You finally get the C-suite on board with implementing a content marketing program. Not just starting a blog or Twitter account, but developing a strategy and using a real plan – one that understands your audience, how to meet their needs, and where to find them.
Fast forward … You started. You sweated. You launched. Your audience took notice and took action. Your strategy is working (for the moment) and your client/boss is happy. But before you put on your party hat, beware the trouble that may lie ahead.
HANDPICKED RELATED CONTENT: How to Grab C-Suite Attention With Relevant Content
What can go wrong?
A lot. When a fledgling strategy nobody initially cared about suddenly brings eyeballs and customers to your company, internal dynamics can change. There may be heightened interest i [...]
For many content marketers, social media strategy never gets beyond the spray-and-pray process of sharing a new piece of content with the widest audience possible, and then measuring if anybody engaged with it. It’s based on an idea that if you just keep creating new content and pushing it out, results will come.
But, as Jonathan Crossfield puts it, “In social media, the audience pulls the strings.”
In #socialmedia, the audience pulls the strings, says @kimota.Click To Tweet
As content marketers, we must take a step back. Just as we put time into creating a content marketing strategy, so too do we need to create a social media strategy specifically tailored to our content goals. And this begins with establishing the right social media KPIs (key performance indicators) for those conte [...]
For nearly a quarter century, the digital ad business has been acting like a depraved, sociopathic child – growing like wildfire while recklessly betraying, undermining, and pissing off virtually everyone in its global orbit.
Digital advertising’s many deadly sins now have generated an unprecedented plague of problems for everybody. Singly, each would be a disaster. Together, they’re an existential threat to both advertising and publishing.
Digital advertising’s many deadly sins have generated a plague of problems for everybody, says @KirkCheyfitz.Click To Tweet
A plague of bots has brands paying to have their ads clicked by non-humans. Wildly varying “viewability” standards allow ads few humans can view, while other ads make it impossible for humans to see anything but the ad [...]
If you asked a roomful of CEOs 15 years ago what drives competitive advantage, the answer would have been straightforward: capital. Those with more of it could outspend competitors – building capacity and buying advertising – or survive on low margins.
Ask the same question of a CEO audience today, and they’re much more likely to cite human capital. The long-running PwC global survey of CEOs – now in its 20th year – underscores this idea. Across all industries, three in four CEOs say a shortage of key skills is a critical threat to their business (among technology CEOs, the availability of key skills is considered the biggest threat to the business, bigger than issues like the speed of technological change and cyber threats.)
3 in 4 CEOs say a shortage of key skills is a critical [...]
Attention span in social media can be measured in split seconds, not minutes. While your update hopes to entice me to click or interact with your content, there are hundreds of other posts right below yours also crying for my attention. And should your choice of eye-catching image cause me to pause for a moment, my finger is constantly resting on the screen, waiting to flick-scroll your content up the feed and off my screen with the tiniest of well-practiced muscle reflexes.
Here’s the bad news: This fleeting first impression may be the only opportunity many people have to discover your content. And if you waste that opportunity, it won’t matter how well researched, brain meltingly creative, and all-round wonderful your content might be because we’ll never know.
Sure, you can’t jud [...]
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