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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.

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.

How do you build a content strategy when a market is already littered with “experts?”

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How does a brand build out a content strategy that can feel trustworthy and reputable, while still maintaining the brand’s identity and helping to improve ROI?”. A big question. Here is the process I would go through to help this marketing professional navigate in a crowded content market. So the first step in a content strategy is to make sure there actually is a strategy.

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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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150 Content Marketing Tips

Drive traffic—and leads—with these tips for SEO, social media, content optimization, email marketing, and more

Why “rich content” is central to your social media strategy

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Today I’m going to explain that not all content is created equal … that there is a certain kind of content you MUST have in your marketing strategy. lesson in rich content. First — as you know by now — that there is only value in content if it “moves.” lesson in rich content. But first, I need to tell a story. Twitter? LinkedIn?

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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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.

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).

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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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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Evangelizing a Content Marketing Program

ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY1 The Ultimate Content Strategist. Playbook No. 1: Evangelizing Content and Setting Yourself Up for Success Copyright © 2015 Contently. contently.com By Joe Lazauskas ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY2 I. Content Marketing: Why 7 IV. Content Marketing: When 12 V. Content Marketing: How 17 VI.

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.

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?

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.

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.

Content Marketing Playbook: Strategy and Roadmap

ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY1 The Ultimate Content Strategist. Playbook No. 2: Strategy and Roadmap Copyright © 2015 Contently. contently.com By Joe Lazauskas ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY2 I. Conclusion 31 Table of Contents ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY3 In 2008, General Electric CMO Beth Comstock had just.

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!”

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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Four ways Facebook Instant Articles will dramatically impact marketing

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Something important is about to happen, and the impact on content marketers will be profound. WordPress powers more than 25 percent of all websites, according to Facebook, so making it easier for WordPress users to sign up for Instant Articles will certainly open the floodgates to an incredible new wave of content. Closely linked to distribution and content discovery is monetization.

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.

Staffing and Launching Your Content Marketing Program

ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY1 The Ultimate Content Strategist. Playbook No. 3: Staffing and Launching Your Content Marketing Program Copyright © 2015 Contently. contently.com By Joe Lazauskas ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY2 I. Staffing Your Content Team 24 VI. Pros, Cons, and Costs of the Top 10 Content Distribution.

Sponsored content and the economics of trust

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But it all came crashing down this week when I saw two little words under one of their new posts: “sponsored content.” But how is sponsored content different from taking money for an ad? began to reflect on why this produced such a reaction, and the unintended risk of sponsored content. Sponsored content on the rise. The psychology of sponsored content.

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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.

Putting content marketing on time out for a moment

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Are you in the content marketing business, or are you in the content creation business? Let’s take a time out, breathe a deep breath, and consider a more holistic idea of content marketing in a digital world. Last week I saw this provocative and interesting blog post title: “The Top 100 Blog Posts About Content Marketing in 2015.” Is there a difference?

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The dangerous confusion of sales and content marketing

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Sounds a lot like content marketing, doesn’t it? Why you should be worried about content marketing. Frankly, I’m worried about content marketers. Try this: Google “how to create a content calendar” and tell me how many answers you get. Sometimes all you want is a burger, hold the content. Does content really contribute to sales? We just want the content.

Advocate Marketing Creates B2B Relationships That Lasts A Lifetime

Citations@forrester.com or +1 866-367-7378 Forrester Research, inc., 60 acorn Park Drive, Cambridge, Ma 02140 USa +1 617-613-6000 | Fax: +1 617-613-5000 | forrester.com table of Contents The Digital Age Raises The Importance Of. Beyond quantity, advocate content and interactions are more valuable because buyers see them. What they love is exclusive access to content, events, and.

Research shows content engagement is disconnected from brand goals. What’s next?

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But for many companies who have been toiling at the content mill for years now, this is simply not enough. Once we have proved that we are creating “activity” with our content, we must face this truth: Engagement is a poor indicator of content value. How do we unravel this mystery of the true impact of our marketing content? Reach. Brand resonance. Reaction.

Research proves there is still a place for long form content

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In fact, people do spend time with longer-form content, even in the challenging reading space of a smartphone screen. They concluded that long form content still has a place in a short-attention span world. Among the key findings: Across every part of the day, readers spend about twice the time with long-form news content on their cellphones as with short-form.

If you stopped publishing your social content, would anybody notice?

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By Brooke Ballard, {grow} Contributing Columnist If you’re like me you don’t ever feel comfortable with your social media content publishing schedule. What does this mean for the “little guy” and our social content? Do we curate content or only share our own, original pieces? I’m genuinely very curious to hear what you {grow} readers have to say.

Keeping your content promise, even when it hurts

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The same week I had some content fall through. really needed my friend’s content for my blog that week, but I decided not to run her post because it was good but not great. The imperative of trust and content. You may not agree with me, you may not even like me, but my content will be something that is real and interesting. The content promise under attack.

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Content Methodology: A Best Practices Report

Content. Practices Report Copyright © 2016 Contently. Why a Content Methodology Is Needed III. Culture of Content: The Foundation. for Content Methodology IV. Components of a Content Methodology V. Create a Content Plan VI. Contents “ If you want to learn. content possible based. the content creation and. Competitive Content.

The art and science of developing an enterprise content strategy

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There are few companies that are more serious about serving customers through a diverse content portfolio than Dell is. But how does a company develop a comprehensive content strategy that serves millions of customers and thousands of enterprise-level partners? Kevin Green explains how he leads one of the most complex content-juggling acts in the business world. Mark: Agree.

The future of content marketing strategy

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In terms of leading content innovation, there is no better leader to observe than Jay Baer of Convince and Convert. In the past 24 months Baer has introduced rapid short-form videos, a new curated content property, five new podcasts and flurry of new publishing innovations on channels like LinkedIn and Facebook. How to maintain a cost-effective content creation strategy.

Podcasts and advertising: Meet social media’s new super power

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About one-third of all smartphone owners block the ads that make all that great free content possible. probably consume more content than ever. Our content is free because of their generosity. BuzzSumo is the world’s best way to discover, analyze and amplify your content. Check out BuzzSumo’s powerful technology to look at the hottest content trends down to the hour!

How to achieve flow when you create content

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” When I was writing my book The Content Code , it happened to me. Translating this to the content process. The typical content-creating process is not ideal for flow, is it? You don’t really have a goal in mind because you’re not even sure what impact your content is having. You create content when you can. Have you ever achieved “flow?”

Content Marketing 2016: Staffing, Measurement, and Effectiveness

Copyright © 2015 Contently. contently.comBy Jordan Teicher Content. Contents GOING LONG: HOW 5 B2B TECH BRANDS BUILT VALUABLE AUDIENCES THROUGH HIGH-QUALITY, LONGFORM CONTENT CONTENTLY3 Brands aren’t just publishing. Introduction 4 Content Marketing 2016: Staffing, Measurement, and Effectiveness Across the Industry Red Bull has long been the strongest example of this.

Does creating content make you dumb?

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Something I have been thinking about lately … does being a prolific content creator put you at a competitive disadvantage? read someplace that only 2 percent of the people on the web are content creators. The rest are simply consumers of content. The content creator at risk. have built a successful business entirely through content.

Recovering from my complete content marketing failure

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by Giuseppe Fratoni, {grow} Community Member. I am a content marketing failure. Despite following what I thought were all the best practices, my last year in the content marketing trenches has been a complete fiasco. The content marketing failure begins. About this time last year I started a blog, which was meant to be the hub of my content marketing strategy.

Beyond Content Shock: The defining trend of 2015 is Content Ignition

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In late 2012 we hired a full-time community manager and content producer. This is an extraordinary step and a huge commitment to content marketing for a company with only 17 employees! The more we spend on content marketing, the worse the problem gets it seems. This is Content Shock happening right before our eyes. need to focus on new content distribution strategies.

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12 Ideas to Ignite Your Content NOW

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In this red-hot competitive marketing world, “content” is not enough. The focus needs to  shift from writing to igniting –  content ignition ! If our content never moves, if it simply sits on a website without any views, shares, and engagement, it has about the same value as the world’s greatest movie script locked from view in a cold, dark vault. Wrong.

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.

The new “liquid” model for content marketing strategy

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I had a great conversation with my friend Jay Baer recently and he commented that he didn’t know what the “spine” of his content marketing strategy should be any more. There is an expectation that your content will be published and discovered everywhere.” more useful model for your content strategy might be represented by an American football game.

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