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This post is one I wrote as my contribution to a fantastic resource for content marketers called the Grande Guide to B2B Content Marketing , released by Eloqua this week. The whole guide is embedded below, or you can download it for free from Eloqua here . Sometimes, I get a little fed up with this whole “every company is a publisher” business. The truth is that some companies just don’t have the chops for it. So, you shouldn’t even think about producing content as a cornerstone of your marketing if … 1.
Have you heard of the attention economy? It’s the reality we live in today. It’s a system in which time is our most powerful and scarcest resource. Then how do you find the time to create content when you have real business to take care of? Surely, this is a challenge you have encountered many times.
As inbound marketers , we are constantly producing new content to engage and entertain our followers. From blog posts to videos to status updates, we marketers must make sure we're creating fresh content on a regular basis. And as you likely know, creating content that is remarkable can take hours of thinking, writing, and editing. So how can you save some time in this whole content creation process ?
So you want more Twitter followers, eh? You want to increase your 'likes' on your Facebook business page ? Social media sites make great tools to engage prospects and customers as well as share content and messages about your brand. Since as a marketer, you're primarily using these tools for promotional purposes, you need to make sure you're attracting new fans and followers through content and campaigns that will attract the types of prospects your brand wants; followers that may be interested in what your business has to offer and will actually want to engage with your brand. Below is a list of 5 awesome examples of brands that have effectively used social media to engage with their fans and followers in fun, unique, and brand-centric ways.
In order to survive in today's attention economy, you need calls-to-action. They have the power to grab people’s attention and direct it to your offers. In other words, CTAs point traffic to your offers and help you generate leads.
Most marketers have realised by now that they have to swap from the classic communication approach of sending & advertising to an approach based on content. But for most people the exact meaning of that is rather intangible. In order to help, we have composed a pragmatic step-by-step plan for companies to start content planning.
MarketingSherpa reports that 60% of marketers have fewer than 10 landing pages on their website. But the more landing pages you have, the more opportunities you have to generate leads. So what gives? Well, before you generate leads, before you create a landing page, before you even craft your call-to-action, you need something to offer your leads. You know, something worth redeeming in exchange for their contact information. The problem is, creating content takes time, which might be why so few marketers are utilizing landing pages to their fullest extent.
Maybe it’s because you’re in marketing. Maybe it’s because you’re from the younger generation assumed to be digital natives. Or maybe it’s because you’re already experimenting with social media and your success has been noticed. For whatever reason, The Powers That Be have chosen you to write your company’s social media plan. Or perhaps they haven’t asked, but you know social media is big and getting bigger, and so you want to write a plan to persuade your management to get involved. Where do you start?