Social, Mobile, Content Marketing Predictions for 2015 Part 2

Originally posted on The @Steveology Blog:

Photo By Joe Penniston via Flickr CC

In Part 1 I shared what I saw coming in 2015 for digital marketers. For this post I look  at few key trends that I think are worth knowing about.

Click To Tweet >>>Social, Mobile, Content Marketing Predictions for 2015 Part 2

Taking The Notion Of “Brands Are Publishers” And Pushing The Boundaries

How that plays out: We’ll focus on enormous empathy and customer experience (and not just more blog posts). (That doesn’t mean blog posts aren’t important, for the right company and the right customer. But it means we consider if that’s the best approach, rather than making a post the default.)

We’ll focus on more relevance and new inspirations (rather than just the tried and true).

And we’ll focus on being generously useful.

 — Ann Handley (Read More 21 Digital Marketing Trends & Predictions for 2015)

Steve’s Comment: Tom Foremski for predicted this about 10…

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The PowerPointing of Web Articles. Don’t do it.

Top 25 Mistake

Making viewers wade through content is a big mistake.

Are they making us watch PowerPoint on the Web?

It seems the latest trend for publishing web articles that want to show the top 10 or 25 etc. of a topic, issue, or trend, is to show a big picture and a blurb about each one with a giant button for you to click to see the next best in the list.

They always start with the 10th or 25th and make you click and reload the whole page, slowly working your way to the first in the list.

In a top 25 article it could take 15 minutes or more to go through the ugly process to finally see the number 1 in the list. Time waster!

A reader has to be pretty motivated to wade through the webpage loading and reloading. It reminds me of the most boring PowerPoint presentation you can imagine, just because of the waiting.

I know why web publishers do it. They want you to be exposed to all the ads surrounding the content… up to 25 pages of them. Ugh. This is not a site I will revisit because of the waste of my time.

A better option is to list each item as thumbnails all on one page. That gives the viewer the option to go right to #1 and explore all the others if they want.  And if you’re the publisher you can still put ads on each individual page so the viewer will see them when they expand the thumbnail.

Anytime you take away control from your viewer and force them to do something, you risk paying the price in damaging your brand, page view and satisfaction rate, engagement rate, and subscriber numbers.

What to Do

College Football Top 25 (AP)

What NOT to Do

25 Best Places to Retire (Forbes)

 

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R. Michael Brown Interview on Brand Journalism and More…

R.MichaelBrown Interview w=275R. Michael Brown interviewed by Dennis Washington of Cross Digital on Brand Journalism, Native Advertising, how to set up an online newsroom, and more.

 

 

Subjects Covered:

  • Brand Journalism
  • Content Marketing
  • International Marketing
  • Marketing Measurement
  • Public Relations
  • Social Media

Click the Video Below to See the Interview [32 min.]

 

Mike Brown of Brown Ltd. to be Interviewed by Cross Digital

Dennis Washington, President, Cross Digital

Dennis Washington, President, Cross Digital

Mike Brown will be interviewed this week by Dennis Washington, President of Cross Digital, for a podcast in November.

Subject of the interview is brand journalism and its rapid awareness and growth.  Dennis will ask about the obstacles some businesses and brands face when trying to build internal “newsrooms” to reach customers and potential clients.

Mike operates a fast-paced newsroom for a non-profit in the Town of Palm Beach and has created them for the following industries: real estate, technology (computer & mobile devices), healthcare, public policy, retail, and engineering.

Additional topics during the interview will be international brand journalism and native advertising.

Stay tuned to hear when the podcast will go “live.”

About Cross Digital
Dennis Washington is a journalist, meteorologist, photographer and digital content manager with more than 20 years of experience working in media.  See Cross Digital’s latest interviews and media here: Cross Digital Blog