30 posts categorized "Content Marketing" Feed

January 9 Content Chat Recap: Making Your New Year's Content Resolutions Stick

Laura FB #ContentChat (1)

Making Your New Year's Content Resolutions Stick

We kicked off our 2017 #ContentChat schedule with Laura Petrolino, my Spin Sucks colleague, to talk about making our 2017 content marketing resolutions stick.

 

Before we jump into the Q&A, I wanted to share something that made me smile. Those of you who regularly attend #ContentChat are aware that I always have a fun getting-to-know-you question to start things off before the main topic questions kick in. This week, at our special guest's request, we asked attendees what their pirate name would be. This response won all the things thanks to its adorable and appropriate cat GIF use:

 Chat regulars know that an awesome cat GIF is the way to my heart. Thanks, Cassidy!

Q1: What are your New Year's #content resolutions?

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December 12 Content Chat Recapβ€”Decoding the Top Secret Communications Formula: Content + Conversation = Community

Ken Twitter #ContentChat
Decoding the Top Secret Communications Formula: Content + Conversation = Community

This week #ContentChat was joined by chat regular Ken Gorden (@quickmuse) who shared why content and conversation are the keys to building a vibrant onlineβ€”and offlineβ€”community. Not surprisingly, this chat featured a lot of conversation and resulted in a really longβ€”and meatyβ€”recap.

Q1: How do you define community?

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December 5 Content Chat Recap: 2017 Content Planning for Solopreneurs and SMBs

Berrak Twitter #ContentChat

2017 Content Planning for Solopreneurs and SMBs

This week, #ContentChat welcomed content marketing consultant Berrak Sarikaya sharing her tips for creating effective content plans for solopreneurs and owners of small and medium-size businesses (SMBs). 

Q1. Why do SMB owners and solopreneurs need a content plan? Doesn't it take more time than it's worth?

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November 28 Content Chat Recap: Taking a Data-driven Approach to Your Content Planning Process

Allen Twitter #ContentChat

Taking a Data-driven Approach to Your Content Planning Process

This week we were joined by Allen Gannett, CEO of TrackMaven, who shared his perspectives on how to use data insights in your content marketing planning process. 

Q1: Why is it important to take a data-driven approach to your content planning?

 

 

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November 21 Content Chat Recap: Getting Started with Intelligent Content

Carrie Hane #ContentChat twitter

Getting Started with Intelligent Content

This week #ContentChat was joined by Carrie Hane (@carriehd) for a conversation around getting started with intelligent content.

Q1: What is intelligent content? 

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November 14 Content Chat Recap: How to Build Measurement Into Your Content Planning Process

Shonali Twitter #ContentChat
How to Build Measurement Into Your Content Planning Process

This week #ContentChat was joined by Shonali Burke (@shonali), who shared her tips for building measurement into your content planning process. We kicked the chat off with a quick poll to see how many of our participants had started on their 2017 content planning:

Q1: Why should we be thinking about measurement when planning our content?

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October 31 Content Chat Recap: Removing the Fear From Community-Crowdsourced Content

Brandie #ContentChat twitter

Removing the Fear From Community Crowdsourced Content

ContentChat celebrated Halloween this year by helping our community face on of its biggest fears: user-generated content. We were joined by experienced community manager Brandie McCallum (@lttlewys) for a lively discussion on removing the fear from community-crowdsourced content.

Q1: Why are so many brands afraid to solicit community-created content?

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How to Create a Content Distribution Process to Improve Your Content Marketing Results

How to Create a Content Distribution Process to Improve Your Content Marketing Results

One of the great things about using an editorial management platform like Kapost to manage your editorial process is it makes it easy to create and execute against a consistent, comprehensive content development and distribution process. 

I know that I've already given some of you hives by sharing my excitement over the ability to easily create and manage a process. But it's not a process for process' sake! I promise. 

A solid content distribution plan can be the difference between content that finds its ideal audience and delivers on its intended business results and content that gathers cobwebs on the darkest corner of your website's resource center.

Identify Your Distribution Channels

2017 B2B Research Slide 31

There are a number of possible places to use in your distribution efforts. While email and specific social media channels dominated the list of distribution channels cited in the recent 2017 CMI/MarketingProfs B2B content marketing research (see chart above), there are other content distribution methods, such as content syndication services, that may also be a fit depending upon the type of content and your budget.

In my distribution checklists, in addition to including applicable social media channels, I also break down the email distribution options available, including customer email newsletters, email drip campaigns, an email to the board distribution list, and internal employee newsletters. If your sales team is using content in their sales process (and they should be), notifying sales of your new content and putting it into your sales content repository is a vital distribution step. Finally, don't forget about paid advertising to support your content.

Document Differing Distribution Flows by Content Type 

Not all pieces of content merit the same distribution plan! For instance, that new analyst paper that cost $20,000 to produce is probably going to get a lot more distribution support and budget than a run-of-the-mill blog post.

I typically define separate content distribution workflows for:

  • Blog posts
  • e-books / white papers / analyst reports
  • Infographics
  • Media mentions
  • SlideShares
  • Videos

Define Your Workflow

If you are using a project management tool or a content marketing platform to manage your content creation and distribution, you can add in the applicable distribution channels as post-publication tasks. If you're not working with any of those technology tools you can create simple workflow documentation and train your team on its use.

Here's what a simple blog post distribution workflow might look like: 

  • Share on twitter
    • Schedule tweets promoting the post twice on the day post goes live (use different copy for each tweet).
    • Post the best-performing tweet once 3 days later, and once 1 month later.
    • Add into evergreen social content archive for ongoing promotion if it exceeds average tweet performance.
  • Share to internal team
    • Include in weekly internal email newsletter.
    • If there is a big internal push on the topic, send a standalone email asking team to share.
    • Provide example social copy and click-to-share links.
  • Share on Facebook
    • Share the post on the corporate Facebook page the day of publication.
  • Share on LinkedIn
    • Share the post as a LinkedIn status on the day of publication.
  • Share on G+
    • Share the post on the corporate google plus page on the day of publication.
  • Syndicate Content
    • If content warrants a paid push, syndicate via Outbrain.
  • Add to Sales Library
    • Add a link to the content to the internal sales library.
    • Notify the sales team.
  • Add to consideration pool for appropriate email drip campaign

Taking the time to document your standard content distribution workflows may feel like time you can't afford to spend if you're n the middle of yet another busy week of content production. But when you are able to immediately and confidently answer your CEO's email asking if the latest media mention has been shared with the board with a "yes", that time you've spent is absolutely priceless.


October 24 Content Chat Recap: "I'm a marketer, not a lawyer!" Avoiding common content pitfalls

  Kerry O'Shea Gorgone Twitter #ContentChat

"I'm a marketer, not a lawyer!" Avoiding common content pitfalls

Many content marketers are struggling with creating content that involves the inclusion of community members and influencers, without getting them into legal hot water. This week #ContentChat was joined by Kerry O'Shea Gorgone (@kerrygorgone) to discuss how to avoid common legal and ethical content missteps. 

Q1: How can I make sure my brand is ethically creating and curating content?

 

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October 3 Content Chat Recap: Slow Marketing: How to Deliver Faster Results by Slowing Down

Ann1

 Slow Marketing: How to Deliver Faster Results by Slowing Down

After hearing Ann Handley introduce the idea of slow marketing at Content Marketing World in September, I asked her to stop by #ContentChat and share the idea with our community. If you're intrigued by what you see here, Ann's shared more on the topic in posts for MarketingProfs and IBM. I'm expecting we'll hear even more about it at the MarketingProfs B2B Forum conference in a few weeks. If you're going to be there, drop me a line so we can meet up!

Q1: Is quality over quantity something you strive for when it comes to content?

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