Article by Liz Bedor

  • 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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  • 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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  • The Beginner’s Guide To SEO

    Ranking high for SEO keywords is a core objective of most content marketing programs, and rightly so. According to Eyetools Inc: Organic search is responsible for 64% of all web traffic 2% of users travel to the 2nd page of Google 18% of users click on the first organic listing Essentially, if your brand is not

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  • Van Winkles Makes Strong Case for Un-Branded Content Marketing

    Casper is a startup that provides “outrageously comfortable” mattresses sold directly to consumers — eliminating commission ­driven, inflated prices. Since its launch in April 2014, the brand has grown rapidly, generating $30 million in revenue over a 10-month period and expanding its team from five to 70 people. While Casper has always powered an on-brand, on-domain blog, the brand made a

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  • How GoPro’s Content Marketing Puts Experience Before E-Commerce

    GoPro has always been a brand that represents amazing experiences and adventure. The wearable digital camera brand began as an idea to help athletes self-document themselves in their sport, but has since expanded to become the go-to solution for people wanting to capture themselves engaged in their interests, whatever they may be. The mission of “enabling the world

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