Category: Content Marketing

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…

Unfortunately, far too many SEOs, social media marketers, and content marketers are fighting with each other over their shares of a small but growing digital marketing budget. So, if you work for or get hired by one of these fractious organizations, then it’s important to understand how content marketing is different from SEO and social…

The practice of SEO started back in the mid‐1990s. (I know because I used SEO to optimize our website when I became the vice president of marketing at WebCT in 1999. Back then, the leading search engines included AltaVista, Excite, Infoseek, and Lycos.) The term “social media” was coined by Chris Shipley in 2004. (I know…

According to the CMI, content marketing has four key benefits: The first of these benefits, increased sales, is also one of the goals that you can set in universal analytics to measure how content marketing fulfills your target objectives. Content marketers can use Google Analytics to measure the number of conversions generated by a campaign, although…

According to the Content Marketing Institute (CMI), which was founded in 2011, “Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience—and, ultimately, to drive profitable customer action.” More than a decade later, this is still the best definition of…

When I started teaching content marketing in 2012, I’d began my online courses and in‐person classes by answering these questions: By the end of this chapter, you will have learned the answers to these questions, plus the answers to 20 more: