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Here are eight brands that are exploiting Pinterest's potential to its fullest. There’s a hot new social networking property and, as usual, some brands have already colonized it. As we embrace the new year, Pinterest has emerged as the answer to the question “What’s new in social media?” The visual bookmarking platform has been around since 2008, but seems to have caught fire over the last few months. A December report by Experian Hitwise pegged the site’s total number of visits for the week ending Dec. 17 at 11 million, which was almost 40 times the amount in the comparable period six months before....
If you want to get serious about marketing for your business or organisation the foundation of any focused effort is creating unique and inspiring content to publish and promote that educates, informs and entertains. To achieve this it must be the “worlds most engaging content”...
Matt Mullenweg is starting off 2012 right, with a new Web site devoted to jazz quotes. (This site is for quotes by jazz legends, not necessarily quotes about jazz.) The site is available, strangely... enough, at http://jazz-quotes.com/. I like the presentation on the front page, with several jazz legend photographs with a name/number next to each one. The number is the count of quotes available for that particular artist. There are also several names below the listings with no pictures, but with numbers.... [Cool design, effort by WordPress founder - JD]
The Art Of Storytelling In Business Communications And Public Relations... ...It’s impressive how Southwest has carved out a distinctive position in the mind of the buyer. Observing the brand from afar, it’s easy to come away thinking this was a “no brainer.” Airlines tend to be a homogenous lot. Southwest figured out that having a little fun would deliver differentiation. Voila … a great brand....
Joe Chernov expresses his dismay with the 'boy's club' culture of content marketing, namely, excluding women thought leaders and influencers, noting that it is detrimental to the content marketing industry. There may be a curated list of content marketing “thought leaders” that skews female, but I sure haven’t seen one...' In other words, curation has devolved into influencer “trophy hunting.” We want to mount big names with big followings onto our content, as if we were hanging an exotic animal head on our wall. If this practice continues unchecked, it threatens to derail our emerging industry, not only because we will dissuade half of the population from participating, but also because we won’t benefit from any new thinking. (Seriously, if I hear myself talk about “staggering distribution” one more time, I am going to unfollow me.)...
Content marketing is grounded in the Mad Men’s principles. Content marketing takes it’s cue from David Ogilvy in that it looks like editorial. Following the teachings of Leo Burnett, content marketing integrates important brand attributes. ...While content marketing appears to be the new kid on the marketing scene, the reality is that it predates marketing as we know it today. It’s the information customers have sought about products whether it’s a merchant’s catalog, Consumer Reports or a white paper. Traditional direct marketers learned through testing that long form content whether it’s lengthy letters or infomercials can beat short, pithy ads. Here’s how twenty-one marketers define content marketing....
In today’s “content-age,” the creation of data is as simple as hitting “submit” on a blog entry or uploading a video to YouTube – anyone can do it, and practically everyone is doing it, causing content growth to increase at astonishing rates. In fact, just last year, there was enough digital data created to fill a stack of DVDs that would stretch all the way to the moon and back! In light of this, companies are realizing the importance of creating increasingly strong and engaging content that will rise above the waffle and hopefully have some kind of tangible impact. But what kind of content are companies finding most impactful?...
Content marketing is popular, but who or what will fund the production of content? In this insightful article, Toby Murdock shares his ideas. The media publishing industry is undergoing tremendous transformation in its transition to digital. One of the more powerful forces in this change are economics, and the oft-repeated phrase is that media is trading “print dollars for digital dimes.” In other words, as media moves more online, publishers are receiving only a fraction of the revenue they used to receive in print for the equivalent amount of content produced....
The search giant’s recent move shows it’s thinking more like a publisher than an aggregator, and this holds lessons for your organization. ...Clearly, Google believes providing search results of other people’s content isn’t enough. And they’re right. They’re starting to think more like a publisher than an aggregator. Producing and delivering great content is no longer optional for any organization. The old method - earning coverage by pitching stories to the mainstream press - is getting less and less effective. The size of mainstream news organizations continues to shrink. And when you get a news-packed month like August was (with 7.85 percent more news stories published than in any August in 10 years), all the coverage of breaking news stories means less space for the stories you were hoping news organizations would cover about your organization....
Speakers from Content Marketing World inspire us with stories of content marketers who are executing their programs well. A dozen must-read case studies in doing content marketing right!
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Have no fear, soon-to-be-Pintrest fan -- we'll show you the ropes. ...Pinterest is a place to organize and share online images that you find interesting or inspiring. Once uploaded or shared on Pinterest, these images become known as Pins, which the user can place on customized, themed Boards. You can create Boards for any topic imaginable, from cats to classic cars to cats driving classic cars. The possibilities are endless.... [Great basic tips - JD]
New study puts numbers to the effect social media marketing has on brand advocates' purchase intent and likelihood to recommend CPG brands. In a study by BzzAgent, the long-term effects of social media marketing were put into metrics that the numbers-hungry executives are sure to notice. At least, we hope they notice — and listen. According to the study, social media marketing campaigns generate an immediate boost in the likelihood that consumer packaged goods brand advocates would recommend a brand to other people. Purchase intent also gets an immediate bump among brand advocates after exposure to a social media campaign.... [Worth reading for the proof points - JD]
The demands of the new breed of the socially savvy-buyer are not only forcing the evolution of the content marketing practice, but the marketing practitioners as well. According to a research report by Junta42 and MarketingProfs, the number one content marketing challenge is producing engaging content. It’s an age-old marketing truism that the key to engaging customers is relevance, which comes from a deeper understanding of customer behavior and sentiment. However, as our customers are becoming more social, and as the business and personal worlds continue to converge, the tools and tactics we employ to get to know and engage our target customers are changing dramatically....
Hal Crowther remains my favorite essayist, regardless of whether or not I agree with him. (And on some things I don’t.) Like Hunter S. Thompson, Hal’s writing is beyond enviable and his characterizations often over the top. Here’s some of his latest, addressed to the #Occupy movement...
I get asked this a lot. How do we make our content more palatable to a community? That’s the wrong question. The right question is how do we create content that’s perfect for our community? You shouldn’t be writing the content first and then figuring out how to get the community to like it....
Some of the most diverse examples of QR code creation making them more than just a collection of black and while squares including Rubic's cubes, coin... The examples listed below are a case of focusing more on the journey rather than the destination, creating more joy out of its creation rather than where it will lead to. Some use food such as sugar cubes (image above) while others aim for a much bigger scale. One way or another, the end result is much more memorable and will make you think twice about using the standard black and white QR codes you normally get.... Truly creative marketing...
The international content community came together in Cleveland last week for the inaugural Content Marketing World conference.... This is the year of Content. For sure. It’s used so much and by so many people, it must be, right? But I hate the word. I really do. Because it has been boxed into a kind of limitation that is dangerous. As a wordsmith, I hate that Content is used primarily as a web/digital/mobile “strategy.” But Content as an industry, the way it defines itself, well, that’s the picture of growth....
In a post last week, I talked about turning your content marketing upside down and focusing first on what behaviors you want your content consumers to perform. Once you’ve done that and created content that you think will drive the desired actions, you can start measuring the efficacy of your content program. Content cannot be measured with a single metric, because no one data point can successfully or satisfactorily tell you whether your program is working. Instead, you need to create an array of metrics that are selected from four primary buckets...
...Content curation is the art and science of finding, organizing, and sharing information that adds value and encourages engagement for the audience you’re hoping to influence. It is a cyclical process: What you find and what you post influence what people search and find about you....
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