If you’ve been following my series on the Five Steps of Content Strategy, you know that you start with a vision and goals, then look at the potential audience you’re talking to (persona development). Last time, we spoke of the buyer’s journey (spoiler alert: it’s not dead). Now that we’ve set the stage, let’s get on … Continue reading Mapping Your Content Possibilities
A few years back, I got my first introduction to the concept of personas. I walked into my workplace’s common area and found myriad 8×10 feet posters of very attractive people with names and bullet points on them. Naturally, we were curious. (In an eye-rolling sort of way — these were obviously big buck items and we … Continue reading Personas: What Are They and Should You Use Them?
Are you part of the 70% of U.S. marketers planning to use social video ads in the coming 12 months? Keep your eye on Facebook. Mark Zuckerberg predicts that within five years, the content you’ll see will mostly be video. In fact, they recently changed their news feed algorithm to prioritize live videos. Need more stats … Continue reading 5 Examples of B2B Facebook Video Marketing
Influencer marketing, in which a company pays someone with a high-profile or following to endorse their brand, has been around for decades. But with the uptick of social media, companies have learned a cheaper way to have influencers promote their products. Influencer (a.k.a. creators) are the “popular kids” every high schooler wants to befriend and … Continue reading Mastering Influencer Marketing: 9 Key Questions and Answers
Last fall, a client contacted EM Marketing to ask what we thought of “Thought Leadership” as a strategy to achieve a certain goal. To best answer their question, we set about looking at all the best practices around this topic. Let’s start with a definition of what a “Thought Leader” is, exactly. A Forbes article … Continue reading Thought Leadership: What Is It and Should You Do It?
A friend in the marketing profession came home from work and said she’d had a full day session on content marketing… but dismissed it as just another buzzwordy trend. On the one hand, I understood. To some degree, content marketing is, well, marketing! Which is to say, understanding what your customers need, how you can … Continue reading Content Marketing: What Is It and Should You Do It?
With a PR landscape that’s fast-changing and new techniques emerging almost daily, it can be hard for start-ups to know the difference between different types of content (specifically: earned, shared and owned) and how to use it. Here’s a quick guide: Earned Media: What Is It? This involves pitching an interesting and relevant story idea to a reporter. If … Continue reading Three Ways To Use Content To Promote Your Brand
It’s happening as you read this. There. It just happened. Mobile has surpassed desktop for Internet searches. And looks like there’s no going back… Using phones, tablets, and now phablets, our time on the Internet is growing, while screen size is shrinking. The average display is between 4 and 5 inches. What does that mean … Continue reading 7 Ways to Optimize Your Copy for Mobile
Content marketing has risen to the top of most CMOs mind, thanks to the fragmentation of the media landscape, social media and the ability for consumers to devour content anywhere and on a variety of devices. While much focus has been given to developing a content strategy (think paid, owned, earned media), most brands are getting it wrong … Continue reading Marketers, Stop Creating Content and Develop a Point of View
Congratulations! You’ve decided to write a blog post. Now what? What in the world should you write about? How long should it be? Do you have writer’s block already?! Here are six tips to release the blog author in you. 1. Pick a interesting topic to you and your readers. You’ve got a blank page… How about … Continue reading How to Write a Great Blog Post