The biggest mistake to start content marketing, or any marketing tactics, is not knowing the goal. Not knowing where to begin with? Fret not. You can consider looking at what others have done by referring to Holger Schulze report on his survey on 2012 B2B content marketing trends he did on LinkedIn.
According to his report, 68% of the respondent said lead generation was the main goal for content marketing, followed by 50% on thought leadership and market education and 39% on brand awareness. In terms of metrics used, 64% on web traffic, 59% on views and downloads and 52% on lead quantity and quality. Continue reading 3 tips to a powerful content marketing plan
Last week, we talked about how digital media and social media have grown to become complicated and fragmented. Instead of focusing on the nuts and bolts of the various channels, you should be focusing on the content itself.
Great… but what is content marketing, by the way?
I have seen many definitions so far, especially when content marketing has taken the business world by storm recently. As a start, Wikipedia defines it as “all marketing formats that involve creation and sharing of content to attract, acquire and engage clearly defined and understood current and potential consumer bases with the goal of driving profitable customer action.”
I have found another definition on Business 2 Community as “Falling under the general blanket of inbound marketing, which focuses on attracting business by engaging customers and prospects in a two-way dialogue in contrary to a one-way broadcast message, content marketing is a technique used to attract business through content.”
No matter what the definition it might be, content marketing is definitely not a new practice; it was merely being re-packaged and given a new name. Due to how the technology and our habit have evolved; it has been given a brand-new meaning to it. Continue reading Content Marketing Part 2 – The Benefits
From my earlier post on “Content has always been King”, I mentioned the growing trend of content marketing. It was a little brief, and I thought I could elaborate it further. In fact, I was planning to break the topic down into a few parts to make it easier for you to read (and for me to write).
You see, creating content has been around since 4,200 B.C., claimed Content Marketing Institute, which the first sign of custom publishing was found in cave paintings. Since then, it has taken endless form of disguises and aliases. So what is all the fuss about content marketing now?
History of digital media
In order to answer this, we need to look back in time to appreciate how challenging it was to create and distribute content. Not to mention that it takes a whole department of journalist, writers and editors to create content. They have to print a massive amount of copies, due to high overhead per print run, and distribute them across the country before it lands in the hands of a faithful reader.
I have noticed a recent trend in which bloggers starts to write about articles that content is king. I totally agree with this article, Content is King Rant!, that content has ALWAYS been King.
It’s not surprising for this to happen since, for the past 1 – 2 years, the trend that everyone talks about is Social Media. From the initial craze on how to gain likes on Facebook and followers on twitter to how to engage with fans and crisis management but it is coming a to stage where people starts to realise that it is still the content. Be it a self-generated content or sharing content produced by others, it is the content itself that runs any Facebook page or twitter account.
Not only does generating content allows you to run a successful social media campaign, it also enhances your search ranking. In my earlier post on Search Engine with Social Media, I mentioned that Google Search Ranking now pays more attention to your social media presence as well as your content quality.
Like I always advice my client, focus on creating quality content. Be it video, blog, photos or artwork, you will reap lots of benefits from it.