Too often, thoughts of content for content marketing start and end with the written word. If you broaden your view, though, you open up a world of ways to connect with your target audience. Here are a few ideas. Read the remainder of this entry »
We’ve got to come up with a better name for social media. When people hear that phrase, most immediately think of the “what I had for breakfast, aren’t my kids great, isn’t my life fabulous” world of Facebook. And that is overwhelmingly what social media should mean to many people. And that can make talking about social media to C-level executives a challenge. It doesn’t change the fact that social media can be – and is – a great business tool, both for B2B and B2C organizations. It just means that we have to do a better job of explaining to skeptical clients how social media can work for them. Read the remainder of this entry »
For content marketers, the rules for what you can and cannot share are pretty murky, but there are some guidelines that should keep you out of trouble. SEO Book’s recent piece, How To Prevent Content Value Gouging, isn’t strictly about content marketing – the focus is, not surprisingly, more on SEO – but there are a lot of analogies to content marketing, particularly when we talk about some of the low-hanging fruit of content marketing – aggregating content, reposting content, and commenting on other people’s content. (Like I’m doing now …) I’ll begin, though, by saying that I’m not a lawyer – I don’t even play one on TV – so any discussion of copyright is in lay terms, not meant as legal advise and is more of an observation about common online custom than the actual legal implications of any particular practice.
You’ve always been marketing. First it was search marketing, then social media marketing, and now you’re looking at the latest thing–the combination of search and social called content marketing. But, as with anything, there are the right ways and the wrong ways to do content marketing. Here are three kinds of mistakes we see content marketers make all the time, and ways to avoid them. Read the remainder of this entry »
Looking for inspiration? Here are a handful of very different content marketing examples worth examining. We’ve covered a lot of ground in this column over the past few months, from the importance of relationships to evaluating appropriate channels to measuring your content marketing’s effectiveness. In some of those columns, we’ve looked at examples of great content marketing, but I thought it would be helpful to gather a small collection of samples for inspiration. Here’s are 4 of my favorites. These aren’t necessarily the “greatest of all time,” to borrow a phrase from Muhammad Ali; I’ve chosen them because they represent different ways to be memorable and because I hope they’ll inspire great ideas for you to use in your own content marketing. Read the remainder of this entry »