Modern Marketing Essentials Guide To Content Marketing

Sylvia Jensen, senior director EMEA marketing of Oracle Marketing Cloud, does an excellent presentation in this webinar on the three core areas of discipline that marketers can benefit from learning more about. The material is exactually what you would want – easy to understand without being simplistic, presented as a framework to allow for adaption to your situation, and full of actionable information.

The webinar was originally given on April 12, 2016.

You will learn:
How to develop a balanced content marketing plan to support your most significant business objectives
How to mine sources of inspiration to help create meaningful content
How to maximize existing content to create additional assets
Content calendar best practices
Ways to get to know your content comrades within your organization
The idea behind ‘content as data’ (and other must-have content marketing metrics)

Enjoy the video!

Infographic: How do Millennials spend their time and money?

millennials-spending-power_Canada

(Click image to see larger view)

The actual data on millennials was surprising.  To meet the needs and engage with millennials requires a shift in approach. Most surprising to me was 59% millennials are likely to watch ads if they are short and they are half as price sensitive on car insurance as 35 plus.

Read some of the comments from the post in Marketing Magazine, Infographic: How do Millennials spend their cash?

The post is based on a Google Think Insights infograhic, How Millennials Spend, December 2013.

Win the Pitch: Tips from MasterCard’s “Priceless” Pitchman

MasterCard-Logo-Font-400x220Understanding your customers motivation to buy is tricky.  Kevin Allen does a great job making it easier to understand by looking at a commercial we all know – the MasterCard “Priceless” ad.

He says winning pitches need three things:

  1. You need to understand that behind every decision lies a hidden agenda.
  2. Your need to do your emotional homework to find the hidden agenda.
  3. You need to connect yourself to the hidden agenda.
    1. Real Ambition: our intention to create something good where nothing existed before.
    2. Your Core Abilities: the special abilities you possess at the core of your being that separate you from others.
    3. Your Credo: the values and belief system to which you subscribe, and/or a shared behaviour or code of ethics that you’re working within.

Now you know what to say, now Deliver like a litigator: You can create your argument, gathering all your facts and supporting evidence around the hidden agenda, which should be placed squarely at the centre of your “case.”  Then, you can create an exciting tale where your audiences attains their deepest desire, not via business-speak, but with good old-fashioned storytelling to convincingly convey your pitch.

Kevin does a great job explaining the process of understanding why your customers buy from you and it is not because you twisted someone’s arm. People want to be understood,  and with that understanding you can tap in “their heart’s desire.”

Read the entire article, Win the Pitch: Tips from MasterCard’s “Priceless” Pitchman – Kevin Allen – Harvard Business Review.

“The Bootstrapper’s Bible” on Your Business

ChartGoingUp_3D

I was watching “Your Business” on MSNC and Seth Godin was talking about his book “The Bootstrapper’s Bible.”  He is a bestselling author of books about marketing.  I agree with his explanation that starting up is more than a stage: it is a state of mind that he calls bootstrapping.

In prototype your product or service and do it at a low enough cost so if it doesn’t work, it did cost you much.  Trying stuff, taking intelligent risks are your advantages because you are small.  Check out the video.  Watch the video of “The Bootstrapper’s Bible” : Managing :: American Express OPEN Forum on MSNBC.  Read other unique ideas at C