This probably seems like 'newsjacking'. It might be. I'll try to get to bottom of what makes ‘Benton’ so shareable. (For the record, I know it's actually 'Fenton').
People in the digital industry are obsessed with memes because they spend all their days on the internet.
And it’s obviously clear that the recreation of this level of ‘sharability’ is the holy grail for brands, who find it difficult to convince the customer to suspend their disbelief when being sold to.
Some sources point to a shared piece of content being three times more likely to be viewed than a ‘paid’ piece. Below I attempt a cod analysis of ‘Benton’, to find out what makes him so sharable, along with some famous examples of adverts and video content that apply the same principles.
Your audience's opinions abut your content depends largely on their expectations, but few B2B marketers think about managing expectations around their content marketing.
In an interesting though at times over-excited Marketing Manifesto ebook Velocity proposes six B2B Staples, the first of which is content marketing.
Content has always been important to B2B, so why all of a sudden am I writing a blog post about it? For the simple reason that the business audience mindset has been shifting and digital content is the new brochure.
It’s an age old question for content marketers: what’s the recipe for ideal content that will be read, linked, tweeted and otherwise disseminated around the web?
We have an informal motto when it comes to online content: for something to be worth your time, it has to be either Useful or Amusing.
Increasingly the content marketing is growing from a glint in the
copywriter’s eye to a fully fledged marketing beast, rampaging through
budgets and upsetting marketing manager’s neatly planned timetables (We
even run a course about it).
Someone, somewhere finally figured out that
if you have a lot of compelling content, then you’ll get more readers
hanging out on your site. Of course, the trick lies in making people aware of all that fantastic
content in the first place.
It’s fair to say that users are often creatures of habit, visiting the
same blogs and sites on a daily basis, so while link building and guest
blogging have major parts to play in a detailed content strategy,
occasionally the only way to get in front of those cloistered users is
to market articles directly to sites they are already visiting.
There's been a sea-change in B2B marketing and it's all about our relationship to revenue.
Here's why it's a good thing, why it's an inevitable thing and what you B2B marketers can do about it.
Leading marketers are investing in a NEW approach to creating sales and leads. Are you? Here's what it is and how you can.
IBM recently published research showing that about 80 percent of those who begin a corporate blog never post more than five entries. And that's just blogging. The Internet is littered with near-tweetless Twitter accounts, expressionless Facebook pages, no-one-home YouTube channels. In the rush to adopt social media as a tactic, too many marketers leave strategy in the dust.
Increasingly, marketing isn't about buying media, the advertising model. Media is cheap -- or often even free. But rolling your own media brings with it a new set of challenges: coming up with enough content to fill all those blank pages, blog posts, profiles and such....and doing so on a regular basis, not just in a one-off burst of Week 1 enthusiam.