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 review the effectiveness of different types of Paid, Owned, and Earned media to promote or distribute their content in generating site visits, leads or sales compared to the level of investment in applying the media measured as paid media costs or the costs of marketing…

A content marketing planning tool to help marketers generate a matrix of 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 our Content Marketing Matrix 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.…
What are the most popular free and paid marketing writing assistant tools using generative AI for creating content? 2023 was a rare year in marketing, where the latest martech innovations we discuss crossed over into the mainstream. Of course, this has been prompted by the huge interest in ChatGPT, not only for marketing, but in many other applications. For 'hands-on' marketers seeking to take advantage of the latest AI-based tools for generating content and copywriting, there are now quite a few options which I'll recommend at the end of the post. In previous posts, I have reviewed how to use the free version of ChatGPT for marketing  and covered the latest updates to ChatGPT relevant for marketers. Smart Insights Business Members can also read more about how to start use ChatGPT collaboratively in our new Quick Win: How to use ChatGPT for marketing, covering AI marketing planning, strengths and weaknesses of…

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, digital transformations are 'long-term efforts to rewire how an organization continuously improves and changes'. This generic definition is true for all industries but it's particularly prominent in the manufacturing industry right now. For example, this PwC survey of oil and gas executives reported that manufacturing leaders see the most potential in technologies that combine data and analysis. In this insightful report, PwC outlined a framework for digital transformation within the sector. This demonstrates that…

Why agreeing on a policy for how AI is used in marketing is an essential part of the future marketing playbook for all businesses

ChatGPT has thrust Generative AI into prominence for marketers and many others whose activities involve content creation. Many have been ‘wowed’ by the power of this and similar tools for the speed of generating copy and content to save time. Yet time to produce content is only one part of effective content marketing. Without a policy for managing how AI is used by marketers within a business, we'll see that there are many risks that need to be controlled. It reminds me of a similar situation to fifteen plus years ago when social media marketing was first widely adopted. As its use evolved, it was often used on an ad hoc basis in different parts of a business and often by junior marketers or interns without the oversight…

Today, content marketing is one of the most effective forms of marketing. Find out how digital and content marketing managers can boost their content strategies in 2022

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 will achieve great results for their business. First, content writing is important for your blogs and other important website pages.

To improve content writing skills and eliminate blunders, a marketer has to learn about grammar. Grammarly is a tool that can assist writers to proofread their written content.

Content marketers need to improve their multimedia content creation skills to connect…

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…