This Week in Content: February 19, 2016

This Week in Content: February 19, 2016

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…

How to Craft a Killer Brand Voice and Mission Statement for Your Content Marketing

By Joe Lazauskas on Contently

A great mission statement should not only speak to your organization’s content plan and goals, but also capture who you are as a brand and publisher.

A prerequisite for creating a mission statement is articulating a brand voice, which lies at the heart of every piece of content you create. That means that your brand requires a personality that embodies its values and point of view, formed by the individuals who comprise it. The most successful brands stand for an idea (such as GE), which is a good starting point for distilling your brand’s values into the clear identity characteristic of the best brand publishers. Read more at Contently.

Content Strategy: A Development Guide

By Brie Moreau on Kissmetrics

With user engagement metrics now an unofficial ranking signal with Google, creating a sound content marketing strategy that attracts and retains users will also improve your site’s search rankings.

Starting with well-defined content goals that are mapped to the buyer’s journey, you can research your target audience and the content they engage with using free Google tools. Delving into Google Analytic’s “Content Drilldown” can give you key engagement metrics such as Average Time on Page, Bounce Rate and Pageviews for sites similar to your own.

Pivotal to developing an effective content strategy is measuring the results of your efforts to date with Google Analytic’s consumption, social sharing, lead and sales metrics. Learn all the details at Kissmetrics.

Ignoring Mobile? Then Say Goodbye to Your Marketing Plan

By Paul Ruppert on MarketingProfs

It’s no longer a question of whether to integrate mobile into your digital communications and marketing strategy: it is essential if you are to successfully engage consumers and customers.

To avoid feeling overwhelmed and to ensure you’re on track with mobile integration, start slowly and simply. Begin with researching and confirming your customers’ communication preferences, personalizing the user’s experience, and engaging with them on their terms. Be sure to make your content interesting with customization, and leverage location-based targeting for superior mobile marketing campaign performance. Learn more at MarketingProfs.

The Social Media Analytics Compass: What and How to Measure

By Ian Cleary on RazorSocial

Monitoring your social media analytics can mean the success or failure of your social media presence. So what should you be monitoring to assess and improve your social media performance, and how?

The most essential areas that you need to monitor are represented in the “social media analytics compass,” which includes audience profile and size, content and sentiment analysis, competitive benchmarking, community responsiveness, reach and engagement, and web traffic. Selecting what area is important for your business, you can then decide on the relevant analytics tool to generate the needed reports.

Discover the functionalities, costs and other key features of seven different social media analytics tools corresponding to the essential areas of the compass at RazorSocial.

Why Your Sales Team Should Invest More Time on Content Marketing [Infographic]

By AJ Ghergich on Social Media Today

On average, B2B prospects view nearly a dozen pieces of content before making a buy decision. And while marketers understand the crucial role content plays in lead generation, nurturing and sales, salespeople need to invest in what content is created so they can personalize their approach and meet prospects where they are in the buying cycle.

Find out more via this infographic by Salesforce:

B2B Content Marketing

Image Credit: Salesforce Canada

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








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