A few months ago, the Webbiquity blog celebrated content marketing week—six posts in eight days showcasing the best content marketing insights and guides from the year, starting with 30 Remarkable Content Marketing Facts and Statistics and culminating with 14 Best Content Marketing Tips, Tactics and Techniques.
The burst of content marketing content (pardon the repetition) produced some interesting results in terms of traffic. Compared to a normal Tuesday-to-Tuesday period on the blog, Content Marketing Week had:
- Twice the normal number of total visits;
- Five times the normal referral traffic from LinkedIn;
- Four times the typical number of visits driven by Twitter;
- Two times the average weekly visits from Facebook; and
- About the same number of Google search visits as a typical week (not surprising; one wouldn’t expect a short-term burst of traffic to have a significant immediate impact on search visits).
Content marketing remains a hot topic, as practitioners continue to ask questions, like: what are the hottest trends in content marketing for 2014? What impact are blogs having on corporate website traffic in search? Which content formats are most (and least) effective? How can marketers do better at creating “content with purpose”?
Find those answers and many more here in almost a dozen helpful content marketing guides.
Pam Dyer showcases a noteworthy infographic which illustrates seven steps for content marketing success, starting with defining your business goals (“There is a sense of urgency about content marketing, which is leading many brands to jump in without setting clear-cut goals — a recipe for failure”) and progressing through publishing, promotion, and analysis (“a key part of figuring out how to resonate with your audience”).
Leading Experts Predict The Content Marketing Trends for 2014 by Search Engine Journal
According to Murray Newlands, “As we look towards 2014, it’s obvious that content marketing has already become the hottest trend in the industry—the go-to strategy for most, if not all, Internet marketers.” He shares predictions from three experts, with ideas from the increased importance of strategy and “performance marketing” to moving “away from the cheap, clickbait content that inflates ‘vanity metrics,’ and move more towards creating niche-specific, high quality content that provides values to their followers.”
Well, no, corporate websites aren’t really dead of course (though the headline does grab attention), and this post deserves a more detailed response (forthcoming), but for the moment—Michael Brenner does provide some arresting statistics (e.g., “nearly 70% of Fortune 100 corporate websites experienced declines in traffic [in 2013], with an average drop of 23%!”) and worthy suggestions on how to replace the typical “online brochure” type website with something far more engaging and interactive.
Infographics Accelerating Online Marketing Efforts by iMedia Connection
Neal Leavitt notes that while infographics are hardly new, they do remain compelling and valuable for both social sharing and SEO, though going forward “With thousands of infographics going online every day, it’s essential that brands release infographics with high quality design and research to see any success – and to get this kind of quality, brands have to pay for experts.”
Better Content Marketing: Content with purpose by Sark eMedia
Sarah Arrow writes that too many business blogs contain helpful content, but lack purpose: “what’s the thing you would like the reader to do after reading your post?” She lists several potential purpose options (to drive traffic to a web page, improve SEO, boost credibility, build an opt-in list, etc.) then offers tips on how to create “purpose-filled content.”
The changing state of content marketing by iag.me
Ian Anderson Gray shares an infographic depicting the (potential) future of content marketing, full of facts and statistics such as that industry news and blogs are the second most-effective content types for social sharing (with visuals—such as photos, videos and infographics—being the most effective); three-fourths of marketers plan to spend more on content marketing in 2014; and emphasis on quality and originality in content creation will increase.
8 Steps To Become A Brand Publisher by B2B Marketing Insider
Michael Brenner (again) shares a presentation detailing the steps to becoming a “brand publisher” (replete with a lot of amusing photos), among them: creating an effective content strategy (e.g., “delivering the content your audience needs, in all the places they go”); building a content (creation) team; and answering customer questions.
This presentation from CMI steps through best practices for marketing with a wide variety of content types, from blogs (used by 76% of North American B2B vendors and viewed as “effective” by 62%), eNewsletters and case studies to mobile apps, print magazines and annual reports.
Six B2B tech video “worst practices” (including some of mine) by 2-Minute Explainer Blog
Bruce McKenzie helpfully details half a dozen “worst practices” in video to avoid, such as offering “wishy-washy calls to action,” using buttons that “don’t shout ‘video,’” and relying too much on the audio portion of the output (” Rule of thumb: if it would work as a podcast, you’re not getting your money’s worth in video”).
What Content Marketing Needs to Rule in the Post-Advertising Age by Content Marketing Institute
Staking out the position that “To wrest advertising from the cold, dead hands of the traditional agencies, the content industry is going to have to master and improve some basic brand management skills, including branding, strategic planning, media planning, and measurement,” Kirk Cheyfitz proposes a new entity which he refers to as the “content advertising agency” and identifies five critical elements and functions of such an organization.
Content Is The Top Priority For The Social Business by B2B Marketing Insider
Michael Brenner (yet again) reports on a study from Altimeter which revealed, among other findings, that “content marketing was listed as the top priority for social media activities” (though it didn’t even make the list of top priorities as recently as 2010); “only 17% of marketers are truly strategic in their social strategies across the enterprise;” and many organizations suffer from “‘social anarchy’ or uncoordinated social activity happening across organizations because of silos, a lack of leadership, and a clear social vision” (which demonstrates the importance of incorporating a web presence optimization framework into digital marketing strategy).
11 Thought-Provoking Guides to Content Marketing for 2014