The press release announcing my recent move! Click here for the full release.
Eric Schmidt’s predictions aren’t always spot on and even he admits he sometimes misses the boat, but given his overwhelming success in
telecoms I wasn’t about to dismiss his claim in an interview with Bloomberg TV about 2014 trends:
“The trend has been that mobile was winning,” he said. “It’s now won.”
Some of the top content marketers out there think “mobile” is too general a category to include in their 2014 marketing trends, but I agree with Eric – 2014 is set to be the year of mobile.
Why do I think this is the case? More…
2013: A year of adjustment
If 2012 was the year of change, then 2013 was definitely the year of learning to adjust. In February, I started back at work after 7 months of maternity leave and began the frantic juggling act that all working mothers with young children must do. I am proud to say that I did manage to pull through and adjust to this new existence. I learned to stop kicking myself for not being able to blog on techtalkmarketing as much as I had done pre-baby and to use the tools out there to help me continue being a valuable content creator and marketing manager for my company.
Here’s what I learned
1. On various projects, I realised our web content was killing us. This is a topic I will expand on in 2014 because it was one of the biggest lessons I learned this year. I was lucky enough to work with talented web developers and other content creators and along the way we realised that our content was so vast and inclusive that after reading it (if indeed anyone did read it all) people had no need to ask us questions about our products and solutions.
2. Less is more. Continuing on the theme from point 1, More…
I hope my guest post on sofarbeyond’s site on my 5 top social media tools was well received. My LinkedIn contacts obviously liked it – looking at LinkedIn’s new “Who’s Viewed Your Updates” feature, I can see that it got 257 views via LinkedIn. Another great LinkedIn feature, and also proof that sharing via LinkedIn may drive more traffic than any other referral channel.
It seems like there’s not a day that goes by where I don’t find reason to love LinkedIn’s company pages all the more. In August I realised that colleagues were “liking” the updates I posted to our company page – making the page both a useful internal communications tool as well as an effective way to spread word of our company news even further.
Have just realised colleagues are “liking” updates on our #LinkedIn company page. It’s becoming an internal communication system.
— Jennifer Reid (@jennmaitland) August 28, 2013
This past week I started thinking…..the LinkedIn company pages are so easy to update and lay the news out in such a nice way (along with stats on clickthroughs) that it’s a real shame that we can’t have this type of page for as an “in the news” page on our website.
I spoke to a web developer I work with and voila! He pointed out the new LinkedIn Company Page API. He said that there is a good chance he can build an import plugin to load the LinkedIn Company Page content into our content management system……which means that we could effectively stream our company page updates into an “in the news” page on our site.
How cool would that be?! No more clunky updating of news coverage pages!
As if all that weren’t enough
On September 12th, Buffer went and announced Buffer for LinkedIn pages. I already have a personal Buffer account for sharing my own updates to Twitter and LinkedIn, but I think it’s now time to get a business account so that we can easily share company news to Twitter, LinkedIn, our LinkedIn Company page, any relevant LinkedIn Groups, and our Google+ business page.
Watch this space – I’ll keep you posted on whether the LinkedIn import plugin experiment was successful!
Firstly, a big thank you to Clevertouch for inviting me to last week’s breakfast briefing: “Your Digital Marketing Strategy for 2015 and beyond….” While I gave the bacon sarnies a miss (veggie!) I did walk away from the Brewery on Chiswell Street with some food for thought which I’ll explain below.
Are you a content marketing machine?
As Adam Sharp finished his breakfast presentation “Moneyball Marketing and Revenue Performance” I realised that like a lot of marketers, I’m in danger of not being on top of my marketing technology infrastructure because I am at times rather consumed by content marketing.
I do love content marketing. Proper thought leadership based content is the way forward in marketing, and no matter how small your organisation is, you should have a content marketing plan.
But it’s easy to become wholly consumed by content marketing, especially if you’re under resourced. Given the hype surrounding it, many marketers feel as though they should be dedicating a large part of their day to producing and distributing engaging content. Take a look at this article from Erin Nelson on the @exploreB2B site that I read this week, which says that “B2B content marketers are most challenged with producing enough content, as opposed to early findings in which the greatest challenge was to produce engaging content.”
Are we becoming so consumed by content marketing that we’re putting quantity before quality, and are we somehow forgetting our marketing technology infrastructures, so carefully put in place?
I’m not saying it’s easy – More…
Because it’s totally awesome and I can really see how this tool could help a busy company where a lot of people have a little bit of time to contribute to growing a brand via social media. I love the “team” element of this tool and I am going to spend all day tomorrow convincing a few of my colleagues as to exactly why we should use it.
It’s an online tool that allows you to populate a stream with content that Buffer later shares across your social networks at specified times throughout the day (or night). In this sense, it’s not unlike Hootsuite which, while Twitter focused in its GUI, gives you the capacity to tick other social networks when you go to share, and to schedule your sharing.
So how is it different than Hootsuite? More…
“Can I finally do away with my CRM?”
Sadly, the answer is no 😦 LinkedIn Contacts is not going to solve my number one database marketing problem, which is keeping my data current.
I want my contacts automatically updated within my CRM every time they move companies, they change job titles or even change departments.
Looking to LinkedIn for a solution is entirely logical because the site hosts all of this information (I do realise there are likely regulations on how much of it they are allowed to freely share). Quite a few CRM companies boast LinkedIn integration (Salesforce has probably gotten the furthest with it, but even the Salesforce/LinkedIn integration (featured on the LinkedIn website actually) doesn’t seem to have specifically what I want).
Enter LinkedIn Contacts and I wonder if my CRM-related prayers had been answered. Alas, no. For the reasons I’ll list below, LinkedIn Contacts is not going to solve my dated data problem any better than the so-called LinkedIn integration features many of the CRM companies offer. In fact, having not even yet used LinkedIn contacts (I am on the waiting list) I can tell you that it while it will be a freelance/contractor’s dream, it won’t actually help companies that much. More…
At long last, I’ve got a draft of my content marketing plan! Read part I of this post to see how I started out.
It’s been a challenging and rewarding exercise that has not only highlighted the significance of business elements such as geography, but also the importance of both themes central to the business and the stages of sales/buying cycle.
However most importantly, this exercise has taught me that what I’ve got now really is a draft and not the final content marketing plan. This is because in this instance, I need input from across the organisation. I’ve developed and applied a strategy to creating a content marketing plan and I’ve developed a structure that I’ve dropped ideas into. More…
This week I’ve been allotted the somewhat daunting task of creating a content marketing plan to span the 12 months going forward. As a digital
marketer I love playing with social media and other delivery channels, but let’s be honest:
Content is the life and soul of the party.
Without content, I’d be left with an amazing digital marketing communications infrastructure that went completely unused! And with content being such top priority, it is not surprising that any company would want a well-researched, thoughtfully constructed content marketing plan.
While constructing a content marketing plan is not an easy task, I would say it’s so far been a rewarding one – you very quickly realise potential marketing opportunities and gaps simply by analysing the content you do have and brainstorming from there.