Archive for December, 2012

New Year’s Revolution: Top 10 tips for tip-top content in 2013

Friday, December 21st, 2012

Further to Martin’s Digital Marketing Predictions for the New Year, here’s another little festive gift in the form of 10 top tips for 2013. Much easier to implement than Resolutions such as ‘Do 4,000 sit ups every morning’ or ‘Complete an ultra-marathon wearing a suit of armour’, these are designed to help you create a Revolution in your approach to writing great content to engage your audience, generate new leads and win new business in 2013 and beyond.

New Year’s Revolution: Top 10 tips for tip-top content in 2013 from _Katapult

CONTENT IS KING

Producing high-value content helps build a loyal audience; by providing such useful content to the people who want it most, you can cultivate your leads and nurture them through the sales funnel. Producing interesting, timely and relevant content doesn’t have to take up a massive internal resource either, encourage your team to input on content that is relevant to their expertise to help add authority to your brand and messaging.

FIND YOUR AUDIENCE

Without knowing where your audience is and what social channels they are using, you could end up becoming the jack of all channels and the master of none. Your audience doesn’t need to be huge but they do need to care about what you’re doing. If you think that everyone should care, it’s unlikely that you’ll communicate effectively with anyone.

GO FOR GOALS

Without setting goals and a content strategy, you could end up staring at meaningless statistics. Make sure you know what you want your audience to do with your content, how they should engage with it and give them clear call to actions throughout.

eBOOKS & WHITE PAPERS…DON’T BE DAUNTED

Investing your time writing an authoritative white paper or eBook may seem daunting, but once you have this content, its uses are (almost) endless. Capturing data when your publications are downloaded connects you to people who are genuinely interested in what you do. Think backwards; think about what kind of lead you want and then produce content that entices your audience to fulfil your calls to action.

WRITE ONCE, PUBLISH MANY (OR ON OTHER PLATFORMS)

One interesting and insightful article can be used numerous times in as many different ways. Break the content up and mould it into new formats for different uses and users.  For example create a video or a slideshow to share on YouTube or SlideShare, an infographic to share on visual.ly, turn it into a webinar or a presentation for an event, relate your content to a real life case study, do a survey on Survey Monkey or break it down and write a how-to article on the subject. By adapting your content, you can achieve maximum reach for your efforts.

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Digital Trends #1: Digital Marketing Predictions 2013

Tuesday, December 4th, 2012

The holidays are approaching and you no doubt have your eye firmly on the prize of an extended Christmas break. There will be food, family, parties and hangovers but once the celebrations are over it will be back to work where you’ll be looking ahead with blurry eyes filled with booze-fuelled regret. In this post I hope to help demystify what challenges lie ahead for digital marketers and provide a small insight in to what awaits us in 2013…

FACEBOOK LAUNCH AN EXTERNAL AD NETWORK

A Facebook external ad platform will be a big hit for investors

A Facebook external ad platform will be a big hit for investors. (Image source: Flickr, OwenWBrown)

This one is almost certain to happen sooner rather than later as the disappointing stock price forces Facebook to find new revenue streams. Some analysts have forecast that by launching their own rival to Google’s AdSense platform, Facebook could double their revenue.

Given the recent changes made to Facebook’s data use policy, it would appear that this is a high priority for Facebook. If you don’t believe me, read what Erin Egan, Facebook’s chief privacy officer, told Forbes magazine in November.

“Everything you do and say on Facebook can be used to serve you ads. Our policy says that we can advertise services to you off of Facebook based on data we have on Facebook.” (more…)