What is Content Marketing?

Even though we’ve been writing about content marketing for over a decade, I think it’s important that we answer basic questions for both students of marketing as well as validate the information provided to experienced marketers. Content marketing is an interesting term. While it’s gained momentum of recent, I can’t remember a time when marketing didn’t have content associated with it. But there’s more to a content marketing strategy than just starting a blog, so

8 Ways for You to Create Content that Creates Customers

These last few weeks, we’ve been analyzing all of our clients’ content to identify the content that’s driving the most awareness, engagement, and conversions. Every company that hopes to acquire leads or to grow their business online has to have content. With trust and authority being two keys to any purchase decision and content drives those decisions online. That said, it only requires a quick look at your analytics before you figure out that the

3 Lessons Content Marketers Should Learn from Retail

Erin Sparks runs Edge of the Web radio, the podcast we sponsor and participate in every week. Erin and I have become good friends over the years and had an amazing discussion this week. I was discussing an upcoming ebook that I had written for Meltwater that will be published soon. In the ebook, I go into great detail about the challenge of developing a content marketing strategy and measuring its results. One idea that’s

The 8 Step Approach to Successful Content Marketing

Vertical Measures has developed an 8-step approach for developing a successful content marketing project that includes strategy development, ideation, content creation, optimization, content promotion, distribution, lead nurturing and measurement. Viewing this content marketing as a cohesive strategy throughout the customer lifecycle is imperative because it aligns the content with the stage or intent that the visitor to your site and ensures there’s a path to conversion. Content creation is on the rise. With nearly 50%

What is Content Distribution?

Content that goes unseen is content that provides little to no return on investment, and, as a marketer, you might have noticed how hard it is becoming to get your content seen by even a fraction of the audience you’ve worked so hard to build over the past few years. Unfortunately, the future is likely to hold more of the same: Facebook recently announced that its goal is to take brands’ organic reach down to

LinkedIn Launches Sponsored Updates

LinkedIn has been testing sponsored updates with companies like Hubspot, Adobe, Lenovo, Xerox and American Express… now they’re opening it to everyone. This will be an effective way for B2B companies to identify and target prospects with their content marketing efforts within LinkedIn. Benefits of LinkedIn Sponsored Updates Raise awareness and shape perception – a marketing solution for rapidly increasing awareness and shaping the perception of your brand, products, and services. Drive quality leads –

30 Ways to Promote Your Blog

We always tell our clients that it’s not enough to just write blog posts. Once your post is written, you need to get notify the target audience that it’s there… this can be accomplished through publishing an intro on Twitter, on Facebook, syndicating it to additional sites, sending your email recipients notification, and submitting it to social bookmarking sites everywhere. Most people don’t return to a site day after day and few will subscribe to