Content Marketing...
Follow
Find
18.5K views | +43 today
Rescooped by Stefano Principato from Business and Marketing
onto Content Marketing & Content Strategy
Scoop.it!

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.

more...
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
Your new post is loading...
Scooped by Stefano Principato
Scoop.it!

4 Content Generation Tools Digital Marketers Can’t Live Without

4 Content Generation Tools Digital Marketers Can’t Live Without | Content Marketing & Content Strategy | Scoop.it
Farewell writer’s block! By using the follow six topic generation tools, you can develop article topics when you don’t have the slightest clue. Here are the four tools: 1. Blog Topic Generator Bl…
more...
No comment yet.
Scooped by Stefano Principato
Scoop.it!

7 Online Tools That Help You to Write Faster and Better

7 Online Tools That Help You to Write Faster and Better | Content Marketing & Content Strategy | Scoop.it
Anyone can start a blog – but not everyone can start and maintain a quality blog that offers valuable insights and advice. Part of running a high quality blog is offering high quality content with …
more...
Marc Kneepkens's curator insight, July 20, 10:35 AM

Continuous 'quality' writing is a challenge for small businesses. These are some good tools.

massimo scalzo's curator insight, July 21, 3:50 AM

There are many tools to pave the way for maintaining a quality Blog...Have a look here

Monica S Mcfeeters's curator insight, July 21, 7:43 AM
Some folks have ask me if I do a blog. I'm a fairly long winded commenter with lots of opinions and thoughts on the topics I care about. The answer is yes, but not seriously. I thought this article might help me get more serious about that. Why waste your thoughts to be left to fly away with time? Someone might be able to build on them even if you don't. Sometimes sad to say we even forget some of our own best ideas when we have time to work on them. Why not record them and store them on a blog.
Scooped by Stefano Principato
Scoop.it!

10 Creative or Weird Uses of Instagram

10 Creative or Weird Uses of Instagram | Content Marketing & Content Strategy | Scoop.it
Instagram might be the land of selfies, sunsets and food pics— and that’s totally fine with us— but it’s also home to some of the most creative social media minds in the business. Marketers, …
more...
Vincent Orleck's curator insight, July 18, 2:41 PM

#FunFriday

Mende Smith's curator insight, July 18, 4:09 PM

This is a fun read.

Scooped by Stefano Principato
Scoop.it!

How Content Marketing is Used by the B2B Company #infographic

How Content Marketing is Used by the B2B Company #infographic | Content Marketing & Content Strategy | Scoop.it
This infographic describes why marketers create content, how they use content, and where they post content. The best business to business content marketing practices and most popular tactics are outlined in this fun and informative infographic!
more...
No comment yet.
Scooped by Stefano Principato
Scoop.it!

3 Steps to Create Podcasts With Google Hangouts On Air |

3 Steps to Create Podcasts With Google Hangouts On Air | | Content Marketing & Content Strategy | Scoop.it
Want to double the size of your podcast audience? Here's how to create podcasts with Google Hangouts On Air and gain a live audience for your podcast.
more...
No comment yet.
Scooped by Stefano Principato
Scoop.it!

3 Content Marketing Metrics You Should Report Every Week

3 Content Marketing Metrics You Should Report Every Week | Content Marketing & Content Strategy | Scoop.it
How often do you review your content marketing metrics and report results to your leadership team? That question to marketers is like when a dentist asks you, “Have you been flossing regularly?” …
Stefano Principato's insight:
1. Organic Search Traffic2. Referral Traffic3. Conversions
more...
No comment yet.
Scooped by Stefano Principato
Scoop.it!

Storymapping: A MacGyver Approach to Content Strategy

** Authored and presented with Lis Hubert ** Need an organized and prioritized content assessment? Sure you do! Unfortunately, it’s not always possible on a sh…
Stefano Principato's insight:

How to do quality content strategy work even when constraints are many 
• How to use content strategy to increase your understanding of content, even when you can’t afford fancy resources to help you 
• How storymaps can be used across different touchpoints and content areas to improve the user experience.

more...
No comment yet.
Scooped by Stefano Principato
Scoop.it!

How To Calculate Content Marketing ROI

How To Calculate Content Marketing ROI | Content Marketing & Content Strategy | Scoop.it
Content marketing sure is in fashion at the moment. But lots of people are, perhaps understandably, reluctant to follow fashion for fashion’s sake. Senior managers in particular often want to know …
more...
No comment yet.
Scooped by Stefano Principato
Scoop.it!

A Roadmap to the Future of Marketing

A Roadmap to the Future of Marketing | Content Marketing & Content Strategy | Scoop.it
A Roadmap to the Future of Marketing by Douglas Karr on Marketing Technology Blog
more...
No comment yet.
Scooped by Stefano Principato
Scoop.it!

Master This Storytelling Technique to Create an Irresistible Content Series

Master This Storytelling Technique to Create an Irresistible Content Series | Content Marketing & Content Strategy | Scoop.it
Learn how to turn readers into buyers with an engaging, audience-first storytelling strategy. Demian Farnworth reveals the creative technique in six steps.
more...
No comment yet.
Scooped by Stefano Principato
Scoop.it!

How to Be Visual (Even When You’re not an Artist)

How to Be Visual (Even When You’re not an Artist) | Content Marketing & Content Strategy | Scoop.it
Visuals are now the most important element of content marketing, but this can be terrifying if you’re “artistically challenged.” Here are three ways to create compelling visuals regardless of your artistic talent.
more...
No comment yet.
Scooped by Stefano Principato
Scoop.it!

The 7 Steps of Planning High Converting Landing Pages

The 7 Steps of Planning High Converting Landing Pages | Content Marketing & Content Strategy | Scoop.it
Landing pages and conversion optimization are some of the trendiest topics regarding growth hacking and customer acquisition / activation. There are tons of really great posts talking about the ‘an…
more...
No comment yet.
Scooped by Stefano Principato
Scoop.it!

How To Convince Your Boss To Do Content Marketing

How To Convince Your Boss To Do Content Marketing | Content Marketing & Content Strategy | Scoop.it
Modern marketing is dynamic. It has to be. The media we use to communicate with customers changes frequently and unexpectedly, and we need to adapt with it. Sometimes, it feels like we’re standing …
more...
No comment yet.
Scooped by Stefano Principato
Scoop.it!

Visualistan: The Content Marketing Revolution #infographic

Visualistan: The Content Marketing Revolution #infographic | Content Marketing & Content Strategy | Scoop.it
Great content tells a story, it speaks to the truth, and it drives leads and traffic to your website. Investing in content is the crux of SEO success in today's digital world, but people-friendly content has the power to go far further than good rankings.
more...
juandoming's curator insight, July 20, 11:06 AM

add your insight...

Scooped by Stefano Principato
Scoop.it!

12 Reasons to Integrate Visual Content Into Your Marketing Campaigns [Infographic]

12 Reasons to Integrate Visual Content Into Your Marketing Campaigns [Infographic] | Content Marketing & Content Strategy | Scoop.it
Learn about the reasons you should be incorporating visual content into your marketing campaigns in this infographic from Digital Marketing Philippines.
more...
No comment yet.
Scooped by Stefano Principato
Scoop.it!

7 KPI Metrics You Must Include In Your Inbound Marketing Review

7 KPI Metrics You Must Include In Your Inbound Marketing Review | Content Marketing & Content Strategy | Scoop.it
How much revenue are you taking in from your inbound marketing efforts?  To measure the success of inbound marketing you must review some KPI (key performance indicator) metrics.  Knowing which KPI…
more...
No comment yet.
Scooped by Stefano Principato
Scoop.it!

16 Steps to Compelling Content Creation

16 Steps to Compelling Content Creation | Content Marketing & Content Strategy | Scoop.it
16 Steps to Compelling Content Creation by Douglas Karr on Marketing Technology Blog
more...
No comment yet.
Scooped by Stefano Principato
Scoop.it!

5 Key Elements of a Successful Content Marketing Strategy

5 Key Elements of a Successful Content Marketing Strategy | Content Marketing & Content Strategy | Scoop.it
As a content marketing consultant for several tech startups and small businesses, I’ve seen a steep rise in the number of companies who’re now taking content marketing much more seriously and und…
Stefano Principato's insight:
1- Have Clearly Defined Objectives2- Know Exactly Who Your Audience Is3- Optimize For Maximum Conversion4- Be a Great Storyteller

5- Promote Aggressively



more...
No comment yet.
Scooped by Stefano Principato
Scoop.it!

What’s The ROI Of A Content Operation? (Infographic)

What’s The ROI Of A Content Operation? (Infographic) | Content Marketing & Content Strategy | Scoop.it
If you want to see your content drive business for your organization, investing in its production is a must. But it’s not enough. You need to invest in building a content marketing operation. A con…
more...
No comment yet.
Scooped by Stefano Principato
Scoop.it!

Luxury brands on YouTube: Does the content match their reputations?

Luxury brands on YouTube: Does the content match their reputations? | Content Marketing & Content Strategy | Scoop.it
In the early days of social media luxury brands attracted huge followings simply because people liked to be associated with aspirational companies.
more...
No comment yet.
Scooped by Stefano Principato
Scoop.it!

Is Content Marketing Right For You?

Is Content Marketing Right For You? | Content Marketing & Content Strategy | Scoop.it

Since launching our Content Marketing service, we’ve been busy blogging about how effective content can be for a company. But there’s a lot of opinions out there on this marketing method, so 

how can you be sure that it’s right for you?

Take a look at these 6 questions you should ask yourself, to find out whether you should be creating content for your business….


more...
No comment yet.
Scooped by Stefano Principato
Scoop.it!

8 Essential Elements of a Social Media Marketing Strategy |

8 Essential Elements of a Social Media Marketing Strategy | | Content Marketing & Content Strategy | Scoop.it
Do you need help getting started with your social media marketing strategy? Here's what you need to get started.
more...
No comment yet.
Scooped by Stefano Principato
Scoop.it!

10 Real Time Content Discovery Tools for Curation, Engagement and Sharing

10 Real Time Content Discovery Tools for Curation, Engagement and Sharing | Content Marketing & Content Strategy | Scoop.it
The influence of search on content beyond Google, Bing and Yahoo is pretty amazing. Just think of all the social media monitoring platforms that have
more...
No comment yet.
Scooped by Stefano Principato
Scoop.it!

Pinterest Expert Shares 15 Guaranteed Ways to Create Pinterest Marketing Magic

Pinterest Expert Shares 15 Guaranteed Ways to Create Pinterest Marketing Magic | Content Marketing & Content Strategy | Scoop.it
How many of these 15 power tips for creating Pinterest marketing magic do you know? When it comes to social media marketing, some marketers & entrepreneurs think that Pinterest is only about wome…
more...
No comment yet.
Scooped by Stefano Principato
Scoop.it!

The four pillars of an effective online video strategy

The four pillars of an effective online video strategy | Content Marketing & Content Strategy | Scoop.it
Video is one of the most effective forms of digital content, but also one of the most difficult to get right.
Stefano Principato's insight:
  1. Understanding audiences.
  2. Creating content.
  3. Managing distribution.
  4. Measuring and attributing success.
more...
No comment yet.