Content is king, as the saying goes, and that’s certainly true in a digital world. Consumer appetite for content is at an all-time high and continuing to grow. That’s great for organizations that have well-oiled content creation teams in place to meet the demand. For others, though, developing content on a regular basis that is high-quality and focused on issues and topics that resonate with their audiences can be a challenge. The gig economy can help. A wide range of freelancers and contract content creators are available to organizations to help produce content for any format. Continue reading “Best Practices for Finding Freelancers: Top Go-To Sources of Talent”
Tag: content marketing
Sometimes I Just Can’t Be a Ghost…
by Linda Pophal
Having worked for organizations and their senior leaders and spokespeople for a number of years as director of corporate communications and marketing in various fields I’ve long been familiar—and quite comfortable—with the concept of ghostwriting. Ghostwriters write content for others. That content might be in the form of a speech, a presentation, an email, an article, a letter to the editor, a book-length manuscript, or a wide range of other applications. Continue reading “Sometimes I Just Can’t Be a Ghost…”
COVID-19’s Impact on 2021 Content Marketing Strategy
When pandemic restrictions around the country started occurring in March 2020, few imagined that many would still be in place—or starting up again—as the year drew to an end. As I write this, in mid-November, cases are rising across the country, and new restrictions are emerging. Through it all, organizations of various kinds have had to adjust and adapt to the new normal—whatever that is. As businesses plan for 2021, none can ignore the potential for COVID-19 to continue disrupting their operations and impacting consumer decisions. Continue reading “COVID-19’s Impact on 2021 Content Marketing Strategy”
What You Need to Know About Changes in SEO Strategy
SEO has long been the holy grail for internet marketers—and content creators—of all kinds. Attracting eyeballs, and website visitors, was job number one. While that’s still the case to a large degree, SEO has become less of a numbers game and more of a driver for creating high-quality, relevant content. This is because of the ongoing algorithmic changes that Google and other search engines make to deliver a positive search experience for users. Continue reading “What You Need to Know About Changes in SEO Strategy”
Marketers: Here’s How You Can Get That Seat at The Table
I’ve worked in marketing for a number of years, and I know that it can be a thankless role at times. After all, the marketing department is a cost center, not a revenue center. It’s a function that is often highly scrutinized in terms of how dollars are being spent and what results are being achieved from those expenditures. Marketing staff is sometimes viewed as “squishy creative types” who don’t really understand business issues but like to throw money at bright, shiny things and the latest social media craze. Continue reading “Marketers: Here’s How You Can Get That Seat at The Table”
Sometimes SEO, as We Typically Think of it, Just Doesn’t Matter!
I’ve written about search engine optimization (SEO) in the past and have gathered input from a wide range of content and digital marketing experts about the topic. As someone who was writing advertising copy long before SEO was “a thing,” I have kind of a love/hate relationship with the concept. Or maybe I should say a love/grudging respect for the concept. Continue reading “Sometimes SEO, as We Typically Think of it, Just Doesn’t Matter!”
It’s Time to Move Beyond TOFU, MOFU, and BOFU
I’ve been working as part of an agency team to create a white paper for a technology client and we’ve been having some back-and-forth discussion about the outline and direction the white paper will take. It was, according to the agency brief, initially envisioned as a “top of funnel” piece. After a review of the draft of the outline, though, one of the client reviewers indicated that she felt it was more “middle of funnel”—and an interesting exchange and spirited debate ensued. Continue reading “It’s Time to Move Beyond TOFU, MOFU, and BOFU”
The 3 “Must Knows” for Effective Content Marketing
It’s always challenging to come up with a list of “the top” anything. But, whatever the subject matter, it’s an interesting exercise. It requires stepping back to think strategically about what matters most. In this case, what matters most when it comes to content marketing. Having been engaged in content marketing for a number of years now, and having achieved a fair amount of success with our own and client accounts, we’d point to these as the “Three Must Knows” for effective content marketing. Continue reading “The 3 “Must Knows” for Effective Content Marketing”
The Top Marketing Trends: Automation and AI Are the “New Normal”
There is some interesting consistency in what marketing experts are seeing in the trends and technologies likely to impact their lines of business in 2020 and 2021. Topping the list are the increasing use of chatbots, a focus on voice search engine optimization (VSEO), and technologies augmented with artificial intelligence (AI). A couple of runners-up include the continued popularity of podcasts and video.
Marketing has always been a fast-paced industry, with the pace quickened constantly by readily available and rapidly developing technology. But the COVID-19 pandemic and its worldwide impact was, arguably, the most disruptive force that marketers have seen in a long time.
As we move beyond the pandemic, we can expect to see a continuation of some of the trends that were taking shape before COVID-19 and many more that have been fueled by COVID-19. Continue reading “The Top Marketing Trends: Automation and AI Are the “New Normal””
Best Practices in Repurposing Content
It can be extremely expensive to feed the constant demand for content from a wide range of audiences. Content marketing has become a major industry in the 21st century, with companies of all types and sizes working hard to produce content to help them distinguish themselves from competitors as they attract and engage audiences that can represent potential customers.
The costs of content creation can be positively affected, though, if companies work strategically to repurpose content in various ways. The mantra of any efficiency-oriented content creator or team should be “Create once, use many times.” Why let valuable content become buried as new content is created? Here we take a look at some practical advice from content creators who have learned to make the most of what they create. Continue reading “Best Practices in Repurposing Content”