Listen in on our newest Tower After Hours podcast! Our topics in this episode include emotional marketing, changes going on at Facebook, adapting to a client’s brand standards, and the perfect length for blog content.
Using Emotional Marketing for Link Building: 1:00 – 8:15
When content marketing agency Fractl analyzed their content campaigns from 2013-2016, they found four common elements in their most linked-to content:
- Highly emotional
- Broad appeal
- Comparison based
- Pop culture themed
Our discussion led us to examine the tactic of using emotional content as a link building technique. While making an emotional connection with readers or viewers can momentarily engage them, can it convert them to make a purchase or take the desired action? Emotional marketing’s true purpose might lie in creating and building your brand identity. But the key is making it feel real and authentic, because users are smart enough to see when you’re laying it on a little too thick.
Knowing What Your Brand Stands For: 8:15 – 15:35
It’s terrific when brands have a defined set of standards for how they portray themselves. It means they’ve put real thought into who they are, how they will serve customers, and what they want to stand for. But sometimes brand standards can make internet marketing a little bit tricky. For example, how would you handle a brand standard that outlines certain words that should not be used in online or social content, when those very same keywords are highly searched by the target audience? Or, how would you produce interesting content for a brand that is overly thoughtful about what is shared socially, hoping to avoid any and all potential pitfalls? You have to stay positive and get creative!
How Facebook Is Changing Along with Its Users: 15:35 – 27:15
After reminiscing about the days you needed a college email address to join Facebook, we discuss the fact that Facebook users are becoming less social. There’s been a decline in original and personal social content and a move towards simply hitting the share button on videos, images, and articles. Think less photos of your nieces and nephews and more inspirational quotes and gluten-free recipes. In an effort to compete with other social platforms that are gaining popularity, like Instagram, Twitter or Periscope, Facebook is implementing the following updates (just to name a few).
- Messenger app – Facebook is being used more often for private conversations
- Live video streaming – Live videos are moved to the top of your feed and trigger notifications
- Video profiles – Make your profile pic more dynamic by adding a seven-second video
- Reaction buttons – Allowing users to like, love, wow!, and more
- Bookmark articles – Very similar to using Pocket, a #TeamTower favorite
How Long is Your Blog?: 27:15 – 34:38
Our final topic is all about striking the right balance in the length of your blog posts. We’re tackling this internally by testing “quality over quantity” on our own blog. Research shows that longer content is linked to more often and keeps users on your site longer. But as content writers, we’re often battling against our own gut instinct that people don’t want to scroll through such long content. That’s why we’re anxious to see what results our own testing produces. Think about the goal of your content and what actions you want users to take:
- Short content is best for generating reader engagement/gaining comments.
- Mid-length content begins to garner social shares and links from other sites.
- Lengthy content gets a lot more shares on social media and links from other sites, as well as higher search engine rankings.