Integrated Brand Communications
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Integrated Brand Communications
Focuses on branding and the role of communication methods such as advertising, events, sponsorships, content marketing and social media.
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Socialbakers Aims To Simplify Analytics With Social Health Index

Socialbakers Aims To Simplify Analytics With Social Health Index | Integrated Brand Communications | Scoop.it

How healthy are your business’ social media efforts? It’s a simple question with few simple answers, often leading down a rabbit hole of analytics data.

 

Socialbakers believes it can help businesses out of that hole. Today the social media analytics and optimization company announced the release of the Social Health Index, developed in partnership with Lenovo, one of its customers.

 

The index, which is available to Socialbakers customers through its executive dashboard, tracks a business’ social activity across multiple social networks, giving it ratings in four categories:

Participation – in a social conversationAcquisition – of new fans and followersRetention – of those fans and followersSharability – of content you publish or curate

From those components, Socialbakers calculates health index numbers — on a 100-point scale — for Facebook, Twitter and YouTube and for the overall effort. (To account for big fluctuations or one-off spikes, the company bases the ratings on the median value of each element).

Russ Merz, Ph.D.'s insight:

A new #socialmedia marketing benchmarking tool has arrived on the on the scene--the Social Health Index by Socialbakers. It is not clear what time interval the index covers, whether it is a rolling index or point in time. Plus, I wonder if it accounts for the differences in the market sizes of the brands within the cohorts. Lots of unanswered questions.

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Top Content Marketing Challenges, Benchmarks, and KPIs | Eloqua Blog — It's All About Revenue: The Revenue Marketing Blog

Top Content Marketing Challenges, Benchmarks, and KPIs | Eloqua Blog — It's All About Revenue: The Revenue Marketing Blog | Integrated Brand Communications | Scoop.it

As buyers navigate the research and sales processes independently, marketing organizations have realized the need for more sophisticated engagement strategies. To cultivate a greater role in decision-making process, companies are employing content marketing as part of an aligned, integrated communication strategy.

 

Content marketing maturation appears to be steadily increasing, as more than half (59%) of ‘leader’ respondents to the Aberdeen Group Content Marketing and Management Study say content marketing efforts are well aligned with sales methodology, compared with 45% of ‘follower’ respondents. The survey uncovered many valuable findings to help marketers assess their strategy and performance metrics.

 

Demand Gen Report and Harte-Hanks hosted a webinar yesterday underscoring these benchmarks, called “Getting Content Marketing Right: Right Stage; Right Persona; Right Content”. Aberdeen Group Senior Research Analyst, Trip Kucera, highlighted the challenges, benchmarks, and key performance indicators (KPIs) driving the content marketing discussion.

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2015 B2B Content Marketing Benchmarks, Budgets and Trends | Marketing Technology Blog

2015 B2B Content Marketing Benchmarks, Budgets and Trends | Marketing Technology Blog | Integrated Brand Communications | Scoop.it

The folks at Brightcove already did a great infographic on Content Marketing. Now they’ve joined forces with the folks at Content Marketing Institute and MarketingProfs to provide this insight into B2B Content Marketing Benchmarks, Budgets and Trends.

This research is incredibly important so that savvy marketers can benchmark their content marketing strategy, processes, and budgets against their peer group. Joe Pulizzi, founder of the Content Marketing Institute and author of Epic Content Marketing.

Other key findings from the report:

70% of B2B marketers are creating more content than they did one year ago, even those who say they are least effective (58% of them say they are creating more content) and those without any type of strategy (56% of them say so).Measurement is a key area where B2B marketers are struggling: Only 21% say they are successful at tracking ROI; however, having a documented strategy helps (35% of those with a strategy say they are successful).
Once again, infographics was the tactic that had the greatest increase in usage (from 51% last year to 62% this year).94% of B2B marketers use LinkedIn to distribute content, making it the social media platform used most often (they also say it’s the most effective social media platform).58% of B2B marketers use search engine marketing, making it the paid method used most often to promote/distribute content (they also say it’s the most effective paid method).More B2B marketers say they are challenged with finding trained content marketing professionals this year (32%) than last year (10%).


Russ Merz, Ph.D.'s insight:

A very detailed compilation of #benchmarks and #stats on the state of #contentmarketing among B2B brand marketers.

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