Blythe Communications    Putting the news to work for you

Contemplating Content...

What exactly is content, anyway? Let's deconstruct: It's something people read, listen to or watch. To be effective for marketing purposes (and for the news business, for that matter), it must be coherent, compelling and concise, whatever the format or channel. It should offer your target audience something insightful and unique, make them smarter and better-informed, and, ideally, motivated to spend money on your product or service - or at least learn more.


But don't just take my word for it. There's a growing acceptance that a proactive content strategy that's tuned into the 21st-century audience is vital for most any type of business. The recent articles below illustrate how this discussion is evolving:

How Headlines Help Your Online Content Find its Audience (Content Marketing Institute, May 25, 2014)

No words are more important in content marketing than headlines: Headlines entice your audience to read articles on your website and blog. They get shared on social media, through syndication, in your email newsletters or in the related resources section of other articles.


The Three Rs of Real-Time Marketing (Fred Rose, LinkedIn, March 21, 2014)

In today’s 24/7 media cycle, there is a constant stream of events happening. Add to the equation the rapidly growing number of social platforms and you’ve got a recipe for successful real-time marketing.


How the Pros Create Great Content (Inc., Feb. 14, 2014)

Marketing programs are absolutely content dependent. But so much of writing today is flat and boring. A lot of content is written for search-engine optimization (SEO) instead of engaging the reader. This may get hits, but the traffic is meaningless if it doesn't inspire anyone.


Eight Reasons to Hire a Journalist as Your Next Marketer (Ragan.com, Jan. 3, 2014)

From headlines to deadlines, news folk understand the fundamentals and nuances of delivering top-quality content that engages and enlightens an audience.


Four Reasons Why B2B Content Marketing is Hard to Get Right (Salesforce.com blog, Dec. 5, 2013)

Nearly three years into the branded content revolution, many B2B brands have recognized the need to move beyond the white paper and into broader content efforts to build awareness and engage their audiences.


The Art and Science of Storytelling (Jonathan Becher, CMO at SAP via LinkedIn, Nov. 21, 2013)

"The implications for consumer marketing are straightforward. We want consumers to view themselves as protagonists in a story with the brand as a supporting actor."


Four Steps to Building Your Content Marketing Dream Team (MarketingProfs, Nov. 18, 2013)

Start by hiring a managing editor. Every content marketing program needs its own "CEO," a role often best filled by a managing editor who reports to the head of marketing.


Content Marketing as a Core Business Strategy (EContent, Oct. 7, 2013)

Your company has a blog that publishes several posts a week? Excellent. You have hundreds of people signed up for RSS subscriptions and frequent comments? Superb. You've got this content marketing thing down? Well, not quite.


You’re Explaining Content Marketing Wrong (EnVeritas Group, Oct. 3, 2013)

Although the importance of developing a solid content strategy and the high potential for return on your investment have been embraced by many, there are still a large number of executives on whom the concept is lost.


Five Steps to Feed the Content Beast (It's All About Revenue-Oracle, Oct. 1, 2013)

For most marketers, creating enough content to support each stage of the buying cycle is an overwhelming task. If you’re using marketing automation for lead nurturing, then I’m certain you’ve faced the ravenous content beast.


Do This to Succeed With Content Marketing (Dave Kerpen, Likeable Local, Sept. 30, 2013)

Content marketing is quickly becoming more than a buzzword - it's an essential part of every company's and salesperson's toolbox. You can create and share amazing content, but unless it's done with the right context as part of the right plan, it won't be effective.


Prove Content Marketing ROI to Your CEO (Content Marketing Institute, Sept. 26, 2013)

We need to stop solely talking about abstract monetary or numerical values and instead focus on two fundamental ways to clearly measure the value of a content marketing effort.


We looked before at business blogging and found that only one in eight businesses can maintain an updated blog. This is pretty amazing considering the huge benefits a blog can bring to your business.


Three Tips for Improving Content Marketing ROI (Ifbyphone, Sept. 3, 2013)

Content marketing is now a way of life for B2B businesses. It’s one of the primary ways B2B marketers generate and nurture leads, establish thought leadership, build their brands, expand their social following, and engage with and retain customers.


How to Create a Real-Time Brand Newsroom (ClickZ, Aug. 20, 2013)

Numerous brands are investing in large digital operations that look more and more like media companies. As brands shift from paid advertising to engaging customers through content marketing, the question is not “Should we?” but “How should we?”



Contact BlytheComm to discuss your content needs and goals: bruceblythe7@gmail.com or 773-391-4068