Article by Liz Bedor

  • How Branded Should Your Content Hub Actually Be?

    Every brand doing content marketing should create a space or central hub for the content to live. Doing so allows teams to get the most out of their marketing by consolidating fragmented digital content to a one-stop-shop. While creating a central hub is a universal best practice, the amount of branding that a hub should have is a different

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  • How To Search For Authentic Photos

    Now that we know what characteristics to look for in authentic photos, the next step is to actually find that perfect authentic photo to complement your content. Easy right? Not so much. Because the web is filled with terrible photography, it can take seemingly forever to sift through countless images to find the right one. Fortunately, there are a few tricks

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  • 5 Best Paid Distribution Methods And When to Use Them

    The fundamental core of successful content marketing programs is, well, creating great content. Even great content, however, needs a push. Paid distribution a great way for brands to quickly grow their audiences and jumpstart engagement with their content. The average Hollywood movie spends 50-60% of its production budget on distribution, and the ratio for creating and distributing your

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  • Why Amex OPEN Forum Is Still the Gold Standard For Content Marketing

    Since its launch in 2007, American Express’ OPEN Forum has been considered the poster child for content marketing. The highly innovative program for its time single-handedly proved the business value of brands providing useful content to their customers. Year over year, OPEN Forum continues to succeed and is known for being the American Express’ #1 source of

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  • 3 Audience Growth Metrics To Calculate Brand Health

    Brand health measures how your digital audience feels about you. In our first post, we covered how we can measure this through engagement metrics. For this post, we’ll focus on how to measure this with the audience growth metrics below: Paid vs. Organic Search Traffic: Search traffic your site receives from paid search advertisements versus traffic due

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  • 3 Ways To Calculate Conversions from Content Marketing

    Perhaps the most valued business case for content marketing is driving conversions. When done properly, content marketing attracts prospects at the top of the funnel and guides them through the buyer journey until they convert to become customers. Therefore, content marketing conversions are the prospects who became customers because of either helpful, useful and/or entertaining content your

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  • Why Your Product Is Not What You Sell

    Working as strategists at a content marketing company, it’s crucial for our team to stay up to date on the latest trends in the industry and advise our clients on how to stay ahead of the curve. Because of this, we are constantly doing research on what works and what doesn’t.  From this research, we’ve noticed something.

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  • 5 Engagement Metrics To Calculate Brand Health

    Content marketing is best described as the “art of communicating with your customers and prospects without selling.” If your brand is like most, however, your content marketing probably promotes the brand too much and your audience tunes you out. David Beebe, Vice President of Global Creative and Content Marketing for Marriott International explains, “Content marketing is like a first

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  • 3 Ways To Measure Brand Awareness

    Increase in brand awareness, or the extent to which consumers are familiar with your brand, is one of the most common content marketing business cases. Another way to think of this, is how many early-stage prospects are finding their way to your brand’s website? We can measure brand awareness a few different ways: Paid vs. Organic Search

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  • Want To Play This Or That? Better Options For Bad Stock Photos

      If I had to take a wild guess, I’d say 90% of content marketing marketing hubs are filled with bad stock photos. This is not necessarily the fault of content marketers, however, because finding authentic photography is actually really difficult. Why? The web is filled with terrible stock photos: Any Google Image search will return

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