Category Archives: SEO

Top 2015 Social Media Predictions – Disruptive Technologies

It’s that time of year again when many social media “professionals” publish their predictions for the coming new year. Rarely, but on occasion, there are less than general forecasts that hit the bullseye. More often than not, many of the predicted transformations, Social Media & Digital Marketing Predictions for 2015platform trajectories and overall suggested industry paths are more or less off base or plainly obvious already from the previous year.

Although we don’t profess to be any more effective with a crystal ball, we believe we do have a fairly good pulse on the industry and have made some pretty on target predictions in the past. Though this is going to be one of our more lengthy posts, as we attempt to detail the background behind these predictions and outline where we see things going, it will be worth the read.

What we believe is very different about this coming year is due to social media in general, as well as the main platforms have matured in significant ways over the last several years, making their current paths pretty obvious to many. Furthermore the consolidation of platforms like Instagram and WhatsApp, among many others have further shown an industry that has grown up.

So What’s Next?

It is our belief that 2015 will see the rise of some very disruptive technology in the social, content marketing and search spaces. These required digital marketing components have become more and more disjointed and the gap in the playing field between the massive content sites and the small brand or blogger is widening at an alarming pace.

Why Is A Change Coming?

When an industry matures, what often happens next is consolidation. The acquisition of perceived current and/or future competition. We have seen this hold true in nearly every industry on and offline. Growth becomes more difficult as an industry matures and market penetration reaches critical mass, requiring acquisition to enable continued growth into new and adjoining markets.

Let’s face the facts, the common thread across all digital marketing is CONTENT. In 2013-2014 Facebook taught us that content is not only key to social and digital marketing success, but more importantly we have to find better ways to utilize it and control it if we are going to be successful – OR – you are going to have to pay to get people to see your content online.

Most of us now know that you must be consistently creating great content and getting traffic to that content in order to make it effective, however Mashable, Huffington Post and the numerous other massive content sites are dominating the noise, shares and traffic online. Everyone from large to local brands, as well as marketers and solepreneurs are now creating content, but are also competing with the plethora of content, news and celebrity sites where there is just no level playing field has become a big problem today and is only expected to get worse.

Today’s Options:

Given the current state of social media and content marketing, you are left with four main options to get traffic to your content.

1) Huge Community – You already have a huge loyal social community built (Big Brands). This represents only about 1% or less of social media accounts.

2) Sharing Platforms (Triberr) – I’ll share yours if you share mine, but wait, you’re not sharing mine. Even when you do share mine, few in your social community care what you share and I don’t get much or any traffic. Are you sure you’re really influential?

3) Social Pay to Play – If you want traffic to your content on Facebook, you better start paying. Does it work, sure! Is it sustainable or cost-effective? We don’t believe it is.

4) SEO/PPC – So you’re spending time on SEO for your content in hopes that it drives traffic. The only problem is that Google only wants to show searchers the most popular PAGES for their search, not the most resent/relevant content for their search. Why? Because they want you to invest in Pay Per Click ads on their platform. This isn’t a real solution for long-term, sustainable content traffic. Is it an option for traffic to your home page or landing page still, maybe…

General Predictions For 2015:

Now that social media and digital marketing has reached this mature phase, we can comfortably predict the next phase, which is disruption. Mature markets with massive companies dominating their space will always give rise to new innovation by smaller, lesser known businesses. We saw this with Google years ago, as they rapidly displaced the previous dominating search engines of AOL, Yahoo, Lycos and Alta Vista. (Ok, we just aged ourselves)

In 2015 we believe we are going to see technologies that will disrupt the status quo of the combination of social media marketing, content marketing and SEO/PPC marketing. These disconnected marketing components are ripe for new and innovative technology that will deliver unique and disruptive capabilities in 2015. We believe technology that uncovers new and completely unique ways to drive traffic to content, provide paths to improved social ROI and diminish the SEO/PPC models we have seen over the past decade are going to be made clear very soon.

Disruption Areas To Watch In 2015:

There are several key areas that I think are going to be dramatically effected with disruption in 2015:

1) General Social Media Marketing – As social media marketing becomes more and more complex, new technology is required to make it easier, regardless of user experience, knowledge or skill. This is a requirement for the industry whose time has come.

2) Big Data – The internal, open web and social silo’s are disconnected and therefore not as useful as they could be. Solutions that connect open web content to traffic to social will change this for big and small brands.

3) Traffic To Content – Technology that levels the playing field for content creators, exposes their content to those that need it and expanding the social reach of content in new innovative ways will be realized.

4) SEO/PPC – Though never going away, Google has made it clear that the inevitable demise of SEO is a top priority. Using SEO and PPC for content traffic will become less useful, requiring innovative technology to replace it.

5) CrowdCuration – We believe we will see the rise of new technology called crowdcuration that will make curating and sharing unique content very efficient, while enabling social users to build new traffic, thought leadership and communities through this new platform.

We will be writing a lot more on these 5 areas over the next 6 months, so be sure to subscribe to our blog, or add our feed to your BundlePost account.

 

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Filed under automation, BundlePost, Content, content creation, Curation, Facebook, Marketing, Results, SEO, Social content management, Social Media, Social Media Content, Social Media Management, Social Media Marketing, social media tool

How To: Expand Local Business Social Reach Through Content Creation

Even the smallest brands and individual online marketers need to create relevant content for their target audience. It’s about creating thought leadership in certain topics, staying top of mind with your audience and driving traffic to your site through your blog or other social platforms.

Expanding Social ReachThere are many types of content creation that marketers and small brands can and should be doing. Some of the types of created content are; Blog posts, video, images, graphics, infographics, email newsletters, landing pages, events. Most of these kinds of content creation can be done with limited resources, using smart phones or by outsourcing to experienced small agencies.

Expand Your Social Reach:

One of the important and often overlooked reasons consistent content creation is so important is that it provides the opportunity for local businesses and small marketers to expand their social reach. By consistently creating content that is relevant and valuable to your target audience, you also generate content that other social media users want to share.

At the heart of effective social media marketing is sharing or “curating” relevant content from others. In fact, when done properly, about 80% of what a social media marketer posts should come from sources other than themselves. This means that they need recent, relevant content on a daily basis and a lot of it!

Some How To’s:

  • Be consistent with at least 1-2 blog posts per week. Make it easy by using images and videos you capture in and around your daily work and personal activities as the basis for your posts.
  • Optimize your posts around locality and topics both your audience and content curators are interested in.
  • Share your content with hashtags both your audience and content curators are using and following around your locality and topics.
  • Write for legacy, not always events. In other words, create content that is not event-driven but is timeless and can be posted, read and consumed long-term, not just for a specific date or event.
  • Identify and build relationships with social media accounts that post and share about local content frequently. By developing these relationships, they will likely find and share your content as well.
  • On the day’s you publish your posts, schedule shares on Twitter up to 3-4 times across the day and once on other social platforms.
  • ALWAYS include at least one graphic in your posts.
  • Share the graphic from your blog post on image networks like Instagram and Pinterest with a link to the blog post it came from.
  • Share your legacy content in your social streams repeatedly over time.
  • Start conversations with your target audience when they post something that is connected to one of your recent posts. As the conversation develops you can mention a blog post you did on the topic and share the link. (when appropriate)

Some Never Ever’s:

  • Never tag people/accounts when you share it on social media. We call this spam. Earn relationships that want to share your content.
  • Don’t create content that is only and always about you, your company or what you do. Instead create content around what interests your target audience at a rate of 80% and 20% of your blog posts should be about you, your products, services and specials, etc.

Content creation can be a very effective way for local businesses to drive traffic to their website. It is best done when it adds value to the target audience and is not-self centered. Include outreach campaigns to develop relationships that need your content for their social media strategies and always thank those that mention and share your content.

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Filed under Blog, Content, content creation, Curation, Infographic, Marketing, Relationship, SEO, Social Media, Social Media Content, Social Media Marketing, Spam, Strategy

Questioning The Status Quo Of Content Marketing, Traffic, Social Reach and SEO

When it comes to blogs, content creation and digital marketing, most content marketers are trying to achieve one main thing – TRAFFIC. You develop quality content for your audience in the hopes that you can generate new traffic and then repeat traffic that returns often. Mostly this is done through SEO, social reach and email subscriptions that connect your created content with those that find it interesting, relevant and valuable.

For the professional blogger, big brands or content sites, all of this comes together through high volumes of frequent new content, multiple authors and massive traffic. With very little budget, the average business, marketer or brand is often competing in all Status Quo of SEO and Content Marketingareas of online marketing, including social media, SEO and email subscribers in an uphill battle for eyeballs. The resulting content marketing, social media and search quandary becomes a high school-like popularity contest with few winners.

Popular content becomes the driver without regard for quality and social media becomes flooded with people sharing the same piece of marginal content. The social graph is flooded every day with shares of blogs, articles and news from the same sites and writers, which often contain tired, reused story ideas. Does this sound familiar?

Here are some questions we are asking ourselves:

  • For Social Marketers:

1) Is there a difference between recent/popular and recent/relevant content?

2) If curating recent/popular content drives more clicks and shares, does it also result in the desired engagement and relationships with your target audience?

3) Does curating the same popular content sources/authors day after day achieve real net results?

  • For Content Creators:

1) Is most popular search results benefiting the content creator as much as driving Pay Per Click competition for an advertising platform?

2) Does “tribal” sharing really achieve measurable results, clicks, views and expanded social reach of/by your intended audience?

3) Does the status quo effectively get your content in front of both your target audience and those that need it for curation?

Should the Status Quo Somehow Evolve?

As we continually ponder these questions at Bundle Post, we are also considering answers that have the opportunity to level the playing field between big brands, content sites and the average blogger, writer and brand.

  • Are there more questions we should be asking?
  1. What would it look like if content marketing, blog traffic and SEO were turned on its head to better benefit content creators, curators and the content consumer?
  2. What if there was an easier way for content creators to get their content in the hands of those that need to curate it, thereby expanding their social reach with their actual target audience?
  3. What if all the great content that is often undiscovered could better compete with the recent/popular content sites?
  4. How would content marketing, SEO and traffic evolve effectively if most recent/relevant quality content, not popularity became the bar?
  5. How can something like the Bundle Post RSS Project be used to positively impact brands, curators, consumers and social media marketers?

We are purposefully not answering some of the questions because we want to know what you think. We’d love your input and ideas.

 

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Filed under Blog, Brand, Content, Curation, Results, RSS Feed, SEO, Social Media, Social Media Content, Social Media Marketing