Category: Content
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You Ask, I Answer: The Future of Content Marketing?
Stephanie asks, “How do you see content marketing evolving in the future?” AI will produce much more of it, and our role will be as prompters and editors. We already see this with tools like Nvidia’s GauGAN, the GPT family of language generators, and the AIVA music composition system. When you look at the quality…
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You Ask, I Answer: Content Marketing Topic Research?
Erika asks, “What are your tips and best practices for topic and keyword research in content marketing?” It depends on the size of the content and how much domain expertise you have. Scale your research efforts to the level of risk the content poses and how important it is that you get it right. Can’t…
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You Ask, I Answer: Affordable Stock Footage and Photos?
Leah asks, “What do you recommend for an affordable stock photos / stock footage site?” You get what you pay for doesn’t necessarily apply to stock photos, because sometimes you get a lawsuit and those are fairly expensive. What should you do? Roll your own, for legal reasons. Can’t see anything? Watch it on YouTube…
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You Ask, I Answer: Keeping Old Links in Content Recycling?
Marya asks, “Would I ever need that old link to have “permanence” online and history? By changing this to an updated “new” link, do I lose any ‘clout’ or historical SEO points if I take them ‘away from the past’ and ‘borrow them for the future?’” As long as links are redirected properly, you shouldn’t…
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You Ask, I Answer: Conducting Research for Content Marketing?
Joe asks, “How do you conduct research for a new content marketing project? Where do you start, what steps do you take, and what systems do you use to organize your research and findings?” It really depends on the project and how much depth I need to go into. How much detail do you need?…
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You Ask, I Answer: Re-Using Blog Content For Other Channels?
Danielle asks, “I have started writing blog posts on our company website. Should I use the same content for email marketing? Should I just reuse the content or link back to the site? What about social media?” Content re-use is a fine strategy to get the most out of high-value content. The reality is that…
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You Ask, I Answer: Using Company Names in Blog Content?
Matt asks, “Our agency wrote a blog post about 6 things to consider when choosing a yearbook publisher. However, they only used our name in the post once. That seems…odd…to me. I asked why and they said “We do not recommend putting your name in because it will then turn it into an ad and…
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You Ask, I Answer: How to Use Data in Content Marketing?
Jason asks, “Can you describe a marketing initiative that illustrates the intersection of data and content?” Data is an ingredient, and a fairly substantial one, for any form of content marketing. In content marketing, you have an opinion, a point of view, and then you have to support that opinion. That’s where data comes into…
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You Ask, I Answer: The Difference Between SEO and Content Marketing?
Assaf asks, “Do you look at SEO marketing content differently than “regular” content marketing? Should all content be SEO oriented content? When would you make the distinction?” There is no difference any longer, with the way search engines have implemented artificial intelligence and machine learning. It’s all one and the same. Make great content that’s…