Archive for Content marketing

Does Content Marketing Get Results for B2B Companies?

content management

How novel: an in-person meeting

Content marketing is still a hot topic this year as more marketers step up their content marketing campaigns as opposed to paid advertising. According to the the Content Marketing Institute (CMI), “Content Marketing is owning, as opposed to renting media.

“It’s a marketing process to attract and retain customers by consistently creating and curating content in order to change or enhance a consumer behavior.”

Earned media is the results you get from press coverage and social media mentions. The CMI/Marketing Profs B2B Marketing 2014 Benchmarks, Budgets, and Trends-North America  found that 93% of B2B companies are using content marketing tactics, up from 91% last year.

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The Morphing of Journalism and PR Professionals into Content Marketers

The term “content marketing” wasn’t the buzzword that is now when I wrote a post four years ago about the convergence of the roles of communications professionals.

I wrote then, “Maybe the terms advertising, public relations, publicity, promotion and direct response should be consigned to the compactor. Those words just don’t seem to work in the new online communities that are forming like runaway amoebas. How about new terms like collaborators, community builders, prophets, enablers? Or maybe one word that summarizes everything we are: communicators.

I still believe that except now instead of being called communicators, we are being reinvented as content marketers.

The Rise of PR

A thought-provoking post from Software Advice in The B2B Marketing Mentor makes a solid case for the blurring of roles between journalists and PR professionals. The reality is that very definition of these jobs is changing. While the role of traditional journalist is shrinking, PR jobs are increasing as shown in this graph. The role of content marketing is increasing faster than either journalism or PR. Read More→

Content Management is Just More Jargon

Content management content marketingHave you noticed? The terms “content management” and “content marketing” are all the rage this year.

The Content Management Institute shoots me an email everyday with different posts on the topic, some of which I find quite interesting, and it also offers free seminars on the topic.

What’s the Big Deal?

Copyblogger, considered one of the pre-eminent social media sites on the planet, sells Scribe, a content marketing software program that enables “smarter content creation.” Read More→

7 Content Marketing Habits to Kick In 2013

Content marketing habits to kick in 2013

Emma J. Fox

A majority of marketers are adopting content marketing strategies, but not all of them are doing it right. Content marketing is creating and distributing valuable content to engage your target audiences. It isn’t advertising.

According to research released by Marketing Profs and Content Marketing Institute, 91% and 86% marketers use the strategy for B2C and B2B respectively.

Content marketing isn’t just about posting a few blogs to your site once in a while. It involves strategizing and planning for SEO, engaging your audience and trusting that they will share your content to drive traffic to your sales funnel.

Before you start writing decide how the content will be created and distributed. Here is a suggested checklist: Read More→