Just in time for the holiday season (or, really, the almost holiday season because America starts early like that), Uber is rolling out its group events service UberEVENTS. The ridesharing giant launched UberEVENTS in beta about a month ago in six cities throughout the United States and included Uber for Business users to test the product. The service is now available nationwide, starting… Read More
Big cities like San Francisco and New York are digital meccas, home to many of the world’s largest technology startups — and to hordes of smartphone-toting, app-using consumers. But when it comes to making a name for themselves, many of the companies hoping to influence these techie urbanites are going decidedly analog. In these cities, and others, it’s hard to miss the… Read More
TECH AND GADGETS
The Godfather of Content Marketing has struck gold again. Content Marketing Institute founder Joe Pulizzi has a new book that will hit shelves and Amazon carts this September. His newest book, Content Inc.: How Entrepreneurs Use Content to Build Massive Audiences and Create Radically Successful Businesses is a delightful blend of inspiration from Joe’s personal experiences building Content Marketing Institute and advice businesses can follow to create an actionable content business model. Content Inc. takes readers down the logical path from starting their journey, to monetization and creating next-level content. When the Godfather releases a new piece of content it is always worth a read. If you don’t, you may have to answer to his loyal base of subscribers and followers. Below are some highlights of Content Inc. as well as an exclusive interview with Joe on his new book. What You’ll Learn in Content Inc. By focusing on building an audience first and defining products and services second, an entrepreneur can change the rules of the game and significantly increase the odds of financial and personal success.– Joe Pulizzi How to Lead with Goal Setting There is a big difference between inherently having an idea of what your goals might be, and actually getting them down on paper and persistently working to achieve them. Even though this book is largely about content, Joe makes sure to emphasize that you should document all goals, personal and professional in order to be successful. This approach can help you prioritize and scale your business model. The 6 Step Content Inc. Model This book is built around what Joe calls the “Content Inc. Model” which is a six step process marketers can follow to efficiently and effectively develop a winning content marketing program. What are the steps? The Sweet Spot: A blend of your core knowledge and passion. Content Tilt: Defining what makes you different from your competition. Building the Base: Determining which content distribution channels will be your foundation for publishing. Harvesting Audience: Leveraging different methods to draw in new audience members. Diversification: How to break out from your base distribution channels and build additional streams. Monetization: Once you’ve scaled your model, how will you use it to generate revenue? Real-Life Examples of Why Content Inc. Works Content Inc. has a high impact ending. After we’ve been instructed on the six steps, given prompts for action and resources for more information, we have the best part; examples. Readers can gain inspiration from hearing more about how companies like Razor Social, Lego, Marriott and more have found success from following the Content Inc. Model. From the Mouth of the Godfather of Content Marketing This book review wouldn’t be complete without some additional insight from the author, Joe Pulizzi. Here is how Joe describes the notion of Content Inc. in his own words: Who is Content, Inc. for? The book is perfect for two audiences. First, for startups and small businesses, Content Inc. can serve as the underlying business model for long-term growth. Build a loyal audience and sell them whatever you want. Second, the book can really help marketers in larger companies who need to be change agents. Marketers looking to build a valuable audience in a specific content niche – that ultimately will help them drive more leads, more sales or new lines of revenue. In chapter one you talk about “Beginning with the end in mind”. What impact has goal setting had your own career? My life changed for the better when I started to do two things. First, write down my goals (with actual pen and paper). Second, review those goals daily. You have no idea what kind of impact this can make on your life. It’s such an easy thing to do that no-one does. Another concept you reference is about “Unleashing Your Passion”. How did you find your passion for content marketing? I don’t like the idea that marketers only sell and don’t make positive change happen. That’s why I love content marketing. You can increase the bottom line while, at the same time, help your customers live better lives or get better jobs. Content marketing is the only kind of marketing that provides ongoing value, whether you purchase the product or not. Isn’t that what all marketers want to do? Provide real value? What are three things you want people who read Content, Inc. to walk away understanding? That the way we’ve been launching and growing businesses is not right anymore for how people consume information. Building an audience around valuable content is the absolute best way to start and grow a business for the long-term. That even though Content Inc. is not a get-rich quick scheme or will make immediate impact in your business, if you follow the six steps and consistently execute on the idea, you will be successful. Any sized company can do this. Any company or person can follow the six steps. I love it because it’s democratic. Bigger budgets don’t necessarily win. The competition can copy everything we do as companies except for one thing – how we communicate. That means delivering an amazing content experience to our customers on a regular basis is THE most critical thing we should be doing as marketers, business owners and communication professionals. What Should You Do Next? The way that Joe structured Content Inc. is incredibly powerful. He provides enough information to make the content actionable, without creating paralysis from information overload. If you’re looking for a content model to follow, enjoy a good story, or just want to know more about the man behind Content Marketing Institute, I would strongly recommend pre-ordering a copy of Content Inc. on Amazon. The book will be released on September 8, 2015 to coincide with the annual Content Marketing World event hosted by Joe’s team in Cleveland, OH. The TopRank Marketing team will be in attendance, and our CEO Lee Odden will be speaking on the topic of Participation Marketing: How to Co-Create, Optimize & Socialize Content With Influencers. We are very excited about Content Marketing World and look forward to learning from some of today’s top content marketing experts and connecting with other passionate content marketing individuals. See you there! Gain a competitive advantage by subscribing to theTopRank® Online Marketing Newsletter. © Online Marketing Blog - TopRank®, 2015. | Book Review & Interview: Content Inc. by Joe Pulizzi | http://www.toprankblog.com The post Book Review & Interview: Content Inc. by Joe Pulizzi appeared first on Online Marketing Blog - TopRank®.
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MAKE IT MODERN
SmartThings’s smart home devices are getting a lot sleeker — and a lot more powerful — as of today. The company today is releasing a new line of updated home sensors and a new, more powerful hub. In addition, SmartThings is rolling out a more simplified application centered around specific events and spots in a home, such as a bedrooms and kitchens for locations, and events… Read More
“Why not let every client who sets foot in the door know that this agency has entered the future?” – Don Draper If you ask most people what they think a mainframe is, most will likely get visions of black and white photos of antiquated computers housed in an IBM backroom. As the Vice President of Z Systems Marketing for IBM, it’s Deon Newman’s job to change that perception. Believe it or not, all of us are connected to a mainframe multiple times each day. The stats might actually surprise you. For example: 80% of all corporate data resides or originates on mainframes. 55% of all enterprise applications need a mainframe to complete transactions. 30 billion business transactions are processed on mainframes every day. It’s staggering to consider how much we touch this technology when most of us don’t think of this as relevant technology. In his presentation, Deon shared a great case study of how IBM created a series of marketing campaigns to bring relevance to their mainframe product and create a more contemporary approach for the way the product is used. Below is a case study of how IBM took on a challenge of changing industry perception head on. Case Study: How IBM Changed Perception of Their Product & Increased Revenue by 20% YOY The Challenge The whole industry is abuzz with moving all information to the cloud, which can quickly make a product like IBM’s mainframe, seem irrelevant. As the 50 year anniversary of one of their most popular products was quickly approaching, they knew it was time to transform the brand and reposition their offering. The Journey of Brand Transformation & Repositioning IBM had a new technology coming out in January of 2015 and the 50th anniversary of the launch of the mainframe 50 in April of 2014. Many people wanted to run away from the term “mainframe” because it was associated with a legacy concept (which in the IT world is a dirty word). The company used this milestone as an opportunity to project and flip the perception. Instead, they focused on hitting some of the milestones and focus on what the product enabled, including helping put a man on the moon and ticketing systems for airline companies. The team at IBM developed a client led communication program called “The Engines of Progress”. They went into some of their biggest clients, and enabled them to tell their own stories about how they have changed their industries and the world. The Engines of Progress clients included Walmart, Visa and First National Bank. Each in their own right have had an impact, and here are their stories in their words: Walmart: Visa: First National Bank: Part of what you’ll notice is that IBM leverages modern themes throughout this entire campaign and that they aren’t pushing their product. Within this series, they focused on brands that are leaders and seen as market movers. The other great thing about this client-focused campaign is that leadership within these companies wanted to be involved in the campaign. These videos helped tell IBM’s story digitally and the clients saw this as an association with something very iconic to be proud of. In addition to celebrating what IBM had accomplished with current clients, they also wanted to start focusing on cultivating Generation Z. They created an academic initiative that included 180,000 students around the world, in 1,400 schools in 70 countries. They created a contest called “Master the Mainframe” which was a three round gaming contest designed to introduce mainframe gaming to the new generation. The five finalists of the contest were brought on stage were highlighted as part of the 50th anniversary celebration. IBM was able to bring the next generation of skills into the fold to celebrate the anniversary of one of their first products. Results Beyond the feel-good vibes that the campaign created, it’s important to determine if IBM was successful in changing the minds of their customers, potential customers, and their community at large. The results, speak for themselves. The campaign had: More than 100 million social impressions There were over 150 articles written about the campaign More than 75 events supporting the campaign were hosted around the world Additionally, 20-30 of IBM’s clients ran their own events to support the campaign. This was incredibly inspiring and worked to reactivate IBM’s 400,000 employees who learned a lot more about the platform throughout the process. Overall, revenue has increased 20% year over year The lesson of this experience wasn’t that IBM sold a lot of mainframes (which they did) but that they found something contemporary with a credible story and linked these two things to help market and sell their platform. Gain a competitive advantage by subscribing to theTopRank® Online Marketing Newsletter. © Online Marketing Blog - TopRank®, 2015. | Case Study: How IBM Changed Perception & Increased Revenue by 20% YOY #MPB2B | http://www.toprankblog.com The post Case Study: How IBM Changed Perception & Increased Revenue by 20% YOY #MPB2B appeared first on Online Marketing Blog - TopRank®.
Marketing executives are more challenged than ever to create effective organizations and operations to succeed in an increasingly converged, content and inbound marketing world. In this latest TopRank Marketing Digital Marketing Spotlight interview, Rishi Dave, CMO at Dun & Bradstreet, talks about the strategic responsibility differences of entering a CMO role, advice on creating an effective inbound marketing organization, the importance of content, the convergence of marketing and PR and whether senior executives should focus on their personal brand. It’s been nearly two years since you moved from being Executive Director, Digital Marketing at Dell to your current role as CMO at Dun & Bradstreet. What are some of the changes you had to make in terms of your responsibilities, marketing organization and the change in industry? A CMO role differs greatly from a senior marketing role. I cover a much broader scope beyond the digital focus I had at Dell. As well, as the Dun & Bradstreet CMO, I spend a significant amount of time with my peers driving the broader company strategy beyond the marketing function. However, my modern marketing mindset contributes valuably to the strategy. I also act in an external capacity, both in the offline and online world. This allows me to remain transparent and accessible to all audiences as the face of the company and its culture. What are some of the criteria an organization should satisfy to have a CMO level marketing executive, vs. a SVP or VP of Marketing? The answer depends entirely on the goals of the organization. Does the company merely need a great marketer, or a leader to implement a vision across the entire company with a marketing mindset? A CMO drives customer experience – the totality of interactions a customer has with the company across all areas. A CMO drives customer experience – the totality of interactions a customer has with the company across all areas (sales, marketing, service, product, contracting, etc.). Modern CMOs have the skills and authority to integrate all these silos to provide an integrated customer experience while other marketers may not. While at Dell, you built the digital inbound marketing capability and organization. What advice do you have for other marketing executives challenged now to do the same? Don’t simply jump into tactics…make sure you have something unique to say. Don’t simply jump into tactics around analytics, technology, and content operations. Make sure you have something unique to say and that the organization understands what that messaging is. Until you have that, and a culture that supports it, great execution of inbound will not break through the noise. At Dun & Bradstreet, I focused first on working with the Chief People Officer to drive a clearly defined purpose and values. My team then built a new go to market strategy and associated messaging. Only after this did we start to scale the inbound machine to drive pipeline. Marketing and communications roles are converging within many organizations as owned, earned, paid and social media intertwine. With PR, AR and Marketing as part of your domain, what does the modern marketing and PR entity look like? Are they converged, independent or something new? Communications plays a critical role in driving early stage thought leadership for the company as a whole to all the firm’s constituencies. Public relations experts are the storytellers to media, analysts, and influencers, leading to broad marketing and brand awareness, while other disciplines of marketing are concerned mostly with selling to customers. Both PR and marketing functions leverage the same resources (content, digital, production, creative, etc.) to get things done which ensures integration of efforts and messaging. According to the annual CMI and MarketingProfs study, fewer marketers are implementing content marketing and yet many organizations are still dealing with content shock (too much content). What role does content play in your demand generation and overall marketing plans? Content is fundamental. I have a separate organization reporting to me that focuses on content marketing. However, they don’t just create content. They orchestrate the entire content supply chain which consists of coordinating all the people, both internally and externally, who are creating content and ensuring that there is a process from content ideation to creation to promotion. There may not be a need for more content, but there is a need for higher quality content that delivers new insights. The study referenced is more reflective of the fact that a handful of marketers are creating too much content that is simply repetitive and uninteresting, repackaging the same messaging in new and faux-clever ways as click bait. There may not be a need for more content, but there is a need for higher quality content that delivers new insights. How do you balance hiring more marketing staff vs. using outside vendors and agencies? What trends do you see in terms of outsourcing vs. insourcing marketing talent? External vendors and agencies generally possess a specialized skill or technology that we cannot replicate internally or one that we do not need on a consistent basis. This contrasts from the more general agencies of a long time ago. We evaluate our external provider portfolio constantly and make changes as needed given the rapidity of change. How important is it for senior marketing executives to pay attention to their own personal brand? Any advice for those ignoring it? Every marketer must meticulously manage his or her personal brand. I give this advice to undergraduates all the time. If you are not managing your personal brand, especially online, you don’t have a visceral understanding of how marketing works. Also, every hiring manager will look at how you manage your online brand first. Managing your online profile provides an incredible opportunity to practice everything that makes marketers great. Managing your online profile provides an incredible opportunity to practice everything that makes marketers great (writing, creative, tech savvy, etc.). In many ways, the CMO represents the company, and must manage his or her profile. What are some of your top digital marketing priorities for 2016? We’ll continue to refine our go-to-market messaging and strategy, and part of that work will include an increased and enhanced Web presence. We will scale marketing more effectively globally, drive pipeline, and build the brand through efficient and effective communications / influencers. We’ve been testing Account Based Marketing successfully and we will look to scale this substantially. How do you stay current on marketing and technology and what information sources do you find most useful? I am a voracious consumer of content on the Web and books (mainly psychology and sci- fi). I find blogs and online influencers most useful in learning about the latest thinking in marketing, while books are most useful in understanding dense topics like psychology and the predictions of the future. Let’s play social media word association. What’s the first word that comes to mind for each of the following social networks or apps? Facebook – friendsVine – hardLinkedIn – B2B contentTwitter – InfluencersMeerkat or Periscope – Wait and seeGoogle+ – noSnapchat – youthYouTube – viralInstagram – photosFlickr – photosPinterest – beautifulMy Space –consumer Thanks Rishi! You can connect with Rishi on Twitter and LinkedIn. Be sure to watch for the next in our series of digital marketing interviews with senior marketing executives at major B2B and B2C brands. Gain a competitive advantage by subscribing to theTopRank® Online Marketing Newsletter. © Online Marketing Blog - TopRank®, 2015. | Digital Marketing Spotlight: Rishi Dave, CMO at Dun & Bradstreet | http://www.toprankblog.com The post Digital Marketing Spotlight: Rishi Dave, CMO at Dun & Bradstreet appeared first on Online Marketing Blog - TopRank®.
In Europe, Google’s Digital News Initiative is a partnership made up of many publishers across the member countries working together to push digital journalism forward. The DNI partnership birthed Google’s Accelerated Mobile Pages, a new project designed to offer lightning-fast page load times based on a new type of HTML and optimized caching. Now, Google is taking the DNI to the next level with the announcement of a €150 million ($169 million USD) fund for companies in Europe looking to build “bold” projects to push digital journalism forward. The new fund is a no-strings-attached award that will pay startups, individuals and… This story continues at The Next Web
Apps are continuing to trickle into Apple's wearable, with recent standouts including Airbnb, Google and...BlackBerry? The company once called RIM has announced Apple Watch support for its messaging service, BBM. When reading the product description on the iTunes store, you find that the companion app will allow you to share photos and voice notes, see when people are responding to your messages, and even offer groundbreaking features like delivered and read receipts. There isn't a wide variety of alternatives available on the Apple Watch at the moment -- with WhatsApp and Facebook messanger still missing from the app store -- but maybe there's a reason for that. What's your PIN? Let's discuss this some more through our wearables. Source: iTunes
Online Marketing News: LinkedIn & Instagram Get The Message, 1 Billion Facebook, Google Penalizes...
United States Of Emoji – The Most Popular Emoji in Each State [Infographic] – Which emoji does each state use more than others? SwiftKey put together an interactive infographic that allows you to see which emojis are used more or less in each state and compare your state to any other. SwiftKey Instagram Direct Messaging Features Get Significant Update – Facebook’s focus on messaging has trickled down to Instagram, which announced several enhancements to the Instagram Direct messaging features it introduced in December 2013. SocialTimes Top 100 B-to-B Advertisers Spent $4.8 Billion on B-to-B Ads – The 100 largest business-to-business advertisers spent an estimated $4.8 billion on U.S. b-to-b ads last year, up 0.9% from 2013, according to Ad Age Datacenter’s analysis of measured-media spending from Kantar Media. Ad Age Study: Google’s New Local Pack Shows In The Number One Spot 93% Of The Time – Now, with the new 3-pack local results box, you are way more likely to see them in the number one position. Search Engine Land New Study: The Average Worker Spends 30 Hours a Week Checking Email – For most workers, simply checking to see whether they’ve got a new email consumes as much time as they spend doing productive work. Inc. Twitter Faced SEC Questions on Changing User-Engagement Metrics – Twitter has regularly changed its own metrics for success, and the U.S. Securities and Exchange Commission is noticing. Ad Age Facebook Hits One Billion Users in a Single Day – For the first time ever Facebook recorded one billion daily active users this past Monday, August 24th. Facebook CMOs to Invest More in Brand Experience with Content Marketing – New research from The CMO Club and IBM shows that 57 percent of CMOs expect their marketing budgets to increase over the next two to three years, and content generation will be their biggest expenditure. ClickZ LinkedIn Launches New Messaging – The wait is over. We know people love to message each other, and now it’s easier than ever to do so on LinkedIn. If you’re like me, you’re probably having more and more short-form and casual conversations with your professional peers every day. See what has changed when messaging on the social site. LinkedIn Google to Penalize Sites That Prompt You to Download Their App – Google has come out fighting against app download interstitials — those prompts you get from some websites that want you to download their mobile app. Search Engine Journal Report: Ad Spending on the Mobile Web Doubled Last Year – Smaato, a global advertising platform for mobile publishers and app developers, has released its Global Trends in Mobile Programmatic Report, which analyzed data from billions of mobile ad impressions served on its exchange in the first half of 2015. The report found while apps still account for the most overall ad spending on mobile devices, spending on the mobile Web increased by 100 percent over last year. SocialTimes Only 14% of Marketers Integrate Campaigns Across All Channels – A new Econsultancy report in partnership with Adobe found that companies are still struggling to embrace multichannel marketing. Econsultancy From our Online Marketing Community: On How to Improve Influencer Engagement? Avoid These 50 Fails, Muba Mi said, “Wonderful list of fails on influencer marketing. A few of them even make one never be in connect with a targeted influencer. They are the people who don’t have time to review their decision and once they de-friend someone never add him again. Thanks a lot for sharing this epic post. Have a great day mate.” heidicohen commented, “Lee–Thank you for including me. I love how fun you make this piece to read. Every PR professional should print it out and post it in front of their computer before they call or email. Happy marketing, Heidi Cohen” And tompick responded, “As outstanding as this list is Lee, I think you missed a big one (or am I the only person this happens to?) – completely off-topic pitches! (Which show the PR flack really has no idea who you are.) I blog about b2b technology marketing and related topics – yet I’ve received pitches about fast food restaurant videos, new menswear brands, Hollywood movies tie-ins to food brands, and pet care products (just in the last few days). Ugh.” What were the top online and digital marketing news stories for you this week? Thanks for reading and have a great weekend! Infographic: Express Writers Gain a competitive advantage by subscribing to theTopRank® Online Marketing Newsletter. © Online Marketing Blog - TopRank®, 2015. | Online Marketing News: LinkedIn & Instagram Get The Message, 1 Billion Facebook, Google Penalizes Pop-Ups | http://www.toprankblog.com The post Online Marketing News: LinkedIn & Instagram Get The Message, 1 Billion Facebook, Google Penalizes Pop-Ups appeared first on Online Marketing Blog - TopRank®.
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Last month the Screen Actor's Guild - American Federation of Television and Radio Artists started the process to strike in an effort to be better compensated. Now, the union members have voted and over 96 percent feel that a strike is in order to protect themselves. As a refresher, the organized voice actors are asking for royalties on games they performed in that sell over two million copies, stunt pay for particularly stressful roles (those sustained screams and yells can do damage) and stunt coordinators for certain situations, among other things. Where do the actors like the cast of The Last of Us up above go from here? Back to the collective bargaining table. This vote doesn't mean that the union will strike, but it gives them the option to do so if negotiations fall apart. [Image credit: Imeh Akpanudosen via Getty Images] Via: IGN Source: Screen Actors Guild