Producing and distributing engaging content, and measuring the effectiveness of that content, are the top challenges faced by Australian marketers, according to a new study from the Content Marketing Institute, conducted in partnership with The Association for Data-driven Marketing and Advertising (ADMA) and sponsored by Brightcove (NASDAQ: BCOV).
The study outlined that more than half of Australian marketers employ content marketing strategies and place a high importance on being able to create more engaging, visual content and optimising content for their target audience.
The study also showed that 46% of marketers believe that ROI measurement was an immediate and important criteria to address, identifying a wide variety of parameters they believe are essential for ROI measurement. Australian marketers measure the effectiveness of a content marketing program through changes in website traffic (60%), higher conversion rates (46%), changes in their sales efforts (46%), shifts in SEO ranking (39%) and assessing the time their customers spent on site (38%).
If you’re in the process of planning future marketing for your organisation it is handy to understand where things are heading in the fast-moving marketing world. That’s why Wheelhouse Advisors have made this infographic on marketing predictions for 2015 relying heavily on market and customer data.
Which of these predictions is your organisation ready for?
For many people the idea of being a social media manger is a dream job, and certainly one that wasn’t even considered a decade ago. But as the web becomes even more reliant on social networks, where content is abundant, and competition for attention is extremely fierce, how do social media experts utilise their time and skills to get the best results?
These days, with so much data available and easily accessible, choosing the right type of metric to monitor can be daunting for marketers. Quite often I see marketers who are too engrossed in focusing on “vanity” metrics rather than analyzing data that can actually make a difference to their business. And this applies equally to the most important metric of all – revenue.
This infographic from Digital Marketing Philippines lists the key metrics to focus on when reviewing a digital marketing campaign. I like that they focus on the big 3: traffic, conversion, revenue.
As the excellent 60′s era ad agency drama Mad Men enters it’s final season (actually two half seasons), it seems a good time to share these “Moments of Marketing Wisdom” from fictitious advertising guru Don Draper. This infographic by Glow Media captures some of the show’s pearls of wisdom over the years.
The dirty little secret of the recruitment industry is that finding a job is really more about networking with the right people than applying for countless advertised jobs. In fact, most jobs are not even advertised. Therefore, the value of networking becomes extremely high.
Lou Adler, author of Performance-based Hiring, suggests that job-seekers apply a 20/20/60 approach:
- 20% of job search time responding job postings through a backdoor (via referrals) instead of the front door (applying through a form or sending in a resume).
- 20% enhancing your resume and LinkedIn profile for findability and readbility.
- 60% networking the hidden market for jobs.
He also claims that candidates who are “referred to a hiring manager by a trusted person is 50-100x more likely” to get an interview and get hired than those who simply submit a resume to a posted job. The referred person also has the advantage of being considered for jobs not publicly posted.
That’s where LinkedIn can help.
Networking, and the ease of doing so, is one of the primary features that makes professional social networking site LinkedIn.com so different from the countless run-of-the-mill job boards. They’ve leveraged the concept of “six degrees of separation” — the theory that everyone in the world is connected to each other through relationships, with at most six degrees (connections) of separation. To connect with one person in particular, you just need to find at most 5 other people in a relationship chain to connect with the intended person.
Here is how and why you should use the power of LinkedIn referrals to increase your employment prospects.
As the year winds down it is time to start thinking about 2014 and what it might bring in the shape of marketing trends and developments. The team at Responsys decided to tap some of the smartest minds in the industry to get a feel for what digital marketing will look like in the year ahead.
In this SlideShare deck, you’ll find insights from David Edelman, Partner, Marketing & Sales Practice at McKinsey; Charlene Li, Partner and Founder at Altimeter Group; Greg Stuart, CEO of the Mobile Marketing Association; Ann Handley, Chief Content Officer at MarketingProfs and many more.
Interestingly, you’ll find that everyone is reasonably well aligned about where marketing is headed: in order to succeed, marketers must provide individual experiences for their customers. And to do this well and at scale, marketers must orchestrate their communications based on customer data like preferences, behavior and profile information.
Most of the experts agree that marketing functions can’t continue to operate in silos and a more integrated and holistic approach needs to adopted. This is something my team and I at Sticky have advocated for years.
What are you planning to do in 2014 to make the most of your digital marketing opportunities?
In years gone by marketing was fairly simple; just interrupt a large audience with advertising. If it was creative and resulted in extra buzz it was a bonus. If was just your typical hard sell and got enough attention it could increase sales.
But then the digital age arrived, and with it came a tidal wave of entertainment and communication options. Suddenly that large audience was fragmented, niched and massively distracted. Suddenly that large audience had options and could bypass your advertising.
Suddenly your potential customer was being exposed to more marketing messages on more media that at any time in history. Welcome to the age of the distracted consumer.
A new infographic from Responsys shows just how distracted today’s consumer is. Today brands need to design campaigns to cut through the noise and capture the attention of their target audience – or risk their messages being missed.
To me, the following statistics demonstrate both the challenge and the opportunity for marketers. Yes, consumers are being inundated with marketing messages, but they are also highly receptive to well crafted messages from brands they have opted to follow or engage with. Its what inbound marketing is built upon.
The question is….what are you doing to cut through the marketing noise?
I just came across this fascinating post full of stats about social media usage. It was written by Belle Beth Cooper and published on Buffer.
If you’re managing social media for your business, you will be interested to know about some of the most surprising social media statistics this year.
You can read the full post here, but I thought there was too much great info that I needed to share with you. Here are ten that might make you rethink the way you’re approaching social media:
There has been a lot of talk about the death of SEO in the last 12 months. The “Panda” and “Penguin” updates by Google have certainly stirred up the online marketing community, with many suggesting that “Penguin penalties” mean that search engine optimisation no longer works or is not a viable tactic. I disagree wholeheartedly.
SEO is still the most effective means of delivering high quality, qualified traffic to a website. In fact, after 8 years of studying and optimising websites, I believe good SEO is more effective than ever.
Notice how I said “good SEO”?!
The Google Panda and Penguin updates punish BAD SEO. You know, the spammy link building, keyword stuffing, really blatant reader-unfriendly stuff. And so it should. Its crappy.
All Google has been trying to do is eliminate the rubbish so that they can serve up higher quality content to their users. If you are doing the right thing you should have nothing to worry about. In fact, my experience has been that every major Google algorithm update has actually benefited my clients.
Last week my team and I met up with a major client for an annual review. We have spent the last year working hard with them on a great website full of excellent content. We did an enormous amount of SEO work for them during this time. Here are some of their year-on-year stats:
- Overall traffic grew 223%
- Traffic from organic search grew 652%
- Non-brand related search traffic grew 1112%
- Conversions grew 196%
Try telling this customer that SEO doesn’t work. Done properly, search engine optimisation works amazingly well and will continue to do so for quite some time.
Nonetheless, the rules have changed and this has caught a lot of bad operators out. This infographic from DCI neatly explains the changes to SEO since Penguin.