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The Friday Fix - August 14, 2015

Happy Friday Fix, Everyone, and what a glorious Friday Fix Day it is.  This week, we share some great stories that help us analyze content marketing inspiration, what Hollywood has to teach about videos, and what differentiates content marketing from journalism.  We also discuss why you should give your brand the Tin Man treatment (as in, it needs a heart).  We explore one example of a big brand whose unfeeling bot essentially blew up in the company’s face while discussing ways to bring the humanity out in your brand.  That said, happy Friday to you all.  Now, go get your Fix on!

The Journalists Who Refuse to Admit They’re Actually Content Marketers

So, this kerfuffle between Grant Feller and Tom Parker-Bowles happened across the pond.  What began as a cynical tweet (arguably the best kind of tweets) turned into a really interesting analysis of differentiations in content marketing; specifically, what’s the difference in a paid-for article versus one where no one gets paid?  Grant explores what constitutes journalism and native advertising, where lines get blurred, and how everyone’s favorite, storytelling plays into all of it.

How ‘Human’ Content Marketing Connects Brands with Customers

forbes.com

forbes.com

Ross Crooks cheekily starts this article by talking about Coca-Cola’s cringe-worthy #MakeItHappy Twitter bot.  If you don’t recall, the thing was poked by Gawker who fed the bot lines from Mein Kampf, which were then re-tweeted by Coca-Cola.  Um…oops?  So, what’s the point?  Well, the point is actually something we also touted this week, which is that brands have to embrace their humanity transforming them from faceless into friendly.

Your Survival Guide to the Marketing Revolution

Unlike with other revolutions, you don’t need canons, iron clads, and chainmail, though, it couldn’t hurt.  Communication is in upheaval as Brian Roff explains it.  We are trying to communicate with everyone all of the time, and that’s pretty much impossible.  Think of it this way.  Imagine the most beautiful, perfect human specimen of your gender that you can.  Got it?  Okay, now go become that person.  See what I mean?  Were you to do that, you’d need help, which is exactly what Brian says we need to achieve our communication goals.  Another point this pundit makes is to avoid getting into autopilot.  I like sharing tools with you guys because they can help, but when you’re putting your whole mission on autopilot, you’re losing it.  Anyway, I’m going on a bit here, so check out Brian’s article on the revolution and how you can emerge victorious.

What Startups can Learn about Content Marketing from Aristotle

yourstory.com

yourstory.com

In this article, Reeta Gupta discusses how the Aristotelian elements of reasoning (logos, ethos, pathos) apply in content marketing.  As we all know, logos is the appeal to reasoning; pathos is the appeal to emotions; and ethos is the appeal to ethics.  Reeta breaks it down into forms of content marketing communication.  Whitepapers and case studies appeal to ethos.  Infographics and slideshares appeal to logos, and videos and blogs appeal to pathos.  In this clever piece, Reeta discusses how to incorporate the elements of reasoning into each of these resources. 

Content Marketing Runs on Inspiration

This piece co-authored by Joerg Niessing and Abhinav Kumar struck my interest because as a writer, I know that there are times when the well of inspiration is bone dry, so how do these authors suggest running the machine when there’s no fuel?  Well, their line of thought flows with the same vein of thought that suggests you humanize your brand.  I say that because in this article, the authors share a really fascinating story of how the Amsterdam marathon did just that by defining their run and sharing inspiring stories from the superheroes (runners).  It was so motivating and moving that I really want to become a marathon runner, so I can be part of this.  I guess what they (and I) are saying is that content marketers also need to seek inspiration that will take them through to the end.  Clearly, it can work.

How to Localize Video Marketing: 3 Lessons from Hollywood

skyword.com

skyword.com

As Sophia Lin points out, Hollywood practically wrote the book on excellent storytelling in a video medium, and while you’re probably not looking to make a feature film as part of your video marketing campaign, there’s still a lot to be learned from Hollywood starting with being globally adaptable.  Did you know that 70% of YouTube views come from outside of the U.S?  That’s a huge market that’s just ripe for the picking.  Sophia also advises looking to using globally iconic or relatable faces and to strategize for the long term especially given that YouTube video views usually take about three weeks following the release to really start rolling in, so think in terms of narrative…tell a story to build an audience.

5 Tools Every PR Pro Should be Using to Measure Storytelling Efforts

So, you’re working stories into your brand, which is great!  Now, how can you tell if they’re really doing what you want them to do?  In this article, Beki Winchel shares a few handy measurement tools to enable you to figure out if you’re changing the world one touching kitten story at a time or if your adorable story kittens are just mewing around out there, looking for love.  Measure by using tools like Muck Rack to see who’s sharing your links or Curalate, an image recognition tool that enables you to analyze content on social media sites.  Check out this article for the details and for the other three storytelling measurement tools.

CMOs Believe in the Value of Visual Assets but Don’t Prioritize their Management

b2bmarketingexperiences.com

b2bmarketingexperiences.com

I feel the title of Lisa Hoover McGreevy’s article is akin to saying, “Children believe in Santa but continue behaving as though they want lumps of coal this December.”  Studies and rhetoric have proven effective in that now everyone is convinced in the value of visuals; however, it’s all smoke and mirrors –no action, yet.  One graph in Lisa’s article shows that a staggering 42% simply say it’s “not a priority” while the other 13% across the board say lack of budget, unclear value, and / or are looking into it.  If you find yourself agreeing that visuals are important but aren’t doing anything about it, read Lisa’s article; perhaps she’ll convince you that the positive impacts of visuals on your brand story are well worth acting in congruence with your beliefs less the content marketing elves leave a lump of coal in your annual report stocking.

Three Things Marketers can Learn from Beat by Dre’s #StraightOutta Stunt

So, if you’re like me, you were one of the tots Jasper Nathaniel’s article refers to when it mentions the Straight Outta Compton album dropped in 1988.  Despite the fact that the majority of the current audience could barely spell their names and some of them were still rocking Pampers, that audience is who is helping the film Beats by Dr. Dre trend like crazy.  This goes to show two things in my opinion.  One is that content doesn’t have to be new to be relevant and awesome; two is that the simple yet awesome approach employed by Dr. Dre’s people is not only effective but imitable.  It’s definitely an article worth checking out.

20 Simple, Useful Content Marketing Tips That Often Go Overlooked (But Shouldn't)

Whether you’re a content marketing newbie or an old at all things content marketing, the tips shared by Julia McCoy in this article are both awesome and useful because let’s face it –it’s not possible to be an expert in everything related to content marketing, so for those areas where you feel out of your element (for me, that’s anything involving math), there’s an approach / strategy that just might make your life a little bit easier from looking to your e-ail inbox for blog topics to story sharing to asking the same questions your customers are asking.

8 Ways to Humanize Your Brand

To the best of our knowledge, you’re not a robot (though if you were a sentient robot like R2-D2 or C-3PO, that’d be okay…such lovable droids).  As such, your business and brand aren’t unfeeling robots either, so how do you keep from presenting that way?  Well, there are lots of ways to humanize your brand; for example, write a well-maintained voiceful blog. What do I mean by voiceful?  Don’t write like some schmuck who sounds like all of the other schmucks.  Write like you.  My favorite blogs are the ones written by people who sound like people I’d want to have a drink with.   Let your heart have a say, share awesome stories, and don’t let them forget you on social media are just a few others ways your brand can become as real as you are.  


Amy Delcambre is a freelance content and travel writer from Mobile, Alabama with a Master's in Creative Writing. When she's not painting the page with nouns, verbs, and adverbs, she's slaying grammar beasts as a freelance editor and saving the world one sentence fragment at a time teaching university writing classes. In her free time, Amy enjoys cooking, traveling, and testing which plant species best survive prolonged neglect. 

Connect with Amy:  LinkedIn

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The Friday Fix - June 19, 2015

http://notable.ca

http://notable.ca

Friday is the greatest day of the week because with it comes the anticipation of weekend possibilities (even if those possibilities include eating cereal in pajamas at noon).  Also, it’s Friday Fix Day, which is pretty darn spectacular, too.  This week, we look at different approaches in both content marketing and storytelling (for example, have you considered data-driven storytelling?).  We also explore why Millennials have such a hankering for nostalgic content and contemplate how you can use that knowledge for your benefit.  So, grab a cup of the good stuff (coffee, we mean coffee…it’s too early for the other good stuff), and get ready to get Fixed…Friday style!

Can Content Marketers Escape the Black Hole that is Facebook Video Autoplay?

File this one under “the more you know”.  In this article, Ruben Sanchez looks into the origins of Facebook video autoplay (you know, the video just starts playing when you scroll down to it) and it’s incredible success. The way it works, Ruben explains, is that only videos directly uploaded to Facebook get the preferential autoplay treatment.  Studies show that autoplay yields more views, which is why content creators started working with Facebook’s video platform. Other social media companies got on board with their own platforms creating a few pros and cons for content marketers that you’ll be interested to learn more about.

Marketing has a Marketing Problem

careeraddict.com

careeraddict.com

Content marketing pundit Michael Brenner explores how marketing has both evolved as well as how marketing’s task has evolved beyond its once-sole task of sending the message to consumers to consume.  Among the changes made to marketing over the past decade is that storytelling plays an integral role in marketing today.  No longer is the mission to advertise; it’s to connect via emotional storytelling.  Check out this article to see what Michael says about storytelling and how you need to adapt to evolve with marketing.

How to Use Data Visualization in your Content Marketing Strategy

Tony Adragna’s article focuses on storytelling in content marketing but from a slightly different point of view.  Tony explores how data-driven visuals can be used in your content marketing strategy.  As Tony points out, data is more visual and thus get more attention in an online environment.  He also reveals that we process visual content 60,000 times faster than text-based content, which is pretty impressive and is a data-proven way that using data in storytelling creates a lasting impression.

Why Millennials are Afflicted with ‘Early-Onset Nostalgia’

marketingpilgrim.com

marketingpilgrim.com

You may need to read between the lines a little in Tanya Dua’s fascinating read to understand how Millennials’ tastes impact content marketing, but the message is pretty clear.  Millennials connect to nostalgia harder than many of their predecessors for whom nostalgic marketing in terms of content storytelling and other means fades quickly.  Millennials hold on longer, which means if this somewhat tough-to-read group is your audience, this is an important article for you.

5 Brand Building Essentials for Every New Startup

So, what is brand building?  Essentially, it’s establishing an identity for your brand.  Who are you?  What do you care about?  Why should your audience care about you?  Establishing a brand identity is easier said than done, but Sushant Saini provides five intelligent and important ways to do just that.  Content marketing, brand association, outreach, creative communication, and storytelling are all key ingredients.  Read Sushant’s article to see how to use them to your benefit.

The A-Z Guide of Conversion Friendly Content Marketing for B2C Marketers

The goal for any marketers is for their efforts to promote action in some capacity.  In the case of B2C marketers especially, it’s usually to make a sale and establish a new relationship.  In this fun article, Pratik Dholakiya suggests a different conversion strategy such as e-mail, giveaways, narrative, social networking, and tools.

How to Use Buyer Personas & CTAs in Content Marketing: Insights from #SEJSummit Speaker Marla Johnson

In an interview with Marla Johnson, Kelsey Jones reveals what the #SEJSummit Speaker has to say on buyer personals and CTAs in content marketing.  For example, when asked how to be heard above all of the noise online, Marla replied, “Relevance.”  Marla also explains why she feels it’s important to use buyer personas to focus a brand (it all goes back to knowing your audience).  There’s much more to this smart interview making it a great read for anyone invested in content marketing.

The New Content Marketing: How to Create Successful Content for Today’s Audience

business2community.com

business2community.com

Julia McCoy’s article continues the conversation on the importance of understanding audience in content marketing, but Julia increases the focus as to the particulars between types of audiences (read B2B and B2C).  Both types of audiences have certain similarities, but there are some fundamental differences marketers must give to these audiences such as individual versus group psychology (to name one difference).  Fact versus feeling is another, and while you don’t need a Myers-Briggs assessment to reach your audience, you do need to read this article.

The Top 3 Content Marketing Challenges and How to Beat Them

First, I think it’s commendable that Boaz Grinvald has taken the many challenges that face content marketers and boiled it down to a top three.  Grinvald starts with a hilarious yet incredibly accurate graphic for the science of overcoming challenges.  In this there are two non-overlapping options, which are “staring at them (challenges) in awe” and “actually doing something”.  So, what are the challenges? Creating and distributing content, and helping audiences get to the content.  Read on for the details on how to overcome said challenges.

Snapchat Turns Geofilter Digital Stickers into Revenue Source

It’s always interesting to see what others are doing in the great wide world of content marketing that’s working.  In this case, Paresh Dave explores Snapchat Inc.’s latest implementation to their popular image-based social media app: geofilters.  Geofilters are “location-based overlays” that enable the Snapchat user to show where they are.  Snapchat is letting businesses make their own geofilters; McDonald’s is the first with a burger and fry overlay.  As per Snapchat’s Mary Ritti, “Snapchat is about storytelling,” and geofilters help users share their stories.  There’s a lot of potential with this concept; click to see what that is.

How to Hire a Social Media Manager

business2community.com

business2community.com

With respect to the very real fact that there’s no way you can do it all, we bring valuable guidance on hiring a social media manager.  This is actually a very important job (not to be deferred to your 13 year-old niece who –I know—understands the Twitter and Facebook and Instagram, etc.), so finding the right person for the job is easier said than done. You want someone who recognizes the significance of social media relative to a marketing strategy and who has the creative, organizational, technological, and other skills to get the job done.  If you’re thinking about hiring (or becoming) a social media manager, then this article is just what you need.


Amy Delcambre is a freelance content and travel writer from Mobile, Alabama with a Master's in Creative Writing. When she's not painting the page with nouns, verbs, and adverbs, she's slaying grammar beasts as a freelance editor and saving the world one sentence fragment at a time teaching university writing classes. In her free time, Amy enjoys cooking, traveling, and testing which plant species best survive prolonged neglect.

Connect with Amy:  LinkedIn

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