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sifat
Feb 15, 2022
In Fashion Forum
No matter what kind of digital marketing you engage in, you’re going to need great content. Great content doesn’t involve plugging your products endlessly. Instead, it offers real value to people – and most importantly, it serves a purpose. Defining content marketing When you have great content, your customers will look forward to receiving it – whether that’s via a new video uploaded to your website, a funny email, or an informative blog post. They will want to spend time with it and share it with their friends. This positive sentiment, in turn, can be great for your bottom line, as it usually leads to better customers who are loyal to your brand. So it makes sense to ensure that content marketing is at the heart of all your marketing tactics. Let’s dive straight into the world of content marketing and what it can do for your business. We start with a definition of content marketing. Content marketing is the creation and sharing of content in different formats such as videos, blogs, and social media posts, to build interest in a product or service. It is becoming increasingly important for marketers to understand content marketing and to know how to use it effectively. The rise of ad blockers, algorithms, private social, and many other factors is increasingly limiting our ability to reach consumers. However, content marketing cuts through these barriers, because it is centered on creating written and visual assets that have a genuine and intrinsic value to people. This requires a change of thinking for many marketers, because it doesn’t feel like marketing. And this is precisely why it works. Purpose of content marketing The purpose of content marketing is to drive both inbound customer engagement and organic searches (using search engine optimization, or SEO) from a defined audience, which can then be nurtured to convert into valuable customers. Content is strategically created or curated, and distributed in key locations across the internet to attract customers to your website. What is Inbound marketing? But what exactly is inbound marketing? Well, it’s a strategy where brands use content marketing to attract customers. The key driver of inbound marketing is consumer intent as potential customers actively seek out the brand’s content. As a result, consumers are more engaged and open to taking action than if the brand were to communicate with them when they are not actively interested. What is Outbound marketing? Outbound marketing, on the other hand, is when the brand pushes its messages out to as many people as it can within a target audience. The brand believes that this audience is a good match for the product or service being advertised. Of course, consumers might not be interested in the product at that particular time! So outbound advertising is generally less effective than inbound marketing at driving action. What is a content marketing strategy? Content marketing drives valuable search traffic and social engagement. These in turn can increase the number of valuable actions taken by your audience. To create a successful content marketing campaign, you first need a strategy! This sets out the objectives and scope of your project. It keeps everything on track while providing a roadmap outlining the different aspects of your campaign. Applying funnel techniques You can use the conversion funnel as a guide when planning your content marketing strategy. This enables you to map your content to key decision points in the consumer journey and address their needs. The conversion funnel helps you understand the consumer journey by tracking the different steps a typical consumer would complete on the way to taking a valuable action, such as a purchase, sign up, or contact request. Content marketers should use funnel insights and knowledge to drive more valuable customer engagement. In order to apply funnel techniques to your content strategy: Begin with awareness content for the top of the funnel to get the word out there. Create consideration content for the middle parts of the funnel, when people are assessing options in the market. Produce high-impact conversion content for the bottom of the funnel. This drives people to take action. Create retention content for past purchasers to turn them into repeat purchasers, or even brand advocates. It might also be worth creating re-engagement content for people who’ve dropped out at different stages of the consumer journey to entice them back. Where appropriate, marketers can use what is known as hero content as part of the funnel. This is high-value content that aims to drive brand awareness. Although it is created less frequently, it can cause a brand’s message to go viral! Examples of hero content include research studies, high quality infographics, e-books, and highly unique and desirable audio/video (AV) content such as exclusive videos or podcasts. Content Marketing: How to Create great and distribute great content What is a content strategy? So why develop a content strategy? Well, there are a lot of moving parts in a content strategy. Clearly, it’s a useful document to create to get buy-in and sign-off from stakeholders. It can also act as a roadmap for the project itself. And it can be referred to when queries arise and can be adapted to suit the changing needs of the campaign and audience, as required. A content strategy ensures content is developed for purpose by: Defining your objectives, KPIs, budgets, and audience personas Capturing your brand or campaign story Detailing production pieces, such as formats and timings Outlining distribution channels Measuring the performance of your content in terms of business impact and KPIs Key considerations when developing a content strategy Take into account these key considerations, dependencies, and constraints when developing a content strategy: Scope of production: Identify the type and quantity of assets and formats you plan to deliver. Timeline for production: When will you deliver each part of the strategy? Plan your timeline carefully and ensure you’ve allowed enough time for each stage of production. Budget and production resources: What is required in terms of money and people to deliver your content efficiently? Upstream dependencies: What has to happen for the Photo Editing Services strategy to progress? Try to identify any potential issues in advance and put a solution or alternative plan into place. Downstream dependencies: What must the strategy deliver for something else to progress? Risks: What could happen to derail the plan? Factor in some contingency time for unexpected delays or complications. It takes time to plan and execute a content marketing strategy effectively. Because there are many moving parts, you’ll need to be flexible and ensure your strategy is agile. Can it evolve in response to changing business objectives, KPIs, and performance? More than any other discipline, content and asset production takes time and money. So, in order for the strategy to succeed, you must understand the full requirements to deliver on your plan from the beginning. What is a buyer persona? One tactic that content marketers can use to develop a successful strategy is to develop buyer personas. A buyer persona is a snapshot of your ideal customer. You need to know as much as you can about the behaviors and attitudes of your ideal customer, in relation to the objectives you have set for your content strategy. This can then help you to focus on creating the most engaging content for your customer.
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sifat
Feb 15, 2022
In Fashion Forum
Once upon a time, gamers were seen as schoolyard outcasts, work-shy dreamers, and lone rangers who struggled to fit into the real world. But now the old stereotypes are dead - from older women to athletes, kids to accountants, everyone is enjoying gaming now. Our world is rapidly becoming a gamer’s paradise, what with artificial intelligence (AI), augmented reality (AR), and mobile marketing growth. Tech Jury estimates that the gaming industry will be worth $257 billion in 2025. For years, the gaming industry has been an enigmatic challenge that many marketers have failed to crack. In a niche space where revenue was intrinsically linked to the launch dates of major games, marketing in the gaming industry has traditionally been an unpredictable, frustrating venture. Until now, when we are seeing 2.5 billion around the world playing games, across all demographics. The big question for marketers is: how can you tap into that and maximize your own brand’s visibility in the uber-competitive gaming industry? As you’ll soon see, the answer lies with gaming influencers. Gaming Influencers Aren’t Just Playing Around Influencer marketing is no secret, as major brands from all industries are piggybacking on the reputation of social media celebrities on a variety of platforms to reach wider audiences. All it takes is the right partnership with a relevant player, and your product can go stratospheric. Social influencers can make thousands of dollars with a single post, and those with large audiences are capable of raking in $250,000 or more – and this is especially true with gaming influencers on YouTube and Twitch. Many of the biggest influencers in the gaming industry started out like any average teen gamer, going square-eyed into the small hours of the morning despite protesting parents. The Secrets to Marketing in the Gaming Industry Some may say that gamers are lazy and should get a real job, so it was quite fitting when the energy drink, Red Bull, teamed up with probably the most popular gaming influencer in the world, Tyler “Ninja” Blevins, to release limited edition Red Bull Ninja cans. Presumably, they give him the energy to continue making a fortune playing video games. Along with YouTube, the biggest stage for influencers in the gaming industry is the hugely popular streaming platform, Twitch, where members can hook up their console, computer or smartphone to stream live videos of themselves while playing a game. While there are some ever-present influencers, like Ninja, Shroud and PewDiePie, there is also fierce competition. With global audiences and a constant battle for supremacy, gaming influencers present an abundance of marketing opportunities. So, how can you crack it? 5 Ways to Leverage Modern Marketing in the Gaming Industry According to a 2021 survey, 227 million Americans were playing video games, an increase in no small part due to the effects of the pandemic. Even though it’s gone mainstream, many marketers still find it tough to connect with people. But it’s not as complex as you think. Instead of looking for new-fangled ways of engaging people, you just need to leverage what we already know about modern marketing and about marketing after Covid-19. By looking at five key reasons for the growth of the gaming industry, we can see parallels with the growth of digital marketing as a whole. Once you understand this correlation, it’s much easier to tap into the potential of the gaming industry. 1. The World is Mobile-Mad Just consider these stats: Mobile games contribute 51% of the entire global revenue from the gaming industry. (Go Globe) Mobile gaming industry revenue is higher than the GDP of Costa Rica. (MediaKix) US gamers aged 18-35 play mobile games for 48 minutes every day. (Variety) This is a massive, readily-engaged market for companies to target. By pairing up with a gaming influencer that is relevant to your brand and products, you can quickly build brand awareness and boost leads. The perfect example is the game, Brawl Stars. The creators, Supercell, teamed up with 10 influencers to promote the game pre-launch, helping them acquire 5 million registrations after announcing the release date. Since then, the game has been covered by many other influencers and is now the most played mobile game on YouTube. 2. Women Are On the Rise Where once the typical gamer might have been an acne-ridden boy in a basement, it’s now just as likely to be an older woman. Today, 45% of gamers are women and girls. In fact, the most avid mobile gamers are middle-aged women. How’s that for a paradigm shift? For brands who want to start marketing in the gaming industry, this is great news. The massive numbers of Gen Xers and Millennials online offer companies partnerships with people who actually have disposable income. The YouTube duo, Rose and Rosie have a following of over 1 million on their page Rose Ellen Dix, which touches on lifestyle topics like relationship advice and LGBT issues. They have managed to leverage this following to promote their other page, Let’s Play Games, where Rose and Rosie do game walkthroughs and explore games on a live stream for their loyal audience. While many male gamers gravitate towards battle games and car racing, companies who align themselves with women’s interests may find partnerships that come with a more diverse audience. 3. Video Content is King The rise of video marketing goes hand-in-hand with the growth of the gaming industry. Video content gets more engagement and influences more consumers. Studies from Smart Insights assert that video content will account for 82% of all the data traffic in the world by 2022. Gamers happily while away hours watching gaming videos, with most gamers on YouTube, Twitch and other platforms spending more time watching others play. But they aren’t just watching anybody - they want to watch gaming influencers in action. Gamers can follow top influencers to learn tips, discover new games, and fall deeper in love with their greatest obsession. The undisputed kingpin is a Swedish gamer, Felix Kjellberg, who goes by the moniker, PewDiePie. Despite some unfortunate racial slurs that cost him a partnership with Disney, his 110-million-strong following continue to tune in for his videos. 4. For Cloud Computing, the Sky's the Limit When Amazon swooped in and acquired Twitch for a cool $970 million in 2014, many wondered how the gaming platform would fit into Jeff Bezos’ plans for world domination. As the cloud computing market has since blossomed, the answer became obvious. After buying Twitch, Bezos launched Amazon Web Services in a clear statement of intent, but Amazon is certainly not in an echo chamber. Rival digital giants have joined the fray, causing massive disruption to the traditional gaming console space once monopolized by Sony PlayStation and Microsoft Xbox. Microsoft has been working on their cloud gaming service, Project xCloud, as has Meta with Facebook Gaming. Cloud gaming has steadily become a juggernaut, with the global sensation Fortnite being instrumental in the explosion of the online gaming industry, followed by other cross-platform games like Animal Crossing, Battle Royale, and Roblox. For a gaming influencer, streaming live content Philippines Photo Editor is an important part of the job. As such, the continuing growth of cloud services will pave the way for many lucrative partnerships and promotions in the years ahead. The Secrets to Marketing in the Gaming Industry 5. Brand Integrity is Inspirational When Social Point Games wanted to promote their game Monster Legends, they opted to partner with Mark Fischbach, aka American YouTuber Markiplier. Fischbach had a charted history of using his influence for good, with several livestream campaigns raising thousands for needy causes including Save the Children. With over 30 million subscribers he certainly qualifies as an influencer. This proved to be a smart move by Social Point Games, as the company and the influencer were a perfect match. The company was well aware of the value of social consciousness in the modern era, understanding that almost 90% of consumers will switch brands based on a connection with charitable causes or efforts. When Fischbach announced he would donate $10,000 to the Miracle Foundation charity, many people were keen to check out his review of Monster Legends. Every company wants more brand awareness. If you can create awareness for a good cause during your marketing campaign, your brand will quickly gain a sterling reputation that people gravitate towards. It’s the cheat sheet you need to establish trust with potential new customers.
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