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The content conundrum infographic

June 19, 2014 by Marketing Donut contributor

Infographic created by JBH Marketing. Sources - Content Marketing Institute.

What to do once your content goes live

June 09, 2014 by Marketing Donut contributor

What to do once your content goes live/ content word{{}}Finding your content on the internet is almost as difficult as looking for a specific star in the Milky Way. It would take you over 340 years to peruse the 2.15 billion actively indexed web pages out there — even if you just spent five seconds on each one.

In short, people aren’t going to simply stumble upon your content. Even though you’ve created an interesting, relevant, high-quality article, you’re still going to have to do some legwork to make the most of it.

Continuing to market and track your content helps deliver reach, targeted delivery and increased credibility. Here are some free ways to increase your content’s exposure after publication.

Free resources to promote your content

If you’re on a budget, there are still lots of ways to get your content in front of relevant audiences — you just need to tap into your networks.

1. LinkedIn Groups

Using your article as a resource in LinkedIn Groups can be effective for sharing your expertise without seeming too promotional. Find like-minded groups and make a habit of joining their discussions before you share your own content. Likewise, don’t overshare and keep it professional.

2. Email signatures

Adding your most recently published article to your email signature functions as an instant credibility badge. I almost always follow a link like this if I want to know more about someone who has emailed me. It demonstrates thought leadership in your industry and it gets your message in front of the people you’re trying to reach.

3. Your company blog

This is a good place to extend the conversation about a published article without duplicating content. Can you follow up on your original blog? What did you learn from the comments on your article? Are there any comments you’d like to respond to? Be sure to include a link to the original article.

Tracking the effectiveness of your content

In addition to getting your content maximum exposure, it’s important to follow the data and use metrics to drive your decisions. With Google Analytics or a similar platform, you can track your leads and conversions by source. If one source stands above the rest, you know you’re effectively reaching your audience, either with your content or the publication.

Tweak your content marketing strategy by immersing yourself in the metrics and making positive changes. Set a goal for your content, whether it’s increasing visits to your site, starting more conversations with prospects or converting more leads that find your site through your content.

Content marketing isn’t a vanity exercise. If you’ve ever done it, you know it takes time, effort and strategy. Don’t make the mistake of assuming your content’s journey ends once it has been published. You’ll be missing out on an opportunity to keep your content working for you.

Mark Hodges is a brand strategist at Influence & Co.

Ten ways to create great blog content

July 07, 2010 by Chris Street

I’ve long been an advocate of the power of blogging, but when you’re posting three times a week – or even trying to muster up something original once a week – it can be hard to consistently create compelling content for your blog posts.

We all have ‘off’ days, times when the creative juices aren’t flowing. Sometimes finding different, interesting and useful content to share on a blog proves tricky. With that in mind, here are ten ways to consistently create great blog content:

1. Re-visit your blogging legacy

Have a look through your previous posts – are there any blogs you can add a second part to, an update, additional content?

2. Read through the last 24 hours Home feed on your Twitter account

Reviewing the last day on your Twitter Home feed usually delivers a few good blog ideas or content themes to explore.

3. What are you doing at the moment – share the love

Discuss things you’re working on at the moment: projects, new client work, challenges, success, lessons learnt. Add value.

4. Check the blogosphere

Look at what bloggers are posting and expand their debates – this is a great way to further link into the blog community, too.

5. Become a source of exclusive information

Are you a thought-leader in your commercial space? No? Become one. Add exclusive content in your area of expertise.

6. Ask for help

Speak to your clients, colleagues and trusted network associates about what interests them. Ask for their help in creating content.

7. Do market research

Get online and see what your competitors are talking about. Then write something better on the same subject. Add insight.

8. Get passionate

If you have strong beliefs or proven methods around a commercial subject, share it. Share your passion. Readers love this.

9. Remain teachable

Ask your readers what they want to see. Start a survey, ask your audience what they value. Create statistical value.

10. Start with the end in mind

Remember why you’re blogging – think back to your earliest blog posts and recall what sparked you to start blogging. Share it.

Chris Street of Bristol Editor

Small business networking: Are you making the most of it?

May 04, 2010 by Karen Purves

In less than twenty years, networking has gone from something done informally to being a prime marketing tool for small business.

The opportunities are endless. You can network at any time of the day or night – face to face and online.

The big question is “Have your social networking skills and practices kept pace?”

What are the changes?

  • Small business networking is now one to many and many to many, not just one to one.
  • Business networking and your website are intrinsically linked.
  • Networking effectiveness is boosted by switching from sales oriented messages to content and permission-based marketing.

To make the most of these, here are five networking tips:

Online social networking profiles
Create or update your online profile for all the networking groups to which you belong. Be consistent with what you write and keep them up to date.

Join social networking sites
Choose the ones that best suit your business. The top social networking sites are Facebook, LinkedIn and Twitter. Generally, Facebook is great if you have a large following already. Linkedin is a business-oriented site. Twitter is good for both business-to-business and business-to-consumer markeitng, providing your market is there, too! There are smaller ones, most of which are industry specific or geographically based. Still, choose the ones best for your business.

Create content
If you are already glazing over at the idea of creating articles and content generally, come back!

With online networking, posts are like attending an event where the emphasis is on sharing information.

There’s a bonus for this activity; you can use this content in other areas of your marketing. What’s more, you can create lead magnets from these and the comments received.

Comment of what’s being said
Monitor what others are saying and add your thoughts – just as you would in face-to-face networking. Remember, nothing is deleted on the Internet, so keep your comments in line with your business aims and values.

People buy from people they trust and the easiest way to build this is through consistency.

Have one-to-ones
It doesn’t matter whether you network face to face or online, you want ways to explore potential. A one-to-one over the phone is a quick and easy way to decide how to move forward, even if that is to arrange an appointment.

These are five networking tips you can do today and over time they increase the effectiveness of your marketing. Tell me which of these are you doing now?

Like Minds: What was your take-home message?

March 01, 2010 by James Ainsworth

Like Minds People-to-People was about making valuable and meaningful connections. The test now is the connections everyone makes in their sector — armed with the wisdom gained from attending the conference — be that in person or virtually.

We asked attendees to provide us with their take-home message from the keynotes, panel discussions and extensive networking that took place well into the night.

Take-home 1: Strategy's purpose is to enable execution. NOT the other way around. @chrisbrogan wisdom.

Take-home 2: Remove the "media" from Social Media. SM engineering for orgs isn't about media.

Take-home 3: Humanising corporate communications offers a wealth of operational and tactical advantages.

Bonus take-home: @chrisbrogan is every bit as smart as he claims not to be. Truly outstanding.



Take-home: Inspiration, reflection, motivation, acceleration, comprehension, lubrication and a lot of bloody good ideas.



Take-home: Content counts.



Take-home: This is a new medium not a new form of communication, Twitter is the tool, people power it. Authenticity beats brand veneer.



Take-home: Like Minds was jaw droppingly awesome, the creative mix was lovely magic!



Take-home: Inspiring, awesome event. All about the people as the title suggested :)



Take-home: Mine is never, ever take fashion tips from Americans - no matter how famous they are :) #likeminds



Take-home: How can you use available tools to make others feel special? That's a key question.



Take-home: Stimulating, thought provoking and professional. Unexpectedly good way to spend a Friday!


Please do add any further take-home comments below.

How does your website stack up?

November 11, 2009 by Mark Sinclair

We're all aware that your website can make or break your business.  But are you focussing on the right things to improve?

In these two videos, two world leading experts tell you what you should be focussing on.  Stefan Tornquist is Research Director at Marketing Sherpa (just google it) and has undertaken dozens and dozens of studies into what works - right down to sophisticated eye tracking software to see where people are looking.  David Meerman Scott is a leading authority on viral marketing (just google his name!): he's responsible for over US$1 billion in sales for his clients.





I think this is really refreshing advice.  Keep it simple; focus on content.  So against these two simple measures, how does your website stack up? 

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