May 28, 2019
Hey, it’s Stiles from Brand Content Studios and here’s your Content Marketing Quickie for the week of May 28, 2019.
-Some people are mad at Mailchimp. People get mad sometimes when change happens. Then some people get mad when they need change at a toll booth and can’t find any. It’s a real no win situation. But Mailchimp wants to be more than just an email marketing platform now. They want to serve small businesses in just about every way small businesses need to be served. They teamed up with Square to offer shoppable web pages. They broke up with Shopify amidst rumors they’re going to develop and roll out their own ecommerce platform. They’ve introduced a CRM, a tool to build websites including buying your domain, and, here’s the part that has some people angry, a new price structure in which you’ll get charged for all your contacts, not just your subscribed ones. I mean there’s some grandfathering for people already on plans but nothing last forever grandpa. Darcy Kurtz at the chimp says, “We have the permission and credibility to play in this space.” The CRM gives you what you’d expect, you can store data there, see your customers and prospects, segment those peeps for messaging, even see a customer’s lifetime value based on engagement data. Gee, I wonder what my lifetime value is. Other tools “smart recommendations,” which makes recommendations based on user data using…the magic phrase everyone’s required by law to use now, AI. You can now even retarget with Facebook and Instagram ads like you already could for Google. But wait there’s more, it’s also a social media manager, you can do your organic posting on Mailchimp. As for the bacon, the green, the scratch, even the free version comes with the CRM, smart recommendations, starter templates and automations. Then if you want custom branding and a/b testing it’s $9.99/month. Other plans go up to $299.99/month, wow, that’s less than $300, which gets you phone support and advanced segmentations.
-How are Millennials going to feel when we stop talking about them? Well they’ll probably feel like Boomers – getting shoved closer to the “they don’t matter” column. But they better get their existential selves ready because now the talk has started to shift to Gen Z. Gartner studied them like little lab rats raised on the Wiggles and found out cool things like they’re 1.5x more likely to follow a brand if that brand puts out content that boosts their image. That’s right, you’ve got to pay attention to their image, because while other generations worried about fitting in, Z’s are savvy self-branders and self-marketers. Plus, they are true digital natives, so they aren’t awed by technology just for the hell of it being newish, they expect the Internet and social media to serve their perceived needs. 81% of them follow friends online but guess how many follow brands. About 30%. When they do look at social content from brands, they want it to inform and inspire them. Again, they take social media seriously, but mostly as a way to project the image of themselves they want to. Lots of likes on their posts makes them feel better. So let’s get back to that informative and inspirational content. It’s got to be that if they’re going to share it. The study says it has to interest or excite them; make their friends laugh; or express how they’re feeling. You can get them as loyal customers, but they’re going to drive that relationship, not you. But to do that you have to find them, which isn’t easy because they change social media apps like Disney changes their classic movies. Some other things that will help you make content for them, root it in their top personal values, which are identity, creativity and passion. And you can capture attention by taking a stand, as long as they agree with that stand. Finally, there’s not that much difference to them between their digital and real worlds, so you need to meld the two as much as you can.
-If Google’s SEO Myth Busters podcast was willing to tell you the top 3 SEO factors to focus on, would you want to know what they are? Fine, I’m going to tell you thanks to Webmaster Trends Analyst Martin Splitt. Factor #1 – Your content serves a purpose for the user. It’s about something they need or want. Use phrases people would use when searching for that thing, which means you B2B people should calm down with the jargon that impresses only you and talk like a non-tech management level person would talk. Factor #2 – Meta Data. Ooo now you’re getting excited aren’t you? This is what creates the little snippet that shows up under your entry in the search results. By itself, it’s not a ranking factor, but what you put here will convince people to click your entry, or not.
Make sure the titles and meta descriptions are unique and specific about that page, copy and pasting or default content is not such a good idea. Factor #3 – Hopefully, you feel the need, the need for speed. How fast your pages load isn’t more important than other things, you can be slow and still rank well – that’s how I got out of high school, but it matters. Best way to approach it is it’s an SEO factor, but it’s got nothing to do with the ranking algorithm itself. There you go, tips right from the Google’s mouth.
-And quickly squeezing another one in, a survey by Yum Yum Videos says 87% of small business owners are quite happy with their ROI from video marketing. Use of video marketing is still going up. 21% are going to do it for the first time this year and those who’ve done it are likely to invest in it again. In 2019, unless these owners are lying, 67% will make more than 3 videos, 34% will make 3-6, 19% will make between 6-10, and 14% of Quentin Tarantino wannabes will make more than 10. Great. What are those videos likely to be? Well since 95% of online consumers have watched at least one explainer video, that’s the top choice for 80% of businesses who believe it also brings in the best ROI. They’re going to put these videos mostly on social media, specifically, in order, YouTube, Facebook then Instagram. The most small business owners, 66%, said it’s video that will have the biggest impact on their strategy this year. But just in case you hate videos, some other formats made the list, including eBooks, infographics, blog posts, and yes, podcasts.
That’s the Content Marketing Quickie for this week. This has been going on long enough that I can ask you to take a minute and review me on whatever platform you listen on. I won’t even tell you what to say. You’re a content marketer, you’ll think of something. Back next week.