Tag: Content Marketing

Digital Marketers are swimming in so much information these days to make content marketing work and AI is serving as a life-jacket to streamline these efforts. Already 64% of B2B marketers consider AI valuable for their sales and marketing strategy.  Here are the 3 ways that AI is affecting content marketing:  Custom Feed Algorithms & Predictive Analytics With advancements in technology, AI now allows marketers to track and analyze what their users are interested in and which pieces of content will gain the most traction. With AI, marketers can review predictive analytics and generate relevant content based on the data that the AI… Read More

Measuring the success of content marketing programs is a fundamental challenge for many B2B marketers. Beyond the typical volumetrics (e.g., page views) how can marketers successfully measure content marketing in a way we can understand its impact on business. Here are three tips to help your marketing team measure content marketing success. Tip #1: Measure in Context Different types of content require different tactical measures. A tent-pole research white paper and an article for SEO have two different goals. And they should be measured differently. The former’s consumption is determined by your distribution strategy, while the latter is designed to… Read More

There are other ways we marketers can “borrow” from our PR counterparts to improve our content marketing efforts. Here are three approaches / strategies I regularly borrow from my days in PR (Ruder/Finn NY circa mid-90s). Storyline Development Creating story arcs and editorial themes are essential to good storytelling. In PR, these concepts are core to a solid strategy. Too often, however, I see content marketers don’t spend enough time developing story arcs and editorial themes for their content marketing efforts. Many fail to connect the dots between content marketing efforts into well-thought-through editorial themes. Additionally, many content marketers don’t… Read More