资源描述
EFFECTIVE CONTENT MARKETING STRATEGIES FOR MARKETERS AND AGENCIES Marketing is evolving faster than ever before. Learning to leverage the newest technologies in a timely manner can be the difference between success and failure.A NEW MARKETING LANDSCAPE ith each advancement in technology, the marketing world shifts. Television used to be the only way to reach consumers while they were in their homes. Now, the mainstream use of the internet and smartphones has created a constantly connected society.New methods require research and metrics to determine whether the tactic is actually working for a business. Traditional marketing and advertising techniques, like television, outdoor, and print, relied on the ever-ambiguous term of brand awareness. Marketers today must be able to quantify that awareness.Digital marketing has made that both easier and harder. It is certainly easier to track impressions and clicks, but businesses are looking for the most return on their investments. Naturally, they expect to capture strong leads and close sales with their marketing initiatives, but now they also want to learn more about their consumers to further narrow their tactics.Marketers and agencies, especially those in the digital realm, not only need to report this data accurately, succinctly and quickly, but must also be able to analyze the data to create meaningful suggestions for future campaigns. WTHE EVOLUTION OF CONTENT AND INFLUENCER MARKETINGContent marketing creating and distributing non- branded content that benefits consumers drives long-term customer engagement. It began simply as blogs and articles, but then quickly adopted visual elements such as infographics, photos, and video. As it stands right now, video reigns supreme in the content marketing world, capturing far more engagement than any other method. In fact, video content will represent 74% of all internet traffic in 2017. Brands all over the world began to push out content on every channel, learning the ins-and-outs of guest blogging, paid sponsorships and social media. The digital realm has been flooded with content from those who dont fully understand its nuances. Content today ranges from genuinely helpful to thinly-veiled advertisements.1In some cases, the long-term consumer trust that many brands were aiming to earn was lost to poor quality content. Content marketing is a significant investment, and the return was not adding up. To remedy the problem, marketers needed to find a new way to earn back the trust of their consumers.Enter influencer marketing. Using thought leaders and industry influencers, brands create a new, collaborative type of content that rings true to the original intentions of content marketing. This content, distributed by influencers, rises above the noise to reach consumers.Better yet, influencer marketing brings personal referrals into the digital realm. Word of mouth and referral marketing remain some of the most prominent influences on the consumer buying process. to make a change to their search engine algorithm. The next big thing, whether it is live video, 360 degree images, or messenger apps, is already here. Start planning now how you can introduce and track it as a new tactic.Partner up to fill in the gaps in your marketing strategies. Do you have the data, but not the analysis? Is the creative set with no clear direction on how to execute? There are plenty of AdTech and MarTech platforms to choose from that will best suit the needs of your business.HOW ADTECH AND MARTECH SUPPORT YOUR MARKETING GOALSContent and influencer marketing is not something that comes out of the opportunity buy budget. Unlike a last minute television spot in the big game, content marketing is a long-term investment. Some companies have the time and resources to invest internally, others would rather rely on the work of 2 THE HALLMARK OF DIGITAL MARKETING IS THAT ITS MUCH EASEIR TO TRACK THAN TRADITIONAL METHODS, LIKE TELEVISION, OUTDOOR AND EVEN REFERRALSBusinesses want to see more than clicks and impressions; they want to see meaningful data about their consumers. On social channels, that type of information is easy enough to find. Descriptive, engaging comments and user demographics both help paint a complete picture of ideal customers.Moving into 2017, marketers will need to start thinking outside the box. Videos domination of social feeds is evolving toward favoring live video, quickly becoming a category of its own. Messenger apps and other types of dark or untraceable communications have also seen a rise in popularity. What marketers must never lose sight of is how to keep pulling meaningful data from these tactics.HOW TO ADAPT YOUR STRATEGY TO A CHANGING MARKETING LANDSCAPEFor many companies the biggest barrier to launch a content or influencer marketing plan is a lack of resourcesthat is their resources are tied up in other, more traditional methods. Having a flexible marketing plan that reacts to the advancements of technology, apps, and social channels allows marketers to adopt relevant new tactics as they emerge. Google often provides hints well in advance whenever they are about ( WHAT TO LOOK FOR IN AN INFLUENCER ) Influencer marketing campaigns can be strategized to reach the audience of your choice. Many of these influencers have niche followings, narrowing in on the true beauty of social media.There is an industry leader for nearly every topic. From the macro view of the fashion industry as a whole to the more specific segment of athleisure to the focused niche of fair-trade workout apparel, there is an influencer to meet your brands needs.In some cases, youll want your campaign to reach as much of your target audience as possible. In other instances, youll be focused on growing an audience that is just on the outskirts of your main target. Proper vetting of influencers will help you choose the right person to meet your goals. REACH3 2 HOW ADTECH AND MARTECH SUPPORT YOUR MARKETING GOALS Do It Yourself Depending on the skills and time restraints of your team, managing an influencer or content marketing campaign may be well within your wheelhouse. By running and implementing a campaign yourself, you may save money but your time investment is significant. White Label Software For companies that have established relationships with influencers and are looking for a better way to track the return, content or influencer marketing software may be the best fit. The relationship stays within your business, but you invest in the software to help your campaigns run more smoothly. Managed Campaign Services There are companies that will run a full-campaign for you. These companies have previously established connections with influencers, experience developing strategies that work, and will manage it all from start to finish. This option may be best for those that are entirely new to the influencer marketing world. experts to introduce this new tactic. Its all about finding the right fit for your business.FINDING THE RIGHT PARTNERAn influencer company can be a powerful partner to your marketing team. Much like experiential marketing, an influencer project can require an abundance of manpower to plan, monitor, and analyze. Working with a partner thats familiar with influencer marketing adds a knowledgeable source of strategies and tactics that will make your campaign a success.With a managed influencer campaign, you get: Help finding the right influencers. When it comes to finding the right talent, its about more than just the reach and engagement of one persons social media channel. You are asking an influencer to become a part of your brand one your most valuable assets. The right partner can parse out the talent that will fit best with your brand. Through careful selection, the reach of your campaign will be significant, but also of a higher quality than your typical digital marketing avenues. A collaborative process to reach your goals. Once the right talent has been selected, its important to get everyone on the same page. Expectations are laid out for both the social media influencer and the brand. Neither can operate in a vacuum, and both must have the appropriate resources to authentically represent the brand. Your chosen partner will help facilitate this conversation, providing the types of examples and resources that both sides will need for the campaign to go smoothly. Constant monitoring and analysis. All of the goals in the world wont do your brand any good if you havent set the right metrics to measure success. But finding the meaningful metrics to showcase your campaigns success can be overwhelming. A keen eye throughout an influencer marketing campaign from a partner can ensure that your brand sees the results youre aiming to achieveMON STRATEGIESThere are different strategies that a brand can use to achieve specific results from an influencer marketing campaign. The best choice will depend on your goals, the following of your influencer talent, and the amount of creative freedom you choose to give your newest brand ambassador in their content creationbine influencer marketing with another type of marketing Boxed Water combined influencer marketing with cause marketing to reinforce their environmentally conscious image. Their campaign called on not only influencers, but their followers as well, easily increasing the reach of their image. Using Instagram as their social channel of choice, Boxed Water encouraged users to promote their product and use the hashtag #ReTree, a clever play on the popular phrase “regram.”The payout? For every post including #ReTree and Boxed Water, the company promised to plant two trees in national forests. This campaigns influencers included both actors and YouTube sensations who called on their followers to participate. Boxed Water was able to reach 10x the number of followers on their own Instagram account.Challenge your influencer to use your product in a new way International Delight sought the engagement of “foodies with a following” when launching their new line of Cold Stone Creamery flavors. It asked each influencer to create a new dish with a product from the new line.The key to this campaigns success was finding the right influencers for the job. International Delight decided upon two key food bloggers: one with a passion for both wordsmithing and baking, and one with consistent content production and Grade A photography to accompany her posts.The campaign ended with two recipes using International Delight in a new and unusual way: Chocolate Brownie Coffee Frappe and White Wedding Cake Milkshake.Think outside of your industry Car companies have often relied on celebrities to promote their brands, but Buick wanted to try something a little different. Leveraging the popularity of Pinterest, Buick created a competition for influencers on the social network. Buicks “Pinboard to Dashboard” campaign asked influencers to create a new board that reflected their personal styles and passions. A winner was chosen and that board was used as a basis for the Encores updated model.The campaign aimed to reach a younger demographic, 4 ( WHAT TO LOOK FOR IN AN INFLUENCER ) According to a study by Twitter and Annalect, 40 percent of respondents said they have purchased a product after seeing it used or featured on an influencers social channel. Those that follow influencers trust their opinions nearly as much as those of their real-life friends and family.That trust is the number one reason that influencer marketing campaigns have been so incredibly successful. What takes a brand an extended time to garner takes an influencer just a few posts. Because this strategy is also still in its infancy, consumers have not yet become nor do they have reason to be dubious of the tactic. The Halverson group, a strategic research company, found consumer views of influencer marketing effectiveness rank highest among social media users 18-70, beating experiential marketing, celebrity endorsement, and TV ads.The perceived one-to-one interaction between an influencer and their followers is much more personal than interactions between a brand and a consumer. That trust garners more engagement through conversation, shares, and overall interactions with the content. Instead of your product getting lost in the noise of a company- filled newsfeed, it stands out as the content of an individual. TRUST ENGAGEMENT ( WHAT TO LOOK FOR IN AN INFLUENCER )7 CONTENT MARKETING DOS & DONTS Find the Right Fit Find the right influencer for your brand. While the reach of your influencer is definitely important, dont discount the quality of one with a smaller following. Provide Guidelines Provide a guideline to your influencer. While your brand is the most important part of the campaign, an influencer will do best when they can retain some of the authentic creativity that resulted in their following.Ignore FTC Guidelines Ignore the Federal Trade Commissions guidelines and laws. The FTC protects consumers from unfair or deceptive acts in commerce. Be sure your influencers know they have to disclose that they are being paid to promote your brand, and have a plan in place to make sure they follow through. Push Too Hard, Too Quickly Push too hard too quickly. Influencer campaigns are about building trust. If youre looking for an immediate payout, pursue a different tactic. Influencer marketing is meant to achieve long- term, sustainable growth. DO DONT Ask for Analytics Ask for engagement analytics from an influencer. This will not only help you choose the right influencer, but set expectations for the campaign. Monitor & Measure Continually monitor and measure results. A campaign that spans a longer time frame will have more room for adjustments to best achieve your results. Keep a close eye and change course to achieve your desired results.while also showing more personality and fun from the luxury brand. Because Pinterest is mainly a visual platform, it was the perfect fit for the contest. Add in the fact that 77 percent of Pinterests users are under 45 and its no wonder that this campaign knocked it out of the park.The campaign generated more than 17 million unique visitors across Pinterest, Twitter, Facebook, Instagram, and blogs throughout the year in which it ran.CONCLUSIONInfluencer marketing campaigns work well as an integrated component of your brands overall strategy. They provide another opportunity to express your values, personality, and vision, while also producing measurable ROI. A digital influencer partner can help you create a campaign that will launch your brand into the newest digital age.
展开阅读全文