Here’s what works now in content marketing according to Aaron Orendorff, Zach Bulygo, Claire Suellentrop, Edward Dennis, Elisa Gabbert, Casey Armstrong, Bill Widmer, Brian Sun, Amy Wood, Kaleigh Moore, Andy Crestodina, Johnathan Dane, and Steli Efti. The Content Marketing Hunger Games (I’m trademarking that ASAP) will eat you up and spit you out. What matters is creating content tailor-made for decision makers. The only way to do this is by creating data-driven personas and locating where in your funnel each particular piece of content can meet needs and catapult your audience into the next step.
Both types can often be tweaked and repurposed to fill the other funnel, and when you give the two equal attention, you set yourself up for a much higher ROI on your acquisition efforts.” Here’s what I mean by start narrow.
The longer something’s been around, the more authoritative it tends to be.
The longer it has to be shared, read, bookmarked, and linked to.
The content marketers themselves and content leaders within today’s leading marketing technology companies. Because the reason he’s been able to run away with “conversion optimization” headlines (rankings and credibility) is because he understands exactly Aaron Orendorff is the Founder of Iconi Content and a contributor at Mashable, Entrepreneur, Huffington Post, Lifehacker, Inc., Fast Company, Business Insider, Success Magazine, The Next Web, Content Marketing Institute, Copyblogger, Marketing Profs, Conversion XL, Unbounce & more. ) This next year is all about personas and funnels. Because content for content’s sake — even popular content — is a seductive myth. On top of that, content has to fit into the buying cycle of real humans and real organizations.
The ones who’re on the front lines, slogging it out every single day.