Despite the rumors of email’s demise, a good mailing list is still one of your most powerful assets and it is especially important for those practicing content marketing. According to the Harvard Business Review email is not dead, it’s just evolving.
Today I thought I would talk a little about one of the most integral components of a content marketing strategy that is the least understood: audience segmentation. A lot of folks out there just assume that developing a content marketing strategy is all about developing a buyer persona and a really good story. Sure those are essential to a great strategy, but they’re virtually useless unless you develop a good audience segmentation. They’re useless unless you develop a framework to get that story to your persona at the right place and and time.
Digital Storytelling is now a marketing buzzword, which means that many marketers throw the word around without even fully understanding what it means. Type in the words “storytelling” and “marketing” and Google returns 21 million results. But right now you could type almost any word into search and hit some marketing website that talks about how so-and-so blogger or SVP or Brand Engineer is the primary “storyteller” of company X. Or better yet, some influencer who prides him or herself on their storytelling.
Content marketing covers a lot of ground—everything online is technically content. When you add the "marketing" aspect, most people feel like they should be holding on to their wallet a little tighter. Yet so much content now serves a dual purpose, not only to inform, but also to incentivize buying. Smart marketers over the last two decades figured out that great content actually sells and the content marketing discipline was born. But as well all know, marketing and advertising aren’t well-regarded by the public—according to Gallup poll data, the American public trusts marketing less than it does pharmaceuticals. And they trust them even less now that they know most of the content they come into contact with online has been created with an ulterior motive. Is it any wonder that the majority of the public now greets content with a skeptical eye?
How important is SEO? We often think about SEO in positive terms. Obviously, phenomenal SEO can increase your site’s traffic dramatically over a period of time. But after the release of Google’s Panda, Penguin and Hummingbird updates, it’s also way past time to start thinking about how important SEO is in negative terms. SEO is so important that mistakes—doing it wrong—can literally cost you an 80% drop in web traffic.
This is a post designed to help keep you mentally stimulated during the summer. In the marketing world, the months between June and August are often referred to as the “Summer Slump.” Sales are down. Web traffic is down. Engagement is down. Everything is down because, let’s face it–we’re all out. Yup, hopefully we’re all out on a vacation–snorkeling in the pacific islands or climbing up to Machu Picchu, or just snoozing in our beds because, hey, it’s summer and we’re off so we can just . . . lay there and do absolutely nothing. Zzzzzz. J But even if you’re climbing, you still have to have some down time, so the question really is: what’s the best way to use that time?
Nas is a legendary rapper who has taken on some interesting marketing perspectives in the past, and his recent collaboration with the new Ghostbusters movie may actually be his most provocative. Or maybe not! Why wouldn't a rapper love a good ghost story as a kid? As Nas said himself in an interview with Vibe about the partnership, "What kid doesn't get inspired or intrigued by ghost stories?"
If you’re a content marketer these days you might be in a panic. Why? You’re getting better and better at producing content and you’re producing more of it–except for one small issue: engagement on your content is going down. What??? This is not what the inbound marketing experts promised you. You were told that if you regularly produced high-quality content that provided value to your audience they would come and they would share and everything would be awesome. You might be feeling a bit of buyer’s remorse in terms of this whole content marketing thing and wondering if you’ve been the victim of some large scale scam–almost as if the content marketing experts (we know who they are!) have done a little bait and switch on you.
Who needs influencers? If you want to tell your audience something important, you'll just tell them directly, right? There's a problem with that approach, however–actually, there's a little over 300 problems. That's how many digital paid ads that a given individual is exposed to, on average, each day, according to industry expert David Raab. But your ads are different, your message is more important, and surely your prospects will treat it differently. That may even be true–but there's a very large, nigh-impenetrable roadblock in your way: what marketers frequently refer to as "banner blindness” or “content fatigue.” Influencer Marketing can help.