Brands are in search of what drives their consumers passion, engagement currency, share triggering and how content will convert those customers into brand advocates. Content marketing, storytelling and creating a social context for consumer interaction will be a major focus of 2012, because people are attracted to, and interact around content. There is a great deal of buzz regarding curation and the amazing growth seen by Pinterest, but without intelligence it’s just another mashup without measurable insights. The ability to measure engagement, act on it and adjust in real time will only position those brands with a competitive advantage over their lumbering counterparts. Brands need to know what’s happening, why it’s happening and what’s trending around their brands to achieve greater sustainable engagement.
Here is a view of such intelligence looking over top industry players and their engagement ratios.
1. Frictionless Sharing
Frictionless sharing is when friends broadcast their activities passively without taking a required action like hitting a “like” button. Examples include a user listening to a song on Spotify and having that song displayed in their Facebook feed automatically. Similarly, pinning content on Pinterest has this type of frictionless sharing.
Facebook’s Open Graph enables third party publishers to broadcast consumer interactions with their content, which magnifies discovery of this content among their friends. This creates a ripple effect, as seen when we witness content repeatedly shared, even among unrelated parties. With frictionless sharing, this new type of application integrates directly with the content they are interacting with and provides marketers with actionable insights. No longer does a consumer have to click “share” or put something in their feed; it just happens based on the consumers’ actions, creating a “data eruption.”
Collecting and analyzing content interaction lets an advertiser know exactly what their audience is into. Understand you audience behavior enables intelligent planning content, knowing what type of content obtains highest traction and what content should be used in social ads. Keep it simple stupid if content does well in other places with a similar audience its highly likely will do well for yours. A recent AllFacebook post “How To Get 41% More Likes On Your Facebook Posts“ addresses key strategies to extract context and act on them to increase great engagement. Another important blog post came from Search Engine Watch: “How Advanced Marketers Will Use Facebook in 2012” It discusses using consumer interaction to find the right social keywords for Facebook ad targeting.
The growth of frictionless actions broadcasting means you must leverage social data more intelligently to maximize your consumers connections.
2. SEO and your social channels
In our previous post “Social Smack Down 5 Ways Google+ is 2012″ we suggest it’s no surprise that social media is altering search results- and that the way brands approach SEO must change. The more marketers integrate their content marketing across channels, the greater the sum of their content grows in relevance, which increases your overall SEO impact. Beyond engagement, brands must use search indexing to gain a competitive advantage on search engines. Using these industry trends will not only make your brand a thought leader but also keep your audience engaged and coming back for more.
A good volume of content, as we see from Burberry and H&M, ranks them higher on search since they are also posting on Google+. Brands are embracing Google+ for the sole reason to get Google to rank their content higher, which is a great strategy and now with Pinterest this will only become more prevasive Remember, specific keywords should be used in your posts because your feeds are being indexed by Google too. If you monitor content trends within your industry, you get insight into what’s working the best for your target audience. This allows discovering content from other brands and take action on what content is doing well. The majority of good content is not necessarily seen by the majority so take advantage of this fact.
Here we have Burton Snowboards trending content revealing the actional insights or what’s working best.
3. Curation with Intelligence
No one is a content genius all the time; but there’s at least one piece of genius online content produced everyday. To get genius results more consistently, marketers must know what content works best with their audience (by measuring it); and how often and when to post. There is a rich pool of competitive intelligence to draw from because competitors and publishers produce industry content you can watch and repost (which we call “content curation”). The challenges of finding, organizing and sharing content online is greatly reduced by watching and comparing trends as they happen.
Make it happen
Brands have a responsibility to their customer to be thought leaders, and those that engage and cross promote will become the voice of their industry. Using InfiniGraph’s tools, marketers can take the next step from being simply a content marketer to being a specialized content marketer in 2012.
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