Social media advertising
1. Drive users to a newsletter subscription page with a strong CTA
2. Drive users to the landing page of a premium gated piece of content
3. Drive users to a post optimized for email acquisition
What’s going to get someone to sign up for your email list? The promise of value. That could mean coupons and free offers, but even more so, it means amazing content that’ll help people do their jobs better or live a more fulfilling life.Great content is now table stakes, and there’s little chance a reader will press “Subscribe” unless they just read or watched something amazing.
Search engine optimization
One trend we see across Contently clients is readers who come from search are the most engaged compared to other channels. Our clients index heavily in B2B and finance, so this makes sense. People who come from search are usually looking to solve a problem, and they’re happy to sign up for a free resource that provides them with a solution. This is why you have to ensure your article pages and subscription pages are optimized for your target keywords.
The 3 Most Effective Ways to Grow Your Email List
Wallmart on their content, webinar by Contently. wallmart.com tips & ideas
– serving inspiring customers to do something and show them how to do it
– serving the business
– focus on how to use the products, not on the products itself
– sound like a helpful person, not the worlds largest retailer
– not speaking about wall marts low prices, talking about what customers need, not about wall mart
Customers who engaged with editorial content had an average order size 7% larger than customers who went straight to shopping. Over time, they were able to use that data to generate internal support, collaborate with other departments, and drive even bigger results.
Mission Walmart: “”The secret of successful retailing is to give your customers what they want. And really, if you think about it from your point of view as a customer, you want everything: a wide assortment of good-quality merchandise; the lowest possible prices; guaranteed satisfaction with what you buy; friendly, knowledgeable service; convenient hours; free parking; a pleasant shopping experience.” – Sam Walton (1918-1992)
The blog URL is walmart.com/ideas
with thanks to Contently
Webinar: How to Prove the Value of Content Marketing
- In the past year, 40 percent of YouTube users turned to the platform to learn more about a product before they bought it. – Google
- 52 percent of consumers are likely to switch brands if a company doesn’t make an effort to personalize communications to them. – Salesforce
- Within six months after an omnichannel shopping experience, customers logged 23 percent more repeat shopping trips to the retailer’s stores and were more likely to recommend the brand to family and friends more so than those who used a single channel. – Harvard Business Review
- In 2021, 53.9 percent of all retail e-commerce is expected to be generated via m-commerce (i.e., on mobile devices). – Statista
And when interacting with brands in between purchases, they’re looking to be inspired, entertained, and informed.
Fashion Content Marketing 2018: Top Trends + Leading Brands
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HEINEKEN: FANS OF THE WORLD
Heineken has a huge online presence. But the truth was, it hasn’t always behaved on social media quite like the premium, cosmopolitan brand it was in real life. So a planner, an art director and a writer sat down with a bunch of blank cards. Which turned into content formats. Which turned into a global production machine that helped make the brand a little more relevant to the everyday (social) lives of its drinkers.
Great research on how to take a stand on social media as a brand. And the impact of the CEO on this subjects. (last half of the research)
- People want brands to take stands on important issues, and social media is the place for it. Two-thirds of consumers (66%) say it’s important for brands to take public stands on social and political issues, and more than half (58%) are open to this happening on social media – the top channel for consumer receptivity.
- Brands can’t change minds, but they can effect change. Sixty-six percent of respondents say posts from brands rarely or never influence their opinions on social issues. Rather, respondents believe brands are more effective on social media when they announce donations to specific causes (39%) and encourage followers to take specific steps to support causes (37%), such as participating in events or making their own donations.
- Liberals are galvanized by brands that take stands, while conservatives are indifferent. Seventy-eight percent of respondents who self-identify as liberal want brands to take a stand, while just about half (52%) of respondents who self-identify as conservative feel the same. Likewise, 82% of liberals feel brands are credible when taking stands, compared to just 46% of conservatives.
- Relevance is key to reception. Consumers say brands are most credible when an issue directly impacts their customers (47%), employees (40%) and business operations (31%).
- Brands face more reward than risk. Consumers’ most common emotional reactions to brands taking a stand on social were positive, with intrigued, impressed and engaged emerging as the top three consumer reactions. Likewise, when consumers’ personal beliefs align with what brands are saying, 28% will publicly praise a company. When individuals disagree with the brand’s stance, 20% will publicly criticize a company.