become a marketing strategy. Advanced content marketing impacts SEO, creates brand awareness at velocity when it goes viral.
Michael Kristiansen's insight:

The big question every business owner is asking, 'is it time to move advertising dollars into publishing.  A few days ago, I shared a piece about Red Bull.  Red Bull had become a media company, a publishing powerhouse of high value content.  And, they happen to sell a product.  That in itself should help explain why content that entertains, informs, and engages, builds a fan/customer base that establishes market share of the product.  Tell a great story that also depicts a lifestyle people aspire to, that the product gets identified with, and you have a long time winning position.  When people are inspired, passion becomes a reality. 


The use of social networks is about creating engagement with your base.  If the social environment is geared to be about the fans, then crowd sourced content creation can happen.  Listening, engaging with, and encouraging fan driven content will sell more product than company generated content.  It takes planning objectives, and probably a good idea to focus on building out one successful social network at a time while maintaining presence on the other major networks.  It's easy to get spread too thin.


Jeff Bullas has a great book out, about creating contagious content. 

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Mapping the Next Frontier in Brand Storytelling - Business 2 Community

Mapping the Next Frontier in Brand Storytelling - Business 2 Community | Buyer Traffic Generation | Content & Video Marketing | SEO | Scoop.it
Michael Kristiansen's insight:

Still, a great story sticks, something people can take away and remember. Content marketing is all about storytelling, delivering engaging, informative content people want and are actively looking for.


Your brand has to have relevancy to the story, or else all that's remembered is the story.  I'm thinking that a great story can be told in 'chapters' just as a book, so product placement may happen and be handled differently depending on the chapter.  Tell your story through a series of videos and you have content that will stick around longer and be consumed by more people.  I think having a call to action, no matter how modest or direct, should be offered within each story segment.  If the story sticks, it will get shared more, and with good optimzation, can show up well in YT and Google search.

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News Corporation: News Corp Acquires Social News Agency Storyful

News Corporation: News Corp Acquires Social News Agency Storyful | Buyer Traffic Generation | Content & Video Marketing | SEO | Scoop.it
An independent investment publication of Interviews with Company CEOs, Money Managers, and Wall Street Analysts.
Michael Kristiansen's insight:

Storyful, the first social news agency with the ability to verifiy news through the noise of social media will now become a key for News Corp to use its expertise and enhance Storful's video products and services to meet the media needs of many organizations.  In return, News Corp will get the assistance  it needs to drive social engagement and revenue. 

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10 Top Tips to Grow Your Email List - Jeffbullas's Blog

10 Top Tips to Grow Your Email List - Jeffbullas's Blog | Buyer Traffic Generation | Content & Video Marketing | SEO | Scoop.it
Many bloggers have realised that they have forgotten something. The art and science of building an email list. Here are 10 top tips to grow your email list
Michael Kristiansen's insight:

Interesting that email marketing still tops likes, shares, etc.  It makes sense that email has the advantage.  People already trust you enough to get your email messages, while social likes and shares, only lead up to a closer relationship.  One carries offers, the other are just indicators that a closer relationship is possible.  There are great tips in the details of the article, be sure to go through it.  One of the points made is if people are willing to fill out more fields, they're qualifying themselves more.  This works for consultation sales where understanding what a person wants is more complex than a free ebook offer.  However, stats show many businesses who drop a field or two in a form see results go up.  I think that's true for most.

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How content is changing the world of marketing and how to capitalise on it

How content is changing the world of marketing and how to capitalise on it | Buyer Traffic Generation | Content & Video Marketing | SEO | Scoop.it
We are consuming more content than ever before. 82 per cent of smartphone users now have their phone within arm’s reach most of the time,...
Michael Kristiansen's insight:

Really a brilliant outlook on how content has changed, will continue to affect marketing efforts moving forward.  How to gain from it though is a new challenge every day.  I like the insight of looking first at what you want to accomplish with content and ask the question 'does the content marketing do this?', is a way to focus on the end result.  

The fact is people drive content, making their own choices.  This means finding ways to identify with the aspirations of each person.  Red Bull Media has done this successfully.  They sell the lifestyle and not the drink.

Content must: attract new customers and retain existing, increase sales and reduce cost per sale.  These business objectives have everything to do with delivering high value content people want to enjoy and engage with.  

Content has gone multi channel.  Part of the solution to delivering content people want to find, is being able to keep choose the right channels your business can maintain a strong presence on.  To discover this, it's good to create many different web assets and use cost saving sydication for distribution.... then take stock of audience engagement.

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Big Idea 2014: The New Marketing Triad

Big Idea 2014: The New Marketing Triad | Buyer Traffic Generation | Content & Video Marketing | SEO | Scoop.it
This post is part of a series in which LinkedIn Influencers pick one big idea that will shape 2014. See all the ideas here.A social content expert, research ninja and advertising specialist walk into
Michael Kristiansen's insight:

Roles are adjusting to more of a blended role of social content marketers and advertising specialists becoming the 'chief content officer'.  The type of person who excels will be master of serveral disciplines, content marketing, direct response, paid media, social engagement.  My favoite company that dominated their niche, did it by becoming their own media company focusing on aligning their product with a lifestyle, RedBull.  Other successful companies get their through social content with sales demos that entertain and inform, or great how-to videos, using social platforms.  Expect change for marketing teams in the next year.  The synergy of skills will make for new winning marketing campaigns.

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Self-Publishing Cage Match: Amazon vs Independent Sales Platforms

Self-Publishing Cage Match: Amazon vs Independent Sales Platforms | Buyer Traffic Generation | Content & Video Marketing | SEO | Scoop.it
Honest Video Training for Online Business Builders
Michael Kristiansen's insight:

Publishing a book about a topic you have expertise in is certainly going to be helpful in more ways than just book sales revenue.  What to take from this fizzle.co article are the resources mentioned that you may not know offer solutions to self publishing.  Amazon has it's rules and formatting for Kindle is best done with custom software, I can tell you it is a big time saver all the way to submission of the final draft.  Regardless where you publish to, and it is a good idea to get your content on your website and other relevant platforms.  Just as it is promoting your own website, it is the same for your book publishing. A good reason to publish is sharing high value content that can benefit others, while it helps strengthen your authority for others to take notice.  Neither Amazon or other digital publishing platforms promote your book.  It is up to you to gather an army of supporters to edify your work and purchase themselves.

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Why this video is going to kill it on social media

Why this video is going to kill it on social media | Buyer Traffic Generation | Content & Video Marketing | SEO | Scoop.it
Social media marketing engagement is won most often with visual content rather than text-based posts.
Michael Kristiansen's insight:

Yes, I would think nearly all marketing pros would agree that images and video increase visitor interest and invite engagement....compared to all text content.  What is a little surprising is the stat regarding businesses pulling back 8 percent with images in Q3 2013.  The other point is that brands have produced less online video than the year before.  What it could mean is businesses and brands are willing to  put more resources into video and are getting longer returns from their video.  Nothing wrong with effectiveness lasting longer.  However, the big brands are moving ahead with video series campaigns in order to continue their dominance.  Should small to medium businesses desire to gain ground come up with a video campaign series that can increase their visibility and market share?  I believe so, just use affordable web video production and use sparingly high end video production.  What do you think?

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Paid Search Ads Paired with Facebook Ads Yield 30% More Return [Study]

Paid Search Ads Paired with Facebook Ads Yield 30% More Return [Study] | Buyer Traffic Generation | Content & Video Marketing | SEO | Scoop.it
Research by Kenshoo set out to measure the impact that search and social ads have together. What it found was that when a person was exposed to both paid search ads and Facebook ads from the same brand, it saw a lift in ROI for several key metrics.
Michael Kristiansen's insight:

This is something I thought was possible but I had no empirical proof other than the desire to give this marketing advertising strategy a try. It just seemed to me to be an underlying synergy of the two platforms creating a greater result than either could singularly.  The bottom line is a lower customer acquisition cost even though two ad platforms are being used instead of one.  The effect is  a higher brand awareness in a shorter period of time.  Can't wait to put the strategy to work and see greater return on ad spend.

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7 Simple Tips To Increase Online Sales That You Can Implement Right Now

7 Simple Tips To Increase Online Sales That You Can Implement Right Now | Buyer Traffic Generation | Content & Video Marketing | SEO | Scoop.it
So you want to sell more online? Good news, customers want to buy more online.  E-commerce sales in the US rose by $33 billion from 2011 to 2012.
Michael Kristiansen's insight:

If you sell online, be sure your website loads fast on any mobile device, and optimized to operate easily (meaning no pinching or scrolling around to center anything).  There's very good advice on getting through web development by creating a singular e-commerce goal and putting resources to work in the right places.  What used to be a unique selling proposition, free shipping and video aimed at selling in an entertaining way, have become norms that shoppers expect.  Expect to be shopped on price especially if your site charges for shipping.

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Should bloggers and businesses share old content?

Should bloggers and businesses share old content? | Buyer Traffic Generation | Content & Video Marketing | SEO | Scoop.it
We are going to dig into why you should indeed be sharing your old content, including which posts to share, some techniques for doing it, when to reshare, and ways to repurpose old content.
Michael Kristiansen's insight:

I can see the point that evergreen content that stands the test of time may not be trending at the moment, but new followers and fans haven't seen content meant to entertain, inform and engage because this high value content takes some digging to find.  Sometime ago, I got a WordPress plugin called PingFresh.  It's purpose to let search engines know about content they've forgotten about and bring it back to the top of the blog, basically, republishing the content.  I thought it might be a good idea, but other priorities took up my time and I have not put it to use.  This article points out the main reason to share old content is so important.

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Redefining the Writing Process with iPads

Redefining the Writing Process with iPads | Buyer Traffic Generation | Content & Video Marketing | SEO | Scoop.it
Take a moment to think about how you learned to write. What steps did you go through? What was your process?
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In the creative process of content production, scripts and storyboards are critical to producing video.  The writing process has opened up because it has become easy to mix handwriting with the wordprocessor for a blended document that helps writers go way beyond a piece of paper.  The convergence of  video, text and handwriting in a document opens another door, a greater opportunity for collaboration.  The possibilities of helping visualize a script will help video and content marketing produce high value content  

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Google Adds Big Change To Display Bidding: Pay By Viewable Impression In AdWords

Google Adds Big Change To Display Bidding: Pay By Viewable Impression In AdWords | Buyer Traffic Generation | Content & Video Marketing | SEO | Scoop.it
In a significant move, Google rolled out CPM bidding by viewable impression in AdWords this week.
Michael Kristiansen's insight:

It really looks like Google is improving the way of measuring impressions, or maybe the story should be about charging for impressions that Google knew a portion were not viewable.  Direct response advertising on the Google Display Network may become a better deal, or at least getting what you pay for.  Your website marketing strategy should employ some advertising that keeps your brand visible and generates sales from those ready to buy.  Content marketing is the process of preparing for an eventual sale.  Both are important to fill a sales funnel.

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