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The Top 10 Branded Viral Videos from 2012

The Top 10 Branded Viral Videos from 2012 | Content Creation, Curation, Management | Scoop.it

What is  the biggest “branded” viral videos of the year?

Videos that were pushing a brand or product of some sort and still got shared. That is a little harder than getting a music video out there.


Via malek
massimo facchinetti's insight:

Don't miss Fiat UK 

It targeted hip moms everywhere with their ‘Motherhoo’ rap. The lyrics pull no punches and it is likely NSFW, but the entertainment quality is unquestionable.

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malek's curator insight, January 9, 2013 8:49 AM

Don't miss Fiat UK 

It targeted hip moms everywhere with their ‘Motherhoo’ rap. The lyrics pull no punches and it is likely NSFW, but the entertainment quality is unquestionable.

Content Creation, Curation, Management
The best way to get informed on the content hype
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Content Strategy 2015: Marketing, Mobile, and the Enterprise

Content remains a fundamental challenge for all of our organizations. Instead of talking about "what's next," let's talk about what's needed. Find out what bas…

Via Stefano Principato
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Creative Logo Designs for Inspiration #34 | Logos | Graphic Design Junction

Creative Logo Designs for Inspiration #34 | Logos | Graphic Design Junction | Content Creation, Curation, Management | Scoop.it
Fresh collection of business logo designs from 2015 for inspiration. I hope you will enjoy the concept and ideas of these creative logos. All logo design are
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9 Content Marketing Hacks to Help You Thrive in 2015

9 Content Marketing Hacks to Help You Thrive in 2015 |
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Content Marketing Killers Are Everywhere

Content Marketing Killers Are Everywhere | Content Creation, Curation, Management | Scoop.it
Beating blank page syndrome can be worse than your first date -- content creation is fraught with peril for many small businesses.

Via Brian Yanish - MarketingHits.com
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Telling The Short Brand Story

Telling The Short Brand Story | Content Creation, Curation, Management | Scoop.it
Everyone has a story to tell. Not everyone feels they have the time to listen. Which is why brands need to become adept at the short story form. Increasingly, the messages that pass between brands and their customers will need to be articulated in 140 characters, 6 seconds, a shot, an update…

Via Don Dea, oconnorandkelly, Brian Yanish - MarketingHits.com
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John Norman's curator insight, January 25, 7:58 PM

You might call this the compressed 30 sec elevator pitch  for branding via social media. It is somewhat sad that we have gotten to the point where everything is so compressed that there is only time for 'millisecond marketing'. #Market Warrior.

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Experience maps, user journeys and more…

Experience maps, user journeys and more… | Content Creation, Curation, Management | Scoop.it

Basic layouts of Experience Maps.


Via Mario K. Sakata, Fred Zimny
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Roberto Nocera's curator insight, January 24, 2:18 PM

An useful recap about experience map #cxm #customerexperience

Mike Donahue's curator insight, Today, 9:59 AM

The UX Lady gives a nice breakdown of experience mapping ing the article.

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Guide for a Great Storytelling | SlideShare - Entwine

"Storytelling is an art that takes planning, research, and skill; the storytellers make decisions along the way that drive their stories forward, engage their audience, and impart information vital to the telling of their story. The best content agencies understand this craft and can produce timely stories about a brand, product, or company.


By following these five rules, you too can tell an interesting, captivating story that will enchant your audience, share important information, and engage from beginning to end."


View the SlideShare to see more about these 5 rules of storytelling:

  1. Understand your brand and audience, speak in an authentic voice
  2. Get your facts straight, use the 5 Ws
  3. The power of specifics, details, and imagery
  4. Show, don't tell
  5. Know the end at the beginning

Via Kim Zinke (aka Gimli Goose)
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Is Curation the Easy Way Out for Content Marketing?

Is Curation the Easy Way Out for Content Marketing? | Content Creation, Curation, Management | Scoop.it
One of the biggest benefits touted with content curatio …
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17 Stats You Should Know About Visual Content Marketing in 2015

17 Stats You Should Know About Visual Content Marketing in 2015 | Content Creation, Curation, Management | Scoop.it
What does the visual content landscape look like for 2015? Here are 17 statistics that will give you a sneak peek.
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Marco Favero's curator insight, January 23, 5:13 AM

aggiungi la tua intuizione ...

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How To Optimize Website Content For SEO: A Content Marketer's Guide

How To Optimize Website Content For SEO: A Content Marketer's Guide | Content Creation, Curation, Management | Scoop.it
This guide for content marketers highlights strategies that show you how to optimize website content for SEO discovery and ultimately conversion.
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Here’s Why You Should Take Notes By Hand (Instead Of With A Laptop)

Here’s Why You Should Take Notes By Hand (Instead Of With A Laptop) | Content Creation, Curation, Management | Scoop.it
Scientific research says you should take notes by hand instead of using laptop. Read on for tips on how to take notes more effectively!
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The Ultimate Guide to 150+ Google Analytics Resources for 2015 - KISSmetrics

The Ultimate Guide to 150+ Google Analytics Resources for 2015 - KISSmetrics | Content Creation, Curation, Management | Scoop.it
Are you ready to get the most out of Google Analytics? If so, we’ve collected the ultimate guide to over 150 Google Analytics resources you can use, including the top official Google Analytics channels, Google Analytics integrations, tools for Google Analytics, and articles about Google Analytics.


Receive a FREE daily summary of The Marketing Technology Alert


Via iNeoMarketing
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iNeoMarketing's curator insight, January 21, 5:50 PM

This is a "must bookmark." You're using GA, so take a look at this list and find out what you're missing.

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Blogger Beware: You CAN Get Sued For Using Photos You Don't Own on Your Blog

Blogger Beware: You CAN Get Sued For Using Photos You Don't Own on Your Blog | Content Creation, Curation, Management | Scoop.it
One of the things I learned early on was that a post with a photo always looked nicer than one with just text. So I looked at what other people were doing for pictures. And mostly it seemed that everyone was grabbing pics from Google Images and pasting them on their sites. Sometimes with attribution, most of the time without. And when I asked others (or looked at disclaimers on websites and Tumblrs), it seemed that everyone agreed using pics that way was okay under Fair Use standards.

Via Laura Brown
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9 Content Marketing Hacks to Help You Thrive in 2015

9 Content Marketing Hacks to Help You Thrive in 2015 | Content Creation, Curation, Management | Scoop.it
The idea of content marketing can be daunting. Being responsible for creating high quality content that actively engages your customers and prospects can sometimes seem overwhelming. But there’s hope! Here are nine content marketing hacks to ease the burden and help you excel.

Via Brian Yanish - MarketingHits.com
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7 Content Marketing Tools to Improve Your Productivity

7 Content Marketing Tools to Improve Your Productivity | Content Creation, Curation, Management | Scoop.it
These seven tools can make a big difference in your content marketing productivity. From discovering your competitors keyword rankings to Google Analytics interpretations and editorial calendar plug-ins, these tools are all free.
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Autodesk Reshapes Itself for the Future | Cadalyst

Autodesk Reshapes Itself for the Future | Cadalyst | Content Creation, Curation, Management | Scoop.it
At Autodesk University 2014, the software developer shares its plan for adapting to a new era of design, production, and demand.
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Six Steps to a Content Marketing Strategy | Daniel McKean | LinkedIn

Six Steps to a Content Marketing Strategy | Daniel McKean | LinkedIn | Content Creation, Curation, Management | Scoop.it

Are You Ahead or Behind the Curve?

Looking ahead to 2015, brands that are going to find greater success with their ongoing digital marketing efforts will be the ones who have a strategic vision and plan for implementing content marketing. If you are not already experimenting with processes and workflow, performing tests and trials, documenting best practices, and quantifying results, you may be already behind the curve.

 

Content marketing promises to be a preferred content distribution model to better engage and influence target audiences at every step in the consumer journey. It is not an isolated tactic reserved for a single piece of content or campaign; rather it should be viewed as a critical and sustaining component within an overall content strategy and integrated digital marketing effort.

 

As consumer fatigue and information overload continues to escalate, studies have shown connected consumers today are tuning out much more frequently and glazing over brand marketing using an instant gratification filter. In increasing numbers, what we are finding is consumers are demonstrating they have little patience with brands who do not deliver valuable, relevant and consistent content to meet their needs.


According to recent findings from the CMO Council, as much as 90% of consumers now find custom content useful and 78% believe that organizations providing custom content are interested in building good relationships with them.


The impact has been significant. Aging one-to-many and static content delivery models are no longer seen as effective, which has forced many organizations to rethink the role of content relative to consumer influence.

 

For many organizations, content marketing offers a better strategic direction. Delivering fresh, dynamic content aligns to changing consumer consumption habits with the benefit of creating greater brand relevancy for attracting new customers and reinforcing existing relationships through enhanced brand experiences.

 

In the years ahead, companies who are successful delivering content with higher degrees of consumer relevancy and value will be in a much better position to build and reinforce customer relationships; brands that do not will risk obsolescence. 


Building a Strategy

As with all marketing efforts, strategy should come before tactics. Content marketing is no exception. Where many companies fall short with content marketing is typically “a leap first and look later” approach without applying enough strategic foresight to clearly understand why they need it, who they need to target, and how they will benefit.

 

Unfortunately, more times than not this leads to the effort being considered ineffective over a short period of time even before the initiative really gets started.


 

 

 

 

 

 

 

 

 

 

 

Content marketing requires a purpose and a target to be successful. It also requires a clear vision for how it will be executed and a business case for internal stakeholders so that organizations can adequately apply sufficient resources and budgets to make a proper commitment and investment.

 

So where should you start? If you are considering implementing a content marketing strategy, before you produce a single piece of content you may want to consider the following steps to define your strategic direction. The amount of investment you make in this planning process will be a major determinant for the level of success you may realize.

 

1. Purpose & Objectives

Content marketing requires a purpose.

 

Begin with defining your objectives mapped to your organizational needs based on your current situation. Do you have a need for lift in brand awareness, website traffic, consumer engagements, lead generation, customer loyalty, or conversions? Do your SEO rankings need to improve with more inbound links? Or, maybe would it be helpful to be considered as an industry thought leader?

 

Objectives can be as unique as the organization itself. A review of your digital marketing efforts measured against underlying business and marketing goals will help you align real-time performance needs to your objectives.

2. Target Audiences

Once you have some clear objectives defined, the next step should be to define who will benefit.

 

If you haven’t already done so, you will need to contextually profile your target audiences with an emphasis placed on needs and interests. Apply as many filters as possible to categorize audiences into groups using broad segmentation, micro-targeting and personalization techniques.

 

Start by using a broad segmentation filter and work backwards to refine the categories into more specific consumer profile groups based on deeper levels of personalized needs and interests. As your target audiences begin to take shape and their characteristics become more evident, you should be able to better determine what types of branded content may best influence and resonate with your audiences.

3. The User Experience

Based on the target profiles created, the added step of wireframing the user experience will help you understand distribution priorities for your content marketing efforts. This process should analyze all digital touch points where dynamic content delivery makes sense and where it should be applied.

The analysis should also identify how the content should be developed and delivered at each stage of the consumer journey and at each touch point using target audience profile filters.

 

The primary questions you should seek to answer in this wireframing exercise should include:

 

Where does content offer value in the consumer journey?How can content be applied for each target profile?Where can better brand experiences be created?How should content be delivered at each touch point?And, where can the effort be scaled and leveraged?4. Content Needs

Once you have a better understanding of your objectives, target audiences and the user experience, you can now start to think about the content.

 

The overriding objective for content marketing should be to distribute a steady stream of fresh, consistent content to targeted audiences across all digital touch points that will shape consumer opinions and influence consumer actions to impact business goals.

 

This will require developing a deep understanding of what type of content will appeal and resonate with each of your target audience profiles. To understand your content needs, outline your proposed content and editorial directions along with channel use, content type and the anticipated volume needed for a consistent and sustainable effort mapped to the user experience.

 

As this work comes together, your editorial directions can seek to inform, teach, inspire, entertain, or persuade. Individual pieces of content can take the form of articles, blog posts, infographics, e-newsletters, videos, cartoon drawings, animations, tutorials, podcasts, presentations and more.

 

The key to content marketing is to deliver relevance and perceived value. There will always be a fine line for what is perceived as relevant and valued. Many times it will come down to individual views and personal opinions, where one person may consider a single piece of content as simply promotional, and another person may see it with intrinsic value based on personal interests.

 

However, the principal goal should be to provide as much value as possible whenever content is delivered to influence the largest number of people within the target audience it was intended. Your content and editorial directions should reflect this.

 

5. Content Acquisition

As your content needs are identified, the next step will be to determine how content will be developed or acquired. Branded content isn't always original content. Content itself can be developed or acquired through three primary means. Obviously, original “owned” content is the core component in a content marketing strategy and is essential to the overall effort.

 


 

 

 

 

However, to provide economies of scale for balancing resources and costs, curation and aggregation techniques are often used to supplement original content. Both approaches can be used to support the overall brand effort with top-of-funnel engagements to attract and appeal to larger audiences who may not be current customers.

 

It should be pointed out that content curation and content aggregation is not the same thing. Curation is actually a subset of aggregation.

 

Content curation adds commentary and opinions to third party content to provide unique insights to establish a thought leadership position in a specific niche.Content aggregation supplements the content strategy by sourcing, cataloging and publishing third party content without commentary or added insights to provide more information on a specific business niche or topic.

 

Both content curation and content aggregation are vital strategic elements of content marketing. When done correctly, they create a powerful digital experience, providing valuable content to users while still expressing a brand’s core values.

 

Organizations routinely leverage all three components as a comprehensive publishing platform. Whether content used in the content marketing effort is original, curated or aggregated, you will need to decide how best to balance the approach to sustain your overall effort.

 

6. Resource Allocation

One of the last major considerations in the strategic planning process and for making a business case may be the most difficult. From the insights gathered up to this point, you will need to review the required investments in staff, resources and budgets. Based on the proposed levels for organizational adoption, the following questions should be answered.

 

What impact will this have on your current infrastructure?Will there be a need to add skill sets, headcount, or a dedicated team?Will there be a need for outside vendor assistance?Will the effort require specialized tools and systems?Will the current budget support the overall forecasted expense?

 

As you consider these final questions to determine whether there’s a business case to be made for implementing content marketing, keep in mind content marketing is not a one-fit-all concept. The levels of commitment and the approaches applied can vary based on individual organizational needs.

 

Moving From Strategy to Execution

If you've been successful in developing a strategy and validating a business case, you should now be ready to begin putting systems in place and building a team. Once implementation starts, your content marketing effort should continually evolve through experimentation with processes and workflow, performing tests and trials, documenting best practices, and quantifying results.

 

If you stay the course and follow your vision, best practices and execution efficiencies will be developed over time, which ultimately will lead to greater influence with your target audiences.

 

Today, more and more organizations are now adding content marketing to their marketing toolbox. The stage has been set for worldwide adoption and the discussion surrounding content marketing is not likely to abate any time soon.

 

Whether you choose to be ahead or behind the curve of adoption is your own decision. But there is one reality. Consumer fatigue and information overload is not a myth. It’s a fact. If your content doesn't immediately address consumer’s needs, they will in increasing numbers quickly dismiss it and move on to something else.


Via Daniel McKean, Brian Yanish - MarketingHits.com
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How To Increase Your E-Commerce Traffic By 37% Using YouTube #infographic

How To Increase Your E-Commerce Traffic By 37% Using YouTube #infographic | Content Creation, Curation, Management | Scoop.it
Unfortunately, many eCommerce businesses are not using YouTube to market their companies. YouTube is a great marketing strategy because it can be used to maintain and develop relationships with your customers. Do not lose out on selling more and getting more customers by not using YouTube.

Via malek
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malek's curator insight, January 24, 11:02 AM

Videos are turning out to be one of the most effective marketing tools. That is whereYouTube can become an ecommerce merchant's dream come true.

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What You Need to Know About Inbound Marketing

What You Need to Know About Inbound Marketing | Content Creation, Curation, Management | Scoop.it

Inbound Marketing has gained a lot of attention in the past few years. However, inbound techniques have been around long enough that they are unlikely to be replaced by the next big thing in the near future.

Not convinced about the strength of Inbound Marketing? It's getting more difficult to succeed with straightforward search engine optimization, but Inbound Marketing can improve your rankings.


Via Ivo Nový
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How To Know What Your Audience Wants Before Investing in Content Creation and Marketing

How To Know What Your Audience Wants Before Investing in Content Creation and Marketing | Content Creation, Curation, Management | Scoop.it

Nothing sets content marketing up for success quite like a deep knowledge of the people you're hoping will love what you create. In today's Whiteboard Friday, Rand shows you how to acquire that knowledge.


Via Pedro Da Silva, Os Ishmael, malek
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malek's curator insight, January 24, 6:52 PM

putting the cart before the horse, we always do.

Ivo Nový's curator insight, Today, 11:13 AM

Another great example of content marketing in action.

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The 8 Types of Articles That Will Attract Intelligent Readers

The 8 Types of Articles That Will Attract Intelligent Readers | Content Creation, Curation, Management | Scoop.it
Looking to attract a smarter audience? Incorporate these types of articles into your content strategy.
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Moved To Published: Using Trello As An Editorial Calendar

Moved To Published: Using Trello As An Editorial Calendar | Content Creation, Curation, Management | Scoop.it
We manage a robust content pipeline without sending one, single, solitary email. Trello is the easy way to manage a large amount of content, and any size team, without ever pushing back a publish d...
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Is SEO a Myth? - Business 2 Community

Is SEO a Myth? - Business 2 Community | Content Creation, Curation, Management | Scoop.it
There is an old man in Woking, Surrey, who carefully places a bowl of custard outside his front door every night before he goes to bed.
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5 ways to come up with great PR ideas

5 ways to come up with great PR ideas | Content Creation, Curation, Management | Scoop.it
Feeling tapped out? Try these techniques to get your creative juices flowing again.

Via Jenni Hilton
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How to Find Amazing Photos You Can Legally Use and Add Text To

How to Find Amazing Photos You Can Legally Use and Add Text To | Content Creation, Curation, Management | Scoop.it
Here's the thing: You can't use someone else's photo on your blog or in social media without permission.
Even if you give attribution and a link back to the photographer.
Even if everyone you know does it all the time.
Even if you think the photographer will like the promotion you're giving her.
Even if you have ASKED permission from someone to use one of her photos in the past!

Via Laura Brown
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