Twitter is not just somewhere you go to share what you put on your morning bagel, it’s also a great place to exchange ideas on evolving industry trends. No one in the content marketing world uses Twitter as effectively as Joe Pulizzi, who held court on some views that he believes will shape the future of how we market ourselves online in our content-rich environment. Using the hashtag #futureofwork - here are 4 of his most important statements:
Publishing content across every single social media channel is sort of like having a baby - anybody can do it - but it doesn’t mean everybody should. Today, people expect content to be formatted and delivered in a certain way, depending on the network. What works in Twitter, may not be optimal for sharing on Facebook, etc. The key is having focus across the board, knowing what audience you’ll be targeting, and where the best place is to reach them. For that to happen, it’s best to build your following on one particular medium, and once you’ve established your target goal with that milestone, then you can move on and expand.
We’ve become as skeptical of online content as we have of the car salesman we’re convinced is in it just to meet his sales numbers. The way you can build the trust of your audience to publish honest, transparent content. Show them the inner workings on your company and be open about any problems your company has had to overcome. People will relate to your story and connect emotionally in a way that will draw them closer to your brand. Trust goes a long way toward gaining the all important word-of-mouth recommendation that you want to cultivate in an organic way.
The commotion surrounding ad-blocking started from a recent report that showed the increasing use of ad-blocking software, and also the news that Apple was going to include features in their latest mobile operating system designed to block ads from showing. Native advertising is online advertising that matches the form and function of the platform on which it appears. For example, an article that was written by an advertiser to promote their product, but using the same form as an article written by the editorial staff. Think Google’s own ads on its search pages or Amazon’s sponsored products is another example. The concept is that this format is often seamless and has none of the excessive download times, tracking, malware, or privacy issues of traditional display ads. This type of integration will surely be on the rise.
As Joe says in his follow-up tweet, “If you don’t write down your content marketing strategy, it simply does not exist.” The biggest mistake companies make is taking their content marketing plan for granted. How you display your brand online goes a long way toward your ability to generating sales, so tracking each piece of content you publish is essential. In politics we often hear the slogan, “follow the money” in order to investigate reasons behind outcomes. In digital marketing, it’s “follow the data.” Without a set of defined goals and key performance indicators, your marketing plan is like a ship lost at sea. Once you have a clear strategy in place, whether it’s succeeds or fails, at least you have some direction.
If you’re looking for a steady flow of content marketing news, @joepulizzi is a great follow. While you’re at it, check us out as well, as we hope to supply you with all the important current news you need to stay ahead of the competition in the E-Commerce world.