营销策划

    今日:211| 主题:37552
收藏本版 (15)
网络、PC端、移动端的营销、策划实战和资讯。

[其他] Eight ways brands can take content marketing to the next level

[复制链接]
溫柔﹌散了場 发表于 2016-10-12 16:52:36
243 14

立即注册CoLaBug.com会员,免费获得投稿人的专业资料,享用更多功能,玩转个人品牌!

您需要 登录 才可以下载或查看,没有帐号?立即注册

x
Content marketing as a buzzword seems to have peaked. It's not that content is less popular, but rather that we all now know content is here to stay.
  In a way, we've moved from 'doing content marketing' to 'marketing in a content-driven world'.
  So now that every company produces content of some sort for their marketing, it's time to move the discussion along.
  Previously, people talked about why brands should use content, but now we should look closer at how they can use it more effectively.
   That is, what can brands do to move their content to the next level?
  To find out, Econsultancy recently held roundtable discussions at our fifth annual Digital Cream Sydney.  There, client-side marketer from across the industry discussed trends, best practices, and the issues they are currently facing.
  Here are the highlights from the discussion at the Content & Social Media Marketing table.
  1. Push senior management to invest more in content

  As with most initiatives, senior-level buy-in is necessary in order to make changes that matter and last, according to participants.
   Fortunately, attendees agreed, management now understand the benefits of content marketing.
   Return on investment (ROI) is still hard to prove, said a few delegates, but one participant said that they were able to attribute 14% of conversions to content.  
  Everyone should aim to deliver similarly precise figures to management, the tables agreed.
  2. Bring content teams in-house

  Participants said that the trend in content marketing is to bring content resources in-house. There are two reasons for this.
   First off, the cost of using an agency to produce content continuously is difficult to justify on an ongoing basis.
  Many use agencies for one-off, high-value content, but everyone agreed that in-house makes much more sense for day-to-day brand messaging.
  Also, many attendees felt that the quality of content degrades when it is outsourced.
  Agencies are under both time and cost pressures, and so may reduce quality or reuse existing content in order to hit regular deadlines.
   
Eight ways brands can take content marketing to the next level-1 (management,highlights,currently,marketing,industry)

  3. Distribute templates to leverage in-house expertise

   Simply hiring content producers and giving thema content calendar was a recipe for disaster, according to delegates.   
  There is simply too much work to do when one team is responsible for research, writing, and delivery.
  Instead, they argued, brands should leverage the whole organisation to produce content.
  This does not mean handing assignments off to departments outside of marketing as these are rarely completed.
  Rather, marketers should create 'fill-in-the-blanks' templates for internal thought leaders and use content creators to turn the template into content.
  This way, those who are the best-informed are producing the meat of the content and the skilled writers are turning insights into polished marketing materials.
  4. Use new technology to enhance content

  Marketers no longer just rely on their own skills to create content, either.
   Participants noted that many teams are using new technologies and services to help produce new content.
   One delegate said that 90 Seconds has helped them a great deal with video content.
  90 Seconds is a cloud-based service which helps marketers collaborate with freelance video producers worldwide. The 'Uber' for video production, so to speak.
  Other participants said that they are using AdWords to help produce content in an interesting way.
   Instead of just using it to get clicks to content, marketers are using AdWords campaigns specifically to test the attraction of certain keywords. Those words that receive a high click-through rate are then used in content headlines.
  Attendees also said that keyword ranking tools, such as BrightEdge, and buzz analysis services, such as Buzz Sumo and SocialBakers, were also helpful when trying to generate content ideas.

Eight ways brands can take content marketing to the next level-2 (management,highlights,currently,marketing,industry)

  5. Use new technology to improve your distribution

  Content marketers should also start thinking beyond just producting content, according to attendees.
  Content creators should also investigate new technologies which improve distribution.
  Many participants said that they use content delivery networks, such as Outbrain or Taboola, because they offer great targeting capabilities.
  There was some concern, however, about being associated with 'clickbait' via these services.
  Others are using the same tools used by advertisers to promote content. AdRoll was mentioned for its capability to deliver localised content and Facebook's Atlas was praised for its 'people-based marketing'.
  Both allow marketers to hit a wide audience while preventing individuals from being oversaturated with the brand's messaging.
  Analytics was also mentioned as an important technology by some attendees.
   One said that upgrading to Google Analytics Premium was a 'game changer' whereas another said that Google's new Data Studio has helped them understand better which channels were working well for them.
  6. Deploy adaptive design and AMP

  According to one participant, many companies have recently decided to distribute content on mobile using responsive design.
  Doing so, however, hurts the reading experience as responsive attempts to cram all of the desktop experience onto the mobile screen.
   Instead, content creators should encourage their web team to use adaptive design.
   Adaptive design uses different templates for different devices so the same content appears native on each platform.
   Marketers should, one delegate pointed out, ensure that web pages adhere to Google's Accelerated Mobile Pages (AMP) standard as those that do not seem to be penalised by Google's search engine now.
12下一页
友荐云推荐




上一篇:【T00ls法律讲堂】给白帽子的一些建议&看看传播“私密小视频”的后果 ...
下一篇:百度知道问答360搜狗问答知乎问答品牌口碑整合营销网络推广营销 ...
酷辣虫提示酷辣虫禁止发表任何与中华人民共和国法律有抵触的内容!所有内容由用户发布,并不代表酷辣虫的观点,酷辣虫无法对用户发布内容真实性提供任何的保证,请自行验证并承担风险与后果。如您有版权、违规等问题,请通过"联系我们"或"违规举报"告知我们处理。

hongmi 发表于 2016-10-12 18:20:44
LZ是天才,坚定完毕
回复 支持 反对

使用道具 举报

dwtlh 发表于 2016-10-12 18:34:29
这样的好贴不顶不行
回复 支持 反对

使用道具 举报

amoxilin 发表于 2016-10-12 18:42:03
我也顶起出售广告位
回复 支持 反对

使用道具 举报

胡江 发表于 2016-10-12 18:51:20
看在溫柔﹌散了場的面子上,认真回帖!
回复 支持 反对

使用道具 举报

cqwqg 发表于 2016-10-12 18:59:27
纯粹路过,没任何兴趣,仅仅是看在老用户份上回复一下
回复 支持 反对

使用道具 举报

刘超 发表于 2016-10-13 01:28:54
very good!
回复 支持 反对

使用道具 举报

樊小楠 发表于 2016-10-13 02:06:04
只想优雅转身,不料华丽撞墙。
回复 支持 反对

使用道具 举报

蒋道兵 发表于 2016-10-16 10:18:06
如果跟蒋道兵讲不清楚,那么就把他搞胡涂吧!  
回复 支持 反对

使用道具 举报

又菱 发表于 2016-10-30 05:36:33
溫柔﹌散了場也是蛮拼的
回复 支持 反对

使用道具 举报

*滑动验证:
您需要登录后才可以回帖 登录 | 立即注册

本版积分规则

我要投稿

推荐阅读

扫码访问 @iTTTTT瑞翔 的微博
回页顶回复上一篇下一篇回列表手机版
手机版/CoLaBug.com ( 粤ICP备05003221号 | 文网文[2010]257号 )|网站地图 酷辣虫

© 2001-2016 Comsenz Inc. Design: Dean. DiscuzFans.

返回顶部 返回列表