#mkt3810

So last week was all about Social Currency (can you define social currency in your own words now?. I hope you can. 

So I’m not going to completely rip off Jonah Berger’s Contagious: Why things catch on book. But I will be talking about it again this week. The first two STEPPS as he calls it are Social Currency and Triggers. You already know what Social Currency is, now its time for TRIGGERS.

No I don’t mean that kind of triggers. Although they are kind of funny... The internet is a wonderful place.

I think Jonah Berger really nails it when he defines triggers as “top of mind leads to tip of tongue”. Just take a moment and think about that...

Top of mind leads to tip of tongue. Need examples? That’s what I’m here for.

Kit Kat is a great example with their “have a break” commercials. I don’t know if they are still using that same tactic on their commercials, I think they are but that is irrelevant. The point is that a sound can be a triggering tactic to make people think of your brand.

It’s kind of like having a superpower! Can you imagine being able to make a sound that TRIGGERS a reaction in someone’s brain and makes them think of your brand? That’s awesome!

Have a break, Have a Kit-Kat. Brilliant!

Have you ever spotted a Kit-Kat from far away and wanted to break it and eat it? You have this and many other commercials to thank for that. Kit-Kat knows how triggering a sound can be. So they used it in their commercials.

Another great example of a sound cue that triggers someone to take action is the song In the arms of an Angel by Sarah Mclaughlin. Yes, I know! Even non profits can take advantage of this tactic. The ASPCA is phenomenal at using this song to drive a message home. The message that there are a lot of homeless doggies that are suffering and need help your help to be adopted. I’m sure you’ve seen it at some point. Watch the video below.

Who put these onions here!? I don’t know about you but that commercial always makes me shed a tear or two. Okay yes, I cry every time. But you see what I mean! There was a reaction in my brain! The commercial made me cry and started to make me think about donating so that those doggie won’t be euthanized. 

It really is a superpower. The power to cause a reaction on someone’s brain and make them think of your brand or buy your products or even donate to your cause. It’s a strong tool to use if done right.

On this blog, we have talked about the Coca-Cola company before. We’ve praised them for their amazing content 2020 initiative video, and I will praise them once more. Can you think of a trigger that Coca-Cola uses? If you are a Coke fan like me, you know exactly where i’m going with this.

I was trying to look for examples of this. I guess the coke commercials that are played on theaters are not accessible online. But for someone that craves that coke fizziness, the sound of opening a can of coke can be triggering.

Every time i’m at home and one of my family members opens a can of coke I hear it right away from across the room. I could be the farthest away from the kitchen and still hear the sound, making me want to go and get a coke.

So there you have it. That’s what triggers are. Triggers don’t necessarily have to be sound cues. Visual cues are a great way to be recognizable and trigger people to think about your brand. Think of Starbucks. That green straw can be spotted from far away. You don’t even have to look at the cup, if you see a green straw, STARBUCKS!

1. Have an audience that wants to look at your content marketing

80% of B2B content marketers focus on building an audience.

Joe Pulitzer has build a audience for content marketing. Year after year Joe Pulizzi tracks email subscribers. 

Subscribers address themselves they are a important element of your content marketing. Enabling you to communicate with on a regular basis with non-promotional information can save your business money. 

Tracking subscribers is the first step toward assessing content marketing return of investment (ROI).  50% of the people who goes on your website are not ready to purchase according to Joe Pulitzer. This is the key for success for B2B marketers because you dont want to stuff your sales  with leads that are not ready or unqualified.

2. You must be communicate with your audience consistently to have a loyal audience don’t be lazy

Your main objective is to become part of your audience inner circle ( your audience focus on 5 to 20 resources where they spend their media time). You want them as a loyal audience. Only 58% of B2B content marketers deliver information in a consistent bases.  Make a email newsletter so you can offer your readers more advantage of reading your content. You can check out Joe Pulitzer newsletter. They are a good example that can create your own content.

Have cyclical content (publishing on a regular scheduled of repeating content)  without having cyclical content, you won’t prioritize what you have to do for your business.

3. Concentrate on your performance to have great results when it comes to content it will help your business 

 You have to focus on your content marketing where you will get the best results. What works for your business imply those skills. In Joe Pulitzer Epic Content Marketing he mentions what helps B2B which is testing and improving your content. By “focusing on those things that yield the best change such as headlines and your conversion page”. Joe Pulitzer also mentions you should “create related content at the same time you create the missing pieces of content”. Have your social media (Twitter, Instagram and Facebook) and related blog post to alter your content.

What should your budget be for B2B content marketing to help your business

You need a budget that is very important because putting down your revenue and expenses down on paper will help your business team to know what your’re envisioning for your company and you will be able to adapt to change if you ever lose a important client, you can see how it can affect your business so you can make changes to get back on track to dominate. B2B spend 39% of their budget on content marketing(statistic by vtldesign.com). You should utilize this for B2B content marketing spending.

B2B Content Marketing tips to help your business  

Position yourself to work with customer service, sales, and other departments to create content marketing.  Have people implement there concepts so you can grasp the people ideas, in return you can implement your own vision into your content marketing.

The conclusion of B2B Content Marketing 

 Content marketing remains important in the business world because it engages leads with potential customers. B2B marketers can gather leads and insights to focus on integrating content into their marketing efforts. They can benefit from this by using content marketing. Remember what Content marketing is?    

“Content marketing is a marketing technique of creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience – with the objective of driving profitable customer action” - Content Marketing Institute

Marketers can reach out to B2B customers by what are they looking for when they search for content,. Marketers need to be on top of there game and stay active on channels such as Facebook, Google, and Twitter to voice their brand and product offerings. To specialize in B2B Content Marketing you need to focus on content that fits all the customers wants and needs, by making them accessible online. When doing this your marketing will stay consistent,  by doing so you will earn the customer trust. So remember when it comes to B2B content marketing you must create awareness, build engagement, drive thought leadership and gain revenue.

This is an excellent Ted talks about the importance of sleep!

The MISSION

Blazing beyond wake ‘n’ bake and doing more than just livin’ life.

We are a community of cultivators and creators who hunger for content to lift our spirits, elevate our thinking and raise our consciousness.

RISE & SHINE is a celebration of movements and individuals who use their higher state of mind to push boundaries, break conventions and shine so bright they change the world.

It’s time to bask in the sunlight above the dank clouds.

It’s time to RISE & SHINE.

Our Ideal Consumer

Secondary in our business model, but first in our vision, is a cannabis enthusiast who seeks to live an elevated lifestyle: the sophisticated stoner.

An individual—regardless of age, race, or gender—who utilizes the healing and uplifting powers of their daily ritual to remain a high-functioning member of society. They are conscious of what they purchase, of what they consume, and above all, of how they behave. Because at the end of the day, they are a walking representation of cannabis culture.

Lately I have been getting into podcasts and I figured I tried checking out a couple of content marketing podcast to continue learning more about the topic as well as keep up with the latest trends in content marketing. I have listened to few different content marketing podcasts but the one the stuck out to me and enjoyed listening to was “Social Media Social Hour” hosted by Tyler Anderson. In this episode, the topic of “growth hacking” is covered and discussed as a tool any business can use to build a larger following on social media. Tyler speaks to guest Derric Haynie about growth hacking and how it can be beneficial.

Growth hacking can be considered as trying to get a little for a lot but some believe it is tricky tactics to get a large number of followers. Create a scalable, repeatable, predictable process to grow a business from iterative testing and using a frame work to uncover the channels and tactics to leverage to scaling the growth. This could lead to greater revenues for a business and a framework for a business to build a large following. The goal shouldn’t be just getting followers but making sure it ties back to the metrics of business. A business should sit down and think about the impact of the content, the confidence of delivering, and the execution of delivering the content. With this process, a business can figure out what opportunities a business can take advantage of what projects to deliver. In defining what makes a project successful or not, it builds a level to measure to in executing a project. Keeping these ideas in mind can continue to make each project better and better. It separating the different channel outlets, a business can test and figure out what platforms are working to meet the goals. It can be more important to find out what is not working as oppose to what is working.

        Haynie recommends a business to not even deliver content unless there is a strategy. Sometimes having a non-active page can be better than delivering content aimlessly. A business should look to create realistic goals so that there are short measure of success and build on a strategy each day. Social media should be viewed and handled as another strategy or channel to market to consumer that becomes more of a distribution of content and information to consumers. It is key to run tests on each platform to figure out the difference of what works on each one. The consistency of how long to test is not so important, but instead what can be tested in a week to continue testing more often even though each test can take. This is an important part of process so that time and investments do not go to waste in crating the best content possible. There should be a meaning and purpose to creating content, and these tests can help determine what content is working. Haynie explains how it can take anywhere from 6 months to a year to really figure out what content is actually working on each platform. Throughout the process, the core of the business should not change so often so it does not change the scalability of determining effective content.

        Once an effective trend is determined on a channel, it is important to continue other tactics that work on the content, but also putting more effort into determining the best tactics for other platforms. Haynie finishes the interview recommending listeners to focus on failing to truly figure out the best content that works in delivering your message. Platforms such as twitter and Instagram now have data available to any business that shows what content is being engaged with the most. User do not even have to pay for this data and any business should look to use the data in creating the most effective strategy possible. Platforms are also now allowing businesses to further promote their content for a fee determined on how many estimated users will see the content.

          In looking to find more ways to continue building my skills in content marketing for my own music ventures, I am beginning to find the best ways to get the latest information and trend in content marketing. As a newer channel to reach consumers, content marketing continues to be a developing and changing tactic for any business marketing strategy. I look forward to continue listening to more podcasts from “Social Media Social Hour” to continue learning new ways to use content marketing to reach a greater audience.

SONG OF THE WEEK: 

Bank Account by 21 Savage