Kevin Mullett revealed our Content Opportunity Report to the world to rave reviews not too long ago. Simply put, this report offers a way to evaluate opportunities for generating content across one or multiple marketing channels. It is an excellent planning tool that empowers chief marketing officers as well as other marketing and communications professionals to think through how they can achieve their content objectives before actually trying to assemble an editorial calendar.
As we roll into March with the craziness of the start of a new year well in our rearview mirror, the majority of us marketing professionals are busy working on how to meet our business objectives for 2014.
We always start out the year with high hopes and aspirations. But many times we end up falling into the same familiar strategies and tactics that may get us an incremental increase in our results, but not necessarily the game-changing improvements we would love to see.
Psychologically, we tend to reward loud people and people who are confident whether they have a strong record of having their facts right or not. If you watched Saturday Night Live over the weekend, you no doubt saw the skit where a police officer played by host Edward Norton experienced this frustration when trying to educate students on the importance of proper safety precautions during Halloween.
Norton’s frustration with the class finally reaches a breaking point when he says, “Challon is clearly misinformed but she sounds very confident and that may be throwing some of the rest of you off.” The student then rallies her classmates around her point of view, that they should do everything they can to get the candy, and, as a result, the officer leaves in frustration.
Let’s face it, to some degree slick ad campaigns with “loud voices” have an impact. All to often Continue reading
Information technology assets are part of every organization but are often under-utilized. These assets include critical information about your customers, their preferences, and – what’s most important – their purchasing habits. Understanding your customer profile and using it to market to those customers who fit it can have a lasting impact on your marketing efforts and add value to information you already own.
There are many reasons for the disconnect between an organization’s information technology and marketing teams. In many cases the marketing and IT functions are managed under completely separate chains of command. Also, marketers aren’t always familiar enough with the capabilities of their firms’ information technology assets, and information technology teams don’t often have a clear understanding of what information the marketing team finds valuable.
Does this sound like your organization? You’re not alone! Continue reading