The content marketing institute content mix pyramid,free download real media player for windows 7,video player online website 2014,free xml video player download - For Begninners

We revealed the South African Branded Content Marketing Association Chapter at the AMASA Awards by sponsoring a give-away draw for a Go Pro camera as well as the Best Branded Content Campaign Award, won by Native VML for Nedbank’s Ke Yona Team Search. But the real story of The BCMA in South Africa started a few years back with advertising agency One Lady and a Tribe and our work with Pfizer on the Centrum Guardians Project. Marketers want to connect globally, share ideas, set industry standardsand develop best practice.To help us do this The BCMAhas created a proprietary measurement tool with Ipsos, determining what makes branded content effective and how it delivers on ROI.
The SA Branch of the Global Content Marketing Association promoting best practice, sharing knowledge, growing the branded content industry.
Even though CMI’s mission is to advance the practice of content marketing, we find that a lot of people still need help with the basics. In 2014, we published a series of posts to help marketers get back to the basics of content marketing or to improve what they are doing.
Before you do anything – including thinking about what content you want to produce – figure out why you are doing this.
TIP: Remember to constantly ask, “How will this project support our business goals?” If you find that the content you planned will not support those goals, chances are that it should not be a priority.
TIP: Your audience should never be “everyone” even if you can find a use case for everyone.
If you spend any time with CMI, you likely know that the one thing that separates an effective content marketer from a less effective peer is the presence of a documented content marketing strategy. While many people want to start talking about the type of content they want to create, it’s a better to follow steps one through three to get your plan in place. Delve into Google Analytics to better understand which posts and pages are resonating most strongly with your audience.
Consider other data you have that provides insight into what topics interest your audience.
TIP: While you always want to publish what we at CMI call epic content, don’t be so paralyzed by perfection that you don’t publish anything at all. While you need many people for a successful content marketing team (Joe Pulizzi discusses the 10 key roles), if you can only hire one person, you need a managing editor. KPIs are the high-level metrics you and your management team have selected as the most critical to evaluate your content marketing program’s performance – such as the number of email subscribers earned, completed registration forms, sales increases, etc. Can I take action on these metrics (i.e., will they provide me insight into how I can improve my program)? While understanding and presenting high-level KPIs is important for the entire team and management, it only offers so much insight. Read the entire Back to Basics series for more information on each of these steps as well as an example of how CMI has tackled each of these areas. Follow our simple, step-by-step plan to integrate unique, impactful, and strategic content marketing into your organization.
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You might want to think about other topics that would appeal to students looking for scholarship opportunities (ie. Your domain name is hard to spell (not memorable), that makes it harder for people to remember and type correctly. Thank you so much Michele, this post was one of the best I’ve seen on hands on content marketing.
In the last 12 months—particularly in the United Kingdom—there’s been a greater focus on analytics. Now that we are “always on” and “always connected,” we’re moving from the idea of a pond (do it once and pray that Google picks it up and indexes it) to a stream (always on, always moving). AJ Bombers (a restaurant chain based in Wisconsin) is a great example of a small company that uses content marketing with incredible sophistication. We are perplexed that the form factors for publishing haven’t changed, even though we’ve become such a mobile world.
I recently interviewed 57 content marketing experts and practitioners from major US brands, most from the Fortune 500, and asked what they plan to do in the future related to content. The biggest hurdle marketers face is this: You need to recognize no one cares about you, your company or your product.
So much content today is tailored to the US market, even though a lot of revenue growth is coming from other regions, such as Asia, Africa and the Middle East.
Obviously there is an ever-increasing focus on measurement and monitoring, to ensure that we are tying results back to our business objectives (and more specifically, revenue).
In the future, I see the intersection of two big ideas: The massive demand for content, that by its scale just can’t be created and managed in-house.
The big change ahead will be the new technologies that allow marketers to achieve seamless integration of existing content systems and labor. Though the topic is often (and shamefully) broached by writers who actually understand marketing strategy, it seems little more than a gimmick to get readers to click on a blog post. Having an unpopular opinion is a powerful way to polarize the audience and win favor with those in your camp.
The implication seems to be that, to be smart about your digital marketing spend, you need to choose to hire one type of specialist over the other. I can only make sense of this if the SEO effort in contention here is of the black hat variety. True online marketing professionals will recognize that both content marketing and SEO are star players in an enterprise-focused marketing strategy.
As I see it, saying SEO and content are two separate marketing tactics is akin to saying headlines and copy are foes. And if you want to maximize its marketing power and potential benefit to your business, you damn well better optimize it. Looking to learn even more about the emerging roles that content marketing plays in the digital landscape?
I understand your comment, but if you read through the comments on the post that you reference, I think there is a commonality here. Hi Michelle, I did read through the comments, and especially the follow-up by Carl surprised me. As the finer details of most of these comments make obvious, these are terms for various methodologies that need to be applied in right proportion to their maximum benefit, to meet the needs of any specific project. As long as people need to type in words in search fields, SEO and keyword optimization will be important. The thing is that all those are, or at least should be, the components of an overall business project which is working to achieve a certain level of profit at the end of the campaign. Now within the project there will be competition for resources because people often gravitate towards spending money to find a solution rather than using their brain. The thing that matters is the implementation, measurement and refinement cycle that optimization brings to improving content marketing performance. If you want to get beyond the hype, Arnie Kuenn and I wrote entire books specifically about the integration of SEO and Content. Explaining the long term benefits of content marketing and the holistic approach mentioned by Brian Clark sometimes gives me a hard time. Now, they have to provide us with a minimum of content about what they do wich gives them worke to do. For our blog too we first write the content first for the readers and then optimize it for the search engines.
By writing helpful, usable content and adding a dash of SEO you can have the best of both world. Nice piece, I think there are crossovers from both areas, as well as the third – social media. I think it depends on the background of where you have come from with regards to which side you stand on, but there’s no argument in my mind. I fully agree with your view that today’s SEO marketing is to an extent largely content marketing, where the website managers and promoters should closely keep in a track of keywords, and ensure a steady inflow of high quality content, based on the keywords. Although the examples below focus on published books — books that, in many cases, have been long-term bestsellers that created lasting brands for their authors — the principles apply to choosing and evaluating titles for all types of content marketing projects. Choose a title that clearly describes the benefit that your book, eBook, or premium offers your readers. Metaphors make titles easier to understand and remember by giving readers a mental picture or point of comparison for the subject you’re talking about. Choosing the right verbs: The verbs you use in your book title play an important role in the way readers will approach your book.
Using the right keywords in your title also pays big dividends in attracting organic search engine traffic to the landing page on your blog or website — where visitors can learn more and either purchase, or download, a copy. As you view books on Amazon, note how often subtitles and series titles are used to add additional keywords to a title and attract more search engine traffic. Use the Title Evaluation Scorecard above to analyze proposed titles for articles, blog posts, books, and other content marketing projects. More importantly, you can take copies of the Title Evaluation Scorecard with you as you visit bookstores or libraries, and have copies available as you visit your favorite blogs.


For more starter tips for content marketing, read CMI’s eGuide, Getting Started in Content Marketing.
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My latest book publishing in January is called 70 Amazing Facts About Your Brains and it would appear I have missed every parameter. The well-crafted title on a web-based piece of content acts like the cover art on a book in the brick-and-mortar. I also appreciate you reminding us all about the importance of using the target audience’s language.
Is anyone interested in a free, short e-mail newsletter containing examples of effective titles and an analysis of why they work? While some have different length restrictions grabbing the readers attention so they will continue is vital.
Are there any specific topics or types of projects you’d like me to address in future posts? I’ve always been interested in titles, and the more I read and write, the more I want to explore and develop the topic. As this campaign (now in its eighth year) evolved from a print ad and 3Talk campaign into a 13 week TV series, it was clear we weren’t working within a conventional advertising framework. We look forward to holding regular forums and workshops for BCMA SA members and share best practice as technology evolves and we need to be able to measure its effectiveness. It is an exciting time to be involved in branded content marketing and we are looking forward to working with the leading practitioners to showcase best practice and share learnings. Even more specifically, people need help connecting the dots with all of the information available (and, according to Google Trends, searches for content marketing have been skyrocketing).
But, as you put your plan in place, consider the primary topics you want to cover with your content marketing. For instance, at CMI, we look at data related to webinar attendees, attendance at each session of Content Marketing World, the number of participants and tweets from our weekly #CMWorld Twitter chats, downloads, and views from our SlideShare presentations. While we don’t typically make changes based on one person’s comments alone, it’s interesting to see what trends emerge as all the user comments are compiled. Not only can you better measure which topics are working, but this will also help when you want to curate and repackage your content.
There are certain types of content for which readers expect a regular cadence, and there are other types that can be more ad hoc. Look for the middle ground: What can you do to make incremental improvements to your program?
For example, if the goal of your content marketing plan is to increase email subscribers, would it really make sense to broadcast all your blog posts on Facebook and Twitter?
But, considering the amount of traffic potential from search, it’s important to understand the basics. Don’t measure simply for the sake of having some numbers to present to your upper management.
They tell you how you are doing, but they rarely provide the insights into what is working and what you need to adjust. Decide which other information you want to collect, such as key audience, format, topics, place in the buying cycle, etc.
Calculate a baseline for each metric so you can understand what is performing above or below average.
But, it’s critical to get a system in place and get into the practice of measuring everything you are doing. Also, I took a look at your site and it seemed each post was targeted to students from a different school.
And 3 months is too short to see results for SEO, unless someone types the exact title for an article that’s unique to your site. While I agree you don’t want to post things only valuable subscribers should get, content marketing does not need to be so difficult.
This is especially important in larger orgs as you need to get buy in and justify activities. It honestly depends on what your needs are and how many people you need to coordinate with. There are a lot of things I would add to this, such as using your content to build a subscriber base. The content marketing ninja of 2012 and beyond is someone who knows what great is, but also understands through analytics how to measure it and optimize it. We do see small changes, such as the new Twitter IOS5 integration, Twitter is trying to wrap as much meta data in to the iPhone and iPad operating systems as possible, allowing you to publish more easily.
Every single company we spoke to plans to increase its investment in content, going deeper to explore new channels, recommit themselves to existing channels and understand how content marketing can support its other marketing activities.
Video is the number one activity marketers plan to expand in the future, which we see as a commitment to visual storytelling. Mobile is more and more within the reach of marketers, technologically speaking, and more and more within the reach of consumers. We marketers tend to come at things from an egotistical perspective, but customers don’t really care.
Over the last five years, marketers have figured out that content is the core engine that drives search on the web. I hope that this will help us get away from producing crappy “click-bait” that might drive short-term traffic and eyeballs but doesn’t result in any revenue. At the same time, there’s the massive change in how Google search is ranking you based on what it considers relevant. That means researchers, writers, editors, subject matter experts, legal—all the in-house and out-sourced inputs needed for content—interact seamlessly and finished content flows back into your content management system. Which leads to one of the biggest challenges in marketing: How to measure performance from a comprehensive perspective? This post inspired us to dig deeper into the fact that content marketers need to start embracing relevant, high quality, and measured content. In other words, if SEO wins your dollars, it would go into hiring a shop to go on a voracious back-link-building mission.
If your team has a void in one area or the other (or both), you need to fill it — end of story. If we’re doing this wisely, a vital part of our execution strategies should be focused on optimizations that will increase the probability that our content will be discovered via search.
Barry operates Feldman Creative and provides content marketing consulting, copywriting, and creative direction services. I think it would be great to get Carl’s input, especially since the main point he was trying to make on thought leadership was really good.
I think a reaction to threatened resource allocation is the primary motivator for those advocating sides in this discussion. But I suppose it is indeed a counterpoint when I say I believe every profession benefits from content marketing, however specialized.
The research takes place well before we become aware of the customer in a traditional scenario. Marketers really do need to think about SEO and content marketing as complementary activities. One of the risks I see, though, is that people start to see content as a substitute for SEO tactics that no longer work.
They also compete with the people in traditional marketing, the IT people, the networking people, the financial people and the logistics people. Never good for the overall health of a project though because the goal should always be to bring it in on time and under budget. I guess I agree with you, though out of content, social media and SEO, I’d give SEO the lowest priority. Lots of local small businesses just want to pay someone to do SEO or social media marketing for them. Most of them mix up advertising and search marketing, and it is challenging to explain it to clients who are used to buying ad space. I figure if I produce crap for content, why would anyone want to read it once they’ve found it? When these combine coherently with a sense of direction, your marketing campaigns are more likely to succeed.
Essentially, you need both elements in order to create an optimised website that can convey a strong and positive message to your audience through the content you create. Moreover, I particularly liked the part of article, where you have mentioned how even non-textual content like video, audio, podcasts, etc are also very useful for SEO. The right title should clearly indicate who should buy or download your publication, why they should buy or download it, and how they will benefit from it. I’ve also created a Title Evaluation Scorecard you can download to help guide your decisions.


Engagement: Did you engage your reader’s curiosity, or use metaphor, to make your title more memorable? For example, when preparing for a meeting where you will be discussing potential content titles, you can hand out copies to coworkers and ask them to create a filled-in version for each proposed content title.
Parker is a Content Marketing Institute Top Performing Blogger who offers content marketers assistance and resources for implementing serial content marketing programs. It’s so easy to forget that not everyone shares our (occasionally, hopeful) love of acronyms and fancy language.
The importance of a good title for blog posts, articles, ebooks, kindle books, email subject lines, sales letter headlines, landing page headlines and so many other marketing and content pieces all share the need for great titles.
What reason would readers have to subscribe to your email program if they can get the same information on the social channels they visit regularly?
You need to dig deeper and look at the performance of each piece of content so you can make continual improvements. That’s a very targeted audience for each post, and it means you might not get many return visitors. I printed out the OpenView ebook, It Takes a Content Factory before the holiday season and picked it up today to provide with me some guidance and inspiration for the year ahead.
Understand what is important to the person who is responsible for budget (and can eventually expand the team), and make sure your project provides results that are meaningful to that person. Many people who do this have started their own business, but the concepts apply to those who are trying to build their programs within their organizations as well. Currently about 80 percent of our clients are using tools like Marketo and Eloqua, whereas in 2008 only 10 percent were. Social over the next few years is going to be about the transition from searching to discovery—specifically, discovery through friends. AJ Bombers doesn’t have time to create beautiful blog posts, so its digital center is FourSquare.
It gives you the ability to grab, react and curate a piece of media from where ever you are on the iPhone.
I see so few content marketers who truly understand the power of an instant blog post, an out-of-the-gate video, a fast update to a website.
But as more companies become publishers, there’s a real need to ratchet back the volume and increase quality. They need to refine their ability to look at data, extract what matters and “pivot table” it. Content marketers face a challenge in that purchase cycles are different in China, the sales ecosystem is different and the tools that people use online are very different.
You can repurpose it from materials created by other functional disciplines within your organization.
He contributes to many of the web's top marketing sites and was named one of 25 Social Media Marketing Experts You Need to Know by LinkedIn. My point then, and the one I am trying to make now, concurs with Lee Odden in the same feed: Making sure that your content is optimized for search and social is important in B2B complex sales as well. Whether this happens because they cooks are under-trained, there is no Chef de Cuisine, or they ran out of pepper, or there is a frothing slat fanatic in the kitchen, has nothing whatsoever to do with the methodological strengths or weaknesses of the disciplines.
The painful thing about the rapid evolution of all things digital is the ever emerging flood of one or two-trick ponies, from a skill-set perspective. If the only driving force behind content creation is SEO, the content will be lousy, no decent site will publish it, and therefore no decent back links will be created. This is easily one of the most annoying trends in online marketing, that SEO has somehow become irrelevant, and content marketing has replaced it.
SEO has an annual death knell, which is usually someone’s new angle of a link bait approach.
But I’m sure they are catching up and start focusing more on creating value in the long term through content. Google AdSense) are not the same…and that is where the real competition is going to happen, because that is where the money is. Often alliterative or metaphor-based titles are combined with subtitles that provide specificity. This will encourage discussion on practical, rather than subjective, title characteristics.
The author of 40 design, marketing, and productivity books, he uses visual thinking to help others turn ideas into reality.
I’d rarely to leave a comment after reading blog articles but title writing tutorial push me to do this.
Think about how you can tweak and repurpose the content you share on your social networks, both as it applies to your goals for the channel and to your overarching business objectives. In 2008, the career path of a senior marketer was getting further and further away from execution. Many marketers think of a content marketing strategy as blogging or video, but it can be as simple as Twitter and FourSquare. In my experience, most content marketers still have a campaign approach to content marketing. They need to be able to say, “When I talk about topic ABC on my blog, it generates three times the traffic and two times the leads.” This is not a natural step for marketers—especially those who have been marketers for a long while. Those customers have different problems and the purchase cycles are different, therefore the content we need to deliver to them will be different. You need to create content that’s engaging and unique, and ultimately shareable and linkable. Marketers need to be able to say, “this entire program is effective,” rather than “this particular piece of content drove this number of click throughs.” It’s about managing the entire buyer experience, not just adding up the activity. Their roles will remain vital to brand marketing because they know better than anyone that effective and ethical SEO can’t happen without content to be optimized.
But then the subject would be about project budgeting, operations, or some other resource allocation topic. On the other hand, if content marketers ignore SEO, their content won’t be found and read, as you so accurately point out. And while Google certainly puts a premium on quality, credible content these days, the idea that before you only had to focus on keywords and not quality is ridiculous.
But why would anybody not optimise content for searches (B2B or B2C), unless they don’t want to be found for some reason. As a matter of fact, at my company, I work closely with our SEO analyst to create and optimize content, and it makes for an exciting parlay as we work together.
Content marketing is simply another tool or means of generating links, traffic, awareness and all that goes with it.
It’s somewhat akin to successfully leveraging all the best distribution channels for my product and putting out a crap product. It is important to write quality content that is useful to the readers as well important to optimize the content for the search engines to find them. You would think that content amplification would effectively cannibalize brand and display dollars, but I think the real vs. One piece of content does not need to stay in one form, Write it, speak it, video it and syndicate it. My promise to myself, (not a NY resolution) was to get my act together on my own content marketing. Other than using my online diary do you have any suggestions for the managing of the content scheduling?
And recently Barnes & Nobles announced that subscribers to the New York Times and People will receive a free Nook.
I could gouge my eyes out with a spoon every time I see these types of blog titles, even if they do a good job at attracting attention. The most successful senior marketers are rolling their sleeves back, diving in and experimenting. Right now the push is all about creating content, but is all that content being created really addressing your customers? Twitter, Facebook and YouTube for example are inaccessible in China but Weibu, RenRen and Youku offer many of the same features and are hugely popular in China.
But there’s a big opportunity to take advantage of what’s going on right now, this instant. There is a huge opportunity for content marketers who have a deep understanding of the Chinese market to take advantage of Chinese social media to reach customers. Being able to create a piece of content (a blog post, for example) that drafts off the news that’s breaking at that moment—it’s a tremendous opportunity and few companies do it.



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Comments to «The content marketing institute content mix pyramid»

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