Content Marketing

Ashley Zeckman

4 Ways Brands Can Use Creativity & Comedy to Create Award-Winning Content Marketing

Ashley Zeckman on Sep 14th, 2015     Content Marketing, Content Marketing World, Online Marketing

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“For those of you that think comedy won’t work for your brand, ask yourself: will it work for your customers?” – Tim Washer

Most the time, if you ask a group of people “do you like to laugh?” 100% of your audience will respond with a resounding “Yes!”. Seeing that, you’d assume that incorporating comedy into your content marketing would be a no-brainer, but that’s much easier said than done.

There is often the struggle between knowing how far to take humor, and incorporating comedy that speaks to your larger audience. Last week, Tim Washer of Cisco Systems provided a giggle inducing presentation at Content Marketing World aimed at helping marketers smartly inject comedy into their content marketing programs. Here are 4 ways according to Washer:

Joshua Nite

How Blackberry is Activating Employees as Brand Ambassadors with Content Marketing

Joshua Nite on Sep 14th, 2015     Content Marketing, Content Marketing World

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One of the most important audiences for content–the people who can make or break the success of your organization–is also the toughest audience to impress. They know your company inside and out. They have highly evolved B.S. detectors. They are the ones who decide whether what you say about your brand is true.

This crucial audience is your organization’s own employees. Enthusiastic and engaged employees can boost revenue, increase job creation, even increase the appreciation of your stock. Are your employees passionately bringing your story to life?

Type A Communications President Carla Johnson and BlackBerry’s Senior Vice President of Marketing Mark Wilson took the stage at Content Marketing World last week to discuss how we can bring the skills and strengths we have as marketers to address our internal audience. Mark used examples from BlackBerry’s internal marketing program to illustrate how to turn employees into brand ambassadors.

Joshua Nite

John Cleese: Creativity, Imagination & Tortoise Enclosures #CMWorld

Joshua Nite on Sep 11th, 2015     Content Marketing, Content Marketing World

john-cleese

The incisor growth rate of an average beaver is 32 feet per year.

The hatchet fish is the only creature with eyes on its wrists.

And now for something completely different…

John Cleese–actor, comedian, and 1/5th of Monty Python–started his presentation with the preceding two useful facts. Having armed the audience with knowledge, he proceeded to disarm us with his wit and wisdom.

“If you listen to what I’m going to say,” he began in earnest, “I guarantee by the end of this you will be more creative than you are now.” It was a bold statement, but entirely believable (far more so than the hatchet fish claim) from the man who gave the world the Ministry for Silly Walks and the Dead Parrot Sketch.

Alexis Hall

Creating a Content Galaxy: How to Save Time and Improve Quality with Repurposing from Amy Higgins #CMWorld

Alexis Hall on Sep 10th, 2015     Content Marketing, Content Marketing World, Online Marketing

Amy Higgins ImageOn the second day of Content Marketing World, it is apparent that one of the huge pain points of this industry is the struggle between quality and quantity of content. We all seem to feel the need to create more content and publish more often, in order to be seen. However, we also feel the squeeze of resource and time constraints.

Given this struggle, it is no surprise, that the room is packed front to back for 101 Ways to Repurpose Content, a session from Amy Higgins, Senior Manager of Social Media for Zendesk.

Amy opens by assuring the room that with proper planning you can have it all, quantity and quality of content. She shares three primary ways to gain efficiency to ramp up volume and create better content.

Ashley Zeckman

Incorporate Participation Marketing for More Scalable Content Marketing – Lee Odden #CMWorld

Ashley Zeckman on Sep 10th, 2015     Content Marketing, Content Marketing World, Online Marketing

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“The best should win, but creating the best is a challenge.” – Lee Odden

Yesterday at Content Marketing World, TopRank Marketing CEO Lee Odden delighted a packed room of marketers by providing inspiring and actionable advice on how to successfully approach participation marketing. Lee assured marketers that if they wanted to produce quality and scalable content, without having to scale marketing budgets, this was the place to be.

So, how can we get some relief from all of the hard work it takes to create a truly impactful participation marketing program?

Among the many things covered in his session were:

  • A methodical approach for deconstructing and repurposing marketing to make it more useful.
  • How to integrate influencers, social and SEO into your content plan.
Joshua Nite

Michael Brenner’s Tips, Tools, and Templates to Build Your Content Marketing Strategy #CMWorld

Joshua Nite on Sep 10th, 2015     Content Marketing, Content Marketing World

Michael-Brenner-NewsCred

“The world has changed. Most content stinks. Attract people through stories they love.” –Michael Brenner

NewsCred Head of Strategy Michael Brenner knows the challenges facing content marketers. Consumers no longer accept that content has to be ad supported. They–or, rather, we, since we’re all consumers–no longer tolerate interruptions. Not only that, but the best content we as marketers create still has to compete for attention with pictures of babies and puppies.

Michael’s solution? Create content your customers will love. Talk to them, understand their questions, and leverage the intelligence your organization already has. Michael estimates that “50% of the content you need is already present in your organization.” Auditing your existing content, and tapping your knowledgeable co-workers, can get your content hub off to a roaring start.

Joshua Nite

Break These 6 Bad Content Marketing Habits to Set Your Content Free

Joshua Nite on Sep 8th, 2015     Content Marketing

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It’s a feeling that all content marketers have experienced, and it’s not a pleasant one. You research your audience, you create content that speaks directly to their needs, and you say “Fly and be free!” as you release it into the world.

And then it falls flat on its metaphorical face. If this has happened to you, you’re not alone: Over half of marketers say they struggle with making their content effective.

There are chains that keep content marketing from soaring. They’re bad habits that you might not even know you’ve developed. Let’s shine a light on these chains and break them—with light? Special chain-breaking lights? Maybe lasers. Lasers break chains, right?

We’ll address the perils of mixed metaphors in another post. For now, let’s focus on breaking six bad content marketing habits to help your content soar.

Nick Ehrenberg

Influencer Marketing: Should You Pursue High Profile or Socially Authoritative Brand Advocates?

Nick Ehrenberg on Sep 3rd, 2015     Content Marketing, Influencer Marketing

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We’ve been talking a lot about influencers lately – and with good reason. The right mix of thought leaders and valuable content can catapult any integrated marketing campaign into vast new heights and audiences. Finding and connecting with those ideal influencers, however, has always been the challenge.

While there are multiple discovery tools available for influencer marketing research, identifying your influencers is only part of the battle. The next part is reconciling them with your overall program objectives. It’s here that we’ve witnessed disconnects between marketing teams and their executive leadership – and where the need for executive buy-in is crucial for any influencer marketing campaign. Executives may crave big names – chief executives of major industry organizations who may/may not have an active social presence.

Ashley Zeckman

Book Review & Interview: Content Inc. by Joe Pulizzi

Ashley Zeckman on Aug 27th, 2015     Book Reviews, Content Marketing, Online Marketing

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The Godfather of Content Marketing has struck gold again. Content Marketing Institute founder Joe Pulizzi has a new book that will hit shelves and Amazon carts this September.

His newest book, Content Inc.: How Entrepreneurs Use Content to Build Massive Audiences and Create Radically Successful Businesses is a delightful blend of inspiration from Joe’s personal experiences building Content Marketing Institute and advice businesses can follow to create an actionable content business model.

Content Inc. takes readers down the logical path from starting their journey, to monetization and creating next-level content.

When the Godfather releases a new piece of content it is always worth a read. If you don’t, you may have to answer to his loyal base of subscribers and followers. Below are some highlights of Content Inc. as well as an exclusive interview with Joe on his new book.

Ashley Zeckman

3 Examples of How Partnering with Influencers on Content Creates a Winning Combination

Ashley Zeckman on Aug 26th, 2015     Content Marketing, Influencer Marketing, Online Marketing

Collaborate-with-influencers

“Influencer Marketing” is a phrase that has gained momentum over the past few years. It seems that everywhere you turn, marketers are telling you that you need to incorporate influencers as part of your integrated digital marketing strategy. But the question is, does it really work?

Many companies may not have the staff or resources to run a full-fledged influencer marketing strategy, but that doesn’t mean you can’t begin dabbling in influencer marketing campaigns to help meet marketing and business objectives. A successful approach to influencer marketing provides value for both the company, and the influencers that participate. 

One ripe opportunity for building awareness and integrating influencer marketing into your marketing mix is to use it as a means to help promote events. 

Below are three stories of how TopRank Marketing helped three companies incorporate content and influencer marketing to create a winning combination for event promotion.

Ashley Zeckman

The Future of Content Marketing: Integration, Optimization and Participation

Ashley Zeckman on Aug 24th, 2015     Content Marketing, Content Marketing World, Online Marketing

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In 2015 the world celebrated the 126th birthday of Paris’ iconic Eiffel Tower. This important piece of history is comprised of over 18,000 individual pieces and was built by nearly 300 people participating in the project.

Developing content for content marketing programs can be approached with a similarly participative framework and in a way that satisfies some marketers’ top needs. According to Altimeter Group, 60% of surveyed marketers said that content creation was a top need while 53% named distribution. That means it’s time for organizations to begin looking outside of their marketing teams for content co-creation partners and to improve content promotion at the same time.

But how does an optimized, socialized and co-created content program work?

Alexis Hall

How to Avoid Marketing Automation Disaster: 6 Essential Pre-Planning Steps

Alexis Hall     Content Marketing

Marketing-Automation-Strategy

As sales cycles increase and buyers become more informed, marketing automation is on the tip of the tongue of almost every marketer you talk to today. In fact, research has found that 79% of top-performing companies have been using marketing automation for more than 2 years.

Over the past five years, I’ve consulted with clients as marketing automation conversations evolved from “what’s that” to “someday” through to the vendor selection, planning, implementation and measurement of a system. Interestingly, 78% of successful marketers cite marketing automation systems as most responsible for improving revenue contribution, but getting from the “someday” to the “planning” can be daunting.