The report, Workhorses and Dark Horses: Digital Tactics for Customer Acquisition, examines how companies use digital to acquire customers (beyond awareness building). 64 percent of marketers use content marketing regularly, making content marketing the fourth most popular tactic behind email, social media, and search engine optimization (SEO). Marketers find content marketing most useful for awareness building and customer retention.
Content marketing is the second most popular choice for 2014 digital marketing spend, with social media being most popular. It seems fitting that social media and content marketing rank Numbers 1 and 2 as the two most popular marketing tactics for 2014 digital marketing spend.
My report suggests that marketers apply branded content systematically in order to acquire and keep customers. Using a content optimization tool like HubSpot can help companies systematically apply content for customer acquisition. Thermo Fisher Scientific posts useful data and information designed to help scientists with their research on a blog connected to the company’s main website. For both awareness and retention, the company re-purposes its content into emails that are sent to clients (for retention) and industry influencers (for awareness).
From content strategy, to content creation, to promotion of content, to analytics of content performance, organizations need to find a balance in all aspects in order to see great results from their content marketing efforts.
Most companies dipping their toes into the water of content marketing understand the content creation element.
Aside from lack of promotion, lack of an actual strategy is the other major error in content marketing. In art, the concept of harmony refers to the combination of elements to form a consistent and orderly whole.
Our goal as an organization is to help our clients find harmony in their content marketing, and highlight great content marketing practices through our blog and the other content we produce.
Kane JamisonKane is the founder of Content Harmony, a content marketing agency based in Seattle.
Our free guide walks you through the process of building your own Minimum Viable Content Marketing Strategy in a single 8-hour work day. This strategy approach covers the 12 essential questions you have to answer in order to properly document your strategy. We’re a content marketing agency based in Seattle, WA (but we work with clients across the country). 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). Thanks for this… am actually in the process of starting an online magazine so this came in handy! Just stumbled on today, i can see me being on here wayyy to much of the day now.
Scott Ellis teaches an effective way to organize the myriad of content that will make up your website and keep things logically organized, consistent and on message.
What is content marketing and How to Market Your Business For Free With Content Marketing ?
This little red book is responsible for changing the way I think about designing for the Web, and I don't think I'm alone.
Content is king, build it and they will come, write great stuff and the rankings will appear. I thought that’d be quite an appropriate title for the people who still believe that content really is king. In fact I just finished a book that showcased 50 case studies of entrepreneurs who started websites that magically attracted visitors. The fact is that shit doesn’t happen very often, rarely, but you can count on it never happening.
You should at the very minimum syndicate your content onto your most active social profiles i.e.

Press Releases have always been furiously powerful ways to generate traffic, buzz and authority backlinks. By adding social buttons and encouraging readers to share your content; you make the most of every visitor, gain social signals (backlinks) and referral traffic. Whatever word, phrase or keyword you use to contextually link to your site; Google will boost you for in the search engine results pages. Research on the Google Keyword Tool for search terms related to your content that you can target. Contextual backlinks are the key to ranking well on Google and driving lots of search engine traffic. Blog commenting and guest posting are the important strategies for building a blogging community. A good time to submit a press release would be when you're first launching your blog and just getting started out, I think you can get a good one over at PRWeb for like 60 bucks or something like that, but you're right, a press release isn't something you should be doing regularly, only when you have really good, unique content that's worthy of one. This is the personal blog of David Wood, and the opinions, or expressions on this site are not the official opinion or stance of Empower Network, LLC or any other corporate entity.
Marketing your content though is a challenge in a world where there are over 2 billion internet users who are bombarded with emails, streams of tweets and banner ads. The process of content marketing involves the creation of material that is informative but is also written on a perspective which shows your business in a positive light.
Great content will position your business as a thought leader in its industry and it will also educate, inform, entertain and inspire. There are many ways of doing content marketing but not all methods yield the positive results! There is a tendency to create too much content, unleash it on the Internet and then expect it to carry traction throughout the year but this isn’t always a good idea.
Once your content has been published, the main objective is to get as many people to see view it who may be interested in your business and leveraging social media is an excellent place to start in order to achieve this. In addition to this, we already know that Google uses social media signals when deciding your positions in the search results so an article that gets a good number of ‘Likes’, shares, comments, tweets, +1s is likely to improve your search engine positions as well.
Find out what your target audience are interested in and create high quality, engaging, thought provoking content that they would be interested in. Your article needs to be able to turn up in search engine results pages (the holy grail is to be on page one at the top of the page) and then by having the right headline and description attract the right people. People receive sales pitches all the time, be it in the electrical store, through the post, a popup advert on the Internet or whilst passing a billboard.
My book – Blogging the Smart Way “How to Create and Market a Killer Blog with Social Media” – will show you how. Thanks for the tips Jeff, this is valuable for a start-up business or an established one getting their business online. Content marketing emerges as an essential priority along with email marketing, social media, and search engine optimization. The popularity of both content marketing and SEO together underscores the importance of inbound marketing.
Companies with smaller digital marketing budgets (less than $1 million) are accountable for most of the content marketing spend. First off, the two disciplines are interrelated, with social having emerged as a cost-effective and efficient way for marketers to share branded content. Just as brands have become publishers, so have consumers: More than 76 million blogs exist on WordPress alone, and new publishing platforms (both visual and text-based) emerge constantly. It’s possible that the popularity of cost-effective publishing platforms such as email and social media make content marketing especially attractive to businesses operating on smaller budgets. When your customers encounter your brand across the digital world, they should see content that guides them along a path to acquisition and conversion — as opposed to a random collection of disconnected product offers, blog posts, and real-time content sprinkled across your website and social spaces. Case in point: Thermo Fisher Scientific, which provides laboratory equipment for life sciences research. But digital has empowered marketers to find new and more effective ways to acquire customers with branded content. Moreover, you may download the report free of charge by visiting the Extole website (registration required).
For growing brands, this could mean lack of outreach to get in front of your intended audience. For established brands with an audience already built, this could mean lack of communication about content being produced. Forming an orderly and consistent message across your body of work, and building unity in every element of your content marketing efforts. He's also the instructor for Content Marketing at the School of Visual Concepts in Seattle, and an industry speaker at events like SMX Social, State of Search, LavaCon, Wordcamps, and more.
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. I often find that in the excitement of putting up a new blog I often skip some of the planning that is so important. After a decade of treating content like an afterthought, Content Strategy for the Web helped us fix our priorities, and gave us a better way forward. The first step is to create content, then to attract visitors to the content, then to convert the visitors into leads and finally into customers. They are contextual links pointing towards your content from another piece of content on another website. When you find the keywords you want to target, optimize your content to rank for them by including them in the body, title, tags and headers.

Good content marketing will create interest in your business, attracting traffic to your website and hopefully, sales or conversations as well. News and current events change all the time which means your target audience may not be searching for the same things as they were searching for two or three months ago.
Once you find out what types of articles seem to be the most effect, you will have a better idea as to what types of content your target audience are interested in. Posting content on your social media accounts will bring your content to those following your social media accounts. To do this, you should include some relevant keywords into your article but don’t overdo it. They’ve become very good at noticing a blatant attempt to make them purchase something which is why all marketing articles should aim to inform rather than sell a product.
Once high quality content has been created, it needs to be promoted and monitored using web analytics and call tracking solutions. I show you how to create and build a blog that rocks and grow tribes, fans and followers on social networks such as Twitter and Facebook. I have found that if your content is interesting, insightful, compelling, relevant AND you do not sell but rather provide value-adding information that can enable the recipient to solve problems (or look good in the boardroom) your subscriber base will continue to grow and the requests for more information, mettings, etc.
The part that I would have every blogger, or webmaster write and put on their fridge is quality, over quantity. Workhorses and Dark Horses counsels brands to apply content systematically across digital touch points to guide prospects them along a path to acquisition and conversion. We wanted to understand how brands are using digital marketing tactics across the marketing funnel, spanning awareness, customer acquisition, conversion, and retention. It also might be easier for smaller marketing operations to take ownership of content: according to the Content Marketing Institute, small companies are more likely than large companies to have someone who oversees content marketing strategy.
In doing so, the company relies on social platforms to guide prospects over to its website for further exploration. Social media platforms have made it easier to rapidly create and produce branded content on a much wider scale than was possible in 1895, when John Deere produced a customer magazine, The Furrow.
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.
I can save my keywords and keep them organized, and for me it’s a huge time saver because everything I need to do my link building is there. Unfortunately most people have this miconception that if you build a frigging website; visitors will just appear out of nowhere. LinksAlpha and services alike allow you to connect dozens if not hundreds of accounts to one dashboard. You can do so by adding social sharing buttons to the most prominent areas of your content.
To learn how guest posting can explode your traffic; read The Ultimate Guide To Excellent Guest Blogging. Also opt-in to the email list on the right more for more traffic generation tips, tricks and secrets. Publish content consistently and persistently making your sure the content you produce has some relevancy to current events and what your target audience may be interested in at the present time. If these people like your content, they may choose to share it with their followers and a snowball effect is created which may possibly result in your content going viral!
Creating an interesting title will definitely be effective in getting a user to click on your article rather than the next person’s article but a poorly written, uninteresting article will just get scanned and then discarded. Provide genuinely useful information on a topic which would allow you to mention your product or service along with some of its merits. It also includes dozens of tips to create contagious content that begs to be shared and tempts people to link to your website and blog.
Using customer insight tools such as social listening will help marketers understand how their potential customers are finding and sharing content across the digital world. 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. So for daily basis use it’s great because I can log in and instantly have my keywords there and search them and get the most current results. Contextual backlinks are when another site links to yours by linking a word, phrase or keyword directly to your content. As a general rule you should always add keywords but the article should be written for a human, not a search engine. A well written article will make the reader come to a conclusion without sounding like a sales pitch. Our survey affirms that digital marketing is being used consistently across the entire customer experience. Let consumers help you decide when and where to apply content marketing in a systematic way in order to create customers. I really like using it, try it out some more and hopefully it will be as helpful for you as it is for me; but, remember I use the Pro account so maybe try that and see what you think.

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