Content Marketing

4 Digital Marketing Investments All Companies Should Be Making Now


It’s safe to say that not one company is sitting around scratching their head saying “I have all of this marketing budget to spare, what can I spend it on?”. Budgets are tight, and marketing budgets are often the first to feel the pain of cuts.

Traditional marketing tactics often come at a high price, and it can be difficult to track return. Alternatively, the vast array of digital marketing tactics evolve frequently and can quickly become overwhelming.

Each year, companies are investing more and more in digital marketing. In fact, Econsultancy found that 77% of marketers were planning on increasing digital marketing budgets in 2015. But the question on many marketers’ minds is: Where exactly should these digital marketing funds be invested?

Study: Content Marketing Inefficiencies Cost BtoB Companies Nearly $1 Billion

Content Marketing InefficiencyHow Efficient is Your Content Marketing? That’s the question Sharon Goldman asks in the August issue of BMA Buzz that Robert Rose and I did our best to answer. The article was inspired by a new study that finds content marketing waste and redundancy cost business to business companies nearly a billion dollars a year.

Not only are companies challenged to create a variety of engaging content on a consistent basis with clear ROI, but the making of the content is wasteful as well.

Whether you’ve made progress towards increasing the effectiveness of your content for marketing or not, I think there are some important choices to be made when it comes to marketing organization, leadership and strategy. Here’s the full article:

The Mortified Marketer: 8 Lessons To Help Evolve Your Content Marketing Strategy

The Mortified Content Marketer

Blogging, Day 1
Dear Diary,
Today I wrote my first blog post. Everyone is going to love it! I am going to blog every day.

Blogging, Day 10
Dear Diary,
I can’t think of anything to write. I’ve published one post, and the only person that read it was my mom.

The format above may sound familiar if you’ve ever heard the Mortified podcast (if you haven’t tuned in, you’re really missing out). In this podcast, adults get on stage and read passages from their journals, plays or fan fiction, all penned when they were children or teenagers.

Their understanding of how the world works (and their place in it) has vastly evolved from the time they wrote these entries, to the time they read them on stage.

4 Ways to Build Content Marketing Authority with SlideShare

SlideShare Content Marketing

Managing different types of content and where they fit into an integrated marketing mix across customer segments and stages of the buying cycle can be overwhelming. Amongst all the content that brands, publishers and consumers create, only the most authoritative sources are able to capture consumers’ attention.

Why is authority important in content marketing? Authority engenders trust, confidence and can motivate people to take necessary next steps.

Becoming authoritative in an age of information overload requires more than simply creating additional content. It requires content that attracts relevant audiences and engages readers to take action. Creating content authority also requires strategy, process and the right tools.

Why Content Marketing is Imperative for the Future of Public Relations

Content Marketing Public Relations

Whether you’re considering media relations, brand journalism or managing corporate communications, content has always played an essential part of effective Public Relations.

However, PR pros that don’t accelerate their ability to develop content strategy, development and measurement quickly and effectively are being left behind as the future of digital PR evolves. This is a topic I’ve advocated for the past 3 years, starting out as a warning and now a reality.

Major changes in the digital marketing and PR world have revealed how social technologies, devices and ubiquitous internet access have opened the doors for all-the-time, “everywhere” connectivity to the web.

That connectivity enables consumers and brands alike to:  Create, Consume, Publish, Interact and Transact anywhere, anytime. From tablets to smartphones to getting digital content via your car, the relationship between technology and people has had a major impact on how information is discovered, consumed and shared or acted upon.

4 Tips for Building the Perfect Content Marketing Sundae


There’s almost nothing better on a hot day than a frosty ice cream (or frozen yogurt) sundae that uses quality ingredients and just the right balance of toppings. You have to be careful not to overdo it with a blast of different flavors which can cause the sundae to become muddled and headed for the trash can.

Content marketing programs often start strong with a great base, but the desire to create a quantity of content instead of focusing on the quality of ingredients can cause it to fall short.

In 2011, Gartner predicted that by 2020, 85% of of customers will manage their relationships without even talking to a human. Content marketing plays one of the biggest roles in this trend. Good content marketing enables customers to self qualify themselves for your services and begin building a connection to you, before an email, phone call or in-person meeting ever takes place.

Find the Right Content Marketing Agency for a Happily Ever After

content marketing agency happily ever after

Heartfelt vows. First dances. Sparkler send-offs. Nothing says happily ever after quite like a romantic wedding. When it comes to finding “the one,” weddings beautifully illustrate the success of two people making a perfect match.

When you’re looking for love and the match is right, you just know. It might be the way your personalities meld, how you never run out of things to talk about, or the ease you feel when you’re with your Prince (or Princess) Charming.

Finding the right content marketing agency is a lot like finding your perfect match. From choosing a content partner that measures up to your dream list of qualities, to ensuring the agency really is who/what it claims to be, marketers are looking for a relationship that’s going to last. However 32% of marketers say they are challenged with finding trained content marketing professionals in 2015, which is over three times greater than the number of marketers who cited it as a problem in 2014.

5 Ways to Exercise & Develop Your Digital Marketing Muscles


Minnesota summers are so short that they often fly by in the blink of an eye. To make the most of the gorgeous weekend we just had, I found a bunch of active things to do. On Friday we went to the gym, Saturday consisted of Disc Golf and Sunday sent us to one of the local lakes to go paddle boarding.

I’ll admit that I’m more than a little tired, but it felt good to be so active.

The same logic can be applied to exercising your digital marketing muscles. The first couple days you might be “sore” but once you get into a routine, it’s easy sailing. The digital marketing landscape changes so quickly that the tactics that your team is deploying currently, may be vastly different in the matter of a few months.

5 Common Writing Clichés to Avoid for Better Content Marketing

blogging clichesEvery piece of content we produce as marketers makes an implicit promise to our audience. From beginning to end, each asset that is researched, created and published should be interesting, relevant, help solve a current pain point. The content will be informative, easy to read and provide value.

We must honor that promise to hold the reader’s attention and provide them with useful information. As Copyblogger founder Brian Clark says, “A great headline mixed with a lame opening is like inviting someone into your house, only to slam the door in their face as they approach.” Once you slam the door in a reader’s face, they’re not going to accept future invitations.

7 Ideas for Keeping Your Brand’s Content Marketing Fresh & Relevant


vegetable dish

Have you ever opened the fridge and realized that all of the produce that you painstakingly picked out at the farmers market had gone bad? Maybe there were a few items that were salvageable but the rest had to be tossed. You wouldn’t want to serve your guests a rotten ratatouille would you?

Today’s content marketers should be using only the freshest of ingredients (tactics) to keep their audience engaged and coming back for seconds.

Keeping an online audience engaged is getting harder and harder. They are constantly bombarded with an overwhelming amount of content which makes it very difficult to hold their attention. In fact, the Statistic Brain Research Institute found that the average attention span in 2015 is 8.25 seconds and only 4% of page views on the internet last longer than 10 minutes. Remember that blog post it took you 3 hours to write? Chances are your customers are speed reading and moving on.

Engage More Customers By Becoming a Content Marketing Sommelier

content marketing sommelia

A sommelier is known for having extensive knowledge about wines, and how to complement the sensory experience of each type with perfect food pairings. Many train for years in hopes of finally becoming a Master Sommelier.

When embarking on a content marketing initiative, it’s important to know how to maximize the sensory experience of your content. A Master Content Marketing Sommelier knows what will best engage their customers, be it a complex, full-bodied blog post or a light, crisp infographic.

Demand Metric found that content marketing generates 3 times as many leads as traditional outbound marketing but costs 62% less. This means marketers have a ripe opportunity to create content that expertly meets the needs of their audience.

Below are 6 tips to help you become a sommelier of content marketing.

Content Marketing: 4 Tips for Creating B2B Content When You’re at a Loss for Words


Content marketing has rapidly become an essential piece of the B2B marketing puzzle. Buyers are more connected and more self-directed than ever before, and informative, engaging content is key to making sure your organization becomes part of the buyer journey.

Creating a steady stream of quality content can be challenging for any marketer, but especially for those in B2B marketing, where buyers expect to be informed and entertained at the same time. So it’s no surprise that Content Marketing Institute’s latest report found that 54% of B2B Marketers rated producing engaging content as a top challenge, and 50% said producing content consistently is a challenge.