The vast majority of content marketers say credibility and trust are fostered with audiences through content marketing, but one of the biggest barriers is a lack of budget, writes Anvil Media President Kent Lewis. Lewis explains how to write a content plan and offers three "sales strategies" to consider when you ask for more budget.
Business-to-business marketers can transform their content marketing creation process by encouraging employees to become creators to boost their reputations and enhance the standing of their department, writes Tiga Creative Marketing's Stuart Coe. Maintain a content pipeline by creating and distributing a content calendar, freeing up employee time for content creation, outsourcing ad hoc content, and integrating keyword research for search engine optimization, Coe advises.
Brands spend an average of 40% of their budget on content and 68% expect to increase that by 10% in the next year, surveys show. Anvil Media President Kent Lewis advises companies to tap into existing content or relationships first, identify concrete goals and use research as well as benchmarks when asking management for more content funding.
For business owners yet to use influencer marketing, Nick Backlanov, marketing intelligence analyst at HypeAuditor discusses the real benefits to be had. Your audience blocks ads but will watch influencer content, it can be an inexpensive promotion channel, boosts the trust in your product, and the influencers will drive an increase in your social media presence.
The Museum of Modern Art in New York City has amassed 13 million social media followers, including 5.5 million Instagram fans, which can be attributed to quality global content and timely and engaging posts such as its video walk-through of Claude Monet's Water Lilies on Election Day to help spark calm, said Rob Baker, director of marketing and creative strategy. The main metric for success is comments, likes and shares, and the new goal is sharing more user content, Baker said.
Brands using TikTok can overcome its lack of measurement tools to gauge the success of their platform initiatives by monitoring comments and shares, tracking related website traffic lifts and examining conversions for product purchases or newsletter signups, suggests Knotch co-founder Aron Tzimas. To expand the scope of digital marketing evaluations, Tzimas encourages brands to analyze the performance of "every website, microsite, blog post, business email, YouTube video, social channel and paid digital placement."
Wieden+Kennedy created two spots for Facebook, "DeafHoops" and "Dance Accepts Everyone," which showcase the inclusivity and community found on the platform's Groups feature. The ads are part of Facebook's "More Together" campaign and are running digitally before starting on TV in May and June.
COVID-19 brought to light not only the US technology industry's reliance on offshore chip manufacturing but also how sudden fluctuations in consumer demand and inaccurate forecasting can gravely impact product production outputs. It also raised awareness for the need to grow domestic chip production capability as the growth curve for technologies continues to expand. In this complimentary report, CTA's experts provide timely analysis of key factors in the chip shortage crisis as well as US policy considerations. Download now.
The Focus Friday series, hosted by the Consumer Technology Association (CTA)®, brings together CTA member companies and industry experts to share challenges, insights and advice on specific issues technology companies are facing. Join this interactive discussion on April 23 at 12 p.m. ET to discuss how organizations are fostering and maintaining culture in remote and hybrid environments. Discussion guides from Ford Next Generation Learning, Dolby Laboratories and Lyft will help lead the conversation -- come ready to share your company's solutions, challenges and questions. This opportunity is available to CTA members only. Register today.
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