Are you a content marketer? Or are you more of an inbound marketer? This week found folks choosing sides, as Content Marketing World rocked Cleveland and HubSpot’s INBOUND 2015 hit Boston hah-bah. But lucky for you, client work kept us home, where we kept up on all the other content marketing and content strategy stories you might have missed. Here are the five best things we saw and shared this week.
- Passle CEO Tom Elgar took to the Spin Sucks blog to address the question of quantity vs quality, delivering a fantastic framework that balances the two. Get his take on how YouTube’s concept of Hero, Hub and Hygiene content work together to create a well-rounded consumer experience.
- Amber Naslund advised content marketers to steer clear of the quick and clever. Instead (she said), “don’t neglect the stuff that isn’t so fun to create, but that your buyers really want to reference. Or that your salesforce can share and leverage. It’s the meat of your content strategy, but the one that gets less press than anything else.” Why? Because that’s where the money is.
- Former Ziff-Davis and IBM marketing maven-turned-B2B-consultant Ruth Stevens (writing at Biznology) sang the praises of gated content for business-to-business brand building. Why? Because that’s where the data is. A contrarian view for the let-it-be-free school of content marketing thought, but one that makes good sense for anyone seeking proof of performance and predictable results.
- Whether you gate it, put it out there, focus on high end heroes or get clever with content, one thing’s for certain. If you want to keep your content program on track you’ll need to think about roles, responsibilities, ownership, documentation, and governance. In other words, you need to think about content workflow (as this Gather Content post makes clear.)
- And finally, from Content Marketing Institute (bringing us Content Marketing World this week), we have Michele Linn’s look at what brands can learn from NPR’s This American Life about delivering the right content to the right people in the right format at the right time.