Merritt Group Blog

Why Long-Form Content is (Still) Critical to Engaging Government Buyers

Long-form content marketing is dead, right?

Our attention spans have dropped to a disturbing low of 8 seconds, so content has to be visual, short and simple to engage target audiences. That’s what the marketing world has been collectively preaching for the past decade. While that sentiment isn’t totally wrong, it doesn’t reflect the nuanced world we live in. The fact remains that various content formats have different goals, and make sense at different points in the buying cycle – especially in the government market.

Topics: content marketing government

5 Easy Ways to Boost B2B Sales with Video

If you haven’t integrated video into your content marketing mix yet, you could be missing an enormous opportunity to cost-effectively reach, engage and convert more customers. It’s hard to argue with the fact that marketers that use video are growing revenue a whopping 49 percent faster!

Topics: content marketing video

Q&A With a Merritt Group-er: Get to Know Brooke McClary

What do you do at Merritt Group?

I am currently an intern working across the cybersecurity and government practice groups. This is my first time in an agency, so I’m busy learning the ropes. Day-to-day, I assist in everything from social media planning, to pitching reporters, to basic account management for a variety of clients.

Who do you love to follow on Twitter or Instagram and why?

Washingtonian Magazine (@washingtonianmag), BYT (@brightestyoungthings) and Edible DC (@edible_DC) are the publications I follow on Instagram to keep up with trends and the newest D.C. hot spots. I also follow @happyhensandhighlands because Highland Cows are completely adorable and grossly underappreciated.

Topics: social media content marketing

5 Content Tools to Cure Writer’s Block

Do you remember the 90’s show Home Improvement? In that series, Tim Allen played the bumbling Tim "The Toolman" Taylor, host of the "Tool Time” home-improvement show. His quest for more power usually led him into destructive shenanigans, fits of  of catchphrase grunts and an upset wife. His saving grace? His Bob Villa-esque sidekick, Al, who was the only one with common sense or the practical knowledge to fix Tim’s messes. Al was able to accomplish this through a steadfast resolve to always have the right tool on for the right job on hand.

Topics: content marketing

What Do the World Cup and Content Marketing Have in Common?

World Cup 2018 is well underway and we have an enthusiastic bunch of soccer (or “football,” if you will) fans here at Merritt Group. The games have been streaming around the clock and trash talk is reaching a fever pitch. While many brackets are already on life support, I can proudly say that our collective vuvuzela game remains strong.

But what does all this soccer fervor have to do with content marketing? Believe it or not, there are some striking similarities between what makes a winning soccer team and a successful content marketing program.

Topics: content marketing thought leadership

What Anthony Bourdain Taught Me About Storytelling

I’m not “hip” to most pop culture, and celebrity news is not quite my thing, but man, Anthony Bourdain’s passing hit me more than I thought it would - even weeks later. Bourdain was undeniably an incredible storyteller, and that’s why I, and so many others who didn’t even know him personally, felt the weight of his tragic loss.

Topics: content marketing thought leadership

Did A Robot Write This Blog Post?

 

I was weaving my way through Washington, D.C. traffic last week on the way to a client meeting when I caught an interesting story on 1A radio about “Artificial Intelligence. Real News?” For once, sitting in the car for an extended period is going to be a good thing, I thought. Excellent.   

My ears initially perked when I heard about the role of artificial intelligence (AI) in the royal wedding coverage transforming some of today’s major newsrooms. The panel of guests was impressive: The Washington Post Artificial intelligence guru Jeremy Gilbert; Nick Rockwell chief technology officer at The New York Times; Rubina Madan Fillion, director of audience engagement for The Intercept; and John Keefe, a developer at Quartz Bot Studio, professor at CUNY Grad School of Journalism and former editor of Data News at WNYC.

Topics: content marketing thought leadership artificial intelligence

What LinkedIn Native Video Ads Mean for Digital Marketers

 

If you’ve spent time keeping up with the latest digital, social media and mobile marketing trends over the past year, then you’re well aware that including video in your content marketing and digital channel strategy is no longer an option — it’s a must.

Topics: social media content marketing marketing

5G, IoT & AI: A Look at Top Trends From Mobile World Congress

 

Mobile World Congress is the world’s largest gathering for the mobile industry and this year it took place from February 28th to March 1st in Barcelona per usual. It’s no surprise that companies from around the world come to MWC to leverage their message and upcoming announcements in front of a diverse audience, but many see the event as an arena to address important trends going on in the industry. That said, what stood out to us most this year?

Topics: content marketing thought leadership

3 Ways to Sharpen Your Content Marketing Game

 

2018 is well underway, and implementation of your editorial calendar should be in full swing. Take a well-earned moment to a step back and gaze proudly on what you’ve accomplished so far this year, but now it’s time to plug ahead as you continue to deploy and optimize your content marketing strategy for the rest of Q1 and beyond.

As you do this, here are three key strategic considerations to manage your visibility, traffic and engagement all of which will have a powerful top-right impact on your volume of top-of-funnel or marketing-qualified leads.

Topics: content marketing thought leadership