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6 Steps for Making Delicious Meals Out of Your Content Marketing Leftovers

How to Repurpose Content Marketing Leftovers

How to Repurpose Content Marketing Leftovers

What’s the best part about Thanksgiving?

Sorry, that was rhetorical. Clearly, there’s only one correct answer and that is: Devouring reimagined leftovers for days to come.

Hot turkey sandwiches smothered in gravy. Fried stuffing bites drizzled with cranberry sauce. Turkey a la king. Turkey noodle soup. Turkey pot pie. Turkey … everything.

Do I need to go on?

via GIPHY

For content marketers, every day can be Thanksgiving.

You have no shortage of content ingredients on-hand—from tasty influencer tidbits to assets overflowing with insight and flavor. And with a dash of new content, a cup of creative planning, and a large dollop of strategy, you can repurpose “content leftovers” into deliciously satisfying meals for your audiences, all while reducing production time and boosting efficiency, and without sacrificing taste.

Step-By-Step Cooking Instructions for Delectable Content Marketing Leftovers

#1 - Take a peek in your existing content pantry for inspiration.

From white papers and eBooks to blog posts and original or third-party research, if there’s one thing that every content marketer has in spades, it’s a fully stocked content pantry. But like any pantry, as more items get added, many delicious essentials get pushed to the back and start collecting dust.

So, throw open your content cupboard and dig into your full stock of assets for inspiration. Dive into the data to draw insight into which content items are being devoured whole, which are being picked at, and which have gone stale. All of that content—fresh or seemingly expired—has the potential to be carved into something new and fresh.

[bctt tweet="All content—fresh or seemingly expired—has the potential to be carved into something new and fresh. - @CaitlinMBurgess #ContentMarketing #ContentRepurposing" username="toprank"]

Get the recipe for Repurposed Content Cobbler.

#2 - Review your guest list.

The yum-factor of any delicious leftover dish is in the “eye of the beholder”: the taste buds of your dinner guests. And that means that any good host needs to thoughtfully consider who they’re cooking for to avoid leaving a bad taste—or prevent an allergic reaction.

via GIPHY

For marketers, the success of your content hinges on your ability to create something that resonates with your audience. When a piece of content connects with a customer or buyer, it makes them feel like you get it, that you understand their point of view or struggle, that you hold the answers to their questions—and that you may be worth dining with on a regular basis.

So, before slicing and dicing or investing in new ingredients, make sure you understand who you’re inviting to dinner and what they’re hungry for.

[bctt tweet="Before slicing and dicing or investing in new ingredients, make sure you understand who you’re inviting to dinner and what they’re hungry for. - @CaitlinMBurgess #ContentMarketing #ContentRepurposing" username="toprank"]

#3 - Plan your menu.

Once you’ve consulted your content pantry and finalized your guest list, it’s time to create your strategic menu. Whether you’re planning a social hour featuring light appetizers or a fancy, sit-down feast, map and document your strategy, namely your content mix (e.g. blogs, eBooks, static or interactive content, influencer content) and amplification plans (e.g. social and third-party channels; organic or paid promotion).

One tasty menu item to consider is influencer content. Whether you have a collection of influencer insights in your pantry or you’ll need to shop around, influencers can add sweet and savory flavor to bolster your story and strategy, and help with amplification.

As Ursula Ringham, SAP’s Head of Global Influencer Marketing, told me in an interview not long ago: “In marketing, story is everything. But in order to tell a compelling story, you have to be immersed. Bring empathy and understanding, bring purpose, and bring insight—the latter of which influencers can certainly help with.” 

As always, determine how you’ll track and measure performance. This will help you understand if your leftovers were love at first-bite, or could use a little extra seasoning to punch the flavor up. Also, if you’re making something from scratch—like a brand new campaign—think critically about how all of your ingredients will lend themselves to repurposing, as well as how the content you already have can add some nice flavoring.

[bctt tweet="Bring empathy and understanding, bring purpose, and bring insight—the latter of which influencers can certainly help with. - @ursularingham #InfluencerMarketing #ContentMarketing" username="toprank"]

#4 – Pick up missing ingredients.

The key to effectively repurposing your content marketing leftovers is adding something new to make it unique. You don’t want to simply rearrange content on the dinner plate.

One of the best ingredients you can add to your content dish is personalization, according to our own CEO, Lee Odden.

“While creative repurposing of content gives marketers many more assets for SEO, social promotions, websites, blogs, email, and advertising, it is treating repurposing as a form of personalization that can yield some of the greatest benefits," he says. "After all, are you repurposing content for your benefit as a marketer to hit your KPIs or are you trying to provide content that’s meaningful to buyers seeking answers to help them make decisions? That simple shift in perspective can make all the difference—for your content marketing performance and for prospects.”

In addition, content curation can be a tangy new ingredient. Content curation is all about finding and sharing the best of the best content that’s out there. As Lee also says: “Pure creation is demanding. Pure automation doesn’t engage. Curating content can provide the best of both.”

For example, each week TopRank Marketing curates interesting news tidbits from around the industry to help our readers stay on top of the latest news, trends, and best practices.

TopRank Marketing Digital Marketing News Roundup

But to add a little personalization and spice, the talented Tiffani Allen and Josh Nite record a video segment featuring some of the top news items of the week.

[bctt tweet="Treating #ContentRepurposing as a form of #personalization that can yield some of the greatest benefits. - @leeodden #ContentMarketing" username="toprank"]

#5 – Slice, dice, and spice your leftovers.

You know who you’re inviting to dinner. You’ve scoured your pantry, made your menu, and assembled your missing ingredients. Now it’s time to slice, dice, spice, and cook up your leftover dishes. It’s time to create.

The beauty here is that you’ve been able to streamline your cookline. But whipping up all the deliciousness doesn’t need to fall on one chef. Get multiple cooks in the kitchen to ensure your content is cooked evenly and with the necessary flair to delight your guests.

Certainly, you’ll be leveraging your internal subject matter experts and writers to get work done. But, of course, you can always invite a guest chef—like hiring a digital marketing agency partner—into the content creation kitchen to get some extra support or cater the entire meal.

In addition, don’t be afraid to experiment with your ingredients. Use the resources and knowledge you have, as well as your creative spirit, to do something totally different, even if it’s a little risky.

As the incomparable Ann Handley has said: “The best content creators take risks. They experiment. And they sometimes fail.”

[bctt tweet="The best content creators take risks. They experiment. And they sometimes fail. - @annhandley, @MarketingProfs #ContentCreation" username="toprank"]

#6 – Reheat and feast.

Your dishes are prepared, and now it’s time to heat and serve to your audience. But now is not the time to hit publish, schedule a few social messages, and move onto the next recipe. In order to whet your audience’s appetite, consistent, well-timed, ongoing promotion is critical.

Ideally, your amplification plan was baked into your meal planning process. As Content Marketing Institute’s (CMI) Vice President of Marketing, Cathy McPhillips, says: “Marketers spend time creating epic content, so why not spend that same amount of time coming up with a plan for distribution and promotion?”

But once the content rolls out, you may need to add extra salt and pepper to taste.

via GIPHY

Send an email to your list. Optimize for organic search. Syndicate your content to industry associations. Leverage paid social or paid search promotion. There are dozens of amplification tactics that can broaden your reach and results.

[bctt tweet="Marketers spend time creating epic content, so why not spend that same amount of time coming up with a plan for distribution and promotion? - @cmcphillips #ContentMarketing #ContentPromotion" username="toprank"]

Read: 50 Content Promotion Tactics to Help Your Great Content Get Amazing Exposure

Get to the Content Repurposing Kitchen

You’re under constant pressure to create timely, quality, relevant content for your audience. But that content doesn’t have to be net-new to effectively inform, engage, and inspire audience action.

Your content pantry already has many of the ingredients you need to whip up a fancy feast that will satisfy your audience’s appetite for answers and delight their taste buds in a way that’ll have them asking for seconds.

Get started by taking inventory of your existing content assets and their performance. From there, make sure your audiences are clearly defined, so you can map refreshed content to them during the menu planning stage. Then, determine how you’ll season your dish with new insights and spins to take you into the content creation phase. Finally, once your dish has been constructed, leverage multiple amplification tactics on an ongoing basis to ensure you’re giving as many people as possible the opportunity for a taste test.

Now, who’s hungry?

via GIPHY

When done right, content repurposing is a useful marketing hack. But it most certainly shouldn’t be looked at as a shortcut. Get insight on five content marketing shortcuts you should avoid at all costs.

The post 6 Steps for Making Delicious Meals Out of Your Content Marketing Leftovers appeared first on Online Marketing Blog - TopRank®.

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3 Social Media Tools to Jumpstart Your Influencer Marketing

Are you interested in working with influential social media personalities? Not sure where to start? In this article, you’ll find three tools to help you manage influencer relationships and campaigns. #1: Partner With Legitimate Influencers Using HYPR One of the biggest risk factors in influencer marketing is fraud, where fake influencers buy followers in order to […]

The post 3 Social Media Tools to Jumpstart Your Influencer Marketing appeared first on Social Media Examiner.

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Green Marketing: The psychological impact of an eco-conscious marketing campaign

Almost every industry has seen a shift toward green technology. While this is certainly a positive step for the earth, it can rightly be questioned whether the marketing that touts this particular aspect of the business is really effective.

The post Green Marketing: The psychological impact of an eco-conscious marketing campaign appeared first on MarketingExperiments.

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Tapping Key Takeaways from Recent Research on Fortune 500 Social Media Usage

The State of Social Media Marketing for Fortune 500 Companies

The State of Social Media Marketing for Fortune 500 Companies

Blogs are booming. Instagram interest is on the rise. Facebook is forever fashionable. And LinkedIn continues to lead the pack.

These all reflect trends found among Fortune 500 companies on social media, according to recent research from the University of Massachusetts Dartmouth's Center for Marketing Research.

We scoured UMass Dartmouth's research in search of key takeaways and surprising tidbits that would intrigue and inspire B2B and B2C brands large and small. Here’s what you need to know about how the world’s largest corporations are tackling social media, plus some helpful resources to help give your social media marketing efforts a boost.

More Than Half of F500 Companies Now Have a Blog

It’s kind of amusing to see blogging grouped into this study as a social media tactic. But hey, the research comes from an academic institution, not a marketing entity, and they started conducting it 10 years ago when the lines were more blurred. In any case, there’s still plenty of integration and overlap between blogging and social media (i.e., long-form posts on LinkedIn) so the medium is definitely fair game here.

From 2017 to 2018, Dartmouth’s data finds one of the biggest year-to-year spikes in blog usage since they started tracking in 2008. The percentage of corporate blogs on company websites among Fortune 500 companies is up to 53%, rising 11 points from a year ago.

Blog Adoption by Fortune 500 Companies

If that number still seems low to you (it does to me), keep in mind the folks compiling this report aimed to include only blogs that: a) are public-facing, and b) include content that goes beyond “newsroom” type posts such as product announcements, press releases, and philanthropic involvement.

The chart above offers a compelling visualization of the firm traction that content marketing is now seeing in the high-level business world, after failing to truly take off for several years. There’s little reason to think we won’t see this proliferation power ahead at a frantic pace.

Of particular interest, to me, is the rapid decline in number of blogs that allow comments:

Fortune 500 Companies That Allow Blog Comments

This is emblematic of a real conundrum: the internet can be a nasty place. On large and well-trafficked blogs, moderating comments can prove to a be prohibitively time-consuming task. But dialogue is crucial, and preventing readers from being able to respond on corporate blogs really deters the openness and transparency brands should be striving to project.

There’s no easy solution to this dilemma, but one way to inject the voice of your audience in a controlled yet still authentic way is via strategic user-generated content. UGC not only helps you spotlight your customers and their stories, but can also help build rapport and a sense of community, all at a relatively low cost.

In general, we believe blogging is an essential digital marketing tactic for almost any business, large or small. For more insights on driving more targeted traffic to your own corporate blog, check out these recent posts:

Twitter and Facebook are Table Stakes for Top Dogs

Dartmouth reports that 455 of the 2018 F500 companies have active Twitter accounts (91%) and 445 (89%) have Facebook pages. On each, the top 10 companies are all accounted for. Commercial banks and specialty retailers are the only industry verticals with 100% representation across both channels.

It's inexpensive to create a brand page on Facebook or Twitter, and keeping them updated requires only modest time investment, so it’s hardly surprising to see these high levels of penetration among heavy-hitters.

The great challenge, now and going forward, will be finding ways to stand out and break through on these platforms. On our blog, we make a point of keeping readers up-to-date on changing social algorithms and how marketers can gain visibility on feeds. The posts below can offer some guidance on this front:

Enterprise Instagram Adoption is Exploding

In 2013, 9% of Fortune 500 companies had an Instagram account. In 2018, that figure is up to 63%. As you can see below, the visually oriented platform has seen enormous year-to-year growth in the past half-decade:

Fortune 500 Instagram Usage

It isn’t hard to see why the corporate world is being drawn to Instagram like millennials to a group selfie – everyone’s there. Back in early 2013 the app had 100 million users; here in 2018 it just surpassed 1 billion.

With that astonishing number in mind, it feels like malpractice for any brand not to have some Instagram presence. But how can you really connect with audiences there? What are B2B brands and big companies doing successfully on this leisure-driven platform? Here are some posts that can help you see the big picture, with examples and actionable tips:

Fortune 500 Companies Are All-In on LinkedIn

While Facebook and Twitter are creeping upward, and Instagram is experiencing rapid growth, LinkedIn remains the leader in terms of F500 penetration. The Dartmouth report shows 489 of the companies (98%) with a presence on the platform, same as last year and up slightly from 97% in 2016.

Given its business-oriented context, and its audience of more than 500 million professionals, LinkedIn is clearly a no-brainer for any major company. I’m actually shocked that 100% of Fortune 500 brands aren’t linked up.  

Check out these articles for tips on tightening up your LinkedIn game:

Social Media is Big Business

Across all channels and platforms, the world’s most powerful corporations are increasingly recognizing social media marketing as a necessity rather than a nice-to-have — a trend we expect will continue into 2019.

UMass Dartmouth’s research finds that an overwhelming majority of 2018 F500 companies are present on LinkedIn, Twitter, and Facebook; meanwhile, visually-driven networks like Instagram and YouTube are picking up steam fast in alignment with evolving user preferences.

If you want to get the full scoop on Fortune 500 social media usage, check out the full report. And if you’re hankering for more analysis of social media marketing trends in 2018, we’ve got you covered:

The post Tapping Key Takeaways from Recent Research on Fortune 500 Social Media Usage appeared first on Online Marketing Blog - TopRank®.

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How to Find and Report Stolen Pins on Pinterest

Do you add pinnable images to your blog posts? Are others using your images to drive traffic to their own content? In this article, you’ll learn how to identify and report copyright infringement for your pins on Pinterest. What Are Stolen Pinterest Pins? Have you ever discovered one of your pins in your Pinterest feed, […]

The post How to Find and Report Stolen Pins on Pinterest appeared first on Social Media Examiner.

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Learning Changes Lives: Top Insights from #MPB2B & 5 Tips for Rocking Marketing Events

The post Learning Changes Lives: Top Insights from #MPB2B & 5 Tips for Rocking Marketing Events appeared first on Online Marketing Blog - TopRank®.

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How Collaborating with Influencers Can Help You Save the Day and Change the World of Marketing

The post How Collaborating with Influencers Can Help You Save the Day and Change the World of Marketing appeared first on Online Marketing Blog - TopRank®.

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How to Add Facebook Live Chat to Your Website

Do your website visitors ask questions about your products and services? Looking for a way to answer those questions in real time? In this article, you’ll discover how to use Facebook Messenger with a free plugin from Zotabox to have live conversations with your website visitors. Why Use Facebook Messenger to Embed Live Chat With […]

The post How to Add Facebook Live Chat to Your Website appeared first on Social Media Examiner.

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Twitter’s Edit Button: Pros, Cons, and What It Means for Marketers

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 Twitter adding an Edit Button and LinkedIn redesigning business pages. Our special guests include Madalyn Sklar and […]

The post Twitter’s Edit Button: Pros, Cons, and What It Means for Marketers appeared first on Social Media Examiner.

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How Dell, SAP and Dun & Bradstreet Collaborate with Influencers to Scale Successful B2B Content #MPB2B

The post How Dell, SAP and Dun & Bradstreet Collaborate with Influencers to Scale Successful B2B Content #MPB2B appeared first on Online Marketing Blog - TopRank®.

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