Save up to 50% on annual marketing training memberships

Content Marketing

Top tips for making a quick but effective content audit

One of the common themes I continually revisit in my work and writing is the proliferation and abundance of content. For brands looking to use content, and content marketing more specifically, to reach and engage prospects and customers, they have to think very carefully about the value and utility of their efforts and how this benefits their audience to generate action. There are many great resources and links to in-depth content audits, including Smart Insights’ 360 content marketing audit Quick Win. These are essential for anyone looking to conduct a detailed evaluation of a brand’s current content situation to make changes and recommendations. However, in this post, I’d like to highlight just five simple steps and techniques that I have personally found useful for making a quick assessment. This can often be useful for digital marketers looking to…

How to build a personal brand as a marketer: 7 effective tactics for personal brand building

As a marketer, building a personal brand can have a great impact on your success. Even if you work for a company, building your personal brand will prove a great benefit to your company as much as it will be to you. With a trusted personal brand, you have a unique position in your industry, the ability to influence a bigger audience and turn many of them into customers. As former Google CEO Eric Schmidt said, "Brands are the solution, not the problem. Brands are how you sort out the cesspool." But how do you build your personal brand as a marketer? In this blog post, discover 7 effective tactics you can start using today.

1. Understand your target audience

Trying to please everybody is the fastest way to pleasing no one. Therefore, you have to understand…

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…

When you're not joining your social media and blogging efforts, you aren't benefitting from their full potential impact

Everybody knows that your blog and social media accounts are essential parts of building an online presence for your brand. Both social media channels and blogs are powerful mechanisms for helping marketers analyze their audience and communicate with them. However, people usually separate these two things and use them to reach different goals. The case is that when you're not joining your social media and blogging efforts, you aren't benefitting from their full potential impact. In this article, I won’t suggest sharing your blog posts on your Twitter and Facebook accounts, as I hope it goes without saying. Instead, I’ll provide you with advice on how to make your marketing even more efficient by making your blog and social media work together.

Why you need to integrate your social media marketing and blogging

You’re most likely to…

Looking to improve your content marketing outcomes? Capture share of mind with a data-driven B2B content marketing strategy that doesn’t cost the earth

The B2B purchase cycle is changing significantly - and so are decisionmakers, who are under more scrutiny than ever to ensure that the solutions they pick deliver ROI. This means they need to get up to speed fast on new technologies, new approaches, new solutions and more. It’s a tall order, which has led the average sales cycle for a B2B solution to increase by 22% in recent years, according to Kapost. As a result, content is now playing a vital role. B2B decisionmakers are spending more than 57% of the purchase cycle engaging with content before they ever reach out to sales representatives. According to Forrester, on average a person consumes 11.4 pieces of content before making a purchase decision. That’s…

Understanding differences in culture can help you build more effective content to reach beyond borders

You only need to travel abroad or spend time with people who don’t come from the same place as you to see the impact of culture. The way a person acts, interprets or responds to different situations will be, to a great extent, influenced by their own cultural context. There are many examples of brands trying to take culture into account and unfortunately, the results are not always positive. Whilst some receive industry appreciation and sales uplifts, some are left writing official apologies. [si_guide_block id="149616" title="Download our Premium Member Resource – How to market effectively to different cultures" description="Once you've learned how culture can impact your content, download our guide to create engaging marketing material that will resonate all over the world."/] Toyota went to great lengths to integrate cultural differences and motivations into their communications, with their …

Making people click through your ad is just a small part of the whole marketing process, you also need a great landing page to get them to convert

Paid campaigns are considered to be the best choice if you want to drive quick results, as they really do get those results. However, paid ads aren't all about simply bidding on the right keywords. There are some other things you need to. Making people click through your ad is just a small part of the whole marketing process. The next thing they face is your landing page – a web page you should create for the purposes of your advertising campaign. The effectiveness of this page will influence whether or not you achieve your business goal. Quality landing page creation doesn’t require titanic efforts but it does need some research. The approaches you have to use will depend on your target audience and the…

... and what they might mean for 2020

Seasoned visitors to the Smart Insights blog will no doubt agree that there’s an abundance of, well, smart insights to take in on a daily basis. With digital and marketing constantly evolving, marketers have to work hard to keep up with the rapid pace of change and Smart Insights plays this role perfectly, providing up-to-date guidance, tips and advice on a huge range of topics. There’s a handy function on the Smart Insights blog that lets visitors sort posts by both recency and popularity. But rather than talk about what others have found most interesting in 2019, I thought I’d outline some of the insights that have educated and inspired me this year and how they’re likely to influence my thinking further in 2020. [si_blog_banner_cta]

Stories and stats that stood out in 2019

Looking back over the last twelve months, I was surprised by the breadth of…

The best digital marketing research across marketing channels - including SEO, PPC, CRO, social, mobile, martech, email, e-commerce, and UX - to help inform your 2019 marketing strategy

Because the state of digital marketing is always evolving, it is important to keep up-to-date with the latest research in your industry or marketing channel in order to stay ahead of your competition. However, it can be difficult to find the digital marketing research you need to help inform your digital strategy. We first curated these stats in 2017, but during 2018 and 2019, we've been committed to updating this article using the best digital marketing research data sources, which the team at Smart Insights have found helpful and informative throughout the year. Hopefully, this will help you too! [si_blog_banner_cta]

SEO statistics 2019

Total site visits produced by organic search…