“By creating and publishing remarkable content in the form that educates, informs, inspires and entertains, marketers can begin to build relationships with prospects early on in the buying cycle. This fundamental shift is changing the mantra from ‘Always be Closing’ to ‘Always be Helping.’”
- Jonathan Lister
Content indeed is king! Marketers are always on the lookout for media spaces to generate exposure for brands. These brands have always been using traditional media to propagate their message. The turn of the century and the emergence of the Internet have led to a paradigm shift in the way content is consumed. While earlier it was just one way communication, these days the consumer has found his voice. It has gone from a one way projection to a two sided dialogue!
The emergence of social media has seen brands try and intrude into the consumer’s space more than ever. What marketers are fighting for, essentially, is the attention of people. However, where a lot of marketers go wrong is that they do not fully understand the fact that they are actually intruding. Think of it this way, you’re on an evening out with your friends, drinking. A few swigs later, you’re approached by a marketer trying to shove a product down your throat. Need we say how the situation ends? It’s quite the same when a marketer tries to advertise a product on Facebook. You can have all the 20% text rule on your ad imagery, it’s still intruding into someone’s personal space. A consumer doesn’t log into Facebook to see a promoted advertising message from a brand. That’s where the contests come in! To grab people’s attention, the newest trick is to conduct contests and giveaways on social platforms. Yes, it grabs the attention of people; it even gets them to come and talk with you. What tangible business result are you achieving out of it exactly, though? What brands need to do is try and help people with their content, rather than spread fake goodwill by conducting give aways every second day.
Enter StumbleUpon. Yes, that place you go to, in order to read about everything interesting around the world. Before we can get into facts, just think for yourself. Do you not end up spending more time there often in comparison to other platforms like a Facebook or a Twitter? As for the facts: On an average, people spend close to 30-40 minutes on a session on StumbleUpon, which is almost more than three times the average on Facebook. Now, that stat itself should have driven hordes of Marketers to StumbleUpon. But, it isn’t! Why? That’s probably going to be a mystery for yet some more time. Where StumbleUpon also scores over platforms like Facebook and Twitter is it is more content driven. Are brands having such a hard time trying to churn out quality content? The world is moving towards content marketing, and the sooner brands and marketers realise this, the better they stand.
For people who have concerns about submitting articles or advertising on StumbleUpon because it might increase your bounce rate, it doesn’t work that way. Here’s some final food for thought: The average stumble view lasts 14 seconds longer than the average web page view. Not bad, eh!