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42 HOT TIPS for Compelling Content Marketing
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42 HOT TIPS for Compelling Content Marketing
1.
42 HOT TIPS
for Compelling Content MarketinG A Look back on 6 years of Content Marketing Institute articles #CMI42
2.
Why Content Marketing? (NOTE:
This is from Joeās inaugural Junta42 post) āOne thing is for sure, it is the organizations, not individual users or publishers, that have the greatest opportunity (and possibly learning curve) to create valuable content that makes an impact on people. Smart organizations are doing it now. More will come. Things are going to get interesting.ā ā Joe Pulizzi ī© Tweet it: Re: #contentmarketing in 2007: āMore will come. Things are going to get interesting.ā @juntajoe http://bit.ly/16rQDeP #CMI42
3.
Critical Content Marketing
Trends that Signal Big Industry Changes Ahead āāContent marketingā is close to surpassing āsearch marketingā in popularity as a keyword search term.ā ā Joe Pulizzi ī© Tweet it: āContent Marketing is close to surpassing search marketing as keyword search term.ā @juntajoe http://bit.ly/16lcMth #CMI42 The History of Content Marketing [Infographic] ā Corporate Storytelling is Not New āBrands have been telling stories to attract and retain customers for hundreds of years. The difference today is that the barriers to entry (content acceptance, talent and technology) no longer exist for brands to get into the publishing arena.ā ā Joe Pulizzi ī© Tweet it: āBarriers to entry no longer exist for brands to get into publishing arena.ā @juntajoe http://bit.ly/12eeYlM #CMI42 #CMI42
4.
24 Top Content
Marketing Questions Answered in Less than 140 Characters āContent marketing works with your other marketing, not in replacement of. The issue now is that most brands are underdeveloped in content marketing and we have to catch up.ā ā Joe Pulizzi ī© Tweet it: āMost brands are underdeveloped in #contentmarketing & we have to catch up.ā @juntajoe http://bit.ly/Z0b9Oq #CMI42 The 7 Business Goals of Content Marketing: Inbound Marketing Isnāt Enough āThe point is, there is no black and white in marketing; itās all gray. There are no silver bullets. Marketing objectives sometimes need to be solved with a combination of efforts, not by putting all your eggs in one basket.ā ā Joe Pulizzi ī© Tweet it: āThe point is, there is no black & white in marketing; itās all gray.ā @juntajoe http://bit.ly/Ts8TiI #CMI42 #CMI42
5.
First Things First
ā Content Strategy Before Social Strategy āThe question marketers must ask themselves is: āWhat makes my brand so interesting that people will want to talk about it and share it with their friends?ā (Even boring brands have something interesting to say!) You canāt succeed in social media if you donāt have something interesting to say.ā ā Patricia Redsicker ī© Tweet it: āWhat makes my brand so interesting people will want to talk about it & share w friends?ā @predsicker http://bit.ly/Z0capH #CMI42 Content Marketing: The Fallacy that More is Better āThere was a time for more, but that time has passed.ā ā Joe Pulizzi ī© Tweet it: Re: #contentmarketing: āThere was a time for more, but that time has passed.ā @juntajoe http://bit.ly/14M7Stg #CMI42 #CMI42
6.
The CMI Content
Marketing Framework: 7 Building Blocks to Success āThere are no āsilver bulletsā or one-size-fits-all plans that apply to every organization. However, there are some core, common elements across successful content marketing programs.ā ā Joe Pulizzi ī© Tweet it: āThere are some core, common elements across successful.ā #contentmarketing programs @juntajoe http://bit.ly/14DkFh8 #CMI42 Why You Need a Content Marketing Mission Statement āI feel [the mission statement] is critical to set the tone for the idea of content marketing, or any marketing for that matter. Marketing professionals from so many small and large businesses get so fixated on channels such as blogs, Facebook or Pinterest that they honestly have no clue of the underlying content strategy. So, the why must come before the what.ā ā Joe Pulizzi ī© Tweet it: ā[Companies] have no clue of underlying content strategy. The WHY must come before the WHAT.ā @juntajoe http://bit.ly/RHmykD #CMI42 #CMI42
7.
Getting Buy-In for
Your Content Marketing: A 3-Point Process āIn your pitch, ask for a trial period of six months to a year to test out a content marketing program ā chances are the executives will be more comfortable with this than they would be with making an all-or-nothing, long-term commitment to a program they may be unfamiliar with.ā ā Joe Griffin ī© Tweet it: āAsk for a trial period of 6 mo to 1 yr to test out #contentmarketing programā @joegriffin http://bit.ly/VU1E3W #CMI42 How to Justify the Cost of Content Marketing āContent marketing costs 31 percent less than paid search for mid-size organizations and 41 percent less than paid search for large organizations.ā ā Michele Linn ī© Tweet it: ā#contentmarketing costs 31% less than paid search for mid-size orgs, 41% less for large orgsā @michelelinn http://bit.ly/V2p225 #CMI42 #CMI42
8.
Developing a Buyer
Persona? Avoid these 4 Common Mistakes āIf your buyer personas are based on generic or internal ideas about your buyers, your content wonāt be any better than it was before you had personas.ā ā Adele Revella ī© Tweet it: āIf buyer personas are based on generic/internal ideasā¦your content wonāt get any better.ā @BuyerPersona http://bit.ly/RmXu5A #CMI42 Content Marketing Strategy: 3 Experts on Tapping Influencers āAs Amanda Maksymiw, Leslie Reiser, and Waynette Tubbs remind us, it can be beneficial to look beyond the most obvious, popular people in your network to help you spread the word. [Think about employees and customers, too.]ā ā Michele Linn ī© Tweet it: āIt can be beneficial to look beyond the most obvious, popular people in your network to help spread the word.ā @michelelinn http://bit.ly/YsDMEi #CMI42 #CMI42
9.
Brand Storytelling: 10
Steps to Start Your Content Marketing Heroās Journey āThe [Heroās Journey] structure is meant to provide a platform to help you to develop a way to tell your story, or maybe to discover whatās missing from your existing story. Itās not a template for the story ā this is an important distinction, because your story will be unique to you, your brand, and the experience you are trying to create.ā ā Robert Rose ī© Tweet it: ā[Heroās Journey] structure is meant to...help develop a way to tell your storyā @Robert_Rose http://bit.ly/Z5JL1W #CMI42 7 Steps to Creating Your Content Marketing Channel Plan āThe content strategy defines the channel strategy ā not the other way around.ā ā Joe Pulizzi ī© Tweet it: āThe content strategy defines the channel strategy ā not the other way around.ā @juntajoe http://bit.ly/VmUfZE #CMI42 #CMI42
10.
58 Social Media
Ideas to Inspire Your Content Marketing āContent is nothing without the right distribution channels, which is why content marketing and social media make a great team.ā ā Michele Linn ī© Tweet it: āContent is nothing w/out right channels; #contentmarketing & social media make a great team.ā @michelelinn http://bit.ly/XKuDtT #CMI42 12 Tips for Keyword Selection to Guide Your Content Marketing SEO āIf you constantly create internet content without thinking through search engine optimization (SEO) and keywords, you will rank for something (content does resonate with search engine algorithms). Yet, you will consistently run the risk of shortchanging your SEO strategy ā and your companyās ability to grab its fair share of relevant search engine traffic ā for branding, conversions and more.ā ā Mike Murray ī© Tweet it: If you create internet content w/o thinking SEO/keywordsā¦you shortchange #SEO strategy.ā @mikeonlinecoach http://bit.ly/XLPAzM #CMI42 #CMI42
11.
Planning Your Content
Marketing Team: Critical Positions and Salary Info āThere are 6 key players on a content marketing team: Chief Content Officer/VP of marketing; managing editor; content creator, content producer, Chief Listening Officerā ā Michele Linn ī© Tweet it: āThere are 6 key players on #contentmarketing teamā ā read more from @michelelinn http://bit.ly/VNdT3Q #CMI42 Chief Content Officer Job Description Sample Template āThe CCO requires a combination marketing and publishing mindset, with the most important aspect being to think ācustomer firstā. In essence, the CCO is the corporate storyteller that must be empathetic toward the pain points of the customer.ā ā Joe Pulizzi ī© Tweet it: āThe CCO is the corporate storyteller that must be empathetic toward pain points of customer.ā @juntajoe http://bit.ly/SoAQqp #CMI42 #CMI42
12.
Can B2B Marketers
Become Content Whisperers? āWhen trying to determine if what youāre hearing from prospects should inform your content marketing strategy, the first thing you need to do is ground the feedback. Is the person (or people) youāre listening to representative of the persona the marketing program is designed to engage?ā ā Ardath Albee ī© Tweet it: āIs the person u r listening to representative of persona the mktg program is designed to engage?ā @ardath421 http://bit.ly/VrtXav #CMI42 14 Sources for Content Curation Inspiration āAfter you pick a topic to produce content around, one of the most common questions about getting started with content curation is where do you get your content? After all, your curation efforts can only be as good as the source of your content.ā ā Pawan Deshpande ī© Tweet it: āYour curation efforts can only be as good as the source of your content.ā @getcurata http://bit.ly/VyB0A2 #CMI42 #CMI42
13.
The Essential Guide
for Meta Descriptions that Will Get You Found Online āIf you think meta descriptions are no longer important, this post may change your mind. In fact, with the rise of social media, they are more valuable than ever.ā ā Brad Shorr ī© Tweet it: āIn rise of social media, [meta descriptions] are more valuable than ever.ā @bradshorr http://bit.ly/V2sQQP #CMI42 8 KPIs Your Content Marketing Measurement Should Include āit is important to keep in mind that not all unique visits are the same. For example, a unique visit to a white paper might be much more valuable for lead generation purposes than a unique visit to a blog ā especially if that visit spends more time with the content (which weāll get more into later on).ā āNeil Bhapkar ī© Tweet it: āIt is important to keep in mind that not all unique visits are the same.ā @neilbhaps http://bit.ly/Wnb7Cy #CMI42 #CMI42
14.
A Field Guide
to the 4 Types of Content Marketing Metrics #eBook āRemember why you started creating content in the first place ā to achieve business goals, rather than content objectives.ā ā Michele Linn ī© Tweet it: āRemember why you started creating content in 1st place - to achieve business goals.ā @jaybaer @michelelinn http://bit.ly/SDaU8Y #CMI42 12 Months of Content Marketing Ideas for SlideShare āTo get started on the road to SlideShare content marketing success, build your ideas into your editorial calendar, assign one of the above ideas to each of the 12 upcoming months, and then delegate and schedule the activities required for each presentation.ā ā Roger Parker ī© Tweet it: āTo get started on @SlideShare #contentmarketing success, build ideas into editorial calendar.ā @rogercparker http://bit.ly/Z5RnXB #CMI42 #CMI42
15.
42 Content Marketing
Ideas for 2013 āCreate a piece of content in 2013 that would be completely unexpected and see what happens.ā ā Joe Pulizzi ī© Tweet it: āCreate a piece of content in 2013 that would be completely unexpected; see what happens.ā @juntajoe http://bit.ly/XoRSuD #CMI42 21 Types of Content We Crave āIf your content doesnāt resonate with your audience, then they wonāt follow you where you want to take them. For content marketers, this is a cardinal sin. The Key Question Is: What kind of content universally resonates with people?ā ā Scott Aughtmon ī© Tweet it: āIf your content doesnāt resonate with your audience, then they wonāt follow youā¦ā @rampbusinesses http://bit.ly/XJeuoW #CMI42 #CMI42
16.
How to Create
an Idea Dashboard to Track Your Favorite Content Ideas āJust like the dashboard of your automobile allows you to monitor numerous functions at a glance (i.e., current speed, miles traveled, available gasoline, current radio station, and comfort settings, etc.), an idea dashboard helps you monitor ideas worthy of further study.ā ā Roger Parker ī© Tweet it: āAn idea dashboard helps you monitor ideas worthy of further study.ā @rogercparker http://bit.ly/XJf2vb #CMI42 7 Tricks Content Marketing Trendsetters Can Teach You for 2013 āForming relevant partnerships is an age-old marketing technique that you can put to good use in your content marketing. By partnering up, you can reach new audience members. Partnering doesnāt always require you to find a match within your industry; all you need to share is a target audience.ā ā Mark Sherbin ī© Tweet it: āPartnering doesnāt require finding an industry match. All you need to share is target audience.ā @marksherbin http://bit.ly/W8kqGd #CMI42 #CMI42
17.
5 Content Strategies
for Boring Brands āNo matter what kind of product or service you offer, thereās no reason for a boring presentation. Any product can be showcased in a way that is interesting, appealing, even surprising!ā ā Patricia Redsicker ī© Tweet it: āAny product can be showcased in a way that is interesting, appealing, even surprising!ā @predsicker http://bit.ly/12q7zAo #CMI42 100 Inspirational, Educational and Just-Plain-Cool Content Marketing Examples āLooking for content marketing ideas? Arenāt we all? In the moments when I feel most overwhelmed with all the blogs, white papers, articles, social media posts, and more that exist online, sometimes it helps to take a step back and just browse my favorite sites for inspiration.ā ā Anna Ritchie ī© Tweet it: āSometimes it helps to take a step back & just browse my favorite sites for inspiration.ā @apritchie http://bit.ly/YRDp8V #CMI42 #CMI42
18.
Content Marketing Playbook
2011: 42 Free Ways to Connect with Customers āIn addition to the 42 tactics, weāve included over 50 different case study examples to help point you in the right direction, with links to the sample projects, from the likes of IBM, Kelly Services, OpenView Venture Partners, Deloitte and more (as well as our own from the Content Marketing Institute).ā āJoe Pulizzi ī© Tweet it: #ContentMarketing Playbook: āIn addition to 42 tactics, weāve included 50+ case study examplesā¦ā @juntajoe http://bit.ly/10w2gNT #CMI42 How Your Content Marketing Can Ignite a Movement āAsk yourself: What content can your brand embrace to create a movement or tap a trend?ā ā Andrew Davis ī© Tweet it: āAsk yourself: What content can your brand embrace to create a movement or tap a trend?ā @TPLDrew http://bit.ly/14DrShi #CMI42 #CMI42
19.
10 Must-Have Templates
for Content Marketers āOne of the things that can help most with content marketing is templates ā those step-by-step guides that walk you through how to do something.ā ā Michele Linn ī© Tweet it: āOne of the things that can help most with #contentmarketing is templates.ā @michelelinn http://bit.ly/W1DCGm #CMI42 Checklist: 15 Questions to Answer Before Starting a Content Marketing Project ā[There are 15] questions I suggest writers ask before submitting a proposal to get a feel for the scope of the project ā and to avoid any potential misunderstandings.ā ā Clare McDermott ī© Tweet it: ā[There are 15] questions I suggest writers ask before submitting a proposal...ā ideas from @soloportfolio http://bit.ly/10xeF2L #CMI42 #CMI42
20.
Why Content Marketers
Need to be Involved in Site Redesigns āWhether itās a funky new website or an overhaul of an existing site, the content strategy should be getting discussed from day one.ā ā Adam Barber ī© Tweet it: āWhether new site or overhaul of existing site, discuss content strategy on day 1.ā @castlefordmedia http://bit.ly/12cNd0P #CMI42 12 Things to Do After Youāve Written a New Blog Post āRather than rely solely on search engines and a handful of subscribers to pump up your organic volume, content publishers need to establish syndication connections and plan for some targeted promotion to ensure that each piece of content gets noticed by key influencers and your ideal customers.ā ā Brody Dorland ī© Tweet it: āContent publishers need to establish syndication connections & plan for targeted promotions.ā @brodydorland http://bit.ly/11jOxfC #CMI42 #CMI42
21.
7 NEW Things
to Do After Youāve Written a New Blog Post āEveryone in your company should be syndicating your blog content on their LinkedIn profiles via the WordPress or BlogLink applications.ā ā Brody Dorland ī© Tweet it: āEveryone in your co. should be syndicating your blog content on @linkedin profilesā¦ā @brodydorland http://bit.ly/12ew6be #CMI42 21 Things to Help Your Infographics go Viral āOnce youāve determined your goals, identify your targets before making the infographic. Who needs to share this for it to have the best chances of achieving your goal? What do I need to do, and what do I need to produce, for them to share it?ā ā Andrianes Pinantoan ī© Tweet it: āWho needs to share [your infographic] for it to have best chances of achieving your goal?ā @andreispsyched http://bit.ly/YRG4iT #CMI42 #CMI42
22.
Creating Valuable Content:
An Essential Checklist āGreat content strategy is about taking the guesswork out of execution, so creativity about content can flourishā ā Ahava Leibtag ī© Tweet it: āGreat content strategy is abt taking guesswork out of execution so content creativity can flourish.ā @ahaval http://bit.ly/ZyW5WY #CMI42 5 Steps to Creating an Effective Content Mix āToo many companies just set their employees loose to create articles or blog posts. While this isnāt necessarily the worst idea, it doesnāt support a clear focus for the content. You want your content to strike the right balance between being informative and entertaining while also making sure it supports a larger company strategy.ā ā Kathy Hanbury ī© Tweet it: āToo many companies just set their employees loose to create articles or blog posts.ā @KathyHanbury http://bit.ly/Z60I1J #CMI42 #CMI42
23.
17 Techie Shortcuts
for Content Marketing āItās a tough job market, and every content professional feels the pressure to āsuperperformā from time to time to keep the content flowing and the client happy. So, you either need to find a way to clone yourself or find a way to get everything done so you continue to look like the marketing genius that you are.ā ā Jodi Harris ī© Tweet it: āIn tough job market every content professional feels pressure to āsuperperformā from time to timeā @joderama http://bit.ly/10ojCgW #CMI42 About the Content Marketing Institute: The Content Marketing Institute (CMI) is the leading global content marketing education and training organization. CMI teaches enterprise brands how to attract and retain customers through compelling, multi-channel storytelling. CMIās Content Marketing World event is the largest content marketing-focused event. CMI also produces the quarterly magazineĀ Chief Content Officer, and provides strategic consulting and content marketing research for some of the best-known brands in the world. Get more content marketing resources at ContentMarketingInstitute.com. CMI is a division of Z Squared Media, a 2012 Inc. 500 company. #CMI42
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