6 Scary Good Tips to Take Your Content Marketing ‘Beyond the Grave’

Save Your Content Marketing Campaign from the Digital Graveyard

Save Your Content Marketing Campaign from the Digital Graveyard

After conjuring all the budget, talent, and creativity you can muster, the moment you release your content marketing campaign into the digital wild is devilishly satisfying. All your hard work comes alive right before your very eyes, and that’s certainly cause for celebration.

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But after the campaign lives its best life, what will its fate be?

Oftentimes, all that spooktastic work is retired to the content marketing graveyard. However, with the right mix of will and witchcraft, your campaigns can be saved from the digital depths of darkness and be given new life.

How? Below we offer several frightfully fantastic tips to take your content marketing campaign well beyond the grave.

#1 – Consult your book of spells before going into the wild.

Campaigns create spine-tingling spikes in activity. But that excitement can quickly die out if there’s not significant investment in ongoing organic and paid promotion—or if it falls flat for your target audience.

As a result, early-on in the campaign planning process you should consult your documented book of spells—your documented content marketing strategy—to ensure your campaign can contribute to delivering value and insight to your audience and drive toward your objectives.

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As Robert Rose, Chief Troublemaker at The Content Advisory, told us earlier this year:

“As part of the creation process, we have to ask how every piece of content we create delivers value to our audience first, and us second. It is an approach that will never fail.”

As you consult your spell book, some questions to ask yourself include:

  • Will this campaign deliver value to my audience now and in the future?
  • Will this campaign help me achieve my overarching marketing goals?
  • How will I amplify campaign content long-term?
  • How will this campaign content lend itself to other marketing efforts going forward?
  • What tactical considerations do I need to consider to extend the life of this campaign?

Read: Better Together: Why Your Content Marketing Campaigns & Always-On Programs Should Work Together

#2 – Identify when, where, and how you’ll spin your web of amplification.

Sometimes, there’s no substitute for the tried-and-true. I mean, everybody knows that garlic is a powerful vampire repellent, right? So, when it comes to maximizing the visibility of your content marketing campaigns, you need to think on-site and offsite. For the former, consider cross-linking as an SEO fundamental. For the later, remember that cross-channel amplification is a must.

By creating a plan of cross-linking attack, you can ensure that your campaign content is relevantly represented within existing site content—and that the anchor text supports optimization for search.

A good place to start is conducting a mini content audit on your keyword topic area of choice. This will allow you to identify top performing content your campaign can help bolster, as well as potential gaps that your campaign can fill in the blanks for.

When it comes to developing your amplification plan, remember that it’s not just about social media. Certainly, that can be your starting point, but there are dozens of other tactics to include in your strategy securing third-party editorials or links, writing guest posts for industry blogs, email marketing, and so on.

[bctt tweet=”By creating a plan of cross-linking attack, you can ensure that your campaign content is relevantly represented within existing site content—and that the anchor text supports optimization for search. #ContentMarketing #SEO” username=”toprank”]

Read: 50 Content Promotion Tactics to Help Your Great Content Get Amazing Exposure

#3 – Infect the minds of your audience with stunning visual CTAs.

Humans are visual creatures by nature. And perhaps one of the best ways to enchant your audience is through the use of infectious visual CTAs across your channels—particularly on your website.

Let’s start with social: Your social media amplification plan should absolutely include visual content and messaging that intrigues and inspires your audience to take action. And to breath new life into the campaign, take the time to refresh the creative.

When it comes to your website, our advice is scary simple: Attractive and compelling imagery can and should be used on relevant, high-traffic pages to capture the minds of the visitors you’ve already enticed to come to the site.

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They’ve already made it to your site, so make the most of it. If you’ve followed the previous tip, identifying some of the right pages will be streamlined.

#4 – Perfect the creature you’ve created.

Whether your initial campaign results are great or grisly, the beauty of digital and content marketing is the ability to optimize on the fly.

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Is some of your organic social messaging falling flat? Dig into native analytics to see which messages are resonating and look for themes. Then take what you’ve learned to create a new round of messaging to release.

Did you work with influencers and want to unleash more reach? Make sure you’ve made it incredibly easy for them to share by providing pre-written messages and graphics. If you’ve done that, follow up with some initial results—and another round of pre-written messaging—to renew excitement.

Are you gaining traction in organic search for derivatives of your target keyword? Consider tweaking the on-page and technical SEO content where it makes sense to help widen your search umbrella.

The big takeaway here? Always be monitoring results and looking for hair-raising opportunities.

[bctt tweet=”Always be monitoring your #contentmarketing campaign results and looking for hair-raising opportunities. @CaitlinMBurgess” username=”toprank”]

#5 – Resurrect creativity by repurposing content for different audiences.

Campaign content—especially if it includes the unique perspectives and tips of influencers—is a frighteningly fabulous candidate for repurposing. From white papers and eBooks to blog posts and original or third-party research, all of that robust and niche content has the potential to be carved into something new.

For TopRank Marketing’s CEO Lee Odden, microcontent is a ghoulish treat.

“Snackable content can often be managed and repurposed like ingredients to create a main course,” Lee says. “On their own, short form content like quotes, tips, and statistics are useful for social network shares and as added credibility to blog posts, eBooks, and articles.”

Read: A Tasty, Strategic Addition to the Content Marketing Table: ‘Repurposed Content Cobbler’

[bctt tweet=”Snackable content can often be managed and repurposed like ingredients to create a main course. @leeodden #ContentMarketing #repurposing” username=”toprank”]

#6 – Use paid hocus pocus to get extra lift.

In today’s gravely competitive market, pay-to-play digital marketing tactics have become a spellbinding part of the digital marketing mix, especially when it comes to making a splash with a campaign.

If you’re struggling to get traction on your PPC or paid social efforts, start by looking at your keywords and/or messaging and how they relate to the content you’re promoting. Quality, relevant content is the foundation of digital advertising. As our own Annie Leuman points out, “There’s content behind every SERP.” And the same is true for any marketing channel. From there, consider how and where you’re targeting, and implement tweaks.

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If a campaign is already exceeding objectives and expectations, consider pushing the limits a bit by experimenting with different paid tactics. For example, if you’ve had great success with LinkedIn, consider building a similar audience on Twitter. Or add more budget and expand your audience on the channels that are already working.

Rise Your Content Marketing Campaigns From the Dead

If you’re about to embark on a new campaign initiative, take time to figure out how your new treat will fit in your bag of tricks. In addition, whether you’re mid-campaign or want to resurrect something ancient, embrace tactics such as cross-linking and ongoing optimization that have delightfully haunted the profession for years. Finally, get creative with repurposing and paid tactics to extend the life of your campaign.

It takes will, work, and a bit of witchcraft, but your content marketing campaigns can escape the grave. No content marketing campaign is beyond saving. So, get to work—and you’ll see who has the last cackle.

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Don’t let the untapped potential of your content marketing campaigns haunt you. Cure invisible content syndrome with these tips and insights from some of the industry’s leading marketers.

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20 More Dumb Jokes for Smart Marketers

Dumb Marketing Jokes

Dumb Marketing Jokes

A great pun is like a great digital marketing campaign: If you do it right, it will stick with people until they’re compelled to share it — even the simplest ones require a level of sophistication to make and to appreciate.

Every marketer I know is incredibly smart — whether it’s my team at TopRank Marketing, the influencers and thought leaders we work with, or the folks I’ve met at marketing conventions. Marketers are sharp, detail-oriented, intellectually rigorous, and susceptible to flattery.

So, if you’re a smart digital or content marketer, take a break from your challenging, rewarding work and enjoy these jokes. And remember: If your colleagues don’t laugh, they’re just not as sophisticated as you.

20 Dumb Jokes for Smart Marketers

1. Q: Why did Dracula add the Creature from the Black Lagoon to his marketing team?
A: A-COUNT based marketing…at scale!

2. I made a joke about organic reach on Facebook… nobody got it.

3. My marketer friend quit and started a bakery. I tried to walk in the door and this big swatch of fabric popped up and blocked my way! I backed up; it disappeared. I walked forward, big cloth thing in the way again!

“Hey,” I shouted at my friend, “I can’t get in!”

“Oh, sorry,” she says, “You have to click on the banner to accept cookies.”

4. I hired an earthworm, a centipede and a millipede to do my email marketing. They’re really good at segmentation.

5. I’ve been retweeted a couple times by Altimeter Group — but I take little Solis in that fact.

6. I’m doing content marketing for a cheese company. We’re creating blog posts and a few grated assets.

That Was a Gouda Joke Meme

7. I like to run all my AB tests in reverse after the first round. I call it AB/BA testing. It’s great, but only works if your target audience are dancing queens, young and sweet, only 17.

8. I have this marketer friend who still believes in last-touch attribution. He just opened a brick-and-mortar store. He says his highest-performing sales rep is the counter in front of the cash register.

9. Knock, knock!
Who’s there?
Documented content marketing strategy!
Documented content marketing strategy who?
I’m not surprised you didn’t recognize me… Joe Pulizzi was right.

10. I nicknamed my cat “The Vast Majority of Social Media,” because he doesn’t like me, follow me, or share anything.

11. And I nicknamed my dog “Number of Twitter Followers,” because he doesn’t pay the bills but he makes me feel important.

Woof, That Joke Was Ruff Meme

12. How many CRO experts does it take to change a light bulb?
100 the first time, 98 the second time, 93 the third time, 104 the fourth time, 25 the fifth time….

13. I handed Scott Brinker my iPhone and he scratched it! Then he picked up my tablet and scratched it, too! He even put a dent in my Google Home! I said, “Scott, what are you doing?” He said, “What I do best: mar tech!”

14. Knock, knock!
Who’s there?
Brand standards!
Brand standards who?
Sorry, knock-knock jokes don’t fit our mission and purpose statement. Could you tell this as a light bulb joke instead?

15. I’ve lined up Scooby-Doo, Rin Tin Tin, and Lassie for my latest eBook. I call it influencer barketing. We don’t have signed contracts, but we shook on it.

16. Have you heard about the tech startup trying to disrupt honey marketing? They go on and on about the  “authenticity” of their bees and their “next-generation bleeding-edge hive.” If you ask me, it’s all buzzwords.

17. I’m trying to get in shape, so every time I schedule a post on social media, I do ten push-ups. I’m already getting Buffer.

18. So a social media marketer lost his job and went to work on a farm. He worked hard, but had one weird quirk: every morning, he would do a belly flop into the hog trough! After a few days, the farmer had enough.

“You city folks sure are strange,” the farmer said. “Why are you always floppin’ headfirst into the pig slop?”

“Sorry, force of habit,” the social media marketer replied. “I’m trying to make an impression in your feed.”

19. Jokes about amplification are only funny if everyone gets them.

20. Hey, pirate marketer, do you have trouble proving that your campaigns generate revenue?
“Arr! Oh, aye.”

Parrots, The Original Retweeters Meme

Great Marketing Is No Joke

I said up top that great puns and great marketing campaigns have a lot in common. Here’s one important difference: A joke is a single discrete unit, meant to score a laugh and then vanish so the next joke can hit. Marketing campaigns work best when they’re an always-on, sustained effort that builds a relationship.

So, you should use creativity, humor and even wordplay in your marketing. But don’t just toss out individual jokes and expect them to do the heavy lifting.

For example, I wrote ten puns just last week for a client, hoping at least one of them would go viral.

Unfortunately…

No pun in ten did.

Ready for more laughs? Fear not. We got ’em.

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4 Reasons to Get AMP’d Up About Google AMP with Google’s Ben Morss

What’s up with Google AMP? That’s what a room full of marketers were determined to find out on Thursday’s Pubcon Pro session with Google’s Developer Advocate, Ben Morss. In his session, Ben outlined the current state of Google AMP, why marketers should care, and how it can work along with PWAs (progressive web apps) to deliver a seamless, fast and immersive experience.

Below are four top takeaways from Ben’s session:

 1. Speed = Money
There are real world consequences for bad user experience on your website. Some of the stats Ben included to illustrate exactly how include:

  • 53% of users abandon a site if it takes longer than 3 seconds to load according to a Doubleclick study of Google Analytics Data.
  • One additional second of load time can lead to a 3.5% decrease in conversion rate and a 2.1% decrease in cart size according to a Radware report.

The message is clear — people will leave your site if it’s slow, which leads to fewer conversions. And of course, Google uses loading time as a ranking factor. It’s in the best interest of your business to focus on page speed as a key objective, if not for your rankings than certainly for your customers and prospects.

 2. You can use Google AMP to help speed things up
Google AMP can help you speed up your site by:

  • Discouraging or banning things that will slow down your site
  • Removing or banning distracting ads
  • Waiting to load elements until they’re needed

Ben also emphasized that AMP was created to help improve the look and feel of surfing the mobile web. Sure, you can create a dull, featureless website through AMP, but it’s not recommended. The sites that have the best success using AMP are ones that utilize AMP HTML, AMP JS and AMP Cache. This allows for exciting, interactive design experiences that load quickly.

Developers can control the design and CSS of their site, while mitigating the risk of accidentally slowing down their mobile sites after adding image files that are improperly sized, or Javascript that slows down load times.

3. PWAs and AMP make a great team
A PWA is a progressive web app – it provides an app-like experience on the web. It should be fast, integrated with the device, reliable, and engaging. Like the mobile web, PWAs have a lot of reach and are discoverable anywhere. And like an app, PWAs have a lot of power, and are a user friendly experience. If you do a PWA the right way, Ben says, you get the best of both worlds.

So, what are the benefits of PWAs?

  1. You can use an app shell for fast transitions. The shell loads before the content, and dynamic content then populates the view.
  2. Users have the power to add the PWA to their home screen like an app for easy access, without having to download an app.
  3. PWAs can provide a full screen experience on mobile and on desktop, similar to an app interface for a more immersive experience.
  4. Users can access content within a PWA offline through caching
  5. Users can opt-in to push notifications, though Ben cautions that we should use those notifications wisely.

 4. AMP and PWAs can be used together for the best of both worlds – speed and experience
Using AMP helps users discover the content through AMP search results, and have a seamless page loading experience. The content is delivered quickly. Then, when they click in to additional pages, they’re upgraded to the PWA experience to continue to browse.

This helps not only deliver content quickly, but provide an engaging experience throughout the browsing process.

Can this be done without AMP? Certainly, according to Ben. Does that happen often? Definitely not. The reason being that it’s common for developers to inadvertently slow loading time by adding additional script elements or files that aren’t optimized – he even admitted that it happens at Google. AMP helps reduce that risk.

You can go to amp.cards to see a demo of the AMP to PWA experience. It’s worth a look! Note – it works best in mobile.

Did you miss Pubcon Pro this year? Or just want to revel in the glory of what was? Check out the rest of our Pubcon Pro live blogs here.

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