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28
Apr

Organizing for Content: A Detailed Overview

organizing for content marketing

Organizing for content can be complex, very much similar to controlling a complex swarm-system, just like the swarm of birds in the picture.

Luckily you can get organized to control the complexity of content marketing.

In this blog post I want share in detail, using examples and best practices, how small, medium and large organization can get organized on different levels for content marketing:

  • Strategy
  • Organization
  • People
  • Processes

Read more »

25
Mar

8 Steps Always Found in the Best Content Marketing Strategies

new to content marketing strategyIf you are a “newbie” to content marketing, this article is for you.

I’ve had the privilege to be part of multiple content marketing implementations in small companies, medium companies, and super-large companies.

But the basics always remain the same.

Today I want to share with you what those basics are.

Today, I want to share with you what really matters when developing your content marketing strategy.

Read more »

3
Mar

How to Unlock Content Marketing Value in Complex Markets?

Content marketing in a multi-market, multi-product business can become very complicated.

In this blog post I offer some insight on how to solve that complexity, using pain based segmentation and simplification of your content marketing strategy.

The classic buying journey

Customer centric content is what attracts, engages and eventually helps to make the sale.

But when customers move through their relationship with a brand, their focus changes. They constantly go through a changing state-of-mind, depending on a lot of different factors. Read more »

10
Feb

Social Business Strategy – The Law of the Squeezing Social Media Networks

social business strategyWhat happened in 2014 in the field of digital marketing can best be compared with the Law of Bernoulli.

This law is very simple to understand: put your foot on a water hose and turn on the tap. What happens next, in my imagination,  is a bubble of water that appears in the hose, just like in the Tom & Jerry cartoons from my childhood. On one side of the bubble, the pressure is higher. And on the other side, at the far end, only a little bit of water comes out. Take your foot of the water hose, and “voilà”, there is again plenty of water. Agreed, Bernoulli’s law is more complex than that, but this is supposed to be Bernoulli’s law “for dummies”.

In 2014, we’ve seen that Facebook started putting both feet firmly on our social media water hoses. Where we used to enjoy delicious free organic reach for our content, with “Facebook Zero” that organic reach came to a standstill. If we want to reach our Facebook friends as a brand, an hose them down with our updates, we’ll have to pay “please-get-your-foot-of-the-water-hose”-money to Facebook.

What is less known is that not only Facebook is doing this. Other titans like Google, Twitter, and LinkedIn are taking steps in this direction.

Why do they do that? Obviously it comes down to money.

But it’s about more than just moneyRead more »

28
Jan

A step-by-step guide to Content Marketing Excellence

When digging into the world of content marketing, it’s easy to get overwhelmed by the 17 million hits on Google with best practices.

People are definitely searching for help, and they are overloaded with data and best practices. But still, we are starving for insight.

Where do you start?

 

content marketin strategy searches in search engines

A simple search in “Soovle” reveals the top search topics on content marketing in the major search engines.

Read more »

13
Jan

Best-of-the-Best Practices on Slideshare – My private collection

best of best practices on slideshare - private collectionThe first time I ever published something on Slideshare, I was excited. It was a presentation called “Spreading the Content Marketing Virus”, which in essence told “my story”.

It tells the story of why I dramatically shifted the marketing strategy of the company I worked for at the time. From outbound to inbound marketing.

Hybrid marketing is probably more correct, as we kept on applying paid media where useful. But also from analog marketing (does that even exist ?) to digital marketing.

I was excited because it was ‘my’ story. And obviously that’s important to me. Ever since then I have continued to post presentations on Slideshare.

Today I want to

  • share with you what I learned on Slideshare,
  • and share some of my “private web resources collection” of best practices about Slideshare publishing.

Read more »

29
Dec

(Slideshare) How to plan & design your social business CULTURE ?

social business cultureA couple of weeks ago I published a blog post with a “way-too-long-title”.

But what the heck, I still decided to call it “How have IBM, Adobe, and Dell become a Social Business? And what can a smaller company learn from them?”.

Sometimes you just need to do what you think you need to do, even when it’s not in line with digital marketing best practices. Read more »

22
Dec

7 Ass-Kicking ‘Awesome’ Digital Marketing Ebooks of 2014

book - Mary(n_n)West on FlickrCatching the attention of  buyers is done differently today. In the digital world we live in today, classic interruption marketing is less and less effective.

Applying traditional marketing tactics in the online world doesn’t work.

In your case as a marketing professional, you are constantly looking for insight, trends, best practices and how-to-do stuff. You are blind for advertising, you use Google as your best friend, follow RSS feeds of major marketing blogs, and subscribe to newsletters. Right?

What catches your attention? As digital marketers we are constantly flooded with whitepapers, ebooks, ultimate guides and webinars.

Not all of them are of the same quality.

But sometimes you encounter brilliant, well researched, and extensive ebooks.

In this blog post I want to share some of the best ebooks I have found in 2014. Each and every piece is really useful, practical, visual, and something you want to save on your PC.

With the holiday period coming up, you might have some time to read some of them ;-).

* image by Mary(n_n)West, on Flickr.

Read more »

30
Nov

How have IBM, Adobe, and Dell become a Social Business? And what can a smaller company learn from them?

social business for SMBWhat can small and medium business (SMB) learn from giants such as IBM, Adobe and Dell about becoming a social business?

At first sight learning from these giants seems a crazy idea. SMB’s are different by every means. They have less budget, less employees, and certainly have different problems.

But surprisingly, when looking at how these large companies have become social businesses, there is a lot smaller companies can learn…

 

For this blog post I have:

  • studied the social business strategies of  IBM, Adobe and Dell in detail,
  • mapped out a the best practices from these companies
  • formulated some best practices feasible for SMBs.

Read more »

15
Nov

(SlideShare) Trends, Innovations and the Future of Smart Content Marketing

follow the frogConductive Ink, Big ass content, Robot writers, kinetic text motion graphics and marketing apps.

Those sound as the future, but they are not.

Which content marketing trends are on the verge of breakthrough?

Coca Cola, Cisco, Kraft Foods and many more have shown that content marketing is not just a hype type of marketing. For them it is considered modern marketing in todays world where digital and the internet surrounds our buyers.

Facebook has made numerous changes in 2014, ranging from Facebook Zero, and halting “click-bait headlines”  and “like-gating”. Also Google has changed their algorithm with Panda and Hummingbird, and Twitter is preparing itself to start filtering for relevance.

All these social network leaders are implementing measures to make sure the content explosion is not harming their users, by making sure users get relevant and qualitative updates in their newsfeed and search results.

Because of these changes in the digital and social bazaar, content marketing is rapidly becoming the default marketing tactic for the years to come.

But content marketing is changing rapidly, and marketers must go with the flow, and keep experimenting with new tactics, content formats, tools and technology.

This is why I have created a Slideshare presentation to keep you up to date on what’s happening in the land of content marketing! Read more »