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Almost two-thirds (63 per cent) of brands now have a dedicated content marketing budget, research from Bite has found, with 43 per cent of those surveyed saying content marketing was a board priority for their company
Martin (Marty) Smith's insight:
Yep, this infographic sounds and feels right to me. Fact I was surprised it was as high as a third :). Marty
Value, Experience & The New SEO
Brian suggested we have a debate and I think that is a great idea. Will see if we can put together a HOA on content marketing, engagement and the new SEO soon. In the meantime I'm sure everyone will chime in on this G+ post.
If you are going to create #contentmarketing these days it better be EPIC. There is way too much noise. Only Epic Content will do. Here are 5 Easy Steps To Create Epic Content Marketing:
Martin (Marty) Smith's insight:
This is a cool post format - important content marketing terms with short explanations. The format has more editorial control than it appears because the writer is selecting the terms. I would probably arrange in order of priority. They arrange by alphabetical which makes all terms feel equal...they aren't :). M
Internet marketing's "perpetual motion" machine is based on content creating community and, after winning hearts and minds, community becomes conversion.
Martin (Marty) Smith's insight:
Content, Community and Conversion dance a particular ballet. They are partners each contributing movement and beauty to the other. This Curatti post shares how one dancer supports the other with a simple yet complex goal - the self-perpetuation machine that happens as if by magic and helps create MORE from LESS.
Great conversations with Guillaume Decugis, Mark Schaefer, Phil Buckley, Mark Traphagen & others last week convince me there's a Curatti in our future.
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* Templated and easy to private label "work spaces" to share reporting with clients.
* Reasonable price / value.
* Sliders to manage prioritization based on dimensions such as difficulty of the task or ROI.
Netflix & Amazon know something most new to web merchants miss; Information creates online scale becoming the gold at the end of a means rainbow.
Martin (Marty) Smith's insight:
Netflix and Amazon understand something most "new to web" catalog merchants don't - information is both means and ends. Online scale depends on information more than money.
Welcome To Content Marketing
Major Scoop.iteer Jan Gordon launched Curatti.com - The Editors of Chaos website over the weekend. Jan's mission is important. She wants to save the golden content marketing goose before its killed by its own popularity.
|Nearly half of companies (46%) now have formal content marketing strategies, and 37% are considering such strategies, according to a recent survey of 217 marketing professionals by Unisphere Research and...
Via Günter Schumacher
Martin (Marty) Smith's insight:
The great title of this scoop says it all. Everyone is creating content marketing but no one is sure how the top of the conversion funnel, those things we do like blogging and social media that drive traffic, and the bottom of the funnel, the magic land of conversions and ROI live, are connected.
Great list here, but "ultimate" not even close (lol). A few of my favorite content curation tools NOT mentioned include:
BANG Branding Changed Figuring out why branding changed is moot. Understanding HOW branding has changed is important. Brands used to create aspirations for customers as this 1958 Tide commercial demonstrates: Flash forward to this video from Red Bull TV: What happened? A: The web, Smart Phones, We Changed, Branding Changed. There isn’t ONE thing moving …
|Suggested by Bill Gassett|
When it comes to social media, there are two platforms that are no longer optional: Facebook and Google Plus. Yes, Twitter is cool and Pinterest is fun, but they can’t do for your real estate business what Facebook and Google Plus can -- at least not yet.
The Revolution Won't Be Televised YOU Will Create & Publish It
Real Estate is about to CHANGE. The space is being "rolled up" by outside forces - forces who know more about Internet marketing than real estate such as Redfin, Zillow and Trulia.
Bloomberg shared the GOOD NEWS (http://www.businessweek.com/articles/2013-03-07/why-redfin-zillow-and-trulia-havent-killed-off-real-estate-brokers ) about the "resilience" of "the old model". It seems buying a home is something people want help with and are willing to pay for that help.
If the attack of the roll up artists have been at least momentarily slowed there is another problem - how should realtors market themselves. I just scooped a post about niche marketing (http://sco.lt/7V8dLV ).
Finding an ownable "content niche" may be the most important mission any realtor faces and few understand or discuss. An attempt to be all things to all buyers/sellers online is a prescription for disaster.
Online your ability to own a niche such as relocation specialist or passionate about Arts and Crafts bungalows CREATES AN ABILITY TO SELL MORE BROADLY.
This is the CATCH-22 of marketing online where you must effectively narrowcast to have the authority needed to broadcast. Tools mastery reflects this online marketing irony for realtors. YES you can get business from StumbleUpon, but that business may be costly since learning StumbleUpon took away from your mastery of Facebook and GooglePlus.
I don't agree with the elimination of Twitter for realtors. Twitter is the "radio of the web" when you blog something Twitter is a great place to announce its presence. Twitter helps build community and its time to use to mastery is low enough it shouldn't take away from a more concentrated focus in learning how to use Facebook and G+ at high levels.
I do agree with Facebook and G+ along with a blog / website (see my Curatti post on the difference between blogs and websites http://curatti.com/websites-vs-blogs/ ) as the core of any realtors online marketing tool set and arsenal and the linked post does a great job explaining why.
The most important, and counter intuitive, idea is to NARROW to an ownable niche in a real estate agents online marketing since doing so creates the permission and authority needed to benefit from broadcast.
In other words, if you are the Arts and Crafts bungalow expert in Durham, NC you will get more condo and Victorian sales too because your online presence has authority. Trying to become an online authority in more than one niche is HARD to IMPOSSIBLE.
And that online marketing lesson applies to lawyers, doctors, accountants and car dealers too. Find the ownable niche, become an authority even if it is only "local authority" and use Facebook to create community and GooglePlus to create conversation and you will continue to beat back the Zillows of the world.
Social media has been with us for over a decade. Its impact started small but it's now significant. We have passed a social media marketing tipping point
I Scooped this amazing Jeff Bullas article and thought about it more. The tipping point is bigger than just Social Media Marketing. Beyonce worked the album to make it VISUAL. This took 18 months, but she succeeded (not hard when you are Beyonce).
As you read the amazing stats below how Beyonce BLEW UP social media and commerce with her Surprise album read Jeff's post about how she changed her approach too since there may be more than one tipping point here - Social Media Marketing & Visual Marketing on SMM.
Great Scoop by Mike of a Jeff Bullas post noting how Beyonce may have marked our social marketing roi tipping point. Here are quotes from Jeff's post:
The tipping point?
With the evolution of the web there are some events that are small but significant. One of those happened on December 13, 2013. It was when Beyonce launched her latest album with an update on Instagram just captioned as “Surprise”
This broke convention.
Normally millions are spent on traditional media. Lady Gaga hyped her latest album by spending millions on bus advertising, billboards, 2 pop up stores and performed countless interviews. The result. She sold 305,000 copies in 2 weeks.
Beyonce, who has 8 million Instagram followers and over 53 million fans on Facebook decided to go straight to her fans. She decided to give the bus a miss. It was launched directly to iTunes and social media. She invoked the power of ”World of Mouth”
* It sold 828,773 copies in 3 days
* Twitter reported 1.2 million Tweets in 12 hours
* It was the largest single week ever in the Apple iTunes store
* It was iTunes fastest selling album worldwide
Jeff notes implications including
The lessons and what can you do
You may be not a Lady Gaga, Beyonce or a famous singer but the lessons are there. Start building your “own” digital assets. The world has changed. It is digital and it is social.
*Take control of your own digital future and build your own online assets and authority.
* Grow your social networks now. The priorities are still for the most part Facebook and Twitter. It will also depend on the demographic, audience personas, media preferences and industry. So you will also need to consider Instagram, Pinterest, LinkedIn, Slideshare and YouTube. It will also be determined by whether you sell to business (B2B) or to consumers (B2C).
* Create the best content you can. Repurpose it in a range of media including visual.
* Publish and promote it everywhere on social media.
* Don’t forget your other digital assets. This includes a blog, search engine optimisation, continue to increase your email subscriber list and keep up your content creation. It also means using content marketing in your mix.
* Boost your marketing with paid and targeted social media advertising. It doesn’t have to be expensive. You may need to get marketing traction fast and can’t wait to build the social networks from day one.
I agree with Jeff's points, would go easy on the paid stuff until you know what works, and would add these:
* Use G+ Author Rank as a great way to carry your klout with you.
* Crowdfund content - find ways to create community around your content and best way is to put THEIR content on YOUR websites.
* Contests and Games - great social content you can create with low costs and high User Generated Content (UGC) & social value.
* Be SOCIAL on Social Media - say congratulations, thank you and ask for favors.
* Create video content because it is engaging, highly social and easy to move around the web.
* Do Hang Outs On Air because they are fun and LIVE and so a little dangerous.
Content's Marketing's Hard Rain A-Gonna Fall
As much as I love a good debate the one I covered on ScentTrail Marketing on Friday between Scoop.it CEO Guillaume and ace content blogger Mark Schaefer is moot.
Google's algorithm is set. Facebook's "edgerank" is tightening. As Barabasi notes in his highly recommended book LINKED: How Everything Is Connected To Everything Else a hard rain is about to fall on content creators.
Do I believe in Guilluame advocacy of content curation? Yes, do I believe content curation can save PR4 blogs? Not even a little bit. The rich are about to get richer. Smart move is to pay the freight - cut partnership deals with content hubs in your business segment.
This G+ post shares how to structure such a deal since you need to discuss a lot of dimensions of support (not just what you owe them for their greatness lol).
Big Data has been a theme for 2013, and it poses the threatening question of how one can possibly interpret all the data that is available to take in.
As consumers of data, we’re constantly deciding whether to “bookmark” a particularly interesting file, or make an entry in Evernote to come back to read it later. There is so much data being generated every single minute on the Internet that it becomes increasingly time-consuming to make decisions such as: Should I read it now? Should I make a note of it in my Moleskin notepad? Should I email the link to myself?
In short, we spend more time sorting through, curating and organizing data that already exists. In doing so, we create more data about data!
If we are smack in the middle of a digital marketing revolution one of the most important wheels keeping that revolution turning faster and faster is VISUAL marketing. Friends @Scoopit call this "lean content", content that conveys complexity quickly, simply with visualization.
Mobile is another wheel turning the marketing revolution faster and faster AND being accelerated by little screens with their swiping, snipping and spinning of "mobile content".
What is "mobile content"? Some say there is no such thing ad "mobile content". I think there is an opportunity to create "mobile first" websites where content flows evenly, smoothly and in many directions at once.
Content is why the "mobile revolution" is about more than phones. Once we re-imagine content that creates engagement across all platforms (social and owned) we see the need for arresting visuals, great headlines and content snippets.
We are smack in the middle of a revolution. Visual marketing is a monster flywheel driving this revolution faster and faster, better and better. Find ways to make your content leaner and more visual in 2014 to stay up with the game.
Great post here from Tom George at Internet Billboards.
* More content marketing.
* More content curation.
* New SEO with Hummingbird leading to semantic web. .
* Quality goes up.
I disgree with the last bullet since we don't have the tools yet to insure quality of content marketing and curation improves. Next year we will continue to muddle through. By the end of the year we may have better tools, tools capable of connecting top and botton of the funnel.
5 Secret & Disruptive Content Curation Tools
* Haiku Deck.
More thoughts on Scoop.it as HUB of content marketing on GooglePlus: https://plus.google.com/102639884404823294558/posts/WKour5A4fke
Martin Marty Smith on Scoopit
@Martin (Marty) Smith
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MarketingProfs and the Content Marketing Institute (CMI) have followed up their study of B2B content marketing trends with research into the emerging trends in the B2C
Fascinating study showing a narrowing gap between B2B, traditional leaders in content marketing and curation, and B2C. The narrowing gap proves what most on Scoop.it already know - content marketing is THE MOST IMPORTANT MARKETING your company, brand or personal brand is doing (period, full stop).
This piece inspired me to create a post about the difference between B2B and B2C content marketing. You can find that post the Ecom Revolution on Scoop.it: http://sco.lt/5oXU6T