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The Rule Of Three Rs In Content Marketing (Infographic)

Content marketing is a never-ending process. As long as you need to get your customers’ attention, you always need to refine your content.

Every content marketer knows about the commitment it takes to create awesome content. It’s not about time and money, but the efforts it takes to create an amazing piece of content from abstract idea to completion. They who have experienced this process will understand how hard it is to create a great content that sells.

This is where the rule of three Rs (Reorganize, Rewrite, and Retire) comes in. Displayed as an attractive and easy to understand infographic, it is a set of re-evaluation point that you can follow to get the most out of your content marketing efforts. Without further ado, let’s take a look at the infographic below.

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Every content marketer knows about the investment it takes to create awesome content. We’re not just talking about time and money, but the blood, sweat and tears it takes to create an amazing piece of content — from ideation to completion. So you know that after you’ve traveled that path, and created great content you don’t really want it to fall flat, like a soda left out on the counter.

This is where the 3 R’s of content marketing come in – they put the pop and fizzle back into your content and make sure each piece has a good, long shelf life.  So, in order to get the most out of your content marketing efforts, keep the 3R’s in mind:

Reorganize: Pumping out solo pieces of content can be exhausting. Take a look at the content assets you already have, and those that you plan to create and ask yourself, “How can I reorganize this information?” Reorganization can mean creating an infographic from an ebook, a cheat sheet from a guide, you get the idea. But the essence of reorganize is to give your audience different ways to consume your content and to work smarter, not harder.

Rewrite: Inevitably you will create content that goes a bit stale – it could be the design, or some of the predictions, statistics, or technology moved on. One way to fix this is to rewrite your content. Before you begin, look at a piece of content with a critical eye to make sure it is worth investing more time to rewrite – was it high performing to start with? Once you have decided to rewrite, identify the aspects of the piece that make it stale and fix them; take out language that dates your piece, update old statistics, and get fresh quotes and contributions for Subject Matter Experts. Also, don’t underestimate the power of a simple design refresh.

Retire: Even with an eye towards extending the life of your content, even good content does not last forever. Content that is past its “expiration date” can be brand damaging, and effectively undo the good work your content did in the first place. In order to avoid keeping content around too long, ask yourself these questions: Is the content asset performing well? Does the content cite reports or ideas that are no longer accurate? Was the content created to support a particular moment in time that has now passed? And, most importantly, does my audience still care about this topic?

Most Australian Content Marketers Are Just Improvising When It Comes To Content Marketing

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“Most brands that went into content marketing are just improvising it. If they want a real result from the effort, they need to focus on setting out a defined strategy from a reliable and well experienced agency”, said Joe Pulizzi, the founder of the Content Marketing Institute.

While it seems obvious, most Australian marketers aren’t strategically focused on their content marketing. 74% of Australian marketers are doing more content marketing than they were a year ago. The average marketer surveyed invests more than a quarter of their total budget in content, and 63% plan to increase spending.

Pulizzi stated that Australian marketers are not very different to the US and UK marketers in that when it comes to improvised content marketing. Only 37% of them have a formal, written strategy for their content marketing. These agencies that have a solid structure are seeing the best results.

9 of 10 brands are implementing content marketing within their business, yet only 20% of marketers claimed their organisation was successful at tracking the ROI of content marketing. Less than a third (29%) think they are effective at content marketing, a drop from 33% last year. Those figures rise to 33% and 44% respectively for marketers that have a written strategy in place.

“It’s very experimental, which is fine. It’s a new discipline for most Australian businesses, but the only ones that are going to see any results are the ones writing it down – and those that are reviewing and measuring it. Those two things together are the critical differentiators”, said Pulizzi.

Engagement tops the list of goals marketers have for content marketing. However, the most used measure of success is web traffic.

Most brands, particularly small and medium-sized businesses, dive into social media when they think about attempting content marketing without having a clear reason or a goal. This is so wrong, since if you’re not trying to build an audience over the long-term, what are your true goal?

“The first thing is to just decide why you’re doing it. Lots of businesses just think that they need to be doing [content marketing] and I say: ‘Why?’. The only things I care about for content marketing are driving sales, cutting costs or leading to loyal customers” said Pulizzi.

More than a third of Australian marketers have no plan to set up a content marketing team or group within their organisation, whether that team sits in marketing, PR, or production teams. The important thing to get content marketing right is having a structure and committing to it rather than floating around. That’s why you need a reliable content marketing agency which can cater all of your problems and offer real results. Contact us today to discuss the best solution for your content marketing strategy or just give us a call on 1700 911 772.

Ten Reasons Why Visual Content Is Better Than Written Ones (Infographic)

An old adage famously stated that “a picture is worth a thousand words”.

It means a complex idea can be conveyed with just a single still image. It also aptly characterizes one of the main goals of visualisation, namely making it possible to absorb large amounts of data quickly. Thus, you need to incorporate more visual content to your existing content marketing strategy.

In today’s infographic, we will present ten reasons why content marketing is better than written content. Here are some key points:

  • Visuals build an emotional experience: Colors and images generate particular types of emotions allowing for personality, voice, and value to rise to the surface. Remember, “People will forget what you said but they will never forget how you made them feel”.
  • Image is social media friendly: Popular photo sharing apps are becoming today’s trend. Pinterest, Tumblr, Instagram, Snapchat and their variations have taken a big portion of social media market share. Slowly but sure, the Internet becomes a visual place. The popularity of social media demonstrates that visual content has become the go-to when “sharing” is the objective. Beautiful visuals can also drive users to your website, blog, CRM sign-ups, or more.
  • Our brains like images: In our day-to-day, 93% of communication is non-verbal. Individuals process visuals sixty times faster than text. Plus, average humans remember only 1/5 of what they read.
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Creating Content That Drives Organic Traffic (Infographic)

Have you ever wondered why some types of content generate lots of search traffic while others don’t?

The answer might surprise you. Content that gets lots of search traffic is typically optimised for long tail keywords, contains plenty of backlinks, and fresh. If you write content frequently, you need to focus on creating posts with exclusive data, provide trusted resources, and offer a unique perspective. Take a look at the infographic below.

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The Ultimate Content Marketing Tools In 2014

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Promoting all the content that we have created can be a daunting task.

However, as the content marketing tool landscape continues to grow, there are various tools (both free and premium) that can make your task easier. In order to figure out which tools will fit for your needs best, here is a list of content promotion tools that you might find useful. The list contains social networking channel, social media management tools, paid promotion tools, distribution tools and advocacy tools.

1. Social Networking

Use these networks to build followings, reach out to influencers and even pay for sponsored posts and customized reach.

  • Twitter. With over half a billion registered users, Twitter lets users post messages of up to 140 characters, share photos and videos, create custom lists, send direct messages, and more. Promote content on Twitter organically, with Twitter cards or paid promotions.
  • Facebook. This social media platform has over a billion users and lets users connect with friends, share links, photos, videos, and events, join groups, and more. As a marketer, there are options for promoting content organically and through paid promotions.
  • Pinterest. Marketers can share content through images and videos on customizable boards, “repin” images. Pinterest has nearly 50 million users.
  • LinkedIn. A business-focused online network that includes features such as sharing links, adding connections, joining groups, writing recommendations, searching for connections by company, industry, skills, and more. Marketers can share content through company updates, sponsored updates and LinkedIn Pulse posts.
  • Google+. Google’s social network allows users to set up hangouts using video chat, and create “circles” of people for organizing contacts and targeting messaging.
  • Offerpop. Offerpop is a social media platform for businesses to recruit, engage and convert customers.
  • SlideShare. Upload and share slide presentations, gain insight into who’s viewing your presentations, collect business leads, and more.

2.  Social Media Management Tools

These tools are great for organizing your online presence. Many allow you to post to several social networks through one dashboard and analyze the performance of your posts. This is a great way to see what types of content perform well on different social networks.

  • Sprinklr. Large global companies use this social media management system to engage with customers, connect with CRM systems, build custom widgets, publish and manage content, and more.
  • Tweetdeck. Track brand mentions and hashtags, manage multiple Twitter accounts, and schedule Tweets, all in a single Twitter platform.
  • Hootsuite. Administer multiple social media accounts, analyze social media traffic, track brand mentions, collaborate with other team members, and schedule messages and tweets through this tool.
  • Buffer. Add articles, photos, and video, and this social media tool will automatically post the content on your social media accounts throughout the day.
  • Topsy Pro. This tool allows users to track tweets over the last several years, discovering popular topics, trends and experts in the area.
  • Traackr. Manage influencer relationships with this tool, which lets users discover influencers, nurture relationships and then demonstrate the impact of these relationships.
  • Sprout Social. This management tool lets multiple users schedule, publish and analyze social media posts across several platforms.
  • Social Bro. Follow trends on Twitter and capitalize upon them with this fully functioning twitter listening and publishing tool.
  • Salesforce Marketing Cloud. Find and analyze what’s being said about your brand, along with your competitors, to find out what customers want, what content is working and how to keep up with the conversation.
  • Social Mention. A social search engine that searches for and analyzes real-time aggregated content across 100+ social media platforms.
  • Bottlenose. Users are able to track what’s trending in their industry and get warnings about breaking news stories using advanced topic discovery and NLP (Natural Language Processing).
  • Spredfast. This tool creates company-wide social media collaboration & monitoring and additionally configures social analysis reports.
  • Meltwater Buzz. This social media marketing SaaS combines monitoring & analytics with engagement to give users a complete lifecycle approach to social media community management.
  • Marketwired Resonate. With this platform, users are connected to their industry marketplace in real time through social media and traditional distribution.
  • CisionPoint. PR software that helps users reach their audiences and manage campaigns across traditional, digital and social media.
  • GetStacker. Receive all social media mentions in a single inbox, schedule messages across platforms and run reports on social media content.
  • ViralHeat. Publish, analyze and run reports about social media posts via multiple networks.

3.  Premium Tools

Use these tools to advertise your content on websites across the Internet.

  • ContentGain. This widget places links to third-party content on other websites to boost distribution. The original content publisher shares ad revenue with the website sharing the content.
  • OneSpot. For many marketers, there is not enough time in the day to sufficiently promote This tool automatically turns owned or earned content into optimized ads, distributes the content across OneSpot’s ad inventory, retargets users, and monitors results.
  • Gravity. Using algorithms based on users’ reading and sharing history, Gravity enables websites to deliver personalized recommendations.
  • Outbrain. This content discovery tool recommends your content to readers of other premium publishers, offering a personalized reader experience while exposing your content to engaged readers.
  • Vocus. This tool scans for prospects who are looking for companies like yours, suggests relevant social conversations and distributes your press for traffic and search.
  • Taboola. This promotional tool takes your content and places it on publishing websites, targeting it towards your selected audience.
  • nRelate. This platform helps content developers and publishers find an easier path to their target audience and grows their reader-base from their sites or elsewhere on the web.
  • Content Blvd. Connect with brands and publishers to create relevant and rewarding product placements.
  • Vibrant Media. This native advertising tool places content ads within other forms of editorial content. All triggers are user-initiated.
  • Disqus. This discussion platform helps bloggers and website publisher engage readers through the comment section.
  • ContentClick. A native ad delivery system that integrates content into thousands of blogs & websites.
  • Zemanta. Zemanta partners with many native ad neworks such as Outbrain and nRelate.
  • Adblade. Target content with advertisement opportunities on over 1,00 branded content sites.
  • Mylikes. This tool places content on various websites and allows you to control your daily budget and bidding strategy.
  • PubExchange. PubExchange helps create partnerships between content creators. These partners then share each other’s ads for each other’s content on their blogs and other websites.

4. Distribution Tools

Expand the reach of your content to these networks.

  • Brightcove. This provider of cloud content services offers an online video platform for adding custom video players to websites, social media profiles, and mobile destinations.
  • PR Newswire. Distribute news releases to a global media database of more than 700,000 journalists and blogger contacts, monitor traditional and social media, and engage in real time conversations with journalists, bloggers, and other influencers.
  • Cadence9. This unified solution for managing content marketing lets marketers plan content using an editorial calendar, assign tasks to team members, administer content creation and publishing workflow, and more.
  • Papershare. Cloud-based promotional tool for content marketers that distributes to multiple channels and alerts marketing and sales teams when content is published. Leads are also integrated into Salesforce and marketing automation platforms.
  • PixxFly. Automate the distribution and syndication of all your content with this outbound marketing automation solution.

5. Advocacy Tools

One of the most powerful forms of content promotion could be inside your own company. Use these tools to enable your employees (and, in some cases your customers) to share content across their own social media profiles.

  • GaggleAMP. Amplify social media efforts with this tool that allows you to create “gaggles” of people who can share company social media updates to their followers.
  • SocialChorus. Create brand ambassadors out of employees, customers and partners with this tool that allows for the amplification of social media posts.
  • Amplifinity. This tool creates advocacy programs across several mediums such as email, direct mail and social media.
  • EveryoneSocial. Allow employees and customers to build their own social profiles while simultaneously sharing your company’s created and curated content.
  • SoAmpli. Encourage employees to become brand advocates with this tool that helps you feed content to employees and reward them accordingly.
  • Influitive. Create an army of advocates with this tool that fosters a community of customers to share your content across various platforms.
  • SocialLook. Increase content traffic and conversion rates by sending messages through employees’ social media presence.

How To Tame The Content Beasts (Infographic)

A badly handled content marketing can backfire to you.

Various forms of content like infographics, webinars, videos, white papers and many more may come with numerous monstrous tasks when used in your content marketing strategy. However, these beasts can be tamed. Content marketing is not an easy task. It takes a lot of dedication to get it done right. In the following infographic, you will find out some particular problems that you may encounter with specific forms of content and the best solution on how to overcome them.

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Content Curation Tools Simplified (Infographic)

The content curation process is a lot easier if you use the right tools.

Nowadays, 43% of small business marketers spend six or more hours a week on social media, searching for content and trying to get audience’s attention. However, one-third of CEOs, owners and business owners want to spend less time focusing on it. Simplification is a must and choosing the best content curation tools is the right decision. There are tons of tools that can be utilised to help streamline the curation process and share it with your team, but which ones are the best? Here’s a list of where to start and how to keep social media from taking over your business life.

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The Five Laws Of Content Marketing (Infographic)

At a glance, content marketing seems simple enough to execute.

In reality, the actual work might be daunting even for experienced marketers. The fact  is, we are dealing with a huge amount of procedures and principles to craft a solid content marketing strategy. If you want to skip all of these overwhelming details, today we summarise almost all best points in content marketing business into this handy infographic on the hard-and-fast rules of content marketing. Learn, practice and perform. That’s the key to a successful content marketing strategy.

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Executing A Content Audit In The Right Way

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Content audit is one of the most important task to do if you’re working on any kind of redesign project involving a large amount of content, such as that of a website, intranet or mobile site.

For those who don’t know, content audit is not something you’re necessarily going to want to tackle. It’s one of those tedious jobs that hardly anyone talks about. However, you can’t undertake a redesign of a content-heavy site without it.

Content Audit In A Nutshell

In short, content audit is the activity of checking all of the content on a website and compiling it into a big list. There are three main types of content audits that you can perform:

  • Full content inventory: A complete listing of every content item on the site. This may include all pages as well as all assets, like downloadable files and videos.
  • Partial content inventory: A listing of a subset of the site’s content. A partial inventory may include, for example, the top few levels of a hierarchical site or the past six months of articles. All sections of the site will be covered.
  • Content sample: A less detailed collection of example content from the site.

What is a Content Audit Used For?

The main purpose of a content audit is to produce a listing of the site’s content, usually in a big spreadsheet.

This list of content will come in handy at various stages of the project. If you’re re-doing the information architecture, you’ll return to it again and again to remind yourself of the details of each page; you can also use it to talk to authors about managing and rewriting their content; and if you’re going to be moving to a new content management system, you’ll use it to keep note of what you started with, and where you’re up to.

That said, having a comprehensive list of content isn’t the only benefit of this process. Just by taking the audit you’ll get a much better understanding of the content. You may find things you didn’t know existed, spot duplication and identify all kinds of relationships in the content. It can also serve as a precursor to a more comprehensive content analysis, but that’s a topic for another post!

What Does A Content Audit Include?

You need to record a content audit in a spreadsheet, mainly because spreadsheets are so flexible. They are also great at holding a large amount of information in a fairly manageable way. Plus they’re easy to share with other people.

Try to collect the following information for every page:

  • Navigation title: The name of the main navigation link to the content (e.g. the link title in the main navigation)
  • Page name: The displayed page title
  • URL: You may want to display the URL or just link from the page name
  • Comments: Notes and things for you to remember
  • Content hierarchy: Some way of showing the basic relationship of the content items

You may also like to add information about:

  • Content Type: Is this a basic page, publication, news story, article, technique, FAQ, or something else?
  • Basic content description: A brief reminder about what’s on the page
  • Topic, tags or category: Meta data for products, articles, news, blog posts
  • Author: Who wrote this content?
  • Owner: Who is responsible for the content?
  • Date last updated: When was the content last updated?
  • Attached files: How many files are attached, and what type of files are they?
  • Related: What information is linked from sidebars or Related Links boxes on this page?
  • Availability: Is the content available to desktop, mobile and/or app users? Is the content syndicated to other sites?
  • A numbering system: An index to help you when referring to each content item.

You may need to collect different information for each type of content. For example, you may want to list topics or categories for news content; and only list downloadable files in a publications area.

The most important thing to know about a content audit is there really is no right or wrong way to do it. Content audit is a tool for you to use throughout your project, so create yours in a way that will help you. Don’t be afraid to adapt it after you start, as each client and project is different.

Where to Begin

Getting started is easy! Here’s how you make the spreadsheet:

1. List the main pages or sections of the site in the first column of your spreadsheet (right alongside your index).

2. Choose one page to start with and dive into it, capturing the information you’ve decided upon for that page.

3. If that page has sub-pages, make a list of each of them, and repeat the process for each of these in turn.

4. Then just keep going, until you’ve explored and written down everything you need to. That’s all.

If you’re auditing a big site, it can be very easy to get lost. You need to take this process step-by-step, and to finish one section before starting another.

Tips

  • If your site is run from a CMS, you should be able to get access to a list of all the pages from the site. If it’s a good CMS, and the content is already fairly well structured, you may even be able to have the CMS generate a good quality starter audit for you. If the CMS can’t do it, a tool like the Content Analysis Tool may help.
  • Don’t capture information you are unlikely to need or use. If you’re unsure whether you need information for a specific page, write it down for a handful of pages, to get a feel for whether it will be useful. You can always come back and fill it in for other pages at a later stage.
  • It can sometimes be difficult to determine how a site is structured. In fact, often the process of figuring out what the main sections of a site are can be a challenge. Don’t worry too much about getting the relationships right and showing how pages are connected at the beginning. Just focus on getting pages written down into the spreadsheet—as you get through the audit, you may find a better way of organising the information.
  • Don’t expect the content audit to be fast. Big sites can take days and days to audit. I use this fact as an excuse to buy new music, then sit down and plough through it!
  • Don’t try to take shortcuts, skip sections or skim through without really looking. It’s important that you understand all of the content before you try to work with it later.
  • If you’re working on a brand new site, a content audit can still be useful. Instead of starting with the current site, make a list of all of the resources you’ll be using—printed procedure manuals, fact sheets, videos, paper forms and other documents that will influence the site.

It All Starts with Content

Whether you decide to create a comprehensive list of every item or just a sample items, a content audit is an important process in the path to understanding any content-heavy website. While the process may sound boring, it will provide you with the insight and context you need to make informed design decisions.

Creating a content audit doesn’t require years of experience, but it does require patience, persistence, curiosity, and attention to detail. Take a look at the video below:

The Top Ten Content Marketing Lessons

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In today’s social media era, everyone is a publisher. They want to be awesome online. No one wants to be average.

Here are top ten lessons you can learn and apply to your content, blog and website:

1. Don’t expect to be successful all the time.

All marketers want their content to be successful every time. However, that’s not going to happen. A recent study revealed that only 0.3% of articles will reach the top level with over 1,000,000 views. The reality is that you will only have some of your content go viral.

So how to achieve success? Persistence is the key. A lot of trial and error experiments might be tiresome and frustrating, but that’s the only reason you will stay in the game longer than the others.

2. Write multiple headlines for each article.

David Ogilvy was famous for having written over 100 headlines for one advertisement. If you are serious about content marketing this is one of the “biggies”. Learn and keep learning to write the best headlines you can.

3. Make a large listicle of headlines.

In order to build a solid editorial, you need to master the art and science of large list headlines called “Listicles”. It is a short-form of writing that uses a list as its thematic structure, but is fleshed out with sufficient copy to be published as an article.

4. Test your headlines to find the best ones.

When you have written multiple headlines, you need to test them. In certain circumstances, one headline shines better than others.

5. Stack images in content.

Stacking images in articles can be very handy, especially for visual-oriented readers. This tactic becomes very effective, since you are giving your article the best chance to resonate with your audience, thus urging them to share it. Sometimes, less images would not have received that level of viral traffic.

6. Make it easy for readers to share.

The title says it all. You need to have a very clever technical tactic that makes it easy for your readers to share different parts of the article. You might want to include hovering share buttons that pop up as the user scrolls down the article. According to Upworthy’s research, the result of this “small update” is as big as 398% increase in traffic!

7. Curate the best content possible.

Don’t try and break the news. It would be better if you can give a constant lookout for what works and then curates it. On the other side, this technique can improve the framing on the site you’ve curated, so that more people see it.

Content curation is a mutual relationship. It should be an important part of your content marketing strategy. Watch what is trending and then add your own spin to it.

8. Make it easy for people to like your Facebook page.

You have to love the relentless pursuit of squeezing every piece of viral sharing capability out of readers. You can add a pop-up that appears after you have finished watching a video that politely inquires whether you want hang out with them on Facebook. This produced 419% more likes. You can also added a hover banner that asks the readers to “like” your Facebook page.

9. Target a niche, cause or issue.

As content marketers, we are often trying to reach a broad audience to get that mass appeal. However, it’s more important to tap into niches and cause, because readers are often much more passionate about the right topics.

10. Keep looking for “awesome content”.

Trying to be unique all the time can be an exhausting process. Sometimes, all you need to do is keep reading, hunting and seeing what sort of content works well on the web and your competitors sites.

You might want to look for content that contains:

  • A “hero”
  • A “villain”
  • An emotional story
  • An inspiring message