Tag Archive | "Content"

Create Content Success with a Cohesive Content Experience

One of my favorite things about content marketing is the ability to create an experience. Instead of buying a single ad, you can use different kinds of content to do different work strategically. This week on Copyblogger, we shared ways content can create an experience for your audience and help you strategically move people in
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How to Hook Your Ideal Prospect with Content that Connects

When it comes down to it, “content” is simply information. And in an age of information (and opinion) overload, your content can contain incredibly valuable information and still be easily ignored. This is the opposite of the “clickbait” problem. In that case, you have a compelling headline that leads to worthless information. The ideal scenario
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Working around Google Analytics to improve your content marketing

The way Google Analytics reports bounce rate and time on page leave a lot to be desired. Contributor Marcus Miller outlines two easy ways to get better data on single-page visits so marketers understand how users engage with their content.



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SearchCap: #SMXperts, Google Analytics, cutting content & more

Below is what happened in search today, as reported on Search Engine Land and from other places across the web.



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Be careful what content you cut from your site

Contributor Janet Driscoll Miller helps you determine how to make your website lean and mean without eliminating big traffic drivers.



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If Content Is a Performance, Is It Ever Authentic?

Producing more effective content that helps you build an audience of interested prospects is a common theme in my articles. In the past few months, I’ve written about ways to show how likable you are and how to make your writing personal, but not self-indulgent. And I realized that neither of those posts mentioned authenticity,
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CMWorld Interview: Peter Krmpotic on Optimizing the Content Supply Chain

Content personalization is no longer a dream that marketers have for leveling up engagement with their audience, it’s become an essential combo for winning the content marketing game. Need proof? According to a study from Marketo, 79% of consumers say they are only likely to engage with an offer if it has been personalized. And Salesforce estimates that by 2020 51% of consumers will expect that companies will anticipate their needs and make suggestions, before contact.

But how can enterprise brands scale personalization efforts in a way that is efficient and effective?

Peter Krmpotic, Group Product Manager at Adobe, has focused heavily throughout his career on scaling personalization. He alo references the content supply chain (which is a framework for viewing content production, management and scalability) as a granular way to break down different structural elements and make them more manageable.

Applying personalization to an entire content marketing operation, especially at the enterprise level, might feel overwhelming. But applying it individually to different aspects of the process, piece by piece? This feels more feasible.

Peter will be joining other high-scoring content marketing experts at 2018’s Content Marketing World in Cleveland, OH this September. In anticipation of this awesome event, we sat down with Peter for the first interview in our series leading up to the event and asked him more about his role at Adobe, the importance of content personalization and the impact of technology on personalization.  

What does your role as Group Product Manager at Adobe entail? What are your main areas of focus and key priorities?

At Adobe, I focus on content marketing, digital asset management, and personalization at scale.

Throughout my career, I’ve developed a passion for customers, their use cases and building scalable software for them.

Specifically, my interests include next-generation technologies, evolving organizational structures, and industry best practices.

You’re a big believer in the importance of personalization. Where do you see the biggest opportunities for content marketers to improve in this regard?

First and foremost, personalization is a group effort which cuts across all functions of the content supply chain: strategy, planning, creation, assembly, and delivery.

Establishing and aligning these functions with each other is the first block in a strong foundation.

What we are doing here is leveraging the centuries-old concept of “divide and conquer,” where we break personalization down into manageable stages.

Once everything is in place, the biggest opportunity lies in providing relevant data that is actionable at each of the content supply chain functions.

While we all talk a lot about data-informed and data-driven content marketing, I still see addressing this data gap as the biggest opportunity by far.

Which prevalent pitfalls are preventing content from connecting with its audience, from your view?

We have the people, the data, and the tools to create engaging content at scale, yet we often jumpstart the process of creating content without the required thoughtfulness on the initial critical steps.

It is essential to be clear which audiences we are targeting and subsequently to define clear goals for the message we are creating.

To this day, most brands need to improve at this stage, otherwise the best content marketer in the world cannot create an effective piece of engaging content.

Developing scalable ways to create and personalize content has been a key area of emphasis in your career. How can marketers think differently about scaling for efficiency and impact?

Similar to what I said earlier of “divide and conquer,” break the problem into manageable pieces and thus build a content supply chain.

Then, optimize each piece of the supply chain as opposed to trying to improve the whole thing all at once.

Where do you see the biggest influences of technologies like machine learning and automation in the world of content?

Currently, many mundane tasks, such as gathering and analyzing data or making sure content is optimized for each channel, take up a lot of time and effort in content marketing, preventing us from doing what matters most.

Things that take weeks and months will gradually be performed in the background.

By eliminating these mundane tasks, the human capacity for creativity and intuition will be magnified and reach new levels that were unimaginable before.

Which aspects of marketing SaaS products and services could and should be instilled for pros in other verticals?

Marketing software has received the kind of attention and focus that very few verticals have ever received, and as a result, we now benefit from a variety of software options that is unparalleled. This has led to a lot of AI being developed for marketing first that will be deployed in other verticals later.

A result of this fierce competition is that marketing software tends to be the more flexible and user friendly than others, adapting to a multitude of use cases, which has set new standards across all verticals.

Lastly, even though software in general does not integrate well with each other, given its variety and busy ecosystem, marketing software has trail-blazed integration best practices, which other verticals will benefit from.

Looking back, is there a particular moment or juncture in your career that you view as transformative? What takeaways could other marketers learn and apply?

Joining Adobe was truly transformative, because it allowed me to engage with customers across the entire breadth and depth of digital marketing, as well as with colleagues across different products and solutions who are truly world-class at what they do.

My recommended takeaway is to look beyond your current scope of work — which is not necessarily easy — and to figure out ways to connect with people who can help you understand adjacent functions and disciplines.

Seeing the entire picture will help you with solving your current challenges in ways that you could not have imagined before.

Which speaker presentations are you looking forward to most at Content Marketing World 2018?

I’m looking forward to quite a few sessions, but here are 5 sessions I am particularly excited about:

  • Joe Pulizzi’s keynote on Tuesday. I am sure I am not the only one interested to hear his take on the industry and where it is headed.
  • Then Gartner’s Heather Pemberton Levy and her workshop on their branded content platform, Smarter With Gartner, which I am a big fan of.
  • Michael Brenner’s workshop on how to create a documented content marketing strategy, which I know a lot of brands struggle with.
  • And then two sessions that talk about leveraging data during content creation: Morgan Molnar and Brad Sanzenbacher on Wednesday, and Katie Pennell on Thursday.

Ready Player One

Big thanks to Peter for his enlightening insights. His final takeaway — “Seeing the entire picture will help you with solving your current challenges in ways that you could not have imagined before” — is at the heart of Content Marketing World, which will bring together a diverse set of voices and perspectives to broaden your view of this exciting yet challenging frontier.

Tap into some of the unique expertise offered by CMWorld speakers by checking out the Ultimate Guide to Conquering Content Marketing below:

 

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Join the Copyblogger Book Club and Dive into a ‘Killer’ Resource for Content Writers

Did you know that Copyblogger has a book club? It’s very new, so it would be understandable if you didn’t! We’re just in our second month, and this month we’re going to tackle an ultra helpful resource for anyone who wants to sharpen up their “killer” skill set — Ryan Levesque’s Ask. Ryan is a
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Ready Player One: Top CMWorld Speakers Dish Go-To Classic Content Marketing Combos

Over the years, content marketing has made incredible strides. What used to be considered more 8-Bit tactics such as print and articles, have evolved into more immersive tactics like interactive and video which truly brings audiences into the “game”.

And while the days of 2D 8-bit side scroller content may be gone, that doesn’t mean we should abandon everything we’ve learned about content.

To help uncover some of the tried and true content marketing tactics that have stood the test of time, we’ve tapped into the minds of some of Content Marketing World’s top speakers who shared expert advice in our new eBook: The Ultimate Guide to Conquering Content Marketing.

But first, here are some fun fun 8-bit videos featuring your favorite content marketing experts and a preview into the type of game-winning advice you can find in our new guide.

Content Marketing Strategy Experts

Featuring: Robert Rose, Nichole Kelly, Tim Washer, Ellie Mirman, Peter Krmpotic and Tamsen Webster

Content Marketing Planning

Featuring: Amanda Todorovich, Courtney Cox, Eli Schwartz, Jay Acunzo, Carla Johnson, Heather Pemberton Levy, Zari Venhaus and Andy Crestodina

Content Marketing Creation

Featuring: Ann Handley, Melanie Deziel, Mitch Joel, Michelle Park Lazette, Pam Didner and Dave Charest

Content Marketing Amplification & Distribution

Featuring: Ian Cleary, Lee Odden, Vishal Khanna, Juntae DeLane, Doug Kessler, Joe Pulizzi, Justin Levy and Heidi Cohen

Content Marketing Measurement

Featuring: Christopher Penn, Mathew Sweezey, Michael Brenner, Michael Pratt, Ron Tite and Matt Heinz

34 Classic Content Marketing Tactics from Top CMWorld Speakers

Robert Rose
Chief Troublemaker, The Content Advisory
@Robert_Rose


Classic Content Tip: As part of the creation process, we have to ask how every piece of content we create delivers value to our audience first, and us second. It is an approach that will never fail. @Robert_Rose #CMWorld
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Nichole Kelly
Chief Consciousness Officer, The Conscious Marketing Institute
@nichole_kelly


Classic Content Tip: Just because you can doesn't mean you should. Acting with integrity is a competitive advantage.@nichole_kelly #CMWorld
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Tim Washer
PowerPoint Comedian/Emcee, Ridiculous Media
@timwasher


Classic Content Tip: Interview customers to get short, actionable advice that other organizations can learn from. This can be published via video, audio or a simple text Q+A. @timwasher #CMWorld
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Ellie Mirman
CMO, Crayon
@ellieeille


Classic Content Tip: Time and time again, I turn to blogging: it's a simple way to house a variety of content even as it evolves to serve different media, channels, and strategies. @ellieeille #CMWorld
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Peter Krmpotic
Group Product Manager, Adobe
@peterkrmpotic


Classic Content Tip: Aim for quick iterations, leading to faster insights, and creating a self-tuning system. @peterkrmpotic #CMWorld
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Tamsen Webster
Founder & CEO, Find the Red Thread
@tamadear


Classic Content Tip: Find the truth that makes a problem impossible to ignore. @tamadear #CMWorld
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Amanda Todorovich
Senior Director – Content & Creative Services, Cleveland Clinic
@amandatodo


Classic Content Tip: Great content answers questions and solves problems for your customers. When you do that – no matter what platform or format – it works and generates engagement every time. @amandatodo #CMWorld
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Courtney Cox
Manager, Digital Marketing – Children’s Health
@courtewakefield


Classic Content Tip: No matter how marketing changes, listening will always be the greatest asset of a content marketer. @courtewakefield #CMWorld
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Eli Schwartz
Director of Organic Product, SurveyMonkey
@5le


Classic Content Tip: Google’s non-English language ranking algorithm will always lag the advancements made in English search. @5le #CMWorld
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Jay Acunzo
Founder, Unthinkable Media
@jayacunzo


Classic Content Tip: Prioritize resonance over reach, and the latter (and everything else you seek as a marketer) gets far easier. To do so, look for a small number of people reacting in big ways to your work. @jayacunzo #CMWorld
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Carla Johnson
President, Type A Communications
@carlajohnson


Classic Content Tip: Put your customer first. Creating content that delivers value to them will always align your time, talent and resources with what delivers the best ROI. @carlajohnson #CMWorld
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Heather Pemberton Levy
Vice President, Content Marketing – Gartner
@heatherpemberton


Classic Content Tip: Always look in your rearview mirror at the traffic driving to your content and further down the road at the next content asset in the buyer’s journey. @heatherpemberton #CMWorld
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Zari Venhaus
Director Corporate Marketing Communications, Eaton
@zvenhaus


Classic Content Tip: Nothing beats knowing your audience. Today, there are so many more ways to target – the how is evolving, but nothing will ever replace understanding what drives your customers. @zvenhaus #CMWorld
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Andy Crestodina
Principal – Strategic Director, Orbit Media
@crestodina


Classic Content Tip: Learn something useful… Try it… Test it… Then teach it. @crestodina #CMWorld
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Ann Handley
Chief Content Officer, MarketingProfs
@annhandley


Classic Content Tip: Leaders are readers, as Harry S. Truman said. I’d add that leaders are writers, too. If you want to improve the quality of both your ideas and your thinking… you need to regularly write. @annhandley #CMWorld
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Melanie Deziel
Branded Content Consultant, Mdeziel Media
@mdeziel


Classic Content Tip: When all else fails, ask what you can teach your audience. Educational content provides evergreen value and proves your expertise to customers and potential customers alike. @mdeziel #CMWorld
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Mitch Joel
President, Mirum
@mitchjoel


Classic Content Tip: Write stuff that matters. Write stuff that has depth. Nobody else is doing this (well) anymore. It's because they suck at writing (trust me ;) . @mitchjoel #CMWorld
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Michelle Park Lazette
Writer, Federal Reserve Bank of Cleveland
@mp_lazette


Classic Content Tip: My chicken test is a set of 3 questions I use to vet any content idea. Does the topic involve or interest our target audience? Is the idea timely? And does the idea have a so-what? @mp_lazette #CMWorld
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Pam Didner
Author, Global Content Marketing
@pamdidner


Classic Content Tip: SEO! Invest time and resources into keyword research, analytics and scoping out your content. If you want your content to be seen, align your content marketing with your SEO goals. @pamdidner #CMWorld
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Dave Charest
Director Content Marketing, Constant Contact
@davecharest


Classic Content Tip: Stay focused on the fundamentals of human nature. Even as technology changes, the fundamentals that make us people do not. Understand how those fundamentals apply to a new environment. @davecharest #CMWorld
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Ian Cleary
Founder, RazorSocial
@IanCleary


Classic Content Tip: Relationship building. When you build up a network of influential friends it's like having many pac mans in one game and they are all on your side. @IanCleary #CMWorld
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Lee Odden
CEO, TopRank Marketing
@leeodden


Classic Content Tip: Nothing gobbles up Pac-Dots like content co-created with highly credible experts. Influencers w/ active networks of relevant audiences can demystify marketing mazes and open up infinite opportunity! @leeodden #CMWorld
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Vishal Khanna
Director of Marketing & Communications, HealthPrize Technologies
@bediscontent


Classic Content Tip: Read employment listings for the types of prospects you target to find out how their success is measured, and then develop content that helps them succeed. @bediscontent #CMWorld
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Juntae DeLane
Sr. Digital Brand Manager, University of Southern California
@juntaedelane


Classic Content Tip: You need to be able to go where your audience is and speak to them in a language they can understand. Identify how and where they engage with content, & incorporate that info into your strategy. @juntaedelane…
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Doug Kessler
Co-Founder & Creative Director, Velocity Partners
@dougkessler


Classic Content Tip: It’s really hard to fail at simply interviewing really smart people who know about the topic. Do your homework, ask good questions and stand back. @dougkessler #CMWorld
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Joe Pulizzi
Founder, Content Marketing Institute
@joepulizzi


Classic Content Tip: Email, email, email. Getting and keeping opt-in email subscribers continues to be the key to content marketing success. @joepulizzi #CMWorld
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Justin Levy
Public Speaker
@justinlevy


Classic Content Tip: The one tried and true tactic that I will always go back to even as marketing evolves is the need for a blog. @justinlevy #CMWorld
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Heidi Cohen
Chief Content Officer, Actionable Marketing Guide
@HeidiCohen


Classic Content Tip: Like other forms of marketing, content marketing requires a documented strategy that ties your business goals to measurable results. @HeidiCohen #CMWorld
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Christopher Penn
Founder & Chief Innovator, Brain+Trust Insights
@cspenn


Classic Content Tip: Essential for any form of content is audience centricity. Do it in a way that provides value, educates, entertains and engages your audience. @cspenn #CMWorld
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Mathew Sweezey
Principal of Marketing Insights, Salesforce
@msweezey


Classic Content Tip: Ask! Ask what they want, don't assume. Once you make it Ask if they liked it, and how to make it better. @msweezey #CMWorld
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Michael Brenner
Founder, Marketing Insider Group
@brennermichael


Classic Content Tip: Create content using the keywords buyers use, the content they read and share and the offers that convert. @brennermichael #CMWorld
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Michael Pratt
CEO, Panamplify
@mikepratt


Classic Content Tip: Try and discover what solutions to problems your clients are searching for and write content that becomes that solution. @mikepratt #CMWorld
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Ron Tite
Founder & CEO, Church+State
@rontite


Classic Content Tip: Massive wins come from doing something that has never been used before. @rontite #CMWorld
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Matt Heinz
President, Heinz Marketing
@heinzmarketing


Classic Content Tip: Finish content with a question. Actively engage your audience. @heinzmarketing #CMWorld
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Want More Game-Winning Content Marketing Advice?

For more from our Content Marketing World speakers, check out the full guide below:


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Marketing 101: Copywriting vs. Copy Editing vs. Content Writing

Here’s a quick guide to help you differentiate between similar roles and find the person with the skill sets you need for your websites, blogs, print ads, direct mail letters, brochures, product spec sheets, catalogs, etc.
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