Friday Content Marketing Links

Here’s a quick roundup of what we’ve been reading and talking about this week at JAL Communications:

Growing on the Vine
Twitter Vine was released yesterday and I have to admit, it’s pretty cool. Now that I’ve gotten my fill of banana mutilation my head is spinning with ideas on how this could be used for content marketing. I’m thinking six second infographic vine?

If you haven’t played with it yet, check it out. It’s a lot of fun. Some are even saying that posting photos on Twitter is so yesterday.

Of course it took less than a day for Facebook to block it.

Feeling Sick? Tweet about it
Some time ago I wrote about how Google was using search inquiries to track flu outbreaks. Researchers at John Hopkins have taken the concept a step further by developing an algorithm that can be used to filter out general discussion and track actual reports of the flu via Twitter.

Google Updates Analytics
Google released an update to it’s Analytics features this week. I haven’t had a chance to dig into it yet but it looks like it’s got some good stuff.

“We Need to Be On _______ “(insert social media platform here)”
Michelle Linn of CMI reports that the Content Marketing Institute/MarketingProfs 2013 B2B Content Marketing Benchmarks, Budgets and Trends research reports that as expected, more and more marketers are using social media to distribute and promote content with LinkedIn being the most popular platform.

One of the findings in the report is that “Marketers are using channels because they can, not because they make sense.”

Michael Weiss’s comments in the post about client’s focusing on where they should be in social media as opposed to what they should be doing is spot on. I can’t tell you how many times I’ve heard someone say “We need to be on Facebook” or “We need to be on Twitter.” My next question to them is “Why?”

It’s not that they shouldn’t be on Facebook or Twitter, it’s that they don’t have a plan in place for doing so. They have heard stories of social media marketing success and feel the pressure that they are being left behind. As a result, they jump in without set goals, objectives or thoughts as to target audience and flounder.

What is it you want to accomplish on Facebook or Twitter? Is that a good place to reach your target audience. Maybe Linked is a better place to reach your ideal customer? Once you find your target audience, how are you going to engage them? Do you have the resources and infrastructure (ie. a dynamic website) in place to capitalize on the opportunity when you do?

Yes, you should be making the most of social media marketing. Just make sure you know why you are getting into social media. Don’t just do it because it’s the thing to do.

And a few tips
Sarah Shreik shared a few content tips on Ragan’s PR Daily, “4 secrets to make your content marketing more appealing.”In it she muses on how P.R. pros used to put a value on the number of impressions they received.

Yeah, I used to do that. Nothing like being able to show the boss that you saved them $1 gazillion in advertising costs based on number of impressions.

Now it’s about conversions. How many of those “impressions” leads to a measurable action? If don’t know, you’re throwing your resources into the wind.

And of course…
Don’t forget to check out our latest blog posts:
“The No. 1 Google Panda Secret the SEOs Don’t Want You to Know”
“Social Media Eliminates the Need to Provide Value to Anyone” (If you haven’t seen that video yet, it’s really good.)

That’s all for now. Have a great weekend.

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