Author: Dennis Shiao

Dennis is an independent marketing consultant who works with brands on content marketing, product messaging, and social media marketing. Formerly, Dennis led the content marketing function at DNN Software. Dennis curates an email newsletter called Content Corner and publishes marketing-related content on Medium. Feel free to reach out to Dennis on Twitter @dshiao

By dennisshiao published July 10, 2019

Get More Content Noticed, Stop the Bad Metadata

Imagine working at your content marketing job for a year. In December, you proudly look back on all the great content you and your team produced. And then a knockout punch arrives: Only 35% of your work was used.

That’s a common scenario for many B2B marketers. SiriusDecisions reports, “60% to 70% of content produced by B2B marketing organizations goes unused, sitting on sales portals and Web site shelves.”

This is a sobering statistic.

Continue Reading

By dennisshiao published June 20, 2019

AR/VR Storytelling for Marketing: 4 Things to Know

Pokémon GO, a popular mobile game published by Niantic, is an example of augmented reality.

Oculus Rift, a headset developed by Oculus VR, a division of Facebook, is an example of virtual reality.

You’ve probably heard of Pokémon GO or Oculus Rift, but can you explain augmented reality and virtual reality to a friend?

I went to Google in search of simple definitions. The best definitions are in a CNET article, titled fittingly enough, AR and VR Made Simple. Here are the definitions provided in the article:

Continue Reading

By dennisshiao published June 12, 2019

3 Strategies to Connect With Your Audience (Hint: Start With Mutual Truths)

“I thought I’d start off by telling you a little bit about myself,” the presenter begins.

“This is where I grew up. Beautiful, small, lovely.”

Continue Reading

By dennisshiao published May 23, 2019

7 Insider Tips to Jump Social Media Hurdles

In the B2B Content Marketing 2019: Benchmarks, Budgets, and Trends – North America report, CMI and MarketingProfs found that 61% of B2B marketers increased their use of social media for content marketing purposes in the previous year:

Continue Reading

By dennisshiao published April 29, 2019

How to Stand Out in an Overpopulated World of Content Marketing Experts

Search for “content marketing expert” on Google and you’ll see 614 million results. A search on “content marketing expert blog” returns 177 million. Even a search on “cuddling expert” returns 5.23 million results.

Who knew an expert in cuddling was even a thing? Well, it is.

What’s the problem with being an expert? There are too many.

Continue Reading

By dennisshiao published April 5, 2019

Don’t Fail in the Future: Develop an Audio Strategy Today

As content marketers, we create experiences that connect with our target audience. By forming these connections, we increase brand perception and preference, lower barriers, and eliminate objections.

Ultimately, we want our content marketing to drive positive business outcomes and brand loyalty. Each month, we busily work away at our content calendar: blog posts, contributed articles, webinars, infographics, white papers, and more.

Our content marketing strategy is seemingly sound. What could it be missing?


Continue Reading

By dennisshiao published March 22, 2019

Client and Content Agency Share Insider Tips to Successful Relationship

To succeed in content marketing, you need to be in for the long term.

With direct response marketing, ROI can be measured in weeks or months. With content marketing, however, it can take a year or more to see a return on your efforts. When hiring a content marketing agency, brands ought to plan for a long-term relationship.

Continue Reading

By dennisshiao published March 14, 2019

Google Answer Box: How Your Enviable Content Can Appear Inside

The keyboard and mouse may soon become relics.

By 2020, 30% of web-browsing sessions will be done without a screen as voice-first interactions rise, according to Gartner’s Top 10 Strategic Predictions for 2017 and Beyond.

With voice search, your inquiry receives a single answer, which is determined by what’s in Google’s answer box.

Continue Reading

By dennisshiao published February 14, 2019

Native Advertising – What You Need To Know

Jesper Laursen, CEO of the Native Advertising Institute, defines native advertising as “paid advertising where the ad matches the form, feel, function, and quality of the content of the media on which it appears.”

Your target customers are elusive. They’re online all day and consume a lot of media, but how do you reach them with your media and your message?

Native advertising can be a solution.

Continue Reading

By dennisshiao published February 7, 2019

Why You Need Better Conversion Tracking to Win the Sales Game

Consider the following via research from Think with Google:

  • 90% of B2B researchers who are online use search specifically to research business purchases.
  • 71% of B2B researchers start with a generic search.
  • B2B researchers average 12 searches prior to engaging on a brand’s site.
  • B2B buying process influencers and decision-makers are over halfway down the path to a decision before they perform an action on your site.

Continue Reading