With so many blogs to read in a week, it can be hard to separate fluff from facts. Read up on the latest in content marketing in one post!
by Lee Oden, @leeodden
Consider social and search optimization as the fuel that powers your online content. Or to use Lee Oden’s food analogy, “SEO is the condiment, not the sandwich”. This means that in order to have truly delicious, irresistible online content, you must use both social and search optimization to make your dish attractive and appetizing to the hungry masses. After all, there is no shortage of options, whether it be food or otherwise, today’s fast-paced market is over-saturated with products and solutions to just about every problem imaginable.
Lee explains that marketers need to understand that "superficial online content performance metrics only drives superficial tactics” and recognize “the difference between mechanical tactics and meaningful outcomes.” SEO alone will not save your content and considering the Panda and Hummingbird updates, we can no longer afford to put all of our eggs in this basket. Lee makes a compelling case for an integrated approach that’s mutually beneficial for brands and consumers. Image credit: Content Marketing Institute
By Joe Pulizzi, @JoePulizzi
Launching a content plan in an organization that’s unfamiliar with the concept is never easy. It takes persistence and a good measure of persuasion to convince decision makers to stop wasting money on empty and outdated marketing tactics and invest in a fresh, but untested approach. The truth is there’s always a level of risk when breaking new ground, but breakthroughs don’t happen by doing the same thing day in and day out.
Joe Pulizzi understands both the internal politics and potential credibility issues at stake in situations like this. He advises marketers to present their plans as a “pilot program,” which I think is brilliant. Not only does it give the marketer an opportunity to adapt the program as needed, a pilot gives decision makers, who are skeptical about making a long-term investment, a sense of comfort and control. Each one of Pulizzi’s steps is practical and widely applicable. Have you tried this approach before? Tell us about how it went in the comments section.
It’s impossible to create content without writing copy. It doesn’t matter whether you have a winning team of coders, designers, and videographers at your disposal. Without a copywriter who has the ability to write simple copy that sells, you’re missing a critical element and your content will suffer. Copy is the string that connects the fabric of all other media. Make it simple and clear and you’ll have a better chance of convincing the reader.
Make it complex, and you’ve not only confused, but also turned off the reader. Without simple copy, you’re missing a critical element and your content will suffer. Aaron’s 6 steps for writing simple copy that sells drive home key points that everyone on the marketing team should be aware of.
Video content is a powerful that amplifies and breathes new life into messages in ways that words simply cannot. Between YouTube, Vimeo, gifs, Vine, Instagram, and Facebook, everyone with a smart phone and an ounce of creativity is capable of creating some type of video content. Now brands are under more pressure to produce videos that do more than advertise their products and services. Implementing a video strategy is nothing to be taken lightly. It’s an expensive undertaking that requires thorough planning and teamwork. Andreas Panayi’s post is a good read for any marketer or business owner interested learning what it takes to produce more video content and manage the process internally.
By Jerod Morris, @JerodMorris
Give your eyes a break and listen to Jerod Morris and Demian Farnworth in the final segment on content curation. They discuss some big picture concepts like “what is knowledge and what’s the difference between knowledge and wisdom” and tie them back into building an audience and developing authority. Thought leadership isn’t built overnight. Despite the prevalence of overnight content experts, it takes time to become a true expert and build an audience that believes in your wisdom. These guys give a great breakdown on what it takes to become a specialist in your field of expertise AND be a generalist that can paint the overall picture for your audience.
By Dan Sullivan, @DanMSullivan
The beauty of Facebook, and other social media sites, is that they give brands direct access to their most loyal fans and critics. It’s that wonderful two-way street that makes it possible to connect on a one-to-one basis. This is why Dan Sullivan thinks Facebook can add value to a content strategy. There is no filter or barrier between your content and a consumer’s honest gut reaction, which can be a good and bad thing at times. In most cases, the good outweighs the bad (if you’re sharing meaningful content). Dan’s post uncovers an added layer of insight that can be gleaned from Facebook fans. Analyzing fan posts can result in tweaking brand messages and redirecting campaigns to have more impact. He provides great samples of how Lowe’s and Ford Facebook fans have shared opinions and reactions that not only inform, but enhance the brand’s content strategy.
Check back here for the next week for more top content marketing stories!