Brafton: Imgur makes platform more social with curated gallery

Brafton News Content Marketing

Imgur makes platform more social with curated gallery Oct 26th 2012, 18:54 For the most part, people use Imgur to share visual content on other social networks or websites. Whether it's Twitter or Reddit, Imgur is a popular social photo-sharing platform, but the company recently announced further capability. Users can now upload images to the sites and interact with the content. Moreover, users can sort images by virality and other categories, as well as view different galleries based on popularity and freshness. For the most part, Imgur's value to both consumers and brands is as a host for visual social media marketing content. However, adding new metrics for sorting and browsing photos could help some campaigns stand out when they develop valuable, engaging content. Visual content is an increasingly important element of social media marketing, as consumers enjoy interacting with and sharing images. Other kinds of visuals hot on social include infographics and videos that have both become more frequently included in content marketing strategies. Earlier this year, Brafton highlighted a report from Diffbot which found that images are the most frequently shared links on Twitter. Analyzing Tweets from a 24-hour period, Diffbot revealed that 36 percent of shared content included images. Media files: Imgur.png (image/png, 0 MB)

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Brafton: Suggested Posts help brands reach new Facebook prospects

Brafton News Content Marketing

Suggested Posts help brands reach new Facebook prospects Oct 26th 2012, 16:43 Internet Retailer recently reported that Facebook is currently testing a new ad format, directly inserting Suggested Posts on users' news feeds. Unlike Sponsored Posts, which are only visible to a brand's fans, Suggested Posts targets users without a clear connection to a company. While some may view this as nothing more than an irrelevant ad, Facebook's placement of this content in news feeds has helped generate more clicks for companies. Earlier this year, data from Marin Software found clickthrough rates for paid content grew by 20 percent after the launch of Sponsored Posts. The ads are not only more relevant because users Liked the brand, but marketers have developed more relevant content to appeal to their fans. Aside from the strategic elements, these ads generate more visibility because of their placement. Users are more likely to view them in the middle of the web page, rather than in the right sidebar like most Facebook paid content. Social media marketing strategies require frequent updates and engaging content. However, it's similarly important to share relevant articles, infographics and other information with users choosing to click through to a website. Developing a successful Facebook marketing strategy helps businesses appeal to a larger audience. In fact, the user base of the social network continues to grow rapidly. Brafton recently reported that Facebook has surpassed the 1 billion-user mark.   Media files: Facebook-Logo.png (image/png, 0 MB)

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Brafton: LinkedIn tops in increasingly competitive B2B social media marketing landscape

Brafton News Content Marketing

LinkedIn tops in increasingly competitive B2B social media marketing landscape Oct 26th 2012, 14:50 In 2012, LinkedIn has aggressively overhauled its profiles and Company Pages to make the platform more engaging. Visual content received a lift with larger images and a a cover photo to help brands display their personalities more effectively. According to a report from the Content Marketing Institute and MarketingProfs, B2B companies have taken notice, and made LinkedIn a greater part of their social media marketing strategies. The study found that 83 percent of B2B brands maintain presences on LinkedIn, compared to 71 percent that did in 2011. The figure represents the highest adoption rate of any social network included in the study. Twitter occupied the top spot in each of the last two surveys. Last year, the microblogging platform registered with 74 percent of respondents. Its 80 percent this year suggests continued growth as a B2B marketing tool, but LinkedIn's ability to attract new employees and win new customers makes it especially attractive for marketers. According to the report, other social networks have made marked improvements in B2B adoption as well. The study found that Google+ saw the most substantial gains this year. The poll for 2011 pegged the platform at 13 percent adoption, compared with 39 percent in the 2012 edition. Pinterest and Vimeo were not part of last year's survey, but they registered with 26 percent and 12 percent of respondents for 2012. Brafton recently reported that Pinterest's value in the B2C space continues to grow, with more than 70 percent of respondents to a BizRate poll saying they use Pinterest to get ideas for purchases in fashion, home goods and related fields. B2B brands may not see the direct benefits of a Pinterest presence, because many consumer-facing companies make sales after followers click links. However, Pinterest can help companies, especially those with strong visual content, appeal to prospects more effectively. B2B content marketing campaigns that include infographics may see even more traffic and visibility on Pinterest as a result of its highly visual platform. Brafton recently cited a report from IDG Enterprise that found B2B technology companies adopted infographics aggressively this year. CMI's study found infographics ranked behind video, research reports, mobile content and other content types in growth. Media files: blackbubbles_linkedin.jpg (image/jpeg, 0 MB)

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Brafton: Robust web presence attracts consumers during holiday season

Brafton News Content Marketing

Robust web presence attracts consumers during holiday season Oct 26th 2012, 13:48 A report from PriceGrabber suggests that consumers want to spend less time at stores this holiday season. These shoppers aren't necessarily spending less money or buying fewer gifts - they're merely shifting their presence to the web. Whether they access a site on a smartphone or a desktop PC, respondents said they want to learn about and purchase new products without waiting in lines. Fifty-seven percent of respondents said they plan to make between one and five trips to brick-and-mortar locations for holiday shopping. Finding a way to reach these shoppers through the web can help marketers drive sales during a busy season. Part of the appeal of shopping online is taking advantage of sales and other offers. However, consumers also enjoy learning about the items they plan to purchase. "Instead of clipping coupons, shoppers are scouring the internet and turning to their mobile devices to find the best deals," Rojeh Avanesian, vice president of marketing and analytics for PriceGrabber, said in a release. Content marketing strategies that include seasonal elements help websites drive more relevant traffic. Moreover, it's increasingly important for sites to attract their target audiences on the web. Brafton reported recently that 33 percent of consumers said they will conduct all of their holiday shopping online this year.  Media files: x_0_0_0_0_7074672_300.jpg (image/jpeg, 0 MB)

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Brafton: Pinterest cracks top 50 web properties, ecommerce brands should take note

Brafton News Content Marketing

Pinterest cracks top 50 web properties, ecommerce brands should take note Oct 25th 2012, 19:28 For ecommerce brands, comScore's most recent edition of its top 50 web properties suggests that Pinterest is a crucial part of a social media marketing strategy. According to the study, Pinterest is the 50th most frequently visited site by American users. Its inclusion on the list marks the first time the social network has cracked the top 50. Brafton recently highlighted data from BizRate that found Pinterest users actively consume branded content on the site. In fact, 70 percent said use they're seeking inspiration for their latest purchases on the site. Verticals that perform well on the platform include fashion, housewares and others that translate to visual content. ComScore's data has frequently noted consistent improvements in terms of traffic and popularity for Pinterest. Social media marketing with the site has helped more brands drive convertible traffic by actively expressing certain messages to their followers on the site. Other social networks on comScore's list include Facebook, LinkedIn, Twitter, Instagram and Myspace. Each of these platforms helps companies drive more visibility for their websites and content. Brafton recently highlighted data from a Shareaholic study suggesting that Pinterest drives more referral traffic for sites than Bing and Yahoo. Citing its clients' traffic sources, Shareaholic found that Pinterest directed 1.84 percent of visits compared to 1.37 percent for Bing and 1.03 percent for Yahoo. Media files: squares_pinterest.jpg (image/jpeg, 0 MB)

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Brafton: B2B marketers cite content creation, engagement as top challenges

Brafton News Content Marketing

B2B marketers cite content creation, engagement as top challenges Oct 25th 2012, 17:48 Producing enough content and engaging a target audience are the two largest problems facing B2B brands using content marketing, according to a report from the Content Marketing Institute and MarketingProfs. Twenty-nine percent of respondents said they worry about the volume they create, while 18 percent struggle to engage readers and prospects. These focus areas are common problems for any company developing content. Whether it's video, news content or infographic marketing, striking a chord with prospects requires regular publishing and interesting information. In terms of engagement, the report shows strong improvement in this area, as 41 percent said they worried about it last year, compared to the 18 percent in this year's poll. However, those concerned with volume increased from 20 percent a year ago. Other common concerns include budgetary issues, lack of resources and offering diverse content to prospects. Developing different kinds of content helps B2B brands attract prospects swayed by varying information. Selling to businesses frequently means convincing a few different people who each value separate elements of products they plan to purchase. Earlier this year, Brafton spoke with Ken Barhoover, marketing manager for Park Place Technologies, who said developing site content and infographics helps his brand appeal to prospects with different motivations for buying. Media files: brafton3-e1337273223642.jpg (image/jpeg, 0 MB)

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Brafton: B2B brands rapidly adopt video marketing in 2012

Brafton News Content Marketing

B2B brands rapidly adopt video marketing in 2012 Oct 25th 2012, 16:24 A report from the Content Marketing Institute and MarketingProfs found video marketing ranked among the fastest-growing forms of content marketing for 2012. According to the study, 70 percent of B2B brands employ video to build a stronger web presence, compared to just 52 percent in 2011's poll. Research papers, mobile content and virtual conferences were also among the tools marketers have adopted more aggressively this year. Video marketing ranked sixth in terms of total adoptions. The 70 percent of respondents using the dynamic multimedia platform ranked behind social media marketing, on-site articles and email among others. Video's continued growth in recent years is the product of many factors. Brafton recently highlighted data from comScore that found Americans that consumed more than 47 billion videos in August. In recent years, total viewership for web video content has fluctuated, but remained relatively high each month. Regardless of the exact figure, it's clear that video opens marketers to a massive audience. Aside from increased use, video ranked as one of the most effective forms of content marketing. Fifty-eight percent of respondents said they believe that video helps them achieve their outlined goals for the strategy. While 42 percent said they have found it less effective, video's performance, like other forms of content, can be difficult to prove right away. As more prospects watch the clips and access other site content, brand awareness often increases as a result. Seventy-nine percent of respondents said brand awareness ranked as a primary goal for their companies. Consistent content creation that drives social visibility and a robust overall web presence helps businesses achieve this awareness. Sales ranked as a top goal for 43 percent of companies, and it's important that content generates revenue. However, awareness, lead generation and other objectives often result in these sales. As such, 60 percent said they gauge less tangible goals, such as awareness, by measuring web traffic, lead quality and rankings driven by SEO content. Other measurement criteria included inbound links, time on site and the raw number of leads they generate. In general, video marketing opens B2B brands and other companies up to audiences looking for marketing content that is as engaging as it is informative. ComScore's data revealed the audience is active in terms of consumption, but Brafton also cited a report from AYTM recently that said 90 percent of Americans access video on the web regularly.   Media files: Video-Marketing.jpg (image/jpeg, 0.2 MB)

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