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tumblr llcw71K5md1qiqf01o1 500 10 very creative billboard advertisements from around the world by Jay Mug
Nike Billboard in NYC

Yesterday you said tomorrow

tumblr lln5jqiRBI1qiqf01o1 500 10 very creative billboard advertisements from around the world by Jay Mug
Kill Bill Billboard in NYC – Bloody Mess

tumblr lln5opCDu71qiqf01o1 500 10 very creative billboard advertisements from around the world by Jay Mug
Realhiphop.com.br Outdoor Advertising

tumblr llnx22X4Vw1qiqf01o1 500 10 very creative billboard advertisements from around the world by Jay Mug
Sony PSP Transparant Billboard Advertising

tumblr lm60gmbhB81qiqf01o1 500 10 very creative billboard advertisements from around the world by Jay Mug
McDonald’s free coffee promotion.

tumblr lmdzgyOBji1qiqf01o1 500 10 very creative billboard advertisements from around the world by Jay Mug
Mondo Pasta Boat Advertising

tumblr lnguymJuNy1qiqf01o1 500 10 very creative billboard advertisements from around the world by Jay Mug
The first ever plant billboard. Coca-Cola and WWF have unveiled a new 60-by-60-foot billboard in the Philippines that’s covered in Fukien tea plants, which absorb air pollution.

tumblr ln8kcvEQIL1qiqf01o1 500 10 very creative billboard advertisements from around the world by Jay Mug
Allstate Insurance: Marina Tower

tumblr ln2yfzDmT41qiqf01o1 500 10 very creative billboard advertisements from around the world by Jay Mug
Powerhouse Gym Outdoor Ad

tumblr ln2xmoqdLG1qiqf01o1 500 10 very creative billboard advertisements from around the world by Jay Mug
Oltimer Restaurants – Special Poster for “Oldtimer”, a big Austrian chain for motorway rest stops

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5 Top Tips for Content Marketing Success

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5 Top Tips for Content Marketing Success

5 Top Tips for Content Marketing Success

The power of online marketing on a social web has only scratched the surface of its full potential.

This year smart marketers will stop using content as a bullhorn and start using it as a platform for building engaged communities. Customers will no longer be seen simply as a source of revenue, but instead as a near endless stream of research, innovation, and sales.

This transition will mean targeted communities that are smaller and more social than the mass media audiences of the past will succeed like never before. Therefore, content will have to be focused, refined, interactive, shareable, and (most importantly) involve the audience in the creation process.

To get you ready for these important changes, here are five top tips for content marketing success:

#1. Bring the Customers Inside

Customers want businesses to solve their problems and are willing participants in that value creation process… if given the chance. Unfortunately, much of what we call “social” media marketing has hardly lived up to its name.

The key will be to move beyond the mass marketing mentality of “us vs. them.”

By empowering your customers to become part of your business processes you’ll get a great low-cost source of research & innovation.

There’s also no greater sales force in the world than a satisfied customer. And while this was once an added bonus for marketers, it’s quickly becoming a necessity. Customers increasingly vet their purchasing decisions through social networks before even considering a company’s traditional marketing.

Some things to try:

  • Ask for customer input on new projects you’re working on.
  • Allow customers to tell their own stories through co-created content (see below).
  • Create incentives (social and financial) for customers to become evangelists of your business.
  • Make sure to show that you are actually using the feedback you receive.

#2.  Focus, Focus, Focus

In the mass marketing era, half of the advertising was wasted but we just don’t know which half.

The Internet has created an ultra-segmented marketplace, which allows smart marketers to create specialized content that solves specific problems.

To be successful, your content has to be focused on a well-defined niche audience. Take the time to map out exactly who you are targeting by developing a detailed profile of your audience, including demographics, psychographics, and a thorough understanding of how they negotiate their social space.

#3. Get Organized

Most people classify content by format (blog, video, Tweet, etc.), often leading to repetitiveness and a sense by your audience that you’re shouting at them (rather than talking with them).

Why don’t you try a different framework, one that will give you a much clearer look at the role each piece of content plays in driving interaction within your community.

When you are planning out your editorial calendar, separate content into one of three categories, defined by how that piece of content was created:

  • Original content – This is material created directly by you. It should address a specific customer need – be that information, instruction, humor, motivation, etc. Use it as a way to highlight your expertise, make yourself useful, and build trust with your audience.
  • Co-created content – Created together with others. In particular, you should target influencers within the niche who can help build your authority. Examples of this are guest posts like this one, a webinar highlighting the successes of your top customers, or a podcast with someone who has expertise that complements your own.
  • Curated content – Created by others but useful in some way to your audience. This includes stuff like retweets or emailing your list with a useful report that was created by another organization.

Reframing your thinking in this way will force you to always keep in mind the business purpose behind everything you create and share.

#4. Get Emotional

In his awesome book Contagious, Wharton professor Jonah Berger showed us that one of the key reasons people share content online is because it arouses a person’s emotion.

Content has to go beyond just being useful; it has to be unforgettable. Rather than trying to churn out quantity, take the time to figure out what kind of emotions move your audience.

In doing so, it’s important to remember that not all emotion is created equal. In his research, Berger identifies that certain kinds of emotions – those that get people “aroused” like awe, passion, and anger – are much more likely to drive shares than those that make people feel toned down – like sadness, relaxation, or contentment.

Ultimately, don’t be afraid to rock the boat a bit, because what gets one person excited might turn another one away. As long as you are exciting the right people (and treating everyone well in the process), it’s ok to let some people go.

#5. Respect the Numbers but Don’t be a Machine

There are so many tools out there that allow you to use data to paint a picture of your social landscape. So many in fact that it can turn into a hindrance if you’re not careful.

Don’t get me wrong, it’s absolutely crucial to analyze and optimize, but all the data in the world won’t do you a bit of good if you don’t understand people.

And one of the most important things to understand about people is that they change. Often. Data can be an important tool for measuring these changes – it can help you test assumptions and sometimes provide a needed reality check. But it’s no replacement for digging in and becoming part of your customer community.

So, make the effort to really get to know your customers. Instead of just mass emailings and webinars, take time to have individual conversations. Understand what people are struggling with and you’ll have a near endless stream of ideas for new content to create.

The Big Picture

The world of marketing is changing, and I would argue it’s for the better. By harnessing the power of community, businesses are ending the awful competition between buyer and seller, replacing it with a much healthier process of mutual value creation.

In 2014 the kind of guesswork that has long been the way marketers figure out what their audience wants will be replaced by actually getting to know the customers themselves. By talking with them instead of at them, we can start to create a new way of doing business, one that helps bring people together to solve the problems of our day.

You now have the framework to get started. Use it to go out and build yourself a dynamic, engaged, and profitable community in 2014.

Guest author: Jake Parent has been building communities for more than a decade. His site Learn To Be Heard teaches marketers and entrepreneurs how to use blogging and other social media to transform an audience of static listeners into a dynamic group of engaged participants. 

 

 

Want to learn how to make your blog and content a success with social media marketing?

My book – “Blogging the Smart Way – How to Create and Market a Killer Blog with Social Media” – will show you how.

It is now available to download. I show you how to create and build a blog that rocks and grow tribes, fans and followers on social networks such as Twitter and Facebook. It also includes dozens of tips to create contagious content that begs to be shared and tempts people to link to your website and blog.

I also reveal the tactics I used to grow my Twitter followers to over 185,000.

Download and read it now.

 

 
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Read more at http://www.jeffbullas.com/2014/01/06/5-top-tips-for-content-marketing-success/#gXrHFDd6JuY4t6Uy.99

Malware Attack Hits Thousands Of Visitors To Yahoo.com

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Marissa Mayer

Paul Morigi/Getty Images

Yahoo CEO Marissa Mayer

Two internet security firms have warned that hundreds of thousands of Yahoo.com visitors may have encountered malware from Yahoo’s advertising servers, The Washington Post reports.

In a blog post on Friday, Netherlands-based Fox-IT wrote that it “detected and investigated the infection of clients after they visited yahoo.com.” Some advertisements displayed to Yahoo visitors — which are served from ads.yahoo.com – were malicious iframes, hosted on a number of domains, the firm reported.

From The Washington Post:

Ashkan Soltani, a security researcher and Washington Post contributor, alerted me to the issue. Often, he says, such attacks are “the result of hacking an existing ad network. But there’s another possibility, he says. The culprits may have simply submitted the malicious software as ordinary ads, sneaking past Yahoo’s system for filtering out malicious submissions.

The fact that the malware targeted flaws in the Java programming environment is an important reminder that the software has become a security menace. When it was created almost two decades ago, the Java programming language was hailed as a way to make Web sites more interactive. But it has been largely superseded for this purpose by technologies like Flash and JavaScript.

Read more: http://www.businessinsider.com/yahoo-malware-attack-2014-1#ixzz2pY2D88hE

Gawker Loses Its Unbelievable Traffic Machine

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Neetzan Zimmerman is leaving Gawker Media to work at social media startup Whisper.

Zimmerman has what we in the blogging game call the “pageview gene.”*

He generates an insane amount of traffic. How insane, you ask? Well, for Gawker.com he was 99% of the site’s uniques.

For Gawker Media at large, he was equally impressive. Using Gawker’s publicly posted traffic for its writers, we put together the following comparison of Gawker, Gizmodo, and Lifehacker.

In October, Zimmerman alone had more unique visits than Gizmodo or Lifehacker.

His departure will leave a big hole in Gawker Media, but the company has 106 million monthly visits, so it will survive just fine.

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Case Study: Advanced Content Marketing by Jeff Bullas ( Reblogged)

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Marketing Digital

Marketing Digital (Photo credit: Wikipedia)

Relationship between trade marks and brand

Relationship between trade marks and brand (Photo credit: Wikipedia)

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Image via CrunchBase

Advanced Access Content System data flow diagr...

Advanced Access Content System data flow diagram, http://forum.doom9.org/showthread.php?t=122363 (Photo credit: Wikipedia)

English: The content of tweets on Twitter, bas...

English: The content of tweets on Twitter, based on the data gathered by Pear Analytics in 2009. (Photo credit: Wikipedia)

7-Eleven

7-Eleven (Photo credit: Wikipedia)

Case Study: Advanced Content Marketing

Case Study- Advanced Content Marketing

Content is a two syllable word that has become an online marketing strategy. Its impact has far reaching effects that belies its verbal simplicity. It influences search engine results, drives online engagement and can create brand awareness at velocity when it goes viral.

With Google’s recent updates, the role of content has increased in priority. The search giant is now rewarding sites with higher rankings that offer unique content that delivers a quality user experience.

This means that progressive brands need to become publishers and not just advertisers. Advanced content marketing is a human and creative art form with soul enabled by technology and process driven. It is multi-media content at scale that leverages a brand’s reach that is efficient and amplified.

Is corporate media getting better than mainstream media?

In a recent article on the Hubspot blog, Dan Lyon poses an intriguing question.

Is corporate media getting  better  than mainstream media?”

He then cites examples of Microsoft, General Electric and Google who are using both technology and their great content archives to “out publish” existing traditional media companies.

I think that in some cases he may be right.

Today’s companies do have the technology and platforms to go it alone. They often have the marketing CRM’s, databases, access to vast libraries of content and the technology to make a traditional newspaper brand look bland.

Marketing and publishing has been democratized

Technology changes have put the power in the users hands. Companies don’t need to understand how to use a printing press.

  • Want to publish. Launch a blog
  • Need to design and create an online magazine. Hire a designer, assign an editor and writer and create your brand magazine using Photoshop.
  • Have the impulse to shoot a video. Buy a $1,000 video camera, create a video and upload it to YouTube
  • Feel the motivation to market. Amplify your content to your Facebook and Twitter fans and followers

Should some advertising dollars be moved to publishing?

Companies such as Red Bull are moving their spending from advertising to publishing. They are also about creating “conversations around the brand” not “about” the brand. This means creating content that has heart and soul of the brand embedded but not mentioned.

No-one wants to talk about the drink but the lifestyle that revolves around the brand image.

Advanced content marketing case study:  Lorna Jane

Lorna Jane is an “activewear” label for women that has been around for over 20 years. The brand is about fitness and fashion for women. They have embraced the the strategy of advanced content marketing.

Their aim “to inspire women to live their best life through active living”. Their mantra and mission is based upon a three pillared philosophy of:

  • Move
  • Nourish
  • Believe

Lorna Jane is not simply a clothing label, it is a way of life”. They are about fitness and a healthy lifestyle.

Lorna Jane’s marketing is not about talking about its product but being a publisher. The heart and soul is about creating conversations around the brand.

Jessie Dean, the Digital Marketing Manager at Lorna Jane has a team that includes:

  • Social media specialist
  • Social media coordinator
  • Editor of “Move Nourish Believe”

They have also created a separate and secondary brand that is about the lifestyle and mission that is core to the Lorna Jane message.

Move, Nourish, Believe

This separate secondary brand of Lorna Jane, has its own website with the title “Move Nourish Believe“.  This is intrinsically woven into the lifestyle message that revolves around the Lorna Jane Brand. It is the home of the brand’s key philosophy.

advanced content marketing

It is about content that inspires, encourages and educates. It includes offline events and content that is about the Lorna Jane mission

  • Events
  • Ebook
  • Recipes

Publishing is core to the marketing of Lorna Jane and this is their publishing portal.   

Website and online store

Lorna Jane has its own online store that sells the products. The aim of the brand is to be selling $50 million annually online within 5 years. The indirect purpose of content marketing is to create awareness about the brand and drive traffic to the store. It is to inspire people and create passion about the lifestyle philosophy.

This the place for the hard sell.

advanced content marketing

Facebook

Lorna Jane’s uses its Facebook page for engagement. It is about creating conversations and engaging with customers and not a hard sell. Despite this, it drives 10% of all traffic to the website and its revenue accounts for the average sales of two of its bricks and mortar stores.

Facebook fan count stands at over 840,000

advanced content marketing

Twitter

This is the personal account of the founder, Lorna Jane Clarkson and shows the commitment to personalizing the brand. It is also displays the importance of having one of the thought leaders for the brand actively participating and engaging.

A nimble and adaptable brand cannot be open to change without having leaders who are aware and willing to embrace the new digital paradigms.

advanced content marketing 4

The other bonus of this engagement is the feedback that is received that keeps the brand real and in touch with trends and the market.

Instagram

A content and publishing strategy needs to include content that is both visual and mobile centric. Instagram provides a platform for showcasing its brand with striking images that increase brand awareness and engagement.

Lorna Jane currently has over 212,000 followers on Instagram.

advanced content marketing

Pinterest

Amplifying your brand content is not a single channel approach and many brands stop and start with Facebook. Pinterest provides a free and organic way to share the images from their online store that drive traffic and sales.

Lorna Jane has over 22,000 followers on PInterest.

advanced content marketing

Google+

Google+ may not seem like a place that a fashion brand such as Lorna Jane should be participating on. The rise of importance of Google plus which has become the second largest social network means that brands shouldn’t be ignoring it. It is important for several reasons.

  • Capturing social signals such as “+1’s” , comments and shares
  • Improvements to SEO
  • Increasing brand awareness through visual content.

Lorna Jane currently has  over 33,000 followers on Google+.

advanced content marketing

YouTube

Content and publishing is now multi-media and YouTube is an important part of the whole brand content amplification for Lorna Jane.

On YouTube you can share to 10 different social networks as well as email and embed.

advanced content marketing

Lorna Jane has over 2,000 subscribers and is approaching 500,000 views on YouTube. These numbers are the tip of the iceberg for brands when it comes to creating conversations.

Some recent research show that crowd sourced content creation and sharing is up to 99% of all YouTube content creation about and around the brand.

advanced content marketing

The scale of crowd sourced content creation, sharing and viewing is more than significant, it can be almost the entire conversation. In fact in some cases brand created content on social media is only 1% of the dialogue online!

Octoly.com tracked and measured “user generated content” (often termed “UGC”) on YouTube around and about brands. Here are the facts and figures about Lego and Apple and the extent of the little known and sometimes seemingly silent majority of brand ambassadors and content creators.

  • 99% of the views on YouTube about Lego are “user” created. Of the 8 billion in total views 7.92 billion views are from passionate advocates who created and shared content about the Lego brand.
  • 99% of the views on YouTube about Apple were not bought or “owned” by the brand. 99% of the 4.2 billion in total views were fan created. That’s 4.16 billion views just from fan created and shared content.

The brands started the conversations by publishing. The online fans amplified it. You cannot buy that level of attention.

Read more at http://www.jeffbullas.com/2013/11/27/case-study-advanced-content-marketing/#hj1DWputbpW8MazA.99