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Author: shanna

April Fools’ Day Inspiration For Marketers

“Always be on the lookout for the presence of wonder.” What E.B. White was missing from the rest of that quote was “…and April Fools’ Day pranks.” Did you fall for a prank or two on this global holiday celebrating all things jokes and good fun? As brands become more social, more companies are jumping on the April Fools’ bandwagon externally, and creative marketers are pushed beyond their normal brand constraints to develop content that pushes the limits -- yet is believable and relevant to their fans’ interests. As marketers, there’s a lot that we can learn from the big successes -- and flops (it’s almost better to not run a prank than to have one that completely falls flat)....

“Always be on the lookou...

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Personalization at Scale

As the popular pop music lyric goes, “Say my name, say my name, when no one is around you.” There’s no doubt about it, making your content personalized makes people feel more included and wanted. In life, love, and marketing you have to build personal, one-on-one relationships; there’s no way around it. But how do you build a relationship from out of thin air? The answer lies in personalization. Prospective customers want to feel like you understand them and would be a beneficial addition to their lives. Talking about your value proposition and giving a hard sell from the get-go will not result in love at first sight; so when it comes to effective lead generation, webinars are a great way to deliver...

As the popular pop music lyric...

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Why Didn’t He Ask Me Out Again?

Last week I went to an awesome event with one of my friends and met someone very special. He was the host, ever charismatic and engaging. He talked, I listened. I talked (in the Q&A portion), he listened. There was a genuine conversation. I demonstrated interest by asking questions and even did a little Google search before going. Heck, I even sent a few live tweets with the event hashtag because it was *that* cool. So imagine my surprise when after the event, I heard… nothing. Well, it’s only been a week so I’m still waiting. He’ll follow up, right? I mean, he has my email address and phone number. He knows how to contact me… Imagine the above situation within...

Last week I went to an awe...

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A Marketing Tale as Old as Time

It’s a marketing tale as old as time: people buy from those that they like. Who would you rather spend a year-long (with potential for renewal!) contractual relationship with: someone who is flexible, dependable, and you admire; or someone who is rigid, prone to breakdowns, likely to flake when you need them the most. Thanks to the rise of social media, companies big and small are being humanized as they interact with customers and fans on a 1:1, personalized basis. As such, marketing and sales have moved from being more transactional to more relationship-driven. How well we work with others is key to long-term success – both as professionals and in our personal lives. In our Q1 storybook, Beauty and the...

It’s a marketing tale as old...

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Las Vegas Survival Tips for Marketers

It’s that time of year again. Q1 and Q2 tend to be packed with user conferences and company sales and marketing summits and it’s likely that you’ll be hitting the road for one soon (if you haven’t already). Many companies choose to host events in Las Vegas — in fact, 2014 alone saw 22,103 conventions with almost 5.2 million delegates according to the Las Vegas Convention and Visitor’s Authority! As your resident friendly marketer who has just returned from an epic weekend with two coworker friends in Vegas, I’ve compiled a list of tips and tricks to not only survive a Las Vegas — or really any — conference, but to thrive (and hopefully return without a cold). A Social...

It’s that time of year a...

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The Netflix Effect: How to Make Binge Worthy Content

  Is what’s in your Netflix cue more or less exciting than what’s in your content marketing and editorial calendars? If Netflix wins that battle (which, let’s be honest, come the weekend it will), then maybe you should consider the art and science behind the binge watching phenomenon taking hold over us all. As journalist Raju Mudhar wrote, “Entertainment is fast becoming an all-you-can-eat buffet. Call it the Netflix effect.” In 2013, Netflix released all 15 episodes of season 4 of Arrested Development at the same time, seven years after the show was cancelled. Reports show that within the first 24 hours, 10% of viewers had already made it through the entire season. Do your fans consume your content this quickly...

  Is what’s in y...

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Trimming the Fat: Lean Marketing Tips

Did you spend a little too much during the holiday season? Want to cut down on your caloric intake of programmatic spending? While I have been bombarded with messages lately on ways to trim the fat, be healthier, and move more, I can’t help but think about how much we as marketers are often called to practice lean approaches in the start of a new year. How are you supposed to do more (run more miles faster or create more shareable content) with less (calories, money, time, team members)? Fear not, marketing friends, I have compiled a list of tips to help you have your most successful lean marketing year yet! Use these three marketing tips to jumpstart your marketing...

Did you spend a little too...

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The Ugly Holiday Sweater of Content Marketing

If my social calendar is any reflection of a larger trend, ugly holiday sweater theme parties are gaining popularity at an alarming rate. Whether we like it or not, these itchy, unflattering, obnoxiously fantastic sweaters are here to stay and are a celebration of all things gaudy and awesome. If there is anything that this rising trend tells us as marketers, it’s that sometimes what would traditionally be considered unsexy is now becoming not only mainstream, but the uglier the better — when in the right setting. As marketers, we are often tasked with marketing items that would traditionally be unsexy like research findings, white papers, and data sheets; alongside the more exciting items like sizzle reels, sweepstakes, and fun memes!...

If my social calendar is a...

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‘Twas The Fire Drill Before Christmas

'Tis the season to be jolly… and stay up late launching your holiday campaigns and solidifying 2016 plans! We’ve all been there -- those late nights at the office, long after others have left and are snugly tucked into bed, eagerly awaiting the arrival of fresh leads from your newest campaign that is so hot it practically melts the ice off of the Grinch’s heart! But sometimes problems happen, 404 errors occur, the utm codes don't work properly, and we marketers need a little help. What do you do when this happens? Luckily, for our marketing friend Mary Christmas, there is holiday magic in the air and the man in the big red suit is here to lend a helpful marketing hand.   Pour yourself...

'Tis the season to be jolly…...

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Setting the Table for Content Marketing Success

The holidays are upon us! This year, I am hosting Thanksgiving dinner at my home for the very first time and am more excited than a child on Christmas Eve to welcome everyone with festive cheer. I have spent the last few days menu planning, taking stock of what I currently already have and what ingredients I need to buy, checking in with my family on what they want to have and are bringing to the table, and brainstorming creative ways to set the table. This process is also much like the process that many marketers take when creating different types of content for their audience to feast on. As the holiday season comes upon us and we start planning our...

The holidays are upon us! ...

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