News, tips, and blogs from online sources
The more we as marketers take on sophisticated challenges with our content, like personalizing at scale, the more we need to work with technical specialists. Three such roles I kept hearing about at the Intelligent Content Conference are content strategists, content engineers, and data scientists.Content strategist – someone who plans for the creation, delivery, and governance of useful, usable content (as defined by Kristina Halvorson) Content engineer – someone who structures content for publishing and sets up an organization's content systems, that is, the technologies that store, deliver, and enable governance of content assets (as described by Cruce Saunders) Data scientist – [...]
As a content marketer, your job is to use content to sell something – whether it's a product, service, or message. Maybe you're already driving sufficient conversions. But do you really want to settle for sufficient?
There are many ways to improve your content marketing, and double or even triple your conversion rates. Today, let's focus on the most important aspect of content marketing – your content. Here are five ways to create high-converting content to boost your conversions.1. Write a killer headline
Your headline is the first thing readers notice about your blog post or landing page content. Whether or not [...]
Would you turn down an opportunity to increase the value and impact of your content marketing program with just a few tweaks to your email list? How about the chance to earn rock-star-level praise from your executive team for achieving better returns on your company's email marketing investment? When you consider just how valuable email subscribers can be to content marketing success, I'd be surprised if you haven't already pulled out your credit card and started looking for the “sign-me-up” button to take advantage of this amazing offer right now.
Sorry … I spend way too much time watching late-night [...]
Since 2001, Wikipedia's community of volunteer editors has created more than 5 million pages, many of them found on Google's first page of search results for that topic. Wikipedia's ubiquity bestows upon it the ability to lend its credibility to other subjects, which is attractive for companies and organizations who crave recognition.
But Wikipedia's volunteer editors are focused on building a serious encyclopedia, and not so interested in helping a brand's content marketing plan. If you want to create an entry about a company (or any topic related to your business), you need to understand what Wikipedia is looking for and [...]
The iconic actor Mark Hamill delivered a moving keynote talk at Content Marketing World, touching on his early love of comic heroes, the gratitude he feels toward fans, what it was like to reprise the role of Luke Skywalker in Star Wars: The Force Awakens, and his new show called Pop Culture Quest.
What stood out to us? Mark's social media savvy (even while he professes to be a neophyte). Read on to hear about his foray into the Twitterverse and the lessons he's learned from his successes … as well as his wrong turns.On his hesitation to engage [...]
In this episode, Robert and I talk about Whirlpool's purchase of recipe media site Yummly and what lessons it holds for brands, large and small. In other news, Google and Facebook need to take more responsibility for their content as true media companies, and Forrester proclaims that the end of advertising is near. Rants and raves include John Green and Airbnb; then we close the show with an example of the week from UnitedHealthcare.This week's show
(Recorded live on May [...]