If you want to know “How Effective is Content Marketing”, you could do worse than reading this article in Forbes. Beyond discussing data based on surveys, the author manages to insert one line that should resonate with anyone who has tried content marketing:
As with social media it’s not the theory that’s controversial, it’s the execution.
Somewhere between concept and measurement, effective execution seems to get lost. Mostly this is the case when brands jump from theory right into execution without the planning step in-between.
But, making content marketing work means taking the time to develop a strategy, starting with:
- Selecting vehicles by measuring impressions –Should you put your efforts into publishing on your own site or focus more on placing content on complementary sites?
- Following Best Practices regarding keywords –Are you using a keyword tool to ensure your posts are found by consumers who might purchase your product or service?
- Keeping it short and sweet – the more information available, the less we want to read. Short yet powerful posts rock.
Sometimes I find something when trolling around the internet that strikes me as really, really true. In essence: People Don’t Care About Your Brand – It’s all about “What have you done for me lately?”.
Check out the slide show below – great stats that highlight that point!
Slide from my recent session at The Produce Marketing Association High Performance Management Conference. I’m still working out the challenges and opportunities from this trend, but digital communication with consumers will play a big role. What do you think?
Maryanne Conlin is an award-winning digital marketing expert and CEO of RedRopes Digital, a consulting firm focused on building strong digital brands. Check back in a few days to access her December 5th presentation at the PMA High Performance Management Conference . Meanwhile, connect with her on Twitter @maryanneconlin.
Just returned from the Natural Foods Expo in Baltimore. What a great show! I’ve been attending the Expo West show for the last 5 years or so and have watched it explode until now it is bursting the seams at the Anaheim Convention Center. It looks like Expo East is headed in the same direction!
Lots of interesting sessions and some innovative new products. I was fortunate enough to have the opportunity to be part of the program and talked about my approach to social media – Integrated Digital Branding, in this presentation. Thanks @momcentral for attending and the kudos after the session. A special thank you to the man in the back of the room who yelled out, “this is the clearest presentation of social media I have ever seen!