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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.

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.
We all know content is king in this modern age of SEO. So, anticipating a quick boost in sales, you created a new blog post and, sure, it’s absolutely epic. Then you pressed the “Publish” button in the CMS and…well, pretty much nothing changed. But why?No doubt, every king needs a queen to rule in peace and harmony. The same is true in the digital kingdom — even articles with great potential tend to be loners if they’re not properly distributed to end users.
Recently, I shared with you some of the core elements of an effective  video marketing strategy.But chances are, now that you’ve got your strategy down, you’re left wondering how you’re actually going to make this happen.After all, you’re (almost certainly) not Michael Bay, and you (very likely) don’t have the budget to create a Hollywood blockbuster for your business.
I admit it. I am addicted. For some people, it‘s TV. For others, it‘s football. Not me. When this blog post goes live, even as you read it, I will be obsessively checking out the “score“ on Sharetally. I love to see how much reach my content has on social media.You should, too.I am not saying you should be as addicted to it as I am, nor that you need to watch it spread. That really does not matter.
Strap on your seatbelts and get ready to delve into the world of video marketing. According to Hubspot experts, video marketing is here, and it’s here to stay:There are plenty of great reasons why video marketing consistently comes out ahead: Videos increase people’s understanding of your product or service by 74%. 26% of Internet users look for more information after viewing a video. 80% of Internet users remember the video ads they watch online.
 As marketers get more serious about mobile and social, content marketing has become a given. In fact, according to the Content Marketing Institute, 88 percent of B2B marketers used content marketing this year. But the content marketing feeding frenzy has also left many marketers scratching their heads when it comes to figuring out which measurements matter.Here are a few ways your measurements might be misleading.
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