Who is Wearing the Content Crown Now?

Who is Wearing the Content Crown Now?

On September 16th, iOS9 will be released to the world – enabling apple users to download extensions to block ads on their mobiles. What this means for digital publishers relying on advertising revenue, remains to be seen. But initial reports from the industry aren’t looking great. Ad blocking has been around on desktops since 2006 with AdBlocker Plus, with its initial uptake coming from digital early adopters. But in June of this year the company reported one million Australian users on its books. With an estimate of nearly 60% of web browsing being done on mobile devices today, the potential fallout of ad blocking on mobiles is massive. The PVR (personal video recorder) trend hasn’t done wonders for TV advertising either, but to this point the TV ratings haven’t revealed whether or not an ad has been fast-forwarded through so the impact of consumer control over advertising selection hasn’t been truly measurable. until now! In today’s truly accountable digital ad environment, it is simply a case of ‘no thank you’ in advance – there isn’t even the option to get viewers to pause the fast forward with the use of a compelling visual hook. This i-announcement is tragic news for publishers relying...
Mastering FREE Giveaways in 5 Simple Steps

Mastering FREE Giveaways in 5 Simple Steps

Success in marketing today always starts with something FREE. You can’t just expect your target audience to believe that you know your stuff; you have to give them something for free first to prove it. And it has to do more than just be interesting. Whatever you give away for FREE must have helped someone else make money for their business. Sound simple because it is! But if only it were that easy. The GOOD NEWS about the FREE stuff you give away: 1. Free content for your audience builds trust and establishes credibility with your audience. It gets you in the door with your audience. 2. It starts you off on a positive note – call it an offer of good faith, or good will. 3. It enables you to start a conversation with someone who has opted in download or read your FREE stuff – so you know they are interested in what you have to say. 4. Once the consumer of your FREE stuff has engaged with whatever you gave them, as long as it’s any good, you will have access to them in the future.   The BAD NEWS about the FREE stuff you give away (it’s not so...

A Very Happy Story About Social Kindess

I do love a good news story about the social world we live in and I am so excited to share this one about my new favourite thing about living in 2015 – KINDNESS AND OPEN DOORS! And the undertone of the whole story also celebrates another one of my personal faves; AUTHENTICITY!   In my new exploration to uncover ways of maximising exposure for my new book, I had been told to reach out to key influencers to see if they will read it and give it a plug. At first I thought, um…yea, like they are going to want to READ a book from a little heard of author fresh out of the media world in Brisbane, Australia, let alone promote it for me! But how wrong I was…..   It turns out you may as well always give it a shot. A few days ago I reached out to two-time Author, Professional Keynote Speaker and Top 15 Forbes Magazine’s Social Influencer Ted Rubin; one of my most fabulous social mentors from New York. I contacted him via the email address on his website to get a quote for a hashtag presentation I am doing, and then...

Career Success and Pregnancy – the similarity I didn’t see coming

Since launching my book, eBook and eLearning course 3 weeks ago, and winning one award and being shortlisted for another (ALL totally new experiences that by the way, I could not feel more humbled by), it’s safe to say it has been a whirlwind of excitement! The time had come where I had finally put myself out there. After 20 years of corporate life, and for one entire year of working tirelessly and in spare time I didn’t have, creating a product series sharing my insights specifically for SME’s, I had revealed my new self to the world! Hurrah. The scary part was over, or so I thought. First of all, I know you are wondering, what on earth does this have to do with pregnancy? Well here is the similarity I didn’t see coming. Achieving some kind of career success is, in my recent experience, just like being a new mother entering the unchartered waters of motherhood. You are leaving your comfort zone where nobody would dare tell you what type of woman or friend or employee to be; into a phase where all of a sudden everybody feels compelled to tell you how they did it, how you should do it, and how undoubtedly you are...

Social Media Attacks – Can They Be Flipped for Good?

Luckily social media can save a victim from a plight as quickly as it attacks them. For Sunny Burns it was a simple case of mistaken social identity of the grandest scale in Thailand yesterday that put him in hot water. Sunny suffered the unfortunate fate of looking ever so slightly like the blurry image grabbed from local CCTV footage of suspected terrorist bomber seen at the scene of the crime. Luckily for Sunny, and anyone else ever falsely accused, he can correct the wrongdoing with the very weapon that sentenced him in the first place, by posting a selfie on Instagram of him with the ‘helpful police officers’ who were helping him prove his innocence. But of course, as he reflected there is no way this model and actor would ever have worn a baggy yellow t-shirt like that. Sunny may even secure a few more castings after this stressful scenario. Not all bad after all. In marketing circles, social attacks can often be flipped around to benefit their victims. Check out this highly effective response to a Facebook rant against British Feminine Hygiene company Bodyform to see how it’s done;...

PAID VS EARNED VS OWNED MEDIA

There are many avenues that lead to your target audience, but there are three main types of communications you can use: paid, earned and owned media. I’ve broken them down here. PAID – This is when you pay to reach your audience via advertising, Search Engine Optimisation, Search campaigns, Google Ad Words, Promoted Posts and any other kind of Paid Advertising on Social or Display advertising on Media channels. OWNED – This is the content that you create in house and disseminate out to your to your audience; whether you choose to promote or pay for it to be boosted or not. It’s your website, your blogs, your e-books, books, whitepapers, or infographics that you create within your organisation. EARNED – This is good old fashioned word of mouth with a digital twist which now has the ability to go so much farther than the dinner table, now being able to be shared around the world instantly via social media. This is the king of all marketing strategy, as it is where other credible individuals or organisations see the value of your content enough to choose to share it to their connections as something of value, further building on...

TOP 3 TIPS FOR GETTING RESULTS WITH CONTENT MARKETING

Once you’re confident with your content marketing plan, it’s time to focus on results and actions. What do you expect, what are you willing and able to do, and what will you do if it doesn’t work? The key to delivering outcomes in your content marketing is based on three key mandatories: BE REALISTIC – building a genuine and engaged audience doesn’t happen overnight. It takes time to build credibility with your audience by providing valuable content over a period of time. FEED THE BEAST – there are very few first-hit wonders in content marketing. Content marketing only works if delivered on a consistent basis over a period of time. It is a beast that must be fed everyday. Think of it kind of like a pet. If you don’t feed it, it will die. End of story. BE AGILE – success can’t be measured unless you know where you started and where you are heading. Don’t over-invest in something until you know it works, and if it doesn’t work over time, try something else. If something isn’t working change it – and keep going until you find what connects.     Philippa Spork is a Marketing Strategist, Media...
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