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

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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.

Joe Pulizzi (The Godfather) Discusses the Content Marketing Revolution #CMWorld

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Without anyone accusing me of exaggerating, I can safely say that Joe Pulizzi is a bona fide content marketing visionary. Joe started using the term “content marketing” in 2001, long before the rest of the industry caught on to its potential. In the past decade and a half, Joe has firmly established his thought leadership in the field, earning the nickname “The Godfather of Content Marketing.”

In 2007, Joe founded the Content Marketing Institute (CMI), which has grown into a vital resource for thousands of marketers worldwide. In addition to building a massive hub of marketing resources, classes, and training programs, CMI produces Content Marketing World, the world’s largest content marketing event.

Blockbuster Content Marketing Success: Xerox Marketing VP Jeannine Rossignol #CMWorld

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Everything is bigger on the silver screen: hopes and dreams, heroes and villains, successes and failures. Simple human drama can become mythical when projected onto a giant movie screen. We go to the movies to laugh, cry, and gasp along with our fellow moviegoers, all of us sitting in the dark together sharing the experience. It’s a powerful example of how great content can create an experience that not only informs, but makes you feel. Creating those experiences is a whole crew of specialists, actors, director and producers, each playing their part.

Similarly, every successful content marketing program has a team of people working behind the scenes to create quality content that connects with customers. One trailblazing example of a marketing leader creating great content experiences is Jeannine Rossignol, VP of Marketing for Large Enterprise Organizations at Xerox.

Enterprise Content Marketing Strategy: Ready, Set, Action! Carlos Abler of 3M #CMWorld

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Long ago, I received the best business advice for accelerating performance: Find the smartest people in the industry and learn from them.

Whether you’re a budding director with dreams of the big screen or the director of marketing charged with scaling content across the enterprise, finding the right people to learn from is essential. When it comes to content marketing, you really can’t go wrong with Carlos Abler from 3M.

Carlos is the Leader of Content Marketing and Strategy: Global eTransformation at 3M where he developed the Enterprise Content Strategy and Marketing Acceleration program. You may have heard him interviewed for the Content Marketing Institute’s Pivot Podcast or seen him present at a number of content marketing conferences. In September, Carlos will be presenting at the 2015 Content Marketing World.

The Evolution of Public Relations Through Content Marketing

Content Marketing PR

Brands are answering the call to create more value for customers and their community by publishing their own news and editorial content.  As companies adopt a publisher model of content and media creation, many are surpassing the reach and influence of traditional publications in their industry.

Some great examples of popular content hubs include Intel IQ, Target’s Bulls Eye View, Adobe’s CMO.com and Dell’s Power More (client).

Dell Power More

Dell’s Power More Content Hub

I think everyone watching these trends can agree that the PR industry has been in a state of flux over the past few years. Over 17,000 newsroom jobs have been lost since 2007 and if you’re a journalist, that can be a scary statistic. In fact, if you’re in media relations, it can be concerning too, because with fewer journalists, the competition for stories is even higher.

The Digital Marketer’s Mobile Optimization Checklist

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Every good marketer knows that one of the key elements to success is making it as easy as possible for your audience to consume and share information. Part of creating ease of use is keeping in mind where and how your audience is spending their time.

What degree of success do you think a marketer would have if they were to plaster flyers at every Red Robin around the country, when the vast majority of their customers eat at In-N-Out in California?

So now we’re all hungry, but what does this have to do with mobile optimization? I hate to be the one to tell you, but mobile internet usage is something we need to be strategizing for now, not in the future.

B2B Content Marketing Playbook: Tips to Prepare You for the Big Content Game

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The 2015 B2B Marketing Report from Content Marketing Institute and MarketingProfs sheds a pretty bright light on the true state of B2B content marketing. While 86% of B2B marketers are using content marketing, only 8% rate their content marketing efforts as “very effective”. It’s not so different than teams participating in sports like football. Sure, everyone is playing, but who is actually really good at it?

Fundamental blocking and tackling are key for a winning football game. The same can be said for implementing a successful B2B content marketing program: mastery of the fundamentals is essential. With B2B content creation in particular, marketers must be prepared for everything from understanding the voice of the customer to developing the right mix of content assets.

Good Content Vs. Good Enough Content: A Fight for Sore Eyes with Ann Handley

Ann Handley Authority Rainmaker 2015

“Do you have any mustard?”

“Give me the mustard.”

“Pardon me: Do you have any Grey Poupon?”

These three statements mean the same thing, but each is a unique way of asking for the desired item. Often, it’s not what you say, but how you say it.

In her session at Authority Rainmaker 2015, Ann Handley shared the belief that brand voice is key to creating good content marketing that will set you apart.

There is this idea that as quantity of content increases, quality takes a nose dive. So how do you maintain or increase quality of content while increasing quantity?

It starts with being really good at the basics, like brand voice.

Not More Content…Ridiculously Better Content

The New Era of Sales and Content Marketing – Daniel Pink Keynote

Dan Pink Keynote

This week’s forecast calls for heavy rain. Not from the sky, but from the stage at Authority Rainmaker 2015, hosted by CopyBlogger. The conference got off to a bang with an electrifying keynote from Daniel Pink, TV show host, keynote speaker and author of To Sell Is Human: The Surprising Truth About Moving Others.

According to Dan, the buying experience has changed more in the last ten years than in the previous 100, due in large part to the unprecedented access to information that the average consumer has today. However, many companies’ sales processes have yet to catch up to the meteoric changes that the internet has brought to the marketplace

The Art of Repurposing Content – 5 Creative Tips for Content Marketers

Painting by Boyan Dimitrov via Shutterstock

Many companies chasing the “brand publisher” approach to content are running out of steam and troubled by their inability to tie content to marketing ROI.

The most recent B2B content marketing study from from CMI and MarketingProfs shows the biggest challenge with content marketing is measurement (51%) followed by not being able to produce engaging (50%), consistent (44%), or a variety of content (40%).

At the same time, there are numerous B2B content marketing case studies here, here and here of companies succeeding with content marketing programs.

But let’s face it: Even with many success stories (including ours and those of our clients) B2C and B2B Content Marketers alike are challenged. Creating a variety of engaging content on a consistent basis is the bane of many marketing managers world-wide.

Content Marketing Rescue: 4 Tips for Saving Your Brand’s Content Marketing Strategy

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Sometimes it takes an outsider’s perspective to give us the reality check we need when it comes Content Marketing strategy.

Popular shows such as Bar Rescue, Restaurant Impossible and Kitchen Nightmares feature industry experts that come into a business, determine the issues hindering success and help the business turn it all around.

When you boil it down, brand-side Content Marketers are facing many of the same issues as these failing bars and restaurants. It often doesn’t matter if you’re a team of one or twenty, sometimes it’s time to bring in the experts. Budget, time and resources can often hinder a brand’s ability to call in for the big guns. Luckily, we’re here to help give some tough love and sound advice for brand marketers looking to revive their Content Marketing strategy. Of the many things you need to keep in mind, here are four high level priorities.