Brafton: Survey: Social marketing drives sales, experts enhance success

Brafton News Content Marketing

Survey: Social marketing drives sales, experts enhance success Aug 31st 2012, 19:00 Marketers dedicating more resources to social media marketing this year should be pleased to learn that new data suggests they'll be seeing returns on their social investments. According to WebMarketing123's State of Digital Marketing report, B2C and B2B companies are winning leads and sales across social networks. The study found that Facebook is the overall leader, generating leads for 67 percent of B2C companies and 39 percent of B2B brands. Moreover, it contributes to sales for 39 pecent of B2C companies and 19 percent of B2C companies.Perhaps surprisingly, Facebook trailed LinkedIn by only a small margin with respect to B2B results. The network for professionals came out on top in the business-to-business social marketing space, producing leads for 44 percent and sales for 23 percent. It did not perform as well in the B2C space, but still outranked Google+ and Pinterest in both consumer-facing and business-facing sectors. While many companies have reported that Google+ marketing can drive SEO success, not many are making money from the network itself. Only 7 percent of B2B respondents said Google's social network drives leads, and just 15 percent of B2C marketers win leads from G+. Moreover, only 3 percent and 7 percent of B2B and B2C marketers, respectively, say Google+ generates sales for their brands. Pinterest results were even lower. Meanwhile Twitter marketing is showing its worth for 30 percent of B2Bs and 43 percent of B2C companies that win leads on the microblogging site.  Fourteen percent of B2B companies and 19 percent of B2C companies also report making sales from Twitter traffic. No matter the networks driving results for an individual brand, the survey found that outsourcing campaigns to social marketing experts improves success. The likelihood that respondents reported they were "highly satisfied" with their social marketing metrics more than doubled among companies that have agencies running their campaigns for them compared to those that manage social in house. Outsourcing social is becoming a common practice, as one in five B2B brands work with agencies and nearly one-third of B2C companies (31 percent) outsource campaigns. Satisfaction with outsourced social marketing results may have something to do with the fact that qualified agencies provide analytics and reporting, while in-house teams seem to struggle with defining and reporting on social metrics - especially in the B2B realm. WebMarketing 123 reported that 20 percent of B2C respondents don't know if they're generating leads through their social efforts, and 40 percent can't say whether they can attribute sales to social marketing. Developing advanced social metrics and reporting practices is a necessity for many brands this year. As Brafton has previously reported, a study from  PulsePoint found 28 percent of companies don't measure social marketing. Perhaps worse, 27 percent rely on faulty metrics, namely "intuition." Media files: many-executives-see-social-media-marketing-as-a-key-to-future-success_3333_800556323_0_0_14017982_300.jpg (image/jpeg, 0 MB)

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Brafton: Bing search alert: Company tests different numbers of results on SERPs

Brafton News Content Marketing

Bing search alert: Company tests different numbers of results on SERPs Aug 31st 2012, 17:29 Search is a constantly dynamic space, and more evidence of this can be found on the new results pages for the No.2 engine in the market, Bing. Marketers at Webmasterworld picked up on changing numbers of results present on Bing SERPs for various queries. In some cases, marketers reported as few as eight results on page one, while others found more than 10 organic result links.  While the shift won't necessarily change the order of results, marketers should consider the increasing value of winning top result spots through content-driven SEO to ensure they remain on page one - regardless of the number of answers provided. The shift from Bing comes shortly after reports that Google is reducing the number of results on page one for as many as 17 percent of queries. SEOmoz first noted the Google SERP change, and it seems that brand searches with site links and image searches (both of which give more real estate to what could be deemed single "top 10" results) have a strong correlation with queries that produce seven links. For Bing, on the other hand, there is no detectable pattern yet regarding which queries produce deviations from the standard 10 results. Barry Schwartz of Search Engine Land quotes a Bing spokesperson as saying, "We experimented with the number of answers for several months last year ... In cases where there are answers (like a photo or video or news answer), we may provide a few more links to ensure there is [the] right number of algo in addition to the answer blocks."  Brafton has long reported that Bing officials say they are trying to move away from ten blue links, and that's clearly taking effect. Here's a search for "waterproof mascara" that produced more results than Brafton was wable to capture in a single screen grab, including more than 10 organic results, image results and a lot of ads and "related search" suggestions: Media files: blackbubble_bing.jpg (image/jpeg, 0 MB)

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Brafton: Lead generation, brand awareness top B2B web marketing goals

Brafton News Content Marketing

Lead generation, brand awareness top B2B web marketing goals Aug 31st 2012, 13:55 A report from WebMarketing123 found that 54 percent of B2B marketers consider lead generation the No. 1 digital marketing goal. Brand awareness came in at No. 2, cited by 28 percent. Developing a stronger presence on the web and building reputation among prospects has become more important for these companies in the last year, with more businesses actively marketing on the web. According to the study, twice as many respondents named building awareness as a goal in this year's poll compared to last year. Internet marketing priorities are shifting, as just 10 percent of respondents said they consider increased sales their top goal. While any business investing in the web marketing wants to improve sales, developing lead generation methods and top-of-funnel campaigns will likely lead to more opportunities for conversions. Additionally, six percent named website traffic the leading goal of internet marketing campaigns. B2B marketers' responses represent a greater focus on building the conversion funnel, with emphasis on lead generation, brand perception and website traffic demonstrating the desire to influence shoppers. It seems SEO is deemed a top way to achieve presence and authority, as 84 percent of B2B respondents have search optimization campaigns in place. Brafton has previously reported SEO is best fueled by content marketing. Brafton recently highlighted a report from IDG Enterprise that also found business-to-business marketers are adjusting the ways they measure the success of their content marketing strategies, which further demonstrates an evolving understand of B2B web conversions. The study found similar results to the WebMarketing123 poll, with site traffic and lead generation as top metrics for thease companies. Media files: WebMarketing123-B2B-marketing-goals.png (image/png, 0 MB)

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Brafton: Bloggers hold their breath as judge pursues Google over web content payments

Brafton News Content Marketing

Bloggers hold their breath as judge pursues Google over web content payments Aug 30th 2012, 19:45 California district judge William Alsup did something interesting earlier this month. In an unexpected court order, he called on technology giants Google and Oracle to make full disclosure of any "print or internet authors, journalists, commentators or bloggers" either organization had paid during an ongoing trial over patent rights. Writers across the industry felt a chill run down the spine. Alsup's order brought into sharp focus the underlying economy of the blogosphere. It underscored what everyone intuitively knows but few publicly discuss: that the rich tapestry of professional comment in the media (whether online, in print, or over the airwaves) is broadly supported by a mix of direct and indirect payments. None of this requires rocket science to figure out. Take a commentator supplying a regular column for a magazine. It's reasonable to assume the writer is receiving payment from the publication itself. Nothing unusual there. Similarly, when an organization takes steps to publish its own editorial content — using its website, for example, to host news and related material on industry events — it's understood that the money to support the endeavor is almost certainly coming from the organization itself. What's less clear though is payment in the realm of third-party punditry. And that's what makes the district judge's intervention particularly striking. Buying Influence Paying individuals to write or say apparently independent things on your behalf is hardly new. In the decades leading up to Prohibition, leading elements of the American brewing industry paid off newspaper editors to produce copy favorable to their cause. More recently, the Levenson inquiry — established in the wake of the News Corp hacking scandal — brought the often cozy relationship between U.K. press and politicians sharply into focus. Closer to home, the latest activities of self-styled "media manipulator" Ryan Holiday have thrown a spotlight on the interplay between journalists and the PR industry. None of this should be surprising. The dotted line between editorial and advertorial is as old as the hills. Newspapers and magazines have long carried advertising features that (for a split second at least) appear like standard copy — until you spot the advertorial disclaimer in the top-right corner. Many leading media organizations form part of larger business holdings that comprise activities from online education to the manufacture of microwaves and digital cameras. The reputedly richest individual in the world holds 8 percent of the New York Times' publicly-listed stocks. And what's the connection between the Wall Street Journal and the biggest grossing movie of all time? Rupert Murdoch's media interests assuredly stretch far and wide. This is not to be cynical about the complex web of commercial connections that underpin the U.S. media landscape. The New York Times and the Wall Street Journal have strong policies in place designed to insulate their editorial decision-making from the wider commercial interests of the groups in which they sit. Elsewhere across the media, journalists take their duty to transparency seriously indeed. Many American writers and editors are diligent (often to a fault) in disclosing any potential conflict of interest when reporting or commenting on a story. The presence of money is not in itself problematic. One could even argue that money is a useful indicator of likely editorial quality. Commercial backers tend not to waste their cash on dross. Yes there's plenty of trash online, but there's a sea of quality too. The presence of money is not in itself problematic. One could even argue that money is a useful indicator of likely editorial quality. The question is the attitude we take in identifying vested interest. This can be a particularly challenging task given so much content is now produced outside of the walls of the establishment media. Primarily, we need to remember there is no general obligation across the web to disclose a conflict of interest. Instead the responsibility heavily falls on us as content consumers to follow the money (where it exists) and ask the right questions: Who's paying for this ad? Is the writer likely making money from this blog post? What's motivating this blogger to publish her latest in-depth article about the best shoes to buy? Cutting out the Middle Man The rise of the company as direct publisher makes for an interesting counterpoint in this dynamic. Whereas in the past, an organization might funnel significant money to external PR in an attempt to influence the public conversation, this is no longer the only or most effective path. Companies have increasingly recognized the advantages of producing custom content in a push to boost online presence and develop thought leadership within their industry. Meanwhile, social media channels provide rapidly improving platforms for organizations eager to showcase their tailored offerings to existing and potential customers. "Commercial interest doesn't make website content - if thoughtful and well-rendered - any less useful." In many respects, this is a more direct and open form of conversation with the marketplace than the traditional smoke and mirrors. Think of an in-flight magazine. Any traveler looking to stave off boredom at 40,000 feet immediately gets that the glossy (possibly dog-eared) magazine she holds in her hands is produced by — or on behalf of — the company. Consequently, the reader is able to judge the relevance and appeal of the content on its own merits while passing the time in the air. Equally, the parent in the market for a car seat intuitively understands that the car seat manufacturer has a clear commercial interest in getting him to spend time on its website. That doesn't make the content on the manufacturer's site — if thoughtful and well-rendered — any less useful to the parent building up his options. Show and Tell Content writers must value accuracy and honesty in their work, whatever the commercial motivations. In the event, Google and Oracle's response to the district judge's ruling was concise to say the least. Oracle gave up two names whereas Google disclosed nobody, requesting further clarity on the scope of the judge's order. Unimpressed, William Alsup gave Google a further week to come up with something better. The firm from Mountain View sprang back with a lengthy dossier significantly more comprehensive in its range than its initial submission. At the same time, Google continued to insist it made no direct payments to bloggers or related media players in return for commentary on its legal dispute with Oracle. It'll be interesting to see how this case proceeds as it winds its way through the appeals process (the judge ruled in favor of Google in the initial trial). Regardless of how the chips fall for Google, Oracle, and the blogging community more generally, the episode reveals the continued importance of old-fashioned values in the production and consumption of content. Content writers must value accuracy and honesty in their work, whatever the commercial motivations. Ask the right questions at the right time. Respect your audience. And for writers and readers alike, be wary of taking things at face value. Media files: richard-google-blogger-article.jpg (image/jpeg, 0 MB)

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Brafton: Content marketing ROI metrics evolving, expanding

Brafton News Content Marketing

Content marketing ROI metrics evolving, expanding Aug 30th 2012, 14:22 A report from IDG Enterprise suggests that marketers using website content to build awareness and improve conversions on the web are expanding the metrics they use to determine the success of their campaigns. With content marketing, it's difficult to assess the value of a strategy by solely measuring the number of products and services sold, so web traffic, lead generation and other metrics have become more important for marketers. According to the study, 64 percent of companies using content marketing measure web traffic to determine the success of their campaigns, and 59 percent use page views or content downloads to gauge success. Many organizations rely on their website content to drive SEO as well, yet only one-quarter said steady improvement on search rankings are important to determine the value of certain content, suggesting organic traffic takes precedence. Additionally, 52 percent of marketers judge content success based on the quality of leads. Brafton recently highlighted a report from the Content Marketing Institute that urged companies to create several different types of web content to offer a multichannel conversion funnel. As such, IDG's findings that marketers have shifted the way they measure the success of strategies to include both hard numbers, such as conversions and lead generation, and web metrics, such as traffic and prospect engagement, shows many understand the value of content to improve awareness and visibility. While the figure was small, the study also found that about 5 percent of companies don't measure their content marketing strategies. Failing to determine which parts of a web campaign are successful and which need adjustments can result in wasted investment or an unoptimized web presence. As one-third of respondents said they work with external agencies to create content, marketers should remember to find partners who offer analytics reports, tracking their unique success metrics to ensure they're getting maximum ROI. Media files: analytics.png (image/png, 0 MB)

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Brafton: Survey says healthy content marketing mix drives results

Brafton News Content Marketing

Survey says healthy content marketing mix drives results Aug 29th 2012, 19:02 A report from IDG Enterprise found that B2B marketers are increasing their investment in content creation, and many believe their content campaigns contribute to greater audience engagement and brand authority. The responses suggest marketers are building diverse content formats on their sites, which can both attract new prospects and help businesses improve their sites' SEO standing. According to the study, 62 percent of companies use case studies to detail the benefits their products and services to prospects. Most of the businesses using this kind of site content find it's effective for furthering their brand message and engaging prospects. Other longer forms of website content marketers have integrated into their marketing mix include white papers and webinars, which are especially strong at demonstrating a company's authority. Sixty-one percent of brands use white papers, and 73 percent of these businesses said this part of their strategy has succeed in driving traffic. Nearly half also use webinars to reach prospects. In addition to publishing long-form, authoritative content, it's critical to create enough articles, blogs and other ongoing pieces to keep readers interested in a brand's message. As prospects frequently access website content, the resulting positive interaction metrics may improve a site's presence in search - while also helping brands build more touch points with their audiences. One of the most effective types of content for improving search presence and industry authority is news content marketing. Pairing shorter, frequently updated articles as well as longer pieces offers a level of diversity for brands looking to appeal to different types of prospects. More than 40 percent of respondents said they create web articles for their sites. Similarly, about 62 percent of these organizations said this part of their strategy has improved site visibility across the web. Other types of content businesses have invested in and seen strong results from include email and social media marketing. Each of these channels helps organizations directly interact with prospects, while also providing an avenue for them to share their website content or white papers to drive traffic to their sites. More than half of respondents use email and newsletter marketing, and 60 percent believe the messages have been effective. Social marketing strategies yielded similar responses. The study also found infographics are the fastest-rising content type on in marketing strategies. As Brafton reported earlier, IDG found that around one in five respondents incorporate graphics into their content marketing campaigns. From blog posts and white papers to infographics and video content, using different content formats to create an interactive site for various users can drive brand engagement. In an interview with Brafton, Ken Barhoover, marketing manager at Park Place Technologies, spoke firsthand about the value of diverse content. "Creating content for each persona you're likely to target or hear from is critical," Barhoover said. Media files: shutterstock_101774389-e1346266865400.jpg (image/jpeg, 0 MB)

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Brafton: Rise of geotagging points to need for local social marketing

Brafton News Content Marketing

Rise of geotagging points to need for local social marketing Aug 29th 2012, 15:25 A report from JiWire found that it's all about location, location, location for social media users. Sixty-two percent include location tags in posts on different platforms. The report, which included Facebook, Instagram, Twitter and Google+, suggests that marketers active on these networks should offer local-friendly promotions and encourage customers to tag their locations. According to the study, the majority of respondents (49 percent) use location tags to let their friends and family know where they're shopping and traveling. While most don't always include their locations, marketers for restaurants, clothing retailers and similar companies with storefronts can encourage them to do so to boost overall visibility and extend their reach among visiting users' followers. This may be an especially popular way to build Facebook fan reach, as 91 percent of respondents use the social giant on the go, and 88 percent tag their locations at least monthly. Additionally, the growth of foursquare demonstrates the popularity of the geotagging element of social media since the network is almost entirely dependent upon the capability. Now, other mainstream platforms have either integrated the capability or integrate with foursquare. Location sharing can help companies build follower and fan counts on most major social networks. Brafton has highlighted different features foursquare has rolled out in hopes of becoming more useful for consumers and marketers. The recent launch of a keyword search function allows app users to discover restaurants and other businesses based on their location and other factors. Media files: mobile-devices-have-become-a-bigger-part-of-the-shopping-experience-in-recent-years_3333_800549809_0_0_7070487_300.jpg (image/jpeg, 0 MB)

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Brafton: Infographics: Fastest-growing content marketing strategy, says survey

Brafton News Content Marketing

Infographics: Fastest-growing content marketing strategy, says survey Aug 29th 2012, 14:04 Matt Cutts may have recently said graphic links aren't top for SEO, but it seems a lot of B2B marketers think this content format is a top way to influence audiences that convert. According to IDG's recently released results from its B2B Content Marketing Trends survey, infographics are the fastest-growing content type on the web, with adoption rising 1.5-fold over last year. The survey found that infographics are used for marketing by about 20 percent of B2B companies. The year-over-year growth of this content format suggests graphics will continue their ascent this year. Moreover, the broad majority of respondents who use infographic marketing say the content is effective for marketing (more than 40 percent, compared to less than 15 percent who say the content format is "ineffective"). Those entering the realm of infographic marketing should be aware that this content has raised some eyebrows over at Google. As Brafton reported, Distinguished Search Engineer Matt Cutts told Stone Temple Consulting that Google might discredit infographic links when it comes to SEO, as people sharing the graphics often don't realize what they're endorsing. He went on to complain about general quality issues with this content type. "[A lot of infographics] get far off topic, or the fact checking is really poor. The infographic may be neat, but, if the information it's based on is simply wrong, then it's misleading people," he said.  While Cutts' comments about the need for fact-checking has audience-facing implications marketers must consider, it seems not many will be worried if their infographics don't generate inbound links that boost SEO. When asked about metrics used to measure the success of all content types, inbound links came out in the bottom three least important metrics (cited by slightly more than 20 percent of respondents). Search ranking is also lower priority (used as a measure of success by just one-third of respondents). On the other hand, website traffic, views and leads are each named as success metrics by more than half of respondents. Any infographics you create will do better if they're closely related to your business. - Matt Cutts Marketers hoping to win leads from infographics should also take Cutts' comment about keeping graphics related to their businesses to heart. By sharing accurate information that drives business demand, companies stand to win leads from graphics. Of course, creating highly visual, well-researched, brand-appropriate content is easier said than done. IDG found almost one-quarter of respondents using graphics said they outsource their infographic marketing efforts to professionals. Media files: Infographics.png (image/png, 0 MB)

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Brafton: Measuring content marketing ROI: Remember the full picture

Brafton News Content Marketing

Measuring content marketing ROI: Remember the full picture Aug 28th 2012, 17:30 In the ever growing digital world, whether your audience is B2B or B2C focused, content marketing has become a go-to strategy for many marketers. Content's ability to drive brand awareness and consistently incite audience engagement creates a very alluring impression, yet many marketers still struggle to define what this means. Brafton's poll of content marketers found that measuring content results tied for first place as the leading content marketing challenge businesses face. More than two-thirds of marketers suggested they don't know how to analyze and measure their content campaigns. Content's ability to drive brand awareness and consistently incite audience engagement creates a very alluring impression, yet many marketers still struggle to define what this means. They're left asking themselves "Where's the ROI?" and, unfortunately, there's not just one answer. Measuring against clear conversion goals A few months ago, I was prepping for a meeting and creating a six-month, year-over-year report. I didn't have the slightest doubt that the client would be happy. We had set clearly defined lead generation goals and onsite transactions the client wanted content to foster for the site. I recommend this as a primary starting point to any content campaign - outline the ultimate results you want from human readers! The only change in the client's campaign was the Brafton content. Through proper content integration, daily news and blog content production, sharing on social networks and fresh headlines in email marketing, the client's site had increased leads by 80.25 percent (326 leads), and the key purposes for content are leads, conversion and revenue growth. I entered the meeting feeling confident and accomplished. I left the meeting frustrated and confused. Identifying other marketing metrics content should support Although traffic had increased and leads were on a persistent rise the client was not pleased. I was convinced he didn't understand. I tried explaining, but it didn't matter. He kept pointing to the keyword rankings. They were stagnant and had been for a couple of months. I certainly understood and appreciated his desire for stronger rankings, but how much did that matter when the content factored into generation of multiple leads a day? While rankings are getting harder to accurately measure in the face of personalized search, the SEO wins were important to him (and that's valid). Instead of looking at rankings, we started by looking at growth in organic traffic. Clearly lead generation wasn't the problem, and by re-exploring the data, we saw signs of the organic search wins he wanted. Plus, my dorky self always enjoys crafting or revising a new SEO strategy, so we went back to the drawing board. But what struck me the most is that both of us were focusing on just one area of ROI. I made a huge mistake thinking the client would be satisfied with just an increase in leads. What about bounce rate, pages per visit, new visitors, followers, Likes and inbound links … I could continue, but I'll stop there. Quality content improves several different things for companies: Brand awareness, SEO, social media, user experience and lead generation, among others. However, I made a huge mistake thinking the client would be satisfied with just an increase in leads. What about bounce rate, pages per visit, new visitors, followers, Likes and inbound links … I could continue, but I'll stop there. The point is ROI on content marketing comes in many forms. It's important to prioritize the results that matter most for your company, but it's a big picture marketing strategy and many areas need to be measured and included within your strategy. Results don't come overnight. Take your time at producing quality content, let the analytics work themselves out and make changes where they are necessary, but eventually your authority will grow, traffic will increase, users will engage and the business growth potential will put an end to your ROI doubts. Also, make sure someone on your in-house team or at your content agency is prepared to do the work of diving into your analytics, so you can explore all the benefits content marketing brings to your brand!   Media files: ROI-for-content-marketing.jpg (image/jpeg, 0 MB)

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Brafton: Content marketing driving conversions for 80 percent of businesses

Brafton News Content Marketing

Content marketing driving conversions for 80 percent of businesses Aug 28th 2012, 15:30 A report from IDG Enterprise suggests that marketers consider creating engaging content that appeals to their prospects the most important element for their strategies. More than 80 percent of respondents said telling stories that engage website visitors is the best way to drive conversions, and diverse site content helps achieve this goal. Content marketing strategies are often associated with SEO, and pairing the methods has helped countless businesses generate better presences on the web. However, ignoring the idea of storytelling, which is the heart of any content production, can hurt marketers - especially in an evolving searchscape that's centered on building a high-quality user experience. Brafton highlighted of Google's Penguin search quality algorithm, which focuses on contextual elements of web content among other things. Articles that read poorly or contain cheap linking strategies that try to lift a site in search regardless of its value to users will detract from content's value to a site. Marketers also named strong editorial quality and originality as key concerns of their content marketing campaigns. Similar reports have found these topics problematic for some as well, with Brafton highlighting a report from Curata that found 73 percent of content marketers struggle to produce original content. Media files: x_0_0_0_0_7042937_300.jpg (image/jpeg, 0 MB)

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Brafton: Most Facebook users ‘don’t mind’ paid content

Brafton News Content Marketing

Most Facebook users 'don't mind' paid content Aug 28th 2012, 16:30 Marketers considering the integration of Sponsored Stories or Posts into their strategies on Facebook are unlikely to see any negative side effects, as nearly 90 percent of users "don't mind" the paid content. According to a survey from Greg Sterling and Opus Research relayed by Marketing Land, most Facebook users would rather the site remain free than pay for ads to be removed. About 10 percent of users said they would pay varying sums for access to the site if they could exclude ad content from their experiences. Previous polls cited by Brafton found that consumers, by and large, ignore the traditional ads placed on the site. However, new ad capability offered to marketers by Facebook can help present paid content more effectively without being overly invasive. Sponsored Stories, for example, allow marketers to pay for organically shared content to appear within the news feeds of a certain users. Unlike other paid web content, these links don't interfere with a user's browsing in any way. Brafton recently reported that the rapid adoption of Facebook as a marketing tool requires that companies grow especially innovative with their campaigns. Aside from sharing site content, Sponsored Stories, Scheduled Posts and other features enable companies to develop social media marketing strategies more effectively. Leveraging each of these tools makes for a well-rounded strategy that boosts brand visibility and drives site traffic. Media files: Facebook-Logo.png (image/png, 0 MB)

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Brafton: More marketers adopting Pinterest to drive social success

Brafton News Content Marketing

More marketers adopting Pinterest to drive social success Aug 28th 2012, 14:30 A report from the Creative Group found 7 percent of U.S. companies have added Pinterest marketing to their social campaigns, but more will likely make the platform part of their social media marketing strategies moving forward. Integrating Pinterest into a web presence can help companies increase visibility for their sites, especially if they invest in visual content.  The Creative Group found that, on top of the 7 percent currently using Pinterest, 10 percent said they like the platform and will soon make it part of their web presence. While 44 percent said they have no interest in using Pinterest, the steady growth indicates that Pinterest has found a strong niche on the web. Marketers who make images, infographics and other kinds of visual content a larger part of their social campaigns are especially well-suited for Pinterest given the site's format. "With so many potential social media opportunities for businesses, marketers must carefully invest their time and resources in those that best match their demographics and brand personality," Donna Farrugia, executive director of The Creative Group, said in a release. "Pinterest has attracted a huge following quickly, but companies may be waiting to see if its popularity will last … to determine if a presence there makes sense." Pinterest recently rolled out mobile applications, which could make the platform even more attractive for companies planning to improve their social strategies. Brafton reported that the apps are available for both iPhone and Android users. Media files: squares_pinterest.jpg (image/jpeg, 0 MB)

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Brafton: Analyst asks, are you using the right channels to market to teens?

Brafton News Content Marketing

Analyst asks, are you using the right channels to market to teens? Aug 28th 2012, 13:30 In an interview with eMarketer, Issa Sawabini, a partner at Fuse Marketing, said that college students are candidates for brands looking to target loyal consumers. However, marketers must develop web strategies and content that keeps the demographic engaged. According to Sawabini, marketers often rely on new technologies, such as QR codes and SMS texting, to reach this audience, but it's difficult to keep these campaigns engaging. Meanwhile, social media and content marketing could better appeal to the audience given regular use of the web by Millennials. Earlier this year, Brafton highlighted a report from Big Red Rooster that found the generation responds well to web marketing efforts that focus on adding value. In general, creating content that targets specific pain points of these prospects will attract them. "They're loyal to brands who understand them, and they're loyal to brands that speak their language and engage them on their level," Sawabini told eMarketer. "You can see that loyalty in the behavior - increased likelihood to purchase if a brand is an active follower on Twitter or friend on Facebook." While Sawabini mentioned some mobile elements of marketing as troublesome for reaching college students and younger adults, targeting social platforms can help companies reach these users on mobile devices. Brafton recently highlighted a study from comScore that found social media access is one of the top uses of smartphones aside from calling and texting. Media files: shutterstock_108794780-1.jpg (image/jpeg, 0 MB)

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Brafton: First wave of users, Pages get option for custom Google+ URL

Brafton News Content Marketing

First wave of users, Pages get option for custom Google+ URL Aug 27th 2012, 19:53 Some users and marketers on Google+ received the option create a custom URL last week, as Google begins the staggered rollout of the feature. Brafton reported earlier this month that Google announced the capability, but, at that time, only select brands and verified users were able to alter their URLs. Users eligible for custom URLs will see a black bar atop their profiles indicating that they can make the change if they choose to. There is no indication from Google as to the number of users or brands that will receive the option during this first rollout. According to Marketing Land, the notification comes with a suggested URL for each user and page that receives the capability. However, it's unclear if users can create their own URLs or if they are expected to follow Google's suggestion. The option "Request a Different One" exists, but users may need to receive approval from Google for any alternative request. For marketers, the creation of custom URLs for brand pages has implications for both social media marketing and SEO strategies. Essentially, the move simplifies the process of finding brand pages on the platform and through search. Moreover, companies can ensure that their branding strategies on the web are more successful with the addition of a URL including their brand name or slogan. In terms of brand adoption of Google+, Brafton recently highlighted a report from Bright Edge that found more top companies have made the platform a part of their social strategies. According to the study, 75 of the top 100 global brands currently maintain presences on the site. Media files: squares_googleplus.jpg (image/jpeg, 0 MB)

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Brafton: Instagram: July’s top gaining site, visual content growing

Brafton News Content Marketing

Instagram: July's top gaining site, visual content growing Aug 27th 2012, 20:11 Market research firm comScore recently reported that Instagram was the top gaining website for July, adding 38 percent more traffic from June. While the strong month was not enough to propel Instagram into the top 50 web properties, its growth demonstrates the value of making Instagram a part of social media marketing campaigns. According to the study, Instagram also saw its unique traffic grow from 16.5 million visitors to more than 22.7 million. While the photo-sharing platform recently reported more than 80 million people use its mobile apps, most don't actually navigate to Instagram.com. Still, its consistent improvements in website traffic are a sign that more people are using the site and researching the service for personal or marketing use. ComScore's report found that Google remained the No. 1 property for the month, with more than 190 million unique visitors within the United States. Microsoft, Yahoo, Facebook and AOL.com properties rounded out the top five. Another noteworthy finding was the jump of Comcast NBCUniversal into the top 10 due to Olympic coverage. Seeing a site like Instagram gain as much as it did should be a motivation for marketers to use the visual content platform to bolster their own social campaigns. Brafton reported recently that top brands have already started integrating Instagram into their marketing mix, with data from Simply Measured showing that 45 percent of the world's most recognizable companies currently maintain profiles on the site. However, no announcements have come from Instagram related to special profile options or features for marketers. Media files: Photo-sharing.jpg (image/jpeg, 0 MB)

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