Today’s consumers know a sales pitch when they hear it. Traditional marketing is no longer enough. Learn what Content Marketing is (and what it isn’t). Get the knowledge you need to create content that’s useful, relevant and drives sales.
When analyzing any product, there are several important criteria to consider such as its design, materials used, construction techniques, production process, ergonomics, aesthetics, intended function, finish, cost, safety aspects, quantity produced, and how it fits the target market and complies with relevant regulations. Specifically for the Dyson DC03 vacuum cleaner, key points that make it effective include its contemporary design, easy-to-empty and see-through waste container, removable and washable filters, flexible hose and accessible tools, ability to fold flat, self-ratcheting drive belt, use of color-coding, easily removable pipe unit, base flap valve, comfortable handle, and high efficiency even after years of heavy use
Ruben Quinones, Director of New Media, gave a presentation on social media for B2B companies. He discussed why businesses fail with social media, including assuming it is for direct response, underestimating the time investment required, and failing to produce enough content. He also outlined benefits for B2B providers, such as influencing search results, customer service and communication, and monitoring brands and competitors. Quinones emphasized the importance of an online presence and leveraging offline efforts through social media.
assignment 1 of my internship under prof. Sameer Mathur IIM lucknow. marketing excellence of cisco a mini case study from marketing management Philip Kotler & Kevin Keller.
Storytelling can be a powerful marketing strategy. Learn how to craft engaging, authentic stories that go beyond a sales pitch and connect with your customers – and potential customers – on an emotional level.
In this presentation, we discuss how to compete for customer loyalty in a world where businesses face intense global competition and consumers have information at their fingertips 24/7, which leads to commoditization and downward pricing pressure.
In this slide we cover 3 topics:
1) Fall of Product-Centric Differentiation and Rise of Customer Experience Differentiation
2) How to optimize the Customer Experience with examples from Walgreens, Mattel, and SeatGeek
3) A deep dive into Oscar Health Insurance, an industry that has seen some of the least customer experience innovation
The document discusses how premium packaging experiences can improve customer experience and drive repeat purchases for online merchants. It notes that 40% of consumers are likely to make repeat purchases from merchants that offer premium packaging. The document advocates for merchants to stand out from competitors by creating unique, surprising packaging that sparks conversation and drives distribution. It also emphasizes that packaging plays a key role in the "unbox therapy" experience of receiving an online order.
When analyzing any product, there are several important criteria to consider such as its design, materials used, construction techniques, production process, ergonomics, aesthetics, intended function, finish, cost, safety aspects, quantity produced, and how it fits the target market and complies with relevant regulations. Specifically for the Dyson DC03 vacuum cleaner, key points that make it effective include its contemporary design, easy-to-empty and see-through waste container, removable and washable filters, flexible hose and accessible tools, ability to fold flat, self-ratcheting drive belt, use of color-coding, easily removable pipe unit, base flap valve, comfortable handle, and high efficiency even after years of heavy use
Ruben Quinones, Director of New Media, gave a presentation on social media for B2B companies. He discussed why businesses fail with social media, including assuming it is for direct response, underestimating the time investment required, and failing to produce enough content. He also outlined benefits for B2B providers, such as influencing search results, customer service and communication, and monitoring brands and competitors. Quinones emphasized the importance of an online presence and leveraging offline efforts through social media.
assignment 1 of my internship under prof. Sameer Mathur IIM lucknow. marketing excellence of cisco a mini case study from marketing management Philip Kotler & Kevin Keller.
Storytelling can be a powerful marketing strategy. Learn how to craft engaging, authentic stories that go beyond a sales pitch and connect with your customers – and potential customers – on an emotional level.
In this presentation, we discuss how to compete for customer loyalty in a world where businesses face intense global competition and consumers have information at their fingertips 24/7, which leads to commoditization and downward pricing pressure.
In this slide we cover 3 topics:
1) Fall of Product-Centric Differentiation and Rise of Customer Experience Differentiation
2) How to optimize the Customer Experience with examples from Walgreens, Mattel, and SeatGeek
3) A deep dive into Oscar Health Insurance, an industry that has seen some of the least customer experience innovation
The document discusses how premium packaging experiences can improve customer experience and drive repeat purchases for online merchants. It notes that 40% of consumers are likely to make repeat purchases from merchants that offer premium packaging. The document advocates for merchants to stand out from competitors by creating unique, surprising packaging that sparks conversation and drives distribution. It also emphasizes that packaging plays a key role in the "unbox therapy" experience of receiving an online order.
From Subreddits To Search: Maximizing Your Brand's Impact On RedditSearch Engine Journal
The search landscape is undergoing a seismic shift, and Reddit is at the epicenter. Google's Helpful Content Update and its $60 million deal with Reddit, coupled with OpenAI's partnership, have catapulted Reddit's real-time content to unprecedented heights.
Check out this insightful webinar exploring the newfound importance of Reddit in the digital marketing landscape. Learn how these changes make Reddit an essential platform for getting your brand and content in front of evolving search audiences.
You’ll hear:
- The evolution of Reddit as a major influencer on SERPS over the years.
- The impact of recent changes and partnerships on Reddit’s place in search.
- A comprehensive look at Reddit, how it works, and how to approach it.
- Unique engagement opportunities presented by Reddit.
With Brent Csutoras, a Reddit expert with over 18 years of experience on the platform, we’ll delve into the intricacies of Reddit's communities, known as Subreddits, and how to leverage their power without compromising authenticity or violating community guidelines in the age of AI-driven search experiences.
Don't miss this opportunity to stay ahead of the curve and leverage Reddit for your brand's success.
Mindfulness Techniques Cultivating Calm in a Chaotic World.pptxelizabethella096
In today’s fast-paced world, stress and anxiety have become common companions for many. With constant connectivity and an unending stream of information, finding moments of peace can seem like an insurmountable challenge. However, mindfulness techniques offer a beacon of calm amidst the chaos, helping individuals to center themselves and find balance. These practices, rooted in ancient traditions and supported by modern science, are accessible to everyone and can profoundly impact mental and emotional well-being.
From Hope to Despair The Top 10 Reasons Businesses Ditch SEO Tactics.pptxBoston SEO Services
From Hope to Despair: The Top 10 Reasons Businesses Ditch SEO Tactics
Are you tired of seeing your business's online visibility plummet from hope to despair? When it comes to SEO tactics, many businesses find themselves grappling with challenges that lead them to abandon their strategies altogether. In a digital landscape that's constantly evolving, staying on top of SEO best practices is crucial to maintaining a competitive edge.
In this blog, we delve deep into the top 10 reasons why businesses ditch SEO tactics, uncovering the pain points that may resonate with you:
1. Algorithm Changes: The ever-changing algorithms can leave businesses feeling like they're chasing a moving target. Search engines like Google frequently update their algorithms to improve user experience and provide more relevant search results. However, these updates can significantly impact your website's visibility and ranking if you're not prepared.
2. Lack of Results: Investing time and resources without seeing tangible results can be disheartening. The absence of immediate results often leads businesses to lose faith in their SEO strategies. It's important to remember that SEO is a long-term game that requires patience and consistent effort.
3. Technical Challenges: From site speed issues to complex metadata implementation, technical hurdles can be daunting. Overcoming these challenges is crucial for SEO success, as technical issues can hinder your website's performance and user experience.
4. Keyword Competition: Fierce competition for top keywords can make it hard to rank effectively. Businesses often struggle to find the right balance between targeting high-traffic keywords and finding less competitive, niche keywords that can still drive significant traffic.
5. Lack of Understanding of SEO Basics: Many businesses dive into the complex world of SEO without fully grasping the fundamental principles. This lack of understanding can lead to several issues:
Keyword Awareness: Failing to recognize the importance of keyword research and targeting the right keywords in content.
On-Page Optimization: Ignorance regarding crucial on-page elements such as meta tags, headers, and content structure.
Technical SEO Best Practices: Overlooking essential aspects like site speed, mobile responsiveness, and crawlability.
Backlinks: Not understanding the value of high-quality backlinks from reputable sources.
Analytics: Failing to track and analyze data prevents businesses from optimizing their SEO efforts effectively.
6. Unrealistic Expectations and Timeframe: Entrepreneurs often fall prey to the allure of quick fixes and overnight success. Unrealistic expectations can overshadow the reality of the time and effort needed to see tangible results in the highly competitive digital landscape. SEO is a long-term strategy, and setting realistic goals is crucial for success.
#SEO #DigitalMarketing #BusinessGrowth #OnlineVisibility #SEOChallenges #BostonSEO
Top Strategies for Building High-Quality Backlinks in 2024 PPT.pdf1Solutions Pvt. Ltd.
As we move into 2024, the methods for building high-quality backlinks continue to evolve, demanding more sophisticated and strategic approaches. This presentation aims to explore the latest trends and proven strategies for acquiring high-quality backlinks that can elevate your SEO efforts.
Visit:- https://www.1solutions.biz/link-building-packages/
Unlock the secrets to creating a standout trade show booth with our comprehensive guide from Blue Atlas Marketing! This presentation is packed with essential tips and innovative strategies to ensure your booth attracts attention, engages visitors, and drives business success. Whether you're a seasoned exhibitor or a first-timer, these expert insights will help you maximize your impact and make a memorable impression in a crowded exhibition hall. Learn how to:
Design an eye-catching and inviting booth
Incorporate interactive elements that engage visitors
Use effective branding and visuals to reinforce your message
Plan your booth layout for maximum traffic flow
Implement technology to enhance the visitor experience
Create memorable experiences that leave a lasting impression
Transform your trade show presence with these proven tactics and ensure your booth stands out from the competition. Download the PDF now and start planning your next successful exhibit!
Mastering Local SEO for Service Businesses in the AI Era"" is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
Efficient Website Management for Digital Marketing ProsLauren Polinsky
Learn how to optimize website projects, leverage SEO tactics effectively, and implement product-led marketing approaches for enhanced digital presence and ROI.
This session is your key to unlocking the secrets of successful digital marketing campaigns and maximizing your business's online potential.
Actionable tactics you can apply after this session:
- Streamlined Website Management: Discover techniques to streamline website development, manage day-to-day operations efficiently, and ensure smooth project execution.
- Effective SEO Practices: Gain valuable insights into optimizing your website for search engines, improving visibility, and driving organic traffic to your digital assets.
- Leverage Product-Led Marketing: Explore strategies for incorporating product-led marketing principles into your digital marketing efforts, enhancing user engagement and driving conversions.
Don't miss out on this opportunity to elevate your digital marketing game and achieve tangible results!
AI Best Practices for Marketing HUG June 2024Amanda Farrell
During this presentation, the Nextiny marketing team reviews best practices when adopting generative AI into content creation. Join our HUG community to register for more events https://events.hubspot.com/sarasota/
Build marketing products across the customer journey to grow your business and build a relationship with your customer. For example you can build graders, calculators, quizzes, recommendations, chatbots or AR apps. Things like Hubspot's free marketing grader, Moz's site analyzer, VenturePact's mobile app cost calculator, new york times's dialect quiz, Ikea's AR app, L'Oreal's AR app and Nike's fitness apps. All of these examples are free tools that help drive engagement with your brand, build an audience and generate leads for your core business by adding value to a customer during a micro-moment.
Key Takeaways:
Learn how to use specific GPTs to help you Learn how to build your own marketing tools
Generate marketing ideas for your business How to think through and use AI in marketing
How AI changes the marketing game
Capstone Project: Luxury Handloom Saree Brand
As part of my college project, I applied my learning in brand strategy to create a comprehensive project for a luxury handloom saree brand. Key aspects of this project included:
- *Competitor Analysis:* Conducted in-depth competitor analysis to identify market position and differentiation opportunities.
- *Target Audience:* Defined and segmented the target audience to tailor brand messages effectively.
- *Brand Strategy:* Developed a detailed brand strategy to enhance market presence and appeal.
- *Brand Perception:* Analyzed and shaped the brand perception to align with luxury and heritage values.
- *Brand Ladder:* Created a brand ladder to outline the brand's core values, benefits, and attributes.
- *Brand Architecture:* Established a cohesive brand architecture to ensure consistency across all brand touchpoints.
This project helped me gain practical experience in brand strategy, from research and analysis to strategic planning and implementation.
In the face of the news of Google beginning to remove cookies from Chrome (30m users at the time of writing), there’s no longer time for marketers to throw their hands up and say “I didn’t know” or “They won’t go through with it”. Reality check - it has already begun - the time to take action is now. The good news is that there are solutions available and ready for adoption… but for many the race to catch up to the modern internet risks being a messy, confusing scramble to get back to "normal"
Did you know that while 50% of content on the internet is in English, English only makes up 26% of the world’s spoken language? And yet 87% of customers won’t buy from an English only website.
Uncover the immense potential of communicating with customers in their own language and learn how translation holds the key to unlocking global growth. Join Smartling CEO, Bryan Murphy, as he reveals how translation software can streamline the translation process and seamlessly integrate into your martech stack for optimal efficiency. And that's not all – he’ll also share some inspiring success stories and practical tips that will turbocharge your multilingual marketing efforts!
Key takeaways:
1. The growth potential of reaching customers in their native language
2. Tips to streamline translation with software and integrations to your tech stack
3. Success stories from companies that have increased lead generation, doubled revenue, and more with translation
We’ve entered a new era in digital. Search and AI are colliding, in more ways than one. And they all have major implications for marketers.
• SEOs now use AI to optimize content.
• Google now uses AI to generate answers.
• Users are skipping search completely. They can now use AI to get answers. So AI has changed everything …or maybe not. Our audience hasn’t changed. Their information needs haven’t changed. Their perception of quality hasn’t changed. In reality, the most important things haven’t changed at all. In this session, you’ll learn the impact of AI. And you’ll learn ways that AI can make us better at the classic challenges: getting discovered, connecting through content and staying top of mind with the people who matter most. We’ll use timely tools to rebuild timeless foundations. We’ll do better basics, but with the most advanced techniques. Andy will share a set of frameworks, prompts and techniques for better digital basics, using the latest tools of today. And in the end, Andy will consider - in a brief glimpse - what might be the biggest change of all, and how to expand your footprint in the new digital landscape.
Key Takeaways:
How to use AI to optimize your content
How to find topics that algorithms love
How to get AI to mention your content and your brand
2024 State of Marketing Report – by HubspotMarius Sescu
https://www.hubspot.com/state-of-marketing
· Scaling relationships and proving ROI
· Social media is the place for search, sales, and service
· Authentic influencer partnerships fuel brand growth
· The strongest connections happen via call, click, chat, and camera.
· Time saved with AI leads to more creative work
· Seeking: A single source of truth
· TLDR; Get on social, try AI, and align your systems.
· More human marketing, powered by robots
ChatGPT is a revolutionary addition to the world since its introduction in 2022. A big shift in the sector of information gathering and processing happened because of this chatbot. What is the story of ChatGPT? How is the bot responding to prompts and generating contents? Swipe through these slides prepared by Expeed Software, a web development company regarding the development and technical intricacies of ChatGPT!
From Subreddits To Search: Maximizing Your Brand's Impact On RedditSearch Engine Journal
The search landscape is undergoing a seismic shift, and Reddit is at the epicenter. Google's Helpful Content Update and its $60 million deal with Reddit, coupled with OpenAI's partnership, have catapulted Reddit's real-time content to unprecedented heights.
Check out this insightful webinar exploring the newfound importance of Reddit in the digital marketing landscape. Learn how these changes make Reddit an essential platform for getting your brand and content in front of evolving search audiences.
You’ll hear:
- The evolution of Reddit as a major influencer on SERPS over the years.
- The impact of recent changes and partnerships on Reddit’s place in search.
- A comprehensive look at Reddit, how it works, and how to approach it.
- Unique engagement opportunities presented by Reddit.
With Brent Csutoras, a Reddit expert with over 18 years of experience on the platform, we’ll delve into the intricacies of Reddit's communities, known as Subreddits, and how to leverage their power without compromising authenticity or violating community guidelines in the age of AI-driven search experiences.
Don't miss this opportunity to stay ahead of the curve and leverage Reddit for your brand's success.
Mindfulness Techniques Cultivating Calm in a Chaotic World.pptxelizabethella096
In today’s fast-paced world, stress and anxiety have become common companions for many. With constant connectivity and an unending stream of information, finding moments of peace can seem like an insurmountable challenge. However, mindfulness techniques offer a beacon of calm amidst the chaos, helping individuals to center themselves and find balance. These practices, rooted in ancient traditions and supported by modern science, are accessible to everyone and can profoundly impact mental and emotional well-being.
From Hope to Despair The Top 10 Reasons Businesses Ditch SEO Tactics.pptxBoston SEO Services
From Hope to Despair: The Top 10 Reasons Businesses Ditch SEO Tactics
Are you tired of seeing your business's online visibility plummet from hope to despair? When it comes to SEO tactics, many businesses find themselves grappling with challenges that lead them to abandon their strategies altogether. In a digital landscape that's constantly evolving, staying on top of SEO best practices is crucial to maintaining a competitive edge.
In this blog, we delve deep into the top 10 reasons why businesses ditch SEO tactics, uncovering the pain points that may resonate with you:
1. Algorithm Changes: The ever-changing algorithms can leave businesses feeling like they're chasing a moving target. Search engines like Google frequently update their algorithms to improve user experience and provide more relevant search results. However, these updates can significantly impact your website's visibility and ranking if you're not prepared.
2. Lack of Results: Investing time and resources without seeing tangible results can be disheartening. The absence of immediate results often leads businesses to lose faith in their SEO strategies. It's important to remember that SEO is a long-term game that requires patience and consistent effort.
3. Technical Challenges: From site speed issues to complex metadata implementation, technical hurdles can be daunting. Overcoming these challenges is crucial for SEO success, as technical issues can hinder your website's performance and user experience.
4. Keyword Competition: Fierce competition for top keywords can make it hard to rank effectively. Businesses often struggle to find the right balance between targeting high-traffic keywords and finding less competitive, niche keywords that can still drive significant traffic.
5. Lack of Understanding of SEO Basics: Many businesses dive into the complex world of SEO without fully grasping the fundamental principles. This lack of understanding can lead to several issues:
Keyword Awareness: Failing to recognize the importance of keyword research and targeting the right keywords in content.
On-Page Optimization: Ignorance regarding crucial on-page elements such as meta tags, headers, and content structure.
Technical SEO Best Practices: Overlooking essential aspects like site speed, mobile responsiveness, and crawlability.
Backlinks: Not understanding the value of high-quality backlinks from reputable sources.
Analytics: Failing to track and analyze data prevents businesses from optimizing their SEO efforts effectively.
6. Unrealistic Expectations and Timeframe: Entrepreneurs often fall prey to the allure of quick fixes and overnight success. Unrealistic expectations can overshadow the reality of the time and effort needed to see tangible results in the highly competitive digital landscape. SEO is a long-term strategy, and setting realistic goals is crucial for success.
#SEO #DigitalMarketing #BusinessGrowth #OnlineVisibility #SEOChallenges #BostonSEO
Top Strategies for Building High-Quality Backlinks in 2024 PPT.pdf1Solutions Pvt. Ltd.
As we move into 2024, the methods for building high-quality backlinks continue to evolve, demanding more sophisticated and strategic approaches. This presentation aims to explore the latest trends and proven strategies for acquiring high-quality backlinks that can elevate your SEO efforts.
Visit:- https://www.1solutions.biz/link-building-packages/
Unlock the secrets to creating a standout trade show booth with our comprehensive guide from Blue Atlas Marketing! This presentation is packed with essential tips and innovative strategies to ensure your booth attracts attention, engages visitors, and drives business success. Whether you're a seasoned exhibitor or a first-timer, these expert insights will help you maximize your impact and make a memorable impression in a crowded exhibition hall. Learn how to:
Design an eye-catching and inviting booth
Incorporate interactive elements that engage visitors
Use effective branding and visuals to reinforce your message
Plan your booth layout for maximum traffic flow
Implement technology to enhance the visitor experience
Create memorable experiences that leave a lasting impression
Transform your trade show presence with these proven tactics and ensure your booth stands out from the competition. Download the PDF now and start planning your next successful exhibit!
Mastering Local SEO for Service Businesses in the AI Era"" is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
Efficient Website Management for Digital Marketing ProsLauren Polinsky
Learn how to optimize website projects, leverage SEO tactics effectively, and implement product-led marketing approaches for enhanced digital presence and ROI.
This session is your key to unlocking the secrets of successful digital marketing campaigns and maximizing your business's online potential.
Actionable tactics you can apply after this session:
- Streamlined Website Management: Discover techniques to streamline website development, manage day-to-day operations efficiently, and ensure smooth project execution.
- Effective SEO Practices: Gain valuable insights into optimizing your website for search engines, improving visibility, and driving organic traffic to your digital assets.
- Leverage Product-Led Marketing: Explore strategies for incorporating product-led marketing principles into your digital marketing efforts, enhancing user engagement and driving conversions.
Don't miss out on this opportunity to elevate your digital marketing game and achieve tangible results!
AI Best Practices for Marketing HUG June 2024Amanda Farrell
During this presentation, the Nextiny marketing team reviews best practices when adopting generative AI into content creation. Join our HUG community to register for more events https://events.hubspot.com/sarasota/
Build marketing products across the customer journey to grow your business and build a relationship with your customer. For example you can build graders, calculators, quizzes, recommendations, chatbots or AR apps. Things like Hubspot's free marketing grader, Moz's site analyzer, VenturePact's mobile app cost calculator, new york times's dialect quiz, Ikea's AR app, L'Oreal's AR app and Nike's fitness apps. All of these examples are free tools that help drive engagement with your brand, build an audience and generate leads for your core business by adding value to a customer during a micro-moment.
Key Takeaways:
Learn how to use specific GPTs to help you Learn how to build your own marketing tools
Generate marketing ideas for your business How to think through and use AI in marketing
How AI changes the marketing game
Capstone Project: Luxury Handloom Saree Brand
As part of my college project, I applied my learning in brand strategy to create a comprehensive project for a luxury handloom saree brand. Key aspects of this project included:
- *Competitor Analysis:* Conducted in-depth competitor analysis to identify market position and differentiation opportunities.
- *Target Audience:* Defined and segmented the target audience to tailor brand messages effectively.
- *Brand Strategy:* Developed a detailed brand strategy to enhance market presence and appeal.
- *Brand Perception:* Analyzed and shaped the brand perception to align with luxury and heritage values.
- *Brand Ladder:* Created a brand ladder to outline the brand's core values, benefits, and attributes.
- *Brand Architecture:* Established a cohesive brand architecture to ensure consistency across all brand touchpoints.
This project helped me gain practical experience in brand strategy, from research and analysis to strategic planning and implementation.
In the face of the news of Google beginning to remove cookies from Chrome (30m users at the time of writing), there’s no longer time for marketers to throw their hands up and say “I didn’t know” or “They won’t go through with it”. Reality check - it has already begun - the time to take action is now. The good news is that there are solutions available and ready for adoption… but for many the race to catch up to the modern internet risks being a messy, confusing scramble to get back to "normal"
Did you know that while 50% of content on the internet is in English, English only makes up 26% of the world’s spoken language? And yet 87% of customers won’t buy from an English only website.
Uncover the immense potential of communicating with customers in their own language and learn how translation holds the key to unlocking global growth. Join Smartling CEO, Bryan Murphy, as he reveals how translation software can streamline the translation process and seamlessly integrate into your martech stack for optimal efficiency. And that's not all – he’ll also share some inspiring success stories and practical tips that will turbocharge your multilingual marketing efforts!
Key takeaways:
1. The growth potential of reaching customers in their native language
2. Tips to streamline translation with software and integrations to your tech stack
3. Success stories from companies that have increased lead generation, doubled revenue, and more with translation
We’ve entered a new era in digital. Search and AI are colliding, in more ways than one. And they all have major implications for marketers.
• SEOs now use AI to optimize content.
• Google now uses AI to generate answers.
• Users are skipping search completely. They can now use AI to get answers. So AI has changed everything …or maybe not. Our audience hasn’t changed. Their information needs haven’t changed. Their perception of quality hasn’t changed. In reality, the most important things haven’t changed at all. In this session, you’ll learn the impact of AI. And you’ll learn ways that AI can make us better at the classic challenges: getting discovered, connecting through content and staying top of mind with the people who matter most. We’ll use timely tools to rebuild timeless foundations. We’ll do better basics, but with the most advanced techniques. Andy will share a set of frameworks, prompts and techniques for better digital basics, using the latest tools of today. And in the end, Andy will consider - in a brief glimpse - what might be the biggest change of all, and how to expand your footprint in the new digital landscape.
Key Takeaways:
How to use AI to optimize your content
How to find topics that algorithms love
How to get AI to mention your content and your brand
2024 State of Marketing Report – by HubspotMarius Sescu
https://www.hubspot.com/state-of-marketing
· Scaling relationships and proving ROI
· Social media is the place for search, sales, and service
· Authentic influencer partnerships fuel brand growth
· The strongest connections happen via call, click, chat, and camera.
· Time saved with AI leads to more creative work
· Seeking: A single source of truth
· TLDR; Get on social, try AI, and align your systems.
· More human marketing, powered by robots
ChatGPT is a revolutionary addition to the world since its introduction in 2022. A big shift in the sector of information gathering and processing happened because of this chatbot. What is the story of ChatGPT? How is the bot responding to prompts and generating contents? Swipe through these slides prepared by Expeed Software, a web development company regarding the development and technical intricacies of ChatGPT!
Product Design Trends in 2024 | Teenage EngineeringsPixeldarts
The realm of product design is a constantly changing environment where technology and style intersect. Every year introduces fresh challenges and exciting trends that mold the future of this captivating art form. In this piece, we delve into the significant trends set to influence the look and functionality of product design in the year 2024.
How Race, Age and Gender Shape Attitudes Towards Mental HealthThinkNow
Mental health has been in the news quite a bit lately. Dozens of U.S. states are currently suing Meta for contributing to the youth mental health crisis by inserting addictive features into their products, while the U.S. Surgeon General is touring the nation to bring awareness to the growing epidemic of loneliness and isolation. The country has endured periods of low national morale, such as in the 1970s when high inflation and the energy crisis worsened public sentiment following the Vietnam War. The current mood, however, feels different. Gallup recently reported that national mental health is at an all-time low, with few bright spots to lift spirits.
To better understand how Americans are feeling and their attitudes towards mental health in general, ThinkNow conducted a nationally representative quantitative survey of 1,500 respondents and found some interesting differences among ethnic, age and gender groups.
Technology
For example, 52% agree that technology and social media have a negative impact on mental health, but when broken out by race, 61% of Whites felt technology had a negative effect, and only 48% of Hispanics thought it did.
While technology has helped us keep in touch with friends and family in faraway places, it appears to have degraded our ability to connect in person. Staying connected online is a double-edged sword since the same news feed that brings us pictures of the grandkids and fluffy kittens also feeds us news about the wars in Israel and Ukraine, the dysfunction in Washington, the latest mass shooting and the climate crisis.
Hispanics may have a built-in defense against the isolation technology breeds, owing to their large, multigenerational households, strong social support systems, and tendency to use social media to stay connected with relatives abroad.
Age and Gender
When asked how individuals rate their mental health, men rate it higher than women by 11 percentage points, and Baby Boomers rank it highest at 83%, saying it’s good or excellent vs. 57% of Gen Z saying the same.
Gen Z spends the most amount of time on social media, so the notion that social media negatively affects mental health appears to be correlated. Unfortunately, Gen Z is also the generation that’s least comfortable discussing mental health concerns with healthcare professionals. Only 40% of them state they’re comfortable discussing their issues with a professional compared to 60% of Millennials and 65% of Boomers.
Race Affects Attitudes
As seen in previous research conducted by ThinkNow, Asian Americans lag other groups when it comes to awareness of mental health issues. Twenty-four percent of Asian Americans believe that having a mental health issue is a sign of weakness compared to the 16% average for all groups. Asians are also considerably less likely to be aware of mental health services in their communities (42% vs. 55%) and most likely to seek out information on social media (51% vs. 35%).
AI Trends in Creative Operations 2024 by Artwork Flow.pdfmarketingartwork
Creative operations teams expect increased AI use in 2024. Currently, over half of tasks are not AI-enabled, but this is expected to decrease in the coming year. ChatGPT is the most popular AI tool currently. Business leaders are more actively exploring AI benefits than individual contributors. Most respondents do not believe AI will impact workforce size in 2024. However, some inhibitions still exist around AI accuracy and lack of understanding. Creatives primarily want to use AI to save time on mundane tasks and boost productivity.
Organizational culture includes values, norms, systems, symbols, language, assumptions, beliefs, and habits that influence employee behaviors and how people interpret those behaviors. It is important because culture can help or hinder a company's success. Some key aspects of Netflix's culture that help it achieve results include hiring smartly so every position has stars, focusing on attitude over just aptitude, and having a strict policy against peacocks, whiners, and jerks.
PEPSICO Presentation to CAGNY Conference Feb 2024Neil Kimberley
PepsiCo provided a safe harbor statement noting that any forward-looking statements are based on currently available information and are subject to risks and uncertainties. It also provided information on non-GAAP measures and directing readers to its website for disclosure and reconciliation. The document then discussed PepsiCo's business overview, including that it is a global beverage and convenient food company with iconic brands, $91 billion in net revenue in 2023, and nearly $14 billion in core operating profit. It operates through a divisional structure with a focus on local consumers.
Content Methodology: A Best Practices Report (Webinar)contently
This document provides an overview of content methodology best practices. It defines content methodology as establishing objectives, KPIs, and a culture of continuous learning and iteration. An effective methodology focuses on connecting with audiences, creating optimal content, and optimizing processes. It also discusses why a methodology is needed due to the competitive landscape, proliferation of channels, and opportunities for improvement. Components of an effective methodology include defining objectives and KPIs, audience analysis, identifying opportunities, and evaluating resources. The document concludes with recommendations around creating a content plan, testing and optimizing content over 90 days.
How to Prepare For a Successful Job Search for 2024Albert Qian
The document provides guidance on preparing a job search for 2024. It discusses the state of the job market, focusing on growth in AI and healthcare but also continued layoffs. It recommends figuring out what you want to do by researching interests and skills, then conducting informational interviews. The job search should involve building a personal brand on LinkedIn, actively applying to jobs, tailoring resumes and interviews, maintaining job hunting as a habit, and continuing self-improvement. Once hired, the document advises setting new goals and keeping skills and networking active in case of future opportunities.
A report by thenetworkone and Kurio.
The contributing experts and agencies are (in an alphabetical order): Sylwia Rytel, Social Media Supervisor, 180heartbeats + JUNG v MATT (PL), Sharlene Jenner, Vice President - Director of Engagement Strategy, Abelson Taylor (USA), Alex Casanovas, Digital Director, Atrevia (ES), Dora Beilin, Senior Social Strategist, Barrett Hoffher (USA), Min Seo, Campaign Director, Brand New Agency (KR), Deshé M. Gully, Associate Strategist, Day One Agency (USA), Francesca Trevisan, Strategist, Different (IT), Trevor Crossman, CX and Digital Transformation Director; Olivia Hussey, Strategic Planner; Simi Srinarula, Social Media Manager, The Hallway (AUS), James Hebbert, Managing Director, Hylink (CN / UK), Mundy Álvarez, Planning Director; Pedro Rojas, Social Media Manager; Pancho González, CCO, Inbrax (CH), Oana Oprea, Head of Digital Planning, Jam Session Agency (RO), Amy Bottrill, Social Account Director, Launch (UK), Gaby Arriaga, Founder, Leonardo1452 (MX), Shantesh S Row, Creative Director, Liwa (UAE), Rajesh Mehta, Chief Strategy Officer; Dhruv Gaur, Digital Planning Lead; Leonie Mergulhao, Account Supervisor - Social Media & PR, Medulla (IN), Aurelija Plioplytė, Head of Digital & Social, Not Perfect (LI), Daiana Khaidargaliyeva, Account Manager, Osaka Labs (UK / USA), Stefanie Söhnchen, Vice President Digital, PIABO Communications (DE), Elisabeth Winiartati, Managing Consultant, Head of Global Integrated Communications; Lydia Aprina, Account Manager, Integrated Marketing and Communications; Nita Prabowo, Account Manager, Integrated Marketing and Communications; Okhi, Web Developer, PNTR Group (ID), Kei Obusan, Insights Director; Daffi Ranandi, Insights Manager, Radarr (SG), Gautam Reghunath, Co-founder & CEO, Talented (IN), Donagh Humphreys, Head of Social and Digital Innovation, THINKHOUSE (IRE), Sarah Yim, Strategy Director, Zulu Alpha Kilo (CA).
Trends In Paid Search: Navigating The Digital Landscape In 2024Search Engine Journal
The search marketing landscape is evolving rapidly with new technologies, and professionals, like you, rely on innovative paid search strategies to meet changing demands.
It’s important that you’re ready to implement new strategies in 2024.
Check this out and learn the top trends in paid search advertising that are expected to gain traction, so you can drive higher ROI more efficiently in 2024.
You’ll learn:
- The latest trends in AI and automation, and what this means for an evolving paid search ecosystem.
- New developments in privacy and data regulation.
- Emerging ad formats that are expected to make an impact next year.
Watch Sreekant Lanka from iQuanti and Irina Klein from OneMain Financial as they dive into the future of paid search and explore the trends, strategies, and technologies that will shape the search marketing landscape.
If you’re looking to assess your paid search strategy and design an industry-aligned plan for 2024, then this webinar is for you.
5 Public speaking tips from TED - Visualized summarySpeakerHub
From their humble beginnings in 1984, TED has grown into the world’s most powerful amplifier for speakers and thought-leaders to share their ideas. They have over 2,400 filmed talks (not including the 30,000+ TEDx videos) freely available online, and have hosted over 17,500 events around the world.
With over one billion views in a year, it’s no wonder that so many speakers are looking to TED for ideas on how to share their message more effectively.
The article “5 Public-Speaking Tips TED Gives Its Speakers”, by Carmine Gallo for Forbes, gives speakers five practical ways to connect with their audience, and effectively share their ideas on stage.
Whether you are gearing up to get on a TED stage yourself, or just want to master the skills that so many of their speakers possess, these tips and quotes from Chris Anderson, the TED Talks Curator, will encourage you to make the most impactful impression on your audience.
See the full article and more summaries like this on SpeakerHub here: https://speakerhub.com/blog/5-presentation-tips-ted-gives-its-speakers
See the original article on Forbes here:
http://www.forbes.com/forbes/welcome/?toURL=http://www.forbes.com/sites/carminegallo/2016/05/06/5-public-speaking-tips-ted-gives-its-speakers/&refURL=&referrer=#5c07a8221d9b
ChatGPT and the Future of Work - Clark Boyd Clark Boyd
Everyone is in agreement that ChatGPT (and other generative AI tools) will shape the future of work. Yet there is little consensus on exactly how, when, and to what extent this technology will change our world.
Businesses that extract maximum value from ChatGPT will use it as a collaborative tool for everything from brainstorming to technical maintenance.
For individuals, now is the time to pinpoint the skills the future professional will need to thrive in the AI age.
Check out this presentation to understand what ChatGPT is, how it will shape the future of work, and how you can prepare to take advantage.
The document provides career advice for getting into the tech field, including:
- Doing projects and internships in college to build a portfolio.
- Learning about different roles and technologies through industry research.
- Contributing to open source projects to build experience and network.
- Developing a personal brand through a website and social media presence.
- Networking through events, communities, and finding a mentor.
- Practicing interviews through mock interviews and whiteboarding coding questions.
Google's Just Not That Into You: Understanding Core Updates & Search IntentLily Ray
1. Core updates from Google periodically change how its algorithms assess and rank websites and pages. This can impact rankings through shifts in user intent, site quality issues being caught up to, world events influencing queries, and overhauls to search like the E-A-T framework.
2. There are many possible user intents beyond just transactional, navigational and informational. Identifying intent shifts is important during core updates. Sites may need to optimize for new intents through different content types and sections.
3. Responding effectively to core updates requires analyzing "before and after" data to understand changes, identifying new intents or page types, and ensuring content matches appropriate intents across video, images, knowledge graphs and more.
A brief introduction to DataScience with explaining of the concepts, algorithms, machine learning, supervised and unsupervised learning, clustering, statistics, data preprocessing, real-world applications etc.
It's part of a Data Science Corner Campaign where I will be discussing the fundamentals of DataScience, AIML, Statistics etc.
Time Management & Productivity - Best PracticesVit Horky
Here's my presentation on by proven best practices how to manage your work time effectively and how to improve your productivity. It includes practical tips and how to use tools such as Slack, Google Apps, Hubspot, Google Calendar, Gmail and others.
The six step guide to practical project managementMindGenius
The six step guide to practical project management
If you think managing projects is too difficult, think again.
We’ve stripped back project management processes to the
basics – to make it quicker and easier, without sacrificing
the vital ingredients for success.
“If you’re looking for some real-world guidance, then The Six Step Guide to Practical Project Management will help.”
Dr Andrew Makar, Tactical Project Management
Beginners Guide to TikTok for Search - Rachel Pearson - We are Tilt __ Bright...
Content Marketing - Connecting With Customers On Their Terms
1. JAX Presented by JaxMarcomm w w w . J a x M a r c o m m . c o m 1
Content
Marketing
Connecting with customers
on their terms
2. JAX Presented by JaxMarcomm w w w . J a x M a r c o m m . c o m 2
3. JAX Presented by JaxMarcomm w w w . J a x M a r c o m m . c o m 3
4. JAX Presented by JaxMarcomm w w w . J a x M a r c o m m . c o m 4
5. JAX Presented by JaxMarcomm w w w . J a x M a r c o m m . c o m 5
6. JAX Presented by JaxMarcomm w w w . J a x M a r c o m m . c o m 6
BUY MY
PRODUCT!
7. JAX Presented by JaxMarcomm w w w . J a x M a r c o m m . c o m 7
8. JAX Presented by JaxMarcomm w w w . J a x M a r c o m m . c o m 8
Interruption, Push or Outbound Marketing
9. JAX Presented by JaxMarcomm w w w . J a x M a r c o m m . c o m 9
Conduct online research before they
go to a store to buy something
81%
2014 State of B2B Procurement study from the Acquity Group
10. JAX Presented by JaxMarcomm w w w . J a x M a r c o m m . c o m 10
Conduct online research before a
B2B Transaction
94%
2014 State of B2B Procurement study from the Acquity Group
11. JAX Presented by JaxMarcomm w w w . J a x M a r c o m m . c o m 11
12. JAX Presented by JaxMarcomm w w w . J a x M a r c o m m . c o m 12
NOT Authentic
NOT Specific
NOT Customized
13. JAX Presented by JaxMarcomm w w w . J a x M a r c o m m . c o m 13
One Size
NOTDoes
Fit All
14. JAX Presented by JaxMarcomm w w w . J a x M a r c o m m . c o m 14
MarketingContent
15. JAX Presented by JaxMarcomm w w w . J a x M a r c o m m . c o m 15
MarketingContent
Create valuable and relevant content for your
customer to discover, that will educate them and
help them decide to buy your product or service.
Sometimes over and over again.
16. JAX Presented by JaxMarcomm w w w . J a x M a r c o m m . c o m 16
MarketingContent
Create valuable and relevant content for your
customer to discover, that will educate them and
help them decide to buy your product or service.
Sometimes over and over again.
valuable and relevant
17. JAX Presented by JaxMarcomm w w w . J a x M a r c o m m . c o m 17
MarketingContent
valuable and relevant
ur customer,
NOT you
Time & Place:
Give them the right information
at the right time
18. JAX Presented by JaxMarcomm w w w . J a x M a r c o m m . c o m 18
MarketingContent
Create valuable and relevant content for your
customer to discover, that will educate them and
help them decide to buy your product or service.
Sometimes over and over again.
content
19. JAX Presented by JaxMarcomm w w w . J a x M a r c o m m . c o m 19
MarketingContent
content
Memes
Videos
Compar
isons
How
Tos
Case
Studies
Podcas
Whitep
apers
Present
ations
Testimo
Blogs
Webina
rs
Infogra
20. JAX Presented by JaxMarcomm w w w . J a x M a r c o m m . c o m 20
MarketingContent
Create valuable and relevant content for your
customer to discover, that will educate them and
help them decide to buy your product or service.
Sometimes over and over again.
discover
21. JAX Presented by JaxMarcomm w w w . J a x M a r c o m m . c o m 21
MarketingContent
discover
Customers are
“in-bound’
r customers
to you
22. JAX Presented by JaxMarcomm w w w . J a x M a r c o m m . c o m 22
MarketingContent
Create valuable and relevant content for your
customer to discover, that will educate them and
help them decide to buy your product or service.
Sometimes over and over again.
educate
23. JAX Presented by JaxMarcomm w w w . J a x M a r c o m m . c o m 23
MarketingContent
educate
Make your customers
smarter
24. JAX Presented by JaxMarcomm w w w . J a x M a r c o m m . c o m 24
MarketingContent
Create valuable and relevant content for your
customer to discover, that will educate them and
help them decide to buy your product or service.
Sometimes over and over again.
decide
25. JAX Presented by JaxMarcomm w w w . J a x M a r c o m m . c o m 25
MarketingContent
decide
Help customers
through the
ecision making cycle
26. JAX Presented by JaxMarcomm w w w . J a x M a r c o m m . c o m 26
MarketingContent
Create valuable and relevant content for your
customer to discover, that will educate them and
help them decide to buy your product or service.
Sometimes over and over again.over and over again
27. JAX Presented by JaxMarcomm w w w . J a x M a r c o m m . c o m 27
MarketingContent
over and over again
Building
brand loyalty
for the long haul
28. JAX Presented by JaxMarcomm w w w . J a x M a r c o m m . c o m 28
Marketing
The
Roots Of Content
29. JAX Presented by JaxMarcomm w w w . J a x M a r c o m m . c o m 29
30. JAX Presented by JaxMarcomm w w w . J a x M a r c o m m . c o m 30
31. JAX Presented by JaxMarcomm w w w . J a x M a r c o m m . c o m 31
Where To
Start? With
PROBLEM
The
32. JAX Presented by JaxMarcomm w w w . J a x M a r c o m m . c o m 32
Con
tent
Customers
Want
Content
Businesses
Create
Marketing
Content
2013, Sirius Decisions
of marketing
content goes
unused
60-70%
33. JAX Presented by JaxMarcomm w w w . J a x M a r c o m m . c o m 33
Customers’ Decision Making Journey
34. JAX Presented by JaxMarcomm w w w . J a x M a r c o m m . c o m 34
Customers’ Decision Making Journey
• Step-by-step guide
• How to choose a realtor blog
• Mini-dictionary of any confusing real estate terms
• Mortgage calculator
• Infographic showing all the steps
• Map of school districts – colored-coded by rankings
35. JAX Presented by JaxMarcomm w w w . J a x M a r c o m m . c o m 35
Customers’ Decision Making Journey
• A series of blog posts about small
space hacks – how to make the most
out of any space you have
• Videos about to make multipurpose
rooms – like office/guest room
• A long form article about condo
associations do
• A list of questions to ask the
association before you decide to buy
36. JAX Presented by JaxMarcomm w w w . J a x M a r c o m m . c o m 36
Customers’ Decision Making Journey
• Pros and cons graphic about buying fixer uppers
• Videos and photos that show before and after for inspiration
• Checklist for things to look for during inspections
• And long form articles that tackle the some of toughest
concerns for people doing renovations – like lead-based paint
or asbestos
37. JAX Presented by JaxMarcomm w w w . J a x M a r c o m m . c o m 37
WHY
WHAT
WHEN
38. JAX Presented by JaxMarcomm w w w . J a x M a r c o m m . c o m 38
HOW
To Create
Good
Content
39. JAX Presented by JaxMarcomm w w w . J a x M a r c o m m . c o m 39
3Rules For
Making
Good
Content
40. JAX Presented by JaxMarcomm w w w . J a x M a r c o m m . c o m
1
40
VisualMake
It
41. JAX Presented by JaxMarcomm w w w . J a x M a r c o m m . c o m 41
10%
80%
CMO Council
20%
42. JAX Presented by JaxMarcomm w w w . J a x M a r c o m m . c o m 42
Xerox 2014
More likely to read
content with color
80%
People are
43. JAX Presented by JaxMarcomm w w w . J a x M a r c o m m . c o m 43
is worth
A MILLION
a video
Dr. James mc Quivey
1.8
million
words
One minute of
video is equal to
A PICTURE IS WORTH
a thousand wor
44. JAX Presented by JaxMarcomm w w w . J a x M a r c o m m . c o m 44
Invisia 2016
Say videos help in
the decision process
90% of users
45. JAX Presented by JaxMarcomm w w w . J a x M a r c o m m . c o m
2
45
FoundGet
46. JAX Presented by JaxMarcomm w w w . J a x M a r c o m m . c o m 46
SEOSearch
Engine
Optimization
The way search engines work
Keywords
Results based on keywords
47. JAX Presented by JaxMarcomm w w w . J a x M a r c o m m . c o m 47
Where To Put Your Keywords
In your description</>
In your text
In your file name
48. JAX Presented by JaxMarcomm w w w . J a x M a r c o m m . c o m
3
48
ActionCall
To
49. JAX Presented by JaxMarcomm w w w . J a x M a r c o m m . c o m
DO SOMETHING!
49
Psychologist Jerome Bruner
Click HereTell Us What
Sign Up
Register Today
Buy Now
Share
Join us
Learn M
Dona
50. JAX Presented by JaxMarcomm w w w . J a x M a r c o m m . c o m 50
Other Action Items
Use A Landing Page
Capture Information
Track Performance
51. JAX Presented by JaxMarcomm w w w . J a x M a r c o m m . c o m 51
Where
Do I Put
MY
Content?
52. JAX Presented by JaxMarcomm w w w . J a x M a r c o m m . c o m 52
Finding Content A Home
Your
Website
Social
Media
Other
Sites & Social
53. JAX Presented by JaxMarcomm w w w . J a x M a r c o m m . c o m 53
QUESTIONS?
54. JAX Presented by JaxMarcomm w w w . J a x M a r c o m m . c o m 54
EXAMPLES
55. JAX Presented by JaxMarcomm w w w . J a x M a r c o m m . c o m 55
How Does
Do Street View?
56. JAX Presented by JaxMarcomm w w w . J a x M a r c o m m . c o m 56
Learn
Something
New
Everyday
57. JAX Presented by JaxMarcomm w w w . J a x M a r c o m m . c o m 57
Building a Community Of Drivers
58. JAX Presented by JaxMarcomm w w w . J a x M a r c o m m . c o m 58
59. JAX Presented by JaxMarcomm w w w . J a x M a r c o m m . c o m 59
Editor's Notes
Show of hands – who here has been to one of my presentations before?
Okay, then you might have previously seen a picture like this.
I like these types of pictures because I think it really illustrates the fundamental problem we all face in trying to market our products and services in today’s world.
Clutter.
There’re so many competing messages out there, literally in your face every day. There’s a couple of names for the types of marketing that create this clutter.
Others call it “interruption marketing”: because in order for you to notice their messages, you have to stop what you’re currently doing; you have to be interrupted.
Some people call this “push” marketing: because companies are basically pushing a message out to you.
Another name is “outbound marketing”: because you’re literally sending out your message to your customers or potential customers.
Whatever you want to call it, here are the most popular components:
Banner ads
Print ads
Billboards
TV ads
Don’t’ misunderstand me, These things can be really good tools, but not when they’re used improperly. Not when they feel invasive and annoying.
You can’t put all of your efforts into broadcasting out messages and hoping that your customers and prospects will just stop what they’re doing and pay attention.
Consider this: 81% of shoppers conduct online research before they go to a store to buy something. So, to be clear, we’re not talking about online shopping. These are people who are planning to get in their car and drive to a retail store to make a purchase – but they don’t do that until they’ve done research online.
That number goes up to 94% if you’re talking about Business-to-Business purchases. Raise your hand if you are a business that sells products or services to other businesses? 94% of the people who will eventually purchase something like what you’re selling are going to look on the internet for information before they even think about picking up the phone to call you.
So while you’re blasting out messages in newspapers or at the tops of websites, there are people who are using Google to find exactly that thing you’re selling.
But here’s the catch. They don’t want to see an ad about your price cut.
When you live with this (pic) day in and day out, you know when you’re being sold to –
and it doesn’t feel at all authentic, or specific or customized. It feels like you created one ad and expected it to apply to absolutely everyone.
And as we all know: One size pretty much never fits all.
And that brings me to the reason we’re here today. Content marketing. We’ve talked about the problem. Now we can talk about the solution.
Content marketing is a strategy not a tactic. A tactic is a thing you do once and walk away. A strategy is a process, a philosophy, a way of thinking.
This is a strategy where you create valuable and relevant content for your customer to discover, that will educate them and help them decide to buy your product or service. Sometimes over and over again.
This is my definition. You can Google it and get something similar but with more buzzwords and marketing jargon, but I seldom think that’s helpful, so I’ve created this definition in plain English because I think it’s simplest.
So, it’s easy to give a definition, what’s hard is making that definition understandable. So let’s take a minute and break this down:
Let’s start with what might be the most important part of this: valuable and relevant:
This is the key. And this doesn't mean valuable and relevant to you – this means valuable and relevant to your consumer.
And value is about more then just money. Sure, a coupon is good, but only if the customer has already decided to buy. What’s really valuable is information that the customer maybe can’t get anywhere else. Or maybe information that’s presented in a way that finally understand it.
Relevancy is about time and place. Remember all those people that are doing online research before they buy? Well, they’re going to need different types of information at different times. Let’s use the coupon example again. If they’re looking for an explanation about what your package includes, but you give them a coupon and no explanation. That coupon is irrelevant.
Content: We keep using this word. What does it mean? What’s included in “content”?
Blogs
Webinars
Infographics
Memes
Videos
Whitepapers
Presentations
Testimonials
How Tos
Case Studies
Podcasts
Comparisons
Ah, discovery. See this is the part of the definition that tell you we are talking about something completely different from push marketing or interruption marketing. This is the antithesis of those things.
In fact, some people call content marketing, “pull marketing” or “in-bound marketing,” because your customers are literally coming to you. Maybe not for a purchase right away, but for information. And when they find you, you better have more than a sales pitch – you better have something that’s valuable & relevant.
Educate: The internet has made us smarter.
Anything I want to know is just a Google away. If I need to rent a live reindeer for a holiday event, I Google it. And your content needs to be there to educate your customer about the pros and cons of renting a live reindeer, as well as explanations about insurance requirements, when and how said reindeer are delivered and what do reindeer even eat anyway? Education. Reindeer education.
Decide: Ah, yes, the decision making process.
If you came to my presentation last year, you might remember we talked a bit about the buying cycle. Every single thing you purchase requires a decision making process. Sometimes that process is as simple as, hey, cheap candy! And it takes less than one second. However, more often the decision making process takes days, weeks or months and involves research, comparison shopping and maybe even finance and budgeting. Your content should help your customer through the process. Anyone here in real estate? Has anyone ever purchased a home? Buying a home can be a scary and confusing process. What if, when you were buying, you had a hand book that told you, in plain English what to expect, what to beware of and how to everything – from pre-approval to closing? Now that, would be valuable and relevant content.
Over and over again: This is another huge plus of content marketing – because this is a strategy, not a tactic, it works for you on the long haul – building brand loyalty vs. a one and done.
So that’s what content marketing is. But this is not a brand new concept. Really good brands have been using content marketing for years.
Before the internet was even a twinkle in our digital eyes, John Deere was publishing something called The Furrow. This was a magazine. Actually, it still is magazine. It started in 1895 and it is still in publication today. In this entire magazine, the words John Deere seldom appear. Because this is not an ad. This is content. For example, the most recent issue has articles like:
Serious About Soil Sampling
Seeding Sense
And Brushing Up On Bio Tech
Not a tractor article in the bunch.
The Furrow wasn’t and still isn’t a hard sell. Readers believed that the company just wanted to give them information that might help them in their business. The readers felt like the publisher was authentic. And that trust from authenticity is why John Deere is still a powerhouse brand in it’s industry more than 179 years after the company started.
Obviously, before the internet, The Furrow was mailed directly to farmers. Or it as distributed a John Deere dealerships. Sometimes you could find it at feed stores.
Now, The Furrow has not just a website, but magazine has a FaceBook page, an Instagram account and is active n Twitter and LinkedIn. This has brought a whole new generation to The Furrow. And not just farmers. Biologists, botanists, engineers, and even casual gardeners can find something of interest amongst this content that John Deere is publishing via The Furrow. Because when those people hop on Google and search for “best ways to fertilize” or “what to look for in a soil sample,” they’re going to find content created by The Furrow.
So what if you don’t have a legacy of more than 100 years to work with?
What is you want to start developing content right now, for the first time? How do start?
You start with the problem. Not your problem. You customer’s problem. They all have problems, right? Problems that your product or service will help them solve. That’s the whole reason you’re in business, right? But sometimes, as marketers, ad business people, we lose sight of this. When given the opportunity, we jump right to the offer or the price tag. But that’s the final step. The end of the story. You don’t start at the end of the story. (speaking of story, if you want to hear more about how to use storytelling marketing, you should come back this afternoon.)
So start with the problem. Then figure out all the information your customer is going to need to decide that your product or service is the right solution to their problem. Really put yourself in the shoes on your customer and think of what kind of information you would want if you were them. And this isn’t as easy as it sounds.
There are all sorts of brand out there that are publishing stuff that no one ever uses. (60-70% of marketing content goes unused).
And the kind of information that your customer wants, that they actually need is, based entirely on where they are in that decision making process that I mentioned earlier.
Let’s go back to the home buying example.
This is Tommy and Tammy – They’re a young, newly married couple looking to buy their first home
This is Harold and Hannah – Their kids have all left for college and they’re looking to sell their big ranch style home and move into a cozy condo.
This is Max. He’s a handy guy who doesn’t have a lot of money, so he’s looking for a low price fixer upper to turn into his dream home.
Each of these folks is going to go through a decision making process – and they’re all going to be unique experiences.
Now let’s say that these lines represents where each of these people are on the path to buying a home.
Each of our home buying friends are at different places on this path based on their past experiences.
Tommy and Tammy are pretty close to the beginning because this is the first time they’ve bought a home.
Harold and Hannah have done this before – maybe more than once, so they’re much further down the path.
And Max, his unique circumstances means he probably needs even more information than Tommy and Tammy, so he’s even closer to the starting line than they are.
Because Tommy & Tammy are pretty traditional first time home buyers, they’re going to have the traditional questions: Can we afford this? How do we know if we can afford this? What’s the first step? What can expect during the process? But Tommy and Tammy are a young couple, remember? So they’re going to want to make sure the decisions they make today are going to support their lifestyle in the future.
So here’s the content we’re going to develop for Tommy and Tammy to discover when they site down at their laptops and start Googling these questions:
A very simple step-by-step guide of how to get started
A blog about how to choose a realtor
A mini-dictionary of any confusing real estate terms
Mortgage calculator
An infographic showing all the steps
A map of school districts – colored-coded by rankings
Now, Harold and Hannah don’t need any of the same information as Tommy and Tammy. Their questions are going to be completely different. Like how are we going to adjust to a smaller space? What if the kids come back to visit, will we have enough room? We’ve never lived in a condo before, what’s that like? So we’re going to have create a brand new set of content to help them down the path.
A series of blog posts about small space hacks – how to make the most out of any space you have.
Videos (possibly shared from a source like HGTV) about to make multipurpose rooms – like office/guest room.
A long form article about condo associations do.
A list of questions to ask the association before you decide to buy.
And finally to our handyman Max.
We can repurpose some of the content we developed for Tommy and Tammy. But we also need to create a few special pieces for him.
Like a pros and cons graphic about buying fixer uppers
Videos and photos (possibly shared from a source like HGTV) that show before and after for inspiration
Checklist for things to look for during inspections
And long form articles that tackle the some of toughest concerns for people doing renovations – like lead-based paint or asbestos.
Now we’ve talked about Why content marketing is important, What content marketing is, and even When during the decision making cycle your customers need different pieces of content.
Now let’s talk about How.
How do you create good content?
I mean we’ve used words like “valuable” and “relevant.” But those words are important from a strategic perspective, they’re not tactical. They’re not tangible. They don’t tell you what specific action to take when creating the content.
So here you go. Here are 3 actionable rules for creating good content.
First – make it visual.
Studies show that when people hear something, they remember about 10 percent of it. If they read it, they remember about 20 percent of it. If they see it, however, they remember about 80 percent of it
If people are scrolling along, looking for information and they see an image, their willing ness to actually stop and pay attention to that image increases by they’re 94% more likely to stop and look at it if it has images
So it seems it’s true what they say – a picture is worth a thousand words. But did you know that video is worth a million? Actually more than a million. 1.8 million to be exact.
90% of users say product videos are helpful in the decision process.
Okay, second rule for making great content. Make the content so it can be found. Because, let’s face it, it doesn’t matter how great your content is, if no one can find it. Getting found is part of the startegy.
Who’s heard of SEO? SEO is search engine optimization. It’s basically the way that all search engines work. When someone initiates a search on a search engine, they use keywords. So, if I’m doing research before I get in my car and drive to store, I might search, best wireless headphones or best running shoe for women. Those are my keywords. In just seconds, your search engine, whether it be google, yahoo bing or another one, will serve up results based on those keywords.
Okay, so how do use keywords when creating your content to get found? There’s a whole lot of complicated strategy behind SEO. People teach entire college courses on it. But here’s the very basics. First, you can put these keywords in the text you’re using in your content. So, it you’ve created a step by step guide to getting a mortgage, use the keywords you think your customers will be using on search engines in your guide.
Who here has a business that has a web site? Well, when you’re putting together your website, you have the opportunity to describe your site on the back end. When google delivers search results, this is the description that users see.
When you save your content file – whether it be a jpg, pdf, mp4 or other, use keywords in that file name. When you then place that file on your website, it will then be findable on search engines.
Okay, you’ve got their attention. Now tell them what you want them to do. Please don’t put great content out there and not ask the customers to find it to take some sort of action. I mean, that’s the whole point of creating the content in the first place, right? To get them to do something.
Here are some other action-oriented tips.
Use a special landing page that matches the message of your content. Here’s an example – if I share a video about a charity and the great work they do, I’m going to include a link and ask them to donate to that charity. But when they click on that link, it will take them to a page that says, thanks for watching our video, your donation will make a difference – how much would you like to contribute today.
Whenever you can, use that landing page to capture names, phone numbers and email addresses. This is how you build your database.
And track everything! You can’t improve – or even prove that your content is working if you don’t know how many people are clicking, from where and what they’re doing once they get to your site.
How do you create good content?
I mean we’ve used words like “valuable” and “relevant.” But those words are important from a strategic perspective, they’re not tactical. They’re not tangible. They don’t tell you what specific action to take when creating the content.
The most obvious place to house your content is your own website.
But you should also put it on every social media channel you’ve got. And by the way, these are not either or. These should be in both places. You should place the content on your website, but share it on social media.
Also, consider other people’s sites. Do you have partners, affiliates, friends, family? Hit them up. Ask if they’ll share your content on their social media channels or if there’s a place on their site to link to your content.