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Thursday, March 23, 2023

Marketing Glossary

Common Content Marketing Mistakes You Should Avoid

Successful content marketing requires a lot of research. And these trials and errors may lead to mistakes too.

MarketingProfs contributor Aaron Middleton has published an article featuring five of the most common content marketing mistakes.

He says, “Content marketing can be challenging, and there are many mistakes you can make. In this article, we’ll cover five of the most common content marketing mistakes and what you can do to avoid them.

Mistake No 1: Not Using Data and Insights to Build Your Content Strategy

Many marketers will formulate content ideas ad hoc. But without looking at your data, you won’t know which content items are performing and which are not. That means you could be creating content that drives few results because it doesn’t resonate with your customers.

The same goes for not using customer insights. Knowing your customers and audience is one of the biggest advantages you can have when developing marketing content. Knowing what appeals to your customers, what problems they face, and what they are interested in will help in formulating your content strategy.”

Five of the Most Common Content Marketing Mistakes—And What to Do Instead


Content Marketing Master Class: Life Sciences & Healthcare, March 29 [Webinar]

Content Marketing Institute is hosting a webinar ‘Content Marketing Master Class: Life Sciences & Healthcare’ on Wednesday, March 29, 2023, at 2.00 pm EST.

The CMI team says, “Join us on March 29th for CMI’s Content Marketing Master Class: Life Sciences & Healthcare edition. We’ll tackle how to more effectively market to healthcare professionals by developing better strategies and creating more personalized content experiences. We’ll also bring together a panel of healthcare marketers to talk about the opportunities, challenges, and what’s next for this ever-changing industry.

  • 2:00 PM ET: Unlock Your Competitive Advantage with Robert Rose, Chief Strategy Advisor, CMI
  • 2:25 PM ET: Roundtable: The Opportunities & Challenges of Marketing to Healthcare Professionals Today with Hayden Goethe, WEX; Anna Hogan; Thermo Fisher Scientific; Amanda Potter, Sanford Health; and Sarah Sagin, Teleflex
  • 2:50 PM ET: Reimagining Digital Content Delivery to HCPs: Strategies for Personalized Engagement with Mark Bornstein, VP Content Marketing, ON24.”

Content Marketing Master Class: Life Sciences & Healthcare

Content Marketing Institute

Creating Better Content with Machine and Human Input

A blend of artificial intelligence and creativity can help us create winning content. Together, people and machines can create tens of millions of new web pages.

Content Marketing Institute contributor Jim Yu has published an article on combining machine and human input for generating effective content in 2023.

He says, “Google’s position on AI-produced content is clear: “Using automation – including AI – to generate content with the primary purpose of manipulating ranking in search results is a violation of our spam policies.” Yet, Google acknowledges that not all AI content is spam, and AI can serve as “a critical tool to help people create great content for the web.”

Still, there you can put AI and machine learning tools to work in other areas, including content research, optimization, and promotion workflows. Let’s explore important ways to use both AI and human capital to improve your content marketing strategy effectively and sustainably.

Optimize content for people, but don’t ignore SEO

First, though, a few reminders about getting found by people using search engines.

Keep in mind that Google intends for all of its search engine updates (tens of thousands per year) to improve the search experience for human users. So optimizing for search engines isn’t all that different from optimizing for people. But when you optimize for search engines first, you risk doing things that can harm the human reader experience and perception of your brand.”

How To Combine Machine and Human Input for More Effective Content in 2023

Content Marketing Institute

CMI on Misunderstood Best Practices in Content Marketing

Content marketing is a creative task that requires constant innovation and research. By adopting the right practices, you can excel in content marketing.

Content Marketing Institute contributor Ann Gynn has published an article featuring five misunderstood best practices in content marketing.

She says, “Let’s look at five seemingly harmless best practices you should start to question. (Many of the items on this list were suggested by CMI community members Luke O’Neill, a writer and content consultant in the fintech and financial services industry, and Amy Brennen, brand manager at Rapyd.)

1. Create content your audience wants

I like this one. Frankly, too many businesses think only about themselves when creating content. They create content to put the company, product, services, and employees in the best light. But in doing so, they fail to consider the interests and needs of the audience outside their business.

So, I’m all for creating content that the audience wants. But if you stop at that idea, you’ll miss out. What about the content the audience doesn’t yet know it wants?”

5 Misunderstood Best Practices in Content Marketing

ChatGPT: A marketer’s guide [Guide]

Launched by OpenAI in November, ChatGPT is built on top of OpenAI’s GPT-3 family of large language models (LLM) and enables interaction with a model via a conversational user interface.

MarTech has published ‘ChatGPT: A marketer’s guide’ to help marketers decide where and how to use the tool for marketing campaigns.

Theresa Kushner says, “Knowing ChatGPT’s strengths and weaknesses can help you decide where to use the tool. Since natural language processing (NLP) is what it does best, start with the tasks that you might need as a marketer.

  • Writing point-of-view papers.
  • Developing website content.
  • Updating social posts.
  • Creating blogs.
  • Writing bylined articles.
  • Generating press releases.
  • Writing program or project documentation.”

ChatGPT: A marketer’s guide



Conductor’s SEO Trends and Predictions for 2023

SEO is one of the most essential processes to grow your business using the Internet. It helps you tap a wider audience and target them.

Conductor contributor Steven van Vessum has published an article highlighting key SEO trends and predictions for 2023.

He says, “SEO is rapidly becoming a key business priority for companies that understand its value and impact. Case in point:

  • 82% of marketers reported SEO positively impacted marketing performance and goals in 2022.
  • 92% reported content marketing positively impacted marketing performance and goals.

As we head into another year of economic uncertainty, marketing leaders are under pressure to prioritize strategic investments in top-performing channels to maximize results despite most marketing budgets remaining flat for 2023.

Today’s digital marketers need to stay current on the SEO and content marketing trends that will drive the most impact to achieve the increased goals and metrics set for 2023 and adapt to the overall volatility forecasted for search. Top trends to incorporate in your SEO strategy include:

  • The rising importance of visual search
  • Identifying the role AI should play in your SEO workflows
  • Expanding search strategies beyond Google.”

SEO Trends and Predictions for 2023


CMI Highlights 6 Influencer Marketing Metrics to Watch

Influencer marketing is a form of social media marketing involving endorsements and product placement from influencers, people and organizations who have a purported expert level of knowledge or social influence in their field.

Content Marketing Institute contributor Aleh Barysevich has published an article featuring six influencer marketing metrics to watch and five tools to help.

He says, “Tracking influencer key performance indicators (KPIs) requires structuring a program that uses metrics to identify influencers. It incorporates the most valuable success metrics and uses tools to help you assess and optimize what works.

6 influencer-focused metrics

Before you reach out to influencers, determine which metrics to evaluate. They can help you identify the influencers most valuable for your brand. Then, the metrics can help you evaluate how well their engagement works for your company.

1. Reach and impressions

Audience size determines the category of influencer – macro, micro, nano, etc. That total audience can be on single or multiple channels. But that overview number isn’t enough. Take a look at the influencer’s reach and impressions:

  • Reach indicates the number of people who have checked a post, a story, or a video. That number could be bigger than the audience size because the content can be seen, shared, cited, tagged, and commented on by people who are not your followers (i.e., the audience).”

6 Influencer Marketing Metrics To Watch and 5 Tools To Help

Causal Research: The Complete Guide [Guide]

HubSpot has published ‘Causal Research: The Complete Guide’.

HubSpot team says, “In the marketing world, data collection and market research are invaluable. That’s where causal research, the study of cause and effect, comes in.

First-party data can help you learn more about the impact of your marketing campaigns, improve business metrics like customer loyalty, and conduct research on employee productivity. In this guide, we’ll review what causal research is, how it can improve your marketing efforts, and how to conduct your research.

Table of Contents

Causal Research: The Complete Guide


Content Writing for SEO: How to Create Content that Ranks in Google [Video]

Ahrefs has published a new video ‘Content Writing for SEO: How to Create Content that Ranks in Google’ sharing useful advice on creating content that ranks high in Google Search.

Ahrefs team says, “In this video, you’ll learn how to do content writing for SEO that engages your audience, satisfies search engines, and drives consistent traffic.”


Checklist Masterplan: simple checklists create your own ecosystem #ad

Ben Fletcher has just released (at 9:00 EST) his affiliate marketing training he calls Checklist Masterplan.

It’s a very simple but extremely effective system to use simple checklists to create your own integrated system to create leads and sales.

Fletcher has found affiliate success using tools like:
➤ Hard-to-resist lead magnets to build highly responsive email lists.
➤ Self-liquidating offers that allow you to make a profit and build your list for free.
➤ How to use them to promote affiliate offers for easy commissions.

That is what he is showing you in Checklist Masterplan. He is offering it to you for under $10 (although the price will be rising.)

This is a Step-by-Step, actionable, easy-to-implement system capable of generating a side income for a marketer. Fletcher actually uses it for his full-time work.

Unlike many affiliate marketing courses, this one applies to affiliate marketing in any niche. It is not limited to the internet marketing niche.

You will get your best deal by getting your copy here, now: Checklist Masterplan.