Article | August 10, 2020
Digital Market News lists automation as one of the top five key advantages of creating a digital marketing program. Furthermore, the article notes how automation is growing at a rapid rate—helping businesses transform, automate, accelerate, and optimize repetitive manual tasks such as sending emails, posting social media, and online ads. Putting marketing automation into play for your company is critical because delivering personalized, connected experiences is the only way to attract prospects and retain customers. But deploying the solution requires a bit of work. As Digital Market News also emphasizes, understanding the components and the nuances is key.
Article | August 10, 2020
For many years now, social media influencers and online content creators have been somewhat forced to disclose whether the posts they are sharing are in fact a paid-for advertorial or not.
Just as we see on television and in magazines, it is clear what is an ad, and what is not – so why should things be different across social media?
In today’s world, many would say that social media influencers and the content they share is much more impactful than that of more traditional forms, and so the need to honestly disclose ads becomes even more important.
Which is where the Advertising Standards Authority, also known as the ASA, comes into play.
The ASA is the UK’s advertising regulator, ensuring that ads across UK media stick to the rules put in place. From influencer marketing, to print and broadcast, the ASA monitor it all and everything in between.
And Amelia Neate, senior manager of Midlands-based influencer marketing agency Influencer Matchmaker uncovers why the enforcement of such disclosure is now important as a new era of ‘genuinfluencer’ has arrived.
With the arrival and accessibility of platforms like TikTok and the expansion of content creation from the everyday social media user, there has been a collective shift for generation Z in particular, who have become bored with the celebrity show boater and are more focused on the authenticity and human behind the screen.
Cultural conversations via influencers have caused movements such a Black Lives Mater, MeToo and even more recently the #FreeBritney campaign that set out to understand and remove the conservatorship that Britney Spears was under post her mental health struggle in 2008. While other media platforms like LadBible and ArchBishopofBanterbury have prided themselves on redefining entertainment – often taking ordinary people with relatable circumstances and making them part of the conversation.
Like the above outlets, while they are able to monetise with paid for advertisement ahead of videos, it is imperative that the authenticity still comes across in their storytelling and therefore content from real people, addressing real life situations is imperative to the success of the viewership.
Whilst many popular influencers take pride in appropriately labelling their paid for content, the ASA recently threatened to name and shame influencers failing to stick to the guidelines.
These days, the GenZ demographic are more sustainable, more ethical and more educated. They want full transparency from brands and from social media, with recent research stating that 82% of followers agreed the importance of influencers disclosing their personal use history with the product they are promoting. But with ASA guidelines being regularly updated, some influencers have struggled to keep up.
And, with it not just being a paid-for advertorial or post that needs to be disclosed influencers must consider how the rules can vary dependant on a typical sponsored post vs integrated videos on YouTube, affiliate links, PR products and press discounts.
Previously, when the industry was in its infancy, brands would send out products to their favourite influencers in the hopes that they would be authentically mentioned on their platforms. Whilst this is still the case, such products must be disclosed as ‘PR product’.
To some, this may seem slightly overboard, however in this industry, influencers must be conscious to make their audiences aware of what might qualify as a means of payment in order for the consumer to make an educated decision about the purchase of a product based on that influencers testimonial of a brand. If this is backed by a true and genuine story that equally connects their recommendation, then it will clearly better connect with its audience.
For example, health and fitness influencer Carly Rowena made her mark on the industry because of her love for fitness and nutrition. And, after many years of being recognised for her easy-to-follow workout videos, Instagram posts and blog posts, Carly has teamed up with Halo Fitness to create her very own range of activewear. Because of her genuine love and passion for finding the perfect workout gear for many years, it seemed a natural and obvious choice for Carly to launch such a collection.
In the next year, 63% of marketers intend to increase their influencer marketing budget. Instagram is also extending its shopping features, testing its Shop tab, which will allow users to click and view extra product details quicker.
The introduction of these features will certainly be the becoming of new sponsored ad additions for the ASA guidelines and with more consumers demanding such transparency influencers must keep ahead of the curve when it comes to genuine and purposeful content in order to reach a profit.
Article | August 10, 2020
Despite the rise of video content, 8 in 10 digital marketers still have blogging as a strategy in their back pocket. The simple answer is that it works. For example, more than 5 in 10 marketers claim that they gained new traffic from blogging.
Here are some of the statistics about blogging you should know about:
More than 400 people read at least 20 billion blogs monthly
Readers comment on blogs 70 million times each month
The average blog has more than 1,000 words
Bloggers on average finish the blog in three hours and fifty-seven minutes
3 in 10 readers prefer a list post to a long narrative
Websites featuring blogs have more than 400% indexed pages
More than 7 in 10 users read and skim through blogs
But you need to understand one thing about blogging--it is challenging. For one, blogging is time-consuming, especially for a new business that needs to build its audience.
It is one thing to speak to a captured audience (your loyal customers), but it is quite another to use it as a tool to funnel traffic into your website. So, why do you need to include blogging in your content strategy for 2021? We list down the reasons for doing so.
Blogging is still the king of content -- More marketers are using video to reach out to their target audience, but the strategy has not replaced blogging on top of the totem pole. More than any other form, blogging can establish your authority as an expert in your field. As an added benefit, blogs are still the cheapest form of SEO, compared to video, infographics, and images. They are perfect for small businesses with limited budgets. You can outsource the assignment to professionals, and it will cost you between $20 and $250 per blog post. But you can drastically cut costs if you are doing it on your own. In comparison, professional videos will cost you upwards of $1,500.
Boost your rankings -- Last year was a surreal one as the pandemic upended the world. This year does not bode well for bringing things back to normal as the coronavirus continues to lay waste to economies. However, despite the pandemonium, you know what has remained consistent? Blogging continues to drive traffic to websites at exponential rates. Some businesses may take a more conservative tack in terms of marketing spend. But you do not have to erase your previous gains by abandoning your strategy altogether. Blogging is the perfect way to reach out to your audience and assure them that you are still fighting along with them. You also rank higher when you manage to position your website as the primary authority in answering the user’s relevant queries. Another way to boost your rankings is if other websites link to your blog post as a primary source of information.
Demonstrate your credibility -- blogging helps establish your credentials. There is nothing like putting thoughts to paper while inviting scrutiny. It is like putting a challenge out there to question your authority on the matter at hand. But you can build your credibility further by adding stats and studies to back your claims. You can also invite industry experts to write their perspectives on the topic. Finally, you can include videos, infographics, or images to prove a point. Again, it is not easy for most businesses to produce high-quality posts regularly. You can outsource most of the writing jobs to competent SEO professionals out there. But make time to write a blog at least once a week so that you can continue to connect with your audience. If anything else, you blog because you offer a unique perspective to add to the ocean of opinions out there.
Promote your products -- E-commerce websites do not put too much stock on blogging, which is a shame since they can increase sales this way. Most businesses do not understand that the amount of quality content on your website is crucial in search engine indexing. You can post special events, discount offers, flash sales, and other announcements. Another reason to blog is to engage your customers, especially if you open your post to comments. You can ask satisfied customers to include their testimonies and highlight these success stories on your website. The trick in promoting your products is to be truthful. You should also list down the cons, along with the pros, and let your customers decide. But it would be best if you did it so that you do not sabotage your product. You can still pitch a product without peppering your post with too much sales talk.
Reach out to new markets -- blogging can drive new traffic to your website as Google tends to recommend websites with updated and high-quality content. The important thing is to be patient. Your blog should work to funnels sales to your website. You would only be wasting space otherwise. Finding new markets will guarantee a steady stream of revenues. You have zero chance of expanding your business if you are always relying on your existing customer base. More importantly, you can use blogging to make your loyal customers feel rewarded while reaching out to prospects. However, it takes blogs at least three months to gain traction, especially for new businesses. You cannot demand results immediately just because you are producing premium content.
But one thing to remember about your blogs is ownership. Make sure that you do not use free blogging platforms to host your thoughts. You will be at the mercy of these platforms, and they can delete your content anytime.
One of the most significant challenges of blogging is finding the right person with the talent to put their thoughts on paper with their business goals in mind. It is intimidating for most people to stare at a blank screen as the pressure to churn out a product increases. Fortunately, in today’s age, you do not have to do it on your own. Social Media Marketing agencies can cost-effectively handle your content strategy. We already demonstrated that blogging establishes authority and generates traffic. Now, the easy part is for you to decide to place that call.
Article | August 10, 2020
Businesses are facing different challenges in their marketing strategies. One of the most common challenges is to create quality content that helps to enhance audience engagement. Content intelligence advances brands’ content strategy and woos the audience towards the brand.
Let’s discover the significance and advantages of content intelligence to meet consumers’ requirements and gain business objectives.
Content intelligence is a highly advantageous, productive, and efficacious way to create a persuasive content strategy for your domain using artificial intelligence and other software.
To construct a robust and impactful content strategy, you need content intelligence that provides optimistic results such as enhanced traffic generation, audiences’ involvement, and positive ROI.
Significance of Content Intelligence
Content intelligence helps marketers to reach the right people at the right time. It improves the quality of the content in a lively manner.Businesses believe that content intelligence is exceptionally beneficial to generate targeted and conversion-focused content.
Once you execute content intelligence, you showcase yourself as a thought leader. Content intelligence assists in sharing thoughts in a better and concise way, whether it is a blog post or technical content.
Content intelligence hones content marketing skills that stimulate customers to interact with your brand. They find high-quality content and valuable content; therefore, they stay connected.
With the help of content intelligence, you manage online reputation, such as negative reviews or comments.
Content intelligence helps in building brand image. For example, you can create a persuasive video, podcast, etc., to showcase your brand journey to your customers.
Marketers, content strategists believe that content intelligence provides better ROI than other practices.
Social media is the utmost important part of marketing in this digital era. According to Statista, there are 3.78 billion social media users, equivalent to 48% of the world’s population. Content intelligence allows you to share appropriate, unique, and trending content on your social media platforms to woo your audience.
Understanding customers’ requirement makes your way easier towards success. Content intelligence helps you find out customers’ interests and approach them as per their requirements to generate more sales.
Technology-savvy marketers found that content intelligence provides better insights, thorough calculation of campaigns, focusing on the actual data to meet their business objectives.
Your quality content enhances the possibilities of website visibility. Content intelligence improves your online visibility and ranks your website on top.
Content intelligence makes you stand out amongst marketers as they still are not aware of the advantages of content intelligence.
Advantageous Tools for Content Intelligence
There are numerous popular tools for content intelligence that helps in providing a real-time recommendation for content enhancement, trending topics, competitive analysis, content curation, ideal channels, etc.
Marketers are utilizing these tools to maximize their online presence and facilitate their marketing tactics. Here are some standard tools.
How Does Content Intelligence Work Effectively?
There are three steps to content intelligence that provides a holistic approach in an accurate and conversion-focused manner.
Data collection is the first stage to make your content marketing tactics more persuasive and result-driven. First, businesses can utilize different tools to discover data-related content based on customers’ behavior. Then, the same data can be gathered and utilized to analyze their impact.
Once the data is stored, the next step is to analyze content performance. Again, artificial intelligence helps evaluate the performance of content such as channel analysis, competitor analysis, etc.
Insight generation means comprehending the content’s effectiveness. Then, marketers find how to create compelling content. It includes content suggestions, content generations, content updates, etc.
Content intelligence is the all-time winning strategy. It has become prevalent owing to its technological advancement and result-driven features. It upgrades content marketing strategy holistically and saves your time as well as energy. Moreover, it elaborates about content trends and efficacy, sentiments analysis, etc.
An amalgamation of big data and artificial intelligence is highly advantageous in every aspect. With emerging practices, you can experience profitability and reach innumerable outcomes.
Explore the intensive information mentioned above about content intelligence and broaden your horizon of knowledge toward success.
Frequently Asked Questions
Which industries benefit from content intelligence?
Technology, retail, advertising, food, fashion, and pharma are the most benefitting industries. They experience positive ROI after executing content intelligence in their marketing strategy.
What are the advantages of content intelligence?
Content intelligence is highly advantageous, improving the quality of the content marketing tactics and attracting customers to purchase products or services.
What are the technologies used in content intelligence?
Content intelligence utilizes various prominent technologies and supports them in content marketing to meet business objectives.
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