Another rock solid roundup this week full of great content marketing advice and predictions.
The first story comes Via pushingsocial.com and provides some spot on tips on how to get moving with that content strategy you have in the back of your head:
Are you overwhelmed by the prospect of creating and implementing a content marketing strategy? I know you are a smart, market-driven, professional but I wouldn’t be surprised if you are confused by the sea of (often contradictory) content marketing advice sloshing about on the Web.
Tip: Open up a note-taking application and create action steps as you read through this post. Also set a time next week to reread this post or discuss with your team. The end of the year is coming quick and this could jumpstart your strategy planning for next quarter.
This next bit comes Via wsj.com and sheds some light on digital advertising.
Online marketers are increasingly opting to pay only for “viewable” ad impressions — those that actually display on users’ screens, rather than ones that appear on parts of web pages never actually visible to human eyes.
- Over half of online ad impressions arent visible.
- A small number of publishers are serving most of the non-viewable impressions.
- The most viewable ads are vertical ones.
- Above-the-fold doesnt always mean viewable, and vice versa.
- Viewability varies significantly across content verticals.
You know it’s that time of year when you start to see all the prediction articles for next year. This one Via forbes.com covers what’s on deck for content marketing in the next year:
With 2015 just around the corner, you might be making an initial plan that outlines how you’ll spend your marketing and advertising dollars next year. If you’re thinking about simply copying your digital marketing strategy and budget over and doing the same thing you did in 2014—think again. Times are changing. If you want to continue reaching prospective customers online, you need to follow the trends. You need to stay ahead of the game when it comes to connecting with people through your digital marketing efforts.
Prediction 1: Content Will Be More Important Than Ever
Prediction 2: Marketing Channels Will Be Even More Connected
Prediction 3: Mobile Will Take Over
Rand Fishkin @ Moz shared some thoughts Via wordstream.com and it’s well worth a read. Much of the insight here falls into common sense but’s there’s a few gems of reminder that most of us content marketers could take to heart:
Once you reach a certain level of memory and positive association about the brand that you’ve experienced all these things through, when you have the need for the product or the service or whatever it is they’re offering, then you might remember to sign up with them.
As a result of this mythology, a ton of people and teams who invest in content marketing fail to properly plan for the required time and effort needed. That’s hugely costly, because it means that a ton of pressure sits on the content marketer, and the social media marketer, and the SEO, oftentimes one person or a very small team of people who all do inbound marketing together. You don’t have the budget or the bandwidth or the belief from your executives or your client, if you’re being hired as an agency, to get to where you need to get to.
Now finally, to pile on (just in case you didn’t get it the first time) this next story Via theguardian.com - Three golden rules to keep your content marketing on target, discusses the importance of planning with content marketing.
The most expensive mistake in content marketing is missing your target. The road to success is lined with burning wrecks of campaigns that targeted the wrong audience, created the wrong content or build relevance in an irrelevant social network.
A documented content strategy is the best way to avoid disaster. According to the 2014 B2B content marketing report, B2B marketers who have a documented content strategy are far more likely to consider themselves effective at content marketing (66% vs. 11%). Nevertheless, only 44% of marketers have documented their strategy.
Many of the stories selected in today’s roundup cover an important aspect of content marketing- planning. We’ve found even a little planning goes a long way to measured success with content marketing. That’s one of the reasons why in our Quick Start Package phase 1 is all about planning, understanding your market, their pain points, and the type of content that will get them to convert.
If you haven’t sat down and planned out either your content marketing or content curation plan for the next year now’s the perfect time to get it done. Want help with your curation plan? You can easily sign up for a free no obligation curation consultation.
Thumbnails courtesy pushingsocial.com, wsj.com, wordstream.com, theguardian.com
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