Author: Andy Betts

Andy has worked in content and digital technology markets for over 15 years and has worked for, and consulted with, over 300 Global brands such as with Google, Facebook, Adobe (a CMI benefactor), HP, HSBC and many leading Fortune 500 companies. He has also spent considerable time working across the USA, Europe, and APAC regions consulting, writing, and developing content and marketing strategies for many start-ups, agencies, and brands. He also consults for c-level executives and writes for many leading digital, content and marketing publications. Follow him on Twitter @andybetts1.

Content Creation / Content Strategy / SEO / Understanding Your Audience
By andy-betts published October 11, 2017

The Future of Content and SEO: 5 Trends Every Marketer Needs to Know

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Content marketing is at a critical inflection point. For it to serve as the fuel and infrastructure for modern marketing departments, some things need to change. Brands are not getting much of a return on that investment. We know this thanks to a survey of 252 marketing leaders at Fortune 500 conducted by BrightEdge (one of my clients).

Some key findings:

  • 71% of marketers say that less than half of their content is being consumed.
71% of marketers say that less than half of their #content is being consumed via @brightedge. Click To Tweet
  • Fewer than 9% of marketers report three-quarters or more of the content they produce is engaged with.
Fewer than 9% of marketers report 3/4 or more of the #content they produce is engaged with. @brightedge Click To Tweet
  • The B2C content consumption rate was slightly better than B2B.
#B2C #content consumption rate was slightly better than #B2B via @brightedge. Click To Tweet

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Content Strategy / Operations, Teams and Process / Teams and Skills
By andy-betts published November 10, 2016

7 Steps to Building a Content Marketing Culture That Works

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If you’ve ever worked with a company where no one knows who is supposed to own what content or how content aligns with company objectives, you’ve probably seen tension build between departments and within teams, and you’ve probably seen content produced that’s aimless and inconsistent.

In large B2B organizations especially, no one person or team owns all the content. Each team needs to produce content on demand for its own objectives. Here are some typical (potentially conflicting) interests:Continue Reading

Content Strategy / Getting Buy In / Measurement and ROI / Understanding Your Audience
By andy-betts published April 29, 2015

3 Steps to Solve the Production vs. Performance Conundrum

production-performance-conundrum-coverI want to share with you content marketing’s biggest conundrum. Many marketers fail to truly understand what content marketing really means beyond the blog post, beyond the view, and beyond the “like.” They focus on the superficial and not the important ratio between production and performance.Continue Reading