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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.

Hello, dear SEMrush Blog readers!Today, we have with us Simon Penson, the founder and MD of Zazzle Media, a content-led digital marketing agency based in the UK. Simon is an accomplished content marketing specialist with ten years of media experience, as well as a former journalist and an editor.This interview was inspired by Simon’s new e-book Content Marketing Campaign Planning eBook – a comprehensive guide that can answer a lot of questions.But new knowledge gives rise to new questions.
By performing ongoing SEO and content marketing for a UK-based e-commerce site selling products within the auto niche, we made major improvements in six months with a limited budget.The Ultimate Metric:There are a lot of numbers one can share with regard to the digital marketing progress, but the number that matters the most is the ROI.
I’m attracted to data. No, not in that way, ya goof! When it comes to finding insights and making decisions, I naturally gravitate to a structured, well-presented analysis of data points versus a compelling individual case of the human side of a problem. Stories are just so prone to bias that I have come to doubt the relevance of a good one as the foundation for an argument. But that doesn’t mean we should exclude stories when trying to prove a point.
 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.
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