What Is Content Marketing?

Bookmark This! Your content marketing reference library

Listen. If you are even remotely connected to the business, marketing, and advertising world, then you’ve probably heard the phrase “content marketing.”

You’ve at least been exposed to it through:

  • Blogs
  • Podcasts
  • Videos
  • Search engine optimization
  • Email autoresponders
  • White papers
  • Copywriting
  • Social media
  • Landing pages

But what exactly is content marketing? Glad you asked, because I’ve got answers for you. One short answer, and one really long. Here’s our official definition:

Content marketing means creating and sharing valuable content to attract and convert prospects into customers, and customers into repeat buyers. The type of content you share is closely related to what you sell; in other words, you’re educating people so that they know, like, and trust you enough to do business with you.

Which brings us to another question: how do you actually use content marketing?

Well, even if you consider yourself a seasoned practitioner or you’re a fresh-out-of-the-box beginner, this handy, systematic, and exhaustive guide — loaded with 100 articles that cover content marketing essentials for building a viable money-making platform — is at your finger tips.
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Your Cornerstone Content Blueprint: Answers to 9 Common Questions

how to build your website's content foundation

When it comes to defining cornerstone content, Brian Clark said it best:

A cornerstone is … basic, essential, indispensable, and the chief foundation upon which something is constructed or developed. It’s what people need to know to make use of your website and do business with you.

Cornerstone content pages can also help you accomplish many of your content marketing goals.

Goals like getting links to your website, finding new readers, attracting subscribers to your email newsletter, ranking well in search engines for competitive keywords, and giving new life to old articles.

Which makes cornerstone pages important for both seasoned bloggers and brand-new websites. And fortunately, these pages aren’t complicated to create.

So, let’s answer nine common questions about cornerstone content.
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The Single Best Way to Create Hit Content in Record Time

how to refurbish and republish your best content

Once in a while, wouldn’t it be nice if there was a way to publish a piece of stunning content without writing it from scratch?

You’re in luck, content marketer, there is.

But wait … No doubt right about now you’re wondering if I’m depriving some village of their idiot.

If maybe I hit bottom and kept digging? If maybe I’m about to introduce you to the content creation version of the ShamWow?

Relax. What I’m saying is completely achievable. It’s called republishing.

Republishing is the process of updating and polishing an old article — and then publishing it on a new date. That’s it.

It’s something we do here at Copyblogger. It isn’t necessarily an easy publishing option either, if you want to do it right.

Dedicating time and effort to republishing benefits your content marketing efforts in several ways.

Today we’re going to explore five, as well as the steps to take to republish your own content.
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3 Reasons Why Great Writers Always Work Alone

why writers embrace solitude

Collaboration is all the rage these days. It’s implied in many words and phrases we love to hate:

  • There’s no “I” in “team!”
  • Let’s brainstorm!
  • Crowdsourcing!

And it seems there is no stopping this train. There’s even furniture that encourages collaboration.

Malcolm Gladwell presents a reason for this growing way of thinking: “Innovation — the heart of the knowledge economy — is fundamentally social.”

It’s beyond question that innovation is important for most companies, and if innovation is fundamentally social as Gladwell argues, then the fallout of such a view includes a depreciation of rugged individualism.

In fact, some argue individualism could be dying.

Is the great creative individual a thing of the past?
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Don’t Create Your Content Strategy Until You Research These 6 Things

what to investigate to build a better content strategy

I’m here today with a reminder about an all-important truth when it comes to content strategy: research is everything.

When I evaluate copy and content strategies, I often see what amounts to copycat content.

Not that these people are stealing. No.

Typically, it’s clear to see they are working off of limited information (perhaps their client is stiff-lipped) or simply looking around to see what everyone else is doing — and then creating something similar and safe.

Both those approaches will lead you to a content strategy that is DOA: Dead on Arrival.

Here are six areas you should research to avoid that, so your content marketing gets — and holds — your audience’s attention.
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6 Simple Exercises to Help You Write Better Short Sentences [Free Worksheet]

how to cut your content into bite-sized pieces

Short sentences are gospel truths when it comes to clear, concise writing.

In fact, no lesson about writing for the web is complete without the statement “use short sentences.”

And who is not going to use short sentences when they were cherished by Papa? Nobody. Because you don’t want Hemingway on your bad side.

Yet, instructions on how to actually write short sentences are in short supply. I aim to fix that today.

In this post, you’ll find six exercises that can help you write short, clear sentences that pack a punch — plus three tips on removing unnecessary words.

Don’t forget to download your free worksheet following the lesson. Have fun!
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