With banner ads set to turn 20 years old next year, brands are still pouring billions of dollars into them. It’s long been known that banner blindness is pervasive, click-through rates are very poor and click-fraud is expensive. Heat map results show that eyeballs stick to where the action is – the “story” itself. Other…
Audience analysis should underlie entire top-of-funnel content marketing campaigns. Too often, marketers separate creation from production, and throw a piece of content over an imaginary wall to a promotions team. In excitement to market with content, we forget to understand who the content is for, why it exists, what the reader should do after consuming it,…
While content marketing was once something new, clever and practiced only by marketers who were early adopters in the digital movement, that time is coming to an end.
Understanding content economics
As Mark Schaefer explained content shock in economic terms, the amount of content available [supply] is greater than the amount of content that can be consumed [demand]. The…
Priming as a public relations concept has been around since the dawn of the profession, perhaps even before we could define and understand it. Before social media—even before the Internet—priming had a profound effect on people and their decisions. With the advent of the Internet and social media, the power of priming has only intensified and become significantly more important to brands.
Today is Blog #3 of the collaboration between BloomReach and DigitalRelevance on marketing your content. Sign up for our webinar on July 22 to hear Mitch Briggs, a Client Success Director at DigitalRelevance and Will Uppington, Head of Product at BloomReach, discuss the tactics of developing relevance through a full spectrum of content.
Digital content promotion is hard. Every day, over 450,000 content pieces are created with over 30 billion pieces of content per month being shared on Facebook alone. This requires marketers to develop a process of identification and engagement with those contacts that will link them to their target audience.
Over the past ten years, SEO and PR professionals have found themselves trying to meet two client requests: wanting more and wanting it now. But is that the best option for all campaigns?
To many marketers, Upworthy is “that site that publishes those headlines.” And although it’s true that the folks at Upworthy have developed a headline philosophy that leaves many salivating, some marketers concentrate so much on those headlines that they overlook what really makes Upworthy successful.
It’s that time of year, and you may be scrambling for gift ideas for your coworkers or another marketer in your life. Or maybe you’re worried what your in-laws may come up with for you. Have no fear. We put together this list of unique gift ideas for that special someone in your marketing world.…
Just like Facebook, LinkedIn is constantly tweaking its interface and presenting users with new tools and options. Visit your profile often (once a month a minimum, but weekly is best) to make sure that your personal brand is projecting the desired perceptions of Professional You.
It’s easier than ever for marketers and PR professionals to reach thousands of people simultaneously, but seasoned professionals avoid mass distributions like this for good reason. Outreach is no longer solely a numbers game; these days, it’s the balance between quality and quantity that has shifted into sharp focus for brands who want to maintain…
Twitter chats are a great way to learn new strategies and tools, ask questions, participate in discussions and even answer some questions around digital marketing. The sheer volume of Twitter chats can feel overwhelming—that’s why I’ve compiled a list of chats that users can learn from and enjoy.