Marketing is evolvingMarketing: What's Working and What's Not? image ghostsofmarketing infographic kapost 1 tb5ak9 – or maybe it's that consumers are evolving and marketing needs to evolve with them. What worked last year, might not work this year. So, I ask this question about marketing: what's working and what's not?
To help answer that question, Kapost put together this infographic on the Ghosts of Marketing. I'm not sure it tells us anything we didn't know already, but it's a nice visual of what's working and what's not in marketing.
What's working and what's not?
Cold Calling: It probably comes as no surprise that cold calling doesn't work. Yet, that doesn't seem to stop the myriad of businesses calling my house. And, I've NEVER bought anything from someone on the phone. Using predictive analytics (the marketing future) helps predict who will buy and makes cold calling more effective, but I think we need to question how long businesses can use cold calling before the government steps in — especially given the receiver may pay for the call if it's a mobile phone.
Content farms: Google made sure online marketers would focus on content, but many simply turned to content farms that mass produce poor quality content then sell it for ridiculously low prices (such as $1) to multiple sites. Well, Google fixed that along with other SEO tricks. I recently bought a subscription to CopyScape because I'm getting so many guest posts that I need a way to ensure they're original.
Despite the many trends that have popped up over the past few years in the realm of marketing, one fact remains constant: content marketing is here to stay.
Whether you realize it or not, you're probably already using content marketing in one form or another. The more channels you use, the more ways you have to connect to potential and existing customers.
If you're looking to engage with your customers and potential customers, social media is a fantastic platform. After all, it's just one giant conversation. And if you do it right, people will click the links you share (many should link back to your site or blog) and end up in your inbound marketing funnel.
Here are some strategies for using the most popular types of social media successfully:
- Twitter: Best for short shares, questions, or comments. Ask an engaging question that relates to a blog post or tweet a quote from your blog, then include a link.
- Facebook: Your Facebook page will be more appealing if you include an image with each share. You can ask longer, more thought-provoking questions of your audience here. Also great for company news, fun behind-the-scenes photos, and off-the-wall shares.
- LinkedIn: Keep the focus business-driven. Share content on your personal profile, company page, and in relevant groups.
- Google+: Again, photos speak a thousand words. Users particularly respond to questions here.
Ever wonder what the top content marketers in the world are doing? What their strategies look like? What mediums they focus on? How are they so darn successful?
Yeah. Us, too.
Which is why we've been doing a series that gives a little insight into the content marketing tactics and the underlying mindsets of our Kapost Top 50 Content Marketing Brands—those content marketing giants who have seen huge successes in 2013.
Today, we're going to talk about #7 on our list: bold and brilliant Red Bull.
First, Let's Talk about Foundation.
Before we dive into their content marketing tactics, it's important to recognize that the foundation for every marketing effort is Red Bull's strong, clear brand personality.
They associate themselves with extreme sports, bold moves, and risk-takers. Their brand is full on energy, excitement, and the idea that anything is possible.
And every image, tagline, campaign, and content piece backs up this brand personality, which helps build excitement, brand advocacy, and trust.
Now, onto Their Content Marketing Tactics...
So, what kind of content is Red Bull creating with their extreme brand in mind? Well...
When it comes to teams, everybody has a specific position that caters to a different part of the common goal. During a website redesign, this couldn't be more true.
From the beginning, a Senior Consultant/Project Manager, Designer, Developer, Content Specialist and Marketing Technologist work with the client to analyze the old site and plan the new one. Goals are discussed. Calls to action and navigation are discussed. A content strategy is discussed. Every small detail is covered so the process is as smooth as possible. Once everything is in place, it is time for the different positions to break off and start working on their tasks.
While the Senior Consultants are the main point of contact and oversee the project, the Designer and Developer plan and execute the look of the new site and the Content Specialist reviews the content strategy, what is the role of the Marketing Technologist? As a Marketing Technologist, here is what I do during a website redesign.
Create a Redesign Workbook
In the beginning of the website redesign process, I am making sure I have everything I need to do my job during and after the redesign. Before I start gathering this information, I build a simple workbook in Excel to keep track of it all. This workbook will contain the sitemap of the former website so I can set up the redirects, as well as login information for the client's accounts, including:
I know you are incredibly busy with Holiday stuff right now, but take a moment to save these great guides before you forget! They are free and have some fantastic ideas for improving your social media marketing ROI. In fact, they'd make a great little gift to send to your friends and it only takes a moment to pass this email along.
1. 101 Companies Rocking Social Media
Grab this free collection of 101 Companies Rocking Social Media to get ideas for sprucing up your social media strategy! The collection will take a look at some of the best companies in the social media space, and give you some inspiration for rocking your own social presence.
Get your free copy here: http://bit.ly/1bcxtcC
2. 53 Examples of Brilliant Homepage Design
Your homepage is undoubtedly one of the most important pages on your website. Flip through these 53 examples of brilliant homepage design to inspire your own homepage design strategy!
Get your free copy here: http://bit.ly/1cz9MfJ
3. 10 Useless Things to Cut From Your Marketing
As marketers, we're overwhelmed. It seems like every week there's something new we absolutely must be doing, lest we get left behind. But how do we know which efforts are actually a good use of time and budget? Check out this guide of 10 things you can cut from your marketing today to help you become a more efficient marketer.
Get your free copy here: http://bit.ly/ITdkSv
I've recently been doing a bit of research on space exploration. The hunt has inevitably led me to stories about SpaceX founder (and billionaire genius) Elon Musk, a man whose mission to colonize Mars has led to the development of self-landing rockets, among other innovations over the last few years.
In the course of geeking out about such rocketry, I stumbled across two Musk interviews that inadvertently illustrate one of the biggest conversational mistakes — and missed opportunities — I see people make every day. Coincidentally, they're both by men named Rose: Kevin Rose, founder of Digg and partner at Google Ventures, and Charlie Rose, the veteran PBS/CBS interview host. Each had the chance to interview one of today's most fascinating innovators, but one of them succeeded in a slightly more enlightening (and less awkward) interview.
The difference was in the questions they asked, and specifically how they asked them. See if you can spot what's going on:
- Google Plus or Minus: Some Pros and Cons of the Website
- Social Advocacy and Politics: World of Spycraft
- What Every Online Community Manager Needs to Succeed in Business
- How to Keep Your Content Strategy Relevant in 2014
- How to Outsmart 90% of Marketing Job Seekers
- Where is Content Marketing Headed in 2014? [Infographic]