Yes, Content Must Be Managed Internally As Well Peter O'Neill here. My first report on content management came out last week and it has already generated several conversations – please keep those comments and inquiry requests coming. Content management was also a significant part of a one-day workshop I delivered to a client in Lisbon last week. Another talking point from the report is the link between creating content and keeping the sales force informed. As shown above, marketing will be communicating with prospects during 70% to 80% of the buyer’s journey. But it also raises a new responsibility to marketing – make sure your sales colleagues go to their client meetings fully informed of all interactions with the brand they represent. Agree? Always keeping you informed!
Why Every Business Blog Needs Evergreen Content When it comes to the different types of content you can publish on a business blog , there is a world of possibilities. But among all those variations of blog content is a very important one that often gets overlooked. That, my friend, is evergreen content , and every blog could use some. In this article, we'll dive into what evergreen content is (and isn't), why it's so important to the success of a blog, and how you can effectively leverage it for your business. What Is Evergreen Blog Content? Just like the name indicates, evergreen blog content stays useful season to season, year to year with little or no need for upkeep. Timeless: As mentioned, content that is evergreen stands the test of time. But we're talking about the web here, right? Why Evergreen Content Is Crucial Okay, so now you have a better sense of what makes certain blog content 'evergreen,' but you're probably still wondering what all the fuss is about. Examples of Evergreen Blog Content Step 2: Update Content
iQ by Intel Entertainment Tempest Tech: Shakespeare Doth Digital Tech Innovation Drone Data Sparks a New Industrial Revolution Health Beating Health Fitness Data Overload Education Staying Safe in Cyberspace Innovation Takes Wind Harvesting to New Heights Sports Swing! How to Sneak Strategy Into a Tight Content Marketing Operation Share When I landed my first ad agency job, all I wanted to do was write. I imagined myself at a desk, crafting headlines and taglines and brochure copy, working closely with designers, playing with words on a daily basis. But I never imagined the problems I’d run into: clients with no assets, processes that fell apart under pressure, a mismatch of expectations between client and agency, and, even more often, content that had no one to care for it once it was published on a website. That’s how I got into content strategy. On accident, like so many other strategists, I found myself trying to find solutions to these common problems and stumbling into a community that was doing the same thing. But even as I honed my own skills and convinced my ad agency to sell content strategy, we were nevertheless challenged by small budgets or clients who weren’t convinced strategy was necessary. So I developed a few ways to sneak in bits of content strategy. Start with a strategic questionnaire.
4 Content Assets To Engage Prospects At Any Stage In The Buying Cycle One of the most important aspects of increasing online conversions (particularly for B2B focused sites) is speaking to prospects at all stages in the buying cycle. A prospect doing research on a topic is at a different place than one who is looking to hire a company, and each prospect must be met at the stage where they are. Below, I describe four proven content assets and incentives to reach business buyers at all stages in their purchasing process. 1. White Papers & Webinars White Papers and Webinars are great for B2B prospects at the very beginning of their buying cycle. Done correctly, White Papers and Webinars will provide helpful information, answer the prospects questions and position your company as a thought leader in your field. 2. This brings us to the next phase in the buying cycle. Case studies have the unique opportunity of doing both. 3. Through a customized Assessment or Audit, you are now becoming more intimate with their company and their challenges. 4.
Engagement Is Not a Goal, It’s a Result Jason FallsCEOSocial Media Explorer Jason Falls is CEO of Social Media Explorer, an education and information products company focused on social media and other forms of digital marketing. A public relations professional by trade, Falls has advised Fortune 100 brands, regional corporations and technology startups since the “early days” of social media marketing in the mid-2000s. He spoke to eMarketer’s Dan Marcec about what real engagement means in the context of social media marketing strategy. eMarketer: How do companies measure social media engagement, and how does that affect their social marketing strategy? Jason Falls: It’s become apparent to me that many companies are looking at engagement as a goal. They think it’s something they have to force, but engagement is not a goal, it’s a result. “The goal should be to produce content that is so good that people have to talk about it.” eMarketer: In what ways do marketers conform traditional advertising strategies to social media?
How to Become a Better Writer April 10, 2012 • Right Source • Blogs, Content Marketing, Copywriting How to Become a Better Writer In the content marketing business, writing skills are essential. Even if you’re not a confident writer, you can become one. This post was sparked when a friend approached me: “Tracy,” she said, “I have a feeling my job is going to demand more writing soon. What a great question—and one writers of all levels should ask themselves. Read. Now you’re armed: Get reading, and get writing. Any tips to add? Interested in learning more about Content Marketing? Image Source Avoid These SEO Mistakes in Your Content Creation Efforts. Whether you’re new to optimizing your web site for search or if your an experienced pro, everyone makes mistakes—especially when it come to SEO. The bad news is that mistakes can have a significant effect on your search results page ranking. But the good news is, you can correct most of them by being informed and investing just a little effort. After all, the requirement to continually create valued content for your customers and prospects is no picnic. So after you’ve invested all of the time and effort to create great content, do all that you can to ensure that people will find it on the web. With help from Michael Torbert of All in One SEO Pack (one of the best WordPress plugins ever!) 1. Flash is a great presentation tool and can be dramatic and effective if used sparingly. 2. A splash page is a web page with a large graphic or company logo, and a link to enter the site. If search engine optimization is important to your business, forget the splash page. 3. 4. 5.