What Adobe’s Latest Acquisition Says About the Future of Marketing

Marketers love sharing “content” as part of campaigns, especially the free sort, like social media commentary or videos created by happy customers. That obsession inspired marketing software company Adobe’s Tuesday buyout of Livefyre, a startup that names dozens of large consumer products companies like Coca-Cola, Hallmark, Kimberly-Clark, and Warner Music Group, as its customers. Terms…


Twitter Marketing Tip 7

Step up your social media game with this Twitter marketing tip to get you standing out from the competition:

Share Content More Than Once 

Not everyone can be on Twitter at all times, and most people won’t make a point of visiting your profile in case they missed something, so don’t feel shy about sharing your content multiple times.

On average, your second post of a piece of content will receive 86% as much engagement as the first time you Tweeted it. 

An added bonus of this is that you can experiment with different text or images when sharing the content and compare performance to help with your Tweeting strategy going forward. 

For example, Tweets with URLs in the middle are 26% more likely to get retweeted than Tweets with URLs at the end. If this isn’t something you’ve tried on a previous Tweet, give it a go now. 

If you like this Twitter Marketing Tip you might also like these Twitter Marketing Tips:

This Twitter Marketing Tip 7 page was posted “By Mike Armstrong”

Content Marketing Altering the Future Predicted in ‘Minority Report’

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Content Marketing Altering the Future Predicted in ‘Minority Report’
by christopherjanb
marketing-2054-how-content-will-save-coverJust 13 years ago, Steven Spielberg’s Minority Report envisioned the year 2054 as one in which marketing and advertising are so invasive that holograms make frenzied, customized sales pitches to people as they walk through the mall.

In an unnerving scene, protagonist John Anderton’s eyes flashed as retina scanners identified him from a customer database and pushy holograms pitched him items based on his previous purchases, personal attributes, and preferences.

We still have almost 40 years to go until the film’s setting, but it’s already pretty obvious what the screenwriters got right about the future of marketing (big data, personalized ads) and what they probably got wrong – aside from our endless cultural obsession with holograms. Hollywood often shows us how exotic technologies might revolutionize well-worn concepts like display advertising (or heck, even malls), but how well does it predict the totally new concepts that might replace them?

The inescapable sales chatter in Minority Report’s mall scene was meant to raise privacy questions, making 2002 audiences uncomfortable with how much marketers might know about each consumer in the future. To marketers, the scene demonstrates the potential of big data and why marketers need a complementary personalization strategy to make a better first impression.

Now, cue content marketing, which provides value to people and businesses researching their purchases. Its softer approach may be the thing that spares us from the suffocating ad bombardment Spielberg’s film predicted.

One marketing channel is always on
In 2015, businesses have a content channel from which their target audiences never walk away: mobile.

Last November, mobile ad company Flurry found that Americans now spend nearly three hours per day on their mobile devices – more than they spend watching TV. Even more remarkable is that mobile time jumped almost 10 percent in just nine months. As wearable technology enters the mainstream in 2015 and beyond, one would expect that mobile time would grow.

Today, most of us sleep within reach of our smartphones, continuing to read them late at night and first thing in the morning. If a question comes into our heads as we hit the pillow, we have to Google it before we can fall asleep. It’s not difficult to imagine that these habits may even affect our dreams.

According to a Salesforce Marketing Cloud study, searching for information online is the third most frequent activity performed on mobile devices – surpassed only by checking emails and text messages, and more popular than social networking.

If someone in your target audience has a problem that you can solve, the only important question is whether your content is relevant and comprehensive enough to be the best answer on the web during your prospects’ mobile searches. That is the difference between tons of business and very little.

We know quality content is increasingly important to marketing, and that trend is likely to continue as search volume creeps higher. So how could this affect the way marketing is practiced later in the 21st century? Or is 2054 marketing already here?

Advertising will build a better case for products and services by figuring out whom and what we trust
Unilever Senior Vice President of Marketing Marc Mathieu says, “Marketing used to be about creating a myth and selling it and is now about finding a truth and sharing it.”

Minority Report was right to imagine advertising messages tailored to individuals based on their behaviors, interests, and purchase histories. But rather than using unknown virtual sales assistants to make the pitch, today’s brands highlight social media recommendations from our friends and colleagues. If those aren’t available, they send us the kinds of stats or stories to which we have a history of responding.

Expect this trend to continue as our homes become populated with web-connected technology. In 2054, if you start preparing Korean barbecue tacos with Huy Fong chili paste on your “smart” countertop, the kitchen interface may ask if you want to share this recipe with friends. These friends might receive an ad informing them that you use this brand and a list of the recipes you’ve made with it – or even a video of you putting the meal together.

Big brands will purchase virtually all major media companies
In the short term, media companies will continue to amass portfolios of niche and special interest publications to increase ad revenue. This makes them increasingly attractive to major brands, which are starting to see the media outlets as a way to immediately acquire engaged, targeted audiences to whom they can advertise directly.

Many people might consider this to be a dystopian future for journalism – one that would scare away readership. But the Content Marketing Institute’s Joe Pulizzi does a good job of explaining why brands might actually do a better job of delivering quality content than today’s media owners.

The things you talk about will influence the type of content marketing you see
If you use Gmail, you know that Google has been serving you ads relevant to the topics discussed in your emails for years. The same concept is expected to be applied to wearable devices that will be able to transcribe your conversations. Advertisers already can tell some of our interests by analyzing our hashtags and follows on Twitter and Instagram. But as image-recognition technology improves, brands will be able to understand what we care about by identifying the subjects of our photos and videos.

Content will be delivered based on our activities and emotions, not just our location
Location will continue to determine the kinds of ads we see. For example, our favorite local retail store may send a mobile notification about a sale to us as we walk by the shop. Wearables also will give businesses plenty of other data such as heart and perspiration rates, and even emotional states so they can determine when content might be welcome and when it might be considered a nuisance.

Some brands will invest in wearable products primarily for the potential to create content relationships that strengthen brand loyalty. Imagine receiving a personal evaluation and video tutorials on adjusting your running style from a fitness brand after jogging in your new Ralph Lauren fitness tracking shirt. Or maybe your future shirt “learns” you typically run between 6:45 and 7:30 a.m., starting at the intersection of Damen and Wabansia streets. So a brand monitoring your wearable-tech shirt emails you a blog post about the best breakfast foods to eat before a run and lists stores and restaurants near the beginning of your route that are open.

And if we leave our Microsoft HoloLenses at home, we won’t be harassed by holograms
After all, public three-dimensional projections look the same to everyone and isn’t mass messaging a bit old-fashioned?

Want to learn more about the future of content marketing? Check out the CMWorld 2014 sessions available through our Video on Demand portal and make plans today to attend Content Marketing World 2015.

The post Content Marketing Altering the Future Predicted in ‘Minority Report’ appeared first on Content Marketing Institute.

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Content Marketing Altering the Future Predicted in ‘Minority Report’ page was posted “By Mike Armstrong”

Can You Grow Your Organic Traffic Without Generating Content?

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Can You Grow Your Organic Traffic Without Generating Content?
by christopherjanb
content marketing

Did you know that the average web page that ranks on page 1 of Google has at least 2,000 words of text?

That means if you want more organic traffic, you have to create tons of content, right?

What if you don’t have a content bone in your body—does that mean that you’re out of luck when it comes to your rankings?

There has to be another solution…

Luckily for you, there is. Before we get into that, let’s first dispel the myth that you have to generate more content to grow your organic traffic.

Does more content mean more organic traffic?
When you think of the best ranking sites on the web, which ones come to mind? Sites like Wikipedia, The New York Times, Huffington Post, and Mashable, right?

The reason all of these sites rank so well is because they have thousands—if not millions—of pages with unique content. In general, if you create more content, you’re giving search engines more keywords that will help them rank your site.

word count

If you look at the image by SerpIQ, you’ll see that the average web page that ranks on page 1 of Google contains at least 2,032 words (see link). And when you look at the top three positions, you’ll notice that those web pages have at least 2,400 words.

When you start dissecting the keywords that most of these content-rich sites rank for, the majority tend to be long-tail keywords. Just look at Quick Sprout: 91% of my organic traffic is generated through long-tail terms due to the fact that I write content on anything related to marketing.

long tail traffic

But that doesn’t mean you can’t get rankings if you don’t produce content. Take UpWorthy as an example: they get millions of visitors from search engines when they rarely write more than 100 words of content on a page.

If you search for the phrase “unrealistic bodies,” you’ll see UpWorthy with the first spot on Google.

upworthy rankings

What’s even more impressive is that the body of the post contains only 55 keywords.

You may say that “unrealistic bodies” isn’t a popular search term. And it isn’t. But UpWorthy is competing with 19 million other web pages that also rank for that term. Which means they must be doing something right…

Plus, it’s not the only search term they rank for. They rank for 17,112 more popular terms according to SEMrush. And some of these terms are indeed popular… such as “Rosa Parks” or “Robin Williams.”

But UpWorthy still generates content
I know what you are thinking… UpWorthy only gets organic traffic because they generate content. And sure, they may not create as much content as Wikipedia, but to some extent they still create text-based content.

Airbnb, on the other hand, also generates millions of organic visitors a month, and they rank for competitive terms like “vacation rentals.”

If you look at Airbnb’s home page, what don’t you see? You don’t see much content.

airbnb homepage

Even when you look at listing pages, the only content you see is short descriptions and reviews, both provided by users. The user-generated content might be helping them rank, but it doesn’t perform as well as it would if it were Airbnb-generated content.

Just look at this warning I got from Google last year…

google warning

It shows that Google knows the difference between user-generated content and content created by the website owner. Still, Airbnb ranks for long-tail terms like “Brookstone apartment by Central Park.”

airbnb rankings

And if you want to see a site that ranks well but contains little to no content, check out WhitePages. Just perform a search, and you’ll see that their listing pages contain little to no content, yet they rank for competitive terms like “people search.”

So, what’s the secret to ranking high if you don’t want to focus on content generation? It’s backlinks.

Do backlinks help with rankings?
What Upworthy, Airbnb, and WhitePages have in common is they have a lot of natural backlinks pointing to their websites. When I compared them to QuickSprout.com using my analyzer tool, I saw that both sites have more organic traffic than Quick Sprout even though Quick Sprout contains web pages with more in-depth and longer content—over 2000 words per page.


If that doesn’t help convince you that links are important, consider this: Moz asked 120 search marketers what they felt impacts a site’s ranking on Google. Can you guess which factor they listed as most important?

rankings analysis

As you can see from the chart above, links are the most important factor (see link below). Twelve out of the top 15 ranking factors were all link-related.

When you look at these popular sites that contain thousands of backlinks and little to no content per page, you’ll also notice that they have something else in common…

They have a lot of web pages indexed. Airbnb has around 45 million pages indexed; Upworthy has close to 10,000; and WhitePages has 105 million.

So, how can you grow your organic traffic without generating more content?

How to grow your organic traffic
Just like Airbnb, Upworthy, and WhitePages, you can get hundreds of thousands—if not millions—of organic visitors per month as long as you do the following:

Build more pages – whether your pages are content-rich or not, you need more web pages. The more pages you have, the higher your probability of ranking for more long-tail terms.
Make your pages count – if Google doesn’t like the content quality on your web pages, you will get slapped with a Panda penalty. To avoid this, you want to utilize technology that helps you create valuable web pages, like White Pages has done. Or you can choose to focus on creating user-generated content such as reviews, like Yelp and Airbnb have done.
Press builds links – UpWorthy, Yelp, and Airbnb all did a wonderful job getting media exposure. By getting mentioned on sites like The New York Times, not only were they gaining traffic but they were also building up their backlink profiles, which helped their search engine traffic. To get media exposure, you can either hire a PR agency or use a free service like HARO.
Be proactive – there are dozens of ways to build links if you are willing to put in the time. This article I wrote recently breaks down seven tactics such as leveraging Quora or using broken link building. And if you find yourself with more free time, check out this guide on link building.
Be patient – if you aren’t writing in-depth articles, your search traffic won’t grow that quickly. In the long run, you can still gain organic traffic, but don’t expect miracles overnight. I remember when I first started checking out Airbnb, they were getting over 100,000 visitors a month from search, and most of the organic traffic came from people searching their brand name. Things are different now, but it took time.
You can grow your organic traffic without generating content. It won’t be as easy as leveraging content marketing, but it is still possible.

Just look at companies like Apple, Microsoft, IBM, and Amazon. They all receive millions of organic visitors a month, and none of them truly focus on blogging. Instead, they focus on creating great products or services.

If you want to grow your organic traffic and you don’t want to create content, focus on building backlinks. It’s the best way to generate more search traffic, even though it is hard work.

How many backlinks does your site have?

For more including images and charts see:

Can You Grow Your Organic Traffic Without Generating Content page posted “By Mike Armstrong”

What You Need to Know About Content & Influencer Marketing in 2015

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What You Need to Know About Content & Influencer Marketing in 2015
by christopherjanb
influencer co-created content

Influencer Marketing was a hot topic in 2014 and will continue to gain momentum in 2015 for both B2C and B2B marketers, especially when it comes to content co-creation.

“Why” the warm and fuzzy for influencer content you ask? According to CMI and MarketingProfs, over 90% of B2B marketers are investing in content marketing. Yet, in an age of information overload where 74GB of data are delivered per person, per day (USC), standing out to business buyers can require unreasonable budgets and resources.

Inspired by the need to scale content marketing performance, a growing number of B2B marketers are creating better quality content that gets shared more often, reaches more prospects and grows their influencer network – all at the same time. How so? Through influencer content programs.

Influencer Content Marketing Case Study:
Content Marketing Wonderland eBooks

In 2014 TopRank Online Marketing worked with Content Marketing Institute to create an influencer content program to promote the Content Marketing World conference. The campaign theme of “Alice in Wonderland” aka “Content Marketing Wonderland” borrowed from the conference theme of “Beyond Storytelling”.

The program involved 40+ marketing industry influencers from major brands including: Altimeter Group, Caterpillar, Indium Corporation, charity: water, Bittorrent, Bed, Bath & Beyond, SAP, John Deere, Lattice Engines, Kapost, Progressive Insurance, Boeing, MarketingProfs, ExactTarget, Copyblogger, Red Hat, Facebook, EMC Corporation, Cisco Systems, Tumblr, Microsoft, LinkedIn, Dell, Content Marketing Institute, NewsCred, Kraft Foods and more.

Develop an opportunity for influential speakers to participate in content creation that would promote their presentations, the CMWorld conference and create a useful and infotaining resource for all marketers interested in content marketing. The underwriting sponsor for the program was Curata.

Influencers were drawn from the roster of nearly 200 speakers for the event. Based on criteria, influencers were identified, qualified, recruited and engaged to provide advice according to one of 4 themes (Content Marketing Strategy, Audience Development, Visual Content, Content ROI) that coincided with the programming of the event.

Insights provided by the influencers were compiled according to theme into 4 Visual eBooks. Each eBook was complemented by a long form interview with select influencers and posted here on TopRank’s Online Marketing Blog. Each Visual eBook was also supported with an infographic (4 in all) featuring Tweetable quotes from each influencer.

Content Assets Included:

Content Marketing Strategy eBook, infographic, long form interview and blog post
Audience Development eBook, infographic, long form interview and blog post
Visual Content Marketing Strategy eBook, long form interview and blog post
Content Marketing ROI eBook, infographic, long form interview and blog post
All assets were supported with social shares on Twitter, Facebook, LinkedIn and Google+ from participating influencers, CMI, Curata and TopRank Marketing.

Primary objectives for the program were conference awareness and speaker/influencer exposure measured by page views, and leads for the underwriting sponsor. Leading up to the conference (mid Sept), the eBooks earned thousands of social shares, over 145,000 views on SlideShare and 20,000 page views on TopRankBlog. By the time the conference was held, there were 2,000+ PDF downloads, 800 leads and 200+ event referrals.

All campaign assets remained live for several months after the campaign and the total views, downloads and leads as of Dec 30, 2014 were:

218,971 Total eBook Views:
4,023 Total eBook PDF Downloads:
1,040 Total Leads Captured
The net result of the program was substantial and sustained exposure for the conference, speakers and sponsor leading up to and after the event. Of course TopRank Online Marketing benefitted from exposure through virtually every single content asset, social share and download resulting in numerous inquiries and several ongoing consulting engagements and projects. Overall it was a successful campaign and is the reason we’re producing another conference eBook program for CMI in 2015 – the 5th year in a row.

Along with this case study, I’ve realized that we’ve literally written an eBook-worth of content on the topic of influencer and content marketing.

If you’d like to make working with influencers and co-created content a more productive part of your digital marketing mix in 2015, here are 18 posts to get you up to speed from strategy and planning to winning a budget to tools to performance measurement and optimization.

The Fallacy of Influence – Lee Odden
8 Things You Need to Know About Influencer Marketing – Brian Larson
How Content Plus an Influencer Network Can Grow Your Business – Emily Bacheller
The Hidden Value of Influencers in B2B Content Marketing – Lee Odden
How to Get Executive Buy-In for Your B2B Influencer Marketing Program – Brooke Furry
Customer & Influencer Research in Social Media – Lee Odden
Influencer Marketing and Content FTW! 7 Steps to Co-Created Awesome – Lee Odden
9 Tools to Discover Influencers in Your Industry – Lee Odden
Influencer Marketing in 5 Simple Steps – Jesse Pickrain
The Power of Influence in Content Marketing – Lee Odden
Content and Influencer Marketing is A Powerful Way to Grow Your Business – Lee Odden
5 Tips on Crowdsourcing Your Brand’s Influence – Nick Ehrenberg
Influencer Outreach – 5 Ways to Fail – Lee Odden
How to Incorporate SEO and Influencer Content – Lee Odden
How a Shift from All SEO to Social & Influencer Content Boosted Page Views by 500% – Lee Odden
B2B Marketing Innovation: Tips On Creating Social Influence in B2B Marketing from Alan Belniak of PTC – Lee Odden
The Truth About Influence in B2B Marketing from Master Strategist Paul Gillin – Lee Odden
New Report: How Content Co-Creation With Influencers Beats Information Overload – Lee Odden
If that isn’t enough, here’s info on an upcoming presentation on influencer and content marketing I’m giving for the fine folks at BMA Colorado on February 11th, “Create Demand and B2B Marketing Influence with Co-Created Content“.

In the presentation, I’ll talk about best practices and how we’ve worked with organizations like Content Marketing Institute, MarketingProfs and LinkedIn to leveraged influencer content programs to attract and engage business buyers.

Some of the takeaways include:
– How influencer content creates solutions for multiple audiences
– How to identify, qualify and recruit the right influencers
– How co-created, modular content is planned, collected, assembled and repurposed
– How to inspire co-creators to help amplify your content
– How to use the Attract, Engage, Convert model for influencer content performance optimization
– Best and worst practices when working with influencers on an ongoing basis

Of course, if you’re not in Denver, then here’s a variation on that presentation that I’ll be giving at the B2B C2C conference in Scottsdale, AZ on February 17th, “B2B Content at Scale – How to Create a Competitive Advantage by Crowdsourcing Marketing Content with Influencers“.
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For more including images see:

The What You Need to Know About Content & Influencer Marketing in 2015 page was posted “By Mike Armstrong”

5 Steps to Run Effective Large-scale Content Projects

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5 Steps to Run Effective Large-scale Content Projects
by christopherjanb
5_Steps_Large_Scale_Content_Projects_CoverLarge content projects involve lots of content creation, be that content in the form of words, images, or videos in a relatively short time. Is such a project on your road map, but you’re not sure where to get started? Or maybe you work in a business that produces only small amounts of content, but you’ve always wondered what goes into erecting the girders of large content production projects. I’ve worked on my share of large-scale projects. Think writing 1.6 million words in 12 weeks, auditing 3,000 URLs in 50 days, and updating 910 hotel websites weekly. It’s not always pretty, and it’s not always easy, but it is definitely doable and – dare I say – even enjoyable if done correctly.

Operationally, there are a lot of moving parts to consider when setting up a large-scale content production team. The larger the project, the more opportunities exist for Murphy’s law – what can go wrong will go wrong – to show itself. It’s important that you take the time to properly lay the foundation to guide and support a great team of content producers before beginning your content production. Although this post primarily focuses on the production of textual content, the principles can easily apply to other content forms, including images and videos. Similarly, many of the core principles can apply to smaller production teams.

1. Properly vet content producers
The content is only as good as the people who create it. It is critical that you pinpoint people who are creative yet task-oriented to complete the job by deadline according to your specifications. Evaluate experience and ability in light of the available budget. One main factor that could affect cost and quality is the type of writer you need – a generalist who is an all-around good writer with a broad base of experience who can do research to educate herself and write for a lay audience, or a true expert who is deeply knowledgeable on a subject and can really explain the nuances or cutting-edge issues for a specialized audience.


Some people assume that writers and editors are interchangeable, but this is not the case. You need a team where each role – from writer to project manager – has specific skills. With any writing, editing, or proofreading role, you want to ensure that candidates have experience, employ proper grammar and punctuation, and can share a portfolio of their work. However, you can’t stop there. Here are some additional standout qualities unique to each position:


Creativity in brainstorming ideas and giving a fresh perspective
Quick and efficient research skills
Accurate and interesting work

Proven ability to coach and lead small teams
Willingness to provide feedback in a positive manner
Ability to balance the big-picture focus and organization of the article while still attending to small but important grammatical details
Willingness to daringly reorganize items and/or cut items
When vetting writers and editors, we often ask them to complete a writing-and-editing test in addition to providing work samples. These tests usually yield more accurate results because they require on-the-spot creation with the provided subject matter. This small time investment by writer or editor candidates is usually worth it when they want to acquire a large amount of work from you. However, don’t rely strictly on the test. We’ve found that some highly specialized writers may have a wealth of information to share, but also may need a strong editor.


Attention to detail and organization
Ability to stick to proofreading and not rewrite a piece or edit for content (it’s harder than it sounds)
Project manager

Experience guiding teams through content creation projects
Workflow mapping and editorial calendar creation experience
Familiarity with relevant technology
Proven ability to juggle many different items at once
Ability to communicate and answer questions
Capability to coach, teach, and lead teams
Fearlessness in pruning non-performers from the team
Attention to detail and organization
Proven writing and editing experience
2. Develop a content style guide
Create a content style guide that is shareable with both your client and contractors/employees. The style guide should not be about how to do it (see No. 3 on training materials for that), but rather a what-to-produce document. Style guides often offer the guidelines on format, logo size, logo color, font type, etc. A content style guide certainly can include those elements, but it also focuses on the vision of the content, including:

Target audience
Strategic objectives
Tone, voice, and style
Samples of approved work
Examples of pieces that don’t make the cut (sometimes these are even more helpful than approved pieces)
Examples of tactical items such as headline format, meta data, and specific grammar and usage rules
3. Develop training materials
The better your training materials are, the less time you will spend providing feedback and revisions, and the happier your client will be with the end product. Create a detailed training manual and instructional videos that should be the ultimate reference guide for the project. The manual should be required reading for all contractors and employees working on the project. Focus on:

Audience: Address new-to-the-project contractors or employees; don’t make knowledge-based assumptions.
Pathways: Write for multiple roles (e.g., writers, editors, proofers, project managers).
Process: Clearly spell out workflow and who does what when.
Checklists: Provide role-specific checklists and focus on the most important items each role must perform.
Samples: Provide several samples of quality work.
Screenshots: Provide lots of screenshots to illustrate instructions; pictures are easier to digest and remember.
Table of contents: Provide organization and easy access.
Appendix: Provide further detail if needed.
Instructional videos are hugely useful in training large teams; they distill the information in the training guides into quickly digestible image and sound bites. Videos don’t have to be super polished as they are meant as internal resources to help content producers catch the vision for the project and understand the ground rules. You can use inexpensive software like Camtasia, KnowledgeVision or Adobe Voice to create helpful training videos. Create a series of four- to five-minute videos that focus on specific topics or specific roles (e.g., writer, editor, proofreader).


4. Establish clear deadlines, chain of command, and workflow
Make sure each contractor or employee is provided with clear assignments and deadlines, and understands the importance of meeting those deadlines. Clearly state ramifications if deadlines are missed. Each person on the project should have a direct supervisor to whom he can go with questions, problems, emergencies, etc. Limit the number of people reporting to each supervisor so the project stays manageable. The bigger the project, the more small teams you need to keep production chugging along. Keys to a smoothly running project:

Content management system: Use an easy-to-understand and constantly accessible online tool (your own CMS or Google Drive) to provide access to assignments and deadlines.
Communicate: Provide updates when assignments or deadlines change. Setting expectations early and reminding often are key.
Workflow: Make sure all roles know when and how to share their work with the next person to work on the content. Map a crystal-clear workflow (and include in your training documentation).
5. Provide feedback regularly
It’s important to provide feedback to writers and editors early in the process. Put a team system in place so every writer and editor’s work is reviewed promptly and revisions are guided and double-checked. This prevents the log-jam effect wherein writers are toiling away on their third or fourth piece only to be told their first piece was done incorrectly. They have to go back and revise all the pieces. It’s much easier to revise one piece first and then do the rest correctly than it is to revise three or four pieces and still produce pieces five and six to stay on schedule.

Project managers or senior editors should coach new writers and editors through the process, providing clear and specific feedback about ways their work is making or missing the mark (remember, positive feedback can be just as helpful as critical feedback). Project managers should actively look for:

Dead weight: There are some poor or non-performers in every large-scale project. Set criteria in advance for what dead weight means to your project and be prepared to make cuts accordingly. Criteria could include:
o Number of revision requests by the editor or project manager

o Number of mistakes in the copy

o Number of missed deadlines

Shining stars: There will always be people who are very good at the project and there might be some who can advance to new levels of value. These can include:
o Writers who might make good editors

o Writers or editors who might make good senior editors or project managers

o Contractors who might work great for future or other projects going on within your company

Finally, quality assurance should be a continual part of the process. Don’t assume that once everyone’s been vetted, instructed, reviewed, and coached that production will stay top shelf. That opens the door for Murphy’s law. Stay vigilant, performing random quality assurance checks on all work at various stages – writing, editing, and proofreading.

Large-scale content production is a complicated business, but organization and pre-game planning can make the difference between success and failure. There are hiccups in every project, but by following these five steps, you will be well on your way to setting up a top-notch content production team.

Want more instruction on how to manage today’s biggest content marketing challenges? Sign up for the Content Marketing Institute Online Training and Certification program. Access over 35 courses, taught by experts from Google, Mashable, SAP, and more.

The post 5 Steps to Run Effective Large-scale Content Projects appeared first on Content Marketing Institute.

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5 Steps to Run Effective Large-scale Content Projects page posted “By Mike Armstrong”

How to Know When You Need a Content Marketing Agency

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How to Know When You Need a Content Marketing Agency
by christopherjanb

Content marketing agencies don’t try to compete with the full-service marketing agencies. They aren’t the be-everything-to-everyone resource, but they do offer unique value to a cross section of the business community that can benefit from an agency dedicated to content.

Here are five situations where this specialized service might be what the business needs:

1. Early-stage startups that need a flexible marketing solution
You worked out your business plan, logo, website, and all that important stuff. You have seed or Series A funding, but still need to be frugal. Until you receive a more significant investment round, you’re not ready to hire a full-time marketing employee.

You can pay a retainer to a content marketing agency and gain a dedicated content solution that can be customized to meet your evolving needs. Look for agencies that allow clients to modify their retainer packages at least quarterly to allow for the flexibility that a startup requires. Content marketing agencies can assist with planning your online marketing strategy. They can assist in developing written content that meets the diverse needs of a startup, including web copy, case studies, blog content, and white papers. Because your marketing strategy may evolve quickly, an agency gives you the ability to tap into a pool of talent that can be scaled to meet your company’s demand.

2. Mid-sized or large organizations without sufficient internal resources
You’ve got a solid marketing strategy, but when it comes time to execute, you don’t have staff members who have the time to produce content along with all the meetings, trade shows, and other tasks on their plates.

A content marketing agency can collaborate with your internal team to create the content on your editorial calendar, including working with your CEO and subject-matter experts to create blog content and demand-generation papers on their behalf. However, as CMI’s Michele Linn points out, if you don’t have executive buy-in for your content marketing efforts, it will be difficult to tie in an outsourced provider’s work with your larger marketing strategy. To be most effective, it can be helpful to first plan a content marketing strategy and rough editorial calendar internally before you contract with an agency. In addition, a several-month trial run with an agency can help you determine how successful the effort is, and whether it may be worth investing in a full-time employee to assist with content marketing.

3. Organizations with temporary staffing challenges
If your marketing manager just put in her two-week notice or needs to take a three-month medical leave, your blog, and other content marketing efforts don’t need to take a hiatus. A content marketing agency can fill the gaps to sustain your content efforts.

When possible, it’s important to bring in the agency while your employee is still working. While an agency’s role may be limited to content development, it is important to give the agency a clear picture of the company’s overall messaging and voice so that it can develop appropriate content to meet your goals. Many agencies are willing to step in for a set duration, which can be much more fruitful than hiring a temporary employee who is likely on the hunt for a full-time job.

4. Business professionals who want to build their industry reputation
Many business professionals, including CEOs, consultants, doctors, attorneys, and other leaders, want to build or manage their reputations online, but don’t have the time to blog regularly. Hiring a content marketing team to ghostwrite content on your behalf and develop an influencer outreach strategy can be an ideal solution. It’s important to ensure that your content accurately supports your opinions, so you can’t put your strategy on autopilot. By collaborating with an agency to identify the key messages to share with a broader audience, you can build your reputation with minimal time investment. If the agency acts as your ghostwriter, it is important to have a non-disclosure agreement.

5. Marketing agencies without in-house content marketing expertise
You may not have the content expertise to complete a client project that relies heavily on long-form content because your agency focuses on ad copy and design work. In this case, subcontracting to a content marketing agency can be helpful. You can choose to brand the content as “white-label” content, which does not reveal the content marketing agency’s involvement, or identify it as outsourced work so your client can correspond directly with your subcontracted team. While white-label content may help maintain the image of a firm that can do it all, you’ll need to be careful that you don’t run into communication errors when passing feedback to the subcontracted agency or a project could easily get off track.

If you run a content marketing agency or you’ve hired one for your organization, what are some other scenarios where a standalone content marketing agency might be a good choice? Share your thoughts in the comments.

Want more expert insight on how to address your content marketing challenges? Check out all the fantastic CMW sessions that are available through our Video on Demand portal.

Image courtesy of Joseph Kalinowski/Content Marketing Institute

The post How to Know When You Need a Content Marketing Agency appeared first on Content Marketing Institute.

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How to Know When You Need a Content Marketing Agency page posted “By Mike Armstrong”

30 Quotes From Content Marketing Influencers in 2014

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30 Quotes From Content Marketing Influencers in 2014
by christopherjanb

As a newer member of the TopRank Agency blog team, I spent a good part of my first couple weeks here digging through the past year’s blog posts and getting up to speed with TopRank content and best practices. As I did, I found that I was jotting down quotes and notes that stood out to me — some from industry leaders, and others from up-and-comers I haven’t yet met. In sharing this list with you, I hope that you’ll find the same insight and utility that have discovered.

Here are a just a few (OK, 30) of my favorite quotes from some of the best brains in the business. You may have your own quotes that you remember well from conferences, books or blog posts in 2014. If so, feel free to share!

As you will see, I have categorized my favorite quotes into four topic areas: Strategy, Tactics, Predictions, and ROI. In doing so, I noticed that some people’s quotes fell into multiple categories, also that some individual quotes could have fit more than one category. (I don’t know that this changes the relevance of the quotes themselves, just an interesting side note.)

Content Marketing Strategy

Michael Brenner

“Content is the atomic particle of all marketing across paid, owned, and earned channels. A Culture of Content starts with an obsession of customer.”
Content Marketing Best Practices Report: Creating a Culture of Content


Brian Clark

“The best “native” advertising helps build an audience into a a long-term business asset, and that’s a goal worth spending on in conjunction with owned content creation.”
21 Digital Marketing Trends and Predictions for 2015


Andrew Davis

“Some of the best content has no CTA. There’s an implied action that sparks a new journey!”
A Writer’s Guide: Calls to Action – Tips Inspired by Tweets from Content Marketing World


Gurdeep Dhillon

“Modern marketing is about taking risks and not being afraid to fail. No matter how much we research and study our audience, we’re not always going to hit the mark when we create content. The key is to recognize the failures, learn from them, and move on. And the way to do this is simple … measure everything!”
How to Build a Content Marketing Strategy eBook


Kevin Green – Dell (client)

“Many people forget how new search and SEO really is to the average user. Most digital marketers are still thinking in terms of keywords, but consumers are getting more conversational. Search is getting smarter and more effective at understanding the nuances of a user’s requests and serving them not only the results they are looking for, but in an experience that helps them better discover and learn.

Digital is now the first touch point for the consumer and a channel where the consumer has greater control over what they see and when they see it. In a world where the intended target has limitless choices, it’s up to Digital Marketers to understand the customer journey, customer expectations and desired outcomes from a myriad of scenarios.”
Digital Marketing – What Does It Really Mean? Insights from 9 Brand Digital Marketers


Ann Handley

“Does your content lead readers on a journey, or does it merely stuff them as leads into a pipeline?”
Infographic: How to Grow Your Audience – 10 Tips from Facebook, MarketingProfs, ExactTarget, Copyblogger


John Jantsch

“I believe organizations will go deeper into overall strategy with digital marketing – Chief Digital Officers will help organizations lessen their focus on demand creation and heighten it on organizing an end to end customer journey through digital storytelling tactics.”
21 Digital Marketing Trends & Predictions for 2015


Deanna Lazzaroni (client)

“Social has a powerful way of connecting great minds. Don’t be afraid to tell the world why you’re one of them. Build your brand.”
15 Women Who Rock Social Media at Top Tech Companies – Career Advice & Insights


Rebecca Lieb

“Content strategy is the infrastructure of content marketing. Without answers to ‘why’ & ‘how’ the result is chaos.”
Content Marketing Strategy Infographic – 12 Tips from SAP, Boeing, CAT, Progressive, John Deere, charity: water


Jason Miller (client)

“Standing out is overrated. As a content marketer you really need to ask yourself: “Do you want to stand out or do you want to truly connect with your customers and prospects?” The answer is a balance of the two.”
Rock & Roll Social Media & Content Marketing Interview with Jason Miller of LinkedIn

“We don’t need more content — we need more relevant content,”
Welcome to the Funnel, We Have Leads & Names – Jason Miller of LinkedIn at MnSummit


Joe Pulizzi

“If we only talk about ourselves, we’ll never reach customers”
5 Content Marketing Best Practices Most Businesses Aren’t Doing, but Should! #SMMW14


Mark Schaefer

“Are you human? Isn’t that the essence of how this online world started, why we love social media, and what people expect if you are going to build trust and loyalty? And yet, this is getting increasingly lost in a world preoccupied with traffic, search rankings and automated marketing software.”
5 Must Read Perspectives on Social Media Marketing Strategy


Scott Stratten

“I’m the first person to preach about customer experience, but if your product is terrible, I don’t care if you’re the greatest customer/community believer in the world, it won’t help. We always talk about the importance of social media, of being where the customer conversation is, but we need to tend to our own home first.”

“What it comes down to is transparency in marketing, that’s where the consumer comes in. Marketing is no longer about what brand message the company wants to put out, it’s what the customer thinks. Good or bad. You don’t define your brand. If you want to know what your brand statement is, ask a customer.”
What’s Next in B2B Marketing? #MPB2B Interview with Scott Stratten @UnMarketing


Nazli Yuzak – Dell (client)

“Be prepared to fight the good fight! Social media is still about building human to human relationships. There may be a lot of content to share from your organization but you have to defend the customers’ perspective and make sure that they are being presented with the most relevant content to where they are in their journey.”
15 Women Who Rock Social Media at Top Tech Companies – Career Advice & Insights

Content Marketing Tactics

Ardath Albee

“Let’s say you develop 5 resources to help prospects reach an objective. A prospect reads the 2 resources about and solving a specific problem and a case study about a company similar to theirs, but ignores the 3 that take a different perspective. Now you know exactly what type of information will be relevant to entering into a dialogue with the prospect.”
How to Show Real ROI For Your Content Marketing eBook


Brian Clark

“To please your audience, research their problems & desires, observe their content interactions & iterate.”
Infographic: How to Grow Your Audience – 10 Tips from Facebook, MarketingProfs, ExactTarget, Copyblogger


Jason Miller (client)

“Take your content and treat it like leftover turkey. Slice and dice it and use it in as many ways possible.”
18 More Amazing Search & Digital Marketing Takeaways from #MNSummit

Ann Handley

“Writing doesn’t have to be long to be meaningful. I’d argue that the words we use everywhere – on our websites, on our landing pages, on our LinkedIn profiles and so on – are just as important as the words we use in places we typically think of as ‘writing.’ ”
Everybody Writes: Your Go-To Guide to Creating Ridiculously Good Content – Interview with Ann Handley

Michael Stelzner

“Those that pitch are becoming ignored. A little bit of selling here and there is great, but those marketers who do nothing but sell, sell, sell, are gonna get ignored, dismissed and overlooked by consumers and prospects. Get cracking folks, it’s time to actually care. That means dedicating more resources to things that are harder to track, like answering customer questions and providing more value online.”
21 Digital Marketing Trends & Predictions for 2015


Amy Higgins – concur (client)

“When crafting a blog post, think about the title – if just the title is shared in a tweet, will someone what to read it?”
Content Plus Social is A Sweet Song to Sing – Interview with Amy Higgins of Concur

Content Marketing Predictions

Brian Solis

“I’d love to say that by 2015 we will truly see digital strategies that are integrated across social, mobile, advertising, marketing, comms, et al. But, we won’t. What we will see though is a more conscious effort to bring disparate groups to the table to learn how to collaborate across screens, channels, and moments of truth to deliver ONE experience to customers wherever they are in the lifecycle.”
21 Digital Marketing Trends & Predictions for 2015


Jay Baer

“With content marketing reaching near-ubiquity, the success pendulum will swing toward boosting consumption of content. That will put a new focus on math, testing and optimization as content production and content distribution become equally important.”
21 Digital Marketing Trends & Predictions for 2015


Pam Didner

“The major change for 2015 is NOT about digital marketing. The major change will come from Marketers by Going Back to Basics: reevaluate the target audience, determine what works and what doesn’t. Re-prioritize and be smart about resource allocation and investment.”
21 Digital Marketing Trends & Predictions for 2015


David Meerman Scott

“Marketing (one to many) and sales (one to one) are beginning to use the same techniques of content creation and real-time engagement. The best organizations will not run marketing and sales as separate “departments” but will merge the two functions into one customer facing organization focused on revenue generation.”
21 Digital Marketing Trends & Predictions for 2015

Content Marketing ROI

Joe Pulizzi

“Skip analytics reports for your CMO. Instead, focus measurement reporting on performance: sales, cost savings, and customer retention.”
Infographic: Achieve Real Content Marketing ROI – 10 Tips from CMI, Dell, Kraft Foods, Curata, NewsCred


Michael Brenner

“Content Marketing ROI is no harder than ROI for the rest of marketing. But many folks ask the question more as a defense mechanism for change. You will hear marketers ask this question despite not knowing what the ROI is on the rest of their marketing spend. So start with that benchmark. What is the ROI of marketing? Content marketing ROI is easier because content marketing results are easier than something like advertising.”
Lessons on Marketing Strategy and Content Marketing ROI – Michael Brenner Interview


Mark Schaefer

“The way I measure content marketing success would vary by every customer. I would start with this question — ‘What is the behavior or attitude we are trying to change?’ Usually we can backward engineer from that response to find a set of measurements or leading indicators to determine our progress.”
A Practical Approach to Content Marketing Success – Interview with Mark Schaefer
As I mentioned, if you have any memorable quotes from 2014, feel free to share. There are surely more than 30 I could have pulled from the past year’s archives. I’m looking forward to 2015 at TopRank, where I’m sure I’ll fill a notebook or two with quotes from even more great minds we come across at TopRankBlog.

Top image: Shutterstock

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16 Stats That Explain Why Adaptive Content Matters Right Now

New post on Online Marketing Hub

16 Stats That Explain Why Adaptive Content Matters Right Now
by christopherjanb
folded measuring tape

Big data. Content. Growth hacking. Pivot. Engagement. A few words and phrases that make us want to stick a fork in our eye each time we hear them. Or stick a fork in the eye of the person using the words.

We all hate buzzwords, but it’s hard to get away from them. A phrase sticks and soon a parade that rivals Macy’s is trailing behind it. That popularity begets even more popularity, and, well after the phrase has worn out its original meaning, everyone is using the damn word.

Thing is: behind each buzzword is a meaningful truth. And quite possibly, a trend worth joining. For instance, anyone who jumped on the big data or content bandwagon did not miss out. In fact, they were rewarded.

And I’m going to make a similar statement about the buzzword for 2015: adaptive content. Pay attention.

Adaptive content 101
Some of you might recall the phrase “adaptive content” from the last episode of The Lede podcast. And some of you might recall the difficulty we had defining the phrase. The definitions we shared span a spectrum of ideas.

Garrett Moon from CoSchedule described adaptive content as the idea of creating once, then publishing everywhere, which was at one time NPR’s official content policy (see COPE).

This is a concept we use here at Copyblogger, and we’ve talked about this before with the asset pillar, especially with infographics. That definition is useful, but it’s just a start.

Dig further into the research (what little of it there is) and you’ll probably think to yourself: “This is nothing more than sophisticated personalization.” You know, the email newsletter you get every day that begins, “Dear [your first name]” or Amazon’s recommendation engine.

While this is true about adaptive content, these examples are all rule-based. We tell our machines, “Okay, if he does X followed by Y, then we think he’ll appreciate Z.” Marketers and search engines both want to guess the user intent.

Very primitive. Very clunky. We should be able to do better.

Our hope with adaptive content is to tailor content to a customer’s experience, behavior, and desires. Like a custom-built mold.

In essence, adaptive content is a culmination of everything we’ve been talking about — experience maps, storyboarding, empathy maps — and what we’ve been saying for so long about creating an experience.

Adaptive content merges all these disciplines under one roof.

It’s almost like choosing your own adventure
I’ve got two examples for you. Let’s start with a simple one.

Mars Cyrillo, product and marketing VP at CI&T, pointed to the experience of buying an airline ticket. Normally we’ll go directly to the airline’s website, find the best flight, and then go to Expedia to buy the ticket.

Instead, Mars explains, adaptive content would be American Airlines recognizing that people behave this way, and then delivering an incentive or specific content that would keep visitors on their site.

This could be as routine as a pop-up offering car rentals or hotel rooms at a reduced rate exclusive to the American Airlines website. It just depends on how much American Airlines knows about its customers.

Noz Urbina wrote about another great example on Content Marketing Institute. He describes a wine-tasting adventure with his partner where the winery provided tablets at the table during the event, but that was it.

Fun, but pointless.

For starters, Noz said they could have:

Allowed check-ins by social media (which should’ve been a no-brainer).
Displayed a personalized welcome screen.
Suggested wine lists and accompaniments like cheeses or crackers.
Adapted the micro-copy and tone of the website based on his visit.
But the winery missed the mark, especially this mind-blowing opportunity:

What they should have done was display a personal welcome screen on the tablet that they gave, and allowed people to add items to the shopping cart that would then add to their final bill so that when they went to the cash register, they paid for what they drank there.

That would’ve been adaptive content in action.

And the reason this is so important: We all come to expect this kind of service (just like Noz did). Whether it’s at the gas pump, the golf course, massage parlor, movie theater, or in our living rooms and offices, we all believe that our experiences should be more interactive.

Why? Smartphones.

Some seductive stats
This overly attached love affair with smartphones has been building all along — and is not going away any time soon. Witness:

About 13 percent of Internet traffic comes from global mobile users. In 2009, that number was just one percent. What contributed to this rise in mobile use? Shopping.
Seventy-seven percent of mobile users use search engines and social sites on their phones.
According to a Google Smartphone User study, “88 percent of those who look for local information on their smartphones take action within a day.” Read: smartphone users are highly-motived buyers.
More importantly, nine out of 10 searches on a mobile device end in an action: reservation, purchase, appointment, download.
Commerce success begins with a superb mobile experience. A Compuware study suggested that if you deliver a bad mobile experience, then more than half of those users will not recommend you — and probably recommend the competition instead.
According to Google search data, one-third of all CPG (consumer packaged goods) searches now originate from smartphones. This trend will only continue to rise since, as Google wrote in a 2011 paper called Zero Moment of Truth, “Search is always accessible — from anywhere, on any device and at any given time.”
Deloitte Consulting confirmed the power of smartphones over commerce in a 2013 paper that demonstrated the devices influenced $159 billion of U.S. retail sales in 2012.
But what it comes down to is the merging of the offline and online world as McKinsey stated: “According to published reports, 48 percent of U.S. consumers believe companies need to do a better job of integrating their online and offline experiences.”
Fifty-four percent of U.S. consumers want in-store digital, mobile touch points.
Often the buying phase starts long before the purchase. Eighty-eight percent of consumers research (and these days, the research could start on a mobile phone, laptop, tablet, watch, or pair of glasses) before they buy, consulting an average of 10.4 sources.
Online research efforts often involve visiting online reviews, ratings, and recommendations, which according to Prestige Marketing leads to 105 percent higher conversion rates. Are you taking advantage of ratings and reviews?
Showrooming — when consumers use their phones to comparison shop in stores — is no longer a threat to brick-and-mortars and reverse showrooming — when consumers go online to research products but then head to brick-and-mortar stores to complete their purchases — is actually on the rise (69 percent), creating an opportunity for forward-thinking businesses to capture more sales.
In other words, smartphones rule the commerce roost. In addition, opportunities for creating personalized experiences through adaptive content are abound, as these further studies suggest:

56 percent of U.S. consumers are happy to buy from a retailer that offers a good (not even great, mind you) personalized experience. (Registration required to view study.)
In this 2012 Consumer Search report, 65 percent of respondents said they look to friends, family, and social media for gift-giving ideas. Interestingly enough, 64 percent also said they look to companies to provide that sort of inspiration.
Companies seem to recognize this desire because 94 percent of them say personalization is critical to their success.
And it’s been long known that personalized e-commerce sites can increase conversions by 70 percent.
So the question is: Are you inspiring your customers with this type of personalized experience?

The challenges that lie ahead
Let me highlight some keywords from this data dump: search, website, mobile, personalization, and engagement. These are the key concepts behind adaptive content, which leads me to think the new environment we are in is less about content and more about experience.

As Jerod said in our conversation on The Lede, “It serves up almost a customized experience for them that is different from what another person gets. Each experience is individualized to have maximum impact.”

Of course, experience is built on content.

But adaptive content presents at least two challenges for a marketer:

Implementing the technology.
Creating the content.
The technology is not easy to figure out and will vary depending on each business’s individual needs. That disadvantage, though, is the perfect opportunity for companies to say, “How can we make software solutions to make adaptive content easier?”

The other challenge is finding the resources to create the content. If you have six customer avatars, then you have six different paths, and each of those paths break off two, three, or four different times. You’ve got a lot of content to create.

No problem if there were 48 hours in a day.

So, with those challenges and some unanswered questions before us, in 2015 we will be diving into the deep end of the adaptive content pool. Our hope is to provide answers and solutions for these challenges so we can all be on the right side of cutting-edge marketing and emerging technology.

Welcome to 2015, and stay tuned.

Adaptive content in action
Have you seen businesses successfully employ adaptive content?

Or have you observed missed opportunities for businesses to use adaptive content? What could the companies have done differently?

How can adaptive content help your business create a superior customer experience?

Let’s continue the discussion over on LinkedIn …

Image by Jeff Sheldon via Unsplash.

About the author
Demian Farnworth
Demian Farnworth is Copyblogger Media’s Chief Copywriter. Follow him on Twitter or Google+.

The post 16 Stats That Explain Why Adaptive Content Matters Right Now appeared first on Copyblogger.
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The 16 Stats That Explain Why Adaptive Content Matters Right Now page was posted “By Mike Armstrong”

Content Repurposing Tips

New post on Online Marketing Hub

Falling Behind on Content? Catch Up With These Content Repurposing Tips
by christopherjanb
content marketing repurposing

Remember all that content you were going to have completed before you left for holiday break? Remember the editorial calendar that was going to include all of Q1 2015 that you scaled back to be only January, 2015, that you scaled back to be … well … nothing?

The holidays were great, and you were able to only half occupy your mind with pending work deliverables scheduled for early January. If you are like me, you even planned to use some of your off time to work ahead on a few work tasks, then the holiday events and the family fun got in the way (in a good way, of course).

But you know content is important to your business, and you’re definitely not alone: 86% of B2B companies are using content marketing. If you find yourself behind in your planning of content for your company’s blog these first few weeks after the holidays, you should consider repurposing content that performed well in 2014.

Why Repurpose Content?
Sometimes it’s important to recognize that some of the best content marketing we can produce is already in the works and actually may have done quite well in 2014.

Repurposing can take the form of a summary of successful content, a breakdown of larger content into smaller blog posts, or even a wrap-up of smaller pieces of content into a larger presentation or eBook.

Our own Lee Odden has pointed out five ways to repurpose content. These five repurposing methods bear repeating here.

Turn Powerpoint decks into articles / blog posts
Aggregate email interviews
Break up a long article you’ve had published
Repurpose press releases
Revise old blog posts
Know What has Worked and Why
Have a handle on your analytics and see what is doing best for your blog. At TopRankBlog, Lee identified some of our best social media marketing content to feature in the post Our Top 10 Social Media Marketing Posts of 2014. In looking at our blog’s analytics, Lee saw that the top read blog posts pertaining to social media marketing told a story of varying social networks, as well as social media conference coverage. The post received more than 1,300 shares on social media.

As he compiled this post, it became evident that several of the posts that he was curating were written by different TopRank team members. This offered the opportunity to repurpose the content by asking for input from each of the contributors.

I asked each contributor to the top five posts in Lee’s top 10 list, to share what they learned from putting the post together. These quotes I then used in the post 5 Lessons From Our Top Social Media Marketing Posts of 2014. By bringing in a number of different perspectives into a new blog post, I was able to earn our blog another 1,100+ social shares.

Get It On A Calendar
If repurposing some content buys you time to look ahead a bit in your blogging schedule, we highly recommend that your next step be to put together an editorial calendar. By now you’ve probably learned that editorial calendars and planning are the key to producing consistent content. Many successful marketers are already working off a Q1 2015 editorial calendar and probably have been since just before the end of the year.

There are plenty of editorial plan templates available, and many content management systems and automated marketing tools offer free templates that vary enough so that you can certainly find one that fits your needs.

If you’re looking at basic editorial calendar setup, our friends at Content Marketing Institute provide a great resource to set you up on the right path.

Repurposing On Purpose
To learn more about content repurposing, be sure to check out Lee’s presentation at Social Media Marketing World in March 2015:

How to Create Personalized Content for Specific Target Audiences Without Breaking the Bank.
Creating original content takes resources many small and medium sized businesses don’t have. Content curation and repurposing are great ways to gain more value from content investments, but at what cost to quality? Learn how to plan social content repurposing as a form of personalization that increases content relevancy, efficiency and impact.

For more see:

The Content Repurposing Tips page was posted “By Mike Armstrong”