Welcome!

Blog Feed Post

Smart Content Marketing: Your Pyramid of Giza

What could the Pyramid of Giza possibly have to do with a blog post about content marketing? Much like the long-lasting pyramid – the only one of the 7 wonders of the ancient world still intact – content, when done right, can continue to attract and engage people long after it’s been built. For some quick proof, take a look to your right in our most popular posts section. Many of these posts were written 2 or 3 years ago or more, yet they continue to be some of our largest drivers of qualified traffic to this blog.

Why does this matter? Let’s contrast content with advertisements. Ads – whether traditional or digital – require an investment in developing creative, and then a follow-on high dollar investment in buying media space (print, digital, broadcast, etc.) so that your creative is seen over and over again. For a long time, this was the best way to reach people, often because marketers didn’t have much of a choice.  Publishing was expensive – beyond the cost to create content there was still the media (printing a magazine, buying blocks of airtime, etc.) to get your message in front of your prospects, and it was far easier to purchase small pieces of that than to try to carry the whole freight yourself. There are notable exceptions, like John Deere’s “The Furrow” print magazine series in 1895 (more from the Content Marketing Institute’s Joe Pulizzi in a great video here), but for the most part, with the cost of publishing so high, advertising was the preferred way to reach customers.

As in so many areas, the rise of the internet served as a disruptor. Over the past two decades, the cost of publishing has been dramatically reduced along with marketers’ reliance on purchased media as the primary method to attract new customers. The eradication of these barriers means that companies are able to invest efficiently in content. Even traditional publishing costs have come down significantly with digital printing and print-on-demand options lowering costs.

Brands are becoming publishers – it’s a phrase we’ve heard time and time again, and it’s the truth. Content Marketing budgets are increasing, and often at the expense of ad budgets.  Marketo’s Content Marketing vs. Traditional Advertising infographic bears this out:

Content Marketing vs. Traditional Advertising Infographic by Marketo

Even venerable brand advertisers like Coca-Cola are getting on board, betting the farm on content marketing with their Content 2020 initiative.

An ad typically expires the moment your airtime is up, whereas a well-crafted piece of content has staying power. Mike described the typical path of a quality piece of content in his post Don’t Let the Social Media Tail Wag the Content Marketing Dog.

  • I write a blog post. In the first seven days, it turns into 1,000 new visitors to the blog, and 250 new visitors to the corporate website. There’s a measurable return there.
  • That same blog post achieves a top 10 ranking on a long-tail search term on Google, Yahoo and Bing after 30-40 days. It turns into 5,000 new visitors to the blog over a year-long period, and 1,250 visitors to the corporate website. There’s a measurable return there.
  • That same blog post generates 50 comments from readers, most of whom are not connections of mine. That’s community and audience-building. There’s a measurable return there.
  • send that same blog post out in a monthly client email newsletter, it generates 150 clicks over to the post, and it spurs two clients to inquire about additional services. There’s a measurable return there.
  • email that same blog post to five prospective clients rather than sending the typical “Just wanted to check in on status” email. Two of the five respond, and one ends up re-engaged within two weeks. That’s real lead nurturing, and there’s a measurable return there.
  • That same blog post is retweeted 26 times, dugg 22 times,  liked 18 times, and stumbled upon 34 times over a 60-day period. (Did you think I was going to leave out social media?) There’s some measurable return there.
  • 128 days after publishing the same blog post, a lead form arrives in the inbox, and reads as follows, “Just finished reading your post. We’re struggling with this exact issue right now, and it sounds like you might be the type of folks that can help. Can we chat about your services sometime in the next few days?”
  • 138 days after publishing the same blog post, that lead turns into a new client, and a very good one at that. Think there’s a measurable return there

That’s the path of one single blog post or piece of content. It impacted SEO. It impacted social media. It impacted existing sales cycles. It created new sales cycles. It created a new client.

Now imagine the impact of 50 of those. Or 100 of those. Or…you get the point.

Good, well-distributed content never sleeps, rarely expires, and is always engaging.

This doesn’t mean to just go full-speed ahead and create all the content that you can – often creating Mediocre Content is Costing You Business. The goal is Better Content, Not Just More Content.

Like the Pyramids, well-marketed smart content is left standing and continues to draw and engage long after the other “wonders” of its time.

Get both easy-to-digest tips and more detailed content marketing approaches from Right Source and other industry experts in our free content marketing eBook: How to Grow Your Business with Content Marketing.

Learn even more about creating a successful content marketing approach in the webcast: What if You Build It and They Still Don’t Come?

And of course, feel free to drop a comment below or contact me directly with your questions or challenges.

 

Image Source

Read the original blog entry...

More Stories By Will Davis

Right Source Marketing helps organizations build their marketing strategy, organize the structure to accommodate that strategy, and deliver the specific services to execute that strategy. We do this through a unique model that provides senior level strategic consulting as well as specific services that cover every area of an organization’s marketing plan.

Latest Stories
Disruption, Innovation, Artificial Intelligence and Machine Learning, Leadership and Management hear these words all day every day... lofty goals but how do we make it real? Add to that, that simply put, people don't like change. But what if we could implement and utilize these enterprise tools in a fast and "Non-Disruptive" way, enabling us to glean insights about our business, identify and reduce exposure, risk and liability, and secure business continuity?
When building large, cloud-based applications that operate at a high scale, it's important to maintain a high availability and resilience to failures. In order to do that, you must be tolerant of failures, even in light of failures in other areas of your application. "Fly two mistakes high" is an old adage in the radio control airplane hobby. It means, fly high enough so that if you make a mistake, you can continue flying with room to still make mistakes. In his session at 18th Cloud Expo, Le...
Digital transformation has increased the pace of business creating a productivity divide between the technology haves and have nots. Managing financial information on spreadsheets and piecing together insight from numerous disconnected systems is no longer an option. Rapid market changes and aggressive competition are motivating business leaders to reevaluate legacy technology investments in search of modern technologies to achieve greater agility, reduced costs and organizational efficiencies. ...
Enterprises are striving to become digital businesses for differentiated innovation and customer-centricity. Traditionally, they focused on digitizing processes and paper workflow. To be a disruptor and compete against new players, they need to gain insight into business data and innovate at scale. Cloud and cognitive technologies can help them leverage hidden data in SAP/ERP systems to fuel their businesses to accelerate digital transformation success.
DXWorldEXPO LLC announced today that Telecom Reseller has been named "Media Sponsor" of CloudEXPO | DXWorldEXPO 2018 New York, which will take place on November 11-13, 2018 in New York City, NY. Telecom Reseller reports on Unified Communications, UCaaS, BPaaS for enterprise and SMBs. They report extensively on both customer premises based solutions such as IP-PBX as well as cloud based and hosted platforms.
Daniel Jones is CTO of EngineerBetter, helping enterprises deliver value faster. Previously he was an IT consultant, indie video games developer, head of web development in the finance sector, and an award-winning martial artist. Continuous Delivery makes it possible to exploit findings of cognitive psychology and neuroscience to increase the productivity and happiness of our teams.
"Calligo is a cloud service provider with data privacy at the heart of what we do. We are a typical Infrastructure as a Service cloud provider but it's been designed around data privacy," explained Julian Box, CEO and co-founder of Calligo, in this SYS-CON.tv interview at 21st Cloud Expo, held Oct 31 – Nov 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA.
Transformation Abstract Encryption and privacy in the cloud is a daunting yet essential task for both security practitioners and application developers, especially as applications continue moving to the cloud at an exponential rate. What are some best practices and processes for enterprises to follow that balance both security and ease of use requirements? What technologies are available to empower enterprises with code, data and key protection from cloud providers, system administrators, inside...
Digital Transformation: Preparing Cloud & IoT Security for the Age of Artificial Intelligence. As automation and artificial intelligence (AI) power solution development and delivery, many businesses need to build backend cloud capabilities. Well-poised organizations, marketing smart devices with AI and BlockChain capabilities prepare to refine compliance and regulatory capabilities in 2018. Volumes of health, financial, technical and privacy data, along with tightening compliance requirements by...
Enterprise architects are increasingly adopting multi-cloud strategies as they seek to utilize existing data center assets, leverage the advantages of cloud computing and avoid cloud vendor lock-in. This requires a globally aware traffic management strategy that can monitor infrastructure health across data centers and end-user experience globally, while responding to control changes and system specification at the speed of today’s DevOps teams. In his session at 20th Cloud Expo, Josh Gray, Chie...
"We host and fully manage cloud data services, whether we store, the data, move the data, or run analytics on the data," stated Kamal Shannak, Senior Development Manager, Cloud Data Services, IBM, in this SYS-CON.tv interview at 18th Cloud Expo, held June 7-9, 2016, at the Javits Center in New York City, NY.
In this Women in Technology Power Panel at 15th Cloud Expo, moderated by Anne Plese, Senior Consultant, Cloud Product Marketing at Verizon Enterprise, Esmeralda Swartz, CMO at MetraTech; Evelyn de Souza, Data Privacy and Compliance Strategy Leader at Cisco Systems; Seema Jethani, Director of Product Management at Basho Technologies; Victoria Livschitz, CEO of Qubell Inc.; Anne Hungate, Senior Director of Software Quality at DIRECTV, discussed what path they took to find their spot within the tec...
To Really Work for Enterprises, MultiCloud Adoption Requires Far Better and Inclusive Cloud Monitoring and Cost Management … But How? Overwhelmingly, even as enterprises have adopted cloud computing and are expanding to multi-cloud computing, IT leaders remain concerned about how to monitor, manage and control costs across hybrid and multi-cloud deployments. It’s clear that traditional IT monitoring and management approaches, designed after all for on-premises data centers, are falling short in ...
Adding public cloud resources to an existing application can be a daunting process. The tools that you currently use to manage the software and hardware outside the cloud aren’t always the best tools to efficiently grow into the cloud. All of the major configuration management tools have cloud orchestration plugins that can be leveraged, but there are also cloud-native tools that can dramatically improve the efficiency of managing your application lifecycle. In his session at 18th Cloud Expo, ...
When applications are hosted on servers, they produce immense quantities of logging data. Quality engineers should verify that apps are producing log data that is existent, correct, consumable, and complete. Otherwise, apps in production are not easily monitored, have issues that are difficult to detect, and cannot be corrected quickly. Tom Chavez presents the four steps that quality engineers should include in every test plan for apps that produce log output or other machine data. Learn the ste...