Content Marketing Will Accelerate Your Brand Quicker Than Social Media Alone.

Every day I talk with clients about the need for more and better content. I probably sound like a record on repeat but, I keep saying it because it is so important!

You can’t count on Facebook alone in 2015.  If you haven’t heard, Facebook is changing it’s marketing algorithm and what used to get your posts in front of people isn’t going to work in 2015.  To get exposure online, you need to consider the following:

1.  Create marketing campaigns that utilize the same subject or concept for a 30 day period.  I’ll use our business as an example — 2015 will be a great year for Accelerated Marketing. We are hosting monthly accelerators to help business owners get a handle on their marketing in a hands on environment.  Since most of our business owners are do-it-yourself marketers, we believe that teaching best practices monthly along with updating them on the ever-changing marketing puzzle of online marketing will help them stay on top of the demands of marketing.  Our focus will be on CONTENT creation and management. So our subject/theme/campaign for January is Content Creation.  Here are all of the pieces of content we are creating to share with our audience in January:

  • 1 Podcast on Content Creation discussing how Google crawls content to increase search rankings
  • 1 Podcast on Content Creation discussing how to come up with blog post topics
  • 1 Podcast on Content Creation discussing how to leverage existing content to maximize exposure
  • 1 Podcast on Content Creation discussing how to create content for the different platforms -Facebook, Twitter, Website, Email Marketing Campaigns
  • 2 Email Blasts to customers and prospects on our list with links to the podcasts plus a tips section from each podcast for easy review.  Notice — I am not creating more content — I am just repurposing existing content for our audience to guarantee that they will see/hear our programs.  Some will never listen to the podcasts but with the tips outlined, we have still shared the valuable information in a way that the audience can use it.
  • Each podcast will be transcribed and turned into blog posts and from those blog posts we will pull out posts for Twitter and Facebook. There will be minor editing for the blog posts and social media but for the most part, the hard part is done.
  • We are hosting our first Marketing Accelerator Workshop on January 24th & 25th. This intimate event will help the attendees create their entire content plan for 2015. The notes from that event will be modified slightly for blog posts and then social media posts as well.
  • Finally, we will curate some great tips for content creation from some of our favorite blogs and experts to share with our audience.

2.  Facebook is a pay to play environment for most businesses.  If you are doing any kind of online marketing then Facebook ads are going to be part of the mix. Keep in mind that first you must grow your audience and increase your page likes then you can spend more money on reaching people with Facebook ads.  Here are a few tips for Facebook marketing:

  • Increase your page likes with a like campaign.
  • Create strong blog content that can be shared socially then use the promoted post feature to drive more traffic to your site.
  • Use the Facebook ads to drive traffic to an opt in on your website so you can capture the leads. You will need to have a compelling offer to get the most out of the ad campaign so create your free give away that will drive leads into your funnel.

3.  The key is to create content for your website first, then promote on social media.  You could be losing leads for your business by posting content that doesn’t drive people to your website.  An occasional motivational quote, photo, or current event is great to share but if it is the only thing you share then you are missing the opportunity to capture leads for your business.  There are 3 objectives for marketing:

  • Brand awareness — we call this social proof
  • Lead generation — capturing prospect information for future marketing
  • Sales/income generation — converting prospects to customers

Make sure you know your marketing objectives before you spend time creating content.  I find that many do-it-yourself marketers are misaligning their marketing tasks with their objectives.  As always, we are here to help you get the most out of the efforts you are putting forth.

So here’s the bottom line: You create content that engages your audience and brings them to your website where they can get a deeper understanding of how your product or service will help them.  You create content because, well, Google, Bing and Yahoo all place a high value on NEW CONTENT! It’s not even worth doing any type of SEO if you are not creating content that drives people to your website. Content marketing is the cornerstone of your online marketing strategy and without it, you are losing ground and losing potential customers. The facts speak for themselves:

Every month there are more than 10.3 billion Google searches, with 78% of U.S. internet users researching products and services online. December 2014  1

The top three social networks used by B2B marketers are LinkedIn (91%); Twitter (85%); and Facebook (81%). However, just 62% of marketers say that LinkedIn is effective, while 50% say the same for Twitter and only 30% of B2B marketers view Facebook as effective. December 2014 2

Twitter traffic achieves a higher conversion rate (2.17%) than the average for all channels combined (1.6%) including organic and paid search. Using Twitter during fundraising events can result in 10 times more money raised online. November 2014  3

71% of internet users are more likely to purchase from a brand that they are following on a social networking site such as Twitter or Facebook. November 2014 4

Globally, 46% of consumers with a digital device used social media to help make purchase decisions. November 2014  5

71% of internet users are more likely to purchase from a brand that they are following on a social networking site such as Twitter or Facebook. November 2014 6

About 60 percent of all Internet activity in the U.S. originates from mobile devices, and about half of total Internet traffic flows through mobile apps. July 2014  7

Business-to-consumer (B2C) ecommerce sales worldwide will rise nearly 20% to reach $1.471 trillion in 2014. July 2014 8

Facebook news feed retargeting ads had a click-through rate (CTR) 49 times higher than FB right-hand side ads and 21 times higher than standard web retargeting. April 2014  9

Online marketing, which includes electronic ads, targeted emails and selling information to brokers, is worth about $62 billion October 2013 10

Email volume overall increased 5% in the fourth quarter of last year compared with the year-earlier period, according to the Experian Marketing Services 2012 Q4 email benchmark report. March 2013  11

The rapid expansion of Latin America’s Internet audience—and the potential for the region boasting 359 million Internet users by 2015. March 2013 12

55% of marketers from around the world plan to increase their digital marketing budgets this year, according to results from a Society of Digital Agencies (SoDA) survey conducted by Econsultancy. March 2013  13

Majority of marketers (39% overall) plan to increase their digital budgets without increasing overall marketing spend, effectively reallocating existing budgets into digital channels. March 2013 14

39% of marketers plan to increase their digital marketing budgets this year without increasing overall marketing budgets, while 16% will increase digital marketing budgets and overall marketing budgets. Thirty-four percent will keep digital marketing budgets flat, and 11% will decrease digital marketing budgets. March 2013  15

Nearly 90% of businesses said email marketing was ‘very important’ or ‘important’, and yet the DMA also reports that over a third of businesses are unable to calculate ROI from email marketing. February 2013 16

Despite the limitations, budget allocations for email marketing increased in 2012 by 15%, with over half of marketers expecting another increase in 2013. This is due to a third of the respondents accounting email marketing for 50% – or more – of all digital business revenue. February 2013  17

eConsultancy’s marketing budget report shows that 63% of marketers increased their budget in 2012, with 31% remaining the same and just 6% who said that they would decrease budget. February 2013 18

Just over a third of businesses (34%) are unable to calculate the revenue earned from email marketing, according to a new survey from the DMA. February 2013  19

A new survey from the DMA stated, only 60% of respondents said that they could calculate the revenue return, despite the fact that a vast majority of businesses (89%) said email marketing was either ‘very important’ or ‘important’. February 2013 20

from CMOCouncil.org

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