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4 Good Examples Of Click-Worthy Native Advertising Model

native-advertising-model

Native ads have been a hot topic over the last couple of years among marketers for good reason.

Native advertising model aims to connect the gap between content marketing and traditional advertising, because advertisers use content they created, design it and promote it in a way that resembles the platform on which the content appears, providing a seamless transition between editorial and advertisement. This can also be cause for concern as the lines between editorial and advertising blur.

Basically, there are six native advertising units. These units include in-feed and paid search units, recommendation widgets, promoted listings, IAB standard ads with “native” elements and custom units. They are easily found throughout the Web, if users know what to look for. However, not all of these ads are click-worthy. Find out what makes a good native ad compelling and worth of a click by checking out four examples of these units below:

1. LovableDoggie

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Native Ad Unit: Promoted Listing
Brand: LovableDoggie
Why it’s Click-Worthy: When searching for “dog shampoo” on Etsy, the e-commerce site turns up more than 600 results. The top three results, however, are all native advertisements. Each one of these ads (including the one from LovableDoggie) are click-worthy not only because they are displayed for a targeted and relevant search, but also because they are the top search results served, which typically results in more clicks for advertisers.

2. JustFab

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Native Ad Unit: Paid Search
Brand: JustFab
Why it’s Click-Worthy: Unlike Zappos and ShoeDazzle, JustFab’s paid search advertisement features a star rating. Ratings are typically seen as a trust symbol by consumers and could be the difference maker when consumers are choosing a search result to click.

3. White Castle

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Native Ad Unit: Custom
Brand: White Castle
Why it’s Click-Worthy: White Castle’s ad is click-worthy because it is featured within a Pandora user’s rotating music carousel. By being neatly positioned next to the song that is currently playing the user experience isn’t interrupted, yet users still have the ability to click on the ad to learn more. Moreover, the ad makes its presence known to users who have Pandora playing in the background because it is accompanied by a brief audio advertisement between songs.

4. GrubHub

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Native Ad Unit: In-Feed
Brand: GrubHub
Why it’s Click-Worthy: GrubHub’s ad is click-worthy because it actually doesn’t look like an ad at all. The ad is essentially content being promoted by GrubHub that is positioned within Buzzfeed’s main content stream on the publisher’s website. Even with the “promoted by” label, users are more compelled to click on this content because it resembles the other content, in both the look (thumbnail image, text size, etc.) and feel (using an editorial-like title) of the other Buzzfeed articles.

The Periodic Table Of Content Marketing (Infographic)

Want to create a new content marketing campaign? Then this periodic table might be useful for you.

There are eight important areas that you need to pay attention:

1. Strategy

The right strategy is the fundamental key to success. Careful planning and focus is essential. You need a clear strategy, mapped to your long-term business goals. If you don’t have one and need some outside guidance, hurry up and find one that suits you and your business.

2. Format

Content comes in many different shapes and sizes. Note that you can use multiple formats for a single piece of content. Do an experiment. Write a blog post to support a visualisation or produce a video and slideshow.

3. Content Type

These are based on the common types of content that work well for our business. Many of them will work well for your brand too. Sometimes you’ll use multiple content types for a single piece of content. You could categorise this periodic table under a few different types.

4. Platform

These are content distribution platforms. You might own some of these (e.g. #59, your website). Others are social networking sites (your own, your network or third parties). All of these help spread the word about your content.

5. Metrics

These help you to measure the performance of your content. For the purposes of brevity, we have largely grouped these metrics together.

6. Goals

All content should support your primary business goals, whether that’s to generate lots of traffic, or to sell more, or to increase brand awareness. Focused content will tick a few of these boxes.

7. Sharing Triggers

This area contains various items that trigger people for sharing content. Think about the emotional drivers behind sharing, and make sure the content you create makes people feel something.

8. Checklist

You might want to review this part periodically. Errors need to be fixed, and all content should be properly optimised (for search, for social, and to support your business goals). Be diligent and you’ll get the best content strategy ever.

the-periodic-table-of-content-marketing

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Click here to download the Periodic Table.

2015 Content Marketing Tools: A Complete List

content-marketing-tools-list

 A few marketing experts in the Internet business have attempted to put together comprehensive collections of content marketing tools, still each of these attempts to have fallen short in one regard or another.  Some have been limiting in the amount of tools they covered, while others have been comprehensive but have not grouped the tools together in an intuitive manner. In today’s post, we will try to give a rather comprehensive list of useful content marketing tools that you might find useful to support your business. We classify each tool into 32 clear and distinctive categories, so you can go for them directly whenever you need. We’ll start our list with:

1. Website Analytics Tools

  • Webtrends – This digital marketing company offers tools for measuring and optimising digital campaigns. Webtrends offers analytic intelligence including customer intelligence and behavioral segmentation, targeting and scoring, and more.
  • Mixpanel – Instead of measuring pageviews, this analytics tool measures actions such as searches or shares to gain greater insights into user behavior.
  • Woopra – Using real-time stats that can be broken down to an individual-level view, Woopra helps brands tracks visitors across multiple devices and build comprehensive timelines for every user.
  • Kissmetrics – This ecommerce customer intelligence tool person-centric data in real time and ties anonymous activity to known activity once a visitor becomes a customer.
  • Google Analytics – Google’s web analytics tool allows companies to customise reports, measure the impact of social media and mobile on website traffic, and measure conversion rates.
  • Docalytics – Cloud-based platform that allows departments across a company to view documents, review analytics and track leads.
  • Simplereach – By collecting real-time data, this tool helps track the impact of digital content and allows users to gain insight into what direction they should take their created content strategy.
  • Parse.ly – This predictive analytics tool empowers publishers to track the performance of authors or topics, capitalise on web trends, promote in-demand content, and tap into the potential of recommended topics.
  • Trial Fire – This visual editor for analytics helps marketers circumvent coding their website in order to put tracking on different pages.

2. Social Media Analytics

  • Curalate – This tool uses data to allow users to discover which images in Pinterest and Instagram are most engaging for their audiences.
  • Social Bakers – View metrics and statistics for Facebook, Twitter, Google Plus, YouTube and LinkedIn.
  • Visible – This social intelligence solution lets users monitor, analyse and engage with topics across social media platforms.
  • CrowdBooster – Track your company’s social media engagement with information about interactions, follower growth and more.
  • Nuvi- Nuvi provides real-time data visualisations that portray social chatter in a way that is easy to understand and show to others.
  • Trendspottr – This tool uses real-time data to identify trending information across social media platforms before these topics become popular.
  • TrackMaven – This tool gathers together information on your competitors from across all social media channels into one platform.
  • Simply Measured – This tool helps users analyse social media posts across nine different platforms by creating comprehensive reports, such as a competitor comparison analysis.
  • Crimson Hexagon – Use Crimson Hexagon to measure the impact of past social media campaigns and improve future campaigns by backing up changes with data.
  • Rival IQ – This analysis tool helps optimise content promotion by reporting on past and competitor performance.
  • Zuum – Get insights into competitor content on social media with this tool that identifies viral content and popular influencers.
  • SumAll – This tool measures your social channels, websites and eCommerce to provide you with a complete look at the success of all online initiatives.
  • IBM Social Analytics – Analyse and predict customer behavior with this tool from IBM, which also allows you to create custom social media campaigns.

3. Web Analytics

  • Quantcast – Users will receive audience insight through geographic and demographic data, in addition to information about interests and related website activity.
  • Alexa – This web traffic tool provides traffic data and global rankings for commercial websites.
  • Compete – Gain insight into the competition by examining what websites and keywords others are using to drive traffic online, compiling lists of the top websites based on a variety of metrics, and tracking online market share by industry.

4. Funnel Analytics

  • Full Circle CRM- A marketing performance management tool that gives Salesforce users insight into their overall marketing impact.
  • Squeeze CMM – Measure the ROI of content with this tool that generates reports and tracks audience activity and interests.

5. SEO Analytics

  • Raven Tools- Report on all marketing campaigns using metrics that pertain to SEO, PPC and social media.
  • SEM Rush – This tool gives users the ability to track keywords across both paid and organic search campaigns.
  • moz – This platform enables users to monitor social media, manage SEO campaigns, and more.
  • BrightEdge – Measure and improve the SEO of your site with this content performance tool.
  • gShift – Gauge your company’s web presence with this analysis tool, then use these insights to improve the discoverability of your brand on search and social.

6. Marketing Automation

  • Pardot – This lead management tool lets marketers and salespeople move prospects through the sales funnel by creating automated targeted messaging that based on prospects’ activity.
  • Genius – Sales and marketing people can collaborate using this online-sales lead tracking software system to send personalised campaigns, see who’s visiting the website or opening emails, and assess prospect interest for follow up.
  • Marketo – This marketing automation tool integrates email, social media, offline events, content, and more, helping sales and marketing teams prioritise prospects based on demographic and behavioral criteria, measure performance of marketing campaigns, and more.
  • Eloqua – The flexible campaign editor offers a whiteboard-like canvas where users can drag and drop elements such as email, segments, actions, and more to create smart marketing campaigns.
  • Act-on – This cloud-based platform helps marketers organise campaigns, integrate marketing into sales and support systems, and measure results.
  • Silverpop – Using this digital marketing platform that unifies marketing automation, email, social media, and mobile, marketers can carry conversations across multiple devices and measure return on relationships.
  • HubSpot – Marketers use this integrated inbound marketing system to create personalisable landing pages, emails, web pages, and more, plus tap into HupSpot’s vast knowledge base around content marketing best practices.
  • Bislr – With this marketing automation tool, users can draw collaborative automated campaigns on a whiteboard, listen to prospect behavior and create database prospects through social media hashtags and keywords.
  • Right On Interactive – This lifecycle marketing automation software uses a Customer Lifecycle Map™ to help their users visualise where their prospects and customers are in their lifecycle/journey with the organisation.

7. Personalisation

  • Monetate – Turn real-time into relevant digital experiences by taking a snapshot of every visitor, creating multivariate tests and rules-based product recommendations, and more.
  • Demandbase – Create targeted, relevant conversations with buyers at every stage, personalise the web experience, segment and analyse companies and more using this B2B marketing tool.
  • 40 Nuggets – Harness marketing automation strategies, audience-analytics, and predictive intelligence to personally engage with and tailor content to each customer.
  • Resonance – This tool retargets content for your audience, and keeps your messaging in front of them, by tracking what your site visitors are viewing and making them aware of more relevant content.
  • Idio – Improve content marketing strategy by examining specific customer interests and increasing the engagement of content.

8. Email Marketing Tools

  • Constant Contact – Design professional-looking emails, grow and manage your email list, and track results. In addition to email, Constant Contact offers tools for social campaigns, online surveys, and more.
  • iContact – Create HTML emails and signup forms, send campaigns to customers inboxes, track email campaigns, and more. iContact also offers social social media marketing tools.
  • Campaign Monitor – Customise your email template, send campaigns, conduct A/B testing, integrate with your blog, and more.
  • Vertical Response – This free tools enables companies to send emails and newsletters that are responsive on all platforms.
  • RapidMail – RapidMail is an email newsletter software that also delivers statistics and insights needed to grow a subscriber base.
  • Emma – This email marketing software offers several different editions, customised for businesses, agencies, non-profits and universities.

9. Sales Enablement

  • Seismic – This tool helps users make sure all of their content is up to date and relevant to create polished presentations and forecasts.
  • Savo – Savo benchmarks users’ sales enablement process against the industry they’re in and has a set of integrated sales enablement tools to accompany an organisation’s existing process.
  • Docurated – This tool helps to create presentations with repurposed content and surfaces users’ most relevant content to be included.
  • Postwire – This solution helps marketers post, edit and share various types of content on their page and manage relevant content for their sales teams in one spot.
  • Qvidian – These sales enablement solutions help businesses reduce the sales team onboarding time and allow these teams to collaborate more efficiently.
  • Jive Software – This software allows teams across a company to collaborate in one workspace to get collateral out the door quickly, stay organised and better enable sales.
  • SalesFusion – Use SalesFusion to align marketing and sales with lead scoring, marketing automation and much more. This tool that was created specifically for mid-sized B2B companies.

10. Social Media Management & Listening

  • Sprinklr – Large global companies use this social media management system to engage with customers, connect with CRM systems, build custom widgets, publish and manage content, and more.
  • Tweetdeck – Track brand mentions and hashtags, manage multiple Twitter accounts, schedule Tweets, and more all in a single Twitter platform.
  • Hootsuite – Manage multiple social media accounts, analyse social media traffic, track brand mentions, collaborate with other team members, and schedule messages and tweets through this social media management tool.
  • Buffer – Add articles, photos, and video, and this social media tool will automatically post the content on your social media accounts throughout the day.
  • Topsy Pro – This tool allows users to track tweets over the last several years, discovering popular topics, trends and experts.
  • Sprout Social- This management tool lets multiple users schedule, publish and analyse social media posts across several platforms.
  • Social Bro – Follow trends on Twitter and capitalise upon them with this fully functioning twitter listening and publishing tool.
  • Salesforce Marketing Cloud – Find and analyse what’s being said about your brand, along with your competitors, with this monitoring tool to find out what customers want, what content is working and how to keep up with the conversation.
  • Social Mention – Social search engine that searches for and analyses real-time aggregated content across 100+ social media platforms.
  • Bottlenose – Users are able to track what’s trending in their industry and get warnings about breaking news stories using advanced topic discovery and NLP (Natural Language Processing).
  • Spredfast – This tool creates company-wide social media collaboration & monitoring and configures social analysis reports.
  • Meltwater Buzz – This social media marketing SaaS combines monitoring & analytics with engagement to give users a complete lifecycle approach to social media community management.
  • Marketwired Resonate – With this platform, users are connected to their industry marketplace in real time through social media and traditional distribution.
  • CisionPoint – PR software that helps users reach their audiences and manage campaigns across traditional, digital and social media.
  • Mr. Social – Schedule and manage social media updates across several platforms with this tool that also suggests posts for your target audience.

11. Social Media

  • Twitter – With over half a billion registered users, Twitter lets users post messages of up to 140 characters, share photos and videos, create custom lists, send direct messages, and more.
  • Facebook – This social media platform has over a billion users and lets users connect with friends, share links, photos, videos, and events, join groups, and more.
  • Pinterest – Pinterest users share and tag images and videos on customisable boards, follow brands and individuals, “repin” images, and more. Pinterest has nearly 50 million users.
  • LinkedIn – A business-focused online network that includes features such as sharing links, adding connections, joining groups, writing recommendations, searching for connections by company, industry, skills, and more.
  • Google+ – Google’s social network that allows users to set up hangouts using video chat, create “circles” of people for organising contacts and targeting messaging, and more.
  • Offerpop – Offerpop is a social media platform for businesses to recruit, engage and convert customers.

12. Blogging & CMS

  • Percussion – This streamlined CMS offers editable templates, shared assets, versioning, automatic link management, drag and drop editing, and more, enabling content producers to simplify their content editing and publishing process.
  • Tumblr – Known for its community of content creators and curators and its capabilities for sharing multimedia content, this microblogging platform hosts over 100 million blogs.
  • WordPress – This popular CMS and blogging software lets users create custom themes, add plugins, publish content, moderate comments, and more.
  • Livejournal – With over 63 million journals and communities, Livejournal offers a free, open-source platform for blogging and sharing content.
  • Drupal – This open-source CMS powers millions of websites and applications. Add-on modules and designs let companies or individuals tailor a site to their needs.

13. Distribution/Syndication Tools

  • Brightcove – This provider of cloud content services offers an online video platform for adding custom video players to websites, social media profiles, and mobile destinations.
  • PR Newswire – Distribute news releases to a global media database of more than 700,000 journalists and blogger contacts, monitor traditional and social media, and engage in real time with journalists, bloggers, and other influencers.
  • SlideShare – Upload and share slide presentations, gain insight into who’s viewing your presentations, collect business leads, and more.
  • Cadence9 – This unified solution for managing content marketing lets marketers plan content using an editorial calendar, assign tasks to team members, manage content creation and publishing workflow, and more.
  • Papershare – Cloud-based promotional tool for content marketers that distributes to multiple channels and alerts marketing and sales teams when content is published. Leads are also integrated into salesforce and marketing automation softwares.
  • PixxFly – Automate the distribution and syndication of all your content with this outbound marketing automation solution.

14. Influencer Marketing Tools

  • Traackr – Manage influencer relationships with this tool, which lets users discover influencers, nurture relationships and then demonstrate the impact of these relationships.
  • Little Bird – With this social monitoring tool, users can create lists of peer-validation ranked influencers across social platforms on various topics to stay on top of the conversation in their industry.
  • Onalytica – Onalytica provides influencer marketing software and supporting services to help users identify industry influencers and improve relationships with these influencers.
  • BuzzSumo – This content performance analysis tool can be used to identify the influencers who are creating popular, newsworthy content.
  • Klout – Klout scores social media users’ influence on a 100-point scale and takes into account platforms such as Facebook, Twitter, Instagram, WordPress and LinkedIn.
  • Appinions – This software analyses and reports on industry topics, influencers, and social channels so users can best decide what topic to write about, which influencers to target, and where to distribute content.
  • Exposely – Exposely pairs brands with influencers who are willing to sell advertising space on their social channels and other owned platforms.
  • Tap Influence – This marketplace makes it easy for brands to identify and communicate with social media influencers and collaborate on content creation.
  • Kred – Users can identify social media influencers with Kred, which measures influence based on Twitter and Facebook output.

15. Paid Promotion Tools

  • ContentGain – This widget places links to third-party content on other websites to boost distribution. The original content publisher shares ad revenue with the website sharing the content.
  • Disqus – This discussion platform helps bloggers and website publisher engage readers through the comment section.
  • OneSpot – This tool automatically turns owned or earned content into optimised ads, distributes the content across OneSpot’s ad inventory, retargets users, and monitors results.
  • Gravity – Using algorithms based on users’ reading and sharing history, Gravity enables websites to deliver personalised recommendations.
  • Outbrain.com – This content discovery tool recommends your content to readers of other premium publishers, offering a personalised reader experience and exposing your content to engaged readers.
  • Vocus – This tools scans for prospects looking for companies like yours, suggests relevant social conversations and distributes your press for traffic and search.
  • Taboola – This promotional tool takes your content and places it on publishing websites, targeting it towards your selected audience.
  • nRelate – This platform helps content developers and publishers find an easier path to their target audience and grow their reader-base from their sites or elsewhere on the web.
  • Content Blvd – Connect with brands and publishers to create relevant and rewarding product placements.
  • Vibrant Media – This native advertising tool places content directly within other editorial content and all triggers are user-initiated.
  • issuu- Publish content such as magazines, catalogs, eBooks and more on this free platform.
  • Shareaholic – Implement sharing buttons and advertise content with this all-in-one content amplification platform.
  • Cooperatize – Promote sponsored content with this tool that connects brands with the most popular bloggers and publishers across the internet.
  • Zemanta – This plug-in creates connections between bloggers, content creators, and publishers that publish content on similar topics.

16. Webinar Tools

  • ReadyTalk – This online conferencing tool offers a single interface for web, audio, and video conferencing, as well as the ability to record and share webinars and integrate with mobile conferencing.
  • Webex – Using Cisco’s webinar products, users can host or attend meetings using HD video, share files, and more.
  • BrightTalk – Run interactive live webinars with features including real-time polls, downloads, question and answer, and more.
  • GoToMeeting – This online meeting platform allows users to host unlimited meetings with up to 25 attendees and is supported for Mac, PC, iPhone, iPad, and Android.
  • iMeet – A cloud-based video conferencing platform that allows up to 15 users to talk via webcams.
  • Digital Asset Management
  • Widen – Create, manage, distribute and preserve content with this digital asset management system.
  • WebDAM – This tool gives enterprise customers the ability to store, organise, find, retrieve and share digital files.
  • Canto – Canto simplifies the management of all digital assets within a company, creating smarter workflow processes and organisation opportunities.
  • Razuna- This tool stores, shares, secures and indexes digital files and then makes them available in a search tool.
  • Adobe Experience Manager – Companies can create, manage, and optimise digital customer experiences across a number of channels including web, mobile apps and sites, as well as social communities.
  • IntelligenceBank – IntelligenceBank offers four different asset management apps based on your business size and specific needs, providing features such as file storage and risk and compliance.

17. Content Audit Tools

  • Content Insight – Develop a content inventory with this auditing tool that provides you with a summary all existing content.
  • MarketMuse – Allow MarketMuse to crawl your site and identify gaps in content, find prominent keywords and determine how your site stacks up against competitors.

18. Sources for Content Creation

  • Scripted – Subcontract writing projects to an online writing team through this online platform, which also offers copyediting and the ability to request pitches from writers.
  • Textbroker – Assign writing projects including SEO and website localisation through this online platform.
  • Skyword – This content production system allows companies to optimise manage and pay writers, use an SEO scorecard to optimise content, and more.
  • Brafton – Using its in-house search engine optimisation and social media marketing expertise, this online news and content agency creates news content, videos, infographics, and other items for businesses.
  • Zerys – This project management tool and content marketplace allows businesses to locate professional freelance writers, assign and review content, export or auto-publish content, and more.
  • Contently – Find and collaborate with high-quality freelance writers, manage payments and assignments, and more using this online platform for content marketing.
  • Copify – Platform that helps users looking to outsource content creation. Marketers can find qualified copywriters by providing details such as topic and format.

19. Content Curation Tools

  • Curata – Easily find, organise & share relevant content for your business to position your brand as an industry thought leader, increase brand visibility and generate leads.
  • Scribit – Search and browse for articles and videos, share content, and track conversions using this content curation platform.
  • Magnify – This fully customisable platform allows publishers and brands curate and share online videos.

20. Content Optimisation Tools

  • InboundWriter – Monitor topics, gain insights into what makes readers tick, boost content popularity, and more using this tool designed for writers and content marketers.
  • Scribe – Created by the people behind Copyblogger Media, Scribe helps content creators identify topics that are relevant to the intended audience, measure social media engagement around content, and more.
  • Wordy – This tool pairs professional content editors with users to edit, proof and optimise various forms of written content.
  • Atomic Reach – This content scoring system analyses content based on quality and relevance for specific audience segments such as “Specialist” or “Academic.”

21. Localisation

  • CloudWords – This translation management tool allows you to localise content by uploading it to a system and then selecting a vendor to translate it.
  • SmartLing- Speak to customers in their native language with this tool that automates the translation process by connecting content producers with translation professionals.
  • Translationcloud.net – This is a hub for hiring professionals who translate content to a variety of languages.
  • Phrase App – Translate content that is stored on websites, mobile and desktop applications with this translation management software.
  • Crowd in – Manage the localisation workflow process with this software that helps control the process, but also provides tools for translators to work more efficiently.
  • OneSky – Translate apps or websites into 47 different languages with this translation service platform.

22. Content Enrichment Tools

  • Storify – Collect social media mentions on a chosen topic, trend, or event and curate the best social media elements in one place.
  • Silk – Use your company’s data to create structured web pages that automatically draw connections between facts, data, and more.
  • Graphicly – Authors and publishers use this online tool to convert content for digital distribution and collect insights on reader behavior.
  • AcroLinx- Make all content consistent with this tool that analyses each writer’s content for tone of voice, style, SEO and more to ensure it aligns with a predetermined company standard.

23. Writing Tools

  • Byword – This text editor, which works across desktops, iPads and iPhones, allows users to compose text with keyboard shortcuts, word counters and more.
  • Hemingway – Hemingway brings clarity to your writing by identifying common mistakes in sentences such as illogical structure, grammatical errors and overuse of adverbs.
  • Evernote – Manage notes, ideas and sketches to create better, more organised writing with this workspace app that syncs across all your devices.
  • Ulysses – This text editing app lets users focus on writing by providing the regular features of a word processor without cluttering up the screen.
  • Quabel – Use Quabel to write distraction-free in full-screen mode and also keep track of word count and estimated time it would take someone to read the piece.
  • Google Docs – Use Google’s online word processor to write, track changes and collaborate with other users.

24. Content Collaboration Tools

  • Compendium – Plan your content using Compendium’s calendar-based tool, create efficiently placed content across multiple channels, and track the effectiveness of each piece of content.
  • Divvy – This platform combines web-based calendars, content management and online collaboration to help global content teams plan, schedule and produce any type of content across an organisation.
  • GatherContent – Organise and streamline your website content using drag and drop features, create content guidelines, collaborate with a content team, and export content using this online collaboration tool.
  • Google Drive – Create, store, and share including spreadsheets, text documents, drawings, forms, and presentations.
  • Kapost – This content marketing platform allows marketers to collaborate, distribute, and analyse all content types within a single platform.
  • SocialCast – This collaboration tool organises workflow into a single location accessible from anywhere on any device.
  • Marketing-AI – In this platform users are able to collaborate with team members in a calendar, build a content strategy using a framework and promote published content & measure its impact.
  • Curata – Easily find, organise & share relevant content for your business to position your brand as an industry thought leader, increase brand visibility and generate leads.
  • Beegit – Use Beegit to organise your content marketing workflow across teams and departments. This all-in-one collaboration tool monitors activity, approval, communications and images.
  • Brightpod – This project management tool is made specifically for digital marketing activities, monitoring project status, task assignment and more.
  • Contentful – This cloud-based software allows for live collaboration, image uploading and a publishing tool that optimizes content for any device.
  • Content Launch – Content Launch was designed specifically for small and medium sized businesses and helps manage workflow and distributes content with one click.
  • Contentivo – This management system is great for collaborating across teams by allowing team members to give feedback, track versions and eventually publish and analyse content.

25. Conversion Optimisation Tools

  • SumoMe – Add a variety of pop-up and opt-in forms to your website to generate leads and grow your subscriber base.
  • Pippity – Use Pippity to create pop-up subscription forms for your site, customise when these forms appear and experiment with A/B testing.
  • BrightInfo – Assess the conversion rate of your existing website and create more opportunities for conversion with a variety of opt-in form placements.
  • Convert – Using A/B testing, this tool helps users learn the content preferences of their website visitors and optimise their site to increase conversions.
  • Optimizely – Use this tool to track and analyse all conversion opportunities on your site and make appropriate improvements and changes.

26. Graphic Creation Tools

  • Easelly – Using a theme-based approach to creating infographics and visualisations this online tool, lets users drag and drop art into a theme to create shareable graphics.
  • Visual.ly – Browse infographics and data visualisations and create your own to drive traffic to your brand’s website and amplify your social media presence.
  • Adobe Creative Cloud – Sync and organise your creative assets across multiple devices, track comments, build and publish websites, apps, and more.
  • Youzign – Create nine different types of graphics, from infographics to flyers, with this free, online graphic design tool.
  • Pixlr – Edit and create photos for your website and ensure they are optimised for various devices.
  • Canva – Create graphics for your blog, social channels, website and much more with this online image creation tool that also comes with a stock photo library.
  • infogr.am – This tools helps users create interactive infographics. Users can edit data, download infographics and share & embed them.
  • Piktochart – This tool provides infographic templates for users and helps them create and share compelling content.

27. Video Creation Tools

  • KnowledgeVision – Turn presentations and web content into an integrated, interactive online video experience that doesn’t require special software or app downloads.
  • Brainshark – Sync up marketing and sales people using a systematic, coordinated approach in this content-centric sales platform.
  • Camtasia – Helps users create high quality videos without prior experience. This tool records on-screen activity and also allows users to import from HD devices to edit and share video content
  • Jing – This free tool helps users share images and record videos from their screens. Users are able to quickly share this media to email, social and other various platforms.

28. Presentation Tools

  • Prezi – This presentation tool helps users organise and share ideas by creating visualisations.

29. eBook Creation Tools

  • Lookbook HQ – Using your most relevant, compelling content, this tool compiles all the information you want to display to customers into a visually appealing lookbook that can be embedded or shared.
  • Uberflip – This tool pulls all of your content; articles, social channels, videos, into a single centralised content hub.
  • Zmags – This platform helps e-commerce users create and share online catalogs, lookbooks, magazines, etc. to increase consumer engagement.

30. Audio Creation Tools

  • Audacity – Record, edit and publish podcasts and interviews with this free software.
  • Podbean – Share and create podcasts with this tool that also lets you sell podcasts with no transaction fee.
  • ePodcast Creator – Control and customise every step of the podcast creation process with a full editing studio that creates a professional sound.

31. Interactive Content Tools

  • Wheeldo – Use Wheeldo to create lead-generating quizzes for your website, email list or social channels.
  • SnapApp – This content marketing platform helps users create interactive content that runs across all platforms and is customised for each device.
  • ion Interactive – This software transforms existing content into interactive content, such as lookbooks, calculators, infographics and more.
  • Qzzr – With Qzzr, users can create quizzes to embed on websites, share on social media and eventually generate leads.
  • Contest Factory – Create surveys, questionnaires, sweepstakes and more with this software and service provider.
  • StatSilk – Statsilk is a visualisation software that enables users to make interactive maps and other types of visualizations.
  • Votigo – Build content, sweepstakes and other interactive elements across social platforms with this social marketing management tool.

32. Other

  • list.ly – This tool allows users to create lists, share them, add them to other pieces of content (such as blogs) and enable crowd-sourcing for continuous list building.

Writing A Great Value Proposition (Infographic)

How to deliver the best possible promised value of a content?

For those who have no idea, value proposition is the main reason why a prospect or new customer should buy from you, not from your competitors. Becoming a valuable source is very important for the longevity of your business. Learn more about value proposition in the following infographic.

writing-a-great-value-proposition-infographic

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Four Great Content Discovery Tools To Boost Your Marketing Results

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Content discovery tools are very useful for content marketers. With so much being said and written about content marketing, its significance seems self-explanatory; especially in the era of Web 2.0 when search engines have focused their attention on high-quality content.

To drive sales and grow consistently businesses today must focus on content marketing as much as other traditional approaches to marketing. The content shared needs to be engaging and must add value. It is also important to ensure that such high-value, high-engagement content is created steadily and consistently. Other advantage is, content discovery tools make it easier to find and share relevant content from across the web.

In this post, you will find four most easy-to-use tools that can help boost a company’s content marketing efforts while keeping costs and efforts low.

1. Hootsuite

HootSuite

Not only does Hootsuite allows the user to discover great (entertaining, engaging and shareable) content online, but it also lets them manage multiple social media accounts using a single Web-based dashboard.

Hootsuite’s Suggested Content feature takes into account the user’s post history on social media, say Twitter, analyzes the Tweets that have been interacted with, and then makes Tweet recommendations based on the posts that have been most well-received. The user has the option of scheduling the suggested posts automatically, or viewing them and posting/removing them as you wish. Not just the suggested posts, a user can also schedule all Hootsuite discovered posts in advance from the dashboard.

In addition, Hootsuite allows the user to monitor and measure engagement metrics, such as likes, shares, conversations and social media conversions. Google Analytics, Facebook Insights and a host of other analytics help measure and fine-tune the content marketing strategy in an easy, efficient and cost-effective way.

2. Scoop.it

Scoop.it_

Scoop.it is another popular content discovery tool that allows the user to discover and share content in an easy and efficient way. Scoop.it however, wins some extra points over Hootsuite, because of its sharing platform. A user can share the “scoops” that he/she discovers through a simple keyword search across the largest selection of social networks, using the tool’s highly customizable sharing platform.

On a personal Scoop.it dashboard, the user can create different Web pages, which are called “topics” and then add content pieces or scoops to it. For instance, take the topic “Best Social Media Tools,” give Scoop.it some relevant keywords, and click on “Create.” The app generates a continuous stream of suggested scoops (see screenshot below) that can be added to the dashboard and shared easily. The user may also choose to publish posts using other social media tools, widgets and RSS feeds.

3. DrumUp

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DrumUp has a fresh take on content discovery and social media presence management. The app simplifies both content discovery and sharing, while providing an array of customization options for both. It is a cool, clean app that needs little input to get rolling.
The user simply has to key-in the content themes, and the app will identify popular content from the Web, relevant to the selected audience. The posts to the user’s Facebook and Twitter pages are scheduled according to the time zone input, and the user can run the app in manual share or auto-share mode. Completely fresh, custom posts can be added and scheduled as well. Since DrumUp is currently in process of acquiring early users, it is currently available for free.

4. Buffer

BufferApp

Another cool and clean app for content discovery and social media management, Buffer likes to keep things conventional. The app supports the “big four” of social networks – Facebook, Twitter, Google Plus and LinkedIn, allowing the user to seamlessly share great content across the four platforms with supreme ease.

It allows the user to schedule posts days, weeks and months in advance. There is a “Suggestions” feature on Buffer as well, which picks popular content across different categories such as marketing, business and startups, inspiration, lifehack or simply, Buffer picks. While DrumUp is a free tool, you can use Buffer for free for a limited time.

Seven Underestimated Content Marketing Factors You Need To Know

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There seems to be a great difference between what content marketers want to achieve and what they actually measure. A survey of B2B and B2C marketers this spring has revealed that the most common goal (73%) of content marketers is brand awareness. Most of them (69%) use page views and unique visitors to measure the success of a content.

However, these factors are typically used for selling ad space and are not meant for measuring brand awareness. In other words, most brands have been measuring their content the wrong way. Moreover, page views and visits are easy to understand and it was hard to track the other behaviors of website visitors. In today’s post, The Website Marketing Group will share seven points to help you get a better picture of how your content shapes your relationship with your readers.

1. Brand Leverage

brand-leverage

“Brand leverage” is the wider term for a brand’s increase in customer or audience perception. How to measure brand leverage differs with each campaign, company, or industry, but some common factors are: increased brand awareness, brand recall, customer purchase intent, and customer affinity for a brand. However, the question is how do you measure something that seems to be so closely tied with your audience’s intentions and feelings? There are ways to quantify how they feel about your brand. Google AdWords uses customer surveys to measure it for their clients. You can utilise reader surveys to identify the increment and purchase intent for their sponsored content, but they also measure “social brand leverage,” which is the increase in brand leverage after being exposed to their content via social media. Given that most marketers want to boost brand awareness, it makes sense for them to start defining what “brand leverage” means for each of their campaigns and how they should measure it.

2. Allocated Time

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While brand leverage measures the general way your campaigns are performing, a specific metric like engaged time can help you look at how well individual pieces of content are performing. The fact is, only 27% of marketers track how much time their users spend on their content, and in our survey, just 43% of respondents said they were examining time spent. Still brands are starting to catch on. Engaged reading time is one of the primary metrics that Coca-Cola uses to measure the success of their sponsored content, and engaged time is the primary metric that you can use to measure the success of brand-sponsored content.

Unlike other time-based metrics like “time spent on page” or “time spent on site,” which typically measure the amount of time content pages are open, measuring engaged time is much more involved. Basically, engaged time measures the amount of time users spend actively paying attention to your content. Are they viewing it in an active window, or is it left waiting in a background tab of a user’s browser? Are they scrolling, clicking, or interacting with the content in any way? This metric can tell you which of your stories captivate audiences the most. Knowing this is essential because the more time a user spends engaging with your content, the more likely they are to come back and read more.

3. Average Finish

Try to leave out the part that readers tend to skip. Average finish is the number that tells you exactly if your readers skip, giving you the percentage of people who actually finish reading your page. Like engaged time, this is best used to measure how engaging an individual piece of content is. Latest study from Microsoft Research found that the first 10 seconds a user spends on a page are crucial in getting them to stay longer. This means that if your average finish is low, especially among the users you want to engage, perhaps you can audit the 10-second impression that your content makes, and enact changes that encourage people to keep reading.

4. Returning Visitors

Getting your target visitors to check out your content once is not enough. You need to keep them coming back and turn engaged readers into loyal readers. This is where the “returning visitors” metric comes in. How many of your readers come back? More importantly, how do they behave differently from your single-visit readers? Unlike visitors or page views, which often reflect a disproportionate amount of new visitors, looking at the amount of returning readers and their behavior can help you focus on how to acquire and retain them.

5. Visitor Loyalty

Like Does Matter

Relevant to your returning users is visitor loyalty. Visitor loyalty tells you how often people revisit your site within a week, month, or within any specific period. In Google Analytics, this metric is called “frequency” and is paired with “recency”—how many days it takes for a user to revisit your site. Visitor loyalty leads to a snowball effect, since the more visitors return to your site, the more loyalty you can expect in the long run. According to a study of Vulture.com’s reader loyalty, visitors who came to the site five times in a month were more likely to keep regularly returning to the site.

6. Longetivity

How long does your content keep reaping rewards? This is the question that longevity attempts to answer. Every status update, blog post, or video has a period of time where they bring in results. If you think the immediate results from your email campaigns are less important, try looking at it from a longer time frame. How long do your landing pages keep bringing in new sign ups? How long do your blog posts bring in new engaged readers? How long do people keep viewing your videos? The more you know about how long your content brings in active engagement, the more informed you’ll be when planning your publishing schedule.

7. Email Engagement

the-six-ultimate-tips-for-a-successful-email-marketing-campaign

60% of marketers state that email marketing is producing a positive ROI. Someone opening your email for a second is measured on the same level as someone opening your email for 30 seconds. This view is limited because half (51.1%) of those opens last for less than two seconds. This is why it’s important to also track your email engagement data, if you can.

Email analytics tools like Litmus track email engagement based on how many seconds your email was left open. An email is marked as “glanced” if it was open for a maximum of two seconds, “skimmed” if it was open between two to eight seconds, and “read” if left open for longer than that. While this approach has some limitations, with enough analysis and testing it can still provide a deeper understanding of how your audience engages with your email, and what you need to do to improve that engagement.

Conclusion

While the above points are not mandatory, they do provide far more insight than simply looking at page views, visits, or likes. If you truly want to raise awareness and build deeper relationships, start tracking your metrics right away.

Executing The Right Content Distribution In Social Media (Infographic)

Have you incorporated social media in your content marketing strategy?

If the answer is no, well, where have you been lately? Creating great content is only the beginning of your journey. Content distribution is where it really pays off. To successfully distribute content, you should integrate a healthy mix of owned, earned, and paid strategies, each of which complement each other to help extend your content’s reach. Take a look at this infographic to learn how different distribution channels can benefit your content and help reach your goals.

content-distribution-channels-infographic

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Storytelling and Content Marketing (Business Tips)

storytelling

It turns out that storytelling can become an effective technique in content marketing. Does your content marketing trigger neurological responses that leave people wanting to make positive decisions?

Utilising storytelling that follows a particular structure can be very efficient in creating positive neurological responses. It’s the one that makes you always knew you were doing good. Let’s take a look at some tips on producing content marketing stories to provoke positive emotions and get the good feelings flowing.

How Storytelling Affects the Brain

There is increasing evidence that storytelling evokes a strong neurological response in people. Latest research shows that storytelling affects the brain, for example:

  • During the tense moments in a story our brains produce the stress hormone cortisol which allows us to focus
  • On seeing characters people can relate to or cute characters the brain releases oxytocin, the feel-good chemical that promotes connection and empathy
  • a happy ending to a story triggers the limbic system, the brain’s reward center, to release dopamine which makes us feel more hopeful and optimistic

The research has found is that even a simple narrative can trigger the release of cortisol and oxytocin, provided it is highly engaging and follows what is known as the dramatic arc. Turns out this is pretty much part of the double-helix of oxytocin. This is a universal storytelling structure because of the way it triggers neurological responses. It can build empathy releasing oxytocin, create rising tension to produce cortisol and a good outcome can release dopamine to make people optimistic. His research has demonstrated how engaging stories following this structure can result in people giving more charity or taking specific actions. What’s more his research shows that this structure can work equally well in a short two minute story.

Storytelling Tips

Do you want to deliver people that emotional feeling? Then you can improve your chances of positive neurological responses from your stories with the following tips. If you can remember 3S-3C , you’ll be safe.

  1. Structure. Ensuring your story follows the dramatic arc structure.
  2. Speed. Quickly getting attention. You have as little as 20 seconds to get the reader’s attention.
  3. Sympathy. Using characters which your reader can relate to and attach themselves to. This may simply be someone like them, in a similar role or position.
  4. Conflict. Building rising tension, as a flat story will lose attention.
  5. Complexity. Creating depth in your story. Most of the times, shorter stories benefit from emotional complexity.
  6. Conclusion. A positive outcome to your story.

The Rule Of Three Rs In Content Marketing (Infographic)

Content marketing is a never-ending process. As long as you need to get your customers’ attention, you always need to refine your content.

Every content marketer knows about the commitment it takes to create awesome content. It’s not about time and money, but the efforts it takes to create an amazing piece of content from abstract idea to completion. They who have experienced this process will understand how hard it is to create a great content that sells.

This is where the rule of three Rs (Reorganize, Rewrite, and Retire) comes in. Displayed as an attractive and easy to understand infographic, it is a set of re-evaluation point that you can follow to get the most out of your content marketing efforts. Without further ado, let’s take a look at the infographic below.

three-important-R-in-content-marketing-infographic

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Every content marketer knows about the investment it takes to create awesome content. We’re not just talking about time and money, but the blood, sweat and tears it takes to create an amazing piece of content — from ideation to completion. So you know that after you’ve traveled that path, and created great content you don’t really want it to fall flat, like a soda left out on the counter.

This is where the 3 R’s of content marketing come in – they put the pop and fizzle back into your content and make sure each piece has a good, long shelf life.  So, in order to get the most out of your content marketing efforts, keep the 3R’s in mind:

Reorganize: Pumping out solo pieces of content can be exhausting. Take a look at the content assets you already have, and those that you plan to create and ask yourself, “How can I reorganize this information?” Reorganization can mean creating an infographic from an ebook, a cheat sheet from a guide, you get the idea. But the essence of reorganize is to give your audience different ways to consume your content and to work smarter, not harder.

Rewrite: Inevitably you will create content that goes a bit stale – it could be the design, or some of the predictions, statistics, or technology moved on. One way to fix this is to rewrite your content. Before you begin, look at a piece of content with a critical eye to make sure it is worth investing more time to rewrite – was it high performing to start with? Once you have decided to rewrite, identify the aspects of the piece that make it stale and fix them; take out language that dates your piece, update old statistics, and get fresh quotes and contributions for Subject Matter Experts. Also, don’t underestimate the power of a simple design refresh.

Retire: Even with an eye towards extending the life of your content, even good content does not last forever. Content that is past its “expiration date” can be brand damaging, and effectively undo the good work your content did in the first place. In order to avoid keeping content around too long, ask yourself these questions: Is the content asset performing well? Does the content cite reports or ideas that are no longer accurate? Was the content created to support a particular moment in time that has now passed? And, most importantly, does my audience still care about this topic?

Most Australian Content Marketers Are Just Improvising When It Comes To Content Marketing

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“Most brands that went into content marketing are just improvising it. If they want a real result from the effort, they need to focus on setting out a defined strategy from a reliable and well experienced agency”, said Joe Pulizzi, the founder of the Content Marketing Institute.

While it seems obvious, most Australian marketers aren’t strategically focused on their content marketing. 74% of Australian marketers are doing more content marketing than they were a year ago. The average marketer surveyed invests more than a quarter of their total budget in content, and 63% plan to increase spending.

Pulizzi stated that Australian marketers are not very different to the US and UK marketers in that when it comes to improvised content marketing. Only 37% of them have a formal, written strategy for their content marketing. These agencies that have a solid structure are seeing the best results.

9 of 10 brands are implementing content marketing within their business, yet only 20% of marketers claimed their organisation was successful at tracking the ROI of content marketing. Less than a third (29%) think they are effective at content marketing, a drop from 33% last year. Those figures rise to 33% and 44% respectively for marketers that have a written strategy in place.

“It’s very experimental, which is fine. It’s a new discipline for most Australian businesses, but the only ones that are going to see any results are the ones writing it down – and those that are reviewing and measuring it. Those two things together are the critical differentiators”, said Pulizzi.

Engagement tops the list of goals marketers have for content marketing. However, the most used measure of success is web traffic.

Most brands, particularly small and medium-sized businesses, dive into social media when they think about attempting content marketing without having a clear reason or a goal. This is so wrong, since if you’re not trying to build an audience over the long-term, what are your true goal?

“The first thing is to just decide why you’re doing it. Lots of businesses just think that they need to be doing [content marketing] and I say: ‘Why?’. The only things I care about for content marketing are driving sales, cutting costs or leading to loyal customers” said Pulizzi.

More than a third of Australian marketers have no plan to set up a content marketing team or group within their organisation, whether that team sits in marketing, PR, or production teams. The important thing to get content marketing right is having a structure and committing to it rather than floating around. That’s why you need a reliable content marketing agency which can cater all of your problems and offer real results. Contact us today to discuss the best solution for your content marketing strategy or just give us a call on 1700 911 772.