If the last 10 years have taught us anything, it's that virtually anybody can be an author, photographer, videographer, voiceover talent, or subject matter expert-thanks to ubiquitous tools like smartphones, blogs, and social media sites that allow everyday people to post and publish text, photos, video, and audio galore. Which begs the question for companies: Why not tap into these public resources more often as a free and valuable source of content for your brands and products?
Posted Sep 30, 2015
Content is a king. Marketers have been hearing this phrase for years, but in 2015 it has taken on new meaning. According to the Content Marketing Institute, 80% of marketers use content marketing to develop their online presence. Marketers should, at this point, understand that content marketing is not about writing and publishing text only. Content marketing strategy includes many different elements, such as content creation, distribution, optimization, analytics, and management.
Posted Sep 25, 2015
Trapit published the results of a survey on employee perspectives on content marketing and distribution. The survey revealed that 74.9% of employees identify some type of business benefit to sharing content on social media. Respondents indicated that brand awareness (42.7%), brand credibility (21%), and sales (11.2%) were the primary benefits of their efforts on social media.
Posted Sep 24, 2015
Many of the high profile examples of great branded content come from B2C companies like Red Bull or LEGO, but B2B brands are embracing content marketing as well. In fact, the CMI found that 86% of B2B marketers say they use content marketing. But when it comes to content marketings, B2B brands may have three very good reasons to partner with publishers.
Posted Sep 23, 2015
So much of the internet is about celebrating cats that I thought it was high time I finally gave mine the shout-out they deserve. For the past year or so, I've been schlepping to the pet store every week to stock up on cat food. I have two mature cats who are now (much to my vet's delight) on a wet food diet. Keeping up with this is expensive and time-consuming. It's also a bit confusing, trying to figure out how much to feed them--mostly because one is lazy and has a slow metabolism, and the other has always been more active. Apparently, I was getting it wrong, because the vet told me I needed to up their calorie intake.
Posted Sep 22, 2015
A couple of years ago, if someone asked you what you did for a living and you told them you were a "storyteller," that person would have nodded in pretend understanding while assuming you still lived with your parents. Now? A search of LinkedIn reveals that there are over 650,000 people with the word "storytelling" in their title. That's more than the entire population of Boston.
Posted Sep 17, 2015
Frequently, my colleagues are surprised by my reluctance to join in the fanfare around emerging social media apps. They know me not only as a social media enthusiast, but also as someone who has spent much of the last several years helping advertisers leverage social media to grow their brands. As a result, I'm often confronted with looks of disappointment when I do not share in the market's enthusiasm about the newest apps. Just because I might enjoy the latest app to hit the market, doesn't mean it's ready to be included in a serious marketing plan.
Posted Sep 15, 2015
What would Thanksgiving be without the traditional turkey and a cornucopia of vegetables? In 2014, Del Monte was looking for a way to strengthen its ties to Thanksgiving in customers' minds-specifically, for its green beans. The company decided to implement a content marketing initiative, teaming up with POPSUGAR to create a branded portal for content, but it also wanted to amplify that content's reach. Additionally, Del Monte needed assistance with content creation.
Posted Sep 14, 2015
In the wake of the growth of native, in-feed, auto-play video, Opera Mediaworks and comScore have partnered on an industry-first study on the subject to better understand ad effectiveness of mobile-first video for native environments to help brands drive more impact with their creative. The study found that brands and agencies are seeing meaningful results from mobile-first, purpose-built video ad creative. But the results also led to creative best practices for high-level native mobile video.
Posted Sep 11, 2015
Akoonu, Inc. announced the expansion of its content marketing platform. In addition to building and maintaining buyer personas and buyer's journey maps, marketers can now leverage Akoonu's integrated platform to capture, enhance, and update their brand identity and messaging.
Posted Sep 10, 2015
LiveHive, Inc., a sales acceleration platform, released research that shows the overwhelming majority of executives are more likely to respond to vendors with personalized sales outreach. However, more than a third (35%) of the executives say that they never, or not that often, receive any personalized sales outreach from vendors -- revealing a gap between the level of personalization delivered, and buyers' desired level of personalization. Harris Poll conducted this online survey on LiveHive's behalf in the summer of 2015 among more than 300 corporate executives at companies with revenues of $1 billion or more.
Posted Sep 10, 2015
Crescendo Content Marketing, a closed-loop B2B content marketing system, launched with the aim of helping marketers scale the content creation process and access actionable insights into how content is driving engagement and revenue. Built by marketers for marketers, Crescendo says it is a complete system that replaces the need for many point solutions used by today's marketers to publish, distribute, and measure the performance of content.
Posted Sep 10, 2015
The campaign will always be a major part of a company's strategy in both B2B and B2C marketing. With a history of being short-term, one-way push marketing initiatives, campaigns can be very effective in driving sales and are easily measured for ROI. Campaigns also generate spikes of engagement. But the nature of a spike is that it can suffer a big drop, leading to periods where there is no engagement at all. In that lull another brand could win customers' attention, one that markets more consistently over time. Putting in place an always-on content marketing strategy is easier said than done, but here are few basic points to consider.
Posted Sep 10, 2015
As of July 1, Jeff Haden's June 8, 2015, LinkedIn post, "7 Things Employees Wish They Could Tell Their Bosses," had grown to about 481,000 views, more than 1,800 likes, and 307 comments. Haden, a ghostwriter and speaker, is a LinkedIn Influencer. Similar to other Influencers, his posts often go viral. Most of those who are attempting to engage with an audience online, though, struggle to generate even 100 views. What can the masses learn from online influencers, whether they are the capital "I" LinkedIn variety or from a wider array of content outlets?
Posted Sep 09, 2015
gShift announced it has entered into a definitive agreement to acquire SiteCondor, an Austin, Texas-based technology startup that develops website auditing tools for digital agencies and content marketers. Terms of the deal were not disclosed.
Posted Sep 01, 2015
Time Inc. has put both feet into the branded content pool. It opened The Foundry, "a new content and creative collective that allows clients to tap into the powerful storytelling and immersive consumer experiences of the world's most iconic media brands" according to its site.
Posted Aug 31, 2015
ClearVoice, a content marketing platform and service solution, announced a "Creators Marketplace" and two content intelligence tools--"Influencer Search" and "Idea Lab"--as a part of an end-to-end content solution. ClearVoice says it bridges the gap between brands and content creators, fostering collaboration and enabling scalable content production. Companies can plan, recruit, create, distribute and measure all within a single platform.
Posted Aug 31, 2015
While marketing automation is a hot topic across industries, many marketers are daunted by the complexities of combining customer journeys, content strategies, and dense technologies. Marketing automation technology allows marketers to generate and nurture leads with sequenced, segmented, and automated campaigns that deliver content at scale, with minimal intervention. Automation can be used to dynamically change content; test messaging; and sequence messages and notifications. As with any marketing initiative, the goal should always be focused on providing content that benefits your customers. Here are some of the simplest ways to use automation to generate and nurture leads now.
Posted Aug 20, 2015
From the standpoint of a professional journalist, there's enough content out there to drive you nuts. Quantity over quality everywhere you look. But from an executive's perspective, this obsession with writing has opened up an amazing opportunity. The jump from user-generated to professional content is not as far as it used to be-and with the right prompts and guidance, you can direct all that writing energy to create a culture of content within your brand.
Posted Aug 13, 2015
As content marketing has grown, so has the availability of content recommendation tools that help social media managers keep their feeds full. Recently, Buffer and Swayy, two popular content recommendation tools, announced that they will be closing down their content recommendations. Users of those tools need not fear, there are others that can help keep your Twitter feed overflowing with helpful content.
Posted Aug 12, 2015
If you were born between 1982 and 2000, congratulations, you are a millennial. There are 83 million of you in the U.S. alone, making up 26% of the population and spending about $600 billion a year, with this expected to grow to at least $1.4 trillion by 2020. A marketer's dream, right? Not so fast. Unfortunately, "narcissistic," "lazy," "indecisive," and "immature" have been some of the words used to describe millennials. Not exactly the easiest people to deal with and convince to buy your product.
Posted Aug 10, 2015
Communication is one of the most fundamental elements of any business plan or strategy. Knowing how to leverage the different communication platforms at your disposal is key to making real connections with your audience. Whether the medium is your business' website, a news release, or internal document, the key message is similar, but the purpose and language used will differ. Social media is no different, but like the other tools you are using it must connect back to your brand.
Posted Aug 07, 2015
Demand for original content has likely never been higher and continues to climb. That's good news for the agencies and freelancers who are positioned to provide quality content; their numbers are growing exponentially. But because creating that content can prove challenging. And despite the large and continually growing number of content providers in the market, separating the wheat from the chaff can also prove challenging. There are many options to consider.
Posted Aug 05, 2015
David Meerman Scott, a well-known marketing strategist, coined the term "newsjacking," which he describes as "the process by which you inject your ideas or angles into breaking news, in real-time, in order to generate media coverage for yourself or your business." The concept makes sense, and we all know that a great way to gain relevance online is by leveraging hot topics and news items that are beginning to trend-but it's a competitive, and fast-moving, field. How do content marketers stay on top of the relevant trends and news in their industries to ensure they're curating and communicating fresh, engaging content?
Posted Jul 31, 2015
One panelist quoted a popular statistic that says 90 seconds is the sweet spot for videos aimed at Millennials. Not everyone was buying that, though. It's not that Millennials don't have an attention span-it's that they won't put up with your terrible content. If you don't capture their attention within 90 seconds, Millennials are going to bounce. Another panelist told an anecdote about the CEO of a large cable company saying something to the effect of, "I'm so sick of Millennials!"
Posted Jul 28, 2015