As a part of a special series to help launch Duct Tape Selling we’ve asked the marketing experts at many of the valuable resources mentioned in the new book to teach us a thing or two about selling. RebelMouse is mentioned in chapter 5 – Build a Reputation. Enjoy the below post from Andrea Harrison, Head of Platform Strategy from RebelMouse.
As a former Digital Brand Manager at Pepsi, I know first hand what it’s like to win the advertising budget lottery. When we bought media around big tent poles like new product launches, Grammy’s or the Super Bowl, budgets were huge and making an impact could be guaranteed solely by the ability to buy share of voice. In this world, the media plan was almost more important than the creative. We knew that regardless of how well liked our ads were, or how engaging our social media content – we could buy reach and engagement with our ad dollars.
The downside to having such deep pockets is that you forget how important it is to produce amazing content and watch engagement grow organically. For small businesses without the media budgets of a big company like Pepsi, original and compelling content can be the key to creating the reach that is driven by your customer’s viral shares.
This lesson can be learned first hand from Kissmetrics, the web analytics company who shared some eye opening data from their own experience using content versus paid advertising to drive site traffic and fans/followers. Over a two-year period, Kissmetrics spent $28,200 to produce 47 original infographics ($600 each), featuring data and insights gleaned from using their tools and services. The results were staggering.
Results directly from infographics:
- 2,512,596 visitors
- 41,142 backlinks from 3,741 unique domains
- 41,359 tweets
- 20,859 Facebook likes
It would have cost Kissmetrics over $800,000 to get the above traffic numbers through sponsored tweets and traffic. Instead of going this route, they chose to pay the expense for the creation of content instead of solely on the promotion of it.
At RebelMouse, when we think about content creation to drive marketing goals and generate ROI, two quotes come to mind.
- “Digital content cannot succeed without the appropriate tech platform. Content without tech is a waste of time and money.” Ken Lerer, Lerer Ventures
- “Content Is King, But Distribution Is Queen and She Wears the Pants” Jonathan Perelman, Buzzfeed
To us, this means that it’s not enough to produce amazing and compelling content, you need to have a strategy for how you create it and how you distribute it to gain the maximum benefit.
Content Creation Tips: When you’re creating content that is meant to be shared, you want to be sure it’s set up to become viral. This means creating content that can be easily scanned by the eye and holds up well when shared across multiple channels like Facebook, Twitter, LinkedIn and Pinterest. Blog posts should always be accompanied by a related visual that can be sized to view on all social platforms. When creating content for the @RebelCMO blog, we find that when we use a recognizable visual + great headline, our organic shares are much stronger than just a great blog post alone.
Content Distribution Tips: The biggest learning we have on distribution is to always be monitoring the performance of your content across the channels that you’re using. It’s an extreme exercise in multi-variant testing in a live environment. When we see that certain content is driving more shares via one channel over others, we’ll optimize it for the best performing channel. This may mean going back into a tweet and adding an @mention and reposting it, or updating a Facebook post with a new headline. Most importantly, don’t get sucked into the myth of the chronological news feed. Your content should be curated in order to tell a story, regardless of when it was originally posted. Don’t be afraid to go back in and knit together a mosaic of posts that complement one another based on the historical performance of the content over time.
Making an impression with content, whether it’s a beautiful product photo, a blog post or a 6 second video could become your new advertising strategy. Just remember that the platforms you choose for creation and distribution are just as important as the content itself.
About us: RebelMouse is a complete mobile, desktop and email publishing solution that specializes in helping digital content travel farther, faster, and make more of an impression. We work with individuals, small businesses and big brands alike to put social at the heart of their owned media properties where they get the greatest brand impact and can drive “do” actions. We also help them extend the reach of their best social content on their site, in their media buys, and through viral amplification.