advertising – Editorial PR

06/Apr/2020

Organic search results are more trustworthy and relevant than ads but the majority of marketers would still choose paid search over SEO according to a new report released by BestSEOCompanies.

The study, titled ‘SERP Success: Comparing Google Ads vs. SEO’, polled 496 business owners and 522 search engine users to compare and contrast opinions about Google Ads usage and SEO methods.

There are benefits to both approaches and the two tactics can often work in tandem, and in an ideal world marketers would make use of paid and SEO to deliver the return on investment (ROI) and results their companies crave.

The effectiveness of the two tactics is not in question as 87% of respondents said SEO works for them. 90% said the same for Google Ads. The vast majority also believe they are “worthwhile”, “beneficial” and “important”. On average, marketers are spending $2,314 on SEO and $2,466 on Google Ads.

However, when asked what they would choose if only one tactic was possible, 64% of marketers would opt for Google Ads compared to 36% for SEO. This is despite the gains in key metrics that organic methods can provide in the long term.

A separate study by BrightEdge found that of all the site traffic across the web, organic search was a driver of 53% while paid was responsible for just 15%.

Marketers may prefer paid search as it is generally easier to track and measure compared to SEO, and can support campaigns from a standing start whereas organic needs more time and commitment to deliver results.

While marketers prefer paid, the consumers polled for the survey showed a strong inclination for organic results as they are deemed more trustworthy and relevant. This is backed up by the fact that 84% said they regularly click on these results compared to the 45% who do for paid search.

In fact, organic search results are more popular than any other feature in Google SERPs, way ahead of images, top stories, featured businesses, featured snippets and popular products.

More worrying for marketers is that only 11% of users believe search ads are relevant to the queries they input into Google despite the latter’s use of a “Quality Score” to improve the quality of ad content.

The good news is that marketers don’t have to choose between the two in reality as SEO and paid search methods such as pay per click (PPC) complement one another and can be used alongside content marketing to improve the quality of campaigns.

Marketers do, however, need to get some sort of documented roadmap or list of tactics down as only 30% say they implement a SEO strategy to boost their organic rankings according to another study by the Manifest.

Skill gaps could be contributing to the problem as SEO is a difficult undertaking to manage effectively as a small or micro business. SMEs are by and large, work on SEO in-house and on a part time basis. Working with an agency or outsourcing activities to professional freelancers could help.

Aimee

08/Oct/2018

Half of US-based marketers are using contextual targeting to reach and engage with audiences more effectively, according to a new study published by The Drum and GumGum.

Behavioural targeting has traditionally been the go-to method for advertisers, as it allows them to tailor content to people they believe will be receptive to it depending on demographic factors, such as age and sex, and psychographic factors based around values, attitudes and opinions. The study suggests this is now changing.

Just 25% of marketers said they now use behavioural targeting compared with the 49% that favour contextual targeting. The latter method sees brands target people based specifically on the context of a specific website and what an end user is looking at. This is appealing to brands in a climate of fake news, safety scandals and the recent arrival of GDPR regulations.

GDPR has overhauled personal data collection and limited a company’s ability to store and analyse data from consumers that underscores traditional behavioural targeting. Contextual advertising empowers brands to serve up engaging, personalised and relevant content to audiences without having to glean insights from big data. It is better suited to the real-time nature of digital content consumption.

The latest report, titled Contextual Advertising: The New Frontier, highlights the comeback of contextual methods in modern marketing campaigns. It is by no means a new targeting activity, but it has become much more complex and useful in recent years. Back in the early days of digital advertising and SEO, brands would often rely on a single keyword. This is no longer the case, as AI and other cutting-edge technology allow publishers to decipher the visual content of a specific page.

Advertisers are eager to capture and retain the interest of a consumer in today’s saturated content landscape. It has never been more important to deliver the right piece of content to the right person at the right time. Semantics analysis and computer vision are now supporting a step change in the efficiency of contextual targeting. These methods offer brands a realistic solution at a time when data collection and processing is a pressing issue for the general public.

The authors of the study polled 116 senior executives in the US and the UK for their opinions on digital marketing, and the main takeaway is that contextual advertising may soon become the de facto method for targeting, as new technology allows the contextualisation of text and images to inform content decision-making.

The report also found that 31% of brands are planning to increase investment in contextual advertising next year. That uptick is being driven by data showing it delivers better returns and results – performance increased by 73% on average when compared to behavioural targeting.

The study does stress that contextual advertising should not be used in isolation and should be supported by a balanced mix of marketing and advertising techniques and methods. However, it is perhaps the best method for delivering strong results at a time when global regulations for data are inconsistent and brand safety concerns grow.

Aimee

19/Jun/2017

The phrase ‘content is king’ has been bandied around for years, yet it now rings truer than ever, with businesses needing to prioritise content marketing if they’re to engage with and inspire their target audience. With modern consumers being more demanding, savvy and empowered than ever, content will remain at the heart of marketing in 2017 and beyond.

Understanding content marketing

Content marketing cover a broad spectrum of practices but it is generally thought of as a marketing strategy that places emphasis on creating and curating valuable, high-quality content that is relevant to your target audience. The end goal is to engage consumers, boost brand loyalty and, ultimately, increase the bottom line.

Over the past few years, content marketing market has evolved a lot, and marketing strategists can no longer rely on keyword stuffing to improve search engine rankings. Now creating entertaining, shareable, authoritative content is the key to success.

Content trends in 2017

As the year has progressed, several trends have come to the fore. By utilising these, brands can optimise strategies to give them the best of succeeding. For example, 84 per cent of online consumers say they now trust reviews just as much as recommendations from a friend. It stands to reason, therefore, that if a firm can get the backing of a celebrity or industry influencer, better consumer awareness and connection can be gained.

Native advertising – advertising that resembles editorial content but is intended to promote a product or service – is increasingly being used because consumers are so accustomed to banner and display advertising that they fail to notice them. This means native advertising is now essential for brands to be noticed.

Mobile content is also becoming more popular amid predictions that 50 per cent of devices in use around the world by 2020 will be smartphones. It is important for businesses not to miss out on this growing audience and to utilise mobile marketing to engage with it.

A level of automation is also now being used in content marketing to streamline campaigns. Though it’s unlikely content creation will be automated any time soon, methods to save time and improve efficiency throughout the content marketing process can greatly help overall results, with research suggesting that companies utilising automation see a 451 per cent rise in qualified leads.

Tools for SMBs

For small and medium businesses (SMBs), content marketing offers the chance to meet larger competitors on a level playing field by optimising campaigns some of the many excellent tools now widely available.

One of the best is Kajabi, an all-round content advertising tool that is mobile responsive and helps firms develop file downloads, membership sites, online courses, training portals and more. The Clearvoice platform helps firms simplify their content strategy from management to distribution to measurement.

Content is set to remain on its throne for the foreseeable future, but it must be curated in a strategic and efficient way to yield results; firms that take the time and effort to do so can expect great returns.

Annie

01/Aug/2016

There are many social media platforms around, some of which might not immediately spring to mind as a good advertising opportunity for content marketers. For example, strategists might readily dive into Facebook and Twitter but leave other platforms on the sidelines. However, with many Fortune 500 brands turning to Instagram as a way to spread their message and interact with fans, this image-based application should not be overlooked.

Instagram made its debut in 2010 and has proven extremely popular with users since then. As the platform gained attention, it began to provide tools for content strategists and marketers. Now, more than half of Fortune 500 brands are using the application, showing just how important Instagram can be for any digital campaign.

A report from TrackMaven that analysed more than 41,000 Instagram posts between May 2015 and May 2016 discovered that the vast majority of interactions were click-based. In fact, 98.9 per cent of all engagement noted was made up of “double taps”, the system Instagram uses for people to “like” an image or video. This clearly shows the platform is not geared towards personal conversations or feedback. Instead, it is about brands and content creators engaging with their fans and followers through “like” and “comment” features.

One interesting point for all content strategists to note is the lack of filter use by global firms. One of the core appeals for users is that Instagram offers a various filters and tools to manipulate uploaded images. However, these are largely ignored by big brands.

TrackMaven Content Director Kara Burney explains that this is because most Fortune 500 brands upload pre-made content, although this method of content dispersal could be negatively affecting engagement because 12 of the filters are well-documented to actually boost interaction. Ultimately, brands should use filters if they want to ensure a smooth and immersive experience within the social platform.

Talking about the fact that many brands do not use filters, Burney said: “This finding indicates that there is an appetitive for authenticity on Instagram. Brands need to remember and respect that their content is appearing not amongst a feed of other brand-generated content, but among content from users’ friends and families as well. Remaining true to the aesthetics of each social network, like taking and editing photos natively in each platform, could prevent the jarring ‘this is obviously an ad, let me ignore it’ effect on social media.”

One of the first Fortune 500 firms to use Instagram was Starbucks, and the brand’s strategy is working. Engagement on the platform has reached a record high for the coffeehouse brand, with a ratio of 24.64, which is calculated on the number of interactions each post gets per 1,000 fans.

For strategists that want to extend their digital approach, utilising Instagram is a wise move that can be used in combination with other social platforms to boost audience reach and interaction. Data shows that some of the highest engagement levels are experienced on weekends and late at night as users sit down to surf the application during their leisure time.

Aimee

25/Jul/2016

There may once have been a time when content marketing was thought of as a process for famous, glamorous and on-trend firms. Many key decision-makers saw this advertising option simply as a way of creating content that’s relevant and resonates enough with an audience to be shared across social media. There’s an easy to identify pattern too; the themes that get most shared are often food, travel, fashion or technology. Currently, Pokémon Go is hitting all the headlines. However, content marketing isn’t actually the creation of valuable material that’s based on the latest in-vogue trends. Instead, it is about developing content that appeals to a pre-determined target audience with the objective of driving profit. Creating material on Pokémon Go, for example, might get many shares, but if it’s not what a firm’s target audience are looking for, it’s unlikely to be successful in delivering successful results and improving the bottom line.

For firms considering whether to move into the area of content marketing development, it’s important to consider that it isn’t only about shareable content. Working in conjunction with this is the need for content to be shared with the right people if it’s going to result in a lead or sale. All businesses create and define their target audiences to help sales teams identify the most attractive prospects. Content marketing, therefore, is about creating content that will offer value to these customers, and not only to generate a one-off sale, but keep the conversation flowing for months and years to come.

Regardless of a business’s services or products, content marketing requires the customer journey to be mapped out. This can be split into five stages: Awareness of Need, Consumer Research, Analysis and Comparison, Purchase and Loyalty. By using these points, even the most unglamorous firm can create the right content campaign. For example, a pest control business is unlikely to be generating much day-to-day engagement on social media. However, by aiming content at the right audiences, positive results can be achieved.

Using the pest control example, at the Awareness of Need stage, content can be developed to showcase why consumers might need a service. An infographic, or even a short video, could be produced about the various problems caused by rats, for example. Consumer Research can be conducted on Twitter and other social media by using relevant search terms, whilst marketers can use comparisons with other similar services to identify key selling points. To help facilitate the Purchase stage, website case studies can be used. While to build Loyalty, a regularly updated blog can be maintained.

Content marketing is far more complex than simply creating material on a current trend and hoping it is shared across social media. For true success, developers need to hone their campaign so it appeals to a target audience and leads a consumer through the sales process. It is, therefore, important for every company to utilise – and not only those who may be attracting consumers with glamorous travel packages or on-trend smartphone games.

Eain

18/Jul/2016

A new survey has shown that many of the world’s businesses place coming to grips with new technology and conducting content marketing as a higher priority than finding more clients. In the report from media services company Publicitas, it was shown that publishers and agencies are focussing on content as a way to drive their firms forward. Though the strategies and advertising components varied amongst the agencies, of the publishers and marketers asked, all agreed that content marketing was to be their main priority when finding success in the modern, digital world.

Conducting the latest survey in April 2016, Publicitas questioned firms around the world about 24 major opportunities and threats that faced their businesses, including the much-discussed increasing use of ad blocking technology. Surprisingly, despite this topic being the focus of much scrutiny in the media, it seems as if the creative content industry is not giving this much concern. Across the board, ad-blocking was not mentioned, with advertisers, agencies and publishers instead placing content marketing as their top priority. This was closely followed by ad personalisation, rich media ad formats, mobile video and programmatic technology for publishers. Agencies, meanwhile, want to focus on programmatic tech, mobile video, cross-device targeting and accurate audience measurement, whilst advertisers will base their focus on content quality, content relevance, ad personalisation and accurate audience measurement.

Publicitas also found that many global marketers strongly believe that if they create content that’s increasingly relevant and insightful to their audiences, the ad-blocking trend can be countered somewhat. In fact, 81 per cent of respondents agree that developing the right environment and providing relevant content can prevent ad-blocking.

The vast majority of the 672 firms questioned also agreed that being able to harness the power of mobile devices was important. In addition, developments in this industry are set to influence how they conduct business operations over the coming 12 months. Meanwhile, 70 per cent believe that virtual reality will become a major technology in the immediate future, and will drive technological use and, therefore, a business’s approach to marketing. However, there’s mounting evidence that firms are equipped with the right skills to handle new tech, with many clients suggesting that they’re confident in keeping up with software changes. However, 86 per cent did admit that “technology change is increasing at a faster pace than our ability to track it,’ though, interestingly, more agencies and publishers agreed with the statement than marketers.

Publicitas’ global head of digital product, Andy Vogel, said: “Consumers are adopting new technologies at a faster rate than ever before, and these trends will become quickly realised if the application and monetisation models are in place to move these mainstream. It will be interesting to carry out this survey in another year, compare the priorities and industry problems and see if by using engaging content and the latest technologies, we are any closer to aligning businesses with consumer expectations and needs.”

For strategies to remain successful, the right content has to be used. And, it seems, this importance has not gone unnoticed by the world’s marketers.

Aimee

11/Jul/2016

Content marketing can be a complex topic for even the most experienced advertiser. Many people around the world strive to be successful in this arena, though few fully achieve it. A study published in 2014, for example, revealed that just 9 per cent of B2B marketers said their content marketing attempts were very successful. In fact, 41 per cent admitted marginal effectiveness was seen at best. Some of the reasons behind this could be down to simple personal habits, from a lack of organisation to an inability to seek perfection. If these characteristics can be honed, then content strategists could see increased success in their campaigns.

Many of the most successful content marketers have a very specific game plan that is well documented. For example, Social Media Examiner reported that 66 per cent of effective marketers have their strategy written down. This is compared to just 11 per cent of the least effective individuals. It might sound obvious, but writing a strategy helps immensely with the planning stage. Strategists can work out which social networks to concentrate on, for example, or the topics and publication dates of blog posts. Content strategies should also be reviewed regularly to ensure they are fresh and on-trend. This is very important, as most industries are in a state of perpetual flux, which means that any firm lagging behind a trend quickly looks like it’s out of touch. Savvy strategists ensure they’re ahead of the competition and are on top of the latest trend. Remaining relevant to your audience helps build branding, whilst doing the reverse can result in lost engagement and consumer interest.

Content marketers also have to be extremely organised, as with the complexity of modern social networks and spreading content, it can become extremely confusing. When a campaign includes blogging, guest posting and sending out content across social media, email and other platforms, it can get messy very quickly. Staying organised is, therefore, essential.

Networks are also a vital part of any content strategist’s arsenal and become an integral component of any successful campaign. Being able to guest-post on an important influencer’s blog, or having mentions on Twitter and other social media platforms by brands can push advertising up a notch. Therefore, it is important to have a network of well-connected people, and concentrate on building long-standing relationships with them. Networking should be conducted on a continual basis, by both reaching out to new people and engaging with those within a specific niche or industry.

It’s been revealed that content marketing costs a staggering 62 per cent less than traditional forms of marketing. In addition, when it’s done right, it can generate an average of three times as many leads. It’s no surprise, therefore, that many advertisers place a high priority on their content strategy. However, in the modern day when the market is evolving at a swift pace, it is no longer possible to throw content out and see what sticks. Instead, marketers have to have a deliberate strategy and cultivate key habits if they’re to experience successful results.

Annie

27/Jun/2016

Most companies have a well-considered and strong mission statement that’s used throughout their operations to drive business in the right direction. These businesses also have a good content-marketing strategy so they can draw customers in, make sales and build positive branding. However, to achieve the greatest amount of success, these two areas need to be meshed together.

In many scenarios, content marketing strategies are separated in silos and cannot interact with other business operations. This often happens because advertising is looked at as an external platform and not, therefore, part of a firm’s culture and internal values. However, the best marketing occurs when businesses are able to clearly communicate their ethos, branding and mission to consumers. As such, these two areas need to gel firmly if the best success is to be seen.

One of the first steps to help missions and content marketing work alongside each other is to ensure brand consistency. Every platform should provide customers with the same message, regardless of how, where and when consumers are getting the information. Even for those displaying a logo on their content or developing a personal brand need to be sure that nothing deviates from their main persona. Consumers must have the same ‘feel’ whenever they come across a brand, so consistency is key.

Another way to ensure that content strategies and missions align is to actually draw topics from objectives and use these to build a campaign. For example, a firm who aims to reduce their carbon emissions should make their customers aware of this through content marketing. It’s also worthwhile to announce any efforts being made in this area. For example, if reducing emissions is part of your key agenda, participating in green initiatives and similar schemes all work as positive branding. Meeting attendances, speaking at a summit or creating a new environment campaign could then be applied to create new content to engage with like-minded consumers.

Businesses must also keep the demographics of their audience, and the tone of their content, in mind at all times. It is here where objectives and missions once again come into play, helping companies decide how they want to come across to consumers. If a mission is to improve communication with people, then a conversational tone should be preferred. There should also be many opportunities for consumers to engage with content.

Writing out mission statements and setting strong objectives is often one of the first tasks undertaken by businesses. Therefore, it’s important to use these for other operations too. Content marketing strategies should include these messages and help back up a firm’s branding, and shouldn’t only be used to push products and services. In the modern age, consumers want to buy into an entire firm, not just individual items, so it’s important for firms to show their values to their audience.

Luckily, meshing mission statements and content strategies together is relatively easy. It only takes a small number of changes to strategy development to ensure that marketing aligns with core values and benefits a brand’s reputation and visibility.

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EditorialPR Musings
Content Marketing Blog

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Content Marketing needs to mesh with a mission for success