Content strategy is the term we use to describe the creation and distribution of content, including written and multimedia material. It came into widespread use in the late 1990s, when the internet provided a new platform for content with unprecedented reach. However, content strategy’s history is much longer, and much more compelling, than the history…
Category: Content strategy
Fifty-one percent of companies reported that their top content marketing challenge in 2020 was creating content that generates quality leads. Leads and conversions are key success metrics for content marketing. How can content marketing work without great content? Success happens when the right content reaches the right audience at the right time. The ultimate goal…
We’ve said before that the best way to greet 2021 is to plan, not predict, for the future. A key part of planning? Taking a good, hard look at the events of 2020 and how they affected consumer behaviors. Today, we’re looking at some particularly astute observations about brands and consumers and how these observations…
Most entrepreneurs and marketers understand what they need to do to increase their brand’s visibility. However, the why and how often get lost in the mix. An effective content strategy can help. Some commentators suggest that volume and frequency are the most important elements of successful content marketing. They overlook a number of crucial factors,…
The year 2020 is nearly over, and not a moment too soon. Experts are predicting another tumultuous year for brands and content marketing. These predictions reflect months of unease, as well as the rapid-by-necessity reframing of the sales funnel (and sometimes business models as a whole). But are they helpful when it comes to content…
Startups and other young companies with small teams might view content marketing as a one-two punch: Have a great idea, then publish it, usually on a social media channel. That might work when your operation is small. But what happens when you grow? Adding even one more person to your team or one more priority…