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Right Hand Planning is a professional marketing agency that develops marketing strategies that help brands build traffic, leads and sales.

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Marketing news and insights from Right Hand Planning.

Filtering by Tag: social media

Does "Content Marketing" Work? Ask Sears, Says Forbes

Pete Semple

Yes. Oh, I'm supposed to write more? Ok. Um, "Webster's Dictionary defines Content Marketing as..." Just Searskidding, but let's start with a little explanation.

What Is Content Marketing?

It's writing and sharing information via articles or similar long forms of content. Is it "Article Marketing"? Yes. "Is it Blogging?" Yes.

These are two of the many tactics to get your content distributed but the important thing to understand about content marketing is why it's effective. Here are some factoids about content marketing that explain what it is and why it works.

  • It's the stuff you read when you read the newspaper; online or off.
  • It's the article you read in the doctor's office waiting room
  • It's the How To Get Fit or How To Stay Fit tips you click on when browsing practically any site (because don't they all offer that headline now?)
  • It's the analysis of last night's game you read on your smartphone in the elevator to avoid talking to your neighbors or coworkers
  • It's often a 300 to 1300-word or longer article
  • Maybe it can be video, Tweets and FB posts, but here we're talking more about long-form articles. Let's call that other stuff Social Media. It's rather a different animal.
  • It can be discreetly placed up for adoption in article directories or aggressively pimped out to ezine owners (jarring juxtaposition of metaphors, I realize). Either way it ends up in new places.
  • It helps you make new friends with other site owners, potential customers, advertisers and advertising vehicles

Why Is Content Marketing Effective?

  • People like to read stuff. Seriously! It's what the 'net is made of, stuff to read.
  • There are endless topics of interest and almost all topics are ever-changing
  • You can add your bio or call to action via links back to your site at the end of the article which drives traffic to your site
  • It informs in a non-salesy way, and is therefore more trustworthy
  • Fresh, informative well-written content on every topic is almost always in demand because there endless online sites and blogs and ezines and newsletters. And you know what one thing they all always need more of? Content. Why? Because it's easy to be a "publisher" by setting up a site, but writing good, long content takes time. Site owners love to outsource the creation of this material.

Case Study of How To Do Content Marketing Right?

Sears, Content Marketing and Forbes Magazine

So what's this about Sears and Forbes? Little old 119 year old Sears is apparently working it in the Content Marketing arena! And for what product? Fitness?

If you remember the old NordicTrack commercial or think the fitness equipment category is relegated to late night infomercials, you're totally dumb (just seeing if you're still paying attention!) then you might be surprised, as we were, to read how Sears is lining up fitness fanatics with their publishing prowess.

Check out the Forbes on Sears article here, Sears Explains Its Success In Content Marketing

So if Sears can do it, anyone can. And if Forbes is writing about it, then it must be good business. Ah, life is so easy when you take an extremely simplistic view of things. :-)

 

What Does It Mean That General Motors Will Stop Paid Advertising On Facebook?

Pete Semple

GM logoIt means Facebook is still a strong channel for brands. In fact GM still recognizes that value in their page on the network. What does it mean for ad revenue for FB? That's an open question.

What It Means for Small Business and Social Media Marketing

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GM's move is a strong vote for the social media network. Look, Facebook is still a huge gathering place for people which makes it a great place to put forth interesting content and dialogue with people.

FacebookHow Facebook makes money out of those people is an open question, but they're starting with a good amount of the raw materials.

GM And Facebook Implications

Here's what it doesn't mean:

  • Pay per click (PPC) advertising on Facebook is worthless
  • Facebook is worthless
  • PPC advertising is worthless

The article in the Wall Street Journal (subscription required beyond intro) draws some interesting conclusions:

 

The largest U.S. auto maker will continue to expand its use of marketing through Facebook's pages, in which markers can display content at no cost, these people said.

The news comes at a bad time for Facebook Inc. The Menlo Park-based social network is expected to hold a historic initial public offering on Friday. ...

Read full article here...

We're not sure it's bad news because there is still a strong presence of eyeballs on Facebook based on their decision to be there.  And where there are eyeballs the marketers will figure out how to monetize them.

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Local Social Media Best Use Example

Pete Semple

Local Social Media Marketing examples, notes on bulletin boardLocal businesses have a distinct advantage in internet marketing, and perhaps marketing in general, in our opinion. It's probably easier to gain visibility in your community than across the world wide web.

Is There Value In Social Media?

Social media can be a drain on scare time resources. A light touch, similar to corresponding with friends and family, is how we approach it.

Only in some circumstance do we see it make sense to monitor Social Media all the time (for example if you run a retail establishment and your customers are heavy Twitter users, then you should probably keep an eye on real-time tweets). Otherwise posting something of interest once to a few times a week can be enough.

Local Social Media Best Practices

But here's a great best-use example of local "social media". This small, family-run pizza place n a shopping center in Redondo Beach, CA on PCH has an entire wall dedicated to notes from kids and classrooms and other businesses in their mall.

And who has one of the cutest, most colorful posters on the wall? The staff from the Starbucks next door! The fact that the pizza place owner gives such prominence to his customers, the local school kids and his neighboring merchants gives the place a warm community feel.

It helps too that multi-generational staff is friendly and eager to please.

We think it's a great example of time well spent "posting" and "sharing" and showing "social media" at its finest.