You know video is persuasive, which is why you added it to your landing page to begin with. But are visitors watching all (or just part of) your content? Today Joe Martinez walks us through using Google Tag Manager to track YouTube video embeds for free.Read More »
Monthly Archives: April 2018
Adding content to a process that leads to revenue for a company seems like a bad idea — particularly when that process is already five steps long. But that wasn't the case for iReach.
The post Adding Content Before Subscription Checkout Increases Product Revenue 38% appeared first on MarketingExperiments.Read More »
Want to make sure you serve Facebook and Instagram ads when your followers are online? Have you considered dayparting your ad campaigns? In this article, you’ll discover how to use dayparting to schedule Facebook and Instagram ads to pause and run on specific days and times. What Is Dayparting? Dayparting is the practice of scheduling [...]
This post How to Use Facebook Ad Dayparting to Optimize Your Results first appeared on Social Media Examiner.Read More »
It’s probably not news to you that 91% of B2B brands use content marketing to attract, engage, nurture, and convert their audience. However, it might be surprising to learn that only 9% of those brands rate their content marketing as “sophisticated.” Sophisticated meaning that their content marketing is successful, scales across the organization, and provides accurate measurement to the business. This puts a lot of pressure on content marketers to elevate their game and provide more worthwhile and valuable content experiences.
As an adept Dungeon Master (DM) of Dungeons & Dragons (D&D) games, TopRank Marketing’s Motion Graphic Designer, Patrick Pineda, can relate.
It might sound a little odd at first, but Dungeon Masters and content marketers are more alike than you think. Responsible for creating meaningful and memorable experiences through content that takes people on a journey, you can see the similarities arise. Just like content marketers need to help guide people through the buyer journey, the Dungeon Master needs to guide players through a journey of their own.
After serving his friends as the go-to Dungeon Master, Patrick has learned a thing or two from creating lengthy campaigns—some successful, some not—that are both engaging and challenging. Discover Patrick’s lessons from the dungeon and how you can apply them to your content marketing campaigns and programs down below.
What Is a Dungeon Master?
For the unfamiliar, a Dungeon Master is the organizer for the wildly popular, 40-year-old tabletop role-playing game, “Dungeons & Dragons.” Not only do DMs organize the game, but they are also responsible for the game rules, details, and challenges. According to Patrick, the player experience hinges on a DM’s ability to create meaningful content that’s fun to explore.
One thing Dungeon Masters are not responsible for, however, are the players’ actions.
Like the self-directed buyers of today, D&D players are able to choose their own paths. As a result, DMs are challenged to make sure players finish the game. And just like your audience won’t read every piece of content you put in front of them, the same happens in a D&D game. Certain story elements DMs put together will never see the light of day because every player has a different play style, completes tasks in different orders, and takes different actions.
“The best Dungeon Master doesn’t just create a good story, but they also help players reach their goals,” Patrick claims.
Does any of this sound familiar? It certainly resonated for me.
5 Content Marketing Lessons From the Dungeon
Having created D&D campaigns that ruled and bombed, here are Patricks top five tips for developing content that resonate with your audience.
#1 - Your audience values originality.
If Patrick creates a campaign that plays to common tropes like a damsel in distress or small town disappearances, the story becomes predictable. But worse than that, the players feel condescended to as the game starts to feel dumbed down.
“Cliches and stereotypes will make players groan. It’s important when creating a campaign that I shake it up and play against common conventions,” Patrick says.
When examining your content and the story you’re trying to tell, it’s just as important to stay original and play with your audience’s expectations. For example, listicles with social media tips are a dime a dozen. Your audience might be more interested if you flip the idea on its head with social media mistakes. In changing it up, you’re giving your audience something new that they haven’t read before, capturing their interest.
[bctt tweet="When examining your content & the story you’re trying to tell, it’s just as important to stay original & play with your audience’s expectations. - @aleuman4 #ContentMarketing" username="toprank"]
#2 - Appeal to curiosity.
When it comes to creating an adventure for players to navigate, the DM has a seemingly impossible job. They need to create a unique and compelling world that is able to hold players’ attention—something not easily done. In fact, campaigns have taken Patrick days to put together. But that doesn’t come without its drawbacks.
“I’ve spent hours upon hours creating content for a campaign. But 80% of what I create may never see any playtime. It’s ultimately the players’ choice as to what tasks they want to complete and what quests they want to go on,” Patrick points out.
While the D&D world needs to have a unique and compelling narrative, it also needs to appeal to a player’s curiosity to ensure they keep playing the game and play the parts of the game that you want them to.
How does this apply to content marketing? Well, as you know, just because you’re producing content, doesn’t mean that your audience will find it. To find the answers they’re looking for, they might scour the internet, social media, and trusted experts for more information. Having an integrated content strategy that has multiple touch points throughout the buyer journey and an omni-channel approach, helps ensure you’re reaching your target audience whenever and wherever they may be searching.
Weaving SEO, social media, and influencer marketing into your content marketing strategy helps improve the reach and engagement of the content you’re producing. Through SEO, your organic rankings and click-through-rates will start to rise, improving your organic traffic. Social media messages that are well written and value-based help attract larger audiences from their social feeds. And, finally, tapping into industry influencers exposes your content to a wider network of like-minded individuals, as well as adding authority and credibility.
#3 - Avoid corraling your audience.
Nobody likes to be told what to do, including D&D players. While the DM writes the game and serves as a referee, they cannot influence a player’s actions. And if a DM attempts to, they could quickly lose a player’s interest.
“As a DM, it can be tempting to intervene and make sure that your players are playing the game the way you intended. But this is the one thing you cannot do.” Patrick emphasizes.
This is true in content marketing, too, as making calls to action (CTAs) with zero context can be a turn-off for your audience. If you insert a CTA before your audience can learn what’s in it for them, whether it’s downloading an eBook, listening to a podcast, or subscribing to your blog, they’re less likely to do it. In fact, QuickSprout found that placing a CTA above the fold on a page decreased their conversion rate by 17% and attributed it to their audience not fully understanding why they should complete the action.
Instead, make sure that your CTAs have plenty of context and explain what the audience will gain by filling out your form, reading another blog post, etc. This helps ensure that your content satisfies your audience’s quest for knowledge.
#4 - Customize content for your audience, not the other way around.
As we mentioned previously, the players are in charge of their actions and how they choose to play the game, making it impossible for DMs to have control over the game experience. This makes it important for DMs to know their audience ahead of time, so they can include important sought-after details into different game components.
“I’ll ask players before we start what they hope to get out of the game, whether it’s take down an enemy or just to have fun. Knowing this ahead of time, I can tailor the game to what each player wants to have happen,” Patrick says.
For content marketers, this lesson should hit close to home. You need to know your audience well in advance in order to deliver personalized content. If you create content and worry about your audience later, chances are you aren’t engaging the right people.
After taking a look at your own audience’s characteristics and interests in Google Analytics, create unique personas for each of your audience members. This allows you to create content that is tailored for each person you hope to attract and engage. For example, if one of your target personas is a Director of Business Development, creating custom content that addresses a unique pain points like identifying new business opportunities or tips from the experts on how to strengthen their existing client relationships.
[bctt tweet="If you create content and worry about your audience later, chances are you aren’t engaging the right people. - @aleuman4 #ContentMarketing" username="toprank"]
#5 - Chart your course.
There is a lot going on in a D&D game. And for the DM, that number is amplified as you have to remember every detail about your players, what’s been completed, and what could come next.
“To make sure I’m on top of the game and can portray characters well, I chart the game’s relationships instead of story elements. If I focus on the story, it could quickly become useless as players might do things out of order or in a non-linear fashion. By focusing on the relationships and where they fit in the narrative, the game becomes more fluid and flexible for the players and I can keep track of their journey,” Patrick says.
Tracking the journey isn’t the only thing Patrick notes, however. He also documents player strengths, weaknesses, and stats as the game progresses.
“I keep a character sheet that details each player’s play style. For example, if a player is investing their skill points in intelligence, I can tailor future encounters in the game to focus on problem-solving instead of combat. The opposite is true for a player who invests in raw strength,” Patrick notes.
Through detailed charts, maps, and grids, Patrick is able to make sure that his players have a personalized, seamless experience for every campaign they play, regardless of how they play it.
By taking the same approach with your content marketing, you can identify opportunities for customization and develop a strategy for weaving your content into the buyer’s journey. For example, by knowing which pieces of content attract a larger audience or drive more conversions, you can use that information to inform your content development and map your content to different stages of the funnel (see below).
To collect this data on your content and audience, review your Google Analytics behavior and conversion dashboards to find our which pieces of content excel at attracting, engaging, or converting your audience. Metrics like page views and entrances are good indicators for attraction, whereas time on page or number of pages per session can help you understand engagement. And, finally, the number of conversions through conversion tracking is the best way to find your top converting content. Armed with this knowledge you can create content plans that are tailored for your audience’s unique buyer journey.
Your Audience Is the Hero
A good Dungeon Master enables players to become the hero of the story through a personalized game with a compelling, original narrative. As a content marketer, it’s your responsibility to create content that transforms your audience into heroes as well, helping them solve seemingly impossible problems with your expert, best-answer advice.
Through an integrated content strategy with originality, personalization, and “best answer” content that’s mapped to the buyer journey, you can become the perfect Content Master for your audience.
For more ideas on how to become a masterful content marketer, check out these 25 content marketing tips, including how to tackle writer’s block, repurpose content, utilize storytelling, and more.
The post What Content Marketers Can Learn From an Adept Dungeon Master appeared first on Online Marketing Blog - TopRank®.Read More »
Want to create more professional-looking Instagram stories? Wondering how to easily add design elements or music to your stories? In this article, you’ll discover six easy-to-use design tools that will make your Instagram stories more interesting. #1: Customize Stories Templates With Easil Price: Basic plan is free; paid plans start at $7.50/month Easil is a [...]
This post 6 Instagram Stories Design Tools for Marketers first appeared on Social Media Examiner.Read More »
Want to build more engagement in your Facebook group? Have you heard of a Facebook watch party? Now your group can watch and comment on videos together. In this article, you’ll discover how to run a Facebook watch party inside your Facebook group. What Is a Facebook Watch Party? Facebook Watch Party is a new [...]
This post How to Host a Facebook Watch Party in Your Facebook Group first appeared on Social Media Examiner.Read More »
Let’s be real for a second–if you’re spending even a penny on advertising, you should be considering Facebook. Why? Nearly everyone is there. New Read more...
This post Complete List of Facebook Ad Sizes & Specs for 2018 originally appeared on Sprout Social.Read More »
Whether you’re a new Marketing leader at a company in need of establishing wins quickly or part of a growing organization with ambitious revenue goals, the challenges within marketing today are greater than ever. To help make sense out of these challenges, I’ve listed 6 of the top obstacles to brands achieving effectiveness out of [...]
The post 6 Top Marketing Challenges Solved by Influencer Content appeared first on Online Marketing Blog - TopRank®.Read More »
Wish you could easily reshare someone else’s Instagram post? Have you heard of Instagram’s Add Post to Your Story feature? In this article, you’ll discover how to add any public post to your Instagram story and how this feature can benefit your business. Find Out if You Have the Instagram Reshare Feature The Instagram reshare [...]
This post How to Reshare an Instagram Post to Your Instagram Stories first appeared on Social Media Examiner.Read More »
Welcome to this week’s edition of the Social Media Marketing Talk Show, a news show for marketers who want to stay on the leading edge of social media. On this week’s Social Media Marketing Talk Show, we explore the new LinkedIn profile layout with Viveka Von Rosen, Instagram rolling out Focus portrait mode with Jenn [...]
This post Instagram Rolls Out Focus Portrait Mode first appeared on Social Media Examiner.Read More »