The Future of Content Marketing Strategies

Ronn Torossian

How much consumers engage with a brand’s content largely depends on the company selecting the right content marketing strategy. The post The Future of Content Marketing Strategies appeared first on.

4 changes in advertising that communicators should know

PR Daily

With COVID-19 disruption, an election year and a growing desire for privacy and security on the side of consumers, here’s what PR pros should consider about the changing marketing landscape. Privacy, trust and transparency are starting to dominate the advertising landscape.

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What the demise of advertising means for PR pros

PR Daily

Lippe Taylor’s Paul Dyer makes the case that the advertising model is broken, as consumers increasingly seek ad-free experiences online. In Paul Dyer’s view, the modern advertising model is broken. This has created what Dyer calls a “death spiral” for advertising.

11 Content Marketing Mistakes to Avoid

Cision

If you’re developing digital content in any capacity, you’ve probably run across some of the following advice: Develop a content strategy. Write “good” content. You could develop a content marketing strategy , but that doesn’t mean that it will be a good strategy, or that it is related to the corporate goals in any meaningful way. You could develop content to entertain and never sell, but what if people really want to buy from you?

Why and how to use IGTV for content marketing

PR Daily

According to a recent study , nearly half of adults ages 22 to 45 don’t watch content on traditional TV platforms anymore. For example, it automatically starts playing content as soon as you open the app, and you can bounce from channel to channel to see what your favorite creators have posted. IGTV caters to users’ appetite for vertical video, allowing them to view content in full screen on mobile—without having to turn the device sideways.

AirPR Acquires Content Marketing and Analytics Company; Changes Corporate Name to “Onclusive”

Onclusive

The acquisition brings together AirPR’s industry-leading communications measurement solution with Ozmotik’s content marketing and analytics offering, creating a unified platform for companies to discover their most valuable earned media and to deliver it to its intended audience at scale. Our customers can now measure content effectiveness across the entire consumer journey – from awareness and consideration, to purchase and revenue.

Scale Content Marketing: Employees are the Secret

Sword and the Script

The biggest challenge is that we are moving from an industry that could create one amazing commercial to reach consumers to an ecosystem with a diversified channel structure,” according to Mike Scafidi , marketing operations with PepsiCo. His commentary was presented in a white paper titled The Future of Content co-produced by The Content Counsel and an AdAge team that writes sponsored content for brands. Frictionless content. by Frank Strong.

3 Ways Patient Advocates Can Boost Your Healthcare Content Marketing

Contently - Strategy

Let’s look at the three biggest ways that patient advocacy can transform healthcare content. It ensures that healthcare content is rooted in specifics that marketing teams may not be able to come up with on their own.

Finding The Content Marketing Sweet Spot

Cision

Last year, 90 percent of B2C marketers used content marketing, but only 34 percent felt they were successful. And while 69 percent are creating more content than years past, few are being heard. Why aren’t consumers paying attention? They can afford to ignore us,” says Joe Pulizzi, founder of Content Marketing Institute. The big budgets owned these channels, and consumers had to pay attention to those advertisements.”.

5 More Outside-The-Box Content Marketing Ideas

Cision

This post was inspired by our free “ Outside-The-Box Content Marketing for PR ” white paper. Not long ago, we had a blog post that described five outside-the-box content marketing ideas. Here are five more outside-the-box content marketing ideas that will take the results of your content creation to the next level. Want even more content marketing tips? Native Advertising. Best Practices Featured Content Marketing

33 Statistics Summarizing the Year in Public Relations, Content Marketing, Social Media and SEO

Sword and the Script

It’s good to know where and how other marketers are finding success. We are after all forever students of marketing. In the continuing effort to put a bow on content this year, I went back through each of 80 posts published this year pulling out interesting statistics and linking back to the original piece. Those categories are: Content marketing statistics. Social media marketing statistics. Paid media and advertising statistics.

Taking a Newsroom Approach to Content Marketing

Journalistics

Brands have never cared more about content marketing. It is the hot topic for 2013, as brands look to leverage great content to expand their reach, drive more engagement or improve their search engine rankings – to name a few. The future of content marketing is here.

How content marketing has changed PR

PR Daily

Whether it’s media relations, brand journalism or managing corporate communications, content has always played an essential part of effective PR efforts. However, PR pros that don’t sharpen their skills for content strategy, development and measurement are quickly left behind as the future of digital PR evolves. That connectivity enables consumers and brand managers to create, consume, publish, interact and transact anywhere, at anytime. TopRank Online Marketing.

8 essentials for bolstering your content marketing

PR Daily

Content marketing may be a current buzzword, but it isn’t a new concept. Smart marketers figured out how to produce content their customers value as early as 1895, when John Deere published a high-quality magazine ( Outbrain ) to help farmers become more effective and more profitable. Today, audiences are savvier and more connected than ever, prompting an explosion of content across channels and segments. They don’t make it part of their marketing DNA.

Simple Content Marketing Framework

Shift Communications

Content marketing isn’t a panacea. More important, however, is that content marketing can hit diminishing returns very quickly, in a phenomenon first described by marketing expert Mark W. Earlier this year, Mark Schaefer proposed the idea of what he calls content shock. Put simply, everyone is creating content. Lots and lots of content. million pieces of content on Facebook. Our ROI on content marketing will go down.

Can you Profit Directly from Content Marketing? Proceed with Caution

Sword and the Script

Regular readers know I bought into the concept of “ content marketing ” many years ago. It was in effect the coining of a term that characterized a strategy my team and I was already working on across traditional PR, digital marketing and social media. This idea is being promoted in a new book and recently I wrote a glowing review of Killing Marketing. The authors have documented case studies used to support the notion of profitable content marketing.

Avoid these 11 content marketing mishaps

PR Daily

If you're developing digital content in any capacity, you've probably run across some of the following advice: Develop a content strategy. Write "good" content. You could develop a content marketing strategy , but that doesn't mean that it will be a good strategy, or that it is related to your corporate goals. You could develop content to entertain and never sell, but what if people really. When editing, you're too focused on optimizing content.

Livestreaming, Pokemon Go & Branded Content: Marketing Trends to Stay on Top of

Cision

As frequently as marketing changes, it’s important to stay ahead of the curve as much as possible. Here are three marketing trends you need to be aware of as we head into the final quarter of the year. Livestreaming is Changing How We Consume Video. With heavy hitters like Buzzfeed and the Denver Broncos using Facebook Live , it’s clear that this tool has marketing clout. But what’s been really interesting is Pokemon Go’s marketing potential for local businesses.

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Buzzfeed and Twitter seek to turbo-charge content marketing

PR Daily

Content marketing and social media sharing are trends that have become cemented in the day-to-day lives of brand managers, but that doesn’t mean they won’t evolve. Two recent announcements seek to make the processes more effective for the growing number of PR, marketing and social media pros moving to online campaigns. recently introduced Pound, a technology that tracks a piece of content’s spread across social media platforms.

Why and how to use IGTV for content marketing

PR Daily

According to a recent study , nearly half of adults ages 22 to 45 don’t watch content on traditional TV platforms anymore. RELATED: Join us at Intel HQ for the Brand Storytelling & Content Marketing Conference. ]. For example, it automatically starts playing content as soon as you open the app, and you can bounce from channel to channel to see what your favorite creators have posted. Best practices for IGTV content marketing.

Content marketing – it’s not just content for contents sake

Prohibition

Consider the changing shape of the comms industry, and you will undoubtedly come across the phrase ‘content marketing’. Content has become the ‘buzz word’ for the industry – whether you specialise in SEO, digital marketing or indeed more traditional avenues such as online advertising and PR. But what does content mean? At the risk of teaching you to suck eggs, content is – in a nutshell – what makes the communications industry go round.

4 reasons why brand managers should embrace content marketing

PR Daily

Not sure if content marketing is right for your business? As one of the few marketing strategies with very little up front cost and the potential for high ROI, I highly encourage you to rethink your stance. Seth Godin famously said, “Content marketing is the only marketing left," and for good reason. Creating your own content provides your business with a variety of untapped opportunities to increase sales.

Native Ads & Video: 6 Ways to Leverage Content Marketing’s Future

Cision

If content marketing is about connecting with consumers and driving engagement, video is a tactic that must be employed. Native advertising shows similar growth for many of the same reasons. Native ads, like sponsored content at “The Onion” or BuzzFeed, don’t disrupt the viewing experience. People view, connect and engage with native ads much more easily than branded content. What does that mean for your content marketing efforts?

Report: 1/3 of news consumers say they’ve been ‘deceived’ by native advertising

PR Daily

News consumers aren’t too keen about native advertising. According to Reuters’ 2015 Digital News Report , half of respondents say they flat out don’t like sponsored content, and a third say they’ve been outright “disappointed or deceived” by it. That’s the bad news for brand managers looking to win consumers over with native ads in news publications. In the United States, nearly half of news consumers use ad-blocking software, and another 30 percent simply ignore ads.

The Psychology of More in Content Marketing and Social Media [UML]

Sword and the Script

And that gets to the core of the point here – this is about the psychology of more in marketing: more content , more followers, and more leads. As a result, marketing finds itself on the hamster wheel of more, without ever slowing to consider or stopping to analyze the impact. Sure we have more content, but it’s it resonating? Maybe that person just wanted the content and there’s no chance he or she will ever make a purchase.

A Content Marketing Crossroads: Entering the Age of ROI [Research]

PR 20/20

Content marketing has drastically altered the consumer-to-brand connection—from in-your-face advertising to a mutually beneficial relationship. According to the newly released CMI 2016 B2B Content Marketing Research Report , 88% of organizations use content marketing. The caveat: only 30% feel effective, down from 38% of marketers who felt effective last year. Content Industry

Google’s Mother’s Day salute, Souplantation permanently closes, and only 4% of consumers demand a halt in advertising

PR Daily

It’s a fun way to encourage engagement with social media users without shouting PR or marketing messages. Google’s efforts are an example of the virtual offerings and messages many brand managers shared for Mother’s Day, as many consumers celebrated while also sheltering in place.

Study: Why and how PR pros can dominate content marketing

PR Daily

The growing trend of content marketing and native advertising isn’t just for the Don Drapers of the world. As PR pros continue to work closely with their marketing counterparts—and efforts move more and more to online platforms—communicators have a chance to make a splash for their clients by embracing content creation. surveyed execs at 75 of the UK’s top public relations agencies and found that 88 percent see native advertising as a PR opportunity.

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The Struggle is Real in B2B Content Marketing [UML]

Sword and the Script

If you peruse enough surveys covering the challenges of marketing , you begin to see that three common themes among the findings: budget, ROI and production. Marketing Budget Predictability. Marketing never thinks it has enough budget, and while there’s probably truth to that thought, there’s probably also truth to the idea marketing will never have enough. What marketers can and should do is lobby for budget predictability. Measuring Marketing Returns.

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Trust and the Unlikely Reinvention of Advertising [UML]

Sword and the Script

Use PR to build a brand and advertising to defend it. The point of that philosophy used to be that, while you can build a brand with advertising, it’s very expensive. But marketing is anything but stagnant. While that maxim had elements of truth five years ago, when I wrote that content marketing was the new branding , today I wonder if we’re not coming full circle, yet again. More recently, fake news has laid the groundwork for a new-found trust in advertising.

How PR pros invented content marketing

PR Daily

That was the advent of content marketing. Many years and lots of technology upgrades later, content marketing and public relations seem to have drifted apart, taking on identities of their own. However, a great public relations practitioner knows content marketing like the back of their hand. Why, through content, of course. Content marketing vs. public relations. Five examples of content marketing.

How to boost your content marketing with video

PR Daily

Video content marketing is the new normal for brands and agencies that are eager to find relevance in a cluttered and ever-evolving landscape. Meanwhile, we’re questioning the efficacy of traditional ad-based digital media, such as banners and pre-roll content. It’s also pretty easy to launch a video content campaign these days. RELATED: Produce content that boosts lead gen, brand awareness and reputation. Place your content where people can find it.

Report: Social media leads the way in online advertising

PR Daily

analyzes how companies are marketing themselves online, getting responses from 501 marketers from across the U.S. The findings show how companies can expand their advertising operations, and they reveal hot trends across the online marketplace. RELATED: Join us in San Jose for the Brand Storytelling & Content Marketing Conference at Intel.]. Are you investing in online marketing? Different tactics help the brand capture different types of consumers.

Strong Media Brands: the answer to Native Advertising Concerns

Flack's Revenge

So is native advertising (sometimes called brand journalism or, more generally, content marketing) a curse or cure all? Is it good for what ails online advertising? Or does it confuse consumers and prevent them from getting unbiased news ? The upside of this content-rich era is that most of us are sophisticated and discerning news consumers. That does not mean that there isn’t the potential for abuse in native advertising.

Advertising is Dead—Exploring the Future of Paid, Owned and Earned Media

Cision

If advertising as we know it is truly dead, what’s next for paid, earned & owned media? While the event covered a wide range of topics, one common theme was the shifting balance of the marketing mix between paid, earned and owned media. The study, The End of Advertising As We Know It , warned marketers that billions of dollars were going to be moved out of traditional advertising in 2017. Advertising can and will continue.

United Airlines thanks employees on LinkedIn, teens consume more user-generated content than traditional media, and Red Lobster faces scandal over sick leave

PR Daily

Also: Lay’s advertises at Super Bowl after 17-year hiatus, Bank of America eliminates insufficient fund fees, and more.

The Essential Components of Your Video Marketing Strategy

ReimaginePR

Are you using video as a part of your marketing strategy? If you want to build a business in the 21st century, you need to reach the 21st century consumer, and that person is on Facebook or YouTube liking cat videos as we speak. Video plays an essential role in your marketing strategy. Why Video Marketing is Important. Video is an essential part of your content marketing strategy. People prefer video to other forms of content.

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3 ways to secure more money for content marketing

PR Daily

Unique, compelling content has long been a scarce and valuable online commodity. Consumers, brands, software companies and even search engines have created a booming industry around creating, organizing, consuming, sharing and measuring content. With the wide adoption of social media and the maturation of email, sales and marketing automation platforms, content is more important than ever before. Content marketing budgets increase with industry growth.

LinkedIn Pulse: The Next Content Marketing Must-Have?

MaccaPR

Not too long ago, you , as a marketer, signed in to LinkedIn to check your messages , catch up on an old colleague, and maybe update your new profile picture. Rebranding to “LinkedIn Pulse” in late 2013 , the app has quickly become a key part of making LinkedIn a content marketing machine. LinkedIn Pulse essentially analyzes what’s being written and aggregates content based on your industry, your connections and what you choose to follow on the network.

Podcast Guesting – Why it Should be Part of Your Content Marketing Mix and How to Setup Your Pitch

Buzzstream

To really bring the podcasting trend into perspective, a recent study from Statista found that, in 2006, only 22% of consumers knew what a podcast was, but by 2019 over 64% of consumers were aware of podcasting. You’re creating content without actually doing any of the legwork.