Online Content Collective August 26, 2013

Content Collective Marketing

Our focus on content marketing continues in this week’s Online Content Collective. First, we take a look at some of the lessons that can be learned from a recent (and rather large) success of a popular online publication, and then we’ll delve into some of the nitty-gritty elements of authorships. Finally, we share an article about how both emotions and logic play into the buying process, and why your content marketing strategy has to address both elements to be truly successful.

Taylor Proctor Recommends:

Timeless Content Marketing Lessons from the World’s Fastest Growing Online Publication

UpWorthy is a new online publication, much like BuzzFeed or Huffington Post, which has seen record numbers of traffic in just months. They’ve skipped over the standard lists of cat articles and other internet junk content and focused almost completely on insightful and useful posts.

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How is this possible? When websites publish so much content in a day, how could they possibly maintain strict quality standards for everything? Surely some things have to slip by. According to this article, this dedication to quality is exactly why they’re succeeding. Take a look at some of the insights content marketers can glean from their processes.

Brian Jensen Recommends:

rel=”author” frequently asked (advanced) questions

Authorship can go a long way in Google to establishing the value of your content and increasing your rankings. It’s about more than rankings, though. The goal is to help searchers discover content from specific authors who they might find interesting. Getting your authorship profile set up isn’t that hard, but there are some advanced questions that Google has addressed in this post.

Colby Hooley Recommends:

In Content Marketing, ‘People Buy on Emotion and Rationalize with Logic’ Is a Mistake (Part 1) (Part 2)

How do you present your company in your content marketing efforts? Are you coming across as stale and plain, or are you working too hard to pull at those heart strings? While emotions have always been a huge motivator in the buying process, it may be a mistake to focus solely on that element of the consumer psyche because we’ve come to an era in which that kind of content feels manipulative.

So what’s the answer? We need to understand how both emotion and logic play a part in the buying cycle so we can better engage our customers and create more effective marketing strategies. Of course, that’s all nice and fun to say that kind of thing, but it doesn’t mean much without some hard details and actionable plans. So check out this two-part article series to see how you can address this issue.

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1 Comment

  1. Leather Briefcase says

    The problem is that Google commands respect as if it was responding like a real business to business or business to customer.
    Google is a blind drone, working from a map made up yesterday.
    Websites need to conform by speculating what’s on the map today.
    Navigation of the drone is overseen by a mathematical robotic system that obviously is not up to the job…that’s why it keeps getting new instructions…
    Is relevancy the lost compass?

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