There’s a fallacy about content marketing that great content will rise to the top. It’s been my experience a lot of mediocre content is easily available and lots of great content never gets the attention it deserves. Why? Because a lot of awesome content never gets marketed. […]
Do you ever feel like your head will explode for all the expert advice floating around about content marketing? When I say ‘expert’, I mean people who have made it big and are now dispensing easy ways any marketer can achieve the same thing. If you’re bogged down looking for advice in listicle land and wondering why you’re not experiencing the same success, there might be a good reason for it. […]
Content marketing is growing up according to new research released in the USA today. The B2C Content Marketing 2016: Benchmarks, Budgets, and Trends—North America by Content Marketing Institute (CMI) and MarketingProfs shows B2C marketers are realizing a return on their investment. As a result, they’re dedicating more of their total marketing budget to content marketing, 32% on average, compared to 25% last year. […]
On Tuesday, 8 September in Cleveland Ohio, I had the privilege of attending the world premiere of The Story of Content: Rise of New Marketing. It’s a documentary produced by the Content Marketing Institute to explain content marketing and why it’s become so important to business. It should be required viewing by everyone working in marketing. […]
So much of what we do in Australian marketing originates from the USA. I’m just back from an American conference where 3500 marketers, mostly from America, gathered to find out what’s coming next and what marketing departments should be focused on. It was a week of case studies, keynote speeches and presentations on what’s working and what we should be doing to ‘cut through’ and gain a broader audience. […]
Would you like to know how to grow your business without big budgets or a lot of resources? Joe Pulizzi’s new book, Content Inc.: How Entrepreneurs Use Content to Build Massive Audiences and Create Radically Successful Businesses, shows how you can find the sweet spot between passion and skills to successfully market your business. I’ve read an advanced copy and can say it’s the perfect book for Australian business owners and marketing managers. […]
Last week I ran roughshod over the shamans, charlatans and pretenders of content marketing. It was a full-blown rant called The Great Content Marketing Swindle aimed directly at service providers and in-house marketers that haven’t been giving their customers a fair deal. But not every failed project is the result of a swindle. In many cases the brand should accept responsibility for some of the backlash we’re encountering. […]
The first time I saw a measurable return on investment in content marketing was in 1996. No one was calling it ‘content marketing’ then but that’s what I was doing. I was writing case studies, magazine articles, and fact sheets to support products I was selling. It was easy to measure ROI because I had a big quota. The content was instrumental in convincing customers to sign contracts worth hundreds of thousands of dollars and a few deals well into the millions of dollars. […]
If there’s one thing lacking in most marketing departments, it’s good writers. The content marketing discipline is becoming ingrained in large and small businesses all over the world. Organisations who recruit and hire people with good writing skills are putting themselves in a position of competitive advantage. Here’s why. […]
Have you started a podcast? The Podcast Consumer 2015 from Edison Research and Triton Digital indicates you might want to start thinking about it. While there are no dramatic trends in the tactic, the research shows one important distinction about podcasting. It can deliver an audience in a place no other content can touch – and consumers are eating it up. […]
