FoM18: 5 things you need to know
I don’t like buzzwords. They’re like that really popular guy in high school who everyone voted “Most Likely to Succeed” but twenty years later, dresses like a sandwich to pass out flyers on the street.
Drinking the buzzword Kool-Aid seems like an easy enough way to get your brand noticed, but being clever for the sake of it only works if what you’re saying makes sense to anyone else.
If all your competitors jumped off a cliff…
It’s important from a branding perspective to establish a distinct tone of voice, but if you want to gain that coveted foothold in your target audience’s top of mind, you need to speak their language. Not yours.
Enter keyword research. When done right, it puts a world of difference between brands that are #winning and brands that are #leveraginggrowthopportunities. In the digital marketing space, there needs to be a delicate balance between relevance and distinction.
What tips the scales for brands on social
One size does not fit all when it comes to maximizing engagement in different markets. “KOL” (Key Opinion Leader) is a popular term in China, but when it comes to the rest of the world, the term “influencer” received over eight times more engagement in the last month.
Growth vs. Opportunity
In the last month, 151,537 articles have been published online mentioning the word “growth”, compared to the 41,219 mentioning the word “opportunity”. After taking a closer look however, the word “opportunity” received around 3.6 million engagements over the last month, while “growth” only received 2.6 million.
Innovation < Creativity
Okay, they’re both buzzwords. In terms of article count, “innovation” has been mentioned in over 20 thousand articles over the last 30 days, but “creativity” has only been written about in less than 4,000 pieces. That said, both keywords are nearly neck-in-neck when it comes to engagement, but “creativity” wins out by nearly 35,000 interactions.
This is just a fun little snippet of the kind of work our Analytics and Insights team does at Text100, but make no mistake, we take your keywords very seriously.
Want to find out how to make your keywords stack up? Give us a buzz.