Content marketing is over.
Or at least content marketing as we know it. Worn out. Used up. Over.
Don’t blame the audience for this, blame yourself; blame marketers. Blame marketing.
We did this to ourselves when we learned about content marketing – like a favourite old toy, a trusty pair of shoes; we latched on, we overdid it and this is why we can’t have nice things.
The Art and Psychology of Storytelling in B2BOmobono
Go on, tell us a story. At Omobono we firmly believe that we all have an interesting story to tell. And this is our guide to telling yours...
We're in the business of helping B2B brands make connections with customers, stakeholders, and employees through content & experiences. Emotional, exciting narrative content is fast becoming a tool for B2B audiences to liven up their communications.
Will you go on a quest, defeat a monster or go from rags to riches? Our actionable guide has suggestions for how to structure your story so that is has true emotional impact for your audience.
Because who said B2B had to be boring?
Over 100 of the smartest marketing people on the planet give their
predictions on what 2011 will hold for content marketing and social media.
Inside this special eBook, you may find that -
• Facebook takes over the world
• Brands really are turning into mini-media companies
• It’s the story, not the channel, that matters
• ‘Gamification’ will actually enter our vocabulary
• and hundreds more
2017 Social Media & Content Marketing Predictions from 70 Marketing Leaders Bryan Kramer
We’ve pulled together a select group of 70 top marketing minds who rock the digital trenches every day, to find out their vision for “What’s Next in 2017” in social media and content marketing.
They live it, breathe it, and know what’s working today, so no doubt we’ll get a glimpse into the crystal ball and reveal key trends based on their insight and experience before they happen.
So what will they say for 2017? Read through and see if you agree with their predictions, and compare word clouds to last year’s answers versus what they had to say for the coming year.
Let me know if you agree, disagree or have a different take on what’s in store for marketers and brands by tweeting me @bryankramer.
Now dive in, enjoy, and brace yourself for 2017!
Cheers ~
Bryan Kramer
#70Predictions
2016 Predictions: http://bit.ly/2016ContentSocialPredictions
BOBCM: Clever Content Builds Great BrandsJustin Kirby
My presentation at HMR International's The Great Content Marketing Summit 2016 (Branded Entertainment in the Digital Age) as part of the Medienforum NRW in cooperation with Eyes & Ears of Europe
20 Amazing Examples of Content-First Startups (the Content Inc. Model)Joe Pulizzi
Is there a better way to launch and grow a business? Joe Pulizzi believes the answer is yes. This presentation features 20 different examples of how entrepreneurs built remarkable businesses by first developing a loyal audience, and then launching products or services second.
The Art and Psychology of Storytelling in B2BOmobono
Go on, tell us a story. At Omobono we firmly believe that we all have an interesting story to tell. And this is our guide to telling yours...
We're in the business of helping B2B brands make connections with customers, stakeholders, and employees through content & experiences. Emotional, exciting narrative content is fast becoming a tool for B2B audiences to liven up their communications.
Will you go on a quest, defeat a monster or go from rags to riches? Our actionable guide has suggestions for how to structure your story so that is has true emotional impact for your audience.
Because who said B2B had to be boring?
Over 100 of the smartest marketing people on the planet give their
predictions on what 2011 will hold for content marketing and social media.
Inside this special eBook, you may find that -
• Facebook takes over the world
• Brands really are turning into mini-media companies
• It’s the story, not the channel, that matters
• ‘Gamification’ will actually enter our vocabulary
• and hundreds more
2017 Social Media & Content Marketing Predictions from 70 Marketing Leaders Bryan Kramer
We’ve pulled together a select group of 70 top marketing minds who rock the digital trenches every day, to find out their vision for “What’s Next in 2017” in social media and content marketing.
They live it, breathe it, and know what’s working today, so no doubt we’ll get a glimpse into the crystal ball and reveal key trends based on their insight and experience before they happen.
So what will they say for 2017? Read through and see if you agree with their predictions, and compare word clouds to last year’s answers versus what they had to say for the coming year.
Let me know if you agree, disagree or have a different take on what’s in store for marketers and brands by tweeting me @bryankramer.
Now dive in, enjoy, and brace yourself for 2017!
Cheers ~
Bryan Kramer
#70Predictions
2016 Predictions: http://bit.ly/2016ContentSocialPredictions
BOBCM: Clever Content Builds Great BrandsJustin Kirby
My presentation at HMR International's The Great Content Marketing Summit 2016 (Branded Entertainment in the Digital Age) as part of the Medienforum NRW in cooperation with Eyes & Ears of Europe
20 Amazing Examples of Content-First Startups (the Content Inc. Model)Joe Pulizzi
Is there a better way to launch and grow a business? Joe Pulizzi believes the answer is yes. This presentation features 20 different examples of how entrepreneurs built remarkable businesses by first developing a loyal audience, and then launching products or services second.
Marketing has created so much annoying noise that consumers and platforms are starting to sort out the mess and that means trouble for brands. Facebook’s EdgeRank, Google’s focus on authoritative content and Ad Blockers are just a few of the tactics to get rid of low quality noise. And then there are people simply ignoring the content they don’t like. Now is the time to stop thinking like a marketer and start acting like a social publisher – someone that publishes remarkable content not to sell, not to market, but to be social and to build long lasting relationships with an alpha audience. Then you don’t have to market. Your audience will do your marketing for you. It’s a bit of semantics but what it serves to do is change your outlook and that will make all the difference.
7 Social Media Trends You Can't Afford to Miss in 2017Post Planner
By 2020, customers will manage 85% of their relationships with businesses without talking to a human. That means your social media strategy is more important than ever!
We're sharing exactly what needs to be included in your 2017 plan - from expiring, wearable, and augmented content to omni-channel marketing and MUCH MORE.
Catch the webinar replay here: http://www.postplanner.com/social-media-trends-2017-webinar-replay/
75 content marketing examples — new and old.
Companies of various sizes, locations, and industries created these efforts and delivered them in a wide variety of formats. We hope they will give you a feel for the tremendous things brands can accomplish with content marketing — and inspire you to explore some new content marketing ideas of your own.
Webinar: How to Build a Content Machine When Resources Are ThinFalcon.io
Producing content when you have a big budget is easy. Producing the right content for your social audiences on minimal budget is the tough part. In this webinar, we flipped things around to answer questions our audience sent our way.
http://www.b2bmarketinginsider.com/content-marketing/content-marketing-marketing-left
Stories have helped us connect with our fellow human beings since the dawn of time. But as we have evolved, each new communication platform creates opportunities and challenges, especially for brands.
Brands have learned that promoting themselves doesn't work. Ultimately it's the stories that allow brands to connect with their audience. The future of marketing is extreme customer-centricity.
Brands have to stop promoting themselves and create content that people actually want to consumer. The future of marketing will see more brands acting like publishers. This is more than a cliche. It means brands will start delivering content people want. And driving engagement and conversions.
As content consumers, we react more quickly and with deeper connection to headlines that engage us with curiosity and wit. The future of marketing uses the words we use when searching online and drives action with engaging headlines.
The world is overflowing with more information than any of us could ever dream of consuming. But "a picture is worth a thousand words." The future of marketing is more visual as brands follow traditional media publishers into visual content production. Brands will hire photographers, designers, reporters and videographers in addition to journalists.
The term "real-time marketing" is a myth. It is an over-simplification of the complexity of the modern world and how brands need to act in order to stay relevant. We are always-on and always-connected. The "campaign brain" no longer fits the world we live in. Campaigns that provide short-term bumps of engagement do not provide the return that marketing investment requires.
Brands cannot determine when and where lightning will strike. And so the future of marketing will see marketing leaders creating a culture of continuous always-on content production.
Social media is not a strategy. It is one of the channels we use to consume content and connect with people. It is the evolution of what started with the dawn of the internet and the move to digital, mobile and cloud-based systems of communications. These are just the pipes. Content is the fuel.
In order to be effective in the future, brands must create branded content hubs to attract their own audiences. The future of marketing is owned media and branded content hubs, driving social engagement that fuels paid distribution.
120 Awesome Marketing Stats, Charts and GraphsHubSpot
http://www.HubSpot.com/charts - Over 120 marketing charts and graphs based on original research and data from a variety of sources, including analysis of our 6,500 business customers, surveys with hundreds of businesses responding, and dozens of top-notch publications like MarketingSherpa, eMarketer, Pew Research, McKinsey, and more. To download a free copy of your own, please visit http://hubspot.com/charts
Content Creation Best Practices & The Problem With Editorial CalendarsBen Grossman
89% of content marketers are focused on creating more engaging, higher quality content currently or within the next 12 months. And while intentions seem promising, prospects don't look too good. Two-thirds of content marketers admit that they either don’t have a strategy or that their plans live in a separate, stand-alone document (a.k.a. an Editorial Calendar). It’s a content crisis! That was the genesis of Jack Morton’s SXSW Interactive Workshop: “Why Editorial Calendars Make Your Content SUCK.”
In this presentation, a distinction is drawn between use of Editorial Calendars for content organization (which is a great use of the tool) versus content creation (which can lead to content that is not-so-great). Three alternative means of content creation and ideation are suggested: 1) consumer-inspired; 2) data-driven; and 3) conversation-led. Examples of content that fell short and content that soared are also provided in order to move marketers beyond thinking inside editorial boxes so that they can do something extraordinary.
Nobody Cares About Your Newsletter - Mobile MarketingMathew Sweezey
More people in the world have access to cell phones than have access to clean drinking water, or electricity, and email open rates are at best 5%. Follow along Mathew Sweezey, head B2B marketing evangelist for Salesforce.com as he teaches you how to break thought and generate revenue with mobile marketing. Learn how to use geo fencing at tradeshows, drive real leads via paid social video, and how to design emails and content, which converts on mobile devices.
Content Marketing for B2B - A Proven Strategic Six-Step ApproachJoe Pulizzi
Keynote presentation given by Joe Pulizzi at the B2B Marketing Summit in London (June 2016). The presentation covers the rise of content marketing and a six-step process for how B2B companies can dominate a niche and grow a loyal audience.
User-Generated Content (UGC) could be described as online word-of mouth, one of the most trustworthy sources of information. So how are brands using it and who's doing it well? And should UGC be a part of your content strategy?
Whats Next in Advertising - from advertising to marketingUwe Gutschow
This is a presentation that builds on Paul Isakson's original preso that is finding some good traction here. It shows the thinking that needs to go into moving from advertising to marketing solutions.
8 Expert Tips to Generate More Engagement From Your B2B Content in 2016Uberflip
67% of marketers list brand engagement as the number one objective best supported by content marketing. And yet, 72% of B2B content marketers say creating engaging content is one of their most prominent content marketing struggles.
Engagement matters, but more and more B2B marketers are struggling with creating engaging content.
So, we decided to ask the experts — the marketing leaders who are executing some killer content strategies — to share their sage wisdom and help shed some light on how to tackle the engagement issue.
Here’s what they had to say! →
This guide will help you familiarize yourself with the most common websites errors and mistakes that are committed by business owners, executives, web design and development companies as well as digital agencies.
The Future of Marketing is here once again with new insights into the future of PR, Demand Generation, Growth Hacking, and Media. It's 101 slides designed to jump-start your new year with fresh ideas, and the answers to why marketing must change in 2018.
Marketing has created so much annoying noise that consumers and platforms are starting to sort out the mess and that means trouble for brands. Facebook’s EdgeRank, Google’s focus on authoritative content and Ad Blockers are just a few of the tactics to get rid of low quality noise. And then there are people simply ignoring the content they don’t like. Now is the time to stop thinking like a marketer and start acting like a social publisher – someone that publishes remarkable content not to sell, not to market, but to be social and to build long lasting relationships with an alpha audience. Then you don’t have to market. Your audience will do your marketing for you. It’s a bit of semantics but what it serves to do is change your outlook and that will make all the difference.
7 Social Media Trends You Can't Afford to Miss in 2017Post Planner
By 2020, customers will manage 85% of their relationships with businesses without talking to a human. That means your social media strategy is more important than ever!
We're sharing exactly what needs to be included in your 2017 plan - from expiring, wearable, and augmented content to omni-channel marketing and MUCH MORE.
Catch the webinar replay here: http://www.postplanner.com/social-media-trends-2017-webinar-replay/
75 content marketing examples — new and old.
Companies of various sizes, locations, and industries created these efforts and delivered them in a wide variety of formats. We hope they will give you a feel for the tremendous things brands can accomplish with content marketing — and inspire you to explore some new content marketing ideas of your own.
Webinar: How to Build a Content Machine When Resources Are ThinFalcon.io
Producing content when you have a big budget is easy. Producing the right content for your social audiences on minimal budget is the tough part. In this webinar, we flipped things around to answer questions our audience sent our way.
http://www.b2bmarketinginsider.com/content-marketing/content-marketing-marketing-left
Stories have helped us connect with our fellow human beings since the dawn of time. But as we have evolved, each new communication platform creates opportunities and challenges, especially for brands.
Brands have learned that promoting themselves doesn't work. Ultimately it's the stories that allow brands to connect with their audience. The future of marketing is extreme customer-centricity.
Brands have to stop promoting themselves and create content that people actually want to consumer. The future of marketing will see more brands acting like publishers. This is more than a cliche. It means brands will start delivering content people want. And driving engagement and conversions.
As content consumers, we react more quickly and with deeper connection to headlines that engage us with curiosity and wit. The future of marketing uses the words we use when searching online and drives action with engaging headlines.
The world is overflowing with more information than any of us could ever dream of consuming. But "a picture is worth a thousand words." The future of marketing is more visual as brands follow traditional media publishers into visual content production. Brands will hire photographers, designers, reporters and videographers in addition to journalists.
The term "real-time marketing" is a myth. It is an over-simplification of the complexity of the modern world and how brands need to act in order to stay relevant. We are always-on and always-connected. The "campaign brain" no longer fits the world we live in. Campaigns that provide short-term bumps of engagement do not provide the return that marketing investment requires.
Brands cannot determine when and where lightning will strike. And so the future of marketing will see marketing leaders creating a culture of continuous always-on content production.
Social media is not a strategy. It is one of the channels we use to consume content and connect with people. It is the evolution of what started with the dawn of the internet and the move to digital, mobile and cloud-based systems of communications. These are just the pipes. Content is the fuel.
In order to be effective in the future, brands must create branded content hubs to attract their own audiences. The future of marketing is owned media and branded content hubs, driving social engagement that fuels paid distribution.
120 Awesome Marketing Stats, Charts and GraphsHubSpot
http://www.HubSpot.com/charts - Over 120 marketing charts and graphs based on original research and data from a variety of sources, including analysis of our 6,500 business customers, surveys with hundreds of businesses responding, and dozens of top-notch publications like MarketingSherpa, eMarketer, Pew Research, McKinsey, and more. To download a free copy of your own, please visit http://hubspot.com/charts
Content Creation Best Practices & The Problem With Editorial CalendarsBen Grossman
89% of content marketers are focused on creating more engaging, higher quality content currently or within the next 12 months. And while intentions seem promising, prospects don't look too good. Two-thirds of content marketers admit that they either don’t have a strategy or that their plans live in a separate, stand-alone document (a.k.a. an Editorial Calendar). It’s a content crisis! That was the genesis of Jack Morton’s SXSW Interactive Workshop: “Why Editorial Calendars Make Your Content SUCK.”
In this presentation, a distinction is drawn between use of Editorial Calendars for content organization (which is a great use of the tool) versus content creation (which can lead to content that is not-so-great). Three alternative means of content creation and ideation are suggested: 1) consumer-inspired; 2) data-driven; and 3) conversation-led. Examples of content that fell short and content that soared are also provided in order to move marketers beyond thinking inside editorial boxes so that they can do something extraordinary.
Nobody Cares About Your Newsletter - Mobile MarketingMathew Sweezey
More people in the world have access to cell phones than have access to clean drinking water, or electricity, and email open rates are at best 5%. Follow along Mathew Sweezey, head B2B marketing evangelist for Salesforce.com as he teaches you how to break thought and generate revenue with mobile marketing. Learn how to use geo fencing at tradeshows, drive real leads via paid social video, and how to design emails and content, which converts on mobile devices.
Content Marketing for B2B - A Proven Strategic Six-Step ApproachJoe Pulizzi
Keynote presentation given by Joe Pulizzi at the B2B Marketing Summit in London (June 2016). The presentation covers the rise of content marketing and a six-step process for how B2B companies can dominate a niche and grow a loyal audience.
User-Generated Content (UGC) could be described as online word-of mouth, one of the most trustworthy sources of information. So how are brands using it and who's doing it well? And should UGC be a part of your content strategy?
Whats Next in Advertising - from advertising to marketingUwe Gutschow
This is a presentation that builds on Paul Isakson's original preso that is finding some good traction here. It shows the thinking that needs to go into moving from advertising to marketing solutions.
8 Expert Tips to Generate More Engagement From Your B2B Content in 2016Uberflip
67% of marketers list brand engagement as the number one objective best supported by content marketing. And yet, 72% of B2B content marketers say creating engaging content is one of their most prominent content marketing struggles.
Engagement matters, but more and more B2B marketers are struggling with creating engaging content.
So, we decided to ask the experts — the marketing leaders who are executing some killer content strategies — to share their sage wisdom and help shed some light on how to tackle the engagement issue.
Here’s what they had to say! →
This guide will help you familiarize yourself with the most common websites errors and mistakes that are committed by business owners, executives, web design and development companies as well as digital agencies.
The Future of Marketing is here once again with new insights into the future of PR, Demand Generation, Growth Hacking, and Media. It's 101 slides designed to jump-start your new year with fresh ideas, and the answers to why marketing must change in 2018.
What Works Where 2016 - Is integration the key to digital success?Omobono
In conjunction with Winmark Global, we have canvassed the views of over 100 senior marketers and HR professionals from some of the world’s most influential B2B organisations.
Their insights uncover painful truths and serious questions that professionals on both sides need to urgently respond to, if they are to ensure that their organisations thrive and their teams maintain relevance.
The Future of Content Marketing: 10 Things to Consider Today
Over the last few months. Joe Pulizzi has been sharing exclusive insights in CMI’s weekly newsletter, The Content Marketing Revolution. These tips are things that struck him each week, but when we looked at them in total many had a theme: they help marketing leaders prepare for the future of content marketing. The ideas range from big to small and quick to implement and a bit longer-term, but all are things you should be thinking about today. For more exclusive insights from Joe, subscribe to The Content Marketing Revolution. What do you really need to know to prepare for the future of content marketing?
Contenu de marque – Habits neufs de l'empereur ou avenir du marketing ?Ipsos France
Le contenu est le point de contact à la mode pour de plus en plus de spécialistes du marketing : aujourd'hui, au Royaume-Uni, près de 85 % des professionnels du secteur utilisent le marketing de contenu et près des deux tiers d'entre eux prévoient d'augmenter leurs dépenses en la matière cette année.
As a small business owner, you might not have a huge marketing budget or the monetary resources to plunge into extensive marketing efforts like billboards and TV advertisements. Therefore, it is essential that you equip yourself with the knowledge to create effective content marketing campaigns, which result in more inbound traffic and create ample awareness and exposure for your offerings.
Try this: go to Google and type ‘content marketing’, what do you discover?
You are not looking at just some results; you are looking at millions of Google results for content marketing, millions! This makes it extremely clear why marketers (like myself,) around the world are going crazy about content marketing, and why wouldn’t they? Content Marketing is currently one of the most effective and rapidly growing strategies for effective digital marketing.
Sure, you might have heard about the importance of content strategy from a tech-savvy friend, or maybe you’ve even seen the term somewhere on your Facebook news feed, but do you truly know what it is or know the IMMENSE POWER that it contains?
The more original and optimized content presented, the more chances you have of seamless exposure and awareness.
Formulating a content strategy not only helps you boost sales but through carefully thought over steps, you can turn an entire audience (derived from your websites and social media platforms) into leads and/or clients, who will then bring in more clients through referrals.
In addition, the nature of your content gives a face and voice to your business. As the marketing environment advances, customers now have more and more buying power. They are looking for companies, services and solutions that make them feel valued through responsive and exciting content!
Here are a few ways you can effectively use content to promote growth and development for your small business.
While everyone is trying to predict the next big thing in the ever-changing digital landscape, we believe that one thing will always stay relevant: Great content that resonates with your target audience and caters to their needs.
For all the work that goes into creating an infographic, you'll want to make sure it's seen. Follow these tips to ensure yours gets noticed and stands out from the rest of the pack.
Creating Content that Sparks: Finding Your Catalyst for Content MarketingPeterNorth20
Content marketing is not a competition for marketshare; you are first and foremost competing for customer's and prospect's attention. Overlooking this critical point leads to failed marketing efforts and enormous opportunity costs, and embracing it leads to a strong, responsive following that's ready to do business with you. Only once you've truly earned your exposure can you move forward to your bottom-line business goals.
10 Rules for Building a Successful Content & Social Marketing ProgramEllie Behling
Read a blog about this presentation here: https://www.marketers2marketers.com/blog/10-rules-for-building-a-successful-b2b-content-and-social-marketing-program
Content and social marketing can get huge results -- and yet many companies run into the same pitfalls when trying to launch these initiatives. Regardless of industry, budget, size, and goals, these are the 10 guiding principles any company should follow to make sure your content and social marketing succeeds.
Content, when done well, can be the fuel that powers your social media. In this presentation, learn how to broaden your reach and engage your core audiences with proven, compelling content for your social media channels. Learn how to create shareable brand content with the potential to go viral – and master the latest social media networks and techniques.
If you are starting a new or established company, it is important to build up your reputation. A strong reputation can help you connect with customers and increase sales. So, how do you go about building a great reputation? By knowing what marketing trends are worth following. To help you keep up with the latest industry developments. Many starting businesses try to hire IT Services to promote their business through the latest trending technology.
How to create a social media marketing strategy for a mobile worldVantageITes
Having a social media presence is must for business today. Learn to make social media marketing strategy from us to generate more traffic and customer engagement for your business.
Similar to How content marketing ruined content marketing (And what you can do to fix it) (20)
Visibility of what works in B2B is harder than in consumer marketing as so
much activity is select in its targeting and often commercially confidential.
In 2011 Omobono set out to share the best practice of B2B marketers so
that they could learn from their peers. Partnering with The Marketing
Society and ably supported by Circle Research, Omobono has researched
what B2B marketers really do in digital and what they think works.
In 2012 we also looked through the other end of the telescope to see how buyers are consuming
the information that marketers lay in their path, and what effect it has.
The results, gathered over 2 years, are based on the collective views of 170 senior marketers, spending
in the region of £100m between them, and 224 buyers with buying power of over £150 million. With
the survey being completed by senior decision makers at some of the world’s biggest companies, this is
a definitive guide against which B2B marketers can benchmark their own activities.
The 2012 research What Works Where in B2B Digital Marketing brings together the views of nearly 100 senior B2B marketers and compares what they think works with the view of the people they are targeting –224 buyers in business and professional services, financial services, engineering and manufacturing and technology and telecoms.
Whilst overall there are many indications that marketers are getting it right, some surprising results have emerged in terms of what really makes the difference between success and failure. In particular the divide between buyer and marketer on social and mobile is wider than we might have thought.
What Works Where in B2B Digital Marketing [2011]Omobono
The 2011 edition of our annual 'What Works Where' research. The 2012 edition will be released shortly, but until then the statistics and insights here are still very useful.
Thinking of developing a mobile app for your business? Should you go for a native, device-based application or a web-based application? This white paper addresses some of the considerations...
Social media has arrived, but how are B2B marketers responding to it?
Omobono reveal some of the best practice examples of business to business brands using social media, explore why it works and – most importantly – what can work for your business.
With strategic planning and committed delivery, as with other marketing channels, social media can deliver results that help drive your business.
But how does it all work? This chart gives an overview look at how businesses use social media to engage customers and build a stronger brand.
Omobono explains how analysing SME relationships can improve the ways in which government and business communicate to SMEs to develop a win-win relationship.
Refreshing the Role of Internal Communications: A critical business response ...Omobono
Internal communications has a vital role to play in driving the value of business relationships.
Amidst tighter wallets and shrinking budgets, the need for businesses to make the most of their marketing manpower is stronger than ever.
This deck is a short summary of Omobono’s proprietary Enterprise Relationship Management model which helps deliver improved business performance through more improved digital service
Enterprise Relationships are fundamental to business
success. The research - conducted with Cambridge University Business School - shows how relationships lead to long
term mutual advantage, in which value is largely created by
the quality of interaction between the parties. The overall
performance of a company will therefore depend on how
well it is able to manage its own Enterprise Relationships.
Furthermore the White Paper starts to explore how digital communication can deliver value into these relationships.
This deck is a short summary of Omobono\'s proprietary Enterprise Relationship Management model which helps deliver improved business performance through more improved digital service.
Digital Transformation and IT Strategy Toolkit and TemplatesAurelien Domont, MBA
This Digital Transformation and IT Strategy Toolkit was created by ex-McKinsey, Deloitte and BCG Management Consultants, after more than 5,000 hours of work. It is considered the world's best & most comprehensive Digital Transformation and IT Strategy Toolkit. It includes all the Frameworks, Best Practices & Templates required to successfully undertake the Digital Transformation of your organization and define a robust IT Strategy.
Editable Toolkit to help you reuse our content: 700 Powerpoint slides | 35 Excel sheets | 84 minutes of Video training
This PowerPoint presentation is only a small preview of our Toolkits. For more details, visit www.domontconsulting.com
RMD24 | Retail media: hoe zet je dit in als je geen AH of Unilever bent? Heid...BBPMedia1
Grote partijen zijn al een tijdje onderweg met retail media. Ondertussen worden in dit domein ook de kansen zichtbaar voor andere spelers in de markt. Maar met die kansen ontstaan ook vragen: Zelf retail media worden of erop adverteren? In welke fase van de funnel past het en hoe integreer je het in een mediaplan? Wat is nu precies het verschil met marketplaces en Programmatic ads? In dit half uur beslechten we de dilemma's en krijg je antwoorden op wanneer het voor jou tijd is om de volgende stap te zetten.
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The key differences between the MDR and IVDR in the EUAllensmith572606
In the European Union (EU), two significant regulations have been introduced to enhance the safety and effectiveness of medical devices – the In Vitro Diagnostic Regulation (IVDR) and the Medical Device Regulation (MDR).
https://mavenprofserv.com/comparison-and-highlighting-of-the-key-differences-between-the-mdr-and-ivdr-in-the-eu/
RMD24 | Debunking the non-endemic revenue myth Marvin Vacquier Droop | First ...BBPMedia1
Marvin neemt je in deze presentatie mee in de voordelen van non-endemic advertising op retail media netwerken. Hij brengt ook de uitdagingen in beeld die de markt op dit moment heeft op het gebied van retail media voor niet-leveranciers.
Retail media wordt gezien als het nieuwe advertising-medium en ook mediabureaus richten massaal retail media-afdelingen op. Merken die niet in de betreffende winkel liggen staan ook nog niet in de rij om op de retail media netwerken te adverteren. Marvin belicht de uitdagingen die er zijn om echt aansluiting te vinden op die markt van non-endemic advertising.
LA HUG - Video Testimonials with Chynna Morgan - June 2024Lital Barkan
Have you ever heard that user-generated content or video testimonials can take your brand to the next level? We will explore how you can effectively use video testimonials to leverage and boost your sales, content strategy, and increase your CRM data.🤯
We will dig deeper into:
1. How to capture video testimonials that convert from your audience 🎥
2. How to leverage your testimonials to boost your sales 💲
3. How you can capture more CRM data to understand your audience better through video testimonials. 📊
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How content marketing ruined content marketing (And what you can do to fix it)
1. 30 January, 2015
How content marketing ruined content marketing
(And what you can do to fix it…)
Rob Hurst
2. Or at least content marketing as we know it.
Worn out. Used up. Over.
Don’t blame the audience for this, blame
yourself; blame marketers. Blame marketing.
We did this to ourselves when we learned
about content marketing – like a favourite old
toy, a trusty pair of shoes; we latched on, we
overdid it and this is why we can’t have nice
things.
Content marketing is over.
4. I think we’ve all been guilty of this one at some stage in the
past few years – most of us will have sent something to join
the ever growing content landfill in the sky, and it’s now
overflowing.
We’re all so used to seeing superfluous ‘content’ that could
just as easily be copy on a website that we’ve started to
ignore it.
We assume it’s going to be crap unless it comes with a
recommendation from someone whose opinion we value; a
friend, Stephen Fry, some distant local radio station’s meme-
laden Facebook page…
Our ‘marketing filters’ are set back to maximum and, by
default, we’re going to miss out on some of the good stuff in
our quest to ignore the bad.
Too much crap content
5. For years we’ve been told that we should try to
maximise the reach and usage of our content. To
squeeze every last penny out of the investment,
without an afterthought for the resulting dilution of the
message to the end audience.
Reaching the widest possible audience frequently
means targeting the lowest common denominator and
your brand has a clearly defined target audience, right?
So why the sudden need for those 10 million YouTube
views?
One size never really fits all
8. Check out this advert from 2009.
That’s right, 2009.
Before we had “Content Fatigue”
there was, well, content fatigue. It’s
just that most of us didn’t have it
yet.
But the clever people at Harper’s
saw what was to come. And in
2015, content fatigue is going to go
viral.
Enough is enough
9. We may have started it, but it was the social networks that
dealt the final blow for what we currently know as content
marketing. And you can’t blame them.
The more content we produced, the more content that users
were faced with, the more crap that ended up on the online
content landfill, the more it needed organising.
This led to algorithms, algorithms to help users digest the
never ending stream of things they agreed to receive when
they ‘liked’ or ‘followed’ a brand online.
But it’s not entirely our fault…
10. Eventually it also led to paid content.
But what is paid content? And is it a bad thing?
But it’s not entirely our fault…
11. Shut up and take my money!
Paid content is fundamentally two things…
A ‘workaround’
Those algorithms I just mentioned, the ones that sorted content for
the end user? They meant that some content got left out. So when
Facebook and LinkedIn presented the opportunity to get posts and
content back in front of their users for a few dollars – many were so
relieved that they did. Likewise, as people followed more and more
Twitter accounts, more and more was missed. Twitter’s response
was to launch promoted and ‘pinned’ tweets for paid accounts,
allowing key content to stick out.
‘Monetisation’
Remember a few years ago when everybody questioned how the
businesses behind the social behemoths were ever going to make
money for their shareholders from a free-to-access platform? This
12. Why pay for something that’s free?
There is plenty of evidence supporting the benefits of
paid content, particularly when used to build campaign
reach, but also to improve targeting and audience
growth, providing the extra attention for high quality,
but only marginally successful campaigns to snowball.
After all, no matter how good, or how sharable your
content, if not enough people are seeing it to start with,
how successful can you really expect it to be?
Whilst Twitter, Facebook, LinkedIn and the others are free
to use, to make the most of any other platform with the kind
of potential reach and impact you would expect to pay for
the privilege. So what’s different here? As social media and
other earned channels evolve, so too will the ways we use
them.
13. It’s all coming to a head in 2015
Back in November Facebook warned us that they were going to
make a big change to the way that users’ News Feed displayed
content in the new year. These changes, in many ways, level
the playing field for brands – it’s not about the star-power, or
number of fans, but the quality and targeting of content.
Facebook’s research showed that users react negatively to
(lazy) promotional content – contests with no context, posts
driving users straight to download an app or make a purchase,
etc. The solution, won’t just punish bad content marketers, it’ll
affect us all. And what about LinkedIn? Since we all now have
the ability to publish blog posts, how long until we can spend a
couple of bucks to increase their reach amongst our
connections?
As it seems to always happen, some lazy marketers turned
social media into a push channel and so began its decline.
15. Crap overload
Too much crap content has led audiences to engage their marketing defence
defence systems once more.
Content overload
Too much content full stop. There are only so many hours in the day, no
matter how engaging something might be, you need time to consume it.
Content fatigue
Not only do we not have the time to consume everything, our patience is
wearing thin.
Pay to play
Channels are moving to favour paid over organic content.
16. The list goes on. It’s a tough
world for a content
marketer.
So what can you do to
yours is the content that
through the noise and
your target audience?
17. #1. Know your s**t.
And stick to it.
(Write a good content strategy – and use it)
18. Before you can create good content, you need
a good content strategy. A *really* good
content strategy doesn’t need to be
complicated either – why not take the elevator
pitch approach and write your strategy on a
single slide and ask yourself if you’re following
it before you create every piece of content.
One slide per target audience would also work
– just remember to KISS (Keep It Simple,
Stupid!).
Perhaps consider a checklist approach, as
shown on the right with GE’s brand strategy
checklist – if you can tick two or more
points off the list for a piece of content, if
not, back to the drawing board!
Write a content strategy, before you write any content
Does the content represent one of GE’s brand
guidelines? Select at least 2 that apply:
Shares a fascinating but little known fact.
Celebrates science/engineering ingenuity.
Insider engineering humour.
Explains societal impact of GE
products/R&D.
Encouragement to keep innovating.
Beauty of engineering design.
20. There’s no sense in spending money on content creation without giving a
thought to those that you hope will engage with it. Think hard about your
target audiences and what they need from you in order to be able to better
do their job – think about the assets you can produce in order to facilitate
this and close that gap.
Study both your analytics and try asking them the kinds of content they
want to see and the channels they want to use – customer surveys are a
great way to do this and feed this into your planning. Free tools like
Buzzsumo are another great way to find opportunities to engage your
audience, look at the top content for your key words and messages, the
type of content and why it’s succeeding and follow the top sharers to see
what else you can learn.
Digital, more than ever, presents the perfect opportunity to reach and
engage niche target audiences, so make sure you know who you’re
talking to, and where they hang out. Great creative means nothing if it
You can’t plan what to say if you don’t know who you’re
talking to.
21. #3. It’s all about what you
say. Not how you say it.
(Yes, that old chestnut…)
22. Yes, it is obvious. It’s also the single most important thing a content
marketer should recognise – the format/wrapper/whatever you
want to call your finished ‘asset’ is not the most important part of
your campaign. It’s the message that matters – if the messaging is
good, and it appeals to the right target audience then getting it in
front of them is certainly very important, yes. However, putting the
wrong message in front of the wrong audience, but with a slick
video is often-times what we end up doing. You might as well seal
your polished video in a bottle and throw it out to sea – it’ll probably
be about as effective.
To produce your single slide content strategy (see point #1.)
you need a clear, concise message, that speaks to your target
audience(s) before you produce a single piece of content.
Spend time researching your audience, speak to them, study
the analytics and look at what’s worked before, don’t just
create a video about your new big thing, think about the video
people want to see.
Messaging is king, not content.
23. #4. Invest in your content.
(It’s supposed to be important, right?)
24. The less effective your content gets, the more you feel you have to make to
try and break through, but it’s unlikely that your budgets are going up if your
content is not performing. So the cost to produce these assets has to come
down.
But that in itself causes further problems as the quality is likely to suffer too.
It’s a vicious cycle.
While the web offers your brand an opportunity to reach an audience far
larger than mainstream TV, much of the best content out there is still being
made for TV and used online as something of an afterthought.
We’re not saying you should take a Superbowl spot next year, if you want to
compete, but the most exciting content marketing brands are starting to
spend online, where the impact can be so much higher.
Unless you can afford the price of entry for TV marketing, why not think
of YouTube as your opportunity to play with the big boys…
The best things in life aren’t free
25. #5. Invest in the visibility
of your content.
(If you’re investing in the asset, best make sure it’s seen, eh?)
26. Organic and paid are converging, each
becoming more dependent upon the other in
the on-going struggle to be noticed. Naturally
you still need great organic content, otherwise
your audience are never going to care and the
end result will be more of the same. So while
we’re not suggesting you throw money at
everything, dedicate a portion of your budget to
paid content, spend wisely and learn from your
experiences.
Aim high and let paid tip you over the edge
– pick the assets that are performing best
and spend reactively to give them a boost
and you could find views, shares and likes
snowballing.
If the shoe fits, buy it.
27. #6. Get your user journeys in
order. Before you start.
(Just in case you end up with some successful content on your hands)
28. If you’re lucky, (and perhaps if you follow some of these tips
you will be) your content might lead to your target audience
engaging with your brand online, which is the goal in all of
this, right?
So why, then, is the user experience so often ignored as part
of the campaign planning process? If we get it right and
create an influx of visitors to our website, would those visitors
be expecting too much in their desire to receive a considered
and consistent experience? Perhaps even one that leads on
from the content they’ve just encountered?
Getting the user journey right is as important as getting
the message and content right – why let yourself fall at
the last hurdle – consider the campaign entry points to
your website, how people will find them and what you
want them to do on the site, and make damn sure the site
helps make it happen.
User experience is not just for designers.
30. How do you know it’s right if you don’t know what it is?
It’s all too easy to read about a Snapchat and/or any number
of other ‘niche’ platforms, and panic – ‘Why aren’t we on
“Image/ non-traditional video sharing platform of the
month”?!’.
If you’ve ever seen how a teenager actually uses Snapchat,
for example, you’ll realise that you probably not only don’t
want your brand to engage so intensively, but also that you’d
be hard-pushed to sustain and resource such activity unless
it was really paying off. And with a reported $750K/day price
tag to advertise, paying is clearly not the answer in this
instance…
However, the brands that *can* use Snapchat (and do so in
a way that their audience can relate to) are reaping the
benefits.
We’re not saying you need to be on Snapchat, instead
32. Some 70% of B2B marketers claim their team has a gap in
the digital skills they need, with almost half saying that gap is
in analytics and reporting. This is not really a surprise as the
most valuable things to measure have always been the
hardest (or most expensive) to get right.
But that shouldn’t be an excuse to not measure – nor should it
be an excuse to just follow the simple metrics. Think about
what you need to know, what will truly indicate your content is
cutting through and delivering on your business goals.
Think about what combination of simple metrics will help
you understand what you need to know, or what the
missing link is in finding out and work to understand that,
not just how many clicks you get on your emails and
tweets.
Think what you need to know, not what can you easily find
out.
33. #9. Make great content.
(Because crap content got us into this mess)
34. Easier said than done, I suppose, but instead of
plucking creative out of thin air, think about what
you’ve learned from every campaign you’ve ever
run. Think about your target audiences and the
messaging and content you know works to reach
them. Hell, hire an agency *ahem* but, whatever
you do, don’t launch into content creation without
putting the foundations in place to succeed.
Consider the three pillars for great content
and try to tick off at least two with every asset
you produce and make sure all three are
covered as part of each campaign.
If you know the audience, channel and message, you’re nearly
there.
Emotional gratification
Identity
Information
“This speaks to me”
I *get* it…
“I feel something” Happy/sad/amused…
“I learned something” Good/scary/useful…
36. Still losing the battle for attention?
If you’re struggling to cut through the noise, don’t
make another asset until you’ve spoken to Omobono.
info@omobono.com
37. Copyright 2014 Omobono Ltd.
All ideas, concepts, brand-related names, strap line, phrases,
copy/text and creative concepts developed and contained in
this document remain the intellectual property of Omobono Ltd
until such time as they are procured by a third party.
Anyone viewing this document may not use, adapt or
modify the contents without our prior consent.
hello@omobono.com
@omobono_digital
T: +44 01223 307000
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Cambridge CB3 0AE
www.omobono.com