By Amanda Farmer, Dreamtown Strategic Director
If you’ve ever turned to our benevolent overlord the Internet for marketing advice, chances are you’ve landed on a Kapost article. As a platform for content marketers, Kapost really practices what it preaches, running a highly strategic, consistent, quality content program that gives it excellent pagerank for most content-related searches.
Being a content writer and strategist myself, I was certainly aware enough of Kapost to feel flattered when its editorial team asked me to become a guest contributor to their blog, The Marketeer.
We started with a series of posts centered around frequently searched content marketing definitions and will be tackling some more in-depth issues in the coming weeks, including how B2B tech marketers can more effectively market to IT teams.
Until then, take a look at some of my recent contributions. Enjoy!
On content marketing:
Ask someone to perform a content audit, and it sounds pretty straightforward. Sit down to actually perform a content audit, and you’ll find yourself in a circle of hell that Dante dared not speak of. I exaggerate. But barely. You’ll be challenged by a number of beasts during your journey through Content Audit Hell, which always begins in the Valley of Inventory. The first beast you’ll meet, fittingly, has no specific name. We’ll call him “Ambiguity.” Read more
Content marketing definitions:
You may think that writing a blog post on the definition of a self-explanatory term like “content strategy” is just an SEO ploy. Well… ok, you’re partly right. But before you get all smarty-pants smug, let me ask you a question. Does your company have a documented content strategy? Not an editorial calendar—a content strategy. Read more
Are you one of those people who loves making lists? As a child, did you buy fresh notebooks and flip through the pages, inhaling the scent, before finally committing that first, perfect stroke in glossy ink, tingling in anticipation over the moment you’d later cross through it with a single, straight line? You sound like kind of a weird kid. Were your parents worried? Read more
For centuries before the idea of “brands as publishers” came along and gave a generation of marketing writers renewed job security, traditional publishers used editorial calendars, or ed cals, to plan upcoming stories and help advertisers choose their insertion schedules. That hasn’t changed, but today, brands have co-opted the editorial calendar, in name and essence, as a way to plan and manage their content marketing programs. Read more
Because the vast majority of any content marketing program relates to research, strategy, and analysis, some might call content production the “fun” part. It is, after all, the point in the process when your uptight, left-brained strategists finally unleash a horde of neurotic, right-brained creatives to turn your plan into reality. (Sometimes the same person is responsible for both strategy and production—take it from me, you don’t want to hear the conversations going on in that head.) Read more
I’ve always loved mindless tasks. I remember the day a supervisor at my first job decided she’d reward me for good creative work by taking away all the mindless, entry-level tasks I’d been responsible for—reports, restocking paper, you name it. It was hard to hide my disappointment. Read more
Content masters create campaigns the same way master chefs create multi-course meals. They think of each course as part of a journey through distinctive but thematically unified experiences. (Now re-read that in Anthony Bourdain’s voice. Much cooler, right? Feel free to have him narrate the rest of this post.) Read more
You might have never heard the term before, but if you’re running a content marketing program, chances are you’ve worked with content pillars in the past. A content pillar is simply an in-depth piece of content, such as an eBook, whitepaper, video, or research report, that can be broken out into many smaller assets, such as blog posts, infographics, and emails. Read more
If this is your first time hearing the word “microblog,” I know exactly what you’re thinking. [meme: What is this? A blog for ANTS?!] Common misconception. Read more