We’re going to talk about content marketing today and where digital marketers need to consider investing their time and resources moving forward. The future of content. The future of social. A lot of the data I talk about in the presentation today will come from our Future of Social Marketing Report that we just released last week. This will be the first place I quote some of those stats.
Over the last 6-12 months, these are the themes that have digital marketers more excited than anything else. 46 million adults listened to a podcast in the last month. More businesses are starting podcasts than ever before. Snapchat has an estimated 200+ million users and they are the most engaged user base of any social network. Livestreaming, like podcasting has seen a huge resurgence because of apps like Periscope. Both Twitter and Facebook are investing heavily here. Facebook Video has become a real challenger to Youtube and a massive opportunity for digital marketers. Very underutilized, but producing big results.
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The types of content we create has to evolve with the trends of how online audiences spend their time.
Reach is down
Traffic is down
Here’s an illustration of the problem at hand. This is pretty common these days.
People now consume 11 hours of content a day. This number is from Nielsen. That’s 2/3s of our day Facebooking, Huluing, DVRing.
We’ve reached saturation.
If that number goes much higher, we are going to have to stop sleeping.
In the 1920s, we consumed about 2 hours of content a day, or less.
As brands we are really good at getting our message out. About increasing the frequency of our message.
If you have to pick 100 people to spend your marketing dollars on, the biggest bang for that buck is going to come from existing customer.
The people most likely to pay attention to your brand in social are current customers.
If you are after millennials, look at Snapchat
If you are looking to capture an older audience, Facebook live is great
If your team is more comfortable with audio than video, look to podcasting.
If your goal is lead conversion, Facebook Video ads are your best bet
If you want to move people through a longer funnel of getting to know your brand, I’d recommend podcasting and livestreaming.
Pick one to start. I recommend livestream. It is an intro to video and an intro to serialized content. And it’s not too difficult to turn a livestream into a podcast. We’re considering doing just that for our podcast and will be doing a few more tests on Blab in coming weeks.
The Social Fresh business.
If you are after millennials, look at Snapchat
If you are looking to capture an older audience, Facebook live is great
If your team is more comfortable with audio than video, look to podcasting.
If your goal is lead conversion, Facebook Video ads are your best bet
If you want to move people through a longer funnel of getting to know your brand, I’d recommend podcasting and livestreaming.
Pick one to start. I recommend livestream. It is an intro to video and an intro to serialized content. And it’s not too difficult to turn a livestream into a podcast. We’re considering doing just that for our podcast and will be doing a few more tests on Blab in coming weeks.
Data from this presentation can be found in the Future of Social Marketing Report