The keys to activating content across multiple channels
Are you getting the most out of your content? Columnist Jim Yu offers tips on how to develop content that can make an impact and drive results across channels. Sometimes when we think of content marketing, we fall into the trap of understanding it solely as a limited set of strategies to create engagement and improve our search ranking. This sort of thinking can limit marketers’ ability to...
SEO & intelligent content: Discovery, connection and improved performance
Jim Yu explains how search data can be used to better understand your customers, allowing you to create targeted, ‘intelligent’ content that will really move the needle. Customer journeys have evolved significantly in their complexity, with the sheer amount of touch points possible exploding due to digital advancements. Mobile has risen to number one, in terms of consumer use and...
How to make room for video in your content strategy
Over the past few years, marketers have become so inundated with the need to blog that we’re ignoring an exponentially more powerful medium: video. When you study the efficacy of video and the marketplace’s demand for visual content, it’s clear that video is the future of the industry. Making room for this new model in your existing content-marketing strategy makes good sense for a...