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Content shock re-visited, the content marketing myths and realities

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They realize that producing content is a great way to increase awareness for their agendas and brands. Perhaps they’ve read my book  The Content Code , which articulates this very strategy. I was incredibly disappointed my article didn’t make the cut. In any event, the cost of producing this content is going to go up, up, up. Content Shock is certainly here to stay.

Why content is your enemy and experiences are your friend

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“When we create material for our customers, we never call it content,” he said. “Content has become the enemy.” “Content is like a food buffet that feeds Google,” he continued. This is what Jeff said: “In order for us to succeed in this content revolution we have to control the environment.  We’ve created a thought leader salon.

The greatest content marketing case study in history

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By Mark Schaefer. I was going through some old files from classes I taught years ago and came across the most beautiful and wonderful content marketing case study. The greatest content marketing case study. Here’s why I love this piece of content so much. ” The basic art was user-generated content. B2B content at that. Here we go. Hello. Right?

The five great questions of content marketing

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These five content-related posts stood out as the great questions representing the minds of the conference attendees: 1. Breaking through the noise. “We can create ‘great’ content, but how do we guarantee it is seen? Seamless content creation. want to make sure we all seamlessly collaborate on content creation.”. 4. By Mark Schaefer. Competing funding levels. ” 5.

A Content Formula for Complex B2B Organizations

Content Marketing is essential for anyone who wants continued success and growth

The uncomfortable state of content marketing metrics

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In a post titled Content Marketing – It’s About to Get Weird , my friend Joe Pulizzi revealed disappointing findings from an annual research survey. Here’s Joe goes on to paint a hopeful picture of content marketing’s future by plugging this problem into the Gartner’s “hype cycle” model. Fixing the content marketing problem. It sucked.

Should your content generate leads or relationships?

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His business goal was to generate an ever-increasing number of leads from his company’s blog content and he wanted my ideas on what they might try to kick the number up. “Should your content be aimed at building short-term leads for cold calls, or for building real business relationships?” Should content generate leads or relationships? ” I asked.

Five new content forms rocking the marketing airwaves

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When I wrote about this idea of Content Shock — the idea that content marketing becomes less sustainable as a strategy as the amount of competitive content increase — I predicted that there would be new innovations in content forms. Text messaging integrated into content. By Mark Schaefer. Here are five that caught my attention. link].

Content Shock is here. Now what?

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About two years ago, I wrote a blog post called Content Shock: Why Content Marketing is not a sustainable strategy. The premise behind Content Shock is simple. My post was a call to arms, pointing out that what worked in content marketing a few years ago — when content was a novelty — will not work in this era or overwhelming information density.

B2B Marketing Trends for 2016

They expect content to be relevant, easy to find, and mobile- friendly. B2B marketers are expected to use that data, in combination with new tools for content. relevant and carefully targeted) content. Collaborate with industry influencers: marketers must creatively build advocacy and content amplification outside the company as well. content. B2B Marketing.

Why we create crap content: We’re afraid

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It occurs to me that this sort of elitist arrogance is precisely why so many people create crap content. We create crap content because we’re afraid. The social media/ content world is one of immense pressure for conformity because we want to fit in so we are invited to speak at an industry conference. By Mark Schaefer. Afraid of getting fired. Afraid of being wrong.

The business case for unbranded content

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In this age of overwhelming content, our consumers can steer around what bore them. You could have a massive marketing budget and team of writers and designers, but if no one engages enough to share your content and ideas, then it’s just not working. Why would you create content and not even take credit for it? Using unbranded content when branding is impossible.

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28 Super Easy Tips on How to Promote Your Content

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Content distribution has been a BIG topic here on {grow} and around the social sphere. As Mark’s book, The Content Code  explains, “great content isn’t the finish line, it’s the starting line.” Here are 28 tips on how to promote your content online. Promote Your Content On Social Media. Promote Your Content To Your List(s).

The strategy behind the content

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At the end of each year I reflect on what I need to do more of or less of … what is working now and what will be working in the coming year. A lot of this reflection is spent on the time I spend creating content. thought I would share for you my strategic view of the strategy behind the content streams going into 2016. Content has no value unless it is seen and shared.

How to Leverage Content Marketing to Power Your B2B Marketing Automation Funnel

And content fuels it all Generate more leads. Better leads. Engage customers, increase upsells, boost revenue and save precious time -- these are the benefits of marketing automation.

Why it’s a very good sign that people don’t read your content

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Over the past year, I have really enjoyed delighting audiences with tales from my book The Content Code. And my favorite story from my speech goes like this: When I started out as a blogger, I had no idea what I was doing. I was working so hard, and creating content that was pretty darn good. There are a lot of reasons why people share content, but there are three big ones.

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Use This Agenda For Your 2016 Content Marketing Plan

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As social media becomes less shiny, many of our clients are realizing that social media success relies on having a content marketing plan. While we’ve been hired to come in and “do” social media, our constant gentle push about sharing stories through original content (read: the RIGHT content for our customers) is finally being felt. Content Gaps.

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Does every business need content marketing? A reality check.

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Does every business need content marketing? Sometimes in tough competitive situations you survive to the next year by cutting a penny per unit on a long-term contract instead of investing in epic content. This week I came across a quote from a speaker at the Content Marketing World conference: “Content marketing works every time, for every business, in every industry.”

8 Strategies to stand out when you’re late to the content marketing game

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Content budgets are soaring, content output is exploding. If you’re the first one to dominate a niche with  your content, you’re one of the lucky ones. You’re probably keeping a stranglehold on your leading position by publishing relevant, helpful, and interesting content on a consistent basis. Vary the content type. Try a new content form.

Why B2B Content Strategies Are Paramount for Generating Quality Leads

Generating demand and ensuring the consistent flow of high-quality, actionable leads is what makes B2B marketers successful

5 Reasons most content marketing is FAR behind where it needs to be

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These are people who go to work every day knowing they need to move content like their careers depended on it … because it does. recently attended a conference on the future of technology and journalism at Columbia University’s Pulitzer Graduate School of Journalism  for a glimpse of the cutting edge of content marketing. How are you approaching content today?

One easy tip to increase content sharing immediately

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In this world of extreme information density , creating great content is certainly no guarantee that anybody will see it. We need to focus on content ignition — techniques to get our content seen and shared. Obviously every piece of content on the web needs to have social sharing buttons associated with it. You are going to all this trouble to create great content.

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Using psychology to make your content relevant

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In order to be relevant you have to depend on these three things: Content , Context , and Contact. Content. In order to successfully deliver a message that will force people sit up and take notice, you must remember to create content that communicates your message effectively. These questions will jolt someone out of their habituation and start to see your content as relevant.

A new process to quantify content marketing success

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This post explains an exciting new opportunity for content marketing measurement. Just a few years ago, Internet content was a novelty, and consumers spent endless hours discovering new sites. content marketing measurement process. Publishing content is no longer the finish line – it is the starting line.  Content that isn’t seen and shared creates no economic value.

B2B Marketing Trends for 2016

They expect content to be relevant, easy to find, and mobile- friendly. B2B marketers are expected to use that data, in combination with new tools for content. relevant and carefully targeted) content. Collaborate with industry influencers: marketers must creatively build advocacy and content amplification outside the company as well. content. B2B Marketing.

A solution to the content marketing measurement puzzle

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Here is a common question I hear from many of my clients and students: My boss is looking at the leads we generated on advertising versus social media or content marketing and is questioning why he is putting money into content instead of doubling down on ads. Content is the catalyst. When people subscribe to your content, they are saying “Please market to me!”

The current state of the content marketing ecosystem

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The content marketing industry experiences ebbs and flows just like any other field. That’s why the team at CopyPress interviewed freelance creatives, in-house marketers, and agencies and came up with an interesting  State of Content Marketing report. Since it’s been around (formally) for less than a decade, the industry is relatively young.

Four profound marketing megatrends for 2016 and beyond

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If you are only focusing on producing content, you’re already behind. The fight to overcome Content Shock is the most impactful force in our field since the dawn of the Internet itself. Strategies to not only produce content, but to get it to ignite and be seen in this environment. Content forms — How do you make your content even more remarkable?

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Break the mold: Why content marketing needs to be like a chalupa

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A few weeks ago, I wrote a blog post called “ 5 Reasons most content marketing is FAR behind where it needs to be.” It’s unlikely that a content strategy that worked five years ago will work today. We need to look to the fashion industry for content inspiration … and maybe even Taco Bell! The content chalupa. Foremost is Content Shock.

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B2B Marketing Trends for 2016

They expect content to be relevant, easy to find, and mobile- friendly. B2B marketers are expected to use that data, in combination with new tools for content. relevant and carefully targeted) content. Collaborate with industry influencers: marketers must creatively build advocacy and content amplification outside the company as well. content. B2B Marketing.

Case study: Small business content marketing success

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Most of this growth is attributed to our content marketing strategy. It wasn’t until 2012 that we started a content program that led to high growth with little cash outlay. Small Business Content Marketing. I had read enough online to know that social media and content should play some role in our business but I could not connect the dots. I Share Your Content.

Facebook content strategy is a time bomb for inbound marketing

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Inbound marketing is a term coined by Brian Halligan of HubSpot to describe a way to promote a company through blogs,  podcasts , video, eBooks, newsletters, social media marketing , and other forms of  content marketing  which serve to attract customers. The economics of the social media platforms like Facebook and LinkedIn are also driven by content, but their metrics are different.

What are the most reliable content channels to connect with customers?

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I recently had a chance to hear entrepreneur and author  Joe Pulizzi speak about his wonderful new book Content Inc  and my mind was buzzing over some of the interesting new ideas he presented. One of these topics was a discussion on the most reliable ways to deliver your content. When you first start publishing content, it might feel like you are simply tossing it into the wind.

Learn to create effective content by putting it through the RITE test

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Here’s a proven method to consistently create effective content: Put it to the RITE test. If you create content that hits at least three out of these four angles, you’ll be spinning gold my friend. Can you create content about everything you’re interested in? Now, that’s not to say you can’t bring your hobbies and interests into your content. By Mark Schaefer. Relevant.

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The B2B Demand Gen Marketing Playbook

To build integrated, data-driven programs, demand gen marketers need diverse, compelling content at every stage of the buyer's journey

How your personality aligns with social media content types

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believe there is some alignment between where you choose to publish and your personality type. A few data points to illustrate my theory: I marvel at the people creating fun and effective content on Snapchat. To truly stand out in 10-second content chunks, you have to be part news anchor, part comedian. The social media content form I love best is blogging. By Mark W. Schaefer.

Four marketing mega trends nobody’s talking about

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Content Marketing Re-constructed. If you are operating under the idea that what worked in content marketing last year will work this year, it’s time to update the perspective. These trends will be forcing dramatic change: Information density — You have undoubtedly seen the dizzying statistics about the amount of content flooding the web. Content in the cloud.

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Building a personal brand? Here’s why you need to ignore SEO

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When you optimize content for SEO, by definition you are trying to “own” the most common keywords and phrases. If you ignore SEO and focus on creating content that is your own and exceptional, you become a beacon. That may seem like strange advice but let me explain. If you become obsessed with SEO, you become just another dog fighting over a bone.

In case you missed it, the best marketing posts of 2016

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Reasons most content marketing is FAR behind where it needs to be. The most popular guest post this year came from Brooke:  Use This Agenda For Your Content Marketing Plan. This is the episode you liked the best this year: The silver lining in the bad news about content marketing. Why content marketing needs to be like a chalupa. By Mark Schaefer. really have no idea.

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8 Ways to Create More Effective Lead Generation Programs

Explore key areas you should focus on with your content syndication strategy in order to help you get the attention of your target audience and build trust