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Call to help identify child-headed households

first_img6 June 2014Social Development Minister Bathabile Dlamini has called on South Africans to help identify and locate child- and youth-headed households in the country, to ensure that they receive the necessary support from the government.The department is in the process of compiling a register of child- and youth-headed households, and by the end of May had recorded 885 households.“Once identified, an assessment of the needs of the child- and youth-headed households is done and thereafter linked to the necessary therapeutic interventions and resources,” the Department of Social Development said in a statement this week.“Citizens with the knowledge of child- and youth-headed households in their areas are requested to inform social workers in the local and district Social Development offices, as well as local authorities and community leaders such as chiefs, traditional leaders and faith-based leaders.”Members of the public can also contact the children’s unit of the Department of Social Development on 082 786 4961 or at tshidim@dsd.gov.za.Cases may also be referred to child protection organisations such Child Welfare, Child Line, and the Suid Afrikaanse Vrouense Federasie (SAVF).The department helps child- and youth-headed households through the Isibindi programme, which deploys trained community-based child and youth care workers to provide support and protection to vulnerable children and families. The programme reached nearly 90 000 orphaned and vulnerable children in the 2013/14 financial year.Source: SAnews.gov.zalast_img read more

Basic HTML Every Marketer Should Know (About Links)

first_img Originally published May 19, 2010 11:00:00 AM, updated February 01 2017 Topics: Website Development As a follow up to my first post on Basic HTML Every Marketer Should Know, I wanted to dig a little deeper into links. Hyperlinks are references to resources on the web. They primarly link to other web pages, but can also reference images, documents, audio, or movie files. I often find myself using HTML code directly on blog comments or in forums. Keep this article as a handy reference for hyperlinks and stay tuned for my next post on basic HTML marketers should know about tables.The Basic HyperlinkThere are 2 key elements to the code in creating a hyperlink (or link).Reference (href) – the address opened when the link is clickedAnchor (a) – the display text or imageTo recap, here’s the basic HTML code for creating a hyperlink.CodeDisplayCheck out my recent blog article on Basic HTML Every Marketer Should Know.If you want to replace the anchor text with an image, use this code instead.CodeDisplayLink that Opens in a New Tab/WindowWhen you want your link to take the visitor to a new tab or window when the link is clicked, use the “target=_blank” reference. Don’t overdo this one though. When you’re linking to content within your own site, it’s a best practice to keep the session in the same window.CodeDisplay This link for my recent blog article will open in a new window.Using a Tracked URLTracking tokens allow marketers to track traffic for a specific marketing campaign such as paid search, banner ads, email blasts or newsletters. To create the URL, use the Google URL Builder to define the campaign, source, and name. Once generated, you’ll use this new URL as the reference destination and choose the anchor text (or an image) just like the basic link. You’ll be able to see the results of your campaign in your analytics tool, like Google Analytics or HubSpot Sources.CodeDisplayHere is where I’d put a link in my email campaign to track visits back to my website.Using the “No Follow” AttributeThere are times when you don’t want to pass search engine credit for a link on your site. The “no follow” attribute instructs the search engines that a hyperlink should not affect or influence the target site’s rank or authority. However, it’s important to note that utilizing “no follow” for PageRank sculpting can be cumbersome and time consuming with little proven benefit. CodeDisplay This hyperlink to the Inbound Marketing blog will not pass authority to the search engines.Anchor Links Within a Web PageAlthough you typically want to avoid having pages that scroll on and on forever, there are times when you want to link to content referenced at the middle or bottom of a page. The name attribute is invisible to the user and, when used with the anchor attribute allows for linking within an HTML document.CodeDisplayBrian HalliganHere is where I’d put Brian’s bio, typically further down on the page, but you get the idea.What other HTML tips do you have to share?  Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlacklast_img read more

7 Key Elements Of Great Business Content

first_img 3. Buyer Persona Focused – Great copy writing makes personal connections with readers. Copy needs to speak directly to buyer personas , address their pain points and bring value . Therefore, your copywriters — whether internal or outsourced — must have a clear understanding of your organization’s target audiences, and know how to engage them.   4. Optimized for Search Engines – Online content must be crafted for visitors, but optimized for search engines. Ideally , business copywriters will have core SEO knowledge and capabilities. There are many talented writers and content services available, but few that possess the wide range of capabilities needed to satisfy the seven elements of effective business copywriting. Learn how to build your business blog into an inbound marketing machine. Download the free webinar to learn how to create a thriving blog. Effective Business Copywriting However, continually producing premium content worthy of links and leads is not easy. It requires significant time and resources, executive support, long-term vision, internal expertise and often a willingness to share the knowledge businesses once held sacred. More than anything, it requires the ability to be effective business copywriters, generating content that engages your audiences and motivates them to take action. The general rule is: the greater the value of your content, the greater the return on your investment. The following is guest post by Paul Roetzer, founder and president of PR 20/20, an inbound marketing agency and PR firm specializing in search marketing, social media, content marketing and public relations. You can find Paul on Twitter @ paulroetzer , and the PR 20/20 blog . There are undisputed benefits to blogging — more indexed pages, inbound links, website visitors and social media reach — and tremendous lead-generating potential in ebooks, case studies, webinars, white papers and original reports. 7. Results Driven – Copywriting needs to be tied to your organization’s objectives, and should play a key role in delivering results (e.g. generating leads, educating key audiences, positioning as an industry leader, etc.). Powerful, action-oriented content has become an essential part of every inbound marketing strategy , and offers an enormous opportunity to differentiate and grow your business. Topics: 6. Creative – Never underestimate the value of quality creative writing. While many of the other elements we’ve discussed can be learned, b usiness-savvy creative writers are in high demand and scarce supply , and can be an invaluable asset to your organization. Inbound Marketingcenter_img Copywriters should be invested in tracking the content’s success through metrics such as: page views, content downloads, leads and social media reach. This enables future content to be strategized based on past performance, and can encourage the incorporation of new ideas and topics , to drive traffic and capture audiences. 2. Brand Centric – Your brand is a sum of experiences and perceptions. Words, images and actions define your brand everyday, and with inbound marketing, your website and content may often serve as the first (and possibly only) opportunity to make an impression.  Business copywriting must convey core brand messages, tell your organization’s story and create positive perceptions that motivate action. 1. Strategic – Online content has to connect to your business goals and brand. Hire writers that understand marketing strategy, and how to deliver copy that integrates across web, search, social and public relations strategies. Originally published Jun 21, 2010 5:00:00 PM, updated July 16 2018 How Do You Resource Business Copywriting? 5. Technically Sound – Technically sound copy is concise and powerful. It uses proper grammar and is written at the appropr iate reading level. It is also consistent in person, voice, tone and format. Copywriters need strong technical writing skills, and the ability to apply these s kills whatever the task, medium or subject matter. What has been your experience with business copywriting? Where do you turn for support? Is your copywriting helping to generate leads and build customer loyalty?   Webinar: Advanced Business Blogging Public relations agencies, communications pros, freelancers, former journalists and traditional publishers are all in the conversation as possible sources, but many have yet to step up and evolve their capabilities to meet the growing demand for results-driven online content. Use the list presented above to evaluate potential writers, and find the professionals that are right for your business. So let’s take a look at seven core elements of effective business copywriting, and some tips on how to hire writers that produce results:  While marketing professionals and agencies fight over who owns social media, there is a larger and more important battle looming over content creation. Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlacklast_img read more

28 Quick Tips for Customizing Your Email Preference Center

first_imgAnother key factor in retaining subscribers is simply giving them a reason to stay — whether that’s reminding them of the value of your content, or simply humanizing you as the sender and why you wanted to share that content. Keep this in mind as your customizing your email preference center.8 Tips for Retaining Subscribers:Let them control the frequency of the emails they receive.Let them control which topics they receive emails about.Create multiple, targeted email subscription types, and let subscribers pick and choose among their options.Describe each email subscription option, including the value of the content and the frequency to expect.Remind them why they’re getting your emails.Share why you thought they’d enjoy your content/remind them of the email’s value.Ask them to confirm they no longer want your emails in a light or humorous way.Give them an option to re-subscribe to other email lists.2) Grow Your ReachWhile someone may not want to receive your emails, that doesn’t mean they don’t want to receive your content altogether. Maybe they simply get so much email that yours gets lost in the shuffle. Or perhaps they spend more time in social media than in their inbox. Or maybe they just don’t like the format of the content sent by email. Or — at the other end of the spectrum — it’s possible they do want your emails, but they also want to get your content every which way. Why not give them that option?Your existing subscriber base is a great place to start growing your reach across other channels, and gaining a subscriber in social media is often longer-lasting because it’s not tied to that person’s current job. In other words, you don’t have to worry about the same 25% per year expiration that happens with your direct email list.5 Tips for Growing Your Reach:Encourage people to subscribe to your blog.Link to your social media accounts and encourage subscribers to follow you there.Explain what content to expect in other channels, including topic, frequency, and format.Provide a sample of recent blog articles to encourage people to click through and subscribe.Include one of your top videos to showcase a different type of content you offer.3) Build Brand LoyaltyIt’s not often that we talk about branding in our HubSpot content, because we’re very data-driven, and it’s hard to measure the direct impact of great branding. But we do often talk about being more lovable in your marketing, which is not only part of our inbound marketing philosophy, but also generates higher conversion rates and better subscriber and customer retention because it’s centered around customers’ needs.You might think it’s weird to talk about brand loyalty in regard to a page people visit to stop receiving communications from you, but this is actually a great opportunity to influence how people feel about your company, even if they do choose to unsubscribe. In this very moment where you’ve captured a subscriber’s attention, you have the opportunity to make them smile, highlight how great your company is, and leave them feeling good about your company so that in the future, if anything changes, perhaps they’ll come back to you!5 Tips for Building Brand Loyalty:Match the look and feel to your website and emails so people know they’re in the right place.Incorporate language that aligns with the primary language of your subscribers.Include a funny video to make them smile and to humanize your brand.Make it extremely EASY. There’s nothing I hate more than getting confused about how to unsubscribe when I already don’t want to deal with a company’s communications.Give a free goodbye gift such as a form-free offer or a discount code as a final thank you … and a pleasant surprise.As a bonus, doing fun things to be more lovable and build brand loyalty, like in the following example, can also get people talking about you in a positive way. Groupon’s unsubscribe page, which features its “Punish Derrick” video, is one of the most cited examples. Its page features a video of someone throwing hot coffee on Derrick, “the guy that thought you’d enjoy receiving the Daily Groupon email.” User-generated videos of Groupon’s unsubscribe page have been viewed thousands of times — I found at least two videos, one of which had 1,500+ views, and another of which had 7,200+ views — which don’t even account for the views of Groupon’s original video on its unsubscribe page! 4) Gather Valuable FeedbackOur final email preference center customization reason is a more inward-facing benefit for you, as the manager of your company’s email marketing: collecting feedback on why people are unsubscribing. This feedback helps you figure out how to improve your email program by understanding if you should change your content, frequency, targeting, or anything else.3 Tips for Gathering Valuable Feedback:Include an optional feedback survey to ask why people are unsubscribing.Allow people who unsubscribe to leave their own, open-ended feedback.Give people the option to contact you directly. You’d be amazed by the kind and useful feedback you can get through direct communication.And the #1 Principle of a Good Email Preference Center? Keep it Simple, StupidAbove all else, the most important thing you can do to your email preference center is make it SIMPLE. This is one of my personal pet peeves, but then again, who doesn’t hate receiving yet another unwanted email, finally deciding to seek out the unsubscribe link, finding it hidden in white text on a white background, clicking through to a confusing page with lots of boxes and buttons and distracting images, having to enter your email address again, and clicking the “update preferences” button only to get a weird error?Don’t beat around the bush. Making it difficult to unsubscribe may seem like a genius way to retain subscribers, but in reality, do you really want those people to stay subscribed to your email so they can keep hitting the spam button or constantly delete your emails? Furthermore, making it difficult will only serve to frustrate people even more, leaving them with a negative view of your brand that they might potentially spread to others via word of mouth. Don’t send your unsubscribes off on a sour note.7 Tips for Simplifying the Opt-Out Process:Make it easy for subscribers to find the unsubscribe link in the emails you send.Make it obvious what the subscriber needs to do in order unsubscribe.Include the option to unsubscribe from all email communications at once (or else violate the CAN-SPAM Act).Clearly show contacts what they’re already subscribed to.Provide a clear confirmation message that their preferences were updated.Remove any extra distractions such as navigation, images, competing text, etc.Allow people to unsubscribe without having to do anything else, like entering email address again, completing a feedback survey, etc.Example Email Preference CenterAnd if you’re curious about how all of this might tie together, check out an example email preference center below: Email Newsletters Sure, the email subscription preference center may seem like a boring, utilitarian part of your email marketing, but things aren’t always what they seem, are they? In reality, the email subscription preference center (phew … say that five times fast) is actually a fantastic piece of marketing real estate! It allows you to retain subscribers, grow your reach, build brand loyalty, and gather valuable feedback.As a result, customizing the look, feel, and options in your email preference center will allow you to not only meet those utilitarian needs (and CAN-SPAM laws) your subscribers have to manage the emails they receive from you, but also align with your company’s branding and style guidelines, and give you new opportunities to grow and nurture your subscriber base. So let’s dive into exactly why it’s important to customize your email preference center, and the tactics you can employ to achieve each of these various email preference center purposes. Truth be told, now that the HubSpot software supports customized email preference centers, we’re still working to better customize our own!4 Reasons to Customize Your Email Subscription Preference Center (And 28 Tips to Try)1) Retain SubscribersNo marketer likes losing subscribers. Personally, after checking out my clickthrough and landing page conversion rates, the unsubscribe rate is the next top metric I look at to measure the performance of my email marketing. And while I always want to make it simple and easy for people to unsubscribe from my emails if they no longer want them (I much prefer that over them hitting the “spam” button or ignoring my emails and hurting my deliverability), I would love a way to retain some of those subscribers.ExactTarget’s “The Social Break-Up” report found that the top reasons people unsubscribe from emails are frequency, interest, and volume. So why not let your subscribers control those factors? Having control over the emails they receive makes a big difference in retaining your subscribers over time, because they feel like they’re constantly choosing to receive those emails. In addition, giving subscribers this control makes it so that your subscribers are actually improving the relevancy of your emails for you. Relevancy is one of the top reasons people subscribe and stay subscribed to emails, and allowing subscribers to specify their personal email preferences is one of the top tactics for improving relevancy. Originally published Jan 9, 2013 1:20:00 PM, updated October 20 2016center_img Topics: What other great ideas have you seen implemented in email preference centers? Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlacklast_img read more

How to Get New Content Hires Up to Speed

first_img Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlack Originally published Jun 6, 2013 12:00:00 PM, updated February 01 2017 It’s a fabulous time to be a content creator! As companies worldwide increasingly turn to creating content to generate leads and revenue, creating enough content has become a priority for most brands. Great news for content creators, right?Right, until their first month on the job, and every piece of content is rejected, or worse — gets published and falls flat.What happened? Well, usually what happens is no one invested time in getting their new content creator up to speed. After all, you can’t just stick a new employee in front of a blank screen and expect them to pop out content perfectly aligned with your brand and content strategy.One (or many) having the power to spread your messages with the single click of a button means each new piece of content can uphold — or destroy — your brand’s public image, not to mention unravel all the progress you’ve made with content ’til this point. So this post is going to give you the tools to get your new content creator up to speed fast, before you turn over the keys to your content.Provide Buyer Persona WorksheetsThe strongest writers are only as effective as their knowledge of their audience. In fact, there’s a lot of compelling reasons to develop buyer persona profiles, like, yesterday. Giving your new hire a comprehensive view of who you’re trying to acquire as customer is the best way to help them understand critical things like:Which topics will resonate with readersWhat content will address buyer pain-pointsWhat tone your reader prefersHow long content should beWhat cultural references readers will understandAnd many, many more things. Even if you already have buyer personas created, don’t just hand them over and let your content creator do the reading. Walk your new hire through the personas, add a little color and some context from what you’ve learned along the way, and provide some examples of what types of content resonate the most (and the least) with your target audience. As your content creator learns what works and what doesn’t for your audience, they’ll be better equipped to make well-informed editorial decisions down the road.(Note: If you haven’t developed buyer personas yet, here’s a free template you can use to get you started.)Immerse Employees in Your IndustryYour bloggers need to know where your industry is headed, where it has been, and the key players they should be listening to. If your content creator’s only method for self-education is reading your competitor’s content, they’ll struggle to pen anything that’s sufficiently unique to stand out. Training for content creators should encompass both the state of the industry, and the best resources for continuing education.There’s an entire blog post about how to get content creators up to date on a new industry — check it out here — but the best thing you can do for a new content creator is provide him or her with some reading assignments. When new content creators start at HubSpot, for instance, they receive a list of the blogs and websites they should be reading on a regular basis — for news, for interesting industry insights, and for learning new trends. Making ongoing self-education an expectation of the job is key to long-term success.Create a Style GuideEven for serious word nerds, the prospect of writing a style guide can sound positively daunting. However, there’s a reason why style guides are status quo for content-focused organizations, from print magazines to creative agencies — they’re dang helpful. B2B specialist Tom Mangan writes that “consistency greases the wheel for consumers,” and a comprehensive style guide will save your editors and blog managers significant time over the long term. Here are some tactics to ensure the tedious process of sorting your style preferences out isn’t any harder than it needs to be:Pick Your Style: Leverage the work that AP, MLA, and Merriam-Webster have already done on your behalf. These guides are the brainchild of some of the world’s foremost experts on writing well. Pick a single style guide and dictionary, and stay with it, using it as the one-stop-shop for content creators.Call Out Buzzwords, Jargon, and Acronyms: Well-defined rules on how to approach your industry’s unique language are the best way to ensure you write content in English, not gibberish.Create a User-Friendly Structure: Incorporate a table of contents, and use alphabetical organization, bullet points, and numbered lists to make the guide easy to search and scan during the content creation process.Your style guide should be viewed as both a go-to resource, and a living document. Keep it fresh, and it will act as an invaluable tool for turning your entire company into valued contributors to your content culture.(Note: If the concept of creating an entire style guide sounds like too much of a hassle, you can adapt this free internet written style guide. It’s way easier than starting from scratch!)Fully Define Your ToneWhether part of the aforementioned style guide or a separate piece of documentation, somewhere you should have a written definition of your content’s tone. Every writer has their own natural voice — and that’s great — but it’s critical they can adapt it to your brand’s tone. As Elise Anthony points out, “brands stand out because voice and tone reflect the brand’s positioning — the secret sauce of what makes a service or product different.”A guide to tone should encompass all the details necessary to ensure your content feels like a conversation with one person. Does your brand talk in long sentences, or are you more to-the-point? Is your prose flowery or lean? Delve into defining your stance on humor, jargon, slang, and other factors which separate your company’s voice from competitors. If you can provide examples to your new content creator, even better.For instance, you might show how one sentence could be written two different ways, to align with two different tones. Let’s take the first sentence of this blog post as an example:HubSpot Tone (Professional, but Friendly): It’s a fabulous time to be a content creator!Brand X Tone (Buttoned-up): It’s a strong market for those seeking a career in content creation.See the difference? They say the same thing, just with a different tone. Every business has their own tone, whether they know it or not — be deliberate with yours, explain it to your new content hire, and give them examples of how they might emulate it.Invest in a Lot of Up-Front Editing TimeThere’s this tricky thing called nuance which even brilliant style guides, detailed buyer persona profiles, and the best writers in the world can’t quite nail down on the first try. Your training shouldn’t begin and end with a week-long crash course in style, tone, and personas. Ongoing editorial feedback is crucial for developing your new content creators — and they need to get it in the beginning. What happens if they don’t get critical editorial feedback when they first join? Well, there are two possibilities:1) They get no feedback, assume they’re doing a great job, and develop some bad habits that are harder to break later.2) They get no feedback, but know they’re not doing well because you reject all their work. They end up frustrated, unsure of how to improve.Your content creators are only as strong as their training. It’s more efficient for you to invest time upfront on editing, feedback, and clueing them in on your content strategy.MarketingProf’s Ann Handley strongly advocates for consistency in content, warning that your strategy could come across like “a brand performing random acts of content.” Your team of content creators don’t need to be perfectly uniform, but it’s critical to provide ongoing oversight to ensure you’re not missing any nuances. Assign team members to editing, provide constructive criticism, and act as a mentor until your new content creator knows your style and industry like the back of their hand.Just Get WritingFinally, there’s no better way for a new content creator to get up to speed than just cranking on content. Have them write. Write. Then write some more. Not every piece will get published, necessarily — but if you’re providing critical editorial feedback, they’ll quickly learn the nuances of writing for your company, and get over any of their initial content flops much faster.Helen Nesterenko is the founder of Writtent.com, an on-demand content marketing solution for blog articles, ebooks, and more. She’s passionate about building solutions that scale.  Image credit: Horia Varlanlast_img read more

Marketing Where They Don’t Belong? 5 B2B Brands Driving Results With Instagram

first_img Originally published Oct 3, 2013 2:00:00 PM, updated February 01 2017 Having just hit 150 million active users, Instagram has become a marketing channel too significant to ignore. However, many B2B brands have remained hesitant to engage in a platform dominated by latte art and puppy pictures.At TrackMaven, we were vexed by this question of whether Instagram could be a scalable channel for companies. Was there any science behind it?To try to decode Instagram, we studied all of the content published by companies in the Fortune 500 and just released a report with our findings. What we found was startling.While dominated by B2C brands, business-oriented companies were finding plenty of success on Instagram as well. We also discovered that brands on Instagram — whether B2B or B2C — had two consistent tactics they used that led to success.Community and CultureThe first primary reason brands take to Instagram, we found, is to create a “community and culture” channel, in which brands show what it is like working at their companies.Oracle is a great example of this, as it posts everything from pictures of its sailing team to snapshots of its employees engaging in volunteer work. In essence, Oracle is showing off the human side of Oracle. This activity drives strong engagement for them, as it consistently captures an average of 25 interactions per 1,000 followers.This tactic is an important one for many companies, as corporate social responsibility programs have become widespread yet are often are hard to promote. Since it’s a visual medium, Instagram provides a perfect channel for promoting your company’s volunteer work.Another instance of a B2B brand utilizing Instagram in this manner is VMware. The software company actually has a dedicated Instagram handle — VMwareCareers — in which it shows images ranging from its volunteer work to employee birthdays.VMware is showing people what it’s like to work there and being upfront that the end goal of its posted images is to get you to apply for a job.Brand MarketingNot only do B2B brands use Instagram as a culture and recruiting hub, but there are also companies like CBRE, General Electric, and Cisco that are successfully using it for more generalized brand marketing.CBRE, a commercial real estate services company, has been getting strong engagement by posting pictures of its various buildings throughout the country. GE has been uploading photos of its various jet engines in various stages of construction — from the factory floor to installed and in action on a 747. As for Cisco? The company posts content that promotes itself in numerous ways pretty regularly.To understand how these brands are finding success on Instagram, we first have to look a bit closer at their photos. These particular brands are religious about one thing: hashtagging.For example, CBRE posted a picture of Chase Tower (below) with the comment: “#ChaseTower #Chicago #downtown tallest building inside the #el loop tracks.” The use of multiple hashtags helps expand the company’s reach on Instagram (and the interesting photo of the structure helps as well).GE has done the same thing, as it recently posted this comment and hashtag with a photo: “Shooting the Turbulence Control Structure (TCS) at Site 7. The TCS is used to stabilize airflow during engine tests. #GEInstaWalk (at Peebles Test And Overhaul).”Cisco has also shown it’s savvy when it comes to hashtag use, including holiday-themed ones, which can garner a lot of attention. For instance, the company posted this on Independence Day: “Here’s to staying connected this holiday! Happy#4thofJuly!”Importance of HashtagsWanting to dive deeper, we ran an analysis of how hashtags were related to effectiveness on Instagram. In order to do this, we compared engagement (interactions per 1,000 followers) to the number of hashtags for all of the content we had collected.To our shock, what emerged was a clear correlation between the number of tags and the engagement rate. However, this pattern waned at five tags, perhaps because the content begins to look a bit like tag spam.So why are hashtags so important? What brands don’t realize is that Instagram is a social discovery platform — not a visual blog. Users are constantly searching for new content.Unlike other platforms, Instagram search is only for hashtags, so if you don’t tag your content, it’s being left in a desert with no chance of a non-follower finding it.Brands need to think about how they can best set up their content to succeed, and on Instagram, that means consistent and relevant tags.Instagram as a ChannelB2B brands should use Instagram as a tool to surface their culture to a larger audience or as a way to have new people discover their brand through Instagram’s social discovery features.The channel may be a great place to show off your banana rum French toast or the band you just saw, but with 150 million active users, it’s also an important place to show off your company culture and brand.Allen Gannett is the founder of TrackMaven, the competitive intelligence platform for enterprise marketers. You can follow him on Twitter at @Allen.Image credit: Jason Howie Topics: Don’t forget to share this post! 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12 Reasons to Integrate Visual Content Into Your Marketing Campaigns [Infographic]

first_img1K+Save 10 Interesting Stats About Visual Content1) The brain processes visual information 60,000 times faster than the time it takes for the brain to decode text. (Tweet This Stat)2) Visual content makes up 93% of all human communication. (Tweet This Stat)3) Your content can generate up to 94% more views if you add compelling visual elements and graphics. (Tweet This Stat)4) 14% more views can be generated by press releases if they contain photos when published. (Tweet This Stat)5) You can see a 37% increase in engagement from targeted customers if your article is optimized by adding more compelling visual elements. (Tweet This Stat)6) With detailed images, you can get the attention of up to 67% of your targeted audiences. (Tweet This Stat)7) 40% of users online will provide better and more favorable responses to a particular piece of visual content than other plain and text-based content. (Tweet This Stat)8) 85% of internet users in the United States watch online video. (Tweet This Stat)9) 26% of the 25 million smartphone users around the world watch online video at least once per day. (Tweet This Stat)10) Use of visual content in Facebook campaigns generates 65% more engagement after only a month’s practice. (Tweet This Stat)Are you incorporating visual content into your marketing campaigns? How does it perform compared to your text-based content? Visual Content Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlack Originally published Jul 18, 2014 8:00:00 AM, updated August 26 2017center_img Topics: When it comes to marketing content, the web is cluttered, and the competition is tough.This means it’s vital that your content be high quality, attractive, and memorable if you want to break through the clutter and capture the attention of your target audience.Luckily, a great way to make your content stand out online is to make it more visual. Visual content is not only easier and faster for the human brain to process, but it is also a great way to generate more views, clicks, and conversions.Download 195+ visual marketing design templates to use for social media posts, infographics, and more. The importance of visual content has been highlighted by the evolution of the social media sites marketers use every day to promote their content and brands online. Facebook continues to modify its News Feed to include larger and more prominently displayed images and videos, Pinterest is now the fourth most popular social networking site, and Twitter now pulls pictures and videos right into its timeline — and has used its recent profile pages update to allow for larger header photos and profile pictures.If you’re not convinced of the power of visual content or would like more in-depth information about visual content, take a look at the infographic below, created by Digital Marketing Philippines, for 12 data-backed reasons why you should integrate visual content into your marketing campaigns. Then scroll down for some interesting, tweetable stats about visual content that we pulled straight from the infographic.1K+Save last_img read more

The Sophisticated Marketer’s Guide to Generating More Leads With SlideShare

first_img Originally published Oct 17, 2014 8:00:00 AM, updated July 28 2017 To make sure your slide cover is readable, even with Facebook cropping, make sure all of your key information fits in the bounds of Facebook’s image dimensions.Text Should Be Readable at Small SizesYou don’t know how people will be viewing your cover. They may be clicking through the presentation in a tweet, or viewing it on their phones, or just looking at thumbnails on SlideShare’s homepage. You want your text to be readable in all of those situations, so opt for large, bold text on your cover.Use High Contrast Colors That Work for Colorblind AudiencesPart of getting people to notice your cover in the sea of other SlideShares is to use colors that pop. Make sure that you’ve choosen at least one vivid color in your color scheme to get your cover to be noticed.But when picking colors in your cover, you should also consider your colorblind audience’s needs. Make sure that your chosen colors have a high enough contrast (both in the brightness and in the hue) so that you’re not alienating a decent chunk of your audience. Be sure to check out this article for fabulous tips on designing for a colorblind audience.3) LengthAs far as how long SlideShares should be, there isn’t a ton of information out there on the exact length you should make it. Previous internal research we’ve done (albeit, it’s old) indicates that longer SlideShares are, the more views they’ll get.A little more recently, Demy’s SlideShare recommends keeping your length to about 60 slides. So I’d recommend using 60 slides as your starting point, and then testing for yourself to see what your audience likes.Now that we know the key elements to optimize within a presentation, let’s talk about the tactics you can implement to get people to convert on your SlideShare.How to Design Your Presentation to ConvertBefore you start sending people to your SlideShare, you need to make sure you’ve got it optimized for conversion — otherwise, all of that traffic will be a waste. Below are a few tips for getting your SlideShare primed to convert visitors. Keep in mind that these probably all shouldn’t be used simultaneously for every presentation you do — but they’re best practices you should try out.1) Include clickable CTAs throughout your presentations.One thing many marketers overlook on SlideShare is the ability to place clickable hyperlinks in your presentations. It’s super simple to do (here are some easy instructions to follow to set them up), but there are three very important rules to follow when placing them in your presentations:Don’t place them in the first three slides.SlideShare disables links in the first three slides of every presentation to discourage people from spamming the site with light presentations filled with links. So if you’re going to add in clickable links, know that you can only do it after slide three.Only place links in the middle of the slide.On every SlideShare, there are areas on slides that you can click to advance to the next slide or return to the previous one. If you put links in these areas, they won’t work. The sections are highlighted in red below: Lead Generation Place important CTAs early on in the presentation.In our own SlideShare presentations, we’ve seen way more conversion come from CTAs that are placed earlier in the presentation.Even if you can hook someone with a great story, compelling copy, and fluid design … they may not want to stick around. By placing the CTA early in the deck, you can get more people to see it — and maybe convert on it, too.I’d suggest putting your first CTA right after your slides’ introduction. That way, people have enough time to understand why the presentation was created in the first place, and they can choose to convert if they’re bored.2) Make a CTA the last step of the story.You’ve already mastered this SlideShare storytelling thing — why not make that story work harder for you? Set up properly, you can actually use your story to entice people to download the CTA. Usually, people will publish a story with a set number of steps or tips. At the end, they’ll tack on a slide with a relatively random CTA to their website.HubSpot’s Sidekick team ran a test to see if making the last CTA in the SlideShare as the final step in the story increased conversions. Below, you can see the last three slides of our presentation. We finished up our story, provided a metric on our users, and ended by making it clear that readers could be among those already succeeding with Sidekick by clicking the blue “Just click here” button. (Hint: That was our CTA.)This last slide is responsible for nearly half of all clicks from this presentation’s refferals to our website. 3) Disable SlideShare’s PDF download and create a specific CTA within the presentation to download a high-resolution version of the presentation.Every SlideShare presentation has a built-in option for users to download the presentation. The only problem is that they don’t have to fill out a form to do that — they can just click “download” at the top of a SlideShare presentation. So if you’re using SlideShare as a lead generation tool, this could be hindering your efforts.One way to give the people what they want (free download!) while giving you what you want (leads!) is to disable your presentation’s downloads via SlideShare and add a slide to your deck with a CTA to download the slides via your site.The Sidekick team tried this tactic, too. Previously, .4% of all visitors on our best SlideShare downloaded the PDF from SlideShare. Then, in late September, Sidekick Growth Marketer Anum Hussain added in Slide 9, which is a CTA to download the SlideShare as a PDF:Out of the next batch of views the presentation received with this new slide, 2% of all visitors downloaded from the landing page — a 400% increase.The great part about this tactic is that once you get people to your landing page, you can serve them targeted smart content to make their conversion process even easier — and your lead volume increase.You can do this by swapping out your form with a “Pay With a Tweet” option for the people who are currently leads. That way, they don’t have to give you information you already have — instead, they can access the content just by sharing the landing page URL with their network. And who knows, maybe other people will spot that link, click on it, and convert. More new leads for you, much less work for your leads. (If you want to learn how to set this up, click here.)Bonus: If you’re a PRO user, use the lead capture forms.All of the other tips above can be used by any SlideShare user. This one is only available to current PRO users. Because of SlideShare’s new account structure, you can’t sign up for a PRO account at the moment — and that’s the only way to access their lead capture forms.If you do have the lead capture feature, you should try enabling it. You can make it pop up either after slide 10, or at the very end of the presentation. After you’ve collected leads, it’s easy to download a CSV and upload it into your contacts database.This is definitely one that should be a “bonus” for your SlideShare lead generation activities — not something to worry too much about at the moment. SlideShare is in the process of restructuring how you pay for the lead capture feature, and should release something in 2015. When that happens, you should take a look to see if it’d be worth it for your company to purchase.How to Get People to View Your Presentation So They Can ConvertOkay, so your presentations are in tip-top conversion optimization shape. Congrats! For your presentations to actually generate leads, you’re going to need to ramp up their traffic, too. Below are a few pro tips for doing just that.1) Optimize it for search engines.The great thing about SlideShare is that it’s a very high-ranking domain — so the content you put there has a good chance of ranking highly if you optimize it properly.Optimizing your SlideShares is very similar to optimizing your blog posts — make sure you’ve keyword optimized your titles and descriptions. The only other thing you should know about is that SlideShare automatically transcribes your presentation — so if possible, make sure your presentation has been properly optimized with keywords, too. (That is, without overstuffing.)2) Embed your presentation on your blog and include a blog post link in the description of your SlideShare.One of the easiest ways to promote your SlideShare is to embed it on your blog. Not only will this help you get leads via the SlideShare itself (more on that below), but the blog post itself should have a CTA on it, too — giving you more opportunities to convert someone into a lead. If you want some ideas for picking the right blog post to promote your SlideShare, check out this blog post.Once that blog post is published, make sure you’ve included its link in the description of your SlideShare, too — just another opportunity to get people on SlideShare to visit your website (and hopefully convert).3) Share the link on social networks.Promoting content on social networks is probably one of the first things you would have done anyway, but there are a few tips and tricks for making your social posts even better for SlideShare promotion.FacebookWe’ve already talked about Facebook a bit. Outside of optimizing your cover to be shared on Facebook, there’s not much more you should do for the network.TwitterTwitter, on the other hand, should be handled differently. Now, Twitter embeds SlideShares in tweets, so people can view your presentation without clicking through to SlideShare.net. Pretty cool, huh?To ensure that happens, you just need to share a link to your SlideShare directly — not the blog post hosting your SlideShare. This link can be shortened though — the presentation will still appear within your stream.LinkedInJust like Twitter, LinkedIn also allows people to click through SlideShares without leaving their news feeds. The only difference you need to know is that it won’t embed the presentation if the URL is shortened.Instead, grab the full URL with tracking tokens attached (so you aren’t losing out on analytics), and then paste that into your LinkedIn status update window. Voila — SlideShare can be clicked on and you still get the data you need.4) Add prominent “Share This Presentation” CTAs within the deck.Let your current SlideShare viewers generate more traffic for you by prominently including “share this presentation” CTAs throughout the deck.These types of CTAs only work when they’re prominent. (We’ve seen that just including the Twitter bird logo to signify that you can tweet something on a slide doesn’t drive a lot of results for us. And because you don’t want to be overly spammy, you’ll only want a slide or two of these prominent “share this presentation” CTAs — preferably one close to the beginning and one close to the end.5) Notify interested customers and leads via email.It seems counterintuitive to send a piece of content to people in your database if you want new people in there, but it’s worked wonders for us at HubSpot. The key is to make your email about two things, and two things only: 1) Viewing the presentation, and 2) Sharing the presentation with others if they like it.If you’re curious about how to set this all up, check out this post for a full tutorial on getting your existing contacts to market your content for you.6) Targeted outreach to industry blogs.After your SlideShare has accumulated some views (thanks to your above promotions), you’ll want to reach out to a few industry blogs to see if they’ll want to cover it.Remember to make your pitches super targeted — don’t blast out your SlideShare to anyone who’ll listen. If you’re sending it to a few blogs who are very relevant to your SlideShare and their audience has already shown an interest in topics and formats like your SlideShare covers, you should have a much easier time getting noticed.Measure, Iterate, and RepeatNow’s the part where you can sit back and let the leads roll in.But don’t sit back for too long. Take time to celebrate, but there are still things you can (and should) do to squeeze more lead generation juice out of your SlideShares.Find the weak links in your conversion path.When you’re analyzing your success with SlideShare, don’t forget to look beyond views, clicks, and leads. Those are obviously the most important if your goal is to generate leads, but I’d suggest looking at the entire funnel to see the effectiveness.The results may surprise you — you could find that while SlideShares don’t convert particularly well for you in terms of raw leads, they do convert faster, or they’re higher quality leads, or the customers bring in more revenue. And since those are all metrics your CMO and the rest of the C-Suite care about, you might still want to continue with SlideShare creations even if the raw number of leads aren’t there.Of course, to measure all of this, you need closed-loop marketing software. (HubSpot customers, you’re covered.)Tweak your presentation to fix your conversion path, and reupload.After you’ve analyzed your first few lead generation SlideShare presentations, you’ll probably want to tweak the presentation to improve your conversion rates.One of the best things about SlideShare is that to tweak your presentation, you just need to reupload an updated version — no need to start from scratch every time you need to make a change. All of the important information stays the same (URL, title, meta description) — the presentation itself just appears as the newest version.Run future experiments on high-performing SlideShare presentations.As you can tell, this SlideShare optimization process is iterative — you make a brand new presentation, run some analyses on it, make some smaller changes to optimize it further, analyze those changes, and so on and so forth.Once you have several presentations that get a lot of traffic, you can use them to run smaller experiments too — no need to launch a brand new SlideShare every time you want to try some other conversion test.And that’s basically it folks: a comprehensive guide to generating leads with SlideShare. These are all based on examples and data we’ve found, but we could be missing some ideas. For instance, LinkedIn has written the Sophisticated Marketer’s Guide to LinkedIn, outlining some best practices for integrating your SlideShare presentations with your LinkedIn profiles. What other tips do you have for generating leads through SlideShare?center_img Topics: If you’re reading this post, chances are you already have the SlideShare basics under your belt. You’ve uploaded a few presentations. You know you need a compelling story, beautiful design, enticing call-to-action, and solid promotion plan — and you’re comfortable executing on all of that in your slides.Click here to download our templates for killer SlideShare presentations.But you feel like there’s still more you could be doing with the platform. You want better copy, and better design, and better promotions, and better CTAs, and better results (usually in the form of leads). Unfortunately, the recommendations you’ve found so far have been fairly surface-level. If this sounds like you, I’d recommend you keep on reading. We’ve compiled an in-depth guide to generating leads with SlideShare, showing you how to design, optimize, and promote your presentations to get more traffic and leads. Check it out below — and if you have any other tips you’d like to add, let us know in the comments. Note: If you want to get up to speed on the basics of SlideShare, here are instructions on how to get started, tips for making your slides even better, and several different presentation templates (download one here, and another here).The Key Elements to Optimize in Your SlideShare PresentationsGreat SlideShare presentations aren’t great because of just one thing — they often have some combination of a great story, copy, design, and promotion that’s difficult to codify and replicate. That being said, if you’re trying to take your presentation from good to great, there are a few components you should be optimizing. 1) TitleTitles are arguably the most important part your SlideShare — it’s the only part of the presentation most people will see before they decide to view it, particularly in social media and the SERPs, so you better make sure it’s a good one. Headlines often feel subjective — and truthfully, they are — but there are some formats you should try out to boost your traffic:Go NegativeBeing a Debbie Downer can come in handy with your titles. According to a recent study by Outbrain, the average clickthrough rate on headlines in their distribution network with negative superlatives was 69% higher than that of their positive counterparts.So in your next SlideShare, try opting for the “worst” angle instead of the “best” — it could give you a boost in clicks.Include NumbersAccording to a headline analysis by Conductor, the most preferred headline format by surveyed individuals was numbered headlines:So instead of framing your SlideShare as “How to Double Your SlideShare Traffic” (we’re going to go meta here), you should trying positioning the title as “15 Little Ways to Double Your SlideShare Traffic.” Keep Your Title to ~55 CharactersYou already know how important search is to getting people to find your presentation. If your title is too long, your SERP CTR could plummet.Though there’s no magic number to make your title length, Moz research indicates that you should keep your titles to 55 characters or so to avoid having your headline cut off in search. Bonus: Moz even created a preview tool to help you test out what your headline looks like in search. Before deciding on your next SlideShare title, test it out in their tool.2) Cover The next most important aspect of your presentation to optimize is your cover — on certain social networks and on SlideShare itself, it’s visible to users prior to clicking on your presentation. Cover optimization is less about using red instead of green or choosing Helvetica over Impact, and much more about making your presentation readable (and enticing) no matter who you are or what technology you’re using to view it. Here are a few tips to keep in mind.Create Covers With Facebook Cropping in MindRight now, SlideShare doesn’t allow you to select a preview image for social networks. So if you haven’t optimized your cover properly, Facebook may crop your cover thumbnail is a weird, unreadable way. You can see what this looks like in this slide from Nick Demey: Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlacklast_img read more

The Secrets to Building a High-Growth Marketing Team

first_img Recruiting Tips Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlack Originally published Nov 5, 2014 8:00:00 AM, updated February 01 2017 Congratulations on that budget approval! It’s time to start hiring and building your marketing team.While there are many moving parts when it comes to executing a high-growth marketing operation, the people on your team should be high on your list of priorities. No matter what brilliant strategies and technology you deploy, it is still the people that will most determine success or failure.Once you figure out the structure of your team and the roles that you need to fill, then it comes down to creating an efficient process for finding and closing the right candidates.I have seen a lot of processes fail and a lot succeed. There is no magic playbook that will fit every company, but below are five steps to hiring and three golden rules that I’ve found to work well in my experience of building high-performing teams.The Hiring Process1) Foster employee referrals and in-house recruiting.The best employees come from the best employees. In other words, you will have the highest rate of success by sourcing candidates through referrals from your existing staff.A great way to encourage referrals is by setting up an incentive program. I’ve found the key here is to reward both participation and success. At two of my previous companies, we paid employees a bonus for any referral that was ultimately hired, but we also put everyone who submitted a referral (whether their candidate was hired or not) into a monthly drawing for great prizes.Another tactic to consider is making it super easy — even automated, if possible — for employees to share job postings through their social networks, particularly LinkedIn. Several commercially available recruiting tools offer this capability, and some can even identify the referring employee who posted the link, making it easy to track online submissions and tie them back to the right employee.If you need the extra help that comes from a professional recruiter, I strongly suggest bringing them in-house as well. It’s amazing how much more effective a recruiter can be when they get a direct feel for your culture, office dynamics, and people. If you can only afford to work with a part-time contractor, then bring them into your office whenever possible and offer them a spot to work.2) Forget the cover letter; focus on the resume.Not all of my peers will agree with this next step, but I have not read a cover letter in over 15 years and I don’t plan on doing so anytime soon. (In fact, I’d like to officially start a “kill the cover letter” movement.) There will be plenty of time to assess a candidate’s passion, writing skills, and experience later. At this stage, you should just be trying to narrow down the stack to candidates worth talking to.Much like visiting a company’s home page, I just want to make a quick assessment a candidate’s skills and what they bring to the table — which is exactly the purpose a resume serves. In fact, I’ll take it a step farther: I can get all I need from a candidate’s LinkedIn profile. In my business, I would look at it as a huge red flag if someone did not have a solid profile up on LinkedIn. So why essentially duplicate this step and have candidates create a separate resume? Let’s kill that, too! Take a look at their LinkedIn profile, ensure the necessary boxes are checked, and assess how well they’re marketing themselves to the world.3) Phone screen candidates.When you’re ready to start talking to a candidate, set up a 30-minute conversation with him or her either over the phone or on a video call. Your primary goals for this call should be to assess communication skills, validate current/recent job skills, and understand why they are open to a new job — your job, in particular. Then, dedicate half the call to answering their questions. You’ll find you learn a lot about a person by the questions they ask you.4) Give them homework.Nothing helps determine how qualified someone is for your job than having them do the job. You’ll come to understand more about their thought process and their ability to learn quickly, organize information, and communicate it effectively.Come up with a short assignment that’s relevant to the position they’re applying for — something like writing a blog post or coming up with the first draft of a campaign or launch plan. Make it something that will requires some critical thinking but doesn’t take a whole lot of time. Give the candidate 24-48 hours (or a weekend) to complete it.5) Bring qualified candidates in to meet the team.If your candidate passes the phone screen and performed well on their homework assignment, then it’s time to bring them in to meet the team. Include people who would be the hire’s direct teammates, but you can also choose people from other departments such as Sales or Product. I generally want the group that meets the candidate to be around four people. If you have more like seven or eight, then have the team “double up” and do a group interview session.Ideally, each interview should be 45 minutes. Much less than that will prevent you from getting into any real detail. Have the interviewers review the candidate’s homework so they can discuss it in the interview — it could lead to some interesting discussions and insights. Finally, make sure each interviewer focuses on different topic areas. Here are examples of great interview questions to get you started.6) Check their references.The main reason to require references is to simply make sure candidates have them. Are they able to come up with relevant people who are willing to speak on their behalf? I generally ask for three, but you I generally only reach out to two. It’s good to mix up the reference types as well: Ask for a previous manager or superior, a former peer, and a former employee if applicable.References will be positive most of the time. (After all, the candidate selected them.) Still, it’s good to try to dig beneath the surface a bit by asking them about weaknesses or areas of improvement. Why would they hire or work with that person again? Can they give you specific examples from the candidate’s work experience? When possible, also try to get some of the infamous “back-door references:” Find out if you or any of your employees are connected to people that have worked with the candidate, and reach out to these folks to get a feel for how the candidate was perceived in the workplace. You can even get a different viewpoint on an issue or accomplishment that was discussed in the interview.7) Address final concerns.If you are strongly considering giving a candidate an offer, then bring them in for a final round of interviews. (This makes three interviews total, including the phone screen.) In this round, your goal is to address any final concerns or questions that the candidate might have. You shouldn’t need to convince or beg them to join you at this point, but you should be ready to do some selling. Try to schedule some time with the CEO or another executive. Highlight office perks and give them a tour. Take them out for coffee or lunch. Finally, end the meeting with an offer discussion and try to seal the deal.The hiring process I just went through should give you a pretty good framework for how to run your own. But, no matter what you add or tweak to it, keep in mind the following rules of thumb when hiring new employees.3 Golden Rules To Hire By1) Don’t hire jerks.There is a great quote from Reid Hastings, the CEO of Netflix: “Do not tolerate brilliant jerks. The cost to teamwork is too high.”I couldn’t agree more. While it sounds obvious to not hire a jerk, believe me, it’s actually very easy to look past personality flaws and be overly wowed by experience, raw intellect, or connections. However, the impact on the rest of your team could be disastrous. If there is even the hint of personality conflicts and jerky behavior, you should bail.2) Employ the 50/50 rule.An extension of the above policy is the 50/50 rule: 50% of the hiring decision should be about skills and 50% about personality and team fit.Assess how this person will fit in with and positively add to the company culture. Will they be able to collaborate with and get along with their teammates? Are they fun to be around? Don’t underestimate that last point; we all spend a lot of time with our coworkers and you will be much more productive if you actually enjoy that time.  3) Value all-around skills and passion over niche skills.We occasionally hear when professional sports teams draft the best available athlete, as opposed to trying to fill a specific hole on the team. The same choice often exists in marketing, and as a general rule, I believe in valuing all-around skills, brainpower, and passion over specific experience or narrow skill mastery.There are exceptions to this rule though. For example, if you are going to invest a large portion of your budget in search advertising, deep experience in this field may be necessary. Generally speaking though, for high-growth marketing teams, chances are your staff is going to need to adapt to changing needs, landscapes, and technology — meaning you’ll need people with the flexibility to thrive in that environment. Much like the five-tool player in baseball, you may need a marketer that can transition across blogging, social media, PR, SEO, and website marketing.  No matter what type of business you have or which stage of growth you’re at, you’ll experience many challenges in hiring and building a championship-level marketing team. Hopefully these tips can help be your guide, or at least allow you to question and improve your current process. Topics:last_img read more

21 Revealing Statistics About Content Marketing in Asia Pacific in 2016

first_img51% of marketers in Asia plan to increase investment in promoting their content via earned media (PR & social sharing). Tweet this stat  35% of APAC marketers rate e-newsletters or online magazines as effective forms of content marketing. Tweet this stat  37% of marketers in APAC find Facebook advertising to be the most effective form of paid promotion. Tweet this stat Asia Pacific marketers are focused mainly on top-of-funnel when it comes to measuring the success of their content marketing.69% of APAC businesses use website traffic to measure of content marketing success. Tweet this stat  56% of marketers in Asia Pacific struggle with content strategy. Tweet this stat  58% of marketers in Asia struggle to define the best content & influencers to build reach and support conversion. Tweet this stat Want to see more data on the state of content marketing in Asia Pacific alongside commentary from some of the region’s best content marketers? Check out the full report here: The Asia Pacific Content Marketing Report 2016. 53% of marketers in APAC struggle to produce enough content. Tweet this stat APAC marketers are finding success with blogging and paid promotion on Facebook.47% of marketers in APAC have the most success with blog posts and articles. Tweet this stat  71% of businesses in ANZ said they are producing more content in 2016 than in 2015. Tweet this stat  62% of APAC businesses are creating more content in 2016 than they did in 2015. Tweet this stat  49% of businesses in APAC intend to increase their content marketing resources during the rest of 2016. Tweet this stat Businesses in Asia Pacific are doing content marketing, but haven’t quite cracked it yet.70% of APAC businesses feel their content marketing efforts are limited, basic, or inconsistent. Tweet this stat  Do you know how your content marketing efforts stack up compared to other companies in Asia, Australia and New Zealand?To make content marketing work for your company, it’s useful to have some idea of how other businesses are succeeding.It helps you find and fix gaps in your own approach to content strategy, content creation and content promotion, and helps you to develop a realistic view of how you should budget and plan.To help out fellow marketers in Asia Pacific, our Australian and Singaporean teams dove into some data on the state of content marketing in APAC. Alongside SurveyMonkey, we surveyed over 700 marketers across Asia, Australia and New Zealand to see where they’ve been focusing their efforts, where they’re struggling, and what their plans are for the remainder of 2016 and beyond.To learn about these findings in more detail and get access to insights and tips from local content marketing experts, download the full Asia Pacific Content Marketing Report 2016 here.21 Revealing Statistics About Content Marketing in Asia Pacific in 20161) Key Statistics Revealing the State of Content Marketing in Asia Pacific in 2016Marketers in Asia Pacific believe in the power of content marketing to generate ROI.Marketers in APAC believe content marketing to have the most commercial impact on their business.  Tweet this stat  Almost a quarter of marketers in ANZ are planning to increase resources to assist with content marketing. Tweet this stat  68% of marketers in ANZ plan to increase investment in promoting their content via earned media (PR & social sharing).Tweet this stat 3) Key Statistics on the State of Content Marketing in Asia 2016Only 40% of businesses in Asia are convinced of the value of content marketing & can measure its ROI. Tweet this stat  Originally published Sep 11, 2016 4:00:00 PM, updated February 01 2017 62% of businesses in Asia struggle to create sufficient volumes of quality content. Tweet this stat  50% of businesses in APAC are doing content marketing, but have no strategy. Tweet this stat The key issues with managing content marketing in this region are the creation of quality content and developing a strategy.57% of APAC marketers say producing quality content is an obstacle to their success. Tweet this stat  62% of APAC marketers measure their content success using social shares. Tweet this stat 2) Key Statistics on the State of Content Marketing in Australia & New Zealand 201652% of businesses in ANZ are convinced of the value of content marketing & can measure its ROI. Tweet this stat  Topics: Marketing Data Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlacklast_img read more