“2015 is the year content subsumes marketing and brands realize that content is the atomic particle of every aspect of marketing.” – Shane Snow, Contently
It’s old hat to say that Amazon CEO Jeff Bezos defined “brand” as what people say about you when you aren’t in the room. But even if that’s true, Bezos has only identified the situation without prescribing a way of changing it. If you can’t be in the room to change the brand, what can we do to influence how people talk about you?
For talent acquisition professionals, this is doubly important as our prospects form impressions of our brands long before we can reach out to them. Decisions such as to whether to sign up for updates, whether to respond to a recruiter, and whether to apply for a job start with the brand when you’re not in the room.
Which is why we’re so in love with content and content marketing. Think about that moment when people talk about you when you aren’t there. Content is what they are looking at. Content is what they are referring to. Content is what helped them form an opinion about you. At the same time, content is what draws you to their attention via Google and social media. Content is what gets shared because done well, it is engaging, useful, educational, and entertaining.
In many ways, 2013 and 2014 were when content marketing went from “interesting idea” to “useful tool” for talent acquisition. As case studies start trickling out of agencies, showing that content influences people at almost every stage of the sales or consideration process, everyone is taking content seriously. More companies are looking to content to advance their employer value proposition to prospects at every position of the sales funnel.
As 2015 approaches, no doubt you’re wondering what the future holds for content marketing within the talent acquisition space. While content marketing sometimes feels new and novel, the future boils down to being authentic, specific, and useful.
Tis’ the season for pinning! Whether you are looking for a DIY ornament project or need the recipe to your favorite treat, Pinterest is one social media platform that allows you to easily find both. Beyond crafting and cooking, Pinterest is also one of the top resources for shopping this holiday season. Recently, Curalate ran a study to detect the most popular item on Pinterest and found that a pair of J.Crew camping socks were the hottest item on the site. The study also showed that 3 out of the top 5 items in their study were sold out in the color that was pinned. Given the visual nature of Pinterest, it makes for an effective marketing tool for e-commerce and retail companies.
Out of all the major social media networks, Pinterest users spend between $140 – $180 in the online check out as opposed to Facebook and Twitter users who spend around $60 – $80. To fuel the shopping machine, nearly 79% of department stores have Pinterest accounts and are running campaigns on the platform during 2014.
Throughout the year, Pinterest has made its site more appealing for brands and has added features that allow more measurable goals to be set for this year’s holiday campaigns. The addition of Promoted Pins and easy access to account analytics data for business accounts allows brands to easily assess their ROI and improve their strategies.
Overall, brands on the Pinterest are taking advantage of the platform to feature holiday gift guides and act as a helpful resource that aids the shopping experience for users. While every company has approached their gift guide differently, there are a few that have really differentiated themselves from the competition to make it on to my “Nice” list when it comes to Pinterest:
A benchmark is a comparison to the standard. It allows us to weigh the performance of an action by comparing it to a previous accomplishment. In social media business, there are few things more important than reporting the performance of your social efforts through regular benchmarking. In this blog, we’ll review the metrics and benchmarking tactics used to judge social media marketing performance.
First, it’s crucial to understand where social media fits into your marketing strategy. What you or your company decide to measure ultimately depends on your business goals—goals that every business has, but are uniquely different to accomplish. Are you trying a to develop a community where people come to collaborate and discuss content? Or, are you trying to capture visits to your website in hopes to increase conversion? Are you B2B or B2C?
All these factors play a strong role in what you decide to publish, monitor and measure.
It’s a common pain point among B2B marketers. An effective inbound strategy requires a good volume of high quality, persona relevant content. You likely already know the answers to your persona’s pain points – and are working to combat them on a daily basis.
But when it comes to creating content outlining your organization’s expertise – getting more technical or non-marketing staff to put what they do into words is a sizable challenge. Not everyone can be a writer, and not every writer has the knowledge or capacity required to create the right content. So what can be done?
Most marketers realize that announcing and sharing their posts on social media sites like Twitter, Google+, or Facebook is an important part of attracting interest. Doing so allows you to alert your connections that you have new content to check out, and could even help jumpstart a conversation with the people you want to get to know.
Social posting requires more than just tweeting out a link to your new blog article. If you want to get the maximum effect for your effort, here are a handful of tips you may want to keep in mind:
Who doesn’t want to be more effective?
Who doesn’t want to use their time and utilize their skills to the best of their ability?
As you think about working more effectively – whether it’s for yourself, your peers, your customers or partners — you can use these 3 C’s to think a bit more strategically and tactically about your how to want to engage. There is no wrong answer for engaging with others. However, we are all limited to the same 24 hours, the same 86,400 seconds, every day. Use them wisely.
Communicate, Curate and Commit
These may be mixed and matched to suit your personal style. However, I encourage you to take a few minutes to read about each point, think about how you can apply them to your daily workloads, and then put a plan in place and start executing today.
What’s arguably the best way to grow brand awareness online? Content marketing. What’s typically the no. 1 reason marketers don’t use content to its fullest? Lack of time.
It’s a constant conundrum content marketers face: Consistent, quality content increases SEO and builds brand awareness, but few can find the time to do it right.
Fortunately, one of this year’s SEO buzzwords has the power to help marketers reach content goals while preserving time.
When it comes to looking for a job in the digital industry, it’s not enough to just fire off a CV and cover letter and hope for the best.
The internet and social media has given job seekers the chance to promote themselves beyond the traditional job application, and showcase their skills to millions of people all over the world.
A personal brand is vital in the digital industry, and social media is an important tool in building this – but how to do you go about that?
Well, here we’ve come up with 5 ways you can use social media to build your personal brand and bag a digital job.
Evaluating link quality within a link building campaign is critical, because you must ensure you’re building worthwhile links that help you reach your campaign goals.
Every link you build should be a link that you would be proud to show your friends and family, colleagues, and even Google. Building links you would be proud of means building quality links. But what constitutes a “quality link”?
Ever since the introduction of Google’s Penguin algorithm link building has shifted to quality over quantity. Here are some barometers you can use to measure link quality during a campaign:
Always scrutinize your links in these four areas to ensure you are building links that will contribute to a successful campaign.
Have you ever went on to your Google Analytics and seen a big spike in traffic? Like every good marketer you probably commenced with your happy dance before embarking on a mission to find out how exactly that happened, and more importantly; how to do it again.
Hands down, email is the king of social media.
Don’t take my word for it.
While email predates the current social media platforms, it’s integral to their traffic and engagement.
Specifically Facebook, LinkedIn, Twitter and Google+ use email addresses to identify and grant participants access. More importantly, they employ email to update and encourage members to return and engage. It doesn’t get lost in the social media stream.
Also, email can break through corporate barriers and be consumed at all hours and all places.
The average office worker checks email about 30 times an hour!
There were a lot of digital marketing changes in 2014.
Companies got serious about content marketing, brands and publishers embraced native advertising, millennials were pushed into the spotlight, and big data made it possible for content creators to figure out exactly whom they were targeting. More than ever, marketers focused on providing valuable content to their consumers, and making it accessible on every platform, including mobile. With companies globally spending an estimated $135 billion on content marketing in 2014, staying ahead of the curve and seeing down the road isn’t only wise creatively — it’s essential financially and strategically. So what will content look and act like in the near future? We asked our favorite marketing thought-leaders to tell us what they see in store for 2015.
In the spirit of giving, we asked some of the top B2B sales experts online to share their favorite sales tools they wouldn’t be without heading into the new year. The result is a hand-picked list of game-changing tools that can help you and your team crush your quota in 2015. Have a great to
You read a job decription, thinking how you have all the skills needed to perform the required duties. So, you refine your résumé to highlight past experiences, and describe how you are the perfect fit for the position in your cover letter.
Yet, you never hear a word from the agency.
You're left wondering, why didn't I make the cut?
Landing a job is about more than what you know. Sometimes, it helps to know someone. And sometimes, employers are looking for less tangible skills or a specific attitude in a person.
We asked 14 agency leaders what they are looking for in new hires in 2015. Read their responses for an inside glimpse at what makes a candidate stand out:
If you're a sales or marketing leader, you've probably just wrapped up strategy planning for 2015 (or you might still be in the thick of it if time hasn't been on your side. No judgment -- I've been there.) But a new infographic from Implisit which reveals the most and least effective channels for customer conversion might prompt you to crack the newly approved plans open once more and make a few revisions.
For instance, if you intend on finding customers through events and purchased lead lists in the new year, you might want to think again. These channels had the lowest lead to conversion rate of 14 options. On the opposite end of the spectrum were Facebook and Twitter, company website, and referrals, the last of which blew all other channels out of the water with 3.63% of leads converting to customers. These same
With miniature sensors and a projector, the upcoming product might make day-to-day connected devices a lot smaller
The booming wearables industry strives to keep users connected while exercising, working, and even eating. One new company wants to pack a number of features into a small, screen-free band that will keep wearers online anywhere — even in the tub.
You’ve likely heard the advice to add visual content to your blogposts whenever possible. Visual content is more than 40 times more likely to get shared on social media.
So I added images to blogposts.
And I learned there’s quite a bit more to it than that.
Adding images to blogposts is a great start. You’re likely to see increases in social sharing and time on page. Images just make everything more readable and shareable.
Adding images also brings with it another checklist of things to look for as you’re optimizing and adding – a checklist I’m afraid to say I missed out on for a long time with adding images to the Buffer blog. I’m happy to share with you all the things I did wrong with blog images over the past few months and tell you how I’ve learned from my mistakes and what I’ve changed since. I’d love to hear if any of this resonates with you!
More than half (53%) of email marketers say getting higher click-through and interaction rates is their top priority for 2015, according to a recent report from Campaigner.
The report was based on data from a survey of 130 email marketers conducted in November.
Other top email resolutions for the year ahead include creating a more holistic marketing plan that integrates social, mobile, email, etc., (20% of respondents cited); improving data collection and management (14%); and increasing the use of email marketing tools (such as A/B split testing, email automation, etc.) to improve results (14%).
Marshall Manson and James Whatley are back with their latest set of predictions for the social media year ahead.
This document outlines a brief review of the previous year's predictions and ideas as well as a more in-depth look at the thoughts, trends and predictions for 2015.
Whether you are writing an article intended to persuade, designing a commercial website, or building your slide deck to pitch your big idea, you can give your credibility a boost with one small change.
A recent experiment gave subjects an ad that described a medicine effective in treating a particular illness. Only two thirds of the people who read the ad, however, believed that the medicine worked.
Then, the experimenters added one element: a chart that displayed the same data. This small change caused the percentage of readers who believed the drug to be effective to leap from 67.7% without the chart to an amazing 96.6% with the chart.