Brafton: Brands are sharing visual content and consumers like it [study]

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Brands are sharing visual content and consumers like it [study] Oct 31st 2013, 19:54, by Lauren Kaye Not every marketing team has internal wordsmiths, photographers or graphic design geniuses. This explains why Brafton found visual and written content are some of the top formats outsourced to external content marketing professionals. It will become even more important for brands to deliver visual content in real-time because the web marketing world is tilting toward eye-catching formats, and a recent Simply Measured study proves consumers pay attention to their custom content. Around 70 percent of brands are now using Instagram to share digital content and connect with target audiences. The adoption rate has been so rapid that Simply Measured asserts companies' Instagram use is on par with Pinterest (used by 74 percent of brands) and Google+ (used by 73 percent of brands). Not only are brands sharing pictures on the site, but users are engaging with them. Simply Measured found brands' posts received 350 percent more likes and comments this year than last. This comes as a vote of confidence for marketers who may have approached new networks with caution, unsure whether their brand messages would be seen as spammy on sites where commercial opportunities have yet to be tapped. Brands' posts received 350 percent more likes and comments on Instagram this year than last. It's crucial that companies are careful about the images they share because Instagram have high expectations for pictures that show up in their newsfeeds. More importantly, they aren't as impressed with marketers' ability to apply creative filters as they are with the merit of the images themselves. Around 70 percent of the content users liked were filter free, meaning only 30 percent were tweaked to give the images a special effect. However, companies are wasting their time and resources if they are only producing digital content to share. A key ingredient to social marketing ROI is interaction, which means marketers or strategists must invite followers to participate and acknowledge the results. A recent Pew Internet & American Life Project report found 54 percent of consumers have posted original photos on the web. That's fresh material to start conversations that can turn into conversions, if marketers are quick on their feet and strategic with their responses. Media files: Instagram_Icon_Medium.png (image/png, 0 MB)

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Brafton: A guide to 18 new Google+ features

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A guide to 18 new Google+ features Oct 31st 2013, 15:58, by Lauren Kaye Brafton recently revealed that of all social networks, Google+ drives the least referral traffic to companies' online content, but that hasn't stopped Google from adding new features to improve its social platform. The updates could potentially attract new user demographics that are heavily involved in digital content curation, as they are aimed at enhancing visual sharing features, from Hangouts and photo effects to videos. These features were unveiled at a recent G+ event (and then outlined in an Official Blog post). It's becoming clear marketers can gain SEO benefits via active Google+ participation (e.g. faster web content crawling), but there would be much more at stake if the network successfully garners the support of larger consumer audiences. Without further ado, the new G+ features: For Hangouts: 1. Location sharing, which enables participants to send maps of their locations in real-time. 2. SMS sharing, so users can send and receive texts without switching applications. 3. Animated GIFs that display and play in-line. 4. Scheduled Hangouts On Air to help broadcasters plan and promote live, streaming events. 5. Dedicated watch pages for live events. 6. Control rooms that allow moderators to mute or eject participants during live events. 7. Full-screen video calling on mobile and desktop devices. 8. Automatic webcam lighting enhancements to fix lighting issues for better presentations. For photos: 9. Full-size backups for photos taken on iOS devices. 10. Full-size background sync for photos taken on iOS devices. 11. Photo search by subject, allowing users to find images of "sunsets," "rainbows" or "Virginia Tech" because Google+ can recognize objects in photos. 12. Dial up or down auto enhancements to customize auto fixes applied to photos uploaded into G+. 13. Album exemption allows users to skip certain photo folders for auto enhancement if they are using another photo editor. 14. HDR Scape filter to edit photos on the go. 15. Analog Efex Pro is a paid program that makes seamless photo enhancements. 16. Action applies a strobe light effect to series of still photos. 17. Eraser can identify and remove background images. For videos: 18. Movie automatically allows users to turn photos, videos and music into customized digital films with visual effects and transition. Assuming that Google+ manages to captivate untapped audiences with these new features, marketers may want to start paying more attention to the conversations taking place across the platform. So far, the majority of brands have approached G+ tepidly, opting to invest in more popular (yet saturated) channels like Facebook. However, the search engine-owned network grows, businesses will need to figure out whether their prospects actively use it and how it can be leveraged to share web content and deliver effective brand messaging. This seems to be working already, according to Brafton's coverage of a simultaneous announcement from Google revealing the site's membership is rapidly growing. Media files: New-G -features.png (image/png, 0.1 MB)

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Brafton: G+ now has 300 million followers, but how active are they?

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G+ now has 300 million followers, but how active are they? Oct 30th 2013, 19:49, by Lauren Kaye Google+ has always been a bit of a mystery when it comes to social media marketing power. Given Google's stakes in the network's success, it seems natural to assume that it's in brands' best interests to develop strong presences on the site. Yet, G+ has struggled to earn brands' and social media users' adoration despite the search engine's best efforts to push the platform to prominence. At a recent event announcing 18 new features, reps from the site revealed the network is rapidly growing. There are now "540 million people active across Google each month, [with] 300 million people active in just the stream and more than 1.5 billion photos uploaded every week," Senior Vice President Vic Gundotra wrote in a post for the Official Google Blog. As impressive as these numbers appear, Google+ membership figures are often contested because the search engine includes people who visit any Google property, including YouTube, Google News and Maps. Marketers should pay more attention to the 300 million stream users because it represents the number of people who actually log into Google+ and engage with people or brands. For now, it seems that brands' success with the network depends on the demographics they target. Some communities (like tech) thrive on G+, and members advocate the network's ability to organize information. However, businesses may see less traction when aiming to reach target audiences comprised of Google+ laggards. (Think of these people who are still attached to other go-to networks, but are in an exploratory phase with G+). While these demographics may not yet be actively reading and sharing brand content, they migh Media files: blackbubbles_googleplus.jpg (image/jpeg, 0 MB)

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Brafton: Just to be clear: More pages do not inherently mean higher rankings in search

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Just to be clear: More pages do not inherently mean higher rankings in search Oct 30th 2013, 14:22, by Lauren Kaye There are innumerable myths cycling through the search marketing community that lead brands to believe they can earn page one rankings by using certain tactics. One misconception is that bigger websites with more pages always rank higher in search results - an idea that Search Engineer Matt Cutts disputed in the latest Google Webmaster Help Channel video. "Just having the number of pages doesn't give you a boost though. It might give you a few more opportunities, but normally the only reason you get that opportunity is because we see more links to your website and are willing to crawl a little bit deeper and find more pages to index," he said. Just to be crystal clear, Cutts listed some reasons why larger sites don't automatically take higher positions in SERPs, versus some factors that can improve ranking signals. Things that don't help search rankings:  Having a big website with a lot of pages. Things that do help search rankings:  Having a website with a lot of links leading to online content.  Having a website with lots of pages with more PageRank.  Having a website with more pages optimized for different keywords that can rank in search. While adding new pages in and of itself won't help web content rank better, it can add SEO value over time if these pages improve user experience. While adding new pages in and of itself won't help web content rank better, it can add SEO value over time if these pages improve user experience. For instance, internet users might find it easier to find the information they want when a company creates new landing pages for its popular products and services. Similarly, consistent blog posts that provide updates or resources to address customers' ongoing needs can add value. As visitors stay on the site longer and reference it through social shares, Google's search crawlers take notice and give the domain more exposure on the web. Google's agenda seems focused on search experience optimization, and there is a growing body of evidence to support this idea. Tactics used get ahead on the web, such as adding pages or using certain coding tricks to trick search crawlers, won't work in the future. Marketers who want to dominate SERPs in the future must change their mindset and think about the value they add to the 'net. Media files: Marketers-need-more-online-content.jpg (image/jpeg, 0.2 MB)

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Brafton: Is Google going back on its word about promotional content?

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Is Google going back on its word about promotional content? Oct 29th 2013, 18:59, by Lauren Kaye Google asserts itself as a provider of highly relevant and transparent search results, a position that search marketers found steadfast as the engine continuously delivered in-demand answers without frills. However, the search engine marketing community noticed that Google recently tested a new banner ad display, which seemingly calls its credo into question. The recent test displayed a Southwest.com banner ad spanning the top of results pages when users performed a query for Southwest airlines. Marked with a "sponsored" tag at the header, the paid ad features an image of a plane above links to the company's website and popular landing pages. "Yes, the image ad takes up virtually the whole entire top of the screen," Search Engine Roundtable's Barry Schwartz wrote in response to the ad. He then directs readers to an official Google statement back from 2005. "There will be no banner ads on the Google homepage or web search results pages. There will not be crazy, flashy, graphical doodads flying and popping up all over the Google site. Ever," Melissa Mayer stated. Her comment was in response to concerns that a Google/ AOL partnership would create a bias toward AOL's promotional content. "Yes, the image ad takes up virtually the whole entire top of the screen." - Barry Schwartz Taken alone, the Southwest ad might seem like a blip in Google's usual devotion to high-quality organic content, and its consistent method of displaying ads. But when combined with other speculation that Google's new mobile user interface also prioritizes paid ads over natural results, there may be cause for concern if the site displays sponsored messages with greater prominence. In the case that organic content is pushed below the fold in SERPs, brand marketers will need to become increasingly competitive with their SEO strategies. It's always wise to diversify and companies that create well-balanced approaches to content marketing and PPC may have an advantage should results pages take a turn for the promotional. There is also the chance that this test is just that, an experiment that will not impact search results in the future. However, marketers are smart to pay attention to updates in case they signal more significant changes down the road. Media files: Southwest-brand-content.png (image/png, 0.2 MB)

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Brafton: Local marketing win: Uber sez you can has kittens

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Local marketing win: Uber sez you can has kittens Oct 29th 2013, 15:55, by Lauren Kaye Think you have a great local marketing campaign? Prepare to be blown out of the water by a powerful partnership between Uber, an on-demand taxi service gained advocacy with its use of mobile tech, and Cheezburger, the popular internet meme site made famous by its grammatically incorrect kitten pictures. These players have created a local, mobile marketing strategy that pledges to bring Seattle, New York City and San Francisco residents kittens for 15 minutes of playtime to celebrate National Cat Day. Users can "summon kittens" through Uber app That's right. Mobile-device owners in those cities can use the Uber app between 11 a.m. and 4 p.m.on October 29 to "summon kittens" to their locations as a Tuesday pick-me-up, or to test-drive cat ownership. The temporary cat-delivery service costs $20, a fee that goes to local animal shelters, and smitten participants can even discuss adoption choices with shelter representatives if they want to keep their furry companions. But, there's more! A request for kittens even comes with cupcakes from the Ace of Cakes bakery. Uber encourages people to post playdate photos or video content on social networks using the hashtag #ICanHasUberKittens. This promotion is a genius smorgasbord of internet trends that should make marketers jealous. It plays into consumers' love of mobile technology, giving participants on-demand access to something they want, and capitalizes on the huge "LOLcat" phenomenon. As viral as they may be, cat photors are rarely appropriate in corporate campaigns, but Uber skillfully oversteps this challenge by blending its core offerings - instant gratification and convenience in transportation - with Americans' love for cats. More, the company manages to do this in an altruistic way that benefits local communities and takes advantage of a timely event. Did I mention that participants don't even have to worry about scrounging up the cash or swiping their cards to get some cat time? Uber will handle the donations via seamless mobile transactions using payment information entered during the mobile application download process. It couldn't get any more painless than that. And you can bet that consumers will remember the easy exchange the next time they need a ride. Make mobile and local work for your brand This campaign serves a lesson for marketers about the potential in mobile and local marketing. It challenges agile brands to think outside the box and connect unexpected dots that enchant target audiences and inspire brand advocacy. New technology and platforms open the door to fresh strategies for companies willing to recognize prime opportunities. Read about other inspiring content marketing campaigns: Don't trick or treat, pin to win! How an ecommerce Pinterest contest drove results Successful auto video marketing breaks the 'car salesman' stereotype Four winning sports social media marketing campaigns you can learn from Media files: Uber-cat-promotion.png (image/png, 0.2 MB)

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Brafton: Pinterest cracks down on contests to maintain content marketing merit

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Pinterest cracks down on contests to maintain content marketing merit Oct 28th 2013, 19:57, by Lauren Kaye Pinterest and B2C marketing are a match made in heaven if brands find a way to display their products and services in an inspiring way. However, marketers may not necessarily see engagement spike simply by creating a company Page on Pinterest and populating it with pretty pictures. To move the ROI needle, many businesses launch contests that ask followers to create boards and Pin images around a certain theme like spring fashion trends or Halloween makeup ideas. However, Pinterest recently announced new guidelines that suggest companies are using spammy practices to get ahead at followers' expense. New rule: Don't obstruct authenticity Worried that some brands create campaigns to twist participants' arms into sharing proprietary pictures and artificially stoke engagement, Pinterest updated its Acceptable Use Policy regarding contests. The Pinterest for Business Page outlines the revisions, which challenge marketers to discontinue any promotions that are purely self-serving and do not enhance users' experience on the site. Moving forward, Pinterest will be on the lookout for - and prohibit - contests that: - Require participants to meet a minimum number of Pins - Restrict eligible social content to only branded Pins (or any other limited selection, for that matter) - Ask participants to vote with Pins, likes or boards - Demand participants pin the contest rules - Ask people to comment or engage in any other forced behavior that isn't genuine participation - Use Pins, boards, likes or follow requests as sweepstakes entries - Suggest Pinterest supports or endorses the campaign These updates force marketers to rethink the motivations behind their Pinterest strategies. A contest can be an effective tactic to boost follower counts and help brands secure more leads, but promotional tactics may not be a sustainable source of ROI if users aren't the ultimate beneficiaries. Pinterest juggles brands and users' best interests Although Pinterest recently introduced sponsored ads to its platform and seems to want to tap into its commercial potential, it balances those ambitions with its identity as a forum for sharing inspiring, informative or eye-catching images. For instance, users now receive email notifications when companies lower the prices of products they have pinned. However, brands are warned to maintain the visual integrity of any product image they share. To walk the fine line between promoting products and authentic sharing, Pinterest may continue to patrol brands' participation and crack down on practices that go against this standard. Media files: Pinterest-social-marketing-e1374067745238.jpg (image/jpeg, 0 MB)

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Brafton: Branded social video marketing DOES catch clicks [data]

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Branded social video marketing DOES catch clicks [data] Oct 28th 2013, 17:55, by Lauren Kaye Marketers know their target audiences use up-and-coming social networks like Instagram, Vine and Snapchat. (If any of that is news, read more about the rise of Instagram video and its battle with Vine.) Membership counts are still climbing, which means there are growing pools of untapped prospects. However, marketers may be moving forward with caution, worried their brand content won't be welcome on the sites that primarily host to user-generated visuals. Data recently published by Unruly debunks this idea, proving there is a place for entertaining social media marketing on new platforms and that users are embracing it. According to Unruly, brands were behind 40 percent of 1,000 videos that received the most shares on Instagram last month. While most of the companies scoring clicks and prospects have an entertainment focus, creative marketers across industries should use this as inspiration (and motivation) to determine how their core offerings can be presented through video content. Campaigns advised by social listening, revised around results and positioned to captivate viewers can elicits the same degree of interest and engagement as those already being created by sectors that are a shoe-in for video marketing success. There were over 80 companies included in the group of Unruly's top performers, with the Peanuts' Snoopygram video earning the most shares (26,962 between the October 9, 2013 and September 9, 2013 reporting period). Other brands that earned high volumes of shares include EA Sport's FIFA 14 with 16,499 shares and HBO, which received 15,376 shares for its videos promoting the TV show, Girls. General Electric, Red Bull, Disney, Nike and BMW were also among the top 80. Rather than displacing user-generated content on the social sharing sites, Unruly's Phil Townend sees that brand collateral enhancing the landscape - assuming it's just as, or more entertaining, than organic posts. "By engaging consumers in their native environments across today's complex and fragmented media landscape … brands can maximize the effectiveness of their content marketing strategies to drive sharing and ultimately increase their market share," Townend added. However, social video marketing success is not a guarantee. Brands must carefully craft videos that ring true to each platform's genre if they're to be accepted, embraced and shared by consumers. Marketers should note what top performing brands do best - entertain their audiences - and figure out how their products and services can be presented in highly engaging ways. Media files: video-content-receives-clicks.jpg (image/jpeg, 0.2 MB)

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Brafton: Is content marketing more like journalism, or the other way around?

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Is content marketing more like journalism, or the other way around? Oct 28th 2013, 13:30, by Lauren Kaye Hi, Lauren Kaye, here, with this week's Content & Coffee with Brafton. Would you be surprised if I told you that the world of traditional journalism and digital marketing are no longer at odds? That, as a matter of fact, they appear to be moving in the same direction? Click play to watch the video, or read the full text below. [sublimevideo poster="http://cdn.brafton.com/wp-content/uploads/2013/10/Content-Coffee-II-10.28.png" src2="(hd) http://videocontent.brafton.com/b9cc69a148bd9f4d/video/custom/mp4/791-2.mp4" src3=" http://videocontent.brafton.com/b9cc69a148bd9f4d/video/custom/mp4/791-2.mp4" src5="(hd)http://videocontent.brafton.com/b9cc69a148bd9f4d/video/custom/ogg/791-3.ogg" width="" height=""] Don't take my word for it. Just this week, Google launched Media Tools, a new platform that simplifies online publication. It gives journalists the resources they need to research topics and publish content, engage audiences and measure performance through analytics reports. Basically, it's a one-stop-shop for writers who want to turn an idea into an online news story. But that's just scratching the surface of the potential of Media Tools. It also brings in new functions that can help writers optimize text for web readers. I'm talking engagement, because consumers want dynamic content. There are charts for demonstrating data, maps that track trends and one-click access to social networks for sharing. Now that Google's announced this new suite of tools, we asked ourselves: Is content marketing becoming more like journalism, or is it the other way around? Consider the fact that Google is packaging these tools for journalists, but they are programs that marketers use on a daily basis - we hope. At Brafton, we've always touted the benefits of brand journalism. We think marketers stand to gain a lot by following Google Trends and covering industry news to build SERP presence and earn loyal readers. The 'net has given marketers access to the same tools journalists need to write compelling stories. And savvy brands will pick those tools up and use them to their advantage, appealing to broader audiences and giving visitors a reason to return to their sites time and time again - timely and authoritative updates. Catch you next week, and happy content marketing! Media files: Content-Coffee-II-10.28.png (image/png, 0.3 MB)

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Brafton: Everything’s coming up brand ads (on the web)

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Everything's coming up brand ads (on the web) Oct 25th 2013, 19:08, by Lauren Kaye Promotional ads have generally been the bane of internet users' existence, popping up as windows load and hovering over the content they really want to see. But thanks to visually focused sites like Instagram and Pinterest, we may be on the verge of a new era of ads in which consumers don't mind - and maybe even like - the web content brands pay to promote. Marketers must consider how this evolution will impact their campaigns. On one hand, it could significantly improve ROI if the ads truly appeal to target audiences. However, it also means brands will need to ensure their paid content is of the highest caliber. In this new era, marketers must approach sponsored campaigns with the same skeptical eye they take to organic efforts, wherein quality is the only way to win visibility and clicks. Instagram advertisers = amateur photographers Instagram recently announced it will display sponsored ads in search results, and users are now seeing the first round of brand content. Levis is one of the pioneers, with an image of two people looking out of a train at sunset. The ad is clearly labeled "sponsored" and features the Levis logo in the header as well as a caption and relevant hashtags underneath the image. Noticeably missing from the picture are blatantly branded images. That is, the subjects aren't wearing attire that bears the company name, nor are their clothes the focus on the photo. Instead, the sponsored content stays true to Instagram's social network identity - it is sincerely a striking visual. Picture-perfect Pinterest ads Instagram isn't the only image-centric network that's looking to capitalize on commercial opportunities. Brafton covered the initial round of sponsored ads that went live on the Pinterest. The site made a promise to keep all paid posts in line with users' expectations for beautiful and idea-inspiring images as a way to ensure the ads don't disrupt on-site experiences. Marketers will need to ask themselves: "Does this image convey the brand's distinct identity without appearing branded at all?" To be successful on Pinterest, Instagram and other social networks, marketers must consider the custom content they share with great discretion. Moving forward, they will be asking themselves more complex questions when creating digital strategies, like "Does this image convey the brand's distinct identity without appearing branded at all?" "Does it encourage viewers to buy naturally?" and "Does it offer some sort of value in the form of entertainment, education or inspiration?" Although challenging at first, this mindshift stands to improve the internet landscape and help brands garner stronger ROI. By creating digital content that consumers want to see, rather than tolerate in the gutters of newsfeeds and SERPs, companies can spark the kind of interest that translates to brand advocacy. Media files: Paid-ads-are-cropping-up-across-the-wbe.jpg (image/jpeg, 0.4 MB)

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Brafton: Is your YouTube Channel worth a subscription fee? Time to step it up

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Is your YouTube Channel worth a subscription fee? Time to step it up Oct 25th 2013, 15:00, by Lauren Kaye Video content is one of the fastest growing formats of online advertising, and the marketplace is becoming more competitive. Where it was once enough for marketers to create branded videos and publish them on YouTube, they must now take their streaming media strategies to the next level of engagement. As consumers' expectations heighten, marketers must also raise the bar for video content and YouTube is helping brands capitalize on their efforts. Brafton originally covered YouTube's May announcement about subscription-based channels, which will charge viewers 99 cents to watch clips from their favorite video creators. Although this opportunity was first extended to a select group of brands including Sesame Street and The Professional Golf Association, it has now been extended to any account with more than 10,000 subscribers. U.S. consumers are sharing twice as many videos in 2013 than than they were four years ago. It's still up for debate whether charging viewers to watch YouTube videos will help brand marketers foster viewer loyalty or alienate internet users unwilling to pay for digital content. Yet, the shift toward a freemium model, in which consumers are drawn in with complimentary content and then prompted to pay for higher-quality collateral, speaks toward the general direction video marketing is headed. Brands must become more sophisticated in their approach, carefully considering analytics reports to determine the ideal length and subject matter of clips. The payoff is growing for marketers who manage to strike the right balance with video content. Brafton recently covered a Pew Internet & American Life Project report, which found U.S. consumers are sharing twice as many videos in 2013 than than they were four years ago, which means highly effective brands don't have to do as much in the way of promoting their collateral in order to drive results. Media files: Subscription-fee-for-video-content.jpg (image/jpeg, 0.5 MB)

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Brafton: Content writing and design: Most likely to trip up marketers

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Content writing and design: Most likely to trip up marketers Oct 25th 2013, 13:30, by Lauren Kaye Marketers are strategic and savvy. They spot opportunities and determine how to execute campaigns that keep their brands ahead of the curve. However, marketers on both the B2B and B2C side seem to struggle with the actual production of digital content at scale, according to recent reports from The Content Marketing Institute's 2014 Trends Report. Marketers have a case of writer's block Around 63 percent of B2C marketers are most likely to outsource writing over any other content creation task like editing, distribution and analytics measurement. Time constraints are often the culprit, as 57 percent say they don't have enough hours in the day to carry out campaigns, but experience is another stumbling block. More than half (51 percent) admit they struggle to produce brand content that engages readers. B2B marketers seem to be slightly less adept at content, as 64 percent list writing as the function they outsource most often. More B2Bs than B2Cs - 69 percent - say they don't have enough time to write, but they have a better handle on readers' expectations than their consumer-facing marketing counterparts. Only 47 percent say it's a challenge to create content that engages audiences. ... and no eye for design? Writing isn't the only arena in which marketers feel they need a little assistance. Design was the task that both B2C and B2B marketers said they outsource second-most often, 41 percent and 54 percent, respectively. This goes along a recent Brafton article, which found videos and graphics were the most-often outsourced types of content, but it contradicts the idea that writing reigns are handed over most frequently. Visual content, once used to supplement written marketing collateral, is coming to the forefront of strategies because internet users seek (and love) interactive formats. As brands bring graphics and videos into their regular production cycles, they may need to recruit more in-house help or outsource design duties to larger agencies. There's no longer a doubt in marketers' minds that content is the lifeblood of their web presences and SEO success, but they aren't always prepared to execute a sophisticated editorial calendar of multimedia formats. This is often the tipping point at which it makes sense to enlist in the help of outsourced teams, so marketers can stick to their strengths. Media files: Design-and-writing-are-content-marketing-stumbling-blocks.jpg (image/jpeg, 0.2 MB)

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