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Here are some basic ideas to consider if you are working on a social media marketing budget.
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Why is content such a “buzz”?! In 2010 the curation of content became the mantra for all things digital. This trend is evident in the explosive growth of companies such as Hubspot and most recently Facebook’s acquisition of WhatsApp. Why is the WhatsApp acquisition considered relevant in the world of content creation? It is because of the user generated, real time aspects of thoughts, ideas, expressions, sound bites, pictures, and videos that are all being generated in a moment of thought and expressed or shared among the creator’s inner circle. What do marketers need to penetrate? They need the consumer’s state of conscious or that person’s world of influencers. Highly personalized, insightful, meaningful content is the gateway to engagement. What do marketers seek but a loyal customer which is becoming a challenge to maintain in today’s highly competitive, untrusting and commoditized marketplace.
Consumers visit banks’ websites for one of two reasons: either for online banking, or to find information — a banking product or branch location. Online banking accounts for about 90% of the traffic, products or services is about 8%, with the remaining 2% accounting for other purposes.
There could be a third use — a blog — but most financial institutions are lagging behind in this area of content marketing. Most banks and credit unions evaluate their marketing efforts in a very traditional way, such as pay per click (PPC) or lead generation. Many financial execs like to look at marketing ROI through a rudimentary, clear-cut lens: you spend $100,000 to get $1,000,000 in new loans, “Well… there’s your ROI.” Senior management likes measuring ROI in this way because it presents immediate results (or lack thereof) very clearly and obviously.
Dove’s “Real Beauty Sketches.” Kmart’s “Ship-Your-Pants.” Volvo’s “The Epic Split feat. Van Damme.”
It’s clear that viral videos aren’t just low-quality, fan-made shots or off-the-cuff scenes from everyday life. Brands are now fully immersed in the viral video world. Ads continue to move from print and broadcast to digital and mobile, and we are seeing them everywhere.
Brands are now looking to connect with their audiences in a way that not only provides enjoyment to the viewer, but also aligns with the qualities that companies want to embody — what were once brick-and-mortar businesses are now becoming adroit visual storytellers. Many industry experts consider video to be marketing's new frontier, be it through YouTube or short stories on Instagram, Vine and Snapchat. But creating a successful video is more of an art than a science.
It isn’t hard to find information these days about taking your content marketing to the next level. But what if you’re just getting started with content marketing and feeling like you’re late to the party? Where do you actually begin?
First, let’s define content marketing. My favorite definition comes from Joe Pulizzi, who is one of the original content marketing gurus, emphasis added by me.
“Content marketing is a marketing technique of creating and distributing valuable, relevant and consistent content to attract and acquire a clearly defined audience – with the objective of driving profitable customer action.”
Creating engagement in the financial industry is about creating value for its customers. In this industry, creating value directly leads to revenue. Ayantek created two mobile applications for LPL Financial to create value through content and a Social, Mobile, Analytics, and Cloud (SMAC) based approach, resulting in higher customer engagement.
LPL Financial helps entrepreneurial financial advisors (customers) establish successful businesses by helping them manage the complexity of their investment practices, and enabling them to effectively assist their clients in achieving their financial goals. LPL does this by providing an integrated platform of proprietary technology, brokerage, and investment advisory services. As the nation’s largest independent broker/dealer, LPL Financial supports a network of more than 13,000 financial advisors.
So, you’ve set up an online form. Now you’re ready to rake in the data!
But maybe the responses (i.e., the filled-out forms) aren’t pouring in as quickly as you thought they would. When you check what’s going on through the analytics, you notice that the completion rate is low, and the dropout rate is high. Which means most of the people who open your form don’t fill it out — they just close the tab and leave.
Why? Your visitors might be confused and frustrated. There could be obstacles in the form that you’re not aware of.
Picture this: You’re driving somewhere. You’re the only car on the road. The drive is smooth and effortless.
But the road gets rocky and uneven, so your drive becomes more and more unpleasant. Then you approach a cluster of giant potholes in the road. You stop. They’re so deep that you might actually get stuck if you try to cross. Are you going to risk it? Or are you going to make a U-turn and try another road?
Yep, you can see where this is going. It might be silly to compare a form to a road, but most visitors will take the easy route. If your form presents any sort of obstacle, you’re going to lose respondents. On the other hand, if you make it easy to fill out a form, your respondents will be happier — and more likely to keep going.
Your Facebook page’s organic reach is about to plummet — even more so than it has in the past six months, down to a lowly 1-2%, actually. That means if you have 1,000 Facebook likes on your page, only about 10-20 of those fans will even see your posts! While organic reach has long been declining, it has significantly declined since the fall of 2013.
Last year the Investis IQ Audience Insight Report found that two thirds of visits to corporate websites from social networks came from LinkedIn. New research from Oktopost shows that LinkedIn not only drives more traffic but also the vast majority of B2B leads and conversions, reinforcing its position as the key social platform for B2B marketers.
As the release of several major search algorithm updates has marked the world of digital marketing there has been growing interest for the evolution of search capabilities and their impact on search engine optimization and search marketing in general. From “basic” keyword recognition to natural language processing, search engines have made huge leaps in their ability to understand both online content and what users want and look for. I believe that understanding where search is going is fundamental if you are going to stay ahead of it.
Truth be told, your content probably is high quality—and you probably have a lot of it, too. Since the launch of Google’s Panda update in February 2011, companies have been boarding the Content Marketing Express like it’s the last train out of a ghost town. Unfortunately, this high-speed train is a one-way ticket to Irrelevantville if the content is not reaching its target audience. As it turns out, creating catchy content is only half the battle. Without strategic digital placement and promotion, the cry of your content will fall on deaf ears.
Here's a stat we've heard over and over: 58% of American adults own smartphones. Pair that with the fact that digital culture permeates almost every aspect of our lives, and we can already assume the average person spends a lot of time with gadgets.
According to a new cross-platform report from Nielsen, our suspicions are confirmed: The average American adult spends 11 hours per day with electronic media. That includes watching the age-old activities of watching TV and listening to the radio — which, surprisingly, are the top two digital activities in the average American adult's day.
Is the fear, uncertainty and doubt setting in yet?
Well, no reason to panic quite yet, but before you have to switch, let’s talk about why you want to switch sooner rather than later.
Universal Analytics (UA) is still in beta for now, but at Cardinal Path we’re lucky to have been working with UA as a Google Analytics Certified Partner since its very early stages. And we can tell you it’s come a long way; in all but a handful of cases it’s ready to go.
Before we get into why you should probably hurry up and get on the UA bandwagon, let’s take a quick look at the two step upgrade process.
Education continues to play an important role in any country’s overall growth. The education market has become more challenging due to the rapid growth and evolution in the modes of imparting education; schools, colleges, private tuition, online education courses, distance education, test preparations, professional trainings etc.
The most concerning factor for universities or educational institutions across the world is student dropout rate, especially in developed countries. Here are some facts based on a research about the student drop out patterns in large economies.
I wrote an article recently about there being no such thing as a “quick” content audit, which led me to start thinking about the same process as it relates to social media content. Social media is such an effective method of distributing and amplifying your content that, in my mind, the channels and pages that you use as a part of your social media marketing campaign deserve just as much care and attention.
The same basic principles discussed in my previous article apply when conducting a social media audit — you simply can’t cut corners and expect to achieve great results. If you are ready to start out on the social media audit journey, bring a bag full of patience, the willingness to listen to experts, and be sure to free up your calendar.
More marketing doesn't always mean better marketing. More display ads? More irrelevant emails in my inbox? More sponsored selfies? I'd pass on getting more of those things any day.
That being said, "more" can also open lots of creative opportunities to engage with your visitors, leads, and customers. Take Twitter'srecent addition of photo collages for example -- more photos per tweet (up to four, total) means you have quite a few new ways to turn fans into customers.
Ever wonder why most bloggers who start with enthusiasm give up so early? The most common reason is many don't get much traction to what they post, others fail to pull enough visitors in, while some just don't understand the art of content execution. Writing blogs may be an effective way for marketers to share ideas with their readers, but that doesn't mean you have to rush through the procedure. By spending just a few minutes before hitting the publish button, you can add more value to your content, value that can bring massive eyeballs and may be higher conversions.
Today, companies big and small use social media as a way of marketing their products and services. Social media also provides a platform for interaction between brands and customers.
Many customers find social media the best way to get in touch with brands and look for a quick response and direct access. However, with the good comes the bad, and social media is not always about happy comments and grateful customers. At times, customers flock to a brand's social media page to express concerns or complaints; often, when that happens, account managers panic.
Have you ever wondered why certain websites rank higher than others? Or why your website doesn’t rank as high as your competitor’s?
A lot of it has to do with Google’s algorithm. It looks at over 200 ranking factors when determining where to rank a site. As you already know, these ranking factors aren’t easy to understand, which makes it difficult for you to figure out how to adjust your site to maximize your rankings.
In many business sectors, marketing to people who are important to your business is all about teaching them and helping them to keep up with rapid change.
You're often dealing with a community of eager learners. Business content, to be useful, must be informative, not promotional. You receive the marketing benefit by just putting out great content that people consume.
Micro content, I keep hearing this term and thought it’d be useful to explore what it means; why content marketing is evolving and diversifying and what the practical applications of micro content are for marketing.
Essentially, micro content is as it sounds – short form content. Typically low cost, high value content appropriate to social channels. To all intents and purpose it’s social media content.
There is no brick-and-mortar. There is no ecommerce. Integrated campaigns have been on the rise in recent years and while some businesses may identify as online or offline, when it comes to marketing, it's likely their methods run cross-platform.
The bridge is social media, says Matt Siltala, president of Avalaunch Media.
While it's most natural for an ecommerce company to promote via social media, and an offline store to market at local events or through direct mail, more often than not the lines are blurred.
While there are no set of rules for social media that one business should strictly abide by, there are certainly some things that will surely make you look like an amateur if you do them.
While the whole purposely playing crazy kind of worked for Andie Anderson in “How to Lose a Guy in 10 Days,” in the end, I don’t suggest following these steps.
Happy Friday, everyone! Hopefully you are getting caught up in the phenomenon that is True Detective but just in case you aren't we have got you covered with marketing insights. This week we expanded our knowledge in the world of analytics. Investments in analytics are paying off for companies. We also found out the qualities it takes to become a social media superhero, how to decide between HTML5, iOS, or Android when making a mobile app, and how adults in the U.S. are around digital media 11 hours a day. Finally, we discuss how Arby's generated a long-lasting social media buzz. Enjoy our round-up below.
There is a lot of buzz currently about analytics and big data, and rightfully so. The pot of gold that analytics promises is the ability to fully understand customer behavior, derive actionable insights, and further tailor customer experiences to meet the needs of any segment. As evidenced by the projection that big data will grow to a $53 billion dollar industry by 2017, which is up from $12 billion in 2013, the mandate is clear1. However, while the investment and expectation exists across many industries, it is not an easy hill to climb to achieve the capabilities needed to derive deep insights and be able to make decisions. The investments are starting to pay off, though, which indicates there may really be a pot of gold that awaits those who pursue the analytics path.
In previous posts we have looked at how marketers can stay relevant by developing their digital marketing skills. Simon Swan asked Are you a T-Shaped Marketer? which is an interesting way of reviewing the depth and breadth of your digital marketing skills and I summarised another infographic showing how the modern marketer needs to be Part Scientist and Part Artist. We also interviewed online recruiters to find out what industries were looking for when employing digital staff and reviewed typical digital marketing roles in our marketing job descriptions outlines.