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The failure to succeed in content marketing is quite often due to a crisis in confidence. And this crisis in confidence can lead to giving up too soon on your content marketing strategy and activities. I believe that this happens in large part due to an overall lack of appreciation that producing any content -- text, illustrations, infographics, slide decks, podcasts, photos, and video -- is an art.
Posted Mar 30, 2017
Content marketing is hot, but many companies find that actually producing quality content on a regular basis takes too much time. Similar to those companies, Envoy wanted to give back to its customers by creating engaging, useful content in the form a podcast, but the small 37-person team didn't have the resources to spare for in-depth content marketing efforts.
Posted Mar 20, 2017
In an age where consumers are exposed to more brand messaging and sales tactics than they know what to do with, creating top-notch content is the key to showing the world exactly what makes your brand stand above the rest in conveying your unique selling proposition.
Posted Mar 08, 2017
MediaRadar, an advertising sales intelligence platform, released the results of a study examining native advertising trends in 2016. The study, "Leaders and Lessons in Native Advertising," examined thousands of native ads from 12,965 brands.
Posted Mar 02, 2017
Consistently, the Content Marketing Institute's Benchmarks, Budgets and Trends reports for B2B and B2C have revealed the strong connection between success in content marketing and the existence of a documented content strategy. And the findings completely agree with what we've experienced with clients. In other words, those who have had any degree of success have succeeded because they've had a documented strategy that they've followed.
Posted Feb 23, 2017
For most businesses, organic search traffic is one of the most important sources for sales leads. However, competition is fierce for high-value search terms and it can seem like an almost impossible task to complete with competitors already well-established within your market. Fear not as with a well-structured content strategy there is usually lots of room to target niche search terms that pull potential customers towards your content that can produce almost immediate results.
Posted Feb 22, 2017
The term "content marketing" has become so common in marketing circles that many in the industry may be growing tired of it. For those folks, unfortunately, its prevalence is not likely to diminish any time soon. According to Forrester, "By 2019, marketing leaders will spend more than $103 billion on search marketing, display advertising, social media marketing, and email marketing—more than they will on broadcast and cable television advertising combined.
Posted Feb 06, 2017
In a survey conducted by top B2B marketing authority Pardot, 59% consumers said that the authenticity of a brand's content influences them to follow the brand. Marketers across industries are focused on creating more authentic brand messaging to connect with their target markets. Micro-influencers have an important role to play in the process.
Posted Feb 03, 2017
As 2016 wound down, we received a number of requests, ranging from a major Washington DC-based nonprofit to a nationwide insurance company, as well as a number of small businesses asking for what we think is best described as Content Marketing Coaching. Rather, they were looking for someone to help them validate what they're doing, to stay on track, and to be there to keep them emotionally vested in the work.
Posted Jan 26, 2017
You may be wondering what to expect in 2017 and beyond. It's going to be even more challenging than today. To stay ahead of the competition, you'll have to prepare. These trends present opportunities for both B2B and B2C marketing.
Posted Jan 24, 2017
This year marks the 10-year anniversary of Google Trends, which provides up-to-the-minute data on popular search terms. Given the trillions of searches performed through Google every year, Google Trends provides unique insight into what is on people's minds. No wonder many brands have started using it for their content marketing. Used correctly, Google Trends can help you generate content ideas, strengthen your keyword research, and much more. However, it is important to note the tool has its limitations. Here's everything you need to know about Google Trends, as well as the dos and don'ts of using it in your content marketing.
Posted Jan 13, 2017
Push notifications can be a great help in your everyday marketing, but there is one important limit. Your contact will receive it only if he agrees to it. That's why your push notifications must be well-designed, strategized, and, most importantly, personalized.
Posted Jan 11, 2017
Adults in the U.S. spend an average of 5.5 hours watching digital video content every day. With so much video content viewed on a daily basis, brands need to start thinking differently about their marketing approach. Here are five key considerations for financial marketers looking to harness the power of video and stand out from the crowd.
Posted Jan 09, 2017
It's that time of year in which every expert wants to provide advice on what next year's trends will be. Sometimes, focusing on trends that have yet to occur means companies forget the progress and success they've made over the last year. This lack of hindsight can cause problems going into the upcoming year, especially if overlooked flaws clash with future goals.
Posted Dec 22, 2016
It's high time for brands to think about video content strategy, to create compelling content for their audience and efficiency for their business. Easier said than done. Over 300 hours of video is uploaded to YouTube every minute. Globally, more than half of YouTube views come from mobile devices. Brands need a video content strategy, and here are five actionable steps to creating one.
Posted Dec 21, 2016
Why should you care about narratives? The term comes up constantly in politics and increasingly in marketing. It is, however, important to note the difference between narrative and story. A narrative is to a story what an episode is to a situation-comedy. A good narrative supports lots of stories.
Posted Dec 19, 2016
There are many different stages to the content marketing funnel, with a variety of tools and services specializing in each one. But while focus and expertise are always valuable, it is the connection and synergy between the different stages that creates marketing magic.
Posted Dec 16, 2016
Next to "What's your favorite CMS?" the question I am asked most often by clients is, "Who should be generating our content?" While the context and business scenarios vary, there are certainly proven practices that dictate how your organization will grow and sustain its content.
Posted Dec 13, 2016
Linqia, a performance-based influencer marketing platform, released the results of The State of Influencer Marketing 2017, a survey designed to understand how brands and agencies are using influencer marketing today and how they plan to incorporate it into their plans for 2017. As influencer marketing continues to evolve from an emerging channel to a strategic part of the media mix, marketers are demanding more accountability.
Posted Dec 06, 2016
Just do it. I'm lovin' it. Diamonds are forever. You know these words in part because they've been very carefully chosen to appeal to audiences. But as Paul Blamire, VP of client experience at Atomic Reach, told an audience at the Gilbane Digital Content Conference, it's about more than the words themselves—it's also about structure, what device people are reading on, and the emotions they evoke when this all works together. According to Blamire, machine learning (ML) and artificial intelligence (AI) can help marketers get the words and their structure right for more people on more devices.
Posted Nov 30, 2016
It's important that brands recognize who and where their target audience is and how likely they are to adopt their product or services. Let's review why, how, and where you should start.
Posted Nov 24, 2016
Despite the fact that about 50 million-plus people listen to a podcast each month, ZenithOptimedia projects ad spend at a mere $36.1 million. What is a publisher to do with such bad math? Try different inputs. The benefits of podcasting for both B2B and business-to-consumer (B2C) publishers likely outweigh immediate revenue.
Posted Nov 22, 2016
An analysis of nearly 350 content marketing campaigns based on data-driven visualizations by Fractl revealed even traditionally dull industries can leverage visual assets, and that more interesting verticals could add some creativity to their content to boost engagement. Here are the four primary data visualizations big brands and publishers alike have leveraged for engagement in niche verticals, and some takeaways for marketers trying to get into this growing trend.
Posted Nov 18, 2016
2016 has had its share of customer experience challenges—airline system outages, tainted burrito ingredients, and exploding balancing scooters. How can corporate chiefs allow an environment in which checks and balances don't catch these mistakes? Are the values that leaders hold misaligned with what matters to employees?
Posted Nov 17, 2016