That the ecosystem of content is built on shifting sands is an understatement. Just the last 30 days saw five major changes in how the world’s largest social network operates — and ways they adapt their content marketing strategy. Our default go-to for any sort of information – Google – has updated their algorithm nearly 100 times over the past five years. Apple launches a new version of its iOS operating system nearly once a month. This means that any marketer engaged in promoting their business on Facebook, Google or on the App Store has had no chance to stop for even a short breath. The relentless pace at which the demands of content ecosystems have been growing mean that watching for new developments and making adjustments for them are de rigueur components of a content marketer’s job.
The numbers have been in for quite some time now – email is the most-opened, most-preferred and highest-ROI way of communicating with your customers and prospects. It comes as no wonder that 51% of marketers surveyed recently by SmartInsights and TFM&A pronounced email marketing as the top digital channel for 2015: Source But email marketing is not “Fill it, shut it, forget it.” It has to work off a high-quality, active list of leads who want to hear from you.
Everyone talks. Some write. Digital marketing is a “writing” business – everything you do with digital marketing has to do with writing – from emails to blog posts to social updates. Given that it’s getting crowded on the web and harder than ever to grab the attention of the average web-lounging customer, “normal” writing (which passes off as “content marketing”) is gradually losing steam. Something else has to cover for the overall lack of chutzpah. But what gives? What can work? How do you make your readers sit up and take notice? Maybe entrepreneurial spirit – the same spirit you started your business with – can help. Jacquelyn Smith wrote about Entrepreneurial Spirit on Forbes.com, and called it a mindset. I concur. I only add that you can bring it to work for your content marketing. How exactly? Let’s see:
Blogs have been around for nearly twenty years by now. Starting from the first blog ever to hit the web – Links.net (it’s been around since 1994), to the roll out of Blogger five years later, to the first ever ads on blogs in 2003 with the entry of AdSense, blogs have had a colorful and often controversial history. Check out this cool visual timeline showing the main milestones in blogging. It’s a slightly old resource, but it’s fascinating to see how many of its predictions are now absolutely true!