Joshua Nite

Joshua Nite

2019 B2B Content Marketing Trends: The 10 Biggest Opportunities for Marketers

Joshua Nite on Oct 10th, 2018     B2B Marketing, Content Marketing

For content marketers, each year’s publication of the B2B Content Marketing Benchmarks, Budgets and Trends Report should be truly exciting. Even more than the latest iPhone announcement. In fact, especially more than the latest iPhone announcement.

Don’t get me wrong: I love a slightly bigger screen, creepy new camera features and a higher price tag as much as the next guy. But the annual report from Content Marketing Institute (CMI) and MarketingProfs can actually make marketers better at our jobs.

The 2019 edition has officially been released, and there are plenty of thought-provoking stats in just the first couple of pages; high-level attributes of top performers and clear opportunities for improvement.

Joshua Nite

Is Anybody Out There? How to Get More Eyes On Your Blog Content

Joshua Nite on Sep 26th, 2018     Blog Marketing, Blogging Strategy, Content Marketing

Tips for Better Blog Content Promotion

What’s more important than creating great blog content? What’s more important than writing with empathy, storytelling, and research? What’s more important than even knowing your audience better than they know themselves?

Amplification.

Stay with me. If you’re a content marketing writer like me, amplification is the less sexy part of the job. The rewarding part, the part that matters, is writing that amazing, useful content. I’d much rather build glittering cathedrals of words that compel people to read by the sheer power of my prose.

The trouble is, there are thousands of people out there writing amazing blogs. There is a ton of wonderful, beautiful pieces of content out there. And the only way people will find your blog is if you bring them to it. Without amplification built into your content marketing strategy, your blog is a diamond buried five miles beneath the surface of the earth. It’s pretty! It’s valuable! But it’s not doing anyone any good.

Joshua Nite

How to Build a Resilient Evergreen Content Marketing Forest

Joshua Nite on Aug 8th, 2018     Content Marketing, Digital Marketing

Evergreen Content Marketing

Evergreen trees are a symbol of life and renewal because they never lose their leaves; they stay green year-round.

Tell that to anyone who has dragged a Christmas tree to the garbage on New Year’s Day.

The truth is, evergreen trees are part of an ecosystem. When they’re rooted and cared for, they thrive and the whole forest benefits. Cut one down and take it home, and it won’t be green for long.

Evergreen content is the same way. We tend to think of it as stand-alone pieces of content that bring in traffic without any additional effort. Something isolated, set-it-and-forget-it. But if you treat your content that way, it will start dropping needles on the carpet with a quickness.

Joshua Nite

What Does ‘Quality’ Really Mean in Content Marketing?

Joshua Nite on Jul 16th, 2018     B2B Marketing, B2C Marketing, Content Marketing

Quality in Content Marketing

Have you heard the good news about quality content? It’s the latest innovation that’s sweeping the nation. It’s going to revolutionize your content marketing efforts. If your current strategy is to crank out crappy content, then quality content is going to blow your KPIs away!

Okay, sarcasm aside: Every content marketer knows their content needs to be good to be effective. We call it “quality,” or “value,” or “usefulness.” But all of these traits can vary widely depending on your audience. For example, conventional wisdom might say that 500-word blog posts don’t connect with readers. But that word count may be just the right length for the people you want to reach.

So, when we get into the specifics, quality is relative and highly subjective. But it’s possible to define quality content marketing in a more universal way:

Joshua Nite

Beyond the Hype Cycle: It’s Time to Redefine Influencer Marketing

Joshua Nite on Jun 18th, 2018     Influencer Marketing

It's Time to Redefine Influencer Marketing

Every marketer should consider getting a tattoo of Gartner’s Hype Cycle, as a reminder to keep us from chasing shiny objects.

The Hype Cycle goes like this:

  1. A new hotness emerges. It could be new technology, a new strategy or tactic, some new thing.
  2. There are wild predictions about how the thing will revolutionize the world.
  3. People scramble to get on board with the thing before they even understand it.
  4. The new thing doesn’t measure up to elevated expectations.
  5. People get disillusioned with the thing and decide it’s worthless.
  6. People actually learn how the thing works, get sophisticated in using it.
  7. The thing turns out to be pretty awesome and is used productively.
Joshua Nite

Marketers, Assemble! The Super-Powered Team-Up of Content Marketing Confluence

Joshua Nite     Content Marketing

Content Marketing Super Team

It’s been a spectacular decade to be a nerd. The superheroes we love leaped from the page to the multiplex, each movie connected to the rest with the kind of complex storytelling we love in comic books.

It started with Iron Man in 2008. This weekend, “Avengers: Infinity War” hits theaters, with over two dozen heroes throwing down against a celestial being with godlike powers (who, for some reason, has a chin that looks like a raisin).

The Avengers and Content Marketing

The California Raisins reboot looks really dark.

I’m pretty stoked.

Team-up events like this are great because a superhero team is always more powerful than the sum of its parts. They can use their powers to complement each other in unexpected ways:

Joshua Nite

Social Media Marketing Benchmarks: What Works & Where to Focus

Social Media Marketing Benchmarks Report 2018

Social media marketers, how are you feeling? Take a minute to breathe if you need to. The last few months have been a wild ride. Fatigue, vertigo, and even a little nausea are perfectly understandable.

As I said before, social media isn’t dying, but it is changing. Marketers are used to quick changes, naturally, but it’s important to be sure we’re making the right changes. We should approach evolving our social media with the same data-driven, strategic rigor that applies to everything else we do.

The good folks at Rival IQ recently published their 2018 Social Media Benchmarking Report. The data points to some clear directions for the next evolution of social media marketing.

Here are some of the key data points – and, more importantly, what you should do about them.

Joshua Nite

How to Survive the Social Media Midlife Crisis

Joshua Nite     Online Marketing, Social Media

Time moves faster on the internet. Last month’s memes are about as relevant as a 1920s vaudeville show. Even a bona fide viral phenomenon from just a few years ago seems quaint and dated.

Twitter and Facebook are only 12 and 14 years old, respectively. But they’re aging at internet speed. And right now they’re having a midlife crisis. Instead of buying a sports car and taking up craft brewing, though, that crisis is manifesting as existential dread and intense soul-searching.

The people who run the platforms are publicly examining their purpose and societal impact. More importantly, the people who use the platforms are asking tough questions:

What am I getting out of my time spent here?

Who is this platform structured to benefit?

Joshua Nite

B2B Podcasting: What, Why and How

Joshua Nite     B2B Marketing, Podcasting

The What, Why & How of B2B Podcasting

Okay, B2B marketers, time for a pop quiz:

  1. Which content marketing tactic can hold an audience’s attention for a half hour or more at a time?
  2. Which tactic inspires an audience to subscribe to your content and make a regular appointment to consume it?
  3. Which tactic can help boost thought leadership, raise awareness and engage influencers in your industry?
  4. Which tactic is in the title of this blog post?

The answer, of course, is podcasting. These long-form audio programs first emerged in the early 2000s. Back then, they were a niche format for hobbyists and tech nerds (like me). But the rise of the smartphone brought podcasts to the masses. Now, there are hundreds of hours of programming available on every conceivable subject, in every genre from true crime to horror to musical.  But we haven’t hit content shock for podcasts it’s still a growing market.

Joshua Nite

Content Marketers, This Is Not a Drill: 5 Alarm Bells from BuzzSumo’s Latest Report

Joshua Nite     Content Marketing, Social Media

Content Marketing Takeaways from BuzzSumo's Content Trends Report

AWWOOOOGA! AWOOOOGA!

Content marketers, there is a content marketing emergency happening right now. This is not a drill. Please gather your belongings and exit the building in an orderly fashion. Go to your predetermined meeting spots to verify that your co-workers are safe, and start making a plan for the future.

I’m not naturally an alarmist. But there’s blood in the water. And smoke on the water. And fire in the sky. BuzzSumo just published their Content Trends for 2018 and the results aren’t pretty. After analyzing 100 million pieces of content for social sharing, social traffic referrals, and backlinks, the team has one clear takeaway: What most content marketers are doing is no longer working.

Joshua Nite

This Changes Everything: How AI Is Transforming Digital Marketing

Joshua Nite     Content Marketing, Email Marketing, SEO

How AI Is Transforming Digital Marketing

Will artificial intelligence (AI) put marketers out of work?

It’s a question I’m seeing a lot lately, and to me, it’s a strange one. It’s like if everyone 150 years ago was asking: “Will the tractor put farmers out of work?” Of course, John Deere didn’t put farmers out of business; better tools just made them more efficient and better able to scale.

Granted, the tractor did reduce the demand for horses and farmhands. So, no, AI will not put you out of work…as long as your work is creative, innovative and intelligent. If all of your daily work can be done by a machine, eventually it will be.

Joshua Nite

What Are Hashtags Really For? #Confused #Blessed #NoFilter

Joshua Nite     Social Media, Twitter

What Are Hashtags Really For?

In late 2014, the hashtag #WhyIStayed was trending on Twitter. Frozen pizza slinger DiGiorno, known for being snarky and clever on social media, wanted to join the fun:

DiGiorno Hashtag Social Media Marketing Fail

There was just one problem: #WhyIStayed started in response to a video of domestic abuse. Women used the hashtag to tell their own story of abuse and talk about the societal pressures that led them to stay with their abusers.

At best, DiGiorno looked clueless. At worst, it looked like they were making light of a very serious issue. All they wanted was a little brand visibility…and they got it, but not in the way they were hoping.