What format will be the one with the biggest growth rate? What do you think? For many of us it will be video. In terms of handling, reach and simplicity. But what are the points we should think about when we produce a video? In his interview the host Christoph Magnussen gets some very interesting insights about these questions and other impressive statements from Richard Gutjahr. Read more
The more work people have the less they have got time to engage on Facebook. Right or wrong? Well, right…
At least according to a recent report from Adobe that states Facebook users engage with brands more on Fridays than any other day on in the week. In their Q1 Social Intelligence Report which analyzes the interaction of Facebook posts and ad engagements, the company found that 15.7% of all impressions happened on a Friday.
In the second place came Thursdays with the second highest post impressions and engagement (14.5%), followed by Saturday (14,4%) with almost the same share of impressions. Sunday appears to be the day when people are not massively engaging with Facebook compared to the rest of the week (13.4%). A detailed interaction overview shows that Fridays were the strongest interaction days examined across all engagements: comments (17%), likes (16%) and shares (6%).
Furthermore, the report which was based on 260 billion Facebook ad impressions across different industry sector like media, entertainment, retail and travel, makes clear that photos and video seem to become the new secret sauce in user engagement on Facebook. Photos still show highest engagement rates in the first three months in 2014. 24.7% of all brand video views in Q1 came in on a Friday. Although people have more time on Sundays, it is the day with the lowest share of video impressions (6.4%). The engagement around video updates were up 25% year on year and 58% quarter over quarter.
What are your findings around Facebook updates? What content types perform and which don’t? Is Friday really such a powerful day for you as well?
Content marketing seems to be the new hype in the business world. But wasn’t it there before? Case studies, whitepapers, corporate brochures, corporate publishing, etc. – did we not have all of this before? Maybe the B2B world was better trained in this topic than the B2C folks.
The guys from Curata now train marketers with a step-by-step content marketing marathon infographic. It will make marketers understand what it needs to become efficient in content marketing, to have the right pace at producing versus curating content, to achieve the perfect help and support from your fans and get to the finish line.
Good luck – and don’t forget to drink some water!
Some weeks ago, we spoke about a study that described what B2B decision makers expect to read on vendor websites. Now, a new study of 352 buyers (predominantly large businesses) from The CMO Council and NetLine shows that the majority of organizations (94%) favors to curate and circulate relevant content in their organization before finally deciding to purchase B2B solutions and services. For years, marketers thought B2B buyers and influencers alike are simply using vendor-related content from time to time.
The study makes clear that there is no real sharing structure to be made out from company to company. However, there are three main patterns that the study highlights in their results:
– From the Middle Out (35%): Execution-level executives search and find content about vendors/products and make the purchase. Senior management gets educated thorugh them why the decision was made.
– From the Bottom Up (30%): Junior or mid-level employees find vendor-related content and share their discoveries with senior management. Then they make the final decision.
– From the Top Down (29%): Senior managers find the content, then share it with lower-level managers for analysis and final purchase.
The same as with the sharing patterns, there are three key personas within the businesses who act according to their own behaviors, expectations and needs.
– Researchers: Primarily focused on new industry reports/research to inform them of advancements in solutions, trends affecting the markets, and opportunities for improvement.
– Influencers: Interested in both thought leadership found in trusted third-party channels and vendor-branded technology specifications, data sheets, and use cases. Their special interest is in summarized content, i.e. infographics, videos, and blog comments.
– Decision-Makers: Want to stay informed through broad research reports and analyst commentary. However, they expect to have access to detailed data to enable better decision-making at the tail end of the purchasing funnel.
The study reveals some further interesting insights. The vendor selection is major to moderate influenced by online content, find 88% of the B2B buyers and more than a third (38%) find that online content provides strategic insights and shapes the purchase decision. The content that is valued the most is research reports and studies (65%), technical spec and data sheets (50%), analyst reports (46%), whitepapers (35%) and posts on trade publishing sites (30%). The power of Google and the vendor website comes out as well: When more than two third state they start their vendor-related content sourcing with search engines and portals, it shows that the best training the marketers is to read the two B2B studies and draw some conclusion out of it for the future of your own content, PR and marketing acitivites. And if you cannot find a solution, we are happy to help…
The perspective of Uberflip “predicts” that there are some obvious trends coming up in content marketing.
Not surprisingly, a “director of content” might be the new team member in companies. This might be nothing new when compared with our job title predictions for web strategy at the beginning of 2013. Some other aspects of Uberflip include: higher quality of content, content curation, multiscreen marketing, and what every consultant will love: bigger budgets for hopefully better content.
“Brands will step up their game by integrating great journalism and storytelling into their strategies,” states Uberflip.
Let’s hope their predictions proof to become reality. Or maybe, you see some other development in the near future. Why not share it with us…?
We had written about a Curata content marketing survey some months ago. Now, I came across another research which is making it’s way through the web, and I am glad as I have been asked at a University St. Gallen event for some new insights on the topic today.
The Content Marketing Institute’s 2013 benchmarks shows what the challenges for marketers are: producing enough content (64%), producing the kind of content that engages an audience (52%), or producing a variety of content (45%).
Sounds like we have heard that before, right…?
If you think lack of budget is still the issue, you might find yourself being in the wrong corner. Just 39% of the respondents said that they lack budget. Furthermore, traditional restrictions and limits like buy-in/vision (22%) or finding trained content marketers (14%) is falling out; not even senior level buy-in is their biggest challenge (7%).
All lies? Well, seems like that… And when just 14% say, they are having problems hiring in this field, i would suggest some clever journalists or PR managers have found a way to market themselves.
So, a questions arises that also came up today in my moderation: What is the real issue, why marketers don’t challenge the content marketing business?
We have probably all heard what Outbrain told us today in their speech that push is the new pull, advertising becomes marketing, creation the modern editorial, campaigns are the always-on of tomorrow which makes sprints the new marathons. Still, the question is whether marketers understand why this should become the new budget engine for a change in an emerging shift towards content marketing and away from advertising?! Maybe marketers need to understand what makes them a media-house? Content curation, distribution and measurement might be more of a big bang theory to address…
The challenge might actually arise in the definition where content marketing gets propelled. Many marketers see still search engine advertising (SEA) their wholly grail. If companies get turned around into SEO engines, the whole result-driven aspect of the fluid content marketing world would not be questioned any longer. It just depends on getting the right people engaged inside the office and to find the commitment that lets the formerly outsourced world stand in the shade. And have companies ever understood the value of content? Content is not a test budget! It is an attitude towards business, towards communication, towards social business. Or have you ever put into question why you send out newsletters, flyers, whitepapers, or even company brochures? Blogs, status updates, tweets… written in an intelligent way, is increasing the way your conversations will arise…
Are you really hiding in the content marketing fields, marketers – or is it a real challenge…?