Producing ripping content for your brand is just half of the battle, the next step is getting people to read it.
And you can’t simply rely on social media to carry your articles into the waiting arms of potential consumers, as chances are they might not see it.
Recent analysis has revealed that the average half-life of a Facebook post is just 90 minutes, a number that plummets to just 24 in the Twitter-sphere.
Then there are the complex algorithms you have to compete with, but wrestling with social media is a blog for another day.
Instead, today we focus on search engine optimisation (SEO), and how to ensure your content jumps to the top of Google searches by your potential customers.
The art of weaving in the words users are likely to search for on the likes of Google, is an art-form that somewhat needs to be mastered in the content creation process. It’s tricky business, but once you get your head around the ins and outs, the payout is undeniable.
The most effective way to do your research is through the free Google Keyword Tool, which ties directly in with AdWords (note: you actually have to have an AdWords account and create a “dummy” campaign to access it first time around).
Most of the time, your work is designed to capture the average consumer that you want to bring to your digital shopfront, not academics.
So when the content is dealing with things like medical issues/products, technology or high finance, try and avoid the verbose terminology and think about what the average person may look for. Have the general public in mind, and not specialists or experts in the field.
For example, people are unlikely to search for ‘cardiovascular disease’, ‘arrhythmia’ or ‘coronary artery disease’. They are going to search using terms like ‘heart disease’ or ‘heart attack’. It is vital to ensure these words are included.
Always think like a consumer, and that means also thinking like a young person. It pays to check your keywords against modern vernacular and weaving some of the new lingo in there as well. While you may not find yourself using these phrases in everyday speech, it’s likely many others do.
To top it off, make sure you’re popping in these keywords in your primary and secondary headings within your content. If you’re not sure how to do this, and you’re using WordPress as your CMS, install the Yoast plugin (free) to streamline this process.
Ride the wave of trends
Fortunately, there is a little trick to Google. It is not conned by artificial attempts to make old content new again, and will not be tricked into thinking content is fresh just because you changed the publish date.
It will, however, seek out content to bump up the queue when a topic is trending. This is called Query Deserved Freshness (QDF), and it applies when a search suddenly becomes popular.
QDF will then send out its tentacles to find related fresh content to keep the stream of information current. By recognising what is trending online, and weaving that in where relevant, you can achieve great results in Google searches. See the pattern? Try writing on topics you know the public is craving right now because of ‘virality’—then, take advantage of it.
According to research by Curata; 32% of marketers worldwide share industry relevant links and resources with their own communities every day…. Material that positions your brand as a market leader, an authority in your space and the ‘go to’ destination for insights and information will therefore be the key to success.
So how do you stand out from others in your space and get your audience noticing you? We discuss why authority content that has genuine substance and value is becoming increasingly valuable, and how your brand can be the best in the business when it comes to content that really moves the needle.
Our guest today, is a Content Marketing Leader and has a wealth of experience when it comes to the media and marketing industries. Danika Johnston will highlight how to not only understand your audience, but to keep them coming back time and time again.
Newsmodo CEO Rakhal Ebeli looks at what you can do to lead the pack in terms of generating interest in your content and getting people to resonate with it, enough to become your brand advocates and promote it to their trusted circle of friends and influencers.
– Why knowing who your audience is, is the first most important step to curating content
– What you can do with your brand to ensure your storytelling is authentic
– How distribution of digital content is critical to succesfull storytelling
About the guest:
Danika Johnston has over two decades of experience in media and marketing both in Australia and England. She’s passionate about team-work and philanthropy, and it a Director on the board of the Life Changing Experiences Foundation.
As our personal information infiltrates more and more companies through the internet, freedom of information has become a vital part of the modern world.
So much so that the shortened version has made its way into the OED, with FOI request and FOIA (Freedom of Information Act) added in 2017.
World acts generate disappointing additions
With so much animosity in the world today, and a glut of terrorist attacks rocking all sectors of the globe, the word hate is bandied around a lot.
It is through this that hatemonger, hate figure and hate group have been added to the OED. Hate-watch is another new addition, relating to the practice of watching media (television, print, web etc) with the specific intent of mocking its content for ones own entertainment.
The vernacular of our youth
Now for the juicy parts, the crazy words that today’s youth have invented or created by fusing existing words together.
Get your hashtags ready, here we go.
Haterade: Yup, a blend of the word hate and the sports drink Gatorade. Toss too much criticism around social media and this word may be used to describe the flavour you are putting out.
Craptacular: You know, for when things are so bad that they are good.
Hackfest: LAN parties and the like were once subject to ridicule. But with computer skills highly desirable in the modern world, this tasteful colloquialism has been applied to a meeting of the minds between computer programmers.
Superfruit: A hipster’s delight. For fruits that supposedly boast enormous benefits compared to regular bananas and the such.
#squadgoals: Yes, another hashtag has made the cut. A common social media term used to describe a person’s actions as something to aspire to.
Kodak moment: A favourite Australian expression, used to describe a scene that is particular photo-worthy.
Fitspo: First, there was fitspiration (a source of inspiration for someone to improve their health or fitness). Now, its baby brother, which means essentially the same thing, has been added to the list.
So before you thumb your nose at modern sayings, remember a lot of them are officially part of the English language now. Embrace them, don’t serve up Haterade.
It all starts with a good strategy, and our special guest today has cemented himself as a leader and expert in marketing and content strategy. CEO of Marketing Insider Group Michael Brenner imparts his advice on how to build your brands strategy and where to go from there.
Newsmodo CEO Rakhal Ebeli discusses the evolution of marketing and how traditional marketing has in itself changed, and the rise and expansion of digital, and content marketing. We look at why it’s so important to connect with our audiences and create that element of bond and trust.
– Why you don’t need to have a large scale strategy for it be a great strategy
– What you can learn from the brands that use emotional connections to succeed
– Tips and tricks to creating your marketing strategy
About the guest:
Michael Brenner is a globally-recognized keynote speaker on leadership, culture, and marketing. Author of the bestselling book The Content Formula, Michael’s work has been featured by The Economist, The Guardian, and Entrepreneur Magazine. In 2017, Michael was named a Top Business Speaker by The Huffington Post and a top CMO Influencer by Forbes.
Twitter has always been effective at letting its audience know what is so hot right now.
Through trending hashtags, viral topics gather even more engagement as the Twitterati seek more information on the latest trends.
Recently, Facebook has crashed the party with its own trending topics, giving social media users a user-friendly guide on what the latest news and gossip is.
Naturally, these trending topics attract enormous reach. So when creating content for your website and social media, it can be a handy ploy to tap into these trends – as long as it is done right.
Choose your poison carefully
Using trending topics can be very effective, but you want to ensure it doesn’t feel tacked on or non-relevant.
For example, you don’t want to inject a well crafted, philosophical piece with mentions of Kourtney Kardashian’s love life, nor would the Australian cricket team’s struggles in England slot into a financial article.
But there are ways to leverage trending topics to great effect, take the case of real estate mogul Tim Gurner for example.
Recently, the millionaire preached to millennials that they could easily purchase property if they flicked the coffee and smashed avocado on toast.
Unsurprisingly, the pitchforks and pyres came out from every corner of the internet to let him know his views were skewed and non-reflective of the real estate reality in Australia.
This presented a golden opportunity to gloss up any story on finance, real estate, millennials, the Australian economy, Australian culture and a host of other topics.
And by dropping the words ‘smashed avocado’ and ‘Tim Gurner’ into the copy, hits would flow organically through social media.
In the latest episode of our Brand Storytelling podcast, we look at how technology shapes the way we communicate with ours audiences, and what we might be looking forward to in the not-so-distant future. With reports (Digital in 2017 Global Overview) in early 2017 showing that there are over 4.9 billion mobile users, and more than 2.5bil. on social media; possibly the biggest trend in recent years is the fact that most of us now get our news and information from handheld devices… and the lines are continually being blurred between traditional publisher, branded and user generated content.
We’ve got with us the Head of Content Marketing at Redbooth Inc. Dennis Williams who brings his wealth of experience to discuss the past, present, and future of storytelling; and how we can apply and continue to expand on what’s been learned already.
Newsmodo CEO Rakhal Ebeli highlights how brands are pushing the envelope of what we already know, to bring us into a future of thought and industry leaders who’s creativity knows no bounds.
– How social media changes the way we tell stories
– Why technology could either help or hinder our connection with audiences
– Utilising content to your brands advantage
About the guest:
Dennis is an experienced marketing leader who previously led digital and content marketing for Augment and the agency, VideoInk. With content at the core of all marketing initiatives, Dennis prides himself as one of the more forward-thinking content innovators who uses storytelling to grow audiences.
In the latest episode of our Brand Storytelling podcast, we discuss why brands are using geo-targeting to communicate with their audience on a personal, one-on-one level. With 86% of all Aussies now owning a smartphone, and more than half (56%) owning three or more devices, we are more connected than ever; so why wouldn’t brands adapt to making the most of this readily available information.
We were fortunate enough to sit down with Shama Hyder, the leading strategist on building marketing momentum in the digital age; and she talks us through the five principles: Agility through analytics, Customer focus, Integration, Content curation, and Cross-pollination.
Newsmodo CEO Rakhal Ebeli discuss how targeted marketing and focusing directly on a customer type, rather than everyone all at once; has seen staggering results in terms of audience engagement and return on investment.
Shama Hyder is a visionary strategist for the digital age and the CEO of the award-winning agency, The Marketing Zen Group, and best-selling author of two books, The Zen of Social Media Marketing and Momentum. She has been the recipient of numerous awards, including the Technology Titan Emerging Company CEO award as well one of the “Top 30 Under 30 Entrepreneurs” by both Inc. Magazine and Forbes. Additionally, Shama has been honored at both the White House and The United Nations as one of the top 100 young entrepreneurs in the country.
To keep up-to-date with her happenings and daily musings – follow her on Twitter @Shama
Attacking, humiliating and belittling celebrities has become something of a sport through social media channels of late.
But this practice of farming clicks and likes at their expense is meeting a brick wall, with the celebrities themselves taking a strong stance against it.
Schapelle who? Unless you’ve been living in the wilderness with no access to technology for the last 13 years; Schapelle Corby is an Aussie household name.
Love her or hate her, she has featured on our television screens for more than a decade, and now starts the media circus that has followed her ever since arriving home from Bali.
Opinions are divided over whether she is even a celebrity to begin with (a definition for another blog, perhaps). But it is worth noting how she has chuckled and thumbed her nose at the media while keeping a direct line of communication with her fans through Instagram.
Nice shot, Karl
The Today host has endured a rocky 12 months, with his divorce from ex-wife Cassandra Thorburn played out in public. Through it all, he has retained a steady head and refused to bite back at those who would throw stones.
But last week his silence was shattered, when the Daily Mail unleashed a headline implying he was a drunk and bedding a much younger colleague while on assignment in country NSW.
The headline screamed ‘Karl Stefanovic checks into humble caravan park with a colleague and 12 cans of pre-mixed rum, but girlfriend is nowhere to be seen’.
Stefanovic has been happy to weather the public barbs against him, but by roping in the young producer he believed the Daily Mail had crossed a significant line.
“The sleazy suggestion we are checking in somewhere and that I’m ‘settling in for a long night.’ Fact: this was work. We were filming a story about our struggling prawn farmers; they deserve a rum or two. The producer pictured on the website is a committed, talented, hardworking and totally professional young woman and not deserving of this cheap, lazy, sexist online slur,” he said.
Hall of blame
Relationship breakdowns seem to bring the trolls out from under the internet bridge, as highly influential mummy blogger Constance Hall has discovered.
She has become the target of numerous hate groups since her separation from husband Bill Mahon, the most recent when calls came for people to boycott a charity event at Stockland Baldivis.
Hall bit back, hard. She launched a tirade to her audience of over 1 million followers slamming all the media outlets carrying the story.
The post has since been pulled down, most likely for legal reasons.
Rebel with a cause
Aussie actor Rebel Wilson fought hard to create a Hollywood career, one which has reaped rewards in recent years including her role in the hit Pitch Perfect films.
But when articles published by Woman’s Day were released, Wilson returned to Australia to lodge a defamation suit against the publishers.
We won’t list the details here as the trial is ongoing, but this is the strongest example yet of a celebrity fighting back against material published about them.
The morale of the story? Celebrities are not fair game. They are not immune to slings and arrows and they won’t always just let things slide. The temptation to generate content on public figures to reap website traffic can be strong, but the right channels must always be followed.
For two days, the Newsmodo team were in Sydney for the World Business Forum, where some of the top thinkers and innovators in the world of business were there to discuss how organisations can survive and thrive in an age of disruption — or permanent state of beta, as the World of Business Ideas like think of it.
If you weren’t able to come along and join the other delegates, who got to sit around and soak up each other’s awesomeness, here are some fun stuff you missed from two inspiration-filled days. (You can also read more in-depth summaries of each day here and here.)
When Randi Zuckerberg became your girl crush
Event-stealer Randi Zuckerberg certainly extinguished the idea that she was just the “Zuckerberg sister” (her words, not ours) with a presentation that mixed confessions (she wanted to sing on broadway) with practical strategies for achieving a digital transformation, such as:
Since leaving Facebook, where she conceived of and launched Facebook Live, Zuckerberg started Zuckerberg media, authored the New York Times bestseller Dot Complicated, which also became the basis for a lifestyle website and TV of the same name.
She also had some not-serious advice for ladies trying to get business meetings in male-dominated industries: Have a boys name like her.
When Ken Segall played Steve Jobs’ voicemails
It’s been nearly six years, but Steve Jobs still looms large over Apple. He’s the visionary that brought the company back from the brink, just 90 days from bankruptcy. Everyone’s heard the stories, read the articles, seen the movies about Jobs and his infamous management style, but what was he really like?
Well, according to Ken Segall, Steve had three faces. And they’re best illustrated to you via three messages he left on Segall’s answering machine at different stages during Segall’s twelve years at Apple, which he played for the audience.
Honestly, he didn’t seem that scary.
When Rosabeth Moss Kanter made a Trump joke and got an ovation
Among the many stories Rosabeth Moss Kanter shared of the many global businesses she’s worked with throughout her career, one little throwaway remark following a discussion of Procter & Gamble and their clean water initiative earned her an ovation.
Speaking about how important clean water is for developing nations, she added: “Even developed nations. Flint, Michigan has a problem with lead in their water. Sometimes I’m embarrassed about my country. But we’re getting better. Maybe in four years, anyway.”
When an Arianna Huffington tweet became a meme
Donald Trump’s presidency has, perhaps, become a symbol of what it’s like to live in a permanent state of beta, and though it was a mostly A-political event, Trump still managed to sneak in somehow.
During Arianna Huffington’s presentation on what she calls the third metric of success — Wellbeing — she talked about the impacts sleep deprivation can have on an employee, which she said scientists had conclusively found had to cognitive effect of coming to work drunk.
It was day two of the World Business Forum conference in Sydney, and delegates heard about emotional intelligence, leadership, disruption, and diversity in another day of presentations from some of the best minds in business.
The emotionally intelligent make great leaders
Kicking things off for the day, Daniel Goleman gave delegates a crash course in psychiatry. Arguably considered the founding father of the concept of emotional intelligence – he’s won a Pulitzer prize for his writing on the subject – Goleman explained how emotional intelligence is more important than typical intelligence predicated on a person’s IQ.
Goleman said that’s because there are four pillars underpinning emotional intelligence:
Notice emotional intelligence does not involve technical skills or abilities? That’s because emotional intelligence, Goleman said, is about how people manage and lead themselves. And it’s crucial in leadership roles, where people are no longer using their technical skills because they’re getting the job done through other people.
Goleman also explained how the amygdala, a portion of the brain that detects threats, can overtake the rational, decision-making portion of the brain – the prefrontal cortex – that results in a person falling back on “overlearned” or childish responses – a quality often found people with low emotional intelligence.
The upshot: emotional intelligence, unlike high IQ, can be learned through “the school of life”.
Disruption is caused by social issues not technology
The next presenter, the Melbourne Business School’s Ian Williamson spoke extensively about adapting, thriving and surviving in a period of disruption, but with a focus on social issues. It’s something he’s studied extensively as the root cause of most disruptions to organisations today.
Williamson defines disruptions as:
Changes in technology
But according to Williamson, it’s not disruption from new technologies and competitors that are impacting organisations most, it’s actually social challenges in our communities that has the greatest impact.
“The businesses we’re operating,” Williamson said, “they’re not embedded in an industry – they’re embedded in a community.”
Williamson said an organisation will only go as far as the community will take it.
He highlighted the issue of diversity in Australia that will come to affect Australian businesses in the future, specifically the changes to the labour market as a consequence of an ageing population and a reliance of skilled migrant workers.
“The Australian population is shifting dramatically,” Williamson said.
In 2020, there will be as many people aged 60-70 as there will be people aged 10-20.
Half of Australia’s labour supply is coming from skilled migrant workers – and will continue to do so. “Organisations will not be able to do what they do without migrant workers,” Williamson said. “They will need to create systems to tap into these labour market opportunities.”
He told organisations to ask two questions in relation to the disruptions their businesses are facing:
“What are the social issues faced by communities in your organisation?” and “What opportunities might be created by your firm by addressing market failures created by social issues?”
Facts are the antidote to disruption
The second half of the day kicked off with Jimmy Wales, the founder of Wikipedia, whose presentation covered disruption through the lens of facts.
Wales took delegates through the inner workings of Wikipedia, and his previous business failings up to Wikipedia. He also talked about his new project: WikiTRIBUNE, which he hopes will “fix the news”.
He also talked at length about Wikipedia’s commitment to independence, which he said had become critical to maintaining our democracy, especially in an age of “post truth” and “post facts”, which drives him “crazy because I’ve spent the last 16 years trying to get people to care about facts”.
Wales was particularly critical of the advertising-only model that’s currently funding journalism, as well as the use of programmatic advertising which he said had resulted in a “race to the bottom” for clicks.
What gets measured gets done – even diversity
Picking up where Ian Williamson left off on the subject of diversity, a diversity panel that included three Australian business leaders was convened to discuss the issue of diversity in the Australian workplace.
NAB’s chief customer officer Angela Mentis, executive director of people, performance and culture at Holden Ashley Winnett, Australia Post’s chief customer officer Christine Corbett joined moderator Jody Evans of the Melbourne Business School.
At the NAB, Mentis said targets are set around 50 percent of recruits being women. Likewise for leadership roles. Mentis said that a changing customer base made diversity critical to NAB’s continued success in the country.
Holden’s Ashley Winnett said Holden’s experience was similar: “If you migrated to Australia in the last 20 years, Holden is irrelevant to you. That’s a challenge for us.”
Winnett also talked about why reaching a gender quota was important to Holden. “If a woman walks into a dealership, he said, “they want to purchase a car from a woman, but very few women work in the automotive industry.”
Christine Corbett said Australia Post’s key to increasing diversity was to create an action plan around each area the company wanted to improve. “We created an indigenous action plan, we created a disabilities action plan, we created a gender action plan,” she said.
Angela Mentis added that flexibility was another important factor for NAB achieving gender diversity. Mentis said that over 29,000 NAB employees now have the ability to work remotely so that “if they want to work from home or from somewhere else, they can.”
To achieve that figure – and diversity as a whole, for any organisation – Mentis said it’s important to set ambitious targets because “I believe that what gets measured, gets done”.
Before she began, though, she just wanted to clear something up: She wasn’t there just because Mark was unavailable.
“I know you’re thinking ‘The Zuckerberg sister?’ but I promise if you’re still thinking that in an hour’s time, I haven’t done my job,” she said.
And by the end of the day, all of the delegates left thinking ‘the Zuckerberg brother?’
And so, Zuckerberg began by proudly announcing that she graduated from Harvard (“That’s such an obnoxious thing to say, but there’s another member of my family who didn’t so that’s my claim to fame”) and confessing she really wanted to be a Broadway singer but Harvard rejected her.
After graduating from Harvard, she ended up working in digital marketing, and it was that experience that prompted brother Mark to ask her to come and work at Facebook (“Also, translation: Will you work for free?”).
At Facebook, Zuckerberg launched Facebook Live, an initiative conceived of during a Facebook Hackathon that she thought failed dismally when only two people watched her first show (her parents), but roused the interest of Katy Perry who wanted to announce her next world tour on the platform.
Three months later, Zuckerberg was hosting President Obama and Oprah Winfrey.
Zuckerberg also shared the three things that made Facebook different, which double as valuable insights for businesses in an era of disruption.
Launched with exclusivity: “There is endless content out there, it’s harder than ever to get out content noticed,” Zuckerberg said. But when Facebook first started, it rolled out to just a few colleges and would gradually roll out to others. Often they waited to see which colleges asked for Facebook, before they’d roll out to them to create a sense of exclusivity.
Real identities: “People may be used to real names on the internet today, but in 2004 people used screen names and pseudonyms and were mostly anonymous,” she said. “We all know what happens when people can be anonymous on the internet.” Facebook decided they would do something different and require people to verify their identities on the site, and it became a place where people would behave.
Focussed on culture: “Most companies I advise focus on landing the next client, the next win – everything external facing,” she said. But I realised the value of putting your company first. When you don’t have a product, you’re only as good as the talent that you’ve got, so you need to focus on your company, your talent, your culture.