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Are you ready to give content marketing the time, money and resources it deserves?
While your answer may be yes, it’s never easy to get up and running with a new marketing strategy. There are questions to answer, challenges to overcome and various tasks that need addressed.
With 88% of B2B marketers currently using content marketing as part of their overall strategy, neglecting to do so will put you in the minority.
As you get started, you’ll soon find a variety of ways to better research, plan, create and distribute content.
What I’ve created here is a list of content marketing tools that you’ll want by your side as you roll out your first campaign.
These tools cover the most important details you’ll need to address before you get started, as well as in the early days (and weeks) of running your campaign....
Consumers’ top purchase influencers are also their top sources of new product awareness, according to results from a recent Nielsen report [download page].
The study, based on a survey of 30,000 consumers across 60 countries, found that friends and family (56%) and TV ads (52%) are the leading sources of information about new products for consumers. These are also consumers’ top purchase influencers, according to studies by MarketingCharts and by Deloitte....
With each passing day, PR is being nudged away from the familiar comfort of text-based communications to more visual forms of communications, especially in digital campaigns.
Today, among other platforms, Pinterest must be part of your social PR campaign strategy, especially if your target audience is female. It’s easy to dismiss Pinterest as a site where women just share pictures of fashion and food, but do so at your peril. Consider this: • One-third of the women in the U.S. use Pinterest, according to Pew Research Center’sSocial Media Update 2013.
• 85 percent of the estimated 40.1 million monthly Pinterest users in the United States in 2014 are female.
• New data from social sharing service ShareThis shows that for the first time, Pinterest outpaced email to become the third-most popular sharing channel in the fourth quarter of 2013.
• Pinterest is the channel of choice for moms, who share three times more than the average user, according to MarketingLand.com.
Still need to be convinced? Here are three examples of creative and effective PR campaigns using Pinterest as a central communications hub:
Back in 2007, when Twitter was taking off, the PR industry faced a pivot point. It was no longer effective to cold email as many journalists as possible....
What PR practitioners found was four key elements to getting their stories out there: - Tell a story
- Help journalists stand out among their competitors
- Create captivating content that customers and journalists are going to find valuable
- Do extensive research to find where the audiences are, and distribute your content there
In other words, they began doing content marketing. There are several other ways content marketing has changed the way we “do PR.” Here are a handful of examples:...
Why Social Media & Search Marketing go hand in hand. Taking the example of the Flower & Gifts Industry.
...We believe that Social Media and Search Marketing go hand in hand because Social conversations can lead keyword strategy in a certain direction, and Search keywords can influence Social content strategy. By combining your Search & Social Marketing efforts, you can make sure to provide your audience with the right content, based on what they search for the most and what engages them on Social Media. Today we will take a look at the Flowers & Gifts Industry as an example of Social Media & Search Marketing alignment...
Lots of people talk about “viral marketing” but apart from a (very) few, lighting-strikes-once exceptions, there’s very few who have built a business or even a soundly executed marketing strategy from it.If anyone can honestly be said to have “cracked the code” on viral, it’s arguably got to be BuzzFeed, the social publishing/advertising company who recently passed 30 Million visitors per month in viewership, whose 2012 revenues tripled 2011s, and who has recently been featured in both the New York Times and The Atlantic. And what’s BuzzFeed’s secret?
Well, it would be a dramatic oversimplification to ascribe their massive success to just one “secret.” According to BuzzFeed’s founder and CEO, Jonah Peretti, it’s actually 7 things. But the real “secret” they know that you (likely) don’t, and that I guarantee will help you with your online video content marketing, is this:The have absolutely zero shame in promoting their “viral” content....
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In this volume of our biannual trend publication, we explore the theme of Evolution. Agencies, consultancies, brands and other industry thought leaders largely agree that 2016 is shaping up to be an evolve- or-die year. Or, to put a positive spin on it, we might say it’s a year to thrive through intelligent adaptation. While some agencies are going the way of the dinosaur, a forward-thinking cross-section of shops are reporting increased revenues and profits by partnering with clients in new and innovative ways, by bringing their own IP to market and more. Other industry players need to evolve as major shifts in the way consumers use technology, consume media and engage with the world around them are forcing massive changes. Throughout the 2016 editions of The SoDA Report, we’ll explore top trends and behaviors that leading practitioners in our industry won’t be able to ignore as the year unfolds, and we’ll cast a spotlight on brands, agencies and individuals who are flourishing in this environment. Within Modern Marketer, Industry Insider and via our Digital Outlook Study (conducted in partnership with Forrester Research for the first time), we’ll also explore how the landscape of creativity and the modus operandi for agency-client relationships are shifting in radical ways. Spurred by rapidly changing consumer expectations and behaviors, agency-client partnerships are expanding in incredibly exciting ways beyond the marketing realm to include business strategy, R&D, product development and customer service. We are so proud of the growth and development of The SoDA Report over the past year.
So, how is it possible that so many businesses (especially small or online-based businesses) are failing to utilize social media for PR? After all, it can only be vastly improved by the use of direct engagement with both customers and the press -- and social media is perfect for both.
Here are a few tips to get you started.
Sometimes it’s easier to just follow the dotted line as you’re looking to ensure your digital marketing is balanced and complete. This infographic compliments of Two Legit aims to do just that, walking you through your web presence, mobile, ecommerce, outbound, inbound, content and social media marketing initiatives.+ One element lost in this infographic is the ability for all of the strategies to work with one another. For instance, utilizing your content marketing to power newsletters that are optimized for mobile devices. That’s not defined in this infographic but it’s an absolute necessity if you’d like to fully leverage email and ensure your emails are read properly. I’ve written before that the modern digital media consultant is more of a conductor, balancing the volumes of each strategy to make some sweet, sweet music!+ More often than not, we find that the key to marketing well isn’t doing everything… it’s balancing a combination of strategies, amplifying the impact by having them work together, and understanding how much of each strategy to initiate in order to maximize results. That said – this is still a great checklist to go down and ensure you’re not missing anything! This infographic also provides some statistics behind the digital marketing trends.
Content marketing has become ubiquitous, with 93% of B2B marketers now using it. And it continues to expand: 82% of marketers plan to increase their budgets for content marketing in 2014.
Nevertheless, challenges remain; many marketers struggle to produce engaging content, and though buyers have embraced content generally as a influence on vendor selection, they remain frustrated with content they see as blatantly promotional, too self-serving, and not well informed. In addition, nearly half of marketers say they are unable to measure the value of their content marketing efforts.
Which content marketing tactics are most popular? Which are under-used? How can marketers make their content marketing efforts more effective?
Find these answers and many more in this compilation of 30 compelling content marketing statistics and facts....
Do people quoted in newspapers review the stories before they run? Can advertisers legally lie? Are PR people the biggest liars of all? How much does it cost to get a story into The Globe and Mail or the Toronto Star?
Just a few questions that show people do not understand public relations.
I'm always fascinated by organizations that embrace brand journalism, hiring reporters to create content that serves as marketing and public relations. For almost a decade, I've recommended that companies of all kinds model their sites not on their peers' boring old brochure-like approach but rather aspire to becoming like a media site such as Forbes, the BBC, or The New York Times and that they actually hire reporters and editors, not marketers and copywriters, to produce the content. One look at the Raytheon homepage shows they do exactly that. There are real-time news, images, and a top stories section. And Raytheon is a B2B (and B2G) company! "You can see our homepage is very much a news operation," says Corinne J Kovalsky, Director, Digital & Social Media at Raytheon. "We've got feature stories and trend stories about cool products."...
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If you're new to content marketing or just starting up for your business, Neil Patel's list of tools is a great place to start.