A “content marketing” definition for B2B marketers

Something of a debate has opened up at the office around the exact definition of content marketing. It’s a valid debate; marketers play loose and fast with the term and, technically, almost every marketing effort uses “content” of some description. However, it’s not that simple. The value of Content Marketing lies in its ability to…

Atomize your approach to content marketing

Have you heard of “content atomization”? Like so many other terms, it’s a slightly convoluted way of describing something that’s actually just good common [marketing] sense. Many of you will even be doing it already, but here’s a refresher and introduction to those looking to build a great content marketing practice in your organizations. Atomizing…

5 tips to creating great long form marketing content

Long form content is making a comeback in marketing. If you want to ensure your content successfully cuts through the noise, here are my five simple tips. 1. Be Unique: Content marketing is awash with “me-too” topics. “Understanding Big Data”, “Deliver a Great Customer Experience” etc. Give your audience something they haven’t seen before, or at least…

We’ve forgotten the value of long form content in B2B marketing

Those who have been in the marketing industry for more than ten years will remember that once upon a time, the majority of content produced was long form. Lengthy whitepapers, detailed case studies and 2500 word by lined articles. These were the norm. However, over the last few years, as the idea of “content marketing”…

When content integrity fails at the hand of SEO

I’ve always been rather uneasy about the relationship between SEO practices and journalistic integrity. Given the importance of both, they remain rather uncomfortable bed-fellows. I’ve seen it happen too many times; an author hands over the promotion of a carefully crafted and researched piece of content to the web team and suddenly the headline and…