Content Marketing & Content Strategy
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Develop an Audience-Centric Content Strategy

Develop an Audience-Centric Content Strategy | Content Marketing & Content Strategy | Scoop.it
An audience centric content strategy begins with a well defined persona analysis prior to keyword search as part of your discovery process.

Via digitalassetman, Brian Yanish - MarketingHits.com, Martin (Marty) Smith, Gregg Breward
Stefano Principato's insight:

Primary objective in this exercise is to define an audience-centric content strategy. Understanding the relationship between themes that are advertorial, industry informational and highly relevant to your targeted audience’s interests will help you stay focused.

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Martin (Marty) Smith's curator insight, April 30, 2013 10:08 AM

Unique Customer Aspirations
I do something very similar as this post suggests, but I reverse the process preferring to do keyword research first. Keywords are vox populi, the voice of the mob, and so represent raw, unfiltered demand. If you listen carefully enough you can hear semantics too (how customers FEEL about something). 

Keywords also represent how customers think about your product, service or company. Whenever possible use THEIR language not yours, so I start with Keywords and work to personas. 

This post goes into intricate detail on persona creation and, in their model, I can see why they fit keys to personas. My personas are created from keys and patterns in our site's Google analytics. 

If you do either end of this exercise well the rest is somewhat moot. A great keyword set can drive a great persona and it works just as well in the other direction.

I agree with the core idea very much. As marketers we have what the Heath brothers called a "curse of knowledge" (Made To Stick). We LIVE our marketing. Customers DON'T live for our marketing. They live to raise great kids, experience special moments with people they love and experience life at its fullest.

This is why I like to connect with UCA (Unique Customer Aspirations) another way of saying "develop an audience-centric" content strategy.

UCA Post
http://www.atlanticbt.com/blog/how-unique-greatness-meets-customer-aspirations/  

Robin Martin's comment, May 15, 2013 10:43 AM
Wow Marty...your own post is perfect! Our shop is professional/organizational learning within the University of Michigan. We have our own website, catalog and very few social media sites. Actually, we have never even used Google keywords/AdWords on our site. I'm thinking this is a definite no-no. Some of us feel it is not necessary since our customers are internal. What is your take on it?
Martin (Marty) Smith's comment, May 15, 2013 12:09 PM
Robin, first thanks for all the RT love today you ROCK. Now lets talk PPC. Can PPC play an important role inside of the Uof M? Maybe. If you have specific goals around list creation or have something to sell in a fairly immediate way PPC can provide an important dimension to the rest of the relationship building you do. Not sure how or what content you are monetizing, but I could see a "free UofM" study or white paper that would get my email into your list. Once there you could nurture those on your list with segmented drip campaigns. Clearly tagging those from PPC will give you the ability to judge ROI. Feel free to email your specific use case to me Martin.Smith(at)AtlanticBT.com and I will spend some time thinking about IF or HOW PPC might help. Least I can do for your sharing my content with your great tribe of followers :). Marty
Content Marketing & Content Strategy
Models. Tools & Steps To Executing A Content Strategy
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What is Content Marketing?

What is Content Marketing? | Content Marketing & Content Strategy | Scoop.it
The idea of content marketing is to attract and retain customers by creating and curating relevant and valuable content. Make it part of your marketing process.
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6 LinkedIn Browser Extensions to Enhance Your Marketing 

6 LinkedIn Browser Extensions to Enhance Your Marketing  | Content Marketing & Content Strategy | Scoop.it
Do you want to get more out of LinkedIn's marketing and lead-generation features? Discover six browser extensions to improve your LinkedIn marketing.
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Creating a Killer Video Marketing Strategy 

Creating a Killer Video Marketing Strategy  | Content Marketing & Content Strategy | Scoop.it

Video is taking over the web. Every day there are billions of videos watched online, so it’s no surprise to see that brands want to get in on the action and use the medium to maximise the visibility of their products or services.

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6 Ways to Align Your Mission With Your Content-Marketing Strategy

6 Ways to Align Your Mission With Your Content-Marketing Strategy | Content Marketing & Content Strategy | Scoop.it
Content-marketing strategy shouldn't be viewed as an 'ad' but as an external display of your company's internal values.
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Coca-Cola’s “Liquid Content” Marketing Strategy

Coca-Cola’s “Liquid Content” Marketing Strategy | Content Marketing & Content Strategy | Scoop.it
The world's most recognizable brand is definitely not hurting for talent. Coca-Cola has been celebrated for innovative, touching, and effective marketing for over 100 years.
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Luke Hornsby's curator insight, September 20, 5:41 PM
This article basically describes the "liquid content" marketing strategy that coca cola has come up with. The coca cola company came out with a video describing a lot of their theories about the liquid content strategy. the video explains all the details you need to know about Cokes marketing strategy.

Coca Cola came up with a system in its 10th chapter of the video. The system is the liquid and linked concept. "Its liquid because of how it moves between the people who interact with it, with the idea of social amplification at the core. Its linked because it ties together coca colas business objectives with their brands and their customers interest."
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3 Tips for Pinning Video on Pinterest to promote your Business

3 Tips for Pinning Video on Pinterest to promote your Business | Content Marketing & Content Strategy | Scoop.it
Want to get more out of your videos? Find 3 tips to pin video from YouTube, Facebook Live, Snapchat, or your website, and drive traffic from Pinterest.
Via TechinBiz, massimo facchinetti
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Transcreation: Adapting Translated Content For Effectiveness 

Transcreation: Adapting Translated Content For Effectiveness  | Content Marketing & Content Strategy | Scoop.it
Discover transcreation: The process of adapting translated content to make it meaningful, appropriate, and effective for particular market segments.
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How to Get More Work as Freelancer

How to Get More Work as Freelancer | Content Marketing & Content Strategy | Scoop.it
Over the past 5 years working in the digital marketing space, I have found that freelancers can’t seem to get enough work. I hear it all the time, they’re always looking for more and more work. T…
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MoJobsWork's curator insight, September 13, 4:38 PM
Done right, freelancing can be very lucrative http://mojobs.kickoffpages.com/
MoJobsWork's curator insight, September 14, 3:02 PM
One of the biggest challenges freelancers face, is getting more work in order to sustain their income levels http://link-caribbean.com/resources/
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Not All “Influencers” Are Influencers: How to Select the Best for Your Niche

Not All “Influencers” Are Influencers: How to Select the Best for Your Niche | Content Marketing & Content Strategy | Scoop.it
If you want to succeed in promoting your content and your brand, you need to find influencers who can help you gain the leverage over your target audiences. Through good Influencer Marketing you can…
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What Types of Content Actually Drive Traffic?

What Types of Content Actually Drive Traffic? | Content Marketing & Content Strategy | Scoop.it
Meet the six types of content that consistently drive traffic, learn why they work, and get inspired to create your own today.
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10 Disruptive Marketing Trends

10 Disruptive Marketing Trends | Content Marketing & Content Strategy | Scoop.it
Ten disruptive marketing trends that will shape the leading brands of tomorrow.
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19 Tools to Create Social Media Content 

19 Tools to Create Social Media Content  | Content Marketing & Content Strategy | Scoop.it
Are you looking for new ways to create social media content? Discover 19 tools to create and share content on social media.
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13 Tips to Get Your Presentation Featured on the Front Page of SlideShare [Infographic]

13 Tips to Get Your Presentation Featured on the Front Page of SlideShare [Infographic] | Content Marketing & Content Strategy | Scoop.it
SlideShares have become an extremely popular form of content for businesses. They’re visual, informative, and fun to make. If you can believe it, SlideShare even gets 5 times more traffic from busi…
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5 Examples Of The Good And Bad Popups Business Websites Use

5 Examples Of The Good And Bad Popups Business Websites Use | Content Marketing & Content Strategy | Scoop.it
Implementing a popup on your business website or blog? Here are 5 examples of good and bad popups we have come across.

Via Vanhishikha
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5 Blog Post Ideas to Bring Variety to Your Content 

5 Blog Post Ideas to Bring Variety to Your Content  | Content Marketing & Content Strategy | Scoop.it
Looking for blog post ideas that will appeal to your readers? Discover five types of blog posts that will improve your content mix.
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The Basics of LinkedIn Marketing

The Basics of LinkedIn Marketing | Content Marketing & Content Strategy | Scoop.it
LinkedIn marketing has evolved from a simple digital Rolodex to a professional networking powerhouse.
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A 12-step Content Strategy Template

A 12-step Content Strategy Template | Content Marketing & Content Strategy | Scoop.it
Follow this 12-step content strategy template and make your own content strategy. Save time and focus on the more important issues.

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25 Tools for Social Media Marketers 

25 Tools for Social Media Marketers  | Content Marketing & Content Strategy | Scoop.it
Want to simplify your daily social media marketing tasks? Discover 25 tools and apps that can help busy social media marketers work smarter.
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How to Connect with a Hard-to-Reach Audience: A Niche Marketing Strategy

How to Connect with a Hard-to-Reach Audience: A Niche Marketing Strategy | Content Marketing & Content Strategy | Scoop.it
Discover how homeopathic medicine company found content marketing success with the launch of Pickleball Channel – Content Marketing Institute
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How to Create a Lead-Generating Blog Post

How to Create a Lead-Generating Blog Post | Content Marketing & Content Strategy | Scoop.it
Got a blog? According to WPVirtuoso, so do 152 million others! Now, it is true that a lot of great benefits can come from regularly publishing valuable content to your blog. But it takes a lot of tim…
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9 Ways to Use Visual Content in Your Social Media Strategy

9 Ways to Use Visual Content in Your Social Media Strategy | Content Marketing & Content Strategy | Scoop.it
Looking for ways to use visual content in your social media strategy? Here's 9 visual marketing ideas guaranteed to keep your audience coming back for more!
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How podcasting can benefit your content marketing strategy

How podcasting can benefit your content marketing strategy | Content Marketing & Content Strategy | Scoop.it

If there is one thing that keeps marketers up late at night, it is falling behind on the latest marketing trends.

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Tap Into Professional Knowledge with Content Search at LinkedIn

Tap Into Professional Knowledge with Content Search at LinkedIn | Content Marketing & Content Strategy | Scoop.it

Every day millions of professionals are using LinkedIn to share their experiences, opinions and perspectives on a wide variety of topics. All of this professional knowledge is literally at your fingertips with our new content search feature on the LinkedIn mobile app. Members can now search for any topic and find relevant articles published on LinkedIn, either by third-parties, or shared by other members in their feed.

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4 Simple Things You Need to Write an Awesome 90-Second Explainer Video

4 Simple Things You Need to Write an Awesome 90-Second Explainer Video | Content Marketing & Content Strategy | Scoop.it
When we were still a startup newbie, we believed that what made an explainer video cool included flashy colors, smooth transitions, and a silvery narration voice. We put most of our emphasis on the v…
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How to Create the Perfect Social Media Posts – Part 1

How to Create the Perfect Social Media Posts – Part 1 | Content Marketing & Content Strategy | Scoop.it
Powerful social media marketing techniques It can be challenging to scale up your company’s social media presence across a variety of networks since we know there isn’t one silver bullet. A multi…
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