Month: December 2022

How assured do you are feeling about your plans for 2023? After the previous few years, making a (best-laid) plan feels extra like fodder for memes than a method to the specified finish.

The worldwide well being disaster could have receded for now, however loads of uncertainties loom (a worldwide recession is only one).

But, as I wrote final yr, “content material advertising is concerning the future – getting ready audiences and prospects to unravel their issues, meet their challenges, and attain their targets.”

Meaning you need to put together to satisfy no matter comes. And also you’ll should be prepared to regulate and react to adjustments in your viewers’s wants and preferences – together with how they discover and interact with the content material you create.

So, as soon as once more, we’ve requested business thought leaders (together with Content material Advertising World audio system and Content material Advertising Award winners) for his or her insights and recommendation on the traits more than likely to have an effect on your work in 2023.

A couple of frequent themes emerged from their diverse takes.

Advances in synthetic intelligence and Web3 expertise could assist your group fill a few of your inventive gaps, however that’ll take a willingness to experiment and be taught.

You’ll additionally have to replace the way you entry and apply viewers knowledge due to Google’s useful content material replace and Google Analytics 4 deadline.

In the meantime, lots of the specialists we requested see a promising drive

The connection between content material and income has by no means been straightforward to discern. However content material advertising and marketing’s latest rise in significance will seemingly deliver further scrutiny to each greenback spent.

The best is a content material technique that engages an viewers and leads a lot of them to turn into prospects and are available to depend on and possibly even evangelize your model’s companies.

However how do you show that your content material does any of that?

Phyllis Davidson, vp and principal analyst at Forrester, shared a course of that ought to assist in the course of the latest Content material Advertising and marketing Institute webinar Present Me the Cash: The Function of Content material in B2B Income Development (accessible on demand).

Connecting content material, buyer expertise, and income

Organizations create content material to assist their prospects and prospects. Sadly, an excessively advanced buyer (and content material) expertise typically will get in the best way.

In accordance with Forrester’s analysis, B2B patrons typically discover enterprise content material lower than useful. A number of the distinctive and highly effective information factors embrace:

• 55% of respondents name the fabric they get from companies “extraneous” and sought content material from different sources to verify its validity.
• 61% say they obtain an excessive amount of materials from companies.
• 63% say the content material is extra targeted on fashion than substance.
• 67% of respondents say they worth aggressive comparisons – and so they aren’t getting it from distributors.

However Phyllis says

Matt Hartley isn’t a marketer.

And but, he’s a 2022 B2C Content material Marketer of the Yr finalist.

Although seemingly incongruous, it’s not. Corporations don’t all method content material (or advertising) with the identical organizational construction.

Matt leads editorial technique for TD Financial institution Group as a senior supervisor within the company and public affairs division. Beneath his management, TD Tales took dwelling high honors for Greatest Content material Advertising and marketing Program in Monetary Providers and earned finalist mentions for Greatest Content material Advertising and marketing Launch and Monetary Providers Publication within the 2022 Content material Advertising and marketing Awards.

These outcomes show that division, title, and reporting construction don’t matter if the content material works.

“We inform tales aligned with (the corporate’s) communication objectives. We’re not essentially seeking to promote one thing. It’s about model constructing, thought management, monetary literacy,” Matt explains.

Right here’s how a non-marketer finalist for Content material Marketer of the Yr constructed an award-winning program.

If the #Content material works, particulars like reporting construction, title, and division don’t matter, says @AnnGynn through @CMIContent. Click on To Tweet

Launching the newsroom

In 2018, Matt joined TD as a content material strategist. He was employed partly due to his background in reporting and creating new content material merchandise. Matt had labored as a know-how reporter at The Globe and Mail and the Nationwide Publish. He additionally created the Monetary Publish Tech Desk, a house for Canadian and worldwide tech information, and was the founding editor of

Video is a necessity in your marketing strategy now, given that people now watch more of it than ever.

With social feeds swamped with this must-have content, you can’t stand out if you compromise on quality. But videos that influence take time to create – planning, scripting, recording, editing, and everything in between.

To get the maximum return for all that work, make sure you repurpose your quality videos (both the ones you’ve created and any you plan to create.) I’ll show you how to create many kinds of content from a single video (and why you should).

First, I’ll explain my definition of content repurposing.

What is content repurposing?

Content repurposing involves turning a piece of content into different media for use across multiple platforms. It involves thinking creatively about communicating your message in different formats and locations, so you can reach and connect with more people.

Content can be multifunctional. A YouTube video doesn’t have to only remain on YouTube. It can become a blog post, a podcast episode, a social media graphic, a LinkedIn post, or even a meme or GIF.

Repurposing video content frees your strategy from relying strictly on an audience of YouTube fans or video lovers to discover your content. Your repurposed video content can grab the attention of social media users, podcast listeners, blog readers, etc.

But don’t think content repurposing is a buzz phrase for copying and pasting. Content repurposing, if done well, is a strategic and creative process.

Each repurposed piece