Jon Salm – ScribbleLive http://www.scribblelive.com ScribbleLive is the leading end-to-end platform for content marketing engagement. Wed, 21 Sep 2016 21:53:43 +0000 en-US hourly 1 http://s3.amazonaws.com/scribblelive-com-prod/wp-content/uploads/2016/06/favicon-150x150.png Jon Salm – ScribbleLive http://www.scribblelive.com 32 32 How Experiential Commerce Can Take Your Online Store To The Next Level http://www.scribblelive.com/blog/2015/02/12/experiential-commerce/ Thu, 12 Feb 2015 19:00:45 +0000 http://www.scribblelive.com/blog/2015/02/12/experiential-commerce/ Experiential commerce, as its name suggests, often combines immersive and engaging web experiences with traditional online shopping. With more and more consumer dollars going to online stores every day, it’s important for brands to make their eCommerce sites as robust and engaging as possible. Unfortunately, this is often not the Read more...

The post How Experiential Commerce Can Take Your Online Store To The Next Level appeared first on ScribbleLive.

]]>
Experiential commerce, as its name suggests, often combines immersive and engaging web experiences with traditional online shopping. With more and more consumer dollars going to online stores every day, it’s important for brands to make their eCommerce sites as robust and engaging as possible. Unfortunately, this is often not the case. Online shopping was born out of convenience – shopping from the office, the couch, or even the restroom is easier than driving to a brick and mortar store, sorting through isles to find the right product (that might not even be in stock), and then driving back home. As marketers look towards content to drive sales and bolster their brand, many are ignoring a huge opportunity in their already existing eCommerce sites. By turning away from the standard rows and columns of products and instead toward bespoke experiences that truly engage consumers, eCommmerce can regain some of the magic it had in the era of the first online stores.

Building engagement

Only 11% of retailers have embraced experiential commerce tactics, according to research by CoreMedia. The term is rapidly shifting and evolving, but the key difference between experiential commerce and the typical online store is the engagement factor – online retailers that are able to engage consumers beyond just a few scrolls and a mouse can stake a claim to the strategy. The minority who have incorporated experiential tactics in their online stores are seeing enormous returns. Warby Parker, which was recently named Fast Company’s most innovative company of 2015, allows customers to do a virtual glasses try on via their webcam and then download the image or share on social media. Warby Parker Virtual Try OnTrunk Club has also embraced experiential commerce to diagnose customer preferences. Trunk Club pairs consumers with personal stylists who select, curate, and source clothing that fits their needs and style. To diagnose what kind of clothing consumers need, Trunk Club utilizes a survey that is a survey only in name. By putting a premium on clean design and eye-catching pictures, the onboarding process feels decidedly unlike a traditional customer preference questionnaire. Trunk Club Experiential commerce is not just a way to improve the experience on your existing eCommerce page. It is also an opportunity to take advantage of the most cutting edge advertising and technology trends. The fashion retailer Asos hosted a massive Google Hangout showing how female sneakerheads can pair outfits with the iconic Nike Air Max trainers. This was the first ever “shoppable hangout,” using Google+’s new in-hangout display ad unit. It allowed viewers to go directly to products on the Asos site while the hangout was taking place. And, for those who missed the hangout live, the video now lives on YouTube where the brand uses in-video links to drive traffic to the site. For retailers, eCommerce is a must. Without an online store, you can expect sales efforts to fall flat. But to truly drive brand lifts and reach new consumers, experiential commerce is the way of the future – just ask Sky Mall how they’re doing. Jon Salm is a client analyst at Millward Brown Digital in New York City and a freelance data journalist in the Visually marketplace. He has a bachelor’s degree in English from Washington and Lee University. You can follow him on twitter @Jon_Salm.

The post How Experiential Commerce Can Take Your Online Store To The Next Level appeared first on ScribbleLive.

]]>
Native Advertising’s Platform Advantage Will Help Marketers Win in 2015 http://www.scribblelive.com/blog/2015/01/15/native-advertisings-platform-advantage/ Thu, 15 Jan 2015 19:00:29 +0000 http://www.scribblelive.com/blog/2015/01/15/native-advertisings-platform-advantage/ Native advertising was much maligned in 2014 as marketers and publishers struggled to effectively walk the fine line between sponsored native content and editorial content. Many native ads were either too obviously promotional, too distantly related to the medium’s core content, or perhaps worst of all – not forthcoming about its Read more...

The post Native Advertising’s Platform Advantage Will Help Marketers Win in 2015 appeared first on ScribbleLive.

]]>
Native advertising was much maligned in 2014 as marketers and publishers struggled to effectively walk the fine line between sponsored native content and editorial content. Many native ads were either too obviously promotional, too distantly related to the medium’s core content, or perhaps worst of all – not forthcoming about its status as sponsored content. After examining the trajectory and possibility of native solutions, however, it is clear that native will help marketers win big in the new year. I wrote about native advertising for Millward Brown’s 2015 Digital and Media Predictions, and predict that the best publishers and the best platforms will help clients win with native. The solutions that are clearly identified as sponsored, expertly match editorial tone, and contain content that will resonate with a specific audience will perform best. Native Advertising Header Creating winning content to fit each medium is half the battle, but native advertising has already won the other half due to its inherent platform advantage. Native will succeed in 2015 and beyond because of the numerous different forms that native ads can take. Advertorials in magazines and infomercials on TV were the precursors to the first native ads. But it wasn’t until marketers could adapt content to fit various online platforms did the practice truly take hold. Why else would you immediately skip over a kitchen appliance infomercial on TV, but immediately share Buzzfeed’s “10 Summer Emojis That Should Definitely Exist” as soon as you visit Buzzfeed? The latter is a native ad for Starbucks, moonlighting as Buzzfeed brand publisher Frappuccino. It clearly identifies itself as a native ad with a byline by a “Brand Publisher,” instead of a Buzzfeed writer, seamlessly fits in with Buzzfeed’s editorial tone, and contains high quality content that Buzzfeed readers expect. Buzzfeed Native Ad - 10 Summer Emojis That Should Definitely Exist Native content has the advantage of blending into media platforms that consumers are already comfortable and familiar with. In addition to the above editorial example, native ads can adapt to a variety of platforms. They include:
  • Sponsored tweets that mirror a Twitter user’s followers and interests
  • Google search ads on the top and right side bar of a results page
  • A Grape Story short-form video that blends advertising content with million-follower video stars

Yes, even Google Search is an example of native advertising
Yes, even Google Search is an example of native advertising
Native advertising is a successful strategy because it is truly platform agnostic – it works well everywhere from editorial platforms to social channels. This is an advantage that other forms of digital advertising can only covet. It’s no secret that the Internet’s first and most prominent ad format, the display ad, sports an abysmal .1% click through rate. But this wasn’t always the case. The world’s first banner ad, a cryptic leaderboard ad for AT&T, invited those browsing the web to click on the ad itself, which had never been done before. Consumers clicked 44% of the time, and the display ad has only become less powerful since.
The world's first banner ad
The world’s first banner ad
More than twenty years after the banner ad took hold, native advertising offer a viable alternative to other forms of online advertising can greatly improve on that .1% statistic. With a variety of platforms to choose from and the ability to tailor content to fit each one, investing in native is a no-brainer for seasoned marketers. Jon Salm is a client analyst at Millward Brown Digital in New York City and a freelance data journalist in the Visually marketplace. He has a bachelor’s degree in English from Washington and Lee University. You can follow him on twitter @Jon_Salm.

The post Native Advertising’s Platform Advantage Will Help Marketers Win in 2015 appeared first on ScribbleLive.

]]>
Best Practices For Using Physical Objects In Your Marketing Efforts http://www.scribblelive.com/blog/2014/12/22/best-practices-utilizing-physical-objects-marketing-efforts/ Mon, 22 Dec 2014 19:00:56 +0000 http://www.scribblelive.com/blog/2014/12/22/best-practices-utilizing-physical-objects-marketing-efforts/ Digital isn’t just the future of marketing – it’s the present. Online, mobile, and social techniques dominate the modern marketing landscape, and for some it’s the end-all-be-all. However, marketers may be overlooking a simple and effective way to connect with consumers with physical objects. “The growing fixation on the physical Read more...

The post Best Practices For Using Physical Objects In Your Marketing Efforts appeared first on ScribbleLive.

]]>
Digital isn’t just the future of marketing – it’s the present. Online, mobile, and social techniques dominate the modern marketing landscape, and for some it’s the end-all-be-all. However, marketers may be overlooking a simple and effective way to connect with consumers with physical objects. “The growing fixation on the physical raises the bar for creating special experiences that reward users and perpetuate positive feelings about a brand,” noted Stanford grad student and frequent Visually contributor Allison McCartney. Here are five best practices for how brands are using the physical objects to win big

1. Stick it

Stickers are cheap, plentiful, and easy to produce. Apple has been in the sticker game as far back as the 1970s, when they used the rainbow apple logo. These retro stickers have a fierce following and Apple has continued to include stickers with all of its new products. While Apple already has one of the most recognizable logos in the world, stickers give fans (such as myself) the chance to be creative and show their loyalty. BigAppleStickers

2. Wear it

T-shirts are a good start, as are pins, hats, and other accessories. But simply plastering a logo on an item of clothing can only go so far. Burger King and Steak and Shake both take it a step further by giving guests hats that tie directly into their restaurant’s brand personality. The BK crown and Steak and Shake fry cook hat are clever tie-ins that kids love.

Image by Kristi Nix, Your Houston News
Image by Kristi Nix, Your Houston News

3. Feel It

When the Charlotte Hornets ditched the Bobcats name and rebranded earlier this year, they underwent a full transformation that even included a new home court featuring a honeycomb pattern, which was universally acclaimed. Team executives smartly utilized this honeycomb design for its premium tickets and raised the honeycomb to create a tactile reminder of the team’s new identity. Additionally, the jersey-stitched top half of the ticket helps link the ticket to the game ahead.

Image by Adam Stern, Sports Business Daily
Image by Adam Stern, Sports Business Daily

4. Read it

Chipotle is well known for its innovative marketing efforts. When the writer Jonathan Safran Foer pitched CEO Steve Ells on his idea to include original short stories on their cups, the burrito makers were all aboard. By utilizing previously blank space with entertaining and engaging content, Chipotle was able to provide a unique experience to its customers, stand out from its competitors, and generate positive press. Chipotle Cups

5. Play with it

No executive office is complete without a bobblehead or two (or three) on the desk. While not many take it as far as ESPN’s Mike Golic and Mike Greenberg, these trinkets help keep the mood light, can provide a light break from email, and show a little personality. In addition to bobbleheads, objects such as stress balls and hand grip exercisers can provide a moment of relief in the middle of a client’s workday and help promote your brand at the same time. Mike and Mike Jon Salm is a client analyst at Millward Brown Digital in New York City and a freelance data journalist in the Visually marketplace. He has a bachelor’s degree in English from Washington and Lee University. You can follow him on twitter @Jon_Salm.  

The post Best Practices For Using Physical Objects In Your Marketing Efforts appeared first on ScribbleLive.

]]>
The Content Marketer’s Guide To Black Friday http://www.scribblelive.com/blog/2014/11/24/content-marketers-guide-black-friday/ Mon, 24 Nov 2014 19:00:50 +0000 http://www.scribblelive.com/blog/2014/11/24/content-marketers-guide-black-friday/ With Thanksgiving and the holiday shopping season quickly approaching, retailers and marketers must establish a game plan for arguably the two biggest shopping days of the year. Shoppers will be ready to spend on Black Friday (November 28) and Cyber Monday (December 1). Utilizing content marketing best practices can lead Read more...

The post The Content Marketer’s Guide To Black Friday appeared first on ScribbleLive.

]]>
With Thanksgiving and the holiday shopping season quickly approaching, retailers and marketers must establish a game plan for arguably the two biggest shopping days of the year. Shoppers will be ready to spend on Black Friday (November 28) and Cyber Monday (December 1). Utilizing content marketing best practices can lead to big time wins. Follow these four best practices, and note one cautionary tale, to make the most out of the early holiday rush.

Shapchat Can Help Build Tension and Reward Engagement among Younger Consumers

Snapchat boasts a user base 30 million strong that heavily caters to the younger crowd – over 80% of users are aged 13-24, according to the company. With over 700 million photos and videos shared per day, the visual click-to-reveal platform shows no sign of slowing down. Brands are using the platform to interact with consumers, but some of the best, such as Sephora, are taking it one step further. By revealing Black Friday sales to their Snapchat friends first, Sephora is both building tension rewarding its most engaged fans. Sephora Snapchat Promotion

Videos are More Engaging and More Cost Effective than Paid Search Tactics

In 2013, photo sharing and printing service Snapfish utilized YouTube TrueView videos to boost their Black Friday and Cyber Monday strategy. It’s no secret that online video is more effective than competing ad formats, and Snapfish’s YouTube partnership proved this yet again. The campaign’s CPC rate was 14% cheaper than paid search CPC over the same time period, as well. Video works harder than competing ad formats

Make Your Emails Urgent

Black Friday and Cyber Monday sales exist for a limited time only, and the smartest marketers can use this to their advantage. Online electronics retailer TigerDirect included a live countdown clock in their Black Friday promotional emails to play to this sense of urgency. Furthermore, adding interactive and engaging elements to marketing emails can help reverse the trend of falling open rates and click-through rates. TigerDirect Countdown Timer

Mobile is Taking Over, and the Holiday Season is No Exception

In 2010, mobile transactions were responsible for only 2% of all Cyber Monday sales, according to AppLovin. This number is expected to rise to nearly 30% in 2014. Consumers have smartphones glued to their hands and marketers are wisely investing in mobile-first marketing strategies. Best Buy built an opt-in service to deliver deal notifications via text messages in 2013 to clue consumers in on their best deals. Cyber Monday Sales from Mobile

Risks Are Fine, but Don’t Lose Sight of What’s Important

While Best Buy succeeded with its text message service, their other mobile play fell flat. The company encouraged Black Friday shoppers to use Vine and the hashtag #VineInLine to document their shopping experience, which was called a “creative gamble” and a “PR disaster waiting to happen”. While there was no overwhelmingly negative backlash, Vines using the hashtag were few and far between and failed to help promote the brand. In this case, Best Buy failed to link the social promotion to their Black Friday sales and forced a social promotion where it wasn’t needed.   Jon Salm is a client analyst at Millward Brown Digital in New York City and a freelance data journalist in the Visually marketplace. He has a bachelor’s degree in English from Washington and Lee University. You can follow him on twitter @Jon_Salm.  

The post The Content Marketer’s Guide To Black Friday appeared first on ScribbleLive.

]]>
Top Content Marketing Trends Of 2014 http://www.scribblelive.com/blog/2014/11/17/top-content-marketing-trends/ Mon, 17 Nov 2014 19:00:09 +0000 http://www.scribblelive.com/blog/2014/11/17/top-content-marketing-trends/ 2014 was a busy year for marketers. Content Marketing hit the big time, brands and agencies embraced micro-content, and video marketing proved that it is here to stay. Here are the 14 biggest content marketing trends we saw in ’14: 1. Content Marketing is the New Norm Content Marketing has come Read more...

The post Top Content Marketing Trends Of 2014 appeared first on ScribbleLive.

]]>
2014 was a busy year for marketers. Content Marketing hit the big time, brands and agencies embraced micro-content, and video marketing proved that it is here to stay. Here are the 14 biggest content marketing trends we saw in ’14:

1. Content Marketing is the New Norm

Content Marketing has come a long way since its days as a buzzword. The practice has been embraced by big-name brands, innovative startups, and a few unexpected players. Beyonce’s  self-titled album and complementary set of music videos is an example, and even the White House got in the game with its candid photo galleries. For more best in class examples, check out Kapost’s roundup of the top 50 content marketing brands.

2. (Visual) Content is King

At Visually, we’ve discovered a thing or two (or three) about best practices when it comes to creating compelling content. Time and time again, visual content outperforms others in terms of grabbing attention, persuading consumers, and telling a story. The data doesn’t lie – people recall 80% of what they see and do compared to just 20% of what they read and 10% of what they hear, according to research by Paul Martin Lester of Cal State Fullerton.

From "The Power of Visual Communication" Infographic by Wyzowl
From The Power of Visual Communication – Infographic by Wyzowl

3. Micro-content Makes the Most out of Visual Content

Hemingway is famous for writing a 6 word novel – “For Sale: Baby shoes. Never worn” – perhaps the world’s first example of micro-content.  Modern micro-content, which is created and optimized for today’s social media platforms, is made to be instantly sharable. However, text-based micro-content like tweets or Hemingway’s ‘novel’ can only go so far. Pairing a bite-sized piece of content with visuals can take micro-content to the next level.

4. Micro-content Agencies Hit the Scene

Gary Vaynerchuck is betting big on the future of micro-content. His VaynerMedia and GrapeStory agencies center their business around micro-content, and the recently launched Burst followed suit. GrapeStory has built successful campaigns for Virgin Mobile USA, Aquafina, and GE, and it’s only a matter of time before other brands follow Vaynerchuck’s lead.

5. Publishers are Finally Getting Native Advertising Right

When native advertising solutions first appeared on the scene, publishers like The Atlantic failed to strike a balance between sponsored content and taking advantage of consumers, as John Oliver has famously noted. In 2014, however, publishers such as The Onion and Gawker have built best-in-class solutions that have the marketing world abuzz. http://vimeo.com/71372782

6. Real Time Marketing Swat Teams are Aiming for the Sweet Spot

Oreo’s dunk in the dark tweet set the standard for real time marketing success during the Super Bowl in 2013, and marketers have heavily invested in real time content strategies over the past year. While swat teams of strategists, social media experts, and brand managers huddled in a room can help brands take advantage of big time events, only the best can walk the fine line between ‘eventjacking’ and truly driving lifts.

7. Cross-Platform and Cross-Screen Marketing is Changing to Reflect Consumer Trends

As consumers spend more time with their mobile devices, advertisers are shifting their strategies to reflect this trend. In addition to creating mobile-first strategies, some more aggressive brands are taking mobile-only positions. Taco Bell’s recent app-only strategy included going dark on Facebook and Twitter to encourage consumers to download their new mobile app.

8. Big Data is Old News…Making Sense of Big Data is Key

The term ‘Big Data’ has been quoted and repeated ad nausuem, and it’s as important as ever. But having plenty of data is only half the battle – utilizing this data to derive insight, draw conclusions, and influence strategies is important for companies in every industry. While advertisers use data to inform various strategy decisions, publishers can utilize data to ensure their ad serving strategy reaches consumers who matter most. Vivaki’s new Audience on Demand platform optimizes native advertising buying in real time to help their partners maximize success. http://vimeo.com/64678982

9. Proximity Marketing Takes Hold

Beacons were utilized for the first time in 2014 and showed huge amounts of upside. Companies such as Signal360 and Swirl offer powerful platforms to take advantage of smart phones’ ample location-based data. Signal360 has partnered with big-time sports teams including University of Michigan Football and the NBA’s Golden State Warriors to enhance the live sports experience.

10. Augmented Reality Ads Don’t Feel Like Ads at All

Augmented reality ads combine the best in interactive ad technology, micro-content, and personalization. Ikea turned its traditional home furnishing catalog into an addictive video game-like experience for its 2014 edition. The catalog was paired with a smartphone app that allows consumers to see exactly how a piece of furniture would look in their home with the help of augmented reality.

The Ikea catalog app allows users to see exactly how furniture will look in their home.
The Ikea catalog app allows users to see exactly how furniture will look in their home.

11. Marketing Management Platforms Take the Pain out of Content Marketing

Content Marketing can be complicated. Organizing, managing, and analyzing hundreds of pieces of content per week across multiple different mediums can get tricky, but a number of software solutions can ease this pain. Platforms like Percolate, NewsCred, and Marketo take the guesswork out of content marketing and centralize all aspects of a digital marketing strategy in one place.

12. Interactive & Custom Ad Units Rule Online

Display ads can only work so hard. Estimates put the banner click rate for online banners at less that .1%, but innovative formats can help better engage an audience. As consumers tire of standard flash and display ads, custom ad units and interactive formats help communicate information in more engaging ways. Consider applying the lessons learned from other forms of native advertising and make sure your content both stands out and adds value. Online ads should be an extension of your overall content marketing strategy, perhaps supplying an important or surprising piece of the story you are trying to tell.

13. Personalized Content Plays to Consumers’ Vanity

It’s no secret that playing to consumers’ vanity is a best practice in B2C marketing. Consumers like to be flattered, and if your brand can make consumers break a smile, this can go a long way to establishing long-term loyalty. Coke’s “Share a Coke” campaign did just this and helped right the ship after 11 straight years of soft-drink volume declines. Share a Coke

14. Video Content Marketing

Marketers are investing more in video marketing than ever, and platforms like Vine and Instagram make it easy to create micro-content videos. With 4 out of ever 5 companies producing multiple online videos per month, video content marketing is here to stay. And as with all other aspects of content marketing, measurement is a must. Tools like Visually’s Native Analytics help reveal who is watching your video, where it’s being shared across the web, and how consumers are truly interacting with the content. Jon Salm is a client analyst at Millward Brown Digital in New York City and a freelance data journalist in the Visually marketplace. He has a bachelor’s degree in English from Washington and Lee University. You can follow him on twitter @Jon_Salm.

The post Top Content Marketing Trends Of 2014 appeared first on ScribbleLive.

]]>
What Movie Genres Can Teach You About Content Marketing http://www.scribblelive.com/blog/2014/10/06/movie-genres-content-marketing/ Mon, 06 Oct 2014 17:00:41 +0000 http://www.scribblelive.com/blog/2014/10/06/movie-genres-content-marketing/ Everyone likes a great movie, especially media-obsessed marketers. Movies and marketing campaigns share much in common – both must have a believable premise, a compelling narrative, and interesting content. However, a key difference exits in how movies and marketing are defined. Movies are most often defined by genre (action, comedy, Read more...

The post What Movie Genres Can Teach You About Content Marketing appeared first on ScribbleLive.

]]>
Everyone likes a great movie, especially media-obsessed marketers. Movies and marketing campaigns share much in common – both must have a believable premise, a compelling narrative, and interesting content. However, a key difference exits in how movies and marketing are defined. Movies are most often defined by genre (action, comedy, drama), while marketing campaigns reflect the medium they use (print, TV, online, mixed). This outlook is the standard, but thinking about marketing the way we think about movies can lead to more creative and inspired storytelling. Lets start with the Documentary, which overlaps the most with traditional marketing concepts. A documentary tells a story by diving into a topic’s most remarkable and noteworthy aspects, similar to a traditional advertisement. Infographics, such as the Visually-produced What Are The Odds?, take data and convey it in a narrative format that is similar to the unfolding of a documentary. What Are The Odds? Video marketing mediums such as Vine and Instagram can be inspired by Action movies. From fast-paced clips that make the most of their medium’s time limitations to stop motion production techniques, these formats can be used to mimic Hollywood blockbusters. Well-known Vine user Pinot produced a fantasitc series of Vines combining 300’s end credit style with exploding fruit in place of blood. Mystery movies can fall into a number of different categories – thrillers, tragedies, and of course, traditional whodunit stories. While marketing collateral has much less time to establish a dramatic plot structure than a movie does, content that answers a ‘why’ question can effectively capture consumer attention. Fast Company produced a choose your own adventure infographic detailing the Gizmodo iPhone leak saga surrounding the iPhone 4. Choose Your Own Adventure: The Gizmodo iPhone Saga Drama films grow tension throughout the length of the film, and the best ones manage to always keep the audience on edge. Marketers can utilize drama with a series of print ads in a magazine, each telling a portion of a brand’s story. Or, they can tease a message throughout a week or a month on social media using microcontent. For more immediate drama, consider a Vine that combines equal parts secrecy, intrigue, and compelling content. Intel did a great job of utilizing Vine to promote their conflict-free microprocessors. No movie genre discussion is complete without mentioning Comedy. As Hollywood’s favorite to pair with action-packed summer flicks, comedy films are easily digestible and appeal to a wide audience. These two qualities should be readily apparent in any sort of marketing content meant to play up its clever edge. GDS Infographics follows these two guidelines nicely in its graphic about stress vs. productivity during the typical work day. Stress vs. Productivity in a Work DayWhile these are just a few of the most popular movie genres, inspiration can strike anywhere. Don’t be afraid to take inspiration from other genres or to combine two together for your next piece of visual content. For help molding your idea into the perfect piece of content, reach out to Visually’s team of rockstar storytellers in the marketplace to bring your idea to life.   Jon Salm is a client analyst at Millward Brown Digital in New York City and a freelance data journalist in the Visually marketplace. He has a bachelor’s degree in English from Washington and Lee University. You can follow him on twitter @Jon_Salm.

The post What Movie Genres Can Teach You About Content Marketing appeared first on ScribbleLive.

]]>
How To Create Impactful eBooks As Part Of Your Content Marketing Strategy http://www.scribblelive.com/blog/2014/09/17/create-impactful-ebooks-content-marketing-strategy/ Wed, 17 Sep 2014 17:00:19 +0000 http://www.scribblelive.com/blog/2014/09/17/create-impactful-ebooks-content-marketing-strategy/ A diverse content marketing strategy is a must for any modern day marketer. While microcontent has been rapidly growing in popularity (and rightfully so), long-form content such as eBooks provide a deeper and more detailed edge to your marketing content. Creating an eBook is a great way to publish research, start Read more...

The post How To Create Impactful eBooks As Part Of Your Content Marketing Strategy appeared first on ScribbleLive.

]]>
A diverse content marketing strategy is a must for any modern day marketer. While microcontent has been rapidly growing in popularity (and rightfully so), long-form content such as eBooks provide a deeper and more detailed edge to your marketing content. Creating an eBook is a great way to publish research, start a discussion with your audience, and interact with your peers. However, a truly great eBook is more than just an extended white paper. Keep these steps in mind to make sure your next eBook is as powerful as possible.

1. Pick a Topic

While this might seem obvious, picking a relevant topic (and then staying on-topic throughout the length of your eBook) will determine the success of the entire publication. Your topic should be both captivating for a general audience and directly linked to your business goals. If you have one of these without the other, you’ve destined your eBook for failure before you’ve even hit publish. For example, Visually’s latest eBook, How Much is Your Content Worth, both explores an interesting topic (How native analytics can provide a better look at your marketing ROI) and nicely connects with Visually’s new native analytics solution. How Much is Your Content Worth?

2. Decide on Your Tone

Once you’ve settled on a compelling topic, the next step is to choose your tone. Do you want the eBook to be a heavy manifesto aimed at changing worldviews? B2B marketers Velocity Partners did just that in their 2010 ebook, aptly titled The B2B Marketing Manifesto. The B2B Marketing Manifesto On the other side of the spectrum, you can keep the tone light and clever, such as in Marketo’s Big Marketing Activity Coloring Book, which cleverly presents marketing advice in the form of a children’s activity book. The Big Marketing Activity Coloring Book The reality is that your next eBook will fall somewhere in between these two extremes. But no matter which route you take, it is important to decide on a tone and stick with it.

 3. Decide on Your Format

There are multiple formatting questions that will dictate the look and feel of your eBook. The first and easiest to answer is the layout – should it be landscape or portrait? Next, think about how your audience will read it – should it be a downloadable .PDF? Or will you host it online, either on your own website or using a content manager like Uberflip or SlideShare? Or, will your audience be likely to read it on a phone or tablet? In addition to creating online versions optimized for handheld devices, it may be worth publishing your eBook through Apple’s iBooks Author. The final question to answer is if your eBook will be digital only, or if you should create physical copies. Physical objects  fill a niche within the content marketing landscape, and sending customers or prospective clients your eBook can be a gentle reminder that you’re thinking of them. Examples such as NewsCred’s Relevance Has a Deadline and Millward Brown’s The Business of Brands make for nice coffee table books, too. Coffee Table Books 

4. Establish Your Marketing and Distribution Tactics

No matter how great your eBook is, getting it in your audience’s hands is at least half the battle. And as with any other marketing campaign, you’ll need a multi-faceted plan to reach the widest and most relevant audience possible. Good first steps include featuring your eBook in your newsletter, promoting it on social media, and linking to it on your website. However, these are all one-time use cases. Advanced tactics include creating a series of topical blog posts to serve as companion pieces leading up to the eBook’s launch, partnering with influencers within the industry, and sharing bite-sized insights on social media. Teasing your eBook with microcontent is a a great way to easily generate buzz. Perhaps the most important marketing tactic is investing in a well-designed landing page or microsite. Much has been written about landing page design, and the best examples follow visual design best practices. Keep it clean, keep it simple, and ask for only the information you truly need to know. Percolate does a great job of this with the page for a recent eBook, Defining the Modern CMO. Defining the Modern CMO

5. Stay Social

Even in an era of social media and hyper-connectedness, it can be easy to forget that digital media consumers are all sharers at heart. Your audience will want to not only consume content for their own personal gain, but also share it with their own peers, clients, and connections. For the digital version of your eBook, make sure to include social media sharing links, links to your web presence, and a call to action. Examples from two of Hubspot’s publications do a great job of this. Including the ability to share with just one click takes the guesswork out of crafting social media content and increases the likelihood that your content reaches a wider audience. And adding something as simple as “add your thoughts” with a hashtag and URL is a low-pressure way of inviting readers to continue the conversation. While these calls to action are simple and take up just a corner of a page, they can be instrumental in keeping the conversation going. Hubspot Social and CTAs   Now that you know the right questions to ask to make the best eBook possible, there’s just one thing left to do – create all the content, put it all together, and hit publish. Good luck!   Jon Salm is an associate client analyst at Millward Brown Digital in New York City and a freelance data journalist in the Visually marketplace. He has a bachelor’s degree in English from Washington and Lee University. You can follow him on twitter @Jon_Salm.

The post How To Create Impactful eBooks As Part Of Your Content Marketing Strategy appeared first on ScribbleLive.

]]>
5 Content Marketing Hacks Using Social Media Data http://www.scribblelive.com/blog/2014/09/09/5-social-media-content-marketing-hacks/ Tue, 09 Sep 2014 17:00:19 +0000 http://www.scribblelive.com/blog/2014/09/09/5-social-media-content-marketing-hacks/ Social media marketing and social content marketing are two of the best ways for advertisers to get a message across. But they can be even better together, especially when marketing content leans heavily on social media data. In the current media landscape, marketing decisions must be based and validated by Read more...

The post 5 Content Marketing Hacks Using Social Media Data appeared first on ScribbleLive.

]]>
Social media marketing and social content marketing are two of the best ways for advertisers to get a message across. But they can be even better together, especially when marketing content leans heavily on social media data. In the current media landscape, marketing decisions must be based and validated by data. But this data can be used for more than just informing future decision-making. Utilizing social media data in your content marketing efforts can provide a fresh and creative twist to online advertising. Check out these five social media content hacks to make the most out of social media data.

1. Promote Yourself With a Data-Driven Blog Post

Buffer, the social media sharing startup, is well known for its exceptionally active blog. A recent blog post in conjunction with CoSchedule analyzed the impact that various social media headline tactics and had on traffic. By diving into the data and creating a piece of useful and shareable content, Buffer and CoSchedule were able to both demonstrate product effectiveness and create publicity.

Buffer and CoSchedule discovered that "topics like food, home, and lifestyle clearly accounted for 85% of the world’s most viral content."
Buffer and CoSchedule discovered that “topics like food, home, and lifestyle clearly accounted for 85% of the world’s most viral content.”
 

2. Reward your followers

There is no lack for tools analyzing twitter content, but there are far less that provide data about followers. SocialRank fills this gap by providing intelligence about an account’s most valuable, most engaged, and overall best followers. SocialRank data gives brands the opportunity to interact with followers that mean the most, and to create content surrounding the interaction. Muhammad Ali used SocialRank to give free t-shirts to fans. His tweet announcing the promotion was retweeted 100+ times and also resulted in press coverage from Business Insider.

Muhammed Ali's promotion using SocialRank data scored him plenty of goodwill among fans.
Muhammed Ali’s promotion using SocialRank data scored him plenty of goodwill among fans.
 

3. Take Advantage of Automated Visual Content

Want to create an infographic based around social media data but short on time? Visually’s create tools offer a variety of ways to plug in social media accounts and get a slick-looking infographic in seconds. Twitterize Yourself creates an infographic based on the content of your tweets, and Twitter Showdown pits two accounts against each other across a variety of metrics.

Twitter Showdown for the two winningest teams in college football.
Twitter Showdown for the two winningest teams in college football.
 

4. Create Photo Galleries with an Instagram Hashtag

With a larger character limit than twitter and an equal propensity for hashtags, Intstagram offers many of the same tracking opportunities. And as a visually-driven medium, compiling photos into a gallery is a no-brainer. Last year, JetBlue partnered with Instagram analytics service Totems to run the #JetBlueSoFly campaign. Using Totems analytics, the team identified the best photos to be shown on a special section of the JetBlue website. The campaign was a resounding success for JetBlue, and also made for a nice case study for Totems.

JetBlue was very pleased with Totems' work utilizing their Instagram data to create #JetBlueSoFly
JetBlue was very pleased with Totems’ work utilizing Instagram data to create #JetBlueSoFly
 

5. Utilize Twitter Polls

Twitter polls are not only a great way to engage with your followers and get immediate feedback, but they also represent an opportunity to create great content. When SAP conducted a twitter poll about self-driving cars using their social media analytics solution, they were able to cover the results in a Forbes article (which also serves as an example of native advertising for those keeping track). Twitter poll results can also easily lend themselves to simple charts and graphs, which can be crafted into microcontent for use all over the web.

SAP turned their social media poll into a piece of native advertising on Forbes.com
SAP turned their social media poll into a piece of native advertising on Forbes.com
  Jon Salm is an associate client analyst at Millward Brown Digital in New York City and a freelance data journalist in the Visually marketplace. He has a bachelor’s degree in English from Washington and Lee University. You can follow him on twitter @Jon_Salm.

The post 5 Content Marketing Hacks Using Social Media Data appeared first on ScribbleLive.

]]>
How Content Marketing Measurement has Evolved http://www.scribblelive.com/blog/2014/08/20/content-marketing-measurement-evolved/ Wed, 20 Aug 2014 17:00:58 +0000 http://www.scribblelive.com/blog/2014/08/20/content-marketing-measurement-evolved/ As content marketing has become a vital strategy for brands and marketing agencies, the need to measure the success of that content has grown as well.  An Aberdeen Group report revealed that the most effective content marketers are also those most likely to measure. The study split its sample of Read more...

The post How Content Marketing Measurement has Evolved appeared first on ScribbleLive.

]]>
As content marketing has become a vital strategy for brands and marketing agencies, the need to measure the success of that content has grown as well.  An Aberdeen Group report revealed that the most effective content marketers are also those most likely to measure. The study split its sample of organizations using content marketing into two groups: ‘leaders’ – the top 35% most effective companies – and ‘followers’ – the bottom 65%. The link between content marketing success and content marketing measurement is far from a coincidence. Measurement is a must. Aberdeen Value of the Difference Aberdeen Measure What Matters Using data and metrics to gauge marketing success is far from a new idea. However, it is a bit more involved when it comes to content marketing, which can include social media content, native advertising content, and custom-created visual content such as Infographics, Motion Graphics, and Micro-content. The key is to not only measure, but to do it right. In the past, marketers looked at simple numbers to measure content marketing. Metrics such as page views, clickthrough rate, likes and shares provide a view of how an online audience is engaging with content, but these have proven to be shortsighted. Each of these metrics tells only one part of a content marketing story. And in some cases, they can convey this one part in a number of different ways depending on the interpretation. This can lead to misguided insights, a false perception of successes or failures, and faulty recommendations for future campaigns.
From Visually's new ebook - How Much is Your Content Worth?
From Visually’s new ebook – How Much is Your Content Worth?
Instead, marketers need to take a holistic view at how they measure content – far beyond a simple metric like page views. A recent Forrest Group report outlines three principles for successfully measuring content marketing success:
  1. Successful Content Marketing Demands a Clear Measurement Methodology
    • “The most successful marketers incorporate measurement into content marketing from day one”
  2. Measure Interactions, Audience Relationships, and Business Outcomes
    • “Marketers need to measure how content marketing performs and creates value in three crucial dimensions: immediate interactions with the content, impact on customer relationships, and downstream business outcomes or marketing goals.”
  3. Beware Of Vertical Optimizations That Break away From Overall Marketing Goals
    • “Marketers need to understand how to balance touchpoint-specific performance against larger marketing priorities, such as audience size against perceived customer value”

These principles dictate that a successful content marketing measurement strategy must take all marketing and business goals into consideration. Companies that can do this stand a much better chance at succeeding. The are two distinct steps to measuring content marketing – first, you must make the decision to measure and invest in a sound measurement strategy. And second, you must measure holistically. With plenty of data sources to draw from, choosing the wrong one can be as ineffective as choosing not to measure at all. Visually’s latest ebook, “How Much is Your Content Worth?” sheds some light on the true value of content and how marketers can take advantage of content marking data. Visually’s team of content marketing experts examine the link between engagement, measurement, and ROI, including an in-depth look at how tools like native analytics can provide robust datapoints for measuring content.   Jon Salm is an associate client analyst at Millward Brown Digital in New York City and a freelance data journalist in the Visually marketplace. He has a bachelor’s degree in English from Washington and Lee University. You can follow him on twitter @Jon_Salm.

The post How Content Marketing Measurement has Evolved appeared first on ScribbleLive.

]]>
Design, Technology & The Future of Content Marketing at General Assembly http://www.scribblelive.com/blog/2014/08/15/future-of-content-marketing/ Fri, 15 Aug 2014 17:00:13 +0000 http://www.scribblelive.com/blog/2014/08/15/future-of-content-marketing/ Three of the brightest minds in content marketing gathered at General Assembly in New York City on Wednesday for a panel discussion titled Design, Technology & The Future of Marketing. Photo by Laura June Kirsch The talk featured Annie Werner, who works on content strategy and community at Tumblr, Emersson Read more...

The post Design, Technology & The Future of Content Marketing at General Assembly appeared first on ScribbleLive.

]]>
Three of the brightest minds in content marketing gathered at General Assembly in New York City on Wednesday for a panel discussion titled Design, Technology & The Future of Marketing. 2014_8_13_NewsCred_©LauraJuneKirsch-6750Photo by Laura June Kirsch The talk featured Annie Werner, who works on content strategy and community at Tumblr, Emersson Barillas, Executive Creative Director, Integrated Marketing at the Atlantic, and Stew Langille, Visually’s own Co-Founder and CEO. Sumit Guha, VP of Engineering at NewsCred, acted as moderator. The event served to highlight NewsCred’s partnership with General Assembly. This “global partnership,” said Guha, strives to “educate people on how to become better marketers.” If Wednesday’s event was any indication, the partnership is well on its way towards creating smarter, craftier, and more effective marketers. Here are some of the highlights:

“Platform, platform, platform” – Emersson Barillas

While the panel’s participants represented three different areas of the content marketing world, all three noted the power of the platform. In a crowded media landscape, different platforms represent both a marketing challenge and an opportunity for massive success. Brands and marketers must speak to consumers differently depending on the platform they use, and each platform offers another shot at success. At Tumblr, Werner often deals with the question ‘what’s the point of tumblr if people already follow my brand on Facebook and Twitter?’ Her response is simple: “Repetition works,” she said. “Saying the same thing multiple different ways on different platforms is effective.”

“We are deciding in very small increments of time what is exciting to us” – Stew Langille 

It’s no secret that the competition for consumer eyeballs has never been stiffer. One of the best ways to combat this is quickly becoming the marketing world’s worst kept secret – microcontent. “A visitor is going to make up their mind in the first four pixels if they’re going to stay or not,” Barillas said, without a hint of hyperbole. To borrow Langille’s analogy, using a “bite-, snack-, and meal-sized” approach through microcontent can help grab consumer attention and turn them into loyal customers. After the initial bite-sized grab for attention, return later with snack-sized and meal-sized pieces of content to build loyalty and favorability for your brand.

“People want their online lives to coexist [with their offline lives]” – Annie Werner

One of the more interesting parts of the night occurred when the conversation turned briefly to online/offline behaviors. While the Internet is often seen as a space to escape the normalcy of everyday life, Werner sees the opposite with Tumblr users. Instead, she sees users utilizing the platform as an extension of their everyday lives. Gone is the era of screen names and online forum handles. Today’s consumers are more likely to directly link their personal lives with their online activity, which could represent an opportunity for marketers.

“We’ll always tell stories. How to craft them is the important part” – Emersson Barillas

Marketing must always be linked to storytelling – there are no two ways about it. Storytelling is such an innate, essential part of the human experience that a good story will resonate no matter how it is told. Content marketing is perhaps the leading trend in the marketing world, but Barillas was quick to remind the audience that marketers must create content with a compelling story in mind, rather than creating content just to create content. One of the best ways to do this is to use visual content such as infographics: “Infographics inherently show their value, immediately,” Barillas said, easily conveying a story through visuals. Crafting content is as important, if not more important, than what platform it runs on or what format it inhabits.   Jon Salm is an associate client analyst at Millward Brown Digital in New York City and a freelance data journalist in the Visual.ly marketplace. He has a bachelor’s degree in English from Washington and Lee University. You can follow him on twitter @Jon_Salm.

The post Design, Technology & The Future of Content Marketing at General Assembly appeared first on ScribbleLive.

]]>