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Creating your Unique Value Proposition to gain your Competitive Edge.
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Content Marketing ROI: Do eBooks and White Papers Generate More Leads Than Blogs? A Data-Driven Answer

Content Marketing ROI: Do eBooks and White Papers Generate More Leads Than Blogs? A Data-Driven Answer | Competitive Edge | Scoop.it

Is it better to generate a few leads every day through a dynamic blog or to generate a massive amount of leads every month through a white paper or eBook?

There are so many content marketing formats that it can be hard to decide which to focus on. White papers, ebooks, slideshares, blogs, infographics, curated content, videos, etc. They all have their merits but don’t come at the same cost. On one hand you have long form, epic content that can take days/weeks to produce. On the other you have short form content such as blog posts or curated content for which production cost can be a few hours or even a few minutes.

If you have limited resources, you’re unlikely to be good at covering all these formats and many content marketing experts like Joe Pulizzi recommend focusing on one or a few formats that work best for you.

Looking at ROI is a great way to decide on which format to focus. With lead generation being the main measure of returns for B2B marketers, we’ve heard various arguments on the topic can be summarized as follows:

  • Long form content is more costly, but generates more leads per piece of content since it can be gated and has a longer lasting impact.
  • Short form content is more ephemeral but generates leads on an ongoing basis.

So the question is: is it better to generate a few leads every day through a dynamic blog or to generate a massive amount of leads every month or quarter through a solid white paper or ebook? Read more: click image or title.

 

 

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Via Entreprise Peinture Deco, SENAME Interactive
Marc Kneepkens's insight:

What works better for you? #Blogging, #eBooks, #whitepapers, or curating related #content or articles?

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The 10 Commandments of Content Marketing - Jeffbullas's Blog

The 10 Commandments of Content Marketing - Jeffbullas's Blog | Competitive Edge | Scoop.it

In a dark cave called Google labs, 600 mathematicians with PhD’s who live on a diet of corporate provided designer food and who hang out in an office disguised as a playground flicked a switch.

They let the Hummingbird update to their search engine algorithms loose.

Their goal?

Make finding information with their search engine a great user experience for billions who use their search engine to find “content” that excites and salivates the senses.

Content is the lifeblood and cornerstone of this knowledge web that is driven by search and social networks.

Content marketing evolves

Savvy social media marketers had a light bulb moment while on a love fest with Mark Zuckerberg. They realized that they wouldn’t just keep chasing Facebook likes in ever decreasing circles and would add awesome content as a key tactic to their marketing arsenal.

This came together and started an online trend and tsunami of content creation and curation. Content marketing is now being woven into the DNA of digital marketers who understand the power of content to attract and sell. Let’s have a closer look at the key principles of content marketing.

Here are the 10 commandments of content marketing.


To read the full article, click on the title.


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Marc Kneepkens's insight:

Another great article from Jef Bullas. Very complete, relevant, and exactly to the point. Good stuff. Great to keep as a reminder when writing or sharing content.

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