Marketing Pilgrim's "Content Marketing" Channel

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Do you trust professional content you found on Facebook?

Social trustSuppose I emailed you an article about a radical way to drive traffic to your website. Would you be more likely to trust this article if it came from LinkedIn, Facebook or Twitter?

According to “The Mindset Divide: Spotlight on Content” from LinkedIn and Millward Brown Digital, where you found the content could be just as important as who wrote it.

To be fair, LinkedIn did sponsor this study so obviously it leans in their favor but I still believe there’s a point to be made. Let’s take this off social media and look at it this way; I send you a link to an article. The link takes you to a webpage that is 90% ads and looks like it was built in 1981. Trust or don’t? Would you even bother to read it?

Trending topics? Google will now deliver them right to your inbox

It’s important for marketers to keep up on trends because trends can help you catch the consumer’s eye. Hey, there’s a reason why every brand from Oreo to NASA Tweets on Super Bowl Sunday. We’re a nation of collective thinking. Did you see the Game of Thrones premiere? Can you believe the latest social media faux pas? And how about that final goal in last night’s hockey game?

Want to know what people are talking about? Check Google Trends. This webpage is a constantly updating list of the hottest searches sliced and diced into bite-sized pieces.

Google Trends

Don’t have time to constantly check for new updates? Google has a tool for you! It’s the hot, spanking, new Google Trends subscribe button. Use it to get email updates on any search term, Hot Search list by country or the US Monthly Top Chart.

Millennials trust UGC more than they trust you

Review trustIf you’re marketing to Millennials, I have good news and bad news.

The good news is, Millennials are more likely to trust and be influenced by user generated content than content you the marketer has created. This is good because that’s content you don’t have to create – your community will create it for you. Yeah!

The bad news is, Millennials are more likely to trust and be influenced by user generated content than content you the marketer has created. This is bad because you don’t have control over user generated content. That means potential customers could be getting a completely wrong impression about your company and products.

When it comes to work-related reading, LinkedIn users are rarely off the clock

time-enough-at-last-350x263Last week, LinkedIn announced their new Content Marketing Score tool which is supposed to help you make the most out of your online consumables. Today, they continued down this road with a quick look at when users like to read work-related content.

When is important for one simple reason – there’s too much stuff and too little time. Like Henry Bemis, we’re all stuck in a world where there’s not enough time to consume all of the intriguing books, blog posts and papers. Because of that, we’re forced to pick, choose and prioritize based on what lands in front of us at any given moment.

New LinkedIn tool will let you know if your content is on target

Linked In Content MarketingLinkedIn believes that content = marketing and for the second time in a week, I got to check the “Content Marketing” category box here at Marketing Pilgrim. Two times in one week doesn’t sound like much but with all the social, mobile, social, mobile, it’s nice to see companies talking about what people are talking about!

That’s what content marketing is – articles, infographics, reports, presentations, videos loaded with information that people can use, engage with and share. In the broadest sense, even Tweets and Instagram updates are forms of marketing content but for the purpose of this discussion, we’re going to talk “long form.”

LinkedIn just released two new tools to help companies figure out what to talk about and then gauge the effectiveness of the content that was released into the wild.

Random acts of content marketing leave customers wanting more

empty heart rgbstockOnly one in three marketers describes their own content marketing as effective. How’s that for a bold, beginning of the week statement?

It comes from a new report from Forester Research called “Build Your Content Brand By Delivering Customer Value” and that pretty much says it all right there. The report says that marketers, in their rush to keep the the lines of communication open, tend toward random acts of content marketing that just leave consumers wanting more.

The problem is that we’re doing it the way we’ve always done it, even though the methods are less effective than they used to be. Why? Here’s a hint. Times have changed.

Getty Images for Free? Getty Embed Makes it So

Getty EmbedEvery new blogger has the same question, “where can I find decent legal images for my blog?” They want to play by the rules but it’s tough, especially if you’re covering fashion, celebrities or breaking news. It was tricky enough when all you needed was one pic per post but these days images are taking over for text and that makes the problem even more pressing.

On the other side, we have Getty Images, one of the premiere sources for trending photos. It’s the archive everyone from ETOnline to the LA Times turns to for celebrity coverage but for the average small biz blogger, the per photo cost is way out of reach. So instead of paying. . .what do they do? Many bloggers use the images anyway and hope they won’t be asked to take them down. Getty could fight. . instead, they decided to switch.