Tag Archive: content marketing tips

  1. 20 Marketing Lessons Learned from “The Story of Content: Rise of the New Marketing”

    I’ve long been a fan of the Content Marketing Institute, an organization whose mission is to advance the practice of content marketing. Watching and learning from the Content Marketing Institute was a part of the inspiration that led me to write Found: Connecting with Customers in the Digital Age.

    The institute just released a very useful documentary for marketers called, “The Story of Content: Rise of the New Marketing.” I would highly recommend watching it, as it does a great job of framing the fact that marketers have to begin to create truly compelling content if they want to stand a chance at connecting with their audiences in a way that matters.

    Less than hour long and containing some very useful content marketing concepts and stories, this documentary is well worth your time.

    I took away 20 key quotes that we can all learn valuable content marketing lessons from:

    1. “Content is really the only marketing that’s left.” — Seth Godin
    2. “[Content Marketing] is really the only way that a business (going forward) is going to differentiate itself in a very crazy, noisy marketplace.” — Robert Rose, Chief Strategy Officer, Content Marketing Institute
    3. “Marketing, for a long time, has been about interruption.” — David Meerman Scott
    4. “Brands have come into their own when they’ve realized, ‘We don’t have to go through a third party to reach this audience; we can actually try to achieve that directly.’” — Todd Wheatland, Global Head of Strategy, King Content
    5. “Instead of having to advertise in someone else’s channel, I have the opportunity to create my own valuable, relevant, and compelling content in our own channels to really create loyalty, build relationships directly with what we like to call subscribers, instead of going out and having to pay for that attention.” — Joe Pulizzi, Founder, Content Marketing Institute
    6. “I think we have to change the way we think about getting access to the mind of the consumer we want to have a relationship with and one of the best ways to do that today is through content.” — Andrew Davis, Author, Brandscaping
    7. “I think the brands that really get it are focused on being part of the information you want to consume. they’re focused on creating higher quality content that inspires people to buy something they didn’t know they needed.” — Andrew Davis, Author, Brandscaping
    8. “Obviously content marketing has been around forever, but there’s a whole new thing when content marketing collides with the Internet and with digital.” — Doug Kessler, Creative Director & Co-Founder, Velocity Partners Ltd.
    9. “If I’m trying to get their attention, I’d better be creating some pretty fantastic information on an ongoing basis to get their attention.” — Joe Pulizzi, Founder, Content Marketing Institute
    10. “Content at this point is a form of currency that brands and storytellers use to have a conversation with somebody.” — Katrina Craigwell Director, Global Content & Programming, General Electric
    11. “Search, by definition, doesn’t create demand. It just fulfills demand. Nobody goes to Google and says ‘Hey, I’d like to buy something… I don’t really care what… Just surprise me.’” — Jay Baer, Founder, Convince and Convert
    12. “Nobody cares about your product. They’re trying to solve a problem.” — David Meerman Scott
    13. “The consumer has incredible amounts of information. Marketers are not accustomed to that. Marketers are accustomed to control.” — Don Schultz, Professor Emeritus-in-Service, Northwestern University
    14. “We’re seeing this transformation of marketing departments that were set up long ago in those mass media days. They’ve transformed into publishing departments.” — Joe Pulizzi, Founder, Content Marketing Institute
    15. “Like a halfway decent human being, brands have to be about more than themselves.” — Kirk Cheyfitz, Co-CEO & Chief Storyteller, Story Worldwide
    16. “We say that if you can’t rely on the media, you have to become the media.” — Lasse Hoegfeldt, Editor-in-chief, Jyskebank.tv
    17. “The content business is the only part of this business that I can see credibly leading this new practice of advertising and I’m moderately upset because not enough of us are trying to do it.” — Kirk Cheyfitz, Co-CEO & Chief Storyteller, Story Worldwide
    18. “Storytelling helps cut through, helps us make sense of the world. Content that has a storytelling backbone to it is just easier to consume, easier to remember, it’s more engaging.” — Christie Poulos, Global Head of Video, King Content
    19. “What brands have to be in this new age, they’ve got to be a coherent, core narrative because that’s the only thing that’s going to remain consistent and distinguishable and differentiating across all kinds of channels.” — Kirk Cheyfitz, Co-CEO & Chief Storyteller, Story Worldwide
    20. “The only way- The only right way to do content marketing is to be a story.” — Kirk Cheyfitz, Co-CEO & Chief Storyteller, Story Worldwide

    Though the “content is key” maxim is often scoffed at as cliché, it’s important to remember just why it’s cliché to begin with: It’s true. Watch this video and see if you become inspired, just like I was. There are always new lessons to learn and stories to tell in the world of content marketing.

  2. How to Write an Effective Blog Post in 5 Easy Steps

    So you’ve heard that content is king and you should be blogging? You’ve got an idea of what you should blog about, but you’re not quite sure how to go about it. When content is being created, you want to make sure that you are getting the most out of it, just like anything you invest your time and money in. Below are 5 easy steps to follow when creating content for your blog.

    Step 1: Cut a Hole in the Box.

    Just kidding! First things first, write your post with a keyword (1-2) in mind. The primary keyword is what you are optimizing your content for and the secondary keyword is important, but note that it is not generating as much traffic as the primary one.

    Your keyword also doesn’t necessarily need to be confined to a one-word keyword. You can use long-tailed keywords that typically come in question form. Users search for not just one or two keywords, but will often type in whole questions.

    Once you’ve found what keywords you want to work with, do a little research with Google AdWords, Google Webmaster Tools, or even Raven Tools to see if the keywords you have in mind are being searched for and to see what kind of traffic they are generating. The more traffic, the better!

    Lastly, include your keyword in everything from your title, to the body content, the URL and the meta description. Just. Don’t. Keyword. Stuff. You want your keyword presence to be at least 1.5% and no more than 3%. See the optimization formula below for help.

    Keyword Optimization Formula

    Step 2: Write!

    Okay, you’ve got your keywords. Now you’re ready to let the writing juices flow into the content river of fun. Just make sure that the total word count is at least 500. If the word count is a little less, that’s fine, but generally you don’t want the content to be less than that.

    For extra SEO fun, you can also add in anchor text (a word or phrase that a hyperlink is applied to) to your content. Google considers anchor text to carry more weight to it then just plain text. Be mindful of where you’re linking to though, and how often you’re directing the audience away from your website/blog post. You want a solid mix of inter-linking and linking out. For example, not all links should be directing users away from your website/blog. A good rule of thumb is 4 links for 500 words, with two of those links inter-linking within your site.

    Also, make sure to include alt text and an original meta description. Alt text is the word you can apply to a hyperlinked keyword. As for the meta description, don’t leave it blank and definitely don’t copy and paste content from your post. The meta description is prime retail spot and you can use that area to answer long-tailed keywords/questions, as well as give a teaser on what the post is about.

    Step 3: Sticks and stones may break my bones, but words will only hurt you if there are no images.

    What do you find more appealing? An image of a gooey chocolate cake or me just writing about a gooey chocolate cake? Ding! Ding! Ding! The image of the chocolate cake will surely wet your whistle more so than me telling you about it. Be sure to include images in your post to appeal to the masses.

    Chocolate Cake

    By FotoosVanRobin from Netherlands – Chocolate FondantUploaded by Ekabhishek, CC BY-SA 2.0, https://commons.wikimedia.org/w/index.php?curid=10772719

    You also want to make sure that the image(s) you select are under creative commons or purchased via a stock photography site. You’ll also want to name the images before you upload them to your post and give those images alt text as doing so counts towards your SEO!

    Step 4: Tag! You’re It!

    After you’ve created your content with your nifty keywords and your awesome images, make sure to associate your post with categories and tags accordingly. No more than three categories should be applied to each post.

    Categories are more general to the subject material so general topics can be applied. Tags are more specific, and you can add a variety of tags about some of the more specific subject matter.

    Step 5: Cross the Finish Line!

    Just do one final review with the handy checklist below and you’re good to publish that post to the masses!

    Blogging Checklist