Just when you think you’ve figured out all the marketing stuff, you start to notice small changes to the game. We’re bringing you three cool things this week to get you up to speed: an episodic content guide, hashtag strategy insights at one of the biggest social media players surroundings and the appearance of ‘always on’ content.
Table of Contents
Wistia teaches how to program video (or audio)
In just 132 minutes you can learn how to make a video new or audio series for your business.
Show Business from Wistia Studios is a series of videos that teach the skills you need in our stages: development, pre-production, production and advertising. Each stage consists of five episodes, ranging from two to 12 minutes. For example, episodes in development include everything from develop the idea to receive buy into from executives. Lessons in production go into detail about write a script casting and branding.
Each video includes expert resources from agencies, brands, and Wistia, the video hosting platform for B2B brands.
Each video includes resources such as worksheets, tutorials, and deleted scenes. Wistia also offers recordings for those who prefer a version without sound. If you do and pass their test, you will receive your own Show Business certificate. (The entrance ticket price is the email address yours .)
HOT NEXT: Wistia planned her Display Business course wisely – even busy content marketers can fit a segment or two into their schedule each day. While it’s not easy to create a video or podcast series, Show Business’s formula is easy to understand and easy to follow.
Show Business is also a great example of content marketing. Wistia uses experts both inside and outside its brand to teach the audience, promote the series’ credibility. And that’s the great meta – an episodic video show on how to make multi-episode video (and audio) shows.
Instagram says to think beyond hashtags
Instagram head Adam Mosseri launched a series this summer to help users learn more about how the Instagram algorithm works. He started June with Shedding more light on how Instagram works and published recently Breaking the way Instagram works .
One of the insights he shares is that the Instagram recipe isn’t all about hashtags. Hashtags are important, he says, but so are relevant keywords. Among Adam’s suggestions to get your account and content found through Instagram search:
- Create handle names and profiles related to the content of your posts. If your audience has a nickname or other name for your brand, include that in your profile and/or controller name as well.
- Add key word in your bio. Include locations if your business is geographically specific.
- Put relevant keywords and hashtags in your captions, not comments. If you do the following, the search algorithm will never see them.
HOT NEXT: The more transparent a social media platform is about its process, the more helpful it is for content marketers looking to improve their strategy. their . In this case, we were surprised to learn how traditional SEO (i.e. keywords) performed for Instagram search. While you need to think about keywords your potential Instagram audience might use, they may not be significantly different from your standards. SEO Research .
Always on, not always available, content marketing
Is your content marketing always on?
And no, we don’t mean always available. According to Chelsea Waite, communications director for inPowered, they are not the same. As recently she explained in a paragraph in Forbes:
Think of it this way – your company’s website runs non-stop. Your content is available whenever a consumer wants to interact with it… ‘(A)lways-on’ refers to an additional tactic or component that continuously optimizes your content marketing, like artificial intelligence.
Dave Chaffey of Smart Insights share this definition :
Always-on marketing means a planned approach to scheduling and optimizing ongoing marketing activities to aid in customer acquisition and retention throughout the customer lifecycle.
Always on strategy requires you to adopt a long-term view of your content marketing rather than campaign psychology. Leverage data allows you to learn how your audience behaves and tailor your content marketing activities accordingly. You can better deliver what they need in the right format on the right channel at the right time.
Chelsea says three things are needed for an always-on strategy: 1. Proprietary data- based strategies for growth personalized and Interactive with individual pieces of content. 2. Standardization metrics to measure to assess how effective your strategy is in achieving your goals. 3. AI and massive amounts of customer data to scale and optimize strategy impact.
HOT TAKE: Delivering the content your ideal customers want when and where they want it, is the holy grail of content marketing. Adopt an always-on content marketing strategy – and use AI tools and the data available to make it happen – bringing you closer to achieving that goal. It’s important to realize that an always-on digital content marketing strategy requires a flexible mindset – your team and your brand must be ready to adapt to better meet your needs. audience.
Cover photo by Joseph Kalinowski / Content Marketing Institute