Are you struggling for fresh ideas in the hopes of upping your content marketing game? You’re not alone. One of the best ways to consistently produce content that’s fresh and also on-trend is to look at leaders in the space and quickly adapt.
Research shows that marketers dedicate 88% of their content marketing strategy to blogs. And 77% of internet users read blogs regularly. So it’s no joke that blogging is a big deal in a content strategy. But how do you do it? Let’s take a look at these blogging heroes.
It’s no surprise that the man behind Kissmetrics has gone on to become one of the biggest marketing influencers of our time. He frequently incorporates statistics, graphs, charts, and personal experiences in many of his posts, and also makes it a point to reply to reader’s comments.
Ask any marketer where they get their inspiration from, Hubspot is surely one source. With in-depth blog posts, Hubspot caters to issues that matter close to home. Hubspot employs a great content strategy to move people ‘strategically’ down the funnel, with topics ranging from very broad keywords to topics that are very niche and very suitable for conversion.
Ever wondered why marketers believe that their social media marketing efforts have “somewhat” or “very effectively” paid off? Because 54% of consumers agree to browse through social media to research products (GlobalWebIndex, 2018).
Generally speaking, Starbucks’ Instagram page is a happy place to be. But with their #ExtraShotofPride campaign, Starbucks really turned the spotlight on being a brand ‘for the people’ with its feature of staff and baristas sharing their journeys as LGBTQ+ individuals. Inspirational!
If there’s one brand that gets social messaging right, it’s Dove. Just look at their #ShowUs campaign which was about breaking beauty stereotypes and celebrating the under represented. With #ShowUs, Dove gave Instagram users the option to share their own photos tagging #ShowUs, for a chance to appear in the campaign.
1. 54% consumers demand to see more videos from brands before they engage. (Hubspot 2018)
2. 87% of marketing professionals use video as a marketing tool. (Wyzowl, 2019)
3. 8 of 10 consumers make a purchase after watching a brand’s video. (Wyzowl, 2018)
In the wake of #MeToo, Gillette challenged the notion of whether or not brands could be too political through their short film to take down toxic masculinity. Guess what? It earned over 31 million YouTube views! Takeaway – if you’re caught between taking a political stand and not, take it, but do your research right and align it with your brand’s voice.
Any GOT fans here? Then you surely wouldn’t have missed Hootsuite’s ‘Game of Social Thrones’. The video makes use of GOT, a popular theme, to bring fans closer to the brand. And guess what? It worked – this strategy gained the brand over 1 million views!
Recruiting world class leaders is a challenge, but somehow TEDx manages to nail it every single time. Their videos cross tens of millions of views, excluding their TEDx, TED Fellows, TED-ed, and other channels.
VISUAL CONTENT/ GRAPHICS
1. 65% of tweets WITH images stand a better chance of being retweeted. (Stone Temple Consulting)
2. And blog posts WITH images results in 94% more views. (Jeff Bullas)
3. In other words, visual content gets viewed 94% times more than content without visuals. (PR Daily)
Heavily visual in their marketing, LinkedIn uses a combination of featured images for their blogs, quotes, customer testimonials, illustrations, videos, and infographics to promote and distribute their content. And now they’ve amassed almost 65K followers on Twitter.
Humor is Zomato’s way of marketing. From pop culture, to simply out of the box, take the ‘Shape of Samosa’ campaign for example, which is a spoof of the Oscar-nominated film, ‘Shape of Water’. The reason behind their 1.3 million twitter following and hundreds of thousands of app downloads?
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In 2019, it is estimated that more than 2.77 Billion social media users will be active on the Internet. However, only 36% of respondents to a B2B content marketing study say they are very committed to building a strong social media presence.
There might be instances where you feel your company has missed out on key elements of the social media bandwagon, but fret not. Here are 6 tips to help you skyrocket likes and reputation of your business, in the digital sphere.
1. Start with defining your personality
a. How will your brand engage with clients online? Does your content style necessitate a serious and formal approach or would a slightly casual tone make you stand out?
b. Linguistic style: Does your industry demand frequent usage of acronyms and jargons, or would you engage better with a simplistic style?
c. End goal of being on social media: Are you online to educate? To rake in likes or to entertain and influence?
2. Be more human
In the case of Social Media, conversing like a human, can prove more effective in getting digital traction. Although the general notion might still be to go with a formal corporate approach, responding to comments or enquiries with first names of clients, or blending in elements of humor and wit does help steer your social media growth.
ProTip: Build engaging stories, flaunt recent case studies, or even a good CSR post.
3. Understand what shakes your reader
Many readers are predictable. They tend to favor a certain piece of content, over and over again. While some are inspired by motivational quotes, others might prefer how-to posts. Observe and listen to the voices of your reader, then filter high-grade content accordingly.
4. Stay close to current trends
By gauging moods and trends, it is possible to steer your digital trajectory, upwards. For ex. if you were to write about “tips to keep your data secure” at the peak of the Ransomware malware attack, instead of during peak festivities, chances are you’ll get a lot of reader attention.
5. Tease to please
Any accomplished writer or journalist will swear by the importance of an awesome headline. While the body of your post might have content that can potentially turn around fortunes, it can easily be missed, owing to your boring headline. Keep them short, mysterious and unique, while maintaining a certain degree of suspense and interest for later.
6. Get employee buy-in
76% of respondents in a survey said, they trust content shared by other individuals, as compared to those shared by company pages. Additionally, messages shared by employees reached 561% further as compared to messages shared through official handles. It is imperative to create an employee culture that takes pride in the accomplishments of the company, and where in turn, the employees can engage in the most reliable and effective marketing method known to man i.e. word of mouth.
In the end, while it might seem that great social media footprint depends on great content, it is of equal prominence to take into consideration the timing, research and marketing – to ensure maximum impact.