Daytrading and Brand Jurnalism - A Practical Guide
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- Morgan McCormick
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1 Denver Digital Summit 2015: Recap #DSD15 Tuesday, June 16 Wednesday, June Day 1 Keynte: Rhit Bhargava Writer f Nt Obvius: The Superhuman Art f Predicting the Future Unperfectin (preference fr things that are strategically flawed) Everday stardm (everybdy wants t be a star- achieved thrugh custmizatin) Branded benevlence The reluctant marketer (we want marketing t prvide mre value than just selling smething) Reverse retail (in stre experience that makes custmer buy nline, ex: Apple) Experimedia (prjects that naturally create cnversatins, ex: Dve, real beauty) Glanceable cntent Actin items Nne Cnclusin: The better yu can pay attentin t trends/the future, the mre equipped yu are t handle it, especially in marketing Dan Tyre, tpic: Inbund Marketing Hubspt Inbund marketing is abut cntent Methds fr cntent marketing: blg, scial media, The first time peple cme t yur website, they need t be educated This is achieved thrugh calls-t-actin, landing pages Actin items Dwnlad/play with Sidekick by Hubspt
2 Cnclusin: Cntent marketing is everything in tday s sales/marketing wrld but it can be useless if yu dn t step back and analyze. Use yur data t hne yur cntent marketing. Rb Bean, tpic: Custmer Jurney Burns Marketing It is imprtant t talk t a real custmer, rather than an imagined ne Understanding yur audience is EVERYTHING, three methds t better understand yur custmers Persna develpment Fllw/track yur cntent planning Jurney mapping Hw t stand ut Be SUPER different Make it simple Cause happiness Shake shit up If yu market t everyne, yu ll cnvince nbdy Actin items Experiment with custmer jurney mapping (and custmer jurney mapping tls) in regards t smething specific n the website, maybe buying a gift card? Cnclusin: The custmer wants t feel unique/ like an insider s yu need t give them what they are lking fr by understanding WHO they are. Stephanie Lsee, tpic: Brand Jurnalism Plitic Brand jurnalism trumps branded cntent Dn t shy away frm adjacent tpics (tpics that are relevant t yur custmer even thugh they may nt be directly related t yur business) Ex: Shuld I Check article fr Dell cmputers IMPORTANT: make prmtinal/spnsred cntent transparent Nt the same as cntent marketing Transparency is EVERYTHING with brand jurnalism
3 Actin items Nne Cnclusin: Gd brand jurnalism invlves creating cntent that is s wrthy f publicatin that a jurnalist wuld have/culd have picked it up and wrte abut it independently. In the digital era, the way that yu reach yur audience is by prviding cntent f value. Stephanie Lsee, tpic: Brand Jurnalism Plitic Brand jurnalism trumps branded cntent Dn t shy away frm adjacent tpics (tpics that are relevant t yur custmer even thugh they may nt be directly related t yur business) Ex: Shuld I Check article fr Dell cmputers IMPORTANT: make prmtinal/spnsred cntent transparent Nt the same as cntent marketing Transparency is EVERYTHING with brand jurnalism Actin items Nne Cnclusin: Gd brand jurnalism invlves creating cntent that is s wrthy f publicatin that a jurnalist wuld have/culd have picked it up and wrte abut it independently. In the digital era, the way that yu reach yur audience is by prviding cntent f value. Francis Skipper, tpic: Integrating PR, Search and Scial fr Maximum Sales 451 Marketing Gal: fill digital shelfspace with as much f yur prduct as pssible PR, scial and search can be friends Define audience Establish gals Delegate rles Establish cntent Actin items Nne
4 Cnclusin: Multichannel cntent rules tday s digital landscape s fcus n what yur custmers will find useful and entertaining. Day 2 Michael Barber, tpic: Marketing is Abut Peple Barber&Hewitt Campaign level data desn t matter t the server (when determining what t mark as spam) they lk at individual subscriber data marketing still wrks is nw prtable- s yur marketing must g where the user ges Fnts shuld be a minimum f 15 pixels, buttns a minimum f 44 pixels (item fr Jim) marketing needs t get t the pint Make preheader text clear N mre than 2-3 calls t actin N mre click here t learn mre etc Actin items Play with Ggle Think tl Check ut reallygd s.cm! Experiment with Twitter cards n the website Cnclusin: marketing needs t be mre prescriptive (cater t the individual subscriber, dwn t the number f s they are receiving frm yu n a weekly basis). Arnie Kuenn, tpic: SEO Mistakes Vertical Measures 10 mistakes Unintentinal duplicate cntent Bad backlinks Over ptimizatin f keywrds Bad and duplicate title tags and meta descriptins Prly ptimized rich media Pr page lad time
5 Keywrd misfcus Blcked pages r site Cre elements t gd SEO Internal links Prper use f titles, tags, and meta descriptins Use f H1 tag Images are ptimized Ggle lks at cntent placed arund the image Freshness f cntent Actin items Play arund with Ggle Keywrd Suggest (t find new blg tpics) Update meta data n each individual web page Try ut KeywrdTl.i and Sg.SerpStat.cm If yu search an idea fr cntent, and it already exists, dn t write abut it Cnclusin: Create cntent that peple are searching fr & make it easy fr bth Ggle and the custmer t find that cntent. Je Jhnstn, tpic: Design fr Sensrs, Nt Screens Universal Mind Creating frictinless interactin means taking away increased functinality t imprve the user experience. Invisible interface- letting user d what they want t d withut lking at the screen (if they dn t want t). This is where sensrs cme in (fr example, the Disney MagicBand). We exist in an instant gratificatin ecnmy Internet f Things (IT)- Any bject that can be cnnected t the internet will be (even rdinary items: cffee makers, shes, etc) Actin items Nne Cnclusin: Strip away as much as yu can t make user experience frictinless. Lisa Seaman, tpic: Remte, Unmderated Usability Studies Autdesk (Bulder)
6 Usability: making sure smething wrks well and can be used as intended. Remte and unmderated usability studies prvide a lt f imprtant data Usability studies can even reveal issues that yu didn t knw yu had Relevant applicatin: watching hw peple use the Dwntwn Bulder website Actin items Check ut usertesting.cm & ther Usability Test websites (use cde: DS2015 t receive a free test) Cnclusin: marketing needs t be mre prescriptive (cater t the individual subscriber, dwn t the number f s they are receiving frm yu n a weekly basis). Christpher Lester, tpic: Hw Our Brains Rule Clicks Emma ( Marketing) The ROI n marketing is HUGE! What wrks in marketing? Shrter subject lines (32-36 characters) Making sure that the frm address is recgnizable Pre header text (the preview text) Pwer f images (particularly sex, fd & danger) Wide, pen spaces r human faces images Users prefer links as buttns, rather than in text links Actin items Take a lk at subject line fr Bi-weekly newsletter and cnsider/prpse alternatives. Cnclusin: Yu have less than 3 secnds t get smebdy s attentin with an newsletter, s it is imprtant t take advantage f this by using all f the tls available t yu (images, subject lines, etc). Leela Srinivasan, tpic: Multichannel B2B Marketing frm Scratch OpenTable Cntent marketing is abut educatin and entertainment because thse features create value Actin items
7 Each team member (staff persn) at DBI picks tw gals/mnth t strive fr. Cnclusin: Yu can t just set it and frget it because peple and things are cnstantly changing. Jeff Small, tpic: Data Ramificatins f Everything Talking t Everything HUGE By cnnecting bjects via the Internet f Things, we actually make thse bjects smarter IT leads t ubiquitus/ ambient cmputing - meaning that data is lways being cllected and desn t necessary require smebdy t initiate it It s a lt t take in Have small, fcused gals in mind Actin items Nne Cnclusin: We have the capacity t be cllecting mre and mre data abut the peple that we are trying t market t, but we are still figuring ut hw t analyze this data and make it actinable. Nick Hppe, tpic: Facebk s Rule f 3 (Tls t help with Advertising) Mvement Strategy Facebk utperfrms all ther scial netwrks in the tls that it can ffer t advertisers. Custm Audiences Yu can target yur database, users wh have engaged with yur website, create lkalike audiences Pwer Editr First place fr beta features t be released Yu can run unpublished (dark) psts Audience Insights Actin items Experiment with Facebk Pwer Editr and Custm Audiences. Create a mck ad and target at the apprpriate audience.
8 Cnclusin: Facebk utperfrms all ther scial netwrks in the tls that it can ffer t advertisers. The tls and ptential it ffers, at this pint, are much mre rbust- therefre we can d mre with Facebk. Melissa Jy Kng, tpic: Measuring the Success f Cntent Marketing Eventbrite Yu can t measure a lng-term strategy with shrt-term metrics Cnversin desn t necessarily build a brand lng-term Leading indicatrs SEO ranking Inbund links Time n website Subscriber grwth Scial media sharing Actin items Play arund with BuzzSum t cme up with blg tpics and ther cntent ideas. Cnclusin: Make sure that the data that yu are measuring/gathering is relevant t hw yu want peple t engage with the brand. Dn t just track t track, think abut hw it translates.
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