{"id":2726,"date":"2019-06-13T13:06:55","date_gmt":"2019-06-13T13:06:55","guid":{"rendered":"https:\/\/omaha-seo.com\/blog\/?p=2726"},"modified":"2022-06-06T17:21:42","modified_gmt":"2022-06-06T17:21:42","slug":"2019-top-content-marketing-insights-from-industry-experts","status":"publish","type":"post","link":"https:\/\/omaha-seo.com\/blog\/2019-top-content-marketing-insights-from-industry-experts\/","title":{"rendered":"Top SEO Content Marketing Insights From Experts"},"content":{"rendered":"<p>We hope that these ideas assist you in developing a more effective <a href=\"https:\/\/omaha-seo.com\/\">content marketer<\/a>!<\/p>\n<div class=\"js-post-schema\">\n<article>\n<div>\n<p>While you can find a lot of marketing strategies\u00a0on the web,\u00a0you can&#8217;t learn everything online. We have found that\u00a0the right industry-focused\u00a0events offer the insights unavailable elsewhere.\u00a0If you want to know how the experts succeed, discover the\u00a0best performing tactics, and get career-building opportunities, you need to participate in\u00a0masterclasses, conferences, and networking events.<\/p>\n<p>Our team at SEMrush is continually gaining knowledge from\u00a0several different conferences that offer educational experiences <a href=\"https:\/\/omaha-seo.com\/blog\/ten-common-myths-about-content-marketing\/\">for\u00a0content marketers<\/a> worldwide. The experts presenting at these events\u00a0share their best content marketing techniques and insights.<\/p>\n<p>In this article, we are excited to present the most valuable insights we have gained from a range of significant events in the industry, including\u00a0Content Marketing Conference 2019 and ContentTECH Summit 2019.<\/p>\n<div class=\"s-features__div\">\n<form class=\"s-features js-try-now js-try-now-auth\" action=\"\" method=\"POST\" data-login=\"true\" data-tools=\"siteaudit\" data-callback=\"https:\/\/www.semrush.com\/content-marketing\/?utm_source=ConfRecap&amp;utm_medium=BlogBanner&amp;utm_campaign=CMplatform19\" data-pattern-type=\"domain\" data-ga-category=\"Blog_revenue\" data-ga-action=\"create_campaign_siteaudit\" data-error=\"\">\n<div class=\"s-features__wrapper\">\n<div class=\"s-features__inner\">\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_83 counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<label for=\"ez-toc-cssicon-toggle-item-6a051b9a5a4be\" class=\"ez-toc-cssicon-toggle-label\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/label><input type=\"checkbox\"  id=\"ez-toc-cssicon-toggle-item-6a051b9a5a4be\"  aria-label=\"Toggle\" \/><nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/omaha-seo.com\/blog\/2019-top-content-marketing-insights-from-industry-experts\/#SEMrush_Content_Platform\" >SEMrush Content Platform<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/omaha-seo.com\/blog\/2019-top-content-marketing-insights-from-industry-experts\/#Branding_First_Marketing_After\" >Branding First, Marketing After<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/omaha-seo.com\/blog\/2019-top-content-marketing-insights-from-industry-experts\/#Defining_Brand_Voice\" >Defining Brand Voice<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/omaha-seo.com\/blog\/2019-top-content-marketing-insights-from-industry-experts\/#Building_Message_Architecture\" >Building Message Architecture<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/omaha-seo.com\/blog\/2019-top-content-marketing-insights-from-industry-experts\/#Get_your_website_unstuck_now_How_Click_the_Omaha_SEO_link_below\" >Get your website unstuck now! How?\r\nClick the Omaha SEO link below!<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/omaha-seo.com\/blog\/2019-top-content-marketing-insights-from-industry-experts\/#Content_as_a_Tool_for_Creating_Experience\" >Content as a Tool for Creating Experience<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/omaha-seo.com\/blog\/2019-top-content-marketing-insights-from-industry-experts\/#Create_Moments_of_Inspiration\" >Create Moments of Inspiration<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/omaha-seo.com\/blog\/2019-top-content-marketing-insights-from-industry-experts\/#Art_of_Storytelling\" >Art of Storytelling<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-9\" href=\"https:\/\/omaha-seo.com\/blog\/2019-top-content-marketing-insights-from-industry-experts\/#High-Tech_in_Content_Marketing\" >High-Tech in Content Marketing<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-10\" href=\"https:\/\/omaha-seo.com\/blog\/2019-top-content-marketing-insights-from-industry-experts\/#The_Importance_of_Strategy\" >The Importance of Strategy<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-11\" href=\"https:\/\/omaha-seo.com\/blog\/2019-top-content-marketing-insights-from-industry-experts\/#Content_Strategy_as_a_Business_Function\" >Content Strategy as a Business Function<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-12\" href=\"https:\/\/omaha-seo.com\/blog\/2019-top-content-marketing-insights-from-industry-experts\/#Content_Modeling\" >Content Modeling<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-13\" href=\"https:\/\/omaha-seo.com\/blog\/2019-top-content-marketing-insights-from-industry-experts\/#Content_As_a_Product\" >Content As a Product<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-14\" href=\"https:\/\/omaha-seo.com\/blog\/2019-top-content-marketing-insights-from-industry-experts\/#A_Fish_Tale\" >A Fish Tale<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-15\" href=\"https:\/\/omaha-seo.com\/blog\/2019-top-content-marketing-insights-from-industry-experts\/#Science_of_Content_Creation\" >Science of Content Creation<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-16\" href=\"https:\/\/omaha-seo.com\/blog\/2019-top-content-marketing-insights-from-industry-experts\/#Using_Neuroscience_in_Content_Creation\" >Using Neuroscience in Content Creation<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-17\" href=\"https:\/\/omaha-seo.com\/blog\/2019-top-content-marketing-insights-from-industry-experts\/#Conversational_Content\" >Conversational Content<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-18\" href=\"https:\/\/omaha-seo.com\/blog\/2019-top-content-marketing-insights-from-industry-experts\/#Build_Content_Like_a_Lego_Figure\" >Build Content Like a Lego Figure<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-19\" href=\"https:\/\/omaha-seo.com\/blog\/2019-top-content-marketing-insights-from-industry-experts\/#Snap_Crackle_and_Pop\" >Snap, Crackle, and Pop<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-20\" href=\"https:\/\/omaha-seo.com\/blog\/2019-top-content-marketing-insights-from-industry-experts\/#In_Conclusion\" >In Conclusion<\/a><\/li><\/ul><\/nav><\/div>\n<h3><span class=\"ez-toc-section\" id=\"SEMrush_Content_Platform\"><\/span>SEMrush Content Platform<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Empower Your Content Strategy with Data<\/p>\n<\/div>\n<\/div>\n<\/form>\n<\/div>\n<\/div>\n<\/article>\n<\/div>\n<h2><span class=\"ez-toc-section\" id=\"Branding_First_Marketing_After\"><\/span>Branding First, Marketing After<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Many businesses focus on short-term goals and expect immediate sales results through marketing. To achieve a better outcome, businesses should instead think strategy. They should concentrate on long-term goals and first work out the basics \u2014 like\u00a0a brand personality.<\/p>\n<p>When you know who you are and what you want to accomplish, it is much easier to decide how to market your business the right way and plan your strategy accordingly. Veronica Romney presented\u00a0this idea at CMC 2019, where she encouraged\u00a0companies to work on branding before proceeding to marketing activities.<\/p>\n<p class=\"emphasis\"><strong>Key takeaway<\/strong>:<br \/>\nBranding should go before marketing!<\/p>\n<p><img decoding=\"async\" class=\" wp-image-3643 aligncenter\" src=\"https:\/\/omaha-seo.com\/blog\/wp-content\/uploads\/2022\/03\/1-content-insights-300x189.png\" alt=\"\" width=\"697\" height=\"440\" srcset=\"https:\/\/omaha-seo.com\/blog\/wp-content\/uploads\/2022\/03\/1-content-insights-300x189.png 300w, https:\/\/omaha-seo.com\/blog\/wp-content\/uploads\/2022\/03\/1-content-insights-513x323.png 513w, https:\/\/omaha-seo.com\/blog\/wp-content\/uploads\/2022\/03\/1-content-insights-335x211.png 335w\" sizes=\"(max-width: 697px) 100vw, 697px\" \/><\/p>\n<p>There is so much marketing noise, and even your own brand\u2019s noise could make you invisible to the audience if you don\u2019t stand out. The only way to get the audience\u2019s attention is to make your brand personality unique by developing an individual voice.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Defining_Brand_Voice\"><\/span>Defining Brand Voice<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Sometimes a brand focuses entirely on its corporate culture and goals when developing a brand voice, but if you do this, you\u00a0may completely forget about the customer. Good branding isn\u2019t about you \u2014 it is\u00a0about your customer.<\/p>\n<blockquote>\n<p class=\"quote\">You will never be the hero of your customer\u2019s story.<\/p>\n<p class=\"author\">\u2014 Veronica Romney<\/p>\n<\/blockquote>\n<p>Don\u2019t try to put a customer into your brand. Instead, dive into your customer\u2019s world and immerse your brand into it. Your branding should start with researching your audience from A to Z. You should continue with defining your core brand values and eventually succeed with finding the best way to connect your personality with your customer\u2019s world.<\/p>\n<p class=\"emphasis\"><strong>Key takeaway: <\/strong><br \/>\nA brand voice allows you to find the place your brand can take in the customer\u2019s world.<\/p>\n<p>To learn more about defining and implementing a tone of voice for your brand, head to our Tone of Voice guide to see some examples of distinctive brand voices as illustrated by 404 customized pages.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Building_Message_Architecture\"><\/span>Building Message Architecture<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>While brand voice is <em>how<\/em> you communicate with your audience, a message architecture is <em>what<\/em> you say.<\/p>\n<p>A message architecture allows you to deliver consistent messages across all content you produce \u2014it summarizes and prioritizes your communication goals in a short document that should be distributed to your entire content team.<\/p>\n<p class=\"emphasis\"><strong>Key takeaway: <\/strong><br \/>\nA message architecture ensures the delivery of consistent messages.<\/p>\n<p>Cathy McKnight defines a message architecture as:<\/p>\n<ul>\n<li>A consistent and uniform way to communicate.<\/li>\n<li>Not only words\u00a0but also design.<\/li>\n<li>Clear and drive decisions.<\/li>\n<\/ul>\n<p>There are different ideas regarding how a message architecture should look and how it should be composed. Focus on making it helpful and clear.<\/p>\n<p><img decoding=\"async\" class=\" wp-image-3663 aligncenter\" src=\"https:\/\/omaha-seo.com\/blog\/wp-content\/uploads\/2022\/03\/2-what-is-a-message-architecture-300x168.png\" alt=\"\" width=\"632\" height=\"354\" srcset=\"https:\/\/omaha-seo.com\/blog\/wp-content\/uploads\/2022\/03\/2-what-is-a-message-architecture-300x168.png 300w, https:\/\/omaha-seo.com\/blog\/wp-content\/uploads\/2022\/03\/2-what-is-a-message-architecture-768x431.png 768w, https:\/\/omaha-seo.com\/blog\/wp-content\/uploads\/2022\/03\/2-what-is-a-message-architecture-513x288.png 513w, https:\/\/omaha-seo.com\/blog\/wp-content\/uploads\/2022\/03\/2-what-is-a-message-architecture-573x322.png 573w, https:\/\/omaha-seo.com\/blog\/wp-content\/uploads\/2022\/03\/2-what-is-a-message-architecture-600x337.png 600w, https:\/\/omaha-seo.com\/blog\/wp-content\/uploads\/2022\/03\/2-what-is-a-message-architecture-335x188.png 335w, https:\/\/omaha-seo.com\/blog\/wp-content\/uploads\/2022\/03\/2-what-is-a-message-architecture.png 1010w\" sizes=\"(max-width: 632px) 100vw, 632px\" \/><\/p>\n<p>Here is Cathy&#8217;s example of what a message architecture of A-team may look like:<\/p>\n<p><img decoding=\"async\" class=\" wp-image-3662 aligncenter\" src=\"https:\/\/omaha-seo.com\/blog\/wp-content\/uploads\/2022\/03\/3-content-insights-300x169.png\" alt=\"\" width=\"669\" height=\"377\" srcset=\"https:\/\/omaha-seo.com\/blog\/wp-content\/uploads\/2022\/03\/3-content-insights-300x169.png 300w, https:\/\/omaha-seo.com\/blog\/wp-content\/uploads\/2022\/03\/3-content-insights-768x433.png 768w, https:\/\/omaha-seo.com\/blog\/wp-content\/uploads\/2022\/03\/3-content-insights-513x289.png 513w, https:\/\/omaha-seo.com\/blog\/wp-content\/uploads\/2022\/03\/3-content-insights-573x323.png 573w, https:\/\/omaha-seo.com\/blog\/wp-content\/uploads\/2022\/03\/3-content-insights-600x338.png 600w, https:\/\/omaha-seo.com\/blog\/wp-content\/uploads\/2022\/03\/3-content-insights-335x189.png 335w, https:\/\/omaha-seo.com\/blog\/wp-content\/uploads\/2022\/03\/3-content-insights.png 1010w\" sizes=\"(max-width: 669px) 100vw, 669px\" \/><\/p>\n<p>Once you have established your brand personality, start planning your content around what engages your audience and what they care about.<\/p>\n<div class=\"b-ebooks-shortcode js-ebooks-zone\" data-ga-label=\"post-text\">\n<div class=\"b-ebooks-shortcode__inner\">\n<div class=\"b-ebooks-shortcode__info\">\n<div class=\"b-ebooks-shortcode__top\"><span class=\"b-ebooks-shortcode__label\">Ebook<\/span> Content Marketing Checklist &#8211; 25 Things that You Really Should Try in 2019<\/div>\n<p class=\"b-ebooks-shortcode__txt\">Ready to refresh your content marketing strategy this year? To help you discover the latest tricks and stay ahead of content marketing trends, SEMrush has prepared a content marketing checklist for 2019. Use these tactics, ideas and tools to give your content marketing strategy a much-needed boost.<\/p>\n<table style=\"border-collapse: collapse; width: 100%;\">\n<tbody>\n<tr>\n<td style=\"width: 100%;\">\n<table style=\"border-collapse: collapse; width: 100%; height: 144px;\">\n<tbody>\n<tr style=\"height: 109px;\">\n<td style=\"width: 990.8px; height: 109px;\">\n<h3 class=\"et_pb_module_header\" style=\"text-align: center;\"><span style=\"font-size: 18pt; color: #3366ff;\">Get your website unstuck now! How?<\/span><br \/>\n<span style=\"font-size: 18pt; color: #3366ff;\">Click the Omaha SEO link below!<\/span><\/h3>\n<\/td>\n<\/tr>\n<tr style=\"height: 35px;\">\n<td style=\"width: 990.8px; text-align: center; height: 35px;\"><span style=\"color: #3366ff; font-size: 18pt;\"><strong>Omaha SEO<\/strong><\/span><\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<\/div>\n<\/div>\n<\/div>\n<h2><span class=\"ez-toc-section\" id=\"Content_as_a_Tool_for_Creating_Experience\"><\/span>Content as a Tool for Creating Experience<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<blockquote>\n<p class=\"quote\">Most of our marketing is directed at driving purchase. But most of the time, our buyers are not buying. They are reviewing, using, replacing, advocating, asking for help\u2026<\/p>\n<p class=\"author\">\u2014 Samantha Stone<\/p>\n<\/blockquote>\n<p>When creating content, we often focus too much on the marketing funnel. Without a doubt, generating leads is important as content marketing serves your business goals. However, your business won\u2019t make progress in the modern competitive world if your brand doesn\u2019t offer a unique experience to your audience.<\/p>\n<p class=\"emphasis\"><strong>Key takeaway: <\/strong><br \/>\nYour consumers not only buy your products;\u00a0they\u00a0also buy an experience.<\/p>\n<p>Creating an experience is one of the crucial challenges for content marketers, especially when you want to build it around your entire buyer&#8217;s journey.<\/p>\n<blockquote>\n<p class=\"quote\">Great content experiences are an art and science. They are formed by creativity and informed by data.<\/p>\n<p class=\"author\">\u2014 Ryan Brown<\/p>\n<\/blockquote>\n<p>One of the most insightful speeches we heard about creating an experience for your audience was held by Andrew Davis, who offered a distinctive approach to the consumer journey.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Create_Moments_of_Inspiration\"><\/span>Create Moments of Inspiration<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Instead of focusing on your ROI only, you need to think about how your content inspires your customers and create moments of inspiration \u2014 MOIs.<\/p>\n<p>A moment of inspiration is an instant in time that sends your consumer on a journey they didn\u2019t expect. These moments actually happen quite frequently to all of us, and you should use them to build a loyalty loop for your audience.<\/p>\n<blockquote>\n<p class=\"quote\">Invite your audience on a journey they never expected.<\/p>\n<p class=\"author\">\u2014 Andrew Davis<\/p>\n<\/blockquote>\n<p><img decoding=\"async\" class=\" wp-image-3661 aligncenter\" src=\"https:\/\/omaha-seo.com\/blog\/wp-content\/uploads\/2022\/03\/4-content-insights-300x225.jpg\" alt=\"\" width=\"711\" height=\"533\" srcset=\"https:\/\/omaha-seo.com\/blog\/wp-content\/uploads\/2022\/03\/4-content-insights-300x225.jpg 300w, https:\/\/omaha-seo.com\/blog\/wp-content\/uploads\/2022\/03\/4-content-insights-768x576.jpg 768w, https:\/\/omaha-seo.com\/blog\/wp-content\/uploads\/2022\/03\/4-content-insights-456x342.jpg 456w, https:\/\/omaha-seo.com\/blog\/wp-content\/uploads\/2022\/03\/4-content-insights-573x430.jpg 573w, https:\/\/omaha-seo.com\/blog\/wp-content\/uploads\/2022\/03\/4-content-insights-600x450.jpg 600w, https:\/\/omaha-seo.com\/blog\/wp-content\/uploads\/2022\/03\/4-content-insights-335x251.jpg 335w, https:\/\/omaha-seo.com\/blog\/wp-content\/uploads\/2022\/03\/4-content-insights.jpg 1010w\" sizes=\"(max-width: 711px) 100vw, 711px\" \/><\/p>\n<p class=\"emphasis\"><strong>Key takeaway: <\/strong><br \/>\nCreate moments of inspiration for your audience to win their commitment to your brand.<\/p>\n<p>To explain his approach, Andrew gave an example from his life <em>when he opened a letter from Nissan informing him that his lease was going to expire in 30 days<\/em>. Here is what\u00a0transpired next:<\/p>\n<ul>\n<li>Moment of inspiration happens <em>(Andrew realizes that his lease is coming up and he is going to need another car).<\/em><\/li>\n<li>A trigger question pops in his head \u2014 where a user asks themselves what they want to buy\/visit\/subscribe to, etc.<em> (Andrew asks himself \u201cWhat car am I going to buy?\u201d).<\/em><\/li>\n<li>Prime brand comes up to answer the trigger question \u2014 this happens immediately and subconsciously <em>(Andrew remembers a car he likes).<\/em><\/li>\n<li>Active evaluation starts \u2014 a user evaluates this brand or several of them\u00a0<em>(Andrew looks around at all the other cars on the road, searches car reviews, etc.).<\/em><\/li>\n<li>Moment of commitment happens \u2014 a user trades money for products\/services\u00a0<em>(Andrew buys a car that is not a Nissan, as the brand failed to trigger a moment of inspiration for him).<\/em><\/li>\n<li>Another moment of inspiration happens\u2026<\/li>\n<\/ul>\n<p>This is how the loyalty loop is created. Your content strategy should be aimed at creating these moments of inspiration\u00a0so that a user constantly stays in this loop.<\/p>\n<blockquote>\n<p class=\"quote\">You don\u2019t have to offer the best products or services. You do have to deliver the best experiences.<\/p>\n<p class=\"author\">\u2014 Andrew Davis<\/p>\n<\/blockquote>\n<p>To unlock moments of inspiration, ask your client questions such as \u201cWhat inspired you to\u2026?\u201d (e.g., come into the store, buy your subscription, etc.) Use this knowledge to think about how and when you can send your client on their next journey.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Art_of_Storytelling\"><\/span>Art of Storytelling<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Storytelling is one of the best ways to create an experience, allowing us to develop a deeper connection with the audience. Stories make us remember, and stories make us care \u2014 which is what all brands are looking for with their marketing activities. Content marketing works because our brains simply enjoy stories.<\/p>\n<blockquote>\n<p class=\"quote\">We are programmed for stories.<\/p>\n<p class=\"author\">\u2014 Joe Lazauskas<\/p>\n<\/blockquote>\n<p>Stories trigger the release of a neurochemical called oxytocin, which promotes prosocial, empathic behavior \u2014 and this oxytocin is what enables us to identify with the hero\/protagonist in a story.<\/p>\n<p><img decoding=\"async\" class=\" wp-image-3660 aligncenter\" src=\"https:\/\/omaha-seo.com\/blog\/wp-content\/uploads\/2022\/03\/5-content-insights-300x168.png\" alt=\"\" width=\"702\" height=\"393\" srcset=\"https:\/\/omaha-seo.com\/blog\/wp-content\/uploads\/2022\/03\/5-content-insights-300x168.png 300w, https:\/\/omaha-seo.com\/blog\/wp-content\/uploads\/2022\/03\/5-content-insights-768x429.png 768w, https:\/\/omaha-seo.com\/blog\/wp-content\/uploads\/2022\/03\/5-content-insights-513x286.png 513w, https:\/\/omaha-seo.com\/blog\/wp-content\/uploads\/2022\/03\/5-content-insights-573x320.png 573w, https:\/\/omaha-seo.com\/blog\/wp-content\/uploads\/2022\/03\/5-content-insights-600x335.png 600w, https:\/\/omaha-seo.com\/blog\/wp-content\/uploads\/2022\/03\/5-content-insights-335x187.png 335w, https:\/\/omaha-seo.com\/blog\/wp-content\/uploads\/2022\/03\/5-content-insights.png 1010w\" sizes=\"(max-width: 702px) 100vw, 702px\" \/><\/p>\n<p>Tom Shapiro shared\u00a0that we are 22 times more likely to remember a fact when it is wrapped in a story (<em>Source: Jerome Bruner, Cognitive Psychologist<\/em>). You can benefit from this natural chemistry, but make sure to consider each step your customer takes when creating a storyline, so when they see your brand, a positive memory remains.<\/p>\n<p class=\"emphasis\"><strong>Key takeaway:<\/strong><br \/>\nCreate great stories throughout your entire customer journey in order to engage the audience.<\/p>\n<p>There are four elements of immersive storytelling, according to Joe Lazauskas that you can implement into your content creation and strategy to evoke emotions in your audience.<\/p>\n<p><img decoding=\"async\" class=\" wp-image-3659 aligncenter\" src=\"https:\/\/omaha-seo.com\/blog\/wp-content\/uploads\/2022\/03\/6-content-insights-300x168.png\" alt=\"\" width=\"655\" height=\"367\" srcset=\"https:\/\/omaha-seo.com\/blog\/wp-content\/uploads\/2022\/03\/6-content-insights-300x168.png 300w, https:\/\/omaha-seo.com\/blog\/wp-content\/uploads\/2022\/03\/6-content-insights-768x430.png 768w, https:\/\/omaha-seo.com\/blog\/wp-content\/uploads\/2022\/03\/6-content-insights-513x287.png 513w, https:\/\/omaha-seo.com\/blog\/wp-content\/uploads\/2022\/03\/6-content-insights-573x321.png 573w, https:\/\/omaha-seo.com\/blog\/wp-content\/uploads\/2022\/03\/6-content-insights-600x336.png 600w, https:\/\/omaha-seo.com\/blog\/wp-content\/uploads\/2022\/03\/6-content-insights-335x187.png 335w, https:\/\/omaha-seo.com\/blog\/wp-content\/uploads\/2022\/03\/6-content-insights.png 1010w\" sizes=\"(max-width: 655px) 100vw, 655px\" \/><\/p>\n<p>When composing stories, ensure your content strategy aligns with what engages the audience and what they really care about. If you fail to do so and instead deliver a message that is out of your customer\u2019s world \u2014 you are going to fail. Joe illustrates this idea with Poliakov\u2019s Pyramid of Engagement.<\/p>\n<p><img decoding=\"async\" class=\" wp-image-3658 aligncenter\" src=\"https:\/\/omaha-seo.com\/blog\/wp-content\/uploads\/2022\/03\/7-content-insights-300x212.jpg\" alt=\"\" width=\"657\" height=\"464\" srcset=\"https:\/\/omaha-seo.com\/blog\/wp-content\/uploads\/2022\/03\/7-content-insights-300x212.jpg 300w, https:\/\/omaha-seo.com\/blog\/wp-content\/uploads\/2022\/03\/7-content-insights-768x543.jpg 768w, https:\/\/omaha-seo.com\/blog\/wp-content\/uploads\/2022\/03\/7-content-insights-484x342.jpg 484w, https:\/\/omaha-seo.com\/blog\/wp-content\/uploads\/2022\/03\/7-content-insights-573x405.jpg 573w, https:\/\/omaha-seo.com\/blog\/wp-content\/uploads\/2022\/03\/7-content-insights-600x424.jpg 600w, https:\/\/omaha-seo.com\/blog\/wp-content\/uploads\/2022\/03\/7-content-insights-335x237.jpg 335w, https:\/\/omaha-seo.com\/blog\/wp-content\/uploads\/2022\/03\/7-content-insights.jpg 1010w\" sizes=\"(max-width: 657px) 100vw, 657px\" \/><\/p>\n<p>To focus on what your customer is likely to engage with, Joe invites you to ask yourself the following questions:<\/p>\n<ul>\n<li>For<strong> B2C<\/strong>: <em>How can I help my audience enjoy their passions more?<\/em><\/li>\n<li>For <strong>B2B<\/strong>: <em>How can I help my target buyer do their job better? How can I solve their biggest challenges at work?<\/em><\/li>\n<\/ul>\n<h2><span class=\"ez-toc-section\" id=\"High-Tech_in_Content_Marketing\"><\/span>High-Tech in Content Marketing<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>AI, VR, and Internet of Things \u2014 the latest trends in content marketing \u2014 also allow you to create an experience for your audience and provides great opportunities to take your storytelling to the next level.<\/p>\n<p class=\"emphasis\"><strong>Key takeaway: <\/strong><br \/>\nUse the latest technologies like AI to create a unique customer experience.<\/p>\n<p>According to Ron Jacobs, AI-driven MarTech allows you to implement customization and personalization at scale to create a unique and useful\u00a0customer experience. The Internet of Things can help\u00a0you create a conversational interface and virtual assistance as well as much more.<\/p>\n<p><img decoding=\"async\" class=\" wp-image-3657 aligncenter\" src=\"https:\/\/omaha-seo.com\/blog\/wp-content\/uploads\/2022\/03\/8-content-insights-300x225.jpg\" alt=\"\" width=\"637\" height=\"478\" srcset=\"https:\/\/omaha-seo.com\/blog\/wp-content\/uploads\/2022\/03\/8-content-insights-300x225.jpg 300w, https:\/\/omaha-seo.com\/blog\/wp-content\/uploads\/2022\/03\/8-content-insights-768x576.jpg 768w, https:\/\/omaha-seo.com\/blog\/wp-content\/uploads\/2022\/03\/8-content-insights-456x342.jpg 456w, https:\/\/omaha-seo.com\/blog\/wp-content\/uploads\/2022\/03\/8-content-insights-573x430.jpg 573w, https:\/\/omaha-seo.com\/blog\/wp-content\/uploads\/2022\/03\/8-content-insights-600x450.jpg 600w, https:\/\/omaha-seo.com\/blog\/wp-content\/uploads\/2022\/03\/8-content-insights-335x251.jpg 335w, https:\/\/omaha-seo.com\/blog\/wp-content\/uploads\/2022\/03\/8-content-insights.jpg 1010w\" sizes=\"(max-width: 637px) 100vw, 637px\" \/><br \/>\n<i class=\"b-blog__image__text\"><\/i><\/p>\n<p>With the increasing amount of information available online, you have to adapt to filter and handle data fast. The modern world requires modern solutions \u2014 use machine learning and automation to leverage your content marketing.<\/p>\n<blockquote>\n<p class=\"quote\">Either you will manage the machines, or the machines will manage you.<\/p>\n<p class=\"author\">\u2014 Christopher S. Penn<\/p>\n<\/blockquote>\n<p>Christopher S. Penn demonstrates that you can use AI through your entire content marketing process \u2014 from content audit to building relationships with opinion leaders.<\/p>\n<p><img decoding=\"async\" class=\" wp-image-3656 aligncenter\" src=\"https:\/\/omaha-seo.com\/blog\/wp-content\/uploads\/2022\/03\/9-content-insights-300x224.png\" alt=\"\" width=\"693\" height=\"517\" srcset=\"https:\/\/omaha-seo.com\/blog\/wp-content\/uploads\/2022\/03\/9-content-insights-300x224.png 300w, https:\/\/omaha-seo.com\/blog\/wp-content\/uploads\/2022\/03\/9-content-insights-768x574.png 768w, https:\/\/omaha-seo.com\/blog\/wp-content\/uploads\/2022\/03\/9-content-insights-458x342.png 458w, https:\/\/omaha-seo.com\/blog\/wp-content\/uploads\/2022\/03\/9-content-insights-573x428.png 573w, https:\/\/omaha-seo.com\/blog\/wp-content\/uploads\/2022\/03\/9-content-insights-600x449.png 600w, https:\/\/omaha-seo.com\/blog\/wp-content\/uploads\/2022\/03\/9-content-insights-335x250.png 335w, https:\/\/omaha-seo.com\/blog\/wp-content\/uploads\/2022\/03\/9-content-insights.png 1010w\" sizes=\"(max-width: 693px) 100vw, 693px\" \/><\/p>\n<p>Combine customer data with artificial intelligence to forge insights that can be used to create improved content that will connect and engage your audience.<\/p>\n<p class=\"emphasis\"><strong>Key takeaway: <\/strong><br \/>\nUse the latest technologies to power your content strategy with data.<\/p>\n<p>To think through an experience you want to create for your audience, you need to have a well-defined content marketing strategy.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"The_Importance_of_Strategy\"><\/span>The Importance of Strategy<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Many marketers still don\u2019t use a strategic approach to content marketing \u2014 statistics show that in 2018, 62% of\u00a0businesses didn\u2019t have a documented content strategy. This idea is widely discussed by many experts on content marketing events. Cathy McKnight is one such expert. Here are\u00a0some of the key takeaways from her speech on this subject.<\/p>\n<p>Content strategy serves as a business strategy as much as to content marketing itself.<\/p>\n<blockquote>\n<p class=\"quote\">The planning aspects of managing content through its lifecycle, and includes aligning content to business goals, analysis, modelling, and influences to development, production, presentation, measurement of content.<\/p>\n<p class=\"author\">\u2014 Rahel Bailie<\/p>\n<\/blockquote>\n<p>Content marketing must evolve from being just a marketing tactic into a business model.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Content_Strategy_as_a_Business_Function\"><\/span>Content Strategy as a Business Function<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Cathy shows a few interesting statistics proving the idea that strategic content is \u201cstuck in average\u201d and requires evolution.<\/p>\n<p><img decoding=\"async\" class=\" wp-image-3655 aligncenter\" src=\"https:\/\/omaha-seo.com\/blog\/wp-content\/uploads\/2022\/03\/10-content-insights-300x170.png\" alt=\"\" width=\"655\" height=\"371\" srcset=\"https:\/\/omaha-seo.com\/blog\/wp-content\/uploads\/2022\/03\/10-content-insights-300x170.png 300w, https:\/\/omaha-seo.com\/blog\/wp-content\/uploads\/2022\/03\/10-content-insights-768x434.png 768w, https:\/\/omaha-seo.com\/blog\/wp-content\/uploads\/2022\/03\/10-content-insights-513x290.png 513w, https:\/\/omaha-seo.com\/blog\/wp-content\/uploads\/2022\/03\/10-content-insights-573x324.png 573w, https:\/\/omaha-seo.com\/blog\/wp-content\/uploads\/2022\/03\/10-content-insights-600x339.png 600w, https:\/\/omaha-seo.com\/blog\/wp-content\/uploads\/2022\/03\/10-content-insights-335x189.png 335w, https:\/\/omaha-seo.com\/blog\/wp-content\/uploads\/2022\/03\/10-content-insights.png 1010w\" sizes=\"(max-width: 655px) 100vw, 655px\" \/><\/p>\n<p>The problem today is that collateral content teams barely introduce strategic initiatives \u2014 10% of their time is spent on such initiatives. They spend up to 60% of their time on campaign support, while the ideal scenario would be that 60% of content were strategic instead:<\/p>\n<p><img decoding=\"async\" class=\" wp-image-3654 aligncenter\" src=\"https:\/\/omaha-seo.com\/blog\/wp-content\/uploads\/2022\/03\/11-content-insights-300x168.png\" alt=\"\" width=\"709\" height=\"397\" srcset=\"https:\/\/omaha-seo.com\/blog\/wp-content\/uploads\/2022\/03\/11-content-insights-300x168.png 300w, https:\/\/omaha-seo.com\/blog\/wp-content\/uploads\/2022\/03\/11-content-insights-768x430.png 768w, https:\/\/omaha-seo.com\/blog\/wp-content\/uploads\/2022\/03\/11-content-insights-513x287.png 513w, https:\/\/omaha-seo.com\/blog\/wp-content\/uploads\/2022\/03\/11-content-insights-573x321.png 573w, https:\/\/omaha-seo.com\/blog\/wp-content\/uploads\/2022\/03\/11-content-insights-600x336.png 600w, https:\/\/omaha-seo.com\/blog\/wp-content\/uploads\/2022\/03\/11-content-insights-335x188.png 335w, https:\/\/omaha-seo.com\/blog\/wp-content\/uploads\/2022\/03\/11-content-insights.png 1010w\" sizes=\"(max-width: 709px) 100vw, 709px\" \/><\/p>\n<p class=\"emphasis\"><strong>Key takeaway: <\/strong><br \/>\nWe need to stop creating disconnected content assets and instead create strategic initiatives that demand an audience.<\/p>\n<p>The owned media value curve shows us that the evolution of content marketing is inevitable. It has evolved from a marketing tactic in 1995\u00a0to a business strategy today \u2014 and strives to become a business model by 2025.<\/p>\n<p><img decoding=\"async\" class=\" wp-image-3653 aligncenter\" src=\"https:\/\/omaha-seo.com\/blog\/wp-content\/uploads\/2022\/03\/12-content-insights-300x168.png\" alt=\"\" width=\"661\" height=\"370\" srcset=\"https:\/\/omaha-seo.com\/blog\/wp-content\/uploads\/2022\/03\/12-content-insights-300x168.png 300w, https:\/\/omaha-seo.com\/blog\/wp-content\/uploads\/2022\/03\/12-content-insights-768x430.png 768w, https:\/\/omaha-seo.com\/blog\/wp-content\/uploads\/2022\/03\/12-content-insights-513x287.png 513w, https:\/\/omaha-seo.com\/blog\/wp-content\/uploads\/2022\/03\/12-content-insights-573x321.png 573w, https:\/\/omaha-seo.com\/blog\/wp-content\/uploads\/2022\/03\/12-content-insights-600x336.png 600w, https:\/\/omaha-seo.com\/blog\/wp-content\/uploads\/2022\/03\/12-content-insights-335x188.png 335w, https:\/\/omaha-seo.com\/blog\/wp-content\/uploads\/2022\/03\/12-content-insights.png 1010w\" sizes=\"(max-width: 661px) 100vw, 661px\" \/><\/p>\n<p>Now is your chance to be ahead of the curve and work with a content strategy as a business function. To dive into how to develop a great content strategy for your business step by step, see our Ultimate Guide to Content Strategy in 2019.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Content_Modeling\"><\/span>Content Modeling<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>The first stage of any content marketing strategy is to perform an audit on your content. A content Audit is a much more global and powerful tool than just measuring results.<\/p>\n<p><img decoding=\"async\" class=\" wp-image-3652 aligncenter\" src=\"https:\/\/omaha-seo.com\/blog\/wp-content\/uploads\/2022\/03\/13-content-insights-300x168.png\" alt=\"\" width=\"668\" height=\"374\" srcset=\"https:\/\/omaha-seo.com\/blog\/wp-content\/uploads\/2022\/03\/13-content-insights-300x168.png 300w, https:\/\/omaha-seo.com\/blog\/wp-content\/uploads\/2022\/03\/13-content-insights-768x430.png 768w, https:\/\/omaha-seo.com\/blog\/wp-content\/uploads\/2022\/03\/13-content-insights-513x287.png 513w, https:\/\/omaha-seo.com\/blog\/wp-content\/uploads\/2022\/03\/13-content-insights-573x321.png 573w, https:\/\/omaha-seo.com\/blog\/wp-content\/uploads\/2022\/03\/13-content-insights-600x336.png 600w, https:\/\/omaha-seo.com\/blog\/wp-content\/uploads\/2022\/03\/13-content-insights-335x188.png 335w, https:\/\/omaha-seo.com\/blog\/wp-content\/uploads\/2022\/03\/13-content-insights.png 1010w\" sizes=\"(max-width: 668px) 100vw, 668px\" \/><\/p>\n<p>A\u00a0content audit also allows you to perform content modeling. Content modeling is developing a classification system that identifies content based on your business needs.<\/p>\n<blockquote>\n<p class=\"quote\">The content model documents all the different types of content you will have for a given project. Detailed definitions of each content type\u2019s elements and relationships to each other.<\/p>\n<p class=\"author\">\u2014 Rachel Lovinger<\/p>\n<\/blockquote>\n<p><img decoding=\"async\" class=\" wp-image-3651 aligncenter\" src=\"https:\/\/omaha-seo.com\/blog\/wp-content\/uploads\/2022\/03\/14-content-insights-300x167.png\" alt=\"\" width=\"656\" height=\"365\" srcset=\"https:\/\/omaha-seo.com\/blog\/wp-content\/uploads\/2022\/03\/14-content-insights-300x167.png 300w, https:\/\/omaha-seo.com\/blog\/wp-content\/uploads\/2022\/03\/14-content-insights-513x286.png 513w, https:\/\/omaha-seo.com\/blog\/wp-content\/uploads\/2022\/03\/14-content-insights-573x320.png 573w, https:\/\/omaha-seo.com\/blog\/wp-content\/uploads\/2022\/03\/14-content-insights-600x335.png 600w, https:\/\/omaha-seo.com\/blog\/wp-content\/uploads\/2022\/03\/14-content-insights-335x187.png 335w, https:\/\/omaha-seo.com\/blog\/wp-content\/uploads\/2022\/03\/14-content-insights.png 695w\" sizes=\"(max-width: 656px) 100vw, 656px\" \/><\/p>\n<p>This high-level model by\u00a0Rachel Lovinger\u00a0breaks down common content types of a music website and shows how they are related to each other:<\/p>\n<ul>\n<li>Items in the sales chart link to pages with the relevant songs, artists, and albums.<\/li>\n<li>The album, artist, and song pages are interlinked.<\/li>\n<\/ul>\n<p>You can use this model to validate the concept of your content assets relationship and think over the flow of your website with your UX team.<\/p>\n<p class=\"emphasis\"><strong>Key takeaway: <\/strong><br \/>\nContent modeling allows you to connect marketers and UX with content strategists, balancing automation, and the human approach.<\/p>\n<p><strong>To perform content modeling, do the following:<\/strong><\/p>\n<ul>\n<li>Find all of the existing content that your website has.<\/li>\n<li>Analyze each type of content you have.<\/li>\n<li>Define how these types relate to each other.<\/li>\n<li>Lay out your content assets into a plan or taxonomy driven by your users\u2019 needs.<\/li>\n<\/ul>\n<p>Learn how to perform a website content audit to guide your content marketing strategy with SEMrush.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Content_As_a_Product\"><\/span>Content As a Product<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Joe Lazauskas states that 5% of content gets 90% of the attention, which proves that we should create less content and focus on quality instead. It is time to start thinking of your content as a product.<\/p>\n<p>The idea of content as a product was discussed\u00a0at ContentTECH Summit 2019 by Amanda Todorovich and Matt Bakaitis. And we want to share some important takeaways with you.<\/p>\n<p>The key difference with content as a real product is that you don\u2019t simply trade your content for money. You get something even more valuable, which is clients\u2019 loyalty and audience growth, directly contributing to your long-term goals and ROI.<\/p>\n<p>A benefit of this approach is that the projects are limited in time, but the products are continuous and iterative.<\/p>\n<p><img decoding=\"async\" class=\" wp-image-3650 aligncenter\" src=\"https:\/\/omaha-seo.com\/blog\/wp-content\/uploads\/2022\/03\/15-content-insights-300x156.png\" alt=\"\" width=\"667\" height=\"347\" srcset=\"https:\/\/omaha-seo.com\/blog\/wp-content\/uploads\/2022\/03\/15-content-insights-300x156.png 300w, https:\/\/omaha-seo.com\/blog\/wp-content\/uploads\/2022\/03\/15-content-insights-768x398.png 768w, https:\/\/omaha-seo.com\/blog\/wp-content\/uploads\/2022\/03\/15-content-insights-513x266.png 513w, https:\/\/omaha-seo.com\/blog\/wp-content\/uploads\/2022\/03\/15-content-insights-573x297.png 573w, https:\/\/omaha-seo.com\/blog\/wp-content\/uploads\/2022\/03\/15-content-insights-600x311.png 600w, https:\/\/omaha-seo.com\/blog\/wp-content\/uploads\/2022\/03\/15-content-insights-335x174.png 335w, https:\/\/omaha-seo.com\/blog\/wp-content\/uploads\/2022\/03\/15-content-insights.png 968w\" sizes=\"(max-width: 667px) 100vw, 667px\" \/><\/p>\n<p>If you compare this concept to the traditional idea\u00a0of creating content, you will see that the old approach lacks these benefits as well as presents significant challenges:<\/p>\n<ul>\n<li>Complexity and risks of project work in silos are self-contained.<\/li>\n<li>Consolidated sites have different visitor types and internal stakeholders, which causes tension or conflicts.<\/li>\n<li>Bureaucracy within internal working processes.<\/li>\n<\/ul>\n<p class=\"emphasis\"><strong>Key takeaway: <\/strong><br \/>\nDon\u2019t treat your content as a temporary project turning it into a disconnected pile of assets. Create content as a product and have it be continuous and iterative.<\/p>\n<p>Today owned media is a separate product for your audience \u2014 not just a marketing channel. Some brands like Red Bull, for example, have managed to monetize their content channels.<\/p>\n<p><img decoding=\"async\" class=\" wp-image-3649 aligncenter\" src=\"https:\/\/omaha-seo.com\/blog\/wp-content\/uploads\/2022\/03\/16-content-insights-300x216.png\" alt=\"\" width=\"660\" height=\"475\" srcset=\"https:\/\/omaha-seo.com\/blog\/wp-content\/uploads\/2022\/03\/16-content-insights-300x216.png 300w, https:\/\/omaha-seo.com\/blog\/wp-content\/uploads\/2022\/03\/16-content-insights-768x552.png 768w, https:\/\/omaha-seo.com\/blog\/wp-content\/uploads\/2022\/03\/16-content-insights-476x342.png 476w, https:\/\/omaha-seo.com\/blog\/wp-content\/uploads\/2022\/03\/16-content-insights-573x412.png 573w, https:\/\/omaha-seo.com\/blog\/wp-content\/uploads\/2022\/03\/16-content-insights-600x431.png 600w, https:\/\/omaha-seo.com\/blog\/wp-content\/uploads\/2022\/03\/16-content-insights-335x241.png 335w, https:\/\/omaha-seo.com\/blog\/wp-content\/uploads\/2022\/03\/16-content-insights.png 779w\" sizes=\"(max-width: 660px) 100vw, 660px\" \/><\/p>\n<p>Here are a few success stories Andrew Davis shared during his keynote, highlighting brands that treat their content as a product.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"A_Fish_Tale\"><\/span><strong>A Fish Tale<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Bart Van Olphen sells fish, and in the very beginning, he had trouble. In 2011, he decided to write a book, but unfortunately, it wasn\u2019t as successful as he expected.<\/p>\n<p>Bart didn\u2019t give up \u2014 in 2013 he created his \u201cFish Tales\u201d account on Instagram, where he started to upload the \u201cworld\u2019s shortest cooking show\u201d in videos. Each episode was about 15 seconds long \u2014 just enough time to share quick tips and tricks about selecting and cooking fish.<\/p>\n<div data-oembed-url=\"https:\/\/www.instagram.com\/p\/gsKXVciVOO\/\"><iframe id=\"instagram-embed-0\" class=\"instagram-media instagram-media-rendered\" src=\"https:\/\/www.instagram.com\/p\/gsKXVciVOO\/embed\/captioned\/?cr=1&amp;v=12&amp;wp=500&amp;rd=https%3A%2F%2Fwww.semrush.com&amp;rp=%2Fblog%2Fbest-content-marketing-insights%2F#%7B%22ci%22%3A0%2C%22os%22%3A3135%7D\" height=\"176\" frameborder=\"0\" scrolling=\"no\" allowfullscreen=\"allowfullscreen\" data-instgrm-payload-id=\"instagram-media-payload-0\" data-gtm-yt-inspected-9025619_140=\"true\" data-gtm-yt-inspected-9025619_142=\"true\" data-mce-fragment=\"1\"><\/iframe><\/div>\n<p>People engaged and started asking him for recipes and longer videos. Bart then created a YouTube channel with detailed, how-to videos\u00a0and shared downloadable recipes written on the website.<\/p>\n<p>Thanks to all of his hard work, people started buying his fish and Fish Tales even branded products. Now his company has become a business valued at $20 million.<\/p>\n<p><strong>Missouri Star Quilt Company<\/strong><\/p>\n<p>Jenny Doan is a quilter, and she decided one day to turn her hometown of Hamilton, Missouri, into the capital of quilting. In 2008, Jenny and her family founded the Missouri Star Quilt Company and started uploading quick quilting tutorials on YouTube. It turned out to be a huge success. Today she releases a tutorial a week and has more than 164 million viewers.<\/p>\n<div data-oembed-url=\"https:\/\/www.youtube.com\/watch?v=GgcvWMEnOH8\"><iframe loading=\"lazy\" id=\"243579112\" src=\"https:\/\/www.youtube.com\/embed\/GgcvWMEnOH8?feature=oembed&amp;enablejsapi=1&amp;origin=https%3A%2F%2Fwww.semrush.com\" width=\"480\" height=\"270\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\" data-gtm-yt-inspected-9025619_140=\"true\" data-gtm-yt-inspected-9025619_142=\"true\" data-mce-fragment=\"1\"><\/iframe><\/div>\n<p>By 2018 her company was bringing in revenue of $148 million a year. Jenny is the biggest employer in her county and built an entire community around quilting.<\/p>\n<p><img decoding=\"async\" class=\" wp-image-3648 aligncenter\" src=\"https:\/\/omaha-seo.com\/blog\/wp-content\/uploads\/2022\/03\/17-content-insights-300x179.png\" alt=\"\" width=\"595\" height=\"355\" srcset=\"https:\/\/omaha-seo.com\/blog\/wp-content\/uploads\/2022\/03\/17-content-insights-300x179.png 300w, https:\/\/omaha-seo.com\/blog\/wp-content\/uploads\/2022\/03\/17-content-insights-768x458.png 768w, https:\/\/omaha-seo.com\/blog\/wp-content\/uploads\/2022\/03\/17-content-insights-513x306.png 513w, https:\/\/omaha-seo.com\/blog\/wp-content\/uploads\/2022\/03\/17-content-insights-573x341.png 573w, https:\/\/omaha-seo.com\/blog\/wp-content\/uploads\/2022\/03\/17-content-insights-600x357.png 600w, https:\/\/omaha-seo.com\/blog\/wp-content\/uploads\/2022\/03\/17-content-insights-335x200.png 335w, https:\/\/omaha-seo.com\/blog\/wp-content\/uploads\/2022\/03\/17-content-insights.png 794w\" sizes=\"(max-width: 595px) 100vw, 595px\" \/><\/p>\n<p>If you want to build your content as a product, read on to get some insights about how to create content and what tactics to use from the best experts.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Science_of_Content_Creation\"><\/span>Science of Content Creation<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Today content writing is truly a scientific process\u00a0when you experiment with content formats, test various tones of voice, and choose ingredients for each of your content pieces. There are different scientific and tactical approaches to content creation we would like to share with you.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Using_Neuroscience_in_Content_Creation\"><\/span>Using Neuroscience in Content Creation<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Your audience\u2019s actions are driven by the subconscious. Using core neuroscientific principles, you can craft better content that connects directly with your audience, engages them more deeply, and eventually drives better conversions.<\/p>\n<blockquote>\n<p class=\"quote\">Deviate from a pattern that the brain has learnt to expect.<\/p>\n<p class=\"author\">\u2014 Carmen Simon<\/p>\n<\/blockquote>\n<p>According to Carmen Simon, people forget your content quickly and easily for a few reasons: if you don\u2019t know where your audience is looking, if your content looks like someone else\u2019s, and overuses abstracts. People also tend to forget because they don\u2019t pay attention.<\/p>\n<p>Content Marketers already use neuroscience in their everyday work. To be good at it, you have to have an understanding of\u00a0how people pay attention and what attracts them the most.<\/p>\n<p><img decoding=\"async\" class=\"wp-image-3647 aligncenter\" src=\"https:\/\/omaha-seo.com\/blog\/wp-content\/uploads\/2022\/03\/18-content-insights-300x177.png\" alt=\"\" width=\"667\" height=\"394\" srcset=\"https:\/\/omaha-seo.com\/blog\/wp-content\/uploads\/2022\/03\/18-content-insights-300x177.png 300w, https:\/\/omaha-seo.com\/blog\/wp-content\/uploads\/2022\/03\/18-content-insights-768x452.png 768w, https:\/\/omaha-seo.com\/blog\/wp-content\/uploads\/2022\/03\/18-content-insights-513x302.png 513w, https:\/\/omaha-seo.com\/blog\/wp-content\/uploads\/2022\/03\/18-content-insights-573x337.png 573w, https:\/\/omaha-seo.com\/blog\/wp-content\/uploads\/2022\/03\/18-content-insights-600x353.png 600w, https:\/\/omaha-seo.com\/blog\/wp-content\/uploads\/2022\/03\/18-content-insights-335x197.png 335w\" sizes=\"(max-width: 667px) 100vw, 667px\" \/><\/p>\n<p>People like to generalize information, but they understand concrete points better. Therefore, combining abstract ideas with concrete content is one of the best ways to grab people\u2019s attention and make them remember.<\/p>\n<p class=\"emphasis\"><strong>Key takeaway: <\/strong><br \/>\nCombine abstract and concrete content to get people\u2019s attention.<\/p>\n<p>Carmen suggested using these three new habits when creating content:<\/p>\n<ul>\n<li>Use direct focus, clarify the reward for your audience, and control their working memory.<\/li>\n<li>Allow some similarity and then deviate from the pattern.<\/li>\n<li>Balance abstract and concrete content.<\/li>\n<\/ul>\n<h2><span class=\"ez-toc-section\" id=\"Conversational_Content\"><\/span>Conversational Content<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>There are so many content formats, but unfortunately, many\u00a0companies are limited to using traditional types of content like blog posts and videos. Ideally, content marketing should be a part of every piece of content\u00a0you produce\u00a0for\u00a0your website, external platforms, apps, and social media.<\/p>\n<p>As surprising as it may seem, it also includes all of your brand communication \u2014 sales, marketing, and customer support. Conversational content is part of content marketing:<\/p>\n<blockquote>\n<p class=\"quote\">Conversational \u0441ontent expands on that idea by making it possible to bring a more human connection into every interaction.<\/p>\n<p class=\"author\">\u2014 Chris Buehler<\/p>\n<\/blockquote>\n<p class=\"emphasis\"><strong>Key takeaways: <\/strong><br \/>\nContent that you use in your brand communication is also a part of your strategy.<\/p>\n<p>Meet your customers in their preferred channel and start implementing conversational content by learning these five quickstart tips from Chris Buehler:<\/p>\n<ol>\n<li>Create thoughtful content, use live QAs, and open-ended questions in social media.<\/li>\n<li>Allow the audience to personalize the experience with custom filters and suggested content.<\/li>\n<li>Embed a contact center right into your content or other sales and marketing touchpoints.<\/li>\n<li>Be accessible at all times.<\/li>\n<li>Ensure conversation continuity with integration \u2014 find and onboard teams onto integrated platforms.<\/li>\n<\/ol>\n<p>Try to create the best possible relationships with your audience by combining the power of the sales and marketing forces working together instead of as separate entities.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Build_Content_Like_a_Lego_Figure\"><\/span>Build Content Like a Lego Figure<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>The funny yet practical idea shared by Noz Urbina is to think of your content as a Lego figure and build it in a similar way.<\/p>\n<p>Noz compared a traditional style content with a clay pot \u2014 freeform, messy, hard to reuse, and collaborate. In contrast, content should be built like legos \u2014 structured, infinitely reusable, easy to experiment with and mix.<\/p>\n<p><img decoding=\"async\" class=\" wp-image-3646 aligncenter\" src=\"https:\/\/omaha-seo.com\/blog\/wp-content\/uploads\/2022\/03\/general-session-noz-urbina-contenttech-presentation-2019-v4-1-1400-300x169.jpg\" alt=\"\" width=\"676\" height=\"381\" srcset=\"https:\/\/omaha-seo.com\/blog\/wp-content\/uploads\/2022\/03\/general-session-noz-urbina-contenttech-presentation-2019-v4-1-1400-300x169.jpg 300w, https:\/\/omaha-seo.com\/blog\/wp-content\/uploads\/2022\/03\/general-session-noz-urbina-contenttech-presentation-2019-v4-1-1400-768x432.jpg 768w, https:\/\/omaha-seo.com\/blog\/wp-content\/uploads\/2022\/03\/general-session-noz-urbina-contenttech-presentation-2019-v4-1-1400-513x288.jpg 513w, https:\/\/omaha-seo.com\/blog\/wp-content\/uploads\/2022\/03\/general-session-noz-urbina-contenttech-presentation-2019-v4-1-1400-573x322.jpg 573w, https:\/\/omaha-seo.com\/blog\/wp-content\/uploads\/2022\/03\/general-session-noz-urbina-contenttech-presentation-2019-v4-1-1400-600x337.jpg 600w, https:\/\/omaha-seo.com\/blog\/wp-content\/uploads\/2022\/03\/general-session-noz-urbina-contenttech-presentation-2019-v4-1-1400-335x188.jpg 335w, https:\/\/omaha-seo.com\/blog\/wp-content\/uploads\/2022\/03\/general-session-noz-urbina-contenttech-presentation-2019-v4-1-1400.jpg 1010w\" sizes=\"(max-width: 676px) 100vw, 676px\" \/><\/p>\n<p>A Lego-like content is composed of different blocks with different functions that can be spotted easily both by a writer to update, and a reader to navigate through the article.<\/p>\n<p class=\"emphasis\"><strong>Key takeaway: <\/strong><br \/>\nWhen you create content like\u00a0Legos, it is easier for you to update it, and easier for the user to navigate.<\/p>\n<p><img decoding=\"async\" class=\" wp-image-3645 aligncenter\" src=\"https:\/\/omaha-seo.com\/blog\/wp-content\/uploads\/2022\/03\/general-session-noz-urbina-contenttech-presentation-2019-v4-1400-300x169.jpg\" alt=\"\" width=\"650\" height=\"366\" srcset=\"https:\/\/omaha-seo.com\/blog\/wp-content\/uploads\/2022\/03\/general-session-noz-urbina-contenttech-presentation-2019-v4-1400-300x169.jpg 300w, https:\/\/omaha-seo.com\/blog\/wp-content\/uploads\/2022\/03\/general-session-noz-urbina-contenttech-presentation-2019-v4-1400-768x432.jpg 768w, https:\/\/omaha-seo.com\/blog\/wp-content\/uploads\/2022\/03\/general-session-noz-urbina-contenttech-presentation-2019-v4-1400-513x288.jpg 513w, https:\/\/omaha-seo.com\/blog\/wp-content\/uploads\/2022\/03\/general-session-noz-urbina-contenttech-presentation-2019-v4-1400-573x322.jpg 573w, https:\/\/omaha-seo.com\/blog\/wp-content\/uploads\/2022\/03\/general-session-noz-urbina-contenttech-presentation-2019-v4-1400-600x337.jpg 600w, https:\/\/omaha-seo.com\/blog\/wp-content\/uploads\/2022\/03\/general-session-noz-urbina-contenttech-presentation-2019-v4-1400-335x188.jpg 335w, https:\/\/omaha-seo.com\/blog\/wp-content\/uploads\/2022\/03\/general-session-noz-urbina-contenttech-presentation-2019-v4-1400.jpg 1010w\" sizes=\"(max-width: 650px) 100vw, 650px\" \/><\/p>\n<h3><span class=\"ez-toc-section\" id=\"Snap_Crackle_and_Pop\"><\/span>Snap, Crackle, and Pop<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>To end this article, we\u00a0want\u00a0to share some tips for content creation by Byron White \u2014 create content that snaps, crackles, and pops.<\/p>\n<ul>\n<li><strong>Snap<\/strong> &#8211; Content snaps when readers can quickly understand the value proposition and why it matters.<\/li>\n<li><strong>Crackle<\/strong> &#8211; Content crackles when readers form an emotional reaction to the content in a personal way that inspires engagement and continued reading.<\/li>\n<li><strong>Pop<\/strong> &#8211; Content pops when it motivates action, conversion or purchase, or if it continues to inspire after it is passed by the reader.<\/li>\n<\/ul>\n<p class=\"emphasis\"><strong>Key takeaway: <\/strong><br \/>\nCreate content that snaps, crackles, and pops.<\/p>\n<p><img decoding=\"async\" class=\" wp-image-3644 aligncenter\" src=\"https:\/\/omaha-seo.com\/blog\/wp-content\/uploads\/2022\/03\/best-content-marketing-insights-2019-143x300.jpg\" alt=\"\" width=\"249\" height=\"526\" srcset=\"https:\/\/omaha-seo.com\/blog\/wp-content\/uploads\/2022\/03\/best-content-marketing-insights-2019-486x1024.jpg 486w, https:\/\/omaha-seo.com\/blog\/wp-content\/uploads\/2022\/03\/best-content-marketing-insights-2019-162x342.jpg 162w, https:\/\/omaha-seo.com\/blog\/wp-content\/uploads\/2022\/03\/best-content-marketing-insights-2019-204x430.jpg 204w, https:\/\/omaha-seo.com\/blog\/wp-content\/uploads\/2022\/03\/best-content-marketing-insights-2019-152x320.jpg 152w\" sizes=\"(max-width: 249px) 100vw, 249px\" \/><\/p>\n<h2><span class=\"ez-toc-section\" id=\"In_Conclusion\"><\/span>In Conclusion<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>We hope that some of these insights will help you boost your content strategy! Which one do you like the most? Have you already implemented any of these strategies? Share your thoughts in the comments section!<\/p>\n<p>via: https:\/\/www.semrush.com\/blog\/best-content-marketing-insights\/<\/p>\n<p style=\"text-align: center;\"><iframe loading=\"lazy\" style=\"border: 0;\" src=\"https:\/\/www.google.com\/maps\/embed?pb=!1m28!1m12!1m3!1d50145.52267239351!2d-96.06936521284837!3d41.216982725960186!2m3!1f0!2f0!3f0!3m2!1i1024!2i768!4f13.1!4m13!3e0!4m5!1s0x87938b80ac6fe52d%3A0x95c719e6c6a1cbc3!2sFun-Plex%20Waterpark%20%26%20Rides%2C%20Q%20Street%2C%20Omaha%2C%20Nebraska!3m2!1d41.203969!2d-96.019854!4m5!1s0x87938c3d0c92fcb1%3A0x98cf112f2e9fe028!2s5223%20Grover%20St%2C%20Omaha%2C%20NE%2068106!3m2!1d41.2266913!2d-95.99608579999999!5e0!3m2!1sfil!2sus!4v1653563564303!5m2!1sfil!2sus\" width=\"600\" height=\"450\" allowfullscreen=\"allowfullscreen\"><\/iframe><\/p>\n","protected":false},"excerpt":{"rendered":"<p>We hope that these ideas assist you in developing a more effective content marketer! While you can find a lot of marketing strategies\u00a0on the web,\u00a0you can&#8217;t learn everything online. We have found that\u00a0the right industry-focused\u00a0events offer the insights unavailable elsewhere.\u00a0If you want to know how the experts succeed, discover the\u00a0best performing tactics, and get career-buildingRead More &raquo;<\/p>\n","protected":false},"author":1,"featured_media":2504,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[742,1,14],"tags":[746,22],"class_list":["post-2726","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-local-seo","category-search-engine-optimization","category-social-media-marketing","tag-omaha-seo","tag-search-engine-optimization","cat-742-id","cat-1-id","cat-14-id"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.6 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Top SEO Content Marketing Insights From Experts - Omaha SEO<\/title>\n<meta name=\"description\" content=\"We trust that a portion of these bits of knowledge will enable you to help your substance technique! 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