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June 27, 2017
Know Thy Audience
As organizations start up their content marketing plans, there's often a lot of excitement over a new product, solution, or competitive positioning. Maybe you have a great campaign and are eager to launch it into the universe. This enthusiasm to tell the world about your company is great but, unfortunately, for some organizations, such efforts are "all about ME" and say nothing about the audience, i.e., the customer. The maxim Know thyself is critical, but content marketers need to also...
June 1, 2017
Two Sides of the Content Relevance Coin
As noted in my previous post, “Why is Content King?” the Internet and the era of digital transformation has increased exponentially the volume of content created and consumed, changing how customers search, buy and communicate today. Viewers watch nearly five million hours of video each day on YouTube, and share 300 hours of video – every minute. In that same minute, more than four million text messages are sent in the US alone (Forrester Research) and The Weather Channel receives...
May 15, 2017
What Content Marketing is Not
The Content Marketing Institute defines content marketing as “a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly-defined audience – and, ultimately, to drive profitable customer action.” Simple enough for everybody, right? Well, unfortunately not. While this definition seems quite clear, precise and eloquent, a lot of folks approach content marketing with misconceptions about what contenting marketing is and how to implement it. Let’s examine a few content marketing myths and debunk them to help...
April 7, 2017
Why is Content King?
There are two main drivers that make content “King.” The first one is quite obvious to everyone, and that is the Internet. The Internet has changed business models and leveled the playing field for all businesses since the mid-90s, allowing small companies to look and act like bigger businesses, and large companies to become more intimate with their customers as only smaller businesses had been capable of doing. It has created new economies of scale (Uber and Airbnb, for example, in the new...
March 17, 2017
In Search of the Content Pot of Gold
The colors of a rainbow are typically thought to comprise the wavelengths of light visible to the human eye. There are actually more colors in a rainbow than there are atoms in our bodies, and what we can perceive is only a tiny fraction of the light encoded in the Universe. Luckily for us, the 1 – 100 million distinct colors we can see provide for a pretty amazing view of the world! In similar fashion, we should approach our...
March 9, 2017
The Power of Repurposing
Organizations often create great content but unfortunately it doesn’t have a long shelf life. A few brilliant flashes announcing the content’s launch/availability may catch your audience’s fleeting attention but inevitably, the content will fade back into the dusty – and forgotten -- archives. While you want to maintain the relevancy of your content, previously published content – white papers, videos, case studies, blogs, brochures infographics, customer testimonies, etc – may still contain great insights. Repurposing content is not just about recycling...
February 27, 2017
5 Content Marketing Mistakes to Avoid
Simply defined, content marketing is a strategic approach to creating relevant and consistent content. It’s targeting a specific audience with the right message, in the right channel and at the right time. Organizations – from small business to large enterprises and major brands – are embracing content marketing; in fact, 86% of B2B marketers report that their organizations are using content marketing, and 70% of them are creating more content than they did one year ago, according to the Content Marketing...