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The final reason B2B content marketing fails is not centralizing the control of your content for your website and blog.
1.Your entire company realizes that content creation is a key part of your business strategy, and that every department must contribute. 5.You should have someone who can coach each article writer on how to develop content, and where they can get further information about their topics. 6.The person (group) that controls the content should also work with each content creator to develop different formats for content, as described in previous reasons. Finally, if you do not have someone in-house to do this, and usually it is handled by your marketing department, then you need to outsource this function. 15 Reasons B2B content marketing fails – #4 Not involving everyone who could contribute.
Il content marketing e una forma di marketing non convenzionale che utilizza i contenuti realizzati (articoli, video, presentazioni, pdf, infografiche, ecc.) per promuovere la propria attivita.
La creazione di contenuti interessanti e comunicativamente efficaci ha l’obiettivo di raggiungere il maggior numero di persone e aumentare la propria notorieta o brand awareness.
Contenuti di grande qualita che incorporano un alto valore aggiunto possono diventare virali veicolando l’autorevolezza dell’autore a un target di persone interessate.
Senonche, la semplicita del copia-incolla su internet rischia in ogni momento di diluire l’originalita dei contenuti prodotti tra i molteplici duplicati che ne vengono fatti. Considerando il modo in cui funzionano i motori di ricerca, sempre alla ricerca dei migliori contenuti da offrire ai propri utenti, siamo costantemente sottoposti all’eventualita di incorrere in penalizzazioni seo qualora i motori di ricerca non riconoscessero l’originale tra le molte copie on line e questa situazione si moltiplicasse per molti casi.
Il post duplica i contenuti interamente o parzialmente senza rimandare alla controparte originale. Diversamente, quando i duplicati sono ospitati da pagine web e alto il rischio che la propria strategia di content marketing finisca col danneggiare il posizionamento seo. Il content marketing basato sui testi consiste nella scrittura di articoli in formato prevalentemente testuale.
Riciclo di contenuti: creazione di articoli attraverso la rielaborazione di contenuti provenienti da fonti diverse messe in rapporto dialettico fra loro, o la riconversione di contenuti propri e altrui in un formato diverso da quello di partenza (per es. Syndication content: vale a dire la cessione di contenuti propri a soggetti terzi per la pubblicazione su altre piattaforme o siti. Tutte queste tecniche rispondono all’obiettivo di raggiungere un pubblico, accrescere la propria notorieta e produrre contatti. Alla base di questa forma di web marketing c’e l’idea che la proiezione esterna della propria autorevolezza attraverso la produzione di contenuti di qualita generi un ritorno di immagine capace di aumentare la forza commerciale del marchio, sia esso una ragione sociale o il proprio nome.
Come anticipato piu sopra, quando si pubblicano contenuti sul web bisogna evitare che vengano riconosciuti dai motori di ricerca come dei duplicati copia di originali. Quando si realizzano articoli originali e si promuovono attraverso il blog marketing esclusivo o si utilizza la tecnica del riciclo senza copiare e producendo testi nuovi, il rischio non sussiste: gli autori vengono premiati dai motori di ricerca che, semmai, penalizzano coloro che duplicano articoli senza riconoscerne la paternita (quando li scovano). Nel caso del guest blogging il problema dei contenuti duplicati non interviene se l’articolo prodotto viene “ospitato” in maniera esclusiva su un unico blog. Se l’articolo oltre a essere distribuito su canali terzi e pubblicato sul proprio blog allora siamo di fronte a un caso di syndication content rispetto al qualche bisogna prendere alcune precauzioni SEO.
Con il termine syndication si intende in inglese la concessione accordata a terzi di pubblicare i propri contenuti. Diffondere i propri contenuti mediante una strategia di syndication content, invece, allarga l’audience e moltiplica i canali attraverso cui viaggiano i propri messaggi.
Il vantaggio e reciproco, optare per una strategia di content marketing che faccia leva sulla syndication e una scelta di opportunita piu che altro. L’autore tendenzialmente dovrebbe aspirare a pubblicare i contenuti su siti e portali con notorieta e autorevolezza superiori alla propria in modo da ereditarla di riflesso, ovviamente selezionando delle audience affini o contigue al proprio pubblico abituale. Dal punto di vista dell’autore tale forma di content marketing, al di la della logica comunicativa e promozionale che sottende, ha ricadute dirette sulla strategia SEO che puo uscirne potenziata o penalizzata a seconda che si prendano le opportune precauzioni o meno. Quando i motori di ricerca rilevano online contenuti identici (o quasi) applicano degli algoritmi volti a individuare l’originale in modo da premiarlo in termini di posizionamento web, possibilmente escludendo le copie sugli altri siti dall’indicizzazione. Ricordiamo sempre che lo scopo di Google e quello di offrire agli utenti contenuti unici, pertinenti e originali. Nel tempo la tecnica per realizzare questa operazione comparativa e stata affinata al punto che oggi e difficile che un motore di ricerca non riconosca la precedenza ai contenuti originali rispetto ai suoi duplicati successivi. Ciononostante il rischio e sempre presente, soprattutto quando i siti a cui si affidano i frutti della propria creativita hanno un’autorevolezza e una popolarita maggiori del proprio blog.
Eric Enge di Moz in un articolo dell’8 agosto 2014 conferma la bonta di queste tecniche anti-duplicati per la syndication dei contenuti. La scelta tra le varie alternative spetta all’autore in funzione della sua strategia di marketing non convenzionale. Having content on a site may seem to be not too much of a big deal, but you would agree to the fact that if there is no quality content on a site it can cut its story short.
If you can understand the role content plays in the global marketing sphere, you will understand why it is not only marketers who can’t afford to ignore it. In fact, content marketing can be described as a bigger approach that paves path for a business. From smartphones to tablets and desktops, users have access to different types of content almost everywhere like website content, blog content, promotional ads and so on. For this to succeed, your content should be interesting and helpful that can win the trust of your target audience so that they read it further and visit the site again. However, it is important that you don’t waste people’s time by offering them bad or poor content.
You need to understand that the audience does not like to stay, if the content does not resonate with their interests or does not stir their curiosity to read any further. According to Nielsen Norman Group, users tend to leave a page within ten to twenty seconds if they do not find anything relevant on a webpage. In addition to offering a great user experience, great content has several SEO benefits although great copywriting should always be the primary focus. It is the art curator who first creates the perception about an artwork among the audience even before the artist does.
There are many brands that understood the mileage of content marketing and used it to gain great benefits out of it in a timely manner. For many successful brands – Intel, Virgin Mobile and American Express, to name a few – content has been a great help in connecting them easily with their consumers. Every brand aspires to bring sales on their way and become a major profit-earning business. By now, the global marketing industry is already spending over 20 percent of its marketing budgets on content marketing, and it is yet to grow in the coming years. Content marketing means creating impressive content and sharing it with the audience to help them know you. About Alan SmithAlan Smith is an avid tech blogger with vast experience in various IT domains, currently associated with SPINX Digital Agency, a Los Angeles, California based website design, web development and internet marketing company.
Usability Geek is a Usability & User Experience (UX) blog that provides practical and useful information. Our readership comes from various fields including those of Usability, User Experience, Human Computer Interaction (HCI) and Information Architecture (IA).
The HBR post notes “Nine out of ten organizations are now marketing with content – that is, going beyond the traditional sales pitches and instead enhancing brands by publishing (or passing along) relevant information, ideas, and entertainment that customers will value.
That’s quite a shift in what is, by the standards of media and marketing, a very, very short time.
And in the end, isn’t having a dialog with your customers what business, and brands, are supposed to be about? We’re still early in the shift to conversational marketing, and not all brands are excellent at it. Sure, there are as many examples of flat footed or poorly thought-out executions as there are screaming successes, but again, we’re just getting started. I love that there is this whole other spectrum of advertising because it gives companies much more scope to do something amazing no matter what size their budget. I think that content marketing is the best way to promote something right now and specially if you know how to tell a story, it could end up viral as well.
Right now it’s really good if you can afford to pay some extra $$$ to get some mentions over the place and get a good story.


John Battelle, 45, is an entrepreneur, journalist, professor, and author who has founded or co-founded scores of online, conference, magazine, and other media businesses. Author: Kevin JorgensenStarted my career as an engineer because I enjoy mastering the way things work but quickly learned that people are much more challenging and interesting than machines. Content marketing is the perfect tool to use when it comes to driving traffic to an online store or a company’s general information website, so it should come as no surprise when people find out that some of the largest companies in the world are using content marketing to their own advantage.
It should come as no surprise that technology is going to be the industry that benefits from corporate blogs more than anything else, and IBM has a unique blog that allows their employees to be vocal about their own views. Although most companies have decided that they are only going to use their blog for product updates and specific announcements, you will actually get to take a peak behind the scenes when you take a look at Garmin’s blog. With the best corporate blog for an airline company, Southwest Airlines is able to connect with a group of consumers that other airline companies will never get to see.
Starbucks is a company that you should not be surprised to see on this list because they are always willing to use the power of the Internet to their advantage.
This is another company that likes to take advantage of their consumer base on the web, and the purpose of this blog is to help their customers understand more about the latest advancements in diet and health. Marriot has a classic corporate blog that is basically used as a speaking platform for the company as a whole. As you can see, there are plenty of huge companies that are willing to post their thoughts for the world to see on the Internet. In my own research, I haven’t seen much clarity in terms of direct response to this question.
Whether due to limited resources or limited geographic range, using blogs, videos, infographics, and other content to attract the interest of customers might seem like a less-than-effective option for small or local businesses (or one with less value for small businesses than for national brands). Local marketers should showcase their connection to the local community, including interviews or case studies that connect their business to the neighborhood.
Creating a steady and engaging amount of content can be time- and resource-consuming, so a local business should seek out ways to repurpose and spread the word as much as possible. Long sales cycles where it may take months or years from initial contact to purchase completion. Situations where customers can’t switch suppliers quickly or easily and therefore need to get it right first time. Bespoke products or services where customers can’t simply check prices online and buy elsewhere. Instances of clear product or service segmentation, meaning companies can create very specific content for each niche.
With most of the local news outlets becoming more comfortable opening up their [online] pages to paid placement, the opportunities are huge.
In this monthly series, enterprise competitors duke it out for dominance in location presence. Twenty-four months of free access to Street Fight Insights research and tickets to events in New York and San Francisco. This can only happen if the CEO buys into this fact, and is the driver behind content marketing.
However, sometimes you may want to write about what happens internally, or if one of your employees has an important event, like a baby birth, wedding, etc. A good way to develop content is to have the person who is controlling the content interview the other people.
A good content company, or agency, can help you not only get started on developing your content, but will help you avoid all 15 reasons content marketing fails.
So get someone, inside or outside of your company, who knows what they are doing, to at least help you get started, and keep you going on the right track. Di piu, pianifica la creazione di contenuti informativi o d’intrattenimento con il preciso intento di utilizzarli nelle campagne di marketing online.
In questo caso il motore di ricerca utilizza altri fattori per determinare qual e il contenuto originale tra cui la data di pubblicazione: l’originale anticipa sempre la copia. Allo stato attuale questo formato e il piu efficace quando si tratta di guadagnare un buon posizionamento seo su google, cosi come il formato video e quello piu performante per il marketing virale.
Se l’articolo viene pubblicato su piu di una piattaforma moltiplicando le copie sul web la questione dei duplicati si ripropone, ma non interessa l’autore dato che i canali non gli appartengono. La scelta di affidarsi a questa strategia di content marketing riposa sulla certezza che pubblicare un articolo esclusivamente sul proprio sito significa circoscrivere l’impatto al pubblico di seguaci, fatto salvo il potenziale virale che puo scatenarsi attraverso il social media marketing. Il primo come detto amplifica la portata della sua comunicazione, il secondo puo alimentare il proprio canale con contenuti freschi e autorevoli, senza alcuno sforzo produttivo. Il riutilizzatore che ospita contenuti altrui dovrebbe puntare sul valore aggiunto che apportano al canale con una attenta politica di selezione e affidandosi ad autori che offrono garanzie di qualita. In questi casi i motori di ricerca potrebbero scegliere come originale in contenuto ospitato nel portale piu autorevole (per numero di utenti, interazioni, posizionamento, ecc.). La pagina che ospita il duplicato inserisce un link che rimanda all’originale citandone l’autore. Le url canoniche trasferiscono interamente il valore seo delle pagine duplicate alle pagine originali.
In fact, we have already highlighted how usability and online marketing overlap in some areas. With the help of quality content, the audience gets to understand a brand, know about its products and services, and get interested into it. This is one good way to keep the audience well connected to your site and not disappoint them when they visit on it next time. Good quality content helps in the making of a brand by establishing it and allowing the audience to look through the brand, its products and services. Everyone values time and no one would give a damn to content that is not returning them anything in the exchange of their time ‘wasted’ into reading it. Likewise, the first impression about a brand is passed on to the audience through its content on the site. By the time these established brands have presented their innovative concepts, they knew that they had kicked off their sales and probably leading the market. If you are a digital marketer, you understand the importance of using content marketing for the benefit of your brand.
Back in 2007 (!) I wrote a post that pointed to early examples of content marketing in a social and digital context, and offered a framework for why this nascent movement made sense.
But even the most traditional brands are now deeply engaged in figuring out how to be part of conversations that matter to them. Brands are finding their voice, and we, their audiences, will determine the value they add by our response to what they have to say. I have seen some fantastic videos which have clearly not cost a small fortune, but still promoted a brand.
While some companies decide that they will have a blog to post updates about their products, others decide that the best way to drive traffic to their website is through the use of content in the form of videos or infographics.
IBM is also sure to let people know that the views of their employees are their own and do not represent the views of the company as a whole. They also like to show off how some of their customers have been able to tweak their products and use them in a customized fashion. This corporate blog has to do with the people who work at the company more than anything else, so this may not be the best spot to go if you are simply interested in staying up to date with the latest moves of the company.
You will find a wide range of topics discussed on this blog, and anything from specific company ideas to news on the coffee market as a whole can be found here. This is the perfect kind of blog to create because it involves the process of helping the consumer make more informed decisions in the future.
This is now the voice of the business, and the blogs are posted by the actual President of the company. In addition to driving extra traffic to their products or services, these companies are also able to improve the friendship between themselves and their customers. According to the Content Marketing Institute, 77 percent of B2C marketers are using content marketing, while 69 percent are creating more content now than they did a year ago.
But there are plenty of scenarios in which local businesses can benefit from content marketing, especially if they approach it in a smart and effective way. That frees the business owner to do what he or she does best, leaving the content part of the work to the specialist marketer.


However it differs in that you need to utilize a central control to ensure your content is controlled.
This makes it easier to read, especially for “dry” articles that may originate in R&D, finance, operations, etc.
Thus, content marketing helps in exposing a business for its audience to know it, and generates effective brand promotion for it. Therefore, always focus on delivering interesting content to your audience and convince them about your brand.
Therefore, publish valuable content that gives your audience quick updates about your brand when they visit your site. With the help of great content, you can connect with the online audience and promote your products and services for sales. Coca Cola is a great example to follow, especially in the way it continuously tells exciting stories to its audience, keeping them enticed.
This way of marketing comes as an easy way of attracting the sales leads by the way of creating innovative stories of your brand. You will not be able to achieve the same rate of success with your online business if you do not use content marketing on a daily basis, so it’s important to learn how you can implement this form of marketing in your own business plans. Getting some extra insight into the mind of the head of the company always adds an extra bit of interest to a corporate blog. Corporate blogs are the perfect tool to use when you want your company to become the friend of a customer instead of a simple store. That means joining Facebook and LinkedIn groups that target the local community, such as the local sports team or chamber of commerce. In these cases, a primer on the product or what they should look for when selecting one, will prove valuable to prospective customers. Using this approach, we have helped Cafe con Leche successfully expand to a second location, increasing employment and revenue. Content is becoming the most robust yet candid part of the global marketing industry and giving both fun and information to the customers. Many professionals have confirmed that both marketers and the audience have severely suffered due to lack of good content.
Regularly posted, new and impressive content has the ability to tone up with the regular customers and retain them for a long-term. Users visiting your site want valuable information that can generate their trust in your brand and help them buy. Content marketing has birthed native advertising, which has given new life to independent publications like Quartz and Vox.
Here are some of the biggest brands in the world that have decided that content marketing is worth their time.
These efforts have been underwritten by grants from the Knight and Kresge foundations, but the money expended has not been large by any means.
So, show them who your people are, what makes them good at their job, and what makes them tick.
And it’s become the lifeblood of massive platforms like Twitter, Facebook, Tumblr, and LinkedIn. We think the results we have seen prove that low-cost content can work for very small businesses and also that content’s impact is not at all limited to high-ticket or long-consideration purchases. Brands might hear criticisms that are valid, and have the chance, through conversations with customers, to address those critiques.
If you’re an online newspaper publishing reams of content every day, are you a content marketer? If you’re blogging on your website three times a week, are you doing content marketing?
Customers have the chance to give their input on new versions of products, ask questions, learn more – in other words, have a dialog. If you’ve religiously published one new whitepaper, eBook or webinar a month for the past year, are you a content marketer? Because you use Google Analytics, Hubspot or one of the other marketing software platforms, does that make you a content marketer?
It’s a set of actions, executed in a specific sequence, designed to create a singular, repeatable result.
So simply banging out blogs a few times a week on whatever topic happens to catch your fancy – even if those topics happen to be relevant to your business, school or non-profit, isn’t content marketing.
When a company like HubSpot publishes a statistic that demonstrates a positive correlation between blogging frequency and the number of leads generated on a website, there’s an important piece of information missing. The blogging that generates more leads has to be created and published in a specific way to achieve that positive correlation. Simply producing more content, which might be the conclusion you draw from published statistics, does not make you a content marketer and does not help you generate more qualified leads.Roles MatterAnother important part of the definition of content marketing is the different roles that content plays.
Some content is designed to attract visitors, some to engage prospects and some to qualify leads.
The more focused a piece of content is on one of these jobs, the more useful the information that you gather about how people interact with it will be. One-size-fits-all content is a no, no.If you’re constantly creating content that only performs one of these functions, you’re not doing content marketing. For example, if you only write content about general topics in your industry or cause and never create content about your specific branded solution you may be attracting visitors but you’re probably not doing much to generate leads… and you’re not doing content marketing.
A classic case of this kind of content myopia is the content creator whose content only speaks to their branded solution. Their content always talks about how great their solution is, how it beats the competition hands down etc.
This type of content reads like an advertisement… the problem is that no one reads advertisements… and this type of content, as a result, is largely ineffective.Another common way that marketers falsely convince themselves that they are doing content marketing is by simply creating different types of content because someone told them they should or that video was better than blogging etc. Just because you have blogs, a few webinars, an eBook and a video on your website does not mean you’re doing content marketing.
If you’re doing content marketing right, you’re creating the appropriate types of content to attract visitors, engage prospects and qualify leads and offering it to the people learning about your company, school or non-profit at the appropriate time. When practicing content marketing, the appropriate time is defined both by the process and by the person consuming your content.
In content marketing we use the concept of a funnel to visualize how people move from a more casual, less engaged relationship with our value proposition to a fully qualified, engaged relationship, ready for sales follow-up.
While the concept of a sales funnel has been around for generations in content marketing there are some new twists that help the marketer identify the level of engagement and know what types of content to offer.
Simple.Let Your Funnel Be Your GuideIn the top half of the funnel, visitors are consuming content on general topics related to the industry you’re in. Prospects in the top half of the funnel are learning about alternative answers to the questions they have.
For example if you are marketing running shoes for Acme company, in the top of your content marketing funnel, you’re attracting visitors with content that speaks to the general topics that people in the running community are concerned about. The people in the top half of your funnel are simply gathering information and if you’re providing it, you are becoming their go-to source. How you make the offer might be in a webinar, video, white paper… some sort of premium content that requires a person to identify themselves… on a form.
The reader has told us they are specifically interested in my brand of pronation solution for runners.
Now it’s time to qualify that interest with content designed to address potential objections to my solution… objections like, you’re too expensive or you take too long to deliver or your packaging doesn’t offer this particular combination of features.
How a prospect consumes this qualifying bottom half of the funnel content ultimately tells your sales person what she or he should focus on in a sales call, which is typically the offer at the very bottom of your funnel where you have a fully engaged, qualified lead.
And that’s what content marketing is all about, right?So you’re probably starting to get the picture that there are many, many ways to do content marketing wrong (and be convinced that you’re doing content marketing) and only one way to do content marketing right. Whether you’re an inbound marketing agency, a frustrated marketer who needs structure around the content creation effort or someone aspiring to do content marketing, The Content Marketer’s Blueprint will help you achieve your goals and Innovative Marketing Resources can create one just for you.



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