Category Archives: Content Marketing
Social, Web And Search: It’s All About The Data, Big, Small Or Otherwise
There’s a lot of dialogue about social media, blogging, content marketing and more, used as a means to market a business or brand. The discussion is continuous because marketing has changed so much that businesses are scrambling to keep up. The ultimate goal for organizations is to have the continued ability to promote and market their company, and the changes are making this a challenge to say the least.
According to Adobe, the marketing industry has changed more in the past 2 years than it has in the last 50. THAT is huge! So, there are many companies that are playing catch-up in a very real and frantic sort of way. The thing about playing catch-up is, that at some point you expect to catch up and that usually happens. However, when things are moving as fast as the marketing industry is, while you are playing catch-up the pace continues to accelerate. This makes it so much tougher to catch up, but it is something that has to be done if one would like their business to survive this technology boom.
The acceleration toward digital marketing and progression away from traditional print media created an avenue for social media to take a foothold in the consciousness of everyone and this includes businesses. Social Media was just taking off a few years ago and it has now established itself as a huge part of the every day lives of individuals and businesses alike.
There are some businesses that recognized the importance of social media immediately, embraced it and is now thriving in that space. However, as with anything there are still organizations that have yet to see the importance of this media and are now lagging behind terribly. The companies that opted to task their major marketing efforts within the social media space to an intern or their neighbors teenager without bothering to embrace it and get to know more about the space are the organizations that will find themselves that much farther behind. As for the companies that were quick to embrace social, those are the organizations that will continue to move ahead in the space.
The companies that immediately recognized the importance of social media are diving head first into this evolving digital marketing space with a vengeance. These companies are the companies that have recognized that the social media honeymoon is over. Further, they’ve realized that it’s time to take social media to the next level. That next level is focused upon content, data and its relevancy to their organization.
Data, big, small or otherwise is the driving force behind having the ability to dominate the digital space or falling even father behind in this ever-transforming space. If you think about it, data is really not that new because traditional marketing utilized data to a certain degree for print campaigns and other non-digital media. The difference with data in the digital marketing space however is a bit different because it’s on a much larger scale due to the sheer volume.
Historically, those involved with traditional marketing have experienced challenges in areas of measurement of ROI. Data, big, small or otherwise provides the necessary information in which to bridge this gap. Data provides an avenue in which to measure the results of any marketing campaign and companies that have been more progressive in the digital marketing space are recognizing the importance of data in their digital marketing campaigns.
Data and companies focus on it will push one dimensional social media “experts” to step up their game in this digital marketing space, as more and more emphasis is placed on providing ROI for campaigns. Hence, we are moving away from social media that is not measurable to an area in which campaigns are calling for experts with the ability to go beyond just sharing and engaging, to analyzing the results of campaigns.
Measurable content is a huge component of the continued growth of social, search, web and visual content. It is actually one of the driving forces behind the growth in the digital marketing space.
The need for content that is measurable will continue to rise as the digital marketing space expands. So it is advisable that you brush up on your data and analytics because the maturation of social media just evolved into providing measurable content and analytics. So data and the ability to measure it will become more and more important as the digital marketing space evolves.
As organizations gain control over their big data and create the ability to effectively utilize smaller concentrations of data effectively they will start to realize the importance it will play in analysis and the measurement of ROI. Essentially data, big, small and otherwise is very important and will gain more importance as organizations realize that data is the key to dominating the digital marketing space.
Data will continue to create a quandary for organizations and marketers as it continues to grow. Digital marketers that realize the importance of data and have recognized the shift in the digital marketing space to utilizing data will be the segment of marketers that will thrive in this ever-evolving space.
As organizations recognize that their power to make more informed operational decisions due to analyzing data, the demand for digital marketers with this ability will increase exponentially. So, goodbye social media gurus, it’s been fun but social media playtime is officially over, because it’s time to analyze some data.
10 Steps to Using Digital Marketing Strategies To Find Your Dream Job in 2014
2013 is coming to an end, therefore it’s time to analyze, evaluate and make changes going into the New Year. We all make resolutions about, health, wealth and happiness so why not include changing our employment situation. This is especially the case if you are one of the 71% that hate their jobs.
When I wrote the article, 71% of people hate their job; I was astounded by the response to the article. I was more surprised that there were so many people that were unhappy with their employment situation.
Sometimes people can feel stuck in a situation due to a variety of reasons and they become very reluctant to make a move, so they just grin and bear it. It seems that there are up to 71% of the population that are willing to grin and bear it.
Guess what people, we are moving into a new year so NOW is the perfect time to make changes in your life. More people need to be a part of the 29% that LOVE their job instead of the 71% that hate it.
We are now living in a very digital world, so now we need to look at new ways in which we can gain the edge in competing for jobs. If you are a Digital Marketer, you may find yourself consulting, working for an organization or both. Sometimes as digital marketers, we do not effectively market OURSELVES as a BRAND and that is very important.
If you are in a more traditional industry, chances are you are NOT marketing yourself as a BRAND either. In this increasingly digital world, all people that are looking for new opportunities should start to see themselves as brands so that they can compete in this tough job market. Most people are using some type of social media recreationally. So, if you are involved with social media even socially, these ten tips will be perfect for your 2014 strategy for grabbing your dream job.
Whether you are a digital marketer or just someone looking for a new career path, it is imperative that you see beyond your present situation and come up with a creative way to change your career path. The first step is visualizing yourself, not as JUST a person trying to get a job, but as a brand. It is very important that you think of yourself as a BRAND and you should market yourself accordingly.
A huge part of viewing and marketing yourself as a brand, is maintaining a very visual digital marketing footprint separate from the brands that you work with, if you are a digital marketer. It is GREAT to work in this ever-growing digital marketing industry but as digital marketers we must maintain our own digital marketing persona totally separate from the organizations that employ us or that we consult with. So, it is very important that we continue to develop and grow our own individual personal brand and digital footprint.
If you are NOT a digital marketer you should start to incorporate some branding content into your personal profiles. It is very important that all people see themselves as marketers, if only to market oneself to the world in seeking a new or better career path. It is more important than ever to utilize social channels for career advancement in addition to traditional résumés and this is primarily due to the growing importance of our digital footprint.
I’ve read on numerous occasions that traditional resumes are very close to becoming irrelevant because our entire digital presence is available online for all to see. More and more recruiters are utilizing the digital presence of employment candidates to get a better feel for potential employees before they even read resumes. This is one of the reasons that we must make sure that we have a positive and flattering digital footprint and that we continue to develop our own personal brand.
There are pluses and minuses to having your entire online persona for all to see. The biggest plus is that you are always visible; the biggest minus is that you’re always visible. LOL. This is the primary reason that we must be aware, more than ever about the types of content that we display on our digital marketing channels. So it is imperative that we have a strong personal brand and a positive digital footprint. Take a look at the ten steps below, to help develop your personal brand:
1. Logo: Create a logo for your brand. My brand is Anise Smith, so the first thing I did when I started to develop my brand almost five years ago was to have my name created in logo form. If you are creating a new logo make sure you have it created in 3 different formats. Have your logo created in EPS format, which allows it to be duplicated for print and web, PNG for use when you need a transparent background AND jpg for general use.
2. Uniform Branded Look: You should have a consistent branded look across all of your social media channels. So create your Facebook cover, Twitter layout and other digital collateral with the same branded look.
3. Facebook: CLEAN up your Facebook profile! I have seen some things in my daily virtual travels that would definitely be viewed as negative. If you want to promote a positive personal brand YOU MUST start with presenting a positive Facebook image.
I am connected to my father, teenage son and many family members on Facebook, so I only share information that I would share with them offline. This is a great way to mentally keep your content clean and shareable. Don’t post information that you wouldn’t share with your grandparents, parents or children. If you wouldn’t yell it across the dinner table during a family meal, DON’T post it on Facebook. PERIOD!
Before you hit the POST button, think about how an employer would view your post. If there’s even a question of how your post would be viewed by employers or just followers in general, DON’T hit POST. Better yet, picture your grandma peering over your shoulder while you’re writing your post. If grandma wouldn’t approve, don’t post.
Facebook is a huge part of branding yourself and you should use it wisely. Assume that ALL potential employers will check your Facebook profile, because they probably will. So it is best that you put your best foot forward starting here. After you clean up your profile, showcase yourself. This may involve loosening some of your privacy settings to showcase certain areas of your profile.
- Make a cover photo that showcases your talent. Facebook covers are 851 × 316.
- Add your employment history, in the work and education section.
- If you attended college, utilize the education section to add information about your school.
- Use the project area to add the projects that you’ve worked.
- Facebook just added a section for professional skills; add your skills in this section.
- Don’t forget to use the contact us section to add your website, blogs and social media channels.
Facebook can be utilized almost as a resume if you add the right content and if you are a little creative.
4. Twitter: This is a great avenue to showcase your knowledge and to present yourself as an expert in your area, which is very important in creating a brand for yourself. Having a great Twitter profile allows you to make amazing connections while building followers organically, both of which are crucial to your personal brand. So make sure you are utilizing this channel and showcasing your capabilities to your followers and potential followers. If you are unfamiliar with Twitter start practicing keeping your verbiage short, because you only have 140 characters to make your point. So, you must use them wisely. To get started check out these easy steps:
- Create a header for your Twitter layout, it should be no larger than 1252 × 626.
- Create a Twitter background with your contact information. Twitter backgrounds are 1920 × 1200.
- Display a presentable image of yourself.
- Add a descriptive; yet brief bio using 140 characters.
The importance of Twitter cannot be overlooked in the process of branding yourself. Studies have shown that recruiters from the top employers in the country, are using Twitter as a way to recruit top talent. YOU want to be considered the top talent and you want to be noticed by these recruiters. So Twitter is essential!
5. Google+: There has always been some controversy about the importance of this platform. I’m not exactly sure why, since it is a GOOGLE platform. Most know that Google is pretty darn awesome. So, needless to say I’ve been a fan since the Beta release! Another reason to get acclimated to Google +, Facebook has been losing a bit of steam recently so it is very important that you create a profile on Google+. Additionally content shared on Google+ shows up in search results. Enough said!
*Note* You can schedule your posts for Google+ and other social channels. I’ve used a few but I find that, Buffer is the best scheduling platform available.
6. Blog: I am really partial to WordPress but the most important thing is that you have a blog, which you contribute to regularly. So, select the platform that you are most comfortable with. [Wordpress, WordPress, WordPress, hmm, did I suggest WordPress?] A blog allows you to present yourself as an expert in your field utilizing your own content AND it allows you to provide this content to your social media channels.
Additionally you can create a page on your blog for your online resume. A web version of your resume allows you the convenience of sending a link quickly from pc, tablet OR mobile device directly to anyone that is interested.
Also, make sure that your blog is viewable by way of mobile device. So many people are mobile that it’s almost mandatory that your blog be viewable by mobile device. This also offers you the unique opportunity to respond to emails from recruiters and send a resume link right from your mobile device, within seconds. WINNING!
7. Triberr: If you have a blog YOU ABSOLUTELY MUST be a part of Triberr. If you are not familiar with Triberr, you need to become familiar quickly. Triberr is THE BEST platform to utilize if you want to get exposure for your blog. This platform is second to none!
So, Triberr in a nutshell: It’s a platform that allows exposure of your blog through mutual sharing of content. As a part of Triberr you would join tribes of interest. After joining the tribe(s) you would then connect the RSS feed of your blog to the Tribe. This allows your tribe mates to share your blog content to their Twitter followers. Additionally all of your tribemates will have their blog RSS feed attached so that you can share their blog content with your Twitter followers.
The Triberr platform allows you to multiply the reach of your blog through the mutual sharing of content. This platform is Google Juice for blogs and if you have a blog you need to be a part of Triberr, period. Check out Welcome to Triberr and the Guide To Getting Started With Triberr.
8. LinkedIn: Is probably the most important step you can take to meet contacts, extend your network and place yourself in the faces of recruiters searching for your expertise! Make sure you have a presence on Linkedin, make the proper connections, get endorsements, join groups and totally embrace this platform.
MOST companies in search of top talent will be actively involved with LinkenIn, so make sure you have a GREAT profile and keep it updated.
- Use keywords in your headline and through out your profile.
- Use an appropriate profile photo.
- Complete your entire profile.
- Add slideshows, links and blog posts to display your skills.
- Share professional content that is relevant to careers or your industry.
- Monitor your profile because you can see who has been checking you out. If you have a visit from a person of interest, visit their profile. They will now know that you have visited their profile and this may allow you to spark up a conversation.
- Follow companies that you have an interest in because you may be able to connect with people of interest at that company.
Linkedin is one of your most valuable resources you can utilize, if you want to change your employment situation.
9. YouTube: Videos are a GREAT way to showcase your talents. So create a 2 Minute video to showcase your capabilities.
- Add keywords to any and all videos that you create because this will help Google to index your videos.
- Add your video to your website or blog.
- Share your video on your social media channels.
- Add your video to your LinkedIn profile.
10. BrandYourself.com: Allows you to monitor your digital footprint as it displays on Google. You will get a report if any of your digital marketing channels have gone up or have fallen down in ranking. This service is GREAT because it allows you to see how your brand is displayed on Google according to rank and it is FREE!
Are you currently utilizing any of these platforms to brand yourself? Are you using different channels? Let me know! As usual, I welcome any comments, good, bad, ugly or indifferent. I can be found on Google+, Facebook and Twitter, circle me and/or follow me.
Tags: 71% of people hate their jobs, Anise Smith, blog, Blogging, Brand, Business, careers in 2014, Digital footprint, Digital marketing, Digital marketing in 2014, Facebook, get a job that you love, get a new job in 2014, Google+, hate your job, how to love your job, how to love your job in 2014, how to not hate your job, Internet Marketing, job search when you hate your job, Marketing, Marketing strategy, most people hate their jobs, new job in 2014, New Year, people hate their jobs, Social Media, Social network, start 2014 with a new job, Technology, Twitter, what to do when you hate your job
The What, When, Why and How of Content Creation
We have moved full force into a world where marketing has become education based, NOT sales driven as it was in the past and this calls for a different route to be taken with marketing based initiatives.
Content creation is rapidly moving toward being a huge driving force behind what once was traditional advertising, marketing and sales. This changes how we think about marketing in general and will require organizations to re-evaluate their marketing strategies. Based on these changes, the ability to create original, thought provoking and shareable content is not optional anymore it is mandatory.
According to Ad Age’s survey, 55% of marketers have increased their content-marketing budgets this year and is expected to do so in 2014 as well. The companies that are forward thinking enough will be a part of this trend, those that are still old school will not and fall that much father behind in creating the digital footprint needed to present themselves as authorities in their field.
At one time there were sales collateral produced by companies that were used to promote that company as an authority in their field. Traditional print pieces, brochures and magazine articles were once used to promote organizations but with so many people living in a plugged in world these channels are no longer as effective as they were during the print era. This is the dilemma, so what’s a company to do?
It’s time for companies to take the shift in consumable media serious and open their eyes and minds to change. People are just not consuming media utilizing the channels such as print as much as in the past. Media or content is consumed on social media channels and blogs by way of tablets and mobile devices. So it is imperatives that business who want to be viewed as authorities start to take content creation very serious. Businesses MUST start creating content AND publishing that content to the channels that people are utilizing!
So let’s take a look at the what, when, why and how of getting started.
This is the easiest question you can address because the WHAT of content creation is promoting WHAT it is your organization does. Every office has one or two people that are informed about EVERYTHING about the company. These are also usually the people that have been with the company since the company started. This person is a valuable source of information to a content creator! They are your brand ambassadors and they have the ability to provide the WHAT of content creation for your content creator.
You should create as much content as you or your company can physically manage and post it as much as possible. If you get a content creator that is on their game they will be able to stretch out a small amount of content into multiple pieces of creative and engaging posts on a blog. This content can then be posted over a period of time. It would be a great idea to create a publishing calendar so that you can have an organized and consistent flow of content moving through your digital channels at all times.
By providing an abundance of content this allows you or your company to become authorities within your industry. If you become an authority in your industry you can increase your exposure, improve Google placement and potentially increase sales. This is just a no-brainer.
At one time the company with the biggest marketing budget was the company that had the most exposure and sales. The same thing applies here except we are dealing with online content, which has essentially replaced a lot of traditional marketing channels as a way to consume media.
There are so many ways to create content and so many types of content that you can create, written, visual, video or a combination of all. The most important thing is to provide a variety of types of content and use analytics/insights to gauge the effectiveness of the content that you are providing. Some say that visual content does best, some say video but every audience is different. This is why using the data from analytics is imperative because it will allow you to see what kind of content your readers like. This allows you to create and share more of the content that is in demand and less of the content that is less than favorable.
To get a better idea of the importance of creating content for your brand, take a look at the infographic below.
As marketing changes so MUST the willingness of companies to keep up with the trends that will keep them ahead of their competitors and content marketing is one of those trends. We no longer have such a high demand for print, brochures but an increasing demand for blogs, newsletters, website articles, white papers, and special reports. Content creators are key to providing this type of content and it is essential that that content be original, engaging and shareable.
So stop reading and get started with creating great content for your brand!
Posted in Content Marketing
Tags: Advertising, Anise Smith, Blogging, Business, content, content creation, Content Curation, content is king, content marketers, Content marketing, Digital marketing, Facebook, google and content, Google+, Internet Marketing, Marketing, Marketing and Advertising, Marketing strategy, providing great content, Search Engine Optimization, Social Media, Twitter
I honestly never thought I would be a blogger and I think this was due to a bit of writer burn out after completing an accelerated Masters Degree in Internet Marketing in one year. Since the degree program was totally online, so fast pace and very writing intense I never thought I would want to write again after completing the program. However I’ve found that it has not been the case and that it is one of the things that I enjoy most about being an Internet Marketer. There are so many things to love about being a part of this changing Internet Marketing industry and blogging has moved to one of the top spots on the list of things to love, especially after finding my blogging voice so to speak.
I have been blogging now for about two years, but I have just recently found my blogging voice. I think an important part of enjoying the blog process is the ability to find your voice because once you do, you then are able to build a great audience and take so much more pleasure from writing. The process for me has been mentally moving beyond what I think people want to hear to a combination of what I want to say and what needs to be said. This allows me to bring the very “keep it real” philosophy that I have in my off line life, to my blog.
I am not an extremely talkative person offline, although I do speak my mind and talk when I have something to say of importance. So, when I decided to incorporate more of my own personality into my writing style it has really helped with the ability to continue the flow of conversation going, by way of blog post. Ultimately it has allowed me to have an ongoing source of topics that I use for blog posts.
So, the take away when developing a blogging strategy keep these three things in mind when trying to find your blogging voice:
- Be Yourself
- Be inspired by situations that happen in your daily life
- Be playful and have fun!
- How to be a Social Media Writer in 10 easy steps (scoop.it)
- Internet Marketing C.O.D.E. #SocialMedia Marketing Beyond Status Updates and 140 Characters (anisesmithmarketing.com)
- What Happens Every 60 Seconds In Social Media? [INFOGRAPHIC] (scoop.it)
Social Media is huge as we all know and a HUGE part of social media if you are doing it correct you are involved with some sort of content marketing whether you realize it or not! It seems that content is definitely still king. More and more of the larger companies are moving strongly toward content marketing and I suggest you consider incorporating it into your marketing plan if you have not done so already.
Content marketing is a marketing technique of creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience – with the objective of driving profitable customer action.
Take a look a the Infographic below to give you more information about content marketing.
- Is Content Marketing the Hot New Trend? – Infographic (jeffbullas.com)
- Content marketing is booming, but social media doesn’t lead just yet (thenextweb.com)