COVID-19 is dominating the news (and rightfully so). As such, it has everyone’s undivided attention — as they’re eager to consume, learn, and understand how it might affect them. In these challenging and fast-evolving times, delivering topical content — on brand and in alignment with core values — becomes exponentially more important for marketers. But how do teams keep up with the demand? How can they provide relevant, topical, and high-quality content to maintain engagement with their audience? And how can they produce it quickly and cost-effectively? The answer is content licensing.
Sometimes referred to as content syndication, content licensing is content produced by publishers and legally licensed to supplement content programs for marketing and communication teams. During times of crisis, marketers are asked to quickly pivot – often requiring them to drop what they’re doing, reevaluate strategy (and tactics), and produce new content that will resonate with their audience.
Content licensing enables them to successfully meet these demands, helping to scale their content production capabilities and increase publishing volume across all channels and global markets.
Increase Engagement, Communication, and Conversions
The goal of content marketing is to build a strong relationship with your audience. By utilizing content licensing, you can develop an “always-on” relationship with your customers. This means you can engage with them every day and maintain an ongoing relationship, even during times of crisis. By providing useful and informative content with content licensing, you will create an honest relationship with your audience throughout the course of the pandemic (and even after the crisis).
Content licensing provides several benefits: driving high-quality site traffic, scaling your content programs, and ensuring engagement across all channels. With less money and resources, content licensing helps ensure you and your team have an on-demand inventory of high-quality content — even during difficult times.
Stay engaged with your customers:Licensed content not only helps you drive traffic to your site, but it also helps you engage with your audience. By providing interesting articles, compelling videos, and stunning images will help you take an “always-on” engagement approach with your customers while having enough content to personalize the content experience for each stage in the buying journey.
Drive traffic and retain customers:Licensed content allows you to host full-text articles, images, and videos directly on your website. This means that links posted to any of your social channels always drive traffic right back to your site – audiences will never have to “click out” to another publisher’s site again.
Scale your content programs with minimal resources…
Maximize Your Brand’s Customer Engagement with Content Licensing
Content licensing not only helps brands scale content production but can also improve website traffic during times of a pandemic. With so many articles and images accessible, content licensing can help your brand distribute the volume and variety of content needed to help achieve your content strategy goals.
Content licensing can help improve organic traffic in three ways:
Websites with consistent publishing cadence get indexed more and are recognized by Google for having fresh content.
Content licensing gives your brand real-time access to trending and relevant content so you can quickly publish SEO-friendly, time-sensitive article pages (especially about coronavirus).
Content licensing from prominent publishers validates your posts and increases social shares, which are important factors in Google’s SEO algorithm.
How Can NewsCred Help for Content Licensing?
NewsCred is the only company that takes a holistic approach to content marketing by providing licensed content, original content from our award-winning network of freelancers, and user-generated content, as well as content workflows, distribution, and analytics. We believe in helping global brands to overcome adversaries, like this global pandemic, by empathetically connecting with their audience through content.
While most marketers are familiar with the importance of original content, many ask about the benefits of content licensing. NewsCred offers licensed articles, images, and videos from over 5,000 publications across many countries, allowing brands to increase the volume and quality of content they publish while increasing brand equity.
Scale Your Marketing With Quality Content
Licensed content gives brands the right to publish full-text articles, images, and videos from prominent publications across brand owned marketing channels: websites, social platforms, and emails.
Increase your publishing volume and cadence:Newscred offers over 50M full-text articles and images from thousands of world-class publishers, giving you the scale of content you need to meet the demands of the always-on consumer.
Get the quality, depth and breadth of content you need:Our content offering spans 160K topics, 19 verticals, and six languages, allowing you to produce legitimate content across a breadth of broad and niche topics – from coronavirus news to medical technology.
Access beautiful stock and editorial images:Articles that contain images get 94% more views than articles without. With 30 million editorial and stock images, access to fully-licensed images, and the most extensive image licensing rights, NewsCred enables you to publish beautiful images everywhere.
At NewsCred, we work with global enterprise companies to solve the problems of customer engagement, retention, and global scale. During difficult times, our customers recognize that a diversified content creation strategy is necessary to achieve the scale and quality they need – which is why we are on a mission to be by their side to support them in any content needs. The right balance for content marketing is dependent on your brand’s needs and goals. There is no golden ticket for content marketing success, but these three resource pillars give brands the tools and assets to create a successful content marketing strategy with reach, speed, and scale.
Any marketer who has actually talked to other content creators and strategists in the marketplace knows that not every brand has the bandwidth to produce 100% original content at scale, especially during times of crisis, so the most effective approach is a holistic approach.
Need Content Licensing?
Contact us to get access to thousands of quality licensed content to keep your audience engaged during these tough times.
Shohei Fukano is NewsCred’s Content Marketing Manager.
Although third-party data was once favored by marketers trying to reach target demographics, it’s now clear that first-party data is far more accurate. The use of first-party data allows businesses to attain their goals more efficiently while staying compliant and competitive in the digital marketplace.
In the digital age, we use data in countless ways. It makes our lives easier and allows us to store important information (and even memories) for later. Businesses also rely on data for numerous purposes. For instance, marketers have used data collection as an essential component to personalising brand promotions and communications.
But the way in which this data is collected is starting to shift. In years past, many marketers relied on third-party data to reach their target demographic. It’s an easer and subtler way of gathering intelligence — but it’s not necessarily more effective. In some cases, it may not even be legal.
Fortunately, there’s a viable alternative to third-party data collection. Before we delve into those specifics, let’s reacquaint ourselves with what’s involved in third-party data, how it’s often been used, and why first-party data provides a far better result.
Understanding Third-Party Data and Its Uses
It’s important to first remind ourselves what third-party data is and how it’s often been used. Third-party data is defined as information pertaining to a particular individual that can be obtained from a variety of sources (such as websites, surveys, subscriptions, social media platforms, and more). This data may include first and last names, physical addresses, phone numbers, and email addresses, as well as website browsing history, purchasing activity, and social media handles.
The key to third-party data is that it’s actually collected by a company that has no direct connection to the individual in question. Generally speaking, it’s collected by companies that specialize in data management or provision. After it’s collected, this data can be purchased by brands or companies to use as part of a marketing strategy. The idea is that this data can improve the brand’s reach when targeting certain consumers or can add to what the brand already knows about specific customers. In other words, this third-party data can either be used to help a brand understand more about an audience it’s trying to reach or to supplement the information a brand has already gathered through first-party data collection.
A brand might use this information to improve its targeting for both traditional advertising (e.g., print ads, direct mail, TV and radio spots) and digital marketing (e.g., email blasts, social media ads, PPC ads, and more). In the past, this method was preferred because it was a less obvious way of collecting intel on new prospects and to get a leg up on the competition.
Why Third-Party Data Has Fallen Out of Favor
There are a few reasons as to why we’re now seeing the demise of third-party data. For one thing, this form of data collection doesn’t always provide the most accurate picture of a consumer. Simply put, the tools used for these purposes often get it wrong.
While one service might claim that a particular individual is a woman in her 30s who has no children and rents her home, a different data collection company may maintain that the same individual is male in his 50s who has children and owns his home. Specifically, different vendors tend to have very different findings relating to age and gender — which is a huge problem for the marketers who purchase this information.
The companies that gather this information don’t have a lot of incentive to get the information right. That, combined with the immense pressure marketers feel to move the needle, ends up hurting the brand. In the end, this practice wastes time, money, and resources.
It also presents problems for consumer security. Regulatory legislation has been put into place to give consumers more control over how their personal information is used, while some of the biggest tech companies in the world (like Google and Apple) are now restricting how third-party cookies can be used in web browsers. Combined with the increasing number of data breaches many companies are facing, it’s no wonder that this technique is no longer preferred.
The Enduring Importance of First-Party Data
This is where first-party data collection comes in. It’s the obvious choice — not just because it can be performed by the brands themselves but because consumers will know when their data is being collected. Those factors might have once been a deterrent, but they’re now a major selling point.
First-party data can be collected with far more accuracy. When retailers collect this information directly from the consumer, it’s much easier to verify whether the information is precise and that the method for collecting that data is reliable. While it may take more effort on the part of the brand to collect this data, that effort will pay off in its marketing campaigns. Being able to target the right customers the first time will result in less waste, more conversions, and improved customer experience.
Not only does first-party data collection factor in compliance regulations, but it also provides a way to build a relationship with a customer. Instead of obtaining customer data through subversive means, a brand can be upfront about its intentions — while also providing something of value to the customer.
For instance, signing up for an email list with the promise of an order discount clearly provides something of value in exchange for data. The same can be said for loyalty and affiliate programs, giveaways, and other techniques.
Although first-party data collection might have once been viewed as basic, most experts would now agree that it’s a vital part of advertising and marketing in the digital age. In order to ensure your campaigns are relevant, compliant, and effective, first-party data provides a simple solution that can set your brand up for success.
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6 Brands Share Real Content Marketing Examples That Convert
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2020 is here! Here are 4 things you need to focus on to market your restaurant and food business on social media in 2020.
HOW TO MARKET YOUR RESTAURANT ON SOCIAL MEDIA IN 2020
People have started to wake up when it comes to social media. Restaurant owners and small business owners who didn’t believe in social media because it didn’t bring immediate ROI are starting to understand that this channel is more about brand awareness than getting direct bums in seats. Even though it is a good thing that they have come to their senses, they are late to the game. Because all the channels are super saturated, posting a nice photo of your food isn’t enough anymore. Before you could get away with it.
Now you need to do things that cut through the noise and leverage key strategies and channels that will bring you a bucket load of awareness and potential customers. In regards to social media, that would be utilizing ads, obsessing about review sites like Yelp, Google reviews and Trip Advisor (yes they are social media too), influencer marketing, and building a community. These 4 things will be CRUCIAL if you want to kill it on social media for your restaurant or food business. Ignoring these would mean you’ll simply be part of the noise. Even if you solely focus on one, you’ll see the results.
So if you’re a restaurant owner or food and beverage brand owner, and are looking for restaurant marketing tips, restaurant marketing strategies, digital marketing for restaurants, instagram marketing for restaurants, how to run restaurant promotions, looking to add new tactics to your restaurant marketing plan, or how to start a restaurant, keep on watching!
ABOUT WILSON LEE:
I am an award-winning Top 30 Under 30 business strategist, digital marketer, and Brick and Mortar development expert helping business owners and entrepreneurs create explosive Food and Beverage businesses. My experience cultivating and operating multi-million dollar businesses such as founding and growing an international Dessert Chain (https://720sweets.com/) with locations from North America to Asia, I have discovered the key to achieving unattainable success. It is now my mission to share this knowledge with others who have solid business concepts but can’t seem to break through. If you’d like to learn more on how I can help you achieve the same results, then make sure to connect with me: https://wilsonklee.com/
The events of the last few weeks have had a dramatic effect on millions of people’s lives. Uncertainty over health, childcare, work, food and the wellbeing of loved ones has dominated all of our thinking over the past few days.
Not only has it changed the way we’re shopping and interacting with others, an expert at online search specialist Epiphany, Paul Norris, has looked at how it has impacted what users are turning to the internet for and advises how businesses can adapt their search strategy during this tricky time.
The Prime Minister’s speech on 13th March 2020 served as a catalyst for many to search for “working from home essentials” with searches such as computer chairs increasing by 185%.
As a nation, we also considered our options for emergency deliveries, including “wine delivery” services, which nearly tripled in just one week.
As people’s searches change to reflect new (increasingly home-based and socially distant) situations, it’s important that marketers adapt to the shifts in search behavior.
Here are a few ways to navigate the next few weeks and to prepare for when we emerge from the current situation:
1. Identify and capitalize on emerging trends
Monitor your search query reports closely – look for increased use of convenience and supply modifiers as availability and fulfillment is valued more. Searches containing “near me” have started to fall as queries for “online” services have increased.
If your business offers quick deliveries (and can still fulfill them), ensure it’s prominent in messaging, listings and on-site. Searches for next and same-day delivery will only continue to grow.
2. Listen to your visitors – use your site search reports and Hotjar polls
Your on-site search function is an absolute gold mine in times like these – demand and behavioral changes from your visitors are picked up directly. Use the Site Search report in GA (found under “Behaviour” on the left-hand side) as a listening board.
Surface the most-searched-for products and services on relevant high traffic pages. Rethink, test and measure your carousels and other key product and service listing elements where relevant. Enabling Hotjar (or similar) polls can also enable you to get more specific insight.
3. Shift budget into investment channels
If you’re pulling back on sales activation because demand is dropping, look to move that budget and resource into a medium and longer-term activity that will pay dividends when demand picks up. With the previous points in mind, conduct a meta-data review and weave more highly valued services such as next day delivery into titles and descriptions. Has content taken a back seat? There are some definite benefits to content strategy, planning, and creation with the headspace you’re afforded when working from home.
4. Bypass dev queues and do what you can from your CMS
Prioritizing your activity in a busy dev queue can be difficult at the best of times. If dev time is booked up because the team is completely promo and sales activation focused, do what you can. Are you able to edit content and optimize existing pages in the CMS? Can you create new landing pages in your CMS without tech intervention? If so, now is the time to utilize those capabilities.
5. Maximize performance where demand is strong
Identify where demand remains strong (or has even picked up) and do what you can to capture and convert it. Your top landing pages and product reports are a good first port of call and can provide you with some quick wins. Segmenting and analyzing site performance by product/area/service (depending on your sector) can help you identify and capitalize on bigger emerging trends. If you’re a retailer, think about splitting out essential and non-essential products.
Paul Norris is Senior Strategist & Head of London Operations at Epiphany.
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What if you could boost email signups by 1,375 percent (or more)?
It works on every site, can be set up in less than an hour, works forever, and catapults your signups rates.
For boosting your email signups, nothing works as well as this one tactic.
What if I told you that the secret to those kinds of results lies in something as simple as an exit popup?
Craft blogger Nikki McGonigal used to just have an email signup form in her website’s sidebar. Then she added an exit popup.
Her conversion rate increased by more than 1,300 percent.
Before you dismiss her results as industry related or as an aberration, you should know that businesses in just about every industry use exit popups.
How do you get results from exit popups? I’m going to walk you through the whole process, but feel free to skip around if you’d like:
What Is an Exit Popup?
An exit popup is a popup that appears on the user’s screen when he or she attempts to leave the site.
It’s a last-ditch effort to keep your prospective customer on the page.
The visitor might land on your homepage or an internal page, then scroll down to check out your latest blog posts or some of your featured products. Then, finding nothing of interest, he or she drags the mouse toward the X button in the corner of the browser.
At that point, the exit popup appears. It can take up most of the page (a page takeover popup) or be more like a slider modal.
In this video, I discuss why many people despise popups, but how you can get around that natural distaste. If you’re not intrusive, the user will forgive popups more easily.
It might look something like this:
I created this exit popup in about 30 seconds using Hello Bar.
This type of offer could work well if your visitor was eyeing one of your products, but decided it was too expensive. Now, he or she can snag the item and save money, which eliminates the cost objection.
If you pay attention, you’ll see exit popups all over the Internet, from retail and SaaS businesses to blogs and local service business sites.
But what if you could bring some of those customers back simply by reminding them they’ve stocked their carts? An exit popup can get triggered when a visitor tries to leave without buying items in his or her cart.
As a consumer, you know that people are easily distracted. Think back to the last few times you’ve shopped online. You might have accidentally abandoned a shopping cart before, and it might have been nice to see an exit popup like this to remind you of the product you really wanted to purchase.
Promote Other Content
Let’s say you’ve published a blog post geared toward people at the top of your conversion funnel. You’re educating them and building brand awareness.
If the user tries to click away, an exit popup that introduces them to a related piece of content might make them stick around. Ideally, it should be a post that builds on whatever you taught in the original.
How to Create an Exit Popup in WordPress That Converts
Experience and A/B/ testing have taught me a few things about exit popups that can help yours become more successful the first time you launch one.
Define an unique offer
An exit popup must give your visitor a reason to stay on the page. You can try saying “pretty please,” but you’re better off presenting the visitor with a compelling offer.
If could be a lead magnet, such as a free downloadable tool. You could also offer a discount, free shipping, or access to tips and advice in your email newsletter.
Conduct some research into your audience. What tools do they prefer to use? Are they more attracted to text content or video? Do they worry about price points or shipping costs more?
Identify the target audience
Polls and surveys work well for collecting information about your audience. Ask your email subscribers to answer a few simple questions to gather data.
Crazy Egg’s tools offer even more data-collecting functionality. Running A/B tests on different landing pages, for instance, will tell you what kind of copy, imagery, and CTAs they prefer.
Incorporate a progress bar
A progress bar lets your users know how far they’ve gone through a particular process.
Multi-step forms often include progress bars so customers don’t click away in frustration. If they know they’re already 50 percent done, they might feel more compelled to complete the task.
Let’s say you’ve created an exit popup for a content upgrade. You need to collect your user’s email address.
The user clicks “Download,” then gets directed to a popup with another CTA. You might invite the visitor to check out your blog, for instance, or look at one of your newer products.
The progress bar lets you confirm the content upgrade with the user and suggest the second CTA. If it’s a two-part process, the progress bar would say “50% Completed,” or something to that effect.
Choose a clean design
I’m a big fan of minimalistic design. Turns out, lots of other people are, too.
Cognitive fluency plays a big part in whether people like your web design, whether it’s a page or an exit popup. If something is clean and minimal with lots of negative space, it’s easier for the brain to process.
Take font choice, for instance. A fancy font might look elegant, but it’s harder on the eyes (and brain).
One study conducted with the two sets of exercise instructions above revealed that participants actually interpreted the difficult-to-read font as indicative of the exercise’s difficulty.
If you present a cluttered exit popup with no clear focal point — such as the CTA — you risk irritating your visitors because they think the task you’re asking them to complete will be too complicated.
There are objections to any purchase you make, whether it’s a six-pack of paper towel rolls or a Mercedes-Benz. Common consumer objections include the following:
It’s too expensive.
I’ll never use it.
I’ll regret it later.
It’s not worth it.
I’m not sure I trust the product or brand.
If you can address those objections on your exit popups, you can generate more sales.
For instance, if a common objection your users face is, “I’ll never use it,” you could list several instances in which your product would come in handy.
Offer more than one answer
You might have heard that you should never present more than one CTA to your visitor on the same page. That’s true.
However, you could ask a series of questions to lead your visitor to the desired action.
Because color can impact mood, emotion, appetite, and a slew of other things, it’s important to get it right.
A few rules of thumb:
Use a CTA color that complements your brand and grabs attention. A/B test it against a different color or shade to see if there’s a statistically significant winner.
Just remember that contrast matters. Your CTA button should stand out and render the text extremely readable.
The one on the left clearly sports more contrast, and will therefore draw more attention.
Incorporate a large font
Font size is similar to color choice. Visibility and contrast matter more than the specific color.
Look at these four CTA examples:
The first call to action has a font that’s far too small. The third incorporates a font that’s almost completely unreadable.
Use these same concepts on other parts of your exit popup. For instance, you might get away with a display font for the headline as long as you use a large font size. However, clarity should trump fanciness every time.
Marketers sometimes struggle to define the benefits of their products or services. That’s often because they’re thinking like marketers instead of like customers.
Why did you buy the particular car sitting in your garage right now?
Maybe the seats were more comfortable than those of other models you test drove. Maybe you liked the quality sound system, the advanced tech integrations, or the low beltline.
Whatever the case, you didn’t buy it because a marketer said it was constructed of a special metal alloy. That doesn’t mean anything to you. You bought it because you understood its benefits.
In your exit intent popups, focus on benefits. Why should the customer go back and give your product a second glance? How can he or she specifically benefit from the purchase?
Add an arrow
Arrows are awesome design components. They tell the reader exactly where to look.
You might not even realize that you see the arrow in the lower left-hand corner, but it’s subtly pointing you in the direction of that first form field.
You can use arrows throughout the design to guide the reader toward your CTA.
I know I praised minimalistic design earlier, but I also know that images and videos can make marketing assets work harder for the brand. Images capture more of your audience’s senses, which can help you grab their attention.
Here’s an exit popup I designed with Hello Bar to drive people to my social profile:
Sure, it’s minimalistic. But it’s also boring. So I created a different one:
(That’s me, by the way.)
This exit intent is far more engaging. There’s a picture of me speaking at an event, a subtle background texture, and more dynamic colors. It’s more likely to get noticed as a result.
A/B test different designs to figure out how images or videos might help keep visitors on the page. A short introductory video, for instance, might help visitors get to know you and learn what you’re all about.
Why Your Exit Popup Isn’t Effective
Maybe you’ve tried exit popups in the past with no luck. That doesn’t mean it’s an ineffective marketing strategy. You might just have to tweak your message.
There are two main reasons an exit popup doesn’t work:
It doesn’t grab your visitors’ attention effectively.
It’s also possible that you’re sending the wrong message at the wrong time. Maybe you’re pushing a discount at a visitor who’s just entering the top of the funnel.
Consider testing different exit popups on specific pages of your blog. Analyze your buyer personas, assign a persona to each page, and create popups that align with the target audience for that particular page.
How Can You Use Crazy Egg Tools to Optimize your Popup?
A/B testing remains one of the most powerful tools at your disposal. You can use Crazy Egg for many of your A/B testing needs.
There are also other tools available for testing specific aspects of your site.
Adjust elements like color, headline, body copy, images, call to action, CTA backgrounds, and more. Change the font size, adjust the anchor text for links, or select a more appropriate font for your audience.
Figure out where your visitors stop scrolling to understand the psychology behind their use of your site. You can glean information about what most interests your audience, then use that information to create more compelling exit popups.
Don’t stop with just one A/B test or one scroll map. Keep testing different elements and angles.