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How to Use Content Marketing to Grow Your Business

Posted by YM Social on October 26, 2015

y.marketing.colorContent marketing is the reigning king and has been for over a century.

 

Enter ‘The Furrow’. Unless you were born very early in the last century or even the century before that, you’ve probably never heard of it but it was one of the earliest pioneers of content marketing. First published by John Deere in 1895, it is widely considered to have begun the trend of large companies offering consumers helpful resources geared toward their product owners while piquing the interest of potential consumers in their industry to expand their market share. This, along with other marketing tactics by the company obviously worked because the John Deere company is ubiquitous and hugely successful in the farming, agriculture, and riding mower industries.  It all started being the helpful brand.

 

Now we fast forward 120 years and content marketing is everywhere, and shows no signs of slowing down. In fact, all the moves that Facebook is making places an even larger emphasis on original content.  Last year Facebook changed its algorithm to focus on what it called “high quality” content. If marketers don’t adjust their tactics, they will lose relevence and their audience completely. So what’s a marketer to do? Follow the POES, it always knows!

In this case, POES stands for Paid, Owned, Earned, and Shared Media.

Paid Media – Display ads, banner ads, pay per click search ads, and sponsorships. Paid Media is effective for advertisers because there is a degree of control, scaling, and it can be implemented on demand. Marketers now have another option to grow their brand as the helpful and trustworthy brand that, if done properly, can add a tremendous boost to your marketing efforts.

A big player in this space is the ever-expanding world of Social Advertising that is now available on various social platforms like Facebook, Twitter, Linkedin, YouTube, Instagram, and Pinterest. If done correctly (not spammy, too sales driven, or too pushy) they can help all other marketing efforts simultaneously. Remember, you are advertising to people during their free time, when they are talking and connecting to their friends and family. Respect that, and use it to your advantage when crafting your content so they promote your brand through media sharing, (more on that later).

 

Owned Media – All media assets that your brand owns and controls. Websites, blogs, newsletters, and social media accounts fall into this category.  Major brands are now staffing entire content marketing and editorial teams to manage, steer, and promote their content creation streams online.  Much like ‘The Furrow’ that I introduced you to earlier in this blog, companies now count on this modern content marketing to facillitate brand discovery through social channels and online search. This content informs, engages, and fosters relationships between the brand and customer throughout their lifecycles, so the customer can count on these brands to be the trustworthy authorities in their field.

 

Earned Media –When your public & media relations earns brand coverage through various publications online and off. When businesses establish a positive brand presence, they create a buzz without having to advertise. They let the news media outlets, bloggers, and their satisfied customers share brand laurels on social media and beyond.  Brands have recently utilized the strength of their social audience by empowering them to share and publish content on behalf of the brand, thus inspiring even greater word of mouth. This can also be done by a tremendous customer service component in your business. We have an instant feedback loop now. A marketer and a company needs to listen closely to your audience. They are trying to help you improve your organization.   Someone complaining online is your opportunity to turn this aggressive complainer, into a company advocate. Earn their respect, and earn them as an amplifier for your brand. Should this case turn into a positive resolution, you can likely turn the client into a case study and use them for testimonials content marketing if they agree to participate in your study.

 

Shared Media – Where all of the aformentioned marketing efforts come together with the help of your audience. Remember that loud-mouthed disgruntled tweeter turned brand advocate? He will spread your brand’s good word if you use the relationship your brand has fostered with him properly. A company’s social media presence today should be built to make it simpler for fans to share with one another. This is an opportunity to spark conversations regarding your brand through the content you create, publish, share, and promote. In order to for all of these facets of content marketing to work synergistically, your content needs to speak to your audience in the way they want to be spoken to.   This is shared media.  When wanting to leverage shared media content, keep the end user in mind, as well as the actions you would like them to do with your content.  Whether it’s sharing, watching, or engaging through comments, make sure you are creating the right content in the right channels to optimize for shareability.

 

Remember, when your brand is providing consistent, informative, authoritative, and helpful information, your brand builds trust. The more your audience trusts you, the more they share your content. The more they share your content, the more positive sentiment around your brand is nurtured.  The more positive sentiment around your brand, the more successful your company is as a whole. Content marketing can contribute to the five attributes of successful search engine optimization: QUART: Quality, Uniqueness, Authority, Relevance, and Trust. Do this by utilizing all of the above media, and your brand and audience can work together synergistically to create a holistic marketing machine to drive your business for years to come.

Find your key market segment. Build you brand.  Build your reputation.

One post, tweet, and customer interaction at a time.

 

 

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yWeekly News: February 3

Posted by YM Social on February 3, 2015

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Display Media:

Studies show YoY marketers are investing more heavily in retargeting. Up from 7% last year, 14% of marketers claim to spend more than 50% of their digital ad budgets on retargeting. In companies with over 1,000 employees, 24% say they spent at least half of their digital budgets on retargeting. Over 90% surveyed said retargeting performs the same or better than search, email and other display.  It’s staggering to see how many of them are using remarketing as their primary tactic, as well as the perceived success that it has on their digital campaigns.

http://marketingland.com/marketers-now-dedicate-half-digital-budgets-retargeting-111282

 

Performance Media:

Bing Ads has launched an Ad Preview and Diagnostics tool to help advertisers see the estimated impact of bid changes in real time.  This will help quickly and easily experiment with and preview changes to bids and bidding strategies in Bing Ads campaigns.  This will also help anticipate any unexpected affects to bids caused by a given bid rule or modifier.

http://searchengineland.com/bing-ads-new-bid-preview-tool-lets-see-effects-bid-changes-real-time-213335

 

Digital Intelligence:

Microsoft announces the HoloLens – an integrated virtual reality powered by holograms.  AT CES, Microsoft announced that they are working on developing the HoloLens to “enhance” your life. The lines of reality and virtual reality are slowly fading. Companies are now making Herculean efforts in redefining how people see the world.  Check out these mind-blowing videos:

–        HoloLens Video

–        Official HoloLens Site

–        Apparently it breaks your brain

 

SEO:

Google has introduced a new locale-aware crawl configuration, which will help them better crawl locale-adaptive pages that change their content to reflect a user’s language or perceived geographic location.  Previously Google may have struggled to crawl content variants, this improves these efforts and can improve visibility of localized content. This is useful for clients who may want to leverage this sort of technology to target other locales.

http://googlewebmastercentral.blogspot.com/2015/01/crawling-and-indexing-of-locale.html

 

Social Media:

Facebook Debuts Conversion Lift Measurement Tool: allowing marketers to track online sales and, more significantly, offline sales driven by Facebook advertising.  For online tracking and e-commerce Facebook will use a conversion pixel or Custom Audiences pixel. For offline sales advertisers will need to upload encrypted transaction data to Facebook. For both approaches the company creates: test groups (those exposed to ads) and control groups, which do not see the campaign being measured.  Conversion lift (both online and offline) is determined by analyzing sales for both groups. Any difference in sales seen in the exposed group is the conversion lift provided by Facebook advertising. Ultimately establish or reveal connection between exposure to Facebook Ads and online or offline sales.

http://marketingland.com/tracking-social-influenced-sales-facebook-debuts-conversion-lift-measurement-115757

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