Carlton Hoyt says, “It’s time for us to develop content from a resource marketing paradigm. Providing something useful, as the dictionary defines resource, is core to fulfilling content marketingobjectives. We need to stop thinking about creating more stuff and start thinking about how to build things of utility that meaningfully help solve our audiences’ problems. Content vs. resource Content can be a resource and a resource can be content, so it’s important to distinguish how we can differentiate the two. In brief: Content generally provides information. Resources provide solutions... [...]

Sujan Patel says, “Most of us publish blog posts the same way. We spend tons of time writing posts and optimizing them for search and social media. We then hit publish. We’ll excitedly watch as we see a burst of new traffic to our site … then get disappointed as we see the post’s popularity peter off. It stinks, right? Luckily, there are some things you can do to extend the shelf life of our content. In this post, we’re going to look at 10 essential techniques for making your content thrive beyond the initial publish-date promotion. 10 Techniques for Keeping Your... [...]

Quinn Whissen says, “Let’s talk about guacamole. No, really. Let’s… The green, fresh delicious mush that we all crave — that dissolves in our mouth and is the perfect companion to the tortilla chip and a friend to the margarita. We all love it, and we can’t get enough of it. Now let’s talk about content marketing. Maybe not as delicious as our green, gooey favorite, but just as desirable. A crop of blog posts and thoughtful strategies can equal success for the most consistent of marketers. The phrase “content marketing” is the subject of much discussion in the digital realm... [...]

Baer says, “With Google+ Collections, you are now able to collect content into themes. While not exactly like Pinterest boards, they are probably the closest comparison we can make. Think of Collections as interactive magazines which not only feature content but also facilitate conversations with people passionate about a subject. It may be the biggest release on Google+ for the past two years or so. And for many, it is putting to rest that Google is sitting on its laurels when it comes to social. How to Make a Collection Either from a Profile or a Page (in the case of businesses),... [...]

John Hall says, “American Express’ OPEN Forum stands out as a content marketing success story. By enlisting professional writers and focusing on quality, the OPEN Forum team turned its platform into a widely read site that has become one of the best client sources for American Express. American Express followed the lead of traditional publishers – something all marketers could stand to learn. The best traditional publications are consumer-oriented, while brands often publish with a “me” mentality. When a business becomes so focused on sales numbers, it can quickly turn off audiences... [...]

David Moth says, “Content marketing is currently one of the most important trends in digital, and it’s one that presents a huge challenge for Western brands hoping to expand into the Asia-Pacific region. It’s tempting to view the region as one entity for marketing campaigns, but language and cultural barriers mean that really isn’t the case. To find out more about how to approach content marketing in APAC, I spoke to Julia Tan from Mynewsdesk in Singapore. For more on digital marketing in Asia-Pacific, you can also check out our other interviews in this series: How Jetstar moved to... [...]

Jay Acunzo says, “One of my favorite analogies I use to describe great content marketing involves the movie The Matrix. (Don’t worry, I mean the first one – not the so-so second or the can’t-believe-I-paid-for-this-crap third.) Throughout the film, Neo gets pushed and poked and prodded to do great things by Morpheus. At first, however, Neo can’t do much of anything. Although he tries his best, he just ends up looking confused, scared, and generally despondent … which, if we’re being honest with ourselves, is a pretty accurate description of many of us when faced with the breakneck... [...]

Carly Stec says, “Imagine that a couple of your friends convince you to give speed dating a try. “It’ll be fun,” they insist. The next thing you know, you’re sweating your way through a seemingly never-ending carousel of two-minute dates. And when the hour finally winds down, you find yourself left with two options — accept a dinner invitation from the person who wouldn’t let you get a word in edgewise or the person with whom you had a good back and forth. The answer seems obvious, right? Aware that the one-sided approach is less than desirable, why... [...]

Martin Beck says, “Based on HubSpot’s “State of Inbound 2014–2015” report, the companies with the highest ROI focus on blogging, organic search, and content amplification. As the need for these three revenue-generating tactics has grown, Google Trends shows interest in content marketing and native advertising mirrors the growth of interest in these areas. The lifeblood of the most talented content marketing agencies is the ability to create data-driven campaigns that naturally earn high-authority press. Now, these same high-authority publishers are beginning to offer their own content... [...]

Aaron Agius says, “We all know content marketing is today’s de facto digital promotional strategy, but do you know just how big it is? According to a 2012 study from AOL and Nielsen, 27 million pieces of content are shared every day, and this volume is only expected to continue growing as more brands recognize its value. However, while content is a very valuable component of any marketing campaign — online or otherwise — many brands have discovered that increasing quantity isn’t always an effective way to improve results. KISSmetrics, Skyword and other content marketing... [...]