Category Archives: Content Marketing

Girl showing her presentation on content marketing.
Last week we talked about best content marketing resources that introduced you to the world of content creation. Now let’s look at some of the best content marketing tools of 2019 that are used by professionals in the industry every day. Creating content is a process with multiple subtasks – from researching your buying personas, to keyword research, to revising and analyzing your content. We will take you through each step and advise you on the best tools you should integrate within your business. Let’s begin!

Buyer Persona Templates

The buyer persona is a semi-fictional representation of the ideal customer for your business. Establishing the buyer personas for your business is important as it helps you segment your audience and create better marketing campaigns and content. However, it is not an easy task creating the buyer personas. It cannot happen from scratch. You have to base them on thorough research and data. You can include their demographics, behavior patterns, motivations and problems. These are some free tools you can use to create your buying personas:

The Content Marketing Institute has a simplified solution for a template that is easy to use. It urges you to think about the persona’s challenges and goals.

Hubspot has a great free set of templates to download for creating buyer personas that will help your organize the data from your research and present it in a beautiful and interesting way to your marketing team.

UpCloseandPersona provides an interactive way for creating the buyer persona by giving you the opportunity to put in detailed information step by step. It is an online platform that will send you the result via email at the end.

Keyword Research

Keyword research is vital, if you want your content to be noticed by customers and search engines. Often times marketers will assume that they know for sure how their audience is expressing themselves. But you will be surprised. The customers usually use totally different words to find products they want to buy. It is important to know those words, so you can include them in your content and thus connect with the clients.

Ahrefs is one of the best SEO tools out there. Its tools include keywords explorer, content explorer, site explorer, rank tracker, site audit and many more. They are constantly improving and adding more features that will help you create the most searched content on the web. The keyword explorer gives you insights on the most searched words and phrases for your niche. On the other hand, if you add those keywords in the content explorer, you will be able to find out what are most trending topics for your niche.

Generator for Blog Topics

Buzzsumo gives your the opportunity to find trending topics in your particular niche. That allows you to create content that is engaging and interesting for your buying personas right now at the moment. You can also find out what content is trending on social media channels and which of those channels is perfect to promote your business.

Revision of Content

Grammarly is a great tool, if you are used to typing fast and don’t enjoy revising your content. Making mistakes is not an uncommon situation as we constantly write messages, blog posts, work memos, emails etc. This tool checks all your sentences for grammar and spelling mistakes but can also make suggestions about changing the style and tone. It can save you some embarrassing moments along the way for sure!  

Yoast is one of the most popular WordPress plugins for SEO. It helps you optimize content for a keyword, previews and edits meta-descriptions and URL slugs, suggests relevant internal links, etc. When posting a blog post, it will give you full report on what you did right and what you need to improve. It is an “all-in-one” type of tool that can quickly catch SEO mistakes and prompt you to revise your content more thoroughly.  

Organize Your Team

Organization is key! Your team needs to stay organized, if you want work to be done efficiently. Often times, you will have more than one person working on creating a specific piece of content – generating topics, writing an article, revising it, sharing it on social media, analyzing the results, etc. Here come the tools that will help organize the workflow for your whole company.

CoSchedule is a popular editorial calendar that helps you schedule posts on different platforms and assign tasks to your team. It’s a drag-and-drop tool that can be integrated with WordPress and helps you keep your content trending and engaging. CoSchedule also allows you to create weekly schedules for your team, where they can post status updates and comments.

Asana is a another platform that helps teams manage their projects and tasks. You can assign tasks with deadlines, post comments, track working hours and project statuses. It can be used as an editorial calendar as you can add subtasks such as writing, editing, and promoting content.

Social Media

Now that you have created your great content, it’s time to share it to your followers and customers on social media.

Hootsuite is a platform that allows you to manage all your social media accounts in one place. It is so much easier to find, share and curate content throughout all channels with just a few clicks. Hootsuite also monitors all your posts and gives you data how to boost and improve them.

Email Marketing

As you share your content on social media, it’s also a great idea to share and promote it to the customers who have subscribed to your newsletters.

Mailchimp is still the biggest and most popular email marketing tool. You can create lists with your subscribers and campaigns to engage them. You can add your new content in your emails through Mailchimp templates and track how your audience reacts. You can see how many people are opening your emails and if they are clicking on your blog posts.

Analyze the Results

Some of the tools above will give you data that you can use to analyze the results of your content marketing campaigns in each specific channel you have. However, there is one more powerful analyzing tool worth mentioning.

Google Analytics tracks all your business metrics such as goals, form submissions, product purchases, buyer’s journey and many more. You can even set up behavioural events, like scroll-depth. Analyzing this data will improve your knowledge on how your customers behave on your website and subsequently, if there are any areas for improvement. It is free and the basic features are easy and intuitive to use. When it comes to more in-depth data, you might want to use a digital marketing company to help you out or pass an online course.

Final Words

The above mentioned tools have proved to be useful and easy to use. However, they cannot help you with your content marketing strategy. No matter how many plug-ins and platforms you use for your business, nothing beats a good marketing strategy, thoroughly devised by specialists in the industry. If you are planning to focus on content marketing for your business, don’t hesitate to email us or give us a call, and we will give you a consultation on how you can skyrocket your company.

 

Content Marketing Resources
Content Marketing plays an important part in search engine optimization. Through content you can communicate your messages to your audience and the search engines. Creating that content, however, is not an easy task. Content can be in many forms, written for different purposes, and in different tones and styles. Some companies struggle to understand the importance of having a content marketing strategy. To help you out, we listed our top resources when it comes to content marketing creating. Here, you will find some of the best content marketing blogs that will introduce you to the industry and help you skyrocket your company.

Hubspot

Hubspot has proven to be the to-go place for SEO tips and strategies over the past few years. Their blog is divided by sections – Sales, Marketing, Service, News and trends. Their content marketing blog is one of the best ones you’ll find on the web. In addition, Hubspot has a number of Ebooks, reports and other resources, which are written and generated by experts in the industry. Finally, Hubspot has free online courses and certification which will guide you through the best business practices, strategies and trends.

Moz

Moz is one of the most popular SEO tools in the industry. The company has a great blog on search engine optimization which covers the newest trends and tips. One of the articles – What is Content Marketing – is an introduction to the world of content marketing. If you don’t know anything about the industry, this is the perfect place to start. Look through the blog and find even more informative blog posts on the topic that will advance your skills.

Content Marketing Institute

The Content Marketing Institute (CMI) aims to advance and better the practice of content marketing. The website is full of practical knowledge, tips, insights and advice from experts in the industry. You will also find the latest news, information, and advances that are moving the industry of content marketing forward.

IZEA’s blog

IZEA’s mission is to help marketers and creators connect. They have multiple free online resources to download about content marketing and influencer marketing. You can find ebooks, white papers, case studies, trend reports and how-to-guides. Moreover, they also maintain a blog on the latest trends and news in the industry.

Duct Tape Marketing

Duct Tape marketing is an extensive resource for guides and news on everything about digital marketing. Their blog is divided into categories – SEO, Advertising, Consulting Business, Content Marketing, Online Marketing, Social Media, Small Business Finance and many more.

Copy Blogger

Up until now, we listed resources which cover news and trends from multiple fields in the industry. The Copy Blogger is a website that focuses only on content marketing. You can find up-to-date guides and articles, tips on writing for current events or holidays, and newest trends. According to VentureBeat “Copyblogger is the bible of content marketing.” Moreover, you can contact some of their certifies writers for advice or even get premium content marketing education by signing up for a Training course.

An Ultimate Guide

If you decide that you don’t want to dwell so much on content marketing yet, and just understand the basics of it, check out the Ultimate Guide to Remarkable Content. It’s written by Ramit Sethi, who is a New York Times bestselling author and founder of iwillteachyoutoberich.com. His guide on content marketing is catchy, well-stylized, informative and inspiring. He has multiple other free resources on the topic that will get you motivated to boost your company through creating content.

Velocity Partners

The resources above focus on B2C interactions or your business communicating with your customers. Velocity Partners is a blog on how to create content marketing for B2B or business to business relationships. You can find a lot of interesting intakes and content marketing tips, news and case studies that will transform how you look on your business connections.

Books

Blogs and online guides are an amazing opportunity for learning online. However, the information usually is short, synthesized and rarely fully detailed. If you decide to devote a lot of energy on content marketing for your business, we advice to also start reading books on the topic, written by specialists in the industry. The Content Marketing Institute has an updated post on the best content marketing books for 2018 you should read. And, soon they will have a list for 2019 as well. Some of the titles are “Make Blue Ocean Shift Beyond Competing,” “Talk Triggers: The Complete Guide on Creating Customers with Word of Mouth,” and “Break the Wheel”. Only from their titles you can be ensured that you will get into depths about creating quality content that will increase your company’s visibility and profits.

Our Blog

Finally, you can always find tips and news in our blog, where we post guides on content marketing, keyword research, link building, website development, search engines and more topics from the industry of digital marketing and search engine optimization.

Throughout the years of working in the industry, we’ve gathered knowledge and experience helping our clients advance their businesses. Now, we want to share this know-how with you as well! Our blog is still new, but we are aiming to post educational content every week, that will help you learn more about the world of search engine optimization. Expect interesting and informative content on SEO, web development and digital marketing from our experts in the industry.

 

There you have it. All the resources you need to excel at content marketing are out there for you. Hopefully, one day your company’s best practices on creating content will be a great case study written by those resources.

 

When marketers discuss different digital and content marketing strategies, they often keep business-to-customer (B2C) in mind and set appropriate for such an audience objectives. They talk on how to create a video to entertain the masses and how to affect individuals at each stage of the marketing funnel. And while this may be sufficient on the B2C level, the efforts for reaching another business and another company differ and require a specific approach and mindset. Knowing the distinctions between those two content marketing efforts would definitely give you an edge and allow you to target, reach, and convert other businesses more successfully.

1. Goals and Objectives

As with any digital marketing campaign, the core of the content marketing one is the right set of objectives. And those differ with the target audience. With B2C content marketing, the effort is focused on reaching as many people as possible and building brand awareness, so 84% of those companies report this as their primary goal. They want customers to have heard about their offering so that they can consider it while choosing among alternatives. In the business-to-business environment, the number of people reached doesn’t matter that much. Most important here is communicating the right message to the right set of businesses which are also potential clients and partners. Here, awareness steps aside and conversion and retention are the keys to success. 88% of B2B marketers claim they value customer loyalty the most. A common KPI in the B2B content marketing context, therefore, is the return on investment (ROI).

2. Content

Having set the goals of the marketing campaign, one thing remains certain: valuable content will win the hearts of both B2C and B2B audiences. However, the intent of users is different. In the B2C environment, users will often browse aimlessly and scroll for hours without a specific purpose. They will be led by simple curiosity and a desire to be entertained. They would trust fellow customers and would love to interact with them. The business representatives, however, have no time to waste. Or at least, no time to waste while doing their professional duties. They will, therefore, look for specific information that would answer their questions and meet their needs and wants. Instead of searching for funny cat videos, business people will be specific in their search queries and will evaluate the expertise of the authors. They are often willing to trust and interact only with the thought leaders in the field. The content one will produce and craft for these two audiences, therefore, must take this distinction into account.

Differences in Research, Keywords, and Content Planning

While both content marketing strategies rely on keywords, they take two very different research approaches. In B2C marketing, the keyword research facilitated by famous tools like the Ahrefs one is leading. What the users look for the most defines the content type and direction. However, for B2B marketing, the keywords of the highest volume will not matter as much as the insights gained through direct interaction with other businesses. Here, the content is planned based on experience, an awareness of recent trends, and an understanding of partners’ needs.

3. Content Format

Following on the previous difference in the type and intent of the content is its format. As already mentioned, the B2C content marketing strategies focus on breadth and aim at creating something viral, easy to comprehend and share. Visuals are the king. The text needs to be minimal and content must be attractive and impressive so as to have a chance in winning the battle for people’s attention. Videos were reported to increase time spent on site with 100% and people who watched a product video were 85% more likely to later purchase. On the other hand, B2B content marketing focuses on depth. Accountant, engineers, and managers do not seek fancy visuals. So, it is not so important to create content to appeal to all and everyone. Drafting a unique expert piece which is more comprehensive and of better quality than everything else on the web will automatically make you a favorite both of your audience and of the search engines. Specific infographics, detailed case studies, useful templates, and valuable e-books are the right format for this audience. Focus and invest there.

4. Outreach

Knowing your goals and having your content is half the work done. The next key step is delivering this content to your target audience through the right channels. And pretty logically, those differ, as well. For a B2C company, the message will be best received in the social media where its users spend the most time. For certain brands and products, this could be Pinterest, while for others this would be Instagram. Sharing entertaining and interesting content there has the potential to reach thousands of people. No one puts a detailed and professional case study on Instagram though. This type of content is better received in the professional channels or social media like LinkedIn and often is boosted with the help of advertising and PPC efforts. Thus it could reach the target audience and its fullest potential. Search engine optimization is also key, as business people will come with specific questions and look for expert and specific answers, preferably in the top results on the search engine result page.

5. Time Span

Generally, there are two types of content, one that follows the trends and one that elaborates on evergreen topics and problems. The B2C content targets immediate results and aims at capturing all the current fashions and transforming them into actual results. In the business-to-business environment, what matters most are the good relationships and partnerships. Marketers do not aim at closing a one-time sale, but at building good connections with other businesses and establishing trust. Therefore, immediate results and conversion may be left behind in favor of the pursuit of long-term goals and objectives, which in turn have the potential to bring much higher returns.

Key Takeaways

Different in nature, these two basic content marketing strategies still have one huge thing in common, which is also the heart and soul of contemporary content marketing, and that’s value. Determine your audience correctly, let your efforts be just value-driven, and you will surely notice the impact of your campaigns.

What is quality and relevant content?

The most important determinant of the quality of your content is its uniqueness. Like people, search engines want to see unique information. Imagine if the opposite was true, the internet would be full of irrelevant information that can be found in multiple locations. What a terrible place this would be! Since search engines strive to deliver value to their users, they penalize the use of duplicate content. In order to rank high on SERPs, you need to have original content that adds value to your users. Furthermore, you must base your content on solid keyword research: you must know how your users communicate their intent and what information they are looking for. You must build your content around the keywords and language they use. When you think of your site content, think of value. How does your content add value to your users and your community? People and search engines alike will reward you based on how much you contribute.