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duraph · 4 years ago

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Apprendre le web

Des conférences pour apprendre le web

Voici les principales conférences SEO virtuelles et en personne, où vous pouvez réseauter et apprendre les dernières stratégies, conseils et tendances de marketing numérique. Bio Suivre L'une des ressources les plus précieuses de votre carrière est l'expérience d'autres professionnels du référencement. Vous avez probablement entendu l'expression «le tout est plus grand que la somme de ses parties». Apprendre comment les autres ont excellé, réfléchir ensemble à des solutions et discuter de diverses stratégies renforce chaque personne et augmente le succès global. Vous pouvez réaliser tout cela lors de conférences pertinentes - un énorme avantage pour les professionnels du référencement. Les conférences et sommets SEO sont un excellent endroit pour en savoir plus sur les dernières stratégies, astuces et tendances du secteur. Les conférences les plus efficaces sont une source d'inspiration, et vous en repartez revigoré avec de nouvelles idées et de nouveaux outils. Mais les conférences ne sont pas seulement une occasion d'en apprendre davantage sur les produits, les services et les techniques. C'est une formidable opportunité de réseauter avec des personnes qui ont différents niveaux d'expertise et de connaissances à partager.

Pour beaucoup, la meilleure partie des conférences est la possibilité de se connecter (ou de se reconnecter) avec d'autres professionnels du référencement. C'est pourquoi cette pandémie mondiale a été particulièrement difficile. Entre les restrictions de voyage, les mandats de séjour à la maison et les quarantaines, les gens n'ont pas pu se rassembler en personne comme nous le pouvions autrefois. Heureusement, grâce à une résolution créative de problèmes et à l'aide d'une technologie incroyable, les organisations font de leur mieux pour continuer à fonctionner comme d'habitude. Les événements virtuels ont permis aux gens de se rassembler en toute sécurité tout en bénéficiant des nombreuses opportunités éducatives et de réseautage offertes par les conférences. Que vous cherchiez à vous connecter avec des personnes en ligne ou en personne, voici une liste des meilleures conférences SEO à ne pas manquer en 2021-2022. Meilleures conférences de référencement virtuel à venir Même s'il n'est pas possible de se réunir en personne, les événements virtuels présentent de nombreux avantages. Sans voyage ni hébergement à des coûts prohibitifs, les événements en ligne attirent un public mondial qui, autrement, n'aurait peut-être pas pu y assister.

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archeesecake · 4 years ago

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Speaking at CMI Events | Ask the CMI Team

If you know someone who should be on the orange stage (maybe it’s you!), then join us for this Ask the CMI Team. Content Marketing Institute is busy preparing for ContentTECH Summit and Content Marketing World. What better time than now to have Speaker Engagement Manager Andrea Larick with us. Andrea has an “in” on what the selection panel looks for! This LIVE episode will be hosted by Amanda Subler. ⚡️ Submit a proposal for #ContentTECH Summit. https://bit.ly/2Ye56x7 Andrea will share details about #CMWorld’s Call for Speakers during the show! 👉 Have a question for a member of the CMI Team? Is there a topic you'd like to see covered on a future show? Let us know. https://bit.ly/3t4kfQ3 🤓 Get to know more about our team. https://bit.ly/38koHS5 ⭐️ A big thank you to our friends at Restream for powering this livestream. https://bit.ly/2Ip3Rq5 from https://www.youtube.com/watch?v=85RHXiWyXGo

#Business Marketing

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ralphlayton · 5 years ago

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10 Expert Pointers To Create Better B2B Content With Authentic Influence

How does authentic content help drive better customer experience? And how does influence help optimize B2B content marketing performance? Both of these are important questions for today’s B2B marketers heading into the uncertainty of 2021, where we face falling organic social reach and declining brand trust. To help guide the way we have gathered together the answers to these key questions and eight others. Our CEO and co-founder Lee Odden explored the topics of authentic content and how influence can optimize content marketing performance during virtual presentations for the ContentTECH Summit and the IABC MN Convergence Summit, and we’ll share some of the top take-aways from his insight-filled sessions. Let’s dig right in and look at Lee’s 10 pointers to create better B2B content with authentic influence in our age of the new normal.

1 — Build Brand Trust With Authentic Content Co-Created With Experts

Lee explained how in order to win the hearts, minds, and wallets of customers, successful brands should harness the power of authentic content co-created with experts — a process that when done right delivers stellar results and memorable customer experiences. The pandemic has changed B2B marketing, however, with 72% of B2B events having cancelled their physical experiences (CEIR), and driven buyers to consume 50% more content (MFG), all while three in five CMOs say that marketing is more important than ever (The CMO Survey). What can B2B marketers do in such a volatile and uncertain market? Lee pointed out that B2B content preferences have changed significantly in 2020, and noted that smart marketers will need to factor in these changes for successful 2021 efforts. The top content consumption habit that changed during 2020 has been an increased focus on the trustworthiness of content sources, Lee noted. He cited a DemandGen study which revealed that 67% of respondents said they rely even more on content than they did last year to research and inform purchase decisions, and noted that 58% of B2B buyers don’t believe the claims made by the vendors they most recently bought from (TrustRadius). The most successful types of content also changed in 2020, with the same study noting that the top content types were:

65% Video

60% White Papers

56% Blogs

54% Webinars

54% Case Studies

How can B2B marketers stand out in such a crowded and content-filled landscape with less trust than ever?

2 — Savvy Brands Differentiate with Powerful Customer Experience

With such a lack of trust in 2020, Lee encouraged marketers looking to differentiate their brands to focus on the power of customer experience in 2021. What can help in this area, and what kind of experiences are you set to create in 2021 and in an eventual post-pandemic landscape? 74% of B2B marketers said that influencer marketing improves customer and prospect experience with the brand, according to our groundbreaking 2020 State of B2B Influencer Marketing Report. Lee said that it’s hard to create a great experience if customers don’t trust brand communications, and pointed out that trust is the gateway to influence. It's no wonder that interest in influencer marketing is high, as it allows B2B marketers and brands to co-create so many powerful types of content, including:

Blog Posts

Recorded Video

Webinars

Interviews

Podcasts

Live Video

Industry Presentations

Case Studies

Infographics

Interactive Content

Third-Party Analyst Reports

86% of customers said that authenticity is important when deciding what brands they like and support (Stackla), Lee shared, and offered four insights about what the customers of 2021 will want:

Customers Want What’s Real

They Want to Trust

They Don’t Trust Brands

They Trust Peers and Experts

3 — Learn From Brands Putting Authenticity into Action

Lee used real-world client success stories as examples of brands putting authenticity into action, starting with LinkedIn’s* use of authentic influencers. LinkedIn’s social-first campaign focused on the personal stories behind influencers and their individual and unique marketing careers, which turned into an influencer community of 75, with some 2,000 brand mentions by the influencers and their networks, totaling a potential reach figure of 84 million, Lee explained. Lee showed how IT service management software firm Cherwell Software* used trusted B2B influencers to achieve 342% better click-through-rate (CTR) on influencer content, with a potential reach of some 5.45 million from influencer shares, and how the firm was successfully able to use influencers to build trust around a topic they hadn’t previously been known for, resulting in 90% of all visitors being entirely new users. Lee also shared how Alcatel-Lucent Enterprise* (ALE) co-created content with prospects which led to an award-winning program, with the successful IT Vanguard Awards program, using IT industry influencers as judges to honor prospective customers. The awards program facilitated multi-million dollar deals, and went on to win an award at the 2020 Content Marketing Awards, while producing:

52 Nominations

14,000 Micro-Site Views in 10 Weeks

3rd Party Media Recognition & Local Ceremonies

4 — Accelerate Internal Credibility

By matching internal influencers with external experts, B2B marketers can accelerate internal credibility, whether it’s executives, industry experts, analysts, stakeholders, media, peers, or sales, Lee explained. Using an example from SAP* and its Tech Unknown podcast, Lee showed how the firm created a podcast show with an influencer host in Tamara McCleary, featuring both industry influencers and SAP executives. This approach resulted in some impressive outcomes, including:

128M in potential reach from influencer shares

101% of industry average for downloads

66% increase in podcast downloads over the show’s previous season

A solution that applied a unified process and specific tools for efficient sourcing, production, and promotion was employed for the SAP Tech Unknown podcast, creating a successful storytelling format surrounding technology topics. Accelerating internal credibility is just a part of the overall trust equation, however.

5 — Double Down on Activating Customers

Another step for building trust with authenticity in content marketing is to double down on activating customers, Lee explained. It’s important to identify both the customer roles and the brands that are most influential — information that can then be applied when leveraging for reviews, testimonials, case studies, as well as a variety of contributions to brand content, Lee noted. An example Lee shared came from SAP’s Success Factors, a resource for customers that includes both customers and industry influencers alongside employees, to explore the universal issue of wellness versus well-being. Using brandividuals — a term Lee uses to represent those influencers who have reached the level of being their own brand — along with industry experts, employee experts, and customers, SAP Success Factors delivered:

66% landing page conversion rate

85% of all views driven by organic social (contributors)

69% of all conversions drive by organic social (contributors)

The power of customer activation takes on even more important role when external influencers are included in the credibility mix, however.

6 — Work with External Influencers to Build Credibility

Working with external influencers is also a key step in building credibility and trust with authenticity in content marketing, especially as marketers increasingly face what Lee has called a content attention deficit. This is especially important today, as 77% of B2B marketers say prospects rely on influencers for information, and 63% believe they would have better marketing results by having an influencer marketing program — two revelations Lee shared from our 2020 State of B2B Influencer Marketing Report. B2B is behind on influencer marketing, however, as just 19% of marketers run ongoing influencer marketing programs, and 60% say they don't have the knowledge to execute or have the right skills in-house, according the the report. Lee showed an example from monday.com* in which the remote team management firm significantly boosted brand trust using relevant industry experts. Content that monday.com co-created with industry influencers added credibility, trust, reach and engagement, leading to impressive results including:

1,700% above-goal social reach from influencer shares

17.9M potential reach from brand mentions by influencers, topping a 1M goal

Over 300K organic impressions on social media

Nearly 3K video views of a live-stream featuring industry experts within the first week

Lee also showed how monday.com successfully utilized B2B influencer marketing to partner with remote work leaders, driving discussions via live-stream that resulted in exposure to thousands of potential customers. [bctt tweet="“With content attention deficit and information overload, buyers can easily be distracted. It’s important for B2B brands to stand out and stay connected with findable, credible content that delivers an experience.” @LeeOdden" username="toprank"]

7 — Create a Content Collaboration Ecosystem

An additional step for building trust through content marketing authenticity comes when B2B marketers work to create a content collaboration ecosystem. Lee shared a powerful example of such an ecosystem in the Adobe* Insiders program, a diverse group of over 60 influencers that includes leading executives, industry leaders, major media correspondents, contributing journalists, technology pioneers — including Lee. Adobe utilized its influencers and activated its industry experts for the Adobe Summit event to create a variety of content types — from social shares and live-stream video to blog posts and articles in major publications including Forbes and CMO. Lee showed how the Adobe Insiders worked together to provide a cornucopia of content creation, resulting in:

Millions in social reach from brand mentions and earned media by influencers during and after the event

A Twitter DM channel for influencer communications that’s had daily posts since 2019

Individuals to sub-groups of influencers continue to be activated

8 — Optimize Measurement to Customer ROI

Another step in the content marketing authenticity equation comes by taking the time to optimize measurements to customer return-on-investment (ROI), Lee showed.

By attracting, marketers reach new audiences

By engaging, they improve content consumption

By converting, they gain subscribers, downloads, trials, demos, leads, & sales

By retaining, they increase community participation

By advocating, they inspire brand love and referrals

Lee shared an example of how these elements can successfully come together, from Dell Outlet*, which used each to optimize for trust using influencers. Dell Outlet took a small-to-medium-sized business audience and used industry influencers to combat an initial lack of brand awareness and trust, while also increasing the perceived value of refurbished technology. Working to build awareness and credibility, Dell Outlet partnered with SMB influencers, and achieved a Finny-award-winning program that saw:

Awareness: 425k additional reach from influencers

Engagement: 693k video views and 1,350 hours watched

Purchase Influence: 175% over goal in traffic referred to product pages

9 — Harness Technology to Help with Influencer Marketing

Smartly harnessing an ever-expanding array of software technology can take a good influencer marketing program and make it great, and Lee shared how B2B marketers are using technology to help with influencer marketing, with data from the 2020 State of B2B Influencer Marketing Report showing uses including:

76% to identify influencers

69% to monitor influencer social network activity

65% to qualify influencers

63% to measure and report on campaign or program results

43% to manage influencer campaigns or programs

41% to manage and nurture influencer relationships

35% to activate influencers

In the latest episode of our new Inside Influence series, Lee also took a close look at how B2B marketers can help maximize their return-on-investment (ROI) with data-driven influencer marketing software, exploring the issue in detail with Pierre-Loïc Assayag, CEO and founder at enterprise influencer marketing platform Traackr, in "Inside Influence EP07: Pierre-Loïc Assayag from Traackr on Influencer Marketing Technology." Traackr is one of several powerful B2B influencer marketing tools, Lee shared, with a sample including:

BuzzSumo — For social, author, and influencer search

Onalytica —An enterprise B2B influencer marketing platform

Traackr — A B2B & B2C enterprise influencer marketing platform

CreatorIQ — A B2C enterprise influencer marketing platform

BuzzStream — An outreach tool

Pitchbox —An outreach tool

Nimble — A social customer relationship management (CRM) and influencer engagement tool

GroupHigh — A blogger and influencer discovery and outreach tool

Keyhole — A social listening and influencer discovery tool

[bctt tweet="“The pandemic and the strain on budgets in companies…really forces everybody to face the music and stop focusing on vanity metrics and start focusing on results.” @pierreloic" username="toprank"]

10 — Achieve Content Marketing Success with Purpose, Relevance, Reach & Resonance

Through the smart use of each of Lee’s steps we’ve outlined and shown examples of here, B2B marketers can achieve content marketing success that is rich in purpose, relevance, reach, and resonance. Sharing a quote from Richard Edelman, president and CEO of Edelman — “In this time of turmoil people are turning to brands as islands of stability,” — Lee urged marketers to ask themselves two important questions: How will the world be different after you’re successful doing what you do? How does that narrative translate into your marketing? To bring greater relevance to your content marketing efforts, Lee urged marketers to use data to understand and create authentic content experiences, leverage the voices of your customers, prospects, and those they trust, in order to add credibility and context to your message. To maximize your reach, Lee recommended that marketers look to “be the best answer” for your customers with content that is easy to find and exists in context wherever buyers engage. Finally, to increase resonance, Lee said that B2B marketers should seek to understand the motivations of their audience throughout the entire buyer journey, to better inform the creation of messaging that truly “clicks,” and inspires the type of action and makes a concrete and measurable business impact. Ready to learn more about B2B influencer marketing? Contact us and find out why brands from SAP, LinkedIn, AT&T Business, and Adobe to IBM, Dell, Cherwell Software, monday.com and more have chosen TopRank Marketing. * LinkedIn, Cherwell Software, Alcatel-Lucent Enterprise, SAP, monday.com, Adobe, and Dell Outlet are TopRank Marketing clients.

The post 10 Expert Pointers To Create Better B2B Content With Authentic Influence appeared first on B2B Marketing Blog - TopRank®.

10 Expert Pointers To Create Better B2B Content With Authentic Influence published first on yhttps://improfitninja.blogspot.com/

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superspunarticle · 5 years ago

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Content + Technology: 4 Things to Learn as You Move Into 2021

SEO tutorials and tips.

The latest tutorial just produced courtesy of Content Marketing Institute. Without doubt among the most popular suppliers of free information available.

Leveraging content and technology requires you to keep this one thing in the center. Learn that and more from the happenings at ContentTECH Summit 2020. Continue reading →

[Read More …]

Hope you enjoyed that information that they provided. You’ll find matching posts on main site: https://superspunarticle.com/

Let me have your feedback just below, leave a short comment and let me know what subjects you would like covered in upcoming blog posts.

Content + Technology: 4 Things to Learn as You Move Into 2021 was originally posted by SSA-Blogger: CMI+SEMrush+ChrisMarr+CopyPress

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webtrabajos · 5 years ago

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Cómo estamos navegando en el nuevo marketing de contenidos🚀 🔥

cómo estamos navegando en el nuevo marketing de contenidos

Casi todas las personas y todas las organizaciones experimentan trastornos debido a la pandemia de COVID-19. La clásica frase de s resuena en mi mente: “Fue el mejor de los tiempos; fue el peor de los tiempos. Aprecio el tiempo con mis hijos en edad universitaria y mi cónyuge. Pero extraño la capacidad de abrazar y socializar con amigos y familiares. Las historias de personas que se han recuperado fácilmente del virus dan un suspiro de alivio. Pero las historias de otros que no lo han hecho son desgarradoras. Me entristece y me preocupa el impacto de todos los negocios que han cerrado. Pero me asombra el rápido cambio a nuevos modelos de negocio que algunos están haciendo para mantenerse a flote, contribuir al esfuerzo de contener el virus o proporcionar servicios útiles de una manera segura y distante.

tómelo virtual

Con un equipo totalmente remoto y un conjunto saludable de eventos y capacitación en línea antes de la pandemia, no somos ajenos al trabajo virtual. Pero, como muchas organizaciones, estamos duplicando ahora. Aquí hay algunos cambios que hemos realizado para nuestra audiencia, patrocinadores y equipo. Prepararse para la nueva normalidad es algo en lo que el equipo de CMI piensa todos los días. No estamos en la primera línea salvando vidas, entregando comida o manteniendo encendidas las luces proverbiales. Pero muchos en nuestra audiencia trabajan para organizaciones que son y otras son empresas, agencias y prácticas individuales que buscan formas de seguir sirviendo a los clientes, cuidar a los empleados y prepararse para lo que viene después.

Ampliar componentes digitales de eventos en vivo.

Como mencioné, trasladamos ContentTECH Summit a agosto con la esperanza de que los pedidos de permanencia en el hogar y las restricciones de viajes corporativos se alivien de manera segura para entonces. Pero todavía estamos pensando estratégicamente en elementos virtuales para complementar ContentTECH Summit y Content Marketing World en octubre. He aquí por qué: incluso si las personas pueden viajar, los presupuestos disponibles podrían no permitirlo. Y mucha gente todavía se sentirá preocupada por mezclarse con otros en persona. Estamos explorando complementos digitales para los eventos para abrir la experiencia a toda nuestra audiencia, independientemente de su disposición o capacidad de viajar. Este no es un territorio nuevo para nosotros. Siempre hemos ofrecido elementos virtuales (video a pedido de sesiones de conferencias y entrevistas transmitidas en vivo desde la sala de exposiciones CMWorld, por ejemplo). Pero nos estamos esforzando para pensar de manera creativa y estratégica sobre nuevas experiencias virtuales para ofrecer en conjunto con el evento en persona. Hemos recibido algunas ideas geniales de nuestra comunidad de oradores, y nos encantaría escuchar sus ideas también.

Agregar nuevo contenido virtual

La adaptación a la situación actual nos ha empujado a agregar más oportunidades de aprendizaje virtual. Además de los seminarios web que organizamos regularmente casi todos los miércoles, ahora ofrecemos charlas tecnológicas ocasionales de 30 minutos los viernes. Los temas recientes incluyen ideas para��pivotar el marketing de contenidos durante la interrupción del coronavirus y prepararse para la nueva normalidad . Puede ver la lista de los próximos seminarios web de miércoles y viernes aquí . Son gratis y, si no puedes verlos en vivo, atraparlos a pedido.

Cambia la forma en que trabajamos

No solo me refiero a trabajar de forma remota (eso no es un cambio para el personal de CMI, siempre hemos sido un equipo remoto , Estamos reexaminando todo tipo de prácticas, políticas y procedimientos para ayudar a nuestra comunidad y a nuestros compañeros de equipo a trabajar en este nuevo mundo. Este no es un territorio nuevo para nosotros. Siempre hemos ofrecido elementos virtuales (video a pedido de sesiones de conferencias y entrevistas transmitidas en vivo desde la sala de exposiciones CMWorld, por ejemplo). Pero nos estamos esforzando para pensar de manera creativa y estratégica sobre nuevas experiencias virtuales para ofrecer en conjunto con el evento en persona. Hemos recibido algunas ideas geniales de nuestra comunidad de oradores, y nos encantaría escuchar sus ideas también.

Da un paso atrás y da un paso adelante

A medida que los titulares se volvieron más graves, las escuelas y los lugares de trabajo se cerraron, y la vida cotidiana se volvió casi irreconocible a mediados de marzo, CMI (como muchas de sus organizaciones) se retiró de nuestro típico marketing. No estábamos abiertos a mensajes de marketing debido a las presiones y distracciones inmediatas y sabíamos que nuestro público tampoco estaba interesado. Suspendimos cualquier promoción relacionada con eventos en persona. Pero también sabíamos que muchos en nuestra audiencia aún buscaban respuestas a preguntas relacionadas con el trabajo mientras intentaban equilibrar nuevas presiones personales. Entonces, en lugar de retroceder del contenido social y del blog, lo cambiamos. La gerente de la comunidad, Monina Wagner, también organizó un descanso para tomar café virtual en Zoom esa semana, invitando a las personas a reunirse, relajarse y hablar sobre cosas que no necesariamente están relacionadas con COVID-19 (aunque, como probablemente podría adivinar, la conversación cambió de dirección y eso estuvo bien.

Reconocer incertidumbre

por mucho que trabajemos para ayudar a nuestra audiencia a encontrar respuestas, también nos damos cuenta de que todo está cambiando rápidamente. Hemos trabajado para eliminar el riesgo de comprometer dólares y tiempo para nuestros eventos relajando la política de reembolso para nuestros eventos en persona de 2020. (Puede leer los detalles en las páginas de preguntas frecuentes. Content Marketing University ha abandonado sus períodos de inscripción trimestrales a favor de la inscripción abierta hasta el final del año. De esa manera, las personas pueden inscribirse y sumergirse cuando tengan la necesidad (y el presupuesto) de capacitación.

Reúna al equipo

Aunque somos trabajadores remotos experimentados, la incomodidad, la distracción y la ansiedad de todos los cambios en nuestra vida personal y comercial son inevitables. Para ayudarnos a mantenernos unidos y enfocados como equipo, hemos comenzado algunas prácticas nuevas. Todos los lunes, usamos nuestro espacio de Microsoft Teams como un lugar para publicaciones de NETMA (Nadie me dice nada), una idea basada en una práctica en un antiguo trabajo de Cathy McPhillips, nuestra vicepresidenta de marketing. Cada miembro del equipo publica algo en lo que están entusiasmados de trabajar, algo que otros podrían no saber sobre lo que están haciendo o algo en lo que podrían necesitar ayuda. Ahora todo el mundo sabe (casi) todo lo que sucede en CMI.

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wikimakemoney · 5 years ago

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Here are 25 of the Best Digital Marketing Books to Up Your Marketing IQ Before 2021

In the world of digital marketing, information is king.

You can’t market your business online if you don’t have the right information to get it done.

And it’s not just about publishing content on your blog or sharing stuff on social media.

I’m referring to synthesizing all these things into a cohesive digital marketing strategy, allowing you to generate sales and revenue online.

If you want to achieve this for your business, then you must acquire the knowledge from the best digital marketing books available.

MUST-READ DIGITAL MARKETING BOOKS

Below are the must-read digital marketing books categorized according to category. This will help you find out which books to read about your preferred channels.

Keep in mind that some of the featured books below were published years ago, making some of their tactics outdated. However, the ideas found in these books stand the test of time and remain applicable in today’s marketing landscape.

Digital Marketing

Below are books that discuss digital marketing in general. Instead of sharing tips and advice, most of the information found here are timeless insights and ideas to help fan the fires of your current marketing strategy.

Digital Marketing For Dummies (For Dummies)

by Ryan Deiss and Russ Henneberry Publication date: January 6, 2017

This book covers the basics of digital marketing to people who have no idea how it works but want to make it work for their businesses.

It helps tremendously that the authors of the book are two of the most renown digital marketers in the world.

Ryan Deiss is the CEO of DigitalMarketer, an online resource containing tools and training for people who want to learn how to implement digital marketing into their strategy correctly.

Russ Henneberry is the former Editor of DigitalMarketer and is now the founder of THECLIKK.com, a free newsletter about digital marketing.

With them at the helm, the book will teach you how to leverage the latest technology for expanding your reach, engaging with your audience, and turning them into customers.

After reading the book, you should know what it takes to develop a digital marketing campaign guaranteed to help reach your goals.

The book is set for relaunching on August 18, 2020, to contain updated information.

Testimonials:

Content Machine: Use Content Marketing to Build a 7-figure Business With Zero Advertising

by Dan Norris Publication date: August 7, 2015

Even if you’re not a content creator, you can still make money as an entrepreneur with content marketing. In fact, you can improve your business just on this type of marketing like what Dan Norris did.

He founded WP Curve, a WordPress maintenance service provider, in 2013 until it was sold to GoDaddy three years later. The company made money off WordPress site owners who need website edits, SEO, and advanced support in a single place. During that period, he catapulted the brand’s annual rate from $0 to $1m AUD using content alone.

And the most beautiful thing about the site’s success is how it gained recognition online without relying on traditional promotional tactics.

In his book, Dan shares the frameworks he used to develop writing guidelines for his team to follow, all of which propelled the success of WP Curve. The result is a measurable marketing strategy that puts his content creation into autopilot.

Dan also shares the most fatal mistake entrepreneurs make on their businesses and how they can avoid it.

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Epic Content Marketing: How to Tell a Different Story, Break through the Clutter, and Win More Customers by Marketing Less

by Joe Pulizzi Publication date: September 24, 2013

The last thing you want for your content to be is just a whisper in the loud and boisterous online world. You want them to cut through the noise and leave a lasting mark that people won’t forget.

Epic Content Marketing is that book that guides you through the process of creating content that people care about. After creating the content, the book talks about leveraging the best channels where you can share it for maximum visibility.

It also shares examples of marketing performed by leading brands like LEGO and Coca-Cola. They should help give you ideas on how it works on different levels and how you can develop one for your business.

Just like the great digital marketers above, Joe Pulizzi is a serial entrepreneur and the founder of Content Marketing Institute (CMI), a website with the goal of advancing content marketing practices forward. The site is also responsible for holding the biggest content marketing events in North America with Content Marketing World and ContentTECH Summit.

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Marketing 4.0: Moving from Traditional to Digital

by Philip Kotler Publication date: November 17, 2016

There’s still a place in the world for mom-and-pop, brick-and-mortar stores. But there’s no denying that businesses have much better opportunities online to reach out to their audience.

So, instead of staying the same despite the changing time, it’s always better to adapt.

Marketing 4.0 is perfect for people who can’t seem to let go of tradition and ultimately need to embrace the luxuries that the online world provides.

Take it from Philip Kotler, a distinguished author of over 60 marketing books, to help you find your way around the issues that surfaced from the advent of technology into marketing.

Joining Kotler in this book is author Hermawan Kartajaya, founder and CEO of MarkPlus as well as co-founder of Asia Marketing Federation.

The book is not simply about giving practical advice on how to transition your business to the digital space. Instead, it puts the emphasis on the consumer and its constantly changing habits. By focusing on marketing to those people today and for years to come.

Testimonials:

This Is Marketing: You Can’t Be Seen Until You Learn to See

by Seth Godin Publication date: November 13, 2018

Whether you’re familiar with Seth Godin, there’s a good chance you’ve applied one of the many concepts he has shared throughout the years. You’ve probably even heard the terms “permission marketing” and “purple cow” below, both of which are titles of his books.

In This is Marketing, Seth Godin distills years of marketing experience and knowledge into a book. The result is an eye-opening book that deconstructs what you know about marketing in general by going straight into the heart of the matter.

In his brand of marketing, Seth encourages you to repackage your product in a way that resonates with your audience. His idea is to use marketing to help answer the questions of customers.

This is in stark contrast with brands implementing attention-seeking, balls-to-the-walls marketing techniques that offer no real insight about their products.

By being useful, you serve a purpose to people, thus helping you make a sale in the process.

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Building a StoryBrand: Clarify Your Message So Customers Will Listen

by Donald Miller Publication date: October 10, 2017

One of the reasons why a business fails is because the audience has no idea what it stands for. Without a clear idea as to why a brand exist, there is no reason for people to support it no matter how useful the product or service is.

If you have this problem, then Building a StoryBrand will help you communicate your message better and get your audience behind your brand.

Author Donald Miller, CEO of StoryBrand, shares the seven universal story points that all people relate to in a story and the main reason why people buy stuff.

By using these to discuss your product or service, you not only emphasize the uniqueness of your business against your competitors. You also help people understand the value that you bring in the market.

Ultimately, you can spread the message across all your digital marketing channels that will convert more of your audience into customers.

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The 1-Page Marketing Plan: Get New Customers, Make More Money, And Stand Out From The Crowd

by Allan Dib Publication date: January 25, 2016

For some, digital marketing is a complicated plan that requires the knowledge of different tactics and technique to effective promote something online.

For entrepreneur and marketer Allan, marketing can be broken down into a single sheet consisting of nine squares. At least, that’s what his book The 1-Page Marketing Plan contains.

He uses the same approach on all the business he built from scratch and successfully exited through the years. All his companies experienced rapid business growth through the use of different cutting edge marketing tactics.

The book covers a lot of ground that help realign your ideas of marketing with the one that actually works. If you want to make money from marketing, then you need to stop selling to people and appear pushy and needs. Instead, have people beg you to take their money and customers to buy from you again.

As mentioned, Allan Dib synthesizes everything in a single page with nine squares to help you build your marketing plan using the information from the book. From here, all they need to do is put everything they read into practice.

Testimonials:

Conversational Marketing: How the World’s Fastest Growing Companies Use Chatbots to Generate Leads 24/7/365 (and How You Can Too)

by David Cancel and Dave Gerhardt Publication date: January 23, 2019

In this day and age, there are many ways to reach out to your audience in seconds. Still, most businesses rely on phone calls and contact forms to interact with them.

While still effective, they don’t provide the instant gratification and response that customers expect from businesses nowadays.

Conversational Marketing makes a case for chatbots by explaining why it is important nowadays to use this technology more than ever.

Among the many advantages of this channel is the ability to hold one-on-one real-time conversations with your audience. You can set up chatbots to send out condition-based messages automatically for helping people find what they’re looking for on your site. Or you can install a messenger of your choice to receive inquiries from people on your mobile devices.

By providing quick answers to their questions, you can generate leads and convert them into customers much faster!

Authors David Cancel, CEO of messenger software Drift, and David Gerhardt, CMO of email marketing tool Privy, guides you to the other benefits of chatbots and how you can use them at their full potential.

Testimonials:

SEO

Ranking on top of Google for your target keyword yields passive traffic to your site. However, getting from where you are now to that point is a challenge in itself. That’s why these books serve as blueprints on how you can reach the top spot on SERPs in no time.

SEO 2020: Learn search engine optimization with smart internet marketing strategies

by Adam Clarke Publication date: November 2019

The biggest issue with SEO is that it keeps changing. The tactics that worked in previous years may no longer work this time around. In fact, most of them will probably penalize your site instead of ranking it for your keywords.

Therefore, to help you stay abreast with the constant influx of changes in search engine optimization, you need the best and latest guide on how to rank your website on organic search.

SEO 2020 seems to be that guide. Originally published in 2014, author Adam Clarke keeps churning out a new version of the book every year to update people with the latest on- and off-page SEO tactics to use.

If your site decreased in ranking since, Adam offers ways to help you recover your lost traffic and get your site back and running like before.

At the same time, the book will help you create a website that will sidestep algorithm changes that could penalize it.

Testimonials:

The Art of SEO: Mastering Search Engine Optimization

by Eric Enge, Stephan Spencer, and Jessie Stricchiola Publication date: September 5, 2015

If there’s one book that attempts to cover SEO in its entirety, it’s this book.

The Art of SEO is a 900-page compendium that untangles the complexities of search engine optimization and explains how they work in layman’s terms.

Upon purchasing the book, you will get exclusive deals for the best tools and software to supercharge your SEO campaign moving forward.

There’s also a chapter in the book that discusses how to launch an SEO agency by choosing the best people for the job.

This isn’t surprising considering that the authors run their respective SEO agencies: Jessie Stricchiolla is the founder and CEO of Alchemist Media, Eric Enge is the CEO of Stone Temple Consulting, and Stephen Spencer is the founder of NetConcepts.

With clients ranging from Microsoft to Cola-Cola among them, you can expect this book to provide you with hard-hitting advice on how to do SEO the right way.

Testimonials:

Search Engine Optimization All-in-One For Dummies

by Bruce Clay Publication date: September 8, 2015

There is so much to learn about SEO. And due to the depth of factors that come into play when optimizing a website for search engines, you need a book that will hold your hand and guide you through the entire process of learning about this practice.

This book written by one of the most well-respected figures in SEO is perfect for beginners who want to dive deep about the subject.

Bruce Clay has been in the SEO game since 1996 after working for different high-tech companies. As founder and President of Bruce Clay Inc., he has seen and done it all in search marketing. On top of his accomplishments, Bruce is a regular speaker at acclaimed industry conferences and constantly trains students on how to do SEO that deliver results.

The book purses through how search engines work and how you can rank on top of search results for your target keyword in an easy-to-understand manner. That means no jargon or buzzwords that only further confuse instead of educate.

Testimonial:

3 Months to No.1: The 2020 “No-Nonsense” SEO Playbook for Getting Your Website Found on Google

by Will Coombe Publication date: September 8, 2017

So far, the books featured above discuss how SEO works in general.

With 3 Months to No. 1, author Will Coombe flips the script by putting SEO in action.

Will puts almost a decade’s worth of experience running a highly successful SEO agency in London into this book.

The result, as the title suggests, is an intensive three-month period in which Will Coombe optimized his website and achieve the top spots for his top search terms.

Some people respond better to information when the steps are shown instead of being taught to them. When buying this book, you will also receive three-hour walk-through videos of the lessons as well as an SEO blueprint. This way, you can replicate the ideas in the book much easier to optimize your websites much faster.

Aside from simplifying the SEO methods in ways even mom-and-pop shop owners will understand, the book also touches upon different channels like content marketing and social media and how they help round out your SEO strategy.

Testimonial:

Email Marketing

Email marketing has arguably the highest ROI among the digital marketing channels. That said, it’s easy to get one thing wrong for your entire email campaign to crumble right before your very eyes. Below are resources containing email marketing’s best practices to ensures the success of your campaign.

Email Marketing Demystified: Build a Massive Mailing List, Write Copy That Converts and Generate More Sales

by Matthew Paulson Publication date: October 13, 2015

Email marketing starts and ends with your list. If you haven’t built a list of subscribers yet, then there’s no point in launching an email campaign.

At the heart of Matthew Paulson’s Email Marketing Demystified is list building and the many ways to populate your list with people eager to receive your marketing emails.

From there, the book moves onto teaching the best copywriting tactics so you can send out emails that convert into sales. It also touches on cold outreach tactics to help your email marketing come full circle.

The process of getting from list building to launching email campaign is not an easy one. However, with Matthew’s experience (he founded financial media company Marketbeat.com and built a email list of over 450,000 subscribers), you will learn the exact jargon-free process of email marketing even without any knowledge of it.

Aside from sharing tips and advice, Matthew shows examples of email marketing campaigns done in his previous businesses to illustrate the effectiveness of his ideas.

Testimonial:

Email Persuasion: Captivate and Engage Your Audience, Build Authority and Generate More Sales With Email Marketing

by Ian Brodie Publication date: November 17, 2013

It’s one thing to have hundreds and thousands of subscribers on your email list. But it’s another to turn them into clients with the emails you send them. And the volume in your email list won’t matter if you can’t convert them into sales.

With Email Persuasion, you will learn the step-by-step process of getting subscribers to want your product or service so bad. The key is learning from the examples illustrated in the book and using the provided templates you can swipe.

After reading the book, you should be able to use email as a medium to establish trust and authority in your niche, leading to better conversions.

And among the hundred of email marketers to learn from, it doesn’t get any better than Ian Brodie. Using the tips and tactics he shared in this book, he was able to get his consulting business off the ground and into the stratosphere.

Through his achievements, he is considered as part of Salesforce.com’s “Social Business Dream Team” and is one of Top Sales World’s “Top 50 Global Thought Leaders in Marketing and Sales.”

Testimonials:

Email Marketing Rules: Checklists, Frameworks, and 150 Best Practices for Business Success

by Chad S. White Publication date: May 29, 2017

With over 3,000 blog posts written about the subject and having served as researcher by the top email providers, Chad S. White eats and breathes email marketing.

And there’s no other person more qualified them him to talk about its best practices and strategic frameworks that will guarantee the success of your email campaigns.

He covers all this in Email Marketing Rules and then some!

Aside from running through over 150 tips of making the most out of your emails, Chad discusses the not-so-sexy stuff that propel a successful email marketing strategy.

In the book, he helps you navigate through deep metrics that will help you understand the progress of your campaign and how to tweak them to improve your results. He also teaches you how to identify the best sources of generating subscribers and properly managing inactive subscribers.

Best of all, he shows you why email clients block certain emails and how you can avoid them so you can improve your delivery rate.

Testimonials:

Social Media

Everybody’s using social media, so it makes sense to promote your site on those sites. However, you can’t just promote your brand on all channels �� you need to pick your spots by choosing the best channels with majority of your audience. The books below will help you determine what those channels are and more.

Jab, Jab, Jab, Right Hook: How to Tell Your Story in a Noisy Social World

by Gary Vaynerchuk Publication date: November 26, 2013

If you’ve heard of Gary Vaynerchuk before (and it’s hard not to), then it goes to show that what he’s doing to reach an audience works. And his tactics are in full display in Jab,Jab, Jab, Right Hook.

Thanks to the proliferation of social media platforms, there are now more than enough ways to reach out to people. However, it’s no longer enough to create quality content and share it across all the platforms.

In this book, Gary shares with you the kind of posts that your audience on Facebook, Twitter, and others want to see from your brand. Sharing the most appropriate content type on your platforms of choice, you can you can connect with them much better.

This series of engagement with your audience on social media sites serve as your jabs, setting them up to the eventual hook that they won’t expect coming. And Gary Vaynerchuk retells his process using actionable tips that you can easily do right after reading the book.

Testimonial:

Social Media Marketing Workbook: How to Use Social Media for Business (2020 Updated Edition)

by Jason McDonald Publication date: October 17, 2016

As with most digital marketing channels, a year in social media is a lifetime. By then, there will be new approaches that will render the previous year’s strategies obsolete.

That’s why this year’s Social Media Marketing Workbook should help you stay updated with the latest techniques that you may not have even heard of before.

Author Jason McDonald has been teaching SEO and social media since 2009 online at Stanford University Continuing Studies and other institutions and training programs. He uses this book to teach his students social media in a way that even beginners can easily understand.

In a nutshell, Jason teaches you how to plan for a social media strategy across the top platforms and market your business there. The book is a very good introduction to social media and works best as a complementary piece to other books like Crushing It! by Gary Vaynerchuk and Donald Miller’s Building a StoryBrand.

Testimonial:

500 Social Media Marketing Tips: Essential Advice, Hints and Strategy for Business: Facebook, Twitter, Pinterest, Google+, YouTube, Instagram, LinkedIn, and More!

by Andrew Macarthy Publication date: January 13, 2018

Instead of presenting you with ideas and concepts, 500 Social Media Marketing Tips goes the practical route instead.

The book presents you with actionable tips on how to improve brand awareness and attract the right followers for your social media marketing strategy. Following them should result to higher your website traffic and conversions, whichever your end-goal is.

Author Andrew Macarthy started dabbling on social media during its infancy in the mid-2000s. Through the years of using this channel to promote businesses, he noticed the gap in reliable and easy-to-follow instruction on how to use social media the right way. Thus, the book was written and published in 2012.

The book became a #1 Amazon bestseller under the web marketing category upon its release. And with over 100,000 copies sold, the book is available on Kindle and regularly updated with the latest social media trends and best practices.

The Kindle version also gives you access to over 250 video tutorials on how you can properly execute the advice mentioned in the book.

Testimonial:

Youtility: Why Smart Marketing Is about Help Not Hype

by Jay Baer Publication date: June 27, 2013

One of the most praised social media books by critics and contemporaries, Jay Baer’s Youtility reshapes the way you approach marketing as a practice.

Basically, you must develop a marketing strategy that helps your audience using your business instead of selling it to them. This way, you not only turn people into customers but also keep them as customers for life.

As the founder of Convince & Convert, a content marketing and social media agency, Jay Baer has consulted hundreds of brands on developing a strategy that effectively connects them with their respective audience.

Drawing from his experience and successes, Jay developed and shares the friend-of-mine marketing in the book. It focuses on the creation of useful and relevant content shared across different channels to showcase your expertise and build relationships with an audience.

He does this by telling life stories and showing brand examples to communicate this framework that the top and leading companies use in their marketing strategy.

Testimonial:

PPC

Among all digital marketing channels, paid ad campaigns will deliver you results the fastest. On the downside, PPC requires you to spend money to launch campaigns. To ensure that you get more than you spent on your ads, read any of the books below.

Help! My Facebook Ads Suck (Help I’m an Author 1)

by Michael and Mal Cooper Publication date: December 26, 2017

It’s difficult to ignore Facebook as a marketing channel considering the millions of its users whom you could reach out with your business. Therefore, it makes sense to run paid advertisements on the platform to win over your audience into becoming your customers.

However, one of the biggest problems of running Facebook ads is the low conversion rate. Now, there are various factors that affect the performance of your ads. But bottom line is your Facebook ads suck.

If anything, this book empathizes with your pain of losing money from FB ads. Authors Malorie and Michael Cooper were on the same boat until they will able to perfect their ads and generate sales off them. In fact, Malorie broke into the New York Times Best Seller list thanks to the success of her ads on Facebook.

She happily shares how to find out how profitable an ad can be so you can make informed decisions before launching them. During the duration of the ad, Malorie also shows you how to improve their performances by tweaking their demographic.

Testimonial:

The Complete Guide to Facebook Advertising

by Brian Meert Publication date: December 1, 2019

Leaving no stone unturned, The Complete Guide to Facebook Advertising covers everything you need to know about Facebook advertising.

The book shares similarities with the one above. However, Help! My Facebook Ads Suck is written by a fiction writer who uses the ads to grow the sales of her books. Therefore, this one may be right up your alley if you’re selling products other than books.

Author Brian Meert is currently the CEO of AdvertiseMint, an agency specializing in social advertising based in Los Angeles.

With over 15 years of digital marketing experience up to that point, Brian turned AdvertiseMint into one of the highest rated Facebook Ads agencies according to Google.

In the book, Brian covers more than just the creation of high-converting ads. He also discusses setting up your Business Manager account, creating various formats for your ads (Dynamic Products, App Installs, etc.), and developing marketing funnels, to name a few.

Testimonial:

Ultimate Guide to Google AdWords: How to Access 100 Million People in 10 Minutes (Ultimate Series)

by Perry Marshall, Mike Rhodes, and Bryan Todd Publication date: October 17, 2017

When it comes to Google advertising, Perry Marshall is your guy. He has helped thousands of marketers get their ROI from ads and companies from generating leads and customers from this channel.

Therefore, if you want to understand how Google AdWords can help your business, then all you need is this book.

As the title suggests, Ultimate Guide to Google Adwords helps you navigate through the arduous terrain of paid advertisement so you can create ads that convert. Aside from that, the book talks about how to leverage other properties like Google’s Display Network and Shopping Campaign, as well as Youtube advertising, and more.

Best of all, everything is delivered to you complete with screenshots and examples to help better illustrate the ideas shared in the book.

With help from Mike Rhodes (Founder and CEO of WebSavvy) and Bryan (Google AdWords specialist), the book fleshes out years of experience among the authors to write a must-read book about the subject.

Testimonial:

Mastering Google Adwords 2020: Step-by-Step Instructions for Advertising Your Business (Including Google Analytics)

by Noah Gray Publication date: May 4, 2018

This 300-page book covers Google AdWords across 46 chapters. If you have no idea what Google AdWords and how it can help your business grow, then this book covers all the bases for you.

As an online entrepreneur, author Noah Gray has dabbled into different businesses with great results. This allowed him to write books about affiliate marketing, social media, and others released on Amazon and share his success with others.

In this book about Google paid advertising, Noah holds your hand and goes through the entire steps of setting up your account, launching an ad, and tracking its results. He also talks about using Google Analytics to measure the performance of your ads and learn to interpret its data.

Testimonial:

User Experience

Web design and layout play a crucial role in digital marketing. Regardless of your efforts in promoting your business, you won’t generate the results you want if your website looks terrible. To improve user experience and make the most out of your marketing strategy, the books found here will guide you to the way of greater traffic and lower bounce rate.

Don’t Make Me Think, Revisited: A Common Sense Approach to Web Usability

by Steve Krug Publication date: January 3, 2014

Don’t Make Me Think is one of the best books of its kind. It allows you to look at your business from an information design standpoint so you can identify usability issues of your website, products, and services and how to fix them.

Author Steve Krug first wrote the book in the early 2000s. As a usability consultant for big brands like NPR, Apple, and Bloomberg, he shares his wisdom in this field in an easy-to-comprehend manner, which resulted to 600,000 copies of the original edition sold.

In this third edition of the book, Steve shares even more examples to help readers visualize his ideas about usability. He also dedicates a new section about mobile usability to help site owners create beautiful, responsive websites that adapt to the screens of mobile devices.

Testimonial:

Landing Page Optimization: The Definitive Guide to Testing and Tuning for Conversions

by Tim Ash, Maura Ginty, and Rich Page Publication date: April 24, 2012

The goal of every digital marketing campaign is to grow the sales and revenue of your business. To do this, you must create landing pages that converts visitors into leads or customers.

However, to build a high-converting page, you need to know what one looks like and the different parts that comprise it.

Landing Page Optimization is a book that covers all this and then some.

Author Tim Ash is a computer and cognitive scientist who is one of the first advocates of conversion rate optimization in mid 2000s. As CEO of SiteTuners, his firm grasp of user-centric design allows him to help brands like Google, American Express, and Canon, among others, with their online initiatives successfully.

Joined by authors Rich Page (conversion solution specialist for Fortune 500 brands) and Maura Ginty (CMO of Mode Analytics), their book features case studies and examples of landing pages and how to interpret their results so you can increase your conversion rate.

Testimonial:

Conclusion

There is more than enough digital marketing books covered in this post to keep you busy for months – if not years!

Choose wisely from the titles above based on your needs and absorb the information found within the pages like a sponge. Take as much time finishing the books from cover to cover to make sure you have all the details covered.

Eventually, you will have to put everything you learned into action. Because there’s no point in reading these books if you won’t put in the work of practicing what they preach.

So, make the most out of your business by applying the framework in the books into your strategy!

The post Here are 25 of the Best Digital Marketing Books to Up Your Marketing IQ Before 2021 appeared first on NicheHacks.

source http://wikimakemoney.com/2020/04/22/here-are-25-of-the-best-digital-marketing-books-to-up-your-marketing-iq-before-2021/

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phungthaihy · 5 years ago

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#ContentTECH 2019 - Think of Content Marketing Like a Product http://ehelpdesk.tk/wp-content/uploads/2020/02/logo-header.png [ad_1] Learn more about the ContentTECH... #cmworld #affiliatemarketing #bestmartechconferences #businessbranding #contentmarketing #contentmarketinginstitute #contenttechnology #contenttechsummit #copywriting #digitalmarketing #facebookmarketing #google #googleads #googleanalytics #healthcaremarketing #hospitalmarketing #informa #instagrammarketing #marketing #marketingstrategy #ppcadvertising #sandiego #seo #socialmediamarketing #topmarketingtechnologyconferences #ubm #youtubeaudiencegrowth #youtubemarketing

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kreativkontroll · 6 years ago

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Időnként elmegyünk egy amerikai konferenciára, mert a marketingszakmában folyamatosan tanulnod kell.

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90jeduardo-blog · 6 years ago

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Content + Tech: How to Create Better Audience Experiences Get to better audience experiences with this advice from presenters, including Henry Rollins, at ContentTECH Summit – Content Marketing Institute https://contentmarketinginstitute.com/2019/04/content-tech-audience/ . . . . . #marketing #digitalmarketing #content #tech #technology #startup #startups #start-ups #leader #leadership #inenglish #entrepreneurlifestyle #talentmatters #entrepreneurs #entrepreneur #motivation #business #career #businesslike #Forbes #innovative #innovation #entrepreneurial #entrepreneurship https://www.instagram.com/p/BwcVP7DHyBT/?utm_source=ig_tumblr_share&igshid=adttpmj38am

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regardv · 6 years ago

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Content + Tech: How to Create Better Audience Experiences

Content + Tech: How to Create Better Audience Experiences #contentmarketing #love #realandworks.com

Better. It’s a deceptively simple word. Everyone always wants better. The next draft should be better; the next project should be better; the next reviews; and so on. Better indicates progress.

But the path to better isn’t always clear.

Better is a deceptively simple word. The path to better isn’t always clear, says @EditorStahl. #ContentTECH Click To Tweet

When we conceived ContentTECH…

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#Marketing

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archeesecake · 5 years ago

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2020 Content Marketing World Community Champion

Dennis Shiao, marketing consultant with Attention Retention is the 2020 Content Marketing World Community Champion. To see the full list of winners, visit: https://bit.ly/35XhmFC FOR TONS MORE advice & education https://bit.ly/2IQocDA SUBSCRIBE TO OUR EMAIL LIST! https://bit.ly/3c5NWq8 LEARN ABOUT CONTENT MARKETING WORLD #CMWorld: https://bit.ly/2InVpGN ENROLL IN CONTENT MARKETING UNIVERSITY https://bit.ly/2InVrhT SUBSCRIBE TO OUR FREE MAGAZINE https://bit.ly/2GsiylQ LEARN ABOUT CONTENTTECH SUMMIT: https://bit.ly/2MTy2n1 LET'S CONNECT! Twitter ► https://twitter.com/@cmicontent Facebook ►https://bit.ly/2wMMMAc Linkedin ► https://bit.ly/2IM2XCO Slideshare ►https://bit.ly/2GsiC54 from https://www.youtube.com/watch?v=0-3kILpRgVc

#Business Marketing

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simplemlmsponsoring · 6 years ago

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New Post has been published on http://simplemlmsponsoring.com/attraction-marketing-formula/copywriting/how-to-get-more-from-your-livestream-after-the-broadcast/

How to Get More From Your Livestream After the Broadcast

Over 80% of people say they prefer to watch a live video than read social media posts, and four in five say they prefer to view a video from a brand than to read a blog, according to a survey from Livestream and New York Magazine.

4 of 5 people would rather watch a brand’s videos than read its blog. @Livestream @NYMag survey Click To Tweet

Consumers are naturally drawn to live video because it offers immediate real-time insight in a way that text and image cannot achieve. And companies love it because it gives them a chance to humanize their brand.

However, it’s not over once you stop filming. Video content – live or not – is a valuable asset for any brand. That’s why I’ll show you how to repurpose your live content to get more from your efforts.

You can stream content on most platforms these days. However, the most common are Facebook, Instagram, and YouTube. Apps such as Periscope, Tango, and BIGO Live also offer livestream options.

Most of the tactics I’ll share with you are relevant for whichever streaming site you use.

HANDPICKED RELATED CONTENT: Ready to Go Live? All You Need to Know About Livestreaming Save video for replay

As soon as the live broadcast stops, make sure it’s readily available for replay.

Facebook

Before you go live on Facebook, you’re asked to choose where your video clip will be posted when you’ve finished.

Once your live video is saved and shared, you can edit and repost it as your featured video. It will appear at the top of your video section, making it easier to find. You also can access its embed link for use later on:

Instagram

An Instagram Story disappears from your profile within 24 hours. But last year, Instagram introduced Story Archives and Story Highlights, both of which allow your videos to be seen until you take them down.

To save to your Story Archive, go to your Story and edit your Story controls. Then check the box to save to archive.

Don’t let your Instagram Story disappear. Save it to your Story Archive, says @IamAaronAgius Click To Tweet

Ensure that every Story is saved to the archive by changing your Instagram settings – check “save to archive” in the Story Controls.

To save your Story to Highlights, go to your profile page and, under Story Highlights, click the “+”. You can select any archived videos to appear in your new highlight folder.

HANDPICKED RELATED CONTENT: 7 Instagram Stories Ideas to Get More Followers YouTube

When you finish going live on YouTube, your footage is automatically uploaded to your channel.

Create a killer title and description

Facebook, Instagram, and YouTube let you give your video content a title and description. These text-based tools allow you to entice people to watch the video and to make sure the videos can be found through search (don’t forget to include keywords).

Include a link to your website where possible. On Instagram, you can’t provide a URL within an individual post, so include a link to your site – or landing page – in your bio.

Cross-promote on social channels

Instagram and Facebook make cross-promotion straightforward. In the settings, choose to automatically share your Facebook Live broadcast on your Instagram account and vice versa.

With YouTube, simply click on the “share” icon below your video and select to share on your social profiles.

TIP: Make sure videos created elsewhere are uploaded to YouTube. Use an appropriate title, keywords you’d like to rank for (70 characters works best), a description (the longer the better), and tags that will help your video get found.

Edit the livestream and chop it into snippets

Audiences watch livestreams differently than they consume videos. For a start, they’re more forgiving. They don’t expect perfect quality or perfect presentations. Audiences of non-live videos expect more. They expect a higher-quality video and presentation. They’re also not as invested in spending a long time watching the video.

Saving your live video gives you the chance to take more editorial control over the broadcast to make changes and improve the quality. Even if you’re happy with the live video, consider snipping it into shorter sections that are easier to watch online.

Edit livestreams after they air. Audiences expect more from on-demand video, says @IamAaronAgius Click To Tweet

If you opt to edit the video, use an online video editor such as iMovie (iOS), PowerDirector (Android), or YouTube Editor (online). These offer the basic features for editing video – trimming, splitting, extracting audio, adding transitions, etc.

Pay attention to the lighting and play with filters to help the look and feel of the original footage. Some apps will give you the option of theming your piece with graphics or a soundtrack.

Create a custom thumbnail

When your live video saves to your social profile, its thumbnail image is automatically selected. You could wind up with an unflattering frame that wouldn’t pull in any interest.

However, you can change the thumbnail by choosing a frame from within your footage or by creating a custom thumbnail via software like Canva. The image should be high resolution (1280 pixels by 720 pixels).

On YouTube, for example, to change the thumbnail, go into the video and choose “thumbnail” on the top tabs. Then choose to upload an image file from your computer.

HANDPICKED RELATED CONTENT: Video Marketing Strategy: What Marketers Need to Know Use as a blog post

Blog posts incorporating video attract three times as many inbound links as those without video.

Your live content is great fodder for a blog article, especially when combined with the questions and comments that came through while you were rolling. You could choose to feature the entire video or chop it into segments and serialize it.

Likewise, the text content of your article might be a transcription of the video or you could simply write about the topic addressed in the video and embed it.

Once your video is saved to your profile, you can access the embed link.

On Facebook, it’s in your video edit window. YouTube provides an embed link in the video editing settings. On Instagram, choose to save your clip to your camera roll, which you can then upload to your blog post.

Use in an email campaign

Video makes for great email content. While security controls mean it’s typically not possible to embed a video in an email, you can insert your thumbnail and link to the video on YouTube.

TIP: Make sure your video fits in with the context of your email campaign and think about your call to action. What do you want people to do as a result of seeing your video?

Gather your comments and questions

Collect all the comments posted on your feed during your livestream. They’re like gold dust for your content. They give insight into your customers’ needs and goals in real time. Use these to create helpful, concise answers, with links to further information where necessary.

Gather these together to inform your future blog topics or for a FAQ section on your site. Connect the FAQ, which also is attractive to search engines, where it would be most helpful to your customers. For example, link to it on relevant product pages.

Create a podcast

Turning your video into an audio file is an easy way to gain more exposure and deliver your content to your audience on another platform.

Most movie editors – certainly iMovie and YouTube Editor – let you extract the audio file from your video. Next, turn the audio into a podcast and upload it to SoundCloud. You can submit it to iTunes using the SoundCloud RSS feed.

TIP: Review the audio version to make sure there aren’t any long silent sections.

Create a landing page to promote text, audio, visual resources

Now that you repurposed your video content in multiple ways, bring together the streams and showcase them on your site.

Dedicate one landing page to your various media, from videos and podcasts to social media channels. Invite your audience to subscribe to your channels and sign up for your email newsletter.

Remember to test

Going live on video is a surefire way of increasing your brand awareness and customer engagement. But its benefits don’t stop there.

Repurpose the livestream into an archived video hosted on your social channel or edit it to create a series. Podcasts can reach a new audience, while articles informed by the livestream comments can help your content rank in search and answer your customers’ inquiries.

Whatever you choose to do with your video content, make sure you test your campaigns’ engagement, traffic, and conversions. While it’s not possible to compare like-for-like, running some numbers might help you decide which tactics are worth persevering with and which to put aside.

Please note: All tools included in our blog posts are suggested by authors, not the CMI editorial team. No one post can provide all relevant tools in the space. Feel free to include additional tools in the comments (from your company or ones that you have used).

Get the latest insight and the most helpful advice on how to leverage technology to improve your content marketing programs. Register today for ContentTECH Summit April 8-10 in San Diego. Use code BLOG100 to save $100.

Cover image by Joseph Kalinowski/Content Marketing Institute

The post How to Get More From Your Livestream After the Broadcast appeared first on Content Marketing Institute.

Read more: contentmarketinginstitute.com

#content #into #live #make #story #video #videos #your #youtube #COPYWRITING

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lucyariablog · 7 years ago

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How to Use Non-Obvious Thinking to Create Better Content

“We’re in the middle of a believability crisis.”

On the surface, author Rohit Bhargava’s observation in the keynote talk of CMI’s virtual ContentTECH this year doesn’t bode well for content marketing.

After all, to attract and retain an audience, we need people to believe the content we’re creating.

But don’t be discouraged by Rohit’s pronouncement. Instead, get inspired by the deeper meaning uncovered (true to form for the CEO of the Non-Obvious Company) in this crisis and other trends.

Rohit’s done much of the work for you, offering up a “stealable idea” for each trend he shared in the 2018 edition of his best-selling book series Non-Obvious: How to Predict Trends and Win the Future.

Here are three trends (and suggestions for what to do about them) Rohit predicts will have a big impact on content marketing this year and possibly in years to come.

HANDPICKED RELATED CONTENT: Fact-Checking for Content Marketers: How to Protect Credibility in the Era of Fake News [Checklist]

Non-Obvious trend: Manipulated outrage

Media, algorithms, and advertising combine to create a perpetual stream of noise often intended to incite rage and illicit reactionary anger usually shared through social media.

Sometimes outrage is reasonable and justified. Sometimes it’s packaged and sold to generate clicks and views. Cable news, Rohit points out, is having a banner year because it’s selling outrage.

What’s the problem?

“When you think of yourself as a person who is outraged, you don’t give yourself permission not to be outraged because it doesn’t feel like you,” Rohit says.

He shares the example of Steven Crowley, who coped with his baby daughter’s illness by editing her image into a photo series of dangerous situations. When he posted the humorously altered images on social media, he was met by a storm of misplaced fury as people criticized him for endangering his child.

Cooking up a storm (before everyone goes crazy, don’t worry, the oven clock is set wrong, she isn’t actually still awake at 9.35pm)

A post shared by Stephen Crowley (@steecrowley) on Nov 7, 2016 at 3:50am PST

HANDPICKED RELATED CONTENT: 27 Reasons Why Your Content Sucks

Steal this idea: Rise above the clickbait

Can you use this outrage trend to improve your content? Rohit thinks it’s possible if you respect it’s there – and move away from it.

Before you go for the easy click prompted by outrage, shock, or fear, remember that those kinds of headlines rarely result in sustained engagement.

Don’t go for the easy click prompted by shock if you want to sustain engagement, says @rohitbhargava. Click To Tweet

To understand why, consider how you feel when you fall for a headline such as “See what (your favorite childhood star) looks like now” or other clickbait ploy. Aren’t you a little embarrassed and possibly annoyed by the 45-page slideshow you wade through to get to the star? You click through a few slides, but as you progress you feel worse and worse about your decision – and turn away quickly.

“We know what this feels like,” Rohit says, “so let’s not go in this direction.”

Instead, he suggests, “put something more positive, useful, and valuable out into the world.”

I came across an example of content that deliberately rises above the ploys in the home design content industry. You’ve probably seen at least one “10 Trends We Hate” or “X Trend Is Officially Dead” article. They are popular and produce engagement – often in the form of heated comments defending or attacking one of the trends. But the negativity wears on the rest of the audience and the content creators. Take a spin through the comments on Apartment Therapy to see plenty of vitriol directed at the site content, content producers, featured design choices, and sometimes other commenters.

Design*Sponge founder Grace Bonney recently countered this trend with a thoughtful essay explaining what she’s learned about why people make the design choices they do, the reasons commonly given for criticizing those choices, and how she’s planning to change her site’s content to counter negativity.

My thoughts and feelings about design, decoration and the general world of creatives have greatly evolved over the years and as I recognize and work to rectify mistakes of my own, it’s making me realize how steeped in judgment so much design writing can be. This includes my own writing (I used to think it was my job to declare something ‘good’ or ‘bad’ and I could not have been more wrong) and it’s something that we are working, as a team, to improve upon and hopefully foster here in discussions on the blog and on social media.

The reaction? A thoughtful, nuanced discussion of design and content – an enjoyable and informative read all the way through the comments.

In Defense of Trends (why my thoughts on them have changed and why design should let go of judgement more often): https://t.co/hwwXmkDQBS pic.twitter.com/0YOTOy9Wzl

— Grace Bonney

(@designsponge) March 15, 2018

HANDPICKED RELATED CONTENT: When Content Backfires: How to Handle Negative Feedback Online

Non-Obvious trend: Brand stand

Reacting to a polarized media atmosphere, more brands feel compelled either by choice or necessity to take a stand and offer a distinct point of view about the world.

This trend isn’t new — Rohit points to REI, which took a stand against Black Friday consumerism starting in 2015 — but it’s definitely accelerating.

youtube

What has changed, Rohit says, is that “what you believe as a company has to be front and center in everything your company does.”

What you believe as a company has to be front and center in everything your company does, says @rohitbhargava. Click To Tweet

Why? Because people want to know.

A new study from Sprout Social finds that most consumers (66%) think it’s important for brands to “take a public stand on social and political issues.”

66% consumers say it’s important for brands to take a stand on social & political issues. @SproutSocial Click To Tweet

HANDPICKED RELATED CONTENT: How One Brand Created a Movement by Investing in Purpose

Steal this idea: Create a reason to believe in your brand

You’re probably all too aware of executives’ skepticism of proposals that require investment but don’t directly lead to sales.

Imagine how they would greet a proposal to take employees out of their day jobs and send them into the community to walk people’s dogs or buy them some ice cream or a tank of gas.

The executives at SoCal Honda Dealers approved it. Rohit says they signed off because no one (wisely) tried to convince them free ice cream would sell cars. They bought into the idea of presenting their dealership staff as helpful members of the community to get more people to think of Honda (and visit Honda showrooms) when they’re ready to look for a car. After that, it’s the sales team’s job to close the deal.

Sure, the Honda dealers could have chosen to spend that money on advertising. But that’s what nearly every other car dealership does. Honda invested in a brand stand of random acts of helpfulness.

Rohit says a brand making a statement like that gives people a reason to believe in the company, a reason to come in and check it out.

Non-Obvious trend: Back-storytelling

Organizations uncover that one of their greatest assets to inspire loyalty from customers and employees alike can come from taking people behind the scenes of their brand and history.

A mainstay of About Us pages and brand videos, origin stories have been hot for a while. Most likely your brand has so many more stories in its history and the potential to tell them in a way that’s unique to your brand voice.

One of Rohit’s favorite examples comes from the Hans Brinker Budget Hotel Amsterdam, which loves to say that it’s been “proudly disappointing travellers for 40 years.”

With a sense of humor consistent across social media and in its signage, the hotel has managed to turn its no-frills nature from a reason to avoid the place into a reason to seek it out.

A budget hotel used humor to turn its no-frills nature into a reason to seek it. @rohitbhargava Read more> Click To Tweet

HANDPICKED RELATED CONTENT: Brand Museums: How Companies Tell Their Stories

Steal this idea: Find your meaning, then tell great stories about it

Rohit points to the brand documentary Make Haste Slowly: The Kikkoman Creed, which kicks off with a spectacular origin story, using artful but simple animation to depict the company’s founding by the widow of a Shogun warlord who fled her home with a young son in fear for her life. The 25-minute documentary also traces how the 16 articles established long ago still guide the company today.

I know I won’t look at soy sauce, an inexpensive grocery item, in quite the same way now that I’ve watched the company’s story.

youtube

HANDPICKED RELATED CONTENT: Brand Backstory: Where Your Content Marketing Strategy Is Born

One bonus idea to steal: Curate trends yourself

One of the best ideas to steal is one Rohit openly teaches – how to curate non-obvious ideas yourself.

Content marketers are natural curators, though it can be tough to find the gems that everyone else overlooks. To do that, Rohit recommends you develop five habits:

Be observant. Pay attention to the things most people don’t. (Yes, you must look up from your phone.)

Be curious. Ask more questions, especially about things not in your typical information circles.

Be fickle. Don’t dwell on something. Capture it, process it, and move on to the next idea.

Be thoughtful. Really consider the material you’re curating and come up with your own opinion about it.

Be elegant. Simplify what you share with your audience.

Really consider the material you’re curating & come up with your own opinion about it, says @rohitbhargava. Click To Tweet

By cultivating these habits, Rohit says, you’ll learn to spot the intersections between ideas. And, because you’ll be using sources others likely miss, you’ll come up with ideas others don’t.

You can hear more about the non-obvious trends Rohit Bhargava spots (and his detailed method for collecting them) in his ContentTECH webinar. To listen in, you can access all sessions for free until May 28, 2018.

Cover image by Joseph Kalinowski/Content Marketing Institute

The post How to Use Non-Obvious Thinking to Create Better Content appeared first on Content Marketing Institute.

from http://contentmarketinginstitute.com/2018/03/create-better-content/

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