Content Marketing

How to Keep up with the Ever-Evolving Marketing Persona

The key to reaching your target audience in marketing is understanding your customers. Getting to know them from the inside out is a crucial part of actually engaging them with your brand and your product. That’s where marketing personas come into play. The Psychology of Personas   Personas stem from the work of psychologist Carl Jung, who describes them as “the mask or façade presented to satisfy the demands of the situation or the environment and not representing the inner personality…

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Video content marketing tools and tips for small businesses

If you’re in the business of creating online content, you already know that video is one of the most powerful tools out there. Whether it’s on Facebook, YouTube, Instagram, Snapchat, Twitter, your own personal blog or some other platform, video is killing it in a big way. It’s not just that we love video content (we do), it’s that the biggest companies are behind the trend. Just this year Twitter launched video autoplay in newsfeeds, Facebook started offering paid video…

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The World According to Trump: What “The Donald” Can Teach Us About Content Marketing

It’s hard to use the Internet these days without coming across some kind of news about Donald Trump. Regardless of what his political critics might say, from a marketing perspective the man is absolutely fascinating. He’s a real estate developer, TV personality, entrepreneur and, currently, a leading presidential candidate. He has gigantic gold hotels, apartment buildings and casinos emblazoned with his name – he even has a menswear line and produces his own branded vodka? His TV show “The Apprentice,”…

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For SEOs, a Halloween Surprise: Google Plus Authorship Is UNDEAD again

In a surprising change in direction, Google’s Gary Illyes recommended that webmasters continue to include “authorship markup,” in their source code and not remove it as it may become useful again. Illyes, who works as a Webmaster Trends analyst, spoke to an audience today at the Search Marketing Expo in New York, didn’t give many further details, although many in the crowd of specialists were blown away. In August of 2014, Google had not only decommissioned authorship but had reportedly stopped processing the…

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How to Tell a Great Story by Exploiting your own Experience

About a month ago, when we were still trapped in the insufferable humid heat of summer in New York, one of my colleagues made a humorous comment that stuck: “I wonder just how many content marketing blog posts include the phrase “Writing is hard?”” Since then, I’ve privately vowed not to use that line again in my own work, save in the retelling of this brief moment. But yet, the message remains so firmly planted within the minds of writers…

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What’s a Chief Marketing Technologist and How do I Get to be One?

The traditional head of marketing has been facing a changing landscape over the past few years. The information age already put the role through a tailspin and now the era of ‘Big Data’ means that marketing specialists are expected to manage an influx of data and tech on a scale that they probably never saw coming. This data-driven marketing strategy is pretty much par for the course these days – so what does that mean for traditional marketers? CMO: Shrinking…

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1 Vital Editing Tip to Make You A Better Editor Instantly

“If it weren’t for editors, writers would never drink.” – George RR Martin One well-known fact about writing is that writers are not always great editors. In fact, writers are often very bad editors. They tend to be married to their work in a way that makes it easy for them to overlook flaws both tiny and monstrous. Having an editor, whether it’s a peer, colleague or hired help, is at the heart of a writer’s success, and anyone who…

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Bored by high tech? You’ll love the power of pen and paper

We’ve come a long way since the days of writing by candlelight with a quill pen and an inkwell. Writers today have a deluge of writing options at their fingertips, from basic notetaking apps to MS Word to brain-mapping programs like FreeMind or long form writerly gizmos like Scrivener. We can write on our laptops, desktops, smartphones, tablets – even on our watches! And being able to save our work into the cloud makes it super easy to access, write…

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How to Create Great Branded Content with your Integrity Intact

It might not seem like it, but “great branded content” is actually a pretty elegant and literary turn of phrase. It’s clear, economical, and easy to understand. It passes the Flesch-Kincaid readability test. Plus, it achieves a poetic goal of making the words mimic the subject. Think about it—the phrase is structured to do exactly what we content creators and marketers are trying to do, which is place a brand right in the center of great content. Little things like…

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5 Uncommon Ways to Use Twitter Lists for Effective Content Ideation

Staying on top of industry news and knowing what’s important to your customers is a crucial part of B2B marketing and the key to meaningful content production. If you’re like us, you probably find yourself drowning in a deluge of news bits, helpful tips, blog posts to keep up with and more. Twitter is an especially chaotic place to hang out – it’s supposed to help you parse through the shitstorm of content whirling around, but sometimes it seems like…

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