5 Can’t Miss Content Marketing Articles

Each week, we select and summarize five content marketing articles for easy skimming. Enjoy this week’s roundup!

1. Six ways content marketing has changed the way we do PR [The Next Web]

  • No longer effective to cold email as many relevant journalists as possible
  • Everybody is a contributor now – you’ll notice that many authors are actually contributors
  • Publications want to publish thought leaders (in other words: people with large followings)
  • Companies are simply looking to build credibility and thought leadership within their field2. Crowdsourcing 101: Propel Your Content Marketing Strategy Forward [SEMRush]
  • Crowdfunding helps organizations to gather new knowledge and participation from online communities
  • Visitors and users of your brand’s platform will connect with this type of content on a new level
  • Crowdfunding can lead to major growth and exposure that you wouldn’t have if you kept everything internal
  • It can help speed up the content creation process3. Balancing the Holy Trinity of Digital Marketing: Content, Search, and Social
  • Develop a tone or style that is unique because creativity is important for your search engine rankings
  • If the content is thought provoking, readers will want to share that content to stimulate discussion
  • Content that attracts high volumes of traffic across multiple channels are rewarded with improved search rankings4. Comparing the ROI of Content Marketing and Native Advertising [Harvard Business Review]
  • 70% of people say they’d rather learn about products through content rather than through traditional advertising
  • Content marketing costs largely relate to the scope of the projects being produced and their reach
  • With content marketing, companies are able to reach a wider reach with different publishers and audiences
  • Native advertising is significantly more expensive but has a further reach over time5. How to Match Great Content to Your Sales Funnel [Oracle]
  • The top of the funnel includes helpful content related to the topic of your industry and offering, not selling
  • Middle-of-funnel content is where the product starts to get woven in
  • The bottom of funnel is sales-driven and where sales decks, presentations, proposals, and pricing come into play
  • 209% increase in revenue and closure rates based on strong alignment between sales and marketingMissed last week’s round-up highlights? Don’t fret! You can catch them all here.

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