Content Marketing Wows

A fantastic idea is at the heart of any content campaign or project. The buzz around an article sustains you through the long hike of creation and gets your target audience to keep sharing your content. Putting effort into a bad idea is a waste of resources and can lead to high bounce rate, loss of credibility and in a worst-case scenario, your job. Hence, it is quintessential for you to come up with the right idea that leads to higher traffic and conversion rate.

How do I find inspiration for content marketing articles?

  1. The swipe file

Ideas exist around us; a good place to start is in the old-fashioned swipe files. If you don’t have one, you should start collecting a file of images, technologies, ideas and approaches that inspire you. When you need motivation, you can always refer to it for great ideas that have performed well in your niche throughout time.

  1. Brainstorm with a group

Everyone brainstorms ideas but few people are adept at it. Successful brands use a professional copywriting to create content ideas. These firm gather two or more brains around shared goals either online or offline. The team includes people who have some experience in the niche along with those who have no familiarity because they bring a fresh perspective that first-time visitors will relate. If you’re creating your own brainstorming team, ensure you include members from different niches to get a holistic view, sometimes you need a designer to offer the latest innovation in visual technique.

  1. Competitive research

Follow the competition and see what’s working for them; there is no shame in deriving inspiration for your own content using what’s working for others. You have two types of competition; those who are vying with you for a share of the business within your physical location. For example, if you run a bar in Brighton, the competition is the other one down the street selling the same product. The other type of competition is in the Search Engine Results Pages (SERP) trying to rank for “Best Bar in Brighton”. Do your research to cover the following questions: What type of content is working for the top brands, what’s trending in your niche? what keywords are top traffic earners using? What is getting people to share? Who follows whom and why?

  1. Google Trends

The best place to see what’s trending is at Google Trends. Google has a massive wealth of information in their database and to capitalize on trends you need a fast content creation process. Choose your niche’s category>subcategory>explore that category. Use rising keywords to search for trending topics to cover your blog posts or articles

  1. Moz research tools

Moz is a great resource to see the best performing content in a niche. Simply use the Open Site Explorer to view pages getting the most links with your competitors and see who those links are coming from. This offers details to what types of content and topics resonate with your audience.

  1. Who follows whom? What are they sharing?

There are some helpful tools online like Followerwonk to evaluate who your competitor follows, their tweets and their audience favourites and retweets. BuzzSumo is a popular search tool to view trending content on social media.

  1. What kind of content are top brands sharing?

On Google Alerts there is a tool called Fresh Web Explorer ideal to locate brand mentions online and see what type of content they’re sharing to gain attention.it is also a good way to find link opportunities and intel on people’s perspective of your brand.

  1. Lateral thinking

A good way to get a fresh take on an idea is to look at it sideways from a new angle no one has thought of. The success of lateral thinking lies in provocation, which jars us out of the traditional thinking patterns. Asking the opposite question instead of the expected question is a fantastic way to jumpstart lateral thinking mode. Excellent content marketers ask “What if” or contemplate the map upside down to create mental instability that pushes the writer to develop new ideas.

  1. Content freshness

Some companies base their content marketing on newsjacking but new webmasters will look to find the balance between iconic posts that stay with the readers for a long time and timely ideas to deliver perspective on fresh, trendy topics. What will be going live in your niche when you release your content? Movie award shows, new computer game releases or seasonal changes. Use an editorial calendar to keep track of important events and create content geared towards those events. The ideal strategy must contain a mix of evergreen pieces and viral content with an emphasis on evergreen content that offers more to your brand in the long run.

  1. Provide value for your target audience based on the personas

Its’ a good idea to conduct an audience research for your content strategy and use this information to create personas to shape your ideas. To get started, use the same process of gathering intel on your competitors and get specific with your own company and the type of customers you’re trying to attract.

  1. Build personas

Create a set of model people to mirror your target audience using a basic demographic information with few assumptions on goals and pain points. Two options include a basic persona sketch or detailed personas. A visual image of your target audience reminds you who the content is for.

  1. Understand your audience

As you’re pulling information together, consider your audience as part of the process. It’s not enough to know that they like a topic, find out what information they’re after and create content that lead to conversion. What is the average age? What type of TV programs do they like watching? Are they college graduates?

  1. Ideas from difficult or boring topics no one wants to touch

This is a goldmine if you handle it well considering you would be giving a fresh take on a topic that’s not been covered before so others who do their own take will most likely have to quote you as an authority. Creating content for topics without having sufficient resources is easy when you use the lateral thinking habit to get the best angle for the story. It might be a good idea to look into a reputable copywriting agency with a proven record of accomplishment for writing timeless, captivating pieces out of boring headlines to maximize your content marketing goals.

  1. Use Answer The Public

This is the best replacement for Ubersuggest and satisfies the need for long tail keywords and content ideas. You can start with a simple search phrase like “get questions”. The tool provides answers categorized in questions, prepositions, comparisons and alphabeticals. The “Questions” section is the best place to get content idea but don’t ignore the other areas. You can view the data as a visualization, text or export the data to CSV.

  1. Quora

Quora is a question and answer forum where any topic goes and users think outside the box in terms of both the questions they ask and the feedback from other users. Search a question and Quora reveals related answers from its’ database.

  1. Revisit failed content

There are various reasons why failed content perform badly, not necessarily because the research lacked credibility or the content was poor, sometimes the problem is with the execution. Try presenting the idea from a different format using a fresh perspective or use a new set of eyes to offer unbiased view to see what could work better.

  1. Recycle successful content

Evergreen articles are useful because when you run out of ideas, you can pick it up and do a fresh take, knowing it’s’ going to be a winner with your target audience. However, be careful so it doesn’t sound like you’re repeating yourself, the last thing you want to do is bore visitors with stuff they already know.

  1. Use stories and testimonies

Storytelling has been all the rage for content marketing and higher conversion in recent years. Mesmerizing characters that grab the viewer’s attention and pulls him in from the first sentence with compelling narrative to keep them spellbound is always a winner with the audience, especially when it has a happy ending. Studies demonstrated that using stories as a tool to evoke affirmative emotions in your target audience leads to trust and customer loyalty. If your product is top quality, it shouldn’t be hard to get testimonials from your readers and aggregate them into a blog post but be careful not to sound self-promotional; let the satisfied customers do the talking.

  1. Create a detailed brief

The best content starts with a detailed brief explaining how you’ll organize your content article, what each section contains and specific information points that will be included. If you’re outsourcing to a writing agency specializing in content marketing, don’t assume a writer knows what you want, they can’t read minds so include all the necessary details such as what you want in the content, the target market and purpose of the article. Samples of similar work will help the freelancers know what kind of style you like and it will be easy to create a bespoke piece befitting your website.

  1. Tips and Tricks

People are always looking for knowledge bases, so it’s a good idea to provide content with helpful information and tips about subjects in your niche. The concept, when applied to daily life, has evolved into the popular “life hacks”, you could add that to your title for more attention.

  1. What not to do and mistake analysis

They serve as the opposite for best practice posts describing the worst strategies to follow on a given subject. It could take the form of a cautionary tale or humorous tone to make it more interesting and light-hearted for the readers. With mistake analysis, you delve deeper into an error and figure what went wrong alongside steps to correct it.

  1. Create winning ideas

Once you have an idea of the persona you’re targeting, it’s time to narrow it down to the top contenders by:

  • Cross off boring topics
  • Remove anything outside your parameters that will take too much time or money to complete
  • Highlight compelling ideas
  • Can you turn it into a series or is it a one piece content?
  • Look for ideas that are informative and relevant
  1. Myth dispelling

There are false assumptions, misconceptions and myths surrounding practices in every industry. Talk to customers, see what your competitors are posting and examine your own experience with such misconceptions to create a compelling article based on thorough fact gathering and hard evidence.

  1. Use Questions for your topics

The primary idea behind every content marketing article is to solve problem for the audience, so you need to identify problems your audience has and create content centred around the solutions. Great sources to find questions include blog comments from top performing articles and question & answer forum sites.

  1. What makes a great content?

Research by Dejan Marketing revealed that only one in five people read web content word for word and a large population only scan and read key areas of interest. According to Matthew Brown, great content that readers will read word for word must have the following attributes

  • Relevant and recent – don’t write about how users can start their own YouTube video blog, instead write about how an Influential person used a YouTube video blog to change lives.
  • Long-Form – Dig deep into the information instead of writing the same summary like everyone else.
  • Target a specific persona – your content is not for everyone, to optimize conversion rate, make your content vital to a small group who will be loyal followers of your work.
  • Evergreen content- When you invest money in a content, you want it to remain fresh with readers for a long time by updating the content regularly so it retains relevance.
  • People relate better when you use content they are familiar with; its’ a good idea to use location addresses to target content in areas your readers reside.
  • Customize your own template and plugins instead of using the generic article template

If you’re looking for professional copywriters to complete a project for you then get in touch with us or sign up for an account today.

 

With more than a billion active users, Facebook provides a rare opportunity for small businesses with limited ad budgets and even big businesses to reach a large number of people. The wealth of data available on Facebook makes it hard to ignore for any business wanting to grow. The effective use of the platform can do a lot for your business.

A lot of people understand that posting on Facebook can grow their businesses but what they do not know is that the period between posts and how you post can further influence your reach and provide better results.

To understand what time to post, how to post or when to post, you can use analytic tools such as Facebook Insights.

To start with, you need to understand what your target audience wants to see and how to reach them.

What should you post?

Let your updates be attention grabbing:

As humans, we have a very limited attention span shorter than a goldfish’s. You want to create a good impression from first glance.Make sure your updates are compelling enough to hold the attention of whoever it is directed.

There are tools like Serpstat that can help you understand the kind of search carried out by your target audience. You can also use the Hubspot Blog Topic Generator for ideas.

You also need to find the right format through which to effectively pass your message.

Video content creates more engagement. Facebook takes video content seriously with the introduction of Facebook Live streaming and other promotions of video content. However, the format you use is dependent on your understanding of your business and target audience.

There are other types of update formats such as links, images or texts.

If all you want to do is to create more awareness for your brand, then pictures and videos work just fine, but if you want to drive traffic to your website, you should focus more on texts and links. You should also ensure that when users click on the link that takes them back to your site, they are not disappointed by site metrics like speed, design and user friendliness, by using good web design and hosting platforms such as NZ Domain Name Registration & Cheap Domain Names | Domains4Less.

To check how your posts do, you can use an analytics tool to know how each piece of content is received.Facebook Insight makes this easy with the provision of different types of analytics.

You may take note of the view reach and engagement of your posts by checking through the ‘Posts tab’ that is found by navigating through the drop-down menu at the top right corner of your Facebook Page. The ‘All Posts Published’ analytics in the Posts tab helps you to get a handle on how individual posts did with the audience. You get to see the kind of reaction your posts generated. Regularly using this will help you to determine the type of content to post as you will be able to see how many times people interacted with each of your posts.

The People’s tabs also allow you to understand the demographics of those engaging with your content. You will be able to know if they are your target audience and this will help you improve or change your strategy as the case may be.

How should you post?

Plan your posts:

Yes, you heard right. You need to have a plan. You cannot randomly post content without any flow. Choose the topics you want to cover and create a content calendar for them. If you are posting every day, twice a day or every two days, be consistent. Scheduling gives you time to create the content you want to share.

However, you should leave room for flexibility to keep up with timely topics. This flexibility gives you the ability to quickly react to news of accessories worn on a red carpet supposing you sell female accessories.

When should you post?

Facebook Insights also comes in handy here. It provides you with the principal metrics that help you determine exactly when to share your content.

The Posts tab allows you to know how many fans saw your posts any day of the week and how many fans see your posts in an hour. This helps you understand when is the right time to put up your posts. Be advised however that the time when your fans are online doesn’t necessarily translate to a good time to post. You should target a time between when people are posting and when the least overall posting is being done, thus increasing your visibility.

A HubSpot article suggested you may want to target Thursdays and Fridays, but a sound understanding of the Posts analytics should help you come to the right decision on what works best for you.

 

 

Coca Cola Content Marketing

Content marketing genius

The Coca-Cola Happiness Machine video is classic viral video craft at its finest. Just six seconds into the video, viewers are already being lured in by the promise of something surprising in the near future with, “We put a special coke machine in the middle of a college campus…” And the promise is delivered on at the 25 second mark as the first student begins mysteriously receiving more and more.

This also satisfies the surprise element of any viral video in a pleasant and friendly manner. Gifts to the unsuspecting are always a safe device for a viral video as it assures a positive outcome for the “victims” of the trick. Moreover, it builds a positive connection between the product and a jubilant atmosphere – a core campaign concept for Coca-Cola.

The video also keeps viewers on a gradually escalating level of excitement and surprise, as the gifts grow in both complexity and become less likely until the machine is offering pizzas and sandwiches.

This continuous escalation of the story is a central concept in viral video crafting. True, the viewer must be hooked within the first 10 seconds, but the story must unrelentingly escalate as well throughout the narrative to maintain viewer attention.

Overall, the video tell a great story – fun, engaging and light-hearted – with enough surprises to keep the viewer interested. Beyond that though, it manages to stay focused to keep the larger picture in mind. The shocking parts are not too shocking, instead having the overarching theme of goodwill and fun. It may get fewer views immediately for its lack of more severe shock value, but the advertiser is correct in playing the long game. Ultimately, a viral video’s success relies on being shared, rather than immediate views.

By creating a rich, friendly narrative – they have crafted something light and heart-warming which consumers will be eager to share with no risk of offending friends or work colleagues. Very often video producers will go too far in trying to shock people to elicit an immediate reaction. Coca-Cola’s more nuanced approach, by comparison, allows for more long-term viewing. Additionally, the ad lets the company stay true to its larger, traditional campaign messages like classic slogans “Enjoy” and “Life Tastes Good”. At over 6 million views, Coca-Cola has managed to craft a highly shareable video which dovetails with their traditional core marketing campaigns.

Click to watch a video and find out a bit more about the campaign.

 


Burger King Marketing Case Study

Burger King Marketing

In 2004, Miami advertising firm CP+B launched a viral marketing campaign for Burger King in support of its TenderCrisp sandwich. The campaign captured audiences’ attention by using a level of interactivity only possible on the internet. This viral approach was actually quite novel, not following the usual script for creating viral content.

Eschewing a storytelling narrative, the viral campaign instead drew in viewers by interacting directly with them. What makes this particular campaign so interesting is that it does not have many of the classic elements usually involved in viral content. There is very little actual story involved. Yet, it does keep in stride with some thematic elements: A quick kick-off, shock value, a strong front-end campaign to market itself and, most importantly, a direct engagement to trend-setters.

The kick-off itself was a combination of traditional television advertising to start interest in the interactive content. While perhaps a more expensive route to take, the television ads guaranteed the initial push for visibility so vital in a viral campaign. As to shock value, the interactive elements were shocking to the point of pushing the boundary of good taste. Having a grown man in a chicken suite willing to do most anything for a largely unfiltered internet population is always a risk. But the very edginess of the campaign did allow for it to get more, free media attention.

What was most novel about this campaign was its appeal to the trend-setters of the internet. By offering something only feasible on the internet, CP+B built in an automatic lure for those wishing to be on the tech-savvy edge of culture. Like other fads on the internet, its time of popularity was perhaps limited. But for a marketing campaign, this was of little concern. The point of the advertisement was to generate marketing exposure for a new product. So long-term, sustained interest in the campaign was never truly necessary for the campaign to be considered effective.

CP+B effectively pushed the boundaries of how marketing could be done. In an internet culture where short-lived memes, games and distractions can reach millions of viewers, they capitalized on this with a tongue-in-cheek style marketing technique which would help shift the traditional understanding that marketing was necessarily to a passive audience. Nearly ten years later, it is easy to overlook how important this campaign was, but it was a forerunner of the interactive user experience.

Click to watch a video and find out a bit more about the campaign.

Could this be a Christmas number one for years to come?

Christmas marketing

WestJet Canadian Airline

WestJet’s Christmas Miracle video is a fusion of some of the most important aspects of viral video production. First and foremost, it is storytelling. And one of the greatest traditions in the Western world is Christmas stories and the Christmas miracle. WestJet went into this video understanding the power of that narrative. While their airline is cleverly branded throughout the video, actual mention of the airline verbally is kept to a minimum, instead focusing on the story itself. Viewers are drawn in to watch the compelling story unfold – a story they will want to share with friends and loved ones over the holidays.

In addition, the story starts off quickly. Viewers begin by wondering what is being set up. This is seamlessly followed by the video screen of the interactive Santa. Viewers are “in on the trick” and can enjoy people being surprised when they’re spoken to by name. This behind the scenes approach is significant because it allows viewers to feel like they are part of this delightful trick being played on the unsuspecting travellers. It is also a pervasive theme throughout the story as viewers can be a part of the hectic surprise being planned at the end of the trip, all the way to the point where the travellers receive their presents. This rapid start and continual escalation are keys to drawing the audience into the story; at no point is there a place to rest or does the tension diminish.

Finally, this video incorporates a double dose of an important element in viral videos: surprise. Not only does the video surprise viewers when they realize what WestJet is doing, but it also allows viewers to be “in on the fun” after the reveal – letting them experience the surprise of the WestJet customers as well, and, in keeping with the holiday season, the company manages the surprises in a way that is caring, friendly and appropriate for the holidays.

Overall, the video captures four vital elements of a good viral video:

• It tells a compelling story
• It starts off quickly
• It pleasantly surprises
• It keeps the pace quick and dramatic

WestJet well understood the elements needed to create viral content and, because of that, created an advertisement that would be spread through minimal effort on their part. Compared with the price of traditional advertising, for a few hundred presents the airline has already garnered over 36 million views on YouTube.

Click to watch the brilliant video and find out a bit more about the campaign.

This is one of the best stunts yet! Anatomy of a Viral Video: Carrie – Telekinetic Coffee Shop Surprise

Watch again and again

See their faces

The Carrie video is a bit of a departure from the usual viral video. Popular wisdom dictates to usually keeping surprises playful. With that in mind though, the promotional video is for a horror movie. The producers do take care to add levity to the video by getting viewers in on the prank, letting viewers see the special effects being set up in advance. As a humor device, this works quite well, making it closer to older, traditional practical joke videos from television.

Moreover, the story takes place in a coffee house similar to those found throughout the country, giving viewers a way to relate with the people in the video in a “that could be me” style format. The execution of the special effects themselves satisfy the viral video theme of the roller coaster excitement ride. Even with an advance understanding of what is going to roughly transpire, the producers leave just enough out to keep viewers guessing – such as the woman in the coffee house seeming to have a psychotic – and telekinetic – break. You have some idea of what might happen, but are forced to watch to see it unfold. That being said, the end is truly the surprise. Even during the video, it is hard to see what the end result, or the point, might be. That it turns out to be a horror movie ad is left cleverly til the very end.

The video does lack some viral elements. But surprise and suspense are around every corner – driven both by the speed of frame jumps to show the set up of the cafe and the intense music driving the story. It starts fast, as it should, from the very beginning, dubstep style audio meshed with live action excitement within the first 15 seconds.

While it doesn’t quite follow a traditional story telling narrative, it does in a mystery story sense. That style meshes well with the suspense and mystery of the peace as a whole. Even largely understanding what is to come, just enough is left out to still shock the viewer. As a testament to the style and, perhaps, the skill of the effects people involved, the video has had over 58 million views to date – making it a huge viral success by any standard.

Click to watch a video and find out a bit more about the campaign.