In this week’s marketing digest, we’ll see examples of why and how you should ditch surveys in favour of data for great storytelling and other interesting articles.
Let’s get started.
The 5 Ws (& 1 H) of Content Marketing
People don’t want to feel sold. They invest in ad blockers, skip TV commercials, and ignore direct mail. So, what do they want? They want to feel powerful. They want to be in control. They want to make decisions based on the value a brand gives them.
Summary
- The What What Is Content Marketing?
- The Why Why Do Content Marketing?
- The Where Where to Do Content Marketing
- The Who Who to Target with Content Marketing
No Need to Survey, You Already Have Data for Great Storytelling [Examples]
Ditch the survey; open the spreadsheet. In 2020, what data-driven content opportunities are already lurking within your data?
Summary
- Explore data you have access to and create relevant stories.
- Tools offer distinct advantages that build on traditional infographics (and address many of their shortcomings) by being:
- Mobile responsive
- Data friendly, with simple, recognisable spreadsheet interfaces
- Easy to change and update in real-time without the need to resave or republish interactive, lending to a more engaging (vs. educational/informative) experience.
- When you have the hang of more robust, interactive infographics, tap into even more powerful data visualization tools.
- Brands also can achieve massive victories in data-driven content when they’re willing to share data with others.
TikTok Shares Case Study on How to Implement a Branded Hashtag Campaign
It’s the engagement and creativity that you can inspire in others that will dictate reach, with paid promotion adding an extra boost to your efforts.
Summary
- TikTok has published a new case study which provides a basic overview of how to run one of the most successful promotional options on the platform – a branded hashtag challenge.
- Branded hashtag challenges are as they sound – brands create a specific hashtag linked to a video challenge, which they can then use to expand their messaging by facilitating an interactive, engaging video response campaign.
- That’s difficult – you can’t come up with an idea and expect TikTok users to follow along.
- ZALORA sought to use TikTok to promote its upcoming fashion festival in Singapore, so it worked with TikTok on a branded hashtag challenge to engage the TikTok community.
10 Advanced SEO Tactics to Drive More Traffic to Your Website
Whichever advanced SEO strategy you use, make sure you give it a fair shot by seeing the process the whole way through. Whenever something works, stick with it and scale-up.
Summary
- Increase content production
- Cluster your content to drive more traffic
- Optimise for featured snippets
- Add FAQ structured data markup to performing pages
- Repurpose top-performing content
- Guest post on healthy relevant websites
- Build your local presence
- Become an expert on Quora
- Use the Barnacle SEO method
- Invite guest authors
5 PR Trends That Will Make an Impact in 2020 and Beyond
Everything has gotten a little more complicated lately, and PR is no exception. That doesn’t mean that the changes we’re encountering are bad ones. Some will outlast this pandemic.
Summary
- With consumer demand shifting and companies being forced to find new ways to do things, it’s expected that little will remain the same.
- Maximise your SEO efforts to ensure you become a source, even if you aren’t out meeting people.
- Companies that are doing okay or better during this time need to keep their press cycling, and the most effective way to do that is by reaching customers where they are right now: online.
- Other up-and-coming platforms may be able to help you do things even the most established platforms can’t.
How to Do Diverse and Inclusive Content Marketing That Matters
Diversity and inclusion are important. But they can’t be incorporated into your content marketing with a checklist or an image.
Summary
- 64% of consumers took an action after seeing an ad they considered being diverse or inclusive.
- In the message, Salesforce says its marketers have the responsibility to create and promote messaging that resonates with people of all backgrounds, race, ethnicity, gender identity, age, religion, ability, sexual orientation, etc.
- Imagine what a differentiator it would be if your content incorporated voices from people who haven’t seen their faces represented or been heard in your industry.
- Ask front-line team members, go to industry events, conduct focus groups in part to better understand those characteristics that are not tracked, such as a physical ability or a point of view.
- The Conscious Style Guide is designed as a helpful resource for better understanding and knowing what to say, how to phrase something, be sensitive to, etc.
Conclusion
That’s our marketing digest for the week. God willing, we’ll be back again next week.
Related Article(s)
- Content Marketing Tactics to Increase Your Audience Engagement
- 8 Things That Will Help Improve Your Business This Year
- Figure out Your Target Market Before You Focus on Your Product
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