देश की टायर निर्माता कंपनी जेके टायर ने इस बात की घोषणा की है कि वह अपने उत्पादन को कुछ स्तर से शुरू करने जा रही है। कंपनी का कहना है कि इस ऑपरेशन के दौरान सरकार द्वारा जारी नियमों और

Pharma stocks have outperformed the indices in the last one month and that too by a distance. Several pharma companies have yielded phenomenal returns in the last few months and the run may end, if a quick solution is found for

New York, Sep 24: The worst fears about Global climate change have come true. Glaciers have shrunk, ice on rivers and lakes is breaking up earlier, plant and animal ranges have shifted and trees are flowering sooner. Effects that

In view of emerging challenges in the cyber world and spiralling internet crime rate, Kerala police is getting ready to launch a CyberDome, a high tech centre for cyber security and innovations, here next month. According to state police, the CyberDome,

Coronavirus has clamped the entire country in lockdown and affecting thousands of lives across the world. In a bid to help, ISRO extending support to the Health Emergency Operating Center (HEOC) in Bihar. HEOC will play a vital role in monitoring

NASA had earlier discovered the Jezero Crater on Mars and noted that is was one of the oldest and most scientifically interesting landscapes on the Red Planet. Earlier in 2018, NASA decided that the landing site for Mars 2020 Perseverance rover,

NASA is gearing up for the upcoming Mars mission and engineers are working on the Perseverance rover to prep it for the mission. NASA engineers at the Kennedy Space Center in Florida have begun the process of placing the Mars-bound rover

Anasuya Bharadwaj is unquestionably one of the actresses of Tollywood, who never shy away from taking a stand on various issues. Her tongue in cheek responses to tweets have also been turned into controversies. We recently reported on Vijay Deverakonda's fight

Senior actor and former president of Movie Artists Association (MAA) Sivaji Raja recently suffered a massive stroke at his home in Hyderabad. On Tuesday night, he was admitted in a hospital in Hyderabad, where he has been kept under observation in

Filmmaker Ram Gopal Varma, who is known for posting controversial tweets, recently made yet another sexist comment on women. On Friday, RGV shared a photo, in which two women are sitting inside a car. The one sitting on the front seat

A few days ago, Vijay Deverakonda expressed his anger against websites publishing fake news about him. For those who are unversed, in a recent video, angry Vijay revealed that some websites spread fake news against his charitable trust, which gained all

No Indian films at Cannes this year, but our stars were there for sure.

Recently, Kashmera Shah grabbed the eyeballs as she shared a bold picture with Manek Bedi from a magazine photoshoot, which was shot by Dabboo Ratnani several years ago. She called herself a 'hotness personified' in the caption! In an interview with

Neeraj's film "Ship Of Theseus" earned international acclaim in 2013, and "The Lunchbox" starring Irrfan also released around that time.

Here's wishing Sai Pallavi and Vijay Deverakonda a very happy birthday!

Filmmaker Ram Gopal Varma, who is known for posting controversial tweets, recently made yet another sexist comment on women. On Friday, RGV shared a photo, in which two women are sitting inside a car. The one sitting on the front seat

Recently, Kashmera Shah grabbed the eyeballs as she shared a bold picture with Manek Bedi from a magazine photoshoot, which was shot by Dabboo Ratnani several years ago. She called herself a 'hotness personified' in the caption! In an interview with

A few days ago, Vijay Deverakonda expressed his anger against websites publishing fake news about him. For those who are unversed, in a recent video, angry Vijay revealed that some websites spread fake news against his charitable trust, which gained all

Option data indicates that an immediate trading range in between 9,000 and 10,000 levels.

Headed by Dr Devi Shetty of Narayana Health (Bangalore), a group of experts have submitted an exit strategy report to the Government of Karnataka on how to proceed with the phase-wise lifting of lockdowns after the 21-days. CORONAVIRUS LIVE UPDATES. {image-exit-1586517931.jpg

Air pollution has detrimental effects on our body. Sometimes air pollution occurs inside our house and it is very risky compared to the air pollution outside. This is due to the fact that we spent a considerable amount of time in

It is the time of the year that puts everyone in festive spirits. With Christmas just around the corner, and that means it is time to pull up your sleeves and sparkle your home with the Christmas elements. When we think

Promoter Sameer Gupta continued to buy Apollo Pipes shares for the third consecutive session, acquiring a 1,44,476 shares at Rs 323.73 per share

Credit Suisse has maintained its outperform call on the stock with target at Rs 2,400 per share.

To support customers during this time where their car/bike will not be in use, Acko General Insurance, a new age online insurance provider, has decided to not charge insurance for one month

Brokerages have a positive view on the stock with a target price of Rs 41 (upside potential of 74.5 percent) in medium to long term.

On the front of earnings, the company is expected to see a contraction in sales and EBITDA margin for FY21 but FY22 may be the year of revival.

The Nifty Auto Index has corrected by about 21 percent in the past two months, compared to an18 percent decline in the Nifty.

The decision was taken due to the adverse impact of the lockdown on the real estate sector, a state Public Relations Department official said on Thursday.

CBDT is examining the matter and a clarification regarding this would be ‘issued soon’

A display of strength and being leaders in their respective sectors – companies that are trading at a premium to their averages is a bullish sign for them, but not all companies could be termed buy.

The Nifty Mid-cap 100 was up 15.4 percent in Apr’20, as against the Nifty’s rise of 14.7 percent. In the last 12 months, mid-caps were down 23% as against Nifty’s decline of 16 percent.

Hero MotoCorp, the world's largest two-wheeler manufacturer has announced it will soon be restarting operations in India. The decision to commence production comes as part of the relaxations put in place on the lockdown regulations by the central government.

Due to the COVID-19 pandemic, many businesses across the globe have been suspended or shut down. Due to the crisis, India is currently facing a nationwide lockdown till May 17. The automobile industry is going through a rough phase as plants

Honda Motorcycles & Scooters India (HMSI) has announced that with the relaxation in lockdown regulations by the government, the company will be restarting dealer operations across India. The reopening of Honda dealerships across the country will begin in a phase-wise manner.

Since he had high blood pressure and diabetes, he was under the continuous observation of doctors in the isolation ward, KGMU Vice Chancellor Bhatt said.

Urvashi Rautela has been filing up her Instagram handle with such stunning make-up looks that we sometimes feel envious. When it comes to make-up, Urvashi definitely knows what she is doing. Her high regards for all things beauty need no introduction.

Urvashi Rautela has been filing up her Instagram handle with such stunning make-up looks that we sometimes feel envious. When it comes to make-up, Urvashi definitely knows what she is doing. Her high regards for all things beauty need no introduction.

The Nokia 6.3 will likely be powered by a Snapdragon 670 or 675 mobile processor.

The company is also launching the Mi Box (A device that can convert a regular TV to a smart TV) and new true wireless earbuds alongside the Mi 10.

The Xiaomi Mi 10 is priced in India starting from 49,999.

BMW Group India has announced a start in operations at their Chennai based facility today. Operations have begun in accordance with guidelines issued by local authorities. Production at the facility has started with less than 50 per cent of the company's

Hyundai India recently announced that it will be restarting its operations in India from the 6th of May 2020. The company has slowly started to reopen dealerships across India in a phase-wise manner, as per the government's lockdown relaxation guidelines in many parts of the country.

Honda is planning to sell the outgoing Honda City sedan alongside the new models at the same time. This news was confirmed according to a report by Autocar India. Moreover, the new Honda City is likely to get a suffix in

The Indian auto industry is slowly working its way to restart operations in India, after being shut down for over 40 days. Automobile companies are currently preparing to resume production in accordance with the government's guidelines for ensuring all safety and social distancing norms are followed.

Due to the COVID-19 pandemic, India is currently facing a nationwide lockdown and because of that, businesses across the nation have been affected badly. To resume business, the Government has come up with some guidelines which the companies have to follow strictly.

Siddharth Anand Kumar, VP, Films and Events, Saregama, thinks that although Kerala’s move will ensure that a large number of projects get completed, the real challenge will be restarting shooting.

"This doesn#39;t mean that Mumbai will be handed over to the Army. Police personnel are tired after working round-the- clock, some have fallen sick and a few of them have succumbed to the virus. They need rest," Thackeray said.

One great thing about being a young Gen X’er: There was no social media during my junior high and high school years. 

Young millennials weren’t so lucky. They chronicled their adolescence in excruciating detail on Myspace, Facebook, YouTube and Twitter, every half-formed thought and laundry-detergent-eating stunt preserved forever.

So it’s no surprise that the youngest social media users leapt on Snapchat when it launched. Snapchat Stories provided the feeling of togetherness that social media’s good at, without the potential to embarrass your future self.

Other platforms were quick to buy into the idea of ephemeral content — content that expires and is deleted after a set period of time, usually 24 hours. Instagram’s creatively-named offering, Instagram Stories, boasts 500 million daily users. That’s more daily users for a single feature on Instagram than there are for the entirety of Twitter. 

But don’t count Twitter out just yet — they’re testing their own ephemeral content, called, unfortunately, “Fleets.” Even the level-headed folks at LinkedIn* are testing LinkedIn Stories with a handful of users.

For B2B content marketers, ephemeral content seems like the opposite of everything we try to do. DISPOSABLE content? No SEO value, no repurposing potential… what’s the point?

Should B2B marketers go ephemeral? It depends. Here’s what you need to know.

Ephemeral Content for B2B Marketers

Before we get into specifics, you should first consider ephemeral content the same way you would any content. I’d recommend asking the following four questions.

Four Questions B2B Marketers Should Ask about Ephemeral Content

These questions aren’t unique to ephemeral content, of course. They’re questions worth asking for any new marketing channel or tactic. They are:

• Is my audience on this channel?
• Is my audience consuming content on this channel?
• Can we produce high-quality content for this channel?
• Does this channel offer a logical next step for our audience?

For most B2b marketers, the answers to all these questions is “yes.” If your audience includes millennials or young Gen Xers, they’re likely on Instagram Stories at least. They’re used to the format and will likely be open to ephemeral content on LinkedIn and Twitter as it rolls out.

Can your brand produce high-quality ephemeral content? That’s one of the chief selling points of Stories — they’re easy and cheap to produce. There are robust tools for creating them built into the platforms that host them. And audiences expect a more informal, less-produced content experience.

As far as next steps go, Instagram Stories are actually more marketer-friendly than Instagram posts. Users can swipe up in a story to go directly to another piece of content, a lead gen form, or any other hyperlink. There’s no “Please visit the link in our bio” for Stories — it’s an immediate pass-through.

Now, if your offering skews more to the Boomer demographic, or you’re courting people too hip — or technology-averse — to be on social media, you might hold off. But it’s safe to say the majority of B2B marketers can get some juice out of ephemeral content.

How to Make the Most of Ephemeral Content for B2B

You don’t get the opportunity to build a content library with ephemeral content. By its nature, it should serve a different purpose than blog posts or eBooks. Think about building an audience and engaging them on a regular basis, rather than creating a library people wander in and out of.

Focus on Your People, Not Your Product

There are plenty of outlets for you to serve up product information and sales brochures. Ephemeral content is better suited for highlighting the people who work for your company. Focus on what makes them unique, what makes them relatable, and what makes them excellent at serving your customers. 

Mailchimp is great at this type of story. Their “Day in the Life” series highlights and celebrates individual employees.

[bctt tweet="“Ephemeral content is better suited for highlighting the people who work for your company. Focus on what makes them unique, what makes them relatable, and what makes them excellent at serving your customers.” @NiteWrites" username="toprank"]

Be Passionate about Purpose

For a growing majority of consumers, what a brand sells is less important than what the brand stands for. We’re looking to buy from businesses that share our values, and B2B buyers are no exception. Ephemeral content is a good way to get the message out about your brand’s larger purpose in the world, to highlight your vision for the future and your progress towards those goals. 

Lush is great at blending their purpose with their more product-centered ephemeral content. It only takes a few Instagram Stories to see exactly where they stand and what they value. 

Show Your Personality

If your organization is still looking for permission to loosen up a little, ephemeral content is your permission slip. It’s a format with lower audience expectations, one that’s focused on short-form, entertaining content, and one that won’t linger to haunt you until the end of time. 

So it’s well worth experimenting with your brand’s voice and personality. You may find that B2B buyers are just as starved for entertainment as the rest of us.

Cisco is absolutely killing it with their Stories right now. The playful, energetic tone isn’t what you would expect from a staid titan of industry, but it’s delightful to watch.

[bctt tweet="“If your organization is still looking for permission to loosen up a little, ephemeral content is your permission slip.” @NiteWrites" username="toprank"]

Serialize Your Content

Ephemeral content is all about building an audience that will make your feed appointment viewing. Serialized content can help establish that habit. There are a few easy ways to serialize:

• Establish regular features, like Mantra Monday, Thoughtful Thursday, or Whiskey Wednesday (okay, maybe not the last one)
• Chop up a long-form video into segments and air them sequentially
• Focus on a different department every week to explore your organization

For longer-form serialized content, it’s worth creating an IGTV Series. Series come with tools to help you create and promote new episodes to bring in subscribers. Check out General Electric’s Taking the World to Work series for inspiration.

Let’s Get Ephemeral!

Ephemeral content is one of the primary ways people are using social media — which means it’s relevant for any B2B business with an audience on social platforms. Adding ephemeral content to your content marketing strategy will exercise a different set of muscles than your regular content creation, but it’s a form that rewards continued experimentation.

Need help with ephemeral or evergreen content? Our content marketing team is ready.

* Note: LinkedIn is a TopRank Marketing client.

The post Should B2B Marketers Embrace Ephemeral Content? appeared first on Online Marketing Blog - TopRank®.

Across Africa, centuries-old cultural traditions are being foregone in the wake of the COVID-19 pandemic, which has seen governments impose restrictions on gatherings and other practices around death and burial. Francesca Lynagh reports.