Click here to close now.

Welcome!

Search Authors: Elizabeth White, Liz McMillan, Ed Featherston, Carmen Gonzalez, ScriptRock Blog

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.

@ThingsExpo Stories
SYS-CON Events announced today that Intelligent Systems Services will exhibit at SYS-CON's 16th International Cloud Expo®, which will take place on June 9-11, 2015, at the Javits Center in New York City, NY. Established in 1994, Intelligent Systems Services Inc. is located near Washington, DC, with representatives and partners nationwide. ISS’s well-established track record is based on the continuous pursuit of excellence in designing, implementing and supporting nationwide clients’ mission-critical systems. ISS has completed many successful projects in Healthcare, Commercial, Manufacturing, ...
Sonus Networks introduced the Sonus WebRTC Services Solution, a virtualized Web Real-Time Communications (WebRTC) offer, purpose-built for the Cloud. The WebRTC Services Solution provides signaling from WebRTC-to-WebRTC applications and interworking from WebRTC-to-Session Initiation Protocol (SIP), delivering advanced real-time communications capabilities on mobile applications and on websites, which are accessible via a browser.
SYS-CON Events announced today that B2Cloud, a provider of enterprise resource planning software, will exhibit at SYS-CON's 16th International Cloud Expo®, which will take place on June 9-11, 2015, at the Javits Center in New York City, NY. B2cloud develops the software you need. They have the ideal tools to help you work with your clients. B2Cloud’s main solutions include AGIS – ERP, CLOHC, AGIS – Invoice, and IZUM
SYS-CON Events announced today that Tufin, the market-leading provider of Security Policy Orchestration Solutions, will exhibit at SYS-CON's 16th International Cloud Expo®, which will take place on June 9-11, 2015, at the Javits Center in New York City, NY. As the market leader of Security Policy Orchestration, Tufin automates and accelerates network configuration changes while maintaining security and compliance. Tufin's award-winning Orchestration Suite™ gives IT organizations the power and agility to enforce security policy across complex, multi-vendor enterprise networks. With more than 1...
SYS-CON Events announced today that Cloudian, Inc., the leading provider of hybrid cloud storage solutions, will exhibit at SYS-CON's 16th International Cloud Expo®, which will take place on June 9-11, 2015, at the Javits Center in New York City, NY. Cloudian, Inc., is a Foster City, California - based software company specializing in cloud storage software. The main product is Cloudian, an Amazon S3-compliant cloud object storage platform, the bedrock of cloud computing systems, that enables cloud service providers and enterprises to build reliable, affordable and scalable cloud storage solu...
“With easy-to-use SDKs for Atmel’s platforms, IoT developers can now reap the benefits of realtime communication, and bypass the security pitfalls and configuration complexities that put IoT deployments at risk,” said Todd Greene, founder & CEO of PubNub. PubNub will team with Atmel at CES 2015 to launch full SDK support for Atmel’s MCU, MPU, and Wireless SoC platforms. Atmel developers now have access to PubNub’s secure Publish/Subscribe messaging with guaranteed ¼ second latencies across PubNub’s 14 global points-of-presence. PubNub delivers secure communication through firewalls, proxy ser...
SYS-CON Events announced today that Gridstore™, the leader in hyper-converged infrastructure purpose-built to optimize Microsoft workloads, will exhibit at SYS-CON's 16th International Cloud Expo®, which will take place on June 9-11, 2015, at the Javits Center in New York City, NY. Gridstore™ is the leader in hyper-converged infrastructure purpose-built for Microsoft workloads and designed to accelerate applications in virtualized environments. Gridstore’s hyper-converged infrastructure is the industry’s first all flash version of HyperConverged Appliances that include both compute and storag...
SYS-CON Events announced today that IDenticard will exhibit at SYS-CON's 16th International Cloud Expo®, which will take place on June 9-11, 2015, at the Javits Center in New York City, NY. IDenticard™ is the security division of Brady Corp (NYSE: BRC), a $1.5 billion manufacturer of identification products. We have small-company values with the strength and stability of a major corporation. IDenticard offers local sales, support and service to our customers across the United States and Canada. Our partner network encompasses some 300 of the world's leading systems integrators and security s...
Containers and microservices have become topics of intense interest throughout the cloud developer and enterprise IT communities. Accordingly, attendees at the upcoming 16th Cloud Expo at the Javits Center in New York June 9-11 will find fresh new content in a new track called PaaS | Containers & Microservices Containers are not being considered for the first time by the cloud community, but a current era of re-consideration has pushed them to the top of the cloud agenda. With the launch of Docker's initial release in March of 2013, interest was revved up several notches. Then late last...
So I guess we’ve officially entered a new era of lean and mean. I say this with the announcement of Ubuntu Snappy Core, “designed for lightweight cloud container hosts running Docker and for smart devices,” according to Canonical. “Snappy Ubuntu Core is the smallest Ubuntu available, designed for security and efficiency in devices or on the cloud.” This first version of Snappy Ubuntu Core features secure app containment and Docker 1.6 (1.5 in main release), is available on public clouds, and for ARM and x86 devices on several IoT boards. It’s a Trend! This announcement comes just as...
SYS-CON Events announced today the IoT Bootcamp – Jumpstart Your IoT Strategy, being held June 9–10, 2015, in conjunction with 16th Cloud Expo and Internet of @ThingsExpo at the Javits Center in New York City. This is your chance to jumpstart your IoT strategy. Combined with real-world scenarios and use cases, the IoT Bootcamp is not just based on presentations but includes hands-on demos and walkthroughs. We will introduce you to a variety of Do-It-Yourself IoT platforms including Arduino, Raspberry Pi, BeagleBone, Spark and Intel Edison. You will also get an overview of cloud technologies s...
Health care systems across the globe are under enormous strain, as facilities reach capacity and costs continue to rise. M2M and the Internet of Things have the potential to transform the industry through connected health solutions that can make care more efficient while reducing costs. In fact, Vodafone's annual M2M Barometer Report forecasts M2M applications rising to 57 percent in health care and life sciences by 2016. Lively is one of Vodafone's health care partners, whose solutions enable older adults to live independent lives while staying connected to loved ones. M2M will continue to gr...
While not quite mainstream yet, WebRTC is starting to gain ground with Carriers, Enterprises and Independent Software Vendors (ISV’s) alike. WebRTC makes it easy for developers to add audio and video communications into their applications by using Web browsers as their platform. But like any market, every customer engagement has unique requirements, as well as constraints. And of course, one size does not fit all. In her session at WebRTC Summit, Dr. Natasha Tamaskar, Vice President, Head of Cloud and Mobile Strategy at GENBAND, will explore what is needed to take a real time communications ...
The best mobile applications are augmented by dedicated servers, the Internet and Cloud services. Mobile developers should focus on one thing: writing the next socially disruptive viral app. Thanks to the cloud, they can focus on the overall solution, not the underlying plumbing. From iOS to Android and Windows, developers can leverage cloud services to create a common cross-platform backend to persist user settings, app data, broadcast notifications, run jobs, etc. This session provides a high level technical overview of many cloud services available to mobile app developers, includi...
“In the past year we've seen a lot of stabilization of WebRTC. You can now use it in production with a far greater degree of certainty. A lot of the real developments in the past year have been in things like the data channel, which will enable a whole new type of application," explained Peter Dunkley, Technical Director at Acision, in this SYS-CON.tv interview at @ThingsExpo, held Nov 4–6, 2014, at the Santa Clara Convention Center in Santa Clara, CA.
SYS-CON Events announced today that Vicom Computer Services, Inc., a provider of technology and service solutions, will exhibit at SYS-CON's 16th International Cloud Expo®, which will take place on June 9-11, 2015, at the Javits Center in New York City, NY. They are located at booth #427. Vicom Computer Services, Inc. is a progressive leader in the technology industry for over 30 years. Headquartered in the NY Metropolitan area. Vicom provides products and services based on today’s requirements around Unified Networks, Cloud Computing strategies, Virtualization around Software defined Data Ce...
Dave will share his insights on how Internet of Things for Enterprises are transforming and making more productive and efficient operations and maintenance (O&M) procedures in the cleantech industry and beyond. Speaker Bio: Dave Landa is chief operating officer of Cybozu Corp (kintone US). Based in the San Francisco Bay Area, Dave has been on the forefront of the Cloud revolution driving strategic business development on the executive teams of multiple leading Software as a Services (SaaS) application providers dating back to 2004. Cybozu's kintone.com is a leading global BYOA (Build Your O...
SYS-CON Media announced today that @WebRTCSummit Blog, the largest WebRTC resource in the world, has been launched. @WebRTCSummit Blog offers top articles, news stories, and blog posts from the world's well-known experts and guarantees better exposure for its authors than any other publication. @WebRTCSummit Blog can be bookmarked ▸ Here @WebRTCSummit conference site can be bookmarked ▸ Here
SYS-CON Events announced today that Ciqada will exhibit at SYS-CON's @ThingsExpo, which will take place on June 9-11, 2015, at the Javits Center in New York City, NY. Ciqada™ makes it easy to connect your products to the Internet. By integrating key components - hardware, servers, dashboards, and mobile apps - into an easy-to-use, configurable system, your products can quickly and securely join the internet of things. With remote monitoring, control, and alert messaging capability, you will meet your customers' needs of tomorrow - today! Ciqada. Let your products take flight. For more inform...
SYS-CON Events announced today that GENBAND, a leading developer of real time communications software solutions, has been named “Silver Sponsor” of SYS-CON's WebRTC Summit, which will take place on June 9-11, 2015, at the Javits Center in New York City, NY. The GENBAND team will be on hand to demonstrate their newest product, Kandy. Kandy is a communications Platform-as-a-Service (PaaS) that enables companies to seamlessly integrate more human communications into their Web and mobile applications - creating more engaging experiences for their customers and boosting collaboration and productiv...