Attention + intensity: Tips for navigating the new age of media strategy

Contributor Mark Williams says marketers must evolve the metrics they monitor to keep up with the changing media-consumption environment.

The post Attention + intensity: Tips for navigating the new age of media strategy appeared first on Marketing Land.

As marketers and brands have seen, the prevalence of digital video has transformed how consumers access media and content.

Essentially, video is not the future, it’s the “now”.

According to Cisco, global IP video traffic will represent 82 percent of all consumer internet traffic by 2021, up from 73 percent in 2016. Consumers no longer want to read about a brand  — they want to visualize it.

In 2018 and beyond, we’ll see a big shift from before, when advertisers were looking to buy reach and frequency with traditional media, to now, where advertisers will want to capitalize on intensity through the maximum amount of reach and frequency. In a post-pivot-to-video world, it’s time to change your video and media strategy, especially how you measure it.

To tackle all of the changes and innovations in media and digital marketing within the past few years, and especially to gear you up for the further integration of video, here are three tips for navigating the new age of media strategy.

1. Measure your audience with intensity

Rethink your approach to measurement. It’s not just about clicks and views. Viewability and reach are no longer the main indicators of success because they don’t measure how an audience is connecting with the content.

Instead, track deeper actions. Update your key performance indicators (KPIs) with different engagement metrics, such as watch time, engagements, earned metrics and follower acquisition, to track whether or not your intended audience actually viewed your message and reacted to it.

Watch time is one of the most valuable metrics to track in order to gauge whether or not audiences are actually watching your content. It’s also the most important factor for platform algorithms. If you track minutes watched, retention rate and the average percentage of those who watched through, you’ll have a better idea of how you are captivating the audience’s attention, and at what level of intensity.

Tracking engagements (e.g., likes, shares and comments) is also a key indicator of your strategy’s performance. Engagements and engagement rates indicate that fans are making a decision beyond simply watching your content. If they’re sharing, starting up a conversation, or compelled by a call to action from the content, you can measure the intensity with which your audience is consuming the material.

Also, be sure to watch your follower/subscriber acquisition. Growing a fan base is essential to the marketing efforts of advertisers, and it is important to identify what content brings in new followers so that you can focus your content strategy to consider these insights.

2. Rethink content strategy: Transform ads + make content relevant

Given the prevalence of ad blockers, it’s clear that interruptive advertising doesn’t work anymore. Instead, we’re seeing high performance through integrated brand messages. To do this, make your content relevant to your consumer.

Embed your campaign initiatives into publisher sites through partnerships to make for a smoother and natural integration of your advertising.

Consider integrating with influencers. Research conducted by Fullscreen (my employer) and MediaScience found that the percentage of viewers who would recommend a brand after watching a branded video from an influencer was 13 percent higher than the percentage for a TV ad.

Test different content strategies to see what resonates best with your audience, and for a more specific segmented analysis, A/B test different interest sets and demographics to inform your marketing plan.

3. Tailor by platform

To keep your marketing strategy specific and efficient, optimize content and advertising to reflect the platform. Utilize metadata by making campaigns that align with proper titling and tagging across all of your platforms. Keep your branding design consistent to ensure that your content is distinguishable. Ensure that your creative is designed for the specific tech specs of the platform where it will live.

Gone are the days of the one-size-fits-all approach. Facebook creative must be treated differently from Snapchat and so on. Perhaps most importantly, the creative must feel endemic to the platform — which explains why repurposed television commercials have some of the lowest engagement metrics.

Identify and maintain a consistent publishing schedule that is tailored to times when platforms reach the highest number of eyes, not only to maximize viewership and engagement but also to help consumers know when to expect your content.

Further, aim to promote circular traffic: Utilize the platforms through their available interactive elements so that you can cross-promote across all channels.

When tailoring your content for specific platforms, you also want to pay attention to how the platform is accessed.

Take a look at the platform functions, according to recent data from each platform and Statista, YouTube is accessed 50 percent of the time on mobile, whereas Facebook is at 95.1 percent and Instagram is at 100 percent.

This means that when creating content for YouTube, you should pay equal attention to mobile and desktop access, whereas Facebook and Instagram should lean more heavily toward mobile usage.

In closing

You’ll want to keep these three tips at the forefront of your digital marketing and content strategy so that you quickly adapt your brand to the changing video and media environments of today.

Remember, the overarching difference in paid media targeting online versus traditional targeting is the more refined, specific targeting of individuals, which ultimately leads to higher attention and intensity, as well as greater returns.

With all of these advancements, online media has many new metrics which you absolutely must utilize to expand your reach and retention far beyond that of traditional paid media.

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Beyond keywords: What really matters in SEO content

Going beyond keywords to write high-quality content that attracts new customers and is SEO-friendly is the way to go, says contributor Jessica Foster. Here she shares eight ways to create content that satisfies people and engines.

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Just when we thought the saying “Content is king” was gone for good, there it goes showing its sneaky little face again in the search engine optimization (SEO) world.

Bearing in mind also that “Content is queen,” it appears that content is, in fact, pretty danged important — so important that a new sub-industry has squeezed its way into the search engine world: SEO content writing.

Otherwise referred to as “SEO copywriting,” SEO content writing has a bad reputation for being chock-full of keywords and little else. Though this may be more of a stereotype than reality, there is something to be said for going beyond keywords to write high-quality content that attracts new customers AND is SEO-friendly.

What’s the deal with ‘high-quality’ content?

The focus is typically on “high-quality” content — a term that becomes more subjective by the minute. It leads to questions like

  • What really makes SEO content “high-quality?”
  • Is it measurable?
  • More importantly, can it be recreated again and again?

The standard formula of:

 

 

 

[Read the full article on Search Engine Land.]

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Content nurturing for ABM: Moving from theory to practice

It’s easy to talk about using content to move prospects through the purchase funnel. Contributor Sonjoy Ganguly explains how to turn talk into action.

The post Content nurturing for ABM: Moving from theory to practice appeared first on Marketing Land.

Here is a scene that’s all too familiar: Your Sales and Marketing organization has bought into an  Account-Based Marketing (ABM) approach — adopted the mindset, organized, suited up on the tools set. You’ve embraced the principles of content nurturing in order to attract, engage and convert the decision-makers inside your key accounts. But you are asking yourself, “What does that really look like tactically?”

I get it.

Moving from theory to practice and actually developing and deploying your arsenal can be a heady, if not daunting, proposition. Here is some basic guidance on how to put one of the best moves of your marketing career into full gear.

The decision, mindset and suiting up was the first part of the move, of course. What comes next is learning how to consult the data analytics to determine the exact right types and composition of content assets, stage by stage, based on the target deciders in your buying groups.

Let’s take a look at the practical phases of a true nurturing plan.

[Read the full article on MarTech Today.]

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How to Take Your Content Marketing Growth to The Next Level with Content Clusters

Google’s algorithm is constantly evolving to better understand search intent, and content creators must adapt to survive — by throwing out their keyword lists and grouping content into topic-based clusters. A content cluster structure helps Google to u…

Google’s algorithm is constantly evolving to better understand search intent, and content creators must adapt to survive — by throwing out their keyword lists and grouping content into topic-based clusters. A content cluster structure helps Google to understand the relationship between different pages and determine which topics you’re an authority on. Ultimately, this will boost rankings, increase organic traffic and help relevant users to find you via search. So, what does this mean? Traditional keyword research is dead. Google doesn’t want us to do keyword research Previously, keyword research was the backbone of every SEO strategy. Each page was mapped...

The post How to Take Your Content Marketing Growth to The Next Level with Content Clusters appeared first on The Daily Egg.

Gartner offers first Magic Quadrant for Content Marketing tools

The category’s vendors report brisk growth rates, but the research firm warns that the category term is destined for oblivion.

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If you’re familiar with the term “content marketing,” don’t get too attached.

According to the first Magic Quadrant report on Content Marketing Platforms (subscription required) from research firm Gartner, the term will be dead within three years — because all content will be marketed as a way of attracting attention-limited audiences.

For the moment, though, a variety of vendors employ that term to describe their software solutions for planning, distributing, optimizing and analyzing content that is created for specific marketing purposes, like educating customers about a given technology or promoting a notable case history.

The Leaders in this report are NewsCred, Kapost, Contently and Percolate, which are tops in both Completeness of Vision and Ability to Execute. Skyword, ScribbleLive, Spredfast and Sprinklr are pegged as Niche Players, which are on the short end of both those metrics.

[Read the full article on MarTech Today.]

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Outbrain launches Sphere, a platform for content recommendations between premium publishers

Sphere offers an algorithm for recommendations based on users’ browsing, plus a per-click payment model that only rewards Outbrain for engagement.

Content recommendation services like Outbrain and Taboola post linked thumbnail images leading to what is supposed to be related material, but the quality and relevance often leave something to be desired.

In a move intended to offer high-quality and more relevant content to readers, Outbrain is announcing this week the launch of Sphere.

It’s a closed content recommendation platform, available on an invitation-only basis to selected premium publishers. Content suggestions lead only to the websites of other publishers in Sphere.

[Read the full article on MarTech Today.]

A tactical guide to creating emotional connections with your customers

Anxiety. Relief. Pain. Desire. Frustration. We’ve been talking a lot about emotion lately. And for data-driven marketers, it’s easy to…Read blog postabout:A tactical guide to creating emotional connections with your customers
The post A tactical guid…

Anxiety. Relief. Pain. Desire. Frustration. We’ve been talking a lot about emotion lately. And for data-driven marketers, it’s easy to...Read blog postabout:A tactical guide to creating emotional connections with your customers

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9 marketing trends you should track in 2018

“Growth marketing” has become mainstream. Experimentation is revolutionizing organizational culture and breaking down internal silos. Testing is bridging sales, marketing,…Read blog postabout:9 marketing trends you should track in 2018
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“Growth marketing” has become mainstream. Experimentation is revolutionizing organizational culture and breaking down internal silos. Testing is bridging sales, marketing,...Read blog postabout:9 marketing trends you should track in 2018

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