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…
The In-Depth Guide to Content Promotion
By Sharon Hurley Hall on Crazy Egg
With the web landscape becoming ever more congested and the increasing brief attention span of audiences (an average of 8 seconds, 1 second less than that of a goldfish), content promotion is now absolutely crucial to your content marketing strategy.
Inform your content promotion efforts with an intimate knowledge of your target audience gleaned from Google and social media analytics. This will not only tell you what kind of content interests them, but what content they’re likely to share and where. Research your backlinks and key influencers in your vertical and try to enlist their help in sharing your content. Besides social media sharing and content marketing, consider other promotion techniques such as syndication and guest blogging. Learn more about how to promote your content in this comprehensive guide at Crazy Egg.
One Thing Is Killing Content Marketing and Everyone Is Ignoring It
By Joe Pulizzi on Content Marketing Institute
It’s predictable: senior leaders of online businesses are largely disappointed with their content marketing performance, be it their company blog’s lack of traffic or failure to convert, poor search ranking, social media posts being ignored, or emails sent in vain. Why? “Mostly because they believe it should be easier than it is. They also feel they are just one secret-sauce answer away from Utopia.”
Their common problem is undifferentiated content. Content marketing is not about creating more content; it is about “creating the minimum amount of content with the maximum amount of behavior change in customers.” To accomplish that, digital marketers need to discover and leverage their “content tilt” by telling stories that are different from all the rest being churned out by their competitors. Discover how to find your tilt at Content Marketing Institute.
What’s it Take to “Go Viral?” 11 Traits to Give Your Idea Wings
By Matt Round on Moz
While “viral” content is admittedly an over-used content marketing buzzword, driving exponential traffic and broad media coverage via online word-of-mouth — with little to no promotional effort — is achievable all the same. It requires a “certain way of thinking.”
For interactive content such as games and quizzes to go viral, it needs to be clickable, playable and shareable. Among the common traits of viral interactive content (most of which largely apply to other content formats) are “tribes” that confer a sense of belonging, “competition” and “comparison,” and “topical” that demonstrates current and trending savvy. Read what it takes for content to go viral at Moz.
Why Every Organization Needs a Story Strategy
By Kathy Klotz-Guest on Convince & Convert
Every organization and business needs a story strategy that encompasses diverse stories beyond the traditional brand story and those of their marketers and C-suite.
An overarching story strategy serves as a guide to an organization’s decision-making and needs to include customer and employee stories if it is to be scalable, credible and championed. While marketing department’s stories can definitely add value, “they also can be bottlenecks that constrain authenticity and destroy value.” Cultivating stories from those who are closest to the customer is a must for a sustainable, successful story strategy. Learn more about the important stories you need for your organization’s larger strategy at Convince & Convert.
8 Tactics for Mixing Up Your Content Marketing Strategy [Infographic]
By Carolyn Edgecomb on Impact Branding & Design
Do you find you’re creating the same type of content over and over again? Perhaps, in the words of MarketingProfs’ Ann Handley, you’re “playing it too safe” and need to switch up your content marketing strategy. Try incorporating a variety of content types into your marketing strategy, as shown in this metaphoric mixology infographic by JBH:
Image Credit: JBH
Did you spot or create an awesome content marketing resource this week? Share yours in the comments!