Strategy vs. Vision: Award-Winning Agency Chiefs on Tapping Your Content’s Power
Content marketing is a holistic approach, and each piece of content builds upon the value of another. But too often marketers focus solely on ROI and try to make a one-to-one correlation between a content piece and the precise revenue it generates. And this is where they lose sight of content’s greater power.
Without a vision, your content strategy won’t achieve its full potential. And your brand will suffer. On this never-ending quandary, we interviewed Jenna Briand and Miriam Bookey, Chief Creative Officer and Chief Strategy Officer at marketing agency Redbird Group, which won the 2018 Content Marketing Award for Project of the Year.
Remember what’s most important in your content marketing as they share their insights on how marketers grapple with the constant push-pull between following their brand’s “north star” and the allure of numbers. We also put them on the spot about creating a campaign for a hypothetical client. Read the full post.
Blogging a Comeback: From a Traffic Abyss to 10X+ Growth and Award Recognition
Blogging ain’t exactly glamorous, but it can deliver results. In June 2018, we thoroughly detailed how we rebooted the ClearVoice Blog from the sophomore doldrums to achieving more than a 10X increase in traffic. No hype or gimmicks. Just honest hard work and organic growth.
Learn how we shifted from grunt to glory in our blog post chosen by the Content Marketing Institute as a 2019 Content Marketing Award Finalist for ‘Best Blog Post’, as it details progress month by month on how we reinvented our b2b blog over the course of a year, with real numbers, strategies and timelines.
Our ‘Blogging a Comeback’ post helps outline the successes that led to the ClearVoice Blog also being chosen as a 2019 Content Marketing Award Finalist for ‘Best Multi-Author Blog.’ Read the full post.
What's Trending in the World of Content Marketing?
Whether you're making small talk at a conference, preparing for a new client campaign, or gabbing about the biz with your co-workers, it always feels good to be in-the-know when it comes to industry trends. Each week new technology, talking points, and approaches pop up in content marketing. We report on it.
How is AI influencing how we create content? What's Google up to? Has Facebook been in the news? What's the newest social media platform? Which type of content is enjoying an upswing in user engagement? Has Instagram released any updates that help save time?
These types of topics are explored regularly on our Content Marketing Trends to Know (With Examples): Monthly Roundup. If you're ready to get a detailed dose of content marketing news, all in one handy place, we've got you covered. Read the full post.
At Your Fingertips: The Latest Research in Content Marketing
Numbers tell a story. When it comes to proving ROI, scaling content and saving time, turn to stats and studies to inform your next campaign moves. Thankfully, there's no shortage of marketing-related research and reports that delve into content marketing.
Each month we scour the web for the latest news and present it in our Content Marketing Research and Studies: Monthly Roundup. This popular feature serves as a valuable asset for both inbound content planning and post-publication analysis. It's also a treasure trove of stats to use when swaying others in your organization to invest more in content.
Expect easy-to-digest commentary and summaries of surveys and reports. Topics often revolve around implementing various content types, consumer buying trends, social media engagement best practices, Internet technology advancements, branding tips and so much more. Read the full post.
How to Prove the ROI and Effectiveness of Content Marketing to the Boss
Content marketing doesn't yield direct results, making it a difficult marketing vertical to report on. When the boss asks for how many sales that last Facebook post generated, the complete answer isn't cut and dry. So, how do we prove the ROI on an asset that works for us over time, building consumer momentum?
Carefully. The Digital Ad Spending 2019 report from eMarketer reports businesses are learning "how to build interesting narratives about their brand, instead of just hammering people with the same message over and over again." This is music to content marketers' ears who already know this approach works. Now, brands are onboard more than ever, with an understanding of long-term content marketing benefits.
When it comes to following-up with clients and investors, rely on tangible data. Insight reports, organic traffic numbers, conversion rates, email open rates, new leads and an upswing in social chatter online are all indicators of how a piece of content has performed. Read the full post.
25 Questions to Ask When Developing a Content Strategy
Brainstorming topics, then writing a few blog posts doesn't work. If you want your content marketing tasks to be time efficient, scalable and high quality, you need a road map for success. It's called a content strategy.
This approach (and the resulting documents) will help you define the message your brand wants to convey to your specific audience. It must also be tailored to your unique business offerings, challenges and goals. And fun fact: Strategies shift as your business evolves and you tackle new campaigns. So, getting familiar with how to create this backbone to content creation is a must-do.
To get started, gather your marketing team for an open conversation. Discuss which segment(s) of your audience you hope to reach, what you want to accomplish during the current campaign and what marketing assets should be created to reach your goals. Need more guidance to get going? Read the full post.
8 Costly Shortcuts: The Worst Mistakes to Make in Content Marketing
Doing content marketing well requires strategic forethought and calculated execution if you want to publish quality content that elevates your brand. Winging it just doesn't work.
When it comes to tried and true best practices, start with solid content. It should add value to online conversations by being useful, entertaining or authoritative. Next, your content needs to speak directly to your defined audience personas, (Here's a free template from HootSuite.) not the general population. And finally, your content marketing assets need to live on a website that's being maintained. Don't let plugin updates and broken links linger!
On the flip side, there are lots of tricksters in the marketing space who seem like they want to help you boost your content marketing output, when really, some self-serving tactics may fuel their outreach. This might include shady backlink offers, weak influencer partnerships or having unskilled people create content. Read the full post.
Does Your Marketing Content Work to Reduce Stereotypes?
Topics related to diversity and inclusion make headlines. Is your team embracing the need to reduce social injustices such as racism, sexism, and misgendering? It's a hot topic popping up at conferences and boardrooms everywhere, and if your organization hasn't given it some thought, now is the time.
Your audience is made of real people, with real concerns and real opinions. The sooner your content addresses these topics with empathy and honesty, your audience will grow. "The correct use of empathy in marketing will not only build customer loyalty and trust but also have a positive impact on the company’s bottom line," says Vineet Arya, founder of Outsourced CMO.
Researchers are looking into how diversity and inclusion are being represented in the publishing world more than ever to enhance their data tracking, buyer persona bios, and overall consumer preferences. We examined seven studies to better understand how we can improve our marketing for our readers. Read the full post.