Audit your content and SEO with our mindtool to get more from your content marketing

One of the biggest appeals of digital marketing is that it's data-driven - we can readily review the effectiveness of our activities and make informed improvements. This is particularly true for using content marketing and SEO to attract and convert visitors to lead or sale. Yet, the tools that are available within analytics to help us visualize and optimize our content haven't really changed since I've been involved in digital marketing. If you dig into the Behaviour reports in Google Analytics you still see long lists of Top Content and Landing pages to try to interpret. Using Content Groups in Google Analytics can help simplify by grouping related content. Although you can sort the lists, it's not easy to identify which content is performing well and can be enhanced and which is under-performing and which…

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 webinar 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. If you’re looking to get started with this powerful content format, read…

Benchmarks, budgets, and trends to help you streamline your content marketing strategy in 2018

Every year we ask what marketing activity will be in most important for our readers' businesses or clients. In our trends polls for the last 3-4 years content marketing has always been the top topic with 20% of the vote this year. A new annual report by the Content Marketing Institute (CMI) describes, for the eighth year, the implications of content marketing and how it can be utilized to provide better results and engagement. Content marketing is an important part of any business and fuels all forms of inbound techniques (email, social, paid and organic search). Having a clear and defines content marketing strategy will not only help you create content but audit and set goals, improve content distribution and help evaluate and measure ROI. Findings…

How National Geographic engage 350 million combined global followers via storytelling content marketing on social media

Personally, I follow National Geographic across all social platforms - preferring the visual platforms like Instagram, Pinterest, and Facebook - and for many years been a paid subscriber to their printed magazine. So what makes me, and their other 81.7 million followers on Instagram stop scrolling, engage with the content and ultimately convert to their paid content? (They are the number 1 television brand and number 2 printed media on facebook). It's the ingenious way they captivate attention through the power of visuals and great storytelling. This is why storytelling is the future of social media. With the multitude of content on social and the many brands that choose to pay to promote content, it is becoming an increasingly crowded and noisy environment to reach social users. Although 37% of marketers say visual marketing is the…

For humans, seemingly, current attention span is no more than eight seconds. That’s less than that of a goldfish!

Marketers have felt the effects of this change considerably, and audiences’ shrinking attention span presents several challenges. Earlier, all brands needed to do was capture the interest of their audience for a couple of seconds, and they would get half the job done. Now, they would have to evolve if they wanted their businesses to succeed. And it was this drive for survival that led to the creation of ephemeral content marketing. [si_guide_block id="82119" title="Download FREE Resource – 10 common social media marketing mistakes guide" description="Our actionable guide to avoiding common social media marketing mistakes to help you avoid the pitfalls that limit engagement with your target audience."/]

Never Heard of “Ephemeral Content Marketing”?

This might be the first time you’ve come across this term, but it surely won’t be your last. One of the biggest…

Case studies on global brands and how they've created a story to support their content marketing strategies

According to a recent CMI survey, just 37% of B2B marketers and 40% of B2C marketers have a written content marketing plan in place. At the same time, content marketing continues to become more mainstream as a recognized channel to help brands communicate, story-tell and convince their own audience and prospects. [si_guide_block id="5676" title="Download FREE Resource – Digital marketing plan template" description="Our popular marketing planning template built on the Smart Insights RACE planning system."/] But there is a growing challenge - there appears to be a lack of true understanding as to what and how content can help meet the many different types of organizational objectives? In many examples, the reason why so many content marketing strategies fail is because there simply is no business case. Where a number of content strategies fall flat is that they run right into the…

Interview: Rachel Cooper, Director of Global Content Strategy and Editorial at GSK

Ahead of Digistrategy - London World Forum 2017 in December, we interviewed Rachel Cooper, Director of Global Content Strategy at GlaxoSmithKline, to find out how she manages effective content on a global scale and how she assesses ROI. Rachel one of many senior keynote speakers at Digistrategy 2017, London on December 14th. 

Effective content on a global scale

1. As the Director of Global Content Strategy & Editorial at GSK, how do you ensure the quality and effectiveness of different types of content at a business with your global scale?

The primary aim of our global content and editorial team is to simplify and strengthen our storytelling. We do this through building relationships and providing guidance on storylines and editorial development. Our global content flatplan – held by our team – outlines content priorities, themes…

How to get enhance your content marketing for higher engagement rates

As the tools and channels that make up the digital advertising ecosystem continue to evolve and grow more diverse, it seems many brand marketers and agencies are feeling left behind. A recent study by The Boston Consulting Group found that advertisers gave their own digital capabilities a 57 out of 100 on average. For context, that average score is exactly the same as in 2015. So what’s going on? Some advertisers who participated in the study blamed inadequate marketing technology platforms for their lack of results. Some pointed to the prioritization of other programs within their organizations as an obstacle. But there was one area where the majority of marketers felt especially lacking: their abilities to map consumer journeys and tailor content to match the various touchpoints along those journeys. That’s a problem. Above all else, the success of your digital strategy depends on…

We talked to Michael Goldberg to find out how he ensures content quality on a global scale and its impact on ROI

We still often hear marketers say the truism "content is king". We know it is important to marketing and communications for many businesses, but there is the question of how it can be managed strategically, particularly in a large global business. In this interview, we're fortunate to be able to learn from Michael Goldberg, a marcomms professional who is responsible for content marketing strategy at Dun & Bradstreet, a global B2B Brand. We're featuring this interview from Michael, since he is a keynote speaker alongside other global managers implementing Digital Transformation at the Marketing Leadership Forum.  Content marketing can be one of the most powerful marketing techniques for online digital brands (organically or paid) if done properly and evaluated correctly. By…

How to better results from your content marketing

Content marketing has recently risen to a position of prominence within the industry. As the creator of what is viewed, liked and shared online, it is one of the prime movers of any brand or product. Filling up the voids around the all-important keywords, content adds substance to any marketing strategy and, therefore, it cannot be ignored. As content marketing has become essential, it has also reached a high degree of professionalization. Those who engage in it no longer dabble with words and information, but consciously create powerful cocktails of useful content and subtle advertising. The next 5 tips can be found in the arsenal of any efficient marketer.

1.    Content is re-shareable

One of the most time-consuming elements of content marketing is that it constantly requires unique and new content, even on topics that have been looked at and written about many times. While it should…

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