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
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- Your content is the same as that of everyone else in your niche: This is why competitive analysis is so important.
If you’re doing the same thing as everyone else, how do you expect to stand out?
- You have no real message: You need to know what your unique voice
- You don’t follow best practices and stick to the quick wins
- You never collaborate: this is the fastest path to growth. You need to collaborate and spend more time getting your content seen elsewhere
- You don’t understand your audience: Watch your content. See what gets the most engagement. And then pivot and get rid of the things nobody is Liking, Commenting on, or Sharing.
- You aren’t consistent: … it takes time
- You make today what you made yesterday: show progression, they want to grow with you. They want to see you improve. They want to know they are following someone or something that is headed in the “right direction.
- You don’t provide enough value with your content
- You don’t teach people anything: you are helping enrich their lives with information. If you aren’t teaching them something new every day, they have no reason to pay attention to you.
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.
- Manipulated outrage and raise above the clickbait
- Brand stand: “what you believe as a company has to be front and center in everything your company does.” most consumers (66%) think it’s important for brands to “take a public stand on social and political issues.
- Back-storytellingone of their greatest assets to inspire loyalty from customers and employees alike can come from taking people behind the scenes of their brand and history.
“the 90/5 dynamic—right now, the top 5 percent of branded content garners 90 percent of all engagement with branded content.” Replacing the 80/20
“It sounds like a revolution,” Cooper said during a SXSW keynote. “Large corporations don’t like revolutions. They like predictability. They like incremental growth.”
But those corporations are quickly changing their tune. They’re realizing that the most effective way to find a hit is to strategically create content, test how it’ll connect with audiences, and then optimize the approach based on what they learned. Because if you’re going to spend millions to put your story in front of people, you better make sure it’s a story they’re going to love.
high-quality content, regardless of the subject, meets most of the following standards:
- Provides value to readers by offering information about a topic they care about or are looking for
- Has purpose; it informs, educates, entertains, inspires
- Is original and brings new ideas and perspectives to the conversation
- Has credibility and offers insight
- Triggers an emotional response
- Is well-written and grammatically correct