In the third session of the day at Startup Marketing Conference in San Francisco, Jason Miller, Senior Marketing Manager of Content Marketing & Social at Linkedin and Megan Leap, Principal at LEAP, covered content marketing. Miller opened with a plea to startups to being their content marketing now. He cited Geoffrey James’ three elements of content: 1. On-Demand 2. Solution and 3. Transcendent Empathy as a framework for content development.
Miller then introduced the concept of The Rock: a big piece of important content. I started to lose him here, as Miller talks faster than the FEDEX guy. He then compared content to a big turkey and how it can be repurposed in a variety of ways (dinner, lunch sandwiches and maybe a salad). His example was The Sophisticated Marketer’s Guide to LinkedIn and how he and his team repurposed the content they created in a variety of form factors. His Bat out of Hell marketing approach to content marketing means hit them where they live and keep hitting them until they break.
Results were shared by Miller, focusing on which channels worked best. Promotional channels included email, blog, InMail, company page, SlideShare, social platforms, etc. His slices of the turkey (elements... Read more
Everyone has access to publishing these days, but are all blogs created equal? Feldman Creative and ClearVoice unveil the truth about blog publishing in an infographic titled "Eulogy for a Blog".
To support the launch of BBC Music the company created a content based campaign to get people talking, engaging and sharing a video – the most sharable of all content formats. The result is an all-star version of the Beach Boy’s God Only Knows. Considered to be one of the most beautiful and unique songs in pop history, it was an inspired choice.
Luxury fashion brands play well with social media. With social media becoming more and more visually-driven, it’s put this category in an even better position to maximize impact with highly graphic content.
This report takes a look at 3 of the more prominent campaigns that ran during the month of September, 2014. The brands analyzed are Burberry, Louis Vuitton, Chanel, Dior, Versace, Gucci, Armani, Dolce & Gabbana and Calvin Klein.
Numerous campaign themes evident within a single month
Industry is trying a range of messaging tactics: branded content, product launches, event coverage, publicity
Network performance varies greatly, with Facebook offering reach, and Instagram high engagement levels
Tags: content marketing, content strategy, Facebook, facebook marketing, Facebook strategy, fashion, luxury, Social Media, social media analytics, social media marketing, social media strategy
Posted in Creative Best Practices, Emerging Platforms, Opinions, Research, Social Media, Web Analytics | No Comments »
The Zuum report “Children’s Hospitals - A Week In Social Media” is an example of how to use Zuum to stay on top of the latest content trends in any given industry. See not only which networks have the most fans but also drive engagement. Review the top campaigns, comparing how they perform to other campaigns and popular topics. Assess a brand’s top influencers and how much influence they generated.
Brands analyzed include Children’s Hospital of Chicago, Boston Children’s Hospital, Children’s Hospital of Los Angeles, Children’s Hospital of Philadelphia, Children’s Hospital of Pittsburgh, Children’s Hospital Colorado, Cincinnati Children’s Hospital Medical Center, Johns Hopkins Children’s Center, Nationwide Children’s Hospital and Texas Children’s Hospital.
Data highlights and key takeaways:
37% of all posts were made by the Children’s Hospital of Pittsburgh
49 of the Children’s Hospital of Pittsburgh’s 176 posts were for their #dverockschildrens campaign
Posts requesting donations generated more than 3x the overall per post average engagement
Children’s Hospital of Pittsburgh used the #dverockschildrens campaign to support their fundraising drive
During the #dverockschildrens campaign, Children’s Hospital of Pittsburgh had a noticeable spike in new fans
Tags: content marketing, facebook marketing, PR & social media, Social Media, social media marketing
Posted in Creative Best Practices, Emerging Platforms, Research, Social Media, Web Analytics, Word of Mouth | No Comments »