Company News

What Content Really Engages? The Inside Scoop From 30 Marketers

Don’t worry, this isn’t yet another post attempting to define content engagement from a qualitative or a quantitative perspective. This article captures what engagement looks like from the audience’s perspective. We asked the experts speaking at Content Marketing World to share what content prompts them to engage with or trust a brand. What #content prompts […]

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A Crash Course in ABM-Powered Content Marketing

Company News / Good To SEO

Account-based marketing is one of the hottest topics at enterprise organizations these days. And for good reason, as it represents a strategic, efficient way to engage your highest value prospects. For content marketers, it can be hard to understand how your content strategies and tactical processes fit in an ABM approach. In their presentation at

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Want to Create Better Content? Coach A Kids’ Team

Company News / Good To SEO

Remember last fall? When you volunteered to coach a soccer team next season? It would be a hoot, you told the club president. A great way to get outside and spend time with the kids. Sign me up. Sure, it’ll be a little crazy, you said. But you’re a content marketer. Crazy is your business.

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So Your Content Failed. Now What?

Company News / Good To SEO

Content duds. Everybody’s got ’em. In between those pieces that clearly hit the mark, you’ve published (more than) a few that didn’t. What are you to do with those? There’s plenty of advice on how to make pretty good content better or reuse your best stuff. Last month, I wrote about how to reuse, republish,

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How to Make the Content Marketing Case With ROI

Company News / Good To SEO

Editor’s note: Given the continued importance of ROI in content marketing, we bring back this post with a few updates on the subject. Questions about content marketing ROI are probably the ones I hear most from marketers who are struggling to build the business case and demonstrate content marketing results. We know our customers are

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7 Tools to Optimize Your Old Content for New Conversions

Company News / Good To SEO

Is getting clicks your ultimate marketing goal? Of course not, you want your site users to perform an action instead of just landing and moving on. When it comes to informational content marketing, converting readers is not that easy. Site visitors came for answers, found them, and don’t have a point to stick around any

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Burger King Teaches You How to Do Cause Marketing Wrong

Company News / Good To SEO

We are in the era of the “silence, brand” meme. And rightfully so. This shoddy-looking, brand-mocking meme gained traction as more brands launched cause marketing campaigns on social media around topics they’ve never spoken on. People are seeing this less-than-authentic content as a stunt to pander to the masses and make more money. People on

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How to Run a Strategy-Focused Content Workshop

Company News / Good To SEO

Content is the life force of marketing today. Every business is an information business first; its product comes second. In this age, content is what enables marketers to build, connect, and interact with customers at every touchpoint in the buyer’s journey. Newsletters, events, and courses are all great sources that content strategists, marketers, and consultants

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Pick Better Metrics for Demand and Lead Gen

Company News / Good To SEO

Setting goals is the first step in establishing a valuable content marketing strategy, but how do you know when those goals have been achieved? It’s impossible to know how close – or far – you are if you don’t know how to measure the journey. Developing an understanding of your key metrics is critical to

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