Your Content Marketing Radar: April 7, 2017

Overwhelmed by the amount of content marketing news that came out this week? Let us help you catch up. Check out these 5 items you need to know to be on top of your marketing game.

Check out this week’s #contentmarketing highlights by @chadbuleen Click To Tweet

Study says that customers view your brand as less trustworthy than they did 20 years ago

As mistrust of politicians has grown, so has the challenge that brands face in an ever-increasing political world. Though it may seem that a correlation between politicians and brand sentiment is a strange pairing, according to a report this week released by McCann Truth Central, the two may be more closely tied than expected. Because many of the messages that organizations share is examined with a fine-tooth comb for political leanings, customers are more prone to distrust brands that they feel align with a political perspective that is opposite of their own.

In fact, a full 42 percent of consumers in the United States said that they believe that brands and organizations are “less truthful” than they were 20 years ago. You may be wise to keep this in mind while creating your next campaign. Ask yourself if your messaging plan could be misinterpreted to skew one way or the other politically. If it does (and it is unintentional), you may consider making some adjustments to build trust with your consumer base.

Google testing “tags” in search results

Google confirmed this week that they are now experimenting with tags in search result snippets. At the moment, Google has done little to call attention to the tags. In fact, the tags don’t currently appear to serve any functionality at all. Though Google acknowledged to Search Engine Land that they are testing out the tags, they declined to go into more detail regarding why. For the moment, there is no action marketers need to take to update metadata to show tags in Google search results, but if Google likes what it sees in the tests, perhaps a change is on the horizon.

Mastodon is the next big thing in social media—or is it?

In recent days, Mastodon—a Twitter-like social channel—has generated sufficient buzz in social media circles. But is Mastodon a serious player in the social media game, or will it come and go as so many social channels have done before?

Mastodon is a free, non-commercial social channel that has some similarities to Twitter—as well as some important differences. Like Twitter, Mastodon has a character limit, but that limit is 500 characters, unlike 140 for Twitter. Instead of sending tweets, Mastodon users send toots.

According to Mashable, Mastodon has around 41,000 users, so it is far from being a major channel, but its ability to weed out trolls and extremists may be a selling point for interested brands. It’s good for you to know the social channel exists, but you can back off from creating a Mastodon strategy just yet.

What you need to know about the second news feed Facebook is testing

Given Facebook’s recent history of significant changes—such as including a “marketplace” and a “video” option at the bottom of the app—you may have missed a rocket logo now also vying for the attention of some users.

Tapping on the logo brings users to a feed that includes videos and articles from people and organizations you don’t currently follow, but who share content that Facebook thinks would interest you.

For content marketers, this new feed might open up new possibilities of your content being viewed by those who may have an interest in your product or messages—but don’t yet follow your account.

What a new eye-tracking study can teach you about paid search results

A new eye-tracking study that examines how people view Google search results for hotels shows that searchers are less likely to review results in the traditional “F” shape and are more likely to start at the top left, then move to the right, then gradually down and to the left.

So why does this matter to you? Well, because the paid ads are at the top left of the page. In fact, when asked where they would click first, more than half of those surveyed said they would first click on a paid link.

Of course, this study only examines hotel search results, but it stands to reason that if you have a business or product people are searching for, perhaps this example shows that paying Google for search results might be worth your money.

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Tags: content marketing,

Category: News
Chad Buleen

About Chad

Chad Buleen is an award-winning journalist, the manager of social messaging for a large international nonprofit, a digital media enthusiast and father of four. Follow him on Twitter .

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