What’s Trending: Declare Independence from Mediocre Content

July 1, 2016

What’s Trending: Declare Independence from Mediocre Content

If you’re an American marketer, this Monday is the 4th of July, Independence Day. If you’re from any other country, this Monday is…well, it’s still the 4th of July. You just might not get the day off work.

Either way, marketers can seize this opportunity to declare independence from mediocre content. Raise your right hand and repeat after me:

We hold these truths to be self-evident: That all marketing is meant to appeal to humans, and humans desire content that provides value. We respect our audience’s inalienable right to content that informs, entertains, and generally makes their lives a little bit better.

This week’s roundup of marketing articles can help you follow through with your declaration of independence. Read on for 31 types of content readers crave, inspiration from Cannes Lions, tactics to capture and measure reader attention, and more.

Top Marketing Articles to Read This Week:

1. 31 Types of Content We Crave

Creating crave-worthy content means telling your brand story in a form that is irresistible to your audience. A few years ago, BayBusinessHelp.com CEO Scott Aughtmon identified 21 classic forms that resonate across the human experience. Now he’s added 10 new types of content guaranteed to make an impact.

2. Marketers: Are You a Shark or a Whale in the Marketing Ecosystem?

Should marketers take in as many leads as possible, or go hunting the biggest fish one-on-one? Marketo Sr. Manager of Enterprise Marketing Vyoma Kapur explains the benefits of each approach and how to blend the two in this post.

3. Trends and Insights from Cannes Lions 2016

Fjord Managing Director Thomas Müller and Accenture’s Joydeep Bhattacharya cut through the razzle-dazzle of Cannes Lions to identify 9 key takeaways. Watch the video below for a quick overview, then read the article for their full analysis.

4. 55% of Visitors Read Your Articles for 15 Seconds or Less: Why We Should Focus on Attention, not Clicks

The Buffer blog team is well known for clear-eyed assessment of the challenges digital marketers face. This article from Buffer’s Ash Read is no exception. Read it to learn why attention matters more than traffic, and what metrics you can use to measure actual reader engagement.

5. Content Marketing Strategies with Moz Co-Founder Rand Fishkin

This episode of the Search Talk Live podcast features Rand Fishkin’s thoughts on content strategy, amplification, and SEO.

6. 5 Free Ways to Build Your Personal Brand on LinkedIn

Get the inside scoop on how to maximize your LinkedIn presence with my latest article for Social Media Examiner.

7. What’s the Best Attribution Model for PPC?

Dig into the technical side of marketing with this Search Engine Land article from Elite SEM’s Aaron Levy. Aaron identifies five potential attribution models and assesses the pros and cons of each, providing guidance marketers can use to choose which suits their unique needs.

8. Why It’s Time to Kill Advertising As We Know It and Start Building ‘Storyworlds’

“These days, movies don't start and end in a theater. You could start by watching the prequel web series, then rush to the theaters to see the movie, which leads you to buy the video game, which obviously makes you want to purchase the toys and the comic book. What would stop a campaign from operating the same way? Nothing. Ideas are ideas.”

Film director Jason Zada examines how marketing agencies can borrow concepts from Hollywood’s immersive blockbuster movie strategies in this AdWeek article.

9. Why Content Marketing Volume Is Increasing but Engagement Isn’t (And What You Can Do About It)

Penguin Strategies Director of Inbound Marketing Valerie Levin cracks the engagement conundrum in this HubSpot article, suggesting strategies marketers can use to earn attention from their audiences.

10. Word Power: 11 Techniques for Writing More Persuasive Copy

Content Marketing Specialist Barry Feldman uses his 11 initial concepts to generate dozens of questions content creators can answer to create more powerful content in this SlideShare presentation.

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