Seasonality plays an important role in content marketing for any
company. Think about the messaging you receive in the early fall
months each year -- businesses begin targeting their messaging for
all things holiday-related as early as August, and it pays off. For
B2B companies looking for lead-gen, creating seasonal content can
be simple. You just...
The marketing world continues to buzz on the importance of content
marketing. There is no doubt that content marketing must be a part
of any brand strategy in the digital age. That said, things are
never as easy as you would hope. How do you create, manage,
distribute and optimize all of that content with limited resources?
It starts with workflow,...
It’s an easy decision to arrive at to start creating content. All
the research is there for you to see that one of the smartest
things you can be doing for your brand is creating exciting, timely
and relative content. The problem is the step that comes after
“Let’s create content!” Understanding what your brand needs to talk
about and who to talk...
In my role in business development talking with prospective clients
about Compendium's content marketing software, I am frequently in
discussions with people who are just getting started with content
marketing. They ask what content marketing is and what
amounts to "how do I make the case for it?" (Usually as part
of making the case for freeing...
Putting a call to action in the header image of a website or email
will increase the likelihood that the user will take the desired
action. But what does a good CTA header look like, and how will it
affect your content marketing plan? First, check out these CTA
statistics from Compendium to see the increases when CTAs are
included in the headers as...
Today as we're celebrating my son's 2nd birthday, it struck me how
similar content marketing is to parenting. Tom Webster wrote a
great post this morning about when content marketing stops working
that also validated that connection. Tom talks about how saturated
many niches have become with content and various ways to work
through that. Several...
There are three steps to building a persona. Too bad most
people stop at the first one. Over the years I’ve seen
marketing professionals in organizations of all sizes adopt the use
of buyer personas. It’s a testament to the hard work of marketing
evangelists who taught our profession to use personas. The
unintended consequence of mass adoption...
So you’ve created a company Twitter account to reach
your marketing personas, but are now struggling with what to tweet
about and wondering about best practices. We can help. Begin
by thinking about two things: Where does your industry get its
news, and where does your audience get its news? With those
in mind, here are our six ways to find...
I still hear a lot of marketers talking about Content Marketing
Strategy as if it's still 2008. I hear folks talking about
"Thought Leadership" and theories about companies becoming
publishers and hiring journalists..."Branded Content".
All well and good, but not nearly good enough. This chart
looks at the total number of indexed pages in...