Mar 25, 2019
Hey, it’s Stiles from Brand Content Studios and here’s your Content Marketing Quickie for the week of March 25, 2019
-Don’t worry everyone, the stability of the world and the validity of news and information is safe in the hands of Generation Z. Naw, I’m just kidding with you. We are completely doomed. Now you’d think with all the garbage Facebook and Twitter have gone through, all the scandals, all the suspicion, all the shady stuff, all the content censoring and manipulation, all the dropping stocks…you’d think that social media would be about the last place you would go to get trustworthy information. Nope. Not Gen Z. Comscore says they lead the way at 55% in turning to social media for their primary source of news. That might be because social media has totally consumed their lives and they see it as the only way one would get information, or maybe they just like what they’re seeing on it and are loving the echo chamber. Colby Atwood at Borrell Associates said, “They believe if it’s important enough, the news will come to them.” And social is what makes that happen. So that’s terrifying. If they rely on the news “finding” them, they’re relegating themselves to being like undiscerning hogs that gobble up whatever slop someone pays to dump in front of their snouts. As you go up the line to Millennials, Gen X’ers and Boomers, the trust in social media seems to go away with age and maybe wisdom. But here’s where none of them seem to be going to get their news, portal sites like MSNBC and Yahoo! Gordon Borrell also talked a bit about what they call the overpopulation of media, saying there’s got to be a shakeout, a thinning of the herd coming soon. They point out there are still 2 newspapers or weeklies for every county in the US, over 10,000 radio stations, 4 class A TV stations for every TV market, over 1,000 cable channels, 660,000 actively produced podcasts – now I feel guilty for making this one, 495 new TV shows that debuted last year. But you think your prospects are going to spend their time with your kick ass white paper instead. Bless your heart. Our world today is an overwhelming glut of content of questionable value and quality getting feverishly pushed out in a growing and chaotic number of ways. Wow, what is a brand to do as audiences keep dispersing and diffusing like our ever-expanding universe? Borrell says they’re using fewer companies to buy more kinds of media, that’s what. 90% of advertisers are hedging their bets by bundling traditional and digital advertising. I’m going to assume you’re starting to see just how powerful the ability to build and hold an audience is, right?
-Well if social media is our destiny for how future generations get their information, better buy some video ads on social media right? eMarketer says social video ad spending in the US, hey that’s where I live, should reach almost $14.9B in 2021, up 44% from 2019. That’ll mean social will account for almost one third of all video ad spending. And what a spending spree we have going on where video ads are concerned. That’s expected to go up 62.1% between now and 2023. Who stands to gain the most from that spending? Facebook and YouTube. Makes sense, because those are the platforms video viewers prefer according to AudienceProject. YouTube gets 90% of viewing, Facebook 60%. But eMarketer also found Twitter and Snapchat won’t do bad in that video space either. Twitter’s US video ad revenues will pass $1B two years from now. Why is all this happening? Because video works. Don’t tell anybody, that’ll just be our little secret. Brightcove says 76% of adults in the US, UK and Australia bought a product after seeing a video and 66% of Millennials engaged with a brand after watching a video on social.
-Want to be a trustworthy B2B brand? Then how about listening to what B2B marketers say are the main things they do or don’t do with their content that helps them build trust? Vennli went around asking them that question and here’s what they learned. First of all, if you’re posting a lot of data from Gartner and Forrester and all those guys, you might think that’s helping you because these are all well known, well respected names. Turns out you’re right, they are well known and well respected, but the trust people have in them doesn’t necessarily translate into your readers having trust in you. For instance, I’m telling you about this survey by Vennli, but that doesn’t mean you trust me. Good move, because I’m a very suspicious character. Vennli’s CEO Marty Muse says B2B brands should worry less about 3rd party articles and make their own content that doesn’t deal in industry vagueries but speaks right to their prospects’ pains and needs. As for the best tool to do that, 57% said brand content is the best way to build trust. Then comes a strong social media presence at 44%; TV/print/digital advertising at 40%, and customer references or testimonials at 40%. What ranked closer to the bottom? Well we already mentioned analyst reports, but that was followed by word-of-mouth and press coverage.
They went even further to find out what kind of brand content drives the most trust in a B2B brand. The winners were sales support documents, followed by case studies, customer support documents and videos.
-Yeah, you might be making content. Might. But are you making content that’s worth anything or is it just adding more low value noise to the ocean of low value noise? Media Update’s Jenna Cook has 5 things you can think about and grade yourself on that I thought was…well kind of elementary, but it makes a lot of sense and an absurd number of companies don’t do any of this so off we go. 1. Is it original? If others have the same kind of thing you’re putting out there and there’s nothing entertaining or distinctive about your host or brand voice…congratulations, you’re not special! 2. Is it relevant. You hear that word a lot but it boils down to, do the people you’re sending this to really care? I mean, really care. Is it concise? I don’t call this the Content Marketing Quickie for nothin’. Is it consistent? Content comes at such a high pace and volume now that your one and done piece of content will be forgotten like, 5 minutes ago. You build an audience by getting them addicted to what you’re putting out. And finally is it actionable? Did you seriously not think to tell your audience what you wanted them to do with what you just gave them?
That’s the Content Marketing Quickie, you should know by now if you hate it or want to get it every week, so subscribe or give it some word of mouth…which we just learned doesn’t lead to a lot of trust. And we’ll find out what happens next week!