Be In The Know Blog

Pics, Memes and GIFs: How Content Images Increase Your Brand Awareness

Posted by Rachel McMullen on December 13, 2018 at 9:54 AM

Most marketers know the difference a little eye candy can make when it comes to winning over their audience, and this difference is clear in higher performance metrics for their campaigns.

According to John Medina, author of "Brain Rules," visual content can support information recall by up to 65 percent three days after the information was delivered. Compare that to text-only information, which offers a recall rate of only 10%. That's Cray!

If you haven't given too much thought to the types of images you use in your marketing, it's time to consider how new forms of content might provide a much-needed boost to your campaign ROI. Here's a look at how to leverage images for the greatest impact and improved brand awareness.

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Topics: Content Marketing, memes, social media images, visual content

The Evolution of Content Marketing: A Brief History

Posted by Pete Stafford on December 11, 2018 at 12:56 PM

Bill Gates wrote an essay titled "Content is King," and wrote, "Content is where I expect much of the real money will be made on the internet, just as it was in broadcasting."

More than 20 years later, much of the online world has changed, but content is still driving the online engine, with social media largely leading the way. Though it's only one piece of the landscape, content marketing has changed significantly in the last several years.

Let's take a quick look through the last two decades to see where content marketing has been, where it is now and, perhaps most importantly, where it's going.

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Topics: Content Marketing

AI and Content Marketing: How Machine Learning Can Shape Your Strategy

Posted by Ashley Rios on October 22, 2018 at 11:22 AM

Artificial intelligence (AI) can make content more user-friendly and empower marketers to work efficiently. However, discussions about AI and content marketing often center on the potential for machines to eventually replace writers. While the technology is already used to generate sports and financial news updates, creating bots smart enough to write with nuance, creativity, original research and critical thinking is far off.

Still, AI's major role in search has significant implications for content marketers.

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Topics: Content Marketing, digital advertising, Marketing Strategy

4 Action Items Every Content Audit Should Include

Posted by Carlye Creel on June 21, 2018 at 3:21 PM

There's no doubt content marketing works — especially when you regularly publish high quality, helpful content. Companies that publish 11 or more blog posts per month have nearly three times more traffic than companies that publish zero to four blog posts per month, according to HubSpot.

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Topics: Content Marketing

Creating Content ROI: The Importance of a Distribution Strategy

Posted by Carlye Creel on May 1, 2018 at 11:36 AM

Great content is crucial to successful digital marketing, but content alone can't take your business to the top.

Fifteen years ago it may have been enough, but today's online landscape is so saturated that it's all but impossible for content to rise on its own. Great content doesn't naturally find an audience — it requires assistance. Driving strong content ROI requires a distribution strategy to deliver your content to a relevant online audience.

Too many brands overlook the importance of distribution, and their marketing ROI suffers as a result. If this describes your business, take a step back and examine what you're doing to set your content up for success.

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Topics: Content Marketing, Digital Marketing Strategy

Storytelling in Marketing as a Content Strategy

Posted by Carlye Creel on March 1, 2018 at 1:49 PM

The hottest marketing trend on the strategy block is content marketing. The allure of storytelling in marketing (through text, videos, photos and graphics) hits all the sweet spots: emotions, education and empowerment.

According to Marketing Land, storytelling is engaging, relatable and often draws on empathy. When an audience member identifies with a character, their mindset may change — which can help inspire action, whether it's filling out a form, sharing content, commenting on a post or clicking the "Buy" button.

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Topics: Content Marketing

What Makes a Content Marketing Strategy Successful?

Posted by Jenny Sutton on October 20, 2017 at 11:31 AM

There's no denying the power of content marketing. Not only does it cost 62 percent less than outbound marketing efforts, it also generates more than three times the number of leads, according to Demand Metric.

However, while a well-developed content marketing strategy can keep your audience engaged and your sales pipeline full, not every organization is successful in their efforts. So, what can you do to make sure your strategy delivers the results you want?

Here are three common questions that marketers must ask themselves when creating and optimizing content.

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Topics: Content Marketing

Your Content Marketing Strategy Needs More Personality

Posted by Carlye Creel on September 27, 2017 at 10:57 AM

It's often easy for marketers to get bogged down in data. As we peruse the latest keyword trends, CTA conversions and linking metrics, the human element can sometimes get lost. However, it's that very element that can elevate a humdrum content marketing strategy to something truly spectacular.

Inc. reported that customers have grown to expect a certain level of authenticity from brands — and will pay more for the ones they feel they can trust. Forbes highlighted Dove and Airbnb as brands that have embraced the shift toward a more "human" approach; both have seen significant returns from increased interactions with customers.

It can be a tricky balancing act to inject some personality into your content marketing in a way that seems natural. If you're struggling, here are some practical ways to help jump-start your creativity:

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Topics: Content Marketing

Updating Evergreen Content: Why It Matters

Posted by Carlye Creel on August 30, 2017 at 12:51 PM

Evergreen content is a specific type of content, whether it be text, slideshow, video or something else. This is created once, but designed to continue ranking in search engines for years, bringing in traffic and compounding in value. The idea behind evergreen, according to Forbes, is that this content keeps providing benefits to you indefinitely — in the form of domain authority, referral traffic, conversion rates and brand visibility.

However, simply applying a "set it and forget it" mentality to this type of content might not be the best approach, as there's some real value in keeping your evergreen content fresh and updated.

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Topics: Content Marketing

3 Social Media Strategy Tips for Your Business

Posted by Apryl Pilolli on April 21, 2017 at 10:34 AM

Many business owners already understand social media's impact on content marketing. Sharing links on platforms such as Facebook, Twitter, Snapchat and Instagram is essential to exposing your content to the widest audience possible. However, even though marketers may spend hours researching and writing content, the same amount of time should be used to craft and hone a specific social media strategy.

According to a report from Simply Measured, 63 percent of marketing organizations now have social media teams, which was a jump from 49 percent in 2015. It's the job of these professionals to create a strategy that'll bring your content marketing to the next level.

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Topics: Social Media Marketing, Content Marketing

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