The great article roundup this week focuses on excellent content marketing posts, as well as a hint of what the future will bring. Forbes, ClickThrough and Search Engine Watch touch on content marketing, some intriguing case studies, the importance of storytelling, and the quantity vs. quality debate. Finally, a futuristic piece on SocialMediaExaminer looks at six of the biggest marketing trends to watch for in 2013 and why they are so important.
Christa Carone offers takeaways from big brands that are really succeeding with content marketing. Some of the key elements she writes about are knowing the purpose of your content marketing, as well as making sure that the content is relevant. She stresses the importance of setting expectations and changing your angle if you aren’t reaching them.
If you really want your content to work for you then ClickThrough says you shouldn’t allow it to be swallowed up by sales promotions. It looks at proper forms of engagement, as well the importance of traffic and trust. But the most important point has to do with content marketing as storytelling. If you release helpful, interesting content then sales are a natural occurrence. Remember not to give away too much of your knowledge for free though, ideally small bits would be released over a long period of time.
Patricia Redsicker looks at new studies that show consumers want to use different channels simultaneously, which makes it a challenge for a marketer to keep up. She looks at six key upcoming marketing trends that will impact overall strategy, including media fragmentation, the smartphone world and branded content.
Uri Bar-Joseph looks at the concept of quality within the context of SEO and finds himself asking, how do you quantify quality? Realizing that some of his own favourite posts didn’t reach their full potential, he wonders how often this happens to other pieces of content. Essentially, there is a lot of content that people are missing because they aren’t getting the benefit of the big numbers. Uri looks at different social signals, their importance and why quantity always wins.