Matthew Solomon says, “Through the marketing funnel your leads will make multiple interactions with your content and website. Attribution is a way of understanding which marketing channels or campaigns contributed to a conversion on your website by looking at the different “touches” a lead makes during the lifecycle stages. Most digital marketing tools such as HubSpot and Google Analytics have reports built in to track attribution”. The 3 Types of Attribution You Should Be Measuring in Your Marketing HubSpot  [...]

Lisa Kasanicky says, “If there’s one thing I love about yoga besides the catnap at the end, it’s that instructors will often remind you that the practice is not a competition. “Don’t let what others are doing affect your practice,” they’ll say. Or, “No one is grading you on your performance.” Lovely sentiments. But not in the content marketing world. Standing out in the elbow-to-elbow class of content marketing practitioners requires more of a competitive spirit than most of us are willing to admit. Perhaps the one saving grace of the content game is that armed with the... [...]

Pete Prestipino says, “Today’s consumers (end-users) are looking for a personalized encounter on the ‘Net and digital publishers are increasingly focused on providing an optimal experience and are actively integrating solutions to make it happen. Real-time content optimization engine Dynamic Yield for example, has released a new solution that will provide online publishers an opportunity to provide their website visitors such a personalized experience around news content“. Personalized Content with Dynamic Yield Website Magazine  [...]

Pamela Vaughan says, “Raise your hand if this sounds familiar … As an inbound marketer, you work hard to keep your content engine going. You publish new blog posts, launch new ebooks, and produce new webinars regularly. You rinse and repeat, pumping valuable time and resources into new content creation to keep your blog fed and your offers fresh. But have you ever noticed how fast that new content becomes “old” content? Posts quickly get pushed off your blog homepage, and offers stop getting promoted. You put all this work into creating the new stuff that you fail to realize... [...]

Christopher Ratcliff says, “Amtrak is the intercity train service run by The National Railroad Passenger Corporation, connecting more than 500 US destinations and three Canadian provinces. According to The Make Good in its piece on content marketers that are ahead of the curve, Amtrak has seen a rise in train ticket sales that perhaps goes against the dominance of air travel in the USA. This is in part thanks to its recent content marketing push. Amtrak has redesigned its blog, including an archive of photography that stretches back over four decades of its existence, upped its social media... [...]

Nathan Safran says, “Most brands got on board with content marketing by creating general, untargeted content. Now, those brands are evolving past that; they’re creating content that maps to the position of the buyer in his or her journey. (The buyer’s journey refers to the buyer’s progression through a research and consideration phase, culminating in a purchase.) Brands’ new content paradigm recognizes that a “one-size-fits-all” approach may be insufficient. After all, a buyer’s content needs differ based on where in the buyer’s journey they are”. How Content Is Changing... [...]

Lee Odden says, “As companies mature in their use of content marketing from simply creating “more” content for SEO purposes to creating really useful content designed to reach specific customer segments to influence business outcomes, the importance of content differentiation becomes paramount. According to the Content Marketing Institute and MarketingProfs’ annual studies, over 90% of B2B and B2C marketers are using content marketing. That’s a tremendous amount of competition and to stand out, successful marketers are elevating their content quality and use of visual elements. In my... [...]

Paddy Morgan says, “As much as content and advertising agencies would like you to believe it, content produced by a business doesn’t just go viral on it’s own. There is often something that pushes it really, really hard when it first goes live which gains momentum, and eventually the content is spread far and wide enough that it doesn’t need you to push it anymore. Those of you who have read Good to Great may be making associations with the flywheel principle, but that’s a post for another day! In this post I want to talk about one of the ways you can give your content... [...]

Corey Eridon says, “I’ve been not writing this post for a long time. What I mean by that is — I’ve had this post in my head for a long time, but I couldn’t think of a way to write it without alienating a lot of people. I might still alienate a few here, but I think I found a productive way to say what I’ve been thinking about for a while now — that there are some problems with the “content strategist” title, and it can lead to problems for companies and content marketers alike”. A Short Rant About Content Strategists HubSpot  [...]

Robbert van den Heuvel says, “Content creation and marketing will only be successful if you have an organized content marketing plan as a roadmap for every task. Business owners and marketing departments often get discouraged with the ever-changing best practices for blog writing, SEO, and the social web. Businesses also tend to laser focus on blog writing and forget to produce weightier content like ebooks and guides. This type of content is crucial for the success of the inbound marketing portion of your content marketing plan”. 8 Steps for Lasting Content Marketing Plan Success HubSpot... [...]