Content Marketing Blogs

The Key to Finding Your Brand’s Pitch Perfect Tone | Blog

The Key to Finding Your Brand’s Pitch Perfect Tone | Blog As establishing the right expression for your brand takes on new meaning in the era of voice technology, Lucy Coles reveals the secrets to creating and maintaining a tone of voice. There is really only one secret to achieving the perfect tone of voice for your brand – either for the written or the spoken word. You must think in terms of character. Novelists understand the power of character:…

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How to Get More Online Reviews for Your Business

How to Get More Online Reviews for Your Business Online reviews, when done well, create new customers. Done poorly, they repel potential customers. How important are online reviews? More than 80% of Americans trust them, according to BrightLocal research. A new study I just finished yesterday for my upcoming book with Daniel Lemin found that online reviews rank second—behind only friend and family recommendations—among the critical sources of information driving a consumer’s potential purchase. And among millennials?…

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How to newsjack popular trends like the World Cup for your brand

How to newsjack popular trends like the World Cup for your brand By Mars Dorian, {grow} Contributing Columnist What’s going on here? I recently went to my favorite local Indian restaurant. Same juicy curry, same yoghurt drink, but something had changed since the last time. A collection of colorful, international flags hung from the ceiling. A few days ago, I bought a popular brand of hazelnut nougat creme. The jar’s label showcased “The Miracle of Bern” in BOLD letters. Back…

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Charmin Community Manager Beth Harker

Charmin Community Manager Beth Harker The Social Club is Contently’s new Q&A series with the people behind the most creative, notable, and successful social media accounts. If you missed last month’s interview with Merriam-Webster, check it out here.  Toilet paper gets a bad rap. It’s the least fun of the toiletries—certainly not as exciting as scented hair care or as refreshing as face wash and toothpaste. People don’t talk about their favorite brand of toilet paper because, well, we all…

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A Dead Simple Way to Improve Your Search Rankings with Google Search Console

A Dead Simple Way to Improve Your Search Rankings with Google Search Console You want to constantly improve your search rankings for all of your content, right? The higher your content ranks, the more traffic you get. The more traffic you get, the more revenue you (hopefully) generate for your organization. The more revenue you generate, the more parades your organization will throw in your honor. (Okay, so maybe parades are a stretch.) Many content marketers feel that…

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Don’t blame the influencers for corrupt influence marketing efforts

Don’t blame the influencers for corrupt influence marketing efforts By Mark Schaefer I admire Unilever CMO Keith Weed. He has done an admirable job over the past few years calling BS on fluffy marketing practices, holding agencies accountable, and calling out the crisis in executive marketing education. He also has magnificent hair. But I digress. However, I believe his latest shot across the bow has gone astray, a criticism of corrupt practices in influencer marketing. Keith Weed In an article…

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Poliakov’s Pyramid of Engagement Will Make Your Content Strategy Better

Poliakov’s Pyramid of Engagement Will Make Your Content Strategy Better After an intense stretch of marketing conferences this past spring, I felt like I’d been submitted to the Ludovico Technique from A Clockwork Orange. Except instead of being forced to watch violent films, I had to watch endless slides that smashed multiple charts and diagrams together into monstrous balls of gratuitous complexity. Ever since, I’ve developed an intense love for simple charts that demonstrate an important point. My new favorite…

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If you’re not the alpha dog, SEO may be holding you back

If you’re not the alpha dog, SEO may be holding you back By Mark Schaefer I was helping out a friend by reviewing his blog. His goal was to build search traffic for his small marketing agency and, on the surface, everything seemed to be in order: His content was interesting and relevant, offering tips and how-to posts that might address customer questions The writing was very strong. The copy was somewhat impersonal, but well-written. He published consistently, averaging two…

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Young Money: How Luxury Brands are Reaching Millennials | Blog

Young Money: How Luxury Brands are Reaching Millennials | Blog As one of the largest generations in history grows into their prime spending years, old luxury brands need to learn new tricks. Chinese rapper Kris Wu is having a moment. The 20-something recently became the first Chinese-born artist to sign a deal with Universal records (whose roster includes Kanye and Lady Gaga) and he’s already worked with major American hip-hop artists Travis Scott and Pharrell. He’s also a brand ambassador…

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Case study: Winning the #WorldCup with Epic Content

Case study: Winning the #WorldCup with Epic Content By Mark Schaefer For the last few years I’ve been using a favorite case study in my university marketing classes. It’s an inspiring story about how Nike used content in a very effective way to create massive buzz during the World Cup event. Fabio Tambosi In a wonderful stroke of luck, I got to meet the man behind this world-class marketing campaign, Fabio Tambosi. And in an even bigger stroke of luck,…

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How to Create Content Your Audience Actually Cares About

How to Create Content Your Audience Actually Cares About Whenever I’m sitting on content marketing panels—usually perched on a tall stool, terrified that I’ll get too excited and fall—I almost always get the same question: What’s the biggest content strategy mistake brands make? While there are so, so, so many answers to this question, the top choice is pretty obvious. Most brands get in trouble by focusing too much on what they want to say, and not enough on what…

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4 Social Media Misconceptions Hurting Your Company

4 Social Media Misconceptions Hurting Your Company Raise your hand if you’ve ever deleted a selfie or a tweet because it didn’t receive enough likes. Hey, there’s no shame in it—cultivating an engaging persona takes practice. Even the savviest social users make common mistakes when managing a brand account. Plenty of brand accounts gain attention for their sass and engaging content, but the number of likes and retweets you get may not be a perfect representation of your true social…

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6 Facebook Advertising Mistakes Every Marketer Makes

6 Facebook Advertising Mistakes Every Marketer Makes Facebook ads can take up a significant amount of a marketing budget. That might be okay if you’re getting good results, but too many marketers advertise on Facebook without methodical approaches. They then find themselves experiencing the same Facebook-related pitfalls. 1. Overlooking Video as a Marketing Method Research from BuzzSumo indicates a decline in engagement with many types of posts. Facebook reports that up to 15,000 pieces of content could…

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The Hidden Reason Your Marketing Team (And Business) is Stuck

The Hidden Reason Your Marketing Team (And Business) is Stuck By Brooke B. Sellas, {grow} Contributing Columnist It’s inevitable … your marketing team will get stuck. But what if you don’t even realize you’re stuck? What if you’re trucking along thinking all is status quo and it isn’t? Here’s hoping your processes are checked for iterations often. Or that someone on your marketing team slaps you with reality. Lucky for me, this happened just last week. Status Quo Is A…

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How to Talk to Freelancers About Marketing ROI

How to Talk to Freelancers About Marketing ROI Explaining the particulars of your business to someone who doesn’t work there is tricky. But it’s a necessary step if you want to develop effective content. However, marketers don’t always take this step when working with freelancers. Maybe they don’t want to reveal proprietary data or think goals should stay private. Maybe they aren’t sure how to define their return on investment. Or perhaps, most likely, there are so many other things…

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Where Your Brand Is Going Wrong with Paid Social

Where Your Brand Is Going Wrong with Paid Social Like paid search before it, paid social has become a hotspot of competition within the digital marketing world. More and more, people are looking to it to diversify their ad spending. It’s an arena rich with opportunity, but also with plenty of room for error. We all know that the only constant with social platforms is change; you simply cannot build your brand effectively via paid social advertising…

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