Archives for March 2016

What’s the Secret of the Most Powerful Content Marketing Strategy? Simplicity

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Imagine all the content created from the dawn of recorded history all the way up to 2003. Cave paintings, Renaissance artwork, Egyptian hieroglyphics, sacred texts, romance novels. The whole grand multicultural enchilada.

How long would it take us, in 2016, to replicate that staggering volume of content? According to Google’s Eric Schmidt: 48 hours.

Humanity creates more content every two days than our ancestors managed in 6,000 years. Those slackers.

Sure, that’s an impressive achievement for the human race (quality of the output notwithstanding), but it’s a challenge for every marketer hoping their content finds an audience. With multiple civilizations’ worth of data published every day, how can even the snazziest of infographics earn attention?

4 Must-Have SEO Hacks for Better Mobile Marketing

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I’m in the process of finding a daycare. As a working parent, my lunches are spent perusing options on my phone as I eat my Jimmy Johns (sometimes Erberts & Gerberts if I’m feeling fancy). When I come to website that doesn’t render well, I leave. If the “Request a Tour” form is unmanageably long on mobile, I leave. The expectation of instant gratification when surfing is engraved in our mobile behavior.

With over 50% of all Google searches performed from a mobile device, it’s vital for website owners to ensure their websites are optimized for mobile.

Optimizing for mobile goes beyond just having a responsive website. Here are the 4 hacks for optimizing your site for optimal user experience.

#1 – Optimize Your Page Speed

Every. Second. Counts.

Online Marketing News: Mobile Gets Personal, Facebook Buys MSQRD, Online Reviews Offline

personalized mobile push notifications infographic

Mobile push notifications: Help or hindrance? [Infographic]
The marketing industry is obsessed with personalization, and rightfully so. It’d be foolish to think that consumers really want the generic, blanket content that was once our only option for mass communication. Personalization has again thrown its hat in the ring, and this time, it’s mobile. In fact, according to Microsoft’s infographic, personalized push notifications that align with user preferences see an up to 300% improvement in conversion rates. Microsoft Azure

Facebook acquires video filter app Msqrd to square up to Snapchat
In what many are saying is a play to keep up with Snapchat, Facebook has acquired video editing app MSQRD for an undisclosed amount. This app will allow users to add filters, stickers and texts on video through Facebook Messenger. According to TechCrunch, this isn’t the first time Facebook has taken a run at Snapchat. In fact, in the past they’ve tried, albeit unsuccessfully, to acquire the app for nearly $3 Billion. TechCrunch

Book Review X: The Experience When Business Meets Design by @briansolis

X: The Experience When Business Meets Design

In the digital marketing world a lot of effort has been invested in the making and promoting of content with a singular emphasis on marketing ROI. But customers don’t care about your “great content”, your “clever marketing” or how much money you make from trying to sell them something.

What do customers care about?

Experiences.

Much has been said recently about consumers and experiences vs. things. According to a Harris Poll/Eventbrite study, 78% of Millenials would choose to spend money on a desirable experience or event over buying something desirable, and 55% of millennials say they’re spending more on events and live experiences than ever before.

The value for experiences over things isn’t necessarily new and certainly applies to all generations. It reminds me of one of my favorite quotes that has an important lesson for brands:

You Ought to Be in Pictures: 5 Amazingly Successful Brand Video Marketing Campaigns

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My first cell phone was the unbreakable Nokia 3310. You could run over that thing with a tank and it would still be up for a game of Snake. At the time, its green-and-black display was a technological marvel: You could play games! Look at (pixelated monochrome) pictures! What a modern marvel it was.

Now, of course, almost all of us have a pocket-sized screen that puts the 3310’s to shame (if only they were half as durable…). Most of us are never more than arm’s length from our smartphone. And we’re using those screens primarily for video—fully 50% of all mobile traffic is video streaming.

Whether you’re B2B or C2C, your audience is watching videos. They spend more time with video content than blog content. Even senior executives watch and share: 75% watch work-related videos weekly, and over half share videos with their colleagues.

How Social Media Can Drive Success on Your Content Marketing Roadtrip

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I think most marketers would agree that social media and content marketing compliment each other nicely. Need proof? Recent research has found that 93% of B2B marketers list social media as one of their top five content marketing tactics.

I like to think of social media as the vehicle that drives your content where you want it to go. But as social media continues to evolve, it’s important to remember that we’re not driving down a one-way street. Social media presents more opportunities than just a dissemination platform. It can also be used as a means for engaging your online community, publishing and targeting specific content and building brand awareness.

LinkedIn: 31 Sophisticated Content Marketing Thought Leaders to Follow

31 Sophisticated Content Marketers - LinkedIn

The team at LinkedIn Marketing Solutions (client) recently published a fantastic resource for content marketing called The Sophisticated Marketers Guide to Content Marketing for 2016.

At Content Marketing World 2014, LinkedIn’s Jonathan Lister proclaimed that LinkedIn was “All in with content marketing”. While that reference was mostly about the ability for users to publish content on LinkedIn, the content marketing efforts from the team at LinkedIn over the past 2 years has been nothing short of impressive.

This most recent eBook is a great example of depth, design, and utility that also serves as a case study for “big rock” content. Along with smart advice from marketing rock stars Jason Miller and his team (Sean, Alex, and Megan pictured on the cover below), industry thought leaders and influencers are included as well. Bringing in outside expertise to co-create content adds credibility, subject matter expertise and balance to what would otherwise be “brand content” – a smart move.

Online Marketing News: ROI of Social Selling, LinkedIn’s Ad Targeting, Facebook Hits 3 Million

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The ROI of Social Selling: Data-Driven Outcomes [Infographic]
The first rule of sales is you have to be where your customers are. If you aren’t, how will they ever find you? As we progress further into the digital age, salespeople and marketers are becoming more and more collaborative, to the benefit of their mutual employers. The secret sauce to any organization practicing marketing enabled sales lies in great content that meets your customers where they are at every stage of the buying cycle. This infographic explains the how and why of social selling. Sales for Life

Where SEO Fits in Digital Marketing Strategy for UK Marketers

UK SEO
On each of my trips to Europe or elsewhere abroad to a marketing conference, it is inevitable that someone will say, “We’re 1-2 years behind digital marketing in the U.S.”.

The reasons for this vary, from the capabilities of agencies to demand amongst business buyers of marketing services. Business culture in the UK drives many companies to react to competitors more than leading their respective market with new marketing tactics.

Budgets are another reason why a lag exists between the U.S. and Europe – there’s simply more money being spent on digital marketing, advertising and PR so there’s more resources, opportunity to experiment and innovate.

What Is Everyone Blabbing About? 8 Tips for Creating a Killer Marketing Blab

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Do you Blab? Does your brand blab? Are your brand’s Blabs bland? Do you need a bland brand Blab breakthrough? (Say that three times fast)

There’s a new player in the live video streaming arena, and marketers are starting to get excited about the possibilities. Blab has a few nifty features that set it apart from apps like Meerkat and Periscope. Since it’s currently free to use (and in Beta, as its developers work on developing a business model), now is the perfect time to check it out. If you want to add live streaming to your video marketing strategy, Blab can be a great way to build your community. Here are a few reasons marketers are flocking to Blab:

Beyond the Blog Post: What a GREAT Marketer Does with Content

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What is a blog post for?

Come to think of it, what is content for?

Sure, content should inspire our audience to form a relationship with the brand so they can be nurtured to a purchase decision that ultimately drives revenue. Duh.

Which is great. That’s what we want content to do. But—and forgive me for sounding like a broken record—what is it for?

The best answer I’ve seen comes from Dan Blumenthal: “Content Marketing is what web searchers are looking for.” Nine words. Mic drop.

That’s what our content is for—it’s for providing the best answer to people searching for information. It’s for delighting someone who clicks on your link in a search results page. If your content nails what it’s for, then it has a much better chance of accomplishing what you want it to do (form relationships/drive revenue/etc).