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GrowthX combines AI-driven workflows with expert guidance to create customized growth engines that improve content creation, distribution, and conversion for businesses. Their comprehensive approach leads to scalable results, such as increased organic traffic, qualified leads, and optimized customer acquisition costs. By leveraging AI and expert insights, GrowthX aims to transform content into a repeatable engine for sustainable growth.
Most B2B marketing content fails to engage audiences due to its generic and soulless nature. Niall Ratcliffe highlights the importance of clarity and personality in content, providing examples of both effective and ineffective B2B strategies, along with tips for improving content marketing efforts.
The article discusses the importance of adapting to Google's evolving algorithms and emphasizes the futility of attempting to outsmart the search engine. It argues that businesses should focus on creating high-quality, user-centric content rather than trying to game the system with shortcuts or outdated tactics.
The content appears to be corrupted or unreadable, preventing any meaningful summary from being extracted. It is likely that the intended information about AI search optimization and related topics is not accessible in its current state.
Effective BOFU (bottom of funnel) content should focus on addressing customer pain points rather than simply listing product features. A successful approach includes defining the customer's challenge, illustrating how a product or feature provides a solution, and offering social proof to reinforce the message. This strategy emphasizes storytelling and understanding the customer's needs over a straightforward sales pitch.
Jess Cook outlines a strategic plan for utilizing a $45k ad budget in Q3, focusing on awareness, retargeting, conversion message testing, and competitive displacement. The approach includes diverse creative elements like influencer partnerships and meme formats, while also emphasizing the importance of learning from these ad experiments to inform future campaigns.
Insights from a 12-year dataset reveal that while content marketing remains effective, fewer marketers are reporting strong results. The report highlights trends such as the decline in content length and frequency, the rising importance of AI in content creation, and the correlation between content quality and performance, emphasizing that original research and collaborative formats yield better results.
A collection of recommended books for content marketers is shared, highlighting key titles such as "Epic Content Marketing" by Joe Pulizzi and "Content Mapping" by Henry Adaso. The author also mentions their upcoming book addressing common B2B content marketing mistakes, along with endorsements from others in the field.
Rhonda Hughes discusses her approach to transforming enterprise content teams from order-takers to strategic partners, emphasizing the importance of creating value, leveraging data, and fostering a culture of experimentation. She shares practical strategies for effective content operations, including building internal content libraries and focusing on genuine audience needs rather than just producing more content.
Differentiation is essential for effective content marketing, as generic qualities like "great customer service" do not set a brand apart. To establish true differentiators, businesses should engage cross-functional teams in workshops to identify unique attributes and integrate them into all content strategies, enhancing brand identity and market positioning.
The article discusses key insights from NetLine's 2025 B2B Consumption Report, highlighting trends in content consumption among business professionals. It emphasizes the importance of understanding audience preferences and adapting marketing strategies accordingly to enhance engagement and conversion rates.
The playbook offers practical strategies derived from the AI & content season of the Animalz podcast, focusing on ten actionable plays that help integrate AI into content marketing effectively. It emphasizes simple techniques like using AI for prompt creation, voice recording for drafting, and establishing guardrails to ensure content consistency, ultimately aiming to enhance productivity and maintain originality in content creation.
A lead magnet is an effective tool for growing an email list by offering valuable content in exchange for contact information. To create a successful lead magnet, keep it concise, focused on a specific problem, and easy to consume. Promotion strategies include linking to the lead magnet in bios, direct messaging new followers, and using comments to engage potential subscribers while directing them to a landing page for higher conversion rates.
Five B2B marketing campaigns generated over 5,000 leads, showcasing their respective performance metrics and lessons learned. The campaigns ranged from assessments to cheat sheets, emphasizing the importance of high-quality content and strategic promotion in driving leads. Overall, the agency achieved significant pipeline growth through these initiatives.
The top-performing LinkedIn ad by Jess Cook utilizes a clever two-line hook, a clear headline addressing a major pain point, and engaging visuals including a screenshot of the app's result. Additionally, it features a unique mascot to enhance brand personality and a non-traditional CTA that ties all elements together while leveraging the targeting capabilities of their product, Vector. Each component of the ad is purposefully designed to maximize engagement and conversion rates.
Calling a blog a "blog" carries a negative connotation today, as many perceive it to be low-value content. To engage readers, content should be branded more like a publication, emphasizing unique insights and value over generic offerings. The discussion highlights the importance of creating meaningful content that stands out in a crowded digital landscape.
High-growth B2B companies should implement a structured content motion that includes selecting subject matter experts (SMEs), conducting interviews, creating long-form playbooks, and distributing content through newsletters and social media. This process aims to establish trust and drive customer engagement by providing valuable insights tailored to the ideal customer profile (ICP). Adjustments based on performance metrics will enhance the effectiveness of this content strategy over time.
Banning the traditional content-first approach, a marketing leader emphasizes that distribution must be the primary focus in content creation. By prioritizing how content will reach the audience and addressing their needs, teams can ensure their efforts are effective and avoid producing content that fails to engage. The article advocates for integrating distribution strategy from the outset to drive meaningful engagement and results.
Writing must cater to the busy reader's needs, as the Internet evolves towards AI-generated content that summarizes information for quick consumption. Traditional content marketing strategies may become obsolete, requiring a shift towards formats that allow machines to easily digest and interpret the information. Embracing this change is essential as content generation increasingly occurs in real-time, tailored to specific queries.
The rise of AI Overviews has led to a phenomenon termed "The Great Decoupling," where impressions for top-ranking content are increasing while clicks are decreasing. This shift is attributed to the ability of AI Overviews to provide users with answers directly on the search results page, resulting in fewer users clicking through to original content. Despite declining click rates, visits from AI search are proving to convert significantly better, indicating a need to adjust content marketing strategies.
Lauren Everitt discusses Okta's innovative approach to content creation by establishing a lean newsroom within the communications team, emphasizing second-day analysis over breaking news. The team leverages AI for research and outlining while maintaining human oversight for voice and judgment, focusing on storytelling that aids decision-making for CISOs and CIOs.
LLMs utilize content from platforms like Reddit and LinkedIn to make recommendations, highlighting the importance of social media interactions in search optimization. Effective strategies include creating engaging lists or reviews, using AI for post editing, encouraging customer feedback, and focusing on comment engagement to enhance visibility in LLM outputs. Adapting to these new dynamics is crucial for businesses aiming to improve their search presence.
Levels Health has transformed continuous glucose monitoring from a diabetes management tool into a popular lifestyle accessory for health-conscious individuals. By focusing on education and community building rather than traditional marketing tactics, Levels has successfully engaged a demographic interested in optimizing their health through real-time data and personal insights. Their strategy emphasizes trust and understanding over direct sales, creating a unique business model that prioritizes value and education.
Brands are increasingly leveraging newsletters as a strategic tool to engage their audiences directly and build community. Companies like Substack, Madewell, American Eagle, and Tory Burch are experimenting with unique content strategies and personalized approaches to enhance customer loyalty and drive sales through this medium. The trend reflects a shift towards more authentic and direct communication between brands and consumers.
Ahrefs has successfully leveraged its own platform as a living case study to optimize its visibility in AI search, transforming internal experiments into public insights that drive both content marketing and product development. By sharing their findings openly, they establish credibility and create a feedback loop where research informs features and vice versa, solidifying their position as leaders in AI search optimization.
Internal input is crucial for effective content creation, yet many non-content marketers feel underutilized in the process. Jess Cook shares strategies on how to engage colleagues, build relationships, and demonstrate the value of their contributions to foster a collaborative content environment. Emphasizing clear communication and recognition, she outlines best practices for involving non-marketers in content development.
In a fast-paced digital environment, clarity is essential for engaging readers quickly and effectively. Clever writing may impress peers but often fails to capture attention, leading to confusion. Techniques for enhancing clarity include front-loading value, simplifying sentences, and eliminating unnecessary words.
Marketers can enhance their output and impact by leveraging customer-generated content, utilizing AI tools, and focusing efforts on a single platform. Regular content audits, investment in technology, and strategic partnerships with agencies can also streamline processes and improve efficiency. Ultimately, working smarter rather than harder is key to success in a resource-constrained environment.
Kay-Kay Clapp, Head of Content & Social at Typeform, emphasizes the importance of clarity and audience engagement in enterprise content creation. She advocates for combining operational discipline with creative empathy, using customer feedback to drive content ideas, and focusing on building a loyal audience rather than chasing vanity metrics. Her insights provide a practical framework for balancing efficiency and creativity in large-scale content operations.
A cybersecurity firm transformed its marketing strategy by focusing on thought leadership and customer insights, leading to significant growth in their pipeline and social media presence. By conducting customer research, creating targeted content, and optimizing distribution, they demonstrated that effective content marketing requires strategic planning and leveraging existing materials rather than just creating new content.
The article analyzes the impact of Forbes Advisor's content strategies and their effectiveness in driving user engagement and traffic. It highlights key metrics and insights into how their approach to content marketing and SEO has influenced their online presence. Additionally, it discusses the implications for businesses looking to enhance their own content strategies.
The article discusses the concept of Content as a Service (CaaS) as a strategic framework that aligns marketing efforts with overall business objectives. By utilizing CaaS, organizations can enhance content delivery, improve audience engagement, and streamline operations, ultimately driving better results for their marketing strategies.
Interactive content invites direct engagement from users, enhancing the effectiveness of content marketing strategies. It can significantly increase audience engagement, lead generation, and brand retention while providing valuable consumer data. Various types of interactive content, such as quizzes, polls, and calculators, offer innovative ways for brands to connect with their audience and stand out in a crowded digital landscape.
The article discusses effective strategies for B2B lead generation through SEO, emphasizing the importance of optimizing content for search engines to attract potential clients. It covers techniques such as keyword research, creating valuable content, and improving website structure to enhance visibility and conversion rates.
Demand capture focuses on providing solution-oriented content for problem-aware customers, while demand generation targets solution-adjacent content for those who are not yet aware of their problems. The piece emphasizes the importance of addressing both aspects to effectively reach customers at different stages in their buying journey. Ultimately, it advocates for a balanced approach to content marketing that recognizes the nuances between various buyer awareness levels.
After nine years in content marketing, the author argues that traditional blogging is no longer effective for establishing authority. Instead, they suggest that distribution is key, recommending a strategy that starts with LinkedIn posts to test ideas before scaling successful content into longer formats like newsletters and blogs.
The author shares a new LinkedIn Ads strategy called Ungated Lead Gen for 2025, which involves creating valuable PDF documents that solve audience problems without requiring contact details. This approach builds trust and increases engagement, ultimately leading to higher brand awareness and closed deals, as it allows prospects to consume content freely before encountering a call-to-action.
Many brands overcomplicate their content marketing efforts, leading to ineffective strategies. The 3x5 Framework simplifies this process by focusing on three key goals, buyer profiles, themes, distribution channels, and metrics, allowing small B2B teams to create purposeful content without overwhelming complexity.
To effectively engage your audience on social media, focus on sharing personal stories, professional experiences, and valuable insights rather than stressing over timing or content calendars. Consistency and relevance are key, as people connect more with genuine narratives that build trust and emotional connections. Emphasizing the importance of authenticity over algorithm-chasing, the author encourages embracing your unique journey to resonate with your audience.
A successful marketing strategy begins with strong product marketing at its core, which informs effective content and growth marketing. Companies that prioritize understanding their customers and clearly articulate their value proposition create differentiated content that resonates, while those that focus on content and growth marketing first often fail to generate meaningful traffic and engagement. Establishing a solid product marketing foundation is essential for a sustainable go-to-market system.
Community engagement can significantly enhance SEO efforts by fostering relationships, generating backlinks, and improving brand visibility. By actively participating in online communities, businesses can not only build trust but also attract a loyal audience that contributes to their overall success. Creating valuable content and sharing it within these communities can lead to increased traffic and higher search engine rankings.
The author critiques the traditional TOFU/MOFU/BOFU content framework, advocating for a simpler approach where TOFU content focuses on 'what is' while MOFU and BOFU content emphasize 'how to' and 'how WE.' They suggest that businesses should allocate 20% to TOFU and 40% each to MOFU and BOFU to better address buyer needs and differentiate themselves, especially as AI content becomes more prevalent.
The article discusses the significance of influencer nodes in B2B content marketing, highlighting how they can amplify brand messaging and establish credibility within specific industries. It emphasizes the importance of identifying and engaging with key influencers to effectively reach target audiences and enhance marketing strategies.
In the next decade, the relevance of educational blog content in marketing is predicted to diminish significantly as AI-driven tools and LLMs will provide personalized information in more convenient formats. While the decline of generic content is expected, there's an ongoing debate about the lasting value of high-quality, thought-provoking content and the continued need for human input, especially in specialized fields. The marketing landscape will evolve, cycling through different strategies as businesses adapt to these changes.
Identify opportunities for creating YouTube SEO videos by analyzing blog posts that rank between 3-10 in search results. If a blog post is gaining traction and related videos appear in search results, it's a great chance to produce a video, utilizing the blog's content as a basis. Enhance video effectiveness by including key takeaways, eye-catching thumbnails, YouTube chapters, and strategic keywords.
Brands are rapidly diversifying their strategies to recover from declining organic traffic due to Google's AI search features, which have led to lower click-through rates and engagement. With a focus on thought leadership and selective content gating, companies like Seer Interactive and GetLatka are shifting priorities from traditional SEO to building direct audience relationships and controlling their content distribution.
AI can enhance content production, but it requires a well-structured workflow, human oversight, and strategic planning to be effective. Companies must decide whether to build these capabilities in-house or partner with experts to avoid pitfalls and ensure quality. A successful AI content strategy involves managing increased complexity and maintaining editorial standards.
Kate Pluth discusses the impact of AI on content marketing, emphasizing the need for agile content strategies that leverage data-driven insights and automation. As the former head of content strategy at Dropbox, she shares her approach to scaling content production while maintaining quality, including the use of digital listening tools and an automated content calendar.
AI is significantly transforming search dynamics, as evidenced by 81 statistics that illustrate how AI search platforms differ from traditional Google results and the impact on traffic and content visibility. Key trends include a shift towards fresher content and the increasing role of AI-generated content in SEO strategies, with tools like ChatGPT driving substantial changes in referral traffic and user behavior.
The article critiques the emerging role of the content engineer, arguing that while this role focuses on automating content production using generative AI, it detracts from the need for creativity and quality in content marketing. It emphasizes that as AI becomes more accessible, the focus should shift towards original content strategies that yield significant results rather than relying on scaled content that has diminishing returns.
Successful copywriting is about clarity and conversion rather than eloquence. To improve as a copywriter, one should understand customers' pain points, learn from competitors, create a swipe file, establish a writing process, and practice writing consistently. These strategies help enhance the effectiveness of copy in generating revenue.
Marina Panova shares a powerful guide that outlines a system for generating leads and converting sales on LinkedIn, emphasizing the importance of trust over mere value in posts. The guide includes 16 steps for creating effective messaging, content, and offers that resonate with clients and drive growth. She encourages others to adopt this approach and offers her expertise to a limited number of clients before taking a break for summer.
Most B2B content fails to stand out because it lacks a clear point of view and simply explains concepts without taking a stance. Utilizing contrast in messaging can help brands capture attention, build memorability, and challenge audiences, ultimately leading to more impactful content. Incorporating unique insights and perspectives is essential for effective communication in the crowded B2B landscape.
Heike Young shares insights from her year-long experience developing an employee-generated content (EGC) program at Microsoft, aimed at leveraging passionate employees as brand advocates. The program emphasizes giving employees creative freedom, providing tools for video production, and aligning content with marketing strategies, resulting in significantly increased LinkedIn engagement and brand visibility.
Ahrefs exemplifies a radical generosity approach in SaaS marketing by focusing on creating valuable media and free tools rather than traditional marketing tactics. This strategy fosters organic customer acquisition and builds long-term trust, ultimately leading to product adoption and revenue growth without aggressive sales tactics.
The article discusses emerging trends in link building, focusing on the importance of quality content, the rise of digital PR, and the integration of social media strategies. It emphasizes adapting to algorithm changes and the need for authentic relationships in securing valuable backlinks. The piece provides insights for marketers looking to enhance their link-building efforts in a competitive online landscape.
AI now prioritizes recency and freshness over traditional credibility in content, requiring marketers to actively update their material to maintain visibility and performance. While the concept of "evergreen" content remains relevant, it is essential to present it in a way that signals freshness, prompting a shift in how content should be labeled and maintained. Marketers who update their content quickly are more likely to capture the attention of algorithms.
The article discusses strategies for creating "snackable" content that is easily digestible for readers. It emphasizes the importance of brevity, clarity, and engaging visuals to capture attention in a fast-paced digital environment. Practical tips are provided to enhance the appeal and effectiveness of online content.
Research analyzing 600,000 webpages reveals that Google does not actively punish or reward AI-generated content, with over 86% of top-ranking pages containing some AI assistance. A slight preference for minimal AI use is noted among the highest-ranking pages, but overall, Google prioritizes content quality and helpfulness to users over its generation method. Content creators are encouraged to leverage AI as a tool rather than relying solely on it for content creation.
Ahrefs' new AI content detector analyzed 900,000 web pages and found that 71.7% contained a mix of AI-generated and human content, highlighting the growing prevalence of AI in content creation. Nearly 87% of surveyed content marketers reported using AI tools, indicating that generative AI is becoming standard practice in the industry. The article also emphasizes the limitations of AI content detection tools while promoting Ahrefs' upcoming AI content detection features.
Wynter has developed a dedicated page for AI agents and LLMs to easily access verified information about their products, emphasizing the importance of accurate representation in AI-generated content. Despite its potential benefits, initial tests indicate that LLMs may not effectively reference this page, suggesting that traditional SEO practices remain vital for visibility and understanding. The article highlights best practices for creating such a page to enhance AI interactions and brand awareness.
Jennifer Clark, the Content Marketing Lead at Zoom, emphasizes the need to view content as a revenue driver rather than a cost center. By implementing a pod model that integrates product marketing, demand generation, and content, her small team produced 300 assets last year and successfully tracked conversions to demonstrate content's impact on revenue. This innovative approach, along with the use of AI tools, fosters collaboration and efficient content production, challenging traditional views of enterprise content marketing.
AI is widely used in content marketing, with 87% of companies leveraging it to create content, resulting in a 42% increase in monthly publishing frequency. ChatGPT is the most popular tool among users, while most companies edit AI-generated content for accuracy, indicating a hybrid approach to content creation that combines human creativity with AI efficiency.
Traditional TOFU–MOFU–BOFU frameworks limit growth by assuming buyers follow a linear path through content stages. Instead, marketers should focus on creating content that builds mental availability and remains memorable when potential buyers experience pain, ultimately shifting to a model that emphasizes a "marketing waiting room" and a "sales room" approach. This change allows for a more realistic understanding of buyer behavior and improves overall engagement and conversion.
Learn how to create effective LinkedIn content that converts prospects into qualified leads using a strategic approach. The article outlines a proven formula that includes identifying niche problems, crafting problem-symptom-solution sequences, and utilizing targeted language to resonate with your audience.
Websites utilizing AI-generated content experienced a 5% faster growth rate compared to those relying solely on human content, despite a majority of respondents believing human-written content is of better quality. Concerns around accuracy and misinformation are prevalent among non-users, yet AI content was shown to be less impacted by Google algorithm updates. Expert opinions suggest that while AI can enhance productivity, it should complement rather than replace human creativity in content creation.
To write effective copy, it's essential to engage in a mental warm-up by asking a series of strategic questions that help clarify the product's value and connect with the audience. This process, likened to stretching before a game, fosters creativity and insight, ultimately leading to compelling content. The author highlights the importance of asking great questions as a unique quality of exceptional content marketers.
Marketers are misinterpreting Gen Z's relationship with brands, believing they are not loyal and dislike advertising. However, CMOs emphasize the importance of creating engaging content and establishing authentic dialogues with this demographic, which values community and meaningful interactions over traditional advertising methods. Strategies that resonate culturally and tap into existing online communities are crucial for connecting with Gen Z consumers.
Research indicates that Google’s AI Overviews tend to cite AI-generated content more frequently than human-written content, with 87.8% of cited pages being at least AI-assisted. The study reveals a growing bias towards AI content in Google's citations, reflecting a broader trend in which a significant portion of new webpages incorporate AI-generated content. This phenomenon suggests an emerging ecosystem where AI-generated and AI-assisted content is increasingly prevalent.
Consistent posting in content marketing is often overrated, as simply increasing quantity does not lead to engagement if the content lacks substance. To truly capture audience interest, creators must focus on developing a strong point of view and adhere to essential positioning pillars that differentiate their content from the competition.