Archive for the ‘Social media content’ 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

Google Chairman Eric Schmidt’s top predictions for 2014

January 2, 2014

In a rare interview, Eric Schmidt, Executive Chairman of Google, has given Bloomberg his top predictions for 2014.

In the interview, Schmidt concedes that consumers are now buying tablets and smartphones rather than PCs to fulfil their computing needs – a trend that is likely to drive content marketers further toward content that is specifically created and designed for mobile viewing (and then upscaled for PCs). Historically, most content has been designed for PCs and laptops and then downscaled for tablets and smartphones.

Schmidt also told Bloomberg that he took personal responsibility for Google “missing” the “social networking phenomenon”, saying the company should have acted sooner.

Here are the key trends that the Google boss expects to see in 2014:


(Source: Bloomberg)

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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

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

Facebook study shows brand marketers the best way to engage with fans

May 21, 2012

by Brian Oliver

Internal research by Facebook has found that brand marketers stand a much better chance of engaging with the social network’s 900 million active users if they focus on posting content about generic topics related to their brand, rather than promoting a specific product or service.

The study also found that conversational ‘fun’ posts that have nothing to do with the brand are least likely to attract a response from fans.

In fact, a separate survey by global Software as a Service company ExactTarget recently revealed that chit-chat posts are one reason why people ‘unLike’ brands on Facebook.

In a bid to help content marketers gain a better insight into which posts generate the most ‘shares’, ‘Likes’ and comments, Facebook spent four weeks analysing activity on 23 brand Pages spanning six different industry sectors.

For the study, Facebook’s research team divided social content into three categories:

1. Purely promotional messages (such as the launch of a new product, a new store opening, or a special deal);

2. Messages that tie in with the brand but cover general topics about the sector in which the brand operates (such as recipe ideas from a food brand or holiday tips from a travel company);

3. Posts completely unrelated to the brand (such as chatty posts about current events that have no connection with the brand).

FACEBOOK POSTS MUST RELATE TO THE BRAND

“The topicality of page posts impacts all types of engagement,” explains Elisabeth Diana, corporate communications manager at Facebook. “But the bottom-line result is that posts related to the brand and posts related to a product or service are the ones that are significant predictors of actions.

“The third, unrelated content, is not a significantly predictive page post.”

In other words, posting content on your Facebook page that is not about your brand is the only type of post that does not correlate with engagement.

“Speaking in the voice of the brand, talking directly about your product or service, or a topic related to the brand, is the best way to engage with fans of your page,” she says.

The Facebook study also found that photos and videos are best for generating ‘Shares’, while ‘Likes’ are driven by posts that prompt users to ‘Like’ something, and posts that pose questions are most likely to foster comments.

“You can maximize your success on Facebook by optimising your Page posting strategy for the type of engagement you are trying to drive,” adds Diana.

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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