Here’s our round-up of need-to-know social media & content news from the last few months and what it means for your digital marketing.
Savvy content marketers adopt a multi-channel approach to amplification
Content marketing has and always will be about creating useful, relevant content and targeting it at a carefully researched demographic. So far this year, I’ve noticed brands jumping on board with social media with gusto… unfortunately, there’s a heck of a lot of them jumping on board with zero strategy in place. With so much noise from brands and individuals, savvy content marketers need to be more strategic than ever if they’re going to get their content noticed.
Having a dual approach is crucial, blending highly useful, shareable onsite content to attract inbound links and mentions, while driving more relevant website traffic, with an outbound approach to get the attention of major publications and influencers. One often overlooked tactic to do this and a highly cost effective one, is the use of social PPC advertising to alert industry influencers and journalists about your content.
Whatever your brand, next time you have a piece of content you want to shout about, stop scraping the barrel for journalist contacts and put the news right in front of them. A great way to do this is to create Twitter lists of highly influential people and then target a Twitter ads campaign to appear directly in their newsfeeds. You’ll then have a measurable metric for the success of your content (clicks, retweets etc.) and furthermore, increase your chances of it being picked up and published.
Tied in content marketing, using a blend of promotional devices – and in this case focusing on the power of social PPC – instead of relying solely on more traditional journalist approaches (email, phone) to get your content featured, is my top tip for your next big campaign.
Google and Twitter partner up again
Google and Twitter reached an agreement for Google to start indexing tweets again after granting access to its Firehose. Firehose pings out over 9,000 tweets a second, meaning Google will always have access to the most up to date Twitter conversations to make Google searches even more relevant and the information thrown back to searchers, hyper-relevant and real-time.
If you were in any doubt as to the efficacy of Twitter as a marketing tool, this partnership – and with it the ability to get your tweets in front of both Twitter users and non-users – should convince you to step up your efforts on the platform and find your audience both in search and social.
Storytelling and tapping into emotion – the sure fire way to generate campaign engagement
Whether it’s marketers shaping the story, or the customer directly, storytelling in campaigns continue to be a strong tool for capturing your target audience’s attention.
Last month, we ran a campaign for our client, RocketSki, who – as the name suggests – provide fabulous ski holidays for corporates, groups and families.
The campaign – #TalesFromTheSlopes – asked RocketSki’s Facebook followers and lovers of skiing across Facebook (through Facebook advertising) to share their most breath-taking, funny or scary moments from the slopes and a picture of them in their best ski pose.
In collaboration with influential ski and snowboarding bloggers, the storytelling element of creative brought the campaign to life, as people flocked to the contest page to tell their #TalesFromTheSlopes. The winner, Claire Lomas, had an incredible story to tell. In 2007, Claire had a freak accident while competing at Osberton Horse Trials. This didn’t stop her though, as she turned her attention to mono skiing – essentially flying down the slopes in a specially crafted seat on skis. Her #TalesFromTheSlopes story attracted nearly 400 votes, making her the clear winner and a testament to the power of such an emotional journey – a story that captured the attention of all involved in the contest.
The campaign achieved great results for the client, including reengaging previous website visitors and converting new users into paying customers. Storytelling can be the catalyst not only for brand awareness and social media engagement, but as a genuine tool for driving sales and tangible return on investment.
Facebook continues to repress brand published organic content – less eyes on brand content
At time of writing – the last update from Facebook being on April 21st 2015 – titled ‘Balancing Content from Friends and Pages’ appears to lend itself to the following: “Dear brands, ‘If you were in any doubt, it’s time to use Facebook PPC to promote your brand message”.
Facebook is of course laser-focused on optimising content so that users’ eyeballs land on content that is relevant and interesting to them, so while organic posts are likely to see a further dip, it is still important for brands and the media to publish a rich variety of content. Whether it be videos, quizzes, thought provoking or humourous imagery, through to creative contests that reward followers for their support, brand pages will still play an important role in getting a return from social media efforts. Just don’t ignore the not so inconspicuous ‘paid social elephant in the room’… it’s time to up your social paid advertising budget if you really want to get your content seen.