According to data shared today by eMarketer, content marketers are remain concerned about their ability to create engaging content, and almost half of those surveyed were worried that their content wasn’t creating any engagement at all.
This is sobering news for sure. Given the amount of energy and resources currently assigned to content marketing within most enterprises, it’s shocking to hear so little confidence in those efforts. Is it a strategy problem? Is it a measurement problem? Is it a resource problem?
While there are a number of different symptoms cited, marketers seem to agree on a solution:
Technology will change content marketing and help address these issues. When Pan Communications asked marketers which trends they envisioned having the largest impact on marketing over the next five years, 38% cited the convergence of marketing and technology—the No. 1 response.
Adoption of such tools should allow marketers to ensure content creation is tailored to specific customer personas based on data and insights, as opposed to just taking a shot in the dark on each channel, and continuously engage consumers.
It’s a story we’ve heard before — with all the challenges facing content marketers, there’s no choice but to turn to technology and automation. And, used appropriately, those tools can make marketers a lot more productive and effective.
On the off chance you’re not among those sipping rosé and attending parties on yachts this week, we would like to share the following Tumblr, which should make you feel at least slightly better about being stuck in the office:
As you were.
Have you seen the Rallyverse June Newsletter? We announced our new plans and pricing — including some entry-level plans that we’ve never offered before — as well as shared details on our new automated tagging, brand libraries and SmartQueue for publishing.
To subscribe to the Rallyverse newsletter, click here.
We’ve recently expanded the Rallyverse help library with a series of new tutorials. The new tutorials are task-oriented and presented in TL;DR three-GIFs-and-just-a-few-words formats.
Here’s a look at the complete new library:
Each new tutorial offers simple instructions and a series of GIFs for completing a specific Rallyverse task (adding images, customizing posts for multiple networks, using tags to optimize your content strategy, below).
To check out the complete library, log in to Rallyverse and click help on the top nav.
Who knew that in 2015 all marketing professionals would maintain a steady alternate career as headline writers?
That is, if you do social media or content marketing as part of your job, you spend a lot of time thinking about headlines — for your blog posts, your social updates, your image titles. And you’re very aware that headline matter in attracting the interest of your audience and that if you want to earn attention, you need to focus on creating appealing headlines.
So we all know that headlines matter. The question is, how much?
Some new research from Reuters sheds some light on the power of headlines:
It turns out that while headlines are certainly influential in capturing social clicks, they’re even more influential when it comes to earning clicks on search engine results pages:
Overall, we find that the key driver in search is the relevance of the headline. The brand tends to be less important, as does the author of a piece or a social recommendation within the search results. By contrast, in social media the headline is less important than a recommendation by trusted brand or someone you know. This may be because in search we tend to be looking for very specific information – whereas default behaviour in a social network is to browse a complex multi-subject news feed. Users will be more receptive to signals around quality and trust to help them make that choice.
That is, headlines matter all over, but in social media, the source matters the most. On a search results page? Headline is king, and source doesn’t factor as prominently.