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Content Marketing Archives - Bruce Clay, Inc. Blog

April 13, 2015

Creating Content for a Boring Industry? No Problem

Writing Content for a Boring Industry

In digital marketing, we talk a lot about content. Emphasizing the importance of quality content and then sharing our tips, tricks and the latest tactics can make content writing seem exciting and sexy. But the truth is, some topics and industries just feel b-o-r-i-n-g. As a writer or the person in charge of writers, how can you turn boring subjects into good content?

Creating engaging content marketing for boring industries is something I know all too well, as I got my start in this industry as a writer. I wrote on everything from LED billboards to personal injury to self-storage units. I remember what it was like to listen to fantastic presenters talk about the magic of writing great content. Then I would go back home, sit in front of my laptop and the reality would hit me again — my topics were boring, or at least they were to me. Eventually, I figured out how to overcome my writer’s block and bring those boring subjects to life.

Read more of Creating Content for a Boring Industry? No Problem to learn the top three tips that helped me when I was writing content and then later managing writers:

  • Develop real-life stories.
  • Keep your eyes open for inspiration.
  • Focus on being practical and personal.



April 9, 2015

15 Content Writer Interview Questions You Need to Ask

Content Writer Interview Questions

The Internet runs on content. One of the best investments a business can make is hiring an in-house writer tasked with being the voice of the brand online. Content is critical to successful digital marketing, and with algorithm updates like Panda and Hummingbird, it’s clear Google agrees. That’s why many brands and businesses hire full-time, in-house content writers. There’s no denying a qualified content writer can take your digital marketing to the next level. As a testament, Bruce Clay, Inc. has four full-time writers on staff.

“Think of everything that could be made better with refinement by a professional writer. There’s the website and blog, email marketing, everything social media from posts and profiles to customer service and reputation management, marketing collateral including white papers, downloads, press releases, and the kinds of creative content marketing pieces that are the currency of social media today,” said Virginia Nussey, the content and media manager here at Bruce Clay, Inc.

But not just anyone can type out the next Great American Blog Post. Finding the right content writer is a challenge. Make sure they’re educated (ideally with a degree in English, communications or journalism) and experienced (ask for their three best writing samples). The following questions (pulled directly from Bruce Clay, Inc. interviews) are great questions to ask during your content writer interview. Questions like these give you a full picture of your prospective writer’s skills.




March 3, 2015

The Power & Persuasion of Infographics #SMX #14A

David Wallace at SMX West 2015

David Wallace is the founder and CEO of SearchRank. He’s going to present a mini session at SMX West 2015 on best practices for marketing with infographics.

Infographics are AWESOME! We’re overloaded with information today. We’re visually inclined and with infographics we can learn quickly and digest info.

Read about the four styles of infographics and what marketers do have to do and what to avoid when creating and sharing them.

Read the liveblog coverage of this SMX West mini session.




February 24, 2015

Engaging Content Marketing for ‘Boring’ Industries #SEJSummit Liveblog

Mindy-Weinstein-SEJSummit2015-2

Mindy Weinstein, director of training at Bruce Clay, Inc., shares three pieces of advice for creating content when businesses are “boring” or topics are not usually addressed in polite company. Read on to find out the importance of developing real life stories, keeping your eyes open for inspiration, and focusing on being practical and persona.




September 30, 2014

SMX East Liveblog: The 4th Wave of Content Marketing

scott-brinker-longtail

Content may be king, but content marketing is a constant battle for information. Even if you make it to the top of the heap, someone’s gunning for your head. Most marketers fight this fact by creating more content, spending more money on content, and it’s asymptomatically impossible to break through.

Well, today we’re at the forefront of a movement to make technologists and marketers talk to each other. This session is called “The 4th Wave of Content Marketing: From Passive to Interactive” and it’s about the next thing in content. Don’t just publish more, make it interactive with marketing apps.

Read more in The 4th Wave in Content Marketing.




August 5, 2014

Make an Online Photo Engaging: Tools and Rules to Help Edit Images

Make an Online Photo Engaging

According to eye-tracking research, people actually look at online photos only 42 percent of the time — and the images they look at only hold their attention for less than a second. After extensive eye-tracking research, Jakob Nielsen and Kara Pernice concluded that there were clear factors that attract and repel online readers.

“There are some very creative, captivating images … graphics that evoke emotion, graphics that relay a message far better and faster than words, and graphics that illustrate a process or instructions. People look at and respond positively to these graphics. But generic and pointless images are about as compelling as a garden slug.”

When creating blog posts or web pages, images are a critical factor for both reader engagement and search engine optimization (think ethical ALT attributes and optimized file names). Readers love images. Photos draw them in and make them want to read the content. Pick up any magazine or newspaper — every article and ad speaks to this. Photos can work to inspire a feeling or clarify a concept, and they are always useful in making a page more interesting just by breaking up the text.

There are hundreds of thousands of artwork options available online — but not all photos are created equally. If you want maximum engagement, consider these five factors when making your selection.

Read more of Make an Online Photo Engaging: Tools and Rules to Help Edit Images.




July 31, 2014

E-A-T Alert! Run a Market Survey, Discover the Missing Statistic, Become the Go-To Source

Hangout with Andy Crestodina

Of the many types of content available to marketers, the humble market survey may be one of the least used. After all, surveys take a lot of planning; they require lots of people’s participation; they need technology to make them work; and results require some scientific analysis. And those steps are just the beginning, to give you something to talk about!

With so much work involved, can running a marketing survey be worth it?

Content marketer Andy Crestodina says the answer is a resounding yes — if you apply what he calls the “Missing Statistic Theory.” Having just completed a massive survey of 1000+ bloggers for Orbit Media Studios, Andy gives lots of practical insights for running a successful survey and how a marketing survey can make a website THE go-to source in an industry for years to come.




July 30, 2014

A 6-Step Guide for Repurposing Content

content cube with recycle logo

People consume content in a myriad of ways: they can read it, they can hear it, they can watch it. And everyone has a preference for how they’d like to consume their content. So, marketers, are you creating content in the format your audience prefers?

Not only does repurposing content generate media for consumption across your audience’s preferred channels, it also makes it easy to produce more content with minimal effort. You can save a lot of time and energy in the content creation process by repurposing content. Repurposing content is taking a piece of content and changing it to suit a different purpose or switching up the format to reach a new audience based on their media consumption preferences.

Read more of A 6-Step Guide for Repurposing Content.




June 25, 2014

Why Press Releases Still Matter to SEOs … and How to Write a Press Release that Entices Media

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In recent years, search engines have devalued links coming from press releases — and while Internet marketers were less than thrilled over the loss of direct SEO benefits, press releases still matter — a lot. Press releases have strong branding value, especially if a journalist turns your press release into an article that will reach the masses and live online.

Engaging press releases benefit all parties involved — journalists and editors get clued in on story leads, and brands and businesses are able to get highly valuable media coverage. How valuable is media coverage? According to Starch Research, news articles have “three times more credibility and six times more readership than paid advertising.” For more than a century, press releases have served as a direct line to media professionals and the starting point of many articles.

Read more of Why Press Releases Still Matter to SEOs … and How to Write a Press Release that Entices Media.




June 12, 2014

SMX Liveblog: Executing A Flawless Content Marketing Strategy

SMX panel on content marketing

In this SMX session, Chris Bennett, David Roth and Purna Virji will talk about how to how to get the most out of your content strategy. This particular topic is something I’ve recently been working on with my own clients so I can’t wait to hear what tips these speakers will offer.

Chris starts us off with. Chris wants to talk about getting mileage out of your content so you can stop working so hard. Stop spreading yourself too thin and stop wearing too many hats. Stop with the checklist marketing mentality.

You can stop this madness by repurposing your content in different areas for different uses. Take a piece of content (video, infographic, image etc.) and “get your MacGyver on!”

Read more of SMX Liveblog: Executing A Flawless Content Marketing Strategy




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