Does your content drive sales? Good content will. Even the best marketers can make mistakes that stop content from reaching its full engagement and exposure. Below we have addressed eight of the most common issues seen in the creation and distribution of digital content. By optimizing your strategy and monitoring engagement across all channels, your brand can deliver a valuable experience to users and drive more sales as an authority in your industry.
Many brands stepped up to spend millions of dollars on Super Bowl campaigns this year, but the online follow up and complementing digital campaigns showed which brands were fully prepared to engage with a complete marketing strategy. Below we’ve analyzed some of the big wins and shortcomings from Super Bowl brands in 2015 so you can help transform your brand’s campaign to drive more results.
The following commercials from Lexus and Loctite drove many customers online to learn more about the products featured in their TV ads. Upon searching for related terms such as “RC-350” or “Glue” in search engines we found that these brands missed an opportunity for increased exposure and relevance by not running paid search advertisements. Echoing campaigns across multiple channels is essential to staying top of mind and nurturing potential customers through the sales cycle. Remove barriers to entry by making information and specialized offers easy to find in all channels.
It’s always amazing to watch a great campaign transform a relatively boring product, like glue, into something worth talking about. Despite their shortcomings in paid search campaigns, Loctite did an amazing job revamping their digital presence in a way that makes glue fun, silly, and interactive. Check out Loctite’s website for funny how-to videos, quotes, gifs, contests, and even free downloads of those ridiculous songs used in the Super Bowl commercials. By making your brand engaging with great content you can create a buzz that drives more exposure. #WinAtGlue
The temptation of Jeff Bridges humming us to sleep was enough to make us put down the wings and pick up our phones to check out DreamingWithJeff.com after seeing the Super Bowl ad from Squarespace. By creating intrigue and curiosity, the brand succeeded in generating awareness and driving traffic to their page. Unfortunately, the mobile website, which most Super Bowl viewers engaged with, does not stack up to the desktop version. That’s a bit underwhelming for a brand selling website design and development.
Go Daddy is notorious for pushing the envelope with their quirky, comical, and edgy TV ads. However, this year it’s Super Bowl commercial featuring a spoof on the now classic Budweiser puppy, was pulled due to complaints from animal campaigners. Go Daddy then replaced the ad with an extremely bland ad that felt off-brand from the usually entertaining and head turning commercials we’ve come to expect. While this is not a complete loss, it is a missed opportunity to captivate audiences and extend the personality of its brand. Both commercials can be seen below, and you can be the judge of what’s more memorable.
As the leverage of digital content continues to grow, many brands leaked their Super Bowl ads before the big game to create an early buzz. While beating other brands to the punch can help create some early awareness, it also ruins the surprise and makes the big game day delivery less special. Snickers, for example, launched their Brady Bunch commercial online, and after great circulation, the excitement was ruined during the previous “big reveal.” Understand what users expect from your brand and stay relevant to delivery and timelines to optimize engagement.
Let’s face it; Budweiser just insulted their audience this last Super Bowl Sunday. Its recent ad not only offended craft beer drinkers and manufactures (including its recently acquired craft partner Elysian Brewing, purchased last week) but also its own customers. The commercial encourages drinkers to not dissect a Budweiser and instead to just drink it, perhaps implying inferiority over simplicity. With a growing audience for craft beer and Budweiser itself becoming more competitive in the space, it is a bad idea to shame those “sipping on Pumpkin Peach Ales” and “making a fuss” over microbrews. Remember that bigger is not always better, and insulting customers is never a good idea. Understand what your audience loves about your product and focus on that without the need to embarrass others, or yourself.
Developing a complete marketing strategy that engages users across multiple channels and compels users to interact can keep your brand memorable and profitable. Understand user expectations and remove all barriers to entry to drive more engagement and create powerfully effective campaigns.
Many brands stepped up to spend millions of dollars on Super Bowl campaigns this year, but the online follow up and complementing digital campaigns showed which brands were fully prepared to engage with a complete marketing strategy. Below we’ve analyzed some of the big wins and shortcomings from Super Bowl brands in 2015 so you can help transform your brand’s campaign to drive more results. Be Visible The following commercials from Lexus and Loctite drove many customers online to learn more about the products featured in their TV ads. Upon searching for related terms such as “RC-350” or “Glue” in […]
Landing pages can be an important tool in any marketer’s bag of tricks. Constructing valuable pages with relevant and actionable content can help increase quality leads and exposure for any brand. The problem most marketers face is overlooking opportunities for increased page engagement, A/B testing to improve page conversions, and properly nurturing leads in the sales funnel. Below we have created a quiz to test your knowledge of common industry mistakes and statistics. Share below and let us know how you did. Can you improve your conversion rates and user experience? Let ZOG Digital help craft you content marketing plan […]
Creating content that speaks to the needs and interests of your audience can require a lot of effort and resources. Our content checklist has grouped everything you need to keep track of when constructing your content and developing your content marketing strategy plan. Get a glimpse below, and check out our full article by ZOG Digital’s Sara Flick in Business.com Defining The Audience Identify audience behaviors and interests Examine historical data Analyze competitor strategies Specialize content to audience segments Choosing Content Mediums Analyze channel engagement rates Create unique content Creating Valuable Written Content Offer education, entertainment, and calls to action Link […]
Content is only valuable if it is produced regularly and aligned with your goals. To keep your brand on track, it is important to keep your content marketing plan in constant motion. Develop a strong focus by keeping the digital habits of your audience in mind, and leveraging the following tips to increase your visibility and engagement. Set Clearly Defined Goals The first step to creating a plan is to understand and prioritize your goals. Outline how you want users to engage, where you want to drive traffic, and what you want your brand to be seen as an authority […]
Long live the king! While it may be a tired and rundown analogy, content is still the key influencer of what drives authority online. By developing strong, valuable content you are providing something that users, and subsequently search engines, have a need for and will naturally gravitate towards. The problem for most brands is creating relevant content that gets exposure. Digital content is a competitive space with many brands now devoting substantial resources to marketing strategy in an effort to increase visibility. One of the most effective ways to improve your brand’s exposure and influence through content is to provide […]
Wednesday, January 21 at 11 a.m. EST Join ZOG Digital and Ryan Skinner, senior analyst from Forrester Research, Inc., as we provide actionable insights on how to leverage audience data for a superior content strategy and more successful customer acquisition. Learn the latest in content strategy, including: How to define content marketing. Emerging models for content marketing. Data-driven strategies for more targeted, effective content. How omnichannel media paths are influencing how consumers make purchase decisions. How to build, optimize and amplify content across the web. Best practices for tracking results. Space is limited, please sign up today for this free […]
This guest blog is written by Ivan Serrano, an internet journalist living in Northern California. His writing niche is social media and business, and when he’s not writing, he’ll be found practicing his photography or watching his favorite sports team. ———- There isn’t a website owner in the world who doesn’t want more traffic, views, subscribers, followers and engagement. After all, those factors are the lifeblood of every site. So it isn’t much of a surprise that everyone wants to “go viral.” Unfortunately, going viral isn’t an exact science and many marketers still aren’t sure what causes content to spread like wildfire. […]