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Posts Tagged ‘content marketing’

How to Structure a Story in a Presentation

September 12th, 2018
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A MECLABS Institute Research Partner was putting together a major presentation and recently reached out for thoughts on how to structure it. As with conversion and many other areas of marketing, MECLABS (the parent research organization of MarketingSherpa) has a specific framework for crafting engaging presentations.

Using a trusted framework can help, because public speaking — whether on webinars, in-person at conferences, to prospects on a sales call, or in an internal meeting — does not come naturally to many people. In fact, public speaking is often ranked as a more common fear than death in national surveys, prompting Jerry Seinfeld to remark, “In other words, at a funeral, the average person would rather be in the casket than giving the eulogy.”

How morose. But it points out the need to support whoever in your company is speaking on behalf of your brand — sales reps, subject matter experts, C-level execs, even yourself — with a well-crafted presentation that helps them engage and convert the audience. You want to leverage the power of story and not rely on their speaking abilities alone.

The fundamental marketing challenge behind every presentation

Since presentations are communication and a representation of the brand, they are inherently a marketing challenge.

And like any marketing challenge, the goal is to make sure the value delivered outweighs the cost to the potential customer.

This is true for any call-to-action you have in the presentation, for example, moving to the next step in the sales process for a sales presentation or visiting a website for a presentation at a conference.

However, it’s even true for just getting your audience to pay attention to you. Let’s be real, it is very difficult to pay attention to anything for an extended time in 2018. If the value isn’t higher than the cost of avoiding email or putting down their phone or leaving the webinar or simply zoning out, you will lose them.

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Marketing 101: What is an A/B split test?

February 2nd, 2018
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Marketing has a language all its own. This is our latest in a series of posts aimed at helping new marketers learn that language. What term do you find yourself explaining most often to new hires during onboarding? Let us know.

An A/B split test refers to a test situation in which two randomized groups of users are sent different content at the same time to monitor the performance of specific campaign elements.

A/B split testing is a powerful way to improve marketing and messaging performance because it enables you to make decisions about the best headline, ad copy, landing page design, offer, etc., based on actual customer behavior and not merely a marketer’s opinion.

 

Let’s break down the process of A/B split testing.

Real People Enter the Test

This is part of the power of A/B split testing as compared to other forms of marketing research such as focus groups or surveys. A/B split testing is conducted with real people in a real-world purchase situation making real decisions, as opposed to a survey or focus group where you’re asking people who (hopefully) represent your customers what they might do in a hypothetical situation, or to remember what they have done in a past situation.

Not only can you inadvertently influence people in ways that change their answer (since the research gathering mechanism does not exactly mimic the real-world situation), but people may simply tell you what they think you want to hear.

Or, many times, customers misjudge how they would act in a situation or misremember how they have acted in the past.

That doesn’t mean you shouldn’t use surveys, focus groups and the like. Use this new information to create a hypothesis about your customers. And then run an A/B split test to learn from real customers if your hypothesis is correct.

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Copywriting: Listen to customers so you can speak their language

December 1st, 2017
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Words matter. Both for their denotation (to ensure prospective customers understand your advertising) as well as for their connotation.

(Words are subtle indicators to tell a potential customer “we understand you specifically” and “this offer is meant for people like you.”)

To truly speak our customers’ language, we must listen to them because our customers may be very different from us.

No easy task. As Don Peppers and Martha Rogers say in Managing Customer Experience and Relationships, “‘Listening’ has never been part of most mass marketers’ primary skill set.” (I’m reading the book as a student of the University of Florida/MECLABS Institute Communicating Value and Web Conversion graduate certificate program.)

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Marketing 101: What is big rock content?

November 10th, 2017
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I had three hours to kill before my next flight to Dallas departed. While sitting in an airport café warming my hands around a mocha, I overheard snippets of an intense conversation in the booth behind me.

“It’s all about your big rocks. They are the most important. What are your big rocks?” 

At the time, I hadn’t heard of Stephen Covey’s analogy, so I had no idea what these two young marketers were discussing. Later, I was enlightened.

In brief, effective people prioritize their goals beginning with the most important (the rocks) and moving on to those of lesser importance (sand). Because when you think about it, if you try to fill a jar with sand before filling it with rocks, you will have troubles fitting the rocks in. Begin with the rocks and fill in the spaces with sand. It’s good advice and can be applied not only to marketing but our personal lives as well.

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Marketing 101: What is a GIF?

September 29th, 2017
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Marketing has a language all its own. This is our latest in a series of posts aimed at helping new marketers learn that language. What term do you find yourself explaining most often to new hires during onboarding? Let us know.

The way we communicate has changed drastically from the days when we had to run to the phone in the kitchen that was *gasp* attached to a wall to call a friend. When we actually had to call someone to ask them out for a date, instead of swiping right or shooting a text.

We have evolved from phone calls to text messages and countless emojis (even animojis). And now, thanks to the popularization of GIFs — quick, bite-sized animated graphics that play over and over again in a loop with no sound — we barely need to use any words at all to communicate how we are feeling and what we are thinking. Even many corporate communication systems, like Slack, have integrated GIFs.


This transformation is not isolated to our personal use — brands and marketers are incorporating this type of visual content into their content strategy and campaigns. Why? Because they drive engagement and clickthrough, in both email and social media.

But what is it about GIFs that makes such a big impression?

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Marketing 101: What is a squeeze page?

August 25th, 2017
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Marketing has a language all its own. This is our latest in a series of posts aimed at helping new marketers learn that language. What term do you find yourself explaining most often to new hires during onboarding? Let us know.

A squeeze page is an interstitial page with a form. In other words, if you link to a piece of content your prospective customers want, this is the page they get first. This page asks them for more information before they can get that content.

The squeeze page is the tollbooth on the expressway of information

Squeeze page is not a neutral term. It is pejorative, indicating disapproval with the process of “squeezing” people for information before giving them what they want.

Other more neutral terms for squeeze page are gate, content gate, gated content, information gate, or simply — lead form, lead gen form or lead generation form (although, not all lead forms are squeeze pages. Some are simply on landing pages that describe services and are a way for potential customers to ask for more information).

The information on the lead form is usually used for some type of lead nurturing or sales follow-up effort — ranging from subscribing people who fill the form out for an opt-in email list, setting them up with a drip campaign, following up with a sales call (or emailed sales pitch), or a combination of these tactics. (However you end up using information filled into a squeeze page, make sure you clearly communicate that to prospects before they fill out the form on that page, supported by a link to a privacy policy as well.)

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How to Use Social Media Tactics to Make Your Emails More Enticing

May 5th, 2017
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Email marketing is tough. You have almost no time to grab your audience’s attention with a subject line, and even if they do open — that’s when the battle is just beginning.

For those who do open your email, you can’t give them any reason to click the ‘delete’ button, and you have to pique their interest immediately.

One of the best ways to accomplish that is through visuals. Something fun, bright and colorful to catch their eye so that they give the content and copy in the email — no doubt wonderful and scintillating — the time it deserves.

When it comes to visuals, there’s a lot that can be taken from social media. If your company has a strong social presence, start pulling some tactics from there. If you don’t, do some research to see what companies in your sphere are doing on social.

Here are three companies taking those dynamic tactics and successfully implementing them into email:

Tactic #1. Gamify emails to entice readers

Primm Valley Resort and Casino, part of the Affinity Gaming family of casinos, wanted to leverage insights from behavioral economics to create campaigns that would be not only fun, but motivating.

With email, that meant embedding bite-sized games into the experience, allowing customers to play and win prizes they otherwise would have been given for free.

Evans and her team decided to play off of customers’ penchant for playing games to promote events.

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How to Take Storytelling Risks Through Publishing

October 7th, 2016
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“Brands suddenly realized, 30-second spots aren’t working. There’s got to be a better way for us to tell a story,” Morgan Spurlock, Academy Award-Nominated Director, Super Size Me, said in our MarketingSherpa 2016 Media Center interview. “That’s when they started looking at creative ways to make content tell stories.”

Since making POM Wonderful Presents: The Greatest Movie Ever Made, where Morgan worked with brands to finance the entire film, he’s realized that there are a plethora of compelling brand stories to tell. It’s just a matter of recognizing them. He’s worked with companies like General Electric, Toyota and Haagen Daz doing short film series.

“The beauty of where we are right now, as a content creator is, you can tell stories everywhere now,” he said. “There’s this incredible access to short-form digital content, we can tell a story that’s two minutes, three minutes, and find an audience for it. Not only find an audience for it, but have it be seen world-wide by millions of people.”

A fantastic recent example of how brands are doing this is with Starbucks’ Upstanders series.

According to the site, “Upstanders is an original collection of short stories, films and podcasts sharing the experiences of Upstanders – ordinary people doing extraordinary things to create positive change in their communities. Produced by Howard Schultz and Rajiv Chandrasekaran, the Upstanders series helps inspire us to be better citizens.”

With absolutely no mention of coffee or the brand within the stories, this content is able to connect with something positive and real in the communities the company works in. These stories focus on people who serve their communities with more than just coffee.

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Content Marketing Generated a 5,100% ROI for Health Care Innovator Optum

July 27th, 2016
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The promise of content marketing is that all that’s needed to provide value is creating high-quality material that gets noticed. The material then does all the pre-selling for you so your company closes more deals with greater efficiency.

No need for cold calls, pushy sales tactics, or throwing money at direct mail.

But the question since the beginning has always been, “does it ROI?”

According to Karen Thomas-Smith, VP Provider Marketing and Reference Management at healthcare giant Optum, it absolutely does. She led a team in a pilot program at Optum that completely turned the company’s traditional campaign-based strategy on its head.

“We literally flipped all the roles on their side,” she said.

“We don’t even want to talk about campaigns. We want to first look at a list of all the content, all the topics we need to be talking about, then build a campaign.”

It worked. Swimmingly.

Thomas-Smith’s strategy generated $51 for every $1 spent on her pilot program, alongside the following results:

  • 12 million impressions
  • 10,000+ downloads of gated content
  • $120+ million in sale pipeline

Watch the video to see the full strategy below:

Time Stamps:

1:00 – Quick look at the preliminary results

2:20 – Background on Optum

3:16 – Evaluating the team based on a marketing maturity model

6:00 – Why content marketing is important

8:15 – Aligning the organization around content

12:32 – Building customer personas

17:36 – Creating a content strategy

20:36 – How Optum takes care of their client champions (for content)

22:25 – Creating compelling content

25:45 – How Optum maximizes its content production with content nuggets

28:00 – The overall content machine and how it works

31:25 – How marketing works with sales in Optum’s model

33:43 – Optum’s four lead nurturing phases

37:45 – Optum’s results to-date

38:19 – Thomas-Smith’s top takeaways

You might also like:

Content Marketing: Healthcare B2B generates 9 million impressions through multi-channel effort

Content Marketing: How an energy data company’s content strategy increased leads by 733%

Red Bull Media House’s Advice for Successful Content Marketing

Content Marketing: Targeted persona strategy lifts sales leads 124%

MarketingSherpa Summit 2017 | Aria, Las Vegas | April 10-13

Marketing Basics: Don’t overlook these 5 digital marketing tenets

May 17th, 2016
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There are so many impressive things you can do with your website these days. Augmented realty. Rich animations. Micro-interactions. Interactive infographics.

But I like to think of it like this …

When the quarterback throws a 90-yard touchdown pass, the camera cuts to the wide receiver doing a celebratory dance, and then to the quarterback pumping his fist. What they’re not showing you is the right guard who picked up the blitz to allow the quarterback the time to heave up that bomb.

Your website, content, and digital marketing is often presented the same way. Advanced, flashy user interfaces are great. But looking in our own analytics, I was reminded there are probably a few unheralded, down-to-Earth, un-buzzworthy basics that should still power your online marketing.

 

Basic content

“Basic” has become slang for “limited,” “rudimentary” or any number of other negative connotations. To quote Kara Brown on Jezebel, “Being basic just means that you aren’t that dope.”

And you probably feel that way about the content on your site as well. You are steeped in the latest, most advanced things going on in your industry. You focus on the breaking news. You spend your waking hours thinking about the coolest features of your products, and most advanced capabilities of your services.

But is that what your customer is looking for?

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