content marketing ideas – Bonus Media Entrepreneur

Tag Archives for " content marketing ideas "

Feb 22

How Technology will Shape the Future of Content Marketing

By bonusadm

5 years ago, as content marketing started to become a trend, I was trying to imagine what it would mean for businesses to thrive in a world where visibility was driven by content. I was asking SMB marketers back then: what if 5 years from now, 50% of your website’s traffic depended on your blog’s content? How would you prepare for that? Blank stares, skepticism, raised eyebrows… Let’s just say that the answers (or lack thereof) were the reason we started Scoop.it to begin with and began building content marketing software.

5 years later, content marketing has never been so hot. Yet, a majority of marketers are failing at it. According to CMI/MarketingProfs’ 2016 benchmark, only 30% of B2B marketers say they’re effective at content marketing. According to another study by BuzzSumo, 50% of web content get 8 shares or less.

5 years from now, what will content marketing look like?

Every day, we’re speaking with dozens of marketers who are turning to technology to help them conquer their biggest content marketing challenges. Over the past year alone, we’ve seen their needs evolve from overcoming the basic challenge of producing content to the more sophisticated needs surrounding content distribution and analyzing content performance. Increased competition for attention (Mark Schaefer’s content shock) as well as the increasing complexity of the content marketing process are driving that change and the need for technology to help.

How do content marketers expect technology to help?

Over the past 10 weeks, the Scoop.it team surveyed over 300 marketers to better understand this question. We also conducted dozens of longer interviews with SMB marketers to add a qualitative component to our research. And finally, we asked top content marketing experts including Joe PulizziMark Schaefer, Barry Feldman, Ian Cleary, Andy Crestodina, Mike Allton, Lee Odden or Bernie Borges for their insights.

The results have helped us to form the following vision for the content marketer of the future:

Content marketing is now much more complex than producing good content

In quantitative surveys like CMI / MarketingProfs’, a majority of marketers have consistently ranked content production as their #1 pain point year after year. But our interviews have shown a diverse range of situations: while producing enough engaging content and being consistent at it is the first obstacle to content marketing ROI, it’s definitely not the last. As marketers progressively learn to jog or run after they’ve learned to walk, they soon discover that creating good content is not enough to drive tangible results to their strategy.

Our own study reflects that complexity. Content marketing is neither a one-off campaign nor a specialized task. It is an ongoing and comprehensive process requiring optimization at every phase of the content marketing lifecycle, something that 63% of marketers acknowledge.

Do marketers expect technology to be part of the answer?

Yes, absolutely” says Mark Schaefer. Both qualitative and quantitative answers are clear: marketers want and expect technology to help them make content marketing work for them.

Today, marketing is math. To the extent that we can use technology to distill wisdom from the numbers, we will be more effective marketers.” – Mark Schaefer

From a quantitative standpoint, 66% to 93% of marketers think it’s either likely or very likely that technology will make content marketing more efficient in the various tasks of the content marketing lifecycle:

The interesting take-away is that marketers don’t just expect technology to help organize data or task management: they also expect it to make them more efficient with creative tasks and strategy definition.

Or to put in Barry Feldman’s words:

Content marketing future success is almost 100% based on technology.” – Barry Feldman

Expectations: content marketing automation or content marketing intelligence?

We had robots assembling cars long before they could drive one. Similarly, we’re starting to see a growing need for elements of content marketing to become automated:

“One of the biggest things with technology is being able to scale what you do. There’s so much work involved: you can’t be in content marketing without technology.” Ian Cleary

The benefit of content marketing automation here lies in its ability to free up valuable time that can be dedicated to more human tasks such as building relationships, creating content or defining your strategy.

But what we’ve found is that marketers also expect technology to be smart – and make them smarter. Marketers are looking for content marketing intelligence that will help them to make better decisions and generate returns from their content investments:

“Of course I want to be as time-efficient as possible. But rather than doing it faster, it’s more about being smarter. So that the hard work that I put into content has more potential of being successful.” Bernie Borges

These expectations were reflected in the results of our survey. While content marketers’ #1 expected benefit from technology is to save time, a large number of marketers expect technology to help them get more intelligence on their content strategy. 

Smarter, faster, stronger: meet the content marketer of the future

Let’s fast forward and dream: how can technology make our lives easier as content marketers?

The content marketer of the future will:

Be more confident on what content to create

While technological advancements in artificial intelligence can be scary, humans aren’t being replaced… yet. While machines aren’t expected to write content for us, they should help us generate content ideas in a much more predictable way by identifying trends, keywords or ideas that are appealing to our target audience.

“We need cognitive content marketing: technology should deliver topical ideas based on trends, the business problems I want to solve as well as on influencers or customers that I want to reach.” Bernie Borges

Technology can also help facilitate the complex process of content creation through checklists and automated tests to ensure the quality of our content before we hit publish and invest time in distributing it.

“I don’t think technology can teach someone to be a great writer. But it could tell you if your content is well written, if you included quotes and images, etc…” Andy Crestodina

“Technology should help us predict success based on a draft. We’ve all been wasting time writing pieces of content that were not popular while also censoring ourselves by not publishing something that might have been.” Mike Allton

Identify improvement opportunities automatically

Content marketing methodology involves many different best practices that are easy to understand but hard to keep track of. Findings from a previous research study conducted by Scoop.it showed that most marketers fail to systematically apply even the basic best practices of content marketing. What would happen if we reversed the roles and left it to machines to identify potential untapped opportunities and the specific actions we can take to get more out of the work we’ve already done?

“I’d love a dashboard where I could go to on a regular basis that would automatically be updated and tell me things like ‘you should share this evergreen content because it resonates well’ or ‘consider creating more content in that category as your audience likes it’.” Ian Cleary

“Feeding you actionable advice will become a big part of content marketing technology, by turning analytics into action.” Barry Feldman

“We need tools showing low-hanging fruit opportunities from your blog: use these related terms, collaborate with these people… or even link from these high traffic posts to these high converting posts.” Andy Crestodina

As marketers, our goal is not to create content for content’s sake but to generate business results with the content we create and publish.

Our goal is actually not to create more content. Ideally we’d want to create the minimum amount of content with the maximum amount of results.” – Joe Pulizzi

In other words: what are the opportunities that lie within the content I already have? The answer to this question is critical in order to generate maximum return on investments- and technology is expected to answer this question on a real-time basis.

Be (almost) omniscient

Armed with more intelligence in the form of insights and opportunities, content marketers will be more knowledgeable, especially when combined with perfect visibility on the existing and planned content they have available.

“Editorial planning should integrate all sorts of data sources on customer segment, industry trends, keywords, influencers, social topics… as well as visibility on existing channels, influencer participation for co-creation and promotion, existing assets for content repurposing and real-time audits for dynamic performance optimization” Lee Odden

Demonstrate the value more clearly

What if we could make content marketing an undisputed and proven strategy? And demonstrate the value clearly on an ongoing basis? As mentioned above, many marketers are wary about this topic and expect a lot of improvements.

Technology should be better integrated to provide measurement across the whole lifecycle in a personalized manner that gives us an edge.

“The measurement side is currently not good enough. End-to-end tracking needs to be improved so that the data isn’t lost from one stage to another or from one tool to the next.” Ian Cleary

“The ROI is the real question for the medium to large businesses. But you can’t expect somebody to see content and make a purchase decision instantly. Last touch attribution doesn’t work and we need technology to provide a better model to understand what exactly we’re getting from our investments in content.” Mike Allton

The fears associated with content marketing automation

The road to hell is paved with good intentions. Content marketing automation is not perceived as a solution devoid of dangers or risks: while some of the marketers we interviewed expressed some concern about their jobs becoming automated, the main fears were focused around misusing the technology.

Technology can’t be a shortcut for building a strategy or learning content marketing methodology in the first place.

I look at technology for content marketing being used right now as putting off fires, solving very small issues. Before buying technology for content marketing, you need a strategic vision that makes sense for the organization.” – Joe Pulizzi

“Automation as a function of unsophisticated marketing has no winner.” Lee Odden

In addition to the usual concerns with new technology adoption (learning curve, complexity, risk…), marketers we surveyed express other concerns. We’ve all seen brands receive harsh criticism for making automation mistakes on social media, and the risk of losing control is also often mentioned. Perhaps more importantly is the fear of compromising content quality: content is regarded as a fundamentally human activity, thus many view the idea of automating its creation as a risk of content becoming less authentic and instead growing more robotic and generic.

Perhaps a longer term concern, there’s also an “arms race” argument which asks the following: when we all have better software and tools, how do we find the edge against competitors?

My biggest concern in this space is that we over-rely on automation and become lazy marketers. It’s intoxicating to let the algorithms do the work but if this is the same information our competitors can see too, how do we create competitive advantage?” – Mark Schaefer

Over the past 5 years, content marketing has transformed from a simple opportunity into a necessary practice for businesses. But to fully cross the chasm and deliver undisputed results, it will need to benefit from major technology innovations. The content marketer of the future will still need to understand content marketing methodology, have creative skills and build her own strategy. But she’ll have intelligent content marketing automation to be smarter about the content she creates and the opportunities she has, faster at managing content operations and stronger at demonstrating the value to the rest of the organization.

Want to work smarter and start generating real results from your content marketing? Find out how to use the new Scoop.it Content Director to help you become a smarter marketer!

Rate this post: 1 Star2 Stars3 Stars4 Stars5 Stars (6 votes, average: 5.00 out of 5)

Source

http://blog.scoop.it/2016/05/25/next-5-years-technology-will-shape-future-content-marketing/

Live Trainings

The New Way to Build a Profitable Online Business

How to Build a Profitable Business online Without Having Any of Your Own Products The New Way.

Feb 13

How to Generate Endless Blog Post Ideas for Content Marketing

By bonusadm

The business practice of content marketing is really the business pertaining to plans. Blog site
post recommendations, newsletter or ebook thoughts, ideas for courses or whitepapers– we need
them all.

And we need a lot of them!

In most cases the overall focus of our web content will be established by business purpose. Small
business weblogs must focus on subjects that uphold the product offering.

So as to support the business enterprise, along with a financially rewarding blog, web content
creators take a static topic area and write about it repeatedly again in (hopefully!) fresh and
highly engaging ways. It’s a bit just like rotating a gemstone and explaining how the light bounces
off of assorted features.

As content areas become saturated, and competition for attention increases, it’s more important than
ever to be adept at finding topics closely related to our main subject areas.

Within this post content, we’ll look at how data can augment our creativity and help us discover endless
web blog post ideas.

A Data Driven Approach to Blog Post Ideas

Sometimes, often early on in the life of a blog site, it’s less troublesome to come up with blog content concept
ideas making the most of creativity, industry, and intuition knowledge.

It’s the honeymoon phase of blogging! We really should take pleasure in it (Likewise, create a scrapbook– we’ll
need some of that creativity down the road!).

At some point we’ll run out of ideas, or we’ll be asked to justify the ideas we do have.

Visitor communications are a substantial support at this moment. Ask your customer success team what they
think your clients have an interest in.

To make that input practical, try the 10 × 10 exercise suggested by Stephanie Liu from Lights, Camera Live:

  • Take a sheet of paper and fold it in half.
  • On one side write the 10 most frequently asked questions about your product or service.
  • On the other, write the 10 questions people should be asking about your product or service but aren’t.
  • Now, you have a list of at least 15 – 20 things to blog about.

Reinforce and Simplify Your Blog Content Concept Creation.

Google Analytics or other tools track site visits, and social signals help gauge audience interest, so we can
iterate on our current blog post ideas.

To track site visits to a particular blog post, you’ll need the Behavior section of Google Analytics.

Apply a filter to limit the results to only your blog pages.
 

This data will show you which of your posts draw the most visitors. And, the Average Session Duration will tell
you if they stuck around long enough to really engage with the content.

Social engagements help us to see what audiences are interested in.

For example, our most shared posts at BuzzSumo this year are lengthy guides or research reports.

Social engagement statistics for blog post ideas BuzzSumo

Social engagement is a great proxy for audience interest. When we know that content about one facet of our product
is grabbing social attention, we can increase our connection with our audiences by leveraging that topic.

In addition to looking at analytics and social shares, it’s also critical to drill down into industry sources–
reading, researching, and documenting trends as we go.

To truly benefit from this approach, consistency and commitment are required.

Ann Handley, author, speaker, and Chief Content Officer at Marketing Profs, recommends collecting and recording five
writing ideas each day.

Here are a couple of sources to get you started:

  • Amazon’s book previews: Look at chapter titles
  • Google Trends: Use the explore option for your subject area
  • Hashtagify.me: Look for variations of your topic areas in hashtag form
  • Conference agendas: Look at the titles of keynote speeches and workshops
  • Google’s “searches related to”: Located at the bottom of each search page
Google_related_searches_blog_post_ideas
  • Pinterest’s auto suggest: Look at the topics suggested at the top of search results  >>>>>>>
pinterest auto suggest blog ideas

Finding and qualifying blog post ideas is time-consuming, especially if you write many posts a day or work for multiple clients.

The BuzzSumo Topic Explorer is one way to save time. It suggests related topics, popular content,  AND a key question for any subject you write about.

The Topic Explorer adds a layer of artificial intelligence to our platform, allowing content creators to expand their reach (and their blog post ideas) to new subject areas.

Topic-Explorer-3_blog_post_ideas

The Topic Explorer’s question suggestion is curated based on relevance. Each related topic includes additional subtopics to explore.

Once you know your audience’s preferred content formats, it’s easy to combine them with related topics to generate new blog post ideas.

For example, our audience likes original research and “How to” posts.

And, for our main topic area, “content marketing,” The Topic Explorer recommends the following related topics.

BuzzSumo Topic Explorer example Blog post ideas

The table below shows how I might combine the two to come up with blog post ideas.

Another approach would be to look at individual questions in the related topics and work through them, adding How, Why, or List posts formats to create working titles. Infographics are also a great way to answer questions!

Any source of related topics can be put through this grid to spur creativity!

If you have ideas from conference agendas, or from Google related searches, or from Pinterest auto-suggest, add them
to your grid for even more blog post ideas.

Blog post ideas for saturated content areas

When faced with a saturated or overly competitive topic area, what do you do?

More ideas for the same saturated topic won’t necessarily help grab attention if there are already hundreds of thousands
of published posts. There are two mental models we find helpful to expand topics for saturated content areas.

Hierarchical expansion begins with a broad topic and looks to more and more specific themes. Andy Crestodina described this
concept as “niching down.”

For example, if social media markeing is the topic I write about, and it’s saturated with content, I may want to consider
narrowing my focus:

  1. Social media marketing
    1. Facebook marketing
      1. Facebook Live
      2. Facebook Advertising
        1. AB testing Facebook ads
        2. Average Facebook ad spend for an SMB
          1. Saving money on Facebook ads as an SMB
          2. Which type of ad goal is the best value for an SMB
            1. Creating an a lead gen ad for an SMB
  2. Content marketing

Lateral expansion looks at ideas that are related to each other at a similar level of specificity.  The litmus test for lateral expansion might be this:

People interested in X are also often interested in Y.

In the example above, Social Media Marketing and Content Marketing would be examples of lateral ideas. It passes the litmus test, “People interested in social media marketing are also often interested in content marketing.”

Of course, these two models are a little arbitrary! (Taxonomies are tough in every field of study.)

Laterally related topics can also be expressed as part of a hierarchy. They would simply be listed with the same level of importance.

And, specific areas of interest in a hierarchy are only “niche” in the sense that they can be considered a subset of a larger topic area. Niche areas will often have their own experts, big ideas, and areas of ongoing controversy or study.

However, the concepts of lateral and hierarchical expansion are useful for developing blog post ideas, especially if our main topic area is heavily competitive or already saturated with great content.

The Topic Explorer offers a quick look at lateral and hierarchically related ideas.

Lateral Hierarchical Blog Post Ideas BuzzSumo

For each laterally related topic, there are more specific, niche keyword suggestions.

And, additional Topic Explorer searches can produce even more related and specific inspiration.

Qualify related topics

Once you have created a massive file of blog post ideas, how do you decide what to write about?

At its simplest, qualifying a topic is binanary:

Something is either a good idea or a bad idea.

But, if you have ever tried to convince your team of either, you know that you’ll need more than a hunch to persuade your boss, client, or colleague.

Qualifying topics is done in two phases – before you publish, and after you publish. In both phases data analysis can help guide the process.

Customer questions, customer surveys, social engagement with existing content, web traffic data, industry trends and thought-leader input all help us to select the best blog topics.

If you have a file of customer questions or survey responses try running them through a text analyzer to see which themes emerge. (Thanks to Gini Dietrich who suggested this approach for developing courses.) You can do the same thing with conference agendas, etc.

For example, here is a wordcloud of topics from the 2019 Social Media Marketing World agenda, created at jasondavies.com/wordcloud (I removed the word marketing).

blog_post_idea_wordcloud

I also did simple text analysis to find the words used most in the presentation descriptions:

  1. Facebook
  2. Content
  3. Video
  4. Sales
  5. Business
  6. Live
  7. Instagram
  8. Build
  9. Grow
  10. Linkedin
     

With this analysis, I can see what industry leaders are thinking about and use these hot topics to validate blog post ideas.

For example ‘Facebook Live’, ‘YouTube content’, or ‘use of bots in marketing’ all seem like good blog post ideas.

The Topic Explorer, built on BuzzSumo’s database of more than 5 billion articles, offers social engagement data to further validate keywords.

BuzzSumo leverages machine learning to suggest topics that creators can rely on, without needing to spend time analyzing line after line of information.

Popular posts are those with the most relevance and engagement.

If you navigate to the Content Analyzer, using the button at the bottom right of the popup, you will see the most evergreen topics, or sort to see the topics with the most engagements by network.

Fundamentally, content marketing is a quest for site traffic.

We spend a lot of time thinking about how to get more people to visit websites.

One way to do this is to appeal to a wider audience.

If your traffic drops off, writing about a closely related idea may expand your reach to more users.

The example comparison below shows far less competition and more average social engagement for the topic “employee engagement” compared to “human resources”.

If my human resources site isn’t gaining traffic, employee engagement might be a good expansion topic.

How to position multiple ideas

With endless blog post ideas in mind, we’ll need to think about how we use blog content to increase – rather than dilute – the impact of our site. We will also need to design a logical path for users through our content.

Lee Odden, co-founder and CEO of TopRank Marketing, recommends a hub and spoke model or a power page approach.

Hub and spoke

In a hub and spoke model, tiers of supporting and related content connect to each other and drive readers toward the hub or central content piece.

Consider creating a best answer post as the centerpiece for this strategy.

Here’s an example for accounting software:

Use The Topic Explorer to chose the best spoke content and be sure you’ve covered every facet by looking at the suggested questions and asking if a customer would find a satisfactory answer on your site.

Power pages are based on a similar concept, but they place the supporting materials, primary topic and related resources all on the same page.

Lee illustrates the concept this way:

Whichever layout you choose, a blog idea file filled with related topics is a must to drive business goals.

[CTA] Try the Topic Explorer

The post How to Generate Endless Blog Post Ideas for Content Marketing appeared first on BuzzSumo.

Source

https://buzzsumo.com/blog/blog-post-ideas/

#GAMECHANGER

Live Trainings

How To Get 10,000 REAL Fans In Less Than 72 Hours And Turn Them Into Your Cash Paying Buyers IMMEDIATELY!

Sign Up for the Live Event


Important
This site makes use of cookies which may contain tracking information about visitors. By continuing to browse this site you agree to our use of cookies.