If your brand is used to shouting its message on every social channel and wary of joining the digital customer exchange - this webinar is for you. The latest statistics say that 92% of consumers trust recommendations from friends and family over branded messages. In this word-of-mouth economy, how can marketers be effective? Luckily, using social content in such a way that it encourages persuasive consumer conversation can drive serious tangible results. Leveraging the social conversation has proven to be more powerful than traditional advertising because of the way it spurs and mimics word-of-mouth recommendations and earns the trust of customers.
A successful social media marketer always has a plan. If you don't have one, or yours is simply not working to the level you want, it's never too late to start. Check out Marketo's new 2015 Social Media Tactical Plan and start building your social media presence fast and efficiently. This tactical plan will cover:
If it’s “word power” you’re hoping to achieve, 100 Ways to Improve Your Writing, by the late Gary Provost, is the ultimate manual - it’s the best writing guide I’ve ever read.
If you read my stuff, you know the subject is near and dear to me. If I can give you pointers to improve your writing, you know I will. It’s my job to improve your word power. I can do it for you, with you, or consult you on it.
Provost’s book, published in 1985, includes a chapter titled. “12 Ways to Give your Words Power.” Who doesn’t want that?
One of the more challenging things for modern marketers is coming up with a good 'rule of thumb' to help create personas for, measure the effectiveness of and target their content marketing effectively, and we understand that. So we're here to help, along with our friends at Oracle Marketing Cloud. They've come to the marketers' rescue by giving us three free ebooks covering some of the most challenging topics for marketers.
1. How to Create Personas For Your B2B Content Marketing Strategy
As a business with a content marketing strategy, it's crucial to understand your target audience and the types of content they want to consume. Whether you've been creating content for years or are just getting started, it's important to take a step back and think about where your content will be most effective, and how that plays a role in your brand development or sales pipeline. Download the B2B Personas Guide from Oracle to help determine the right audience for your content.
We’ve all had slow days, we’ve all been overwhelmed, we’ve all felt left behind by the next big thing — this is why it’s crucial for content marketers to stay absolutely positive and enthused about what they do.
Like any job, a few lax moments in the brain department and we start seeing negative returns. This is deadly for social media marketing, especially when every share, like and comment builds upon one another. How, then, do we stay inspired doing the same thing day in and day out?
So, your local search marketing is all in order. Your ranking is improving, and citation building is an integral part of your strategy.
That’s great, but to build a competitive strategy, your business needs a little something extra. Enter user-generated content (content created by customers and followers - also called UGC).
If you know the right places to search, you can quickly find and share content that was created by customers and social media followers. This is an easy way to find marketing content to share with consumers when you're strapped for time and money.
Brands that post funny stuff on social media are seen as more memorable, while also gaining insights and emotional responses from the audience.
Laughter is a universal language and one of our first communication methods. Before we had spoken or written language, humans used laughter to express our enjoyment or accession with a certain situation. It's also a form of communication that bridges the gap between various languages, cultures, ages and demographics.
To improve search rankings for content "it is no longer good enough to concentrate on the number of links or keywords" says the latest SearchMetrics Report, Ranking Factors Study 2014.
The study concludes that high quality, relevant content with semantically comprehensive wording is the way to improve your SEO rankings but "the absolute primary focus for content... is quality."The report makes for interesting reading and highlights in some detail this year the nature of content that performs well in SEO rankings. Based on the survey data SearchMetrics argue that "websites need to produce more content in order to remain competitive in search."They go on to say more content needs to meet several quality criteria but relevance is critical. They say "to rank higher, sites must produce not just more content, but more relevant, holistic content." The report highlights four content factors that correlate with higher rankings as follows:
Social video is everywhere - every time you check Facebook these days it turns out one of your friends has been “Live” or posted a video update. When you need to put together furniture you “YouTube“ it, when you’re out on a Saturday night, you post videos on Snapchat.
But social video is much more than putting together Ikea furniture or watching how your friends spend their evenings.
Facebook and Snapchat are each serving billions of individual video views per day, while YouTube reported recently that people are now watching a billion hours of content on their platform every twenty-four hours.
Do you know the 80/20 rule (also known as the Pareto Principle)? Essentially, it states that 80 percent of your results come from 20 percent of your inputs -- or, in practice, that 80 percent of your revenue comes from 20 percent of your blog readers. While that’s great in theory, it doesn’t always apply if you’re an entrepreneur that’s just started a blog.
If your business is creating content in order to drive sales and improve PR, well done, you’re likely ahead of the curve. Content marketing is a proven way to build your business in the modern digital landscape, and an increasingly important element in any organization's marketing mix.
However, you’ll quickly learn that creating a quality piece of content doesn’t guarantee that it'll receive the sort of exposure and engagement it deserves. In fact, millions of great blog posts go virtually unread because their creators didn’t appreciate the importance of promotion.
Content marketing can deliver huge benefits - but as with any marketing process, you have to go in with a defined plan, with clear connection to your wider business goals, and you need to know what, exactly, it is you're looking to achieve.
Given the rise of content marketing, many businesses go in half-ready, with plans that don't fully outlay the desired path, and as such, they fail to deliver on the intended goals.
These six brands are showing how the social media platform's visual capabilities can be used to engage consumers more effectively than other platforms out there.
Having recently turned four years old, Instagram’s user base of just north of 200 million may pale in comparison to Facebook’s 1.35 billion, but the engagement rate for brands on this visually oriented app is hard to beat in the social media ecosystem.
Marketers see great results when different marketing tactics work together. We are excited to offer this FREE resource for members to learn Social Media, SEO, Content Marketing where you get 6 hour long webinars on Content Marketing and 7 ebooks.
Simply sign-up and access all the free learning resources now:
Rather than just tell you the top six mistakes that can lead to failure in marketing, which would be like Paula Deen telling you why you shouldn't cook with margarine, I'm going to instead give you the questions every marketer should ask themselves to avoid future failure. Often, marketers forget the most fundamental questions, yet these are questions that every great brand has nailed.
Even though content marketing is a relatively young discipline, significant changes have already taken place since its adoption in terms of how content is consumed by users. It wasn't too many years ago when most online content was consumed on a publisher's website from within an internet browser.
Fast forward to the present: You now have the majority of content being read from within mobile apps from major platform providers like Facebook and Twitter. This shift cannot be underestimated, and it will heavily influence where content marketing is headed in 2016.
Evergreen content is defined differently by many different content experts - Wordstream even wrote a blog post about what evergreen content is where they covered many different definitions. The one we like the best is this one:
"Continues to be relevant long past its publication"
Evergreen content is great because strangers keep finding it and coming to your site to consume it, giving you traffic, improving your SEO, and expanding your reach to new visitors who might be interested in your products and services.
Content marketing is often a game of marginal gains, but if you stay committed to publishing interesting, insightful and entertaining material that resonates with target audiences, you’ll soon reap the rewards of increased brand loyalty.
As a prolific content agency, my team and I produce thousands of online articles and social media posts every year, helping our clients extend their reach by adding value to the wider conversations surrounding their varied business niches.
It’s not easy to drive dramatic inbound-lead growth. In fact, many entrepreneurs seem to think it’s an impossible task. But what if I told you it was a lot simpler than you think?
Seeing a huge increase in inbound-lead growth -- essentially attracting new customers -- is possible, regardless of your industry. It’s just a matter of making the investment of time, hard work and dedication.
You have a big idea, and pour yourself into researching and writing an article about it to create what may be the best writing project of your career. Then, instead of publishing it on your blog, you give it away for zero dollars and zero cents.
Sure, you've heard about content marketing, maybe you're even doing it, but are you aware of all the various aspects of the process - and are you utilizing them to best effect?
This infographic should provide a broader picture of the ins and outs of content, which covers the various types of content, distribution channels, how to optimize the process and the team members and roles generally required.
It's not hard to get lost amidst the ever-expanding sea of content online. Back in 2015, there was reportedly 2 million new pieces of content uploaded every day, so you can only imagine how big that number is now. So, how does one “swim out” of the water and get their content to stand out?
Going back to the basics is always a good idea, and reading through an alphabet is a great way to do it. The below infographic is here to help with that, with a selection of key terms in content marketing that even experts with years of experience might ovverlook as their process evolves.
Berserking teen girls may forever be a staple of Vidcon, but the YouTube stars they worship have done a lot of growing up in the past year. And in turn, so has their industry.
Being a YouTube creator is blossoming into a bona fide grown-up business right before our eyes. As young creators mature into savvy entrepreneurs, the ecosystem is maturing along with them — with industry standards and a multichannel network landscape that’s supportive and thriving.
Though they're just starting to settle in, it's a far cry from the parasitic deals and chaotic, Wild West feel of those early years.
Do you want your content to be unforgettable? Do you want parents to pass on your blog posts to their children, and your white papers to their grandchildren? Of course you do! And the solution is simple – make your content hilariously, milk-exploding-from-nostrils funny. All right, maybe your creations won’t earn a place in the family hope chest, but a touch of comedy will greatly improve any content piece’s shelf life.
Fresh off the heels of this year’s Content Marketing World, I left with the sense that many people believe that content marketing is simply an exercise in creating helpful quality content which doesn’t sell anything. That simply isn’t the case.
Content marketing should fill the information needs at every stage of the marketing, sales and customer service funnel - if not, brands can have a leaky hourglass.
Content marketing is one of the key elements of digital marketing today. In times when something can go viral one day, and drop into oblivion the next, it's not easy to grab attention online and get best results from digital marketing campaigns. One thing is still the same - a "safe bet" you might say - and that is that high quality content will always be the king, and the most important part of any online marketing campaigns.
75% of marketers have recognized that and are investing more in their content marketing campaigns, and plan to work on creating more high quality content in general. To underline the importance even more, it's worth noting that 70% of people want to learn about a brand via quality articles, rather than the usual adverts.
Any marketer will tell you that producing a regular stream of content for your website is necessary and important. You also need to optimize your content. The question is, what are you optimizing that content for?
There are plenty of reasons to blog, and even if you don’t know exactly what your goals are, you may already be achieving some successes. But without goals, you’re missing out on all that’s possible. No matter the size of your resource budget for blogging, you’ll get far more out of it if you focus on specific, defined goals, plan your strategy, measure your progress, and make every single post count.
How would you rate your content marketing? Do you produce enough content? Frequently enough? Are you hitting your goals?
You're not alone if you suspect the whole content marketing thing could be going more smoothly. According to a new infographic (below) from the team at Bloomfire, 70% of marketers say their content programs lack consistency and an overall strategy. More than two-thirds of marketers say they don't have enough time to develop all the content they need.
“Content marketing” is a phrase that gets thrown around a lot in the business world these days. The idea is deceptively simple: You use your voice of authority in your industry in order to serve up useful, relevant content that provides some value and insight and keeps customers engaged with your brand. Write a few good blog posts, and the engaged customer we all dream about will loyally patronize your business and evangelize to his or her social network, right?
If you can effectively track your content marketing success, you will be able to better use the strategy in your marketing efforts.
Most business-to-business (B2B) marketers have latched onto the idea of launching content marketing strategies. In fact, the North American Content Marketing Institute found in its recent study that 86 percent were invested in the idea of using this method of marketing.
The best way to increase inbound leads and establish your company as a thought leader is by giving your audience what they want... great content! Download the free Content Marketing Tactical Plan and learn step-by-step how to create an unbeatable content machine that helps you hit your goals.
With an effective content marketing strategy, you'll be able to:
As a smart marketer, you know content is the fuel for your lead generation and nurturing programs, driving leads through your funnel to become customers. Download Marketo's eBook, Lean Content Marketing, to learn how to leverage your current resources to create the right content to truly fuel demand!
The clock ticks. You look at the blank Word document on your computer screen. Your stomach clenches up in knots. You pray for inspiration. You dig deep into your ideas bank for the umpteenth time and are still unable to come up with something you know will work. You trawl Google search, you sift through Google Alerts and do everything to zero in on an idea that will lead to some amazing content. No luck.
When it comes to platforms like Facebook, Flipboard and LinkedIn, the quantity of content doesn't matter. Those who understand the right content to share will come out ahead.
In an era when emails, Facebook posts, Tweets, LinkedIn connect requests and countless bleeping apps are screaming for more and more of our attention during the business day, the marketers who will succeed are the ones who understand how to consolidate and funnel target-grabbing content on the channels that matter. Content for the sake of producing content does not work anymore. Only content developed and delivered to support the target's content needs has high value.
Data-driven content marketing strategies generates five times more marketing revenue than standard content marketing strategies, according to new research by Aberdeen Group. Those companies driving the most revenue have a focused strategy, aligning content to their target personas across the entire buyer’s journey.
Publishing on a big site can open doors, can get your organization’s name in front of people you would not be able to reach otherwise, and it can increase your authority, which has SEO benefits.
Placing your organization’s messaging in the best place for it to reach your potential audience is an important part of content marketing, and for some pieces of content, a bigger site, like the Huffington Post, Forbes, Inc., Entrepreneur, or Social Media Today, might be that best place.
Social media marketing is a tough discipline to master because it makes two demands of marketers that seem to contradict each other.
On the one hand, the data-driven nature of social lends itself to a bottom line-oriented mode of thinking. In addition, consistency is likely the most important factor when it comes to succeeding as a social marketer.
Producing great content marketing campaigns is no simple task, but when done right the results can be impressive - as these examples illustrate.
Content marketing should be an integral part of any brand’s social media strategy. Without a steady stream of shareable videos, blog posts, infographics and images, then your social channels will fail to capture the imagination of your audience and will soon grow stale. You’d be faced with the digital equivalent of talking to yourself.
But what makes a good content marketing campaign? Jonathan Krantz, a judge for the Content Marketing Institute’s Content Marketing Awards, has highlighted five factors that he believes are key to content marketing success.
Social-media marketing can be overwhelming for anyone, especially small-business owners and solo entrepreneurs. There’s a lot of pressure to be everywhere at once -- to be fully active on every social-media site out there.
With a community of over 300 million active monthly users, Instagram is one of the fastest growing social media platforms with high engagement, and yet it is still an untapped territory for most businesses. Instagram reports that on average there are 70 million photos shared and 2.5 billion likes per day. But like approaching any social media platform it is important to create a strategy before jumping right in.
The infographic below from TechWyse breaks down ten steps for every business to follow when deciding to integrate Instagram into their marketing strategy. In addition to the ten tips below, make sure to check out the official Instagram Business blog for more tips and examples of how other brands are using the platform for inspiration.
I recently submitted a piece of content that had met the client’s exact specifications. I knew it did, because we’d talked about the topic beforehand and followed a client-approved outline. We’d developed many pieces of content for this client before, so I knew that this piece would be one they’d like.
And then they didn’t.
In fact, they disliked the piece so much that they insisted we scrap the whole thing and write something else entirely.
A monthly content-marketing check-in gives you the opportunity to measure the success of your campaigns. Without a regular review, you won’t be able to take a strategic approach to your efforts, and if you don’t understand where you’re at, you can’t create a clear path for where you’re going.
Not every trick to boost visibility and engagement can stay in favor forever. We asked some of Entrepreneur’s favorite experts in marketing and social media which trends folks can finally put to rest.
Rethink real-time marketing Brian Honigman, BrianHonigman.com "Yes, many people are active online during the SuperBowl, but that doesn't mean every brand and business needs to be chatting about the event as it happens. For many businesses, chatting about the SuperBowl makes no sense for their audience.
Facebook’s new “Instant Articles” platform has caused quite a stir in the publishing industry. Some publishers have pointed out that they won’t be able to compete with this new platform and, from now on, will be dependent upon Facebook for their revenue. However, this launch has also paved the way for newcomers to gain traction, leaving the larger publishers to grapple for attention. So, look out Buzzfeed and Huffington Post! A new player is in town.
Content personalization addresses one the biggest marketing challenges: up to 70% of marketing content created by brands goes completely unused. As content libraries and knowledge bases keep growing, there's just way too much content than premium online real estate available on which to display it. So your audience doesn't get nearly the value out of your website that they could. Knowing exactly what people are looking for will help you tune your content to match their needs much more precisely. Click here
If you’ve never used BuzzSumo, you’re missing out. BuzzSumo is one of the best content discovery and improvement tools available, offering a range of insights into social performance, influencers and backlink data - there’s a heap of ways you can utilize BuzzSumo’s many data points to get in-depth, actionable measures to improve your content process.
This week, the man behind BuzzSumo, Steve Rayson, is launching a new app called Anders Pink, which provides detailed overviews of the latest news from your chosen networks.
Content marketing can have wider reach on social media than native advertising and is especially useful for lead conversion, Fractl and Moz report. Scale and predictability are among the strengths of native ads.
Snapchat and Univision are working together to curate a Live Story for the Gold Cup Final. If the content is successful, it could create advertising possibilities for the platform.
With soccer fans from around the world gathering this weekend to watch the Gold Cup Final, media company Univision has partnered with Snapchat to bring the game to social media via the app's Live Stories feature.
Trends in digital technology are expanding the use of marketing methods beyond the strategies previously embraced, now referred to as “traditional marketing.” Although traditional marketing incorporates many forms of advertising and marketing, it often falls under the categories of print, broadcast, direct mail, or telemarketing. These “push” marketing channels can still be very effective, and are still utilized by many companies, however they’re no longer sufficient to drive your brand’s marketing strategy in the digital age.
A whopping 76 percent of marketers plan to increase their content-marketing budgets in 2016, according to Curata. Really, though, this growth isn’t that surprising, given that most companies realize content marketing is a key strategy for building relationships and creating customers.
Building a business before it actually “takes off” means filling many different roles: founder, accountant, storekeeper, salesperson, product developer, marketer.
One thing I’ve learned after going into business for myself as an adaptability coach is the value of web marketing and just how many efforts it takes to succeed, with success being conversion. There are as many strategies to improving website performance as there are best practices for doing so -- just ask the Good Idea Fairy.
Your blog is out there in the world, awaiting the masses to read and share it. It’s an exciting time for any marketer. After all, you’ve spent hours crafting this post, pouring your knowledge and personality into its paragraphs. But, as you quickly learn, people won’t flock to your post just because you hit “Publish.”
Sharing up to date content online is one of the best ways to drive traffic to your website or blog however, if you are not continuously distributing content via other sources, you may be losing out on a lot of traffic. Here are 5 of my favourite tools that will help you distribute your content online.
I have been using Hootsuite for at least four years now and can’t recommend it enough for all my clients and anyone who wants to save time scheduling content across Facebook, LinkedIn and Google+. Free of charge to use on the basic plan and in my opinion, this is all small businesses need.
Want to do anything better? Who doesn’t? We asked our favorite experts in digital marketing for the tools they swear by to build audience, stay productive and save money, time and hassle. Here’s what they’re using now.
To save time: Zapier From Eric Siu, Single Grain "Zapier saves me a lot of money because it connects the many different web applications as a business. For example, if someone fills out a lead form on our site we're immediately notified in our chat app so our sales guys can jump on it."
Creating valuable content takes a lot of time and effort. Sure, anyone can throw together a string of sentences and call it content, but the stuff that gets shared is the content that really adds value to your business.
Great content will help solidify not only your business, but also establish your credibility in your space. To make a real splash out of the work that goes into creating content, you’ll want to also make sure it’s viral and sharable.
Good timing, compelling imagery, incentives and smart hashtags are key components of an effective social strategy, Japs Buidon writes. "Imagine your social media channels as dishes," he writes. "Are they appealing enough to the tastes of your audience?"
I’m going to tell you a secret about content marketing – particularly blogging. In fact, I can sum it up in one word and that’s ‘voice.’
I believe the best blogs are those that offer perspective.
Let’s use my client, Leonard Baer (known to most as “Lennie”) as an example. Lennie is an elder law attorney with dual practices in Highlands, NC and Palm Beach, FL. His niche is the protection of seniors from financial abuse and fraud.
While content marketing has grown to become an established element in most sectors, the B2B space has been a little slower to catch on.
But now, with the growth of content more broadly, B2B companies are developing their content tactics, and implementing more measurable, accountable practices to make best use of content marketing within their production flow.
Everyone and their brother has jumped into the online content creation game. Every minute on the Internet, YouTube users upload 300 hours of new video and Snapchat users share more than 500,000 photos. Over 450,000 tweets are sent.
As we near the end of 2014, here's a look at what social media marketing trends brands need to be on the lookout for in the coming year.
Depending on when you read this, there are about 60 days left in 2014. Here's what we're advising our client brands at Friend2Friend to be thinking about for their 2015 plans.
Trend 1: It's Increasingly a Mobile-First World
Not only is the age of the big smartphone here, but more people simply are spending more time on mobile. In the U.S., carriers' shelf-space for devices with 4.7-inch or larger screen displays increased from 4 percent to about a third in 2014 alone, matching a sales growth - larger-screen phones now account for more than one-quarter of all sales, according to NPD Group.
The season finale of #TheBachelorAU and #VideoGamesDay kept things light on Twitter during a week of heavy news.
Shortly after 14-year old inventor Ahmed Mohamed was arrested because his homemade clock was mistaken for a bomb, #IStandWithAhmed began trending on Twitter. Talkwalker data shows the hashtag generated almost 1 million mentions mid-week. One Tweet from President Barack Obama garnered more than 400,000 retweets alone.
If you’re familiar with online marketing, you’ve undoubtedly heard the expression “content is king.” Establishing an active business blog, social media presence, and engaged online community can help improve your search rankings and increase your sales over time. But for many businesses, developing these things is easier said than done. More and more companies are taking their operations online, and most of them are working towards achieving the same goals. With all the competition out there, setting your business’ content strategy apart can seem like an insurmountable task. But in reality, it can be as simple as taking a deeper look at some key data. Here’s how you can harness your data to develop a more effective business content strategy.
Did you know that 9 out of 10 consumers want brands to share content online? In fact, a recent survey of 1,000 Americans showed that consumers trust content from brands almost as much as they do from established media.
Just because it’s trending doesn’t mean it’s a good idea. In our recent hangout, our digital experts weighed in on everything from hashtags to how to capitalize on tragedies. Spoiler alert: Don’t try to capitalize on tragedies.
Leonardo da Vinci could write with one hand and draw with the other at the same time. I can’t do that. But sometimes I feel just as skilled when I can manage the multiple arms of content marketing.
The process requires so much: coming up with ideas, drafting concepts, editing to perfection, designing the visuals, publishing, promoting and measuring success.
Promotion is just one part of the process, but it’s a complex machine of its own. Learning when, how and where to promote on social media takes knowledge, skill and testing. Or, at the very least, a well-crafted article explaining things to you.
Like the words Hispanic and Latino, native advertising and content marketing have significant overlap but are still distinct in a few key ways. This article sets the record straight and then highlights various scenarios in which you would choose one over the other.
One of the biggest marketing predictions for this year was that ad blocking would make content even more important, and the focus is now on creating a quality customer experience, SocialCentiv's Bernard Perrine writes. Online video was also predicted to explode, but adoption has been slow with ease of access still a challenge, Perrine writes.
“Our competitor is doing A, so we should do it too.”
If you’ve been in digital marketing circles longer than 24 hours, you’ve likely come across that exact statement or a variation of it somewhere - in fact, the whole premise behind following blogs in the digital marketing space is, at least in part, to keep up to date with what’s working for others, and maybe what’s new as well.
It is no secret that not just any content will succeed in online marketing.
Your content must engage your readers, increase brand awareness and improve your bottom line. In the past, many companies simply threw some keyword-rich content on their websites and hoped it would stick. Keywords remain important but it is crucial your content is informative, relevant and interesting. Content+ found that interesting content is one of the top three reasons that consumers follow brands on social media.
It’s easy to understand why content marketing has become so popular - I mean, who doesn't love the idea of attracting a target audience organically (ahem, for free) by sharing unique, helpful or thought-provoking nuggets of wisdom? All you need to do is spend a couple hours whipping up a killer blog post, publish it and watch the traffic and leads roll in. Right?
Unfortunately, it’s not quite that simple.
Content marketing is about more than blogging. Content marketing is about scrutinizing your entire online presence through the eyes of your customers, because every single touchpoint will impact your success. This includes every page of your website, every resource or blog article and every post on social media.
Have you seen those Tasty videos on Facebook? What am I saying - of course you have. It’s pretty much impossible to not watch those fast-paced culinary transformations (especially when they involve things like ice cream churro bowls and mozzarella stick onion rings).
Why are they so appealing? They’re short, they’re engaging, and they’re the kind of content that today’s consumer demands. Within half a minute, you’re back to your regularly scheduled social media scrolling (and probably thinking about your next meal).
When you work with an organization for years (or even months), the industry lingo, company product offerings, and mission statements become ingrained in everything you do.
For marketers, this can be both a blessing and curse: Being knowledgeable about your industry is crucial to good marketing, but it may also come with a knowledge bias that makes it difficult to see things from the perspective of your actual customers.