Category Archives: SEM Wilmington NC

Political Procedurals Play Starring Role in Fall TV Season

Examples of the trend include “CSI: Cyber,” “Madam Secretary” and “Scorpion” on CBS; “Allegiance,” “Odyssey” and “State of Affairs” on NBC; and a potential series on TNT, “President X.”

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Online Marketing News – Fridays For Engagement, People Don’t Know Ads Are Ads, Tablets Everywhere

Google In-Store Behavior

Google: Local Searches Lead 50% of Mobile Users to Visit Stores [Study] – Searches with local intent are more likely to lead to store visits and sales within a day. New Google research says that 50 percent of mobile users are most likely to visit after conducting a local search, while 34 percent of consumers on tablets or computers will go to a store. Search Engine Watch

Facebook, Google+ Lead Twitter, Instagram For Reach Amongst Young Adults [STATS] – Facebook’s reach amongst young adults is still unmatched when compared to all other social networks, reports Statista, citing a recent study from Harvard University’s Institute Of Politics. AllTwitter

36% of People Still Don’t Realize That Google Adwords Are Ads – Last year, we published the results of user tests which found that 41% of users were unaware of the distinction between paid ads and organic listings.  Econsultancy

Marketers Failing Badly on Mobile-Specific Landing Pages, PPC Ad Copy [Report] – Most online advertisers know that mobile-specific experiences are important, but less than half engage in mobile practices, and many aren’t planning to this year. This is one of the mobile opportunity gaps that Yahoo and Kenshoo teamed up to identify in a recent survey on multi-device advertising strategy. Search Engine Watch

Almost Half of US Households Own A Tablet – Some 45% of households own a tablet as of late January, up 6% points from the comparable period last year, and 16% plan to purchase one this year. Ownership of smartphones also continues to grow, reaching 64% of US households (up from 58%) and for the first time exceeding basic cell phones. Marketing Charts

Almost Half of Consumers Say They Read Their Favorite Brands’ Blogs – Some 46% of Americans read the blogs of their favorite brands, according to newly-released survey results from WP Engine. Respondents attribute a significant amount of influence to brands’ blogs: about half believe it’s important for brands to product content on their blogs, while 2 in 5 feel there are negative effects for brands not producing blog content. Interestingly, respondents appear to favor reading content directly from company blogs and websites over other content distribution methods. Marketing Charts

Facebook Users Engage With Brands Most on Fridays – Facebook users engage with brands more on Fridays than on other days of the week, according to a recent report from Adobe. MarketingProfs

Celebrities Add Nothing To Online Shares: Report – Just in case you’re tempted to spend your entire advertising budget on hiring the biggest star names possible for your campaign – Timberlake, Tatum, Titchmarsh – think again. It’s probably a waste of money. Econsultancy

Marketers at Mid-Sized Companies Struggle to Engage Audiences, Manage Tech – Marketers at mid-sized companies (50-5,000 employee) find it challenging to manage the growing number of technical vendors used by marketing, according to a report by DNN Software, and many agree that marketing has become more challenging despite all the technology solutions available.  Marketing Charts

Report: 70 Percent Of Mobile Ad Revenue Coming From “Interstitials” – China-based mobile ad network appflood.com has released its first report on the state of global mobile advertising (for Android apps). The data are based on activity gleaned from 400 million unique smartphones globally. Marketing Land

84% of Female Pinterest Users Are Still Active In Their Fourth Year: Stats – In terms of user retention, this is an incredible figure. Especially compared to the competition. In February 2014, I looked at Google+ and discovered that although it had 1.15bn users, only 35% of those were active monthly. Similarly 36% of Twitter’s registered users are active on a monthly basis. Econsultancy

From our Online Marketing Community:

On the post 3 Advantages Public Relations Brings to Digital Marketing, Ann07 wrote, “Storytelling, Editorial Based Marketing and Influencer Marketing – Honestly, these are all powerful gains that digital marketing should knock from public relations. “Facts tell, Stories sell” I like this thought and I couldn’t agree more about it. As what said above, content marketing is the ability to tell brand stories that the audience and the media will care about. Therefore, I conclude that this approach is really effective to use.”

Dadie Host also commented, “While much has been written on this topic, your article expresses both the positive and negative aspects of this important topic, without  taking an boring stance on either side of the issue. Lee Odden, I must Thank you for your thorough research and clear writing.”

On What Makes a Business and Marketing Conference Great?, Barbara Mckinney said, “For a lot of people, the content makes the conference. And of course, the content is one of the most important things at a conference. You’re there to learn, so you need to have some good content, otherwise it’s all a bit useless.”

And Toby Crabtree shared, “I totally agree with your points. It is the content and the communication that makes the conference.’

What were the top online and digital marketing news stories for you this week?

Thanks for reading and have a great weekend!

Graphic: Google


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© Online Marketing Blog, 2014. |
Online Marketing News – Fridays For Engagement, People Don’t Know Ads Are Ads, Tablets Everywhere | http://www.toprankblog.com

Modular Content – Creative Repurposing for Content Marketing

Modular Content

There are many content types and tactics for content marketing. Each has it’s place. Each offers unique benefits.

Creating original content on an ongoing basis can be a challenge, so most marketers practice the fine art of content repurposing.

For example, you could take a long eBook and turn it into 4 blog posts, leverage for a newsletter and excerpt it in an article submitted to an industry publication. Or you could take a speech heavy video and transcribe the text into a blog post, using screen shots for the images. You could also modify content for different target audiences, which is a form of repurposing that is more about personalization than just getting extra mileage out of your content. After creating your “reimagined” content, the common next step is to deconstruct it into micro-content for social sharing.

modular content repurposing

Most of the repurposing of content that marketers are practicing is about deconstructing content into smaller pieces. A modular approach helps make this a smooth process – square pegs into square holes, so to speak. But have you ever thought of taking the opposite approach?

Here’s what I mean and what I’m now testing.

With a modular approach to content marketing planning, you can identify key themes and other elements within a template. Working with pre-defined key concepts as building blocks (mapped to your content plan and customer segments) ensures you’re covering what needs to be covered and it makes repurposing and personalization that much easier.

It’s not so different from creating a baseline content object that will be localized and personalized for different target audiences in different regions.

micro-content repurposing

With normal content repurposing, you go from a collection of ideas in a larger content object and then break that collection down into smaller ideas, remix and reimagine them to create other smaller content objects.  What I’m suggesting is that you try the reverse.

With the right planning, you could take micro-content like statistics, quotes, tips and examples used as individual social network shares, then compile them according to themes, like industry, into a larger content object: blog post, report, eBook or presentation.

I think the easiest thing to do would be to collect 25 or so statistics on a topic of interest to your target audience and then schedule social shares of those stats over time. Do the same with 25 quotes and 25 short, practical tips. That’s 75 social shares over whatever period of time you decide that serve as a layer of your social curation. Then do daily shares and interactions based on what’s happening now.

I have no doubt that the idea of creating a template and working with modular content and scheduled social messages is breaking somebody’s rules. But the reality is, it’s practical, useful to readers and doable. You can also iterate and improve with very little risk, since it’s micro-content.

Why would it make sense to evolve micro-content into something larger?  Here are a few reasons:

1. Publishing micro-content over time is like planting a seed amongst your community that this is information relevant to how you want to be known. Establishing attention and credibility through that content is prep for the larger content objects to be published.

2. Micro-content is highly sharable and if you’re consistent about publishing useful nuggets of information, you’ll grow the audience you need to make a bigger splash with the larger content object.

3. Publishing short format content, especially on the social web, will provide you with data. Views, shares, engagement, links and with a URL shortening service, basic demographics. That data can then be used to influence how the individual component parts are assembled in the larger content object. The tips with the most shares and engagement are included in the eBook or blog post and those with low engagement are not.

4.  Curation of micro-content is easy, provides useful information to your target audience and can fit within a social content workflow designed to roll up to a larger content project.

5. Micro-content to big content is SEO friendly – Taking variations on a theme and compiling them into a larger content object is basically like optimizing that content for search visibility.

Repurposing content in this way means more than piecing together random facts and tips. Micr0-content would sserve as building blocks, or modules, to create a larger story that’s meaningful to the audience you’re targeting.

I think planning micro-content out to work with your social content and curation could evolve new content creation opportunities, especially if you add community engagement and crowdsourcing to the mix.  It’s search and social friendly, plus you’re able to build up affinity for the thing you want to be known for before launching a big content project.

How are you repurposing content for marketing? Have you tried reversing the process and building up a larger content piece from individual data points that were already published?

Image: Shutterstock

 


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© Online Marketing Blog, 2014. |
Modular Content – Creative Repurposing for Content Marketing | http://www.toprankblog.com

Online Marketing News – Fridays For Engagement, People Don’t Know Ads Are Ads, Tablets Everywhere

Google In-Store Behavior

Google: Local Searches Lead 50% of Mobile Users to Visit Stores [Study] – Searches with local intent are more likely to lead to store visits and sales within a day. New Google research says that 50 percent of mobile users are most likely to visit after conducting a local search, while 34 percent of consumers on tablets or computers will go to a store. Search Engine Watch

Facebook, Google+ Lead Twitter, Instagram For Reach Amongst Young Adults [STATS] – Facebook’s reach amongst young adults is still unmatched when compared to all other social networks, reports Statista, citing a recent study from Harvard University’s Institute Of Politics. AllTwitter

36% of People Still Don’t Realize That Google Adwords Are Ads – Last year, we published the results of user tests which found that 41% of users were unaware of the distinction between paid ads and organic listings.  Econsultancy

Marketers Failing Badly on Mobile-Specific Landing Pages, PPC Ad Copy [Report] – Most online advertisers know that mobile-specific experiences are important, but less than half engage in mobile practices, and many aren’t planning to this year. This is one of the mobile opportunity gaps that Yahoo and Kenshoo teamed up to identify in a recent survey on multi-device advertising strategy. Search Engine Watch

Almost Half of US Households Own A Tablet – Some 45% of households own a tablet as of late January, up 6% points from the comparable period last year, and 16% plan to purchase one this year. Ownership of smartphones also continues to grow, reaching 64% of US households (up from 58%) and for the first time exceeding basic cell phones. Marketing Charts

Almost Half of Consumers Say They Read Their Favorite Brands’ Blogs – Some 46% of Americans read the blogs of their favorite brands, according to newly-released survey results from WP Engine. Respondents attribute a significant amount of influence to brands’ blogs: about half believe it’s important for brands to product content on their blogs, while 2 in 5 feel there are negative effects for brands not producing blog content. Interestingly, respondents appear to favor reading content directly from company blogs and websites over other content distribution methods. Marketing Charts

Facebook Users Engage With Brands Most on Fridays – Facebook users engage with brands more on Fridays than on other days of the week, according to a recent report from Adobe. MarketingProfs

Celebrities Add Nothing To Online Shares: Report – Just in case you’re tempted to spend your entire advertising budget on hiring the biggest star names possible for your campaign – Timberlake, Tatum, Titchmarsh – think again. It’s probably a waste of money. Econsultancy

Marketers at Mid-Sized Companies Struggle to Engage Audiences, Manage Tech – Marketers at mid-sized companies (50-5,000 employee) find it challenging to manage the growing number of technical vendors used by marketing, according to a report by DNN Software, and many agree that marketing has become more challenging despite all the technology solutions available.  Marketing Charts

Report: 70 Percent Of Mobile Ad Revenue Coming From “Interstitials” – China-based mobile ad network appflood.com has released its first report on the state of global mobile advertising (for Android apps). The data are based on activity gleaned from 400 million unique smartphones globally. Marketing Land

84% of Female Pinterest Users Are Still Active In Their Fourth Year: Stats – In terms of user retention, this is an incredible figure. Especially compared to the competition. In February 2014, I looked at Google+ and discovered that although it had 1.15bn users, only 35% of those were active monthly. Similarly 36% of Twitter’s registered users are active on a monthly basis. Econsultancy

From our Online Marketing Community:

On the post 3 Advantages Public Relations Brings to Digital Marketing, Ann07 wrote, “Storytelling, Editorial Based Marketing and Influencer Marketing – Honestly, these are all powerful gains that digital marketing should knock from public relations. “Facts tell, Stories sell” I like this thought and I couldn’t agree more about it. As what said above, content marketing is the ability to tell brand stories that the audience and the media will care about. Therefore, I conclude that this approach is really effective to use.”

Dadie Host also commented, “While much has been written on this topic, your article expresses both the positive and negative aspects of this important topic, without  taking an boring stance on either side of the issue. Lee Odden, I must Thank you for your thorough research and clear writing.”

On What Makes a Business and Marketing Conference Great?, Barbara Mckinney said, “For a lot of people, the content makes the conference. And of course, the content is one of the most important things at a conference. You’re there to learn, so you need to have some good content, otherwise it’s all a bit useless.”

And Toby Crabtree shared, “I totally agree with your points. It is the content and the communication that makes the conference.’

What were the top online and digital marketing news stories for you this week?

Thanks for reading and have a great weekend!

Graphic: Google


Email Newsletter
Gain a competitive advantage by subscribing to the
TopRank® Online Marketing Newsletter.

© Online Marketing Blog, 2014. |
Online Marketing News – Fridays For Engagement, People Don’t Know Ads Are Ads, Tablets Everywhere | http://www.toprankblog.com

What Makes a Business and Marketing Conference Great?

Marketing Conference

According to the Convention Industry Council (pdf), in 2012 there were over 1.8 million business meetings, events and conferences held in the US attended by 225 million participants generating over $280 billion in spending. The volume of participants has grown 10% since 2009.

Clearly, the business conference industry is booming. The number of marketing and communications conferences alone is overwhelming compared to when I started attending and speaking at conferences in 2005.

Attending and speaking at business, marketing and client user conferences is a big part of our marketing and while there are changes with so many new, niche events popping up, I don’t think our conference participation will change. The challenge is, with so many conferences to choose from, which events provide the best return on investment? What makes a great business conference?

Assessing a great conference experience relies a lot on the context for your participation: an attendee looking for knowledge and networking has difference expectations than a sponsor.  The experience for speakers is different than for exhibitors. But there are some things that are universal to great conferences. Here are a few fundamentals:

Authority Intensive

Conference Theme – The overall topic of the event as well as a creative theme can go a long ways towards aligning attendees with a bigger picture promise for the event. You can get informed just about anywhere these days, but can you get inspired? A conference theme contributes to that inspiration.

Communications – Before, during and after the conference, communications are key. Many conferences simply send promotion emails using the same email blast templates they use to market the event. When it comes to attendee communications, a little empathy with the attendee would help. Where to register? What are the networking events? Where to get food? What are the WiFi credentials? How to get to the event?

Organization – Who needs to be where and when? And how? I can’t imagine the juggling of cats that’s involved with keeping sponsors, attendees and speakers happy and all the information up to date. But that’s the expectation of conferences. Being organized about what is going on and when as well as how easy it is to access and act on information makes a huge difference.

A conference app is a great idea, but it needs to be promoted before and during the event to get people to use it. The app actually needs to work too! Paper conference schedules and obvious signage at the venue are also key so the majority of people who wander can easily decide which session to go to next.

Phil Fernandez Marketo

Content – Some events have 100+ speakers and vetting those presentations individually just isn’t practical. But something needs to be done to ensure content continuity between what’s being promoted in conference marketing materials and what’s actually being delivered in the presentation. Content relevance, organization and usefulness need to be stressed as well. Some of this vetting can be accomplished through speaker selection (only invite smart, qualified speakers with great presentation skills) and communications with speakers when setting expectations.

Besides speaker content through presentations, there is also content that the event can provide about the conference itself, the speakers, sponsors and exhibitors.  Also, inviting people to liveblog to a conference creates real-time content that can be very useful for attendees. With the ease of livetweeting presentations, this is less common but no less valuable. Making recordings of presentations available to attendees is also a smart idea. Just be sure to get speaker permission in advance.

Food – Can I get a whoop whoop for box lunches? No? Hotels charge insane prices for decent food and in many cases it’s worth it. I was at a small ClickZ Live event in NYC recently and the food was incredible. Food and snacks complement the conference experience, they don’t make it. Some of the best networking I’ve ever done at conferences was over lunch and so it’s important that there is ample space to actually sit down to do the eat and meet.

Breaks – Provide ample time to move from one session to the next. Maybe a little more so people can get a coffee (yes – coffee all day if possible). If breaks are too long, people will get distracted by networking so it’s important to find a balance.

Mari Smith, Lee Odden, Ekaterina Walter

Socializing – Networking is a big reason why many people want to attend business conferences. They’ll justify going because of reasons like learning and prospecting, but connecting with other professionals is very motivating. Creating opportunities for attendees to network (not just be sold to by a sponsor) adds a lot of value to a conference. This means more than drinks in the exhibit hall, but it doesn’t have to mean renting an entire aircraft carrier either. Although, that’s pretty unique.  After conference parties and events for all can be a trick to get sponsorship for, but well worth it to provide the mass of attendees something fun, interesting and social to do.

Exhibit Hall – Being fortunate enough to fill the exhibit hall with sponsors solves a lot of problems for conferences. Many people look forward to cruising tradeshow booths to connect with companies they want to learn more from or those they already do business with. Some 4 day events have the exhibit hall up for just 2 1/2 days. That’s disappointing if there are a lot of presentations to see at the same time. Find a balance for attendees to have access to the exhibit hall for more than just a slice of the event time and I think both attendees and the exhibitors will be happy.

These are pretty general of course and just a slice of the many, many things you can do at a conference. I am happy to say that some of my favorite events to attend like Content Marketing World, Social Media Marketing World, MarketingProfs B2B Forum, NMX, PRSA International and the many new and niche events (Authority Intensive) that are popping up all over in the U.S. and abroad (Fusion Marketing Experience) engage in best practices for many of these areas of greatness,

Since so many millions of people attend business conferences each year, I’ve asked my @leeodden Twitter network what makes a great conference and here are some of their suggestions. Do you agree? What would you add?

Kami Huyse – @kamichat
Events, when planned correctly, are a powerful alchemy to bring the online and offline world’s together. Events require compelling content/experiences, the right mix of people, and a device, like a hashtag, hangout, etc. to tie it up.

Stacey Burke @staceyeburke
There is still no substitute for face-to-face to capture a certain % of my target demographic.

Kelly Kuhn-Wallace @KKDUB
Great events are much like great social media: thoughtful blend of content sharing, networking/interaction, & humorous asides. Presos or workshops at a tactical level. things I can master & then try out the next day. fun!

Rohan Ayyar @searchrook
The speakers invariably want to reserve their best insights for a live audience!

Derek Edmond @derekedmond
I’m a fan of case studies but also appreciate accessibility to speakers through networking, etc

Carrie Hane Dennison @carriehd
A combination of people (seeing and meeting) and sessions filled with actionable take aways.

Bastian Grimm @basgr
Food ;) And coffee all day! And redbull like w/ @seokomm !

Darren Maloney @Darren_Moloney
It’s got to be @brightonseo it just gets better every year & generously c/o @kelvinnewman it is a totally free conference :)

Pete Renzulli @PeteRenzulli
Action steps I can apply immediately. Breakout sessions that foster exchanging ideas on topic specific business problems

Aleyda Solis @aleyda
What you learn and who you meet. Amount and level of new knowledge you get, if you get inspired by talks, the networking.

Matt Grant @mattgrant
Great people, great networking (aka parties and happy hours), great programming, great facilities. In that order

Amanda Gallucci @agalluch
the details! Enough time between sessions, good food, helpful coordinators, comfortable setting for networking

Mumar Kahn @MUmar_Kahn
The best part is to meet, interact and explore the greatest mind of the industry.

Maria Amelle @Maria_Amelle
I love it when I have the chance to learn something new and I hate it passionately when speakers just talk about their agencies :)

Chelsea Rhane @ChelseaRhane
upbeat networking opportunities, and anything that makes people have fun/smile!

I was going to tap the numerous conference organizers that I know for quotes in this article, but I’d like to invite them to share what they do to make their conference “great” by sharing in the comments. I’d like to know from you as well. What makes a conference great for you?

keynote audience

Speaking of conferences, here are the next 4 events I’ll be speaking at over the Summer. I hope to see you there!

May 31, 2014
WVU’s IMC INTEGRATE – Morgantown, West Virginia
“Digital Convergence: The Integrated Marketing and Public Relations Imperative”

June 10, 2014
Fusion Marketing Experience – Antwerp, Belgium
Keynote: “Attract, Engage, Convert – How to Be the Best Answer Wherever Customers Are Looking”

June 13, 2014
ICEEFest – Bucharest, Romania
Keynote: “How to Win Friends and Influence the Influencers

June 27, 2014
MnSearch Summit – Minneapolis, Minnesota
Keynote:  “The New Role of Search in the Digital Marketing Mix”


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Gain a competitive advantage by subscribing to the
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© Online Marketing Blog, 2014. |
What Makes a Business and Marketing Conference Great? | http://www.toprankblog.com