Marketing Pilgrim's "Content Marketing" Channel

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The Main Goal of Content Marketing? Leads

Content marketing is everything these days. Everything that a marketer does is about content. Develop content for thought leadership. Develop content for various channels to reach everyone where they are. It makes sense.

Of course, developing that content isn’t just an exercise to keep people working. It’s about getting people to buy products and services.

According to a study reported by eMarketer that was performed by IMN (a conference organizer), that fact has become much more apparent in recent months. When marketers were polled regarding the primary goals of content marketing they really showed there is pressure to generate leads in today’s marketplace. Take a look for yourself.

Primary Goal of Content Marketing

OK, if you are a content marketer you better generate leads, huh? But what is most interesting about this though is that even though there was a relatively low percentage of respondents in 2012 saying that revenue generation was their primary goal (9%) there isn’t even any mention of it in this year’s numbers.

LinkedIn Sponsored Updates Are Now Open to All

Posting ads is fine but when you hand someone a piece of content they can use right now – that’s the start of a relationship. LinkedIn can help you make that connection with their new Sponsored Updates program.

In social media speak, an “update” is any content you published to your feed. Could be a blog post, a video, a presentation or a graphic. In this case, it has to be on a Company page, not a personal profile but from there it works pretty much like any online ad buying experience.

linkedin sponsored ad dash

You can use the self-serve ad tool in LinkedIn to target your content. Choose from options such as location, job function, industry even security levels. If you’re a really specific person, you can even target all the folks who work at one company. You can also go international reaching out to more than 200 countries in 20 different languages.

From Conversation to Content-Delivery: Professors Predict a Change in Twitter

twitter logo“Get ready for a TV-like Twitter.”

That bold statement comes from Columbia Business School Professor Olivier Toubia. He and his colleague, University of Pittsburgh’s Assistant Professor Andrew T. Stephen just released the results of a study they conducted on Twitter usage. They study is called “Intrinsic versus Image-Related Utility in Social Media: Why do People Contribute Content to Twitter?” and it concludes with the end of Twitter as we know it.

Don’t worry. There’s not going to be a giant Twitter Apocalypse or anything. (Sounds like a Syfy original movie.) Twitter usage is just going to keep shifting until it becomes more of a content-delivery system and less of a means of conversation.

Here’s why.

Marketers Vary on Just Trying to Define Real-Time Marketing

As if we have already conquered much of what the Internet space has to offer marketers, the online marketing industry is moving on and now trying to tackle the concept of real-time marketing. Of course, it’s a good idea to have a clean definition of what you are trying to master. Well, that is if you want to do something in excellence. Unfortunately, the online marketing industry often settles for doing what’s ‘in’ or ‘cool’ and then wonders why things fall apart.

But enough about that. Let’s take a look at an article from eMarketer that references a study conducted by the Direct Marketing Association on behalf of Neolane. Part of its purpose was to have marketers define real-time marketing. Here are the results.

Real Time Marketing Defined

AdSense Adds Favicons to Text Ads

FaviconsThe folks at Google’s AdSense product have announced the addition of favicons to their text ads.

The Inside AdSense Blog tells us

We’re constantly thinking about how we can make our ad formats better for you, your users and the advertisers appearing on your pages. Today we’re happy to share the introduction of favicons to our text ads. A favicon is a small graphic that an advertiser can use to brand their website, such as their company logo.

We regularly experiment with small changes to the look of our text ads, measuring the potential impact on user experience and publisher earnings. Our experiments show that adding these favicons to the ads makes advertisers more recognizable to your users, which benefits both you and the advertisers whose ads appear on your sites.

Faster Overall Internet Speeds and More in State of the Internet Report

This report from Akamai, admittedly an ad for the company wrapped in an interesting title and some researc, covers some serious ground that Internet marketers should be aware of.

With a focus on the overall speeds across the globe there is also a focus on the state of mobile which simply shows the use of mobile data booming. Take a look for yourself.

Akamai Q1 2013 State of the Internet Report

What does this mean for marketers? It’s pretty simple. Faster connection speeds means less lag and cleaner delivery of content whether it is advertising, posts or whatever. As we move more toward an image centric web it is nice to know that image heavy sites and specific content options will be less likely to bog down in delivery.

How Do You Define Native Advertising?

Native advertising is a buzz phrase gaining in popularity which is interesting since there is no true consensus as to how to even define the term. But hey, in the Internet Age it’s less about defining and more about promoting so this ‘approach’ makes sense.

eMarketer has reported on the increased popularity of native advertising offerings and the definitions offered via a study by the Online Publishers Association and Radar Research. Here they are.

Definitions of Native Advertising

The list is not so much defining the practice of native advertising completely but really gives a few characteristics of the practice.

Let’s face it, while display advertising has its place in the market, the expectation of clicks on display ads is a misplaced metric in a world inundated with advertising messages. Display is more of a branding play and that’s fantastic although many advertisers believe that the lead generation capabilities of display are far beyond the reality of the situation.