What’s Trending in Marketing: Top Content of the Week

March 6, 2015

What are you hoping to accomplish with your content creation efforts? The answer to this question should drive your content plan, content types, and how you measure and refine.

But during hectic days dedicated to meetings and crossing off to-do items, it’s easy to let the question go unasked. The result can be content that doesn’t support the objectives we’ve set out to achieve.

While we know content planning isn’t a one-and-done deal, taking a hard ongoing look at outcomes takes time and initiative.

This week’s trending content can help you bring a results-driven approach to your content creation process and produce assets that help you achieve your goals.

Top Marketing Articles to Read This Week

1. 15 B2B Case Studies Show How Content Marketing Drives ROI ADP generated more than $1 million in new revenue. IBM saw a sales increase of 400%. And Xerox gained 1.3 billion in pipeline revenue. These are just a few examples of content marketing with stunning returns. Read a round-up of case studies from marketing exec Rob Petersen in this NewsCred article.

2. A Brief Guide to Fixing Your Old, Neglected, and Broken Content When your website was sparkling new, all of its content was no doubt relevant and tidy. Now, old and unorganized content may be hurting user experiences. Copyblogger’s Chief Copywriter Demian Farnworth takes you through 10 types of content that should be removed, improved, or redirected.

 3. 9 Lessons Content Marketers Can Learn From Traditional Journalism The line between journalism and marketing is blurred in the digital era, but one definitive need underlies both disciplines: trust. In a guest post on the Content Marketing Institute blog, Aaron Agius overviews journalistic practices that content marketers can use to build credibility with audiences.

 4. How to Do Keyword Research for SEO: A Beginner’s Guide Having a solid keyword list is a must-have for proper content planning. Six easy steps, as outlined by Rachel Sprung, will help you identify relevant topics, how to generate an initial keyword list, and ultimately give you insight into how the pros conduct keyword research.

 5. Google Search Algorithm Adds Mobile-Friendly Factors and App Indexing to Ranking Marketing experts have called 2015 the year of mobile. Any lingering doubt about the importance of optimizing for mobile devices should vanish now that usability and app indexing will figure into Google rankings. Barry Schwartz of Search Engine Land explores options for giving your site the best opportunity to rank highly and, in turn, ensure your content is accessible across multiple devices.

 6. Get the Biggest SEO Bang for Your Content Marketing Buck How can your brand publish regularly and rank highly in search with limited content marketing resources? That is the question posed by NewsCred Head of Strategy Michael Brenner in a guest post on the Content Marketing Institute blog. Brenner provides a look at lower-cost alternatives for getting search authority with volume, value, and variety.

 7. 15 SEO Best Practices for Structuring URLs Continuing on the SEO theme, Moz founder Rand Fishkin examines the role of domain names and URL structure in search. These often overlooked elements can have a significant impact on ranking. Rand lays out best practices for optimizing URLs to remove technical barriers that may be limiting traffic to your content.

 8. 17 Visualization Tools to Make Your Data Beautiful As marketers, a big part of our job is making data look nice and easy to consume for decision makers. Christopher Ratcliff of Econsultancy highlights tools you can use to produce charts, graphs, maps, infographics, word clouds, timelines, and other visuals that are useful for presenting data and providing variety within your content marketing.

 9. What Makes a Truly Great Product Great Marketing inspiration comes more readily when your product demands attention. LinkedIn CEO Jeff Weiner outlines five dimensions that all truly great products share in this post on the LinkedIn publishing platform. You can use these differentiators as themes for developing product content marketing and brand storytelling.

10. 21 Thought Leaders Answer 17 Questions “Ask not what an influencer can do for you, ask what you can do for an influencer.” This smart sentiment from HubSpot’s Laura Fitton is among a collection of wise advice compiled by social business strategist Bernie Borges. Check out his deck for valuable insight on influencer marketing from a wide range of industry authorities.

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