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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. 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. Evergreen content, though, doesn’t age the same way: it 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. [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…

Google Search Console Insights combines Google Search Console and Google Analytics to introduce a new SEO platform for content marketers

If you regularly use Google Analytics and/or Google Search Console tools to evaluate and optimize your marketing (and if you don't - here's some starters for you!), you may have heard about this integrated new insights platform update from Google.

What is Google Search Console Insights?

Still in Beta mode, Google Search Console Insights is a new platform which allows content marketers an integrated overview of how their content is searched for/discovered (GSC) alongside insights about the audience and their behaviour (GA). [si_guide_block id="6160" title="Download Premium Member resource – Google Analytics setup audit" description="This popular template is indispensable if you're serious about the accuracy of your Analytics and applying data-driven marketing to improve results for your business."/] In…

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…