As content marketers wrap up 2022 and start prepping for next year, this wisdom from Jay Acunzo is something we all needed to be reminded of from time to time:
“The goal isn't to ‘get in front of’ others. The goal is ensure they care. Don’t make some content. Make a difference. Don’t market more. Matter more.”
Ben Goodey provided a list of the bits that make up “Good SEO” in this LinkedIn post.
Among them are some pieces you might not be thinking of, like
✅ Integrated content strategy
✅ Product management thinking
✅ Psychology of conversion
Read the full list here.
Related: Google is deranking websites due to AI generated-content. Tom Dotan explains why it matters here. (Business Insider account required)
Content Marketing Mindset Shift: Tactics Aren’t Strategy
“[Content marketing] gets seen as a tactic (something we check off our to-do list) and not a strategy (something that drives business growth). Shift the mindset from tactic to strategy…”
Does your content marketing feel a lot like checking off a to-do list? In his LinkedIn post, Winston A. Henderson challenges marketers to stop thinking this way and lists 8 ways to align content strategy to business goals.
Should We Call This Content Journalism?
A mix of content marketing and brand journalism helped Parabol reach 150k monthly pageviews. This Animalz article by Tim Metz explains how the approach they took merges the most effective bits of content marketing and brand journalism.
I’ve always seen this as layering immersion journalism (truly diving into a niche and reporting on it from that deep vantage point) on top of the practice of content marketing (trust-building to drive interest and conversions). What do you think? Does the new name work?
Kerry Campion’s publishing a mini-series about hiring writers over on LinkedIn and this post hit home.
There are pieces of content marketing that you are responsible for when you hire a writer:
Some bits can be transferred during a ramp up period, but you’re not going to get the content you’re hoping for if you don’t do your part, or pay for more than writing with the understanding that you’ll still have to be available and contribute.
Psst! If you’re looking to fill in the missing pieces of your content marketing team, I know of a great place to start.
Is Podcast Searching And Listening Part Of Your Content Strategy?
Tristan Pelligrino is onto something special. His video shares how he uses Listen Notes—a podcast search engine—to prepare questions for guests coming on his own podcast.
He also recommends using podcast research in some additional ways, a few of which could be applied to inform your content strategy:
“✔️ Listen to a conversation featuring a decision-maker at one of your key accounts
✔️ Pinpoint key phrases & learn how your ideal customers explain their challenges”
Additionally, he mentions that a podcast search could help you identify industry experts to interview for your own podcast as well as finding supporting quotes for content you’re creating.
Psst: I took a minute to test out Listen Notes and was reminded of some fun conversations I’ve had in recent years.
This article by Vivek Mathew details a content repurposing workflow (along with a real-life example) you can use to get the most out of what you create.
Quotable quote:
“Don’t let your greatest hits collect dust.” - Ross Simmonds
How Strategic Narrative Is Different Than Challenger Sale
In a recent LinkedIn post, Andy Raskin explains why Strategic Narrative isn’t exactly the same as Challenger Sale.
In short, strategic narrative shifts from a problem/solution frame to a story that invites your audience to “come join this new world.”
Here’s how:
Beyond Case Studies & Testimonials: How To Involve Your Audience In Content Creation
Customer involvement in your content has the potential to be powerful, authentic, and credible. However, Sara Stella Lattanzio explains that this means you need to go beyond simply creating case studies.
Check out 9 other ways you can involve customers in your content strategy.
Stop Obsessing Over Single Touch Points
“Was this from Google Ads?”
“Was this word of mouth?”
“Was this from our e-book?”
My guess is you don’t need to be told that the buyer journey is much larger than a single touch point… but just in case...
Jonathan Bland explains why and shares a real-life experience.
