Content Hub strategy overview for global enterprises

Michael Brenner once wrote:

A content hub is the home of your content marketing efforts. It’s where most of your content lives, and it’s where you drive users. For many brands, it’s their strongest owned channel.

So, why would your company need a content hub? Why a content hub should be at the hearth of your global content marketing strategy? This presentation deck introduces and defines the content hubs, clarifies main points and put the content hub strategy into contest. Also, provides examples and can be reused by all content marketers who are putting together a wider global content marketing strategy for their enterprises.

Thanksgiving and Content Marketing

Thanksgiving analogy

What Thanksgiving and have in common? Why and  mention turkey slices when they explain content distribution? You will find all answers on my last post – the original has been published on NewsCred’s Insights blog.

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Thanksgiving is fast approaching, and U.S. content marketers are looking forward to spending time with their families and taking a little break from thinking about content strategies, distribution, and ROI.

But in the days leading up to the holiday, we’d all benefit from reviewing the Content Marketing Thanksgiving Turkey Analogy.

The concept is simple: Look for opportunities to repurpose content you already have exactly as you would do with turkey leftovers after Thanksgiving. This analogy originated with content marketing strategist Rebecca Lieb. When asked about tips for companies struggling to produce enough content, she replied:

“I use a Thanksgiving analogy. You cook up this giant bird to serve up on one glorious occasion and then proceed to slice and dice this thing for weeks on end. If you are like most families, you are going to be repurposing this bird as leftovers for quite some time, creating everything from sandwiches, to soups, and more. Your content marketing strategy can be thought of in the same way.”

The idea is basic but straightforward. Marketers should not obsess over creating new content continuously. Instead, they should look for opportunities to repurpose the best-performing content they already have. For instance, through creative repurposing, an eBook can yield infographics, SlideShare presentations, blog posts, listicles, and videos – which marketers can then disseminate via social media channels.

Jason Miller, LinkedIn’s EMEA Head of Content and Social Media Marketing, has expanded this concept into the – now well-known among marketers – idea of “Big Rock Content.” He says:

“The Thanksgiving concept can be taken a step further and applied to ‘Big Rock’ pieces of content. The idea is to develop an all-encompassing guide to whatever your keywords or topics are, which is written strategically instead of instructionally. This type of content is very top-of-funnel and can serve many purposes such as SEO, fuel for social and lead generation, sales enablement, and event collateral, to name a few.”

Big rock content is a substantial piece, like “The Ultimate Guide to Problem-Solving,” for example. In his book “Welcome to the Funnel,” Miller explains: “A Big Rock content asset can be 20, 30, or more pages long. It should be visually compelling, of course. It can be gated for lead capture. Then, you ‘slice’ up the Big Rock content asset into blog posts, infographics, SlideShare decks, webinars, etc.” 

You then amplify those slices through owned and paid media.

My company, NewsCred, has used the Thanksgiving turkey analogy to create big rock content. For example, a long-form blog post, “Google Analytics: The Complete Guide to Setting Up Your Content Hub to Measure Conversions” spawned a webinar, a video, a gated content collection, a newsletter, dozens of social media posts – not to mention leads, deals, and revenue influenced.

Other content marketing strategists have created their own variations on the turkey analogy. Jay Baer frequently writes about “content atomization,” which is taking a strong content marketing theme (your big rock content), and executing it in many strategically sound ways. There’s also the mixology of content marketing, in which you formulate content in different ways, depending on your goals.

They’re all good concepts to consider, especially while you’re planning your 2018 content marketing strategy.

But in the meantime, Happy Thanksgiving!

How to apply psychology to design and content marketing (and attract audience’s attention)

Introduction

As a content marketer, I have always considered design as the best friend of content. Can better design bring more conversions and content consumption? The simple answer is yes.

In the past, when working on the creation of hubs, blogs, newsletters and content destinations of known international firms, I discovered though that design principles were not as simple and straightforward as I imagined; I realized I was going beyond the boundaries of content marketing, touching a new ‘undiscovered’ domain.

Why do web visitors and content consumers behave the way they do? What can drive readers’ behavior and facilitate content consumption? I realized soon enough that the domain I was investigating was no longer content strategy: it was psychology. Even better, it was psychology applied to content and design with the objective to facilitate and attract visitors’ attention.

Other questions came soon to my mind. How can I apply psychology to content and design? Isn’t persuasion a bad word, or even a dark art? And what does it look like to design without considering users’ psychology? Continue reading “How to apply psychology to design and content marketing (and attract audience’s attention)”

Content Marketing Across Borders opens the doors to guest bloggers and writers

After years of being a lonely and grumpy blogger I decided to invite guest bloggers to write on ContentMarketingAcrossBorders. The first three authors that have kindly created custom content – or gave permissions to share existing content – for CMXB are Molly Clarke,  Maël Roth and Pam Didner.

CMXB is now open to all Global Content Marketing experts willing to share strategy and best practices with a global audience via this dedicated channel. Thank you!

What’s the Simplest Definition of Global Content Marketing?

Global Content Marketing

Original post has been published by Pam Didner. Pam is a Global Content Marketing Strategist and Author and this is her blog.

Content marketing is using content as a way to communicate the benefits of your products and services.

Although my teenage sons thought it was pretty cool that I published a book, Global Content Marketing, they only vaguely know that it’s a marketing book. They didn’t bother to find out until recently what it is really about when one of them finally asked me: “What exactly is [global] content marketing, mom?”

Rather than giving them a formal definition, I asked him what he usually does when he is interested in purchasing a product or a service.  He told me that he would search the name of the products, research on the Internet, read product reviews and talk to his friends. I told him the information comes up when he does his research is called content. “In the web industry, anything that conveys meaningful information to humans is called content.” (Erin Kissane). It’s as simple as that!

Continue reading “What’s the Simplest Definition of Global Content Marketing?”

Global Content Marketing and Localisation: 3 Business Strategy Frameworks

Global Content Marketing Strategy

Original post has been published here by Maël Roth. Maël is a Global Content Marketing Strategist and this is his blog.

Going global with content marketing sounds easy (just translate it, right?) but it actually takes a lot more preparation than you might expect. In this post, we’ll have a look at three frameworks with which you’ll be better prepared if you want to conquer a foreign market with your content. Continue reading “Global Content Marketing and Localisation: 3 Business Strategy Frameworks”

The Global Marketer’s Guide to User-Generated Content

Modern buyers are more educated and connected than ever before—making it increasingly difficult for marketers to capture their attention. As such, the traditional content marketing strategies of the past just won’t cut it anymore. So, what’s a marketer to do? Enter user-generated content.

User-generated content—or UGC—is exactly what it sounds like: content created by users. For brands, users are people who interact with your brand or products in some capacity but aren’t professionally affiliated with your company.

The difference between UGC and more traditional marketing tactics is that UGC relies on your customers to promote your brand, rather than doing it yourself.

Why Are Global Marketers Turning to User-Generated Content?

For global marketers it’s difficult to find one type of content that performs across all demographics, locations, and markets. This is largely due to the fact that each audience has a different set of buying habits, pain points, motivators, and other contributing factors.

The beauty of UGC is that it’s created by the customer for the customer. It naturally transcends the barriers that stand in the way of traditional content types—think language, cultural differences, and more.   Consider these statistics:

  • 41% of consumers only need to see between 1 and 4 pieces of UGC to be influenced to purchase (source) whereas 47% of consumers need to see 3 to 5 pieces of traditional content to even speak with a sales rep (source).
  • UGC is 35% more memorable than any other media and 50% more trusted (source).
  • UGC results in 29% higher web conversions than campaigns or websites without it (source).

Looking for more reasons to jump on the UGC bandwagon? Keep reading.

Continue reading “The Global Marketer’s Guide to User-Generated Content”

The Sexiest Job of the Century: Data Science and the Rise of “Hybrid Marketing”

It was five years ago, exactly, in October 2012, when Harvard Business Review (HBR) declared “data scientist” to be the sexiest job of the century. HBR told the stories of Jonathan Goldman and D.J. Patil from LinkedIn, and Jeff Hammerbacher from Facebook, among others. They were the ones who coined the original term “data scientist” back in 2008 while they were leading data and analytics at their respective companies. The appearance of data scientists on the business scene reflects the fact that enterprises are now dealing with information that comes in varieties and volumes never seen before – what we usually call “Big Data.”

Data scientist is the sexiest job of the century

Also in 2012, the research company Gartner suggested that there will be 4.4 million “big data jobs” in the coming years, and that only a third of them will be successfully filled. That projection should not have been surprising. Everything is moving toward data at the speed of light: big data, mobile data, performance data, content data, product data, and even data about how we measure our data.

Continue reading “The Sexiest Job of the Century: Data Science and the Rise of “Hybrid Marketing””

7 Global Marketing Best Practices in Post-Merger Integrations

7 Marketing Best Practices in post-merger integrations

There is considerable evidence that many M&As fail. Estimated failure rates goes usually from 60 to 80 per cent. Despite the increased attention on post-merger integration (PMI), dynamics of how two firms’ marketing strategies are integrated have been largely neglected. Considering that M&A activity is predicted to increase as more CEOs use M&A strategies to grow/exit their business, also marketing and communications for post-acquisitions are expected to gain proper focus and attention.

Nevertheless the lack of attention given today to marketing issues is interestingly in contrast with the findings of merger failures’ analysis, which indicate lack of proper communications, content strategy and customer retention activities among the major reasons of such failures. Customers in fact tend to stop investments and put their relationships on hold, until a clear message is delivered by the firms.

Read the full article on LinkedIn.