24
May

Using Data to Dial-in Your Content Strategy

Posted by: Lydia Wohlford in: Digital/Social -

The rise of social and digital media has given way to a slew of new content, not to mention a seemingly unending number of channels and outlets. To break through the clutter and offer audiences something fresh, brands are generating content at a rapid pace. But without incorporating a strategic, data-driven methodology, brands aren’t gaining the traction they seek.

A data-driven approach can ensure that your content development strategies are highly targeted and effective. As a Finn Partners company, LANE provides clients with a Digital Demand Mapping process. It defines the conversation and competitive landscape, and identifies the clearest point of entry into that conversation, allowing us to target your audiences with the right messages. Here’s how it works:

Start Speaking the Language

First, we help you get a grasp of the language that your audience is speaking and how people are searching for information related to your business. Gaining familiarity with common keywords results in a stronger picture of not only what information is being exchanged, but also what information is missing. As a result, we can devote energy and resources to developing content that is timely and relevant.

Ensure Supply Meets Demand

When drilling down into keyword research, the Digital Demand Mapping process indicates the volume of traffic for specific search terms and phrases, indicating the level of need in the marketplace. Such data helps prioritize our efforts and focus on content with potential to deliver the biggest return on your investment.

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14
Feb

Why PR Pros Love Real-Time Video Content

Posted by: jillw in: Digital/Social -

If a picture is worth a thousand words, then consider just how much a video could be worth. As storytellers, PR pros gravitate toward real-time video content. And it’s not just us.

Consumers love video, particularly live video. Research shows that because of its immediacy, live video comes across as unscripted and authentic. It can tell a story quickly and personally, and it provides a glimpse into the real workings of a brand. Perhaps most importantly, when done well, video breaks through today’s crowded media environment so that brands can connect with their target markets.

While only 14 percent of marketers tried live video in their campaigns in 2016, that number will shoot to 43 percent this year.

Video is a great way to connect with a range of audiences, such as through property tours of a travel destination, the making of a new product for a sneak peek, or a live Q&A with the inspiration behind a brand development.

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01
Dec

Instagram Announces New Features, Moves in on Snapchat and Periscope Market Share

Posted by: Cody Sanger in: Digital/Social -

instagramInstagram, the Facebook-owned social media behemoth, made a power move last Monday when it announced it will soon release live video capabilities to Instagram Stories as well as disappearing photos and videos within its Instagram Direct messaging feature. The company confirmed that these features would be rolled out within the next few weeks.

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