Tagged 'content'

2015 in Review: A Social Media Benchmark & Content Summary for the Yogurt Industry

Posted by Doug Schumacher on February 3rd, 2016 at 2:32 pm

In this report we look at the fan counts, posting habits, engagement levels, and content themes of the top yogurt brands in the US for 2015. We’ll analyze 5 category leaders: Chobani, FAGE, Yoplait, Oikos, and Stonyfield.
Highlights

Facebook is the largest network with 86% of the average fan count.
Instagram experienced the most growth at 133%, followed by YouTube at 40%.
Facebook is the industry leader in engagement, with 87% of the average total engagement happening on the network. Instagram had an average engagement of 14%.
Twitter is the leading network for posting, with 41% of the average posts. Second was Facebook with 24%.

Broadening your Appeal

Posted by Benjamin Taylor on January 28th, 2016 at 2:22 pm

In your average e-commerce scenario, an enterprising entrepreneur will pick a small niche of in-demand products that they understand, pop a website out of the ground, and hope that somebody shows up. Now, all the SEO and web development issues aside, successful entry into a market like that isn't easy.
Even if you can find the people who already want your product, put up a few testimonials and reviews, and start making sales, that's really not taking things to the next level, and that, ladies and gentlemen, is what we are here to do!
Think about the wider application of your product. Not specifically in terms of who is buying your product, but the deeper sense of your product's purpose.
One of my e-commerce shops is a cuckoo clock retailer. We have a lot of useful content on the website, all about antique clock maintenance, horology, and clock design, both modern and antique. Our most popular post, by far, has not been on any of those topics however, it was an infographic about rustic living room decor. Why do you think that was? Marketing can't just be about one aspect of your product. There are a thousand different ways to think about... Read more

Tell Me the Story of a Log Splitter

Posted by Benjamin Taylor on December 21st, 2015 at 4:09 pm

Businesses are too often controlled by accountants. Fiscal responsibility is important, but businesses fail when short term profit motive is allowed to gouge the beating heart out of a business. Long term goals, core values, and human engagement, all of which may be responsible for the company's appeal and identity, do not become dispensable just because they are not directly bringing in money. The reason I bring this up is because we have a similar tendency in marketing when it comes to measuring return on investment (ROI).
My job is content. If I want my work to be valued, then I need to bow to the almighty Greenback and show my boss the money. My work needs to have a demonstrable short term ROI. I've worked for a handful of companies, and I've looked at the work of hundreds of competitors, and it looks very much like this is the prevailing strategy in web content today. We need to turn away from this. It's incredibly shallow marketing for shallow business owners, and if you want your business to succeed in the long term, then you need to think much bigger.
I have published several posts on this blog about our need to step... Read more

Report: Social Media Benchmarks and Content Trends for the Soft Drink Industry

Posted by Doug Schumacher on October 21st, 2015 at 9:05 am

In this report we look at the fan counts, posting habits, engagement levels, and content themes of the top soft drink brands in the US across Facebook, Twitter, YouTube, Instagram and Google+. We’ll analyze 6 category leaders: Coca-Cola, Fanta, Pepsi, Mountain Dew, Dr. Pepper and Sprite.
Highlights

The largest network account among all these brands is Dr. Pepper’s Facebook account: 14.9 million fans.
Instagram accounts on average gained over 8% in fan growth, industry-wide.
Between Facebook, Twitter, YouTube and Instagram, Twitter generates the least engagement, despite averaging the second highest fan count.

Click image to view report:

Q&A: Chris Lindland, CEO of Betabrand on Newsjacking HP T-Gate (Video)

Posted by Rick Mathieson on July 31st, 2015 at 10:51 am

Betabrand knows how to break news. Or at least break into it.
The San Francisco-based online clothing company has a history of newsjacking—it made a name for itself when Mark Zuckerberg met with Wall Street bankers in (what else) a hoodie. Zuckerberg's sister Randi stumbled upon Betabrand's $148 Executive Hoodie (think worsted wool) and inventories instantly sold out.
Fast forward to this week, and the small brand has made an art of fast-turn content marketing that this week included a one-take video capitalizing on reports that Silicon Valley legend HP was banning t-shirts in its engineering department to recruit some engineers of its own.
That was Monday. On Tuesday I told CEO Chris Lindland that he had a hit on his hands. By Wednesday Adweek and FastCompany had covered the video. And whether responding to it or simply the news reports, HP Human Resources felt the need to post its own video reassuring employees that the ban was just an unfounded rumor.
I talked with Chris again this morning about his amazing week—and what is says about effective content marketing in general—and powerhouse newsjacking in particular.
CLICK HERE TO LISTEN TO: Q&A: Chris Lindland, CEO of Betabrand on Newsjacking HP T-Gate
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