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Content is King: Effective Content Marketing

Content Marketing is becoming the buzzword of our business in 2015. And the reason is obvious: without quality content your brand won’t engage consumers. Facebook’s “content” or lack thereof, are the reason I deleted my account. Of course, Mark Zuckerberg still has my data, but that’s a blog for another day. The key in all content marketing is to be at least one of the following: informative, educational or entertaining.


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There are literally countless forms of content and ways to distribute said content. For simplicity’s sake, we’re going to discuss the most common ways businesses create content and a few best practices for delivering those messages. The most important part of content marketing is understanding the medium. Be cognizant of the user experience and how users use the particular medium. People go to Facebook for a different reason than they go to your website, YouTube, stream radio on Pandora, or browse their favorite Star Trek blog. Make sure wherever your content goes it’s hitting the right user at the right time with the right message.

A website is the cornerstone of online marketing. Most businesses’ digital strategy starts with driving traffic to a website. Once there how do you get people to come back? What about your website drives users to come back or buy from you? Many times a consumer’s first touchpoint with your business or your brand is through your website and thus their user experience on your site is vital. So how important is it to have engaging, relevant and recent content on your website? Let’s just say Google’s algorithms are constantly changing to find the most up-to-date and relevant information. If your last website change occurred in 2007 people most likely aren’t seeing you on the first SERP (Search Engine Results Page). Another growing factor in search results is video. So make sure your website is hosting video, preferably YouTube videos since Google owns YouTube.

Another extremely popular and growing segment of content distribution is Social Media. Remember, SM should be used responsibly and with a strategy. (Check out our previous post on fitting Social into your overall plan). Your message needs to be consistent with your overall marketing plan and should be delivered through SM in the same fashion. If your business doesn’t like to discount, don’t send out discounts through SM. Again, if you haven’t posted on Facebook in 2 months, you may be losing out on the SERP. A post on Twitter will look and act differently than on Pinterest. Facebok is very conversational. Pinterest is great if you can provide new ideas to enhance people’s lives in a tangible way. Instagram is a great tool to showcase work with photos. Twitter is a good use for quick messages, bits of info, or time-sensitive messages. Who can forget this from the 2013 Super Bowl?

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Outstanding use of content on Twitter.

 

Think about the medium when using content in advertising and the difference. When you put content on your website, YouTube, Social Media, etc it’s being delivered to people who are seeking it out. These users have found or searched you directly. The content within ads has to be delivered in a way people understand your brand or objective in a matter of seconds. In this way, advertising copy has to be extremely effective, hence the rise of advertising agencies. And again, digital ads need different content than a TV, radio or print ad. Use the space accordingly.

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An example of Native Advertising on the Forum Communications network via a mobile phone.

 

Native Advertising has grown tremendously in the past year. According to almost all projections, it’s only going to continue to grow. Native Advertising is a generic term for sponsored content that fits into whatever medium on which the user views the content. For instance, Promoted Tweets are Native Advertising. Advertorials are a form of Native. Most online publishers, including NY Times, Washington Post, Vanity and of course RiverTown Multimedia and Forum Communications Company, have adopted Native Advertising as a new form of revenue. And according to this study, Native ads are working.

Email is another rather simple, almost archaic, form of content marketing. You control the message. You can control who you’re sending the email to via a 1st party list or a 3rd party list. Sending to your 1st party email list will have one message while 3rd party is going to look and act differently. Keep in mind the amount of information you put into an email. How long do you typically look at an email? What subject line would you open? As I said at the outset of this post, keep the content informational, educational or entertaining.

No matter your marketing strategy understand how people use and view content. Articles like this show how people don’t necessarily care WHO wrote the content as long as it’s engaging and informative, given they know who wrote it. Deception is never a good idea when creating content. So be transparent with your Native Advertising and provide true value for the reader. Every touchpoint with your content is an opportunity to lose, gain or persuade a customer. Often the content’s tone, message and effectiveness will dictate which way they go.

Finally, have a plan. Schedule your content so it’s timely and reaches the desired audience at the right time. Know ahead of time when you will be sending what Tweet. Have a calendar reminding you to update your website with new content. Upload another YouTube video every quarter. Every medium that touches your audience should have a calendar. We all know sometimes life gets in the way and certain things take a backseat. That’s fine. But when you have a plan you’re more likely to stick to it and be consistent in your content than just winging it.

Thanks for reading this month’s blog. If you haven’t already, please follow RiverTown Multimedia on Twitter @rivertownmedia and on Facebook by clicking here.

Top 5 digital trends to watch in 2015

Top 5 Digital Trends to Watch in 2015

Steve Hartman
Digital Advertising Manager
RiverTown Multimedia

Every year brings a new list. A list of resolutions, a list of projects, a list of best music videos of 2014. The advertising world is no different. In the spirit of lists I’ve come up with my Top  5 Digital Marketing Trends to Watch in 2015.

1. The New World of Television

TV is going through changes today like never before. My previous prediction was by the end of 2015 most, if not all, TV channels would be paid for a la carte. I might move that prediction to June 2015. CBS & ESPN are two of the biggest programmers to allow their service to be bought and streamed online. Many viewers kept paying their outrageous satellite and cable bills simply for the allure of live sports. Other programs can always be found on demand. However, live sports could not. With the recent news of ESPN and Dish Network’s agreement to stream the network for $20 per month, live sports are now being opened up to the free market of pay-per-view. Viewers will no longer have to purchase entire packages of channels to watch their 5 favorite channels. TV stations, programs and networks are now realizing viewers want to tune in when it’s convenient, and if you’re only offering one time per week, through the television or DVR, you’re missing the mark. The rise of Netflix, Roku, Apple TV, and the new Amazon FireTV have created a whole new world of program viewing. Pretty soon start-ups will be able to distribute their original program online, much like musicians can deliver their music to the masses through iTunes. 2015 is a game-changing year for TV viewing habits.

2. Programmatic Advertising Reaches All Mediums

With topic #1 comes a new way to sell advertising to viewers. Digital web advertising has been perfecting the art of programmatic advertising, which is selling ads to an audience based on scale and using algorithms and auctions to buy/sell ad space. This has also been utilized for digital video in the form of pre-roll ads (the ads you see before the video content plays). But with more and more TV programs being streamed and moved online programmatic TV ads will begin to grow. Whether a program delivers on a TV or streamed through a phone, it’s in the distributor’s best interest to simplify the ad delivery process. Fifteen-second pre-roll spots, which in theory are based on TV commercials, will rule the day. Buying and selling ad space for all programs will soon be programmatic. As, AdWeek says here there are good and bad to programmatic TV ad buying. Either way, it’s coming.

Updated 1/13/2015: Programmatic TV ad buying rings in 2015 on ESPN. Turbo Tax ran a :30 ad during the 1 a.m. SportsCenter.

3. Tracking & Measuring Multi-Screen Campaigns

As I’ve discussed, TV is rapidly moving into the digital world. Radio, with many forms of streaming available, is already there, as is digital display advertising on news websites. With this convergence comes a more reliable tracking and measuring opportunity. For years, marketers have known multi-screen campaigns, defined as campaigns that run across mobile, tablet, TV, and digital web at or around the same time, would become the norm. But measuring and monitoring the results to justify a spend hasn’t been so easy. Marketers have relied on single-medium tracking and glued the pieces of various reports together to show overall effectiveness of an ad campaign. However, with more components using digital and using programmatic or Real-Time Bidding, advertisers will have a more clear look into how a campaign performs across multiple screens. The importance of this type of advertising can be seen in Twitter phenomenons such as “Sharknado.” Users will watch a program and talk/read about it online. Marketers need to be seen when those conversations are being had. Powerful advertising can be accomplished by showing an ad, then following it up with users while they talk about events on another device. But the rubber meets the road when a marketer can measure their multi-screen campaign in one shot. What did the TV ad, promoted Tweet and request to answer trivia on Facebook really do? Right now we’re not there, but I believe we will soon have an answer.

4. Specialized Content for YOU!

The upcoming year will also see the growth and rise of an ongoing trend, user-optimized, or “personalized,” content. Websites want to provide users with content they deem important and reliable, whether it’s paid by a marketer, or free from a news source. Much like how advertising uses data and metrics, the news, information and content you absorb online will come from similar data. This concept is no longer just for Pandora listeners. As TV becomes digitized, we’re seeing Netflix, Amazon Prime, and others list “Others You May Like” categories. In TV viewing you have the ability to watch what you want, but what if there are programs out there you may like but you’ve never heard of them? With content catered to your needs, wants, and viewing habits you can continue watching, reading and interacting with content you’re inclined to watch. The “thumbs up/thumbs down” button on Pandora is only the beginning. All content will soon be personalized for us.

5. Searches Will Rise, but Spends Will Fall

Being at the top of a Search Engine used to be the most important factor in being noticed. But in 2015, searches are done on anything and everything. So many searches are done that to some degree, they become trivial. Savvy consumers now know where to find the information they need. Digital users only spend, on average, 4% of their online time using search. People are becoming more familiar with the results and the process. Very few people I know go to Google looking for a restaurant. They use Yelp!. If you’re looking for a plumber you go to Angie’s List. The cost for Google AdWords continues to rise with more players in the market. If you’re Joe’s Tire Shop, you are competing for AdWords with major national brands such as Tires Plus, Costco, etc. Their spending power is light-years ahead of a small, local business. Small businesses have to become more savvy and clever with their advertising budgets. In 2015, users trust review sites and their friends more than the results on Google. Typing in a business name will always retrieve the desired results, but searching for products or services in your area won’t necessarily bring you to the right business. Searches on YouTube for do-it-yourselfers, Yelp! for bars and restaurants, and Angie’s List for quality service businesses, will continue to rise. However, the dollars spent on Search Engines could be on the skids.


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