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Exposing The Generational Content Gap: 3 Ways to Reach Multiple Generations

Exposing The Generational Content Gap: 3 Ways to Reach Multiple Generations | Content Marketing | Scoop.it
Are you marketing content across generations? If so, there's a good bet you're missing some key opportunities, many of which are revealed in this study.
Dru Nicolas's insight:

Marketing to several generations can be challenging, given the different values and ideas that resonate with each group. With the number of online content consumers growing daily, it’s essential for marketers to understand the specific types of content that each of their audiences connect with, and align it with their content marketing strategy accordingly.

Although there is no one-size-fits-all campaign, successful marketers can create content that multiple generations will want to share. 

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New B2B Content Marketing Research: Focus on Documenting Your Strategy

New B2B Content Marketing Research: Focus on Documenting Your Strategy | Content Marketing | Scoop.it

Despite a few changes in our yearly survey, the key takeaway of our B2B content marketing research this year is the same: It pays to document your strategy

Dru Nicolas's insight:

Another brilliant report from Content Marketing Institute.

Last year, CMI showed through its report that the on of must challenging and difficult point for marketer was to set and monitor metrics. This year, the report highlight the difference between documented and verbal content marketing strategy.

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How to Use Customer Experience Maps to Develop a Winning Content Marketing Strategy

How to Use Customer Experience Maps to Develop a Winning Content Marketing Strategy | Content Marketing | Scoop.it

When done well, an experience map illuminates the holistic customer experience, demonstrating the highs and lows people feel while interacting with your product or service. The process of mapping uncovers the key customer moments that, once improved, will unlock a more compelling and more valuable overall experience.

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Is Your Content Credible Enough to Share?

Is Your Content Credible Enough to Share? | Content Marketing | Scoop.it
People don't share content that isn't credible. Credibility gets mentioned in passing as something content needs, but little has been said about how to build it. This is your guide.
Dru Nicolas's insight:

Your Content must project credibility. Smaller sites and lesser-known brands have the most to gain by understanding how users and journalists make judgments on credibility and working to improve those factors

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There is No One-Size-Fits All Content Marketing Approach

There is No One-Size-Fits All Content Marketing Approach | Content Marketing | Scoop.it

A recent study from inPowered and Nielsen entitled The Role of Content in the Consumer Decision Making Process presented some intriguing findings about the differential effectiveness of Branded Content, User Reviews, and Expert Content.

Dru Nicolas's insight:

The inPowered/Nielsen study reminds us that there is no one correct strategy for content marketing—but  there is an unique strategy for your brand, and the key to that strategy is to start where your audience is, and not with where “the industry” is.

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Measuring Marketing Effectiveness: Find Out if Your Content Converts

Measuring Marketing Effectiveness: Find Out if Your Content Converts | Content Marketing | Scoop.it

I recently wrote an article discussing ways to measure content marketing performance in association with brand awareness, thought leadership, and engagement metrics — three important goals for B2B marketers in 2014. But lead generation and customer acquisition are also important goals for content marketing programs; in fact, they are second and third on the priority list, according to CMI’s 2014 B2B Content Marketing Trends report. This tie-in is particularly critical when aligning marketing to the broader sales initiative

Dru Nicolas's insight:

Lets dive into techniques for measuring the marketing effectiveness  of content strategy and discuss a model for establishing lead generation and customer acquisition performance metrics. 

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What's next after Content Marketing?

What's next after Content Marketing? | Content Marketing | Scoop.it

"After the current content marketing craze runs its course, what comes next? A look into the digital marketing crystal ball, courtesy of the first column dubbed Marketing Futurist.

At the moment content marketing is the hottest thing in marketing. Social media marketing is slightly on the wane and SEO is in a state of confusion and reinvention. Today, all things marketing seem to end in content."

 

Dru Nicolas's insight:

Content marketing will continue to be very dominant in B2B organizations, where its implementation can transform marketing and sales teams and agency relationships, and not always comfortably.

Content co-creation with customers and customer/agency/brand dynamics will also be areas of considerable movement that will generate both creative brilliance and marketing tension over the next two years.
So once content marketing adoption and budgets start to normalize, what will be big next? Two trends loom: native distribution and customer narrative analytics.

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The Content Marketing Mix

The Content Marketing Mix | Content Marketing | Scoop.it
So now that you've been inspired to try your hand at social content marketing, and you understand your audience and what kind of content may appeal, it's time to plan out your content mix.
Dru Nicolas's insight:

These four classifications aren't black and white.

A product post can have lifestyle and brand type elements. Community posts can also be brand.

The mix also varies depending on your audience and your own goals. 

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Technology Marketers Urgently Need to Document Their Content Marketing Strategy

Technology Marketers Urgently Need to Document Their Content Marketing Strategy | Content Marketing | Scoop.it

"The great news is that nearly every technology marketer we surveyed this past year currently uses content marketing. However, I’m concerned that while 46 percent of them have a documented content marketing strategy, the majority either does not or is not sure. Our research has shown time and again that marketers who have a documented strategy are more effective than their peers who do not — they face fewer content marketing challenges, as well."

 

Dru Nicolas's insight:

Near to half of Technology Marketer have a Documented Content Marketing Strategy, it seems that has a real impact on its effectivness and allow them to simply its outsourcing

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The Complete List of Engaging Content Ideas

The Complete List of Engaging Content Ideas | Content Marketing | Scoop.it

The fact that content drives the Internet is nothing new, though today, there is a greater emphasis on the importance of quality. Internet marketers can no longer rely on publishing enormous amounts of thin content on online magazines, low-quality blogs, and article directories to build links and drive traffic to their main websites. As search engine giant Google seeks to increase the overall quality of the material on the Internet by rewarding well-researched and error-free content and penalizing sites who manipulative SEO strategies, content marketers need to start shifting their focuses to quality.

Dru Nicolas's insight:

In this article you will find answers in substance : How to create a engaging content? and in form, through an exhaustive list of formats which it can take.

Regarding your objectives, it's up to you to chose the most appropriate format in order to provide your audience the best UX.

 

 

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Prove Content Marketing ROI with a Performance Scorecard

Prove Content Marketing ROI with a Performance Scorecard | Content Marketing | Scoop.it

"In today’s marketing landscape, creating a performance dashboard, or scorecard, is essential to aligning expectations and delivering a successful, bottom-line-focused content marketing strategy.

Your marketing performance scorecard will drive important internal conversations, including:

Defining your marketing objectives, key performance indicators (KPIs), and goalsDeveloping an internal process for updating and reporting resultsAnalyzing performance to turn data into intelligence — and intelligence into action."

Dru Nicolas's insight:

By starting from the premise of being a hypothetical B2B company which would have objectives the following ones :

- Brand: Increase brand awareness and reach.

- Leads: Generate and qualify sales leads.

- Sales: Align marketing and sales to close business.

- Loyalty: Build customer loyalty to increase recurring revenue.

this article walk through the process, from KPIs definition to monitoring, to build a relevant Scorecard in order to prove the ROI of your Content Marketing Strategy.

 

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The relationship between content strategy and content marketing

The relationship between content strategy and content marketing | Content Marketing | Scoop.it

"Content strategy and content marketing have been practiced for a significant amount of time under different labels. Content marketers often point to John Deere’s magazine and Jell-O’s book of recipes as two of the earliest practices of content marketing. Firehead notes in their brief history that content strategy is “as old as publishing itself”. However, as the digital publishing age has emerged, people from several diverse fields have come together to create the role that we recognise today. Richard Ingram’s 2011 survey of content strategists shows a diverse population of curators, editors, designers, managers, marketers, and technical writers."

Dru Nicolas's insight:

This article is the result of a collective thinking and work.

It brings some light about Content Marketing through definition, history and roles in the digital age's definition.

It reviews scopes of a content strategist and a content marketer to define exactly their relationship.

Their roles are separate but complementary and  the size of an organization often determines how separate they are.


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In-Depth Guide to Content Curation

In-Depth Guide to Content Curation | Content Marketing | Scoop.it

"Getting creative is going to be the name of the game for content writers and marketers this year. Google has certainly shaken things up when it comes to links and keywords, but the need for quality content is always going to remain at the forefront of Google’s advice. Content curation is another way to provide this quality content to your readers, and it just so happens to be easier, quicker, and offer more information than traditional article. Why wouldn’t you want to get involved with this type of new technique? Exactly"

Dru Nicolas's insight:

What Content Curation is?

Which effect and benefits could it have on SEO?

This article will give you answers, some tips to do it right and some tools to help you in your Content Curation Strategy.

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Why Good Unique Content Needs to Die

Why Good Unique Content Needs to Die | Content Marketing | Scoop.it
If we're talking about creating "good, unique content" and are hoping for it to rank in competitive SERPs, we're not setting the right bar. In today's Whiteboard Friday, Rand shows us what we should be going for instead.
Dru Nicolas's insight:

SEO ranking factors especially their weight evolve, create good unique content isn't enough to meet users expectations ( pages have to load insanely fast, even on mobile devices, even when their connection's slow. It has to look great. Answers have to be provide almost instantaneously.

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The Ultimate SEO Checklist: 15 Steps to Optimize Your Content Marketing Plan

The Ultimate SEO Checklist: 15 Steps to Optimize Your Content Marketing Plan | Content Marketing | Scoop.it
Search engine optimization (SEO) should be a linchpin in any successful content marketing plan
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How Content Quality Analysis Works With SEO

How Content Quality Analysis Works With SEO | Content Marketing | Scoop.it
The Periodic Table of SEO Ranking Factors panel at the recent SMX Advanced show stimulated some fresh thinking for me on the role of content analysis and SEO. In particular, Marcus Tober of Searchmetrics shared some interesting data from one of their latest studies. What I’d like to discuss here is the notion of co-occurrence […]
Dru Nicolas's insight:

The goal of the search engines is to recognize well-designed web pages that offer a high-quality user experience. That should be your first goal, as well. You need to be very holistic in your approach to putting content on your pages and create the best possible experience there. This will be an investment of time, but it will help you both with conversion and user satisfaction.

 

The Searchmetrics data shows a very strong correlation between this type of thinking and higher rankings, and that’s good enough for me to know it’s important, regardless of whether or not it’s a ranking factor or not!

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Traditional marketers need to rethink their skillset to succeed in content marketing

Traditional marketers need to rethink their skillset to succeed in content marketing | Content Marketing | Scoop.it

Content marketing budgets are on the rise, with an increasing number of brand marketers planning to put more money into the content pot, according to the Content Marketing Institute. But producing engaging and varied content is one of their biggest challenges. Could a more intelligent approach to recruitment be the answer?

Dru Nicolas's insight:

“What needs to take place is changing the #mindset of both traditional marketers – who are perhaps not wholly switched on to the idea of ‘brands becoming publishers’ and see little #value in #contentmarketing for their brands – and traditional content creators – so journalists, producers and editors recognising the real consumer value and impact that can be achieved in creating #brandedcontent"

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The Future Of Modern Marketing Is Human-Centered

The Future Of Modern Marketing Is Human-Centered | Content Marketing | Scoop.it

Modern marketing, as it responds to the overwhelming tentacles of the exploding digital economy, now requires the important element of design thinking.  With the rapid growth of content marketing, modern marketing CMO’s now have to think about creating as well as designing the digital interaction experiences surrounding content.

Dru Nicolas's insight:

Understanding how buyers interact with people and businesses has become essential to modern marketing success.  And – this is where a human-centered approach to modern marketing and content design can have a major impact.

As the name implies, the core element of a human-centered approach is putting the human (customer and buyer) at the center of design and modern marketing.  It involves incorporating understanding of human needs, goals, behaviors, and personality towards providing solutions, which help people to fulfill their needs and goals.

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35 SEO Copywriting Tips for Rocking Content

35 SEO Copywriting Tips for Rocking Content | Content Marketing | Scoop.it

"SEO copywriting refers to the art of writing copy that ranks well in search. It is relatively easy to do (if you have some experience), and it’s an excellent way to gain valuable web traffic without spending thousands of dollars on paid advertising.

But it’s not all about rankings and traffic. Writing search engine optimized content is also about engaging readers, building authority, and selling products. After all, what is the point of getting prospects to pages that do not serve a purpose?"

Dru Nicolas's insight:

An exhaustive list of very usefull tips

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How to Use Data to Improve Your Content Marketing Strategy

How to Use Data to Improve Your Content Marketing Strategy | Content Marketing | Scoop.it

"With 60 percent of B2C marketers planning to increase their content marketing spend over their previous year’s budget, now is the time to start thinking seriously about how data impacts your content marketing strategy.."

Dru Nicolas's insight:

Taking a data-led approach to your content marketing not only gives you a stronger strategy, but also allows you to identify new opportunities from your competitors’ activity, and your audiences’ preferences.

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Examining the Product Life Cycle to Become Better Content Marketers

Examining the Product Life Cycle to Become Better Content Marketers | Content Marketing | Scoop.it
Content marketing works because it’s a uniquely powerful way to generate excitement around your industry and products. We can learn a lot about content marketing simply by looking at how the product life cycle works.
Dru Nicolas's insight:

Interesting analogy beetween life cycle of Product and Content one.

Next step the Content Mix marketing

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Introducing The Periodic Table of Content Marketing

Introducing The Periodic Table of Content Marketing | Content Marketing | Scoop.it
I’ve written a lot about content strategy over the past decade. I’ve also highlighted various niche tactics that can help content creators to succeed, as well as plenty of examples of excellent content. But I haven’t created many visualisations, and recently I have been keen to do one.
Dru Nicolas's insight:

A very interesting and complete overview of the key elements of content marketing through Periodic Table.

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The Marketer’s Crash Course in Visual Content Creation

The Marketer’s Crash Course in Visual Content Creation | Content Marketing | Scoop.it

"Marketers have to start pretending they have 3 seconds or less to catch someone’s eye if they want to get an idea across. It’s as simple as this:

if you can’t win your prospects’ attention, you can’t convert them into customers.

We live in an age of information overload. “Every two days we create as much information as we did from the dawn of civilization up until 2003,” according to former Google CEO, Eric Schmidt. In 2011, there were over one TRILLION pages on the internet. 1,000,000,000,000! Trying to comprehend how much information that is is like trying to comprehend how big the universe is.

As wonderful as it is having so much information at our fingertips, humans can only consume so much at a given time. We have multiple inboxes overflowing with email, several social networks flooded with real time updates, and one or more mobile devices buzzing and beeping with even more messages. It’s no wonder our attention spans for one piece of information is shrinking. To truly cut through the clutter, it’s more important than ever for marketers to create web content that’s both useful and aesthetically pleasing.

The rapidly growing user bases of photo-centric sites like Instagram and Pinterest, and the recent photo-centric redesign of Facebook’s news feed are just two of many indicators that consumers are gravitating toward visual content that conveys an idea and sparks an emotional response fast. Even our own research shows that photos generate 53% more likes than the average post.

If you want to create quality photos, images, charts, graphs, infographics, and other visual representations of data your customers and prospects actually want to consume, keep reading to glean the tips, design basics, and easy-to-use tools that will empower everyone on your marketing team to do so."

Dru Nicolas's insight:

From "Why marketers struggle to create great visual content?" to "20 easy and free tools to creat visuals", this guide answers questions: Why,What's and How (so methodically as practically) , relative to visual content.

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SXSW Content Marketing Buzzword Guide

SXSW Content Marketing Buzzword Guide | Content Marketing | Scoop.it

"South by Southwest is big on a lot of things. Startup swag. Taco trucks. Stalker apps. QR codes, which seem to gather in Austin like an extinct species attempting to repopulate.

And buzzwords. They just seem to be bigger in Texas. Here’s what you need to know before you go"

Dru Nicolas's insight:

Nice article which puts buzzwords stemming from Content Marketing in their proper place.

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The 5 stages of the evolution of content marketing... and why we should be talking to geeks

The 5 stages of the evolution of content marketing... and why we should be talking to geeks | Content Marketing | Scoop.it

Digital strategists and creatives have risen to the challenge, massively expanding the range of experiences a consumer can expect to have when engaging with brands. Some of the principles that have fallen out of these experiments in cyberspace have had a powerful and positive knock-on effect on traditional advertising platforms too, as I discussed in another article.

But where is this phenomenon heading? Will content just endlessly proliferate? The best digital campaigns of the last few years suggest to me that the idea of brand-as-publisher is already evolving into something a bit more interesting.

Dru Nicolas's insight:

Users got more and more appetence for content and evolve as one goes along, from the consumption to the creation therefore from "what" to "how".

This article reviews each stage of the content experience hierarchy to explain why geeks suit more than creatives  to spotting gaps in the “how” market. 

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