Content marketing doesn't work like it used to, eh? That's because the content marketing landscape has changed.

Last year, two-thirds of Google searches ended without a click. Facebook, Twitter, LinkedIn, Reddit — they're all optimizing for content that keeps users on their platforms, not clicking your links. And for every potential click, there's a thousand companies investing in content marketing. A crowded field, and a dwindling supply of traffic... no wonder things are tough.

The harsh truth? Marketers need to get savvier about how they create, distribute, and amplify content. Or they'll get left behind.

In this session, Rand Fishkin and Amanda Natividad walk you through their best advice on how to win at content marketing today.

SparkToro | Audience Research at Your Fingertips
https://sparktoro.com

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Chapters:

00:00 — Introduction and agenda
01:00 — How to design your content strategy
01:07 — Tip 1: Tie content goals to business goals
06:14 — What's an influence map?
08:04 — Tip 2: Target the right audience in the right places
14:59 — Tip 3: Position for the kind of amplification you need
16:16 — Tip 4: Write a killer headline
19:35 — Cheat sheet: NPR's headline writing check list
20:17 — Create better performing content (who will amplify this and why?)
22:13 — Outline your hook, line, and sinker
26:46 — Involve people who will help you achieve your goals
29:59 — In Google News, look for links that include "View Full Coverage"...
32:08 — Make the content deliver on your killer headline
31:51 — Plan the distribution channels
33:55 — Plan the distribution tactics
35:17 — Make a promo schedule
36:20 — Use viral-likely formats to promote viral-unlikely links
37:36 — Use other people's publications
38:58 — Listen, watch, and set up alerts for promotional opportunities

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Further, relevant reading from the SparkToro blog:

Influence Maps—The Best Marketing Framework You’ve Never Heard Of - https://sparktoro.com/blog/influence-maps-the-best-marketing-framework-youve-never-heard-of/

Who Will Amplify This? And Why? - https://sparktoro.com/blog/who-will-amplify-this-and-why/

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This video was edited from our "Office Hours" Live Stream and contains only the presentation portion.

What is SparkToro Office Hours?
Not sure how to get the most out of SparkToro? Stuck on what audience research is? Join us for our #SparkToroHours and get your questions answered for free. We start off with a presentation, and we leave the bulk of the time for Q&A.

Ask us about marketing strategy, how to find your audience's sources of influence, how to improve your client pitches, and how to think through overall content amplification.

Join Rand Fishkin, Co-founder and CEO, and Amanda Natividad, Marketing Architect of SparkToro to learn all about audience research and what SparkToro can do for your business.

If you're wondering:
What is SparkToro?
What is audience research?
What is influence marketing?
How can I improve my marketing strategy?
How can I nail client pitches?

Join our live stream (most) every other Thursday at 11am PT to ask your question!
https://www.crowdcast.io/sparktoro_official

(From Youtube)