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Monthly Archives: April 2020

How to Run Instagram Ads on a Small Budget: 4 Tips

Do you have a limited ad budget? Wondering how to use your ad spend more wisely on Instagram? In this article, you’ll discover four ways to make your Instagram ad spend go further. #1: Repurpose Organic Posts for Top-of-Funnel Instagram Ads Quite simply, if you do a good job with your Instagram organic content and […]

The post How to Run Instagram Ads on a Small Budget: 4 Tips appeared first on Social Media Marketing | Social Media Examiner.

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The 20 Best B2B Landing Page Examples of 2020

To address these challenging times, we're publishing articles based on what new customers have been asking us. Today, we're highlighting 20 examples of great B2B campaigns and what they do that makes them so successful.

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15 government communications leaders getting crisis response right during COVID-19

Almost overnight, public information officers and digital media directors in government agencies across the country had to switch gears into what’s looking like a Read more...

This post 15 government communications leaders getting crisis response right during COVID-19 originally appeared on Sprout Social.

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Where’s the Marketing in Content Marketing? 10 Essential Promotion Tactics That Drive Results

content promotion tactics

content promotion tactics

My marketing journey was born out of SEO roots, where the priority of content promotion has always been high in order to create the kind of accountable marketing performance that matters. In contrast, I see a lot of brands putting the majority or all of their investment towards content creation without qualitative or quantitative effort towards the promotion of that content.

An imbalance of content creation and promotion is not only frustrating potential marketing performance, but it's wasting the investment made in creating great content. What good is that great content if no one sees it?

Below are 10 content promotion tactics that have stood the test of time and go beyond email blasts, social ads and simple social sharing on brand channels. When promotion is included in the content planning and creation process, it becomes part of a content marketing system that drives the kind of relevant, useful and engaging content customers are looking for.

1. Make Content Worth Sharing - While this seems obvious, in practice, many marketers are creating content to satisfy an editorial plan assignment like X content assets about topic Y per month vs. tapping data sources that can reveal what will actually resonate. Those data sources can be front line staff like Customer Service or Sales as well as social, web analytics and industry news. Insights about frequently asked questions, trending topics and provocative ideas can go a long ways towards creating content people actually want to consume and share with others.

2. Master the Headline - Without question we live in a fast moving world of short attention spans, Many people will only skim headlines so it is essential to make the most out of content titles. Email marketers already know this with subject lines and content marketings publishing blogs, ebooks, articles, microsites, campaign assets and social content should ensure headlines are relevant, succinct, imply urgency, are meaningful and show action.  There's a world of difference between "10 Essential Promotion Tactics" and "10 Essential Promotion Tactics That Drive Results".

3. Optimize for Share - For those that do click through to view content, make sure what they find is easily shareable. Blogs do this with social share icons and easy to share click to tweet messages. Reports, ebooks and any other digital content can be formatted for easy sharing as well.

4. Co-Create to Activate Influencers - What better way to reach relevant audiences that are ignoring ads than through relevant industry experts? Collaborating on brand content with the right influencers can inspire creative promotion to audiences that trust individuals more than brands. With more people turning to online sources of information, influencers can add credibility and reach to digital brand content.

5. Repurpose for Exposure on New Channels - Modular content uses templates to make republishing parts of your content on different channels or in different formats much easier and effective. Doing so deconstructs more robust content to specific elements that can be published for exposure. For example, we've been experimenting with having blog posts converted to infographics and then posting them to industry websites.

6. Create Distribution Channels - Email subscribers, social network connections, groups, and communities are all opportunities to attract and engage an audience around your shared interests. Each becomes a distribution channel for your content where you can share useful information and also do the kind of community content crowdsourcing that inspires active sharing.

7. Optimize for Attraction - There is no substitute for being the best answer for your customers at the moment they need the information and solutions your brand offers. Search Engine Optimization is not always a robust part of the content marketing process beyond keyword research informing content topics. An ongoing effort to optimize new content and optimize existing content for better performance on search engines can provide highly productive exposure at the very moment of need.

8. Publicize - Whether you contribute editorial to various publications opportunistically or secure recurring contributions to one publication, earned media can be a great way to connect your content with audiences that are interested. PR and media relations come in many forms ranging from someone actively pitching for interviews or story ideas about your brand to creating newsworthy experiences and content that is most likely to be covered by industry publications.

9. Syndicate - Something as simple as cross posting blog posts to author LinkedIn profiles, to a Medium account or to industry association websites can help your brand's content reach new audiences. Just be sure to link back to the source to help Google understand which to rank.

10. Create Conversations - Whether on LinkedIn or Facebook, video livestreaming is a great way to tap an existing social audience and instigate conversation around topics connected to your content. Recorded video is another option to create conversations and cross publish as Josh Nite and Tiffanie Allen have done for several years with our news posts and video on YouTube.

It should go without saying that content should be promoted, but after so many years of observing what brands are doing with content marketing, the imbalance between creation and promotion continues, especially when you consider stats like blog posts get an average of 8 social shares (BuzzSumo).

The key is to make content promotion a priority by including it in the planning process, setting content promotion goals and identifying the corresponding KPIs and by getting help with creating and implementing balanced content creation and promotion that actually works.

Outside of online advertising, what content promotion tactics have you found to be most effective?

 

 

 

The post Where’s the Marketing in Content Marketing? 10 Essential Promotion Tactics That Drive Results appeared first on Online Marketing Blog - TopRank®.

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How to Test Facebook Ads With Facebook Experiments

Looking for better ways to improve your Facebook ad performance? Have you used Facebook’s Experiments? In this article, you’ll learn how to use the Facebook Experiments tool to run three different types of tests on your Facebook ads. What Is the Facebook Experiments Tool? Facebook Experiments is a new feature in Business Manager that allows […]

The post How to Test Facebook Ads With Facebook Experiments appeared first on Social Media Marketing | Social Media Examiner.

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YouTube Live Analytics and New Local Business Facebook Tools

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 YouTube Analytics for live streams and other updates to YouTube Studio, and new Facebook tools to support […]

The post YouTube Live Analytics and New Local Business Facebook Tools appeared first on Social Media Marketing | Social Media Examiner.

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Digital Marketing News: Micro-Influencers See Rising Engagement, Marketers Turn to SEO During Crisis, YouTube Launches Shorts, & 4 New Pandemic Marketing Reports

2020 April 10 MarketingCharts Chart

2020 April 10 MarketingCharts Chart

SEO will be a primary focus for marketers during the downturn, says survey
Search Engine Optimization (SEO) is poised to see increased budget spending during the pandemic, according to recently-released survey results, also showing that organic and paid search were the two top performing channels among multiple industries during 2019. Marketing Land

ANA: Most Brands Have Adjusted Their Creative Since COVID-19 Named A Pandemic
92 percent of marketers have made changes to their campaigns since the pandemic began, with 46 percent having reported substantial changes and 42 percent having indicated that they've made more moderate changes, according to newly-released survey data from the Association of National Advertisers (ANA). MediaPost

People Are Spending 20% More Time in Apps During the COVID-19 Lockdowns [Report]
Consumers have been spending some 20 percent more time using mobile apps since the onset of the global health crisis, with teleconferencing app Zoom the most-used business app among iOS users, accompanied by record levels of in-app spending — at $23.4 billion globally for the first quarter of 2020 — according to new report data. Social Media Today

Gartner: 65% of CMOs are preparing for budget cuts
Due to the pandemic, budget cuts are expected by some 65 percent of chief marketing officers (CMOs), according to new survey data from Gartner, also showing that two percent of marketing executives expect business operations to cease altogether. Marketing Dive

Why Focus on Micro-Influencers for Better Marketing in 2020 [ANA]
Micro-influencers with between 10,000 and 50,000 social media followers see conversion rates that are more than 22 times greater than typical users, and are also seen by 92 percent of consumers as being more trustworthy than traditional or celebrity influencers, according to recently-released ANA report data of interest to digital marketers. ANA

Facebook Adds New Video Features, Including 'Series' and Updates to Bulk Uploader
Facebook has rolled out a slew of new video-related additions, including certain new Facebook Watch promotion features formerly only available to company partners that have now been opened to all Page admins. Social Media Today

2020 April 10 Statistics Image

YouTube is working on a TikTok competitor called 'Shorts'
Google-owned YouTube has been testing a new mobile in-app short-form video feature called YouTube Shorts, aimed at leading greater numbers of both users and marketers to begin experimenting with TikTok-style content on YouTube. Mashable

When to Post on Instagram to Maximize Engagement (2020 Data) [Infographic]
Digital marketers looking for the latest data on maximizing Instagram engagement have new study results to consult, with Tailwind's recently-released data gathered from more than 1.8 million posts on the platform. The professional services industry sees the most comments on Monday and the most likes on weekends, according to the report. Social Media Today

Data Hub: Coronavirus and Marketing [Updated]
Some 24 percent of advertisers are keeping paid search spending levels steady or even increasing their budgets for, according to newly-released research data on how the pandemic is affecting marketers. MarketingCharts

B2B Buyers Rely on Vendor Websites for Content
70 percent of B2B marketing professionals at firms with at least $50 million in annual revenue said that they source content for marketing technology purchases directly through vendor websites, according to new report data of interest to digital marketers. The report also found that 67 percent source content through Internet search and 53 percent via social media, and only 41 percent through email. MarketingCharts

ON THE LIGHTER SIDE:

2020 April 10 Marketoonist Comic

A lighthearted look at marketing is more than communication by Marketoonist Tom Fishburne — Marketoonist

Employee Proves Diligence By Arriving To Video Conference Call Extra Hour Early Every Morning — The Onion

TOPRANK MARKETING & CLIENTS IN THE NEWS:

  • Lee Odden — Is Content Driving the Online Market? — ReadWrite (client)
  • Lee Odden — In marketing we trust: How to build influence in the C-Suite and on the street — B2B Marketing
  • Lee Odden — 15 Inspirational Marketing Quotes — Ric Bender

Do you have your own top B2B content marketing or digital advertising stories from the past week? Please let us know in the comments below.

Thank you for joining us, and please return again next Friday for a new selection of the most relevant B2B and digital marketing industry news. In the meantime, you can follow us at @toprank on Twitter for even more timely daily news. Also, don't miss the full video summary on our TopRank Marketing TV YouTube Channel.

The post Digital Marketing News: Micro-Influencers See Rising Engagement, Marketers Turn to SEO During Crisis, YouTube Launches Shorts, & 4 New Pandemic Marketing Reports appeared first on Online Marketing Blog - TopRank®.

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Growing a Following: Tips From Michael Stelzner

Do you want to be recognized as a leader in your industry? Wondering how to build an audience that expands your reach and influence? To explore the topic of growing a following, John Lee Dumas joins me for a special episode of the Social Media Marketing Podcast. John is the host of Entrepreneurs on Fire, […]

The post Growing a Following: Tips From Michael Stelzner appeared first on Social Media Marketing | Social Media Examiner.

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Social Spotlight: Adjusting and adapting during a global pandemic

Welcome to the Social Spotlight, where we dive deep into what we love about a brand’s approach to a specific social campaign. From strategy Read more...

This post Social Spotlight: Adjusting and adapting during a global pandemic originally appeared on Sprout Social.

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The Hidden Opportunity Within the COVID-19 Crisis: Three ways to transform your work and your life

Many people are hurting today. That cannot be understated. However, even COVID-19 has a silver lining. Deeply painful experiences can also be deeply transformational.

The post The Hidden Opportunity Within the COVID-19 Crisis: Three ways to transform your work and your life appeared first on MarketingExperiments.

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