Influencer Reach

How Influencer Reach Affects Marketing Performance Online

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Approximately 42 percent of the global population uses social media, equating to a staggering 3.196 billion people. Those figures make running a content marketing strategy online a very tempting prospect. They also mean it’s difficult to get the visibility that quality content deserves. If you’re having difficulty finding your voice on social media, consider partnering with an influencer who already has a voice, and leverage an existing audience to improve your brand reach. There are key considerations to keep in mind as you select a partner, especially influencer reach.

Understanding Influencer Reach

Developing an influencer marketing campaign has huge potential. Statistics show 49 percent of customers rely on influencer recommendations when making purchases. That potential comes at a cost. Marketers should consider a variety of data points when selecting influencers, including the field of industry in which the influencer specializes, the level of engagement the influencer enjoys, the platform the influencer works on, and the influencer’s reach.

Simply put, an influencer’s reach is the number of people who potentially see their content. It’s the size of the influencer’s audience (followers), plus the number of people who see the content through search results or recommendations. A larger reach means there are more opportunities for people to see the content, therefore a better opportunity to spread brand awareness.

How to Measure Influencer Reach

It’s possible to get indication of an influencer’s potential reach before starting a campaign. There are several measurable key performance indicators (KPIs) to help you to establish how successful the campaign is during its run and upon completion.

Audience size

For social media influencers, it’s easy to get a fair idea of how many people may see the content by looking at the number of subscribers they have. Influencers have loyal audiences that they have developed over time. Followers receive automatic notifications every time an influencer posts, so a large proportion of subscribers are likely to see any content posted.


An impression is an instance of content appearing to an audience. If you know how many impressions a post gets, then you know how many people have potentially seen it. An impression isn’t action-based, and doesn’t mean that someone has engaged with your content in any way. It’s possible to use various tracking and analytics programs to monitor the number of impressions for your content. You can compare that figure against the number of times a viewer performs an action associated with that content, such as clicking a link.


Expanding your brand reach increases visibility, which often means you experience increased traffic to your official website or blog. It’s possible to track if visitors have come via your influencer partner by using analytical software. You can also measure through the use of tracking pixels on associated content.

Is Large Reach Always Better?

At first, it may seem that the obvious way to ensure a successful marketing campaign is to partner with influencers of larger audiences. 81 percent of marketers consider engagement a much more important measure of marketing success than reach, and large audiences don’t necessarily equate to improved engagement. Surprisingly the opposite is often true. According to research by the influencer marketing company Markerly, users with less than 1,000 followers generate comments about 0.5 percent of the time, while users with more than 10 million followers generate comments 0.04 percent of the time.

Why Does Engagement Drop?

One of the reasons for this dip in engagement is likely to be successful influencers feeling less approachable. Statistics from Google reveal 70 percent of YouTube subscribers relate more to YouTube creators than they do traditional celebrities. Once creators have 10 million followers, they’re arguably celebrities in their own right. Furthermore, once an audience gets too large, it becomes difficult for influencers to respond to comments and queries. Smaller influencers are much more likely to respond to their audiences, as that’s a vital part of developing a community.

Reach vs. Engagement

Should you look for smaller influencers or larger influencers? The answer is one of balance, and also of carefully understanding your marketing goals. If you’ve decided to measure success based on the number of impressions your content gets, large influencer reach is of primary importance. If you’re focusing on engagement, a small influencer may be a better option. Even a small influencer (often called a micro-influencer) needs a reasonable audience to translate engagement into significantly improved sales. Influencers with around 100,000 followers represent a good balance of reach and interaction.

Other Considerations

Beyond influencer reach and engagement, there are many other factors to improve marketing effectiveness. Of particular importance is credibility in your field. For example, working with an influencer who makes video game play-throughs might get your content a lot of views. However those views are unlikely to convert into sales leads if you’re in the business of selling flowers. You also need to consider the personality of the influencers and the types of audiences they have. An outspoken influencer with a tendency to swear isn’t the perfect pick if you run a family-friendly brand.

Final Thought: Reach Out Today

Influencer marketing has the potential to dramatically improve business, with marketers seeing a return on investment 11 times higher than from traditional forms of digital advertising. But partnering with a well-known influencer isn’t a guarantee of success. First understand what your marketing goals are. Conduct research to find influencers that are the right fit, taking into account factors such as influencer reach and audience demographic. Finding the perfect partner may take time. It’s a good idea to reach out to potential candidates as soon as possible, even if you don’t intend to start a marketing campaign just yet. By following certain influencers and engaging with them regularly, it’s possible to develop a solid relationship that forms the foundation of a business agreement when the time comes.

popular twitter hashtags

Tweet This: Popular Twitter Hashtags for 2018

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Twitter is a fantastic place to promote a brand, but improving visibility in a crowded market means making good use of hashtags. Twitter posts with popular Twitter hashtags enjoy 12 times higher engagement than posts without hashtags, according to research by HubSpot. It is important to do your homework and find the tags that serve your brand. But which are the most popular Twitter hashtags?

Popular Twitter Hashtags

25 Popular Twitter Hashtags for 2018

Some hashtags are popular for a short period of time, due to seasonal trends or fads. Others are always popular due to their wide-reaching subject matter and appeal. The following 25 hashtags were popular throughout the first few months of 2018. Some represent trends, while others have longer-lasting usefulness.

  1. #ff

  2. #followfriday

  3. #followback

  4. #giveaway

  5. #contest

  6. #win

  7. #competition

  8. #crypto

  9. #ico

  10. #bitcoin

  11. #funny

  12. #photography

  13. #pets

  14. #happybirthday

  15. #birthday

  16. #influencer

  17. #influencermarketing

  18. #medicare

  19. #healthinsurance

  20. #merrychristmas

  21. #crowdfunding

  22. #thankful

  23. #movies

  24. #fridayfeeling

  25. #tuesdaymotivation

Why Are Some Hashtags So Popular?

There are many different reasons why hashtags become popular. It’s important to understand those reasons to ensure you’re using the best options for your own content marketing strategy.

Perennial favorites

Some hashtags represent subjects that are always popular. Social media represents an opportunity for people to spread positivity through tags such as #thankful or to share their personality and lust for life through tags such as #selfie or #funny.  Specific hashtags also allows people to take advantage of a platform for sharing their art using tags such as #art or #photography. Someone somewhere is enjoying a birthday every second of the day, so #happybirthday is another common hashtag.

Current trends

New fashions, the latest tech, and breakthroughs in medicine or science often result in trending hashtags. Trending hashtags may soar high for a few weeks or months before losing their appeal. For example, in 2018, cryptocurrencies are a hot topic, so #ico, #bitcoin, and #crypto gained a lot of traction.


Many hashtags trend at particular times of the year. Some relate to holidays, such as #merrychristmas. Others relate to seasonal trends, such as health hashtags gaining traction at the beginning of the year when people make resolutions to get in shape.

Building an audience

Gaining a large following is a goal for social media influencers, businesses, and general users. For anyone just starting out, there are several tags to help build an audience. Common examples are #followfriday (or #ff) and #followback, which make it clear that you will follow any Twitter users who start following you.

Improved engagement

Marketers and influencers are always looking for ways to encourage engagement. Tags that ask people to like and share posts are always popular. Contests are a good way to promote posts, making tags such as #giveaway and #competition winners all year round. Companies are also looking for new revenue streams, making #crowdfunding a growing concern.

Why Are Hashtags Important?

While Facebook remains the dominant force in social media, with over 2.2 billion active users, Twitter is certainly no slouch. The micro-blogging site enjoys over 330 million active users. Those figures clearly highlight the importance of using social media as a tool for improving brand reach. If you produce quality content, you have an opportunity to serve it to a massive market of interested consumers, many of whom are high-income users with expendable cash. Unfortunately, the massive amount of content on Twitter makes it more difficult to be visible.

Hashtags are a useful way to improve visibility by flagging certain content so it turns up in searches. On Twitter, if you type a hashtag into the search bar, you get a list of popular tweets using that hashtag. Furthermore, if you click on a hashtag within a tweet, you get to the same search results. This makes it easier for users to find the kind of content they love. By using the most popular hashtags, you increase the number of impressions per post, increases the chances of developing an audience for your brand.

What Are the Disadvantages of Popular Hashtags?

Unfortunately, using the most popular Twitter hashtags has several drawbacks. Consider these negative aspects carefully before using trending hashtags:

Everybody is using them

Millions of people are using the most popular hashtags on a regular basis. If you’re using the same hashtags, you have the benefit of increased impressions, as your content appears in more search results. But there’s also a risk you won’t gain visibility, as your content might get lost in an overcrowded list.

You aren’t finding your niche

If you’re using generic, popular terms, you aren’t making the best use of hashtags, which is finding the specific market that your content appeals to. For example, if you specialize in wedding photography for pets, you really want to focus on building an audience through the use of a hashtag such as #weddingphotographyforpets, rather than the generic #photography. While the latter option exposes your work to more people, most of them won’t have an interest in your particular style.

It’s harder to stay relevant

The most popular hashtags may not be relevant to your business at all. You don’t want to use spam tactics that make your work appear where it isn’t relevant. In other words, if you’re using #competition to gain visibility, you need to make sure you’re running a competition.

You may build the wrong audience

Hashtags that encourage follow backs help you build an audience quickly. The problem is the audience you build isn’t really interested in what you’re selling. Make the aim of your content marketing to build engagement with an audience that truly cares about your brand.

You aren’t finding your own voice

The most popular Twitter hashtags may extend your reach, but they aren’t promoting your brand. The ultimate goal is to promote hashtags that relate specifically to your brand, such as Nike’s #justdoit. That way, when people search for those hashtags, they’re only going to find content relating to you.

Popular Doesn’t Always Mean Better

Using popular Twitter hashtags has the potential to increase impressions, and to help your work turn up in feeds that extend beyond the traditional reach of your brand.  Significant disadvantages are to be consider. These disadvantages mean it’s important to develop a complete content marketing strategy that combines the use of popular, wide-reaching tags with tags that target your core demographic and promote your own brand voice.

Instagram Influencer Marketing Platform

How To Use An Instagram Influencer Marketing Platform

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Every day, around 500 million people open up Instagram on their phones. That makes it one of the most popular social media platforms around the world. People don’t just use Instagram, they actively engage with it. Research from Forrester found that people are considerably more likely to like or comment on Instagram posts than they are on Facebook or Twitter posts. And then there’s the influencers. It’s uncertain exactly how many influencers are on Instagram. But it’s easy to see that the social media platform is full of people who have sizable followings and decent engagement rates. How can your brand find influencers on Instagram? One option is to use an Instagram influencer marketing platform. An influencer marketing platform does a few a things.

First, it lets you search for Instagram influencers. You can search in a few ways, such as by demographics, rating, or reach. Once you find a potential influencer, you can read their profile and see examples of their most recent posts.

An Instagram influencer marketing platform also allows your brand to manage various components of creating an influencer marketing campaign. Not only can you find influencers, many platforms also let you connect with them directly. They provide tools to help with the negotiation process, as well as the process of creating and approving influencer content.

Once the campaign is up and running, a platform can allow you to track its performance on Instagram. That way you know your metrics on shares, likes, comments, as well as overall reach.

Why Use an Instagram Influencer Marketing Platform?

Perhaps the biggest benefit of using an Instagram influencer marketing platform is that doing so takes the hassle out of finding influencers on Instagram. The rise in influencer marketing means that more people than ever before are calling themselves influencers, even if they’re not really true influencers.

An article in the “Atlantic” highlighted the issue that some brands (notably hotels) are getting messages from unproven influencers asking for freebies in exchange for posts.

While using an influencer marketing platform might not prevent you from getting cold calls, it will make it easier for you to find influencers that are a good match for your brand, based on their subject matter, reach, and track record.

Working with an Instagram influencer marketing platform also simplifies the process of influencer marketing for your brand. Instead of having to scramble to keep track of who’s contacted whom, or figuring out a way to track and analyze campaign posts on your own, you can use the features built into the platform to do so.

Some platforms also give you the option of connecting with real people through managed services. For example, if your brand needs help developing a cohesive influencer marketing strategy, a platform can be a valuable resource.

Are Some Brands Better Suited for Instagram Than Others?

Instagram has more than eight million business profiles. The platform claims that at least 80 percent of accounts follow at least one business on the site.

It’s a visual platform, allowing people to post still images or short videos. The Stories feature lets people post images or videos that expire after just 24 hours. Stories are often a lot more casual and less polished than standard Instagram posts.

With its focus on the visual and laid-back nature of its Stories, is Instagram better for some types of brands over others? While it’s definitely a popular platform for food brands, fashion companies, and companies in the travel and tourism industry, there’s really no one brand or business types that’s not a good fit for Instagram.

If you’re wondering if Instagram or working with an Instagram influencer is right for your brand, here are a few things to ask:

  • Do people who use your products or services use Instagram?
  • Are there influential people in your business’ niche on Instagram? If so, how does their Instagram reach/engagement/follower count compare to their reach/engagement/follower count on other platforms?
  • Do you produce a product or service that can be captured visually?

How To Choose an Instagram Influencer Marketing Platform

If you’re going to work with an Instagram influencer marketing platform, there are a few things to pay attention to. Here’s what to look for when choosing the right platform for your brand.


If your primary reason for using an Instagram influencer marketing platform is to find and connect with influencers, you better make sure the platform has a good selection of influencers to choose from.

Some platforms limit the type of influencers they work with, while others have a more open-door policy and will include influencers with a range of followers or engagement rates, and who focus on a variety of different subjects or niches.

It can be tempting to choose a platform based on the number of influencers it has, but with the rise of fake accounts and wannabes without a proven track record, it’s often better to look for a platform that focuses on the quality of influencers rather than sheer numbers.

Collaboration tools

Once you’ve found your influencers, how should you go about creating the content and posts for the campaign? Look for a platform that has tools to help you throughout the content creation and approval process. Some platforms even include features that help you confirm that all the content your influencers create complies with legal requirements.

Transaction and payment tools

How much should you pay Instagram influencers, and when should you pay them? A platform that has bidding features that allow you to negotiate with influencers can be particularly helpful. So can a platform that manages payments for you, taking the hassle out of making sure everyone gets paid the right amount at the right time.

Analytics tools

How are your influencer’s posts performing? Does having an influencer post at a certain time of day boost engagement? Analytics tools give you an idea of whether a particular influencer partnership is proving to be fruitful or not.

Platform history

How long has the platform been around, and what are the backgrounds of the people who put it together? New Instagram influencer marketing platforms seem to pop up daily. You want to work with one that has years of experience in the field.

Other customers

It’s also worthwhile to pay attention to who other customers of the platform are, and to what their experience has been using it. Look for testimonials, campaign examples, or a list of customers. That way you get an idea of the type of work the platform creates.

Finding influencers is just the first step. An Instagram influencer marketing platform can give you the tools and assistance you need to help streamline your influencer campaigns.

Measure Content Marketing

Measure Content Marketing and it’s Metrics

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Marketers measure content marketing to show how it’s paying off for their brand. Certainly content marketing works. But the executives want concrete proof the money they’re spending on content produces a tangible return.

How you measure content marketing depends in part upon what your company hopes to get from it. Here’s what you need to know about content marketing metrics and measurements.

How Marketers and Agencies Measure Content Marketing

According to the Content Marketing Institute, there are four metrics that content marketers use to measure their content marketing. Those metrics are:

  • Sales metrics
  • Lead generation metrics
  • Consumption metrics
  • Sharing metrics

The metrics that a marketer or agency is likely to use depends on their specific goals. Furthermore, a brand is hoping to use content marketing to increase awareness or boost website traffic. Consumption metrics might be the most important option for the brand to use.

A brand wants a sense of how its content marketing is resonating with an audience (or if it’s resonating at all). It should look at sharing metrics to get a sense of what people are doing with the content, or how they are interacting with it.

Sales metrics can give brands an idea of whether their content marketing is actually doing anything to increase or alter sales. Likewise, lead generation metrics can give an idea of how many leads a piece of content or a campaign brings in.

Key Performance Indicators to Measure Content Marketing

If metrics are the “what” of content marketing measurement, key performance indicators (KPIs) are the “how.” You know that you want to track lead generation, sales, shares, or consumptions — here are the KPIs that allow you to visualize those metrics.

Consumption KPIs

Unique visitors

The number of unique visits a piece of content receives. In contrast, this does not compare the same person reading a blog post over and over again.

Time spent

Unique visitors just tells part of the story. Time spent on the page lets you know how long people are spending with your content.

Download rate

You might not need this KPI if your content isn’t something people download. Thus promoting an ebook, white paper, or infographic, download rate can give you an idea of how many people are taking the steps needed to download the content.


A location KPI can let you see where your content is being consumed the most, and where your audience is coming from.

Cost per click

For every visitor or “click,” how much is your brand spending on content marketing?

Share KPIs

Number of shares

The number of people who have shared your content with their friends/followers on social media.


People can comment without sharing. Therefore knowing how many people are commenting on a social post can give you an idea of how well it’s resonating with them.

Like rate

Similar to comments, tracking the number of likes a post gets can help give you an idea of how resonant your content is. Likewise, you can use comments and like rates as both consumption KPIs and share KPIs.


If you send out an email newsletter, tracking the number of forwards each message gets can help you see how many people are sharing it with their friends.


Track the number of links a piece of content gets from other websites/blogs.

Lead Generation KPIs

Email subscriber rate

You can track how many people sign up for your brand’s email newsletter after reading particular pieces of content.

Blog subscriber rate

Track how many subscribers you get from various content pieces.

Download rate

If your content is gated (i.e., people need to provide an email or other information to access it), tracking the download rate can help you see how many people are willing to subscribe to your newsletter/blog to get access to your content.

Cost per lead

Track how much you are spending on content marketing for every new lead you get.

Sales KPIs

Conversion rate

How many people end up buying something from your brand after looking at your content? How many pieces of content do people typically consume before they make a purchase?

Cost per conversion

What is your brand spending for every sale it ends up making?

Customer retention rate

Of the customers you gain through content marketing, how many end up coming back for more?

Tools to Use to Measure Content Marketing

You don’t have to measure or track your content marketing by hand. Several tools are available (many of them free) to help you keep track of how your content marketing is performing. Additionally, they show whether it’s on track to help you reach your goals.

Google Analytics

Google Analytics lets you see how many people are visiting your site and your content. It also shows who those people are, where they are coming from, and how much time they spend engaging with your content.

Social media analytics

Twitter and Facebook both have built-in analytics tools that let you see how many people are following your account, how many shares your posts gets, who’s liking your posts, and so on.


Buffer lets you schedule social media posts, and gives you the ability to track their performance in terms of likes, shares, and comments. Also, Buffer allows you see which social media platform is the most effective for your business.

Ecommerce analytics

The ecommerce platform your brand uses can help you see how many sales you make in a given period, and what the source of those sales is.

Content marketing software

Invest in content marketing software that puts all the metrics and analytics you need to measure content marketing in one place.

How to Tell If Your Content Marketing Is Successful

The success of your content marketing depends in large part on the goal you set for it at the start of your campaign. Also, it is how that goal compares to the KPIs you’re looking at.

When you began your campaign, your goal was to increase sales by 10 percent per month over the course of 6 months. Your brand began the campaign with an average of 100 sales each month. As a result, your average monthly sales have increased to 111 after the send of 6 months. You met your intended goal!

If your content marketing hasn’t succeeded, you can use your metrics to get a sense of where it’s going wrong. Perhaps no one is looking at it, so you’re not getting the chance to convert people. Similarly people are bouncing quickly after arriving on the page. That means your content isn’t engaging people or grabbing their attention.

Knowing where your content marketing is stumbling means you have the ability to correct it. If people just aren’t looking at your content, you can change your approach to promoting it. There is always opportunity to pep it up.

There shouldn’t be much guesswork involved in content marketing. You have the tools at your fingertips to measure its performance. These tools will help make sure it’s on track to help your brand achieve your goals.

Top Travel Hashtags

10 Travel Hashtags for Instagram Success

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Many tourist businesses and travel influencers are finding success online through the use of social media content marketing campaigns. Clever use of travel hashtags is helping them to stay visible and relevant in an increasingly crowded market. The idea of indexing content with hashtags dates back to 2007. That’s when social technology expert Chris Messina conceived of the idea to group tweets on the micro-blogging site Twitter. Hashtags are an especially powerful tool on Instagram, where it’s possible to use up to 30 hashtags on each post. Consider using some of these travel hashtags with your high-quality content to discover success online.

10 Top Travel Hashtags For Engagement

#wanderlust top travel hashtags


The best travel hashtags find a balance between the incredibly popular and those just popular enough. That way your content gets good impressions before it’s buried under an avalanche of new content. The #wanderlust tag is incredibly popular, with over 73 million uses on Instagram. That means tagged content is going to appear in a lot of feeds, equating to a spike in impressions. But each appearance is likely to be incredibly brief. That means there are fewer opportunities for engagement with an interested audience.

#adventure top travel hashtags


Travel influencers and travel bloggers tend to focus on specific niche topics. These include reviewing hotels, the best vacations for families, or providing tips for specific destinations. A common theme is adventuring. Many people are interested in content from intrepid explorers backpacking across the country or living a nomadic life out of the back of an RV. Travel influencers with exciting stories to tell get good mileage out of #adventure (64 million uses on Instagram). The #adventureseeker tag has a similar audience but significantly fewer uses (just over 470,000). That makes it a good choice as it’s reasonably popular but still gives your content room to stand out.

#travelmore top travel hashtags


Many travel bloggers and influencers use social media as a platform to inspire others to see the world. That makes #travelmore a popular tag. Similar tags include #goexplore and #roamtheplanet.

#lovetotravel top travel hashtags


The #lovetotravel tag (over 1.8 million Instagram posts) is a good one. That’s because it’s immediately clear what kind of content you’re likely to get. Tags such as #igers (instagrammers) or #l4l (like for like) which require a degree of knowledge to understand. Another reason it’s a good choice is because it works both ways. You can use it to indicate that you love to travel. And users search for it because they love to travel.

#travelblog top travel hashtags


If you’re a travel blogger, tags such as #blog and #blogger offer a high number of impressions. However, it’s usually a better idea to use tags that identify the subject you blog about, especially if you’re using Twitter where you have a very limited number of characters and only one or two hashtags to convey your message. The #travelblog tag has over 12 million posts on Instagram, indicating it’s still very strong, but your content is going to be much more visible than when you’re using #blog (over 30 million posts).

#travelblogging top travel hashtags


There are many hashtags relating to blogging that offer a good balance between being popular while still ensuring you’re hitting the right demographic. The #travelblogging tag has over 270,000 Instagram posts, so the audience is relatively small, but there’s a good chance of engaging with some very interested readers.

#travelblogger top travel hashtags


If you’re looking for a travel blogging tag with wide reach and a good chance of many impressions, #travelblogger is the one. It has over 22 million uses on Instagram. A less-popular option that still taps into the same audience is #tblogger (137,000 posts). The problem with #tblogger is that few people are likely to search for it as it’s an abbreviation of a more popular search phrase; however, it’s possible for users to find hashtag feeds by clicking on the tags that appear in posts, so this is one where it might be possible to build your audience organically, gradually encouraging an audience to migrate from the larger hashtag feeds.

#luxurytravel top travel hashtags


While some travel influencers seek adventure, others seek a quiet life of luxury, relaxing on white beaches with cocktails and traveling first class. The #luxurytravel tag is the perfect option if you produce content that focuses more on relaxation than it does on seeking out pulse-pounding adventure.

#luxuryhotel top travel hashtags


Within the topic of luxury travel, it’s possible to be even more specific with your use of hashtags. If you’re a hotel influencer, #luxuryhotel is a good option, with over 1.3 million posts on Instagram. If you focus on all aspects of going on vacation in the best resorts, then you may find #luxuryvacation more suitable.

#solotravel top travel hashtags


Content marketing is all about providing answers. Every day, people are turning to the internet to find solutions. Your content needs to provide those solutions, and your hashtags need to reflect that. Traveling alone is a daunting prospect, and potentially dangerous, so it’s common for anybody thinking about going it alone to first seek some guidance online from experts. The #solotravel tag (2.8 million Instagram posts) is good for content providing hints, tips, practical solutions, shopping guides, and inspiration.

Final Thought: Everything in Moderation

Instagram may allow users to go to town with hashtags, with an allowance of up to 30 for each post, but research indicates that using around 10 per post is the sweet spot. After that, engagement starts to drop off. On Facebook and Twitter, engagement starts to drop significantly for posts using more than two tags, and it’s usually a good idea to stick to just one. Considering you only have a limited number of tags to promote your content and encourage engagement, it’s essential to pick the best travel hashtags possible. Aim to use the tags that clearly identify what you do. Remember, sometimes it’s better to start off small and develop engagement by using less-popular tags to avoid your content drowning in an ocean of competition.

Content Marketing Goals

How To Choose & Exceed Content Marketing Goals

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Planning a vacation doesn’t mean just hoping in the car or on a train or plane and hoping for the best. First you figure out where you’re going and how you’ll get there. The same should be true of your brand’s content marketing. You don’t want to start producing content without a target or end goal in sight. Instead, you should know your content marketing goals. That way you know what you’re aiming for or what you want your content to do.

Setting content marketing goals is a critical part of creating a content marketing strategy. Goals are so important that Hubspot lists “define your goal” as the first step to take when putting together a strategy.

What is a content marketing goal and how do you decide which goals make the most sense for you? Once identified, how do you go about achieving them?

What Are Content Marketing Goals?

A goal is the desired outcome or result from a project. In the case of content marketing, a goal is the result you hope to achieve after launching a campaign.

There might be more to setting goals than meets the eye. You don’t want your goals to be vague or unclear. Instead, create something known as a SMART goal. In this case, SMART stands for:

  • Specific
  • Measurable
  • Actionable/attainable
  • Relevant
  • Time-bound

Let’s break that down even further. A specific goal has clear targets in mind. For example, instead of “boost website traffic,” a specific goal calls for boosting traffic by 10 percent.

A measurable goal is something you can measure. If you know what your website traffic is now and you have a way to keep track of how many visitors you get, you can easily measure to see if traffic has increased by 10 percent or not. Some content marketers struggle with developing measurable goals, or at least with finding ways to measure their goals. According to research from the Content Marketing Institute, 31 percent of B2C marketers thought they were doing a fair or poor job of aligning their content marketing goals and their metrics.

An attainable goal is one you can achieve. What steps can you take to boost website traffic by 10 percent?

A relevant goal is one that matters for your brand. Why do you want to increase traffic? How will your brand benefit if you get more site visitors each month?

Finally, time-bound means you will work on achieving your goal over a set period, such as one quarter or six months. If there’s no end in sight, there’s no way to know whether or not you’ve ever achieved the goal.

Examples of Content Marketing Goals

The goals your brand sets for its content marketing will depend a variety of factors. What might be right for your brand might not be the best option for another, and vice versa.

That said, there are content marketing goals that are fairly common. Here are a few examples of the more popular goals marketers set for their content marketing:

Improve website traffic

Creating, posting, and promoting blog posts, videos, and other forms of website content is one way to improve your brand’s website traffic. You can track the number of clicks to your website from each piece of content to see what effect your content marketing is having.

Increase brand awareness

Increasing awareness of your brand might seem like a more “wishy-washy” goal — how can you prove that more people know about your brand? Well, one thing you can track is is how often your brand gets mentioned on social media. You can also ask people how they found out about your brand in a quick survey.

Increase leads

According to the Content Marketing Institute, 65 percent of B2C brands can demonstrate how content marketing has helped them increase leads. One way to track how content marketing helps with leads is to pay attention to the number of new leads you get from a particular piece of content, whether it’s a blog post, ebook, or video.

Increase sales or conversions

Around 58 percent of B2C marketers say they can show how content marketing has helped to improve conversions or sales. Tracking conversions can be a bit trickier than tracking leads because you need to track how many people click through from a specific piece of content then end up making a purchase.

Increase customer retention

Some content marketers hope to use content marketing to bring customers back. One way to do that is to send a customized email to existing customers full of useful links. You can then track how many people click through the email and end up taking some action, whether it’s requesting more information or making a new purchase.

How to Identify Content Marketing Goals

Which goals are right for you? It depends on where you are in your marketing and where you want to be. For example, if you’ve just launched or you’re not as well known as you’d like to be, increasing brand awareness might be the most appropriate content marketing goal for you.

If you’re somewhere in the middle and have some brand recognition but you’d like to people to take some sort of concrete action, your goal might be to increase leads or to increase conversions.

Finally, if you’ve gotten to the point where you have an established customer base and want to nurture and maintain that base, you’ll want to focus on ways to improve customer retention.

How to Set and Work Towards Content Marketing Goals

Once you’ve chosen a specific goal for your content marketing, the next steps are to work towards achieving that goal. Here’s what you can do.

Choose content that aligns with your goal

The type of content you end up producing will be in part determined by your overall goal. For example, if you’re hoping to retain customers, you might want to put together a blog post or video series highlighting how to make the most of the products you sell or highlighting new products you’ll be releasing soon.

Pick your KPIs

KPIs — key performance indicators — let you know if your content is on track and is helping you reach your goal. The KPIs you choose depend on your specific goal. For example, if you want to boost awareness, you’ll want to look at how many people are sharing your content on social or how many people are talking about your brand (such as using a hashtag you’ve created).

Track the content

Look at the numbers and data to gauge how your content is performing. For leads or sales, pay attention to the number of newsletter signups or the number of purchases. For increasing website traffic, look at the number of hits you’re getting and where they are coming from.

Adjust as needed

You might need to tweak some things or make adjustments as you go. For example, you might try promoting your content on a different social media platform or your might improve the SEO so that it ranks better in the search engine results.

You need to have a goal when you’re diving into content marketing. Without a goal (or goals), you have no way of knowing if you’re getting the most bang for your buck or if your content marketing efforts are paying off.

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Best Instagram Photography Hashtags

10 of the Best Instagram Photography Hashtags

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Instagram is the perfect platform for amateur and pro photographers to show off their talents. But with users sharing an average of 80 million photographs each day, getting the exposure you need isn’t always easy. Using the Best Instagram Photography Hashtags improves your content’s chances of floating to the surface.

Hashtags provide a way for content creators to organize their work and present it to the right audience. In fact, posts with at least one hashtag average 12.6 percent more engagement than posts without. But which hashtags are the best? It really depends on how you define “best.”

Do you want a larger reach? Want to deliver tailored content for a niche market? Or, do you simply want to build an audience? Here are 10 of the best Instagram photography hashtags for a range of marketing goals. 

The 10 Best Instagram Photography Hashtags

#photooftheday best instagram photography hashtags


The “photo of the day” hashtag originates from an account founded by Luca Anania. It’s a useful way for anybody — and especially photographers — to get some additional exposure. Each day, tag your best photograph with #photooftheday. The account operators may select your work to showcase on the official feed for over 269,000 followers. Unfortunately, there is only one “winner” each day. And, the hashtag is widely used, with over 540 million lifetime uses as of June 2018. Getting the recognition you deserve through this tag isn’t easy.

#followback best instagram photography hashtags


When you’re first starting out on Instagram, the idea of building a large audience may seem rather daunting. Using #followback (or similar tags such as #followforfollow) serves as a quick way to start gathering a crowd. By using this hashtag, you agree to follow back any account that follows you. On one hand, this does help to build an audience. Unfortunately on the other, many of your followers aren’t really going to be interested in what you’re posting.

These “spam” tags only attract those people who want personal gain from the exchange. Because so many people use them, they result in sprawling feeds of photographs without specific appeal. It’s usually better to focus on creating content and serving it to people who are genuinely going to care. But #followback may be useful for a quick boost to set you off on the right foot.

#love best instagram photography hashtags


The art of the photographer is to capture moments of emotion and preserve them forever. Whether it’s a stunning landscape or an intimate portrait of close friends, #love is a suitable tag for almost any photograph.

This is actually the most widely used Instagram tag. That means using it helps to ensure your work appears in front of more users. That being said, appearing in a feed with well over one billion images means the chances of your work standing out in the crowd is greatly diminished, and your photographs may only appear in the list of most recent shares for a few seconds.

#selfie Best Instagram photography hashtags


It’s not surprising to find that #selfie is one of the best Instagram photography hashtags in terms of how many people use it. Self portraits are a standard on social media, and it seems like people never get bored of them. But always keep in mind that when you use a tag that other people have already used over 348 million times, an avalanche of newer content quickly buries your work. Don’t expect to maintain optimum visibility for more than a few minutes.

#artofvisuals best instagram photography hashtags


A great way of sharing your content is to become part of an Instagram community. The Photo of the Day account is one of the most popular, but there are many others that are specifically for encouraging and promoting photographers, such as Art of Visuals, which has over 1.3 million followers. Join the collective, and start tagging your work #artofvisuals. You may end up with featured content on their feed.

#landscapephotography best instagram photography hashtags


Introducing your work to as many people as possible is great, but as a photographer, you really want to show off your work to those people who are specifically interested in the type of content you create. After all, there’s no point showing your landscape photographs to 50,000 people who want to see portraits. General hashtags cast your net wide, but you may experience a better level of engagement by using something more specific. If you specialize in landscapes, try #landscapephotography, which Instagram users have used over 13 million times.

#portraits best instagram photography hashtags


As a portrait photographer, you don’t want to lump your work in with the #selfies crowd. Using targeted hashtags such as #portraits, which has almost nine million uses as of June 2018, is a good option. There’s still a large potential audience in a targeted demographic, but your work has a bit more room to breathe.

#weddingphotography best instagram photography hashtags


Instagram is a great way to spread the word about your photography business — as long as you’re using the best Instagram photography hashtags for your market. For example, if you’re a wedding photographer, you want to use tags such as #weddingphotography rather than more generic photography tags. If you’re working in a local area, don’t forget to use geo-tagging to include your location on every post, which has the potential to boost engagement by 79 percent.

#fashionphotography best instagram photography hashtags


Many fashion influencers make good use of Instagram, and there are plenty of people who want to show off their unique styles, making hashtags such as #fashion very popular. But if you’re a fashion photographer, it’s a good idea to use specific tags so your work doesn’t disappear in an oversaturated feed. For example, #fashionphotography still has a massive feed (with over 10 million uses), but it’s easier to stand out there compared to the #fashion feed (which features over 525 million images).

#wildlife best instagram photography hashtags


Grumpy cats and cute dogs have a huge following on social media, but many Instagram users are interested in taking a walk on the wild side and seeing animals that are a little more exotic. If you have a penchant for capturing the majesty of animals in the wild, #wildlife is an obvious tag for you. Use it in conjunction with #wildlifephotography to find the market your work really resonates with.

Finding the Best Instagram Photography Hashtags

Making a mark on Instagram or developing a rep as a photography influencer doesn’t happen overnight. You need to be dedicated, offering your audience a steady stream of high-quality content, and using the best Instagram photography hashtags to extend your reach and attract new fans. It’s possible to use Instagram’s built-in auto-complete and “related tags” functions to find the most popular hashtags, but it’s also worth using some dedicated software to help you select tags that offer the best engagement. Additionally, follow as many photography influencers as possible, and pay attention to the hashtags they use and the trends they set.

Content Marketing Challenges

Content Marketing Challenges

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Content marketing is supposed to be smooth sailing, without any bumps along the way, right? Despite expectations, it’s pretty likely that you’ve encountered at least one or two common content marketing challenges. Content marketing challenges and problems can be annoying, and can seriously derail your marketing efforts. But they don’t have to stand in your way.

Research from the Content Marketing Institute shows that more and more brands are experiencing content marketing success. Almost 28 percent of B2C brands rate their efforts as very successful and 50 percent rating their efforts as moderately successful.

Enjoying success with content marketing means knowing how to recognize common content marketing challenges, and what to do to overcome them.

Content Marketing Challenge:

Limited Time for Content Marketing

According to Hubspot, a lack of time is one of the biggest content marketing challenges brands face. Unless you have a team that’s 100 percent dedicated to content marketing, and eats, sleeps, and breathes content, you’re going to struggle to find the time to put into developing a content marketing strategy and creating content.

Content Marketing Solution

Since you can’t create hours in the day, one simple solution for a lack of time for content marketing is to outsource some or even all aspects of your brand’s marketing. Outsourcing is a lot more common than you might think — 62 percent of B2C brands outsource at least one part of their content marketing.

You can outsource any of the following content marketing components to freelancers or an agency:

  • Content creation
  • Strategy and planning
  • Distribution and promotion of content
  • Measuring content marketing results

Content Marketing Challenge:

Maintaining Content Quality

Even if your brand has the time to devote to content marketing, it might struggle to maintain content quality or to produce fresh, interesting content on a regular basis. According to E-consultancy, producing quality, fresh content was one of the biggest content marketing challenges cited by marketers.

When you feel the need to consistently produce content, keeping that content excellent can become quite a challenge. How can you avoid falling into the trap of churning out subpar blog posts, videos, and so on?

Content Marketing Solution

There are a few solutions to the challenge of creating quality content. One solution is to look to new sources for ideas. Your brand’s audience or customers can be a great resource to use when you’re stuck for fresh ideas. Ask them what type of content they want to see, or what challenges they are facing in their lives.

Another solution is to put the focus on quality over quantity. You might have heard that you need to produce a certain number of blog posts per day, or that you need to update your videos weekly. The reality is that it’s better to produce fewer content pieces that are of stellar quality than it is to produce more content that doesn’t really serve anyone.

Content Marketing Challenge:

Creating Content That Serves the Audience

Content marketing isn’t about pushing your brand’s products or services on an audience. But, as E-consultancy notes, some of the most common content marketing challenges include overlooking the goal of content is to be super promotional.

The reality is that few people want to read or look at content that’s just an extended commercial for a product. Instead, they want content that solves a problem they’re experiencing. If you’re feeling pressure from the “higher ups” at your brand to create promotional content, it can be difficult to produce blog posts, videos, and the like that really meet the needs of your audience.

Content Marketing Solution

The proof is in the pudding. If you’re getting told to create promotional versus audience-serving content, show your bosses the stats that back you up. Often, useful, helpful content is the content that gets the most shares, likes, and traffic.

Content Marketing Challenge:

No One’s Looking at Your Content

If your brand publishes a blog post, produces an ebook, or creates a video and no one looks at it, did you really create a piece of content? The world is a busy place, full of lots of content. It can be a challenge for your content (whatever form it might take) to grab the attention of readers or viewers.

There are a few reasons why people might ignore the content you create. First, you could be producing low-quality stuff. Second, you might not be promoting your content through the right channels. If no one knows that you’ve written the blog post of the century, they’re not going to read it.

Content Marketing Solution

Overcoming a lack of audience often involves a multi-pronged approach. First, zero in on the quality of your content. Is it interesting, and does it provide value to the audience? Is it quality content or does it have spelling mistakes and awkward sentences? Or, in the case of video, is it blurry or hard to hear?

Next, look at how you’re distributing your content. Are you pushing it out through social media? Do you promote it through an email newsletter? Have you thought about using influencers to share and promote the content your brand creates?

Harvard Business Review notes that it’s important to optimize your content for mobile devices and for search. Are you using search engine optimization (SEO), and if so, have you incorporated it into your content creation strategy, rather than it being an afterthought? These days, optimizing your content for mobile devices goes hand in hand with SEO. The more screens your content is viewable on, the more likely it is to rank high on Google and other search engine results pages.

Content Marketing Challenge:

Your Content Marketing Seems to Be Going Nowhere, Fast

Around 50 percent of B2C content marketers in North America struggle to measure their content’s effectiveness. If you have no idea what your content marketing is doing or whether it’s producing the results you hoped for, you have no way of proving to the world (or your bosses) that content marketing is valuable for your brand.

Content Marketing Solution

The first step is to figure out what you want your content to accomplish. Set a goal for your content marketing, then determine the key performance indicators (KPIs) that will help you track that goal.

For example, if you might want to increase traffic to your website. Thus, a KPI could be the number of hits your site gets from a piece a content. For a goal to increase leads, track the number of email sign-ups you get from a specific piece of content.

Hope for a smooth and easy experience with content marketing. But you should also prepare to face challenges along the way. Knowing how to respond to specific challenges is key for content marketing success for your brand.

Success Hashtags

The Secret to Success: Using Success Hashtags

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Social media represents a fantastic opportunity to inspire and uplift others. There are countless influencers spreading positivity by sharing heartwarming and breathtaking photographs, motivational quotes, educational tips, personal stories, white papers, or even hilarious memes. But with so many people using social media, it’s all too easy for an important message to go unheard. Hashtags are a useful tool for indexing posts, grouping similar content so that it’s easier for interested users to find and follow it. If you’re in the business of helping people unlock their potential, or you want to improve the quality of life for your audience, then using some well-chosen success hashtags is a good way to improve the chances of your message getting through.

Who Uses Success Hashtags?

A core part of content marketing is providing answers to questions people ask on a regular basis, thereby encouraging them to search for you — and in a large number of cases, those questions revolve around learning how to do something (or learning how to do something better). Examples include:

  • How can I get a promotion?
  • What can I do to make the most of my savings?
  • How can I organize the perfect wedding?
  • What’s the trick to get more followers on Facebook?
  • How do I make more money for my business?
  • What does it take to lose weight?

At the heart of all these questions is the concept of success. Everybody wants to be successful in any endeavor they undertake, and as a content creator you have an opportunity to provide the answers they need to obtain that success. As such, success hashtags are a useful addition to any content creator’s arsenal. They are of particular use to success influencers, motivational and keynote speakers, self-help gurus, or anybody whose business involves helping others to do better and feel better.

Why Are Hashtags Important?

Social media platforms offer fantastic opportunities for improving brand reach, due to the vast number of users:

  • Facebook has over 2.2 billion active users.
  • Instagram has over 813 million active users.
  • Twitter has 330 million active users.

But the huge number of users is a double-edged sword. While many of those people are your potential audience, many are competitors fighting for a share of a lucrative market. This means it takes time and effort to develop an audience and make sure your message finds its mark. For example, studies suggest that 70 percent of Instagram posts go unseen. If you’ve gone to the effort of crafting top-quality content, it’s essential to do everything possible to make sure people see it.

Hashtags help to make your content visible, as it’s possible for users to search with them. Tags are especially useful on Instagram, where users have the option to follow specific hashtags. Using the right, popular hashtags not only means your content gets seen by more people, it also helps to ensure it gets seen by the people who are actually interested in the type of content you produce.

What Are the Best Success Hashtags?

Before selecting the best success hashtags, it’s important to understand how you’re defining “best.” You may decide the best hashtags are those with the largest number of followers, or you may decide they’re the ones that have the best engagement figures. You also need to consider whether you’re looking at the popularity of the hashtag over a fixed period, as some hashtags are seasonal, or trend for a few weeks before losing popularity. Finally, you need to think about the various social media platforms you’re using, as the popularity of tags may not be universal across platforms.

Some success hashtags include the word “success,” while others are useful because they’re subjects or terms that have a strong link with success. For example, the hashtag #entrepreneurship is a good success hashtag because most people looking for that subject are going to be interested in finding out how to be a successful entrepreneur.

25 Success Hashtags

There are hundreds of success hashtags to consider, and the best ones for you depend on the platform you’re using and the business you’re in. The following 25 success hashtags cover a wide range of situations.

These first five tags contain the word “success.” They’re good, generic tags suitable for any platform and a wide range of topics:

#Success Hashtags
1. #success

2. #successful

3. #successquotes

4. #successstory

5. #successtips

The next group of tags are useful for spreading positivity and sharing the uplifting messages that encourage people to achieve success:

6. #aspirations

7. #ambition

8. #successcoach

9. #selfbelief

10. #motivation

11. #achievetheimpossible

These tags are useful for sharing advice with people looking for success:

12. #successtips

13. #tip

14. #lifehacks

People are often looking for success in particular areas, such as developing their businesses or improving their personal health. These tags relate to some of the most popular subjects:

15. #entrepreneur

16. #entrepreneurship

17. #business

18. #wealth

19. #happiness

20. #marketing

21. #life

22. #love

Many hashtags on Instagram begin with “insta.” Obviously, these tags aren’t useful for tagging content on other social media platforms:

23. #instasuccess

24. #instamotivation

25. #instaentrepreneur

Final Thought: Finding Success

With so many hashtags opening up your work to specific demographics, it’s tempting to use as many as possible. But don’t use a scattershot approach. Do your research and pick your hashtags with care. It’s important to focus on quality rather than quantity. In fact, using too many hashtags may result in a loss of engagement. On Facebook and Twitter, engagement dips on posts using more than two hashtags, while on Instagram you may notice a drop in engagement if you use more than 10 hashtags. Use the native Twitter and Instagram search functions to find popular hashtags, check which tags popular influencers and rival companies are using, keep abreast of trending subjects, and consider a computer program to aid your analysis and success hashtag selection. If you adopt a thorough approach, success awaits.

Search Content Marketing

What Is Search Content Marketing?

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If you took two popular marketing practices and merged them together, what would you get? In the case of content marketing and search engine optimization (SEO), you end up with search content marketing.

Most marketers look at content marketing and SEO as two standalone practices. But the reality is, as Neil Patel argues, they go together. If you want more traffic for your content, you need to focus on SEO. If you want that SEO to matter, you need to focus on content marketing.

Take a closer look at search content marketing and learn how your brand can put it into practice.

Does Search Content Marketing = SEO?

One of the first things to understand about search content marketing is that it’s not synonymous with SEO. Search content marketing contains elements of SEO, but it also goes a bit further.

As Search Engine Land defines it, SEO is the practice of “getting traffic from the “free,” “organic,” “editorial” or “natural” search results on search engines.”

Content marketing focuses “creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience. And, ultimately, to drive profitable customer action,” according to the Content Marketing Institute.

Where SEO & UX Meet

You could argue that search content marketing focuses on creating useful and valuable content to attract an audience and that it focuses on gaining much of that audience from natural or organic search engine results.

One thing to remember when creating a search content marketing campaign is you need to think like your audience. The content you produce should speak to their needs and attempt to solve their problems.

Your campaign should also be designed so someone with a question can find your content (and presumably the answer to their question) easily through a Google (or other search engine) search.

Why Search Content Marketing Matters

Website Traffic

Why should you bother with search content marketing? What’s the benefit of paying attention to SEO when you produce content? One significant benefit of search content marketing is that it can provide free traffic to your content or website.

You could argue that promoting or publishing a post on social media also provides free traffic. But it’s not really the same. When you promote on social media you’re sharing your content with an audience who may or who may not be in need of it.

Your social post might show up in front of 1,000 people; of those 1,000 people, only 10 are interested in it. Worse, you might have to pay to promote your post on social media. That means you’re spending money to reach a potentially very limited audience.

When you focus on improving your content’s ranking in the search results through search content marketing, you are guaranteeing your content will reach a receptive audience.

Brand Awareness & Recognition

Another benefit of search content marketing is you don’t have to be a “known” brand for the marketing to work. With social promotion, the assumption is you have at least a few followers. But when you focus on creating content that’s useful and that ranks high in the search results, you don’t need to already have an established audience.

In fact, you can build up your audience through search content marketing. If someone types in a question on a search engine and your content comes up as the first or second results, that person has little to lose by clicking on it.

If the content doesn’t meet their needs, that person can always click away and find something else. But if it does solve his or her problem or answer the question, that person is likely to linger or return to your site for more information.

How to Get Started With Search Content Marketing

Create Content For Readers

Getting started with search content marketing means getting started with content creation. What types of content or what sorts of subjects are people searching for? What questions do they have?

Where can you figure out what questions people are asking? The Content Marketing Institute recommends looking at sites like Quora. That’s where people ask specific questions and others try to provide answers.

Create Content for Search Engines

You can also use search and keyword analytics tools to see what long-tail keywords (a phrase that contains at least three words and which are often in the form of a question) are trending in your niche or industry. To help your content rank better, it’s a good idea to focus on long-tail keywords that don’t have a lot of competition.

You want to be blunt when it comes to search content marketing. If you have the choice between a funny but somewhat esoteric headline and a headline that contains a keyword, go with the keyword. That funny headline might make you chuckle but it’s much less likely to rank high in search results.

Search content marketing is about more than just keywords, though. When you’re getting started creating content that performs well in search, also pay attention to how that content looks. Using responsive design so your content is easy to view on a variety of screen sizes is a must.

Examples of Search Content Marketing in Action

What does search content marketing look like in real life? Here are a few examples.

StitchFix Search Content Marketing Example

Stitch Fix Summer Outfit Ideas

People looking for summer outfit ideas are likely to stumble across Stitch Fix’s landing page for summer outfit ideas and tips. The page includes plenty of keywords relating to summer outfits and also links out to multiple pages that focus on specific questions or concerns people might have for summer dressing.

Tennis Canada Search Content Marketing Example

Tennis Canada – Tennis 101

You can’t get much more useful than teaching people a new skill. Tennis Canada’s Tennis 101 walks you through the process of learning to play, showing you everything from how to hold your racket to how to score points.

King Arthur Flour Search Content Marketing Example

King Arthur Flour – Chocolate Cake Recipe

King Arthur Flour’s recipe for chocolate cake uses pretty straightforward keywords (“chocolate cake recipe”) to make sure that people looking for such a recipe can find it easily. The recipe also includes links to products produced by King Arthur, making it super-simple for a person to gather what he or she needs to bake the cake.

Search content marketing requires you to put the needs of your audience first. When you’re thinking about what they want and need from your brand, you’ll end up producing content that not only helps your audience out but ranks high in the search engine results.