The Pull of Content Marketing

Seth Godin  published Pemission Marketing back in 1999. For me, it was evidence of the fundamental shift that the internet was having on the concepts of push and pull marketing… a real “Toto, I’ve a feeling we’re not in Kansas anymore,” moment.

Push marketing had the marketer in control of the message, how it was seen and when and where…whereas…Pull marketing shifts the emphasis and attention onto the customer, trying to market in the correct places to reach a target audience to create awareness and keep the company brand in front of consumers without aggressive marketing.

Another way of looking at it is … Interruption vs Permission.

“Permission marketing is the privilege (not the right) of delivering anticipated, personal and relevant messages to people who actually want to get them.” 

Content marketing has become a major part of an inbound “pull” strategy where quality information that is relevant to your prospective customer draws them to you. In large part, it does this by offering them relevant material that helps create a sense of thought leadership around your brand.

The Content Marketing Explosion by the Numbers

So …

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how much should you spend on marketing?

How much should you spend on marketing?

I’m often asked the ‘how much should I spend on my marketing budget?’  question….and my response is always…well it depends.

The bottom line is that the marketing budget for your business is not something that can easily be determined by a formula. Spending on marketing support varies widely, with industry commentators estimating that most companies spend between 2% to 4% or 22% to 25 % of gross revenues depending on the business model.

So if you’re sitting down to plan your marketing budget, here’s some points to consider.

What are your goals? Stating the obvious – until you define your goals, there’s really no logical way to establish a marketing budget. You will need to have a well defined marketing strategy with measurable objectives.

% of gross revenue If a company has aggressive goals for increasing revenues, then establishing the marketing budget as a ratio of the revenue goal makes sense. Reducing marketing spending is likely to reduce the acquisition of new customers or even jeopardise the company’s current market share. Companies that have plans to grow rapidly generally need to spend a …

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welcome to new multi screen world

Welcome to the New Multi-screen World

It’s interesting to think that the first point of contact with your audience will most likely be in the digital space.

It’s even more interesting to understand where and when and on which  screen  people will discover you. Why is it important..well it ‘s all about the context. If I discover you on my smartphone I’ll be in a different frame of mind than if  I discover you an a large screen….it ‘s  just a logical extension of  the old ‘Lean Forward vs Lean Back that Jakob Nielsen “the king of usability’  identified back in 1997.

Smartphones  have become the backbone of our daily media interactions yet if you’re like me (much to my wife’s horror) I will happily move from device to device. A laptop to a tablet to a smartphone. The device I choose is all about the context…..for me it’s either work or relaxation or being on the move.

– 90% of our daily media interactions are screen based and just 10% are via radio, newspapers and magazines…and most consumers …

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Our Social Media Checklist

Look before you leap!

We still come across companies that have jumped into social media without a clear plan. Most times they’ve registered a few social profiles and then hit what I like to call…’the Great Silence.’ So where do you start? I always work through this checklist when I first sit down with clients.

It’s important to establish that social media is not a ‘quick-fix’ strategy, it’s a fundamental shift in the way that companies and organisations now relate to their audiences.

What are the Social Media outcomes you expect? It’s now universally accepted that Social Media can…

aid in Branding & build awareness build community around brands & organisations extend customer service drive leads & sales enhance/protect reputation lead to opportunities like product development

What do you want it to do for your brand?

Brand Positioning

Is there a clearly defined brand strategy ? How will we integrate social media with other brand/marketing stratgies ?

Start with gaining audience intelligence….

how much do you know about your audience ? what can your current data tell …

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Google Analytics Social Media Reports

Back in March Google launched their Social Reports. The new reports aimed to bridge the gap between social media and business metrics – ‘allowing you to better measure the full value of the social channel for your business.’GA’s Social Reports are designed to:

Identify the full value of traffic coming from social sites and measure how they lead to direct conversions or assist in future conversions Understand social activities happening both on and off of your site to help you optimize user engagement and increase social key performance indicators (KPIs) Make better, more efficient data-driven decisions in your social media marketing program “ There’s lots of useful reports that can be generated though one of the most interesting for me is the Social Sources Report. Why?.. because it identifies the networks and communities visitors are using to engage with your content and then lets you see how people interact based on where they came from. Marketers can use the Social Sources report to understand which networks deliver ROI and get an idea of the content that should be created for each. I came …

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SEO How To Guide

Google has been hard at work on its search algorithm…real cat amongst the SEO pigeons. Google started rolling out ‘Semantic Search’ back in May this year and the changes have kept coming. The idea behind ‘the Knowledge Graph’ is for search engines to think more like a human… Google “understands real-world entities and their relationship to one another: things, not strings.”

Personally I’m delighted with the changes…no more key word stuffing more dodgy backlinks…no more people telling me ‘I can get a million (useless/irrelevant) links in some exotic backwater for next to nothing.’

It’s not hard to understand why many businesses get frustrated with search engine optimization. It’s a blend of art, science and technology and to many firms a daunting task.  A Californian mate of mine, Lee Traupel of the Linkedmedia Group put this useful SEO How To Guide together that will give you a good snapshot of basic search engine optimization processes.

1) Remember search engines rank web sites not just pages. You want to think and act holistically – meaning, deploy a search engine optimization strategy that is integrated across your entire site. This may sound simple …

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