Brafton: Universal Analytics lets marketers tailor metrics for their own success

Brafton News Content Marketing

Universal Analytics lets marketers tailor metrics for their own success Oct 30th 2012, 19:47 On its Analytics blog, Google announced a new Universal Analytics capability that enables enterprise marketers and webmasters to customize metrics and integrate their cross-channel marketing data into the platform. According to the announcement, demand for more robust analysis of devices used to access a site and the rise of the multichannel conversion funnel inspired Universal Analytics' development. Using a new API from Google, marketers can set up Analytics to incorporate their relevant datasets into their dashboards . As such, companies can view detailed metrics based on consumer behavior on specific devices and various channels. Moreover, Mobile App Analytics is now integrated into Universal Analytics to help admins assess performance. The feature is being tested for Premium customers, but the new metrics remind marketers to think holistically about their campaign analysis. "[Integrated] measurement can help you deliver the best service, products, and experiences for your customers," Google says. Syncing data from different devices and web channels will help companies make more informed decisions in relation to consumers paths through a site. Traffic from social media marketing campaigns, for example, often results in leads and conversions. It's important for marketers to understand their goals when launching any web marketing strategy. Whether it's SEO, content marketing or PPC, identifying objectives is essential to measuring progress and making adjustments as needed. Earlier this year, Brafton highlighted a case study from Google that found one company increased paid search conversions by 37 percent after applying conclusions drawn from Analytics data. Media files: Analytics.png (image/png, 0 MB)

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Brafton: Busting the 15-second myth: Targeted (not timed) video marketing drives engagement

Brafton News Content Marketing

Busting the 15-second myth: Targeted (not timed) video marketing drives engagement Oct 30th 2012, 18:55 Identifying a clear target audience and understanding its motivations for buying are among the most important factors for a successful video content marketing campaign. According to a study from the Jun Group, a pre-roll question to learn more about a prospect for effective video targeting helped marketers boost engagement for video content by 13 percent. The report found users receiving a qualifying query before a video was served interacted with the sponsoring brand 3.94 percent of the time compared to 3.5 percent among those that did not receive a question. While a pre-screening question isn't feasible for every video marketer, the findings demonstrate the importance of understanding a target audience. Creating video content most likely to appeal to a prospects can keep them watching measurably longer, as well. Marketers often try to keep videos as short as possible, but the study suggests focusing on delivering relevant content of any reasonable length will likely increase engagement. According to the study, 87 percent of consumers who started watching a video longer than two minutes completed the clip. Marketers often try to keep videos as short as possible, but the study suggests focusing on delivering relevant content of any reasonable length will likely increase engagement. According to the study, 87 percent of consumers who started watching a video longer than two minutes completed the clip. Engagement, as far as clicking through to a site or social page, remained fairly steady for properly targeted video of all measured lengths. Clips of between 30 and 60 seconds received engagement 4.5 percent of the time, while those longer than 2 minutes saw a secondary action 3.72 percent of the time. In terms of the secondary actions, 31 percent of consumers clicked to a Facebook Page, 28 percent navigated to a company's site and 21 percent opted to watch the video again. The poll results suggest marketers pairing video with social media marketing and other channels succeed in moving consumers along conversion funnels. Hitting the right notes with video marketing requires careful strategic planning, but the effort helps brands appeal to users in a format they're consuming more frequently. Brafton recently highlighted data from comScore that found Americans watched more than 47 billion pieces of video content on the web in August. Media files: Video-Marketing.jpg (image/jpeg, 0.2 MB)

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Brafton: Multiscreen consumers average 21 local searches per week

Brafton News Content Marketing

Multiscreen consumers average 21 local searches per week Oct 30th 2012, 14:52 A report from YP and Street Fight found consumers who use smartphone and tablets along with a personal computer conduct an average of 21 local searches per week. PC-only users send about five local searches per week, and people relying on PCs and smartphones send about 13.5 queries each week. YP and Street fight polled 1,100 American adults and found 40 percent use local search every day. Whether it's finding information about nearby businesses or inquiring about product availability, consumers rely on local search to make their lives more efficient. "Local search is not only pervasive and growing, but also changing in ways that are important for consumers, businesses and the search industry," the report said. "With smartphones and tablets in hand, consumers are using mobile devices to search at work and school, on the go and even while watching TV." Marketers developing content marketing and SEO strategies can make adjustments to maximize visibility for local audiences. Ensuring location data is easily available and adjusting site content to include geo-friendly keywords are among the best ways to appeal to those seeking local content. B2C businesses see the most traffic and attention from nearby seachers, the study found. Grocers, hair salons and retail stores were among the most frequently searched for companies in the report. Making adjustments to a search marketing strategy to make it easy for nearby audiences to find a business is imperative for brands at this point. Search engines themselves are simplifying the local search experience for their users. For example, Brafton highlighted Google's Handwrite feature, which allows users to trace queries onto their smartphone or tablet to expedite the process of sending a query. Media files: local-seo.jpg (image/jpeg, 0.3 MB)

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Brafton: In defense of ghostwriting

Brafton News Content Marketing

In defense of ghostwriting Oct 29th 2012, 19:59 Ghostwriting - the act of publishing copy under someone else's name - is viewed with a measure of suspicion in certain quarters. According to the skeptics, there is something mildly disingenuous about hawking a book or a blog or an op-ed piece that wasn't cranked out verbatim by the person whose name appears as author. While I can understand the knee-jerk reaction, such concerns are misplaced. Ghostwriting: The acting of publishing copy under someone else's name. Alternatively, a method that allows stories to be told and messages to be delivered that otherwise wouldn't be conveyed. Let me explain why. Why do we need ghostwriters? Ghostwriting allows stories to be told and messages to be delivered that otherwise wouldn't be conveyed. Business executives, politicians and celebrities often don't have the time to write full-length copy at the frequency required for maximum impact. While not everyone can write so easily or well, that doesn't mean their stories and insights aren't worthy of circulation. In many cases, a good writer will articulate the credited author's experience or opinions in a more succinct and engaging way than the subject herself. The vast heritage of political speeches would be nowhere near so rich without the considerable talents of speechwriters, for example. How can I trust what I am reading if it wasn't written by the credited author? Simple. Quality ghostwriting requires an incredible amount of skill and research. To be able to modulate the voice and outlook of another person or organization is a talent. Think of other fields. The actor who plays an historical figure with great likeness receives the critics' plaudits. The tribute band that gets it right to the last detail wins musical acclaim. So it should go with the ghostwriter. But I know the actor isn't the person he is playing ... and the film subject's life was already written. Why does the listed author deserve recognition? What carves out ghostwriting in a category of its own is the special relationship between writer and author. A close working dynamic between the two is essential. In some instances, the ghostwriter will receive an outline text for crafting into shape. In other cases, the ghost will start the process from scratch and deliver the initial draft to the author for feedback and edits. A good ghostwriter will quickly know his client so well he can produce on-brief copy with great fluency. At the very least shouldn't I know that a ghostwriter was involved in the process? Sometimes the writer will receive a minor credit of some form. But not always. It can depend on the contractual relationship between the writer, the client and the publisher. Either way, the client remains at the head of the process and nothing should go to publication without her general consent. What if the client is unhappy with the published work? That's an avoidable situation. When a client puts her name - or the name of her business - to something she didn't write verbatim, she needs to have developed strong bonds of trust with her writer or writing team. Not all writers are made from the same cloth. It's essential the client feels comfortable with the skill and professionalism of the ghostwriter. A good writer will work hard to ensure his client is reassured about the overall process and the quality of the resulting work. What qualities should I look for in a writer? Someone with strong curiosity about the world around him, and a knack to understand the opinions and perspectives of other people, businesses and institutions. Someone who is patient, diligent, and motivated by the prospect of relaying events to the satisfaction of his client and to furthering his client's success. Someone who is happy to play behind the scenes on behalf of the people he represents. In many respects, writing is like any craft. We can appreciate a well-designed chair without needing to know the names of everyone involved in the chair's production. So it is with writing. With well-rendered copy, the structure and content of the piece will facilitate the delivery of the credited author's message as though it had been written by the subject herself. We recline, relax and away we read. Media files: shutterstock_94123525.jpg (image/jpeg, 0.4 MB)

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Brafton: Attn valued customers and readers: Hurricane Sandy hits Boston (Brafton headquarters)

Brafton News Content Marketing

Attn valued customers and readers: Hurricane Sandy hits Boston (Brafton headquarters) Oct 29th 2012, 18:29 To our valued customers and readers: Brafton's headquarter office in Boston is experiencing the early stages of Hurricane Sandy. Public officials have predicted power outages that could impact our East Coast team's content production, delivery and analytics reporting in the next week. Please know that we will be working to the best of our abilities to consistently deliver clients' campaigns and to share the latest content marketing updates with readers. "Frankestorm" has no impact on operations in our Chicago or San Francisco offices. We regret that there may be delays in Boston that are beyond our control. (We encourage clients to be in touch with account managers with questions.) To those customers and readers in the Northeast, we hope you safely weather the storm. For more on hurricane Sandy's progress, please follow trending news alerts or refer to Google's crisis map.  Media files: Picture-14-e1351535264809.png (image/png, 0.4 MB)

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Brafton: Internet marketing news roundup, October 29

Brafton News Content Marketing

Internet marketing news roundup, October 29 Oct 29th 2012, 16:02 As 2013 quickly approaches, marketers have a lot to consider. To successfully plan ahead to the new year, it's important to take a glance back at 2012. Thinking about what worked and how to squeeze the most marketing value into these final two months can influence the strategic direction companies take in the future. Studies and reports released last week demonstrate some of the broader trends in internet marketing for 2012, as well as strategies that will make or break performance during the holiday season.  Content marketing becomes more diverse The Content Marketing Institute and MarketingProfs unveiled a report analyzing content marketing in the B2B sector last week. Business-facing companies of all sizes across industries profess a commitment to content marketing that should make 2013 an interesting year. According to the study, 91 percent of responding companies currently use content marketing. It's clear that companies have adopted diverse strategies and formats for content marketing, but the goal of developing a broader presence on the web is quickly becoming the cornerstone of successful B2B brands. The data found that the average B2B company creates at least 12 different kinds of content. Content formats range from social media marketing posts and udpates to original research reports, and each element of an integrated strategy drives convertible traffic for these brands. Brafton reported that 87 percent of respondents currently use social media as part of their strategies, while 83 percent create articles for their websites. Email marketing, blogs and case studies are all present in at least 70 percent of custom content campaigns. B2B companies need to diversify their content to reach broader audiences as more employees play a role in purchase processes. Writing articles, sharing social content and developing case studies helps a brand satisfy informational needs to compel conversions among a range of prospects. Using multiple kinds of content not only attracts a diverse audience, but it demonstrates thought leadership and authority that makes a prospect want to work with a brand. Rapid rise of video  One of 2012's fastest growing content types is video marketing. According to the report, 70 percent of B2B brands now produce their own marketing videos. Brafton reported that video marketing's rapid adoption follows the general growth of the format on the web. Nearly 90 percent of American internet users stream video content every month, and the ways they interact with web videos multiply just as fast. Developing engaging video helps content marketers literally put a face and a voice to their brands, which can foster trust for companies. Broadening content marketing goals Working toward trust with content marketing requires steady production of new content that keeps prospects engaged, and consistency can also fuel other content marketing objectives. 79 percent say brand awareness is the top goal for their content strategies.  According to CMI and MarketingProfs, 79 percent of respondents said brand awareness is the top goal for their content strategies, 74 percent pointed to customer acquisition and 71 percent said lead generation. Other frequently cited goals include thought leadership, engagement and greater website traffic. No single type of content can achieve marketers' wide-ranging campaign objectives. Moreover, beyond content formats, integrated content marketing includes a series of factors, such as content production, SEO, effective social marketing distribution and conversion optimization, to drive traffic, awareness and leads. Analytics are essential to understanding where brands win with content and how to drive further web marketing success. B2B social marketing trends For B2B brands, social media marketing has often proven one of the more difficult content channels to gauge.However, it appears business-facing companies have found value with multi-platform social campaigns, using different networks much like they rely on varying content types. Whether it's Facebook, LinkedIn or Twitter, each speak to different prospects and allows companies show off content and interact with fans and followers. Facebook, Twitter and LinkedIn ranked as the top three networks. In the previous two surveys, Twitter finished in the top spot, but LinkedIn took No. 1 in 2012, with 83 percent of respondents using the platform. Facebook goes 'global' The report from CMI and MarketingProfs found 80 percent of B2B brands use Facebook to connect with prospects, customers and other brands. Add in the countless B2C companies marketing on the platform, and it's clear a Facebook presence has become a competitive necessity for companies on the web. For many brands, Facebook's Page structure provides optimum exposure and helps drive relevant traffic consistently. However, global brands may have experienced problems related to managing Pages in multiple languages and sharing content appropriate for different regions. With this in mind, Facebook unveiled a new Global Pages framework last week. While the feature is currently only available to select partners, its benefits could be massive for companies with presences around the world. The technology automatically translates parts of the Page to the appropriate language and updates Milestones or cover photos according to what's hot in a specific area. Kelly Winter, product marketing manager for the social media giant, reported that users will be directed to the Page most likely to suit them. Brafton highlighted comments from Winters that suggest Facebook will explain the feature more as the end of 2012 approaches. The social media marketing landscape is dynamic enough to constantly keep marketers on their toes. Pinterest among top 50 websites Pinterest's continued growth is evidence of social marketing's dynamic nature. ComScore's monthly analysis of top web properties revealed the platform has emerged as one of the top-performing sites. For the first time, Pinterest ranked among the top 50 web properties, checking in at No. 50 in September. The usual leaders included Google, Yahoo and Microsoft sites, as well as Facebook. Throughout 2012, Brafton has highlighted studies that demonstrate Pinterest's appeal to brands relying on ecommerce. Others can certainly benefit, but the visual-heavy site lends itself well to showing off different products. As the holidays approach, new trends related to Pinterest's value for ecommerce will likely emerge as brands find creative ways to showcase their products.   As October ends, the holiday shopping season will pick up quickly, and the ways marketers leverage social platforms and other strategies may ultimately decide their success to end the year. Either way, it will certainly be interesting to see innovative new campaigns and the way consumers interact with them. Marketers might get last-minute ideas for 2012 or strategic insights for 2013 at the upcoming ad:tech New York conference. Stay tuned. Media files: Picture-11.png (image/png, 0.1 MB)

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Brafton: Moms check social media when buying for their children, themselves

Brafton News Content Marketing

Moms check social media when buying for their children, themselves Oct 26th 2012, 21:29 Marketers for companies developing products and services for children have the difficult task of appealing to children and reassuring parents. Products have to offer strong value and safety for parents to buy them, and the web has offered businesses a chance to demonstrate benefits to these target audiences. According to a report from Child's Play Communications, 92 percent of mothers using social media decide for or against purchases based on comments they see on these platforms. Whether it's a recommendation from a friend or a review shared by a brand, social content helps companies appeal to their target audiences. Moreover, mothers have expanded their social media reliance in 2012, trying new platforms or investing more time in others. Sixty-three percent of respondents said they tried Pinterest for the first time this year, and 28 percent reported that Instagram will likely be next. While Facebook and Twitter use remain strong, 64 percent said they spend less time on the former, and 33 percent tweeted less frequently. Blog content marketing may offer the most value for brands, as 80 percent of respondents said these posts have impacted a decision. "The study results underscores how mom's immersion in social media has dramatically changed their purchasing behavior," Stephanie Azzarone, president of Child's Play Communications, said in a release. "Alongside recommendations from family and friends, it is the most valuable tool for companies that want to market to mothers." Earlier this year, Brafton highlighted a similar study from BlogHer that found increased focus on branded social content among mothers was essentially a natural progression for the demographic. Many new mothers lose time to keep in touch with friends and family due to their new responsibility, and they turn to social media to communicate with their loved ones. However, social media has also helped new mothers and women in general find new items to buy for themselves. According to the Integer Group, private label brands have become more appealing to women as these companies have been more aggressive in speaking to consumers' identities. Much of this has come on the internet, with brands launching content marketing and social strategies that convey a sense of trust for women. Certain verticals, such as health, beauty and home goods, remain heavily slanted toward well-known companies. Media files: Social-marketing.jpg (image/jpeg, 0.2 MB)

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