With more people consuming content on social media than ever before, it’s never been wiser for brands to work with influencers. Once you’ve taken the time to track down the perfect influencers for your industry, you have the potential to grow your target audience by thousands (or even millions).
But, like most worthwhile marketing ventures, hiring influencers can take a chunk of the budget. Navigating the influencer networks, negotiating fair rates for photo and video, deciding your platform, and testing into new audiences, learning the ins and outs can be tricky
Luckily, we’ve got the industry know-how to share some insights on how much influencers charge.
Here is everything you need to know about working with an influencer in 2021.
So, you’re interested in taking the leap into content marketing. Great choice! As a result of the pandemic and lockdowns over the past year, content is in higher demand than ever before. Last year alone, Netflix spent close to 17 billion on new content, and streaming services aren’t the only ones cranking out content.
Social media and search engine usage has heightened substantially as a result of the pandemic, and more individuals and brands are jumping on the content marketing train than ever before.
That being said, starting to make content is quite a learning process, not to mention time and investment. If your brand hasn’t created content for Youtube, a blog, or social media platforms before, you’ll need to know where to find inspiration to come up with creative ideas.
Luckily, by applying the approaches identified below, you’ll be an expert content marketer in no-time, and can start producing quality content frequently!
So, you’re considering joining the millions of others actively creating video content on the Internet. Great choice! Content creation is a great way to talk about the things you’re passionate about, and if you play your cards right, can be extremely lucrative for an individual or business.
That being said, getting started isn’t always easy, and any successful video creator needs to have a grasp on video editing. Thankfully, applications downloadable on the App Store and Google Play can help with editing video on your iPhone or Android.
To get you on your way to TikTok and YouTube stardom even sooner, we’ve identified (and used) the greatest video editing apps for you to get started with on your cell phone.
As grating as the term “content is king” may be, one thing is for sure: It’s the only monarch effectively fostering goodwill and growing in popularity. Currently, 84% of B2C content marketers call their content marketing programs successful, with about 60% expecting to increase their content budgets this year in efforts to drive brand awareness, educate consumers and build credibility.
Good content marketing builds brand identity and consistency; successful content marketing engages the consumer, nurturing loyalty. Building goodwill this way is effective, with 70% of consumers saying that customized content shows that organizations want to forge genuine connections with them. Those connections bring more than just warm fuzzies, showing that a loyal customer is worth 10 times the dollar value of their first purchase.
One of the ways brands can engage directly and personalize touchpoints effectively across platforms is with modular content. A modular approach breaks away from one-at-a-time asset creation providing a flexible, scalable — and testable — way to stretch content across channels to meet more customers.
How Modular Content Maximizes Creative Assets
Modular content is remixable, like a set of Legos. You can create one large asset from many blocks, or you can pull out sections and individual pieces to reconfigure into entirely different scenarios. Along with being endlessly configurable, it’s also easily tested and refined.
However, just like Legos, your modular content components need a sturdy foundation if you plan to build them out. For example, let’s say you do a 30-second spot with dialogue, but you didn’t think about modularization during the planning stages. When the spot is complete, it will be impossible to slice up into multiple usable pieces for different channels, since each piece is context-dependent on the larger narrative.
If you had planned ahead, you could have worked in sections specifically intended to stand on their own. That way, the segments at seconds 9–14 or seconds 22–27 (or any given section) could be plucked out for double-duty elsewhere. And the order of “content units” in such a video doesn’t have to be A–Z. It can be F+B+Y or nearly any variation that makes sense within the context of the whole story.
“Creating modular content is not simply an executional afterthought where we try to capture as much as possible from a production standpoint,” says Michelle Moscone, Head of Creative Operations at WITHIN, “but really the basis of our ideation process. The team really challenges itself creatively to ideate around visual vignettes and other aspects of the shoot to extrapolate as many scenarios as possible from the same set of variables.”
Consider this 30-second spot created by WITHIN for Anheuser-Busch.
Why would you run a marketing campaign that costs more than the profit it generates? As absurd as it might sound, this situation actually represents one that many marketers unknowingly find themselves in.
Let’s say you’re running all of the marketing for a single-product ecommerce store. The shop makes a $20 profit from each sale before taking into account any marketing spend. Now let’s say that someone pitched you an idea on how you could generate more sales by spending $30 of marketing dollars per sale. Chances are you’d scoff at the idea, right? However, even though marketing campaigns can appear profitable at an aggregate level if the cost per sale is below $20, it doesn’t mean that every sale generated is costing the brand less than $20. That means that even when we’re profiting at an aggregate level, we can still be losing money. To understand why this is the case, we need to understand the idea of marginal metrics.
In our March 3 panel discussion, iOS 14, IDFA, & What It All Means for the Digital Marketing Landscape, WITHIN’s CEO Joe Yakuel was joined by Wunderkind Director of Strategy Jon Humphrey, Rockerbox Co-Founder Ron Jacobson, and WITHIN’s Integrated Media Director Michael Choi for a deep dive into what marketers can expect with the new changes launching this spring.
The privacy-first approach, while ostensibly a win for consumers who want control over their data sharing, will mean a shift in tactics for marketers who want to continue to deliver customized, tailored experiences for users.
The panel’s goal was to give attendees some actionable takeaways for how to prepare for the changes. WITHIN asked attendees to complete a short poll before the discussion began to gauge just how much awareness the audience had of the upcoming changes and their level of preparedness.