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Posts from the ‘Content Marketing’ Category

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 »

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.

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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 »

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 »

16
Oct

22 ROI Examples of Content Marketing showing Hard Business Results

content marketing hard business resultsIn the end CEO’s prefer to see clear results. Hard business results. They want to see the ROI of Content Marketing.

In this article I show you those hard business results using 22 examples of companies that used content marketing, and which had clear business results. These are not business results in terms of brand lift, social following increase,  or  whatever vanity metric you can come up with.

I will show you real cases, providing you with real numbers, where content marketing is increasing revenue for both B2C as B2B companies.

Before we jump into those 22 cases of hard cold business results of content marketing, first a little intro on the business value of content marketing. Read more »

3
Aug

From Visual Storytelling to Visual Marketing: The Undeniable Bigger Trend

visual marketingOK, a little warning is appropriate here. This is a blog post where I slightly get out of my comfort zone because I am actually going to tell you a story.

Before you go all mellow and zap away, bare with me for a second. Just listen to me for a while, and you’ll begin to see a much bigger trend currently happening in marketing. Using a few brilliant examples I’ll explain the bigger trend behind visual storytelling, and how it should transcend to become part of everything you do in your marketing.

What follows is a true story, but don’t tell me I didn’t warn you: I am not the best storyteller.

So here goes nothing… Read more »

13
Jul

What is a Content Identity?

content identityThe goal of any marketing initiative is to reach your business objectives. These business objectives can be very divers. You might want to create awareness around a new product, get more market share or sell more of an existing product in existing markets or new markets.

In practice you’ll create strategy elements and tactical elements that align with each of these different business objectives.

In the world of content marketing, that means developing content programs specifically aimed at each of these business objectives.

But once you get multiple content programs, or when your content programs become larger, it becomes complicated and difficult to keep you focused on the goal of a particular program. Read more »

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