Tag Archives: content strategy

Content Strategy Drives Success for AutoTrader.com

Written by Ruben Sanchez | April 16, 2013

Content strategy is central to the success of AutoTrader.com, but it wasn’t always that way. Recently, Scott Markle from AutoTrader.com joined Skyword in a candid discussion about the genesis of their strategy, which in three years has delivered large-scale success and ROI. Invest in Content, Not Overhead AutoTrader’s content marketing program started in 2009 as a bootstrapped experiment that published 54 original articles. In 2012, they published 1,913 pieces of content. And in 2013, they are publishing about eight pieces Read more

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What Manufacturing Marketers Need to Know About Content to Drive More Leads

Written by Sarah Morrissey | April 08, 2013

Unless they’ve been living in a cave for the last five years, most manufacturing marketers know that their prospective customers and existing customers are doing the majority of their research online. Their online content, however, typically reads like detailed product brochures, with all kinds of meaningless specifications and diagrams. Sometimes a potential buyer has to know the product number in order to even get to the page where a relevant product would be. He doesn’t — so, he leaves and Read more

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How Brands Can Create Quality Content

Written by Steve Armenti | April 01, 2013

Content marketing is a highly effective means of reaching research-driven and socially connected consumers. But how can brands create quality content that speaks to the interests of their target audience, drives marketing strategy, and provides return on investment? Create a Content Marketing Strategy Understand the objectives and goals you hope to achieve by creating content. Do you need engaging content to fuel your social marketing efforts? Are you looking for website traffic? Are you trying to reach new customers? Understanding Read more

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Get Rid of Your “Salespeople” ASAP

Written by Dan Baptiste | March 11, 2013

Having been a salesperson (either in direct sales or sales management) for my entire career, I have had the unfortunate pleasure of being stereotypically grouped with lawyers and politicians. Why is that? Let’s talk about some typical traits that make up the classic description of a salesperson: aggressive, pushy, focused on the sale (short-term) vs. developing a relationship (long-term), money-hungry – and the list goes on. Raise your hand if you see any positive traits within that list. I would Read more

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Using a Content Calendar to Drive Your Content Strategy

Written by Tom Gerace | January 30, 2013

Today, we are excited to introduce you to a powerful new version of the Skyword Platform. This release will enable you to drive your content strategy using a dynamic new content calendar, organize your work into different projects to align your content strategy with your business strategy, manage writers and editors across time zones more easily, and ensure that the content you are creating is unique and original. In this release, we bring you the following new features: Publishing calendars Read more

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Keyword Hierarchy: How to Build an SEO Sitemap

Written by John Mihalik | December 13, 2012

Your website’s page and organizational layout is critical to maximizing your keyword strategy and SEO efforts. An SEO sitemap will help ensure that you take into account common patterns in your keyword list to help organize your site’s content. A website’s sitemap reflects the interlinking structure of your website. This defines which pages link to other pages and how your pages are organized. Typically, a sitemap looks similar to this: Your website’s sitemap and organizational layout should help focus your Read more

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Content Strategy Tips From Expert Heather Molina

Written by Patricia Travaline | October 24, 2012

Heather Molina from Resolution Media shared some valuable content strategy tips for brands during a recent interview with us. Heather is heading up Resolution’s Content Marketing and Digital Newsroom practice. Resolution will be using the Skyword for Agencies release of the Skyword Platform to recruit writers and create, optimize, and measure content for its clients. Here’s a quick glimpse into her insights. Heather, as both of our organizations have seen, more and more brands are becoming publishers of content. What’s Read more

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Skyword Team Q&A: How the Strategic Services Team Impacts Your Content Strategy

Written by Liz Goodwin | October 16, 2012

Behind the scenes at Skyword, we’re a growing company made up of various unique departments. Each plays an integral role in helping the company achieve its goal: to provide organizations a way to efficiently and meaningfully reach their audiences through quality content optimized for search and the social web. Ready to learn more about the company and our individual roles? Read on for a Q&A with Director of Strategic Services, Christine McManus. Find out what her clients’ biggest challenges are, Read more

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“Content is King”: A Retrospective

Written by Juliana Casale | October 01, 2012

If you’ve dabbled in marketing, PR, or business, you’ve probably heard the phrase “content is king,” which was coined by Sumner Redstone (founder of Viacom) in the mid-’90s. It was an exciting era for electronic communications and marketing; Japan began to manufacture DVDs, a little auction company called “eBay” took off, and the number of Internet host computers jumped from 1 million to 10 million. In 1996, Bill Gates wrote a column by the same name. At the time, it Read more

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Why Content Strategy Matters: Tips From Content Marketing Expert Nate Riggs

Written by Adam Vavrek | August 08, 2012

For the past decade, Nate Riggs has helped companies produce content for the web for midsized and large businesses. Currently, he is the Director of Social Business & Content Marketing at The Karcher Group. He speaks at conferences on social business- and technology-related topics and regularly contributes content to his blog nateriggs.com as well as to the Content Marketing Institute. I had a chance to ask Nate some questions regarding the importance of developing and maintaining a content marketing strategy. Read more

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