Archive for April, 2013
The usefulness of content marketing is ever increasing. It was already a prime method of marketing in 2012, and it is shaping up to be even more important in 2013. There’s just one problem most companies are facing when it comes to content marketing – very few are prepared to do it right.
The past decade or so has marked the arrival of highly specialized marketing businesses, such as those that specialize in search engine optimization, and others that focus on using social networking to boost product awareness and sales. Now, content is on the rise, and businesses that specialize in content marketing are flourishing. These companies are chock full of writers and editors, and know how to get your content in front of those you’re trying to sell to.
The problem for traditional marketers lies in the contrast between the large singular campaigns of a traditional marketing scheme versus all the little projects that content involves – a traditional marketing agency only needs to plan out a few themes for the year and work around those, while content marketing calls for gradually building on an idea or theme for weeks, just giving out a little bit here and there. However, many businesses lack those employees with the writing and editorial expertise to make this kind of campaign a reality.
The problem for SEO teams is that they’re generally conversion-driven – they strive to get a brand to the top and convert hits into visits, often missing the ultimate value of a content-driven marketing scheme because it is tougher to quantify. On the other hand, a display team is usually focused on producing purchases, and switching their focus to getting value out of clicks is a whole new world and takes a little retraining.
Finally, there are your social marketers. The problem for them is that they’re used to working without any funding – but content takes cash, therefore demanding greater returns. It’s tough to break away from the thrifty spending to produce more content, with the aim of then learning how to turn that content into greater volume and conversions.
It requires a large shift in focus and priorities in order for various marketing teams to be able to begin to see what they did before as a part of the whole – since content marketing puts all of these various marketing skills together and adds an increase in the sheer volume of content. It takes preparation to get marketers prepared for the slow play approach rather than waiting for the one big hand they usually look for. That means you’ll need to help your marketing team get ready for the change.
|No comments||This entry was posted by EIC Social Media Team on April 22, 2013 at 4:00 pm, and is filed under Content. Follow any responses to this post through RSS 2.0. You can leave a response or trackback from your own site.|
It’s not a bad way to go if you do it right – you keep your money in your company, and have greater control over how resources are used. The question is, can the in-house team get it right? Here are a few suggestions to help you ensure that things go the way you want them to.
Your content comes from a lot of different sources, thus you can’t have every marketer, PR person and advertiser on your staff stuffed in a room with every blogger, tech writer and exec – each group needs to have a representative, and those individuals need to meet on a regular basis to create a gameplan for your content team.
Make sure that everyone knows exactly what is expected of them – this increases the likelihood of you getting the performance you want out of each individual. Also, make sure a schedule is in place to ensure that your content doesn’t all appear at once (blog updates, social media updates, radio/TV ads, etc.), leaving the next few days or more with nothing.
What does your company already SEO rank for? You can’t know where you are going if you don’t know where you are right now – so ensure that a tangible method is in place for progress tracking, both for already ranked keywords and new ones that will be selected. Executives may take some convincing that SEO is serving the company well and needs greater focus.
You have to keep track of everything, from interactions on social media sites to unique visits on your blog – don’t discount anything as being beyond measure, as there is an analytical tool out there for it somewhere! These kinds of measures will show which efforts of the team are producing results, which need tweaking, and which are wasting resources – so listen to the stats!
These are just a few ways to ensure that keeping marketing in house for your business proves successful, and while it does require patience to implement some of these ideas the benefits are well worth the effort.
|No comments||This entry was posted by EIC Social Media Team on April 15, 2013 at 4:00 pm, and is filed under Digital Advertising. Follow any responses to this post through RSS 2.0. You can leave a response or trackback from your own site.|
As technology continues to change year by year it is becoming increasingly difficult to predict how buyers will act, and thus how to market to them. With that in mind, let’s consider a few trends that seem to be emerging in 2013 and how those can potentially affect your strategy.
First of all, just about everyone is suffering from information overload nowadays -you can’t read, watch and listen to everything, and that is making web surfers a lot pickier. This means you’re going to have to do something to stand out if you want your ad to get more than a quick glance, and your blog more than just its title and first line read. One of the major things that marketers have to do in 2013 is determine the format that their target audience wants to receive their content in, and then deliver.
Also, people are tired of the same dumbed-down content – no-one wants to hear the basics about a product anymore. Marketers need to deliver a deeper level of content while still keeping it understandable for the general population – deeper and more meaningful content in a simple format and language is what people want. If your content is not informative no-one will have time for it – the first sentence or two needs to convince them they will benefit from sticking around.
It’s also time to mix things up content-wise. You can’t just have a blog on your page anymore with merely text and a few images on a white background – add some video or audio clips, and throw in a little downloadable content. Make your page exciting enough for a viewer to tell a friend about it.
Make sure that your content is just as easy to view whether someone is sitting at their desk or using a mobile device. The internet used to be a place we viewed only from our desktop or laptop, but with the emergence of tablets and smartphones content has to be just as easy to browse in multiple formats. Admit it – there are sites you won’t go to when using your phone because everything takes forever to load. Make sure your site isn’t the one people avoid when they’re away from the desk!
These are the trends to acknowledge in 2013 – provide eye-catching content that is diverse and informative, and make sure that people can grab it on the go.
|No comments||This entry was posted by EIC Social Media Team on April 8, 2013 at 4:00 pm, and is filed under Digital Advertising. Follow any responses to this post through RSS 2.0. You can leave a response or trackback from your own site.|
It’s actually the exact opposite – women are more likely to snub your product if you feature celebs or skinny women in the ad. A recent study has revealed that throwing your item next to an attractive woman doesn’t convince women to buy it, so marketers will have to be more subtle in order to succeed in attracting female shoppers.
Previous studies had shown the exact opposite, but the problem now is that women are having attractive women shoved in their faces all the time – it’s OK to have a pretty woman in the ad; she just needn’t be front and center displaying the product!
So here’s the balance – a pretty woman in an ad with your product says “this will upgrade your status”, but flashing her in the face of women who feel average already will only alienate them. An attractive woman enhances the appeal of your brand to women, but don’t put her ahead of the product!
When the emphasis is on the model instead of the product the female subconscious takes over – the part that defends her from feeling bad about herself, the part that has to tear the model down with her friends so she can make it through the day knowing that isn’t how she looks. Don’t make the ad about the model if you want her to pay attention to the product.
Marketers have to realize that the ideal woman can encourage a woman to buy a product, but if she is the focus of the ad a defensive mechanism will take over. In this instance the test involved exposing women to ads that featured no model, a model on the page next to a product, and a full spread of the model next to the product – these findings were the results of studying those women’s responses.
|No comments||This entry was posted by EIC Social Media Team on April 1, 2013 at 4:00 pm, and is filed under Digital Advertising. Follow any responses to this post through RSS 2.0. You can leave a response or trackback from your own site.|