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The 3 Content Marketing Strategies that Map Marketing to Sales

The 3 Content Marketing Strategies that Map Marketing to Sales

Content marketing today is a lot like the bulldozers about to knock down Arthur Dent’s house in chapter 1 of a Hitchhiker’s Guide to the Galaxy.

That is to say, something that’s been in the pipeline for a rather long time, but seems to only be receiving the proper recognition now that it’s right outside our windows.

Despite how long content marketing has been around, very few marketers seem to understand what their options are for mapping content to the sales funnel.

Learn how.

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Why Hubspot’s IPO Doesn’t Say Anything About Inbound Marketing As A Strategy

Why Hubspot’s IPO Doesn’t Say Anything About Inbound Marketing As A Strategy

Earlier this week Convince and Convert published a post titled, “Is Inbound Marketing Actually Profitable or Just a Slogan.”

In the post, Tom Webster asks some provocative questions about what Hubspot’s recent Initial Public Offering (IPO)—and the peek into their finances that provides us—actually says about the overall profitability of inbound marketing.

After creating the term “inbound marketing” and spending 8 years educating marketers and businesses on the value of content marketing, it seems the company has failed to be its own best case study.

Webster’s main question is, what does it say about the model if one of the leading experts in the field (Hubspot) doesn’t implement it effectively?

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Write this, Not That: 5 Simple Swaps That Will Make Your Blog Posts More Appealing

Write this, Not That: 5 Simple Swaps That Will Make Your Blog Posts More Appealing

You spent all day hunched over the keyboard working on a blog post for your website… Finally, you type the last line and stand up to stretch.

Excited, you share what you’ve been working on with a friend, a colleague or even just your wife.

They get halfway through, yawn, and say, “Eh, it’s okay.”

Not exactly the response you were hoping for. So, what can you do? Here are 5 simple swaps to make your blog posts more appealing.

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Couldn’t Say It Better: How Can Content Marketing Help You Pull?

Couldn’t Say It Better: How Can Content Marketing Help You Pull?

Last year, as part of their campaign for the International Content Marketing Summit, the Content Marketing Association (CMA) created the video below. Reminiscent of the Mac vs. PC ads from 2006, chose to personify Traditional Advertising and Content Marketing as two men trying to pick up a date at a bar to show you how they are different.

Which one gets the girl? Watch the video to find out.

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Writing Website Content? Answer These 3 Questions First

Writing Website Content? Answer These 3 Questions First

A lot of the time small business clients wind up writing website content themselves.

Sometimes it’s because they don’t have the budget to hire someone to do it for them; sometimes it’s because they honestly enjoy writing their own content.

And that’s okay. Especially if they’re halfway decent writers.

Sometimes those pages are damn good. But just as often, I’ve found they leave out one (or more) crucial pieces of information. How can you tell which category your site fits into?

Let me explain.

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What Nonprofits Need to Know To Use Content Marketing Effectively

What Nonprofits Need to Know To Use Content Marketing Effectively

The Jell-O brand did not have a particularly auspicious start. Gelatin had long been a popular desert delicacy, but it took forever to make. So in 1845 a man named Peter Cooper decided to invent a better option. He figured out how to make powdered gelatin and patented his invention.

But once he did that, he apparently became bored with the whole idea and moved onto the production of powered glue.

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How Microsoft Missed the Mark With “Child of the 90s” Campaign for IE

How Microsoft Missed the Mark With “Child of the 90s” Campaign for IE

Back in January 2013 Microsoft uploaded a video to Youtube, titled “Child of the 90s.” An advert for the new Internet Explorer, it aimed to appeal to Generation Y’s sense of nostalgia.

On the surface, it seems like it does a good job. Huffington Post reporter Michale Rundle wrote:

…the effect for the right audience – including yours truly – is just to make you a bit weepy for a lost time when the internet made weird noises when connecting and Rage Against The Machine were still making albums.”

As a member of Gen Y, I agree. It definitely struck that nostalgic note; if doing that was their sole purpose, I’d judge the advert successful.

But if their goal was to “sell” Gen Y users on Internet Explorer, they failed.

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