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Brands need a clear understanding of how content marketing contributors are performing. Without an accurate, holistic view of their performance, it's difficult to connect the right contributors with the right types of projects, and hard to use actual results to guide decisions. Contently recently launched a new page in the Analytics section of its platform highlighting key metrics for all contributors, including the number of people, overall engagement, average time, average finish, and attention time. Brands will see which contributors are resonating best with their audience.
Posted Nov 19, 2015
When it comes to content marketing, too many of us are guilty of breaking the cardinal sin: disguising thinly veiled sales pitches as "content." When you think of marketing like a first date, the problem with this approach is obvious. Imagine the person sitting across from you explains that they were captain of the debate and track teams, graduated summa cum laude from Yale, and founded their own company all before they turned 30. Impressive, right? Now imagine that they spend the entire date telling this story without asking you about yourself once.
Posted Nov 19, 2015
According to a new survey by Constant Contact, Inc., the majority of small businesses expect 2015 to end on a high note, with 67% expecting their annual revenue to exceed 2014 revenue. The economy remains an obstacle, however, with 46% saying it is still taking a toll on their business. Despite this, small businesses are maintaining a cautiously optimistic outlook, with 78% expecting 2016 revenue to increase (44% are expecting an increase of 10% or more; 34% expect an increase of less than 10%). The holidays, however, are invoking less confidence. When owners of B2Cs were asked if they expect 2015 holiday revenue to exceed 2014 holiday revenue, 40% said yes; 26% said no; and 34% were unsure.
Posted Nov 12, 2015
The customer journey reached a tipping point in 2014 when the volume of mobile traffic overtook desktop traffic. Forrester estimates that mobile and tablet commerce will top $293 billion in 2018. Mobile moments--anytime that a customer pulls out a mobile device--are redefining customer relationships according to Forrester. And, Forrester's statement couldn't be more accurate, "In an era of empowered, perpetually connected customers, you need your customers more than they need you. To succeed, you must get serious about the way you define, implement, and manage the customer experience."
Posted Nov 12, 2015
I spend a lot of time talking to companies about their content strategy. I'm happy to see that more and more companies are putting an emphasis on creating a road map for their content efforts, rather than putting something together and seeing what, if anything, sticks. Even with a greater awareness, marketers struggle to know what a great strategy looks like. Here are the seven steps I walk them through.
Posted Nov 10, 2015
The Content Marketing Institute's (CMI) 2015 reports on B2B and B2C (business-to-consumer) content marketing trends reveal some important disconnects among demand, effectiveness, and satisfaction with results. For instance, while 86% of B2B respondents indicate that they are using content marketing, only 38% say that their efforts are effective. While 83% say they have a content marketing strategy, only 35% have a documented strategy.
Posted Nov 09, 2015
Today's digital landscape is not too far removed from the baseball parks of 1998. We are bombarded with articles, blogs, videos, white papers, newsletters, emails, text alerts, and listicles clamoring for our attention. For years, we've witnessed this glut of content permeate every device and screen we interact with. Five years ago, audiences universally despised digital pop-up ads; whereas today, they are universally accepted in the interest of getting to the latest celebrity tidbit or thought leadership download.
Posted Nov 03, 2015
IBM announced the addition of six new Watson Ecosystem partners who are developing apps and services powered by cognitive computing. The new partners, Engage, Macaw Speech, Opentopic, StatSocial, Vennli, and Domus Semo Sancus, are developing use cases in the areas of call center support, speech telephony, content marketing, social media analysis, survey analysis, and risk management.
Posted Oct 29, 2015
Want to be recognised for your outstanding content? Then it's crucial you continually monitor the competition. From revealing opportunities, to highlighting failures; competitor analysis gives you invaluable insight into what works, and doesn't, as well as enables you to track how you're performing against others in the industry. Use these seven tips to keep a firm eye on the competition.
Posted Oct 28, 2015
Are you a journalist? Does a chill run up your spine when people start talking about "content"? Are you confused by the idea that working in a newsroom makes you a "content creator" and not just a reporter? Join the club. I talk to a lot of content experts, many of whom seem to think that creating a magazine/newspaper/news site is the same as creating "content."
Posted Oct 27, 2015
Proven sales pitches and promotional tactics that register with Baby Boomers and Gen Xers can bomb when directed toward 18-34 year olds. That's because, whether it's due to intrinsic fickleness, innate skepticism, or vexing demographic complexity, Millennials can be downright difficult to market to. But if you can speak their language and attract their eyeballs, you stand a better chance of engaging this increasingly populous and powerful consumer segment.
Posted Oct 26, 2015
We've all been there, looking at a website reading through the content and skimming it for the pertinent information. Halfway through we are so bored we check our phones to see if we have a text, a new tweet, or someone has liked our Instagram post. The truth is that it's easy to write boring content. It's tougher to take content that can be boring and make it interesting. In this post, we are going to take a look at how you can easily take potentially boring content and make it engaging.
Posted Oct 23, 2015
While it's common to hear about the impact of the internet on the attention span of young whippersnappers, in this case Millennials and Gen Z, the impact that the digital age has had on attention spans of people of all ages has been discussed ad nauseum. Just look at this Time piece "You Now Have A Shorter Attention Span Than A Goldfish," which recaps a recent study from Microsoft concluding that people (Canadians, to be specific) now generally lose concentration after eight seconds, down from 12 seconds in 2000.
Posted Oct 22, 2015
It's pretty obvious that Jerry Seinfeld knows what he is doing when it comes to the entertainment business. After Seinfeld wrapped in 1998, there was not much left to do. TV Guide labeled Seinfeld's collaboration with Larry David "The greatest TV show of all time."
Posted Oct 20, 2015
This example, though, is just good marketing. It's not really content marketing. It wasn't until I was on the site, a couple of days later, checking out after I received 10% off my order, that I came across a handy little site widget that caught my attention. I'd just fed the site my payment information and address, and it was now thanking me for my order. And in the sidebar, it was also offering me a list of parks near my house where I could go be outdoorsy.
Posted Oct 13, 2015
A picture may be worth a thousand words, but a video is worth significantly more. How much more? According to James McQuivey of Forrester Research, a 1-minute video is worth 1.8 million words. The big lesson here is that video matters-a lot. So much so that if you're not creating video already, you are missing out on big business opportunities.
Posted Oct 13, 2015
Native ads--ads that reside seamlessly within content, giving the appearance of editorial material--have become increasingly prevalent as consumer adoption of mobile technology has skyrocketed. These ads can take many forms, and marketers are always in search of the next new thing that will enable them to cut through the clutter to deliver an experience that not only will be different, but also will resonate with their audiences and, ultimately, drive sales.
Posted Oct 12, 2015
Business-to-developer (B2D) marketing is emerging as a priority for many B2B marketers. Developers are a vital audience, because they are the practical builders who design, develop, and maintain business-critical applications and services. And, the mobile enterprise business application market is expected to reach $61 billion by 2018. How can marketers reach developers, and engage, support and speak to them in a way that doesn't drive them running in the other direction?
Posted Oct 08, 2015
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