Intercom is dropping the phrase ‘content marketing’, and they explain why in a post on their blog.
In my opinion, labelling is the enemy of marketing (unless you’re in the retail trade – Ha!), and to examine how we identify each strand of our profession detracts from what we’re supposed to be doing – taking products to market using the optimum tools available.
At Intercom we avoid phrases like blogs (to refer to individual posts) and ebooks (a book is a book) as we feel they demean the value of what we’re offering.
You can read the full post on Intercom’s blog
Repurposing content is sometimes seen as a bit of a marketing ‘cheat’. Done properly it’s not, as long as the actual content is relevant to the audience.
Saher Naseem’s article on www.branex.ae demonstrates the many ways content can be repurposed effectively.
In the marketing world, using the information multiple times in different ways can go a long way. Repurposing your content can not only increase the value of your content but with a little bit of innovation, brands can get more leads and conversions. – See more at: https://www.branex.ae/blog/streamline-marketing-efforts-with-repurposed-content/#sthash.IINNf2M9.dpuf
Read the full article at Branex.ae
Here’s a really insightful post from Hubspot, questioning if marketers should rethink their keywords strategy around content. With ever-changing algorithms and user behaviour, the discipline of search doesn’t stand still.
More significant than the way in which the search engines themselves are evolving is the way that the searcher is communicating with the search engines.
Amplified by the rise of mobile and voice search, queries have become more and more conversational.
Read the full article on the Hubspot blog
No real surprises in this report on online user behaviour, although it does emphasise the importance of video and the challenges of online advertising.
Approximately 43 percent of users say they browse content in the afternoon because they want to take a break. You likely have these slumps in your own day – when you are working but your productivity is failing because your concentration is waning. Instead, you go online to see what’s new and maybe to check your social networks.
Read the full article on Business 2 Community
A slightly drawn-out, but very relevant, Kissmetrics blog about how important content marketing is to SEO. Obvious, but nevertheless appropriately well-argued.
One of the popular articles that makes this mistake comes from an article in The Guardian, which states: “It looks like Google has tired of its old friend SEO and is instead cosying-up to the new kid on the block, content marketing” [sic].
It’s a cute analogy, but it’s simply not accurate.
Read the full article at Kissmetrics
Inbound marketing is very much the in thing now, so is there still a place for outbound in the mix? Of course there is, silly, and this article on Conservit LeadSeed advocates the ‘horses for courses’ approach; if it works for your sector, keep doing it.
The bloke from Hubspot, funnily enough, disagrees.
The other problem with outbound marketing initiatives is that they often have only a short shelf-life. A TV commercial may last 90 seconds, and then it vanishes into the past. Newspaper ads suffer from the same problem – nobody reads yesterday’s papers, let alone last week’s. Cold calls very often end up with the prospect slamming the phone down or the door shut. Emails are very easily deleted – that’s if they don’t end up in spam folders in the first place.
Read the full article on Conservit LeedSeed
In the fast moving world of digital marketing, more traditional aspects of the marketing mix often get sidelined. This is a great article (from back in 2014) by Jean Spencer on why PR is still a very relevant and effective marketing tactic.
We just hired our first full-time PR person.
When we were hiring for the position, I remember cautiously warning each candidate we interviewed, “We’ve never really had an ‘official PR person’ on the team. Historically, it’s been our philosophy to avoid traditional marketing tactics.”
Read the full article at The Content Marketing Institute