This Week in Content Marketing: Could Digital Advertising Be Ready to Pop?

digital-advertising-ready-pop

PNR: This Old Marketing with Joe Pulizzi and Robert Rose can be found on both iTunes and Stitcher. If you enjoy our show, we would love it if you would rate it or post a review on iTunes.

In this week’s episode

Robert ponders whether we can teach ourselves to be more curious. On the news front, we discuss the state of digital advertising based on reactions to this year’s Cannes Advertising Awards, and offer our strong opinions on yet another article that throws shade at the term “content marketing.” Our rants and raves include CPA Australia and why content creators are crazy; then we close the show with an artistic example of the week courtesy of Botticelli.

Download this week’s PNR: This Old Marketing podcast

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Show details

  • (00:01): An advertising blast from the past: “Gumball Bank”
  • (00:30): Robert muses on this week’s theme: Are you curious enough?
  • (04:30): Welcome to Episode 190: Recorded live on July 3, 2017 (Running time: 1:06:05)

The PNR perspective on notable news and trends

  • (08:32): Cannes delivers a lesson on the…

Big Q CMOs: The CMO’s role in today’s technically advanced world

Prakash Patel

by MarkLives (@marklives) Is there a new C-suite executive on the horizon? Is it time to redefine the role of the CMO, possibly by agreeing that the roles of CMO and CTO are aligning and need some level of collaboration? And can this result in more-effective growth strategies for organisations? We asked a panel of key industry executives for their take. First up is up is Prakash Patel of Fogg.

Once tasked with managing communications and brand, the modern CMO’s role has been expanding to include technology, data and impact (ie sales and the bottom line). Where this is not the case, anecdotal evidence suggests shorter tenures, and a loss of prominence and clout at board level.

Prakash Patel

Prakash Patel
Prakash Patel

(@PrakashPatel_1), a seasoned strategist and data-driven digital marketer, is managing director of Fogg Cape Town. Previously, he was CEO of Prezence and chief digital officer of FCB/Mesh. Prior to moving to SA, Prakash spent over 18 years at some of the world’s largest and independent data and digital agencies in the UK. Now he is trying to keep up with tomorrow today and helping brands add value in the #TraDigital era.

Is it a perfect marriage or a marriage of convenience? Either way, a marriage is in the horizon.

Today’s digitally savvy customers are far more-sophisticated, -demanding, -hyper-connected, anywhere and everywhere with their experiences underpinned by technology. This has changed their relationship with brands, where they are now in charge, and we, as marketers and brands, need to be and play where they are — regardless of what technology, platform or device they are using. This huge responsibility has most fallen mostly under the remit of both the CMO and CIO in today’s age of the customer.

Age of the customer

So, it’s with no surprise that the results in a survey conducted by Forrester quoted “what’s increasingly apparent is that to succeed in the age of the customer, CEOs depend upon their CMO and CIO to connect customer insights to business outcomes through business technology — the technology, systems, and processes to win, serve, and retain customers.”

But I believe that the question is not only about how organisations and C-suite executives need to re-evaluate their roles but, more importantly, how they need to collaborate like never before to ride the waves of uncertainty for times of possibilities in aligning their goals using integrated technology, ICT, digital and data.

The Forrester report also looked at the partnerships and relationship between CIOs and CMO.

“Empowered customers have an unprecedented ability to make rapid decisions, weigh and review products with peers, and provide feedback in social channels anywhere in the world. Brand value is now tied to product experiences and the outcomes they deliver.”

In response to the survey, it’s not all gloom and doom, as technology harnesses the power of change and is the opportunity for marketers to rethink their internal business strategies from the top down. Like it or not, CMOs and marketing have found themselves in a unique position, in that technology and digital have become a prerequisite of marketing, whether it’s through websites, mobisites, apps, social media, emarketing, hardware, data, insights, databases or customer platforms — technology underpins and drives it all. Through this, the CIO and CMO’s strategic partnership is becoming…

4 Ways To Improve Storytelling When Building Your Brand

Storytelling is one of the most powerful ways to appeal to audiences.

It is a method used to not only share the story of who you are, what you do, and what you want to accomplish with the public, but also a way to form a personal relationship with your audience, and create an engaging and approachable platform for you and your brand.

business storytelling

I recently noticed a Facebook video created by Catherine Howell. Catherine achieved over 10,000 views on a Facebook video in which she executed this simple storytelling technique—be candid and sincere. This allows your audience and clients to feel personally connected to who you are, encouraging trust and the desire to work with you in the future.

Catherine Howell is the Founder and CEO of Eight Loop Social, and the Facebook Ads Academy. I reached out and asked her to share some insights on how to improve digital storytelling.

From her experience, Catherine recommends 4 things whilst storytelling to enhance your brand.

1) Know Who Your Audience is and What You Want to Achieve

Before creating content, the first step is to get a solid grasp of WHO your audience is. Once you have this, you can begin to break your audience down into the various personas that make it up.

Unfortunately, most brands don’t even go down this far into their audience mapping and—as a consequence—content is too generalized and broad. Therefore, it can be difficult to create relatable content.

Catherine explains, “Once you have your personas, what you would normally do is to map out pillars of communication that are required to help the brand achieve whatever outcome is required—awareness, consideration, purchase, and loyalty. If the aim is to build awareness and consideration for a new product – the pillars may include things like sharing reviews—consideration, introducing solutions to problems—awareness, and sharing experiences provided by the product’s community—social proof/consideration”.

2) Be Specific.

By underpinning videos with specific micro-moments and experiences, brands can cut through…

Marketing Day: Designing mobile-first content, SEO for SaaS & Facebook’s video chat

Here’s our recap of what happened in online marketing today, as reported on Marketing Land and other places across the web.

From Marketing Land:

3 ways to use search query data from Google Search Console

In my last column, I covered how you can use Google’s Search Console to learn about the health of your website.

Search Console has another helpful report, called Search Analytics, which gives you an overview of how your website is performing in Google’s organic (non-paid) search results — namely, it shows some of the search queries people used to click through to your website.

In this column, I’ll explain how to read the report. I’ll also share a few simple strategies on how small business owners can use it to improve a website’s non-paid Google search results and website marketing in general.

How to read the Search Analytics report

To access the report, log into Search Console, and then click “Search Traffic” in the left-hand navigation. Search Analytics is the first report listed within this menu option. If you’re not able to access Search Console, it may be because you have to verify your website first.

The Search Analytics report enables you to see search data from various perspectives. As you can see in Figure 1, you can filter by Queries, Pages, Countries, Devices and Search Type (Web, Image or Video). Within each of these, you can filter more granularly: Click the radio button for Devices, for example, and you can filter by Desktop, Mobile or Tablet.

search analytics report
Figure 1: Search Analytics report filters

You can also customize the date range. Unlike Google Analytics, which archives data for years, Search Console only shows the last 90 days of search query data.

At the top of the report, you can check four boxes: Clicks, Impressions, CTR and Position. Once you check these, the data then appears in the rows below. (Figure 2).

search analytics report
Figure 2: Search Analytics report showing Clicks, Impressions and more.

Search Console data differs from what you see in Google Analytics, and if you’re a new user, it can be a little confusing, as the terms aren’t the same. In Google Analytics, for example, visits to a website are called “Sessions” — and one person can have multiple sessions.

Analytics also shows Sessions data by Channel, meaning the source of the searcher: Organic (non-paid search, including non-Google properties), Paid, Referrals, Direct and Social.

Search Console, on the other hand, provides click data, which refers only to the people who clicked through from the Google search engine to your website.

What I like about Search Console is that it lets you see the actual search queries people used when clicking through to a website. Before you get too excited, however, you should note that Google gives you only a small percentage of these queries — and the way it presents this data can be a little confusing at first.

If you use AdWords, the terms Clicks, Impressions, CTR and Position should look familiar to you, but if you don’t, here’s what they mean:

Clicks

This is the number of clicks to your website per search query. Caution: Google does not provide search query data for each of the clicks to your website for the selected time range.

In Figure 2 (above), you can see that this particular website had 177 clicks for the last 28 days. The actual search query data, however, only shows 49 of those clicks (i.e., 28%).

Impressions

This is the number of times your website listing appeared in the Google search results for various searches. In Figure 2 (above), you can see Search Console shows 12,061 impressions. Caution: Google counts impressions any time your website…

UberMedia buys Cintric to blend first and third party data for ‘always-on’ location

A few years ago most marketers didn’t know how to use location; it was about “geofencing,” Starbucks and mobile coupons. Today they literally can’t get enough of it.

Brands, retailers and agencies have discovered the versatility and utility of location data — for audience targeting, attribution and competitive insights — and are increasingly hungry for “always-on” mobile location. However always-on location is not easy to get.

It typically requires a first party relationship or data supplied via a first party relationship (i.e., an app with location enabled). Most companies working with location data access it through the exchange bidstream. That data is generally full of inaccuracy and even…

5 tools, tips and hacks to maximize your SEO output

This article was co-authored by my colleague at Go Fish Digital, Chris Long.

Part of being an effective SEO is being incredibly efficient with the tasks at hand. You just aren’t going to have the time needed to go deeper and continue to add value if you’re spinning your wheels doing manual, repetitive tasks.

Because of this, we have always valued things that can make you more efficient: tools, scripts, automation, and even interns!

Today, we dig deep into our toolbox to pull out five of our favorite ways to maximize your SEO productivity output.

1. Automate Google Analytics data extracts & reporting

Generating monthly reports is one of those repetitive tasks that can consume a day or more at the beginning of the month (especially in the agency world!).

If you’re manually pulling data from Google Analytics, you need to be constantly checking that your date ranges are correct, that you’ve applied the proper segments, that you’re analyzing the right metrics, and that you’ve accessed the primary profile in the first place. Not only would automating this type of reporting save time, but it would also ensure consistency and eliminate mistakes.

And while scheduling reports in Analytics is fine, reporting can really be taken to the next level with the Google Analytics Add-On for Sheets. This add-on is a lifesaver for us during reporting time!

By adding this to Google Sheets, you can pull data directly from the Google Analytics API without ever having to log into the Analytics interface. To start, you’ll need to configure which metrics, date ranges, segments and profile the API should be pulling. Next, you simply run the report; the data is then loaded into your spreadsheet automagically.

The beauty of this whole system is that once you have set up your reporting framework, the amount of time spent gathering Google Analytics data each month should be drastically reduced.

For most of my reports, all I do is adjust the date ranges at the beginning of each month, and I let the API apply all my segments and collect only the metrics I need. I also create charts in the same spreadsheet that reference the cells this data gets pulled into.

With some very minor changes to the spreadsheet each month, I’m able to pull all of the data I need and have it formatted into easy-to-read charts.

This little add-on easily saves me about a day’s worth of work every single month.

2. Find…

Spend Management Experts to Bring Supply Chain Viewpoints to the C-Suite Network

Partnership to deliver insights and opportunities to executives looking to maximize efficiencies within the supply chain.

New York, NY – August 1, 2017 – C-Suite Network today announced a new content sharing partnership with Spend Management Experts, a leading supply chain spend management consultancy. Together they are launching a content driven group providing C-Suite Network members industry news, events, content and networking opportunities.

C-Suite Network, the world’s most trusted network of C-Suite leaders, hosts a variety of partners who share relevant content and services with its members. This partnership is significant as it marks the network’s expansion into transportation and distribution content.

The group is an open forum for discussions surrounding supply chain networks varying from, and not limited to, lowering transportation costs, distribution planning, vendor inbound freight, outbound freight, disruptors, carrier advancements, consumer expectations, and warehouse fulfillment strategies.

“We’re excited to be partnering with Spend Management Experts to offer our members first-hand expertise and leading industry news in supply chain spend management,” said Thomas White, CEO of C-Suite Network. “Members have the opportunity to not only read and learn from the content but to also engage and network.”

The C-Suite Network seeks sponsors and partners that provide added value to their community of C-level executives. Each one has been carefully vetted to ensure they provide executive quality services and exceptional value to members.

“Our goal is to bring C-Suite Network members techniques, strategies, and market knowledge to optimize efficient transportation and distribution networks, especially as customer expectations and technology advancements transform the supply chain landscape,” said John Haber, founder and CEO of Spend Management Experts.

To learn more about the C-Suite Network or to request to become a member, visit: https://c-suitenetwork.com/

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About C-Suite Network
C-Suite Network is the world’s most trusted network of C-Suite leaders, with a focus on providing growth, development and networking opportunities for business executives with titles of vice president and above.

C-Suite Network brings leaders together through a private online community for executives. C-Suite Network also offers invitation-only conferences held three times per year, custom-tailored content on the C-Suite Network blog, C-Suite TV, C-Suite Radio, C-Suite Book Club, and educational programs from C-Suite Academy. Learn more at www.c-suitenetwork.com, or connect on LinkedIn, Twitter and Facebook.

About Spend Management Experts
Spend Management Experts is a leading supply chain spend management consultancy that helps companies optimize spend across the supply chain reducing costs by 20 percent or more. Our finance background and experience analyzing shipping costs relative to carrier profitability enables us to develop effective supply chain optimization strategies across transportation, distribution and fulfillment. We leverage cutting-edge proprietary models to identify savings opportunities and build negotiation strategies based on data and meaningful business cases, while providing clients with straightforward details on exactly how savings are derived. For more information, please visit www.spendmgmt.com. Connect with Spend Management Experts on TwitterLinkedInGoogle+ and the Spend Management Experts blog.

How to Explain Content Marketing to Anyone

how-explain-content-marketing-anyone

The concept of content marketing has been around for hundreds of years (see this example from 1672), and the discipline has gained incredible popularity since 2007, according to Google Trends.

Google-Trends-Content-Marketing

But, when we recently launched a new e-book that answers common content marketing questions, we learned that many of our readers are just getting started. As such, we want to make sure we continually cover the basics. Whether you are new to the practice, need a new way to look at what you’ve been doing, or need help explaining this to your relatives, this post is for you.

Content marketing as your family would understand

When people ask what you do, does your response receive a quizzical look? “So, what is it exactly that you do,” they ask after you explain your job.

My husband was in this camp until he told me about a newsletter that covers trends affecting financial markets. He looks forward to receiving it each day. He explained that the newsletters didn’t have anything to do with the funds the broker was selling, but the information was solid and valuable – and it was useful research for the investments he makes.

“That’s content marketing,” I explained. It was an aha moment for my husband’s understanding of content marketing – content marketing is educational but is not about the products the company sells. The vendor offers such good information that you become loyal to the brand.

I can share another example that is close to my daughter’s heart. American Girl uses content to transform something that is a commodity – a doll.

American Girl has so much content – and so many content experiences – for its audience, that it’s truly staggering. For instance, it offers:

While all the ways American Girl connects to its audience are too numerous to cover in this one post, I’m particularly amazed by its print publications. For instance, The Care and Keeping of You is a book all about growing up for girls. It ranks second in its category (and 76th most popular among all books on Amazon.) It’s from a brand selling dolls – but the subject has nothing to do with the dolls.

product-details-american-girl-book

American Girl Magazine is a top seller in several categories.

product-details-american-girl-magazine

In short, American Girl’s content marketing focuses on how a child can interact with the doll or things that are important to this demographic.

For parents, think about BabyCenter. When I was pregnant and then raising my older daughter, I considered BabyCenter to be required reading. It’s a perfect example of content marketing. According to its website, it is the No. 1 pregnancy and parenting digital destination, and eight in 10 new and expectant moms online use BabyCenter each month. The site is owned by Johnson & Johnson, which sells products for babies.

Content marketing explained to marketers

Hopefully, those examples make it clear that content marketing isn’t about the brand, your products, or your services. It’s about your audience. What do they care about?

And, more importantly, how can you be the one to provide something no one else is, which in turn elevates your brand from a commodity to something people embrace?

Content marketing is different than traditional product marketing efforts like sales collateral and other product-specific info. Content marketing…

Marketing Day: SnapChat ads, SEO projects & Evidon

Here’s our recap of what happened in online marketing today, as reported on Marketing Land and other places across the web.

From Marketing Land: