5 Things You Should Know About Facebook

Posted by Sharon Hurley Hall on Dec 17, 2015 8:00:00 AM

We use social media sites every day, but how much do we really understand about how to use them effectively in marketing? To help you, Crackerjack Marketing is creating a series of posts to guide you, and naturally, we're starting with Facebook.

1. User Numbers are Huge

If you're serious about social media, you can't ignore Facebook. With 1.5 billion users as of the third quarter of 2015, its user base is higher than the population of many small countries. That also applies to the number of monthly active Facebook users on mobile devices, most recently estimated at 1.3 billion.

Those numbers are the first reason why Facebook has to be part of your strategy, but there's more. In the US alone, 62% of the population and 72% of adult internet users use the site. (Source: Pew Internet).

2. It's a Global Network

Its popularity spans gender (though it's more popular among women) and age bands. Although there are many other social networks for teens, the site has more teens using it daily than any other.  Outside the US, Facebook has high concentrations of users in India and Brazil. In fact, 86% of its users are outside the US, making it a useful site for reaching international users with social content.

Most of your customers are probably on Facebook, which offers multiple ways to reach them, including groups and business pages: there are now more than 40 million of those on the site.

3. It's Conversational

Many people wonder whether it makes more sense to have a Facebook page, a personal profile or a group. Here's the skinny: you need a personal profile to set up a page or a group but after that you can choose whichever makes most sense for the interaction you want with your customers.

  • An open group is public, which enables most people to find you.
  • A closed group is great for creating that sense of exclusivity.
  • A secret group ensures that everything is private and nobody can find the group.

Groups are great for discussion, but you can also have useful conversations via a Facebook page. A business page that shares the same social media branding as your other sites will enhance your image across the web. Beware of digital sharecropping, though. Facebook pages can be excellent ways to share content that you find interesting and to deliver customer service.

4. Images and Videos are the Best Content

When it comes to content, two formats that work well are photos and video. Recent data suggests that some 250 billion photos have been uploaded to Facebook, and that number is rising by more than 200,000 every minute. Photos are always being shared and are among the most contagious content, especially if they help users and avoid the traps of being overly self-promotional or obscure.

Grammarly is a good example of how to do it right. The company focused on Facebook from the start and posted images with grammatical tips and in-jokes. At the time of writing Grammarly's Facebook page had 5.8 million fans.

Turning to video, statistics from the top performing social brands show that videos get shared four times as much as other content and get more likes and comments too. A good tip is to upload your video directly to Facebook (even if you plan to post it on YouTube, too). Data from Search Engine Journal shows that native video reaches double the number of people with twice as many likes, three times as many shares and seven times as many comments as uploaded YouTube videos.

5. Sorry, You Have to Pay to Play

Video and images aside, the glory days of great engagement have gone for many brands. With Facebook needing to earn some money, engagement figures are down for many brands unless you pay. The good news is that you don't have to spend a lot to get good results, but if you're not prepared to spend, then focusing on excellent visual content can help make Facebook work for you.

What is your experience of Facebook? Contact the Crackerjack Marketing team for help with your Facebook marketing strategy.

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Topics: social media, Social Media Marketing

5 SEO Changes That Will Affect Your 2016 Strategy

Posted by Sharon Hurley Hall on Dec 10, 2015 7:42:53 AM


If you've been paying attention to search engine optimization (SEO) this year, you know that things have changed. That has big implications for how you handle SEO in the year to come.

1. Goodbye Keywords; Hello User Intent

Once upon a time, a focus on keywords was the hallmark of good SEO. That's been on its way out for a while, and is now a definite no-no. Keyword data is only useful if it tells you about user intent because it's user intent that you're optimizing for. Your SEO and content strategy will change depending on whether visitors your site are doing general research, looking for specific information or are ready to buy your services. And whichever it is, focus on keywords will be much, much less important than delivering what users want.

2. Focus on UX

UX, or user experience, is about having a site where visitors can easily find the information they need and have a positive experience on your site. If they don't, they may "pogostick" away. That will increase your bounce rate and reduce your search ranking because Google will track that behavior and decide that certain pages aren't relevant to users.

3. Building Authority

Google authorship may be dead, but that's probably in name only. Make no mistake; Google is tracking your authority and the content you publish is one measure of that.

The more authoritative content you publish and the more visitors you attract, the higher your page authority and domain authority will be, making it even easier for potential customers to find you in search results.

Don't forget about external authority signals. Publish content on well-respected sites or take part in high-profile webinars and events to increase your online authority.

4. The SoLoMo Trifecta

Social, local and mobile (SoLoMo) are also integral to your 2016 SEO strategy. Social signals also indicate authority and trustworthiness, so being active on social media will make you more visible. Google now indexes tweets - who knows what other social media content they will add next year? Think about whether Blab, Periscope or Instagram should be part of your 2016 social media strategy.

Optimizing your local search listing is also a must, especially since Google now shows just three local results in its answer box. If you haven't checked out your Google My Business listing, now's the time to do it.

Mobilegeddon hit earlier this year, which meant that some sites that weren't mobile-friendly took a search ranking hit. That's not going away. If you're using a mobile device, you mobile-friendly pages are labeled, so why would you visit any others? Mobile device users are known to make quick buying decisions, so ignoring this metric could be costly. Search Engine Watch says Google has practically abandoned desktop-focused SEO and advises readers to do the same.

5. Quality Optimization

From the beginning, Google has tweaked its algorithms to make sure that web users see better content. That won't change. If your content isn't good, no-one will see it; make it great and you improve your chances. One thing that's been happening in Google's search results is the provision of rich answers. That means when users type in questions, the answers appear in a box at the top of the page. If your content appears here, you'll get more traffic, as Stone Temple Consulting found. The secret? Clear answers to simple questions.

The bottom line? Anyone trying to game Google is wasting their time. SEO in 2016 means working to earn authority by delivering stellar content and an online experience that users value.

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Topics: marketing strategy, Internet Marketing

6 Ways to Understand Your Social Media Customers

Posted by Sharon Hurley Hall on Nov 12, 2015 8:00:00 AM

With 74% of online adults using social networking sites, it's no surprise that social media marketing has become such an important part of doing business online. Despite that, many people fail to understand who their social audiences are and what they want. That's unnecessary, since the information and data companies need is all out there. Here's where you can find it and what you can learn.

1. Use Google Analytics

Before you begin, check that you have installed analytics software. Most people use Google Analytics, but there are other options too. If you are using Google Analytics, check out your social media statistics. Go to Acquisition - Social to find out which social networks are bringing traffic to your site, how users finding you via social media navigate through your site and much more. That information alone will help you focus your social media strategy.

2. Check Social Analytics

Next, look at the analytics provided by all the social media sites where you are active. Twitter Analytics, Facebook Insights, and Pinterest Analytics all provide information on your social audience. The depth of this information depends on the site, but you can usually see where your audience is located, what their background and interest are and which social media updates made them respond and share. Once you know that, it's easy to replicate those when you're deciding on social media content.

3. Identify Your Followers

If you want a holistic picture of your social media audience, then you'll need an external dashboard tool. There are dozens to choose from at various price points. See if the data you collect matches your existing customer personas. If there's a mismatch, then it's time to revisit your marketing strategy. If there isn't, then congratulations! That means you're probably getting it right.

4. Find Their Influencers

One important thing to understand is who influences your social audience because you can also target those influencers for greater reach when you want to share your content and message.  A good tool for finding influencers is Klear (formerly Twtrland) which allows you to see who your followers listen to. You can also find social media influencers with a Buzzsumo Pro account.

5. Listen to Your Fans

Use social listening software to find out when your fans and followers mention your brand and what they say about you. You can also discover what their hot button topics are and weave those into your social media strategy. Use tools like Buzzsumo to find hot content and Klout to find shareable content on the topics that interest them.

6. Pay Attention to Mobile Stats Too

Did you know that more than half of all Facebook users only access the site from mobile devices? Keep an eye on mobile analytics on all sites so you don't miss the moment when most of your customers go mobile too. That's bound to happen at some point which means that your social strategy will have to include mobile-friendly content.

Finally, put all the data together for a comprehensive overview of your social media customers' interests and preoccupations. This will help you be more responsive and engaged, which is something your customers will love.

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Topics: Social Media Marketing

Why You Should Avoid Digital Sharecropping

Posted by Sharon Hurley Hall on Oct 29, 2015 8:00:00 AM

Using social media is now a fact of life, but there's one key mistake business owners have to avoid. If you have an active presence on Facebook, Twitter, LinkedIn, Instagram or whatever social media is best for your business, that's fantastic, but you must avoid the perils of digital sharecropping. What is it? It's where you put your eggs in a social media basket and have no web presence of your own.

A lot of small business owners who are starting out ask whether, instead of a website, they can set up a Facebook page. I always tell them no. The thing is, you may spend hours creating the perfect Facebook profile, tricking out your timeline, and making sure that it reflects your branding and personality, but it doesn't actually belong to you.

No-one ever reads the fine print, but take it from me - any time Facebook, Twitter or any social media site thinks you have contravened their terms of service, they can shut you down. And they do - and that's definitely not good for your brand.

Getting Banned on Social Media

It's also worth knowing that you don't have to do anything to be shut down; they just have to think you have. Here are a couple of examples.

A few months ago, I tried to log into my own Twitter account to find that it had been limited because they thought the account had exhibited spamming behavior. That meant I could read my Twitter stream but couldn't interact with it - no tweets, retweets, mentions or DMs.

I checked to see if someone had hacked the account (they hadn't) or if I had sent any unexplained tweets or DMs (I hadn't). I thought maybe the cause was one of my IFTTT sharing recipes, so I switched them off for a while.

I contacted Twitter and asked them to look at it again. When they did, they said that on reflection my account was OK and had just got caught up in one of their spam sweeps. No real harm done, in my case, as it was sorted out in just over a day. But if you were providing customer service on Twitter, then a one-day lockout could be a disaster.

This happens on Facebook too, and the shut down targets aren't always because of questionable content. This Arizona couple got banned because Facebook took exception to their last name - Avatar.

Most social media sites ban first and ask questions later, leaving you to prove you're not violating their TOS. And that's the danger of digital sharecropping. If you're building a presence on someone else's virtual patch, then if you're banned or shut down, even if it's not your fault, you lose everything you have been working for. As Copyblogger points out, landlords are fickle.

A Better Social Media Strategy

So what's the answer? The answer is to see social media for what it is: a necessary tool in your overall marketing strategy but not the place where you expend most of your energy. As we've said before, Facebook is not your website.

Instead, spend some time putting your own content on your own site. Sure, things happen to websites too, but if you're all paid up with your domain name and hosting, then generally your piece of cyberspace belongs to you.  And that's a better foundation for your online business presence.

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Topics: content & inbound marketing

Memes for Marketing: Should You Use Them?

Posted by Sharon Hurley Hall on Oct 22, 2015 8:00:00 AM

Is it possible to go a whole day online without seeing a meme? Wherever you look on social media, you find those amusing combinations of images and text sending a short, sharp message.

Originally a meme was simply "an idea, behavior, style, or usage that spreads from person to person within a culture" (Merriam-Webster) but now it can be a piece of content - usually visual - that spreads quickly and may even go viral.  A case in point: all the memes around Donald Trump, many of which focus on his hair.

Getting Started with Memes

Using memes in your marketing can show that you're in touch with what your customers are talking about. They can also give your brand some personality. For example, Grammarly has built an audience of more than 7 million by using images with grammar on Facebook and other social media channels. Several of these tap into popular memes.

Hubspot believes that memejacking is a great strategy for brands. That means hijacking a meme that you already know is popular and putting your own spin on it. That allows you to ride the trend while gaining more attention.

One tip: make sure you really understand what the meme is all about. Get it wrong and you could really hurt your image. Check out Mismeme on Reddit for some more examples.

Seven Tips on Using Memes for Marketing

So, how do you use memes effectively in your marketing strategy? Here are some tips:

  1. Check to see what's already popular. There are several great sources of meme intel including Know Your Meme and Memebase. Use those to see whether your planned meme is hot - or not!
  2. Keep an eye on your social media streams. If you're repeatedly seeing versions of the same image , that's sure sign that a meme is on the rise.
  3. Check out trending topics on your favorite social media site and see if there are any particular images that go along with them.
  4. Keep tabs on current events that lend themselves to humor.
  5. Decide on the idea and brainstorm some possible takes on it.
  6. Use an online meme generator (try this Google search) to help you create it.
  7. Be selective! Be sure that the meme is aligned with your brand. And, remember, in this case too much of a good thing is a bad thing. Too many memes can have a negative impact on your brand in social.

Tips for Meme Success

When creating memes, be careful about the copyright of the original images. If it's not clear who owns them, you'd be better off creating your own. In fact, the Success Kid meme started when a photographer uploaded an image of her 11 month old son in 2007. People are still using this image for new memes today.

The final element you need for meme success is social sharing. Share your meme everywhere: on the main social media profiles and within groups. Don't be afraid to share a meme more than once. The only exception is LinkedIn, where people generally expect more serious, business-related content.  Other than that, use your normal content marketing workflow to help your memes to achieve their potential.

Used well, memes can be a useful part of your content marketing strategy so don't be afraid to try them out.

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Topics: content & inbound marketing

5 Ways to Get More Eyes on Your Blog Content

Posted by Sharon Hurley Hall on Oct 15, 2015 8:00:00 AM

Creating blog content is one of the best investments you can make in promoting your business. The stats are clear:

  • Brands that create 15 new posts monthly average 1200 new leads each month.
  • Blogs increase the number of pages in the search engine index by 437%.
  • You'll get 55% more visitors with a company blog.

Whichever way you look at it, blogging for business is a good thing. But not everyone will read your blog, so to get more from content marketing, use your blog content in other ways so that more people will see it and interact with your company.

       1. Present It on Slideshare

One easy fix is to use your blog content to create presentations on LinkedIn Slideshare. The site has more than 60 million users and is widely used within the business community. To use it effectively, you need to marry the best points from your content, with stunning design and the right tags. If you get it right, your presentation could be featured by Slideshare, which will bring a lot of people back to your blog. Learn more about using the site effectively from this Kissmetrics guide to Slideshare.

       2. Publish a Book

It's also simple to use your blog to create a book or eBook. Spend some time up front thinking about a topic you want to cover in depth, then make each sub-topic an individual post. Not only will you get feedback as a you go (blog comments and social shares can tell you a lot about how people will respond to the content) but you'll only need to add an introduction and conclusion to finalize your book. Invest in professional editing so that the book of your blog reads like a book instead of a loose collection of posts. Then publish it everywhere, including Amazon, iBooks, and Smashwords. Get it right and you could reach an audience who might never have seen your blog.

       3. Syndicate Your Blog

Did you know that Amazon has a tool called Kindle Publishing for Blogs? It's been around for a while, though it's still in beta. Add your blog's RSS feed and a title image and then Kindle users can subscribe to it via Amazon. From my own experience, this won't net you a huge audience, but it will reach the people who do all their reading on Kindle. When I tried it with my writing blog, I had about 100 people who subscribed this way.

       4. Reuse the Stats

If your blog content includes stats, then you have the basis for a compelling infographic. This strategy will work best if you do a lot of research. Well researched and attractive infographics are immensely popular. It's another way to repurpose blog content and reach a wider audience.

       5. Put it on Audio and Video

While you're pulling data from your blog post, consider two more options for reusing the content. Many people love to consume content on the go and would rather listen than read. For those people, a podcast version of your blog content is ideal. And then there are the people who love watching videos (such as mobile device users). Convert your post to a short video and you'll get more attention.

These 5 tips will help get more eyes on the content you originally created for your blog. As a result, your company can reap the benefits of more attention, more leads and more sales. Look out for Crackerjack Marketing's coming ebook on other ways to attract your audience.

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Topics: content & inbound marketing

Why Twitter's New Moments Feature Matters to Brands

Posted by Christina Strickland on Oct 8, 2015 8:00:00 AM

Did you notice something different over on Twitter recently? Twitter unrolled its new, and, quite possibly, most important feature called “Moments.” Moments takes what everyone is talking about and puts it into a tidy place for the user to find. Now we don’t have to jump in and get lost, mid-conversation. This is a great way to check out and interact with what’s going on on Twitter, before you dip your toes fully into the stream.


What EXACTLY is this “Moments”?

Essentially, Moments makes trending stories have a longer life. It yanks it from the rapids of the Twitter river and sticks some stuff into a calm little pond, where it waits patiently to be fished out. With the click of that neat little lightning bolt icon, a list of important highlights, along with live tweets, awaits. You’ll never have to wonder what’s happening on Twitter, ever again!


How does Moments work?

It’s quite simple, really. Well, no, it isn’t, but we’ll make it simple. We mentioned the lightning bolt icon already. You click it, which then brings you into the Moment app. What you see on that neat, magazine-like screen is a list of new and emerging stories that are popular in your network. If what’s going on doesn’t strike your fancy, you can click on “Sports” or “Entertainment” and catch up on what’s been going on over there.


How will it affect my own Twitter stream?

It’s supposed to affect your Twitter stream! Moments and your stream are new besties. They don’t go anywhere without the other. Moments tells Stream everything, and vice versa. Together, they are supposed to make a more robust, enriching, newsworthy experience. As Moments grows and learns how the user, well, uses Twitter, the content in Moments will be more individualized, tailoring itself to your own, personal likes.


How can Moments benefit brands?

Twitter is a cultural zeitgeist. As a brand on Twitter, you need to be aware - no, ahead - of the trends. Currently, we can stay on top of trends by staying really active on Twitter, checking out trending hashtags and using Twitter lists. Twitter’s new Moments feature now gives you another way to keep your finger on the pulse of the Twitter sphere.

As a brand, it’s not enough to settle for not being left behind the conversation, you want to be the leader. Imagine if your content was selected to be part of the curated collection!

At the moment, “Moments” (see what I did just there?) are only curated by a couple of Twitter partners but Twitter will be opening Moments up to more users in the future which, in turn, could present huge opportunities for creative thinking brands to set trends!

Twitter created a game-changer with Moments. Unlike some other features that Twitter has played around with in the past, this one is going to last a lot longer than…a moment.


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Topics: social media

5 Tips for Brands Using Periscope

Posted by Christina Strickland on Oct 1, 2015 8:00:00 AM

Getting acquainted with Periscope and learning what it does was an important first step. Now, however, you have to figure out how to use this innovative new social media tool for your brand. Don’t worry. We have you covered with five tips brands can use to make the most of Periscope:

        1. Promote

Promote your broadcast before, during, and after your event. The more you promote, the more people will actually view your broadcast, and even better, share it. Use all of your social media accounts to let your audience know what you have planned. Shout it from the rooftops while you’re live too, even if this means assigning someone else to promote or schedule posts/tweets in advance. And once your broadcast has ended, it would be a mistake to fall silent. Your broadcast will remain available for 24 hours, so make sure your audience members know they haven’t missed out, even if they couldn’t tune in when you were live.

        2. Vary Content

There’s nothing worse than all promo, all the time. While you do want to promote your awesome products and services some of the time, you don’t want to turn your audience off by trying to sell your brand at every turn. Fortunately, Periscope lends itself to such varied content as educational videos, tutorials, FAQs, announcements, interviews, focus groups, and surveys as well. You can even use it to provide VIP access, customer support, and product demonstrations.

        3. Engage

Just because it’s a different type of social media doesn’t mean all of the best practices you’ve learned fly out the window. Your attention-grabbing broadcast is a great start, but you still need to bring it home by engaging your audience. Post questions on Twitter to get your audience not only thinking about your content but also talking about it. Get involved in discussions about your broadcast and take the time to respond to comments.

        4. Share Reviews

Without question, great reviews can work wonders for your brand. According to a study by Dimensional Research, a whopping 90 percent of purchase decisions are influenced by online reviews. Now, combine that with the appeal of not just video, but live video. Use Periscope to ask your customers for feedback and use it again to share live video reviews—good reviews, of course. You can’t lose!

        5. Build Trust

Consumers are much more likely to buy from and return to brands they trust. Use Periscope to provide a new level of transparency by allowing your customers to see your face (or your employees’ faces) and listen to your voice as you answer questions about your brand and products. And as much as possible, keep it unscripted so that your message comes across as natural and genuine while showing off a bit of your personality.

Periscope isn’t just the latest hot thing. It’s a valuable tool for reaching your target audience, getting its attention, and boosting engagement. Use the above tips to incorporate Periscope into your brand’s marketing plans. 

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Topics: Social Media Marketing

5 Reasons Your Brand Should Be on Periscope

Posted by Christina Strickland on Sep 24, 2015 8:00:00 AM

No brand can afford to rest on its laurels, thinking last year’s, last week’s or yesterday’s marketing is enough to keep its audience interested and engaged. You have to continually market, finding new ways to gain exposure and get the right people paying attention. One exciting new way to do that is with Periscope.

What is Periscope?

In February 2015, Twitter made a bold move by purchasing a live video streaming mobile app called Periscope. Twitter launched the app in late March, and it’s been hot, hot, hot ever since. It’s still a fairly new tool, which lends quite a bit to its hotness, and it’s an excellent way to gain more exposure for your brand.  Fresh out of the gate, Periscope had a cool million users just 10 days post launch. By August, it boasted 10 million active users. And guess what else? It’s still growing.

 Here’s why you need it for your brand:

        1. You Can Reach Your Audience Live

Periscope allows you to use your mobile device to do something fabulous—broadcast live. This means you can allow your audience to join your broadcast, tuning in to your live streaming video and audio from virtually anywhere. And with Periscope, you aren’t limited to just seconds in which to get your message across. You can not only say everything you need to say, but also give your audience a much better experience.

        2. Your Audience Can View It Now and Later

Your audience can view your broadcast message the moment you make it and up to 24 hours later, replaying it and commenting as often as desired. It’s real-time marketing at its best. And as if that’s not enough, you also get access to all kinds of useful data, providing insight into such things as how many viewers watched your broadcast and for how long.

        3. Amazing Communication Options

You’ve probably heard a great deal about FaceTime, and maybe you’ve even used it to communicate one-on-one with your friends and family members. Periscope allows you to communicate directly with a potentially huge audience.  It’s taken an intimate type of communication and transformed it so you can communicate with everyone.

        4. It’s Social

Social media is a critical part of any marketing plan. With nearly 80 percent of Internet users considering social media content when making purchasing decisions, your brand needs to be where your audience gets social. Periscope provides yet another social avenue for reaching your audience and not only makes social sharing through Twitter simple and easy but also helps stimulate discussions and encourage feedback. It even includes location and notification features.

        5. Access to More of Your Target Audience

You know the deal. If a large percentage of your audience is on a particular social media platform, you want to be there too. If your audience goes looking and only finds your competition, don’t expect that to help your bottom line. In fact, Periscope could even provide access to a demographic you haven’t reached before. Keep in mind, too, that Periscope is a new, innovative tool. Those who aren’t there now will likely use it later as more and more people learn what it can do and how to use it.


As a brand, you have to keep up with marketing trends in order to effectively reach your audience. By doing so, you demonstrate that you care about communicating with your audience while dramatically increasing your exposure. Periscope is a fantastic way to do just that.

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Topics: social media

How to Get the Most Bang for Your Buck with Content Marketing

Posted by Sharon Hurley Hall on Sep 17, 2015 8:00:00 AM


Everybody wants a magic bullet. And if you're using content marketing to promote your business you may want it more than most. There are so many sites and types of content out there, so how do you find out what really works to you get great performance and return on investment?

The good news is, you don't have to look far to find the answer, because Buzzsumo and Fractl have done it for you, analyzing 220,000 articles over a 6 month period from June to November 2014. The infographic is published on Hubspot. Here are some of the key findings, along with the lessons to learn about your content strategy.

        1. Find the Right Content Type

The study identifies five main types of content: how to, lists, what posts, why posts and videos. Of those types, lists got the most social engagement at 22.45%. Does that mean that you should only publish list posts from now on? Of course not, because the study shows differences depending on the niche. Unsurprisingly, lists work best for travel and entertainment. We're all fascinated by lists of places to visit or weird memes.

If you're in a different niche, then consider whether lists are the right content for you. The lesson is to use the content types as a starting point, but do your research (and check your analytics) to see which performs best for you.

        2. Figure Out Your Engagement Metrics and Timing

Engagement also changes across the board depending on your niche, with some niches having far more active audiences than others.  If you're in the tech business you're likely to get a lot of social shares for any content you publish. That also applies to lifestyle, business, education and finance. On the other hand, if you're in automotive, health and food, you'll see much lower sharing figures.

Timing also affects engagement. That's not just about the time of day you publish, but the time of year. October is a great month for almost all types of posts, but especially for what posts, while the summer months of July and August see lower social sharing figures across the board. Hubspot has a great analysis of this. It's also worth noting, that news and entertainment are high performing sectors for social sharing.

        3. Take a Shortcut with the Most Popular Content Types

The big takeaway from this research is that list posts and why posts get the most consistent engagement, so you should definitely include these in your content strategy. Do this by:

  • Using analytics, social media and customer interaction data to figure out the most common questions so you can answer them with posts.
  • Checking out your competitors' sites for questions their customers ask that you can answer.
  • Collecting helpful resources to form useful lists for your customers.
  • Breaking industry trends or finding an entertaining spin on a key issue.

This will help you create content that is shared over and over again, continuing to promote your business years after the original publication date.

Buzzsumo and Fractl also used the data to produce a social content calendar to guide you as to what content does best in every month. One interesting finding there is that videos did particularly well in August and September.

Related to this, Buzzsumo and Uberflip did additional research on the content people share most. It showed that how to posts remain popular, with an average of 5,200 shares apiece. In addition, quizzes can get millions of shares and image posts get double the number of shares as posts without images.

Putting It Together

So, how do you get more from your content marketing efforts?

  1. Check out the research cited above in detail.
  2. Look at your own customer data and see if it matches up.
  3. Identify a mix of content for your blog and social media (probably how-to and lists for your blog and images for social).
  4. Create, upload and share

What types of content do you find most effective for your audience?

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Topics: content & inbound marketing