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There are two colliding factors that are slowly killing your marketing strategy. Here is a plan to fight back. ...In the physical world, this is what happens when you try to push too much stuff though a finite pipeline — catastrophic failure. A flood. Wires bursting into flame. Server crashes. So this presents the fundamental dilemma for you and me. How do we get our marketing message to cut through the infinite information and make it through to a consumer brain — without going broke or having a catastrophic strategic failure? We’ve never faced this before
This is a relatively new problem. Even in the early days of mass broadcasting, getting your message through was easy. You simply bought advertisements on the most popular radio and television programs. Those days are coming to an end. Nielsen reported that in 2011, the number of hours that Americans viewed TV declined for the first time in the history of television. Newspaper advertising, adjusted for inflation, is down to 1950s levels. Even website visitors are down. In the past two years, 68% of the Fortune 500 companies had a drop in unique visitors to their company websites.
So we have no choice. Day by day, every single company in the world is realizing that it must join this social media battle for consumer mindshare. And that war is raging though web-based content.... [Valuable read from @MarkWSchaefer - JD]
Written by analyst Rebecca Lieb and researched by Zak Kirchner and Jaimy Szymanski, this report helps shed some new light on content marketing and how emerging digital technologies, platforms, and channels can be used effectively to help a brand function as a media company and exploit it.... [Must-read for #contentmarketing pros - JD]
Curation, content marketing, storytelling, brand journalism and citizen journalism. What’s a poor PR 2.0 pro to do? Is this our new job description? But let’s start with a look at content marketing because it really covers most of these emerging – and merging – disciplines. Many of us are already deep into PR 2.0, content marketing, social marketing or whatever you want to call it. We’ve gathered 26 excellent articles on content marketing to get you grounded....
As the web becomes more and more inundated with blogs, videos, tweets, status updates, news, articles, and countless other forms of content, information (30+ Cool Content Curation Tools for Personal & Professional Use
Via Carmen, G Social Media
Recently, we posted a great list of places to find content inspiration, and hopefully it helped you come up with a whole list of great new ideas. Creating new content can take a little time, so in the meantime, here are seven ways you can boost conversions for the content you already have....
As I evaluate Web marketing such as blogs and websites, one thing I look for is evidence of both left-brain and right-brain thinking in the creation of the content. This obsession might seem trivial, but I guess my right-brain outlook on life causes me to take a holistic view of content.... As marketers we need to include both right-brain and left-brain people in our content creation efforts....
No other tool in your marketing toolbox delivers the bang-for-your-buck like video content. From our ebook Biggest Social Marketing and New Media Predictions for 2012, Jay Baer, social media strategist, coach, speaker and all-around good guy, shared that 2012 will be “the explosion in short-form multimedia, as companies start to truly embrace video and mobile photography.” With predictions like this, we asked: Could 2012 be the year marketers embrace video in their social marketing efforts? We think yes, and here’s four reasons why...
They’re two of the most iconic department stores in New York, so how are Saks Fifth Avenue and Barneys using social media? We used Social Bakers to take a look at these two US retail giants and see whether they are making the most of their brands online. Despite being a mere ten minute walk down the street from each other, Barneys and Saks are already miles apart when it comes to Facebook fans....
What will the continuing fracture of mass media mean for corporate communications in 2012? Derek DeVries thinks we'll see an increase in the use of brand journalism, which presents new ethical challenges for PR pros. A company could potentially have more visibility producing its own content as opposed to relying on the news media to carry its message (provided it’s indexed properly). Brand Journalism is fraught with ethical perils, however....
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If you expect to succeed in social media by going for the easiest route possible, chances are you’re going to fail. Just like the brands that try and emulate Apple by following just a couple of their examples of business or management, you will soon find out the truth. Doing things on the cheap will only get you so far and this applies to social media more than anything.
Because when social media was new and young all you had to do was pretty much be present in some way to get noticed. Now it’s changed. What we’re seeing now is brands having to go that bit further, to innovate from the inside out and be social-by-design as a business to really succeed. It’s not easy, but these brands are showing how it can be done.
[Sports Illustrated, IBM and Burberry's get content marketing and social media right - JD]
In their rush to be measured like everyone else, content marketers are in danger of short-changing their full value. These four benefits of content marketing can bring immense value to your company and its internal communication goals. ...Let’s look at four hidden benefits of content marketing that will never show up on the CMO’s dashboard but can bring immense value to the company and its internal relationships....
The following infographic by BlueGlass Interactive charts the rise of content marketing and provides examples of those doing it right - Coca Cola, Mint.com, American Express. Interestingly, the top tactic used by content marketers is the production of articles (79%); B2B marketers (figures no doubt US-skewed) invest 26% of their total marketing budget on content, while 62% are outsourcing their content marketing, up 7% from last year....
...Maybe it doesn’t appear that these people or companies are content related at face value. But in a world where every company is a media company, every business is content related. And that makes every passionate professional, marketer or otherwise, a content creator. A lot of people pushed back on this concept which we touched on in a previous post titled: if your team hates blogging, you need a new team. Like it or not, that’s the world we live in. Besides, how can anyone hate to create content in a category they are involved in and have commitment to?...
Story telling is the new PR and marketing on social steroids. Brands and even the media, have had to rethink their content strategy. ...Our world is now immersed in a 24/7, 365 news cycle and it has caused mayhem for brands and for the agencies that work with them. There’s advertisers doing PR. Digital shops doing print media. PR shops doing traditional advertising strategy. Basically, the communications world has been flipped on it’s head. There’s no way to figure out what’s heads or tails. One thing is for certain, however, storytelling is the main focus of companies and PR, digital marketing and advertising all have a role in it....
This is definitely not a chicken and egg question! A debate in content marketing circles is whether or not you should simply focus on creating original content and forget content curation. Let’s be clear as my fellow content curator, Jan Gordon, says: There is no curation without original content. I might qualify this a bit by saying, there is no curation with awesomely addictive social content! And that means creating content – blog posts, tweets, Facebook updates, YouTube Videos – that is valuable and high quality....
At this month’s Consumer Electronics Show in Las Vegas, Robert Kyncl, YouTube’s global head of content, made a bold prediction: In a few years, video will comprise 90 percent of Internet traffic. According to statistics YouTube released just yesterday, Mr. Kyncl’s forecast certainly seems within reason. On average, 60 hours of video content are now uploaded to the video-sharing platform every 60 seconds. Not only is this a clear indication that Internet video is fast becoming a marquee communications tool; it is also a clear signal that now is the time to ensure that your organization is not only creating compelling video content, but also optimizing it for maximum audience retention, social sharing, and commenting....
The well of content can start to dry up for even the most prolific content marketers. Here are 5 sources you can use to help prime the pump. Content creation is a tricky beast. You may be given limited material to work with, yet you’re expected to constantly develop new content. The well goes dry sometimes, especially when you’ve written about the same topic three months in a row. So, how do you make sure your fountain of ideas never runs out?...
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