Content Marketing’s Internal Conflict

There’s a conflict between the needs of search optimization and the needs of other content marketing. One of the principles of search engine optimization comes from Google’s algorithm, which favors long articles. The rule of thumb is that 1,200 word articles tend to land on the first page of results more than shorter articles.

Therefore, building content for the best search result is in conflict with the content needed for most other written content marketing: blogs, social media and influencer content. They need short heat, short attention span stuff, to be most effective.  Source: Bidwin analysis

China’s Economy is Down, but Not Out

The pattern through 2018 is now clear. The Chinese GDP has declined 5.9% when compared to the fourth quarter of 2017. Still it is an economy that is growing at a healthy rate in spite of the effects brought on by the trade turbulence. Sources: Trading Economics; National Bureau of Statistics, China

Adding Sophistication to Content Marketing

It’s time for content marketing to add a level of sophistication that the initial stages have lacked. Just doing a blog or social media is a good start, but only a start. The next level requires a plan, a content marketing strategy that aligns with your businesses goals, one that applies audience data to the content’s creation. Both of these strategies lead to better targeting and better results.

To broaden your audience you’ll need to create content both horizontally and vertically. Creating a blog that’s then used on social media is the horizontal approach, the one most used. A more dynamic content marketing scheme can be created by adding a vertical dimension to the written: video content, podcast content, influencer content and interactive content add the needed verticality. Working both the horizontal and vertical planes generates modern marketing dynamism.

Then there’s the need to optimize for the growing voice search category. Google Home, Amazon Alexa and Apple Siri are becoming a real factor. Projections forecast that half of all searches will be entered vocally by next year. The key to optimizing for voice is the “featured snippet,” a short blurb that summarizes the searched content. It’s tough, it’s like writing a good headline.   Source: Forbes

2019 Predictions for Mobile Advertising

  1. More often people at home have their heads down gazing into their phones as opposed to other activities i.e. watching TV. And the more marketers translate that into their buying patterns, the more they will be shifting budgets from e-mail, out-of-home advertising and direct mail to mobile.
  2. Many marketers have gotten buried and distracted by the sheer volume of available data. 2019 will see automation applied to the data, which will release marketers to apply themselves to clearer marketing messages.
  3. The trend that has seen technology brought in-house will abate. The emphasis for 2019 will be on developing internal know-how.
  4. Fraud will continue to be an issue. As we develop technologies and approaches to limit fraud, we are always working on last month’s problem. Fraudsters will find a new way to take advantage of the evolving system. There will be a never-ending struggle between good and evil in the digital wars.
  5. Retargeting existing audiences will continue its expansion given that new audiences are harder to find. Known, reachable audiences are an easier mark.

Source: martechadvisor.com

Changing Chinese Consumer Confidence

China’s Capital University has analyzed the country’s changing consumer confidence by breaking down elements of the overall number to better understand the effect the country’s consumer debt issue and its slower economy, due to trade concerns, are having. The effect is significant with declines in three central areas of consumer interest. It’s the kind of pull back that like a boulder rolling down a hill gains speed until something stops it. Right now, the only thing that could act as a break is an end to the trade war with the US. Chinese indebtedness will remain as an accelerator well into the future.

Wang Tongsan, a member of the Chinese Academy of Social Sciences, a government affiliated think tank said, “Overall, the downward pressure on the economy is going to be the bigger [in 2019].”

Though the economy is expected to decline, projections are that growth will continue at a 6% – 6.5% rate for 2019 – still, a great number by Western standards. Source: South China Morning Post

AI Marketing is all about Audience Expansion

One hears much about the use of AI as a tool for more precise audience targeting, as a tool for parsing data down to its narrowest sliver. But marketers told Blushift in a recent survey that the more dominant use of AI is for audience expansion. Key to broadening an audience is appealing content, which provides a reason for new people to engage. And it appears that AI is becoming central to content development as more marketers are finding ways to use it for that purpose.  Source:Business2community.com

Price Pressure in China Receded in the Fourth Quarter

Late summer price pressure on inflation was relieved at the end of the year. But these days with all the other pressures on the Chinese economy – high debt, trade wars and such – that are working against increased growth, it’s not surprising that this positive is likely to have little effect. Source: www. Tradingeconomics.com; National Bureau of Statistics of China

In the Wee Small Hours of the Morning

A clue for marketers using mobile advertising in their mix comes from a recent survey that examined bedtime receptivity to mobile ads by demographic. The simple take away is that older folks are significantly less likely to engage prior to sleep than younger folks. Rarely, is such a swing seen from one generation to another – like the 33% swing from Gen Z’ers to Boomers. This insight gives marketers clear audience targeting guidance.  Source: MarketLand

Five Marketing Strategies for Today

Staying relevant to customers is a marketer’s responsibility and it requires staying on a ball that’s always rolling. Here are five areas that require attention.

  • Voice search is more and more part of standard practice in households with voice assistants like Alexa and for all of us with mobile phones. It requires your website to be structured with easy-to-read content that a voice assistant or voice searches can easily pick up.
  • Many users lean on customer reviews when considering a purchase, make sure you are mindful of what consumers are saying and fix any issues they are identifying.
  • Remember the influence of mobile phones when using video in content or marketing. They tend to be used vertically making landscape videos less appealing. Since we tend to develop content on our landscape oriented desktop an adjustment to the increasingly mobile world of portrait video is required.
  • Keep your social media activity fresh. Both content and advertising need to go beyond repetitive if they are to retain consumer interest.
  • Chatbots are being successfully used in the sales cycle to walk people through a buying process, as a consumer service platform to get standard questions answered quickly and, in the process, as a means to gather customer information.

Source: Entrepreneur