Content Marketing & Content Strategy
51.0K views | +1 today
Follow
 
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...
Your new post is loading...
Scooped by Stefano Principato
Scoop.it!

How to Optimize Your Facebook Page Preview in the News Feed 

How to Optimize Your Facebook Page Preview in the News Feed  | Content Marketing & Content Strategy | Scoop.it
Discover how to optimize your Facebook page preview to boost likes and bring new fans on board.
more...
No comment yet.
Scooped by Stefano Principato
Scoop.it!

Measuring Content Marketing ROI: A Definitive Guide

Measuring Content Marketing ROI: A Definitive Guide | Content Marketing & Content Strategy | Scoop.it
Like most businesses, you’re likely spending money producing content on a regular basis for your audience(s) to consume via various mediums. It’s a sound component of any good digital marketing s…
more...
No comment yet.
Scooped by Stefano Principato
Scoop.it!

6 Questions You Must Answer to Create Compelling Value Propositions

6 Questions You Must Answer to Create Compelling Value Propositions | Content Marketing & Content Strategy | Scoop.it
Customer value propositions are an essential part of a company’s business strategy and the foundation for all of its marketing and sales efforts. Unfortunately, many companies don’t devot…
more...
No comment yet.
Scooped by Stefano Principato
Scoop.it!

Quality Content is Defined by Success

Quality Content is Defined by Success | Content Marketing & Content Strategy | Scoop.it
When you find content that generates high social engagement and converts like crazy, turn it into your unicorn content with these 5 hacks.
more...
No comment yet.
Scooped by Stefano Principato
Scoop.it!

10 Low-Cost Tools for Scaling a Micro-Influencer Marketing Campaign

10 Low-Cost Tools for Scaling a Micro-Influencer Marketing Campaign | Content Marketing & Content Strategy | Scoop.it
There are plenty of low-cost (or free) tools out there that can help you scale your micro-influencer campaigns. Here are 10 to check out.
more...
No comment yet.
Scooped by Stefano Principato
Scoop.it!

10 Tips for Using Pinterest to Grow Traffic and Leads

10 Tips for Using Pinterest to Grow Traffic and Leads | Content Marketing & Content Strategy | Scoop.it
If you’ve ever been on Pinterest, you know what I’m talking about when I say the Pinterest rabbit hole. No matter what you’re into, Pinterest is a visual smorgasbord of beautiful, inspiring ima…
more...
No comment yet.
Rescooped by Stefano Principato from Content Creation, Curation, Management
Scoop.it!

10 Easy Ways to Generate Content for New Blog

10 Easy Ways to Generate Content for New Blog | Content Marketing & Content Strategy | Scoop.it
Creating shareable and exciting content is essential for those who desire to draw as many readers to their blog as possible.And, despite the amount of enthusiasm you might have, producing unique and engaging content…...

Via Rebecca Downing, massimo facchinetti
more...
Scooped by Stefano Principato
Scoop.it!

B2B Marketing Campaign Types to Power the Top of Your Funnel

B2B Marketing Campaign Types to Power the Top of Your Funnel | Content Marketing & Content Strategy | Scoop.it
  Every B2B prospect is on a journey, whether you’re optimizing for it or not.  
more...
No comment yet.
Scooped by Stefano Principato
Scoop.it!

How to Generate Leads and Sell With Live Video 

How to Generate Leads and Sell With Live Video  | Content Marketing & Content Strategy | Scoop.it
Social Media Marketing Podcast 301. In this episode, explore strategic ways Facebook live video can generate leads and sales with Nicole Walters.
more...
No comment yet.
Scooped by Stefano Principato
Scoop.it!

B2B Demand Generation Content: Thought Leadership vs. SEO

B2B Demand Generation Content: Thought Leadership vs. SEO | Content Marketing & Content Strategy | Scoop.it
When it comes to thought leadership vs. SEO content, which is best for B2B demand generation? Discover the latest data and best practices.
more...
No comment yet.
Rescooped by Stefano Principato from Content Creation, Curation, Management
Scoop.it!

45 Best Content Curation Tools For Fail-Proof Marketing Automation

45 Best Content Curation Tools For Fail-Proof Marketing Automation | Content Marketing & Content Strategy | Scoop.it
Content curation tools are the best way to keep your social media feeds active when you don't have time to find content yourself. Here are 45 of the best.

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

23 Ways to Create Consistent Content Among 101 Other Priorities

23 Ways to Create Consistent Content Among 101 Other Priorities | Content Marketing & Content Strategy | Scoop.it
Don’t beat yourself up about it… We’ve all been there. Meticulously preparing a content strategy, and mapping out blog post ideas for months in advance, only for it all to be derailed when some…
more...
omarmicheal's curator insight, May 10, 4:35 AM
Share your insight
Scooped by Stefano Principato
Scoop.it!

Content Marketing Best Practices: The Things You Think Are True

Content Marketing Best Practices: The Things You Think Are True | Content Marketing & Content Strategy | Scoop.it
I love reading about content marketing best practices. I devote a good chunk of time each morning to keeping up with what’s going on in the industry. But I don’t let best practices give me my mar…
more...
No comment yet.
Scooped by Stefano Principato
Scoop.it!

How to Use The Best Instagram Hashtags For Marketing

How to Use The Best Instagram Hashtags For Marketing | Content Marketing & Content Strategy | Scoop.it
Instagram hashtags not only make your content easier to find, but they also separate you from the 'spam,' and attract the right readers to communicate with. Brands and businesses can take advantage of spreading the word on their company with the right strategy.
more...
No comment yet.
Scooped by Stefano Principato
Scoop.it!

The Essential Digital Marketing Toolkit for Online Businesses

The Essential Digital Marketing Toolkit for Online Businesses | Content Marketing & Content Strategy | Scoop.it
One of the greatest things about digital marketing is that it is so accessible to businesses of all shapes and sizes. With the plethora of tools available, many of them free or at the very least, aff…
more...
No comment yet.
Scooped by Stefano Principato
Scoop.it!

11 Things You Must Know About B2B Influencer Marketing

11 Things You Must Know About B2B Influencer Marketing | Content Marketing & Content Strategy | Scoop.it
B2B influencer marketing shares many of the same best practices as does B2C. But there are several important differences that should be kept in mind. Jay Baer breaks them down here, including how to best find, educate, and motivate B2B influencers.
more...
No comment yet.
Scooped by Stefano Principato
Scoop.it!

6 B2B Marketing Campaign Ideas to Power the Middle of Your Funnel

6 B2B Marketing Campaign Ideas to Power the Middle of Your Funnel | Content Marketing & Content Strategy | Scoop.it
Ah, the often overlooked middle of the marketing funnel -- even the most thoughtful marketers often fail to create dedicated content that speaks to the unique needs of buyers in this critical step between helping your audience realize they have a problem and that your company has the best solution.  
more...
No comment yet.
Scooped by Stefano Principato
Scoop.it!

Remarketing 101: How to Bring Visitors Back to Your Site

Remarketing 101: How to Bring Visitors Back to Your Site | Content Marketing & Content Strategy | Scoop.it
Have you ever seen an ad on social media for a product you were thinking about buying, but didn’t at the last second? Weird right? Well, as weird as it may seem that ads, targeted just for you, are…
more...
No comment yet.
Scooped by Stefano Principato
Scoop.it!

How to Use the Facebook Budget Optimization Tool for Improved Results 

How to Use the Facebook Budget Optimization Tool for Improved Results  | Content Marketing & Content Strategy | Scoop.it
Discover how to use the Facebook Budget Optimization tool to automatically optimize your budget distribution across ad sets.
more...
No comment yet.
Rescooped by Stefano Principato from Content Creation, Curation, Management
Scoop.it!

Six key ways to distribute your content and grow your following at the same time

Six key ways to distribute your content and grow your following at the same time | Content Marketing & Content Strategy | Scoop.it
Too many leaders shy away from social because they see it as 'kid stuff' or a time suck that has no place in their already-too-busy days - but social is a crucial element of branding, content marketing, and meaningful content distribution.

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

How to Use Acronyms Effectively in Your Content Marketing

How to Use Acronyms Effectively in Your Content Marketing | Content Marketing & Content Strategy | Scoop.it
Facebook Twitter Google+ Pinterest As the world has become digital, acronyms and abbreviation has become a staple in texting, social media and more, even appearing on phone cases, necklaces and other statement pieces. While reducing the number of words you type can save time, it can also leave your work illegible and complicated. There is …
more...
No comment yet.
Scooped by Stefano Principato
Scoop.it!

10 Copywriting Strategies Every Entrepreneur Needs To Know

10 Copywriting Strategies Every Entrepreneur Needs To Know | Content Marketing & Content Strategy | Scoop.it
If you're an entrepreneur then these 10 copywriting strategies will help you write better copy. They'll have you connecting with your audience better, building trust easier, and selling your product. A lot of your brand message comes down to your copy. This post will help fine-tune your copywriting ability.
more...
No comment yet.
Scooped by Stefano Principato
Scoop.it!

How to Create Long-Form Content with Fewer Efforts

How to Create Long-Form Content with Fewer Efforts | Content Marketing & Content Strategy | Scoop.it
Long-form content can be the secret weapon for and brand, contractor, and yes, sales rep. Writing about what you sell (and what your leads do) is incredibly valuable — If it's good. Here's why you need long content and how to do it well.
more...
No comment yet.
Scooped by Stefano Principato
Scoop.it!

The Uncommon Way To Fix 3 Big Problems With Your Content Marketing

The Uncommon Way To Fix 3 Big Problems With Your Content Marketing | Content Marketing & Content Strategy | Scoop.it
The dream of content marketing is that it will be a magical funnel dripping money into the bank account. Its lure is that it will create an inbound sales machine. Here’s the prescribed formula: Fir…
more...
No comment yet.
Scooped by Stefano Principato
Scoop.it!

Are You Making Any of These Social Media Mistakes?

Are You Making Any of These Social Media Mistakes? | Content Marketing & Content Strategy | Scoop.it
Are your social media marketing (SMM) efforts paying off, or missing the mark? If your metrics are painting a picture of the former, you might be making a few of these common mistakes. Read on for some things to avoid, and some things to try—plus a few cautionary tips.
more...
No comment yet.