The B2B Stash: Most Firms Are Spending More On Marketing, Especially Social Media
70 percent of B2B marketers have said that they plan to increase marketing budgets during 2023, with 19 percent planning on significant increases and 51 percent expecting a moderate increase, while social, media, content marketing, and email topped the list for most effective revenue drivers — some of the findings contained in newly-published B2B survey data. MediaPost

B2B Buyers Report Evaluating More Brands During the Purchase Journey
Technology and manufacturing B2B buyers evaluate an average of 3.4 brands during purchasing — up from 3.3 during 2022, with buyers having higher expectations, while 51 percent said that they consulted social media mentions in the decision-making process during 2023, up from 46 percent last year, according to recently-released report findings. MarketingCharts

Are B2B Brands Out of Touch with Younger Buyers?
64 percent of B2B buyers are in the millennials and Gen Z demographic, with 47 percent of those in the combined groups noting that they use technology information websites to gather buying information, 42 percent consulting message boards and forums, and 38 percent tapping into industry websites — some of the findings included in newly-published survey data. ANA

“Gen Z does not respond to traditional push marketing. They are looking for engagement with brands as opposed to being sold to.” — Mark Beal @MarkBealPR
Click To Tweet

LinkedIn Shares New Insights to Help SaaS Marketers Capitalize on Current Trends
Microsoft-owned LinkedIn has released new data showing that investments in the software as a service (SaaS) sector are expected to reach $208 billion by the end of 2023, with some 72 percent of SaaS customers utilizing LinkedIn (client) ads to generate conversions, recently-released guide data shows. Social Media Today

Google opens access to Search Generative Experience today
Search giant Google has begun offering limited access to its AI-powered Search Generative Experience, rolling out early access to those who had previously signed up to test the new generative search tool, Google recently announced. Search Engine Land

The Top Types of AI-Generated Content in Marketing [New Data, Examples & Tips]
When it comes to business professionals who use AI, 58 percent have said they use the technology to create social media posts, while 50 percent tapped AI to make product descriptions, with 43 percent having used AI for composing email content — three of numerous statistics of interest to B2B marketers contained in newly-published study data. HubSpot

2023 June 2 statistics image

Study: Marketers Quickly Take To Generative AI
73 percent of B2B and B2C marketers have reported that they are using AI tools, with some 31 percent planning to do so within a year, and 46 percent expecting to use AI within they next two years, with top uses including brainstorming, content outlines, and draft material, according to recently-released survey data. MediaPost

YouTube’s Retiring YouTube Stories Next Month
Google’s YouTube recently announced that come June 26, users of the social video platform will no longer be able to create content in its story format, as YouTube will retire the feature that it introduced in 2018, while encouraging users to instead utilize its Community, Shorts, and Live content. Social Media Today

Microsoft Introduces Insights For Universal Event Tracking Tags
Microsoft will offer more precise ad targeting, as it will begin rolling out an array of updates to its Universal Event Tracking (UET) tags along with a new and more powerful website data dashboard beginning on July 3, the firm recently announced. Search Engine Journal

The Future of Social Media [Research]: What Marketers Need to Know
When it comes to how consumers search for brands online, 24 percent of those in the 18-54 age demographic have said that they use social media instead of traditional search engines, a figure that rises to 36 percent of Gen Z consumers — two of numerous findings of interest to online marketers contained in newly-published HubSpot survey data. HubSpot


2023 June 2 Marketoonist Comic Image

A lighthearted look at “Push Notification Fatigue” by Marketoonist Tom Fishburne — Marketoonist

Absolute mad lad renders Doom in teletext — The Register


  • Lee Odden — Ep 97 – B2B Influencer Marketing, Thought Leadership, and Community w/ Lee Odden | The LinkedIn Ads Show [Podcast] — B2Linked
  • Lee Odden — How To Think Differently About Influencer Marketing w/ Jason Falls — The Social Media Hat
  • Lee Odden / TopRank Marketing — Lee Odden: B2B influencer marketing, client/agency side work, evolving your team | Madvertising #10 [Podcast Video] — AdQuick / YouTube


Jacquie Chakirelis @JacquieChak
Jennifer Jordan Robustelli @jenastelli
Shafqat Islam @shafqatislam
Laura Ramos @lauraramos
Carmen Hill @carmenhill

Learn more about TopRank Marketing‘s mission to help elevate the B2B marketing industry.

Have you come across a top B2B marketing news item we haven’t yet covered? If so, please don’t hesitate to drop us a line in the comments below.

Thank you for taking the time to join us for this week’s edition of the Elevate B2B Marketing News, and we hope that you will return next Friday for another array of the most up-to-date and relevant B2B and digital marketing industry news. In the meantime, you can follow us on our LinkedIn page, or at @toprank on Twitter for even more timely daily news.

The post Elevate B2B Marketing News Weekly Roundup: Rising B2B SaaS Investments & The Top Types of AI Content appeared first on B2B Marketing Blog – TopRank®.

How to Boost Healthcare Business Using 8 Social Media Strategies

Why do healthcare businesses need social media strategies? Simple. If you’re a growth-oriented business, you’ll want to boost footfall, drive revenue, and earn your patients’ trust.

And, believe me, social media is one of the best platforms to achieve these business goals.

With over 300 million people using social media in the US, it presents immense opportunities for healthcare businesses to connect directly with communities, spread awareness, and build their brand.

So, let’s dive in and discover how you can harness the power of social media to grow your healthcare business like never before.

8 Healthcare Social Media Strategies

From creating engaging content to leveraging influencer marketing, these healthcare social media strategies are sure to take your online presence to the next level. 

But before you get started with social media marketing, be sure to create compelling landing pages by using the right tools. This is the page your prospects will land on when they click on your social media posts or ads.

With that cleared out, let’s dive right into the strategies.

1. Post Educational Content

Social media is the ideal platform to educate your community and build a loyal following. From sharing simple health tips to posting the latest research related to your practice, there are many ways to post educational content.

Here’s a post on Twitter from Detroit Medical Center that highlights the benefits of physical therapy.

Detroit Medical Center Twitter example

Image via Twitter

Apart from health and lifestyle tips, you can also share the latest research or industry updates on social media platforms like how NorthShore University HealthSystem has done in this post.

NorthShore University HealthSystem example

Image via Twitter

2. Raise Awareness Around Health Issues

Many studies have found that American consumers go to social media to look for reliable health information. The results of the most recent study conducted during the pandemic are consistent with these studies.

As you can see from this table below, close to 50% say they depended on social media to get information related to the pandemic and 32.2% read such information every day.

American consumers awareness around health issues

Image via NIH

Which is why, sharing accurate and updated information on health issues is one of the smartest healthcare social media strategies. It can help portray your healthcare organization as a responsible and caring one, which in turn, boosts your brand awareness and creates a positive brand perception.

For instance, the Prince of Wales Hospital shared infographics and other accurate information during the initial days of the pandemic.

Prince of Wales Hospital social awareness example

Image via Twitter

You can also use specific “health days” to raise awareness around a particular health issue. 

For instance, Cigna Healthcare creates detailed posts on World Diabetes Day to raise awareness around the chronic illness.

Cigna Healthcare World Diabetes Day social media example

Image via Twitter

3. Fight Misinformation

Unfortunately, it is also easy to share misinformation and fake news on social media that can lead to anxiety and panic.

Whether you are a healthcare network or own a private practice, one of the effective healthcare social media strategies to use is to combat such misinformation and put out evidence-based information.

Holding live Q&A sessions with experts, posting an FAQ video, or putting out an infographic on the topic are some ways to combat misinformation. 

Here is an infographic put out by a medical aesthetic clinic on Instagram to explain how long it takes for Botox to work.

Botox live Q&A sessions social example

Image via Instagram

Similarly, Dr. Natalie Crawford, fertility specialist and gynecologist, holds Q&A sessions on YouTube every week to answer patients’ questions and clarify any doubts.

Dr. Natalie Crawford Q&A example

Image via YouTube

You could also work with social media influencers or partner with other trusted organizations to help spread the message to a wider audience.

Another way to bust myths is to share resources like links to reputable sources, fact-checking websites, and other trusted educational sites or materials.

4. Highlight Healthcare Professionals

Healthcare businesses can use social media to highlight the work of their professionals. For example, a hospital could share a post about a nurse or a doctor who recently received an award for their outstanding service.

This is exactly what the Detroit Medical Center has done in this social media post.

Detroit Medical Center highlighting healthcare achievement example

Image via Twitter

This is a great way to boost your employee engagement and leverage ambassador marketing by making your employees your ambassadors.

5. Promote Social Causes and Health Initiatives

One of the other effective healthcare social media strategies is to share information about your health campaigns and other initiatives you are involved in. For example, a health clinic could share a post about a campaign to raise awareness about the importance of regular cancer screening.

Cigna Foundation highlights the initiatives it has taken, such as providing grants, in this Twitter post.

Cigna Foundation health initiatives social media example

Image via Twitter

6. Share Patient Success Stories

Healthcare businesses can use social media to share patient success stories, which can inspire and motivate others. For example, a rehabilitation center could share a video of a patient who was able to walk again after a serious injury.

Or a skin clinic can show what a customer’s skin looks like before and after an aesthetic treatment.

healthcare skin clinic before and after social post example

Image via Instagram

Be sure to make your images stand out by using the right tools such as a profile picture maker.

7. Provide Information About Treatments

The next one in this list of the best healthcare social media strategies relates to sharing information about different treatments and procedures your practice offers and how they work.

For example, a dental clinic could share a video on how to care for your teeth and gums after getting dental implants. Or, a skin clinic could demonstrate what a hydrafacial is all about with the help of a video.

dental clinic patient information social video post example

Image via Instagram

By using videos and reels on social media to show the benefits of using their products, pharmaceutical companies can also boost HCP engagement. Healthcare brands do collaboration with healthcare professionals to mention brands in the videos that are shared on the different HCP engagement platforms.

8. Partner With Social Media Influencers

From celebrities, patient advocacy groups, and activists to micro-influencers, there are many types of social media influencers that hospitals and healthcare businesses can partner with.

An ideal choice would be health and wellness influencers who have built a following around promoting healthy lifestyle habits. 

For instance, Dexcom, a medical device manufacturing company, has partnered with actor and singer Nick Jonas to promote its new blood glucose monitoring system, the Dexcom G7.

Dexcom healthcare influencer partnership with Nick Jonas

Image via Instagram

Another way to leverage influencers is to invite them to talk at an event that you have organized and then post a video of the event on social media. You can take help of social media consultants to select the right influencers for your business.

Edward-Elmhurst Memorial roped in Danica Patrick, a race car driver, to drive home the message during the hospital’s “Healthy Driven” event.  

Edward-Elmhurst Memorial social influencer partnership with Danica Patrick

Image via Facebook

Lastly, remember to focus on stellar content creation and follow the proven design principles to make your posts attractive and enhance user experience.

Get Started With Your Healthcare Social Media Strategies

Social media is a powerful tool for healthcare business owners who want to increase their visibility, reach out to new audiences, and build trust with potential customers. 

By following the healthcare social media strategies outlined in this article, you can optimize your online presence and create an effective marketing strategy that will help you boost your healthcare business. 

Don’t be afraid to experiment with different types of posts and campaigns, while keeping track of their performance.

With a little bit of effort and dedication, you’ll be able to unlock the full potential of social media and make sure your healthcare business stands out from the rest.

The post How to Boost Healthcare Business Using 8 Social Media Strategies appeared first on Convince & Convert.

Did you miss our previous article…

90210 cast

Ah, the ‘90s. The last decade before everyone began to have a cell phone in hand. A time just before technology really took over. Life was a little slower (and some would argue less stressful) without social media feeds to scroll every time we were just a little bit bored.

And in the absence of new tweets and TikTok trends to keep up with all the time, we turned elsewhere for entertainment. Namely, we turned to the many hilarious and heartwarming 90s sitcoms that were on every week.

Not only did the likes of Uncle Jesse (have mercy!), George Costanza, Ross and Rachel (and their Friends), and Zack Morris (among many others) keep us laughing, they also taught us some valuable life lessons that—if you were like me growing up at that time—you took as full-fledged advice for how to navigate life’s tougher moments.

A quarter of a century (say what?!) later, I’m here to tell you how some of those lessons can be applied directly to content marketing. Believe me, there’s a thing (or several) that you can really take away from some of our favorite memorable episodes.

So, without further ado: 6 content marketing lessons I learned from watching 90s TV.

Quick Takeaways

  • Content marketing is always evolving. Marketers must be willing to embrace change and step out of their comfort zones to keep up.
  • Timing matters — failing to make a plan and stick to it can lead to lost opportunities.
  • Resourceful tactics like repurposing old content boosts the ROI you earn on content assets.
  • Outsourcing to an agency can help you execute your content strategy with more confidence while you focus on other strategic priorities.

Content Marketing Lessons We Learned from 90s Sitcoms

Sometimes It’s Good to Do the Opposite

Scene from Seinfeld when George Costanza says he’s going to do everything against his instincts.

Image Source: GetYarn

When you’re not getting the results you want from your content strategy, take a little advice from George Costanza and do the opposite. In this episode of Seinfeld, George laments that the decisions he’s made thus far in life have all been wrong, and Jerry sagely advises him:

“If every instinct you have is wrong, then the opposite would have to be right.”

Now I’m not suggesting your decisions have all been as wrong as George’s, or that you flip your entire content strategy on its head to do the exact opposite of what you’re doing now. The takeaway as I see it is about not simply digging your heels in and sticking to the plan, even when it’s not working.

Be willing to be like George and admit when something’s not going as expected, then figure out how to adjust. Content best practices evolve and change like any other part of business, and there’s a lot to get right when it comes to making Google’s algorithms happy, engaging the right target audience, and creating content that actually converts.

Undoubtedly, there will be times when you don’t get it right the first time, and need to do some trial and error to get back on course.

The content marketing lesson: Keep trying. Keep improving. Do the opposite of what your instincts tell you when your instinct isn’t working. Do your research and adjust your strategy until it succeeds.

Change is Hard (But You’ve Got to Embrace It)

Scene from Full House where Jesse and Michelle say goodbye before Jesse moves out.

Image Source: Looper

Uncle Jesse moving out of the house. Mr. Feeney dismissing his students after the last day of school. Will Smith standing in an empty house after his family leaves for the final time. If there’s one thing we know from 90s sitcoms, it’s that change is inevitable and it feels tough.

As a content marketer trying to keep up with the latest content trends and best practices, it’s a feeling you’re probably familiar with yourself.

For example: There once was a time when all you had to do to get content ranking on Google was stuff it full of your target keyword and press publish. But Google (and its users) got smarter, and today the algorithm’s expectations for content quality are much more sophisticated.

It was a change met with resistance and even resentment as marketers realized they’d need to do more to create competitive content. But the brands that won are those that embraced the change to get ahead.

Here’s the lesson: Content marketing is fast-changing. New tools and technologies come out, trends come and go, and user expectations evolve. Embrace it all. Keep up with it. It keeps your content fresh, relevant, and engaging for your audience.

Great One-Liners Grab Attention

Steve Urkel saying his signature line: “Did I do that?”

Image Source: Tenor

When you watched an episode of Family Matters and things went inevitably wrong on screen, you could count on Steve Urkel to turn around and ask with an aloof smile, “Did I do that?” Inevitably, when Friends’ Joey Tribiani saw an attractive woman, you waited expectantly for his “How you doin?”

When someone didn’t give Stephanie Tanner her way on Full House? You knew you’d hear an exasperated “How rude!” Blossom heartthrob Joey Russo stole hearts with a single “Whoa!”

Many of our favorite 90s TV characters became so beloved because of the familiarity behind their signature taglines. If our attention veered for a moment, you could count on these lines to grab it back to see what was happening.

And while brand taglines might be more relevant to direct advertising, there are important lessons we can take away for content marketing too. Namely, that a single line — a blog headline, email subject line, etc. — is what grabs your audience’s attention and makes them decide to stick around.

Consider this: 8 of 10 people will read your blog headline, but only 2 out of 10 will read your full blog. About a third of email recipients decide whether or not to read an email based solely on the subject line. No matter how great your actual content is, you’ve got to get the headline right if you want them to actually read it.

Sometimes You’ve Got to Be Resourceful

Full House scene when Stephanie and Jesse put on a garage circus for Michelle’s birthday party.

Image Source: Full House Fandom

When Uncle Jesse, Stephanie, and Michelle got locked in a mechanic’s garage on the morning of Michelle’s birthday party, they could have thrown their hands up and called it quits. After all, they planned and purchased for the party happening at the house, and now all they had to work with was the equipment locked in the garage with them.

So what did they do? They got resourceful. They looked internally for things they could use to recreate a birthday party. What resulted (at least for kids like me watching from the couch) was just about the best party a girl could want.

As content marketers, we often end up in situations where our budget doesn’t stretch as far as we want it to or we just don’t have the bandwidth to get everything done that we planned for a given time period. But you still have to publish. You still have to engage your audience.

Just like Stephanie and Jesse used auto equipment to turn the garage into a circus, you can look right inside your own library of content for ways to keep your strategy active.

Repurposing or reusing content is a powerful way to keep web traffic flowing to your site. In fact, HubSpot found they earned 76% of their blog views from old articles they updated.

The takeaway: Don’t feel like you have to reinvent the content  wheel every time—especially when you’re feeling stretched too thin.

Look at your current content library for ways to boost activity. Repurpose content on other platforms. Give older articles a refresh and repost. Rather than stressing about what you can’t do, look to maximize ROI on what you already have.

Timing is Everything

Scene from Friends when Rachel picks up Ross from the airport and unexpectedly encounters Julie, too.

Image Source: Insider

There were two types of people in the 90s: those that thought Ross and Rachel were on a break, and those who thought they weren’t. The will-they-won’t-they storyline between these two Friends characters was a staple of 90s pop culture, and if you tuned in, you know timing never seemed to be on the couple’s side.

Take the scene pictured above, when Rachel finally decides to tell Ross how he feels, only to be unexpectedly introduced to his new girlfriend. Ross loved Rachel, but she waited too long. To put it in content marketers’ terms, she lost her guy to a competitor.

Timing is debatable in the content marketing industry — the best day and time to publish your blogs or send an email or publish a new social media post largely depends on your audience and your industry (although there are general best practices to follow). 

We’re thinking of timing here more holistically. It’s essential to plan your strategy ahead of time so you can keep things consistent, build traffic reliably over time, and capitalize on opportunities like seasonal demand or new product launches.

Using a content calendar to plan your timing and stick to your plan is one of the smartest ways to put this important lesson into practice.

Otherwise? Your brand might end up like Rachel at the airport, watching potential customers (even those who may have loved your brand) more go with other brands who got to them first.

It’s Okay to Ask For Help

Tim and Al using blowtorches in an episode of Home Improvement.

Image Source: TV Insider

Tim “The Tool Man” Taylor was notorious for trying to do everything himself — as he often liked to proclaim: “A real man doesn’t need a manual.” He even shrugged off the help of his loyal assistant, Al Borland, which led to many a home improvement disaster when things inevitably got out of his control.

While Tim’s stubbornness may have been a shtick, it offers a valuable lesson for founders and marketing leaders: Content marketing can’t be a one-man show, and trying to do it all on your own will likely lead to wasted effort and poor results.

It’s understandable, especially for startups and growing small businesses, to want to save on costs by executing your content strategy in-house, even when you don’t have the resources to do it. The problem is that you end up with lower ROI and less time to focus on what matters most to your business — serving your customers.

The lesson here is that it’s okay (and smart) to ask for content marketing help when you need it.

Outsourcing content is an alternative that’s proven effective for most companies (84% outsource content in some way) and can offer you convenient bundled services, access to key tools and expertise, and easier scalability than is possible when you hire an in-house team.

Over to You

If you’re ready to take your content strategy to the next level, Marketing Insider Group is here to help. We’re a top-ranked content marketing agency helping companies like yours to reach, engage and convert quality leads. Check out our SEO Blog Writing Service to learn more, or schedule a quick consultation to get started!

The post 6 Content Marketing Lessons from Classic 90s Sitcoms appeared first on Marketing Insider Group.

a man kidding his keys that hold the answers ot an effective seo and content strategy

Content still reigns as an essential method for attracting and retaining your ideal customers, but determining what to publish is challenging. How can SEO and content strategy work together for improved marketing?

our own recent research (report coming soon!) show that SEO content generates 8x more traffic than organic social media and all paid media COMBINED.

So yeah, SEO still has a vital role in contemporary content strategies!

We are helping to drive millions of website views every month for our clients and want to share what works with you. So let’s dig into how SEO should influence your content strategy and what actionable steps you can take now to start getting better traction with your content marketing.

Key Takeaways:

  • You must meet your audience’s needs by targeting your ideal customers, publishing information on the correct topics, and using effective long-tail keywords.
  • Your SEO and content strategy requires that articles have attractive and helpful layouts.
  • Attention to practical considerations, such as link building, optimizing old content, and paying attention to metrics, help direct your content marketing.

SEO and Content Should Work Together To Meet Your Audience’s Needs

SEO is not just about tinkering with technical website operations behind the scenes. What you present to your audience can make or break your rankings. Since almost everyone knows about SEO and content strategy, you have to create a solid plan to compete. These steps are a good place to start. .

Define Your Ideal Customer Persona

You need to know who your target audience is before you can discern its needs. Identify one or two ideal customer personas who are of high value to your business. Give your ICP a name to make the persona live in your mind. You need to create content with this individual in mind.

Discover the pain points of your ICP and what these individuals want most. Determine how you can solve their needs with practical information to understand how to craft pieces that provide immediate value.

Find the Right Topics

Once you understand who your preferred customers are, uncover the topics that interest them with SEO tools that show the search volume for popular short-tail keywords. While keywords are still a useful part of your SEO and content strategy, don’t tailor your article around a bland discussion of the keyword.

Discuss subjects that people want to read and that relate to those keywords and variations. Once you have attractive topics, you can sprinkle in the correct keywords as your secret ingredient that helps boost SEO.

Use Tailored Long-Tail Keywords

A company that sells bicycles will struggle to compete for rankings by only focusing on the broad keyword of “bicycles.” However, relevant articles that discuss specific types of bike repair, recent innovations for electric bikes, or bike rides in a specific location can target the kind of clients the shop wants in the desired areas.

Utilizing these tailored long-tail keywords focuses your content toward your ICP. We use this strategy to great effect with our clients.

Your competition can enlighten you as well. Discover the kind of content that ranks on the first page for keywords that relate to your offerings. Use the ideas as inspiration for how to present your own spin on the subject and improve on what’s already out there.

Long-tail keywords are great for SEO and content strategy because they have higher conversion rates

Image Source

Devise an SEO and Content Strategy That Looks Good

What you write is not the only consideration in your SEO and content strategy. Your presentation matters a great deal, so don’t forget an attractive layout.

You wouldn’t eat a four-star meal that someone served to you on a garbage can lid, no matter how well the server cleaned it. Pay attention to your site’s design, how you craft your content, and how often you offer new content.

Make Information Easy To Read

Readers and search engine bots are seeking efficiency and readability. Your audience wants concise and easy-to-understand answers. Thus, well-organized content ranks well. Breaking up content with headings and lists makes your articles more palatable to the public.

Use keywords naturally and periodically throughout a piece to show what your content is about and boost rankings. However, don’t stuff keywords randomly, or you risk search engines and readers flagging you as untrustworthy. This can kill your rankings and ruin your SEO and content strategy.

Avoid long, unwieldy sentences. Remember that more searching occurs on mobile than on other devices. Your pages should be accessible to all types of traffic, especially those that people use most.

Use Various Formats

Yes, you still need a blog. Blog posts are one of the best ways to provide value that your target audience can repeatedly reference. Still, you cannot neglect other formats where you can spread your content and repurpose it.

Add videos, images, and infographics to your blogs to offer additional value to your readers. These visual aids can dramatically increase the number of shares your content receives.

When you build up a substantial amount of content, consider compiling it and editing it into an e-book, which is not just a fantastic way to boost your credibility and authority online. It is also a great ways to get leads from your content marketing traffic.

Adding a few images to a blog as part of your SEO and content strategy can double or triple shares by readers

Image Source: Niel Patel

Publish Content Regularly

Remember to post consistently. A content scheduler can help you stay on track. With our SEO and content strategy, we find that clients get a substantial boost from at least one article a week and even better results from two articles a week. Train your audience to expect regular beneficial information from you as a reliable resource.

Make Continual Adjustments

You can’t simply publish post after post and expect positive results. Continue to monitor your performance to improve and gain ground on your competitors.

Set and Review Your Metrics

Set goals for your content marketing and implement a process and methodology that tracks your progress. Monitor the results to determine what works and why. Similarly, figure out what does not work and adjust. Keep up with your analytics tools to stay in tune with your audience and provide what they want through your SEO and content strategy.

Refine and Optimize Old Content

You can apply many of these suggestions to your old content for a “facelift.” This strategy is another one we use that offers a quick return on investment. Take an old blog post and do the following:

  • Add videos and images
  • Insert high-authority and internal links
  • Include current high-conversion long-tail keywords naturally
  • Edit and improve the writing
  • Add a “Last updated” tag

A few adjustments can freshen an older page and help it rank higher.

Focus on Link Building

Link building remains a vital part of a successful SEO and content strategy. Linking to other trustworthy websites with relevant content can boost your reputation as a reliable source. Proper link-building techniques make it easier for readers and search engines to find and navigate your website.

Another strategy we use effectively is internal linking. Doing so improves engagement, enhances the user experience, and drives conversions. This method is another way to get the most out of constant content and older pages.

An SEO and content strategy that includes internal links increases search engine rankings in over 75% of instances

Image Source: Niche Pursuits

Find a Partner To Help With Your SEO and Content Strategy

Content marketing works best when partnered with intelligent SEO strategies. If you lack the time and energy to reap the full ROI on these efforts, let’s chat! Our team here at Marketing Insider Group is ready to collaborate on a winning SEO and content strategy for your business.

The post 9 Keys to an Effective SEO and Content Strategy appeared first on Marketing Insider Group.

How to Measure Your ROI on Social Media Marketing Campaigns

Social media marketing has become an increasingly integral part of advertising campaigns, but measuring its effectiveness, especially its return on investment, can be difficult.

ROI, or return on investment, measures the ratio between net income and investment. In social media marketing, that would be the cost spent on the time and money spent on social media marketing, including paid ads, creating social media-specific content, and the cost of specialized tools.

In this article, I’ll discuss the importance of measuring your social media KPIs, what metrics are most important, how to prove social media ROI, the challenges you might face, and the best practices to improve your social media ROI.

Why do You Need to Measure the Success of Your Social Media Efforts?

Measuring social media KPIs are as important as measuring any other marketing campaign’s KPIs. It not only helps you identify areas of your campaign that need rethinking, but it acts as a roadmap, showing you which methods and strategies will lead to success.

Social media is generally considered high up the sales funnel, in some cases, it’s the first interaction a user has with your brand. Thus, most marketers agree that successful social media campaigns focus on growing brand awareness.

Understanding Social Media Metrics

Social media metrics are information that you use to assess the success, and overall impact of any social media activity, including social media marketing campaigns. 

Measuring social media KPIs will help you understand whether you are reaching your set goals, as well as provide you with the necessary information to improve your efforts to better accomplish your goals. 

Here are some important KPIs to measure when tracking social media metrics:

1.  Engagement

Engagement includes the number of likes, shares, and comments a post or ad receives on social media. A higher engagement rate means that your target audience is interested in the post, and it’s serving user intent.

2.  Reach

Reach is most important when running ad campaigns on social media. Reach is the number of unique viewers that were exposed to the ad or post. It’s an important metric because it indicates how far your post or the ad has spread across a social media platform.

Since it measures unique users, it’s also able to provide important information about the users such as their location, age, and possibly gender.

3.  Impressions

Impressions can sometimes get mixed up with reach, but it’s a bit different. Impressions are the number of times a post or advertisement is loaded on a specific platform. It doesn’t measure unique users, which means each time it’s loaded on a person’s feed, it counts as one impression.

4.  Click-Through-Rate

Depending on the intent of your post, you might want users to click on a link, in which case you’ll also need to measure your click-through rate. This metric measures the number of users that clicked on a link placed in the post.

When running an affiliate marketing campaign, the CTR is an essential indicator to determine whether your affiliate links are successfully converting traffic into sales. Being able to carefully measure and adjust your affiliate marketing strategy will help improve your results.

5.  Conversion Rate

If you’re selling a product/service, then you’ll also want to measure the conversion rate. This metric measures how many users successfully went all the way through the sales funnel and made a purchase.

6.  Lead Generation

Lead generation is all about collecting customer information, especially high-quality leads (users who fit your target audience.)

If you’ve created a social media campaign that’s intent is to collect emails or other information, then each time a customer offers their email, you’ll count it as a lead. 

How to Measure the Effectiveness of Your Social Media Campaigns

Now that we’ve got an idea of the key metrics to look out for, we need to understand how to measure and interpret them correctly.

Here are ways to measure the effectiveness of your social media efforts:

1.  Setting Goals and Objectives

The only way you’ll be able to prove the effectiveness of your social ROI is to set proper goals. An easy system to follow when setting goals is to follow a template. One of the best templates you can use for this instance is the SMART template.

SMART stands for:

  • Specific – Set specific goals that aren’t vague, and fulfill the intent and interests of your target audience.
  • Measurable – Goals should be measurable through a certain metric.
  • Attainable – Goals should be realistic and achievable. Setting unrealistic goals only leads to failure.
  • Relevant – Goals should be relevant to not only your target audience, but also relevant within market expectations.
  • Time-bound – Goals should be set within a time frame that is realistic.

2.  Measuring the Correct Metrics

Not all KPIs are relevant to your goals and marketing campaign. This is especially true for social ROI. As discussed above, there are certain metrics that are important when proving ROI, such as impressions and reach, and focusing on these is key to proving social ROI success.

To measure these metrics, there are plenty of tools you can use. This brings me to my next point.

3.  Using Tracking Tools

Tracking tools make tracking and gathering key metrics from your social media accounts much easier.

Here are some tools you can use to track important social media KPIs: 

Google Analytics 4

Google Analytics 4 is the newest iteration of the analytics tool and has been created to unify user journeys across a multitude of different channels. Making use of Google’s machine learning technology, it’s able to provide key insights to a brand’s insights, as well as be adaptable to an ever-changing market online.

GA4 is able to operate across different platforms and does not rely on cookies only. Instead, G4 focuses on event-based data, which offers businesses data that is user-centric.

Google Analytics is limited when it comes to measuring social media KPIs, but is a great tool to measure brand awareness

This is done by categorizing your social traffic. On GA4 there are two types, namely:

  • Owned social: Users who visit your site through a link shared on social media.
  • Earned social: Users who visit your site through a link shared by a user.

You can also keep track of which social channels most of your users are coming from.

Google Analytics Social media

Another important factor to keep in mind is assisted conversions. While it might be tempting to only factor in direct conversions, when it comes to measuring social ROI, assisted conversions are just as important. 

This metric tracks users who visited your site through a social media channel, left the web page, then came back at a later time through a different channel and converted.


HubSpot is a CRM (customer relationship management) tool that includes a host of features, including an all-in-one inbox for all social media platforms and emails, as well as tracking and managing social media campaigns.

HubSpot Social Media KPIs

With HubSpot, you can easily create social media campaigns, and track their analytics from within the marketing hub. You can add multiple instagr am accounts (or any other Social Media account) on the same dashboard. You’ll be able to find your click-through rate, the amount spent, and impressions. It even has a built-in ROI calculator.

You can also create workflows that lead users from a social media post, down a sales funnel toward a conversion.

HubSpot workflow example


Buffer is an all-in-one social media management tool. Its primary focus is on helping brands grow followers organically. 

Buffer Analytics

Image via Buffer

Through Buffer, you’ll be able to analyze your social media campaign’s boosted post insights, engagement, post analytics like hashtags, audience demographics, and impressions.

You can create customized reports with your own style and logo as well if you’re an agency.

How to Prove Your Social ROI

Once you know which metrics to measure, as well as how to measure them, it’s time to prove that your social ROI is on the right path.

Here’s how to prove your Social ROI:

Calculate How Much You Spend On Social Media

The first, and most important part of proving your ROI, is to know exactly how much you’re spending on your socials.

Costs that need to be factored in are:

  • Budget allocated towards social ad campaigns.
  • Content creation for social media. This includes in-house, as well as contracted work.
  • If you have a dedicated social media team, their cost needs to be added.
  • If you use any social media agencies, they should be included as well.
  • Any content creation tools, as well as social media management tools, need to be factored in.

Measure Whether Your Goals are Being Achieved

Social ROI can be measured without considering whether goals are achieved, but in most cases that would be detrimental to your social media campaign’s success and growth.

Most social media campaign goals usually involve gaining followers, getting more reach and impressions, and generating leads. To be successful, you’ve most likely set goals that include all these metrics.

Reaching these goals adds value to your social media marketing, which means they should be factored in when calculating your social ROI. Ways your social media campaigns create value can be:

  • Increase in brand awareness
  • Improves the customer experience
  • Improve customer loyalty and trust
  • Increases lead generation and conversions

Create an ROI Report that Measures the ROI Impact of Social Media Efforts

Once you’ve settled on how much money you’re investing into your social media efforts, and established how much value those social media efforts are worth, you can create an ROI report for evaluation.

HubSpot is an excellent tool you can use that will automatically gather all these metrics from your social media campaigns, as well as the cost, and create an ROI report for you.

Remember when creating a social ROI report that you should:

  • Focus on business objectives, and how your socials influence them.
  • Use long-term and short-term results to show how socials improve certain KPIs.
  • Avoid using metrics that aren’t related to social ROI.

Tips to Improve Your Social ROI

If you’re not seeing returns on your social media investments, don’t fear, there are ways of improving your social ROI.

Here are just a few ways to improve your social ROI:

Review and Adjust Your Strategies Regularly

Social media in general is an ever-changing market. Trends come and go, and whatever is working today, might not be working tomorrow.

That’s why it’s important to keep track of how well your social media campaigns are doing regularly. To know how often, you should keep your goals in mind. 

If you’re looking to grow your social media accounts over the course of the next 6 months, you’ll need to assess your social media efforts monthly, to make sure you course correct if something isn’t working.

Don’t be afraid to experiment with different formats when adjusting your strategies. Adding content like a video to a post has been shown to boost engagement According to LinkedIn, a video post gets over 1200% more shares than a post without a video.

Make Use of Multiple Channels

Don’t just stick with a single social media platform. Certain social media platforms like Facebook and Instagram, which are both owned by Meta, can easily be integrated with one another to run ads on both. This can be done through Meta’s Business Suite.

Other social media platforms like TikTok excel in video content, whereas LinkedIn can be used to create professional leads. Cast your net as wide as your budget allows.

Incorporate Social Media Marketing Into the Bigger Picture 

Never forget the bigger picture. When assessing your social ROI, you need to remember that it fits within the bigger picture of your marketing campaign. In fact, 55% of businesses consider social media marketing as part of their overall marketing campaign, and social ROI is mostly factored by brand awareness.


With the right goals set, measuring the correct KPIs, and using the right tools, you’ll be able to effectively measure your social ROI without hesitation. It might seem difficult to improve your social ROI, but if you keep all the tips and tricks in mind from this article, you’ll be able to improve your socials in no time.

The post How to Measure Your ROI on Social Media Marketing Campaigns appeared first on Convince & Convert.

chess piece showing content marketing strategy for brands

SEO. Social media. Websites. Blogs. Developing an effective content marketing strategy can feel daunting with so many options and strategies available. Earlier this week, we shared the results of our approach to developing content. Here in this post, I am sharing how we do it for brands like yours.

We speak with brands on all points of the content marketing journey. From those who are still learning what content marketing is and why it’s important to those who are implementing their campaigns and need guidance, we help brands develop processes that allow them to effectively reach their customers.

Quick Takeaways:

  • The use of content marketing continues to grow. Over 80% of marketers are intently focused on creating content that builds brand loyalty.
  • Content marketers should focus on solving their target audience’s problems.
  • Connect with your audience on platforms where they hang out. Create content in formats that they prefer to consume.
  • Brands need to recognize that employees are their most powerful marketing resource and figure out how to activate them.
  • An effective content strategy involves data, brainstorming, alignment with the consumer journey, and constant monitoring of key metrics.

As many brands have figured out, content marketing is critical to a brand’s survival in today’s economy. Content Marketing Institute’s 2022 Benchmarks, Budgets, and Trends announced that 43% of marketers report their organization’s content marketing budget has grown since 2020..

74% percent of marketers say their campaigns were more successful compared to one year ago with 66% expecting their content marketing budgets to continue to increase. Respondents indicated that the more their content marketing matures, the more likely it is to succeed.

One thing is clear: content marketing is a marathon, not a sprint. We are here to help you and your brand get to the finish line with loyal customers whose needs have been met.

Here is how we do it:

1. Content Marketing Objectives

How we think about and approach marketing has shifted in the past decade. Buyers are now completely in control of their purchasing journey. It’s up to brands to fulfill the consumers’ needs with a seamless, quality experience. However, one thing has not changed: defining the objective of a content marketing campaign.

This step requires an analysis of five areas within a brand:

  1. current audience insights
  2. business case
  3. current state
  4. mission statement
  5. budget

In short, where is the brand now? What is our mission statement? Who are our current customers? How much budget do we have to spend?

2. Defining the Target Audience

Since the buyer is now completely in control of their experience and has high expectations of the brands they’re willing to build relationships with, understanding the buyers is critical.

It goes far beyond the traditional basic data like age, gender, race, income level and location.

In content marketing workshops with clients, we always consider various other factors that may contribute to a person’s decision to buy a product. Are they happy in their lives, both personally and professionally? What frustrations are they currently experiencing? Where do they get their information? What are they curious about?

The list of possible questions is extensive but it helps us begin to build the framework for a successful content marketing campaign.

3. Publishing Content

Defining where and how your target audience consumes information frames where you will be publishing content.

We’ve noticed some confusion when it comes to platforms. We don’t blame you! There are at least a dozen social platforms that millions of people frequent. Add to that the scores of content management systems that you could build your hub with. It’s easy to get lost.

However, we place the most value in the location where a brand can own their content – just look at what the best in content marketing are doing. While they are a great place for content distribution, the constant flux in social media algorithms and user agreements make them an unreliable platform to build a content marketing strategy.

4. Content Marketing Workflow

Next, we identify the best way we can work with you and your brand. This process includes defining how we will ideate, approve, create and publish your content marketing campaign. For some clients, this is a relatively simple process. Others have required additional steps set by law or previously defined internal procedures.

5. Editorial Strategy

Once we have a good understanding of a brand’s goals, who their target audiences are and what platforms to reach them on, we can start defining the editorial strategy. This includes figuring out content themes, topics, and types. For example, at Marketing Insider Group, we identified four key themes:

  • content marketing workshops
  • content strategy agency
  • employee activation
  • content marketing for events

Then we built out topics around these themes, such as tools to use or how to use video in your content marketing strategy. How these articles are actually written depends on the topic but the content may include general articles, lists, how-to articles, infographics and why posts.

6. Brainstorming

Part of building an effective content strategy includes brainstorming. We collaborate with our clients to explore the various ways we can reach your target audience. It can be (and in my opinion, should be) one of the most fun parts of the process.

We implement tactics such as design thinking where each individual comes up with a list of ideas and then the group categorizes them.

Don’t worry, analytical types. We use data-driven tactics to brainstorm.

  • Google is one of the first places we start. It provides suggestions based on the volume of searches done for a topic.
  • AnswerThePublic is another great resource to categorize the most frequently asked questions around a keyword.
  • BuzzSumo helps us identify content that has performed well in a specific time span. We are able to look at our own content as well as what competitors have done that’s worked. The platform also enables us to find high performing content by topic.

7. Consumer Journey: Where Does the Content Fit?

The journey to reach a consumer who has never heard of your brand is going to vary from the consumer who follows you on social media. We work with brands to determine what demographics should fall into the three stages: early, middle, and late.

This stage also determines the frequency in which we create or repurpose content and how we reach the consumer (blog posts, email, social).  One thing we always have in mind: buyers are not searching for product specifically. They are looking to solve a problem.

8. Content Distribution

Your content marketing campaign has multiple platforms to choose from: website, social, podcast, video, paid advertising, and harnessing employee activation. It’s here that we work with our clients to help determine which tactics will best help reach their goals.

We encourage the brands we work with to look within when deciding the best way to promote their digital content as their strongest marketing tactic exists on the payroll: employees. When employees share their employer’s content, it can generate up to 8 times more engagement and increase 14 times more brand awareness than brand-only content.

9. Content Marketing Measurement

Research indicates that for every one buyer, there are 100 pieces of content produced. This statistic makes measurement a key component of a content marketing strategy and is also most likely where your CEO will be most interested.

Early in the process we help brands determine what metrics need to be monitored depending on their goal(s) and buyer stage and provide them with a dashboard to help keep track. Our reporting schedule varies but is optimized to ensure a brand has a successful content marketing campaign.

Let Your Content Differentiate Your Brand

Good content marketing is imperative for distinguishing your brand and positioning yourself as a thought leader in your industry. It can be hard to keep your ideas fresh all the time, especially because your competitors are going to be turning out content as well.

Not only that, but every time you come up with something new and exciting, you can bet that your competition will be following behind shortly. Here are some tips for differentiating your brand using content marketing.

1. Position Yourself Strategically

It’s important to differentiate yourself from the competition by using your content to show your unique perspective.

Before you can get your brand into a good position, you need to get to know your target market, key content marketing trends in your industry and some research on what your competitors are getting up to.

Find out what sort of creative direction the competition is pursuing. Look at the kind of tone and aesthetics they favor. Some good places to get a sense of this are their logo, mascots, and even the colors they select.

  • What sort of themes are they working with?
  • What is their message?
  • What kinds of campaigns are they running?

If you want to stand out, you need to know what you’re trying to stand out from. Make your brand unique so it can fill a niche. Take what your competitors are doing and do it better, or put a fresh spin on it.

2. Focus on Customer Experience

“Customer experience can be an excellent way for you to differentiate your brand. Instead of approaching this with the mindset of there being one ideal customer experience, try and find out what your customers are looking for. Different customers use different brands because they enjoy the unique experience that brand provides,” writes Jerry Estes, content marketer at Revieweal.

The experience should align with your positioning; it should suit your brand’s personality and also include variety.

3. Create Quality Content

There are a lot of good ways to create quality content your customers will love. One good way to start is figuring where your niche will be. Think about an area that is underserved and therefore hungry for content that appeals directly to them. You can amass a loyal following of people if you are able to appeal to a niche that has not been receiving much attention from other brands.

Another good direction is to make your primary focus educating and informing people. Find out what your customers’ most common questions are and create content that addresses those questions. Use forums and blogs to find out which topics are most popular when people search for your brand or industry, then create content based on that information.

4. Pursue a Long Term Growth Strategy

Fads will come and go, but they should not determine how you lay out your strategy. Your strategy should be based on long term growth, and not the flavor of the month.

The internet has a very short attention span, and a rapid turn-around cycle. If you start trying to work this week’s sensation into your strategy, your brand will end up looking out of touch very quickly.

“Think long term and also see how far your boundaries extend. Look for new areas, that lie within your sphere, where you can expand and continue on with sustained growth. Just remember that you should make sure that when you do expand, you don’t contradict your brand’s positioning or message,” recommends Doris Tanguay, ecommerce content writer at Essay Services.

5. Use Online Resources to Improve Your Content Writing Skills

A lot of people have great content ideas but struggle with writing good copy. The good news is there are many resources available online that can teach you how to write like an expert.

Here are some good ones to get started with:

  • Studydemic / Academadvisor
    Use these resources to get your grammar knowledge up to speed. You can really discredit yourself and your brand if you’re publishing content with bad grammar.
  • Assignment Writing Service / Essayroo
    These online proofreading tools will give you content copy that is flawless. Just a single typo is all it takes to make you look like an amateur.
  • StudentWritingServices
    Writing is so much easier when you’re using a guide. This writing guide will walk you through the process from start to finish.
  • UKWritings / BoomEssays
    Editing can be tedious, and not a lot of people enjoy doing it, but these resources will make the process easier and faster.

6. Segment and Distribute

A lot of brands struggle with segmenting based on the wants and needs of the different segments of their audience. When you’re segmenting your audience, it’s smart to be thinking about where each group lies in their journey, in terms of awareness, engagement, conversion, and loyalty.

Segment your content based on pricing, customer care, product lines, and services. It’s also important to factor in geographical location and relevance to your segmentation.

Differentiation affects both your short term profits and the long term viability of your brand. If you’re just a less interesting version of someone else, why would anyone bother with your brand? It’s important to position yourself well, and keep up with what other similar brands are doing, so that you can find a unique angle to work on.

Best Examples of Brands with a Great Content Strategy

Thanks to the explosion and the proven value of content marketing, it seems like every brand these days has its own publishing house and an elaborate content marketing strategy to boot. They’re creating content on dedicated websites to target their demographic, convert visitors, increase their exposure, and establish themselves as voices of authority within their industries.

However, like much of the content out there on the internet, most branded content is not exceptional. Some brands just don’t get their customer base, while others recycle articles, photos, and videos instead of producing original pieces and are too pushy trying to sell their products.

If you’re gearing up to start your own branded content website, and want to get the most content marketing ROI, you should research what the best-of-the-best brands are doing. We spoke to five of them — IBM, Casper, GE, Barneys, and Williams-Sonoma — about how they built their sites and consistently put out excellent content.

These content creators discuss about their content marketing strategies, their methodologies, and their goals when it comes to building a branded content site.

IBM: Creating a real-time content desk

Tami Cannizzaro, who designed a real-time content desk for IBM way back in 2014 has this to say about branded content or messaging: “I don’t think I’ll get too many opinions to the contrary when I suggest that effective marketing is getting harder every day. Consumers seem to have developed an allergic reaction to anything that smacks of selling. Banner ads are essentially wallpaper with a dismal .1% conversion rate. Television ads have been all but eradicated by the DVR. Text ads are brand destroyers unless they’re pushed at point of sale while the discounted coffee is still piping hot. I could go on.”

So what can you do to insert your brand into a welcome conversation? Successful marketing is all about building relevance and utility for your brand. A social network is often the beginning of the conversation and should extend into the entire brand experience. Here’s what Tami and her team did about it at IBM: They built a real-time content desk. It’s a system that changes the way we build and disseminate branded content.

There are essentially five stages—here’s how you can build one for yourself:

Monday – The Beat Box: Ask what’s happening in the world that’s relevant to your customers and find the hot conversations. Social listening tools can help to identify the latest topics. An agency like Sparks & Honey can help you tap into significant cultural trends. They run a daily report on relevant world events, consumer trends and general cultural shifts. Build themes that align to the identified areas of interest in the marketplace.

Tuesday – Editorial Sync: Figure out what content you want your audience to consume and how. This is best done by a seasoned PR expert working with your marketing team to provide guidance and direction. Examples might include the fact that election season is coming up and you want to show how your software can help to identify the right candidate, or it’s Valentine’s Day and you’re selling overpriced gifts for lovers.

Wednesday – The Angle: Brainstorm on what content will be produced. Our agency, Ogilvy & Mather, supports the desk with a creative team and content strategist to develop a mix of short, consumable content as well as longer-form content. A fact-filled SlideShare, a report that ties in to an upcoming holiday, a short video series—all great content candidates.

Thursday – The Deadline: Determine how you will deploy the content across branded properties. Lay out a strategy for how content will be amplified through paid, owned, and earned media. Adding technologies like retargeting can help to bring consumers down the funnel.

Friday – The Analytics: Perform a weekly assessment of winners and losers. What types of content are consumers engaging with and sharing? Understanding which content types and themes are successful is critical to increasing brand engagement.

The real-time content desk helped IBM become experts at creating content that resonates. The nirvana for this type of desk is “news jacking” in conversations, like pushing a SlideShare into a competitors’ conference stream or being the top tweet that goes viral during a popular world event.

As consumers, we hate being sold. As marketers, we know we need to sell. In order to be heard by consumers today, brands need to align with how people experience the world and find a meaningful, relevant way to make the right connection. A content engine like IBM’s is a great way of driving that engagement.

Casper: Focusing on awareness, not conversion

Casper is a startup that provides “outrageously comfortable” mattresses sold directly to consumers — eliminating commission ­driven, inflated prices.

Since its launch in April 2014, the brand has grown rapidly, generating $30 million in revenue over a 10-month period and expanding its team from five to hundreds of people.

While Casper has always powered an on-brand, on-domain blog, the brand made a surprising move in June 2015, announcing its launch of Van Winkle’s, an off-brand, independent editorial venture.

Quality Journalism Exploring All Aspects of Sleep

Per Casper’s announcement on its branded blog, Van Winkle’s is an “independent editorial venture, staffed by an award-winning team of journalists. Van Winkle’s’ original features and stories explore all aspects of sleep, from science to pop culture.”

Luke Sherwin, Casper’s Co-founder, explains the editorial strategy further, saying the site will publish “weekly in-depth features, hard-hitting investigative pieces, columns, explainers, and relevant product reviews.” Reporting will also cover cultural topics and issues “through a lens grounded in rest and wakefulness, like the societal implications of Benzodiazepine, experimental interrogation techniques, or the limitations of quantification.”

The brand is clearly putting the mission of providing quality content at the forefront of its strategy, staffing experienced journalists from Maxim, Travel + Leisure, Salon, Mic, Gawker Media and Men’s Journal. The team will be led by Elizabeth Spiers, a former editor in chief of the New York Observer and a founding editor of Gawker.

An Independent Venture

While we’ve seen unbranded content marketing endeavors before (i.e., L’Oreal’s, it’s typically a move done by brands that a) are trying to disassociate from a negative brand perception, b) are trying to repair trust issues with customers, or c) have a house of brands rolling up into the same parent company. Casper fits none of these cases.

Instead, it seems the reason for the site was simply to fulfill a journalistic gap for an area of existing interest. As Sherwin describes it, Casper sees itself not just as a seller of mattresses but as a lifestyle brand at a time when people are concerned about work-life balance and are wearing fitness bands to track not just their activity but how much sleep they are actually getting. It seemed that if it wasn’t up to Casper to fill this void, then who?

While the site is funded by Casper, Van Winkle’s maintains its independence in terms of its branding, online identity and budget. The site is not designed to be a marketing vehicle or to drive traffic to the Casper site. It isn’t even part of Casper’s marketing budget. Van Winkle’s has no indication of its association with Casper, with the exception of a small “Published by Casper” disclaimer at the footer of the site.

Van Winkle’s online identity is also separate with independent social accounts and an unassociated URL ( instead of something like Finally, it’s interesting to note that the goal of the site is to be “as self-sustaining and independent as possible. There will not be any shoppable links or e-commerce.” Most brands that choose an un-branded strategy will typically still include shoppable links sparsely throughout their content.

While still in its infancy, the site has already drummed up buzz and been covered by Wall Street Journal and the New York Business Journal. At a time when content is the “in vogue” marketing strategy of the moment, Van Winkle’s is an exciting experiment that will interesting to watch and sure to influence other brands’ content marketing strategies.

The Strategy

Van Winkle’s editor-in-chief Jeff Koyen does not consider himself to be a marketer. Instead, he’s a journalist who manages other freelance journalists. Like traditional reporters, they strive to tell good stories and raise awareness about certain issues. For Koyen, that issue is sleep.

“We are not converting people to, which is what makes Van Winkle’s unique,” he said. “We are not measured by conversions or mattress sales.”

The goal is to invent a new vertical, sleep, and try to have “more eyeballs on Van Winkle’s. If we do create the sleep category, ultimately, Casper will benefit from it. They will get people to say ‘Gee, we need a better mattress.’ It’s my job to create cultural awareness. My competitors may benefit from it too, but it’s ultimately up to Casper to position themselves in a way that they will be there when customers want to make a purchase.”

So, what has Koyen found that his readers are most interested in when it comes to sleep? “Not surprisingly, posts about boners perform well,” he says. “I did one on morning erections. Another one is about how to wash your sheets. Those two posts had a far reach on social.”

Van Winkles.jpg

Koyen’s advice for other brands hoping to start their branded content websites is this: Don’t be too cautious. “It takes bravery to let an editorial entity launch and run on its own,” he says. “When most people get to launch day, they think someone on the brand side will blink and say, ‘I don’t know if this story is on message for the brand. They may overthink it to death. If you want something that’s publishable, you need to be brave and trust your editor. If you just want to convert eyeballs or sell Red Bull then don’t do this. To do higher level real journalism, you have to find the right editors and make sure they answer to themselves.”

Why It Works

Undoubtedly there will be many skeptics and naysayers of this seemingly risky endeavor, but there are several factors in this site’s strategy that have set it up for a successful future. First, the site is powered by an experienced team of journalists who know how to create compelling content. Regardless of the topics they write about, they’re staffed to be able to meet the high-quality expectations they’ve set for themselves.

Second, the site’s broad topic of “sleep” influences all aspects of life. Since sleep can be woven into just about anything, they’ve given themselves the flexibility to be able to write about topics that will be genuinely interesting. Six months from now, they won’t find themselves writing a stale story just because it’s the only thing left that fits in the site’s overarching theme.

Third, the unbranded strategy fits perfectly with Casper’s mission. Casper’s direct-to-consumer business model eliminates inflated prices and benefits consumers. Any business that is built on benefitting the end consumer has a leg up on an honest and trustworthy brand perception. Launching an unbranded editorial site, filled with amazing content, with no direct strategy to drive e-commerce enhances that positive perception even more.

Finally, the executive team’s expectations are realistic, open and prepared for adaptation. Sherwin does not expect the site to be a destination that readers will check every morning. Instead, the objective is to provide interesting, valuable content that will spread itself.

Sherwin explains, “We live in a world where being a destination site is not necessarily the primary goal of all content sites. The quality of the content still has value.” Casper’s CEO, Philip Krim, is also aware of the risk and prepared to alter strategy if need be. He explains, “If it isn’t well received we’ll have to reevaluate, but if we do succeed in creating some awesome content then I think we’ll have an interesting standalone business here.”

Barneys: Provide exclusive content

Your brand has a unique perspective and access to individuals and information that other brands don’t. On The Window, which is the branded content site for Barneys, the staff knows this.

The content that does the best on the site, according to editorial director Marissa Rosenblum, is interviews with Barneys’ designers and “things you could only get from visiting The Window,” she says. “This is because of the access we have at Barneys. You can’t read about the exclusive collaborations we’re doing elsewhere.”

The Window has a plethora of this kind of original content, from written pieces about their designers, to pictures from Barneys’ photo shoots, and videos of their runway shows.

The Window.jpg

If brands want to succeed, they need to stick to the old advice and write what they know, says Rosenblum. “Tell the stories you’re an expert on, and people will care about your brand’s point of view. They’re interested in what we have to say about emerging designers, fashion, and style. We’re still trying to sell them something, but it doesn’t change the fact that our point of view is well respected and regarded.”

Williams-Sonoma: Aim for return visitors

You cannot define success simply by how many visitors your branded content site. Don’t forget that loyal, returning customers are crucial to your brand.

Merritt Watts, the senior manager of content at Williams-Sonoma, says that with their website, Williams-Sonoma Taste, they want to keep people coming back for more content. “A return visitor means we’re truly connecting with our customers. They may not be purchasing every time they visit the blog, but when they do they’ll come to a trusted place — a place that’s already successfully shown them cooking techniques, offered inspiration for hosting a memorable holiday brunch, and recommended some restaurants to visit on their trip to Austin. That’s the kind of long-term success we are after.”

Williams Sonoma Taste.jpg

To encourage customers to return, Watts and her team of in-house and freelance writers produce content that adds value to their customers’ lives. “Our main target is the home cook,” she says. “They don’t have to know how to sous-vide or be able to whip up a soufflé without a recipe (though we have a hunch that plenty of our customers do!) (editors note: Seamless?!) but they are people who want to be inspired, who love getting their kitchens a little messy, and setting a table for friends and family with a meal they’re excited to serve.”

Some recent pieces for their demographic cover planning a spicy cookout, how to construct ice cream sandwiches, and making homemade pasta by hand.

GE Reports: Find the scoop

In creating GE Reports, Managing Editor Tomas Kellner (read a full interview with him here) says that the brand wanted to tell their own stories and appeal to a B2B audience. They also hoped influencers would see them as more than just an appliance company.

To do this, they report on innovations in technology. They find out the latest on topics like 3D printing, medicine and science, and information technology, and then aspire to have it distributed by other publishers like Gizmodo and Fortune, which have large readerships.

“With one of our stories on 3D printed jet engines, we got hundreds of thousands of views on the site, and it got picked up by other sites, which generated another large universe of impressions,” says Kellner. “Ultimately, the impression is more important than the traffic you bring back to the site.”

GE Reports.png

Since GE produces technology, Kellner has access to these stories in innovation. He looks inward at what stories he thinks would be a hit among his readers, and then he assigns them. “If I just try to sell to my readers, they’re just going to walk away,” he says. “You have to be authentic and tell the truth, but also be informative, newsy, and useful.”

How Can We Help Your Brand Succeed in Content Marketing?

For as much as I have helped brands create successful content marketing campaigns, I truly enjoy the discovery process because I learn something, too. Whether it’s working to get past an internal hurdle or reaching an obscure target audience, we’re here to help brands succeed!

Curious about how we can work together? Contact us today!

The post How We Help Brands Like Yours Develop a Content Marketing Strategy appeared first on Marketing Insider Group.

marketing insider group shares the complete guide to creating video content

Now is the time to become an expert on creating video content. Not only are 91% of businesses already using video as a marketing tool in 2023, but 96% of marketers are placing ad spend on video.

That’s because nowadays, consumers are spending an increasing amount of time on social media platforms like Instagram, YouTube, TikTok, LinkedIn, etc. With all of the benefits that come along with creating video content, like building your brand identity and increasing your SEO, there’s no reason why your company should miss out.

If you haven’t already, this is your sign to hop on the video content bandwagon. And lucky for you, we’re giving our readers the scoop on creating video content that generates conversions. In this post, we’re taking a look at how to create video content that will benefit both you and your audience.

Quick Takeaways

  • 94% of marketers say that creating video content has increased their audience’s understanding of products and services 
  • 83% of professional marketers believe that creating video content is more important now than ever
  • Creating video content will maximize your ROI, educate your audience, and increase your SEO
  • Sharing explainer videos, product demonstrations, company culture videos, and customer testimonials are some of the most effective forms of video content
  • A video content marketing strategy will help maximize your ROI and scale your marketing efforts

In a world so heavily saturated with video consumption, creating video content is one of the most effective ways to reach and convert your audience.

What Exactly Does “Creating Video Content” Mean?

According to a recent report, 83% of professional marketers believe that creating video content is more important now than ever. But what exactly qualifies as video content?

Video content marketing is exactly what it sounds like – companies creating and sharing videos to promote their products and services, educate their audiences, and encourage engagement, with an ultimate goal to increase conversions.

But why such a rise in popularity? For starters, social media consumption in the US was boosted by 215% during the 2020 pandemic. By 2022, audiences were spending an average of 19 hours per week consuming video content. To put it into perspective, that’s just a few hours short of an entire day spent watching videos online.

bar graph shows increase in consumption of video content from 2018 to 2022

Image Source: Wyzowl

If you haven’t started creating video content yet, you’re missing out on a major opportunity to connect with your audience. But reaching potential customers isn’t the only reason why you should start creating video content.

4 Reasons To Start Creating Video Content

In 2023, there’s no question that sharing video content is the most powerful way for brands to engage their audiences. It doesn’t matter whether you’re a B2C or B2B company, or even if you have decent video editing skills. There’s 4 main reasons why you should start creating video content ASAP.

1. Video Content Is A Great Way To Educate Your Audience

Want to help potential customers learn about why your product is the best? Create an explainer video that clearly explains how your products and services work.

According to Wyzowl, 94% of marketers say that creating video content has increased their audience’s understanding of products and services. As a professional marketer, you already know that customers will only buy your product if they know how it works and what benefits it offers.

2. Videos Have Great ROI

In 2023, industry professionals have reported that creating video content has significantly increased:

  • Brand awareness
  • Traffic
  • Leads
  • Sales
  • Dwell time

bar graph shows increase in sales from creating video content between 2016 and 2023

And the real beauty of creating video content: it doesn’t have to be expensive or time-consuming. Nowadays, you can record a great video in a matter of seconds on your handy-dandy smartphone. Spending less on production means maximizing your ROI.

3. When It Comes To Creating Video Content, You Have Options

If you’ve been in the business for some time, you might think of YouTube as soon as you hear the word “video”. But in today’s industry, you have a number of video sharing options:

  • Social Media. Post stories that will eventually disappear on channels like Facebook, Snapchat, Instagram, etc. Not only is it quick and easy, but it’s a great way to speak directly to your audience.
  • Live Videos. According to Facebook, live streams get 6x as many interactions as regular video posts.
  • Webinars. Share webinar content to establish authority by answering your audience’s questions and teaching them about trending topics in your industry.

The list goes on and on. Figure out which channels make the most sense for your business, and keep posting video content consistently to maximize your ROI.

4. You Can Amp Up Your SEO By Creating Video Content

Have you ever noticed that Google often features YouTube videos at the top of Page 1? By using keywords and consistently creating content that targets commonly searched topics, the chances of your content landing in Google’s top results are high.

screenshot of YouTube video content featured on Google SERPs

Image Source: Google

Add in the exposure you’ll get on YouTube when people search for your topics, and you can expect a pretty significant increase in traffic.

6 Types of Video Content You Should Create

Now that you’re convinced of the power of creating video content, you’re probably wondering what kind of videos successful companies are creating. We’ve got you covered.

1. Explainer Videos

Remember, explainer videos are a great way to educate your audience. When customers understand the magic behind your products and services, they’re much more likely to make a purchase.

Video Source: Consumer Reports

Explainer videos can be animated, time lapses of illustrations, live recordings, or really any method you find appropriate for your brand, as long as you effectively get the message across.

2. Product Demonstrations

Show off your products and services with product demonstrations. These are different from explainer videos because you’ll be flaunting your product’s special features and benefits.

Video Source: The Gorilla Glue Company

Find yourself a charismatic host to speak passionately about your product, and brainstorm creative ways to engage your audience during the demonstration.

3. Company Culture Videos

Brand storytelling can be one of the most effective ways to make an emotional connection with your audience. Create video content that highlights your company values to draw attention from both potential customers and employees.

Video Source: PSIA-AASI

You’d be surprised at how many new customers and employees you can attract by sharing the “why” behind your brand’s offerings.

4. Behind-The-Scenes

Who doesn’t want an inside look at the process behind delivering your products and services? Don’t be afraid to show off the craftsmanship that goes into creating your company’s goods.

Video Source: Evening Standard

You’ll really want to capitalize on this type of video content if your brand specializes in personalized products or specialized sourcing of materials. The more involved your viewers feel in the process, the more interested they’ll be in making a purchase.

5. Customer Testimonials

Word-of-mouth marketing is the oldest trick in the book. By posting customer testimonials, you won’t have to rely on customers sharing your success stories.

Video Source: The Gorilla Glue Company

Ask an existing customer to share on video why they love your company’s products and services. When prospects see how passionate customers are about your product, they’ll likely want to try it out for themselves.

6. Employee Portraits

Give customers an inside look at the heart and soul of your company by sharing employee portrait videos. A short video showing the day-to-day actions of a passionate employee can help your audience better understand your business and the community it serves.

Video Source: Life And Thyme

If you’re a small business wanting to engage with or expand your community, this is a great way to show new audience members what you’re made of.

6 Steps To Creating A Video Content Marketing Strategy

You’re just a few steps away from reaping the benefits of creating video content – but every great marketer knows that your content is nothing without a solid content marketing strategy. Here’s 6 easy steps to maximizing your video content’s ROI and scaling your marketing efforts.

1. Why

Before you start churning out video content, you need to clarify the purpose behind it.

Are you a small business that wants to show off the face behind your brand? Do you want to demonstrate how your business helps create positive change? Are you offering an innovative product that needs an educational “how-to” video?

Regardless of your reasoning, determining the “why” behind your video content will help make sure you can effectively get your point across to viewers.

2. Who

There’s no question that your target audience lives at the center of your success. Make sure your video content’s purpose aligns with your buyer personas to guarantee a positive reaction.

Video content is a great way to create an emotional connection with your customers, so creating the right emotions and telling the right story is key.

3. What

You may already have an idea of what kinds of video content you’ll create after reading about some of your options above. But before nailing down your video style, make sure it’s relevant to the needs and wants of your audience. Remember, answering your audience’s questions via video content is one of the best ways to establish credibility in your industry.

4. Where

It’s important to decide what your final product will look like before figuring out where you’ll share your company’s videos. Short videos for entertainment are ideal for platforms like TikTok, but longer, educational videos should be shared on a channel like YouTube.

Here’s some options to help you decide which channels are optimal for your videos’ length:

  • YouTube: up to 15 minutes for unverified accounts, up to 12 hours for verified accounts
  • Facebook: up to 15 minutes long
  • Instagram: IGTV can be up to 1 hour long, Reels can only be 15 seconds long
  • LinkedIn: anywhere between 3 seconds and 30 minutes
  • TikTok: up to 10 minutes long
  • Twitter: anywhere between 20 seconds and 2 minutes
  • Websites: it’s your call, but keep in mind that shorter videos are better received

Most importantly, don’t forget your audience when making a decision. Where do they spend most of their time consuming video content? Choosing the right channel will optimize your chances of reaching new potential customers.

5. When

The key to success is consistency. When customers see that your brand is consistent, they know you can be trusted.

Create a content calendar that outlines what, when and where you’ll post your video content to stay organized and consistent. This way, you won’t have to think too hard about what content you’re going to post.

6. Measure Your Success

There’s no way to know if your hard work was worth it without measuring your success. Taking a look at key performance indicators, or KPIs, will help you assess how effective your strategy is:

  • Views: the total number of people who watched your video
  • Impressions: the total number of times your video was displayed on a user’s screen
  • View-through rate: the total number of times your video was watched in its entirety over the number of initial impressions (completed views / impressions = view-through rate)
  • Watch time: the total amount of time viewers spent watching your video
  • Clicks: The total number of times viewers clicked on your video
  • Brand lift: the impact your video made on viewers’ perceptions and behaviors (calculated via survey)

Taking a close look at the metrics above will help you figure out what types of content worked best. After measuring your strategy’s success, you can start making changes to your content calendar to maximize your ROI.

Start Creating Your Video Content Marketing Strategy Today

In the world of content marketing, creating video content is one of the most effective ways to engage, reach, and convert your audience. Not only that, but it can also be one of the least expensive, time-consuming methods to maximizing your ROI.

Ready to start reaping the benefits of quality video content marketing? Marketing Insider Group can help. Get started today by checking out our weekly blog content service, or schedule a free consultation now to learn more!

The post The 1-2-3 Guide to Creating Video Content Marketing appeared first on Marketing Insider Group.

Did you miss our previous article…

2023 Social Media Trends Hootsuite's Report and What It Means for Marketers

In a crowded sea of digital marketing reports, it’s important to know which ones have quality insights and which just add to the overall noise. Take note: Hootsuite’s State of Social Media 2023 report is one to make a priority and use as a “how-to” guide for your digital marketing initiatives. 

Hootsuite surveyed 10,643 marketers in 109 countries and used the data to compile the top trends that are shaping social media marketing. Kosta Prodanovic, the lead writer and researcher for the report, joined Convince & Convert on our Social Pros podcast to discuss the biggest findings that are already changing the way brands conduct business. Read on for a high-level summary, or listen to the full episode here

Three social media trends that marketers need to know in 2023:

1. Small business have more opportunity than ever to tap into the power of influencers.

Video clip: “And the argument that we’re trying to make, and the thing that we’re seeing in our survey is that lots of smaller businesses are also struggling with really basic marketing challenges. Like, how do I create content? I don’t have time to do this. They’re also reducing headcounts. And so one of the assumptions that we’re making heading into 2023 is that small businesses are gonna see an opportunity to start competing for those smaller and mid-size creators who are being abandoned by larger businesses. So I think that’s a super exciting opportunity. I think for a lot of folks who didn’t see creators as either financially viable before or didn’t really know how to go about reaching out to creators I think we’re gonna start to see that more and more, more over the coming year as people try and maneuver a really precarious economy.” – Kosta Prodanovic, Hootsuite

As big brands shift the way they are investing in their overall marketing spend, smaller businesses can reap the rewards of less competition for securing partnerships with content creators. 

HootSuite Organizations that work with Influencers by size graphHootsuite’s research found that only 28% of small businesses (those with 100 employees or less) are working with influencers in any capacity. The most cited reason for this is because of the perceived cost. While cost is an important factor when evaluating the potential ROI of a partnership, it doesn’t have to be a hindrance. 

The most important factors for deciding if and how to work with creators include audience alignment, the quality of collaboration and content production, and the ability to track the success of your campaign. Small to midsize creators can still deliver great results for organizations with a tight budget. With less competition from enterprise brands, marketers at smaller businesses will have more opportunity to utilize influencers in new ways, and gain an advantage over those who have not yet tapped into this channel.

Only 28% of small businesses (those with 100 employees or less) are working with influencers in any capacity.
Click To Tweet

Idea in action: How Hootsuite partnered with content creators for the promotion of their report

With millions of users worldwide, Hootsuite is far from being considered a small business. However, as a company run by social media experts, they know the value that a great partnership with creators can bring. 

In the case of the Social Media Trends 2023 report, they looked to the most popular platform known for being a trend-setter: TikTok. To bring the report data to life, Hootsuite created a social-first hero video featuring popular TikTok creators and played off each creator’s unique style. Hootsuite’s social and video team collaborated with the creators to develop the script, and leaned into their various specialties to add character and personality to each report finding. This partnership approach was one facet of a broader coordinated campaign that included utilizing digital events and organic and paid social channels.

2. Social search is on the rise as audiences look to TikTok, Instagram, and Facebook to answer their burning questions.

Video clip: “And I think that’s a really interesting development that isn’t necessarily new, but one of the biggest pieces of data that we found was that people ages 16 to 24 were more likely to be using social to search, were more likely to go to, to social, to search than they were search engines for the first time ever. So I think it was 51%. And I think marketers can expect that trend to continue. The question is then what do you do about it? One of the recommendations that we’ve given to in the report is that people can start using what we’re calling social search optimization.” – Kosta Prodanovic, Hootsuite

Another trend that social media marketers need to pay attention to is “social search” – the growing use of social media platforms as a search function. 

According to Hootsuite’s report, more young people are using social media to search for information than traditional search engines like Google. In fact, people aged 16 to 24 are more likely to use social media platforms like Instagram, Facebook, and TikTok to search for things like vacation destinations, clothing, and coffee shops than they are to use search engines. 

TikTok even recently released an ad encouraging users to use their search functionality to find what they need. As a result, marketers can expect this trend to continue and should consider optimizing their social media content for search.

A must-have practice: Social Search Optimization

As more people turn to social media platforms for search, it is becoming increasingly important for businesses to optimize their content for social platforms. While social search optimization (SSO) is not as developed a field as search engine optimization (SEO), there are still several basic tactics that can help businesses improve their visibility on social media.

One of the most important SSO tactics is to use appropriate keywords and hashtags. By using relevant keywords and hashtags in social media posts, businesses can increase their chances of showing up in related search results. 

Another way to optimize for social search is to take advantage of features like geotagging and adding alt tags to photos. These elements make content more searchable, not just on the platforms themselves, but also by external search engines and screen readers. As a result, these optimizations can help businesses reach a wider audience and improve their accessibility for people with disabilities.

What are you doing for social search optimization?
Click To Tweet

3. Successful marketers are taking greater responsibility in delivering customer service.

Video clip: “Branding is not just a logo or a color. It’s really a promise that you make to your customer, and the impression that you leave with each and every person…that’s where you see the real utility in social media, and how you can talk about the true ROI of it.” – Kosta Prodanovic, Hootsuite

In the wake of the pandemic, businesses had to quickly adapt to new ways of engaging with customers, and digital channels took center stage. As a result, customer service interactions increasingly shifted to social media platforms such as Twitter, Facebook, and Instagram, and through business websites. Now, even as in-person shopping becomes more common again, consumers continue to expect digital customer service options for pre- and post-purchase engagement.

Organizations are responding by giving more responsibility to marketing teams to make this happen. Hootsuite found that less than 8% of organizations said their customer service team was exclusively responsible for providing customer service on social and messaging apps. Almost half (49%) of organizations said that social customer service was usually or exclusively the responsibility of the marketing team.

To stand out in 2023, marketers must prioritize social customer service as part of their broader strategy to remain competitive in an ever-evolving digital landscape. This includes developing closer relationships with customer service teams, and integrating social media platforms into the customer service experience. By providing high-quality, responsive social customer service, marketers can enhance the overall customer experience and improve brand loyalty.

Almost half (49%) of organizations said that social customer service was usually or exclusively the responsibility of the marketing team, according to HootSuite's 2023 Social Media Trends report.
Click To Tweet

Take things a step further by developing a trustworthy social commerce experience 

Social commerce, the process of selling products or services directly through social media platforms, has gained a lot of attention in recent years, but it has failed to bring in the anticipated revenue for North American markets. The reason for this? A lack of trust in social commerce technology and customer service. 

Hootsuite’s research found that the majority of marketers, 37%, believed the biggest reason that customers don’t purchase directly on social platforms is because they are concerned about entering payment information on those platforms.

Overall, social commerce represents a significant opportunity for businesses to expand their reach and generate new revenue streams, although Prodanovic anticipates it will be a long horizon for the North American market. First, companies need to build the capacity to invest in the development of better social commerce tools. Then they need to prepare to build a trustworthy shopping experience that includes reliable fulfillment, purchase protection, and refunds.

Get a deeper dive  

By focusing on these key social trends and adapting to the ever-changing social media landscape, you will build stronger connections with your audiences and drive long-term success. 

Take some time to explore the resources below to up your game in 2023.

Download the full report here 

Listen to the Social Pros episode with Prodanovic 

Contact Convince & Convert to get expert help with your social media strategies.

The post 2023 Social Media Trends: Hootsuite’s Report and What It Means for Marketers appeared first on Convince & Convert.

venice waterway to show content promotion channel

Content marketing is a powerful tool for driving brand awareness, leads, and sales.

However, creating high quality content is only half the battle. In order to see real results, you need to effectively promote that content to your target audience.

There are countless channels available for promoting your content, from social media and email marketing to paid advertising and influencer partnerships. But with so many options, it can be difficult to know where to focus your efforts.

In this post, we’ll explore some of the most effective ways to promote your content and provide actionable tips for optimizing each channel.

Quick Takeaways:

  • Integrating your efforts across paid, owned and earned channels is the most effective approach to optimizing content promotion
  • Testing and picking the best content to promote is significantly more effective than pushing content manually chosen
  • Search and email provide the best reach and conversion for most brands
  • But testing what works for you is the most important takeaway from our research

Integrated (or Converged) Marketing Channels

We’ve been talking about the term integrated marketing for a very long time. But what dies it really mean?

For many brands integrated marketing has meant making someone or some team responsible for the distribution of content vs creation. In some organizations, this included campaign content. In others, it really just refers to paid media.

So the execution and promise of the promise of integrated marketing often falls short because of this lack of clarity. So let’s set the record straight:

Integrated marketing means looking across the various elements of paid, owned and earned media, to ensure the most efficient and effective creation and distribution of content to achieve reach, engagement and conversion of new customers.

In more simple terms, I have said that integrated marketing should allow you to:

  • Get found
  • Get shared
  • Get leads

Converged media, then is really just another name for an effective content marketing strategy that leverages all paid, earned and owned media to achieve the best results across the buyer journey or marketing funnel.

What is Content Marketing? - Instapage Marketing Guide

Methods For Optimizing Content for Promotion

Before we look at the best channels for content promotion, we need to consider the best practices in content promotion:

1. Identify your best performing content: Before you begin promoting your content, take some time to analyze which pieces are already performing well. Look at metrics such as website traffic, engagement, and conversions to determine which content is resonating with your audience. Once you have a sense of what is working, you can focus your promotion efforts on those pieces.

2. Pick the right time to promote: Timing is everything when it comes to content promotion. Consider the best time to post on social media, send out emails, or run paid advertising campaigns based on when your audience is most active and engaged. Use tools such as Google Analytics to understand your audience’s behavior, and schedule your promotion accordingly.

The Best Times to Post on <a href=Social Media in 2022 | Sprout Social” width=”600″ height=”420″ />

3. Repurpose and republish content: Don’t let your older content go to waste. Repurpose and republish your best-performing content on different platforms to reach new audiences. You can also update old content with new information, images, or videos to give it a fresh look and make it relevant again.

4. Use visuals: Visuals can help your content stand out on social media and other platforms. Use images, GIFs, and videos to make your content more engaging and shareable.

5. Create a content calendar: To ensure that your content promotion efforts are consistent and effective, create a content promotion calendar. This will help you plan and schedule your content promotion in advance, so you can stay organized and on track.

6. Use paid promotion selectively: While paid promotion can be a great way to boost visibility, it’s important to use it selectively. Not all content will perform well with paid promotion, so be sure to test different pieces to see which ones are most effective.

7. Track and measure your results: Finally, it’s important to track and measure your results to understand what is working and what isn’t. Use tools such as Google Analytics, social media analytics, and email marketing software to measure the success of your content promotion efforts.

By following these tips, you can effectively promote your content and reach your target audience. Remember to be consistent, test and measure your results, and optimize your content over time for maximum reach and engagement.

Which Content Promotion Channels Are Most Effective?

So which channels are most effective at promoting your content. Well of course the answer is “it depends” on many factors. For the majority of companies, focusing on your own website seems to be a good first place to start, followed by email.

Survey: 46% Of Marketers Have Content Marketing Strategy, Only 25% Track Social Media Results
Source: MarketingCharts

Let’s take a look at some of these channels in a bit more depth:

1. Your Website: In my definition of content marketing, it doesn’t count if you don’t publish it on your website. The main reason is because this is where you want to attract new prospects through organic search and SEO. It is also more measurable than most channels. (It’s also why we exist!) So don’t forget to optimize your content for search engines. Use keywords in your content, meta tags and descriptions, and internal and external links to boost your content’s visibility on search engine results pages.

2. Email Marketing: Email marketing is a highly effective way to reach your existing audience and promote your content. Personalize your subject lines to increase open rates and segment your email list to ensure that your content is reaching the right people. Use A/B testing to determine the most effective subject lines, calls to action and sending time for your audience.

3. Social Media: Social media is a great way to reach a large, engaged audience. However, it’s important to choose the right platforms for your brand and target audience. For example, if your target audience is primarily B2B, LinkedIn may be a better choice than Instagram. Once you’ve identified the right platforms, make sure to optimize your content for each channel by using the appropriate format and hashtags.

4. Paid Advertising: Paid advertising can be a great way to quickly boost visibility for your content. Consider using platforms like Facebook Ads, Google AdWords, and LinkedIn Ads to reach your target audience. Be sure to set clear goals and track your results to optimize your campaigns over time.

5. Influencer Marketing: Influencer marketing can be a great way to reach a new audience and boost credibility for your brand by tapping into the influence of others. Identify influencers in your industry who have a following that aligns with your target audience (we use Buzzsumo), and work with them to create sponsored content that features your brand and products.

6. Employee Advocacy: Ok so this is my secret weapon tip and it’s the main reason why we were so successful at building success at SAP. We built an army of writers and employees willing to promote our content on their own social platforms. Our first 100 or so email subscribers were sales people who used our content to sell on LinkedIn.

Which Sources Actually Deliver The Most Impact?

I have looked for this data for hours! Turns out no matter which source you find (Hubspot, Alexa, etc) the answer is pretty clear:

80-90% of website traffic comes from organic search and people finding their way to your website directly.

Social only accounts for 4-6% on average and less than 5% in most B2B Companies. And paid traffic accounts for less than 0.5% of traffic!

All the more reason to focus on content marketing to generate the most traffic and leads!

Chart comparing traffic sources by niche

Some Other Promotion Channels

While the aforementioned channels are the main staples of your promotion strategy, there are some different, more niche places for you to post your content. Try them out and note which ones work and which don’t:

  • Post a thread on
  • Find a relevant Reddit thread
  • Look for a Slack community about your topic or industry
  • Post your product/tool on Product Hunt
  • Create a Snapchat story with tips about your content, then include a link for viewers to screenshot (we recommend a!)
  • Post on Instagram with a link to your content in your bio

Once you get your engine up and running, you can optimize for conversion and increase leads without creating any new content!

In conclusion, promoting your content is just as important as creating it. By using a variety of channels, you can reach your target audience and drive engagement. Remember to track your results and optimize your campaigns over time for maximum reach and engagement.

Need Engaging Content To Promote on Your Channels?

If you are ready to get more traffic to your site with quality content that’s consistently published, check out our Content Builder Service. Set up a quick consultation, and I’ll send you a free PDF version of my books. Get started today and generate more traffic and leads for your business.

The post Optimizing Content Promotion Channels To Increase Conversion Rates appeared first on Marketing Insider Group.

image of social media icons showing linkedin importance for B2B marketers

LinkedIn has always held a special place in the hearts of B2B marketers, and the forecast for 2023 shows we can expect it to stay popular this year. Following trends from previous years, LinkedIn remains the top social media channel for engagement among B2B marketers.

Our most recent Sagefrog B2B Marketing Mix Report examining marketing trends for the year ahead found that of the B2B marketing professionals surveyed, 41% will rely on LinkedIn ads as their companies’ most-used social media tactic. Facebook ads did take the lead this year at 55%, but organic and boosted social posts—including those on LinkedIn, as well as other platforms—were at 46% and 44%, respectively.

Take a look at the top marketing options LinkedIn offers B2B marketers, which have pushed the social media channel over the edge in terms of engagement, open rates, and lead generation.

2023 Marketing Mix Social Engagement

LinkedIn Ads

In LinkedIn’s own words, it helps people “do business where business gets done,” and that’s undoubtedly true for marketers who have used the platform for networking and lead generation. LinkedIn provides various tools that allow marketers to quickly develop and launch effective ads without spending tons of money.

B2B marketers are looking to increase sales leads and convert those leads into customers, and the platform’s highly focused targeting capabilities accelerate that process.

As marketers dial in their personas, they can optimize their ads based on traits like job titles, company names, industries, professional interests, personal interests, and more. LinkedIn’s term for ads is Sponsored Content, and it comes in a variety of sizes and formats, including:

  • Single Image Ads
  • Video Ads
  • Carousel Ads
  • Text Ads
  • Follower Ads
  • Spotlight Ads
  • Job Ads
  • Content Ads

This flexibility offers content and creative strategists an inspiring range of possibilities to work with for designing exciting ads that connect with your ideal customers.

LinkedIn Sponsored Messaging Ads (Formerly InMail)

Typically, you have to approve a connection to another user on LinkedIn before you can send each other direct messages. Versions of this restriction exist on other social media platforms as well, but LinkedIn Sponsored Messaging allows you to sidestep that barrier to connect directly with business professionals.

Sponsored Message Ads on LinkedIn let B2B marketers craft brief, clear messages to the exact people they need to address while avoiding the look, feel, and approach of standard ads that would appear normally in the user’s feed. They’re a traditional ABM approach that still thrive on the digital marketing scene, with more than 1 in 2 prospects opening up a Message Ad, according to LinkedIn.

The best Message Ads are conversational and personalized to make people more receptive to the information you’re sharing. They give recipients a sense that there’s a real person on the other end, which can be infinitely more effective in building trust and engagement than traditional digital ads.

Throughout the pandemic, this tactic has also been vital in promoting the tsunami of webinars and video conferences that have taken over the professional world. It has allowed marketers to get the message out directly to their highest-priority contacts with highly personalized invitations, dramatically boosting attendance.

LinkedIn Pages

According to LinkedIn, a LinkedIn Page is “your place in the world’s professional community.” By creating a page for your business and connecting with your leads, clients, and colleagues, you can engage with your audience and create strong brand awareness.

Slightly different from a personal LinkedIn page, your company page offers unique features, such as a call-to-action (CTA) button that can be customized to draw a crowd to your website or another link for your business. You can also post long-form content from your account that will live on the page’s feed, which can be useful for sharing thought leadership and content marketing assets with your audience.

LinkedIn Learning

As B2B marketers, we know our education is never complete. There are always new things to learn and new best practices to implement in our professional repertoire. While it isn’t quite a marketing tool on its own, LinkedIn’s educational portal—LinkedIn Learning—is a valuable asset for improving your marketing campaigns.

LinkedIn Learning offers online courses on topics in business, professional development, specific industry skills, and more. The courses are all led by experts in each subject area. So when you consider the options that LinkedIn offers marketers, don’t forget about the benefits of expanding your knowledge base.

LinkedIn Talent Solutions

When you’re looking to expand your team, it’s always great to have a reliable place to start. That’s where LinkedIn Talent Solutions comes in. B2B’s favorite social media platform—the one that can post organic content and ads, offer customizable pages, and even has training opportunities in your field—also has tools for finding your next star employee.

You can post a job opening on LinkedIn and find candidates that match what you need, both within your existing professional network and outside of your current search radius. Just like with LinkedIn Ads, you set the budget you want and move forward from there.

Start Generating More Leads With LinkedIn

Whether you’re beginning a new campaign, re-strategizing an existing campaign, looking into LinkedIn Stories, or simply searching for more ways to generate more leads on LinkedIn, it’s clear that LinkedIn is your best social bet.

LinkedIn allows for multiple organic ways to generate interest from your target audience. Sharing updates, posting articles or stories, liking and commenting on other people’s posts, are all great ways to just organically get your name out there. Heck, I found just connecting with people in an authentic way is a great way to get in front of potential clients.

However, with so much spam on LinkedIn, it’s important not to SELL on the platform or in your messages. When sending a connection request, do NOT bring up your company or use some form response. Use something personal or a common connection who you actually both know.

Another way I love to use LinkedIn for leads it to use it as a platform for easy employee activation. Get your employees to connect with others, post content, like other people’s posts and comment.


Curious where all other marketing channels fall on the modern B2B marketers’ priority list? Download the B2B Marketing Mix Report for a full breakdown of the trends and tactics that marketing professionals are looking for when designing their campaigns.

The post Why LinkedIn Still Ranks #1 for B2B Marketers appeared first on Marketing Insider Group.