In a room overflowing with content marketers hungry to find out how to turn a blog audience into a monetizable asset, Amanda Todorovich delivered. Todorovich, Content Marketing World’s 2016 Content Marketer of the Year, became Director of Content Marketing at the Cleveland Clinic in 2013, when their blog was only six months old and had [...]Read More »
Monthly Archives: September 2018
Due to my lifelong contempt for math, I’ve been known to struggle with equations – especially complicated ones. Luckily, understanding the “Confluence Equation,” as broken down by TopRank Marketing CEO Lee Odden at Content Marketing World, is quite straightforward. For modern marketers, it’s also absolutely critical. Content + Influence = Confluence Given the setting where [...]
The post Influencer & Content Marketing: Solving the Confluence Equation with Lee Odden appeared first on Online Marketing Blog - TopRank®.Read More »
Do you want more people to read your blog? Have you considered using dynamic Facebook ads to promote your content? In this article, you’ll discover how to set up a product catalog of blog posts you can automatically promote with a Facebook dynamic ads campaign. Why Use Facebook Dynamic Ads for Blog Promotion? You may [...]
The post How to Promote Your Blog Posts With Facebook Dynamic Ads appeared first 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 Facebook Watch Updates, Facebook Creator Studio releasing globally, and IGTV growth. Our special guests include Owen Video [...]Read More »
Last month, rapper Danny Brown made waves by unveiling his latest project on the live-streaming platform Twitch, dubbing it “the first-ever Twitch album.”
It was yet another step toward widespread cultural takeover for this burgeoning content hub, which is rapidly expanding beyond its distinction as strictly a host for video game communities. Twitch’s usage numbers, and creative new applications, demand the attention of marketers everywhere seeking to up the ante for audience engagement.
In her Thursday morning Content Marketing World keynote, Twitch’s Director of Business Development Jane Weedon shared some eye-opening stats and laid out an ambitious go-forward vision for the platform’s active audience participation model.
Twitch by the Numbers
In 2017, Twitch boasted more than 15 million daily visitors, who logged 355 billion total minutes of viewing. Per Alexa, Twitch.tv was the 12th-most visited site in the U.S. last year. These figures signify the platform’s massive popularity, which is only on the rise.
The core audience for Twitch at present is enthusiastic gamers, who both broadcast their own playing sessions (with commentary), and watch others do the same while actively participating via chat.
But the company’s mission statement, as shared by Weedon, hints toward a broader eventual user base:
Be the best home for content creators to build their careers and businesses, and to share their passion with fans worldwide.
While the “content creators” have primarily been gamers up to this point, that group also includes artists, craftspeople, cooks, programmers, animators, and more. And through the Twitch Partners program, these creators have the potential to make real money.
“We inspire people to come on and share their creativity,” explains Weedon. “And they inspire others to start streaming.”
Four Foundations of Audience Engagement
The platform’s content experience is guided by four pillars, which can largely be repurposed for any type of content marketing initiative:
#1 - Live
The streams are mainly broadcast in real-time, giving participants a unique feeling of engagement and involvement that pre-recorded video can’t quite match. While this might not be applicable for certain content types (certainly not written, unless you’re a really fast typer), it does speak to the appeal of live video as a marketing tactic.
[bctt tweet="Authentic and real-time #video can be better than immaculately produced when it comes to engaging an audience. - Jane Weedon, @Twitch #CMWorld" username="toprank"]
#2 - Shared
“You can watch the Super Bowl on TV at home,” Weedon says, “but isn’t it more fun to share your passion with other fans?”
This is essentially the premise that has vaulted Twitch into prominence – it’s like hanging out and gaming with a bunch of buddies, except you’re mirroring that experience digitally with strangers around the globe. Content marketers should ask themselves: How can we adapt his close-knit communal element into our online campaigns and programs?
#3 - Interactive
Interactivity is integral for making the viewers feel like they are truly part of what’s happening. This turns them into immersed participants, and it’s at the heart of Twitch’s model. And as marketers are learning, interactive content can delight audiences.
#4 - Entertaining
Of course, none of the above components matter if the content isn’t entertaining. Twitch has definitely found a sweet spot with its gaming audience, but to take the next step, the platform must start branching out and appealing to different tastes.
Where Twitch is Headed Next
Twitch has begun to widen its scope by experimenting with new types of media and content, starting with areas of adjacent interest for its gamer cohort. These include nostalgic and quirky TV shows like Power Rangers (a marathon showing of the TV show tallied 4.8 million unique viewers) and Bob Ross’s “The Joy of Painting” (5.6 million happy little viewers). These successes serve as a good lesson in knowing your audience and what it enjoys.
“If we can provide them with other content that they like alongside gaming, we can capture more of the time they spend online,” explains Weedon.
Marketing possibilities are almost endless. The NBA is one brand that’s jumped on board with Twitch, broadcasting games from its developmental league with slick features like quarterly polls and fantasy-like scoring conventions. TV shows such as HBO’s Silicon Valley and Netflix’s Stranger Things have held interactive events to build interest for new seasons.
I’ll be very curious to see where Twitch goes from here as a business platform. The possibility of hosting webinars there is intriguing to me. But even beyond such potential utilities, marketers can benefit from simply studying Twitch’s highly effective audience engagement methods and stellar use of customer insights.
[bctt tweet="Beyond potential utility, #marketers can benefit from simply studying @Twitch’s highly effective audience #engagement methods and stellar use of customer insights. - @NickNelson #CMWorld " username="toprank"]
Stay tuned for more #CMWorld coverage and insights on the TopRank Marketing Blog. In addition, follow myself @NickNelsonMN and the some of our on-the-ground team members on Twitter at: @TopRank, @leeodden, @azeckman, and @janebartel.
The post How Twitch is Breaking New Ground In Audience Engagement #CMWorld appeared first on Online Marketing Blog - TopRank®.Read More »
Marketing Multiple Products: How radical thinking about a multi-product offer led to a 70% increase in conversion
An extremely interesting experiment led us to three key principles to observe when marketing multiple products.Read More »
Digital Marketing News: Twitter’s Unfollow Suggestions & Threading Test, Instagram Showing Join Dates, & Google’s Algorithm Update
Many Facebook users don’t understand how the site’s news feed works Results from a new Pew Research Center survey examine how well people know Facebook’s news feed, with U.S. users under 18 having a better grasp than all older demographic groups. Pew Research Center Twitter’s Testing a New Layout for Replies, Focused on Improving [...]Read More »
Want to grow your audience with Instagram Live? Looking for tips on creating Instagram Live videos? To explore how to create and repurpose Instagram Live videos, I interview Todd Bergin. More About This Show The Social Media Marketing podcast is designed to help busy marketers, business owners, and creators discover what works with social media [...]
The post Instagram Live: How to Create and Repurpose Live Content appeared first on Social Media Examiner.Read More »
You’ve seen it for yourself. These days, there are a gazillion different ways to broadcast your thoughts online. Blogging, podcasting, YouTube, Instagram, Snapchat — the options are overwhelming. Are you supposed to do all of them? If not, which ones are most important? What if you are talented in one medium and terrible in another?(...)
The post Why You Shouldn’t Start a Podcast or YouTube Channel (Seriously) appeared first on Smart Blogger.Read More »
Facebook advertising costs range widely and are dependent on many factors, including your industry, location and objectives. With more businesses paying for Facebook ads Read more...
This post Facebook advertising cost: Everything you need to optimize your ROI originally appeared on Sprout Social.Read More »