Content NZ’s members are using content to communicate on behalf of brands and build relationships every day. Here they discuss what’s happening at the content marketing coalface and what they think about it.
It's more important than ever to pay attention to your owned media channels so that you have control over your digital presence.
Creative Agent founder, Kris Herbert, looks at the what content marketing can learn from relationships and what relationships can learn from content marketing.
Erin Jackson of Narrative explains the link between engagement, values and ethics.
Should we apply a zero-tolerance policy to jargon? Jargon has its place in content marketing. In fact, it can make your content more effective. The trick is knowing when, and how, to use it.
Being found on Google shouldn't be a needle in a haystack. While developers are responsible for the code, copywriters are in charge of SEO copywriting or on-page SEO – the text content, links and meta data. Here is a brief overview of good practice when optimising website copy.
Content marketing is a major focus for service and product businesses. Andrea Stevens discusses its editorial rather than advertorial focus, and reviews two excellent international examples.
Content mapping is part of every content marketing strategy and describes the process of mapping content types with each stage of the customer journey – from brand awareness to lead generation to purchase and repeat custom. When you engage people with relevant, helpful, and resonant content at the right stage, you'll enjoy a higher return on your content investment.
The customer journey – also called the sales funnel – is a framework for describing how a prospective customer converts from stranger to lead to convert. We use the framework to review how your content marketing efforts support this journey so that customers 1) find you, 2) engage with your content, 3) email, call or sign up to your newsletter, and 4) become a paying customer.
