For the last five years or so, a tidal wave of inbound and content marketing adoption has roared through the marketing community. The digital ministry of propaganda (people like me) has helped fuel the adoption rush.
Content is customer success. While effective teaching requires more than mere education (motivation, modeling, entertainment, etc.), the bottom line is that content succeeds when it helps customers succeed.
The Beatles are often credited as the greatest rock band of all time. Their following is huge now, but if you look at their beginnings you'll discover something else about the Beatles. They are great content marketers.
Like any marketing strategy, the success of a content marketing strategy depends upon clear objectives and precise execution. Here are five essential questions that will help you generate a winning strategy.
The always-on content tornado is giving all of us an opportunity to adapt to the weather and connect to audiences in completely new ways. How exactly do we show up differently and tell a brand story that still makes sense in this incredibly windy, fragmented environment?
Even those "social media experts" who actively play Klout's game will pull out the authenticity card when describing best practices in social media marketing. How authentic is it to share content for the purposes of artificially increasing an influence score?
Social media is one of the best ways to post and share your content but because many companies are only now beginning to integrate it into their strategy, it can go a long way to establish your company as innovative.
Content marketing is the development and distribution of relevant and valuable content to attract, acquire and engage consumers. Simply put, content marketing is creating content your audience actually want to consume as opposed to just blasting them with advertising over and over again.
As a marketer, you probably don't want to pirate someone's content. Search engines may penalize you for publishing duplicate content and, of course, there are the potential legal and ethical issues to consider.
The purpose of having a solid style guide is not to restrict your content creators. It's there to give them a structure which they can work within. It's there to generate consistency and make sure a brand's content is always clear and on-message.
As digital marketers continue to move into a space traditionally owned by publishers, they are likely to seek out best practices, tips and previous examples of what works and what hasn't. One surefire way to bulk up your audience is to leverage syndicated and licensed third-party content.