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:
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.
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.
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.
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 …
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. 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.
Evergreen content, though, doesn’t age the same way: it 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.
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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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Words aren’t enough, you need to step out of the box when it comes to engaging the audience
Do amazing marketing campaigns always come from huddling around a whiteboard as a team or working in isolation, or even worse staring at a screen for hours upon end - Agree or not? Definitely Not! I mean if this is the scenario, then how would every major social network, including Facebook, Snapchat, Instagram, and Twitter, make themselves better day in day out. You have to work on the go to come up with a fantastic idea.
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If we talk about marketing in the earlier days, SEO was all about getting higher rankings by using all text, with no focus on visuals. This…
Webinars are great for generating quality leads, building trust with an audience, reaching more people, and converting more leads into customers
In an increasingly competitive market where consumers get hit with content from all sides, webinars allow you to offer them more value than other, more traditional forms of online content (blog posts, infographics, etc.).
According to research from the Content Marketing Institute, 43% of B2B marketers use webinars platforms, and 55% use webinars as a key content distribution vehicle.
Ascend2, meanwhile, has found that webinars are the second most effective type of gated content resource for lead capture purposes, trumped only by download offers, and Demand Gen Report has found that along with research reports and emails, webinars are the most effective tactics for lead nurture.
Top tips for making a quick but effective content audit
One of the common themes I continually revisit in my work and writing is the proliferation and abundance of content. For brands looking to use content, and content marketing more specifically, to reach and engage prospects and customers, they have to think very carefully about the value and utility of their efforts and how this benefits their audience to generate action.
There are many great resources and links to in-depth content audits, including Smart Insights’ 360 content marketing audit Quick Win. These are essential for anyone looking to conduct a detailed evaluation of a brand’s current content situation to make changes and recommendations. However, in this post, I’d like to highlight just five simple steps and techniques that I have personally found useful for making a quick assessment. This can often be useful for digital marketers looking to…
Leads are often hailed as the lifeblood of a business – and while not everyone will agree with that statement, leads are extremely important to the success and growth of your business
There are all kinds of lead generation activities, such as email marketing and social media marketing, but one of the top sources of leads is content marketing – especially, blogging.
In this blog post, I’m going to talk about the reasons why blogging is one of the best lead generation tools for businesses – and if you’re convinced, make sure to check out the Quick Win here to learn all about how exactly you can use blogging for lead generation.
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5 techniques to use SEO data to make better content marketing decisions
Did you know that 91% of marketers use content marketing as an approach in their organizations?
It’s clearly gaining momentum.
But not all is sunshine and roses.
The same survey also showed that 48% of marketers believe that their content marketing strategies are either average, fair, or poor.
Image via SEMrush
That brings us to the question:
What can marketers do to drive content marketing ROI?
The answer lies in leveraging SEO data.
To create an effective content marketing strategy, marketers need to take a closer look at their SEO insights.
In this article, let’s take a look at how you can amplify your content marketing efforts through SEO insights.