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Transcript
Content Marketing Secrets from Modern Marketers A collection of content marketing advice from experts Content Influencer series. The Current State of Content Content marketing has become one of the most popular marketing buzzwords to date. Whether content marketing is a fad or not is unclear, but one thing is for sure: high quality, original content is vital to any marketing strategy. Original content can help brands improve their credibility, raise awareness, create trust with customers, drive traffic, and ultimately generate high-quality leads. At Scripted, we believe at the core of any marketing strategy is relevant and quality interviewing Content Influencers about curated the most valuable secrets from this select group of marketers. Enjoy! Captora On thought leadership like to create a wide funnel to attract people through thought leadership. By covering general marketing topics like content marketing, demand generation, and inbound marketing, I can help marketers be better at their job, in hope that they will trust us and eventually become a customer. It is also important to map content to your funnel so that you have content that is Dayna Rothman Director of Content applicable to your customers at each step in their buying journey The eBook Process I write eBooks I make them as easy to understand as possible bullets headings, lists, then do multiple rounds of editing. If a subject matter expert is used, I will send the ebook to them to make sure I have the content right, then send it to design. Then once sense and the ebook is templated properly. Lots of review is the key to success Content from Captora: Captora Blog Captora Content Marketing Resources Atomic Reach On connecting with your audience our audience it really is around content that speaks to them about making their content creation experience better. We do a lot of things around how to create better audience centric content. How to write to the level of sophistication of your audience? How Ira Haberman Director of Marketing themes of our thought leadership position on content marketing, blogging, audience and content creation all resonate with our audience have too much content, instead of we have enough content honing in on the appropriate content for the audience Content from Atomic Reach: Atomic Reach Blog Atomic Reach Resource Hub 42 Floors On content for lead gen We have an education center in which case we get a good chunk of our content from brokers who voluntarily ask to write articles to be in the education center. We give them exposure and linkage, and how to show their domain expertise in Bernard Huang, commercial real estate. It also helps build Growth Hacker office space? Should you go with a broker, should you not go with a broker? What defines rentable square feet footage as opposed to available square footage? How do you negotiate your Content from 42 Floors: Real Estate Education lease? What things you have to look out for if you're trying to build out your 42 Floors Blog space versus getting the landlord to build it out That content is a lot more commercial real estate specific, in which case, we've had that around for a while. Our current plan is to expand that and make it into an ebook which we can use it as a lead-generation tactic." LearnVest On measuring content looking at the number of new unique visits Carries Sloan numbers Editor-in-Chief On the most valuable content for readers personal stories of seeing how other people are struggling with money, or it. The other thing that I can point to is contrast white; and thinking about Content from LearnVest: Learnvest Life & Money Blog Learnvest Knowledge Center Zendesk On the future of content still hyper-focused on quality. We feel comfortable publishing less, as content. Especially now that I feel like really good content, evergreen content Monica Norton Senior Director of Content Marketing out there already Analytics and Content have an analytics team in marketing, which is really helpful, so they can help future. Content from Zendesk: Zendesk Resources Zendesk Blog GeckoBoard On your customers We talk to customers every single day. We have regular conversations on Skype, which is a big part of my role. I try to talk to as many customers as possible to understand what they like about us, what Sofia Quintero Growth Firestarter What are the stories around the product, how we can help them in different ways? Is this going to be helpful for anybody, is it going to be insightful, is it going to change Content from Geckoboard: Geckoboard Blog Geckoboard Resources Uberflip On the importance of headlines took a page out of book. They do this 25 headlines exercise and they brainstorm 25 headlines for every post. So we do the same. We meet every Friday and throw out ideas for upcoming posts, webinars and Hana Abaza Director of Marketing eBooks. The first time it took forever Number one: Figure out your goal and what you want to try and get out of it. Most companies know they want to use it as an acquisition channel. Be realistic. In the first six months of launching you should write the most to attract visitors and retain them Content from Uberflip: Uberflip Hub Content Marketing Hub Creative Market On advice for growing traffic for your blog start driving traffic to your blog right away. Start out by building relationships with other bloggers and writers in your space. Ask them to mention your site or content on their Zack Onisko Chief Growth Officer blog. See what you can do to write on their blog or ask them to write on your blog Finally, optimize the content in the body of your post so that when people read the headline and view the shared image in their feed, they are compelled to re-share it. Over time, if you are carefully monitoring your experiments your hard work and your traffic will compound and grow Content from Creative Market: Creative Market Blog On the biggest challenge I think the challenge is coming up with fresh, new, interesting content. I think at Storefront On making your content stand out keep it fun, personal and passionate, as well as helpful. people, but simply provide the Tristan Pollack, Co-Founder/COO in the content and product to make it easier stories of our members and how they have evolved. When we launched the Storefront site in March of 2013, we had renters and space owners, but they were in a different place. Now we can share how our members have used Storefront to sell their products better, connect with their customers, and growth their business. Content from Storefront: Storefront Blog Storefront Success Stories Udemy Our blog content is, in essence, lead generation for our paid online courses. We capture email addresses on the blog and provide opportunities for users to click over to relevant paid courses. We look for a three month pay back on our blog content. Basically, three months after we publish the blog posts we want the leads we capture from our blog posts to cover the cost of creating the blog posts. On driving ROI Any content sales and drives users approach to how we think about our content development. For instance, we might write a piece of content about Excel formulas. I want to able to promote our content, our long form courses for pay. Content from Udemy: Udemy Blog Archie Abrams Director of Growth Andy Smith On defining quality content Every audience has different goals or different definitions. It's a danger to try to apply the rules of one audience against another. Quality can be one of those things where people can spend a lot of time delivering too high quality content to an audience that doesn't go appreciated. Maybe they aren't able to deliver enough content. Andy Smith Author The Dragonfly Effect Top 10 lists, generally people click on them. There's You can overemphasize quality, but each something in there. I find, publisher would do well if they try to understand probably, one every couple of -- just as they understand what their audiences' days that I actually bookmark. needs are, in terms of problems that they solve - The fact that people have this - what their expectations are for the content almost pre-chewed content they receive. out there, that doesn't make it poor, by definition. It's a question of how you present it, Content from Andy Smith: The Dragonfly Effect and how you blend it Tablo On B2B companies writing about their industry or their market to boost their own profiles and generate leads. Publishing a book makes someone an expert in their field. One thing we Ash Davis, see a lot is people using a book as a lead generation tool, so when you type in a topic, it Founder Amazon result for your book. People find the On the future of selfthink . I think the entire publishing model is going to be flipped around. It then get rejected, and then have small commissions for someone else to sell your . start publishing the day you start writing. People will start reading and following Content from Tablo: Tablo Website Outbrain launched is an email newsletter called trending and different aspects of the content marketing industry. sharing really interesting industry trends, On trends in content distribution One trend is that consumers really are embracing this notion of discovery at the bottom of the article. I think the second major trend, is that a lot of publishers are Greg Freishtat SVB Strategic Alliances starting to look at content marketing outside of the historical Outbrain widget, so folks like Slate.com, they have a really Content from Outbrain: Outbrain Blog pervasive than simply at the bottom of the Canva On leveraging content as education of our marketing is centered around education. There are a lot of people who want to learn graphic design, and are keen to improve their social media skills. Sharing tips and tricks that are useful to users helps to get Canva Zach Kitschke Head of Communications out into the world, but also provides great value to our users We also invest a lot of energy into our weekly design tutorials and blog content. We write about topics that interest our audience, including social media, marketing and graphic design Content from Canva: Canva Blog 99designs On building a community are always trying to create content that can continuously be circulated for the inspiration or education of the community. We want designers to be referring one another to blog content for help in our support of ourselves, as well. We also want the designers we feature on the site to feel excited and proud of their own work and participation on Kaitlyn Ellison Editor the site, so any time a designer we featured gets excited or shares their article with friends, strategy is about figuring out what our on-site community needs most, and creating it for them. We have almost 300,000 designers on the site so naturally there are a lot of different kinds of designers with different levels of experience. Our goal is to provide them with educational resources and inspiration regardless of what Content from 99designs: 99designs Customer Blog 99designs Designer Blog original content. www.scripted.com (800) 797-4470 [email protected]