How Does Fake News Affect Content Marketing

Posted on by Chris Jenkin

Last year, we saw the prevalence of fake news vastly shared via social media. There have been rampant sharing of fake news camouflaged as a legit website. But even if these websites turned out to be fake (or sometimes satire), the damage has already been done. It was too late to retract such rumors as it had already been perceived by individuals as the truth. Because of this, marketers have been faced with the problem of having to deal with the effects of fake news. As for the readers, they’re left struggling with distinguishing the difference between fake news and bad news.

The truth is, fake news has always been around. The only reason we’re dealing with it right now is because there has been a sudden spike in the number of stories that were either partially untrue or meant to mislead the readers. This has been pretty evident in the recently concluded Presidential elections, as things got heated and led to the exchange of harsh words amongst friends and family members on social media.

Thankfully, both Facebook and Google have become alarmed by the prevalence of fake news. This prompted them to announce their plans of tracking down stories that were of such nature. But how does it affect content marketing? How do you even determine whether a story is fake or not? Let’s look at things deeper.

How to Identify Fake News

According to FactCheck.org, it doesn’t take a genius to determine fake news. Here are some of the things to look out for:

  • Source Credibility. One of the easiest ways to determine whether or not you’re reading legit news is to look at the URL of the page you’re reading. Try to remember the real URL names and extensions of the legit websites. Simple things like using ‘z’ instead of ‘s’ in ‘news’ can already tick you off. And of course, the extension of the domain is usually in ‘.com’ instead of ‘.website.’ or ‘.com.co.’ Remember, these websites were meant to mislead its readers into thinking they are reading something from a trustworthy news network.
  • Go Beyond the Headline. Most of the time, these websites attract readers by using clickbait titles that are sure to catch your attention. Before you believe the headline, make it a point to read the entire article. Don’t stop at the headline.
  • Look for Quoted Sources. You should also check whether or not the article is linking to another questionable website. This is because there are tons of fake news websites that link to one another. As much as possible, check that the source of the article is a real government website or another credible publication.
  • Check the Author’s Name. Take a look at the name of the author. If there is a name attached to the article, you can perform a quick search to tell you how credible that person is.

So How Does This Affect Content Marketing?

Fake news does not only affect those in content marketing, but everyone in the field of journalism. It creates a bad image for authors, writers, and editors. As a content marketer, it could also hurt your campaign as it could destroy your readers’ trust in the things they find online.

The best way you can combat this is to make sure every content you publish on your website has been fact-checked and verified. If you have any stories to pitch, make sure to do this with reputable reporters and media outlets. This is the best way you can fight against fake news.

2 Important Tips on Creating Content

Posted on by Chris Jenkin

No matter how good your article is, if it’s not getting the traffic it deserves, it might as well be buried on the Internet. But how do you make sure that your articles will be read by your target audience? After going through the different strategies online, it all boils down to how well you practice content marketing. The success of your content is not derived from your industry, your writing skill or the number of keywords you include in the article. Instead, it has more to do on how well you thought out the content, created the headline, and used the right meta description and tags for search engines to pick up your article.

If you run a content marketing agency, it’s important that you know how to provide content that people are searching for. The reason behind this is so you don’t waste time and energy preparing a post that will not be read by your targeted audience. After all, this costs you a lot of money to produce. Here are some tips to help you create content that your audience is looking for:

Tip #1: Make use of content ideation

According to studies, consumers spend up to 79 days to check out their options before they decide to make a purchase, especially if it is a big one. They do so by conducting their own research of their other options and what they can do to make this decision better. This is why you need to have your content available to them and offer valuable information. In doing so, your consumers can trust your brand. When it’s time for them to make their decision, they’ll remember your company right away.

The best way you can do this is to conduct a research of your own. This means you should take advantage of social sites and keyword tools to help you get the information you require. Apart from searching for ideas online, you can ask other people to give you ideas on what they would normally inquire about a particular product they are interested in purchasing. With this wealth of information, you can already come up with some topics to write. You can compile these ideas into your editorial calendar so you can keep producing content consistently.

Tip #2: Make the most out of your headline

Sure, you may be using the right keywords for your article, but if your headline is not interesting enough, it might not get the notice needed. When coming up with a title for your article, you have to remember to be clear with what you are presenting in your article. You don’t need to have a witty title as it does not always get people to click your article. Remember, you only have around 65 characters to work with so make each one count. Here are a few tips for a clickable headline:

  • Be descriptive. Include a bracket that summarizes your content, like [Infographic] or [Video].
  • Announce if you have added photos. Include “Photo(s)” in your headline as these perform better.
  • Use “How To” to solve a problem.
  • Create a list. This will give your readers an idea of how many items they are going to browse through in your article.

Follow these tips and you’ll be well on your way to producing quality content all the time.

How You Can Use Instagram Stories for Marketing

Posted on by Chris Jenkin

Just recently, Instagram introduced its newest feature called Instagram Stories. For everyone who’s been using their mobile device for the past few years, they can immediately connect this new feature as something similar to popular app, Snapchat. This is because Instagram Stories gives its users an avenue where they could share posts at a higher frequency. Instead of the typical Instagram photos being shared, Stories gives users the ability to share little moments that are not necessarily captured on a single photo. After all, there is only very little a photo can tell.

With Stories, Instagram hopes this would answer the common issue of overposting. Since these can be found on another space on the app, users can post as much as they want without worrying about taking over their friends’ feeds. As a marketer, however, how do you take advantage of Instagram’s newest feature? Find out below.

How Instagram Stories Benefits Marketers

Mostly speaking, Instagram Stories is greatly beneficial for marketers who have an active audience base on the app. If you already use Instagram to promote your products and services extensively, you’ll get the hang of using Stories. This is because this new feature allows you to create a light-hearted feed without necessarily starting all over again. You still get to relay your message to your followers but avoid oversaturating them with too many photos you shared.

Another advantage you have over using Stories is that you have more chance of being discovered by other users, particularly the ones you have not yet touched base with. Compared to Snapchat, you won’t have to continually promote your content regularly across other channels in order to be seen by people. With Stories, you have the help of hashtags, geotags, and even the Discover section on Instagram. These tools are specifically there to help increase your chances of being discovered by other users.

Will This New Feature Stick?

Looking at it from an overall perspective, Stories is an entirely different approach compared to Instagram’s photo sharing style. And considering there’s now a demand for transitory content (somewhat similar to Snapchat), Instagram Stories seems to be taking a shot on this new approach. Not to mention, there’s not much thought that needs to be put into Stories compared to a photo.

With this in mind, there’s no saying that ephemeral content would be going away anytime soon; especially since it’s an approach that has become such a success over the recent years. This gives each marketer a chance to take advantage of Instagram Stories as a new way to promote content.

What Type of Content Should You Publish?

As a marketer, you have to remember that the things you publish on your feed have a purpose—to sell your products and services. This is why you should remember to correlate this goal with the content you are sharing with your followers. Here are a few ideas on what type of content would be great to share on Instagram Stories:

  • Behind the scenes. Give your followers a look at what goes on in your office and how everyone works together to create a product. This lets your followers develop a deeper understanding of your brand.
  • Do a take over. You can partner with another establishment to document how you go about with their business and how they do with yours. This makes your audience interested in what goes on behind your business.
  • Poll on the next post. Include your audience in your decision-making process to make them feel more involved in your business.
  • Host a Q&A. Your followers love to hear what you have to say about a particular situation or topic. Indulge them.
  • Limited sales. If you are having a discount, you can highlight a particular product and let your followers know why they should purchase it.

There are plenty of other things you can post on Instagram Stories. You can try out new things and see whether or not they work for you. The important thing is that you determine your own brand and what works for your own business.

 

What Your Audience Wants to See on Your Social Media Pages

Posted on by Chris Jenkin

As they all say, content is king! But how do you continue to provide the best content when the demands for content marketing continually change over time? How do you make sure that your content marketing efforts don’t go to waste? One good thing to remember is to pay close attention to your audience. Do you still know who your audience is? Are you giving them content that’s useful to them?

HubSpot Research recently made a remark on how 2016 initiated a new phase of technology, one wherein consumer preferences and new innovations are important factors to consider for every marketer. If you are trying to improve your content marketing practices, the key to doing so is to identify if you are providing your readers the right content. So how do you determine this?

Here are some of the latest trends as told by industry experts:

 Videos

Video has largely become a vital part of content marketing. As projected by experts, 80% of web traffic will come from video by the year 2019. This will represent an impressive increase in video content and especially the amount of time people spend watching YouTube and Facebook videos.

How to make use of video content for your advantage?

  • Keep videos within two minutes in length to ensure viewers watch the entire clip.
  • Add captions and animations to your video so it’s easy for viewers to understand the message, even without listening to anything.
  • Cover breaking news, since this is something more users are interested in seeing.

 Social Media

Social media is never going to die, at least anytime soon. As a matter of fact, its audience is only growing bigger every day. To date, there are 1.7 billion daily active users on Facebook, 500 million on Instagram, 313 million on Twitter, and 150 million on Snapchat. These individuals are consuming more content compared in the past. Because of this, content creators have started to make use of these channels to connect with their target audience.

How do you maximize social media for your brand?

  • Use relevant hashtags sparingly. It’s not good to use multiple hashtags that aim to increase Twitter engagement. You can use a branded campaign hashtag for your audience to easily find content.
  • Use social media for your videos to gain more engagement through likes, shares, retweets or replies.

 News Articles

Nowadays, more and more people are using the internet to stay updated with the latest news. Based on the findings of experts, readers want to keep up with news articles; however, they don’t really read these articles thoroughly. Many readers tend to skim-read the articles or even get the gist of the content through the headline of the article.

How to boost engagement through news articles?

  • Provide an accompanying video to a long article so that those who don’t have time to thoroughly read the text can use the video.
  • Maintain your reader’s attention by using bullets, images, and by breaking up larger text paragraphs. 

Research Content

Readers are also looking for original research they can easily consume and understand. An evidence of this is proven by how successful infographics have become over the years. Your readers no longer want to spend long periods of time trying to decipher the information you provide them. Instead, they are more likely to appreciate it if you spent some of your resources providing a visual element that could prove to be useful for the content they are searching.

How does one make the most out of research data?

  • Make sure to provide effective data visualization through an infographic.
  • Remember to use color in providing the information you have collected as this improves your content’s readership and the attention span of your audience.
  • Break up text in easily digestible images. Remember, people tend to skim-read now instead of reading the entire text.
  • Provide actionable content so your readers know how they can apply what they just learned.

Information provided through an infographic can be more easily remembered by an individual compared to their reading text.

Knowing these things can help you with your content marketing strategy. You no longer have to second guess your tactics since you already know what it is your readers are searching for. In this way, you know that your efforts won’t go to waste.