Tired: Content focused on SEO goals
Wired: Content that powers your entire marketing strategy
Here's why…
(That’s right, a thread!) 🧵 🧶 🪢
Wired: Content that powers your entire marketing strategy
Here's why…
(That’s right, a thread!) 🧵 🧶 🪢
SEO-driven content works best in an underserved niche.
But many topics are saturated. Many industries — and search algorithms — have matured.
But many topics are saturated. Many industries — and search algorithms — have matured.
Examples where SEO may not be ideal:
• Legal
• Finance
• Health
It's harder to rank for related keywords. For health as a topic (as opposed to a clinic optimizing for local search), you may be better off leveraging other marketing to prove your credibility.
• Legal
• Finance
• Health
It's harder to rank for related keywords. For health as a topic (as opposed to a clinic optimizing for local search), you may be better off leveraging other marketing to prove your credibility.
Content marketers should instead focus on creating content that powers the rest of their marketing efforts.
This can still be inclusive of SEO goals.
Think: Content as a service.
Examples...
This can still be inclusive of SEO goals.
Think: Content as a service.
Examples...
Demand generation:
Like it or not, people still download gated content. At @ShipBob, we get 100s of quality leads a month on ebooks like this.
And to create content worth gating, we often turn to our own blog as an initial source of information.
shipbob.com/resources/ship…
Like it or not, people still download gated content. At @ShipBob, we get 100s of quality leads a month on ebooks like this.
And to create content worth gating, we often turn to our own blog as an initial source of information.
shipbob.com/resources/ship…
PR:
I love when Content and PR teams work hand in hand. So much of what content marketers are already doing can add even more credibility to what their PR counterparts are saying.
And sometimes, PR can be the blog content. More on how to do that, here:
I love when Content and PR teams work hand in hand. So much of what content marketers are already doing can add even more credibility to what their PR counterparts are saying.
And sometimes, PR can be the blog content. More on how to do that, here:
https://twitter.com/amandanat/status/1384551047964741632
Product marketing:
PMM offers the positioning guidance for Content, then Content spins that up into playbooks.
The most successful Content and PMM two-for-one during my time at Fitbit B2B was this physical activity idea generator for HR/wellness leaders. view.ceros.com/ceros-inspire/…
PMM offers the positioning guidance for Content, then Content spins that up into playbooks.
The most successful Content and PMM two-for-one during my time at Fitbit B2B was this physical activity idea generator for HR/wellness leaders. view.ceros.com/ceros-inspire/…
Events:
It's best when Content and Events can empower each other. Content creates talking points for the execs who speak at events.
Separately, relevant influencers can speak at your events. They boost your brand with their stories. More here:
It's best when Content and Events can empower each other. Content creates talking points for the execs who speak at events.
Separately, relevant influencers can speak at your events. They boost your brand with their stories. More here:
https://twitter.com/amandanat/status/1401943397028356102
All this to say... now is the best time to be a content marketer. As industries and channels have evolved, so have the best practices.
There are more ways than ever to experiment.
There are more ways than ever to experiment.
I don’t have a SoundCloud, but I do have an interview where I go in more detail. 🙂
On my friend @stew_hillhouse’s podcast where we also discussed:
• How marketing orgs may change
• My past life as a chef
• What marketers can learn from test kitchens
stewarthillhouse.com/amanda-nativid…
On my friend @stew_hillhouse’s podcast where we also discussed:
• How marketing orgs may change
• My past life as a chef
• What marketers can learn from test kitchens
stewarthillhouse.com/amanda-nativid…
• • •
Missing some Tweet in this thread? You can try to
force a refresh
