Consumer Psychology and Digital Content Marketing
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Top 10 Content Marketing Strategy Mistakes, and How to Correct Them (Part 1 of 3)

Top 10 Content Marketing Strategy Mistakes, and How to Correct Them (Part 1 of 3) | Consumer Psychology and Digital Content Marketing | Scoop.it
Content - Content marketing strategy is a phrase that gets thrown around quite a bit, but how well do we really understand it? Not well at all, which is why content marketers ...
Carolyn Mayberry's insight:

Four Categories of Web Content Designed to Sell Something:
 

1.  Viral (spreads organically by getting your consumer to click the share buttons)

2.  Discussion (designed to spark a thought-provoking conversation)
3.  Lead (taking the consumer on a journey, which ends with them saying, "I need help," and opting-in to get the help they need)
4.  Sales (similar to lead content, but instead of needing help to solve a problem, they buy the solution)

 

"Many content marketers don't recognize or make distinctions among those four types of content; accordingly, they want every piece of content they create to perform all of those tasks. Of course, the result is a confused mess, and content consumers take no action at all.

Strategy comes into play when you get all of those content types to work together, attracting consumers with viral and discussion, deepening the relationship with lead content, and closing the loop with sales content leads to sales and back again."



Read more: http://www.marketingprofs.com/articles/2013/10284/top-10-content-marketing-strategy-mistakes-and-how-to-correct-them-part-1#ixzz2NRV3w6qn

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Consumer Psychology and Digital Content Marketing
Pertinent pieces on content marketing, social media and what these trends mean to the consumer. From this digital natives screen to yours!
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Content Marketing in the Eyes of B2B Buyers

Content Marketing in the Eyes of B2B Buyers

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4 Customer Service Tips from Disney - Salesforce Blog

4 Customer Service Tips from Disney - Salesforce Blog | Consumer Psychology and Digital Content Marketing | Scoop.it
Customer-service-walt-disney If you've ever been to Disneyland, you've probably experienced the feeling. I know I have. The nervous, giddy excitement as you pull into the parking lot and ride the tram to the entrance.
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Can Content Marketing Save Paula Deen? - Pushing Social

Can Content Marketing Save Paula Deen? - Pushing Social | Consumer Psychology and Digital Content Marketing | Scoop.it
Can Content Marketing Save Paula Deen? - Pushing Social http://t.co/iYQgyDY7xZ via @pushingsocial
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10 Tips To Build A Responsive Website [Infographic]

10 Tips To Build A Responsive Website [Infographic] | Consumer Psychology and Digital Content Marketing | Scoop.it

Want your website to look great on smartphones, tablets, PCs and even TVs? Learn how to go fully responsive.

 

The Web and the mobile browsers remain one of the top ways that users interact with websites and if they have trouble on their smartphone, there is a good chance they are not coming back.

That’s where responsive design can help.

Responsive design is a concept where you build your website once and then format it so it can adapt to any screen size that accesses it. Designers use HTML5 and CSS to build the sites and set parameters so the content will resize itself whether the user is in vertical or horizontal viewing mode, on a tablet, desktop or smartphone or even a screen as large as a television...


Via Lauren Moss, Gaurav Pandey, massimo facchinetti
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Filipe MS Bento's curator insight, April 18, 2013 10:30 AM

Excelent infografic (as graphic as you can get!):

Susan Myburgh's curator insight, April 18, 2013 6:09 PM

Wonderful - clear and brief.

Cori Zuppo's curator insight, April 21, 2013 9:23 PM

Right on!

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Fab digital storytelling: The Power of Words

Wonderful and highly inspirational video. Reminds us all to strive for authentic and purposful communication. So chose your words wisely. They are extremely powerful.


Via Karen Dietz
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Nick Usborne's comment, March 16, 2013 8:23 PM
As it happens, if you like "story" you will probably love David Kirby's poetry.Every poem is a complete story.
Kirby Wadsworth's curator insight, March 17, 2013 3:45 PM

I've loved this video for years...always gets me

Alessandro Donadio's curator insight, March 19, 2013 7:01 PM

The power of Words

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Top 10 Content Marketing Strategy Mistakes, and How to Correct Them (Part 1 of 3)

Top 10 Content Marketing Strategy Mistakes, and How to Correct Them (Part 1 of 3) | Consumer Psychology and Digital Content Marketing | Scoop.it
Content - Content marketing strategy is a phrase that gets thrown around quite a bit, but how well do we really understand it? Not well at all, which is why content marketers ...
Carolyn Mayberry's insight:

Four Categories of Web Content Designed to Sell Something:
 

1.  Viral (spreads organically by getting your consumer to click the share buttons)

2.  Discussion (designed to spark a thought-provoking conversation)
3.  Lead (taking the consumer on a journey, which ends with them saying, "I need help," and opting-in to get the help they need)
4.  Sales (similar to lead content, but instead of needing help to solve a problem, they buy the solution)

 

"Many content marketers don't recognize or make distinctions among those four types of content; accordingly, they want every piece of content they create to perform all of those tasks. Of course, the result is a confused mess, and content consumers take no action at all.

Strategy comes into play when you get all of those content types to work together, attracting consumers with viral and discussion, deepening the relationship with lead content, and closing the loop with sales content leads to sales and back again."



Read more: http://www.marketingprofs.com/articles/2013/10284/top-10-content-marketing-strategy-mistakes-and-how-to-correct-them-part-1#ixzz2NRV3w6qn

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How to Make Your Content Mobile Friendly

How to Make Your Content Mobile Friendly | Consumer Psychology and Digital Content Marketing | Scoop.it

The best way to make mobile-friendly content

SUMMARY: Mobile devices are becoming an increasingly popular way to access content, so it's important that you respond to this trend, John Jantsch writes. One good option for catering to mobile devices is to use so-called "responsive design," which can adapt design elements to suit mobile viewers. "In my view, this is the approach that most websites should employ today," he writes


Via Jeremy Dahl
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Average Sales Are Over: Hello Social Selling

Average Sales Are Over: Hello Social Selling | Consumer Psychology and Digital Content Marketing | Scoop.it
The first time I recall hearing the question "what’s the point of using social media for sales?" was when I was a Vice President of Sales for a software company presenting to a room full of salespeople in Las Vegas, Nevada.

Via Anthony Burke, Aly Klein
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Anthony Burke's curator insight, November 30, 2012 2:28 PM

We've been thru several sales processes from relationship sales, solution sales, CRM driven sales and now social selling

Aly Klein's curator insight, December 17, 2012 2:19 PM

To be an above-average salesperson, you have to forget the old ways of cold calling/emailing and step up your game with new frontiers on social media. There will never be a better way to market than word-of-mouth, but social media allows you to enhance and spread WOM through your network socially. The rules are changing, and this playbook tells you how to stay in the game.

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Four Businesses Leveraging Storytelling with Images

Four Businesses Leveraging Storytelling with Images | Consumer Psychology and Digital Content Marketing | Scoop.it
Carolyn Mayberry's insight:

Visual Content > Written Content.  
Why (and how) your business should jump on the visual bandwaggon!

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Pinterest Business Accounts: The Definitive Guide to Getting Started

Pinterest Business Accounts: The Definitive Guide to Getting Started | Consumer Psychology and Digital Content Marketing | Scoop.it
Pinterest has given businesses the ability to create business-specific accounts.

Now is the time to stop thinking about Pinterest as a personal playground for cooks and fashion lovers.

Pinterest should be an important part of your B2B or B2C social media marketing strategy.

This article will show you what you need to know to set up a Pinterest Business account
Via Brian Yanish - MarketingHits.com
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The Noob Guide to Online Marketing – A beginners guide to internet marketing [INFOGRAPHIC] | Unbounce

A 6 month guided course to marketing your business online - includes a giant 15 million pixel infographic designed to guide new internet marketers.
Carolyn Mayberry's insight:

Just plain awesome (and gigantic) infographic - for all us noobz out there@

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100 Content Marketing Statistics for 2012 and 2013

100 Content Marketing Statistics for 2012 and 2013 | Consumer Psychology and Digital Content Marketing | Scoop.it
Content Marketing is all the rage. Here we collate 100 impressive statistics from content marketing in 2012 and predictions for 2013

Via Nett Sales
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Nett Sales's curator insight, December 13, 2012 5:20 AM

As the content marketing statistics for 2012 and 2013 projections demonstrate, content marketing is set for further growth, which is great for content marketing strategists

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Social Branding - Seo Sandwitch Blog

Social Branding - Seo Sandwitch Blog | Consumer Psychology and Digital Content Marketing | Scoop.it
Social Branding meaning with examples.How to carry out social branding for your brand and get the maximum results.

Via Cendrine Marrouat - cendrinemarrouat.com
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Humanizing Marketing

Humanizing Marketing | Consumer Psychology and Digital Content Marketing | Scoop.it

Leads. ROI. Conversions. Acquisition.

These, and more, are the words that we use to describe marketing. But they are old words for an old way of thinking about marketing. Why? Because marketing is changing to focus on the engagement with people. It’s focusing on the relationships.


Via Anneliza Humlen
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How the Economic Downturn Influenced Consumer Behavior | The ...

How the Economic Downturn Influenced Consumer Behavior | The ... | Consumer Psychology and Digital Content Marketing | Scoop.it
When the economy took a turn for the worst, consumers cut back on those extra expenses and became determined to save on daily expenses such as grocery shopping and gas. Take a look at how the economy has ...
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7 Key Design Tips for High-Converting Landing Pages | HubSpot

7 Key Design Tips for High-Converting Landing Pages | HubSpot | Consumer Psychology and Digital Content Marketing | Scoop.it

Excerpted from article by HubSpot:

"Landing pages are a fundamental -- and undeniable -- part of a sucessful inbound marketing strategy. They are the hub of your lead generation efforts, and that's why every campaign you run and offer you create should be tied to a custom landing page -- as opposed to an ambigious homepage where visitors have to guess what to do next.

 

So to help you build good looking and high-converting landing pages, we wanted to share some design-related best practices.

 

1) Get to the point.
We all know people have short attention spans -- so why aren’t we considering that in landing page creation?
So when designing your landing pages, get straight to the point. People came to the page for a reason, so make sure you address that reason clearly and succinctly by highlighting the value of what you're offering and how it addresses their needs, interests, or problems.

2) Use contrasting colors.
Keep in mind that you always want your main call-to-action (CTA) to really POP off your landing page. So when you're encouraging visitors to fill out a form and click on that 'submit' button, make sure it's easy for visitors to see where they should complete that action. That's why using complementary and contrasting colors is a great way to call a visitor's attention to exactly where you want it.

3) Stamp on a logo.
Keep your brand top of mind when they're downloading your content and offers by making sure the viewer knows exactly where they are. All your landing pages should have your logo placed strategically on the page.

4) Avoid visual clutter.
While displaying extravagant visuals on your landing pages may sound like a fabulous idea, oftentimes it distracts the reader from the main point of the landing page, creation more friction on the landing page instead of supporing conversion.

5) Never underestimate formatting.
Formatting is probably the easiest design best practice to follow when crafting good-looking landing pages. It's also one that can go a really long way with little effort. Clearly laying out your headlines, images, copy, form, etc. can help you highlight the value of your offer and tee up conversion by creating a visual-friendly user experience that guides visitors to complete the conversion.

6) Add social proof.
This adds third-party credibility to your content and offers and can help boost conversions. Do you have any case studies or testimonials you can pull quotes from? Furthermore, try searching through social networks like Twitter, Facebook -- or another social platform of your choice! Consider embedding tweets from users who have downloaded your content and said nice things about it, or asking if you can quote someone who left a nice message on your Facebook page.

7) Be consistent.
A sense of consistency can help the end user know how to navigate your pages over time, eliminating the friction caused by having to get the lay of the land each time, and resulting in drop offs in conversion rates.

Each tip is analyzed with more information and examples.

Read full original article and download 79 free landing page templates here:
http://blog.hubspot.com/7-landing-page-design-tips




Via Giuseppe Mauriello
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John van den Brink's curator insight, April 13, 2013 1:19 PM

Great Scoop!

malek's curator insight, April 14, 2013 5:55 PM

Design best practice

Marc B.'s comment, April 20, 2013 7:09 PM
These are great tips. I think numbers 1 & 4 are the most important. If web visitors are not distracted by other visuals (#4) they want you to give them what they are asking for without the jargon and theory etc.
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‘The presentation of self in the online world’: Goffman and the study of online identities

This paper presents an exemplification and discussion of the contemporaneity of Erving Goffman’s work and of its applicability to the analysis of identity and presentation of self in the blogging and Second Life (SL) contexts. An analysis of online identity and interaction practices in 10 different cases of bloggers and SL inhabitants and of their online spaces is presented in terms of: expressions given; embellishment as a minor form of persona adoption; dividing the self; conforming and ‘fitting in’; and masking, anonymity and pseudonimity. The key finding of the research is that, contrary to engaging with the process of whole persona adoption, participants were keen to re-create their offline self online, but engaged in editing facets of self. This emphasizes the key premise in Goffman’s work that, when in ‘front stage’, people deliberately chose to project a given identity. It is concluded that Goffman’s original framework is of great usefulness as an explanatory framework for understanding identity through interaction and the presentation of self in the online world. Equally, the online environment, with its enhanced potential for editing the self, can offer opportunities to contribute to the further development of the Goffman framework.

 

Source: http://jis.sagepub.com/content/39/1/101.short

Carolyn Mayberry's insight:

Fascinating!

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The social circus

The social circus | Consumer Psychology and Digital Content Marketing | Scoop.it
Social media is more prolific - and confusing - than ever before.
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12 Months of Content Marketing Ideas for SlideShare

Content itself is the biggest obstacle keeping marketers from taking better advantage of SlideShare — that is, the obstacle of coming up with content ideas fo
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Content Marketing Is The New Advertising | Business 2 Community

Content Marketing Is The New Advertising | Business 2 Community | Consumer Psychology and Digital Content Marketing | Scoop.it
The folks at Social Media Examiner are presently running the first edition of the Content Success Summit, a four weeks long smorgasbord of leading-edge webinars (The history and future of content marketing http://t.co/JqfbZj3f)...

Via massimo facchinetti
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Paula Pollock's curator insight, May 22, 2013 5:08 PM

It's so true. If you lead with ads and media, you are missing a golden opportunity to create a deeper relationship (read: retainer) with your clients.

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7 Keys to Insanely Happy Customers in the Social Media Era

7 Keys to Insanely Happy Customers in the Social Media Era | Consumer Psychology and Digital Content Marketing | Scoop.it
They may have yelled before, but now they have megaphones. Whether they’re bashing or praising your products and your brand, customers are online and louder than ever. And right now, they’ (Good customer service is key to success.
Carolyn Mayberry's insight:

A resounding committment to always-great customer service is singularly the most marketable behavior your organization can perform.

Smiling is a free gift that keeps on giving. Making your CUSTOMERS feel good, makes YOU feel good. Now that's a happy business. 

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Future of Content: Interview with Scoop.it's CEO Guillaume Decugis - Intelligent Head Quarters

Future of Content: Interview with Scoop.it's CEO Guillaume Decugis - Intelligent Head Quarters | Consumer Psychology and Digital Content Marketing | Scoop.it
Carolyn Mayberry's insight:

Insights from the Scoop.it CEO himself! If content is king, does that make Guillaume Decugis the King of content curation!?

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Best Buy Ditches Email, Switches to Online Chat But Failed to be Awesome. Why?

Best Buy Ditches Email, Switches to Online Chat But Failed to be Awesome. Why? | Consumer Psychology and Digital Content Marketing | Scoop.it
Rather than force the issue to better its wretched email support, Best Buy ditches email and switches to live chat instead in an attempt to be a superstar in customer service.

On Tuesday, STELLAService noted on its Happy Customer blog that the electronics retail player has eliminated the option for customers to email the company through a contact form in its customer service page and placed in its stead an online chat functionality.

Best Buy concurred that email is “unable to offer the same level of in-the-moment assistance” that a live chat tool can provide customers. This move by Best Buy mirrors the move by an increasing number of businesses that have added a live chat widget on their websites for customers to be able to reach them directly and get the assistance they want, when they need it.
Via Brian Yanish - MarketingHits.com
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Brian Yanish - MarketingHits.com's curator insight, December 14, 2012 11:44 AM

You will see more & more companies using live chat for customer support. Companies putting a live chat button on a site better have enough staff ready for chat support. In this social web we live in, companies need to handle any customer problems or questions asap and not wait for emails.


Great article Cheby!

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A Guide to Integrated Digital Marketing #INFOGRAPHIC

A Guide to Integrated Digital Marketing #INFOGRAPHIC | Consumer Psychology and Digital Content Marketing | Scoop.it
Marketing is evolving to meet the needs of the consumer in this tech-reliant world. The Internet and the rise of mobile have created an environment in which

Via Brian Yanish - MarketingHits.com
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Rebel Dekadance 's curator insight, December 14, 2012 3:51 PM

This is actually pretty awesome...With such few words, but perfectly crafted visual elements, shows exactly what matters, how, and what it incorporates...I place a great deal of weight on Content, as the saying goes Content is King...but becareful with creating content, one mistake and it could not just hurt a brand, but ultimately ruin it as well, especially in the age where everyone can share anything to anywhere at anytime with a few buttons.

Charlotte Clark's curator insight, January 30, 2013 7:19 PM

Integrated digital marketing strategy-consumer engagement

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The One Thing You Can Do Now to Help Your Blog Succeed in 2013 | MackCollier.com - Social Media Training

The One Thing You Can Do Now to Help Your Blog Succeed in 2013 | MackCollier.com - Social Media Training | Consumer Psychology and Digital Content Marketing | Scoop.it
Is to create a plan for your blog.  This is the perfect time of the year to create a blogging plan for 2013.  Everyone is slowing down and shifting away
Carolyn Mayberry's insight:

Blogging is a HUGE part of digital content marketing. I think this guy may just be onto something with the whole "MAKE A PLAN FOR YOUR BLOG" idea... :)

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