An Ignoble Experiment: Simple steps to developing compelling content ideas

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

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June 28, 2021

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The Big Story

Wendy's CMO talks engagement on social media

(Wendy's/Twitter)

Carl Loredo, chief marketing officer at Wendy's, talks about the brand's strategy on social media, including the importance of listening, demonstrating empathy and understanding tonal nuances on different platforms. He discusses Wendy's reputation as a "snarky" brand on Twitter, turning a little boy's Twitter post into an ad and explains the secrets to its high engagement on the platform.

Full Story: Marketing Dive (6/28)

	TikTok Influences Purchase Decisions Did you know 66% of Millennial TikTok users have looked up a product after seeing it in an ad? Download our study to learn more about both Gen Z & Millennials on TikTok, their attitudes and receptiveness to ads, and which brands are standing out on the platform.

Connecting & Collaborating

Can LinkedIn boost sales without paid ads?

(Pixabay)

Businesses can generate sales through profiles, company pages and messages on LinkedIn without buying ads, write small-business marketing strategist Judi Fox and Social Media Examiner's Michael Stelzner. They discuss how to tailor LinkedIn content to audiences at each step of the customer journey.

Full Story: Social Media Examiner (6/24)

Simple steps to developing compelling content ideas

(Pixabay)

Most communications professionals are busy churning out content they want to create instead of providing information desired by readers, writes ACH Communications' Arik Hanson. To learn what content readers are compelled to view, Hanson suggests gleaming insight by hosting small focus groups of eight to 10 people, conducting regular customer surveys and by talking briefly with the sales team during their monthly meetings about customer topics.

Full Story: ACH Communications (Arik Hanson) (6/25)

Snapchat is still a test case for some brands

Perceptions that Snapchat's user base is largely young, as well as competition from TikTok, cause many brands to still largely use the platform as a testing ground rather than a main part of marketing budgets. Advertising revenue on the social media site reportedly rose by 66% during the last 12 months, due in part to new tools and other capabilities.

Full Story: The Drum (free registration) (6/25)

	Sick of biased news? 1440's got you covered 1440 is the fastest way to an impartial point-of-view. The team at 1440 scours over 100+ media sources ranging from culture and science to sports and politics to create one email that gets you all caught up on the day's events in 5 minutes. It's 100% free, so sign up for 1440 here.

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Marketer Moments

How e.l.f. boosts consumer engagement with Wattpad

E.l.f. Cosmetics tapped Wattpad for its #EyesLipsFierce Write-a-thon contest, which garnered 31 million impressions on the social storytelling platform's homepage and yielded 10,000 contest entries, while the brand also donated $1 to the nonprofit Girls Inc. for each entry featuring the related hashtag. Wattpad's editorial team featured the five winners, who penned copy about the women they admire and addressed topics such as mental illness and motherhood, last week to mark National Writing Day.

Full Story: MediaPost Communications (free registration) (6/25)

Platform News

LinkedIn provides a guide to its targeting tools

LinkedIn has posted a free 14-page overview of the audience target options it provides, with advice on tactics such as estimating audience size, as well as the "Return to Growth" magazine with strategy tips. The 50-page digital publication includes a study showing that people are far more likely to trust LinkedIn content than that on other social platforms.

Full Story: Social Media Today (6/27), Social Media Today (6/28)

Facebook helps marketers optimize ad elements

Facebook has introduced an Optimize Text Per Person feature for advertisements that uses a proprietary algorithm to highlight text elements most likely to appeal to specific people. The option has been made available to some users and Facebook has not yet announced a date for the full rollout.

Full Story: Social Media Today (6/25)

Social Shareable

Gap's classic hoodie gets revived by TikTok

TikTok influencers Barbara Kristoffersen and Emma Chamberlain were among people on the platform who inspired fresh interest in Gap's classic Arch Logo Hoodie and more than 6.5 million views for #gaphoodie. The brand took note and is bringing back the vintage hoodie for a limited time, with preorders available exclusively on TikTok and Instagram, and a "Gap Hoodie Color Comeback" TikTok interactive poll invites users to vote for the hoodie's next color.

Full Story: Adweek (6/25), ABC News (6/24)

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As I consider how to approach engaging with consumers in the right way, it has to start with listening, it has to start with empathy and understanding.

Carl Loredo, chief marketing officer at Wendy's, as quoted by Marketing Dive