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What challenges lie in measuring content and analysing its success? When discussing the KPIs of a content marketing strategy in the early stages, there are typically three challenges many organisations face. First, spending an inordinate amount of time and money looking for a ‘silver bullet’ solution in the form of a very sophisticated content publishing system that will take care of everything, including measurements. Second, approaching content marketing like ‘advertising’s new clothes’, and therefore applying the same expectations in terms of the content produced, and expected returns. Finally, focusing exclusively on traffic and site analytics....
A relevant brand message is critical in connecting with mobile users in their moments of need. Learn how to create content that resonates.
It’s essential for brands to meet consumers in their moments of need. But how you meet them is equally important. If a brand’s message isn’t useful or relevant, people will simply move on to another brand. Here’s how marketers can create a strategy based on usefulness.
If you want to win the hearts and minds (and dollars) of consumers in their micro-moments, you have to do more than just be there. You have to be useful too. That means connecting people to what they’re looking for in real-time and providing relevant information when they need it....
The best times to post on social media are when the people you want to see the content are on the network.
That’s the easy answer.
And not a useful answer.
After digging around the Internet a bit, I thought I’d compile some research I found from within the past year, breaking it up into more palatable chunks of information. I’ll be referencing several sources in this blog post, including: - Neil Patel’s research and compiled data on Quick Sprout - Elle & Co. compiled research - SurePayroll’s compiled research - Huffington Post’s compiled research- Buffer’s research - Fast Company’s compiled research....
How many benefits of social marketing can you think of?
Social media can be used in so many ways – to develop your brand, increase SEO rankings, distribute content, acquire leads, and more. While many blogs talk about these benefits, there are very few that attempt to outline the “big picture” of social media or a comprehensive list of its benefits.
I decided to take a stab at it and ended up with 75 benefits of social media marketing. Below is an infographic with a compiled list of benefits. Check it out and see which benefits your brand is potentially missing on social media....
Executives want to know a marketing strategy’s expected ROI before they commit money and resources to it. But content is a different animal than other marketing initiatives. It doesn’t produce impressive short-term results; it bolsters long-term profits. Once a content marketing strategy proves its worth, executives feel more confident investing in it. The challenge is convincing them to take the initial plunge.
Here are six selling points you can use to persuade your company leaders that content marketing will go the distance for your brand
To some, developing a content marketing strategy brings to mind a long and painful process sprinkled with lots of marketing jargon and buzzwords.But it doesn’t have to be that way. The most effective way to build a content strategy is to start with just two concepts: 1) your buyer persona and 2) your buyer’s journey..
There have been several studies that show statistical proof that consumer advocates work. A study from the Wharton School of Business, R&G Technologies, and McKinsey all revealed the benefits of consumer advocates: - Consumer advocacy reduces the cost for acquiring new customers.
- A referred customer has a 16% higher life-time value.
- Referral leads convert about 30% better than leads from other channels.
- Referral leads take less time to actually convert. (Less decision time on the part of the referred customers.)Word of mouth is behind 20% – 50% of all purchasing decisions....
Today’s smart brands are putting their money where the return on investment (ROI) is, investing in the growth and development of real authors.
2015 brings a new set of standards, the art of producing real, genuine, authentic, and high-quality content coming from an accredited and trusted real person with a notable byline.
Fast and furious content days are over. Search and social experimental writing is history. It’s the dawn of authenticity where bots, fakes, and frauds can’t survive. We’ve entered the era of intelligent content that is laced with smart optimization and is penned by qualified writers who have a name, rank, and serial number of credentials and influence....
While not a new concept, content marketing is a fairly new term and there is a reason it is all the rage these days. It is incredibly valuable for small business owners and, with a little creativity, can level the playing field between small businesses and big name brands.
Content marketing can include articles, blog posts, videos, press releases, direct mail pieces, infographics, webinars, and many other content-driven tactics. When your company is creating content, you are thinking like a publisher and therefore attracting consumers seeking the information that is valuable to them. But, how does it benefit you?...
According to the recently-released annual Ranking Factors Study from Searchmetrics, Google has made some big changes in how its algorithm evaluates content and assign search rank.
Content quality is the recurring theme of the study, which offers important lessons and opportunities for content marketers, public relations pros, bloggers and anyone else publishing digital content on the web....
“High quality, relevant content is increasingly the focus of search. This type of content ranks better on average, and is identifiable by properties such as a higher word-count and semantically comprehensive wording, as well as often being enriched by other media, such as images or video.” – Searchmetrics 2014 Ranking Factors Study.
Human signals Before we dig into tactics, first we need to look the signals that indicate content quality to Google. Topping the list is a metric that is new to the top ten factors — the click through rate. This is an important change and it emphasizes the importance of user actions as indicators of quality. The majority of search rank factors are derived from social signals, and like the click through rate, these also indicate content quality. User actions and social signals are derived from human interactions with content, and Google is assuming that people won’t like, share, post or click on content they don’t consider useful or interesting....
All of the existing analytics tools on the market are still built to solve a different problem than the one brands face. In our research over the last year, we've found that most brand publishers and the vendors that service them are still measuring success using the metrics of a publishing business that's fundamentally different than the one they're in.
"When Jonah Berger was a graduate student at Stanford, in the early aughts, he would make a habit of reading page A2 of the Wall Street Journal, which included a list of the five most-read and the five most-shared articles of the day. “I’d go down to the library and surreptitiously cut out that page,” he recalls. “I noticed that what was read and what was shared was often different, and I wondered why that would be.”
What was it about a piece of content—an article, a picture, a video—that took it from simply interesting to interesting and shareable? What pushes someone not only to read a story but to pass it on?"...
Via Guillaume Decugis
People don't buy logic. If they did, no one would propose with a 4 carrot diamond ring and everyone on the planet would drive an electric car....
The challenge today is people are waiting longer and longer to connect to humans within a brand so much of their exposure to products and services that brands offer is through their digital presence.If that presence is stocked up with fact based product marketing then building a relationship is going to be all but impossible.
So why do companies continue to do this? ...Today with relationships being built online, many are less secure and more transactional increasing the need for human relationship building.
Accomplishing this through human engagement is key and should be done with Social Media, Content AND your sales force....
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Business executives worldwide are producing significant amounts of digital content and assets, according to an April 2015 report. And they expect that volume to increase in the next two years. Accenture surveyed 1,078 business executives worldwide. Nearly two-thirds of respondents said their company produced moderate volumes of digital content and assets.In addition, 17% of business executives said their company produced enormous volumes of digital content and assets.Just 19% of respondents said that a small volume of digital content and assets was produced by their company....
A cliche of modern discussion in social marketing is to focus upon ROI and how elusive it can be. We’ve been exploring the topic ourselves plenty recently.
Although we firmly encourage the use of social data to measure the performance of a business – facilitating better decision making and indicating the return on different investments – what about the return on social activity itself?
In 2013 Coca Cola famously revealed that the brand was unable to find a direct link between social activity and short-term sales, a position that was later clarified when its President of Strategic Marketing, Wendy Clark, underlined the importance of social media’s ability to enhance marketplace impact, consumer engagement, brand love and brand value....
Conversion rate is one of the most important marketing metrics. It’s a metric that lead generation marketers—from practitioners all the way up to CMOs—are measured on. And that’s because today marketing owns just as much of the pipeline as sales does, and conversion rate is a great indicator of pipeline health—starting from the marketing end of the funnel.
Let’s start at the top of the funnel and look at conversion rate by acquisition channel. This will help answer the age-old question of channel performance.For every dollar, what percentage would you allocate to which acquisition channel? Easy! The one with the highest conversion rate, win rate, and velocity....
Is content marketing effective?
Most respondents felt their content marketing efforts were effective. Highlights include: - Only 1/3 of respondents said they hadn’t found a new brand through the brand’s content marketing efforts. - Nearly 60% of respondents said their ROI from content marketing is increasing (30%) or staying the same (29%). - Less than 10% say they’re losing money on content marketing - 73% say content marketing creates improved brand awareness - 67% say they’ve received increased leads from content marketing - 64% say they’ve increased traffic due to content marketing...
Content is an integral aspect of marketing your business and it starts with you – the expert of your industry!
The value of content has been proven time and time again. It is well worth your energy to implement a content strategy.
Don’t believe in the power of content? A quick Twitter or Google search may change your mind. The ROI on an effective content strategy has been proven. This stuff really works! Take a look at Newscred’s “50 Stats You Need To Know About Content Marketing”, if you’re still second-guessing the benefits....
It’s truly incredible how quickly content marketing has grown from an unknown term to a complete must-do marketing activity. In fact, these days, 90 percent of all organizations use content marketing in their marketing efforts.[1]
How’s that for market adoption?
What’s even more interesting is the reason why businesses take part in it. As it turns out, content marketing generates about three times more leads and costs around 62 percent less than traditional marketing.[1]
I was watching an episode of Shark Tank this past week featuring young entrepreneurs. One of the entrepreneurs was Carter Kostler, the 15-year old owner and creator of Define Bottle, a fruit-infused water bottle.About 2 minutes in the episode you’ll see the sharks ask Carter about his revenue – $65k in about 6 months, 50% of which came from online sales. He sells each bottle for $30 at a cost per bottle of $10, so not a bad margin overall.
The reason I’m writing this post is for Mark Cuban’s line of questions that starts around 3:34: Mark Cuban: “What about online? Where is your online traffic coming from?” Carter: “Well, early on I created fruit infused water recipe websites. My goal was to promote the Define Bottle on those websites.” Mark: “OK, what kind of traffic are you getting, what kind of conversion are you getting, and what do you know about your customers?”...
Do you need to bump up your conversion rate?
VHave you put social media front and center to help you do that?
The underlying power of increasing your conversion rate is targeting the right kind of traffic. Where does the right kind of traffic come from? It comes from social.
In this article you’ll discover three ways you can use social media to enhance your conversion rate....
Looking for proven ways to improve your social media marketing?Wondering what resources you should read to boost your social efforts?We’ve compiled a list of our top ten articles from the recent past, each focused on a different social network.You’ll discover proven techniques to get your marketing on the fast-track to success....
According to Meeker’s 2014 Internet Trends Report, the average article reaches half of its total social referrals within 6.5 hours on Twitter and 9 hours on Facebook.
In other words, content grows old quickly, and communicators have only a fleeting moment to make a memorable brand impression on audiences scrolling through an endless stream of information on their newsfeeds.
Amy Binder, owner and CEO at RFBinder Partners joined PR Newswire’s Senior Vice President of marketing, Ken Wincko, for an exclusive roundtable discussion on the growing impact of visual communications in integrated campaigns. The conversation explored various case studies and successful tactics that brands should incorporate into their visual storytelling strategies....
In October 2012 Econsultancy ran a survey which found that 90% of brands felt that content marketing would become more important over the following 12 months.
One year on it is hard to argue against the fact that content marketing is now among the most important trends in digital. However when we published the Content Marketing Survey Report with Outbrain, just 38% of respondents had a defined strategy in place. That is likely to have changed by now, however just to add more weight to the argument in favour of this discipline I have rounded up six case studies from various brands that have seen real results from content marketing....
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Good look at ROI on content marketing from Coca-Cola.