Recently, the renowned Content Marketing Institute (CMI) published the study “B2B Content Marketing: 2015 Benchmarks, Budgets and Trends.” The study focused on these questions: What goals are businesses pursuing regarding content marketing? What are the greatest challenges involved? And asked, what recommendations stem from that knowledge?
Good planning is half the battle, and that certainly applies to the regular publication of content. Only by continuously and purposefully supplying your readers, as well as Google, with quality content can you ensure that content marketing efforts are not simply wasted.
An editorial calendar helps maintain long-term strategic content planning and implementation for websites and social media, helping to secure content objectives. In companies where several people are involved in the publication of content, an editorial calendar provides an essential overview. But even when just one person is responsible for controlling content, it offers a documented guideline that also provides internal confirmation of the scheduled publication of content.
Without a doubt, content marketing is the marketer’s tool of the Millenium. The success of any content marketing strategy, however, is truly dependent on the quality of the content and of the value the information provides to the reader. Making sure the content is useful, while at the same time focuses on the brand or product it is meant to, can often pose a real challenge to marketing teams.
For this reason, we’re giving you seven key tips for effective content, perfect for those moments when your inspiration has run dry. Here, we’re giving you the framework. You’ve just got to fill it with the right content.
It’s a mystery: Standing between two semi-trucks, an ageing action-movie star performs a hair-raising stunt to the tune of Enya’s “Only Time” in the Volvo advertisement “Epic Split.” A musician produces a song about happiness, and people from around the world start dancing in front of a camera. A little boy is saved from a dog attack when his cat bravely comes to the rescue. In no time, social networks are abuzz: “Hey have you already seen this? That’s got to be a fake! Ooh, that’s so cute.”
Whether it’s a mini Darth Vader or Apple’s 300 percent battery, everyday articles, videos and pictures pop up on the Internet that enthral and move millions of people and spread across the world like wildfire. The rules that viral messages follow are unclear: It’s hard to predict whether content will become a raging success or simply flame out. However, the creator of viral content has several options to help him set a spark that will carry his content to all corners of the world.
In 1858, Florence Nightingale took important raw facts and figures and transformed them into graphics, highlighting the health issues faced by the British soldiers in the latrines. Way back then, no one would have termed this data-driven journalism. But today, in the age of Big Data and Wikileaks, we’re actually confronted with this phenomenon on a daily basis, making Nightingale’s 19th century work ever-present.
Behind those facts and figures, there are some truly exciting stories just waiting to be uncovered. Renowned media houses, including The Guardian and The New York Times, have long since recognized this fact and have well-established teams designated especially for data-driven journalism. But what is it exactly that defines this form of journalism? And what does it mean for authors today?