Archive for the ‘B2B Content Marketing’ Category

How brands and content marketers can build an audience on YouTube

March 3, 2014

According to Campaign magazine, brands still account for fewer than 100 of the 5000 top-ranking channels on YouTube.

In the video below – produced by Campaignlive.co.uk – Charlotte Morton, head of creative agency partnerships at Google, explains how brands and agencies can build an audience on YouTube.

She suggests a three-step approach which she calls “The 3Cs”:

–  Campaigning (advertising on YouTube)

–  Channelling (building a brand’s own presence on YouTube)

–  Collaboration (partnering with leading YouTube stars to reach new audiences).

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CONTENTED MARKETER Magazine is brought to you by content marketing specialist Focus Content Marketing

Visit our website at: Focus Content Marketing

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Businesses with a content marketing strategy see a measurable impact, new study finds

December 8, 2013

by Brian Oliver

More than 90% of organisations that implement a content marketing strategy see a significant business impact through increased web traffic and sales leads. That’s according to a new report by integrated communications agency Waggener Edstrom Worldwide.

The study, Content Marketing: Puncturing the Hype and Getting Practical, examined the perceptions of content marketing and the potential impact it can have on a company’s growth.

The report’s key findings include:

  • The majority (85%) of communication professionals currently using a content marketing strategy do so to promote awareness of their brand, closely followed by increasing engagement with customers (79%) and generating sales leads (77%).
  • 70% of marketers understand that content marketing helps drive sales leads more effectively, but 18% still have no plans to implement a strategy and over one third (38%) still question whether it can deliver measurable return on investment.
  • A lack of staff resources was identified as the number one challenge in implementing an effective content marketing strategy (63%), closely followed by lack of budget (48%) and lack of content creation expertise (41%).
  • 79% believe a strong content marketing strategy will help them use social media more effectively, followed by video and animation (70%) and news articles (62%).

The report also reveals that businesses are setting metrics to track success and prove the value of good content. Over three quarters (83%) measure the effectiveness of content through web traffic, while 67% measure through media coverage and just over half (56%) through click analysis.

Chris Talago, executive vice president and general manager EMEA at Waggener Edstrom, believes content marketing enables organisations to engage with audiences and prove their worth as a trusted source of information.

“It has had a transformative effect on the way brands reach and retain their customers,” says Talago. “But with so many voices, getting to grips with content marketing best practice is not easy.”

He adds: “Our research suggests that businesses are starting to understand the potential ROI content marketing can generate, but before this impact is fully realised, factors including budget and staffing need to be addressed.”

Ricardo Adame, corporate vice president of global communications at AVG Technologies, says measurement has always been key to demonstrating the success of his company’s marketing programmes. However, he believes content marketing provides an opportunity to be even more accurate.

“By defining our metrics carefully and building in additional measures to provide context,” says Adame, “a detailed picture is created that enables us to measure the ROI after a campaign has completed and adjust our approach during its lifespan to achieve maximum impact.”

The Content Marketing: Puncturing the Hype and Getting Practical report is based on a survey of more than 160 marketing and communication professionals with decision-making responsibilities across the UK, France, Germany and South Africa. The full results can be found at: www.waggeneredstrom.com.

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About the author: 

Brian Oliver is a business journalist and the MD and founder of UK strategic communications consultancy Focus Marketing Communications.

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CONTENTED MARKETER Magazine is brought to you by content marketing specialist Focus Content Marketing

Visit our website at: Focus Content Marketing

Seven myths of email marketing exposed as false

December 7, 2013

by Brian Oliver

How many times have you been told that the words used in your email’s subject line can doom it to the spam folder? Or that the best time to send emails is at a particular hour on a particular day? Or that you should only target the most engaged subscribers?

After conducting a careful analysis of a huge amount of email performance data, Alchemy Worx – a specialist email marketing agency based in London and Atlanta, GA – claims that seven of the most common myths about email marketing are in fact false.

Alchemy Worx’s research has highlighted an urgent need for marketers to re-think much of the commonly cited wisdom about email marketing. The exposed myths include:

  • Consumers are drowning in emails from trusted brands.

Fact:  Sixty percent of consumers receive fewer than six brand emails per day.

  • Consumers like to click the spam button.

Fact:  Less than one subscriber per 2,000 will mark an email as spam.

  • If brands send more emails, consumers simply ignore more.

Fact:  If you send four emails in a month instead of one, the number of consumers who will open at least one email doubles.

  • The subject line can send the email to the spam folder.

Fact:  Keywords have little to no effect on whether an email ends up in the spam folder.

Alchemy Worx‘s infographic below unveils the truth behind email marketing today.

 

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About the author: 

Brian Oliver is a business journalist and the MD and founder of UK strategic communications consultancy Focus Marketing Communications.

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CONTENTED MARKETER Magazine is brought to you by content marketing specialist Focus Content Marketing

Visit our website at: Focus Content Marketing

The History of #Hashtags

November 15, 2013

Hashtag imageOnly six years ago, a hashtag was regarded as a simple symbol most commonly used in front of a number. Today, hashtags have become one of the most valuable content marketing tools. They now even appear in many leading brands’ TV commercials.

And it doesn’t stop there. Hashtags have become an integral part of people’s everyday lives – from a teenager’s Instagram photo to a marketing director’s tweets.

For marketing professionals, the hashtag’s short but rich history proves its unique ability to attract attention and help build conversations around a marketing message.

In the splendid infographic below, social marketing specialist Offerpop has compiled some key moments in the history of the hashtag to show how, in under a decade, this commonplace sign has turned into a global icon.

History of #Hashtags (Infographic)

(click on the image to enlarge)

CONTENTED MARKETER Magazine is brought to you by content marketing specialist Focus Content Marketing

Visit our website at: Focus Content Marketing

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Content marketing is companies’ top priority for 2013, says new report

February 9, 2013

by Brian Oliver

A growing emphasis on channelling resources into content marketing is the single most significant digital trend in 2013, according to a new report produced by Econsultancy and Adobe.

Based on a survey of some 700 business respondents from Europe and North America, the Quarterly Intelligence Briefing: Digital Trends for 2013 report found that content marketing is regarded as this year’s top priority by 39% of respondents (compared with 29% in 2012).

At the same time, marketers’ excitement about social media appears to be waning a little. The report found that social media engagement is lower down the list of priorities than a year ago, as observed by both client-side and agency respondents.

Only 35% of respondents thought social media presented one of the most exciting digital-related opportunities in 2013, compared with 54% who saw it as the biggest opportunity last year.

Mobile optimisation is seen as the ‘big thing’ for 2013 by 43% of respondents, while 35% cited “targeting and personalisation”.

Social media analytics was named as important by only 9% of marketers (compared with 19% in 2012).

Neil Morgan, senior director, EMEA Marketing at Adobe Marketing Cloud, says: “The report is aimed at shining a torch on some of the trends which will have the biggest impact on the way we work as marketers over the next 12 months and beyond.

“It is our first opportunity to compare with the same report a year earlier, and it’s great to see that many of the trends which surfaced have increased in their significance to marketers, notably content, conversion, mobile and social.”

 

The Quarterly Intelligence Briefing: Digital Trends for 2013 report can be purchased HERE for £250 (excluding VAT).

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Brian OliverAbout the author:

Brian Oliver is a business journalist and the MD and founder of UK strategic communications consultancy Focus Marketing Communications.

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CONTENTED MARKETER Magazine is brought to you by content marketing specialist Focus Content Marketing

Visit our website at: Focus Content Marketing

Consumers resent favourite brands bombarding them with email marketing campaigns

January 24, 2013

email-logo-md blueWith more than half of online marketers said to be giving email marketing greater priority than building their social media communities, a new YouGov survey – commissioned by Emailvision – warns that poor email marketing communications can negatively affect consumer sentiment toward a company or brand.

Consumers are just as likely to turn against their favourite brands as other brands if they are bombarded with too many marketing emails, the survey suggests.

It found that three-quarters of UK consumers would dislike a brand after being bombarded with marketing emails, while 71% of consumers said being sent unsolicited messages would also make them resentful of a brand.

Other factors that can make consumers resentful of their favourite brands include listing their name incorrectly in an email (50%) and getting their gender wrong (40%).

The survey also revealed that 40% of respondents would refuse to share any personal information with a brand in exchange for better targeted offers, rising to 49% among the over-50s. The only personal details they would be willing to share are their name (28%), their age (37%), and their gender (38%).

Emailvision director Neil Hamilton said: “When a customer purchases from your in-store business, they give you money in exchange for a product or service. When a visitor interacts with your online business, they are giving you their data in exchange for a relevant experience with your brand.

“If a business doesn’t choose to make use of this data correctly, they are missing out on important knowledge that could positively or negatively impact business for years to come.”

He added: “It’s imperative that a customer never becomes ‘just a number’ even in a database of millions. Technology enables all businesses to treat their customers to a personalised experience across multiple sales channels.”

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CONTENTED MARKETER Magazine is brought to you by content marketing specialist Focus Content Marketing

Visit our website at: Focus Content Marketing

Facebook launches own search engine, Graph Search

January 17, 2013

by Brian Oliver

Facebook is bringing a social networking element to search with the beta launch of its own search engine, Graph Search.

It will allow users to search for friends or people they have interacted with by using cross-sections of information within their social network. Initially, only photos, people, places and interests will be searchable, but more content will be added in future.

Facebook founder and chief executive Mark Zuckerberg says “Graph Search is not Web search” and describes the new search feature as the social network’s “third pillar” after its news feed and timeline.

“Graph Search is a completely new way for people to get information on Facebook,” says Zuckerberg. “Graph Search is a really big project. It will take years and years to map the whole index of the graph. Eventually, we want to index all the posts and all of the content on Facebook.

“This is one of the coolest things we’ve done in a while.”

Zuckerberg insists that Graph Search is not intended to be a rival to Google. All searches will be restricted to Facebook. Users with wider search queries will be directed to Bing, through a new partnership with Microsoft.

“We have the social network, now we can truly search it,” says Zuckerberg.

Meanwhile, Bing has announced that its search results will now feature five times more content from users’ Facebook friends, including status updates, shared links and comments.

More information about Graph Search HERE…

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                       About the author:

Brian Oliver is a business journalist and the MD and founder of London-based strategic communications consultancy Focus Marketing Communications.

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CONTENTED MARKETER Magazine is brought to you by content marketing specialist Focus Content Marketing

Visit our website at: Focus Content Marketing

Two-thirds of UK mobile content marketing recipients act immediately, study shows

May 17, 2012

by Brian Oliver

The growing importance of tailoring content to the fast-expanding mobile market has been underlined by new data from digital agency Steel London.

A study conducted by Steel shows that 36% of UK consumers now read content marketing emails – such as eNewsletters – on their mobile phones (55% in the case of 18-34 year-olds) … and 69% of them act immediately.

Of these, 42% click through to the website and 30% subsequently make a purchase. The figures are even higher for 18-34 year olds: 52% of them click through and 35% end up buying something.
 
At the same time, the study shows that about one-third of recipients choose to screen mobile content marketing messages and read them later on a PC or a laptop.

INTEGRATE MOBILE INTO CONTENT STRATEGIES

The findings show it is now essential for consumer brands and B2B organisations to develop a better understanding of the mobile market and integrate mobile into their content-led marketing strategies.

Andy Hinder, Steel’s CEO, said: “Consumers are increasingly using their mobile as their preferred media and communication device. Because of this, the mobile has become the gatekeeper for further action and engagement with emails.

“With better targeted marketing emails, and the growth in mobile commerce, it is essential for brands to look at how they further adapt their email marketing strategies for mobile.”

He added: “Marketers must also bear in mind when and where the consumer is receiving their communication. This has massive implications for how they create the right messages for a highly personal device, and how they want consumers to react to, and interact with those messages.”

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About the author:

Brian Oliver is a business journalist and the MD and founder of UK strategic communications consultancy Focus Marketing Communications.

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CONTENTED MARKETER Magazine is brought to you by content marketing specialist Focus Content Marketing

Visit our website at: Focus Content Marketing

 

B2B marketing should focus more on building relationships through trustworthy content and less on sales messaging

May 14, 2012

B2B organisations should focus more on the value of their offering and less on product specifications when they run content marketing campaigns. That’s according to a new Content Preferences Survey conducted by DemandGen, an e-media publication which specialises in B2B sales strategies and solutions.

As Contented Marketer recently reported, more than 90% of B2B purchase decisions are now triggered by exposure to some form of content marketing. DemandGen’s latest study set out to examine the shifting content preferences of B2B buyers.

The survey found that 75% of respondents wanted B2B solution providers to “curb the sales messaging” in their content.

Other key findings included:

MESSAGING: 55% of respondents said providers should focus less on product details and more on making sure sales prospects understand the value of the product to their businesses, rather than resorting to “obtrusive, ineffective sales speak”.

SHARING: While email is the primary sharing mechanism, the survey found that more than half (53%) of the executives surveyed now share content using LinkedIn.

FORMATS: 88% of respondents pointed to white papers as their top form of content for researching a business topic or solution. Visual formats – such as webinars (72%), videos (44%), and infographics (38%) – were also cited as emerging formats for research.

TECHNOLOGY: Nearly half of the respondents (40%) said they now access content via their mobile phone more often than they used to, while 23% now use a tablet device for research.

“This survey illuminated interesting trends in the world of content marketing,” said Amanda Batista, author of the Content Preferences Survey and managing editor of DemandGen Report. “Solution providers, now more than ever, need to demonstrate a clear understanding of their prospects’ challenges, market trends and objectives.

“They also need to cultivate a greater role in content sharing by providing trustworthy content that establishes relationships with prospects.”

She added: “Research shows that nine in ten buyers now connect with a solution provider via some form of content, regardless of company size or industry, and navigating this trend is an evolving process.” 

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CONTENTED MARKETER Magazine is brought to you by content marketing specialist Focus Content Marketing

Visit our website at: Focus Content Marketing

Email still most common method of sharing content, study finds

April 28, 2012

But email marketers should segment content to increase relevance and add value to recipients…

by Brian Oliver

Despite the enormous popularity of social media tools such as Facebook and Pinterest, a recent study conducted by StumbleUpon and BuzzFeed found that email is still the most-used method of sharing content.

Trying to make articles or videos ‘go viral’ by hoping to get thousands of followers to click on a single link is unrealistic, the study found.

Instead, people are more likely to spread content that resonates with them by distributing one-on-one email ‘shares’ among smaller and more intimate groups of colleagues, friends and family.

The StumbleUpon/BuzzFeed study looked at how content is shared online by analysing the 50 stories that have received the most Facebook traffic since mid-2007. Findings showed that for every Facebook share only nine people actually visited the story.

This suggests that even the biggest stories on Facebook are propagated by intimate conversations within a single network – for example, by large numbers of individuals sharing personally with a small number of friends, rather than by content being ‘broadcast’ through a few ‘influencers’ sharing a single post or tweet and hundreds of thousands of people clicking on it.

MORE CONTENT SHARED BY EMAIL ‘CONVERSATIONS’

While influential people may be able to reach a wide audience, their impact is short-lived, the StumbleUpon/BuzzFeed study found. Content goes viral when it spreads beyond a particular sphere of influence and spreads across the social web via ordinary people sharing with their friends.

“If you think about the course of a day, you spend the most amount of time communicating through email,” says Jack Krawczyk, StumbleUpon’s senior marketing manager. He points out that such ‘intimate sharing’ outnumbers so-called ‘broadcasting’ by 2-to-1 on StumbleUpon.

“People still want to have that intimate conversation,” says Krawczyk, adding that this also applies to young adults who are usually seen as relying on social media tools to communicate. “Those 34 and younger are the ones sharing emails,” he says. “They want that direct line of communications.”
 
EMAIL CONTENT MARKETING MUST BE SEGMENTED

Separate research from cloud-based firm Act-On Software warns that many companies are failing to take full advantage of the continuing importance of email content marketing as a customer acquisition tool.

Although opt-in email marketing is increasingly being integrated with social media platforms, the Act-On study found that many marketers are still making the common mistake of sending a single message to everyone on their mailing list.

Marketers should be segmenting and tailoring their email content to make sure the information that each customer receives is relevant to their needs and adds value.

Email marketers should also make sure their content does not contain any errors, the Act-On study warns. Poor quality writing within email content – with bad grammar, spelling mistakes and factual errors – can have a negative impact on a recipient’s view of the company.  

(Image via Clkr)  

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About the author:

Brian Oliver is a business journalist and the MD and founder of UK strategic communications consultancy Focus Marketing Communications.

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CONTENTED MARKETER Magazine is brought to you by content marketing specialist Focus Content Marketing

Visit our website at: Focus Content Marketing