Chart of the day: The majority of marketers say their content marketing strategy is effective and say their strategy is more effective than the previous year - but they also expect to produce more content next year than they are currently

The study showed that over 7 in 10 prioritised content delivery and distribution over the quality of content but 7 in 10 also focus on creating content with their audience in mind, rather than the brand. This highlights the pressure to deliver relevant content but produce as much content as possible and distribute it effectively, even if it means compromising on quality. This is often a false economy. With so much content now available competition is extreme. Only by producing exceptional content can you cut through the noise. The study also found that 7 in 10 marketers expect to produce more content next year…

How to successfully combine your PR and Content Marketing efforts

Content marketing and public relations (PR) are very similar in nature. One can even say that they are two sides of the same coin. Most people thought that with the emergence of social media, public relations (PR) may become irrelevant. But it didn't. Instead, it started using different approaches than the age-old methods of engagement and publicity. This post offers tips on why you need to combine content marketing with PR and how to do it successfully.

Why Combine Content Marketing with PR and Vice Versa

As PR and content marketing share a common goal, there is a great deal to be gained by harnessing a hybrid approach. Here is why any PR firm should be combining PR and content marketing strategies.

Offers Consolidated Platform for Sharing Ideas

Whether you are a content marketer or a PR professional, it is your responsibility to keep track…

The must know content marketing statistics to benchmark your plans against this year

Content marketing is now at the heart of marketing and we can see how important it is since marketers rated it as the most important technique for driving incremental sales in 2017 in our 2017 marketing predictions article. But what is content marketing? It means different things to different people. The Content marketing Institute define it as: 'a type of marketing that involves the creation and sharing of online material (such as videos, blogs, and social media posts) that does not explicitly promote a brand but is intended to stimulate interest in its products or services.' So, content marketing involves a huge number of different potential formats and content distribution mediums which we recommended are mapped as explained in our free Top 10 content marketing mistakes guide (using the Content Marketing Matrix and Distribution Matrix at the bottom of the…

Creating a Bigger and Better Blog for 2017

It’s no secret that the most, if not all, profitable niches in online marketing are already highly saturated. If you think you have an idea for a new blog topic, there are probably a thousand blogs that already published the same post. And in time, there'll be more content than humans can consume – resulting in “Content Shock." Remember that the fundamental law of supply and demand affects everything. The price for any commodity falls when supply exceeds demand. But when it comes to content marketing, you end up paying your audience to consume your content because there’s no price for them to begin with. In addition to time, thriving bloggers now need to invest in tools and resources that help with content creation. It’s also common for bloggers to bribe their audience into subscribing with free eBooks, discount coupons, and free trial periods. Whether…

To succeed with content marketing you have to have a well thought out strategy

Your peers have been telling you for years that you need to invest in content marketing. They tell you it’s the highest returning investment you can make and that your internet presence depends on your company’s ability to leverage high-ranking publishing platforms and specific SEO techniques. Are you ready to listen? If so, you need a plan. This blog will walk you through the basic steps of getting started with your first content marketing campaign. 

Grasping the True Value of Content Marketing

As a business owner or marketer, you probably like numbers. So let’s look at the value of content marketing from a quantifiable standpoint. And what better place to start than by seeing what your peers – who are already heavily invested in content marketing – think. 

According…

Multiple channels has led to a 'siloing' of marketing processes which is detrimental to your brand

As the number of channels used by customers has proliferated, so organisations have felt the pressure to keep in step with their customers. But although the need to adapt to customer preferences is vital, it has become increasingly apparent that many channels are being bolted on with little or no consideration for how they are integrated with the rest of the organisation. In many cases, there is double trouble, as this sub-optimal channel support is also the action of a department that has decided to bypass the rest of the organisation in a bid to fast-track channel support. This means that we’re not just seeing evidence of the all-too-common operational silos, but are also witnessing channel silos being built on top.

Channel silos can take the form of:

Siloed marketing channels. Customers receive marketing messages across…

How to boost the effectiveness of your content marketing with properly mapped buyer personas

If you want to maximise results from your content marketing strategy, it is essential to map your buyer personas to the buying cycle. This is executed by delivering the right content, to the right people, at the right time. If your business is B2B, your content marketing strategy is crucial to your success because 64 percent of B2B customers will engage in upwards of five blogs prior to purchase. However, a mere five percent of marketers believe their content marketing strategy is moving in the right direction, according to Top Rank Marketing. Blogs, videos, ebooks, case studies, and infographics are all invaluable content marketing assets. And you want these content marketing assets represented in each stage of the buying cycle. To make the absolute most of your content marketing strategy, you need to develop your buyer’s journey. This allows…

Content marketing works, but measuring content marketing ROI is challenging

In the Smart Insights-Hubspot research into content marketing in Europe, 44.4% of marketing managers who responded to the survey, say they struggle to measure the return on their content marketing investment. [caption id="attachment_34135" align="aligncenter" width="550"] 44.4% of marketing managers struggle to measure content ROI[/caption] This inability to measure the ROI of content marketing confirms a need for more guidance on how to calculate the cost of content marketing and measure the return on investment. In this post I want to walk you through a simple but effective costing model, and show you how, by breaking out the component costs of content into labour, production and distribution, you can work out your content marketing cost, which provides the basis for evaluating your content marketing…

How to build your content marketing strategy?

When the Content Marketing Institute (CMI) recently surveyed businesses about the state of their content marketing strategies, the findings were revealing – nearly two-thirds reported that their organisations did not have a documented strategy. However, for those working in the industry, this statistic wasn’t a great shock. 'I continue to look at that number and shake my head!' says Joe Pulizzi, Founder of the Content Marketing Institute. 'It doesn’t surprise me, though. I do speeches every week and I’ll ask them that question: how many of you have a documented content marketing strategy? And I’ve never gotten more than 40% of the audience responding ‘yes’, even in what I would call advanced audiences.' Yet with the CMI study also revealing that those with a documented strategy were more effective in nearly all…

Tie your audience down with Anchor content

As the Smart Insights - HubSpot Content Marketing 2016 research shows, content now forms an essential element of nearly everything we do as marketers. Planning, creating and distributing great quality content is not just the domain of content marketers; it covers email, advertising, CRM and just about anything else we’re involved in. Content excellence is now so crucial to how we communicate and gain traction with consumers that it’s become an important priority for many marketers in 2016 and beyond. Yet, despite its importance, gaining consumers' attention is becoming more and more difficult. In an attention economy, that’s become increasingly competitive, ‘content shock’ the incessant deluge of mediocre content that is blinding audiences to brands’ content efforts - means that content has to have genuine quality and relevance to achieve cut-through. The rise of ad blocking software, the decrease in organic reach on…

Get FREE marketing planning templates

Start your Digital Marketing Plan today with our free Basic membership.

  • FREE fast start guides to review your approach
  • FREE digital marketing plan templates
  • FREE alerts on the latest developments

Need help with your Content marketing management?

Get more from your digital marketing with in-company or remote training and consultancy from Smart Insights

Get FREE marketing planning templates

Start your Digital Marketing Plan today with our free Basic membership.

  • FREE fast start guides to review your approach
  • FREE digital marketing plan templates
  • FREE alerts on the latest developments