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How To Create Content That Converts

How To Create Content That Converts

http://www.b2bmarketinginsider.com/content-marketing/create-content-converts-slides ? Today I will be presenting to some amazing folks at the Chicago Business Marketing Association. The topic is "How To Create Content That Converts." But here's the simple secret: You have to earn conversions! The best way to create content that converts is to start by creating content people actually want to read. You don't need a whole bunch of new resources. You just have to stop creating content that doesn't convert because no one wants to read it. Stop creating content that tries to convert and create content that people actually want. Then you can figure out the best way to convert them. In The 2014 Content Marketing Imperative, I shared some amazing statistics that show that "content marketing is like sex" (Joe Pulizzi said it, not me): Everyone is doing it. But no one is very good at it. Why? Because we are trying too hard to convert and not trying hard enough to make our buyers happy. If we focus on them and their needs, we can earn the right to convert them. You may not get it perfectly right the first time. But if you keep creating content that people want to read, then you can test and learn what works. This is the main point of my presentation today. We haven't figured it all out yet. But we're going to continue testing ways to earn our audience's attention through helpful content and how best to gain their trust. You can see the slides here and please let me know what you think in the comments below. And follow me @BrennerMichael

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2.41k views • 53 slides
What Is The Future of Content Marketing [Trends and Predictions] #BtoBLive

What Is The Future of Content Marketing [Trends and Predictions] #BtoBLive

http://www.b2bmarketinginsider.com/content-marketing/trends-predictions-future-content-marketing - This week I presented at the BtoB Magazine's Digital Live conference in New York. The topic was the future of content marketing. And I walked the audience through the trends and some of my own predictions related to content marketing, marketing and even the future of business itself. Some Content Marketing Trends: Everyone uses content marketing but no one feels they are very good at it. The Content Marketing Institute and MarketingProfs released their latest trends that showed that more than 90% report to use content marketing and less than 50% fell they are very good at it. Advertising is on the decline. Mass marketing and promotional advertising techniques just ain't working and this causing marketers to consider content marketing over advertising. Still, 73% of consumers could care less if the brands they use disappeared tomorrow My Content Marketing Predictions Customer-Centricity is the only way to break through the noise of boring and self-promoting content. We must begin to make our customers the heroes of our stories The future of content is mobile, visual, consumable and snackable More brands will start acting like publishers and setting up newsrooms. Brand journalism is here to stay. Brands will partner with publishers to deliver high-quality content in innovative new ways. Brands will begin to entertain their audiences by producing high quality entertainment and features A few brands will have the courage to show their human side and produce funny, humorous content So there you have it, some of my top trends and predictions. What do you think? Let me know what you think in the comments below. And please follow along on Twitter, LinkedIn, Facebook and Google or Subscribe to the B2B Marketing Insider Blog for regular updates.

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1.56k views • 41 slides

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