Content marketing should be central to your website

http://www.grahamjones.co.uk/2015/blog/blogging/content-marketing-should-be-central-to-your-website.html

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The Big UK Content Marketing Benchmarks Study

The Big UK Content Marketing Benchmarks Study 2015

http://grahamjones.co.uk/2014/multimedia/infographics/the-big-uk-content-marketing-benchmarks-study.html

Get writing – people prefer articles

Businesses say articles are the most helpful form of content

If you want to engage business owners and executives you had better get writing. New research shows that the most “helpful” kind of web content is the written article. Indeed, it is deemed ten times better than social media and 14 times more helpful than video. Yet, everywhere you go these days people are telling you to record video, produce podcasts or to Tweet like crazy. After all, if Robbie Williams Tweeted and video blogged his way through his new son’s birth, it must be something people want. Right? Well, not according to this study.

Chart showing various types of content and their perceived usefulness

The study shows where you should be putting your business priorities in terms of content production. Articles, reports, white papers and newsletters are the top of the tree. Notice too that people distinguish between blog posts and articles. It seems that  blog posts are perceived as short updates, whereas articles are obviously longer. This ties in with another recent study which showed that the most valuable length of content is around 1,600 words – much longer than the typical blog post. Google is also now highlighting “in depth” articles on search results pages because its own research has shown that such items get more clicks.

What all of this data tells us is one thing – people want in-depth material. They perceive social media and video as more superficial. Furthermore, the vast majority of online video is entertainment and is not generally useful to business.

There is another reason why people want long written content and that is involved with the psychology of risk reduction. We are constantly seeking to reduce our risks; it is a natural survival mechanism. When it comes to business, though, we still are risk averse and so we seek as much information as possible before making a decision. Furthermore, people want documentation to support their decision, so that should someone criticise them they can weigh in with all the “evidence”. If all they had was a Tweet or two and a couple of videos they fear they would get laughed out of the job.

Long articles, white papers, reports and so on help with this risk aversion. They provide evidence to support the decisions made and they also help inform those decisions because of all the detail they convey, thereby lessening the perceived risk.

If you want to engage with more business people, then more time spent writing will pay off.

http://grahamjones.co.uk/2014/blog/web-business/get-writing-people-prefer-articles.html

The Power of Visual Content

The Power of Visual Content

http://grahamjones.co.uk/2014/multimedia/infographics/the-power-of-visual-content.html

Is email marketing successful or just plain easy?

Email marketing continues to be the “number one” – but why?

Email marketing is constantly being rated as the “number one” method of marketing by online marketers. There are dozens of surveys and studies which show that marketers rate email marketing as their most successful method of gaining business. There is plenty of research which shows that email marketing generates more sales and more leads than other forms of internet marketing.

However, a new study shows an interesting twist to this long-held belief. It turns out that marketers rate email marketing as the easiest form of marketing.

Graph showing that email marketing is considered to be easy

This suggests that there is a vast amount of email marketing going on simply because marketers find it easy to do. And with large volumes of email marketing happening you are likely to find it is more successful than other forms of digital marketing, simply because of the impact of the volume.

Marketers rate social media as the most difficult form of online marketing that they do. They rate this as their fourth most effective kind of marketing.

When you consider other elements of marketing which they also find difficult, such as SMS marketing or marketing through ecommerce channels, you can see that things rated as more difficult tend to be rated as less effective.

This suggests that people may be finding data that confirms their beliefs. They believe email marketing to be easy and so the data they find backs up it is successful. In other words, people tend to find what they are looking for,

Independent analysis, by firms such as HubSpot, shows that content marketing is by far the single most successful online method of generating sales. Yet, marketers believe this is one of the least successful elements, behind email marketing, a website, SEO and social media. But they also rate it as one of the most difficult kinds of marketing they do. They don’t rate it as that successful because they find it hard to do.

What this data suggests is that email marketing might not be the “holy grail” it seems. It might just be that people find it easy and therefore reckon it is valuable.

Sometimes, a business benefits when you concentrate on the more difficult tasks, rather than the easy ones. Just because it is easy and it produces results, does not mean that email marketing is better than something else, such as content marketing which is more difficult to work with. Don’t let a marketing task’s difficulty fool you into believing it will not be successful. We might be being fooled into believing that email marketing is the most successful form of online marketing, when in reality what we are actually measuring is its ease of use.

http://grahamjones.co.uk/2014/blog/email/is-email-marketing-successful-or-just-plain-easy.html

What Kind of Content Marketer Are You?

What Kind of Content Marketer Are You? #infographic

http://grahamjones.co.uk/2014/multimedia/infographics/what-kind-of-content-marketer-are-you.html

8 Elements of a High Performance Business Blog

Top 8 Elements of a High-Performing Business Blog (Infographic) - An Infographic from Digital Marketing Philippines

http://grahamjones.co.uk/2014/articles/blogging-articles/8-elements-of-a-high-performance-business-blog.html