The slide deck of my presentation at #SMXLMilan 2017.
As a content marketer, I have always considered design as the best friend of content. Can better design bring more conversions and content consumption? The simple answer is yes.
In the past, when working on the creation of hubs, blogs, newsletters and content destinations of known international firms, I discovered though that design principles were not as simple and straightforward as I imagined; I realized I was going beyond the boundaries of content marketing, touching a new ‘undiscovered’ domain.
Why do web visitors and content consumers behave the way they do? What can drive readers’ behavior and facilitate content consumption? I realized soon enough that the domain I was investigating was no longer content strategy: it was psychology. Even better, it was psychology applied to content and design with the objective to facilitate and attract visitors’ attention.
Other questions came soon to my mind. How can I apply psychology to content and design? Isn’t persuasion a bad word, or even a dark art? And what does it look like to design without considering users’ psychology? Continue reading “How to apply psychology to design and content marketing (and attract audience’s attention)”
Going global with content marketing sounds easy (just translate it, right?) but it actually takes a lot more preparation than you might expect. In this post, we’ll have a look at three frameworks with which you’ll be better prepared if you want to conquer a foreign market with your content. Continue reading “Global Content Marketing and Localisation: 3 Business Strategy Frameworks”
Modern buyers are more educated and connected than ever before—making it increasingly difficult for marketers to capture their attention. As such, the traditional content marketing strategies of the past just won’t cut it anymore. So, what’s a marketer to do? Enter user-generated content.
User-generated content—or UGC—is exactly what it sounds like: content created by users. For brands, users are people who interact with your brand or products in some capacity but aren’t professionally affiliated with your company.
The difference between UGC and more traditional marketing tactics is that UGC relies on your customers to promote your brand, rather than doing it yourself.
Why Are Global Marketers Turning to User-Generated Content?
For global marketers it’s difficult to find one type of content that performs across all demographics, locations, and markets. This is largely due to the fact that each audience has a different set of buying habits, pain points, motivators, and other contributing factors.
The beauty of UGC is that it’s created by the customer for the customer. It naturally transcends the barriers that stand in the way of traditional content types—think language, cultural differences, and more. Consider these statistics:
- 41% of consumers only need to see between 1 and 4 pieces of UGC to be influenced to purchase (source) whereas 47% of consumers need to see 3 to 5 pieces of traditional content to even speak with a sales rep (source).
- UGC is 35% more memorable than any other media and 50% more trusted (source).
- UGC results in 29% higher web conversions than campaigns or websites without it (source).
Looking for more reasons to jump on the UGC bandwagon? Keep reading.
It was five years ago, exactly, in October 2012, when Harvard Business Review (HBR) declared “data scientist” to be the sexiest job of the century. HBR told the stories of Jonathan Goldman and D.J. Patil from LinkedIn, and Jeff Hammerbacher from Facebook, among others. They were the ones who coined the original term “data scientist” back in 2008 while they were leading data and analytics at their respective companies. The appearance of data scientists on the business scene reflects the fact that enterprises are now dealing with information that comes in varieties and volumes never seen before – what we usually call “Big Data.”
Also in 2012, the research company Gartner suggested that there will be 4.4 million “big data jobs” in the coming years, and that only a third of them will be successfully filled. That projection should not have been surprising. Everything is moving toward data at the speed of light: big data, mobile data, performance data, content data, product data, and even data about how we measure our data.
There is considerable evidence that many M&As fail. Estimated failure rates goes usually from 60 to 80 per cent. Despite the increased attention on post-merger integration (PMI), dynamics of how two firms’ marketing strategies are integrated have been largely neglected. Considering that M&A activity is predicted to increase as more CEOs use M&A strategies to grow/exit their business, also marketing and communications for post-acquisitions are expected to gain proper focus and attention.
Nevertheless the lack of attention given today to marketing issues is interestingly in contrast with the findings of merger failures’ analysis, which indicate lack of proper communications, content strategy and customer retention activities among the major reasons of such failures. Customers in fact tend to stop investments and put their relationships on hold, until a clear message is delivered by the firms.
Read the full article on LinkedIn.
Coming soon on Content Marketing Across Borders (title to be finalised):
- How to Measure Content Marketing Performances
- The Rise of the Data Scientist and Hybrid Marketer (original post to be published on NewsCred Insight’s blog)
- How to win visitors applying the psychology of design to content marketing and social media
I was at the Linate airport in Milan, yesterday. Back to London. Getting prepared for Easyjet’s boarding process (Easyjet starts boarding two hours before the scheduled time; then they let you endlessly wait somewhere in a line between the gate and the airplane). I was looking at my Twitter timeline. A tweet promoted by Mobike caught my attention. The tweet was about the new public dockless bike service Mobile is launching in Italy, specifically in Milan and Florence. I believe they are running similar pilots in the UK. London and Manchester.
Cool idea, good business model. Green stuff. Approved by hipsters.
But something was wrong.
If you are a content marketer you must be familiar with the following statement:
“Content Marketing is a long-time commitment, not a campaign”
The quote comes from Joe Pulizzi and is one of my favourite content marketing quotes, together with “Content doesn’t promote itself”, “Not more content, but more relevant content” (both from Jason Miller, LinkedIn). All easy to remember. Useful, when I need to express a concept in a few words, during my public speeches or in conversations with my peers in Schneider Electric.
Back to the opening quote, here is what Joe says: Content marketing is all about sharing information that is considered useful to customers and prospective customers via articles, blogs, videos, and other media. It’s not a focus on creating salesy or “buy now” messages. Content Marketing is an approach, a methodology, a discipline, rather than a Campaign. It’s a long-term play when building a brand relationship with customers and prospects. Becoming an expert and building an audience doesn’t happen overnight. My experience of the last years reflects the long-term commitment to build a working revenue stream with the content marketing approach.
And its not just a philosophical difference.
This post was originally created as a script for the speech I gave at Content Marketing Fast Forward (Amsterdam, May 2016). Then updated with new concepts, samples and links to reflects the session I presented at Festival of Marketing (London in October 2016).
Large enterprises, especially B2B firms, no longer tend to be concerned that their solutions aren’t attractive enough for Content Marketing. In fact, numbers show that Content Marketing discipline has been adopted by B2B firms at faster speed than their counterparts in B2C.
So, if you work in a large enterprise, how can you transform your marketing strategy from a traditional to a modern and successful content marketing model aligned with company growth and business goals? This can be done through proper content marketing strategy, integration of content, social media and PR and a deep transformation of the overall marketing model, facilitated by marketing technologies and tools. Technology’s influence spans all industries and continues to change and revolutionize everything it touches. The content marketing industry is no exception.
Traditional marketing has always been about pushing company products and services in front of the audience (outbound marketing). Content Marketing is about meeting the informational needs of potential customers so they become interested in you (inbound). Two years ago I led the implementation of a content marketing program for the IT Division of Schneider Electric, moving from an advanced but traditional approach to a new, modern, model based on content marketing strategy. The new model introduced elements of uniqueness, like the global editorial board and the editorial calendar – many boards and many calendars were in place before the transformation. It seamlessly integrated content, social media and PR, used to be disconnected and misaligned. It made advantage of the latest marketing technologies for content management, workflow, distribution and analytics. A summary of the full “story” can be found on the post published on Contently’s Content Strategist and on the podcast recently recorded by FIR and LinkedIn.
Based on a definition from Content Marketing Institute (CMI) “Content Marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly-defined audience – and, ultimately, to drive profitable customer action.”