Posts Tagged ‘Content Marketing’

Content Marketing 201: How to Create Better Content

Want to create content that gets better engagement and views because it helps your audience? We have a wealth of practical tips and expert opinions in our last installment of the Content Marketing 201 series. Keep reading to find out how to create better content for your brand. Creating content: Follow the golden ratio of content. There are two types of created content: owned and promotional. Owned content is simply content you create that doesn’t have a sales pitch attached. For instance, this blog post is an example of owned content. Although we hope our readers enjoy our blogs posts enough to check out the awesome services we provide, we’re also committed to providing helpful, relevant advice and information to our readers – no strings attached. Promotional content includes a specific call to action. This includes advertisements, coupons, giveaways, contests, and any message that is transactional (you offer something to your reader in exchange for information or money). Most businesses will create owned and promotional content, on top of the curated content we discussed last week. Follow a simple rule […]

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Content Marketing 201: How to Curate Better Content

Previously we showed how hard work, diligence, and a bit of smart planning can help you find better content. If you’ve found great content, you probably want to share it with your audience. Before you hit “publish,” provide context for your audience to help illustrate why the content matters to them. Be creative. Let’s say you found an article that discusses the best examples of financial institutions using LinkedIn. It contains interesting data points, key players in the financial services industry, and a compelling argument. You like this article and want to share it. You could copy the link to your social media channels with little to no context or explanation. Or you could update the argument and recycle the information to reflect your brand’s message. Trendy DIYers on Pinterest have a handy word for this sort of creative repurposing: “upcycle,” to update and recycle. An upcycled article can become an infographic (using the article’s data and institution logos) or a “response article” on your blog (using the article’s main argument with your thoughts added in). You can divide the […]

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Content Marketing 201: How to Find Better Content

Our Content Marketing 101 series takes an in-depth look at the philosophy behind producing better content for an audience. Now we want to help you actually make better content. Earlier this year, IMN surveyed content marketers and found their biggest challenge is sourcing engaging content. About 42 percent want to find it, but they don’t know how. Take a deep breath, frazzled content marketers. IMN has your back with four pointers to find better content. Content is everywhere. We live in the digital age where content sprouts up like dandelions in summer. The proliferation of online content can overwhelm the most seasoned of marketers. The trick is to start small and pick a few favorite news resources. Industry blogs and online publications work if you know what topics you want to cover. However, if you need lots of content ideas that cover a wide range of industries and themes, try a content aggregator. Curata and Feedly are two popular aggregators for all kinds of resources, including articles, webinars, and videos.   Content comes to you. Here’s a best-kept secret in […]

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Content Marketing 101: How to Think Like a Publisher

You helped your niece start and finish the Content Marketing Pyramid. Now she understands how content marketing can help her achieve business goals. Then you explained why finding the right audience and the right channel is important. Now when she sends a message, she knows to whom and where to send it. She’s ready for the final test. You ask your niece to define content marketing. “You have a goal for your business, and you can find it on the Content Marketing Pyramid. Once you know your goal, you find the audience that matches it. But you also gotta use the right channel to talk to them. Then you can send your message to make that goal come true.” “Hmm… What if I ask you to define storytelling?” you ask. “That’s easy! You tell a really good story about something cool to someone you know will like the story.” “See, that’s also content marketing.” “Now I’m confused.”   Content Marketing: Where Storytelling Meets Selling Hundreds of articles defining content marketing exist. They explain, defend, and debate it. But many of […]

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