Nine in Ten Organizations Market with Content, Does Yours? Did you know that nine in ten organizations market with content? This is according to a 2010 study conducted by MarketingProfs and Junta42, B2B Content Marketing: 2010 Benchmarks, Budgets and Trends. Organizations use eight content tactics on average, the most popular being: social media (excluding blogs) (79%), articles (78%), in-person events (62%) and eNewsletters (61%). Also according to the report, B2B marketers allocate approximately 26% of their total marketing budgets to content marketing initiatives while 51% of B2B marketers plan to increase their spend in content marketing over the next 12 months. BUT, marketers are not confident in which tactics to use and are unsure of how effective they are. Marketers and business owners need more education and training in this discipline.
Content marketing experts are responding to this need with conferences, workshops and training, both in-person and through virtual events. Sarah Moraes +Sarah Moraes. Youtube. Congility : Content Strategy, XML, DITA, CCMS events. How B2B PR Will Succeed in 2011 | Marx Communications. Success in B2B PR in 2011 will in large measure depend on PR practitioners mastering content strategies. While PR has always been in the content business -- think white papers, case studies, speeches, by-lined articles -- what has changed today is that companies no longer need to go through gate keepers to publish content.
Anyone today, as the litany goes, can be a publisher. The digitalization of information has made content inexpensive both to create and distribute. Articles, newsletters, ebooks, blogs, e-magazines, videos and podcasts, are all types of content that can fall under the PR umbrella. Where the rub is going to be as I see it in 2011 will be in developing a strategy around content that coheres with your overall marketing strategy and ultimately gets people eager to learn more. Which brings me to the two buzzwords you'll hear a lot more about this year: Content Curation and One to One Marketing. How do you plan to improve your B2B PR in 2011? Content Marketing Agency | Content Marketing For Your Business. Are you a content consumer or creator? « Brian Solis Brian Solis.
InShare835 You’ll soon learn why I’m posting shorter, but more frequent posts…In the mean time, I wanted to share with you something I’ve been thinking quite a bit about these days. Think about the generation or two before us. A significant portion of free time was spent consuming media. From print to broadcast, everyday people simply digested information and content presented to them. But then, everything changed. We were gifted with the ability to share what we think, feel, and experience, on demand. You control the Information Age. There was and is something missing however. And while it’s not the same as generations before us, I wonder if we’re moving towards an era of consumption again, just under a new facade.
In all honesty, the long form of content creation is under constant scrutiny and its value is continually questioned. You might disagree with me, but shortly after the iPad was released, I sold it. Who are you? What about you that some adore that we all need to experience? Tags: How Matt Cutts Leveraged The Stack Overflow And Hacker News Communities In Redefining The Phrase “Content Farms” | Smackdown! Posted on January 31st, 2011 at 4:52 pm by Michael VanDeMar under blogthropology, Cuttisms, Google, marketing, search engines, SEO, spin A little over a week ago, on the Friday before last, Matt Cutts, the head of Google’s Web Spam Team, wrote a post on the Official Google Blog titled “Google search and search engine spam”. This post, and the upcoming changes it discussed, were most likely in response to a growing trend of dissatisfaction with Google’s results that have been cropping up around the blogosphere.
In the post Matt talks about how Google feels that things are in fact not as bad as people are saying, and that “Google’s search quality is better than it has ever been in terms of relevance, freshness and comprehensiveness.” As “pure webspam” has decreased over time, attention has shifted instead to “content farms,” which are sites with shallow or low-quality content. - Matt Cutts Whoa. I am guessing that Mr. Seriously? No kidding?
(click to view original) Is Your B2B Content Getting the Mileage it Deserves? Business-to-Business (B2B) marketers are forever chasing the challenge of publishing valuable, relevant content to their blogs and websites. And for good reason. Companies with blogs gather 68% more leads than those without blogs (HubSpot). Those who turn a standard blog into a well-produced, highly-relevant content machine may even see that number rise to a whopping 77%. But it’s not all about the almighty blog in the B2B content world. White papers remain the most effective piece of B2B marketing collateral—according to B2B magazine—with 86% of respondents finding them moderately to highly influential in their purchasing decision. Still, B2B Content Should Go Further While web content remains king, the sad truth is that so much B2B content gets lost.
They diligently work through their checklist and cover all their assigned steps. The Forgotten Audiences For example, let’s look at two examples at a CRM Software company… Content Evangelists vs. Wearing the Content Evangelist hat includes: Get ready for community content management. Last week at ARMA 2010, I saw a speech by author Geoffrey Moore, who has written several books including "Crossing the Chasm. " In his speech Moore discussed a new form of content management that was emerging from the enterprise social and collaborative sphere, which he coined "Community Content Management.
" He suggested that records managers better be prepared for this new type of content because a new world was forming right before their eyes. Something's happening here Moore said that he conducted research with AIIM (and there will be a full report released at some point), which looked at what was happening in enterprise content and document management. Sign up for our FREE newsletter for more news like this sent to your inbox! He went onto say that ARMA members--that is, the people in the room last week listening to him--were for the most part committed to records management.
Collaborative Content Systems of records/systems of engagement Community content management. Alfresco Enterprise 3.4 takes social turn. Alfresco released Alfresco Enterprise 3.4 this week with a decidedly social focus. While Alfresco CTO John Newton says the company still handles more traditional content management tasks, there is a new focus on social content from partners such as Jive and Liferay. This makes it easier for companies to manage their internal social content, and deliver content externally to online social networks as well. When Newton joined the board of AIIM last year, perhaps he didn't realize that it would help change the direction of company's content management product, but after working with author Geoffrey Moore and the AIIM board, the result was a study that identified two types of content management: "Systems of record" and "systems of engagement.
" (We covered this in an Editor's Corner last November.) While we referred to it as community content management, Alfresco is calling it "social content management.' Sign up for our FREE newsletter for more news like this sent to your inbox! 2010 B2B Content Marketing Benchmarks, Budgets and Trends. 10 Reasons Your Content Marketing Stinks And How To Fix It | B2C Marketing Insider. Popular Today in Business: All Popular Articles It’s great, right? We are all publishers and mini-media companies today. We all have the opportunity to create relevant and compelling content to attract and retain customers (content marketing). There are no barriers. Well, it’s usually not so great.
Now that we are all content creators, there is more bad content out there than ever before. For example, take the Content Marketing Confidence Gap below (full content marketing research here): 69% of marketers feel they are ineffective at delivering content through social media outlets.60% feel they are ineffective at blogging.55% videos. You get the point. Although your content probably doesn’t stick for all of the reasons below, a couple of these surely ring true. Lack of Content Marketing Goals. How It Works. Join the Community & Sign-up for the Beta Trial! Join the community of transmedia authors, producers and artists and be the first to use Conducttr to write your own experiences. Join the Community. Creating a transmedia experience with Conducttr is a three-step process: use Conducttr to describe your storyschedule when content is to be published and/or link content to interactive eventspublish your story to the Story Engine.
Conducttr takes care of the rest. It’s Your Story When describing your story, you write the characters, plot and other story content as you might usually – by tapping at the keyboard. You can also define interactions with the audience to publish content in response to incoming emails or Tweets directed to your fictional story characters. Audiences are unaware of the existence of Conducttr because they simply interact with media as they have always done – reading, viewing, commenting, linking, clicking, texting and so on.
Core Benefits The core benefits of Conducttr are: Blog. Transmedia Podcast – Wuxia Wuxia is the story of a fox and a child that go on a journey to find a whale. It’s told through a picture book and an ipad app. The experience is designed to develop the child and develop the parent-child relationship. In this podcast, creator Jonathan Bélisle discusses the design thinking and world of user experiences. Support this Kickstarter project here. And visit the story page here. Interviewed by @robpratten Download and Subscribe HERE or via iTunes Wuxia the Fox – Augmented Book & iPad app from SAGA on Vimeo. Here’s the moment our transmedia experience kicked off with a live performance! Using Conducttr we’re building a MMORPG that’s played out on social media and real life across the whole of Spain.
CANAL+ joins forces with Transmedia Storyteller Ltd., headed by Robert Pratten, to transform Spain into a huge storytelling canvas with one the world’s most ambitious transmedia entertainment experiences. This is a guest post form Krishna Stott. Analogue vs Digital. What Makes A Content Strategist? Rachel Lovinger May 29, 2009 Elasticity, immortality, telepathy… good ingredients for a CS superhero. (image via CFAGELNYC) I have this friend who’s been looking for a Content Strategist for a web design project. He’s having trouble finding someone who has all the skills and experience that he wants them to have. This is bound to happen, because the field is new enough that there’s no standard set of skills and experience for people who practice content strategy. My advice to him was to look for someone with the core skills, and then prepare them to acquire the rest on the job.
A passion for content – the written word, of course, but this should also include a love of photos, art, music, film and/or video. Other skills, talents, education, and experience— such as IA, library science, coding, writing, data modeling, design, content production, DAM, SEO, accessibility, etc. Transmedia Storytelling: The Psychological Power of Story | The Media Psychology Blog. Transmedia storytelling: the reemergence of fundamentals. You Are What You Tweet: Content & Company Define Us. As little as two or three years ago for most of us, we relied on information mainly from the mainstream media. Today, the internet is content rich (and of course has been for longer than a few years) and with “everyday” folks like me joining Twitter, Facebook, RSS feeds, etc. the content available is incomprehensible. I could go into all the stats available to support it, but since that’s not where I’m headed, I’ll skip that.
Where I am headed is this: you are defined, categorized, listed, judged and perceived by both the content you post AND the company you keep. Yes, I said that and—although I don’t have the metrics to prove it—I can tell you from my own personal experience online that it’s very true. I have tweeted “You are what you Tweet” and what I mean by that is this: If you want to be recognized for a certain type of skill, industry, vocation, cause, etc, tweet 80% of content about or relevant to that subject(s).
I’ll give you an example without naming names. Amy Howell. A Social Media Strategy is Not Enough. As 2011 gets underway marketers are abuzz about their social media strategy. It seems that everyone from your local diner to the Fortune 1000 is figuring out how they can leverage and drive sales ROI from the myriad of social and mobile platforms and technologies available. I am often surprised how many companies talk about their social media strategy in terms of apps and technology and forget the most important aspect of the overall plan--content.
Content, and the conversations it spurs, is the engine that drives social media engagement and success. Facebook and Twitter are empty vessels without meaningful content and dialog. Companies often open big with elaborate fan pages and don’t have much content to back them up, posting random bits of company news or deals, discounts or specials. While these items are of some interest to consumers, they are certainly not the makings of a two-way conversation. Don’t Let the Social Media Tail Wag the Content Marketing Dog. The title of this article is unfair. Perhaps even misleading. It may be perceived as unfair or misleading because there are some among us who believe that content marketing and social media marketing are one in the same. Under that premise, dog and tail are interchangeable, right? Not so fast, my friends (Or is it followers? Or connections? So darn confusing). While content marketing efforts are absolutely enhanced via social media marketing, content marketing can happen without social media marketing.
This is not a post about whether content marketing or social media marketing is the better investment. That being said, for those that do want a better understanding of the difference between content marketing and social media marketing, here’s a big one: it’s far easier to measure your return on content marketing than to measure your return on social media marketing. I write a blog post. That’s the path of one single blog post or piece of content. Now imagine the impact of 50 of those. The Content Marketing Handbook for Small, Medium and Large Businesses: Get Content. Get Customers.
Find Custom Publishing & Content Marketing Agencies Vendors | Junta42. The Now Revolution | 7 shifts to make your business faster, smarter and more social. 3 Ways to Capitalize on the Opportunity Economy | Social Media Book. Social Media Strategy Blog | Social Media Consulting | Convince and Convert. Content Rules. Content Marketing Tips from 5 People Who Know. The Misplaced SEO-Content Strategy Fight « Laura Creekmore. I’ve been working on content strategy and management for a good long time, so I’ve had my rounds with disreputable SEO practitioners.
In the early 2000s, there were a LOT of snake oil salesmen out there. I could tell you some crazy stories, but we all love to sit around and grouse about the other guy. To be clear: I think reputable SEO practitioners today contribute significantly to the web. For some reason, the past few days have been the content strategy vs. SEO throwdown of the century. There are posts popping up all over. I’ve got my favorites, but there are some for all sides….whether you fall on the SEO or content strategy side of the fence. But I’d argue we all ought to spend more time worrying about the problems created by spam content by Demand Media and similar companies.