Blog Archives: Content Marketing

June 21, 2016: One of the most exciting (and, let’s be honest, terrifying) things aboutpow working at an SEO agency is working on clients in completely different industries.  It’s not enough to be an expert in one client industry or target market – you have to be an expert in all of them.

But that’s also the beauty of it.  By developing a deep understanding of so many different industries, you’re putting yourself in a position to become a more versatile marketer overall.  Pick your preferred idiom – jack-of-all-trades, wearing many hats, etc. – the idea is that you should be well-versed in as many different industries as represent your clients.

But the obvious question is: How do you become proficient enough in your clients’ industries to be able to develop quality content marketing on their behalf?

Let’s take a deep dive into client industry immersion and walk through a few examples of how you can use it to better your content marketing strategy (i.e., give your content that extra oomph):

June 17, 2016: I was at a family cookout last summer talking to a group of my relatives, when someone asked me about my job as a content marketer. I began to explain it as I normally would to other marketing-savvy people, but noticed about half of those I was talking to were looking at me with faces that looked a lot like this:

My grandmother said, “So, you’re like an online journalist?” Since she wasn’t completely wrong, and it was a battle I didn’t feel like fighting with half a mouth full of cheeseburger, I nodded, smiled, and said “that can be a small part of it.” Thankfully, that was enough of an explanation for the time and place, and the conversation moved along to the next topic pretty quickly.

June 9, 2016: I recently spoke with author and senior content marketing manager Liz Bedor about her views on the discipline of content marketing. Liz is a frequent speakeLiz Bedorr on the topic of content marketing ROI, and in 2015 published a book with co-author Michael Brenner about how to measure content marketing success in business terms.

Titled “The Content Formula: Calculate the ROI of Content Marketing and Never Waste Money Again,” Liz and Michael teach marketers how to justify budget spend and make sense of all the moving parts.

May 24, 2016: A few weeks ago I headed down to Austin for Pubcon’s regional, one-day show. The event featured some of my favorite speakers and gave me the opportunity to present on one of my all-time favorite topics: creating killer content (aka creating content your audience actually wants to read!).

Why do I love this topic? Because, at the end of the day, there’s sooooo much out there around creating content but much of it misses the mark on why.

So, this week, I’m breaking down my presentation and giving you the goods on how to use data to create content for your buyers.

May 19, 2016: I was more of a Tetris than a Dungeons & Dragons type of kid.  I never really got into Lord of the Rings and found that goblin man more than a little creepy.

But I’ll be the first to admit I’m fully entrenched in Game of Thrones.  Why?  Because it’s badass.  And also because it always — always — surprises me.  Red Wedding, much?

Red Wedding

Now, I have a long history of comparing content marketing to seemingly unrelated popular culture: TV shows (and more and more TV shows), movies, holidays, you name it.  The point is this: Content marketing is such a fun and creative field that you can draw inspiration from almost anywhere to rock killer content — even if it may seem completely oddball or off the wall.

So, since we’re all rehashing each week’s GoT episode with our colleagues anyway, I figured it made sense to dig up a few content marketing gems from the Seven Kingdoms.

Here’s a look at a few best practices from the show that you can apply to your content efforts (*spoiler alert*):

May 17, 2016: Guest Blogging

Earlier this year, a Backlinko study analyzed one million Google search results and uncovered that “the number of domains linking to a page correlated with rankings more than any other factor.”

However, as we know, Google is now better than ever at detecting “spammy” links, putting a halt to link-building strategies that simply take an “I’ll take whatever I can get” type of approach.

With these two factors carrying so much weight in today’s world of SEO, our content marketing team has been working closely with many of our clients to develop in-depth guest blogging strategies.

May 12, 2016: One of the most common problems I’ve heard from clients is their worry that they have such a technical or uninteresting product or service that it’s hard to come up with creative campaigns. They feel like the campaigns Disney or Taco Bell put together are hard because they lack the creativity that comes naturally with companies that have it woven into their culture.

However, I’d argue that content marketing can work for any business; you just have to go through a process to figure out what angle you can use to leverage your most interesting characteristics. Here some areas where content marketing can be used in a very detailed or technical business.

How to Leverage Content Marketing in “Boring” B2B Industries

May 5, 2016: Recently, the “2016 Content Report” from Rundown uncovered that just 28 percent of content ideas developed by marketers are actually backed by data and research. Additionally, none of the marketers surveyed said they were “thrilled” with the tech tools available to help them with content marketing.

For more insight into this report, we spoke to Taulbee Jackson, President and CMO of Rundown:

April 21, 2016: “Pivot” is a word typically used in the literal sense, “The dancers pivoted on their toes and changedballerina direction” or “The quarterback pivoted and threw the ball to the running back.”

So what does it have to do with B2B marketing strategy?

Nothing at all – and basically everything.

If you’re in the business of content marketing, you are, by necessity, comfortable with change. With Google changing its ranking algorithm a whopping 500 – 600 times a year, it’s critical to stay nimble to keep up with your customers – and the competition.

That’s where pivoting comes into play.

Let’s say you’ve got a content marketing strategy in place you’re absolutely sure will result in links, conversions, third-party exposure, etc.

How do you know this? Because you and your brilliant team of colleagues came up with it (duh)!

But then you take a deep dive into Analytics and realize your content assets aren’t performing as expected. Your organic traffic numbers are down month-over-month and year-over-year, your conversion numbers are low, your keywords are slipping in their ranking – and you wonder: Is anyone actually reading the stuff you’re putting out there?

In other words, your content strategy has crashed and burned.

Even the most lifeless content strategy can be resuscitated if you know how to pivot and get it back on track. Here’s a look at how to regroup, refocus, and refine strategy for the future:

April 19, 2016: Since my early days of writing in grade school, one rule has remained constant: developing content with the audience in mind. Whether you’re writing about your imaginary friend in first grade or about a B2B product or service, it is critical to define the audience and then deliver the right content to that audience. Always ask yourself:

Why am I writing? For whom? - Writer or author questions on a napkin with a cup of coffee

To take a soundbite from Field of Dreams, “If you build it, they will come.”

The B2B content consumption stats are out there. Nearly 64 percent of B2B technology buyers say that they read between 2 to 5 pieces of content before making a purchase.

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William Vuong

"KoMarketing is instrumental to the success of CDNetworks global search marketing efforts. The relentless attention to detail and strategic approach continues to push us toward greater results." - William Vuong, Senior Marketing Manager

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