Content marketing

Content mapping is a powerful technique to review and select the most relevant content to support a customers’ buyer journey. It can potentially be used for stages in a campaign also. In my books I define content...

A blog can range from a personal online diary, a regular series of articles on a company site a frequently updated news articles on a publisher. It can be compiled by one person, but in larger businesses there will be...

Recommended tools and techniques to support content ideation Content ideation is a term commonly used in content marketing to define the process of identifying and selecting the most relevant topics that will engage...

A calendar to fuel content marketing should be designed to help support both shorter-term campaign plan goals and longer-term always-on marketing goals. The editorial calendar is best built around the intersection of...

What is the difference between ToFu, MoFu and BoFu content? In recent years, you hear content marketers talking a lot about ToFu, MoFu and MoFu content. I think these are useful abbreviations since they provide a way of...

In our 7 Steps guide to Content marketing we define a content hub as: “A key part of our blueprint for content or inbound marketing, this is a sharable destination for content, social, email and search marketing...

Since content marketing fuels all digital marketing activities I recommend that all businesses have a defined content strategy. The latest Content Marketing 2020 Research by the Content Marketing Institute shows that...

I see content marketing as one of the five key drivers of marketing as explained in this simple definition of digital marketing. It is the quality and type of content that is essential to the success of different...

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...

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:...

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 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 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
 

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...

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...