Inbound Marketing Blog

Madison Marketing Group

Premium Content

Best Practices For Creating Premium Content

Quality content is the backbone in any inbound digital marketing strategy.

But "content" has come to refer to so much, that it pretty much just means "stuff." Stuff you put on your webpages, stuff that makes up blog posts, and stuff you post on social media.

It's a broad term that can apply to almost anything (website copy, downloadable whitepapers, ad copy, etc.), yet each type of content has its own unique set of features and best practices that necessitate its own creative process.

While creating a full content library covering various topics is still important to generate search traffic, today we're going to focus on creating a gated piece of content, sometimes referred to as premium content or a lead magnet.

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How To Create the Kind of B2B Content Proven to Earn Shares and Links

Each year, BuzzSumo uses data from its trending content software to identify the kinds of B2B content that get the most shares and likes.

This year’s B2B content report just came out, and BuzzSumo identified six types of B2B blog posts and articles that consistently outperformed the rest in their research:

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How to Create a Content Promotion Strategy to Reach a Larger Audience

Inbound marketing has exploded over the last several years, and with it has come an explosion of content across the web.

Since content is the driver of inbound’s success, it’s no surprise we’ve become swamped with it as companies rush to meet the highly informed customer on their own turf.

But inbound’s massive explosion has created a problem as ironic as it is uncomfortable for many content marketers to admit: As more content makes its way out there, it has become more difficult to get noticed amidst the noise.

The idea that you can simply create great content and wait for the right people to stumble upon it fails to take this problem into account.

Growing your audience now requires a promotional component that puts your headlines directly in front of readers who may be looking for answers all over the web.

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How to Put Value Back in Your Value Proposition

If you feel anything but confident in your value proposition, it's worth revisiting.

Great value propositions offer a clear, concise and compelling answer to a seemingly simple question: Why should people buy from you?

From your perspective, the answer may seem obvious. But in this case, obvious answers are rarely the best. It can take some serious work to arrive at a great value proposition.

To save you time trying to figure out what's missing from yours, we highlighted the common patterns present in the best ones out there to show you what's powering their success.

Here's some recommendations based on we found works best.

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Why You Should Gate Your Best Website Content

So, you've got a great new piece of content. It's been written and edited. It's been designed and approved. You can't wait to let your website visitors get their hands on it.

Now it's time to push it live. Or is it?

Have you considered gating your content to make it so visitors need to fill out a form before downloading it?

If you're thinking, "Why would I do that?" you're not alone. Many people react this way because their instincts tell them allowing open access to all of their website content will avoid creating friction and get their content to as many people as possible.While this is true on its face, there's a very strong case to be made for gating content. Put simply, it's best to collect email addresses from people who want to download your content so you can continue marketing to them via a lead nurturing workflow or even via advertising.

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How to Identify Your Buyer Persona

Quick question: If you were about to play a game of darts with a friend — and let’s just say for the sake of argument there’s some money riding on this — would you pause to put on a blindfold before throwing the first dart?

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