Content marketing measurement can be an embarrassment of riches: So much data is available, that it can be easy to get overwhelmed when deciding what to focus on. So which metrics matter more than others? Here’s a roundup of metrics all content marketers should keep an eye on if they want to know whether their content marketing is truly paying off. Continue reading
Archives for October 2014
This Week in Content Marketing: The Real Cure for the Native Advertising Blues
In this episode, Joe and Robert go in-depth on Buzzfeed’s niche content practices and how progressive marketers are starting to think print. The boys also discuss native advertising in detail, and why the problem is not transparency. Rants and raves include Jerry Seinfeld at AdWeek and whether Coke and Red Bull are “wrong” for doing content marketing. This week’s TOM example: Swide.com from Dolce&Gabbana. Continue reading
How to Build a Better Content Marketing Strategy
While following a documented content marketing strategy closely can help keep it focused on your organization’s goals, you will often need to account for new insights and information you receive as time goes on. Here, we share some guidelines for determining which elements to keep consistent and which to update from time to time. Continue reading
How the Entertainment Industry Can Influence Your Content Marketing Job
Content marketers may not have cause to shout, “lights, camera, action.” But like Hollywood icons, we are all looking to make a connection with the audience. Take a look at how some of the presenters at Content Marketing World 2014 view a content marketing job through the lens of an entertainment studio. Continue reading
Why Listening Communities Belong in Your Marketing Strategy
You’ve worked hard to make sure your content is well-written, well-produced, engaging, and useful. But how do you know whether your audience is really paying attention? We all know what it’s like when someone won’t stop talking — it’s difficult to stay engaged. Have you tried listening to your audience to guide your efforts? Find out why listening communities belong in your marketing strategy. Continue reading
This Week in Content Marketing: Inbound Versus Content Marketing
This week, we speculate on why HubSpot has stirred up an age-old debate on inbound vs. content marketing, take issue with an article about rise of corporate journalism, and reveal why Marriott’s decision to launch a content marketing studio is likely to be a big success. Our rants and raves cover a spammy sponsored post on Facebook and a brilliant bit of emotional storytelling from GE. We wrap up with a rockin’ #ThisOldMarketing example: Guitar Center TV. Continue reading
Why Fewer People Are Using Content Marketing — and Why It’s Good News
In CMI’s latest research, the number of people who described their marketing efforts as content marketing actually declined — from 93 to 86 percent. At first glance, that stat was a bit startling, but it may actually be an encouraging sign. Find out why it’s a good thing that fewer B2B marketers say they use content marketing. Continue reading
Drive Retail Sales with B2C Content Marketing: 8 Tips + a Checklist
Helpful content is often scattered across a website, posted in multiple locations (and in multiple formats) rather than in a structured, centralized place. Find out how to drive retail sales with B2C content marketing. Get 8 tips and a checklist to help you create a resource center to organize — and help readers navigate to — all of your useful content. Continue reading
