The Key to Opening Content’s Lock? Content Distribution


the key to content success is distributionAs editor in chief at Business.com, paid distribution of our content is equally as important as the production of content. With Facebook’s constant algorithm changes, and Google promoting their own content over others, content distribution requires an aspect of paid promotion in order to reach earned media.

As a rule, we don’t pay to distribute all content—our approach is to only promote stories that have proven successful organically first. It’s very similar to the approach that brands like Kraft take when using Pinterest as a sounding board for choosing the most popular images before they use them in their magazine or in commercials. For us, after an article reaches a certain organic threshold, we weave it into our paid distribution plan.

So while content is king, distribution is like parliament—it holds all the power. Here are some of the top platforms that we have found successful, and others you may want to consider. Read the full entry


Native Advertising: What Is It Exactly?


Native advertising this, programmatic that. The buzzwords fly freely, but does anyone ever take a moment to really explain what the heck is going on in plain English? The reality is that new “trends” are really old ones, re-packaged or spun a bit, and that is definitely the case with native advertising. So what is it, how does it work, and how can you get in on the action? Keep reading.

What Is It?

Simply put, native advertising is a form of sponsored content. Wherever it is, be it Twitter, Facebook or your website, it looks like it’s supposed to be there. It is the definition of contextual. Let’s take a promoted pin, for instance: Read the full entry


Content Marketing Metrics: Write, Measure, Repeat


Content Marketing Metrics to Measure SuccessContent marketing is all sorts of huge, with only 12% of companies NOT focusing on it. But how do you know if your content is successful? In three words, successful content marketing has to have the following: write, measure, repeat.

The new Business.com is a content-centric approach to our mission: to help people grow their businesses. Every day, we publish multiple pieces of content daily that all have that exact goal, but that’s just where it starts. In order to learn if our efforts are working, it is imperative that we dig into the analytics and to find out. Below are the content marketing metrics that we measure, how we do it, and what comes after. Read the full entry


3 Insights On How Brands Can Create Disruption for a #BrighterFuture


Creating DisruptionI recently attended the iMedia Brand Summit where top brands from around the country come together to share insights, trends and tips. The theme of the conference was “Marketing in an Always-On World,” and couldn’t be a more accurate statement about the landscape brands and marketers are in today.The good news? The scene is set for marketers and brands to really step up.

As marketers, there are a few challenges we are currently facing:

  1. Tackling the content conundrum
  2. How to master the art of storytelling

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9 Monstrous Copywriting Mistakes, care of Halloween’s Michael Myers


Monstrous Copywriting Mistakes

My favorite things in life are writing and watching the original masterpiece, Halloween. And today I get to combine the two!

Viewing after viewing, I’m consistently impressed by the fact that Michael Myers, the fictional psychopath of the cult classic Halloween, is able to slay so many victims without saying a single word. I’m equally perplexed at how many content marketers persuade customers to buy their product by using terrible copywriting tactics.

We don’t like to shame specific businesses, but if Michael Myers were a copywriter, we’d gladly point out his creepy copywriting mistakes (that marketers are guilty of too). Here are the 9 most horrific copywriting offenses as demonstrated by the monster himself, Michael Myers. Read the full entry


Transforming B2B Digital Media Through Data, Content and Integrated Marketing Solutions


Business.com New PlatformIt’s a great time to be in digital advertising. In 2013, $275 billion was spent on digital advertising, and this number continues to grow at over 11% per year. Much of this growth is driven by content marketing; and smart marketers are embracing content marketing because it works. Buyers today educate themselves with advertiser provided content. They want this content tailored however, to their demographics, firmographics and where they are in the purchase process.

Now, Business.com is even better positioned to help you do just that. Read the full entry


Is Content Marketing the Future of B2B?


Content Marketing Infographic HeroThe phrase “content marketing” is thrown around like a beanbag in the world of digital media. Some praise the concept as the savior to their revenue problems, claiming the creation of blog posts and eBooks is the only viable way to generate leads. Others argue it’s all hocus-pocus. With so many different opinions and claims running rampant online, it’s no surprise marketing teams are confused as to the proper meaning of content marketing and its true power. A handful of content marketing “myths” have arisen as a result, and we’re here to debunk them. Read the full entry


B2B Blog Roundup: The Shifts and Tools of Content Marketing and Lead Engagement


B2B Blog Post Round-upThe B2B sector continues to shift marketing spend from traditional to digital (38.7% devotes at least 30% of their budget on digital, up 30% from 2013) and digital content continues to matter. 3 out of 4 marketers are investing more in it. This is good news for me in that I have job security; bad news in that the playing field is no longer the same. The bar has been raised and will continue to be.

1) 70% are relying more on content now than they did a year ago 2) Marketers first need to define a strategy for content and then one for the actual distribution of that content and 3) Collecting email only through registration for content isn’t enough. This quarter’s article highlights:

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Developing a Content Marketing Strategy…That Actually Works


Developing a Content Marketing Strategy That Actually WorksCreating a content marketing strategy is easy. Creating one that actually manages to significantly increase visibility and promote engagement? That isn’t always quite so simple.

We live in an age where marketing is a given for anything from product based selling to personal blog promotion. Whole marketing campaigns exist to promote social media profiles, and influencers are literal commodities in their own rights. People trade off of their reputation in a way more direct than ever before. In short, it has made it harder to stand out. Read the full entry


The Email Marketer’s Project Brief Template


The Email Marketer's Project BriefProject management is part art, part science – and not everyone has the foresight and intuition to sense roadblocks or anticipate every detail ahead of time. As marketers, it’s easy to get caught up in the creative concepts, then jump straight to how we will measure success (because after all, our campaigns are sure to succeed). Read the full entry