5 Electrifying content marketing methods via native advertising [Webinar]

static-electricity-hair-stand-on-end1All brands must have content amplification, both mobile and native advertising, in their content marketing arsenal. Beyond the hype, native advertising is one method showing great success at scale and it’s here to stay. Regardless of how amazing your content is or who created it, if you don’t have a clear amplification and execution plan in place, getting above the noise is near impossible. In this webinar we’ll dive into the 5 ways to electrify your content marketing, using data and reviewing effective native advertising methods. Brands have to wake up and focus their content to achieve higher engagement throughout the consumer’s path to purchase or risk losing TOP OF MIND to competitors that are capturing greater market share.

What am I going to get out of this?thinking-web-pic

  • Learn how to amplify your content all the time.
  • On and off domain content amplification.
  • What’s native advertising? Scale in context.
  • How to mobilize your content marketing.

Are you reaching your customer? 4 Barriers to consider:

1. We’re in a content deluge.

ContentandMediaSurplus

We’re in an era where the volume of content creation and dissemination is at an all time high with no signs of stopping. The old saying “drinking from a fire hydrant” is an understatement. The sheer volume from so many channels is creating a media surplus. This mountain of consumer engagement insight is where lots of the buzz comes from regarding big data. The brands that harness this data will dominate pure and simple. Content is omnipresent. There are no shortages of devices either. Everyone is a content creator, which adds to the noise.

AttentionDefficetDisorder2. There is an attention deficit.

Your customers are very distracted and most are multitasking over many apps and receiving content notifications frequently. Both on and off domain distractions complicate your ability to increase time with your customers. Consumers are mobile and vying for their attention in this digital ADD world pushes some brands to extreme content marketing. Brands must stay relevant and create compelling, share worthy content at a clip like never before or risk becoming irrelevant.

TunnelVisionRequired3. Tunnel vision is a requirement.

Consumers are looking for or engaging on specific content and brands must have some tunnel vision too. People can barely consume, much less comprehend, 285 pieces of content in a day. Multitasking and multiple devices is a cultural norm requiring a higher degree of content stickiness. We only want to consume content relevant to us at a very specific moment in time. Tunnel vision helps us do that.

CustomerJourneyUnpredictable4. The customer journey is unpredictable.

It’s complicated to say the least. Consumers are being influenced and the path to purchase is based on many online and offline factors. Most of us embark on an open-ended purchase path and our content consumption patterns change daily.

The above was inspired by a Michael Brito slideshare.

The $110 Billion Big Problem

Brands spent $110 Billion on Content Marketing in the last 3 years, yet the interactions by consumers on that content is low. Content is stuck in silos across the web / mobile / social / blog channels and lacks context over all consumer touch points.  Is your content disconnected?

Above is a great example of a top content creator’s precipitous decline in social engagement. Disney continues an exponential increase in it’s content creation and post rate as seen in the graph above, however, the two graphs on the right prove engagement   has leveled off and that social shares have declined over the past 3 years. The data demonstrates consumers haven’t stopped engaging but there are so many other avenues to choose from. What’s exciting is that all this content and the data from social channels sets up a data bonanza for the brands to harness.

Interest Graph Actions on Content

Data on your customer content and consumer behavior is not a nice to have but a must have for any modern digital marketing effort. You must have a clear understanding of your audience and what’s relevant to them or your marketing message will fall flat. Consumers have many interest graphs across many networks today. For marketing automation and personalization, graph data is paramount for relevant content personalization.

The_GraphBetter engagement through better content marketing insights is the focus. Brands have to look across their paid, owned and earned channels and understand the underlying interest graph of interconnections.  Anyone of these channels can go viral. The facts are most all content now has a social share function integrated with delivery or as part of the content itself. Hard actions on content can now be measured vs. social mentions or the amount of views/traffic a property obtains. Using engagement performance and applying scores on content now enables content marketers to benchmark over many sites/channels within the same content category. What’s unique? All content has gone social enabling interest graphs to be created on your customers. This data provides deep insights into what’s resonating and shared based on type, source and brand identity.

Integrated Content Experience

Brands require an innovative approach when creating and distributing their visual content, especially on mobile. Pinterest style layouts are proven to be highly effective in increasing consumer engagement and discovery. Smart brands are combining these vector scaling adaptive layouts and harnessing the consumer behavior to their advantage. By surfacing real-IntegratedContentExperencetime trends to induce higher engagement wherever the consumer is, targeting and personalization are no longer nice to haves but the key to customer retention and conversion.

Different brands and businesses have different content needs and preferred methods of engagement. Identifying your content mojo is a big part of an amplification strategy.  Brands with clear understanding of how their prospects, customers, and advocates interact across these media elements have an opportunity to retain or gain market share.

Here are the three:

  • EARNED MEDIA – Media relations, Influencer engagement , Word-of-mouth
  • SHARED MEDIA  - Social media channel strategy, Community management, Social content creation
  • OWNED MEDIA – Brand website/newsroom , Campaign microsite , Mobile apps

OmniChannelSlideWe’re now in an omni-channel world and have to look at the customer in a new way over all brand touch points. Using omni-channel retailing while working with the “Connected Consumer“, all shopping channels work from the same database of products, prices, promotions, etc. Instead of perceiving a variety of touch-points as part of the same brand, omni-channel retailers let consumers experience the brand, not a channel within a brand. Merchandise and promotions are not channel specific, but rather consistent across all retail channels.

ContentSlide

Content

If you want to be in the game you must have GREAT content – to start with – not a product promotion but a real story around client success.  The best content is that being created and re-purposed over many channels over and over.  Be realistic on the volume of content you need to create.  Insights on what your industry is creating and the volume to stay relevant is readily available over every industry.  Don’t complicate you content marketing creation process there are ample examples of what’s effective and what consumers are willing to share.

The content marketing cycle.
ContentMarketingCircleSlideEvery part of your content marketing cycle has great importance.  For this post we’ll focus on the promotion side of content marketing. A big step is defining your objectives and data you want to obtain ongoing.  Not just reporting but a plan of action over each promotional channel. Next, must have a rock solid monitoring strategy and a plan to use the data to drive your decision process.  Without these you’re just guessing and wasting time.

5 Ways to Amplify Your Content Marketing & What’s Native Advertising

EbookSlide1. Amplification Comes From Who You’re Working with

We found partnering on the eBooks creation process to be highly effective for thought leadership, lead generation and very lucrative. Who is part of your content and the quality are critical factors. Here are a few eBooks we created with top content marketers.

All our eBooks have blog posts associated with them as well as paid amplification program. Beyond our co authors tweets and reach, we leveraged native ads and found them to be highly effective in reaching our intended audience.  eBook also provided us with big rock content we used to repackaged and amplified over many channels.  For more on this topic get Jason Miller’s “Welcome to the Funnel” he is the god on content re-purposing and big rock content. 

NotNativeJustPaidPlacement2. Amplification – Paid Placement

Paid content amplification is a must have to reach a broader audience. Content jammed at the bottom of publications is one method of expanding reach -  but people call this type of amplification “recommendation” like Outbrain, Yahoo, Taboola, Gravity etc.

It’s a lower cost method to push content on top publications, however, the performance is on par with standard ad hole insertion or less. This type of content amplification  doesn’t constitute in context content marketing, however, some publishers have seen successful cross promoting content and others have not using these method.

NativeAdvertisingSldieWhat’s Native Advertising and Types of Native Ads?
What ever you call it “sponsored content,” “advertorial,”  “promoted post” or “branded content” native advertising is here to stay.  In a recent post we highlighted the fusion of content marketing and native advertising describing the native advertising matrix consists of;

  • Effective contextual advertising,
  • Branded content,
  • Advertorial and
  • Sponsored Text.Here we break them down into their visual components.

TextNativeTextSlide

Google was the first to introduce native at scale with the insertion of text ad in the search stream. Now text ad can be found on most publications. For publishers looking to get some montization and Google AdSence like placement this method will be around for some time.

SponsoredNativeSponsoredSlide

Sponsored or advertorial content is the most expensive to deploy and time consuming. Many brands have achieved success with this type of native advertising, however, for smaller brands this native method is cost prohibited. Smaller brands can achieve sponsored content like the “In Post” method below.

In StreamNativeInStreamSlide

In Stream or promoted post is the most popular form of native advertising, unfortunately, most is out of context and doesn’t enhance the consumer experience vs just clogging up one’s feed. On mobile you’re forced to interface with this type of in feed sponsored content hence why mobile video and in stream ads obtain some of the highest CTRs in the business.

In PostNativeInPostSlide

This is the newest form of Native advertising whereby the native unit is in context to the content around it. Native ads done well create a more reliable experience for the consumer than an obtrusive, in-stream ad that isn’t in context. Brands are seeing higher CTR (1 to 3%) on both desktop and mobile due to relevance. A great example is a publisher creating content on the latest refreshment ideas for summer with a Starbucks native ad unit about their latest refreshments, changing in real-time.

The in context native ad provides value to the content around it and it is an overall better experience.  No wonder these real-time native advertising units get more engagement. Content amplification doesn’t have to be hard just smart.  For more depth on native advertising see our latest post on SEJ.

3. Amplification – OwnedSephora2XGreaterEngagement

On domain visual content marketing is very effective. You have a captive audience on your website or mobile application, however many brands fail to surface the right content throughout the consumer engagement path.
Here DGDG, a large automotive dealership in the bay area, powers their thank you pages and main content HUBs from their 14 auto brands top content. DGDG Content HUBMost brand’s thank you pages, purchase exit pages, etc. are dead and they are missing a big opportunity to re-engage with their customers with fresh content and Close the Social Loop. You have their attention so put your best foot forwards.

Brands require an innovative approach to the way they display visual content and accessibility especially on mobile extending the discovery process and site stickiness. Pinterest style layouts are proven visual interfaces to increase consumer engagement and share rates. Smart brands are combining data intelligence and visual content based on consumer behavior to their advantage surfacing real-time trends to induce higher engagement wherever the consumer is at.

4. Native – Amplification

PrincessNativeInContext2Many publishers create sponsored content for brands, however, this type of publishing can be expensive.  The unique element on the right created by SocialMoms was including a real-time native ad for Princess Cruises.  The unit is leveraging trending content from Princess and distributed in a native unit over the SocialMom’s network. Content is created as part of the native unit to increase greater context.   Princess Cruises native units achieve 20X great CTR than industry averages due to dynamic images based on consumer data and smart placement.

MobileIsLackingOnMostBrands5. Mobile Mobile Mobile

Mobile content display is lacking on most brands and the use of data on consumers to create a better user experience is almost non existent.  A great example is the mobile interface on Disney.  Here we have a static layout, content change is infrequent vs user engagement driving content changes based on trends or past behavior used in an Instagram layout structure. Brands that integrate Infinite scrolling, simple sharing and adaptive interface increase time on site.

InfiniGraph’s vector scaling and adaptive content design for any content type provides flexibility to content published by the brands in a robust mobile interface. You followers are coming to you site on mobile devices especially if your amplifying content over native networks like Facebook etc.  Here are a few tip to consider when developing a strong mobile strategy.

Customer Experience ImagesmPut the user first

  • Observe what users are trying to accomplish.
  • Derive patterns from their behavior.
  • Create the content Features (infinite scrolling, swiping, touching) that they do on other apps.

 

SimplicityRocksFocus on simplicity

  • Both design and user experience are critical.
  • Smaller screens require simplicity is crucial.
  • Remove everything superfluous from the UI.
  • Only show elements to the best advantage.

Context-is-kingsmContext is king:

  • Mobile is personal.
  • Devices keep getting smarter.
  • Information can be personalized.
  • Content is delivered to the right user at the right time and place.

 

Want to download the slides?  Tell us what you think, what content marketing and amplification techniques are working for you.

A Roadmap To Content, Context and The Connected Consumer

Dollars, Bits and Atoms: A Roadmap to the future of marketing.

Marketing is in a state of transition, driven by changes in technology, demographic and society. This map visualizes trends identified by industry leaders and experts showing relationships between technologies and marketing tactics, and where the industry is headed.

BRAND AWARENESS

How brands expose audiences to content and imagery to create emotional connection, awareness and demand.

Story Rules:
Delivering brands imagery, stories and information to customers through traditional and digital channels.

Content

  • Brand as Publishers
  • Video Fludity
  • Transmedia Storytelling
  • Curated Curation
  • Anomorphic Ads

Content Finds You:
Offering personalized experiences at the precise time, place and format that they are most engaging to consumers.

Context

  • Inverted Search
  • Location Aware Offers
  • App-Me-Not
  • Interruption Interrupted

CUSTOMER ENGAGEMENT

How brands interact with customers and create differentiated experiences.

Crowd Power:
Giving Customers a greater voice and provide new ways of users- created content and ideas to come to the fore.

Social

  • Qualified Experience
  • Real time Brands
  • Geo-Social Networks
  • Gamification
  • Social Analytics
  • Open-Source Brands

Stuff Gets Real:
Technologies that allow us to physically interact with the digital world and vice-versa.

Physical / Digital Blend

  • Apps Everywhere
  • Smart Spaces
  • Augmented Reality
  • Kinetic Interfaces
  • Consumerization of Just In Time

PERSONALIZATION & MEASUREMENT

Ways to create customer experience and 1-to-1 relationships with customers, then measure the results

By The Numbers:
Information from mobile devices, sensors, social media, public and third parties, combined with enterprise data.

Big Data

  • Expertise On Demand
  • Predictive Analytics
  • Geo-Social Networks
  • Location Based Analytics
  • Multi-Screen Analytics
  • All-Media Metrics

The Big Picture:
Data, media, automation and personalization combined to provide an immersive, quantified customer experience.

Connected Customer

  • D2D Commerce
  • Agents and Proxies
  • 360 Degree CRM

Live & Interactive Example of Content Context

This example is designed for travel and travel related posts. Native Advertising with the ability to detect past engagement on content types and updated based on consumer behavior. Click through to see the Content HUB in action.

Visual Content Marketing and Most-Searched Retail Brands

Go bold or go home. If you’re a brand and you’re not doubling down on an image strategy, say beyond social via Content Hubs, now is your chance to enhance your own media amplification. Brands have already started with hashtag content hub sites, displaying what people tweet, and some social hubs are doing simple visual content aggregation.

Choosing tools and systems that provide robust, intelligent content handling will be the deciding factor on which brands retain consumer’s attention. And, more importantly, the consumer “share” button click, bringing the brand along for the ride. There’s no question that retailers are leveraging Tumblr, Pinterest, and Instagram to push visual assets.

lindsay_300x200
Lindsay Ellingson at the #VSFashionshow . Photo / Creative Commons

Ask yourself this question: Is my content going to be more compelling than my friend’s baby picture? You must become a source of great content discovery. This goes beyond good storytelling. We’re talking about sustaining a content relationship and becoming the go to source for all things relevant in your industry.

The brands that are leading have figured out that when a consumer comes to them and they don’t have the answers, they’ll likely end up on a competitor’s site.

Mobile Optimized Content

With some retailers seeing up to 50% traffic from mobile devices this year, it’s a real wake up call for those that have yet to get their mobile mojo in motion. It’s easy to see how much consumer action is on mobile when you monitor the referral traffic from social channels.

As more traffic increases, developing a more user-friendly site for a true mobile experience is critical. The challenge for brands is when to stop. Do you create a mobile site, optimize your current site, or create an app? Native apps work well for all brands. Kohl’s, Macy’s, and Amazon top the list with their mobile deployments. Consider this - is your site truly mobile? Second, did you make a native application just because everyone else did?

Remember you’re competing with your consumer’s Instagram, Twitter, etc apps for attention.

Content Marketing

 

The mobile optimized retailer will have a competitive advantage. Example of mobile Content Hub photo / InfiniGraph

2013 was a major coming-of-age year for content marketing.  For 2014 it is the must-have strategy. Many analyst reports are putting it at the top of their lists and brands are budgeting for more content.
InfiniGraphMobileContentHub_2014

If you are serious about keeping your consumers engaged, the bar has been lifted. The retailers that have figured out the types of content and volume of content their consumers respond to will have the upper hand.  Consumers have a limited amount of digital bandwidth which requires your content to have a heavy hand on usefulness. Content Engineering will play a major factor in a brand’s approach to melding their mobile, eCommerce, and content marketing offerings.

Retailers need to focus on what content is performing well around them. The only way to do that is to have access to the data. If retailers offer many brands and they don’t know what’s trending in their own stores then shame on them. This is a massive opportunity to amplify what’s already relevant to your customers and dynamically link it to the purchase point. Brands must go beyond just visual to a more proactive discovery. Discovering what content is most shared and engaged is the catalyst to your next post.

E-commerce and m-commerce – A Big Data play

In 2013 global sales reached and epic 1.25 trillion with 15% of that coming from m-commerce (mobile commerce). This demonstrates consumers’ relentless desire to have it now. Those retailers harnessing their big data assets intelligently will capture a greater market share.

The biggest differentiation comes from brands that are using the massive data coming from all this additional engagement. Recommendation engines, prediction platforms, and smart algorithms separate retailer winners from losers. Combining content and commerce in a seamless fashion means consumers get a more personalized experienced, which will surely increase conversion.

Most Searched Retail Brands 2013

MostSearchedRetailBrands2013-637x634

Most searched retail brands of 2013 Engagement Performance Analysis Photo / InfiniGraph

Every year Google creates their Trend report listing people, places, and things searched for most by users globally. The most searched doesn’t necessarily mean the most engaged. Above is a detailed analysis on the types of content and the overall average engagement of the top 10 retail and apparel brands that were searched most often in 2013. As you can see on the left side of the graph, Nike, Macy’s, Forever 21, and Victoria’s Secret top the list with the most engaged content.

Engagement is how much consumer interaction was obtained on their content posts (comments, shares, likes, retweets and clicks). There are many other engagement parameters to look at but to be consistent we look at the top two most used networks by the retailer, Twitter and Facebook.

The top 10 Google Trends list used many factors to determine what was most searched, however, for some retailers this is not the type of attention they want. We are sure that Target would have topped the list with the recent credit and debit card hacking scandal, but this doesn’t help their bottom line at all. Using content engagement is a solid barometer and the type of content that trends with consumers positively shows who is winning the engagement battle.

  1. Kohl’s — Kohl’s achieved the top spot this year on Google’s most searched retail and apparel brands.  That is with a financial struggle holding the company back the peaks in search happened around Thanksgiving when an Illinois police officers shot a shoplifter. This is the type of PR most brands don’t want.
  2. JCPenney — Like Kohl’s, JCPenney is experiencing it’s own financial woes. CEO being sacked, the stop-in-shops was a #FAIL, and a branding redesign just created more confusion. Overall, there was lots of interest in what was going on at the company but not the type of engagement to drive sales.
  3. Nordstrom — On the high-end, Nordstrom’s, like Macy’s, came in strong. By contrast, Nordstrom had a very strong 2013. Consumers responded to their Blue Nile partnership and their crowdsourcing in-store display strategy via Pinterest.  Nordstrom leveraged the content hub to their advantage and continues to use strong visuals to engage their customers.
  4. Forever 21 — Teen retailer Forever 21 is on a roll to not only topping the most searched but also being in the top 5 most engaged. Being a trend spotter and getting their fast fashion to market has been key. The Forever 21 expansion has paid off, which puts greater pressure on brands like Abercrombie & Fitch who have not escaped their own PR nightmares with run of the muck CEO mouths.
  5. Victoria’s Secret — Can be summed up in one hashtag: #FSFASHIONSHOW. The imagery from the show caused an engagement storm with female and male consumers. Nothing like something sexy to propel your brands and VS does it so well with the images and their social push that any brand should be envious of.
  6. Old Navy — Old Navy topped the search list during BlackFriday and with a little help from Gap who didn’t make the list. It got some Black Friday, love but couldn’t keep the momentum going.
  7. Macy’s — Macy’s received lots of love this year starting in October and pushing through Black Friday, rounding out with Macy’s Thanksgiving Day Parade. Big earnings coming in from their integrated retail strategy means they have seen lots of bucks show up this holiday season. Brands attempting to hold a candle to Macy’s, such as Sears, are going to have to alter their content strategy to keep up.
  8. American Eagle — American Eagle is not flying like an eagle with 68% drop in profits and a lack of original content. Not engaging the consumer and no big story has put more pressure on this once great brand. Competitors like Forever 21 are not letting up, demonstrating that the retailers who engage are winning.
  9. Nike — Nike has been a long time friend of Google search and has hot products to boot. They have a continuous sports marketing effort not to mention Finish Line, Foot Locker, and Sneaker Freaks pushing their own efforts, helping drive Nike to the top on both most engaged and searched.
  10. Dillard’s —  Dillard’s was not in last place, but for this list they are. There was lots of activity on store closings and relocations but they were at the bottom of engagement along with JCPenney. The good news is they seem to have changed their game, and content and images show it is starting to work.

Actions to take in 2014:

  • Retailers need to be smarter about how they leverage their visual content and promote high performance over quantity. The Content Hub will be important due to the owned media nature.
  • Brands need to budget not just content creation but VISUAL content creation. Content is key, but without strong images it misses the point of many key social platforms.
  • Using themes and events to create quality images and amplify your brand story to build more earned media on your owned assets. Don’t be so dependent on channels you don’t control.
  • Mobile optimized content distribution and eCommerce / mCommerce integration must be a central focus with strong emphasis on data capture and strategy to use that data.
  • Consolidate your data strategy and become more data-driven in your marketing. The bigger the brand the more data. You must look beyond collection to intelligent prediction to gain and retain an edge.

As brands struggle to stay relevant and enhance consumer loyalty, the gap between the winners and losers will widen. 2014 will truly be an exciting year for the data-driven marketers and how real-time marketing will impact visual content usage.  For the brands that have structured a high performance content marketing team and the data needed to adjust their strategy will be a big part of who dominates their industry.

Your turn: What do you see as the key deciding factors that brands must implement to further differentiate and increase consumer engagement?

Boost Content Marketing Engagement by Becoming Your Industry’s Buzzfeed

The Problem

This is Bob. He’s a CMO and he’s under a lot of pressure. He’s responsible for a lot of things AND digital marketing and social media. But social media burns through a lot of content and creating great content every day is difficult or impossible. He knows his team needs great content to do well with the Facebook algorithm

Bob’s marketing team finds that there’s too much content out there to filter through manually and find what’s relevant to their customers. They create a lot of content too but sometimes run out of ideas. Sometimes they don’t feel inspired.

Bob knows that their social content isn’t getting enough play and they can’t distribute their content easily on their website. The excitement and novelty of social makes their website seem boring and old- bob wants more pageviews and engagement on their content. he needs to drive web visitors to see and engage with more content. And he’s not happy with the solutions he has for partner content and advertiser content. What’s more, showing content that’s mobile-compatible can be problematic.

And most of all, he knows he doesn’t have enough people to get all these things done, and his people don’t have enough time. In one internet minute there are 3,000 photo uploads, 100,000 new tweets and 30 hours of YoutTube video uploaded. How could you ever hope to keep up if you’re doing it manually? Social media is great but creates a lot of business problems! so what can Bob do?

 Solution

Announcing InfiniGraph’s new Content Hubs. Based on InfiniGraph’s competitive performance monitoring capability content hubs are like the Buzzfeed for brands, you can find out what’s trending, what’s the hottest content in your niche. Your content hub looks at social content from wherever you choose, like the facebook twitter and instagram of your brand, your competitors and your partners. Content hubs aggregate the hottest social media content according to your customers interaction with it. You can easily tweet, facebook any of this content to your corporate accounts. You can distribute your entire hub as content itself, and you can use its hot content as inspiration for what to create next.

Content HUB Viral Loop Example

Distribution

Distribution is no longer a problem, because Bob can place his content hub at all his customer touchpoints on his ecommerce site, in outbound emails, on their website, blog and in facebook posts and tweets.  Putting this highly relevant and proven engaging content on his site boosted interaction and time on site. And Bob also discovered that as this distributed content is clicked on by his website visitors, that became part of the trend too. This viral loop let customers enhance the ranking of their favorite content.

ContentHubPostShoes

Widget Hub

Many websites today use widgets to show you other hot content on their site you should check out. And they inject native ads- ads that look more like content than ads. Bob was able to us InfiniGraph’s content hub to inject their content into partner sites and to inject partner and advertiser content into these custom widgets on his site. This boosted revenue for his company and made his advertisers a lot happier.

Notice how below the recommended articles on their own site, Business Insider places a row of links to sponsored content. Up til now only top publishers have had this capability.

widgetcontext

And here’s an example of the InfiniGraph Content Hub widget inserted on a website, right under where it says “Content Found For You”:

Blog WidgeytThat widget content starts with the hottest content InfiniGraph has found, but you can also inject your chosen content into it at will.

Always Mobile-Optimized

Bob didn’t have to worry about how the content hub showed on mobile, because InfiniGraph’s display of the content is mobile-friendly and worked great.

content on iphone

Check it out yourself! Try this live mobile pet industry hub http://bit.ly/mobilehub

Time-Savings and Control

InfiniGraph did a lot of the aggregation and selection work for Bob and his team. They easily aggregated content from their entire industry, the most engaging content first. Your content hubs can be hand-picked. for some of their content hub uses, bob and his team wanted more control. It only took a few minutes for them to cherry pick their favorite content, and eliminate other posts. They could instantly add to or change this content with InfiniGraph’s hypercuration™ tool.

Hypercuration Powered Content Hub

In the end, Bob and his team found that InfiniGraph’s Content Hubs saved them a lot of time and made their social media and content marketing a lot more powerful. With all that new and hot, so easily organized and distributed, Bob and his team could spend more time enjoying the social experience with their customers and making impressive reports about how much their engagement and sales had jumped up as a result.

Maybe it’s time for your company to check out InfiniGraph’s Content Hubs. Contact them for a demo at InfiniGraph.com.

Try this live pet industry hub http://bit.ly/mobilehub  or see more here powered by Hypercuration™.

 

High Cardio Content Marketing in Health, Wellness and Fitness Industry

The medical and fitness industries today are lagging in their commitment to social media, however, there are some clear winners. As a result, doctors, medical device manufacturers, medical institutions, and medical companies are missing out on a major source of potential clients. InfiniGraph had the unique opportunity to work with Marketo to publish “The State of Content Marketing & Social Medial in the Medical & Fitness Industry” 

Marketo The State of Content Marketing and Social Media in the Medical and Fitness Industry

Download the free eBook on what the Medical and Fitness Industry are doing in content marketing and what’s working in their industries.

Access the data, insights and analysis behind the eBook here:
Medical Institutions
B2B Medical 
Fitness Industry

So why have these industries been slowly adapting to today’s main source of communication?  When it comes to participation in social media, some of the concerns for medical professionals and institutions are:

  • Fear that social media may compromise patient or client privacy and security
  • Challenges in creating a secure monitoring system to prevent employees or outsiders from abusing social media, which could potentially lead to charges of malpractice
  • Challenges in producing factually accurate content to positively impact the image and reputation of their brand

These are legitimate concerns, but the many benefits to using social media far outweigh the risks. First and foremost, using social media is an obvious way to generate word-of-mouth advertising. In addition, social media makes keeping in touch with past clients and networking with new ones extremely convenient. Quick communication between businesses and consumers is especially helpful for pharmaceutical companies, medical supply companies, and other medical business. There is no faster way to spread information.

Doctors On Google Glass

Marketers in these industries are being challenged, however, by limited budgets, limited staff, and an enormous customer base that is hungry for information. In this eBook, we will address the critical questions you need answers to:

  • What is engagement?
  • What is relevant content?
  • Who are the top industry performers and how are they generating success?

PART ONE: THE STEPS TO UNDERSTANDING ENGAGEMENT

WHY IS COMMUNICATION THE KEY?

Medical companies need to get online educational information out to their consumers before social conversations can begin. According to recent surveys, patients seem to be more than ready to participate.

Consumer Data Analysis Medical

Consumers are willing to communicate with the medical industry through online resources. Image: Health Direction

  • A survey of 1,060 U.S. adults by the PwC Health Research Institute found that 1/3 of respondents are attracted toward social media platforms as places for discussions of healthcare. Patients’ attraction to these online communities has prompted many healthcare organizations to reshape their social media strategy, from one focused on marketing to one that is part of an overall business strategy. By integrating social media with their entire strategy, companies can engage patients, address concerns, and even provide medical services in an attempt to reduce the costs of providing care.
  • According to a survey by the Journal of Internet Medical Research, 60% of adults surveyed used the Internet to find medical information. However, less than 15% actually used social media to discuss health concerns with their peers.

2012 Fitness and Technology Survey

Image and Survey by Life and Fitness

WHAT IS ENGAGING, RELEVANT, and QUALITY CONTENT?

The rise of Twitter, Facebook, YouTube, Google+, and other social media platforms have generated an overflow of data and information. Marketers within the health and fitness industries must understand that the role of engagement with your online audience has greatly increased in importance. But what does engagement look like?

Brand Content Marketing Hub Social engagement includes interactions through tweets, comments, shares, clicks, and traffic to pages. Other industries have quickly learned that brands who engage online with customers, drive online conversations, or who appeal online to consumer passions win valuable opportunities. To gain the competitive advantage, you need to drive and influence the conversation by being the authority in your industry.    Read more depth and insights and download the free eBook.

Your turn, tell us how consumer engagement has impacted your content creation process and how you’re leveraging data to drive your content marketing strategy.

MUST Download! our latest eBooks  “What’s Engagement: How Data Driven Marketers Are Crushing Content Marketing”  read how 30 marketers are measuring engagement and using insights to drive better content marketing!  AND 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.

Brand Managers Guide to Content Marketing

Whats-engagement-how-data-driven-marketers-are-crushing-content-marketing

 

 

 

 

 

 

 

 

 

Content Marketing Quality is King SEO is Queen for Google and Facebook

You have only roughly eight seconds, the average human attention span, to grab someone’s focus. What do you have to offer in eight seconds that is worth someone’s time and attention?

We have come a long way from magazine, TV, and radio advertisements. Commercials can be skipped, magazine advertisements flipped, and internet ads can easily be sifted through in seconds. But what exactly entices people to surf daily, weekly, monthly, and yearly through top sites such as Google, Facebook, Youtube, Wikipedia, and Yahoo? 

Image: Kathleen Deggelman

Quality content. The biggest being, of course, viral content, leading to the recent push of content marketing, “a technique of creating and distributing relevant and valuable content to attract, acquire, engage a clearly defined and understood target audience with the objective of driving profitable customer action.” With today’s huge emphasis on social networking, the usage of back-links and keywords from SEO will not guarantee the same widespread audiences and broad successes, which content marketing is able to now attain. Google, Facebook, and Twitter are prime examples.

The greater demand for high-quality content from Google after the Penguin updates prompted a question of uncertainty about the role SEO would play in the face of content marketing. 

Is SEO still relevant in the face of content marketing?

This debate of Google’s intentions can be found in greater detail in three fascinating articles by Jonathan PigginsKen Krogue, and Sujan Patel. These authors all discuss similar issues but have diverging viewpoints regarding the potential possibilities of the relationship existing between SEO and content marketing.

In response to these three articles, SEO will not be extinct from marketing practices anytime soon due to job-role adaptability, however, it will stand as the underlining to content marketing. In today’s market, the filler content and pointless links originating from SEO will no longer be welcomed by either Google or the public. However, Patel’s ideas of using keywords as links to social media materials such as blogs, videos, and etc. are applicable in supporting content marketing without seeming spam-like. Thus, SEO’s future role will evolve into research support-orientated by simply tracking words or phrases that are frequently used by the online community.

To the right, is a Infographic that depicts the changes of marketing then and now. See the reversal of roles of SEO and Content Marketing. 

Content marketing, on the other hand, should carry the primary role by using compelling advertisements and social media engagement to specifically address and keep to the particular needs of the public. Only quality content has the ability to make the audience stop, read, think, and convert as stressed in the title. The major goal of any marketer is to make their target consumers think differently. This requires intellectual and investment-worthy content. Keep the focus of your content broad, but adjust accordingly toward buyer personas. The type of content Google is ultimately searching for and will reward. Many other companies seem to have the same train of thought; according to Roper Public Affairsnearly 80% of companies prefer information to be written in a series of quality articles rather than quick advertisements.

Yet, some may ask: “How can the objectivity of algorithms (from Google) actually account for the subjectivity of quality content?”

Sharing and general web engagement should be used as the ultimate measure for content quality.

How will you do this? Great advice is to “Leverage Your Owned Media and Create a Perpetual Promotion Machine”  from A Brand Manager’s Guide To Content In Social Marketing Social Media. The guide emphasizes to use your already obtained audiences by posting content pieces toward these social channels. Using this strategy, see the results of InfiniGraph’s eBook’s online engagement statistics. This particular eBook was clicked on for a total of 2451 times. Around half of these clicks was all accounted for by Facebook with 691 total likes, 66 shares, and 38 comments. These great figures resulted in roughly 1000 registrations representing a close 50% conversion rate.

Remember, quality content doesn’t stay relevant forever. Buy targeted ads, publish quality posts, engage them with questions and polls, and write specific keywords inside your website content to obtain more traffic. Setting up campaigns to promote latest posts to a broader audience is critical for maintaining a growing stream of engagement over a consistent period of time. Reiterate your content’s values and benefits to motivate your customers into sales. These actions can be gauged through the monsters of social networking: Google+, Twitter, LinkedIn, and Facebook.

What do you have to offer in eight seconds that is worth someone’s time and attention?

As times and technologies change, the idea of quality is constantly evolving. So how can you determine what the audience wants quality-wise within a specific industry? You need a content-intelligent company that can accurately deduce what and when content is currently the most trendy, posted, shared, and tweeted by your target audience. This is a service, that content-intelligent companies such as InfiniGraph, offer for any industry ranging from automotive to fashion.

Above, the graph on the left depicts a graph measuring the average engagement of each brand within social media. Take a look at which brands are most successful in engaging their audience. The image on the right shows H&M’s trending content with a trending score of how well it is currently doing in terms of engagement. This feature is available to all the brands shown on the line graph.

The graphs above depict the features that InfiniGraph is able to provide for marketers who understand the crucial importance content marketing plays today by using external data as proxy. Here, large sets of data from  major social networking sites are translated in a form utilizable by any marketer for the benefit of their company. These vital tools can answer the crucial WHO, WHAT, and WHEN questions of your choice industry and audience. Brands need a strong keyword base monitoring approach to capture social mentions and what additional keywords they should be inserting into their content. Furthermore, research what content they are engaging with outside of social mentions, which are two key distinctions in order to gauge a greater share of voice.

Your goal should always be to gain a overall greater share of voice!

Have access to the best resources in develop content strategy on what is winning! That is the key to creating quality content specifically for target consumers at the right time and place. This process essentially solves the ultimate question: what do YOU have to offer in eight seconds that is worth someone’s time and attention?

By seeing and utilizing the data gathered, you can judge for yourself what content is currently sought out by the public and what content would entice a broad online audience. In this age of modern technology, your company must offer suitable high-quality content that the public requires to make them stop, read, think … and convert!

What data and industry assets would assist you in differentiating your services compared to that of your competitors as well as help you?

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.

 

What's Engagement? How Data Driven Marketers Are Crushing Content Marketing

“What’s Engagement?”  A thought provoking question marketers should ask themselves that not only instigates but also produces varied but comprehensive answers, perspectives, and insights regarding today’s best tactics of social media engagement. Here, through our free eBook of “What’s Engagement”, you will learn how to skillfully meld your company with today’s social media to best connect with your audience. But, even more importantly, HOW do the brands effectively create, introduce, and advertise content that is both engaging and sustainable to their target audience? This question is thoroughly answered within this free eBook authored by Chase McMichaelDr. Natalie PetouhoffBrian Carter, and over 30 notable marketing contributors.

Get Your Copy Today!

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

Get all the information you need on how to effectively utilize your social media engagement and content marketing from the free “What’s Engagement” eBook today!

Enter your contact info above to download this free eBook now!

What’s Engagement, more specifically, will give the most adequate tactics to:

1. Effectively utilize and prioritize your Mixed Media resources such as Facebook, Twitter, etc. See what media sites are being the most used and are the most effective to garner more attention for your company.

2. Understand the importance of catering your company’s image to your target audience, adapt to consumer needs through social media to gain valuable customer opportunities.

3. Emphasize the sustainable Storydoing Method to enforce narrative rather than solely through short-lived and baited communication (storytelling) with the product or service. This will create a more proactive community and loyalty through the customers that can be further expanded using social media. It will further positively impact other standard marketing goals such as annual revenue, budget savings, growth rate and shareholders’ views.

Below is an example of the storytelling technique by melding together two very diverse entities: cars and surfing. This is used by the commercial “Mazada Game-Changer.” Click  HERE for the full video.

4. Maximize the competitive advantages that Real-Time Marketing provides in comparison to the static-editorial calendar method by actively engaging with your audience.

5. Become a Leader within your industry by instigating and kickstarting conversation.

6. Obtain the insights and valued advice from top marketing leaders of all different backgrounds for the most compelling social media engagement.

And why is all this knowledge and insight valuable to you?

Social media engagement, as demonstrated through the image above, has become increasingly relevant and important within the field of today’s content marketing as an extremely invaluable tool to utilize. This has only been perpetuated from Google as they have launched moves to evolve a higher quality of content their audience receives. From the image on the right, one can see that SEO and content engineering have essentially swapped roles in importance as the impact of the social feed in today’s media has forced companies to become more attentive to the quality of material they are putting forth.

Ultimately, “We know that quantity of the content does not matter and, instead, the type and quality of the content.” Look below for a evident example of this idea.

Here, we found from our numerous responses, that Facebook Shares is the most effective method to reaching out for an audience showing the importance that content carries.

You can find more information on this interesting aspect in our What’s Engagement eBook by simply entering your contact info above!

 

Other notable contributors to look inside for include Alyson Stone, Josh Harcus, Michael Kwolek, Frederick J. Nager, Grzegorz Guzdziol, Steven Moore, Evan Greenberg, Inga Starrett, Wayne Pelletier, Molly Cantrell-Kraig, Michael Stich, Jon Wright, Sunny Virmani, Brett Bumeter, Richard Neal, Dr. Augustine Fou, Richard White, Matt Corey, Maryna Burushkina, Jascha Kaykas-Wolff, Johann Carpio, Christopher J. Skinner, Karen Kallet, Phoebe Yu, Erin Korogodsky, Rebecca Foss, Mark Giangreco Jr., Mario Herger, Nina Ho, Alissa Circle, Chelsea Marti, Steve Stratz, Davaughnu Banks, Fabio Fabbi, Miguel Gonzalez, Tariq Ahmad, Jason Burnham, Amar Trivedi, Mikal Belicove, Wayne Pelletier, Adam Keats, John Lee Dumas, Gustavo Demoner, Rich Taylor, and Michele McConomy. All their insights regarding social media engagement can only be found here!

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 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.

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.

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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

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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.