Our latest research at Kaleido Insights from my colleague Rebecca Lieb Download here: Global Content Strategy: This is Going to Be Big! Enterprises are still in the early stages of integrating content strategy as a discipline, not only into the marketing mix, but also into operations and technology. Multinationals face a much more complex challenge: scaling content across borders, languages, cultures, and teams. This report examines the specific challenges of creating an effective global content marketing strategy, as well as best practice recommendations. Global content operations tend to operate either top-down, or bottom up. We learned neither approach works in isolation. Global content groups must enable local territories, but local (regions and/or countries) must be provided with sufficient autonomy to make … Continue readingGlobal Content Strategy: This is Going to Be Big!
In my industry interactions with marketers (both at startups and at large corporations) I’ve found there is a dichotomy between marketers, and the organizations which they serve, succinctly, I see two types of roles: 1) Downstream Marketers This style of marketer is most common. They are often marketing products which are handed to them from product teams, or remote engineering teams, even abroad in other countries. They often have little say over what they will market, and are often measured on transactional measurements, often signups, leads, or total sales. The downside for this marketer is they are often non-strategic, and focused on marketing tactics, but the upside is they’re role is often safe and secure for the short term. … Continue readingTwo Types of Marketers: Upstream and Downstream
Left image: Melanie Notkin, in middle, evangelist for Savvy Aunts, at her book launch in Manhattan NYC. Sex in the City in real life? Professional working woman climbing the corporate ladder? Married women entrepreneurs holding their own? Yes to all. I so often hear from brand marketers they want to reach the mother bloggers (thank you Moms!), and we’ve seen large industries emerge to serve these very powerful markets, and that’s great –yet what about the rest of the women? I had the pleasure of getting educated about this growing market, which potentially give brands to shift focus away from a saturated market. Learning about PANKs: I had an enlightening lunch in the center of Manhattan with Melanie Notkin, a … Continue readingNot Just Moms: Untapped Opportunity for Brands, meet the ‘Savvy Auntie’ aka PANKs
The social software space has been conducting some interesting marketing techniques, and I’m here to comment on what I’ve seen. Being an attendee at dozens of shows a year, also receiving more emails than I can count from these vendors, I wanted to provide a broader perspective, and then get your comments. In addition to the usual forms of marketing from working with PR agencies, press releases, taking over SERP pages of a competitor, brochures, white papers, case studies, webinars, and the lot, I’m seeing a few interesting trends in their marketing mix I wanted to highlight: 1) Social Software Vendors Ironically Invest in Airport Display Advertising. While I’ve heard about it, I saw it for the first time in … Continue readingThe Peculiar Marketing Trends Among The Social Software Industry
I want to share with you, I’ve found there are only three types of companies. Once you understand the three variations, you’ll be a better consumer, marketer, or leader. I take a lot of briefings from companies, in fact, hundreds every year. I also meet with many different corporations who are our clients for longer term engagements and have found a clear pattern in just about every industry. In fact this doesn’t just apply to the brand, but also the specific products within a market. And deep down, when you look carefully, you’ll find this applies to siblings too. The Three Types of Companies: 1) Biggest. This company or product, will always make the claim they are the biggest, largest, … Continue readingThe Three Types of Companies: Biggest, Better, and Different