8 Ways Brands Use Content Marketing Engagement To Drive Strategy

If you’re a brand manger, part of content strategy, or on a creation team your job is HARD. The fact that content marketing is hot is an understatement. There is lots of research to back that up. Brands need more content but what type of content and, more importantly, what content quality will sustain a conversation around your brand? In our previous post, “What’s Engagement? How Data Driven Marketers are Crushing Content Marketing“, we had over 30 industry leaders provide input on how they are measuring engagement. There is no question that content marketing is now being called the new branding. Marketers are being bombarded with native advertising, real-time marketing, brand stories, content curation, eBooks and now Content Hubs. All being these content strategies are being used to create brand authority to lead generation. But, what are brands doing to harness consumer engagement insights to drive strategy?

Content Hub Data-Driven content marketing

See more details on branded Content Hubs for retailers looking for higher engagement.

If you’re team is creating point solution content, you’re missing out on creating sustainable audience engagement. Using marketing insights and data is critical in determining what content is working in your industry. Developing a rigorous engagement performance measurement is required to retain a competitive advantage. The conundrum we see is that most content creation teams suffer from under funding or didn’t get full management buy in. Be upfront with the outcomes you’re looking to achieve with a content marketing investment.

Brands that are not using data-driven marketing are handing over their audience to their competition. Are you educating your customers and providing value through the entire life cycle? Brands are now becoming smarter about leveraging Insights, visual trends and Content Hubs to determine exactly what their audience engages on. This type of data will dramatically change your content marketing strategy. There is real BIG DATA around us in the form of the “content consumption graph” where the audience actions on content speak louder than words. This is truer as you get to a niche industry, where few if any are talking about it. Collectively organizing content engagement and segmenting it provides the content team a way to understand themes, which will improve content relevance and bottom line.  Data driven marketing is upon us and those brands that have figured out how to leverage and gain executive approvals are dominating the share of voice in their industry.

8 Ways Brands Use Content Marketing Engagement To Drive Strategy:

#1 What are your customers resonating on? What’s getting your customer’s attention?

#2 Where is your audience engaging? What are they are sharing?

#3 What are your customers acting on outside of what they are mentioning? What other brands have relevant content that customers act on?

#4 Post relevant, valuable content that is of the right type and with the right frequency to achieve the highest possible engagement.

#5 Add brands, blog and news sites that appeal to your customers and enable discovery of other sites your customers are engaging on.

#6 Filter content type: This show you directly what themes of content are working best for your audience over many brands.

#7 Consumer Interests: What are your customers into?

#8 Monthly benchmarks are vital to compare your content performance with others.

There are GREAT tools for managing content workflow like Compendium (acquired by Oracle), Kapost, and DivvyHQ. As the team gets larger, the challenges increase to manage the content creation process. Where brands are falling short beyond slick editorially calendars is understanding what their customers engage with and what to create that’s relevant. Developing content strategy requires looking beyond your own brand and seeing these social connections to your brand and what content is obtaining engagement. There is truly a gold mine in this ever changing data set.  And, don’t forget to include a Content Hubs strategy if you looking to be the source of discovery.

InfiniGraph Chase McMichael Social Graph Visual Connection

The world made up of connections and sharing of content on a massive scale. Brands need to understand how content is the new currency and who is engaging on what.

Prior to creating and making up content you must have a clear understanding of what your industry finds relevant and the types of content that is working. For some industries the amount of competitive content being created is overwhelming and who has time to “monitor all this”?  Keyword social listening is an integral part of the equation but brands that have been doing this for 5 years or more know it’s just another tool that requires complex keyword filtration. We are now in the Social Graphs era and must utilize more advanced forward looking techniques to be proactive in our consumer engagement strategy.

WhatHappenInAnInternetMinute

The Tsunami of content coming from Facebook, Twitter, Linkedin, Google+, Instagram, Youtube and Pinterest (not to mention the many international platforms)  has compounded the problem. You can’t just go to Comscore and Google and review all of your audience insights. People have moved from a keyword world to an interest graph world and the brands have to move too.

For more in-depth insights and useful examples please download our eBook “A Brand Manager’s Guide To Content Marketing In Social Media: 20 Areas of Excellence To Ensure ROI” Get this free 72-page ebook written by Brian Carter and 25 other thought leaders today. Enter your contact info to begin the download.

Get Your Copy Today!

*

*
* *

* required fields

eBook PDF is in the upper left graphic “Download” once you register download page will open please click on download image.

Includes pearls of wisdom from social media and content marketing thought leaders Chris Brogan, Jason Falls & Nichole Kelly (Social Media Explorer), Jason Miller (Marketo), Dr. Natalie, Amy Vernon, Esteban Contreras (Social State), Michael Stelzner (Social Media Examiner), Maria Pergolino, Kami Watson Huyse, Chase McMichael, Marcus Nelson (Addvocate & SalesForce), Scott Baradell, Adam Kleinberg, Krishna De, Wendy Hofstetter (Finish Line), Maddie Grant (Social Fish), Julie Pippert, Maggie Leifer McGary, Jennifer Stauss Windrum, Shelley Demott Kramer, Bryan Kramer (PureMatter), Douglas Karr, Jason Cormier & James Clark (Room 214). Enter your info above and download it today!

 

7 Strategies Executives Must Know or Die

CEOs, are the true face of the company. However, many are lacking in connecting with their customers as other executive brands have done creating an unfair advantage. This usually results in playing catchup: new school vs. old school. Their very presence should be leading the brand and its respective industry forward. Many executives have recently shared a similar perspective as  discovered by Weber Shandwick for three crucial reasons: communication, reputation, and results. What path has your company taken: proactive or reactive? Does your company have a content engineering plan and are you fully utilizing the potential capabilities of social media internal and external? And are you, the CEO, becoming a faceless entity or actively interacting with not just your employees but your target audience? These are a just few of the questions that will be answered in the 7 Social Media Marketing + Sales Strategies Executives Must Know 2013 Edition.

7 Social Media Marketing & Sales Strategies Executives Must Know in 2013

Get Your Free
Copy Today!

*

*
* *

* required fields

 

 

 

 

 

 

 

 

 

In the 7 Social Media Marketing + Strategies Executives Must Know 16-page report written by Brian Carter today, inquires you to thoughtfully question your company’s social media strategies. While simultaneously, informing you on the most strategic methods to handle social media competitors, become competitive in sales, adjust to social innovations, and maximize the usage of your company’s digital team.

Understanding your audience’s social affinities and content sharing activity provides the best cross targeting intelligence there is. These are facts, being social is being collaborative is creating a competitive advantage. As a brand’s social graph grows, the tsunami of information and content sharing among followers becomes overwhelming. Brands that have harnessed this wealth of information are crushing their competition. Monitoring, analyzing, and putting in action data that would normally be dormant is the new weapon in marketing. These attributions are all catalysts to the birth of real-time marketing and data-driven insights that should be the cornerstone of all customer engagement, product innovation strategies and sales. (It’s in the eBook!) How are you weaponizing your content strategy?

A image from IBM Social Business describing the importance of social enterprise and employee based communication with customers to turn customers into advocates. 

But it’s not about who you connected to today, it’s about who you’re not connected to today. The quality of followers matters due to social resonance — the ability for a message to be shared and continually carried beyond its initial broadcast. Low social interaction results in low fan value. Thus, use your digital presence to obtain loyal customers as profit is much higher through recommendations, advance word-of-mouth,” actively advocate on behalf of your brand, and increase competitive advantage.

A key issue with social monitoring is that most brands listen for what they already know. However that misses key conversations that do not involve your brand. Is your executive team thinking this way? More in-depth at the eBook regarding key-takeaways for this question.Your company should be leading and influencing the   conversations to enhance your brand perception.

Yoram Wurmser, DMA research manager reports that 65% of brands don’t do any basic social listening or monitoring. This is likely due to the difficulty of making information actionable — too much data is flowing back without a clear way to act on the disorganized information.  Brands have to manage their own relevance in social media. This can be accomplished by leveraging social engagement obtained through crowd sourcing. A technique that offers the ultimate relevance filtering platform, whereby consumers collectively decide what information is most important and hence producing the best predictor of what others would benefit from discovering. Thus, an important element to take notice of, use competitive intelligence for higher engagement performance!

An example of curated content from InfiniGraph showing how well or how poorly content is currently being engaged through social platforms. 

Positive and effective usage of social media could contribute highly to the growth of your customer service, product development, and, of course, your PR and Marketing. It has been proven to lead to increasing sales, instigate first contact resolution, minimize expenses for product launches, and quickly adjust to social innovations for customer service and product development. In terms of PR and Marketing, increased SEO traffic and brand awareness are the vital keys to gaining new customers.

This trend can further be attributed to CEOs and Executives of brands seeking larger social presences for their brands. While the numbers are slowly rising, currently 68% of Fortune 500 CEOs have no social media presence whatsoever.

Take a look at this infographic, detailing more information on CEOs:

2013 Social CEO Report, CEO.com

The majority of CEOs have only one social network they engage with. Chosen networks tend to be LinkedIn, Twitter, or Google + as Facebook participation by CEOs have actually declined.
2013 Social CEO Report, CEO.com
More and more marketers and brand managers are putting a stronger focus upon their company’s online image. Seeing as a CEO is often regarded as the image of the company, “the inability to adapt to emerging market conditions will impact the overall sustainability of a business or brand,” stated by Faisal Hoque. What benefits are there for executives management teams who become actively engaged inside the realm of social media?
  1. Track your social media employees and gain a broader perspective onto how well your marketers are engaging with their target audience.
  2. Full Access To Your Audience by being aware of how your actions will impact the brand both positively and negatively in terms of competition.
Executives that embrace advanced social conversation techniques that enrich consumer lives without making them noisier, will enhance brand loyalty and, ultimately, emerge as the ultimate winners in 2014.
What executive strategies are you implementing to energize your enterprise collaboration in being a more competitive company?
To get more exciting information regarding today’s content marketing performance insights, check out these other free eBooks that we offer! Get all this info immediately by just registering!

Be sure to check out our NEWEST release of “What’s Engagement: How Data Driven Marketers Are Crushing Content Marketing” for all of today’s top Content Marketing insights!

A MUST Download! And…

Download our latest eBooks A Brand Manager’s Guide To Content Marketing In Social Media: 20 Areas of Excellence To Ensure ROI Get this free 72-page ebook written by Brian Carter and 25 other thought leaders today.

Mega Brand Content Marketing and Disruptive Effect of SEO

In today’s age, is money still the ultimate factor to a company’s popularity, influence, and branding within social media?   See engagement insights and what content is working on mega brands here.

To some extent, yes, however, another even more vital element has emerged in today’s marketing practices. Content Marketing.  Its clear the quality of content has a huge influence in SEO, upon a company’s image and standing within the social media. Through your content, how well is your audience, engaged, interested, and satisfied to push your company into becoming a leader within the industry? Below, is an image of each of the 50 state’s from The Atlantic branded with a company that is not only reputable but also has established its official headquarters within that state. However, what is not shown is who is driving the highers engagement and on what.

A detailed map of the United States showing the biggest brands and their official headquarters within each state. Here we have done the engagement insights on content.  Find the original The Atlantic map with more details

From a content marketers position using content themes and trends is a dream for directing strategy. The Atlantic did an amazing job surfacing these brands and below we highlight the biggest media spenders cross match to their content engagement performance to better surface the real leaders. Here, we did another quick analysis on The Atlantic map graphic on the average engagement on 25 of these brands that are shown to see exactly what the largest companies were doing to become so successful within social media engagement.


See engagement insights and what content is working on the entire list of brands above and be sure to see the comparative content tends. The engagement performance report provides insights on gauging for better content. For some more individual insights for the biggest brands, be sure to check these companies out: Dr. Pepper, Zappos, and Nike.

Money cannot buy your audience’s long-term attention or interest, only great content can. Here, we have taken another twist. Looking at the Infographic below further emphasizes this idea as the top-spending companies upon advertisements are NOT all found within the list of the Forbe’s World’s Most Powerful Brands as well as through the first 50 states image posted in the beginning. And if so, they are lower ranked than those who are either not on the top spending companies or are spending significantly less money. Furthermore, the previous Infographic above shows that many of the leading brands per state are not mentioned at all on the 25 biggest spenders such as Dr. Pepper, Zappos, Nike, and many others. Most of these brands were actually only placed within Forbe’s most powerful brands list.

The image on the left depicts The Top Spenders in Advertisements today. This list not only shows the highest spenders but also the percentage of social engagement acquired after doing so. Comparing the figures provided within the image yielded extremely interesting results regarding the relations between spending vs engagement.

 

The graph on the right graphically correlates Media Spending and Engagement from the The Top Spenders in Advertisements seen above. This image segments these brands into four different industries of Food, Retail, Mobile, and Auto. 

The graph shows a extremely vital correlation between money and popularity within social media. For instance, take a look at the mobile industry in the image on the right. A whopping 1.59 billion dollars is spent by AT&T for advertisements yet their engagement within social media is only a disappointing 14.1%. More social engagement insights on AT&T can be found on InfiniGraph Now, its competitor T-Mobile only spends roughly 773 million dollars for their advertisements and is able to have an impressive engagement of 49.9%. More details on T-Mobile‘s industry report can be found on InfiniGraph.  A similar pattern can be found within the other three industries of Auto, Food, and Retail. The companies spending less money are able to gain a higher percentage of engagement with that particular target audience than those paying much much more.

To further emphasize the differences of Spending vs Engagement, we have another quick analysis below of the engagement of other top brands that can also be compared to the list of both the Forbe’s Most Powerful Brands as well as the Top 25 Spenders. For instance, Starbucks, a leading brand that is not only on both the Forbe’s Most Powerful Brands but also on the 50 states Infographic, is not located at all on the Top Spenders. Through our analysis, it is quite clear that Starbucks has a very high average amount of Facebook engagement comparatively to many of the other brands below that are spending much more money such as Walmart or Verizon proving content is the king. Get more info on Starbucks, Walmart, and Verizon!

Be sure to check out our individual analysis of each brand that we listed above in our Media Spending vs. Engagement above such as McDonald, Budweiser, Subway, Macy’s, JcPenny, Target, L’Oreal, Verizon, AT&T, T-Mobile, Sprint, Ford, Nissan, Honda, and Toyota

Below, InfiniGraph added another quick analysis on the biggest brands mentioned above in the Top Spending Megabrands. Here, we can see which brands are doing the best comparatively in terms of social media engagement.

More info on the MegabrandsSee more of this analytical data  and access the industry report (Note each brand on the right side is clickable to access single brand depth) inside InfiniGraph.

Now, we can track the real-time trends and obtain a real-time view of what’s trending within each brand. Click HERE to get more information and see who’s driving the engagement out of all these major brands and companies. Furthermore, every brand on the right side is clickable and you can see more in-depth as to the level and quality of content each company is putting forth that is going through their official Facebook and Twitters to justify the level of popularity they are receiving. This further emphasizes the idea of the declining role money now plays in obtaining social engagement.

So, why this huge discrepancy within these companies? As I have continually emphasized through the post, the differing quality of content all these companies push out.

A larger amount of money spent on advertisements does NOT equate with a larger engagement within their target audiences. Enough money spent towards meaningful and effective content is the sole method to engage the audience for the long-term. The most evident examples include Google, IBM, Coca-Cola, Microsoft, and Intel that are all found within Forbe’s most powerful brands but are not found at all within the list of big spenders. These specific companies are able to push out quality content by efficiently spending their money in the correct topics, content, and tools to best engage with their target audiences to create longevity.

(Credit: University of Massachusetts Dartmouth)

A bar graph comparing the percentages of social media usage in Fortune 500′s top companies. Look at the increasing usage of social media tools used today.

More specifically, looking at the graph above, successful companies are taking advantage of valuable social media tools to create engaging content. Of those Fortune 500 companies, 77%  keep active Twitter accounts, 70% have a Facebook page, and 69% have YouTube accounts. All these stats are continually rising year by year. Connecting with Forbe’s Most Powerful Brands such as Google, Starbucks, Coca-Cola, Walt Disney, and more, these particular companies all carry a significant impact within today’s social media by producing huge Twitter and Facebook followings after feeding their target audiences intriguing content through blogs, tweets, and posts. Due to the popularity of these social media tactics, the most powerful brands and companies today are the ones skillfully leveraging these social media tools to generate the best content for the public.

With this in my mind, companies today should be much more mindful and careful of the quality of content being introduced to the audience. A smaller amount of money spent towards gearing and shaping the content correctly towards their audience’s needs is a much more successful tactic than those who spend a much larger amount on irrelevant content and tools as they gain relatively little engagement.

To get more exciting information regarding today’s content marketing performance insights, check out these other free eBooks that we offer! Get all this info immediately by just registering!

Be sure to check out our NEWEST release of “What’s Engagement: How Data Driven Marketers Are Crushing Content Marketing” for all of today’s top Content Marketing insights!

A MUST Download! And…

Download our latest eBooks A Brand Manager’s Guide To Content Marketing In Social Media: 20 Areas of Excellence To Ensure ROI Get this free 72-page ebook written by Brian Carter and 25 other thought leaders today.

5 Ways Social Beauty Is Not Skin Deep – Engage and Win

The beauty and cosmetic industry is dominating Social Media, and for good reason.   Women are the most socially active consumer group when it comes to Facebook /Twitter, and they create a wealth of engaging content.   There is a high stakes game going on with whoever captures the mind share of this group, evokes their passion, and captures their pocket book.

In our previous post “Content Curation: Advocates, Influencers and Relevance”    we noted that good content curation enables thought leadership, higher engagement and an increase in Facebook Edgerank.  Edgerank is how Facebook manages which posts get placed at the top of an individual user’s news feed.   Brands that have figured out how to curate, outperform and often are more profitable than those who do not curate their own content.   Be sure to download Dr. Natalie Petouhoff eBook “The Social Engagement Rankings of the Top 15 Cosmetic Brands” for more in depth analysis of who is driving engagement and on what.

See top 15 social cosmetics brand rank and what content is driving them higher.

Get Your Copy Today!

*

* *
*

* required fields

 

 

 

 

 

 

 

 

 

According to L2  – L2 Think Tank is a research group who created the Top 100 Prestigious Brands. We connected with the founder Scott Galloway, at OMMASocial NY where we saw the considerable level of work the team took in order to come up with the Top 100 list.  The analysis focused on the engagement leaders within the luxury category in 100 top brands on Facebook.

InfiniGraph took this research further and applied social-behavioral analytics in order to better analyze the list.   (NOTE:  each brand name listed is clickable. Click the links below in order to run the InfiniGraph Social Intelligence on each brand.)

L2 Top brands L2 Rank L2 Class
CLINIQUE 165 Genius
BARE ESCENTUALS 149 Genius
BENEFIT 149 Genius
BOBBI BROWN 148 Genius
LANCÔME 140 Genius
CLARINS 137 Gifted
MAC 135 Gifted
NARS 131 Gifted
ESTÉE LAUDER 126 Gifted
AVEDA 123 Gifted
L’OCCITANE 118 Gifted
PHILOSOPHY 110 Gifted
KIEHL’S 108 Average
SMASHBOX 105 Average
SHISEIDO 93 Average
SK-II 63 Feeble
FRESH 62 Feeble

Scott Galloway says:   “While many prestige brands wait for hard [return on investment] to justify a shift in human, creative, and financial capital from traditional to emerging platforms, others have taken a leap of faith and are in an arms race to acquire Facebook likes.”

With cost-per-click “ads on Facebook up 40 percent” in the first quarter of 2011 versus the same time last year, “the industry may look back and regret not having aggressively built communities for a fraction of the cost”.  However, winning on Facebook is more than just like count. Although many prestige brands maintain monocular focus on the size of their Facebook community, “they have failed to embrace the authentic two-way communication and marketing activation required to monetize the platform.

Applying social-behavioral “intelligence”

Through InfiniGraph’s Social Intelligence which uses social-behavioral analysis on content interaction we found that Urban Decay Cosmetics  was the second most connected brand to people active on the L2’s top Beauty / Skincare overtaking Clinique and Bobbi Brown.   Below is the Top 5 Brand Affinities based on what consumes behavior is around other contented activity as they relate to the Top 5 L2 cosmetic brands.

Sephora is the most influential retail outlet and dominates socially, whereas top publications are Allure Magazine, Marie Claire, Who What Wear and Fashionista.

Looking at the Urban Decay Top Affinities chart above it’s clear where the best source of cross posting content resides.  Sephora still leads the way as a major connector along with Marie Claire.

But, we wanted to take this cross relevance further.  Below you can see the cross counts (who shows up more with greater content activity) of the L2 top brands with the most trending cross connections.  Sephora is over 50% greater than any brand or retailer!   Swiffer and Food Network made it in the top 16 providing a unique insight on what other properties are getting engagement and should be used in targeting.

All brand displayed were derived from the Top 5 Brand Affinities and shows you which consumers are the most socially active in reference to the L2 Top brands, and, where content should be sourced from, via partnering and targeting.

Social Analytics is changing the way we communicate and interface with brands that sell “feeling good” through health, wellness, and beauty.  The brands that successfully leverage conversation will dominate, as more buyers become more socially connected.

Key takeaways:

  • Brands that allow posting on their wall obtain higher engagement
  • Engagement around products got the highest interaction rates
  • Posts around contests and promotions registered the lowest interaction rates.
  • There is poor integration  across digital platforms when using the Like and Share within content and promotion
  • Competence on Facebook is inextricably linked to shareholder growth

It’s clear a lot can be learned from the beauty industry.    Not all brands are created equal and in this tech savvy world, those that are more likeable, sharable, and engaging, will cut through the clutter.    The competition is steep, everyone wants to be the “thought leader,” but only a few can be.    Learning how to harness your content will make for a much more effective social experience.

Questions to ask:

  • When Content trends on your brand, what do you do?
  • Are you getting the most out of your content marketing?
  • Are you expanding your outreach on what your consumers engage with, or letting it die?
  • Are you asking your audience questions around your trending content?

What areas of content are getting you the most social traction?  Share with us sites you have seen that are doing well with curated content creating engagement.


Be sure to download the exciting new release by our partner RM214 “The World’s Top 50 Fashion Brands in Social Media.” A Must Download!    And…

Download our latest eBooks A Brand Manager’s Guide To Content Marketing In Social Media: 20 Areas of Excellence To Ensure ROI Get this free 72-page ebook written by Brian Carter and 25 other thought leaders today.

Exclusive Insights into The Top Automotive Companies With the Best Social Media Engagement

Be the first to access  Dr. Natalie Petouhoff presentation and comprehensive industry insights presented at the Automotive Social Media Summit 2013.   Social media engagement is one of the top metrics most marketers are measured on. In truth, what engagement comes down to is people sharing things- posts, pictures, comments, status updates, videos, links, offers…  That’s why content and storytelling matters so much in social media marketing.

Story-telling driven content is what drives customers through the marketing funnel in an authentic, genuine way– while humanizing the brand and building a strong bond and relationship your customers. It educates buyers without overwhelming them with blunt (buy our stuff) ads. It energizes your campaigns with content that compels people to share it because it’s relevant to them. That sharing increases your share of voice and the number of people in your marketing funnel.

Because The TLS Auto Summit Conference is such a special gathering of the top people in automotive, I wanted to make available my exclusive research on the automotive industry brand engagement insights.

Exclusive Insights into The Top Automotive Companies With the Best Social Media Engagement

Exclusive Insights into The Top Automotive Companies With the Best Social Media Engagement

Download my presentation & access the insights!

*

* *
*

* required fields

eBook PDF is in the upper left graphic “Download” once you register download page will open please click on download image.

With 3.5B pieces of content shared per week, that’s a lot of sharing. And for most marketers, it’s overwhelming to figure out this content “game:”

  • What creative content works best?
  • What are your competitors doing that you are not?
  • How can you find fans that you have in common with affiliate brands to increase your fan base– fans you can’t find any other way?
  • What’s the best social channel to put your content on, i.e., where are your fans & your competitors posting / engaging the most?
  • Who’s got the largest share of voice? Higher post volume does not always equal engagement
  • If you are going to place an ad, which affiliate brand should you partner with (i.e., which affiliate brands have the same fan base as yours?)
  • And how can you save money on creative content by finding the top content that’s trending with your target audience and be able to automatically add it to your editorial content management system…?


To get some insight into these and other questions, please register and download exclusive access to the automotive industry insights – whether you represent a luxury brand domestic car brands, imports… I hope you enjoy the research and look forward to your thoughts and questions.


Be sure to download our latest  eBooks A Brand Manager’s Guide To Content Marketing In Social Media: 20 Areas of Excellence To Ensure ROI Get this free 72-page ebook written by Brian Carter and 25 other thought leaders today.   And ….

Content Curation: Advocates, Influencers and Relevance

The success of Flipboard, Paper.li and Scoop.it can be attributed to topic filtering and content aggregation. With the recent Linkedin acquisition of RSS visualizer Pulse.me for $90MM visual content access has never been hotter. Tumblr which was recently purchased for a massive $1.1B is in may ways a curation platform. Combining the social graph of friends’ Facebook and Twitter connections to determine what content is trending and advance interface design the renaissance of intelligent content consumption is on.  The overall success of social news generation depends heavily on quality content creation and brands are doing every thing to leverage content marketing as the new ad wooing customers to engage.

There are many feature companies such as Curated.by, Topsy, Percolate and others, offer amazing keyword curation, from tracking number of clicks to who is grouping around a topic. The challenge is applying the right social insights matched with enterprise-grade data handling.  The consumer has moved from a keyword world to an interest graph requiring great context filtering over the array of content being consumers.   This content consumption graph is the bases of a smarter approach to curation creating techniques brands can leverage across this lucrative consumer data stream.

Tapping content shared among your friends, i.e. content crowdsourcing, is not new but the intelligence to parse what should be curated and how is. Enabling brands to be at the center of vertical content discovery is a valuable way to leverage this almost infinite information stream, while keeping the conversation relevant to your audience.   Even linked in has jumped in on the curation game, however, the relevance is very lacking and not based on trending interest topics.

Current solutions can explore links from your Twitter stream, plus your followers and their followers, ranking them based on how many people link to them. These products are conceptually similar but sorted based on contributors. Paper.li also achieves this type of curation, while exposing influential people on Twitter.

Collaborative filtering has been discussed since 2002, but it was Twitter and Facebook’s sharing of links plus feed amplification through the social graph which was the game changer.

Here is a great illustration of brands and their comparative engagement.   If you are selling into the baby market this information is priceless.  What’s trending over these brands is also an amazing curation source and a barometer to relevance over and industry.   By dissecting the content down and applying scores on each content creates a much greater degree of flexibility and relevance.

Below are all the brand found in the InfiniGraph Engagement Insights report click on a brand name to see in real time what’s tending and the consumer brand affinity on the right of each brand.   Collectively used to surface trends and industry insights.    Its easy to see the content trends in action on each brand now take the industry collective and you have Hypercuration(tm).

4moms
aden + anais
Amy Michelle Go Totes
Baberoo – UK
Baby Einstein
Baby Jogger
Baby K’tan
Baby Trend
BabyBjorn
BabyEarth
BabyGanics
babyletto
Bambino Mio
Beaba – France
Beaba USA
Beco Baby Carrier
Boon Inc
Bravado Designs
Bright Starts
Britax
Britax UK
Bumbleride
Bumbo
Bumbo Australia
bumGenius
Bumkins Finer Baby Products
Bummis
Caden Lane
California Baby
CamelBak
Chicco Malaysia
CleanWell
Combi USA
COYUCHI
Crane USA
Cuski
Cybex
Desden
Diono UK
Dr Brown’s Natural Flow UK
Dr. Brown’s Baby
Earth Love’n Paper
Earth Mama Angel Baby
Eco Sprout
Eddie Bauer
Episencial Skin Care
ERGObaby
Evenflo
Flensted Mobiles
Floppy Seat
FuzziBunz Cloth Diapers
gDiapers
GoGreen Diapers
Graco Children’s Products
Green to Grow
Green Toys
GroVia
HABA USA
i play., Inc.
Kolcraft
Nosefrida
Philips Avent
Philips Avent – RD
Philips Avent – UK
Sprout
The Boppy Company
The First Years
the world of Eric Carle

What’s the big deal? For a brand, knowing your audience and who has the most social resonance with specific content provides a valuable engagement conduit to similar communities.   Accessing the industry averages enables content programing based on statistical analysis not guess work.  Finding your advocates by how much relevant action they’re engaged within over a content vertical is the best way of identifying authentic social interaction.   See Blooming Baby example on a post that truly acheive massive engagement.   If you’re in the baby products and missed this one here is just a sample of trends that would benefit your brand by doing smart co-marketing.

Below is a visual breakdown of what’s tending over the baby and toddler brand segment.  Category segmentation enables you to determine content interests resulting in key social indicators and what content best matches a brand audience.   Brand managers need to know what’s working prior to developing a content strategy.

Tools that measure your reach and determine the best content approach are still primitive. Bit.ly and similar tools work most of the time, except when links are altered by other social services. Sharethis and AddThis are trying to address this issue but requires the installation of the widget.   Bring together many data sources is complicated and the marketing department doesn’t need more data they need specific direction.

Tools like SocialTALK, Zuberance also enable tracking shared reviews. Rowfeeder pulls data directly from Twitter and Facebook and counts brand mentions to help find possible advocates and Socialchorus leverage managed networked influencers to push brand messages.   The main problem is most consumes are not mentioning the brand name but acting on content relevant to and industry.  While the combining social monitoring and analytics with various sharing tools is possible, challenges still remain when looking to get influencers and advocate continuously engaged.

The benefits of accessing social engagement over an industry offers marketers a way to map relevant conversations ranked by influence, something that was previously impossible. But identifying brand advocates based on true social interaction and authenticity is still very difficult.   Here we looked at both brand and people with high content engagement within a specific industry.

Yet it’s becoming critical for brands to better understand how their content is being shared, how similar content is being consumed and where the content of competitors is being shared online. Using large-scale engagement performance techniques enable the heads of marketing to find the most relevant content to drive strategy, planning and curation, while engaging their audiences with far greater relevance.

Going beyond keyword monitoring and looking for opportunities to optimize the word-of-mouth effect of your social network content will greatly increase your reach. So key questions to ask your team are: How do you track your content  today? What content are you curating through your feeds and what’s getting the most traction?

Be sure to download our latest  eBooks A Brand Manager’s Guide To Content Marketing In Social Media: 20 Areas of Excellence To Ensure ROI Get this free 72-page ebook written by Brian Carter and 25 other thought leaders today.   And ….
The rules of the game have changed. And they keep changing annually. Are you up to date on what an executive needs to know about social media marketing and sales? Read about these seven simple but powerful insights that are critical to achieving 7 Social Marketing & Sales Strategies Executives Must Know in 2013your corporate goals in the age of social media.   Get this critical new 16-page report written by Brian Carter, Dr. Natalie Petouhoff and Chase McMichael today.

25 Most "Content" Engaged Brands on Twitter: A Study by @DrNatalie

Wondering what brands are the most engaged on Twitter – this New York Times Top 25 Most Engaged Brandsarticle explores that? We did too. I began the study by looking at the brands who had the most Twitter followers. We took a list of 100 of those brands and using the InfiniGraph.com platform, we added those brands into system which did the big data crunching. Mashable has a ton of articles on how social networks like Twitter are trying new things to increase engagement. Here’s a recap article about the study and the engagement of brands on Forbes.

Get Your Copy Today!



* required fields

There’s certainly lots of definitions of engagement. Here’s a great article by Jay Baer who interviewed David Armano on how brands need to create a iterative strategy around engagement- micro-interactions & incremental customer experience victories. The LA Times has many articles on how brands are using social media and networking. Jon Swartz writes about the abundance of platforms for customers to engage on, hinting that perhaps more is not the answer. Maybe really understanding what engagement means is a beginning. In this case, the InfiniGraph Engagement Platform looked at Twitter engagement as measured by RT’s, clicks and @ replies.

Study of the 25 Most Engaged Brands on Twitter on Mashable which provides a very nice overview of the study’s results. The results of the study are in this report found here:
Here’s the of the top 25 most engaged brands on Twitter:

1. Notebook of Love 2. Disneywords 3. ESPN 4. Funny Facts 5. PlayStation 6. Disney 7. Chelsea Football Club 8. BBC Breaking News 9. NASA 10. CNN Breaking News 11. Instagram 12. YouTube 13. Facebook 14. NBA 15. Arsenal16. The Onion17. Disney Pixar 18. FunnyorDie.com 19. CNN 20. National Geographic 21. UNICEF 22. Dropbox 23. MTV 24. WWE 25. Chanel
Content Engagement best brands on Twitter top 25 most followed

Here’s more details on how the study was conducted:

1. We looked at the brands with the most Twitter followers and created a list of 100 of the most followed brands for the month of February 2013

2. We used InfiniGraph.com to crunch all the “BIG” Data in this report

3. See the Engagement Analysis and Platform powered by InfiniGraph

4. The 100 brands with the most followers were put into the InfiniGraph Platform for the time period of 02/2013 to 03/2013

5. The InfiniGraph Platform took the information about each brand and gathered the data you see in this report:

• The volume of posts

• The level of engagement

• The content that is shared by each brand

• What days / times during the day it is shared and

• Compares and ranks it

6. Then the InfiniGraph system creates the graphs you see in this report.

Wondering how your brand’s engagement compares to your competitors?

You can find out by following these steps:

  • Search on your own brand at: http://smo.infinigraph.com
  • Or click on the industry analysis on the right
  • If your brand is not in the system, request that it’s added
  • Then select the brands you want to compare to your brand and run the report in InfiniGraph
  • Study the results of the comparison
  • Compare how much you post vs the level of engagement
  • Study the other brand’s engagement capabilities and tactics
  • And make changes to your strategy and tactics

The study was commission by Nestivity and Evolve Capital. And in full disclosure, InfiniGraph is a client of mine. And I am proud to be on InfiniGraph’s Advisory Board.

Study by @DrNatalie & InfiniGraph.com

How to Build a Content Marketing Machine – Marketo Summit 2013

How to Build a Content Marketing Machine – Marketo Summit 2013

Marketers now know that they must become content experts. Content drives conversion, nurtures leads, and is the Yin to your social Yang. Good content will move your prospect through the funnel and position you as the thought leader in your space. The question is, how do you actually do content marketing?   From this session, you’ll learn from Chase McMichael (InfiniGraph) the secrets to jump starting a hypercurated content pipeline, as well as the best practices to creating your own content.

Access the Engagement Analysis talked about in this presentation on Organic Industry , CRM Industry and TCBY Competition . See real time trends and industry insights on what content is producing what engagement and when.   Key take away better engagement through better content.

How to Build a Content Marketing Machine – Marketo Summit 2013

Tweets from How to Build a Content Marketing Machine #MUS13 http://bit.ly/ContentOnFire .

  1. RT @reillyjacobs: You can never create enough content to feed the need of the customer, so curation is key #mus13, @ChaseMcMichael

  2. Content Marketing leaders have courage to curate content regardless of source (ie competitors) | @ChaseMcMichael#mus13

  3. “Give ppl a reason to follow you by being the source of discovery, even on competitors.” Bold @ChaseMcMichael! #MUS13

  4.  Preston ClarkPreston Clark ‏@lawinsider

    Great presentation by @ChaseMcMichael today on content marketing.@marketo

  5.  Majda AnwarMajda Anwar ‏@MajdaTPG

    Take human intuition and guesswork out of measuring content engagement – data can’t lie. #MUS13 @chasemcmichael @revenuemarketer

  6.  Dave SabolDave Sabol ‏@davesabol9h

    Web traffic is not good enough ROI measurement for content. Time spent, engagement, conversion, etc. @ChaseMcMichael #mus13

  7.  Erin JacobsErin Jacobs ‏@reillyjacobs9h

    You can never create enough content to feed the need of the customer, so curation is key #mus13, @ChaseMcMichael

  8. Dave SabolDave Sabol ‏@davesabol9h

    Work content across all channels and double down on paid when earned shows traction @ChaseMcMichael #mus13

  9. Grace CheungGrace Cheung ‏@gcheung9h

    @Steven_Pepe @ChaseMcMichael Now that’s real unbiased reporting :)

  10. Majda AnwarMajda Anwar ‏@MajdaTPG

    Are you brave enough to promote your competitor’s content? Industry thought leaders are. @chasemcmichael #MUS13

  11.  Steven PepeSteven Pepe ‏@Steven_Pepe

    Do you have the guts to post competitor’s content? Then your blog is winning. @ChaseMcMichael #mus13

  12. Ben OrenBen Oren ‏@ben_oren

    I prefer red >”Your blog is like the bottle and your content is the wine – make more wine” @chasemcmichael #mus13

  13.  Emily ReaganEmily Reagan ‏@cricketATX

    How you lead your industry is being the source of discovery. @chasemcmichael #mus2013

  14. Dave SabolDave Sabol ‏@davesabol

    Your blog is like the bottle and your content is the wine – make more wine. @ChaseMcMichael #mus13

  15. Anita WehnertAnita Wehnert ‏@anitawehnert

    “Your blog is like the bottle and your content is the wine – make more wine” @chasemcmichael #MUS13

  16.  Dave SabolDave Sabol ‏@davesabol

    Relevant useful niche content can convert niche audiences @ChaseMcMichael #mus13

  17.  Jarin ChuJarin Chu ‏@JarinChu

    @anitawehnert @ChaseMcMichael What tool do you use? Would you link us please?

  18. Dave SabolDave Sabol ‏@davesabol

    Content is the essence and substance of your brand’s conversation with your audience. @ChaseMcMichael #mus13

  19.  Anita WehnertAnita Wehnert ‏@anitawehnert

    Love seeing best practices in action! @chasemcmichael has a pre-built tweet on every slide. Try it in your next preso or webinar. #MUS13

  20. A more engaged audience is a more valuable audience >> @ChaseMcMichael #MUS13 #ContentMarketing

  21. Content is the social lubricant to sales @ChaseMcMichael #mus13

  22. A more engaged audience is a more valuable audience @chasemcmichael #MUS13

  23. A marketing formula to know: audience + authenticity = influence. @ChaseMcMichael #MUS13 #ContentMarketing

  24.  Thomas LassandroThomas Lassandro ‏@TMLassandro

    #mus13 At How to Build a Content Marketing Machine w/ @tobymurdock & @ChaseMcMichael

  25. Going! >> How to build a #ContentMarketing machine today @ 10am with @kapost founder @tobymurdock & @infinigraph CEO @ChaseMcMichael #MUS13

    Be sure to download our latest  eBook A Brand Manager’s Guide To Content Marketing In Social Media: 20 Areas of Excellence To Ensure ROI Get this free 72-page ebook written by Brian Carter and 25 other thought leaders today.

The Brand Manager’s Guide To Social Content Marketing

“A Brand Manager’s Guide To Content Marketing In Social Media: 20 Areas of Excellence To Ensure ROI” Get this free 72-page ebook written by Brian Carter and 25 other thought leaders today. Enter your contact info to begin the download.

Get Your Copy Today!

*

*
* *

* required fields

eBook PDF is in the upper left graphic “Download” once you register download page will open please click on download image.

Includes pearls of wisdom from social media and content marketing thought leaders Chris Brogan, Jason Falls & Nichole Kelly (Social Media Explorer), Jason Miller (Marketo), Dr. Natalie, Amy Vernon, Esteban Contreras (Social State), Michael Stelzner (Social Media Examiner), Maria Pergolino, Kami Watson Huyse, Chase McMichael, Marcus Nelson (Addvocate & SalesForce), Scott Baradell, Adam Kleinberg, Krishna De, Wendy Hofstetter (Finish Line), Maddie Grant (Social Fish), Julie Pippert, Maggie Leifer McGary, Jennifer Stauss Windrum, Shelley Demott Kramer, Bryan Kramer (PureMatter), Douglas Karr, Jason Cormier & James Clark (Room 214). Enter your info above and download it today!