By Ann Gynn published October 13, 2014

5 Ways Content Marketers Can Get More Value from LinkedIn

get-more-linkedin-powerIf you only view LinkedIn as the site where you keep your digital resume and virtual business card collection, you won’t see how it really can help grow your business, expand your content’s audience, and build valuable connections.

LinkedIn is the definitive professional publishing platform and one of the largest business publishers in the world, according to Todd Wheatland, Head of Content Strategy at King Content.Continue Reading

By Jonathan Crossfield published October 8, 2014

Are Social Media Content Agencies and Experts Taking You for a Ride?

Crossfield-social-media-content-ride

There are many agencies, consultants, and “experts” living off the perception that social media marketing is a complex science, beyond the ken of mere mortals. Their social media content strategies are driven by as many graphs, metrics, and loosely defined abstract concepts as the client is willing to pay for.

It’s a sleight of hand that creates a lack of genuine accountability. Many clients outsource because they’re convinced they lack the knowledge to manage, let alone measure, their social media content efforts. This leaves the agency to not only drive the strategy, but also to advise on what success or failure looks like. Some even control the tools that measure their own self-serving KPIs, plugging easily achieved numbers into agency-devised equations to calculate (cough) “goals” such as “return on experience” or “brand engagement.”

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By Rebecca Watson published October 6, 2014

3 Tactics to Optimize Your Website Content With Social Intelligence

Boost-Website-Content Every day, millions of social interactions are taking place across the web. The social signals to engage your current and future customers are out there — but are you paying enough attention to them? When your consumers connect with you, are you offering them the most relevant and timely information, or are they likely getting lost as they search for answers or expertise you are not yet providing?

The most valuable insights into understanding your customers’ needs come from what they are sharing on the web. When your content is shared, it validates that you are headed in the right direction with your content creation. And with the help of some advanced social-sharing tools and insights, you can get a 360-degree view of all sharing behavior happening regularly, which will help you optimize your website content for improved user retention and acquisition.Continue Reading

By Joe Pulizzi published September 27, 2014

This Week in Content Marketing: Is Corporate Blogging Waning?

pnr logoPNR: This Old Marketing with Joe Pulizzi and Robert Rose can be found on both iTunes and Stitcher.

In this episode, Robert and I reflect on Tribune Publishing’s decision to invest in a content marketing shop, review a horrible example of native advertising from a personal injury law firm, and question the accuracy of new research that shows corporate support for blogging is waning. We also praise a thoughtful article on the opportunities that podcasting offers to marketers, rant about a questionable strategy for managing digital and offline marketing, and rave about a presentation with a refreshing take on the challenges involved in native advertising. We answer a listener’s question on the ecommerce ambitions of Twitter and Facebook before closing out the show with a #ThisOldMarketing example from Steve Jackson Games.Continue Reading

By Ann Gynn published September 26, 2014

Ideas to Spark Your B2B Content Marketing Imagination

crushing rubber band ballGeneral Electric uses the tagline “Imagination at Work” to capture the essence of its $16 billion-plus company, which is staffed by more than 305,000 workers in more than 170 countries. A richly connotative description like that requires no small amount of imagination from GE’s marketing team, which is charged with the task of translating this three-word concept into relevant stories that will engage its target audiences.

At this year’s Content Marketing World conference, GE’s Global Manager of Digital Marketing Katrina Craigwell offered a glimpse into some of the ways GE develops and tells its B2B content marketing stories — and, perhaps even more importantly, how its target audiences are helping to share them.Continue Reading

By Joshua Rodriguez published September 24, 2014

5 Spam-Free Steps To Use LinkedIn Groups in Your Content Marketing Strategy

linkedin logoFind the LinkedIn groups that attract your customers and share each of your new blog posts with them. On the surface, it seems like a sound strategy, doesn’t it?

LinkedIn groups frequently send notifications about new posts, meaning you’re not only sharing your blog post with people who immediately see it; you’re effectively using the group’s email list to share it with its full audience.Continue Reading

By Anthony Gaenzle published September 9, 2014

How to Think Like a Local for Global Social Media Content Success

flag with red pin stuck in mapSo, you’ve read a few articles on growing your business by going global, and now you’re ready to reveal your content marketing to the world with a global social media content campaign? Not so fast. Let me stop you right there before you run head-first into certain disaster. Unfortunately, it’s just not that easy.

There are many things you need to take into consideration before promoting your content via social media to markets outside your own country. Rushing this process is not an option‚ but you can take steps that will get you started on the right foot. Here are a few considerations to focus on before you take your company’s social media content on a trip around the world. Continue Reading

By Nicole Kohler published September 3, 2014

The Powerful Content Curation Tool You’re Not Using

cmi pinterest exampleContent curation, the process of collecting, organizing and displaying information relevant to a particular topic or area of interest, is all the rage right now. Today, 68 percent of B2B content marketers use articles on websites other than their own as part of their content marketing strategy. But finding all this great content is time consuming.

Fortunately for content marketers, there’s an incredibly powerful social media tool that doubles as a search engine for finding new, potentially untapped content to curate (and no, I’m not talking about Bing). This powerful content curation tool is Pinterest.Continue Reading

By Clare McDermott published August 28, 2014

7 Inspiring Lessons from 2014′s Top Content Marketers

content-marketer-awards-2014One of the best ways to learn about the content marketing industry is to study what others are doing. Over the past three years, it’s been our pleasure to observe the field and, more specifically, identify those who are making us think about successful content marketing in new ways.Continue Reading

By Rebecca Watson published August 17, 2014

Optimize Your Online Content: Quick Tips You Haven’t Thought of Yet

hands joining wrists in circleBy the time you read this, you could have already been capturing and analyzing information on your most valuable consumers — those who share your content.

While brands and publishers spend a lot of time and effort creating and promoting content, less time is usually spent optimizing the sharing of that content for consumers. And that’s a lost opportunity.Continue Reading