Marketers often wear multiple hats, but their role as SEO specialist is becoming more prominent. Considering that 93 percent of online experiences begin with a search engine, it’s a marketer’s job to make sure his or her brand is as visible as possible on search engines. True SEO involves manipulating parts of a website that …
First we’re going to talk about your marketing team. To be strong in our team function, we need two things: We need the right people in the right roles And two, we need all core accountabilities covered The people on your team, the people actually creating and executing your message are just as important as …
Content Marketing Operating System Part 1: Team Structure Read More »
Any content marketing effort requires at least a few tools to run effectively. To be strong in this component, we need two things: We need access to the right tools to create efficiency And we need expertise in utilizing them If you think of every piece of software you touch in the course of …
Content Marketing Operating System Part 2: Tools and Software Read More »
So now, we get to one of most critical (and misunderstood) aspects of content marketing: your audience. This Ann Handley quote is a great mindset for us to have when we think of our audience. “Will our audience thank us for the content that we are creating? To be strong in our audience component, we …
Content Marketing Operating System Part 3: Understanding Target Audience Read More »
To be strong in your strategy component, you need to have a written strategy. So only about 40 percent of B2C marketers and 37 percent of B2B marketers have a documented content strategy. The fundamental purpose of your content marketing strategy is quite simple: It’s about drawing a clear path from your business and marketing …
Content Marketing Operating System Part 4: Developing a Strategy Read More »
Next, let’s talk about the data component of your system. So to have a strong data component, we need: A set of KPI’s that tells you if your practice is on track or off track A process to review your KPI’s every week The KPI’s that you are reviewing weekly become your scorecard. Gino Wickman, …
Content Marketing Operating System Part 5: Data and Metrics Read More »
Finally, we get to the content itself. To have a strong content component, we need to have: An understanding of what high-quality content looks like for your audience The ability to produce it on a consistent basis Back in 2012, there were about 500,000 blog posts published every single day. Today, there’s 3.5 million blog …
Content Marketing Operating System Part 6: Creating High-Quality Content Read More »
Implementing a new content marketing strategy may make you feel like you’re Sisyphus, pushing a rock up a hill and getting crushed as it rolls back down. The rock is your strategy. The hill is your fight for recognition of that strategy. Without getting buy-in from stakeholders at the forefront of developing your strategy and …
The 10-Step Plan to Get Stakeholder Buy-in on Your Content Marketing Strategy Read More »