Author: workhouse123

According to the Content Marketing Institute’s Video & Visual Storytelling Survey, which was published November 10, 2021, 83 percent of marketers say video has become more important in the last two years. Videos were always a powerful tool in the storytelling arsenal. But maybe it’s time to reexamine our content marketing matrix. What is a…

In the pre‐pandemic era, the first step in the content marketing planning process was to define your purpose and set your goals. (I know because I’ve taught courses on the five core elements that belong in an effective or successful content marketing plan.) But this approach often led many of the least successful content marketers…

So, what happened next? CMI and MarketingProfs fielded their annual survey during the summer of 2020. They found: “Content marketers are resilient. Most have met the challenges of the pandemic head‐on.” The found the following responses to the pandemic: In other words, both B2B and B2C marketers totally overhauled the process for creating a content…

Even in the digital marketing industry, which prides itself on agility and adaptability, the escalating menace of the novel coronavirus pandemic was something very different. Collectively, we’re pretty adept at devising new strategies and tactics when Google or Facebook rolls out a major algorithmic update. So, we were fairly well prepared to respond quickly and…

Although content marketing has evolved significantly over the past decade, our ideas of organizational structure have mutated rapidly since March 11, 2020, when working remotely taught all of us that “work is what you do, not where you do it.” In the “blended working future,” we’ll still need systems that outline how certain activities are…

You will also want to understand why video content has become so important. The reason is obvious: video now plays an increasingly important role in our daily lives. In July 2019, the Google/Insight Strategy Group asked 12,000 people worldwide why they had watched what they watched in the last 24 hours. In March 2020, Think…

The fourth concept you’ll need to understand is “content shareability.” In other words, what makes content sharable for a clearly defined audience? Although “shareability” isn’t included in the definition of content marketing, it is absolutely essential if content marketers hope one of their videos will “go viral.” Original research from more than 2 years of…

The third concept you’ll need to understand is “content engagement.” In other words, what makes content engaging for a clearly defined audience? BuzzSumo, a content marketing platform, built machine learning models and used them to analyze 400,000 articles in order to find out what boosts content engagement on social media. Here are their key insights:

Another concept you’ll need to understand is “content relevancy.” In other words, what makes content relevant to a clearly defined audience? Andrew Johnson and Colleen Jones of Content Science, an end‐to‐end content company, tackled this question in an article entitled, “Content Relevance and Usefulness: Why You Need It and 4 Ways to Achieve It,” which…

One of the concepts that you’ll need to understand is “content value.” In other words, what makes content valuable for a clearly defined audience? Cassandra Naji, the Director of Learning & Development at Animalz, provides a clear explanation of this concept in a post entitled, “The Content Value Curve,” which was published on the content…