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People: 5 Ways People Fix Content Marketing - Curagami

People: 5 Ways People Fix Content Marketing - Curagami | Curation Revolution |

Content marketing must serve a higher purpose & featuring people not things is how websites win hearts, minds & loyalty creating online community.

Post includes a Fareed Zakaria interview with hedge fund manager Ray Dolio because Ray shares 5 tips for how to become a great web marketer:

* Think more about how "the machine" works (Google in our case).

* Be in the middle of it and expect to get banged up.

* Have great humility and FEAR.

* It isn't KNOWING that matters it is what you do when you DON't KNOW.
* Find smart people who disagree with you and LISTEN.

I couldn't summarize how teams I've led have made over $30M in online sales learn to think and be. Ray may be speaking of how to manage a hedge fund, but he may as well be outlining how to be a great digital marketer.

This post explores an eternal truth - people not things sell.

oconnorandkelly's curator insight, April 30, 2015 6:37 AM

A really excellent read - great points are made in here.

Scooped by Martin (Marty) Smith!

The New Retargeting | MIT Technology Review

The New Retargeting | MIT Technology Review | Curation Revolution |
Ads that follow you from one website to another are increasingly common, but in the rush for more tailored advertising, age-old wisdom may be lost.
Martin (Marty) Smith's insight:

Weighing In On Retargeting

My friend Frank Pollock asked me to weigh in on this excellent post from Sloan. Here is my take on The New Ad Retargeting:

The Future Of Ad Retargeting
Great post by +Frank Pollock. Here is my answer to his question:

Retargeting works, but I like where this post is going too. I've felt for some time that simple static retargeting is dead. Static retargeting is displaying a batch and blast ad group and this article rightfully picks that idea apart.

I see a new kind of retargeting that combines sophisticated ad serving of the variety combined with predictive analytics, personas and segments. 

It is not enough to know I didn't respond to that last ad display. It is more important to know that I didn't respond and so that puts me into a new track, a track created by others within the same archetype or persona group (or tribe) who've acted in the same way. 

Can you rogue out of all tracks? Sure but those are exceptions that prove the value of well thought out branching paths and algorithms. When you are on track A and don't click you fall through to track A-1 and so on. The view / click feedback loop is so important and something quants such as +Melinda Thielbar should be able to help us tighten. 

Anytime "sophisticated" and "branching algorithms" are in the same sentence it means your creative investment must quadruple, but that will be true for Web 3.0 anyway since we will create NO static boxes and only dynamic threads to be fed based on sophisticated branching algorithms. 

Would I use simple static ad retargeting now? Probably NOT. Would I combine retargeting with ad serving, personas and sophisticated branching what if algorithms? In a heart beat :).M 

John van den Brink's curator insight, April 19, 2013 5:16 PM

Great Scoop via Martin Smith about Retargeting. Read the article and Martin's Insight.

Rescooped by Martin (Marty) Smith from Marketing, Sales and Lead Generation!

8 Benefits of Niche Marketing [4 from Scenttrail]

8 Benefits of Niche Marketing [4 from Scenttrail] | Curation Revolution |

Read on to find out generalist woes, specialist advantages, and 4 benefits to a defined marketing niche..

Marty Note
This post includes 4 benefits of "Niche Marketing" or focusing your business on a segment or persona group that may have emerged "organically". Here are their 4 benefits:

1. Increased Profits

2. Reduced Marketing Costs

3. Greater Trust and Credibility

4. Reduced Competition

Here are 4 more benefits of finding your niche:

5. Content Marketing Is An Option.

6. Easier To Become An Authority.

7. Winning Hearts & Minds More Likely.

8. Coherent Multi-Channel Possible & Cheaper.

No one can effectively content market to more than about 3 things. The fewer things you want to become an authority on, from Google's perspective, the easier it is to understand you.

Google's "spider" deals in math. If your "math" is consistently about X then you stand a chance of becoming an authority on X. Authority status is earned not created. By narrowing your content marketing to a niche or even a niche of a niche you may WIN where you had no chance of winning further up the food chain.

Today’s marketing demands people love you with the expression of that love being their willingness to use their personal brand in your favor. The trap is the more you want to be loved the less likely you are to be loved,

so narrowing your niche and being true to your expertise, passion and love makes it more likely those values will be returned by customers.

Coherence is an overlooked benefit of narrowing your focus.

Coherence in this crazy multi-channel world is a challenge. Your marketing needs to live on a website, social networks, email marketing and video marketing to name just a few of the “channels” a contemporary business demands. Coherence of message and channel is easier when your narrowcast.  

Via Stefano Principato, massimo facchinetti