'Creative Best Practices' Category

The 4 "simple" steps to content marketing

Posted by Jacqueline Lisk on November 20th, 2014 at 12:36 pm

I find myself frequently explaining the four steps to a content marketing campaign to clients, and even to friends who are curious about the buzz surrounding brand journalism (or what the hell I do all day). The breakdown below is simple, accurate and an effective formula for launching your first, or hundredth, content marketing campaign.
1. Strategy
Skip this and you’re screwed. Your campaign should be part of an overarching content strategy which includes the following:

Your brand persona
Your company style guide
Your audience persona
Your goals for your readers (what will they get from your content?)
Your goals for your business (Common goals include brand awareness, relationship building, establishing thought leadership, SEO and lead generation. I always urge my clients to complement these big picture goals with concrete targets, such as how many views, clicks, or subscriptions you’d like your campaign to generate.)

2. Creation
Okay, now someone has to produce this content--the article, blog post, white paper, video, infographic or listical (I could go on!) that will educate your audience and align with your brand’s messaging. For many businesses, this is the most challenging part. Whether you decide to create the content in-house... Read more

6 shared characteristics of contagious content

Posted by Bethany Simpson on November 20th, 2014 at 9:22 am

tl;dr: Jonah Berger has identified six reasons things (ideas, branded content, rumors) get shared.
When a book hits No. 1 on both the New York Times and Wall Street Journal best seller lists, and wins Amazon's "Best Book of the Year" award, you know it struck a chord. Jonah Berger's "Contagious: Why Things Catch On" says it take more than advertising to make something popular. We spoke with Berger at ad:tech NY 2014 about the six basic principals that drive ideas and content to be contagious.
"If you're jelly, what's your peanut butter? What's the thing in the environment that's going to trigger people to think of you?" - Jonah Berger

6 shared characteristics of contagious content

You can't predict which content will go viral, but there are factors that are reliably linked to success. Jonah calls them the 6 STEPPS: Social Currency, Triggers, Emotion, Public, Practical Value, and Stories.

The importance of tribes in content going viral

The problem with social media is finding something everyone will like. People share what they have in common with small groups.

(Link to panel discussion coming soon.)

3 reasons "The Tipping Point" is wrong

We asked Jonah, by his definition, what video title would have a good chance of... Read more

3 tips for brands that want to go big on BuzzFeed

Posted by Bethany Simpson on November 19th, 2014 at 2:38 pm

tl;dr: If you are working in branded content, you need to take authenticity seriously.
If you want to tap into BuzzFeed's 150 million monthly uniques, you can't wing it. Audiences can sense if content was created by socially-fluent insider, or someone with a cursory understanding of the community vibe. We spoke with BuzzFeed's senior director of creative services, Melissa Rosenthal, at ad:tech NY 2014 about the best ways brands can take advantage of content opportunities on the internet giant, what it looks like when brands are trying too hard on BuzzFeed, and the most important consumer media habits brands need to be ready for in 2015 (and beyond).

3 tips for brands that want to go big on BuzzFeed

What it looks like when a brand is trying too hard on BuzzFeed

Before planning your content, make sure you're "a student of the internet." Otherwise it could be obvious your brand is playing in a community it doesn't understand. Goodbye trust.

New consumer habits brands need to be ready for in 2015 (and beyond)

"I never feel like I work in the same industry for more than three months," said Rosenthal, commenting on the rapid evolution of consumer likes and habits. Here are the most important... Read more

10 “Non-Work Ways” to be a Better Marketer

Posted by Anna Johansson on November 18th, 2014 at 1:45 pm

When you take care of yourself, you’re a better partner, friend, parent, employer and employee. While there are many tips abundant on how to do better at your work, they focus on a niche segment: How to explain technical information to Luddites. How to plan the perfect office holiday party that’s fun and memorable, but limits the odds of someone getting a little too tipsy. However, the reality is that if you focus on best practices for your overall self, that will natural segue into your professional self, too.
In fact, there are many better habits you can adopt from working on your sleep hygiene to becoming a better writer that will bolster your career. Especially for marketers, who need to balance social/people skills with technical skills in the digital marketing world, being well-rounded is a must. Here are a few ways to get a leg up on the competition while bettering yourself along the way:
1. Prioritize your sleep

Maybe you’re one of those people who never misses a scheduled gym session, or maybe you’re more the type to scoff at the idea of using an off-brand shampoo. Physical health is important to everyone, but the best kept “secret” is actually... Read more

Report: Instagram vs Facebook vs Twitter

Posted by Doug Schumacher on November 18th, 2014 at 11:44 am

We just published a 6-brand comparison of social media posting and content performance across the three networks. The brands analyzed are Burberry, Chevrolet, Coca-cola, Covergirl, Oreo and Red Bull. These are brands we've seen be very active on Instagram, and thought it would be interesting to compare their content activities across the three networks.
Highlights

Red Bull posted over half the content, and generated more than 55% of the total engagements.
Red Bull posted 574 times during October
Coca-cola only posted 39 times
Coca-cola’s engagement rate is more than 3x the average among all brands
Oreo had the most equally-distributed posting volume across all 3 networks. And the 2nd highest engagement rate.