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Scoop.it!
On social, content is the unchallenged king. Users abhor ads in their feeds. Instead, sponsored content on Facebook has become an instant hit for brands. 
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This past year, we've seen the importance of visual content emphasized by the changes that occurred across almost every major social network, including Facebook, Twitter, Instagram, and Pinterest. At the same time, both video and infographics have become powerful tools for brands looking to communicate more easily with their readers.
Jeff Domansky's insight:
This is absolutely essential reading for PR, marketing and social media pros. 10/10
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Although content has proven itself to be a critically important component of successful marketing in today’s online world, all too often companies are sacrificing the quality of their content for quantity. As we’ve seen, most of the 340 companies we reviewed as part of our initial look at global content quality are producing content that doesn’t measure up. We believe those companies, and the countless others just like them, will be handicapped if they don’t start paying more attention to their content quality....
Jeff Domansky's insight:
Without a focus on quality of content. It's just noise according to this global survey. Highly recommended reading. 9/10
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To get a clearer view, we examined the purchase decisions of 20,000 European consumers, across 30 product areas and more than 100 brands, in 2013 and 2014. Respondents were asked how significantly social media influenced their decision journeys and about instances when they themselves recommended products. We found that the impact of social media on buying decisions is greater than previously estimated and growing fast, but that its influence varies significantly across product categories. Moreover, only a small slice of social influencers are creating the buzz. A growing importance Social recommendations induced an average of 26 percent of purchases across all product categories, according to our data. That’s substantially higher than the 10 to 15 percent others have estimated. For the 30 product categories we studied, roughly two-thirds of the impact was direct; that is, recommendations played a critical role at the point of purchase. The remaining third was indirect: social media had an effect at earlier decision-journey touch points—for example, when a recommendation created initial awareness of a product or interactions with friends or other influencers helped consumers to compare product attributes or to evaluate higher-value features. We found that in 2014, consumers made 10 percent more purchases on the back of social-media recommendations than they had in 2013....
Jeff Domansky's insight:
New research shows that buzz plays a greater role than previously thought in getting consumers to buy and that the pool of the most effective influencers is largely untapped.
Firstpoint Marketing and Communications's curator insight,
July 20, 2015 2:29 AM
Getting a sharper picture of social media’s influence. In this survey, 10 percent of the active influencers accounted for 24 percent of the total recommendations 
Thorsten Strauss's curator insight,
September 24, 2015 7:55 AM
insight: McKinsey article on social media influence. Nice read.
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Industry expert ShareThis – creator of the widget that allows for sharing on 120 social channels — released an eye-opening study that showed Facebook now makes up 84% of all internet sharing. Twitter is next at about 6%, with Blogger at 5% and Pinterest at 3%. Email makes up less than 1% of all sharing, even though many emails include buttons like ShareThis. Despite Facebook’s domination of all sharing, the study found that it’s actually Pinterest that boasts the most sharing in a number of categories: food & drink, beauty & fitness, home & garden, and shopping. Twitter does best with sports (the games are perfect for live-tweeting) and even beats Facebook in the news category. So if your organization is in any of the Pinterest-leaning fields, or if you have visual content like photos, cartoons, or infographics, you should post them on both Facebook and Pinterest for a one-two punch....
Jeff Domansky's insight:
The latest research reveals how to create the most shareable content, where to post it, and where its value really lies.
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According to the “Customer Experience Optimization Report” by Econsultancy and Ensighten, 96% of company marketers and agency respondents (including vendors and consultancies) consider customer experience optimization somewhat important or critical. Marketers who take pride in their customers' experiences can leave a major (paw) print on their organizations. In fact, 94% of marketers and 79% of agency respondents say that higher engagement and conversion rates are among the many benefits of customer experience optimization. Better brand perception and loyalty (66%, 47%); renewal, cross-sell, and upsell (50%, 41%), and increased average order value (22%, 29%) are also benefits for marketers and agency professionals, respectively....
Jeff Domansky's insight:
Extracting data insights comprise the lion's share of the challenges marketers face trying to deliver those apex experiences.
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Each year we publish a series of core research reports that highlights the state of content marketing:
Jeff Domansky's insight:
Check out these valuable reports from the Content Marketing Institute.
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Forrester scored companies according to various factors, including the appeal of their website content and use of video. The companies had the potential to score a perfect 30, or obtain a passing score of 20 or above. Only four companies successfully passed Forrester’s test; the average score was 12.8. Forrester did not reveal the names of the four companies that passed its test. “The biggest problem is that the majority of content talks about the company, what its products and services do and how many awards they’ve won, but doesn’t speak to the issues their prospective buyers are trying to solve,” said Laura Ramos, Forrester analyst, according to Ad Age. Telling stories, writing in narrative and shooting video were identified as key ways that companies can help their messages stand out among the rest....
Jeff Domansky's insight:
A new report published by Forrester Research shows that a majority of B2B websites have failed to engage users with content in 2014. It's time for marketers to rethink and refocus their content marketing.
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Although psychology has been an integral part of marketing for many years, in recent years we have seen it become an even bigger component as more and more consumers turn to the Internet for information. In its most basic definition, psychology is the science of behavior and the mind. As online marketing develops and grows out of consumer demand, so does psychology and an understanding of how consumers think and behave as they use the Internet for purchasing decisions.
Jeff Domansky's insight:
Learn just how landing pages and calls to action work in converting consumers.
Nomad Communications's curator insight,
January 26, 2016 11:40 AM
With all the buzz about Content Marketing, Lead Generation and Lead Conversion, it's important to hit the pause button for s second, and think about what drives someone to click a CTA or what emotional triggers are necessary to engage potential clients or customers. There's a lot of internal processing that happens before you capture that lead. Let's take a look---
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We all know a picture speaks thousand words and for that reason infographics are being more popular due to its amazing information displayed in the form of images. It has the capability to capture everyone’s eye and tell them a story with engaging content and images. It’s an all in one package with text, images and creative design that come all along. It holds a great marketing potential that has the ability to attract customers. Many people click on infographics as it is more appealing and hence your web traffic is increased which is beneficial aspect for SEO.
Jeff Domansky's insight:
Great collection and useful reading for marketers, and social media pros.
Jeff Domansky's curator insight,
December 8, 2014 12:44 AM
Great collection of social media infographics. Well worth reading. 9/ 10 
rodrick rajive lal's curator insight,
December 9, 2014 1:53 AM
These are some interesting infographics that provide a pictorial representation of data in a form that can be easily understood. In an age where the quantum of data is increasing exponentially, it has become extremely important to use infographics. Raw data and statistics can become a turn off, especially for those who don't have an eye for figures! Infographics are being used very successfully in schools and colleges to present information in an easily assimilable form.
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Facebook's dialing-down of organic brand content has been a hot topic for months. And according to recent research, paid ads on social networks do have better conversion rates than organic content. For the most part, though, social media is not the last or only touch for consumers on the path to purchase. According to Convertro’s figures, 87% of interactions with social content were a middle touch, while just over one interaction in 10 was either the last or only touchpoint. Still, some social venues are more geared toward conversion than others. YouTube stood out in Convertro and AOL’s research as the most likely social media property by far to turn a prospect immediately into a customer—likely because video content like that hosted on YouTube can provide 100% of the information an online shopper needs to make a purchase decision. The distance between a social touchpoint and a conversion also depended on the type of product being purchased. The research found that more impulsive purchases—such as subscriptions to services like Birchbox or Dollar Shave Club, personal care items and local services—were more likely to appear as social ads and lead immediately to a conversion, as the last or only touchpoint on a consumer’s journey....
Jeff Domansky's insight:
This research study provides really valuable insight on content marketing, how social media channels convert and which channels convert best. Recommended reading. 9/10
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![[STUDY] How Top Brand Marketers Used Twitter During Q4 of 2013 | Simply Measured | Public Relations & Social Marketing Insight | Scoop.it](https://img.scoop.it/cTN-abSMXgbnR1J0kD3eJzl72eJkfbmt4t8yenImKBVvK0kTmF0xjctABnaLJIm9)
Twitter’s 230 million monthly active users post more than 500 million Tweets per day. This is the draw of the network, for both users and advertisers alike. In this comprehensive study, we took a look at the world’s top brands and some of the fastest-growing companies, and examined the tactics they’re using on the network — and what marketers can learn to help build their own strategy....
Jeff Domansky's insight:
Valuable social marketing and brand insight from this research study.
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A recent study from Exact Target reveals some surprising stats on what consumers expect from B2B and B2C brands on Twitter. A mere 13% of Canadians consider themselves Twitter followers, according to a new study released by Exact Target called “Subscribers, Fans and Followers: The Digital North.” The study defines a “follower” as a person with a Twitter account who follows at least one company or brand. Conducted in March 2013, the study explored how Canadians behave online with a focus on email, Facebook and Twitter. It reveals a number of interesting findings including: When and how Canadians use email, Facebook and Twitter. How consumers are motivated in the three channels. What Canadian marketers should do to communicate more effectively...
Jeff Domansky's insight:
Valuable social marketing and content marketing research.
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Both the younger and older groups were considerably more likely to say they were spending more time streaming full-length TV shows and movies, and similar percentages said they were spending more time with short online video. But the amplified video viewing didn’t necessarily mean they were watching less TV. Among the younger group, 40% said they were watching the same amount of TV as last year, while 35% said they were watching at least a bit less and 25% were watching at least a bit more. The older users (ages 18 to 34) were more likely to say they were watching more TV. The study found that younger internet users are shifting away from text-based types like blogs and publisher sites....
Jeff Domansky's insight:
Marketers new challenge: Gen Z is shifting away from blogs and publisher sites.
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Accenture Interactive’s Acquity Group’s 2015 Next Generation of Commerce Study takes a look at the social habits of multiple demographics. The results are intriguing: millennials rush to buy a product they see plastered all over their social media feeds, but the older generation tends not to buy into the hype. We also found out that Facebook is the most trusted social media channel for branded content. “Our study looks at the way digital technologies such as social media are shaping customer preferences,”said Accenture Interactive managing director Jay Dettling. “Marketing is witnessing a huge shift in what consumers expect from brands during their buying journey. The insights and data points provided in our report will help marketers better understand how consumers want to digitally engage with products and services and help them create updated experiences that resonate.”...
Jeff Domansky's insight:
Marketers take note of these demographic differences.
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From
hbr
Automation anxiety reached new heights in 2013, when Carl Benedikt Frey and Michael A. Osborne, researchers at the Oxford Martin School, published a paper estimating that 47% of all U.S. jobs were “at risk” of being computerized over the next two decades. Although the jury is still out about robots stealing jobs, the pace at which AI and deep learning technologies have been advancing isn’t ebbing concerns over a future of disappearing work. As machines increasingly perform complex tasks once thought to be safely reserved for humans, the question has become harder to shrug off: What jobs will be left for people?
Jeff Domansky's insight:
Got social media skills? Research says you'd better get them soon. Recommended reading. 9/10
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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....
Jeff Domansky's insight:
For CMOs, more ammunition that social media works. Recommended reading. 9/10
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Over the past few years, content marketing has evolved from being just another trend, to becoming a necessary component of digital marketing. Businesses of all types and sizes are adopting content marketing tactics to meet their marketing needs, which explains why content marketing has become one of the most competitive online marketing tactics to date.
Jeff Domansky's insight:
This content marketing infographic is full of valuable stats to build your case for content marketing. Recommended reading. 9/10
Jeff Oskin's curator insight,
April 2, 2015 7:57 AM
Content marketing can mean the difference between relevance and irrelevant in your chosen market. Check out this great infographics showing the reasons why you should adopt content marketing to help your bottom line.
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Consumers may tune into TV on a regular basis, but they mentally tune out rather fast in favor of the array of "second screen" options. On average, television holds a consumer’s attention only 39% of the time, a rate that pales in comparison to the attention rates laptops (70%), tablets (76%) and smartphones (77%) command. That’s according to a new report from Nielsen and YuMe, a digital video ad tech firm, expected to be released Wednesday morning. MediaDailyNews got an early look at the data....
Jeff Domansky's insight:
Powerful proof of social impact.
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There’s significant momentum for publishers toward increasing the production of video content, on account of both the strength of video as a medium for storytelling and high video CPMs as advertisers begin to move their TV spends online (see the Chicago Tribune’s coverage for one example). An increase in video content across the board, of course, means that it’s all the more important that we have a sense of which parts of our audience we can hope to reach with video. To that end, below is a brief survey of the state of online audiences and their consumption of video.
Jeff Domansky's insight:
This is an excellent look at video consumption with some valuable lessons for social marketers and PR pros.
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A new study of marketers in the United Kingdom has rated Twitter as the most effective social media platform for content marketing.
Jeff Domansky's insight:
This study surprised me and I would really like to see a clearer, more comprehensive look at results rather than an informal "Which one works better?" question.
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And although digital is taking an increasing share of marketing budgets, the move to online is paradoxically making some old-school tactics even more valuable. What do buyers say is the most important signal of vendor credibility? What type of content is most effective? What do marketers rate as the single most valuable SEO tactic? What are the top barriers to adopting social business practices? Find the answers to these questions and many others in more than 100 social and online marketing stats from 20+ different sources....
Jeff Domansky's insight:
Looking at marketing surveys and studies from the past year, a few trends are clear, among them that buyers are firmly (and increasingly) in control of the purchase cycle.
Chuck Taylor's curator insight,
December 11, 2014 9:46 AM
SM continues to steal share of wallet for marketing budgets 
Marissa Sklar's curator insight,
December 11, 2014 10:07 AM
This article is very interesting and has statistics that make you think. did you know 86% of people skip through commercials on TV? Read this article for some interesting facts about social media! 
Autopilot Your Business's curator insight,
December 11, 2014 5:34 PM
This is a Big deal..... 3. Nearly half (46%) of people say a website’s design is their number one criterion for determining the credibility of a company.
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L2 conducted a study to assess the digital performance of 382 leading consumer brands in the world, drawing them from eight verticals across 17 platforms and concluded that they are active, on an average, on seven social platforms each. The researchers also found out that presence across lots of social platforms does not guarantee greater engagement from fans. It was also observed that local networks are capable of delivering better results in areas where they have a strong social presence instead of bigger sites like Facebook and YouTube....
Jeff Domansky's insight:
World's leading consumer brands have got different strategies and focus on various social media sites. But is it working in favour? A report with valuable insight for marketers.
Dean Ryan G. Martin's curator insight,
November 19, 2014 6:02 AM
A must-recommended read. These leading brands have already built a powerful offline advertising campaign. As expected and as by the help of social media, they must have attracted hundreds of new leads every month. 
Darcy Bevelacqua's curator insight,
November 19, 2014 4:57 PM
Social media strategy needs to be aligned to your business goals. Be sure to focus on doing a few things well before you expand. Not all social media is appropriate or helpful -choose based on your target audience and objectives.
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Most consumers (74%) say they generally trust educational material from a business as long as it seems objective and doesn't explicitly try to sell a product/service, according to a recent report from Kentico. However, trust is extremely fragile: Even just adding a product pitch to the end of an otherwise objective blog post or newsletter brings the credibility level down significantly, with only 45% of consumers saying they trust such content....
Jeff Domansky's insight:
What else reduces trust of content by consumers? The report says: "Other factors that make consumers skeptical about content from marketers include referencing things that can't be verified with other sources (46% say this prevents them from trusting information), leaving out/not addressing different perspectives (17%), and presenting information in way that hides it is coming from a company (15%)." Lots more valuable info in this good read. 9/10
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We’ve heard it time and time again: according to the Corporate Executive Board (CEB) almost 60% of the buyer journey is complete before prospects reach out to vendors. And according to Harvard Business Review, “Solution Selling is Dead” because talking about our products and our solutions are no longer good enough. It may even hurt us in the buying process. Why? Because our buyers are too smart. They see right through these self-serving tactics. They are looking for brands that put buyers first. They are looking for brands that know how to connect on a human and emotional scale. In fact, the Corporate Executive Board’s latest report shows that “emotion beats promotion” by a factor of 2 to 1....
Jeff Domansky's insight:
Michael Brenner offers compelling evidence that content marketing is critical for business success. Note CEB's important research advice: “emotion beats promotion” by a factor of 2 to 1." Recommended reading. 9/ 10
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