All posts by sultouddly596

Engage More Customers By Becoming a Content Marketing Sommelier

content marketing sommelia

A sommelier is known for having extensive knowledge about wines, and how to complement the sensory experience of each type with perfect food pairings. Many train for years in hopes of finally becoming a Master Sommelier.

When embarking on a content marketing initiative, it’s important to know how to maximize the sensory experience of your content. A Master Content Marketing Sommelier knows what will best engage their customers, be it a complex, full-bodied blog post or a light, crisp infographic.

Demand Metric found that content marketing generates 3 times as many leads as traditional outbound marketing but costs 62% less. This means marketers have a ripe opportunity to create content that expertly meets the needs of their audience.

Below are 6 tips to help you become a sommelier of content marketing.

#1 – Balance: The level of harmony between acidity, tannins, fruit, oak, and other elements in a wine; a perceived quality that is more individual than scientific.

wine balance

Content marketing can be a great tool for lead nurturing if implemented correctly. Successful content will harmoniously create value for your audience and move them toward a purchasing decision.

First and foremost, it is essential that your content offer useful and relevant information for your audience. If your message doesn’t help them solve their problem or meet a current need, they’ll move on to someone who does.

However, that does not mean there isn’t an opportunity to incorporate a call to action, where it makes sense. In fact, many marketers are leaving leads on the table by offering a piece of content without asking for contact information in exchange for the download.

Another often overlooked opportunity is adding calls to action within your blog post. This can be as simple as asking a question that helps your reader internalize the information and engage with your content by sharing their opinion. As long as you achieve balance between your promotional element and the value you add for the reader, you’ll create a pleasant experience.

#2 – Blend: The process whereby two or more grape varieties are combined after separate fermentation; common blends include Cotes de Rhone and red and white Bordeaux.

wine blend

Content marketing should not be a stand-alone program within digital marketing. In order to truly be masterful, it must be combined with other digital marketing efforts such as:

  • SEO
  • Influencer Marketing
  • Social Media
  • Paid Search & Social Media Advertising
  • Conversion Optimization
  • Website Analytics

Just as a good blended wine combines the strengths of each vintage to enhance the flavor experience, a good marketing blend puts the different elements of marketing to work to amplify your message.

#3 – Legs: A term used to describe how wine sticks to the inside of a wineglass after drinking or swirling.

wine legs

Even if your customers aren’t ready to buy right now, you want to remain top of mind when they are ready to make the leap. So the question is; how can you create stickiness with your content marketing?

One simple way is to create a consistent posting schedule. If you continue to offer relevant information and sound advice on a consistent basis, your customers will come back to you when they have another need.

#4- Table Wine: A term used to describe wines of between 10 and 14 percent alcohol; in Europe, table wines are those that are made outside of regulated regions or by unapproved methods.

Table Wine Image

If you are an avid wine drinker (like myself) then you know that you’re typically better off skipping the table wine or house wine. It’s usually the cheaper option, but it’s definitely made for quantity rather than quality.

When it comes to your content marketing, you’re better off doing a few things very well, than trying to do too much and falling short. Prioritize your content marketing for impact and form an understanding of what you can handle in-house, what may need to be outsourced and what needs cut from your plan. A few high-quality pieces of content are more valuable in the long-run than high-quantity “table wine” content.

# 5 – Yield: The amount of grapes harvested in a particular year.

Yield Vineyard

The vintner who fails to measure their vineyard’s yield and adjust their plans accordingly won’t be in business for long. If you don’t measure the yield of your content marketing, it will be difficult to see how it is performing and what you can do better. As with any sales or marketing program, you must:

  • Determine your critical measurements based on business goals
  • Define both short and long-term goals
  • Tie performance back to leads and sales metrics

There is no replacement for content marketing measurement and it should always remain top of mind when deploying new tactics. For each piece of content you create, make sure to ask yourself: Does this align with my objectives, and what do I hope to achieve?

#6 – Pruning: The annual vineyard chore of trimming back plants from the previous harvest.

pruning vines

Vintners prune their plants to enable them to grow and thrive. Once you’ve given your content marketing time to mature, it’s time to go back and decide where to “prune” your program. You may find that your audience responds really well to long-form blog content but does not care much for video, for example.

Take the time to find which tactics are performing the best and weed out those that are not effective. A little strategic pruning can make sure that you focus on creating the content that resonates most with your audience.

Pour Yourself a Nice Crisp Glass of Content Marketing

Understanding what makes a successful content marketing strategy can be as tricky as mastering the appreciation of fine wine. Both take practice, dedication and attention to detail. What have you found is your biggest challenge in creating successful content marketing that inspires action?

All definitions are courtesy of WineEnthusiast

Photos via Shutterstock: First, Second, Third, Fourth, Fifth, Sixth, Seventh


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Online Marketing News: G+ Brands Stripped, The Mayor Has Returned, Facebook Gives You A Cut

Social Media Acronyms

The 75 Most Important Social Media Acronyms – Acronyms are a natural fit for social media networks. These platforms are based on short and snappy communication, so it makes sense for people to rely on abbreviations, especially for common phrases. Check out this infographic and see how many you know. Sprout Social

Google+ Brand Posts Have Been Stripped From Knowledge Graph Cards – Brand posts on Google+ will no longer be displayed in the Knowledge Graph cards, instead they’ll be treated like all other social updates in the traditional search results. Search Engine Land

Facebook Pages See Organic Likes Rise 0.2% in May (Report) – A total of 43.36 percent of Facebook pages advertised on the social network in May, according to the latest research from social analytics and reporting firm Locowise. SocialTimes

Move Over YouTube: Facebook Will Offer Video Creators A Share Of Ad Revenue – Video publishers will get 55% share of revenue for ads that appear near their content in a new algorithmically created Suggested Video feed. Marketing Land

Facebook Taking into Account More Actions on Videos – Facebook has begun to take other actions outside likes and comments into account from those viewing their videos. See what they are. Facebook

Snapchat Launches Native Video Ads – Snapchat CEO Evan Spiegel has been talking vision a lot recently. Just last month, he spoke about the future (aka: business model) for Snapchat being advertising. This week Spiegel took his pitch to the Cannes Lions Festival to talk more about turning Snapchat into a platform for storytelling. SocialTimes

Google Offers Olive Branch To Journalists & News Publications With Launch Of Google News Lab – Google says it wants to collaborate with journalists and entrepreneurs to help build the future of media. Marketing Land

The Google Mobile Search Carousel Adds Pinterest Pins, Vines, Houzz & Food Network Recipes – The Google Search news carousel gets a bit more social with Pinterest Pins, Vines and more. Search Engine Land

Claim That Crown: Swarm Mayorships Are Back – When Swarm/Foursquare first launched Swarm, you fiercely battled your friends for a chance at a Mayor crown. But it just wasn’t as much fun. That’s why today we’re upping the ante and letting you compete for mayorships against everyone. Foursquare

Facebook Testing ‘See First’ News Feed Customization Feature – Facebook continues to experiment with ways to let users customize their News Feeds, and See First, which appears to be an expansion of a test that was spotted in April, is the latest example. SocialTimes

Microsoft Signs 10-Year Deal For AOL To Use Bing’s Ads & Listings – Google loses deal it held since 2002, but AOL matters far less than it once did. Search Engine Land

What were the top online and digital marketing news stories for you this week?

Thanks for reading and have a great weekend!

Infographic: Sprout Social


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Online Marketing News: G+ Brands Stripped, The Mayor Has Returned, Facebook Gives You A Cut | http://www.toprankblog.com

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5 Impactful Digital Marketing Takeaways from MNSearch Summit

MNSearch-Summit-2015

In order to be an effective digital marketer, it’s imperative that you understand the role that search plays in all of your marketing initiatives. The search landscape is quickly evolving and sometimes what you need is a helping hand from some industry experts to set you down the path to success.

Amazingly, that is just what we experienced at this years MNSearch Summit. Alexis Hall, Evan Prokop, Joel Carlson, Kat Steiner and I took a leap across the river into St. Paul Minnesota for a day filled with actionable information that can be used to improve any digital marketing program.

If you were not able to attend, or maybe didn’t get to see all of the sessions that you would have liked, we’ve provided a helpful roundup of 5 of the takeaways that we believed were most impactful for digital marketers.

ahall

Team Member: Alexis Hall

Session: The Data-Driven Content Marketer – Sean Callahan, LinkedIn

The statement exemplifies the pain marketers have been feeling for over 75 years. Imaging the glory days of a 1950s Don Draper, when advertising was based on gut feel, seeing into the soul of the customer. Some things worked and some things didn’t.  The problem was – it was very difficult to tell which was which.

As savvy content marketers today, we certainly know more about performance than the 1950s ad man, but many of us still feel a gap when it comes to measuring content. We are ready to move beyond page views and social shares to find out if our content is really working.

Enter – big data. It’s no surprise that the amount of data is ramping up:

  • 5 Quintillion bytes of data created every day across the globe
  • 90% of existing data has been created in the last 2 years
  • 90% of buyer journey completed by the time a prospect reaches out to a salesperson

Throughout his presentation, Sean provided examples of companies like Netflix, Google, Zendesk and many more that are using data to guide their content marketing strategy.

He explained that one approach to creating relevant content is the Big Rock Approach, when one big piece of content in a period feeds other content marketing efforts.

The Big Rock Approach follows these steps:

  1. Start with keyword research: Find out what your customers asking and where that intersects with your business.
  2. Repurpose content like leftover turkey: Use tactics such as slide presentations, blogs, infographics, webinars and videos. Then drive your audience back to a gated piece of content to drive conversions.
  3. Use turkey slides to fuel your content hubs: Examples would include:
    1. Company pages
    2. Sponsored updates
    3. LinkedIn Groups
    4. SlideShare

When you are able to merge a data driven approach with truly relevant content then you can make your marketing really meaningful.

ksteiner

Team Member: Kat Steiner

Session: How to Win with the Unexpected in PPC – John Gagnon, Bing

In his session, Bing Ads Evangelist John Gagnon offered sound advice to help marketers look at solving problems in unique ways.

There were three strategies that John discussed including voice search, brand term bidding and offsite tagging. All of which can be used to help companies stay competitive with their online properties in the current digital landscape.

Voice Search

According to Gagnon, the increase in the use of voice search will alter how marketers strategize on behalf of their clients. Currently, 25% of inquiries come from a voice search. It is essential that steps are taken to target this specific audience segment.

The use of voice search is different from a typed inquiry in the following ways:

  • A searcher is mobile, so the results will change accordingly
  • A searcher is looking for local results
  • The search inquiry is shaped in a more conversational format

Brand Term Bidding

When looking to attract traffic for branded search, companies still need to utilize paid search opportunities in addition to organic strategies. By bidding on the highly visible paid space, companies can ensure less clicks go to their competitors.

Brand term bidding gives marketers control of what landing page a visitor arrives on. By maintaining visibility in the paid space for branded terms, a marketer can influence the first impression a visitor has when they arrive on their website.

Offsite Tagging

When looking for remarketing opportunities, marketers can utilize the websites of relevant business partners to gain insights. Marketers can tag the site of the business partner to see how visitors are interacting, then start collecting information to build out the audience and report on their behavior. Once relevant audience members are identified, these individuals can be retargeted at a later date.

azeckman

Team Member: Ashley Zeckman

Session: Email Marketing Trends, Tactics & Opportunities for Search Marketers – Loren McDonald, Silverpop

Loren McDonald provided some great insight into email marketing trends, as well as the convergence of email marketing and search. What stuck with me the most from his session was the opportunity for email marketing and search teams to work together, and the fact that most simply aren’t.

Below is some of the low hanging fruit that Loren mentioned in his presentation:

  1. Landing Pages: You can build a dynamic email based on the search terms that consumers used to get to your landing page.
  2. Lead Scoring: If marketing automation is being used, begin incorporating keywords into lead scoring. Keywords can be scaled higher or lower based on what was used to drive the consumer to your website.
  3. Keyword Driven Email Content: There is also an opportunity to incorporate the keywords used in search results to drive the content of your email campaigns.

eprokop

Team Member: Evan Prokop

Session: How we Can Tell a Compelling Story with our Google Analytics Data – Jeff Sauer, Jeffalytics

There are many steps involved in collecting, cleaning and categorizing data in a way that makes it prime for storytelling. Jeff Sauer provided many actionable tips in his presentation to help marketers get more from their Google Analytics data. When it comes down to it, how can marketers use data to tell a compelling story?

In order for data to be valuable, it needs to tell a story. “Traffic is up 50% over last month” doesn’t say much, but “referral traffic from the ebook campaign we launched last month helped to drive a 50% increase in total website traffic, 20% increase in soft leads and 10% increase in revenue compared to the previous month” tells a much more compelling story.

A good web analytics story not only summarizes the current situation, it leads to actionable next steps. Taking the example above, a logical and actionable next step would be to allocate additional budget to the content marketing team to concept and launch additional ebook campaigns.

That’s the kind of story that drives business decisions and leads to results, and that’s what all digital marketers should be striving for from their web analytics.

jcarlson

Team Member: Joel Carlson

Session: The Power of Real-Time Content For Any Organization – Bob Stanke, Minnesota Timberwolves

The ability to respond to a story in real-time is an incredibly difficult task. In fact, AdWeek reported that only 4% of marketers are able to create content for breaking news in real-time.

Bob Stanke opened up his session by reminding the crowd of the heart wrenching story of the Chilean miners that were stuck underground for two months in 2010. He also highlighted that Oakley quickly jumped into action and provided the miners with sunglasses to help their eyes adjust once they were finally freed. This seemingly small investment and goodwill move on Oakley’s part led to an approximately $41 million return for the company.

In his position at the Minnesota Timberwolves, Stanke and his team have to be able to respond quickly and effectively to breaking news. Below are some of the ways that they are able to set their team up for success:

Real-Time Content the Timberwolves Way

  • Conduct weekly content meetings
  • Include representatives from over 7 different departments
  • Discuss various what-if scenarios
  • Give attention to crossing storylines (Ex. Does a current player live or did they live in an area that was just hit by a disaster)
  • Focus on human-interest topics as they relate to the organization
  • Discuss ways to use exclusive content and how will it be distributed

A Behind-the-Scenes Snapshot of #MNSummit

MNSearch-Summit-Collage

The speakers at MNSearch Summit covered email marketing, PPC, using data for storytelling and so much more. Which tip above most closely aligned with your current digital marketing needs?

Disclosure: LinkedIn is a TopRank Online Marketing client.

Header Image: Shutterstock


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Joe Pulizzi (The Godfather) Discusses the Content Marketing Revolution #CMWorld

Joe-Pulizzi---interview-header-

Without anyone accusing me of exaggerating, I can safely say that Joe Pulizzi is a bona fide content marketing visionary. Joe started using the term “content marketing” in 2001, long before the rest of the industry caught on to its potential. In the past decade and a half, Joe has firmly established his thought leadership in the field, earning the nickname “The Godfather of Content Marketing.”

In 2007, Joe founded the Content Marketing Institute (CMI), which has grown into a vital resource for thousands of marketers worldwide. In addition to building a massive hub of marketing resources, classes, and training programs, CMI produces Content Marketing World, the world’s largest content marketing event.

I recently sat down with Joe for a sneak preview of his keynote address at the 2015 Content Marketing World. Read on for Joe’s thoughts on how content marketing is evolving, the strategies that led to CMI’s success, and how to become an “octopus of content love.”

If you focus on a subscriber approach to audience development, you can go deeper with your content and emphasize value.

Without giving too much away from your keynote, what are 3 exciting evolutions for content marketing that you see on the horizon?

  1. I’m really interested in the merger and acquisition scene. It’s going to hit people like a big surprise, especially in B2B. Particularly in tech, companies will see content factories already built and those will be attractive acquisitions when considering the time it takes to build.
  1. Only 30% of marketers have subscription growth as a key metric. It speaks to where we are with content marketing. The notion that we need to build content for the buyer’s journey and different stages has been overblown. It’s easier to simplify that idea and just become an ongoing guide and resource and we touch the customer with value – every day, every week. They’re going to create their own buyer’s journey anyways. If you focus on a subscriber approach to audience development, you can go deeper with your content and emphasize value. Instead of focusing on 57 segments and 5 stages, create an incredible experience for your customers and you’ll have an amazing outcome. Simplify and create more value.
  1. I’m excited about the field of journalism again. Marketers are bringing in professional journalists that have a nose for stories. The media business model is broken, but media itself is flourishing. There’s never been lower barriers to entry and easier ways for customers to access it. The more journalists in marketing, the better. If they want to tell great stories and have funding to do so, the opportunity is there.

Digital publishing has become more popular because we can, and not for the right reasons.

Based on your recent report at CMI, it appears that B2B and B2C marketers alike are continuing to struggle with measurement of content marketing activities. What do you believe are the biggest barriers to either collecting the data or focusing on the right metrics?

The clear majority of marketers have no documented content marketing strategy. If we can start with documenting the why, the business goal and audience, then you can begin to develop an action and execution plan that includes measurement. Digital publishing has become more popular because we can, and not for the right reasons.

People implementing content marketing do so because they’re told to, without understanding why. Content marketers need to ask the right questions relevant to achieving business goals.

We want to be an octopus of content love to provide them with options.

What are the biggest challenges that your own company faces when it comes to content creation, promotion and measurement?

Choosing the right activities – there are so many things we could do. Our key metric to everything is based on subscribers. I’m focused on creating a unique story that subscribers can’t get anywhere else. I’m focused on looking at subscribers and how we can improve.

Those people that engage with at least 3 different types of content, they are way more likely to attend CMI or buy something from us. We want to be an octopus of content love to provide them with options. The more we can do that the more positive results we’ll see.

Brands with huge budgets are struggling because they are so campaign focused.

What is the single most important thing you’ve learned in your journey from publishing to becoming the “Godfather of Content Marketing”?

If you build a loyal audience over time, you can sell them whatever you want. Focus on a content niche relevant to an area of business that you’re focused on, and develop an audience. As you build that audience, you can figure out what best to sell to your community.

Brands with huge budgets are struggling because they are so campaign focused.

There’s convergence – media companies are becoming product and product companies are becoming media companies. Soon you won’t be able to tell the difference.

What Content Marketing mix is CMI currently experiencing the most success with?

The podcast has been a pleasant surprise with a consistent flow of sponsorship that’s growing. In person events that I and Robert Rose speak at. The masterclass series of small workshops in different cities across the U.S. have been successful for driving registrations to the CMWorld event.

We have one person in charge of Internal content curation and repurposing that drives subscribers.

Do you believe that email marketing is dead or still very much alive? Why?

Not at all. It’s the most important thing we do. It’s harder to cut through the clutter but if you do, you get the lion’s share of attention.

Ready to Up Your Content Marketing Game?

Be sure to reserve your space at Content Marketing World for thought-provoking presentations from Joe and over 200 other luminaries in the content marketing industry.

Get a preview of Content Marketing World’s blockbuster lineup with Measuring Your Content Marketing Box Office Success, featuring advice from industry thought leaders Michael Brenner, Julie Fleischer, and of course, Joe Pulizzi.

Access All Three eBooks On-Demand

CMWorld 2015 eBooks

If you missed the premiere of any one of the eBooks in our triple feature, you are in luck! You can access all three of them anytime, anywhere. Select the links below, grab some Junior Mints and dig in.

The Big Picture of Content Marketing Strategy

Making Content Marketing the Star of Your Marketing

Measuring Content Marketing Box Office Success


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What Is a Photovoltaic System?



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This is a common question from the uninitiated. A photovoltaic (or PV System) is an installation of solar panels that can be used to provide electricity and if you generate more energy than it needs, can be fed back to the network.

Domestic photovoltaic systems have two main options installations. Existing properties tend to opt for a mounting system “roof”, where the panels are sitting slightly above the roof surface. This causes the least disruption of the structure and the tiling of existing coverage. The alternative is a system of “roof” where the panels replace the shingles. This is most suitable for a new house a home that is to have the roof replaced.

Photovoltaic panels produce energy even on cloudy days because they use not only direct sunlight but also diffuse solar radiation. The question is how energy is achieved at night? Well a residential installation usually connected to the national grid so you can buy energy to the national grid at night.

PV systems are also available for commercial and industrial purposes. Freeholders, in particular, can use the system effectively to generate revenue. They can use a large plant on earth to produce energy for sale to the network. They also work well in farm buildings for energy, where it is difficult to connect to the national grid.

Most roofs are strong and large enough for a residential installation. The panels are reasonably robust as they have to withstand the weather frequently. Interestingly, the approach of the Council to see whether the planned system will require a building permit. When choosing a company to install your PV system, ensure that you are looking for a (Microgeneration Certification System) certified company MCS.

There are, of course, other forms of alternative energy such as wind power, hydropower and geothermal, but these are much less suitable for a residential installation!

How to Create Oscar-Worthy Content Marketing: Ann Handley of MarketingProfs #CMWorld

AHandley---interview-header-

My pal Ann Handley has made it her life’s work to, in her words, “wage war on mediocrity in content.” Her best-selling book, Everybody Writes, is a practical guide to writing the kind of content that truly engages an audience.

As the Chief Content Officer of MarketingProfs (the world’s first Chief Content Officer, in fact), Ann advocates quality over quantity in all of her content ventures. She also spreads the gospel of good content at speaking engagements around the world, including the upcoming Content Marketing World conference September 8-11 in Cleveland.

To get a sneak preview of Ann’s Content Marketing World presentation, Good Content Vs. Good Enough Content: A Fight For Sore Eyes, I did my best to catch up with her during some pretty crazy travels. Along the way, she shared her journey on learning to write compelling content, the role of technology in content marketing, and the death of the marketing funnel.

My mission is always to make the complicated way simpler.

As the CCO of MarketingProfs, best-selling author, keynote speaker, lover of Cavalier King Charles Spaniels and the most influential woman in Social Media (according to Forbes), when you look back on your journey throughout your career what are three things you never lost focus on that helped you get to where you are today?

  1. When I was in journalism school, my professor Charlie Ball used to tell me, “Remember: No one has to read this.” That perspective changed my writing from self-indulgent (all about me) to reader-centric (all about the audience). It’s been invaluable as a content-centric marketer and blogger and (frankly) as a person.

(Side note to parents — of either a human, dog, cat, ferret, lizard, llama, or otherwise: Parenting reaffirms this idea. Because nothing is about you. Ever again. And I say that in the best possible way.)

  1. Charlie also told me: “No one will complain that you made things too simple to understand.” Life is complicated. Business is messy. “Solutions” are multi-faceted. If I’m being honest, most things in life confuse me. My mission is always to make the complicated way simpler.
  1. Finally: Deliver. Seth Godin calls this: Ship.

When I was in high school, the Pope visited Boston. I went to Catholic high school, where I was the editor of the school paper. I told the school I’d cover it for us. (The nuns were thrilled!)

But then I changed my mind, and I blew off the Pope’s visit to go hang out with my local public school friends. And when I got home that day, my Mom was unusually annoyed at me. I didn’t understand why — who cares? The Pope’s visit was all over the news anyway.

And my mom said, lips pursed and on the verge of losing it, “Because you had a responsibility to your position, and you ignored it for your own pleasure.”

At the time, I thought she was being ridiculously prissy. (I still feel bad to this day about my eye roll in response.)

But now, I get it. I said I’d do something, and then I didn’t. That’s not cool.

How I internalize that now: If you say you’ll do something, do it. Your word is more important than you might imagine it is.

You can’t code creativity. And you can’t program publishing. And quality definitely trumps quantity.

Your session at Content Marketing World will focus on helping marketers nail the basics of creating good content. What do you anticipate are the primary challenges for marketers today in creating quality content versus a quantity of content?

I’ve been thinking lately about technology. Because increasingly it’s heralded as the savior (or legitimizer?) of marketing.

Robots can write your posts. Tools can optimize them. Solutions can amplify them.

Awesome. I heart technology. I built my career on it, too.

But guess what? Technology is only as good as our story.

You can’t code creativity. And you can’t program publishing. And quality definitely trumps quantity. Always has. Always will.

Your story is the thing that sets your apart. So the question is: What’s your story? And how do you tell it?

There’s a growing rumbling in the marketing industry about the death of the funnel. Yea or nay?

The funnel was never a funnel. It’s always been an ecosystem, because the people who buy (the people at the end of the “funnel”) have always had the capacity to influence the decision of others. Social tools and technology make that information way more accessible, is all.

Which makes your sales and marketing efforts like the song that never ends. It just goes on and on, my friend, to quote Lamb Chop. (Is this the first time Shari Lewis has been quoted in a marketing context?)

What are your favorite examples of B2B or B2C brands that are creating great content for marketing?

B2B

B2C

Nonprofit

Government

  • This was a failed attempt, because the candidate didn’t get elected. But I believe it was groundbreaking storytelling in political marketing – The Best Political Ad Ever

What’s ordinary to you isn’t often ordinary to others.

Incorporating storytelling into content marketing has always been a big focus of yours. What advice would you give to marketers to help uncover these stories, even if they think they might not have any worth sharing?

Every company has a story to tell, if you look at the world from your customer’s point of view. The designer Michael Wolff says, “What already exists is an inspiration.”

Train yourself to look at things differently. What’s ordinary to you isn’t often ordinary to others.

What is the best piece of marketing advice that you’ve ever received personally?

“The best marketing doesn’t feel like marketing.” — Tom Fishburne (Marketoonist.com)

He didn’t say it to me personally — although he’s a friend, so he probably would if I asked him to. Regardless, I’ve internalized it as if he did. I’m not exaggerating when I say that I think of it every day.

Content Marketing World attendees, you are my people.

What do you like best about attending and speaking at Content Marketing World?

Content Marketing World attendees, you are my people. It’s not quite like being with family — but there’s a similar feel of a kind of posse.

“Community” is one of those words that’s overplayed in marketing. But CMW (and a few other select marketing events throughout the year) embody it for me.

Thanks, Ann!

Ready to Create Oscar-Caliber Content Marketing?

Reserve your space at Content Marketing World 2015 for inspiring and informative presentations from 200 superstars of marketing.

For a sneak preview of Ann and 13 other marketing matinee idols’ presentations, grab your popcorn and settle in with our new eBook, Making Content Marketing the Star of Your Marketing.

Stay Tuned For the Thrilling, Final Chapter in Our Triple Content Marketing Feature!

CMWorld 2015 eBooks

On June 22, we will premiere the final chapter in our content marketing triple feature: Measuring Your Content Marketing Box Office Success. Featuring content marketing stars such as Joe Pulizzi, Andrew Davis, Michael Brenner and many more, you’ll be able to connect the content marketing performance dots with the strategy and tactics shared in the first two eBooks.


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How to Create Oscar-Worthy Content Marketing: Ann Handley of MarketingProfs #CMWorld | http://www.toprankblog.com

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13 Experts Discuss Making Content Marketing the Star of Your Marketing

CMW-The-Star-of-Your-Marketing-eBook

“Personality is the glitter that sends your little gleam across the footlights and the orchestra pit into that big black space where the audience is.” –Mae West

We may not know the names of actors like Sylvester Stallone, Mel Gibson and Jon Heder if it were not for their breakout roles in movies like Rocky, Mad Max and Napoleon Dynamite. Not only did these movies serve as a launching pad for major acting careers, but they also have something else in common. They were all low budget films that ended up being a phenomenal success.

In the same vein, many marketers are searching for a way to make content marketing the star of their digital marketing programs. Content marketing provides an excellent opportunity for marketers to tell their organization’s story with the personality and authenticity that engages an audience. Many times, though, marketers struggle to find a voice that expresses the brand, and the personality ends up on the cutting room floor.

To help you make your content marketing a box-office success, we proudly present the second eBook in our triple feature, Making Content Marketing the Star of Your Marketing. This feature combines the silver-screen glamour of old Hollywood with up-to-the-minute advice from some of the top names in the content marketing industry. Each of these marketing superstars will be presenting at Content Marketing World 2015 in September, but you can get a sneak preview now.

In this feature, you’ll discover strategies for:

  • Creating compelling content
  • Aligning content with your audience’s needs
  • Bringing B2C personality to B2B marketing
  • Publishing and promoting your content

Movies like The Godfather: Part II and Toy Story 2 prove that sometimes, the sequel is just as good as the original. Here are just a few memorable quotes from our second feature, in handy tweetable form:

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Ann Handley – MarketingProfs

“Be a content marketing star: Create quality content, find your brand voice & share results.” @annhandley tweet this

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Jeffrey Rohrs – Salesforce

“Scene stealing content marketing is sales activated, marketing promoted, optimized & reported.” @jkrohrs tweet this

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Juntae DeLane – University of Southern California

“To be a star in search, content marketers MUST consider SEO when developing content.” @juntaedelane tweet this

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Justin Levy – Citrix

“Always focus on measuring & communicating the business value of the content you’re creating.” @justinlevy tweet this

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Jay Acunzo – NextView Ventures

“For star-making content, use a content marketing wheel “hub & spoke” for publishing & promotion.” @Jay_zo  tweet this

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Amy Higgins – Zendesk

“Before publishing content, follow a launch plan checklist to make sure you haven’t left out steps.” @amywhiggins tweet this

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Mark Wilson – Blackberry

“Good content marketing will appeal to customers’ rational & emotional sides.” Mark Wilson @BlackBerry tweet this

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Mitch Joel – Mirum

“In order for content marketing to be effective, distribution must be king. And queen.” @mitchjoel tweet this

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Amanda Todorovich – Cleveland Clinic

“Earn support for content marketing resources by sharing metrics & data with stakeholders.” @amandatodo tweet this

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Maggie Burke – EMC Corporation

“To capture audience attention, combine real people, compelling stories & quality video content.” @maggieemctv tweet this

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Doug Kessler – Velocity

“Content marketers anthem: I promise to serve my audience with remarkable & strategic content!” @dougkessler tweet this

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Arnie Kuenn – Vertical Measures

“For content success, create content that people are searching for, measure & explain the value.” @arniek tweet this

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Ken Wincko – PR Newswire

“Successful content needs to be the 3 C’s: Credible, Compelling & Consistent.” @KenWincko tweet this

Catch the Full Feature Below:

CMWorld 2015 eBooks

If you missed the first featured eBook in this series on Content Marketing Strategy, you can view it on-demand now on SlideShare.

Also, remember to prepare yourself for the thrilling conclusion to this triple feature of content marketing awesome with, Measuring Your Content Marketing Box Office Success, coming June 22nd to computer or mobile phone screen near you (or in your pocket).

Be sure to visit the Content Marketing World website to learn more about the conference and reserve your seat for the big show.


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The post 13 Experts Discuss Making Content Marketing the Star of Your Marketing appeared first on Online Marketing Blog – TopRank®.