Content Marketing Archives : Bruce Clay BlogJuly 30, 2014
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.
July 24, 2014
Google Author Rank is coming. Author Rank is an algorithmic analysis of an author’s authority which is used as a search engine ranking signal. When Google Author Rank comes, you’ll want to be ready, having firmly established yourself as a trustworthy authority. Now is the time for authors, journalists, bloggers and other content creators to evaluate themselves […]
June 25, 2014
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.
June 12, 2014
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!”
May 23, 2014
SMX Advanced 2014 is drawing closer — three weeks to go and we’re psyched. Today, we continue to the SMX Advanced 2014 Interview Series with David Roth. As the vice president of marketing at Move, Inc., the parent company of Realtor.com and other real estate-related web properties, Roth knows the value of high quality, compelling content — and the strategic content marketing that accompanies it.
Roth is a featured speaker in the SMX Advanced panel “Executing a Flawless Content Marketing Strategy” (June 12 at 1:30 p.m.). Alongside fellow panelists Chris Bennett (CEO of 97th Floor) and Purna Virji (Director of Communications at Petplan Pet Insurance), Roth will share his top insights on leveraging content to get the most out your content marketing strategy. The panel, moderated by Chris Sherman of Third Door Media and coordinated by Mark Traphagen of Stone Temple Consulting, will explore advanced social tactics, building authority and trust, and creating conversion funnels that transform readers into customers and fans.
Roth, who has worked with companies such as Tivo, Kodak, AOL and Hyundai, shared some of his top content marketing strategies in this exclusive interview. Discover examples of content marketing and brand stories done right, plus advice on how to take your own brand’s content strategy to the next level.
April 21, 2014
Storytelling. It’s important. I feel like you, my Internet marketing comrades, get this by now. Interruption marketing is dead, the online attention span is dwindling, content creation is up, and your brand needs a hook to catch consumer attention before the message goes in one ear and out the other (if it even gets to the first ear at all).
You get it.
But what if you’re not GoPro? What if your brand is boring or mundane? What if you sell less than sexy everyday products like graham crackers or online classes?
Enough with the what-ifs.
Storytelling that works is all about telling your story in a context that gets people thinking about their own lives. Every brand, no matter how “boring,” has some special hook in their product line or their value system that is a great story just waiting to be told.
Taking a cue from the experts that are already doing it right, here are three great examples of big brands that are content marketing with stories that sell, and five reasons why their campaigns work so well.
April 11, 2014
The SEO benefits of publishing and content marketing are huge. Google’s head of webspam, Matt Cutts, has long preached that unique, compelling, user-focused content is the hallmark of a quality, well-ranking site. As brands become publishers, they also stand to earn top-of-mind recall and establish brand recognition.
Yesterday, Bruce Clay, Inc. hosted #SEOchat on Twitter. On the agenda? Brands as Publishers.
When SEOs take on a content publisher orientation, it helps think in terms of how to tell stories and how to manage assets as publisher organizations do. The best brands tell stories that resonate with their consumers — think of Dove’s “Campaign for Real Beauty” or Dos Equis’ “The Most Interesting Man in the World.” These brands aren’t just advertising — they’re telling stories. This kind of strategic content marketing means brands and businesses have to be capable in the role of a publisher, i.e. creating and curating content, images and video that targets and engages specific audiences.
Read all about what SEOs discussed during this week’s Brands as Publishers #SEOchat.
April 8, 2014
Brands — including your business or the business you work for — have a monumental task of transforming into publishers. (Because brands are publishers today.) So in your Internet marketing role you’re wearing many hats, developing and optimizing the content to publish across the channels, and coordinating the various interests of the brand across the organization. To aid you in this task, we’ve published “Content Marketing Strategies for Professionals,” within which renowned social media strategist and community builder Michael Brito contributes a section on where paid, earned and owned media intersect, and how to maximize the impact of these channels through synergistic strategy.
March 11, 2014
What does it mean to adopt a “media-first” business strategy?
In this session Copyblogger Media Founder and CEO Brian Clark is going to tell us (in 25 minutes or less) the ingredients of engaging content, what it means to adopt a media-first business strategy, and the changes organizations must make to survive in the era of content-first marketing.
February 25, 2014
Heads up savvy marketers: add Andy Crestodina to your Google+ circles. By following Andy on Google+ you’ll be keyed into a range of weighty and forward-looking content marketing topics, but one place where he’s carved out a niche as an expert is that SEO-critical and evolving frontier, Google Authorship. Yesterday Andy posted findings that authorship rich snippets are on the rise, showing on about 23% of Google SERPs.
If you already know Andy, you know he’s an insightful and prolific contributor to the online marketing industry. Andy published Content Chemistry: An Illustrated Guide to Content Marketing after thousands of conversations with hundreds of companies in over a dozen years of web marketing. In 100 pages filled with illuminating illustrations, the handbook makes accessible the social, analytical and truly enjoyable facets of marketing online.
We tapped Andy to contribute his expertise to Content Marketing Strategies for Professionals, which you’ll find in chapter 9′s selection “Google Authorship: How to Do It and How it Effects SERP Rank.” Read on for a Q & A with Andy for advice on:
- How to include testimonials on your site so they make the greatest impact.
- How to contribute to publications and best optimize your guest content for authorship benefits.
- How to avoid the most common misunderstanding of content marketing in 2014.