Whether you’re just starting out in content marketing, or you're a veteran looking for a few new tricks, add these 14 titles to your bookshelf for a shot of inspiration, a review of the fundamentals or some information on marketing tools to add to your arsenal.
4. Managing Content Marketing: The Real-World Guide for Creating Passionate Subscribers to Your Brand (2011) “Be a publisher.” “Engage your customers.” You may know the core principles of content marketing, but how do you actually do them? Robert Rose and Joe Pulizzi (again!) offer a practical 12-step guide to building a content engine, from developing a personal strategy to finding the right distribution channels.
Writing Tips
5. Everybody Writes: Your Go-To Guide to Creating Ridiculously Good Content (2014) Another bestseller from Ann Handley, this book includes best practices, tips for reluctant writers, and a “Things Marketers Write” section with guidance on 17 kinds of content that marketers are most often asked to create.
6. How to Write Short: Word Craft for Fast Times (2013) In the age of microblogs, Tweets, and status updates, marketers need to be convincing and concise. Pick up a copy of writing professor Roy Peter Clark's book for a guide to crafting compelling headlines, Tweets, blog posts, and more.
Social & SEO
7. Social Media Explained: Untangling the World’s Most Misunderstood Business Trend (2014) Social media consultant Mark Schaefer dives into the psychology and sociology behind social media. He not only explains why you should be doing social media marketing, he helps you formulate a real plan of attack. Each chapter ends with a series of questions to help you apply the book’s principles and create your own social media strategy.
10. Jab, Jab, Jab, Right Hook: How to Tell Your Story in a Noisy Social World (2013) It’s not enough to develop high-quality content — it must be placed in the right context in order to grab your target audience’s attention and spread to new potential customers. Social media and brand building expert Gary Vaynerchuk teaches you how to create content tailored to succeed on social media. If a “jab” is a touchpoint, and a “right hook” is the knockout punch that’s sure to convert, Vaynerchuk shows the best combination of jabs and hooks to nurture leads and win new business.
11.Influence: The Psychology of Persuasion (2006) This classic from renowned psychologist Dr. Robert Cialdini gives a peek into the psychology of persuasion. Learn what drives people to say “yes” — and how to use principles like social proof and perceived scarcity to create effective CTAs that get audiences to take the next step. Absolutely essential for email marketers!
12. The Fortune Cookie Principle: The 20 Keys to a Great Brand Story and Why Your Business Needs One (2013) Brand strategist and award-winning business blogger Bernadette Jiwa explains how to tell your brand’s story and establish powerful emotional connections with your target audience. Pick up a copy to learn how to differentiate your brand from competitors and earn the loyalty of your customers.
Creating Visual Content
13. The Power of Visual Storytelling: How to Use Visuals, Videos, and Social Media to Market Your Brand (2014) As the average attention span continues to shrink, visual content is becoming more and more important for grabbing and holding your customers’ attention. Ekaterina Walter and Jessica Giolio outline strategies for the best marketing videos, infographics, Slideshare presentations, and other visual media.
14. Blah Blah Blah: What To Do When Words Don't Work (2011) Sometimes words just aren’t enough. Explaining complex concepts, making ideas memorable, and snagging your audience’s attention needs the perfect visual. Dan Roam's book shows you how to liven up your content and engage your audience through visual media.
What are your content marketing must-reads?
Even in an industry that changes quicker than you can turn the page, these books will keep your marketing skills sharp!
Emily is a former Content Marketer of Wrike. She specializes in leadership, collaboration, and productivity. Her brain is stuffed with obscure grammar rules, an embarrassing amount of Star Wars trivia, and her grandmother’s pie recipes.
Vote! What Marketing Trends Do You Expect to Have the Biggest Impact in 2015?
With 2015 just around the corner, more and more companies are releasing their views on top marketing trends that will come to light in the new year. But with all of these separate articles, we're interested in gathering a consensus. Which trends are going to have the biggest impact? What marketing technology innovations may be coming our way? And which trends are wishful thinking, won't be able to move the needle in the next year, or simply never going to happen?
We've collected trend ideas from companies and marketing leaders all over the internet and brought them together in one list. Now it's your turn:
1. Vote for the two or three trends you think will have the biggest impact in 20152. Add your own predictions to the list if you don't see them already
3. Embed this list on your site or blog & share it with your friends and readers (click here for embed code)
Vote! What Marketing Trend Do You Expect to Have the Biggest Impact in 2015?
You can view more lists from the Wrike Team on Listly.
Read through all of the 55 potential trends? Make sure you vote for the 2-3 trends you think will have a huge impact next year year, and add your own thoughts if we missed something. We're waiting to hear your feedback in the comments below!
Marketing
3 min read
Why You Need a Marketing Workflow (Infographic)
Marketing teams have to be adaptable: they're constantly adjusting to new clients, tools, and audiences. But sometimes they get a little too used to the chaos, and start believing that creative work feels out of control simply by nature.
Work processes get a bad rap. It's true that a flawed workflow can mire your team in needless handoffs, circular approvals, and maddening red tape. But a good workflow can make your team more efficient, clarify roles and responsibilities, and create a reliable system so everyone can focus on being creative.
Marketing Workflows Are Not One-Size-Fits-All
One of the keys to reaping the benefits of a good workflow is to customize it to your team's unique needs. Lead Gen teams have a different process, goal, and measure of success than Content or Email Marketing. Take a look at our new infographic to see typical workflows for 5 types of marketing departments, and to find a process that’s a perfect fit for your team:
Embed this infographic on your site:
Wrike Collaboration and Project Management Software
What's the key to your marketing team's success? Share your tips in the comments!
Read next:
• How to Tame Marketing Workflow Management
• 6 Digital Marketing Trends to Watch in 2015
• Online Marketing 101 (Infographic)
Marketing
3 min read
10 Marketing Mistakes to Avoid At All Costs
With the business landscape forever in flux and changing at a rapid pace, it's tough being a marketer. You have to constantly learn and master new technologies, communication platforms, and audience pains all at the same time. And it's dreadfully easy to make a mistake.
In the Slideshare below, we list 10 marketing mistakes that can be fatal for companies. With proper planning, careful execution, and the appropriate tools to help, you can make sure your team doesn't make these mistakes in your next marketing project!
10 Marketing Mistakes You Should Never Commit
The 10 Marketing Mistakes to Avoid
01. Trying to be everything to everyone
You can't solve everyone's problems. You have a target audience, an ideal customer. Segment your lists. Aim for the sweet spot. Don't try to be a Swiss army tool.
02. Trying to go it alone
Activate your network, followers, influencers, or partners to grow your brand's presence. Get them involved in helping you create and promote inspiring stories, great visual content, or helpful resources.
03. Ignoring SEO
If you ignore SEO, you’re chances of being found on the web diminish considerably, and your business will never gain the online credibility it needs for search engines to send you the right visitors.
04. Following each new trend
Do you look into each and every new trend or strategy before making moves? That could be burning your team out and severely limiting the impact of your marketing.
05. Promoting your brand on social media all the time
Nothing's more boring than the dinner guest who only talks about himself. Don't be that guy. Instead, be helpful, be genuine, share stuff which your contacts will find useful.
06. Running your campaigns with email/spreadsheets
Using the wrong tools will result in lost productivity and inefficiency. The quality of your work and the swiftness of your response time will suffer. Instead, use a proper work management tool — like Wrike.
07. Working in silos
Are your Lead Gen, Content, SEO, Web, and PR teams working from the same playbook? Are you aligned with the Product and Sales priorities as well? Working in silos will kill your growth potential.
08. Not measuring your efforts
Always measure and adjust your plan according to the results of previous performance. Make sure your efforts are not being wasted by posting/emailing at the wrong time or to the wrong segments.
09. Forgetting your current customers
Do you stress about growing awareness and bringing new prospects into your sales cycle, but forget about who's paying the bills today? Don't ignore your current customers — keep them happy, focus on repurchase and retention, and don't forget about upselling when it will benefit your current clients!
10. Forgetting "calls to action"
Do readers of your blog know where to go when they're done reading? Do you give visitors to your web pages a place to click next? Do you have CTAs on key social sites and profiles?
A few examples of good CTAs:
— When you create an eBook landing page, clearly let your visitors know that they can download the book.
— When you write blog posts, end with suggestions: "read this article next", "share your thoughts", or "give our product a try".
What do you consider a deadly marketing mistake?
Hit the comments and tell us what other marketing mistakes can tear a company down.
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