Tired: Content focused on SEO goals
Wired: Content that powers your entire marketing strategy
Here's why and how:
Wired: Content that powers your entire marketing strategy
Here's why and how:
SEO-driven content works best in an underserved niche with high-volume keywords.
But many topics are saturated.
Many industries have matured.
But many topics are saturated.
Many industries have matured.
Content marketers should create content that fuels the rest of their marketing.
This *can* include SEO goals.
But it's more than that.
Think: Content as a Service (CaaS)
Lots of examples...
This *can* include SEO goals.
But it's more than that.
Think: Content as a Service (CaaS)
Lots of examples...
1/ Product-Led Content:
Use your product's features & benefits to create content.
Or create content that demos your features & benefits.
Here's an old piece I made for @FitbitHealth — a corporate wellness idea generator.
It generated thousands of engagements every quarter.
Use your product's features & benefits to create content.
Or create content that demos your features & benefits.
Here's an old piece I made for @FitbitHealth — a corporate wellness idea generator.
It generated thousands of engagements every quarter.
2/ PR:
You're already citing 3rd party research in your blog. Use it to strengthen media talking points.
Better yet, create your own research. Be the headlines.
@randfish and @Similarweb had their zero-click search report.
@AnimalzCo has their annual content marketing report.
You're already citing 3rd party research in your blog. Use it to strengthen media talking points.
Better yet, create your own research. Be the headlines.
@randfish and @Similarweb had their zero-click search report.
@AnimalzCo has their annual content marketing report.
3/ Events:
Blog posts become webinars, and conference presentations become blog posts.
Plus, as you share your ideas in real-time, you'll see what resonates with your audience.
@TheCoolestCool is the master of this.
(He led a killer @sparktoro Office Hours session!)
Blog posts become webinars, and conference presentations become blog posts.
Plus, as you share your ideas in real-time, you'll see what resonates with your audience.
@TheCoolestCool is the master of this.
(He led a killer @sparktoro Office Hours session!)
4/ Sales Enablement:
The gold standard where SEO and sales meet.
Find a commonly searched-for pain point, then write how your product solves that pain point.
@iammarcthomas has great advice for those in B2B SaaS.
And I love how some DTC brands, like @mybearaby, do this.
The gold standard where SEO and sales meet.
Find a commonly searched-for pain point, then write how your product solves that pain point.
@iammarcthomas has great advice for those in B2B SaaS.
And I love how some DTC brands, like @mybearaby, do this.
It's a lot of work. But now is the best time to be a content marketer.
As industries and channels have evolved, so have the best practices.
There are more ways than ever to increase your content's ROI.
As industries and channels have evolved, so have the best practices.
There are more ways than ever to increase your content's ROI.
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