Publish Content That Readers Share and Search Engines Love

Content publishing is critical to any digital marketing initiative, helping brands boost discoverability, build rapport with prospects, and keep existing constituents engaged. But these efforts too often comprise banal content written for search engine crawlers rather than humans—an approach that inevitably backfires to deplete marketing budgets. Ultimately, successful content marketing comes down to consistently publishing multimedia that creates unique value for a specific audience. Follow the steps below to exceed those criteria and maximize the fruits of your investment in content marketing.

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Fuel Positive Online Reviews and Leverage the Negative Ones

Customer reviews on sites like Yelp, Google and industry-specific sites can be the lifeblood of businesses across verticals. An oft-referenced survey by BrightLocal found that 92% of consumers read online reviews, 40% form an opinion based on just 1-3 reviews, and star rating is the top factor for choosing a business. Positive online reviews, particularly on Google, also play an important role in local search engine optimization. But fostering positive reviews is challenging and resource-intensive, while managing negative ones is delicate and daunting. Here’s your guide for both.

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Captivating, Authentic and Totally Free Stock Photos

Stock photos are the worst. As you aim to humanize your brand and build rapport with your audiences, their generic, staged appearance creates banality and—worse—inauthenticity. Instead, use the totally free, unlimited-use resources below to enhance your content with originality and authenticity.

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Make Influencers Your Most Powerful Evangelists

Digital media—particularly social platforms and review sites—are profoundly useful for facilitating word of mouth among your prospective audiences and customers. Perhaps the greatest utility is in their ability to reach and activate the expansive, highly relevant communities of influential individuals and organizations in your field. But to do so effectively requires much more than a requested tweet from a high-follower account; influencers must be carefully targeted based on relevance, reach and resonance, then nurtured strategically and authentically to build genuine brand affinity.

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Podcasts You Can’t Miss—Marketing and Otherwise

We’re podcast fanatics, with a deep affinity for the spoken audio programming and a fascination for the booming podcast industry. Striking every emotional cord, this most intimate medium keeps us in tune with digital marketing and amused throughout our daily commutes. Here are the shows we can’t live without—updated often amid our endless quest for extraordinary content.

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Inspiring Web Design

We’re continuously hand-picking our favorite website designs to inspire our own projects. Whether you’re designing a site yourself, working with another professional, or simply enjoy great design, you’re sure to find them valuable, too.

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The Formula for Successful Social Media Marketing

Social media offer a profound opportunity for you to attract, nurture and convert new audiences by reaching the right people, with the right message, at the right time—but only with committed resources and a deliberate strategy. Used haphazardly, social media marketing can drain your budget and—worse—diminish your brand reputation. Too many business take a spray-and-pray approach, where they blindly publish banal content without intention. With a concerted, interactive approach that complements organic posts with paid amplification, you can stand out in an increasingly noisy social environment to advance your digital marketing goal.

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The Fundamental Elements of a Digital Marketing Plan

Brian Tracy says it best: “Every minute you spend in planning saves 10 minutes in execution.”

By defining what you seek to accomplish and the influences impacting your success, you’ll formulate the most effective approach to your digital marketing aspirations. A thorough plan prescribes each step of a digital initiative, making its implementation productive and painless. It also establishes clear expectations from the get-go, and guides internal and external conversations throughout execution.

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