Content Marketing Mistakes

You’ve heard it all before, “Content is King.” It’s not wrong! According to a 2014 Demand Gen Report, 75% of B2B buyers rely more on content research to make purchasing decisions than they did a year ago. On top of that, the cost of content marketing is 62% less than traditional marketing, so it’s really no surprise that businesses everywhere are attempting to push out content. However, while content is essential in marketing efforts – it could be hurting you more than helping if you’re making these mistakes.

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  • Unclear Direction: Talking for the sake of talking without purpose or understanding is a big no-no in the content world. If you don’t know what you’re talking about, chances are your audience won’t either and they’ll lose interest fast. Purpose and relevance are key to quality content. Establish a goal for your content and how you’re going to reach that goal. Then develop the method to deliver that message.
  • Guessing: Taking a shot in the dark about what will resonate with your audience, or who your audience even is will be a sure-fire way to tank your content marketing strategy. You need to be aware of your audience and their needs so that you’re able to provide tailored and personalized content that meets their needs.  Provide content with context and you’ll allow your audience to receive relevant information they can relate to.
  • Lacking Consistency: You know what your message should be, know it and stick to it. While it can seem like too much repetition at times, remember there is always someone out there getting that information for the first time. Straying from you ultimate communicative goal will cause confusion and lack on interest from your audience.
  • Uninteresting Content: The purpose of content marketing is to provide interest, educate, and engage your audience, and you can’t do that with boring information. Brains are stimulated by visuals more than text, so liven up lackluster content with images that assist an otherwise “boring” piece.
  • Gloating: Content is meant to provide education and information that is of value to your readers. It is not the place to boast achievements or aggressively sell yourself. While you may feel comfortable writing about all of the great things you’ve done, you’re quickly driving customers away. Let your content speak for itself, build trust with your readers and let them come to you.
  • Not Sharing Your Content: Once the content is published the hard work is done, right? Not so! The important steps of content marketing come after publication, when it’s time to get visibility and reach. You need people to want to read the great information you have curated. Create a plan of action to get your content read that focuses on optimizing its benefits. Identify the right channels for your pieces and then execute your action plan to create consistency.
  • Shooting for Gold Every Time: Be realistic. Not everything is going to go viral, and honestly viral doesn’t always mean it’s going to be good for the business. Content importance comes from how well it influences your direct consumers. Sometimes that niche audience of yours is only a few people, but the important thing is you’re still reaching them with relevant content.

The success of a content marketing campaign isn’t necessarily correlated to the number of likes or shares it’s gotten. Determine the measurable metrics of your content marketing goals and focus on those. Information is powerful when it’s correctly shared to the right audience. Stop with the keyword stuffing and start with the education!

#Mobliegeddon

Screen Shot 2015-04-07 at 2.20.01 AMYesterday, Google began rolling out the “mobile-friendly update” globally. What does this mean for advertisers? Pages that are mobile-friendly will get a boost in rankings on mobile search results. Searchers will be able to more-readily find relevant results without having to alter their mobile visibility to absorb the content. “Mobile-friendly” is described by Google as “high-quality and relevant results where text is readable without tapping or zooming, tap targets are spaced appropriately, and the page avoids unplayable content or horizontal scrolling.”

The update is only intended for rankings on mobile devices and will affect search results in all languages, and apply to individual pages, not necessarily whole websites. Don’t panic just yet! Google wants to reassure marketers that mobile-friendly isn’t the only variable considered in their algorithm, and that pages with high quality content that is well-matched for a search query could still rank well even if it’s not mobile-friendly. As always with Google updates, if you’re providing quality content with good intent for the user, you will not be “punished…” much.

CNET makes the point that more and more people are surfing and purchasing from their mobile devices, (around 60%). Therefore, if you don’t have a properly formatted and optimized mobile site by now, you could really  be hurting your chances for conversions and customers.

In short, start working toward making your site’s pages mobile-friendly ASAP, or start losing ranking in mobile searches.

If you’re not sure whether your site’s pages are mobile-friendly you can use the Mobile-Friendly Test to check each page, or use Mobile Usability report in Webmaster Tools to test your entire site.

 

Twitter Launches live-stream video app, Periscope

Twitter announces the launch of their new live video streaming video app, Periscope. Originally developed by Kayvon Beykpour and Joe Bernstein in 2014, was acquired by Twitter in January for reportedly $100 million.

A free app for IOS, Periscope is a live audio and video broadcasting app for your smartphone, allowing users to stream video easily and instantly. Viewers are able to stream videos at any time, comment and send hearts to the broadcaster all from within the app.

Live broadcasting apps are not the new kid on the social media block. Last month, the app Meerkat was launched and generated much interest at the SXSW festival. It was reportedly rumored that Twitter was attempting to acquire Meerkat, as it relies heavy on the Twitter’s network to allow users to watch videos based on their Twitter following. Instead, Twitter went after their competitor, Periscope and reportedly began blocking Meerkat’s access to their social graphs, which shows not to be a problem for Periscope. Twitter hasn’t as of yet integrated Periscope with their powerhouse social media platform, unlike their other video app, Vine, which allows the user to embed videos into their Twitter timeline without leaving the app. The decision to not integrate the two platforms was to keep intact Twitter’s current identity, as Beykpour explains, “It’s really hard to change people’s perception of what a product is after it’s been around for seven-plus years, Though other features deserve to exist within Twitter, I don’t think that’s the right way to launch a new experience that we think is special.”

What sets Periscope apart from other video apps, like Meerkat, is the broadcaster’s ability to see things in real time. The ability allows the broadcaster to see what parts of their broadcast are most interesting to their followers/consumers. Periscope also makes all broadcast available for replays for up to 24hours, allowing for continued engagement with fans. As brands are starting to see real-time engagement as a crucial problem for 2015, Periscope may just be a very beneficial piece of any marketing strategy.

Quick shot of Periscope…. 

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Welcome to the Revolution

“We don’t have a choice on whether we do social and mobile, the choice is how well we do it.” – Erik Qualman

The revolution is upon us. It’s happening all around us, whether you’re actively participating or not, Social Media is taking over the world. The days when the consumer idly sat by while brands consistently hounded us with their gimmicky marketing efforts of jingles and slogans are over. Now, with the rise of Social Media, that’s all changing. Consumers have the capability of interacting with Brands at a moments notice and as consumers cry out for a change, marketers need to ensure they jump aboard the revolution before they fall behind into the dark ages of technology.

Erik Qualman, who is considered one of the leading bestselling authors in Tech, produces a yearly video showing the changes, highlights and future predictions in digital marketing. With stats like Facebook topping the charts with the #1 population in the world, overtaking countries like China and India, any brand can see how vital this information can be to developing a successful marketing strategy. If you haven’t taken a peek, it is time to check it out! As the digital age is keeps speeding up, don’t fall behind!

Interesting Highlights:

-Average Attention Span of a human is 7 seconds

-53% of millennials would rather lose sense of smell than their technology

-Mobile Traffic drives over 50% of Ecommerce traffic

-Grandparents are the fastest growing demographic on Twitter

-LinkedIn lowered their age limit to 13

-Worlds Top populations:

  1. Facebook
  2. China
  3. India

– 4 C’s of Digital Marketing: Creating, Currating, Connecting, & Culture.

-2018 Video will account for 2/3 of mobile usage

 

Social Media Revolution 2015 by Erik Qualman; @equalman  

More information at http://www.equalman.com.

Snapchat leaps into advertising with launch of Discover

 

Snapchat is primarily known as a solely friendship based social media platform, requiring, at least, one of the users to have a potential friend’s phone number to send a request. With the launch of the app’s new feature, Discover, that could be changing in a big way. What is possibly the most crucial feature to be added to date; Discover gives Snapchat their first big leap into the advertising realm and the ability to reach the ambitious goal of monetizing the platform faster than any other social media platform.

Partnering  with companies like National Geographic, People Magazine, Warner music, Food network and CNN, to name a few.  Discover gives each media company essentially a live 24 hour Snapchat story dedicated to their brand, sharing a collection of photos, videos, audio and webpage’s, developed by each Brand’s editorial team.

Expanding Discover’s marketing potential to the next level, individual media partners have also teamed up with select sponsors for their launch debuts. Companies like CNN teamed up with BMW North America for its channels launch, giving them sole sponsorship on select days within the launch time frame.

What’s truly fascinating about the Discover feature is Snapchat describes the feature as “not social media”. Unlike traditional social media that ranks content as important based on clicks, likes and shares; Snapchat describes Discover in the company’s recent blog, as being “built for creatives”. Relying instead on editors and artist to distribute what content they think is important. As described on the companies blog; “All too often, artists are forced to accommodate new technologies in order to distribute their work. This time we built the technology to serve the art”. While describing Discover as a way to “serve the arts” might be a stretch for the company, it will be interesting to see what Discover could be offering users in the future and if it will be what Snapchat needs to compete with social media platforms like Facebook and Twitter.