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For the past 10 years, content marketing has been a key element of any brand's digital strategy, and one might think that after so long, we would know what works and what doesn't.
But the reality is that almost all content marketing today is done wrong, either by doing it for the sake of SEO or worse, for the sake of page views. Neither of those have anything to do with a real sales.
So in this report, we are going to explore how you need to think about content marketing in relation to sales. How optimizing for page views is not the same as optimizing for sales, and how writing content for SEO is a questionable strategy.
Over at Forbes, you can read the article, "5 Big Brands Confirm That Content Marketing Is The Key To Your Consumer". It's an interesting article, featuring several very big brands and their success with content marketing.
A few quotes:
Virgin: "Scaling our content efforts isn't just about expanding the size of our social reach across new platforms. It's also about deepening the level of engagement we have with our fans in the social communities they hang out in. We've been successful so far in rewarding our fans with Virgin experiences on Facebook and Twitter. The next step is to evolve our social platform to allow fans to reward one another with special moments."
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The advertising is slowly slipping away from publishers, so what do we do to change that?
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How we can rethink the role of curation to be more than just a filter.
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When publishers discuss young people, they often forget that they live in a world of choices.
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Why publishers shouldn't rely on consent dialog boxes, but need to rethink their overall structure.
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Most publishers define trust in terms of facts, but real trust is about value.
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Founder, media analyst, author, and publisher. Follow on Twitter
"Thomas Baekdal is one of Scandinavia's most sought-after experts in the digitization of media companies. He has made himself known for his analysis of how digitization has changed the way we consume media."
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