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Lee Odden

No April Fool’s – Raising the Bar on Content Marketing Should Be Your Imperative in 2013

By Lee Odden     Content Marketing, Online Marketing

content marketingApril 1st is prime time for jokes from brands seeking to capitalize on the holiday. One trend that is no joke involves the importance of content in the digital marketing mix.

According to a study from Econsultancy and Adobe, content ties as the number one digital marketing priority along with conversion rate optimization for 2013.  That confidence and focus on content has companies responding with investments. A study from MarketingProfs and Content Marketing Institute reports that 86% of BtoC companies will keep or increase their investments in content marketing spending in 2013. Additionally, 54% of BtoB companies will increase content marketing spending.

Along with an increased digital marketing focus on content are the major changes with search engines and the practice of SEO. Now more than ever, the importance of on and off domain content is as important or more than the technical aspects of optimization.

Whatever the rationale, the mass rush to the content marketing bandwagon has resulted in a dramatic increase in crap, or low quality content. There are a number of “myths” about content marketing that are causing companies to waste time and resources, including the notion that simply creating more content is the answer.

You Can’t Optimize Better Customer Experience Simply By Adding More Content. Raise The Bar On Quality, Context And Relevance To Win The Content Marketing Game.

Last week Miranda posted a liveblog of my presentation at SES New York: Creative Content Marketing: Winning Hearts, Minds and Wallets. Below is an embed of that full presentation (now downloadable) offering tips on content sourcing and types of content for scalable brand storytelling.

This well received content marketing presentation includes a number of examples including General Mills, Dell and a content marketing project we did for the Content Marketing World conference. As a bonus, it also includes a link to a new ebook:  Content Marketing Smarts – 20 Examples of BtoB and BtoC Brands Creating Standout Content

How have you been able to organize your content development and promotion efforts to scale while maintaining quality?  What challenges do you have with increasing content production while retaining brand story and marketing performance expectations?


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