Archives for September 2016

The 4 Essential Questions Your Content Must Answer in Less than 15 Seconds

4-questions-content-must-answer

A rodeo cowboy gets eight seconds to become a champion. What can content marketers do with nearly twice that time?

HubSpot reports it takes less than 15 seconds for a reader to decide whether or not content is worth the effort. Think about that: In half of the Jeopardy theme, your reader’s mind is already made up.

You’re probably familiar with that statistic–it’s a marketing classic. But what exactly is happening in those 15 seconds?

There’s a series of subconscious questions anyone asks as they’re contemplating reading content. You ask them; I ask them; and our fellow human beings that we call an “audience” ask them, too.

Your content must answer these four essential questions, and fast.

Find the Bright Side: 6 Things Brands Should Do in Light of New Facebook Page Layout

new-facebook-layout-tips

The summer of 2016 has been a little rough for businesses, brands and marketers that use Facebook as an important part of their marketing mix. Not only did Facebook implement a new News Feed algorithm that favors content from users’ friends and family, but just over a month ago they rolled out a new desktop business page layout—something they had been testing for a couple of months.

While the algorithm change was a little disheartening, many pages had likely been seeing a drop in organic reach for months as competition for space in the News Feed continued to grow. But when Facebook began testing the new page layout, many page admins were upset for a variety of reasons—from not being told about the changes to hating the new layout to believing they should hold the power to choose a design that works for them.

Top Takeaways & Words of Wisdom From Content Marketing World 2016

cmw16-wrapup
Last week, over four thousand marketers gathered together to immerse themselves in the world of content marketing. The 2016 Content Marketing World conference was filled with insights from some of the top content marketers on the globe and offered two days filled with education and networking. In just a few short days, attendees (and even those that weren’t able to attend) began sharing their experience on social networks. In fact, last week alone there were 45,000+ posts on social networks by over 10,000 users with estimated impressions of almost 4M.

Learn How to Optimize Your Content Marketing Agency Investment

lee-odden-toprank-marketing-world

Each year, brands are investing countless hours and thousands if not millions of dollars in marketing to prospects and current customers with content. Often times, internal marketing teams are finding that they need content marketing agency expertise and support outside of their organization.

Working with an agency that specializes in content marketing can provide brands with a more strategic and scalable marketing program that leverages expertise and additional resources that specialize in content. However, agency retainers can be substantial and there isn’t a marketing executive out there that isn’t in search of maximum return on that investment.

How to Build Momentum For Your Brands Around The World Through Content Marketing #CMWorld

tami-cannizzaro-cmworld-2016

Marketers are experiencing a major problem. That problem is that there is no longer a captive audience for anything. Consumers have tuned out advertising and traditional marketing tactics, leaving many marketers searching for a solution.

In her presentation at Content Marketing World, Tami Cannizzaro from Oracle offered some great insights that she has gathered from her years of experience at everywhere from IBM and eBay, to her new position as Vice President, Head of North America Marketing at Oracle.

She opened with a story about her experience on the New York Subway. One day she was getting off of the Subway and noticed that there was someone handing out money. Instinctively, she walked right by him. Similarly, marketers could literally be handing people money but people will move right by you if it feels like you’re selling.

Online Marketing News: Divine Email Delivery, Mobile Machine Learning & CMO Social Spend

email-marketing-infographic

Email Deliverability: Unveiling the Divine Path to Subscribers Inbox
Email marketing is one of the most effective digital marketing tactics, and one of the longest standing. But, nothing can be effective if it doesn’t reach your audience. This infographic shows the considerations marketers need to make when sending their emails to ensure the best deliverability and common email marketing myths. Social Media Today

Google Injects Machine Learning Into Analytics App
AdAge reports: “Google said Friday it will provide a new stream of automated insights in its Google Analytics mobile app, allowing marketers to see key data metrics in a matter of minutes.” This will allow marketers to view valuable insights on the go, whether it’s from an android or iOS device. Over time, the app can actually learn your data habits and pull reports automatically. AdvertisingAge

The Microsoft Factor: Scaling Influencer Marketing to Transform a Global Brand #CMWorld

microsoft-influencer-marketing

Influencer marketing has proven to be a very effective way for brands large and small to build credibility and trust with their audience. However, many influencer marketing programs fail before they even get off the ground. But why?

There are many reasons that these programs don’t work according to Traackr CEO Pierre-Loïc Assayag in his presentation with Microsoft’s Amanda Duncan and Eve Psalti at Content Marketing World. These reasons include:

influencer-marketing-not-successful

Often times, these transient interactions with influencers yield limited results. Think of it like a lot of first dates that don’t develop the relationship further or lead to a marriage.

True influence is based on trust and built on relationships. And the secret to influencer marketing ROI is to play the long game. But how do you scale intimacy?

How Dell Approaches Integrated & Authentic Influencer Marketing #CMWorld

lauren-and-shelley-dell

Shelley Ryan and Lauren Mauro of Dell kicked off their afternoon session at Content Marketing World with some exciting news. According to the dynamic duo, Dell has purchased EMC, which I believe makes them the largest privately held company in the world!

At the beginning of their session, Lauren and Shelley shared what their session would NOT be. They vowed not to talk about the case for influencer marketing, the risk of not having a strategy or a college course for why you should do influencer marketing.

What they did focus on was their point of view, real examples and their own journey with influencer marketing.

Dell’s Approach to Authentic Influencer Marketing

Shelley Ryan shared that TopRank Marketing CEO Lee Odden has been a great sounding board for their influencer marketing program. One of the things he said that stuck out in her mind was:

Mathew Sweezey of Salesforce Shares 6 Ways to Improve the Value of Your Email #CMWorld

mathew-sweezey-salesforce

Today’s customers are busy, savvy and frustrated. But why? They’ve taken on too much and are looking for ways to improve their own efficiency, old email marketing tricks no longer have an impact and they’re tired of receiving pitch after pitch that doesn’t add value.

However, email marketing is just as important (and effective) now as it has ever been, especially when it’s integrated with marketing automation.

And if you’re going to learn about the intersection of email and marketing automation from anyone, Mathew Sweezey of Salesforce is the person to listen to. In his session at Content Marketing World, Mathew covered some of the top values that exist within email marketing today.

Value #1: Email is a Mobile Strategy

The Force is Strong with Content Marketing World 2016 #CMWorld

content-marketing-world-2016

It’s hard to believe it’s already been a year since we traveled to Cleveland for Content Marketing World 2015. These days, it seems that time (and content marketing) travels at the speed of light.

For those of you that don’t know, Content Marketing World is the largest content marketing conference in the galaxy (as far as we know), and marketers have traveled from all over the globe to spend the week learning and connecting on the topic of content marketing. In fact, Luke Skywalker has travelled all the way to Cleveland to give this year’s closing keynote!

To help you fight against the Galactic Empire (otherwise known as your competitors) here are some must-attend sessions at Content Marketing World.

50 Top Content Marketing Influencers to Follow in 2016

Content Marketing Influencers 2016
Without question, the Content Marketing World conference is a force to be reckoned with when it comes to all things content. This is where I should segue into a Death Star reference and something about a love child between Joe or Robert and Princess Leia. Or was it Chewbacca? I kid.

What I’m not kidding about is that there are over 150 speakers at Content Marketing World that have spent numerous hours researching, planning and crafting presentations as well as practicing and coordinating their travel and stay at the event. When you think about it, the cumulative amount of content created amongst all those speakers isn’t just formidable, it’s outright impressive.

Digital Marketing Spotlight: Josh Mueller, SVP Global Marketing at Dun & Bradstreet

Josh Mueller Interview

Meeting and getting to know smart digital marketers is easily one of my favorite things about working in the marketing industry. I first meet Josh Mueller when he was at Director of Digital Marketing at Dell and I was presenting an integrated approach to search, social and content marketing. There was a palpable enthusiasm in the air for inbound marketing and it was exciting to see that kind of reception from a large company.

Fast forward to today and Josh is Senior Vice President Global Marketing at Dun & Bradstreet. He is definitely one of those people you want on your digital marketing team or more specifically, leading your team. He always seems to be two steps ahead, is results-focused and a genuinely nice human being.