Content Marketing Archives

event surveys<\/a>. Leverage surveys to find out what your audience is interested in, how they like to learn and engage with content, and what you can do to keep their attention.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"h-2-don-t-skimp-on-production\">2. Don\u2019t Skimp on Production<\/h4>\n\n\n\nUnfortunately, great content is meaningless without the production quality to back it up. The production quality determines whether you have a captivated<\/em> audience or a captive<\/em> audience.<\/p>\n\n\n\nFor most people, a PowerPoint presentation isn\u2019t the most engaging option, but an interactive, tech-heavy session featuring multimedia content and an engaging speaker is sure to win praise.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\">3. Make Interactivity a Priority<\/h4>\n\n\n\nYour attendees want more than to simply attend your event, soak up a lecture or two, and leave. They want an <a href=https://www.ama.org/"https:////www.cvent.com//en//event-marketing-management//attendee-hub?utm_campaign=EC-Cvent_Has_You_Covered--Dialing-Up-Your-Event-Engagement&utm_medium=content_distribution_partner&utm_source=AMA&utm_term=Interactive-Events-link&utm_content=Sponsored-Article-9-11-23&utm_bus=MMENT&utm_prod=EALL&utm_reg=NA&utm_aud=PRO&utm_ver=ALL&utm_ind=ALL&utm_ptype=DG\%22>interactive <\/em>event<\/a> that allows them to experience and connect with your content, other attendees, exhibitors and sponsors, and your brand in meaningful ways.<\/p>\n\n\n\nHow do you achieve this? Here are just a few ideas to get you started:<\/p>\n\n\n\n<ul>\n<li>Use engagement tools<\/strong> to encourage active participation in your event, including polls, live chat during sessions, Q&A sessions, breakout rooms, and more. All these tools can be conveniently built into your <a href=https://www.ama.org/"https:////www.cvent.com//en//event-marketing-platform?utm_campaign=EC-Cvent_Has_You_Covered--Dialing-Up-Your-Event-Engagement&utm_medium=content_distribution_partner&utm_source=AMA&utm_term=Event-Mktg-Platform-link&utm_content=Sponsored-Article-9-11-23&utm_bus=MMENT&utm_prod=EALL&utm_reg=NA&utm_aud=PRO&utm_ver=ALL&utm_ind=ALL&utm_ptype=DG\%22>event management platform.<\/a><\/li>\n\n\n\n<li>Get your attendees<\/strong> networking<\/strong>! Make sure you allocate plenty of time for attendees to network during small group discussions, networking sessions, breakouts, games, dinners, and more. It\u2019s a great way to break up the more serious aspects of your event while keeping attendees completely engaged.<\/li>\n\n\n\n<li>Keep in touch with attendees through post-event engagement<\/strong> channels. Whatever method you choose \u2013 emails, <a href=https://www.ama.org/"https:////www.cvent.com//en//event-marketing-management//online-survey-software?cro=3796b&utm_campaign=EC-Cvent_Has_You_Covered--Dialing-Up-Your-Event-Engagement&utm_medium=content_distribution_partner&utm_source=AMA&utm_term=Surveys-and-feedback-link&utm_content=Sponsored-Article-9-11-23&utm_bus=MMENT&utm_prod=EALL&utm_reg=NA&utm_aud=PRO&utm_ver=ALL&utm_ind=ALL&utm_ptype=DG\%22>surveys<\/a>, social media content, community forums, etc. \u2013 make sure you\u2019re keeping attendees engaged after your event has wrapped so you can capitalize on all the great momentum achieved during the event.<\/li>\n<\/ul>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"h-keeping-up-with-demands-for-digital-engagement\">Keeping Up with Demands for Digital Engagement<\/h4>\n\n\n\nMore and more, attendees expect a digital-first approach to engagement. From gamification to on-demand content, attendees aren\u2019t being quiet about their demands. Whether you\u2019re hosting an in-person or virtual event, digital engagement must be at the heart of your strategy.<\/p>\n\n\n\nOn the bright side, more digital engagement means more opportunities for extended engagement (if you can get it right). Here are three digital trends fueling this transition:<\/p>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"h-1-video-reigns-supreme\">1. Video Reigns Supreme<\/h4>\n\n\n\nIf you haven\u2019t heard, video as a marketing channel is huge. <\/em>If events (one of the most effective marketing channels out there) can be effectively combined with this immense appetite for video content, we have a winning engagement strategy.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"h-2-online-networking-is-the-new-normal\">2. Online Networking Is the New Normal<\/h4>\n\n\n\nOnline networking and social media platforms have made everyone comfortable with meeting and connecting online.<\/p>\n\n\n\nWhat does this mean for marketers? A stronger community with more opportunities to meet! Get your attendees talking before, during, and after your events using things like your <a href=https://www.ama.org/"https:////www.cvent.com//en//event-marketing-management//mobile-event-apps?utm_campaign=EC-Cvent_Has_You_Covered--Dialing-Up-Your-Event-Engagement&utm_medium=content_distribution_partner&utm_source=AMA&utm_term=Mobile-Event-Apps-link&utm_content=Sponsored-Article-9-11-23&utm_bus=MMENT&utm_prod=EALL&utm_reg=NA&utm_aud=PRO&utm_ver=ALL&utm_ind=ALL&utm_ptype=DG\%22>event\u2019s mobile app<\/a>, <a href=https://www.ama.org/"https:////www.cvent.com//en//event-marketing-management//appointments?utm_campaign=EC-Cvent_Has_You_Covered--Dialing-Up-Your-Event-Engagement&utm_medium=content_distribution_partner&utm_source=AMA&utm_term=Appointments-link&utm_content=Sponsored-Article-9-11-23&utm_bus=MMENT&utm_prod=EALL&utm_reg=NA&utm_aud=PRO&utm_ver=ALL&utm_ind=ALL&utm_ptype=DG\%22>appointment scheduling<\/a>, and <a href=https://www.ama.org/"https:////community.cvent.com//home?utm_campaign=EC-Cvent_Has_You_Covered--Dialing-Up-Your-Event-Engagement&utm_medium=content_distribution_partner&utm_source=AMA&utm_term=Community-link&utm_content=Sponsored-Article-9-11-23&utm_bus=MMENT&utm_prod=EALL&utm_reg=NA&utm_aud=PRO&utm_ver=ALL&utm_ind=ALL&utm_ptype=DG\%22>community forums<\/a>.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"h-3-continuous-engagement-with-digital-experiences\">3. Continuous Engagement with Digital Experiences<\/h4>\n\n\n\nEmbracing the trend toward digital means embracing where the physical and digital overlap. More and more, attendees are comfortable with this overlap. From scanning QR codes at the registration desk to connecting their event agenda to their smartwatches, attendees are embracing the power of digital experiences.<\/p>\n\n\n\nBecause of this, attendees not only expect but encourage continuous engagement. Keep in touch with your attendees before, during, after, and between your events to maintain your momentum.<\/p>\n\n\n\nKeep them interested in on-demand content, get them into community forums, get them to <a href=https://www.ama.org/"https:////www.cvent.com//en//event-marketing-management//webinar-platform?utm_campaign=EC-Cvent_Has_You_Covered--Dialing-Up-Your-Event-Engagement&utm_medium=content_distribution_partner&utm_source=AMA&utm_term=Cvent-Webinar&utm_content=Sponsored-Article-9-11-23&utm_bus=MMENT&utm_prod=EALL&utm_reg=NA&utm_aud=PRO&utm_ver=ALL&utm_ind=ALL&utm_ptype=DG\%22>attend a webinar<\/a>, and leverage every digital option in your arsenal to keep them engaged and interacting with your brand until your next event.<\/p>\n\n\n\nWant to learn more about how you can boost your event engagement, including tips to help you measure, report on, and optimize engagement? Check out the complete eBook, <a href=https://www.ama.org/"https:////explore.cvent.com//c//dialing-up-engagement?x=SDumuK&utm_campaign=EC-Cvent_Has_You_Covered--Dialing-Up-Your-Event-Engagement&utm_medium=content_distribution_partner&utm_source=AMA&utm_term=eBook-Link&utm_content=Sponsored-Article-9-11-23&utm_bus=MMENT&utm_prod=EALL&utm_reg=NA&utm_aud=PRO&utm_ver=ALL&utm_ind=ALL&utm_ptype=DG\%22>Dialing Up Your Event Engagement<\/em><\/a>!<\/p>\n","post_title":"A Marketer's Guide to Boosting Event Engagement","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"a-marketers-guide-to-boosting-event-engagement","to_ping":"","pinged":"","post_modified":"2024-01-03 16:37:56","post_modified_gmt":"2024-01-03 22:37:56","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.ama.org\/?p=134173","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw"},{"ID":128685,"post_author":"146335","post_date":"2023-07-19 12:00:00","post_date_gmt":"2023-07-19 12:00:00","post_content":"\nRegardless of the size of your organization, your specific industry, or your overall goals, keeping your audience engaged is crucial to long-term success. That is why your organization must continually strive to be a regular, relevant presence in the lives of your readers. <\/p>\n\n\n\nWhile many digital marketing tools can help increase your ROI and boost engagement, email marketing remains the most useful tool. Your readers might engage with your organization in many different ways, but the common thread that ties them together is their use of email. That is why email continues to be the most reliable and efficient way for organizations to stay in touch with their target audiences. <\/p>\n\n\n\nThe rasa.io platform helps organizations stay engaged with their readers by automatically sharing and curating their content to build and strengthen important long-term relationships and increase ROI. <\/p>\n\n\n\nHere are the top six benefits of using rasa.io: <\/p>\n\n\n\n#1. With rasa.io, your organization can save hours each week<\/strong><\/p>\n\n\n\nCreating and managing a standard email campaign can take around <a href=https://www.ama.org/"https:////www.marketingprofs.com//charts//2019//42073//how-long-does-it-take-to-produce-a-marketing-email#:~:text=The%202019%20State%20of%20Email,takes%20more%20than%20two%20weeks.\" target=\"_blank\" rel=\"noreferrer noopener\">18 hours<\/strong><\/a>. That includes strategy, planning, design, content creation, curation of external content, optimization, transmission, reporting, and analysis. That\u2019s an enormous amount of time, even for the most successful email campaigns. <\/p>\n\n\n\nWith rasa.io, organizations can cut down on newsletter production time by more than five hours every week with the platform\u2019s one-time setup and easy ongoing review. <\/p>\n\n\n\n#2. Your organization can earn more ad revenue from your newsletters<\/strong><\/p>\n\n\n\nHave you ever thought about monetizing your newsletters? <\/p>\n\n\n\nObviously, your main objective for publishing email newsletters is reader engagement, but monetizing your newsletters can be a great way to increase revenue. The best way to do this is by selling ad space. Advertisers will be interested in running ads in your newsletter if you have a good-sized subscriber base. Still, you\u2019ll want to find the right balance of advertising and content because no one wants a barrage of promotional emails flooding their inbox. <\/p>\n\n\n\nWith rasa.io, you will have more opportunities for promotion and monetization in your newsletter with full control over ad space. Industry partners love the ability to place their ads in a newsletter that contains personalized articles for each subscriber! <\/p>\n\n\n\n<a href=https://www.ama.org/"https:////rasa.io//demo///" target=\"_blank\" rel=\"noreferrer noopener\">Interested in learning how you can do the same? Book a demo today!<\/strong><\/a><\/strong> <\/p>\n\n\n\n#3. Newsletters from rasa.io can help you to boost subscriber retention<\/strong><\/p>\n\n\n\nThe beauty of the rasa.io platform is that every newsletter sent is completely unique, meaning that every recipient on every one of your organization\u2019s lists will get their own unique version of your newsletter. The rasa.io advanced AI algorithm observes email engagement and optimizes your emails to the individual subscriber. <\/p>\n\n\n\nWhether you send out company news to your internal staff or important information to your customers, rasa.io brings personalization to a granular level. Your newsletter recipients will see only the content that interests them the most. As a result, your organization will build long-lasting relationships by providing regular and relevant value, boosting reader retention in ways you never thought possible. <\/p>\n\n\n\n#4. Targeted Content from rasa.io will position your company as the authority newsletter in your industry<\/strong><\/p>\n\n\n\nThe rasa.io platform uses artificial intelligence to choose a set of articles from a content pool for each individual on your email list based on their past engagement with your newsletters. The first time you use rasa.io to produce your newsletter, those articles will not be based on reader behavior. Over time, however, as users start clicking on articles, they will begin to see a more curated selection of pieces specifically targeted to their interests. <\/p>\n\n\n\nIn time, everyone receives the content that they are most interested in, coupled with your organization\u2019s most important. The whole experience then becomes a win-win for everyone involved. It is the perfect recipe for increasing reader engagement and boosting your ROI. <\/p>\n\n\n\n#5. With rasa.io, you can drive more traffic to your organization\u2019s website<\/strong><\/p>\n\n\n\nWith rasa.io, you can effectively promote all of your organization\u2019s published content in a timely fashion by auto-feeding your blogs, news articles, and journal content into your subscribers\u2019 personalized, AI-driven rasa.io newsletters. <\/p>\n\n\n\nThere is no doubt that content is the main driver of traffic to your website, and with rasa.io, you\u2018ll get that peace of mind that your content is getting in front of the people that matter. With rasa.io, you never have to worry about promoting new content again, as it will be shared automatically with your readers. <\/p>\n\n\n\n<a href=https://www.ama.org/"https:////rasa.io//demo///" target=\"_blank\" rel=\"noreferrer noopener\">Interested in learning more, book a demo today!<\/strong><\/a><\/strong> <\/p>\n\n\n\n#6. AI-powered curation helps you tap into powerful content without giving up control<\/strong><\/p>\n\n\n\nOne of the biggest challenges businesses and organizations often face is getting enough engaging and insightful content to use in their email newsletters and other marketing platforms. <\/p>\n\n\n\nYour organization can utilize so many sources for content, from blogs and news sites to YouTube channels. With rasa.io, you can access a comprehensive, searchable library relevant to your industry and newsletter. Over time, the rasa.io AI-powered curation system will learn your readers\u2019 tastes and curate articles specifically tailored to them. All the while, you will retain editorial control while leveraging powerful personalization technology. <\/p>\n\n\n\nIn Closing<\/strong><\/p>\n\n\n\nThese are just six ways that rasa.io can help your organization take your email newsletter campaign to the next level. Click here to<a href=https://www.ama.org/"https:////rasa.io//demo///" target=\"_blank\" rel=\"noreferrer noopener\"> find out more about what rasa.io can do for you<\/strong><\/a>. <\/p>\n\n\n\nStart seeing better results by sending better emails. <a href=https://www.ama.org/"https:////rasa.io//trial-ty///" target=\"_blank\" rel=\"noreferrer noopener\">Get started today<\/a> <\/p>\n","post_title":"These Six Incredibly Useful Benefits of rasa.io Will Increase Your ROI Almost Instantly\u00a0","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"these-six-incredibly-useful-benefits-of-rasa-io-will-increase-your-roi-almost-instantly","to_ping":"","pinged":"","post_modified":"2024-04-08 19:19:13","post_modified_gmt":"2024-04-09 00:19:13","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.ama.org\/?p=128685","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw"},{"ID":126532,"post_author":"146335","post_date":"2023-06-26 00:00:00","post_date_gmt":"2023-06-26 00:00:00","post_content":"\n<h4 class=\"wp-block-heading\" id=\"h-ask-these-5-questions-to-ensure-you-are-connecting-with-your-target-audience-building-brand-awareness-and-driving-conversion-with-your-webinar-strategy\">Ask these 5 questions to ensure you are connecting with your target audience, building brand awareness, and driving conversion with your webinar strategy.<\/em><\/strong><\/h4>\n\n\n\nIf you have not reevaluated your virtual event strategy since the onset of the pandemic, you may be missing out on the enormous opportunity to connect with your target audience, build brand awareness, and drive better conversion through your marketing funnel. Perceptions of what\u2019s possible with hosting virtual events and webinars have changed over the past few years. At the onset of the pandemic and the closure of in-person events, organizations scrambled to find virtual solutions to reach their audiences safely, while continuing to meet business objectives. Whether it was using an existing virtual events solution purchased by their IT department, attempting to use a virtual meeting solution to reach large audiences, or selecting the most popular brand around, marketers have come to learn that there are many other requirements for creating an effective virtual experience that most pre-pandemic event platforms cannot support.<\/p>\n\n\n\nToday, webinars, virtual events, and hybrid experiences play an even bigger role in how companies build awareness, launch products, generate leads, and engage customers. In a<a href=https://www.ama.org/"https:////www.bluejeans.com//resources//whitepaper//what-should-you-look-virtual-events-platform?utm_source=ama&utm_medium=article&utm_campaign=events&utm_content=whitepaper_062624\%22> recent BlueJeans survey<\/a>, 88% of respondents agreed that the future of events is hybrid, for both attendees and presenters. It\u2019s now up to marketers to identify the best delivery method for each event, whether it's a corporate announcement, sales webinar, training, conference, or customer event.<\/p>\n\n\n\nAs you are looking to level-up your virtual event and webinar strategy, make sure you are asking these 5 questions to ensure you have the right platform in place to achieve the maximum return on your investment. <\/p>\n\n\n\n<h2 class=\"wp-block-heading\">How easy is it to join an event?<\/em><\/strong><\/h2>\n\n\n\nAs a basic rule, participants must be able to join your event fast and without any hassle. Requiring attendees to download a desktop or mobile app is a thing of the past and creates an unnecessary barrier to participate. Send out invitations and gather attendee data prior to the event and select a platform with a browser-based viewing experience to let them join with just one click.<\/p>\n\n\n\nIf you would like your event to reach a broader audience, consider streaming it to social platforms like Facebook or YouTube, or consider embedding the live or recorded event onto your website for a fully branded experience, making it easy for a viewer to join and engage with your content.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><a><\/a>How interactive is the platform for audiences?<\/em><\/strong><\/h2>\n\n\n\nIf attendees are willing to invest time in attending your presentation, make sure they\u2019ll have an engaging session from start to finish. The outdated, one-to-many webinar model no longer commands the attention of a large audience. Consider an any-to-many communication experience that brings all active participants into the conversation.<\/p>\n\n\n\nWebinars and virtual events are especially valuable when participants are focused and engrossed in the content. Create a healthy and engaging dialogue with them and capture their feedback via event chats, Q&As, and polls. Doing this can give you a wealth of data that you can use to identify leads and follow up with top candidates.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"> How easy is it to manage an event?<\/em><\/strong><\/h2>\n\n\n\nWithout a doubt, your ability to manage your event with confidence and provide customized features to each participant segment is critical to an event\u2019s success. With a world-class platform, you have visibility into all audience and presenter requests, and you can control what attendees see and hear \u2014 features that legacy webinar products typically don\u2019t provide.<\/p>\n\n\n\nChoose a platform that offers up to four distinct user experience options: attendee, presenter, moderator, and producer. Customized features, settings, and interfaces enable presenters to deliver content, attendees to consume it, producers to manage on-screen transitions, and moderators to control all communications and event logistics.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><a><\/a>Does it provide data insights into attendees and automation for capturing leads?<\/em><\/strong><\/h2>\n\n\n\n<a><\/a>Replacing your old-school webinar platform with a modern solution can provide you with analytics of your event and attendees \u2014 and, importantly, insights to generate valuable sales leads. Through polls, you can send product-specific questions to evaluate buyer behavior, enabling you to qualify leads in real time.You should also be able to capture leads by gating your event with a registration form. After the event, embed the recording on a gated landing page so you can continue to capture leads and disseminate the event content.<\/p>\n\n\n\n<a><\/a>Post-event analytics, the event recording, transcripts of chats, and other details are critical to maximize post-event follow up. To gain additional insights into the attentiveness of your participants during an event, consider a solution that comes with an attendee engagement monitor. This type of tracking can allow you to measure audience attentiveness based on duration, participation, and focus. The results can be extremely useful in helping you improve your events and follow up with the most engaged leads. Ensure your platform can integrate with your customer outreach applications and CRM for easy lead scoring and pipeline growth.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><a><\/a>Are there \u201cwow\u201d factors?<\/em><\/strong><\/h2>\n\n\n\nDoes your webinar look like a virtual meeting with a powerpoint being shared? If so, it\u2019s time to step up your production quality. Having an event solution that comes with <a href=https://www.ama.org/"https:////www.bluejeans.com//products//events//studio?utm_source=ama&utm_medium=article&utm_campaign=events&utm_content=studio_prodpage_062623\%22>advanced production tools<\/a> puts you at a great advantage. It allows you to create stunning, high-quality video content that engages your audiences, elevates your content, and puts your brand at the center.<\/p>\n\n\n\nIt can be expensive to hire a production team and integrate multiple AV solutions together for TV-quality broadcasts though, putting an already tight virtual event budget at risk of exploding. By using an all-in-one solution that brings together the best of live video, content sharing, and streaming capabilities into a single, easy-to-use service, you can save time, money, and labor resources to create a production-grade event that will wow your audience and elevate your brand.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><a><\/a>Transform Your Events With a Superior Video Streaming Solution<\/em><\/strong><\/h2>\n\n\n\nIn this era of virtual and hybrid events, attendees are expecting more. Ease of participation, engaging content, and high-quality broadcasting are musts if you want to create memorable events.<\/p>\n\n\n\nSo break away from worn-out webinar products and embrace a modern, virtual events solution that includes production tools that will wow your audience. The best of these solutions support flexible user environments, provide engaging participation features, and give moderators total control.<\/p>\n\n\n\n<a href=https://www.ama.org/"https:////www.bluejeans.com//products//events?utm_source=ama&utm_medium=article&utm_campaign=events&utm_content=event_prodpage_062623\%22>BlueJeans Events<\/a> is a webinar and virtual events solution with <a href=https://www.ama.org/"https:////www.bluejeans.com//products//events//studio?utm_source=ama&utm_medium=article&utm_campaign=events&utm_content=studio_prodpage_062623\%22>easy-to-use production tools<\/a> that helps companies engage audiences and elevate their brand while generating customer insights to drive the business forward. <a href=https://www.ama.org/"https:////www.bluejeans.com//trial//free-webinar-signup-ama?utm_source=ama&utm_medium=article&utm_campaign=events&utm_content=sponsarticle_trial_062623\%22>Find out<\/a> how this globally trusted virtual events platform can transform your webinars and virtual events today.<\/p>\n\n\n\n<a class=\"wp-block-ama-download button button-solid button-red\" href=https://www.ama.org/"https:////www.bluejeans.com//events-free-trial-ama?utm_source=ama&utm_medium=email&utm_campaign=events&utm_content=sponsarticle_trial_062623\%22 download>Try for free today<\/a>\n","post_title":"How to Level-up your Virtual Events & Webinars in a Post-Covid Era","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"how-to-level-up-your-virtual-events-webinars-in-a-post-covid-era","to_ping":"","pinged":"","post_modified":"2024-01-03 16:42:32","post_modified_gmt":"2024-01-03 22:42:32","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.ama.org\/?p=126532","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw"},{"ID":123477,"post_author":"146335","post_date":"2023-05-18 14:23:20","post_date_gmt":"2023-05-18 14:23:20","post_content":"\nIf you are not adopting AI technologies, you may be setting yourself as well as your audience behind the curve. AI is set to disrupt many industries in the coming years, including marketing and content discovery. At rasa.io, we use AI-driven content curation tools to help users fill their newsletters with quality, relevant content personalized to subscribers\u2019 unique interests. These hyper-personalized newsletters are helping marketers, publishers, media companies, educational institutions, professional associations, and many other types of organizations increase user engagement and boost their bottom line.\u00a0<\/p>\n\n\n\n Interested in learning about how it works? <a href=https://www.ama.org/"https:////rasa.io//how-it-works/" target=\"_blank\" rel=\"noreferrer noopener\">Click here to learn more.<\/a> <\/p>\n\n\n\nBut what if you could take it even further by understanding the content discovery process that drives new members to your organization? <\/p>\n\n\n\nWhile AI-driven content curation tools deliver the right content to your existing audience based on their behavior, content discovery platforms help you understand how and why audiences engage with your content. <\/p>\n\n\n\nRead on to learn more about how content discovery works, the best content discovery tools on the market today, and how you can use content discovery software to enhance your subscriber experience. <\/p>\n\n\n\nUnderstanding Content Discovery<\/strong> <\/p>\n\n\n\nThe term \u201ccontent discovery\u201d refers to searching for and finding relevant content. It is the process a customer or a lead goes through whenever they discover and then engage with a brand\u2019s content, whether on its website, through its social media channels, or anywhere else. <\/p>\n\n\n\nAs an organization, if you can fully understand your audience\u2019s unique content discovery journey, you\u2019ll better grasp how they engage with the content you deliver. Once you do that, you\u2019ll find new ways of improving your own marketing strategy, thus encouraging increased engagement among users. <\/p>\n\n\n\nAudience Research is the Backbone of Content Discovery<\/strong> <\/p>\n\n\n\nWhen you can successfully tap into an audience\u2019s context, you\u2019ll be better able to determine what content your organization should be creating. The best way to truly understand an audience\u2019s contexts is through thoughtful research, asking the right questions, and testing out new things. <\/p>\n\n\n\nYou\u2019ll want to start with the fundamentals: <\/p>\n\n\n\nWho\u2019s your audience?<\/strong> <\/p>\n\n\n\nYou don\u2019t have to be a one-stop shop for all of your audience\u2019s needs. Instead, you\u2019ll want to aim for specific targets while hopefully attracting others along the way. This allows you to niche down and provide high-value service or insight for those targets. <\/p>\n\n\n\nThere\u2019s a good chance you already understand your target audience, but you can use the following information to fill in the blanks. Of course, if you have nothing at all, you\u2019ll need to do some digging: <\/p>\n\n\n\n<ul>\n<li>What\u2019s your audience\u2019s average age? <\/li>\n<\/ul>\n\n\n\n<ul>\n<li>Is your audience in a specific location? <\/li>\n\n\n\n<li>What devices do they use to access your content? <\/li>\n\n\n\n<li>Where are they finding the content they want? <\/li>\n\n\n\n<li>What social media channels are they using to discover content? <\/li>\n\n\n\n<li>What do they want from your organization? <\/li>\n<\/ul>\n\n\n\nGeneral information creates your content discovery map, while your audience\u2019s needs and motivations will help to fuel your overall content strategy. You can figure out those needs and motivations through user stories, which tell you exactly what your audiences crave and why. <\/p>\n\n\n\nWhat is holding back your audience?<\/strong> <\/p>\n\n\n\nUnderstanding what an audience wants represents the initial step in creating content that drives traffic. However, it\u2019s about more than audience motivation. The content discovery process involves determining what might be holding back your audience. <\/p>\n\n\n\nOften, your audience knows what they need to do. But, there may be something holding your audience back such as the time it takes to learn a new tool, the costs associated with new technology, or the fear of failing with a new venture. Identifying those barriers your audience has erected allows you to speak directly to them. <\/p>\n\n\n\nHow is your audience engaging with your existing content?<\/strong> <\/p>\n\n\n\nYou should audit your content to truly understand your audience\u2019s content discovery journey. When you audit the content you have already published, you open a window into how your audience is accessing and engaging with it. <\/p>\n\n\n\nWhen performing your own organization\u2019s content audit, you should also consider an audit of your competitors\u2019 content. Remember, parallel organizations and competitors will have relevant content your target audiences probably already engage with. An audit will help you understand which content your audience consumes. <\/p>\n\n\n\nBest Content Discovery Tools and Platforms<\/strong> <\/p>\n\n\n\nThere are a significant number of content discovery software solutions available to help you on this quest. Some of the most popular include the following: <\/p>\n\n\n\n<ul>\n<li><a href=https://www.ama.org/"https:////www.upcontent.com///" target=\"_blank\" rel=\"noreferrer noopener\">UpContent<\/strong><\/a>: UpContent allows users to discover, collaborate, and distribute great content across the web. UpContent takes the guesswork out of finding the high-quality content your audience wants. Its easy team collaboration features, user-friendly platform, and seamless integrations make it a leader in content discovery software. <\/li>\n\n\n\n<li><a href=https://www.ama.org/"https:////socialanimal.com///" target=\"_blank\" rel=\"noreferrer noopener\">Social Animal<\/strong><\/a>: Social Animal is like the Swiss Army knife of content marketing. It is an AI-powered solution that allows users to browse millions of posts and articles to discover new and trending content categorized based on performance across all platforms. <\/li>\n\n\n\n<li><a href=https://www.ama.org/"https:////www.scoop.it///" target=\"_blank\" rel=\"noreferrer noopener\">Scoop.It<\/strong><\/a>: Using the Scoop.It content discovery engine, you can find and organize industry thought leadership articles, reports, and news that can be curated for your readers as a way of boosting your content strategy. <\/li>\n\n\n\n<li><a href=https://www.ama.org/"https:////rasa.io///" target=\"_blank\" rel=\"noreferrer noopener\">rasa.io<\/strong><\/a>: The rasa.io AI automatically curates a set of articles based on your reader\u2019s engagement with your email newsletter. You\u2019ll have the tools necessary to find the content they are actually clicking on, your subscriber\u2019s topics of interest, and more! <\/li>\n<\/ul>\n\n\n\nCombining Content Discovery with rasa.io\u2019s AI-Driven Curation<\/strong> <\/p>\n\n\n\nWhen you use rasa.io with your content discovery strategy, you\u2019ll get more eyes on your most relevant content, regardless of whether you use one of these excellent content discovery tools or some other content discovery software solution. <\/p>\n\n\n\nWhile content discovery tools are a great way to get new eyes on your content,<a href=https://www.ama.org/"https:////rasa.io//videos//personalization-vs-control-webinar///" target=\"_blank\" rel=\"noreferrer noopener\"> rasa.io\u2019s AI-driven content curation tools<\/strong><\/a> help you put your best content in front of your existing subscriber base. <\/p>\n\n\n\nBy leveraging both your internal content and external content it takes a huge burden off of creating new content while maintaining engagement, building more trust, and increase your authority. Deliver the content they want to see and get more eyes on you. <\/p>\n\n\n\nStart seeing better results by sending better emails. <\/p>\n\n\n\n<a class=\"wp-block-ama-download button button-solid button-red\" href=https://www.ama.org/"https:////rasa.io//pushing-send//content-discovery-and-ai-driven-curation-the-perfect-combination//?nab=1\%22 download>Get Started Today <\/a>\n","post_title":"Content Discovery and AI-Driven Curation: The Perfect Combination\u00a0","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"content-discovery-and-ai-driven-curation-the-perfect-combination","to_ping":"","pinged":"","post_modified":"2024-01-03 16:42:43","post_modified_gmt":"2024-01-03 22:42:43","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.ama.org\/?p=123477","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw"},{"ID":119414,"post_author":"146335","post_date":"2023-03-31 21:29:26","post_date_gmt":"2023-03-31 21:29:26","post_content":"\n<h4 class=\"wp-block-heading\" id=\"h-download-our-guide-to-learn-how-content-governance-can-improve-and-safeguard-your-content-especially-in-the-time-of-generative-ai\">Download our guide to learn how Content Governance can improve and safeguard your content, especially in the time of Generative AI. <\/h4>\n\n\n\nIn this playbook, we\u2019ll explore the discipline of content governance \u2014 a systematic approach to achieving and maintaining your company\u2019s content strategy and measuring its success. With generative AI on the rise, it\u2019s important to have a solid content governance foundation in place to deliver the best customer experience.<\/p>\n\n\n\n<a class=\"wp-block-ama-download button button-solid button-red\" href=https://www.ama.org/"https:////ama.tradepub.com//c//pubRD.mpl?secure=1&sr=pp&_t=pp:&qf=w_defa4120&ch=\%22 download>Download<\/a>\n","post_title":"The Enterprise Content Governance Playbook","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"the-enterprise-content-governance-playbook","to_ping":"","pinged":"","post_modified":"2024-01-03 16:44:06","post_modified_gmt":"2024-01-03 22:44:06","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.ama.org\/?p=119414","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw"},{"ID":119305,"post_author":"146335","post_date":"2023-03-30 14:58:12","post_date_gmt":"2023-03-30 14:58:12","post_content":"\n<h4 class=\"wp-block-heading\" id=\"h-do-you-need-to-up-your-game-for-content-marketing-or-webinars-read-on-to-find-out-the-best-techniques-and-strategies\">Do you need to up your game for content marketing or webinars? Read on to find out the best techniques and strategies. <\/h4>\n\n\n\nTen years ago, \u2018innovative\u2019 content marketing was uploading a video to YouTube. It was novel and cut through the noise. Fast forward to 2023, with an average of 2500 videos uploaded to YouTube every minute, how do you build a modern content strategy that drives pipeline\/ROI? One tactic, webinars, continues to be an essential part of a content strategy. Why? Because of the volume of leads generated and the high attendee conversion ratio. But how do you attract, retain and give value to your audience; piquing their curiosity so they engage and become opportunities? This eBook examines these issues and more, providing the reader with a toolkit to create a content strategy and webinars that drive high ROI. <\/p>\n\n\n\n<a class=\"wp-block-ama-download button button-solid button-red\" href=https://www.ama.org/"https:////ama.tradepub.com//c//pubRD.mpl?secure=1&sr=pp&_t=pp:&qf=w_defa4099&ch=\%22 download>Download<\/a>\n","post_title":"Creating Webinars with High ROI as Part of Your Content Marketing Strategy","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"creating-webinars-with-high-roi-as-part-of-your-content-marketing-strategy","to_ping":"","pinged":"","post_modified":"2024-01-03 16:44:08","post_modified_gmt":"2024-01-03 22:44:08","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.ama.org\/?p=119305","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw"},{"ID":118200,"post_author":"305","post_date":"2023-03-21 05:02:00","post_date_gmt":"2023-03-21 05:02:00","post_content":"\n<iframe src=https://www.ama.org/"https:////podcasters.spotify.com//pod//show//jm-buzz//embed//episodes//How-Language-Affects-Content-Engagement-e24m5fa/" height=\"161px\" width=\"100%\" frameborder=\"0\" scrolling=\"no\"><\/iframe>\n\n\n\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\nEveryone wants to hold an audience\u2019s attention. Brands want consumers to watch their ads, leaders want employees to read their emails, and teachers want students to listen to their lectures.<\/p>\n\n\n\nSimilarly, media companies want readers to consume more content. The reason is simple: The further down a news story readers read, the more advertising revenue that article generates; the longer audiences spend watching videos, the higher the rate brands can command. And the more a piece of content holds attention, the more consumers learn about the product, service, or issue discussed.<\/p>\n\n\n\nWhy do some articles captivate readers and encourage them to keep reading, while others make them lose interest after just a few sentences? And how does the content (i.e., the language used) shape whether audiences stay engaged?<\/p>\n\n\n\nIn a <a href=https://www.ama.org/"https:////doi.org//10.1177//00222429231152880/" target=\"_blank\" rel=\"noreferrer noopener\">new Journal of Marketing<\/em> study<\/a>, we address these questions with a multi-method investigation. By utilizing natural language processing of over 600,000 reading sessions from 35,000 pieces of content, combined with controlled experiments, we illustrate how language holds attention.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Sustained Attention vs. Clickbait<\/strong><\/h2>\n\n\n\nIt is important to distinguish sustained attention from other types of engagement. One way of measuring engagement is clicks, views, or other such metrics that measure how many people were exposed to a piece of content. While prior research has examined how headlines or advertisements attract attention, we wish to explore how the content is able to hold<\/em> a reader\u2019s attention. Focusing on short-term metrics like views and clicks can lead to clickbait or headlines that attract attention, but it does not necessarily lead to content being consumed. <\/p>\n\n\n\nCompanies like YouTube and Facebook use measures like \u201cdwell time,\u201d or how long users spend consuming a piece of content, to better measure engagement, estimate relevance, and improve rankings and recommendations. A catchy headline might lead readers to click on a link, for example, but once they open the article, how much of it do they actually read? Do they stop after the first few sentences? Do they persist for most of the article? Holding attention refers to whether content retains the attracted attention, keeping audiences engaged.<\/p>\n\n\n\nOur study shows that language that is easier to process encourages continued reading, as does language that evokes emotion. But not all emotional language has the same impact. Instead, these effects are driven by the degree to which different discrete emotions evoke arousal and uncertainty. Consistent with this, we also learn that language that is anxious, exciting, and hopeful encourages reading, whereas language that is sad discourages it. A simulation highlights the implications of these findings for content recommendation algorithms trained to sustain attention.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-managerial-implications-and-lessons\">Managerial Implications and Lessons<\/strong><\/h2>\n\n\n\nOur study offers four main lessons for chief marketing officers:<\/p>\n\n\n\n<ul>\n<li>It deepens understanding around what holds attention. While some research has examined what attracts attention or what drives word of mouth, there has been less focus on how language sustains attention or makes people consume more content once they have started. We demonstrate the important role of emotional language and show how different linguistic features shape content consumption. <\/li>\n<\/ul>\n\n\n\n<ul>\n<li>Our findings help improve content design for advertisers, marketers, publishers, and presenters. Since content creators do not just want clicks, we show how simple shifts in language can encourage sustained attention. Further, while it is often assumed that certain topics are just better at keeping people engaged (e.g., celebrity gossip rather than financial literacy), we show how writing in certain ways can increase sustained attention, even for \u201cless engaging\u201d topics.<\/li>\n<\/ul>\n\n\n\n<ul>\n<li>The results highlight that what holds attention is not always the same as what grabs attention or encourages word of mouth. While more certain language can increase likes and shares, we show that emotions that make people feel certain are actually detrimental when it comes to sustaining attention. Although some have argued that content requiring more cognitive processing should increase clicks, we show that content that requires more processing has the opposite effect when it comes to holding attention. Retaining attention is a different type of engagement, and findings from one type of engagement may not necessarily carry over to others. Consequently, when developing content, managers should think carefully about which outcomes they care most about and design the content with that in mind.<\/li>\n<\/ul>\n\n\n\n<ul>\n<li>Because online content consumption has become a critical social issue, our findings have important social implications. <a href=https://www.ama.org/"https:////www.ama.org//journal-of-public-policy-marketing-special-issue-marketing-to-prevent-radicalization-developing-insights-for-policies///" target=\"_blank\" rel=\"noreferrer noopener\">Disinformation and hate speech<\/a> have been linked to negative outcomes for individuals as well as society, and our results highlight language\u2019s critical role in this process. If angry and anxious content holds attention, as our simulation shows, training algorithms to maximize sustained attention may lead this content to be recommended, with potentially negative implications for consumer welfare.<\/li>\n<\/ul>\n\n\n\n\n\nFrom: <\/strong>Jonah Berger, Wendy W. Moe, and David A. Schweidel, \u201c<a href=https://www.ama.org/"https:////doi.org//10.1177//00222429231152880/" target=\"_blank\" rel=\"noreferrer noopener\">What Holds Attention? Linguistic Drivers of Engagement<\/a>,\u201d <a href=https://www.ama.org/"https:////www.ama.org//journal-of-marketing///" target=\"_blank\" rel=\"noreferrer noopener\">Journal of Marketing<\/a><\/em>.<\/p>\n\n\n\nGo to the <a href=https://www.ama.org/"https:////www.ama.org//journal-of-marketing///" target=\"_blank\" rel=\"noreferrer noopener\">Journal of Marketing<\/a><\/em><\/p>\n\n\n\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n\n\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n","post_title":"Engaging Audiences: The Critical Role of Language in Capturing Attention","post_excerpt":"How does the language used in content shape whether audiences stay engaged? A new Journal of Marketing study explores. ","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"the-challenge-of-keeping-an-audience-engaged-how-language-shapes-attention","to_ping":"","pinged":"","post_modified":"2024-07-10 09:33:42","post_modified_gmt":"2024-07-10 14:33:42","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.ama.org\/?p=118200","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw"},{"ID":117673,"post_author":"146335","post_date":"2023-03-17 14:54:20","post_date_gmt":"2023-03-17 14:54:20","post_content":"\n<figure class=\"wp-block-image aligncenter size-full is-resized\"><img src=https://www.ama.org/"https:////www.ama.org//wp-content//uploads//2023//03//Final-logo-1.png/" alt=\"\" class=\"wp-image-118494\" width=\"350\" height=\"95\"\/><\/figure>\n\n\n\n<h4 id=\"h-the-6-pillars-of-content-operations-excellence\">The 6 pillars of content operations excellence.<\/strong><\/h4>\n\n\n\nIn a world where the customer journey is more complex than ever, it is important for marketers to remember that all touchpoints are created equal and need to both delight and engage consumers \u2014 regardless of the channel.<\/p>\n\n\n\nGiven an ever-growing and evolving number of channels and touchpoints, delivering a seamless experience has never been more challenging. One consequence of this situation is an increasing gap between the content available and the need to deliver a memorable experience.<\/p>\n\n\n\n<a class=\"wp-block-ama-download button button-solid button-red\" href=https://www.ama.org/"https:////ama.tradepub.com//c//pubRD.mpl?secure=1&sr=pp&_t=pp:&qf=w_sitc28&ch=\%22 download>Download<\/a>\n","post_title":"Closing the Customer Experience Gap","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"closing-the-customer-experience-gap","to_ping":"","pinged":"","post_modified":"2024-01-03 16:44:12","post_modified_gmt":"2024-01-03 22:44:12","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.ama.org\/?p=117673","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw"},{"ID":113152,"post_author":"146335","post_date":"2023-01-11 00:00:00","post_date_gmt":"2023-01-11 00:00:00","post_content":"\n<h4 id=\"h-discover-how-social-audience-data-is-changing-how-marketers-attribute-value-and-measure-perception\">Discover how social audience data is changing how marketers attribute value and measure perception. <\/h4>\n\n\n\nSocial audience data is enabling marketers for the first time to identify verified individuals exposed to or engaged with influencer and earned media content across social platforms.<\/p>\n\n\n\nIn this white paper, discover how our ability to leverage this data allows us to:<\/p>\n\n\n\n<ul>\n<li>Calculate sales impact pre and post campaign<\/li>\n\n\n\n<li>Run highly targeted attribution surveys<\/li>\n\n\n\n<li>Deploy next generation brand lift studies<\/li>\n<\/ul>\n\n\n\nSocial audience data is the future for precise measurement and impact analysis of influencer and earned media campaigns. Download now to find out why.<\/p>\n\n\n\n<a class=\"wp-block-ama-download button button-solid button-red\" href=https://www.ama.org/"https:////www.statsocial.com//next-generation-influencer-roi-brand-lift-studies/" download>Download<\/a>\n","post_title":"Next Generation Influencer ROI & Brand Lift Studies","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"next-generation-influencer-roi-brand-lift-studies","to_ping":"","pinged":"","post_modified":"2024-01-03 16:48:21","post_modified_gmt":"2024-01-03 22:48:21","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.ama.org\/?p=113152","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw"}]" />

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Content Marketing

Content Marketing

Content marketing is a technique of creating and distributing valuable, relevant and consistent content to attract and acquire a clearly defined audience—with the objective of driving profitable customer action. According to the Association of National Advertisers (ANA), content marketing involves various methods to tell the brand story. More and more marketers are evolving their advertising to content marketing/storytelling to create more stickiness and emotional bonding with the consumer. Below you will find a collection of Marketing News articles and research insights regarding content marketing.

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A Marketer’s Guide to Boosting Event Engagement

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These Six Incredibly Useful Benefits of rasa.io Will Increase Your ROI Almost Instantly

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How to Level-up your Virtual Events & Webinars in a Post-Covid Era

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Content Discovery and AI-Driven Curation: The Perfect Combination

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The Enterprise Content Governance Playbook

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Creating Webinars with High ROI as Part of Your Content Marketing Strategy

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Engaging Audiences: The Critical Role of Language in Capturing Attention

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Closing the Customer Experience Gap

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Next Generation Influencer ROI & Brand Lift Studies

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