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10 Content Marketing Articles Readers (Like You) Loved This Year

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10 Content Marketing Articles Readers (Like You) Loved This Year

CMI published over 249 articles about all aspects of content marketing in 2022.

I bet very few of you read every one of them. (I understand – you have a lot of things to do.)

Since it’s my job, I read every article and check the performance analytics. So I put together the 10 most popular posts CMI published in 2022 to help you catch up on any you missed. I used data from BuzzSumo and Google Analytics, including social shares, email conversions, page views, unique linking domains, and a dose of editorial discretion to create the list.

Since I’m not big into rankings and more into managing schedules, I’ve listed the articles based on reading time (shortest to longest). I’ve also thrown in an honorable mention that’s quickly climbing in popularity.

All these articles include a ton of knowledge you can use right away. I hope you find these articles as helpful as I did.

Reading time: 5 minutes

Author: Manick Bhan

Why read this: The reduce-reuse-recycle waste management model also works as a strategy for search-focused content. Follow Manick’s 3R approach to help you snip and prune the content weighing down your search rankings.

Tweetable tip:

Use the reduce-reuse-recycle waste management model as a #content audit strategy, says @MadManick via @BrandLoveLLC @CMIContent. #SEO Click To Tweet

Reading time: 8 minutes

Author: Michael Brenner

Why read this: If you’re curious whether AI-generated content could replace human writers soon, you’ll need to read this. Michael shares the results of an experiment he ran to show why you shouldn’t believe the hype around AI-generated content – and why you shouldn’t ignore its potential. Though the article predates the advances of (and the explosion of interest in) ChatGPT, his advice remains sound.

Tweetable tip:

#AI-generated #content lacks the necessary nuance for high-quality content, and @Google still says it’s spam, says @BrennerMichael via @BrandLoveLLC @CMIContent. Click To Tweet

Reading time: 9 minutes

Author: Aleksandra Iakovleva

Why read this: A lot of B2B marketing happens on LinkedIn – so your posts face steep competition for attention. Aleksandra shares advice on how to optimize your brand’s presence to get the most from organic and paid efforts on the platform. Tips include how to make sure your content shows up in LinkedIn search results and paid opportunities, make the most of available analytics, when to use the different types of paid ads, and how to craft posts that resonate.

Tweetable stat:

8 in 10 #B2B marketers use @LinkedIn and 40% say it’s their No. 1 platform, according to @SMExaminer via Aleksandra Iakovleva of @VistaCreate and @CMIContent. Click To Tweet

Reading time: 8 minutes

Author: Olesia Filipenko

What you’ll learn: Persuasive language is a powerful tool. Olesia explains how bringing science into the art of writing lets you better influence your audience and get them to take your preferred actions. She shares concrete, actionable ways to craft your marketing text to work with human psychology.

Tweetable tip:

Combine two rarely matched beneficial adjectives in headings, says @WritingBreeze via @CMIContent. Click To Tweet

Reading time: 9 minutes

Author: Irwin Hau

What you’ll learn: Publishing the wrong content can take many forms, but the results are similar. At worst, it could seriously damage your brand. At best, your content will be ignored. Irwin rounds up 15 mistakes to avoid.

Tweetable tip:

#Content that seems to have a personality crisis is a major turnoff, says @IrwinHau via @BrandLoveLLC @CMIContent. #ContentMarketing Click To Tweet

Reading time: 11 minutes

Author: Ann Gynn

Why read this: Simply showing up on social isn’t enough anymore. You need to engage on the right channels with the right content delivered the way your audience likes to engage. Ann curates these expert tips from Content Marketing World speakers. The advice encompasses over 25 tips to help update and refine your social media strategy.

Tweetable tip:

Post on the one or two primary #SocialMedia channels your audience uses the most. But listen across all channels, says @SFerika via @BrandLoveLLC and CMIContent Click To Tweet

Reading time: 11 minutes

Author: Jodi Harris

Why read this: If getting better at video is on your content marketing to-do list for next year (and it probably should be), read Jodi’s post. She pulls together the best tips from an Ask the CMWorld Community interview with Andrew Davis, who shared his video creation process from start to finish. Jodi also rounds up his tech tips and tactical shortcuts to level up your content without maxing out your video budget.

Tweetable tip:

Screenwriting apps such as @ScrivenerApp or @WriterDuet provide more scripting templates, says @DrewDavisHere via @BrandLoveLLC and @CMIContent. Click To Tweet

Reading time: 11 minutes

Author: Ann Gynn

Why read this: Only the most successful content marketers take the time to create a documented content strategy. But writing one doesn’t have to be complicated. Ann shares a six-step process to help you finally write down your strategy. You’ll end up with a one-page document you can use to keep everyone aware of and working toward the same end. Before you know it, you may even join the ranks of the most successful.

Tweetable tip:

Without a documented strategy, you’re like most #content marketers. Just not the successful ones, says @AnnGynn via @BrandLoveLLC and @CMIContent. Click To Tweet

Reading time: 13 minutes

Author: Jodi Harris

Why read this: Take inspiration from these winning B2B and B2C content marketing examples Jodi curated from the e-book 35 Examples of Brands That Are Winning With Content (registration required). The article features companies that exceeded audience expectations – and their marketing goals – with novel content approaches and creative executions. And the e-book contains even more great examples.

Tweetable tip:

Asking influencers to co-create #content with your brand is a great way to sidestep authenticity questions, says @joderama via @BrandLoveLLC @CMIContent. Click To Tweet

Reading time: 16 minutes

Author: Mike Murray

Why read this: Every content writer, whether creating for B2B or B2C audiences, faces writing challenges. Mike shares tips, tools, and resources to help with everything from creation to revision to publication and everything in between.

Tweetable tip:

Use the @webfx #ReadabilityTest tool to assess your #content, says @mikeonlinecoach via @BrandLoveLLC @CMIContent. #WritingTips Click To Tweet

Honorable Mention

Reading time: 10 minutes

Author: Stephanie Stahl

What you’ll learn: Every year, the Content Marketing Institute releases the B2B Content Marketing Benchmarks, Budgets, and Trends: Insights report. This year, we asked an open-ended question: “If you could change one thing about content marketing in your organization, what would that be?” Stephanie shares what your peers said about their challenges, operations, teams, and success.

Tweetable tip:

If executives don’t understand the value of #ContentMarketing, it’s your job to step up and educate them, says @EditorStahl via @BrandLoveLLC @CMIContent. Click To Tweet

Thank you, contributors

We appreciate all the guest contributors who shared their knowledge with the Content Marketing Institute community in 2022.

If you have an idea for an original article you’d like to share with the CMI audience, you could get it published on the site. First, read our blogging guidelines and write or adjust your draft accordingly. Then submit the post for consideration following the process outlined in the guidelines.

In appreciation for guest contributors’ work, we’re offering free registration to one paid event or free enrollment in Content Marketing University to anyone who gets two new posts accepted and published on the CMI site in 2023.

Want more content marketing tips, insights, and examples? Subscribe to workday or weekly emails from CMI.

Cover image by Joseph Kalinowski/Content Marketing Institute

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Pillar Pages: Why and How You Should Add Them to Your Content Strategy

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Pillar Pages: Why and How You Should Add Them to Your Content Strategy

The author’s views are entirely his or her own (excluding the unlikely event of hypnosis) and may not always reflect the views of Moz.

In a recent study, we found that our pillar pages are magnets for links, organic traffic, and newsletter subscribers — especially compared to regular blog posts. Here are the results that both types of SEO content generated over the course of a year:

Do these results mean you should ditch your blog strategy in favor of pillar pages? Not exactly.

Here’s the catch: You really can’t have one without the other, and it all comes down to content mapping. I’ll explain exactly what I mean in this article.

What is a pillar page?

A pillar page is a piece of content that comprehensively covers a broad topic. Pillar page — also sometimes referred to as hub and spoke — content weaves together a wide range of relevant subtopics (spokes), organizes them all in one place (hub), and effectively showcases your subject matter expertise for the broad topic.

Pillar page content should be easy to navigate for readers looking to learn — at a high level — about a particular topic, but should also offer relevant resources for them to dive deeper. 

Example of related resources found on a pillar page.

It’s kind of like the choose-your-own-adventure of content marketing.

Topical authority: why it’s important

When it comes to content creation for SEO and digital marketing, you don’t want to create content around any old topic. Instead, you want to reinforce your brand’s topical authority with every new piece of content you create (be it a blog, a pillar page, an eBook, etc.).

Let’s put it this way: If you’re in the business of selling mechanical keyboards, it doesn’t make sense to publish a blog article about the best recipes for a summer BBQ. Unless you’re recommending that your customers grill and eat their mechanical keyboards, which is (highly) unlikely.

Instead, it’s more helpful to your brand — and your audience — if you cover topics related to mechanical keyboards, like:

  • What is a mechanical keyboard?

  • Mechanical keyboards vs. regular keyboards.

  • Custom mechanical keyboards.

  • How to transition to a mechanical keyboard.

  • Pros and cons of a mechanical keyboard.

By covering as many topics related to mechanical keyboards as possible, you’re building a foundation of informational content that tells search engines: “Hey, I know a lot about mechanical keyboards!”

And the more content you have that starts to rank for important search terms related to mechanical keyboards, the more likely searchers will see you as an authority on the subject. Ideally, they will start coming back to your content when they need to learn more about this specific topic.

Pillar pages + blogs = a match made in content marketing heaven

A well-executed and organized pillar page is one of the best ways to showcase to your audience (and search engines) that you have topical authority in a specific area. Blog posts help you achieve topical authority by allowing you to cover a wide range of relevant subtopics in great detail, and pillar pages organize all of that content into a nice, user-friendly package.

Let’s take a look at this tactic in action.

We built our content marketing guide as a pillar page, which allowed us to cover a slew of subtopics related to the broader topic of content marketing, all in one piece of collateral. 

All of these subtopics are organized into sections on the page, with a hyperlinked table of contents at the top to allow readers to pick and choose exactly what they’d like to learn about:

Then, throughout the page, we offer readers the opportunity to go deeper and learn more about each subtopic by linking to relevant blog content:

What is content mapping?

A pillar page is a great tactic if you’ve got a lot of existing blog content all focused on a particular parent topic. It’s one of our favorite ways at Brafton to repurpose and repromote our blogs.

But you can also create a pillar page with all brand-new content — it’ll just take more research, planning, and production time to complete.

Enter: content mapping.

Content mapping is the process of assessing your target audience, understanding what they are trying to achieve, and helping them along that journey with branded educational and commercial content. Its scope can span the entirety of your content marketing strategy or a single piece of pillar page content.

Why content mapping matters in content marketing

The planning (or content mapping) of a pillar page is just as important as the research done to choose the correct keyword to target for your business.

Pillar pages are kind of like the books of the marketing world. If you were an expert birder, for example, you wouldn’t set out to write a book about bird-watching without doing any research. Especially if you’ve spent a lot of time writing and publishing articles about bird-watching on your blog. You’d want to understand a few things before starting that book, like:

  1. Which of my blog posts generated the most interest from new and returning readers? (i.e. pages with the most new and returning visitors, as seen in your web analytics tool).

  2. Which blogs kept readers coming back for more? (i.e. pages with the most newsletter subscriptions, or the best newsletter subscription rates).

  3. Which blogs did my industry peers find most useful? (i.e. pages with the greatest number of high-quality referring domains and backlinks).

These questions can be answered by looking through your web analytics tools, such as Google Analytics and Moz Pro.

Example of content analysis by top linking domains.

You’d also want to understand what the competition looks like before you spend dozens of hours writing thousands of words to fill a book.

You’d want to answer questions, like:

  1. What do my competitors’ books on bird-watching look like? (i.e. the types of bird-watching subtopics the page 1 results cover).

  2. What does Google think searchers want to see when they search for bird-watching? (i.e. the types of content that are found on page 1 for your target keyword — and surprise! it might not be books).

  3. How long and detailed are my competitors’ books? (i.e. the level of complexity and comprehensiveness of the content ranking on page 1).

These questions can be answered by manually reviewing relevant SERPs and utilizing TF-IDF tools like Clearscope or MarketMuse to understand the breadth of subtopics and types of content ranking on the first page.

Example of manual SERP inspection.
Example of TF-IDF content analysis.

Once you understand which of your content performs best and which content Google and other search engines prefer to rank highly for your target keyword, you can start piecing together a plan for your pillar page.

A note about internal linking

Before we dive into the how-to portion of this piece, we should also acknowledge the importance of internal linking to this whole process.

And I’m not just talking about throwing in a link to a related product/service at the end of the page and calling it a day. The internal linking structure of your pillar page is literally the glue that holds the whole thing together. It helps readers easily navigate to related resources to continue learning from your brand. And it helps search engines understand the relationship between your pillar page content and the additional content you’re highlighting on the page.

But when it comes to internal linking, there is such a thing as too much of a good thing.

Including too many internal links throughout your content can cause a frustrating user experience or look spammy, so use caution and make sure the only internal linking you do on the page is extremely relevant to the parent topic.

If you’re unsure whether or not you’ve got too many internal links on the page, you can run it through Moz’s On-Page Grader tool, which automatically counts the number of links on your page and flags if you’ve got too many.

Tip: Keep in mind that this tool will count ALL links found on the page, including those in your main navigation and footer, so the “Too Many Links” warning could be a false positive.

As Moz explains: Google recommends you don’t go over 100 internal links per page, because it can dilute the SEO value sent from the pillar page to the linked pages, and it can also make it more challenging for users and crawlers to navigate all of the content.

Two data-led ways to map out content for a pillar page

There are a couple of different ways to approach the construction of this type of content, but they each rely on organic search data to lead the way.

1. Planning a pillar page and related resources (all from scratch)

Let’s pretend you don’t have any prior content created about a particular topic. You’re basically starting from scratch. Let’s also assume the topic you’ve selected is both core and commercially valuable to your business, and that your domain realistically has a chance of ranking on page 1 for that keyword.

Let’s say you’re a pet food company and one of your main products is cat dental treats. Once you’ve determined that this is the exact keyword you want to target (“cat dental treats”), it’s time to start your research.

Step 1: Manually inspect SERP to understand searcher intent

First, we’ll start by manually inspecting the first SERP for this keyword, and answering the following questions:

  1. What types of content are on the first page of results?

  2. Why are people searching for “cat dental treats”?

By answering these two questions in our SERP analysis, we’ll make sure that our plan for creating a pillar page to rank actually makes sense and it’s what searchers want to see on the SERP. We’ll also better understand all the reasons behind why someone might search this keyword (and we can then address those reasons in the content we create).

So let’s answer these questions:

Question 1: What types of content are on the first page of results?

Answer 1: The first SERP includes a variety of product ads, a People Also Ask section, and a selection of organic blogs and product pages.

Types of content found on the SERP for “cat dental treats.”

Question 2: Why are people searching for “cat dental treats”?

Answer 2: From a quick analysis of the SERP, we can deduce that people want to know why and how cat dental treats are important to a cat’s health, and they also want to know which cat dental treats work best. Perhaps most importantly, it’s highly likely that they plan to purchase cat dental treats for their furry companion(s) in the near future.

Step 2: Select related keyword ideas for blog content

Since you don’t just want to create a pillar page for just the primary keyword, you also want to pinpoint a selection of related subtopics to be written as blog content.

For this part of the process, head over to your keyword research tool, plug in your target keyword and (with an eye for topics that you’re well-suited to cover), jot down a list of keywords and phrases.

Here’s our list of potential blog topics:

  • Best cat dental treats.

  • How do cat dental treats work?

  • What to look for in cat dental treats.

  • Do cat dental treats work?

  • Can cat dental treats replace brushing?

  • Vet recommended cat dental treats.

  • Grain-free cat dental treats.

Step 3: Choose subtopics to cover in your pillar page content

Next, you’ll want to review the subtopics mentioned in the top ranking results. While this process can be done manually (by clicking into each result on the SERP and jotting down the topics mentioned), a TF-IDF tool like MarketMuse makes this part of the process much quicker:

These TF-IDF tools analyze the top 10-20 results for your target keyword and automatically present the common subtopics mentioned in each piece. This gives you a very good understanding of what you’ll also need to cover in your piece to compete for a top-ranking spot.

Here’s the list of subtopics we’ll want to cover in this pillar page, based on our MarketMuse data:

Step 4: Create your outline and plan content

Now it’s time to connect the dots from your research. The best way to do this is to start by structuring your pillar page outline, and then going back in and filling in the areas where you want to create supporting blog content.

Here’s an example of what the end result might look like:

H1: The Complete Guide to Cat Dental Treats: For a Fresh-Breath Feline Friend

H2: What are cat dental treats and how do they work?

  • Topics to cover: Cat dental treats
  • Blog post to support section:
    Title: How Cat Dental Treats Work (& Why Your Kitty Needs Them)
    Keyword: how do cat dental treats work

H2: What are the benefits of cat dental treats?

  • Topics to cover: Clean teeth, fresh breath
  • Blog post to support section:
    Title: Do Cat Dental Treats Really Work? (Here’s What The Experts Say)
    Keyword: do cat dental treats work

H2: Are cat dental treats an acceptable alternative to brushing?

  • Topics to cover: Cats dental health
  • Blog post to support section:
    Title: Cat Dental Treats Vs Brushing: Everything You Need To Know
    Keyword: can cat dental treats replace brushing

H2: Do vets recommend using cat dental treats?

  • Topics to cover: Veterinary oral health council
  • Blog post to support section:
    Title: Vets Recommend Using Cat Dental Treats — Here’s Why
    Keyword: vet recommended cat dental treats

H2: The best cat dental treats to try

  • Topics to cover: Purina dentalife, Feline greenies, natural ingredients, artificial flavors.
  • Blog post to support section:
    Title: 5 Of The Best Cat Dental Treats & Why We Love Them
    Keyword: best cat dental treats
  • Blog post #2 to support section:
    Title: What To Look For In Cat Dental Treats
    Keyword: what to look for in cat dental treats

Creating an outline for a pillar page isn’t easy, but once laid out, it helps us understand the content that needs to be produced to bring the whole thing to life.

Here is our list of content to create (based on our outline):

  1. Pillar page: The Complete Guide to Cat Dental Treats: For a Fresh-Breath Feline Friend

  2. Blog #1: How Cat Dental Treats Work (& Why Your Kitty Needs Them)

  3. Blog #2: Do Cat Dental Treats Really Work? (Here’s What The Experts Say)

  4. Blog #3: Cat Dental Treats Vs Brushing: Everything You Need To Know

  5. Blog #4: Vets Recommend Using Cat Dental Treats — Here’s Why

  6. Blog #5: 5 Of The Best Cat Dental Treats & Why We Love Them

  7. Blog #6: What To Look For In Cat Dental Treats

The best way to tackle this list of content is to create and publish the six blog posts first, then once they are live, you can write the pillar page content, placing hyperlinks to the supporting blog posts directly in the copy.

2. Planning a pillar page from top performing content

For this next method, let’s say you already have a ton of published content about a particular topic, and you’d like to reuse and repromote that content within a pillar page dedicated to that topic.

All of the steps in the previous process apply, but for Step 2 (Select Related Keyword Ideas for Blog Content), do the following:

First, you’ll want to understand which of your existing pieces generates the most interest from your audience. Let’s use our web analytics data for this. In this example, we’ll look at Google Search Console data because it shows the actual search performance of our website content.

Let’s use the topic of “content creation” as our desired pillar page keyword. Search for the query in Google Search Console (choose the “Queries containing” option): 

Pull all of the pages currently generating impressions and clicks from terms containing your topic, placing those with the highest clicks and impressions at the top of your list. Here’s what this might look like: 

As you can see, most of the content we’ve created that also ranks for keywords containing “content creation” is blog content. These will be highly useful as related resources on our pillar page.

Now, go back to your TF-IDF tool and select the subtopics related to “content creation” that you want to cover in your pillar page. Example:

  • Social media content

  • Content creation tool

  • Content creators

  • Content strategy

  • Content creation process

Finally, map your existing blog content to those “content creation” subtopics. The initial mapping may look something like this:

You may not be able to map each blog perfectly to the subtopic you’re covering in your pillar page, but that’s  OK. What’s important is that you’re providing readers with relevant content (where applicable) and that content, as you’ve seen in your Search Console data, is already proven to perform well with your organic search audience.

Pillar page planning templates and resources

Pillar pages take an incredible amount of time and planning to execute, but they are worth every penny.

Here’s an example of the success we saw after producing one of our more recent pillar pages, “How to Rank on Google:”

Growth of referring domains and links to the page since its launch in April 2022.

Here’s a template of the outline used to bring the page to life (and you can use it for your own pillar page). Just make a copy and off you go. Good luck!

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11 Free Email Hacks to Step Up Your Productivity

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11 Free Email Hacks to Step Up Your Productivity

If you’re anything like me, a solid portion of your day is sifting through your inbox, sending emails to junk, and responding to time-sensitive emails.

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How CTV can deliver market research for B2B marketers

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How CTV can deliver market research for B2B marketers

Connected TV (CTV) is the fastest-growing digital ad channel, as more TV watchers cancel cable subscriptions and turn to lower-priced or free a la carte streaming options they can watch on TVs, laptops and mobile devices. Many streamers are also potential B2B prospects, but not many B2B marketers are leveraging CTV for advertising.

“We believe connected TV advertising is undervalued, and there’s so much that digital, data-driven marketers can do with connected TV advertising that goes beyond the scope of any other ad channel,” said Hooman Javidan-Nejad, director of performance marketing for CTV advertising platform MNTN, at The MarTech Conference.

Why we care. Hit shows on streaming services get the credit for the CTV surge. But within these mass audiences there is data for targeting and segmentation. B2B marketers ahead of the curve have also experimented with streaming for delivering on-demand video content to prospects. 

Serving prospects ads on ad-supported Netflix, or managing your own video programming like a kind of B2B Netflix, is a much different experience than traditional whitepapers that recognize professionals’ changing media consumption and self-serve research habits.

CTV data. “Data-driven marketing has picked up in the last decade because the nature of all those digital channels are enabling you, and empowering you, to have access to the data and to act on it,” said Javidan-Nejad. “This is something that we never had for a TV — [traditional linear] TV advertising has always had limited or no reporting.”

Because of CTV’s digital infrastructure, ad campaigns on that channel have performance and measurement data that can be used as a market research tool.

“The beauty of approaching connected TV just like another digital channel is that you can apply the same targeting criteria you are applying today on LinkedIn, or on Facebook,” he added. “The insights that you’re getting from connected TV advertising can be applied to all the other channels, or the insights that you’re getting from the creative can be applied into the other channels.”

Dig deeper: Bringing your ABM strategy to CTV

Finding audiences on CTV. When advertising on CTV, B2B marketers should execute multiple campaigns, or target different audiences with a single campaign.

For example, a B2B marketer could run one campaign based on job titles, and another one based on firmographic criteria. You could also launch a retargeting campaign, based on first-party data acquired from those who have visited your website and shared their info.

“For each of these audiences, you will get audience segment reporting,” Javidan-Nejad explained. “So you will be able to see which of these audiences have performed better, which of these audiences had a better verified visit rate, and all the other metrics [to discover] which audiences are performing better. And then you can take those audience insights and apply them to the other channels.”

Matched audiences. B2B marketers can also use existing customers and prospects from their CRM and match them with a CTV adtech partner, in order to deliver CTV ads to those prospects when they’re watching streaming TV.

“This is the same audience that you’re using across all the other paid social channels,” said Javidan-Nejad. “The insights and learnings that you get from CTV can be extended and implemented across the other channels.”

Testing creative. Before committing a large budget on a robust TV campaign, B2B marketers can test different kinds of creative on CTV to determine what messages and visual cues stick with customers and prospects.

While every digital ad channel has its own sweet spot for what works in video ads, some of these insights about what works best on CTV can be applied to other channels.

“We are all familiar with A/B testing,” Javidan-Nejad said. “As digital marketers, we always try to leverage this feature or functionality across all the other digital channels. Now you’re able to do that for your TV advertising.”

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