Proliferation

Nov 16
0

Advertisers: Stop Interrupting Millennials and Tell Them a Story

By | content marketing | No Comments

To the surprise of few, marketing has changed a great deal in recent years. It’s always been this way. What once worked five or six years ago, couldn’t be less effective in today’s day and age.

Seeing as how marketing is a game of trends, it’s time to hone in on the very movement—or demographic, in this particular case—that has advertising agencies from all over the United States upping their respective games: millennials.

When they were younger, advertising was merely a matter of force-fed content. The idea was to hook younger generations, build loyalty and then subsequently wait for the money to come pouring in.

That said, millennials are different. Instead of a mere in-and-out approach (great burgers, by the way), today’s millennials are looking to initiate, build and maintain long-term relationships—even with brands.

For marketers, competition is fierce, but there’s a way to get a leg up on your fiercest rivals—content marketing. The term’s almost become a bit of a buzzword in recent years, but there’s a reason for that—it’s working with millennials.

Content Marketing to the Rescue

If you know anything about those of generation Y, it’s that they’re always—can’t emphasize this enough—on some sort of electronic device. Be it a smartphone, tablet, laptop or desktop computer, they’re constantly online.

Because of this, it’s imperative that content marketers be in the right place at the right time to access the product- and service-pushing powers of the millennial market.

Millennials Are Open to Brand Interaction

Recently, a NewsCred-led study surveyed roughly 500 American millennials and found that 47 percent of them are open to some kind of corporate communication on a regular basis.

Simply put, millennials are listening. They’re receptive. Though the stereotype surrounding the aforementioned group paints a picture of arrogance, entitlement and self-indulgence, the reality of the situation—at least as far as content marketing experts are concerned—couldn’t be farther from the truth.

Furthermore, the study revealed that upwards of 62 percent of millennials readily interact with any and all content they discover online. Even more intriguing, when they do just that, they admittedly feel more connected and loyal to a brand.

Articles, blogs, websites or social media posts—it’s all fair game for content marketing gurus looking to have an impact.

Sure, millennials are willing to engage with you and your brand, but that doesn’t mean that just any old tactic will do the trick.

Speaking more of how this is to be done, says Michael Brenner in a piece written for Entrepreneur, “Ensuring that your content marketing meets millennials with speed and scale at the moment it counts the most guarantees a long and healthy relationship.”

Basically, if you’re not consistent in the production of high-quality, top-tier content, another company will be, and they’ll most assuredly claim what’s deservedly theirs—millennial loyalty.

Speak to the Individual, Not the Masses

In spite of what many chop-shop content marketing agencies might claim, treating millennials as the individual consumers they very much are is the best way to target them. Yes, it’s time-consuming. It’s tiresome. It’s difficult. But most importantly? It works.

Once again, referencing NewsCred’s study, 64 percent of surveyed millennials said they they respond more positively to a brand message when said message is tailored to their specific interests—music, sports, entertainment, etc.

Additionally, 62 percent of young participants say they feel similarly when given messages that help them solve their everyday issues. And here’s the best part—when content is cared about, 50 percent of the time, its then shared on social media.

Are millennials a tricky demographic to deal with? Yes, but it’s by no means their own fault. Their wants are genuine and, to be completely honest, what consumer wants to feel like he or she is communicating with an old-school used car salesman while online? That’s right—nobody.

Be natural. Be authentic. Be real. While not the most convenient of advertorial tactics, content marketing is here for the long haul. It’s time you adjust. Give it some time. The results will come.

Nov 16
0

How To Become an Effective Storyteller

By | content marketing | No Comments

No, storytelling isn’t just for Disneyland and tired parents who can’t get their children to bed at a decent hour. In fact, in today’s digital age, it’s also for marketing agencies set on developing and sharing a message with their respective target audiences. By so doing, real brand engagement can come about.

That said, how is a story with an advertorial epicenter to be told to consumers without coming off as pushy or overly sales-driven? Simply put, the secret is to stay close to the very principles which have always governed great storytelling. Confused? The following infographic explains things in a clear and concise fashion:

Fusion 360 - How to Become an Effective Storyteller (Fusion 360 Agency)

Nov 09
0

Content Marketing or Targeted Ads—Which is Best?

By | content marketing | No Comments

When it comes to the world of digital marketing, there are a wide variety of methods that advertisers use in an attempt to reach potential consumers. And for Internet marketing, there are perhaps few methods that have become more engrained than using content marketing and targeted ads. And while each method offers advantages that companies should be aware of, a more thorough investigation makes it quite clear that content marketing is the better choice for those looking to generate a top-notch return on investment.

Content Marketing

Content marketing is unique from other forms of advertising because it doesn’t necessarily go for the direct sale. Rather than interrupting a Web user’s experience (think of those oh-so-hated pop-up ads), content marketing seeks to add to the Web experience by providing useful information or decent entertainment related to a company’s product or industry.

So how does content marketing really make a difference? First and foremost, quality content marketing efforts that also utilize best SEO practices can help provide a serious boost to a company’s rankings in Google search results. For example, if your company’s blog consistently provides quality, informative articles, search engines pick up that information and use it as an indicator that your company is an authoritative source of industry information. And that in turn will help a website move up in the search rankings.

Content Marketing Institute also notes that customers are much more trusting of content marketing materials than traditional advertising, citing reports from Nielsen and TMG Custom Media that indicate the majority of potential customers are more likely to buy a new product from a company that provides customized articles and other forms of content (especially those not-always-easy-to-reach Millennials). After all, which seems more reliable—a banner ad telling you to “buy now” or an article that offers an in-depth explanation as to why a particular product or service is a worthwhile investment?

This can also pay off when it comes to social media efforts. In today’s digital landscape, social media should be part of each company’s content marketing strategy—and rather than simply pushing the latest sale or product through a company’s Facebook page, companies (and their content) are more likely to get quality engagement by promoting blogs, articles and other pieces of useful information through social media channels.

Targeted Advertising

While there is certainly some value to be gained from targeted ads, studies indicate that this digital marketing method is not as effective as content marketing for providing an SEO boost, gaining trust of customers, or even in generating sales leads.

Targeted advertising takes advantage of Web data to deliver advertisements to the consumers most likely to be interested in a particular product or service. This is typically determined based on past Web browsing history and other online activities. While this may narrow the number of Web users who see a particular advertisement, these ads are much more likely to be reaching the consumers that are interested in the associated product or service, making them more effective than non-targeted ad placements.

However, this process is far from perfect. As Forbes notes, 54 percent of American companies still claim that identifying the right groups to target remains a major challenge. While a company may know who its desired target audience is, correctly identifying these individuals online—even with the help of algorithms and big data—is far from an exact science.

These targeting methods also cannot change the fact that targeted banner ads and videos—while still able to reach a more relevant audience—are still advertisements that interrupt a user experience, rather than contribute to it, as content marketing does. As a result, many online users are distrustful of targeted ads in general, and these methods are not always effective, even when reaching the target audience—in fact, some studies have reported display advertising click-through rates to be as low as 0.1 percent.

The Comparison

While both content marketing and targeted digital ads can play a role in boosting online leads and sales, studies comparing the effectiveness of the two practices have made it clear that content marketing has a distinct advantage. A study published on Moz reports that “the companies with the highest [digital advertising] ROI focus on blogging, organic search, and content amplification.”

Blogs, organic search, content amplification—these are all terms that are extremely relevant to content marketing. Be it through creating a quality blog, publishing in-depth articles on third-party sites or further promoting such efforts through social media, these content marketing tactics not only increase consumer trust, but also provide a needed boost for SEO—results that generate sales and leads in a way that more traditional methods of advertising—targeted or not—simply cannot achieve.

So when it comes time to decide how your company’s advertising budget will be spent, choose wisely. Targeted ads may seem like the easier option, but an investment in content marketing will typically yield better results, making it well worth the investment.

Oct 30
0

How to Be a Great Content Marketer

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As is the case with just about anything in life, if you’re going to become an expert, a hefty amount of practice is going to be necessary.

In today’s digital day and age, as consumers continue to dictate what marketers must do to influence them, content marketing has quickly positioned itself as the most effective form of product- and service- pushing out on the World Wide Web.

Want to get involved here in Utah or elsewhere? Well, needless to say, if you’re to become a successful content marketer, there are some things you’re going to need to do before taking on your first client.

Oct 30
0

Maintaining a Successful Blog

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Whether it be here in Utah or elsewhere, blogging isn’t as easy as you’d think it be. Seriously, if it were simply a matter of writing a few posts to gain global publishing fame, everyone would be doing it.

However, seeing as how digital audiences currently have access to more information than ever before, content – when coupled with strategic content marketing, social media and SEO strategies – can truly reach massive audiences.

Sep 25
0

6 Must-Have Consumption Metrics for Content Marketers

By | content marketing | No Comments

As is the case with almost anything of a professional nature, be it here in Utah or elsewhere, money is always the main driving force. For businesses, regardless of size or industry-specific dominance, when money isn’t being made, it’s being funneled into a variety of departments to, in turn, bring in more money. It’s for that very reason that each and every expenditure must prove its worth to a company. Truthfully, content marketing is no different.

As the shift from traditional marketing to that of a more digital nature continues its progression, more business owners are considering the aforementioned advertorial technique to attract new customers. That being said, so as to not burn through precious capital, how can the real value of content marketing be measured? With years of content marketing experience, we’ve got the answers:

Sep 18
0

6 Essential Steps for Creating Incredible Infographics

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More often than not, when people think of content marketing, they think of written content. Blogs, newsworthy articles, creative stories and humorous lists all come into play, as far as content creation is concerned. That being said, there’s much more to content marketing than merely editorial work. For example, videos, podcasts and—especially in today’s age of rapid information consumption—infographics.

That last one is of particular interest for content marketing agencies both inside and outside of Utah. Infographics are not only visually appealing, but transmit information in a quick and timely matter, allow for optimum social shareability and even help brands build rapport with Google’s ever-changing algorithm. Looking to get in on the infographic craze? Here’s how to get started:

Fusion 360 - 6 Essential Steps for Creating Incredible Infographics (Fusion 360 Content Marketing)

Aug 26
0

How Modern Companies Use Content Marketing

By | content marketing | No Comments

Both inside and outside of Utah, content marketing, more than just about any other advertorial practice, has gained a great deal of respect with both advertisers and consumers. Focused largely on the needs of consumers and providing them with helpful information, content marketing differs from traditional advertising with its genuine focus on audiences, as opposed to the force-feeding of intrusive material.

While traditional marketing and its tactics still exist, more marketers than ever before are finally opening their minds to the idea of using top-tier websites, social media and digital public relations—all practices firmly built upon the generic foundation of content marketing—to build rapport with their respective target demographics. Are you looking to make the switch? If so, take a moment or two to see how the world’s most modern companies are using content marketing to their advantage:

Fusion 360 - How Modern Companies Use Content Marketing (Fusion 360 Content Marketing)

Jun 19
1

Coming to Better Understand ‘Content PR’ In the Digital Age

By | content marketing, public relations | No Comments

Defining the subtle differences between advertising, marketing and public relations can be a difficult endeavor, even for the country’s most successful ad agencies. While answers certainly exist as to what barely separates and drives the booming communicative fields, most communications professionals have always felt that—on the flip side of things—content marketing and digital PR were held at opposite ends of the spectrum by way of huge distinguishing factors.

In reality, however, the overlap is prominent, to say the least. In fact, so joined at the hip are the two practices that—sooner, rather than later—you’re bound to hear the term “Content PR” being tossed around down at the office. Needless to say, whether it’s content marketing or digital PR that you consider your God-given forte, there’s bound to be a heavy mixture of both advertorial tactics.

As an improved spinoff of traditional marketing, content marketing is focused primarily on the creation and distribution of meaningful content which, when consumed, both engages and acquires a target audience. Interestingly enough, PR strives to do something very similar: build rapport and trust with a predetermined demographic. In time, as the aforementioned specialties continue to evolve, the dividing line of separation between content marketing and PR promises to become thin.

Distribution Is Just as Important as Production

Does the term “churnalism” ring a bell? You might’ve heard it mentioned a few times during an introductory journalism course in college or while working an entry-level gig at any one of America’s many ad agencies. “Churnalism” refers to a writing style that’s centered on quantity, rather than quality.

When done properly, content marketing needn’t be an activity in speedwriting; moreover, an exercise that aims to examine the questions and concerns of consumers—a very PR-driven concentration, in its own right—and address them through published content. Sure, production is important for content marketing to take effect, but it means absolutely nothing without sound distribution techniques.

This is where PR comes into play for marketing agencies. Content marketers and their respective agencies tend to allocate the majority of their publication efforts towards channels that they rightfully own and manage. Owned media helps with long-term growth, search-engine rank and becoming an industry-specific thought leader, but there’s more out there to be discovered.

On the other hand, PR spotlights the importance of earned media. Of the matter, says ContentMarketingInstitute.com, “Key elements of marketing are to attract an even greater audience, lead pool, and increasing brand awareness. While content marketing beefs up one’s owned-media outlets, PR bolsters earned media and likely garners new eyes for a brand.”

Brand Reputation Is Strengthened With Every Link Hit

Blogs are important and most content marketers already know it. They have to know it, seeing as how they spend countless hours crafting engaging posts for both blog subscribers and those who might stumble upon their site through random Google searches or social posts. With that in mind, however, blogs aren’t necessarily the most important thing for content marketers and the agencies at which they work.

Let’s say, for example, that the CEO of your tech startup has a new app update that he or she would like to announce to the world. Obviously, a well-written blog post should be crafted to help get the word out. When shared through a company’s numerous social platforms, people are going to learn not only what said update is and how it can help them, but how they can get their hands on it.

That being said, blogs aren’t always the perfect solution for agencies. The problem with blog posts lies in the fact that there’s a certain self-serving stigma that surrounds them. Now, imagine if The New York Times or The Wall Street Journal wrote a piece on your startup’s newest app update. Not only would more people know about it, but they’d be more inclined to believe that such an update could really help them. If this sounds like a worthwhile pursuit, go nab your closest PR representative and get to work on gaining coverage.

Content Marketers Must Think About the Bigger Picture

Writing purists will argue that the world’s greatest authors wrote, write or will write for writing’s sake. This sort of utilitarian approach is fine, but usually there’s a greater good that’s being accomplished. In the case of the aforementioned authors, making a living, providing for loved ones or presenting an important message all might take the proverbial cake as a main motivating factor.

As far as agencies are concerned, content marketing is no different. At its core is a heavy editorial skill set, but there’s so much more that’s being accomplished through the strategic writing process that’s often forgotten. Content marketing agencies must remember that they’re not writing to meet deadlines or to fulfill a quota; they’re working to better serve digital audiences healthy doses of incredible stories, industry-shaping news and groundbreaking ideas.

More often than not, PR helps content marketers fine-tune the emphasis being placed on the public. In the process, fresh insights, new angles and creative perspectives are formed and implemented.

Truthfully, it shouldn’t matter if it’s a basic blog composition or a bit for The Huffington Post, if a target group is kept in mind right from the very start, the end result will be worthy of everyone’s time and energy. With a similar goal driving both content marketing and PR, it won’t be long until “content PR” becomes a mainstay of any communications team.

Fusion 360 - Coming to Understand Content PR (Fusion 360 Agency)

Jun 17
0

The 5 Persuasive Pillars of Storytelling as a Digital Content Marketer

By | content marketing | No Comments

Brand storytelling isn’t a new endeavor. In reality, it’s something that traditional marketers have been doing for years. What’s relatively new, however, are the fields of social media and content marketing. Joined at the hip, both industries—falling under the larger canopy of digital advertising—have made brand storytelling an all-encompassing practice.

With so many content marketing specialists competing for social space, great stories—not just good ones—are what earn valuable clicks and build search engine rapport. If you and your marketing firm or agency are struggling to build audience intrigue, it’s never a bad idea to get back to the basics.

No, not what was taught in your Marketing 101 course back in college, but the actual basics of storytelling and writing. Unbeknownst to most, by so doing, engaging brand stories become the norm and less the occasional occurrence.

1) Audiences Want the Truth

If you’re like most Americans, the thought of dealing with a car salesman is enough to make you cringe. It’s not that the people who push new or used cars are bad people, it’s just that everything that’s presented is assumed to be a lie or stretched truth. Nobody likes to feel like they’re being sold, and brand stories—regardless of medium—must keep consumers comfortable.

In all of life’s situations, honesty is the best policy; content marketing is no different. Sure, “stories” are being crafted, but make certain that they’re rooted in the reality of your company’s history, products or industry.

Furthermore, keep things consistent. Once brand stories begin to drift from what audiences come to associate with a business, confusion sets in. Truthfully, confusion, more than just about anything, is the top brand-killing force, at least from a content marketing standpoint.

2) Develop Meaningful Characters

Every great story comes with a team of lovable characters. Just as you and your family love rooting for Katniss Everdeen in The Hunger Games, so too can any money-making entity win over the approval of potential clients. Take Progressive’s Flo, for example. While not upheld by a team of supporting characters, Flo’s success is found in her relatable and quirky nature.

That being said, it’s not imperative that a fictitious character be created for widespread emotional appeal to come about. Buyer personas, real-life clients and employees are also able to present their respective points of view in an advertorial manner.

Speaking of the end goal of brand characters, says Susan Gunelius of Forbes, “The important thing is to create characters that enable your audience to become emotionally connected to them to such an extent that the audience wants to follow their character arcs.”

3) Make Your Brand’s Personality Shine Through

The appeal of social media and content marketing is found in its entertainment value. As opposed to advertisers approaching customers with pamphlets, sales pitches and a series of “incredible limited time offers,” target audiences are allowed to ingest information on their own terms.

Because of this, it’s key that you infuse any and all stories with a dash of brand personality to keep people coming back for more, time and time again. That is, after all, what’s supposed to separate you from the masses, right? Without a writer’s true colors on full display, readers will most assuredly bore quickly and revert to industry competitors who can more fully captivate them.

4) Build Intrigue Through Suspense

Whether it be a blog post or a podcast, do your best to make content a type of reoccurring page turner. Social media can be great for dangling the proverbial carrot in front of the ever-engaged eyes of your brand’s biggest followers. Facebook, Twitter, Pinterest and even email lists are awesome for building intrigue with audiences.

Also, perpetual marketing—in addition to building story suspense—provides content marketing gurus with the ideal opportunity to promote their content through offline and mobile marketing measures.

5) Make Certain to Include a Beginning, Middle and End

Middle schoolers all over the country know that any good story comes fully equipped with a beginning, middle and end. If the aforementioned model is good enough for the world’s greatest works of fiction, it’ll get the job done for your company’s content marketing needs.

In the beginning, a story’s keynote players are established. Next, the middle portion of a brand story brings with it arguably the most important phase: character conflict. Here, a featured dilemma is presented so that a final resolution can take place. Lastly, at the end of a brand story, you guessed it, an audience learns how difficulty has been overcome. The idea is that, as a character’s story arc is developed, public participants enjoy the story and bring others onboard. Such is the exponential power of sound storytelling.

Always remember that content marketing allows consumers to interact with your brand when and where they’d like. With multiple stories which cling to a central brand promise and a number of social outlets to tap into for involvement, brand fans soon translate into hard ROI for companies to appreciate.

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