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What is the difference between branded content and content marketing?

By Jessie L. Morgan → Thursday, January 11, 2018
Branded content and content marketing are both common marketing jargons that you may come across in articles, blogspots or social media. Many people mistake branded content with content marketing but they are different from each other.

Understanding these buzzwords will help you to have a clearer look at content marketing. So, let’s dive deeper to find out what are they and what they do in the marketing realm.

branded content marketing

Branded content

It’s quite hard to have a comprehensive definition for branded content, but first and foremost, it is not native advertising. Branded content is content which is created by an advertiser to connect with audience. On the other hand, native advertising is a way to distribute such a content which make the two things differ from each other in the aspect of form and function.

Unlike traditional advertising of which the objective is to convey benefits and selling points of products or services to audience, branded content’s main function is not to convey product features nor brand benefits. According to Manager Partner and Board Director of the venture capital firm Dreamit - Avi Savar, branded content is “people stories.” Indeed, it’s all about people: what they feel, how they live, which problems they are facing, and so on.

Still, the point that helps branded content beat traditional one is that it build a connection between brand and their customer as it is created to reach out to a specific group of audience and driven by storytelling and creativity. Branded content, therefore, i more attractive than traditional one.

content marketing

Content marketing

Content marketing is a strategy to build, develop and nourish the relationship between brands and their customers. The first step of this strategy is to create branded content. Content marketing includes the practice of selecting what information to communicate and what type of content to create. Towards this point, it is similar to branded content; however, the second part of a content marketing strategy is what makes it different: content distribution.

Content is only valuable when it’s distributed to the right audience. As a result, the distribution practice is perhaps even more important than content itself. Many content marketers know about the rule of 20/80: Use 20% of your resources on creating content and the 80% remaining on distributing. As every topics and types of content has its respective channel, so you need to find out what they are and put your content on the right place.

There is one principle in content distribution that you need to keep in mind: focus on the user experience! Your audience has the right to choose the content they want to see. According to research, disruptive content such as pop-ups, pre-roll videos and banners are increasingly disliked by users. As a result, when it comes to these formats, use other channels like native advertising. If you provide content which is relevant to user experience, your audience will feel comfortable with it, and they will remember as well as love your brand.

Conclusion

Branded content and content marketing are significantly different things. While branded content is about nurturing the relationship with customers, content marketing is about creating and distributing content. Perhaps you have heard somebody saying that “Content is King”, however, content only work effectively if it has a smart distribution strategy behind.

10 things you should consider in a content marketing agency

By Jessie L. Morgan → Saturday, December 9, 2017
If you are about to run a content marketing campaign but you can not have enough resource, you will have to find outsources to help you. Finding a great agency is not an easy task as you need to deeply understand about their work, culture and consider whether they are the best fit for you or not.

There are a lot of things to pay attention to. And that’s what I’ll share with you in this article.
Let’s discover 10 things to look for in an content marketing agency

1. Look at their working process

Working process is an important thing that can prove if the agency is working effectively or not. You can have an overview of their process when they tell you about the people whom you’ll work with in the future, plus timing and the reason why.

A great agency will let you know exactly who will be handling account’s business, creative, production, and promotion activities from the start. And thanks to that, you will know clearly what to do and work with them easier. Remember that a good agency plays good host from the beginning to the end.

Choosing a content marketing agency

2. Look at their results

A right agency will look back on their projects and see that if they do well or not. If not, they will have to find out what they do wrong and why, then try to find the solution. This is also a workplace mindset everyone should have.

Through case studies, you can see the invested time and personal reflection. Don’t trust anyone who doesn’t reflect what they do. And if your content does not have case studies, maybe it’s not the right one.

3. Consider the range of their projects

You can see whether your content agency is a versatile or not by looking at their range of projects. If they have done many different projects, it means that you will have opportunities to try the new things and challenge yourself. Hire the agency that is ready for anything - because they don’t hesitate to try a lots before .

4. Look at their existing clients

In addition to looking at their work, you will have to look at their clients to. Never trust anyone if they don’t have long-term relationships, and so does your agency. If their company is founded for a long time but they don’t have a client who work with them in more than one projects, you will have to be careful.

You can look for a content marketing agency with a track record of successful partner relationships.

content marketing agency - client

5. Consider their being trustworthy

Look at client testimonials and recommendations to know. If you find out that there are many clients are complaining about them, they are not the good one. So try to research their clients’ experience in the past to see if they are trustworthy or not.

6. Pay at attention to their communication

Good agencies will always help you be on the same page. They will check in with you rather than just assuming or guessing. In order not to waste your budget and destroy your timeline, they will confirm deadlines and provide visual references, with the hopes that the conversation at the end of the projects will be over margaritas, not problems.

7. Transparency at all level

A good agency will tell you exactly what you will achieve. When you set your goals and establish metrics to be used, your agency will be eager to figure these out as soon as you have laid out a basic plan. If the agency is a good one, they will be able to strategize to gauge or predict a general outcome. While a wrong agency is vague about the results, the right one can make specific predictions based on their knowledge and experience.

8. Focus on their solid boundaries

Your aim is to find an agency to work with you - a partner, so they will know when to say no. If your objectives are too high or unreasonable, they will tell you what will not work and why. The right agency will explain to you why an idea won’t work, then show a better alternative. The right agency believes in the project so much that they can recognize (or, better yet, anticipate) when things aren’t working.

content marketing agency - say no

9. Receptive to constructive criticism

A good agency must be anyone that is open to feedback. This is an extremely important point that you need to find out from the start. There is no idea that is perfect at the first time, you will have to give feedback and let the in charged staff to justify it. Until this is done, there will be many time you together give feedback and change. Maybe they don’t need to take it, but they should darn well want to hear it at the very least.

10. Good vibes

Big and complicated campaigns that cost a lot of money often mean a lot of back and forth and possibly a few bumps in the road. When this happens, you may need someone that you can talk to. There are many people get stuck with this. So, you need to have people bubbling with personality, who are friendly and quick on their feet, who can successfully tell a joke when needed. Not only can they make your process become easier, more enjoyable, and near-bulletproof, but they also always make the coolest things in the end.

11 content marketing stats every marketer needs to know

By Jessie L. Morgan → Saturday, November 18, 2017
The digital marketing industry is changing everyday and as an integrated part of it, content marketing is changing too. Once your content has been published, you will have to follow, measure and optimize it if needed.

It’s obvious that you will encounter difficulties in measuring and adjusting content marketing strategy. Therefore, to make it easier for you, here are 20 content marketing stats which can help to guide your content marketing endeavors.

content marketing stats

1. 42% of B2B marketers say they’re effective at content marketing. (Source: CMI)

There is no doubt that content marketing has brought about many benefits for business. However, it requires time and investment to be successful. And 42% of B2B marketers say that they are effective at content marketing.

Towards B2B marketers, content marketing can take time to show real results. However, it’s a strong and long-term process to improving your brand’s visibility online. Also, it helps to build a long-term relationship between brands and their customers.

2. 60% of marketers create at least one piece of content each day. (Source: eMarketer)

If you want to become a consummate content marketer, you should remember that consistency is the key factor to build a successful business. Therefore, you can post many types of content everyday including blog post, a long-form article a video, an infographic, or a podcast.

3. 57% of marketers reported custom content was their top marketing priority for 2014. (Source: Altimeter)

Custom content grew and marketers could not stop embracing it. Their results were off the charts and there is 78% of consumers will trust your brand if you provide more customized content.

By researching audience comments or running simple surveys, your audience will help you see what custom content subjects and types they are paying attention to. So take this top and internalize it, it’ll help to boost your content efforts substantially.

content marketing

4. Content marketing costs 62% less than traditional marketing and generates about 3 times as many leads. (Source: DemandMetric)

Executing content marketing efforts will help you to reduce cost while generating up to 3 times the leads you get by native or traditional advertising.

Don’t ever put all your eggs into one basket. Remember to diversify your efforts for the best results. Consider when you will pay attention to content marketing and when you will invest in traditional advertising.

5. 93% of B2B marketers use content marketing. (Source: CMI)

It’s easier to communicate will audience by providing the information they want and need. This is an effective natural way to access your prospective customers and make you trust you, remember you and come back to you when they need similar products or services.

Additionally, content marketing is cheap, it doesn’t cost as much money as traditional advertising while bring about more benefits. This is the main reason why content marketing has been used widely by B2B business.

6. 78% of CMOs believe custom content is the future of marketing. (Source: DemandMetric)

In the age of digital, the web is constantly evolving, and audience is changing along with it. As social media is developing and reaching unbearable levels, business and CMOs need to evolve too if they want to rise above the pack.

Spending time on learning about customer will help you to understand their problems, pain point and figure out what to provide them with. And you should challenge yourself by creating custom content, which is the type of content that is tailored to a specific group of people.

content marketing, future of digital marketing


7. 39% of marketing budget is spent on content marketing by the most effective B2B marketers. (Source: TopRankBlog)

According to the Truckers Report, there was forum for professional truck drivers which increased their landing page conversions by 79.3%, over 4.5 million page views and leading to over 1,000,000 visits per month by effectively using content marketing.

If you want to be successful in content marketing, you will need to invest a certain percentage of your marketing budget into content creation, content promotion, and content measurement.

8. 48% of smaller organizations have a documented content strategy, compared to only 41% of larger organizations.(Source: CMI)

It took the team at ConversionXL up to 6 rounds of tests before they determined a landing page variation which led to The Truckers Report’s 79.3% conversions. And that is the power of a documented strategy.
Good marketers will not reinvent the wheel every day. Instead, they replicate what already brought about good results for them. They know what will work effectively as they documented their strategy and measured each detail when it was executed.

9. 58% of marketers said “original written content” is the most important type of content, outdoing visuals and videos. (Source: Social Media Examiner)

Visual content is undeniably an important and effective format of content (particularly videos and infographics). However, a survey report conducted by Social Media Examiner show that there are more than 50% of marketers prefer “original written content” (for instance blog posts, articles and ebooks) over visual one.

In fact, visual content requires more cash investment compared to written content. So start wil your blog post or other types of content and scale or evolve from there if your audience need or want that.

great content marketing strategy

10. B2B marketers use an average of 13 content marketing tactics. (Source: TopRankBlog)

Smart marketers always know to take advantage of marketing tactics to maximize the effectiveness of their efforts. To be successful, you will need to incorporate more than one tactic, from finding marketing opportunities within social media channels to using visual content.
Don’t forget to diversify your content while maintain what you are focusing on. Creating many types of content to attract people and distribute them though relevant channels to reach out to the right prospective customers.

11. 70% of B2B marketers rate in-person events as effective. (Source: TopRankBlog)

Hosting conferences will give you great opportunities to talk to passionate audience who is interested in your information. As a result, this performs as an effective way to grow your blog and sell high-ticket services.

However, in-person events will likely bring about better results for B2B marketers than for B2C marketers. So an useful advice for you is that you should learn to get speaking gigs, and use that platform to develop your business.

Content Marketing: How to Push your post Go Viral in just 7 steps?

By Jessie L. Morgan → Saturday, November 11, 2017
Do you want to make your content go viral? (viral content marketing)

Do you want your site to have got millions of traffic without any high costs?

If the answer is yes, you obviously need to know about ways to craft contagious content.
content marketing, viral content marketing
That’s what I’ll share in this article. These 7 steps to push a content go viral will help you to push the little “traffic button” on the internet without fail.