With every company keen to climb Google’s search rankings, it is easy to lose perspective by simply churning out fresh content that seizes on the zeitgeist or otherwise meets current demand

It is difficult to overstate the importance of evergreen content for modern content marketers. Evergreen content is, by nature, time-proof, as relevant if read in a year as it is today. While Google does like to answer searchers’ queries with up-to-date articles, it also rewards high-quality legacy content created many months or even years ago – particularly if you update it regularly. Some blog pages have stubbornly hung on to a number one page ranking for eight or nine years now, bringing a constant stream of traffic to the page, as well as building trust (being the number one spot in search results will help make more people trust you and your business) and, consequently, boosting your conversions. By creating evergreen content, you…

Stand out, get noticed and engage your audience with the inverted triangle principle

To attract an audience’s attention, start with the end in mind. Brands embracing a content marketing strategy should study one of journalism’s key models: the inverted pyramid. This storytelling approach states that the most important elements of a story must come first, before tapering off into more detailed information later. The inverted triangle also helps content creators structure stories so that the most important information reaches the widest audience, whilst the least important information goes at the bottom. We see this all the time in newspaper articles. Consider this example: The headline is clear, succinct and immediately captures our attention. The opening paragraph summarizes the essence of the story. Anyone who abandons the article after three or four paragraphs can still come away with…

Repurposing content is an easy, often time-saving practice, that brings a plethora of benefits

Are you making the most of your content? Repurposing content – i.e. finding new ways to re-use your content – is an easy, often time-saving practice that brings a plethora of benefits. From reaching a new audience to saving time creating new content and improving your search engine optimization (SEO), repurposing content is all about using data and insights to make your job as a marketer easier! In this short guide, I’m going to show you how exactly you too can repurpose your content.

Set marketing objectives that align your content marketing with your company's business vision

There are so many components in a marketing strategy, it can be easy to lose track. But, to make the most of your content marketing, marketers know that integrating your content strategy with your existing marketing activity goals is a sensible way to strengthen the…

You need better content marketing metrics - ones that your executive team really care about, calculate your return on investment (ROI) to demonstrate the value of content marketing

Data-driven digital marketing today relies on a lot more than just individual, unconnected metrics like click-through rates, cost per acquisition (CPA), and return on ad spend (ROAS). To justify investment, marketers must demonstrate to management and c-level decision-makers how these metrics translate to the bottom line. For content marketers, ROI measurement is more important than ever. But are you doing it right? Keeping in mind the goal of marketing: to grow your business at the lowest possible cost. So, for brands whose growth depends on acquiring and nurturing leads, your content marketing (CM) metrics must align with that goal. Every activity you do, campaign you execute, or A/B test you run, needs to produce a solid return on your marketing time and tools investment…

A simple process for weighting your content prioritization

The rise of always-on content marketing has led to a content tsunami, making cut-through more difficult, so teams need tools and approaches to balance their content priorities. In this post, I'll share our 'ABC process' which we use to simplify the process of content marketing prioritization and planning the most effective content to meet our clients' goals.

Marketing common sense ≠ common practice

It’s easy to get immersed in the joy of creating content and lose sight of the bigger picture. (I’ve been there too). The challenge is that when we as marketers put our heart into the job (and as much as we may know the truth is different) it’s easy to lose our heads and act as if our target customers are eagerly searching for what we have to offer.

The inconvenient truths…

Learn the 4 steps to creating a content marketing plan, with our content planning template and the RACE Framework

To help you develop a content marketing plan or review existing methods, I thought it could be helpful to share some of the planning techniques applied in our Content Marketing Learning Path. Take these 4 steps to create a content marketing plan today: Step 1 Review current use of content marketing. This is a classic SWOT analysis where we have given examples of problems with content marketing programs that are often forgotten. Step 2 Content marketing objectives and KPIs This uses an efficient planning table I have developed for summarising digital plans on one page. Here, as the example shows, it links objectives, strategies, and KPIs across the customer lifecycle shown as the RACE Planning approach. Step 3 Content Gap analysis…

A content marketing planning tool to help marketers generate ideas for the most engaging content types for their audiences

We created our Content Marketing Matrix to help our members audit their content marketing assets as part of creating a content marketing strategy. It can also be used for content ideation, i.e. to brainstorm future content ideas to generate leads, nurture prospects, encourage sharing and generate backlinks for SEO. Since we created it eight years ago it's been shared many times and has inspired many 'mashups' in different formats as this Google search shows; great to see it's been useful! I think the CMM is a powerful mindtool for marketers since it's a content mapping tool, structured to help you think through two key dimensions of which types of content will best support the path to purchase for your target audience. The two dimensions are: 1.…

What’s the secret to a successful finance content marketing strategy? Find out with our 8 foolproof tips.

The finance world can be a tough place for a marketer. Creating inspiring finance content marketing that communicates your brand's messages, engages customers and keeps the compliance team happy is a tough nut to crack. But fear not - there is a way to tick each of those boxes, and it’s all about taking a planned content-led approach. [si_monthly_campaign_blog_cta_banner id=156844]

Finance content marketing for brands

We’ve found that telling stories delivers particularly brilliant results for finance brands. Combining crucial strategic vision with user-friendly design opens up big possibilities for creative, shareable and high-impact finance content marketing. Want to know how you can achieve this too? Take a look at our eight best-practice guiding principles when creating any kind of content marketing for a finance brand.

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1. Directly answer customers’ financial questions

Using search insight and research data to find…

How do you run content marketing campaigns for your business in 2021 when the competition is fiercer than ever?

Content marketing has been proven to produce amazing results for businesses. For instance, a good content marketing plan will generate you three times more leads at a 62% lower cost than traditional marketing. Coming into 2021, knowing that we face a difficult economic recession, now it's more important than ever to leverage content marketing to improve your ROI. [si_learning_path_module_shortcode_block id=139221] But there's a little problem: how do you run content marketing campaigns for your business in 2021 when the competition is fiercer than ever? Frankly, the first task you need to perform is to create a content marketing plan. With a good plan in place, you can take the first step to achieve content marketing success next year. Unsurprisingly, CoSchedule found that marketers who proactively plan their projects or campaigns are …

Google Search Console Insights combines Google Search Console and Google Analytics to introduce a new SEO platform for content marketers

If you regularly use Google Analytics and/or Google Search Console tools to evaluate and optimize your marketing (and if you don't - here's some starters for you!), you may have heard about this integrated new insights platform update from Google.

What is Google Search Console Insights?

Still in Beta mode, Google Search Console Insights is a new platform which allows content marketers an integrated overview of how their content is searched for/discovered (GSC) alongside insights about the audience and their behaviour (GA).

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