With an estimated 2.77 billion social-media users worldwide, the potential to attract new audiences and engage with existing ones is larger than ever. Producing killer social media content doesn’t have to be time-consuming, and there are plenty of shortcuts to help you get ahead . From driving traffic to your site to opening communication directly with your audience, the benefits of social-media use are endless.
The real key is identifying which content gains the attention of your target market and how it can be used to drive successful results. To make sure you’re ahead of the online marketing game, we’ve listed 10 ways that content can boost social-media success.
1. Interactive content
Interactive content is a great way to get more than just comments and likes. This content can come in the form of competitions, quizzes and prize draws. By getting customers to engage, they are more likely to remember your brand.
A great example of brand that understands the power of this strategy is online media company Buzzfeed. Known for its blog titles framed as questions and regular social-media quizzes, it has nearly 12 million likes on Facebook alone.
Attract audiences to your site by using learning resources to position your brand as a market leader. Promoting your ebook across social media is a key tactic to gaining the attention of audiences searching for your topic.
By using social media, you can focus on reaching specific niches and audiences through paid posts. A top tip is to have a data capture to get access to the ebook. You can then build on your audience database for future marketing efforts.
It’s no surprise that infographics have had the biggest increase of 65% usage among b2b marketers. Quick, easy and to the point, they tap into the visual appeal of social media.
Useful for increasing engagement, they simplify complicated information and capture audiences’ attention. The content can also be used as part of your outreach strategy. By sending the link or embed code to key influencers, your brand benefits from an increase in shares, likes and traffic if picked up. There are plenty of cost effective infographic design services out there.
According to government regulator Ofcom, the number of podcast listeners has doubled in the past five years.Similar to interactive content, podcasts instantly involve the listener by talking directly to them.
Through using paid promotion, you can target specific audiences and niche markets on social media. This guarantees that content is being heard by the right people.
Top tip: On most social networks, you’re unable to upload just audio. A trick is to make an image and then place audio over the top so that your podcast can be uploaded as a video.
5. Live streams
Keep your audience up to date with your brand by using the live stream function on your social platforms. Through setting up a sneak preview or insight to a new product or service, you can keep audiences involved with your brand every step of the way.
A key strategy to engage with new and existing audiences, it is also a useful tool to build on lead generation.
48% of buyers benefit from webinars midway through their buying journey. Webinars provide audiences with key knowledge and information surrounding your industry. Presenting the brand as trustworthy and knowledgable, make the most of this content by promoting it on social media.
Resourceful and cost-saving, you can repurpose content already created and reuse webinars from previous email campaigns to attract more engagement.
7. Downloadable guides
Everybody loves a freebie. Give back to your audience by offering downloadable content through your social channels. Just like ebooks, put a strategy in place to reshare the content to gain maximum engagement.
Through targeting specific interests you can guarantee an increase traffic to your site. make sure that you monitor what works and what doesn’t. If a post is doing particularly well you can also reuse it a few months later.
8. VR Content
Show your brand as forward-thinking by creating virtual reality content. Gaining immediate attention on social media, it results in attracting new audiences to your site. Most brands see this type of content as challenging and therefore avoid it. This makes virtual content a good way to be differentiated.
A brand that uses this technique is Disney, when promoting the West End musical production of The Lion King. With many thousands of views, the content continues to achieve engagement.
9. User-generated content
Make your brand personable by sharing content and reviews from customers. Not only does sharing this type of content involve audiences, it shows them you care what they think. Cost-effective brands also benefit from getting free content that your target market are talking about.
Lastly, it gives potential customers an insight into what your product or service looks like.
Drive traffic to your site through promoting your blog across social media. How-to guides and listicles are popular for gaining audience attention and also present your brand as a hub of information.
A top tip is to only promote an extract of the blog across social media with a link to the blog page on your website to read more. Once social users click through to the rest of blog, make sure your webpage has clear calls-to-action (CTAs) to guide them through your website. This is a strong conversion strategy to turn them from reader to customer.
Promoting content across social media is hugely beneficial if done correctly. Although it is tempting to create as much content as possible, always plan the types will reach your target market first. For example, if you’re running a fashion brand aimed at teens, a detailed ebook wouldn’t have the most impact. Researching the right content and how to engage your audience is crucial to maximising social-media success.
We have a broad range of expert copywriters that can help you improve your online marketing. WooContent can support you with all of your content needs, so get in touch today to find out more.
With the number of social media users set to reach more than 3 billion in 2021, the way that audiences use the internet has changed and developed.
Brands must now keep up-to-date with the latest social trends to stay relevant. As online communications increase in popularity, the need for celebrity endorsement and costly media advertising budgets is significantly lower.
Consumers are now looking to ordinary people to promote the latest products and services, which has led to the rise of influencer marketing. Trusting the recommendations of their favourite blogger accounts, non-celebrity bloggers are 10 times more likely to influence a purchase than a celebrity. In an industry filled with competitors, choosing the right travel influencer to collaborate with is vital to reaching the right audience.
Here are the top 25 travel influencers to work with in 2019.
Looking to get your brand in front of as many eyes as possible? The most-followed travel influencer in 2018 with 4.3m followers, Murad Osmann travels the globe with his wife Nataly. His work came to popularity by the unique camera angle which shows his wife taking his hand and leading him towards incredible landmarks. His #followmeto campaign is followed by thousands.
Featured on both Oprah and Forbes, influencer Gloria decided to head to Europe with US$500 after graduation. Seventy-three countries later, she now lives out of her suitcase and works on her blog full-time. Embracing authenticity and creativity, the blog attracts audiences through motivational and encouraging messages.
Celebrating a world of colour, Jennifer Tuffen is a British travel writer and blogger who is perfect for any brand looking for artistic visuals. Followed by millions, Tuffen also created a photo-editing app so fans can capture their own travel highlights.
Selling everything they owned to travel the world, the Gee family visited 65 countries in three years. The go-to for brands looking to attract families, this account inspires parents to see the world with their little ones. Garett, Jessica and their three young children are watched by thousands as they visit popular destinations. Most recently, they have settled in Hawaii, but continue to share their holidays abroad.
Is your brand all about the adrenaline? Louis Cole has built his following by taking risks. Acknowledged by Forbes as one of the top 10 world travel influencers in 2017, he started by eating unusual local delicacies in various countries. Louis has now set his sights on finding the world's most exhilarating activities, including flying round the world in a biplane.
If your brand is looking for video content, then Ben Brown is the ideal collaboration for you. With more than 700,000 subscribers on YouTube, Ben uploads daily vlogs in exotic destinations. Ben has worked with big brand names such as BMW, Hilton and LG.
Influencer Melissa Hie is on a mission to 'eat her way around the world'. The perfect travel account to reach food lovers worldwide, the images focus on the delicacy first and then the location. With thousands waiting for the next tasty treat, it celebrates a much-loved aspect of seeing the world.
Leaving her job as a mechanical engineer 2011, Juno Kim is now followed by thousands as she uploads photos and blogs about her travels. Highlighting the social aspect of travelling, she focuses on the inspirational stories of the people she meets along the way.
Being a travel influencer doesn't always mean you have to cross the globe – and influencer Rosie Thomas has realised just this. An expert in all things London, the blog recommends hotels, restaurants and hidden gems in the city. Working with fashion brands such as Michael Kors, she is one to approach about the latest in the capital.
What's better than two influencers for the price of one? Twins Claire and Laura found they were both anxious when it came to travelling. After deciding to take on the journey together, they now share their experiences of seeing the world. With thousands of followers and a podcast, enjoy the twin perspective on all things travel.
Unusual for a travel influencer, Marian Drew doesn't use photographs to show her travels. Instead, the account highlights the importance of descriptive writing and is filled with writings and drawings on paper of her latest adventures.
Mixing the worlds of fashion and travel, influencer Jessica heads around the globe in vintage and designer clothes. A mother since April 2017, Jessica attracts an audience of young mums as her and her daughter travel side by side. Voted one of the most influential style bloggers by fashionista.com, she is a great choice for brands wanting incorporate the latest catwalk trends.
With his site attracting four million visitors a month, Brian Kelly advises travellers on how to make the most of their travel reward cards. The page also gives audiences the latest deals and top tips in travel.
After quitting her full-time job, Sherry Ott now focuses on the experiences of travelling the world as a solo female wanderer. Her travels have taken her all over the world, with diverse destinations such as Panama and Antarctica.
Attracting millennials worldwide, they are two 1990s-born vloggers with more than 600,000 subscribers. Education young people on different cultures and topics, they are both multi-lingual and upload videos in different languages.
Husband and wife Dave & Deb use the power of colourful visuals to attract thousands. Offering travel tips and advice after visiting more than 105 countries, they have been named by Forbes as one of the top 10 travel influencers.
Using #takeyourkidseverywhere, family travel writer Eric Stoen captures his travels through sharing photos of his children in spectacular locations. A skilled photographer, he is also an ambassador for AFAR and Travelocity.
Filmmaker and environmentalist Jack Harries has gained millions of followers through captivating vlogs around the world. The videos give a unique insight into the lives of the people in each of the countries through interviews and incredible photography.
Sharing useful travel tips with thousands of followers, travel hacker Clint Johnston shares the latest deals. Visiting more than 100 countries in the past decade, he's been featured in the BBC, Lonely Planet and CNN.
If breathtaking landscapes is part of your brand guidelines, then Oliver Vegas is the perfect collaboration for you. His photo's consist of landmarks around the globe shot in unique angles. For animal lovers, there's also some incredible wildlife close-ups.
Having visited every country on the planet, Lee shares his outdoor adventures with thousands online. His experiences include the world's highest bungee jump in South Africa and silverback gorilla tracking in Rwanda. Now a multimedia travel personality, you can can catch him regularly on BBC and Fox News.
Foodie, traveller and nutritionist, Keira combines both lifestyle and travel by motivating her followers. Struggling with her weight in the past, Keira now travels around the globe giving healthy lifestyle tips along the way.
Working as a freelance photographer for the likes of Apple and American Airlines, Chris's eye for detail has gained him millions of followers. Snapping incredible moving shots around the world, he is now senior staff photographer at Surfer magazine.
The key to a successful influencer marketing strategy is collaborating with the right influencer for your brand. When deciding on one to approach, always consider their audience and whether this aligns with your demographic. These steps guarantee that the new partnership brings positive results.
Avoid sending mass emails to influencers. Most receive offers every day, so make your brand stand out by tailoring your response. Explain why you think their work and your brand are the perfect fit.
With travel writers and bloggers reaching millions of people around the globe, influencer marketing can be that all-important exposure that your brand needs to get to the top.
LinkedIn has long been a key resource for ‘connecting’ with fellow professionals.
However, despite the platform transcending simple virtual business card swapping, it’s still somewhat underused in terms of publishing content.
Thankfully, we know how to take advantage of the LinkedIn feed, groups and the site’s Pulse blog to offer a guaranteed audience of more than just like-minded peers; it can translate into tangible leads as well. Take a look at our guide to creating engaging content to find out how.
Why publish on LinkedIn?
LinkedIn differs from other social sites due to its professional nature. Therefore, you’ll rarely find outpourings of thoughts on your homepage feed, like “Mondays, am I right?” quips.
Given the specialist and professionally-focused nature of LinkedIn, the content publishing element is far less about personal updates. Instead, the focus is on knowledge-based content that educates potential buyers and builds trust in your brand. Moreover, it has been noted that 80% of B2B social media leads originate from LinkedIn.
LinkedIn has made it easier than ever to post content, with the central sharing box at the top of the home page allowing you to share videos, slide presentations, news, ideas or third-party content. You also have the option to ‘write an article’, which will be hosted on LinkedIn’s Pulse blog.
Pulse is the place to post your long form content if you don’t have your own website; you’ve just launched your website and are building its domain authority; you want to promote a sideline from your usual business; or just to complement the content already on your website. The blog provides a ready-made platform, reaching out to your contacts, and has a simple upload process.
If you do intend to publish the article on your website too it’s best to post it on your site at least two weeks before going on Pulse. This allows Google to index your site first, meaning it’ll rank the original on your website above the Pulse article.
Who will see your content?
If you post something on your feed, depending on individual notification settings, everyone that has connected with you has the potential to see it, plus all of their extended connections. This is because, should somebody interact by either commenting, liking or sharing something that you post, then their network will also see it. For that reason, posts that are enticing and incite a reply, such as questions, can have a wide reach.
It goes without saying that you should always be looking to create unique and engaging content on your own business blog, but it can be notoriously difficult to drive an audience to it, especially a fresh one. LinkedIn gives you an automatic platform, with global reach, to present who you are and what your company can offer.
The sheer scale of reach that you can access, simply by posting an article, uploading some intriguing pictures or starting to engage more with particular communities, is staggering. LinkedIn groups are another important tool for sharing content but in a more dialogue-based way. By signing up to relevant industry groups you can answer members’ questions, placing yourself as an expert in your field, build your network and get potential business leads.
LinkedIn also gives you the option of creating your own group. You may want to do this if you feel you can manage a group that’s more beneficial than those already in existence and that will attract a specific set of members pertinent to your business. You will then have a captive audience for your content, as well as a platform where potential customers can discuss industry issues and you can engage with them.
With half a billion users enjoying the platform, the potential for a wide audience really speaks for itself, but your content will need to stand up to the weight of half a billion eyes.
What makes great LinkedIn content?
Think about the people that will be seeing your posts. These are busy professionals that might only have a few minutes between meetings and calls, so you need to grab their attention and entice them to click with nothing more than a preview. With that in mind, focus on the following elements:
• The headline
Whether you’re writing for Pulse or linking to your website, make the headline snappy, explanatory and yet intriguing enough to make people want to know more and hear your insights. ‘How-to..’ and ‘What you need to know about…’ headings have high click rates as they indicate that you’re going to break down a complex topic into bitesize pieces.
• Word counts
There’s no hard and fast rule when it comes to the perfect article length. Some topics will need talking about in far greater depth, which is where Pulse articles come in, while other issues simply need a snappy little observation so you might post them in a group. Some studies show the Pulse articles that get the most views, likes, shares and comments are those hovering around the 2000 word count. But if you don’t have that much to say, keep it shorter and to the point.
• Relevant images and headings
Online content works best when it’s broken up with visuals, such as graphs backing up what you’re saying or infographics that give at-a-glance snippets of information. At the very least you should break up your text with some relevant stock images. Headings are also important in breaking up long passages of text – make sure they sum up what’s coming next to entice people to read on.
How often and when should you post?
It might sound vague to simply say regularly, but that IS the best answer. If you start publishing insightful, engaging and enjoyable content, your audience will quickly begin to look forward to new uploads. They’ll comment, share and promote your pieces for you, as it bolsters their perceived business acumen that they recognise your writing as being worthy of discussion.
Of course, you don’t want to start simply posting for the sake of it, but by staying abreast of relevant industry news and always striving to stay current, you should have plenty of material for article writing. If you are able to post or upload two pieces a week, you should start to enjoy a decent following and tangible click-throughs to your website.
When you post will also bring different levels of engagement, and according to LinkedIn themselves, there are several sweet spots. They include Tuesday to Thursday first thing, midday and evening, with Tuesday at 10-11am also performing well.
LinkedIn can be a very effective tool for driving traffic to your website and building a greater audience. Not only is it useful for freelancers who can display their expertise, it has a lot of potential for B2B businesses who want to connect with those in a niche sector.
Whether you’re a start-up using LinkedIn for its content publication capabilities, or an established business looking to generate leads by talking directly to new customers, LinkedIn has content channels that can aid you.
As a copywriting agency, we can offer more advice on how to leverage LinkedIn or help with your content and social media strategies, get in touch with us today to find out more.
Facebook has had a particularly busy start to 2018, announcing a string of updates that have the potential to significantly alter news feeds and advertising. While Facebook’s commitment to improving the user experience seems unwavering, questions remain around what these changes mean for brands and businesses.
Those that have long relied on the platform as a means of promotion and a way to engage directly with consumers are likely to feel the impact most. But what exactly has been announced, and what do Facebook’s updates mean for your business in 2018?
News feed algorithm alterations
Perhaps the biggest update of all came in January, when Facebook announced it would be rolling out an amended news feed algorithm that favours content from friends and family, as opposed to brands, businesses and news outlets. In a seemingly direct response to the criticism the platform has faced around the ‘fake news’ controversy, founder Mark Zuckerberg outlined the plans in a blog post at the beginning of the year.
“You’ll see less public content, including news, video and posts from brands”, Zuckerberg explained. “After this change, we expect news to take up roughly 4% of News Feed – down from roughly 5% today”. Such statistics seem small, but consider that 510,000 comments, 293,000 statuses and 136,000 pictures are uploaded to the site every minute, and it becomes clear just how significant this percentage drop will be.
Page insights updates
Another update was announced last month that has potentially big results for brands and advertisers using the platform. Facebook plans to remove as many as 20 metrics from their business analytics pages, deeming them to be “redundant, outdated, not actionable or infrequently used”.
Facebook has marketed the plans as a step towards increased transparency for brands and business owners, giving users the tools needed to hone in on the metrics that really matter. Regardless of your feelings towards the removal of long-standing metrics such as page mentions and social impressions, the update serves as another sign that Facebook is radically altering its approach towards businesses that use the platform.
What the updates mean for businesses
While every business is likely to view the changes differently, there’s no shying away from the fact that they promise to have a significant impact across all sectors.
John Ridding, Chief Executive of the Financial Times, criticised the update, commenting that “quality content will no longer be an option” if no sustainable solution is found to the problems posed by the rise of so-called ‘fake news’. Instead of the changes proposed, Ridding suggests implementing “a valuable subscription model on platforms that enables publishers to build a direct relationship with readers and to manage the terms of access to their content”.
In many ways, the updates mirror changes that are happening across the wider web. Search engines including Google have been taking steps to promote quality content that’s of the highest value to its audience. Facebook is following suit in its attempts to put user experience front and centre, adopting a mantra of ‘quality over quantity’ with regard to the content they promote.
In theory, brands who actively create engaging, shareable content should still be able to thrive under the new algorithm, however there are of course some additional limitations to consider. Posts that encourage organic engagement are still likely to perform better than those that don’t. However, getting the content seen in the first place is likely to pose a bigger problem than before.
How to make the updates work for you
Focus on producing quality content that appeals directly to your audience. It’s no longer enough to rely on a big budget and let boosted ads do the hard work for you. Instead, everything you produce should meet the needs of your audience in order to encourage valuable organic engagement.
Alternate the ways that you use Facebook. Consider channels such as Facebook Live, which the brand’s Head of News Feed, Adam Mosseri, promotes as a valuable way for brands to boost engagement. “Live videos often lead to discussion among viewers on Facebook – in fact, live videos on average get six times as many interactions as regular videos”. Facebook has been quick to confirm that posts generating conversation will continue to rank most favourably, so it’s worth exploring different avenues in a bid to encourage engagement.
Of course, there’s always the option of investing in alternative channels and methods to help boost growth. While many businesses rely on social as a means of connecting with audiences, exploring other avenues such as PR and content marketing can certainly help to bridge the gap for those who have historically used the platform for brand awareness and promotion.
For more information or to discover how Ad-Rank can help to protect the interests of your business, get in touch today.
The beginning of a new year brings with it a sense of change – and the marketing industry is no exception. From mobile ranking updates to voice search trends, here's a selection of the biggest headlines from January.
Google to make mobile page speed a ranking factor
Google have announced plans to update their ranking algorithm on mobile, with mobile page speed set to become a key factor from July 2018. For many marketers the decision feels long overdue – page speed has been a ranking factor for desktop searches since 2010.
Google have been quick to clarify that search intent will still be a key factor moving forward, and just because a site is slightly slower, doesn’t necessarily mean it will be penalised so long as the content is valuable to its audience.
“The intent of the search query is still a very strong signal, so a slow page may still rank highly if it has great, relevant content”, write Google’s Zhiheng Wang and Doantam Phan. “We encourage developers to think broadly about how performance affects a user’s experience of their page and to consider a variety of user experience metrics.”
Google’s own PageSpeed Insights tool can give an initial view of how your site is performing on mobile, including relevant optimisation suggestions that could help you to improve mobile speed ahead of the update.
Facebook de-emphasises commercial content
Social media giant Facebook has announced plans to better prioritise updates from friends and family on news feeds, placing less emphasis on branded and commercial content.
Facebook CEO Mark Zuckerberg identified user feedback as a primary catalyst behind the change, as the platform makes a conscious decision to increase the time users spend on site and deliver a more personal, engaging experience.
“We built Facebook to help people stay connected and bring us closer together with the people that matter to us”, Zuckerberg wrote in a post earlier this month. “As we roll this out, you’ll see less public content like posts from businesses, brands and media… it should encourage meaningful interactions between people.”
Just a week after the announcement, Facebook introduced additional plans to cut down on the amount of so-called ‘fake news’ being promoted on the platform. Instead, its algorithm will favour sources that users consider trustworthy and informative. It is believed that it will be up to users themselves to rate articles and publishers on their quality and value, improving the chances of the most trustworthy stories being promoted to others. With one of our 2017 surveys revealing that 57% of us use social media as a news source on a daily basis, it will be interesting to see just how much of an impact these changes have on the wider media.
Big brands turn their backs on Super Bowl advertising
America’s annual Super Bowl is renowned for attracting big name brands – the likes of which have been known to spend up to $4.8 million (£3.4 million) for a 30-second match-day advertising slot. This year however, many household names are shunning this more traditional form of advertising ahead of February’s big game.
“It feels very old school for a lot of brands”, explains Jennifer Zimmerman of advertising agency McGarryBowen. “It’s much more about finding new formats, finding fresh ground, finding new experiences.”
KFC, Honda and GoDaddy are among the big names opting out of Super Bowl advertising this year, months after a report revealed that just 10% of consumers can remember both the advert and the brand being advertised after the game. What’s more, as viewing figures for the Super Bowl have increased by 300% since its inception, ad rates have risen by an astonishing 12,000%.
Chrysler’s 2011 ad, ‘Imported from Detroit’, is acknowledged as the most expensive Super Bowl commercial to date. Featuring a brief appearance from musician Eminem, the whole ad cost a cool $12.4 million (£8.7 million) to produce and air.
Voice search users gain confidence using devices in public
A new survey by Stone Temple Consulting suggests that we’re gradually becoming less inhibited about using voice search in public spaces. The study revealed a significant YOY increase in people’s willingness to use voice search in different environments, including in restaurants, at the office and on public transport.
The only environments where voice search use is down YOY are “at home alone” and “at home with friends”. This suggests that people are more comfortable using voice commands in public, and no longer feel the need to limit the use of smart devices to the home.
The data also concludes that men are more likely to use voice search than women in all environments, both private and public.
We hope that these latest updates give you an insight into how to plan your digital marketing for 2018. For more advice, get in touch today.
Effective copywriting for social media is about more than clickbait and hashtags. Nor is it restricted to writing well-crafted copy.
It’s about getting as many users as possible reading and sharing your content, and about maximising engagement across multiple social media channels. Here are 7 tips to help you do so.
1: It’s all about the headline
Headlines sell content. They might be the first and only piece of copy your readers see on social media. The viral content website Upworthy recommends writing 25 headlines for every social post and testing some.
These examples show that while some headlines succeed others will fail. Clarity is key. The headline on the left has a humorous image but lacks a clear explanation. The headline on the right is clear. It also incites curiosity with a cliff-hanger and ends by addressing the social media user with a call to action.
2: Length matters
On social media size matters, but in the opposite way to other online content as, here, brevity works best. Facebook might have a 63,206-character maximum per post, but 40 characters is the ideal length. Meanwhile, social media guru Daniel Zarella believes tweets of 120-130 characters have maximum engagement.
Each social media channel has its own set of requirements. So it won’t work to copy-paste content across different channels – it must be adapted for each site.
Instagram is used for sharing photos, so stunning images to accompany content are essential. Meanwhile, according to digital marketing consultant Perri Robinson, Facebook is “the perfect channel for long conversations. Twitter, on the other hand, is for short bursts of information”. Whilst Facebook is an ideal space for brand storytelling, slowly building intrigue and intimacy, content on Twitter needs to be more to-the-point.
If you’re friendly to people they tend to be friendly back and the same is true online. Sprout Social surveyed over 1,000 consumers and found that the most common reason for purchasing from a brand is their responsiveness on social media.
Be responsive by replying to customer queries and complaints. Show how quickly and professionally you can respond. Actively engage with users, by making sure you “like” and share content from other sites. That way they’ll return the favour.
5: Proofread, proofread, proofread
Although it’s important to have a friendly online persona, an easy-going attitude should never become slapdash. Spelling and grammar mistakes are just as unprofessional on social media as they are elsewhere.
Not only did the US Department of Education misspell the name of author and W.E.B. Du Bois, but their apology was also misspelt. These two tweets are now widely shared on websites dedicated to finding social media gaffes. Make sure your content doesn’t join them there.
6: Work out what makes people click
What makes content go viral? Put simply, people watch and share anything that emotionally affects them. It should also come as no surprise that people prefer positivity.
Researchers from Pennsylvania University analysed thousands of the New York Times’ articles and discovered that many of the most widely shared ones inspired awe, which they defined as “emotion of self-transcendence, a feeling of admiration and elevation in the face of something greater than the self”. It is for this reason that scientific articles are far more widely viewed than you might think.
Social media feeds are constantly updated, and users are unlikely to scroll back through hours’ worth of tweets and Instagram photos to find yours. The trick is to time it right. Post at a time when users are most likely to be online.
Twitter is most active during commuting times and around lunchtime. Meanwhile, Pinterest is far more active during the weekends and evenings, when people have more time to daydream about Insta-worthy apartments and outfits.
But if you have a social media following from different time-zones it becomes a little trickier. And to muddy the waters even further, B2B companies might prefer to post during office hours whilst it’s preferable for B2C companies to catch users just before the weekend. It’s important to research what works for your user base.
The same goes for all these copywriting tips. There’s no “one size fits all” strategy. Brands that excel on social media do so because of their individuality.
These 7 tips are not set in stone but can be used to improve your social media presence.
With over a billion users to its name, YouTube is one of the biggest players in the world of digital content. The growth of video has been a key headline in digital marketing over recent years and its popularity only looks set to increase.
By creating your own video you have the potential to reach whole new audiences, for whom the notation TLDR has become a feature of everyday vocabulary.
We’ve all heard about the benefits of repurposing blog content. However, altering its format entirely can be a daunting task no matter what industry you’re in. Transforming long-form written content into engaging video is a lengthy process, yet the returns could be huge. Continue reading to discover how to turn blogs into video and why it really is worth the effort.
The fundamentals of video content
Before you begin repurposing existing content, it’s important to first consider why video is such a popular medium. As Forbes contributor and owner of Thrive Internet Marketing Matt Bowman suggests, “Today, content only succeeds if it delivers what consumers want, when and how they want it”. Video offers users exactly that, providing an easy way to consume and digest content from anywhere in the world.
There are a whole host of additional advantages to turning your blogs into video too, including:
Greater engagement levels. Studies suggest that when landing on a web page, 80% of users will watch a video, compared to just 20% who will read an entire page of written content.
Higher retention rates – viewers retain 95% of a message when watching it in a video, yet reading the same message in text form promises just a 10% retention rate.
The opportunity to promote your content to new audiences, boosting brand awareness and viewership.
Choose your platform
Many people would be surprised by just how many options are out there for creating YouTube content. Breaking your blog post down into logical sections and presenting the information as a slideshow presentation is one of the easiest and most time-effective ways to repurpose your content for video without losing its core message. As so many of us are already clued up on how to create simple slideshows, it also negates the need to pay someone to create your videos externally.
LinkedIn’s Slideshare service is a great way to gain views from interested and relevant parties. With in excess of 18 million uploads under its belt, Slideshare is a fantastic option if you simply want to get your content seen by the right people. The platform also allows users to convert their videos quickly and easily to YouTube, opening your brand up to whole new audiences that your content may have otherwise struggled to reach.
Identify the key elements of your blog post
The most successful videos are short, sharp and snappy – in fact, research suggests that engagement begins to drop once a video exceeds 2 minutes in length. Depending on the purpose of your video, that’s 120 seconds to capture your audiences’ attention, put forward your message and include a clear call to action that directly encourages conversions.
For that reason, the first step is to mine your blog post for the most important information. In other words – cut the waffle.
Shorter attention spans and a never-ending wealth of content options mean that it’s more important than ever to engage your audience early on, preferably within the opening 10 seconds. Vague and long-winded introductions are particularly frowned upon when it comes to video content, so make your point straight away if you can.
By its very nature, video content tends to take a much less linear form than its written counterparts. A key selling point of video is the visual element, so use the opportunity to update stale copy with engaging visual cues that will grab and keep the attention of your audience.
Take SEMrush’s video titled Boosting your Website Performance with SEMrush as an example. On the face of it, this content takes the form of a direct, branded how-to guide. Where the brand excel, however, is in bringing the content to life visually, combining colour and animation to create a video that has been viewed more than 750k times in a little over six months.
Make it count
The key thing to remember when repurposing any written content for video is that the same basic rules apply. An attention-grabbing title is a must, but steer clear of all-out click-bait if you want to be taken seriously as an industry professional. Above all, every piece of content you create should offer genuine value to its user.
Explainers, product demos, how-to’s and testimonials make up the four most common types of video used by brands and businesses. One common feature each of these formats share, is their focus on informing the audience. A video that has entertainment at its core might attract views for a short period of time, but it’s a commitment to sharing useful, valuable material with your audience that will help to establish you as a reliable industry source in the long-term.
From simple slideshows to videos packed with graphics and animations, the sky really is the limit when converting blog posts into content that’s ready for YouTube.
As a copywriting agency, WooContent can help with repurposing new and existing written content to benefit your business, get in touch with the team today to find out more.
Social media can make or break a brand.
It’s estimated that 52% of online and offline purchases are influenced by Facebook alone, with nearly a third of shoppers actually purchasing items directly through social media platforms. Social media marketing has rapidly overtaken old-school methods to become one of the most cost-effective and user-friendly marketing techniques there is, as well as the most interactive.
Thanks to real-time capabilities and levels of data-gathering that can’t be matched elsewhere, you can now tailor your social campaigns to the exact needs and demands of your demographic – producing fully targeted, relevant and timely advertising.
Here are five ways that you can leverage social media to increase your following and drive sales in the coming year:
KNOW YOUR AUDIENCE
The data-capturing capacity of social media is staggering, helping you identify engaged population segments and determine the best focus for your resources. With social media sites like Facebook categorising users by all manner of criteria, why limit yourself to age, sex, and location? By including your biggest competitors as interest targets, you can attempt to convert their fans by placing unobtrusive ads or articles in their news feeds. Targeting the right people can pay off massive dividends.
RAKE IN THOSE REVIEWS
Success on social media hinges more on how much your customers talk about you than on how you talk about yourself. Monitor engagement with your brand across all channels and you can pinpoint conversational themes – reviews aren’t just marks out of five stars on Facebook, they’re the comments people make about you in their Tweets, what’s happening in your comments on Instagram and a host of other things. Listen to your social feeds and use the information to find out what you’re doing well and what you need to improve on.
UTILISE GIVEAWAYS, COUPONS AND COMPETITIONS
Though giving away things for free may sound counter-intuitive to making a profit, a small outlay can reap big dividends. Facebook and Instagram ‘like and comment to win’ contests are a fast and effective way to encourage new and existing users to interact with your brand, broadcasting you to their own networks in the process of trying to win a freebie.
This kind of campaign is incredibly low-budget, making it a great choice for up-and.coming eCommerce companies. For an extra boost, you could offer runners up a discount code or coupon for your site, to increase the chances of them making a purchase and thus becoming a potential lifetime customer.
SOCIAL, SHOPPABLE VIDEO
One-third of all activity online is spent watching videos, which might be why more than 51% of marketing professionals state that video gives them greater ROI than any other type of content. On a website, videos can sometimes feel awkward or disruptive, but on social this just isn’t the case. 82% of Twitter users regularly use it to watch video content, and it’s mostly through Facebook that YouTube videos truly go viral.
A number of brands are now trialling shoppable videos on social, with Snapchat stories offering up click-through functions from short, sweet adverts to product pages. Between the natural acceptance of video as commonplace on social media and the ability to exhibit your wares in a simple, shareable, creative format, this kind of marketing couldn’t be more valuable.
RESPOND TO FEEDBACK
Engaging with your audience is possibly the best way to build your following and increase sales. One great way to do this is by encouraging comments on Facebook and Twitter – the good and the bad – and then responding to these comments in a friendly and positive manner. The story of Samsung’s illustrated exchange with one avid fan went viral a few years ago and led to the company rewarding the fan with a customised phone – as well as invaluable widespread positive media coverage for Samsung. One study found that customers spend between 20%-40% more with brands who respond to customer service requests over social media – not bad for something so simple and easy to do.
You can even respond to criticism of other companies and “poach” customers. A quick search for key phrases on Twitter or Facebook will allow you to pinpoint disgruntled customers, which you can then directly target and offer solutions to their problems.
74% of marketers plan to grow their social media advertising usage in the next 12 months. So don’t get left behind – leveraging social media in your content marketing can be one of the most effective ways to build brand loyalty.
If you're looking for new, innovative ways to convince and convert your target audience into new customers, then get in touch today.
From re-tweeting and re-gramming photos to harnessing the power of real-time customer engagement, it has never been so important for travel brands to make the most of user-generated content.
Sharing content on social media networks has been the number one online activity for almost a decade, ever since it stormed ahead of adult content use in 2008. Not only is user-generated content proving likely to engage users twice as often as brand-made media, it’s also a fast and cost-effective way to keep your social feeds fresh and build trust with your audience.
With 82% of consumers saying they trust travel brands more if they are involved in social media, it’s time to dive in and get interactive with user-generated social content.
90% of internet users base decisions on online content.
Whether someone is shopping for a hatchback or a holiday, a new blender or a pair of a shoes, a recent survey has shown that 90% of internet users will look to online content to help them make decisions on how to spend their money. Two thirds of people trust the opinions of other consumers online – as well as editorial content - while less than half trust regular advertising that they see on social media.
Posting regular, relevant, interesting content is always important – but if you can utilise user-generated content, there’s a good chance that consumers will trust it above and beyond adverts you’re producing yourself. With 76% of travellers now sharing their experiences on social media, it’s easier than ever to share trusted content with your target market.
Photos and videos drive engagement
It’s a fact of marketing life that incorporating video marketing and product photography into your strategy will get you better results than neglecting to do so. Content that contains relevant images gets up to 94% more views than that which doesn’t – and tweets that contain images get 150% more retweets than those without.
For travel brands in need of up-to-date, appealing imagery, Twitter and Instagram can be a real lifesaver – especially if you consider the cost of generating your own, custom travel content. Users share photos and videos of your products and their experiences in real time, enabling you to share fresh, genuine content that people will feel is an accurate representation of what you’re offering.
With evidence suggesting that users are up to three times more likely to engage with user-generated video on Twitter than any other kind, it’s also safe to also suggest that a travel brand that regularly shares UGC will get higher engagement than one that doesn’t.
Whether someone is booking a package holiday or a round-the-world backpacking trip, encourage them to hashtag your brand on Twitter and Instagram when they share their experiences. Successful campaigns by STA Travel, Expedia and Real Gap have seen users uploading vast amounts of usable content in the hope of winning a prize or simply seeing their photo featured in a blog post. Not only does this mean an abundance of free images and videos for the brands to use, it also means a whole load of social media accounts that are pushing that brand to friends and followers.
The importance of interacting
Whether it’s a question, a complaint or a compliment, people are getting more and more used to instant communication. People expect to be responded to, and they expect it to happen quickly. A third of people who’ve used Twitter to contact customer services recently were contacting travel brands – and 71% of all users expect to get a reply to a query within the hour.
Travellers review as they travel, and it’s these reviews that are so important to other people looking to spend money. Retweet positive tweets, reply quickly to queries and you’ll build a positive image on social media.
It’s not all about images and sharing the best feedback – don’t be afraid to get user-generated editorial content too. With WordPress alone now hosting over 76 million blogs, chances are you won’t struggle to find a few blogging customers who are happy to promote themselves by writing a post for you. Encourage people to write about their experiences and feature the best content on your blog – you might say that a particular trip is great, but like anything, potential customers are more likely to believe what’s said when another consumer is the one telling them.
Here are some tips for leveraging User Generated Content in travel
Come up with a short, catchy hashtag that relates to your brand. Feature it in social bios, in brochures and on in-store posters –but don’t expect users to share a simple brand name. Users want to feel involved, not like they’re advertising. See Bamboo Project’s #doyoubamboo and Real Gap’s #myrealexperience.
Encourage people to share content using this hashtag by offering discounts, rewards, or simply the chance to be featured on your site.
Regularly retweet and regram photos and videos on social.
Seek user-generated blog content and publish frequently.
Interact as quickly and as often as possible with social users.
With an estimated overall spend of £15.72bn last year (up from 14.87bn in 2014), the UK’s advertising industry is certainly booming.
As big budget brands compete to take the limelight on a global scale, it’s easy for smaller businesses to get drawn into the belief that an effective branding strategy will inherently cost a fortune.
Despite the trend for lavish advertising, there are still some proven methods for building a brand on a tight budget. The key is to be consistently bold in your approach, and make a persistent effort to raise awareness through journalists and online influencers.
Join us as we take a look at the best ways to build a brand on a budget.
Social media outreach
Social media has revolutionised the way that we do business. Many of the world’s most successful brands are choosing to actively engage with consumers across a range of social platforms, including Twitter and Facebook. Sportswear giant Adidas demonstrated the power of social media in 2014, when the ‘all in or nothing’ campaign to celebrate the FIFA World Cup resulted in an amazing . In order to earn the honour of being the most talked about brand during the tournament, Adidas flooded social media with real time marketing and ensured that their channels provided fans with the most up-to-date content possible.
Smaller brands also have the potential to get their content shared by online influencers and industry insiders, so it’s important to continually reach out and make yourself visible to the right people. Take influence from the success stories of existing small brands such as DAVIDsTEA; a Canadian tea retailer that attributes much of its success to their engaging presence on social media. The company are known for replying to every comment that they receive, with their chatty, personable tone proving to be a huge hit with old and new customers alike. Social media is a great place to demonstrate your brand’s personality and taking the time to respond to each comment individually will prove to the audience that they continue to be your number one priority.
Shareability should be at the forefront of your mind during every stage of content creation. If it’s not easily sharable, you could be missing out on some vital opportunities to spread the word about your brand. If you’re feeling overwhelmed by the competition, why not explore some of the lesser-known avenues of social media? For instance, have a go at creating relevant branded content that can be shared within Facebook’s growing network of closed groups. These are often built around niche topics and as each member is personally approved by group admin, it’s a great way to build relationships with people that already have a genuine interest in the products and services that you offer.
Build journalist relationships
There are plenty of ways to build relationships with journalists, writers and other key figures within your chosen industry. Social media is always a good place to start, so be sure to fully utilise tools such as Linkedin and Twitter. If you’re using the latter, try checking out which lists the journalists are a part of for a quick and easy way of finding related accounts.
Once you’ve established a list of potential contacts, it’s time to start reaching out and building relationships. Be bold in your approach and don’t shy away from making your voice heard by actively showcasing your brand identity from the beginning. Have courage when chasing responses from journalists, many of whom have overflowing inboxes that initial emails can easily get lost in. Make messages short and snappy and always be sure to include information on what it is that makes your brand different. As you don’t have a big budget you’re going to need to put in the extra effort to stand out as a worthwhile competitor, so take the time to engage with journalists on a personal level.
Chase free PR coverage
As with most things, the best kind of PR coverage is the free kind. What’s more, 80% of consumers are more likely to take notice of free, organic content than paid advertising. While it may sound too good to be true, free PR opportunities shouldn’t be too hard to come by as long as you’re producing quality content and are being consistently bold in your approach.
Creating newsworthy stories is vital in attracting interest from larger publishers, so take the time to brainstorm ideas that are unique and of genuine value to the audience. Keep an eye on the latest trends and make an effort to engage with popular culture when compiling ideas for content, as intertextual references can help to get your content noticed by entirely new audiences. Consider creating some relevant infographics to share alongside your content and be relentless in your attempt to generate a buzz around your story. If you’re stuck for ideas, we recommend taking a look at Contagious by Jonah Berger. The book features advice on how to successfully combine fresh content ideas with targeted promotion and is a great read for those working with a tighter budget.
Create eye-catching branded content
We recently discussed the value of creating your own visual content and this is something that becomes even more important for smaller brands and businesses. If you want to stand out, the loud and proud approach is the best way to make sure that your content remains visible amongst a sea of competitors. Electronics company Blendtec are a proven example of how creating something different can get you noticed. The success of their unique YouTube series ‘Will It Blend?’ has attracted 907,000 subscribers to the channel as of May 2016 - and the low-budget, viral videos led sales to increase by a whopping 700% from 2006 to 2009.
Gaining initial interest from your target audience is vital, as is making sure that they remember you for the future. Your company name, logo and strap line are all a part of that process, so choose your style and colour scheme wisely. A great example of this is Ryanair, whose eye-catching blue and yellow branding has enabled them to build a brand that is instantly recognisable within the travel industry.
Case study: CruiseDeals.co.uk
Budget travel brand CruiseDeals.co.uk are a proven success story when it comes to building a brand on a budget. We recently conducted research into the cost of taking up residence on a luxury cruise ship and figures showed that living at sea for a year is cheaper than living in London.
From this data, we created a press release that was distributed to a wide range of journalists and publishers. We helped CruiseDeals.co.uk to secure a significant level of coverage in the national press, building trusting relationships with some major publications in the process, including the Daily Mail, the Express and UniLad.
If you’re keen to learn more about raising awareness of your brand on a budget, don’t hesitate to get in touch.