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Five years ago, if you asked Jason Miller to pick lead generation or brand awareness as the most important part of B2B marketing, he would’ve chosen lead generation without hesitating. But since then, things have changed. Miller, who worked as the senior manager of social media strategy for Marketo until 2013, now serves as global content marketing leader at LinkedIn, where he ...
This post originally appeared on Social Media Week. Did you know that most ads have an average click-through rate of only 0.06 percent? I don’t know about you, but that doesn’t seem like a good conversion rate for your hard-spent money. An area where we’re not seeing these kinds of rates of decline is influencer marketing.
During a normal year, we’d be talking about Super Bowl commercials. Which beer company will objectify women? Which forgotten ’80s actor will endorse a smartphone and jar some bizarre childhood memories? Who exactly is J.D. Power, and why does he have associates? But this is not a normal year. After only one month, it’s already the year of alternative facts, fear, chaos, intimidation, and denial.
Say you’re walking on the sidewalk, minding your own business on the way back from lunch, when you lock eyes with a street canvasser. The canvasser, dressed in some ill-fitting mesh vest and a visor, gets ready to sell you on a good cause. You want to support the cause, but you also hate the intrusion of the hard sell and don’t want to give away your personal information.
Every night, when I come home from work, I walk by a little billboard in the Hoboken PATH station that makes me gnash my teeth. It’s an ad for a yoga studio. I’ve seen two variations, one for men and one for women. The billboard meant for women contains 15 words of copy: “I am a sister. I am a runner. I am authentic. I do hot yoga.
According to Forbes, 93 percent of B2B marketers claim content marketing drives more leads than traditional marketing. Why? Because content gives marketers the opportunity to have a voice and help their potential customers solve pressing issues. However, simply publishing an insightful blog post isn’t enough to generate leads or revenue.
Last January, a potentially wise man predicted that the smartest brands would publish fewer stories in 2016, putting more of an emphasis on larger editorial projects rather than churning out 600-word blog posts. Did that come true? Sort of. Beckon, a marketing data firm, found that 5 percent of all branded content gets 90 percent of attention. (That’s a stat you’re going to hear a lot in 2017.
This year’s top content marketing covered topics like dating, science, politics, mascara, Ryan Reynolds, trap music, and anthropomorphic breakfast food. While some brands fell back on conventional marketing—the average TV commercial, the basic how-to article, the microsite that only 12 people visit—these companies cut through the noise by taking calculated risks.
Today, plenty of brands and publishers have content studios. But when The New York Times launched T Brand Studio, its native ad shop, a few years ago, the content marketing space still had that new car smell. The Gray Lady took a big risk investing in a new model that blended editorial creativity with marketing. Thus far, that risk has paid off.
“I basically ignored press releases and focused one hundred percent on storytelling. My stories have real protagonists who are trying to solve real problems and reach real outcomes. ” That’s Tomas Kellner, editor-in-chief of GE Reports, explaining his content marketing approach in early 2015. While most companies were just warming up to the idea of storytelling, Kellner and GE ...
Last Monday, I shut off the presidential debate after 28 minutes. I was looking for an excuse to go for a jog that night, and after hearing Donald Trump say a word that sounded like “bigly”—more on that later—I put on my Nikes. I figured I’d have plenty of time to catch up on all the shimmies, sniffles, and sound bites over the next 24 hours.
I took my first journalism class freshman year of high school, back in 2004. Before students could write for the school paper, which came out in print once a month and didn’t exist online, they had to learn about the principles of reporting, then pass a test on the information. I passed on the first try, but more than a decade later, I’ve forgotten most of what we had to study.
Every social network has a personality. Twitter is for the clever individual trying to turn current events into a punchline. Facebook is for the opinionated person who overshares details about private life. Instagram is for those who want to filter their lives through indulgence. But LinkedIn? That’s where users go to be boring. As the internet’s corporate rolodex, LinkedIn gets the job done.
Most lead generation training programs start with discovery, one of the most basic tenets of sales. But how far can a marketer dig into discovery questions before going too far? Forms with only three fields have a 25 percent conversion rate, but that rate drops to 15 percent for forms with six or more fields.
There are marketers out there who would sell their vital organs if it meant they could get inside a millennial’s brain. After all, who needs a kidney when you can seduce millions of young people to pay for your bespoke financial services? But therein lies the problem—some marketers see everyone born between 1980 and 2000 as the same person. We’re not. Because there ...
Written by Aaron Taube One of the hardest parts of content marketing is creating work that resonates with a wide audience and stays true to your brand. Producing a viral hit is nice, but it won’t do much good if it’s totally irrelevant or, worse, antithetical to what your company stands for. Perhaps no piece of content marketing did a better job of combining resonance and rel ...
Can a couple of books land on a marketer’s desk at the right time and change the destiny of an entire marketing department? Based on my experience, the answer is yes. As I was ready to become the VP of marketing integration of the IT Division at Schneider Electric, a global company that specializes in solutions for data centers and critical power products, I had a clear object ...
Three years ago, I sat in a sleek startup office as the co-founders of Rap Genius told me about their master plan for taking over the internet. Rap Genius—now known as Genius—was one of the hottest new tech companies at the time, with big funding, pop culture relevance, and co-founders eager to get headlines, good or bad.
When most athletes announce their retirements, they wipe away tears during a press conference and answer banal questions from beat reporters. When Los Angeles Lakers star Kobe Bryant told the world he was going to hang up his Nikes for good, he wrote a poem. What’s more noteworthy than the quality of Bryant’s free verse is where the poem was published: on The Players’ Tribune, ...
The best headline ever written is “Headless Body in Topless Bar.” It appeared on the front page of the New York Post in 1983—simple, symmetrical, and intriguing. Five words that tell a story but still compel you to find out more. Today, you’d probably never see that headline, at least not online. Most publishers now favor either conversational titles or listicles, ideally with ...