Welcome to Cicada’s August round-up!

This month the web has been awash with articles on content marketing. We’re going to uncover some of its misconceptions and find out just how important it really is:

How much time should you spend on it, and how do you go about it? Or is content marketing just a matter of churning out content and hoping for the best?

At Cicada, part of our work is to help clients produce high quality content and, with a certain audience in mind, publicise it through a variety of media. The key is to get your content to stand out in the crowd.

But, beware, there is no “quick fix”; content marketing takes time and patience.

Anyway, see for yourself, and why not drop us some feedback at the bottom of the page!


1. Can You Please Stop the Drivel You Call Content Marketing?!

First off, here’s Craig Badlings of Linkedin discussing a recent backlash against content marketing. He introduces us to the Slow Content Movement©, to demonstrate that it’s all a matter of good quality, relevance and freshness of material.

Take a look

2. How and Why to Create Great Content: Part 2

Hannah Warder of White.net gives us Part 2 of the hows and whys of content marketing (check out Part 1 here). First, she says, you must think about why you’re writing your piece of content. What is its purpose? Then you can move on to how to go about it.

Her post is energetic, colourful and may make you rethink your strategy. Check out her article

3. Greatest Misconception in Content Marketing

Here, the moustached Wizard of Moz unpacks some of the content marketing myths. It’s not, Rand Fishkin argues, a matter of “write blog – publicise – people come”. More likely, writing content and sharing it is a longer process of engaging your customers, gaining their trust and building a relationship. Be patient… and realistic!

Watch the Whiteboard Friday video 

4. Blogging 101: Traffic Generation for Blogs on a Budget

This great piece by Search Engine Journal demonstrates that, although it’s lovely to write a blog post now and then, there’s far more to it than that. Give some thought to your keywords, your audience and the purpose of your post; and how are you going to publicise it?

Read more here

5. How to Strategically Place Your Content to Reach Your Target Audience

A crucial part of writing good content is understanding your audience/persona, competitors, and main influencers. Once you’ve nailed this you can then move on to work out how best to reach them. Here Birmingham digital agency Tomorrow People shows you how.

Take a look

6. Creative Repurposing for Content Marketing

Arguing that it’s not always easy to keep inventing new content, Top Rank Blog shows you how to reuse older content by freshening it up and targeting it to other audiences via different streams. Then go on to think about how you use your “micro-content” as part of your ongoing marketing strategy.

Read more

7. Facebook Ads: Creative Application to Help Your Marketing

And what about Facebook Advertising? This post by Social Media Examiner (including a podcast) will help you to find your way around it and understand how it can help you to boost your business market.

Ready for Facebook advertising?

8. B2B Marketing with Google+

How do you choose the right social network to suit your business? Twitter, in my experience, is the easiest way to socialise, share and distribute content, and to attract a decent audience. But what about Google+? This infographic by Business2Community demonstrates how you can use Google+ to bring visibility to your website.

Find out how

9. Reviewing Content Effectiveness with Google Analytics Content Groups

So…. how about checking how well your content is doing? Smart Insights provides a really nice tutorial on how to use Google Analytics to group your content and track how it is supporting your content strategy.

Here you go!

10. 5 Reasons Why Your Content Marketing Campaign May Fail and Ideas to Make Content More ‘Viral’

And finally… what if your content marketing is taking a nose-dive? This infographic from Smart Insights is a great way of visualising your content marketing plan. It looks at how to improve the reach of your content in 5 steps.

Find out more