Brafton: Storytelling matters most with video content virality

Brafton News Content Marketing

Storytelling matters most with video content virality Apr 30th 2013, 20:15 ​Video content can help businesses achieve many things, from website conversions and social chatter to viral and worldwide recognition, but Unruly notes there is a science behind content creation. Brafton has reported on data showing that approximately 25 percent of a video's total social shares occur within three days of publication. Brands focusing on video marketing must develop strategies to promote these content types heavily in the first 72-hour span, or else key performance metrics won't look as bright. While Unruly does note video content has a shelf life - after three months, a video will have had 66 percent of its total shares - businesses can create ongoing campaigns that drive new and existing site visitors back to past visual clips. According to the same Unruly study, entertainment and fast-moving consumer goods (FMCG) brands made strides in the first quarter of 2013 with video content creation. In fact, these two industries increased their social video shares by 78.2 percent over Q4 2012. It should come as no surprise that entertaining videos drive the most engagement, but companies across other industries can learn from what these brands and FMCG businesses do to generate buzz online. Take, for example, Oreo, which recently revamped its marketing strategy to embrace online media. During the Super Bowl, Oreo aired a commercial that promoted its core offering and entertained audiences. Not to mention, the cookie brand has found its niche in social media, driving engagement through the roof with each new post. Video marketing virality starts and ends with high-quality storytelling - how are you getting your story across? But how can an FMCG product like a cookie sustain such dramatic online buzz? It starts and ends with high-quality storytelling. Oreo understands that in order to retain the attention of its distracted audience, it needs to produce media that gets a certain message across and causes people to turn to their friends and talk about what they just saw on TV and on YouTube. A December 2013 NetBase study found that video sharing was the top web activity among ​adolescents​, No. 2 among Millennials and even higher among older audiences. Brands must produce videos that don't sound drab and corporate - they're likely to generate more returns on their investments from quality storytelling and creativity than linear and generic clips. Media files: shutterstock_55773199.jpg (image/jpeg, 0.5 MB)

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Brafton: Google’s Customer Journey tool exposes sales & content truths

Brafton News Content Marketing

Google's Customer Journey tool exposes sales & content truths Apr 30th 2013, 16:40 ​The online shopping experience differs from industry to industry, but no matter the field, marketers must understand the sales cycle and how various channels affect conversion rates. The processes that go into buying expensive tech products will likely require different steps than what goes into purchasing summer apparel, and Google wants to provide web marketers with tools to help them understand this funnel more clearly. The search engine released "The Customer Journey to Online Purchases" analytics tool, which gives marketers insight into various elements that impact campaigns. Because the customer journey has grown increasingly complex, and 47 percent of total online revenue comes from purchases made in more than one day, marketers need tools to show them the paths people take to conversion. Marketing channels influence buyers at different points, and brands that understand when to use custom content versus video content to drive sales can target prospects at the perfect times online. More, the tool shows users whether a channel plays an "assist" or "last interaction" role. Marketers can use the Customer Journey tool to develop internet marketing strategies focused on consumer behavior. Through analytics reporting, brands can see when their prospects engage with blog content in the sales cycle, and tailor tone and language to reflect that position in the purchasing process. If customers typically turn to blogs after they've performed product research elsewhere, content writers know to publish media with some assumed reader knowledge of the industry, the offer and the benefit of the item. Google notes tech purchases that take 28 days or more often generate three times the revenue of tech transactions that happen in a 24-hour span. While most online purchases occur within a day of research or with a single interaction, higher priced sales take time to cultivate and nurture. Google notes tech purchases that take 28 days or more often generate three times the revenue of tech transactions that happen in a 24-hour span. Therefore, the value of nurturing online relationships with strategic content placement can significantly impact revenue. The Customer Journey tool should help marketers gain clearer understandings of how their target market engages with new-media and when in the conversion cycle they turn to paid ads compared to web content. Stringing these patterns together can help companies develop smarter marketing programs that speed up conversions, and with 43 percent of B2Bs citing a slower sales cycle, having new tools to leverage may help brands balance their checkbooks. Media files: shutterstock_131424407.jpg (image/jpeg, 0.9 MB)

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Brafton: Don’t become spam: Consumers want content, not ads

Brafton News Content Marketing

Don't become spam: Consumers want content, not ads Apr 30th 2013, 15:38 ​When it comes to website optimization, businesses must take user experience into account, and not overwhelm visitors with advertisements or irrelevant content. In some instances, trimming the fluff - even when designed exceptionally - can increase site stickiness and compel prospects to convert. Brafton already reported that the No. 1 reason internet users would block a site from search is too many advertisements above the fold. Google has unique algorithms in place to limit this from appearing in search, but other poor product placement clips and irrelevant sidebar ads may push readers away, too. According to a March 2013 survey of adult U.S. users from InsightsOne, more than nine in 10 people reported encountering annoying ads somewhere on the internet. The source noted that ads in email content and on website sidebars were the second and third most annoying ad placement options. Respondents also compared social-media ads to print junk mail. Perhaps most telling from the InsightsOne survey is that 60 percent of surveyed respondents acknowledged being annoyed by ads for products or services they did not need or want. More than 33 percent of people said they would leave websites with too much irrelevant and invasive content, and 10 percent would stop using advertised products altogether if promotional copy was too intrusive on the web.  10 percent would stop using advertised products altogether if promotional copy was too intrusive on the web. Brands know they have to use the web to increase their bottom lines and improve website conversions, but they can do more harm than good by populating the internet with an abundance of ads or overly promotional conten​t.​ Marketers must strike a balance between educational and informative content marketing and overly optimized web strategies. Even the most influential businesses can outstay their welcome by conveniently placing ads for their products or services in every corner and crevice of the 'net. Content marketing helps companies minimize the negative consequences of web marketing. Brands engaging in content writing can publish SEO content to their news or blog sections, and have web searchers find products and services in search. This organic process helps brands increase sales and strengthen relationships with new and existing customers. Marketers who split their budgets between paid ads and content creation might want to allocate more toward organic processes, as well-written blog content can engage - not annoy - customers. Useful information may not gain the immediate visibility of ads, but it may produce more positive sentiment and better long-term results than targeted ad units in search, on websites and via social media hubs. Media files: shutterstock_57016157.jpg (image/jpeg, 0.4 MB)

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Brafton: Pinterest Marketing: When old features become new opportunities

Brafton News Content Marketing

Pinterest Marketing: When old features become new opportunities Apr 30th 2013, 14:38 ​Pinterest made a splash last year in the social media world, as the network evolved from a startup service to a full-fledged media hub with countless cult-like members. The digital pinboard's 40 million monthly active users may pale in comparison to giants like Facebook, Twitter and LinkedIn, but it's impossible to overlook the network because of its staggering conversion rates.​ In the first half of 2013, Pinterest has made some serious changes to its user interface and marketing capabilities. As Brafton's Social Media Horse Race infographic highlights, 13 percent of B2Cs and 3 percent of B2Bs generated leads from Pinterest in 2012, but the network's content analytics feature will help brands tailor their campaigns around viral pins. More, updates to the user experience will bring out images' vibrant colors, showcasing products in high definition on all types of screens. Pinterest brings back some old features Recently, Pinterest made additional changes to its UX - to bring back features that were previously removed from the interface. Unlike other social media hubs, Pinterest took member feedback into account when adjusting its navigation features, and reintroduced three previous functions and one new addition. Pinterest took member feedback into account when adjusting its navigation features, and reintroduced three previous functions and one new addition. Some of the features could increase engagement opportunities and extend brand exposure: The 'See It Now' feature will show users what they just pinned to their accounts with a click of a mouse, and the 'Pinned From' function will help brands generate referral traffic from their original images that get repurposed to personal accounts. Now when a company publishes its latest infographic to Pinterest, viewers will know where to go to see more social media content even when graphics have been published through non-branded boards. Lastly, users can mention other members directly from a post by using the '@' character before the username. Stronger search means greater lead-gen opportunities There are also some new features on Pinterest's interface. The social media network announced in a recent blog post that it revamped its internal search function to bring relevant media to the forefront of various queries. The social hub has long needed a stronger search feature, and hopefully the update will improve brands' lead generation opportunities. Members will also notice a new notifications function that will inform people when their pins have been Liked, repinned or otherwise engaged with. Businesses may be able to increase website conversions and socially assisted sales with the new updates to Pinterest. The social network understands its role in ecommerce, and recent updates show​ that it's ready to become an active part of brands' online marketing agendas.​ Media files: drop_pinterest.jpg (image/jpeg, 0 MB)

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Brafton: Video content: Fresh for 3 months [data]

Brafton News Content Marketing

Video content: Fresh for 3 months [data] Apr 29th 2013, 20:12 ​Whether a marketer wants to believe it or not, her brand's online media will reach 'half life' at some point. This happens when a published article, social update or video post generates half of its likely interactions and, to be frank, it's all downhill from there. While media half life is an unavoidable occurrence, marketers with an idea of how long different content formats will last online can tailor their promotional efforts to have maximum effects. A new study from Unruly looked at the shelf life of video content. The source refers to its findings as the "social diffusion curve," which shows that videos have a half life much longer than the average Tweet. Unruly noted that the "viral peak" of a video's launch happens on the second day of publication, generating one out of every 10 shares within that 24-hour span of time. More, approximately 25 percent of a video's entire shares and engagement will take place in the first three days of being live on the internet, and by three weeks, content will reach 50 percent of its total interactions. Unruly notes that its data highlights the importance of heavily promoting video marketing collateral for the first three days of publication, as the first 72 hours can make or break a campaign. 25 percent of a video's entire shares and engagement will take place in the first three days of being live on the internet, and by three weeks, content will reach 50 percent of its total interactions. Of course, video content continues to generate returns even months after its launch. According to Unruly, visual media will receive approximately 66 percent of its total shares in the first three months. Marketers who plan to produce video content to increase website conversions must tailor scripts to compel viewers to respond in a timely manner. Because the virality of visual content generally lasts three months, businesses have a limited amount of time to acquire returns on their investments to fuel future internet marketing campaigns. Video stays fresh for a relatively long period of time on the fast-paced web. The most recent Bitly data highlights that links distributed via Twitter reach half life at approximately three hours after publication. Businesses trying to promote blog content, infographics or video content on social should repurpose links every three hours to increase engagement. Media files: shutterstock_134822645.jpg (image/jpeg, 0.2 MB)

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Brafton: Most Bing searchers click No. 1: Content marketing key to SEO ascent

Brafton News Content Marketing

Most Bing searchers click No. 1: Content marketing key to SEO ascent Apr 29th 2013, 15:30 ​Search is a funny thing. Right when the industry starts to get the hang of the processes that go into search engine optimization and quality control, companies like Google and Bing transition mid-step and head down another avenue. This can be pretty annoying for businesses trying to reach the top of results with SEO and content marketing, but every evolution in search is meant for the end user, and in Bing's latest search tests, it's clear the company has to commit to getting the best information toward the top of SERPs. In a recent blog post, Bing's Research and Development team's Partner Architect Dr. Ronny Kohavi exposes the truths behind clickthrough rates in Bing SERPs. Kohavi notes that more than 50 percent of Bing users click on the first result in search results, and when the first option includes "deep links," the CTR increases to more than 75 percent. Deep links, as Kohavi referred to them, appear in groupings below a certain result. For example, when a user searches the term "J.Crew," he or she sees the homepage as the first result in Bing, and below the link, are results for Women, Men, Shop and several other pages hosted on J.Crew's main site. The problem with Bing's recently released metrics is that the engine may put smaller brands at clear disadvantages. If web searchers on Bing so regularly favor the first option and all other options get few clicks, the company's algorithms and systems benefit brands with bigger SEO content budgets or bigger companies likely to get deep links.The blog post also explains what website owners can expect from search if their pages don't rank No. 1 for certain queries. The search engine shows a 4 to 6 percent CTR for the third result, between 2 and 3 percent for the fourth option and fewer than 1 percent for the eighth link. The graph included in the post did not show the CTR for No. 2 search result. Everyone knows that ranking higher in SERPs produces more organic traffic back to branded websites, and Bing's audience is quick to select the first option presented to them online. What's the key to Bing SEO? As Duane Forrester has said, "Never lose sight of the fact that all SEO ranking signals revolve around content of some kind." Smaller businesses that can't outrank big brands can still increase website conversions via Microsoft's search engine by publishing high-quality web content. When users don't find what they're looking for in a Bing result, and they click the back button in their browsers, Bing provides them with up to 18 alternative options in search. This could help smaller brands with better editorial prowess clean up the missed opportunities left in search by over-optimized corporate sites. Media files: bing-accounts-for-more-than-30-percent-of-the-search-market-says-hitwise_3333_800482798_0_0_7039085_300.jpg (image/jpeg, 0 MB)

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Brafton: Content analytics & social listening personalize sites for prospects

Brafton News Content Marketing

Content analytics & social listening personalize sites for prospects Apr 29th 2013, 14:30 ​Is your website appealing to the right people? Site personalization is a pathway to higher revenue streams and long-term customer loyalty. In a recent report from Econsultancy and Monetate, more than nine out of 10 marketers agree that personalization is critical to their brands' success. However, 47 percent of surveyed respondents say I.T. roadblocks prevent them from improving user experience on their sites. While technology may prevent some companies from altering the face of their websites, other steps can be taken to improve personalization, especially in the content marketing department. Brands can use social media networks like Facebook and Twitter to learn more about their target audiences, and translate discoveries into new campaigns. When Econsultancy asked marketing agencies what prevented them from personalizing their efforts, 54 percent said lack of knowledge and 51 percent cited their inabilities to turn data into action. However, Brafton reported on a study from November 2012 that showed 61 percent of respondents would be willing to give up some online privacy in exchange for personally relevant content from brands. Seventy-three percent say they'd do the same to receive relevant ads from companies on their smartphones and tablets. This data shows marketers that online users are open to customization and they must find ways to compile information on their prospects. Marketers can pay close attention to content analytics and monitor their social accounts to unlock what prospects and current customers look for online. When working with smart strategists and agile writers, content marketing becomes an avenue to personalize content to reach each type of customer, with tailored tone of voice and subject matter around the topics that interest buyers most. Media files: shutterstock_60889102.jpg (image/jpeg, 0.6 MB)

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Brafton: Content adds worth to the web [video]

Brafton News Content Marketing

Content adds worth to the web [video] Apr 29th 2013, 13:30 Hi, I'm Stefanie D'aulizio with this week's content and coffee with Brafton. Today I want to explore how content makes the web work, and why brands can't lose sight of that. The web has become so ingrained in our daily lives that we often take it for granted. What would you do without the internet? No social media, no YouTube videos, no easy-checkout, no research at your fingertips - just offline, in-person interactions. While it doesn't sound bad from a societal perspective, it does sound a lot less forward thinking. We need the internet, and it needs us. [sublimevideo poster="http://cdn3.brafton.com/wp-content/uploads/2013/04/Stef_Vblog_WebWorth.png" src1="http://videocontent.brafton.com/b9cc69a148bd9f4d/video/html5/mp4/428-1.mp4" src2="(hd)http://videocontent.brafton.com/b9cc69a148bd9f4d/video/custom/mp4/428-2.mp4" src3="http://videocontent.brafton.com/b9cc69a148bd9f4d/video/html5/mp4/428-1.mp4" src4="http://videocontent.brafton.com/b9cc69a148bd9f4d/video/html5/ogg/428.ogg" src5="(hd)http://videocontent.brafton.com/b9cc69a148bd9f4d/video/custom/ogg/428-3.ogg" width="746" height="420"]   As a marketer, you need to understand what makes the 'net so great. Then you need to turn online activities people love into opportunities to drive website conversions. Fortunately, consumers love to talk - especially when it's about themselves and their interests. A recent survey from the Digital Advertising Alliance found 92 percent of internet users agree that online content is important to the overall value of the internet, and without it, the web wouldn't be as great. So there's the key: content creation. We already know that branded content helps your company rank higher in search results, but well-written copy also makes web users happier. In fact, 75 percent of surveyed Americans say they prefer the internet to continue to host a variety of accessible information. Why? Because they can buy the pair of shoes that just went on sale online in seconds, discover a business solution that will make their workday easier through search or find information about what to eat for healthy skin. Your customers love content, but are you creating loveable campaigns? Make sure you're producing on-brand media to reach the right people - the ones who say your blog posts, news articles and video clips add value to the 'net. Thanks for stopping by and happy content marketing! Media files: Stef_Vblog_WebWorth.png (image/png, 1.3 MB)

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Brafton: Survey says: Marketers increase social & video content budgets

Brafton News Content Marketing

Survey says: Marketers increase social & video content budgets Apr 26th 2013, 18:11 ​Businesses can create their own narratives online through brand journalism. In an effort to capitalize on web search trends that show users want good reads- beyond product info, many businesses have begun to invest heavily in content creation for cross-channel campaigns. A new study from Nielsen found that 2013 will see additional investments. Social, mobile and video thrive in 2013 According to the source, approximately 63 percent of advertisers believe more money will be spent on brand marketing this year. More, one in five surveyed respondents say marketing spend will exceed 20 percent of their past marketing spend over the next 12 months, with brands funneling resources toward social media marketing, mobile and video marketing. Nielsen discovered that 70 percent of brand marketers will increase their usage of social media. Networks like Facebook, Twitter and LinkedIn provide marketers with outlets to help amplify companies' core messages, and results justify the efforts. Mobile advertising will also play a vital role in internet marketing,​ ​and 64 percent of respondents indicated video content will dominate their strategies moving forward. In contrast from social, mobile and video, brands told Nielsen that they will not invest more sources in rich media creation, display advertising or connected TV marketing. These practices, which may catch the eye of some brands, remain on the back burner as organizations still struggle to perfect more mature marketing avenues. It's important to note that as gaming, TV connectivity and display grow as channels, companies will likely explore them further. Content marketing fuels successful online strategies The Custom Content Council recently published its own annual spend report, which focused entirely on content marketing. Because businesses must fuel their social strategies with organic and engaging copy, the projected uptick in spend on content creation is likely in sync with Nielsen's forecast for social media usage. The CCC found that overall content marketing spend reached $44 billion in 2012, and that number will only rise as businesses transition budgets to brand advertising and journalism. With the web marketing world wide open in terms of opportunity, savvy marketers and business owners looking for an edge must embrace all new channels, and studies suggest social, video and content creation are top priorities for many industry leaders today. Media files: shutterstock_119873557.jpg (image/jpeg, 0.2 MB)

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Brafton: Content makes inbound marketing great, fuels results [data]

Brafton News Content Marketing

Content makes inbound marketing great, fuels results [data] Apr 26th 2013, 16:57 ​The internet has become a place of education and entertainment, bringing together people of all walks of life with similar and dissimilar interests. Consumers value the web because it gives them direct access to brands and their products or services. Brafton recently covered a study from the Digital Advertising Alliance that found 92 percent of surveyed Americans agree that web content is somewhat or extremely important to the value of the 'net. Consumers' passion for the web comes at a time when internet marketing is on the rise. Practices like content creation and social media marketing help organizations create online communities that manage customer relations more effectively than offline ventures. It's no longer a choice - brands must have online campaigns to acquire and retain customers if they want to remain in business. HubSpot released its "2013 State of Inbound Marketing" report, bringing to light some of the more recent evolutions in web marketing today. According to the source's original research, inbound marketing is on the rise, with 58 percent of surveyed companies planning to leverage new-media strategies in 2013. Forty-eight percent say they will even increase marketing spend on such practices over the next 12 months. More, 50 percent of brands say their companies are customer-focused, meaning they spend time and resource improving user experience and engaging with new and existing customers via social media. This is part of a marketing trend toward content that's not only "high quality," but responsive, useful and good-looking to capture customers' interests. 34 percent don't measure content ROI. There's always room for improvements, though. HubSpot's data shows that 81 percent of brands using inbound marketing to drive conversions tie their approaches to their business strategies, but 34 percent don't measure content ROI. The lack of analytic understanding is alarming, especially because 43 percent of businesses have generated at least one customer via their blog content already this year. Inbound marketing helps brands build strategies that pull internet users toward websites, but companies can't achieve their objectives without high-quality custom content. If companies are investing in inbound tactics, content marketing services can help clients connect the dots by measuring successes, losses and associated conversions with their appropriate channels. Brands wanting to leverage inbound strategies better have a friend in content creation, too. Media files: shutterstock_83682073.jpg (image/jpeg, 0.4 MB)

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Brafton: Millennials likely to sell out for relevant web content [survey]

Brafton News Content Marketing

Millennials likely to sell out for relevant web content [survey] Apr 26th 2013, 13:46 ​With each new marketing program, companies must peel back layers of unqualified website traffic, and get to the core of their customer bases. But what if you could get visitors to willingly provide everything you need to know about them to create a brand experience? According to a new survey from the USC Annenberg Center for the Digital Future and Bovitz Inc., an apparent "Millennial Rift" has marketers either at a clear advantage or distinct disadvantage, depending on their audience type. The data shows that Millennials report more willingness to grant brands access to their personal data, as long as they receive tangible benefits. Of course, these returns don't have to be tangible products - Millennials want more relevant web content and ads. Compared to internet users aged 35 and older, Millennials have wildly different views on internet privacy, such as greater receptivity to targeted advertising when their private data is involved. Millennials also have much wider personal networks on social media networks. Brafton has reported that Millennials embrace social media more than most demographics and expect a lot out of brands they connect with online. "Online privacy is dead - Millennials understand that, while older users have not adapted," Director of the USC Annenberg Center for the Digital Future Jeffrey I. Cole said. "Millennials recognize that giving up some of their privacy online can provide benefits to them..." 56 percent of Millennials would share their location with companies to receive coupons or deals for nearby businesses, compared to 42 percent of older demographics. The survey noted that 56 percent of Millennials would share their location with companies to receive coupons or deals for nearby businesses, compared to 42 percent of older demographics. More, 51 percent of Millennials would share private data to get something in exchange from brands, and only 40 percent of buyers aged 35 and older say the same thing. However, organizations will continue to fail in generating new leads if they don't provide Millennials with branded content that fulfills their needs. Younger consumers may submit their personal information in exchange for deals and promotions, but if those offerings don't match buyers' interests, the marketing effort still falls flat. To compile accurate information on target markets, brands must use social media marketing techniques to monitor online chatter, and leverage insights in ad targeting. Media files: shutterstock_122137594.jpg (image/jpeg, 0.9 MB)

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Brafton: Why video content analytics are critical for an optimal user experience [Interview]

Brafton News Content Marketing

Why video content analytics are critical for an optimal user experience [Interview] Apr 25th 2013, 20:02 Brafton published an article about consumer preferences in video, and the piece caught the attention of the study's publisher, Conviva. The video solutions provider asked Brafton to sit down for a closer discussion of its "Viewer Experience Report," as we weren't in full alignment over a few of the implications of the research. We ultimately had a conversation regarding what makes for a truly exceptional video viewer experience. Brafton spoke with Conviva's President and CEO Darren Feher, Global Chief Marketing Officer Hope Frank and Product Manager Anaid Gomez Ortigoza. Setting the scene While strategy is paramount to any effective video marketing campaign, the video delivery chain technology influences how users view visual media on their mobile devices and desktop computers. The content conceptualization and production processes could be perfect, but inadequate delivery puts a campaign at risk. Feher notes, "When you press play, you get frustrated if the experience is grainy, slow or a lower quality grade than it should be. We found that people who experience low-quality video content tend to view half as much as the average internet user." Conviva, an international video-solution provider, deploys its technology to help clients analyze video content analytics on a per-person, second-by-second, basis to take preventative action against inferior viewer experiences and ensure the highest image quality. Conviva adds a plugin that tells clients where viewers came from, stream quality, start time and drop-off rate. Conviva's flagship product, Precision Video, even makes real-time decisions to ensure an optimal viewing experience. What Conviva's service can teach content marketers about video Feher's experience with video deployment confirms a belief that has spread so rapidly in the content-marketing world it has instantly been recognized as a universal truth: "Quality of experience has to be exemplary." He went on to say, "If you're a marketer trying to reach audiences, targeting is key, and too many publishers have limited understanding of how many times a person gets stopped while watching a video and how frequently content never starts." Similar to how high-grade web content retains readers' attention, video must provide viewers with entertaining information and a viewing experience that compels them to stick around longer. It's all about crafting stickier content across all channels, and Feher says real-time visibility and content analytics can help. It's all about crafting stickier content across all channels, and Feher says real-time visibility and content analytics can help. "Too many customers are guessing on their editorial focus - they have no real insights on where people are clicking from to reach their videos," Feher said. "If you plan to reach audiences with video content, you must focus on a high-quality experience - incorporate CTAs that add context to your content, understand where viewers typically abandon and tailor content to meet those time frames and optimize your navigation to keep prospects on the page." Feher also noted that marketers must consider length and content type before enhancing their campaigns. "We see different patterns according to content format. It's far more important for short-content to start immediately or else viewers will abandon, compared to long-form which suffers when clips have significant stutter patterns." Testing different formats can help brands discover which content type and length resonates with their audiences best. What's the value of content analytics or a service like Conviva? "Content creators in the traditional world still believe they know what viewers want," Feher said. "Content creators in the digital world are savvy enough to know to listen to audiences and then determine what viewers want." Content marketing and analytics reporting help companies create smarter strategies that reach users in ways that make them feel most comfortable. It's important marketers embrace content analytics across mediums, from written blog posts to social media content to video marketing clips, and allow audiences to determine brands' promotional directions. "Content creators in the traditional world still believe they know what viewers want," Feher said. "Content creators in the digital world are savvy enough to know to listen to audiences and then determine what viewers want." This data-driven approach is essential to effective content creative today. If brands expect to excel in the visual media realm of content marketing, it is imperative to have the resources in place to analyze viewer trends and quickly adapt to data in real-time. And that is a truism both Conviva and Brafton fully agree upon. Media files: shutterstock_88151002.jpg (image/jpeg, 0.2 MB)

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Brafton: LinkedIn makes lead gen and nurturing easier with Contacts feature

Brafton News Content Marketing

LinkedIn makes lead gen and nurturing easier with Contacts feature Apr 25th 2013, 17:35 ​LinkedIn is already the most influential professional-networking system online today. The service's social capabilities make it easy for businesses to connect with new, current and prospective customers in personable ways through friendly messages, mentions, endorsements and custom content sharing. To improve the power of LinkedIn connections, the company unveiled a new lead generation and nurturing feature called Contacts, which brings information from all over the web together in one place. LinkedIn Contacts will compile content from users' address books, email accounts and calendars to the social network. The feature will soon be available on both LinkedIn.com and its new mobile application. With contact information together in one place, businesses can develop content for LinkedIn marketing campaigns that continues conversations had elsewhere online and off. Webmarketing123's "State of Digital Marketing 2012" report shows that companies already generate leads and website conversions from LinkedIn. The newer features should help more B2Bs and B2Cs create social media marketing strategies that lead to higher profit margins. The source noted that 44 percent of B2Bs generated leads via LinkedIn last year, and 23 percent converted followers from the site. More, 21 percent of B2Cs fostered relationships with customers via the network, and 9 percent compelled connections to convert. Brands looking to grow their professional networks online and increase revenue from social media initiatives should take advantage of LinkedIn's arsenal of new features. From its new Contacts option to its SlideShare ads feature, companies can develop strong relationships with B2B and B2C audiences online. However, LinkedIn continues to show its increasing focus on branded content, so in order to thrive on the network, companies must focus on content creation for social campaigns. Media files: shutterstock_117166825.jpg (image/jpeg, 0.4 MB)

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Brafton: SEO content helps brands take advantage of rising ecommerce spend

Brafton News Content Marketing

SEO content helps brands take advantage of rising ecommerce spend Apr 25th 2013, 16:00 ​B2C brands use the internet to increase sales and bolster revenues streams. High-quality custom content can support sales, promotional events and seasonal trends, and fashion bloggers and companies have experienced this first hand. In eMarketer's recent "U.S. Retail Ecommerce: 2013 Forecast and Comparative Estimates" report, online apparel sales continue to show positive share gains of the U.S. online retail marketplace. ​Along with companies serving computer and consumer electronics ​ markets, apparel brands see the web as their most useful marketing space today. According to the source, U.S. retail ecommerce sales will total $259 billion by the end of 2013 - a year-over-year increase of 14.8 percent. More, digital sales are expected to rise 14 percent between 2012 and 2017, showing long-term benefits for brands marketing products online. Brafton recently reported on data that showed consumers will frequently shop and buy products from brands that provide them with positive customer experiences. Price might not always be a key factor in website conversions. Apparel and other B2C businesses using the web to drive sales should develop content marketing strategies that support and promote products, especially seasonal items. Content for SEO will catch the eyes of shoppers in SERPs and help inflate sales margins, especially when paired with quality customer care. Media files: shutterstock_108572156.jpg (image/jpeg, 0.6 MB)

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Brafton: What marketers can learn from AP’s hacked Twitter account

Brafton News Content Marketing

What marketers can learn from AP's hacked Twitter account Apr 24th 2013, 18:56 ​Twitter has become the fastest news distribution channel today, making it easy for businesses to get a message in front of customers and prospects in an instant. No one can deny that the social media network circulates headlines and news content faster than ever thought imaginable, and even more professionals would have never suspected Twitter members' willingness to connect with companies online. The average mobile Twitter users follows approximately 11 brands. More than 1 billion Tweets occur every 2.5 days. People use Twitter as a way to connect with their friends, family, favorite brands and news sources, making it one platform increasingly susceptible to cyber attacks. What happens when crooked web users infiltrate branded accounts and use companies' reach for bad? The world takes notice, and interprets false Tweets as facts. Yesterday, hackers gained access to the Associated Press' @AP Twitter account, sending out a string of fake Tweets about explosions at the White House. The Tweet read: "Breaking: Two explosions in the White House and Barack Obama is injured." At first glance, the Tweet seemed authentic. In fact, so many people assumed that the message was true that The Dow dropped about 150 points in a few minutes, sending the U.S. stock market into free fall. Of course, it recovered quickly after the Associated Press suspended its account and tweeted from its @APStylebook account about the hacking. The company published a news article to its website, saying, "The attack on AP's Twitter account and the AP Mobile Twitter account was preceded by phishing attempts on AP's corporate network." Clearly, someone wanted access to AP's professional network, and found that hacking into Twitter was the easiest method of operation. The correlation between one bad Tweet and dropping stocks shows that business revenue can be impacted by social messaging. This can have positive implications, but should brands live in fear of getting hacked? It's clear that Twitter has unveiled some amazing new features this year, from new Cards that help promote products in Tweets to keyword targeting tools for advertisers, but better security features have surprisingly lagged behind. Medium contributor Evan Hansen recently published an article that suggested Twitter roll out privacy features to further protect its growing user base. He notes that Twitter can't do much to protect against phishing, "but Twitter could do more than it has." Marketers who use Twitter to distribute social media content and engage with online audiences must be aware of hacking attacks like ones seen against AP, Burger King and NPR. More than anything, this incident shows Twitter's potential in driving economic gains (or losses) and reminds businesses they need a defined social strategy that involves careful brand monitoring. @AP shows a bad Tweet can turn customers away. Of course, don't overlook the true story behind this stock-market blunder - Twitter has some amazing power, doesn't it? Media files: The-Dow.png (image/png, 0.1 MB)

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