Content Marketing Blogs

The 7 Ways Brands Use Social Listening

The 7 Ways Brands Use Social Listening October 30th, 2017 Listening has become the stalwart of social data analysis techniques. Years ago, in the early days of social’s prevalence in society, brands recognized their buyers were spending more and more time on social, and they asked the obvious question: “What’s everybody saying out there?” Fast forward to today: The questions have become more complicated, and software has become a requirement for answering those questions. As a result, many organizations are…

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The surprising NEW TRUTH about Twitter

The surprising NEW TRUTH about Twitter By Mark Schaefer Over the past six months I’ve been creating an expanded and updated version of The Tao of Twitter. And I had to answer a big question … what does Twitter even mean any more? Certainly the channel has changed dramatically since the first edition of the book appeared in 2010. That was a time when Twitter was red-hot, ultra-cool, and an endless source of fun and inspiration. Today the company is…

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Wondery’s Founder Explains How Audio Storytelling Could Be the New TV

Wondery’s Founder Explains How Audio Storytelling Could Be the New TV “You really have to check out…” Whenever my friends used to say this, the recommendation at the end of the sentence would be a restaurant or bar or TV show. Now, it’s a podcast. That shouldn’t come as a surprise. Over the last decade, audio storytelling—one of our oldest mediums—has seen an unprecedented explosion in popularity. And it’s a trend that brands can’t ignore—especially after GE’s podcast, The Message, reached the…

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7 B2B Brands Using Instagram the Way You’re Supposed To

7 B2B Brands Using Instagram the Way You’re Supposed To October 9th, 2017 Instagram is a fantastic platform for B2B marketers. It provides a space for making new connections in almost any industry, at almost any stage in their development. With more than 600 million users, it’s a gold mine for connecting with your current and potential customers. Over half of millennials are active users on Instagram. You might be thinking, “Why do I want to target millennials?” Well, what…

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The 4 Types of Content That Work Best, According to the UK’s Leading Content Researcher

The 4 Types of Content That Work Best, According to the UK’s Leading Content Researcher What makes GE’s content a hit while other brands fall flat? Why do some Super Bowl commercials make us tear up while others leave us staring blankly at the nachos? In all likelihood, your answer boils down to “because it’s good.” But according to Brian Millar, founder of the Emotional Intelligence Agency (EIA) and one of the UK’s top content research firms, there’s a deeper…

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How to Stop Killing Your Content Team and Scale with What You Have

How to Stop Killing Your Content Team and Scale with What You Have October 10th, 2017 Can we increase the frequency of our social media posts? How about adding another weekly article to our content strategy? What would it take to expand our email campaign to include 20 more touches? If you’re like me, you have heard these requests for “more, more, more” content. You and your marketing team are constantly being asked to do more content development, right? I…

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2 Reasons Facebook’s Latest Algorithm Change Will Impact Marketers

2 Reasons Facebook’s Latest Algorithm Change Will Impact Marketers Last week, the world got wind of the biggest Facebook algorithm change in years. Google officially reclaimed its spot as the top source of referral traffic since Facebook overtook it in August 2015, which means the world’s biggest social network has been pushing less and less traffic to content. According to a Parse.ly data analysis of over 2,500 sites, Facebook referral traffic now sits at 35.1 percent, while Google referrals are…

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How to Research Your Target Audience to Increase Resonance

How to Research Your Target Audience to Increase Resonance October 10th, 2017 Recently I conducted some target audience research. And I learned something tasty—and a bit unexpected. Ready? Successful marketers are 242 percent more likely to report conducting audience research at least once per quarter. And 56 percent of my study’s most elite marketers conduct research once or more per month. So, researching your target audience is a marketing must. And not just for product development—it’s a gateway to connecting…

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How Huge Founder Aaron Shapiro Measures the ROI of Design

How Huge Founder Aaron Shapiro Measures the ROI of Design Six years ago, I launched a site to cover the intersection of advertising and technology in New York. One of my first profiles was on Huge—a small, red-hot Dumbo design agency that had worked on a mobile streaming app called HBO Go. This past summer, I caught up with Huge founder Aaron Shapiro, who has since turned his small shop into a full-services operation with thousands of employees all over…

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Why I Blew Up My Website: The Real FAQ

Why I Blew Up My Website: The Real FAQ October 11th, 2017 It’s an exciting and scary time for all of us here at Convince & Convert. Why? Because in a 72-hour period, we completely overhauled our website, launched a new editorial calendar, and rolled out a brand-new weekly audio program. Oh, and we did it while I was on vacation overseas, celebrating my 25th wedding anniversary with my wife. Because I’ve been away, I haven’t been able to tell…

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What Is a Content Audit and Why Do You Need One?

What Is a Content Audit and Why Do You Need One? Few activities in B2B marketing yield immediate results. Long sales cycles mean it can take months, if not years, for your work to positively affect business. Luckily, there is one exercise proven to help you out right away: a content audit. What is a content audit, exactly? It’s the process of tracking down and organizing all content produced by your company. There are different ways to structure the audit.…

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This Video from Universal Showcases Irresistible Video Storytelling

This Video from Universal Showcases Irresistible Video Storytelling October 12th, 2017 Social media presents a complex world for content. No longer is the value of a video, article, photo, or idea measured by the judgment of professionals, but by the engagement of the people; the value of content is determined by its ability to perform. A video featuring exemplary storytelling, quality, and passion is not guaranteed to perform. To be favorable to the all-powerful algorithms, posts must instantly resonate and…

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Why Consumers Want Brands to Take a Stand on Social Issues

Why Consumers Want Brands to Take a Stand on Social Issues Rob Holzer remembers the first time he came to Cannes six years ago after starting Matter Unlimited, an agency focusing on ad campaigns that drive positive social change. “People would sort of just tilt their head nicely and be like, “Oh. That’s nice,” Holzer recalls. “But, like, how are you guys going to make any money?” Since then, Matter Unlimited has thrived helping brands from Merck to Google to…

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Convince & Convert’s Recommended Marketing Podcasts – Week of October 9th

Convince & Convert’s Recommended Marketing Podcasts – Week of October 9th October 13th, 2017 It’s no secret podcasts continue to be a strong medium for online content, so it’s no surprise that communications industry gurus continue getting behind the mic themselves (us included). Worth a Listen offers a listen back at the communication industry’s top podcast content from the previous week. In these lists, we’ll serve up big ideas, hot topics, new perspectives, and classic best practices to keep you…

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The Science of Brand Voice

The Science of Brand Voice Whenever I talk to brand marketers, I always make sure to ask them one question: How is your content different than what your competitors create? It’s a simple ask, but I’ve noticed that people have trouble answering it. And a lot of them sound the same. They mention things like truly caring about the customers and using an authentic voice. If all companies use those goals to guide their creative process, then they’re not really…

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Recommended Marketing Podcasts: Week of October 23rd

Recommended Marketing Podcasts: Week of October 23rd October 27th, 2017 Podcasts are a great way to educate yourself. Whether you’re on the train, in the car, at your desk, or anywhere in between, this medium is an incredible vehicle for supplementing your industry knowledge. Every week, I’ll be sharing with you a round-up of some of the best marketing podcast episodes you can find, spanning the entirety of the marketing landscape. Whether you’re new to podcasts or you’re a seasoned listener, I know you’ll…

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