• 6 Social Media Ad Mistakes Brands Need to Avoid

    . Once you have set these business goals, it’s much easier to plan your campaign. As Maheux explains, “An audience question could be “How do I measure the impact of our social efforts effectively? “For example, if a piece of content relates to video content marketing, make sure you’re targeting people who have interests in those fields or whose job titles align with the topic you’re promoting,” Maheux says. Maheux recommends you test your content organically first, before you put budget behind your ad. Maheux recommends planning your budget before each month begins. If you don’t plan ahead, you’ll be wondering where your budget went—and it’ll be difficult to properly measure the success of each campaign.
  • Combine These 5 Research-Based Ingredients for Higher-Quality Content

    Existing loyal customers are drawn to quality content, too, in large part because it builds trust and authority, creating top-of-mind awareness for your brand. What’s most important for business owners, however, is to have a way of knowing if your content will build authority, trust, and, hopefully, customer love before you get to this judgment by third parties. Or goals, since so few are clear on what they should be. By 2021, more than 75 percent of global mobile data traffic will be from video content, according to a 2016 Cisco study.. YouTube is currently the number two search engine behind its sibling Google. For example, you could create and post a short YouTube video of you answering the question, then write a blog post and embed the video. Repeat the process with the entire list of questions, making notes of what worked and what didn’t. Over time, readers will recognize that you respect their time and their goals, leading them to see your brand as a resource for pertinent, easy-to-consume information. Should you reasonably expect to be successful after following the advice shared in the content? Of all the information I’ve given to business owners and seen them find success with, this one stands alone.
  • 10 Ways the Cannabis Industry Is Rebranding to Meet Its Biggest Challenges

    Regardless of how you feel about the industry, cannabis is rebranding, and has the potential to become everything you think it’s not. Language and content are limited by state and federal regulations, subject to labeling requirements related to the specific states. Social media is normalizing pot. Social media has a way of making all things. Medical marijuana has wide acceptance. Some neighborhoods and social circles host tastings for strains and their recipes. They not only endorse the presence of cannabis, but also normalize its acceptance as a higher level, socially acceptable pleasure. “The events we produce focus on integrating cannabis with lifestyle activities that people already enjoy, such as dining, shopping, spa, wellness and similar experiences," COO Mary Vallarta told me at a recent event. "They want to know about your farming practices and planning.
  • 4 Pro Techniques for Making Fascinating Content

    . How it is that some articles manage to grab our attention even with all the distractions online today? Use data and images to lend instant credibility. Human brains love proof, numbers and images. I might skim right past a powerful statement buried within the text of an article. Use stories to keep readers engaged. Try this: Instead of making your point outright, present an example that really illustrates your message. It will resonate much more with your readers, and they'll be much more attentive.
  • Learn Influencer Marketing 5 Ways

    While working with influencers isn’t all that new, my experience talking about influencer marketing with B2B brands (and many agencies) has taught me that many B2B marketers are not fully aware or confident about where working with influencers fits in their marketing mix. To learn what we’ve learned, I invite you to check out the following 5 events where I will be talking about influencer marketing from essentially 5 different perspectives. Now I’ll be giving a keynote to the community where I got my start in marketing and I can’t tell you how much that means to me. Map focus topics to your normal content, SEO, advertising and media relations plans.To be the best answer wherever customers are looking and influenced, it’s more effective if there is continuity of message across channels where buyers discover and consume solutions content. Start recruiting through social engagement long before you ask influencers to collaborate. When content is part of your influencer collaboration, then you’ll have all the measurement opportunities with any other content marketing program as well. Whether you are in New York for Advertising Week, Boston for Marketing Profs B2B Forum, San Francisco for Dreamforce, Las Vegas for Pubcon or Milan for SMXL, I hope to see you so we can connect and learn from each other about the amazing world of influencer marketing.
  • 27 Things You Can Do to Promote Your E-Book

    Your e-book could be the next game-changing, Content Marketing Award-winning, produce-into-a-major-motion-picture piece, but without promotion, nobody will click, download, read, or even see it. Promoting an e-book goes beyond creating a landing page, tweeting a link, and emailing it to your customers. The more you chop it up and share it, the more e-book buzz you’ll create. Write a guest blog post for sites covering the topic. Include the e-book in two or three places on your website, such as the home page, resources section, customer log-in page, and sidebar callout. Create a content pack for existing prospects, including a case study, e-book, one-sheet, etc. Print it and include it in a care package to customers and prospects. Check out a wealth of content marketing resources in the Content Marketing Institute e-book library, from The Essentials of a Documented Content Marketing Strategy to Digital Governance: A Primer for Content Marketers.
  • This Week in Content Marketing: Could Apple Go Wrong With Its Billion Dollar Content Investment?

    PNR: This Old Marketing with Joe Pulizzi and Robert Rose can be found on both iTunes and Stitcher. Our rants and raves include Zillow’s book on real estate and Harvard Business Review; then we wrap up with an example of the week on AAHA Magazine. And any company pursuing them with English-only content is likely limiting its revenue potential. As a result, any company limiting the conversation to a single language is also severely limiting its own growth potential. And there is little doubt that tomorrow’s leading brands will be those that grasped today’s unparalleled opportunities. Register today, and don’t forget to use coupon code PNR100 to save $100 on the cost of registration. You can also use coupon code PNR 100 for a $100 discount on the cost of your one-year subscription to the foremost training program in the content marketing industry. By acting as the leading custom publisher for thought leadership content on how to take proper care of pets and other animals, AAHA has earned its place as a best in breed example of This Old Marketing.
  • How to Get Customers to Participate in a Case Study

    . In fact, most B2B marketers consider customer testimonials (89 percent) and case studies (88 percent) as the most effective content marketing tactics, according to a Salesforce post mentioning B2B content marketing trends. Follow these tactics to help persuade your customers and get them excited about participating in your marketing case study. Meet with your customer success, sales, and marketing teams to explain why case studies are necessary to the success of your marketing strategy – and ultimately, sales. Create a case study request email template for your internal teams to use to make requests of your customers. Thus, create a short-term incentive plan and communicate your long-term approach to all in your organization. Use the short-term time to get the support of the relevant department heads to motivate their teams to suggest happy – and willing – customers. And you still get the benefit of a positive testimonial. Creating a plan to secure that permission – and enlisting your internal teams to help – is essential for short- and long-term case-study success.
  • This Week in Content Marketing: Advertising Groups Loathe Apple’s New Browser Policy

    PNR: This Old Marketing with Joe Pulizzi and Robert Rose can be found on both iTunes and Stitcher. In the news, we discuss Apple’s new browser settings that have the advertising associations crying wolf. Our rants and raves include the fall of bundled television and the Ohio Lottery; then we close the show with an example of the week from Fearless Girl. Videos of 100+ sessions from Content Marketing World 2017 will be available for a limited time through our video on demand portal. 1: Robert came across some breaking news that he considers to be required reading. According to Marketing Charts, the broadband market has just surpassed the pay-TV market in subscriber numbers for the first time. (48:57): Robert’s ranty/rave No. While, on the surface, his outlook seemed a bit more hopeful this time around, Robert takes issue with how Pritchard’s message has been interpreted and encourages marketers to read between the lines. The campaign led me to a website for the Ohio Lottery, which asks people to share their inspiring stories for a chance to win a T-shirt and other prizes. Not only is Fearless Girl a lovely sculpture, it’s generated some interesting business benefits.
  • The Starter Guide to Facebook Groups for Business

    Delphi Forums, one of the first, started in 1983. Think about it -- those who start forums are asking potential and current members to spend time each day doing something they don’t normally do, which is going into the forum on a separate site and engage in conversation. Initially as an alternative to forums and to create more community amongst its members, Facebook created Facebook Groups. These sub-groups within Facebook can be created by any individual or business on Facebook. When it comes to business, Facebook Groups are a powerful tool. A restaurant can create a Facebook Group where recipes and local events are shared with its customers. Gathering members/attendees: Facebook Groups can be used to create engagement, relationships and partnerships via members of your group or association, or attendees of your upcoming event. Promoting books or product launches: When launching a new book, we create a “Pop Up” Facebook Group ahead of the launch. Before you launch your next product or publish your first or next book, try creating a Facebook Group to help in your promotions efforts.
  • Wondery’s Founder Explains How Audio Storytelling Could Be the New TV

    . Now, it’s a podcast. People were very much into it. Because we are all about audio storytelling and the power of sound and the emotional power of sound, I wanted people to experience sound without any visual distraction. And then after TiVo and Netflix came, it’s when the golden age of television started with shows like The Sopranos, and Breaking Bad, and Game of Thrones, those shows that you had to watch in a sequence from beginning to end. The same thing is happening now with podcasts and audio storytelling. Serialized storytelling on demand is the future of audio storytelling. Joe: What are some of your favorite branded podcasts and what do you think makes for a good brand activation with audio-based storytelling? Hernan: I think you have to start with content that, first, gives value to the consumer.
  • Tai Lopez’s 7 Steps to Start Your Own Marketing Agency

    Tai Lopez, member of The Oracles, says, “If I had to start out again with no money or experience, I'd find small businesses to pay me up to $10,000 per month to manage their social media." Lopez teaches how to create your own marketing agency with social media and get small businesses to hire you. Social media marketing is a "front-loading" business model, meaning that you put in a lot of work at the start. Create packages. For $1,997, you could manage all of a client's social media accounts and create stories that build their brand. If someone has never worked with you, they’ll be risk-averse to hiring you,” explains Lopez, who believes you should avoid taking any money initially. “You need to prove that you’re making your clients money.
  • Looking for a Brand Ambassador? Hire a Teacher.

    Yet brand ambassadorship in the classroom is becoming common nonetheless; so here are four major things entrepreneurs should consider when deciding what products to pitch to classrooms and how to look for teachers to support those products as brand ambassadors. Recently, as the use of technology in our schools has grown, conversations between businesses and teachers have increasingly included the topic of educationally focused technology. These include the Apple Distinguished Educators program and Google’s Certified Innovator Program. From furniture to devices, companies developing these products can help in facilitating the learning process while testing out new ideas. Working with teachers, you can help create the entrepreneurs of the future. Educators are also using company products to teach students about proper use of the internet, and even introducing kids to basic concepts in computer programming. As brand ambassadors, teachers have the option to utilize products that represent relevant technologies and skills. Don't take advantage of schools. Companies shouldn't try to influence what teachers do, but instead work to provide products that support teachers' role and student learning. They should recognize the individual nature of students and the learning environment, focus on developing the entrepreneurs of the future and be careful not to take advantage of schools that might be under-resourced.