Tag Archives: CTR

St. Lucia September SXSW: Content Marketing Example

[nzs_heading heading=”2″] The Search for Great Content [/nzs_heading]

It’s always great to find content that is genuinely entertaining and of particular interest. This is content that is serving its purpose. The video is an owned media digital asset strategically created in conjunction with several brands, among them Embassy Suites Hotels, SPIN, & SXSW.

As a fan of the Brooklyn-based, St. Lucia, I was browsing some live recordings and came across “September”.  It took place during SXSW, but was actually recorded inside Embassy Suites Downtown Austin & produced by SPIN. The YouTube account is the official account of Embassy Suites Hotels.

This is a great example of content marketing. It is serving its purpose as original content with most definitely a positive ROI.

From the brand’s perspective, it is driving targeted impressions to an accurate target audience. There probably was a bunch of clicks coming through to SPIN from this video of interested consumers searching for more content. From Embassy Suites’ perspective, the content serves as a unique video asset that will gain views & send traffic to Embassy Suites. Random? Not really, there is a lodging component to almost everything. Because of the demographic, a significant number of viewers will likely stay in a hotel. Embassy Suites is now on their radar because they hold concerts for some of their favorite bands in the actual rooms.

[nzs_heading heading=”2″] No Annotations? [/nzs_heading]

It is interesting to note that there are no YouTube annotations (a hyperlinked text or graphic within the video). This is likely the case for two reasons: branding or lack of strategy. These are strategic links links that send more traffic to a site.

From the consumer’s perspective, this YouTube video is exactly what they wanted (for the most part). If you were searching for a live version of “Septemer”, you would likely enjoy this. The consumers are then coming across these brands, perhaps for the first time, in a positive environment. An ideal situation compared to consumer frustration when something annoying can happen; irrelevant banner ads and pop-ups.

[nzs_heading heading=”2″]Great Content=Unlimited Links![/nzs_heading]

Bottomline, this content passes two important questions that should always be asked when creating content for a brand (along with many others). The content is entertaining and of particular interest. Live music is usually entertaining and the interest  involves aspects of all parties; St. Lucia is a rising band, SXSW is a major festival, SPIN is a popular webzine.

Last but not least, when your content is REALLY GOOD, you can get mentions like the blog you’re currently reading.

(I debated giving an editorial link to Embassy Suites Austin Downtown, but i’ll just leave this here…)

Twitter Cards, Inline Images & the SEO Impact

With over 232 million active users, Twitter is one of the top social media platforms and a component of many digital content marketing efforts. It is an advertising platform as well as a tool for organic search.

How do marketers gain the most utility from their Twitter efforts?

Besides tweeting great content in a timely manner and connecting with influencers (which requires skill), it’s easy. Make sure to use the html markup for twitter cards and post images within Twitter vs. a link or an auto-generated tweet from another social media platform.

What are Twitter Cards?

Twitter cards are html meta tags added to a particular website so that a rich snippet is attached every time an end user presses the tweet button on web content with share buttons. This adds additional content to the tweet besides the 140 character limit.

See all that additional stuff? It makes you look at the tweet just a little bit longer. Long enough for someone to read a tweet, visit the linked website, and convert. According to Twitter, these cards will send engaged traffic to a website or even an app. Most marketers generally want their followers and other Twitter users that stumble across their tweets (via optimized hashtags) to get off Twitter and head to their site. You want more people in re-marketing pool for display advertising at least!

There are several varieties of Twitter cards for different content marketing initiatives:

Twitter Card Example Types

After adding the metatags to the website (there are plugins for WordPress that will automate), one must validate through Twitter.

How to use Twitter Inline Images?

Pictures are another way to capture attention with additional elements besides the 140 characters. Twitter is making a strategic move to limit other picture content on its platform. The only images that are able to be seen directly within Twitter are those uploaded through the site. Auto-generated tweets of pictures from Facebook, Instagram, or anywhere else are only visible as links.

Belle Cooper wrote a blog on some data behind use of inline images. The results are clear; inline images within tweets increase engagement. In these case more re-tweets which means more targeted impressions for content.

Inline Images within twitter data

 The SEO Impact

Social media and search are merging. Twitter cards and inline images are an example of a social media platform developing new technologies as tools for digital marketers to share their content and draw end users to engaging websites.

From an SEO perspective, lack of Twitter cards and zero use of images is a fail when it comes to social efforts on the platform.

Twitter is creating new ways to engage with an audience with empirical data indicating their effectiveness. Implement them now.

 

Google AuthorRank & Google+ As The New Facebook?

authorrankWe all know Facebook. It is the most popular of the social networking sites with 1.01 billion users as of September 2012. Facebook’s IPO was disappointing, but has recently begun to gain momentum because of new product features and increasing revenue.

Google+ is still new to many of us. As of September 2012 there were 100 million active users and 400 million accounts. Facebook clearly has the number advantage but after some time on the platform, one can see that they both offer similar features. Status updates, picture sharing, messaging, and events are all commonplace.

It will be hard for all of Facebook’s billion plus users to forget about their profile. However, there is an incentive to jump on the Google+ bandwagon as soon as possible; especially for businesses.

Continue reading Google AuthorRank & Google+ As The New Facebook?