I’ve been pulled in again. What was to be a quick trip out to Pinterest to locate that tempting cupcake recipe I “pinned” has turned into 30 minutes of viewing, re-pinning and creating new boards. It’s no surprise, according to Statista, users of Pinterest spend an average of 1 hour and 17 minutes per month logged in and scanning the site.
Not only are consumers spending their time on the site, they are also spending more money and at a higher frequency than they do on any of the other top five social media sites. According to Blogher, forty-seven percent of U.S. online consumers have made a purchase based on recommendations from Pinterest.
So your audience may be spending time on Pinterest. A lot of time. And that time is translating directly into purchases. You may find yourself asking “Should we be there?” Whether you’re a B2C company selling a product or a B2B company promoting your brand and insights, the answer depends on your goals. And more importantly, if you make the leap, how do you measure the reach and track the impact of your content?
Some great analytics tools can provide answers. Let’s explore the benefits of a few.










Stretching your video investment
Marketers across the globe are being asked to create more content with smaller budgets. With proper strategy and planning, video can help you achieve that objective. Here’s how to make your video content dollars work harder for you.
1. Identify where video makes sense: Strategy
Video is a great communication tool. 75% of executives view business videos daily or more (B2B Trends in Mobile and Video Usage, Google/Forbes Insight, U.S., 2010) Review your content strategy and identify which messages make sense for video in your industry. Product demonstrations, testimonials, expert interviews and case studies are some examples that may work for you.
2. Plan for quantity: Economy of scale
In video marketing, quantity reduces cost – just like shopping at a convenience store and buying one soda versus a case at a wholesaler. After identifying the message or topics, plan for how many videos you will produce in a year. A template approach will reduce cost and time to completion such as reusing openers, closers, the graphics to display names, job titles and chapter or section introductions.
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