Documenting The Journey Of A Man On A Quest For Mindfulness, Peace, and Joy

Category: Marketing (Page 1 of 2)

Which Brand Won Super Bowl LVI?

While the internet and advertising pundits are all aflutter about Coinbase’s bold QR code “Pong”-style ad, and some might have enjoyed an ad with one of their favorite celebs or a dancing animal, I have a different take, and it can be summed up in one word.

Relatability. Do I relate to your ad? To its story, its characters, its concept. If I don’t relate to your ad, I’m either not your audience, or your ad whiffed.  

The best Super Bowl ads focused on one key message, a singular, highly relatable notion to stick in the audience’s mind. And the stickiest ideas are ones that are already there, already part of our everyday lives; we just don’t realize it until someone shows it to us in a story, a piece of art, a song, or, in this case, a commercial.

These are my Top 3 Super Bowl Ads with relatable, sticky concepts.

Pringles – “Stuck In” – Who hasn’t gotten their hand stuck reaching for the last Pringle in their iconic can? https://youtu.be/aP2up9N6H-g

Planters Mixed Nuts – “Feed The Debate” – For any nut-eaters and pub-goers out there, this age-old debate hit home. Not to mention the brilliance of sparking the debate to continue on social media after the game. And the closing line of clever copy, “Who knew American would tear itself apart over a relatively minor difference of opinion?” was a laugh-out-loud moment.  https://youtu.be/S72SIM-vMCs

McDonald’s – “Can I Get Uhhhhhh” – If you claim you haven’t stared at a quick-serve menu for longer than is reasonable, you’re kidding yourself. We’ve all been there!  https://youtu.be/hv5CzJdx6NE

Apparently I have an affinity for food brands! 

Video, Audio, Text: The Content Producer’s “Rock, Paper, Scissors” Conundrum

If you had to set up Rock, Paper, Scissors rules for a new game called “Video, Audio, Text,” how would you do it? What beats what? 

Text was invented first and has been around the longest. Some pretty important documents are text: the Constitution, the Bible, that one note you got from Gina in 7th grade. Today we see nearly every publication from newspapers to magazines designed as online first, print second, but they are still putting out text to disseminate news, gossip, and information. 

Audio came next, sort of. Humans had been speaking before the written word came about, but it wasn’t until around 1900 when the first radio communication transmission was sent and received. Many people still listen to the radio today, and now we have internet radio, ebooks, and podcasts as wildly popular audio media. 

And then there’s video, the sexiest of the bunch, what with it’s sight, sound, and millions of pixels. Many have said we are now in a Golden Age of television, with more on-demand streaming options launching by the day and binge-watching being readily available like never before. And as the cost for high quality cameras has come down (nearly everyone has a high-def camera in their phone), the playing field of video creation has been leveled. 

In Rock, Paper, Scissors…

  • Rock beats Scissors because Rock is bigger and heavier and smashes the Scissors
  • Scissors beats Paper because that’s precisely what Scissors do
  • And Paper beats Rock because it covers up the Rock like a blanket, smothering it

So in Video, Audio, Text… what beats what? 

It begs a clarifying question. What are we going for here?

Are we looking for which is the:

  • Most fun to create?
  • Most influential medium to society?
  • Easiest to consume?
  • Most likely to convey information you will recall and remember later?
  • Medium of the future, that a hundred years from now the one we expect to have the best chance of still standing and garnering most of our attention? 
  • Least damaging to society? 
  • Best business opportunity for a content producer to venture into? 

There are a lot of ways to evaluate a medium! 

Let’s focus in on the question “Which medium is the best business opportunity for a content producer to venture into?” 

TEXT

Huffington Post is arguably the most popular “blog” or text-based site on the web, getting around 110,000,000 visits per month. SimilarWeb says the average Huffington Post user visits 1.84 pages per visit, so means its average monthly page views are 202,400,000. 

 

VIDEO

T-Series is the biggest YouTube channel, with over 91,000,000 Subscribers as of this writing. In the last 30 days, SocialBlade reports T-Series videos have been viewed 2,772,822,000 times. 

[Insert needle-skipping-on-record-player sound effect.]

2.8 billion views in one month?

 

AUDIO

It turns out, information about podcast downloads and popularity is not that easy to come by. In 2018 Apple released what the top 25 most downloaded podcasts were (like The Joe Rogan Experience, The Daily, Pod Save America, and RadioLab), but with no specific data. My uneducated guess tells me that even the biggest podcast probably doesn’t have as much reach as the biggest blogs, and it most definitely does not come close to YouTube view quantity. 

 

Granted, there are many other factors that go into a content production business plan other than potential reach, such as: 

  • Natural aptitude of the content producer (writing skills v. oral communication v. video production acumen)
  • Cost / overhead to produce
  • Identifying the target audience for the content and aligning their preferences with your content

Perhaps developing a grading rubric is in order to really get this right?

Sometimes attempting to answer one question leads to more questions. That’s when you know you’re on to something. 

 

We can’t wrap this article without answering the not-so-important question of what the rules are of our incredible new game, so I’ve come to a conclusion…

Video beats Audio, because Video has everything that Audio has to offer, and more. 

Audio beats Text, because you can listen to a book in a lot more places and contexts via an audiobook than a written text. 

Text beats Video, because it’s the O.G. medium. Text doesn’t care how sexy Video is, some pretty important documents wouldn’t exist without the written word. 

 

And there you have it. Now I just need one of you out there to help me with the best hand signs for our new, media version of Paper-Rock-Scissors. 

Minimum Viable Audience

In our connected world, the rules have changed. In the Industrial Revolution, the trick to business was mass-producing a product and then selling those products at scale. Now, in the Information Economy, scale is both easier to attain (social media & blogs) but also, in a way, harder to attain (fragmented consumer attention, more options than ever before). 

This is where the concept of Minimum Viable Audience comes in. What is the minimum number of people or customers you need in order to have a viable product or business? And the way to succeed today is to be so incredibly value to that minimum viable audience that you become irreplaceable. A necessity. Because guess what? If that small audience is super happy and satisfied with the value you’re bringing them… they’re likely to tell a friend. 

The Minimum Viable Audience concept has so many applications. Take Sales, for instance.

Let’s say you are a digital marketing sales rep and you sell Facebook Ads to businesses as a managed service. Who are your prospects? Which type of businesses can benefit from advertising on the world’s largest social network? Answer: nearly every single one of them. So is the best approach to call up every single business one by one to pitch them your service? No. In fact, that’s exactly the wrong approach. Instead, pick the smallest niche you can imagine. “Credit Unions in Dallas that specialize in low home mortgage loan rates.” Sure, there might only be 5, 10, 15 potential businesses that meet that description. But now you can be uber-important to these 15 prospects. Become a credit union home mortgage expert. Know exactly how to run an effective Facebook Ad campaign to generate more home mortgage leads. That’s a phone call those prospects will take. And now instead of spinning your wheels calling 1,000 prospects with a vanilla, watered down pitch about Facebook Ads, you’ve become super important to these 15 people and your chances of creating value for someone (and closing a deal, or three) increase dramatically. 

In Our Tune-Out World, How to Get Your Audience to Tune-In

Over lunch one of my colleagues commented on my newly formed habit of bringing salads every day. “The healthy bug seems to have gotten you,” she noted. “What gives?”

I realized there was not one event, but a triangulation of things that lead to my new passion for midday nutrition. The New Year’s Resolution spirit, a recent family trip to Costa Rica, and writing out my 10 goals for 2019 all played a contributing factor. She said, “I wish my kids were ready to hear that message. They are busy and still eat out all the time. I wish they were ready to decide for themselves to eat healthy.”

That concept, of being ready to take in a message, stuck with me.

We live in a tune-out world. There is so. Much. Noise. We see hundreds of ads per day. We only take in about 12. Our brains are being trained to tune out the noise.

“Buy a new 2019 Chevy Silverado” commercial on TV? I already own a car. It’s paid off. And it’s not a truck. TUNE-OUT.

“Always Coca-Cola” billboard as I drive to work? I’m trying to listen to the news right now. And high fructose corn syrup is B.S. TUNE-OUT.

“21-day Yoga Shred for Men” app download on Instagram? I already have 10 workout apps on my phone collecting electronic dust. I don’t need an eleventh one. TUNE. ME. OUT!

There comes a time, however, when we do become ready to receive a message, to internalize it and make it our own. Perhaps we enter a new life stage. Perhaps someone we admire influences us. Suddenly, the noise becomes important. These attention swings have huge marketing implications.

 

 

1.      The need for frequency. Why is the Rule of 7 a thing? Partly because your message needs to rise above the clutter in our tune-out world and get noticed. But also partly because the first 6 times someone sees your message, they might not be ready for it, especially for longer purchasing decisions like buying a vehicle, buying a home, getting an elective medical procedure, or vetting financial planners. Consistency in your marketing is what will keep you top of mind so that when that customer finally is at the stage of life to hear and internalize your message, it’s available for them to digest.

 

tuned in

 

2.      Getting your audience from Tune-Out to Tune-In. Sticking with the car buying example… at any given time, 4% of people are actively looking to buy a vehicle. They are reading consumer reviews, browsing online inventory, and eventually visiting 1-2 dealerships. Automotive messaging will resonate with these 4%, as they are in the market and their minds are open to this information. What about the other 96%? Is it pointless to market to them? What can auto companies and dealerships do to get these 96% into the market? Can this be influenced? I believe it can, through one thing: Inspiration. I’ll be expanding on inspiration in a future writing.

 

 

3.      Getting a tuned-in consumer to act. A consumer is (finally) ready for your message. You’re targeting them and they’re seeing it. Now what? A strong call-to-action is a critical piece of any marketing piece with the goal of generating a lead or a sale, but can you do better than, “Buy Now” or “Learn More” or “Schedule a Free Consultation Today?” You can. Consider the consumer’s journey to becoming ready to tune in to your message and shape your call-to-action messaging to them. If you sell minivans, your customers have young kids. What do parents of young kids struggle with? Lack of sleep, extra expenses, evaporating free time, stress of keeping their children safe. Telling a story in your messaging using these frames will make your message to the tuned-in parents get them from their mobile to the dealership.

 

What messages have you recently been ready to take in? What can your business do to inspire great prospects to tune into your message? When they do tune in, what are your best practices to get them to act?

What Millennials Want

 

The term ‘millennial’ gets used so often, it sounds like a cliche, but there’s an important reason it’s so popular; the Millennial demographic is the most desirable audience for marketers. They have lots of buying power (estimates around $200 billion in 2017), yet they are young enough to form brand loyalty to last decades.

A recent study of 18- to 35-year-old’s showed millennials, when approached the right way, are open to connecting with companies. What are they drawn to?

  1. Bite-sized Content
    • Millennials and house flies have one thing in common – attention span. Be concise when crafting your message. After that, shorten it.
  2. Product-focused Information
    • Avoid the fluff: ‘family owned,’ ‘in business since 1935,’ ‘great customer service.’ Millennials don’t care. Highlight your product features and their benefits.
  3. Receiving a Message in a Digestible and Fluid Manner
    • Don’t interrupt their day. Seamlessly connect and add value at the right moment.
The study also shows millennials respond strongly to TV ads and visit at least four digital platforms every day.Read More

Nearly Half of Your Customers Leave Your Website After Three Seconds

Everyone knows mobile is not only the future, it’s right here and now, as over half of all website traffic on the internet is from a mobile device. Despite this, mobile is still in its infancy in some ways, as mobile sites lag behind desktop sites in crucial metrics such as average time on site, pages per visit, and bounce rate.

For retailers, this can be especially costly since 30% of all online shopping purchases now happen on mobile phones. The average US retail mobile site loaded in 6.9 seconds in July 2016, but according to the most recent data, 40% of consumers will leave a page that takes longer than 3 seconds to load. And 79% of shoppers who are dissatisfied with site performance are less likely to purchase from the same site again.

In other words, this:
mobile waiting

Leads to this:

mobile anger.jpg

Simplicity is key on mobile. You have lots of great things to say and to show your customers, but if they’re on a mobile device, they don’t care. They want a frictionless experience with as few clicks and clunks to get from your home page to their purchase as possible.

To learn more about mobile from Google, click here.

Facebook Now Ranks Friends Higher Than Businesses

On June 29, 2016 the USA Today reported “Facebook is tweaking its algorithm to show you more of your friends’ posts rather than posts from publishers.” Link: usatoday.com/story/tech/news/2016/06/29/facebook-limit-posts-pages-news-feed/86512200

First, let’s take a moment to review Facebook’s current algorithm, which looks something like this:

facebook-news-feed-edgerank-algorithm

What this new update suggests is that the “C” part of this equation – the Creator – is now going to receive more positive weight if the Creator is your friend or family member, and more negative weight if the Creator is a business, celebrity, or other non-friend Page.

This has big implications for any business paying to Boost its posts or running a Facebook Ads campaign. The update means a business will have to be more creative, more interesting, more engaging, and participate in more social conversations in order to get noticed. Oh yeah, and it will cost more.

Just how much more is yet to be determined. Facebook Ads have been one of the most affordable and effective options for targeted digital advertising in the last three years. Since we all share so much of our lives with Facebook (age, gender, location, interests, marital status, life events, and that’s just the tip of the iceberg), the ability for a business to laser-focus on a specific audience on Facebook’s platform is truly unique. On a cost-per-click basis, Facebook Ads have been a fraction of the cost of a Google Search ad (we’re talking pennies per click vs. dollars per click).

The choice by Facebook to rank your friends’ posts higher than a publisher’s post in your News Feed is an attempt to keep its 1.65 billion users engaged with the content they prefer and to further leverage its advertising platform by forcing advertisers to be more compelling with their messages and more aggressive with their monthly budgets.

Want to read more about the latest on Facebook for business?

Google Goes from Gold to Green

In September of 2013, Google AdWords made a leap toward transparency by including a yellow “Ad” indicator in the search engine results that were paid ads.

Since that time, we have all grown accustomed to this new look on Google as we scroll down past the ads (most times) in our latest search for schools, stools, and shoes.

In April of 2016, Google began testing a modification to this look by changing the Ad indicator to green instead of gold.

DESKTOP

MOBILE

Yesterday, June 15, 2016, it became an official change. Ads are now green, not gold.

As a Google spokesperson told Search Engine Land, “We regularly test ways to improve the look and feel of our search results page. We’ve been experimenting with a green search ad label and have decided to roll it out based on positive feedback from users and advertisers. Our goal is to make our results page easy to use, and our labeling clear and prominent.”

WHY DOES THIS MATTER?

Some key words in that quote from Google: test, feedback, easy.

If any business knows how to execute an A/B test, it’s Google. And this is a perfect example of what an A/B test is. Seem trivial? Google doesn’t think so. We’ll never get to see that data, but rest assured Google Ads will get more clicks and advertisers will be getting more results with this enhancement. They vigorously capture and analyze feedback from customers to continue to make their product, Search (which is free), easier to use.

This approach goes in contract to the trend in native advertising, which attempts to conceal an ad by passing it off as written or video content. And it’s even in contrast to Bing and Yahoo! search engine results pages which use gray text to tell the user the results which are ads.

It’s fascinating and inspiring to watch the search engine powerhouse continue to innovate and to defy what all others are doing. They believe in their product and know that customers crave transparency. Case studies on Google will be taught in universities for decades to come.

Side note: Green Bay Packers fans will continue to click at normal click-thru rates after the change from gold to green. It’s all the same to them!

green and gold packers.png

Sources:

Platitudes Won’t Change Their Attitude

Platitudes are words or phrases that have become so commonplace they lack any significance, meaning, or power. These are some of the trending platitudes in today’s marketplace.

  • Robust – unless you are discussing the blend of coffee you just purchased from Caribou, no one knows what you mean by your “robust idea to gain market share.”
  • Holistic – are we talking about a well-rounded business plan or about acupuncture and herbal remedies?
  • Granular – this is how to describe the grains of sand on your favorite beach, not to explain how the level of detail in your proposal.
  • Optimize – it can be hard to get away from this term if you work in digital marketing, since it’s part of the phrase “search engine optimization.” Consider some alternatives like enhance, sharpen, and refine to liven up your lingo.
  • Leverage – we get it, you want to sound smart by using big words. Just say “use” and make everyone’s life easier by getting to the point.
    • If you’ve never heard George Carlin’s bit on “shell shock” and how our language is devolving over time, watch this: https://youtu.be/vuEQixrBKCc.

george carlin

“In the first World War, that condition was called… Shell Shock.”

Whether you are working on a new website post, putting together a direct mail piece, or scripting your next advertisement, avoid these overused terms and use plain language to most effectively get your message across.

Sources

Five Easy Ways to Improve Your Company Blog

Most businesses today understand the need for content marketing. Running a company blog is one of the easiest ways to get your message out to the world and boost your SEO. Many companies outsource this function to a third party in order to focus on their core competencies. Whether you have outside help for your company blog, or you have an internal employee managing here, there are five major pitfalls many bloggers fall in to which hinder the impact of the effort.

This article is so on-point and well-cited with perfect examples, I am just going to share it with you verbatim. Credit to Jodi Harris of the Content Marketing Institute.

Full article here: http://bit.ly/1pF55iM

Problem 1: You aren’t publishing on a consistent schedule

Great blog content should be like an eagerly anticipated gift you offer to your readers – they look forward to every new delivery and are happy to visit your site to retrieve your content as soon as it is available. But what happens when they arrive and the gift they were expecting hasn’t shown up? If you can’t keep the content engines churning or fail to deliver on the expectations you set with your blog, those readers will walk away disappointed – and may think twice about returning.

Warning signs: Consistency issues typically result from one of these two underlying problems:

  • Lack of editorial infrastructure: You haven’t set a workable schedule for creating and publishing your content or established the necessary workflow that would govern your process.
  • Lack of resources: You need more writers or more creative ideas; or you are running into productivity problems that are keeping your team from being able to bring your ideas to fruition.

Potential solutions:

  • Develop an editorial calendar: Establishing a schedule of topics you will cover and the timeline for doing so can help you set realistic expectations and keep your content creation in line with your marketing goals. These editorial calendar essentials will help get you started.
  • Brainstorm ideas to fill your content calendar: Brainstorming techniques, like this super-simple sticky-note approach, can help you break out of any creative slumps that might be derailing your content production,
  • Enlist the help of your team members for content creation: Your executives, team members, and even colleagues outside of the marketing department can be motivated to help increase your content coffers. Use these tips to make content creation a benefit – not a burden – for your fellow employees.

 

Problem 2: Your blog content isn’t unique or distinct

For your content to stand out among the competition, it needs to offer distinctive value – providing information your readers can’t get anywhere else, serving a segment of your audience no one else is addressing, or delivering on promises your brand is uniquely qualified to make.

Warning signs: If you aren’t giving your audience a compelling reason to choose your content over everything else they could be spending time with, your blog will never reach its full marketing potential. Here are some sure signs your content is going to fade into the background:

  • You don’t know what makes your brand special: You need to identify the specific ways your business is different than everyone else’s before you can create content that communicates with a signature tone, voice, or style.
  • You are targeting too broad an audience: As CMI founder Joe Pulizzi often says, if your content is meant for everybody, it won’t benefit anybody.

Potential solutions:

  • Craft your editorial mission statement: This sets the tone for all your content creation efforts by defining your unique perspective on your industry and outlining the value proposition your blog content will offer.
  • Find a new niche: If you don’t believe you can be the leading information provider in your chosen content niche, you haven’t drilled down deeply enough to find the right angle – for your blog or any other content your business offers. Struggling to find your footing? Try following Joe’s advice for creating a content tilt.
  • Get creative with your approach: Sometimes the power of a blog isn’t rooted in what you say but rather in how you say it. Look for opportunities to take your blog readers down an unexpected path, approach topics from a unique angle, or explore special interests that your brand and its fans may have in common. Check out these75 examples for a little inspiration on taking content in a novel direction.

Best practice example: Saddleback Leather

saddleback-leather-blog-story

Problem 3: Your blog is all about you – not your audience and their needs

Warning signs: Ever meet someone at a party who goes on and on about himself, without showing any interest in the people he’s talking to? If your brand is “that guy,” your readers will eventually grow tired of not being heard and look for any excuse to leave the conversation – for good.

Potential solutions:

  • Highlight ways readers can get involved in your brand, and recognize them for their efforts: Don’t just say you are interested in your readers – prove that you value their participation and feedback by responding to their comments, creating opportunities for them to contribute their ideas, and rewarding them for helping you spread the word about your business.
  • Demonstrate your understanding of their needs by addressing common pain points and providing relief: Create content with tangible value such as tips, templates, and toolkits; answer your customers’ questions; or give your audience access to other real-world solutions that will enable them to accomplish their tasks more quickly and more effectively, with your brand at the top of their minds.

Best practice example: Clean My Space

clean my space blog

Problem 4: Your content has a short shelf life or limited reach

Content can be the gift that keeps on giving – for your brand, as well as for the consumers who love it. But for this to happen, you need to know how to squeeze as much value as you can from every piece of content you create and get it into the hands of as many interested readers as possible.

Warning signs: There are a few key reasons why your blog content might be withering on the vine instead of spreading its seeds far and wide:

  • Your aren’t producing evergreen content: Trend- or news-focused content is great for illustrating your brand’s insights; but this type of content typically comes with a built-in expiration date, cutting off your potential for long-tail engagement.
  • You aren’t making it clear you want readers to speak on your brand’s behalf: If you aren’t making it as easy as possible for readers to share your content, you are making it harder for your influence to spread.
  • You publish, then move on: Content marketing isn’t for those lazy, “set-it-and-forget-it” types of businesses. It takes hard work before, during, and after you publish to make sure your content works hard to bring you success.

Potential solutions:

  • Use content curation techniques to refresh older posts: In addition to creating content on evergreen topics that have long-lasting relevance, you can also give your aging content a new lease on life through content curation. Try updating popular posts with more contemporary advice, linking to newer sources of information, including outside perspectives on the topic, or adding fresh visuals – like infographics or videos – to liven up the discussion. Then, republish the post, making sure to acknowledge – and link to – the original.
  • Enable the sharing behaviors you seek: Featuring sharing buttons, requests for comments, and calls to action in your blog posts signal to readers that you would like them to share their brand love, while helping you channel their assistance in the specific directions you desire.
  • Promote your content: Social media and email marketing are both must-have techniques for spreading the word about the content you’ve published. But if you want to extend your blog’s life span and expand its reach beyond your circle of influence, consider supporting your posts with paid promotional techniques like native advertising, promoted posts, and search ads.

Best practice example: The Buffer Blog

buffer social curation experiment

In late 2015, Buffer decided to eschew creating new blog posts for one month in favor of repurposing and refreshing content from its archives. Though some of its efforts were more successful than others, the experiment provided some invaluable insights on how to increase the payoff of every blog post.

Problem 5: You aren’t using your blog to build subscribers

Let’s face it: For your blog to be effective, it needs to help you achieve your business goals, not just boost your brand’s ego and pad your writers’ personal portfolios. Increasing subscriptions is a solid, measurable step in that direction given that the awareness and interest the blog generates now can be nurtured into long-term brand engagement and loyalty over time.

Warning signs: Why aren’t your blog readers signing up for more? Perhaps your content is getting caught up in one of these likely traps:

  • You aren’t directing readers down the path you want them to follow: It took your hard work to bring guests to your door – why would you just let them wander around aimlessly once they’ve arrived?
  • You aren’t making a compelling case for subscription: Sometimes readers need a little convincing to help them decide that your content is worth raising their hand for.
  • Your offerings are all-or-nothing: While a one-size-fits-all subscription might satisfy some enthusiastic brand fans, it could be a big turn-off to casual readers, or those who are already inundated with unread emails in their inboxes.

Potential solutions:

  • Include a call to action that directs site visitors to take the next step: Be clear as to what you want them to do and highlight the benefits they’ll receive in return. But remember, your ask doesn’t need to follow the same format every time. Considerthese alternatives to the traditional text-based end-of-post callout.
  • Offer an incentive to sweeten the deal: Give subscribers access to exclusive content, insider discounts, or other members-only benefits in exchange for their permission to connect with them more directly. You’ll be surprised at how much more willing readers may be to share their personal info when they feel they are getting something tangible in return.
  • Enable subscribers to customize the communications they receive: Just because a reader doesn’t want to hear from you every day, doesn’t mean she might not appreciate the opportunity to receive a monthly message, or hear about specific types of offers. By making your terms of engagement flexible and giving readers the power of choice, you’ll make the experience more comfortable, satisfying, and mutually beneficial.

Best practice example: Copyblogger

copyblogger-member-offers

In Joe’s most recent post on subscription goals, he mentions how Copyblogger Media founder Brian Clark leveraged a strong and loyal base of more than 200,000 targeted email subscribers to transform his humble blog into one of the fastest SaaS companies on the planet. Today, Copyblogger continues to grow that fan base by offering exclusive content resources to members who sign up via email.

Conclusion

Blogging may have low barriers to entry, but that doesn’t mean it’s an effortless path to content marketing effectiveness. Fortunately, a few small blogging hacks and helpers like the ones above can make a big difference in your brand’s potential for attracting, impacting, and activating your audience more successfully.

Cover image by Joseph Kalinowski/Content Marketing Institute

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