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Content Marketing

Looking to advance you content marketing output? Here you'll find expert advice on how to improve your content strategy: ideas for lead-generating content, tool overviews, content writing tips, on-page SEO checklists and a whole lot more.

 There’s no denying it: content creation is a new gold rush for marketers. Our audiences like graphics on social media, watching mobile video and skimming our blogs in search of ever more personalized messages, and in an effort to meet those demands, we’ve become content factories, trying to produce original content enough to fill every channel under the sun.However, it’s possible that in an effort to give our audience what they want, we’re overwhelming them with too much too quickly.
It's been a while now since you and content got together: the early days of hanging on each other's every word and falling asleep on the phone are over. You've settled in as a couple, and while content might annoy you with ever-increasing quality standards and an insistence on constantly hanging out with friends (it seems like they're always with social media!), you've still got a good thing.
What‘s the secret of good content marketing? Posting new content on your blog 2-3 times a week. Using mainly textual content of medium length. Sharing them on your social networks automatically. Sending a newsletter to your entire mailing list full of different subjects, in order to capture everyone‘s attention.We‘re joking of course: if you believe that, then your content marketing has been stuck in 2012. The rules have changed and continue to do so.
You envisioned treating yourself to a sumptuous Kobe Beef. But as you reach out to your wallet to check how much cash you have, the painful truth starts to kick in.“You aren’t getting a Kobe Beef tonight, Joe,” you say to yourself… ”with the amount of cash you have, you’re heading to McDonald's for a $1.39 McDouble.”Life is cruel. It can be cold. So cold.That’s exactly how business startups feel at times.Let’s face it.
We’ve all been there.You’re gearing up to launch your next campaign. You spend weeks (or perhaps months) making sure your product or service is ready to sell.You’re ready to take payments. You have traffic sources lined up, to drive potential customers to your site. Your sales team is ready for calls. Your support staff is standing by for questions.Now, your final step: You create a new landing page – a sales page that will generate interest in your product and drive your first sales.
You probably wouldn’t expect the State Department to spend taxpayer money buying Facebook fans, but in 2011 and 2012, it did, spending $630,000 to “increase engagement with foreign audiences.” Superficially, the campaigns succeeded, and the number of fans increased from about 100,000 people to over 2 million.Of course, that’s a ridiculous strategy!Everyone knows that dropping cash on fans won’t increase engagement since half of them are probably bots.
At this point in my video marketing series, you know all the stats, and you’re fully aware that businesses can get good traction and increase conversions with video.The problem is, you don’t seem to be pulling those type of results – which just leaves you thinking your budget and your time are being wasted.Before you go pulling the plug on your big video marketing plans, let’s work through a series of questions that can help you troubleshoot why your campaigns aren’t performing.
If you’re running a marketing campaign for a website, chances are you are reliant on content.It doesn’t matter if you’re looking to SEO for more organic traffic, building landing pages so you can run PPC campaigns, or building an email list – we know that getting our content right is a vital ingredient.But, when it comes to targeting our money-making pages, or product content, it can be much harder to develop a content experience that stands out, both to our users and the search engines.
Because your content marketing goal is long-term gain, measuring the return is not always a straightforward process. Success indicators include obvious markers of rank, increased traffic, and conversion metrics, and should also include an understanding of social signals.Successful evaluation of your content strategy depends on a comprehensive overview of all contributing factors. Content, social media and SEO are interdependent. Success can't be measured by any single criteria.
Imagine you spend hours crafting a resource for your audience. When you publish it, not much happens. You get a few social shares, but your content doesn’t get the attention you thought it would.Suddenly, a leader in your industry shares the piece on Twitter, and then he references it on his blog. This brings in tons of visits, an outpouring of social shares and even a few links. This influencer got you the eyeballs you wanted.

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