Content marketing is therefore a part of the digital strategy that brands can not ignore, but it is also one that causes more stress, because it is not what the companies were accustomed to do.
The contents have become an increasingly important part of the marketing strategy of companies. Brands are almost forced today not only have their social profiles but also to publish a blog, update content and be as creative and as good as the best means. Now they have to be content producers and also have to ‘get it right’. Consumers thus require.
Content marketing is therefore a part of the digital strategy that brands cannot ignore, but it is also one that causes more stress, because it is not what the companies were accustomed to do. Brands have to completely change the chip, since what is now being asked to do is not enough to launch advertising and creating information. Brands have to be as small media and have to create truly relevant content. What to do then and what routines and rules impose? A study of TrackMaven has analyzed what is being done in content marketing to establish certain conclusions about what works and what does not can serve as a guide.
The perfect routine publication may not be as perfect
Possibly since the internet started to become such a popular element and possibly since the brands were forced to enter the game content, it has repeated the same question. When to publish to get the best results? Copy the online media does not seem the most appropriate, since they are publishing all the time and recurring basis. Media pace of online publication is generally the faster the better and never later than ‘for ya’. However, brands cannot keep pace. First, they have so much to say. Second, they do not have the staff to maintain that routine. And hence, therefore, that all seek the secret formula.
What they have discovered in the study of TrackMaven?
Brands are mainly focusing on weekdays, which make sense. Its content managers working on those weekdays and potential recipients tend to be more connected week. However, the numbers show a panorama questionable. 87% of the contents are released during the week, but on weekends but a drop of the contents of these get much better results occurs. 13% of everything published in weekend is what presents the best response rates in social networks. In fact, Saturday looks like the best day to get better answers. Although only 6.3% of the content on a Saturday, they manage 18% of responses on social networks is published.
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Something similar happens with the hours and hours of publication they get better answers. Peaks as more content published are the times when those responsible are at work. That is, the office hours are getting more publications, together with a small peak between midnight and one o’clock, when the posts scheduled are published to connect with the consumer early in the workday the next day. However, although these contents are published at that time, the figures show that those who get better ratios of engagement are the contents published in nonworking hours.
The conclusion that can be drawn from this is that brands that are imaginative in finding their publication routines are getting much better results than those who are staying with business as usual.
Post publishes much or little
Another issue of concern to those responsible for content brands is not only when to publish but also how to publish. Should we generate a lot of content to keep readers entertained or excessive contents can saturate and thus have harmful effects? The truth is, as noted in the analysis, everything depends on the audience and what you are trying to offer and the way in which you try to connect to it.
If you want to be a place of usual reading, publish content must not only regularly but also content that meets their expectations. However, the truth is that it is not necessary to fill content network for success: between what companies are doing two options and two parallel realities, who publish a lot and have a very ambitious strategy (and published many contents) and stayers with less content and more specific. In the media world, they dedicated only to this, you can find an average of 80 updates per day for those who publish more and more against the average of 22.5 updates is the most common (in this average are included media of all types and from all sectors).
How holder to succeed
One of the things that tend to repeat when speaking of online content is that readers will see the headline and then decide whether to continue reading or not. Sometimes they not even stay there and not even use the holder as a guide. The truth is that only read the headline, as any responsible for any means to manage social networks also may say. The number of people who comment on Facebook and Twitter without reading the articles, just staying with how they have been titled, is very high. Therefore, holder is a sensitive issue.
What they are doing marks?
They are betting on not particularly large headlines. The average is 40 characters, although consumers are more receptive to the extensive. Holders of 60 characters have better ratios in social networks. How it has become the holder also impacts the way in which it is received.
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Is internet full of questions? It seems so and has an explanation. The 94.89% of the posts analyzed does not include a question mark, i.e. they are not a question. However, the 5.01% that is yes and yes it includes accumulates 46.30% of the ‘social shares’. Consumers would like questions, but not enthusiastic assertions. Brands use much less exclamations and actually do so because they work much worse this content on social networks. Consumers do not react to them.
Content has to be interesting
To this, it should be added around a certain issue (and a fairly logical) that is the type of content to be included in the corporate blog. The contents should not be singing the virtues of the brand products and should not be content to only talk about the brand: the contents now have to offer something. As explained in the conclusions of the study because it is not only focus on increasing brand recognition. You have to create content that really interest consumers, achieve capture their attention and serve for something. They have to be useful content for audiences, interesting.