Posts tagged with Content Marketing

Content marketing: four inspiring ideas you may have missed

We all struggle for content ideas from time to time, where a blank page and a deadline combine to give you a big headache.

If you’re wondering what you should, or could be writing to fuel your content marketing machine here are a few simple sources of great content.


Does your content strategy make your site ‘house’ or ‘home’?

Most digital marketers have a content strategy they would confidently defend and rightly so. Content strategies ensure there’s always something new and useful on your site for visitors and define how that content will be promoted.

The main problem with this is that something that probably started off with all the best intentions can quickly become lip service and a chore.

Keeping it fresh and relevant is a challenge.


Content trends: six things everyone’s talking about

We're nearly halfway through 2012 and there are some clear content trends emerging.

Here are the top six hot issues we’re discussing with content owners…


Successful content marketing doesn’t require a zoo

Jaguar 0412 6365a - Ross Elliot

Content marketing requires many things to be successful; luckily a Zoo isn’t one of them.

That said, you can definitely learn a thing or two from “We bought a Zoo” author Benjamin Mee.

I won’t bore you with all the details of who Benjamin is, but if you’re interested you should visit the Dartmoor Zoological Park website or watch this short video.

Benjamin’s book was published in 2008. Since then it has become a film and the Zoo has enjoyed a significant amount of interest from the world’s media.

This isn’t a typical content marketing story and it’s true to say Benjamin had a huge advantage having been a professional writer, however you can learn a number of things from his success.


The mainstreaming of content marketing: ten implications

Let's face it, content marketing has gone mainstream. That kind of sucks, really, because it used to be a hugely powerful differentiator in most markets.

Soon it will just be the price of entry. Everyone will have a rich content library, so a new eBook or video won't be enough to make you jump out from that pack of pesky competitors.

So how will the world of digital marketing change when content marketing becomes the norm for everyone?

Here are ten predicions and what you can do about them...


B2B content marketing: tips from Digital Cream

One of the key areas covered in our B2B Digital Marketing Trends Briefing is that of content marketing.

Built on the views and experiences of B2B marketers who attended Digital Cream London in March this year, one point that was recognised by all was the importance of effective content when looking to become visible on the web.

content marketing strategy

How to be sure content marketing produces sales

Most content marketing experts say, "engaging content drives sales." In reality even the most engaging blogs, Facebook timelines or LinkedIn discussions fail to produce leads and sales.

For most businesses, engaging customers creates profitless prosperity. They have impressive marketing statistics that ultimately don't directly help generate leads and sales. Businesses who DO create leads and sales using social selling seem to know something the rest of us don't.

B2B content marketing sweet spot

B2B content marketing: finding your sweet spot

In B2B content marketing, what you write about can be as important as what you write.

But there's a hell of a lot of so-called 'thought leadership' out there that isn't leading anyone's thought at all. That's because it isn't written from the company's true sphere of authority -- from the 'sweet spot'. 

If you're committed to content marketing (as I'm sure you are) it's incredibly important to think about your sweet spot and keep your content inside it.


17 tips for choosing a B2B content marketing agency

As content marketing leaps 'the chasm' and lands in Geoffrey Moore's back garden, more and more marketers are on the lookout for a B2B content marketing agency that can make them famous. 

That's a good thing. But almost every B2B agency out there is hurriedly carving a new 'Content Marketing' sign for their front door.

So it pays to have a think before you get yourself committed.


B2B Content marketing is about you AND your customers

As content marketing goes mainstream in B2B, it's becoming something of a religion. And like all religions, a lot of it is based on articles of faith that are handed down, tweet by tweet, until they're considered gospel.

To question them is to risk being denounced as a heretic and made to do any of those horrible things religions do to their heretics (many involving fire or flaying or feathers).

I'm not in the market for a flaying or a feathering but there's one article of faith that I'd like to challenge here.

The one that says, "Content marketing is not about you, it's about your customers. Great content marketing is as far from old-school, interruption-based, broadcast-style marketing as Jamon Iberico is to Pepperami".

Let's pick that one apart...

Understand your digital ocean and audience intent

The Digital Ocean: how to market to fishers and swimmers

More B2C and B2B marketers are shifting their focus towards increased digital in their tactical mix.

Understanding the digital locations of their target audiences is becoming a standard step in the creation of a digital plan, but many are overlooking the intentions of their online audiences, and adapting their tactics accordingly.

This blog introduces the concept of the digital ocean and the need to locate and market to both fishers (those actively researching products/services) and swimmers (those not looking and just ‘hanging out’ online).

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Video content: learning from the amateurs (specifically, Benton)

This probably seems like 'newsjacking'. It might be. I'll try to get to bottom of what makes ‘Benton’ so shareable. (For the record, I know it's actually 'Fenton').

People in the digital industry are obsessed with memes because they spend all their days on the internet.

And it’s obviously clear that the recreation of this level of ‘sharability’ is the holy grail for brands, who find it difficult to convince the customer to suspend their disbelief when being sold to.

Some sources point to a shared piece of content being three times more likely to be viewed than a ‘paid’ piece. Below I attempt a cod analysis of ‘Benton’, to find out what makes him so sharable, along with some famous examples of adverts and video content that apply the same principles.