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Copywriters. The ability to find the exact right words to tell your company's story isn't an easy feat, and it's even harder to do so consistently. So when we come across companies that are doing it successfully, we think their copywriters deserve a pat on the back (and a raise?). Take a look at some of the companies we think have stellar copywriting, and if you're looking, maybe get some inspiration for your own brand, too.... 
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In the dark-dark city, on the dark-dark street, in the dark-dark office, there was one dark-dark company, but no one knew about it because the company couldn’t tell people about itself… Modern information consumers want more than just data. People of this generation are used to getting accessible news, ideas, information, and knowledge; they know the tricks and cannot stand importunate marketing. The more promotional lines they see in a text, the faster they stop reading it. That is why storytelling is a great idea for any marketing campaign. People love stories. They are thrilled to read about something similar to what they’ve experienced, to delve into one’s dirty laundry, to see love stories, etc. Storytelling can be a very powerful tool for content creators. They can influence people’s emotions and get those precious likes and shares....
Jeff Domansky's insight:
Storytelling in content marketing is a powerful tool for connecting with your audience. It helps you sell, connect and engage more effectively.
Noelle, Sarah, Sammie, John, and Simon.'s curator insight,
November 26, 2016 4:45 AM
Great for the tourism industry! Perfect for startups like Accor Hotels, to market their service through telling the stories of previous travelers, maybe on social media platforms?
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CMOs are hot! Marketing chiefs represent the single largest cohort in this year’s Adweek 50, our annual list of the most indispensable executives behind the CEO across the marketing, media and tech disciplines.
Surprising, given that they’re not directly responsible for bringing in revenue—that’s the job of sales folk, who are also well represented here. But there is a reason this list is rich with CMOs. For one, they control the ad budgets that keep the media alive and healthy. And for another, marketing execs have become technologically astute as they ensure their companies are up on the latest tech trends and platforms.
Speaking of tech, Snapchat’s Imran Khan is our No. 1 this year—thanks to his efforts, the social platform has become the hottest ad opportunity of 2016....
Jeff Domansky's insight:
Excellent list of impressive CMO, ad and industry leaders in Adweek's Top 50. Recommended reading! 10/10
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Our content marketing infographic series covers three challenges that most marketers face today: scaling content production, creating a distribution strategy, and earning your audience. Today, we’re releasing our second infographic in the series, “Meet Your Audience Where They Are,” which dives into the tactics needed to build a solid distribution strategy.
Analyzing data from our own marketing efforts, we found that employing a multi-touch strategy of public relations, social media, and email marketing almost always wins. By distributing your content across different channels, you meet your target audience where they are and extend your reach far beyond simply publishing a piece of content to your owned blog.
Take a look at the infographic below for our findings about the most successful distribution tactics:...
Jeff Domansky's insight:
What distribution channels work best? Research says a multi-touch strategy works best.
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Everyone from pollsters to pundits got the result of the US presidential election wrong.
Jeff Domansky's insight:
Shades of Dewey beats Truman?
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Despite upbeat predictions about holiday spending, retailers shouldn’t expect much help from their advertising: The YouGov BrandIndex reports that for almost half of all large retail brands, advertising awareness is significantly lower than it was a year ago.
The consumer perception research firm says that while Walmart still leads in awareness, it’s only connecting with 48% of consumers, down nine percentage points compared to last year. Kmart, a division of Sears, and Best Buy experienced even steeper awareness declines, at 12 points and 10 points, respectively. And while Amazon, Target and JCPenney fared the best, each of them also experienced dips in awareness.
The index is based on daily polling, asking respondents two questions about 23 leading stores: “Does it give good value for what you pay?" and "Which of the following brands have you seen an advertisement for in the past two weeks?"
Amazon came in No. 1 again this year in YouGov’s value perception ranking. What’s more, it’s out in front by miles, with a score of 55.8%. Old Navy runs a distant second, with a score of 33.7%, and Walmart third, at 32.5%. Costco, Best Buy, eBay, Bed, Bath & Beyond, Target, Kohl’s and JCPenney are all also in the top-10 of the value perception group....
Jeff Domansky's insight:
Ad awareness is down sharply heading the holidays. What's up with that?
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At its core, public relations (PR) is about developing positive relationships with your key audiences, whoever you define them to be. So we wanted to provide business owners and communications practitioners with PR tips that address just that.
We reached out to some of the industry’s leading public relations experts to learn their thoughts on relationship development. Below are 23 PR tips in response to our question...
Jeff Domansky's insight:
23 of the industry's leading public relations experts reveal their best PR tips to improve a business's relationship with a key audience.
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In content marketing, we want to create value. The magic happens when we start to publish pieces of content that do more than simply propagate our sales. In the end, it is about generating loyal fans who come back to what we create.These fans are a great source of inspiration for more content and they will also help to spread the word.
YouTube does a lot to help video creators to create better content. One of these efforts is the ’10 fundamentals of a creative strategy.’ Below you’ll find these fundamentals made actionable and see that they are enriched by a new one. These rules apply not only to content marketing on Google’s video platform, but they also help to optimize your efforts in video content marketing strategy....
Jeff Domansky's insight:
11 tips to help you get results with video marketing.
Maria Cattini's curator insight,
November 25, 2016 8:08 AM
11 tips to help you get results with video marketing.
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For content creators, sometimes the most stressful part of the role can be opening a completely blank document to start a new project.
Whether it's writing a blog post, designing an infographic, or creating an ebook, it's challenging to start creating a new piece of content from scratch, especially if you've never done it before. Download the full collection of free content marketing templates here.
Here in the HubSpot content shop, we want to take the work out of it for you. Instead of trying to master how to create every type of content in existence, cut down on the stress and inefficiency and read about our collection of nearly 400 free, customizable content creation templates.
We've broken this list down into types of content marketing, so jump ahead if you specifically want: Content Planning Templates, Written Content Templates, Visual Content Templates, orEmail Templates....
Jeff Domansky's insight:
HubSpot shares 386+ templates that can help you improve all facets of your inbound marketing efforts -- from content planning to infographic design. Awesome resource! 9/10
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Trying to find the optimal times and days for your social media posts can be a difficult challenge. You have to make it an effort to post at different times each day for each social media account, while tediously recording your results. Via Brian Yanish - MarketingHits.com
Jeff Domansky's insight:
Revisiting best times to post on various social media channels.
DigitalDimension's curator insight,
November 23, 2016 12:47 PM
¿Quieres saber cuáles son los mejores días y horas para publicar en las redes sociales?
AvizorMedia's curator insight,
November 24, 2016 3:36 AM
Los mejores días y horas para publicar en Redes Sociales. Interesante infografía ¿Conocías los datos?
EL OBSERVATORIO DIGITAL's curator insight,
December 10, 2016 4:01 AM
Completa infografía que ayuda a conocer los mejores momentos para publicar en las redes sociales (Facebook, Twitter...)
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This fundamental principle of content marketing has been a key part of HubSpot’s marketing playbook. Our “planet”, comprised of our website and blog, continues to fuel our company’s growth at a higher rate than any other marketing tactic. You may find it odd then, that about a year ago, we very quietly walked to the edge of our home planet and stepped off.
Getting behind the idea of publishing off-site We started ReadThink, an offsite publication on Medium.com. This month marks the one year anniversary of ReadThink and I wanted to share a little bit about what we’ve learned: why we did it, where we stumbled, and — because benchmarks were hard to come by when we were getting started — what our numbers looked like throughout the year.
Grab your space helmets. Here we go.Let me make this very clear: you do not own your audience. Regular monthly visitors, big subscriber lists, well-trodden conversion paths give us the illusion that we own the attention of our audience — but it is only an illusion. Attention is fleeting, and must constantly be earned.While a lot of content discovery still happens through search, more and more people are consuming articles directly from platforms like Medium, Facebook, and podcasts.
Medium has done a remarkable job with editorial curation and a loyal readership has followed, with a lot of this being driven by mobile. According to 2016 research from eMarketer, 86% of time spent on mobile devices is spent in apps rather than internet browsers. Apps like Medium have become new discovery platforms for content....
Jeff Domansky's insight:
How HubSpot used off site content strategy to drive readership on Medium.
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What’s the point of advertising your brand far and wide if the people down the road don’t know you exist? If growing your business is important to you, then you have to start in your own neighborhood.
Jeff Domansky's insight:
Here's a simple list of local search marketing tactics.
Ryan Bonnell's curator insight,
November 23, 2016 9:25 PM
If you read one thing read this. An absolute must for community-based businesses. Doctors, dentists, lawyers, and chimney sweeps. GO LOCAL!
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Content marketing has become one of the most crucial strategy to increase consumer engagement and also to attract the right audience for a business.
A lot of companies spending great amount of money on it and it’s getting pretty hard to create competitive advantage in the red ocean of blogs, infographics, videos, and more.
Jeff Domansky's insight:
Count 'em. 17 benefits to content marketing.
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I’ve been blogging for almost 4 years now and the one big regret I have is that I didn’t focus on building my list earlier. It wasn’t that I didn’t have an email list. I did. But it was really small and while I didn’t discourage signups, I certainly didn’t encourage them. And I didn’t have a good capture technique. Obviously, I learned my lesson and focused on building my list. But I was definitely behind on all the momentum I could have had. Lesson learned! So, if you have wanted to grow your email list, I want to make sure you have the resources to do so. I’m going to share with you my best tips for ways to use social media to grow your email list....
Jeff Domansky's insight:
Jenn Herman has useful social marketing tips.
Maria Cattini's curator insight,
November 26, 2016 6:49 PM
Jenn Herman has useful social marketing tips.
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![Manufacturing Marketers See Content Marketing Breakthrough [Research] | Public Relations & Social Marketing Insight | Scoop.it](https://img.scoop.it/8-ugEWLidIuBq9WzLRMjHzl72eJkfbmt4t8yenImKBVvK0kTmF0xjctABnaLJIm9)
Last year, the results of our annual content marketing survey indicated that manufacturing marketers were stuck when it came to content marketing. Fewer than 20% said their organization was effective at content marketing or that they had a documented content marketing strategy. What a difference a year makes! Let’s take a look at some of the reasons why manufacturers have made progress over the last year with content marketing, as reported in today’s release of Manufacturing Content Marketing: 2017 Benchmarks, Budgets, and Trends—North America, sponsored by IEEE Engineering360 Media Solutions....
Jeff Domansky's insight:
Check out Content Marketing Institute's latest research, Manufacturing Content Marketing: 2017 Benchmarks, Budgets, and Trends—North America.
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THINK Marketing can be likened to The Huffington Post meets Amazon – or the brand newsroom meets Watson-powered customized content, according to Lord. (He was formerly president of AOL, which owns the HuffPo.)
On the newsroom side, THINK Marketing publishes a high volume of industry-leading content on a daily basis. Though IBM isn’t necessarily known for brand publishing – or being a marketing thought leader, for that matter – the company was actually spending a lot of money developing content before THINK Marketing was conceived.
“What THINK Marketing has done is focus everyone’s energy to get the content into one repository,” says Lord. “It’s a repurposing of all the publishing we’ve been doing, to-date.”...
Jeff Domansky's insight:
IBM is using Watson to power THINK Marketing, the new IBM content marketing website, as part of a long-term strategy for the company to position itself as a marketing technology leader.
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People love to use the adage “work smarter, not harder” these days. It implies that the quality of one’s work has outmaneuvered the hours normally spent on it, sparing unnecessary time and energy. Indeed, it’s one goal of the modern workforce. Try applying this to marketing, however, and the phrase comes up short.
For example, quality has always been a must in content marketing. But any marketer knows that quantity is tantamount to awareness, as study after study shows that a customer almost always intercepts a message multiple times before making a purchase.
So the question becomes: How do we take high-quality content and make it multiply? Suzanne Copeland, CMO of Sterling National Bank, explains the math that expanded her own department’s content marketing efforts....
Jeff Domansky's insight:
Suzanne Copeland, CMO of Sterling National Bank, on the bank's content marketing strategy and how they make high-quality content and multiply it.
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What challenges lie in measuring content and analysing its success?
When discussing the KPIs of a content marketing strategy in the early stages, there are typically three challenges many organisations face.
First, spending an inordinate amount of time and money looking for a ‘silver bullet’ solution in the form of a very sophisticated content publishing system that will take care of everything, including measurements.
Second, approaching content marketing like ‘advertising’s new clothes’, and therefore applying the same expectations in terms of the content produced, and expected returns. Finally, focusing exclusively on traffic and site analytics....
Jeff Domansky's insight:
Good look at ROI on content marketing from Coca-Cola.
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Jasmine shares one of her favorite quotes from author Simon Sinek, “People don’t buy what you do, they buy why you do it.” In her opinion, there’s no better platform than Instagram to showcase why you do something.
She believes Instagram’s powerful storytelling components give you the ability to make customers loyal before a purchase has been made. If you can tell a powerful story in fewer than 87 characters (the caption limit), along with a photo that matches and elevates the storytelling component, you’ll win at Instagram....
Jeff Domansky's insight:
Photographer Jasmine Star explores how she sells her products and services via Instagram.
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Words are hard.
Whether you're a published author or just getting started with blogging, it's not always easy to string words together in a way that makes sense, sounds good, and makes the reader feel something.
But every marketer should be able to write -- and, more importantly, every marketer can write. It's just a matter of finding the writing environment that works best for you, expanding your vocabulary, asking for feedback (and listening to it), and practicing.
Luckily, there are a slew of great tools you can use to help improve your writing. Check out the list below, and feel free to add the most helpful ones you use in the comment section....
Jeff Domansky's insight:
Check out HubSpot's list of tools to help you improve your writing, whether you're a professional author or haven't written anything longer than an email.
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Explore the history of Thanksgiving, a US holiday that dates back to colonial times. Learn about the first Thanksgiving feast, traditions and more.
Jeff Domansky's insight:
History.com reminds us of the roots of US Thanksgiving. Happy Thanksgiving to all my friends and colleagues in the US.
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The purge is happening. At least according to the universe of alt-right users on social media: Many of them claim that in recent days their Twitter accounts have been suspended and that their posts on Facebook are not being promoted or shared like they used to. It’s all part of a crackdown on "fake news" in the wake of reports that misleading reports shared on Facebook and Twitter helped influence the election.
To many, these efforts are an overdue attempt to maintain online civility. But to others it’s blatant censorship."Hateful and harassment are subjective terms.
"For those alt-right individuals and other social media refugees who feel that their views are suppressed, there’s a new social network that promises a digital space for completely free and unfettered communications. Gab, a platform that looks and feels like a combination of Twitter and Reddit, is meant to "put people first and promote people first," as it was described to me by its founder.
And this week, it’s been attracting thousands of users, many of them alt-righters exiled from Facebook and Twitter, though its founder insists that it aims to expand beyond that community and build a more diverse audience....
Jeff Domansky's insight:
A dispatch from the new censorship-defying social network in the wake of "the purge" of alt-right users on Facebook and Twitter this week. For better or for worse, some will need to monitor Gab.
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Journalists are busy people. If you bring something to their attention that captures their imagination—or, more importantly, the imagination of their readers, listeners and/or viewers—it has a chance of being newsworthy.
Newsworthiness is critical to gaining and keeping access to journalists. If you contact them with information of marginal value that wastes their time, barriers grow. And, each time you waste their time, access becomes harder the next time around.
So, when deciding whether or not to contact the media about a story (or asking your public or media relations professionals to do so), the most important thing to ask yourself is: Is this newsworthy?...
Jeff Domansky's insight:
Media relations basics from Eric Bergman.
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If you thought you heard the last on fake news, you were sadly mistaken.
Jeff Domansky's insight:
82% of students can't tell fake news from real, according to research. Yikes!
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When it comes to writing for social media, the toughest part is creating content that’s engaging enough to make people want to click, read and share. All of the components have got to be there – a great headline, quality content and valuable information that readers will want to pass along to others.
Give your blog a boost with the help of some of these essential tools. They’ll increase the effectiveness of your content, making it more engaging for readers....
Jeff Domansky's insight:
Curatti suggests 12 essential tools to help you get better content marketing results.
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Discover 13 real copywriting examples from brands with awesome copywriters assembled by HubSpot.