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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....
The key to a successful Twitter marketing strategy involves frequently studying the data you have on hand to inform your strategy moving forward. It’s easy to guess what kind of content will perform well if you know what has worked in the past. One of the best ways to dig into the data you have is to perform your own Twitter audit. Though the term audit may jog unpleasant thoughts of the IRS, you can leave your W2s in the shoebox under your bed. Instead, this article shows you how to pull, visualize and make sense of your Twitter data so that you can make informed decisions about your future strategy....
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....
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....
As content marketing becomes more and more mainstream, brands are increasingly realizing that they can’t simply “do content marketing” and call it a day. No, they have to do it right, and they have to know that their content is actually working. But what does it actually mean to have content that works? And is it driving brand favorability?
That’s a huge question that brands are struggling with, as recent data shows that 78 percent of marketers struggle to measure the ROI of their content marketing. With bigger and bigger budgets being thrown into the brand journalism space, it’s important that companies have a real statistic they can rely on to prove that their storytelling is worth the investment....
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....
Although content marketing has attracted SEO experts everywhere, 2015 will be the year when it will play a huge role in digital marketing. This is in part due to Google’s insistence on high quality content (as well as its inclusion in ranking factors); but also because this is what users today value most.
For all its glory, it’s surprising that many businesses don’t know to leverage it.
Wyzowl recently conducted a survey on content marketing and its usage. Respondents were mainly from the Advertising and Marketing sector, between the ages of 25 and 54. Now if you haven’t amped up your game, or you still don’t have concrete content marketing plans; let these numbers pull you out of your funk....
Content marketing can be one of the most effective ways to generate and convert leads, but it’s only effective if you make well-informed improvements to your strategy over time. And, of course, you can only make these types of improvements if you have the data needed to inform your decisions.
Effective content marketing is a synergy of two skillsets and you need to combine the science and data discipline of a scientist with the creative genes of an artist....
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?...
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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....
The best infographics of 2015 are some of content marketing’s finest examples of visually engaging content. As platforms for content continue to proliferate, it’s important to test new content types while also continuing to utilize those that have served you well in the past. Infographics might not be as sexy as vines or videos, but they are solid, tried-and-true options.
Since 90% of the information we take into our brains is visual, it makes sense that these are among the best content types to deploy. As Adobe’s Social Intelligence report noted, posts that have images are 600x more likely to be shared on social media and to receive engagement elsewhere.
Here are the brands and publications that provided us with the best infographics of 2015....
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....
I remember sometimes being a bit fuzzy with my answer to that question. I’ll have been really enjoying sharing and engaging with people, forgetting completely about the awesome stats and analysis at my fingertips. And knowing these social media stats can be incredibly valuable—for connecting deeper with my audience, for curating finely-tuned content, and for growing a following and a brand.
So where do you go for these important social media stats?
And what do you do with them once you’ve found them?
I’ve been fortunate to spend some time hunting, gathering, exporting, and exploring the social media stats for myself and for Buffer. I’d love to share what I’ve learned along the way about finding the best social media stats and creating some cool reports....
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....
This blog will detail how you can use a content pillar as your launchpad for microcontent.
First, let’s do a quick refresher about what microcontent is and what it can do.Think of microcontent as bite-sized information that counterbalances your high-value evergreen assets like whitepapers, eBooks, and case studies. Microcontent ensures a steady stream of original, real-time, and snackable content sandwiched between your content heavy-hitters. It’s meant to be super shareable and trackable.
Exceptional microcontent allows you to not only contribute to an ongoing and engaging conversation, it helps you own it, moving you closer to achieving your marketing and sales goals....
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..
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 believe that content marketing is in no danger of dying—at least not anytime soon, and certainly not before 2016. While the rapid growth of content marketing is similar to that of a temporary fad, the fundamental principles behind content marketing are anything but short-term. Content marketing is all about providing value to your customers and building a reputation, and those principles are never going to fade in importance.
The types of content that provide the most value and the steps necessary to achieve visibility for that content are going to change, and because of that, content marketing will change.
Overabundance Issues
One of the biggest problems content marketing is going to face in the next year is overabundance. Because content marketing is universally acclaimed as a high-efficiency customer engagement strategy, almost every business with an online presence is using it....
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....
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Good look at ROI on content marketing from Coca-Cola.