Content (Page 22)

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Last week, Facebook made a big announcement: the release of their new Instant Articles feature. It allows publishers to create and distribute mixed-media articles in a self-contained Facebook “capsule,” while promising mobile app users a more visually interesting reading experience that loads significantly faster that articles have previously.

In response, my HubSpot colleague Kipp Bodnar wrote a blog post concluding that Instant Articles is bad for marketers. But I think he’s missing the point.

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Businesses pump out content at a staggering rate these days — and as that volume increases, more inconsistencies are bound to creep in. Whether due to lack of clarity about the style in which you’d like to write or disjointed communication across the multitude of content creators in your organization, failure to decide upon and document accepted editorial guidelines is a recipe for inconsistent messaging.

That’s why at some point, most companies accept that they’ll need to develop a writing style guide: a document that indicates the basic rules of writing we’ll all agree to follow (like whether I should’ve capitalized the “a” after the colon in this sentence).

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What’s the best length for landing page forms? Would a shorter form increase submissions while retaining quality, or are longer forms better?

These exact questions have been at the center of a hotly contested debate that’s been raging on since 2009. In fact, the popular website WhichTestWon that catalogs A/B tests, has 40+ tests on forms alone.

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Today, succeeding in inbound marketing means putting content at the heart of your communications strategy.

This is no secret, of course. Content marketing is now a well-established technique and the space has become pretty competitive. So, the question is, how do you invest wisely in content marketing to improve your capabilities so that you can compete and stand out from the noise?

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When Facebook recently launched Instant Articles, the internet and publishing community was buzzing.

Publishers were excited — by hosting their own articles within Facebook but still displaying their own ads, they could generate more traffic and attention from the Facebook community. Users were also excited — Instant Articles are much faster and more interactive than typical mobile websites.

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“A picture is worth a thousand words.”

We’ve all heard this saying before, and to marketers, it’s becoming increasingly true. Images can help businesses suceed — tweets with images result in 18% more clicks, and 17% of marketers are planning to increase their use of visual assets in 2015.

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In Velocity’s latest SlideShare, “Insane Honesty in Content Marketing,” we argue for a little-used but hugely powerful strategy: taking the worst attributes of your company, product or service … and highlighting them for all to see.

I really, really, REALLY believe in this approach and I’m amazed more brands don’t practice it. 

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Content marketing is nothing new to marketers all over the world. Many of us know it’s the fuel that drives many of the key inbound marketing techniques across web, search, social, and email marketing. But because content has become a well-established part of global companies’ overall marketing strategies, the online content space is becoming more and more competitive.

To get ahead and stand out, the key is knowing where in your content strategy to invest.

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Every time you create the content for a direct response campaign, a landing page, an advertisement, or a sales email, you want the copy to be powerful enough to convert visitors to sales. You want the words to roll out of your keyboard in an unending symphony of, ultimately, higher sales.

But writing copy for these marketing assets can be hard.

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Blogging every day clarifies my thoughts — it helps me notice things. It’s one of the most important practices of my profession.” – Seth Godin [Click to Tweet]

Seth Godin is a busy guy. 

He’s considered to be one of the best marketers on the planet. He’s an entrepreneur, speaker, and author of over 20 books. Oh, and he still finds the time to blog every single day.

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“Today, getting people to hear your story on social media, and then act on it, requires using a platform’s native language, paying attention to context, understanding the nuances and subtle differences that make each platform unique, and adapting your content to match,” explains social media entrepreneur, Gary Vaynerchuk.

He couldn’t be more right. 

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Creating content isn’t always a walk in the park. (In fact, it can sometimes feel more like a sprint in a swamp.)

While other parts of business and marketing are becoming increasingly automated, content creation is still a very manual job. Automation hasn’t yet replaced what we do (thank goodness).  

That being said, there are plenty of tools out there to make creating content much easier. 

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After writing several thousand blog posts and articles, I’ve learned something about writing: It’s not just what I write that’s important; it’s also what I don’t write.

There are some things you should simply not write. I’m not referring to well-placed curse words or salacious stories. There’s a time and place for everything — except the following five awful writing habits.

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