Tag Archives: content marketing

Three Important Components Of Content Marketing

Important Components for Effective Content Marketing Content creation and content marketing has become a crucial element to any digital marketing effort. The transition from big brand only tactic to common place for all online marketers has and will continually expand. Using content for search engine placement and optimization, social network exposure and traffic is quickly becoming a must have component in any online marketing strategy.

While there are certainly many components to effective content marketing, here are three buckets that really require attention and preparation.

Content Creation –

In order to conduct content marketing effectively, you have to create content for your target audience that has relevant value.

  1. Who – Do you know who your target audience is? Be very clear about exactly who you are trying to reach with the content you create.
  2. What – Do you know the challenges your target audience is facing and/or the type of content that drives their interests online? Create compelling content that addresses their challenges and connects to their interests. Create content that speaks to them, not always about you.
  3. When – How consistently and frequently are you creating content?

“Create content that speaks to them, not always about you.”  Tweet:

Promotion/Distribution –

It’s one thing to create content, it’s wholly something different to promote it and get traffic to it.

  1. Channels – Know the online channels where your audience spends most of their time. Be highly active in those channels with consistent, relevant, selfless content that is not yours. By providing relevant, curated content consistently, you will earn the right to promote your created content.
  2. Community – The more consistently and frequently you create content, the larger and faster your community will grow. That includes your social following, subscribers to your blog and organic search reach.
  3. Tools – If you are active in all the right channels, providing selfless value to your audience and therefore built a large and loyal community, you need to ensure that you have an effective tool stack that helps you distribute your content to friends, followers and advocates.

Our tool stack incorporates Hootsuite, Bundle Post, Bundlet, Triberr and our email newsletter system. You want to be sure that the tool stack you are using is highly efficient and effective. Be sure that the tools allow you to promote your new content when it’s published, but can also manage that content for addition postings into social media easily and with strategy. You’ll definitely want the ability to seamlessly track when you shared the content last and schedule it repeatedly moving forward to ensure the optimum reach, traffic and exposure long-term. Social Content Management Is Important!!

Conversion –

Experienced content marketers know why they are creating the content they produce. They understand their objectives, processes and they track it to ensure the goals are being achieved. If they are not, they make changes to the process and do it again. Are you doing this?

  1. Objective – Do you know the goal and objective for your content? Have you planned, developed and tested what happens to the traffic your drive to your content?
  2. Process – Do you have a well thought out process and supporting mechanics to convert the traffic to your content into leads, customers, inquiries or subscribers?
  3. Tracking – Are you tracking the traffic to your content and measuring important metrics to determine what is working and what isn’t?

Although content marketing and content creation do not rise to the level of rocket science, they are both highly specialized components of today’s digital marketing requirements.

What are additional components that you utilize within your online marketing efforts?

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Filed under Community, Content, content creation, Curation, Hootsuite, Marketing, Social content management, Social Media, Social Media Content, Social Media Management, Social Media Marketing, social media tool, Tools

The Two Acts Of Social Media Marketing

Social media marketing today requires many different components that work together to achieve a desired result. From objectives, targeting, strategy and execution, the components must work together effectively. Combining the many analysis and executional elements are essential to an integrated social media program that can realize the defined objective.

The two acts of social media marketing are attract and reactExecutional forces such as content marketing, engagement, curation and community growth are all actions contained within the overall objective. Together these executional elements are made up of two distinct “Acts” of social media marketing.

Attract and React

Let’s define and break down both of these “Acts” to better outline what they are, how to use them and the importance they play in your social media marketing efforts.

Attract

at·tract[ ə trákt ]*

  1. entice somebody: to be appealing enough to make people visit a place or spend their money
  2. get response: to win or illicit a response from people, especially support or encouragement
  3. draw somebody’s attention: to draw or secure somebody’s attention, or become the focus of somebody’s attention

*source – Bing Dictionary

Everything you do in social media should first be designed to attract. If real results are desired, enticing your audience to get a response from them and draw attention are the attraction functions that you want to garner. To attract your target audience, there are four things you need to do;

1) Provide Value – In order to attract your audience you need to know what they are interested in. (Hint – it’s rarely what you do that interests them) Do the work to determine THEIR interests and make those topics what drives your posts.

2) Be Unique – It never ceases to amaze me how marketers and professionals in this industry (terms used very loosely) do, act, write and post the same things. If you want to attract, be different. Share different content from different sources than everyone else. Set yourself and your brand apart from the rest of the noise

3) Be Consistent – Probably the most overlooked and underutilized attract element within social media today is consistency. Consistency in posting regularly, of message, of topics, of hashtags, and responding. Everything must be consistent to attract your audience.

“If you don’t have a pole in the water, you’re not likely to catch any fish. Consistently have a line out attracting your audience.” 

4) Earn It – Look at your social media marketing results as something you earn. You earn results based on the value, uniqueness and consistency you bring to your execution. You attract and grow a community based on doing these things effectively and with sincerity, every single day, over an extended period of time. It’s a marathon, not a sprint!

ReACT

re·act[ ree ákt ]*

  1. respond emotionally: to respond to something by showing the feelings or thoughts it arouses
  2. respond by taking action: to respond to something by taking action

*source – Bing Dictionary

When you have effectively employed Attract into your social media management, you then want to execute and achieve the second “Act”, which is React. Reaction from attraction can be positive or negative. In our discussion we are going to make the assumption that you haven’t done anything stupid and/or are fortunate enough to avoid the many trolls online.

If we are looking for positive reaction to our attraction efforts, we want deep responses that draw on emotional impact. In other words, knowing your audiences pain points so well that empathy is displayed and feelings from your audience spark engagement with you or the content you create or share.

The end game of your social media management should drive reaction, then action. Clicks, shares, likes and comments that further your reach, thought leadership and relationships, one to many. You want your audience to take action.

The way YOU react when they do take action is the difference between furthering that relationship or starting over with someone else.

Take time to ensure that you have the two Acts of social media marketing present in your strategy AND execution. Combine these priorities into a workflow that can be scaled and replicated efficiently, then watch your results improve on a daily basis!

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Filed under Content, Curation, Engagement, Marketing, Relationship, Results, Social Media, Social Media Management, Social Media Marketing, Strategy

The What, When and How Of Social Media Marketing Messages – Part 2

Part 2 of the Social Media Marketing Messages seriesIn our previous post we detailed the what and when elements of marketing messages within an effective social media marketing strategy. We outlined the differences between curated content and sales messages, as well as the proper ratio ranges that are generally accepted in the industry. In part 2 of our series, we will discuss how to create and manage a repository of sales messages for social media posting and efficiently implement them within your social media management.

What Is A Marketing Message Repository?

Think of a marketing message repository as a database of social media posts that are about you. They are crafted posts and links that are designed to achieve the overall goals of your social media strategy. This is something we like to call “My Content” posts.

In our previous post, we outlined some of the challenges social media marketers face related to sales messages in their streams, but what are the additional questions you should be asking yourself? Most social media professionals are either not managing a database of sales and marketing content they have available to share, or are using spreadsheets and Word documents in an attempt to do this function.

Though external documents are better than nothing, you still have many obstacles to consistency and efficiency that hinder results. Ask yourself these additional questions about the posting for your social media accounts…

1) How do you effectively manage the 80/20 ratios?

2) How do you execute the two types of message posting efficiently? Curation/Marketing

3) Is there an effective way to manage your marketing messages that will improve your social media success?

If you are like the majority of social media marketers, agencies and brands, honestly answering these questions most likely left you thinking that there is something drastically missing in your workflow. You’re definitely not alone. A social content management application that incorporates an efficient marketing message component is badly needed. Fortunately, there is one…

Bundle Post‘s patent pending system includes a marketing message repository capability unlike anything else available in the industry. The “My Content” functions provide social media marketers with numerous unique capabilities that result in a direct impact on clicks, traffic, leads and ROI.

My Content Capabilities:

Social media marketing message repository1) Segmentation Folders –

The My Content section of the Bundle Post system enables you to segment posts anyway you desire. You can create folders to house social media posts, sales messages, evergreen content, campaign posts and more. Each segmented folder can be named and designated for a specific client, product or segment to ensure you keep every aspect of marketing messages separate.

2) Repository Posts –

A system that manages your marketing message posts efficiently has many benefits. Not only do you have all potential posts in a repository of social media marketing message postsone place, you also know exactly what you have available to share with your community that promotes what you do. Within every My Content folder you make, you are able to create and save an unlimited number of social media posts.

The types of content links and sales message posts you can created and save are endless!

3) Editing –

The text and URL of every post within each segmented folder can be edited, deleted or viewed at any time, giving you complete control of your repository.

4) Tracking –

The system also tracks every time you use a specific post from a specific folder. You will always know when you last scheduled a marketing message from the system and easily select posts based on those dates for future use.

5) Scheduling –

The core Bundle Post content management system capabilities are also integrated with My Content folders. Selecting posts from your My Content folders that you want merged with a specific schedule is easy and efficient. You able to manage 80 curated posts and include 20 marketing posts from your repository folders, schedule and hashtag them all in about 20 minutes!

Efficiency Becomes Strategic – Strategic Gets Results

Efficiency combined with consistency enables you to be more strategic with your social media marketing. Whether or not you are able to strategically infuse marketing and evergreen content posts into your streams is no longer determined by available time or resources. You are never in a situation where you don’t know what you have available to post, are never unsure of when you last shared a specific post and more importantly you are consistent in these efforts.

If your workflow, systems and applications integrate into a finely tuned process, your focus becomes much more strategic in nature. When required tasks take less time and you are able to be strategic with your marketing messages and do it all consistently, the net results of your marketing efforts increase dramatically.

How dramatic?  Here’s one example

Testimonial Case Study

So whether you are taking advantage of the Bundle Post social content system to strategically manage your social media marketing posts or not, having an efficient and effective workflow makes all the difference. It’s important to figure out how to be efficient and consistent with your marketing messages in your streams, so your time and energy can be diverted to strategically improving your results.

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Filed under Agency, Blog, Bundle Post, Content, content creation, Marketing, Social content management, Social Media, Social Media Content, Social Media Management, Strategy

The What, When and How Of Social Media Marketing Messages – Part 1

Most social media professionals are aware that along with sharing curated content and posts it is also extremely important to share your created content and marketing messages at appropriate levels. Though some mistakenly post only their promotional posts, combining sales messaging content with selfless, relevant and interesting posts your audience will find valuable is an essential part of any social media strategy.

The What, when and how of posting social media sales and marketing message posts.It’s perfectly alright to promote your brand and offers within social media. In fact, if you’re using social media for marketing, that should be one of the reasons you’re there in the first place. The issue becomes when and how often you post promotional messages, not if you do.

Many industry leaders tend to state that an effective ratio of shared/curated content is best at a level of somewhere between 75% to 85% of a marketers posts. The remaining 15% to 25% can be made up of your promotional, sales messages and created content. The idea is that since this is SOCIAL media, the goal is to provide selfless value to your audience, and that is done by sharing content and posts that they find valuable, not just your posts. This practice tends to start conversations with your community members. When this value based process is repeated over time, relationships develop that make people more open to what you actually do.

One of the challenges that social media marketers, brands and agencies have related to their marketing messages is not knowing all of the content and messaging they have available to share. This obstacle is magnified due to the fact that spreadsheets and Word documents are frequently the organizational tools used for this purpose. Not only does this make it extremely inefficient, it also tends to spread out workflow across multiple people, documents and platforms. This unorganized and disjointed process often results in less than optimal results, missed opportunities and an inability to take advantage of legacy content and messaging that could be utilized with improved effect.

These human and time intensive processes are often some of the biggest obstacles social media marketers have to deal with when it comes to consistent messaging and real revenue results within their social media marketing efforts. There are some specific steps to take that will diminish these issues and they all start with ONE.

Do you know what you have to share?

Let’s be specific here. What makes up your “what you have to share”?

Examples of social media marketing, sales and/or promotional posts are things like;

  1. Your home page
  2. Secondary website pages (About us, location)
  3. Individual Product/Service pages
  4. Your main blog home page
  5. Specific legacy or evergreen blog posts
  6. Landing/Signup pages
  7. Your other social profiles
  8. Specific created graphics and pictures
  9. Email newsletter list subscription pages
  10. Your text only quotes/sales messages
  11. Etc.

What URLs do you have that contain these kinds of posting opportunities?

  1. Your Website
  2. Your YouTube Channel
  3. Your Blog
  4. Your Facebook Page
  5. Your Facebook Page images
  6. Instagram pics

The intent of marketing and promotional messages in your social stream

should be to drive traffic to your offers, content and landing pages in an attempt to either;

  1. Increase traffic
  2. Convert traffic
  3. Drive sales/leads
  4. Educate on products/services you offer
  5. Branding

As we stated previously, one of the biggest challenges facing social media marketers is efficiently and effectively managing marketing posts. This was one of the reasons that we created the Bundle Post Social Content Management System as an agency. The time-consuming and inefficient methods of managing spreadsheets and Word docs was a nightmare. Something had to change to make it more effective, less time-consuming and require less human resources.

In Part 2 we discuss how to create and manage a repository of sales messages for social media posting and efficiently implement them within your social media management. Click Here for Part 2

 

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Filed under Agency, Blog, Bundle Post, Content, content creation, Marketing, Social content management, Social Media, Social Media Content, Social Media Management, Strategy

We Want To Share Your Blog Content, RSS and Expand Your Reach

Today Bundle Post begins an expansion from our unique social media content management, curation and scheduling roots, to the addition of content marketing, traffic building and extending reach for blogs and content creators. Today we are announcing the Bundle Post RSS Project that has already begun databasing, categorizing and indexing RSS feeds across the web.

Where’s yours?

Bundle Post RSS IndexFrom the beginning, the aim of Bundle Post was to make social media marketing and curation far more efficient and effective for brands, agencies and marketers. As we have continued to grow and expand our capabilities in this area, we have always realized that tackling the blog, traffic and content marketing issues were also connected digital marketing pains that bloggers, brands and marketers experience.

Starting over two years ago, we evaluated social media and content marketing challenges together and very clear and connected obstacles stood out like a sore thumb. The question of “How do I get more blog traffic?” -or- “How do I increase traffic to my content?” always comes up.

The Problems:

1) Traffic – Many struggle to get their blog and content found on search engines, that as you know prefer to display most popular content, instead of the most recent and relevant content on a topic, YOURS. Therefore you are left to hire or become expert in SEO and/or buy Search and Social Media Ads to generate traffic. Brands and content creators need a better way to have their content discovered and increase traffic to that content in new, creative and measurable ways.

2) “Tribes” – So you thought tribes might be the answer, only to realize that the mythical 6 million, trillion reach you now have with all those “celebrities” in your tribe isn’t actually resulting in anymore traffic or reach for your blog. You faithfully share the other people’s content (which may or may not be valuable to your audience or inline with your social media content strategy) only to realize that your “tribe-mates” are rarely logging in, let alone sharing your posts. You invest further time, effort and investigation reveals that the ones who actually are sharing your content aren’t really influential at all. In fact, most of their huge followings could care less about anything they share on social media and you’re left worse off then you started.

3) Monitoring – Adding to the obstacles facing bloggers and content marketers being able to effectively monitor the open web where you or your brand is being mentioned. We’ve all tried Google Alerts for this and have become painfully aware that you find more mentions from people within social media who tell you about your brand mention on a blog post, then you ever discover through Alerts. Brands and marketers need a way discover, monitor and engage with content mentions across the web that occur outside of the social graph.

We could go on and on, right?

Innovative Vision:

Bundle Post is beginning phase one of our RSS and content index project that enables site owners to add their RSS feed into our index. During this phase we will collect and database over 250,000 RSS feeds in less than 90 days, then grow that number exponentially on an ongoing basis.

From there feed owners will be allowed to validate/prove ownership of one or more RSS feeds and control the RSS description, category, keywords, tags and more in order to optimize a feed related to its content. As the project continues over the course of 2014, the Bundle Post RSS project will be releasing multiple tools for blog owners and Bundle Post users, as well as new Feed Content Optimization (FCO) and “stream” opportunities that will deliver powerful traffic, analytics and content marketing capabilities never before seen online.

Our goal with the RSS project is to improve content discovery and curation for social media marketers in killer new ways and at the same time provide bloggers and content marketers new innovative solutions for expanding their content reach both in and outside of the social graph. This is far more than a RSS directory, so jump on the train and add your RSS feed into the Bundle Post index and we’ll be in touch soon to help you validate your blog ownership in phases two and three with many more big things to come…

AddRssFeed

This is what they call BIG DATA…

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Filed under Blog, Brand, Bundle Post, Content, Curation, Marketing, RSS Feed, Social content management, Social Media, Social Media Content, Social Media Management, Social Media Marketing

Companies With A Formal Content Marketing Strategy Nearly Double

Are you still not convinced that having a clearly defined and executed content marketing strategy is a must in today’s online world? I suggest you think again.

Formal Content Marketing StrategyIn fact eMarketer recently published a new report that showed the changes content marketing is having online. The report from IMN noted that “the number of US companies with formal content marketing strategies in place jumped from 28% in 2012 to 49% in 2013.” As if these numbers are not enough, another 1/3 reported to be working on a formal content strategy.

Way back in February of 2012, I wrote a piece called “The Second Content Revolution – How Social Media Is Changing Again” where I noted the coming change and requirement that was ahead.  The fact that a well thought out content marketing strategy is what enables your online marketing to achieve results, can’t be ignored. It’s no longer a “someday” option that brands large and small contemplate doing, it is a requirement if you intend on competing.

What are SOME components of a formal content marketing strategy every small to medium-sized business (SMB) needs to employ?

1) Content Creation (Blog) – For most SMB’s having an active Blog that regularly publishes content relevant to your audience is crucial. This includes consistently writing content designed to deliver value to your target audience, as well as a small percentage of content that highlights what you do. Create a plan that starts with at least 1-3 new blog posts every week. The traffic, SEO and marketable social media content that results will be invaluable to your online efforts.

2) Content Creation (Video) – Nowadays, a smart phone is as common as tennis shoes and most smartphones are capable of pretty good HD video. There is no longer any excuse to not capture video that can provide a ton of value to your audience. Incorporate video similar to your blog within the overall content strategy by publishing 1-3 relevant short videos on topics your brand is an expert. Feel free to have some of those videos also focus on your products and services, but be careful not to overdue the quantity of promotional videos.

3) Content Creation (Graphics/Photos) – There is no other content type in social media that has more legs than graphics/photos. Funny Meme’s, excellent photos and infographics are some of the most viewed, shared and engaging content online. If you know your audience and what they are into, it is not difficult to figure out the types of graphics to create and photos to take that will get them to respond.

Not good with graphics software? Time to either change that, or hire someone to help you. Graphical and photo content is no longer an option, but a requirement in your content strategy. Simply sharing other people’s work won’t build the following and leadership in your market that is needed.

4) Content Curation – Included in any effective SMB formal content strategy must be content curation. This content should by far be the largest percentage of content you are posting within the social media aspect of your strategy. You should be finding and posting relevant, valuable content that your audience will find interesting. Set your focus on delivering selfless value to your audience on the 3-5 topics they are most interested in, and do it often and consistently, every single day.

Mistakes many SMB’s make related to a content strategy:

1) Not understanding the intended audience – Before any formal content strategy is developed, you have to know every detail about your target audience. Miss on this point and all of your content efforts will not resonate and get little results. Know your audience and your content topics will become obvious and easy to determine.

2) Not providing value – Think of your content marketing as providing selfless value to your audience, rather than a marketing message. Failure to hit the value mark is failure to thrive in content marketing.

3) Lack of consistency – Be consistent, every day, every week, every month. In all content channels you are participating in, ensure your content strategy clearly defines frequency and quantity and then stick to it.

4) Lack of management – You must have the proper tools to manage your content. Your content management and social media management tools need to be able to efficiently and effectively enable you to track, schedule and share the content you have available.

Goals For Content Marketing:

You absolutely need to define your goal and objective for the content strategy you are developing. Be realistic, track and measure, then make adjustments as you learn.

Here are some top content marketing goals:

Top Content Marketing Goals

Beyond the massive jump in formal content marketing strategies, brands are changing the focus of their content marketing with lead generation way out in front.

What are you doing to develop a formal content marketing strategy and how do you plan to execute it?

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Filed under Blog, Content, Curation, Marketing, Results, Social content management, Social Media, Social Media Content, Social Media Marketing, Strategy, Uncategorized

Managing YouTube Video Content For Social Media Marketing

There are many types of evergreen or legacy content that can and should be shared over and over in your social media marketing efforts. Video content that provides value to your audience is one of the most effective content types you can share in social media, so why don’t we do a better job at managing and sharing this content?

YouTube TipManaging evergreen video content and tracking what you have available is just one of the many challenges to being efficient and effective in this area. Here is a list of some of the challenges we face with evergreen YouTube video content that may be barriers to sharing it as we should:

1) We are too busy to share it.

2) We are so busy, we forget to share it.

3) We don’t have a list of what videos we have available to share again.

4) We don’t have an easy way to manage, schedule and distribute them.

Bundle Post helps manage and distribute your legacy social media content easily by allowing you to create a Feed Channel that automatically ingests and saves your YouTube content where you can schedule, hashtag and share to any social network. Follow these simple steps inside of Bundle Post to create your YouTube Channel feed:

YouTube RSS Feed1) Login to Bundle Post and click on “Feeds” from the navigation bar.

2) On the Feed Channels page, click the option for “Add Feed Channel”

3) Name the Feed Channel whatever you would like.

4) Add the following URL into a new Feed Channel that you’re creating inside of Bundle Post and replace “YourChannelName” with the name of your YouTube Channel.  http://gdata.youtube.com/feeds/api/users/YourChannelName/uploads

Here’s our YouTube Channel Bundle Post Feed URL as an example: http://gdata.youtube.com/feeds/api/users/BundlePost/uploads

5) If this is your YouTube Channel, a clients’ YouTube that you manage, click the “Check this box if this is your blog. We will not delete this content” check box so no matter how often you export and schedule content from this Feed Channel, the system will not remove the content from the Feed Channel.

6) Click the “Submit” button to save it.

Take YouTube Feed Channels to the Next Level with Bundle Post:

One of our Pro users, @missuslang decided to take Bundle Post Feed Channels to another level with content for a clients’ campaign. She created a YouTube video Feed Channel in Bundle Post that was made up of a search term in order to have the latest video content to curate for a clients’ social media management project. Here’s how you can do it too:

1) Copy this URL: http://gdata.youtube.com/feeds/api/videos?q=<Content>&orderby=relevance

2) Replace the “<Content>” portion with your YouTube search term.

3) Add the URL into a new Bundle Post Feed Channel.

Example:  http://gdata.youtube.com/feeds/api/videos?q=”Content+Marketing”&orderby=relevance

Once you have created your YouTube RSS Feed Channel in Bundle Post, the system will automatically check and ingest any new videos you upload four times per day. The video posts that are ingested into the Feed Channel can be edited, scheduled, hashtagged and exported from the system and posted to any social network you’d like in just seconds.

For tips on creating Pinterest Feed Channels in Bundle Post, Click Here.

For Hashtag tips, Click Here.

How are you using evergreen and YouTube video content Feed Channels in Bundle Post?

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Filed under Bundle Post, Content, Curation, Marketing, Pinterest, Social Aggregation, Social content management, Social Media, Social Media Content, Social Media Management, Social Media Marketing, Uncategorized, Video