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Why is a headline great? What content is viewed most? The Scoop.it Cool Content Curation Report answers these questions to improve your content marketing. Scoop.it’s analytics are excellent though manual (unless I missed the export to Excel option, which is very possible). After a little over a year of Scooping content, I wanted to answer three questions: What type of content generated the most views? What keyword triggers formed the most successful headlines? What is the value of cherished Internet marketing notions?
* The move to a more visual web as expressed in a sea of infographics.
* Have we reached a point of diminishing returns on infographics?
* Is storytelling as hot as it seems?
* What about Social, Local and Mobile: Are they as hot as they seem?...
Fueling social media growth and search optimization, content marketing is on a growth trajectory. Many marketers think content marketing is either B2B or B2C but as Heather Meza of Cisco pointed out: “Content marketing isn’t B2C or B2B, it’s P2P.” Take a look at some of the significant elements of content marketing strategies B2B and B2C marketers use and you’ll find their approaches are strikingly similar. That’s why it makes sense to think of content marketing as people-to-people. 5 Points of content marketing comparison
Here are five salient points that emerged from the results of the 2013 Content Marketing Benchmarks, Budgets and Trends by Content Marketing Institute and MarketingProfs... [Must-read for marketers, content anmd PR pros ~ Jeff]
...The digital landscape changes fast, and pictures are a main catalyst. Netscape released the first commercially available web browser in 1994, and fewer than 15 years later Flickr housed more than 6 billion photos -- that's more than 450 times the number of photos held by the Library of Congress. In 2009 more than 2.5 billion camera-enabled devices were in the hands of would-be photogs who, in the course of a year, produced 10 percent of all photos ever taken. Instagram -- the mobile photo-sharing app that Facebook bought earlier this year for $1 billion -- measures its customer engagement in uploads-per-second. Back in the quaint old days of December 2011 -- pre-acquisition and before comScore released data showing Instagram's daily usage is now greater than Twitter's -- that engagement was 60 uploads per second. By early 2012 Facebook members were uploading more than 300 million photos every single day to the site. "This slurry of data signals the end of the Kodak Era where we took photos on birthdays and vacations and shared them only with a small group of friends," said Bob Lisbonne, CEO of Luminate and former SVP for Netscape's browser group. "We've now entered a phase in which visual communication is supplanting the written word -- what some are calling the dawn of the 'imagesphere."... Research from a team at Harvard Business School supports Malik's claim. A 2009 study finds that 70 PERCENT OF ALL ACTIVITY INSIDE SOCIAL NETWORKS REVOLVES AROUND PHOTOS. Keep in mind that the study was conducted in a time when Facebookers were uploading a mere 31 million photos a day, and MySpace was still relevant enough to be included in a study of social-media sites.... [I highly recommend this post for marketers, content pros and PR. It provides a very strong rationale for visual content in anything to do with the Internet. ~ Jeff]
The Social Customer Service Conflict [INFOGRAPHIC]... Did you know that almost three-quarters (71.2 percent) of companies are now using social media for customer support, and that 87.5 percent have seen a positive impact from these channels? However, while enthusiasm runs high, brands still aren’t putting the necessary resources into place – less than one-quarter (22.4 percent) allocate more than $50,000 per year to social customer support. This infographic takes a closer look at the social customer service conflict.... [The proof is there, the desire and commitment aren't... yet! ~ Jeff]
Turns out that when you think of Facebook, you may be feeling a hunka-hunka burning love. Cue the Barry White makeout music. Researchers at the University of Chicago Booth School of Business say the desire to indulge in Facebook, Twitter and other social-media pastimes is among the strongest temptations we now face -- right up there with sex and cigarettes.... [Research in the search of the obvious but still interesting LOL ~ Jeff]
"Social TV" service GetGlue says it's now rivaling Twitter when it comes to certain kinds of TV shows. But it may be that many of us are happy not to chat about TV shows at all. Most “social TV” apps want you to hang out with them instead of gabbing about TV on the social networks you’re already using, like Twitter. That seems like a nonstarter to me.
Not so, says one of them. GetGlue, a start-up that’s been working on social TV for a couple of years, says that for some kinds of shows it has as least as much engagement as Twitter does — even though Twitter has many more users.
GetGlue says that for many scripted TV shows — that is, excluding reality shows, news events, awards show or sports shows* — the company sees as much action, or more, than Twitter.
Here’s the argument (which requires many caveats, which you can read at the bottom of this post) in chart form...
Social media managers looking to prove their ROI of what they do, today have a new option for tracking social analytics, thanks to the official public launch of a service called Ohtootay. Crazy name aside, the solution lets companies track their efforts on Facebook, Twitter, Pinterest and elsewhere. But one of its more unique features in this crowded space is something which allows businesses to track their posts all the way through to website conversions, even when the original post didn’t point directly to their e-commerce site.... One of the platform’s standout features is its competitor comparison tool. That is, it can track what your company’s performance looks like versus competitors on Facebook, Twitter, Pinterest, and even the iPhone App Store, Android app store (Google Play) and Facebook’s App Center. “In some senses, Ohtootay is compete.com for social media and mobile apps,” Mark [Otuteye] explains. “And we believe that angels, VCs and social media managers that are armed with this kind of data will be way more effective decision makers than their peers who only navel-gaze at their own data in isolation,” he says.... [Moving beyond the last click with a promising social media measurement tool - JD]
This infographic details how social media interruptions impact employee productivity. How often does the social media monster swallow you whole? More than you may think, according to Red e App, which lets consumers get notifications from businesses without having to provide their personal information. The company developed an infographic, below, that details how interruptions impact employee productivity. “Is it possible to be too connected in this digital age?” Red e App asks in a blog post. “Research data indicates, yes.”... [WHOA! BIG numbers! Now, you better get back to work - JD]
The last two weeks we’ve been discussing the standard business funnel of Awareness, Acquisition, Engagement, Conversion and Retention. We started with the Search News Central article, Measuring Metrics for Success, and now here we are at last, wrapping up the whole kit n’ caboodle. We have a lot to go through today, so let’s get started! The Standard Business Funnel and KPIs
“What gets measured gets managed” is a popular Peter Drucker quote. It’s been reused and modified to include such wonderful wisdom as:
You can’t manage what you don’t measure
What can be measured can be managed
If it isn’t measured, it can’t be managed
(sigh) Yes, Originality ‘R Us… As soon as you start looking at metrics and the massive amount of data that pours in from a well monitored site, you start to realize something is missing in the measure = manage equation. Just because you can measure something, doesn’t mean you should. More specifically, just because you’re getting data back doesn’t mean all the data is important at that particular moment.... [Excellent overview of key social media measurement and KPIs -JD]
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...So, when is the best time to post? And is it the same for every social network? RadiumOne’s Po.st examined the social sharing data from more than 10,000 publishers, reaching four main conclusions: 1. There are two peak sharing times during the day – 10 a.m. through noon and 8 p.m. through 10 p.m.
2. If you’re looking for clicks, the worst time to share an article is between 9 a.m. and 11 a.m.
3. Sharing and clickbacks remain consistent from 1 p.m. to 6 p.m.
4. The hours between noon and 2 p.m. see the most shares with the highest clickback rates. The study also revealed a disconnect between the best times to post to each social network, which are as follows: Twitter: 1 p.m.
Facebook: 5 p.m.
Pinterest: 11 p.m.
Google+: 10 a.m. [Here's an interesting research update to the best times to post on various social channels ~ Jeff]
Did you know that 16 percent of CEOs say that they use social media as the top way that they engage customers? But this is just the very tip of the iceberg – CEOs expect their use of social media to more than triple in the next five years, rising to 57 percent of all chief execs. In the largest study of its kind undertaken, IBM conducted more than 1,700 in-depth, face-to-face interviews with CEOs, general managers and senior public sector leaders from around the globe, detailing their social media findings in the following infographic.... [Social media slowly gains CEO interest ~ Jeff]
Just as Facebook has changed tremendously since 2010, so have users' habits with regard to the like button. Just as Facebook has changed tremendously since 2010, so have users’ habits with regard to the like button. PostRocket, which helps brands manage their Facebook campaigns, analyzed how people liked pages two years ago in comparison with current nature. The company quoted statistics from Lab42, showing that 87 percent of people like brands now, compared with 38 percent in 2010. PostRocket also gleaned statistics from a 2010 ExactTarget survey that asked users why they like pages. It showed that 40 percent of people liked a page to receive discounts and promotions, 39 percent wanted to show support for the brand, and 36 percent wanted to get a “freebie,” while only 13 percent wanted to interact. Here’s a snippet of an infographic from Lab42, showing the motivations in 2012 for liking a page. Naturally, people still want something in exchange for the like... [A sea change and opportunity for marketers, content pros and PR ~Jeff]
Convince & Convert sponsor and provider of social media sign-on technology Janrain has put together some research on user behavior around online web forms and registration pages. Have you considered the value that registration forms are creating (or taking away) from your website? Here’s what they found.... [Excellent social media tips for better visitor website sign up & retention ~ Jeff]
Argyle Social is on a mission to help marketers drive meaningful business outcomes through social media marketing. [Great insight into maximizing social media engagement: - marketers post when they're at work instead of one their audience is online - on Facebook, marketers get better B2C engagement on weekends in the evenings - on Twitter, marketers get better B2B engagement on weekdays during the day. More insight on this excellent infographic ~ Jeff]
A four-step process for generating useful knowledge from social data. Big data is great. But we should consider that we've actually had more data than we can reasonably use for a while now. Just on the marketing front, it isn't uncommon to see reports overflowing with data and benchmarks drawn from millions of underlying data points covering existing channels like display, email, website, search, and shopper/loyalty — and new data streams such as social and mobile engagement, reviews, comments, ratings, location check-ins and more. In contrast to this abundant data, insights are relatively rare. Insights here are defined as actionable, data-driven findings that create business value. They are entirely different beasts from raw data. Delivering them requires different people, technology, and skills — specifically including deep domain knowledge. And they're hard to build. ...Here's a four-step marketing data-centered process that doesn't stop at the data, but focuses instead on generating insights relevant to specific segments or affinity groups... [Good suggestions for social media measurement from the Harvard Business Review - JD]
If you're debating the power of social media for branding, here's more proof that it matters. About 50% percent of consumers think a brand’s Facebook page is more useful than a brand’s website, a new study suggests. Market research company Lab42 — which surveyed 1,000 social media users about how they interact with brands on Facebook — found that consumers are viewing a brand’s Facebook presence as more important than ever. In fact, about 82% of respondents said Facebook page is a good place to interact with brands. But one of the top reasons to follow a brand on Facebook is to print coupons and discounts. The study revealed that 77% of those who “Like” a brand on Facebook have saved money as a result. Consumers (73%) also noted that they have no issue with un-Liking a brand on the site if they post too often. For a full look at how a brand’s Facebook presence is viewed and valued, check out the infographic from Lab42 below....
...Tumblr collected 6.7 million mobile visitors and 24 million search visits in July.
Tumblr currently hosts 74 million blogs and 31 billion posts. It collects about 100,000 new blogs every day.
The top social networking sites in the world in terms of visits are Facebook (7 billion), Twitter (182 million), Pinterest (104 million) and LinkedIn (86 million), according to Experian Hitwise.
Via Allison Tyler
Business owners everywhere need to update their level of awareness of the effectiveness of inbound marketing versus the traditional outbound marketing, and they must stay on top of the data available re the effectiveness of the key social media platforms in delivering new business leads, so that in future they can make effective marketing decisions. A key piece of data now available to business owners, indicates that leads sources as a result of inbound marketing, are 61% less costly than leads sourced as a result of traditional outbound marketing efforts. This excellent article (albeit a promotion piece), provides great intelligence about many aspects of lead generation, intelligence that all business owners should be putting to good use, as they plan future marketing activities....
Via Daniel Watson
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Marty Smith's analysis will provide guidelines and spark new content marketing ideas.