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The style and topic of your blog and social media formulate a story that connects customers to your brand

Your marketing content is a reflection of your brand personality. Just as your colour scheme, visual elements and overall aesthetics communicate what your brand is all about, so does your content. The style and topic of your blog and social media formulate a story that connects customers to your brand – both literally through SEO and figuratively through established sentiment. However, creating top-notch content has always been a challenge for marketers. The demand for great content is extremely high, considering that the average customer views between three to five pieces of content before making the decision to purchase. [si_guide_block id="5651" title="Download our Individual Member Resource – Content marketing strategy guide" description="This guide shows you both how to develop a strategy to deploy content across all your online marketing and gives…

Stories extremely effective at building trust. This is why businesses are using influencer marketing

Stories are a great way of appealing to and connecting with people. They’re extremely effective at building trust. Think about every time you consider customer reviews before buying a product - the stories of real people and their experiences are what truly encourages you to buy it. This is why businesses are using influencer marketing.   A study by Twitter found that tweets from influencers coupled with tweets from brands can increase purchase intent by 5.2 times. In fact, 40% of the respondents in the study reported having purchased products based directly on an influencer’s recommendation. 

[si_guide_block id="150995" title="Download our Premium Resource – Brand storytelling guide" description="This guide helps you explore the fundamentals of developing powerful authentic brand stories."/]

So, the big question is - is storytelling the future of content marketing? In this post, we’ll explore the significance of storytelling…

Chart of the Week: Almost half of marketers now use to content to drive over 50% of their marketing campaigns, showing that content really is still king

Content marketing is being viewed as the future of marketing, according to research conducted by the World Media Group. Marketing that’s driven by content is on the rise with almost half (45%) or marketers saying that over 50% of their campaigns are content-led. On top of this, 78% of all respondents and 85% of agencies said that they see investment in content marketing growing over the next few years. With so much focus being put on SEO performance, these findings make sense, as more marketers aim to increase their rankings through the use of targeted and SEO-focused content.

Most popular content for investment

The survey revealed that the next 12 months will likely see…

Successful content strategies that stand the test of time have been built from the outside of an organization looking in. In other words, the prime motivation was to help and assist the needs of their audience

In 1889, Andre and Edouard Michelin founded a tyre company, Michelin, which has now become a globally recognized brand. It accelerated the automobile industry in a time when there were fewer than 3,000 cards where it was established, in France. For the company to grow, it had to win the hearts and minds of this very small target market of motorists and find similar audiences keen to aspire to own their own automobile. It also had to offer some creativity and inspiration as to what owning an automobile would allow you to do. One such creative idea was to inspire the idea of taking road trips and look at how these trips could be…

When and when not to gate your content

Generating leads and demand is a key function for many B2B organizations. Building a meaningful pipeline of interest in a product or service is an always-on activity and impacts nearly everyone across the organization, both customer and non-customer facing. As digital has become increasingly prominent within B2B over the last decade, sales and marketing teams have been using content to build awareness and interest. As a result, the use of content marketing more specifically has seen strong growth: Whilst there is widespread agreement that high quality, valuable content can produce positive results, there are different perspectives on how online content should be used to generate leads and sales. On the one hand, content marketers with a strong background in SEO believe that if content is made open and available, search engines will reward…

All successful content strategies result from the right content assets that drive engagement, enhance reputation, and increase the visibility of a business

The purpose of content marketing is to use content as leverage to attract visitors to your site or digital assets, engage them, turn them into paying customers and retain them. Seems like a tall ask, doesn’t it? And it is. Even the best laid out content marketing strategy fails to find traction. So the question is – as businesses increasingly offer omnichannel experiences to their target audience, how do you ensure your content marketing strategy can be woven seamlessly into this business model and remain effective? [si_guide_block id="5651" title="Download our Premium Resource – Content marketing strategy guide" description="This guide shows you both how to develop a strategy to deploy content across all your online marketing and gives practical tips to make it happen."/] The answer – don't forget content assets that are central…

Content marketing that converts was created to help differentiate your brand from the others and help you achieve your business objectives

Have you ever found yourself trapped in a conversation where you’re talking to a self-absorbed person, almost doing a monologue about themselves, not caring what you think and feel? Your readers could be feeling the same thing when they read your content. There’s a misconception among marketers that content marketing should make them stand out. While there is a truth to this - after all, content marketing that converts was created to help differentiate your brand from the others and help you achieve your business objectives - it’s not meant to position you as the hero of your own story. Why? Because your customers are the heroes of the story. Not you. [si_guide_block id="34016" title="Download our Premium Resource – Evaluating content marketing ROI guide" description="This guide is aimed at helping you improve…

Leverage the power of user-generated content to drive traffic and increase conversions

User-generated content (UGC) has become an important part of the content marketing strategy in the current era where customers are ready to rave about your products or services online. UGC refers to the content that is created by the users of a brand. It can be anything from comments, reviews, and images to social media posts. According to the Nielsen Consumer Trust Index, 92% of consumers trust organic, user-generated content more than they trust traditional advertising. This is because brands don’t pay for UGC, it is unbiased and created by users because they like the offerings of a business. As a result, UGC is perceived as more authentic and honest. [si_guide_block id="5651" title="Download our Premium Resource – Content marketing strategy guide" description="This guide shows you…

Leads are often hailed as the lifeblood of a business – and while not everyone will agree with that statement, leads are clearly extremely important to the success and growth of your business

There are all kinds of ways to generate leads, 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.

Reason no. 1: It helps drive more (targeted) traffic to your website

In other words, it gives people a good enough reason to visit your business website. Unless you’re one of the world’s biggest brands, there isn’t much reason…

Interview: Lee Odden, CEO and founder of TopRank Marketing and Author of "Optimize: How to Attract and Engage More Customers by Integrating SEO, Social Media, and Content Marketing"

One thing I have learned working for start-ups and big brands looking to build their presence through digital channels is the need for you to develop “continuous learning”. With the shifting technology landscape and the growth in new emerging channels to engage with audiences, the only way to keep on top of how you operate and to remain relevant is to identify good resources to follow Lee Odden is one of those people who has been a leading voice in the marketing industry – an author and founder of agency, TopRank Marketing you can also follow Lee on Twitter @leeodden I had the chance to catch up with Lee specifically on this very…

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