POST SUMMARY: Time is the new consumer currency yet a lot of brands are being taken for a ride by those who suggest that content marketing is going to lead to conversion. Consumers may utilize your content but unless you ensure all your brand touch points provide a great experience you’re wasting money.
Facebook global head of brand design Paul Adams presented one of the most important talks last year. In the session, “What People Share and Why,” Adams suggested that people are not necessarily predisposed to sharing and said “brands need to understand why people talk. By doing so, it is much easier to create vibrant communities and conversations. The first reason people talk is to make life easier. For brands, that means creating content that makes something easier for their fans.” But is this true for all brands ?
The annual content marketing survey from the Custom Content Council, in partnership with ContentWise, reveals new highs for branded content in both spending and value. The “Spending Study: A Look at How Corporate America Invests in Branded Content for 2013” compares 14 years of studies, showing a strong growth and affinity for content marketing across the board. The 2013 survey found an overall increase in marketing budgets of 13.7% from last year to over $5,000,000, with branded content spending claiming 37% of that total, or $1,860,788 per company. Although the percentage of overall market share dropped slightly from 39% in 2012, 80% of marketers in 2013 anticipate a moderate or aggressive shift in spending toward content marketing as the industry continues to thrive.
McCann Worldgroup EVP Vipin Mayar has contributed to a new book for digital marketers and advertisers, Digital Impact: The Two Secrets to Online Marketing Success and frankly it is the best book on digital marketing I have ever read. Take all the other books written by social media experts and throw them away because this one is a keeper. Here are the authors take on Magnetic Content. To consistently create and deliver Magnetic Content that captures consumers’ attention and engagement, you need a framework, or a set of criteria, to direct your efforts. In your initial steps toward developing the framework, look at other content and subjectively classified them into five broad rankings: Breakthrough, Excellent, Good job, Me too, and Failure.
I have always thought that brands are media and that content is king but a marketing person made a good point to me this week “what if we spend a lot of money on content that is read by visitors to our website and they instead purchase our competitors content?” This is a great question and I would ask my readers for their comments please.
Eyetracking research shows that users’ eyes are attracted by numbers in web content. Why? Because numbers usually represent facts. Users hunt for facts online, so factually rich content will attract readers and keep their attention. So then why is there so much “sales talk” within content that frustrates time constrained consumers ? Because too many brands have not yet learned to to make the switch from “selling” to “talking & listening”.
The more I read John Morgan’s book “Brand Against the Machine” the more great nuggets I come across like “No one woke up this morning and said, “I hope someone tries to sell me something today!” It is far more effective to give something of value away before you ask for the sale. Most businesses try to sell right out of the gate. Before you ask someone for money, you have to provide them with value first. Inform. Then sell. ”
People don’t read the Internet they skim it. Think about that for a second. Today who has time to really read all the information that’s out there online, especially when sites are wordy. Most likely you skim pages unless you’re looking for specific information or conducting research. In other words you need to communicate quickly the value you bring to visitors of your website or else risk loosing the message in your content