This Social Media Survival Guide will give you the tools you need to make smart content marketing decisions as your brand explores the diverse social media landscape. This collection of expert insights, advice, and brand examples outlines the unique characteristics of each channel, helps you identify which platforms and practices are likely to work best for your particular business goals, and offers creative inspiration to ignite more successful and sustainable conversations with your target audience. Read on for an in-depth discussion on 12 of the top social media platforms content marketers are using right now.
REUPLOAD - Originally uploaded 27th February 2013, Slideshare wasn't previewing this because of some glitch, so I've re-uploaded. Hopefully this works.
I was recently asked to give a crash course in developing effective digital strategies. Because I have a contrary streak and think that digital isn't a separate entity, I presented what I think are the key principles in developing marketing strategies instead. It's an intro to strategy in a lot of ways, but hopefully it will be useful/interesting to a few people.
2020 B2B Content Marketing Trends and BudgetsTheia Marketing
Here are the top content marketing trends in the B2B space for 2020. We look at organic vs. paid distribution and content marketing budgets vs. ROI on content.
Unpredictable algorithm shifts. Falling reach and lower engagement rates. Growing consumer mistrust from fake news and data breaches.
Despite woes like these, people still use social media platforms – and marketers are still drawn to their relationship-building powers. In fact, in 2019 research from Content Marketing Institute and MarketingProfs, 61% of B2B marketers and 69% of B2C marketers say they’ve increased their use of social media for content marketing compared with one year ago.
However, navigating the social media landscape is like entering a dark forest without a map. If you aren’t familiar with the terrain and don’t have a solid plan, you can’t expect to reach your destination, let alone make it out of the woods unscathed.
This guide is full of tools that will help you find the best path to success, from planning your social media explorations, to growing legions of brand fans, to engaging them in meaningful ways.
We’ll cover the top content marketing opportunities in the social sphere, including:
- Landmark locations like Facebook, Twitter, and LinkedIn
- Video viewing-centric channels like YouTube and Twitch
- Streaming media sites like Snapchat Stories and Instagram Stories
- Emerging social platforms like Vero True Social and WeGather Online
Welcome to our annual B2B Content Marketing Benchmarks, Budgets, and Trends—North America report. We’re excited to present you with the findings from our latest content marketing survey.
Content marketing has changed a lot since we launched this research nearly a decade ago. We marketers are still focused on content creation, but our thinking about the audiences for whom we create that content has evolved. So, too, have the ways we distribute, measure, and improve upon our content marketing. Technology has played a big role, along with the knowledge we’ve gained through our content marketing experiences.
As you’ll see in this report, some organizations are more developed than others with their content marketing. But you’ll also recognize your own practices reflected in many of the findings. Where does your company stand? What do you need to get to where you want to be? If you need help, let us know!
Virtual conferences and events provide new opportunities for you
to showcase your product or service, meet 1:1 with your current
and potential customers, and listen to the needs of the industry. With such a large investment of time, money, and human resources, it’s no surprise that management expects great returns on each event that your company sponsors.
On behalf of the Content Marketing Institute team, we’re all here to help you. We’re ready for exciting experiences, great ROI for sponsors, and new ways for customers to advance the practice of content marketing because of partner relationships built at our events.
Overview: The State of B2B Content Marketing IN NORTH AMERI CA
More. If one word could describe content marketing at the end of 2012, that would be it . According to the latest findings from the Content Marketing Institute and MarketingProfs, B2B marketers are spending more, using more tactics, and
distributing their content on more social networks than they have in years past. Unfortunately, there is also more uncertainty. B2B marketers are more uncertain whether they are using various content marketing tactics effectively.
This was my keynote presentation at this year's ContentTech virtual event. It talks through the layered approach to technology strategy to help de-silo content, marketing and the digital technology teams. It ends with a selection process.
REUPLOAD - Originally uploaded 27th February 2013, Slideshare wasn't previewing this because of some glitch, so I've re-uploaded. Hopefully this works.
I was recently asked to give a crash course in developing effective digital strategies. Because I have a contrary streak and think that digital isn't a separate entity, I presented what I think are the key principles in developing marketing strategies instead. It's an intro to strategy in a lot of ways, but hopefully it will be useful/interesting to a few people.
2020 B2B Content Marketing Trends and BudgetsTheia Marketing
Here are the top content marketing trends in the B2B space for 2020. We look at organic vs. paid distribution and content marketing budgets vs. ROI on content.
Unpredictable algorithm shifts. Falling reach and lower engagement rates. Growing consumer mistrust from fake news and data breaches.
Despite woes like these, people still use social media platforms – and marketers are still drawn to their relationship-building powers. In fact, in 2019 research from Content Marketing Institute and MarketingProfs, 61% of B2B marketers and 69% of B2C marketers say they’ve increased their use of social media for content marketing compared with one year ago.
However, navigating the social media landscape is like entering a dark forest without a map. If you aren’t familiar with the terrain and don’t have a solid plan, you can’t expect to reach your destination, let alone make it out of the woods unscathed.
This guide is full of tools that will help you find the best path to success, from planning your social media explorations, to growing legions of brand fans, to engaging them in meaningful ways.
We’ll cover the top content marketing opportunities in the social sphere, including:
- Landmark locations like Facebook, Twitter, and LinkedIn
- Video viewing-centric channels like YouTube and Twitch
- Streaming media sites like Snapchat Stories and Instagram Stories
- Emerging social platforms like Vero True Social and WeGather Online
Welcome to our annual B2B Content Marketing Benchmarks, Budgets, and Trends—North America report. We’re excited to present you with the findings from our latest content marketing survey.
Content marketing has changed a lot since we launched this research nearly a decade ago. We marketers are still focused on content creation, but our thinking about the audiences for whom we create that content has evolved. So, too, have the ways we distribute, measure, and improve upon our content marketing. Technology has played a big role, along with the knowledge we’ve gained through our content marketing experiences.
As you’ll see in this report, some organizations are more developed than others with their content marketing. But you’ll also recognize your own practices reflected in many of the findings. Where does your company stand? What do you need to get to where you want to be? If you need help, let us know!
Virtual conferences and events provide new opportunities for you
to showcase your product or service, meet 1:1 with your current
and potential customers, and listen to the needs of the industry. With such a large investment of time, money, and human resources, it’s no surprise that management expects great returns on each event that your company sponsors.
On behalf of the Content Marketing Institute team, we’re all here to help you. We’re ready for exciting experiences, great ROI for sponsors, and new ways for customers to advance the practice of content marketing because of partner relationships built at our events.
Overview: The State of B2B Content Marketing IN NORTH AMERI CA
More. If one word could describe content marketing at the end of 2012, that would be it . According to the latest findings from the Content Marketing Institute and MarketingProfs, B2B marketers are spending more, using more tactics, and
distributing their content on more social networks than they have in years past. Unfortunately, there is also more uncertainty. B2B marketers are more uncertain whether they are using various content marketing tactics effectively.
This was my keynote presentation at this year's ContentTech virtual event. It talks through the layered approach to technology strategy to help de-silo content, marketing and the digital technology teams. It ends with a selection process.
Welcome to our yearly report on the content marketing practices of business-to-business (B2B) technology content marketers in North America. Here you’ll see how technology marketers replied to our sixth annual content marketing survey, and how the results compare with the 2015 ndings.
A new question about content marketing maturity level revealed that 71% of technology marketers who say their organizations are e ective at content marketing are in the “sophisticated/mature” phase, indicating that success grows with experience.
Throughout this report, you’ll see how technology marketers have changed their content
marketing practices over the last year and how they compare with the overall sample of B2B
marketers who completed our annual content marketing survey
The B2B Content Marketing Report is based on over 600 survey responses from marketing professionals to better understand the current state of content marketing and to identify new trends, and key challenges as well as best practices.
Here are some of the key findings:
- Lead generation is by far the number one goal of content marketing, followed by thought leadership and market education.
- Companies with a documented content strategy are much more likely to be effective than those without a documented strategy.
- The most mentioned content marketing challenge is finding enough time and resources to create content.
- Content marketing ROI remains difficult to measure. Only a minority of respondents consider themselves at least somewhat successful at tracking ROI.
- LinkedIn tops the list of the most effective social media platforms for distributing content and engaging with prospects.
Download the full report PDF for more details: http://www.marketingbuddy.com/download-the-content-marketing-report/
This overview is informed greatly by the discussion at our Executive Forum in March 2015, but it also is
the culmination of our observations from Content Marketing World 2014 and our advisory client work in
the past year.
Our objective is to report on the key challenges faced by marketers, the vital insights being realized, and
the general health of content marketing as a strategic business approach. As was the case last year, this overview ultimately asks more questions than it answers; our goal is not to settle debates or provide trite answers to complex business challenges, but to update and inform.
At the two-day Executive Forum, CMI leaders and senior marketing executives from more than 30 enterprise brands came together to collaborate and to discuss and report on their own organizations’ efforts in integrating content marketing as a strategic approach.
The extraordinary insights and the identification of challenges could not have been possible without the
generous contributions of this forum class, as well as last year’s forum participants. Their input doesn’t represent their tacit endorsement of the ideas, but as a collective group they are responsible for the value contained in this report.
How productive are you? With content marketing evolving and ever-changing, with new tools coming out on a seemingly daily basis, as departments are restructuring and silos are breaking down - how do you manage your strategies while maintaining your productivity? On a recent #CMWorld twitter chat, our chat participants gave their insights on how they are productivity masters.
How to Build Your B2B Marketing Empire From the Ground UpMarketingProfs
As we celebrate and reflect on our 10th anniversary at the MarketingProfs B2B Marketing Forum, let's look to the future with hope and excitement. Let's learn from what has worked, and abandon what hasn't. Let's challenge one another to achieve epic results. Let's build to last.
Research shows that marketers from large companies (1,000 employees) use more content marketing tactics and outsource content creation more frequently than their peers do. Learn more about how enterprise marketers approach content marketing.
When it's time for that conversation to get buy-in on your content marketing ideas and initiatives, how do you proceed? Do you have all of the resources you need? The research and support to justify your programs? We're here to help. Download our "Mastering the Buy-In Conversation on Content Marketing: The Essential Starter Kit" now to help you. We've done the legwork so you can focus on your content marketing. Good luck, and let us know how else we can help.
How an Inbound Marketing Consultant Contributes to the Achievement of Your GoalsCRM Switch
An inbound marketing consultant becomes a member of your marketing team. The consultant produces and promotes content. The consultant also advises your team about how to stay current with inbound marketing trends to maximize the effectiveness of your digital marketing efforts.
Member report: NEWBASE - Marketing Priorities 2017IAB Europe
In a rapidly changing media world, as marketers, we need to keep up with what is going on around us, track consumer behaviour and technology developments, and watch where the advertising dollars are moving. It is also essential that we understand the priorities of brand marketers, agencies and publishers alike, and build our marketing strategies accordingly.
We randomly selected 100 North American control system integrators and assessed their digital marketing effectiveness against 32 separate criteria. These criteria are divided into 5 categories:
Design & Usability: How well does the website welcome visitors and communicate the company’s unique value proposition?
Search Engine Marketing (SEM): Is the website optimized in order to receive organic search traffic and is paid search being leveraged?
Content Marketing: Is there content available on the website to attract visitors and generate links because it offers value to prospective leads?
Social Media: Does the website connect with multiple, active and engaged social media channels?
Marketing Funnel: Are there offers for visitors to enter the marketing funnel at every stage, not simply the bottom, sales stage?
Hello, Content Marketers,
It is our pleasure to present the fifth annual Content Marketing in Australia: Benchmarks, Budgets, and Trends report.
As Australian marketers continue to grow in experience and content marketing maturity, so too does their overall success with the approach.
In addition, many who are just starting out appear to have the right idea: 71% whose companies are in the young/ first steps phase agree that their company is focused more on building long-term relationships than on getting quick results from content marketing.
Our hope is that your company views content marketing as an opportunity to build an audience and create ongoing value—versus just another method to generate leads and sales. The right vision—along with a documented content marketing strategy and a strong commitment to content marketing—are the first steps toward tangible business results.
While there’s a lot you could be doing, sometimes it’s hard to know which tracks to start, stop, or pause. To help you find the right mix to meet your marketing goals, we consolidated responses from the 2015 Content Marketing Benchmarks, Budgets, and Trends research report section — “Which content marketing initiatives are you working on now, and in the next 12 months?” We broke out the results as follows:
• By priority
• By business type (B2B, B2C and nonprofit)
• By geography (North America, Australia, United Kingdom)
Part I covers two “playlists”:
Internal Processes and Content Marketing Strategy Tactics. From channels to platforms to audience segmentation, learn how you can best establish your content marketing strategy and structure your team internally for more efficient processes.
Part II: Playlist 3 (coming soon) is where you can mix things up a bit with different Execution Tactics. See how to create and deliver the best content to meet your business objectives. While some geographies and business types have similar priorities, others are finding their own unique beats — and the differences may surprise you. We hope you find the following findings insightful and inspirational as you make your plans for the year ahead.
Enjoy!
Joe Pulizzi
When Content Marketing Institute (CMI) first reported on manufacturing in 2014, we noted that manufacturers were later to adopt content marketing than other industries we studied. They’ve certainly come a long way since then.
As you’ll see in this report—based on the results of our 10th annual content marketing survey—manufacturing marketers have become more strategic with their content marketing and are feeling less challenged with communicating complex content. Many are reporting success with their overall approach to content marketing. The ability to craft content for different audiences across various stages of the buyer’s journey—and distribute that content with precision—will be important to continued success in 2020.
2015 B2B Content Marketing Benchmarks, Budgets, and Trends for North AmericaMarketingProfs
This is the fifth year that MarketingProfs and Content Marketing Institute have put together this report on how marketers use content in their marketing mix. With changes in the industry, the report may look a little different than you remember. Dive in, and enjoy!
Welcome to B2C Content Marketing 2019—Benchmarks, Budgets, and Trends. This report presents the results from the B2C marketers who took our ninth annual content marketing survey.
Our research has consistently shown that creating brand awareness is a top goal for B2C content marketing. However, many of this year’s survey respondents also reported strong concern for using content to solidify existing relationships (see page 13).
Content that can be effective at building loyalty takes many shapes and forms today, for example:
- Videos and social media stories that entertain
- In-person events that create a sense of community and belonging
- Podcasts that inspire
- Live or virtual experiences that evoke emotion
- Articles, guides, newsletters, etc., that provide information
Obviously, the list goes on. The point is, that while driving people to content is critical, giving them reasons to keep coming back will grow long-term success!
While every brand brings a unique set of goals, values, assets, and circumstances to the content marketing table, at least one thing is universal: We can all learn from the experiences of those who faced the same challenges and came out on top. Fortunately, when it comes to content marketing, there are plenty of amazing brands we can look to for guidance.
Companies of various sizes, locations, and industries created these efforts and delivered them in a wide variety of formats. We hope they will give you a feel for the tremendous things brands can accomplish with content marketing — and inspire you to explore some new content marketing ideas of your own.
Content Curation Scorecard for Content Marketing SuccessRoger Parker
Roger C. Parker's Content Curation Scorecard helps content marketers evaluate their content curation efforts in 10 important areas. Use this scorecard to make sure that you are providing helpful, relevant information on a consistent basis.
Regular use of the Content Curation Scorecard provides a fresh perspective, identifying areas of excellence as well as areas requiring attention.
Welcome to our yearly report on the content marketing practices of business-to-business (B2B) technology content marketers in North America. Here you’ll see how technology marketers replied to our sixth annual content marketing survey, and how the results compare with the 2015 ndings.
A new question about content marketing maturity level revealed that 71% of technology marketers who say their organizations are e ective at content marketing are in the “sophisticated/mature” phase, indicating that success grows with experience.
Throughout this report, you’ll see how technology marketers have changed their content
marketing practices over the last year and how they compare with the overall sample of B2B
marketers who completed our annual content marketing survey
The B2B Content Marketing Report is based on over 600 survey responses from marketing professionals to better understand the current state of content marketing and to identify new trends, and key challenges as well as best practices.
Here are some of the key findings:
- Lead generation is by far the number one goal of content marketing, followed by thought leadership and market education.
- Companies with a documented content strategy are much more likely to be effective than those without a documented strategy.
- The most mentioned content marketing challenge is finding enough time and resources to create content.
- Content marketing ROI remains difficult to measure. Only a minority of respondents consider themselves at least somewhat successful at tracking ROI.
- LinkedIn tops the list of the most effective social media platforms for distributing content and engaging with prospects.
Download the full report PDF for more details: http://www.marketingbuddy.com/download-the-content-marketing-report/
This overview is informed greatly by the discussion at our Executive Forum in March 2015, but it also is
the culmination of our observations from Content Marketing World 2014 and our advisory client work in
the past year.
Our objective is to report on the key challenges faced by marketers, the vital insights being realized, and
the general health of content marketing as a strategic business approach. As was the case last year, this overview ultimately asks more questions than it answers; our goal is not to settle debates or provide trite answers to complex business challenges, but to update and inform.
At the two-day Executive Forum, CMI leaders and senior marketing executives from more than 30 enterprise brands came together to collaborate and to discuss and report on their own organizations’ efforts in integrating content marketing as a strategic approach.
The extraordinary insights and the identification of challenges could not have been possible without the
generous contributions of this forum class, as well as last year’s forum participants. Their input doesn’t represent their tacit endorsement of the ideas, but as a collective group they are responsible for the value contained in this report.
How productive are you? With content marketing evolving and ever-changing, with new tools coming out on a seemingly daily basis, as departments are restructuring and silos are breaking down - how do you manage your strategies while maintaining your productivity? On a recent #CMWorld twitter chat, our chat participants gave their insights on how they are productivity masters.
How to Build Your B2B Marketing Empire From the Ground UpMarketingProfs
As we celebrate and reflect on our 10th anniversary at the MarketingProfs B2B Marketing Forum, let's look to the future with hope and excitement. Let's learn from what has worked, and abandon what hasn't. Let's challenge one another to achieve epic results. Let's build to last.
Research shows that marketers from large companies (1,000 employees) use more content marketing tactics and outsource content creation more frequently than their peers do. Learn more about how enterprise marketers approach content marketing.
When it's time for that conversation to get buy-in on your content marketing ideas and initiatives, how do you proceed? Do you have all of the resources you need? The research and support to justify your programs? We're here to help. Download our "Mastering the Buy-In Conversation on Content Marketing: The Essential Starter Kit" now to help you. We've done the legwork so you can focus on your content marketing. Good luck, and let us know how else we can help.
How an Inbound Marketing Consultant Contributes to the Achievement of Your GoalsCRM Switch
An inbound marketing consultant becomes a member of your marketing team. The consultant produces and promotes content. The consultant also advises your team about how to stay current with inbound marketing trends to maximize the effectiveness of your digital marketing efforts.
Member report: NEWBASE - Marketing Priorities 2017IAB Europe
In a rapidly changing media world, as marketers, we need to keep up with what is going on around us, track consumer behaviour and technology developments, and watch where the advertising dollars are moving. It is also essential that we understand the priorities of brand marketers, agencies and publishers alike, and build our marketing strategies accordingly.
We randomly selected 100 North American control system integrators and assessed their digital marketing effectiveness against 32 separate criteria. These criteria are divided into 5 categories:
Design & Usability: How well does the website welcome visitors and communicate the company’s unique value proposition?
Search Engine Marketing (SEM): Is the website optimized in order to receive organic search traffic and is paid search being leveraged?
Content Marketing: Is there content available on the website to attract visitors and generate links because it offers value to prospective leads?
Social Media: Does the website connect with multiple, active and engaged social media channels?
Marketing Funnel: Are there offers for visitors to enter the marketing funnel at every stage, not simply the bottom, sales stage?
Hello, Content Marketers,
It is our pleasure to present the fifth annual Content Marketing in Australia: Benchmarks, Budgets, and Trends report.
As Australian marketers continue to grow in experience and content marketing maturity, so too does their overall success with the approach.
In addition, many who are just starting out appear to have the right idea: 71% whose companies are in the young/ first steps phase agree that their company is focused more on building long-term relationships than on getting quick results from content marketing.
Our hope is that your company views content marketing as an opportunity to build an audience and create ongoing value—versus just another method to generate leads and sales. The right vision—along with a documented content marketing strategy and a strong commitment to content marketing—are the first steps toward tangible business results.
While there’s a lot you could be doing, sometimes it’s hard to know which tracks to start, stop, or pause. To help you find the right mix to meet your marketing goals, we consolidated responses from the 2015 Content Marketing Benchmarks, Budgets, and Trends research report section — “Which content marketing initiatives are you working on now, and in the next 12 months?” We broke out the results as follows:
• By priority
• By business type (B2B, B2C and nonprofit)
• By geography (North America, Australia, United Kingdom)
Part I covers two “playlists”:
Internal Processes and Content Marketing Strategy Tactics. From channels to platforms to audience segmentation, learn how you can best establish your content marketing strategy and structure your team internally for more efficient processes.
Part II: Playlist 3 (coming soon) is where you can mix things up a bit with different Execution Tactics. See how to create and deliver the best content to meet your business objectives. While some geographies and business types have similar priorities, others are finding their own unique beats — and the differences may surprise you. We hope you find the following findings insightful and inspirational as you make your plans for the year ahead.
Enjoy!
Joe Pulizzi
When Content Marketing Institute (CMI) first reported on manufacturing in 2014, we noted that manufacturers were later to adopt content marketing than other industries we studied. They’ve certainly come a long way since then.
As you’ll see in this report—based on the results of our 10th annual content marketing survey—manufacturing marketers have become more strategic with their content marketing and are feeling less challenged with communicating complex content. Many are reporting success with their overall approach to content marketing. The ability to craft content for different audiences across various stages of the buyer’s journey—and distribute that content with precision—will be important to continued success in 2020.
2015 B2B Content Marketing Benchmarks, Budgets, and Trends for North AmericaMarketingProfs
This is the fifth year that MarketingProfs and Content Marketing Institute have put together this report on how marketers use content in their marketing mix. With changes in the industry, the report may look a little different than you remember. Dive in, and enjoy!
Welcome to B2C Content Marketing 2019—Benchmarks, Budgets, and Trends. This report presents the results from the B2C marketers who took our ninth annual content marketing survey.
Our research has consistently shown that creating brand awareness is a top goal for B2C content marketing. However, many of this year’s survey respondents also reported strong concern for using content to solidify existing relationships (see page 13).
Content that can be effective at building loyalty takes many shapes and forms today, for example:
- Videos and social media stories that entertain
- In-person events that create a sense of community and belonging
- Podcasts that inspire
- Live or virtual experiences that evoke emotion
- Articles, guides, newsletters, etc., that provide information
Obviously, the list goes on. The point is, that while driving people to content is critical, giving them reasons to keep coming back will grow long-term success!
While every brand brings a unique set of goals, values, assets, and circumstances to the content marketing table, at least one thing is universal: We can all learn from the experiences of those who faced the same challenges and came out on top. Fortunately, when it comes to content marketing, there are plenty of amazing brands we can look to for guidance.
Companies of various sizes, locations, and industries created these efforts and delivered them in a wide variety of formats. We hope they will give you a feel for the tremendous things brands can accomplish with content marketing — and inspire you to explore some new content marketing ideas of your own.
Content Curation Scorecard for Content Marketing SuccessRoger Parker
Roger C. Parker's Content Curation Scorecard helps content marketers evaluate their content curation efforts in 10 important areas. Use this scorecard to make sure that you are providing helpful, relevant information on a consistent basis.
Regular use of the Content Curation Scorecard provides a fresh perspective, identifying areas of excellence as well as areas requiring attention.
Welcome to the sixth annual Content Marketing in Australia: Benchmarks, Budgets, and Trends report. One of the most striking findings was the increased percentage of Australian content marketers who have become more focused on building an audience (85%) compared with last year’s survey results (69%). This finding was not unique to Australia; the Content Marketing Institute team observed it among all groups of content marketers studied. Building a subscriber base is a key content marketing goal. However, what you do with that list is equally as important. The quality of content you create (does it speak to your audience’s wants and needs?) … how efficiently you produce it … whether it’s credible … how/when/where you distribute it – these are just a handful of factors that impact overall content marketing success. And let us not forget the
importance of a documented strategy and a strong commitment to the approach (see page 4 for a glimpse at commitment’s influence). We wish you success with using content marketing to provide meaningful, long-term value for your audience – and business results for your organisation. If you need educational resources, please let us know.
If you want your content marketing to take your business closer to its goals, it helps to have a game plan – a strategic selection of plays you can rely on to help you beat the competition and score points with your target audience. Each year, our Benchmarks, Budgets, and Trends research reveals which tactics marketers are currently using. And while it’s clear that certain platforms and plays are likely to cycle in and out of popularity over time, we’ve noticed an alarmingly consistent trend that seems to impact nearly all of them: Content marketers are experiencing a large gap between using a tactic and getting effective results from it. Our newest Playbook aims to help all content marketers better understand the value proposition of content marketing tactics and achieve greater success with their efforts.
In this e-book, you'll see over 50 predictions from thought leaders who share their views on brand strategy, organizational structure, emerging technology and platforms, and other big developments that may be on the horizon for content marketing.
Greetings Marketers,
Welcome to B2B Content Marketing 2018: Benchmarks, Budgets, and Trends—North America. Our latest research indicates B2B marketers are finding content marketing success as they explore ways to work more creatively and build their audiences.
Content marketing is no longer the shiny new object. Those who have caught on are no longer asking “should we do this,” but rather “how do we really dig in and get results?” One of the most convincing pieces of evidence of this maturation? We saw an 18% year-over-year increase in respondents who say they are focused on using content marketing to build their audience (one or more subscriber bases). And that’s what differentiates content marketing from other forms of marketing – its intent is to offer valuable information so people want to hear from your business ... so they subscribe to your content because they are interested in it.
Read on for all the findings from our annual survey and consider how your organization stacks up against your peers. To take your content marketing to the next level, check out the resources on the last page of this report.
Five best practices for social media marketingLocke Truong
Date: December 14, 2021
Author: Greg Forster
— Edit
BLOGCAST
Prefer audio? Listen to the blog article instead.
Channel partners understand that social media marketing should be a vital (and completely free) part of their overall marketing strategy, but they are unsure how to start, or they have tried with minimal results. We’ve learned through our conversations with channel partners that many find social media marketing confusing and question if it can truly benefit their business.
Social Media Workbook - 9 Keys To Attract More Customers And Profits Through ...Krishna De
Looking to integrate social media into your markeitng, PR and communications plans to help you achieve your strategic goals?
Then you will find this social media workbook of benefit as it covers 9 practical steps you can take to successfully integrate social media in your business communications.
If you have questions about integrating social media and social networking platforms in your business, please post your questions to my Facebook Page at http://www.Facebook.com/KrishnaDe
If you are looking for in-house digital marketing and social media training programmes, you can contact me at http://www.BizGrowthSupportDesk.com
The Best Digital Marketing Agency for SEO, Social Media Marketing, and More-...10xdigitalgroup
Looking for expert digital marketing services? Look no further than 10x Digital Group. Our team of experienced professionals specializes in SEO, social media marketing, and more to help you boost your online presence and grow your business.
Top SEO & Digital Marketing Agency in Melbourne - 10xdigitalgroupLucyFinnan
10X Digital Group is a Melbourne-based digital marketing agency committed to delivering quality and terrific results.
10X Digital Group is a digital marketing agency in Melbourne is fully committed to every project we take and ensure to deliver it with an unmatched quality that produces terrific results, We Are All About Passion, Quality & Trust and convey our motto ‘In Success of Our Clients Lies Our Own.
We are the professional web design & development company in India
We specialize in providing services like web design & development, mobile application development, graphic design & e-commerce solutions to help start ups & small businesses in creating their brand identity. We market them by offering digital marketing, SEO and social media marketing services.
Social media marketing - Part 2 StrategyTeddy Tassew
Comprehensive training on Social media marketing for beginners and intermediate levels.
The course aims to enable you to understand, experience
and make use of social media as a marketing tool for a business.
Tech-Success trains you to be a master of today’s Digital World.
Tech Success coaches both individuals and business to take advantage of the technology within their reach and budget in order to utilize it in the most productive fashion.
Ariel oversees all design, coaching, training, marketing and recruiting of Tech-Success. Ariel has over 20 year experience in marketing, education and coaching which he has begun to implement in Tech-Success leading to 400% ROI.
Viral Vibes in 2024: How to Elevate Your Business' Social Media MarketingJomer Gregorio
Ready to ride the wave of viral success in 2024? Our latest presentation spills the secrets on how to elevate your business through social media marketing. Here are practical tips and strategies that will set your brand on fire. Click below to catch the viral vibes now! #SocialMediaMarketing #BusinessSuccess #ViralMarketing
Full blog here - https://digitalmarketingphilippines.com/viral-vibes-in-2024-how-to-elevate-your-business-social-media-marketing-infographic/
Building a Social Media Marketing Plan Step-by-Step Guide.pdfSMM Panel
Craft a winning social media marketing plan with our step-by-step guide! Maximize your online presence and engagement. Get started now!
Social media marketing has become an indispensable part of the modern business landscape. With billions of people using social media platforms worldwide, it offers a golden opportunity to connect with your target audience, boost brand awareness, and drive business growth. However, to make the most of social media marketing, you need a well-thought-out plan. In this comprehensive guide, we'll take you through the step-by-step process of building an effective social media marketing plan that can help you achieve your business objectives.
A presentation on the social media marketing strategy for The Sparks Foundation (TSF) made as part of the Digital Marketing Internship in July 2021. (Author: Dhruv Khattar)
Every successful marketing strategy now must include social media marketing. Businesses can interact with their target audience, increase brand awareness, and foster meaningful engagement by utilizing the power of social media platforms.
Businesses can profit from social media marketing’s multiple advantages by making regular, deliberate efforts. To be successful over the long term in the always changing world of social media marketing, keep in mind to analyze your results, adjust to changes, and interact with your audience
There’s one question on every marketer’s mind: “How do I connect?”
We’ve all been seeking connection since the pandemic struck. Stuck at home, working from kitchen tables and converted closets, marketers have been fighting to create and maintain connections with their audiences.
Despite all the upheaval, content remains a tried-and-true way to generate demand. After all, it’s content-driven experiences that build those precious connections, no matter what’s going on in the world outside.
Connection is more important than ever. And as you’ll find out in this report, successful marketers are beginning to make it easier for prospects to purchase at any stage of the buyer’s journey — messages are shifting from why to buy to how to buy.
This has been another tough year. One negative headline after another has drained audiences’ emotional reserves. They need an escape. Marketing content can offer that empathetic, emotionally stirring olive branch they’re searching for.
As you read on, you’ll discover that blogs, podcasts, and videos are the content types that are most effective at the early stages of the buyer’s journey, where brands are fighting to establish customer awareness and audience interest.
The reason is simple: These content types foster connection. They tell a story, they evoke emotion, and they present a face that the audience can relate to. And the strength of the connections that these content types create helps carry buyers through the rest of their journey on a wave of engagement and investment.
In conclusion: Connection lies in content. The last Content Marketing for Demand Generation survey report (2020) talked about creating desire and holding attention. This year, we talk about making it easier for customers to purchase across all stages of the buyer’s journey.
By providing audiences with earnest and engaging content, you can build lasting connections in 2022 and beyond that drive demand to new heights.
Welcome to the Technology Content Marketing Benchmarks, Budgets, and Trends: Insights for 2022 report. This report looks back on the last 12 months and includes expectations for 2022.
The research suggested that due to lockdowns and work-from-home mandates, content marketing piqued the interest of many who were previously unaware of its power. With more people than ever spending time online, content marketing presented a prime opportunity to get and stay in front of audiences.
As in the previous year, nearly one in three technology marketers said their organization was extremely or very successful with content marketing. These marketers, our “top performers,” have certain characteristics that set them apart from their peers (see page 4). Some of the biggest things they do differently than their peers:
◾ Document their content marketing strategy
◾ Do an excellent/very good job demonstrating the ROI of their content marketing initiatives
◾ Prioritize their audience’s informational needs over their organization’s sales message
◾ Differentiate their content from the competition
◾ Nurture subscribers/audiences/leads
No matter how successful they are at content marketing, most respondents plan to invest in video in 2022: 72% of all technology respondents forecast investment in this area followed by investment in events (69%), paid media (65%), and owned-media assets (63%).
And, yes, challenges remain. The top challenges are:
◾ Creating content that appeals to multi-level roles within the target audience
◾ Accessing subject matter experts to create content
◾ Internal communication among teams/silos
These internal challenges point to a greater need for technology marketers to formalize content operations within their organizations.
Welcome to the Enterprise Content Marketing Benchmarks, Budgets, and Trends: Insights for 2022 report. This report looks back on the last 12 months and includes expectations for 2022.
The research suggested that, due to lockdowns and work-from-home mandates, content marketing piqued the interest of many who were previously unaware of its power. With more people than ever spending time online, content marketing presented a prime opportunity to get and stay in front of audiences.
As in the previous year, nearly one in three enterprise marketers said their organization was extremely or very successful with content marketing. These marketers, our “top performers,” have certain characteristics that set them apart from their peers (see page 4). A few of the biggest things they do are to differentiate their content and use content collaboration/calendaring/workflow tools.
No matter how successful they are at content marketing, most respondents plan to invest in video in 2022: 72% of all enterprise respondents forecast investment in this area followed by investment in events (62%), paid media (59%), and owned-media assets (55%).
And, yes, challenges remain. The top challenge, which is the same as it was two years ago, is internal communication between teams/silos (57%). It indicates a pressing need to formalize content operations in enterprises that have not yet done so.
Welcome to the B2C Content Marketing Benchmarks, Budgets, and Trends: Insights for 2022 report. This report looks back on the last 12 months and includes expectations for 2022.
Our research suggested that, due to work-from-home requirements, content marketing piqued the interest of many who were previously unaware of its power. With more people than ever spending time online, content marketing presented a prime opportunity for businesses to get and stay in front of audiences. Some B2C marketers discovered new audiences altogether.
Short articles and videos were big over the last 12 months with the B2C marketers we surveyed. In addition, expect a lot of B2C investment in video in 2022: 72% forecast investment in this area. Paid media came in a distant second.
Although most B2C marketers reported success with content marketing in the last 12 months, there are still challenges. Respondents said their top two content marketing challenges were creating content that appeals to multi-level roles within the target audience (42%) and internal communication between teams/silos (41%).
If B2C marketers can overcome these challenges, they’ll improve their odds of achieving greater content marketing success in 2022.
Welcome to the Manufacturing Content Marketing Benchmarks, Budgets, and Trends with Insights for 2022 report. This report looks back on the last 12 months and includes expectations for 2022.
This year’s research suggested that the pandemic awoke a sleeping giant – content marketing, that is. Without in-person events and face-to-face selling, many who had previously paid little attention to content marketing suddenly became aware of its power. More content marketers got a seat at the table and helped keep many businesses on their audiences’ radar. Some discovered new audiences altogether.
Videos and virtual events/webinars were big over the last 12 months with the manufacturing marketers we surveyed. In addition, 85% expect continued investment in video in 2022, making it the top area of predicted investment.
Yet manufacturing marketers continue to face content marketing challenges within their organizations: 51% said they are challenged with creating valuable content instead of sales-oriented content as well as with overcoming the traditional marketing and sales mindset. Fifty percent said they are challenged with accessing subject matter experts to create content. If manufacturing marketers can overcome these challenges, they’ll improve their odds of achieving greater content marketing success in the coming year.
Welcome to Content Marketing Institute’s first Video & Visual Storytelling Survey. In this report, you’ll learn how content marketers are using videos, how they’re getting them produced, where they’re seeing results, and more.
Are you using video strategically? Are you paying as much attention to your video distribution plan as you are to video creation? Are you measuring results to see what works? All are important to overall video marketing success. Here’s to yours!
Welcome to the 12th Annual Content Marketing Benchmarks, Budgets, and Trends: Insights for 2022 report. What a year it has been.
This edition of our report looks back on the last 12 months and includes expectations for 2022. Throughout, you will see quotes from the many rich, qualitative responses we received to the question, “What did the pandemic change most about your organization’s content marketing strategy/approach?” In all, 75% of respondents took the time to answer this question and we are ever so grateful. What amazing insights it yielded!
The key theme that emerged was this: The pandemic awoke a sleeping giant – content marketing, that is. Without in-person events and face-to-face selling, many who had previously paid little attention to content marketing suddenly became aware of its power. More content marketers got a seat at the table and helped keep many businesses on their audiences’ radar. Some discovered new audiences altogether.
The research also confirmed what many of us already knew: Content marketers are some of the fiercest business pros around. In the most difficult of times, they get the job done – and many come through more creative and stronger than before.
Congratulations, content marketers, for a job well done in the most difficult of times. Our entire team salutes you!
By day, you’re in the office, cooking up content. By night, you’re in the kitchen, preparing a satisfying meal. But what if we combined the two?
Developing a content marketing strategy is like creating a dinner menu. You start with the basic ingredients and build upon them. You perfect your technique, exercising balance while adding a dash of flavor. And don’t forget, presentation is key. You must distribute and plate your meal beautifully.
So, what are people making and how are they making it? We asked the Content Marketing Institute team to share their favorite content-inspired dishes. Whether you are a first-time cook or a seasoned chef, these recipes will give you new perspective on processes, measurement and ROI, technology, and more. They are definitely ones you want in your repertoire.
We’ve put together the ultimate cookbook for content marketers, filled with tasty (and mildly entertaining) recipes. We hope you enjoy it. Bon appétit!
The 2021 Content Management & Strategy survey gives a snapshot of how marketers use tech to help create, manage, deliver, and scale enterprise content and marketing.
Welcome to our annual Technology Content Marketing Benchmarks, Budgets, and Trends report, based on our latest annual content marketing survey conducted in July 2020.
The study showed that technology marketers, in the throes of adjusting to business changes presented by a global pandemic, put more emphasis on using content marketing to generate demand and leads than they had the previous year. They also were looking more closely at conversion and marketing qualified lead (MQL) metrics to track the performance of their content.
These insights suggest that tech marketers were increasingly called upon to use content marketing for demand and lead generation. It makes sense, then, that their use of virtual events (83%) increased by nine percentage points over the previous year, as virtual relationship-building and selling took a front seat. In addition, livestreaming video finally took off (one-third of all tech respondents—and 53% of those working in large companies—reported using it).
It’s too soon to tell if these will be lasting shifts. Priorities are likely to change again as restrictions caused by the pandemic ease up. We look forward to exploring these topics in our next round of annual content marketing research.
Welcome to our annual Enterprise Content Marketing Benchmarks, Budgets, and Trends report. Here we present the findings from enterprise marketers (those who work in organizations with 1,000+ employees) who replied to our 11th Annual Content Marketing Survey.
At the time of the survey, content marketers had just made it through the first half of 2020. Most reported that their organization made quick changes when the pandemic hit, most notably by changing their targeting/messaging strategy, adjusting their editorial calendar, and changing their content distribution/promotion strategy. The majority (57%) expected to spend about the same on content marketing during the second half of 2020 as they spent in the first half (17% expected a decrease).
Team size hadn’t changed drastically compared with the previous year (48% said it stayed the same); yet, another 35% reported an increase.
Overall, one-third of the enterprise respondents reported high levels of content marketing success. These top performers said the top two factors contributing to that success in the last 12 months were “the value our content provides” (79%) and “website changes” (62%).
Looking forward, 74% of respondents felt the pandemic would have a major or moderate long- term impact on their organization’s overall content marketing success. It will be interesting to see how enterprise marketers rise to the challenges in 2021.
Welcome to our annual B2C Content Marketing Benchmarks, Budgets, and Trends report. Here we present the results from B2C marketers who replied to our 11th Annual Content Marketing Survey. The events of 2020 have certainly reshaped how organizations conduct their marketing. At the time of this survey, content marketers were still reeling from the events that took place during the first half of 2020. As we usher in 2021, we are still facing constant change and uncertainty.
Many B2C marketers reported adjusting quickly when the pandemic hit; perhaps their companies were doubling down on digital, heavily engaging in virtual events, or trying to keep on top of rapidly changing analytics resulting from more people being at home and online. All these scenarios created the need for new content, formats, and strategies.
As we move into 2021 in a world where most gatherings are still limited, direct-to-consumer will continue to drive B2C. Successful B2C marketers will focus on creating content experiences and building relationships in the digital world.
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Welcome to the 11th Annual B2B Content Marketing Benchmarks, Budgets, and Trends report. You may notice this year’s report feels different than past years and that’s by design. A year like no other required an approach like no other.
As in past years, we fielded the survey during the summer. We asked many of the same questions as last year but added new ones to see how content marketers were faring several months into the pandemic.
Although the data did not reveal drastic reductions in content marketing resources, many respondents shared in the fill-in comments their challenges of having to do more with less. Others shared their concerns about trying to reach audiences in an overcrowded virtual world.
Nevertheless, one thing stood out: Content marketers are resilient. Most have met the challenges of the pandemic head-on: They’re adapting quickly—and they believe in the value their content provides.
Welcome to Technology Content Marketing 2020: Benchmarks, Budgets, and Trends. This report is based on the findings from our 10th annual content marketing survey. Technology marketers continue to make progress with content marketing. Approximately one-third rate their organization’s overall content marketing as extremely or very successful, and 76% report they are much more or somewhat more successful compared with one year ago. What makes them successful? When we look at the top performers, we see they treat content marketing as a strategic business function, craft content thoughtfully, experiment with distribution, and measure their results. They use content marketing not only to create brand awareness and generate leads, but also to build loyalty and subscribed audiences.
What are some of the changes content marketers are likely to encounter over the next 12 months and beyond? Find out what dozens of experts see on the horizon in Content Marketing Institute's 11th annual e-book of content marketing predictions.
Welcome to our ninth annual B2B Content Marketing Benchmarks, Budgets, and Trends—North America report. We surveyed content marketers worldwide about a range of content marketing topics including strategy, audience development, technology proficiency, and content types. This report presents the data from the B2B content marketers in North America.
Although issues such as changes in SEO and social media algorithms are top-of-mind for B2B content marketers, they are accustomed to rapid changes in technology that often enable them to do their jobs faster, with better results. When the process-related components of the content marketer’s job are efficient, time is freed up to better serve the audience, discovering and developing the types of content they truly want and need.
We hope you find this research helpful as you plan for 2019!
It's back! Content Marketing World's annual conference ebook featuring a large number of our incredible speakers offering their insights on content marketing, how to level up and advance, how best to amplify your message and so much more. Check out what your favorite content marketers have to say on these topics and also meet some new faces to CMWorld. CMWorld 2018 is going to be epic - be sure to join us there! Game On!
Greetings Technology Marketers,
Welcome to our annual Technology Content Marketing: Benchmarks, Budgets, and Trends—North America report.
I’m pleased to announce the percentage of technology marketers that reported high levels of overall content marketing
success increased from 24% last year to 31% this year—another 50% reported moderate success. Like last year, nearly 70%
said their organization is much/somewhat more successful with content marketing compared with one year ago.
For a glimpse into how the top-performing content marketers operate, see the chart on page 4. You’ll note that these
marketers report high levels of commitment; document their content marketing strategy; are focused on building audiences;
and are given ample time to produce content marketing results, among other distinguishing factors.
Technology is rapidly changing the processes around content marketing. We look forward to watching how things progress
and reporting back to you again next year.
Interactive content enables you to deliver engaging, educational,differentiated content experiences. Discover what other marketersare learning and start your climb.
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Social media refers to online platforms and tools that enable users to create, share, and exchange information, ideas, and content in virtual communities and networks. These platforms have revolutionized the way people communicate, interact, and consume information. Here are some key aspects and descriptions of social media:
Exploring Factors Affecting the Success of TVET-Industry Partnership: A Case ...AJHSSR Journal
ABSTRACT: The purpose of this study was to explore factors affecting the success of TVET-industry
partnerships. A case study design of the qualitative research method was used to achieve this objective. For the
study, one polytechnic college of Oromia regional state, and two industries were purposively selected. From the
sample polytechnic college and industries, a total of 17 sample respondents were selected. Out of 17
respondents, 10 respondents were selected using the snowball sampling method, and the rest 7 respondents were
selected using the purposive sampling technique. The qualitative data were collected through an in-depth
interview and document analysis. The data were analyzed using thematic approaches. The findings revealed that
TVET-industry partnerships were found weak. Lack of key stakeholder‟s awareness shortage of improved
training equipment and machines in polytechnic colleges, absence of trainee health insurance policy, lack of
incentive mechanisms for private industries, lack of employer industries involvement in designing and
developing occupational standards, and preparation of curriculum were some of the impediments of TVETindustry partnership. Based on the findings it was recommended that the Oromia TVET bureau in collaboration
with other relevant concerned regional authorities and TVET colleges, set new strategies for creating strong
awareness for industries, companies, and other relevant stakeholders on the purpose and advantages of
implementing successful TVET-industry partnership. Finally, the Oromia regional government in collaboration
with the TVET bureau needs to create policy-supported incentive strategies such as giving occasional privileges
of duty-free import, tax reduction, and regional government recognition awards based on the level of partnership
contribution to TVET institutions in promoting TVET-industry partnership.
KEY WORDS: employability skills, industries, and partnership
Non-Financial Information and Firm Risk Non-Financial Information and Firm RiskAJHSSR Journal
ABSTRACT: This research aims to examine how ESG disclosure and risk disclosure affect the total risk of
companies. Using cross section data from 355 companies listed in Indonesia Stock Exchange, data regarding
ESG disclosure and risk was collected. In this research, ESG and risk disclosures are measured based on content
analysis using GRI 4 guidelines for ESG disclosures and COSO ERM for risk disclosures. Using multiple
regression, it is concluded that only risk disclosure can reduce the company's total risk, while ESG disclosure
cannot affect the company's total risk. This shows that only risk disclosure is relevant in determining a
company's total risk.
KEYWORDS: ESG disclosure, risk disclosure, firm risk
The Challenges of Good Governance and Project Implementation in Nigeria: A Re...AJHSSR Journal
ABSTRACT : This study reveals that systemic corruption and other factors including poor leadership,
leadership recruitment processes, ethnic and regional politics, tribalism and mediocrity, poor planning, and
variation of project design have been the causative factors that undermine projects implementation in postindependence African states, particularly in Nigeria. The study, thus, argued that successive governments of
African states, using Nigeria as a case study, have been deeply engrossed in this obnoxious practice that has
undermined infrastructure sector development as well as enthroned impoverishment and mass poverty in these
African countries. This study, therefore, is posed to examine the similarities in causative factors, effects and
consequences of corruption and how it affects governance, projects implementation and national growth. To
achieve this, the study adopted historical research design which is qualitative and explorative in nature. The
study among others suggests that the governments of developing countries should shun corruption and other
forms of obnoxious practices in order to operate effective and efficient systems that promote good governance
and ensure there is adequate projects implementation which are the attributes of a responsible government and
good leadership. Policy makers should also prioritize policy objectives and competence to ensure that policies
are fully implemented within stipulated time frame.
KEYWORDS: Developing Countries, Nigeria, Government, Project Implementation, Project Failure
How social media marketing helps businesses in 2024.pdfpramodkumar2310
Social media marketing refers to the process of utilizing social media platforms to promote products, services, or brands. It involves creating and sharing valuable content, engaging with followers, analyzing data, and running targeted advertising campaigns.
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“To be integrated is to feel secure, to feel connected.” The views and experi...AJHSSR Journal
ABSTRACT: Although a significant amount of literature exists on Morocco's migration policies and their
successes and failures since their implementation in 2014, there is limited research on the integration of subSaharan African children into schools. This paperis part of a Ph.D. research project that aims to fill this gap. It
reports the main findings of a study conducted with migrant children enrolled in two public schools in Rabat,
Morocco, exploring how integration is defined by the children themselves and identifying the obstacles that they
have encountered thus far. The following paper uses an inductive approach and primarily focuses on the
relationships of children with their teachers and peers as a key aspect of integration for students with a migration
background. The study has led to several crucial findings. It emphasizes the significance of speaking Colloquial
Moroccan Arabic (Darija) and being part of a community for effective integration. Moreover, it reveals that the
use of Modern Standard Arabic as the language of instruction in schools is a source of frustration for students,
indicating the need for language policy reform. The study underlines the importanceof considering the
children‟s agency when being integrated into mainstream public schools.
.
KEYWORDS: migration, education, integration, sub-Saharan African children, public school
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2. HOW TO NAVIGATE THE WILDS OF SOCIAL MEDIA2
CONTENT MARKETING
SURVIVAL GUIDE
Social networks aren’t just places to gather with fans and
followers to tell campfire stories – they are also powerful venues
for delivering your content to those who will benefit from it most.
Just how critical is social media to successful content distribution?
According to 2016 research from Content Marketing Institute and
MarketingProfs, B2B marketers distribute content on an average of six social
media channels, and B2C marketers use seven. That’s a lot of scouting
expeditions, all looking to draw their audience’s attention and ongoing
interest.
Navigating social media for content marketing can be a little like entering
a dark forest without a map: When you don’t know the terrain and don’t
have a solid plan in place to guide your efforts, you can’t expect to find
your way to your destination, let alone make it out of the woods completely
unscathed.
TAKETHESOCIALROUTETOCONTENTMARKETINGSUCCESS
3. HOW TO NAVIGATE THE WILDS OF SOCIAL MEDIA3
CONTENT MARKETING
SURVIVAL GUIDE
ESSENTIAL TOOLS
This Social Media Survival Guide will give you the tools you need
to make smart content marketing decisions as your brand explores
the diverse social media landscape. This collection of expert
insights, advice, and brand examples outlines the unique
characteristics of each channel, helps you identify which
platforms and practices are likely to work best for your
particular business goals, and offers creative inspiration
to ignite more successful and sustainable conversations
with your target audience.
Read on for an in-depth discussion on 12 of the top social
media platforms content marketers are using right now,
including:
▶ Popular standards like Facebook, Twitter, Google Plus, and LinkedIn
▶ Video channels like YouTube and Vimeo
▶ Visual-centric hotspots like Pinterest and Instagram
▶ Niche content-sharing sites like Tumblr and SlideShare
▶ Emerging platforms like Medium and Snapchat
TAKE THE NEXT STEP
Ready to take your content efforts to the
next level of social media engagement?
The Social Media Track [http://cmi.media/
cmw-social] at Content Marketing World
2016 will bring you up to speed on today’s
essential social media platforms, tools,
and audience trends. Register to attend
at [http://cmi.media/cmw-reg].
4. HOW TO NAVIGATE THE WILDS OF SOCIAL MEDIA4
CONTENT MARKETING
SURVIVAL GUIDE
Stick to your story
Every organization can (and should) use social media to listen to relevant
conversations taking place. But remember, just because you can share
something on every channel there is, doesn’t mean that you should. In
fact, the pressure to be everywhere at once may be one possible reason
why our research found that many marketers are struggling to feel
effective with their efforts – particularly when it comes to some of the
newer platforms, like Snapchat or Medium.
Own the conversation
The best plan of action is to start with a small number of platforms where
you can own the conversation, and build from there. This is why creating
a social media content plan should be the first step you take before
sharing your content on any social network.
Follow the plan
Essentially, a content plan maps your organization’s use of a given
channel to your overarching brand story. It lays out the key opportunities
a platform offers, and outlines the marketing objectives, quality
standards, and engagement practices your business will adopt when
working with that platform.
SURVEYTHELANDSCAPE
Let your goals dictate the decisions
you make in regard to social media
content. For example, if the goal of your
content marketing plan is to increase
email subscribers, would it really make
sense to broadcast all your blog posts
on Facebook and Twitter? Think about
how you can tweak and repurpose
the content you share on your social
networks, both as it applies to your goals
for the channel and to your overarching
business objectives.”
—CathyMcPhillips,VicePresidentof
Marketing,ContentMarketingInstitute
STEP
1
5. HOW TO NAVIGATE THE WILDS OF SOCIAL MEDIA5
CONTENT MARKETING
SURVIVAL GUIDE
To create a basic social media content plan from scratch, start by answering the following questions for each channel you
believe you should be working with:
▶ Who uses this channel, and what are they using it for? Is it an important channel for our target personas? Have our
competitors established a presence? What are conversations like here?
▶ What are our objectives? Why does it make sense for our business to use this channel? What specific goals do we want
our efforts to help us achieve?
▶ What’s our call to action? What do we want fans and followers to do after viewing our social media content? Share it?
Comment? Visit our site? Subscribe to our newsletter?
▶ What kinds of content will work best here? Are our topics relevant to this audience? How can we create unique, useful
conversations that the audience will appreciate? Are we creating content in the most appropriate formats for this platform?
▶ What’s the right tone of voice for this platform? Would a friendly, fun approach work best, or will the audience be
expecting a more serious, professional demeanor?
▶ What’s the ideal velocity? Should we publish once a week? Multiple times a day? What days and times of day work best?
Do we have the ability to sustain our efforts over the long-term?
If your responses don’t reveal a compelling opportunity to engage on that channel, or if its environment isn’t well-suited to
your brand’s particular content vision and mission, it may be best to step away and reserve your team’s resources for social
media platforms that are a better fit.
MAPOUTTHEDETAILSOFYOURPLAN
STEP
2
6. HOW TO NAVIGATE THE WILDS OF SOCIAL MEDIA6
CONTENT MARKETING
SURVIVAL GUIDE
Here’s a cheat
sheet you can
use to help you
organize the
details of your
social media
content plan.
Fill it in for each
social network
you decide to
prioritize.
CHEAT SHEET: SOCIAL MEDIA CONTENT PLAN
Here are a few starter considerations you can fill in. Make sure to repeat this exercise
for each specific platform.
Platform Plan: ________________________________________.
▶ We will publish (original/curated/a mix) content.
▶ We will publish ________________________ (number) of posts every (day/week/month/
other)__________________________________.
▶ We will distinguish ourselves from our competition by ______________________________.
▶ We will provide the following assets: (links/photos/videos/text only/other)
_________________.
▶ On this platform, we will always/never _________________________________.
▶ Only ________________________ team members are authorized to publish to this platform
without prior message approval.
▶__________________________ team members will be provided with logins to this platform.
▶ Tech issues should be referred to ______________________________.
▶ Customer/audience issues should be referred to _____________________________.
HANDY
SHORTCUT
7. HOW TO NAVIGATE THE WILDS OF SOCIAL MEDIA7
CONTENT MARKETING
SURVIVAL GUIDE
CHARTING YOUR COURSE
Content marketing typically thrives on these popular platforms, which
often have high traffic and few barriers to entry. But the competition
for attention can be tight in noisy, crowded environments like these,
so brands should track their efforts carefully and be prepared
to change course if their progress starts to stall.
STEP
3 STARTWITHLANDMARKLOCATIONS
8. HOW TO NAVIGATE THE WILDS OF SOCIAL MEDIA8
CONTENT MARKETING
SURVIVAL GUIDE
What puts it on the map: Users have long recognized LinkedIn as the gold standard of business-focused social
networking. But when the company opened its Publisher program to allow all users to publish their content on the platform,
it began to emerge as a powerful tool that businesses could use to grow their influence and thought leadership, promote the
workplace opportunities they offer, and support the content they’ve published on other media channels.
Secrets of survival:
▶ Obsess over your post titles. Since you only have a tiny space for an optimized title, you need to cut the fluff. Plain
language works best, but also try to include a benefit or reason why people should read your post.
▶ Encourage employees to share your content on their personal LinkedIn pages. Not only will their advocacy help your
content spread farther and faster, their willing participation is also a positive reflection of your brand’s vision and values – a
key benefit if you are looking to recruit new talent.
▶ Take care when reposting your blog content. Google indexes all LinkedIn posts, which could create issues with duplicate
content. If you want to reuse something from your blog, give it an overhaul to make it better and more relevant for your
LinkedIn audience.
▶ Upgrade to Premium. Giving your team members a LinkedIn Premium account will provide them with enhanced search
and connection management tools they can use on your company’s behalf, while Sponsored Updates and Text Ads can help
draw followers and sales leads to your Company or Showcase page.
Learn more: How to Get 200+ New Subscribers From 1 LinkedIn Article
LinkedIn
Who’s using LinkedIn to distribute content:
B2B B2C Australia UK Nonprofit
Usage 94% 76% 86% 93% 65%
Users who feel
it’s effective
66% 39% 60% 58% 29%
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AN INTREPID EXPLORER WORTH FOLLOWING: PANDORA
Naturally, a tunes-centric company like Pandora would choose to share articles that promote its many entertainment
channels, partnerships, artists, and offerings. But Pandora doesn’t just focus on the music side of the music business
equation. It also uses LinkedIn as a workplace education and HR recruitment forum, publishing detailed articles on
available job opportunities at the company, as well as sharing general workplace advice, showcasing memorable in-office
events, and highlighting the insights and thought leadership of its executives and other team members.
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What puts it on the map: At an average of 310 million active users a month, Twitter isn’t just a king of the marketing
micro-conversation: It’s a top destination for consumers who want to stay informed and discuss what’s happening in their
world – the moment it happens. Its ability to facilitate spontaneous, real-time conversations comes in handy for meeting the
demand for customized, responsive customer service. It also makes Twitter an ideal outlet for turning even small gestures of
corporate goodwill into memorable marketing moments.
Secrets of survival:
▶ Extend the reach of your long-form content. For example, try tweeting out a key takeaway, along with a link to the full
piece.
▶ Use hashtags wisely. Always check the hashtag first to see how much activity it receives, the sorts of content people share,
and how well (or otherwise) such content is received.
▶ Give Twitter Polls a try. Survey your followers on a relevant topic, and use the responses you receive to inform future
content efforts.
▶ Consider hosting a series of Twitter Chats on a relevant topic of interest to your audience. You may also want to set up
a recording of the hashtag you use to organize the conversation, which can help you track top-level insights revealed during
the discussion.
▶ Pay to play. Twitter is a vast and noisy space, so consider using Sponsored Tweets, Promoted Accounts, or other
paid promotion techniques available on this channel to help your messages get heard above the chatter.
Twitter
Who’s using Twitter to distribute content:
B2B B2C Australia UK Nonprofit
Usage 87% 82% 79% 92% 93%
Users who feel
it’s effective
55% 50% 53% 69% 51%
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AN INTREPID EXPLORER WORTH FOLLOWING:
L’OREAL’S #WORTHSAYING
L’Oreal Paris launched the #WorthSaying campaign at this year’s Golden Globes red carpet. The campaign asked women to
share on social media about their careers, passions, and anything else they thought was worthwhile. The idea, according
to L’Oreal, was to seize control of the discussion surrounding the event and deliberately point it in a meaningful direction.
#WorthSaying may be a simple idea, but the campaign elegantly supported L’Oreal’s brand message, with its legendary
slogan: “Because You’re Worth It.”
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What puts it on the map: Though its older-skewing audience and frequent tweaks to format and formula have
caused some marketers to rethink their role in this community, Facebook remains a premier platform for building personal
connections with consumers based on the things that interest them most. Its broad reach and near-universal appeal make it
an easy-to-manage addition to any marketer’s arsenal.
Secrets of survival:
▶ Take advantage of Facebook’s latest marketing opportunities, such as its Canvas rich media advertising platform, as well
as its decision to allow verified publishers, celebrities, and brands to include sponsored or branded content in the photos,
videos, and status updates they post.
▶ Explore the human side of your business. For example, try posting photos of your team members taking part in charitable
activities like food drives, pet adoptions, or environmental clean-ups. Or, share profiles of your employees as they engage in
their favorite hobbies to help followers get to know what they are like outside of the office.
▶ Facebook isn’t just for top-funnel awareness. The more value in the content you share, the more trust and authority you
build – which is essential to driving consumers closer to making a purchase.
▶ Boost your results. Simply sharing your content may no longer be enough to get it into the newsfeeds of your target
audience. Put a bit of budget behind your posts to boost their reach among your fan base, or consider creating a Facebook
Ad (with or without Power editor) to help you connect with new audiences.
Learn more: Jon Loomer Talks All About Facebook
Facebook
Who’s using Facebook to distribute content:
B2B B2C Australia UK Nonprofit
Usage 84% 94% 76% 78% 96%
Users who feel
it’s effective
30% 66% 48% 37% 70%
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AN INTREPID EXPLORER WORTH FOLLOWING:
PRICELINE’S #WHYNOTTONIGHT
During the promotion for its last-minute, “Tonight Only” travel deal search service, the Priceline team worked with the
YouTube-famous Eh Bee family to post a series of videos on Facebook about connecting through a moment with the family.
For example, when the mom gets fed up with constant interruptions from her family while trying to have a little “me” time,
she uses Tonight Only to book a hotel getaway for the night – just for her. The campaign aims to help customers have fun,
enjoy their lives, and not worry about the details.
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What puts it on the map: Videos attract billions of views every day, and YouTube is, arguably, the king of video sharing.
Emotionally resonant and universally appealing, videos are a great way to create unique, entertaining, or immersive experiences,
making this platform a great fit for driving brand awareness and other top-of-the-funnel content marketing goals.
Secrets of survival:
▶ Decide whether to ‘Tube or not to ‘Tube. Ask yourself whether anything about your story would be lost if you tried to
tell it without the benefits of visuals and sound. If the answer is no, consider starting with a format that requires less of a
commitment (both to produce and to consume).
▶ Leverage interactive features and technologies in your videos. This enables viewers to participate in the story as it
unfolds.
▶ Tag your work. Add relevant tags, titles, and descriptions to the metadata of your YouTube content. This will help get your
videos associated with your target keywords and get them indexed to rank for relevant content searches.
▶ Push your videos to influencers, subscribers, fans, and followers. A screen capture of your videos (along with a link)
can be featured in an email that you send to the members of your mailing list. This alerts your audience that you have new
video content for them to check out, and gives you a forum for requesting their feedback and asking them to help you
spread the word.
▶ Consider sponsoring video content. Not quite ready to create your own YouTube channel? Try adding a display ad, overlay
ad, or Sponsored Card to relevant third-party YouTube videos to increase your own content’s exposure.
YouTube
Who’s using YouTube to distribute content:
B2B B2C Australia UK Nonprofit
Usage 74% 77% 75% 81% 77%
Users who feel
it’s effective
51% 53% 50% 47% 45%
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AN INTREPID EXPLORER WORTH FOLLOWING:
EVERNOTE PRODUCT TUTORIALS
Evernote makes extensive use of video on its YouTube channel, and pushes those videos across its website and its social
media channels. The brand’s high-quality, highly detailed explainers help users understand – and get the most out of –
its suite of tools for managing their information, their work, and their lives. It’s an excellent example of a visual
marketing utility.
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What puts it on the map: Anyone who’s ever signed up to use a Google product like Gmail, Drive, or Google Analytics
has access to their own page on Google+, making it a wide-reaching, task-focused alternative to more frivolous social scenes.
It’s great for spreading brand influence and sharing in-depth insights; and newer features like Google+ Collections enable
brands to curate content into customized, topic-based multi-media conversations.
Secrets of survival:
▶ Grow your circles of (brand) life. Connect with other industry influencers, as well as your brand fans. This will help you
raise the authority of the content you post on the platform, which can boost your content’s rankings on search.
▶ Segment your audience. By grouping your G+ contacts into circles based on their particular interests, demographics,
funnel stage, relationship to your brand, etc., you can more easily customize your content distribution.
▶ Post and participate. Like most social media channels, Google+ works most effectively when you are active on it.
Find content to post that is relevant to your audience members, respond to their comments and conversations,
and link to your own new content as often as possible.
▶ … or just Hangout. Google Hangouts is one of the platform’s biggest opportunities for content marketers.
Use Hangouts to record webinars or how-to guides, host QA sessions, host workshops, make announcements, and more.
Google+
Who’s using Google+ to distribute content:
B2B B2C Australia UK Nonprofit
Usage 62% 72% 58% 74% 39%
Users who feel
it’s effective
13% 22% 19% 18% 13%
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AN INTREPID EXPLORER WORTH FOLLOWING: PLAYSTATION
Sony’s entertainment console division is one of the most active and engaged brands on the Google+ platform, posting
nearly every day to keep fans updated on the latest game releases, music tie-ins, playing tips, beta test results, and
discount offers. PlayStation’s Google page also features video highlights from e-gaming competitions – like the
Call of Duty World League – where fans attend immersive, professional sports-like live events that are built around
popular PlayStation game titles.
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What puts it on the map: Over the years, SlideShare has expanded its capabilities to provide benefits like free design
tools, enhanced multimedia compatibility, and app integrations that have helped take content way beyond the realm of the
PowerPoint slide show. This business-focused social network is particularly powerful when it comes to telling visual stories,
creating step-by-step demos and explanations, or taking your live presentations from the stage to the small screen.
Secrets of survival:
▶ Grab attention right off the bat. The SlideShare home page is a sea of headlines and cover thumbnails. If you want to
catch visitors’ eyes as they scan the goods and get them to click on your content, you better have a compelling cover image
and powerful headline.
▶ Present a simple discussion. Often, the best SlideShare presentations are those that create interesting conversations and
do so in a way that’s easy for viewers to understand and follow. Keep your story simple and concise so readers don’t lose
interest before they reach the last page.
▶ Appeal visually. Memorable presentations often tell a compelling story in a few words. Whenever possible, emphasize
imagery over text by incorporating video, infographics, photos, and other static images.
▶ Include a call to action. Insert a clickable link in your slides to make it easy for the user to take the next desired step.
▶ Use it for content repurposing. Extend the value of your existing content – such as Twitter chats, archived webinars,
infographics, or your favorite blog posts – by curating them into anthologies or visual scrapbooks of topic-specific information.
Learn more: SlideShare Secrets to Stack the Decks in Your Favor
SlideShare
Who’s using SlideShare to distribute content:
B2B B2C Australia UK Nonprofit
Usage 37% 20% 24% 49% 8%
Users who feel
it’s effective
41% 36% 39% 38% 33%
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AN INTREPID EXPLORER WORTH FOLLOWING: IBM EVENT CONNECT
This presentation for IBM’s Event Connect conference management solution gets everything right when it comes to
publishing on SlideShare: A headline that explains the payoff for readers? Check. Images that convey and contribute to a
clear, compelling message? Of course. Does it offer solid usage tips and takeaways and examples? Sure it does. And what
about a clear call to action that drives viewers to take the next step? Check, and mate.
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What puts it on the map: Instagram puts a visual spin on the content-based micro-conversations that made Twitter a
household name. With its unique photography filters and ease of use on mobile, it’s the perfect platform for capturing those
authentic little moments that truly bring out the humanity in your business.
Secrets of survival:
▶ Incorporate hashtags wisely. To get the best and most relevant exposure, make sure your hashtags are related to your
caption; and don’t cast too wide a net by stuffing your posts with every possible hashtag that’s currently trending.
▶ Use comments to inject your brand personality into your interaction. But be sure to pay close attention to what you’re
saying, down to the last word: All your followers can see what you write, so your captions should be written to have mass
appeal and avoid any negative perceptions.
▶ Keep their eyes on the prize. Capitalize on the Instagram users’ “whoa-that’s-cool” mindset by creating a giveaway
or other participative events, and use compelling photos to entice followers to enter. For example, if you are offering a
vacation as a prize, post gorgeous pictures of the destination to help them visualize its appeal.
Learn more: How to Get Noticed: 3 Instagram Marketing Strategies
Instagram
Who’s using Instagram to distribute content:
B2B B2C Australia UK Nonprofit
Usage 29% 62% 42% 39% 58%
Users who feel
it’s effective
22% 42% 45% 15% 39%
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AN INTREPID EXPLORER WORTH FOLLOWING: 11.22.63 ON HULU
Hulu took to Instagram to promote 11.22.63 – an eight-part streaming TV series based on a best-seller by Stephen King
– with a series of image tiles that revealed hidden codes when viewed through a special Instagram filter. The campaign
(created by content agency Jetset Studios) adapted images and iconography that would be familiar to King’s superfans, and
used them as a secret passageway to unlocking exclusive interviews with director J.J. Abrams, star James Franco, and King
himself. Not only did the Instagram effort encourage the type of scrutiny befitting a show about solving the mystery of the
Kennedy assassination, it also captured the target audience’s attention in a novel, and visually compelling way.
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What puts it on the map: As memorable and customizable as the world’s largest digital scrapbook, Pinterest elevates
visual content to an easily catalogued art form. While this fast-growing platform certainly works well for content discovery,
it’s been particularly popular among B2C marketers who are looking to use their shared passions to turn window shoppers
into informed and satisfied buyers.
Secrets of survival:
▶ Make your business account easy for fans to find. Ensure that your business name is self-explanatory and easy to spell.
You should also take the time to verify your site and include links to other social media accounts for increased crossover
and visibility.
▶ Put a “Pin It” on it. To encourage readers to share your content on Pinterest, add a Pin It button on your website. Since the
average pin is searchable months after it has been posted, you can bet that by pinning your content your users can help you
increase its life span significantly.
▶ Co-create with your brand fans. To make the most of user-generated content, create a collaborative board that allows
your followers to post photos of how they interact with your product, good, or service.
▶ Take advantage of rich pins. Rich pins is a paid Pinterest service that enables businesses to enhance the information that
gets included in their Pins, such as retail locations and contact information, product pricing, easy-install buttons for apps,
or lists of recipe ingredients and cooking instructions.
Learn more: Grow Your Pinterest Following: 5 Simple Steps for Brands
Pinterest
Who’s using Pinterest to distribute content:
B2B B2C Australia UK Nonprofit
Usage 25% 61% 23% 36% 36%
Users who feel
it’s effective
20% 39% 41% 16% 22%
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AN INTREPID EXPLORER WORTH FOLLOWING: GENERAL ELECTRIC
GE’s Pinterest boards offer users an inside look at complex machines as well as hilarious tech, electricity, and software-
related “Hey Girl” memes, and images of the work GE has done around the world. These boards serve two important
purposes: They are on-brand for GE itself, and they promote interest from a wide variety of users.
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STEP
4 CONSIDERGOINGOFFTHEBEATENPATH
DISCOVERING NEW PLATFORMS
These platforms may still be uncharted territory for the majority
of the marketers we surveyed, but efforts from
enterprising content creators are proving that they
hold strong potential for connecting brands
with eager fans – particularly younger audiences.
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What puts it on the map: Why would a brand choose to use Vimeo, when YouTube dominates as the world’s most
popular video-sharing platform? Here are a few distinct advantages that make Vimeo more viable for marketers than you
might think:
Secrets of survival:
▶ It’s versatile. Vimeo isn’t just a platform for uploading content and creating video playlists – it’s a fully functional video
publishing and hosting service, offering a range of publishing settings, customization options, and configuration tools that
give brands a greater amount of control over how their videos look, feel, and function.
▶ It’s search-friendly. Vimeo’s hosting service also enables brands to use their own domain when publishing video content –
a big benefit when it comes to SEO.
▶ Better brand protection. While the Vimeo community may be smaller than YouTube, it’s also better monitored. This means
marketers who publish on Vimeo can avoid getting tangled up in troll wars or bombarded by offensive or inappropriate
comments.
▶ It’s less competitive. This means Vimeo’s communities are more close-knit, making members more likely to open up to the
brands they engage with.
▶ No third-party intrusions. Paid users can publish their videos without any outside advertising, branding, or pre-roll
content – reducing the risk of driving viewers away from the content they came to engage in.
Vimeo
Who’s using Vimeo to distribute content:
B2B B2C Australia UK Nonprofit
Usage 21% 25% 24% 32% 16%
Users who feel
it’s effective
43% 38% 25% 38% 34%
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AN INTREPID EXPLORER WORTH FOLLOWING:
SAMSUNG’S THE CONNECTED
Samsung collaborated with Vimeo’s brand studio team to produce The Connected – a series of short films that examine
the complicated relationship that exists today between humans and technology. Each film is artfully created by members
of Vimeo’s “Staff Picks” community; and while the partnership enables Samsung to freely distribute the films wherever it
wants (through the use of Vimeo’s embedded video player), brand mentions in the films are kept to a minimum to retain an
authentic, art-house film vibe.
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What puts it on the map: This Yahoo-owned blogging platform may have taken a tumble in popularity due to
competition from newer social sites like Medium. But it’s still a great option for showcasing stellar brand storytelling, getting
creative with attention-grabbing memes and GIFs, and sharing your brand’s unique take on the latest news and trends.
Secrets of survival:
▶ Customize the look of your page. Your Tumblr page is an extension of your brand, so you should set it up as creatively
and conscientiously as you would any other social outpost – i.e., so that its look, feel, and messaging are consistent and in
alignment with your overall strategy and goals.
▶ Find your niche. Tumblr specializes in building tight-knit communities around particular areas of interest. Narrowing the
focus of your content to one or two brand-relevant topics is a great way to attract a following among those with common
interests and gives you an edge when it comes to owning the conversation.
▶ Promote your Tumblr content. Just as you would do for a traditional blog, you should be search-optimizing your Tumblr
posts by creating custom URLs, tagging your photos, and aligning your page titles and meta descriptions with your target
keywords.
▶ Don’t neglect the importance of connecting with others in the Tumblr community. By commenting, “liking,” reposting,
and linking to their content, you are actively encouraging your followers to do the same for your brand.
Tumblr
Who’s using Tumblr to distribute content:
B2B B2C Australia UK Nonprofit
Usage 9% 20% 8% 12% 11%
Users who feel
it’s effective
26% 25% 33% 7% 25%
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AN INTREPID EXPLORER WORTH FOLLOWING: WHOLE FOODS MARKET
As Stephen Jeske once mentioned, Whole Foods Market customers aren’t just buying organic food, they’re buying a way of
living. The company uses Tumblr as an extension of its online magazine Dark Rye, telling stories of regular people creating
sustainable lifestyles. By repurposing existing content and curating other material, Tumblr helps Whole Foods Market
continually build its brand and reinforce its sustainable living persona.
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What puts it on the map: One of the newest social media species known to marketers, you might call Medium the Great
Content Equalizer, as it helps content creators spread their influence based on the quality of their writing – not their online
popularity. Co-founded by Twitter’s Biz Stone and Evan Williams, the site’s algorithms organize content into collections of
posts (with help from its team of skilled content curators) called Publications, which consumers can choose to follow, or
“Recommend” – the more Recommends a piece of content receives, the more visible it becomes across the Medium platform.
Secrets of survival:
▶ Make it a repost-a-palooza. Medium is a great platform for extending the reach of the content you’ve already published on
your blog or website. In fact, because there are no publication dates assigned to Medium content, it’s ideal for giving your
oldest evergreen content a new lease on life.
▶ Don’t skimp on your story. With its emphasis on high-quality storytelling, longer, more detailed posts tend to be more
popular than brief snippets or summaries.
▶ Remember that sharing means really caring. When it comes to measuring post performance, one metric reigns supreme
on Medium: whether or not people take the time to read it. This gives marketers a clearer sense of actual engagement than
metrics like visits and views can.
▶ Make a note. On Medium, the usual end-of-page comment stream has been replaced by the ability to insert notes on
specific sections of the story. Brands can use this feature to provide footnotes or explanations on their own content, as well
as add their own perspective to other stories they recommend and share on the platform.
Medium
Who’s using Medium to distribute content:
B2B B2C Australia UK Nonprofit
Usage 6% 9% 4% 3% 2%
Users who feel
it’s effective
35% 33% 0 0 4%
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AN INTREPID EXPLORER WORTH FOLLOWING: GONE, BY MARRIOTT
Marriott International partnered with Medium to launch Gone, a “new collection of stories about any and all things travel-
related.” The four-month series included 60 articles, the majority of which were produced by Medium, and all were labeled
as “presented by Marriott.” Though stories did not necessarily involve Marriott, the hotel chain does play a role in approving
the content, and was featured in one story about the opening of a new Marriott hotel in Port-au-Prince.
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What puts it on the map: At its core, Snapchat is a visual messaging app, enabling users to send photos, videos,
and graphics-based messages (called Snaps) that disappear within a few seconds of being viewed. But with more than
8 billion video views a day and a high concentration of youthful users on the platform, it’s also the ultimate way for
brands to seize the moment and create in-the-moment stories on their own, as well as crowdsourcing the experiences
of interested fans.
Snapchat offers a few specific opportunities for marketers looking to connect
with this social community:
▶ Snapchat Stories is a series of Snaps taken at a given time or place and collected to create a single narrative story in real-
time. Stories disappear after 24 hours and can be broadcast to as many followers as you like.
▶ Snapchat Discover is where users can search for and view streaming content channels that publishers have chosen to
broadcast exclusively on Snapchat.
▶ Secure transactions – Through a partnership with Square, Snapchat has also enabled users over the age of 18 to purchase
products directly through the app (by registering their debit cards).
Snapchat
Who’s using Snapchat to distribute content:
B2B B2C Australia UK Nonprofit
Usage 5% 13% 4% 6% 8%
Users who feel
it’s effective
25% 35% N/A 29% 21%
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AN INTREPID EXPLORER WORTH FOLLOWING: ATT’S SnapperHero
ATT used Snapchat to launch “SnapperHero,” a humorous, scripted series about superheroes. Reaching out to the
Snapchat community, the brand encouraged fans to participate by helping to shape the characters’ personalities and
abilities. Like all public content on Snapchat, episodes of “SnapperHero” disappeared into the night 24 hours after being
posted, though the legend lives on through associated content ATT created for its other content platforms.
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While Reddit didn’t make our list of top social media platforms this year, there is still a case to be made for making Reddit
part of your content marketing strategy.
Reddit is unbelievably popular, reporting almost 160 million unique visitors a month and 7 billion page views per month. It
also involves significant engagement: Reddit reveals that 1.8 million users cast almost 24 million votes in a single month.
There’s a subreddit for every imaginable niche interest, making it a great place to network when you are marketing a brand
that has trouble standing out on more-mainstream social sites. But if you want to make an impact on this channel, it’s best to
start with a few ground rules:
▶ Subscribe to relevant subreddits. This will help ensure your news feed will get filled with conversations that will best
match your brand’s interests.
▶ Listen. As AdAge recently quipped, Reddit hates marketing, so it’s best to spend some time observing the community’s
social norms and expressed interests before engaging in conversations.
▶ Incentivize community members to post on your behalf. Try using a clever meme or unique act, rather than risking
getting banned by Reddit for running afoul of its guidelines on self-promotion.
▶ Don’t overlook Reddit ads. While not exactly a content marketing play, Reddit ads offer brands a way to market on
Reddit without feeling like you’re crashing a private party.
What about Reddit?
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ABOUT CONTENT MARKETING INSTITUTE
Content Marketing Institute is the leading global content marketing education and training organization, teaching
enterprise brands how to attract and retain customers through compelling, multichannel storytelling.
CMI’s Content Marketing World event, the largest content marketing-focused event, is held every September in Cleveland,
Ohio, USA, and the Intelligent Content Conference event is held every spring. CMI publishes the bimonthly magazine
Chief Content Officer, and provides strategic consulting and content marketing research for some of the best-known brands
in the world. CMI, a UBM company, has made the Inc. 500/5000 list from 2012-2015.
Watch this video to learn more about CMI.
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