Be In The Know Blog

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: Digital Marketing Strategy, Content Marketing

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

Measuring Your Content Marketing Effectiveness: 4 Key Metrics

Posted by Alyson Phillips on April 19, 2017 at 1:04 PM

Content marketing strategies don't unfold overnight. Once an organization commits to a long-term comprehensive strategy, it takes time for their campaigns to take root and flex their cumulative value.

Even so, the question of content marketing effectiveness needs to be answered on a continual basis. Management needs an indication that these various campaigns and strategies are moving toward solid returns. For that matter, marketing managers feel the same way. Marketers need evidence that their efforts pay off, even if those larger strategic goals remain far off in the distance.

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Topics: Content Marketing

Online Presence Management: Spring-Clean Your Reputation

Posted by Ashley Rios on April 10, 2017 at 11:05 AM

Spring is the season associated with deep cleaning and home renewal. If we credit the warmer weather and the longer days for this motivation, then perhaps it's wise to leverage these spring cleaning habits and tend to much-needed business management tasks. Online presence management requires some year-round attention, but certain tasks only need to be done once or twice a year.

If you've neglected your digital presence and it's affecting your bottom line, now is the time to audit this profile and make changes where necessary. By regularly keeping up on this maintenance, you can make your online reputation work for you, instead of against you.

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Topics: Search Engine Optimization (SEO), Content Marketing

Content Marketing: Questions to Ask to Avoid Costly Mistakes

Posted by Alyson Phillips on January 9, 2017 at 1:44 PM

If you can't answer these content marketing questions before you post about your company, you're probably wasting time and money. The idea that great content alone will drive traffic and customers to your business is a myth, which isn't to say that content marketing is dead — far from it. According to the Content Marketing Institute, some 200 million consumers have installed ad-blocking software on their computers. That means in many cases, if you're not taking advantage of content marketing, your message isn't reaching your audience. As this Marketing Land article shows, however, eyeballs alone don't drive results: Content alone isn't king, but content that drives engagement still reigns supreme.

So do yourself — and the internet — a favor. Before you publish another article, ask yourself these three content marketing questions:

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Topics: Content Marketing

Auto Dealer Marketing in the Digital Age — a Micro-Revolution

Posted by Brooke Moody on August 3, 2016 at 11:31 AM

When it comes to auto dealer marketing, these days, the first rule is not to talk about the dealership. According to a new study from Google, a customer can make as many as 900 digital interactions in the lead-up to purchase. By comparison, the same customer will only visit two dealers in the process.

This doesn't represent an entirely new way of doing business. Dealerships have long known that customers can take months to process a car-buying decision. But with the ease of information readily available on mobile, consumers are now researching while standing in line at the grocery store, waiting to pick up their kids or over lunch. Getting those customers in the door is a matter of how you interact with them in the micro-moments during the path to purchase.

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Topics: Mobile Optimization and Advertising, Video Advertising, Content Marketing, Local Listings Management, Integrated Marketing, Automotive

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