This Week in Content: January 8, 2016


This Week in Content

Each Friday, we share a ‘This Week in Content’ column, bringing you the most popular news, advice and how-to content marketing columns from around the web. This week…

5 Reasons Most Content Marketing is FAR Behind Where It Needs To Be

By Mark Schaefer on Businesses Grow

In comparison to mainstream journalism’s rapid pace of adapting cutting-edge content strategies, the content marketing industry is alarmingly sloth-like.

Here are five critical lessons content marketers need to learn from journalists, and now: we need to realize that we’re not in the publishing business, but in the fashion business; we need to approach new social media platforms with a sense of urgency; we need to publish content matched to how it’s actually consumed during day vs. evening hours; we need to adapt to the fact that the world normally consumes video content with the sound off; and finally, the story should determine content length (so enough of the short- vs. long form content debate). Read all the details at Businesses Grow.

Generate Leads from LinkedIn Through 6 Simple Steps

By Neil Patel on Quick Sprout

If you’re a B2B marketer, it makes sense for you to have a cohesive strategy for leveraging LinkedIn for lead generation. With more than 400 million members worldwide and a proven record for driving the most leads for B2Bs than any other major social media channel (and even surpassing on-site blogs), LinkedIn offers an immense reservoir of potential customers for nearly every business niche.

Starting from scratch, marketers need to devote time and effort to creating an optimized profile and their own LinkedIn group. The LinkedIn members invited to the group represent potential leads, and once the group gains traction, marketers can tap into it to further grow their network of connections and generate even more leads. Learn more about how to develop a LinkedIn lead generation strategy at Quick Sprout.

Don’t Just Manage Your Reputation – Improve it

By Mary Bowling on Moz

Digital marketers have long viewed reputation management as a company’s efforts to control what prospective customers see about it online, largely employing such traditional methods as striving for first-page search rankings for brand name recognition and reacting with damage control to poor online reviews. But as Google moves ever closer to its goal of modeling the (socially-connected and mobile) real world — such as its newer local search option of sorting results by relative 5-star scale review ratings for some industry verticals — businesses need to move beyond largely reactionary reputation management to reputation development that focuses on cultivating more and more positive reviews over time.

How? By proactively asking for customer feedback and improving their products and services accordingly, in a continuous loop that builds their online reputation and business. Read more about best practices for reputation development at Moz.

5 Ways to Get More Traffic with Content Marketing

By Sonia Simone on Copyblogger

While there’s much more to content marketing than driving web traffic, businesses still need to build a “minimal viable audience” for their content if they’re to survive. So how do you cut through the noise to get the short attention span of today’s distracted prospect?

As the critical first step of a larger “content conveyer belt” strategy, attracting the attention of your target audience is key. There are five strategies for doing so: intelligently guest posting; creating how-to videos; hosting online Q & A sessions; networking with other content marketing professionals in your niche; and engaging with the real (offline) world to draw colleagues and potential clients to your website. Discover more about driving more traffic to your site with content marketing at Copyblogger.

The State of Social Media Marketing [Infographic]

By Verónica Maria Jarski on MarketingProfs

Companies are investing more in social media marketing today than ever before, with US B2B social marketing ad spend alone projected to surpass $100 billion in 2017. Yet a full 60% of social media practitioners cited “measuring ROI” as one of the top challenges of their marketing campaigns while half indicated that they’re struggling with capitalizing on the data generated by their campaigns.

Learn more from this infographic by Morrison Foerster:

Corporate Use of Social Media

Image Credit: Socially Aware

Did you spot or create an awesome content marketing resource this week? Share yours in the comments!

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