Today's Guide to the Marketing Jungle from Social Media Examiner... | Presented by |  |
It's Kid Inventors' Day, Alluser. We're looking at you Frank Epperson… and your popsicle!
In today's edition:
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🎠 Today's Tip of the Day is for Instagram
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⚠️ Content Marketing in 2025: Are You Ready for the Shift?
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AI skills top LinkedIn jobs report
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TikTok plans shutdown
Are you looking to improve your reach on Instagram? Wondering how to maximize engagement with your image posts?
When you publish a carousel post, the platform's algorithms have multiple opportunities to generate engagement through different frames within the same post. If the initial image doesn't generate good engagement, the algorithm will automatically test other frames from your carousel in users' feeds.
This algorithmic behavior creates multiple opportunities for engagement, which can translate into increased reach for your content.
Two Ways to Leverage Carousels to Get More Reach for Instagram Image Posts
For marketers who regularly publish image content on IG, there are two primary strategies to maximize reach:
The first and most effective approach is to transform what would have been a single image post into a carousel post by including at least two images. This simple change can significantly impact your content's reach potential through the algorithmic benefits described earlier.
The second strategy applies when posting a single image: adding music to the post. This addition makes your content eligible for the Reels tab, potentially increasing its visibility and reach across the platform.
By implementing these strategies and taking advantage of IG's latest features, marketers can optimize their image-based content for maximum reach and engagement on the platform.
Today's tip was inspired by Mari Smith, a featured speaker at Social Media Marketing World.
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Content Marketing Strategies for 2025: A Framework for Success
Is your content underperforming? Are you reaching the right people with the right content to grow your leads and sales without constantly creating new content?
How Content Marketing Changed for 2025
Content marketing has evolved far beyond simply publishing blog posts and hoping for the best. As we move into 2025, the landscape has shifted dramatically. The changes in how people search for and consume information create both challenges and opportunities for marketers.
"We're in a very interesting time right now," explains Brian Piper, AI and content marketing strategist and co-author of Epic Content Marketing. "There is less trust from our audiences in different areas, and it's more difficult for your content to be found because there's more content out there. There are more people publishing, more people with blogs and podcasts."
The traditional approach of relying solely on search engine optimization is declining in effectiveness. Younger generations, particularly Gen Z and Gen Alpha, are changing how they search for information. Instead of defaulting to Google, they search on social platforms, use voice search, participate in communities, and leverage AI tools for answers.
This shift in behavior means businesses can no longer simply post content on their websites and expect people to find it. Content needs to be discoverable, including where your audience is actually looking. For instance, many young people now use social media platforms like TikTok and Snapchat to find local businesses and recommendations, rather than traditional search engines.
Additionally, the rise of AI-powered tools like ChatGPT has accelerated the trend toward providing single, comprehensive answers rather than lists of search results. This shift, which began with voice assistants like Alexa, has changed user expectations about how we receive information.
To help marketers navigate this evolving landscape, Piper has developed the IDEAL framework for a successful content marketing strategy.
This systematic approach ensures your content reaches the right audience and drives measurable results, and it all starts with these first two elements.
Identify Your Goals and Audience
The foundation of effective content marketing begins with clearly defining two critical elements: your business objectives and your target audience. "If you don't know where you're going if you don't have a destination in mind, you'll never be able to measure whether or not you're getting there," Piper emphasizes.
Start by establishing specific business objectives. These might include increasing email signups, generating leads, or driving sales. Then, identify a very specific audience who can take actions that will help you reach these goals.
When developing your audience persona, consider the following:
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Their demographic information
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Content consumption habits
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Decision-making criteria for your products or services
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Where they spend time online
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How they search for information
It's important to note that content marketing can indeed lead to sales, but often through an indirect route. Rather than expecting immediate purchases, focus on creating value that builds trust and relationships over time. Your content should guide prospects through the marketing funnel, from awareness to consideration to decision.
Discover Content Opportunities
The next step involves auditing your existing content and identifying new opportunities. This process requires analyzing your current content's performance across all channels using tools like Google Analytics, social media insights, and Google Search Console.
When evaluating content performance, consider metrics that align with your business goals. If you're focused on brand awareness, impressions and page views might be most relevant. For revenue growth, conversion tracking becomes critical.
However, Piper cautions against focusing solely on raw numbers. "Make sure it's strategic. It has to be relevant to your audience. Ideally, it has to be directly related to your goal." Viral content that attracts the wrong audience provides little value for your business.
Today's advice is provided with insights from Brian Piper, a featured guest on the Social Media Marketing Podcast and presenter at Social Media Marketing World.
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LinkedIn's 25 Fastest-Growing Jobs: The platform's annual Jobs on the Rise report shows the fastest-growing jobs over the past three years and ranks Artificial Intelligence Engineers and Consultants in the top two spots. Source: LinkedIn
TikTok Readies for Shutdown: The platform plans to shut down its app for users in the United States beginning Sunday, coinciding with a potential federal ban, unless the Supreme Court intervenes to block the legislation. While the law would only restrict new downloads of the app from Apple and Google app stores while allowing existing users to continue using the platform temporarily, The planned shutdown would affect all U.S. users immediately. When users attempt to open the app after the shutdown, they will encounter a pop-up message directing them to a website containing information about the ban. TikTok will allow users to download their personal data and information before the shutdown takes effect. Source: Reuters
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