An Ignoble Experiment: 5 ways B2B marketers can improve digital content

Created for ignoble.experiment@arconati.us | Marketing manager at Amex

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February 25, 2021

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The Big Story

Pinterest CMO: "Go lateral, don't be literal"

Andrea Mallard, chief marketing officer at Pinterest, talks about "Pinterest Predicts" -- the platform's data on emerging trends, such as "rainbrows," "epic charcuterie" and "getaway cars." Mallard explains how brands can inspire and educate users on emerging trends, using "healthy sleep environments" as an example, advising, "go lateral, don't be literal."

Full Story: Ad Age (tiered subscription model) (2/24)

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Connecting & Collaborating

What marketers need to know about online communities

Research from Facebook and New York University's The Governance Lab reveals 46.1% of Americans say the most important group they belong to operates online, compared with 30.1% who say it's in-person, and the report offers four insights into the rising popularity of digital communities, such as Facebook Groups. These include the importance of online communities in alleviating isolation -- a factor that's been heightened during the pandemic -- and the benefits of blending both digital and in-person community activations.

Full Story: Social Media Today (2/24)

5 ways B2B marketers can improve digital content

A superior digital customer experience is more important than ever during the pandemic, writes Adam Johnson, who outlines five ways business-to-business marketers can up their online content game. Personalize messaging to match where prospects are in the customer journey and their level of expertise with your product or service, and prioritize high-quality copywriting, Johnson recommends.

Full Story: MarketingProfs (free registration) (2/24)

Marketer Moments

VMLY&R, Keebler take consumers into the Hollow Tree

(Keebler/YouTube)

VMLY&R, Golin, Mindshare and Day One Agency created an interactive campaign for Keebler that uses QR code stickers on cookie packaging to take consumers into an interactive world featuring Ernie the Elf and the Hollow Tree where they are encouraged to donate to the Make-A-Wish Foundation. A "Dunkumentary" YouTube video tells the story of a girl whose wish came true thanks to the foundation and is also running in 6-second versions across Instagram and Facebook.

Full Story: MediaPost Communications (free registration) (2/24)

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Platform News

YouTube announces 8 new children's shows

YouTube has added eight new children's shows, with 25 others in development, as part of $100 million set aside to pay for family and educational shows instead of relying on targeted advertising to fund children's programming. The shows will be available in several languages.

Full Story: Social Media Today (2/23)

Facebook to boost its spending with news publishers

In the aftermath of Facebook's news content dispute with the Australian government, the company says it will pay $1 billion to news services around the world during the next three years, on top of the $600 million it has spent since 2018. The pledge matches the $1 billion Google announced in October that it would pay for news.

Full Story: The Verge (2/24), CNBC (2/24)

Measurement Matters

Report: 2020's "most loved brands"

(Pixabay)

Trader Joe's is the "most loved brand" offline while Walmart's Great Value takes the same title for popularity in social media conversations, according to Engagement Labs' TotalSocial Brand Awards. The research shows the pandemic shifted conversation toward household cleaning, personal and beauty care, and video games, and Engagement Labs CEO Ed Keller notes, "To be successful in this new era, marketers must be part of the consumer conversation, which is predictive of long-term brand value, in addition to sales."

Full Story: MediaPost Communications (free registration) (2/24)

Social Shareable

Principal offers humor, encouragement via TikTok

(Unsplash)

Nick Holtvluwer, principal of Mammoth Heights Elementary in Parker, Colo., joined TikTok roughly one year ago and has grown his following to more than 35,000. In this blog post, Holtvluwer describes how he used the platform to expand his audience and post content that infused humor and hope into the challenges of the coronavirus pandemic.

Full Story: SmartBrief/Education (2/24)

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In digital communication, respect readers' time -- aim to grab their attention quickly and be brief -- and move and inspire them by speaking their language and focusing on their problems.

Adam Johnson, senior vice president of sales and customer success at ActiveCampaign, writing for MarketingProfs