Tag Archives: content marketing

Top Marketers to Follow @Twitter

I started using Twitter, somewhat, back in 2011. It wasn’t until 2014 that I began to be more of a daily user and started to publish tweets on a regular basis. Twitter launched in 2006 so I was a relatively late adopter -perhaps I should have little to say- but it’s 2016 and especially if you’re a salesperson for a digital and/or print publisher, you really need to be using Twitter by now.

Twitter

It really is an invaluable tool for keeping up with the news of the day, especially in both the publishing and marketing industries. For one thing, your publication’s editorial department is using Twitter. Second, many of your clients are likely using Twitter and the advertising agency buyers you call on are for sure using Twitter. Why aren’t you?

In a less than scientific survey of media reps, these are the three most frequent reasons for not using Twitter:

  1. Why would I use it if I don’t know who to follow?
  2. I don’t think anyone would care what I tweet so why bother?
  3. I already get plenty of industry email newsletters…I don’t have time for Twitter!

Let’s start with #3.

Are you reading those industry email newsletters? If you’re following the knowledgeable people that actually aim to offer their audience valuable insights and support, then it’s relatively easy to glance at Twitter -here and there throughout the day- without it taking too much time or being disruptive to your workflow.

Regarding the second objection to Twitter (”I don’t think anyone would care what I tweet.”), you may be surprised at your own value to others in your industry so don’t hesitate to tweet out if you have an original thought or something to say. But also, no one is forcing you to tweet. You can use Twitter, and it is still valuable to you, even if you never ever respond or share anything on Twitter.

Now #1 is indeed a valid objection and I can relate. Twitter is a little intimidating at first, because after all, we don’t know what we don’t know. But for those of you ready to try something new and you’d appreciate a little help in taking the leap, here’s a few leading voices in marketing to consider following, be inspired by and perhaps learn from on Twitter:

@jeffbullas

@kimgarst

@jaybaer

@dharmesh

@JoePulizzi

Of course, there are at least forty other thought leaders one could follow. But once you get started you’ll learn quickly how to curate your own list.

Be well and good luck!

Post by Jim Jinks (@JimJinksCT and @Mediabids)

 

 

Have News Publishers Become Dangerously Dependent on Facebook?

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In an interesting post on The Monday Note the author Frederic Filloux outlined the tough spot news publishers have found themselves in when it comes to distributing their content on Facebook.

On the one hand, content producers need all the article distribution and eyeballs they can get, and Facebook provides them, en masse. According to Filloux, “Today, Facebook drives about 40% of all referrals and Google drives about 35%.” That’s an insane amount of referral traffic, and much the reason why newspapers and magazines started using Facebook’s “Instant Articles” platform to publish content directly to users. That, and the fact that Instant Articles purported to provide the reader with a better, faster article loading experience to aid in ease of reading. Ideally, this would provide a huge amount of traffic to the articles, and eventually provide ad revenue either via the publisher’s site direct or through Facebook Ads itself.

Alas, it seems things may not be working out as planned on the publisher side, as Facebook recently changed their News Feed algorithm to display news from friends and family first, while lowering the priority of Instant Articles. Essentially, publishers can post articles all day long, but Facebook ultimately controls how many people, and exactly who, the content will be display to.

How publishers will react to this remains to be seen. Have they become so dependent on the Facebook traffic that they will pay the increasingly high ad prices to maintain and grow the audience they’ve been working to engage? Facebook hopes so. Will they pull back on Instant Articles and refocus on different distribution methods? A definite possibility.

If you’ve thought about publishing via Instant Articles, we’d highly recommend you read Filloux’s piece on the tenuous relationship between Facebook & content providers – it is very insightful. Find his full post here: https://mondaynote.com/news-publishers-facebook-problem-6752f1c35037#.bjqhs54ze

Post by Jess Greiner

Content Marketing Via Newspapers

SF HousesAt Mediabids we recently became aware of a somewhat unique insert program at the San Francisco Chronicle. They call it the ”slim jim.” It’s essentially a multi-page, double-sided pamphlet (full-color, 6 wide x 10.5 tall.) In fact, you may have seen a similar ”insert” from American Express or another lux brand in the New York Times or the Wall Street Journal. Anyway, this got us thinking about inserts and newspapers in a slightly different way.

One unique aspect of the slim jim product is the personalization feature; the inserts are going to San Francisco Chronicle subscribers only. As such, the advertiser prints ”Exclusively For San Francisco Chronicle Subscribers” on the front and back cover. This tactic isn’t necessarily cutting-edge but it is more often used in direct mail than newspaper inserts. Furthermore, the advertiser is using a unique phone number specifically assigned for the slim jim. The calls (both inquiries and sales/reservations) are then tracked back to the paper’s subscriber list. The tracking/reporting allows the advertiser to precisely measure ROI.

A top travel brand has been running the slim jim consistently for the past year. By all accounts it has been a very successful effort. Relative to a simple newspaper display ad, the slim jim really plays to the strengths of the advertiser and newspapers. Indeed, for advertisers and publications, there’s a lot to like about this type of insert product because it is essentially ”content marketing via newspapers.”

content

There are several reasons why newspapers are ideal content marketing distributors – targeting and context to name two. Affluent households are readers and print is a proven, high-conversion media channel. Insert products, like the slim jim in particular, allow for engaging graphics and copy -qualities that tend to be more appreciated by affluent, print media consumers. Perhaps most important though, good content can further the duo marketing goals of brand and sales. Print display ads, on the other hand, tend to struggle to further more than one objective at a time at a time.

Don’t get me wrong, the idea of newspapers as content marketing distributors is not new. Advertorials have been a part of print publishing for generations and we are only a couple of years removed from the ”native ad” craze of the early 2010s.

http://www.theguardian.com/media-network/media-network-blog/2014/mar/24/brands-publishers-digital-content-marketing

We are well into the era of digital publishers being content marketers themselves and offering content marketing services to clients. Content is ”king” and print publishers are beginning to catch-up to the idea. Nevertheless, beyond the largest metro dailies, the idea that newspapers (and inserts) are a great way to distribute marketing content may not be top-of-mind in print ad sales departments around the country.

Increasingly, advertisers want marketing campaigns that are cost-effective, measureable, ideally allow for the right amount of personalization and reach qualified consumers or purchasers efficiently.  The San Francisco Chronicle’s slim jim (and similar insert products) check off many of these ”must haves” of smart marketers in 2016.

Post by Jim Jinks