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Posts tagged ‘Content Strategy’

MarketingProfs – Four Writing Lessons From Dr. Seuss: Create Instantly Memorable Marketing Copy

 

 

 

By Lisa Shomo
February 25, 2019

Dr. Seuss Day is coming up on March 2. Could you create effective marketing copy by imposing limits on how you write—as Dr. Seuss did? Should you?

For his best-selling children’s book Green Eggs and Ham, Seuss set himself a strict limit of only 50 words. Considering that he successfully got an entire generation of kids learning to read and having fun doing it, his writing techniques are worth examining.

Using literary devices you wouldn’t normally use might hem in your writing ability—or completely unleash it.

Seuss not only used small amounts of simple words, but also explored repetition, alliteration, and rhyme, and he invented new words while crafting his stories. Kids couldn’t get enough.

As we celebrate Dr. Seuss Day, what can we learn from him?

 

1. Rhyming helps solidify memory

Why is it that you can remember marketing slogans from 5, 15, or even 35 years ago, but you can’t seem to remember anything on the shopping list you left at home? I wager that many, if not nearly all, those memorable slogans rhymed.

Rhyming is the literary device that most people associate with the works of Dr. Seuss. Rhyme turns out to be a powerful element that made his books both treasured and unforgettable.

Children—heck, even adults—are able to rattle off line after line of Seuss’s books. And that was his intention: getting kids to connect the words on the page with sounds they hear in their mind and say out loud. When words in a phrase or series of lines sound alike, it is much easier to connect the words together and to remember them.

See full story: http://ow.ly/5ZuF30nPsvJ
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Contently – How to Solve the 5 Most Common Brand Awareness Problems

 

 

 

By Felicity Blance

January 29, 2019

When you’re thirsty, do you order a soda or ask for a Coke? If you have a cold, do you ask for a tissue or a Kleenex? Sometimes a product gets so popular that the brand name becomes synonymous with whatever it’s selling. This is brand awareness in action.

Brand awareness can seem like a vague force that’s hard to measure. But just because it’s trickier to track than a sale or a conversion doesn’t mean spreading awareness is without value. Building your brand through top-of-funnel content establishes a connection with a new audience. It can even change the way the existing audience perceives you.

Without that awareness foundation, it’s harder to achieve other goals down the marketing funnel. Why would someone buy something from you if they have no idea who you are?

At Contently, we wanted to get a better understanding of the biggest brand awareness challenges, so we turned to our own customers to find out more. When we set down to review the data, the same few challenges popped up over and over. Here’s how you can address them before they hurt your marketing efforts.

See full story: http://ow.ly/yXrB30nx2UK

MarketingProfs – The 15 Most Challenging Content Marketing Tasks

 

 

 

By Ayaz Nanji

May 29, 2018

What are the most challenging things about content marketing? Which tasks do content professionals in different roles find most difficult?

To find out, SEMRush and the Content Marketing Institute surveyed 1,884 content writers, content strategists, content editors, PR/marketing managers, and project managers.

Content strategists say their top challenges are developing content that resonates with target audiences, developing ROI plans, and finding/researching the most relevant topics.

Content writers say their top challenges are finding a balance between creativity and SEO, understanding their target audiences, and meeting deadlines/time management.

PR/marketing managers say their top challenges are defining the ROI of campaigns/activities, deciding what to cover, and finding places to publish content.

See full story and infographic: http://ow.ly/KhfJ30keKqO

Content Marketing Institute – Road Map to Success: Monitoring and Measuring Your Content’s Performance

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.

See Full Story: http://ow.ly/IfMx30jFalM

Content Marketing Institute – Tech Marketers Think Outside the Buyer’s Journey [New Research]

 

 

 

 

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.

Hmmm.

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.

See Full Story: http://ow.ly/KQa130iWZz9