Archives for Content Creation

Closing the Gap Between Audience Needs and Content

This year the Content Marketing Institute reported that 69 percent of marketers surveyed say they focus on creating content for their audiences versus for their brand. While it’s good to hear that the majority of marketers are creating messaging specifically with their audiences in mind, what are the other 31 percent of marketers doing? Perhaps more importantly, how do the 69 percent know that the content they’re creating is really what their audiences want? And if so many people are actually creating content for their audiences, why are so many still struggling with engagement? The content creation trap Part of
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How to Create More Engaging Content – 5 Questions to Ask Before Writing

How effective is your content marketing strategy? If you’re among the majority of brands, your content marketing efforts aren’t as effective as you’d like. Despite feeling at least somewhat ineffective, most companies are planning to create more content year over year. According to CMI, the top priority for 72% of marketers is to produce more engaging content. If producing more engaging content is your priority, do you have a plan to improve content engagement in the future? If you don’t, or even if you do, we’ve identified five questions to ask and resolve before you start writing to ensure you’re
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Write More Compelling Emails With Organic Search Data

Email marketing is still one of the largest distribution and engagement channels for content marketing efforts with more than half of marketers  sharing content through email newsletters, according to CMI. Like all of content marketing, the challenges of successful email marketing campaigns center on getting audience attention in a busy and crowded space. Improved Open Rates and Click Rates Email campaigns, no matter how well planned, won’t be successful if the intended audiences never read your content. Getting audiences to engage in email marketing messages means that we must overcome the first barrier to engagement, opening the email. Once we’ve cleared
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Use Content Grouping to Track Content Performance

How effective are your content marketing efforts? How do you measure content performance? How do you really understand your audience and how they’re engaging with your content? If you’re tracking each piece of content separately, you’re not getting the answers to these questions. Measuring the success of content marketing efforts is too difficult, time consuming, and ineffective at the individual content level. Instead, track content performance and understand the efficacy of your marketing efforts by creating content groups. Content groups can be created to reflect how you need to understand your audiences, messages, content types, marketing channels, and how your
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Recycle, Reuse, and Renew Old Content to Boost Your SEO

Have you ever had an older piece of content start performing well on the search engines and suddenly you felt like you just walked outside wearing flowery bell-bottoms and carrying a boom box? Although you’re glad to have the site visits, you realize that visitors to that content may leave your site with the wrong idea about your current solutions and product or service offerings. You know you can’t just ignore the fact that outdated or incorrect information is being consumed and possibly shared with your audiences. So, now you’re faced with a decision; either create a new piece of
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The Happiness Factor in Content Marketing

How much does neuroscience influence your content creation strategies? Maybe more than you think. When we attempt to evoke emotional responses through our content, we’re employing tactics to capitalize on what neuroscientists already know, that decisions are made at an emotional level. In the early 1990’s Neuroscientist Antonio Damasio studied patients with brain lesions who were unable to feel emotions. What he found was that those same patients were also unable to make decisions. Relying on logic alone, his patients could describe situations in logical terms, but were unable to make the final decision. According to Damasio, “Emotions and the
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Create Better Personas to Deliver Relevant, Targeted, Impactful Content

The proliferation of content and the availability of more granular data have created an atmosphere where marketers must understand more about their audience than just their business title and industry. Successfully competing in the ever-expanding content ecosystem requires that marketers know their audiences well enough to understand their preferences and deliver targeted, impactful, relevant, and even sharable content. Enter content personas, profiles of people likely to buy your product or influence the buying decision. Instead of telling the story product teams want them to tell, marketers are looking at what their audiences want to hear. Taken one step further, some
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How to Find Fresh Content Ideas Your Audiences Will Love

Have you faced content burnout? If you find yourself staring at a blank screen with a blinking cursor and wondering what you’re doing there, you’re not alone. Although a majority of brands are now implementing a content marketing strategy, 70% of marketers feel their efforts are not effective, according the Content Marketing Institute. Difficulty measuring results and finding messages that are relevant and unique are among the challenges faced by content marketers and creators. Even the best storytellers among us struggle with finding new content ideas that are relevant enough to convert audiences and enthuse customers. Using search data, competitor’s data,
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5 SEO Best Practices Every Marketer Should Know and Use

Leaving the SEO recommendations and website optimization tasks to the SEO team is great for those marketers who have a responsive SEO team that has the time to optimize every blog post and landing page marketing creates. Unfortunately for a large percentage of marketers, this just isn’t the case. Instead, marketers are finding themselves looking at the backend editor of their blog posts and landing pages and wondering how to improve findability now to help reach marketing and corporate conversion goals. I know, I know, I hear marketers out there groaning already, burdened by the overwhelming number of things they’re
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Getting Heard With Video and Podcasting 10 Steps for Getting Started

Although video and podcasting are not new to marketing, some of the channels are changing as Facebook tries to nudge in on Google+ and people are consuming more content on mobile devices. Including video and podcasting as part of the marketing mix is something some marketers are doing well and others are still working to improve. Regardless of where you fall in that mix, there are always things to improve and ways to make sure you’re keeping your video and podcast content on point. 10 Steps To Start a Video or Podcast For Your Brand Create content for your audience
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