A shot of best practices kicks off April
The new quarter is here, and to celebrate recent successes and upcoming opportunities, join us in a toast to the latest best practices in content marketing. You’ll find tips, tricks, and trends in this week’s digest of news tailored for busy marketers looking for the most current developments in effective B2B promotion in this week’s TDA Content Happy Hour.
3 Content Marketing Lessons From Big Brands
By Ann Handley at Entrepreneur
Handley assesses how big brands with big budgets—think American Express, Coca-Cola, Google, or Nike—make content marketing effective with three fundamental strategies. Organizations with more modest resources, she writes, can also take advantage of these strategies. Our favorite is her first item, which argues that brand journalism is critical to content marketing success: “In a world where everyone has the ability to publish, the quality of what you put out is no small matter: It’s everything.”
5 Traits All Successful Content Marketers Share
By Brian Clark at Marketing Land
Content marketing, writes Clark, is essentially the art of getting people to understand the benefits of choosing your solution. This piece outlines how content marketers can accelerate this understanding by offering generous portions of empathy, curiosity, observation, packaging, and caring.
Magazines have finally killed blogs — but in a way you never expected
By Annalee Newitz at io9
Google recently put the RSS Web format for syndicating content—known as Reader—out to pasture. Whether you think RSS is an abbreviation for “rich site summary” or “really simple syndication,” don’t mourn, Newitz writes. RSS feeds wouldn’t differentiate between different types of content, so the demise of Reader could be a positive development for content marketers. As Newitz notes, it makes more sense to simply create an app that holds specific kinds of content—which is more likely to reach and interest target audiences.
The Breakfast Meeting: Networks Embrace Content Marketing and Retailers Admit to Faking Faux Fur
By Daniel E. Slotnik at The New York Times
Everybody’s doing it (content marketing, that is). This installment of a media wrap-up column leads with a story about television networks and channels becoming more involved in making commercials appear less promotional and more informational. By doing so, the networks hope to prevent audiences from skipping ads. It might be a good damage control tactic for companies mentioned in the column’s next item: retailers that have been marketing real fur as fake fur.