With so many blogs to read in a week, it can be hard to separate fluff from facts. In this post, you can find the top content blogs published during June 9 - 13. Features include posts by thought leaders from Content Marketing Institute, Copyblogger, MozBlog, and Convince & Convert.
By Michele Linn, CMI
It is possible to get better results from your marketing. To prove it, Michele Linn is hosting a Back to Basics series and part three covers creating content formats your audience loves. Up until now, the series “tackled the essential elements of content marketing” and if you’ve kept up thus far, you should at least have a solid foundation for your strategy.
Deciding which content format best suits your audience AND your company’s goals is always a challenge. You may find that white papers and blogs better suit your company’s internal skill set vs. a video series and in-person events. So, how does one decide what content will meet the customer’s needs and company needs? Michele’s guide gives some insight on how to straddle this fence without settling for mediocre content. She even includes an example from CMI and links to a host of other helpful resources. Do yourself and your audience a favor and get back to the basics!
By iPullRank, Moz Blog
Think about the efficiency of assembly lines in the automobile industry. Now think about having an assembly line for content development and what that would mean for your output rates. Sadly, most of us lack the manpower and resources to produce quality content at that scale, but iPullRank has valuable insight on how to scale quality content that performs.
He points out that as marketers “we need to expand our idea of what content types are available for us to use in content marketing” and I couldn’t agree more. Refer back to the featured image of this blog post, which belongs to iPullRank, to see the breadth of content types to your disposal. Obviously, we have a lot of options, so why box ourselves in to a handful of types when there are many more to choose from? Read his blog for helpful tools for group brainstorming, DIY tips, and more.
By Paul Roetzer, CMI
I don’t believe public relations is dead. In fact, it’s alive and well, but it’s admittedly evolved a lot over the past 10 years. In the age of digital marketing, PR has taken on new forms to ensure it remains a valuable asset to marketing. So, how can PR enhance a content strategy? Paul Roetzer offers not one or two, but eight ways for us to experiment with. Not all of these will work for every business, but everyone should be able to find SOMETHING that’s functional for their purposes.
Paul points out that PR tactics must move the needle on KPIs. Every tactic he lists can be directly linked to a tangible metric that’s important to business goals. PR has a history of using soft analytics to measure its effectiveness, which doesn’t always suffice when it comes to marketing, but you can’t go wrong with either of Paul’s suggestions.
By Martin Shervington, CMI
Google+ will always be discussed as long as Google remains on the throne of SEO. Don’t think this matters to you personally or professionally? You’re wrong, because if you have a Gmail or Business listing, you’re automatically a Google+ member. Google made the choice for you. An absentee presence on Google+ is a bad look (yes, give in to the peer pressure), so the only solution is to actually run a successful campaign. But what does a successful Google+ campaign look like? Not the traditional marketing campaign, that’s for sure.
Martin offers a fresh take on how to achieve success on a platform that most are clueless about how to properly use. Creating a core cohort or “tribe” and building out from there gives you a competitive edge unlike that of other social platforms.
By Dave Paradi, Copyblogger
SlideShare is NOT rocket science. In fact, it’s quite easy to take a piece of written content and turn it into a sleek deck. Dave Paradi of Copyblogger has the deets on the best practices for doing just that. So, let’s say you have a very well-received and popular blog that’s attracting loads of unique website visitors to your site. Chances are, those visitors would love a more visual representation of that written piece. But you’re not a graphic designer, nor can you afford to hire one to visualize every successful blog you publish.
The solution is to create a winning deck using SlideShare. Dave’s best practices gives you a step-by-step breakdown. It’s not as overwhelming as creating something you’d actually present in person. In fact, “a number of aspects of a SlideShare deck that are the same as the written content you are familiar with,” so dive in.
By Luke Guy, Convince & Convert
Gmail has dramatically changed. Long gone are the days of the stand-alone inbox. Now it’s all about the prioritized inbox that divides emails based on whether they fall into one of these categories: Primary, Social, or Promotion. That may not sound like a negative change from a user standpoint. In fact, it’s actually pretty neat for users, because it’s fairly accurate. For marketers, it’s a nightmare. If you use a third-party email provider such as MailChimp, Constant Contact or even Hubspot, there’s a great chance your emails are landing in the ‘Promotion’ tab with dozens of retail store emails about ‘last-minute sales,’ which is spam central.
If you want to make sure your emails land in Gmail’s primary inbox, you should read Luke Guy’s post for email hacks to improve your ability to deliver. In seven short steps, you’ll be in much better shape than you were previously. Document your open and click through rates before and after implementing these tips to measure success.
Meet you back here next Monday for another round of top content marketing stories! Make it easier to stay plugged in to all the latest blogs by subscribing below!