It’s Friday and that means it’s time for This Week in Social Analytics with our favorite posts of the past week in the world of measurement, analytics, and social media. See a great piece we missed? Link to it in the comments, or tell us about it on Twitter or Facebook .
On content marketing
7 Types of Content You Still Aren’t Creating But Should Be [from Business2Community; written by Arnie Kuenn]
“. . .it’s more efficient and effective in the long term (and often times required for larger organizations) to take a broader view – to create content that can come to life in various formats, across many different platforms, and that can address multiple audiences.”
Do You Follow the 6 Content Curation Principles? [from PRblog; written by Kevin Dugan]
Tumblr is one of the best platforms for curating fantastic original content to share alongside your own original content. Here are six principles to consider to get you started on your curation journey:
The Super Bowl of Content Marketing Audits – Optimized, Socialized & Integrated [from Top Rank Online Marketing Blog; written by Lee Odden]
The big mistake: (But not as big as throwing a pass on 2nd down and 1 yard to go) The Discovery, Assess and Recommend process for Audits is often treated as a one-time event, usually at the start of an internal effort to re-align marketing efforts or at the start of an engagement with an outside digital marketing agency. That’s a mistake. Depending on the program, audits should be part of a quarterly or annual process to evaluate program performance.”
On understanding your audience
Be Effective by Being Authentic [from Marketing Profs; written by Gillian Vallee]
“To convey honesty that compels customers to act, effectual marketing messaging goes beyond being true and correct. To resonate as genuine, a brand must demonstrate accessibility, inclusiveness, and familiarity.
Ask these questions often:
What promises are we making? How are we delivering on those promises?
How have we demonstrated our interest and investment into our customers’ needs and desires?
Are we relatable?
How have we let the customer ‘in’?
Prove that there is truth in advertising.”
I don’t know my online audience and neither do you [from grow; written by Mark Schaefer]
Mark raises some interesting questions and provides definite food for thought in this piece:
“I think this poses some interesting questions about marketing to an online audience.
We are only measuring the loud people, a vast minority of those who love us. What is the danger of forming a marketing plan around a group that is probably less than 5 percent of the total audience?
We cannot mistake ‘quiet’ for irrelevant. There is a huge number of passionate fans out there who just never tell us they’re passionate fans! They are a powerful group.
If we can’t accurately measure our content audience through normal analytics channels, what CAN we do to more accurately know who’s out there sharing our content in some way?”
B2B Marketers Seek to Better Understand the Customer Buying Journey [from Marketing Charts; written by staff]
“Of note, certain mobile channels are slated for decreases: 4 in 10 respondents plan to cut spending for mobile QR codes and for mobile messaging, while 3 in 10 plan to reduce their mobile app spending.”