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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…

Chart of the Week: 86% of B2B marketers have used content marketing to achieve brand awareness goals in the last year

B2B marketers are successfully using content marketing to achieve top-of-the-funnel goals, with 86% saying they have used it to achieve their brand awareness goals in the last 12 months. New research from the Content Marketing Institute (CMI) has revealed that content marketing is helping 79% of marketers to educate their audiences while 75% are successfully using it to build credibility and/or trust. However, fewer marketers are managing to make the most of content marketing when it comes to actions deeper in the funnel. According to the 2020 B2B Benchmarks, Budgets and Trends report, just 63% are managing to use content marketing to build loyalty with existing clients or customers, suggesting they could be missing out on a…

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…

Chart of the day: New research reveals that bloggers are getting results across a few metrics, whilst most are blogging less often than daily

Over 1000 bloggers took part in a survey for Andy Crestodina of Orbit Media, they were asked a range of questions about how often they blog, the types of media they use, blog promotion and whether blogs are delivering results for them. As in the B2B world (and even in B2C) blogging is such a commonly used technique, which often gets a lot of time from marketers, but does it work? The results are positive. Bloggers are blogging less often, most bloggers publish weekly rather than daily, but bloggers are spending more time than ever writing blog posts. The message "quality over quality" certainly seems to be true. Bloggers are not publishing loads of content for the sake of it, there is a clear focus on quality. Better, longer…

Creating a Bigger and Better Blog for 2017

It’s no secret that the most, if not all, profitable niches in online marketing are already highly saturated. If you think you have an idea for a new blog topic, there are probably a thousand blogs that already published the same post. And in time, there'll be more content than humans can consume – resulting in “Content Shock." Remember that the fundamental law of supply and demand affects everything. The price for any commodity falls when supply exceeds demand. But when it comes to content marketing, you end up paying your audience to consume your content because there’s no price for them to begin with. In addition to time, thriving bloggers now need to invest in tools and resources that help with content creation. It’s also common for bloggers to bribe their audience into subscribing with free eBooks, discount coupons, and free trial periods. Whether…