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.
Here’s another secret that most “social media experts” don’t want you to know; even if you have the best content on the web and consumers share it with one another there is still a strong probability that those same consumers are going to purchase your competitors products”. That’s right ! I may turn to you for information and share it within my social media circle, but that information is not going to make me a customer unless you give me a really good reason your product is better than everyone else’s.
Kevin Ryan brought up a great point, “the concept of quality over quantity seems to get lost all too frequently. People rarely say what’s actually on their minds and answering questions no one asked you because it looks like search fodder isn’t a path to engagement glory.” While good content is essential to keep visitors on your site one still has to ask the hard question “how are consumers supposed to read all this content?”
Content, we all say that content is king, but do consumers really have the time to read all that content? Not according to a new survey from FleishmanHillard. The big takeaway here seems to be that coupons (76%) and promotions (59%) still rank highly in the hierarchy of information a company can provide.
I was surprised to read this week that the Wall Street Journal was laying off editorial staff in addition to digital marketing people already let go earlier this year. If content is king it really makes no sense to lay off staff who can write that content and integrate it online. To attract visitors and increase your subscriber base, it’s essential to provide content that both informs, educates and keeps readers coming back for more. To cut staff is both throwing in the towel and making a strategic mistake at the same time.