Demian Farnworth says, “One of the first steps to creating adaptive content is becoming aware of the content you already have. This is why we encourage you to audit your site. But before you dive into a full-blown comprehensive content audit, it might be possible to make your job a little easier by first dealing with all of the expired content. What exactly is expired content? It’s those old sales pages, obsolete product pages, and other outdated content. The pages you’ve forgotten about in your archives that desperately need some attention”. A Brief Guide to Fixing Your Old, Neglected,... [...]

Kevin Lee says, “There is a shift happening away from long-form blog articles in favor of social media postings. But is this really the best strategy? This past week, the Content Marketing Institute released a new study on how B2B marketers are using content marketing. Among the study’s interesting findings is a small but measurable tactical shift away from long-form blog articles in favor of social media postings. According to the report, 93 percent of B2B marketers use social media in content marketing (up from 87 percent in 2013), whereas the use of blog/website-based articles has declined... [...]

Ted Wright says, “In today’s digitally saturated world, it has become nearly impossible for consumers to escape the constant chorus of brands vying for attention and “engagement,” so many people are tuning out.  According to Nielsen, 92 percent of Americans trust recommendations from family and friends (i.e. word of mouth) more than any other form of marketing. While word-of-mouth marketing can be a complex undertaking, there are three key elements that form the foundation of any successful word-of-mouth campaign: understanding influencers, finding the right ones and then giving... [...]

Greg Shuey says, “Over the past 5 years, the average sales cycle has increased by 22%.  Well-informed buyers in the decision making process, coupled with slow economic growth, creates for the perfect storm for lengthy B2B and B2C sales cycles. Furthermore, survey data from Crain’s BtoB Magazine reported that 43% of respondents saw an overall slowing of the sales cycle over the past three years. The problem isn’t new, nor is it getting any better. The longer it takes to move a consumer from prospect to purchaser, the more tangible and intangible resources are drained from your firm.... [...]

Ohad Rozen says, “A basic testament to any human existence are the five senses: sight, hear, touch, taste and smell. Besides the fact that science continues to prove that there are more than five, for budding business owners and marketers alike, such senses are ideal to appeal to when selling products online. Such tactics are coined,”experiential marketing,” as they stimulate our senses to create a connection between the consumer and the brand. Appealing to all the human senses helps to engage emotions and, ultimately, influence a purchasing behavior. Kissmetrics, for example,... [...]

Mark Walker says, “In the latest Content Marketing Institute research, there was a clear conclusion: Those who document their strategy are more successful in the long run. However, only 21% said they were able to effectively track ROI (rising to 35% for those who had a documented strategy). A huge number of marketers still guess about their success. Yet more and more content marketing activity is taking place, budgets are rising, and the world only gets more complex. With an average of 13 content marketing initiatives being used by each marketer across a dizzying array of channels – both... [...]

Demian Farnworth says, “Welcome to the year of adaptive content. The choose-your-own-adventure era of content marketing. The age of the customized customer experience. We’ve already tipped our hand by publishing two podcasts on the topic: Adaptive Content: A Trend to Pay Attention to in 2015 and Behind the Scenes: 2014 in Review and the Road Ahead. And 16 Stats That Explain Why Adaptive Content Matters Right Now is a foundational blog post that briefs you on the subject. At this point, it’s only natural that we jump right in to the heart of adaptive content”. 13 Simple Questions... [...]

Ryan Skinner says, “Last year we announced in our report about tools and technology for content marketing that: Marketers must mix service providers and software solutions to serve their needs . . . vendors bifurcate into service partners and software solutions. Increasingly, we’re seeing those two camps – the service providers, usually agencies, and software tools – merge in the market. Last year, WPP took a small, strategic stake in Percolate to “strengthen its capabilities in fast-growing sectors.” Then, yesterday, Havas Media announced a strategic partnershipwith Newscred thus: NewsCred’s... [...]

Siobhán McGinty says, “In June of last year, Facebook announced a new ad format called “multi-product ads” that caught the attention of many Facebook advertisers. This new format was designed to do three things: generate more website visitors, drive better conversion rates, and improve remarketing results. Quick movers were able to make the most of the new ad format using the Facebook Ads API, but others had to wait for Facebook to fully incorporate the format into its advertising product.Last week, Facebook started to do just that, making multi-product ads easily available... [...]

Jessica  Plunkett says, “You’ve heard the expression “don’t reinvent the wheel.” The same is true for content – don’t reinvent it, repurpose it. Start with a white paper, guide or ebook that you’ve written to support a product or service that you sell. With this one piece of content, you can easily repurpose content five times through different channels. Here’s how! 1) Break it out Into Multiple Blog Posts Take sections of content from the white paper and set them up as individual blog posts. You’ll build a library of valuable content assets and work toward SEO ranking... [...]