Why Content Marketing Beats Advertising

Advertising has met a fierce rival: Content marketing.

According to an infographic by Marketo, content marketing is a growing force because it develops trust and minimizes risk, drives traffic and captures leads, and nurtures those leads. 

Check out the full article below:


Elevate Your People: 3 Steps to Motivate Your Team to Use Social Media


When a team starts using social media, companies win. Updating personal Twitter accounts, sharing on LinkedIn profiles, writing blog posts, and posting to Facebook makes your employees more visible to your customers and elevates their credibility, helping your brand look great. When they use…

The Best B2B Content Format: All Of The Above


by Matt McKenzie, Contributing Editor

The results of our 2012 Content Preferences Survey are now available via SlideShare. We asked scores of executives at top B2B companies to tell us how they find, use, share and evaluate marketing content, and they gave us some fascinating answers.

I won’t rehash the entire survey here – the SlideShare presentation tells the story.  But here’s an interesting point that deserves a closer look: The notion that “new” content formats like video and infographics are displacing “old” formats like white papers and E-books doesn’t seem to be correct.

As it turns out, the truth is a lot more complicated. We asked executives to rank nine different content formats as either “most valuable,” “somewhat valuable,” or “least valuable.” Most of these formats got a “least valuable” ranking in the single digits, and none of them ranked higher than 13% in that category.

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The what, why and how of selecting social listening tools

How do social listening tools help in marketing campaigns?

SMM tool metrics and measurements are designed to evaluate company activities and inform an overall social media strategy. The metrics may involve statistics about the share, reach, impact and speed of conversations about the company. These parameters can be used to assess the company image and perceptions before and after campaign and measure campaign effectiveness and identify trends that lead to new marketing and product tactics.

Ideya say that social media monitoring tools typically assist organizations in:

1. Acquiring real time social marketing insights to inform social media marketing and communication plans.

2. Optimizing design of marketing and advertising campaigns based on customer insights,

3. Developing social content strategies to promote products and services and engage with current and potential customers across social media channels in real time,

4. Monitoring and applying “word of mouth” consumer recommendations as a form of direct advertising by identifying and engaging with key influencers, generating buzz, and establishing and building relationships with key influencers,

5. Supporting rapid social marketing engagement, and

6 Developing performance metrics.

I’d add that they’re also useful in getting insight about customer perception of product categories and how your products or services are considered relative to competitors. This can help inform new product development.

Requirements for social listening tools

So that’s the “why” of social media listening tools, but how do you decide? Issues to consider when selecting social media tools are summarised in this chart:

The State of Corporate Social Media 2012

Hot off the press - the new report on the State of Corporate Social Media 2012!

Table of Contents

Forward - 3
Methodology - 4
What do corporate social media teams look like? - 9
Who owns corporate social media? - 16
What does your social media department do? - 21
Budgets for corporate social media - 26
Social Media Metrics and Measurement - 29
Working with external service providers - 40

Facebook’s Edgerank: Simplified

What is an Edge?

An Edge is an action on Facebook. Examples of Edges are status updates, comments, likes, and shares. Simply put, anything that happens within Facebook is an Edge.

What Does EdgeRank Do?

EdgeRank is the algorithm that ranks Edges in the Facebook News Feed. EdgeRank assesses the Edges that are connected to a User and ranks each Edge in order of importance. Objects with the ‘highest’ EdgeRank will usually go to the top of the News Feed.

What is the EdgeRank algorithm?

Simply put, EdgeRank is the sum of Edges, each Edge is made up of (Affinity, Weight, & Decay). This may sound complicated at first, but when you begin to understand the underlying concept, it’s actually a really simple and effective algorithm.

What is Affinity?

Affinity is best understood by how close of a “relationship” a Brand or User and a Fan or User may have with one another. Affinity is developed through repeat interactions with a Brand or User’s Edges. Actions such as Commenting, Liking, Sharing, Clicking, and even Messaging can influence a User’s Affinity. It’s worth noting that Affinity is one-way, for example, if a User engages with Coca-Cola’s Edges regularly, they are more likely to receive Coca-Cola’s future Edges in their newsfeed. But Coca-Cola will not necessarily receive that particular User’s Edges unless Coca-Cola chooses to engage with that User’s Edges too. Interestingly, Users who are displayed in your chat window are Users who you have a high Affinity with.

What is Weight?

Weight is a value system which orders certain actions within Facebook. Commenting is more involved and therefore deemed more valuable than a Like. In the weighting system, Comments would have a higher value than a Like. In this system all Edges are assigned a value chosen by Facebook. As a general rule, Edges that take the most time to accomplish, tend to weigh more.

As a rule of thumb, for engagement Edges we generally say Shares > Comments > Likes > Clicks. For content type Edges we’ve seen Videos > Photos > Status Updates > Links.

What is Decay?

Decay refers to the time that the Edge has existed; the older it is, the less likely it is to rank highly in the news feed. As an Edge ages, it loses value. This helps keep the News Feed fresh with interesting new content, as opposed to old content that has been viewed before – from Facebook’s point of view, this is great as it keeps Users coming back.

Why is EdgeRank Important?

If a Brand generally has low EdgeRank updates, the Brand’s updates will be seen by less people. This means that their Facebook marketing budget is being less effective than it could be. Brands that are succeeding with high EdgeRank objects are leveraging their Facebook budget by multitudes. The difference between leveraging and being punished by EdgeRank is substantial. The difference can result in a 5x difference in exposure.

How do I ensure I have high EdgeRank?

Achieving a high EdgeRank is relatively simple – all you need to do is satisfy each of the three components; Affinity, Weight, Decay. To build Affinity with Users, post engaging content that will attract engagement – a controversial status update, a comical image or something else that that encourages a reaction. For weight, remember Shares > Comments > Likes > Clicks. For content type Edges Videos > Photos > Status Updates > Links. Finally, post regularly to ensure your content is fresh in order to satisfy the Decay element of the algorithm. If you keep all this in mind, your Facebook marketing will have a much higher return on investment.

Article courtesy of http://chinwag.com/.

(Source: halmapr.com)