Recent surveys suggest that 80% of marketers worldwide plan to use social media data to enhance their overall marketing efforts. However, more than 40% of marketers cite lack of analytics capabilities as a factor that prevents them from effectively collecting social media data.
This presents a significant challenge that needs to be overcome in order for marketers to tailor social communications in ways that encourage meaningful engagement.
Whether you’re creating a blog, developing a content-marketing campaign or writing for social media, hard-hitting content is the key to success.
But how can you achieve it?
Sometimes, the idea of content is better than the execution. The problem isn’t with what you're saying, but the way you’re saying it. Sharpen that up and your content springs to life.
Here are ten tips for freshening up your content to drive interest, engagement and social sharing. Copywriters swear by them, but anyone can use them.
It’s unlikely you’ve missed the recent internet meme that is the Harlem Shake, which is currently sweeping across the world.
And it was pretty inevitable that it wouldn’t be too long before brands jumped onto the bandwagon - already, Pepsi and Red Bull are among the companies who have already tried to prove that they’ve got their fingers on the pulse.
This in itself brings about various debates around user-generated content and the associated lifetime of memes (do they stop being a natural commentary of culture once commercialised?) - but, thought-provoking issues aside, it’s actually the massive uptake within the digital (and wider marketing and advertising) industry that’s of interest.
I know a lot of people who are great marketers, but when blogging they often worry that they don’t have something which is important or unique enough to share online.
Normally this is at the risk that someone may have said something similar before.
That makes sense in a lot of ways and it is a valid concern which I admit to thinking myself when creating new content, or speaking at an event. Of course you always want to impress by telling people something they don’t know.
Social media is not the new kid on the block anymore but it's still a growing channel and 2013 will see a number of changes - or so our industry experts think. Brands are starting to realise the importance of this channel and are looking for real numbers to back up the claims of agencies and social media experts.
The continued growth of content will affect how people use and interact with social media and the beands using it. And now that we can collect more specific and individual data through social media, this content will become even more effective.
Google's continuing moves to penalise marketers ‘chasing the algorithm’, and to reward those who produce useful and valuable content, is one of the principal reasons why content marketing has emerged as a hot topic over the past 18 months.
The majority of marketers surveyed in our Content Marketing Survey Report (produced in associated with Outbrain) agreed with the statement that “Content marketing is becoming its own discipline, like SEO or email marketing”.
The question remains to be seen as to how content marketing and SEO will change, integrate and evolve over time, with some predicting the demise of SEO and others insisting that it will remain as its own discipline.
To find out more, and following last week's post on the expert view on content marketing, we asked a selection of marketers how they "see the relationship between content marketing and SEO evolving over the next few months?” Their answers, some of which do conflict, are below…
Since the launch of our Content Marketing Survey Report, produced in association with Outbrain, the topic has continued to fuel discussion throughout the industry, as brands struggle for the attention of consumers and marketers find it ever more difficult to reach the top of the search engines.
As 2013 begins, we asked a series of marketers for their thoughts on where content marketing is going and what brands and publishers have been doing particularly well.
Their insights are below, along with some video shot by Outbrain at the launch of the Content Marketing Survey Report late last year.
As companies begin to look at inhouse content creation, the lines have blurred between traditional publishing and brand publishing. It's not enough to put out sub-standard content or rely on media outlets to tell brand stories.
While companies move into the publishing space, what will happen to this long standing industry?
If you need to create a social media marketing plan for your business in 2013 you'll be smart to cut these three strategies completely out of your budget, providing they meet these "tough love" performance criteria.
This is the year when content marketing and social media focuses like a laser on leads and sales. Or else.
At a publisher, you normally think about content strategy in a way that delivers growth, engaged audience kind of growth.
Content strategy is about more than that, but I want to address the issue of building audience, since that’s what a lot of people will be aiming to do with their content strategy during 2013.
I’ve worked on a number of large sites, and I normally see the same issues to begin with – get these issues right, and engaged audiences often grow.