Brand tone-of-voice

Elements and examples of tone-of-voice guidelines Defining a common tone-of-voice for a company or brand to communicate with its audience is useful for all types of business since it affects the perception of the...

Website heatmapping

3 tools for creating website heatmaps There are really useful tools available that record the location of clicks and mouse movements using Javascript. These are great for showing the popularity of different navigation...

Landing page

A landing page is any entrance page to a website where a visitor arrives after they click on an ad or other form of link from a referring site or an offline campaign. It can be a home page but is often a page deeper...

Content distribution

Content marketing is two words right? Yet generally, I see that most time content marketing focuses on creating content, not marketing it. This begs the question, was it worth spending so much time creating content if...

10X Content

The 10X concept created by Rand Fishkin when at Moz to help businesses compete for competitive SEO keywords. To see examples, see Rand’s 119 Examples of 10X Content. His criteria are: Criteria for 10X Content:...

Content syndication

Syndication is an established content marketing technique that has been used in the news and magazine industries for years. It involves finding new outlets or placements for the original content piece or can involve...

Evergreen content

Much content that is created is a waste of time as this response to a question from Bill Slawski about ineffective SEO shows. Heavy investment in blog articles that generate little to no revenue or brand stickiness...

Content curation

Content curation involves creating new content from existing content, it is a form of content repurposing. A popular approach is to create a blog post, article or infographic from other sources. The process of curation...

Atomisation

Atomisation is a term typically used to explain content repurposing where a creative content asset like a video or a whitepaper is broken down into smaller parts. 
See Content atomisation
 

Content repurposing

Repurposing in content marketing simply refers to breaking a content asset up into smaller parts (content atomisation) and changing their format for different goals, for example: To include different parts of a report...

Content atomisation

Atomisation is a term typically used to explain content repurposing where a creative content asset like a video or a whitepaper is broken down into smaller parts.  The aim is to ‘sweat the asset’ (nice...

About Smart Insights

Dr Dave Chaffey is co-founder and Content Director of digital marketing advice site Smart Insights. We’re a publisher and learning platform that helps our 150,000 active members in over 100 countries plan, manage and optimize their digital marketing activities by applying the actionable advice in our planning templates, guides and interactive e-learning tools.

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