Ten Game Changing Content Marketing Trends

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Chatbots are the new Content Battlefield

Chatbots are taking over from Apps, according to a Fiksu Study. Teens spend an average of 23 Mins and 23 secs on Messaging Chat. Facebook reports that developers have created more than 11,000 chatbots for its Messenger platform, and Kik — one of the most popular messaging platforms among teens — unveiled 6,000 new chatbots.

Brands, have integrated bots in Shopping Experience that offer advice on choosing products. Integrating AI and APIs for Retail apps can enhance the shopping experience with user-friendly chat interfaces and expert advice.

Messaging Apps And Instant Content

Facebook Messenger has made  content publishing instant with Facebook Messenger where Publishers can publish articles on messenger. Messaging Apps can power publisher’s stories with instant audience reactions. For brands engaging users with via publishers posts can get the audiences respond live to a story.

Brands are going a step further encouraging customers to chat real-time on messaging apps.

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Live Streaming Becomes Native to Mobile Apps

YouTube makes live streaming native to the mobile app. According to the blog, YouTube mobile live streaming will be baked right into the core YouTube mobile app. You won’t need to open anything else, just hit the big red capture button right there in the corner, take or select a photo to use as a thumbnail, and you can broadcast live to your fans and chat in near real-time.

Live Video and Streaming Content Genres 

Twitter signs up with Pac-12 network to live stream sports events after a deal signed earlier with CBS News to live stream the Democratic and Republic Convention.”By expanding our digital footprint, Pac-12 Plus also allows us to connect more fans with more, live Pac-12 sports content through a platform they use every day.”

VR Experience Becomes Real

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Samsung and NBC team up for Virtual Reality experience linked to the Olympic games, by allowing Viewers to view the games footage in VR  after a few weeks. According to Venture Beat, NBC has revealed that the NBC Sports app will work in conjunction with Samsung Galaxy devices and the Samsung Gear VR to broadcast 85 hours of virtual reality programming. This will include both the opening and closing ceremonies, men’s basketball, gymnastics, beach volleyball, boxing, diving, fencing, and a host of track-and-field events.

Channels that are preferred by users for accessing VR Content.

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For content marketers the video footage that is live streamed can now be a more engaging content format with Virtual Reality.

Location Listings for Pokestops makes AR Relevant

Adding Yelp Listings to Pokemon Go made AR gaming more relevant. Introducing listings and reviews for an AR experience, can increase the engagement for your Brand.

Adding listings for your mobile app or a customer experience in a Review app increases traffic, in a more engaging content format.

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Emoji Power Takes Over  Branding

Diney’s Emoji Blitz game for iOS and Android, has over 400 character Emojis. Each Character Emoji has special powers that allow users to choose the Character Emoji. Building on Disney characters the Emoji centric game builds on the character brand defining new way for users to connect with their favorite characters.

Pepsi used Emojis for the World Emoji day celebration with Emoji filter on Snapchat and an Emoji keyboard update timed for the World Emoji day.

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SVOD Matches DVR Penetration

Subscription based Video On Demand matches the DVR penetration in the US Households. Users want to control the content they watch, with increased sign-ups for subscription services. As high as 30 percent have access to SVOD and DVR. According to Nielsen Research report, “SVOD penetration has been rising steadily over the past year, illustrating that viewers have a continued desire to control what they watch and when they watch it. And in many cases, that means more playback options is better. In fact, close to 30 percent of homes have a both DVR and access to SVOD—up nearly 20 percent from last year.”

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Mobile Devices Make For More Than 50 Percent of Connected Devices

Smartphone and Tablets are the most popular connected device in the US Households.

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Users Pay More Attention To Interactive Content

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According to a YuMe and Ipsos poll, 54 percent said they paid more attention to a highly interactive format, like videos with embedded quizzes.

Ten Steps To Inbound Marketing

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Inbound marketing reaches audience organically with SEO, blogs, and social media to attract, engage and convert visitors to customers. With captivating content, Inbound Marketing answers customers queries by solving a real problem, turning them from prospects into customers. It is proven to work, with Inbound marketing delivering 54 percent more leads than traditional marketing at much lower costs.

Set Objectives and Develop Personas

Start With your goals

Start with setting your goals that are achievable and realistic. Look at where your competitors are and what the industry is doing to arrive at realistic and measurable goals. You can define the goals for different stages of the buyer journey and build in KPIs for each stage of the buyer journey in your plan.

Identify your Audiences and Assess Content Needs

It is important to do a complete analysis of your visitors, identify your audiences and develop Buyer Personas for each of your audience segments. Define your Brand proposition and highlight how your Brand proposition answers your customer’s requirements better than that of the competition . A quick check could be to prepare an Elevator Pitch and identify the areas that your Brand is better than that of the Competition.

Assess Content Needs for the identified audience to see how your existing content answers their existing needs. In case there are any changes that are required in your content strategy build the same into your content marketing plan.

Develop a Content Marketing Plan

Content Marketing Plan for your brand will be based on your audience insight and their concerns as well as pain points. Once you have identified your strengths you can effectively customize your content with Keyword rich phrases for better Search Ranking. Forums and Online Communities can provide useful insight into key concerns and pain points of your audience and provide you insights on the keywords and phrases that resonate with the audience so that your site can be optimized for Search.

“Content audits are a great way to see how well you’re covering the topics that are important to your audience, and whether you’re maintaining a good mix of content types. Auditing your existing content also helps you find holes that you can fill with new content pieces, or identify great pieces of content that can be repurposed into other formats to reach even more prospects.”

Source – HubSpot

Keyword Research

Identify how the audiences are searching for your content through keyword research. This allows you to see the estimated global and local search volume, ranking difficulty, and also predicts the cost of running paid campaigns. Through this research, you can decipher which terms and phrases to target in order to attract the right visitors to your website.

Onsite SEO

This consists of all the factors on a website page that influence search engine ranking. In order to get found for the keywords that are chosen in your keyword strategy, it’s important to optimize every page that is created on your website. All pages should include the appropriate keyword within the content, page properties, and the image tags. Performing onsite SEO for all current and future pages that you build out for your website is very important.
As the entire approach revolves around providing answers to your customer’s key concerns it is important that your website or pages are optimized to be found with keywords and the content is shared on channels and formats where the customers are searching for the same.

Focus On Lead Generation

Promote premium content such as whitepapers, eBooks, webinars and Case studies to convert your visitors to leads. For B2C content, New products can be introduced at the time when the customers are more likely to be looking for purchases such as during the Holiday Season. Any special offers such as free gifts can be advertised to get more traffic and leads.

Landing Page Design

Landing pages designed to capture the user’s attention to generate leads are designed to capture the interest with eye-catching visuals. A good landing page is properly designed to attract new leads. A good design is meant to bring about the desired user action.

Create Be-Spoke Landing Pages for the offer

Landing Pages are the focal point for your visitors and need to be optimized with Keywords for Search Engine ranking and also answer the key concerns of your audience. Critical elements are Headline,Meta Description, a brief description of the offer, an Image, social sharing links,supporting elements such as Meta Tags, Apps.

Call-to-Action Creation

Call-To-Action button on your site is critical for increasing acquisition rate and lead generation. CTA’s direct visitors to your landing pages. To understand the best CTA you can test the CTAs to see which one performs better and position them on various pages.

Leads Nurturing

Nurture your leads with automated workflows which allow you to trigger emails based on the action taken by the lead. With a process in place for nurturing leads, you can move the audiences through the sales funnel. Assess the performance through the sales funnel with KPIs for each of the stages in the sales cycle.

Share your Content

Promoting your Content in Social Media not only helps to get more visitors to the site but also improves your search rank . A company blog is important for Lead and Demand generation, updates with newer developments and topics that they may be seeking information on.

Engage your Audiences

Engaging your Audience with Offers, Contests, and Visual content has been found to be most effective. It has also been proven by a study that customers tend to trust recommendations from friends over advertisements.

Build your Community

Brands’ outreach strategy to build a network of customers. prospects and peers to establish a brand connect and enable conversions,conversations and endorsements to nurture Brand Loyalty and Advocacy. Effectively engaging audiences with offers and content with relevance to the Brand Community leads to social sharing and humanizes the brand.

Pay Per Click

PPC campaigns give you an opportunity to put your message in front of an audience that is seeking your product or service. Through keyword research, strategic bidding, and a compelling advertisement you can get the results you want. PPC is no longer limited to search engines, you can also run PPC campaigns on various social media platforms.

Social Media Marketing

Social media is the platform for sharing content and odds are your audience is engaging on at least one social media platform. Sharing content on your social media accounts allows you to reach your audience on multiple channels- Facebook, Twitter,Instagram, Google+, LinkedIn. Social media acts as a gateway for potential prospects to find your website so it is important to be relevant, active and engaging in this sphere.

Localize your Content

Inbound Marketing Plan requires a Location Based Strategy for the Brand to reflect the local presence and the offers and content for the Location should factor in services or products offered for the location as well as local pages should be based on the customized to the demographics and search results as well as social media preference for the area. This should be built into the Landing pages and Location based Brand Pages for the offers.

Earn your Customers Trust

Analyse the core Brand attributes that you are communicating and if your Brand content and Brand Experience can help you earn customers trust.
“Accuracy, Transparency, Expertise, Choice, Awareness, Relevance, Fairness, Format, Relatability, and Exclusivity are Ten Trust elements that every Brand needs.”
To create a credible brand it is important to link your physical address to a listing on the web, over and above Branding elements, such as Google My Business, Four Square that would help your customers know your location and at the same time help you with Search engine rankings.

Measure and Course Correct

Use the right tools to understand the impact of your efforts and work on the areas that are yielding results. In case there is a certain type of Content, that works better, prioritize posts and initiatives for the same. In case there are certain Keywords that are most searched and bring in the results, the pages need to be optimized for the same. Social Media Metrics need to be customized for each channel and results for the same can be used to generate insights for future campaigns.

Some of the metrics that can be used are the ratio of Customer Acquisition Cost and Customer value to understand payback. Measure the conversions and implement a segment based strategy based on life-cycle stages, segments and user history.

Content Marketing Trends For Holiday Season

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Creating Branded Content, that is most likely to resonate with your audience and increase  site traffic, requires planning the content experience for your target audience. Your holiday season content  seeking to educate, inspire, and convert your audience with a seasonal context, requires a plan. According to Think With Google, shoppers are increasingly searching for products and Gift Guides on YouTube.  Most of the time 70 percent, these videos are watched on mobile.

With the number of options available,  the search volume for products on Mobile with “Best” products has grown by 50 percent. As high as 43 percent shoppers for Consumer Electronics purchase products on Mobile, while looking at the products in-store. Nearly 70 percent of customers want multiple ways to buy products such as Buy Online and Pick Up in store.

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Here are Content Marketing examples for targeting the Holiday shopper, that can create  an experience for your brand.

Gifting

Gift Guide and  Gift Cards as seen in Whole Foods example where the landing page for Holidays section, “Holiday Headquarters” features a Holiday Gift Guide “30 Days of Gifts”, Recipes and DIY ideas. The landing page shares select  recipes for entertaining and the site gives details on Holiday Gift Cards, Creating a Content experience that is targeted at engaging shoppers with gift ideas and  recipes for occasions.

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Key Insights For Content Marketing For Holiday Season

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Holiday 2015 brought in a 60 percent growth in traffic and conversion rates.  The US retail online sales for Holiday Season 2016 are likely to grow by 13.3 percent according to eMarketer. Nearly 50 percent of shoppers have reported Holiday Shopping begins before Thanksgiving and nearly 25 percent start before Halloween.

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Optimizing your campaign for audience segments can get your campaigns and content discovered by the target audience . The content Eco-system for your audience segments varies for different demographic. Smartphones are essential in the content path of Holiday Shopper with 76 percent shoppers conducting a local search  and visiting a physical location within 24 hours.  Equally important is the growth of Buy Online and Pick Up in store with 32 percent using the option in 2015.

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Optimize your campaigns for local search intent. 82 percent of the shoppers refer to Smartphones while shopping prior to visiting a store. The Queries with Local Intent increased by 2X during Holiday season 2015.screen-shot-2016-09-21-at-10-12-30-am

Define your audience segments and develop a persona for each audience segment. With profiles for each segment you can find out the purchase behavior for each segment, depending on the time they are likely to start shopping and the content that works for each persona. For instance, targeting teens with a personalization content strategy might work better, whereas for targeting  seasoned mature shopper, an opt-in email strategy might bring in best deals on a weekly basis.

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Your Content Marketing Strategy  centered around your audience ensures sustained interest, throughout the holiday season. Co-promote your offers and campaigns with publisher boosts to ensure sustained interest. This will help your brand with Organic search results. Some of the tactics recommended by SEO experts WPROMOTE are to leave your Branded content on the main site navigation for SERP results. The content pieces that are likely to work for your category depend on what is popular with your target audience. For some categories, Gift Guides work better, while for others an image caption contest may generate increased engagement.

According to WPROMOTE’s “100 Days Of Holiday” Whitepaper, the SEO firm recommends updating your website content and Metadata with Holiday related terms as early as October.

Some of the charts from comScore reveal the weekly ramp up of online holiday retail sales making it important for brands to think their Online holiday retail strategy to be ready with Text Ads and Display Ads, as well as Social media strategy to be ready for online searchers and holiday shoppers.

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The Traffic for Mobile and Desktops varies for different weeks. Keep in mind the changes in traffic volume and searches on mobile to optimize your bids accordingly.

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Source: WPROMOTE’s Whitepaper “100 Days of Holiday” and comScore