This week’s big story might be Pope Francis’s historic visit to America — tooling around Washington D.C. in his rented Fiat, addressing Congress, dining with the homeless, leading prayer services in Manhattan, waiting in line for his new iPhone 6S (we made this one up) and tying up traffic everywhere he goes — but we think these pieces of content marketing wisdom are worth a thumbs-up too:
- This week, Kapost argued that there’s no such thing as content marketing. Heresy? Not quite. Their point is that when you treat content as just one piece of your marketing strategy, you risk missing out on the many roles content can and should play in engaging customers at every stage of the buyer’s journey. Their post also includes their take on how internal and external “content chaos” force companies to adopt reactive, tactical, ultimately detrimental approaches to content.
- Over on the Business2Community blog, ThoughtWorks’s Adam Monago wrote about the whys and hows of 10x content — content so good that it’s 1o times more valuable to readers than the next best option you can find. How much of your content is 10x content?
- Andrew Davis asked, “Why Are You Here?” He wasn’t being existential; he was being literal. Drawing inspiration from Shinola’s evocative story of why they’ve chosen to build a new classic American business in a true classic American business city (Detroit), Drew challenges all companies to tell better origin stories and to embrace a sense of place.
- The user experience gurus at Nielsen Norman Group offered up their POV on when to gate and when not to gate content, along with tips on how you can make the registration process for gated content more user friendly.
- And finally, here’s one for the money changers — Contently’s advice for how financial services companies can create great content without getting on the wrong side of the righteous (or at least without violating FINRA regulations.)