Content Marketing – Convince and Convert: Social Media Consulting and Content Marketing Consulting https://www.convinceandconvert.com Mon, 20 Aug 2018 15:06:01 +0000 en-US hourly 1 https://wordpress.org/?v=4.9.8 https://www.convinceandconvert.com/wp-content/uploads/2017/10/cropped-convince-convert_C-orange-32x32.png Content Marketing – Convince and Convert: Social Media Consulting and Content Marketing Consulting https://www.convinceandconvert.com 32 32 What You Need to Know About B2B Video in 2018 https://www.convinceandconvert.com/content-marketing/b2b-video-in-2018/ https://www.convinceandconvert.com/content-marketing/b2b-video-in-2018/#respond Tue, 07 Aug 2018 14:00:13 +0000 https://www.convinceandconvert.com/?p=151793 You know that video is an essential part of your overall content marketing strategy. Vidyard’s 2018 Video In Business Benchmark Report takes an in-depth look at how the corporate sector uses video in sales and marketing. The research represents more than 600 businesses and over a quarter-of-a-million videos analyzed over a one-year period. The findings do […]

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b2b video 2018

You know that video is an essential part of your overall content marketing strategy. Vidyard’s 2018 Video In Business Benchmark Report takes an in-depth look at how the corporate sector uses video in sales and marketing.

The research represents more than 600 businesses and over a quarter-of-a-million videos analyzed over a one-year period. The findings do not include organizations that monetize video content or produce it as the primary aim of their companies. 

Here are 6 key things you must know about video, straight from Vidyard’s benchmark report.

1. Most People Use Desktop Browsers to View Business Videos

b2b mobile vs desktop viewsAlthough it’s correct mobile video viewership is on the rise, Vidyard’s report revealed that desktop viewing still reigns supreme compared to video views originating on mobile devices.

Specifically, 89 percent of business-related videos were viewed on desktops, with only 11 percent of them seen on mobile devices.


89% of B2B videos are viewed on desktops, with only 11% viewed on mobile devices.
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Why It Matters: Platforms like Instagram’s IGTV cater to people who want to watch videos on their phones, and brands are indeed taking advantage of the relatively new platform. However, this statistic proves how essential it is to make sure your marketing team isn’t putting too much of a focus on video for mobile users. 

You may even want to capitalize on the finding by creating videos that are especially impressive when viewed on larger desktop screens, or those featuring minute details that viewers might not notice — or at least fully appreciate — on smaller screens. 

2. B2B Viewers Are More Likely to Watch Your Content on Weekdays, Not Weekends

b2b video views day week

Considering you’re learning about a report covering business videos and many people have weekends off, it’s probably not surprising that only seven percent of view counts occurred on Sundays, and the viewership is merely a percentage point more on Saturdays. In contrast, 18 percent of views happened on Tuesday, Wednesday or Thursday. 

Why It Matters: You may assume that because people often have more free time on weekends than during the week, they’ll use it to view your videos, but this study contradicts that notion. 

If you have a team of marketers working on video content during the weekends, it’s not ideal for them to post the material during those times. Instead, they should make sure the videos are ready to go no later than Thursday for optimal viewership potential.

b2b video views - weekdays

3. Companies Are Posting More Videos Than Last Year

number of videos published

A look at all organizations represented within Vidyard’s dataset found that the average number of videos published by an organization was 377 — equating to more than one per day throughout a year. Notably, the average amount calculated last year was only 293, indicating significant growth.

Why It Matters: The uptick likely means that companies are choosing to experiment more when creating video content. While they may have usually distributed text-based content in the past, they’re probably realizing that videos have verifiable worth in some situations. 

However, if it seems like your organization is lagging behind concerning the number of videos it produces, don’t despair. The Vidyard survey found that over a quarter of respondents — 26 percent — published between 10 and 49 videos annually.

Plus, the published videos mentioned in this survey were rarely those with high production values — just any sort of video content a company released throughout the data recording period.

4. Company Revenue Is Not a Barrier to Publishing Frequency

videos revenue

Part of the Video in Business Benchmark Report examined how much a company’s annual revenue dictated the number of videos they published per month. Not surprisingly, the organizations with annual revenues of more than $1 billion released the most each month — or 30 videos on average. 

However, something you may not expect is that companies on the lowest end of the spectrum, or those reporting less than $5 million in annual revenue, published only one video less than that. 

Why It Matters: Some smaller companies may feel that a lack of revenue is an unnecessary hindrance that prevents meeting consistent publishing goals. However, the research shows that’s not the case since the smallest companies only publicize one video less than the ones with the most substantial revenue. 

If you’re part of a company where budget is a concern, consider creating a mixture of videos with higher and lower production costs, so you can keep using engaging video content to promote your brand without spending too much money.

5. Companies Primarily Make Product-Related Videos

 

Now that you know some companies produce dozens of videos per month, you’re probably curious about the most popular type. Vidyard found that businesses most often made videos about their products — such content constituted 63 percent of the total spent on video investments.

types of b2b video

Why It Matters: This finding indicates that companies realize video content is useful for helping customers achieve better understandings about the products they offer. It’s also worth pointing out that the second and third most popular kinds of videos were demos and explainer videos, respectively. 

Many people find it easier to grasp the value of something if they can see it in action on a screen instead of merely staring at drawn diagrams or reading text instructions. If you’re trying to market a product that has an outstanding feature or requires a particular user-facilitated process to work correctly, a video could help you highlight it. This practice will boost customer satisfaction due to reduced incidences of confusion from your user base. 

Also, if your company hasn’t used video content as a promotional method yet and you aren’t sure where to begin, these statistics suggest looking no further than your products — at least initially. And if everyone is creating product videos, differentiate your organization by creating videos with emotion, too.

6. Three-Quarters of Videos Are Less Than Two Minutes Long

b2b video length

Data showed that 75 percent of B2B videos are under two minutes in length. Moreover, 54 percent of the videos evaluated for this study clocked in at 60 seconds or less.


Don't lose viewers—keep your #B2B videos short. 75% of B2B videos are under two minutes in length.
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Why It Matters: This point suggests that marketers are taking note of people’s short attention spans and know they must be as concise as possible. They also know individuals expect most videos to be relatively short and want to adjust their content accordingly. 

If you’re thinking about creating a longer video, weigh the pros and cons of making a shorter one instead — or perhaps splitting the content into a series you publish across several weeks.

b2b video length

B2B Video Continues to Evolve

The six findings emphasize the significant evolution and high adoption rates present among businesses that use videos for sales and marketing. Furthermore, the substantial changes between this year and last indicate rapid adaptation to user needs.

If your company hasn’t gotten on board with this strategy yet, now’s the time to start. And if you haven’t already, make sure to download Vidyard’s Video in Business Benchmark report now.

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The 7 Fundamentals of a Great Content Marketing Program https://www.convinceandconvert.com/content-marketing/the-7-fundamentals-of-a-great-content-marketing-program/ https://www.convinceandconvert.com/content-marketing/the-7-fundamentals-of-a-great-content-marketing-program/#respond Tue, 31 Jul 2018 12:21:10 +0000 https://www.convinceandconvert.com/?p=151570 A great content marketing program can no longer be maintained with good writing alone.  Content shock has created a glut of content that is outpacing demand. Content marketers have to work harder than ever to keep an edge over the competition, or risk starving while a more savvy competitor eats their lunch.  To keep competitors at […]

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fundamentals great content program

A great content marketing program can no longer be maintained with good writing alone. 

Content shock has created a glut of content that is outpacing demand. Content marketers have to work harder than ever to keep an edge over the competition, or risk starving while a more savvy competitor eats their lunch. 

To keep competitors at bay, or to surpass the competition, organizations sometimes forgo the fundamentals of a great content marketing program, and instead focus on new best practices and growth hacks. After all, they don’t want to wait for results. They want them now!

While the latest growth hack may sound like the future of content marketing, more often than not it’s a short-term fix to a long-term problem. Organizations latch onto a hack or a shortcut, only to find their content marketing program in disarray a few months later. It’s something we’ve seen over and over.

Here are just a few signs that a content marketing program is in trouble:

  • Content marketers struggle to prove the business value of their efforts
  • No one understands how new visitors move down the marketing funnel to a conversion
  • The executive team is considering reallocating content marketing budgets
  • User engagement on content is very poor

All of these signs lead back to a common cause: the fundamentals of the content marketing program are not in place.

Like any activity or profession, understanding the fundamentals is essential to success. If the underlying fundamentals of your content marketing program are not in place, there’s little chance of growth-hacking your way to success.

Here are the seven fundamentals that are essential to any successful content marketing program.

1. Understand Your Business Objectives

You’re not creating a content marketing program for fun. You’re creating it to accomplish a business objective.

The first fundamental of a great content marketing program is to define the business objectives you want your program to accomplish. 

These objectives can include:

  • Brand Health
  • Marketing Optimization
  • Revenue Generation
  • Operational Efficiency
  • Customer Experience
  • Innovation

Once you’ve identified the business objectives of your content marketing efforts, you need to get buy-in from the c-suite to make it a reality.

2. Get Executive Buy-In

Your executives hold the keys to the resources your content marketing program needs. If you can’t get your executive’s buy-in and keep it over the years, your program is toast.

To get executive buy-in, focus on these six points:

  1. Why your organization needs content marketing—what is more appealing about it than other means of advertising/communication? 
  2. Don’t lead with creatives when talking to executives. Your executives may like to see pretty mock-ups, but those don’t sell a program.
  3. Instead of creatives, lead with dollars and cents. This is the language of the c-suite.
  4. Tie the program to business objectives. How will the program be better than other programs at achieving specific objectives?
  5. Show how you will measure the strategy (this will be discussed in the fifth fundamental.)
  6. Lay out the budget and the expected return the c-suite should see as a result of the program. If you can’t demonstrate this, your content marketing budget will quickly get reallocated to projects that can.

3. Understand Your Audience’s Pain Points

The point of your content should be to solve your audience’s problems, not to serve as an ad for your products and services. 

 

To understand your audience’s pain points, you need to put yourself in your audience’s shoes. What things keep them up at night? What are they worried about? What content can you provide that would make their lives easier?

solve pain points

Pain points come in all shapes and sizes. A pain point might be an annoyance, like gnats getting through a screen in a window. Or a pain point could be significant, like understanding how to best take care of a parent who needs additional care. Both of these examples can utilize content to give some relief to those pain points—perhaps a homemade gnat trap for the first example, and an article detailing all of the essentials someone should get in order to get their parent the best care possible.

Content intelligence utilizes massive amounts of data to identify the pain points your audience has across your site and the sites of your competitors and industry publications. This approach goes hand-in-hand with qualitative feedback such as customer focus groups, to identify the true pain points your audience has.

Another essential in determining pain points is to understand the user’s intent when they search for a solution.

If someone is searching to know the answer to something, don’t hit them over the head with calls to action to buy something. If they are looking to take an action, like get help, you should be more aggressive in getting them to take the next step with you.

If the user’s pain point is to go somewhere, like a website, or a physical location, make sure your business is easily findable online or in local search. 

4. Create a Documented Content Strategy

If your content strategy is in your head, but not on paper, you may be in a lot of trouble.


Less than 40% of content marketers have a documented content strategy. As a result, only 35% of content marketers can actually demonstrate the ROI of their content marketing efforts.
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Selling your executives is essential to acquiring and maintaining resources for content marketing. If you can’t point to a documented content strategy, and thus prove the ROI of your content marketing efforts, your budget will be quickly reallocated.

It takes time and effort to create a great content marketing strategy. But it’s essential, as your entire content marketing program depends on it to succeed. 

It also gives your entire content team a single source of truth when creating future content marketing campaigns. 

5. Identify the Methods and Metrics for Measurement

To prove your content marketing program’s value, you need to identify the methods and metrics you will use before you create a single piece of content.

These metrics should tie back to the first fundamental of content marketing programs: Understand Your Business Objectives.

The metrics you use should be identified within your content marketing strategy, as well as each content marketing campaign. 

Companies that delay this step until the end of their campaign end up scrambling to show the success of the campaign. Without having a clear method for measurement set up at the beginning, they are left with vanity metrics like total inbound traffic or social shares instead of solid metrics that prove the content campaign drove an actual business outcome. 

This leads to some really awkward conversations with the c-suite.

6. Identify the Most Effective Distribution Channels

How does your audience get content that helps them solve their problems? 

Do they rely solely on search? Then a focus on SEO is probably a place for you to start.

Is your audience mostly on social media? It might be time to create social-friendly articles that will pique their curiosity.

Do they regularly read a certain industry publication? Perhaps utilizing sponsored content on that publication is a good channel.

Do they prefer to have a physical paper? Then it might be time to look at printing and shipping a magazine (yes, they are still around). 

Figure out where your audience is currently getting the solutions to their problems. A lot of the time we see organizations jump into new channels just because they are new. But they never did the research to see if their audience is in that channel. 

It’s easier to get the attention of an audience in their normal channels than trying to get them to join you in a new channel.

7. Create Amazing, User-centric Content

Yep, we’re at fundamental 7 of 7, and we’re just now talking about creating content. That’s because the legwork that leads up to the content is the most important factor in the content’s success at the business level.

Writing amazing, engaging content is essential to any content marketing campaign. That content needs to be user-centric, making your audience the hero of the story. 

You’re not writing creating content to talk about you. You’re creating content to solve the user’s problem. 


You’re not creating content to talk about you. You’re creating content to solve the user’s problem.
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This is one of the biggest mistakes we see from organizations. They think content marketing is simply a way to write long-form advertisements. Check your organization’s ego at the door.

However, that doesn’t mean that you forgo trying to get your audience to take ta next step.

Logical next steps, such as offering a free trial, signing up for a newsletter, or downloading something of even more value in return for an email address, can push audiences further down the marketing funnel organically. 

From there, you can nurture and build trust with them until they’re ready to make the next step with your organization.

Wrapping It Up

Content marketing is hard. There are hacks and shortcuts galore out there, but without having a foundation of the fundamentals, your content marketing program won’t have a solid foundation on which to grow. 

Hopefully, you’re currently practicing all of these fundamentals. But if you aren’t, it’s not too late to start.

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A Dead Simple Way to Improve Your Search Rankings with Google Search Console https://www.convinceandconvert.com/content-marketing/improve-search-rankings-google-search-console/ https://www.convinceandconvert.com/content-marketing/improve-search-rankings-google-search-console/#respond Tue, 19 Jun 2018 13:00:09 +0000 https://www.convinceandconvert.com/?p=151130 Here is a dead simple way to improve your search rankings and get more traffic to your website with Google Search Console.

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Improve Your Search Rankings with Google Search Console

You want to constantly improve your search rankings for all of your content, right?

The higher your content ranks, the more traffic you get. The more traffic you get, the more revenue you (hopefully) generate for your organization. The more revenue you generate, the more parades your organization will throw in your honor. (Okay, so maybe parades are a stretch.)

Many content marketers feel that once they’ve created a great piece of content and done the initial promotional push, their ranking in Google is out of their hands. Perhaps these steps look familiar for optimizing a piece of content:

  1. Identify your primary keyword. (Preferably, this is a medium tail keyword.)
  2. Write your content according to on-page SEO best practices.
  3. Link to the piece of content from other pages using anchor text that matches the primary keyword.
  4. Work to build inbound links to your content.
  5. Move on to the next piece of content.

Hopefully, you’re doing steps one through four. If you’re not, start ASAP.

But optimizing content shouldn’t be a one-time event. And it doesn’t take an SEO expert to make high-impact tweaks to content to get it to rank higher and drive more organic traffic.

Ongoing Ranking Optimization

Be honest. Once a piece of content is created, do you ever go back and change it? Or do you set it sail, wish it well, and wave goodbye? If you’re like most content marketers, you don’t give the content you publish a second thought. Unfortunately, this means you’re missing a huge opportunity that others are capitalizing on.

Improving your Google ranking is an ongoing process that involves a lot of variables such as getting better inbound links and building your entire domain to be more trustworthy. But one variable that’s becoming more and more important for ranking well in Google is increasing your click-through rate (CTR) on search results pages.

Improve Search Rankings

High click-through rates on search engine results pages show Google that your content is catching searchers’ attention. As a result, their RankBrain algorithm is now ranking pages with higher CTRs higher in search results, while those with lower CTRs are getting moved down.


Google now ranks pages with higher CTRs higher in search results, so focus on increasing your organic CTR to improve your rankings
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Improving Click-Through Rates With the Performance Report

If you don’t currently have Google Search Console (formerly called Webmaster Tools) connected to your site, please take a moment to stop reading and get it connected. It’s one of the most valuable tools available to content marketers and SEOs.

Once Google Search Console is set up and connected to your site, you will have to wait a few weeks for data to populate. Or, maybe Google Search Console is already set up, and all you need is access to the account.

Once you have access and data, head over to the new Search Console.

Google Search Console Sign In

Now go over to the Performance Report. On the surface, the report is straightforward. It shows you how many total clicks and impressions your pages have received over a specific time frame, as well as the average CTR and average position your pages get in search engine results pages.

But what’s really useful is finding pages that have low CTRs. Here’s how to do that.

Find Ranking Pages With Low CTRs

The biggest opportunity you have for increasing traffic is finding the pages that have a high number of impressions but very few clicks.

In the Queries tab, click “Impressions” to sort your queries by the number of impressions your content has received in search results pages.

Queries by Impression Google Search Console

In this example, you can see there is a problem. The first result has a CTR of just 0.1%. That means that only about one in a 1,000 people who see that result when they search for “tervis 16oz tumbler” actually click through to that page. Ouch.

If that many people are seeing that result but aren’t clicking it, something must be wrong with how it looks in search engines.

Let’s see what page that is on. Click the keyword, and then click the Pages tab.

 

Looks like the Tervis Tumbler page simply isn’t performing well for that query. But is it performing well for other queries? Perhaps another query that brings up that page is doing really well.

Copy the URL of that page and click “+ New” at the top of the report. You can select “Page” and enter the page name.

Filter by Page Google Search Console

We can now see all of the keywords/queries that page ranks for and its overall CTR.

The Tervis Tumbler page simply doesn’t do well in search. A 0.5% overall CTR is pretty bad. We need to help this page out STAT.

Based on the queries it ranks for, we can see that it’s getting far more impressions for “tervis 16oz tumbler” than “customized tervis tumbler.” So “tervis 16oz tumbler” is going to be the keyword/query we’re going to optimize this page for.

Optimizing Page Titles and Meta Descriptions

For most pages listed in Google, only three pieces of content are displayed: title, URL, and meta description. These three pieces of information are all you have to get people to click through to your site.

Here’s what the Tervis Tumbler page looks like in search:

Example of bad search result

Put yourself in your customers’ shoes. If you searched for “tervis 16 oz tumbler” and saw this result, would you click it? Probably not.

To update these, you need to update the content itself. Optimizing your title is the most important factor for increasing CTRs, since it’s the part of the result people click on. 

When optimizing titles, make sure you include the entire search string as close to the beginning of the title as you can. Also, make it clear to people why they should click through your link right now. People searching for a Tervis tumbler are probably interested in buying or customizing their own, so give them an action to take such as “create your own,” “buy now,” or “begin customizing.”

Your meta description is your elevator pitch on the search results page. It’s your chance to stand out from the rest of the results on the page. Any mention of the keyword query will be bolded, which makes your result stand out even more, so be sure to include the keyword here as well.

Here’s the revised search result after updating the title and meta description.

Example of a good search result

Would you be more willing to click through this result? It’s not perfect, but it’s definitely better than what you had before.

Improve Your Other Low-Performing Pages

You’ll probably find that you have no shortage of poorly performing pages. It’s incredibly common for most sites to have click-through rates under one percent for the majority of their content.

Find the pages that have a CTR of under three percent and optimize them, especially those that have a high volume of impressions and a low CTR. These are huge missed opportunities you can capitalize on right now. Once you update them, wait a month or so, and then come back to see how they’re performing. You should see a nice increase in clicks since you made your updates. 

For some search queries, an increase in CTRs of even one percent can mean thousands of new visitors to your site. And improving your meta titles and descriptions is a lot easier than creating an entirely new piece of content.

Create and Iterate

Getting your content found in search is an ongoing process. Implementing the strategy above will not only help your existing pieces of content rank better, but you’ll soon learn the phases and calls to action your audience wants to see in search results pages. You can then take these learnings and apply them to new pieces of content you create, giving that content a head start as soon as it’s published.

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5 Critical Precautions When Publishing Controversial Content https://www.convinceandconvert.com/content-marketing/publishing-controversial-content/ Wed, 06 Jun 2018 13:00:50 +0000 https://www.convinceandconvert.com/?p=150361 Controversial content can be a boon for your brand's visibility. Before you publish, however, make sure you've assessed the risks and built a response strategy.

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5 Critical Precautions When Publishing Controversial Content

We post an overwhelming amount of content online every day. Each month, people read over 23 billion blog posts on WordPress.

How many people are reading blogs

Certainly, that’s not enough, so we also upload 18,000 hours of video to YouTube every minute!

For brands to be seen and heard, they often resort to releasing content intended to grab people’s attention. There’s a reason brands still release controversial content: It gets people talking. Content marketers want to create binge-worthy experiences that keep their audience engaged and coming back for more, yet many fall into the trap of releasing content that comes back to haunt them.

With such high competition, there is little to gain by playing it safe, but there is always great risk involved with publishing this type of content. If you want to avoid an image-damaging fiasco, there are several key practices your marketing team must consider before they release a potentially controversial piece of content.

1. View the Message from All Angles

The first step your team must take is to assess your audience and anticipate their reactions. This requires your marketing team to take a good, hard look at the target audience and beyond.

One factor that sets successful marketing teams apart is that they conduct in-depth audience research on a regular basis to ensure they understand who they are marketing to. Missing the mark on your audience’s reaction can completely negate any positive messaging intended by your brand.

Take Pepsi’s infamous commercial with Kendall Jenner as an example. They wanted to show their support for the Black Lives Matter movement but ended up offending their audience simply because they failed to look at the message from various angles. This simple audience oversight caused quite a stir that could have been avoided if the marketing team had thoroughly reviewed the message from the standpoint of various audience segments. Now, the ad is the butt of all kinds of jokes and memes across the web.

Sure, it’s nearly impossible to create content without offending someone these days. Make sure your team takes the time to break down each message and the potential ripple effect. They need to be overly critical in identifying any red flags that could spark backlash.

2. Back Claims With Credible Data

If your business is going to make claims of any sort, they must be verifiable and accurate. Rattling off numbers and statistics without citing the source is a surefire way to eliminate any credibility. Audiences nowadays are quite skeptical of brand messaging.

According to a McCann survey, 42 percent of Americans find businesses untrustworthy, since so many make huge claims that they cannot back up. Considering the obviously fraudulent claims that many advertisers make, it is not surprising that so many consumers feel this way.

The rule of thumb here is to include a link or citation for any fact or claim included in your company’s content, always. Be sure that the source is credible, relevant, and recent. When citing a source, tools like WOT are fantastic for revealing whether or not a site is trustworthy. This free browser extension informs you have a site’s credibility as soon as you land on a page.

Real-life testimonials from customers, clients, or employees within your own brand are another reliable source of information to supplement your content. Audiences typically view these third-party insights typically as more valuable due to their unbiased nature.

Put out a fire

3. Set Up a Notification-Response System

Once you decide to go ahead with a piece of controversial content, stay informed on the responses of your audience. Should your content cause any concern or questions, the faster you are able to reply, the better. Statistics show that you only have one day to respond to an inquiry; otherwise, things could get out of hand. In the era of “constant connectedness,” this timeline is only getting shorter.

Tools like Talkwalker Alerts (free) will send you a notification when your brand name, content, or specific keywords are mentioned on Twitter and across the rest of the web. You can set up the alerts to filter by news source, social media, blogs, or discussion forums. You can choose to receive alerts in real time, daily, or weekly.

Talkwalker monitors audience response

Here’s the best part: The system uses Boolean operators to customize the results based on your exact needs, so you only see the sentiments that matter most. This makes Talkwalker Alerts fundamentally better than Google Alerts.

When it comes to controversial content, you need to be on the ball when people start responding. In many ways, how you react after the content’s release is more important than the content itself.


You have one day to respond to a customer inquiry.
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4. Avoid Sounding Like Propaganda

In the era of “fake news,” many readers know to be wary of outrageous headlines intended to stir up a response. This, of course, breeds distrust between consumers and businesses—it’s easy to blur the lines separating truth from fiction. Pew Research Center found that 23 percent of Americans have shared a fake story online, most often by accident, and only 39 percent of the public feel that they are able to tell when a story is fake.

Americans confused by fake news

Since your audience may not be able to tell whether or not your controversial content is real or fake, it is often best to avoid any confusion at all. Steer clear of “click bait” verbiage, and stick to clear language that eliminates any potential mistrust.

5. Stay Respectful

Finally, always show respect and professionalism in every single interaction you have with a user. Often, people want to stir up a response from a business because of a misunderstanding or dishonest claim. The best way to put out a fire started by a disgruntled or offended user is by responding with kindness, honesty, and concern.

Why consumers call out brands

No marketing team is perfect, and even the most talented organizations slip up from time to time. If this should happen to you, it’s best to acknowledge any mistakes and respond appropriately.

Before releasing the content (assuming you’ve looked at the message from all angles), formulate a pool of preemptive responses and procedures to use in case of angry users. When you don’t prepare for backlash, your mistakes can morph into full-blown crises.

Controversy is important. It gets people talking and can bring a whole new level of visibility to your brand. If executed correctly, it can be your best friend. Know your audience backwards and forwards, and look at your message from a wide range of perspectives to anticipate the reactions. Finally, make sure that your team is prepared to communicate with audiences quickly and respectfully to avoid any PR nightmares down the road.

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How to Reverse Atomize Your Content Marketing https://www.convinceandconvert.com/content-marketing/reverse-atomize-your-content-marketing/ https://www.convinceandconvert.com/content-marketing/reverse-atomize-your-content-marketing/#respond Wed, 02 May 2018 14:00:00 +0000 https://www.convinceandconvert.com/?p=150374 Atomizing your content into "bricks" and "feathers" (as we call them at Convince & Convert) helps you squeeze more juice out of your content marketing. Here's what it looks like in action.

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How to Reverse Atomize Your Content Marketing

When we work with our clients on content marketing strategy here at Convince & Convert, two of our most consistently used maxims are “bricks and feathers” and “content atomization.”

“Bricks and feathers” describes the two primary types of content marketing. Bricks are hefty. Bricks are permanent. Bricks require more production time. Bricks are saved, shared, or printed. A webinar is a brick, for example.

Feathers are lightweight. Feathers are ephemeral and somewhat disposable. Feathers are easier to create. They are noticeable but less persuasive than bricks. This blog post is a feather, for example.

“Content atomization” (coined by Todd Defren) means taking your content marketing “big idea”—usually a brick of some sort—and deconstructing it into a series of smaller feathers. This gives you more juice for the squeeze, increases the efficiency of your content creation efforts, and allows the brick premise to live in multiple places and formats (social media, for instance).

Typically, we advise a one-to-eight ratio for atomization. That means you should repurpose and repackage each brick into at least eight feathers.

For more on bricks and feathers >>>

For more on content atomization >>>

Reverse content atomization

Reverse Content Atomization

Last week, I was sent a very interesting example of content marketing from ManageFlitter where the atomization process was turned on its head. Instead of splitting a big idea into a bunch of smaller executions, they took a large batch of feathers and rolled them up into a brick. Here’s how they did it.

#SocialROI is a recurring Twitter chat that takes places each Tuesday at 5 p.m. ET. This weekly feather is hosted by consultant and Twitter expert Madalyn Sklar (who was a great guest on my Social Pros podcast), who is joined by a special guest. But, like all good Twitter chats, the tuned-in community participates significantly too, asking and answering questions with aplomb.

The Australian Twitter optimization software firm ManageFlitter is the exclusive sponsor of #SocialROI, and this reverse atomization system maximizes the value of their sponsorship.

Feather: Each week, ManageFlitter posts social graphics on their accounts promoting the show and that week’s special guest.

Join us today for the #SocialROI Twitter chat hosted by Madalyn Sklar with guest Shaun Ayala.

Topic: Strategies for…

Posted by ManageFlitter on Tuesday, February 6, 2018

Feather: At the conclusion of each chat, Madalyn conducts a Facebook Live chat with the guest, amplifying the episode and providing a cross-channel boost.

#SocialROI “After” Chat with host Madalyn Sklar and guest Peg Fitzpatrick talking about Creating Twitter Visuals That Drive Conversion

#SocialROI “After” Chat with host Madalyn Sklar and guest Peg Fitzpatrick talking about Creating Twitter Visuals That Drive Conversion

Posted by ManageFlitter on Tuesday, April 10, 2018

Feather: Approximately 72 hours after each chat concludes, ManageFlitter posts a comprehensive recap blog post that includes all questions asked of the guest and the best answers from the community.

Feather: ManageFlitter cross-posts the Facebook Live videos to their YouTube channel as a playlist just for #SocialROI.

Brick: With 52 weekly Twitter chats worth of content at hand, plus hundreds of accompanying Feathers, ManageFlitter reverse atomized the content by rolling up the greatest hits from the series into a downloadable PDF Brick called “#SocialROI: 25 Topics Covered by 25 Social Media Experts.”

The ebook is very interesting. Lots of good perspectives, and an excellent example of reverse content atomization.

Back to the Future

I’m sure I didn’t invent reverse atomization, but I first took a stab at it when I launched my own Twitter-based interview series in 2008, called Twitter 20Joseph Jaffe was my first guest on the show, and after a few dozen “episodes,” I rolled them up into a Slideshare download, just like what ManageFlitter has done here.

Great to see that content extension through atomization is alive and well!

If you’re not pursuing a one-to-eight or eight-to-one strategy, start thinking about atomization in your content marketing planning process. It will help you a lot.

(And if the team and I at Convince & Convert can assist, please let us know.)

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The 4 Content Optimization Rules You Can’t Afford to Break https://www.convinceandconvert.com/content-marketing/content-optimization-rules/ https://www.convinceandconvert.com/content-marketing/content-optimization-rules/#respond Thu, 29 Mar 2018 13:00:00 +0000 https://www.convinceandconvert.com/?p=149835 Boost your content's performance by making these four, data-backed content optimization rules the cornerstones of your strategy.

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The 4 Content Optimization Rules You Can't Afford to Break

We all know the benefits of a great blog. A perfect blog will help to build your brand’s reputation by grabbing readers’ attention and showcasing your site as a credible source of information. If you have it automated with your e-newsletter, a blog is also a great way to keep your brand top of mind with subscribers. But beyond these media benefits of a blog, it can also be a powerful inbound marketing tool.

Time and again, content marketing has proven to be massively effective in driving customer engagement and lead generation. Quality articles with optimized metrics for ranking, delivered on a consistent basis, will build up your domain authority and web traffic over time.

We compiled a year’s worth of content marketing data from our clients’ projects and analyzed it against several keyword research tools and content optimization tools. We then had that data analysis reviewed by a statistician who holds a Master of Science in Statistics from Texas A&M University. The results show which tools are most effective in determining the probability of ranking, and what measures you can take to improve the quality of your content.

The following are four of the most important things to keep in mind when you’re launching a competitive content marketing strategy.

1. Competitive Keywords Matter

Yes, I’m sure you already knew that keywords matter. But it can’t be said enough: Find keywords that suit your niche and are competitive enough to rank. SEMRush is a brilliant platform for digging into your site’s statistics (i.e., organic traffic, ranking keywords, backlinks, etc.) and investigating competition. Check out a competitor’s site with similar traffic to your site to see what keywords they’re ranking for.

Next, take some of those keywords and plug them into a keyword research tool (like SECockpit by Swiss Marketing Apps or KWFinder by Mangools) to check the competition score and monthly search volume.  This will not only give you an idea of the metrics you should be aligning with your own site but may even give you some specific keywords to steal and target right off the bat.

KWFinder vs Google Rank Content Refined

There are three things you always want to keep in mind when performing your keyword research. Two of them were already mentioned. You want to find the right balance of (1) monthly search volume, (2) competition score, and (3) competitors’ domain authority.

SECockpit and KWFinder have both proven to be excellent tools for determining these metrics. Based on your site, these metrics may change, but here is a general rule of thumb that we’ve found to be highly competitive for most sites:

  • Monthly search volume over 500
  • Competition score under 30 percent
  • Top 10 competitors’ domain authority under 30 (or more than half of them under 30)

With these generalized metrics, you should be able to find some great keywords to target.

word count vs google rank

avg site domain authority vs google rank

Remember to always use that target keyword near the beginning of your article title. For example, if your keyword is “hot cocoa recipes,” the title could be “10 Hot Cocoa Recipes to Impress Your Date This Winter” as opposed to “Impress Your Date This Winter with These 10 Hot Cocoa Recipes.” Also, aim for titles with less than 60 characters.

2. A Great Writer Matters

There’s no getting around it: Hire quality writers. Ask for their portfolio, give them a test assignment, and take the time to read through their material. Building a strong relationship with an awesome writing team makes a world of difference. Think about it: You want articles that people will actually stop and read (and, ideally, share on social media). Plus, Google scans for readability. Grammar, spelling, and flow are very important.

A great way to test your writers’ abilities is to ask them to use HemingwayApp.  This (free!) platform demands simple, easy to read sentences. The focus is on clarity. Aim for a Grade 9 or less. If it’s in your budget, it definitely doesn’t hurt to have an editor review and fix up your content as well.

Word count matters too. We’ve found that articles should be at least 1000 words each. First—and this might seem obvious—1000 words provides a more in-depth look at a certain subject. Google sees that and decides that it’s a more valuable article than, say, a 500-word piece.

Second, you’ll be able to keep readers on your site for a longer period of time. Try breaking up the article into sections with headings, subheadings, and lists where applicable. Great stock photography and customized infographics will help you present your content in a palatable format. GIFs and YouTube embeds can be good too, but be careful because these can potentially slow down the loading speed of your site on readers’ devices.


A strong relationship with an awesome writing team makes a world of difference to your content marketing.
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3. More Keywords

No one wants keyword stuffing. It reads terribly, it makes your brand and website look awful, and Google is too smart for it. If your article reads like gibberish because you’re trying to shove in a bunch of keywords, then you’re not helping your chances of ranking and building up your domain authority.  Instead, try a content optimization tool like CognitiveSEO or MarketMuse.

CognitiveSEO is fantastic for making this step super easy. You put your target keyword and title in, then drag and drop the entire article. It will break the keyword optimization into three parts: (1) Keywords you already use, (2) keywords you should use, and (3) keywords you should use more often.

It is a useful tool for working through the article and naturally integrating more keywords. It will even show you a “keyword stuffing” score, so if you’re getting a bit too ambitious, you can rein it in. Boost that content performance score to increase your probability of ranking.

MarketMuse works similarly, and we’ve found both tools to be very beneficial for optimizing content rankings.

MarketMuse vs SERPFox

Note: In the MarketMuse vs. SERPFox graph, Negative MarketMuse Score was used instead of MarketMuse Score because of the ascending nature of MarketMuse Score (higher is better) versus the descending mature of SERPFox Ranking (lower is better).

4. Final Touches in Publishing

A good publisher will be familiar with SEO techniques. They’ll take your perfect article and format it nicely with the images you’ve chosen. Here’s a quick checklist for the publishing stage:

  • Use alt tags for all images (I generally go with the target keyword or a secondary keyword).
  • Make sure the article is broken up into easy to read sections with headings and subheadings.
  • Add keyword tags to make the article searchable on your site.
  • Add an SEO title and meta description to the back end to cater to Google’s spiders.

It’s always a good idea to save your article to draft mode and have someone else look over it before publishing. More often than not, you’ll find a few last-minute changes to make.

With these data-determined metrics and the best tools available, your articles will have a much higher chance of ranking in Google. The more quality content you have on your blog, the better, so get to it!

With two or three posts per week using these techniques, you’ll start to see your traffic and domain authority growing at an exponential rate within the coming year.

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What This New Guest Posting Research Reveals About Your Content Strategy https://www.convinceandconvert.com/content-marketing/guest-posting-trends/ Tue, 13 Mar 2018 13:00:00 +0000 https://www.convinceandconvert.com/?p=149434 Done right, guest posting benefits everyone involved: you, editors, and readers. Update your strategy with these guest posting trends, and you'll win over editors and audiences alike.

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What This New Guest Posting Research Reveals About Your Content Strategy

If you have yet to incorporate guest posting into your content strategy, now is the time. By contributing high-quality content to online publications your audience reads and trusts, you can reach new readers right where they are. If they like what they see, you’ll drive qualified site traffic and contribute to a funnel of opportunity for your business, all while building customer confidence and establishing thought leadership at the same time.

While that may sound too good to be true, guest posting really can help you accomplish these business goals and more. The catch is that it’s not a “set it and forget it” undertaking. As with all marketing strategies, guest posting requires you to consistently evaluate and adjust based on results, which means data is your best friend as you develop and refine your methods.

To produce valuable insights for digital marketing leaders, my team at Influence & Co. went right to the source. We surveyed editors at top online publications and analyzed more than 3.5 million pieces of content published in 2017 to compile our second annual “State of Digital Media” report.

Understanding how to create and deliver the best content for your audiences is key—but in the world of guest posting, editors are the gatekeepers. So, the first step is to understand what editors are looking for.


In the world of guest posting, editors are the gatekeepers.
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1. Editors Are Demanding Multimedia Content

Different forms of content, such as videos and infographics, are rising in popularity, which shouldn’t come as a surprise to forward-thinking content marketers. Audiences love video—and that means editors do, too. In fact, 67 percent of editors plan to publish video content this year, which is up from last year, when only 45 percent of editors expressed interest in publishing video.

And it’s not just videos that are on the rise. Infographics are another a great way to engage audiences. 52 percent of editors report planning to publish infographics this year—an 8 percent increase over last year—while 40 percent of editors surveyed say they plan to publish podcasts.

Clearly, editors are looking to diversify the ways in which they engage audiences. That said, written content remains one of the most effective ways to reach, educate, and engage an audience, and it’s one of the easiest methods to scale. Editors still want articles, and if you’re looking to consistently meet that need, written content is incredibly valuable.

2. Page Views Have Overtaken Social Shares As the Biggest Success Indicators

Last year, 66 percent of editors reported that they use social shares to determine the success of a piece of content. While that number has increased to 69 percent this year, it has also been overshadowed by other metrics.

Page views have emerged as the leading indicator of content performance, according to a whopping 93 percent of editors, up from 62 percent last year. In second place is time on site, which is used by three-quarters of editors this year as a barometer of success, compared to only 39 percent last year.

The fact that these metrics have changed so much since last year indicates that this industry is rapidly evolving, and these newly favored metrics represent an improvement in measurement.

The significant differences year over year demonstrate editors’ evolving preferences. Social share numbers on their own have never been a particularly accurate gauge of content’s effectiveness. It’s encouraging to see content spread and reach people, sure, but it’s also important to editors that audiences engage with content through the publication that produced it.

It’s important to note the overlap in these responses. Almost all editors will rely on a combination of factors to determine successful content. These benchmarks will vary, so make sure to do your research and talk with the editors you’re working with to understand what success looks like to them.

3. Promotional Content Is a Bigger Problem Than It Was Last Year

Last year, 71 percent of editors reported that promotional content was the biggest problem they found in guest post submissions. This year, that number has increased to 79 percent, which suggests that many brands and content marketers are executing their guest posting strategy in entirely the wrong way.

Overly self-promotional content has no business crossing publication editors’ desks. They’re looking to share value with their audiences: unique ideas, fresh perspectives, actual expertise. Instead of using your content to sing your own praises, you need to contribute content that meets your audience’s needs. The most effective content marketing isn’t for you; it’s for your audience.

Contributing original content has the potential to change the way you connect with audiences—but only when you deliver the kinds of content editors are looking for. The good news is that the content editors want to publish is also the content that resonates most with readers.

Done right, guest posting is a strategy that benefits everyone involved: Editors get the content they need, you get the chance to reach new audiences, and audiences get the high-quality content they’re looking for. These trends have the potential to change your approach; use them to your advantage to win over editors and engage your audiences.

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How Organic and Paid Content Distribution Can Rejuvenate Your Reach https://www.convinceandconvert.com/content-marketing/organic-and-paid-content-distribution/ Mon, 26 Feb 2018 14:00:13 +0000 https://www.convinceandconvert.com/?p=149042 Don’t waste another minute shouting into the void. Maximize the value of the amazing content you’re creating with a better content distribution plan.

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How Organic and Paid Content Distribution Can Rejuvenate Your Reach

Does it ever feel like all of your time creating content amounts to simply shouting into the void? Gone are the days when simply writing and publishing an astounding article attracted thousands clamoring to read it. (But really, was that ever a thing?)

In the cold, harsh reality of a content marketer, it’s never enough to just create amazing content. You also have to get that amazing content into the hands of the right people, at the right time, in a resource-efficient way. This is why a content marketing distribution plan is such a central piece of your strategy.

Every Strategy Has Its Limits

Before going any further, let’s quickly break down the two most common strategies in a content distribution plan: organic and paid.

Organic distribution is any distribution you’re not paying for. In my experience, it often ranges from the organic reach of guest posting content in online publications to search engine marketing to the social shares of people who love your content and can’t wait to pass it along.

Organic strategies do have their limits, though. Organic reach on social media platforms like Facebook and Instagram is getting tougher to achieve. Even if hundreds like and share your content, there’s still much more to be done to drive meaningful results.

Enter paid distribution. Like its organic counterpart, this strategy can include a lot of different tactics, but it frequently looks like Google AdWords spend and paid promotion on various social networks.

If organic distribution is the match that gets your content marketing fire going, paid distribution is the lighter fluid. And as with lighter fluid, you have to use it carefully. Without adequate direction or preparation, you could burn through your resources too quickly to keep the momentum going, and your whole strategy could suffer.

4 Steps to Building a Better Content Distribution Plan

Your content marketing program is only as valuable as its ability to influence positive action. Without a two-pronged distribution plan, your content is going to have a hard time reaching, let alone influencing, your audience. Here are four steps to building a distribution plan that works.

1. Know Your Audience Like the Back of Your Hand

It’s easy to fall into the trap of trying to reach as many people as humanly possible. This is especially true when social shares or article views are such low-hanging fruit, and you’re looking for something to quickly demonstrate ROI.

But imagine you’re physically mailing your content to potential customers. Are you going to pat yourself on the back just for sending out 1,000 mailers? Of course not.

Instead, focus on your target audience and what you know about them to determine where you distribute your content. Answer questions like, “Who are my clients?” “How did they learn about my company?” “What content did they interact with, and where did they discover and consume it?”

It sounds simple, but it’s critical: Distribute your content where your audience is and where they want to engage with your brand. My team has found success promoting content on LinkedIn because our audience of B2B marketers spends time on the platform and enjoys consuming our content there. Social media platforms are typically great about helping you dig deep into demographic data and target specific personas.

Distribution is about more than just reaching the right audience, though—it’s about reaching the right audience at the right time. For example, to get in front of our audience when they’re in the decision-making stage of their journey, we target specific keywords on AdWords.

Before you take another step in your plan, ensure you know exactly who your audience is, where they live online, and what they need to make their decisions.

2. Use Organic Distribution as a Litmus Test for Your Paid Promotion

Don’t jump headfirst into spending a ton of money on distributing or promoting every piece of content. For one thing, that approach will drain your budget in no time, and for another, it’s not effective.

Instead, distribute your content organically first. Track its performance for a couple of weeks, and then put some spend behind the pieces you’ve identified as high-performing. Determine what action you want people to take after reading your content, and promote the posts that drive the most people to take that action.

Similarly, monitor organic performance on social media, and pay to boost the posts with high engagement rates. Social networks like Facebook reward engagement, so promoting a post that is already doing well organically will save you money and keep your content working for you.

Think of your organic distribution as a test: It doesn’t really cost you anything extra, and you can gain insight into the topics and platforms that resonate most with your audience before you spend a dime on promotion.


Promoting a post that's already doing well organically saves you money.
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3. But Promote Cornerstone Pieces Right Away

There is one exception to the organic-first rule. That’s when you’ve put in all the resources to develop a truly stellar piece of content. This piece of content is so highly valuable to your business and your audience that you’ll be building links to it and creating a lot of other content around it to offer even more value. We call this a cornerstone piece of content.

This cornerstone piece could be a comprehensive 2,000-word blog post on a topic in your industry. It could be a 20-page proprietary research report with data your audience would benefit from. Whatever shape it takes, you know when you’ve created a foundational asset. And when you have, put spend behind it right away.

This can help your content get some early traction, which can then catapult the organic distribution as well. And when the cornerstone piece performs well, the surrounding content that links to it can earn a performance boost, too.

4. Look Beyond Traditional Channels

Outside of go-to tactics like social and AdWords, you can test alternative methods such as paying a site to “host” content and contracting with a demand-generation service. My team has tried these tactics in the past, and they’ve worked well for promoting some of our whitepapers.

When a publication hosts a piece of your content, it promotes it on its site for a period of time and sends you a list of potential leads based on the readers who downloaded your content offer. Many online publications offer content-hosting services in their media kids, so identify the publications your audience visits and see if this service is an option.

You can also work with a demand-generation service to develop detailed targeting criteria. The service will then use those criteria to promote your cornerstone pieces of content to new audiences through outbound demand generation.

Take it all a step further by rethinking your organic tactics, too. Don’t rely on social shares alone to get content to your audience. Use your content for sales enablement, influencer outreach, and account-based marketing to get your work into the hands of the people you want to see it.

Don’t waste another minute shouting into the void. You can maximize the value of the amazing content you’re creating, improve the lives of your audience, and drive meaningful results for your company—and it all starts with a better content distribution plan.

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How Marriott Built One of the Best Brand Newsrooms on Earth https://www.convinceandconvert.com/content-marketing/marriott-built-one-of-the-best-brand-newsrooms/ https://www.convinceandconvert.com/content-marketing/marriott-built-one-of-the-best-brand-newsrooms/#respond Fri, 16 Feb 2018 14:00:15 +0000 https://www.convinceandconvert.com/?p=149213 When Marriott decided to double-down on brand storytelling, they didn't play it safe. Learn how the hotel franchise went above and beyond to build one of the best brand newsrooms.

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How Marriott Built One of the Best Brand Newsrooms on Earth

Do you want to make a billion dollars? We’ll tell you how: Invent a drug that builds and sculpts every muscle in your body perfectly in one dose. One pill, and you’ll look like Arnold Schwarzenegger or Jillian Michaels.

If only it were that easy. The unfortunate reality of exercise is that even if you use steroids, you’re going to have to make working out a habit.

Storytelling is no different. Sure, you can change people’s minds with one story. You can reword a beggar’s sign and get people to give more money. But if you want to build a long-term relationship—as a business or in everyday life—you’re going to need to think of storytelling like going to the gym.

Every story you tell becomes a part of your overarching story, just like every workout at the gym helps build your physique over time. The best companies are adept at consistently telling their story in a variety of ways over time. The most intriguing people tell lots of stories. They answer questions with stories. They relate to people with stories instead of just saying, “Me too.”

If you’ve made it this far, you’re probably convinced that you should be using stories more to build relationships. But it’s not always easy to convince an entire organization to start going to the gym, so to speak. Let’s explore a few specific ideas for how you can make the case for stories inside your company.


Want to build long-term relationships? Think of storytelling like going to the gym.
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Selling Storytelling Inside Your Organization

Ten years ago, it was possible for one person to make content work for an entire organization. That’s no longer the case. Today, you need real support internally. It won’t necessarily happen all at once, but it’s the first step you have to take. And while it’s not easy, it pays off.

Let’s look at how Marriott’s content marketing program got started. Nine years ago, Kathleen Matthews, the hotel giant’s executive vice president of communications, walked into Bill Marriott’s office with an idea. She’d spent 25 years as a reporter and news anchor for an ABC News affiliate in Washington, DC, and she knew the power of a good story, especially when it came from a compelling figure.

She wanted Marriott to have a blog. And she wanted Bill Marriott to write it.

“Why the heck would anyone want to read a blog from me?” Marriott, then 76 years old, responded.

Matthews quickly convinced Marriott he was the best person to tell the company’s story, even though he didn’t even use a computer. So they struck a compromise. Marriott would dictate a blog post once a week.

And so, Marriott’s digital storytelling journey began. It started with those simple blog posts, but over the next seven years, their efforts grew exponentially. Before long, they were operating a full-fledged global media company.

In the next three years, Marriott launched a popular digital travel magazine, Marriott Traveler, that covers cities from Seattle to Seoul. It has built content studios on five different continents. And it’s even won Emmys for its short films like Two Bellman and French Kiss.

Becoming a Media Company

When you walk into the ground floor of Marriott’s headquarters, it fittingly looks like the lobby of a modern hotel. There are chic white lounges and cozy pods. A friendly receptionist welcomes you. But then you notice something unexpected. In the middle of the lobby, there are nine flashing screens encased in glass walls, like a TV control room that’s been teleported from Hollywood to Bethesda, Maryland.

In a way, it has. Inside the control room—dubbed “M Live”—typically sit various media veterans tasked with seeing just how much a hotel brand could capitalize on the new opportunities digital media gave Marriott to tell their story.

“We are a media company now,” Emmy-winner David Beebe, then Marriott’s vice president of global creative, told us.

It’s a big statement, but one that Marriott’s content production backs up. Which raises the question: How did Marriott evolve from a single woman—Kathleen Matthews— storming into the CEO’s office and advocating for content to one of the most advanced content marketing operations in the world?

Well, after a few years, Bill Marriott’s blog took off. And before long, he was convinced that content was the answer to the challenges Marriott faced in telling the story of a company that spanned almost two dozen different hotel brands.

So in 2013, Marriott made a big bet and hired Karin Timpone away from the Walt Disney Company, where she had led the launch of successful digital products like WATCH ABC, so she could connect Marriott to the “next generation of travelers.” In June 2014, Beebe, who was also working for Disney, followed Timpone.

Beebe and Timpone got to work fast. By early 2015, Marriott had created a successful TV show, The Navigator Live; a hit short film, Two Bellmen; a personalized online travel magazine; and some exciting forays into virtual reality with Oculus Rift. These projects generated immediate returns, from high viewer engagement to millions of dollars in direct revenue and even content-licensing deals. They helped the company build stronger relationships with its customers.

“We’ve said it before—we have a very intimate relationship with our customers,” Beebe said. “They sleep with us, after all. It’s sort of a joke, but it’s true.”

After these initial wins, the company doubled down on storytelling even more and beefed up its in-house staff, bringing in folks from CBS, Variety, and other media powerhouses.

They also joined forces with a wide range of outside creators—(including Contently!)—from famed producers Ian Sander and Kim Moses to YouTube celebrity Taryn Southern, who stars in a web series called Do Not Disturb in which she interviews celebrities in their hotel rooms.

Beebe rejected the temptation to insert any overt Marriott branding. When he got the first cut back from Marriott’s wonderful short film, Two Bellmen, for instance, his first note was to take out most of the brand plugs.

“We don’t want to see any ‘Welcome to the JW Marriott, here’s your keycard,’ and then a close-up of the logo,” he said. “None of that.”

In other words, Marriott bet on having career storytellers lead their content marketing program—not career marketers.

The key to making this work, however, wasn’t by shutting marketing out. Instead, Marriott found success by breaking down silos and gathering marketers and content people around a common cause.

The key to that is M Live, its glass-encased content studio.

Launched in October 2015, the studio has nine screens showing everything from the social media campaigns of Marriott’s 19 brands to real-time booking information to Marriott’s editorial calendar. But what might be even more impressive—and instructive for other brands—are the eight swivel chairs. Each seat in the glass room represents a different department such as PR/Comms, Social Media, Buzz Marketing, Creative + Content, and even one for MEC, a media- buying agency that amplifies well-performing content at a moment’s notice.

Some marketers may dismiss this scene as a fad—a foolish brand playing media company. But in truth, it’s actually the sign of a great storytelling culture—one that embraces media as marketing.

At the time of this writing, although Marriott is very much building a media business—with plans to license short films and webisodes to places like Yahoo!, AOL, Hulu, Netflix, and Amazon—M Live and the Marriott Content Studio are still very much a marketing initiative.

“We did not get this far by saying, ‘I want to build a media company,’” Beebe said. “First and foremost, [the goal] is to engage consumers. Get them to associate with our brands, build lifetime value with them. Content’s a great way to do that.”

A Culture of Storytelling

While M Live and the Marriott Content Studio are making great strides reaching people externally, they’re also having an impact on life inside the company. The content team has put in hard work evangelizing and explaining what they’re doing—part of the reason they built M Live smack in the middle of the lobby for all to see.

One executive, for instance, spent three months leading a project to create a guide that explains M Live and how anyone in the company can help if they have an idea or see a trending story. They’ve connected the M Live team to customer care to handle any complaints or problems, and each Marriott brand is getting deeply involved with the content creation process. “People are getting it,” Beebe said. “Now that we’ve done a lot, they’re starting to see the impact.”

Even Bill Marriott comes down to see what’s going on.

“He loves it, loves the idea of what we’re doing,” Beebe said. “He’ll just come sit down and chit-chat and pick up the phone. He’s actually gotten on Matthew’s computer and shown his wife stuff.”

It’s that support from Bill Marriott and CEO Arne Sorenson that’s pushed the ambitious content operation forward so it can keep transforming the company.

“That’s really what our goal is,” Beebe said. “To take all the brand marketers, all the brand leaders and teams, and turn them into great storytellers.”

Not every company needs to build a sophisticated content studio like Marriott to build a great culture of storytelling, but if they want to succeed as storytellers in the future, they do need to embrace what that studio represents—the destruction of silos and the shared goal of using stories to build relationships and make people care.

Which is, of course, is what marketing is all about.

The Storytelling EdgeThis is an excerpt from the Amazon #1 New Release, The Storytelling Edge: How to Transform Your Business, Stop Screaming Into the Void, and Make People Love You” by Joe Lazauskas and Shane Snow, available today.

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9 B2B Content Marketing Musts for 2018 https://www.convinceandconvert.com/content-marketing/b2b-content-marketing-musts/ https://www.convinceandconvert.com/content-marketing/b2b-content-marketing-musts/#respond Wed, 14 Feb 2018 14:00:00 +0000 https://www.convinceandconvert.com/?p=149097 B2B content marketing is harder than ever. Learn the nine musts you'll need to succeed in 2018, says Jay Baer, backed by the latest research.

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9 B2B Content Marketing Musts for 2018

B2B content marketing is almost universally embraced. 87 percent of all business-to-business organizations are using content, according to an eMarketer survey of firms with 100 employees or more.

So the question about B2B content marketing isn’t WHETHER it’s a viable marketing approach. Rather, it’s WHAT must be done in 2018 to make it more viable, and HOW content marketing for B2B must change in the face of altered customer expectations and heightened competition.

eMarketer recently released a new report on this topic called B2B Content Marketing 2018. I was one of the content marketers interviewed for this study. It’s a sound and thorough report, and I encourage you to review the summary, listen to the podcast overview, and consider becoming an eMarketer PRO subscriber to get access to the entire piece.

Good news: I’ve reviewed and analyzed the complete report. Here are my favorite findings, plus commentary on what I think they mean for the future of B2B content marketing.

Publish Your Own Research

According to a survey from Ascend2, 50 percent of B2B marketers say that research reports generate leads with the highest customer conversion rates, compared to other forms of content marketing.

(Note: Convince & Convert will be kicking off a research series soon.)


50% of B2B marketers say research reports generate leads with the highest customer conversion rates. #contentmarketing
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Seek Content Downloads

The same survey from Ascend2 finds that leads with high conversion rates begin with a content download. Two-thirds of B2B content marketers believe this to be the case. Compare this to webinar registration (45 percent) and demo request (37 percent).

This surprises me. I would assume (wrongly, it appears) that a webinar registration indicates more specific and meaningful interest than a content download.

Taken in tandem with the point above about research (which is typically distributed via download, like the eMarketer report) the “make research, and allow people to download it if they provide their information” is an even more sound approach.

Know That Credibility Is Only Somewhat Important

This one is disheartening to me. Research from our friends at the Content Marketing Institute and SmartBrief found that when seeking information about potential products and services in a B2B environment, prospective buyers aren’t all that concerned about where that information comes from.

40 percent of respondents say the source of the information doesn’t matter, as long as it is credible. (To which I say, “Well, then how do you know it’s credible?”)

31 percent say they prefer the information to be unbiased.

Interestingly, 24 percent prefer the information to come from the company or manufacturer that they are considering. (I call this the “fox watching the henhouse” approach to content marketing.)

Taken together, I interpret this to mean that while it is, of course, optimal to have strong third-party endorsements, creating content marketing that extolls your own virtues is more than just possible. It’s actually acceptable and desirable in many B2B consideration funnels. Fascinating!


40% of B2B buyers say when researching, the source of info doesn't matter, as long as it's credible.
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Consider Increasing Your Content Marketing Budget

Competition gets tougher, and audiences get more jaded. That’s the current cycle in B2B content marketing. To continue to succeed, many firms are increasing investment.

38 percent of companies in B2B anticipate boosting their content marketing budgets in 2018, according to an Informa survey.

And content is also becoming a larger and larger share of total marketing spend. Based on their research, Content Marketing Institute finds that the most successful companies in B2B are spending approximately 40 percent of all marketing dollars on content marketing.

So what do we cut in that scenario, as content vacuums up more and more budget dollars? Collateral material? Events and exhibits? Sponsorships? Print ads? Logo golf balls?

Part of this budget increase is for content marketing software, including robust editorial calendars and productivity tools.


38% of B2B companies anticipate boosting their #contentmarketing budgets in 2018
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Don’t Stop Content Marketing at the Purchase

You’ll find excellent commentary in the eMarketer report about the need for content to be created and targeted explicitly at all stages of the funnel, including post-purchase. I couldn’t agree more. In fact, I wrote a whole piece about why B2B content marketers are spending their resources incorrectly and mostly ignoring content for retention:

B2B Marketers Are Working Harder Than Necessary

Think Quality, Not Quantity

The script has flipped on this equation. Back when there were still green field topics and authority to be seized, a quantity-driven strategy made sense. Now, there are very few—if any—stones unturned.

Changes to customer expectations, massively increased competition, and social media and search engine algorithm shifts have, in combination, resulted in a new content marketing world. Now, crafting the definitive piece on a particular topic is a far better idea than crafting a bunch of okay content executions across a broader topical spread.

I loved this quote from the eMarketer report:

“There’s this push for quality content over quantity,” said Timothy Morral, director of editorial content at Walker Sands Communications. “Part of it is driven, because B2B brands recognize that they need quality leads. Quality content and quality leads work in parallel.”

Exactly! Not only does quality content break through, but quality content creates quality leads, and mediocre content creates mediocre leads.

Get Good at Multi-Sensory Content Marketing

Most B2B content marketers come from a writing or publishing background, either via education or experience. This is because, for a long time, B2B marketers deployed the overwhelming majority of their content marketing in writing. B2B content marketing meant white papers, ebooks, data sheets, FAQs, and so forth.

Now, however, changing consumer content consumption patterns (powered partially by the shift to mobile and the ability to stream video just about everywhere) have made written content (like this content, ironically) less popular, in favor of multi-sensory executions like videos and interactive white papers and the like.

Companies (and Convince & Convert partners) like Vidyard and SnapApp are powering B2B video and interactive content to increase reach and conversions. Here’s an article Anthony Helmstetter, one of our Analysts, wrote on video marketing:

The 3-Part Secret to Video Marketing in 2018

Don’t Sleep on Search

Despite the shift to multi-sensory content executions to break through the clutter, a Digital Donut survey found that organic search is still the top-performing method for driving traffic to content, with 44 percent of respondents listing it as one of their top three choices.

39 percent cited email to your own list. (Although if those prospects are already on your list, it’s not really a new audience or source of traffic.) Paid search ranked third with 33 percent of respondents ranking it in the top three. Linkedin and Facebook were next, and the remaining options lagged far behind.


Organic search is still the number one tactic for driving traffic to B2B #contentmarketing
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Find Ways to Boost Relevancy

Your prospective customers, even when in active shopping mode, have no shortage of content consumption options. Content is EVERYWHERE. From you, from your competitors, and from third parties.

Content becomes disproportionately successful when it’s more interesting at the format level (video, interactivity), or more specific and relevant to the potential customer. This is what is powering the move toward account-based marketing (ABM) in B2B. In an ABM scenario, the content is by definition customized and tailored to a specific industry or company. Why? RELEVANCY is the killer app.

One of the easiest ways to boost content marketing relevancy is through personalization. If you’re not already personalizing, you’re probably behind. 68 percent of B2B marketers said they are testing personalization of content and offers, according to a Chief Marketer study.

As I acknowledged in the eMarketer study, however, while personalization is effective—and clearly is the future of content—it requires effort. This approach can be a strain on your resources and team. This is especially true if you are already having trouble getting buy-in from leadership that the existing content program is worthwhile. Asking to allocate additional funds to create highly bespoke content can be an obstacle.

There you have it. The 9 B2B Content Marketing Musts for 2018. Thanks to eMarketer and all the other organizations that are putting out such great research and reports on this topic.

If my team and I here at Convince & Convert can help you stay ahead of customer expectations in the area of content marketing, please get in touch about a free analysis. We create Digital Marketing Maturity Maps for some of the world’s most interesting brands, and guide them as they accelerate, measure, and propel their digital. 

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How Storytelling Turned Dollar Shave Club Into a Billion Dollar-Brand https://www.convinceandconvert.com/content-marketing/storytelling-turned-dollar-shave-club-into-a-billion-dollar-brand/ https://www.convinceandconvert.com/content-marketing/storytelling-turned-dollar-shave-club-into-a-billion-dollar-brand/#respond Tue, 13 Feb 2018 14:00:00 +0000 https://www.convinceandconvert.com/?p=149135 The surprising success of Dollar Shave Club provides an important case study in scaling storytelling effectively and crafting the most relevant, most irresistible content possible.

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How Storytelling Turned Dollar Shave Club Into a Billion Dollar-Brand

In July 2016, Unilever shocked the business world. They were purchasing Dollar Shave Club—a startup dreamed up just five years earlier by an improv comedian named Michael Dubin— for $1 billion.

Reporters were baffled. Similar e-commerce subscription startups like Birchbox, Trunk Club, and Stitch Fix had failed to attract anywhere near the same interest. Plus, Dollar Shave Club sold blades that paled in comparison to the high-tech razors that brands Gillette and Schick were famous for. Heck, it didn’t even make its own razors! It just bought them wholesale from manufacturers in China and resold them. The billion-dollar price tag was also five times Dollar Shave Club’s expected 2016 revenue—a near-unprecedented multiple for a retail startup.

So why did Unilever pay such an unprecedented price tag? As forward-thinking analysts began to explain, it wasn’t about revenue. It was about the company’s relationships—with customers, and consumers at large. Relationships that began with possibly the greatest startup launch video of all time.

Dollar Shave Club’s Origin Story

In 1990, a group of comedians that included Amy Poehler, Adam McKay, Ian Roberts, and Horatio Sanz had created an improv group called The Upright Citizen’s Brigade (UCB). Before long, the UCB had its own Comedy Central TV show and served as a talent pipeline to Saturday Night Live. As class offerings expanded, it became the destination for the thousands of young creatives who stumbled out of their college acting classes and into the bright lights of New York City each year.

In the early 2000s, Dollar Shave Club founder Michael Dubin was one of those young creatives. For eight years, he honed his craft at UCB while working in various television and marketing jobs. In December 2010, he found himself at a Christmas party talking to one of his father’s friends. The conversation took an unexpected turn, and before long, the family friend was asking him for help selling 250,000 razors he had acquired from Asia. (We’ve all been there, right?) The conversation would have weirded a lot of people out, but it gave Dubin an idea. What if he started a service that would eliminate the expense and hassle of selling razor blades? What if they just showed up at your door each month for $1 each?

Faced with the challenge of getting the startup off the ground and attracting investors, Dubin knew that he had to speak to men like him. Men who were fed up with a razor monopoly that forced them to pay more than $20 for just a few blades. And so he bet big on what he does best. He created a hilarious video to connect with his target audience and cast himself as the protagonist in the Hero’s Journey of his own brand.

“Are our blades any good?” Dubin asks in the beginning of the video. “No, our blades are fucking great.”

What follows is 90 seconds of absolute absurdity that nonetheless touts all of the features of Dollar Shave Club’s razors. There’s a toddler shaving a man’s head, polio jokes, a machete, a clumsy bear, a giant American flag, and perhaps the best “make it rain” scene of all time.

The rough cut of the video convinced former Myspace CEO Michael Jones to sign on as Dubin’s partner. When the video was released on March 6, 2012, it went viral. The startup got more than 12,000 orders in the first 48 hours.

What Dollar Shave Club Got Right About Content Creation

Dollar Shave Club’s origin story highlights something powerful: The economics of marketing are changing quickly, with great content as the ultimate currency. As a result, brands that embrace great storytelling can achieve an incredible advantage over their competition.

The principles behind Dubin’s success aren’t new. Companies have always told stories to drive sales. From the very first barters made to the present day, that hasn’t changed. But everything else has. The sheer pace of technological change in how we are able to communicate our stories to each other—from the birth of radio a century ago to the hurricane of social media apps that mark the 2010s—can be daunting for brands.

On one hand, it presents a huge opportunity. Content is being published everywhere, and consumers are now immersed in stories everywhere they go. Per comScore, time spent with digital media tripled between 2010 and 2016. At last count, 65 percent of all time spent with digital media occurred on mobile devices, consumed primarily via social networks. As a result, companies that excel at storytelling can reach their target customers more effectively and at greater scale than traditional advertising ever offered—all at a fraction of the cost.

On the other hand, there’s more content now than ever. At a conference in 2010, Google CEO Eric Schmidt revealed that we create as much information every two days as we did in human history up until 2003, a figure that’s only increased since.

As a result, brands can’t create mediocre content and expect to stand out. Half-baked content simply has little chance of breaking through on social or search.

“There’s not a whole lot of value in writing a decent blog post anymore. [There’s not a lot of value] unless you can be pretty extraordinary,” SEO and content analyst Rand Fishkin, who also founded Moz, told us. “Ask: If they’re searching for an answer to a question, would they rather reach your piece of content than anything else on the internet right now? Unless the answer is a slam dunk, ‘Yes, this is 10 times better than anything else out there,’ I’m not necessarily sure it’s worth publishing.”

But when you do create something amazing that stands out? The results are staggering.

Especially when you keep doing it over time.


Brands can’t create mediocre content and expect to stand out.
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How Dollar Shave Club Scaled Its Storytelling

Dubin and Dollar Shave Club continued to crank out hilarious videos that their target audience watched millions of times and shared enthusiastically. One of the best follow-ups, “Let’s Talk about #2,” introduced their new butt wipes product and made more jokes about bears pooping than you ever thought you’d see in a brand video.

It also started shipping The Bathroom Minutes, a small comic newspaper, with every order. And in late 2015, it launched MEL, one of the most ambitious editorial sites ever launched by a brand.

Dollar Shave Club's The Bathroom Minutes

As Contently managing editor Jordan Teicher wrote in The Content Strategist: “MEL is a great example of how ambitious storytelling can stand out if brands stop trying to play it safe. It’s the only place you can read articles like ‘I Went Shark Fishing and Accidentally Caught a Kilo of Coke’ or watch short documentaries about subjects like former Harvard graduates who become medieval fighters.”

In total, these videos helped build an incredibly strong brand and lasting relationships with consumers. Moreover, they helped Dollar Shave Club achieve a financial exit that seemed impossible just a few years before.

As David Pakman, a partner at Venrock and an early investor in Dollar Shave Club, explained: “There are two things that drive multiples: the financial metrics and the story.”

As Dollar Shave Club proved, the right story can make those financial metrics look five times as good.

The Storytelling EdgeThis is an excerpt from the Amazon #1 New Release, The Storytelling Edge: How to Transform Your Business, Stop Screaming Into the Void, and Make People Love You by Joe Lazauskas and Shane Snow. Order it today to take advantage of some awesome bonuses, and sign up for the free storytelling course based off the book.

This post is part of a paid sponsorship between Contently and Convince & Convert.

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Who Are the Best Content Marketing Speakers? https://www.convinceandconvert.com/content-marketing/who-are-the-best-content-marketing-speakers/ https://www.convinceandconvert.com/content-marketing/who-are-the-best-content-marketing-speakers/#respond Wed, 24 Jan 2018 14:00:00 +0000 https://www.convinceandconvert.com/?p=148823 Content marketing has a great new event. Jay Baer and Convince & Convert want to know who you think are the best content marketing speakers.

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Who Are the Best Content Marketing Speakers

I am so THRILLED to tell you that the Convince & Convert team and I are partnering with our friends at Uberflip to co-produce Conex: The Content Experience, a fantastic event for smart content marketers in August, in the great city of Toronto.

This is year three of Conex. I was one of the speakers for years one and two, and I was so impressed by how good the event was that I asked to partner and co-produce with Uberflip in 2018, and into the future. Plus, I’m an investor in Uberflip (I love their Content Hub technology), so it’s a natural fit.

For my entire career, my rule has been “do not produce events.” Too much time. Too many details. I speak at dozens of events every year, but have never produced one—until now. Why the change? Six reasons:

1. Conex Is Intimate

We’ll have 750 to 950 people at this year’s event—big enough to be dynamic, but small enough to interact and network.

2. Conex Is a BLAST!

Uberflip is known for being irreverent, and some say the same about me and my team. From the first minute until the last, this event is going to be fun.

3. Conex Is Super Relevant

Uberflip helps tons of companies succeed with content marketing. So does my firm. Plus, I’ve written multiple books on the subject, and produce The Content Experience show, which is all about content marketing success. This event is for content marketers and is put together 100 percent by content marketers.

4. Conex Is a Very Strong Event

Terrific speakers teaching the latest and greatest content marketing tips and tactics. There’s no fluff. NO PANELS. No bad speakers. All meat. No bun.

5. Conex Is in a Killer Location

Toronto is one of North America’s great cities. There’s so much to do, and it’s very easy and affordable compared to many big places in the USA. Also, it’s super convenient, and there are reasonably priced flights for just about everyone. And the event itself is at the remarkable Royal Conservatory of Music’s TELUS Centre for Performance and Learning. Beautiful!

And perhaps most importantly . . .

6. Conex Is a Great Deal

Until February 15, full conference passes are just US $499. (Save $400 on this early bird deal.) There is simply no better value for a content marketing event, in my estimation.

Plus, for just another $300 you can add a pre-conference workshop called “How to Create the Perfect Content Marketing Editorial Calendar.” Tickets are limited to about 50, and it will sell out because this exclusive workshop is being taught by the tremendous Anna Hrach, one of the Analysts on my team here at Convince & Convert.

I just approved the curriculum for this workshop, and we’ve loaded it with our best stuff. Tons of value!

The Content Experience event for content marketing

I am 110 percent sure that if you’re in content marketing, you will LOVE this event. I want you to be there. We’ve got a while until Conex kicks off August 20, but I wanted to make sure you knew about the January 31 cutoff for the very best price.

The Best Content Marketing Speakers

I believe in Conex so much so that I’m co-producing it and helping select the speakers.

And that’s where I need your help. I want to know who YOU think is a great content marketing speaker. Who is super interesting, and relevant, and smart, and awesome? Who do YOU want to see on stage at Conex?

I would be very grateful if you’d leave a couple of recommendations here. If you do, I promise you I’ll do whatever I can to get them to Toronto.

If you have any questions at all about the event, our workshop, or anything else, just ask here. Either me or Kelly Santina, our Head of Operations, will answer back right away.

Many thanks. Hope to see you in Toronto. Remember, best price ends February 15.

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The 10 Content Marketing Commandments for 2018 https://www.convinceandconvert.com/content-marketing/10-content-marketing-commandments-for-2018/ https://www.convinceandconvert.com/content-marketing/10-content-marketing-commandments-for-2018/#respond Wed, 10 Jan 2018 14:00:00 +0000 https://www.convinceandconvert.com/?p=148662 Content marketing success is more elusive than ever. More competition. More cynicism from audiences. Artificial intelligence and robots being used to create hyper-relevant, just-in-time content. This game isn’t easy. Our consulting team helps big brands figure it out and make content marketing succeed disproportionately. And if we can help you, let’s talk. Meanwhile, as we […]

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The 10 Content Marketing Commandments for 2018

Content marketing success is more elusive than ever. More competition. More cynicism from audiences. Artificial intelligence and robots being used to create hyper-relevant, just-in-time content.

This game isn’t easy. Our consulting team helps big brands figure it out and make content marketing succeed disproportionately. And if we can help you, let’s talk.

Meanwhile, as we kick off a new year, I’ve been keeping track of what the team and I tell our clients, and how we advise them to do content better. I collected them here, in this list of the 10 Content Marketing Commandments for 2018.

1. Thou Shalt Not Engage in Random Acts of Content

Have a strategy and an editorial calendar, and stick to it.

2. Thou Shalt Not Be a Content Coward

The only way you can really succeed is to be someone’s favorite blog/podcast/video/webinar/email. And that only happens if you have the courage to be SPECIFIC about your topic and point of view. Content that’s about everything is about nothing.

3. Thou Shalt Not Embrace False Metrics

Content consumption (views, downloads, plays) is a symptom of success but is not the sole measure of it. The goal is not to be good at content. The goal is to be good at business because of content. (More on the four types of content metrics here.)

4. Honor Thy Audience as a Messenger

Human beings trust one another far more than they trust companies. It is wise to find ways to encourage customers and partners to create content; it is often more successful and persuasive than company-created content.

5. Thou Shall Be Mobile-First (For Real)

We know mobile is important. But mobile-first means that you use the mobile view as the primary visual canvas. After all, if you say “mobile-first” but you’re constantly using a 34-inch, 4K monitor to create everything, you’re not really mobile-first, are you?

6. Thou Shall Create Talk Triggers

Same is lame. If you’re going to the trouble of making content, wherever possible do so in a way that creates conversation. Talk Triggers are purposefully created differentiators that make word of mouth involuntary. Here’s a great one from LinkedIn. Talk Triggers is also the title of my new book with Daniel Lemin, coming October 2.

7. Thou Shall Atomize Content

Take your big, tent-pole content executions and deconstruct them into a series of smaller, nimbler content executions. For clients, we use the 1:8 Principle: Each big piece of content should spawn at least eight smaller pieces of content. This approach makes your content execution much more efficient.

8. Thou Shalt Not Cross-Post

While atomizing your content, however, you should not be posting the exact same thing in multiple places. Audiences choose a platform or content archetype for a reason, and to not customize and optimize your content for each disrespects their choice, and rarely succeeds.

9. Thou Shalt Not Pray at the Altar of Volume

Creating more content is not a measure of success. Creating just enough content to exceed your business objectives is the goal. In fact, creating too much content (e.g. sending too many emails, posting too often on social) often has a negative impact on results.

10. Thou Shall Covet Moving Pictures

Video. video. video. video. If it doesn’t move, it may be a snooze.

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How Content Marketing Can Save Newsjacking https://www.convinceandconvert.com/baer-facts/how-content-marketing-can-save-newsjacking/ https://www.convinceandconvert.com/baer-facts/how-content-marketing-can-save-newsjacking/#respond Wed, 03 Jan 2018 14:00:00 +0000 https://www.convinceandconvert.com/?p=148566 From Jay Baer, 4 ways content marketing is a better way to implement a newsjacking strategy, in comparison to social media.

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How Content Marketing Can Save Newsjacking

Timing is everything.

This is more true than ever today, as the atomic half life of brand communication continues to shrink, victimized by algorithmic masters that dole out attention like Pez.

The massive flood of content created every second of every day about every topic and happening results in overwhelming competition for attention, as has been well-documented by Mark Schaefer, and others.

The antidote—at least in some circles—is newsjacking. Coined by David Meerman Scott in his book of the same name, where he defines the concept thusly:

Newsjacking is the art and science of injecting your ideas into a breaking news story so you and your ideas get noticed.”

The important part of this definition is “breaking news story.” The intent of newsjacking as originally conceived is that your brand’s angle is the second paragraph in traditional media coverage of whatever is happening. The actual story is paragraph one.

Newsjacking was published in late 2011, and became deservedly popular, especially among public relations practitioners who saw it as a reliable recipe for merging long-lead story pitching with real-time earned media.

Oreo Killed Newsjacking

Just fifteen months later, however, the now-legendary Oreo Dunk in the Dark tweet was sent. With one tweet, Oreo and their agencies ushered in the era of “real-time marketing,” and “RTM” disciples rushed to set up Twitter war rooms to capitalized on every trending hashtag.

This shifted the notion of newsjacking from a way to get earned media coverage to a way to get more likes and shares on owned social media outlets. In short, Oreo’s Dunk stunt moved newsjacking from a PR tactic to a social media tactic.


Oreo's Dunk in the Dark tweet shifted newsjacking from a PR tactic to a social media tactic (unfortunately).
Click To Tweet


This post from the Get Spokal blog illustrates the outcome. Nearly every one of their 15 newsjacking examples is a tweet, and essentially none show evidence of earned media coverage whatsoever (other than perhaps trade press talking about the clever tweet, thereby earning ego points among marketing peers, but not creating any real business value).

I am not a fan, and have never been a fan, of this kind of marketing. (In fact, my post “17 Mostly Failed Brand Tweets from The Oscars” is still one of the most-read posts in the history of this site.) For more, here’s a short video rant on why most brands are trying to hard to be clever, in real-time.

My three biggest problems with real-time marketing are:

  1. Expensive to execute as you need always-on personnel + software
  2. Ripe for missteps, especially when brands try to jump on hashtags and trends spawned from misfortune (as I covered comprehensively in “The 3 Social Media Rules for Death and Tragedy“)
  3. Minimal impact. Even done well, do these real-time tweets create customers or keep customers? It feels so often like social media marketers doing marketing for the enjoyment of other social media marketers, and we don’t play that game at Convince & Convert.

Content Marketing Can Save Newsjacking

But all is not lost for the newsjacking premise. Today, it is easier than ever to create on-trend content in nearly real-time. With everyone carrying around a mobile production studio in their pants at all times, there’s not much excuse for not being able to produce content on the fly, beyond inertia and corporate process obstacles.

Further, with the one-click availability of live video, creating reaction content that inserts your angle into a breaking news story is as easy as making a sandwich (maybe easier if you insist on using a panini press).


4 ways using #contentmarketing for #newsjacking is better than #socialmedia http://bit.ly/2EPLhRW
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This approach—using content marketing for newsjacking rather than social media—has multiple advantages:

  1. Can more fully express your ideas, especially with video
  2. Can host the content marketing somewhere and give it a longer shelf life. Also, strong SEO benefits if the trend/story persists long enough for search traffic to accrue
  3. You can still use social, but instead of social BEING the newsjack, social AMPLIFIES a more substantial piece of content that inserts your angle into the story
  4. If desired, more ways to promote the newsjack with paid. Given that most social media newsjacks are on Twitter, your options for paid are… Twitter. With a content marketing newsjack, you can use paid Twitter, Facebook, IG, Linkedin, SEM, display, etc.

Anyone Can Use Content Marketing for Newsjacking

You do not need to be a big brand with an in-house video studio to engage in this form of content marketing as newsjacking. In fact, from a nimbleness perspective, I might argue that you’re better off being a small and scrappy business that can turn on a camera and record without sign-offs and hand wringing.

Dr. Tim Wood of Mission Family Chiropractic in Kelowna, British Columbia is a terrific small business example of content marketing newsjacking.

This year, the Kelowna area—the major city in Canada’s Okanagan region—has received a tremendous blanket of snow, far more than is typical for this area. Local media scrambled to cover the storms, with advice and counsel for local residents and visitors.

The last time this happened was in 2015, which was when Dr. Wood created his content marketing newsjacking: a video showing local residents how to shovel snow without injuring their backs:

It’s a useful, safe, three-shovel approach that I’m going to try next time we get a lot of snow here in Indiana!

KelownaNow.com is a large digital media platform for the region, and when this year’s snows rolled in, they discovered Dr. Wood’s video and promoted it on their site, and in their social media.

Newsjack accomplished!

Lessons from This Newsjack

  1. Your content marketing newsjack attempt does not need to be highly polished. In fact, it’s authenticity is probably higher if it’s not perfect
  2. Unlike social media newsjacks, if your content marketing is actually useful and has a home (Youtube, in this case) its newsjacking potential persists. Remember, Dr. Wood’s video was shot two years before it was picked up by local media
  3. If and when your newsjack succeeds, re-amplify it yourself. This is the one flaw I see in Dr. Wood’s execution, as he did not re-post the video to his own social channels, even after it was picked up in the press.

Newsjacking was originally about earned media through real-time public relations. It was co-opted by social media to become more about “riding the hashtag” but that has limited upside and potentially large downside, in my estimation.

Instead, since we now have the ability to make credible content marketing (especially video) instantly, use that opportunity to pursue a newsjacking strategy that is rooted in content marketing, with social media as the amplification layer.

Big hat tip to my friend Jan Enns for bringing this case study to my attention, via a Linkedin post. 

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How to Recycle Old Content to Increase Your Conversions https://www.convinceandconvert.com/content-marketing/recycle-old-content/ Wed, 27 Dec 2017 18:45:45 +0000 https://www.convinceandconvert.com/?p=147962 Most writers focus more on generating new posts than analyzing what they've already created, and that's a shame: Your old content is a huge asset.

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How to Recycle Old Content to Increase Your Conversions

I’ve been blogging for more than ten years now, and I thoroughly enjoy the process. However, one thing that I dislike about blogging (especially if you blog a lot) is how easy it is to neglect your old content.

Imagine this: You spend hours and days researching the topic and writing an article to never come back to it after a year or two of active blogging. Only a couple of my articles from all those 10 years of writing keep coming back to me (they are still being referenced by others, and I get reminded of them through monitoring my name and seeing blog trackbacks). Most of my content goes down into the blog archives, and I seldom or never go back to look at it again.

And most bloggers I know are like that. They are more focused on finding new topics and writing a new article than analyzing if they’re doing their best to utilize what they wrote in the past. And it’s a real shame: That content you wrote a few years ago is a huge asset. It has already accumulated some authority through backlinks coming over the years, and it may be getting some clicks too. You may be one step away from seeing a solid boost in traffic coming its way. Or you may be losing conversions because that older content doesn’t have your up-to-date calls-to-action.

In either case, make old content optimization part of your monthly (or at least quarterly) blogging routine—that can boost your conversions without you having to write a brand-new article. Here are a couple of ideas.


Make old content optimization part of your monthly (or at least quarterly) blogging routine.
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1. Brainstorm Ways to Generate More Conversions for Your Best-Performing Old Content

Have you checked your most successful content recently? You probably have, but here’s a quick reminder: Do it! And if you use Google Analytics, it’s very easy! Go:

 Behavior > Site Content > Landing pages

Select “Source/Medium” as a secondary dimension, and increase the number of rows to at least 100 to get a better picture.

From there, brainstorm the best way to optimize your best-performing content for more leads not to lose that traffic.

The secondary dimension will help you come up with the most suitable conversion optimization option. For example, if you see [organic traffic] as the referral traffic for a particular landing page, you may want to add your primarily call-to-action (search traffic converts well in most cases). If you see that StumbleUpon sends clicks to one of your blog posts, your safe bet is to assume those are lurkers, so give them the easiest CTA you can come up (e.g. one-click email sign up, Facebook page like, etc.)

Here are a few more ideas.

Use Your High-Ranking Content to Drive More Clicks to Your Landing Page

The easiest way to optimize your well-performing old content is to add an easy-to-notice in-content link to your main landing page. This will also improve rankings of your important money page because internal linking helps pages rank higher in Google.

You can even automate that internal linking (and save time) by using this plugin that links any word to your chosen page whenever it finds it in-content. The plugin hasn’t been updated for a while, but it works fine for all my blogs. You can set it to link only once per page (in case that word is used several times within one article) which is something I usually do to avoid linking too much:

Add an In-Content Call-to-Action

Another pretty non-intrusive way to add in-content call-to-action without being too “salesy” is to use a so-called two-step opt-in option. With a two-step opt-in, readers don’t see a form right within content and have to click a link for it to load.

The two-step opt-in option is based on the concept known in persuasion psychology as “foot-in-the-door tactic” which means that once users click a link inviting to sign-up and download, they feel more inclined to actually convert. Saying yes to a small request (e.g. clicking the link that invites to subscribe or download) predisposes you to say yes to a bigger request (e.g. to complete the form and opt-in).

This is a very popular in-content conversion optimization tactic because it doesn’t force opt-in forms inside the content and thus looks very legit.

Add Your CTA to Visuals

You already use visuals within your articles. Why not make them part of your conversion funnel? Images catch the eye, and adding a quick CTA will not hurt their visual appeal. Here’s a great tutorial on adding more actionable context to your images.

You can try other alternative lead generation channels using visual and interactive content. Flipsnack is one example I’ve tried. With it, you can turn any PDF file into a mobile-friendly flipbook, embed it within your content, and activate a lead gen option to collect emails from those engaging with your flipbook.

2. Re-Optimize Your Content to Get More Traffic

While you are there looking through your best performing content pages, you are likely to notice some of your content not performing as well as you’d hope. It may still get clicks, but you naturally want more.

Save those URLs to explore what you can do to improve their performance, especially when it comes to search referral traffic. That one is usually there to stay.

Optimize for a Group of Keywords to Diversify Rankings

The first step is to analyze if you are doing your best when it comes to selecting the most effective keywords. Run your usual keyword research routine based on each article topic and identify some phrases that may have some potential. If the topic is not too specific, you may want to cluster (i.e., group) those keywords to optimize your content for several of them.

Keyword clustering is the process of categorizing your keyword lists by a more specific topic. Topvisor is a great tool for understanding the concept of keyword clustering. It organizes overwhelming keyword lists into groups, giving me a clear overview of topics that can be united into separate categories. It’s a great tool to make sense of your niche queries helping you brainstorm content more effectively:

It’s a great tactic for re-addressing your old content rankings and making sure your blog posts target a group of related keywords instead of just one. These powerful SEO plugins for WordPress can also help you optimize your old content more efficiently.

Use DrumUp and ViralContentBee to Bring Fresh Social Media Shares

Social media platforms help on many levels, not just shares and clicks. They put your content out there, again and again, driving fresh mentions and links. (Both help in rankings, building trust and, thus, conversions.) The tools I am using for all my content, old and new, are:

DrumUp is a social media management platform that supports Twitter, Facebook, and LinkedIn. My favorite feature is the ability to rotate Twitter shares for my articles to schedule them weeks and months ahead. For example, choose to re-publish any tweet 30 times every 30 days, and you’ll see it in your feed every month for two years. Of course, you can set how often and how many times you want the tweet to go live:

You can also add that tweet to your library to find it easily after years have passed and bring it back to your Twitter feed with one click.

ViralContentBee [Disclaimer: This is the project I co-founded] is a free platform that puts your content in front of active social media sharers. One of the biggest benefits of using it is that, as long as you keep adding credits to your content, it will rotate your content again and again, bringing you fresh shares to your older (but still useful) content.

I have about four years worth of content rotating there, and I see it shared to this day, bringing ongoing traffic. Apart from the obvious benefit (of putting my content in front of more people who can link to it), these social media mentions also bring that content to my attention. This encourages me to update it if anything becomes out-of-date or to write a follow-up.

Good luck making the most of your old content!

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Your 21-Point Blog Post Search Optimization Checklist [Infographic] https://www.convinceandconvert.com/content-marketing/blog-post-search-optimization/ https://www.convinceandconvert.com/content-marketing/blog-post-search-optimization/#respond Mon, 18 Dec 2017 15:06:22 +0000 https://www.convinceandconvert.com/?p=148285 This four-phase approach to search optimization is the key to keeping your blog posts relevant. Get all the details in one handy infographic.

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Your 21-Point Blog Post Search Optimization Checklist

Once, while interviewing search marketing meister Andy Crestodina, I declared “search engine optimization” is a misleading phrase. My POV is this: You don’t (or can’t) optimize the search engine. All you can optimize is the content you publish.

Andy responded, “I think we should just call it ‘indicating relevance.’ I always say this phrase. We should rename SEO ‘indicate relevance.’”

Tasty, eh?


You can't optimize the search engine. All you can optimize is the content you publish.
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Andy provided some precious and essential tips in that interview. Since then, I’ve paid close attention to advice content leaders in the search field have offered about search optimization for blog posts.

One such leader is Alexa (yes, the Alexa ranking people). They’re actually an Amazon company. I saw Alexa marketing manager Jennifer Johnson had come up with a smart, four-phase approach in her post Blog SEO Tips: How to Write SEO Friendly Blog Posts, so I submitted my plea to the company to create an infographic based on it.

The idea, of course, was to organize the information visually into its four phases and make it a simple resource for bloggers. The result: Your 21-Point Checklist for Optimizing Blog Posts for Search.

I love it. I think you will too. If you do, please share it.

21-Point Checklist for Blog Post Search Optimization

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7 Decisive Differences Between Strong and Weak Content Marketers https://www.convinceandconvert.com/baer-facts/7-decisive-differences-between-strong-and-weak-content-marketers/ https://www.convinceandconvert.com/baer-facts/7-decisive-differences-between-strong-and-weak-content-marketers/#respond Wed, 13 Dec 2017 14:00:00 +0000 https://www.convinceandconvert.com/?p=148193 Why do some content marketers succeed and others fail? Jay Baer analyzes new research and identifies the gaps that matter.

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7 Decisive Differences Between Strong and Weak Content Marketers

Our friends at Content Marketing Institute and MarketingProfs have released their 2018 B2C Content Marketing Benchmark and Trends Report. As always, it’s stuffed with interesting facts and figures. I have always found this research to have a good pulse on the reality of the content marketing business, and this year is no different.

I encourage you to read the entire report. It’s worth the time.

But the specific element of this year’s research that I found most interesting is the data comparison between “most successful” and “least successful” content marketers.

Note that these are self-identified labels. If a survey participant characterizes their organization’s content marketing approach as “extremely successful” or “very successful,” they are classified as a “most successful content marketer” in this research. Conversely, if the respondent claims their organization is “minimally successful” or “not at all successful” at content marketing, they are classified as a “least successful content marketer” in the report.

It’s also important to recognize that the participant pool is not vast—195 total for North America. And, while I have no evidence of this, I strongly suspect that people who think they are good at content marketing are more likely to take a detailed survey about content marketing versus people who think they and their company are mediocre or worse at it.

With those caveats in place, let’s look at seven areas where there are interesting gaps between what “most successful content marketers” think and what “least successful content marketers” think.

1. A Commitment to Content Marketing

Nearly all (93 percent) successful content marketers say their organization is extremely or very committed to content marketing. This is a huge contrast with the least successful content marketers; just 23 percent of them say their organization is similarly committed.

This isn’t a surprise, right? If the company believes in content marketing, the chances of that content actually working are likely to be much improved.


Successful content marketers are more than 3X more likely to work in a company committed to content.
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2. A Documented Content Marketing Strategy

The rallying cry of last year’s report was to “document your content marketing strategy.” This seems to have worked, as this year’s research shows a strong uptick in written strategic plans. The gap between the most/least successful content marketers isn’t quite as large in this area as in commitment, but it’s still huge: 59 percent of the most successful say they have a documented strategy, compared to just 18 percent of least successful content marketers.

Again, this adds up. If the company is committed to content, they probably have a documented plan for it. It is interesting, however, that one out of every three successful content marketers appears to still NOT have a strategy, which seems like dancing on the edge of knife, at least to me.

3. A Large Budget

Among the successful content marketers, more than one quarter of total marketing funds (26 percent) go to content marketing. For the least successful, 18 percent. Now, 18 percent of all marketing is still a hefty chunk, and the difference between 18 and 26 points isn’t enormous.

I look at it this way:


Money alone can't buy you content marketing effectiveness, but it doesn't hurt.
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However, the least successful content marketers seem to believe there’s a correlation between budget and effectiveness. Why? 45 percent of them plan to increase content marketing spend in the next 12 months, compared to 35 percent of the already successful content marketers.

4. Realistic Expectations

82 percent of most successful content marketers say their organization has realistic expectations about what content marketing can achieve. Fewer than half as many of the least successful content marketers say the same (40 percent).

This one may be a self-fulfilling prophecy, as the survey respondents themselves may be the ones setting internal expectations. However, it would appear that commitment level and realistic expectations go together in the content marketing success formula, in most instances.

5. Enough Time

Multiple studies of content marketers (and digital marketing on the whole) show that time pressure is the most common frustration for these professionals. This seems similar to the luxury of realistic expectations. Content marketers who think they are successful also universally believe they have enough time to do their job well.

The phrasing in the study is, “Agrees that leadership team gives ample time to produce content marketing results.” When answering that question, 80 percent of most successful content marketers said “yes,” compared to just 36 percent of the least successful content marketers.


Having enough time to create good content is a major factor in content marketing success (new research)
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6. Strong Project Management

This one makes a ton of sense, and the gap between the most/least successful content marketers is Kanye-West-ego large. When asked, “Our project management flow during the content creation process is excellent, or very good,” 56 percent of most successful content marketers said “yes,” versus just 11 percent of their least successful brethren.

Project management acumen (and presumably, software) is evidently a big factor in content marketing success.

7. Quality Is More Important Than Quantity

This one fascinates me. 84 percent of successful content marketers say that they either always or frequently prioritize content quality over content quantity. This is almost double (43 percent) the response percentage among least successful content marketers.

I’m not entirely certain how respondents judge quality versus quantity, as I’d argue that successful content IS quality content. After all, this isn’t a fine arts project, as I ranted about earlier this year.

Yet, it’s remarkable that focusing on quality correlates so precisely with the most success/least success divide.

Summary of the Decisive Differences Between Strong and Weak Content Marketers

Strong content marketers have these advantages:

  • Organizational support, as evidenced by commitment to content, a documented strategy, and budget.
  • Practical thinking, as evidenced by realistic expectations and a focus on quality.
  • Robust process, as evidenced by strong project management, and enough time to create good content marketing.

Are some people just better at content marketing than other people? Of course. But, based on this new research, it appears that organizational values, structure, and support are also major drivers of content effectiveness. I see that as a sign of a maturing industry, don’t you?


Good content marketers have more company support, budget, time, and better project management culture
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Make sure to read the entire 2018 B2C Content Marketing Benchmark and Trends Report. And thanks to Content Marketing Institute and MarketingProfs for their hard work in putting this together every year.

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Are You Overlooking This Powerful YouTube Ranking Signal? https://www.convinceandconvert.com/content-marketing/youtube-ranking-signal/ Mon, 11 Dec 2017 14:45:23 +0000 https://www.convinceandconvert.com/?p=147475 Your video's YouTube ranking lives and dies according to how long viewers spend watching it. But there's another major ranking signal that may surprise you.

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Are You Overlooking This Powerful YouTube Ranking Signal

Many social networks today like Facebook, Instagram, and Snapchat support video, so YouTube may seem like yesterday’s news. For many businesses, however, it still offers the best opportunity to reach your target audience via video.

YouTube users arrive ready for video content. They’re more likely to stick around longer—provided the video holds their attention and fulfills its promise. This is quality relationship building time. Furthermore, Google loves YouTube videos, and you can compete for a spot in those rankings with videos of your own.

YouTube by the Numbers

YouTube is still one of the web’s largest search engines. According to YouTube:

  • The community has one billion users—about one-third of all internet users.
  • YouTube reaches more 18 to 34 and 18 to 49 year-olds than any cable network in the U.S.
  • You can navigate YouTube in 76 different languages, which covers 95 percent of the internet population.
  • People watch a billion hours of YouTube every day.

The Ranking Signal You Need to Know

Knowing just how vast YouTube is, you might feel intimidated when trying to compete. How can you ensure the widest possible audience sees your video? Of course, you can promote your YouTube video through a variety of avenues, like paid advertising or social promotions—but there’s one often-overlooked action you can take that will feed into the most powerful organic ranking signal on YouTube. And I’m not talking about basic optimization techniques like video titles, descriptions and tags (though YouTube descriptions offer a little-known opportunity to help you obtain featured snippets in Google).

It’s no secret that the average time people spend watching a video is among the most important organic ranking signals within the YouTube platform. However, there’s something you may not know: YouTube doesn’t just care about how much of a video someone watches. YouTube cares about how much YouTube video in total someone consumes in a session.

For example, if a person were to start a YouTube session watching one of your videos and then continue to watch other videos (whether in your channel or those submitted by other parties), the total time they end up spending on YouTube affects the rankings for your video and your channel. That means the ranking power of your channel and videos surges when your video sparks a lengthy YouTube session—even if a viewer spends much of that time watching other users’ videos.

If, on the other hand, they watch most or all of just one of your videos and then leave, that’s certainly good for that particular video, but it doesn’t have as powerful an effect as when a person goes from one video to the next.


YouTube cares both about watch time per video and overall length of a watch session.
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3 Ways to Optimize for This Important Signal

Here’s how to optimize for this organic ranking signal and encourage longer YouTube sessions amongst users.

1. Make sure most of your videos are in playlists. When a video lives on a playlist, another video from the same playlist will play after the current video finishes. If your videos are engaging, your playlists are well put-together, and you’ve captured a viewer’s attention throughout the first video, viewers will be more likely to continue their YouTube sessions.

2. Keep the majority of your videos brief and laser-focused on their core topics. If you lose the viewer’s attention, it’s likely they’ll click away from the video and YouTube altogether. Wistia posted some research on optimal video length in 2016 here, but remember, the best length for your content may vary.

3. Use paid promotions on YouTube. Metrics such as watch time on the videos you pay to boost engagement count towards the ranking power of your channel. This is an excellent reason to use paid promotion on YouTube. As you get better at targeting, you’ll uncover the slice of YouTube’s audience most likely to enjoy your videos. You’ll attract more views and longer watch times, which impact the organic search aspect of your YouTube channel.

YouTube has been around for more than a decade, and it continues to be a place where people go to consume video content—even with all the other choices out there. Take the time to optimize your video marketing using the steps I outlined today, and you may just see your YouTube visibility grow enormously.

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4 Fixes for More Effective Content Marketing https://www.convinceandconvert.com/content-marketing/more-effective-content-marketing/ https://www.convinceandconvert.com/content-marketing/more-effective-content-marketing/#respond Wed, 15 Nov 2017 14:00:00 +0000 https://www.convinceandconvert.com/?p=147688 It's time to fix your broken content process, think beyond the blog, and embrace a more effective content marketing strategy.

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4 Fixes for More Effective Content Marketing

The myth of content marketing runs deep.

We still think that if we build it, they will come. But we’ve proven time and time again that this strategy doesn’t work. It’s time to fix that.

My team at Convince & Convert and I today are releasing a new ebook:

4 Ways to Fix Your Broken Content Marketing

A Guide for Thoughtful Content Marketers

This ebook isn’t a magic bullet for making your content marketing work. That doesn’t exist, unfortunately. What we do instead is take you through a step-by-step guide on how to define a data-driven content strategy that reaches your audience with relevant, timely, and useful content.

Once you’ve got that dialed in, we show you how to think beyond the blog and into more exciting content types that you can experiment with depending on your specific goals and outcomes.

Ultimately, I want you to have a clear framework for what to publish, when, and how so that your content marketing efforts will actually do something for your business—not just sit on your site growing mold. This way, you’ll involve the right people, tools, and resources to make meaningful connections.

Enjoy!

Provide your name and email address, and you’ll get instant access to the ebook when you confirm subscription via email. The download will start right away, so be sure to check your downloads folder or wherever your file downloads normally land.


How often are real people creating your content?
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4 Ways to Fix Your Content Marketing

The ebook has 55 slides and is divided into four sections, one for each of the big fixes you need to get your content marketing on track.

Fix Your Content Topics: Is what you’re creating relevant enough?

Fix Your Content Formats: Are you making content in the modes your audience prefers?

Fix Your Content Creators: How often are real people creating your content?

Fix Your Content Amplification: How does anyone know your content marketing exists?

I know you’re going to love this ebook. The content atomization cheat sheet alone (pages 29–32) is super detailed by itself. Please give it a look, and leave your comments below.

Thanks as always!

Download 4 Ways to Fix Your Broken Content Marketing:

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4 Ways to Fix Your Broken Content Marketing https://www.convinceandconvert.com/content-marketing/4-ways-to-fix-your-broken-content-marketing/ https://www.convinceandconvert.com/content-marketing/4-ways-to-fix-your-broken-content-marketing/#respond Wed, 18 Oct 2017 14:00:00 +0000 https://www.convinceandconvert.com/?p=147006 Marketers still imagine that if we build it, they will come, despite growing evidence that this strategy doesn’t work. It’s time to fix that.

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4 Ways to Fix Your Broken Content Marketing

The myth of content marketing runs deep.

We still think that if we build it, they will come. But it’s been proven time and time again that this strategy doesn’t work. It’s time to fix that.

My team at Convince & Convert and I today are releasing a new ebook:

4 Ways to Fix Your Broken Content Marketing

4 Ways to Fix Your Broken Content Marketing: The Thoughtful Marketer’s Guide

This ebook isn’t a magic bullet for making your content marketing work. That doesn’t exist, unfortunately. What we do instead is take you through a step-by-step guide on how to define a data-driven content strategy that reaches your audience with relevant, timely, and useful content.

Once you’ve got that dialed in, we show you how to think beyond the blog and into more exciting content types that you can experiment with depending on your specific goals and outcomes.

Ultimately, I want you to have a clear framework for what to publish, when, and how so that your content marketing efforts will actually do something for your business, not just sit on your site growing mold. This way, you’ll involve the right people, tools, and resources to make meaningful connections.

Enjoy!

Provide your name and email address, and you’ll get instant access to the ebook when you confirm subscription via email. The download will start right away, so be sure to check your downloads folder or wherever your file downloads normally land.

The 4 Fixes

The ebook has 55 slides and is divided into four sections, one for each of the big fixes you need to get your content marketing on track.

Fix Your Content Topics: Is what you’re creating relevant enough?

Fix Your Content Formats: Are you making content in the modes your audience prefers?

Fix Your Content Creators: How often are real people creating your content?

Fix Your Content Amplification: How does anyone know your content marketing exists?

I know you’re going to love this ebook. The content atomization cheat sheet alone (pages 29–32) is super detailed by itself. Please give it a look, and leave your comments below.

Thanks as always!

Download 4 Ways to Fix Your Broken Content Marketing:

The post 4 Ways to Fix Your Broken Content Marketing appeared first on Convince and Convert: Social Media Consulting and Content Marketing Consulting.

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