Content Marketing Quickie for Week Ending Oct 1

hi it's Mike styles from brand content studios here's the content marketing quickie for the week ending October first vlogger talk what are you bloggers doing and how are you doing it orbit media services did a second annual survey officially making it annual to see how or if blogging is changing how regularly do they post 15% of them post whenever you never know when a post is coming maybe that adds to the excitement jeff cohen writes for oracle the number of bloggers that post weekly if not daily is up over last year how long are most posts five hundred to a thousand words that's where about sixty percent of them are same as last year but there's a rise in blogs of over 1,000 words pull up a chair what meteor they using pictures duh but there's an upward trend of audio and oddly a downward trend in video and blog posts how long do people spend creating a post more are taking one to two hours maybe that's because of those over 1000 word posts they're driving traffic to their posts with again duh social but thanks to Facebook's little we're gonna kill your reach dead in its tracks game more are using other tactics like email and influence or outreach we've learned that video and content marketing works but new research from ascend to shows it would be working a lot better if it weren't for some sticky wicket obstacles that are still holding it back ask marketers what the objectives for video are forty-seven percent will tell you it's brand awareness forty-five percent will say it's engagement forty-three percent think consumer education is a good objective and lead gen comes in at forty-one percent we marketers also think it works for those things eighty-five percent say the moving pictures are either very or somewhat successful as for the remainder who are struggling the things that are getting in the way our lack of an effective strategy cited by forty-eight percent and lack of good compelling content boy we hear that a lot why is there a lack well because there's a real unique professional skill to making it that combined with a lot of brands wanting brilliant content for free or cheap of course you don't get to have good compelling content only eighteen percent surveyed say they see us increase in video content ahead have you been having trouble getting employees to share things on social have you been telling them to promote you online but if they ever say anything wrong they're fired and probably sued let me know how all that goes but a survey by trap it says seventy four point nine percent of employees know there are benefits to the business of them sharing content eat content reports those benefits are identified as brand awareness brand credibility and sales so now the question is what kind of content do you not mind sharing third-party content mixed appropriately with company created content especially if it's cool that's the answer as for how sharing is encouraged internally employees are not impressed 56.5 percent get asked in meetings to do it but only twenty eight point two percent were given the software means to make it easy and encouraged to use it whether that was email collaboration tools or one of those super hyped marketing platforms a lot of us want to use our content to establish real long-lasting relationships with our customers so here are three brands for us to be jealous of because marketing firm em BLM uncovered the three most intimate brands among Millennials they call intimacy a tight relationship between a person and a brand that can help a business grow I call intimacy accidentally using someone else's toothbrush and not really caring the top love masters are Amazon Apple and PlayStation Jeff grub reports Amazon's got a fulfillment chain that goes right along with Millennials lifestyle Apple is well Apple but playstation 4 frankly isn't that different from Microsoft's Xbox one so what gives at launch Xbox one did some things gamers found kind of hostile while Sony proved with their messaging they truly get gamers Xbox corrected their issues but too late Sony proved they love the customer more dear customers trust you do you care please care because a survey from expert icity says that's it that's the thing you need if you want people to believe the info you give them and move them toward buying your stuff here's one of those famous disconnects I love reporting eighty-three percent of you marketers say advertising all kinds of it still rocks after all these years and influencing purchases but just forty seven percent of consumers trust or believe our ads eighty-two percent of you marketers think social is effective only forty-nine percent of the people trust social campaigns so your effective things aren't very trusted but Barry Levine Ponder's and ventureBeat that you must know if you're doing well in sales bumps or not so what's going on people buy from you even though they don't trust what you said the public does trust close personal contacts at seventy two percent online reviews at seventy two percent and third-party experts at sixty one percent imagine what you could sell if you got those going Charles mubaru goo in Kenya jombo Charles did a nice summary and marketing news of five content marketing trends one more targeting and personalization brands are now prioritizing overall customer experience to employees and customers doing content creation Jay Baer says we'll see more ugc and staff involvement three more visual and not just infographics Neil Patel of crazy egg says look for 3d infographics parallax or animated infographics for shorter more respect for users time and five hyperlocal script as Ryan Buckley says the idea is to produce content written by an author who lives in a specific area it's a difficult type of content to pull off because of the riders required but google loves original hyper local content medium was founded in 2012 by F Williams the guy who also started blogger vlogger was bought by google in 2003 so he needed something to do medium just got a series b of 57 million to continue trying to be a super intuitive place for people to write and publish their thoughts and opine to their heart's content and since it's a platform it's got some nice discovery and networking aspects to it over 20,000 people use it every week now that it's available to everyone when it first started writers could get on it by invite only a way to keep the quality especially high but now that us low quality people can use it the valuation has risen to almost 400 million look for the announcement of some new products and partnerships soon the Financial Times has pulled together its brand content and content marketing products into a unit a unit means one if you read the Financial Times you'd know that the unit is called ft squared and they're launching with Zurich Insurance Group and Santander on board so this includes their new paid posts that lets you promote content that's in your brand's voice but is made by writers the Financial Times has or finds global ad sales director dominant good says we've always been in content creation but it's mostly on the sponsorship model but now we're moving to a platform that lets brand speak more directly to our audience their semantic content matching smart match is powered by smart ology and looks through your content puts it in an ad then matches it to the best Financial Times editorial content Ronan shields reports in the drum the Financial Times checked and found seventy-four percent of their readers would be interested or very interested to read a select number of corporate brands content if it was clearly labeled Samsung has a mobile video service called milk wait no it doesn't they're shutting it down in November about a year after it was launched what a bad idea right they knew people would increasingly want to watch short form video content on their mobile devices and it must still be a valid idea with verizon launching go 90 and who lose old boss jason kilar doing vessel but samsung said while we remain committed to providing premium entertainment services we have decided to end support for the samsung milk video app all right that doesn't tell me why they're tossing in the towel they had exclusive content deals with vice and funny or die varieties Genco rutgers says users were told the app may just vanish from their phones with the next update and yes I got through this whole story without making a got milk joke or a don't cry over spilt milk joke are you listening to this on your phone phones now are responsible for sixty-two percent of time spent online according to comscore that's up from 51-percent in 2013 and equals two out of every three digital minutes 9 and 10 mobile minutes are spent on apps and the undisputed kings of mobile ups are oh you already know Facebook and Google they own 8 of the 10 most visited mobile apps among unique visitors so what is it people are doing on those mobile apps well for talking about Millennials and we are all compelled to talk about Millennials it's social video music and communications 26 hours a month on Facebook seven hours on Instagram six hours on snapchat and tumblr and three and a half hours on Twitter if you run ads on mobile you are a brainiac probably because of less ad competition mobile ads show a two to three times greater point lift for aided awareness favorability likelihood to recommend and intent to buy want to talk about desktop all right let's it makes up thirty eight percent of digital time down from forty-nine percent two years ago a big welcome to linkedin's elevate it's an app for mobile and desktop that puts LinkedIn more into the social sharing of good articles game the articles are chosen the same way it's done in LinkedIn's news recommendation products pulse and news Lee word has it there are also some humans involved then you can schedule and share them on LinkedIn and Twitter it's not free how much is it I don't know it'll be more widely available in q3 of this year and we'll know more then so yes it'll keep your social pipeline full but the other maybe cool part is it might activate more employees sharing even though employees will have ten times more connections on LinkedIn as their company only two percent of them share company news mmm there's some potential there LinkedIn's will son says they learned a lot from tests with unilever adobe and quintiles when an employee shared content their company got six job views three company page views and one company page follower jacob nelson is a doctoral student at Northwestern who did his homework so that you can know how people are finding and consuming news content he probably had a few energy drinks then teamed with comscore VP Andrew lips Minh to find out mobile and desktop were pretty even steven until 2014 ah but when 2014 happened the average number of unique visitors to news content started changing mobile started rocketing up and desktops started going after that fork in the Oh desktop dropped thirteen percent while mobile went up fourteen percent engagement on desktop dropped five percent while mobile engagement went up twenty one percent we also learned from soon-to-be dr.

author

Nelson that mobile web drives audience by far maybe because news links on social send them there but it's app users that engage and spend time with the content apps pull a measly six percent of the mobile news audience but they're responsible for forty-five percent of the time the mobile news audience spins engaging that's that the transcript is at brand content studios com.

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