This Week in Content Marketing: Don’t Just Publish Content; Monetize the Audience


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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.

Editor’s note: We’ve made a few updates to our PNR podcast show notes. We hope you feel this new companion piece enhances the value of listening to our show. Enjoy!   

In this week’s episode

Robert ponders the nature of insights – and how to tell which ones are worth paying attention to. On the news front, we discuss whether the golden era of corporate storytelling is behind us – and, if so, what we should be doing about it. In a related story, we also explore the critical position of the publisher, and share our thoughts on Condé Nast’s launch of eCommerce boxes. Our rants and raves cover McDonald’s and daddy-driven hair care; then we close the show with an example of the week on Jan van der Heyden.

Download this week’s PNR: This Old Marketing podcast

(38:25) Content Love From Our Sponsor: Brightcove

Brightcove – The Science of Social Video: With eight in 10 consumers engaging with brands on social media, and three in four consumers linking social video viewing to purchasing decisions, we examine how brands can make the most of this opportunity. Download your copy of The Science of Social Video to learn how to turn social video views into value.

Brightcove_social_research_thumb

Show details

  • (00:01): An advertising blast from the past: Ipana’s “Bucky Beaver Space Guard”
  • (01:00): Robert muses on this week’s theme: Slow your observation to sharpen your focus on what matters most.
  • (05:00): Welcome to Episode 184: Recorded live on May 22, 2017 (Running time: 1:05:10)
  • (09:40): A note from our hosts: Open enrollment for CMI University’s summer semester starts June 1. PNR listeners can use PNR100 for $100 off, but act fast: enrollment for this session closes on June 30, 2017.

The PNR perspective on notable news and trends

  • (12:17): Don’t get rid of the publisher position just yet. (Source: Digiday)
  • (31:16): Condé Nast enters e-commerce with branded subscription boxes. (Source: Digiday)

Rants and raves

  • (40:58): Robert’s commentary: McDonald’s pulls controversial ad for lacking sensitivity – but will the fearmongering that ensued lead to blander branded content? (Source: MarketingDive)
  • (44:59): Robert’s rant: Recent FCC decisions are painting a bleak picture for proponents of net neutrality – and the democratization of media. (Source: The Washington Post)
  • (52:15): Joe’s rave: A single dad parlays his new-found passion for plaiting into a daddy-daughter content phenomenon (Sources: CNN; Facebook; People)

This Old Marketing example of the week

  • (57:00): Jan van der Heyden: Robert shares a listener tip he received about a strategic content marketing effort harkening all the way back to 1672. Jan van der Heyden’s efforts to promote his patented fire hose included white papers, a print book, visual content, demos, and even a pre-internet iteration of social sharing, making it an excellent This Old Marketing example from the Dutch Golden Age.

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For a full list of PNR archives, go to the main This Old Marketing page.

Cover image by Joseph Kalinowski/Content Marketing Institute

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Adaptive Intelligence: Practical Tips for Bringing AI into Your Marketing

Artificial intelligence is all over the news these days, yet it can still be challenging to figure out how to make it work for your marketing team. This post outlines some practical tips for using the Oracle Marketing Cloud and AppCloud offerings like Motiva AI to bring new adaptive intelligence capabilities into the way you design, execute, and improve your marketing programs.

When you get beyond the term “artificial intelligence”, you’re really just talking about software that learns to do things. There are lots of AI subtopics, but suffice it to say the entire domain is exploding with activity and new ways to apply machine intelligence to solve important challenges. This will affect us — our work, our communities, and our societies — in profound and often unexpected ways.

However, it’s important to adjust expectations about what AI can and can’t do well when it comes to marketing. One of the more misleading ideas out there is that “predictive” AI will somehow magically run your marketing for you. It won’t. That’s a good thing.

And yet there are lots of opportunities where you can get started with AI today that will have a measurable impact on your marketing. Here are five tips on how to go about it:

1. Start Simple

Don’t try to take too much on with AI out of the gate. Start small, and then build on your success. Start with simple proof-of-concept use cases that you can measure easily. A good candidate here is message testing — but going beyond simple A/B type testing. You can use a tool like Motiva AI to test and automatically find winning messages that lead directly to campaign response improvement.

2. Match the Right Task with the Right Tool

There are some tasks that machines just do better than people. When you’re selecting machine learning applications to include in your marketing tech strategy, develop a list of areas where machines could make a difference. Here are some great candidates that you can take advantage of with the Oracle Marketing Cloud ecosystem right now:

  • Audience segmentation and definition
  • Message testing and optimization
  • Personalization
  • Content improvement
  • Send time optimization
  • Data cleaning
  • Advanced analytics

A large national healthcare company recently decided to focus on message testing and optimization, and used the Motiva AI Cloud for Eloqua on a patient-facing audience and saw a 200% difference in click-through rate by simply trying lots of message variations in the population. Motiva adapted to the audience preferences it observed, which allowed the campaign to adapt naturally. A simple place to start, with big impact.

3. Look for “10x” Opportunities

Many of these areas above are also huge time sinks for most teams, where humans have to sift through often large data sets and determine the best course of action. Ask yourself: where could we make the biggest impact in terms of customer response or savings? More often than not, machines can at least help the human marketers improve decision-making; in some cases, you can just outsource the entire workflow to intelligent helpers.

4. Measure and Improve

It’s vital to think about what your definition of success is for a given use of machine learning and how you’ll measure progress towards your goals.

  • Will it be in terms of time saved for your marketers? Then track their time — develop a baseline for the workflow you’re interested in and the difference over time.
  • Will it be in terms of campaign performance? Again, make sure you’re collecting the data and reporting for the story you want to tell.
  • Will it be in terms of effects downstream in the sales process? Ensure you can track your treatment effects all the way through your pipeline.

It’s not difficult, but you do have to do it. It’s just good modern marketing practice.

5. Remember It’s about Your Audience, Not Just the Tech

This may sound a little surprising coming from a technologist, but it’s true. Your number one concern should be how to develop that communication channel with your end audiences. Technology can be super useful here, but not all technology and not all the time. In terms of AI-driven tools, ask yourself:

  • Does this help me learn more about my customers and their needs?
  • Does it help me serve my customers better?
  • Does it strengthen the customer experience?

Make a connection between the tools you’re using and how they ultimately lead to positive customer impact.

The Adaptive Future

These tips are a place to begin to think about how to bring adaptive intelligence into your marketing. We are just seeing the start of a marketing revolution in which human intelligence and machine intelligence combine with groundbreaking results. You'll definitely need to find the best-in-class products and applications that will keep you ahead of the game and delivering the best possible experience for customers.

Make sure that you have covered your marketing automation fundamentals before implementing these best-in-class products and applications. Download the Marketing Automation Fundamentals: Account-Based Marketing to get started! 

Marketing Automation Fundamentals: Account-Based Marketing

Featured image source: Pixabay

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This Week in Content Marketing: Facebook Is Worth $400 Billion and Just Getting Started


facebook-worth-400-billion-getting-startedPNR: 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 our jobs are what we signed up for – and what we can do about it. On the news front, we review the top U.S. media trends, including what may be in store for local newspapers, television, and Facebook. We also explore Edison Research’s new findings on Facebook’s smartphone domination, and some current opportunities in podcasting. Our rants and raves include last-click attribution and Walkers Crisps; then we wrap up with an example of the week from Williams Sonoma.

Download this week’s PNR: This Old Marketing podcast

Content love from our sponsor: Brightcove (38:16)

Brightcove – The science of social video: With eight in 10 consumers engaging with brands on social media, and three in four consumers linking social video viewing to purchasing decisions, we examine how brands can make the most of this opportunity. Download your copy of The Science of Social Video to learn how to turn social video views into value.Brightcove_social_research_thumb

Show details

  • (00:01): An advertising blast from the past: “Use Paper Mate pens”
  • (00:25): Robert muses on this week’s theme: What did you sign up for, and what will you sign up for next?
  • (05:00): Welcome to episode 185: Recorded live on May 28, 2017 (Running time: 1:03:12)
  • (19:19): A bonus offer from our episode sponsor, VideoBlocks: VideoBlocks is an affordable, subscription-based stock media site that gives you unlimited access to premium stock footage. Its sister site, AudioBlocks, has a 100,000+ library of music tracks, sound effects, and loops to complement your videos.

    VideoBlocks has one of the fastest-growing, largest stock video libraries, with over 3 million videos, After Effects templates, and motion backgrounds. This includes their contributor marketplace that gives 100% of the commission back to the artists and passes the savings on to you! This month, VideoBlocks is launching its latest collection: Creator to Creator. With more than 1,000 artistic and creative lifestyle clips to choose from, VideoBlocks is featuring videos and music from creators just like you for your next project. And don’t forget: Downloads are yours forever, even after your trial ends, and are 100% royalty free.

    Sign up now for our two-for-one deal: You’ll get AudioBlocks for free when you sign up for your $149 VideoBlocks subscription today. That’s a $100 discount on unlimited downloads of both video and audio clips, available only to PNR listeners.

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The PNR perspective on notable news and trends

  • (12:10): Top U.S. media trends content marketers should be keeping an eye on. (Source: theMediaBriefing)
  • (28:40): Research reveals new insights on social sharing in the mobile world. (Source: Edison Research)

Rants and raves

  • (41:03): Robert’s rave: Content marketers can take a lesson from the way Reebok’s newsroom is mastering the viral art of reactive brand storytelling. (Source: NewsWhip)
  • (43:10): Robert’s commentary: Will Google conquer marketers’ obsession with last-click attribution, or will its proposed solution just cause more confusion for our industry to contend with? (Source: AdvertisingAge)
  • (46:43): Joe’s rant No. 1: Trolls hijack a selfie-based sweepstakes campaign from a major U.K. snack company. The brand responded swiftly, but shouldn’t it have seen this coming in the first place? (Sources: CNN)
  • (50:40): Joe’s rant No. 2: Airbnb’s aims for its post-Pineapple print publication don’t seem to blend well with publishing partner Hearst’s idea of what it means to taste success. (Source: theMediaBriefing)

This Old Marketing example of the week

  • (53:30): Williams Sonoma: Robert digs into the publishing history of the culinary content leader, discovering the origins of the theater-like experience the brand currently provides through the content it shares on its Taste blog, as well as through in-store demonstrations, and cooking classes. As Robert learned through his research, the company’s content efforts – past and present – serve as a relevant This Old Marketing example of how to build a mouth-watering luxury brand through media.

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For a full list of PNR archives, go to the main This Old Marketing page.

Cover image by Joseph Kalinowski/Content Marketing Institute

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The post This Week in Content Marketing: Facebook Is Worth $400 Billion and Just Getting Started appeared first on Content Marketing Institute.



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