content marketing

Make Them Come To You.

7 Ways To Make Your Content Educate, Entertain & Enlighten.

You're either a Purple Cow or you're not. You're either remarkable or invisible. Make your choice. - Seth Godin, The Purple Cow

On the Internet, you’re either remarkable or invisible. Does your business have a remarkable story to tell? How will you stand out from the ever-growing crowd online? Do you want to get your business found in the search engines? Do you want to engage and connect with prospects in a VERY real way? Are you curious about how social media can provide a ROI for your business? Enter content marketing. The basic premise: people don’t want to be sold to.

Content marketing is simply the art of creating rich, engaging, shareable, digital ‘stuff’ that connects with your prospects, educates them, entertains them and engages them, and then getting that content found in the right place, at the right time, with the right message. They use Google to find the stuff that they want, when they want it and how they want. If you want to win in 2016, you need to be creating amazing digital stuff that connects.

Some Content Marketing Best Practices:

Know / Define Your Audience.
One of the biggest mistakes I see companies make is this: they write / create content as if it were for them, NOT their target prospects. Granted, you know your business better than anyone, BUT, your prospects may not have a clue OR a care about how you make the ‘sausage’. They are looking for information that’s geared and catered to them. Once you define your audience, you can generate content that is geared for THEM.

Create an Editorial Calendar.
An editorial calendar is simply a plan of attack for a period of time (a month, a quarter, a year). Which content are you going to create / have created when? You know your sales cycle, so it’s wise to create a corresponding calendar of content that helps to reinforce your sales cycle. Think about what your consumers need / want during which fiscal quarter, and craft your content creation and delivery around their needs.

Create Content In Multiple Formats.
Blogs are great and are amazing fuel for search engines, but images, graphics, infographics and videos can be easily shared across social media channels. Be sure to create a comprehensive content plan that involves multiple species of content, and constantly seek ways to grab the attention of your audience while staying on brand. For example, infographics provide an excellent way to educate your clients about your process in an easily shareable format. Be creative and make certain that your graphics are professional and crisp.

Hire A Professional.
Not everyone can write. Not everyone is an artist. Not everyone can create an animated video. Content marketing, if done poorly, can actually push people away from your brand rather than attract them to it. Be certain that you have resources available to you to create rich, professional and STRATEGIC content. With content marketing, it doesn’t pay to be cheap.

Share and Share Alike.
Creating amazing, remarkable content is just the beginning. Once it’s been created, it needs to get found in the right place, at the right time, and by the right people. Sharing your content across multiple, relevant and appropriate social media channels can help to get your content seen quickly AND get Google and other search engines to pay attention to it. The name of the game: get your content seen by as many influencers as you can. If people love what you are creating, they will share it. They will comment on it. They will begin to trust your expertise as a brand, and potentially, buy from you.

Don’t SELL.
Content that is full of sales speak will fail. People do not want to be sold to online. They don’t have to be. Create your content with the purpose of educating, entertaining, enlightening, improving customer service, spreading good cheer, etc., and you’ll win.

Rinse & Repeat.
The Internet never sleeps. Each minute, millions of new articles, graphics, videos, and websites are being created, so don’t give up. If you build a solid, consistent content marketing machine, you’ll go far, but it’s important to not give up when you don’t get instant gratification.

For more content marketing tips to help grow your online presence, be sure to visit

Epic Content Battles: Episode 2: The Contentinators® Save the Day

The Contentinators®, protectors of content marketing everywhere, approached the gloomy façade of the downtrodden John Doe Corporation and immediately did not like what they saw. An unlit sign, piles of garbage partially blocking the entranceway, an outward bound Internet cable flailing unconnected in the wind. Terrible things. 

“If this is what the physical public face of the company is, imagine the online presence,” Sleuth said. He seemed to shudder at the thought. 

“I just hope we’re not too late,” The Curator said. 

“There’s always hope when the job is in the hands of a good content marketing agency,” Engage muttered. 

They kicked open the door to find an office filled with stacks of random papers, a single fan spinning with one blade, and a television beaming only white noise. Every computer screen had an eerily silent image of a skull and crossbones. The place looked deserted. 

But from behind one of the giant irrelevant towers of printer paper came a cough. The Contentinators® rushed over and uncovered a lone man wearing a sideways tie, his glasses askew, and a cup of coffee cold as a Wyoming winter still gripped in his hand. He looked stunned, as if he’d been programmed incorrectly, and upon seeing our heroes, he instinctively shot a hand out with a business card in it. Everything on it was misspelled, and the print so faded that it was difficult to read anyway. 

“Deceptor Marketing said we didn’t need a blog. That online engagement is overrated. They said a monthly paper newsletter was fine, and stamps are cheaper than people think,” this man mumbled, unprovoked. 

The Curator bit his fist, suppressing a scream.

“69% of marketers are looking to increase their blogging presence this year,” Sleuth said, calmly. “And 45% say it’s their most important content-related strategy. Care to know why?”

The lone surviving employee of John Doe Co. nodded simply. 

“Because it is!” The Curator yelled, his nerves frayed at the sight of this business disaster before him. Engage put a gentle hand on his shoulder. 

“We can fix this, though,” she said. “It’s not too late.” 
“Let’s get to work.”

And so The Contentinators sprang into action. Social networks were set up for all platforms, content uploaded, and SEO optimization pushed to its limits. Blog posts for John Doe Corporation began to spread happily throughout the Internet, flocks of metrics and analytics began to suddenly meet stated goals. E-mails and phone calls flooded in as the night wore on, orders and questions connecting to those online pieces of outreach. As the sun rose on the next day, employees slowly began wandering back in the front door, as if returning to the scene of a terrific natural disaster. 

By mid-morning, with the help of a super professional content marketing agency, John Doe Corporation was starting to look like a fully-functioning 21st-century business. The ship was beginning to be turned around. 

“I can’t thank you enough, Contentinators. Is there anything we can do to help stop Deceptor Marketing?” the transformed employee asked as our heroes headed for the door, exhausted, but satisfied. 

“Just spread the word. Remind people that 82% of businesses with blogging capture a positive ROI for inbound marketing,” Engage said.

Visits To Site On Blogging Days VS. Non Blogging Days

John Doe Corporation After Working With The Contentinators®

“And if you see Deceptor Marketing,” The Curator couldn’t help but add, “tell them The Contentinators are coming.” 

And with that, our heroes departed.

Stay Connected With @CaptContent

Content Marketing Predictions for 2016


A new year will shortly be upon us, and many marketing managers and product managers should be making resolutions to embrace a content marketing strategy in 2016, especially if they haven’t already. But even if you’ve already launched a successful content marketing campaign this year, it’s imperative that you stay ahead of the curve when it comes to content marketing trends. That’s why Captain Content is delivering the best Christmas gift of all: content marketing predictions for 2016. So, let’s go check out his crystal ball to see what type of strategies will be hot next year in the content marketing space.

Branded Content Curation

Digital content is growing exponentially every single day. Brands are finding it hard to come up with original ideas to serve their audience, which will make content curation so valuable in 2016. Larger brands will start curating content generated by creators outside of their brand to best serve their audience, while still delivering original content with amazing storytelling. The real challenge is for brands to ensure there are quality controls in place when sharing content through their own platforms so that they preserve the integrity necessary to maintain brand loyalty.

Interactive Visual Content

Interactive visual content will be explored even more in the next year. This year, we’ve experienced the launch of live streaming apps like Periscope and Meerkat, and even Facebook has jumped on this bandwagon, allowing established pages with large fan bases to live stream content to their followers.

Video content will also see growth, even though it has experienced growth year over year for the past five years. Cisco predicts that video content will account for 69% of all consumer Internet traffic by 2017.

Virtual reality has also come on to the scene, with the New York Times partnering with Google VR to create interactive virtual reality stories that immerse the audience in the story by way of a smartphone and Google Cardboard. Brands will embrace this type of content generation, and start to create more types of content that live in the VR space.

Native Advertising

Native advertising will only see more growth in 2016. You’ll see native advertising being adopted across new and more diverse channels due to content creators trying to find more ways to monetize content without turning off their users. Native ads are designed to blend in with the content of the host site so it still is appealing to the reader. Facebook news feed ads, BuzzFeed branded posts, and Linkedin sponsored posts are examples of current popular native advertising platforms.

Also, with ad blocking starting to become more and more prevalent on smartphones, native advertising will replace the more traditional digital advertising methods. In 2016, you’ll start to see more social and content platforms adopting native advertising to serve their users and their advertisers.

Relationship Marketing

Humans have and will always drive consumers to make purchasing decisions. A brand is not a human. A brand cannot have a relationship with a consumer. It’s going to become increasingly important for brands to humanize their content so they can continue to make emotional connections with their audience. Content marketing is largely driven by engagement, so brands will need to focus on eliciting emotions from their audience, enough to engage and join the conversation.

A large focus for many brands is always brand loyalty. Brands will have to find new and innovative ways to establish and maintain brand loyalty in a generation with an extremely short attention span and little to no trust of brand intentions in regards to marketing. It’s certainly a challenge, but by putting consumers first, we will start to see some brands emerge as thought leaders in relationship marketing.

Don’t forget that content marketing is more than just writing blogs. As a marketer, you’re going to need to stay ahead of the curve before it passes you by. If you need help getting your brand to stand out, call Captain Content on his secret superhero phone at 866-471-4748, and we can help get you on the right track.

The Perfect Social Media Road Map To Increase Your Blog Engagement in 2016

The Perfect Social Media Road Map To Increase Your Blog Engagement in 2016
The Perfect Social Media Road Map To Increase Your Blog Engagement in 2016

As important as it is to create a well-planned content marketing strategy for your blog, it’s imperative to have a data-driven content distribution plan to share every piece you create on the appropriate social media channel effectively.

Companies tend to think that just because they have Twitter, LinkedIn, and Facebook accounts, it’s okay or necessary to share all the content through all the accounts they are active on. However, the reality is that this is certainly not the right thing to do--treating all your social media channels as if they have the same target demographic in common. Selecting the right content and the way to present it on the right social media channels plays a key role in the way the content will be received among your users and its overall engagement.

While sharing your blog posts through your social media channels is necessary, doing it as a robot, such as scheduling them in bulk for the rest of the month, will turn your content distribution process into a total waste of time. Don’t use the first free stock picture you find available; don’t neglect interacting with your community, or don’t use just any hashtag. Simply put, your posts will get the same attention you put in when posting them through your social media channels.

Here are some of our most valuable tips to increase the engagement of your blog posts on certain social media channels:


  1. Rather than sharing a link that populates the image automatically, take the time to upload an image so that it appears larger and more visible when scrolling down the feed. Take the time to adapt the title to this social media channel demographic. Keep in mind that the profile of this channel’s demographic is more professional, so try to adapt your title accordingly to better approach this community.
  2. Screen Shot 2015-12-16 at 9.54.17 AM
  3. Pulse, also known as the LinkedIn’s content publisher, is a great platform to distribute your blogs. Pulse gives users the opportunity to create their own newsfeed with an option to follow the topics that they are most interested in or the users that are most relevant to them. LinkedIn will notify you every time one of these users publish a new blog. When creating your own blog on Pulse, don’t forget to include a link back to your original blog to increase traffic to it.
  4. Participating in the right groups for your industry will give you the opportunity to engage with a very targeted audience that is already showing an interest in your services and products. They will be more eager to pay attention to the content that you share, as long as you do it in a professional way. Be wise.


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Screen Shot 2015-12-16 at 10.18.34 AM
  1. Instead of sharing your blog title, share a teaser from within your post that would grab the attention of your users: stats, quotes, or catchy questions will do. Making your content look attractive and interesting is key to getting the attention of those scrolling like the Mad Hatter from Alice in Wonderland through their Facebook feed. Mashable does a great job with their titles that they share on Facebook.
  2. If you are sharing an infographic, try to screenshot a part of it that makes sense on its own so it fits in the Facebook post. Sometimes, sharing long vertical infographics will make the image small and, sometimes, almost impossible to read. Here is a great resource that will come handy when resizing your graphics for your different social media channels.
  3. Posting videos or a cinemagraph image to share your blogs will help increase your Facebook page users’ engagement. According to Facebook, the number of videos showing up in people's news feeds have increased by 360% in comparison to last year. Creating a teaser of your blog through a short video will definitely grab your users’ attention, increase the reach, impressions, and chances of engagement.


  1. If you have a Pinterest account for your company, creating a board for your blogs could be a great way to share and promote your content through this photo sharing social platform. Yes, this is a very visual community, so make sure you custom create a special image for your blog with the title on it, because that is what your users will see on their feed. Installing the Pinterest extension will make this pinning task easier. Oh, and don’t forget to include a call to action at the end of your pin description to ask people to click on the image.


  1. Enhance your tweets with rich images or videos that will get the attention of your followers. Now that Twitter will display bigger images, get creative and take advantage of this new feature. The chances that your blog post gets the attention it deserves just increased.
  2. Taking advantage of trending hashtags and being consistent with the ones you use to promote your blogs on a daily basis will be essential to make it easier for your users to find and share your content.

In 2016, visuals will play a huge role in your content marketing strategy. Keep in mind that these are just a few effective strategies that you can use to increase your blog posts’ engagement through the power of social media. Once you start implementing some of these tips, don’t forget to check your analytics to see what’s working and what’s not for each different channel. Rinse and repeat accordingly, and don’t forget to post your blogs more than once. Remember that in the Internet of Things, your content can easily go unseen and that it will require more than one trial to get the attention from your social media community. See where your audience is--if it’s a national or international demographic, schedule accordingly based on the different time zones. For more tips on content marketing or blogging services, don’t forget to throw us a line!

Comment Section: Keep or Kiss Goodbye?


The original intention of the comment section was pure and without malice; it was simply to allow any Internet user to add to the public discourse and engage with the content being posted by unreachable brands, media sources and influencers. There used to be two simple roles: the content creators and the audience. The content creators would generate content, whether opinion-based or unbiased, and the audience would use the comment section to create meaningful discussion. The comment section was purely a more accessible, short form of the letter to the editor. But, we all know that the comment section has evolved. Let’s take a look at some of the most notorious culprits who have changed the original intention of the comment section.


Spammers saw the comment section as an open door to sell their useless product, inject their links, or inject malware into a website. Most webmasters that still have a comment section, which they moderate, are used to getting the age old Buy Luis Vitton purses today for low low $$ of $9.99. Click here to shop now. These comments are easy to spot, riddled with grammatical and spelling errors, unrecognizable links and a hard sales pitch for products that no one really wants like knock-off purses and Viagra.


You do not have to travel too far to find trolling commenters. I frequently read comment sections in pop culture websites like Entertainment Weekly or to put my finger on the pulse of what fans think of a particular episode of a television show or a new casting decision. One person will always come in with the far out point of view and completely irrelevant logic, and he or she will throw off the course of the entire discussion by pissing people off. The true tragedy of this entire roadblock is that people feed the trolls. The number one rule of dealing with trolls is DO NOT FEED THE TROLL. If you’ve not experienced a troll before, just visit ANY Justin Bieber music video on YouTube and you will be provided the full trolling experience.


Some business owners find the comment section of a website the perfect place to promote their own product or service. Unfortunately, this may compete with the message you’re trying to sell OR it could derail the conversation.

Now, how do you decide whether or not to keep the comment section of your blog? It depends. Let’s point out some scenarios that can help you decide.

  • If your comment section has a serious troll infestation that derails every single conversation, it’s probably best to discover some subscription-based comment platforms like Disqus or Facebook. If that still doesn’t work, get rid of your comment section.
  • If absolutely no one is commenting on your blogs due to the subject matter or lack of traffic, then it may be wise to remove it altogether so it doesn’t appear as if your blog comment section is a ghost town.
  • Moderating discussion helps to keep the shown comments on the right track, as well as engage new comments to enter this discussion. As a moderator, it’s also good practice to join the conversation yourself and respond to commenters as they engage with your blog. The conversation shouldn’t stop from your end when you post a blog.
  • If you’re getting a lot of spammers, try to add a captcha or some sort of comment filter that would reduce the amount of spammy comments you’re receiving.
  • If you get a lot of great engagement and conversation on social media when you share your blogs, a comment section may divert meaningful discussion to too many points. Drive all of your engaged users to your social media accounts to join the conversation and get rid of your comment section.

Comment sections can either make or break a content marketing strategy, as they are an extension of the conversation you’ve started in your blog. Each case is different, but comment sections can still be advantageous to some content marketers. I must say the comment section has become so synonymous with trolling and disengaged conversation that it inspired a short-lived E! television show, which only highlighted content from online comment sections. Take a look at some of the more humorous comments about baby pandas.

Even Santa Needs a Content Marketing Strategy

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Screen Shot 2015-12-04 at 9.33.09 AM

It’s official. The holiday season has finally come, and businesses are getting more and more distracted in the midst of all the festive holiday chaos. Yet, this is not the time to be sitting around thinking content marketing will succeed with just a bunch of merry texts on a web page. The joyful holiday season is the time when serious business needs to be done, especially with your content marketing team. So, we can go with gaining a couple pounds from the cheerful holiday, or we can choose Captain Content’s recommendation of gaining a couple of successful strategies for content marketing this season.

Bring Out Your Favorite Christmas Sweater

We all have that one crazy sweater we can’t wait to wear for the winter holidays. Whether it’s an ugly, but favorite, sweater gifted from your grandparents or the latest one you’ve found at the mall, all of these are special and personal to you, the owner. Think of content marketing like this: there’s not a better time than the winter holidays to get personal with your readers. Establish a strong connection with your readers and gain new ones by getting out of your shell this season. Get in the festive mood with your readers and show them that you and your team are real people, too.

Don’t Wait Until the Last Minute

Santa doesn’t have his little elves live with him in the North Pole for just any reason. With the huge population of children living throughout the world, it’s probably no joke when it comes to preparing all of the gifts each winter. So, what can we learn from Santa? To plan ahead! Learn and prepare to carry out what strategies are best for your team. Analyze what’s worked for you in the past years and what hasn’t. Just like your consumers, no one wants to get stuck working during the holiday break. Especially with the rise of mobile devices, you’ll want to plan and schedule all of your social media content ahead of time so they are seen while people are scrolling on their new holiday toys.

Start Recording Yourself

We’ve stressed in previous blogs about the rise of videos and how it can greatly help your business, no matter what industry you’re in. Did you not know about this before? Well, now you do. Creating a short video to share with your consumers is a great way to provide great content if done correctly. Get into the holiday spirit by recording a short, yet interesting video, and you’ll be sure to grab your usual readers’ attention and possibly gain new readers.

Creating content doesn’t have to be hard. In fact, it’s one of the easiest ways to connect with your readers, especially during the holidays. Step out of your usual boundaries and go above and beyond to entertain your readers while getting great results for your business. Think of it from the customer’s perspective. Would you want to read or watch dull content during this jolly season? Definitely not. If you need help on creating new blogs with fresh ideas this season, don’t hold back on asking The Contentinators® for help. Remember, even Santa needs a content marketing strategy! Give us a call at 866-471-4748.

Content Marketing Is More Than Just Words on a Page


Content marketing is a new buzzword being used in the digital marketing industry. What is content marketing exactly? Well, it’s really just defining and strategizing with how people behave online now. It’s generating content and then finding a way to get that content in front of your audience. Sounds simple, doesn’t it? Well, even if you understand your core message, your unique value proposition and and your audience, you may still struggle with the types of content you need to produce. Recently, HubSpot put out a list of 44 different content formats. FORTY-FOUR! Bet you didn’t know there were that many that you can distribute, did you? Let’s go ahead and look at some of those content formats that can help you generate more dynamic content for your audience, shall we?



Videos seem obvious, right? Well, the truth of the matter is that businesses and organizations are not taking advantage of how truly universal and engaging videos have become. YouTube is the second largest search engine for consumers, next to Google, processing more than three billion searches per month. YouTube, which is just one video search engine, has about one billion unique monthly visitors with nearly one out of every two Internet users actively using YouTube. Businesses use YouTube for a platform of a variety of different messages and formats including:

  • Instruction and How-To Videos
  • Sales Videos
  • Announcement Videos
  • E-Card Videos (for Holidays)
  • Product/Service Description Videos
  • And more.


Now that consumers are able to easily stream podcasts at work, in their car, on their phones and at home, they are able to consume this growing content format almost anywhere, which allows for more overall subscribers and a larger audience. In fact, nearly one in three Americans have listened to a podcast, and Apple has just surpassed one billion subscriptions to podcasts via iTunes. If you’re trying to reach the millennial generation, you will certainly have a better chance reaching them over a podcast than a traditional radio advertisement.

ProTip: When creating a Podcast, make sure to keep your episodes consistent around a general theme. The more niche your theme, the more loyal your listeners will be because of unique quality of the content that you’re producing.



Infographics are a more visual form of content that allows users to intake information in a more “snackable” way. With over 65 percent of people being visual learners and 90 percent of the information being processed by the brain being visual, infographics are a sure-fire way to stand out and reach your audience. In fact, graphics are the most popular type of content to share on social media, accounting for around 43 percent of all shares. Infographics merely allow you to get your graphic shared while branding it and including tons of useful information for your intended audience.

If you want to review HubSpot’s list of content formats, click here. If you’re a business that wants to generate all these different types of content for your users or potential customers, but you just don’t have the time to do it, The Contentinators® can help. With our team of over 200+, USA-based blog writers, we can help generate the content so you can get it out to your audience. To contact us, click here.

Why Customer-Centric Content Marketing Is a Win-Win Strategy

Why Customer-Centric Content Marketing Is a Win-Win Strategy
Why Customer-Centric Content Marketing Is a Win-Win Strategy

You love your customers. You work very hard on a daily basis to deliver the best results, services, or products. Customer success is your mantra, and that’s great. But have you ever thought that your customers could be more than a financial resource for your business? Each of your customers could become the best influencer for your business. Whether you are a B2B or a B2C business, adding your customers to the content marketing formula can be a great success for your brand. In the end, it all comes to word-of-mouth, which is the best marketing technique that has been out there since 1880.

In fact, according to research from McKinsey, 91% of B2B purchasers said that their buying decisions were influenced by word-of-mouth, which makes it vital for your business to start creating this type of digital content as soon as possible. Marketers have to incorporate this oldest form of marketing in their content creation strategy to make an impact in their audience. Let’s analyze the benefits that customer-centric content creation could have for your business:

  • Benefit #1: Involves your customers in the content creation process and make theirs count.
  • Benefit #2: Earns your audience’s trust.
  • Benefit #3: Engages and empathizes with your clients.
  • Benefit #4: Attracts future businesses.
  • Benefit #5: Increases your engagement.

Nice, right? Now that you’ve been sold by the amazing benefits of customer-centric content marketing, let’s make it happen. Here are four techniques that you can start implementing today in your content creation process to leverage the impact of your content among your main audience.

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Screen Shot 2015-11-19 at 12.09.37 PM


  • How #2: Connect with your audience in a more personal and emotional way. Showing them the real human touch and values of your company will set you apart from your competitors. An excellent example of this strategy is what the company Hoover did. This vacuum cleaner company used a drawing of a vacuum cleaner that one of their customers with autism sent them, and transformed it into an amazing viral marketing campaign:  


  • How #3: Salesy content will take you nowhere. Instead, try to show your audience how beneficial your product or service could be in a more creative way. What if you show your audience how others are using your product or service to benefit themselves? Dropbox does a pretty good job of creating this type of promotional content in a less obvious way, through rich and entertaining stories that others can learn from:  
  • How #4: Ask your audience what topic or type of content they would like to see in your next blog. Make them part of your editorial calendar; suggest to them two possible blog ideas, and let them choose for the one they would like to read. You can also run your own research or study compiling the best answers from your clients. Wouldn’t it be interesting to know from their own perspective something like: “What’s the main reason that will make you buy again from the same store?” Once you collect all of their answers, you’ll be able to compile all those answers in a nice blog post that will give voice to your main influencers, but what’s more, it will get shared by each of the participants within their social media communities.

By creating content that places your customers into the equation, you will unlock a new level of engagement in your content marketing game! People appreciate epic stories, especially if there’s something to learn from them. So, go ahead and start implementing some of these techniques to amplify the reach and impact of your content. If you need help while creating any of your blogs, don’t forget to drop us a line--we are here for you!

Live the Data-Driven Life: The Data Will Set You Free


More and more marketers and business owners are coming to understand the power of content marketing. By generating useful, visible, and compelling content, you’re providing an audience with resources, which in turn, allow them to rely on you as a brand. That trust that you build can turn those potential customers into actual customers. The way that consumers behave online only validates the necessity of content marketing further.

On the other hand, there are several businesses and marketers that have implemented a strategic content marketing campaign with no means of measurement for success. In order to understand if your content marketing campaign is actually working, you will need to use smart data analysis to measure success. In addition to that, receiving and analyzing demographic data, behavior data, acquisition data and outcome data can help you improve your campaign in ways that you wouldn’t have even considered before living the “data-driven life.” Let’s take a look at some large brands who have embraced data analysis for their content marketing campaigns and what decisions came out of that analysis.


Kohl’s has a indoor positioning system that virtually “walks the aisles” with the customers as they enter the store. This is available on mobile and lets shoppers opt in for promotions when they enter a Kohl’s location. While they are in the store, they receive lifestyle content in real-time based on their store positioning and the products in which they are interested.

If a customer is spending additional time in the shoe department and he or she has opted in to receive push notifications from the Kohl’s app, they could send over a Pinterest board of shoes or some outfit ideas that pair Kohl’s clothing with certain shoes they carry. This content marketing strategy is set up to deliver content to customers shopping real-time as a value added, as well as a driver of purchasing to loyal customers.

Now, while the content marketing strategy is brilliant and innovative, it wouldn’t have the fuel to make forward progress without the data collection and analysis. With each app user, Kohl’s can identify the customer’s past purchasing behavior, current shopping (or browsing) behavior, and the actionable content marketing behavior. Essentially, they are using data to create a customer profile of each of their customers who use the app, and it allows them to tweak their marketing strategies aimed at each person to better suit their customers.


While content marketing is essential to connect with your intended audience, a content marketing strategy is absolutely fundamental. Defining the channels on which to create content, as well as testing the type of content disseminated to those channels is something that Arby’s has more than perfected. Research shows that 90 percent of Twitter users who see a TV show-related tweet are likely to immediately watch the show, search for more information or share tweet-based content about the show. With that data in mind, Arby’s uses the connection between Twitter and TV to engage their audience.

After a thorough data analysis, Arby’s marketing executives found that their audience would be watching the 2014 Grammy Awards, as well as engaging in live Twitter activity while the show was happening. With this knowledge, Arby’s was able to insert its brand into the conversation into an organic, creative way with real-time social media content. One of their more popular tweets was targeted toward a certain piece of clothing that may have resembled the Arby’s logo worn by none other than musical sensation, Pharrell Williams.

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Screen Shot 2015-11-12 at 10.35.31 AM

How Can You Use Data to Optimize Your Content Marketing Campaign?

  1. Use tools to understand your customers. Use tools available to you to help define your customers in a more narrow way than ever before. If someone asks you who your customers are, and your answer is everyone, you’re doing it wrong. Use demographic data in Analytics, social listening tools like Hootsuite to see what your followers are talking about, and the comment section in your blog to see how your customers are engaging with your content.
  2. Use your data analysis to drive your content generation. Once you have the data, it’s your responsibility to use it to drive your strategy. Identify topics of interest through the data analysis, and use that information to generate an editorial calendar.
  3. Continue to build your community around engaged audiences. Find out where your customers are hanging out and get them to rally around a shared interest. Make a connection between your brand and that shared interest, and that association can help you create brand awareness.
  4. Measure and test all the time. When you create your editorial calendar, determine how you’re going to measure the results for each campaign and what you’re going to do with those findings. Adapt your message to each platform and see what works best. Now is the best time to generate an experimental content marketing plan so you can define what definitively works and what doesn’t down the road.

If you need help generating a content marketing strategy that works for you, contact the superheroes at The Contentinators® by calling us at 866-471-4748.

Don’t Be Guilty of These Content Marketing Sins

Screen Shot 2015-11-04 at 4.08.10 PM
Screen Shot 2015-11-04 at 4.08.10 PM

By now, we are sure you have heard that content marketing is the way to go if you would like Google to deem you worthy of a top-notch search result. With so many people jumping on the content marketing bandwagon, there are bound to be some mistakes. So, ask yourself: are you guilty of any of these five content marketing sins?

  • Going Keyword Crazy: Yes, you need to place keywords within the text, but do you want to lose favoritism with your audience? Don't force those keywords down their throat. The first rule of content marketing is you never talk about content marketing….oh wait. That is something else. The first rule is to give your readers interesting information, NOT to bloat that blog with keyword overload. Your audience isn’t stupid, and they know when you are writing something just to appease the search engines. Your keyword placement should flow naturally, like the St. Johns flows north.
  • Just Say NO to Clickbait: It has happened to us all. Our eyes happen to catch a snazzy title, and then BAM- that interesting article about preventing burns when using a toaster oven turns out to be an ad for a particular brand of toaster oven. What happened with the tips that could save your precious skin from third-degree burns? Your title and description should clearly describe what your article is about, and your content better back up the title and description.
  • You are Just Boring: It sounds harsh, I know, but take a step back and reread that content once you are done. Does it put you to sleep, perhaps your head fell back a couple of times in boredom? Be honest with yourself, and call out crap when you see it. Just because you produced content does NOT make it worthy of being shared. We all make mistakes, but your content needs to be more entertaining than watching paint dry.
  • Mistake-Laden Content: If you have typos and grammatical mistakes, your audience will notice, and it will negatively affect what they think about you. If proper English isn’t your strong suit, find a proofreader who has your back.
  • All You Do is Sell: Quit. Selling. Quit. Selling. Quit. Selling. Is that strong enough for you? If this sounds like you, just stop! To those who think that content is just about selling products and services, you are ruining it for the rest of us who want to give their readers great content. The legit content marketers of the world beg you to STOP. Use your content to SUPPORT your products and/or services. If you create sexy orange and white plaid button-up shirts, then make your content about what color pants would go best with your most popular shirt. Of course, create a strong call-to-action at the end of the blog, AND give them a little push on what to do next.

Everyone and their grandmother think that they can create content, and while that may be true, good content takes effort, writing prowess, and the know-how to execute all the pieces properly. Guess what? The Contentinators®, an epic content marketing agency can do that for you. Let us help make your life easier. Give us a call at 866-471-4748, or contact us online.