Week 12 and 12 Thoughts During a Social Media Project

As I near the end of my twelve week digital advertising project, I reflect back on all the lessons I’ve learned throughout the process. Like any project, and really any challenging task in life, I’ve come away knowing a little bit more about myself, my strengths and things to avoid to make future challenges easier.

So I’ve decided to share some of those experiences, all of the wins and losses, highs and lows and thoughts throughout the process of the past few months in the only way we millennials know how: through gifs and lists. Here goes:

1. When you push off blogging because you think “it’s the beginning of the semester, I’ve got time.”

2. Then you realize the semester is half over and you’ve only blogged twice.

3. And when your brain is literally out of thoughts because you cranked out 4 blogs in one week.

4. Trying to bid on Google Adwords keywords on a college budget.

5. When you see the success of your Adwords campaign.

6. But then realize you now to give up some of your “extracurricular budget” to pay for it.

7. When you’re forced to get a Twitter account even though you despise it as a form of communication.

8. But then you get your first retweet, favorite or follower. 

9. And you become Twitter obsessed and can’t function without checking your notifications and news feed hourly.

10. Trying to find a semi-professional picture to use for your LinkedIn profile but your last professional picture was senior year of high school.

11. Scrambling at the end of twelve weeks to tie up all the loose ends and write your presentation.

12. Getting your grade back and celebrating (this one hasn’t actually happened yet but fingers crossed).

Thank you to everyone who has followed my throughout the process on here, Twitter and Facebook. My hopefully awesome grade couldn’t have been possible without your support, clicks, and favorites. Peace and Blessings until next time.

A Page from the History Books – Content Marketing

Contrary to popular belief, content marketing has been around longer than you would think. In fact, in 1895, John Deere launched the magazine The Furrow, providing information to farmers on how to become more profitable. The magazine, considered the first custom publication, is still in circulation, reaching 1.5 million readers in 40 countries in 12 different languages. Content marketing’s popularity has only recently come into the spotlight since the rise of social media made it a necessity for all companies.

Content Marketing Institute has researched and compiled a timeline of the evolution of content, from The Furrow in 1895 to content marketing today. Check it out!

Marketing is impossible without great content. Regardless of what type of marketing efforts you use, content marketing should be an essential part of your process, not just an add-on.

Four Creative Content Marketing Examples

The best form of content marketing varies from company to company and depending on the target audience. It wouldn’t make sense to be targeting adult females on Sports Center because the majority of viewers are men. Marketers have to pick the right media for their consumers with information or entertainment that they’ll want to see.

In recent years, several companies have really hit the nail on the head with their marketing. Here are a few examples of some creative and thoughtful content marketing initiatives from companies in recent years.

1. Birchbox’s Beauty Tips

Birchbox is a monthly subscription service that sends subscribers four to five makeup samples or beauty products to try every month. They have also created a series of how-to videos of beauty tricks related to their products. Videos like “How to: Color Pop Eye Makeup” or “How to: Victoria Secret Waves” are very relevant to customers who are receiving their products, and with tons of videos there’s a how-to for everyone. 

Birchbox customers have even joined in the fun by uploading “unboxing” videos where they record the excitement of opening their package and finding what’s inside. Then other Birchboxers comment and share their experiences with some of the product. Now that’s some serious earned media.

2. Disney Shares the Magic

Who isn’t interested in seeing a behind the scenes look at Disney’s magic? From adults to children, anyone that has some sort of connection to Disney and their lovable characters enjoys learning more about their magical operations. Disney’s blog does just that. Some of their recent top posts include:

• “Hallowishes light up Magic Kingdom Park”
• “Halloween How-To: Carve Pumpkins like a Disney Pro”
• “Halloween How-To: Make ‘Witch Minne’ Candy Apples”

Readers can comment and share their magical experiences during a recent family vacation or a memory of Disney in their life. Marketing like this is what makes Disney one of the most recognized brands in history.

3. Metro Trains Safety Videos

Now I know what you’re thinking. “Really? A transportation company’s safety video is good content marketing? Yeah right.” No really, it is. Metro Trains wanted to create a campaign promoting rail safety, but they didn’t want just another humdrum PSA-type campaign (wise choice). Instead, they made a creative, funny video that got people to watch and pay attention. The video is called "Dumb Ways to Die." With a catchy song, colorful characters, and funny storyline, Metro Trains was able to gain over 100 million views on YouTube and reduce accidents and deaths 21%. Check it out.


They have since made follow up videos including a “Deck the Halls” holiday safety version.

4. Google Animations

I’m going to assume a company description of Google is unnecessary. And if you do need one, just Google it.

If you’ve been on the Google home page on a holiday or during a national event you probably noticed that their logo was different. The Google Doodle has become a much loved trait of this tech giant’s effort to stay relevant to its users. On notable days throughout the year, Google changes its logo into an interactive and creative animation to match with the day’s celebration. Here is the animation they used on the first day of fall. Cute right?

All of these companies have the best way to reach their audience and get them engaged. What are some ways your company can engage your audience?

Content Marketing on Social Media – Companies that Got it Right

If you're reading this post, odds are you have at least one (if not several) social media accounts. You might in follow or like a couple of your favorite companies or brands. Have you ever seen or participated in a marketing campaign of theirs?

With the popularity of social media, tons of companies are stepping up their social media marketing game. Here are three recent campaigns that have gone viral and gained the company a lot of attention. Have you seen or participated in any of these?

 1. McDonald’s and Taco Bell’s War on Breakfast

In the world of fast food breakfast sandwiches, McDonalds and Taco Bell have been going head to head to prove once and for all who has the best breakfast sandwich. Taco Bell started the feud with a series on ads starring real-life men named Ronald McDonald who claim to love Taco Bell’s breakfast. McDonald’s in retaliation post the following photo on their Facebook page. In the photo, a Ronald-style clown is petting a Taco Bell former mascot Chihuahua with the caption, “Imitation is the sincerest form of flattery.” The light-hearted nature of this feud has attracted tons of comments and debates for some serious audience engagement.

2. Doritos #CrashtheSuperBowl Campaign

Every year, Frito-Lay invites customers to create their own Doritos as and each year, at least one (oftentimes multiple) fan-made commercial is aired during the Super Bowl. Not only that, but Frito-Lay offers bonus prizes of $400,000-$1 million for any ad that scores a place on the USA Today Super Bowl Ad Meter.

User generated content campaigns like #crashthesuperbowl allows brands to get more awareness, exposure and impressions while also letting customers voice their opinions and experiences. It’s a win-win!

3. Always’ #LikeAGirl on Youtube

One of the top 10 YouTube ads of 2014, this campaign took an emotional look at what it means to do something “like a girl” from the perspective of boys and girls of different ages. The campaign asks “When did doing something “like a girl” become an insult?” encourages viewers to rewrite the rules. Since its debut in June of 2014, the original video has had over 59 million views and was advertised during the recent women’s World Cup. Always has also created a follow-up video with a similar message. See the video below.

Great content marketing is all around us. From funny super bowl commercials to heartfelt YouTube ads, all it takes is a touching story, a funny feud, or fan engagement to make a campaign really stick.

6 Buzzwords Every Content Marketer Should Know and Use

After recently having an interview for a new marketing position, I realized something: for every job or career field, there are certain words that make people's eyes pop with excitement. Terms and phrases that trending in the industry or jargon that every expert should know and use correctly. For example, when chatting with this interviewer, terms like marketing automation software, click rates, and user generated content really got him going.

So I thought to myself, what are some words related to content marketing that create the same sort of excitement? What are phrases that I would want to know before going into a position related to content marketing?

Here are six content marketing related buzzwords that might get your interviewer's attention:

1. Storytelling

As a marketing tactic, the term storytelling is based on the idea that people remember information and connect with products and brands better when it is told as a story rather than presented as a list of facts. Take a simple product like Kleenex for example. Their advertisements aren't 60 secs full of stats about what the tissue is made of, how it's manufactured or how many tissues are in a box. Instead they tell a story of little boy too sick to play in the snow with his friends. That is until he uses Kleenex and his nose begins to hurt less. That kind of story will resonate more with mothers of sick children.

2. Storyscaping

Similar to storytelling, storyscaping is a new marketing approach that brings together the power of stories with the excitement experiences to create immersive worlds where brands and consumers connect. By using Storyscaping, brands can move beyond making ads and into creating worlds where their story becomes part of the consumer’s story. One way companies do this is through user generated content and marketing campaigns.

3. Tailored Content

All marketing content should be segmented, personalized and tailored to exactly what your target audience wants to hear. This seems like a no-brainer but many companies don't utilize this as much as they should. Simple data mining and analysis will help to give insight on what types of content and text your customers want to see.

4. Holistic

A holistic marketing strategy is developed by thinking of the entire business entity, not just the one division or product you are marketing. This helps to create a cohesive message of the business and it's goals to its customers and community. Holistic marketing can be challenging, especially for larger companies, but in the long run, a well planned, comprehensive message will resinate more effectively.

5. Relationship Marketing

This type of marketing activity is focused on creating long-term and trusting relationships with customers. Fostering and maintaining customer relationships is more than just checking in on past customers every once in a while. Customer profiling, analyzing buying patterns, maintaining purchase records and fielding complaints or questions is all part of creating a loyal customer.

6. Sticky Content

No, I don't mean physically sticky like covered in honey and gum, but the same idea applies. You want your marketing message and brand to stick with the potential customer long after they've seen your ad in a way that they'll easily recall it. For example, whenever you hear "ba da ba ba ba," you'll automatically finish it with "I'm loving it."

Next time you're in an interview and discussing content marketing, or even marketing in general, work some of these terms into your responses. You might just impress the interviewer enough to land the job!

Can't Stop, Won't Stop...Until Writer's Block Hits

We've all been there - working on a great writing piece when suddenly your mind goes blank. You have no idea what to say anymore. You know there's more content somewhere in your brain, but you just can't seem to find the connection to get it onto paper.

So how do you spark that connection again? Fear not, I have done a little research and have the solution to your problem.

8 Tricks to Overcome your Writer's Block:

1. Just write. 

Many times, people get hung up on making their first draft a work of art. Reality check, it's called a first draft for a reason. Lower your expectations, put down any thoughts that come to mind and revise it later. Rome wasn't built in a day and your work doesn't need to be either.

2. Put on some music. 

Be inspired by other people's creativity! Listening to music can help you relax and let the ideas flow. Depending on your style you may like simple instrumental music or high energy tunes. (Or if you're like me you'll choose instrumental hip hop; high energy but without words to distract me.) Find what works for you and get back to the writing.

3. Go for a walk. 

This one is actually three-fold. First, exercising gets more oxygen to brain, which makes it pump and work more. Exercising also makes you more awake, alert, and open to inspiration. And third, try walking and talking. While your up and walking around, talk out the topic you're trying to write about. You might just find an angle you haven't seen yet.

4. Take a cold shower. 

Now this one I don't necessarily agree with, but the internet tells me otherwise. Taking a cold shower sends a shock to your system, which will boost your energy levels. For other ways to boost your energy levels, refer to number 3.

5. Do a Mark Twain.

Break down your writing into smaller, more manageable tasks. Mark Twain advised that this would help to lower the expectations and pressure on having a complete and perfect piece.

6. Or a John Steinbeck.

Steinbeck's advise was to imagine yourself writing a letter to a friend or your mother about the topic. The casual nature of the letter will let the words flow right out. And similarly to Twain, it helps to relieve the pressure of needing a perfect piece.

7. Rise and Shine.

Fact: the brain is more creative in the morning. This is most likely because we've just woken up, we're refreshed, and we haven't gotten bogged down with all the stress of the day yet. Try setting aside some time every morning to get your thoughts down while your creative brain is at its peak.

8. Get a Pet.

How is it even possible to be worked up around fuzzy animals? Hang out with your furry friend for a little while, let yourself relax, and then try writing again. Odds are your pet will help to reduce your anxiety and lower your expectations, and it'll give you something else to focus on for a bit.

Try one, try them all. Find what works best for your style and get writing!

The Physics of Marketing

Yes, you read that correctly - The Physics of Marketing. Now I know what you're thinking, "How in the world are these two things possibly related?" Just hear me (and Dan Cobley) out here. 

A lot of non-marketing people think that what we do is easy work. That we just throw words and pictures together into a pretty, catchy advertisement. But in reality, marketing is much more than that. There are techniques and strategies to be learned about marketing. There is research involved in finding the right audience and sending them the best message through the right media. There is analyzing being down around every corner to determine effectiveness. Good marketers know these things, study them and are constantly working to perfect them. 

So in many ways, like physics, marketing is a science. There may not be perfect equations or constant truths. But, there are several theories that can be taken from physics and directly applied to marketing. Watch Dan Cobley's video below to see what I mean. 

Dan Cobley: What Physics Taught Me About Marketing

TedGlobal 2010 @dcobley 

Now, I wouldn't recommend everyone go start some new science experiments, but think about how this theories can effect your business's marketing and brand image. Are there things you could change based on what you've learned? If they are easily changeable, try something new and analyze the results. Who knows, you could be the next Bill Nye of marketing!

3 Books to Improve Your Marketing Content

Knowledge is power. And where does knowledge come from? From learning and absorbing new ideas from things around you: people, images, books, etc. Everything we know we learned from someone or something else. We learned to speak by listening to others talk. We learned to ride a bike and drive a car from others teaching us. But once we learn all of the basic things, how do we learn more advanced things? By reading.

Marketing is a complex and constantly changing field of study. New trends and new media are introduced everyday. Because of this, marketers need to learn from each other. Reading books, like the following three, from experienced experts is the best way to help craft your skill. If you're in the market for a new book to read, consider of these three!

1. Hey Whipple, Squeeze This: The Classic Guide to Creating Greats Ads by Luke Sullivan

Not only does Sullivan's book cover every aspect of advertising, from TV to radio to print and beyond, it also talks about several topics related to marketing, like a brief history and explanation of why you should want to get into marketing. But what makes his work truly awesome, is Sullivan's funny and witty way of writing. If you didn't catch it, the title itself is a jab at old Mr. Whipple from the Charmin commercials. This is not just another hum-drum, textbook style piece. This is the type of book that you actually want to read.
"Hey Whipple" has been rated 4.6 stars on Amazon.com with customer testimonials calling it their "marketing/advertising bible." According to Heywhipple.com, this book will "help sharpen your writing chops, unleash your creativity and raise the level of your work whether you're new to the business or a practicing professional. "

2. The Doodle Revolution: Unlock the Power to Think Differently, by Sunni Brown

Admit it. When you were younger and daydreaming during class, you drew little doodles on the side of your notes. Whether they were hearts, animals people, etc., those doodles were an expression of your creativity. Now think yourself, when was the last time you doodled? According to Sunni Brown, it should be more often. 

In her book, Brown explains why doodling should be viewed as "one of the most powerful, practical and pleasurable tools" available to us and everyone can and should use doodling to "unlock the power to think differently." Customers on Amazon.com rated this book 4.4 stars, saying "this is the real deal."

3. Difference: The One-page Method for Reimagining Your Business and Reinventing Your Marketing, by Bernadette Jiwa

Although not specifically a marketing book, "Difference" is a book for all types of organizations and all aspects of business. Unlike the previous two books which discuss ways of doing, Jiwa's book talks about a new way of thing; difference thinking. As the author explains, “Difference thinking is more than the ability to connect the dots. It’s about seeing the truth, recognizing the opportunity in that truth and then acting on it. You need to learn how to see the dots and understand the significance of connecting them before you can begin.”
Rated 4.5 out of 5 stars on Amazon.com, "Difference" customers call this book "refreshing."

Sticks and Stones and Words can Hurt You

When we were kids, all of us at one time or another repeated the old adage, "Sticks and stones may break my bones, but words can never hurt me." When we were five years old and in a name-calling fight with a classmate on the playground, saying this phrase meant we were big, tough, invincible and no matter what they called us, we weren't effected by it.

Marketing is completely the opposite. The words you say in an email, TV, or radio advertisement or a Facebook or Twitter post can effect how customers view your brand and their likelihood of buying your product or service. 

Don't believe me? Here are three reasons why good content matters:

1. The proof is in the pudding...I mean the search results

Don't even try to fool Google's algorithm. It can sniff out quality sites and content like a fox hound. This algorithm can see right through any black hat's rule breaking SEO practices. By looking at time spent on pages, bounce rates, and number of times shared (among tons of other site characteristics) and not just keywords and phrases, Google is getting better and better at finding the real content. 

2. Learn about the people behind the clicks

This part takes a little bit of extra work on your part, but in the end it's worth it. Track clicks, comments, likes, anything and everything you can. Try to find patterns in the data you collect. Are there certain topics that get more viewers, what taglines get more clicks, what kind of comments are people making? If you find that certain things aren't working, try switching up your strategy. You won't know until you try!

3. Good content gets noticed. Period.

It's as simple as that. With today's consumers being bombarded almost constantly with advertisements and messages, it takes really strong content to grab their attention and hold it long enough to get your point across. Not only that, but if you can capture and keep someone's full attention, there's a higher chance they will share your message with their friends, furthering your campaign even more.  

U.N.I. Fight!

In honor of my last  homecoming as student at University of Northern Iowa this weekend, I decided to dedicate a post to the place I call home and one of the many aspects of UNI student life that makes this school so special - The Interlude Dance.

For those of you who don't know what The Interlude is, you have four minutes to click here and catch up with the rest of the world.
...

Okay, I'm glad you're up to speed now. Almost five years after it's creation, this crazy dance invented by a group of UNI alumni has become a staple hype song for all Panther Athletic events. If you're a UNI student, you know The Interlude Dance. It's basically taught to every freshman on the first day of class.

So now, without further adieu, the song and dance that will describe my college experience for the rest of my life performed by true UNI fans. Enjoy!




And with that said, GO PANTHERS!!

Content Marketing 101 - Get in the Know!

The idea of content marketing is a fairly new concept in the business world. It has only really taken hold in the last several decades, and with the constant advancements in the world of online marketing, the possibilities for consumer targeted content are becoming endless. Yet many people are still not fully sure what content marketing is.

Enter Intrapromote, LLC and their Content Marketing 101 video. 
The IP Team, as they call themselves, is a group of search engine optimization, social media, and content marketing experts. They created and shared a quick video to explain content marketing, highlight how it's different than traditional marketing, and even debunk a few myths. Check it out!





Content marketing will soon be the main focus of many business. Always remember, consumers are only interested in content that is relevant to them. Find your target audience, and give them the relevant content they're looking for!

Welcome to my new blog!

Hi Everyone!

Welcome to my new blog - Mark.IT. For the next several months, I will be writing about marketing as it relates to the healthcare industry, and more specifically how healthcare providers can use content marketing to better reach their target audience with more relevant content.

So what is content marketing? In short, content marketing is any marketing that involves the creation and sharing of media and publishing relevant and valuable content in order to gain and keep customers. You're probably wondering, "how is that different than any other form of marketing?" The key words in that definition are "relevant" and "valuable." In order to capture the attention the attention of a new customer, you need to show them something that is important to them or that they need. That's where content marketing comes into play. Content marketers focus on figuring out what the audience will want to hear and what will get their attention.

Follow along with me every week to learn more about how content marketing can change the game for healthcare providers.