Stephanie Castillo – ScribbleLive http://www.scribblelive.com ScribbleLive is the leading end-to-end platform for content marketing engagement. Wed, 13 Jul 2016 18:26:55 +0000 en-US hourly 1 http://s3.amazonaws.com/scribblelive-com-prod/wp-content/uploads/2016/06/favicon-91x80.png Stephanie Castillo – ScribbleLive http://www.scribblelive.com 32 32 Making the Case for Content Marketing: Research & Statistics http://www.scribblelive.com/blog/2015/10/27/make-case-content-marketing-research-statistics/ Tue, 27 Oct 2015 13:08:01 +0000 http://www.scribblelive.com/blog/2015/10/27/make-case-content-marketing-research-statistics/ As the digital landscape evolves, it can be hard to stay on top of the best ways to reach your target market. Whether you’re focused on a B2B or B2C audience, chances are you’re considering a shift toward content marketing. Display advertising is getting tougher, so many marketers are finding more fruitful ground Read more...

The post Making the Case for Content Marketing: Research & Statistics appeared first on ScribbleLive.

]]>
As the digital landscape evolves, it can be hard to stay on top of the best ways to reach your target market. Whether you’re focused on a B2B or B2C audience, chances are you’re considering a shift toward content marketing. Display advertising is getting tougher, so many marketers are finding more fruitful ground through organic, social, email, and native advertising. There are tons of stats and reports that support adopting content marketing strategies, but (and this is kind of meta) there are enough marketers producing content about content marketing that it can be hard to zero in authoritative sources (or track down the original source). Here’s a big push in the right direction–good luck making the case!
Content gains trust According to AOL and Nielsen, 27 million pieces of content are shared daily. Some of it is great, some not so great. Content can serve many purposes, but to be successful and stand out it needs to create value for potential readers.
playbook-blog
The good news is that your audience is more willing to develop a relationship with you via your content. Ascend Media notes that 74% of customers prefer to get to know a brand through articles than through ads. Content also endures. When an ad spend dries up, content stays live, is discoverable, reusable, and continues to bring your audience value. Heck, we’re linking to a few reports that are a few years old in this article!
Good content rocks SEO SEO used to be confined to being more technical as it hinged on URLs, tags, sitemaps, etc. At a time when shallow content made it easy for Google’s crawlers to make a mark for websites, the weak content hauling in the search traffic wouldn’t be able to keep readers once they got onto the site. As Google and others have made algorithmic shifts to reward quality content, it’s become a more rewarding place for content marketers who go the extra mile.
google-algo-journey
Bottom line, marketers who aren’t creating compelling content are having a difficult time with SEO. To make the case clear, just look at the big changes Google has made to its algorithm:
  • In 2012 the Panda update karate chopped low-quality content.
  • In 2012 the Penguin update KO-ed spammy backlinks.
  • In 2014 the Pigeon update made search results more relevant.
  • In 2015 Google ran out animals starting with “P,” but it pushed through “Mobilegeddon,” which hurt sites with a poor mobile experience.

Google wants its users to immediately find content that’s useful, informative, and easy to consume. According to a July 2015 report from Acsend2, 33% of marketers said that a lack of quality content has been a significant challenge to SEO success. This shortcoming stems from the need of original, high-quality content. The more valuable a piece of content is, the more likely it is that readers will spend more time on the page and share across their social networks.
Content helps convert content-converts In addition to building your brand and empowering your audiences, content moves your prospects and leads down the funnel. In a study by DemandGen, leads who are nurtured with targeted content produce a 20% increase in sales opportunities. Further, website conversion rates are almost 6 times higher for content marketing adopters versus non-adopters. Even existing customers can benefit from awesome content that helps them do their job better or makes their day-to-day a bit less stressful not only keeps them happy, but makes them strong evangelists for your brand. And when they win, you’re more likely to win, too. Not only can you increase LTV, but creating content that is readily shareable makes it that much easier for them to spread the word–and (according to Nielsen) 92% of people trust referrals from people they know.
Content speaks better than advertising Creating more content isn’t the answer, however. This past year alone, US ad blocking grew by 48% to reach 45 million active users. The rise in ad blocking is pushing publishers, advertisers, consumer groups, and tech vendors to think of new ways of bypassing these speed bumps. More often than not, consumers feel bombarded by content that is neither useful nor entertaining. The high use of ad blocking shows just how important it is for consumers to take back their virtual experience.
Youtube Supporting this growth in ad blocking is Apple’s recent iOS update that broadens the tool’s reach by supporting apps that filter out ads and other noisy content on the mobile front. Youtube is also joining the ad-free experience by launching YoutubeRed. This move towards buying-in to opt-out of ads gives consumers a louder voice as they stand their ground against unwanted content.
In this same light, research by PageFair and Adobe shows that of those not currently using ad blocking, 41% say they would consider using the tool if the quantity of ads increased from what they typically see — 57% for those aged 18-34. This raises the question of whether consumers would be less likely to use ad blocking if the content that interrupts their experience were more relevant and personalized? This is a huge turning point for marketers given the spike in native ads, sponsored posts, and other paid content. We all consume content, and as marketers, we should be hyperaware of the content we create for our audiences.
We’re human after all Just because Salesforce has predicted that customers will manage 85% of their relationships without talking to a human by 2020, it does not mean that customers expect to interact with a robot. Whether your goal as a marketing team is to raise awareness, drive engagement, or build your client list, your content marketing will be successful if you make sure your content goals are tied to your company’s major business objectives. How content will support your bottom line can take many different shapes. But being able to make the case for content is the first step to making sure your marketing efforts stay in front of the trends. Want to dig deeper? Get more stats and analysis with our look at the future of content marketing, or check out our playbook for social media marketers.

The post Making the Case for Content Marketing: Research & Statistics appeared first on ScribbleLive.

]]>
10 Marketing Reports Everyone Working Online Should Read http://www.scribblelive.com/blog/2015/10/12/10-reports-every-marketer-needs-read/ Tue, 13 Oct 2015 03:25:53 +0000 http://www.scribblelive.com/blog/2015/10/12/10-reports-every-marketer-needs-read/ It’s no surprise that digital marketing is constantly evolving and adapting to the trends that appeal to our target audiences. Through testing different approaches, marketers can get a sense of what works best for their demographics. Because there is often a lot of content created off the heals of these Read more...

The post 10 Marketing Reports Everyone Working Online Should Read appeared first on ScribbleLive.

]]>
It’s no surprise that digital marketing is constantly evolving and adapting to the trends that appeal to our target audiences. Through testing different approaches, marketers can get a sense of what works best for their demographics. Because there is often a lot of content created off the heals of these trends, it can be difficult to get the full scope of what actually works. Companies and organizations work every year to bring a bit more clarity to the field by diving deep and asking the bigger questions. In this post we’ll go over 10 reports you need to read before you start planning your marketing objectives for 2016.
    1. B2B Content Marketing 2016 Benchmarks, Budgets, and Trends — North America | CMI and Marketing Profs

      b2b-content-creator-top-priorities-2016 For the sixth consecutive year, Marketing Profs and Content Marketing Institute have teamed up to produce this report that dives into the effectiveness of content marketing; goals, metrics and priorities; strategy and organization; and more! One key theme that emerges from this year’s B2B research is that although marketers know they should be doing content, only 30% of B2B marketers say their organizations are effective at content marketing – down 38% from last year. Make sure to read this report to get insight into what makes these marketers so successful and where others fall short.

    2. Demand Generation Benchmarks | Hubspot

      Demand-Gen-Benchmarks-SW-Visitors In comparing successes and shortcomings, marketers often lack access to industry data. This could hinder your business when you are measuring your KPIs. Sure, you may have had 50 new opportunities last month, but other companies within your industry could be averaging 150 new opportunities! This is why having benchmarks is so helpful. It can help you determine where you stand in your industry. This report from Hubspot gives you access to data from over 900 other marketers across all industries and shares insight on funnel benchmarks, cost per lead benchmarks, email open and clickthrough rates, and marketing investments by tactic.

    3. The Ultimate Guide to Content Marketing ROI | Newscred

      newscred The process of quantifying your content marketing efforts can seem daunting. Even if you have a grasp on forecasting tools, measuring analytics and KPIs, you need a process and framework to support your content strategy to be able to measure your content program’s full return. This guide gives lends sample scenarios and stats so you can determine which KPIs will indicate growth for your business.

    4. 2015 State of Marketing | Salesforce

      salesforcereport In this second annual report, Salesforce surveyed over 5,000 marketers around the world to get a scope for top priorities across all digital channels. Emphasizing the most pressing business challenges, this report gives way to the importance of mobile and highlights that you should evangelize the customer journey into your organization.

    5. 2015 Social Media Marketing Industry Report

      ms-2015-social-media-marketing-report-480 Are you using Pinterest, Instagram, or SlideShare? There are a number of social media channels that can connect you with your audience. Similar to having insight into industry benchmarks, it’s important to get a sense of how others in your industry are using social and to what extent. In this study Social Media Examiner surveyed over 3700 marketers to dive into the who, what, when, where, and why of social media marketing. Zooming in on the difference between B2B and B2C marketing, this report dives into how large business vary from smaller business in their social media activities as well as what social platforms marketers will focus on in the future.

    6. Social Media Marketing Trends: Survey Summary Report | Ascend2

      ascend2 Social media marketing, when planned properly, can be very effective. Nevertheless, creating compelling content for social media marketing is also the most difficult to execute. Similar to Social Media Examiner’s study, Ascend2 created a report on social media marketing trends. This report uncovers how content drives social media marketing, the most effective social media tactics used, and comparative analysis of social media tactics.

    7. Digital Is Driving Growth | Carat

      carat Carat, the leading global media network, released its latest ad spend report. Carat predicts a positive outlook in 2016 with global growth of +4.7%. For marketers, a key takeaway from this report is that digital is driving growth mainly fueled by online video. In addition, mobile continues to account for the greatest advertising spend growth across all media. Take a look at the full report to learn how this ad forecast can give you a leg-up on your marketing plans.

    8. State of B2B Product marketing 2015 | Regalix

      regalix Just like the tides of content marketing have changed, the state of product marketing is shifting as well. Regalix surveyed companies whose products varied from Software to Hardware, Cloud and Mobile. In this study, Regalix found that the majority of companies (84%) invest in product marketing, however there is a lack in enthusiasm when it comes to collecting product feedback and measuring product satisfaction. Take a look at the full survey to get a sense of what type of content is considered most effective during the introductory and growth phase.

    9. Visual Marketing: Scale to Win | Digiday and Chute

      digiday Consumers are met with visual images more than ever before. Although marketing teams are investing more time and budget into visual marketing, this study finds that they’re often using tactics that underperform across the board. This report dissects the various marketing techniques that account for the disparity across visual assets used, as well as how much visual labor is really costing your team.

    10. The Rise of the Marketer: Driving Engagement, Experience and Revenue | Marketo

      rise-of-the-marketer Marketo commissioned this report by the Economist Intelligence Unit to survey CMOs and senior marketing executives around the world to see how they have experienced the changing wave of marketing. This report covers how marketers see the future, marketing as a revenue driver, and the marketing technology ecosystem. One key piece of information coming from this study is that marketing will increasingly be seen less as a cost and more as a source of revenue. This perspective may just be the key that opens up huge possibilities allowing for more experimentation and creativity to push this source.

These reports combined paint a vibrant portrait of the state of marketing. Backed with a ton of data, it is apparent that marketing is not completed in a vacuum. Looking across departments and across channels, marketers need to have a complete picture of their company’s bottom line before embarking in any activity. If you’re thinking about how you’ll apply these findings to your 2016 marketing plan, download our latest eBook, The Visual Content Playbook for Social Media Marketing, to see how you can get a head start on one of the fastest growing marketing channels.

The post 10 Marketing Reports Everyone Working Online Should Read appeared first on ScribbleLive.

]]>
10 Sessions You Should Attend at Content Marketing World http://www.scribblelive.com/blog/2015/09/03/sessions-content-marketing-world/ Fri, 04 Sep 2015 01:55:18 +0000 http://www.scribblelive.com/blog/2015/09/03/sessions-content-marketing-world/ Content Marketing World has become a captivating event that places content as the heart of marketing. With audiences doubling in size every year, companies are realizing how important it is to understand, create and distribute content. If you’ve taken a glance at the conference’s agenda, even the most prepared can Read more...

The post 10 Sessions You Should Attend at Content Marketing World appeared first on ScribbleLive.

]]>
Content Marketing World has become a captivating event that places content as the heart of marketing. With audiences doubling in size every year, companies are realizing how important it is to understand, create and distribute content. If you’ve taken a glance at the conference’s agenda, even the most prepared can become overwhelmed. With over 150 sessions from more than 100 speakers representing HarperCollins, LinkedIn, Lenovo and General Electric to name a few –. Here are 10 sessions from CMW –taking place in Cleveland, September 8-11, 2015— that you will want to add to your list.
  1. The Strategy and Execution Behind Marriott International’s Global Creative + Content Studio | B2C

    Marriott International is the first travel company to launch a global content studio. At this session you’ll learn about the “3C” content strategy and approach used to develop, produce, and distribute creative + content for 19 brands, 4,100 hotels, in 80 countries. Take notes on the shifts in media consumption and how that insight has gone into building a global content organization. Fast and Affordable: Get a Quote Speaker: David Beebe When: September 9, 2015 | 10:45AM – 11:30AM

  2. Practical Tips, Tools and Templates to Build Your Content Marketing Strategy | Tools/Technology

    Creating content to stand out above the noise and reach customers is the goal for most content marketers. However, they fail to document what they are trying to achieve, how they will get it done, and what measures proves success. In this session you’ll learn how to build an effective customer journey map, generate 100 content ideas in just a few minutes, and the way in which marketers must develop new skills and a new creative process. Speaker: Michael Brenner When: September 9, 2015 | 11:45AM – 12:30PM

  3. How to Effectively Outsource Content to Freelancers | Panels

    Have you thought about outsourcing your content creation? In this session a panel of experts who are both pro-outsourcing content and against outsourcing content will discuss if it’s an effective channel for content creation and succeed in today’s content marketing landscape. Speakers: J.D. Peterson, Joanne Cleaver, Jason Miller, Arestia Rosenberg, Heather Hurst When: September 9, 2015 | 2:30PM – 3:15PM

  4. Visual Storytelling at Scale | B2B

    GE is a continually evolving brand that has mastered connecting with its audiences through science and technology. In this session you’ll explore how GE leverages new digital channels to create content that is entertaining, insightful and tailored to their audiences. Speaker: Katrina Craigwell When: September 9, 2015 | 3:30PM – 4:15PM

  5. How Senior Marketers & CMOs Are Structuring Around Content Marketing | Panels

    If you’re curious about the ways that enterprises are planning and incorporating content into their marketing, you should just go straight to the top. In this session, you’ll hear from senior marketers from a range of industries on how they are planning their future with (or without) content marketing. Speakers: Todd Wheatland, Allen Gannett, Chris Moody, Courtney Pierce, Jeannine Rossignol When: September 10, 2015 | 11AM – 11:45AM

  6. The Opportunities in Native Advertising | Panels

    Native Advertising has gained popularity as one channel for marketers to promote and distribute content, however it’s important to keep in mind the challenges with it as well. In this session, you’ll learn the basics of native advertising and what programs you should consider as part of your overall strategy. Speakers: Bo Sacks, Sarah Dale, Mike Feeley, Sachin Kamdar, Claire Robinson When: September 10, 2015 | 2:45PM – 3:30PM

  7. Words + Pictures: A Content Marketer’s Guide To Visual Content | Visual Storytelling

    Visual content is able to communicate more information than just plain text alone. As content marketers, being able to tell your brand’s story visually through an ever-changing landscape of delivery channels can be challenging. In this session you’ll learn practical tips for planning, organizing, delivering and optimizing visual content. Speaker: 10 Sessions You Should Attend at Content Marketing World appeared first on ScribbleLive.

    ]]> San Francisco is for Marketers http://www.scribblelive.com/blog/2015/04/13/san-francisco-marketers/ Mon, 13 Apr 2015 17:00:02 +0000 http://www.scribblelive.com/blog/2015/04/13/san-francisco-marketers/ This coming week will be busy a busy one for the thousands of marketers making their way to San Francisco for Marketo’s Marketing Nation Summit. If you’re a last minute packer, don’t forget to check out the ultimate marketing packing list and our roundup of sessions that content marketers should Read more...

    The post San Francisco is for Marketers appeared first on ScribbleLive.

    ]]>
    This coming week will be busy a busy one for the thousands of marketers making their way to San Francisco for Marketo’s Marketing Nation Summit. If you’re a last minute packer, don’t forget to check out the ultimate marketing packing list and our roundup of sessions that content marketers should not miss. While you’re in town, you may have some free time after all the sessions and happy hours to explore, or perhaps you’re extending your trip to soak in the sun (and fog). Here are 10 things that marketers will love to do while visiting San Francisco.

    1. Coffee

    SF Muni Metro Coffee Shop Map

    When you’re in San Francisco and in need of a jump-start, have no fear – there is no shortage of caffeine. Your predicament will be choosing which coffee shop to go to. Thrillist put this handy guide together that maps the best and closest coffee shops (under a 10 minute walk) from every stop on Muni. Every coffee shop is eccentric in its own way. You’ll be sure to pick up a few marketing quirks that make these shops stand out from their competitors.

    2. Bike Around Town

    San Francisco Bicycle System

    Whether on a BikeShare, fixie, double-decker bike, or pedicab, you’ll see folks riding around on wheels. Don’t be afraid to hop on a bicycle and explore the city — it’s one of the quickest ways to get around. You can even rent a bike, cruise through Crissy Field and ride across the Golden Gate. If you have enough energy, try riding to Sausalito and bringing your bike back on the ferry. Click on the map above to get some riding tips and best routes for cyclists!

    3. Off The Grid

    Offthegrid San Francisco has become the city of food trucks. Off the Grid was founded on the idea of bringing communities together through shared food experiences. With over 35 weekly public markets throughout the Bay and a large variety of cuisines, you should definitely put this on your list to check off during your visit to San Francisco. The thought put into the design and aesthetic of each truck is sure to get any marketer thinking about their own business’ branding efforts.

    4. Ferry Building

    FerryBuilding_ If you don’t have time to go out to Off the Grid or if food trucks aren’t your calling, try a visit to the city’s famous Ferry Building. Although it’s still a fully functional ferry terminal, the Ferry Building houses a number of unique shops, a farmers’ market and a marketplace. On Saturdays from 8 a.m. to 2 p.m., and Tuesdays and Thursdays from 10 a.m. to 2 p.m., you can catch some of San Francisco’s best known chefs and most famous farmers at the market. Thursday is best known for its array of street food, but any day you go you’ll be sure to see locals in action.

    5.California Academy of Sciences

    living_roof_hero_lg-3 The California Academy of Sciences is a great places to immerse yourself in the elements of the world. With a planetarium, four-story rainforest exhibit, aquarium, hands-on tide pool exhibit and an earthquake simulator, you’ll find yourself engaged for hours. A visit to this extraordinary science museum is worth it just for the living roof. Just as the living roof helps sustain the building’s automated systems and skylights, marketers that visit the California Academy of Sciences will leave San Francisco thinking about ideas on how their department can come full circle to help maintain their business goals.

    6. Art Walk

    Screen Shot 2015-04-12 at 11.52.15 PM San Francisco is filled murals that speak to the city and those living in it. Click on the map above to explore a mixture of civic art, landmark or other notable buildings, and Privately Owned Public Open Spaces (POPOS). The way in which the various pieces of art speak to the city is similar in the way in which marketers tell the bigger story around their company. Telling a story visually is powerful, as evident by the art across San Francisco. Telling your company’s story visually can also be a way to embed its message within your target audience. We can help with that!

    6. Cable Cars

    CableCar Cable cars aren’t just a tourist activity, locals actually use it too. You can buy a pass for the whole day for just over $10. If you’ve already ridden a cable car before, you might want to visit the Cable Car Museum. It houses a collection of historic cable cars, photographs, mechanical displays and gift shop. And it’s free!

    7. Urban Hiking

    Hill Mapper San Francisco

    Just because you’re in a city, doesn’t mean you have to forgo your connection to the nature around. If you’re feeling like you want to get your heart rate up and want to explore the city trails, Urban Hiker SF has regularly scheduled hikes that average around 2.5 hours. This out-of-the-ordinary style of hiking will be sure to get you thinking about what out-of-the-box marketing tactics your team could implement.

    8. Catch a Giants Game

    Diamondbacks Giants Baseball Baseball season is back! If you’re in town for Marketo’s Summit, you might want to catch a Giants game Tuesday or Wednesday night at AT&T Park. If you’re coming by way of Colorado, there’s an extra incentive in that the Giants will be playing the Rockies!

    9. Golden Gate Park

    At 20 percent larger than Central Park in New York City, there’s plenty to explore at Golden Gate Park. Home to the de Young Museum, California Academy of Sciences, the Conservatory of Flowers, the Japanese Tea Garden and more, Garden, Golden Gate Park makes for a great place to take a break from the hustle and bustle from the city.

    10. Find the Yoda Statue

    AP For the Star Wars crazed marketers visiting the city, visit the Lucasfilm Headquarters for a fun scavenger hunt. There’s a 26-inch life-sized Yoda statue that guards the entrance of the building, as well as a 6’6” Darth Vader that rests inside the lobby. If you can’t find it, you can also enjoy the surrounding public park with the Walt Disney Family Museum and the Palace of Fine Arts nearby. Whatever you love to do, San Francisco has something for you. While you’re at the Summit, don’t forget to come visit Visually at booth 223! There’ll be a special something waiting for those who pre-register here.

    MktoForms2.loadForm(“//app-ab09.marketo.com”, “729-DHM-431”, 1091);

    The post San Francisco is for Marketers appeared first on ScribbleLive.

    ]]>
    The Ultimate Marketing Conference Packing List http://www.scribblelive.com/blog/2015/04/08/ultimate-marketing-conference-packing-list/ Wed, 08 Apr 2015 17:00:59 +0000 http://www.scribblelive.com/blog/2015/04/08/ultimate-marketing-conference-packing-list/ You’ve registered for your next conference, now it’s time to get ready. Besides thinking about how many non-wrinkle shirts, collapsible bags and toiletries you should bring, you want to think pragmatically about the things you’ll actually use once you have arrived. Here are some items you should add to your Read more...

    The post The Ultimate Marketing Conference Packing List appeared first on ScribbleLive.

    ]]>
    You’ve registered for your next conference, now it’s time to get ready. Besides thinking about how many non-wrinkle shirts, collapsible bags and toiletries you should bring, you want to think pragmatically about the things you’ll actually use once you have arrived. Here are some items you should add to your suitcase before heading out to your next conference.

    Business Cards

    It’s open season when it comes to acquiring business cards at a conference. As sales teams are attempting to collect as many leads as possible and conference goers are trying to establish connections, it’s always safe to bring extra business cards. Along these same lines, it’s also a good idea to keep a pen on hand to write down any notes that makes your new contact memorable when you’re ready to follow up. You might want to bring a special case or ziplock bag to keep on your new contacts all in one safe place. You wouldn’t want to lose them after all that networking and countless conversations.

    Chargers

    Both material and ephemeral, chargers are extremely important when going to a conference. As you’re taking notes in sessions, answering some emails, or reaching out to someone you’ve just connected with, you’ll want to make sure you have your computer, tablet, or phone charger. If you have any spares lying around, don’t forget to bring them as well – maybe even a power strip. You never know who you’ll run into who might be in need of some extra charge. Conferences can also be physically draining, so make sure to pack whatever pick-me-up you need, be it snacks, a book, or you might want to pick up one of these for a quick nap.

    Apps

    Some conferences may have their own app to help guide you through the event with tips on what to do and ways to engage. If not, you’ll want to assemble your own army of apps to optimize your experience. Apps like Skype and Twitter will help you stay connected and help you live-tweet. You should have Google maps on deck to help you navigate around town if you’re unfamiliar with the area. Apps like Lyft or Uber can help get you around, although riding around San Francisco on public transportation is also an experience in and of itself that you should try. If you’re going about the conference and are already thinking about what you’ll be having for dinner, you could make reservations with OpenTable.

    Wifi

    Although there is usually some sort of wifi connection at conferences, it tends to be extremely spotty since everyone attending will be connected. If you’re planning on sending emails or searching the corners of the internet for information on a hot prospect, it pays to plan ahead and bring a portable wifi hotspot.

    Bag

    The trade show floor is always a hotspot for swag. Companies will be handing out T-shirts, pens, stress-balls, bottle openers, thumb drives — anything you can put a company logo on. It could be handy to bring a reusable bag to carry your swag and any flyers you might pick up.

    Hit list

    With tons of sessions, workshops, and booths to visit, conferences can be overwhelming if you don’t plan ahead. Check out this list of sessions that content marketers shouldn’t miss at the 2015 Marketing Nation Summit.

    Goals

    You’ll want to come barging through those conference doors with a list of goals you want to achieve by the end. Are you hoping to spread the word about your company? Pick up some valuable tips from different sessions? Network with like-minded folks? Target highly qualified leads? However your goals are focused, take some time before you leave for the conference to think about what you want to accomplish, action items to make that happen and how your time can best be spent to help move the needle for your company. Keep in mind that packing light for any occasion is always a good idea. Chances are you will have a lot to bring back. If you’re attending the Marketing Nation Summit, make sure to let us know by signing up and stopping by booth 223! We’ll have something special waiting for those who pre-register here.

    The post The Ultimate Marketing Conference Packing List appeared first on ScribbleLive.

    ]]>
    Hot Picks for Content Marketers from the Marketo Summit Agenda http://www.scribblelive.com/blog/2015/04/07/hot-picks-marketo-summit/ Tue, 07 Apr 2015 11:00:21 +0000 http://www.scribblelive.com/blog/2015/04/07/hot-picks-marketo-summit/ Every year the Marketo Marketing Nation Summit brings thousands of professionals together to connect with ideas, marketers and resources to help you achieve success faster, though if you’ve taken a look at the session line-up, it’s easy to get overwhelmed. As a content marketer, you’ll naturally want to hit all Read more...

    The post Hot Picks for Content Marketers from the Marketo Summit Agenda appeared first on ScribbleLive.

    ]]>
    Every year the Marketo Marketing Nation Summit brings thousands of professionals together to connect with ideas, marketers and resources to help you achieve success faster, though if you’ve taken a look at the session line-up, it’s easy to get overwhelmed. As a content marketer, you’ll naturally want to hit all the sessions related to your field, but don’t get locked in. Stay above the fold by attending sessions outside your wheelhouse that you could benefit from. Here are 10 sessions from Marketo’s National Summit — taking place in San Francisco, April 13-15, 2015 — that you will not want to miss.

    The 3 Stages of Content Marketing

    Every content strategy should have a full timeline that includes a beginning, middle and end. Marketo has invited three of their content marketing partners to give their take on best practices and use cases across all three phases. From the beginning with content ideation, to the middle stage of experience and engagement, to the final phases of reporting, this session will show you how best to do content marketing. Speakers: JD Peterson (Scripted), Seth Lieberman (SnapApp), Yoav Schwartz (Uberflip)

    The Secret Sauce in Your Content Barbecue

    Given the over-saturation of content, what you need is better content — not more. The question is, what does “better” mean and how can your content draw the right kind of people? In this session, Ann Handley will shed some light on ways you can develop your own tone of voice that will attract customers to your posts and create content that will make others love you. Speaker: Ann Handley (Marketing Profs)

    Engaging Users Through Targeted Marketing Over a Long Purchase Lifecycle

    Long purchase cycles can be a challenge when trying to keep consumers engaged with a brand. This session will go into how James Hardie Building Products leverages Marketo to take a targeted approach to reaching consumers with relevant content, increasing engagement more than 70 percent and increasing marketing campaigns by 500 percent while maintaining the same marketing staff. Speakers: Bridget Kulla (James Hardie Building Products)

    Personalized Dynamic Emails That Rock!

    Automating key parts of the email process is great for efficiency and measurability, but you still want to keep your emails as personal as possible. This session will dive into the ways in which you can set up personalized and relevant emails that will double your customer engagement. Content marketers will love learning about the algorithms and tools Auction.com uses to pick the best content for each customer. Speakers: Julia Linker (Auction.com) & Wold Rendall (Auction.com)

    Flawlessly Executing a Content Marketing Operation

    Five9 and Kapost recently teamed up to complete their first content marketing pillar campaign. This session will go into the success of Five9’s eBook, which drove four times as many leads and three times as many closed deals, to showcase how the development of a content operation that centers on delivering value through content can bring about notable business results. Speakers: Jesse Noyes (Kapost), Pat Oldenburg (Five 9)

    The Future Content Marketing Team: How Marketo Has Built A Next Generation Content Organization

    Content has proved to be a crucial piece to the marketing puzzle. Instead of fighting for its place at the table, content marketers are now faced with a high volume of requests and a lack of process to handle them effectively. This session will walk you Marketo’s solution to this challenge. By building a content strategy bureau, Marketo will teach you how to evaluate, organize and optimize your resources. Speakers: Dayna Rothman (Marketo), Ellen Gomes (Marketo)

    The Holy Grail of Account Based Nurturing

    Targeting and nurturing the right individuals is crucial to every marketer. One must go beyond the basic behavior and segment your content based on your customer and what kind of account they are. In this session you’ll learn how to create and optimize your Marketo lists, nurture leads based on their stage in the buying cycle and ways to converts leads into opportunities. Speakers: Debbie Margulies (LeanData), Shonal Narayan (Hylite Marketing)

    The Customer-First Imperative: Success in an Omni-Channel World

    Today, consumers are interacting with companies seamlessly through online, mobile and in-store channels. They are consistently researching and providing feedback about products and services using a variety of content types across devices. Given that consumers expect a consistent experience that is informative and entertaining, this session will cover how companies are meeting these demands by adopting “customer-first” strategies. Speaker: Emily Reagan (Bazaarvoice)

    Now That’s Growth: How We Used Marketo to Grow Activist Recruiting 10X

    The Heritage Foundation is a non-profit advocacy group whose goal is to take people from email subscribers or website visitors and turn them into committed activists. This session will detail the ways in which their Marketo program, Munchkin Code, and a new approach to content delivered immediate and sustained growth. For both non-profit marketers and consumer marketers alike, many could learn from the story of how The Heritage Foundation accomplished the 10X growth. Speaker: Nathanael Yellis (The Heritage Foundation) Click here for the full session list. Don’t forget to come visit Visually at booth 223! There’ll be a special something waiting for those who pre-register here.

    The post Hot Picks for Content Marketers from the Marketo Summit Agenda appeared first on ScribbleLive.

    ]]>
    12 Tools For Creating And Discovering GIFs http://www.scribblelive.com/blog/2014/11/18/12-tools-creating-gifs/ Tue, 18 Nov 2014 19:00:30 +0000 http://www.scribblelive.com/blog/2014/11/18/12-tools-creating-gifs/ Animated GIFs. You see them everywhere, usually as a response, reaction or qualifier that adds extra oomph to any statement. For the longest time GIFs have been associated with the Internet’s funny bone, but now brands are finding ways to incorporate this form of visual content into their marketing. After Read more...

    The post 12 Tools For Creating And Discovering GIFs appeared first on ScribbleLive.

    ]]>
    Animated GIFs. You see them everywhere, usually as a response, reaction or qualifier that adds extra oomph to any statement. For the longest time GIFs have been associated with the Internet’s funny bone, but now brands are finding ways to incorporate this form of visual content into their marketing. After all, GIFs occupy a space between images and video that leaves much room for exploration. Creating Charts for Presentations Here we’ll review 12 tools to get you started with creating, discovering and hosting GIFs. Some of the tools below require a bit more practice to master, but you’re guaranteed to find something that’s right for your GIF needs.  

    1. Giffing Tool

    Giffint Tool This is a Windows tool that allows you to create customized GIFS. With features like trimming video frames, adding text, and quality settings adjustments you can be well on your way to creating a library of GIFs that you can go back to and edit as needed.

    2. Gfycat

    Gfycat Currently in beta, Gfycat is a great place to host your GIFs. Often times, GIFs can be very large and may take more than the desired time to load, but Gfycat hosts your GIFs by using HTML5, which can make you GIF load-time feel nonexistent. Once you’ve uploaded your GIF you can change the configuration by playing it in reverse, slo mo, sped up, or paused frame by frame.

    3. Giphy

    Cat For those in a rush or who already have a GIF in mind they’d like to use, Giphy can be a great site for discovering animated GIFS. You can search by category, artist or keyword. While the site is primarily used for discovering GIFs, keep in mind that you can upload your own so it can be discovered and shared by others.

    4. GifYoutube

    GIFYoutube GIFYoutube is a web-based tool to help you convert any Youtube video into a quick GIF. If you don’t want to go to their site to convert the Youtube video, you can easily add “GIF” to the beginning of the URL (ex. www.gifyoutube.com/watch?v=AiVKfNeRbPQ) and your GIF will appear waiting for you to configure it for your needs. Unfortunately you’re not able to download the GIF, but you are given a link to the GIF that is easily shareable and does not contain a watermark.

    5. Recordit

    Recordit Available for both Mac and Windows, Recordit is a useful plugin that allows anyone to create a quick recording of their screen. Once you’ve downloaded and installed the tool, simply click and choose what portion of your screen you’d like to record. When you’re ready click the red button in your toolbar and you can record for up for up to 5 minutes. Once complete, you’re given a link to the GIF to either save or tweet.

    6. Gyazo

    Gyazo Like Recordit, Gyazo is an app that easily lets you capture your screen. Available for all platforms, once you open the program all you have to do is click to capture your screen, release and the recording will start. After capturing this, a private link automatically gets copied to your clipboard. Only those with the link will have access. Given its lack of sharing ability, this tool may be better suited for working within teams so you can document your steps. A tool with potential, Gyazo is a great tool to have top of mind when thinking about internal content.

    7. imgflip

    imgflip Imgflip is a basic free web-based app that allows you to capture visuals with uploaded images, video or any video URL. If you’ve done your fair share of GIFs and want to use other visual content, Imgflip also has a pie chart maker and meme generator for those moments that could use some extra humor.

    8. GIF Brewery

    GIF Brewery A Mac OS X app and currently in beta, GIF Brewery automatically extracts frames from videos and converts them into GIFs or PNG sequences. Like Giffing Tool, you can add lines of text to your GIF making it more useful to your audience if the visuals might be out of context when shared. GIF Brewery also gives you editing control over effects like sepia, color correction and CMYK halftone. Although there a small fee of $4.99, the UI and added features make for a convenient and seamless experience for created GIFs.

    9. Makeagif

    Makeagif Makeagif is a standard web-based tool for putting together a quick animated GIF. You can upload up to 40 images and rearrange them afterward depending on how you’d like them to appear. In addition to uploading your own images, you can pull video from Youtube, use your webcam, or upload your own video as well. Giving you full control over the frame speed and GIF size, when uploading the GIF Makeagif lets you choose whether you’d like to make your creation public or private. If you don’t mind a small watermark, it’s a great easy to use tool whose GIF quality is up to par.

    10. GIMP

    GIMP For a more hands on approach to creating GIFS, GIMP is an open-source image editor. Equipped with more functions than just creating GIFs, like photo retouching, image composition and image authoring, GIMP may be the tool for you if you’re looking for a free alternative to Photoshop. Just like the previous tools, GIMP strings together individual images and the frames are brought together by animation. The great thing about GIMP is its ability to single out specific frames and adjust the timing for that frame independent of the others in the GIF.

    11. GIFMaker

    GIFMaker GIF Maker allows users to upload and string together images to create a GIF. After uploading the images, users can fine-tune the canvas size and animation speed. This tool doesn’t allow for many more adjustments, but it’s especially handy if you already have an existing GIF and want to do quick resize without having to launch other apps. If a silent GIF doesn’t cut it for you, this tool also allows you to grab audio from any Youtube video.

    12. GifDeck

    GIFDeck Do you have a killer deck on SlideShare that you’d love to turn into a GIF? This is the tool for you! Simply grab your deck’s URL from SlideShare and GIF Deck will quickly convert it so you can get on your way to sharing it in emails or have it play natively on Twitter. Which tools do you recommend?   Stephanie Castillo is a digital marketing specialist at Visually. She has a bachelor’s degree in Anthropology and History of Art and Visual Culture from University of California, Santa Cruz. Follow her on Twitter: @StephanieIvania.

    The post 12 Tools For Creating And Discovering GIFs appeared first on ScribbleLive.

    ]]>
    16 Tools Every Social Media Manager Should Use http://www.scribblelive.com/blog/2014/10/20/15-tools-every-social-media-manager-should-use/ Mon, 20 Oct 2014 04:00:09 +0000 http://www.scribblelive.com/blog/2014/10/21/15-tools-every-social-media-manager-should-use/ Smart businesses know that social media is a power to be reckoned with: social media channels create a direct line of communication between your company and consumers, and they give anyone with an Internet connection instant access to the latest buzz around your products or services. But social media managers Read more...

    The post 16 Tools Every Social Media Manager Should Use appeared first on ScribbleLive.

    ]]>
    Smart businesses know that social media is a power to be reckoned with: social media channels create a direct line of communication between your company and consumers, and they give anyone with an Internet connection instant access to the latest buzz around your products or services. But social media managers have a million balls to juggle at once, so using that direct line of communication effectively can be a major achievement.

    The good news is that as social media has grown up, so have the tools that are available to help you master it. Here are 15 of our favorite social media tools for saving time, getting better results, and making the most of every single social interaction.

    The 16 tools below will help you and your social media manager take on the complexity of the job.

    1. TweetDeck

    This free, easy-to-use Twitter management tool allows you to oversee all aspects of your Twitter account(s) in one interface. One of the frustrations of managing multiple Twitter accounts is the need to log in and out any time you need to review content, respond to messages, or read tweets. Tweet Deck is the easy way around this daily headache. With this tool, you are able to connect multiple Twitter accounts, customize what you want to see, organize your feeds, and even compose and schedule tweets. If there are multiple people collaborating on a single Twitter account, you can add team members without needing to give them the password to the account.

    Considering TweetDeck is specifically tailored for Twitter, it may not be the best tool for those looking to simultaneously manage various social networks in one place. Nevertheless, it gives great deal of control over the intricacies of your Twitter profile, without the hassle of navigating across profiles.

    Pricing: Free

    2. Hootsuite

    Hootsuite takes it a step further and allows you to manage multiple social content streams from Twitter, Facebook, LinkedIn, Google+, Foursquare and many more networks. Working across multiple networks with a social team can be difficult, and Hootsuite makes it possible for you and your team to delegate between responses to fans and followers, eliminating the stress of coordinating responses and potentially overlooking valued fans. In the past, one of the biggest frustrations with Hootsuite was how it handled social media images. The good news is this issue is now fixed on Twitter, so scheduled posts will show up to four images directly in the feed. Another newer enhancement is Hootsuite’s ad beta, which helps you identify your best performing content on Facebook, and then helps you create ads to leverage that content for better performance.

    Pricing:

    • Free – Up to 3 social profiles + basic reports and scheduling.
    • $9.99/month – Up to 50 social profiles, one additional team member, and advanced scheduling and reporting features.
    • Enterprise (custom pricing) – Unlimited.

    3. Sprout Social

    Like many of the other tools on this list, Sprout Social allows you to schedule updates to your social media accounts. However, there are a couple unique features that set Sprout Social apart. In addition to monitoring and managing multiple social networks, SproutSocial’s clean interface also delivers deeper analytics. For example, Sprout gives you calculated engagement and influence scores, and if you’re using social media for customer support, it also measures your response time. You can even turn your messages into action items to create workflows or reminders surrounding your social activity–connecting the dots from the conversations happening online to real business. Another perk is the ability to discover new people to connect with and systematically remove bad connections, using the Discovery tools.

    Pricing:

    • Deluxe: $59 per user/month – Manage up to 10 profiles, 5 brand keywords, smart inbox, scheduling, brand monitoring, and reports.
    • Premium: $99 per user/month – Everything in Deluxe, plus up to 20 social media profiles. Also includes additional reporting and integration features.
    • Team: $500/month – Everything in Premium, plus up to 30 social media profiles and 5 users. Also includes additional team management features and 24/7 support.

    4. Visually’s Google Analytics Report

    Yes, we have tools, too! Even though we’re focused on creating great content, Google Analytics users can make sure they keep their eyes on the prize by signing up for our Google Analytics Report. Each week we’ll email you a custom infographic that gives you a snapshot of your website’s activity and performance. It highlights where your wins came from and calls out where you’re dragging. Forward it to your boss and you’ll look like a total rockstar (as long as the numbers are good).

    Pricing: Free

    5. Crowdbooster

    Many small businesses focus only on Facebook and Twitter, so the ability to manage other platforms isn’t top of mind. Crowdbooster helps streamline your social media activity so can you pay attention to what matters most. While you can use it as a scheduling tool to post updates, the real advantage Crowdbooster comes in its ability to identify your most valuable and most active fans and followers so that you can interact with them directly. It also analyzes the data in order to recommend ideal posting times for both Facebook and Twitter.

    Pricing:

    • Bronze: $9/month – 1 Facebook page, 1 Twitter, 1 user with a limit of 50k fans and followers. Includes audience growth, reach, and engagement metrics, social media scheduler, email reports, and online support.
    • Silver: $49/month – 10 social media accounts, 8 users, and unlimited fans and followers. Everything in the Bronze package, plus management for multiple users and priority email support.
    • Gold: $119/month – 30 social media accounts, 30 users, unlimited fans and followers. Everything in the Silver package, plus a dedicated account manager.

    6. Agorapulse

    Screen Shot 2015-12-09 at 9.35.34 PM

    Like some other tools on this list, AgoraPulse has a robust scheduling tool, but its strength lies in the inbox-like interface it uses to help you manage conversations on Facebook, Twitter, and Instagram. You can create filters to tag, flag, hide, or make assignments regarding content and followers. This can be useful for segmenting (by customers vs. non customers, for example), and making it easier to find existing conversations so you can build real relationships, even when stretched thin trying to cover several accounts. The app also includes a badging system that makes it easier to alert you when an influencer or advocate has posted, as well clear analytics that can be exported as PowerPoint slides.

    Pricing:

    • Free for basic Facebook analytics
    • Micro: $29/month – inbox, monitoring, and publishing for Facebook, Twitter, and Instagram, includes 1 account.
    • Small: $49/month – 2 accounts, plus some analytics.
    • Medium: $99/month – 5 accounts,  plus advanced reporting and user profiling.
    • Large: $199/month – 10 accounts, plus other advanced features.

    7. Edgerank Checker

    Although Facebook delivers detailed data about things like likes and reach, sorting through it to find insights can be a hassle. When push comes to shove, Facebook’s Edgerank algorithm does almost as much to determine your success as your own strong efforts. Edgerank Checker helps social media managers understand how their followers interact with each post by assigning it an Edgerank score and making recommendations to help future posts get into your followers’ newsfeeds. You can even monitor each post in real time.

    Pricing: Free – EdgeRank score, EdgeRank score over time graph $15 per page/month – Real-time analysis, post grades, recommendations, negative feedback analyzer

    8. Facebook Insights (App)

    If you’re already using great Facebook tools and have an understanding of your data, it’s time to take it to the next level. Visually has a great tool for admins to up their social game by visualizing the last 30 days of their Facebook Insights. Facebook Insights is impressive because your page’s performance literally materializes before your eyes. You can also download and print this report and share it with the rest of your team.

    Pricing: Free

    9. Buffer

    Buffer is a simple and effective tool for sharing content through Facebook, Twitter, LinkedIn and Google+. It’s particularly useful for small businesses that don’t have the time or resources to update their social media channels regularly, but would still like to maintain a social presence. With Buffer, you can schedule bulk posts ahead of time in a queue. It also offers a number of extensions through Chrome, Firefox and Safari that make sharing what you find on the web that much easier. On the downside, Buffer falls short when it comes to monitoring discussions.

    Pricing: Free service – allows for 2 profiles and 10 updates in the queue for each profile $10/month – unlimited updates and up to 12 profiles

    10. SocialBro

    Specific to Twitter, SocialBro provides insights to your analytics, suggestions for targeting and engagement, and also helps keep tabs on your key influencers and competitors. It works best when coupled with a scheduling tool like Buffer or Hootsuite, because it is geared less towards publishing content and more towards offering reports for marketers. With SocialBro’s integration of both Buffer and Hootsuite, you can import the optimized schedule to sync with your queue and use the results to adjust your engagement.

    Pricing: Free 15-day trial $13.95/month – Up to 20,000 social contacts across 5 Twitter accounts and more $39/month – Up to 50,000 social contacts across 15 Twitter accounts and more $149/month – Up to 200,000 social contacts across 40 Twitter accounts and more Enterprise – On demand

    11. Postling

    Postling is perfect for businesses looking to expand their reach across social networks. Keeping track of responses, brands and people, this tool sends a daily digest of your recent activity across Facebook, Twitter, LinkedIn, Blogs, Yelp, YouTube and Flickr. One cool feature is tracking news every time your business or brand is mentioned on the web. With a click, you’ll be able to share that tweet or review.

    Pricing: $1 first 30 days – unlimited usage $10/month after 30 days – manage up to 5 social media accounts/ additional accounts cost $3/month each

    12. Tailwind

    Previously known as Pinreach, Tailwind tracks activity across Pinterest about your company, products and competitors. Pinterest is often overlooked when discussing tools for social media management, but depending on your business, it might be the driving force in traffic, branding and revenue. In addition to the general reporting of growth and engagement, you can connect Google Analytics to track conversions and see which activity is most profitable.

    Pricing: Free – Limited profile and domain trends $29/month – 90-day history archive, track 2 competitors, invite 2 collaborators, basic audience IQ and more $99/month – 1-year history archive, track 5 competitors, invite 5 collaborators, advanced audience IQ and more Enterprise (custom pricing) – Unlimited history archive, track unlimited competitors and more

    13. Social Mention

    Social Mention is a real-time social media search and analysis tool that scrapes user generated content across the internet for any given company, product, or search term. In a single stream, this tool will give you the most recent relevant results, metrics on unique authors, reach, frequency of mentions, sentiment and top keywords. This tool should be on every social media manager’s shortlist.

    Pricing: Free

    14. BuzzSumo

    BuzzSumo

    BuzzSumo is a tool that gives you social data on top performing content and influencers based on your search queries. By entering a topic, domain or specific keyword, your results will be nothing short of relevant. Filtering your search by time frame will show you the most shared content over time, which can give you insight to trends or help with generating ideas for your own content creation! With this tool, you can view who has shared a specific piece of content and create a list of influencers based on your interest. The pro plans allow you to closely monitor keywords, domains or authors by setting up alerts when new content is published. With great data readily available, this tool is one you’ll want to use frequently to stay on top of the latest buzz in your field.

    Pricing: Free $99/month – Ideal for small teams and content campaigns $299/month – Designed for Agency teams to support multiple SEO and content marketing campaigns $499+/month – Bespoke plans for brands and large agencies

    15. Shoutlet

    Shoutlet is enterprise-level social media marketing software that aims to help companies understand their market, grow their social database and drive their business by creating a seamless platform that guides targeted campaigns through analytics. In addition to publisher and scheduling tools, the streamlined community management platform makes it easy to create custom workflows to make sure the needs of all customers and fans are being addressed. The advance features in this social management tool are every marketer’s dream come true.

    Pricing: Request a demo

    16. Oktopost

    Oktopost

    Oktopost focuses on building your brand’s online presence by delivering your content to targeted audiences. It helps you establish and manage your most valuable content, making sure your efforts add value to your marketing strategy. Used by B2B businesses, Oktopost places emphasis on tracking conversions and identifying which channels and messaging drive results. With the recent shutdown of Argyle Social, many of its B2B clients have flocked to Oktopost. Underscoring their focus on B2B engagement, Oktopost integrates with Marketo, Salesforce, Act-On and others, directly linking social media actions to the impact on sales. One thing that places Oktopost above other tools is its ability to monitor LinkedIn Groups as well as company pages. As a whole package, Oktopost qualifies and quantifies better leads for you and your business.

    Pricing: $9/month – Getting started with social marketing $49/month – All the basics for social media marketing $119/month – A comprehensive tool for social media marketers $249/month – The definitive tool for social businesses.

    Need some more help with your social media content? Check out our Quick Guide to Successful Content Marketing to learn mor about creating engaging content that moves the needle.

     


    Stephanie Castillo is a digital marketing specialist at Visually. She has a bachelor’s degree in Anthropology and History of Art and Visual Culture from University of California, Santa Cruz. Follow her on Twitter: @StephanieIvania. Thanks also to Emeric and the AgoraPulse team for helping us update this article. 

     

    The post 16 Tools Every Social Media Manager Should Use appeared first on ScribbleLive.

    ]]>
    The Top 5 Ways Brands Use Social Video http://www.scribblelive.com/blog/2014/07/28/top-5-ways-brands-use-social-video/ Tue, 29 Jul 2014 01:09:06 +0000 http://www.scribblelive.com/blog/2014/07/28/top-5-ways-brands-use-social-video/ Micro-content is now an essential part of any social media strategy. Brands have experimented with short-form content for some time now, but with a variety of social networks becoming dependent on this type of content, the appetite has never been greater. Take a gander at our marketer’s guide to micro-content Read more...

    The post The Top 5 Ways Brands Use Social Video appeared first on ScribbleLive.

    ]]>
    cameras Micro-content is now an essential part of any social media strategy. Brands have experimented with short-form content for some time now, but with a variety of social networks becoming dependent on this type of content, the appetite has never been greater. Take a gander at our marketer’s guide to micro-content ebook to learn more. There are many ways that brands are leveraging Vine as a piece of their marketing strategy. But despite this, most brands have not yet figured out how to include Vines within their overall strategic vision. To do that you’ll need to take a step back and consider why you are producing this type of content in the first place. What purpose does it serve? Can you use it as collateral? Will it strengthen your brand’s story and identity? Will it resonate with your audience enough to compel them to share with their networks? Looking beyond the different approaches brands have taken to make use of social video, our team has put together a series of Vines that shows off the top five ways brands use social video.

    Top 5 Ways Brands Use Social Video from visually on Vimeo.

    Catch the full series on our Vine account here! We’ve searched the depths of Vine and have rounded up the top five branded Vines that have done an amazing job in each category to show you how these five approaches to social video can be put to use.

    1.Entertain

    First and foremost. Vines are meant to entertain. It’s as simple as that. Regardless if your brand is B2C or B2B, those who will be viewing your video are people and people generally want to laugh, feel inspired or understood. The quality of social video has considerably gotten better. Sure, you might be able to get way with a random cat video to make the internet go crazy, but with more tools becoming available, everyone is telling their own story. With entertaining brand social videos, you are able to speak to your audience directly and connect with them in a way that is second-nature to your audience.

    Samsung


    Dollar Shave Club


    Nike


    Tide


    Burberry


    2. Educate

    As much as an audience loves being entertained, they want substance. Give them something useful and relevant that will provide a better understanding of the space your brand lives in and you’ll most likely gain their loyalty. This goes hand-in-hand with showing your audience how things are made. Lending a behind the scenes look can help build a relationship and break down walls that may prevent your brand as being transparent and relatable. Those sharing content on social media do so because they think it’s interesting and helpful, or they believe others will find it helpful. This symbiotic relationship between your brand and audience feeds the speaks to the notion of what you do matters and the more helpful you can be, the better your brand is regarded.

    The Home Depot


    General Electric


    Hewlett-Packard


    Washington Post


    Guardian


    3. Tutorials

    Nothing says helpful like a tutorial or a DIY hack from one of your favorite brands. Grounded in the principle of being educational, tutorials can equip your audience with practical knowledge about your brand and help them solve a problem that will eventually lead them to invest in your brand. Finding creative ways to tackle an issue your audience might not even know is an issue will make your brand valuable both in and outside of your niche.

    Lowes


    Chevrolet


    Sephora


    Oreo


    Ikea


    4. Announcements

    Announcements are always a great way to leverage social video. Announcements are typically a momentous occasion for your brand so pull out all the stops and have fun with it! Happiness and excitement can have a snowball effect. If you get excited, others will sense the genuine sentiment and are likely to follow your enthusiasm by sharing your content, especially if it’s visually appealing and inventive.

    Airbnb


    Target


    Toyota


    Dunkin’ Donuts


    Mashable


    5. Build Hype

    Like announcements, building hype with social video serves to highlight something soon-to-be, build suspense or simply taking a moment to rejoice in your brand! Even if your brand does not directly speak to consumers, building excitement with social video is the perfect time to humanize your image by pairing existing cultural references that already hold a place in your audience’s mind with nuggets of your brand’s story. Like all things social, social videos that build hype are most effective when presented in sequence, always giving your audience bits and pieces, but never the news in it’s entirety. This really teases out your message and give you the opportunity to emphasize details rather than overwhelm your audience with an unforeseen announcement.

    Lenovo


    Intel


    Nokia


    Netflix


    Ford

      Which social videos have recently caught your eye? Let us know below!   Stephanie Castillo is a digital marketing specialist at Visually. She has a bachelor’s degree in Anthropology and History of Art and Visual Culture from University of California, Santa Cruz. Follow her on Twitter: @StephanieIvania.

    The post The Top 5 Ways Brands Use Social Video appeared first on ScribbleLive.

    ]]>
    5 Ways to Boost Your Content Marketing Strategy Using Resources Hidden in Plain Sight http://www.scribblelive.com/blog/2014/06/16/5-ways-jumpstart-content-marketing/ Mon, 16 Jun 2014 17:00:37 +0000 http://www.scribblelive.com/blog/2014/06/16/5-ways-jumpstart-content-marketing/ Marketers are always looking for the next big way to leverage new and existing platforms; always trying out the latest trends in content marketing and social media. If listicles, Upworthy headlines, “epic” selfies and Twitter photo collages are the new thing, then everyone jumps in. But if your ultimate goal Read more...

    The post 5 Ways to Boost Your Content Marketing Strategy Using Resources Hidden in Plain Sight appeared first on ScribbleLive.

    ]]>
    Marketers are always looking for the next big way to leverage new and existing platforms; always trying out the latest trends in content marketing and social media. If listicles, Upworthy headlines, “epic” selfies and Twitter photo collages are the new thing, then everyone jumps in. But if your ultimate goal is to get your brand seen and their brand message heard, does swimming with the crowd help — or does it ultimately drown out your message? How do you create content that rises above the noise and resonates with your target audience? It’s simple: Get to know your audience first! Your can make a big impact by first understanding where your audience lives and how your audience engages with various content. The good news? You don’t need to invest in fancy new tools or platforms to get that information. Below we will show you different ways you can use existing social channels beyond their intended consumer capacity to get a grasp on the future of your content marketing. Screen Shot 2014-06-12 at 9.31.04 AM

    Facebook

    Despite the controversy around its algorithms, Facebook continues to dominate the space for engaging with your audience. Whether it’s a sponsored post or targeted ad, this platform has unceasingly incorporated personalization into the consumer’s social life. Facebook and other social channels are evident spaces for distribution and promotion; still, most marketers overlook the amount of user data that is readily available to help fuel content creation. Facebook users share vast amount of information regarding their interests in music, movies, books, sports, etc., as well as thoughts and physical check-ins. Although we already know that Facebook leverages this information to target ads, it’s rare that the individuals we target are taken into account. Sounds ironic, right? As your brand evolves, so does your audience. By using this data to demonstrate common interests, not only will you acquire a better understanding of your audience but also gain relevance within your growing audience. This is especially helpful because looking at your personal and brand pages in this light serves as a working focus group that helps shape your content.

    Twitter

    In a content marketing strategy, it’s critical to stay on top of current trends while keeping your eye out for the turning tide. One can make assumptions based on conventional notions, but the best way to get to know your audience and relevant brands is by listening. Twitter is a great place for this! One way marketers can tune into their audience is by following different conversations. If you aren’t aware of any chats or want to explore different avenues, TweetChat is a great resource for browsing weekly discussions within your industry. Whether you’re participating in the conversations or simply listening to the crowd, you can gain valuable insight regarding the needs of others in your field, as well as receive feedback on how others view your brand. Turn these points into actionable items and make other people’s questions into your answers.

    Pinterest

    This platform is the place for inspiration and a worthwhile tool that can help you get closer to your audience and influencers. Whether you create different boards, host a contest or experiment with languages, you can leverage Pinterest in many different ways to help boost your business. Pinterest becomes important when thinking about content marketing because this social channel gives you direct insight into the wants and needs of your target audience. Used as a platform for posting interesting and inspiring content, this channel is chock-full of ideas to help propel your content generation. Additionally, looking to the Pinterest boards of influencers in your industry can serve as a starting point to create dialogue around a certain topic they’re interested in.

    Vine

    Because this app lacks significant analytics, it is more difficult to compile and examine the user data of your followers. Nevertheless, there are ways to pinpoint your audience that will give you a leg up on your content strategy. As mentioned before, Vine can be a great avenue to crowd source feedback and reception of your brand. Because most user-created Vines tend to be personal, this feedback only becomes available if you host a contest. Aside from gathering basic Vine metrics like shares, likes, comments and revines, you may need to research relevant accounts in your field to gather user data for your content marketing. Listening to relevant accounts will not only give you insight to an audience on the fringes, but can also open opportunities for collaboration on a cobranded Vine.

    Instagram

    Like Vine, Instagram provides a platform for brands to directly connect with their audience. Take the opportunity to learn how others experience your brand in action. This may seem like an obvious thing to do on social media, but it can easily be neglected. A great way to see what your audience has to say is by searching through relevant hashtags. You should also assign unique hashtags to any events you’re hosting. During and after each event, look through the hashtag and make note of what your guests shared and what they said about it. Chances are your guests shared what was most captivating. Build off of this for future events and keep it in mind as you movie forward with ongoing content. Social media channels hold a plethora of data about your target audience and key players in your field. Examining them through a different lens will assist in extracting relevant and meaningful data to help build your content strategy. As a marketer, you can work with this information to make your brand more relevant. Instead of focusing solely on your product, build a relationship with your audience around mutual interests and then bring in your offerings. Regardless if your company is B2C or B2B, there will aways be a person on the other side of that screen eager to connect with you. Stephanie Castillo is a digital marketing specialist at Visually. She has a bachelor’s degree in Anthropology and History of Art and Visual Culture from University of California, Santa Cruz. Follow her on Twitter: @StephanieIvania.

    The post 5 Ways to Boost Your Content Marketing Strategy Using Resources Hidden in Plain Sight appeared first on ScribbleLive.

    ]]>