People spend most of their browsing time on their phone and don’t want to have to adjust their handset to consume content. Snapchat helped drive vertical content into the user consciousness with Stories. Users wanted to take photos – and view them – quickly, without having to waste precious seconds altering their handset position.
Instead of having videos landscape, as they had always been almost without question, Snapchat Stories turned videos on their heads. Snapchat launched its Stories feature back in 2013, with Instagram and Facebook jumping on the bandwagon more recently. Stories are PREFECT for hyping up announcements, promoting flash sales and discount codes, and offering exclusive content to followers.
Even the business-focused LinkedIn and Slack… adopted Stories. But this format didn’t stop on the social networks and inspired Google to develop a new web technology called Web Stories. Web Stories are fast, Google Web Vitals compliant, and designed specifically for mobile gadgets. You can share your Web Story anywhere across the web, and it will be live forever.
When viewing a Web Story, only the content itself is displayed, all other elements of the website, including the header and footer, are not accessible. This means the story not only stands out, but it’s also the only game in town. And the best part… According to Google, a Web Story can be indexed and ranked in search results alongside ordinary content.
Create a highly engaging Web Story that combines videos, text, quizzes, polls, shoppable & actionable elements into an exciting new user experience.Turn any boring website into an engagement & sales powerhouse. Our team of expert designers, marketers & coders have created over 50 templates for you to use. Simply pick any template & create a stunning web story in seconds.
Every business knows that to create a buzz & build authority online.. they need quality content almost daily.They know that if their business is established as a credible place to get information, they’d automatically be ranked higher in search engines. Plus, their customers are more inclined to trust them if they view them as industry experts.
And only good content can help them achieve all this.This is why even the smallest of businesses are happy to pay for regular high-content delivered to them. Now imagine you (with access to Content Genie) create content for them day-in-day-out effortlessly.
Unlike other Content Creation apps that use scale & outdated content spinners, we’ve trained this Artificial Assistant to Generate 100 original Web and Social Media Content, using just a keyword. It was built using the same AI Technology implemented by Siri – Apple’s AI Assistant. Discover the most trending YouTube Videos using keywords or entering the Video URL…
Transcribe any of the Video, and Repurpose the Transcribe for your a Social Media or a Blog post. Discover the most trending articles using keywords or entering the Article URL and repurpose the Content for your Social Media or a Blog post. Keep your Social Media pages active by posting trending quotes. Easily find trending quotes using a keyword… & post them on Social Media.
This Engine uses Artificial Intelligence to Auto Transcribe LIVE Speech to Content, for your Social Media and Blog Posts. Customize your content for Blog and Medium posting using our custom Blog Post Editor. Add Images, videos, text & background color, featured images, etc…
Our goal with Power My Content was to make this the easiest way for you to keep posts happening on your account, day in … day out without having to worry about writing, designing etc.
You can use these to have that consistent, curiously engaging content that you can have up there in less than a minute a day (just copy and paste), but with it you can do so much more!
Use Your Commercial License: Use these posts on any of your client’s socials (as many times as you like!)
Rebrand With Graphic Source Files: Rebrand the posts, adding logos, changing colours and more in a snap
Keep Content Flowing: We’ll keep the consistency up, so when you have something BIG to say, it gets heard.
Easy, Time Saving & “Results Getting”: Just copy and paste and your social posts are done for the day!
This is the perfect solution for marketers who want all the benefits of having a hyper engaged social media audience…But without all of the work that has to go into doing that. Here’s a tiny sample of January’s posts, giving you interesting, engaging, traffic pulling content each and every day for all of January 2023. It couldn’t be easier…
The content we’re releasing is time sensitive, it’s specially created to be delivered on each day with some posts that can happen any time, but many of them that are perfectly targeted to a specific event for that particular day for the whole year of 2023. Read more details here..
A massive amount of branded content is being published to the web every day. Every piece makes it more difficult to capture and keep the attention of your target audience.
Joe Pulizzi, Content Marketing Institute Founder, attributes this to the increasing difficulty of “content tilt.” Tilt, according to Pulizzi, is the differentiating factor that makes your brand’s content unique. When your industry is saturated with blogs, eBooks, webinars and podcasts, “tilt” can be nearly impossible to achieve.
While well-done content marketing can create synergy within an integrated demand generation program, there’s no escaping the fact that creating quality content is time-consuming. That’s why you want to get the most mileage possible out of every piece of content you create.
7 Ways to Improve Your Content Marketing for Demand Generation
1. Focus on Problems
You’re in business because your brand has a solution to your prospect’s problems, right?
If your content isn’t hitting the mark, it may be because you’re not focused on your personas’ pains at each stage of the funnel:
Early-stage prospects are just starting the process of solving a problem
Mid-stage leads are considering their options
Late-stage opportunities are looking to overcome their concerns and get buy-in from all stakeholders
Taking a solution-oriented approach to your persona’s problems allows you to position your brand as a problem solver. You can do this in a number of ways:
Creating how-to blogs for every stage of the funnel
Infusing premium content with unique, problem-solving value.
Actively listening to your prospects, leads and customers to understand their problems.
Participating on social media to answer industry questions.
Optimizing SEO for problem-oriented long-tail organic search keywords.
Creating solution-oriented lead nurturing workflows.
2. Address the Customer’s Questions
Content marketers instinctively know they should answer questions. But, answering the right questions makes all the difference.
Here are some ways you can understand what your prospects and customers really want to know:
Analyze the blogs, eBooks and content resources accessed most frequently by prospects and customers
Examine the content resources used most often by sales and customer success teams
Compile a list of questions or topics from social media interactions
Listen in on customer onboarding meetings
Pull frequent keywords or queries from your website chatbot logs
Keep a growing spreadsheet of all customer questions from before the sales process, during the sales process and after the close
There’s a big difference between good and bad content marketing, especially when it comes to where and how you promote your content. A bad content marketing strategy comes across as spammy and can quickly undermine your brand’s credibility. If you do content promotion well, you come across as a helpful and knowledgeable source.
What to do:
Promote your content where your personas are looking for answers
Be an active, helpful and valuable member of online communities where your personas engage
Build relationships before you link or pitch – this means having real conversations on social media post comments, and only linking to your content if it is truly helpful to audiences in the context of the original post
Don’t repeatedly post links to your own content on your personal or business social media profiles
Don’t make a habit of adding links to your content into the comment section of other blogs, Twitter and LinkedIn post – it’s transparent and annoying
Don’t feign involvement in online communities to promote your content
5. Promote Based on Funnel Stage
Content marketing is a full-funnel marketing strategy. Content drives results for brand awareness and lead generation at the top of the funnel. At the middle of the funnel, it helps nurture prospects, facilitating lead velocity, conversion rates and sales pipeline growth. At the very bottom, it supports sales enablement, resulting in more closed-won deals and revenue contribution.
You need content for every stage of the funnel. And, you need to know how to effectively distribute that content to audiences according to stage as well as all relevant stakeholders (i.e., sales and customer success teams).
Use tools to map your content to specific funnel stages and strategically promote it where it brings the most value to your prospects and customers. We’ve created several content strategy and distribution templates in the Demand Orchestration Workbook that can help.
6. Be Relevant Now
Attention moves fast. Talking about yesterday’s news gets you nowhere. In some industries, relevance is shorter-lived than in others. B2B marketers in particularly fast-moving fields, such as information security, financial technology and similar niches, need to be on top of their game.
Don’t get caught talking about issues or topics that are resolved. It won’t get attention on social media, organic search or other channels.
Creating content in the “now,” isn’t easy, and it requires a great deal of agility. But, it’s just the nature of generating demand in the digital age.
7. Use the Right Tools
Tools aren’t everything, but when you’ve got your processes and people aligned, tools can make all of the difference. Many of the tools most game-changing B2B content marketers swear by are free, easy-to-use and deliver great value.
Here are a few favorites:
Quora: Need an expert quotation fast? With 100 million users and a fast-growing segment of verified experts and celebrities, Quora is a powerful way to source personalized answers from names your audience knows.
Percent Change Calculator: Some tools only do one thing extremely well, and in the case of this percentage change calculator, that’s enough. It’s a great go-to if you need to crunch numbers quickly and accurately.
HARO: Post or respond to source requests from journalists and bloggers, including media at sources such as Reuters, Time and the Wall Street Journal or other subject matter experts.
Atlas: Atlas is akin to Google, but it’s exclusively dedicated to stats, graphs and charts, many of which are free for reuse.
Canva: Perhaps the easiest to use graphic design tool for non-designers available online.
Elevate Your Content Marketing in 2018
Content marketing isn’t simple, but it’s also not an optional component of a full-funnel B2B marketing strategy. To generate leads, nurture prospects and win deals, B2B marketers need to work smarter against increasing content competition.
By adopting the right tactics, including better empathy for your personas’ problems and a commitment to relevant and timely content creation, B2B marketers can shift from simply creating great content to ensuring it’s used to its fullest potential.
Here are five crucial steps your brand should take to create a content marketing strategy that grows your business and drives results. “Never ask for anything, and especially from those who are stronger than you. They’ll make the offer themselves, and give it of their own accord” — that’s one popular quote from Mikhail Bulgakov’s book, The Master and Margarita.
Even though Bulgakov didn’t mean that in the context of marketing, that’s a generally good rule. Content marketing is one thing that provides the most inbound requests. In other words, make people come to you first and offer themselves.
According to SEMRush, 78% of companies with a documented content marketing strategy produced effective, meaningful content. Content marketing generates over three times as many leads as outbound marketing and costs 62% less. However, it’s essential to ensure your brand is creating content that’s useful to your customers and able to further your company’s long-term goals.
There’s an overwhelming amount of content available in digital spaces, so here are five crucial steps your brand should take to create a content marketing strategy that drives results:
The most memorable and successful brands have one thing in common: They tell an engaging, consistent story. Storytelling is the heart of a great content marketing strategy, so investing the time and resources necessary to perfect this aspect of your business is important.
Psychology Today notes that stories help humans increase feelings of empathy by releasing the “happy” chemical oxytocin and reducing the stress hormone cortisol. The right story still sparks that primal part of the human psyche that engages our emotions and fosters a sense of meaningful connection to each other and the brand telling the story. In essence, stories are how we think and assign meaning to our lives.
Anyone can create a meaningful story around their product or service, and 92% of consumers say they want to see ads that feel like a story. Ikea is a notable example of this. Buying furniture isn’t exactly the most exciting task. However, customers are incredibly loyal to Ikea, not because of their quality or prices, but because they’ve created an immersive narrative around experiencing the aspirational joy of designing your home with simple, elegant pieces that reflect who you are.
2. Research your target audience and channels
Before creating a compelling narrative, you must know to whom you’re telling the story. Generating leads and traffic is consistently one of the most challenging aspects of marketing, which is why it’s essential to research your target audience thoroughly.
Create an avatar of your ideal customer, and spend time fleshing out this person’s backstory. What’s their age? Gender? Average income? What kinds of careers might this person want? What do they do for fun? What type of personality do they have? The more three-dimensional you can make this avatar, the more intimately you can understand your target audience.
For an example of how this is done right, scroll through MoonPie’s Twitter. They have perfected their brand voice to reflect their target audience: Someone who enjoys quirky humor and doesn’t take themselves too seriously. As a result, they’re highly relatable to their audience and facilitate engagement in a seemingly effortless manner.
Did you know that, on average, 35% of companies have zero dedicated content marketing personnel? This means that it’s hard to come up with consistently fresh content and stay on top of trends. Tools like UberSuggest, Google Trends and Buzzsumo are all great ways to maximize your content generation ideas when you don’t have a dedicated team, but there are other things your brand can do as well.
Depending on your goals and audience, there are plenty of ways to generate eye-catching, shareable content ideas. You can set up trend alerts on platforms like Instagram and TikTok to capitalize on viral videos and memes, or you can even turn to your user base to create a user-driven campaign.
Neutrogena is an example of a successful user-generated content campaign with their Neutrogena Studios platform. For this, they’ve allowed customers to create video content submissions focused on skin health. Not only does this utilize brand loyalty and provide an evergreen source of marketing content, but it also requires minimal resources for a great ROI.
4. Decide on distribution
No matter how great your content is, your time and resources are ultimately wasted if you can’t get it in front of the right audience. From ebooks, blogs and podcasts to social media graphics and webinars, there are countless ways to distribute your content.
Which channels you choose will depend on your goals and target audience. However, there are three main channels: paid (e.g., Instagram ads), owned (e.g., email newsletters) and earned (e.g., social media shares). In most cases, a successful content distribution strategy will be some combination of all three channels.
The optimal distribution strategy comes after defining your target audience and figuring out your narrative. These two steps inform the types of content you’ll focus on, which helps you determine the best channels for getting your content seen and shared.
A key component of distribution is ensuring your owned channels are optimized, because this is the avenue you have the most control over. Oracle Vitrue’s “Like Can Never Replace Love” campaign saw massive success because the company emphasized promotion through its owned distribution channels (e.g., staff, partners, influencers and customers).
Every content marketing strategy needs goals and measurable KPIs to determine whether or not a campaign was effective. KPIs like content impact, engagement, traffic and sentiment are great starting points. Still, these can be further divided into more nuanced metrics like unique page views, conversions, top exits, bounce rates and social shares. Remember that the metrics will differ for each distribution channel, and understand that figuring out the proper baselines and metrics for your brand will likely take time (and some adjustment).
In the case of Casper, a sleep startup that has built its brand on content marketing, those metrics could be features in top-tier magazines that entail recognition among a broader audience. Despite its financial problems afterward, Casper had first grown rapidly, generating $30 million in revenue and expanding its team from five to hundreds of people in less than a year.
The company was featured as one of the most innovative companies by Fast Company in both 2016 and 2017. “The brand made a splash on social media, releasing a series of creative Snapchat and Instagram stories,” they wrote. Casper also hired journalists and announced the launch of its own editorial venture focused on all aspects of sleep. So, no matter what, Casper has its own identity and a foothold in brand history.
Remember that your content should be emotionally compelling and purposeful. Great content marketing strategies allow brands to establish genuine connections with their audience. Don’t be afraid to explore what will work best for your brand and try different options. Ultimately, it’s essential to recognize that content marketing strategies are dynamic, ongoing processes that will shift and change over time. So, it’s wise to start dedicating time and resources toward it now to get a jumpstart on the future.