Category archives for

– Content Marketing –

How To Double Your Marketing Effectiveness By Combining Content Marketing And Social

by · April 12, 2014

In 2014, content marketing is expected to become a much more widely used marketing tactic. In fact, in a recent survey, 74% of brands expect to increase their content marketing spend in 2014. However, as Jason Falls rightly pointed out, content marketing alone will fail.

Over 2013 and the first part of 2014, many brands have been pummelled online. Facebook’s updated algorithm now means brand pages receive on average a pathetic 2% organic reach. Meanwhile, Google released a series of algorithm updates resulting in brutal penalizations of previously high ranking sites who had been using shady tactics in the past. With all the hype around content marketing, there is the risk that businesses and marketers will see it as a golden egg, and then cut expenditure on SEO and Social Media, which are actually both vital channels.

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Why I Love Content Idea Generators

by · April 5, 2014

Coming up with new and quality ideas is one of the biggest challenges digital marketers face. Not only do you need a topic that you can produce at least a few hundred words about, you probably don’t want it to be something that you’ve written a lot about in the past.

Blogger’s block is something which you’ve probably had to deal with at some time or other whether you’re a content writer or you’ve just been tasked with coming up with some posts. You stare at a screen or a page, waiting for inspiration to come to you and it just never happens.

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Content strategy, Fight Club style

by · March 13, 2014

The first rule of Fight Club is you do not talk about Fight Club.

Second rule of Fight Club is you DO NOT talk about Fight Club.

So, for the love of Pete:

The first rule of content marketing is you do not talk solely about yourself.

The second rule of content marketing is you DO NOT talk solely about yourself.

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H&R Block Ridiculous? Yes, Again, And It’s Awesome!

by · March 4, 2014

It’s an understood reality that taxes are dreadful. I actually got an email from my accountant the other day that began with, “You’re going to have to pay a lot of money in taxes this year.” Welcome to just a snippet of my existence.

But when someone, or perhaps something, can make taxes, well tolerable, it gets my attention. That’s why two years ago I wrote a post about H&R Block’s unique “‘Stache Act” campaign developed with digital marketing and PR firm Elasticity, with whom I actually now work with in my capacity with CafePress. As I wrote then, the campaign was, “a milestone in content marketing. A big, successful corporation is breaking the mold of its own, traditional voice and showing a ton of personality.”

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What It Takes To Produce Holy Smokes!

by · February 3, 2014

Think of the stories, videos or posts you’ve shared or commented on in the last 24 hours. You can even scroll back through your Facebook activity feed to see which ones caught your eye. (Find it by going to http://www.facebook.com/username/allactivity where “username” is your username.)

Now do a quick gut-check analysis of the topics, headlines or reasons you clicked, shared or commented. What do they all have in common?

Unless you’ve got the personality of plywood, the common thread was that each triggered an emotional response. Consider this from my weekend:

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Your Content isn’t Going Viral Because it Sucks

by · January 21, 2014

It’s the million dollar question every marketer wants to know. How do I get my content to go viral? Who Is Hosting This put out a helpful infographic that helps marketers check their content against their defined formula for success. The infographic does a good job of providing some basic guidelines, however it sparked a whole different line of thought in my brain.

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How To Conquer Bloggers Block

by · December 4, 2013

We’ve all heard that content related idiom which has been used by SEO companies far too much, and if content isn’t king, then it is at least a really powerful submarine which should be involved in all your marketing battle plans.

But content writing isn’t all that easy, it transpires. You might be a wildly creative person with lots of ideas, but writing interesting and informative posts about the same industry, or topic, every day might not fit with how your mind works.

Maybe you’re a great writer but you struggle coming up with ideas. To get by in the content writing world you’ll need to keep those ideas going.

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Content Marketing Alone Will Fail

by · November 25, 2013

A friend asked me what was the difference in content marketing and social media marketing. He seemed to think the trend is now that companies are following the flow toward content marketing and the social media part has sort of passed it’s prime.

The problem is they’re different. While one begets the other, it doesn’t necessarily work the other way. This could pose a dangerous problem for brands that don’t see the natural flow and relationship between the two.

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Why Facebook Should Judge Content Quality

by · September 9, 2013

My friend Brian Carter wrote a thoughtful criticism of Facebook’s new content quality analysis over at Convince and Convert last week. In it, he said that Facebook shouldn’t be judging content quality and that doing so will hurt small businesses.

Fundamental to Brian’s argument was the notion that Facebook is now going to punish lower-quality posts from businesses that try to “game” their way into the newsfeed. The way most are reporting this news, that means photo memes — text over photo elements that are easy, visual and like-worthy pieces of content — are now going to be judged bad by Facebook.

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