Mediaboss Marketing

Nick Eggleton. Picture: Nic Ellis/The West Australian.

More companies will start creating their own content in 2015, challenging traditional media for the consumers attention, PM+A Marketing senior consultant Nick Eggleton has warned.

Speaking at the Curtin University/WestBusiness Outlook Series event on the future of marketing, Mr Eggleton said news- papers in particular would be competing against everyone for an audience as brands turned to owned media platforms such as blogs and social media to publish their own content.

That warning was quantified last week when the US-based Content Marketing Institute released its 2015 Australian Benchmarks, Budgets and Trends report, based on a survey of 251 business-to-business and business-to-consumer groups.

Content marketing sees brands create and distribute articles and videos which engage their target audience to drive sales.

The study showed 63 per cent of marketers planned to increase their content marketing budget next year. Some 33 per cent of marketers surveyed thought their companies were effective at content marketing, up from 29 per cent last year.

It also showed 86 per cent of companies were using social media (other than blogs), 85 per cent were publishing articles on their website, 83 per cent were using e-newsletters, 72 per cent videos and 68 per cent blogs.

PPR WA managing director Peter Harris said he knew of a US-based public relations company that employed up to 80 journalists to write content for brands which would then be pushed out to both new and old media channels. A similar-sized team was listening to social media for trending topics.

The reality is that there will be relevance for advertising, that will continue, but ad revenue will continue to drop, he said. People are now into storytelling.

Lush Digital associate director Sarah Mitchell said brand journalism where brands employ teams of experienced reporters to create content rather than marketers was still immature in business but it was an idea thats time had come.

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Marketings future a digital dilemma

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By: Social Marketing Bot

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ReverbNation Promoter Bot lastest full 2015 - Video

Keep in mind that neither your customers' experience nor your brand starts with Twitter, Facebook, or your blog. Social media should take your existing brand and solidify it, galvanize it, and bolster it. Your efforts in social media should be an extension of everything else you do in all departments of your company. Capturing your company's voice and sharing it with the world through social media will open up unique opportunities in all other channels of inbound marketing, including SEO, branding, public relations, sales, and more.

Relationships

To get the most out of social media, make the relationships you build with it your end goal. That might sound a bit utopian for anyone who is grounded in more traditional and tangible business measurement and metrics, but take a step back from the bottom-line, ROI-seeking aspect to look at the big picture for a minute. The relationships built with customers are the foundations upon which other aspects of your business can and will flourish.

Relationships flourish when you cultivate them, and no other area offers you the opportunity to do this as well as social media. Social channels have broken down the walls between individuals at an unprecedented rate. In 2011, Facebook released data showing that its users were, on average, 3.74 degrees of separation away from one another, making them nearly as connected to each other as Kevin Bacon is to the rest of Hollywood. In the years since that study, the network has only continued to grow. That's pretty amazing, and social media can take credit for making it happen.

Some of the most successful SEOs and public relations professionals earn their notoriety, at least in part, from the relationships they are able to build. They're also good at what they do, of course, but great relationships bolster their already solid effort. The relationships you build with your customers lead to advocacy and loyalty, traits that can support your brand during both the good and the bad times, representing an investment that will remain strong on nearly any platform and under nearly any circumstances.

Feedback

Information can be shared through social media at an amazingly fast pace, and users are increasingly turning to social channels to share information in real-time. This information often takes the form of opinions, so if you're listening for the right cues from your audience, social media can become an invaluable source of insights and feedback. Incorporating social listening into product development work can act as an early warning system, save on customer service costs, provide valuable development feedback, and even help identify ideal beta testers without much expense.

Integration

Social media is not something you can simply "tack on" to the rest of your marketing, branding, PR, and advertising efforts; it needs to be a fully integrated part of the mix. In doing so, you can create a cohesive and scalable experience for your customers. Think of it as a means to an end, and not an end in itself. Also, it's not as hard as it sounds.

Be sure to integrate social media into your marketing efforts as early as possible to help amplify and solidify your work rather than waiting until the end of a planning cycle to explore social options. If a social presence is clear from the start, your branding will benefit from additional customer touchpoints, PR will see a lift in impressions and reach, and customer service can proactively listen and activate where necessary.

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Social Media: The Free Beginner's Guide from Moz

Join 2,500 fellow marketers at the mega-conference designed to inspire and empower you with social media marketing ideasbrought to you by Social Media Examiner.

Watch this quick video for an overview of our event.

Youll rub shoulders with the biggest names and brands in social media, soak up countless tips and new strategies and enjoy extensive networking opportunities in San Diego, California.

This is a historic opportunity for you to connect face-to-face with the top social media marketing experts while breaking bread with like-minded peers from around the globe.

Heres whats in store for you in 2015:

Networking: Make new connections at the opening-night networking partyand at extensive structured networking opportunities.

Discovery: Take in practical social media marketing sessions from the worlds top experts at the bayfront Manchester Grand Hyatt San Diego.

Fun:Make new connections at ouropening-night networking party held aboard an aircraft carrier and at our Social Beach networking party, celebrating Southern California beach culture.

Youll pick from 100+expert-led sessions covering social media tactics to content creation to social strategy. Plus, hear from many top brands, including Microsoft, Disney, IBM, Whole Foods, Cisco, Century 21, Intel, KLM, Yahoo, Tyson Foods, LinkedIn, Sonic Drive-In, Adobe, Cabelas, BMC Software, Citrix, Cox Communications, Symantec and the Boston Celtics.

This is just a sampling of whats in store for you at Social Media Marketing World 2015 in San Diego on March 25, 26 and 27, 2015.

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Social Media Marketing World: Social Media's Mega ...

When I went rock climbing for the first time, I had no idea what I was doing. My friends and I were complete newbies about ropes and rappelling andevery other bit of jargon and technique that goeswith climbing. We saw others doing it spectacularly well. We were thrilled at the thought ofreaching the top of the climbing wall; we had no idea how to get there.

Id imagine that a social media marketing plan could feel the same way.

If youre starting from square one, it mightfeel equal parts thrilling and overwhelming. You know what you want to do and why. You can seethatothers have climbed the social media mountain; youve got few ideas how to get there yourself.

Itd help to havea plan.

Weve shared before about different parts of a social media marketing planthe data and research and personal experience behind what works on social media. Now were pleased to put it all into a cohesive, step-by-step blueprint that you can use to get started. If you need a social media marketing plan, start here.

Starting at theground flour and building up, here is ouroverview of how to create asocial media marketing plan from scratch.

I like to think of this planlike a roadtrip. Start out by pointing yourself in the right direction, then choose the way youre going to get there, check in regularly to make sure youre on track, and have some fun along the way.

Step 1: Choose your social networks

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How to Create a Social Media Marketing Plan From Scratch