Content Marketing vs. Social Media
The second big mistake is misunderstanding the relationship between content marketing and social media. Content marketing and social media are not separate initiatives. Content is fire. Social media is gasoline. Use social to drive awareness of your content more so than awareness of your company. Like social and email, content and social should be working VERY closely together.
Content Marketing & Social Media Myths:
– Robert Rose CMI World Conference
Myth 1: Social Media is just a channel and doesn’t count as content marketing
While it’s true that social media provides additional channels to distribute your content, it shouldn’t be assumed that those channels should be ignored as their own unique marketing opportunity.
Instead of using social purely for content amplification, treat social channels as actual publishing platforms. Content marketing isn’t a cut-and-paste process; you’re best served by defining within your content strategy how you will uniquely adapt your efforts to social in order to maximize user experience and enhance your brand. The better your content fits into a social channel, the better it will be received and the better it will perform for you. –skyword.com
Myth 2: Social is not measurable
Social is extremely measurable, but first you have to do something that can be measured. Tracking URLs, visibility into your purchase funnel, unified customer databases can all answer that question: “are we making money at this?”
Myth 3: Company channels are your most important social assets
Social success is about people, not logos. If you add up the number of social connections of your employees, they almost always exceed the connections for your official company accounts. Activating your employees and decentralizing social media is the next phase of success.
Myth 4: Your content marketing should be about your products/services
Is a brochure “content marketing?” Is your content marketing a repackaged brochure? If your content doesn’t have intrinsic value – if it can’t stand alone as something people actually want, you’re not thinking hard enough. Make the story bigger, and create content that is related to your business, but isn’t 100% about your business.
Myth 5: Too much content will give away your secrets
A list of ingredients doesn’t make someone a chef.
Myth 6: The rules are different in B2B
Yes, the purchase funnel and some of the tactics are different in B2B. But the strategic thrust of content and social are the same regardless of what you’re selling.
SECTION 2 – FACEBOOK
Facebook is a free online social networking service that allows anyone who claims to be at least 13 years old worldwide to create profiles, upload photos and video, send messages, add other users and receive automatic notifications. Users can also join common-interest user groups as well as share, like and comment on posts. Users must register/login before using the site, which gives Facebook specific user information. This is a big part of Facebook’s pitch – that it has so much user info that it can more effectively target ads to those who will be responsive to the content. Most of Facebook’s revenue comes from advertising.
|Monthly active users worldwide
1.71 billion (50% 1-year increase)
|U.S. males 46%
All males 66%
|18-24 26.6||Users spend an hour a day on Facebook|
|25-34 33.2||Over 162.9 million U.S. Facebook users|
|35-44 26.1||1.13 billion active users logging in daily|
|U.S. females 54%
All females 76%
|45-54 23.2||On average, the Like and and Share buttons are viewed across 10 million websites daily.|
|65+ 12.5||67% internet users U.S. using FB
82% internet users U.K. using FB
Facebook for Brands
Demographic: Reach people by their age or gender
In 2009 the Facebook newsfeed was unrestricted, displaying every published story. Due to the heavily increased volume of content, EdgeRank was implemented as the newsfeed algorithm in 2010. This was a way to govern what ad content was displayed, and how high to display it based on affinity, weight and time decay. EdgeRank experienced many updates with the intention of displaying more quality content to keep users interested. “Give the people what they want” is a part of the idea, and this means that users do not want to be so aggressively targeted by ads. Organic and paid reach became two very important tools for brands. They should go hand-in-hand because they significantly affect one another, however this is not easy due to increased ad demand at a higher cost. EdgeRank has been replaced by a machine-learning based algorithm, making it more difficult and expensive for brand reach.
What you can do:
- Engage your audience with content more worthy of attention
- “Pay to play” with targeted ad
Publish Things that are More Worthy of Engagement
People aren’t using Facebook at all times to find products or services, which is why Facebook makes it harder to succeed with low quality content. Facebook is monitoring four things: LIKE your post, COMMENT on your post, SHARE your post, or CLICK a link in your post. If users aren’t doing one of these actions, Facebook thinks your audience is uninterested in your content and then they won’t push your posts out into the news feed. However, it is very possible to increase your organic reach and then combine the increase with a new understanding of Facebook ads. The goal is to craft posts that will ensure these actions are happening:
Graph Search helps you find more of the people, places and things you’re looking for and discover new connections based on what others have shared with you.
FOR BRANDS: Facebook Graph Search grants brands access to real-time conversations, identifying brand advocates, monitoring public mentions from user and tracking public opinions over time.
1. Be Relevant
- Know your audience – What do they want to know?
- Write about current events holidays or seasons
- Link fans to articles that their community will care about
2. Deliver Content that Interests your Fans
- Try posting different types of status updates, related and not related to your product and company
- Use Facebook’s Graph Search to learn about your audience
- Post specials only to Facebook fans through giveaways/offers/coupons
- Show your fans the fun! If it’s appropriate for your brand, go ahead and get a little weird
- Crowd source to learn what customers really want
3. Give Good Customer Service
- Use Facebook as a customer service tool
- Respond to everyone as quickly as possible. People like immediacy, but don’t forget to tag them to let them know that you’ve responded
- Sign comments with initials – fans are people, they want to know/feel like they are being helped and heard by real people too
4. Follow the 70/20/10 Rule
- The majority (70%) of your content that a page puts up should be brand – and business-building, meaning it’s information that is valuable to your followers. Content shared from other sources makes up 20% and the remaining 10% is self-promotional
5. Post Consistently
- Try to post at least once a day, but don’t overdo it. Too much content will only annoy fans. Answer first – when is my audience most likely to be engaged with my content on Facebook?
6. Be Clever & Story Tell with Video & Photos
- When fans scroll through the news feed, videos and pictures catch eyes more than text posts. Posting images can help increase engagement and shares and it has an 84% more click –through rate than text-based photos.
- Create stand-alone visual campaigns
- Incorporate fan-generated content
- Share your history – positive nostalgia fosters true emotional connection
- Tell the story behind your logo, mascot, choice of location or something else that makes your company unique
Facebook Ads – Pay to Play
Facebook has a cost per mille, or impressions (CPM) and cost per click (CPC) pricing structure. If brand awareness is the business goal, CPM is usually ideal as for a fixed price, as many people can be reached as possible. Facebook uses a Vickrey auction model, don’t bid too low. You may not reach enough people and, generally, you get what you pay for. If the business goal is conversions, more situations can be covered. This is the challenging goal that not only involves bidding, but also setting appropriate ad creatives and building a tailored audience. Ads will be shown in different placements on Facebook depending on the goal, targeting and creative choices. If someone in the target audience has a friend who likes your Page, that person might see your ad with the social context “Jane Doe likes this.” You can specify where the ad is placed, who sees it and the cost. There are three places you can place ads: News Feed and Side Bar on desktop or mobile news feed. Newsfeed has the highest CTR & Engagement and is great for driving leads and generating organic results. Side bar ads are low performances/low price and are good for retargeting. No matter the business goal, it is extremely important to continuously evaluate the strategies used.
Facebook Ads Targeting Capabilities
- Location – Specific states, cities, or zip codes
- Demographics – Age, gender, education, has children and more
- Interests – Reach people based on their interests, hobbies and Pages they like
- Connections – Reach people who are connected to your page
- Behaviors – find people based on their purchase behaviors, device usage and other activities
- Partner Categories – reach people based on offline behaviors they take outside of Facebook
You are able to pay to promote your posts as a way to reach new audiences through targeting, promote offers, news and special events. When you click Boost Post, you will choose your audience and budget.
Facebook Offers are posts about a special discount or promotion that can be created right from your page at the top of its timeline. An offer post is unique in that customers who claim the offer can redeem it either at a URL that you provide or in store, your choice. Once you create an offer, you are unable to edit or delete it. People have the option to share offers they claim with their friends, which means you’ll reach more people. When you set up an offer, you need to add a budget to promote it. You’ll be able to choose from different budgets, depending on how many people you want to reach. You can also boost your offer.
Targeting ensures your ad will be seen by the people you want to click on it – i.e., those who are most likely to engage with your content.
Three main targeting approaches – they can be used separately, or in conjunction with each other:
1. Demographic Targeting: the most straightforward targeting strategy with Facebook ads is demographics: age, gender, location, etc., as well as the more specific demographic categories like sexual orientation, relationship status, workplace, and education level.
2. Precise Targeting: Precise targeting allows you to show your promoted content exclusively to people who have expressed interest in your subject matter. Interest targeting is based on a user’s stated “likes” and interests, and allows advertisers to home in on their optimal content audience.
3. Broad Category Targeting: Allows you to target your ads to Facebook users based on, essentially, the categories those users can be placed in. Some examples include people whose marital status indicates that they are engaged, people who are expecting a baby, small business owners, etc.
Using Facebook ads to drive the right traffic to your content
There are strategies you can use to target your Facebook ads toward the right individuals, rather than sending them out into Facebook and crossing your fingers.
1. Custom Audience Targeting is when you import your existing contact database (RSS feed subscribers; clients or customers; newsletter subscribers; eBook subscribers, etc.) into Facebook’s ad tool. Facebook will find the user profiles that correspond with your provided email addresses, and allow you to target and adjust to those individuals.
2. Lookalike Audience Targeting: This method is useful for increasing your readership, but is currently only available through Google Chrome plug-in Power Editor or some third-party Facebook ad tools, and it requires an already imported custom audience. Facebook takes the custom audience you’ve defined and analyzes the demographic and interest characteristics of users, selecting the ones who fit the profile. Then it groups those users as a newly-defined “lookalike” audience.
- Create a lookalike audience from your existing blog subscribers.
- Select a piece of content — an eBook, white paper, case study, etc. — to make available for free for a period of time (ideally this should be content that you were previously offering behind an email gate or other form of pay wall).
- Create a Facebook ad that promotes this content and target it to your lookalike audience.
- Ensure the Facebook ad mentions the exclusivity or limited-time availability of your content.
Retargeting Lost Readers on Facebook
Google Analytics’ Real-Time traffic is a graph within the analytics tool that shows how many people are currently on your blog or website. Google can give you their country of origin and the specific page or article they’re currently on. What it can’t do is give you their name or email address so, when they inevitably leave your site, you wouldn’t be able to track them down and remind them they should keep hanging out on your site.
Facebook ad retargeting can. Although only available through third-party software providers, Facebook ad retargeting allows you to track your bounced blog traffic back to Facebook.
How it Works:
- Your chosen retargeting provider gives you a pixel that you can place within the code of your blog or anywhere else
- Web traffic comes to your site from any source (e.g., search, advertising, syndicated content, social links, etc.).
- Users check out your site, see what’s going on, and then bounce.
- As they leave, though, they trigger the pixel you’ve placed within your site’s code.
- When they return to Facebook, your content-oriented Facebook ad will follow them and show within their News Feed — driving them back to your content
Key Metrics to Monitor
- Reach: How many users are you reaching? If not enough or none, increase bid
- Frequency: How many times, on average, a unique user has seen your ad. When the ad has been seen too much, change the target or ads’ design
- Cost per Action: This is your main metric to understand if FB Ads are profitable for you. You should focus on lowering this value.
- Likes: Likes are just vanity metrics, very few people gained success due to likes. Look for actions like shares and engagement like comments instead.
Facebook is now a content publisher – not a community. It doesn’t see its competition as other publishers, especially online. It sees its competition as broadcast and spot TV: Nothing but TV has Facebook’s reach. That’s why the video ads on Facebook are becoming so critical. Facebook will help you build an audience you can reach, but you won’t get there with organic reach. Now, it is an ad play, not a social play. Brands must not only have really good content, but a plan that pays to play.
SECTION 3 – TWITTER
Twitter is an online social networking and micro blogging service that enables users to send and read short 140-character text messages, called “tweets.” Registered users can read and post tweets and can follow, favorite, share, “retweet” or comment back to other users. Twitter is proving to be a powerful tool for businesses.
- 313 million monthly active users
- 500 million tweets are sent per day
- 257 million monthly active users are on mobile devices
- Supports 35+ languages
- 66.8% of US companies with 100+ employees use Twitter for marketing
- 92% of companies Tweet more than once a day, 42% Tweet 1-5 times a day, 19% Tweet 6-10 times a day
- 76% of consumers expect brands to respond to their query within the hour, but the average is 1 hour 24 minutes.
- 76% of consumers are likely to recommend the brand following friendly service
- Tweets with images receive 18% more click throughs, 89% more likes & 150% more retweets
- 37% of Twitter users are aged 18-29
- 25% of Twitter users are aged 30-49
- 15% of all female U.S. internet users use Twitter
- 22% of all male U.S. internet users use Twitter
A message posted via Twitter containing 140 characters or less. To the right is an example of a tweet.
Tweet, tweeting, tweeted. The act of posting a message through a Tweet.
Bring a Tweet to a user’s attention by including their @username in a Tweet. This is called a mention and will appear to the @username you mentioned as well as to all of your followers. You can see who mentioned you in the mention section of your Twitter profile.
You can pass along someone’s Tweet by retweeting it. Just hit the Retweet button to send the original message to all of your followers.
Users often add the hashtag symbol (#) before words or phrases in their Tweets to categorize them for others or to organize conversations around a theme. Users can click on hashtags to see similary-themed Tweets.
Follow, Follower and Unfollow
To follow someone on Twitter is to subscribe to their Tweets in your timeline. A follower is another Twitter user who follows you. Top stop following another Twitter user is to unfollow them. Once you do this, their Tweets no longer show up in your timeline.
Your timeline is a list of real-time Tweets from the users you are following.
An @reply is a Tweet
Twitter for Brands
Advertising on Twitter just makes sense. People turn to Twitter to bring them closer to the things they care about, to get news, to learn, to have fun and to engage with brands. With Twitter you can:
- Link to content relevant to your audience
- Follow hashtags (#) to find people who follow a related topic
- Converse directly with followers
- Customers are now expecting immediate and personalized customer service via Twitter
Pay Only for Engagement
You’ll only be charged when people follow your Promoted Account or retweet, reply, favorite, or click on your Promoted Tweets. You’ll never be charged for organic activity.
- Set a budget – a daily budget for each campaign & you will never be charged more than what you want to spend
- Place a bid – Twitter’s pricing system is based on bidding – you see the max amount you’re willing to spend per follow or click. Twitter even gives you suggestions for what you should bid to optimize your campaign. You can adjust your bid at any time.
A Promoted Account is an ad that invites targeted Twitter users to follow your brand, which attracts more followers and builds a community. Followers engage, retweet, click through, continue the conversation and bring more like-minded followers. Once you have a follower, you can also continue to message these followers through both organic and Promoted Tweets.
On desktop, Promoted Accounts are displayed in a number of places like on the “Who to follow” page or on the home timeline on desktop and mobile, which looks like the image on the right.
Promoted Tweets are similar to organic Tweets. They can be retweeted, replied to, and favorite. Promoted Tweets can include links to websites, hashtags and rich media.
1. Promoted Tweets gain wider distribution than organic tweets, and you pay only when someone engages with them
2. You can target Promoted Tweets to non-followers
3. You can promote Tweets that were published organically or create Tweets that aren’t published to all of your followers first.
4. Promoted Tweets are clearly identified as promoted. Only one Promoted Tweet will appear in a user’s timeline at any given time.
5. Promoted Tweets can appear in home timelines, at the top of relevant search results, search results for Promoted Trends, on Twitter’s desktop and mobile platform.
Trending topics on Twitter capture the moments consumers care about most. Trends appear in a module on the left side of the homepage, and you can change locations to see what’s trending in different areas around the country or world. Promoted Trends are positioned at the top of the list for a 24-hour window and are clearly marked with a promoted icon. Trends come with a special dashboard that gives insight into Trend performance and other analytics
Twitter’s targeting options include:
- Geography – DMA or postal code
- Gender – tailor specific messages to men or women to increase relevance
- Behavior/ interest / device
- Keywords – can pin your promoted tweets and connect with users searching for specific keywords or hashtags or on users’ timelines
- Usernames / users like your followers
- Tailored Audience – using your own data like cookie IDs, emails and Twitter user IDs
Analytics – Track Your Results in Real Time
Twitter has its own free analytics tool, which allows you to get extensive real-time updates on your follower numbers and what they’re interested in. Each Twitter Ad product has its own dashboard that provides reports for all engagements that campaigns receive, which goes for organic media as well. The Promoted Tweets and Accounts dashboards provide:
- Performance metrics including:
- Impressions / Clicks / Retweets
- Follows, Follow Rates and Cost per follow
- Engagement Rate / Total Engagement
- Number of different tweets associated with the Trend campaign
- Metrics table: Shows the Performance Metrics graph in a sortable grid
- Target tabs: use to measure and optimize your spend on Twitter
Key Metrics to Monitor:
- Retweets – are followers engaging with your posts?
- Mentions – are followers engaging/reaching out or back to you?
- Reach – how many followers do you have? Do you need to find more ambassadors or start following and retweeting more users?
- Use @mentions and RT’s to interact with your market and thought leaders
- Respond to your @connects immediately
- Use contests and coupons
- Ask a question or give tips and tricks
- Quote/share an educational/funny article
SECTION 4 – INSTAGRAM
Instagram is an online mobile photo and video-sharing and social networking service owned by Facebook that enables its users to take pictures and videos, apply digital filters to them, and share them on a variety of social networking services like Facebook, Twitter, Tumblr and Flickr.
Growth (Via Business Insider)
- Grew its user base to 150 million monthly active users in half the time that it took Twitter and in two years less than Facebook
- 1,000 comments per second & 1.2 billion likes per day
- Fastest growing mobile social site
- Added Instagram Video 1 year ago
Instagram is largely made up of youthful demographics, with a significant skew towards women. More than 90% of Instagram’s active users are under the age of 35.
Instagram & Brands
The use of Instagram by brands has significantly increased. It has become a great opportunity for brands to get quick messages and photos to their target audiences, as users interact with image-based content more than any other form of content on social networks. Instagram’s photos show up on feeds not based on popularity, but based on pure timing unlike Facebook. It’s much easier to control who will see your message on Instagram, which is a big reason brands love using it. Here are five ways that you can use Instagram to achieve marketing goals:
1. Use Instagram profiles to reach a wider audience
The launch of Instagram profiles gives brands an opportunity to market on other devices beside mobile. Instagram pictures give your audience a better insight into your company. You can promote anything your company may be doing – from products/services to employees to customers to conferences
2. Create Engagement with Contests
Brands can easily ask users to use a particular hashtag for the contest by tagging their picture. It’s easy to search through pictures, ask other people to vote for their favorite picture and pick a winner. Contests can also increase your followers and engagement with your brand.
3. Reward Followers with Promo Codes
Your followers for looking at your pictures and reading the descriptions. For some companies, that’s a contest; for other companies, that may be including discounts or promo codes.
4. Feature Your Customers
Customers are your brand’s greatest advocates and are a great way to tell your company’s story from the perspective of someone outside the company.
5.Get More Interest in Your Events
Most conferences have a hashtag that attendees can follow on Twitter and Instagram that can be used to show others everything that’s going on, whether it’s visual or in 140 characters. Instagram Ads
SECTION 5 – SNAPCHAT
Snapchat is a photo messaging application that allows users to take photos, record videos, add text and drawings, and send them to a controlled list of recipients. Once opened, the message can only be viewed for up to 10 seconds before getting automatically deleted. 35% of Snapchat users use it because their content disappears.
Snapchat recently launched the Stories feature, which has seemed to solidify Snapchat as a platform for marketers. Stories is a collection of posts or “snaps” that can be seen for 24 hours.
- 9,000 photos are shared on average every second
- 60 million daily users
- Snapchat reaches 41% of 18-34 year olds in the US
- Snapchat users spend 30 minutes a day on the platform
- 54% of Snapchat users use it daily
- Age: 47% of Snapchat users are 18 to 24 year olds
- Age: 71% younger than 34
Brands & Snapchat
Since the launch of the Stories feature, more and more brands are finding a way into Snapchat’s market. However, Snapchat will only work for some brands, due to its playful format. So far, brands like Taco Bell, the NBA, Grub Hub, Forever 21, Audi, and NARS have been jumping on Snapchat to reach audiences. For example, Taco Bell has been using Snapchat to announce hints and the premiere of its newest taco by snapping images of people with giant taco heads. However, using Snapchat for B2B would be much more complicated.
How Brands use it
- Hosting contests
- Providing sneak peeks & exclusive content
- Offering coupons & discounts
- Going behind-the-scenes
- Using the Snapchat Stories feature
- Introducing new products
- Inviting fans to participate
Paid ads are available now, although most of Snapchat’s users are under the age of 25 and not a desirable audience for many brands. There is not a high enough concentration level of older millennials as on Facebook, YouTube and Twitter. There have been media agency complaints in regard to Snapchat’s lack of sales team training.
SECTION 6 – YOUTUBE
YouTube is a video sharing and social website owned by Google. YouTube provides a forum for people to connect, inform, and inspire others across the globe and acts as a distribution platform for original content creators and advertisers large and small.
- Over a billion users
- 6 billion hours of video watched per month on YouTube
- Over 300 hours of video are uploaded per minute
- Has launched local versions in over 88 countries
YouTube and Content Marketing
Businesses are flocking to video content marketing as an efficient and wickedly effective content tactic. But the focus on making the video often shadows the marketing of it. And winning followers on YouTube requires different strategies than doing so through other types of content marketing. 74% of B2B marketers use YouTube as a part of their content strategy.
Great video content + many videos = more subscribers + higher SEO rankings
1. Produce a lot of sharable content
The best YouTube content marketers produce more content.
- Design it to be sharable
- Tell a story
- Shorter is usually better
- Remember search
- Make it easy to share (share buttons)
2. Integrate YouTube and web content:
The most effective video marketing programs create a symbiotic relationship between their two owned media platforms: their YouTube channel and their websites.
A YouTube embed is not just web content – it’s very important (Google-wise) web content. Integrating YouTube video increases search results.
3. Engage your community with YouTube:
Audiences are about 10 times more likely to engage, embed, share, and comment on video content than blogs or related social posts. This makes YouTube a powerful social media platform, not just an online video repository.
- You can hyper-target your audience and use AdWords multi-formatted YouTube campaigns to make sure the content you’re putting out is the right content for your target audience.
- Be responsive, ask questions and solicit responses to support commenting activity, and use external annotations and other effective call to action management strategies. Post regularly and keep an organized, user-friendly YouTube channel page.
Old Spice lit up its brand through a YouTube campaign that delivered videos in response to community feedback. The community responded by extensive sharing and video embeds. The result? Increased sales by 107%.
4. YouTube Advertising:
Paid media is a critical part of effective video content marketing. YouTube TrueView ads are not the same as Google AdWords. YouTube advertising can deliver 10 times the click-through rates when compared with traditional AdWords and video ad networks. It delivers results through diverse hyper-targeting options: contextual, behavioral, geo, retargeting and search.
YouTube advertising is meant to drive both engagement and calls to action. Increased engagement leads to increased sharing, which leads to increased sustained long-term views and social interaction. Below is what TrueView’s Promote Your Video steps look like.
YouTube is no longer just a nice-to-have marketing platform. It’s a must-have video content marketing engine. More importantly, YouTube and online video respond very positively to effective, actionable and well-targeted video content marketing.
According to a blog post by, Vanessa Pappas, the Global Head of Audience Development YouTube, these are the five most commonly misunderstood fundamentals about creating content for YouTube:
Myth #1: Virality is the only measure of YouTube success. The most successful creators release episodic series to generate high sharing and viral activity, as one video will often break out and then introduce massive audiences to the entire series.
Myth #2: You can only be successful on your own. While brand advertisers should optimize their own channels for discovery, authentic collaborations with YouTube creators can be a hugely impactful way to help new viewers discover their brands.
Myth #3: All videos must provide utility. Although how-to and informational videos play a key role in a content strategy, tapping into the cultural moments and memes that your audience is a part of on YouTube is an integral part of reaching new viewers.
Myth #4: People will watch your video where you want them to. In reality, a significant percentage of your audience will discover your video from a social feed, search result, or a related video placement. You’ll know you’ve done your job when every episode of your show can be fully appreciated by a first time viewer.
Myth #5: To keep viewers interested, you need to constantly reinvent your videos. Most top creators agree that consistency is crucial to success on the site. Stay true to who you are and be consistent – in format (a recurring series), elements (intros and outros), and voice. This will set a clear point of view that accurately reflects your brand and keeps your fans coming back for more.
SECTION 7 – VIMEO
Vimeo is a U.S. based video-sharing website on which users can upload, share and view videos. Compared to YouTube, Vimeo is a less trafficked site. However, Vimeo has a loyal community and is often called the YouTube of the business world.
Vimeo is a niche creative community of people (filmmakers, their fans and quality content producers. The video quality and presentation is much higher than its competitors. The layout is clean and uncomplicated with a flat aesthetic and the video player is much larger than YouTube. Vimeo was also the first video sharing site to support consumer HD. Unlike YouTube, Vimeo does not offer ‘related videos’ from your competition once your video is done playing. Vimeo is also ad-free, commercial-free, as well as gaming and non-user generated content-free.
- 965 mil. (0.98%) share of voice
- $40 mil. Yearly revenue
- 100 mill+ registered, active users
- Over 170 mil. avg. monthly viewers
Vimeo and Content Marketing
- Build community over mass consumption – make sure to interact with the people leaving comments on your videos. It’ll increase the chances of viewers returning and sharing and may even result in collaboration, relationship building or lead generation.
- Customize – As far as the player goes, it’s completely customizable with a paid account. You should use this to your advantage and brand the player.
- Maintain Integrity – If you’re producing quality, informative content and you want it to be displayed with integrity give Vimeo a try. For truly viral content, go with YouTube.
Vimeo offers a free, basic account, a plus account for $9.95 per month, or a pro account for $199 a year. The pro account allows businesses to get their own professional video set up for the whole year. This service comes with custom templates for showing off video in a portfolio style or for brands wanting their own totally branded video content page. You can even add your social media icons there as well. To the right is an example of Whole Foods Market Branded Channel promoting their new online magazine called Dark Rye.This type of video animation is a process where a creative story and storyboard with pictures and text is drawn on a whiteboard (or something that resembles a whiteboard) by artists who record themselves in the process of their artwork, speed it up, add audio or voiceovers and then export in video format.
This unique format is able to hold audience’s attention as it brings stories to life through a fluid sequence of animated drawings with the feel of a real story teller guiding them along the way. Unlike photographs or even clip art, drawings have personality and are unique to the drawer’s own perspective. With the clutter of videos from marketers today, this method of storytelling is refreshing, fun and engaging to all audiences.
SECTION 8 – PINTEREST
Pinterest is a visual discovery tool that people use to collect ideas for their different projects and interests. People create and share collections (called “boards”) of visual bookmarks (called “Pins”) that they use to do things like plan trips and projects, organize events, save articles or recipes, find/learn about services and products.
Best time to post in the evening: 8pm – 1am EST
- More than 100 million active users
- Users are on Pinterest for:
- Storing links/wishlists
- Cooking inspiration
- Brand promotion
- To connect with others
- To relax
- Because everyone else is on Pinterest
- Gender: female
- Percent who have children: 50%
Pinterest Users (via Pinerly)
- Women account for 57% of shares to Pinterest
- Moms are 61% more likely to visit Pinterest than the average American
- 50% of users are parents
- About 73% of active users are neutral to positive about the arrival of Promoted Pins on Pinterest
New tools for businesses
Pinterest created business accounts allowing businesses to help people all over the world discover and collect the things they want to buy and create. Here’s what it looks like:
1. Create a business account
2. Verify your website – show pinners you’re a trustworthy source
3. Add the Pin It button – make it easy to Pin from your website or blog
Pinterest created a self-service dashboard, which allows brands to pay for Promoted Pins. Currently, Pinterest is still in the testing phases, only US – based businesses are allowed priority access to Promoted Pins. They work just like regular pins, only they have a special “promoted” label, long with a link. So far, only some big brand names like Kraft and Nike have tested with Promoted Pins as the cost per thousand impressions is about $30 and Pinterest requires a six-month long commitment.
Promoted Pins operates with a cost-per-click structure.
Once you verify your website, you can get analytics. In your analytics you will find:
- Most recent – a real-time feed of Pins that people are adding from your website
- Most repinned – shows you which Pins are getting the most repins
- Most clicked – which pins are getting the most click throughs
- Export data
- Promoted Pins can be placed in 32 different categories such as “Animals
- “US only,” “user location” and “metro-city level,” thus allowing Pinterest to attract local merchants — like a boutique clothing shop — in addition to national chains.
- Promoted pins will also be targeted based upon device
- Advertisers will not be able to target users based on age
Other Ways to Engage on Pinterest
1. Know the Topics: Engage your audience with pins they will care about.
2. Viral Visuals: You want your brand to grab attention instantly. The best way is through awesome images because 44% of people are engaged in social media through pictures, not words.
3. Give Valuable Information: Users go on Pinterest for solutions and ideas, so help inspire users and solve their problems.
4. Tell Your Story: Create a board about your company’s Pinterest story. Turn your boards into narratives and share images from behind the scenes company activity.
5. Watch the clock: timing is especially important around season changes or holidays.
6. Keep Captions Concise: Users turn to Pinterest to avoid the constant status updates and plethora of unorganized information that they usually get from Facebook.
7. Have a focus: Your brand’s boards should each have a clear vision, subject area, target audience and eye catching visual.
8. Include a variety of pins: Don’t just pin your own products and about your services. Mix up your boards and pin from a variety of related sites and blogs.
9. Plan a contest: Pinterest contests are growing among followers. Parago, Inc. found that, 57% of people participate in a social media contest to receive an exclusive rebate.
SECTION 9 – LINKEDIN
LinkedIn is a social networking site designed specifically for the business community. The goal of the site is to allow registered members to establish and document networks of people they know and trust professionally. The site now offers brands advertising solutions. Users are able to create free LinkedIn accounts and can also upgrade to a premium account, which allows you to send InMails to reach anyone on LinkedIN, get additional search results and more info on who’s viewed your profile.
- 450 million users
- 128 million U.S. users
- 106 million unique monthly visits
- LinkedIn is responsible for a staggering 64% of all visits from social media channels to corporate websites
Best time to post in the evening: 8pm – 1am EST
- Gender: female 41%, 59% male
- Education: college 50%, grad school 28%
- Age: 25-34 22%, 35-44 21%, 45-54 22%
- Income: $0-50k 32%, $50k-100k 31%
Use LinkedIn’s platform to:
1. LinkedIn provides great targeting options, including the ability to target by job title, employer, role, skills, and interests
2. LinkedIn profiles contain more detailed and up-to-date “professional” information compared to what people list on their personal profiles on Facebook
1. Bring your content directly to your audience
- Two types of campaigns: Sponsored Updates & Content Ads
Ad Destination: Link your ad to either a LinkedIn profile page or an external URL. If you are driving traffic to your website, it is recommended that you tag your URLs so that you can measure the engagement and quality of traffic in your analytics platform
Ad Design: Create your headline and description: 25-character limit for headline and 75 characters for description. You can also add your imagery here.
Ad Variations: You can create multiple variations of ads. For each ad, you can choose either an external URL or a page on LinkedIn. The choice of location does not affect the price.
Push not Pull Advertising: This means that your audience is not actively looking for your product or service, so you have to work harder to make sure your ad stands out and captures the user’s attention. For example, question-style headlines get better engagement than statement headlines.
Pricing: CPC (cost-per-click) and CPM (cost per 1,000 impressions). The cost-per-click model has a minimum CPC of $2 — which makes it a higher cost network than Google or Facebook. LinkedIn also offers a suggested bid range to reach the top position.
2. Build an audience by utilizing LinkedIn Content Hubs
Company Pages – showcase your organization’s most important content and ideas, as well as your products and services
Slideshare Channels – Drive the awareness and sharing of your presentations, white papers and video content with SlideShare
Groups – Build interactive communities by showcasing thought leadership, engaging customers and prospects, and gaining feedback and insights
By building your company page, content marketers can deliver personalized content to receptive audience segments. LinkedIn is a ripe playground for B2B content. Spend some serious time optimizing your brandpage.
-Mike Weir, LinkedIn’s Global Head of Category Development for the technology industry
1. Your content is a conversation, not a billboard. Make sure your content is interactive.
2. Consider enhancing your content marketing by including Sponsored InMail and Display
- Ask questions
SECTION 10 – SLIDESHARE
Also known as “YouTube for Professionals,” SlideShare is a free slide hosting service owned by LinkedIn. Users can upload files (including video and pdfs) privately or publicly in various formats and then easily viewed from devices or embedded. It dominates as the world’s business content-sharing platform. B2B content marketers can benefit greatly by taking advantage of the combined power of LinkedIn and SlideShare.
– Todd Wheatland, VP, Though Leadership & Marketing, at Fortune 500
- More than 60 million visits & 120 million page views – every month
- Joined LinkedIn in 2012, & has since grown populated with professional content
- Over 18 million uploads in 40 content categories
Slide Share & Content Marketing
Self-promotion is out; Serving with Knowledge is in. The online revolution has changed the way people buy. People are searching for their own solutions to problems instead of seeking out salespeople who can teach them about products and features. To succeed in this new environment, it is necessary to create outstanding content targeting those potential clients, and have it visible in those places those prospects are online. Imagine your potential with Slide Share—
- Add audio narration to slide decks
- Load “tall” docs like reports or infographics
- Upload HD video/run live streaming video presentations
- Embed a real-time feed of your company blogs
- Outstanding SEO
- New potential consumers that trust clicking to websites from SlideShare versus Google.
- Seamlessly integrate an educational social media strategy (presentation) through Google+ Hangouts
- Lead generation through purchase of SlideShare pro
SECTION 11 – BLOGS
A blog offers an easy way to present brief chunks of frequently refreshed Web content. Backed with easy-to-use technologies for syndication, comments and trackbacks, blogs are often the blazing centers of social media solar systems that can incorporate sophisticated SEO strategies and community-building campaigns. Blogging is for…
- Businesses eager to build communities around relevant issues/topics
- Using the blog as a repository for your social media strategy
- Improving search engine rankings (search engines LOVE blogs)
-The Sales Lion
Top Five Reasons You Should Blog
1. Blogs provide branded context for your content and social media content. As part of your firm’s owned media, blogs offer a branded context for your communications through the use of blog design elements that can be exported with the content.
2. Blogs facilitate content distribution through multiple channels. Blogs can expand your message delivery through email and RSS feeds at no additional cost. Blog posts can also be automatically collected into email digests.
3. Blogs integrate your brand into your content marketing and provide metrics for tracking. Beyond the blog’s branded context, blogs create a blog personality with a unique voice. They offer communications transparency and the opportunity to write in a conversational tone that makes your brand feel “human.”
4. Blogs are part of a company’s owned media. Blog content is owned by your organization and can be integrated into your website and social sites.
5. Blogs enhance search optimization.
Preparation & Strategy:
What are your blog’s business objectives?
- To build the brand by providing content to support your offering and engage prospects
- Expand reach by offering prospects solutions to their service needs through a variety of content forms such as checklists and how-to-videos
- Support sales by giving potential buyers useful information
- Spotlight thought leadership
|Management||Don’t let other blogging sink to the bottom of the priority list|
|Marketer||Your blog should support your marketing efforts|
|Content Creators||The best content creators are subject-matter experts who can and want to convey information related to your offering and company|
|Editor||Someone must guide the content direction so that it’s not just a vehicle for pushing marketing promotional messages.|
|Creative||Creative resources can be important if you’re using visual content that needs to be developed specifically for your blog. Also, you may need additional photography or videos.|
|Analytics Support||It’s important to track your results. This work can be incorporated into your on-going web analytics.|
1. Speak to one target audience – who is buying what you’re selling and write a blog psot for them.
2. Be short and sweet – 400 – 1,000 words
3. Say something useful and interesting
4. Be a show off – Don’t tell readers your company is awesome; write great content so readers are the ones who say your company is awesome. Use concrete, specific language and examples in each post to build trust with your readers
5. Have a compelling title and leading paragraph
6. Include a Call to Action – event if it’s just a call to comment or connect on Facebook
7. Pics Get Clicks – support your text with images
What “type” of post you write matters, because how you organize and communicate your incredible insights can make all the difference with your readers
- How to posts
- Narrative story posts
- Sectioned posts that use a series of sub headers
- The monologue-style video posts often used for Q&As
What You Can Do After You Post
To help you get your content noticed here is a list of tasks you can do:
1. SEO / Keyword integration
Your content may be fine as is, but a little keyword research and integration can have a big impact on search engine rankings and traffic. Go through your content and pick out the main topics covered in your post. After doing some quick keyword research, go back to your content and try to beef up your post title, content, meta description and tags with more popular terms/phrases.
2. Status updates
Don’t just type your blog post’s headline into all of your social site’s status boxes, include your shortened link and call it good. Each social site is a bit different (social etiquette, environment, audience demographics / psychographics). Tailoring your status/headline for each community will make a big difference. Also paying to boost can help reach your audience. Don’t forget to ask your followers to share or retweet the link.
3. Content teasers on other sites
Most social networking sites and online forums allow content promotion as long as it’s valuable, relevant to the community, and not blatant self-promotion. A great strategy is to write a compelling headline or question as your post title, then include some thoughtful commentary followed by your shortened URL. Lastly, ask for readers to provide feedback on the forum to continue the discussion.
4. Social Bookmarking
Although it’s not as powerful as it once was, posting your content to popular social bookmarking sites can still be a great source of traffic, back links and overall exposure. Think of social bookmarking as peer-reviewed content. If others bookmark/digg your content, you will have more exposure and more opportunity for others to link to you or reference your content on their sites.
Bookmarking sites: Digg, StumbleUpon, Delicious
5. Seek out and comment on other blogs with similar topics
Engage with people who seem to have relevant interests by providing helpful, valuable comments on other blogs that are interested in what your company posts about. This can be a great way to generate traffic, develop relationships, build a following and add back links. If you’ve just finished a blog post on a topic, now is the perfect time to do a quick search to find other blog posts on the same topic. Are the other posts lacking something that you covered in your post? Add your viewpoint in a genuine, non-self-promotional way. However, don’t forget to respond to your own reader comments and questions as quickly as possible first! This will show that you value their input.
6. Email signature
Another powerful little technique is to add your latest blog post headline to your email signature. Many email platforms now have nifty little apps (Wisestamp for Gmail) that will pull your latest blog post headline into your email signature automatically. Do it manually if you have to. You never know when a prospect, vendor or client might read a post that sparks a conversation or creates an opportunity.
7. Share your blog post with target customers
You’ve just created a blog post that you know would be beneficial for certain customers. Send them an email with the shortened URL and a note, “thought this could really help you.” Then check the analytics to see if they clicked on it.
8. Add your blog post to your next e-newsletter
If you have an e-newsletter, you should be incorporating at least some of your blog content. Include a few post headlines and see which posts get the most clicks. You may just find that you need to do some follow-up blog posts on a topic that received a lot of clicks.
9. Ask other bloggers to mention your post
Building relationships with other bloggers in your space and asking them to blog about or link to your post can be a great way to expand your reach. Reciprocating promotional efforts can have a big payoff in the form of high-quality back links and jumps in search engine rankings, blog traffic and subscribers.
How to Integrate Your SEO and Social Media Strategies:
Even great content can go unnoticed. Don’t solely rely on search engines and a handful of subscribers to pump up your volume, establish syndication connections and plan for some targeted promotion to ensure that each piece of blog content gets noticed by key influencers and your ideal customers.
1. Frame your social media marketing in terms of keywords
It’s not enough to think about what types of content your follows (or the people you would like to be your followers) are interested in. Think about the specific keywords or keyword phrases those people are actually searching social networks with.
2. Align social media and SEO Keywords
Cross-check that list of social keywords or phrases against your SEO keyword bank. Then leverage the resulting duplicate keywords across all your marketing channels like from your Facebook page “about” section and LinkedIn company. This will double the targeted strength of your outreach.
3. Integrate social media deeply into your website
Social sharing tools should be enmeshed in your site architecture.
- Add social media profile badges to your home page, e-newsletter, and to individual blog posts
- Add customized social media widgets to page sidebars and commenting functionality
- Include links on each of your social media profiles to your other social profiles
4. Leverage your blog as an SEO and social media driver
Your blog post has rich potential. Strengthen your search engine rankings and your social media reach and engagement by doing the following:
- Post strong, original content and promote it “early and often” on social media using keywords streamlined with you SEO practice Note: the way you promote a blog post on Twitter will be worded differently than the way you tease it on
- Facebook – there’s no limit to how many times you can distribute each piece, as long as you do so tastefully and over a long period of time.
- Create relevant internal links within every blog post you publish
- Use your blog to build relationships with other industry blogs
5. Measure success and adjust using metrics
Monitor your website and social media activity and align reference points to get a sense of your hits and misses. The goal is to see upticks in engagement on social in addition to conversions on-site.
SECTION 12 – TUMBLR
Tumblr, owned by Yahoo, is a prodigiously fascinating micro-blogging and social networking platform that has seen significant growth in the last couple of years making it a content force worth examining. What differentiates Tumblr from competitors like WordPress (#1 blogging platform) and Blogger (#3) is that Tumblr is both a content posting platform and social/exploration hub and that allows users to share snippets of information, pictures, and other rich media all for free. Users can follow others’ blogs, as well as make their blogs private. It also provides rich features in the dashboard interface that are user friendly and enhance content quality.
What You Get When You Tumble
Tumblr is proving to be a great addition to content marketing strategies because users find it to be a mashup of the best features of the most popular social networking and blogging sties. Tumblr’s blogging functionality makes it a WordPress competitor, but stands out to users who prefer more visual content. Tumblr is considered a micro-blogging tool, because it combines smaller blog posts with significant amounts of rich supporting media. Longer content forms can be seen more often on sites like WordPress. Tumblr is like Facebook because of its social features like hashtags, followings, sharing and liking of other users’ content. Like Twitter, Tumblr allows you to discover new content using hashtags. It is also like Pinterest because of its image management, but it is only one blog page instead of multiple boards. Tumblrs’ images are also like Pinterest and Instagram, because images are huge and take up most of Tumblr posts, which can also include video or audio. Video content is popular on Tumblr, where videos under 1 minute in duration outperform longer ones.
- Over 300 million blogs are on Tumblr
- Over 137 billion posts
- 42% of traffic is from the U.S.
- Available in 16 different languages
Brands and Tumblr
Tumblr allows you to go really deep into your chosen subject, as well as allows you the advantage of posting any kind of content and zooming in on a specific target audience and using their language, which is why brands are implementing Tumblr into their content strategy.
Tumblr’s Brand Stories, offer a simple, but elegant way to amplify a brand story to a growing community. Sponsored Posts are Tumblr posts that give you a large amount of exposure throughout the platform. Whether in-stream or on Radar, billions of people are able to see these posts on the Dashboard. Unfortunately for Yahoo, Tumblr has seen a drastic decline.
Sponsored Mobile Posts
This ad type is strictly for the mobile app. Paid ads embark the entire screen when users view them on their timeline. These ads are sold on a per post basis.
Sponsored Web Posts
Web In-line posts are shown in user timelines when they are viewing their dashboards in a desktop browser and are sold on a per post basis.
Blogs must add valuable content to the Spotlight page in order to be considered. These are curated ads and are sold on a per week basis.
Sponsored Radar on Dashboard
Tumbler Radar ads are considered to be the top ad type. Placed on users’ dashboards in premium space, they are sold on a per impression basis.
Sponsored Trending Blogs
This mobile-only placement gives you center positioning among the latest topics and blogs on the explore tab of the mobile app. No new creative assets necessary – just provide a description of your blog and choose three of your most recent or popular posts. This is a good way to introduce yourself to the community.
Targeting & Pricing
With Tumblr, you won’t be able to get access to the level of targeting features and analytics you can with Google AdWords, or even Facebook advertising. But depending on your audience and your company’s own use of Tumblr, Tumblr could be worth investing in. The sponsored post products require a $25,000 commitment
Content Marketing Tumblr Tips
1. Choose your format wisely
Photos and audio are the most popular content on Tumblr, which content marketers can use to their advantage. It’s fine to recycle content you already have into something that is more likely resonate with Tumblr users like compiling a few frames from a video to create an original animated GIF. It is important to remember that the content audiences seek out on the Tumblr platform should not necessarily be the same stuff you’re using on Facebook or YouTube.
2. Follow your fans, and share their content
Following your consumers is important as it shows your brand is listening and appreciates what they have to say. Tumblr does not display following counts, which is good for brands not having to worry about public perceptions about its numbers. Allowing consumers to freely media and other re-imaginings of your products on Tumblr can also help foster a sense of community.
3. Incite an Emotional Response
Tumblr is a visually stimulating and elegant platform that makes it easier to sometimes incite an emotional response with photography and video than with words. Invoking a high emotional response makes for sharable content.
SECTION 13 – E-NEWSLETTERS
E-newsletters are publications that are regularly developed and distributed by businesses and organizations based on topics that interest customers. The email newsletter is key for keeping in touch with clients, nurturing leads and gaining new traffic. They should be designed to look appealing and simple to navigate as well as mobile friendly.
A new generation of content is now emerging that does more than present content for visitors to passively read or watch. Content can now be delivered in interactive formats. Digital tools like Ceros and Uberflip help you create beautiful, interactive content experiences without developers.
If you send out email newsletters, do you have a consistent schedule for your email newsletter? Do you have a plan to repurpose some content in your blog and post on social media?
Design and layout
Even if it has the best copy in the world, a poorly designed template can turn off your readers. Is it mobile friendly?
There are tools that now allow you to create and send higher quality content that is interactive, mobile friendly and engaging. Good content means rich imagery and videos with engaging, brand-true script that supports the sharable body content.
For your subject line, craft one that’s compelling, related to the newsletter content and makes the recipient click and not hit delete. Try to draw on emotions or general curiosity
Calls to action
- Add icons and links to connect with you on social media
- Invite your reader to an upcoming event
- Ask the reader to subscribe for their own updates if someone forwarded the email to them
- Welcome feedback
- Add links to other relevant content like articles or blog posts
How do you get your existing subscribers to share your message? Ask them to share it with someone who will benefit from it. Give them many options to share it like adding an email or share button.
Also check out email newsletter services like MailChimp – the most popular service on the Internet right now. MailChimp offers free templates (if you don’t have your own code), which are tested and optimized. You can send 12,000 emails to 2,000 subscribers for free without any contracts, and no credit card requests.
According to April 2016 email response data for MailChimp for Marketing and Advertising:
Click through rate=2.06%
SECTION 14 – CANVA
The digital authoring experience, an experience that allows anyone to create engaging, high quality, visual content, is emerging as a new trend. Historically, the best visual content had to be created by highly skilled professionals and required complex and expensive suites of tools with unlimited options and features, not to mention a lengthy amount of time. This was great for the most imaginative and dedicated visual artists, but often paralyzes the productivity of design mortals and smaller, more limited marketing/social media teams.
However, a new class of tools is emerging that offer a simpler, leaner approach to creating visual content. These tools enable marketers to design compelling and powerful visual content. One particular tool is Canva. This tool brings marketers quality design capabilities without the complexity of traditional design tools. It’s also free.
Creating with Canva
Canva is an online-only image creation tool that gives social media/content marketing practitioners the ability to quickly and easily create simple yet attractive images to boost their content marketing/social media initiatives. It also gives them access to hundreds of pre-made samples, icons, clipart, photos, and text design templates to keep the creativity high even as it reduces the complexity. You can start with a blank slate or use one of the templates offered (as shown in the picture to the right).
Canva offers a variety of template and specs such as real estate flyers, social media, presentations, posters, Facebook covers, Blog Graphics, Kindle Covers, Pinterest Pins, Google+ Photos, Twitter Headers, Document Page Titles, Cards, Photo Collages, Business Cards, Invitations, Facebook Ads, Facebook Posts and more. You are also able to create custom sizes from blank templates.
Posting and sharing highly engaging content involves highly engaging visual content as well. Canva allows social media/content marketers to quickly add high-quality and custom visuals to social media, blog posts or other lead-gen tactics. For example, Canva’s custom header image would be a great visual addition to a blog post. The header template’s dimensions are similar in size to the Facebook header, which is another great use for this tool. It adds value to the content much more than a generic stock photo would have and it only takes 15+ minutes.
– Tempo Creative
SECTION 15 – TACKK
Tackk is another digital authoring (free) tool that provides you with a platform where you can create high quality content by combining text, images, audio and video. Tackk allows you embed or upload media, enter text and then customize the appearance as much or as little as you want. Then you can share it via the Tackkboard or other social networks. Tools like Tackk and Canva eliminate a lengthy creation process, complex and expensive tools as well as precious internal/external designers and programmers’ time.
Creating & Sharing with Tackk
Tackk is a place for those whose role it is to create and share extensive amounts of high quality content and social media on a daily basis. Tackk is used and viewed as a step above Twitter and a step below a blog. All the media you create on Tackk isn’t “locked in” to the service, as in, users don’t need to create a Tackk account to start making content, and they can post their content to social networks, as well as download the content as a PDF. Although Tackk is careful not to present itself as another social network that wants to keep you and your content on lock down, it has introduced some simple social features such as profiles and the ability to follow others. Once you are finished creating a Tackk you can easily share the Tackk on your website, Facebook, Twitter, Pinterest, Google+, LinkedIn, email and more. You can also share like, comment on and share other Tackk’s directly from the tack.
Tackk for Brands
Brands have the option of creating a partnership with Tackk. Victoria’s Secret PINK has engaged customers by creating branded content using a brand custom domain. Users would have to be on Tackk in order for a brand to see benefit from adding a Tackk Share button on their personal page. This button would be for consumers to share a brands content through Tackk. Tackk claims to be of benefit to product integration as well, by allowing brands to share product and service information.
–Joe Pulizzi, CMI writer
SECTION 16 – IN-PERSON EVENTS
Live event marketing is a highly underutilized marketing tool. If your goal is to become the leading informational expert in your business niche, then your content marketing strategy simply must include in-person events.
1.Planning: Start your production schedule for the event at least 12 months out. Pick the location, the date and coordinate the food and drinks
2. Sponsorships: identify a few key financial supporters, and pitch them on the idea before any promotion begins. Sell them on the mission of the event, and explain how their participation might best serve their own marketing goals.
3. Speakers: The content you present to your attendees has to be best-of-breed. Assign a true industry expert to handle the speaker submissions, and remain true to the mantra: No sales pitches allowed. Every speaker you recruit must be able to drive people to the event because they are that good.
4. Venue selection: Negotiate with a venue that can easily expand based on final attendance.
5. Budgeting: Recruit (and pay) at least one heavy hitter for your event to create some buzz around the conference.
6. Hashtags: Don’t pick a hashtag that is either already in use or includes a year in it. You want a hashtag you can own.
7. Your content calendar: Your event can serve as a way to distribute content as well as an ongoing content creation resource. But in order for it to succeed on both fronts, you will need to create a strategic content plan. Talk to your customers and find out what sessions resonate the most with them.
Content niche: Does the main theme of your event content align with your organization’s content marketing mission statement? Go niche enough, yet still allowing opportunities to grow and expand.
SECTION 17 – WEBINARS
Since content marketing has become the foundation for many online marketing strategies, countless companies have adopted webinars as a primary tactic for entering the online content game. Webinars are a great way to reach out to your audience and share your expertise, be more visible online, and provide thought leadership on a regular basis. However, there are a few flaws with this format:
- Timing of the presentation
- Time…in general
Consider offering highly condensed versions of your webinars in video blog form.
There is a great, untapped opportunity to repurpose those 30 – 60 minute webinars into more digestible online content pieces – with minimal cost and effort. There are several reasons the tactic makes sense:
- We all skim websites
- Professionals are busy, shorter is better
- Footage of a person talking directly to you can be more engaging than a slide presentation
- They can work for you on the SEO side
- They are inexpensive to produce
- They can help you stand out from competition
- Videos add personality and humanize your brand
- A short video is a mobile/social media friendly format, promote it on your website, blog and social media
SECTION 18 – PODCASTS
Audio marketing and podcasting are gaining traction because they allow customers to go beyond the static web page and see the person behind the business. Podcasting is engaging, creates a sense of trust and builds customer loyalty. When you combine these three benefits, you have a strong foundation for growth.
1. Increasing your marketing ROI – Everyone wants to get their message across, but you can’t always rely on traditional advertising. Buyers don’t want to be blasted with ads. Podcasts allow you to subtly convey your marketing message by wrapping it in value-packed content that will appeal to your target audience. When you educate your customers, you position yourself as an authority in your niche and will gain their trust.
2. Bringing your brand to life – Combining podcasting with social media is a great way to strengthen your business proposition and spread your message. Audio or video podcasts allow customers to engage with you in a way they can’t through a static web page, brochure or annual report. The more you engage your customers the more likely they will become your evangelists.
How can you easily create content for your podcast?
1. Go through your existing content and see what can be repurposed. Most marketers don’t realize the wealth of content that exists within their organizations.
2. Make your podcast a roundtable or panel discussion. These open dialogues display a sense of community that your audience will feel when they listen to the recording.
3.Take a camera around your office and conduct 60-second interviews with your employees – talk to everyone from the receptionist to the vice presidents. This shows viewers your organization’s personality and your team’s passion for the organization.
4. Share stories about how your business began or how your products came about
SECTION 18 – SOUNDCLOUD
oundCloud is a leading social sound platform where anyone can create sounds and share them everywhere. Recording and uploading sounds to SoundCloud lets people easily share them privately or publicly to blogs, sites and social networks like Twitter, Tumblr, Facebook and Foursquare. Today there are several online audio streaming services, but SoundCloud is an app that encompasses a streaming service, a distribution platform and an online community.
There are three subscription levels to choose from with SoundCloud. With a free account, you are limited to 120 minutes of uploaded audio and can only see some of your stats. You can get more upload hours by paying for a Pro or Pro Unlimited account, which also comes with extensive analytics, as well as a Quiet Mode feature to hide comments and stats on your tracks.
- SoundCloud reaches 175 million people a month across its website, widgets, mobile properties and other apps or sites that have integrated it into their platform such as Twitter as of 2016
SoundCloud and Content Marketing
SoundCloud has recently developed a new set of features for brands and content partners that allows them to engage in branded content so that different types of music and audio and branded content may be uploaded by those partners to find their audiences. Because it is so simple to record and share a piece of SoundCloud audio to social media networks, blogs and other sites, content marketers are using SoundCloud to create and share branded audio as another form of engagement that can be easily integrated with other lead-gen tactics. The 2016 SoundCloud Go is for subscribers only and is ad free.