Disguises Are for Superheroes – Not Great Content [The Weekly Wrap]
This week in content marketing, we’re talking about the opposite of clickbait, the solid growth in search volume for marketing terms, and a sweet (overlooked) content opportunity.
Helpful launch code hides in plain sight
WHAT: The dry, label headline Automated Email Sequence Examples hides a useful article. Marisa Sanfilippo’s piece distills comprehensive information into what could be mistaken for a simple examples post. Despite the less-than-inviting headline, it’s a great read with detailed advice for anyone interested in learning about or improving their automated email nurturing programs.
WHY IT MATTERS: Headlines matter. You’ll never know how well your content performs if the headline doesn’t reflect its value and attract readers. From a performance perspective, it’s worse than clickbait. While clickbait headlines overpromise – and the articles underdeliver – they do get traffic. (The problem is they also create distrust.) But an under-promising headline (or email subject line) usually leads to low content consumption from the start.What’s worse than clickbait? Boring headlines that sabotage interest in your #ContentMarketing. See an example that proves the rule, via @CMIcontent. #WeeklyWrap Click To Tweet
HOW IT WAS DISCOVERED: The CMI team noticed the article, which cites our B2B research.
Interest in marketing-related search topics grew in 2021
WHO: Fractl and Semrush
WHAT: A new report from Fractl and Semrush called 2021 Data-Backed Digital Marketing Predictions analyzes global search traffic and organic traffic data between January 2019 and October 2020.
The report includes a graphic on searches for marketing-related terms that shows interest in information about digital public relations, content marketing, pay per click, email marketing, SEO, and social media marketing.
WHY IT MATTERS: Though every category in the chart above experienced higher volumes in 2020 compared to 2019, three maintained or continued that growth by October 2020, including:
That data can help support your business case for tactics falling under those umbrellas. Not only do people have a growing interest in how those strategies can help their business, their apparent lack of knowledge (as indicated by searching for those terms) means those who already have the skills are a step ahead.
HOW IT WAS DISCOVERED: Fractl’s Domenica D’Ottavio sent us the post she wrote about the research.New search #research from @fractlagency and @semrush for marketing topics can boost your case for investment in #ContentMarketing, #EmailMarketing, and #PublicRelations, via @heydomenica @CMIContent. #WeeklyWrap Click To Tweet
On-the-box thinking for brownie mix maker
WHO: Betty Crocker
WHAT: Every brand that sells a brownie mix includes a recipe on the box – necessary and convenient content for the baker. But Betty Crocker doesn’t stop there. The boxes also give a useful tip (seemingly from Betty herself). On the brownie mix box, Betty suggests using a plastic knife to slice through the warm baked goods.
WHY IT MATTERS: Cutting brownies cleanly is a hard job (that’s why people invented special brownie pans that make it easier). For marketers, the examples serves as a reminder that content marketing doesn’t have to stop with your blog, social media, or YouTube channel. Think about your packaging – it’s already in your customers’ hands.
HOW IT WAS DISCOVERED: CMI’s Ann Gynn read the box, tried the plastic knife trick, and realized the magic of Betty’s tip.What can you learn about #ContentMarketing from @BettyCrocker? We share one sweet (and overlooked) hack in this week’s #WeeklyWrap via @CMIContent. Click To Tweet
Cover image by Joseph Kalinowski/Content Marketing Institute