Having a small online marketing team doesn’t mean your company can not scale content marketing initiatives. It means you must know what the best strategies are and have your team focus on a few they can do well.

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Small business owners can now compete on an (almost) level playing field with big brands, all through applying the principles and use of content marketing. Regardless of the size of the business, the goal is the same: to use relevant content to attract qualified customers or clients.

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Content marketing is an important part of keeping a small business growing. It can help you to build credibility and authority, win you good positions in search engine results, and develop important relationships with your actual and potential customers.

The main problem for most small businesses is producing content at a consistent rate. There is so much to do when you’re trying to get a new business off the ground or take a semi-established small company to the next level.

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Small businesses generally face harsher circumstances when it comes to planning and launching a marketing campaign. They have less revenue and capital, which means they’re more limited in the strategies they can pursue. They have fewer resources, which means their teams are smaller and less experienced. And they generally have less data and first-hand experience with which to strategize in the first place.

One of the best marketing strategies for small businesses is content marketing, due to its approachability and affordability, but creating a content marketing strategy can still be an intensive and intimidating process.

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For small and local businesses, it can be hard to stand out against larger nationwide brands. However, content marketing can help your small business attract attention, and for relevant niches in your industry, too.

Content marketing is a marketing approach that involves creating and distributing relevant and valuable content to your prospective audience in the hopes of driving a consumer action, and it has numerous benefits for small businesses. It can give you the opportunity to not only expand your company, but also to build your reputation and establish a place as a trusted leader in the industry.

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These days, content marketing is considered a crucial aspect of any company's advertising efforts. Yet, for a new startup with a limited budget, trying to find a way to craft compelling blogs, social media posts or infographics can seem overwhelming.

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Customers go through a journey before they commit to a purchase. As a small business owner, it is your duty to engage and interact with them until they do so. And when they do, you continue to nurture them so they become your brand’s advocates.

With content marketing, you can convert random online searchers to website visitors, make them a part of your tribe and drive more sales by consistently providing them with valuable information.

In today’s digital age, the Yellow Pages have long since yellowed, permanently replaced by the Internet as the primary source to find a contractor.

As a creator, you know that you’ve got to be consistent to make it in the content game. But consistency isn’t enough on its own. In order to stand out from the crowd, your consistently produced content has to be quality. You’ve got to make stuff that your target audience will genuinely enjoy, find helpful,...

The post How to Make Your Content Marketing Pieces Work Harder appeared first on noupe.

Content marketing is crucial for SaaS firms. It helps attract and retain customers by creating content that resonates with the audience using traditional marketing strategies like advertisements or promotions. Sharing articles and videos and engaging social media posts showcasing expertise in the industry sector can help gain trust and establish credibility for the brand, leading […]

The post What SaaS Companies Didn’t  Want You to Know About Content Marketing appeared first on Designer Daily: graphic and web design blog.

Checklist for content marketing essentials

The post CONTENT MARKETING CHECKLIST – THE ESSENTIALS appeared first on WPCult.

There is a sea full of different brands in the market but the content marketing research tells that still majority of these brands does not have a documented marketing strategy. Developing a content marketing strategy for your brand is as essential as keeping the quality of your content top-notch. A quality content is worth only […]

As a fundamental aspect of a robust digital marketing plan, content marketing offers a diverse strategy to foster long-term online growth and to forge a durable connection between brands and their consumers.

New York, NY USA — The Content Marketing Institute (CMI) just announced TopRank Marketing and Sprinklr won a 2024 Content...

The post TopRank Marketing and Sprinklr Win a Prestigious 2024 Content Marketing Award appeared first on TopRank® Marketing.

Let me know if this sounds familiar: You’re drafting a masterful thought leadership piece and want to back up your...

The post A Complete Guide to Using Original Research to Elevate B2B Content Marketing appeared first on TopRank® Marketing.

Looking to implement a content marketing plan for your business, but not sure where to begin?

Used well, content can help you maximize connection with your target audience, and become a key resource in your niche. Your content can boost brand awareness, exposure, and eventually, lead to greater business success as potential customers become aware of your brand and its expertise.

So where do you begin?

The key to content success is mapping out a full strategy from the beginning, so you know not only what you're going to create, and where you'll share it. But also, what metrics you'll be using to measure its success, and how you can track performance over time.

An effective content strategy does take time to generate results, and if you have not aligned with the right metrics, you can come off the rails quickly.

Most markets are getting increasingly competitive lately. As a way to stand out, companies are using a content marketing strategy. It’s no secret that content […]

The post 5 Tips For Gamifying Content Marketing appeared first on e-Learning Feeds.

Michael Brenner, content strategist, shares tips from his upcoming B2B Marketing Forum presentation, "Content Marketing Is the Future of B2B: Case Studies for Success," and shares insights from his book Mean People Suck: How Empathy Leads t

The independent authority on Search vendors, topseos.com, has announced their list of the ten best content marketing firms for the month of November 2019.

The independent authority on Search vendors, topseos.com, has released the April 2020 rankings of the best content marketing firms.

topseos.com, the independent authority on Search vendors, has announced the May 2020 rankings of the best content marketing firms.

When it comes to content marketing, we live in extraordinary times. With cutting-edge tools such as live video, VR and AI at our fingertips, we can give our community behind-the-scenes access to our...

When it comes to content marketing, we live in extraordinary times. With cutting-edge tools such as live video, VR and AI at our fingertips, we can give our community behind-the-scenes access to our company, people and products.

We can showcase our best customers and bring our brands to life.

But what if your business had to close all of its physical locations? What if your people couldn’t go anywhere?

And what if your community was distracted by ... something? Not a little something. A very big, pandemic-level something.

These are the questions that content marketers find themselves grappling with in the midst of COVID-19. In the blink of an eye, we went from having the tools to do anything to a hobbling array of limitations. At least, that’s what it can feel like.

But what if we flipped that thinking the other way? Twitter co-founder Biz Stone once said, “Constraints inspire creativity. When are backs are against the wall, we come up with some amazing things.”

Where can we look for inspiration? If you flip the through the opening pages of that famed marketing handbook “Us Weekly” — hey, what else is there to look at in a waiting room? — you’ll find a section titled, “Stars — They’re Just Like Us!”

These pages feature celebrities doing “regular people” things such as walking down the street and getting groceries. However, these days, despite their fame and means, celebrities have our same quarantined constraints.

And some are using this as an opportunity to create some amazing content of their own.

During this odd interlude, we can learn some valuable content marketing lessons from celebrities working within these same limitations.

Actor John Krasinski didn’t start a weekly web show in the middle of a pandemic to mug to the camera like his character Jim Halpert from “The Office.” Nor did he do it tout his Jack Ryan action-hero status.

Instead, in the midst of all of the bad news, he saw that what many people were hungry for was some good news. And that’s literally what he’s delivered with his aptly titled video series, “Some Good News” or “SGN.”

Featuring homemade title cards crafted by his children and set in his home office, Krasinski’s weekly show features a roundup of happy stories about creative kids, salutes to health care workers, unique ways to celebrate graduates and more. He also has concise weather reports from the likes Robert DeNiro and Brad Pitt.

While special appearances from famous friends might be out of your reach, you, too, can find ways to serve up more of what your audience needs right now.

Note: This might not necessarily be exactly what you sell. Ask yourself instead, what do they really need right now and how can we help?

For example, Don’t Panic Management is a team of virtual assistants. However, they saw that the small businesses they serve need help applying for government relief programs, so they started creating content around this.

On a recent episode of his WTF podcast, host Marc Maron talked about watching episodes of “Saturday Night Live At Home,” saying these shows were “touching.”

With segments shot by various individual cast members at home on their laptops and phones and featuring costumes from closets and cameos from kids and pets, SNL “At Home” shows how you can push our quarantined limitations to produce creative content.

In a recent episode, cast member Kate McKinnon shot an installment of her long-running “Whiskers R We” cat adoption sketch at home on her phone. Normally, this would feature several cute cats in studio introduced as McKinnon quips things like, “A cat is a smile with hair.”

The “At Home” installment features McKinnon in a homemade version of her costume with hand-drawn signs and her one pet cat playing nearly a dozen cats thanks to camera filters, mustaches and face masks.

SNL initially announced it would end their season early due to COVID-19. A few weeks later, the cast came back with their first “At Home” show.

They recognized the power of the moment and the outsized impact homemade content can have.

Another example of relevant, homemade branded content is a new ad from L’Oreal Paris, with spokeswoman Eva Longoria dying her gray roots at home in a video she shot on her iPhone. When you get hung up trying to make something polished and perfect, you often miss the opportunity to make something relevant and special.

Another SNL “At Home” sketch introduces characters struggling with the new normal of Zoom meetings shot with — wait for it — Zoom! The recent “Parks and Recreation” reunion special developed an entire half-hour script around a series of virtual meetings between Leslie Knope, Ron Swanson and others, all shot at home by the actors using iPhones.

We can use the same tools we rely on for virtual meetings to collaborate with others on content. Many already use Zoom and Skype for podcasts and videos.

You also can get creative in your content collaboration as actor and stunt professional Zoë Bell did. She challenged celebrity friends such as Scarlett Johansson, Margot Robbie, Drew Barrymore, Rosario Dawson and Zoe Saldana to help her stage an elaborate fight scene.

The resulting video stitches together individually shot fight scenes from the phones of 38 different actors and stunt workers to create one big knockout fight. The viral video garnered over a million views in just a few short days.

Just because we can’t get together doesn’t mean we can’t collaborate. Whether you’re simply using Zoom or storyboarding out something more elaborate, involving others always expands the reach of your content.

Yes, the content creators profiled here are celebrities. But they’re also more than that. They’re creative artists and problem solvers.

A frequent refrain in the early days of blogging and content marketing was, “think like a publisher.” This served as a reminder to write like a journalist, schedule content and publish regularly. However, with our current lockdown limitations, we should amend this as a reminder to think like creative artists — those who’ve used these limitations to spark bold, interesting new ideas for connecting with others.

What can you create that people need? Can you do it right now — today? From home?

Can you creatively involve others?

Thinking like a creative artist means focusing less on what you can’t do in these unusual times and more on what you can.

Nick Westergaard is a marketing strategist, keynote speaker and author of “Band Now” and “Get Scrappy”; nick@branddrivendigital.com; @NickWestergaard.

Online marketing with visual content continues to grow and drive tons of traffic. The team at Venngage gathered together the latest data in the 14 Visual Content Marketing Statistics to Know for 2019 infographic and built it using their own tool.

From Nadya Khoja at Venngage:

Two years ago I asked 300 different online marketers to help me figure out how they were using visual content as part of their marketing strategies in 2016 and their predictions for 2017.

This year I wanted to see if there were any changes in how marketers were creating visuals, and what kind of content engagement they were seeing.

I also asked a couple of additional questions to see how the use of various visual formats impacted their blogging strategies.

Conclusion:

The data says it all–visual content isn’t going anywhere any time soon. Not only are more brands leveraging the use for of visuals for various social media platforms, but there is a lot of added benefit when it comes to SEO and organic rankings as well, particularly in Google’s image search results.

And of course, creating engaging visual content is a surefire way to resonate with your audience and communicate your ideas more effectively.

There are a few things to unravel here:

• It’s good survey data, but take it with a grain of salt. Venngage is a visual design tool, sharing data about visual content marketing.

• The infographic is a fantastic format to summarize the survey results and use in social media to draw in readers to the full article.

• The infographic is built using Venngage, so it’s also a great way to showcase what their design tool is capable of. In fact, clicking on the infographic gives you the opportunity to use this design as a template for designing your own infographic.

• Sections 5 & 10 are disappointing visually. There are no data visualizations, just a bunch of percentage values shown in text.

• I’m not a fan of the bright color scheme, and it’s visually distracting from highlighting insights in the data.

• The article still references 2018 data, even though the infographic has been updated with newer data from 2019.

These days having an online presence is a necessity for businesses. Ninety-three percent 93% of online research begins with search engines, and 68 percent of potential customers research businesses using social media before making a purchasing decision.
Content marketing is a critical part of this online presence, as 93 percent of B2B companies use it to build their brand and create demand. In fact, B2B companies that blog regularly generate 67 percent more leads.
Here are 12 trends search marketers ...

The post 12 Trends Search Marketers Can’t Ignore in Content Marketing appeared first on RSS Feed Converter.

Digital marketing is fast-paced with trends and new updates to existing systems continuously popping out. That’s why it is important to stay up-to-date with the latest strategies that can be beneficial in reaching new audiences. Keeping up to date with the marketing trends will also help a business stay ahead of their competition. The best […]

The post Five of the Best B2B Content Marketing Trends That Are Proven Effective To Gain New Clients appeared first on Dumb Little Man.

My marketing journey was born out of SEO roots, where the priority of content promotion has always been high in order to create the kind of accountable marketing performance that matters. In contrast, I see a lot of brands putting the majority or all of their investment towards content creation without qualitative or quantitative effort towards the promotion of that content.

An imbalance of content creation and promotion is not only frustrating potential marketing performance, but it's wasting the investment made in creating great content. What good is that great content if no one sees it?

Below are 10 content promotion tactics that have stood the test of time and go beyond email blasts, social ads and simple social sharing on brand channels. When promotion is included in the content planning and creation process, it becomes part of a content marketing system that drives the kind of relevant, useful and engaging content customers are looking for.

1. Make Content Worth Sharing - While this seems obvious, in practice, many marketers are creating content to satisfy an editorial plan assignment like X content assets about topic Y per month vs. tapping data sources that can reveal what will actually resonate. Those data sources can be front line staff like Customer Service or Sales as well as social, web analytics and industry news. Insights about frequently asked questions, trending topics and provocative ideas can go a long ways towards creating content people actually want to consume and share with others.

2. Master the Headline - Without question we live in a fast moving world of short attention spans, Many people will only skim headlines so it is essential to make the most out of content titles. Email marketers already know this with subject lines and content marketings publishing blogs, ebooks, articles, microsites, campaign assets and social content should ensure headlines are relevant, succinct, imply urgency, are meaningful and show action.  There's a world of difference between "10 Essential Promotion Tactics" and "10 Essential Promotion Tactics That Drive Results".

3. Optimize for Share - For those that do click through to view content, make sure what they find is easily shareable. Blogs do this with social share icons and easy to share click to tweet messages. Reports, ebooks and any other digital content can be formatted for easy sharing as well.

4. Co-Create to Activate Influencers - What better way to reach relevant audiences that are ignoring ads than through relevant industry experts? Collaborating on brand content with the right influencers can inspire creative promotion to audiences that trust individuals more than brands. With more people turning to online sources of information, influencers can add credibility and reach to digital brand content.

5. Repurpose for Exposure on New Channels - Modular content uses templates to make republishing parts of your content on different channels or in different formats much easier and effective. Doing so deconstructs more robust content to specific elements that can be published for exposure. For example, we've been experimenting with having blog posts converted to infographics and then posting them to industry websites.

6. Create Distribution Channels - Email subscribers, social network connections, groups, and communities are all opportunities to attract and engage an audience around your shared interests. Each becomes a distribution channel for your content where you can share useful information and also do the kind of community content crowdsourcing that inspires active sharing.

7. Optimize for Attraction - There is no substitute for being the best answer for your customers at the moment they need the information and solutions your brand offers. Search Engine Optimization is not always a robust part of the content marketing process beyond keyword research informing content topics. An ongoing effort to optimize new content and optimize existing content for better performance on search engines can provide highly productive exposure at the very moment of need.

8. Publicize - Whether you contribute editorial to various publications opportunistically or secure recurring contributions to one publication, earned media can be a great way to connect your content with audiences that are interested. PR and media relations come in many forms ranging from someone actively pitching for interviews or story ideas about your brand to creating newsworthy experiences and content that is most likely to be covered by industry publications.

9. Syndicate - Something as simple as cross posting blog posts to author LinkedIn profiles, to a Medium account or to industry association websites can help your brand's content reach new audiences. Just be sure to link back to the source to help Google understand which to rank.

10. Create Conversations - Whether on LinkedIn or Facebook, video livestreaming is a great way to tap an existing social audience and instigate conversation around topics connected to your content. Recorded video is another option to create conversations and cross publish as Josh Nite and Tiffanie Allen have done for several years with our news posts and video on YouTube.

It should go without saying that content should be promoted, but after so many years of observing what brands are doing with content marketing, the imbalance between creation and promotion continues, especially when you consider stats like blog posts get an average of 8 social shares (BuzzSumo).

The key is to make content promotion a priority by including it in the planning process, setting content promotion goals and identifying the corresponding KPIs and by getting help with creating and implementing balanced content creation and promotion that actually works.

Outside of online advertising, what content promotion tactics have you found to be most effective?

The post Where’s the Marketing in Content Marketing? 10 Essential Promotion Tactics That Drive Results appeared first on Online Marketing Blog - TopRank®.

There has been no greater disruption to business in the modern era than the COVID-19 pandemic. For many, it seems as though the world has stopped turning. For marketers, it seems as though now is the worst time to try to promote anything.

But as our CEO, Lee Odden, said, “While there will be a period of adjustment, these changes do not mean the work stops. It doesn’t mean companies don’t need information, solutions, support, products and services.”

And he couldn’t be more right. Your audience may even have a greater need now for your solutions or expertise. They’re trying to navigate through this uncertain time, too. And they’re looking for help now more than ever before.

To help you answer those calls for help and know what types of content are successful in times of crisis, I’ve gathered five examples of effective B2B content marketing during the COVID-19 pandemic.

#1 - HealthcareSource

Healthcare workers have always been essential. And with a pandemic afoot, they’ve become the most essential. As a result, hospitals and healthcare providers need to ensure they’re fully staffed, but that’s easier said than done. Declining revenues have led to job cuts. Doctors catching the virus has led to job growth. Hiring for healthcare is undergoing constant fluctuations.

As a proven talent management software for healthcare providers, HealthcareSource saw that they were in a unique position to help. Through a long, thoughtful blog post, loaded with examples from healthcare systems around the world, HealthcareSource created a great resource to help healthcare organizations manage their hiring, onboarding, and talent acquisition strategies. They also created an on-demand webinar with in-depth tactics on how to manage these constant fluctuations in job demand and supply.

#2 - Zoom

Zoom, a favorite video conferencing tool for any organization, has seen their number of daily active users jump from only 10 million to over 200 million in just three months. They’ve grown from hosting business meetings to hosting virtual classes, happy hours among friends, family game nights, and more for hundreds of millions of people. COVID-19 and social distancing have invariably helped grow their user base. However, that comes with its own set of challenges.

They now have to train hundreds of millions of people on how to use Zoom, how to adjust their mic settings, how to ensure their Zoom is secure and private. They’re users needed support, fast. So they created an in-depth COVID-19 resource with every relevant training users could need. But what makes this resource even more helpful is that they segmented it based on use-cases. Need help while working remotely? You have your own section. Need help teaching your class? You have your own section, too. It’s a great example of how tailoring content for each audience segment creates a better experience; help is easier to find and the experience feels more personalized.

[bctt tweet="“Tailoring content for each audience segment creates a better experience.” — Anne Leuman @annieleuman" username="toprank"]

#3 - monday.com*

Lockdown. Quarantine. Social distancing. Between those three mandates, it’s clear to see why the number of people working remotely is reaching unprecedented heights. For monday.com, a work operating system provider, this presented an interesting opportunity. They saw that teams needed help transitioning to a remote work environment with the least amount of friction. They needed help ensuring they had the right technology, process, and structures to make remote work successful. They needed help knowing how to best use monday.com remotely instead of in a physical office.

To ease the remote work transition, monday.com created a new page on their website educating others on how to use their software for remote work. This new page helps existing clients and potential prospects on how monday.com can help ease the challenges of working remotely. They also made the smart decision of adding this page to their main site navigation, making it extremely easy for visitors to access. In addition to this new product page, the team at monday.com also created a custom video and content hub to ensure their users can get answers to all of their questions.

*monday.com is a TopRank Marketing client.

#4 - Slack

Slack was already a popular piece of software for any business, helping streamline team communications and collaboration. With more workers at home, I’m sure businesses — including our own — have become even more reliant on Slack to carry the burden of all text communication between teams. And while they could have taken a page from Zoom or monday.com and created dedicated resources to help train new users or customers who may be relying on Slack a bit more during this time, they didn’t. They saw a different opportunity to help their audience.

During a crisis, the value of information skyrockets. Business leaders want to know; what’s happening to the economy? Will their market be impacted? How is this affecting their workforce? Slack created a report to help answer those questions, especially as it relates to remote workers and the challenges they face. They recognized that key decision makers in their target audience desired more information to help them solve top challenges like transitioning to remote work, improving their employee experience, and more. With this report, they were able to provide those insights, helping their audience optimize how they work together during a pandemic.

#5 - Dropbox

Do you know what distributed work is? I didn’t know what it was, either. And this is where Dropbox’s latest content marketing really shines.

Dropbox saw that while most of the world was focusing on transitioning to remote work, they really needed to focus on distributed work. Organizations sorely needed to be educated on the difference between the two and how they require different strategies. As Dropbox points out, “remote work is a discipline for the individual worker, but distributed work is a discipline for the entire organization.” That’s a very important distinction to make as organizations attempt to navigate social distancing and still get the work done.

Their thought leadership content around distributed work is truly eye-opening. Positioned high up on their blog and given its own content hub, their distributed work content is a must-read for any organization operating remotely during this time. And it all happened because they recognized a key, relevant term that not many were focusing on.

Be Helpful. Be Successful.

The true key to success in B2B content marketing is to always come from a place of empathy. The more you’re able to understand and empathize with your target audience, the more likely you are to surface content opportunities that help them overcome their pain points and challenges. And helping them = success.

That doesn’t change even in times of crisis. In fact, it becomes all the more important. Use the B2B content marketing examples above as a guide when creating your own content and remember to be empathetic to their needs.

If you want to help your audience during this time, learn how to build trust with your audience through authentic content.

The post 5 Examples of Effective B2B Content Marketing in Times of Crisis appeared first on Online Marketing Blog - TopRank®.

Lieb, Rebecca

Gamble, Stephen, author

Content marketing has gained much traction over the last 18 months and for good reasons. It is becoming an important part of any organizations marketing mix and can have an immediate impact on how companies are perceived, as well as their success online.

Content marketing also has an immediate impact on search.

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86% of B2B and 77% of B2C organizations use content marketing.

This makes the content marketing landscape extremely competitive. With more and more companies using content creation and its distribution to improve brand awareness, credibility and niche authority, run-of-the mill content marketing does not work anymore.

If you take a look at some of the best content marketing campaigns of 2014, you realize you can not afford to take content marketing for granted. You need to be able to create compelling content and ensure it reaches your target audience.

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Writing a blog can be a rewarding way to reach out to your audience, and share your thoughts and knowledge on issues that are relevant to them. When used correctly, your blog posts can increase traffic to your website, and ultimately result in customer conversions.

Of course, this all depends on your ability to get new people interested in your blog each day. If you can do this, your success is all but guaranteed.

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Content marketing paved its way into the global village a decade back and has immediately shone up to fame with the coming of new media. Business houses across the globe are increasingly developing solutions for content marketing.

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Happy New Year! Are you looking to reach and engage with customers in a new and exciting way? This is going to be the year your business embraces content marketing in a real and serious way. Why is this going to be the year of content marketing?

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When effective content marketing meets your customers, the magic happens. Before we dive in to the secret sauce behind the magic, what comes first, content or the customer? That is not a trick question. It’s a real test to see which direction your content marketing is headed. If you’re not sure about how this should play out for the benefit of your marketing and your customer…read on.

As a marketer and a consumer, I always think about the value content plays in a marketing strategy and campaigns.

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Did you know that the average CTR for any form of online advertising went from 0.09% to 0.05%? For this trend we are to blame the rise of social networks and ad blockers which helped consumers successfully fight the unwanted ads.

Where does this leave marketers?

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With an undoubtedly scrappy beginning, content is now a serious player in a variety of brand communications, ranging from demand generation to PR, and on to sales enablement. Especially as search becomes more competitive, it’s important to look beyond a single point of activation in order to make the most of your content. Integrating social media publishing with your larger content marketing vision can help you do that, engaging your audience and maximizing your content marketing ROI.

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