Tag: content marketing strategy

Upgrade Your Content Marketing Strategy with Content Experience
‘Content is king’ is a phrase that every digital marketer and brand manager might have read umpteen times. But do you know that this phrase was introduced by Bill Gates?

In 1996, the Founder of Microsoft wrote an essay titled ‘Content is King’ where he talked about the internet being the future marketplace for content. It has been more than two decades since then, and we can all agree that this prophecy turned out true in every way possible.

Content is now at the heart of each of our digital marketing initiative. But while content probably will always be the king, it also goes through innovations and upgrades like all the other aspects of the digital landscape.

‘Content experience’ is the new buzzword in the content marketing industry. What is content experience? How can it boost your content strategy? Have a look-

What is Content Experience?

Modern consumers now live in a digital world that is ruled by the likes of Netflix and Spotify. These digital platforms take pride in their ability to provide personalized content experiences to their users. Once consumers get the taste of this personalization, they then expect the same from every platform or brand they deal with. In a nutshell, this is what content experience is all about.

It is the process of contextualizing and personalizing your content to better match the wants, needs, likes, and dislikes of the audience. No matter how a particular individual experiences or engages with your brand, there should be a level of uniformity and personalization.

From website content, social media posts, newsletters, videos to even packaging instructions, every possible way in which any kind of content is consumed should be part of the overall content experience.

How Does Content Experience Help?

Here are some of the ways in which content experience can boost your content strategy-
- Improved SEO Reach
Over the years, Google has upgraded its search algorithm in a way that it can now provide accurate answers to actual conversational user queries and not only technical keywords. Furthermore, increased usage of voice assistance has significantly contributed to this progress. With content experience, your brand could have a voice that is relatable to your target audience.

In other words, your content would be able to answer conversational queries of the audience, ultimately resulting in higher search engine rankings. Improved SEO reach and higher search engine ranking can also convert into more website traffic and sales.
- Better Brand Authority
Gone are the days when basic product demos were adequate to encourage people to buy your products or services. B2C and B2B consumers now prefer purchasing products that have plenty of information available about them on the internet. For instance, according to a report on Inc.com, 91% of the people regularly or occasionally read online reviews.

If someone wanting to purchase your product or service is unable to find your reviews on the internet, it is very much possible that you might end up losing the customer to a competitor who does. In other words, content experience helps your brand build authority and have valuable information available on the internet, which is now vital for the consumers.
- Improved ROI
Last but not least, content experience can also make a world of difference to your bottom line. According to an E-Consultancy report, 80% of the companies that implemented personalization reported improved sales volume.

Another research by Clickz suggests that companies that use advanced personalization report returns of up to $20 for every $1 they spend. These stats clearly emphasize the vital role that content experience can have on your bottom line. If done correctly, this content marketing strategy can significantly boost your business growth.

Content Experience- The New Way to Market Content Online

Modern consumers want to be informed, entertained, and engaged. In simple words, they now look for an experience that can make their purchase journey rewarding and delightful. Providing content experience is a strategy that checks all the right boxes when it comes to satisfying modern consumers.

With personalization only expected to get more important for consumers in the future, this can be the right time for marketers and brands to start working on a content experience strategy as it could deliver lasting results.
January 29, 2021
Content Accuracy is Not Yet a Google Ranking Factor

Content accuracy has always been a point of contention among SEO experts, webmasters and content strategists. While some firmly believe that content accuracy plays a role in determining page rankings, others are on the opposite side of the camp, stating that accuracy is not a ranking factor.

Recently, this debate cropped up again on Twitter. Danny Sullivan, a veteran journalist who founded Search Engine Land and later joined Alphabet in 2017 as a public liaison for search, was posed this query.

One of Sullivan’s Twitter followers asked him the following question, “How does Google handle content accuracy?” In response, Sullivan tweeted from his personal account saying that Google’s machines are not yet sophisticated to identify the accuracy of the content. Rather, their machines and algorithms rely on signals for topic relevance and authority, to decide the ranking of the content.

Here’s the Twitter reply from Danny Sullivan:

Image via Twitter

Content Authority not be confused with Popularity

In continuation with the conversation on Twitter, Sullivan was further asked whether content authority meant content popularity. He responded, saying that content authority should not be mistaken for popularity, as popularity will have no place for new queries that constitute nearly 15% of Google’s daily search volume. Also, content popularity is too simple a signal, and Google doesn’t rely on it to rank web pages.

The Emphasis on Content Authority by Google

In April 2017, Google announced the launch of Project Owl to improve the quality of search results. This project stressed more on authoritative content that enjoyed better ranking. Additionally, this project allowed users to send their feedback to Google regarding its auto-complete search suggestions and the featured snipped answers that were listed on the first page of search engine rankings.

This was Google’s first step to combat the spread of fake news and misinformation on the internet. In November of 2017, Google, along with Facebook, Twitter, and Bing, agreed to use the trust indicators of The Trust Project to aid the prevention of spreading of misinformation and fake news.

Earlier this month, Google updated its Search Quality Rater Guidelines with an aim to vet out news sources as well as creators of YMYL (Your Money Your Life) content. These guidelines have been modified to allow raters to provide content that has the potential to spread hate, the lowest ratings.

The Debate Continues on Twitter

Sullivan’s reply sparked plenty of replies with some users disagreeing with his answer and some agreeing to it. Some stated that today, machine learning tools could assign levels of accuracy to content. Machine learning can assess the accuracy of almost all content that doesn’t relate to personal experience.

However, others thanked Sullivan for clarifying the issue that content accuracy is not a ranking factor as of now.

What’s the Takeaway?

There’s no doubt that content accuracy plays a crucial role in determining its impact on the end-user. However, content accuracy is not one of the top Google ranking factors. Page authority and relevance are likely the top two signals that Google’s algorithms use to rank content.

September 20, 2019
6 Ways To Find Inspiration For Content Creation
Like newspapers help to disseminate information from all across the world, websites and blogs are the virtual windows that open up to us and broadcast data. For this very reason, there is a huge requirement to churn out creative content and incessantly be updated to appeal the masses. It is quite a challenge for content creators and marketers to keep the audience regaled with posts, when there is a time crunch or zero inspiration to produce content.

But with time, content creators have managed to compile different websites, blogs and news and news aggregators that could inspire you to write for your next post. Let’s have a look at some these sources of inspiration.

Social media and trending themes:
- Facebook and twitter:
Social media platforms have always been a hub for sourcing content for marketing. Be it posts on Facebook to trending items on twitter, developers are aware of the goings-on of the surrounding and their latest movement. Now you can save posts on Facebook to later use it for creating content, favorite a tweet on twitter and follow the latest trend in the industry. Twitter also helps you analyze what celebrities, entertainment media, competitors are writing about. Chats and likes on twitter also give you an insight of the discussion that people are having, whether it is a celeb war or popular news item.
- LinkedIn and Pinterest:
Websites like Pinterest and LinkedIn should not be ignored when scouring for your next hot topic. Pinterest’s board pinned with interests that people garner and nurture, could be the best place to get a perspective of what the audience thinks. LinkedIn’s pulse attracts many people posting topics of varied interests that everyone can be a part off. You can educate yourself with these topics pertaining to the corporate sector that can help you write an interesting worthwhile read.
- Q&A
Well, you have faint idea of a topic in mind and want a firsthand information of what people think about it?Simple,ask Quora or yahoo answers. You can get inspiration from the hordes of responses that people provide and participate in popular community discussions to enhance your search for exciting content.
- Feed aggregators
News aggregators have been quite helpful for creating content although they may be not the best choice for daily usage, they sure are good enough sources to scour for content. Google alerts do the job best by compiling all the trends during the day, and allow us to discover interesting content according to the terms we’re choosing to monitor. Google trends and analytics offer insights on the most popular topic, that allows you to compare 5 terms and evaluate their popularity.
- Visual search
Sites likes Imgur and Giphy are best if you are searching for visual content to inspire you for your next post. Imgur shows popular images that could help in making memes that could be a part of your next marketing strategy. While Giphy can be used to support your social media campaign and also an interesting site to know what’ trending in the world.
- Analyze your content and listen to the audience
You might be looking everywhere for inspiration, but that single idea for your next viral post can be something that you already know, but implementation is the key. Analyzing your previous content is crucial to understand the acceptability rate of the consumer. Using Google analysis will help you learn more about content and the audience. Getting regular feedback from the consumer is another great way of learning from the past posts and incorporating that in the future.

Some few tips that can help marketers looking for content inspiration:
- Extensive reading and browsing
- Writing down topics that inspire you
- Going back to the written down titles and analyze them
- Searching for relevant resources that inspire you to re-read the topics
- Cutting off from the webpages and start writing
April 19, 2016
Factors to take into consideration for creating a content marketing framework – Part 2
Our previous blog spoke about the basic metrics you can use while preparing a content marketing framework. We need you remember that, it is not just the idea, but also the way an idea is being promoted, matters.

Distribution channels play an important role, when it comes to content marketing. The Content Marketing World event #CMWorld 2015 saw some amazing insights from global content marketing experts. One such is that of Jay Acunzo from NextView that talks about the importance of content distribution.

“IF A PIECE OF YOUR CONTENT IS SUCCESSFUL, DON’T DO MORE LIKE IT. DO MORE WITH IT.” – Jay Acunzo, VP of Platform, NextView Ventures. (Source: Trackmaven)

So here we are sharing about the importance of channels. There are three types of content – owned, earned and paid. Here is why channels are important.

CHANNEL: Share your stories through the right channels

Once you are ready with the stories to share with the world, identifying the right channel partners is equally important. As much as emphasize is put on creating boundless stories, it is essential to understand how and through what your audience is consuming the content.

A channel plan should be built in order to streamline the broadcast information to the target audience. Following are the few steps to adhere to, to establish a channel plan:
- Due diligence of all channel partners identifying one that is the most effective.
- Establishing objectives for each channels, and how it can be supported mutually
- Editorial calendar planning must begin at this stage
Once the channel plan has been established, it has to be re-evaluated over the course of time to meet the demands of an evolving brand. Co-ordination among team members is essential to get the editorial plan in action with insights from every team member. Performance and metrics should be identified around each channel partner. Measurement goals have to be clearly defined around each target audience within each channel e.g.: Fan numbers vs. traffic numbers vs. clicks etc.

Check out this B2B framework developed by Clement Vouillon. It will give you a greater understanding on how to distribute content.

PROCESS: Execution is the key

Creating a story, identifying the audience and making a channel plan is just the pre-requisite to any content marketing plan. The most crucial element is transforming these plans into action. Establishing your process will take place in 4 steps:
- Create and manage
- Optimize, aggregate and curate
- Converse and listen
- Measure and learn
Identifying high energy individuals to execute these aforementioned tasks is equally important as making them. This means establishing roles and responsibilities, gathering implementers, creating guidelines and schedules. This set-up is all worth it because your stories deserve the best. During the process of executing these steps, there will be several questions harboring in one’s mind. These questions need to be addressed immediately.
- Who does what?
- The kind of style and writing guidelines?
- Effective time slots for posting content?
- Reaching out to the community through different channel partners?
An important aspect of this is the costing that goes into creating content. An earlier post by us will give you a clear detail about it. You can read it here.

The process you use to execute your content marketing plan will be unique and will define your own terms. It is your own story that makes it different and stronger than others.

CONVERSATION: Connect with the audience

The execution plan remains incomplete, in spite of creating a robust content, assigning the best team and implementing the best processes. The one key element that needs to be nurtured is the connection with the target audience. Creating a bond or connection with the consumers is an important goal for content creators and the team. A meaningful conversation must take place to disperse your story and touch many hearts. Creating content has naturally been one-sided, wherein you know what you want to convey to the consumers because that is more or less the story they want to hear.

Your story is presently a discussion that needs a group of people to react. Be the pioneer in your industry to create conversations and connect with the audience. In any case, “The initial step is to build up listening post and understand where discussions are happening. Then, be honest: Do you have the capacity to react to all discussions as they happen, in straightforward, in an unbiased manner? The procedure of setting up listening posts, also adding to a technique for reacting to discussions, can be to a great degree overpowering to organizations, particularly with plenty of discussions that occur on the web not grabbed by Google Alerts.

Establish the conversations you want and that you can involved with. Listen to what the audience are saying and decide how you want to respond to them all.

LogicSpeak: These parameters will help draw a content marketing strategy that can be fairly successful. However, while preparing the strategy one can keep the process flexible and chose what will work for their brand.
April 5, 2016
Factors to take into consideration for creating a content marketing framework-Part 1
Content marketing is one of the most important and vital elements for B2B marketers. It is a pre-requisite for any kind of business to flourish and help reach out to the target audience. A study done by the ‘Content marketing Institute’ established, that a huge chunk of marketing experts swear by their homegrown strategies and promoting techniques, however just a third have reported to have a documented methodology for their work. Let’s look at fixing that.

Content promoting techniques that are created for various different brands are a result of extensive efforts and creativity. In a nutshell, it takes about 60 days to craft valuable content to showcase a brand to the world. Based on the seven stages excerpted from a presentation by ‘Convince and Convert’, it will help you to take your own substance elevating plan to a higher level of achievement.

Let’s get an understanding of the framework that helps in content marketing

PLAN: To determine the objective

Before you begin creating content, there are a multitude of questions one needs to answer, and this very answer will form the framework and basis of content marketing. Planning can be done in many ways depending upon where one has progressed in their business; it can be as simple as creating a mission statement or redefining their business goals for veterans who have been in for a long haul. ‘Strategizing’ or ‘planning’ forms a crucial first step on any platform for content marketing
- What is your organization perched to bring about?
- What is your organization best at providing?
- Why are you doing this at all? What is content going to do for your organization? Create awareness? Generate leads? Improve loyalty and retention?
In order to understand the business goals, answers to the above questions must be sought. Planning should be incessant, to optimize the marketing programs.

AUDIENCE: Defining the target population

As it is important to introspect and assess the growth of the business, it is also imperative to reach out to the right audience. Creating content for the right public can usher the business to higher realms. Content needs will transform over the time with internal shareholders, who create content and the audience that are at the receiving end. Both these participants have to grow together to create and assimilate content for a greater marketing potential.

Fundamental questions like, who are we talking to?

And what are the characteristic traits of those individuals needs to be acknowledged during this stage ofthe content marketing framework.

STORY: Give yourself permission to make the story BIGGER

Story-telling is not a strategy or a technical approach to grow your business. It is a form of communication that directly connects the larger audience with the organization. The story of how the company was formed and the efforts that were required should resonate in the minds of the audience.

Getting a perspective of who you see yourself as and whom you are trying to reach, will be void if one cannot clearly identify and disseminate their story. You can check out this detailed blogpost by us on AXA #CommercialSense which talks about creating interactive content and making the story a bigger reason for the audience to engage with your content.

Our next post will talk about the other metrics that will help you understand other factors that are necessary while preparing a content marketing framework. Meanwhile, you can check out other content marketing posts here.
March 29, 2016
Effective Tips To Get Highest ROI From Your Content Marketing Strategy – Part1
It’s been some time now and across most debates and discussions relating to online marketing, Google updates and more, the term Content Marketing has emerged to be in the forefront. Today, every other company chooses to implement unique marketing strategies to establish themselves as experts in the industry. To achieve this objective content marketing comes as a handy tool to increase the company’s credibility, shorten the sales cycle, create thought leadership by educating customers and building relationships.

Content Marketing involves use of various written and audio-video content to market your product or services in a much more effective manner with the intent of increasing sales and ROI. Considering today’s evolving online market scenario, you can opt for –

Blogs, webzine or articles in print, videos, podcasts, webinars, speeches, workshops, interviews, infographics, white paper, case studies, newsletters, ebooks and much more. In fact, a balance of both offline and online content is desirable for better outreach.

Taking this to the next level, you must be clear about – what to publish, how to publish, where to publish, frequency of publication for effectively marketing your content and your business. Whilst planning, consider content marketing to act as a communication channel which permits you as a business owner to interact with your clients and other way round. Not only are you supposed to promote and market your product/service but also offer customer service and support.

On saying this, content marketing requires you to be a perfectionist of sorts especially when offering
- New product/service information – Offer genuine/authentic information
- After sales advice and support – Be prompt and capable of handling all sorts of customer issues related to sales or functionalities
- Customer Engagement – Be responsive in acknowledging customer feedback, posts on social media channels. Believe us it works!!
The preferred channels which have been tried, tested and delivered wonderful results are –

Get traffic via Blog – Considered as an informational site with customized themes and more, blog is known to be a preferred source of dissemination of information to the customers. Thereby leading to high traffic and high search visibility which implies increase in SEO rankings of the blog and site linked to it.

Keeping this is mind, blogging frequently about your products, services, appreciations and latest updates could help you to enjoy desired traffic. However, be careful not to overdo it. Instead, maintain a target of uploading two – three blogs on a weekly basis which could serve the purpose. Take this ahead by sharing the posts through the social media; this could work towards brand recognition and even enhance your online reputation.
December 12, 2015

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