Wednesday, July 8, 2015

15 Stats Every Digital Publisher Needs to Know [SlideShare]

July 08, 2015 at 01:00PM

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The world of publishing has changed. As readers turn their eyes toward digital, new niche publications are sprouting up daily, the newsstand is being replaced by the News Feed, and smaller screens are having a bigger impact than ever.

To help you navigate these turbulent waters, we’ve compiled 15 cold hard facts that every publisher should know... and how this information impacts your bottom line.

Tweetable Takeaways:

"Over 5.3 trillion display ads were served to U.S. users in 2013." Click to tweet!

"Consumption of digital media on mobile devices has climbed from 18 minutes per day in 2008 to nearly 3 hours in 2015." Click to tweet!

"27% of consumers will leave a site if it is not mobile- optimized." Click to tweet!

"Up to 50% of clicks on mobile banner ads are accidental." Click to tweet!

"People who click on native ads have a higher purchase intent than those who click on banner ads." Click to Tweet

"67% of digital magazine readers actually want to buy directly from magazine ads." Click to tweet!

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15 Stats Every Digital Publisher Needs to Know [SlideShare]

July 08, 2015 at 01:00PM

 charts.jpg

The world of publishing has changed. As readers turn their eyes toward digital, new niche publications are sprouting up daily, the newsstand is being replaced by the News Feed, and smaller screens are having a bigger impact than ever.

To help you navigate these turbulent waters, we’ve compiled 15 cold hard facts that every publisher should know... and how this information impacts your bottom line.   

Tweetable Takeaways:

"Over 5.3 trillion display ads were served to U.S. users in 2013."  Click to tweet!
"Consumption of digital media on mobile devices has climbed from 18 minutes per day in 2008 to nearly 3 hours in 2015" Click to tweet!
 "27% of consumers will leave a site if it is not mobile- optimized." Click to tweet!
"Up to 50% of clicks on mobile banner ads are accidental." Click to tweet!
"People who click on native ads have a higher purchase intent than those who click on banner ads." Click to Tweet
 "67% of digital magazine readers actually want to buy directly from magazine ads." Click to tweet!
free guide: how to increase paywall subscribers

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Should You Strive for Work/Life Balance? The History of the Personal & Professional Divide

July 08, 2015 at 01:00PM

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It’s the self-help topic du jour: achieving “work/life" balance.

Tips for reaching this coveted state-of-being range from the physical (like exercising and unplugging from technology) to the psychological (like meditating and mentally “disconnecting” from work) to the sociological (like meticulously scheduling all of your outside-of-work interactions/activities with friends and family).

Don’t get me wrong: Many of these tips can be helpful. Implementing them could yield you a happier, more fulfilling life -- both in terms of your work life and your life ... life.

But you see, this is where the terminology gets confusing. “Work/life" balance implies that your work (your job or your career) and your life (your being or your existence) are on par with each other.

“The problem with work-life balance is that it suggests there is a trade-off -- that one side must be ‘up' and the other one ‘down,’ like a weighing scale that has two sides to it,” Jappreet Sethi, CEO of Ideak Katalyst, wrote on LinkedIn in June of 2014.

He continued, "Using the word ‘balance' suggests that the two aspects are completely separate from one another and are at odds, that when you are at work you’re not really living."

To be sure, this is by no means a novel criticism of the concept. In fact, at HubSpot, we often encourage "work/life" balance in employees. The goal of this article is to dive into the terminology, uncover the challenges, and explore the way in which the concept shapes our experiences. 

A Matter of Semantics

Of course, many of us don’t interpret the “life” in “work/life" balance to mean our actual lives; what we really mean is our lifestyles, our leisure time. And that’s precisely what the concept used to be called: work/leisure balance.

Up until the 1980s, nobody talked about “work/life" balance, they talked about “work/leisure balance." And that concept -- balancing work and leisure -- goes back to the days of Plato and Aristotle. (More on that later.)

So, why the change in terminology? And if we really mean “lifestyle” nowadays when we’re talking about "work/life" balance, why don’t we say “lifestyle.” Are we that lazy that we need to shorten it? (I mean, I know I am that lazy. But I can’t speak for everyone.)

Semantics aside, the notion of "work/life" balance is confounding (and potentially detrimental) on a number of other levels. 

As Boris Groysberg and Robin Abrahams noted in the March 2014 issue of the Harvard Business Review: “Work/life" balance is at best an elusive ideal and at worst a complete myth, today’s senior executives will tell you."

So, could striving for some imaginary, idealistic sense of balance end up having negative repercussions on your life? That's what we'll be exploring in the paragraphs to come.

But first, I want to take a step back and review the history and etymology of “work/life" balance. We’ve glanced over this briefly already, but having a better understanding of how the concept (and terminology) has evolved over time will help us to better evaluate its modern incarnation.

The History of "Work/Life" Balance

15,000 B.C. 

There are no jobs … at least not in the usual sense of the word. But there is still work -- people must hunt, forage, and fish for food in order to survive. (And of course, they must take care of their children in order to ensure the survival of the species.)

Despite their lack of technology (or perhaps, because of it), our hunter/gatherer ancestors probably spent fewer hours working than we do today, and spent more time on things like music, art, storytelling, and getting busy in the bedroom … or cave, or whatever.

It’s also unclear whether our ancestors actually made a distinction between work and leisure. For them, it probably all just fell under the umbrella of “life."

12,000-10,000 B.C.

The First Agricultural Revolution, also known as the Neolithic Revolution, made it possible for many of our foraging forbearers to settle down. Growing crops and raising livestock assured a steady food supply, which meant people didn’t have to rely on hunting and gathering to survive.

“Farming” soon replaced “spear-throwing” as the most popular skill on LinkedIn at the time. (Editor's note: Aspects of that previous statement may not be 100% historically accurate.)

But as populations began growing around these steady food supplies, not everyone could be a farmer, and people who weren’t farmers needed stuff to do, apparently. That’s when job specialization started to take off.

For the first time ever, people began to have individual jobs. In addition to farmers, there were clay pot makers, builders, carpenters, soldiers, and so on.

For the first time ever, you could go up to someone and ask, “What do you do for a living?” and the answer would be something other than: “Survive."

This is, arguably, the time when a person’s work became more clearly aligned with a person’s identity. And when the distinction between “work time” and “leisure time” became more pronounced.

350 B.C.

Aristotle first explores the notion of balancing work and leisure in his works Nicomachean Ethics and Politics. Here’s a quote from the latter:

The whole of life is further divided into two parts, business and leisure, war and peace, and of actions some aim at what is necessary and useful, and some at what is honorable. And the preference given to one or the other class of actions must necessarily be like the preference given to one or other part of the soul and its actions over the other; there must be war for the sake of peace, business for the sake of leisure, things useful and necessary for the sake of things honorable.

Ultimately, however, Aristotle’s interpretation of leisure wan’t a very egalitarian one. He contended that the majority of people worked not for the sake of their own leisure, but so that a minority of educated people could enjoy it and thus have time to devote themselves to “higher” pursuits.

As Italian philosopher Adriano Tilgher noted in his 1931 book, Work: What It Has Meant to Men Through the Ages, Aristotle’s advice for achieving a good or moral life was to "have the hard, troublesome work of transforming raw material for the satisfaction of our needs done by a part -- the majority -- of men, in order that the minority, the elite, might engage in pure exercise of the mind -- art, philosophy, politics."

Working at this time (specifically manual labor) wasn’t something to be proud of. In fact, the Greek word for work, ponos, was derived from the Latin word, poena, which meant “sorrow.” 

1536 A.D.

After centuries of people viewing work as essentially a necessary evil, the “work/life" scale began to tilt in the direction of work.

With the publication of Institutes of the Christian Religion in 1536, French theologian John Calvin helped create the concept that we know today as the "Protestant work ethic."

While Calvin’s philosophy is quite complicated, here’s the gist: God has predetermined who’s going to heaven (and who’s not), and there’s really nothing you can do to change your outcome. However, there are outward signs of who God's chosen or “elected” people are -- and one of those signs: being successful in business.

In his oft-debated essay, "The Protestant Ethic and the Spirit of Capitalism," German sociologist Max Weber argued that Calvin’s work led to the idea that fulfilling one’s worldly duties (a.k.a. working) was the best way to prove one’s faith.

Weber also argued that the notion of working translating to morality/godliness helped give rise to the concept of one’s work being a “calling,” or “...an obligation which the individual is supposed to feel and does feel towards the content of his professional activity, no matter in what it consists…"

The Puritans, Quakers, and other Protestant groups who would eventually settle in the Americas brought this Calvinist philosophy with them to the New World.

As researcher Roger B. Hill noted in his essay, “Historical Context of the Work Ethic": 

"From their viewpoint, the moral life was one of hard work and determination, and they approached the task of building a new world in the wilderness as an opportunity to prove their own moral worth.”

1764

It’s difficult (if not impossible) to pinpoint the start of the Industrial Revolution, but 1764 seems like as good a year as any. That’s the year James Hargreaves invented the spinning jenny, a machine that allowed textile workers to spin multiple spools of thread at once.

More technological innovations were to follow, one of the most significant of which was James Watt’s steam engine of the 1770s. This invention would go on to power trains, ships, and industrial machinery.

As the world became more industrialized, the amount of hours people spent working began to increase. By the mid-nineteenth century (i.e., around 1850), the average full-time worker in Britain clocked in more than 3,000 work hours per year.

Disclaimer: That 3,000-hour figure, as well as the rest of the data depicted in the graph below, represent the low estimate. (Some researchers think that mid-nineteenth century laborers could have worked as much as 4,500 hours per year.)

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However, from the mid-nineteenth century onward, the work/leisure scale began to tip back towards the side of leisure. As John T. Haworth and A. J. Veal noted in their 2004 essay, "Work and Leisure":

Having reached a peak in the mid-nineteenth century, working hours began to fall substantially, as a result, initially, of restrictions on working hours for women and children, followed by the campaign for the eight-hour working day for all, the move to the five-and-a-half-day and then the five-day working week and the advent of paid annual holiday entitlements. As a result, the typical working year for full-time employed workers fell to less than 2,000 hours in the post-Second World War era.

1986

This year marks the first published appearance of the term “work/life balance” (or to get technical, the term “work-and-life balance”) in the United States.* Prior to 1986, the concept was typically known as “work/leisure” or “work-leisure” balance.

*Wikipedia asserts that the term “work-life balance" was first used in the UK in the late 1970s, but I couldn't verify the source.

Here’s the passage from the article -- "Time to diversify your ‘life portfolio’?” (Industry Week, November 10, 1986) -- where the term first appeared:

A Minneapolis consultant and author, Dick [Leider] paints a picture of managers struggling to capture a mythical thing called “balance” -- a proportioning of their lives with sufficient weight on professional activities, but with a healthy counterweight of family and personal interests.

“It used to be that work-and-life balance was a boutique issue,” he says. “You know, something that would be great to worry about whenever -- and if -- one had some free time. But imbalance is killing people!”

The author of that article, Tom Brown, used the term again in 1988 (but this time dropped the “and”). Here’s the passage:

"A model employee is [one] who demonstrates a healthy work-life balance. In every company I know, the workaholic is alive -- and sick." 

Between 1986 and 1996, the term “work/life balance" was only used in 32 articles published in major publications. Then, over the next few years, usage started to take off.

1_-_worklifearticles

So, what caused this shift in terminology? How did we go from balancing work with leisure, to balancing work with our lives? Let’s explore some possible explanations.

The Reagan Effect

Perhaps the semantic change from “work/leisure” to “work/life" had something to do with the cultural and political environment of the 1980s. For example, the Reagan presidency (1981-1989) carried a strong pro-business, pro-individualism message. The success of the country became inexorably linked to the success of the country’s businesses. But at the same time, it was a strong individual work ethic, or the desire to better one’s own life, that seemed to be at the core of President Reagan’s philosophy.

As he noted in a 1982 speech:

Higher productivity, a larger gross national product, a healthy Dow Jones average--they are our goals and are worthy ones. But our real concerns are not statistical goals or material gain. We want to expand personal freedom, to renew the American dream for every American. We seek to restore opportunity and reward, to value again personal achievement and individual excellence. We seek to rely on the ingenuity and energy of the American people to better their own lives and those of millions of others around the world.

There’s something very Calvinistic about this emphasis on individual achievement. And when you consider this next quote from President Reagan, the parallels become even more clear: "The American dream is not that every man must be level with every other man. The American dream is that every man must be free to become whatever God intends he should become."

So, could it be that shifting cultural and political attitudes put a greater emphasis on work, thus shifting the conversation from balancing work with leisure to balancing work with, well, everything else? Possibly. But what’s more likely is that this was just one piece of the puzzle.

Let's explore some other potential pieces ...

The "Maximizing Shareholder Value” Effect

Prior to 1980, “maximizing shareholder value” was a novel concept -- not the popular corporate slogan it is today.

As journalist Jia Lynn Yang noted in a 2013 Washington Post article, "The belief that shareholders come first is not codified by statute. Rather, it was introduced by a handful of free-market academics in the 1970s and then picked up by business leaders and the media until it became an oft-repeated mantra in the corporate world.”

Even as early as 1998, researchers were looking back to the 1980s and saying, “Whoa, there was a big change here."

Consider this passage from researcher Steven Neil Kaplan of the University of Chicago Booth School of Business: 

Before 1980, corporate governance in the United States was very different from today. Executives held modest amounts of stock and options in their companies. Top executives and their incentives were more focused on traditional performance measures such as sales or earnings growth. Boards of directors were not particularly active and shareholders were relatively passive.

It’s possible that this shift in corporate governance is what led to the reframing of the conversation around balancing work and leisure activities. With a stronger emphasis now being put on increasing the value of a business -- rather than, say, making quality products or helping the community -- the language needed to evolve to match this new objective.

Balancing work with leisure, after all, implied that work and leisure (i.e, the use of free time for enjoyment) were equals. But in this new corporate landscape where "maximizing shareholder value" and "solving for enterprise value (EV)” were paramount, giving equal consideration to work and leisure seemed at odds with corporate goals.

The Technology Effect

Here’s a final explanation for why “work/leisure" balance became “work/life" balance: the terminology evolved with technology.

Cell phones, email, instant messaging … most of these technologies emerged in the 1970s and 1980s and then rose to prominence in the 1990s and 2000s. Increased adoption of these communication tools made it easier for workers to stay connected to their work, even when they weren’t physically in the office.

So, perhaps the decline of the “work/leisure” terminology is due to the fact that work now has the ability to infiltrate leisure time. There can no longer be a clear distinction between the two.

You can check work email while sitting on the beach. You can take a work call on your cell phone at your kid’s soccer game. You can send and receive instant messages with colleagues during a family dinner.

With work now capable of invading our lives at every turn (thanks to technology), “work/life” balance is simply a more accurate way to describe the concept once known as “work/leisure” balance. 

What Does "Work/Life" Balance Mean Today?

In today’s technologically connected corporate world, where uninterrupted leisure time is difficult (if not impossible) to come by, is the concept of “work/life" balance dead? Does the term have any real meaning at all? 

When we approach the question quantitatively, we can see that yes -- of course -- most people around the world devote a certain portion of their time to work and a certain portion of their time to leisure. So there is a balancing act happening here.

And as the graphs below help illustrate, this balancing act varies greatly depending on where you live:

When we approach the "Is work/life balance dead?" question from a qualitative perspective, however, the findings (not surprisingly) are a bit more ambiguous.

"In most corporate circles, [work/life balance is] the sort of phrase that gives hard-charging managers the hives, bringing to mind yoga-infused, candlelit meditation sessions and -- more frustratingly -- rows of empty office cubicles,” noted authors Claire Shipman and Katty Kay in a 2009 Time article.

"So, what if we renamed work-life balance?” they continued. "Let's call it something more masculine and appealing, something like ... um ... Make More Money.”

The takeaway here is that the modern concept of "work/life" balance has taken on -- to use the authors’ language -- a "nutty-crunchy” connotation. Some managers hear the term and immediately conjure up images of care-free employees taking extended hacky sack breaks, or employees piling into VW buses for last-minute, week-long road trips to Burning Man.

But at the end of the day, having flexibility in the workplace, and being able to balance work activities with non-work activities, can end up making employees more productive. And that’s good for business. 

"Flexibility is no longer a favor to be handed out like candy at a children's birthday party; it's a compelling business strategy.” Ship and Kay argued. "So we need to get rid of the nutty-crunchy moral component of the work-life balance and make a business case for it."

But … What About Your Life?

So, we’ve established that "work/life" balance, despite its granola-esque reputation, has the potential to be beneficial for business. But is it beneficial for the other side of the "work/life" equation ... you know, your life?

For University of Michigan researcher Paula J. Caproni, the language surrounding "work/life" balance -- like developing a vision, having a clear focus, executing an action plan, and identifying central priorities -- is eerily similar to the language used when describing bureaucratic organizations.

"Statements such as these are equally at home in the boardroom of a Fortune 100 company or in any MBA strategy classroom and reflect the individualism, goal focus, achievement orientation, and instrumental rationality devoid of emotion that is fundamental to modern bureaucratic thought and action,” she noted in a 1997 article for the Journal of Applied Behavioral Sciences.

Caproni continued, “Is this really the language we want to use to guide our personal lives?” 

Ultimately, Caproni found two primary problems with striving for "work/life" balance. The first is that dedicating our lives to a solitary goal (e.g., achieving "work/life" balance) may “lead us down the same path we are trying to get off, directing us to overplan our lives at the expense of living our lives."

In other words, we could become so obsessed with “balancing" events and interactions in our lives that our lives could lose all spontaneity; we could end up simply "going through the motions" of life instead of truly living.

This quote from British philosopher Alan Watts helps illustrate that notion:

Because we thought of life by analogy with a journey – with a pilgrimage. Which had a serious purpose at the end and the thing was to get to that end; success or whatever it is or maybe heaven after you’re dead. But we missed the point the whole way along. It was a musical thing and you were supposed to sing and to dance while the music was being played.

Caproni's other main problem with "work/life" balance, which piggybacks off the first, is that taking such a strategic approach to life ignores the inherent unpredictability and dynamism of life: Unplanned events can and will happen, which means all of that extensive planning and manipulating you do for the sake of “balance” could end up being pointless. 

"A strategic orientation to life underestimates the degree to which life is, and probably should be, deeply emotional, haphazard, and uncontrollable,” Caproni wrote. “Balance, perhaps thankfully, may be beyond our reach." 

And if "work/life" balance is, in fact, unreachable, striving for it sets us up for “continuous frustration."

Caproni also points out that striving for "work/life" balance implies that we have some sort of imbalance that we’re trying to cure; some deficiency that we need to correct.

This line of reasoning can lead us to develop "idealized images" of ourselves; unrealistic representations of what we think we should be. And while striving for self-improvement is typically considered a good thing, it can ultimately be detrimental if that “idealized image” of ourselves has no basis in reality.

If you set impossible expectations for yourself, you’ll never meet or exceed them. And while that statement doesn’t make for a great motivational poster, it can help protect you from feeling like a failure, or like you’re coming up short (when in reality, you are not the problem -- your unrealistic expectations are).

On the Other Hand ...

If striving for some idealistic sense of balance, even if it is unattainable, motivates you and makes you happier and more productive … who’s to say you shouldn’t keep on striving for it? 

If those "work/life" balance tips and tricks you’ve been reading are actually helpful, stick with ‘em! In the immortal words of the Isley Brothers: “It’s your thing / Do what you wanna do.”

And while over-planning and being too goal-oriented can have their consequences, there’s certainly nothing wrong with being mindful of how you’re living your life and spending your time (both of which -- life and time -- are rather precious commodities, most of us would agree).

As Groysberg and Abrahams noted, “…by making deliberate choices about which opportunities they’ll pursue and which they’ll decline, rather than simply reacting to emergencies, leaders can and do engage meaningfully with work, family, and community."

I think the danger comes when this “deliberate choice-making” (to paraphrase) becomes your modus operandi, or sole operating principle. It reduces life to a series of decisions, whereas one might argue that life is instead best viewed, and enjoyed, as a series of experiences.

In Conclusion

If you've recently boarded the “work/life" balance train and don’t like where it’s heading, you shouldn't be afraid to jump off. While this approach proves effective for many, it's not a science. 

Instead of striving for "work/life" balance, you may want to consider simply striving for a good life. Instead of thinking of “work" and “life" as equals, make “life” your priority, and acknowledge that what you do for work is simply a part of that life.

A final (and potentially controversial) piece of advice for those struggling with "work/life" balance: Forget about having your work be your calling or your passion. It’s great if those two things -- your work and your passion -- do align, but ultimately, you can always find your passion outside of the office.

And as it turns out, that's exactly what Caproni did: "I gave up the notion that I should find passion in my work," she wrote, "and instead looked to where I could make the greatest contribution for the most people and sought to keep passion in the home."

At the end of the day, there's no rule that says you must derive some deeper meaning out of your work in order to be a good worker or to have a good life. My recommendation: Be passionate about your life first, then figure out how your work fits into it.

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How to Easily Track Your On-Page SEO Strategy [Free Excel Template]

July 08, 2015 at 12:00PM

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We all know that optimizing your website -- both for searchers and search engines -- can do wonders for your organic traffic and lead generation efforts. The tricky part, of course, is figuring out how to actually optimize your website's pages.

After all, reading about SEO best practices in blog posts and ebooks will only help you up to a certain point. Inevitably, you'll have to take the plunge: You'll have to develop and implement your SEO strategy, and keep tabs on how your optimized pages are performing.

And that's exactly where our On-Page SEO Template comes into play.

Created in Microsoft Excel, this template walks you through the entire SEO process, from documenting existing page titles and URLs, to identifying target keywords, to measuring conversion rates. Here's a peek at the first section of the template so you'll know what to expect. (Look a little complicated? Don't worry! Detailed instructions are included on the first tab of the Excel document.)

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After downloading and using the On-Page SEO Template, you'll be able to answer questions including:

  • How many indexed pages does my website have?
  • How long should my page titles and descriptions be?
  • When was the last time I updated X page?
  • What is the conversion rate for the CTA (call-to-action) on X page?

Ready to put your SEO plans into action? Click here to download the free template.

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Tuesday, July 7, 2015

15 Habits of Highly Effective Content Marketers

July 07, 2015 at 06:00PM

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The other day, I realized something while reading a bunch of articles about becoming a more effective content marketer. Many articles recommend certain tactics to increase an individual piece's quality, but they don't often give tips on how to be a better content marketer in general.

We all know it's important to create original, useful content -- ideally quickly and consistently. But how do we make those processes part of our mental frameworks? 

In my craze to develop habits to become more effective at content creation, I reached out to top content marketers and asked them one question:

"What’s one habit the best content marketers have?"

Here's what they said.

1) Constantly network.

Jimmy Daly, Content Editor at Vero and curator of Swipe File

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Making new friends is the key to getting content shared and promoted. twitter-logo.png In practice, networking just means staying in touch with friends in your industry, reaching out to new people, contributing to sites like Quora, reddit, Inbound.org, and, in general, helping others succeed. Goodwill goes a long way.

Of course, I spend a lot time writing, working on SEO, and creating email campaigns, but it's all for naught if people don't know and trust me.

2) Actively listen to your audience.

Alex Turnbull, Founder and CEO of Groove

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While your job is to ensure that your voice gets heard by others, the most effective habit you can build is actively listening to your audience.

That means reading comments, emails, and tweets and emailing your readers to find out what they’re thinking about, struggling with, and interested in getting better at.

Good content marketers don’t grasp at straws when it comes to picking topics. twitter-logo.png If you let your audience guide you, you’ll never be left wondering if you’ve picked a good subject or not.

3) Constantly research.

Joanna Wiebe Creator of Copy Hackers and the Co-Founder of Airstory

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We all read a thousand things a day, but many people rarely capture or save the best stuff to reference later. So years ago I started keeping swipe files of my favorite emails, newsletters, and campaigns. I also take screenshots of interesting (good or bad) interfaces and experiences. I save data points and anecdotes from the articles I read on my fave blogs and in DeepDyve journals (a killer resource if you write epic posts).

Then, when I'm ready to write, I just slot those snippets of info into my draft posts, and suddenly what would've been an opinion piece is a far more credible, engaging post. By living in research mode, I've got the data I need to write more convincing and share-worthy content without starting from scratch every time. twitter-logo.png

4) Extract knowledge from others.

Kelsey Meyer, Co-Founder of Influence & Co

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When you're producing content every single day, your own creativity isn't always enough. I've become a better content marketer by learning how to extract knowledge to gather insights from other people for a piece of content. twitter-logo.png We do this through verbal interviews, written Q&As, and using a knowledge management template to organize the information we receive from other people.  

5) Watch how other content performs.

Rand Fishkin, Founder and former CEO of Moz and Co-Founder of Inbound.org

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The habit that makes me most effective is watching how a ton of content in our space performs (via social media, feeds, blogs, and email) and seeing what works and what doesn't. twitter-logo.png That's a powerful process because it trains me to spot patterns in what resonates vs. doesn't, and it helps me be a better creator and amplifier.

6) Obsess over quality.

Camille Ricketts, Head of Content & Marketing at First Round Review

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The key to being a standout content marketer is committing entirely to quality over quantity. Someone will always have more time or resources than you to throw a bunch of spaghetti at the wall and see what sticks. The best thing you can do to truly be different and get noticed is to be extremely thoughtful about what will distinguish you, and put all your energy into delivering on that. twitter-logo.png

7) Constantly ask, "Does this provide value?"

Jory MacKay, Writer and Editor for the Crew blog

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One of the best habits any content marketer should practice is to constantly look at your content through the lens of your readers and ask: Does this provide value? twitter-logo.png

Good content teaches, enlightens, and entertains. It's not an advertisement for your brand or just some way to highlight new features. It's a way to show you value your audience's time and want them to leave feeling satisfied.

To do this, you need to have a deep understanding of just who your audience is. At Crew, our target audience is independent creatives -- everyone from designers and developers to writers, marketers, and entrepreneurs. Almost every member of our team is a part of that audience, which makes them the perfect 'focus group' for determining whether my audience would benefit from a new article or tool.

Recently, I set up a Slack channel where anyone is free to drop in links to interesting articles or sites they've found. These end up as inspiration for new blog posts, extra content for our newsletters and social media, or just a way to show me issues that my audience is concerned with.

The people working with you might be the type of people you want to reach with your content marketing efforts -- you shouldn't ignore them as a great resource.

8) Live in "idea mode."

Brittany Berger, Content & PR Manager at Mention

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I think the most effective content marketers live in 'idea mode.' They've learned how to come up with blog post and ebook topics almost passively -- going through life with part of their mind always engaged in how their experiences may translate into content topics.

For example, reading five posts from their RSS reader over morning coffee translates to three new ideas on their own to-do list. They come into work Monday morning with a post outline on lessons learned from their latest Netflix binge.

Of course, this passive idea creation is worthless without some organization, so effective content creators are also meticulous about keeping track of their ideas. twitter-logo.png Even if their idea collection is spread out over Post-its, notebooks, and four different online tools (not that I’m speaking from experience or anything), what matters is that when writer’s block or an empty content calendar hits, they have ideas to turn to.

9) Monitor conversations with your customers. 

Kevan Lee, Content Crafter for Buffer's Social blog

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One thing that has been valuable for us at Buffer is making the time to listen to our audience. We do this in a couple of ways: Monitoring blog comments and social media mentions, and staying in touch regularly with our support heroes about the conversations they're having with customers.

Doing this allows us to create content that is of particular use to our audience and has been validated as meeting a need or solving a problem. twitter-logo.png

10) Let ideas sit a little longer.

Steve Wiens, Managing Editor of Microsoft Stories

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I learned how to cook up a story in the hectic, short-order kitchen of news journalism, but for me inspiration usually needs more time to marinate. So I’ve learned how to sneak in a moment or two of reflection while on a run. While my conscious mind takes a break from that new project, my subconscious keeps working at it, simmering until inspiration finally boils over.

Plant the seed with some initial ideation, then give it the necessary space and time for it to grow. twitter-logo.png

11) Constantly ask questions.

Hana Abaza, VP of Marketing at Uberflip

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As a content marketers, you have to figure out what content is needed, create a dialogue with your audience, and nurture the relationship -- all while telling a compelling story and meeting your business objectives.

Kind of a tall order.

Because of this, the ideal portrait of today’s content marketer is someone with a varied skillset that includes a few key habits for success. But, if I had to choose one, I would say that the best content marketers are always asking questions to get a deeper understanding of their audience. twitter-logo.png

By putting themselves in their customers’ shoes, the best content marketers learn what their audience will love, what they’ll hate, and how they’ll react. This keeps them in relentless pursuit of the right content, the right angle, and the right story.

12) Listen to complaints.

Danny Schreiber, Marketer at Zapier

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My ears are always listening for the next blog post idea. On the Zapier blog, we're dedicated to helping professionals get more out of apps by sharing tool tips, tricks, tutorials, and automation guides. Ideas for posts come from our own experience with apps, but some of the best pieces we've published have come from listening to others discuss -- or complain about -- apps. twitter-logo.png

Last year, for example, our 'Unofficial Guide to Google Hangouts Video Calls' became one of our most-read posts, and it came about thanks to a buggy Hangout video call with a colleague. If I hadn't heard that person ask me, 'How do you adjust video quality?' and 'How do you fix the headset?' I might not have written that post.

13) Always be ambitious.

Sam Slaughter, VP of Content at Contently

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For me, ambition is the most important quality a content marketer can have. twitter-logo.png Successful people in our field aren't content with just making content -- they're driven to create the best work out there on whatever topic they've chosen. There are so many things competing for our attention at any given moment, and lots of content just adds to the noise. It's only the best and most interesting work that’s going to make an impression, and that's what we all need to shoot for.

The best content marketers aren't just trying to be better than their competitors; they want to be better than everyone out there, regardless of the source.

For Contently, producing the best content means building the best marketing publication in the world. Since we’re competing with every publisher out there, our ultimate goal is to produce better content than anyone, including established publications like The New York Times and The Wall Street Journal. It's a lofty goal, but if we didn't aim high, we'd be selling ourselves, and our audience, short.

14) Exercise curiosity.

Joe Chernov, VP of Content at HubSpot

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Being curious. Okay, so maybe it's more of a 'trait' than a 'habit,' so let’s say, exercising curiosity.

Ask questions -- ask the CEO what she's worried about, unpack why some deals close and others are lost, ask new hires why they joined the company.

You'll probably get all surface answers initially. Dig deeper. Exercise curiosity. Watch random TED talks. Participate in -- even if just passively -- communities like Inbound.org. Read articles that you want to read -- not just those that you are "supposed to" read. Then ask yourself why you care about them. Go to a play. Listen, really listen, to a great album. (I've had Lou Reed's 'New Sensations' on loop for days.)

What connections can you draw between these personal interests and your business or your audience? Perhaps nothing, but it's your job to keep trying to draw connections. twitter-logo.png It's your job to keep your self-monitor active. Why? Because these are the places true inspiration is found.

15) Avoid blindly following the latest trends.

Anum Hussain, Head of Content at Sidekick

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'Video marketing is the next big thing,' they say. Now replace video with any of the following: quizzes, infographics, SlideShares, listicles, flowcharts, podcasts, essays, and so on. There’s nothing wrong with any of these content types, but there is something completely wrong with blindly copying what your content competitors are doing.

Want to try a new content format? See how your audience reacts with a minimal viable test. Key word here: YOUR audience.

If your own, specific, unique, reader base isn’t engaging with this new format, it doesn’t matter.

Just as we don't build the same product and market it to vastly different customers, we shouldn’t produce the same content and distribute it to vastly different readers. twitter-logo.png

As content marketers, it’s our responsibility to provide our readers with valuable content. Developing strong frameworks for how we think about content and the process we use to create it are crucial to becoming better content marketers.

Beyond the habits of content marketers, there are many habits we can employ to become more effective. To help you catch up on some of the most common ones, we summarized the best-selling book, The 7 Habits of Highly Effective People, into a quick guide here.

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The Key to Growing Your Audience: Partner With Subject Matter Experts

July 07, 2015 at 05:00PM

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No matter the format, message, or style of online content, everyone’s striving to reach the largest possible audience. Making that a reality depends on creating something that answers an audience’s most pertinent questions, is presented in an engaging way, and maybe even offers some new ideas no one’s hit on before.

As content marketers aim for these goals, one ingredient can distinguish popular content from something that barely gets noticed: the input of a subject matter expert (SME). Partnering with an SME can strengthen content’s credibility and value, yet knowing how to connect with such an expert requires skills that aren’t inherently part of a marketer’s usual wheelhouse.

Locating the right people, getting prepared for an interview, and drawing vital information from them depends on accessing your inner journalist and sharpening up your outreach and interviewing skills.

Content’s Newest Ally: The Subject Matter Expert

It’s not a stretch to say an SME will offer immense benefits to a content project. When a well-known name is attached to a project, whether it’s a downloadable ebook, video, or series of articles, attention will inevitably result. Just as a popular novelist can earn pre-sales purchases months before a book is even published, name recognition can lead to an automatic buy-in from a community of enthusiasts.

An expert can also serve as a source for up-to-date knowledge and news on an industry. He or she will be able to convey the biggest challenges, the latest breakthroughs, and future concerns around a particular subject. This kind of information will allow you to shape the direction, message, and format of your project.

Then once you’ve completed a project, an SME can also play an important role in helping spread the news about it with his or her social media followers. With a well-known expert, your content promotion efforts have the potential to reach a huge community of enthusiasts, fellow experts, and industry leaders. Awareness of your content, and your brand, can reach an unprecedented level of exposure when you take advantage of the social channels an SME can bring to the table.

The Place Where Journalism and Digital Marketing Overlap

Realizing that subject matter experts are important to content creation and promotion is one thing; tracking them down for an interview is another. In journalism, conducting an interview is a standard practice that should be adopted by the digital marketer. A subject matter expert’s insights and perspective can take an article from being one-dimensional to a complete and nuanced portrait of a topic or event.

Taking on some of the fundamental tactics of a journalist entails researching who would be the best choices of experts, reaching out to them, scheduling a time to speak, devising some effective questions and then conducting the interview itself.

Embarking on these tasks requires some planning and having clear ideas of what will need to be covered to create a meaningful conversation. By using a journalist’s tactics to achieve a content marketer’s goals, you’ll be able to strengthen your content and ensure it will resonate with its intended audience.

As any journalist could tell you, conducting an interview is much more than just asking questions. The best interviews require thorough planning and shouldn’t be done in a lockstep Q&A fashion. Being able to ask spontaneous questions or ask an interviewee to elaborate on a statement can help ensure the discussion is a meaningful one.

Expertise + Creativity + Promotion = Content That Conquers

When a journalist interviews an expert on a topic, the goal is to gain some pertinent facts for an article. When a brand hires a celebrity to endorse a product, the goal is to gain attention and credibility. And when a content marketer partners with a subject matter expert, both these goals can be achieved, while also gaining the advantage of some promotional muscle that will deliver your content to a broad, receptive audience.

Knowing some good outreach and interviewing skills will lay the groundwork for a variety of benefits when it comes to content creation and promotion. Now that SMEs are increasingly part of the process, the ability to think like a journalist is becoming a necessity for building successful content marketing projects that will shed light on an issue and generate some great traffic.

Thinking like a journalist is merely the first step for tapping into subject matter experts for content marketing success. Join Relevance for their upcoming webinar on July 15th at 1PM EST, 5 Steps to Better Content Marketing Results: Partnering with Subject Matter Experts, to go into greater depth for harnessing expert knowledge for your content.

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