#tiffany-cmi

[cecillewhite]

Content Marketing: What Every Learning Practitioner Needs to Know

Where Does Content Marketing End and Instructional Marketing Begin?

On the surface, marketing and learning may seem like separate disciplines. But if you look closer, you’ll see that these worlds are deeply intertwined. And the overlap continues to spread, as digital content channels, strategies and tools weave themselves more deeply into the fabric of modern educational experiences.

Our Lead Analyst, John Leh, says that today’s learning practitioners are more accurately described as “instructional marketers.” I couldn’t agree more. And I would add that, in this brave new world of instructional marketing, the common denominator is content. Here’s why…

For both disciplines, creating high-quality educational content is essential. But content alone is not enough. You also need to draw the right kind of people to this content, encourage them to engage with it and then lead them to a logical next step.

In other words, an instructional marketer’s mission sounds a lot like the definition of content marketing.

What Does Content Marketing Mean To You?

The Content Marketing Institute (CMI) says content marketing is:

“A strategic approach to creating and distributing valuable, relevant and consistent content to attract and acquire a clearly defined audience – with the objective of driving profitable action.”

RSVP FOR THE LIVE NOVEMBER WEBINAR!

Content marketing is so powerful because it’s about sharing educational experiences with your constituents anytime – even before they’ve established a formal relationship with your organization.

Also, because content marketing emphasizes ongoing interaction, you can strengthen and expand relationships over time.

But why take my word for it, when you can learn from the masters? Below are 16 excellent blog posts about various aspects of content marketing:

Strategies for Success

Managing Content Marketing Programs

Measuring and Improving Results

All are written by industry experts who’ve been leading the pack for years. I hand-picked this collection of posts because I think they’re particularly useful for anyone involved in offering educational content to customers, business partners, suppliers, association members or even employees.

I hope this advice helps you push new marketing boundaries!

  Content Marketing Advice That Will Raise Your Instructional Marketing Game

STRATEGIES FOR SUCCESS

The Key to Content Marketing: Be Less Self-Centered By Shane Snow, Co-Founder, Contently (via FastCompany) In this classic thought piece, one of the most brilliant minds in the content world explains why it pays to put customer interests ahead of your own.

17 Essential Content Marketing Templates and Checklists By Michelle Linn, Co-Founder, Mantis Research (via Content Marketing Institute) Want great tools to make your efforts more efficient and effective? Try any of the free, proven resources featured in this collection.

5 Questions to Ask Customers When Creating Word-of-Mouth Strategy By Jay Baer, Founder Convince & Convert Your organization has a story to tell. But how can you make that story truly buzz-worthy? Take your cue from conversations with customers and prospects.

WATCH THE ON-DEMAND WEBINAR NOW!

How to Win at Generation Z Content Marketing By Francisco Serrano, CEO, 121Corp (via MarketingProfs) Just when you thought you had cracked the code for marketing to Millennials, along comes the next generation! Is your content ready for Gen Z primetime?

How to Use Events in Your Content Marketing Strategy By Michael Brenner, CEO Marketing Insider Group Do you think of events as a separate aspect of marketing? Think again. Here’s how you can benefit from a strategy that leverages live and online events of any size.

  MANAGING CONTENT MARKETING PROGRAMS

How to Create Personas and Map Content to the Buyer Journey By Giuseppe Caltabiano, Head of Content Strategy, Contently (via NewsCred) A helpful introduction to the fundamentals – audience personas, the buyer’s journey and how they inform content development choices.

Why And How to Map Out Your Customer’s Journey By Marcia Riefer Johnston, Senior Technical Writer, Amazon (via Content Marketing Institute) Precisely what content would be worthwhile for your organization to create and share? This step-by-step guide helps you clarify and prioritize.

5 Keys to Developing a Strong Tone of Voice in Your Content Marketing By Ann Handley, Chief Content Officer MarketingProfs Too often, brands overlook brand “voice” as a differentiator. But one of the world’s best-known content experts explains why a consistent, definitive tone can make all the difference.

7 Triggers That Make People Want to Share Your Content By Jonathan Gorham, Founder, Engine Scout Digital Marketing (via Content Marketing Institute) People may read and enjoy your content. But there’s no guarantee that they’ll share it with others. Here are some smart ways to give them the “nudge” they may need to pass it on.

REPLAY THE WEBINAR NOW!

How to Create the Right Amount of the Right Kind of Content By Sharon Shapiro, Sr. Content Marketing Manager, BlueCore (via MarketingProfs) How much content is enough? In a world where time and budgets aren’t endless (much less audience attention) this is an important question for every organization to address.

How to Use Supplemental Content to Get More Mileage From Big Content By Miranda Miller, Consultant, Miranda-Miller.com (via Search Engine Journal) Long-form content is gaining traction in marketing circles, for a variety of excellent reasons. But are you fully leveraging these important narratives? Here’s how embedded content and other complementary elements add even more value.

  MEASURING AND IMPROVING RESULTS

Content Marketing Measurement: 37 Most (and Least) Useful Metrics By Andy Crestodina, Co-Founder & Chief Marketing Officer Orbit Media Studios What’s the best way to measure the performance of your efforts? This post is packed with ideas you can use (and some you should definitely avoid)!

Why Do Content Marketing Campaigns Fail? By Shelley Walsh, Founder, ShellShock (via SiteVisibility) Your initiatives can miss the mark for multiple reasons. This helpful podcast interview explores six of the most common issues, within the context of SEO practices and today’s rapidly changing marketing environment.

REPLAY THIS WEBINAR NOW!

How to Score Your Content for Long-Term Success By Lindy Roux, VP & Managing Director, Tendo Communications (via Content Marketing Institute) Do you know if your approach is working? How can you combine qualitative and quantitative measures to analyze performance, isolate issues and track overall progress? Try this “scorecard” methodology.

Are Your Personas Outdated? Know When to Revise By Kim Flaherty, User Experience Specialist Nielsen Norman Group Like the people they represent, personas are always evolving. But how often should you review personas? And how can you tell when a refresh is due? Check this guidance from a digital design expert.

The Future of Content Marketing: It’s Not What You Think By Neil Patel, Co-Founder Neil Patel Digital Any digital marketing professional can tell you that change is the only constant. But when an industry authority like Neil Patel talks about what’s ahead, it’s worth taking time to listen. In this post, Neil looks at how to achieve more with every new post you publish.

  Closing Notes

Obviously, this list only scratches the surface. There’s a wealth of freely available content marketing advice. Do you have a favorite resource that isn’t included here? Who would you add to this list?

Tell me about marketing advice that has been most helpful for you as a learning professional! I look forward to hearing from you, so I can write a follow-up post focused on lessons you’ve learned and ideas you’d like to share. Thanks!

  WANT TO LEARN MORE? JOIN OUR NOVEMBER WEBINAR

Inside the Customer Learning Lifecycle

RSVP FOR OUR NOVEMBER WEBINAR!

With countless ways to promote and package instructional content, what’s the best investment of your time and budget?

Join our Lead Analyst John Leh and Tiffany Mack, Senior Marketing Manager of Careers & Education at Community Brands, as they explore solutions. You’ll find practical ideas and real-world examples, including:

Must-have elements of a marketing-led learning strategy

Motivational techniques to engage new and existing participants

Methods for improving content quality and relevance

Tools to scale your audience reach and involvement

How to measure marketing’s impact on program performance

REGISTER NOW!

Need Proven LMS Selection Guidance?

Looking for a learning platform that truly fits your organization’s needs?  We’re here to help!  Submit the form below to schedule a free preliminary consultation at your convenience.

First Name*

Last Name*

Email Address*

Company

CAPTCHA

Phone

This field is for validation purposes and should be left unchanged.

if(typeof gf_global == 'undefined') var gf_global = {"gf_currency_config":{"name":"U.S. Dollar","symbol_left":"$","symbol_right":"","symbol_padding":"","thousand_separator":",","decimal_separator":".","decimals":2},"base_url":"https:\/\/talentedlearning.com\/wp-content\/plugins\/gravityforms","number_formats":[],"spinnerUrl":"https:\/\/talentedlearning.com\/wp-content\/plugins\/gravityforms\/images\/spinner.gif"};jQuery(document).bind('gform_post_render', function(event, formId, currentPage){if(formId == 18) {} } );jQuery(document).bind('gform_post_conditional_logic', function(event, formId, fields, isInit){} ); jQuery(document).ready(function(){jQuery(document).trigger('gform_post_render', [18, 1]) } );

The post Content Marketing: What Every Learning Practitioner Needs to Know appeared first on Talented Learning.

Content Marketing: What Every Learning Practitioner Needs to Know original post at Talented Learning

[samuelpboswell]

B2B Content Marketers, Here Are Your New Year’s Resolutions for 2019

If you break down the word “resolution” phonically, you get “resolute” and “shun.” Kind of ironic, since we all seem more likely to shun (persistently avoid, ignore, or reject through antipathy or caution) these self-assigned goals than be resolute (admirably purposeful, determined, and unwavering) in achieving them. Too often with New Year’s resolutions, we set ourselves up to fail. We lay out ambitious mandates and drastic behavioral changes that sound great in theory, but almost invariably fall by the wayside amidst our busy lives. B2B content marketers are plenty familiar with ambitious goal-setting. We're optimistic. We're driven. But perhaps we're not always realistic. The whole point of setting goals is to achieve them. If you're always setting stretch goals, you'll never know what success looks like. In this spirit, I thought I would outline five professional resolutions for B2B content marketers in 2019 that are not only achievable, but (I’ll argue) imperative. Enough shunning. Let’s get resolute and conquer these five objectives.

#1 - Document Your Content Strategy (For Real Though)

Every year, when they conduct their annual benchmarking research, Content Marketing Institute (CMI) and MarketingProfs ask respondents whether they have a documented content marketing strategy. And every year, we’re all stunned by how few say “yes.” (The 2018 study showed that just 36% of B2B marketers reported having a documented strategy. In the 2019 study, which was just released this past October, that number was 39%.) Then, we do it all over again. It seems absolutely insane that almost two out of three marketers lack documentation for their content strategy. And most of us recognize this, but still we just continue to let it slip. Enough. Make 2019 the year where you actually get your strategies written down, in the form of a tangible doc that is visible and accessible to everyone in the organization. [bctt tweet="Enough. Make 2019 the year where you actually get your #contentmarketing strategies written down. - @NickNelsonMN #NewYearsResolutions" username="toprank"]

#2 - Stop Focusing Your SEO Strategy on Keywords

Many of us were trained around this core principle of SEO writing: make that target keyword front-and-center in your copy. Place it in your title, in the first paragraph, and in multiple headers. Sprinkle it throughout your writing as liberally as salt on a bad steak. While “old-school” SEO has been on the outs, with content that provides the perfect balance for bots and humans on an increasing rise, some marketers still regard keywords as the end-all-be-all. Forcefully stuffing keywords into your content often diminishes readability, and in some cases it can totally derail the core points you’re trying to make. To what end? Google is continually getting smarter and more complex in its page rankings. As our Associate Director of Search & Analytics Tiffani Allen wrote here recently, elements like mobile-friendliness and voice search alignment will increasingly hold sway in 2019. Just take a look how far down anything keyword-related falls on this updated hierarchy of ranking factors from SEMrush: Quality, engagement, and relevance will rule the day. Fulfilling search intent is the prime directive in 2019 and beyond, as Annie Leuman recently broke down for us. [bctt tweet="When marketers understand #searchintent, we can create #content more tailored to our audience’s specific needs, problems, and questions—helping gain visibility, attract more qualified traffic, & build trust. @annieleuman" username="toprank"] If you are delivering on those fronts, you needn’t worry so much about SEO writing in a way that reads like this SEO writing sentence and makes you never want to type or hear the words SEO writing again.

#3 - Stop Talking to Walls

I’ve suggested that one of the biggest problems in B2B content marketing today is brands writing to members of their audience “as if they were an intangible corporate entity rather than a human being.” I continue to see this all the time: robotic blog posts aimed at no one in particular, covering dry material in the dryest manner possible. Oftentimes, these uninspired content pieces are aligned with the aforementioned SEO strategy of attacking keywords with little consideration for quality or audience engagement. Among the top content marketing predictions and trends for 2019 listed by our Caitlin Burgess is the elevated importance of building trust and infusing personalization. That means creating authentic, relatable content that speaks directly to a distinct human audience. [bctt tweet="#B2B marketers have to stop thinking about how audiences 'consume' content, and start thinking about how audiences want to experience content. @CaitlinMBurgess" username="toprank"] The time has come for editors and content managers to prioritize this directive. I might even recommend an approach as stark as this to ingrain the practice for your writers: If you read the first couple paragraphs of a draft, and it’s not immediately obvious that the voice is directed toward an actual person, send it back for revisions.   

#4 - Move Outside of Your Content Comfort Zone

Of course, marketing content isn’t limited to the written word. It’s certainly the form most content marketers are comfortable with, because we so often have backgrounds in writing. However, strategies that don’t incorporate varied mediums are quickly falling behind. Audiences want more than words. The lowest-hanging fruit is video. It’s now easier than ever to create, requiring little more than a smartphone, and there’s no questioning its impact. It’s also kinda scary, because it sometimes means putting your face on camera, and grappling with unfamiliar concepts like video scripting, and sound design, and lighting (oh my!). If it helps, start small. Try creating a talking-head video from your desk and then self-scrutinizing, or linking up with a few coworkers for a panel-style interview that’s only distributed internally. Once you start to get it down, you can level-up your ambition and start actively integrating video marketing into your outward strategy. Our Josh Nite has written that “next-gen content” (i.e. interactivity, visual appeal, multimedia elements) will be key to earning the attention of audiences and generating leads. The more competency you can gain with these content types, the better you’ll be positioned. [bctt tweet="Be hyper-relevant and hyper-valuable with your #content, and you’re far more likely to bring more leads into your nurturing track. @NiteWrites #B2BLeadGen" username="toprank"] These video tips for first-time video marketers and design tips for non-artsy writers might help get you rolling.

#5 - Get that Google Analytics Certification

I’m guilty. I admit it. Google offers free courses and assessments through Google Analytics Academy that enable anyone to become certified with a GA Individual Qualification upon successful completion. Our entire account management team, as well as our SEO, PPC, and analytics teams are GA certified and adept in leveraging the tool. But the certification may not be high-priority item for writers, or content marketing generalists who have a team of analytics professionals behind them. But it’s a nice thing to have on your professional résumé, not to mention helping highlighting your analytical chops for some of your key stakeholders or clients. And beyond the ceremonial aspects, it’s just good to have all that knowledge around content measurement and attribution in your brain. Completing these courses and getting certified has been an ongoing goal for me all year in 2018, and — although I’ve gone through a few of the courses — I still haven’t finished it. Womp womp. If you Googled “disappointment” right now you’d probably see ... I know from conversations with colleagues and peers, however, that I’m not alone on this one. The GA certification seems to be that item on many to-do lists that keeps on perpetually sliding. So, if you’re in the same boat, let’s make 2019 the year we finally get ‘er done. That means developing a firm plan and sticking to it. Schedule time in your calendar and don’t shun it. [bctt tweet="#GoogleAnalytics certification seems to be an item that keeps perpetually sliding. Let's make 2019 the year we finally get ‘er done. @NickNelsonMN #ContentMarketing" username="toprank"]

Here’s to Resolute Marketers in 2019

Ready to get more resolute with your New Year’s resolutions this year? These five eminently achievable goals offer a good place to start. Almost every content marketer could stand to be more organized with documentation, sophisticated with SEO strategy, authentically human with their writing, versatile with their creation, and expert with their measurement. With concrete, realistic objectives in place, you can turn these from vague aspirations to viable accomplishments. Want more help as you prepare yourself for a bold new year ahead? Check out Caitlin’s top content marketing predictions for 2019.

The post B2B Content Marketers, Here Are Your New Year’s Resolutions for 2019 appeared first on Online Marketing Blog - TopRank®.

from The SEO Advantages https://www.toprankblog.com/2019/01/content-marketing-new-years-resolutions/

[befoundonlinemarketing]

B2B Content Marketers, Here Are Your New Year’s Resolutions for 2019

If you break down the word “resolution” phonically, you get “resolute” and “shun.” Kind of ironic, since we all seem more likely to shun (persistently avoid, ignore, or reject through antipathy or caution) these self-assigned goals than be resolute (admirably purposeful, determined, and unwavering) in achieving them. Too often with New Year’s resolutions, we set ourselves up to fail. We lay out ambitious mandates and drastic behavioral changes that sound great in theory, but almost invariably fall by the wayside amidst our busy lives. B2B content marketers are plenty familiar with ambitious goal-setting. We're optimistic. We're driven. But perhaps we're not always realistic. The whole point of setting goals is to achieve them. If you're always setting stretch goals, you'll never know what success looks like. In this spirit, I thought I would outline five professional resolutions for B2B content marketers in 2019 that are not only achievable, but (I’ll argue) imperative. Enough shunning. Let’s get resolute and conquer these five objectives.

#1 - Document Your Content Strategy (For Real Though)

Every year, when they conduct their annual benchmarking research, Content Marketing Institute (CMI) and MarketingProfs ask respondents whether they have a documented content marketing strategy. And every year, we’re all stunned by how few say “yes.” (The 2018 study showed that just 36% of B2B marketers reported having a documented strategy. In the 2019 study, which was just released this past October, that number was 39%.) Then, we do it all over again. It seems absolutely insane that almost two out of three marketers lack documentation for their content strategy. And most of us recognize this, but still we just continue to let it slip. Enough. Make 2019 the year where you actually get your strategies written down, in the form of a tangible doc that is visible and accessible to everyone in the organization. [bctt tweet="Enough. Make 2019 the year where you actually get your #contentmarketing strategies written down. - @NickNelsonMN #NewYearsResolutions" username="toprank"]

#2 - Stop Focusing Your SEO Strategy on Keywords

Many of us were trained around this core principle of SEO writing: make that target keyword front-and-center in your copy. Place it in your title, in the first paragraph, and in multiple headers. Sprinkle it throughout your writing as liberally as salt on a bad steak. While “old-school” SEO has been on the outs, with content that provides the perfect balance for bots and humans on an increasing rise, some marketers still regard keywords as the end-all-be-all. Forcefully stuffing keywords into your content often diminishes readability, and in some cases it can totally derail the core points you’re trying to make. To what end? Google is continually getting smarter and more complex in its page rankings. As our Associate Director of Search & Analytics Tiffani Allen wrote here recently, elements like mobile-friendliness and voice search alignment will increasingly hold sway in 2019. Just take a look how far down anything keyword-related falls on this updated hierarchy of ranking factors from SEMrush: Quality, engagement, and relevance will rule the day. Fulfilling search intent is the prime directive in 2019 and beyond, as Annie Leuman recently broke down for us. [bctt tweet="When marketers understand #searchintent, we can create #content more tailored to our audience’s specific needs, problems, and questions—helping gain visibility, attract more qualified traffic, & build trust. @annieleuman" username="toprank"] If you are delivering on those fronts, you needn’t worry so much about SEO writing in a way that reads like this SEO writing sentence and makes you never want to type or hear the words SEO writing again.

#3 - Stop Talking to Walls

I’ve suggested that one of the biggest problems in B2B content marketing today is brands writing to members of their audience “as if they were an intangible corporate entity rather than a human being.” I continue to see this all the time: robotic blog posts aimed at no one in particular, covering dry material in the dryest manner possible. Oftentimes, these uninspired content pieces are aligned with the aforementioned SEO strategy of attacking keywords with little consideration for quality or audience engagement. Among the top content marketing predictions and trends for 2019 listed by our Caitlin Burgess is the elevated importance of building trust and infusing personalization. That means creating authentic, relatable content that speaks directly to a distinct human audience. [bctt tweet="#B2B marketers have to stop thinking about how audiences 'consume' content, and start thinking about how audiences want to experience content. @CaitlinMBurgess" username="toprank"] The time has come for editors and content managers to prioritize this directive. I might even recommend an approach as stark as this to ingrain the practice for your writers: If you read the first couple paragraphs of a draft, and it’s not immediately obvious that the voice is directed toward an actual person, send it back for revisions.   

#4 - Move Outside of Your Content Comfort Zone

Of course, marketing content isn’t limited to the written word. It’s certainly the form most content marketers are comfortable with, because we so often have backgrounds in writing. However, strategies that don’t incorporate varied mediums are quickly falling behind. Audiences want more than words. The lowest-hanging fruit is video. It’s now easier than ever to create, requiring little more than a smartphone, and there’s no questioning its impact. It’s also kinda scary, because it sometimes means putting your face on camera, and grappling with unfamiliar concepts like video scripting, and sound design, and lighting (oh my!). If it helps, start small. Try creating a talking-head video from your desk and then self-scrutinizing, or linking up with a few coworkers for a panel-style interview that’s only distributed internally. Once you start to get it down, you can level-up your ambition and start actively integrating video marketing into your outward strategy. Our Josh Nite has written that “next-gen content” (i.e. interactivity, visual appeal, multimedia elements) will be key to earning the attention of audiences and generating leads. The more competency you can gain with these content types, the better you’ll be positioned. [bctt tweet="Be hyper-relevant and hyper-valuable with your #content, and you’re far more likely to bring more leads into your nurturing track. @NiteWrites #B2BLeadGen" username="toprank"] These video tips for first-time video marketers and design tips for non-artsy writers might help get you rolling.

#5 - Get that Google Analytics Certification

I’m guilty. I admit it. Google offers free courses and assessments through Google Analytics Academy that enable anyone to become certified with a GA Individual Qualification upon successful completion. Our entire account management team, as well as our SEO, PPC, and analytics teams are GA certified and adept in leveraging the tool. But the certification may not be high-priority item for writers, or content marketing generalists who have a team of analytics professionals behind them. But it’s a nice thing to have on your professional résumé, not to mention helping highlighting your analytical chops for some of your key stakeholders or clients. And beyond the ceremonial aspects, it’s just good to have all that knowledge around content measurement and attribution in your brain. Completing these courses and getting certified has been an ongoing goal for me all year in 2018, and — although I’ve gone through a few of the courses — I still haven’t finished it. Womp womp. If you Googled “disappointment” right now you’d probably see ... I know from conversations with colleagues and peers, however, that I’m not alone on this one. The GA certification seems to be that item on many to-do lists that keeps on perpetually sliding. So, if you’re in the same boat, let’s make 2019 the year we finally get ‘er done. That means developing a firm plan and sticking to it. Schedule time in your calendar and don’t shun it. [bctt tweet="#GoogleAnalytics certification seems to be an item that keeps perpetually sliding. Let's make 2019 the year we finally get ‘er done. @NickNelsonMN #ContentMarketing" username="toprank"]

Here’s to Resolute Marketers in 2019

Ready to get more resolute with your New Year’s resolutions this year? These five eminently achievable goals offer a good place to start. Almost every content marketer could stand to be more organized with documentation, sophisticated with SEO strategy, authentically human with their writing, versatile with their creation, and expert with their measurement. With concrete, realistic objectives in place, you can turn these from vague aspirations to viable accomplishments. Want more help as you prepare yourself for a bold new year ahead? Check out Caitlin’s top content marketing predictions for 2019.

The post B2B Content Marketers, Here Are Your New Year’s Resolutions for 2019 appeared first on Online Marketing Blog - TopRank®.

B2B Content Marketers, Here Are Your New Year’s Resolutions for 2019 posted first on http://www.toprankblog.com/

[christopheruearle]

B2B Content Marketers, Here Are Your New Year’s Resolutions for 2019

If you break down the word “resolution” phonically, you get “resolute” and “shun.” Kind of ironic, since we all seem more likely to shun (persistently avoid, ignore, or reject through antipathy or caution) these self-assigned goals than be resolute (admirably purposeful, determined, and unwavering) in achieving them. Too often with New Year’s resolutions, we set ourselves up to fail. We lay out ambitious mandates and drastic behavioral changes that sound great in theory, but almost invariably fall by the wayside amidst our busy lives. B2B content marketers are plenty familiar with ambitious goal-setting. We're optimistic. We're driven. But perhaps we're not always realistic. The whole point of setting goals is to achieve them. If you're always setting stretch goals, you'll never know what success looks like. In this spirit, I thought I would outline five professional resolutions for B2B content marketers in 2019 that are not only achievable, but (I’ll argue) imperative. Enough shunning. Let’s get resolute and conquer these five objectives.

#1 - Document Your Content Strategy (For Real Though)

Every year, when they conduct their annual benchmarking research, Content Marketing Institute (CMI) and MarketingProfs ask respondents whether they have a documented content marketing strategy. And every year, we’re all stunned by how few say “yes.” (The 2018 study showed that just 36% of B2B marketers reported having a documented strategy. In the 2019 study, which was just released this past October, that number was 39%.) Then, we do it all over again. It seems absolutely insane that almost two out of three marketers lack documentation for their content strategy. And most of us recognize this, but still we just continue to let it slip. Enough. Make 2019 the year where you actually get your strategies written down, in the form of a tangible doc that is visible and accessible to everyone in the organization. [bctt tweet="Enough. Make 2019 the year where you actually get your #contentmarketing strategies written down. - @NickNelsonMN #NewYearsResolutions" username="toprank"]

#2 - Stop Focusing Your SEO Strategy on Keywords

Many of us were trained around this core principle of SEO writing: make that target keyword front-and-center in your copy. Place it in your title, in the first paragraph, and in multiple headers. Sprinkle it throughout your writing as liberally as salt on a bad steak. While “old-school” SEO has been on the outs, with content that provides the perfect balance for bots and humans on an increasing rise, some marketers still regard keywords as the end-all-be-all. Forcefully stuffing keywords into your content often diminishes readability, and in some cases it can totally derail the core points you’re trying to make. To what end? Google is continually getting smarter and more complex in its page rankings. As our Associate Director of Search & Analytics Tiffani Allen wrote here recently, elements like mobile-friendliness and voice search alignment will increasingly hold sway in 2019. Just take a look how far down anything keyword-related falls on this updated hierarchy of ranking factors from SEMrush: Quality, engagement, and relevance will rule the day. Fulfilling search intent is the prime directive in 2019 and beyond, as Annie Leuman recently broke down for us. [bctt tweet="When marketers understand #searchintent, we can create #content more tailored to our audience’s specific needs, problems, and questions—helping gain visibility, attract more qualified traffic, & build trust. @annieleuman" username="toprank"] If you are delivering on those fronts, you needn’t worry so much about SEO writing in a way that reads like this SEO writing sentence and makes you never want to type or hear the words SEO writing again.

#3 - Stop Talking to Walls

I’ve suggested that one of the biggest problems in B2B content marketing today is brands writing to members of their audience “as if they were an intangible corporate entity rather than a human being.” I continue to see this all the time: robotic blog posts aimed at no one in particular, covering dry material in the dryest manner possible. Oftentimes, these uninspired content pieces are aligned with the aforementioned SEO strategy of attacking keywords with little consideration for quality or audience engagement. Among the top content marketing predictions and trends for 2019 listed by our Caitlin Burgess is the elevated importance of building trust and infusing personalization. That means creating authentic, relatable content that speaks directly to a distinct human audience. [bctt tweet="#B2B marketers have to stop thinking about how audiences 'consume' content, and start thinking about how audiences want to experience content. @CaitlinMBurgess" username="toprank"] The time has come for editors and content managers to prioritize this directive. I might even recommend an approach as stark as this to ingrain the practice for your writers: If you read the first couple paragraphs of a draft, and it’s not immediately obvious that the voice is directed toward an actual person, send it back for revisions.   

#4 - Move Outside of Your Content Comfort Zone

Of course, marketing content isn’t limited to the written word. It’s certainly the form most content marketers are comfortable with, because we so often have backgrounds in writing. However, strategies that don’t incorporate varied mediums are quickly falling behind. Audiences want more than words. The lowest-hanging fruit is video. It’s now easier than ever to create, requiring little more than a smartphone, and there’s no questioning its impact. It’s also kinda scary, because it sometimes means putting your face on camera, and grappling with unfamiliar concepts like video scripting, and sound design, and lighting (oh my!). If it helps, start small. Try creating a talking-head video from your desk and then self-scrutinizing, or linking up with a few coworkers for a panel-style interview that’s only distributed internally. Once you start to get it down, you can level-up your ambition and start actively integrating video marketing into your outward strategy. Our Josh Nite has written that “next-gen content” (i.e. interactivity, visual appeal, multimedia elements) will be key to earning the attention of audiences and generating leads. The more competency you can gain with these content types, the better you’ll be positioned. [bctt tweet="Be hyper-relevant and hyper-valuable with your #content, and you’re far more likely to bring more leads into your nurturing track. @NiteWrites #B2BLeadGen" username="toprank"] These video tips for first-time video marketers and design tips for non-artsy writers might help get you rolling.

#5 - Get that Google Analytics Certification

I’m guilty. I admit it. Google offers free courses and assessments through Google Analytics Academy that enable anyone to become certified with a GA Individual Qualification upon successful completion. Our entire account management team, as well as our SEO, PPC, and analytics teams are GA certified and adept in leveraging the tool. But the certification may not be high-priority item for writers, or content marketing generalists who have a team of analytics professionals behind them. But it’s a nice thing to have on your professional résumé, not to mention helping highlighting your analytical chops for some of your key stakeholders or clients. And beyond the ceremonial aspects, it’s just good to have all that knowledge around content measurement and attribution in your brain. Completing these courses and getting certified has been an ongoing goal for me all year in 2018, and — although I’ve gone through a few of the courses — I still haven’t finished it. Womp womp. If you Googled “disappointment” right now you’d probably see ... I know from conversations with colleagues and peers, however, that I’m not alone on this one. The GA certification seems to be that item on many to-do lists that keeps on perpetually sliding. So, if you’re in the same boat, let’s make 2019 the year we finally get ‘er done. That means developing a firm plan and sticking to it. Schedule time in your calendar and don’t shun it. [bctt tweet="#GoogleAnalytics certification seems to be an item that keeps perpetually sliding. Let's make 2019 the year we finally get ‘er done. @NickNelsonMN #ContentMarketing" username="toprank"]

Here’s to Resolute Marketers in 2019

Ready to get more resolute with your New Year’s resolutions this year? These five eminently achievable goals offer a good place to start. Almost every content marketer could stand to be more organized with documentation, sophisticated with SEO strategy, authentically human with their writing, versatile with their creation, and expert with their measurement. With concrete, realistic objectives in place, you can turn these from vague aspirations to viable accomplishments. Want more help as you prepare yourself for a bold new year ahead? Check out Caitlin’s top content marketing predictions for 2019.

The post B2B Content Marketers, Here Are Your New Year’s Resolutions for 2019 appeared first on Online Marketing Blog - TopRank®.

[yoyagug]

Tiffany & Co. by richard-cmi featuring platinum diamond rings ❤ liked on Polyvore

Tiffany & Co. 14 karat gold earrings, 6.933.205 COP / Tiffany & Co. colorful earrings, 34.723.785 COP / Tiffany Co platinum diamond ring, 14.738.705 COP

[baebymilk]

tiffany-cmi replied to your post: WHO WANTS TO STAR IN AN ANIME DATING SIM AS A VERY...

I WANT TO

.......how good would you be at acting as a male acting as a female 

[xjonghun]

tiffany-cmi replied to your post: 

I feel fine, really. /she smiles, shaking her head; It was just some last night and this morning, but I’m okay now.

Alright, babe, if you're sure. -nods his head once, dropping his hands from your temples to slip his arms around your waist once again- Where should we go?

[mvtsukv-blog]

okay okay I'm sorry please feel better;;

Why are you sorry it's not your fault??

Guys please don't feel bad. Either of you.

[nichkhun-nsc]

tiffany-cmi said: Anything? Aigooo. You have no requests?

yes anything. i'm not picky

[samuelpboswell]

6 Steps for Making Delicious Meals Out of Your Content Marketing Leftovers

What’s the best part about Thanksgiving? Sorry, that was rhetorical. Clearly, there’s only one correct answer and that is: Devouring reimagined leftovers for days to come. Hot turkey sandwiches smothered in gravy. Fried stuffing bites drizzled with cranberry sauce. Turkey a la king. Turkey noodle soup. Turkey pot pie. Turkey … everything. Do I need to go on?

via GIPHY For content marketers, every day can be Thanksgiving. You have no shortage of content ingredients on-hand—from tasty influencer tidbits to assets overflowing with insight and flavor. And with a dash of new content, a cup of creative planning, and a large dollop of strategy, you can repurpose “content leftovers” into deliciously satisfying meals for your audiences, all while reducing production time and boosting efficiency, and without sacrificing taste.

Step-By-Step Cooking Instructions for Delectable Content Marketing Leftovers

#1 - Take a peek in your existing content pantry for inspiration.

From white papers and eBooks to blog posts and original or third-party research, if there’s one thing that every content marketer has in spades, it’s a fully stocked content pantry. But like any pantry, as more items get added, many delicious essentials get pushed to the back and start collecting dust. So, throw open your content cupboard and dig into your full stock of assets for inspiration. Dive into the data to draw insight into which content items are being devoured whole, which are being picked at, and which have gone stale. All of that content—fresh or seemingly expired—has the potential to be carved into something new and fresh. [bctt tweet="All content—fresh or seemingly expired—has the potential to be carved into something new and fresh. - @CaitlinMBurgess #ContentMarketing #ContentRepurposing" username="toprank"] Get the recipe for Repurposed Content Cobbler.

#2 - Review your guest list.

The yum-factor of any delicious leftover dish is in the “eye of the beholder”: the taste buds of your dinner guests. And that means that any good host needs to thoughtfully consider who they’re cooking for to avoid leaving a bad taste—or prevent an allergic reaction.

via GIPHY For marketers, the success of your content hinges on your ability to create something that resonates with your audience. When a piece of content connects with a customer or buyer, it makes them feel like you get it, that you understand their point of view or struggle, that you hold the answers to their questions—and that you may be worth dining with on a regular basis. So, before slicing and dicing or investing in new ingredients, make sure you understand who you’re inviting to dinner and what they’re hungry for. [bctt tweet="Before slicing and dicing or investing in new ingredients, make sure you understand who you’re inviting to dinner and what they’re hungry for. - @CaitlinMBurgess #ContentMarketing #ContentRepurposing" username="toprank"]

#3 - Plan your menu.

Once you’ve consulted your content pantry and finalized your guest list, it’s time to create your strategic menu. Whether you’re planning a social hour featuring light appetizers or a fancy, sit-down feast, map and document your strategy, namely your content mix (e.g. blogs, eBooks, static or interactive content, influencer content) and amplification plans (e.g. social and third-party channels; organic or paid promotion). One tasty menu item to consider is influencer content. Whether you have a collection of influencer insights in your pantry or you’ll need to shop around, influencers can add sweet and savory flavor to bolster your story and strategy, and help with amplification. As Ursula Ringham, SAP’s Head of Global Influencer Marketing, told me in an interview not long ago: “In marketing, story is everything. But in order to tell a compelling story, you have to be immersed. Bring empathy and understanding, bring purpose, and bring insight—the latter of which influencers can certainly help with.”  As always, determine how you’ll track and measure performance. This will help you understand if your leftovers were love at first-bite, or could use a little extra seasoning to punch the flavor up. Also, if you’re making something from scratch—like a brand new campaign—think critically about how all of your ingredients will lend themselves to repurposing, as well as how the content you already have can add some nice flavoring. [bctt tweet="Bring empathy and understanding, bring purpose, and bring insight—the latter of which influencers can certainly help with. - @ursularingham #InfluencerMarketing #ContentMarketing" username="toprank"]

#4 – Pick up missing ingredients.

The key to effectively repurposing your content marketing leftovers is adding something new to make it unique. You don’t want to simply rearrange content on the dinner plate. One of the best ingredients you can add to your content dish is personalization, according to our own CEO, Lee Odden. “While creative repurposing of content gives marketers many more assets for SEO, social promotions, websites, blogs, email, and advertising, it is treating repurposing as a form of personalization that can yield some of the greatest benefits," he says. "After all, are you repurposing content for your benefit as a marketer to hit your KPIs or are you trying to provide content that’s meaningful to buyers seeking answers to help them make decisions? That simple shift in perspective can make all the difference—for your content marketing performance and for prospects.” In addition, content curation can be a tangy new ingredient. Content curation is all about finding and sharing the best of the best content that’s out there. As Lee also says: “Pure creation is demanding. Pure automation doesn’t engage. Curating content can provide the best of both.” For example, each week TopRank Marketing curates interesting news tidbits from around the industry to help our readers stay on top of the latest news, trends, and best practices. But to add a little personalization and spice, the talented Tiffani Allen and Josh Nite record a video segment featuring some of the top news items of the week.

[bctt tweet="Treating #ContentRepurposing as a form of #personalization that can yield some of the greatest benefits. - @leeodden #ContentMarketing" username="toprank"]

#5 – Slice, dice, and spice your leftovers.

You know who you’re inviting to dinner. You’ve scoured your pantry, made your menu, and assembled your missing ingredients. Now it’s time to slice, dice, spice, and cook up your leftover dishes. It’s time to create. The beauty here is that you’ve been able to streamline your cookline. But whipping up all the deliciousness doesn’t need to fall on one chef. Get multiple cooks in the kitchen to ensure your content is cooked evenly and with the necessary flair to delight your guests. Certainly, you’ll be leveraging your internal subject matter experts and writers to get work done. But, of course, you can always invite a guest chef—like hiring a digital marketing agency partner—into the content creation kitchen to get some extra support or cater the entire meal. In addition, don’t be afraid to experiment with your ingredients. Use the resources and knowledge you have, as well as your creative spirit, to do something totally different, even if it’s a little risky. As the incomparable Ann Handley has said: “The best content creators take risks. They experiment. And they sometimes fail.” [bctt tweet="The best content creators take risks. They experiment. And they sometimes fail. - @annhandley, @MarketingProfs #ContentCreation" username="toprank"]

#6 – Reheat and feast.

Your dishes are prepared, and now it’s time to heat and serve to your audience. But now is not the time to hit publish, schedule a few social messages, and move onto the next recipe. In order to whet your audience’s appetite, consistent, well-timed, ongoing promotion is critical. Ideally, your amplification plan was baked into your meal planning process. As Content Marketing Institute’s (CMI) Vice President of Marketing, Cathy McPhillips, says: “Marketers spend time creating epic content, so why not spend that same amount of time coming up with a plan for distribution and promotion?” But once the content rolls out, you may need to add extra salt and pepper to taste.

via GIPHY Send an email to your list. Optimize for organic search. Syndicate your content to industry associations. Leverage paid social or paid search promotion. There are dozens of amplification tactics that can broaden your reach and results. [bctt tweet="Marketers spend time creating epic content, so why not spend that same amount of time coming up with a plan for distribution and promotion? - @cmcphillips #ContentMarketing #ContentPromotion" username="toprank"] Read: 50 Content Promotion Tactics to Help Your Great Content Get Amazing Exposure

Get to the Content Repurposing Kitchen

You’re under constant pressure to create timely, quality, relevant content for your audience. But that content doesn’t have to be net-new to effectively inform, engage, and inspire audience action. Your content pantry already has many of the ingredients you need to whip up a fancy feast that will satisfy your audience’s appetite for answers and delight their taste buds in a way that’ll have them asking for seconds. Get started by taking inventory of your existing content assets and their performance. From there, make sure your audiences are clearly defined, so you can map refreshed content to them during the menu planning stage. Then, determine how you’ll season your dish with new insights and spins to take you into the content creation phase. Finally, once your dish has been constructed, leverage multiple amplification tactics on an ongoing basis to ensure you’re giving as many people as possible the opportunity for a taste test. Now, who’s hungry?

via GIPHY When done right, content repurposing is a useful marketing hack. But it most certainly shouldn’t be looked at as a shortcut. Get insight on five content marketing shortcuts you should avoid at all costs.

The post 6 Steps for Making Delicious Meals Out of Your Content Marketing Leftovers appeared first on Online Marketing Blog - TopRank®.

from The SEO Advantages https://www.toprankblog.com/2018/11/repurposing-content-marketing-leftovers/

[befoundonlinemarketing]

6 Steps for Making Delicious Meals Out of Your Content Marketing Leftovers

What’s the best part about Thanksgiving? Sorry, that was rhetorical. Clearly, there’s only one correct answer and that is: Devouring reimagined leftovers for days to come. Hot turkey sandwiches smothered in gravy. Fried stuffing bites drizzled with cranberry sauce. Turkey a la king. Turkey noodle soup. Turkey pot pie. Turkey … everything. Do I need to go on?

via GIPHY For content marketers, every day can be Thanksgiving. You have no shortage of content ingredients on-hand—from tasty influencer tidbits to assets overflowing with insight and flavor. And with a dash of new content, a cup of creative planning, and a large dollop of strategy, you can repurpose “content leftovers” into deliciously satisfying meals for your audiences, all while reducing production time and boosting efficiency, and without sacrificing taste.

Step-By-Step Cooking Instructions for Delectable Content Marketing Leftovers

#1 - Take a peek in your existing content pantry for inspiration.

From white papers and eBooks to blog posts and original or third-party research, if there’s one thing that every content marketer has in spades, it’s a fully stocked content pantry. But like any pantry, as more items get added, many delicious essentials get pushed to the back and start collecting dust. So, throw open your content cupboard and dig into your full stock of assets for inspiration. Dive into the data to draw insight into which content items are being devoured whole, which are being picked at, and which have gone stale. All of that content—fresh or seemingly expired—has the potential to be carved into something new and fresh. [bctt tweet="All content—fresh or seemingly expired—has the potential to be carved into something new and fresh. - @CaitlinMBurgess #ContentMarketing #ContentRepurposing" username="toprank"] Get the recipe for Repurposed Content Cobbler.

#2 - Review your guest list.

The yum-factor of any delicious leftover dish is in the “eye of the beholder”: the taste buds of your dinner guests. And that means that any good host needs to thoughtfully consider who they’re cooking for to avoid leaving a bad taste—or prevent an allergic reaction.

via GIPHY For marketers, the success of your content hinges on your ability to create something that resonates with your audience. When a piece of content connects with a customer or buyer, it makes them feel like you get it, that you understand their point of view or struggle, that you hold the answers to their questions—and that you may be worth dining with on a regular basis. So, before slicing and dicing or investing in new ingredients, make sure you understand who you’re inviting to dinner and what they’re hungry for. [bctt tweet="Before slicing and dicing or investing in new ingredients, make sure you understand who you’re inviting to dinner and what they’re hungry for. - @CaitlinMBurgess #ContentMarketing #ContentRepurposing" username="toprank"]

#3 - Plan your menu.

Once you’ve consulted your content pantry and finalized your guest list, it’s time to create your strategic menu. Whether you’re planning a social hour featuring light appetizers or a fancy, sit-down feast, map and document your strategy, namely your content mix (e.g. blogs, eBooks, static or interactive content, influencer content) and amplification plans (e.g. social and third-party channels; organic or paid promotion). One tasty menu item to consider is influencer content. Whether you have a collection of influencer insights in your pantry or you’ll need to shop around, influencers can add sweet and savory flavor to bolster your story and strategy, and help with amplification. As Ursula Ringham, SAP’s Head of Global Influencer Marketing, told me in an interview not long ago: “In marketing, story is everything. But in order to tell a compelling story, you have to be immersed. Bring empathy and understanding, bring purpose, and bring insight—the latter of which influencers can certainly help with.”  As always, determine how you’ll track and measure performance. This will help you understand if your leftovers were love at first-bite, or could use a little extra seasoning to punch the flavor up. Also, if you’re making something from scratch—like a brand new campaign—think critically about how all of your ingredients will lend themselves to repurposing, as well as how the content you already have can add some nice flavoring. [bctt tweet="Bring empathy and understanding, bring purpose, and bring insight—the latter of which influencers can certainly help with. - @ursularingham #InfluencerMarketing #ContentMarketing" username="toprank"]

#4 – Pick up missing ingredients.

The key to effectively repurposing your content marketing leftovers is adding something new to make it unique. You don’t want to simply rearrange content on the dinner plate. One of the best ingredients you can add to your content dish is personalization, according to our own CEO, Lee Odden. “While creative repurposing of content gives marketers many more assets for SEO, social promotions, websites, blogs, email, and advertising, it is treating repurposing as a form of personalization that can yield some of the greatest benefits," he says. "After all, are you repurposing content for your benefit as a marketer to hit your KPIs or are you trying to provide content that’s meaningful to buyers seeking answers to help them make decisions? That simple shift in perspective can make all the difference—for your content marketing performance and for prospects.” In addition, content curation can be a tangy new ingredient. Content curation is all about finding and sharing the best of the best content that’s out there. As Lee also says: “Pure creation is demanding. Pure automation doesn’t engage. Curating content can provide the best of both.” For example, each week TopRank Marketing curates interesting news tidbits from around the industry to help our readers stay on top of the latest news, trends, and best practices. But to add a little personalization and spice, the talented Tiffani Allen and Josh Nite record a video segment featuring some of the top news items of the week.

[bctt tweet="Treating #ContentRepurposing as a form of #personalization that can yield some of the greatest benefits. - @leeodden #ContentMarketing" username="toprank"]

#5 – Slice, dice, and spice your leftovers.

You know who you’re inviting to dinner. You’ve scoured your pantry, made your menu, and assembled your missing ingredients. Now it’s time to slice, dice, spice, and cook up your leftover dishes. It’s time to create. The beauty here is that you’ve been able to streamline your cookline. But whipping up all the deliciousness doesn’t need to fall on one chef. Get multiple cooks in the kitchen to ensure your content is cooked evenly and with the necessary flair to delight your guests. Certainly, you’ll be leveraging your internal subject matter experts and writers to get work done. But, of course, you can always invite a guest chef—like hiring a digital marketing agency partner—into the content creation kitchen to get some extra support or cater the entire meal. In addition, don’t be afraid to experiment with your ingredients. Use the resources and knowledge you have, as well as your creative spirit, to do something totally different, even if it’s a little risky. As the incomparable Ann Handley has said: “The best content creators take risks. They experiment. And they sometimes fail.” [bctt tweet="The best content creators take risks. They experiment. And they sometimes fail. - @annhandley, @MarketingProfs #ContentCreation" username="toprank"]

#6 – Reheat and feast.

Your dishes are prepared, and now it’s time to heat and serve to your audience. But now is not the time to hit publish, schedule a few social messages, and move onto the next recipe. In order to whet your audience’s appetite, consistent, well-timed, ongoing promotion is critical. Ideally, your amplification plan was baked into your meal planning process. As Content Marketing Institute’s (CMI) Vice President of Marketing, Cathy McPhillips, says: “Marketers spend time creating epic content, so why not spend that same amount of time coming up with a plan for distribution and promotion?” But once the content rolls out, you may need to add extra salt and pepper to taste.

via GIPHY Send an email to your list. Optimize for organic search. Syndicate your content to industry associations. Leverage paid social or paid search promotion. There are dozens of amplification tactics that can broaden your reach and results. [bctt tweet="Marketers spend time creating epic content, so why not spend that same amount of time coming up with a plan for distribution and promotion? - @cmcphillips #ContentMarketing #ContentPromotion" username="toprank"] Read: 50 Content Promotion Tactics to Help Your Great Content Get Amazing Exposure

Get to the Content Repurposing Kitchen

You’re under constant pressure to create timely, quality, relevant content for your audience. But that content doesn’t have to be net-new to effectively inform, engage, and inspire audience action. Your content pantry already has many of the ingredients you need to whip up a fancy feast that will satisfy your audience’s appetite for answers and delight their taste buds in a way that’ll have them asking for seconds. Get started by taking inventory of your existing content assets and their performance. From there, make sure your audiences are clearly defined, so you can map refreshed content to them during the menu planning stage. Then, determine how you’ll season your dish with new insights and spins to take you into the content creation phase. Finally, once your dish has been constructed, leverage multiple amplification tactics on an ongoing basis to ensure you’re giving as many people as possible the opportunity for a taste test. Now, who’s hungry?

via GIPHY When done right, content repurposing is a useful marketing hack. But it most certainly shouldn’t be looked at as a shortcut. Get insight on five content marketing shortcuts you should avoid at all costs.

The post 6 Steps for Making Delicious Meals Out of Your Content Marketing Leftovers appeared first on Online Marketing Blog - TopRank®.

6 Steps for Making Delicious Meals Out of Your Content Marketing Leftovers posted first on http://www.toprankblog.com/

[christopheruearle]

6 Steps for Making Delicious Meals Out of Your Content Marketing Leftovers

What’s the best part about Thanksgiving? Sorry, that was rhetorical. Clearly, there’s only one correct answer and that is: Devouring reimagined leftovers for days to come. Hot turkey sandwiches smothered in gravy. Fried stuffing bites drizzled with cranberry sauce. Turkey a la king. Turkey noodle soup. Turkey pot pie. Turkey … everything. Do I need to go on?

via GIPHY For content marketers, every day can be Thanksgiving. You have no shortage of content ingredients on-hand—from tasty influencer tidbits to assets overflowing with insight and flavor. And with a dash of new content, a cup of creative planning, and a large dollop of strategy, you can repurpose “content leftovers” into deliciously satisfying meals for your audiences, all while reducing production time and boosting efficiency, and without sacrificing taste.

Step-By-Step Cooking Instructions for Delectable Content Marketing Leftovers

#1 - Take a peek in your existing content pantry for inspiration.

From white papers and eBooks to blog posts and original or third-party research, if there’s one thing that every content marketer has in spades, it’s a fully stocked content pantry. But like any pantry, as more items get added, many delicious essentials get pushed to the back and start collecting dust. So, throw open your content cupboard and dig into your full stock of assets for inspiration. Dive into the data to draw insight into which content items are being devoured whole, which are being picked at, and which have gone stale. All of that content—fresh or seemingly expired—has the potential to be carved into something new and fresh. [bctt tweet="All content—fresh or seemingly expired—has the potential to be carved into something new and fresh. - @CaitlinMBurgess #ContentMarketing #ContentRepurposing" username="toprank"] Get the recipe for Repurposed Content Cobbler.

#2 - Review your guest list.

The yum-factor of any delicious leftover dish is in the “eye of the beholder”: the taste buds of your dinner guests. And that means that any good host needs to thoughtfully consider who they’re cooking for to avoid leaving a bad taste—or prevent an allergic reaction.

via GIPHY For marketers, the success of your content hinges on your ability to create something that resonates with your audience. When a piece of content connects with a customer or buyer, it makes them feel like you get it, that you understand their point of view or struggle, that you hold the answers to their questions—and that you may be worth dining with on a regular basis. So, before slicing and dicing or investing in new ingredients, make sure you understand who you’re inviting to dinner and what they’re hungry for. [bctt tweet="Before slicing and dicing or investing in new ingredients, make sure you understand who you’re inviting to dinner and what they’re hungry for. - @CaitlinMBurgess #ContentMarketing #ContentRepurposing" username="toprank"]

#3 - Plan your menu.

Once you’ve consulted your content pantry and finalized your guest list, it’s time to create your strategic menu. Whether you’re planning a social hour featuring light appetizers or a fancy, sit-down feast, map and document your strategy, namely your content mix (e.g. blogs, eBooks, static or interactive content, influencer content) and amplification plans (e.g. social and third-party channels; organic or paid promotion). One tasty menu item to consider is influencer content. Whether you have a collection of influencer insights in your pantry or you’ll need to shop around, influencers can add sweet and savory flavor to bolster your story and strategy, and help with amplification. As Ursula Ringham, SAP’s Head of Global Influencer Marketing, told me in an interview not long ago: “In marketing, story is everything. But in order to tell a compelling story, you have to be immersed. Bring empathy and understanding, bring purpose, and bring insight—the latter of which influencers can certainly help with.”  As always, determine how you’ll track and measure performance. This will help you understand if your leftovers were love at first-bite, or could use a little extra seasoning to punch the flavor up. Also, if you’re making something from scratch—like a brand new campaign—think critically about how all of your ingredients will lend themselves to repurposing, as well as how the content you already have can add some nice flavoring. [bctt tweet="Bring empathy and understanding, bring purpose, and bring insight—the latter of which influencers can certainly help with. - @ursularingham #InfluencerMarketing #ContentMarketing" username="toprank"]

#4 – Pick up missing ingredients.

The key to effectively repurposing your content marketing leftovers is adding something new to make it unique. You don’t want to simply rearrange content on the dinner plate. One of the best ingredients you can add to your content dish is personalization, according to our own CEO, Lee Odden. “While creative repurposing of content gives marketers many more assets for SEO, social promotions, websites, blogs, email, and advertising, it is treating repurposing as a form of personalization that can yield some of the greatest benefits," he says. "After all, are you repurposing content for your benefit as a marketer to hit your KPIs or are you trying to provide content that’s meaningful to buyers seeking answers to help them make decisions? That simple shift in perspective can make all the difference—for your content marketing performance and for prospects.” In addition, content curation can be a tangy new ingredient. Content curation is all about finding and sharing the best of the best content that’s out there. As Lee also says: “Pure creation is demanding. Pure automation doesn’t engage. Curating content can provide the best of both.” For example, each week TopRank Marketing curates interesting news tidbits from around the industry to help our readers stay on top of the latest news, trends, and best practices. But to add a little personalization and spice, the talented Tiffani Allen and Josh Nite record a video segment featuring some of the top news items of the week.

[bctt tweet="Treating #ContentRepurposing as a form of #personalization that can yield some of the greatest benefits. - @leeodden #ContentMarketing" username="toprank"]

#5 – Slice, dice, and spice your leftovers.

You know who you’re inviting to dinner. You’ve scoured your pantry, made your menu, and assembled your missing ingredients. Now it’s time to slice, dice, spice, and cook up your leftover dishes. It’s time to create. The beauty here is that you’ve been able to streamline your cookline. But whipping up all the deliciousness doesn’t need to fall on one chef. Get multiple cooks in the kitchen to ensure your content is cooked evenly and with the necessary flair to delight your guests. Certainly, you’ll be leveraging your internal subject matter experts and writers to get work done. But, of course, you can always invite a guest chef—like hiring a digital marketing agency partner—into the content creation kitchen to get some extra support or cater the entire meal. In addition, don’t be afraid to experiment with your ingredients. Use the resources and knowledge you have, as well as your creative spirit, to do something totally different, even if it’s a little risky. As the incomparable Ann Handley has said: “The best content creators take risks. They experiment. And they sometimes fail.” [bctt tweet="The best content creators take risks. They experiment. And they sometimes fail. - @annhandley, @MarketingProfs #ContentCreation" username="toprank"]

#6 – Reheat and feast.

Your dishes are prepared, and now it’s time to heat and serve to your audience. But now is not the time to hit publish, schedule a few social messages, and move onto the next recipe. In order to whet your audience’s appetite, consistent, well-timed, ongoing promotion is critical. Ideally, your amplification plan was baked into your meal planning process. As Content Marketing Institute’s (CMI) Vice President of Marketing, Cathy McPhillips, says: “Marketers spend time creating epic content, so why not spend that same amount of time coming up with a plan for distribution and promotion?” But once the content rolls out, you may need to add extra salt and pepper to taste.

via GIPHY Send an email to your list. Optimize for organic search. Syndicate your content to industry associations. Leverage paid social or paid search promotion. There are dozens of amplification tactics that can broaden your reach and results. [bctt tweet="Marketers spend time creating epic content, so why not spend that same amount of time coming up with a plan for distribution and promotion? - @cmcphillips #ContentMarketing #ContentPromotion" username="toprank"] Read: 50 Content Promotion Tactics to Help Your Great Content Get Amazing Exposure

Get to the Content Repurposing Kitchen

You’re under constant pressure to create timely, quality, relevant content for your audience. But that content doesn’t have to be net-new to effectively inform, engage, and inspire audience action. Your content pantry already has many of the ingredients you need to whip up a fancy feast that will satisfy your audience’s appetite for answers and delight their taste buds in a way that’ll have them asking for seconds. Get started by taking inventory of your existing content assets and their performance. From there, make sure your audiences are clearly defined, so you can map refreshed content to them during the menu planning stage. Then, determine how you’ll season your dish with new insights and spins to take you into the content creation phase. Finally, once your dish has been constructed, leverage multiple amplification tactics on an ongoing basis to ensure you’re giving as many people as possible the opportunity for a taste test. Now, who’s hungry?

via GIPHY When done right, content repurposing is a useful marketing hack. But it most certainly shouldn’t be looked at as a shortcut. Get insight on five content marketing shortcuts you should avoid at all costs.

The post 6 Steps for Making Delicious Meals Out of Your Content Marketing Leftovers appeared first on Online Marketing Blog - TopRank®.

[kyungsoo-dk]

The meaning is really beautiful as well, yes.. /smiles; I always seems so romantic.

Mhn, it is. -he nods lightly- Ah.. well, that’s not a bad thing?

[baebymilk]

tiffany-cmi replied to your post: I JUST REMEMBERED THAT TIFFANY IS SOOYOUNGS LOVER...

WHAT

ye sorry its bc i hate her a lot so ://// im against everyone and everything she likes 

[xjonghun]

/throws her slippers at you;

-blinks in confusion, looking at you curiously- What was that for?

[mvtsukv-blog]

why is it not the time for lesbian sex if you aren't mad

because that doesn't mean I'm happy.