Content Strategy

News, tips, and blogs from online sources

Content Strategy Inc.
The Content Strategist at Contently

Contently survey video content

Let's play a little game. Can you guess what year this lede is from?

“There's no doubt that online video marketing is on the rise. Numerous studies and statistics prove that video works. In fact, Forrester Research found that videos were 50 times more likely to receive an organic first page ranking than traditional text pages. That's a pretty impressive stat!”

How about this one?

“You'd have to be living under a rock with the Geico guy not to notice that videos are taking over the online marketing world. Every marketing and SEO blog is talking about online video marketing and every third [...]

Wed, May 17, 2017, Continue reading at the source

This week, I'm on a pilgrimage in the desert. No, not the one my Jewish nana really wants me to take; it's the one my CMO (very easily) talked me into—the SiriusDecisions Summit in Las Vegas, which secretly has the reputation as one of the most insightful marketing events on Earth.

Each day, I'll share what I learn on the ground from foundational courses, dozens of case studies, and keynote presentations introduced by 2013 EDM jams.

1. Good content marketing is hard

As most content marketing surveys tell us, everyone is investing in content by now. Most marketers accept that quality content is [...]

Wed, May 17, 2017, Continue reading at the source

Five years ago, Jascha Kaykas-Wolff sat in a board room, wondering if he'd wasted his life as a marketer.

Every time he took a new job, he was filled with the promise of making a positive impact on the world. But over the course of a 20-year-career, at startups and tech giants alike, he kept finding himself in the same situation: Sitting in a board room, lamenting a missed quarterly target, and listening to those around him plan to take an action that would deliver short-term gains but no benefit to the end user.

That all changed three years ago, when Kaykas-Wolff [...]

Tue, May 16, 2017, Continue reading at the source
chief martec landscape

According to Scott Brinker's latest marketing technology landscape, there are over 5,000 martech vendors. That's a lot of vendors. There are so many that you'll have to click on the landscape just to read the different categories:

Brinker has done an amazing job identifying and categorizing all the vendors in a space that's expanding so rapidly. But despite the growth, there is stability at the top. Brinker found that less than 7 percent of the 5,000 vendors qualify as enterprises (which he defines as companies that have either gone public or have more than 1,000 employees).

At Contently, we decided [...]

Mon, May 15, 2017, Continue reading at the source
social shares

I rarely get nervous presenting content plans to Contently clients, but there's one comment I hear every so often that makes me uneasy: “We don't care if people share our content. We only care about generating leads and conversions.”

This declaration usually comes from B2B marketers who dismiss social shares in the same way people talk about pageviews. I'm not surprised. As more brands build sophisticated content marketing programs, better performance metrics like returning visitor rate, finish rate, and engagement rate have emerged. Thanks to heat maps, behavioral targeting, and advanced monitoring, these measurements promise greater visibility into who [...]

Mon, May 15, 2017, Continue reading at the source