When it comes to ideation, as a creative strategist you have to balance client requests with what you deem compelling content. Coming up with fresh ideas that will both ignite a conversation with your audience and please the client can be a constant struggle, but a great bridge between the two is the level of newsworthiness.
Leveraging trending stories is an easy way for you to capitalize on a current event – and a great way for your promotions team to earn multiple placements quickly – but discovering newsworthiness through methods other than focusing on what’s currently trending will make your content stand out from the rest. Localizing national topics and focusing on a human interest and other relatable angles can increase your campaign’s reach.
Here, we’ll walk you through a list of newsworthy angles and provide tools you can use to create content that extends beyond your target audience.
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.
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.
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
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.
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
We recently hosted a webinar with the super talented Joel Klettke of Business Casual Copywriting. If you missed out on the webinar, check out the video recording and recap of 8 Easy Steps to Writing Kick-Ass Landing Page Copy!
We’re really excited to announce that Joel Klettke of Business Casual Copywriting, one of our favorite writers in the industry, will be joining us for a webinar on How to Write Kick-Ass Landing Page Copy. The webinar is Wednesday, October 29th at 1:00 EST/10:00 PST.
This week’s blog post comes from Will Fraser, CEO and Co-Founder of Referral SaaSquatch. Follow him on Twitter @getFraser.
When we started Referral SaaSquatch, we spent a lot of time educating the SaaS/subscription market about our platform and how we’re different from ‘competitors.’ Honestly, a lot of the questions, while valid, were the same. What is a referral program? Isn’t that an affiliate program? Can’t I build that in-house? (more…)
In 2013, the most popular pieces of content on both BuzzFeed and the New York Times had something in common.
Was it that they were well-research pieces by respected journalists? No. In fact, the NYT piece was created by an intern. Did they break news? Nope, no new news was made. Were they beautiful, Snowfall-like visual constructions? Nope. They were designed from templates.
They were quizzes. The writing is on the wall: interactive content is the future of content marketing.