I recently came across an article about Rand Fishkin stepping down as CEO of Moz to focus on other areas of the business. Earlier in the year, I sat with a team member discussing the industry as we were trying to identify a good match for one of the products we were working on. So we were going through the Who, What, Where, Hook, Trend process in order to build a better picture of who his audience really is. This is a vital part in any good prospecting or Lead Generation exercise. Anyways, so the news came out that he was stepping down, and I decided to celebrate his time as CEO at Moz, look forward to what hes gonna do next and importantly the impact that his #Content #Marketing #Manifesto has had. Thats the #bottomline cuz @randfish #saidso
Content Marketing Manifesto Legacy
“If there’s any one piece of content that has truly transformed my thinking about blogging in 2012, it’s Rand Fishkin’s Content Marketing Manifesto.” – Leo Widrich
After seeing his slidedeck before in 2012, I realised that a part of BufferApps success had been its transparency, its openness to be moulded and its ability to listen and change to the market. Back in 2012 the Buffer App Team completely changed the direction and content of their blog.
“We went from writing articles ”relevant to current customers,” to writing content ”relevant to anyone who interacts with potential customers.” – Leo Widrich
Since then, alot has happened with BufferApp and you should also note that they embrace change and are not afraid to break new ground … HARD!
This manifesto is still relevant today and I hope you will also make the pledge!
When presented with a problem, there is an intuitive solution that comes to mind for Don Draper, its normally the most immediate and easiest resolve to this problem. But for better engagement and group buy in, what normally happens is that he taps into the observations, perceptions & memories of Richard (Dick) Whitman and reveals them. We actually see two different characters that you really get to know while watching the series MadMen.
Don Draper and Richard Whitman are clearly identifiable, they have their own beliefs, they make choices. As shown in this clip, both a #system1 and a #system2 thought process is revealed during this Hersey pitch. You can see in just under 4 minutes the audience experiences an unexpected joy or inspiration, followed closely with the painful experiences and very similar automatic association of painful tales of Richard Whitmans childhood.
The biggest lesson that can be learned from the Hershey’s pitch is that “Everyone has their own story to tell”. That is what makes us human and this is what connects us. Look into the statistics, look at the sources where the most engagement comes from, look at what types of conversations and what types of content is being shared right now. What is the context of this human message or affection? If your delivering high quality content, then this lowers the barrier to entry. Actually being able to identify the context in which decisions, conversations and observations are made by your audiences/users, will drive systematic improvements.
Like Pardot have shown in this infographic, there are ‘innovations’ in Marketing Automation. These technologies are in the marketplace to support the large corporations traditional Models. Which is fine, because the budgets that are being spent doing the same thing that has always been done, are normally greenlit by Fat Hippos that are disconnected customers. But imagination and creativity cannot be plotted on any graph.
I want you to imagine this wonderful thing. Just flash dream of the last time you got together with your family to relax in the garden or go to the beach. Ever taken a polaroid to capture thesemoments and keep them with you? Custom thumbnails in YouTube are abit like that, right? Maybe not: Have you ever seen on YouTube Short-form? Branded Web Series? or Long-Form season like House of Cards. Is it for casual entertainment, special interest, docs or investigative / reports. Are the topics mainly music videos, fashion, magic, comedy, drama or Cats? #allthecats
Do you want to know the reasons why you love a particular piece of Media, like Walt Disneys Fantasia, as featured above … Or the great work that Vice Media deliver? Do you even care if you never know? Is part of the fun for the audience in searching/finding these storytellers, Tales of Unicorns and strange places? Is it even something that anyone really even worries about it? That depends, Are you buying or selling? Its a Nexus point of Commerce & Art.
The exciting thing, is that we all can explore this new form of distribution.
“We demonstrated that we have learned the lesson that the music industry didn’t learn — give people what they want, when they want it, in the form they want it in, at a reasonable price, and they’ll more likely pay for it. “
Audience wants the control – let them decide! Give Users Control, What They Want, When They Want It
“I Would’nt Worry About it! – said a Jjyrating Hippo
Dont fake it, like those fat incompetent Jjyrating Hippos. Also, and most importantly, dont feed the Hippos. They are just plain fat. This is now a nexus of commerce & Art. Learn from your journey. Push your boundaries. All of Us are Responsible for Ensuring We Live our Values. You question actions inconsistent with our values. That is part of the Courage value. Akin to the honor code pledge: “I will not lie, nor cheat, nor steal,nor tolerate those who do”
All the points go to you, if you have read this far and resisted that urge to click off & YouTube or Netflix: Fantasia, Vice Media or hippos. Because you are awesome, please share, tweet, like & favorite. Heres a Magic Cat Vine for your troubles. 🙂
Na-Na Na-Na Na-Na Na, Cat Beard!
Cat Beardage is a wonderful example of narration that demands engagement. Below, I outline simple tips for anyone crafting engaging content, digital experiences & contributing to ongoing conversations. In this post, lets first agree that Content Marketing is important for 2014. And Cats … well of course cats, because they’re Magical … Right? [Click Bait]
Content Strategists and User Experience Consultants in both B2B & B2C are scrambling to get ahead on forecasting – The Future of Marketing 2014. The ‘What does the Future hold’ books and “Over 9,000 ways to win at Social Media Marketing … ” lists are being touted as they excitedly return from the holidays. As if to find meaning in what the New Year brings, they are planning, testing and bench-marking new standards, based on warm fuzzy feelings of what has always worked and what they are comfortable with.
Little Fat Bitches believe its time to deliver their next batch of puppies.
Yes, basically, for those Little Fat Bitches, they believe that its time to deliver their next batch of puppies. NO! No-one wants to see the same shit repackaged from last year, because the context has changed. Consider; Snapchat gets MoMoney from Investors. After Facebook tries to buy them. When there is considered to be more Mobile Devices Than PCs for First Time – Ever! Shouldn’t everyone be thinking about how we now use Facebook, Linked in or Twitter? We could argue cats & dogs all day about which channels are best suited to which content. The fact is that the audience of new urbanists, millenials and even old school MySpace-ers are no longer all in one place for you to shout at. This is now the Age of Context: mobile, location, sensors and soon we will suddenly be wearing it, if we are not careful.
Oh Shit -wheres my charger? Look, I cant leave without my mobile char … oh here it is.
Battery permitting, the rapid rise of apps, internet of things, wearables and messaging technologies mean we hold Twitter, Snap Chat, Vine, Google+, Facebook and Keek close to our hearts all day long.
My first Vine! http://t.co/IEYHnNyF
— sam (@samsheffer) January 24, 2013
Magic Cat Vine
Within six months, Vine has surpassed any other app by a long margin. The magical part in the below Cat Vine is not that it has branded product placement or that it features a well known film. This is a Magic Cat Vine because it is well crafted by the Storyteller. Your Content must be deeply linked to your strategy, create an Emotional Connection, whilst also being contagious, malleable & uncontrollable.
Go ahead and involve your audience, ask them a question – engage with them about the content, encourage debate or conversation, by lovingly using #MagicCatVine. If you allow your content to be accessible to everyone, let it be inherently mobile and allow the audience to have a voice/conversation with you – then that’s where the goodness is at. …. Part 2 to Follow #AllThereIs [2/2]
— Taylor Deason (@taylorrbrookee_) July 29, 2013
Stop! Look Up. Get rid of that Spreadsheet!
Here are some New Year Reflections looking forward to 2014: I was in the library, late one night or early one morning, whilst building spreadsheet pivot tables for Aerospace Manufacturing Processes, I was twitching on my 4th litre of Tesco Kick and decided to watch a @Scobleizer Video in order to zone out. He was upset that Nick D’Aloisio of Summly, didn’t turn up to his interview – So instead he published an Video Insight into a company called MindJet.
MindJet – Realtime Mobile Collaboration
So the video details projects, lists, tasks and cloud integration of processes, cross team collaboration, frictionless working, visibility on comments. The company was called Mindjet and the CEO, Scott Raskin, talked mobile, collaboration and mindmapping. After spending my time in the library focusing on how APQP & PPAP in the Automotive/Aerospace industries, really understanding the importance and how it has been implemented at companies like Toyota & Airbus – it suddenly clicked!
— Mindjet (@Mindjet) December 31, 2013
Agile Supply Chain
FMEA, SPC, DFSS, SCRUM, QMS, Kaizen, Lean Techniques, Process Improvement were becoming more important as manufacturing technology, businesses and marketing converged. I like disruption especially in a real-time, cloud based digital business environment. The course I was studying at the time was BSc in Aerospace Technology with Management and these supply chain skills would become vital for APQP & developing efficiencies in any business.
Since I had also been trying to collaborate on a startup project with a friend (living on the coast at the time) we completed HUGE spreadsheets on Zoho Docs. I was looking for realtime software / platform that enabled users to collaborate on agile dashboards across any/all industries. It seemed that I could integrate the techniques/studies that I was learning with the start up business that I was building, as well as apply these techniques to ensure the growth of the fledgling startup. I’m hopeful that this convergence of technology, business and marketing will mean huge growth and disruption in 2014.
“As agile grew to prominence in engineering and product, it made sense to call it what it actually was: Agile Marketing”.
–Jascha Kaykas-Wolff @kaykas
Its a bit like being at a beach and having ‘Experts’ with surf boards in the sand tell you exactly how to do it. While clutching their ownbrand boards advice like “Just Dive In”, “Its Worth It”, “Make a Real Change“, “Develop your creativity” and “Be part of this experience” ooze from their sentences like great cold readers. All of this can be yours for the [Price Tag Attached] or more recently – its an easy five point instructional process that allows you to start to join us and get involved.
I agree that there is alot to learn as these disruptive technologies come to the masses, I take the fail fast approach. The thing is that this conversation is ongoing, open to change direction and importantly it is already happening to those that are out there getting dunked! There are digital leaders that go out there and can stay up on their wave really well. They are the ones chasing the wave, they love to catch and ride the wave. THEY are creating the experience themselves, they encourage people by giving. They provide insights as spectators cheer/clap from the safety of the sand. The best way for you to become a creator is to go out there and make mistakes/fail. That’s if you want to be proactive? Watch the Wrist, then watch his face, then watch every ones reaction – is this what we all seek?
Watch. Distract. Uploop. Unlatch. Engage
To me, these ‘experts’ in the social media sand ARE the barrier to progression (proudly clutching their branded boards dot com) I will charge you [Price Tag] to learn more, here are some of the ways that you too can learn! The magical part is involving you in the experience, and you are paying for that. MAGICAL right?
From experience, the best way to learn to ride waves is to jump right in, although it appears people don’t want to figure it out themselves. Whether good or bad, it seems that they prefer to sit back and have people give them advice and charge for this privilege. #takemymoney #firstworldproblems
BIG Trends or Pedagogy ?
One of the biggest trends for 2014 is the creation of ALOT of content on the biggest trends for 2014. As we see the waves and convergence of new media, influence and disruptive technology – the likes of Brian Solis has his board firmly attached to his ankle. Hes out riding the crashing waves and is giving great insights into New Media trends and how to best ride the next wave. Shouldn’t we be out there trying to crash into rocks, disrupt and failing ourselves? Instead of learning from the sand?
Is this just innovative Pedagogy ? Highlighting some of the innovations that are already in currency, with influence, and applying them to ideas that have not yet been applied to new sectors/markets. Isn’t the suggestion of a trend, from someone that holds power & authority going to have a profound influence on making the trend amplify in this increasingly agile digital world?
Guy Kawaski has effectively got a team of surfers wearing his brand and teaching people how to surf for free. But ultimately where does he make money? He has actually invested in the company Buffer. So as far as new technologies, he has studied and influenced the effects of emerging technology on his businesses, his marketing, and the culture he has created. Hes making money from engaging with audiences – on topics that are important to them. Digital leaders do not shout about how great you are, but instead engage with your target market, so that they go out and tell the world how great you are.
Shut Your Damn Mouth
Surfing may not be one of his favorite past times, but he is globally recognized as one of the most prominent thought leaders and published authors in new media. Clients are paying for perpetual updates on new forms of teaching, learning and assessment for an interactive world. There is a huge digital audit going on, and Consultants give advice on where we are, where we should be and what will be important in 2014 … LETS BE CLEAR! They are simply a Middle Man. Shouldn’t you invest in breaking new ground yourself ? Paying someone else to explain the internet is just plain lazy in my eyes.
Go find out for yourself! If you can create a great story/message and be engaging (NO STRATEGIC HYPE) then your audience will follow. So go make it happen, Cut the Crap & #ShutYourDamnMouth in a good way. Just take a look at how Beyoncé went to this beach, did her thing and got on it. Break New Ground.
— Kay Mack Gee (@kaymackgee) December 18, 2013
The best thing you can do is to go out there and do, learn – iterate – roll with it – be open to change. Digital Influencers of today, are staying up on their board because they have learned how to be agile. Guy Kawasaki‘s twitter stream is controlled by a team of curators, that repeat the tweet every 6 hours, from an app/software called Buffer. Actually think about how these “Consultants” are engaging with their audiences.
- Interesting Chart Outlining the Differences between Pedagogy, Andragogy, and Heutagogy (teacherlingo.com)
- A Different Perspective: How Outside Experts Grow Brands (redbricksmedia.com)
- Pedagogy of Innovation (lanseen2000.wordpress.com)
- How to be innovative? Get out of your office! (hiscox.co.uk)
Mintel value the UK home hair colourant market £349 million in 2013. This category has experienced a healthy value growth of 4.5% YOY -, 3% above inflation rate. Customers are looking for home hair colour products which are kind to hair and are ammonia free. Global brands like Clairol, Garnier and L’Oreal are well established brands in the UK home hair care category and brands like these have invested in scientific research for decades to create better hair colour formulas.
Within the UK home hair care colour market, on 1st April 2014 – Squarelle aims to launch Tonacity – a new and innovative semi-permenant hair colorant that delivers natural multi-tones with a premium price of £24.99. The product is aimed at females who get their hair coloured at salons significantly undercutting salon prices while delivering salon quality. The need is established over 9,000 and research shows women are looking for inexpensive ways of experimenting more with their looks at home and an incredible 75% of UK women dye their hair in some form.
Multi-tones are hot trend for 2014 & Tonacity will capaitalise on this trend. Squarelle Tonacity 3-tone multi-tones are tailor-made to individual needs, arriving in a personalised box adding emotional value to the brand and helping our clients feel spoilt in the luxury of home rather than a busy hair salon. Tonacity is less risky than cheaper off-the-shelf hair colours because Squarelle colour specialists advise on the right tones for each customer. The customer completes a thorough user-friendly consultation online with photo and is emailed back tonal combinaton suggestions. Once confirmed the Tonacity 3- multi-tones are made up and sent with instructions and applicator. Tonacity can only be purchased in select Department stores (our Partners) and on their websites.
In this presentation we will highlight the key digital media cross channel tactics we will pursue to advance the brand awareness of Squarelle’s Tonacity in the UK market in the first half of 2014.
#hairgoodenoughtoeat #summerflavours #tastytreats, #yourtimetoshine #squarelletonacity
Hi, My name is Kevin McGowan, this is part of Group Work for the Squared Online Course – Module Three. #TeamTrendy Google Squared Group Work Team Trendy : Alice, Maz, Sonia, Sandra, Marie, Zoe, Freddy & Kevin.
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An in depth look at the disruptions, inventions, ideas and attitudes of a customer-centric universe and what brands, companies and people like you need to stay ahead of the curve.
- Understanding Immediacy in Mobile Marketing (mobilemarketingwatch.com)
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