The humble headline. Such a simple construct, really – a one-line summary of a piece of content and why it’s worth reading. Yet, good headline writing is a deceptively complex process. In fact, crafting a clear, powerful, and compelling title may just be the most difficult part of content creation.
Think of a well-executed email strategy as the backbone of a successful content marketing program. It’s an essential structure that supports your various content efforts and is the best technique for building a subscriber base – which helps you stay at the top of your readers’ minds.
But, just like any critical system, if it’s not properly maintained, your email content can start to lose momentum and show signs of aging. If you fail to keep pace as consumption trends shift, even your most faithful followers may start to overlook your emails in their crowded inboxes – or opt out altogether if they feel you are no longer meeting their needs.Continue Reading
SlideShare is a popular, business-friendly social site – one that you probably already use to enhance the life span of your company’s PowerPoint slide decks and other presentation materials. But could you be overlooking some of the most powerful features and functionalities the platform offers for greater content marketing success? Continue Reading
Content creation can be a challenging endeavor in many respects. With so many techniques, formats, and channels for your content efforts, it’s easy to become paralyzed by indecision when it comes to executing your carefully constructed content marketing strategies.
On the other hand, even if you know exactly what types of content you want to create, you may find it difficult to distinguish your brand and ensure that your efforts are heard above all the noise in a crowded landscape.Continue Reading
“Personas? I already know who my audience is, so do I really need to create one more document that no one will likely use?”
Like all content marketers, you are probably crunched on time and always looking to trim unnecessary processes. But you shouldn’t think of personas as one of those “nice-to-have” tools that will be abandoned as soon as you build them. Having documented personas, even in their simplest forms, will not only help you crystallize your ideas, but also serve as a single version of truth for everybody creating content for your organization.Continue Reading
Consider these data points:
- 86% of B2B marketers report that their organizations are using content marketing, and 70% of them are creating more content than they did one year ago.
- More than two-thirds of the marketing leaders interviewed as part of our executive research see their entire marketing department restructuring to address content marketing needs.
But despite high adoption rates and a commitment to the discipline, not all marketers think their content efforts are as effective as they could be.
One of the most significant barriers certain to impede progress: lack of executive support. Continue Reading
Does either of these statements describe your organization?
A. Content is everyone’s responsibility – but it’s no one’s job.
B. Content marketing is treated as a project, not a process integrated into every function of the organization.
If you picked A or B, keep reading – help is on the way.Continue Reading
Last week, we shared Part 1 of our best practices guide, Building the Perfect Content Marketing Mix, in which we explored some of content marketing’s top-priority internal processes and strategy tactics. In this second installment, we take a closer look at the execution tactics that make it easier to implement content marketing effectively and meet your business objectives more successfully.
Though we always recommend starting off every content marketing program with a documented strategy, eventually we all need to move past the theoretical decision-making and process-planning phase and really get to work.Continue Reading
As the practice of content marketing continues to evolve and expand, so has the list of possible initiatives that a marketer can undertake as part of this discipline. This increased complexity can lead to confusion: How can you determine which initiatives are really worth your (precious and limited) time and budget?
To start, look for a way to prioritize. Of all the initiatives you may be considering for the upcoming year, we think four should be on top of your list – no matter what your particular business priorities may be:
- Understanding your audience
- Developing a content marketing strategy
- Creating a subscription model
- Understanding what’s most effective
I know what you’re thinking: “How can it already be 2015? I wanted some time to plan, but I’m still trying to catch up with all the industry advances, changes, and opportunities that came rocketing at me in 2014.”
I’m sure most of us can commiserate – no matter what we’ve accomplished in the past year, our industry changes so fast that it’s hard not to feel like there’s something we missed or could have done better.