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Three Easy Steps to Great Content Marketing
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Re: content marketing
  • 10/31/2015 6:24:01 PM
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Same feeling, though part of it is that they are not putting the message as upfront as they should. If my video ad has a few second window where people respond, then they should better position the offer.  It does alter the value of an ad  - we once had 30 seconds to convey benefits, now we really have 2 - 4.

Re: Squishy integrity
  • 10/1/2015 3:27:56 PM
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Thanks, magneticnorth... that's the most concise definition I've read about authentic marketing in this entire thread. And it also seems like marketing has been moving in this direction for close to 10 years now.

Re: content marketing
  • 10/1/2015 9:41:42 AM
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@Pierre I'm always in skip mode for videos, meaning I tend to skip them. I find most of them more annoying than helpful and much prefer to read my content. 

Re: content marketing
  • 10/1/2015 9:40:35 AM
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< Some of them have more ads than helpful content.> @mangenticnorth Yes, as they really are all abou the ads, and then readers counter with ad-block software and the publishers try to force them to agree to see ads before letting them see the content. 

Re: content marketing
  • 9/30/2015 11:53:19 PM
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I'll share a funny thought. I have a post about evergreen content that is now 3 years old, and needs a minor refresh. I plan to add a new post with revised tips, while keeping the old (some of the ideas are still good). Evergreen posts are hard to plan, but worthwhile if done right. They attract traffic when needed, and can be linked to other posts.

Re: content marketing
  • 9/30/2015 11:51:24 PM
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I think we all can be grateful for clickbait not wasting as much time - videos can be as bad, even with the skip mode.

Re: content marketing
  • 9/30/2015 8:34:40 PM
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My first experience with misleading titles was not online; it was from a TV news show. They title made me expect additional information about a hot news topic. They showed the title in the beginning of the show before two other commercial breaks, and when they actually showed the news bit, it added nothing new. I waited for about 40 minutes for that item. In a way, I'm thankful that clickbait doesn't waste as much of my time in one go.

Re: content marketing
  • 9/30/2015 8:27:38 PM
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@Ariella, what a helpful guide! You raise some points that are so simple they're easily forgotten. I wish those viral sites cared enough to address each point. Some of them have more ads than helpful content.

Re: Squishy integrity
  • 9/30/2015 8:21:22 PM
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@Terry Just judging from what John wrote, integrity here pertains to creating content that's honest and down-to-earth. Even in this day and age, a lot of marketers who were trained under the old advertising mindset still work with the "here's what's great about our product!" approach. It might work for a 30-second TV ad, but not for online content. Some marketers need to be reminded that the two-way communication that the Internet allows requires a more grounded mindset.

Re: content marketing
  • 9/30/2015 3:31:48 PM
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kq4ym, true. Some of content marketing is meant to describe consumers' pain points, and solutions some consumers (or businesses in B2B settings) have applied to solve the pain points. But don't cross that line, at least in content marketing, where you explicitly connect your product features and those pain points. That's still just plain ol' marketing.

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