By Jodi Harris
April 23, 2018
No matter how creative, memorable, or popular your content pieces may become, every asset you create and share will ultimately be judged by the impact it makes on your business’ bottom line.
While it can be tempting to think about measurement only after all other tasks are complete, you should recognize by now how critical it is to have the right data on hand to inform every phase of your content marketing approach. That is why it’s a good idea to establish sound measurement practices from the start of every program, enabling you to track, analyze, and optimize your content’s performance on a continual basis.
But, of course, just because something is a “best practice” doesn’t mean it’s easy (or possible) to achieve in a real-world setting. Fear not. Even if you’ve been creating and distributing content for a while, it’s never too late to implement the measurement techniques to identify what’s working, discover areas where improvements can be made, and determine where to scale back to concentrate on more impactful efforts.
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By Ayaz Nanji
April 12, 2018
Corporate communications and public relations professionals say engaging in better storytelling is the tactic/trend that will matter most over the next year, according to recent research from Sword and the Script Media and Ned Lundquist’s Job of the Week.
The report was based on data from a survey conducted in February 2018 among 155 corporate communications and PR professionals.
Respondents rank storytelling as the trend/tactic that will matter most over the next 12 months.
Content marketing ranks second, followed by thought leadership, aligning with Marketing, and influencer marketing.
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By Lisa Murton Beets
March 14, 2018
Are technology marketers moving away from creating content for the buyer’s journey?
The CMI research team found ourselves asking this question as we analyzed the data from our eighth annual content marketing survey. Here’s the finding that got us talking:
Compared with the previous year, more technology marketers say they’re focused on creating the right content for the right person at the right time – but fewer report they’re crafting content for specific points on the buyer’s journey.
More on that in a moment, but first consider that technology marketers are achieving increased content marketing success. Thirty-one percent of technology marketers report that their organization’s overall content marketing approach is extremely or very successful – that’s up seven percentage points from the previous year, when 24% reported high success.
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By Young-Sae Song
March 5, 2018
It may not always seem like it, but content marketing is more relevant today than ever before, especially for B2B marketers. In fact, it is taking off across industries.
That doesn’t necessarily mean the quality of content is improving along with it. Too many companies take the wrong approach and consider their content simply a means to get more leads that they hope will one day turn into sales. In reality, content needs to engage and inform, educate and entertain. If it does that, you will have plenty of loyal content consumers who will think of your company’s products and services when they need them. And they’ll think of you as a friend.
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