Group items tagged

But then there’s the whole obsession now with tying content to revenues—in other words, tracking whether people who are consuming your content will eventually buy something from you, and putting a hard number on each piece of content you create. Do you think that’s misguided? Oh, I think there’s no question it’s misguided. It’s been shown over and over again to be misguided—that in a world of zero marginal cost, being trusted is the single most urgent way to build a business. You don’t get trusted if you’re constantly measuring and tweaking and manipulating so that someone will buy from you.

I don’t have any problem with measurements, per se; I’m just saying that most of the time when organizations start to measure stuff, they then seek to industrialize it, to poke it into a piece of software, to hire ever cheaper people to do it.

There are constantly trends and fads on the Internet, and people make a good living amplifying them. But I think that industrialized content marketing is one of those fads, and it will end up where they all do: petered out because human beings are too smart to fall for its appeal.

Most of your content is getting lost in the shuffle. Recycle it! Let the customer’s social activity tell you what they prefer. Engagement in social is good, but not if that’s all you get. Some top brands have made the transition to acting like publishers with dedicated internal and external teams cranking out content.

Top tactics used by savvy publishing brands are: Storytelling – high quality engaging content on an going basis Infographic Creation – relevant lists and how to’s Visual Content Marketing – compelling visuals eBook Creation – great for lead generation eMailer Personalization – targeting with relevance and being the information / education source Content Curation within an Industry – keep people coming to you because you find what’s hot and important to your customers, making it easy for them to keep current Webinars / Pod Casts / Google Hangouts – establishes authority Slide Share Presos – extends your corporate social graph and thought leadership Case Studies – SEO value and high share currency Videos to Motion Infographics – video is growing

Brands have a need for smart content routing and unique displays which enable them to maximize customer engagement and experience at every touch point, increasing site participation, and garnering higher social share just begs to get fracked.

The single-most engaging, and simple, content marketing strategy is to create a reason and method for your audience members to supply content. Whether you ask them to submit photos using your product or you’re posting an engaging question of the week and aggregating answers for a roundup blog post, you’re building in the emotional trigger: they are the content. When someone sees their own photo, their name and contribution, they share like a proud parent. It’s like your own “easy button” for creating engaging content.

Twitter generates 8% more Arts & Entertainment sharing activity than average, with Facebook about average and Pinterest under-indexing in this category by a significant margin;

Pinterest generates a whopping 226% more Shopping content sharing activity than average, with Facebook (-17%) and Twitter (-43%) both under-indexing in this category.

43% of social sharing activity on tablets was driven by users aged 55 and older, whose sharing on tablets grew by 88% quarter-over-quarter.

Quuu is a simple platform to help put your content curation on autopilot, working seamlessly with Buffer to bring you the most relevant content.

use Narrow to build a targeted Twitter following. Just enter your keywords and targeted hashtags, and Narrow will identify a relevant audience for you to start building your following.

Cyfe is an all-in-one marketing dashboard of sorts that helps you zero in on what’s working and what isn’t. It’s a great analytical tool for social media management that lets you pulled detailed reports on Google Analytics, AdWords campaigns, SEO, competitive searches and even brand mentions on the web. It’s a real-time tracking tool to help you monitor and manage your KPIs.