Each week at Far From Avocados, we’ll be wading through reams of content marketing articles, blog posts and commentary out there on the web, and whittling it down to carefully curate an ICYMI reading list for your reading pleasure.
Dip in now or bookmark for later…
Content Marketing Is Dead! Long Live Marketing!
Content marketing as it’s being misused, that is! It’s time to stop developing content marketing strategies in isolation with your other marketing efforts and start developing plans for how content can support and compliment wider marketing strategies...
After you have developed buyer insights, your connection plan and content plan, you can now start creating content assets. Without these preceding steps, you will be practicing what I call “random acts of content”. For each asset, you’ll want to prepare a creative brief to guide the creation process.
Read here. Forbes; approximately 6 minutes’ reading time
When Content Marketing Turns Smart: Tips On How Data Can Help Creativity
Are we relying too much on data, to the detriment of creativity? Will an increasing reliance on data ultimately negate the need for the human touch? In a word: no.
Dynamic creative is a great way to link passions, emotions, attitudes and ideas to data so that we can better connect with audiences. The beauty of this model is that we can tailor it across the customer journey, by audience, so that we are building the most immersive and engaging content wherever possible.
Read here. The Drum; approximately 5 minutes’ reading time
The Smart (And Not-So-Smart) Ways To Use Vanity Metrics
Despite this being a (digital) age old debate, the fact remains that there’s still no exact science when interpreting social media metrics in terms of establishing the ROI for a brand or business. So why are we still talking about this? Why is there still room for ambiguity?
Marketers use vanity metrics because they are both easy to obtain and they help show others in the organization that marketing provides immediate value. In other words, it’s quick and cheap reporting. Sounds a little dirty, doesn’t it? Surely, we can do better than this?
Read here. CMI; approximately 20 minutes’ reading time
‘We’re Cleaning Up The Mess’: Publishers Prepare For A Post-Autoplay World
Google Chrome and Safari are making moves to block videos that play automatically with sound on in what will undoubtedly raise the bar – and the stakes – for content publishers. Watch this space.
The shift to intent raises the bar for publishers. There will be more pressure to make sure their video is high quality in the first place and relevant to the story it’s paired with. Publishers will need to make sure that if the video player is set to play automatically, it reverts to click-to-play mode. If videos are going to be user-initiated, they’ll need a compelling image to get people to click.
Read here. Digi Day; approximately 6 minutes’ reading time
5 Mistakes Sabotaging Your Content Marketing Success
Until we stop hearing that (so-called) content marketing efforts aren’t working, we’ll keep posting succinct pieces like this. It’s obvious only when you know how.
With content marketing, there are dozens, if not hundreds of moving pieces…There simply aren’t enough hours in the day for you to handle all of the activities necessary for a successful content marketing campaign on your own. That’s why it’s essential that you learn how to automate your content marketing. Without automation, you will never be able to reach your full potential…
Read here. Entrepreneur; approximately 6 minutes’ reading time