3 tips for overcoming content production obstacles
The biggest roadblocks in the way of content marketing success are process-related, says contributor Rachel Lindteigen. In this column, she explains how to break through.
Rachel Lindteigen is the President and Founder of Etched Marketing and the former Senior Director, Content Marketing for PMX Agency. Rachel has over 20 years of content writing, editing and strategy development and 10 years of digital marketing experience. She works with many top ecommerce retailers and crafts both local and national level SEO strategies. Rachel has a bachelor’s degree in broadcast journalism from the Walter Cronkite School for Journalism and Telecommunications at Arizona State University and an MBA in Marketing.
Sharing on social in the wake of Facebook’s recent algorithm update: what you need to know
If you're worried about Facebook's changes to its News Feed, don't panic just yet. Columnist Rachel Lindteigen shares ways to expand the reach of your content in the wake of the update.
The 2018 content focus challenge
It's a new year -- with a new outlook. Columnist Rachel Lindteigen discusses how to choose a focus term that will help guide your content marketing strategy in 2018 and beyond.
3 important search engines to leverage for content marketing
If you want to up your content marketing game, you need to think about search engine optimization. Columnist Rachel Lindteigen discusses SEO best practices for content marketers.
How are you changing your content marketing program in 2018?
To help you plan ahead and get your content marketing program in tip-top shape, columnist Rachel Lindteigen predicts the changes you can expect to see next year.
Free, paid or gated content: Which option is right for you?
Once you've created a great piece of content, you'll need to decide if you want to share it freely, charge for it or gate it in exchange for information. Columnist Rachel Lindteigen shares tips to help you decide which route to go.
Are you making a mistake by focusing solely on new customers?
It's easy to get caught up in trying to acquire new customers. But columnist Rachel Lindteigen explains why your content marketing efforts need to address the needs of your current customers.
Why choosing a niche helps you produce better content
Don't create content that tries to serve everyone. Columnist Rachel Lindteigen explains why specializing in one area will help you stand out from the crowd and deliver more value to your audience.
Comparing content production models: Which is right for your business?
Columnist Rachel Lindteigen discusses the advantages and disadvantages of the hub-and-spoke model and the skyscraper technique to help you determine which is the best fit for your organization.
How content drives revenue (and how to prove it)
Not everyone understands what content can do for your bottom line. Columnist Rachel Lindteigen breaks it down so that your clients or team members will recognize the results of your efforts.
Where is the best place to post your content?
So you have a great piece of content. What's next? Columnist Rachel Lindteigen explains why you need to think about your program's goals before you decide where to post your content.
How to secure buy-in for your content marketing program expansion
How do you get your executive team to recognize the need to expand your content marketing program? Columnist Rachel Lindteigen shares tips to help you lay the groundwork and find success.
3 ways to boost your content marketing program’s performance
Columnist Rachel Lindteigen shares three strategies to help you get a leg up on the competition and push your content marketing program to the next level.
How to create a competitive content insights report step-by-step
Tackling an in-depth competitor content insights report can be a daunting task, but columnist Rachel Lindteigen breaks the process down into steps to make the process easier.
Don’t risk your business and consumer relationship over ‘alternative facts’
Don't try to hide or exaggerate the facts. Columnist Rachel Lindteigen says content marketers will be rewarded if they offer their consumers content that's honest and relevant.
Content marketing ideation: Where do good ideas come from?
It's not easy to keep coming up with new ideas for content. Columnist Rachel Lindteigen reveals steps you can take to help with the process.
5 tips for content marketing success in 2017
Get your content marketing program in tip-top shape for the new year. Columnist Rachel Lindteigen shares five ways to find success with your content in 2017 and beyond.
A standout content example: Budweiser and the Cubs
Columnist Rachel Lindteigen says content marketers should take a page from Budweiser's recent World Series ad honoring legendary Cubs announcer Harry Caray.
6 questions from elementary school are key to content creation success
Columnist Rachel Lindteigen explains how marketers can use the five Ws and one H of writing to create better content.
Content Audit 102: leveraging data and adjusting strategy
Columnist Rachel Lindteigen discusses the ins and outs of performing a content audit and how to use the data you uncover to make shifts in your strategy.
Content audit 101: a step-by-step guide
If you want a top-notch content marketing program, you need to know what assets you have and how they’re performing. Columnist Rachel Lindteigen walks you through the ins and outs of conducting a content audit.
Who should create your content?
Should your content be created in-house, or should you hire a freelancer or agency? Columnist Rachel Lindteigen takes a look at the options to help you determine what will work best for your organization.
Stop fearing failure and be brave in your content marketing program
Failure isn't always a bad thing. Columnist Rachel Lindteigen says that by looking at what didn't work, you can learn more about your customers and gain a better perspective for future content.
The #1 reason why position #1 doesn’t matter
As the layout of search engine results pages continues to change and evolve, columnist Rachel Lindteigen notes that being the top result may not be as important as it used to be.
Is customer service a key to content marketing success?
Often, successful content marketing relies most heavily on content created by your customers, rather than by your brand. Columnist Rachel Lindteigen explains how excelling at customer service should be part of your content strategy.
Why “Go Viral” Is Not An Effective Content Marketing Strategy
If you're trying to go viral, you're probably trying too hard. Columnist Rachel Lindteigen explains why you should focus instead on creating great content that matters to your audience.
What’s The Right Staffing Mix For Content Marketing Success?
Columnist Rachel Lindteigen believes a content marketing team that includes both marketers and journalists can help you tell the stories that appeal the most to your audience.
Is Content Marketing A Strategy, A Tactic Or A Channel?
Columnist Rachel Lindteigen believes content marketing shouldn't be a standalone tactic — it should help tell a cohesive story and shape your overall strategy.
Are You And Your Customers Speaking The Same Language? Does It Matter?
Should you call a pullover a "sweater" or a "jumper?" It depends on your strategy. Just make sure you're speaking the same language as your potential customers, advises columnist Rachel Lindteigen.
The Secret To A Winning Content Marketing Strategy? Just Ask.
How do you create content that resonates with your audience? Columnist Rachel Lindteigen says it's all about listening to your customers to know what they really need.