The example he offers:
“The driving force behind Pinterest’s growth is the following loop:
- User signs up (or returns)
- They activate you on the product with specific/relevant content
- You save new content or repin existing content which gives Pinterest quality signals
- Pinterest distributes the quality content to search engines
- A user finds the content via search engines and either signs up/returns (see step 1)”
Discovered via Raisin Bread.
According to Sam Kuehnle, the apostrophe matters: buyers’ journey vs. buyer’s journey. His LinkedIn post explains why it matters and how to create content that doesn’t just “map to a buyer stage” but instead serves all individuals in a buying group simultaneously.
Stephen Jeske, Senior Content Strategist at MarketMuse, deconstructs Google’s Helpful Content Update in this article. It captures a handful of expert opinions about what the update actually does and how marketers and publishers can navigate the changes.
Newsflash: It’s not as simple as ”just publish helpful content.” Scroll to the list of questions at the end if this has been your game plan.
I’ve rounded up a series of quotes you might find helpful:
“It’s one score in an ensemble of scores, but if you’re labeled a bad site due to the amount of unhelpful content, all your pages wear that scarlet letter.”
“Very few people will ever admit that their site has been affected by this update, because that’s like saying your baby is ugly.”
“...for this initial roll-out, Google has set the bar for helpful content low to initially catch the worst of the garbage – expect that to change.”
“This means you’ll need to re-evaluate using AI to scale low business-value content while leaving the high-value stuff to humans.”
Bookmark this piece if you need help with this topic.
“According to the researchers, rogue marketing occurs when an unaffiliated individual creates and posts an informal message about a brand on social media that becomes viral. Although the post is not funded or endorsed by the company that owns the brand, the viral status provides free and unexpected advertising.”
Sometimes, for better or worse, rogue marketing just happens. This article by Bryan Luhn explains how it may be time for your marketing strategy to have a plan for monitoring it and countering when necessary.
Discovered via Smart Brief on Social Business.
Georgiana Laudi, CEO of Forget the Funnel, has a wealth of marketing wisdom and recently shared some of it on Lenny’s Podcast. In the 1-hour episode, she discusses:
“Content marketing does not mean blog posts.”
Instead, each piece you create (article, video, social post, etc.) is an investment. Ross Simmonds explains this mindset in this 2-minute video.
Related: This Ghost article focuses on what to do once you create good content: distribute wisely.
If certain marketing efforts and channels are hard to measure, how do you prove their success?
He hits on the following hard-to-measure tactics:
Content Goal Chatter: Awareness, Affinity, And ROI
How do you know where to start, how to set goals, and if what you’re doing is even worth it?
The following is a contextualized roundup of recent advice from content marketers worth paying attention to (sorted by topic):