Posts from the ‘marketing’ Category
August 18, 2017
Helping a new company boil down what it does into a few sentences is a surprisingly challenging task. The last four years, I have been helping businesses, big and small, do just that.
Writing a company description is especially hard for a nascent organization that is still working out exactly how its products or services will be used, let alone described. But doing so is critical. This description serves as the backbone of external and internal communication.
Let’s take a closer look at why every business needs a documented company summary.
Laying the groundwork for consistent marketing communication
A company summary is a brief description of your business that can be used for your website, social media profiles, marketing material, investor decks, press releases, and in conversations with well-meaning family members who are trying to understand what it is you do, exactly.
Many businesses have a short, one to three sentence version, and a more in-depth iteration. The summary should make sense to your target customers, partners, investors and ideally, the aforementioned well-meaning family members.
Some company summaries are easier to write than others. Do you run a women’s boutique? That’s easier to describe than an emerging advertising technology solution. Regardless of your vertical, try to keep it simple and use recognizable terms and phrases rather than coining new descriptors.
One of the most overlooked use cases of a summary like this is internal communication. You want to make sure every member of your team is describing your business in the same way. I often work with business owners on company summaries as part of a larger company narrative project, in which we define their target audience, brand voice, mission statement and unique value proposition. The process can be quite enlightening for the entrepreneur. Often we involve their whole teams in a workshop. I love running these things. It is interesting to hear each person’s elevator pitch, and it almost always sparks some well-meaning debate about the company’s purpose. It is challenging to synthesize that input into verbiage that is both meaningful and persuasive, but it is also deeply satisfying to land on a new turn of phrase that excites the whole team.
While I strive to write summaries that will stay forever relevant, nothing is etched in stone. If you are a start-up, you should revisit your company description regularly and make tweaks as needed. It is good to be fluid, just don’t sacrifice organization. Document your sanctioned company description in a central location for your team, and keep them in the loop about changes.
For those of us in more complicated industries, like ad tech, writing simple summaries is weirdly hard, but it is worth the effort. You are taking control over how your company is described, internally and externally. When done right, this brief description is both deceptively simple and highly strategic.
By Jacqueline Lisk
March 23, 2017
If you work in marketing, you can’t go a day without reading something about millennials. And with good reason! These guys are now the largest generation in the U.S. and have tremendous buying power. Their digital-first preferences have changed the way brands approach customer service, branding, and sales. (For more on the “Millennial Effect,” check you this article I wrote for Mediaplanet.)
Well folks, they have done it again. A recent survey from Deloitte revealed that 80 percent of young viewers skip online video and TV ads. But aren’t millennials supposed to like video?
As a millennial, and a human, I may be able to shed light on this manner: People don’t like interruptive advertising! It’s why they download ad blockers. That’s not to say there isn’t a place for well-done video ads, but most consumers prefer to learn more about products and services by reading and watching quality content, on their own time.
If you’d like to discuss what makes content marketing so special, drop me a line!
January 14, 2016
2015’s word of the year? Content marketing. If you don’t believe me, ask the Association of National Advertisers. Thus, it’s no surprise there’s a surfeit of articles analyzing the content marketing developments that defined the past 12 months, and countless pieces that make predictions about what’s to come. I rounded up some of the best in content marketing, digital and tech news to help inform your 2016 marketing strategy.
Looking back: Content marketing in 2015
Native advertising 101: The Good, the bad and the ugly, ClickZ
A useful overview of one of the year’s hottest marketing trends.
2015 retrospective: 8 major developments to note, The MediaBriefing
A thoughtful, global examination of the year’s most significant media and tech happenings.
The best native ads of 2015, Outbrain
The 7 best native ads of 2015, HubSpot
The Best Content Marketing of 2015, Contently
Examples of native advertising done right. Use these to inspire your next campaign.
7 of the industry’s biggest stats in 2015, ClickZ
Important data pertaining to ad spending, social media, e-commerce and more.
F.T.C. Guidelines on Native Ads Aim to Prevent Deception, The New York Times
This isn’t a Year in Review piece, but the industry is a buzz about the F.T.C’s recently released guide on native ads. Its goal is to protect consumers from deception, which shouldn’t be a bad thing for those advertisers producing content that is truly high quality and useful.
Looking ahead: Content marketing predictions
5 Big Ways Content Marketing Will Change in 2016, Contently
A must-read! Contently’s editor in chief calls out the “sweeping trends” likely to affect our industry. My favorites? Marketing won’t be the only department investing in content, and media budgets will start to flow into content marketing initiatives.
The top marketing trends to watch for in 2016, Hubspot
“Marketing is becoming more localized and more personalized. Snapchat has exceeded many marketers’ expectations…We’re seeing a rise in wearable tech, which is giving marketers a ton more consumer data to work with.” This infographic provides a closer (visual) look at these trends.
35 content marketing statistics you need to know in 2016, Forbes
Making the case for a larger B2B content marketing budget? Bookmark this article for ammunition.
A Look Ahead: Content Marketing in 2016, The Content Council
Industry leaders share their predictions in this quick read. Don’t expect any earth-shattering revelations, but it’s worth a gander.
10 content marketing game changers to look for in 2016, Mashable
NewsCred CEO Shafqat Islam shares his predictions, which include the rise of “living” content, virtual reality and messaging platforms, such as WeChat and Live.
Prediction rankings: The most likely media and tech developments in 2016, The MediaBriefing
An in-depth look at some of the changes in store for the media industry.
15 crucial web design trends for 2016 and beyond, eConsultancy
A credible look at budding design trends. Keep this in mind so you can present your quality content in the best way possible.
Trends for 2016: Five Predictions for What Won’t Happen, eMarketer
eMarketer calls out often-cited predictions that probably won’t come to fruition (at least not yet), such as young people abandoning Facebook in droves.
Have I missed something? Let me know! Tweet @jlisk1 or drop me a line at firstname.lastname@example.org
August 31, 2015
An increasing number of advertisers are spending more of their ad budgets on mobile marketing tactics. This trend is a logical result of changing user behaviors. As marketers, it’s our job to be where the people are, and more people are spending more time on their mobile devices. In January 2014, for the first time, Americans used smartphones and tablets more often than desktops to connect to the Internet, according to comScore. Here are some useful articles to help you understand the future of mobile advertising.
1. Mobile to account for more than half of digital ad spending in 2015, eMarketer
This year, mobile spending will surpass desktop spending for the first time. eMarketer shares its recent research on the shift. Read it here.
2. Programmatic and RTB
Programmatic ad buying affords its adopters a host of benefits, including increased efficiency, cost savings, transparency and targeting abilities. It has implications beyond mobile, but it’s particularly interesting to watch these trends converge.
- Digiday explains programmatic in layman’s terms. Read it here.
- Acquity’s blog post breaks down RTB in a way that’s easy to understand. Read it here.
- Business Insider summarizes its comprehensive report on programmatic buying. Read it here.
3. The future of digital advertising: Mobile, programmatic and native
MoPub’s guest blog for Audience Science explains how these tactics come together to offer superior results for advertisers. (In full disclosure, JR Lisk helped MoPub with this piece!) Read it here.
Have an article recommendation? Let us know on Twitter @jlisk1
Photo Source: Union Square Media
June 30, 2015
Live streaming is the process of delivering content live to an end-user over the internet. Content delivery networks like Periscope and Meerkat allow people, or brands, to share videos in real-time, and audiences to more easily find content that they might be interested in.
Meerkat allows you to share and view videos in real-time. You can comment on content, see how many other people are watching, and share the video link on other social networks. If you do follow a stream, you’ll receive a notification when the user is “on-air,” or sharing new content, so you don’t miss out. But like Snapchat, the content does not live forever. You have to watch it live. In May, Meerkat revealed a Facebook integration that allows users to publish streams directly on Facebook.
Periscope, now owned by Twitter, allows you to share real-time videos via your iPhone. After you share a video, it remains available for your subscribers to view for 24-hours – then it disappears. People can also comment and like your content, allowing broadcasters to interact in real-time with their audience.
Live streaming’s marketing implications
Live streaming apps allow you to more easily broadcast video content that can help customers better understand your business. But as always – quality and context matters. Brands will still have to find that “sweet spot” – videos that are entertaining or interesting but also tie-back to their marketing objectives.
You’ll also need to find your audience, which is more easily done if you’ve already cultivated robust social networks, since you can promote your content on existing networks like Twitter and Facebook.
As it’s a new platform, best practices are still being determined, but if you fancy yourself an early adopter, now is the time to experiment.
Is your business embracing live streaming? Let us know @jlisk1