FIGARODIGITAL.CO.UK
ROBERT GOLDSMITH, MANAGING PARTNER AT SPINNAKER
PICTURE THIS Research shows that over 65 per
SIMON DOUGLASS, SEARCH MARKETING DIRECTOR (LEFT) AND MATT EVANS, SENIOR SEARCH EXECUTIVE (RIGHT) AT PANCENTRIC DIGITAL
GIVE THE PEOPLE WHAT THEY NEED Content should always be a part
of your marketing, just as it was long before the advent of the internet, but the infl uence of content has shot through the roof. Businesses are now adopting a more expansive and engaging approach to their marketing campaigns, to match the decreasing attention span of the average user. Having interesting, relatable content will often set you apart from your competitors, especially in industries where you think content might not apply. Your competitors will think the same and that’s where you can make a difference.
How can brands target their content
DOES YOUR CONTENT
ANSWER THE QUESTIONS USERS ARE ASKING?”
more effectively? It’s all about user feedback. With the Google Hummingbird algorithm update of 2013 it’s clear that the online focus is more about fulfi lling needs and answering questions. Does your content answer the questions the user is asking? Tracking internal search and social media listening are both more crucial than ever. Social media gives us a
totally unique approach to customer insight. We can see what users are asking and the recommendations they’re making; that sort of personal data can’t be found anywhere else. Listening to the right areas and platforms is key. From there it’s about
how you respond to conversations. The connection between content and SEO is stronger than ever and arguably the strongest relationship anywhere in your marketing armoury. Both need each other to survive; most content is found via searching, and your search content needs to drive performance.
pancentric.com
cent of the population is more naturally attuned to visual learning. The 20 per cent of us who are kinesthetic learners (those who prefer learning through touch and interaction) are also motivated by visual stimuli. Add to that the fact that 90 per cent of the information that comes to the brain is visual and that we process visual stimuli 60,000 times faster than text and it becomes clear why visual information is key to learning. No surprise then, that it’s also the centrepiece of successful online marketing. Facebook statistics bear this out. Videos are shared 12 times more than links and text posts combined. Photos are ‘Liked’ twice as often as text updates. And according to ROI Research, 44 per cent of people are more likely to engage with brands when they post pictures. When it comes to effective visual
content, be authentic – real life delivers so much more than contrived fi ction. Get the tone right. Fun, edgy and unusual content shares best. Encourage participation. Simple engagement is a great way to encourage sharing. Be distinctive in terms of style. And, of course, make sure you tell a good story.
spinnakerdirect.co.uk
40 issue 20 january 2014
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