Posts Tagged ‘Michael Brenner’
Content marketing has become ubiquitous, with 93% of B2B marketers now using it. And it continues to expand: 82% of marketers plan to increase their budgets for content marketing in 2014.
Nevertheless, challenges remain; many marketers struggle to produce engaging content, and though buyers have embraced content generally as a influence on vendor selection, they remain frustrated with content they see as blatantly promotional, too self-serving, and not well informed. In addition, nearly half of marketers say they are unable to measure the value of their content marketing efforts.
Which content marketing tactics are most popular? Which are under-used? How can marketers make their content marketing efforts more effective?
Find these answers and many more in this compilation of 30 compelling content marketing statistics and facts.
How Popular is Content Marketing?
1. 93% of B2B marketers are using content marketing—but only 44% have a documented content strategy. (B2B Marketing Insider)
2. 57% of marketers say content marketing is their top external social priority this year. (Michael Brenner)
3. In another study, 35% of marketing professionals worldwide cited content marketing as their leading focus in 2013, followed by social media (25%) and SEO (15%). (eMarketer)
4. 87% of B2B buyers say content has an impact on vendor selection; more than a quarter (27%) say it has a “major impact.” (Social Media Today)
5. 82% of businesses plan to increase spending on content marketing in the coming year. (Heidi Cohen)
6. B2B firms spend, on average, more than 25% of their marketing budgets on the development, delivery and promotion of content to drive business leads. (DeSantis Breindel)
What’s the ROI of Content Marketing?
7. Content marketing costs 62% less than traditional marketing and generates about 3 times as many leads. (B2B Marketing Insider)
8. When it comes to content marketing, the “80/20 rule” actually understates the case. Only 10-20% of a company’s website content drives 90% of its Web traffic, and only 0.5% of a website’s content drives more than 50% of its traffic. (B2B Marketing Insider)
9. Almost half of U.S. business enterprises said creating “metrics that demonstrate the value of social media” was their top internal social media objective for 2013. (Michael Brenner)
11. The three content marketing tactics that deliver the highest ROI are featured articles (cited by 62% of marketers), video (52%) and white papers (46%). (eMarketer)
What are the Top Challenges in Content Marketing?
12. The three biggest challenges to creating content are lack of time (30%), inability to create enough content (11%), and inability to create engaging content (11%). (Robert Rose)
13. Another study found the three biggest challenges for content marketing to be limited budgets (27%), limited staff (25%), and generating new content (21%). (iMedia Connection)
14. Only a quarter of companies take a holistic approach to social media where efforts are integrated across functional areas, and at only half are top executives engaged and aligned with the company’s social strategy. (Michael Brenner)
How Blogging Used in Content Marketing?
15. 76% of B2B vendors in North America maintain company blogs; 70% of large B2B enterprises, and 77% of small-to-midsize (SMB) firms. (Cox Business)
16. 80% of Australian companies and 86% of UK businesses blog. (Cox Business)
17. How important are headlines? Only 1 out of 5 readers gets beyond your headline. And traffic can vary as much as 500% based on the headline. (Heidi Cohen)
18. What are the most important elements to include in a headline? 36% of readers prefer headlines containing numbers (like this post). 21% of readers prefer headlines that literally talk to them by including the word “you.” And 17% prefer headlines that show them “how to” do something. (Heidi Cohen)
What Other Tactics are Important in Content Marketing?
19. 80% of North American B2B vendors use enewsletters in their marketing, as do 82% of firms in both the UK and Australia. (Cox Business)
20. Globally, about three-quarters of all B2B vendors use case studies in their marketing efforts. The best examples use photos or video along with text.(Cox Business)
21. More than 70% of businesses use video in marketing, though (likely due to cost) video use is more common in enterprises (88%) than SMB forms (76%). (Cox Business)
22. Nearly two-thirds of North American B2B vendors use white papers to generate leads; 79% of enterprises and 62% of SMB firms.(Cox Business)
23. 62% of B2B vendors in North America use webinars and webcasts in marketing, though usage is considerably higher at the enterprise level (79%) than in SMB firms (61%).(Cox Business)
24. The roads less traveled: less than half of North American B2B firms use microsites (40%), mobile content (38%), ebooks (34%), mobile apps (28%), podcasts (26%), print newsletters (22%) or gamification (10%) for marketing.(Cox Business)
25. 57% of B2B marketers use content curation as part of their content marketing strategies. (iMedia Connection)
26. But only 42% say they are able to measure positive results from content curation efforts.(iMedia Connection)
How is Content Produced and Consumed?
27. Corporate social media efforts are led by marketing, PR or advertising functions in 68% of enterprises; another 28% center efforts in a dedicated social media or digital group. (Michael Brenner)
28. 71% of B2B marketers use content primarily to generate leads. (Heidi Cohen)
29. The three biggest complaints B2B buyers have about vendor content are too many requirements for downloading; blatantly promotional, self-serving content; and non-substantive, uninformed content.
(Social Media Today)
30. The most trusted types of content are reports and white papers produced by professional associations (cited by 67% of B2B buyers) and reports or white papers from industry research groups (50%). (DeSantis Breindel)
This was post #2 of Content Marketing Week on Webbiquity.
As the use of social media in marketing has become ubiquitous, marketers have turned their attention to making the use of business social media more sophisticated and strategic. They are refining tactics, integrating social with other marketing channels, taking a hard look at new networks, and continuing to refine their measurements of success.
How can marketers help their organizations move from “social media marketing” to “social business”? Which emerging platforms are essential (or even worth investigating)? What role does social play in a brand’s overall online visibility? How does social media use differ in B2B vs. B2C companies? Between large and small businesses? Which content marketing tactics and formats are gaining or losing favor? How do marketers separate hype from reality in mobile?
Find the answers to these questions and many, many more in this compilation of more than 100 compelling social media, content marketing and SEO stats, facts and observations.
General Social Media Marketing Facts and Statistics
1. 97% of all consumers search for local businesses online. (An amazing statistic, given that nearly 20% of the adult U.S. population still lacks internet access). (Relevanza)
2. 20- to 30-year-olds (Gen Y), act like no other previous generations. 20-something business buyers are roughly twice as likely to seek information or advice from social media as the generation before them (31- to 40-year-olds) and almost four times more likely to than the baby boomers (51- to 60-year-olds). (MediaPost)
3. 68% of Google+ users are male, while 80% of Pinterest users are women. (leaderswest Digital Marketing Journal)
4. Looking at the importance of social media by business function, 80% of business executives said social is “important” or “somewhat important” in marketing and branding; 74% said the same for customer service; 70% for innovation and new product/service development; and 63% for employee recruiting. Less than half view social media as important for supplier/partner engagement. (e-Strategy Trends)
5. Social media isn’t quite as ubiquitous as it sometimes seems. 7% of the American population has never heard of Facebook, and 41% say they haven’t heard of LinkedIn. And these people can vote. Which explains a lot. (iMedia Connection)
6. 72% of adult internet users in the U.S. are now active on at least one social network, up from 67% in 2012 and just 8% in 2005. (MediaPost)
7. As many companies have learned the hard way, unanswered complaints on social networks can go viral, causing real damage to a company’s brand. But the opposite is also true: 71% of consumers receiving a quick brand response on social media say they would likely recommend that brand to others. (Forbes)
8. 65% of respondents of global business executives say their organizations use social business tools to understand market shifts; 45% to improve visibility into operations; and 45% to identify internal talent. (Deloitte University Press)
9. There are, on average, 700 YouTube video links shared on Twitter every minute, and 500 years worth of YouTube videos watched on Facebook every day. (Social Media Today)
10. 60% of LinkedIn users have clicked on an ad on the site, and 43% of U.S. marketers have obtained at least one new customer through LinkedIn. (Social Media Today)
11. 70% of brands now have a presence on Google+, up from just 4% in the last quarter of 2012. (Social Media Today)
12. 69% of brands now have a presence on Pinterest, up from 10% in the fourth quarter of 2012. (Social Media Today)
General Marketing Facts and Statistics
13. Webinars, virtual events and other digital communications channels are driving trade shows and other live events to extinction, right? Wrong. Nearly three-quarters of brand marketers still view live trade shows and conferences as either “very valuable” or “essential to doing business.” Just 9% say their importance is diminishing. (e-Strategy Trends)
14. 93% of online research starts with a search engine, and 68% of consumers check out companies on social networking sites before buying. Visibility is vital, so every brand needs a comprehensive strategy for optimizing their overall web presence. (Brandpoint)
15. To optimize not just online visibility but also trust with buyers, vendors need to focus on their industry presence. Just 9% of B2B decision makers consider vendor content trustworthy vs. 67% who trust research from professional associations, 50% from industry organizations, 44% from analyst reports, and 40% from independent product reviews. (B2B Marketing Insider)
16. The average CTR for banners is 0.01 percent. According to Get Elastic, 31 percent of consumers are worried that they will be tracked if they click them, and 55 percent fear a virus. And yet—there were 5.3 trillion display ads served up last year. (iMedia Connection)
17. Big contradictions on big data: 71% of marketers say they plan to have Big Data solutions in place in the next two years. But 75% of marketers can’t calculate their ROI of their marketing spending and and 50% of them say that IT is not a strategic partner. (ZDNet)
18. Another contradiction: while 86% of companies are comfortable marketing with social tools, only 41% use social tools for communicating with customers. (Forbes)
B2B Social Media Marketing Stats and Facts
19. Nearly half of B2B marketers planned to increase their overall marketing budgets this year despite continuing economic challenges. Two-thirds planned to increase digital marketing spending. (Social Media Today)
20. Another source found that almost half of B2B marketers (the same “almost half”?) anticipate an increased budget for 2014, while just 3% foresee spending reductions. (eMarketer)
21. Just 38% of b2b marketers say they have a defined social media strategy. (Marketing Pilgrim)
22. Twitter is the most popular platform in b2b, with 85% of marketers saying they use this. LinkedIn is a close second at 82%. (Marketing Pilgrim)
23. Nearly three-quarters of b2b marketers say they can’t measure the ROI of social media at, or can measure it only some of the time. The primary measurement of social media success is increased website traffic. (Marketing Pilgrim)
24. Is social media displacing PR? In a recent survey of B2B PR professionals, 94% said they use social media to promote announcements vs. 71% who use press releases. 45% said they would use social media if they could use just one promotional vehicle vs. 24% who said they would issue a press release. (B2B PR Sense Blog)
25. 60% of B2B marketers identify lead generation as their top online marketing challenge. And more than a third (36%) say they can’t accurately attribute online conversions to the correct marketing channels. (eMarketer)
26. Which lead gen tactics work best? B2B marketers put email marketing at the top (with 51% saying this is a highly effective tactic) followed by SEO and content marketing (38% each), offline events like trade shows (31%) and paid search/online ads (29%). Just 11% say social media is highly effective for lead gen, and 1% identify mobile marketing. (eMarketer)
27. In terms of difficulty of execution, nearly half (49%) of B2B marketers put social media marketing at the top, followed by content marketing (39%), SEO (26%) and mobile (25%). (eMarketer)
28. Opportunity being squandered: B2B buyers under 35 years old (a growing group) are 131% more likely to make corporate purchases online than their older counterparts. 90% of B2B buyers age 18-35 now make company purchases online, compared with 45% of those age 45-60 and 29% of those age 60+. Yet nearly half have purchased from Amazon Supply in the past year because their current suppliers aren’t offering an online purchase channel. (BizReport)
29. Another opportunity being squandered: More than 90% of B2B marketers consider webinars/webcasts, e-books, white papers, and published articles to be either “very” or “somewhat” effective in achieving SEO and marketing objectives. Yet less half utilize webcasts and just 20% create e-books. (MarketingSherpa)
30. While B2B B2B buyers age 60+ conduct online research before purchasing less than 10% of the time, younger buyers (age 26-45) do research before purchasing 50% of the time or more. Another reason it’s vital to have a framework for maximizing a brand’s online visibility. (BizReport)
31. More than 80% of B2B decision makers say they visit vendor-independent communities or forums, vendor-sponsored communities or forums, and LinkedIn at least monthly for business purposes. (Marketing Charts)
32. 32% of B2B decision makers use Pinterest at least monthly, but only 2% do so primarily for business reasons. (Marketing Charts)
33. 87% of B2B companies view social media (other than blogs) as a highly successful element of their marketing mix. 83% say the same for articles on websites, 78% eNewsletters, and 77% blogs. (MyCustomer.com)
34. The top four metrics used to measure B2B social media success are web traffic (60%), sales lead quality (51%), social sharing (45%) and sales lead quantity (43%). (MyCustomer.com)
35. Almost 60% of all social media-referred traffic to B2B websites comes from just three networks: Facebook, Twitter and LinkedIn. (It’s All About Revenue)
36. In 2012, less than a third of B2B marketers said their social media activities were either “fully integrated” or “very involved” with company-wide operations. Today that figure is close to half. (eMarketer)
37. The top marketing tactics used by B2B marketers this year were social networks (84%), email marketing (72%), SEO (56%) and press releases (51%). The least popular tactics, each used by less a quarter of marketers, were online ads, seminars and ebooks. (eMarketer)
Statistics About Social Media Use in the Enterprise
38. 77 of the Fortune Global 100 companies have at least one official corporate Twitter account. (leaderswest Digital Marketing Journal)
39. 48% of the Fortune Global 100 are on Google+. (leaderswest Digital Marketing Journal)
40. More than one-third of Fortune 500 companies have active Google+ accounts. However, 19% of the companies with Google+ corporate accounts have not yet activated them. Google+ remains the only major social platform with a significant number of open—but inactive—accounts. (MediaPost)
41. 70% of the Fortune 500 companies have Facebook pages, including nine of the top 10 companies. (MediaPost)
42. The top five social networks used by B2B marketers to distribute content are LinkedIn (83%), Twitter (80%), Facebook (80%), YouTube (61%) and Google+ (39%). (Social Media Today)
43. Another study pegs the top three social networks in use buy Fortune 500 companies are Twitter (77%), Facebook (70%) and YouTube (69%). (leaderswest Digital Marketing Journal)
44. The leaders of these companies lag in their own social media use, however. Of the 500 leaders of the biggest companies in the US, only 28 have a Twitter account, and only 19 of them actually use it. (Quartz)
45. 68% of Fortune 500 CEOs have no social media presence whatsoever. Among the rest, 26% are on LinkedIn, but less than 10% are on Facebook and just 1% – five CEOs – are on Google+. (Quartz)
46. And yet, 90% of global business executives say that social media is important today or will be within a year. (Deloitte University Press)
47. Maybe they just aren’t doing it right? When asked to rank their company’s social business maturity on a scale of 1 to 10, more than half of global business executives gave their company a score of 3 or below. Only 31% gave a rating of 4 to 6. Just 17% ranked their company at 7 or above. (Deloitte University Press)
48. By department, the largest users of social media in enterprises are marketing (with 78% using social media to a moderate to great extent), IT (64%), sales (63%), and customer service (62%). The functions using social media least are operations (46%), supply chain operations (36%), risk management (35%) and finance (28%). (Deloitte University Press)
49. More than 40% of enterprises measure the success of their externally facing social media initiatives based on social reach (e.g., number of fans/followers) or brand reputation enhancement. Just 14% measure it based on sales. 19% don’t measure it at all. (Deloitte University Press)
50. Among the Interbrands Top 100 brands (B2C), nearly all have a presence on Facebook and Twitter. 76% are also on Google+, 74% are on Pinterest, almost a third (31) are on Tumblr. (MediaPost)
51. Why Tumblr? Because “posts tend to have a longer shelf life on Tumblr than Facebook and Twitter through ‘reblogs,’ or reposts of updates. Almost a third of reblogs (29%) took place more than 30 days after the initial post.” (MediaPost)
52. Does that mean B2B marketers should jump on Tumblr to promote their thought leadership content as well? Not necessarily; MTV claimed the second-highest number of reblogs in a recent period. Sprite claimed the most reblogs over that timeframe, with more than 85,000 for a single post with an animated GIF of a game of spin the bottle. (MediaPost)
Small Business Social Media Statistics and Facts
53. 78% of small businesses attract new customers through social media. (Relevanza)
54. This despite the fact that 80% of SMB websites don’t display links to the company’s social networks. (iMedia Connection)
55. The top three challenges faced by SMB B2B marketers are lead quantity (69%), lead quality (60%), increasing brand awareness (56%) and reaching decision makers (52%). It seems like those figures haven’t budged much in 20 years. (MarketingProfs)
56. The three tactics viewed as most effective for generating SMB B2B sales leads are company websites, email newsletters, and tradeshows. LinkedIn and Facebook were also cited as effective by more than half of marketers, coming in just ahead of direct mail. (MarketingProfs)
57. At the other end of the scale, Pinterest, outdoor media and virtual events were cited as the lead effective tactics for SMB B2B lead generation. (MarketingProfs)
58. SMB marketers identify the top three benefits of social media marketing as increased exposure (89%), increased website traffic (75%), and access to marketplace insights (69%). However, less than half said that it either reduced marketing expenses or increased sales. (eMarketer)
59. Small business marketers are most likely to outsource TV/radio advertising (40%) and SEO (35%); they are least likely to outsource email newsletter and social media marketing management (less than 5% each). (Constant Contact)
60. However, those decisions are often budget-driven. Half or more of SMB marketers would prefer to outsource both TV/radio ads and SEO, and nearly 20% would outsource social media marketing if they could. (Constant Contact)
Content Marketing Facts and Stats
61. The content marketing challenges faced by enterprises and small businesses must be very different, right? Well…yes and no. Marketers in companies large and small rank are challenged by producing engaging content, producing enough content, producing a variety of content, and measuring content marketing effectiveness in broadly similar proportions. But surprisingly, they part ways on the challenge of lack of executive buy-in (38% of enterprise marketers vs. 25% of SMB marketers say they are challenged by this), lack of budget (48% enterprise, 38% SMB) and most dramatically, lack of integration across marketing channels (58% enterprise, 23% SMB). (Content Marketing Institute)
62. 92% of marketers believe that content creation is either “very” or “somewhat” effective for SEO. (leaderswest Digital Marketing Journal)
63. More than half of B2B and business-to-government (B2G) marketers focus on white papers and case studies as key components of their content marketing, compared to less than 10% of B2C marketers. However, those on the consumer side focus much more on customer reviews (44% vs. 27% for B2B). (MarketingSherpa)
64. Different types of content address different levels of the purchase funnel. At the top of the funnel, blog posts, news articles, press releases and social media content drive awareness. In the consideration stage, “category level” web page content, “long tail” blogs and news articles, newsletters, FAQs and white papers are most effective. (Brandpoint)
65. On average, 25% of marketing budgets are now spent on content development, delivery and promotion. (B2B Marketing Insider)
66. 87% of buyers say online content has a major or moderate impact on vendor preference and selection; but 43% say “blatantly self-promotional” content is a major turn off. (B2B Marketing Insider)
67. 54% of B2B marketers plan to increase spending on content marketing in 2014. (MyCustomer.com)
68. 77% of B2B marketers use a blog as part of their content marketing mix, and 70% use online video. (Social Media Today)
Business Blogging Statistics and Facts
69. Blogs convert readers into buyers. 42% of consumers look to blogs for information about potential purchases; 52% say blogs have impacted their purchase decisions; and 57% of marketers have acquired new customers with their blogs. (leaderswest Digital Marketing Journal)
70. Despite that, just 34% of Fortune 500 enterprises maintain corporate blogs – up from 28% in 2012. (leaderswest Digital Marketing Journal)
71. Within the Fortune 500, telecommunications (53%) and specialty retailers (48%) are most likely to have blogs. (leaderswest Digital Marketing Journal)
72. 77% of B2B firms maintain blogs. (MyCustomer.com)
73. Or do they? Another source puts the share of B2B marketers using blogs at 39% in 2013, down from 48% in 2012. Hmm, confusing. (eMarketer)
SEO and Search Marketing Stats and Facts
74. 50% of searchers on Bing click the first organic result. Only about 6% click the third result, 3% on the fourth result, and 1% on results near the bottom of page one. (Search Engine Land)
75. However—a lower position isn’t always bad. If the searcher clicks the “back” button because the top result didn’t meet expectations, then he or she is 5-8 times more likely to click on a lower result than on the initial search. That is, the CTR for a result near the bottom of page one can be as high as 8% after a “back” button click. (Search Engine Land)
76. 50% of marketers cite web pages as “very effective” for SEO. Really, only 50%? (leaderswest Digital Marketing Journal)
77. Another study puts the figure above at 95%; that sounds more like it. (MarketingSherpa)
78. 50% of consumers say they are more like to click on a search result if the brand appears multiple times on the results page. This is why web presence optimization is vital! (leaderswest Digital Marketing Journal)
79. Marketers produce a wide variety of content to support SEO, with web pages (79%), social media (74%) and blogs (68%) topping the list. The least-used tactics? Mobile apps (14%), digital magazines (11%) and podcasts (8%). (MarketingSherpa)
80. Search AND social rule. Among marketers who rate their companies’ SEO strategies as “highly effective” in achieving marketing objectives, 38% have extensive integration between their social media and SEO tactics, and only5% have no such integration. Among those who call their SEO “not successful,” just 2% have extensive search and social integration, while 50% have no connection between these activities. (Marketing Charts)
81. Again comparing “superior” to “inferior” SEO strategists, those in the superior group are 67% more likely to say that creating original content is their most effective SEO tactic, and three-and-a-half times more likely to cite changing search engine algorithms as a critical obstacle to achieving their objectives, while being far less likely (6% vs. 58%) to point to the lack of a clear and concise strategy as a main challenge. (Marketing Charts)
82. Organic or paid? No, both! Paid search supports organic SEO efforts: paid-search ads alongside organic listings in position two through five receive two out of every three clicks from the search engine results page (SERP). When organic results are well below the fold in positions six through 10, paid search is responsible for nine out of 10 clicks to the Web site. (MediaPost)
83. Even when organic results fall in the first position, consumers still click on the paid-search ad. When a paid listing appears on a SERP with the top organic listing for the same keyword, the organic result gets 60% of the clicks on average and the paid link 40% of clicks. (MediaPost)
84. Just 23% of marketers generate more than half of all leads through organic search. 22% of companies generate between a quarter and half of all leads via search, and 24% obtain less than one out of every 10 leads via SEO. (MarketingSherpa)
Mobile Marketing Statistics
85. 50% of clicks on mobile banner ads are accidental. (iMedia Connection)
86. Still, mobile video is the fastest growth area in marketing. (iMedia Connection)
87. And 35% of B2B marketers plan to increase their spending on mobile marketing this year. (Social Media Today)
88. Facebook will account for 13% of worldwide mobile ad revenue in 2013. (Social Media Today)
Facebook Statistics and Facts
89. 77% of B2C companies and 43% of B2B vendors have acquired customers from Facebook. (leaderswest Digital Marketing Journal)
90. 81% of B2B decision makers say they visit Facebook at least monthly–but only 2% do so primarily for business purposes, as opposed to 42% who do so primarily for personal purposes. (Marketing Charts)
91. 20% of all internet page views come from Facebook. (iMedia Connection)
92. 95% of all social media-referred traffic to B2C websites is generated from just five social networks: Facebook, Twitter, Reddit, StumbleUpon, and YouTube. 74% comes from Facebook alone. (It’s All About Revenue)
93. On Facebook, brevity matters. Keeping your posts below 250 characters can get you 60% more engagement than you might otherwise see. You can get up to 66% more engagement if you cut it down to less than 80 characters. (Buffer)
Twitter Statistics and Facts
94. 34% of marketers say they have generated leads from Twitter. (leaderswest Digital Marketing Journal)
95. To maximize click-throughs from your tweets, keep them to 100 characters or less and tweet in the afternoon (between 1:00 and 4:00 EST). (leaderswest Digital Marketing Journal)
97. 18% of U.S. adult internet users are now on Twitter, double the percentage from 2010. (MediaPost)
98. Using Twitter for social media? Great idea, but you’d better be listening. 81% of Twitter users expect a same-day response to questions and complaints aimed at brands. (Forbes)
99. There are 400 million tweets sent each day. (Social Media Today)
(And incidentally, the only organizations that have indexed all tweets back to the beginning of the service are Twitter itself, the Library of Congress, and Topsy. And presumably the NSA.)
100. 50% of technology companies have acquired a customer through Twitter. (Social Media Today)
101. While posting the same headline and link, over and over, is obnoxious, strategically repeating a tweet several hours apart–when different groups of your followers are likely online–can substantially increase click-throughs, without being annoying. (Buffer)
102. For tweets with links, 120-130 characters is the ideal range to maximize retweets. (Buffer)
103. Use hashtags—but sparingly. Tweets with one or two hashtags get 21% higher engagement on average, but those with three or more actually get 17% less engagement. (Buffer)
By Cheryl Burgess, originally published on the Blue Focus Marketing Blog
In 2011, I teamed up with Tom Pick (@TomPick) and his Webbiquity blog to unveil the first annual #Nifty50 Awards. Our goal in designing these awards was to honor the top 50 women and top 50 men in social media. In that first year, we cast a wide net, honoring those whom we felt actively engaged as brand ambassadors on Twitter day in day out, exchanging valuable information, and just generally being good, helpful people. Last year, we narrowed our focus to honor the top 50 men and top 50 women engaging on Twitter on behalf of the tech sector.
This year, we wanted to target a specific group once again, and so we agreed to honor the top bloggers, authors, PR specialists, and journalists on Twitter. After reviewing all of your wonderful nominations over the summer, it’s now time to unveil the winners!
Now that Tom and I have compiled our lists, the word that keeps popping into my head is “community.” This isn’t just a list of 50 men who work in isolation; these are people who share strong social bonds with each other, who would be just as happy to celebrate the success of one of their colleagues as they would be for themselves. These thought leaders understand that the greatest product of a good idea is more good ideas, and it’s great to see that their generosity and thought leadership in online communities is being recognized.
I’m happy to say that I have had the privilege of experiencing this generosity firsthand. As we were writing our book The Social Employee: How Great Companies Make Social Media Work – Success Lessons from IBM, AT&T, Dell, Cisco, Southwest Airlines, Adobe, and Domo on building a Social Culture (McGraw-Hill, August 2013) (@SocialEmployee) late last year and early this year, we were honored to receive excellent contributions from people like Vala Afshar (@ValaAfshar), David Armano, (@Armano) David C. Edelman (@DavidEdelman), and Kevin Randall (@kevinbrandall) —just to name a few. These wonderful wordsmiths truly enlivened our own content, and we couldn’t be happier to see them make this list.
So without further ado, here are the 2013 #Nifty50 Men! Feel free to celebrate their achievement by dropping them a line on Twitter, and don’t forget to check out the Webbiquity blog for the 2013 #Nifty50 Women!
Vala Afshar @ValaAfshar
David Armano @armano
Jonathan Becher @jbecher
Sander Biehn @sanderbiehn
Michael Brenner @BrennerMichael
David Brier @davidbrier
Michael Brito @Britopian
Terry Brock @TerryBrock
Mark Burgess @mnburgess
Chris Carragher @cjcarragher
Dan Cristo @dancristo
Dino Dogan @dinodogan
Mike Edelhart @MikeEdelhart
David Edelman @davidedelman
Mark Fidelman @markfidelman
Sam Fiorella @samfiorella
Jez Frampton @jezframpton
Nis Frome @nisfrome
Sean Gardner @2morrowknight
Glen Gilmore @GlenGilmore
Andrew Grill @AndrewGrill
John Hagel @jhagel
Arik Hanson @arikhanson
Kent Huffman @KentHuffman
John L. Kennedy @johnlkennedy
Jure Klepic @jkcallas
Bryan Kramer @bryankramer
Simon Mainwaring @simonmainwaring
Billy Mitchell @billymitchell1
Jacob Morgan @jacobm
Tom Peters @tom_peters
Howard Pyle @howardpyle
Erik Qualman @equalman
Ajay Ramachandran @ajay
Andreas Ramos @Andreas_Ramos
Kevin Randall @KevinBrandall
Ron Ricci @RonRicciCisco
Tony Riches @tonyriches
Alex Romanovich @alexromanovich
Ted Rubin @TedRubin
Neal Schaffer @NealSchaffer
Dan Schawbel @DanSchawbel
Gary Schirr @ProfessorGary
Brian Slattery @BrianSlatts
Andy Smith @kabbenbock
Brian Solis @briansolis
Bill Strawderman @marketingbard
Todd Wilms @toddmwilms
Tony Zambito @TonyZambito
Cheryl Burgess (@ckburgess) CEO and CMO of Blue Focus Marketing, author of The Social Employee – How Great Companies Make Social Media Work, published by McGraw-Hill, in summer 2013. She is a social branding consultant with expertise in social business and social media. She is an expert blogger for AT&T Networking Exchange on social media. Proud to be an invited contributor to the Wharton FOA’s Advertising 2020 Project. Active Member of the Wharton Advertising 2020 Contributor Community.
She was awarded Wharton Future of Advertising’s MVP and praised as a “brilliant strategic thinker in the social media space.” Huffington Post honored her as one of 40 global women “Passionistas” for her “great business expertise and timeless blog posts.” Also, Huffington Post “Top 100 Business, Leadership and Technology Twitter Accounts You Must Follow.”
She was featured in Fast Company and Business Insider. Invited speaker on “Expanding Your Social Influence” at the AT&T Networking Leaders Academy Annual Conference. She is a four-time winner of the Twitter Shorty Award in Marketing [The New York Times hails this as the Oscar of Twitter], named Top 75 Twitter Women, 2012 Top 100 Branding Experts on Twitter, and a 100 Top Marketer on Twitter. Cheryl is a syndicated blogger. She is the co-founder of #Nifty50 Top Twitter Women and #Nifty50 Top Twitter Men. Google+
The use of social media and social networks for marketing has rapidly advanced in the past few years from the “should I do it?” stage to the “how do I do it?” level to the current “how do I measure and optimize social media marketing efforts?” phase.
You’ve seen the statistics on social media marketing: 93% of marketers use social media for business. 90% of Inc. 500 companies use at least one major social media platform. And 92% of small businesses say that social media is an effective marketing technology tool.
Yet most marketers still struggle with how to measure ROI from social media efforts, and with questions like: how we budget for social media programs? What are the best strategies for promoting social content (and which bad ideas should be avoided)? Which social media marketing tools are most useful? And how do we ultimately attract new customers through social media?
Find the answers to those questions and many others here in more than 20 of the best social media marketing guides, strategies, tips and tactics of 2013 thus far.
Social Media Marketing Guides, Strategies and Tactics
15 Strategies To Get More Shares For Your Content by Marketing Land
We’ve all had the experience: you produce a fantastic, thoroughly researched, though-provoking piece of content and…instead of sharing your wonderful piece, your network is busily sharing something just not as good. Argh! Why? Noting that “The secret of getting your content shared by more people isn’t always producing better stuff – sometimes it’s making better connections or just thinking a little differently,” Courtney Seiter shares 15 strategies for getting making your great content “go that extra mile,” such as forming alliances, joining communities and rewarding sharers.
Social Media Priorities – Where Should You Focus? by Social-Hire
Where should you focus your social media time and efforts? While acknowledging that the “audience you want to reach and your own professional goals will influence where your social media priorities for the coming year should lie,” Tony Restell nevertheless offers some concrete recommendations, like spending time on Google+ communities because of “the overlap between Google+ and Google search results.”
Jasmine Sandler suggests marketers take six key considerations into account when budgeting for 2013 (or 2014) social media marketing plans, among them social media content development (“Content takes professionalism in design, writing skills, video production, photography, webcast production, audio development, and more”) and social media management (“Social media management takes listening, research, staying on top of trends and influencers, and ongoing creative thinking. Social media management, even for SMB organizations, takes a full-time salary worth of work. Don’t skimp on this and expect a junior person to take it on and run it”).
The Truth About Social Media by Forbes
Writing that social media is “not about how many tasks you can tick off your to do list but about nurturing your following and making sure they feel valued…about creating community, relationships and loyalty”), Suw Charman-Anderson offers eight thought-provoking if sometimes painful observations, such as “being a writer doesn’t make you special” and “accept that you can’t be everywhere.”
Ellie Mirman advises marketers to ignore these 30 examples of social media “wisdom” that really isn’t, like “social media is the new SEO” (no, it’s a supplementary activity—and a valuable one—but not a replacement), “an intern can manage it all for you” (hmm, sounds like another post on social media marketing myths), and that you should “use a tool that autopublishes your posts to all social networks at once … to save time” (ach, no!).
How Small Businesses Can Use Social Media at Events by MyBeak Social Media
Guest blogger James Barnett offers helpful tips for using Facebook, Twitter, Pinterest and blogging to run PR campaigns at live events, for example, on Twitter: “Use hash tags (#) to stay on topic with trends and create a buzzword around your brand. Re-tweet positive PR and update followers daily during the event. Request a re-tweet and support other exhibitors if they are willing to do the same.”
Writing that, “Successful people believe they are adding value to your day, on and off social media,” TJ McCue details how social media pros use the tools effectively. Among their practices: they are genuine; they focus on quality over quantity; and they “believe in their network and leverage it.” They do not, however, send auto-DMs to all new followers or tweet what they had for lunch.
7 steps to rank your video higher on YouTube by iMedia Connection
Jon Whiting lists seven tips for improving video rank on YouTube. Beyond the obvious (keywords, title, description), he notes that “appearing higher than all the other videos targeted at the same keywords will depend on user engagement. This includes metrics like total number of views, likes, time spent watching, how many shares it gets etc. Try to encourage as many people as possible to view and like your video.” While this post isn’t an exhaustive guide to YouTube SEO, it’s a great start.
Social Media and the Sales Cycle by Marketing Wisdom for the 21st Century
Can social media help shorten b2b sales cycles? Perhaps, but here the insightful and engaging Margie Clayman skewers some of the arguments made on behalf of that premise. Prime example: “the argument that sending a message via LinkedIn thanking people for a meeting also seems to be a straw man argument. You don’t need to use LinkedIn to contact people you met with if you don’t want to. Email can work. Even better, send hand-written thank-you cards. That will really blow them away. It’s not a bad thing to use LinkedIn for post-meeting messages, but it’s not a convincing argument when debating whether social media can shorten the sales cycle.”
Executable Game Plan for Winning Ultimate Customers with Social Media by SocialSteve’s Blog
Steve Goldner lays out a practical action plan for moving “potential customers from interest to promoter step by step,” starting with gaining their attention (e.g., by determining and using they keywords your potential buyers use) and ending with nurturing advocates (when advocates “genuinely like you or your brand and what you deliver…you are now extending to the reach beyond your audience – to your audience’s audience”).
Expert’s Corner: How Manufacturers Are Harnessing Social Media by ThomasNet News
Mike Keating reports on how manufacturers are successfully using social media to increase awareness and sales, including blogs, YouTube, SlideShare, Quora, and most importantly, LinkedIn: “LinkedIn is the preferred social networking venue for B2B and B2G. You can reach out and connect with your clients (government or industry), define and demonstrate an area of expertise, develop a thought leadership position, and tie all your social networking back to your company website. Companies (including manufacturers) with an active social networking presence are growing much faster than those without one.”
Jim Dougherty highlights an infographic which illustrates that which is the “best” social network for your marketing efforts depends upon several factors such as your goals (Google+ and YouTube are great for SEO, Facebook and Twitter for driving traffic, LinkedIn and Pinterest for brand exposure), target audience demographics, and the skills at your disposal.
31 Actionable Social Media Marketing Tips Based On Research by Heidi Cohen
The prolific and insightful Heidi Cohen here culls more than 30 tips from Social Media Examiner’s 2013 Social Media Marketing Industry Report, among them guest blogging, providing perks to brand advocates on social media, and answering “customer questions…Make a list of your customers’ top questions and respond to each one.”
Reporting that “while B2B social media spending increased 9.6% last year, the majority of B2B companies failed to integrate social media into their business practices,” the brilliant Wendy Marx offers guidance for how B2B vendors can improve the productivity of their online social activities, such as by carefully structuring a social media team, training employees, and establishing accountability.
Social Media Strategy: The Answer to the Top 5 Social Media Marketer Questions by Maximize Social Business
Neal Schaffer answers five common questions about social media marketing, including questions about the best social media management tools (see below), how to measure the ROI of social media marketing (see further below) and how to create a social media marketing strategy.
Writing that “People have an attention span of eight seconds, so it’s incumbent upon writers to make their content as accessible as possible,” Jim Dougherty (again) here presents an infographic that “offers some very pragmatic and practical tips” such as including images on Facebook posts, mentioning influencers in tweets to drive engagement, and tagging brands and people with the @ sign on Google+.
Social Media Tools and Reviews
50 Top Tools for Social Media Monitoring, Analytics, and Management by Pamorama
***** 5 STARS
Frequent best-of honoree Pam Dyer provides brief reviews of a wide range of free and fee-based social media tools, from Buffer (“An app that manages multiple Twitter, Facebook, and LinkedIn accounts, with the ability to set a tweeting or updating schedule unique to each. Includes detailed analytics for all your posts”) to UberVU (“Keeps track of all the major social media platforms in real time and delivers opportunities for audience engagement”).
SlideShare Is The Biggest Opportunity In B2B Content Marketing by B2B Marketing Insider
Writing that “With more than 50 Million visitors per month and more than 100 million pageviews, SlideShare is one of the top websites in the world and should be a key focus of any B2B content marketing program. According to Comscore, SlideShare is used by business owners and business executives at a rate 5 times any other social network,” Michael Brenner explains how to create an effective SlideShare deck and links to some noteworthy examples.
Ian Anderson Gray reviews 10 vital social tools for managing and monitoring social media, including Feedly (one of the most popular alternatives to the now-defunct Google Reader), ManageFlitter (Twitter management), and Commun.it, which Ian calls a “social media relationship management tool.”
How To Calculate Social Media ROI
Social Media ROI: 14 Formulas to Measure Social Media Benefits by Search Engine Watch
***** 5 STARS
In what is possibly the best post ever about how to calculate the ROI of social media activities, Angie Schottmuller provides not just one or two but more than a dozen different formulas for tracking different types of return on investment, broken down into categories such as advertising value, content value, support value, and lead and sales value.
Social Media ROI: It’s Possible With These 7 Metrics by Kruse Control
Reporting that a MarketingChart study “reveals there’s a mismatch between marketing budget and effectiveness in key areas. Two are mass media and customer support, which are being overspent on versus their return on investment. Alternatively, email and social are being underspent on while they have a more effective ROI,” Kathi Kruse outlines a simple set of metrics for evaluating social media effectiveness, from “Engagement: number of likes, comments and shares” to value of sales closed.
Content marketing represents the most fundamental and widespread rethinking of marketing practices in decades. Unlike other modifiers attached to the discipline (consumer marketing, b2b marketing, trade show marketing, digital marketing), the term “content marketing” doesn’t describe an audience, tactic, or channel, but rather a completely different approach to marketing.
Content marketing turns the dominant paradigm of the last half-century—interruption-based mass marketing—on its head. Rather than interrupting prospective customers with content they generally didn’t want (product pitches) while they were consuming content they did (entertainment or news), content marketing entices targeted buyers with entertaining (consumer) or informative (b2b) content that also happens to reflect the company’s brand messages or product/service strengths.
Disruptive as it is, this philosophical shift has spread widely and quickly: according to recent research, “86 percent of companies serving consumers and 92 percent of ‘business to business’ companies now use content marketing.”
Since content marketing itself is no longer a differentiator, practitioners are asking questions like: how can I efficiently create a steady stream of fresh, relevant content? What types of content are most valuable to my sales prospects? How can content be optimized to support search engine optimization (SEO) efforts? What metrics are most helpful in measuring success and support continual improvement?
Discover the answers to these questions and many more here in more than 30 of the best content marketing articles and blog posts of the past year.
Content Marketing Guides, Tips and Tactics
5 Ways to Clone Great Social Media Content by SteamFeed
Helpfully pointing out that “You likely already have strong content on hand (either on-line somewhere or even stuck in a file cabinet in your office.) Instead of developing new stuff from scratch, riff on/reuse this stockpile of awesomesauce and use it more strategically,” Jennifer Kane proposes a handful of techniques to get more mileage out of existing content, such as “Drill down or spiral off on your content themes…if a piece of your preexisting content has resonated with your audience, consider using it as source material for a more in-depth examination of the topic or to jump off on a sub-topic tangent that will enable you to expand the perception your audience has of your brand.”
Digital Natives: How They Are Changing the Content Marketing Game by Content Marketing Institute
Patricia Redsicker presents six strategies content marketers need to embrace in order to address the information needs and wants of digital natives–those born “between the mid-1970s and the late 1990s, (who) have grown up during our current golden age of digital technology. Now in their mid-teens to mid-thirties, people in this generation came of age knowing how to interact with technology and are comfortable using it to their advantage.” Among her recommendations are focusing on content that builds trust, that efficiently answers simple questions quickly, and that makes content consumers feel valued.
Corporate Content Marketing for Best in Class Results by Creative Marketing Channel
Noting that “Best in class companies utilize content marketing for brand awareness, customer acquisition, lead generation, and customer retention” and that most companies plan to increase budgets in this area, Catherine Lockey answers six key questions about content marketing, such as “How do best in class companies create all of their great content?” The answer to that one is outsourcing; roughly half of all small companies and three-quarters of large firms outsource at least a portion of their content creation efforts.
Seeking Marketing Alpha by Propel Growth Blog
Though the panel discussion this post was written to promote is long past, the thoughts about content marketing shared here by Candyce Edelen are still well worth a read. “The Internet and email make it easier and cheaper to make noise, resulting in a virtual cacophony of marketing claims barraging customers every day – with everyone claiming to be ‘the leading, number-one, unique, value-added, trusted provider’ of ‘robust, innovative, cutting-edge, high-performance, ultra low-latency technology….’ Yawn. How can every vendor be the ‘leading provider’ anyway?”
Content Marketing in 6 Steps by Social Media Today
Steven Van Belleghem lays out “the 6 crucial steps to take in order to end up with a good content strategy,” starting with topic selection (determining what’s at the intersection of your company’s unique internal expertise and the information needs/wants of your market) and proceeding through measuring marketing performance (based on the content marketing objectives you’ve established).
Long Live Content Marketing by Rebelations
Rebel Brown offers practical guidance on how to avoid self-promotion and salesy content that “will send your audiences running” and instead focus on providing value: “For example, let’s say your audience is challenged by performance problems with their applications. Don’t send them a piece of content all about your faster processor, database, system or whatever. That’s obnoxious and pretty blatant self-promotion! Instead, share a piece of content about the key aspects of their infrastructure that they might want to check for problems. Share your expertise to guide them through the process to better understand their issues.”
5 CEO-Worthy Metrics for Demonstrating Inbound Marketing Success by Marketo B2B Marketing Blog
Jon Miller outlines five key inbound marketing metrics to measure and continually improve content marketing success, such as lead generation by content and channel: “Beyond core organic traffic and leads, track lead generation by content asset and source. What sources are driving the most traffic? What kinds of content drive the most leads? The most revenue? It can also be insightful to track how these vary by product line or business unit.”
Noting that two of the biggest challenges content marketers face are “producing sufficient content” and “having enough budget to cover the cost of content,” Heidi Cohen has compiled almost two dozen recommendations for developing content cost-effectively, from repurposing speeches delivered by company executives and soliciting employee contributions to reworking content from your distributors and suppliers.
What Tech Buyers Want From Content by Marketing Interactions
Ardath Albee reveals three key attributes that technology buyers value in marketing content, including freshness: “58% (of technology buyers in a UBM TechWeb survey) said they wanted content that was timely and current (while) only 11% said they’d consider content more than 18 moths old.” If you’ve got older content that is still relevant to buyers, refresh it to keep it current with the state of your industry.
Don’t Forget the ‘Marketing’ in Content Marketing by The Content Cocktail
Christina Pappas shares a seven-step checklist for making sure that your content contributes to company goals, without being too pushy or salesy, among them “Make sure there is an offer or connection to your product in every piece of content…every piece of content you publish should have some tie-back to your company and the solutions you provide to the market. This doesn’t have to be obvious and it doesn’t have to be smothered all over the thing, but it should be there somewhere,” such as links to white papers or other related assets at the end of a blog post or report.
Exploring the Five Cs of Content Marketing at Cisco by IT Services Marketing Association
Sherri Liebo identifies the “5 Cs” that Cisco Services looks at to better listen to customers when creating and sharing marketing content, including Customers (“What are customers looking for?”), Competition (“What is the competition doing? How does Cisco Services compare?”) and Collaborators (“What is happening with our channel and strategic partners?”).
Research: B2B Buyers Want Content by Social Marketing Forum
J-P De Clerck summarizes findings from Base One’s Buyersphere Survey regarding the content needs of business buyers. While the study focused on Europe, its findings are more broadly applicable, such as that “87% of…buyers look for advice before buying…The first source when doing so: Web searches. With 71% of respondents who look for information, searches are by far the main source of information.” Among other findings:
- • Business buyers are most active in sharing content on forums, LinkedIn and blogs;
- • Younger members of the buying team are most likely to read white papers and blogs, and attend webinars; and
- • Buyers “who are working in IT were more likely to have downloaded whitepapers (36%) or read blogs (28%)” than those in other industries.
J-P has also launched a blog, Content Marketing Experience, focused exclusively on content marketing issues and guidance. His post Five Reasons No One Shares Your Content is spot on and well worth a read.
Content Marketing: 3 tips for how to get started by MarketingSherpa
Daniel Burstein dispels three myths than hold content marketers back or prevent them from getting the support they need within the organization, such as “‘We don’t want to give away our secrets.’
If you can’t give potential customers enough information about how you do what you do (whether that is fixing plumbing leaks or improving marketing performance), then why should they trust you with their business?” And McDonald’s “secret sauce” is (shhhh)…Thousand Island dressing.
4 secrets to successful content marketing by iMedia Connection
Writing that “the digital world allows us to measure just about anything, including three factors that help marketers gauge the success of their content: click-through rates, time spent on content, and shares via social media,” Jacqueline McDermott Lisk outlines strategies for producing high-quality content that will both improve these statistics and drive business results.
Because not all “leads” are ready to turn immediately into buyers, Shelley Pringle outlines a four-step process for converting those leads into customers over time. The process starts with understanding your prospects’ buying cycle and creating content for the top, middle and bottom of the sales funnel.
Marty Weintraub presents “11 timeless content creation examples that have always worked,” among them demystifying myths (“Nearly every sales process is up against some level of customers’ misconceptions and other informational obstacles. Put yourself in the customer’s shoes and address these sales impediments head on”), covering industry events in real time, excerpting white papers (a great content idea), and interviewing industry experts.
Content Marketing and SEO
10 Reasons Why You Need an Optimized Content Strategy Now by iMedia Connection
Krista LaRiviere, CEO of web presence optimization software vendor gShift Labs, explains how recent Google algorithm changes (including more emphasis on social signals, the clampdown on low-value backlinks, the Google +1 button, and freshness updates) now make optimized, user-focused content more important than ever for search rankings.
How to create search friendly content by Bing Blogs
This post explains how to create optimized content more efficiently by creating a template or repeatable process for content development, and presents seven tips for discovering tinely topics to write about, incorporating keywords, using hooks to capture readers’ attention, and more.
Noting that “From an SEO viewpoint, the interest in great content is to attract links, where as a lot of what Google is looking to eliminate are examples of where content is used to build links”—particularly in the wake of its Panda and Penguin updates—Kieran Flanagan steps through an approach that puts business objectives first, with links and shares tracked but not viewed as the primary goal.
Infographics, Images and Video
5 Content Marketing Ideas Worth Stealing by jeffbullas.com
Jeff Bullas recommends five content marketing techniques for obtaining and retaining the attention of your prospective buyers by going beyond text: “Sometimes you need some inspiration and you need to try some new ideas and different media that may provide a nudge to try something different and creative outside your comfort zone…Images and photos are much more likely to be shared than an article or a white paper. Videos or infographics will be shared at high velocity compared the the humble ‘written word’ that have been with us for millenia.”
Infographics can be great for generating re-posts and inbound linke—if done properly. Slavik Volinsky explains what works (e.g., start with a great idea and great distribution plan: “To create a great distribution plan, approach your industry’s ‘big minds’ and ask for their feedback with full intention of listening & improving the infographic”) and what doesn’t.
The History of Content Marketing [Infographic] – Corporate Storytelling is Not New by Content Marketing Institute
Content marketing guru Joe Pulizzi presents a fascinating history of content marketing, from cave paintings and 19th-century “customer magazines” through the emergence of corporate blogs, business video, microsites, and the proliferation of content marketing sites, books and resources.
Content Marketing and SEO: The world doesn’t need another blog post by MarketingSherpa
Advising marketers to “focus on the message, not the medium” Daniel Burstein (again) offers half a dozen suggestions for taking content beyond blog posts and white papers, like creating a mobile app or a useful online tool “Like the ESPinator from ClickMail Marketing, which helps email marketers choose an ESP that helps them best fit their needs.”
The future of content marketing by iMedia Connection
Rebecca Lieb reports on research showing that larger, more sophisticated content marketers are gradually “lessening their dependence on text-based channels” and focusing more on video and images. Interestingly, she also notes that “Search, email, blogging, digital PR, and even (brace yourself) advertising have, and will continue to have a place at the table as content marketing grows in importance,” or in other words, that web presence optimization will get more attention.
7 Rules For Writing Awesome Content by Small Business Trends
Lisa Barone presents seven writing rules to help in crafting content that will inspire customers to act, including telling stories (“If you want to improve your writing, stop lecturing to people and to start telling them stories”); experimenting (“Improve your writing by experimenting with new mediums [videos, infographics, contests, polls, Twitter chats] instead of getting caught in the same pattern of content”); and to avoid generic messages, “write as if you’re writing to one reader.”
Is Content Marketing The New Advertising? by Forbes
***** 5 STARS
Michael Brenner shares a highly bookmark-worthy infographic that positions 16 different content formats along the dimensions of attention required from the audience and ease of implementation. For example, social media generally requires little attention from the audience (being very short form), and also little effort, while something like an app, telecast or interactive game is at the other end of the spectrum on both dimensions.
How You Can Use Infographics to Tell a Story by Social Media Club
Mireille Massue offers six steps for creating a compelling infographic (such as making it sharable by submitting it to Infographic Directories); nine resources to learn more about infographics; and (of course), an infographic outlining eight steps to create an infographic.
The 6 Best Slideshare Decks on Content Marketing by B2B Marketing Insider
Michel Brenner (again) passes along half a dozen noteworthy slide decks about content marketing, from experts like Rand Fishkin, Joe Pulizzi, and Rebecca Lieb and Charlene Li, whose Winning Content Strategies presentation notes that “77% of Internet users do not engage with online advertising. A shift from ‘push’ to ‘pull’ marketing is imperative to brand survival.”
Expert Copywriting Tips
Harvard Lesson: Verbs Beat Adjectives by Neuromarketing
Roger Dooley, commenting on one of the toughest sales jobs of all—”selling” yourself to Harvard Business School, where nine out of 10 applicants are rejected—concludes that verbs sell more powerfully than adjectives. Verbs persuade more effectively because they “require actual examples of the behaviors or characteristics in question…These specifics will increase the credibility of the copy, in addition to providing more information than when the adjective-driven shortcut is taken.”
Using Great Storytelling To Grow Your Business by Fast Company
Former McKinsey consultant Kaihan Krippendorff outlines two approaches for producing more compelling content (or presentations): using LOTS (“language of the senses…When telling a story, share with us what you see, smell, feel, taste, and hear. When you trigger a sense in someone, you bring them into the story with you”) and building on your story spine–a structured approach to use in opening a presentation or throughout a longer document.
25-point Web copy checklist: How to write for Google by Success Works
***** 5 STARS
Heather Lloyd-Martin provides a remarkable checklist for creating content that will appeal to human readers and search engines alike, from starting with a customer persona and keyword/topic research to crafting a compelling title and meta description to effectively “sell the click” to searchers.
Copywriting: How to improve headlines on landing pages and blog posts by MarketingSherpa
Adam T. Sutton, noting that “people are busy. You need to write a headline that convinces them to ignore distractions and pay attention,” outlines four attributes of value to consider when crafting headlines along with five tips for writing attention-grabbing headlines, such as front-loading (start with the most valuable phrase, e.g. “Get Paid to Take Online Surveys” is a much better headline than “We Can Help You Get Paid to Take Online Surveys”).
Write the Best Titles for Content Marketing: A 10-Point Checklist by Content Marketing Institute
Roger C. Parker recommends 10 questions to ask when writing headlines, such as “Does your title clearly promise a desired benefit?,” “Did you emphasize your intended readers in your title?” (for example, “C. J. Hayden’s ‘Get Clients Now: A 28-day Marketing Program for Professionals, Coaches, & Consultants’ targets readers by occupation”), and “Does your title include the keywords readers use searching for information online?.”