What started off as a normal Thursday quickly spiraled into one of the oddest days on social media that I've ever seen. Two separate events rocked Twitter and suddenly took off to become featured stories on national news channels and top business publications. What happened? Why does it matter? How can we, as marketers, take advantage?
Technology and computers have always fascinated me. They make life so much easier and I really can’t imagine ever having to pass a math class without a T9 graphing calculator
However, there is such a thing as too much technology. Our smartphones consume us, our emails are always open on our home desktop, even a two-hour flight without Wi-fi is torture. Which leads me to think – where do we draw the technology line in the marketing world?
Yes Tom Brady won his fourth Super Bowl, and yes, Tom Brady received his third Super Bowl MVP – in some way we all expected that. What I didn’t expect, however, was his secret strategy that made him a winner off the field as well.
All throughout the 2014-15 season, Brady shared throwback photos, memes, and funny videos on Facebook, while his wife Gisele Bündchen posted photos of their family on Instagram. But why? Brady certainly doesn’t need this extra attention; he’s already one of the most popular athletes without it. There’s one simple, brilliant reason.
In my last article, I wrote about why the white paper is a less-than-ideal content format for most B2B content marketing campaigns. I pointed out three reasons why I think white papers are ineffective: They’re too long, they take on too much, and they’re no fun.
Still, we can’t do content marketing without content. If we are to give up on white papers, what should take their place?
I think it’s time we gave it a rest with the white papers. So many businesses sink so much time, work, and money go into these content marketing monstrosities, and for what?
It’s no great revelation to say that people rarely behave the way you want them to. People do weird and unexpected things. They have their own unknowable agendas. They make decisions that don’t make sense.
This is one of the reasons content marketing is so difficult, in as much as it involves corralling the confusing and unpredictable members of the human race and guiding them, somehow, with content, through the stages of a carefully structured buying process.
Ah yes, the dreaded buzzword “click bait.” For those of you who don’t know what click bait is, click baithere is how I define it:
Click bait is content that is created for the sake of getting a click, usually using controversial or attention-grabbing titles that are so compelling one just cannot resist.
Every day I talk to entrepreneurs who are launching new B2B websites, hoping to build a pipeline of new business through content and inbound marketing. These business owners often rely on “conversion rate” as a measurement of their sites’ marketing performance.
A site’s conversion rate is the number of people that filled out a form on that site divided by the total number of website visitors, expressed as a percentage (leads/visits). This is an important metric for gauging your buyer’s interest in your website content.
But if your B2B website is brand new, how can you know what kind of conversion rate it will have? Knowing what to expect when you have no previous conversion rate data on your site is important for setting expectations with the rest of your team.
I recently helped Patrick Truhlar, Managing Member at Steady Returns LLC, with this very problem. He wanted to know what to expect in terms of conversion rate for his new site, which is launching in March. After a couple weeks of digging into his current site’s history of performance, I set some expectations for starting up content marketing with fewer than 200 visits per month coming to his website, which is his current site’s trend.
Due to its ability to increase brand awareness and effectively engage with consumer, social media marketing has become a vital part of business today. On the flip side however, it can also clear a path for trouble. Big brand names have had slip-ups with social campaigns leading to a lot of unwanted attention and headaches for PR teams.
At the end of each disaster tweet, however, is a lesson to be learned. Take advantage of big brands’ past screw-ups and learn how to avoid these mistakes for your own business.