I LOVE words, but they’re not the only way to tell a story.
Effective visual marketing is just as important. Videos, graphics, GIFs and great images all work to create a vivid and memorable content experience. Check out Kyra Goodman’s 12 tips for creating effective visual marketing.
Related: Speaking of visuals, ever wondered about those Instagram trends? The secret’s out: Instagram launched its first publication to keep influencers in the loop.
Can I get an Amen for Chrome extensions?
If you haven’t discovered the beauty in those little buttons, you are missing out. They’re not just for Pinterest and coupons anymore. They can also level-up your content marketing (and newsletter!) game.
A few handy highlights from the list:
This helpful Modern Digital Content Strategy For Startups Playbook popped up in my LinkedIn feed from the talented Anna Furmanov.
Use it to hone in on the true goal of content creation:
“To develop an ongoing conversation with the right people that eventually leads to purchase.”
Anna provides a smart framework for organizing the content production process. Note: she’s focused on start ups but I’d argue that it’s a game plan that even established brands should adopt. My favorite line:
“Stop asking ‘what’s the ROI?’ from brand awareness channels.”
This guide to Apple’s big privacy play helped me understand this issue a bit better.
“Users have been able to opt out of IDFA-based tracking before, but the new update puts the choice front and center.
It forces developers to give users a choice: once updated to iOS 14.5, every single company that wants to track users and their data across different apps and websites now have to ask permission first using a standardized prompt created by Apple...”
Bottomline: If users say no to tracking, companies that use that data for ad targeting will lose the insights they’ve had in the past. Facebook is now encouraging people to allow tracking when it all goes down so that they can be served relevant ads.
It’s going to be quite the challenge for advertisers who’ve relied heavily on this 3rd party data to target consumers. Maybe that spend will be reallocated to sponsoring content publishers and niche newsletter creators? 😉
Related: Guess which 2 words Apple uses most often to sell products.
For anyone unfamiliar with the term, gating content means requiring a form completion (usually asking for email, name, etc.) to see it.
There’s a bit of buzz lately around the value of ungating. What I like about Ann’s approach is that she shares a success story from a company that removed forms and freely shared content, but she also gets into what you’ll want to consider before you adopt the same approach.
There are some nuances. For instance, she mentions that Marketing Profs uses a publishing model (which many of you paid newsletter creators also use), and that gates make sense in that situation.
Psst! Speaking of gates, we’re in the final phases of preparing to launch private newsletters for Curated. That will mean you can show content to subscribers only. Stay tuned. It’s thisclose to done.
Here are 7 times when it might not be.
Number 3 is my favorite:
“More Traffic Is Not More Valuable Than Conversions”
In other words, aim to attract people who are better fits for your product.
Hoping to get granular in how you measure content marketing? This guide could be helpful.
Warning: It’s a never ending process.
Here’s a thought, though. Why not focus on the cumulative value of consistently producing content that is consumed versus trying to pinpoint the ROI on a single piece of content? We can easily extend the journey metaphor from today’s Prologue to all the content a brand produces. Just be valuable. Period.
On planning for when to give up on a strategy:
“You should plan before you spend a dollar when you’re going to give up. So if I was building a brand that sold, I don’t know, sweatshirts or microphones, I’d say, all right, I’m going to run these ads for six months and I’m not going to change my plan for six months. I’m going to show up and show up and show up because people need to see a message twenty-seven times before they even begin to register with it on the Internet. It’s even more than that because there’s so much noise. And so if you’re going to spend this money, it’s got to begin with a commitment. You don’t want to spend your money on one ad and then decide.”