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Introducing a new tool to help marketers review and improve the best options for promoting content

If you’re a regular reader of Smart Insights, it’s likely you’ve seen, or even better, used our Content Marketing Matrix developed with First10. It has proved to be a popular infographic since it’s not just a nice visual of some interesting ‘facts and figures’ about marketing, rather it can actually be applied to get better results since it helps businesses brainstorm the best types of content to create as part of their content marketing strategy.

What is the Content Distribution Matrix?

This infographic is aimed at helping marketers to review the effectiveness of different types of Paid, Owned and Earned media to promote or distribute their content in generating site visits, leads or sale compared to the level of investment in applying the media measured as paid media costs or the costs of marketing…

Today, content marketing is one of the most effective forms of marketing. Demand Metric revealed that content marketing delivers 3 times more leads than traditional marketing and costs 62% less.

Considering this statistic, it’s, therefore, no surprise that 91% of B2B marketers and 86% of B2C marketers use content marketing, according to the Content Marketing Institute (CMI).

In a nutshell, businesses are using content marketing as a strategy to reach and convert prospects. But are they getting the best results possible?

To achieve these results, you need to focus on improving these 9 most important content marketing skills.

1. Content creation skills

Even though it’s obvious, very few content marketers can create the type of content that…

How do you run content marketing campaigns for your business in 2020 when the competition is fiercer than ever?

Content marketing has been proven to produce amazing results for businesses. For instance, content marketing generates three times more leads at a 62% lower cost than traditional marketing. But there's a little problem: how do you run content marketing campaigns for your business in 2020 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. [si_guide_block id="150958" title="Download our Individual Member Resource – Content ideation template" description="Take your content marketing to the next level by generating great new ideas with the help of this set of clear, actionable templates."/] Unsurprisingly, CoSchedule found that marketers who proactively plan their projects or campaigns…

One of the best ways to keep people on your website longer and build up trust and conversions is through great content

Getting people to trust and ultimately buy from your business is a long process. It starts by getting people to visit your website, but traffic is not enough. You also need to give people a reason to stick around for longer so they can ultimately convert. One of the best ways to keep people on your website longer and build up trust and conversions is through great content. [si_guide_block id="85104" title="Download our Free Resource – Top 10 common content marketing mistakes" description="This guide gives recommendations for marketers responsible for managing and improving content marketing who want to develop a more strategic approach."/] In this blog post, I’m going to show you how to leverage content to keep people on your website longer.

Why it’s important to keep people on your website for…

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

Content marketing is still very much at the heart of digital marketing, with content continuing to be a vital tactic for bringing in traffic and encouraging conversions. However, content marketing has moved past blogs and now encompasses so much more. The industry is also more competitive than ever, with content being produced on masse, making it harder to ensure yours stands out. [si_blog_banner_cta] In order to be successful at content marketing, you need to ensure that you’re taking into account more technical aspects – such as SEO – but also that you’re effectively battling for consumers’ attention. It is this battle that has led content to change at a rapid pace, with competition leading to increased levels of innovation. This is why you need to stay on top of the latest trends and advances in the content marketing arena. With this in mind,…

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…

To be successful at content marketing, your first task is to create a content marketing strategy.

Content marketing is one of the most effective ways to gain more leads and customers. But there's one problem: content marketing is a lot of work.   For example, consider a study by Zazzle Media. In this study, 60% of companies say they find it difficult to produce content consistently while 65% find it hard to produce engaging content.   There's a solution though. To be successful at content marketing, your first task is to create a content marketing strategy.   In your content marketing strategy, you have details such as:  Marketing goals  Ideal audience   Marketing channels  Content frequency  How to…

Leverage your company’s content marketing strategy with evergreen articles to drive more traffic to your blog

Your company’s blog is a powerful tool that is not correctly being utilized if it lacks evergreen content. Most people are unaware that the majority of blog posts fall under two main categories, evergreen content being one of them. With that said, your current company articles do fall under either of the two, you just do not know it. When unaware of the purpose of the content you create, it is impossible to know how to use it to your benefit. [si_guide_block id="85104" title="Download our Free Resource – Top 10 common content marketing mistakes" description="Our free content marketing mistakes guide reveals the most common mistakes, but more importantly, what to do about them. It highlights auditing tools, strategy recommendations and examples."/] Learning how to write evergreen blog content that will rank on Google is essential to leveraging your digital…

Make sure your content connects when you’re working in niche industries

Content is king – even in niche markets. But when it comes to those industries where technical terminology, tight regulations, limited audiences and often uninspiring details are the realities of a marketer’s routine, creating that content can often seem an insurmountable challenge. Whilst the digital marketing conferences showcase outlandishly creative case studies from exciting FMCG brands, there you are, trying to sell that much less exciting thing that you are selling. So how do we, as marketers in niche environments and complicated product areas, create the content that stands out from the crowd to engage our target audiences and, above all else, delivers that return on investment? What shape does our strategy need to take in order to prove the value of content marketing in niches where, in many cases, the freedom to create that content, the demand to receive it…

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.

[si_quick_block id="111353" title="How to plan and promote a high-converting webinar" description="This…