Lee Odden

Book Review X: The Experience When Business Meets Design by @briansolis

Lee Odden on Mar 10th, 2016     Book Reviews

X: The Experience When Business Meets Design

In the digital marketing world a lot of effort has been invested in the making and promoting of content with a singular emphasis on marketing ROI. But customers don’t care about your “great content”, your “clever marketing” or how much money you make from trying to sell them something.

What do customers care about?

Experiences.

Much has been said recently about consumers and experiences vs. things. According to a Harris Poll/Eventbrite study, 78% of Millenials would choose to spend money on a desirable experience or event over buying something desirable, and 55% of millennials say they’re spending more on events and live experiences than ever before.

The value for experiences over things isn’t necessarily new and certainly applies to all generations. It reminds me of one of my favorite quotes that has an important lesson for brands:

Joshua Nite

You Ought to Be in Pictures: 5 Amazingly Successful Brand Video Marketing Campaigns

Joshua Nite on Mar 9th, 2016     Online Marketing, Video

video-marketing-campaigns

My first cell phone was the unbreakable Nokia 3310. You could run over that thing with a tank and it would still be up for a game of Snake. At the time, its green-and-black display was a technological marvel: You could play games! Look at (pixelated monochrome) pictures! What a modern marvel it was.

Now, of course, almost all of us have a pocket-sized screen that puts the 3310’s to shame (if only they were half as durable…). Most of us are never more than arm’s length from our smartphone. And we’re using those screens primarily for video—fully 50% of all mobile traffic is video streaming.

Whether you’re B2B or C2C, your audience is watching videos. They spend more time with video content than blog content. Even senior executives watch and share: 75% watch work-related videos weekly, and over half share videos with their colleagues.

Caitlin Burgess

How Social Media Can Drive Success on Your Content Marketing Roadtrip

Caitlin Burgess on Mar 8th, 2016     Content Marketing, Social Media

road-trip-social-media-content-marketing

 

I think most marketers would agree that social media and content marketing compliment each other nicely. Need proof? Recent research has found that 93% of B2B marketers list social media as one of their top five content marketing tactics.

I like to think of social media as the vehicle that drives your content where you want it to go. But as social media continues to evolve, it’s important to remember that we’re not driving down a one-way street. Social media presents more opportunities than just a dissemination platform. It can also be used as a means for engaging your online community, publishing and targeting specific content and building brand awareness.

Lee Odden

LinkedIn: 31 Sophisticated Content Marketing Thought Leaders to Follow

Lee Odden on Mar 7th, 2016     Content Marketing

31 Sophisticated Content Marketers - LinkedIn

The team at LinkedIn Marketing Solutions (client) recently published a fantastic resource for content marketing called The Sophisticated Marketers Guide to Content Marketing for 2016.

At Content Marketing World 2014, LinkedIn’s Jonathan Lister proclaimed that LinkedIn was “All in with content marketing”. While that reference was mostly about the ability for users to publish content on LinkedIn, the content marketing efforts from the team at LinkedIn over the past 2 years has been nothing short of impressive.

This most recent eBook is a great example of depth, design, and utility that also serves as a case study for “big rock” content. Along with smart advice from marketing rock stars Jason Miller and his team (Sean, Alex, and Megan pictured on the cover below), industry thought leaders and influencers are included as well. Bringing in outside expertise to co-create content adds credibility, subject matter expertise and balance to what would otherwise be “brand content” – a smart move.

Tiffani Allen

Online Marketing News: ROI of Social Selling, LinkedIn’s Ad Targeting, Facebook Hits 3 Million

Tiffani Allen on Mar 4th, 2016     Online Marketing, Online Marketing News

social-selling-statistics

The ROI of Social Selling: Data-Driven Outcomes [Infographic]
The first rule of sales is you have to be where your customers are. If you aren’t, how will they ever find you? As we progress further into the digital age, salespeople and marketers are becoming more and more collaborative, to the benefit of their mutual employers. The secret sauce to any organization practicing marketing enabled sales lies in great content that meets your customers where they are at every stage of the buying cycle. This infographic explains the how and why of social selling. Sales for Life

Lee Odden

Where SEO Fits in Digital Marketing Strategy for UK Marketers

Lee Odden on Mar 3rd, 2016     SEO

UK SEO
On each of my trips to Europe or elsewhere abroad to a marketing conference, it is inevitable that someone will say, “We’re 1-2 years behind digital marketing in the U.S.”.

The reasons for this vary, from the capabilities of agencies to demand amongst business buyers of marketing services. Business culture in the UK drives many companies to react to competitors more than leading their respective market with new marketing tactics.

Budgets are another reason why a lag exists between the U.S. and Europe – there’s simply more money being spent on digital marketing, advertising and PR so there’s more resources, opportunity to experiment and innovate.

Joshua Nite

What Is Everyone Blabbing About? 8 Tips for Creating a Killer Marketing Blab

Joshua Nite on Mar 2nd, 2016     Digital Marketing, Video

video-marketing

Do you Blab? Does your brand blab? Are your brand’s Blabs bland? Do you need a bland brand Blab breakthrough? (Say that three times fast)

There’s a new player in the live video streaming arena, and marketers are starting to get excited about the possibilities. Blab has a few nifty features that set it apart from apps like Meerkat and Periscope. Since it’s currently free to use (and in Beta, as its developers work on developing a business model), now is the perfect time to check it out. If you want to add live streaming to your video marketing strategy, Blab can be a great way to build your community. Here are a few reasons marketers are flocking to Blab:

Joshua Nite

Beyond the Blog Post: What a GREAT Marketer Does with Content

Joshua Nite on Mar 1st, 2016     Content Marketing, Digital Marketing

Great-Marketer-Content

What is a blog post for?

Come to think of it, what is content for?

Sure, content should inspire our audience to form a relationship with the brand so they can be nurtured to a purchase decision that ultimately drives revenue. Duh.

Which is great. That’s what we want content to do. But—and forgive me for sounding like a broken record—what is it for?

The best answer I’ve seen comes from Dan Blumenthal: “Content Marketing is what web searchers are looking for.” Nine words. Mic drop.

That’s what our content is for—it’s for providing the best answer to people searching for information. It’s for delighting someone who clicks on your link in a search results page. If your content nails what it’s for, then it has a much better chance of accomplishing what you want it to do (form relationships/drive revenue/etc).

Caitlin Burgess

3 Ways Digital Advertising Gives Tactical Support to Your Content Marketing Mission

Caitlin Burgess on Feb 29th, 2016     Digital Marketing, Online Advertising

digital-advertising-content-marketing-mission

In today’s digital, content-saturated world, it’s no secret that we marketers are all battling to connect, engage and inspire action from our respective audiences. As a result, having an integrated content marketing strategy is of paramount importance.

As a matter of fact, 80% of B2B marketers have some sort of content marketing strategy in place, according to the Content Marketing Institute and MarketingProfs.

But, the question is: Are you using all the weapons in your content marketing arsenal?

Including digital advertising such as paid search ads, boosted social posts or remarketing in your tactical mix can help you hit your target. How? Well, consider the following facts and stats:

Tiffani Allen

Online Marketing News: Pinterest Matters, Google Loses Sidebar Ads and Facebook Reacts

Tiffani Allen on Feb 26th, 2016     Online Marketing, Online Marketing News

Why Pinterest Matters to Marketing_600x350

Why Pinterest Matters to Marketing [Infographic]
Did you know that Pinterest is the third most popular social network in the US, behind Facebook and Twitter? That statistic came as a surprise to me. But what isn’t surprising is the rise in brands that are using Pinterest as part of their social and content marketing strategy. While the platform is easy to use and visually appealing, there’s more to using the platform effectively than meets the eye. This infographic details the demographics of the Pinterest audience, the best time to post, and even what post categories work best on which days. WebpageFX

Caitlin Burgess

Is Your Digital Marketing Strategy Red Carpet Worthy?

Caitlin Burgess on Feb 25th, 2016     Digital Marketing, Online Marketing

red-carpet-worthy

The music. The movies. The stars. The glitz. The glam. And, of course, the flawless—or sometimes flawed—red carpet looks.

Oh yes. It’s Oscar Season.

What’s been dubbed as “Hollywood’s Biggest Night” is set for the eve of Sunday, Feb. 28. And while watching one of your favorite stars take home a golden statue can be exciting, it seems like the one thing people are most eager to see are the gorgeous looks stars are rocking on the red carpet.

But looking radiant on the red carpet isn’t just about finding the perfect shoes or the perfect dress or having every hair in place. It’s about the entire ensemble working together to pull off the perfection to make you unforgettable.

Joshua Nite

Empathy in Content Marketing: Three Stories to Tell Your Audience

Joshua Nite on Feb 24th, 2016     Content Marketing

content-marketing-empathy

You are (presumably) a person. The people you are trying to reach with your brand’s message are, amazingly, people as well. Content works better when it comes from a place of empathy—that is, when you know your audience and can speak to them on a personal level.

For example, I can use my astounding powers of empathy to read your mind right now. “For crying out loud,” you’re saying, “tell me something I don’t know, Nite. I know what empathy is. I know it makes marketing better. Quit wasting my time!”

See? It’s like magic.

Empathy starts with a deep understanding of your audience, gained by social listening, interviews, and persona-building. But you can have a deep understanding of your audience and still fail to tell the stories that will engage them. When you use the insight you have to tell a story that resonates, that’s empathy in action.