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May 2018

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It’s no longer enough to follow a conventional path in content marketing. There are too many competitors striving for visibility in an already-crowded field, and too many consumers starting to demand more from their most valued brands. If you want to stand out and start seeing better results, you need to tap your creativity, and start getting experimental. But what are the best ways to experiment in content marketing? Why It Pays to Be Creative Let’s establish context for why creativity and experimentation are important in content marketing: Differentiation. First, experimenting and taking risks is going to set you apart from the competition. Instantly, you’ll have

When you want visitors to explore the content on your website, you’ve got to organize that content so it appeals to different mindsets. This often means putting the same information on multiple pages, or presenting it in different ways. Here’s a common example you’re probably familiar with. If you’re a local business, you don’t want to hide your phone number behind a “contact” link. Your phone number should be on your contact page, but it should also be in your header on all pages to enable visitors (who might be in a hurry) to call immediately. This satisfies two mindsets – those in a

The fabric of the world is made of stories. Stories are how we interact with and relate to others in the world. The same is true online; each time we visit a website, we’re reading a narrative of some kind. Usually those narratives are sales-oriented, but many are personal stories written by people who have something to share. In that case, they’re selling an idea rather than a product. Persuasive storytelling is popular because it sells Raw data is interesting, but stories have the power to impact people’s emotions and move them into action. Every good internet marketer taps into emotion through storytelling to sell