Hi

Noise, dust, waffle - whatever you call it, content marketing is getting a bad reputation these days mainly because quantity trumps quality.

Over this last month we've been reading a lot about content and how it 

  • impacts the customer journey
  • unites sales and marketing 
  • humanises the brand

Check out the new BuzzSumo feature that allows you to filter on B2B content. The 2017 Employee Advocacy Impact Study aligns content to demographic and job roles enabling you to tailor your advocacy content strategy.

During Q1 we took the opportunity to spring clean our entire approach to content as part of our HubSpot partner training.  We've developed topic clusters, published consistently and linked our content to action and it's making a huge impact on our inbound traffic.  

So, whether you are in sales, marketing, communications or an expert role, here are my top tips for content:

  • Less is more - focus on quality not quantity
  • Do your research and be relevant
  • Be consistent 
  • Optimise for search - use keywords
  • Create influencers - put employees front and center

Spring cleaning is a great way to identify all your content, align it to the customer journey and figure out the gaps you need to fill.

Feel free to reach out to us.  We have a methodology to support this process and I'm happy to share how it's impacting our results.  

Actually, that reminds me, I need to spring clean the house - oh joy!

Until next time...

Sarah

Less Is More When It Comes To Content

Less Is More When It Comes To Content

tribalimpact.com
Why Content Is The Glue That Bonds Marketing & Sales #ContentMarketing

Why Content Is The Glue That Bonds Marketing & Sales #ContentMarketing

Running Social Selling & Content Marketing in isolation? Many organisations are but they're missing an opportunity. Content is the glue that finally brings sales and marketing together. Check out how you can align the two in my latest post on the topic.

tribalimpact.com
How To Find The Best B2B Content #ContentMarketing

How To Find The Best B2B Content #ContentMarketing

At Tribal, we love BuzzSumo - a tool for understanding content performance, types, influencers and questions. The tool just got better. Now it's possible filter by B2B content, making it even more valuable for marketers responsible for content creation.

buzzsumo.com
How to Create Engaging Social Media Videos: A Step-by-Step Guide #SMM

How to Create Engaging Social Media Videos: A Step-by-Step Guide #SMM

Everyone is aware that video is big but how do you create quality videos yourself using your mobile phone? This superb post from Buffer walks you through the steps you need to take to build video content for your personal or brand social channels.

blog.bufferapp.com
Cracking The Twitter Algorithm  #SMM

Cracking The Twitter Algorithm #SMM

Twitter can be tricky to master, so focus your time on the tactics that will drive results. This superb article from Sprout deep dives into how you work the algorithm to drive engagement and be seen. Great for Social Sellers and social media marketers alike.

sproutsocial.com
Why You Shouldn't Overlook the Value in Human Connection - #Marketing

Why You Shouldn't Overlook the Value in Human Connection - #Marketing

84% of consumers still trust word of mouth recommendation. With the proliferation of digital technologies, marketing could be accused of forgetting the human side of the brand. The part that builds trust and credibility with audiences. Great post from Tribal member, Rachel.

insights.tribalimpact.com
5 Top Tips For Content that Captures Your Audience #ContentMarketing

5 Top Tips For Content that Captures Your Audience #ContentMarketing

In the age Social Selling, relationships are key. Good quality content will help create a following and ensure your customers feel that you add value. These practical guidelines help you understand the key elements of a great blog.

tribalimpact.com
Why Knowing Your Audience Is Key in Content #Marketing

Why Knowing Your Audience Is Key in Content #Marketing

Creating a blog is an art to be mastered. If you know your audience and where they sit in the buyer journey, you'll craft content that serves their need at the right time. It all starts with understanding your buyer. Great post by Social Bakers with practical guidance.

socialbakers.com
2017 Employee Advocacy Impact Study #EmployeeAdvocacy

2017 Employee Advocacy Impact Study #EmployeeAdvocacy

In an average company, only 3% of employees share company-related content but when they do, they drive a 30% increase in engagements on your content. This report digs deep into the kind of content employees like to share by role and demographic.

marketingadvisorynetwork.com
Work Has Changed - Why Isn't There An App For That?  #EmployeeAdvocacy

Work Has Changed - Why Isn't There An App For That? #EmployeeAdvocacy

How we reach employees matters more than ever. Mass emails and intranets don't make sense when 80% of today's workforce is deskless. This interesting post on Forbes talks about connecting the disconnected workforce and how advocacy can build communication links.

forbes.com
What Facebook Algorithm Changes Mean for #EmployeeAdvocacy

What Facebook Algorithm Changes Mean for #EmployeeAdvocacy

Brands are now scrambling to find new organic methods to reach their audience after Facebook has announced that page posts may have zero reach in the feed. So how can you reach your audiences using a social advocacy approach. Guest blog from Tribal member, Amy.

tribalimpact.com
Sales, Marketing & The Customer Journey #SocialSelling

Sales, Marketing & The Customer Journey #SocialSelling

Inbound Selling and Inbound Marketing are aligned. You can't do one without the other. A new study from LinkedIn and Join the Dots talks to sales and marketing teams that collaborate well to understand the benefits of a team approach.

insights.tribalimpact.com
How to Use Content to Boost Your Sales - #SocialSelling

How to Use Content to Boost Your Sales - #SocialSelling

Content is the heart of a good Social Selling strategy. Staying front of mind with your buyer when the buying need hasn't yet risen is key to entering the sales cycle early enough to guide the decision making process. Your content strategy needs attention.

insights.tribalimpact.com
The State of Social Selling Tools - #SocialSelling

The State of Social Selling Tools - #SocialSelling

Social Selling is more than just the tool. Point solutions (like LinkedIn Sales Navigator) won't drive results in isolation. An integrated approach with engagement, enablement and amplification is needed for success as you’ll see in this report from Forrester.

salesforlife.com
How Digital Transformation Has Changed the Marketing & Sales Relationship - #Marketing

How Digital Transformation Has Changed the Marketing & Sales Relationship - #Marketing

80% of business decision-makers prefer to find the information they need via articles, not advertisements. Digital transformation has triggered a shift in the way Sales and Marketing work together. Check out this post from Tribal member Vanessa on why the two should collaborate.

tribalimpact.com