For many brands, creating a steady stream of original content is an ongoing headache. In fact, more than half of the respondents to a Content Marketing Institute and MarketingProfs joint survey last year said that producing content was the greatest challenge facing marketers.
There are several ways to tackle this challenge including hiring a dedicated staff, outsourcing to an agency or a team of freelancers, licensing content, or curating content from third-party sources. This article explores the latter, as content curation can alleviate several of the pain points marketers typically face while providing a regular flow of brand-appropriate content.
Many people start marketing on social media, but find it can be difficult to generate scalable leads. One of the biggest challenges is that you typically need to drive people off the site they're on and direct them to one of your landing pages, where you can collect the lead. Sending people off a social media website has notoriously had a low conversion rate. In order to help marketers avoid this problem, Twitter has developed Twitter Lead Generation Cards.
What are Twitter Lead Generation Cards?
Social Media: a world of teenagers tweeting z-listers, visual reminders of those moments only your mates were supposed to witness, oh and as if I almost forgot the many pictures of your neighbour's garden that quite frankly nobody cares about, yet still manages to get dozens of 'likes' regardless. Now, without going off on too much of a tangent, that's what social media is all about right? Wrong.
Surprisingly, or perhaps unsurprisingly, this perception of social media is exactly why many B2B marketers are put off integrating it into their existing marketing efforts. Well that among other things.
Email is one of the best ways to reach consumers. So when you see your email unsubscribe rate spike, that means your consumers aren't just no longer interested in reading your content, they don't even want to see it in their inbox anymore. Ouch.
"Marketers cannot afford to ignore unsubscribe rate," says Susan McPherson, SVP of CSR at Fenton. It's one thing if consumers aren't opening your emails, but if they're actively unsubscribing, you have some work to do.
Twitter launched retargeted advertising today in mobile via an ad product the company calls "tailored audiences." The product had been in private beta for three months, but is now available globally to any advertisers.
Essentially, since you visit Twitter on both mobile and desktop, Twitter knows both who you are and can connect you with your online browsing history, via cookies in your browser and ad exchanges. So, if a Hawaiian hotel wants to advertise to people who might be interested in taking a vacation on the Oahu, it can now go to Twitter, ask for an audience of people who have recently visited Hawaii vacation-oriented sites, and promote its tweets directly to those people.
Here's how Twitter explains it:
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