Tag: Digital Marketing

The Three Key Types of Content Distribution Channels

Content is king. We’ve heard this quote so many timed. Today, it still holds. Modern consumers need to be educated informed to lead them into the buying process. Yet, there is more to content being the king of digital marketing. A digital marketing speaker Hong Kong has noted that the means of content distribution is more important than the content itself.

5 million articles and blogs are written daily. These do not include posts from Facebook, Instagram, LinkedIn, Twitter, and other social media platforms. For brands and businesses, content live or die by their distribution and promotion choices. Thus, it is vital to understand the three key types of content distribution channels. This is to get your content in front of the right audience at the right time and in the right way. 

WHAT ARE THE DIFFERENT TYPES OF CONTENT?

There are many different types of content marketing. The long list includes:

  • Articles
  • Blogging
  • Checklists
  • Courses
  • Ebooks
  • Email
  • Free Apps
  • How-To
  • Infographics
  • Lead Magnets
  • Physical Leaflets
  • Podcasting
  • Product Demos
  • Quizzes/Tools
  • Slide Decks
  • Slide Shares 
  • Social Media Posts
  • Video
  • Visual Content
  • Webinars
  • Whitepapers

and more. Their key focus is as free entertainment and information among target audiences to support a brand or business goal. They can build communities and relationships. They can drive traffic to landing pages and social media pages. They can spread brand awareness. Just like now, what you are reading is content marketing.

A video marketing agency Hong Kong highlights the importance of short-form video content today. This type of content has convinced 84% of viewers to buy a product or service after watching them. Even 93% of brands have acquired new customers after posting short-form videos on social media pages. With such a type of content dominating the market, brands and businesses should focus more on their creation. 

WHAT IS CONTENT DISTRIBUTION?

According to a social media agency Hong Kong, content distribution is the process of promoting content to online audiences in multiple media channels. There are three key types of content distribution channels. These are earned content distribution, owned content distribution, and paid content distribution.

  • Earned Content Distribution means distributing content among third-party channels like guest articles, press coverages, product reviews, retweets, social media shares, etc. 
  • Owned Content Distribution means distributing content to websites that belong to the brand or business. They can be a blog site, email newsletter, microsite, social media pages, websites, etc. 
  • Paid Content Distribution means explicitly paying for content distribution. Under this key type of content distribution, the payment schemes can be under the Cost-Per-Click (CPC) or Cost-Per-Impression (CPM) model. 

The Three Key Types of Content Distribution Channels

An effective content marketing strategy is knowing the three key types of content distribution channels by heart. Each channel plays a unique role. How brands and businesses should utilize each channel depends on the type of content marketing. To drive response to your campaign strategies, here is an overview of each distribution channel. 

The first key type of content distribution channel is earned content distribution. They are the central content distribution channel among brands and businesses. It is where they have full control of what content to post, remove, or update. It is the best channel to build a community, communicate directly to your audiences, and nurture contacts and leads. Earned content distribution channels include brand mentions, forums, guest posts, industry communities, review websites, testimonials, and user-generated content (UGC). Under earned content distribution, the best KPIs should be brand awareness, conversion, lead generation, and user engagement. Earned content distribution can also be a perfect way to drive traffic to your owned content channels.

The second key type of content distribution channel is owned content distribution. Brands and businesses have a little bit of control over this channel type. It is the best channel to partner with influencers and KOLs. These channels include the blog site, business podcasts, emails and newsletters, social media pages and profiles, and websites of a brand or business. Under owned content distribution, the best KPIs should be brand awareness, conversion, lead generation, and user engagement.

The third key type of content distribution channel is paid content distribution. They may be the most challenging distribution channel. It is because brands and businesses need to carefully forecast their budget planning. But they are the best distribution channel for ads and campaigns. You can use them to kickstart a campaign and get measurable results within a day.  These channels include display ads, paid influencer social media profiles and websites, pay-per-click (PPC), pay-per-impression (PPI), social media ads, and sponsored content. Under the paid content distribution, the best KPIs should be brand awareness, conversion, lead generation, and user engagement. To reap success in paid content distribution, the main focus should be its return on investment (ROI).

THE BOTTOM LINE

An effective content marketing strategy is knowing how to promote the right content to the right distribution channel. 

  • Prioritize building and growing your audience group through “owned media channels.” Leverage other channels to drive traffic to your owned content pages. 
  • Use “Paid media channels” to promote your most essential content. These may include landing pages content, lead generation offerings, etc.
  • Focus on creating mission-driven and shareable content to achieve success with earned media channels.

These tasks may be challenging for a brand or business to do by themselves. You can always consult a digital marketing agency to expand your content reach and lead you to greater marketing success. 

Reference: https://www.socialmediatoday.com/news/key-types-of-content-distribution-channels-infographic/606106/

How to Make the Best Out of Google Trends

Google recently celebrated the 15th year of Google Trends. It is a list of the latest insights and stories. Google Trends display the volume a search term is entered in Google. Such information can be used to compare keywords and discover events that can trigger search ranking. 

A digital marketing speaker Hong Kong explains that Google Trends can be very useful in finding relevant keywords to optimize SEO campaigns. By visiting the tool, brands and businesses can explore what the world is searching for. The results will show the volume of searches for a specific term per related topic, region, and time. These data can guide them when and where to ramp up their marketing efforts. 

In line with Google Trends’ 15th anniversary, Google listed 15 key tips on how to make the best out of Google trends. Here’s a summary of these tips. 

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Tip No. 1 – Data by Date

Marketers can filter their searches on what people are looking for from any date in 2004 to a few minutes ago. The search results will show two data sets. The first data set covers historic information from 2004 to 3 days ago. The second data set covers real-time information from 7 days ago to the present. A social media agency Hong Kong notes that real-time data sets are more detailed and are updated minute-by-minute. As such, they are a perfect guide to creating the latest creative campaigns. 


Tip No. 2 – Top Searches VS. Trending Searches

Top searches or “most-searched” queries are what people look for in a specific time frame. While trending searches are queries that accelerate faster in a given time frame. The latter is useful in knowing how things have changed. To make the best out of Google Trends, markets should focus on real-time trends.


Tip No. 3 – Terms VS. Topics Search

Google Trends allows marketers to look up using terms and topics. Terms are very specific searches yielding limited results. Topics are language-agnostic in Google Trends. They account for spelling mistakes and variations. They also cover all related search terms. So, Google recommends choosing topics over terms when exploring trends.

Tip No. 4 – Big and Small Locations

Google Trends is the perfect tool to compare keyword searches. To make comparison easier, Google recommends comparing search trends from big places to small places. For example, when looking up search trends, start with the metro area or key cities, then proceed to less populous and smaller regions like counties and towns. 


Tip No. 5 – Country Filters

Google Trends also allows you to know what is trending in each country in the world. To make the best out of Google Trends, use country filters. They are the best ways to give you a sense of volume based on geographic regions of the world.

Tip No. 6 – Real-Time Search Trends

Real-time search trends are a great guide to see what’s happening right now around the world. From these data, marketers can grab the opportunity of promoting related products and services based on these trends.

Tip No. 7 – Relative Comparison

Google Trends recommends always doing a relative comparison when using the tool. To understand the scale of trends further, comparison can help brands and businesses offer something that their competitors don’t.

Tip No. 8 – Different Places Searches for the Same Thing

This is a hidden feature of Google Trends that can be very useful to marketers. Google Trends allows the comparison of up to five search terms or topics. For each one, you can specify the locations or places over the past 12 months. From these data, marketers can identify the best market location where they can ramp up their ads and campaigns. 

Tip No. 9 – Visualize Common Interests

Google Trends is a human-centered dataset. It is a collection of what people are interested in. With the said tool, marketers can visualize common interests. They can then create campaigns relevant to these common interests to make them more effective.

Tip No. 10 – Polls VS. Trends

Polls are very much different from trends. Google Trends should not be confused as a tool to create scientific polls. Rather, marketers should use Google Trends to search for a particular interest during a specified duration of time. 

Tip No. 11 – What’s Happening in the World Economy

Do you know that Google Trends is a perfect tool for knowing what is happening in the world’s economy? In fact, the Organization for Economic Co-operation and Development (OECD) uses the tool to get a more granular view of its quarterly releases to track GDP. 

Tip No. 12 – Autocomplete VS. Trends

Autocomplete is also very much different from Google Trends. Autocomplete is the process of predicting the term or topic based on what you are typing. Google Trends is a tool to look up for anything you want to search. Although it uses the autocomplete feature on the search box, its results are available trends based on what you are searching for and are not predictive.


Tip No. 13 – What’s Trending Near You?

Another interesting feature where you can make the best out of Google Trends is to see what is trending near you. The tool allows you to see what is trending in a certain location without the need for a search term or topic. This can be seen or trending searches based on locations.

Tip No. 14 – Downloading Google Trends Data

To make the best out of Google Trends, the tool allows marketers to download loads of data. These can serve as their guide on their marketing plans. All they need to do is click the download button next to each chart.

Tip No. 15 – Have Fun with Google Trends!

Around 15% of Google Trends queries are very unique. They have never been seen before. Have fun to make the best out of Google Trends. Peek behind the curtains by constantly searching for what things interest the world!

Reference: https://blog.google/products/search/15-tips-getting-most-out-google-trends/

The Basic Elements of a Website Design

Websites are an important marketing element among brands and businesses. It is a tool to get more clients and customers. It is also the first point of contact your company has. Like a physical storefront, you should put your best foot forward when building a website. A solid and well-executed web design is a great asset to success as a digital marketing speaker Hong Kong noted. Designing a website is alchemy. It’s much like creating a mysterious recipe for gold. Modern websites are more than aesthetics and visuals. They affect brand reputation and SEO ranking. Below are the basic elements of a website design. 

Interaction

Modern consumers want fast answers to their queries. A business website is their first point of contact. So, brands need to add an element of interaction to their website. A chat function can engage your customers immediately. If they have questions about a product, brands can connect quickly to assist them and turn the conversation into a conversion. Today, Facebook allows the integration of a website’s chat function with Messenger. This can help brands connect to their audiences all in one place. They can also activate chatbot services to provide 24/7 interaction with their customers. Interaction is the most important element of a website. It’s because it captures human connections, which is the main goal why a business creates a website.

Mobile Optimization

Today, around 3.8 billion people are using a smartphone. This is equivalent to almost 50% of the world’s population. As more people access social media platforms and online websites via mobile devices, a video marketing agency Hong Kong suggests focusing on mobile optimization to create a good website. The mobile optimization element of a website is the process of making a website content flexible and responsive based on what device a user has. It allows quality display and formatting for both big and small screens. Less is more when it comes to mobile. Keep your website as simple as possible. Cut down content to shorter sentences. Compress visuals to display them well even on small screens. Upload video content that is less than 120-second in length. As much as possible, avoid pop-up messages.

Navigation

The navigation element of a website refers to how a visitor can jump from one page to another. A good website allows navigation between pages in just one or two clicks. Each page should quickly load in displaying information and visuals. A menu or a site map is a great idea to make it easier for users to know the functions available on a website. There are several ways to improve the navigation on a website.

First, you can use image compression software to decrease the size of images on your website without compromising their quality. Second, avoid too many plugins. Plugins are pieces of software that add extra functionalities to a website. The more plugins a website has, the slower your website will be because more apps need to run. So, it is best to avoid adding plugins. Keep your website as simple as possible. Third, web page caching is a process of storing web files in a temporary folder. Such a folder allows quick access to information among website users.

Quality and Relevant Content

Content is the backbone of a website. This element plays a major role in influencing the buying decisions of your target customers. It is also the key to rank on search engines and increases traffic to your website. The content of a good website should be accurate, educational, and easy to read. The content should be well-researched and validated. It should inform customers on how a product or a service can solve their pain points. It also doesn’t stop in writing. It involves focusing on how your messages interact with the visual design. Content strategists should ensure that the “About” and “Contact” pages of a website are always updated. For blogs, try to break long sentences into simpler statements. Break up long lists through bullets. Used eye-friendly colors and fonts for the readers to avoid eye strain.

Visual Appearance 

According to a social media agency Hong Kong, modern consumers prefer media-rich content and good visuals. A website typically has 1/10th of a second to impress its visitor. By using great graphics, it makes your home page more appealing. People will see your website as professional and reputable. As such, they will stay and explore your pages which can likely result in sales. The visual appearance of a good website should be clean, intuitive, and simple. When we clean, it should be pleasing to the viewer’s eyes. They should not be so bold and cluttered to produce eye strain. An intuitive visual element of a good website makes it easy for users to navigate between pages. For example, product visuals should be clickable to easily lead visitors to the checkout page. Moreso, a simple website visual appearance has enough white spaces to give room for breathability. Each image should complement each other, and the text should be relevant to the images. There should always be a visual hierarchy on the site. Most website designers place the brand logo, the navigation bars, or search menu boxes on top of the home page. 

Reference: https://www.dreamhost.com/blog/elements-of-webdesign/

Shoppable UGCs – The Future of Social eCommerce

Remember the story of GoPro? GoPro is the world’s most versatile camera brand. Most camera brands today have been greatly affected by the rise of the smartphone. People no longer need to buy expensive cameras because smartphones already have them. But GoPro stands still as popular among outdoor travelers and sports enthusiasts. And why is this so? It’s because of UGC, the main focus of GoPro on its marketing strategy. GoPro created a platform to help their customers share unique moments they capture as an entry to the “page of fame.” This is a monthly contest among GoPro users. Roughly 6,000 GoPro videos are uploaded on their platform daily. The winning entry receives a prize and is uploaded on GoPro’s social media pages. Today, brands have mimicked GoPro’s stint. With the many trends in using user-generated content, Shoppable UGCs are now the future of social eCommerce.

WHAT ARE SHOPPABLE UGCS?

Shoppable UGCs are the blending of a brand’s product specification and user-generated content. With a product specification, shoppers can make a direct purchase within a social media platform. On the other hand, the user-generated content showcases the credibility of the brand that greatly influences the buying process. Shoppable UGC boosts a brand’s revenue by reducing cart abandonment. A social media agency Hong Kong relates how Diaspora Co. harnesses the power of UGC to becoming a popular spice brand globally. In 2017, Sana Javeri Kadri founded the company with the goal to market organic spices produced by small Indian farmers. Sara started an Instagram Shop for Diaspora with only 300 followers. They then started showcasing cooking demos of customers using their spices. By tying up the business with UGC stories, Diaspora has now gained more than 86,000 followers.

WHY SHOPPABLE UGCS ARE THE FUTURE OF SOCIAL E-COMMERCE?

According to a digital marketing speaker Hong Kong brands have shifted the spotlight away from them and turned it towards their employees, fans, and loyal customers. Through a video marketing agency Hong Kong, they use this group of people to fuel their social media content and marketing activities. This is because of the following reasons:

Shoppable UGCs Are a Cost-Effective Way to Market

Many brands spend a hefty amount to advertise their products and services. They pay search engines under a PPC scheme. They pay social media platforms to show their ads on news feeds. They also pay creators to curate eye-catching content. Shoppable UGCs don’t need creators nor paid advertising services. A brand can simply ask permission from its customer to use his or her content. They can offer a freebie or a mention in exchange. Brands only need to put a product tag or shopping link before publishing it and voila, they now have a great ad or campaign on a social media page.

Shoppable UGCs Improve the Buying Experience on Social Media

A shoppable content experience allows social media users to buy products and services directly within the platform. It eliminates the traditional buying process that involves lengthy procedures and steps. What makes shoppable UGCs the best is that buyers can complete the payment in one or two clicks. It is online shopping made easy, engaging, fast, and seamless. With 91% of buyers preferring interactive visual content, shoppable UGCs have significantly decreased cart abandonment.

UGCs Are the Most Engaging Content on Social Media

People love UGCs because they are more authentic than branded content. They can better relate to the audiences’ emotions by being within the same shoes. Statistics show that UGC highly influenced the buying experience of 79% of shoppers. As the line between eCommerce and social media content narrowed down, Shoppable UGCs are becoming a trend. Most brands highlight their stories using product tags and shoppable stickers. A majority create featured catalogs to showcase their products and services. 

UGCs Provide Social Proof for Customers to Trust a Brand

Consumers today are a lot smarter. They commonly look for social proof before trusting a brand. With shoppable UGCs, brands can show that they make people happy. UGCs also show that a specific product can solve a customer’s pain point or problem. In another instance, shoppable UGCs allow consumers to experience the product via augmented reality. As such 56% of consumers look for shoppable UGCs before making a decision to buy a product or service. Today, the most influential content is not a picture-perfect image or video. Instead, they are realistic clips and images from genuine customers.

THE BOTTOM LINE

Shoppable UGCs are indeed the future of social eCommerce. They tap into the human desire to deeply connect with a brand. They are authentic and relatable. They also provide a great return of investment (ROI) without much cost or advertising budget. With 55% of the world’s population using social media, this is the best time to use Shoppable UGCs as the main strategy in social media marketing.

Reference: https://www.socialmediatoday.com/news/why-shoppable-ugc-is-the-future-of-ecommerce-experiences/598994/

The Story of Stories Marketing in Social Media

Once upon a time, an English photographer combined 24 photos of a horse to show “The Horse in Motion.” It was the first experiment to create a video in 1878. After 10 years, a French inventor created the “Roundhay Garden Scene.” It was the oldest surviving motion picture in the Guinness Book of Records. Then, there was the Internet where videos can be uploaded. In 2005, YouTube was launched with its first video – “Me at the Zoo.” From there, the rest was history. Video technology evolved faster and soon became the king of digital media.

Video marketing is the number 1 winner in 2020. But people’s habits have changed. Because of the many social media websites, their attention span is very short. They tend to hop from one network to another daily. As such, most social media agencies Hong Kong use short-form video content to engage their audience. These short clips have strongly influenced the buying decision among consumers. Many social networks added features and tools to create short video clips. They are launched not only for marketing purposes but because they are the crowd’s favorite. At first, there were Instagram Stories which sooner was also adopted by Facebook. Then, there were Twitter Fleets. 

Facebook and Instagram Stories

Launched in 2016, around 500 million Instagrammers use Instagram Stories daily. They allow users to post an image or video that disappears within 24 hours after posting. In 2017, Facebook integrated the Stories within the platform. They are initially user-generated content uploaded by Facebook users. Like Instagram Stories, they disappear within 24 hours after posting. 

Facebook Stories appear on top of Facebook feeds. A story will appear in full-screen mode once a user taps a profile photo in the Stories tab. Unlike a regular Instagram post, Stories don’t have likes or public comments. To create Facebook Stories, simply tap the plus sign within your profile photo on the Stories tab. You can choose the option to add an image or video from your camera roll or capture a live photo or video that you want to share.

Instagram Stories appear on top of Instagram feeds. A story will appear in full-screen mode once a user taps a profile photo in the Stories tab. Unlike a regular Instagram post, Stories don’t have likes or public comments. To create Stories on Instagram, simply tap the plus sign on your Instagram home page and choose the story option at the bottom of the camera screen. 

Facebook and Instagram Stories have different elements that brands can use for video marketing Hong Kong. These elements make it easier for users to create engaging and high-quality videos in the absence of studio filters and hi-tech cameras. 

  • Augmented Reality or AR effects allow users to add digital objects within a real-world environment. They can be a cost-effective and creative way of enhancing the presentation of your Instagram Stories. Brands can also use them to highlight a certain product.
  • Product Tags on Instagram Stories are a great way to influence the buying decision of the viewers. Using the right CTAs and linking them to an eCommerce website allows people to shop without leaving Instagram.
  • Stickers are another way to monetize content. Product stickers help users discover more products that brands offer. Tapping on the features allows them to check out their cart directly on Instagram. 
  • Shops and Shop Catalogs can be shared via Facebook and Instagram Stories. These serve as the digital storefronts among businesses.
  • Video Clip Editing tools were added by Facebook and Instagram to Stories last December 2020. They are very useful in changing the elements of Stories that brands put under an A/B experiment.

One great thing about Facebook Stories is their ability to be shared on Facebook Pages. This is some sort of targeted advertising. Sharing relevant brand Stories on Facebook Pages stir conversations and uplift traffic on a brand’s site.

Recently, Instagram is also testing auto-captions and saving drafts of Stories. Auto-caption can boost the reach of Stories for SEO purposes. While saving Stories makes it easier for marketers to fill their Instagram calendar.

Twitter Fleets

Twitter officially launched Fleets on 17 November 2020. Since Fleets disappear after 24 hours, it gives lower pressure for people to share what’s happening. Fleets are a great way for sharing momentary thoughts. It starts conversations through direct messaging on Twitter.

Twitter Fleets are visible on top of Twitter timelines. Tapping the profile picture of the account you are following on Twitter shows a full preview of the account’s latest Fleet. Users can fleet an image, text message, tweet reaction, or video. To add a Fleet, just tap your Twitter profile picture on the Fleets tab. You now have the option to upload an image or video from your camera roll or you can capture one to shoe on your Fleet story. To share a tweet on Fleets, tap the share icon and choose “share in Fleets.”

Fleets are a relatively new kind of social media story. But many brands find ways to use them in marketing. 

  • The Twitter nation craves authentic interaction. Using Fleets, brands can share behind-the-scene experiences. They can show how a product is made or what a typical day in the company looks like.
  • Fleets vanish so fast freeing brands from cluttering Twitter feeds. Through Fleets, brands can share casual content like product inventories, top-selling items, and upcoming product lines. 
  • Fleets are also the perfect place for a live broadcast. Brands can announce a big event, an upcoming sale, how-tos, unboxing, etc. Through Fleets, brands can create a sense of urgency by sharing giveaways and promotions that last for 24 hours.
  • Fleets are also helpful in keeping your fans updated with what’s happening in the business. Whether it’s a new sale, product launch, or shipping delays, brand followers won’t miss it because Fleets stay on top of the tweets all day long.
  • Besides authentic interaction, the Twitter nation also craves fun and news. Fleets are a great wait to create fun and entertainment through memes and short clips. Such content can encourage engagement and liven up your followers’ moments on Twitter. Alternatively, a Fleet is also an eye-catching way to share the latest news and trends in the world today. 

2021 Trends for Stories Marketing 

A marketing speaker Hong Kong, stories marketing is very popular because it is authentic, entertaining, and simpler to digest. Today, brands use story marketing in alignment with 3 trends.

  • UGC for authenticity. A happy customer’s story about a positive experience in a product is very authentic proof among consumers. Brands can publish user-generated videos that evoke emotions. Once they capture the viewer’s heart, these stories can most likely impact their buying decision.
  • Behind-the-Brand videos for entertainment. Stories marketing can help promote transparency within brands. Using them to showcase behind-the-brand videos can be very entertaining. Brands are giving the viewers a unique experience in connecting them with the people behind a brand. Pulling back the curtains for bloopers, fun moments, or milestones makes the audience laugh and feel connected.
  • A simpler way to educate the customers. Most people find text instructions boring. This makes them miss out on critical items on a manual. Stories marketing is also a simpler way to educate your customers. Explainer videos make it easier for them to remember step-by-step instructions on how to use a product. It is also a simple way of showing them what are their benefits.

Stories marketing doesn’t end here. It is a continuous effort that brands should do. Go ahead, tell your brand stories.

References:

https://www.nicemedia.co.uk/history-video-first-things-first/

https://buffer.com/library/instagram-stories/

https://buffer.com/library/facebook-stories/

https://blog.twitter.com/en_us/topics/product/2020/introducing-fleets-new-way-to-join-the-conversation.html

https://blog.hubspot.com/marketing/short-form-video-trends