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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…

Repurposing content is an easy, often time-saving practice, that brings a plethora of benefits

Are you making the most of your content? Repurposing content – i.e. finding new ways to re-use your content – is an easy, often time-saving practice that brings a plethora of benefits. From reaching a new audience to saving time creating new content and improving your search engine optimization (SEO), repurposing content is all about using data and insights to make your job as a marketer easier! In this short guide, I’m going to show you how exactly you too can repurpose your content.

Set marketing objectives that align your content marketing with your company's business vision

There are so many components in a marketing strategy, it can be easy to lose track. But, to make the most of your content marketing, marketers know that integrating your content strategy with your existing marketing activity goals is a sensible way to strengthen the…

Finance giants, entrepreneurs, and startups are all utilizing content marketing in their financial services marketing strategies to strengthen relationships with existing and potential clients

As you know, content marketing in financial services refers to the words, images, and data that financial services marketers use to engage the interest of a specified audience in order to educate or support a business goal, such as opening a bank account or finding a cheap mortgage. The impact of content is defined by the values, aspirations, and propositions that a brand/service/product seeks to convey. Content within the financial services industry is changing because customers are no longer responding to a ‘one-size-fits-all’ approach. It also has unique considerations such as the heavily regulated environment and the emergence of new access points such as smartphones and tablets. In order to respond to these changes, it is critical that banks, insurers, advisors, and all finance sector companies have a…

The manufacturing industry is experiencing rapid change. Catch up on the latest trends and innovations in this sector plus what we've learned about how to market a manufacturing company in 2021

Around the world, manufacturing marketers and managers are rapidly adapting and amending their marketing strategies to win more customers. Marketing for manufacturing is a unique skill, requiring a strong reliance on physical products in a digital world. That's why so many manufacturing businesses right now are relying on omnichannel marketing to acquire and retain high-value customers. We've got marketing strategies and tactics to help boost your profits. But first, let's take a deeper look into exactly how to market a manufacturing company.

How to market a manufacturing company with the RACE Framework

Regardless of your current levels of digital maturity, the RACE Framework is a structure you can use to take stock of your current manufacturing marketing efforts and find out how to…

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: 1.…

4IR means manufacturers are using technology and digital marketing techniques to streamline their marketing strategy

We are living and working in the 4th industrial revolution where increased competition coupled with changing customer expectations translates into a renewed focus on digital marketing for manufacturers. To keep up, manufacturing businesses need to optimize their approach to digital to stand out and defend their market share.

How does the digital era influence marketing for manufacturing?

According to Mckinsey, the objective of the global digital transformations we are seeing in technology and manufacturing sectors is to support not only the performance-management reporting cycles that the top team needs in reevaluating strategy but also the agile problem-solving systems that frontline workers use to identify opportunities. Interestingly, a PwC 2020 survey of oil and gas executives reported that these manufacturing leaders see the most potential in technologies that combine data and analysis. Their number…

If you're planning to optimize your branding or rebranding, we have tools to support your brand development at every stage

Have you ever wondered how brands grow as large and as well known as they do? From companies like Google to Starbucks, their names are known, customers know exactly what services and products they provide, and satisfied customers keep coming back for more. Brand development is how this happens, and it is no small feat. It takes time to cultivate a brand, to the point that a company has universal recognition like Gillette and Coca-Cola.

What does brand development involve?

Now that you recognize the importance of branding, what do you need to create a good brand? In a nutshell, brand development means: Finding your brand’s voice and communicating your value proposition Implementing your voice and style consistently throughout…

If you're planning to launch or grow your SME in 2021, discover 5 small business marketing strategies to accelerate your growth from startup to long-term stability

Launching a start-up can be an exhilarating experience. However, there's a difference between launching an enterprise and being able to grow a small business so that it becomes a long-term success. The key to success is ensuring your small business marketing activity is working efficiently and effectively to build an audience for you.

If small business marketing was easy, everyone would be successful first time. Oftentimes what happens is that when a startup is launched, its founders tend to get overzealous with their efforts to monetize its products and services, while failing to build a solid foundation from which the startup can actually be a viable company in the future.

While running a small business presents many unique challenges,…

Good digital marketing isn't just about creating content, you also need to review your performance to see where it can be improved

How often do you review your marketing performance? Creating great content for the various channels you use for your marketing campaign, whether they be social networks, your website or blog, or any other channel you’re using to connect with your audience, isn’t really enough to get you results. [si_monthly_campaign_blog_cta_banner id=160114] The only way to continue growing and evolving is to constantly improve and optimize your marketing strategies. In order to do this, you need to review your marketing performance, consistently. Our Content Marketing Learning Path supports members to plan their approach and increase the effectiveness of their content marketing activities with practical skills development and resources to measure and benchmark their success.

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In this blog post, discover why reviewing marketing performance should be at the top of your priority list in 2021.

When…

Viral marketing is not an exact science. It’s not the case that if you want to create a viral marketing campaign you simply have to think about it, plan it, and then you have it. If only it was that simple

Viral marketing has grown in popularity for consumers seeking entertainment and content creators finding new ways to reach their customers. Chances are that every CEO out there would like to have a viral marketing campaign for their company. Why? Because it is one of the most effective types of marketing. You don’t have to spend large budgets on creating ads or getting them out there. The focus here is on great content.

What is viral marketing?

Viral marketing - or word of mouth marketing, as it was known before the technology era - has been existing for decades, but only during the past few years, since the appearance of social media networks,…