Archive for the ‘Content Marketing’ Category

How to Create a Viral Idea in a Boring Vertical

How To Create a Viral Idea in a Boring Vertical

As much as we love variety, let’s face it: Some things are just plain boring. This can feel especially true when you’re working with multiple clients – some days you’re offering endless ideas about comic book characters and movies; the next you’re trying to make any inch of linoleum seem cool. It’s a daunting task, but it’s not impossible.

You can successfully create viral content within boring verticals; however, it requires you to conduct a focused research strategy and curate a very specific outreach plan. It all comes down to who will link to it and who will share it.

Here, we’ll walk you through five steps to improving your chances of creating content that will not only reach your niche audience but land your content on the screens of potential consumers.

(more…)

0 comments

7 Practices That Maximize the ROI of Negative Pitch Replies

7_practices_that_maximize_roi

Nobody likes negative feedback. Even if you mask it as “constructive criticism,” it still stings. In promotions, it’s not uncommon to receive a negative response from an editor – some of the worst I’ve received is a simple, “No.” However, what you might not realize is that a negative response isn’t a dead end – it’s an opportunity to continue a conversation with the editor. They’ve opened the door to build a relationship and earn future placements, but the trick is how to get there.

The best response should sound like the beginning of a natural conversation – you want an editor to know that you’re interested in their feedback and are willing to listen to what they have to say. You want to come across as genuine if you want to get the very best feedback from them.

Here, we’ll walk you through seven practices that can improve your ROI for negative pitch replies, increasing the likelihood of future coverage and a mutually beneficial relationship with an editor.

(more…)

0 comments

How To Earn More Links for Your Campaign with Link Reclamation

BuzzStream-Header_6
Establishing a diverse, high-quality link portfolio is crucial to increasing your organic rankings. Between July 2013 and July 2014, more than 80 percent of companies increased their spending on tactics that earn links.

When launching a campaign, you must be acutely aware of where your campaign spreads after the first exclusive goes live. Most campaigns that earn a top-tier pickup will spread through social networks, messaging systems, news sites, and blogs, allowing you to secure a cascade of links from your original placement.

image17

If you’re not monitoring this spread and optimizing it for your clients’ benefit, you’ll end up missing out on establishing a more diverse, high-quality link portfolio that would require little additional work from your team. Here’s where you should start:

Link Reclamation – The process of finding natural syndications of your campaign and working with the editor to optimize the story for the biggest client impact.

Link reclamation should occur shortly after your first exclusive goes live, allowing you to leverage the recency effect.

Recency Effect – When people are asked to recall a list of items that are presented to them, they tend to be able to best recall those at the end of the list (the recency effect) and those at the beginning of the list (the primacy effect) better than those in the middle of the list.

Using this theory, you’ll want to reach out to writers shortly after they’ve published your campaign, so it’s fresh in their minds and ripe for updates; if you reach out several weeks after they’ve published, sometimes the story can be too stale for an update.

Below, I’ve outlined the important steps of link reclamation and the strategies that will have the biggest impact for your client.

(more…)

0 comments

101 Questions Your Team Needs to Answer Before Pitching a Publisher

101 Questions

A successful content marketing campaign can be broken down into three main stages: ideation, production, and promotion. To maximize your efforts, all three should build off each other by focusing on one common goal—creating content that will inspire your audience and compel them to share.

Here we’ll walk you through the questions you need to ask yourself during the three phases in order to produce a campaign that will reach high levels of social traction.

(more…)

8 comments

Sound in Viral Videos: How It Significantly Impacts 69% of Consumers

Content marketing continues to grow in popularity among digital strategists, and that means rising above the noise is becoming even more difficult. In order to stand out, you’ve got to be different, and video has proven it can uniquely deliver highly memorable and emotional content to a target audience. A big reason for its success? The power of sound.

BuzzStream and Fractl conducted a survey of over 1,000 consumers to better understand the emotional impact of sound and how it relates to content marketing. Survey respondents were asked to play five viral videos from the last couple of years and then pick which emotions were activated when the video was played. Each group was presented with a different viewing format. The first group had to watch the videos with sound, but without captions; the second group had to watch the videos without sound, but with captions; and the third group was only able to listen to the video’s sound and was not allowed to watch the video. Robert Plutchik’s comprehensive Wheel of Emotions was used to categorize emotions.

Wheel_of_Emotion

(more…)

2 comments

The Advanced Guide to Improving Your Social Media Presence for Outreach

Yesterday, I came across Gideon Lichfield’s post Dear PR person who just sent me a robo-pitch. The senior editor at Quartz gets bombarded with pitches so frequently that he set up a series of email filters automatically deleting the worst offenders. Lichfield realizes he might miss the occasional gem with this slash-and-burn approach, but he doesn’t have time to sort through the spam of press releases to discover it.

So what should you do instead? Lichfield highlighted his idea of a winning outreach strategy:

  • Really getting to know the journalists
    • What they’ve written before
    • What they’re experts in
    • Where they’ve lived
    • Things they believe in
    • Things they love
    • Things that make them mad
  • Understanding the nuances of their news outlet
    • Who it writes for
    • How it frames its stories (people or issues, gossipy or wonky?)
    • How its readers find those stories

He admits “this high-touch strategy is extremely time-consuming.” But the mass-emailing approach that most traditional firms pursue? “I call it failure.

high touch outreach

(more…)

0 comments

The Unfollow Algorithm

Today, it’s not enough for a brand to simply have a social network strategy. To be competitive, they have to use the platform in new and innovative ways. But they also need to remain focused on retaining followers.

For brands, retention is especially crucial because followers are often direct consumers. For example, on Twitter, 72% of followers of a brand are more likely to purchase a product from them.

So why do people start and stop following brands? BuzzStream and Fractl conducted a survey with more than 900 respondents to better understand why people unfollow brands in social networks.

How can you grow your following on social media?

If someone likes a brand, there’s a good chance they’ll consider following it via social media. According to our survey, strategists can have a big impact with special promotions and offers that can only be seen by followers. Just don’t expect your new followers to jump into a conversation ― only 4% of our respondents said that they follow brands on social media to give brand feedback.

  • 16% of the respondents said they will follow a brand because they like the brand
  • 15% said they follow brands to be notified of special offers / promotions
  • 12% said they follow brands to learn about new products and services

Algorithm_graph-01

(more…)

0 comments

How Much Branding Is Too Much?

The notion that too much branding leads to a loss of credibility isn’t always true. Google’s viral video, Dear Sophie, is an advertisement for Google Chrome that contained a significant amount of branding for applications like Gmail, YouTube, and Google Maps. According to a survey with more than 900 respondents undertaken by BuzzStream and Fractl, the Google brand gained credibility with the video. However, 86% of the respondents incorrectly identified the brand that was supposed to be the focus of the video. As part of the survey, respondents had to watch the video without seeing the Chrome logo appear at the beginning and end of the video. The Google advertisement had so much variety in terms of branding that it confused viewers, leaving 80% of them thinking that the focus of the video was Gmail. Is this a case of too much branding? Although viewers didn’t identify Google’s Chrome browser as the focus of the video, it still had a positive impact on the overall perception of the brand.

(more…)

2 comments

2 Content Types That Will Earn the Most Shares in 2015

Planning your content strategy for 2015? Here’s some good news: You don’t need a crystal ball to predict which formats (or content types) will help you meet your social media benchmarks. BuzzStream and Fractl have crunched the numbers to figure out which content types earn most shares, the formats that are evergreen for social sharing, and the monthly patterns that highlight content format risks – and rewards .

Using BuzzSumo, we tracked 220,000 pieces of content from 10 high- and 10 low-engagement domains over the course of six months. From June to November 2014, we followed the formats that earned the most social shares in 11 verticals. By analyzing how-to articles, lists, what posts, why posts, and videos, we discovered which yield strong, consistent returns and which are potential risks.

Evergreen formats

If your brand is the conservative type, opt for lists and why posts. These formats earned the most shares over a six-month period and varied the least in their performance month-to-month.

Evergreen content types

(more…)

0 comments

Trend Report: 8 Marketing Patterns to Watch

Web searches are one of the best indicators of public interest. That fact is a basic underpinning of online marketing and SEO tactics – but what can web searches tell us about these very same industries?

Inspired by the year-end Google Trends campaign, we decided to look at some of the most common keywords from our own profession to see what terms are falling and rising in popularity. By using Google Trends to analyze seven years’ worth of data – from January of 2008 to November of 2014 – on 20 words related to online marketing terminology, design, and strategies, we created a review of the evolution of the industry and some predictions for its future. This new marketing trend report gives us a long-term global analysis as well as more recent regional insights.

Public Relations and Press Releases vs. Content Marketing and Inbound Marketing

MarketingKeywordGrowth_PRvsMarketing

(more…)

4 comments