Knowing a few simple steps to optimize video content specifically for SEO (which includes deployment and distribution) will elevate awareness and give you the edge you need to differentiate from competitors. To be honest, optimizing your videos for SEO isn’t rocket science, it’s actually pretty straight forward, but it is important you get it right from the start.
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.
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.)
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
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
This report provides an insightful look into the posting calendars, engagement levels and campaign themes of the Instagram accounts of 9 state tourism DMOs.
Brand post engagement rate averages on Instagram are 5.48% compared to .39% on Facebook, and .04% on Twitter
Instagram pages on average are growing followers at over 8% for the month of October, compared to .62% for Facebook pages.
Between Facebook, Twitter and Instagram, Twitter gets the most posting volume, but the least engagement.
Pure Michigan’s Instagram page generated more engagements than their Facebook page, despite having less than 20% as many followers.
Pure Michigan’s top campaign theme #upperpeninsula featured community-generated content.
State DMOs in the report: Alaska Travel News, Explore Georgia, Go Hawaii, I Love New York, Pure Michigan, Texas Tourism, Visit California, Visit Colorado and Visit Florida.
Tags: content marketing, content strategy, dmo, Instagram, Social Media, social media strategy, socialmedia, tourism
Posted in Creative Best Practices, Emerging Platforms, Opinions, Research, Social Media, Web Analytics, Word of Mouth | No Comments »
At the Startup Marketing Conference, the early afternoon panel on social media and storytelling included the following experts:
Colleen Pettit, Digital Media Manager, DoubleClick (panel host)
Todd Wilms, VP Digital, Neustar
Olivia June Poole, Director of Community Development, RocketSpace
Brewster Stanislaw, CEO and Co-Founder Inside Social
The first question related to content being king and how important it is overall. Stanislaw guided startups to focus on who the content is being produced for and how it can best be distributed. Poole reminded everyone that storytelling is more difficult when you don’t have an existing users, so it is important to get the stories out there early. Wilms took a more jaded approach, and cautioned against content for content’s sake. Take the time to find your voice before ramping up content.
The second question related to finding your story as a startup. Poole suggested interviewing early adopters to find out why they appreciate the product. Sans users, focus on education and thought leadership to start to build your story.
The third question addressed the conundrum of outsourcing content development to agencies or others vs. building it in-house. Poole indicated that agency partners are a luxury, so use them wisely (learn from them then do it on your own).... Read more
Tags: advertising, branding, brewster stanislaw, colleen pettit, content marketing, doubleclick, Facebook, google, inside social, neustar, olivia june poole, rocketspace, Social Media, social platforms, startup marketing conference, todd wilms
Posted in Emerging Platforms, Media Planning & Buying, Opinions, Social Media, Targeting, Word of Mouth | No Comments »