Content has become a dynamic, sophisticated tool that can have tangible, bottom line results. But these results don’t come easily; content take considerable work, commitment, endurance, dedication, and organizational alignment. Across the enterprise functional areas beyond marketing and corporate communications are generating content and these efforts need synchronization.
Tags: brand, content, content marketing, content strategy, Customer Experience Optimization, Optimization, personalization
Posted in Creative Best Practices, Emerging Platforms, Social Media, Websites | No Comments »
A look at the campaigns major CPG soft drink companies are running on Facebook, Twitter and Instagram. Brands in report are Coca-cola, Pepsi, Mountain Dew, Sprite, Dr Pepper and Fanta.
Each campaign had a different social network drive the bulk of the engagement.
Each campaign employed a tactic for generating audience participation.
Twitter is the network with the highest posting volume in each campaign.
Twitter, despite having lower fan counts than the corresponding Facebook pages, delivered more engagements on 2 of the 3 campaigns.
Facebook is the dominant network for reach, with over 92% of the average fan count.
Tags: content marketing, content marketing strategy, cpg, facebook marketing, Facebook strategy, Instagram, Social Media, social media metrics, twitter
Posted in Creative Best Practices, Emerging Platforms, Entertainment, Opinions, Research, Social Media, Web Analytics, Word of Mouth | No Comments »
All great marketers know – if your content isn’t performing well, you will need to dive into your analytics to see what’s really going on. The only way to optimize your content is to analyze your data, pinpoint areas of improvements, make the necessary changes and test - and it’s no different with video content.
While it might sound daunting to make changes to a complete video, it doesn’t have to be. There’s a formula to it really: divide your video into three distinct parts—Acts 1, 2 and 3—then analyze your drop-off rates for each section. When you think of your video as three separate pieces of content, it makes it much easier to analyze each section for variables and look for areas of improvement.
Tags: content marketing, Digital Marketing, marketing, online marketing, Social Media, Video, video marketing, youtube
Posted in Creative Best Practices, Opinions, Video, Web Analytics | No Comments »
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