5 Ways To Make Content Marketing Work For You

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If your content marketing efforts are not yielding results, here are five things you need to pay attention to, to make content marketing work for you.

Documentation

You need to document the workflow of your content and the results. According to Huffington Post, documenting your content marketing efforts, will help you identify the missing link, between what is working and what you’re doing.

According to CMI research 53 percent B2B marketers who reported a documented strategy, found content marketing to be highly effective.

Highly Relevant Content

Target your customers with highly relevant content. Very often marketers confuse creating content with content that is considered valuable by target audience. To meet the needs of the audience, it is important to create content that meets the content marketing needs of the audience. This can be done by creating highly relevant content by assessing the users content needs and serving highly relevant content in a personalized manner.

Distribution Strategy

An effective approach to Content Distribution strategy combines three different forms of distribution; paid media, owned media and earned media.

An effective distribution strategy combines different channels and forms of distribution to arrive at a streamlined effort.

Create Credible content

There are several factors that can make your content credible. Some of the ways to make your content credible are:

1 Address real concerns

2. Solve customer issues

Measure the right signals

In case you are measuring the wrong signals, the results from your content marketing will appear flawed. To measure the right signals define the most important KPIs.

 

 

 

Brand Conversations For 2017

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As the brand conversations shift their focus to 2017, here are  key trends in consumer engagement.

Ephemeral Stories and Content Creation

“The days of conventional brand storytelling is over, thanks to the democratization of content creation and the rise of image over text.”, according to Accenture Interactive report, Fjord.

With democratization of Content Creative, the narrative is now focused on users contributing to the story. According to Forbes, there is a risk to organizations that try to control the message.

Conversations are the New User Experience

According to  Forbes, “User Experience trends shifted from brick-and-mortar physical spaces and in-person interactions to online text & visual content and virtual interactions. Fjord indicates there is a new shift starting to emerge, that of a shift to conversations with AIs instead of human-to-human and human-to-content.”

To view more trends, Click here.

Ten Ways For Brands To Use Instagram For Holiday Season

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Instagram with its user base of 500 Million users and numerous photos shared per day, may prove to be an ideal network to attract your target audience this holiday season. Advertising on Instagram has given boost to advertisers with increase in Ad recall; and with newly added features Instagram is the go-to network for visually-engaging campaigns.

Here are Ten Ways Brands can promote on Instagram.

Create Seasonal Posts introducing a new product or promotion highlighting the key product attributes in a visually engaging format.

Present your Gift Card Customer Value Proposition in a static frame of a video or an image, as an image and caption the post with an emotional connect.

Engage Social Media Influencers that can get your proposition noticed with visuals that engage your target audience.

Create a Video Loop that places your brand logo in a seasonal context in a creative manner as can be seen for Pepsi’s post for Art Dome at an event with the help of an artist.

https://www.instagram.com/p/99GIHQqrKC/?taken-by=pepsi

Use Instagram posts as a style guide to create a Visual LookBook for the holiday season.

According to Shareablee, Oreo generated 120 percent more engagement on Instagram with holiday themed campaigns, compared with the same time in the previous year, capturing more than 376,000 total actions (likes and comments).

Oreo highlighted the seasonal pack that uses creative layouts depicting interaction, which is the point of engagement with audiences.

Ask a question linked to the post. Krispy Kreme introduced Santa Belly doughnuts with a simple question.

Engage audiences with reposts from your followers with a seasonal theme.

Share Content that audiences find useful such as DIY and recipe ideas, One of the most engaged posts on Twitter was a dessert recipe shared for Thanksgiving by Jell-O.

Highlight any special offers that you are introducing during the season, or share a window display that highlights your brand’s identity as seen for Nordstrom’s Holiday post.

https://www.instagram.com/p/-39GR7MdNa/?taken-by=urbanoutfitters

View this post on Instagram

We've decked the halls! #🎄 #holiday

A post shared by Nordstrom (@nordstrom) on

Five Steps To Measure Social Media Success

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Keeping track of your brand’s social media success on monthly basis, can help you understand your brand’s performance to ensure that you achieve your social media goals.

Start with a Snapshot

Start measuring the performance of social media engagement across channels. Start with a complete snapshot of  your performance across channels, covering the following attributes:

Total Audience Size, Engagements, Engagement as a percentage of Audience, Number of mentions and Potential Audience Reach.

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Focus on Goals

Measure the performance of each channel for the goals. If your goal is to increase site visits , measure the performance of each channel for the goal. Map the performance of key metrics with month on month activity to know which campaigns and channel help you achieve the goals.
goals

Zero in On Key Initiatives

Identify which initiatives give you the best results. Map the performance for each key initiative.  In an example below shared by Simply Measured, the performance for Influencer Marketing campaign is mapped to see the campaign performance.

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Track Social Media Performance Over Time

As  important as it is to get social media performance Snapshot, it is equally important to track performance over time. Look at audience growth, engagement rate as well as mentions for each channel over a time period.

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Identify Opportunities

Look at the Social Media report to understand key trends and monitor for any opportunities that exist within the paid and earned media space. A good way to identify opportunities is to look at category level keywords and see your brands performance for them. Make changes wherever required to optimize performance for the top performing keywords on social media channels.