What top performing content marketers have in common
What top performing content marketers have in common | Why agencies, brands are staking claims in the metaverse | How to advertise ethically during the war in Ukraine
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Top performing enterprise content marketers have three things in common: they measure content performance well, invest in content marketing technology and differentiate content from their rivals, according to a study from the Content Marketing Institute and Imagination. In addition, top performers are more likely to create content tailored to stages in the buying journey and to craft content based on customer needs.
The wisdom of What Color is Your Parachute? For 50 years, the best-selling career guide What Color is Your Parachute? has been a standard for job seekers. The latest edition addresses the massive shift in the workplace brought on by the pandemic. Read the blog post to hear more from the latest author, Katharine Brooks.
Brands such as Adidas, Care Bears, JPMorgan Chase and Samsung are purchasing and renting costly parcels of land within The Sandbox, Decentraland and other digital worlds to ensure they have enduring spaces for shops, experiences and other engagements. Meanwhile, agencies are staking claims for offices and to expose clients to the environments. Asa Hiken examines the various costs, purchase processes and attributes of established platforms.
Media agency executives and brand safety experts discuss the difficulties of ad placement during Russia's invasion of Ukraine, which highlights a factor that should be a priority at all times -- ethical media investment. "Know where your ads are, consciously choose your partners," says Conscious Advertising Network's Jake Dubbins, adding that marketers must make the "effort to align the values of your brand with the media environments that you're in -- that might be small quality environments too."
Hybrid events that offer a virtual option with a smaller in-person element have become increasingly popular during the pandemic and give marketers a better return on investment, writes Splash CEO Eric Holmen. Benefits include higher rates of attendees, improved lead quality and reduced costs, and event technology is delivering more opportunities for audience segmentation and increased inclusivity, Holmen writes.
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Nando's, with former BBDO New York senior creative director Matthew Brink, created a "Don't Be an Anti-Apper" campaign that's running across connected TV in select markets and via social media. The push features videos where people adopt anti-vaxxer and conspiracy theorist stances toward the brand's app, with one person saying, "Free stuff infringes on my freedom."
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Instagram is enhancing user accessibility by using artificial intelligence to auto-generate captions for videos in English, Spanish and 15 other languages. Instagram gives users the option of turning off the captioning and plans to add more languages.
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A survey of Generation Z students in the US, UK and Australia by Unidays reveals that they see Nike, Old Navy and Asos as leaders when it comes to breaking down gender stereotype barriers and promoting inclusivity. In addition, 61% say brands could step up efforts to show "style should not have a gender," and 49% say improved gender representation in marketing would make them more likely to buy from a brand.
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Danny Freeman is popular on Instagram for his fun homemade pasta shapes and a recent viral post shows a range of pasta goodies based on "Harry Potter." The video displays pasta shaped and colored like house scarves, a golden Nimbus, sorting hats and "Golden Snitch Ravioli."
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