The latest and most recent buzzword floating through the digital marketing world is Content Marketing. When exactly did content merge with marketing? Why does it matter and how does it affect a company’s social marketing strategy? Let us first take a look at where it all began…
Content Marketing strategies took priority after Google’s updates wiped out a number of web pages from the search results. You can thank spammers for that one. What happened was that search engine optimization internet marketers found a way to manipulate the search engine’s features into believing the website offered high value to the end user, when, in reality, it only benefited the website owner. This technique is known as black hat SEO. Tell me something I don’t know is probably what you are thinking right now.
The idea of curated content as a way of drawing the attention to a brand’s website first hit the digital world approximately ten years ago.*
In a 2003 article written by Jakob Nielsen titled, “Information Foraging: Why Google Makes People Leave your Site Faster,” it states:
“The two main strategies are to make your content look like a nutritious meal and signal that it's an easy catch. These strategies must be used in combination: users will leave if the content is good but hard to find, or if it is easy to find but offers only empty calories.”
He was already onto something BIG! The first big thing Nielsen discovered is that Google affects websites, search, and the user’s interaction. The second, was that any content offered on the website design had to appeal to the ravenous hunger of the reader and their need to devour valuable information. Third, if the content provided did not fill that need, the reader would jump ship and start hunting f...
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...According to research, “Interesting content is a top three reason people follow brands on social media” and 60% of consumers are more likely to recommend brands that they personally follow on social media networks. Review the infographic below to learn interesting statistics about content marketing and its effect on social media.
High quality content is a proven way to build brand trust and loyalty. Through social interactions on social media outlets, brands are able to engage genuinely with their target market, increasing customer loyalty (if properly cultivated) and ultimately producing a brand advocate.
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Nicholas Carr, an author who often writes about technology and culture issues, wrote the essay “Is Google Making Us Stupid?”(313). Carr begins his essay with the iconic script from Dave and HAL at the end of 2001:A Space Odyssey. He nervously explains, “ Over the past few years I've had an uncomfortable sense that someone, or something, has been tinkering with my brain… I'm not thinking they way I used to think…” (313). Carr has found trouble focusing on reading, often becoming fidgety, he links this to his frequent Web use (314). Those around him are having similar experiences, Scott Karp, a blogger, writes, “ What if I do all my reading on the Web not so much because the way I read has changed, i.e. Im just seeking convenience, but because the way I think has
The article, “Is Google Making Us Stupid, “as essay suggests, Carr constantly states factors of how and why the internet is creating problems for today’s society. His main reference is to Google, and also discusses other technological advancements throughout history. In using these devices he show how great of an impact they actually have on society. Carr emphasized how using Google we tend to become lazy and unfocused. He makes references to Google and how it along with other technological advancements throughout history has changed society as a whole. It’s almost as if we don’t think for ourselves. Our minds tend to be like a wandering ground one minute we
Batson, Trent (March 13, 2009). Campus Technology. Response to Nicholas Carr’s ‘Is Google Making Us Stupid?’ http://campustechnology.com/Articles/2009/03/18/Response-to-Nicholas-Carr-Question-Is-Google-Making-Us-Stupid.aspx?Page=1
The provided research assist in convincing the audience. Carr provides data and statistics from several research studies to support his claims. The importance of facts attempts to make the essay seem valid and sound. Carr presented research from the University College London, which “found that people using the sites exhibited “a form of skimming activity,” hopping from one source to another and rarely returning to any source they’d already visited” (Carr 4). This analysis helps educate online users how online searching has affected their attention to detail. It encourages readers to believe their brain becomes manipulated. Carr goes ahead to back his points with the reasoning for Google. “Google, says its chief executive, Eric Schmidt, is “a company that’s founded around the science of measurement,” and it is striving to “systematize everything” it does… it uses the results to refine the algorithms that increasingly control how people find information and extract meaning from it.” (Carr 4). The implement of Google’s motivation shows people this search engine conforms to specific interests of the user. Individuals invested in electronics may consider this evidence reliable and trustworthy. The logos strengthens the author’s overall message. It reinforces the asserted opinions and helps implement
Carr, Nicholas. "Is Google Making Us Stupid." July/August 2008. The Alantic Magazine. 20 February 2012 .
In composing “Is Google Making Us More Stupid” Nicholas Carr wants his audience to be feared by the internet while at the same time he wants his work to seem more creditable. Nicholas Carr uses many different types of evidence to show us that we should be scared and feared as well as his credibility. Carr’s audience is people who think like him, who find themselves getting lost on the internet while reading something, someone who is educated and uses the internet to look up the answers to questions or to read an article or book.
He states how he used to spend hours reading, but his concentration started to drift after two or three pages. He backed up his theory with stories from others who say they’re experiencing the same thing. But they still await the long-term neurological and psychological experiments that will provide a definitive picture of how the internet affects cognition. After a brief history lesson, Carr starts to incorporate Google into the article. He tells us about Google’s history and their mission. Carr states how Google, and the internet itself, have a financial stake in collecting the crumbs of data we leave behind. Apparently these companies do not want us reading slowly or for leisure. Carr then ends the article by stating that we are turning into robots ourselves, and that we are relying on computers to mediate our understanding of the
Carr, Nicholas. "Is Google Making Us Stupid." TheAtlantic.com. The Atlantic Magazine, July/August 2008. Web. 18 February 2012.
If you asked 10 followers on Twitter if they prefer Coke or Pepsi 9 out 10 would probably say Coke. This paper will explore the concepts of social media presence for The Coca- Cola Company. Why do people drink Coke? Why is Coke so popular? Questions such as these will be answered throughout this strategy recommendation project. This paper will discuss and identify the effects of social media, and what will make social media better by research on best practices.
Social media is at the core of many marketing plans for corporations in the United States and world-wide. One of these companies at the forefront of social media use is Wells Fargo Bank, N.A. (Wells Fargo). The ability to directly contact customers and potential customers in a real time online environment is crucial to the bank / customer conversation and reinforcing the company’s place in a customer’s mind as the entity that they want to do business with (Wells Fargo Bank, 2014). This case study will discuss the current status of Wells Fargo’s use of social media as a means to building their customer base. Additionally, historical information on the process of the marketing move to social media will be presented and the development of the roles that are involved in this marketing strategy will be discussed. The impacts to the public sphere and society at large will play into the discourse of the social media topic and finally, the underlying theories will be discussed as they pertain to Wells Fargo and social media.
This method is used to “gain mutual understanding and find a win-win common ground” between brand and consumers, and develop a more long-term relationship beyond just sales (Straubhaar, 300). From Facebook posts and Tweets to Youtube videos, each channel offers a distinct venue for brands to share its content with consumers on platforms they frequent. Each of these social channels help develop the brand’s overall aesthetic and personality, giving consumers a more personal connection with the brand. In return, social media provides consumers with the ability to engage directly with the brands they take interest in, 24/7. Consumers can “favorite” or “like”, share, and post comments on brand posts which can increase brand awareness and spread their message. PR teams have taken advantage of the move from “business hours
In addition to this social media enables the industry experts to reach out to the public which can either be a bane or a boon for the brands. Due to the extreme reach of social media it becomes difficult for the Companies to control their brand images. One wrong step and the entire brand image can go for a toss as can be seen with various brands throughout. As much as the social media is helpful and nurturing while promoting the brand, it can be even more merciless and ruthless when bringing a downfall of a
Content marketing is the creation and sharing of valuable content (or media) that is relevant to your target audience in order to attract and keep customers. It could be anything from a blog post on your website to an infographic hanging in your waiting room; or anything from a video demonstrating a popular technique to a Pinterest board you maintain with useful photos/links/information for your clients. The key is that it needs to be valuable to your clients and relevant for their lives and your business’ expertise.
Today 's generation is all about social media. It is the new way to have instant connection to thousands all over the world. Today 's company are now doing less traditional television, radio, and print advertisement and more promotion via Twitter, Facebook and/or Instagram. Companies are invested in getting famous people to post pictures or tweet about their products, knowing that, one person can connect with millions with just one post. Over half of the world has access to social media, making them great consumers. Social media benefit marketing by giving the companies the opportunity to learn their audience/consumers, having access to instant feedback and bring awareness to here product.
The first advantage of using social media in business is increasing brand awareness. Social media can help business to build their brand awareness by increasing interactions with a business brand. Brand awareness means the total percent of a target people who know the company exists and what the company offers of products or services. When the brand awareness is increased, the possibility of buying is increased. Thus, efforts should be made to make the brand a part of the consciousness of customers. For example, Coca- Cola is one of the best companies that enjoy unusual...