Last week, a business colleague told me about a new social media management tool I have to try. It was casual conversation, but for brands, there’s power in that recommendation. Humans crowdsource by habit. We regularly seek others’ opinions, advice and ideas when making purchases both in our personal and professional lives. Many, many decades ago, when marketers recognized the power of word of mouth and figured out how to create that one-on-one feeling within mass marketing, the testimonial was born. Continue reading “The Evolution of Testimonials in Marketing and Their Power Today”
We’re sending you warm thoughts a sweet New Year. But before you close the door on 2018, here’s a look back at the most-read posts on glee. Interestingly, not one topic dominated the top of the charts. Readers were interested in trends and best practices in topics across the board including content marketing, event marketing, copywriting and social media. Continue reading “glee’s Top Posts of 2018”
The pace of change in the marketing industry did not slow down in 2018. Last year we posted a blog that curated experts’ prediction for 2018 and many of them held true. Influencer marketing exploded. AI continued to insert itself into the industry through chatbots and more. Video marketing hit a new high. So looking into the crystal ball…where will the industry go in 2019? Will influencer marketing continue to climb? Will marketers put more efforts into content? Digital strategies? Social? And will social as we know it change? Continue reading “2019 Outlook: Content Marketing Goes Long”
When you’re trying to sell more product, memberships, event tickets, or something else, it’s tempting to jump right into tactics. But, throwing money into an unproven strategy isn’t ideal. That’s why, whenever you start a new campaign either annually or to launch a new product or effort, it’s critical to go through a process that builds a strategy based on data.
This is the 7-step method I use to build strategies. It can be time and labor-intensive, but each step provides an important piece of the puzzle. Continue reading “The 7-Step Plan for Creating a Content Marketing Strategy”
What does the world really think of the marketing messages they are confronted with all day every day? The results of two recent surveys give us valuable insight into the psyche of our audiences and can help us create new strategies or refocus our current ones. Here are a few highlights along with my thoughts on the recent survey reports you’ll want to dig into as you prepare for 2019:
Adobe reported findings from its latest survey that say consumers are reading your emails while on vacation (78 percent), while watching TV (60 percent) and yes, while they are in the bathroom (40 percent). Smartphones are the primary way people check their email with 85 percent reporting the device as their preferred method. When asked what one thing they could change about emails from brands, the top answer (39 percent) was “make them less promotional and provide more information”. Ahhem, content marketing anyone?
To capture the attention of consumers (B2C and B2B), marketers need to develop email strategies that aren’t simply empty promotions flooding inboxes. Email content needs to be short, valuable or provide an incentive to purchase to maximize effectiveness.
It’s important when creating an email strategy and writing the actual message to remember that people are most likely receiving your end product on their smartphone. If people are scrolling by on phones, they are potentially not stationary and are definitely looking at a much smaller screen. For these two reasons alone, short and to the point is critical. (See my past post, People Don’t Read and How Writers Can Adapt) for more on this point.) Need even more ideas for improving your email campaigns? Here are 3 Tips to Help Boost Your Email Marketing Efforts from Social Media Today.
Do you talk to your customers when creating your content personas? If not, you’re in good company. Content Marketing Institute (CMI) found that only 42 percent of marketing and sales teams talk to their customers during audience research. That’s an issue. CMI says marketers should stop trying to infer customer needs from data and rather, let them tell us directly. Makes sense.
The B2B Content Marketing report is chock full of important insights (as it is each year) that are too numerous to name, but other highlights include the responses from top-performing content marketers that they put their audience’s informational needs first (90 percent) and that their audiences view them as a trusted resources (96 percent). These principles are the cornerstones of content marketing. Content marketers who adhere to them are seeing the benefits of doing so in their results.
And speaking of audience’s informational needs and trust and strategic content marketing tactics… Have you ever considered conducting your own proprietary research? Survey results can fuel a lot of content marketing initiatives beyond an initial report such as blog posts, infographics, webinars, presentations and more. Plus, the entire effort could be a new sponsorship opportunity or strategic partnership for the organization to cover the costs.
Get it right! Contact glee to support your email and content marketing strategies. We handle everything from strategy to copywriting using the latest industry best practices and trends.
On this day one year ago, I announced that I was starting glee Content Marketing. My goal was to combine my skills in marketing strategy, copywriting and social media marketing with my passion for executing new marketing tools and trends in ways that make sense for my clients. Making this kind of change after spending 11 years at the same job came with a little anxiety. Like with any new venture, I was confident in my product, but slightly nervous about how it would all go.
I never could have imagined just how great the year would turn out. I’ve had the wonderful opportunity to meet new people, grow my relationships and work on dozens of interesting projects. I’m proud of the effort I’ve put into running and growing a business. I’m happy that I can be a role model of hard work and success for my children (they may be young, but they now know what conference calls, invoices and clients are!)
I appreciate very deeply the trust my clients have put in me and my abilities. Collaborating with you and delivering the best work has been a true pleasure. I’m also grateful for the support of my friends and family who have sent me leads and given me advice on running a business or just asked me how it was going.
I’m looking forward to another year of new challenges and the chance to apply my skills in new ways, learn about new marketing trends and deepen my working relationships with clients. I hope to have you with me as the journey continues!
I’m happy to announce that I will moderate an upcoming TSNN Webinar, “Creating Memorable Event Experiences: Game On!” On Thursday, November 8, 2018 at 1 pm ET, event organizers are invited to participate in the free webinar which will feature a discussion between a panel of event organizers on creating memorable experiences for event attendees.
Panel members include Krista LeZotte, Senior Director of Conferences at ASAE, Katie Stern, General Manager at Game Developers Conference at UBM Tech and John Washko, Vice President of Exhibitions and Conventions at Mohegan Sun. Working within a variety of industries, these experts have already designed unique event experiences for their audiences and will share that process and its results with webinar participants.
This topic comes at an important juncture for event planners. Rethinking the traditional education/exhibition/networking format is critical in order to remain competitive and there have never been more tools with with to do it.
The discussion is designed to help planners embark on their own experience design journeys by identifying all of the areas of their events that could be enhanced, demonstrating how they can use technology and how they can partner with their venue to create unique experiences.
Email campaigns good. Digital and paid social campaigns are great. Content marketing campaigns are essential. But there are five things that event marketers should do to keep their strategies at the top of their game. This infographic identifies the additional marketing activities your team should be working on to make the biggest impact with your target audiences.