Content Archives - Page 2 of 6 - Bruce Clay, Inc. BlogOctober 6, 2015
Content – it’s a chief component in everyone’s digital marketing strategy. More than just tips, this morning’s Pubcon Las Vegas session on “Building Great Content” includes a case study on American Eagle Outfitters that highlights just how critical strategic content marketing really is.
Read the in-depth liveblog coverage of this session featuring Loren Baker, Ann Smarty and Stoney deGeyter.
September 29, 2015
Looking for fresh ideas for content creation? Casie Gillette, Bill Hunt and Grant Simmons shared innovative ideas and examples of how to maximize engagement by creating content that really grabs your users. Read on to discover new content insights (that you haven’t heard before!) from SMX East’s “Content, Keyword Research & The Art of Audience Engagement.”
Read the liveblog coverage.
April 13, 2015
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
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.
February 24, 2015
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.
October 1, 2014
Internet marketers know the importance of SEO, SEM and content marketing … but that’s not always the case with the C-Suite. Hillary Glaser stresses the importance of maintaining SEO. If your CEO/CMO is unconvinced of the power of ongoing Digital marketing, her insights on definitely must-shares. Erin Everhart shares the seven things she wishes execs understood. Tom Alison rounds out the session by sharing compelling statistics on the future of Digital marketing, and why PPC is necessary for branded terms.
Read more of Tough Love: What I Wish CMOs Knew About Search Marketing.
September 30, 2014
The sales funnel has exploded. However, the pieces of the funnel are still highly relevant. You need to be there in the consideration phase. You need to streamline the purchase process so it’s frictionless. You need to work to maintain retention and get fanatical loyalty.
Speaker Jeffrey K. Rohrs discusses three ways to leverage key moments in a sales funnel to make the path to purchase as frictionless as possible.
Read more in Making Moments Matter.
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
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.
July 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.