Michele Linn says, “If there is one thing on my mind this year, it’s how we, as marketers, are getting our work done. Not to mince words, but how we work seems broken. I see the issues with the way I work. All. The. Time. I want dedicated time in my schedule to create, but I get interrupted or – when I do have time – I can’t seem to focus. Here are just a few common scenarios.  I have an organized list of blog post ideas – and many half-finished articles – but I still scramble to meet deadlines. My days are filled with scheduled and unplanned phone conversations that result... [...]

Scott Severson says, “The sales pitch for investing in marketing-automation software is hard to resist. It goes something like this: “Our software will help you generate leads and then automatically nurture them along their journeys until they become your customers.” It sounds wonderful – a happy prospect skipping along a path paved by magical software. Every business is looking for more effective ways to acquire new customers, and the promise of marketing automation presents a compelling solution. As a result, marketing automation is exploding as the tool of choice for marketers. As... [...]

Sujan Patel says, “You might find it hard to believe, but content doesn’t have to be game-changing to perform well and achieve its objectives. In my experience, a lot of marketers are fixated on creating that “perfect” piece of content. They tell themselves they won’t settle for anything less, but the reality is that what they wind up creating is rarely as revolutionary as they hoped it would be. There are a few reasons why. Perfectionism isn’t healthy It causes stress, which in turn can cause high blood pressure, cardiovascular problems, and increased susceptibility to infection,... [...]

Mike Murray says, “SEO image optimization should be second nature for content marketers, but it’s easily overlooked. Search traffic loses when haste wins. Before I get into all of the nuances and tips, I want to be clear. Google still highlights some poorly optimized images on the primary and image search results. Why? Google is all about presenting the right information when it can. If the content is relevant to a search phrase, the image could appear high even if it misses the mark in terms of best practices. For example, I searched for “excavators” on Google and John Deere did well... [...]

Mike Murray says, “SEO image optimization should be second nature for content marketers, but it’s easily overlooked. Search traffic loses when haste wins. Before I get into all of the nuances and tips, I want to be clear. Google still highlights some poorly optimized images on the primary and image search results. Why? Google is all about presenting the right information when it can. If the content is relevant to a search phrase, the image could appear high even if it misses the mark in terms of best practices. For example, I searched for “excavators” on Google and John Deere did well... [...]

Clare McDermott says, “No longer the domains of ultra-early adopters and video gamers, virtual reality and augmented reality are poised to take off in the coming 24 months. “We see qualities in VR/AR technology that can take this from niche-use case to a device as ubiquitous as the smartphone,” Goldman Sachs Research wrote in its Virtual and Augmented Reality report. More consumers are expecting to see the power of virtual reality too. According to Greenlight Insights 62% of consumers say they would feel more engaged with a brand that sponsors a VR experience and 71% of consumers think... [...]

Mike Murray says, “It makes sense at times to produce content without worrying too much about the SEO aspects. (Please know it isn’t easy for me, an SEO professional, to write that.) Some SEO purists suggest that website content be optimized at all times. It’s inevitable that someone – or a team – will follow an internal process and think about the content with an everything-SEO mentality. But there are situations when you don’t need to sweat SEO – or can at least scale back the effort. Here are five occasions to consider. 1. You’re writing about a new trend B2B and B2C brands... [...]

Sujan Patel says, “I don’t keep a running score, but between posts for my personal and company site plus my columns on business media sites like Inc., Entrepreneur, and Forbes, I create around 300 articles a year. Managing this effectively isn’t easy. If I simply wrote what I wanted, when I wanted, I’m pretty certain I wouldn’t be in the position I’m in right now. Strategy plays a huge part in what I do. And research shows it’s the same for enterprises – if you don’t have a strategy, your content marketing efforts won’t be as effective as they could be. With my strategy,... [...]

Gini Dietrich says, “If you haven’t been responsible for media relations, earned media may seem most scary or out of reach, but it really isn’t. Earned media is one of the most cost-effective ways to raise brand awareness and — if it’s done well — increase sales. Today, though, given that word of mouth is more effective than paid media, earned media is even more crucial to gaining authority for your content efforts and improving your SEO. Of course, this can’t be done overnight. A strategic earned media program requires consistent efforts to build awareness and relationships with... [...]

Joe Pulizzi says, “One of the most influential authors of my personal and career journey is Napoleon Hill. Napoleon Hill’s classic Think and Grow Rich was first published in 1937. Now, in its 80th anniversary year, Mr. Hill’s lessons are still extremely relevant and valuable. I had the opportunity to dust off my copy of Think and Grow Rich (from 1960, with dog-eared and coffee-stained pages) a few weeks back during the holiday break. In its relation to content marketing, I noticed some clear takeaways that most corporate marketers simply do not embrace. In the book, 15 powerful chapters... [...]