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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. When you're looking at the factors that'll be the most influential in determining search engine rankings, it's essential to remember that long-form, high-quality content with plenty of social media actions is going to be one of the biggest deciders. Facebook contests and campaigns are powerful ways for brands to engage with customers in social.
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 term “content marketing” has recently reached buzzword status, although any marketers worth their salt have been doing it since the beginning of time.
We spoke to content marketing experts Barry Feldman and Robert Rose and found out what they thought of content marketing today. Barry Feldman, of Feldman Creative, is a content marketing strategist and creative director. Robert Rose is chief strategist at the Content Marketing Institute and a senior analyst with Digital Clarity Group. Both Robert and Barry agree that increased audience engagement is an essential stepping stone to creating more leads, which is a primary avenue to increased sales. American Express’s “Unstaged” program organises live music events for streaming online as well as edited release after the show. By knowing who their audience is and having their personal email addresses from the registration phase, they can effectively market their services directly to potential customers.
Adapting content strategies to changing markets and keeping ahead of the crowd are important, but actually doing it is difficult. Robert explains that, “The biggest challenge, and one that I’m primarily focused on these days, is teaching companies how to be good with the creation of content. Barry’s opinion on outsourcing your content creation is of a slightly different take, “…you can’t say ‘you’re the digital expert, here are the keys to the kingdom,’ I think you have to be involved.” He says of the people who create your content, “It’s getting harder and harder to master the skillset that it takes to succeed in marketing. Placing a value on content creation, instead of simply expecting it from everyone, can have dramatic effects on the quality of content that is produced by your organisation. Once you’ve prioritised your content creation and then want to improve the quality of it, taking a look at other markets for inspiration and taking risks are important.
When it comes to audience targeting it’s usually best to be as specific as possible and then branch out, rather than start with a broad base and refining it. Don’t forget about other forms of online advertising: they’re still important and both interviewees agreed they are essential in supporting content marketing efforts.
Finally, if you want some examples of “smaller” companies that have great content marketing programs then here are some that are bound to lend some inspiration: HelpScout, recommended by Barry, has great content especially in the form of blog posts and ebooks. It seems that companies today are on quite a level playing field when it comes to content marketing, and not taking full advantage of it would definitely be a mistake. Director of Marketing for SweetIQ, inveterate traveler, writer, reader and general enjoyer of patios, mountains and people of all sorts.
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. Colleges and universities are constantly preparing or launching their next cycle of marketing campaigns aimed at both prospective applicants and donors. Yet across all sizes of colleges and universities, there is one theme that unites all campaigns: branding.
Across the range of B2C vertical markets there is no industry for which content is more important than content marketing in higher education.
When Advertising Age asked why branding is so important for a university, Northwestern University’s CMO Mary Baglivo replied, “Because the competition for the best and brightest students, faculty for transformational research and donor dollars is more competitive than ever .
But creating an effective content marketing in higher education campaign is easier said than done. Learn How To use Boingnet to Personalize Education Content Campaigns –  Register for a 60 Day Free Trial!
A college mails an informational brochure to a segment of prospective students based on a specific range of SAT scores. As she reads, she finds a personalized URL (pURL) containing her name and promising her more custom content if she visits the page.
Simon Merryweather has worked in a variety of marketing and market research capacities for Boingnet. Boingnet is a lightweight marketing automation platform that helps agencies and small businesses get new leads, nurture them and turn them into loyal customers.
Target audience: Nonprofits, cause organizations, foundations, NGOs, social enterprises, businesses, educators, journalists, general public. The key is to offer your audiences content that’s so good and so useful to them, they keep coming back for more – and telling their friends. 4Keep it exciting. Look for ways to give your audiences useful information in a variety of forms — written, visual, online, through social media.
Dennis Fischman helps organizations tell their stories, win friends and get support they need. I find it really helpful to create a persona, or profile, of someone who represents the audience I’m trying to reach. Learning: We provide thousands of free articles, tutorials and resources to the social good community. If so, download this free report now or view the Zmags digital version from Junta42 and MarketingProfs to get answers to these questions and many more.
Nine in 10 organizations market with content, with marketers using eight content tactics on average. B2B marketers allocate approximately 26% of their total marketing budgets to content marketing initiatives. While content marketing is mainstream, marketers are unsure of how effective various tactics are.
While marketers certainly need education around content marketing, this isn’t the only thing needed for content marketing success.
If you are in B2B marketing, there are many other things you will find out by downloading this report, such as how content marketers measure success, what distinguishes self-described best-in-class marketers and much more.
Join Over 150,000 of your Peers!Get daily articles and news delivered to your email inbox and get CMI’s exclusive e-book Launch Your Own Content Marketing Program FREE! Thanks Gang…yes, I like the fact that B2B marketers are investing in content marketing. I was also wondering if creating content regularly is part of the content marketing challenge marketers face. I’m glad I ran into your activities, though too late to join your conference next week. Something else that's worth bearing in mind is that longer content is usually going to bring in more attention on social media, so it wouldn't even matter if social signals weren't resulting in higher rankings, there's still plenty of benefits from adding depth to your content.It's sure to say that SEO's going to remain as a primary aspect of the marketing mix, but it's on track to be more and more about technical features such as meta tags, indexing issues and keyword research.


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. Today, however, it has become essential in order to grab, and keep, the attention of an audience, because it has become second nature for them to tune out the barrage of advertising that they’re subjected to on a daily basis. In today’s crowded market for consumer attention Barry says advertisers are drowned out by noise and repetition, “therefore, audience engagement is harder and harder to get. Directed by respected film-makers including Spike Lee, Werner Hertzog and Steve Buscemi, the program is a great example of a digital event.
Constant learning is necessary in order to stay on top of your game, and outsourcing may play a role too. Robert says a common assumption is that great content creation is a mystical art that no organisation can develop in-house.
You have to push the envelope and to do that you have to take some risks and be unafraid to fail. Barry says using PPC is essential if you want to accelerate your content marketing program. 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. Each school will go about its campaigns in slightly different ways, as each hopes to highlight some standout or differentiating facet of its programs.
It is an incredibly competitive market for attracting targeted students and donors, a carefully tailored brand name goes a long way. When segmenting prospective applicants and donors, universities have to deal with huge amounts of data ranging from SAT scores to donor histories. By addressing each potential donor or applicant individually without pressing a sales pitch on him or her, a university establishes a relationship of trust and friendliness in, ostensibly, the interest of the potential customer’s education.
On the cover, each student’s name is printed as part of a friendly greeting, followed by some tagline specific to her home state or region.
Upon visiting the page, the student finds a prefilled form for her, asking for one more piece of information (for example intended area of study) before she can access the next round of custom content.If she does fill out the form, an automatic thank you email will be sent to her, further building the personal and friendly atmosphere within which she is viewing content. A passionate student and content creator with particular interests in data driven and content marketing principals, he can also be found on ski slopes of New England or fly fishing in the waters of the South Shore of Massachusetts. You’re trying to get people to volunteer their time and donate their money – but you can’t even get them to pay attention.
What if, instead of your bidding for your supporters’ attention, they came looking for you?
You’re already doing marketing any time you communicate with a specific group of people to move them toward taking an action you desire. It’s so easy to delete your email, ignore your press release, toss that annual report or printed appeal letter into the recycling bin. The most popular tactics are social media (excluding blogs) (79%), articles (78%), in-person events (62%) and eNewsletters (61%). 51% of B2B marketers plan to increase their spend in content marketing over the next 12 months. For many tactics, there is a large “confidence gap” in which marketers use tactics but are unsure of how effective they are.
Founder of the Content Marketing Institute , Joe evangelizes content marketing around the world through keynotes, articles, tweets and his books, including best-selling Epic Content Marketing (McGraw-Hill) and the new book, Content Inc.
Very interesting finding that marketers have the most confidence in good, tried and true in-person events. You’re spot on with content marketing, always a pleasure to read your stuff, great value! But what surprised me is that companies continue to rate blogging activities way down the list – after event marketing, newsletters and case studies. 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.
If you’ve got a series of steps that lead to a marketing success story, audience engagement is the beginning of it. Of course your blog’s content is the main draw, and if it isn’t interesting then the blog is worthless.
He explains that “In most organizations, creating content is just something that’s kind of ‘expected’ of everyone.
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. And of course, as in any industry, colleges and universities span a vast spectrum of size, budget, and technological capabilities. Schools want their names to be immediately associated with concepts that will drive both enrollment and donations from their target demographics. In short, content marketing is a company’s distribution of informative and helpful material that a given consumer will find interesting. First pioneered by the B2B market, it has now rapidly made its way to the B2C side, where it is still spreading as different industries find new uses for it. Every institution is trying to appeal to slightly different segments of both donors and students, so subtleties in branding offer a great way for institutions to distinguish themselves from their peers.
Higher education institutions must organize this data and then use it to effectively reach out to a vast and largely uninformed population: they can’t just send everyone a hand written invitation to apply or donate.
In fact, a report by DemandMetric showed that 82% of customers feel more positively about a company after receiving content customized to them. The extent of personalization all depends on the strengths of the lists an institution is using.
Inside the brochure (which she decides to open after seeing her name and home state on the cover) is informative and interesting information about the school. And whether or not she fills out the form, her visit to the page will be recorded, giving the college’s marketing team a lead for follow-up drip campaigns.
We can coordinate content marketing campaigns across direct mail, email, social media, and mobile, and then give it an extra personal touch with pURLs, custom landing pages and microsites, and easy to use variable logic.
The Content Marketing Institute lists 26 ways to produce content, from research reports to online games. Most people will do just that – if they see your outreach as just another claim upon their time. For instance, of the 79% of B2B marketers who use social media, only 31% of users think they use this tactic effectively. This is a shocking and exciting statistic to me, 51% of B2B marketers plan to increase their spend in content marketing over the next 12 months. Do you see that trend changing any time soon, where blogging will become one of the top 3 content marketing strategy? Content marketers are going to evolve their email marketing.Email marketing's typically seen as a good way of distributing already existing content and to promote content and products to all the subscribers listed.
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.


Barry mentions a myriad of possibilities and ends with “the ultimate in engagement and lead nurturing,” an email list to market directly to leads. Here are some of the biggest brands in the world that have decided that content marketing is worth their time. The colleges and universities with the largest endowments have the ability to spend the most on marketing, and use complicated and expensive products overflowing with channels and analytical features. High academic standards, sports success, outstanding programs, and proof that degrees from their universities lead to brighter futures are popular selling points, but each institution will tailor its message slightly differently in order to better appeal to its chosen demographic segment. There is no sales pitch in a content marketing campaign; rather, it is designed to inform the consumer about a topic related to the company’s product in a friendly and helpful way.
Consumers have been very receptive to it, with 70% of consumers claiming to feel closer to a company after viewing content, according to a DemandMetric survey.
All of a sudden you have a much larger world to communicate to and [it’s necessary] to make your brand clear in a much broader universe.” Whatever the institution’s goal, whether it be attracting chemistry geniuses or funding a new football stadium, content marketing is just the tool to accomplish it. It also proves itself valuable for expanding a university’s brand visibility, as 70% of consumers prefer to learn about a company through personalized content rather than a generic advertisement, according to the Custom Content Council.
These subsequent campaigns may be as specific as the marketer would like, potentially working off of the new information that the student filled out on her pURL. With the data we collect from content opens, click-throughs, and landing page forms, we lay the foundations of drip campaigns to continue the conversation with the desired segments of the initial campaign. But that's all going to change - the old model is steadily decreasing in its effectiveness and marketers are going to need to look at new ways to make use of email content marketing.A Hubspot survey was recently carried out that found that people are actually less likely than they've ever been before to buy something from an email that they've received. He also mentions “events” as an important component, but says that it’s often left off the list because it isn’t necessarily a digital channel. On the other end, the marketing departments of the small to mid-sized institutions do not have the same human and financial resources at their disposal, often limiting their efforts to just one or two channels. This form of marketing requires no distinct sales pitch; it’s all about building the institution’s brand visibility and credibility. It is intended to build a sense of trust and amicability between consumer and supplier outside of the realm of sales. In fact, the same survey reported that 86% of B2C marketers are using some form of content marketing, and that number is growing. Just like Northwestern, every school has a target segment of donors and applicants, and proper branding helps to ensure the institution’s marketing success.
Sending overly sales-based, explicitly enrollment-oriented, or purely funds-oriented campaigns portrays a university as lifeless numbers-focused business, not the brand that they have worked hard to cultivate. Thus, adding the personal component vastly increases readership of content and proves to be the most effective and inexpensive means of brand management and dissemination. In this way, the college is able to share and develop its chosen branding strategy in a friendly, informational way. Whether the university is reaching out to alumni networks or working to attract applicants, Boingnet’s software has it covered with our easy to use, straightforward user interface and surprisingly low prices.
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? Add that to the fact that spam's becoming more of a nuisance to people and they're more easily picking up on what's what. A good content-based campaign will both reinforce the brand’s desired image and increase its broader visibility. Content regarding the institution’s programs, campus news, or school statistics is the answer, but how can a university convince an uninformed prospect to open and read through content?
We want to help spread and develop a university’s brand to increase enrollment and donations, while at the same time solidifying that chosen brand’s position within the minds of its targeted students and donors.
If you’ve religiously published one new whitepaper, eBook or webinar a month for the past year, are you a content marketer?
The solution to the issue is to create compelling, relevant email content that's enjoyable and engaging for your subscribers.2.
Content marketing allows an institution to spread relevant information about itself without actually forcing a sales pitch on a prospective applicant or donor. It could easily be replicated with different content if, for example, the college wanted to target prospective donors rather than prospective applicants. Because you use Google Analytics, Hubspot or one of the other marketing software platforms, does that make you a content marketer?
Social media marketing is going to link with content marketing.One of the biggest methods for businesses to distribute their content is via social media sharing, seeing as it's so effective in amplifying content.
The prospective applicant or donor will internalize the information and thus allow it to alter his or her perception of the brand, which quickly and inexpensively accomplishes the institution’s short-term branding and marketing goals. It's certainly true to say that the majority of marketers already knew about this, but in 2015 we're going to be noticing businesses paying much more attention to social media. It's pretty much essential for any distribution model.Social media distribution and the increasing amount of focus that's being put on it is going to result not only in a boost to organic usage, it's also going to boost paid social media advertising. Social ads will be used by smart marketers to massively extend their content's reach, generating leads by gating content that's being advertised. 3. It’s a set of actions, executed in a specific sequence, designed to create a singular, repeatable result. Advertisements won't be clear as before - marketers will have to opt for ads that integrate with content.You might have already noticed the increase in native advertising in big name publishers such as Forbes, BuzzFeed to local publishers like Dhaka Insider. Banner ads are becoming more and more unpopular, which is largely down to consumers clicking on to the fact that they're seeing an actual advertisement. 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. Branded content, sponsored content, advertorials and other native ads will dominate as the most effective and popular advertisement strategy.Similarly to how it works in the movies, advertisements are going to have to be cleverly placed within excellent content rather than coming across as remotely spammy. 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. Advertisers and publishers are going to work together to make sure that paid content's working transparently and seamlessly with existing content. 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. Native advertising brings a whole new meaning to advertisements for both advertisers and publishers.”4. 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. Guest blogging's going to rebuild its reputation as a good content marketing strategy.People began to steer well clear of guest blogging after Matt Cutts called it "done" earlier in the year.
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.
It's all down to the actual quality of what you're providing people with. While we've seen guest blogging taking a lot of abuse throughout the year, in 2015 we're going to see it rise once again as a highly-effective strategy.Close XWant Social Media Today updates in your inbox?
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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