Marketing Pilgrim's "Content Marketing" Channel

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When it comes to work-related reading, LinkedIn users are rarely off the clock

time-enough-at-last-350x263Last week, LinkedIn announced their new Content Marketing Score tool which is supposed to help you make the most out of your online consumables. Today, they continued down this road with a quick look at when users like to read work-related content.

When is important for one simple reason – there’s too much stuff and too little time. Like Henry Bemis, we’re all stuck in a world where there’s not enough time to consume all of the intriguing books, blog posts and papers. Because of that, we’re forced to pick, choose and prioritize based on what lands in front of us at any given moment.

New LinkedIn tool will let you know if your content is on target

Linked In Content MarketingLinkedIn believes that content = marketing and for the second time in a week, I got to check the “Content Marketing” category box here at Marketing Pilgrim. Two times in one week doesn’t sound like much but with all the social, mobile, social, mobile, it’s nice to see companies talking about what people are talking about!

That’s what content marketing is – articles, infographics, reports, presentations, videos loaded with information that people can use, engage with and share. In the broadest sense, even Tweets and Instagram updates are forms of marketing content but for the purpose of this discussion, we’re going to talk “long form.”

LinkedIn just released two new tools to help companies figure out what to talk about and then gauge the effectiveness of the content that was released into the wild.

Random acts of content marketing leave customers wanting more

empty heart rgbstockOnly one in three marketers describes their own content marketing as effective. How’s that for a bold, beginning of the week statement?

It comes from a new report from Forester Research called “Build Your Content Brand By Delivering Customer Value” and that pretty much says it all right there. The report says that marketers, in their rush to keep the the lines of communication open, tend toward random acts of content marketing that just leave consumers wanting more.

The problem is that we’re doing it the way we’ve always done it, even though the methods are less effective than they used to be. Why? Here’s a hint. Times have changed.

Getty Images for Free? Getty Embed Makes it So

Getty EmbedEvery new blogger has the same question, “where can I find decent legal images for my blog?” They want to play by the rules but it’s tough, especially if you’re covering fashion, celebrities or breaking news. It was tricky enough when all you needed was one pic per post but these days images are taking over for text and that makes the problem even more pressing.

On the other side, we have Getty Images, one of the premiere sources for trending photos. It’s the archive everyone from ETOnline to the LA Times turns to for celebrity coverage but for the average small biz blogger, the per photo cost is way out of reach. So instead of paying. . .what do they do? Many bloggers use the images anyway and hope they won’t be asked to take them down. Getty could fight. . instead, they decided to switch.

SES London: Affordable Content Marketing for Small Businesses [video]

Marketing Pilgrim contributor Gareth Davies was at the recent SES London conference, with video camera in hand.

He sent back 8 short video interviews, which we plan to share over the course of the week. In this video, Gareth asks Lisa Myers of Verve Search to share some ideas for content marketing that doesn’t cost the earth.

Majority of Marketers Say They Don’t Have the Digital Tools They Need to Succeed

Top PrioritiesThe newly released 2014 Digital Trends report from Econsultancy and Adobe shows that both B2B and B2C marketers are making big changes in the way they reach out to their customers. Unfortunetly, only 23% of marketers believe they have the tools they need to succeed.

Marketers said they were concerned about social media curation tools that block business messages. Others worry that we’ve given customers too many ways to buy exactly what they want so competition keeps growing as customer loyalty fades. But the biggest is the speed at which digital marketing keeps changing.

Said one respondent,

“The creative use of technology coming through the generations [is a key trend]. The 40-year-old marketing director doesn’t have the understanding and natural intuitiveness of the digital natives and so can’t imagine what is coming next. The hyper-connected generation and all its baggage is fast on the horizon.”

Content Theives Rake in a Quarter of a Billion in Ad Dollars Per Year

Small Content theftIt’s 2 o’clock. Do you know where your ads are?

According to the Digital Citizens Alliance, a large number of your legitimate ads are working to support online content thieves. They estimate that these rip-off sites will earn around $227 million in annual ad revenue. The 30 largest sites that specialize in downloaded movies, music and TV shows will each make more than $4 million.

Even if you don’t agree that download sites cut into entertainment industry profits, is that where you want your ad dollar to go?