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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.

When I first started out at my current company, I was faced with clients that were in industries that I knew nothing about — enter cloud servicing and lease software. My confidence as a writer suddenly went from a 10 to a 3. How was I supposed to write for these clients that I knew nothing about? How was I supposed to create content that would captivate their readers who were well-versed in this obtuse industry.
As a startup entering “super-growth” last year, my company, L&T Co., started hunting out the best tools to help us manage our content, clients and writers in a more efficient way. We found two that have not only proven indispensable to us, but will help any marketing department or agency boost productivity, motivation, and most importantly, offer clients as much transparency into the daily workflow as you wish.
Last month, my car window fell into my car door. Pushing the window control resulted in all sorts of grinding. Awesome. Being the do-it-myself type (and also cheap), I headed to YouTube to figure out what broke and how to fix it. My search quickly let me to a video published by an auto parts website. A few clicks, and I knew how to replace my window regulator and was able to order the part.That is content marketing done right.The company provided me with valuable information that I needed.
Michael Scott, Ron Swanson and Donald Trump all have something in common besides their nice haircuts and good looks — they’re boss at being the boss. When it comes to the world of content writing, there’s so much competition.There will always be better blogs, better products and, yes, even bosses with better mustaches than Swanson’s. How can you make your content stand out from the crowd?
First it was hits, then page views, then unique visitors. Now it’s engaged time, attention minutes and brand lift. Content measurement trends are forever changing, yet perpetually flawed.At my content marketing company, we often hear questions such as “How do you know if the content performed well?” “What would you consider a successful article?” and “Can you make this go viral?”Here’s the short answer: It depends.
If you work in email marketing too, you’ll understand me.Google has given me a very tough time since they launched their new version of Gmail with different tabs for social media, updates and — the most-debated among email marketers — the promotions tab. That was back in May 2013, and we all had some level of hope that the new feature wouldn’t be that catchy.Then came October 2014, and our second blow in a little more than a year: Google Inbox.
You set goals for traffic, new followers, backlinks and social shares. You created a content calendar filled with engaging topics and titles that will keep you and your copywriters busy. You have a plan, you’re organized and you have every intention for the interconnectedness of your future on- and off-site content assets to look like this:(image source: http://i.imgur.com/SAqMEmj.
It’s no secret that marketing has evolved a great deal over the past few years.Five years ago, demanding a thorough justification for marketing budgets was almost as ludicrous as asking a 12-year-old to prove that intelligent forms of alien life exist.Fortunately, times have changed and now brands are actually able to see where their money goes at the end of a campaign.
You may have developed your own system in creating content for your website or blog. Below is a sample of your content creation workflow.
Nobody likes a “set it and forget it” attitude, so why are you doing it with your content?Content marketing is about creating valuable and engaging content that aims to drive customer interaction and interest in your business – But the reality is that not everyone is interested in the same type of content, even if they are interested in the same topic. 
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