LinkedIn recently announced the Content Marketing Score and Trending Content ranking. The LinkedIn Marketing Solutions blog points out the need for these tools by citing a survey from The Content Marketing Institute saying that 93% of B2B marketers use content marketing but only 42% consider themselves effective at it. The Content Marketing Score is calculated by measuring unique engagement (gauged through social actions) divided by the company’s total target audience. So, it’s an influence or engagement score.
In his Tech Crunch blog, Anthony Ha (@anthonyha) posed the question “Is it basically a Klout score for LinkedIn?” Well, sort of. The Content Marketing Score operates within LinkedIn’s walled garden whereas Klout accounts for all major social networks. Also, the Content Marketing Score is purely for companies whereas Klout applies to both company brands and individuals.
In a further effort to monetize the platform and bring in more ad dollars, Twitter will introduce 15 new ad products over the next six months.
Twitter plans to roll out 15 types of new ads over the next six months in an effort to boost revenue and attract new advertisers, according to reports by The Wall Street Journal (WSJ).
The first batch of these new ad products will supposedly be released in a few weeks. They will follow Facebook's strategy of encouraging users to download apps through Twitter.
Twitter has been broadening its advertising capabilities in the past few years. In mid-2010, the social platform launched the first of its "Promoted Products" in the U.S., namely Promoted Tweets, which soon extended to Promoted Trends. In late 2013, Twitter introduced Tailored Audience Advertising, through which marketers can target consumers based on what they have said in the past. Recently the company unveiled its photo-targeting tool, as well as free "pinned tweets" to select personal accounts.
Social media isn’t just about following your friends or posting pictures of your food anymore. Companies all over the world are using it to engage with customers more personally than ever before. Smart uses of social media not only increase brand awareness, they promote customer loyalty and enthusiasm. Using social media correctly is a must if businesses wants to reach out, but doing so in new and innovative ways can sometimes be a major hurdle. Here are a few examples of companies that are taking the right approach to social media.
1. Southwest Airlines
Many brands that have invested in content marketing over the last few years took a strictly owned media approach. They created copious amounts of content and published it on their own websites via a blog or something similar. After that they used their own social channels to broadcast the content.
Five years ago, that type of content marketing could move the traffic and conversions needle because most industries weren’t yet saturated with helpful content online. It might take six to 18 months, but eventually Google and the other search engines and organic social sharing would send enough sustaining traffic.
Whether you've been engaged in digital marketing for years or 2014 is the first year you’re exploring this opportunity, you'll need a digital marketing strategy.
Now more than ever is a great opportunity to look at what worked and what didn't in the previous year and set new goals for the year ahead. Here are some steps you can take for planning your digital marketing strategy.
If you did some digital marketing in 2013, what worked and what didn't? Try to look at both qualitative and quantitative data as much as possible as opposed to relying on your own personal feelings about a strategy; your favorite approach may not have been the one that connected with customers.
If this is your first year of digital marketing, examine what did and didn't work in your offline marketing.
You just came up with the best Facebook post ever. You post it at an optimized time and wait. And wait. Why isn’t anyone liking it?!
You’re not alone. Creating engaging content ideas is a daily battle for small businesses and their social media strategies in general.
Finding content to post on social media platforms can be incredibly challenging. While it may be easy to know what your friends will like on you personal page when you post, it is much more difficult to know what your target audience will like on your business page.
If only we could post photos of babies, engagement rings and puppies on our brand pages and get that same reaction. Just kidding! I’m grateful that’s not the reality we live in.
- 17 Quick Ways to Master Your LinkedIn Profile
- Why Is Facebook Page Reach Decreasing? More Competition And Limited Attention
- Facebook tests a new ‘Save’ feature for your favorite posts (gallery)
- Measuring Social Media Marketing and your ROI
- Say Goodbye to Corny Stock Images with the Ultimate Resource
- Twitter Rolls Out Free "Pinned Tweets" to Select Personal Accounts