Branded content

Inbound content marketing – what is it and how does it work?

The “well…d’uh…” answer would be: “content marketing aimed at an inbound audience.” But that really trivialises two very specific skill sets – i.e. the ability to understand both inbound marketing and content marketing, as well as nailing the complex task of putting the two together. However, once you understand the fundamentals, it really can be quite simple!

How effective is content marketing?

Measuring the impact of content marketing is no easy feat. Those of you who already work in a content marketing role will know what challenges and pitfalls may await – for example, ambitious channel managers will take the accolades when content performs well (i.e. dressing up the performance of strong on site content as “performing well for SEO”). So what’s the best way to assess the effectiveness of your content marketing efforts – in a way that doesn’t sell your value short? Here’s how I do it…

What is “omni channel” content marketing?

Omni channel content marketing isn’t nearly as complex as the name suggests. It’s really just a way of ensuring your content is well aligned wherever you have a presence – a strategy to ensure your content all pulls together to turn a casual browser into a loyal brand advocate. Read on to find out how an omni channel approach can supercharge your content marketing efforts…