This document provides 10 tips for creating compelling content for brands selling practical or "boring" products. It discusses focusing content on consumers rather than products, using humor, storytelling, visuals and being a "people brand". The tips are from a marketing agency that helps brands enhance visibility through custom content campaigns.
From gold lamé to vin rosé, Cannes is a special place indeed.
It’s home to the world’s largest and most revered awards festival for the best creative work in Film, Creative Effectiveness, and more.
The week’s content includes seminars, forums and workshops presented by creative leadership from around the world — both from inside and outside the marketing industry.
We learned of brand experience examples such as the Google Creative Sandbox and the Ipsos Ladies Lounge provided insight and inspiration in a relaxed environment.
Oh — and of course — there was legendary partying in true industry style.
3 Lessons for Brands
Technology killed cheating.
Weaknesses are your greatest strengths.
Brands with purpose do better.
3 Lessons for Agencies
Agencies need more diversity.
Strategy is knowing what not to do.
Modern creativity demands collaboration.
Bonus Lesson
Take risks to stand out.
The New Viral: Effective, Not Just InfectiveBen Grossman
Subservient Chicken. Old Spice Guy. Real Beauty Sketches. They’re the stuff of viral video and marketing legend.
But where does that leave viral marketing today? Surprisingly abandoned. According to Google search data, interest in viral marketing has decreased by 80% since 2004.
Meanwhile, efficacy has evolved into a central focus for marketers who were once simply concerned with view counts and eyeballs. 86% of marketing leaders admit that their content marketing is only somewhat effective at creating business value. It’s the dawn of The New Viral – a digital and content marketing approach focused more on being effective than simply infective, while still making the most of organic spread.
From gold lamé to vin rosé, Cannes is a special place indeed.
It’s home to the world’s largest and most revered awards festival for the best creative work in Film, Creative Effectiveness, and more.
The week’s content includes seminars, forums and workshops presented by creative leadership from around the world — both from inside and outside the marketing industry.
We learned of brand experience examples such as the Google Creative Sandbox and the Ipsos Ladies Lounge provided insight and inspiration in a relaxed environment.
Oh — and of course — there was legendary partying in true industry style.
3 Lessons for Brands
Technology killed cheating.
Weaknesses are your greatest strengths.
Brands with purpose do better.
3 Lessons for Agencies
Agencies need more diversity.
Strategy is knowing what not to do.
Modern creativity demands collaboration.
Bonus Lesson
Take risks to stand out.
The New Viral: Effective, Not Just InfectiveBen Grossman
Subservient Chicken. Old Spice Guy. Real Beauty Sketches. They’re the stuff of viral video and marketing legend.
But where does that leave viral marketing today? Surprisingly abandoned. According to Google search data, interest in viral marketing has decreased by 80% since 2004.
Meanwhile, efficacy has evolved into a central focus for marketers who were once simply concerned with view counts and eyeballs. 86% of marketing leaders admit that their content marketing is only somewhat effective at creating business value. It’s the dawn of The New Viral – a digital and content marketing approach focused more on being effective than simply infective, while still making the most of organic spread.
Where Are The Jetpacks!? Cultural Experience Marketing and The Digital Revolu...Eric Shutt
As technology and marketing evolve, people are starting to question the role that digital plays in our lives - and the value it adds to real life experience in providing purpose and value.
At the intersection of this transformation in digital are the disciplines of Cultural and Experience Marketing. Only by breaking past established ways of thinking can agencies and brands continue to deliver true value, meaning and purpose to clients and customers.
In this presentation, we’ll explore the convergence of current trends, new approaches, and how to incorporate it all into your strategic planning to be ahead of the game in the years to come.
By the end, you’ll be able to:
1) Understand how the core principles of Cultural and Experience Marketing can guide digital planning.
2) Evaluate the fundamental value and purpose that people get from your Brand.
3) Identify and understand current gaps in your strategic and tactical marketing approach.
4) Apply different types of strategic thinking to content, creative, and campaign planning.
5) Be able to identify and become a true Cultural Experience brand.
+++
More @ http://SummitX.co
The Retail Rebels - Who Will Conquer the Connected ConsumerJerry Inman
Just like last year’s fashions and the latest iPhone, Millennials are being replaced by the latest and greatest batch of consumers, Generation Z (also known as The Founders). They are Gen Y’s younger siblings who were born between 1995 and 2009. While Millennials continue to be an important market for many retailers and brands, a new purchasing powerhouse should demand your attention. The oldest members of Gen Z are still teenagers, but they already wield a buying power of $44 billion and command the highest influence on family purchases in history. In fact, 93% of Gen Z parents surveyed said their children influence family spending and household purchases, according to the Deep Focus’ 2015 Cassandra Report Gen Z and this continues through 2016. They also make up nearly 26% of the population giving us more than enough reasons to start paying attention.
Just like with Millennials, retailers need to discover how to genuinely connect with GenZ to build trust and loyalty. But beware - it’s been said that GenZ can’t stand living in the Millennial shadow. To secure the favor of the up-and-coming generation of consumers, you have to know what makes them tick. Of course, figuring this step out requires an understanding of what Generation Z values and where they spend their time.
What has emerged to date? Retail rentals or sharing - these new consumers are becoming increasingly used to the idea of a “sharing economy” – tapping into Uber for rides, Airbnb for places to stay or Rent the Runway for outfits. Retailers need this type of disruptive thinking, a digital business transformation to execute, and change management to adopt behaviors for this new breed of consumers. Even if GenZ isn’t your current target audience today, they will be tomorrow and now is the time to grab their attention, so get ready!
It was difficult to avoid the concept of crowdsourcing in 2009. Books were written, contests were held, agencies were formed and ultimately, sides were taken. But for me the jury is still very much out on crowdsourcing. No, not in the ‘is it a fad, or here to stay’ sense, I think the answer there is clear. Crowdsourcing has actually been around for a while and it is here to stay. Rather, I’m still conflicted regarding its effectiveness and more specifically, how is it being used (and misused) and what new forms will it take as more people experiment with the concept.
A collection of findings from the Incite Summit, held in NYC on September 18 - 19.
The Incite Summit helps large brands do innovative marketing and communications. This event focused on customer-centricity, multi-channel, big data, measurement and more.
Featuring insights from brands like Lenovo, L'Oreal, Chobani, MetLife, StubHub, Whole Foods, Smirnoff, Aflac, MolsonCoors, Mastercard, Pfizer and more.
BOBCM: Best of Branded Content Marketing 2015 case studiesJustin Kirby
This special SlideShare edition features 26 projects of all shapes and budgets that were originally published in the three 2015 Editions of Best of Branded Content Marketing (BOBCM). We hope they will provide inspiration and encourage more great work from brands and their branded content marketing partners.
Webinar presentation with Gary Vaynerchuk, NY Times Best Selling Author of Jab Jab Jab, Right Hook , and Mike Corak, EVP of Strategy with ethology for a discussion on the Top 8 social media trends for 2014. #SocialTrends2014
You will hear from Gary who will highlight how it takes more than just planning for the next sale or promotion with a single “right hook” to be successful in today’s marketplace. You’ll learn how to build relationships – the jab, jab, jab – with customers, before that punch to drive them to convert, and knock the competition out of the ring.
You’ll hear from Mike who will discuss how to tie social media across your earned, paid and owned digital media efforts to accelerate your impact and deliver knock-down results.
Both speakers will tradeoff sharing their top social media marketing trend for 2014, so that you can hit the New Year with a powerful punch.
Fast Company's “Innovation Uncensored” brought together the most creative minds in business for two days of idea exchange. Here’s what they talked about.
http://bit.ly/7BigIdeas
by Abigail Marks (@nycabby), Director, Strategy & Operations, OgilvyEntertainment
Super Bowl ads have unique $4+ million USD price tags attached to them – and more media attention than most campaigns receive. But they still face the same fundamental challenges that any planner wrestles with: how can they deliver emotion, novelty and relevance without one undermining the others? And how can they do so in a way that works not only on TV, but across social media as well?
In this webinar, TNS introduces brand new research using social and survey data to find out which brands got it right (Hyundai? Doritos, Wix.com or Heinz? Or seasoned Super Bowl advertiser, Budweiser?) and for which, going viral is simply not enough.
The future of integrated campaigns: the art of transmedia planningtitofavino
Looking at how the media landscape has changed and how we can harness it to develop successful integrated campaigns that connect and engage with the audience in a new and more involving way.
Technology Trends Driving Digital StorytellingTyler Durbin
As technology becomes almost invisibly integrated into our daily lives — in our hands, our clothes, and even our eyes — tracking insane amounts of data and creating nearly infinite customer touch points, great storytelling is still the most powerful influencer of behavior. Learn how current and future technology trends are powering successful storytelling.
Dr. Mathew McDougall, Founder and CEO of Digital Jungle will outline 20 useful considerations when planning a Chinese focused social media program. The per-commencement phase of a social media program is often forgotten or ill conceived thus leading to ineffective outcomes. His talk will introduce the ideas of: 1. Story telling 2. Using research to determine audience segmentation 2. Understanding what metrics make sense to track 3. Liking, Sharing and Engaging.
The world changed. We now live in a hyper-connected world where traditional marketing and traditional branding strategies are not as effective as they used to be. We have to move to a new era where we build brands that actually start making a difference to people, communities and societies.
Where Are The Jetpacks!? Cultural Experience Marketing and The Digital Revolu...Eric Shutt
As technology and marketing evolve, people are starting to question the role that digital plays in our lives - and the value it adds to real life experience in providing purpose and value.
At the intersection of this transformation in digital are the disciplines of Cultural and Experience Marketing. Only by breaking past established ways of thinking can agencies and brands continue to deliver true value, meaning and purpose to clients and customers.
In this presentation, we’ll explore the convergence of current trends, new approaches, and how to incorporate it all into your strategic planning to be ahead of the game in the years to come.
By the end, you’ll be able to:
1) Understand how the core principles of Cultural and Experience Marketing can guide digital planning.
2) Evaluate the fundamental value and purpose that people get from your Brand.
3) Identify and understand current gaps in your strategic and tactical marketing approach.
4) Apply different types of strategic thinking to content, creative, and campaign planning.
5) Be able to identify and become a true Cultural Experience brand.
+++
More @ http://SummitX.co
The Retail Rebels - Who Will Conquer the Connected ConsumerJerry Inman
Just like last year’s fashions and the latest iPhone, Millennials are being replaced by the latest and greatest batch of consumers, Generation Z (also known as The Founders). They are Gen Y’s younger siblings who were born between 1995 and 2009. While Millennials continue to be an important market for many retailers and brands, a new purchasing powerhouse should demand your attention. The oldest members of Gen Z are still teenagers, but they already wield a buying power of $44 billion and command the highest influence on family purchases in history. In fact, 93% of Gen Z parents surveyed said their children influence family spending and household purchases, according to the Deep Focus’ 2015 Cassandra Report Gen Z and this continues through 2016. They also make up nearly 26% of the population giving us more than enough reasons to start paying attention.
Just like with Millennials, retailers need to discover how to genuinely connect with GenZ to build trust and loyalty. But beware - it’s been said that GenZ can’t stand living in the Millennial shadow. To secure the favor of the up-and-coming generation of consumers, you have to know what makes them tick. Of course, figuring this step out requires an understanding of what Generation Z values and where they spend their time.
What has emerged to date? Retail rentals or sharing - these new consumers are becoming increasingly used to the idea of a “sharing economy” – tapping into Uber for rides, Airbnb for places to stay or Rent the Runway for outfits. Retailers need this type of disruptive thinking, a digital business transformation to execute, and change management to adopt behaviors for this new breed of consumers. Even if GenZ isn’t your current target audience today, they will be tomorrow and now is the time to grab their attention, so get ready!
It was difficult to avoid the concept of crowdsourcing in 2009. Books were written, contests were held, agencies were formed and ultimately, sides were taken. But for me the jury is still very much out on crowdsourcing. No, not in the ‘is it a fad, or here to stay’ sense, I think the answer there is clear. Crowdsourcing has actually been around for a while and it is here to stay. Rather, I’m still conflicted regarding its effectiveness and more specifically, how is it being used (and misused) and what new forms will it take as more people experiment with the concept.
A collection of findings from the Incite Summit, held in NYC on September 18 - 19.
The Incite Summit helps large brands do innovative marketing and communications. This event focused on customer-centricity, multi-channel, big data, measurement and more.
Featuring insights from brands like Lenovo, L'Oreal, Chobani, MetLife, StubHub, Whole Foods, Smirnoff, Aflac, MolsonCoors, Mastercard, Pfizer and more.
BOBCM: Best of Branded Content Marketing 2015 case studiesJustin Kirby
This special SlideShare edition features 26 projects of all shapes and budgets that were originally published in the three 2015 Editions of Best of Branded Content Marketing (BOBCM). We hope they will provide inspiration and encourage more great work from brands and their branded content marketing partners.
Webinar presentation with Gary Vaynerchuk, NY Times Best Selling Author of Jab Jab Jab, Right Hook , and Mike Corak, EVP of Strategy with ethology for a discussion on the Top 8 social media trends for 2014. #SocialTrends2014
You will hear from Gary who will highlight how it takes more than just planning for the next sale or promotion with a single “right hook” to be successful in today’s marketplace. You’ll learn how to build relationships – the jab, jab, jab – with customers, before that punch to drive them to convert, and knock the competition out of the ring.
You’ll hear from Mike who will discuss how to tie social media across your earned, paid and owned digital media efforts to accelerate your impact and deliver knock-down results.
Both speakers will tradeoff sharing their top social media marketing trend for 2014, so that you can hit the New Year with a powerful punch.
Fast Company's “Innovation Uncensored” brought together the most creative minds in business for two days of idea exchange. Here’s what they talked about.
http://bit.ly/7BigIdeas
by Abigail Marks (@nycabby), Director, Strategy & Operations, OgilvyEntertainment
Super Bowl ads have unique $4+ million USD price tags attached to them – and more media attention than most campaigns receive. But they still face the same fundamental challenges that any planner wrestles with: how can they deliver emotion, novelty and relevance without one undermining the others? And how can they do so in a way that works not only on TV, but across social media as well?
In this webinar, TNS introduces brand new research using social and survey data to find out which brands got it right (Hyundai? Doritos, Wix.com or Heinz? Or seasoned Super Bowl advertiser, Budweiser?) and for which, going viral is simply not enough.
The future of integrated campaigns: the art of transmedia planningtitofavino
Looking at how the media landscape has changed and how we can harness it to develop successful integrated campaigns that connect and engage with the audience in a new and more involving way.
Technology Trends Driving Digital StorytellingTyler Durbin
As technology becomes almost invisibly integrated into our daily lives — in our hands, our clothes, and even our eyes — tracking insane amounts of data and creating nearly infinite customer touch points, great storytelling is still the most powerful influencer of behavior. Learn how current and future technology trends are powering successful storytelling.
Dr. Mathew McDougall, Founder and CEO of Digital Jungle will outline 20 useful considerations when planning a Chinese focused social media program. The per-commencement phase of a social media program is often forgotten or ill conceived thus leading to ineffective outcomes. His talk will introduce the ideas of: 1. Story telling 2. Using research to determine audience segmentation 2. Understanding what metrics make sense to track 3. Liking, Sharing and Engaging.
The world changed. We now live in a hyper-connected world where traditional marketing and traditional branding strategies are not as effective as they used to be. We have to move to a new era where we build brands that actually start making a difference to people, communities and societies.
This ebook is a collaboration between myself and Rohit Bhargava for Incite Marketing and Communications.
It features
1) 15 key findings from the Incite Summit East - which happened in NYC in September 2013 (including detail on customer-centric approaches, storytelling, internal social media guidelines, personalization of marketing, and innovation
2) The top 5 Tweets from the Summit
3) 7 pieces of advice from some of the leading speakers at the Summit, including C-suite representatives from L'Oreal USA, Chobani and MetLife
For more on the Incite Summit East, visit www.incitemc.com/east
Dallas retail Summit - Succeeding in the Infinite Marketing Future Mathew Sweezey
This is a variation of the Infinite marketer series specifically tailored to retail marketers, and presented at the Texas A&M Retail Summit 2015. This is a forward to the upcoming book Infinite Marketer to be published in 2016
Liberty & Co Cannes Lions Festival of Creativity - Top 5 Trends 2014Shannon Lewis
As ever, the Cannes Lions International Festival of Creativity was a marathon of ideas and insights. Now into its 61st year, this action packed festival, set along the French Riviera, attracted over 12,000 people from 94 countries. There was no shortage of data or points-of-view.
Liberty & Co. took a few steps back to distill for you what we found to be the key, and consistent, themes.
5 TRENDS FOR DIGITAL AGENCIES (AND BRANDS) TO BE READY FOR 2020Eric Shutt
What trends will shape the (digital) marketing agency of the future? It’s a constant question that agencies and clients are always asking, and always looking for answers. And there’s one theme: many feel unprepared. The goal of this presentation is to look beyond the trends.
How can agencies (and clients) prepare for success years from now? Based on everything we’ve seen — research, conferences, work, email lists, happy hours … We set out to pull together key elements that agencies and clients need to be acting on now for success in the future.
Driving your marketing strategy in 2021. A people-centered framework: attenti...WP Engine
Learn about a people-centered framework for designing your marketing strategy in 2021...one that aligns with your customer’s journey. See examples of companies, including Pepco Holdings, that are doing it right.
Register to watch the on-demand webinar here: https://hs.wpengine.com/2021-marketing-strategy
To survive and thrive in today’s economy, it takes a lot more than just clinging to yesterday’s strategies and hoping for the best. It’s quite simple really, the future will belong to those brands that can rethink and re-imagine their core strategies. But those that fail to embrace change and take intelligent risks, will likely become another sad statistic.
In "Innovate or Die: 10 Ways To Build Your Brand...A Casket", the North team pays tribute to some recent unexpected traumas, epic disasters, and shocking casualties of the new economy.
But before you go reaching for the box of tissue, this presentation isn’t meant to be a downer. It’s to inspire new innovative ways for looking at your business.
Enjoy.
Rediscover and reconnect with your brand in our SynergyHSV Branding Workshop. We’ll solve your biggest brand strategy challenges.
Learn how to establish you own brand and critique others. Come with questions and a hungry mind. Suitable for new & established businesses, marketing staff and serious design students.
Are you sick of meaningless advertising / social media / marketing trends that make no sense to you or your business? So are we. That's why we've created our Anti Trend Report, to cut through the BS and help you focus on what counts – using digital and social to actually grow your brand.
Similar to Killer Content Marketing for Boring Brands (20)
Videos are more engaging, more memorable, and more popular than any other type of content out there. That’s why it’s estimated that 82% of consumer traffic will come from videos by 2025.
And with videos evolving from landscape to portrait and experts promoting shorter clips, one thing remains constant – our brains LOVE videos.
So is there science behind what makes people absolutely irresistible on camera?
The answer: definitely yes.
In this jam-packed session with Stephanie Garcia, you’ll get your hands on a steal-worthy guide that uncovers the art and science to being irresistible on camera. From body language to words that convert, she’ll show you how to captivate on command so that viewers are excited and ready to take action.
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 Secret to Engaging Modern Consumers: Journey Mapping and Personalization
In today's digital landscape, understanding the customer's journey and delivering personalized experiences are paramount. This masterclass delves into the art of consumer journey mapping, a powerful technique that visualizes the entire customer experience across touchpoints. Attendees will learn how to create detailed journey maps, identify pain points, and uncover opportunities for optimization. The presentation also explores personalization strategies that leverage data and technology to tailor content, products, and experiences to individual customers. From real-time personalization to predictive analytics, attendees will gain insights into cutting-edge approaches that drive engagement and loyalty.
Key Takeaways:
Current consumer landscape; Steps to mapping an effective consumer journey; Understanding the value of personalization; Integrating mapping and personalization for success; Brands that are getting It right!; Best Practices; Future Trends
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 session includes a brief history of the evolution of search before diving into the roles technology, content, and links play in developing a powerful SEO strategy in a world of Generative AI and social search. Discover how to optimize for TikTok searches, Google's Gemini, and Search Generative Experience while developing a powerful arsenal of tools and templates to help maximize the effectiveness of your SEO initiatives.
Key Takeaways:
Understand how search engines work
Be able to find out where your users search
Know what is required for each discipline of SEO
Feel confident creating an SEO Plan
Confidently measure SEO performance
SEO as the Backbone of Digital MarketingFelipe Bazon
In this talk Felipe Bazon will share how him and his team at Hedgehog Digital share our journey of making C-Levels alike, specially CMOS realize that SEO is the backbone of digital marketing by showing how SEO can contribute to brand awareness, reputation and authority and above all how to use SEO to create more robust global marketing strategies.
Mastering Multi-Touchpoint Content Strategy: Navigate Fragmented User JourneysSearch Engine Journal
Digital platforms are constantly multiplying, and with that, user engagement is becoming more intricate and fragmented.
So how do you effectively navigate distributing and tailoring your content across these various touchpoints?
Watch this webinar as we dive into the evolving landscape of content strategy tailored for today's fragmented user journeys. Understanding how to deliver your content to your users is more crucial than ever, and we’ll provide actionable tips for navigating these intricate challenges.
You’ll learn:
- How today’s users engage with content across various channels and devices.
- The latest methodologies for identifying and addressing content gaps to keep your content strategy proactive and relevant.
- What digital shelf space is and how your content strategy needs to pivot.
With Wayne Cichanski, we’ll explore innovative strategies to map out and meet the diverse needs of your audience, ensuring every piece of content resonates and connects, regardless of where or how it is consumed.
It's another new era of digital and marketers are faced with making big bets on their digital strategy. If you are looking at modernizing your tech stack to support your digital evolution, there are a few can't miss (often overlooked) areas that should be part of every conversation. We'll cover setting your vision, avoiding siloes, adding a democratized approach to data strategy, localization, creating critical governance requirements and more. Attendees will walk away with actions they can take into initiatives they are running today and consider for the future.
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.
Short video marketing has sweeped the nation and is the fastest way to build an online brand on social media in 2024. In this session you will learn:- What is short video marketing- Which platforms work best for your business- Content strategies that are on brand for your business- How to sell organically without paying for ads.
A.I. (artificial intelligence) platforms are popping up all the time, and many of them can and should be used to help grow your brand, increase your sales and decrease your marketing costs.In this presentation:We will review some of the best AI platforms that are available for you to use.We will interact with some of the platforms in real-time, so attendees can see how they work.We will also look at some current brands that are using AI to help them create marketing messages, saving them time and money in the process. Lastly, we will discuss the pros and cons of using AI in marketing & branding and have a lively conversation that includes comments from the audience.
Key Takeaways:
Attendees will learn about LLM platforms, like ChatGPT, and how they work, with preset examples and real time interactions with the platform. Attendees will learn about other AI platforms that are creating graphic design elements at the push of a button...pre-set examples and real-time interactions.Attendees will discuss the pros & cons of AI in marketing + branding and share their perspectives with one another. Attendees will learn about the cost savings and the time savings associated with using AI, should they choose to.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
Is AI-Generated Content the Future of Content Creation?Cut-the-SaaS
Discover the transformative power of AI in content creation with our presentation, "Is AI-Generated Content the Future of Content Creation?" by Puran Parsani, CEO & Editor of Cut-The-SaaS. Learn how AI-generated content is revolutionizing marketing, publishing, education, healthcare, and finance by offering unprecedented efficiency, creativity, and scalability.
Understanding
AI-Generated Content:
AI-generated content includes text, images, videos, and audio produced by AI without direct human involvement. This technology leverages large datasets to create contextually relevant and coherent material, streamlining content production.
Key Benefits:
Content Creation: Rapidly generate high-quality content for blogs, articles, and social media.
Brainstorming: AI simulates conversations to inspire creative ideas.
Research Assistance: Efficiently summarize and research information.
Market Insights:
The content marketing industry is projected to grow to $17.6 billion by 2032, with AI-generated content expected to dominate over 55% of the market.
Case Study: CNET’s AI Content Controversy:
CNET’s use of AI for news articles led to public scrutiny due to factual inaccuracies, highlighting the need for transparency and human oversight.
Benefits Across Industries:
Marketing: Personalize content at scale and optimize engagement with predictive analytics.
Publishing: Automate content creation for faster publication cycles.
Education: Efficiently generate educational materials.
Healthcare: Create accurate content for patients and professionals.
Finance: Produce timely financial content for decision-making.
Challenges and Ethical Considerations:
Transparency: Disclose AI use to maintain trust.
Bias: Address potential AI biases with diverse datasets.
SEO: Ensure AI content meets SEO standards.
Quality: Maintain high standards to prevent misinformation.
Conclusion:
AI-generated content offers significant benefits in efficiency, personalization, and scalability. However, ethical considerations and quality assurance are crucial for responsible use. Explore the future of content creation with us and see how AI is transforming various industries.
Connect with Us:
Follow Cut-The-SaaS on LinkedIn, Instagram, YouTube, Twitter, and Medium. Visit cut-the-saas.com for more insights and resources.
Digital Commerce Lecture for Advanced Digital & Social Media Strategy at UCLA...Valters Lauzums
E-commerce in 2024 is characterized by a dynamic blend of opportunities and significant challenges. Supply chain disruptions and inventory shortages are critical issues, leading to increased shipping delays and rising costs, which impact timely delivery and squeeze profit margins. Efficient logistics management is essential, yet it is often hampered by these external factors. Payment processing, while needing to ensure security and user convenience, grapples with preventing fraud and integrating diverse payment methods, adding another layer of complexity. Furthermore, fulfillment operations require a streamlined approach to handle volume spikes and maintain accuracy in order picking, packing, and shipping, all while meeting customers' heightened expectations for faster delivery times.
Amid these operational challenges, customer data has emerged as an important strategy. By focusing on personalization and enhancing customer experience from historical behavior, businesses can deliver improved website and brand experienced, better product recommendations, optimal promotions, and content to meet individual preferences. Better data analytics can also help in effectively creating marketing campaigns, improving customer retention, and driving product development and inventory management.
Innovative formats such as social commerce and live shopping are beginning to impact the digital commerce landscape, offering new ways to engage with customers and drive sales, and may provide opportunity for brands that have been priced out or seen a downturn with post-pandemic shopping behavior. Social commerce integrates shopping experiences directly into social media platforms, tapping into the massive user bases of these networks to increase reach and engagement. Live shopping, on the other hand, combines entertainment and real-time interaction, providing a dynamic platform for showcasing products and encouraging immediate purchases. These innovations not only enhance customer engagement but also provide valuable data for businesses to refine their strategies and deliver superior shopping experiences.
The e-commerce sector is evolving rapidly, and businesses that effectively manage operational challenges and implement innovative strategies are best positioned for long-term success.
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About this guide
Written by:
Jane Hunt, Marketing Director
Research by:
Lauren Harrison, Content Specialist
Design by:
Megan Amirghiasvand, Graphic Designer
About JBH
The content marketing agency reimagining
diverse brands all over the world through
bespoke campaigns.
We enhance brand visibility for our clients by
planning, creating, managing and distributing
out of this world content. Pioneering leaders in
bespoke interactive infographics and masters of all
kinds of killer content, we help brands of all sizes
and verticals channel the very best in design and
digital trends.
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TOUCH
If you need help creating content for your brand contact hello@jbh.co.uk
For more information visit jbh.co.uk or call (+44)1604 211 227
3. 3
We can’t all work for Nike and
Apple, but with the help of
our 10 clever content tips any
product can shine.
Brands aren’t boring - only boring content is
boring. Coming up with something memorable
and original when you are representing a “cool”
brand can be difficult enough, but when the brand
or product you are selling is more practical than
pretty, the challenge becomes even greater.
Some brands were born to steal the spotlight
and sell products that practically sell themselves.
Others require a spoonful of imagination. Create a
marketing masterpiece for a wallflower brand and
the sense of accomplishment will be even sweeter.
4. 4
“If people aren’t talking about you,
they’re not talking about you for a
reason. And the reason isn’t that they
dislike you. They’re not talking about
you because you’re boring.”
- Seth Godin
5. 5
How We Use the Internet
Facebook now drives 25% of all
web traffic (Shareaholic) with 2.46
million pieces of content being
shared across the network every
minute. (Jeff Bullas)
277,000 tweets hit the Twittersphere
every minute. (Jeff Bullas)
2014 saw the use of video content
increase by 8% to 58%, while
infographic usage increased by
9% to 52%. (DemandGen Report)
6. 6
Which Content Works Best?
Facebook posts earn 340%
more shares than each of the
other four major social networks
- except for food content, which
performs best on Pinterest.
(Contently)
70% of people prefer to learn
about products through
content as opposed to through
traditional advertising. (Inc)
Case studies (73%) overtook
webinars (67%) as the second
most popular form of B2B
content in 2014. (Demand Gen Report)
LinkedIn accounts for 21% of
shares of high-engagement
publications in the business
vertical. (Buffer)
92% of consumers say they
trust earned media while only
half trust paid ads. (Digital Stats)
7. 7
Social media is clearly uniquely powerful in terms
of reach. With so much being said online, it’s
imperative that you select the right content to
make your brand a part of the conversation. Teach
yourself to pitch less and entertain more.
“There are no dull products,
only dull writers.”
- David Ogilvy
8. 8
Masterful content is
anything but boring.
Many brands sell products and services which serve
a legitimate purpose without being particularly
attractive or inspiring. These products need inventive
and effective marketing just as much (if not more)
than smartphones and brightly-coloured smoothies.
When you started your career in marketing, an
unimaginative interviewer might have turned to
you and said, “Sell me this pen.” To get the job, your
answer would have had to stand out, or at least
come across as slightly more creative than those
given by everyone else interviewed that day.
9. 9
Would you have been excited by the pen?
Probably not. But if you wanted the job you would
have done whatever you could to make it seem
interesting.
A well-executed strategy ensures that you’ll only
ever be boring to those outside of your target
market. With a little imagination any product can
be showcased in an interesting or surprising way.
“SELL ME
THIS PEN!”
Dull brands need love too. Take a look at our 10 tips, unleash
your imagination and get creating the sort of killer content
that could sell a two-wheeled bike to a unicyclist.
11. 11
“Good stories give big voices
to small ventures”
- Neil Patel Rikita Puri, Quicksprout
12. 12
While whisky probably isn’t what can be called a
“boring” product, the lesson is there. Using brand
storytelling to give potential consumers a real and
direct experience of your values is key in establishing
human-to-human connections. Create something
authentic and your story could be inspiring or at
least interesting to certain groups, earning their
respect (and with any luck, recommendation).
You could use your content to tell the story of your
people; what motivates your team, what attracts
your customers. You could place your product
or brand in historical context. Whatever you do,
choose something which marks you out as unique
and, more importantly, as human.
Selling an everyday product doesn’t mean that
there’s nothing cool about your brand. Every
company has a unique story to tell about its
origins, its people and its own way of doing
things. Products and services are only one part
of that story.
Megabrand Jack Daniels stepped outside of a
crowded marketplace by concentrating its marketing
on heritage and tradition; think black and white
imagery, Frank Sinatra and a focus on JD’s romantic
charcoal-filtered Tennessee backstory.
What’s your name and
where do you come from?
14. 14
74% of online consumers
get frustrated with websites
when content appears that
has nothing to do with their
interests. (Janrain)
86% of consumers say
personalisation plays a role
in their purchasing decisions.
(Infosys)
15. 15
While using software and tokens (such as calling
your users by name) is a great start, reaching
audiences on a deeper level requires showing that
you know them through the very nature of your
content. Focus your content on the consumer -
not the product. Showcase your readers’ interests,
lifestyle and passions and create results that
resonate in your community.
In the past, digital marketing required little more
than wide-cast-nets, one-size-fits-all messages
and generic actions. Today’s content requires
relevance and context. There are a complex
spectrum of users out there, with different needs,
using a range of devices. Showing your customers
that you recognise their needs as individuals is a
highly significant gesture - and it doesn’t have to
be complicated.
Coca-Cola mastered personalisation back in 2013
with the Share a Coke campaign - by replacing its
usual branding with 150 of the UK’s most popular
names the brand became a continuous presence
on social media.
17. 17
“No business, particularly a
small one, can be all things
to all people.”
- How to Start Your Own Business, The Staff of Entrepreneur
Media, Inc.
18. 18
iconic design and continued attention to unique
patented innovation means that the brand
continues to dominate its own high-end corner of
the market.
Your unique selling proposition will lead the way
to an understanding of your niche. Dyson aims its
products and content at consumers with a little
more to spend looking for a high-quality, durable
and trusted product. It is far easier to develop and
pitch content at a clearly defined market - the
people most likely to be interested in your unique
strengths and features.
The first rule of business tells us that if you’re
not cheaper than your competitors, you need to
be better. Identifying and promoting what sets
your brand or product apart is key in effective
marketing. It could be a small screw that makes
a big difference - make sure your customers and
potential customers know about it.
In the late 1970s, James Dyson deduced that
incorporating cyclonic separation would allow for
a vacuum cleaner that didn’t lose suction. While
it’s true that vacuum cleaners aren’t particularly
sexy, Dyson’s combination of playful marketing,
Is there anything unique about
your product? How it is made?
What can you do with it?
20. 20
A great tip is to work using opposites. If you are
selling something dull and useful, silliness can
work brilliantly. If you are selling something fun, a
deadpan serious advertising campaign often goes
down a storm.
The effectiveness of a lighthearted approach has
been proven across a wide variety of industries,
from flat-pack furniture to politics. Humour doesn’t
have to be particularly elegant, silliness works too
- just look at funny, memorable and manly brand
Old Spice. Selling refrigerators? Think outside (or
inside) the box and conduct an experiment to see
how many people you can fit in a fridge.
Be playful, but be careful. Unfortunately, in the
wrong hands, humour is easy to get wrong.
Random is fine, bizarre is good and witty is
better but there’s a fine line between funny
and awkwardness which must be observed
at all times if you want to avoid damaging your
brand’s reputation.
Comedy is the most-watched
type of YouTube content,
with 58% of adults watching
humorous videos online.
Why so serious?
22. 22
Of the millions of websites
in existence, WikiHow ranks
at a very respectable 206 in
terms of traffic. (Alexa)
How-to guides are the
second most watched type
of content on YouTube.
(Pew Research)
23. 23
on Method’s Soap Dish blog underline the brand
philosophy of natural cleanliness, organisation and
comfort within the home.
To appeal to those actually in need of your content,
jazzing it up will amount to no more than depth,
design and presentation. Give your consumers the
information they need, delivered in an attractive,
friendly package that makes it easy to digest.
If you can’t make your content exciting, make
it as educational as possible. “Boring” or not,
whitepapers remain extremely effective in terms
of influencing buying decisions.
Eco-friendly household cleaning product company
Method have nailed compelling, useful content
for a typically “boring” niche. With colourful design,
beautiful photography and rich instructional
content, the tips, tricks and how-to guides featured
People love instructional content -
it’s practically what the internet
was invented for.
25. 25
“We appeal to human
beings, not Googlebots.”
Luke Lewis, Editor of Buzzfeed UK
26. 26
The seemingly random approach has been working
since before Compare the Market took insurance
quotes from mundane to meerkat and shows no
sign of slowing down any time soon.
Using strange facts, concepts, images and ideas is
particularly effective when creating content with a
hook for journalist outreach.
Just ask niche masters Buzzfeed UK. Relevant,
different and shareable - strange content is a
great way to engage and entertain audiences.
In 2012, Melbourne’s Metro Trains enjoyed
phenomenal success with its cutesy yet controversial
public services announcement video, “Dumb Ways
to Die”. The video went viral and is still popular more
than 3 years later.
Weird works.
28. 28
“Truth makes many appeals,
not least of which is its
power to shock.”
- Jules Renard
29. 29
Shock value can be particularly useful when
creating content for appeals and charities. Save
the Congo shocked us in 2013 with Unwatchable
- a film which awakens the reader to the violence
involved in the Congo’s minerals trade by bringing
it home to the leafy Cotswolds.
While that particular stat may have been invented
for the sake of irony, there’s no doubt that credible
facts and numbers can be incredibly persuasive.
Surprising readers and journalists with hard-hitting
stats is a great way to get them to sit up and
pay attention. Present some stats that represent
a problem and then show how your brand or
product can offer the solution.
Did you know that 73.6% of all
statistics are made up?
31. 31
While retaining naked information can be difficult,
a story told visually or through the use of different
mediums can have a much greater impact.
Working in this way might mean a greater focus
on things like concept and design or making use
of different types of content in order to make your
data pop.
We are visual creatures.
While only 10% of people
remember what they hear,
80% of people remember
what they see and do. (Hubspot)
32. 32
“A good piece of content should
be like a good skirt...long enough
to cover what’s important, short
enough to keep it interesting.”
Infographics are a great way of showing complex
data in a creative and concise way. Ideally, you
want to create something memorable and
distinctive - beautiful, considered design goes a
long way.
Good presentation doesn’t just refer to the way
things hit the eye. Using relatable analogies to
explain complex problems shows your human side
and makes your data easier to digest.
34. 34
In a world where technology and automation have
become increasingly more adept at replacing human
work, demonstrating your humanity has become one
of the best ways of setting yourself apart.
No matter what brand you work for, your greatest
resource is your people - your staff and your
customers. Find out how they use your product,
then ask them to show others. Asking your
customers to share their experiences of your brand
on social media can be extremely effective - and
means that your customers and potential customers
will be doing a lot of the heavy lifting for you.
With B2C customers (and more often than not with
B2B customers), business babble can be both dull
and alienating. Be human - eliminate shoptalk and
write like you speak.
82% of buyers say they trust a
company more when its CEO
and senior leadership team
are active on social media.
(GroSocial)
35. 35
“Cats are better than dogs.
Discuss.”
Another approach is starting another conversation
altogether. Like shock tactics, polarising people is
a simple concept, but one that works. Encouraging
people to talk about a subject - even if it’s not
about the product itself, makes your brand a part
of the conversation.
DEFINITELY
NOT TRUE
37. 37
If your staff feel that they are more creative when
working independently then encourage them,
but make sure there is regular time allotted for
collaborating with the rest of the office.
According to The New York Times, the “new
groupthink” is taking the business world by storm.
Introduce “Whiteboard Wednesdays” (other
weekdays are available) and have a good brainstorm.
There are no wrong answers and the process
will give you and your team the opportunity to
get everyone on the same page, screen or board
regarding the direction the brand is going in.
Don’t shy away from expressing half-baked ideas,
that’s often where the magic happens! One person’s
offhand remark might just be the seed that grows
into a successful campaign.
Choose the work dynamic that fits
your brand and your people.
38. 38
A Final Word of Warning...
Breaking away from your comfort zone can
be risky and you may leave yourself open to
criticism.
If you are open to taking on an entirely new
aesthetic - make sure above all else that it makes
sense as a chapter in your brand’s ongoing story.
These days, the world of marketing moves quickly
. If something hasn’t been as successful as you
might have hoped, try to learn from the experience
without dwelling on it too much. Ask yourself why
it didn’t work, breathe and move on.