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Gimlet isn’t alone here; there other prominent examples of media companies with an emphasis on long-form that are attracting millennials – VICE and Netflix docu-series come to mind. (It should be noted, even BuzzFeed, the king of snackable content, has invested in and attained recent success with long form.)
So why is this? What are these companies doing that allow them to build large millennial audiences against the conventional wisdom that shorter is better?
For your consideration, here are three reasons why long-form is actually the ideal format to reach millennials....
A recent Tomoson study found that marketers are seeing a $6.50 return on every dollar put toward “influencer” marketing. That supports a claim from another recent study from Schlesinger Associates, which reported that 81 percent of marketers said that engagement with brand advocates was effective.Identifying the right brand ambassadors to use in your campaign is still the biggest challenge to this tactic....
Not sure how to get started? Successful Instagram ads need to have two important elements: inspiration and information.Inspiration is what causes viewers to stop and look at your image while scrolling through the feed, while the information is what drives them to take action.
When combined properly, these two elements create a powerful duo that seamlessly fit with the character of Instagram.To create your own look, there are free design applications such as Content Creator, that allow you to use beautiful templates and design professionally looking ads from your iPhone and iPad in minutes.
Keep in mind these 7 tips when creating your next Instagram ad;...
Jessica Lessin’s The Information charges readers a hefty chunk of money ($399 a year or $39 a month) for access to top-tier tech journalism. Financial Times CEO John Ridding works for a respected financial newspaper with a strict paywall. LinkedIn Executive Editor Daniel Roth runs a digital platform powered by user-generated content.
Three different business news and media companies, and three distinct plans to make money. Who has it right?
If you're in Social marketing, content marketing, journalism, PR or marketing and you want to understand the future of journalism and social media, this interview is a must-view. Great insight and perspectives on trends in mainstream and social media. Highly recommended. 9/10
The way I see it, demand generation is the direct opposite of the old-school cold-calling approach. It's the process of turning cold leads into warm leads, then guiding those warm leads down your funnel towards a sales conversation. And for those who fall out of the funnel, it's the process of establishing regular touch points with them until they (a) become customers or (b) tell you to get lost.
What demand generation is not is a campaign. The goal of demand generation is to establish relationships, some of which can go on for months or even years before the prospect is ready to enter a sales conversation....
A content-marketing editorial calendar is simply a list of what content your ecommerce business will publish. It includes where that content will be published and promoted and when it will be published, republished, or promoted.
The process of developing an editorial calendar for your blog, social media posts, and videos will help to make your content more successful and your company’s execution better. But the magic, if you will, is not in the list itself, but in the creation process.
The act of creating a content-marketing editorial calendar, as described in six steps below, requires you to focus on your content strategy. Ask yourself how you will implement that content strategy and what your content should achieve for your business.
This focus and planning is really what leads to success. After that, you simply need to execute the plan and measure the results....
The way that we create and promote content is constantly evolving. Certain marketing activities catch on and become popular, while others fade away.
I’m sure you’ve seen some posts that generated thousands of social shares and thought, “but I can write better content.” Well, maybe.
But does it really matter? The truth is that you need to learn what makes some posts more successful than others – why some pieces of content survive the test of time, while others quickly fade away. Let’s look at the 4 ingredients that you need to infuse into your next blog post so that it can generate massive social shares
Do you remember anything at all when you watch ads -- or is the experience a hazy blur? The fact is, consumers rarely remember a product -- they remember stories, which may inspire the use of the product. That element is what online advertising is lacking.
Two weeks ago I talked about the value of complementary storytelling vs. disruption. For advertising to be as effective as it can be, ad stories need to align with the content so that it, along with targeting, ensures relevance of the message in a way that elicits a response.
I also want to remind advertisers to spend the extra time to tell a story that inspires consumers, rather than simply telling them about your product. I don’t mean that all ads have to move you to tears. I’m referring to inspiration in the manner of a quiet...
The research findings would appear to suggest that viewing branded content on a mobile device can have a big impact on consumer purchase intent. This isn’t too surprising, given the fact that mobile devices are with us all the time and deliver personalized content on-demand. A lot of this content is branded and served up in native formats.
Impulse purchases, it would seem, are going to become fairly de rigueur -- that is, if the mobile checkout and payment process becomes easier and more seamless.
Well-produced branded content, at least in this survey, looks like it can deliver the goods, so to speak.....
As we all should know when it comes to building an audience, “content is king”. However, with the mass-production of online content and Google’s latest algorithms, quality content should be the main focus of all content contributors.
Quality content is content that manages to be error-free and engaging. While having error-free content is only a matter of having a good command over the English language, and ensuring that your content gets proofread by a qualified editors (if necessary), creating “engaging” content opens up a whole new chapter.
The purpose of this article is to help you create high quality content more often.Here are 10 secrets on how to create engaging content that should keep your readers hooked and coming back for more....
Content marketing is everything. It's nothing. It's substantial like rock. It's fleeting like the wind. It's both sides of the brain in perfect harmony. It's the brand story. It's the value proposition shown, not told. In other words, it's a tactic with an identity crisis.
Teeehe Content Marketing Institute itself is proud to stack up no fewer than 21 explanations of this burgeoning field, plus six more definitions on another page on its site. I say this not to ridicule, but to highlight the confusion in the marketplace about content marketing. There's not a broadly agreed-upon definition of the field....
Ok, it's confusing but trust me, this article is not and makes a good job at explaining a simple but often misunderstood truth on content marketing: the intent is important.
Publishing content randomly won't help your brand or company at all. It's publishing content that adds value to your audience and brings it close to your brand or a buying decision.
Ok, it's confusing but trust me, this article is not and makes a good job at explaining a simple but often misunderstood truth on content marketing: the intent is important.
Publishing content randomly won't help your brand or company at all. It's publishing content that adds value to your audience and brings it close to your brand or a buying decision.
To help you reach your target audience and boost traffic, we’ve gathered 25 great content distribution tools for owned, earned and paid media strategies....
If your topic seems boring to you, take heart. One of the reasons why B2B content marketers struggle to produce a variety of engaging content is because they see the topic as boring.
But there’s good news: Since most people in your industry aren’t creating useful content solely because they don’t know how to, boring topics can be a great opportunity for you to dominate your niche.
Let’s discuss the 4-point approach to writing an interest blog post in a boring industry. Are you ready?...
When it comes to creating a Facebook ad for your business, there are a lot of different things to consider.
How much text should you include? What dimensions should your images and videos be? What's the difference between a desktop News Feed ad, a mobile News Feed ad, a right column ad, and an Instagram ad? How does the auction and billing system work?To be honest, it can get a little confusing.
That's why WebpageFX created the infographic below. It's a cheat sheet for all things Facebook advertising, from the ideal dimensions of your images and videos to what the most clickable ads look like.Check it out, and read this blog post for a more detailed, step-by-step guide for creating Facebook ads....
Now is the best time to get started with Instagram – it’s popular, fun, growing, and has huge engagement levels. Not to mention a LOT of brands aren’t making the most of it yet.
Basic Instagram tips.Whether you’re creating your personal profile or managing your company’s account, the following tactics will help you build an Instagram following from scratch....
Social strategy. Digital strategy. Mobile strategy. Content strategy. Everyday we’re being urged to create a new strategy. But with all the chatter about new channels, it seems we may have lost sight of the concept of an overall Marketing Strategy. And this gap has huge implications for marketing effectiveness. The tactical programs we create need to rest on a single foundation, otherwise we’re just sending dollars out the door.
Case in point, the biannual CMO Survey just released by Duke University's Fuqua School of Business, the American Marketing Association and Deloitte revealed that “marketers are expected to nearly double their social media spending in the next five years even though most can't show the impact of social on their business.”
Ya’ll as we say here in Texas, social media, direct marketing, public relations, advertising, etc., are not strategies -- these are tactics, and each of these tactics can potentially be deployed to support any number of strategic options. Marketers, I issue you a call to arms, it’s time to get serious about marketing strategy.
Marketing strategy, not a channel or touchpoint or tactic, is how your organization will achieve its mission. It is the critical link between marketing objectives and marketing programs and tactics. Your strategy selection (and just as importantly what is not selected) provides focus and enables your organization to concentrate limited resources on building core competencies that in turn create the sustainable competitive advantage needed to pursue and secure the best revenue opportunities....
Instagram is the social platform for visual content. For brands, Instagram can be a place to show off products, celebrate your culture, feature your community, and even make some sales.
Here is a list of brands on Instagram. Some of the brands post their own content, while others feature images and videos from followers and contributors. Several of the brands offer feeds to purchase items from images....
Nike has suspended the eight-year, $70-million contract it renewed in 2010 with tennis star Maria Sharapova after she announced yesterday that she had failed a doping test taken during the Australia Open in January, where she advanced to the quarterfinals. Porsche this morning said that is will “postpone planned activities” with the 28-year-old, Russian-born athlete. And Swiss watchmaker Tag Heuer said it would not renew a deal with Sharapova that expired at the end of 2015.
The banned substance in her system, meldonium, is a drug manufactured in Latvia that is not legally available in the United States. Sharapova said her family doctor had prescribed it for her a decade ago for several health issues. She admitted she had received an email on Dec. 22 announcing the ban but said she had not clicked through on the link....
Three weeks ago the Metropolitan Museum of Art—known colloquially and now formally as "the Met"—unveiled a new logo and identity system designed by the international firm Wolff Olins. The response from critics was swift and fierce. Influential typographer Erik Spiekermann harped on the logo's proportions and "forced curvy shapes"; New York Times critic Michael Kimmelman accused the museum of pandering to younger audiences; and Justin Davidson, of New York magazine, compared it to a typographic bus crash. Ouch.
It’s a familiar scenario with logo and identity reveals—the images get passed around the Internet, critics weigh in, and the peanut gallery follows. Such was the case with Google, Airbnb, Hillary Clinton's campaign logo, the Olympics, and the rebrand that (arguably) sparked incendiary "logogate" culture: Gap.
Two things caught my eye last week here on Mediapost. One article summarized an ANA study suggesting that a growing number of marketers are taking programmatic in-house because… fraud and transparency: ). The other article stated that, according to research by Technology Business Research, of every dollar spent on programmatic only 40 cents reaches actual consumers! That's right, a full 60 cents go to agencies and technology “providers.” Those numbers are in line with findings from the World Federation of Advertisers from two years ago.
The ANA also reports that in 2015 you could lose anywhere between 3% and 37% of digital ad dollars to bot fraud. How do you calculate an average number for losses if the range is so wide? And what do you apply to an ROI calculation when you know that different digital media have different levels of fraud? The ANA reported that video had up to 73% more bots than any other form of digital advertising...
No wonder marketers aren't sold completely on digital media. The verified reach provides a much different picture after fraud, blockers, bots and waste are taken into account.
I’ve been doing this awhile. I know a lot of great copywriters. And they know a lot of great copywriting secrets, as do many of my peers who are journalists and content marketers that wordsmith with the best of ‘em. So I asked them this one question.This post reveals their answers: the secrets to great copywriting from many of the professionals I consider to be amongst the best at the craft....
Barry Feldman shares tips from more than 20 of the best copywriters and content marketers share their thoughts on the essential ingredient of great copywriting.
Barry Feldman shares tips from more than 20 of the best copywriters and content marketers share their thoughts on the essential ingredient of great copywriting.
Barry Feldman shares tips from more than 20 of the best copywriters and content marketers share their thoughts on the essential ingredient of great copywriting.
Barry Feldman shares tips from more than 20 of the best copywriters and content marketers share their thoughts on the essential ingredient of great copywriting.
Brian says that when you think about marketing as engagement, meaning a moment of truth in which you can take someone’s attention and give them your attention, you have the opportunity to do something that’s not only productive and useful, but also great.
The future of business, he says, is in optimizing the four Moments of Truth.
The Zero Moment of Truth, the discovery process, occurs when someone wants to know something. Online, they use Google search, social networks, review sites, etc., to learn more about what they’re searching for. In the Zero Moment of Truth, businesses want to engage and hand-hold someone to the next step.
The First Moment of Truth is when people have included you (the business or brand) in their final decision process. This is where the marketing, packaging or presentation line up and customers buy your product....
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