Joe Pulizzi once cautioned marketers that competition is not limited to your own niche. Every other industry and entertainment form wants your customer’s limited time and attention. With fewer and shorter windows of opportunity, effective content marketing has to be considered best-of-breed among everyone — not just your immediate competitors. Fortunately, top-tier content marketers consistently win the war for engagement by using an “active reading” approach. With a little practice, you can too.Continue Reading
I’m going to advocate a lightning rod for criticism — the dreaded silo — and share my vision of vertical silos actually improving our content marketing strategies and moving the industry a step forward.
Before I can do that, what exactly does the word “silo” mean?
- I’ve seen discussions about breaking down departmental silos between sales, marketing, PR, customer service, and so on.
- There are also media silos for channels such as video, graphics and design, website, and social media.
- SEO gets its own silos and sometimes even content creators are siloed.
While the meaning of silo is interchangeable, opinions that silos need to disappear are consistent. But will taking a hard line here really benefit our content marketing strategies — particularly for niche marketing efforts?Continue Reading