Announcing Moz’s New Beginner’s Guide to Content Marketing 0

Posted by Trevor-Klein

I’m thrilled to announce the next in Moz’s series of beginner’s guides:
The Beginner’s Guide to Content Marketing.

Content marketing is a field full of challenges. Creating content that provides great value to your audience what we’ve come to call 10x content is difficult enough, but content marketers also regularly encounter skeptical employers and clients, diminutive budgets, and you guessed it a noted lack of time to get it all done. You’re not alone. You’re fighting the good fight, and we’re here to back you up. So is Carl.

Meet Carl, the Content Cat. He’ll show up in every chapter of the guide for a little levity and to remind you that you’re in good company.

There’s no denying the importance of content marketing. In its annual study of more than 5,000 marketers, the Content Marketing Institute showed that about 70% of all marketers, B2B and B2C, are creating more content than they did one year ago. Nearly half of B2C marketers have a dedicated content marketing group in their organizations. While this guide is written primarily for those who are relatively new to content marketing, we’d certainly recommend that more advanced marketers take a look through, as we often find veteran teams are missing some key fundamentals.

Say no more; show me the guide!

What you’ll learn

The guide has nine chapters, and we’ve organized them in the order we think folks should think about them when they’re approaching content marketing. Start with planning and goals, move through ideation and execution, then wrap up with analysis and revisions to the process.

1. What is content marketing? Is it right for my business?

Before we dive too deep into strategy and tactics, there’s something we need to clear up: What in the world is content marketing, anyway? Look it up in 10 different places, and you’ll get 10 different answers to m that question. In this chapter, we break it down and offer a look into whether or not it’s a worthwhile investment of your time (spoiler alert: It is).


2. Content strategy

Arguably the most important part of any content marketing effort, your content strategy is what keeps you aligned with your company’s goals, ensuring you’re putting your time and effort into areas that will help move needles and earn you the recognition you deserve. There’s more to it than meets the eye, though, and this chapter paints a holistic picture to get you started.


3. Content and the marketing funnel

Most folks who are new to content marketing assume that it belongs right at the top of the marketing funnel. We’d like to bust it out of that pigeonhole. The truth is that content belongs at every stage of the funnel, from brand awareness and early acquisition to retention of loyal customers. This chapter shows you which kinds of content typically work well for each major phase of the funnel.


4. Building a framework and a content team

There are some things you’ll need to figure out before you even start coming up with ideas for your content. What tools will you use to create it? What processes and standards will you put in place? Who will you work with, and how can you get them aligned with your goals? Setting the framework for your future success will save you from major headaches, and this chapter aims to make sure there’s nothing you’re overlooking.


5. Content ideation

We’ve all had it happen. We need to write something be it a blog post, a whitepaper, even an email and when we sit down to make it happen, nothing. No ideas come to mind. Coming up with ideas for content that really resonates is deceptively difficult, but there are many tricks that’ll help get the proverbial gears turning. We’ll go through those in this chapter.


6. Content creation

After all that planning, it’s finally time to dive in and do the hard work of actually creating your content. From getting the formatting right and working with design/UX teams to the most important cliche you can remember — to focus on quality, not quantity — this chapter will help you make the most effective use of your time.


7. Content promotion

You’ve done it. You’ve put together a wonderful piece of 10x content, and can’t wait to see the response. Only one thing stands in your way: Getting it in front of the right people. From working with industry influencers to syndication and social promotion, there are a great many ways to connect your content with your audiences; it’s just a matter of choosing the right ones. This chapter aims to point you down the right path.


8. Analysis and reporting

Nobody (seriously, nobody) is able to perfectly target their audiences. We make assumptions based on what we know (and can surmise) about the things readers will find valuable. The only way we can get better is by taking a look at how our past content performed. That’s easier said than done, though, and data can often be misleading. This chapter shows you the basics of measurement and reporting so you can get an accurate picture of how things are going.


9. Iteration, maintenance, and growth

Like all aspects of marketing, content should be iterative. You should take a close look at how your past work resonated with your audience, learn from what went right (and what went wrong), and revise your approach next time around. It also pays to revisit your processes from time to time; as your organization and your audience grow, the tactics that served you well at the beginning could well be holding you back now. This chapter explores how you can scale your content efforts without sacrificing the quality you’ve worked so hard to instill.


What are we waiting for? Let’s get started!

Thanks

The biggest thanks and the majority of the credit for this guide go to Isla McKetta. She was an immense help with early planning, and wrote the lion’s share of the guide. Derric Wise led the UX efforts, illustrating much of the guide and bringing Carl the Content Cat to life. Huge thanks also go to both Kevin Engle and Abe Schmidt for their fantastic illustrations. Thanks as well to Lisa Wildwood for her keen editing eyes, and to Ronell Smith and Christy Correll for their additional reviews. This guide never would have happened without all of you. =)

Sign up for The Moz Top 10, a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don’t have time to hunt down but want to read!


Source: Moz

Is it Possible to Remove Negative Yelp Reviews? 0

When Yelp first began, it caught on like wildfire. Users were providing honest ratings, complete with photos, and businesses were receiving valuable bumps in revenue and foot traffic. As time went on, the site became open to gaming. Fake reviews began to pop up, slandering some businesses and inflating others. Yelp recently won a court […]
Source: Reputation Stars

Could DMCA work for removing Defamatory Content? 0

By Pierre Zarokian The Digital Millennium Copyright Act was meant to help individuals establish copyrights for their materials online. Unfortunately, it doesn’t work to get defamatory content removed, unless the content was something you owned, such as a section of your website copied or a copied picture that you own the copyright to.  However, be […]
Source: Reputation Stars

How Online Reviews Can Help You Get New Customers 0

These days the Internet has become the go-to source for information on just about every industry out there. With the wide-range of online review sites now available, most consumers with Internet access tend to check online reviews before they decide to buy anything from a cup of coffee, to a fancy dinner, to new cars and homes.

The accessibility of online review sites has made it easy for potential customers to decide whether or not to give you or your competition their new business.

OnlineReviewsblog

This has, in turn, made many industries more competitive than ever. Businesses looking to find a high level of success will have to figure out how to gain the competitive advantage over the other major players in their industry.

Businesses will have to start showcasing their positive customer reviews, awards and accolades to keep their customers from going to the “other guys?”

One great way to do this is to hire a reputation management company that can not only control your business reviews but also your search results which are the first thing people will see when searching for you or your business online.

 

  • 5 stars review ratingBuilding Positive Customer Reviews

    Focusing on customer service is a super effective way to build positive customer reviews.  When the customer sees that you are putting in the time and effort to give them the best possible result, he or she may be inclined to leave a great review.

    It is also always a smart idea to ask some of your most loyal and dedicated customers to write reviews of their experiences with your company. If a customer has been with you for a long time, there is obviously something about your business that keeps bringing them back.

    When your dedicated customers share their positive and honest experiences about working with your company, they can inspire future clients and customers to do the same. Overtime, you are sure to gain more attention from local consumers than your competitors who are not consistently getting positive reviews.

  • 1 star review rating Avoiding Fake Reviews

    Fake customer reviews have become an epidemic and just a one-star rating decrease can cost you up to 9% of your business’ revenues according to a Harvard Business School Study. Countless businesses have been found to be creating false accounts to write positive reviews for their own company in an attempt to boost revenues.

    At the same time, many businesses are also writing fake “bad” reviews for their competitors. Although this may seem tempting, it will only result in ruining your own company’s reputation.

    These practices are cheap and immoral and will get you nowhere in the long run.  Online review sites like Yelp! can quickly and easily find these fake reviews and will ‘flag’ your business to the public if they find you are behind them. It’s just not worth it. Spend time making real improvements to your business rather than hiding its imperfections.

  • Managing Online Reviews

    Once the reviews start coming in, it is important to pay attention to what your customers are saying.  This is how you will make stronger connections with your customers and show the public your business is the best choice out there because you truly do care.

    Just a few quick responses to some positive reviews can go a long way. Letting your customers know you appreciate their feedback is a great way to keep them coming back and to get new customers interested as well.

    It is also important not to ignore the negative reviews. When a negative review is posted, you need to approach the issue in a calm and professional manner. Figure out if there is anything you can do to remedy the situation. You may be able to turn that customer’s experience from negative to positive and keep them from switching over to a competitor.

As competition in many industries continues to rise and information on the Internet becomes more and more accessible, businesses are eager to find ways to stand out and gain a competitive edge against “the other guys.”

While there are many ways to go about this, one thing stands true; it is impossible to ignore quality, positive customer reviews. Happy customers result in positive reviews, which bring in more happy customers to leave more positive reviews, building you a platform upon which you’ll stand way above the competition.

It is critical to keep track of what is being said about your business online, but with so many review sites out there, this can become quite difficult.

To find out more about how to monitor and manage your online reviews and fix your online reputation, contact Reputation911 by filling out the form on the bottom of this page or by calling us at 866-MY-REP-911.


Source: Reputation 911

How to Use Social and Analytics to Boost Sales 0

So, you own a business. The question is, how to grow it? Today, there are more ways than ever for customers to engage with your business, and traditional marketing is only part of the equation — increasingly, harnessing the power of social media and data is crucial to your growth strategy.

That’s why we’re teaming up with Square to present a webinar that shows you how to lay the groundwork for success.

Here’s what we’ll cover:

  • What strategies can your business use to get found online?
  • How can your business leverage social media to increase awareness?
  • How can you use payments processing data to give you powerful insights to help grow your business?

 

As an example, check out how this business owner used online marketing to spread word of mouth about her gourmet taco shop.

Ready to learn how you can put these same things into action for your business? Tune into this free recording of our recent webinar with Square:


Source: mainstreet