Blog Archives: Content Marketing

July 24, 2014: We’ve all heard it: “If a tree falls in the forest and nobody is around, does it still make a sound?” While you may be thinking to yourself, “Yeah, I have. Why is this the leading sentence in a marketing blog?” think of it this way: “If a content marketer writes an outstanding piece but fails to consider promotion and their target audience, does anybody notice?”

Falling Tree

July 22, 2014: If you’re like me, you spend a good amount of time scrolling through content marketing blogs for advice and suggestions that will give your content a leg up. I’ll admit, I’m a sucker for any blog title that begins with the words “How-to” or “Tutorial.” Why?

Don't get stuck reinventing the wheel with your content marketing!

Don’t get stuck reinventing the wheel with your content marketing!

Because, as a content marketer, I’m always looking for ways to make my content better.

Recently, however, I’ve started feeling like I have a bone to pick with these old, familiar blogging archetypes. I don’t mean to pick on “How-to” or list-style posts; we all know these types of blogs can be very effective in establishing credibility and providing an audience with specific information they might be looking for (here’s a How-to post I found helpful when writing this blog, for example).

June 16, 2014: As the 2014 World Cup is officially underway, the attention of the sports world (and even those outside the sports world) has turned to Brazil, where 32 of the top teams in the world will be competing to take home the famed gold trophy.

Now, much like your average American, I feel that professional soccer falls somewhere between Cornhole and Quidditch in terms of everyday sports importance. However, once every four years, I can’t help but be drawn to the World Cup, backing the American squad and witnessing one of the most impressive gatherings of national pride the world encounters.

June 12, 2014: Users online are smart. They use the internet every day and are no longer phased by fancy blinking banner ads or emails that promise they will make $5,000 in a single week. In fact, KoMarketing’s 2014 B2B Web Usability report revealed that the top elements causing buyers to leave vendor websites included distracting video or audio that plays automatically and animated ads that crawl across a page or pop up.

Yet, businesses continuously “dumb down” their marketing and advertising for users in hopes of reaching the highest number of people. While the world has no shortage of idiots, the average internet user is middle class and many have an advanced education: the 2011 census showed that almost 90% of all households in the United States that had bachelors degrees had internet access.

Instead of tricking your audience into believing something is real (e.g. the Pepsi Max commercial that the internet has decried as fake), why not focus your efforts on creating lasting connections through genuine storytelling, which makes great experiences for your users?

June 9, 2014: I’ll never forget the morning I came into the office and announced that, according to BuzzFeed, I was supposed to be living in Paris.

“Portland, Oregon,” said one of my colleagues.

“Shanghai,” said another.

We started cracking up because, though it was early (like, prior to 8:00 am), all three of us had already found the time to take BuzzFeed’s What City Should You Actually Live In? quiz.

May 12, 2014:

Thelma and Louise

“Thelma and Louise,” a two-headed Texas river turtle, lives in the San Antonio Zoo

You know that old familiar saying, “Two heads are better than one?” Well, it’s true. (Back me up on this one, Thelma and Louise!)

It’s a concept that’s been with us since the good, ‘ole Sesame Street days. You know, the idea that, by working together, you can solve any problem that comes your way.

In the world of content marketing, this is especially true.

May 5, 2014: The basics of a content marketing strategy revolve around when and where – what day and time to publish blogs and on which social networks to share them – to increase brand awareness and drive traffic. The how is just as important, too.

The myriad communication channels grow and change at a rapid pace, thus your strategy should accommodate those changes at a similar level. In competitive intelligence platform TrackMaven’s recently released Colossal Content Marketing Report they detail “new ingredients” for a successful strategy.

April 15, 2014: During the first semester of my creative writing degree, I slogged through what everyone in my graduate program referred to as “creative annotations,” which was just a fancier way of saying that you’d read a novel and written a response to demonstrate you had a basic understanding of what it was about. To me, it felt a lot like busy work.

April 10, 2014: Content is king, and the king is everywhere we turn on the web. Today’s internet has become a competitive gauntlet for content marketers that have high hopes of having their content appear on the screen (or desk) of a decision-maker, hoping to increase brand awareness or even lead to a future sale. However, gone are the days of “batch N’ blast” success stories. B2B content marketing strategies in 2014 must involve careful planning and execution to cut through the clutter on their way to visibility.

While there may not be a clearly defined blueprint for success, there are several resources on today’s web that can assist B2B content marketers in crafting a successful strategy. We’ve scoured YouTube to identify five videos that we thought stood above the rest in terms of unique value and usefulness. So, give these videos a watch, or if you’re tight on time, we’ve also included a “too long; didn’t watch” (tl;dw) summary for each. Enjoy!

April 4, 2014: For many B2B companies, just simply having a blog at all has been a huge accomplishment. However, now that content marketing has become one of the most popular strategies in digital marketing for 2014 (and hopefully beyond), it may be time to step your content marketing game. Marketers and buyers alike agree: content marketing now goes beyond a few simple blog posts. In KoMarketing’s 2014 B2B Web Usability Report , 38% of buyers consider case studies, white papers, articles, and blog posts as “must have” content.

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chris-long

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