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Content marketing Archives - Page 20 of 22 - Francis Moran & AssociatesFrancis Moran & Associates

Content marketing

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A nice little story about the value of storytelling in content marketing

By Alexandra Reid

I’ve been a volunteer at Big Brothers Big Sisters Ottawa for almost a year now, running the youth mentoring organization’s online accounts and helping with its blog. As a non-profit, its budget for marketing activities is tight and so it relies greatly on word-of-mouth referrals and small events to attract volunteers, donors, and partners and spread its messages.

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Great articles roundup: Content marketing, social forums, access journalism, liars, and startup tribes

By Alexandra Reid

As a regular feature, we provide our readers with a roundup of the best articles we have read in the past week. On the podium this week are Joe Pulizzi, Social Media Examiner, Memeburn, Peter Shankman, and Fast Company.

5 critical content marketing tactics to consider now

As part of its audit and to set new goals, Content Marketing Institute is focusing on a number of key areas where it wants to improve. In this post, Joe Pulizzi shares five key content marketing tactics that are standing out for the agency.

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5 qualities of a great ghostwriter

By Alexandra Reid

While content marketing has been around for a long time, content marketing through digital channels is becoming increasingly important in many of today’s marketing programs as social media and blogging continue to rise as influential channels where corporate thought leadership can be developed and displayed.

However, many companies are struggling to properly manage these channels, which demand a considerable amount of resources, especially the human resources required to find, develop and propagate high-quality content and engage communities. We’ve all seen corporate blogs and social media accounts flop because they lacked professionalism, resources dried up or there wasn’t a sound strategy in place to encourage long-term commitment.

To ensure professional and long-term management of their channels, many companies are outsourcing some or all of their blogging and social media activities to agencies or independent ghostwriters. Ghostwriters can take on a wide range of functions, from editing to article writing and even social media communications. While each agreement will vary depending on a company’s requirements, great ghostwriters share a number of professional qualities. If you are considering hiring one or several to write or edit your content, choose those who have the following skills:

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Great articles roundup: Content marketing, stupid metrics, investments, innovation, and corporate pitches

By Alexandra Reid

As a regular feature, we provide our readers with a roundup of the best articles we have read in the past week. On the podium this week are Joe Pulizzi, BtoB, Mashable, VentureBeat, and Business2Community.

5 reasons for the great content marketing correction

If you follow the stock market, then you understand what a correction is. Technically, a correction in the stock market happens when stocks (as a whole) decline at least 10 percent over a relatively short period of time, usually after a nice run up in stocks (called a bull market). Over the last 50 years, we’ve seen (for the most part), a bull market in paid media. It was clear back then and it is even clearer today: most brands were (are) overweight in paid media and underweight in owned media. In this post, Joe Pulizzi explains that the movement of content marketing is a necessary correction in the marketplace, and why this shift is occurring.

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7 reasons why people hate your B2B business blog

By Alexandra Reid

As a content marketer, I read a lot of blogs. I subscribe to 201 blogs and have another two dozen or so outlets saved as links, which I monitor daily. I monitor streams on Twitter, LinkedIn, and Facebook and plough through Google news for hours every morning. I’m also a recent Prismatic user. This is how I uncover news for my clients and our agency and stay on top of the latest developments in each industry.

Out of the hundreds of news items I skim every day, I read perhaps only a fifth of their leads. Of those leads, only a small fraction grabs my attention and tempts me to read on. Of those I read through to the end, only a few are shared on our agency’s and client’s accounts. Needless to say, the vast majority of content I read on the Internet today is rubbish.

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