Product-Led Content Is A Thing
We’ve all had that agonizing moment when we’ve thought, “Why am I creating this top-of-funnel content that has absolutely no tie-in to what I’m trying to sell?”
And the answer is usually “to attract traffic to my website so I can somehow tease people into a funnel to buy my product with a CTA at the end of the article or a retargetting ad campaign.” But how often is that creating demand for the product?
In this episode of Content Logistics, Fio Dossetto, the Editorial Lead at Wildbit told host Camille Trent why prioritizing including the product in the content has been a really successful play for the brands she has served.
It’s worth a listen.
Short cut: Camille breaks down Fio’s way of ranking how product-led a piece of content is (and what to aim for) in this LinkedIn promo post.
Interested In Interactive Content?
Can interactive content improve SEO? Rock Content says if it increases engagement and improves experience, then definitely, yes.
“In the simplest of terms, interactive contents are dynamic materials that site users are encouraged to engage with.”
This includes:
Question to consider:
Could you take this beyond site SEO and make your newsletter more interactive? I’m especially looking at you, people who have a publication site that contains SEO-rich archives of your newsletter content.
Discovered via Social Media Today.
Another Look At Ungating Content
In April, I shared a piece from Ann Handley about ungating content. Now, a few months later, she’s shared an update from the agency that tested this approach in a recent issue of her newsletter.
The big takeaway?
The team at Aha Media Group reported that “Ungating Our Content Increased Downloads by 102%”.
YOUniverse Scheduled For Sept. 23 (FREE)
My favorite Account-Based and Field Marketing LinkedIn guru, Nick Bennett, says this free online event is going to be super valuable and I trust him.
What’s the premise?
They’ve set up sessions with experts intended to teach you to build meaningful moments with your target audience, instead of, say, meaningless touch points, which are what most teams are doing. You’ve gotten at least one automated message that made you cringe in the past 48 hours, right? Just me?
Some sessions that look interesting:
Register here if this sounds like something you’d like to master.
Why Does BIMI Matter For Marketers?
BIMI or Brand Indicators for Message Identification, aka the latest in authentication protocols, is here. In plain terms: setting up BIMI ensures your company logo appears as the sender image.
“What makes BIMI unique is that it is subscriber-facing... The logo in their inbox can be a sign indicating the email is safe to open and engage with.”
Check out this Email on Acid piece on why it matters (and a great Andy Sandberg Gif).
Related: Want more? This article offers a breakdown of all things BIMI.
Everyone loves helpful statistics, right? If you send emails (ahem, especially editorial newsletters), these might interest you:
Dig into more metrics here
Discovered via Publisher Weekly.
Need To Rescue A Campaign That’s Not Working?
Ever had a poor performing campaign? Take heart. According to David White, Content Marketing Director for Connective3, there’s hope. He outlines the steps you should take in this short video:
Are You Doing Voice Of The Customer Correctly?
This episode of Growth Marketing Toolbox with Nicholas Scalice and Anna Furmanov breaks it down:
“[VOC] just means before you do anything with your marketing efforts, you need to really understand who your customer is.”
This involves finding out:
Listen to find out why it’s so critical.
How To Work Backwards From Revenue To Determine Marketing Goals And Budget: Spreadsheet Included
My pal Down Under, Jess Goss and I launched a podcast and I’m proud to say the first episode set the bar pretty high. Sam Kuehnle, VP of Demand Generation at Refine Labs joined us to discuss how to establish a marketing budget based on your revenue goals.
He went the extra mile and created a Google Sheet you can use (make a copy) to plug in your company's numbers and run calculations.
If you want notifications about future episodes or to receive extra content, subscribe through our site, Marketing CTA. And, yes, of course we’re using Curated for the companion newsletter.
How Email Marketing Can Help Your SEO
Is your email marketing helping your SEO? According to Yash Chawlani, it should be. This article from SendX provides some email marketing strategies designed to positively impact SEO.
But, how?
“The clicks you get from email will add to your organic traffic, the positive experience you deliver will support your reputation management efforts, and engaging emails can result in longer web sessions once a user visits your site.”
He advises you
Discovered via Really Good Emails.
Related: In the world of AI-generated articles, how do you compete? Here’s a possible answer. Hint: Quality content matters.
