Industry News – Content Marketing

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  • Nudge’s Founder Thinks You May Be Making These Crucial Native Ad Mistakes

    We tried to answer that question in a large-scale study last year of consumer opinion towards native advertising. Ben Young, CEO and Founder of Nudge, has taken a different approach, building an entire business around helping brands measure the effectiveness of their native advertising campaigns. Lazauskas: Cheers, man. Young: I think it’s the right amount of hype for 2017. Young: How we think about this is reach and quality. The things we look at are social engagement—is the right ratio of people sharing the content?—because that’s a proof point that’s resonated with the audience. Are people actually scrolling through on video, completing the video? Lazauskas: So unlike me, you have a badge, you’ve been going around, you’ve been checking out Cannes. Young: Coolest thing I’ve seen? I’ve been quite surprised at how like-minded everyone is.
  • The 4 Most Important Takeaways From CMI’s B2B Content Marketing Study

    Every year since 2010, the Content Marketing Institute has put out one of those studies on the state of content marketing. Overall, 92 percent of respondents have some form of a centralized team running content marketing. Perhaps that’s something for next year’s study. Yet, per CMI’s study, only 41 percent of B2B marketers claim to create content based on the buyer’s journey. That’s particularly surprising given that 72 percent of respondents are concerned with how content impacts customer experience. Ninety-three percent of B2B marketers use email to distribute content. And 74 percent of respondents named email as the most effective distribution format, 29 percent above the next closest method (blogs). Sixty-five percent of B2B marketers either don’t measure it at all or are “unsure” if they measure the ROI of their content marketing. But the marketers who aren’t even trying to figure out how to track ROI won’t stick around much longer.
  • How I Defined My Brand Language Using This Secret Tool

    Jennifer was our guest for Tough Love Tuesday and discussed what makes a great brand and the four-part process in creating your stellar brand. Whatever it is, the way you choose your words when you post on the ‘gram or when you’re running a Facebook ad can tell a visitor what kind of person you are and if you’re right/wrong for them. The key point is that you want to make sure your brand language stands out while defining your brand at the same time. So, maybe you already started using your brand language of your company but you want to refine it even better. In KemComm, my primary archetype is Ruler, meaning that it uses some seriously strong power words like power, confidence, dominion, high status, leadership, responsibility, and quality. Speaking of programs, they even contain power words. My other programs like MomentumPro and Launch Leader all use power words to tell you the same exact message. Ever since they launched their “Think Different” campaign years ago, many people still associate Apple as such because of the terms and new innovations they come up with. My third archetype, or what we also call my Intuitive archetype, is Lover and that is also in the promoter category. What this means is that it backs you up and helps you make informed decisions thanks to its power words like radiance, aesthetics, faithfulness, passionate sensuality and spirituality, expansiveness, vitality, and appreciation.
  • What Netflix Habits Reveal About Your Target Audience

    Comparing the behavior of Narcos viewers to that of New Girl fans can reveal to interested observers what motivates various consumer segments. Build out richer demographic profiles. Building any audience persona means making inferences into details you don't know, using the data you have. Once you know which shows members of your target audience are watching, you can use that information to build more specific consumer segments. Knowing that consumers who find one particular show funny are likely to seek out another specific show helps advertisers better target ads and refine messaging. The same data, examined with a careful reading, informs not only demographic profiles and customer journeys but also tastes and preferences. This alone might give you a leg up on the competition, considering that just 10 percent of marketers surveyed by Ensighten and Econsultancy said their company had been able to gather data successfully, even though that strategy is necessary to build accurate consumer profiles. Personalize your messaging.
  • 3 Reasons Why Influencer Marketing Produces Incredible Value

    Brands are successfully leveraging the right-fit influencers to drive sales as well as brand awareness. The goal, really, is to know and understand your customer so intimately that your product or service sells itself. The right product or service paired with a perfectly aligned influencer can deliver an unmatched ROI, when compared to other marketing channels. Brand messages are presented authentically. Influencers rise above other creators because they understand how to create content that their audience loves. The same applies to monetization success -- top influencers are making money because they are able to introduce brands to their following in an authentic manner. A brand's goal is to establish a connection with consumers through creating a positive image. There isn't a more powerful way to improve a brand's image than influencer marketing, which is why so many large brands are spending an incredible amount of money to leverage the influencer to elevate their own image. "Being in the business of reviewing consumer goods, it's very clear that brands leveraging influencer marketing are seen in a favorable light, in the event that a consumer was first introduced to the product through an influencer they trust," says Brian Lam, CEO of Trusted Beasts.
  • How Chief Marketing Officers Can Innovate With Direct Mail

    And, while digital is easier to implement and cheaper per impression, there's a reason that digital retargeting has come to be referred to as a channel where marketers "spray and pray." This of course refers to the practice of spraying a message across a large, unknown universe of prospects and customers, and praying that some of them care enough to take action against that message. A direct mail postcard, on the other hand, will net about a 4.25 percent-to-5.0 percent response rate. Imagine, for instance, identifying anonymous visitors to your website who also have specific attributes that you see across your loyal customer base. Advances like ID resolution, combined with the application of third party data, are among the sophisticated data methodologies that are available to marketers today. Our clients are experimenting with every combination of direct mail, email, social media and even addressable TV -- and they're finding that each channel becomes more efficient and effective when direct mail is priming the pump. In a test for a Fortune 100 retailer, we found that mailing prospects who had visited the retailer's site within the previous seven days produced an open rate six times that of visitors from the past three weeks, and a click through rate nine times the rate of visitors over that same period. Thirty-one percent of marketers surveyed reported increasing their use of direct mail this year, with another 33 percent keeping it at 2016 rates. So, if you're a long-term mailer, I encourage you to keep it up.
  • 5 Ways Stock Art Might Be Killing Your Small Business Brand

    But, stock art is the opposite of a fingerprint -- it’s generic, lacking in personality; and, worse, that very same stock art could (and does) show up on your competitors’ websites, business cards and logos. So, instead of stock art . Make art design choices that will give your brand a consistent, clearly articulated point of view. So, instead of stock art . So, instead of stock art . So, instead of stock art . So, instead of stock art . Since a logo is your business’s visual identity, it’s in your best interest to legally ensure that no other business can use your logo. For a logo, then, stock art is just not the way to go. On the other hand, a clearly articulated, unique visual brand supported by authentic photos of your business will support growth.
  • What I’ve Learned From Spending $10 Million on Influencer Marketing

    One report shows that members Generation Z abhor the idyllic depiction of life seen in most traditional ads, and prefer content that feels more realistic, such as that generated by users or trusted people they follow on social media. Here is my advice to brands and to marketers as they consider implementing an influencer marketing campaign. While certain things like brand awareness or brand sentiment might be hard to quantify on their own, taking a look at website visits or search activity can provide marketers with a good approximation. To reap the full rewards of an influencer marketing program, marketers should have strategies in place to retarget website visitors through ads, to capture website visitor information through gated content and to encourage continued engagement through email workflows. Just as retail brands have an omni-channel strategy to meet customers wherever they are, brands that use influencer marketing should ensure that a consistent message is presented to social media users across platforms. Working with an influencer is not like creating an ad on DoubleClick or AdSense. Influencers are people too, and recognizing that is a surefire way to receive additional support from key industry influencers. To begin a successful influencer marketing campaign, remember that when evaluating potential influencers, the number of followers is not a good indication of how much of an impact an influencer will make. Instead, try to identify influencers with passionate followers who care about products in your industry. Retargeting ads, nurturing emails and related social media content should be prepared so that marketers see positive long-term return on investment from influencer marketing campaigns.
  • The Best New App for Entrepreneurs to Record Podcasts

    The issue was that I didn't want to have to go through the hassle of creating an XML feed to host the podcast on my site. You are my Anchor. While podcasting has always been open to anyone, Anchor is trying to remove the last few hoops that people had to jump through, like setup, hosting and distributing an RSS feed so that listeners can subscribe to the podcast. I finally had a place to record my podcasts and easily distribute them to Apple and Google. Not all audio recordings are going to be podcast material. While you can easily merge audio clips together, when you are recording a podcast and have to stop your train of thought when you are approaching the five-minute mark, it is frustrating. For the digital marketing podcast that my sister and I created, we record it on Quicktime and then upload the audio from our desktop using Anchor's Clipper. I learned, however, that when you take the clip and upload it as an episode (which will send it to the iTunes and Android store) it will then keep the entire recording together. Every morning, I record a quick digital marketing tidbit on Anchor, which is like Instagram Stories and Snapchat and disappears after 24 hours. Once a week, my sister and I record our weekly podcast about a different digital marketing topic, directly from Anchor's app, which gets distributed onto the iTunes and Android store.
  • The Actionable Guide to Building an Effective Content Team (And How to Nurture It)

    Yet only 30% of business-to-business (B2B) marketers are satisfied with their content marketing efforts. Many companies respond to this lack of quality content by building a team dedicated to content marketing alone. What do you want from your team? One of the best guides for creating the right customer persona is from HubSpot. It's required reading for any serious marketer. Content creators work with almost everybody on the team and come in a variety of flavors. Whatever your needs, try to hire writers with experience and an interest in the industry. Training your content team shows you are invested in their future and makes your job a lot easier. Your content will not achieve your desired goals if that's how your team works.

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