Your Content Marketing Radar: May 17, 2017

This week... Small biz isn't getting ROI with Facebook, but do they try? Know about Google's new Policy Center? And don't miss the newest study on email open rates.

With content marketing best practices and trends seemingly changing daily, there’s no way a busy content marketer can keep up with everything. The good news is that you don’t need to. We do it for you. Read on to learn the marketing news from the past week you ought to have on your radar.

Survey: 3/4 of small businesses are not seeing positive Facebook ROI

If you are not seeing a positive return on investment with your Facebook marketing efforts, you are not alone. In fact, fewer than one in four small business owners said they see positive ROI from Facebook.

Of course, in the survey of more than 4,700 U.S. small businesses, more than half said they only publish to Facebook a few times per month, and roughly 75 percent said they spend less than two hours per week on the social channel.

If you are responsible for social media for a small business, the good news is that 76 percent of your competitors aren’t spending enough time to be successful. This means that by increasing your understanding and making a few adjustments, you can be more likely to be among the 24 percent who are having success.

TweetDeck adds two new features for marketers

Twitter announced two new functionalities for TweetDeck this week that are designed to help enhance your use of the tool.

  1. You now may choose if GIFs autoplay in your TweetDeck stream. It’s a simple update, but valuable for marketers who want to minimize extra noise in their stream or get the full experience of what is being shared.
  2. More importantly, TweetDeck now offers a “See who quoted this tweet” option that allows marketers to see results for their own accounts as well as for other accounts. This can be helpful in getting a better understanding of the full conversation surrounding a specific topic — especially if it is a topic that is particularly relevant to your brand.

If you are using bots on Instagram, it’s time to rethink your strategy

Instagram is continuing to crack down on bot platforms that allow users to automate interactions on the channel. After shutting down Instagress last month, the photo and video-sharing site has just shut down Mass Planner and three other bot platforms.

The bots  — which allow for automated comments from brands or individuals on others’ photos and videos — have come under scrutiny thanks to the inauthentic, spam-like nature of the comments they publish. This move away from bots is somewhat ironic given how heavily Facebook (who owns Instagram) has pushed for adoption of bots on Facebook Messenger.

Nevertheless, if you are using bots on Instagram, it is time to adjust your strategy. Not only will they soon completely no longer be available, but the comments from bots also tend to be more than a little tone deaf and annoying to users anyway — which is the last thing you want for your brand’s digital presence.

Google introduces AdSense Policy Center to give greater insights to publishers 

In the coming weeks Google will roll out Google Policy Center, which is designed to help publishers better understand the issues on their websites that are causing AdSense ads to not be displayed. In one of Google’s blogs, Scott Spencer, company director of sustainable ads, said Policy Center will be a “one-stop shop for everything a publisher needs to know about policy actions that affect their sites and pages.”

In the blog post, Spencer also announced that Google will no longer remove AdSense ads from entire sites if a violation occurs only on an individual page. This means that a publisher could have a violation on one page, but still have AdSense ads appear on other pages on the site. This is a contrast from previous practices, which included Google fully removing AdSense ads from every page of a site due to a single infraction.

New study: Only about 1 in 5 marketing emails is opened

If you feel like your email open rate is lower than your credit card APR, you are in good company. According to a new study released by GetResponse, the average open rate for marketing emails is only 22 percent. The survey of more than 2,500 email marketers also concluded that the industry average click-through rate is about 4 percent.

The industries with the lowest open rates are the digital marketing (13 percent), automotive (18 percent), and travel (21 percent) industries. So if you have an open rate of higher than 22 percent, you are ahead of the curve. But even if you don’t, there are always ways to improve. You can start here.

Tags: 2017 content marketing predictions, 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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