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3 Innovative Ways B2B Content Marketers Nailed It

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These days, content is as varied, creative, and effective as ever before…which means it’s even more challenging to stand out in the crowd. In the B2B industry, competition is fierce. There are countless ways to use engaging content to drive your business, but which methods will work best for you?

We have picked out a few particularly impressive examples in the hopes that you’ll find a method that resonates with you and your brand. Let’s take a look.

Customer is King

Obviously, your customers (past, present, and potential) are incredibly important to you. So, why not sing their praises to the world? Drift, a conversational marketing service, has elevated customer appreciation into brilliant content marketing, and everybody wins. Here’s how.

First, they feature success stories with their customers on their blog. They talk about how great the company is, and how they were able to help them achieve such amazing success. This shares social proof with potential customers who are in the consideration phase, and assures them they’re on the right track.

There are plenty of examples of customer testimonials, and the reader gets a comprehensive rundown on how the services work, but in an easy to understand, conversational way. Next, the sharing starts, and both companies link back to the other, exponentially raising the share radius and providing some tasty SEO juice in the process.

Drift’s blog is also full of informational content, and the writing is funny and quirky enough to make all of it easy to read. So, you have a great company that clearly loves its customers, happy customers who are willing to testify how great Drift is while enjoying tons of brand exposure, and potential clients who are reassured they’re onto something good. Like we said, everybody wins.

Educate and Sell

There are so many different marketing experts and industry rock stars out there, and they all have great insight and advice to share. Likewise, there are countless new entrepreneurs and startups that need some guidance. Problem is, you have to search and filter through an enormous amount of unorganized and vague posts before you happen upon some relevant industry content, and then hope that it’s well written and pertains to your pain points.

Enter First Round, a thoughtfully curated collection of digital magazines that cover a variety of industries and let the experts do the talking. You need to find and digest this content quickly and efficiently, and come away with actionable tactics you can consider and employ right away. That’s a stated goal of First Round, along with providing entertaining and engaging content that the experts themselves offer. This is a prime example of how strictly offering education and insight is both impactful and beneficial for everyone involved.

Time is Money

Here at FeedOtter, we are all about content marketing solutions, specifically, automating content digest emails so of course we need to include an example from our own experience!

Trimble had a problem. They are an international company that offers unique positioning products, innovative hardware and software , and complex informational solutions to massive companies on several continents. They had a tremendous amount of helpful content to push out to current and potential clients, and had counted on emails and newsletters to do so.

Problem was, all of this needed to be integrated and organized to be sent in a timely and efficient manner. Oh yeah, and in five different languages. Newsletters were taking all day to curate and compose, and they were trying to write unique code and design entire systems to do so. Yes, email campaigns work, but the effort spent in formatting and translating them was costing a lot of time and money.

Enter FeedOtter, a content management service that was able to provide Trimble with newsletter templates, integration with scheduled automated email services, and translation services right away. Within two years, Trimble’s website traffic from subscribers doubled, monthly conversions increased by 150%, and the creative team was able to focus more on the quality of the newsletters.

The takeaway? Hire the right experts to do what they excel at, and utilize your team to keep the quality up where it should be. If it works for a huge company like Trimble, it can work for you, too.

Do you have any examples of brands who rock at content marketing? We’d love to chat with you about it in the comments below!

 

 

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What New Research Tells Us About Content Marketing

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In the fast-paced and dynamic world of digital marketing, it’s hard to keep up with all the trends and changes. And, to get more specific, the ways successful marketers are using various forms of content to optimize their message are advancing at a fast and furious rate. To get the full benefit of any analysis of content marketing, it’s got to be current. Like, yesterday current. So, here’s a roundup of the latest research regarding how effective content marketing can be for you today.

Crunching Numbers

Nothing gives you more data to digest than a good old-fashioned research report. The Content Marketing Institute, one of the industry leaders, just released their massive 2018 research report, and there’s a lot of numbers to crunch. Let’s look at a few of the most telling numbers and what they mean for the future of content marketing.

“96% of the most successful content marketers agree that their organizations have built credibility and trust with their audience.” This speaks the very essence of why content is effective. It’s not quick or easy, but by providing educational and informative content to relevant audiences on a consistent basis, you establish yourself as a thought leader. This equals trust and confidence which can’t be bought or installed, yet trust and confidence are what every marketer dreams of getting from their audience.

“Nearly all of the most successful B2B content marketers (90%) prioritizes their audience’s informational needs over their sales/promotional message, compared to 56% of the least successful.” Following on the trust message from the first set of data, this is an important fact to keep in mind. Consumers and buyers are canny, and blatant outbound messaging that serves only to tout one’s own product is typically sniffed out and rejected. Stick with the content that helps and informs the reader.

And there is a crucial bit of data here, also: 81% of all respondents say that a well-documented content marketing strategy both “aligns team around common mission/goals” and “makes it easier to determine what types of content to develop”. This clearly shows that deliberate support from the top down can unify both your team and your strategies, and conscious documentation and analysis will always pay dividends.

What the Experts Are Saying

Next, we’ll jump into an interview done by MarTech with Randy Frisch of Uberflip, one of the world’s utmost expert on all things content marketing, and hear some of his theories on the future of the industry. There are a lot of eye-opening ideas and progressive thinking here, and we’ll highlight a few of them here:

Frisch puts emphasis on the content experience, rather than the marketing aspect, and highlights three core components of this experience.

  1. The environment in which we serve our content
  2. The structure in which we organize it
  3. The way we compel people to engage through elements like personalization

Frisch elaborates on this by reminding us that creating content is really just storytelling, and telling the right story to the right people is crucial: “Make sure the stories you tell speak to the items that people talk about when you’re not around.”  In other words, make sure the content can stand alone as an engaging and informative piece, and not necessarily as part of your brand.

He goes on to talk about how great content is discovered, emphasizing the importance of SEO-rich content and how voice-activated assistants will only give you the very top choice on any given search engine (which is an interesting topic on its own). But, as Frisch notes, “But once you’ve captured someone, then what? That’s the big question. Most of us are obsessed with the first click. But to me, true content discovery happens once you’re found.” In short, he’s saying that you have one chance to grab the reader once they get to your content, so it better be instantly engaging.

Finally, Frisch explains that the greatest future challenge is to personalize content for the target audience without invading their privacy. He explains, “After a year of marketers scrambling to become GDPR-compliant, there’s going to be an ongoing threat to our ability to personalize unless we find ways to show that we can be trusted to turn that data into a relevant experience.” He’s absolutely correct; privacy and having one’s personal data sold and exploited is a hot-button issue these days, so finding a balance between ever-evolving technology that can pinpoint the target consumer while respecting their privacy is essential.

And The Award Goes To…

We’ll wrap this up by recognizing a perennial marketing powerhouse. Marketing Dive issues awards to the top marketing movers and shakers every year, and the “Disruptor of the Year” award went to Burger King. Their quirky multi-pronged approach to connecting with elusive and savvy digital consumers is truly impressive. Through innovative apps that steer you towards the nearest Burger King (activated when you’re in close proximity to a McDonald’s), to tackling current issues like net neutrality with humorous and informative commercials, and fun interactive events like serving Whoppers with holes in them for National Donut Day, their marketing scheme utilizes the “hactervize” model and keeps their brand in conversations that are infinitely shareable. By keeping a sharp eye on sites like Reddit and Imgur, they were able to produce instantly relevant content and boost their sales far higher than the experts predicted. Staying current and nimble shows other content marketers how striking while the iron is hot is yet another way to stay ahead of the game.

What We Can Conclude

These are just a few examples of all the tasty bits of content marketing news out there. As this post shows, you can get different insights from case studies, interviews, and research reports…they all offer their own valuable lessons, so always read as many forms of marketing advice that you can find. Setting up Google Alerts for specific topics you need to stay on top of is an ideal way to get started, and discovering curated marketing websites and checking in on them often is another great way to stay updated and in-the-know. No matter how you choose to stay informed, you don’t want to miss anything important. You can bet the competition won’t.

Have you seen any good research on content marketing lately? We’d love to hear from you in the comments below!

 

 

 

 

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7 Creative Ways to Promote B2B Content

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Here’s an amazing fact: the most successful B2B marketers spend roughly 40% of their budget on content marketing. That’s a huge number, and it proves what a powerful strategy content marketing can be. Unfortunately, too many marketers simply create great content and then call the job done. Creating content is only part of the job; marketers also need stellar strategy to promote it.

Creating content around your brand is a great way to show thought leadership, generate leads, and usher leads through the sales funnel. Thing is, creating great and engaging content is only the first step. You have to find a way to share it with the world, and this post will help you do just that. Check out these 6 creative ways to promote your content, because you need to develop a stronger content marketing strategy for your brand.

Newsletters

Email is a great way to get your content in front of your target consumers, but, with so much spam being delivered every day, it’s getting harder to stand out in all the clutter. So, consider this: consumers opt-in all the time to newsletters that cover different niches that they’re interested in. Consult your buyer personas and take some time to think about which brands, topics and newsletters your target consumers would trust.

Once you’ve narrowed down the type of newsletters that your target consumer would be likely to opt-in to, find out how you can work with these publications. Usually, you can find a media or advertising contact in the footer of the website. Reach out to these contacts and specify how you want to work with them.

Since we’re specifying how to work with your target newsletters, we recommend leading with a strong piece of informative content, as opposed to a self-promotional ad about your brand. An eBook, white paper or other “downloadable” piece of content is best so that you can generate leads and capture email addresses.

Use Images

A report by BuzzSumo reported that content that features an image every 75-100 words gets double the shares than content without images. This shows that your content should be visually driven if your readers are going to consider it worthy of sharing on their own social media channels.

Sure, stock photos work. But, simple graphics like charts or quotes add a whole other layer to your blog and social media posts. We like Canva and Snappa because they’re really easy to use.

Make it “Sharable”

Images aren’t the only way to make content easily sharable. When people share content on their social channels, they look at it as sharing a post that they personally stand behind. Readers are usually going to look for something unique about your post, and they want to be the first ones to report it to their friends. Sharing a post is personal and people like to take credit for sharing good content. Does your brand’s content make readers feel like they are sharing something new?

We’re all very busy. Readers share content when it’s easy for them to do it quickly. Be sure to have social share buttons on the sidebar and end of your content—there are plenty of plugins for this. Additionally, when you’re loading up your new piece of content, make sure that social share buttons send out a catchy message with the link to your content. Readers often click the social share buttons and don’t personalize the social message.

Another way to make your content sharable is to use Click to Tweet. This allows you to pull out the perfect quote or line in your content that readers can click and share straight from the post. It’s easy for you to insert into your content and even easier for your readers to share your post. Check out how we used it here.

Give a Webinar

70% of internet users want to learn about products through content versus traditional advertisements. You can use this information when planning how to promote your content. Being a thought leader and giving webinars that align with the content you want to promote are both great ways to engage with your target consumers, while also promoting your latest eBook or white paper. Give consumers what they want and spend your budget on promoting content as opposed to self-promotional ads.

Capitalize on Social Media

It’s a given that you should share your content on social media, but with so many brands using multiple social media platforms, you need to get creative. Some ways to do that are:

  • Tap into relevant hashtags
  • Use images
  • Pull out quotes or statistics from your content
  • A/B test different messages

Make sure that you are focusing on the relevant platforms that will reach your desired target audiences. Twitter, Facebook, Instagram and LinkedIn all have particular features and certain demographic trends and users, so do your research before you invest in social media promotion.

Utilize Influencers

Connecting with thought leaders in your space not only creates more dynamic content, it also means that those influencers will likely share the content that you quote them in.

Plan a brainstorming session and think of at least 10 influencers in your space that your target consumer trusts. Reach out to these influencers and make it easy for them to weigh in by asking them for just a quote or by having a list of questions they can answer. Use these quotes and answers in a blog post or eBook.

Influencers by nature have a large and loyal following. If you use their words in their content, they’ll share on their own social and email channels. We like to pre-write social media posts for influencers so they can simply copy and paste on their social channels. We also ask them if they have any newsletters that they can contribute content for, and offer to write a paragraph that they can use in their email to promote the content.

Grow an Email List

Having an internal email list is crucial to generating leads and communicating your content with potential consumers.

One effective way to grow this list is by producing downloadable content where the reader has to enter their email address. You also should have a “subscribe” button on your website and blog.

We recommend that your brand taps into this list once a week and send out a weekly email that promotes your latest content. In your weekly email, you should position your brand as a thought leader and also link to the latest research reports and strategies from like minded brands. You want this email to entertain and inform your target consumers and not be overly self-promotional.

Do you have any tips when it comes to promoting B2B content? We would love to hear from you in the comments!

 

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How to Improve Productivity in Marketing: 15 Experts Share Their Trade Secrets

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Welcome to the world of instant gratification.

Today’s on-demand economy has brands bending over backwards to deliver products, support, and services to consumers at lightning speeds. As consumers, this world is fun to play in — we get what we want, when we want it. As marketers, however, keeping up with consumers in real-time and adapting on the fly is nigh impossible. Or, at least it feels like it.

So, what’s a marketer to do? How can you keep up with your audience to deliver the right message at the right time to the right people?

To deliver on consumer needs and meet today’s increasingly high consumer expectations, you need to work smarter, not harder. And marketing automation tools, which offer huge productivity gains, can certainly help. Below, 15 marketing experts share their secrets for maximizing their marketing strategies and technology stack without working 24/7 so you can do the same.

Jill Rowley

Member Board of Directors | Affinio

Jill Rowley Headshot

As the former Chief Growth Officer for marketing automation powerhouse, Marketo, Jill has plenty of insight into how marketers can maximize the effectiveness of their campaigns and streamline operations. Today, she serves on the board of directors for marketing intelligence platform, Affinio, to help companies better understand today’s consumers.

What’s Jill’s productivity secret? Collaboration.

“We just need to work together. Nothing, no acronym or fad, will work in a silo.

“Instead of just randomly serving the world, you need to be very strategic about serving a certain set of accounts. ‘You’ means sales and marketing and even customer success. Yes, and also your executive team.”

Read more from Jill with her article: Drunk on Inbound, and the Hangover Is Severe

Follow Jill on LinkedIn and Twitter.

Jenn DiMaria

Senior Director of Client Services | Digital Pi

Jenn Dimaria HeadshotJenn DiMaria is an expert in all things marketing automation, the productivity tool of choice for many marketers. But even marketing automation takes a lot of work to set up. Jenn’s expertise helps marketers set their automation tools up for success, increasing productivity in the long-run.

What’s Jenn’s productivity secret? Always set an objective first.

“Figure out what you want to report on before setting up your programs. Planning ahead adds extra time to the front of your campaign process, but it’s well worth it when your CEO comes to you at the end of a quarter asking for a report on ‘how marketing is doing’ and you can actually present him/her with data.”

Read more from Jenn with her article: It’s Not You, It’s Me: 3 Self-Inflicted Problems That Get Blamed On Marketo (and How to Fix Them)

Follow Jenn on LinkedIn and Twitter.

Joe Reitz

Marketing Automation Trainer | Amazon Web Services

Joe Reitz headshotWorking for Amazon Web Services, one of the world’s leading cloud computing platforms, Joe has the task of training AWS’s staff on how to get the most out of their marketing automation tools. In his pastime, Joe has several video tutorials that provide expert advice for other marketing automation users.

What’s Joe’s productivity secret? Automated list management.

“In Marketing Automation, you need to be able to manage your deliverability rates for your marketing emails. Luckily, you can set up an operational program in Marketo that manages bounces, and will mark them as invalid/suspended records in your instance so you don’t keep sending emails to the twisting nether.”

Hear more of Joe’s advice with his video: Building a “Bounce House” Program

Follow Joe on LinkedIn and Twitter.

Caitlin Culbert

Marketo Practice Director | The Pedowitz Group

caitlin culbert headshotCaitlin Culbert is a Marketo expert, instructor, and consultant. In addition to practical marketing automation tips and tricks, Caitlin offers strategies that help get the greatest return from their marketing automation investment. After all, productivity isn’t just about getting more work done in less time. It’s also about producing greater results in less time.

What’s Caitlin’s productivity secret? Get the right integrations.

“Quality marketing automation takes work, and it’s well worth your effort in the end. It’s easy to assume marketing automation is ‘easy’ since you can auto-schedule your content for the future, but quality automation isn’t finished once you send it. You don’t have the ability to sit back and relax because marketing automation is only a small piece of a much larger strategy. How you use your MA software is dependent on the holistic integrations of your multi-channel customer experience.”

Read more from Caitlin with her article: 9 Myths About Marketing Automation

Follow Caitlin on LinkedIn and Twitter.

Jenna Molby

Marketing Operations | ACL

Jenna Molby HeadshotHere at FeedOtter, we’re big fans of Jenna Molby. And not just because she has nice things to say about us. Her website is a goldmine of marketing automation and productivity hacks with over 100 helpful blog posts. If that alone doesn’t qualify her as a marketing productivity expert, she’s also lived and breathed both B2B and B2C marketing for over a decade.

What’s Jenna’s productivity secret? Automate RSS emails.

“FeedOtter takes out the manual work of creating blog digests and RSS emails. Simply tell FeedOtter when to send your RSS email, schedule a daily, weekly, or monthly digest or send blog posts and content to subscribers as they are published in real-time. They even have a library of responsive, visually appealing templates to make your RSS email look great or you can choose to upload you own.”

Read more from Jenna with her article: 12 Tools That Every Pardot User Should Know About

Follow Jenna on LinkedIn and Twitter.

Josh Hill

Senior Manager of Marketing Automation | RingCentral

Josh Hill HeadshotJosh Hill of RingCentral is a marketing operations and technology leader. To date, he’s helped create and refine the martech stacks for some of the most renowned B2C and B2B brands. His expertise on marketing technology gives him unique insight into how technology can aid productivity — but only when done right.

What’s Josh’s productivity secret? Assess and optimize your martech stack.

“A successful martech stack allows you to automate marketing and sales business processes in a way that you can efficiently report on the funnel and make future decisions on budget allocation. To evaluate if your stack needs help, you need to ask the right questions, add/remove the right tools, and involve the right teams.”

Read more from Josh with his article: Martech Stack Assessment Tips

Follow Josh on LinkedIn and Twitter.

Meagan French

Founder | Lotus Growth

Meagan French HeadshotAs the Founder and Chief Analyst of her own consulting firm, Lotus Growth, Meagan is an expert in helping companies reach their target accounts through demand generation and account-based marketing campaigns. How does this help with productivity? Meagan’s advice can help you get more out of your demand gen efforts with less work.

What’s Meagan’s productivity secret? Prioritize tactics with attribution.

“Marketers that use marketing technology and attribution see a 2.8x ROI. Marketing attribution allows you to see what’s working and what’s not.”

Read more from Meagan with her presentation: Growth Marketing: Secrets for Fueling Bottom-Line Revenue

Follow Meagan on LinkedIn and Twitter.

Steve Susina

Director of Marketing | RevenueWell

Steve Susina HeadshotWith an engineer mind, Steve’s marketing is heavily influenced by data and analytics. Adopting a similar, systematic approach to your marketing operations can help you produce more within the same time constraints and tools. He’s also a marketing automation and demand generation expert.

What’s Steve’s productivity secret? Strategy sets you up for success.

“Before getting started with marketing automation, it is important to have a great content strategy already in place. Automation will help you deliver content faster and more efficiently to the right people. That’s awesome if you have great content. If your content sucks, marketing automation will also expose it to more people, more quickly.”

Read more from Steve with his eBook: 18 Content Marketing Innovator Tips

Follow Steve on LinkedIn and Twitter.

Jon Miller

CEO and Co-founder | Engagio

Jon Miller HeadshotEngagio is a must-have tool for any marketer hoping to execute an account-based marketing strategy. As the CEO and Co-founder of Engagio, Jon has can’t-miss advice on how to increase your ABM effectiveness through new technologies and strategies. He also helped create marketing automation giant, Marketo.

What’s Jon’s productivity secret? Maximize your return with a targeted account-based marketing strategy.

“Just like mapping out your road trip, your journey to a successful account-based strategy depends on your ability to map out your list of target accounts correctly. After all, the whole point of account-based marketing is to focus your efforts on high-value accounts that have the greatest revenue potential. Get this right, and you’ll maximize your return. Get it wrong, and you’ll either miss major opportunities, waste resources on the wrong account, or both.”

Read more from Jon with his article: How to Select Accounts for Account-Based Everything Success

Follow Jon on LinkedIn and Twitter.

Ian Cleary

CEO | RazorSocial

Ian Cleary HeadshotIan Cleary has been routinely listed as one of the top digital marketers by the likes of Onalytica, Inc., Entrepreneur.com, and others. He’s a master at helping his clients drive more traffic and sales through effective inbound and outbound marketing strategies.

What’s Ian’s productivity secret? Take advantage of Facebook custom audiences.

“Find a tool that supports automatic creation of Facebook custom audiences that you can target. Imagine if you could automatically create an audience of people who visited your checkout page but didn’t buy so you can target them with the right advertisements.”

Read more from Ian with his article: 101 Marketing Tools and Tips

Follow Ian on LinkedIn and Twitter.

Chad Pollitt

VP of Marketing | inPowered

Chad PollittChad Pollitt may be VP of Marketing at inPowered, but his impact goes far beyond any one company. In fact, he’s also an Adjunct Professor at not one, but two world-class universities. He’s also authored three marketing-related books and is a regular contributor to top industry media outlets like the Huffington Post, the Guardian, and Social Media Today.

What’s Chad’s productivity secret? Artificial intelligence.

“Marketers can breakthrough the glutton of noise online by using the latest AI technology to scale amplification across all of the appropriate native and social channels.”

Read more from Chad with his article: Why Content Amplification is Critical for Brands Today and Tomorrow

Follow Chad on LinkedIn and Twitter.

Ned James

Senior Product Marketing Manager | FIS

Ned James HeadshotNed James is a product marketing professional with over a decade of experience in devising strategies that maximize results with effective tactics. Speaking from experience, Ned can help you get the most out of your programs while working within the same scope.

What’s Ned’s productivity secret? Model your current customers.

“Generating quality leads isn’t easy. It’s hard. Yet, there are proven lead gen methodologies that work better than others and are worthy of your time. One of these is modeling your best customers. The premise behind this lead gen strategy is simple; your best leads will look like your best customers. Put another way, those most likely to buy your product in the future look like those who currently buy your product in the present. And the way to identify those leads is to model your current customers.”

Read more from Ned with his article: How To Model Your Best Customers For Lead Generation

Follow Ned on LinkedIn and Twitter.

Oli Gardner

Co-founder | Unbounce

Oli GardnerOli Gardner knows landing pages — the last-stop before converting for many customers. As the Co-founder of Unbounce, a landing page builder, Oli has the knowledge and expertise that can help you create conversion-optimized campaigns that drive more leads and more sales — boosting results without extra effort.

What’s Oli’s productivity secret? Use persuasive design.

“In a perfect world, conversions would flow like fresh spring water. But in real life, you need to guide your visitors toward a single call to action with a combination of persuasive design and psychological triggers. Using the principles of Conversion-Centered Design (CCD), you can create create — and optimize for — delightful, high-converting marketing campaigns.”

Learn more with Oli’s interactive guide: The 7 Principles of Conversion-Centered Design

Follow Oli on LinkedIn and Twitter.

Stewart Rogers

Analyst-at-Large | VentureBeat

Stewart RogersAs the Analyst-at-Large for VentureBeat, Stewart Rogers spends much of his time researching, mastering, and writing about disruptive marketing technologies like AI, blockchain, and more. In addition to knowing which technologies can help make an impact on marketing productivity and results, Stewart is also expert in analytics, email marketing, lead generation, social media management, and more.

What’s Stewart’s productivity secret? Nurture your leads.

“Lead nurturing is a powerful tool that is relevant and necessary for every type of contact made via your lead generation efforts. If you send the right type of information to the right segments of contacts – regularly, consistently and with brand continuity – lead nurturing can be the difference between making your targets and falling well short of the mark.”

Read more from Stewart with his article: B2B Lead Nurturing Tactics and Best Practices

Follow Stewart on LinkedIn and Twitter.

Chad White

Research Director | Litmus.com

Chad White HeadshotEmail marketing is Chad White’s forte. He’s authored the book “Email Marketing Rules” and written more than 3,000 blog posts and articles covering the latest email marketing trends and best practices. As a result, Chad has become one of the leading email marketing experts who can help you generate greater ROI from all of your email marketing campaigns.

What’s Chad’s productivity secret? Don’t become a campaign workhorse.

“Email marketers send a lot of campaigns. It can seem like that’s the job of an email marketer: to send campaigns and maximize their value. However, looking at it this way can cause us to send campaigns that decrease response in the future and to avoid sending campaigns that increase response in the future.”

Read more from Chad with his article: Don’t Use The Wrong Metrics To Measure Success

Follow Chad on LinkedIn and Twitter.

Do More With Less

Productivity isn’t about producing more campaigns in less time. Productivity is about generating greater results using the same amount of time, effort, and resources. From leveraging the right tools to carefully thinking over your approach, the 15 productivity secrets about can help you maximize your marketing and keep up with your audience in today’s rapidly changing landscape.

And last, but not least, we have a tool that can completely automate your RSS emails from your marketing automation platform and help you create curated content newsletters and blog digests. To learn how this tool can help save you massive amounts of time, schedule your demo of FeedOtter today.

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How to Create a Killer Company Newsletter

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The dreaded newsletter — It’s something that every company strives to send but also wonders if it’s worthwhile.

Most of the time your newsletter list consists of current customers or maybe even leads that weren’t ready to buy. A company newsletter is a great way to maintain brand awareness with your customers. Newsletters can also be a great asset to stay in front of those leads who are not ready to convert. It’s a subtle way to stay top-of-mind while keeping your company brand relevant. When putting together a newsletter, there are two major items to consider. 1) The design and 2) the content.

01. THE DESIGN

The biggest mistake companies can make with their newsletters is the design. While graphics and pops of color can look appealing, they should definitely be kept to a minimum. Here’s why:

  • Too many images increase the likelihood of your email ending up in spam/junk
  • Excessive code in emails can break how they render in different email inboxes
  • Heavy design elements like color, graphics, and custom fonts may not display properly on mobile

Newsletter templates should have a simple yet aesthetic design. It should easily allow readers to move their eyes throughout the content. One great way to accomplish this is by using different content sections or blocks, which can also help organize your newsletter.

                    newsletter1

These email templates are provided by BEE Free and are available for free on their website. Read our blog The Top 3 Free Email Builders to learn how to import this newsletter template into your email marketing platform.

02. THE CONTENT

The type of content within your newsletter will depend on your audience and company brand/voice. If your company voice can be fun and playful, a newsletter is a perfect place to portray it. For example, if your company is a financial institution and your newsletter audience includes clients, it may not be the greatest idea to use a playful voice. Your audience is expecting professionalism and valuable resources in your newsletter.

Contingent on your audience, the following types of content are great for peaking interest and may be a great fit for your newsletter:

Promotions

Promotional offers are one of the most common types of content in newsletters. Offering discounts or special promos can help encourage repeat business but can also help bring in new sales. Social sharing buttons or referral programs make it easy for your readers to share with fellow friends while helping you capture new business.

Resources

Resources like blogs, case studies, and ebooks are just a few examples of the valuable content you can offer your audience in newsletters. For B2B industries, it’s likely that customers will be interested in the material they can relate to their own business efforts. For example, a case study on how another company has overcome the struggle of increasing lead conversion may be valuable for others in the same position. By offering these types of resources you are encouraging your customers to build their knowledge base and in turn, customers will associate value with your company.

Spotlights

Whether you’re adding a new team member or introducing a new client, spotlights are unique content pieces to share with your audience. Employee spotlights could consist of industry related tips, fun facts, reviews, and more. Showcasing a new client may involve a brief introduction but also what your company will be doing to help them. If industry appropriate, spotlights are a great place to get fun with your company personality.

Industry/Company Updates

Reviewing the latest and greatest news in your companies industry is extremely important. By sharing industry updates you’re not only educating them, but you’re also showing your readers you keep up with industry trends and you’re ready to compete. It proves your business is continuously learning and making strides to remain relevant. Updates may also include software or application announcements, especially if your business works with the applications or are widely popular within the industry.

Events

Events are a timeless resource that can hold huge value with customers. Types of events can vary and may include: webinars, networking, fundraising, educational workshops, tradeshows, and more. Newsletters can be a great space to announce these types of events as the email list typically includes the mass majority of your database. Many times hosting or attending an event can also help capture new leads.

If you’re already a pro at email newsletters, check out 8 Valuable Content Marketing Tools You Can’t Live Without.

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How to Create an Effective Editorial Calendar and Grow Your Business

An effective editorial calendar can get your business on the right track fast. It will help you stay organized, come up with new ideas, reveal gaps in your publishing schedule, and ensure everyone on your team is doing what they’re supposed to.

But more than that, a well thought out editorial calendar has the ability to help you drive more traffic to your site, encourage more people to subscribe to your email list, and boost sales so you generate more revenue than ever before.

If you currently have an editorial calendar (or are looking to create one very soon) and want to learn some surefire ways to maintain it so it works for you and not against you, check out these 4 tips for creating an effective editorial calendar.

1. Choose a Good Platform

In the past, we’ve discussed the importance of having a reliable editorial calendar solution. Luckily, if you use WordPress as your content management system (CMS), there are plenty of WordPress editorial calendar plugins on the market that have the features you need to run a successful content marketing strategy.

A good editorial calendar solution will have some (or all) of the following features:

  • Visual display of your posting schedule (daily, weekly, and monthly)
  • Drag & drop interface for easy rearrangement
  • Quickedit functionality for changing titles, content, and schedules
  • Editorial comments for communicating with your team
  • Social media posting ability
  • Analytics to measure success
  • Built-in email marketing
  • Integration with third-party tools

Some of the best editorial calendars on the market today include CoSchedule and Edit Flow.

Editorial Calendar Example

Every website will require a different type of editorial calendar. Some may need to be accessible within the WordPress dashboards as seen above with Editorial Calendar; others may prefer a third-party website. Take the time to see what you and your team need to streamline the content creation process as much as possible.

2. Have a Plan

The only way your editorial calendar is going to help you become more successful is if you have a plan in mind before your start randomly scheduling posts to go live.

Here are some good questions to ask yourself as you set out to create your editorial calendar:

  • What are your overall goals?
  • Who is your target audience and what are their pain points?
  • What type of content do you want to publish on your site?
  • How often can you consistently publish content?
  • What is your content marketing budget?
  • Will you have a team? What are their assigned roles?
  • How will you measure the success of your content marketing strategy?

Answering these questions before you start filling in your editorial calendar will give you (and your team) some direction.

3. Audit Existing Content

Sometimes coming up with fresh new ideas on a regular basis can be tough, especially if you want to publish content on your website many times a week.

That’s where auditing existing content comes in handy.

  • Fill in the Gaps. Going through content that has already been published on your website will help you see the categories that are lacking content so you can draft new content based on those topics. You’ll also find areas that can be expanded on that will be perfect for standalone blog posts.
  • Update Old Content. Old blog posts are perfect for filling in content gaps on your calendar. Interfaces, images, products, and ideas all change over time. By rewriting content that is old and outdated, you keep site visitors up to date and give your site some new content.
  • Repurpose Posts. Another way you can use old content is to repurpose it to seem like new. Maybe a popular blog post can be turned into an exciting infographic. Perhaps readers will appreciate a long blog post that’s broken into actionable steps. Or maybe you can take an existing post and branch off it, taking a small idea from it and turning it into its own standalone blog post.

Getting creative with your content is one of the best ways to fill your editorial calendar.

Full Calendar Example

By having your calendar filled out at all times, like the one in Nelio Content seen above, you can see what type of content you need and when it should publish on your site so site visitors are always given high quality and engaging content that makes them want to stick around.

4. Include it All

Editorial calendars are not just for blog posts. In fact, scheduling everything in your content marketing plan will make it easier to stay organized, fill in the gaps, and see what opportunities you’re missing out on.

Try scheduling blog posts, email campaigns, social media posts, infographics, webinars, and even video content into your editorial calendar. This will give you a bird’s eye view of what’s going on at all times.

If you have a team, scheduling in your entire content marketing plan will give everyone the ability to see what they’re responsible for individually and the status of all projects.

And don’t forget to take advantage of your editorial calendar’s built-in features. For example, add editorial metadata such as content topic, title, publish dates, like the WordPress plugin Edit Flow lets you do.

Editorial Metadata Example

If you want something that mimics the popular Trello content management system, check out Kanban Boards for WordPress. With it, you can set up your editorial calendar in stages so everyone knows what stage each piece of content is on, making tracking of the content creation process easy to do.

Content Creation Status Example

If you do use Trello, and want to include the data in Trello in your WordPress dashboard, be sure to check out the relatively new WordPress plugin WP Trello.

Final Thoughts

In the end, there’s a lot that goes into a content marketing plan that goes beyond just scheduling your site’s posts. However, having a reliable editorial calendar, and knowing what to do with it, can make a world of difference.

If you create an effective editorial calendar, and set up it up to include your entire content creation process, you can publish consistent content that will drive traffic, engage your audience, expose your brand to a broader audience, and even increase sales.

Adding to that, if you’re looking for a way to complement your editorial calendar, and automate your email campaigns, try adding FeedOtter into your content marketing strategy. With a quick setup process, integration with Marketo or Pardot, and the ability to email your blog content to anyone at any time, FeedOtter helps you generate more leads and land more conversions so your business can grow.

 

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Plan, Create, & Share Content with these Top Tools

One thing content marketers care the most about is creating new fresh content that helps attract more traffic. We know that great content can be beneficial in a number of ways. Some include increasing your company’s online visibility, providing value to your prospective customers, and maintaining brand awareness. Whether you’re a newbie just getting started with content marketing or well-seasoned, the objectives of putting a content piece together are the same: Plan, Create, and Share.

Here are some of the top tools that help plan, create, and share your content:

Plan

When planning your content, there are typically 2 phases; Discovery and Organizing. Discovery might look something like exploring trending hashtags or keywords. One tool I like to use is Google Trends, which allows you to enter a keyword and Google will report the frequency of it being searched as well as any related key terms or phrases. The best part is, this tool is FREE!

By looking at the “related queries” content marketers are able to pinpoint exactly what their audience needs to hear from them. For example, I can see from Google Trends that there is a large interest peak regarding what content marketing is. This shows me that a large portion of my audience may still have some reservations about what content marketing entails.

google trends

Now, when it comes to organizing I am extremely biased. This is because I am obsessed with Quip. If you haven’t heard of Quip yet, they are a Salesforce product that allows users to collaborate real-time on shared documents, spreadsheets, project plans and more. They have a fair pricing structure for businesses, but if you are a one [wo]man show then Quip is absolutely free!

quip

The interface is extremely user-friendly and allows you to stay organized with the ability to create sub-folders and, my favorite, color code them! Natively through Quip, you can utilize a number of other tools like the process bar, project tracker, kanban board, and calendar as another way to keep organized. You can also drop comments anywhere within the document to spark a conversation or note a reminder. These examples just hit the tip of the iceberg when it comes to the different possibilities with Quip. Ultimately, Quip is a great tool that can help you integrate with other platforms and collaborate with colleagues or clients.

As a content marketer, we’re sometimes creating content, like social posts or blogs, that contain other related sources such as photos. Instead of saving the photos to my desktop, I outline my content then copy and paste my photos where they belong. Quip documents can also be shared with anyone, where others can solicit feedback in real-time via the internal chat function. Another awesome feature of Quip is the ability to great-looking documents using the native tools. Personally, I’ve used them to create client project plans, content calendars, and more. One of my favorite aspects about Quip is that it cuts down the number of emails to my inbox with the real-time notifications. I have no doubt this will become your favorite tool within Quip because who doesn’t want to cut out the number of work emails they receive!

quip folders

 

quip document

 

Create

When it comes to what type of content you should be creating, it’s best practice to put yourself in the reader’s shoes and determine the best way the content can be easily interpreted. Whether it’s writing blogs, creating infographics, or ebooks Canva has a variety of templates to help bring your content to the finish line. Canva is an online graphic design tool that offers easy editing with a drag and drop feature. While they do have paid versions of Canva, including enterprise levels, I have found the free version works just fine. The only feature I feel I am missing out on is the ability to create different folders for my content.

canva home

Canva allows you to choose from 50,000+ layout templates for different types of content and search thousands of icons. While many of these icons are free, users can decide to upgrade to other icons or images. There’s also the ability to drag and drop shapes, lines, and charts. Lastly, you can upload computer photos, which can then be edited by the built-in photo editor. Canva is another one of my favorite tools I’m biased about because it’s so easy! With a breeze, you can create ebooks, infographics, social graphics and much more. To top it all off, these graphics can easily be saved by selecting the download button in the upper right corner, where users are given the option to export as a PDF, JPEG, or PNG. Thankfully there is no fussing over the exported file type.

canva templates

canva layouts

canva builder

 

Share

At this point, you’ve come up with a great plan for your content. You’ve organized what you need to get done and taken the right steps on how to get that content created. Now, you’re ready to share and optimize your content.

With the existence of several types of marketing mediums, it’s important to pinpoint which one will best connect with your audience. There are a couple of different routes to take here. Whether it be through social media, blogging, or email marketing, there are a number of tools that can help with scheduling and overall distribution.

For social media management, my favorite tool is Sendible. Of course, the platform has the ability to schedule posts, including Instagram, but it also lets you engage with your audience right from the platform feed. This is extremely beneficial as it cuts down the time of jumping from platform to platform in order to connect with customers. You can also monitor keywords to stay in-front of trending topics and most importantly users can customize their reports and dashboards to measure what’s working.

sendible

As a content marketer, you know blogging can be a tremendous resource for your company. These blogs can also act as a great resource for email marketing, whether you’re blasting your monthly subscribers or using them as valuable content for new leads. There’s a great tool called FeedOtter that allows users to easily build email templates that pull in blog posts from your website. FeedOtter seamlessly integrates with Pardot and Marketo to immediately send or schedule emails of your new posts. The platform offers out-of-box newsletter templates or you can create your own style. The beauty of FeedOtter is all the email sending and management is being done through your marketing automation platform. Therefore, unsubscribes and bounces are still effectively being managed in one area.

feedotter

Optimize your content

One significant step when sharing your content is ensuring it has been optimized. The easiest way to enhance your blog post is to assign keywords, tags, and develop the SEO. When using WordPress, one of my favorite SEO plugins is Yoast SEO. It’s by far the most self-explanatory and user-friendly tool to use for SEO optimization. Once the WordPress Plugin is downloaded, a section of every page will be dedicated to Yoast SEO where you can not only develop SEO on blog posts, but also individual pages. The Yoast section will score the SEO on the page on a number of characteristics including title, keywords, meta description, readability, and more. Most beneficial, the Yoast SEO plugin will tell users exactly what they need to work on to get good SEO.

yoast seo

 

Learn more content marketing tools you can’t live without.

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8 Valuable Content Marketing Tools You Can’t Live Without

When it comes to content marketing, the goal is always to create newer and better content to attract, convert, and retain more site visitors. Not to mention, everyone wants to drive more traffic, generate more leads, and make more sales.

But you can’t just create content and hope that people come. In fact, you need to make sure what your publishing on your website has value for your readers and is relevant to what they’re looking for. Otherwise you’ll never become successful.

Now, you might feel that you’re part of the 42% of people that think they’re good at content marketing. But you should know there’s always room for improvement.

And if you’re not part of the 88% of people that use content marketing as part of their overall marketing strategy, it’s time you get started.

With that said, no matter which category you fall into, we’re here to share with you some of the very best content marketing tools to add to your arsenal so that you make the most of your time and effort.

1. Hemingway Editor

Hemingway Editor

The Hemingway Editor is a free online tool designed to proofread your content before you publish it. It can be accessed online or you can download the desktop app.

When you cut and paste your content into the editor, it will highlight things such as:

  • Lengthy, complex sentences that can be shortened
  • Phrases that can be simplified
  • Any instances of the passive voice
  • Adverbs and other phrases that can weaken your text

With the Hemingway Editor you make sure to deliver the strongest, most well-written piece of content possible, and that all of your site visitors will understand it.

2. Trello

Trello

Trello makes collaborating with your team effortless by letting you organize your content marketing strategy like a Kanban board. See your workflow in a visual way using boards, lists, and individual cards. Assign tasks to your team members, leave comments and attach files, and make sure only the people you want on each board has access.

Trello Boards

This free content marketing tool syncs across all devices, has an easy to use interface and layout, and makes sure all your content gaps are filled in immediately so you consistently publish high-quality content for your site visitors.

3. SEO SiteCheckup

SEO SiteCheckup

You should know by now that SEO is crucial to your success. After all, it doesn’t matter how great your content is if no one comes to see what you have to offer. That’s why focusing on SEO optimization so your content shows up in relevant search results is so important.

SEO SiteCheckup is a simple SEO tool that shows you how optimized your website is. Simply enter your site’s URL and let the tool analyze your site.

SEO SiteCheckup Score

After the analysis, you’ll receive an overall score that ranges between 0-100. The higher the score the more optimized your site is. If you scroll down, you’ll also see a set of common SEO issues that relate to your site and how to fix them to improve your site’s search rankings. Keep in mind, in order to use this tool free of charge, you can only analyze one site a day.

4. CoSchedule

CoSchedule

CoSchedule is one of the most well-known, and popular, content marketing calendars on the market today. It lets you create an editorial calendar that you and your team can work together on. Not to mention, it comes with features like automated social sharing of your blog’s content, a way to manage your email marketing campaigns, and detailed analytics so you can make data-driven decisions to grow your business.

In addition, CoSchedule offers a very helpful free tool, called the Headline Analyzer, which helps you create powerful headlines for your content, lead magnets, email campaigns, and more.

CoSchedule Headline Analyzer

After your headline is analyzed, you’ll receive:

  • A headline score
  • The balance of words, taking into consideration overall structure, grammar, and readability
  • A length analysis including characters and words
  • The main keywords being used
  • The type of sentiment your headline conveys

Lastly, a Google search result snippet and email subject line preview will display so you can see exactly what your site visitors and subscribers will see if you choose to use that headline.

5. Social Media Share Buttons

Social Media Share Buttons

If you want your content to reach a broader audience, there’s no better way than to encourage site visitors to share their favorite content on their own social media profiles for friends and family to see. Add popular social icons to your site such as Twitter, LinkedIn, Google+, Pinterest, Instagram, and Facebook. And rest assured, there are over 200 other social media platforms available.

6. Google Analytics

Google Analytics

To learn where your site visitors come from, and what they do once they’re on your website, it’s a good idea to sign up for a free Google Analytics account. With it, you can see how well your marketing campaigns are doing, what devices site visitors are visiting from, and whether you landing pages are converting.

Not to mention, you can view metrics like the number of pageviews and sessions, the average session duration, and even your site’s bounce rate to make sure your content is working for you, not against you.

7. HubSpot’s Blog Ideas Generator

HubSpot's Blog Ideas GeneratorPreview (opens in a new window)

If you’re having trouble thinking up of content ideas for your site’s blog, check out HubSpot’s idea generator. Simply add a few nouns to the form field and click “Give Me Blog Ideas!”

You’ll immediately be given 5 exceptional blog headlines that you can use outright or use for inspiration.

Blog Ideas

Keep your content fresh and relevant using this free tool and watch your following grow.

8. Ahrefs

Ahrefs

Ahrefs gives you a chance to dig into your content marketing strategy and view data such as the number of backlinks, where your backlinks are coming from, popular keywords, and even mentions of your brand across the web.

Ahrefs Dashboard

You can also track your competition to see what’s working for them and make sure you do the same to draw some of their site visitors your way. Check out what keywords they’re ranking for in organic search results, how much traffic their site is seeing, and even get ideas for your own content so you can keep up with the competition and even move ahead.

Final Thoughts

And there you have it! Some of the best content marketing tools available on the market today.

Of course, this list is in no way exhaustive. But it does give you a definitive head start, especially if you’re just starting out with your content marketing efforts.

Each of this tools will play a vital role in your content market strategy and help drive more traffic to your site, increase engagement, and boost conversions and sales. So, take your pick and start growing your business now.

And don’t forget, if you’re looking for an email content marketing software that can automate RSS-based emails and help you create stunning newsletters for subscribers, check out how FeedOtter can help.

Featured Image Creadit

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The Top 3 Free Email Builders

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As a content marketer, one of your most valued duties includes creating content and sharing it. However, using different marketing software may present as your biggest challenge. Picture this, you’re up against a tight deadline to launch an e-newsletter containing this month’s featured content, but you’ve run into a snag because your email template just doesn’t translate the way you imaged or worse isn’t rendering correctly.

If you’ve ever found yourself in this scenario, this blog is for you! By the end of this piece, you will know how to use the top free email builders and how to import your new design to use in Pardot.

 

BEE Free

BEE Free is one of the easiest email builders to use. You can drag and drop content onto email templates, including buttons, text blocks, images, and more.  With BEE Free, marketers can design sleek and modern emails with ease. This site also offers a way to export HTML to transfer into email marketing platforms.

To begin building your email template, head over to the BEE Free homepage and “Start Designing”. The site will prompt you to start your own design from scratch or select a template where you can filter through an abundance of free templates, usage types, and different industries.

 

Once you’ve selected a template you’re now ready to customize it! The drag and drop email builder gives you a seamless user experience. Once you’ve got the look you desired you want to “Save” the email template. However, if you’re using the free version, BEE Free will ask if you’d like to sign up for a paid plan or if you’d just like to download your template – you want to choose to download it.

 

After selecting to download the email, a zip file should load where you will find an image (holds all the images to the email template) and .html file. You’ll want to open this file and right-click to reveal the drop-down for “View Page Source”. This will allow you to view the code of the whole page. This is the code we’ll later copy and paste into Pardot.

 

In the Pardot email builder, you’ll want to paste the code from the page source into the HTML tab in Pardot.

 

*Note: You may receive the following alert: HTML message: An unsubscribe tag (%%unsubscribe%% or %%email_preference_center%%) is required somewhere in the body of the email. This can be done by highlighting the text you’d like to link for unsubscribers and selecting the hyperlink icon to choose the unsubscribe tag as the link type.

 

Once the HTML code is added I suggest previewing your email template and making revisions. Please note if you’re adding images to the BEE Free template, you will need to readd them to the Pardot template.

 

TOPOL.io

Similar to BEE Free, Topol.io allows users to design emails with a drag and drop tool and it’s “sooooo easy”. In comparison to BEE Free, Topol.io also provides a number of email templates but not nearly as many. One feature I believe Topol.io does better is the process of exporting the email HTML. Topol.io automatically creates a download of the .html file, rather than a zip file.

 

After selecting your email template to design, you’ll want to “Save & Download”, which will prompt an automatic download of the HTML. From here the same process as stated above should be followed to import the email HTML into Pardot.

Stripo.email

Unlike our first two contenders, Stripo requires users to sign up for a free account and caps off at 4 free downloads each month. However, Stripo.email states the download limits get reset every month. By selecting “Email Templates” in the navigation bar, you’re able to select from numerous email templates and filter by type, industry, and season.

 

“Try Out” your email template once you’ve selected the right fit and begin to make your revisions. When you’re ready to export the HTML, you will save the email template which will then prompt you to create a free user account.

 

When your new account has been registered you will be brought to an overview screen of all your email templates. Select the one you’d like to export the HTML and proceed with selecting the “Export” button > HTML > Download HTML file.

 

Not a Pardot user? Here’s a similar article for Marketo.

 

 

 

 

 

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5 Types of Content You Should Publish on Your WordPress Site

Content marketing goes way beyond just publishing blog posts on your WordPress website. Unfortunately, many website owners consistently create blog posts and just stop there.

Sure, blogging brings traffic to your site, educates and informs site visitors about what you have to offer, and encourages them to convert by subscribing to your email list or buying your products.

But, you’d be surprised at how changing up the types of content you publish on your website can help drive more organic traffic to your site, improve SEO, get you more conversions than ever, and even land you more sales.

That’s why today we’re going to take a look at the 5 different kinds of content you can add to your website to give it fresh makeover for loyal followers and new visitors alike.

1. Infographics

Infographics are pieces of content that present information in a visual way. They help break data, research, statistics, and findings up into easier to digest chunks.

Not to mention, infographics are known for being viewed, shared, and loved by site visitors more than any other kind of content.

Ironically,  this infographic by CoSchedule shows you just how popular infographics are:

Infographic Example

This type of content has a long life span and engages site visitors and excites them to the point they want to tell others about it. Plus, it gives you valuable backlink juice every time it’s shared, which is great for your site’s SEO.

2. Video

Following infographics’ steps when it comes to presenting content in a visual way is video content. It’s persuasive, easy to consume, and caters to those who  have attention spans that are too short to get through entire blog posts.

In fact, 4x as many customers claim they would rather watch a video about a product than read about it.

Want an example of a video that caught a lot of people’s attention?

Just take a look at this video by Google, which has been viewed over 10 million times:

If you’re going to add video content to your website, follow these best practices:

  • Only publish videos that offer value to your target audience
  • Include a clear call to action at the end of each video, taking people to your site’s landing page if possible
  • Publish on other platforms like YouTube or Vimeo
  • Coordinate your video content to match existing blog content
  • Customize your videos to match your company’s brand and values
  • Watch the length so you don’t lose people’s interest (aim for 2-3 minutes)
  • Make your videos sharable to expand your reach

With video content expected to make up 82% of all web traffic by the year 2021, it’s time you hop on the bandwagon and add some video content to your site now, before the competition gets real tough.

3. Guides

Guides, sometimes referred to as longform content, are the perfect lead magnet to offer people in exchange for their email address. In fact, if you’re using FeedOtter to automatically send blog and RSS content directly to subscribers, sending a guide as part of an email campaign after someone subscribes is a cinch.

This content type is typically much longer than a traditional blog post and has many useful details for people to really dig into. Adding to that, its layout is much more professional looking than a simple article about a topic.

Even Neil Patel, one of the industry’s leading digital marketers, says some of his most popular content comes in the form of guides. And he doesn’t even ask for an email address to read it:

Guide Example

Guides integrated into your site’s blog, as part of locked content, or as a content upgrade for subscribing, are comprehensive, help establish you as an authority in your industry, and make it so people don’t have to look elsewhere about a particular topic because you’ve literally covered it all.

4. How-to Content

How-to guides are a great way to teach your target audience something new. They have immense long tail keyword potential, thanks to “How to” queries, and even help boost your site’s SEO.

And best of all, they offer lots of value to your site visitors:

How-to Content Example

If you want to write exceptional tutorial content, follow these guidelines:

  • Introduce the problem site visitors are facing
  • Introduce your solution to their problem
  • Discuss your solution using easy to understand steps
  • Summarize and provide a conclusion

Always include step by step instructions and images when you can to make sure anyone reading your how-to guide can follow along. And don’t forget the call to action at the end of the post letting people know how they can tap into the solution you’ve provided if it happens to be a product or service you offer.

5. Templates and Checklists

Offering people solutions is not always easy to do in a typical blog post. The pain point isn’t always clear, and neither is the solution. However, if you create a simple (yet actionable) template or checklist, you can guarantee people will know exactly what to do.

And the great thing is, this type of content can be used over and over by site visitors. Plus, you can create a checklist out of almost any blog post you’ve written.

For example, check out HubSpot’s Ultimate Webinar Checklist. It highlights everything you could possibly need to know about how to create a webinar in a practical and useful way.

Checklist Example

One of the best ways to use this type of content is to add one at the end of blog posts as a call to action.

Plus, they should be simple, clear, and concise (like this one from Digital Marketer) and always including your site’s branding so people remember where this helpful information came from.

Final Thoughts

And there you have it! Some of the different types of content you should be publishing on your WordPress site starting now. Of course, this isn’t a comprehensive list of all the kinds of content you can create. Nor does this mean that you should forgo blogging altogether. In fact, blog content can still be the main type of content you publish.

But if you’re looking to increase traffic, generate more leads, drive sales, and improve your search rankings, you should definitely give some of these a try.

And, when you find that site visitors like a specific type of content, make sure to add it to your editorial calendar. That way you give people what they want and you reap the benefit.

Featured Image Credit