Online Marketing Blog

At Online Marketing Summit held in Minneapolis and hosted by ClickZ, Caitlin McCabe of Sway Inc spoke to the audience about Social Media and had these insights:

1. For people who think Facebook is just for kids, go search for groups relevant to you and you will find them!  Facebook offers many targeted marketing opportunities.

While there are hoards of people, both professional and not, look for niche social sites where you can reach 100% of your target audience as well as an audience that is more engaged than perhaps the average Facebook user.

People with more friends aren’t necessarily more valuable. Do they know all their friends and who are they? However, on a niche social network like BakeSpace.com, the friends are much more targeted than a big brand like Sara Lee.

Numerous companies are losing vast amounts of revenue due to their web sites doing poorly in the search engines.  Web sites that are not easy to find via search miss out on attracting new customers as well as repeat customers that use Google to navigate sites they already know about. Is the same true for web sites that are not social media friendly?

People discover new sites through search, but also through recommendations made via email, word of mouth and through social media content. Making a web site social media friendly will facilitate the saving and sharing of content with others, extending reach and facilitating engagement. 

With the importance of content in online marketing, many businesses are hard pressed to come up with original articles, blog posts, videos, images, presentations, etc on a regular basis.  There’s a myth that once you publish something, that all who matter will see it. That’s simply not true.

Does less than 100% or even 50% market reach for marketing content mean a blog or web site should republish exact duplicates at every opportunity? Of course not. Repurposing content probably isn’t substantially “green” either, but as marketing messages are made unique for distinct audiences, content can be repurposed or customized from one format to another or be updated to deliver value to a different distribution channel.  Here are 5 of many ways companies can repurpose content for marketing purposes in ways that are efficient and meet the needs of target audiences.