how to do big rock content marketing, Nike and KLM
how to do big rock content marketing, Nike and KLM
Stop focusing on major markets
Rethink festival sponsorships
Hack a brilliant hashtag
We constantly see brands trying to scale a boring hashtag, almost like they have no idea what hashtagging even means. Hashtags are used to notate trends, movements and sentiments, and if your brand hasn’t harnessed one or all of these things, then you should get out of the hashtag game.
Get the digital brand value of a New York party without spending millions:In El Paso, one project cost us $80,000 to build and $50,000 to maintain to date. This would literally be unsustainable in a major market due to the extreme costs of rent, creative talent and labor. However, the project has received more than 21 million social media impressions and $500,000 in media value.
Work with, but don’t pay for, Instagram influencers
Pay for play is not only lame but very transparent to those consuming content. Influential instagrammers are influential because they are able to develop and scale content. If you provide a situation where the ability to develop content is matched by a mutual benefit, then social influencers will see the value and respond.
Great stats on content marketing: why you need it, why it works
Someone asked, why are advertisers obsessed about Cost Per Click?
The postulation was that at best CPCs could indicate high or low competition in the auction. It could possibly indicate the influence of a poor quality score (keyword, ad content, landing page relevance).
I agree that CPCs could possibly help with the above elements. CPC is, even in the best case scenarios, a diagnostic metric (for any marketing strategy).
CPC is not a Key Performance Indicator.
Sadly, many companies/agencies use CPCs as a KPI.
This results in narrowing the vision of the company. It almost always set’s the company on a wrong path (to becoming less glorious than they deserve to be!).
Here’s one corrosive manifestation: I only want to pay $2 max CPC.
Or: We have to reduce our CPCs by 15% this quarter.
Both lead to the same outcome: You cut off your legs to try to run faster.
An obsession with CPCs ignores important considerations like the hundreds of thousands of customers you will leave for your (delighted) competition.
Here’s what you should actually care about: Profit Per Click.
Even if all you can muster up is the supremely easy to compute Gross Profit Per Click.
If you are making a profit, why do you care if the CPC is $40 or $4?
Let’s say you are paying Bing $40 per click. This delivers a revenue of $200 and a profit of $50. That is a win.
If there are any more clicks left to get from Bing, go all the way to $49 per click to get even more customers. You are still making money.
Instead, let’s say you decide to pay Bing $20 per click. Sure, your CPC looks better. Maybe your boss loves you for 24 hours. After that period your profit reports will come in and show that company profit dropped massively. Less love from your boss. Maybe even the opposite of love.
That’s what I mean by cutting your legs off to try to run faster.
Oh, and when you disappear are all the customers going stop running queries? Of course not, they’ll simply click and convert with your competitors.
An even smarter strategy.
Once you know your profit by silo (Search/Bing above), the next level smart thing is to consider this question: Can I invest that $40 anywhere else (billboards, television, AOL) and make more than $50 in profit ?
If the answer is yes, with that $40 you can make $60 with billboards strategy. Shift money from Bing PPC strategy to billboards.
If the answer is no, keep spending it on Bing.
Classic portfolio management.
Bottom-line: Let the profit you make drive your marketing investment strategy. It seems hard to get to real profit, but see the post I’ve linked to above to compute Gross Profit. It is a simple stepping stone. If your boss insists on CPC as a KPI, you know it is time to refresh your resume for how long can a company focused on CPCs survive? :)
PS: You’ll understand now why CPA is also a terrible KPI. You want PPA. Or, even better, its sexier cousin PPH.
“Use empathy to power action. To go make things. Things that serve people’s needs. Things that brighten people’s days. Things that add value. Things that make people love your brand, because your brand is thinking about them.”
Yes, sure, embrace your big data; you need it in order to compete. But also hug your customers; you need them in order to win.
Every day a piece of content spends in production hurts your ROI.
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.
How to + an overview of the free tools
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