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In 2017, and going forward, the emphasis for content marketers will be proving value and ROI – the tools, experts and data at the disposal of agencies will allow us to do this, to provide that ROI, and bring tangible value to something that has been traditionally hard to quantify in a monetary sense. Year on year, social platforms evolve at an accelerated rate to suit business and consumer needs.In a world of mobile and second screening, much of our content consumption is done in silence, especially on social. 2016 showcased this well with the likes of Vine and Meerkat winding down, while Facebook, Instagram and Snapchat boomed.Profiles on these apps are created with the intention of being noticed without an optimised match in mind.The game plan is to be unique and capture a few milliseconds of attention – so that picture with a tiger in Cambodia should surely set you apart from the crowd, right?Perhaps the most successful brand in the ranking was Zoosk.com, which spent just

In 2017, and going forward, the emphasis for content marketers will be proving value and ROI – the tools, experts and data at the disposal of agencies will allow us to do this, to provide that ROI, and bring tangible value to something that has been traditionally hard to quantify in a monetary sense. Year on year, social platforms evolve at an accelerated rate to suit business and consumer needs.In a world of mobile and second screening, much of our content consumption is done in silence, especially on social. 2016 showcased this well with the likes of Vine and Meerkat winding down, while Facebook, Instagram and Snapchat boomed.Profiles on these apps are created with the intention of being noticed without an optimised match in mind.The game plan is to be unique and capture a few milliseconds of attention – so that picture with a tiger in Cambodia should surely set you apart from the crowd, right?Perhaps the most successful brand in the ranking was Zoosk.com, which spent just $1.2 million but drove the second most clicks, nearly 4.9 million, at the lowest average cost per click in the ranking, $0.25.Another notable aspect of the top 20 ranking of dating advertisers by paid search spend is the diversity of businesses/services represented.

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In 2017, and going forward, the emphasis for content marketers will be proving value and ROI – the tools, experts and data at the disposal of agencies will allow us to do this, to provide that ROI, and bring tangible value to something that has been traditionally hard to quantify in a monetary sense. Year on year, social platforms evolve at an accelerated rate to suit business and consumer needs.

In a world of mobile and second screening, much of our content consumption is done in silence, especially on social. 2016 showcased this well with the likes of Vine and Meerkat winding down, while Facebook, Instagram and Snapchat boomed.

.2 million but drove the second most clicks, nearly 4.9 million, at the lowest average cost per click in the ranking,

In addition to more general sites like Dating.com, there are niche dating sites in the ranking, including Christian Mingle.com, which is what it sounds like, and BBPeople Meet.com, which caters to the “big, beautiful” community. Seeking offers to connect young women with wealthy older men and advertises itself as the “Official Sugar Daddy Dating Site”.

Last year in 2016, we experienced what a few digital content managers have described as a ‘content shock’ – a kind of kneejerk reaction to a message that was repeatedly bounced off the walls in most PR and marketing departments in years prior – “we’re not producing enough content”.

Well, it seems as though that message was received loud and clear, with a 36% growth in brand stories Yo Y since 2015.

But after 2016, we’re now at a stage where the proliferation of content has taken that already uncomfortable noise to a deafening level, making it even harder to get your brand’s content voice heard.

Much of this noise is just that, noise; failing to deliver a unique message that resonates emotionally with the desired audience – and just like the many whimsical ‘openers’ we may have sent or received on Tinder, Bumble and Happn, a lot of brand content is lost in the swathes of competition.

.25.Another notable aspect of the top 20 ranking of dating advertisers by paid search spend is the diversity of businesses/services represented.

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In addition to more general sites like Dating.com, there are niche dating sites in the ranking, including Christian Mingle.com, which is what it sounds like, and BBPeople Meet.com, which caters to the “big, beautiful” community. Seeking offers to connect young women with wealthy older men and advertises itself as the “Official Sugar Daddy Dating Site”.

Last year in 2016, we experienced what a few digital content managers have described as a ‘content shock’ – a kind of kneejerk reaction to a message that was repeatedly bounced off the walls in most PR and marketing departments in years prior – “we’re not producing enough content”.

Well, it seems as though that message was received loud and clear, with a 36% growth in brand stories Yo Y since 2015.

But after 2016, we’re now at a stage where the proliferation of content has taken that already uncomfortable noise to a deafening level, making it even harder to get your brand’s content voice heard.

Much of this noise is just that, noise; failing to deliver a unique message that resonates emotionally with the desired audience – and just like the many whimsical ‘openers’ we may have sent or received on Tinder, Bumble and Happn, a lot of brand content is lost in the swathes of competition.




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