Content Marketing Round-up — Listening & Learning Edition
Apr 27, 2015
In the last Content Marketing Round-up, we learned how continuous failure will help you succeed, meaning you should focus on long-term trust over short-term gains. Here you’ll find four industry articles, focused on creating value for audiences and constant learning, and our thoughts on each.
What Developers can Learn from Designers – While developers and designers are working side-by-side on the same projects, there are many things they can learn from one another. This article dives into the differences between the two jobs and highlights what skills designers have picked up on that would be useful to developers.
Our take: Developers and designers are trying to accomplish the same goal: Create something to help people solve a problem. So what can developers learn from designers? That there’s an actual person using the product—UI and look and feel matter. To solve peoples’ problems, you have to combine great engineering with great design.
Brad Jackson, Director of Development
Content Marketing is NOT About Content – This article makes some bold statements, like “content marketing is not about creating and distributing ‘valuable, relevant content.’” But the reasoning behind these opinions are worth a read, as it dives into what content marketing is really about.
Our take: This article is clickbait, but still worth a read. And don’t stop at the article’s end. Read the comments. The author argues that content marketing isn’t about content…it’s about creating value through different media. Split hairs much? Isn’t that the point of content marketing? But the author was smart in other ways: He referenced an industry pundit (Joe Pulizzi, who responds to the piece in the comments..) and linked to his company page, which, of course, I clicked on (with many others, I’m sure) to determine the credibility of the author. So if his goal to was to 1) increase visibility and 2) get users to his site, consider it a success.
Cait Smith, Executive Strategy Director
There Is No ‘One Size Fits All’ for Content Marketing – You can’t apply one brand’s content marketing strategy to another. As Forbes contributor Daniel Newman notes, “cookie cutters don’t work”. Read his thoughts on how a brand’s personality, not clones of one another, can help reach company goals.
Our take: It’s absolutely true that one size doesn’t fit all in regard to content marketing. And if anyone gives you a magic number of Tweets or blog posts or any other action to take per week to find success you should run—as fast as you can—in the other direction. But if that’s the case, then how do you know what formula—what mix of content and channels—is the right one for your own success? Well, that starts with listening rather than creating.
If you know your audience (and the value you can potentially provide to them) start listening to them… for the language they use, their needs, their concerns and so on. That will help you determine how to inject your point of view and personality into the conversation. But also listen for pace of the conversation and the timing of messages. That will help you determine how much content to create and to what level of detail. And finally, become more aware of the channels in which the conversation is happening, and what type of content is most engaged with. That will help you understand what type of content to spend your time making.
What this leads to is more agile marketing – basing your content creation and placement more on opportunity rather than to a rigid adherence to a specific number.
John Lane, Chief Strategy Officer
How to Promote Your Blog More Effectively [Infographic] – Want to increase the number of views for your blog? According to this infographic, there are nine tactics for powerful promotion – from targeting key influencers to investing in your content’s design.
Our Take: This entire article is great – and highlights some important common-sense rules, including the importance of relationship-building in promotion [read: don’t be a spamhole] but what really stuck out to me was this:
‘Writing awesome content is nice, but not doing proper keyword research upfront is probably the most common mistake I see.’
While you don’t want to have your entire article, blog posting or other piece of content end up like Joey’s adoption letter on Friends (i.e. creating a jumble of crap by only using commonly searched words and terms), we definitely should have a basic understanding of what people are searching for and what terms they use when searching. This not only increases our content’s inherent ‘findability’ but also means we’re actually paying attention to what people are searching for online.
Erin Grohs, Executive Strategy Director
It’s important to remember that you never have to—and probably should never—agree with every sentence of every article! We don’t always agree 100 percent, but it’s still so key to keep up with industry trends as they so quickly evolve.
Reach out to us on social media with your thoughts on these individual articles or our takes. We’d love to hear from you! And in the meantime, keep your eyes open for the next round-up.