Author Archives: cleggen129

Online Marketing News: Twitter Gets Googled, Meerkat Makes A Cameo, Facebook Floats

The Science Behind Buyer Personas

How to Create Buyer Personas [Infographic] – Buyer personas give you insight into how to best engage with your various customer types. But before you start creating those personas, take time to do the research. Check out this infographic to find out. MarketingProfs

Twitter Officially Launches Ads Companion For Mobile Campaign Management – New tool, unveiled as a test last week, gives advertisers the ability to monitor and adjust campaigns from Twitter iOS and Android apps. Twitter

Facebook Gives Users More Control Over Their News Feeds – On Thursday, Facebook announced a set of features that will give each person more control over what he or she wants to see. In essence, you get to reprogram the algorithm. Facebook

TV Becomes Major Driver of Social Activity [Study] – A new study from ShareThis shows that traditional TV-watching has evolved to become a multi-screen social experience. How can networks leverage social to stay relevant? ClickZ

STUDY: Facebook Video Ads Thrive; Twitter Advertisers Must Go Mobile – Social advertising and data company Kinetic Social, a Facebook Marketing Partner, offered a look at first-quarter-2015 ad performance on Facebook and Twitter. SocialTimes

Only 20% of Marketers Use Behavioural Triggers In Email Marketing: Report – Behavioural marketing technology allows brands to provide targeted, relevant communications based on a user’s web activity. See why you should be using it. Econsultancy

Twitter Sets Birthday Balloons As Bait To Reel In More Personal Data – Company adds profile design flourish to encourage people to share their birthdates. The information will be used to serve more relevant information, including advertising. Twitter

Facebook Becomes the Fastest Growing Global Media Company – Facebook has long been a dominant social media platform, but now the brand has grown to be one of the most profitable media companies in the world, according to ZenithOptimedia. ClickZ

Meerkat Introduces Cameo, a Way for Viewers to Interact With Stream — and Facebook Integration – Meerkat this week introduced a new feature that allows viewers to take over and contribute to a live feed on the app. Called Cameo, the feature allows the filmer to select a viewer to appear on screen for up to 60 seconds. Meerkat

Facebook Adds ‘Videos’ Tab to Page Insights: Track Metrics Across Custom Date Ranges – Facebook announced a useful new addition today that will help page owners measure the success of their videos across custom date ranges. Facebook

Facebook Changes How It Charges Brands for Clicks on Their Ads – Facebook is changing how it charges advertisers for click-based campaigns to make sure that, in return for their money, marketers are getting more than social currency. Ad Age

Google Now Indexing 466% More Tweets, Still Favoring Higher Authority Users [Study] – Google is now indexing nearly 5x the Tweets as four months ago, yet more than 96% of Tweets still go unindexed. Search Engine Land

Twitter Introduces Video App Ads, Bidding Based On Actions & Installs – A year after launching its app install ad feature, Twitter says advertisers are getting strong ROI from the program. Marketing Land

Facebook Introduces New “Floating” Video Player, Continues Push on Video Content – Facebook’s march towards online video dominance continues, with another new feature added into the mix to get users viewing more video content. This week, Facebook is testing a new video player option where users can detach a video from the News Feed and move it to your preferred viewing location within the browser window. Social Media Today

What were the top online and digital marketing news stories for you this week?

Thanks for reading and have a great weekend!

Infographic: WSI


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Effective Solutions In Heating and Cooling Systems in Australia



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Normally, through Australia, 40 percent of the energy we use at home is for heating and cooling. This does not include the heating of hot water. The amount of energy used by your home vary according to their needs and the environment where you live and the type of heating and cooling depends on you. Most households have to be heated or cooled to a certain time of year, but with an efficient home, which could avoid dependence on heating and cooling additional devices in total.

Besides the type of heating and cooling solutions you choose, how to work and take care of your system may also have a significant impact. Once you have used all the options of passive heating involved, the next step is to select a suitable to your situation heating. There are many types of heating with different reasons of energy and environmental quantities efficiency.Your, type water heater, how to use it and to its position in the room can make a positive change in their leisure and heating costs. When sizing and adequate system of your home, you can avoid investing in the energy required. Central heating often can heat an entire home, while the space (room) heat warms everyone in the room (or more in the American zone) is used. Whether you opt for the central heating or space, there are many technologies and different heating options to consider, the best type of heating for you is determined by your circumstances, including the size of the rooms to become heated, the number of people in your home and your local climate.

Efficient gas heaters and reverse cycle air conditioning (heat pumps) are cheaper to acquire than standard electric heaters and create about a third of the amount of greenhouse gases. Note that it is important to work with unflued gas heaters with adequate ventilation when they cause indoor air pollution probably at home that may affect their welfare. See the requirements of your state or place.

Central heating systems are often critical to the gas, but could use a water heater in the fire, or heat pump solar system. Most of these systems circulating hot water radiators through solar panels, fan coils or in some cases indirectly through a concrete slab.

Air conditioning (or heat pumps) reverse cycle represent the type of electrical energy efficiency heater.Heat more levers have a fan and led the parties directly unheated heat your home.

They can be a profitable, low cost of operation. Portable electric heaters can be cheap to buy but expensive to maintain. Many are not as useful as other strategies slab floor heating heating.Electric often stronger fuel emissions of greenhouse gases whole house heating and perform.As rules would be the highest you should clean the filters in your heating system regularly to make sure it works effectively, follow the actual manufacturer. Use thermostats and timers to ensure that you are only heated room with everything you need to make when you need to save energy and money. Research on the best type of heating and cooling for your circumstances, our information could help you get started.

5 Impactful Digital Marketing Takeaways from MNSearch Summit

MNSearch-Summit-2015

In order to be an effective digital marketer, it’s imperative that you understand the role that search plays in all of your marketing initiatives. The search landscape is quickly evolving and sometimes what you need is a helping hand from some industry experts to set you down the path to success.

Amazingly, that is just what we experienced at this years MNSearch Summit. Alexis Hall, Evan Prokop, Joel Carlson, Kat Steiner and I took a leap across the river into St. Paul Minnesota for a day filled with actionable information that can be used to improve any digital marketing program.

If you were not able to attend, or maybe didn’t get to see all of the sessions that you would have liked, we’ve provided a helpful roundup of 5 of the takeaways that we believed were most impactful for digital marketers.

ahall

Team Member: Alexis Hall

Session: The Data-Driven Content Marketer – Sean Callahan, LinkedIn

The statement exemplifies the pain marketers have been feeling for over 75 years. Imaging the glory days of a 1950s Don Draper, when advertising was based on gut feel, seeing into the soul of the customer. Some things worked and some things didn’t.  The problem was – it was very difficult to tell which was which.

As savvy content marketers today, we certainly know more about performance than the 1950s ad man, but many of us still feel a gap when it comes to measuring content. We are ready to move beyond page views and social shares to find out if our content is really working.

Enter – big data. It’s no surprise that the amount of data is ramping up:

  • 5 Quintillion bytes of data created every day across the globe
  • 90% of existing data has been created in the last 2 years
  • 90% of buyer journey completed by the time a prospect reaches out to a salesperson

Throughout his presentation, Sean provided examples of companies like Netflix, Google, Zendesk and many more that are using data to guide their content marketing strategy.

He explained that one approach to creating relevant content is the Big Rock Approach, when one big piece of content in a period feeds other content marketing efforts.

The Big Rock Approach follows these steps:

  1. Start with keyword research: Find out what your customers asking and where that intersects with your business.
  2. Repurpose content like leftover turkey: Use tactics such as slide presentations, blogs, infographics, webinars and videos. Then drive your audience back to a gated piece of content to drive conversions.
  3. Use turkey slides to fuel your content hubs: Examples would include:
    1. Company pages
    2. Sponsored updates
    3. LinkedIn Groups
    4. SlideShare

When you are able to merge a data driven approach with truly relevant content then you can make your marketing really meaningful.

ksteiner

Team Member: Kat Steiner

Session: How to Win with the Unexpected in PPC – John Gagnon, Bing

In his session, Bing Ads Evangelist John Gagnon offered sound advice to help marketers look at solving problems in unique ways.

There were three strategies that John discussed including voice search, brand term bidding and offsite tagging. All of which can be used to help companies stay competitive with their online properties in the current digital landscape.

Voice Search

According to Gagnon, the increase in the use of voice search will alter how marketers strategize on behalf of their clients. Currently, 25% of inquiries come from a voice search. It is essential that steps are taken to target this specific audience segment.

The use of voice search is different from a typed inquiry in the following ways:

  • A searcher is mobile, so the results will change accordingly
  • A searcher is looking for local results
  • The search inquiry is shaped in a more conversational format

Brand Term Bidding

When looking to attract traffic for branded search, companies still need to utilize paid search opportunities in addition to organic strategies. By bidding on the highly visible paid space, companies can ensure less clicks go to their competitors.

Brand term bidding gives marketers control of what landing page a visitor arrives on. By maintaining visibility in the paid space for branded terms, a marketer can influence the first impression a visitor has when they arrive on their website.

Offsite Tagging

When looking for remarketing opportunities, marketers can utilize the websites of relevant business partners to gain insights. Marketers can tag the site of the business partner to see how visitors are interacting, then start collecting information to build out the audience and report on their behavior. Once relevant audience members are identified, these individuals can be retargeted at a later date.

azeckman

Team Member: Ashley Zeckman

Session: Email Marketing Trends, Tactics & Opportunities for Search Marketers – Loren McDonald, Silverpop

Loren McDonald provided some great insight into email marketing trends, as well as the convergence of email marketing and search. What stuck with me the most from his session was the opportunity for email marketing and search teams to work together, and the fact that most simply aren’t.

Below is some of the low hanging fruit that Loren mentioned in his presentation:

  1. Landing Pages: You can build a dynamic email based on the search terms that consumers used to get to your landing page.
  2. Lead Scoring: If marketing automation is being used, begin incorporating keywords into lead scoring. Keywords can be scaled higher or lower based on what was used to drive the consumer to your website.
  3. Keyword Driven Email Content: There is also an opportunity to incorporate the keywords used in search results to drive the content of your email campaigns.

eprokop

Team Member: Evan Prokop

Session: How we Can Tell a Compelling Story with our Google Analytics Data – Jeff Sauer, Jeffalytics

There are many steps involved in collecting, cleaning and categorizing data in a way that makes it prime for storytelling. Jeff Sauer provided many actionable tips in his presentation to help marketers get more from their Google Analytics data. When it comes down to it, how can marketers use data to tell a compelling story?

In order for data to be valuable, it needs to tell a story. “Traffic is up 50% over last month” doesn’t say much, but “referral traffic from the ebook campaign we launched last month helped to drive a 50% increase in total website traffic, 20% increase in soft leads and 10% increase in revenue compared to the previous month” tells a much more compelling story.

A good web analytics story not only summarizes the current situation, it leads to actionable next steps. Taking the example above, a logical and actionable next step would be to allocate additional budget to the content marketing team to concept and launch additional ebook campaigns.

That’s the kind of story that drives business decisions and leads to results, and that’s what all digital marketers should be striving for from their web analytics.

jcarlson

Team Member: Joel Carlson

Session: The Power of Real-Time Content For Any Organization – Bob Stanke, Minnesota Timberwolves

The ability to respond to a story in real-time is an incredibly difficult task. In fact, AdWeek reported that only 4% of marketers are able to create content for breaking news in real-time.

Bob Stanke opened up his session by reminding the crowd of the heart wrenching story of the Chilean miners that were stuck underground for two months in 2010. He also highlighted that Oakley quickly jumped into action and provided the miners with sunglasses to help their eyes adjust once they were finally freed. This seemingly small investment and goodwill move on Oakley’s part led to an approximately $41 million return for the company.

In his position at the Minnesota Timberwolves, Stanke and his team have to be able to respond quickly and effectively to breaking news. Below are some of the ways that they are able to set their team up for success:

Real-Time Content the Timberwolves Way

  • Conduct weekly content meetings
  • Include representatives from over 7 different departments
  • Discuss various what-if scenarios
  • Give attention to crossing storylines (Ex. Does a current player live or did they live in an area that was just hit by a disaster)
  • Focus on human-interest topics as they relate to the organization
  • Discuss ways to use exclusive content and how will it be distributed

A Behind-the-Scenes Snapshot of #MNSummit

MNSearch-Summit-Collage

The speakers at MNSearch Summit covered email marketing, PPC, using data for storytelling and so much more. Which tip above most closely aligned with your current digital marketing needs?

Disclosure: LinkedIn is a TopRank Online Marketing client.

Header Image: Shutterstock


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Blockbuster Content Marketing Success: Xerox Marketing VP Jeannine Rossignol #CMWorld

JRossignol---interview-header-

Everything is bigger on the silver screen: hopes and dreams, heroes and villains, successes and failures. Simple human drama can become mythical when projected onto a giant movie screen. We go to the movies to laugh, cry, and gasp along with our fellow moviegoers, all of us sitting in the dark together sharing the experience. It’s a powerful example of how great content can create an experience that not only informs, but makes you feel. Creating those experiences is a whole crew of specialists, actors, director and producers, each playing their part.

Similarly, every successful content marketing program has a team of people working behind the scenes to create quality content that connects with customers. One trailblazing example of a marketing leader creating great content experiences is Jeannine Rossignol, VP of Marketing for Large Enterprise Organizations at Xerox.

Jeannine will be making her first appearance at Content Marketing World this year, discussing how senior marketers and CMOs can structure marketing around content. I connected with Jeannine to talk about content marketing strategy, top challenges facing content marketers, and content marketing lessons to be learned from Charlotte’s Web.

I work with amazingly talented people to tell stories that start conversations with the right people.

Can you share a little more about your role at Xerox and what you enjoy most about it?

At Xerox I lead demand gen, content marketing, digital, social and sales enablement globally for our Large Enterprise Operations division. I work with amazingly talented people to tell stories that start conversations with the right people. I get a rush when I think about all the changes that have happened to the practice over the past few years and can’t wait to see what the future holds… and maybe even help shape it a bit.

The key is that content provides insight, and valuable information they need.

How do you define content marketing?

Content marketing provides our clients and prospects with the insight they need to make a decision. It doesn’t have to be the decision to buy. The key is that the content – whatever form it takes – provides insight, and valuable information they need. Otherwise, we’d simply keep calling it marketing brochures (collateral). When you’re elbowing for position in the early stages of the consideration, good content marketing works hard. It creates brand awareness, differentiation and credibility.

When it comes to approach, never forget the customer is in charge.

It seems many brands’ approach to content marketing has focused mostly on creating more content with a recent emphasis on better quality content. What do you think are the major drivers for content marketing strategy and approach to content?

I have a hunch that the brands producing the most content are often the ones that lack a clear content marketing strategy. A clear strategy should include who you target, what their buyer’s journey looks like, and most importantly, what are the questions they need to answer to move from one stage in the journey to the next. Every piece of content should go back to that strategy.

When it comes to approach, never forget the customer is in charge. Be engaging. Add humanity.

Content is an integral component of every aspect of marketing.

How does content marketing relate to the overall marketing pie?

Content is the golden thread that brings marketing together, not just marketing but marketing and sales. It isn’t a separate program, but rather an integral component of every aspect of marketing.

Content marketing is growing for two reasons. 1) Many disparate marketing components are now taking roles within a larger content marketing strategy. With some adjustments and refocus on customer interest, they have become content marketing tools. 2) Content marketing is also taking on a bigger role because so much of it can be tied to measurable results.

We have to recognize that not everyone wants to consume information the same way.

How important are non-text content marketing assets to your marketing? For example: audio, video, and interactive.

Critical. We have to recognize that not everyone wants to consume information the same way. Just as important as understanding the type of content your audience wants, you also have to know what format they prefer it in. Added to that, we are a visual society. Memes. Instagram. Buzzfeed. Pinterest. Emoticons. They help us connect in ways that can often feel more real than words. Which is great news for international marketers, by the way.

What are some of your own content marketing examples that you’re proudest of?

In B2B marketing, especially for services, we talk to our clients about their challenges. We took a different angle with Optimism. One that is focused on the opportunities for that business … looking past the challenges and focusing on opportunities … We were excited about it, our management and sales organizations were excited, and the feedback we’ve received from customers demonstrates they like it as well.

We brought the idea of Optimism to life with a publication called Chief Optimist.   We needed to get in front of decisions makers with our content. The idea of the publication seemed like a great way to get past the gatekeeper and end up in the “to-read” pile. We partnered with Forbes to publish the magazine. We knew their name would add credibility to the magazine, and most of all it would help us supplement our original content with theirs. As it turns out by partnering we are more credible than trying to do it on our own.

Do you have any advice for marketers who feel overwhelmed by the challenge of consistently producing a variety of engaging content?

  • Don’t do it alone! Partner – internal SMEs, 3rd party experts, your agencies, trusted business resources, analysts, etc.
  • Editorial calendar – map it out for the year, it won’t seem as overwhelming
  • Remember at the end of the day it is a person reading your content. Make sure it is interesting and has a point.
  • Never be afraid to fail. In today’s digital world it is easy to make course corrections, but you can’t correct (or learn from) what was never done.

Great technology can’t fix bad content, nor can great content deliver results without technology.

What are some of the biggest content marketing challenges facing large companies today? Or the biggest misconceptions. What should they do about it?

Content marketing can expose your “ugly baby.” If you have a product or service that doesn’t have a unique value prop or truly meet the needs of the marketplace, coming up with insightful content will be near impossible.

Great technology can’t fix bad content, nor can great content deliver results without technology.

Data hygiene is critically important. The best content is highly targeted and relevant. But if you can’t trust your data, you can make some silly mistakes on a massive scale.

Forgetting the first rule of content marketing: take your brand out and put the customer in.

Companies seem to be most challenged by measuring content marketing performance and ROI. What advice can you share?

Marketing went from not being able to measure anything, to being able to measure everything. It is overwhelming, but pick a place to start… pick one question you want to answer and go from there. Get it roughly right, and keep refining.

What are you presenting on at Content Marketing World? What do you like best about the conference?

I’m on the panel discussing “How Senior Marketers and CMOs Are Structuring Around Content Marketing. This will be my first CMWorld. I’m beyond excited; it has been on my list to attend for years. I would love to hear from veteran attends, tweet to me what you like best about the conference.

In the spirit of the CMWorld conference theme of vintage Hollywood “Big Lights, Big Content”, what is your favorite movie?

There are so many to choose from… I’m the mother of 4 small children so bear with me; the only movies I see these days are children’s movies! Let me give you a favorite that is not only a great movie/story, but also a great example of content marketing in action: Charlotte’s Web. Charlotte’s content, the words she spun in her web were creative, powerful and beautifully targeted to save the life of Wilbur the pig. It perfectly showcases that content can deliver powerful results, or in this case, save lives!

Ready to Become the Star of Your Brand’s Content Marketing Movie?

Reserve your space at Content Marketing World 2015 to learn strategies from over 200 top experts in the industry.

For a preview of coming attractions before the conference, dim the lights, silence your electronic devices, and read our new eBook, Measuring Your Content Marketing Box Office Success.

Binge Read the Entire Content Marketing World Triple Feature!

eBook covers - cmw15

Sometimes when you get really into a series, there is nothing more tortuous than waiting for the next release. By clicking any of the links below, you’ll get immediate, on-demand access to each of the eBooks in our series.

The Big Picture of Content Marketing Strategy

Making Content Marketing the Star of Your Marketing

Measuring Content Marketing Box Office Success


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Most Efficient Solar Panels



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In trying to create the most efficient solar panels, pay special attention to the portion of the backsheet of the panels.

A backsheet layer is the solar panel which solar cells are arranged. The other side of this backsheet, more precisely in the upper middle area is the junction box. A backsheet are often made of vinyl fluoride or PVF which is similar to PVC, or polyvinyl chloride, the material used in pipes and water pipes. P.V.F. It is commonly used in aircraft interiors and vehicles.

DuPont, the US chemical company founded in 1802, created in the 1940s, polyvinyl fluoride polymer (PVF). After about 10 years, they have begun to develop products according to the invented material. 20 years after the invention, the trade name Tedlar was finally registered by DuPont in the United States. Finally, Tedlar has become the first choice of material for the back sheets of solar panels and is also recognized as the standard in other industries it serves.

Polyvinyl fluoride (PVF) has excellent release properties so it is easy to clean. It is also weatherproof and can prevent water from entering the solar cell. It also does a good job keeping the steam penetrate. Another important feature of the FSP is their low thermal resistance, which is essential in the operation of solar cells. Low heat resistance means that the material is capable of supporting the solar cell heat transfer that can affect layers that compose it. This is also why some solar panels do not work as expected when the temperature exceeds 25 degrees C (77 degrees F). All solar panels on its data sheet have a term called “temperature coefficient Pmax” and this determines the percentage of yield reduction for each additional degree above 25 degrees Celsius. If the “temperature coefficient Pmax” is -0.47%, the maximum power from your solar panel is reduced by 0.47% for each degree increase in temperature (Celsius). Conversely, when the temperature is less than or equal to 25 degrees Celsius, the most efficient solar cells and may increase above its nominal power.

Making the most efficient solar panels requires high quality materials such as Tedlar, but if you make one on your own, an alternative would be just a plain plywood. This painting plated against, with a protective coating such as acrylic latex paint to do the job in UV resistant and prevent water ingress. Plywood is also nonconductive, but may not have low thermal resistance that has PVF.

How to Create Oscar-Worthy Content Marketing: Ann Handley of MarketingProfs #CMWorld

AHandley---interview-header-

My pal Ann Handley has made it her life’s work to, in her words, “wage war on mediocrity in content.” Her best-selling book, Everybody Writes, is a practical guide to writing the kind of content that truly engages an audience.

As the Chief Content Officer of MarketingProfs (the world’s first Chief Content Officer, in fact), Ann advocates quality over quantity in all of her content ventures. She also spreads the gospel of good content at speaking engagements around the world, including the upcoming Content Marketing World conference September 8-11 in Cleveland.

To get a sneak preview of Ann’s Content Marketing World presentation, Good Content Vs. Good Enough Content: A Fight For Sore Eyes, I did my best to catch up with her during some pretty crazy travels. Along the way, she shared her journey on learning to write compelling content, the role of technology in content marketing, and the death of the marketing funnel.

My mission is always to make the complicated way simpler.

As the CCO of MarketingProfs, best-selling author, keynote speaker, lover of Cavalier King Charles Spaniels and the most influential woman in Social Media (according to Forbes), when you look back on your journey throughout your career what are three things you never lost focus on that helped you get to where you are today?

  1. When I was in journalism school, my professor Charlie Ball used to tell me, “Remember: No one has to read this.” That perspective changed my writing from self-indulgent (all about me) to reader-centric (all about the audience). It’s been invaluable as a content-centric marketer and blogger and (frankly) as a person.

(Side note to parents — of either a human, dog, cat, ferret, lizard, llama, or otherwise: Parenting reaffirms this idea. Because nothing is about you. Ever again. And I say that in the best possible way.)

  1. Charlie also told me: “No one will complain that you made things too simple to understand.” Life is complicated. Business is messy. “Solutions” are multi-faceted. If I’m being honest, most things in life confuse me. My mission is always to make the complicated way simpler.
  1. Finally: Deliver. Seth Godin calls this: Ship.

When I was in high school, the Pope visited Boston. I went to Catholic high school, where I was the editor of the school paper. I told the school I’d cover it for us. (The nuns were thrilled!)

But then I changed my mind, and I blew off the Pope’s visit to go hang out with my local public school friends. And when I got home that day, my Mom was unusually annoyed at me. I didn’t understand why — who cares? The Pope’s visit was all over the news anyway.

And my mom said, lips pursed and on the verge of losing it, “Because you had a responsibility to your position, and you ignored it for your own pleasure.”

At the time, I thought she was being ridiculously prissy. (I still feel bad to this day about my eye roll in response.)

But now, I get it. I said I’d do something, and then I didn’t. That’s not cool.

How I internalize that now: If you say you’ll do something, do it. Your word is more important than you might imagine it is.

You can’t code creativity. And you can’t program publishing. And quality definitely trumps quantity.

Your session at Content Marketing World will focus on helping marketers nail the basics of creating good content. What do you anticipate are the primary challenges for marketers today in creating quality content versus a quantity of content?

I’ve been thinking lately about technology. Because increasingly it’s heralded as the savior (or legitimizer?) of marketing.

Robots can write your posts. Tools can optimize them. Solutions can amplify them.

Awesome. I heart technology. I built my career on it, too.

But guess what? Technology is only as good as our story.

You can’t code creativity. And you can’t program publishing. And quality definitely trumps quantity. Always has. Always will.

Your story is the thing that sets your apart. So the question is: What’s your story? And how do you tell it?

There’s a growing rumbling in the marketing industry about the death of the funnel. Yea or nay?

The funnel was never a funnel. It’s always been an ecosystem, because the people who buy (the people at the end of the “funnel”) have always had the capacity to influence the decision of others. Social tools and technology make that information way more accessible, is all.

Which makes your sales and marketing efforts like the song that never ends. It just goes on and on, my friend, to quote Lamb Chop. (Is this the first time Shari Lewis has been quoted in a marketing context?)

What are your favorite examples of B2B or B2C brands that are creating great content for marketing?

B2B

B2C

Nonprofit

Government

  • This was a failed attempt, because the candidate didn’t get elected. But I believe it was groundbreaking storytelling in political marketing – The Best Political Ad Ever

What’s ordinary to you isn’t often ordinary to others.

Incorporating storytelling into content marketing has always been a big focus of yours. What advice would you give to marketers to help uncover these stories, even if they think they might not have any worth sharing?

Every company has a story to tell, if you look at the world from your customer’s point of view. The designer Michael Wolff says, “What already exists is an inspiration.”

Train yourself to look at things differently. What’s ordinary to you isn’t often ordinary to others.

What is the best piece of marketing advice that you’ve ever received personally?

“The best marketing doesn’t feel like marketing.” — Tom Fishburne (Marketoonist.com)

He didn’t say it to me personally — although he’s a friend, so he probably would if I asked him to. Regardless, I’ve internalized it as if he did. I’m not exaggerating when I say that I think of it every day.

Content Marketing World attendees, you are my people.

What do you like best about attending and speaking at Content Marketing World?

Content Marketing World attendees, you are my people. It’s not quite like being with family — but there’s a similar feel of a kind of posse.

“Community” is one of those words that’s overplayed in marketing. But CMW (and a few other select marketing events throughout the year) embody it for me.

Thanks, Ann!

Ready to Create Oscar-Caliber Content Marketing?

Reserve your space at Content Marketing World 2015 for inspiring and informative presentations from 200 superstars of marketing.

For a sneak preview of Ann and 13 other marketing matinee idols’ presentations, grab your popcorn and settle in with our new eBook, Making Content Marketing the Star of Your Marketing.

Stay Tuned For the Thrilling, Final Chapter in Our Triple Content Marketing Feature!

CMWorld 2015 eBooks

On June 22, we will premiere the final chapter in our content marketing triple feature: Measuring Your Content Marketing Box Office Success. Featuring content marketing stars such as Joe Pulizzi, Andrew Davis, Michael Brenner and many more, you’ll be able to connect the content marketing performance dots with the strategy and tactics shared in the first two eBooks.


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Climate Change – The Real Deal



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It was in the spring of 2011 which was long remembered by the scale and horror of many violent tornadoes that tore through the Midwest and parts of the eastern United States. With the massive flooding of the Mississippi River in Illinois all the way to New Orleans created a catastrophic disaster. It seems like every spring has seen its share of storms where torrential rain causes immense suffering and loss of life. Once again we have drought conditions in many areas of our country and through out the world.

We realized that climate change increases the risk of hostility and conflict. The sea level rise today already cover the coastal landscapes around the world forcing people to leave their homes. In general, we are seeing migration, while due to the rising waters forced. This migration of refugees of climate change continues to grow each year. With drought conditions worsen shortages have become the strongest fresh water and food. Consequently, there has been and still is an increased competition for remaining resources never there. And this increased competition continues to exacerbate tensions, not only in all the countries concerned but throughout the world.

To understand the impact of climate change today is that one of its consequences has led to instability in Nigeria. This instability, now operated by the terrorist group Boko Haram continues to exasperate economic conditions worsen and throughout Africa. The drought and subsequent food shortages not only rising food prices intensified, has helped fuel the riots in early Syria. Today, with the country torn by civil war and the rise of ISIS caused serious risks, not only for the global economy, but has also had disastrous effects on humanity as well.

In the US, it has not been since 1920 in this country has experienced such devastation of nature in many places in a short period of time. Following all this devastation left much of the United States almost helpless. Too many lives lost, so much destruction, and many livelihoods in ruins was the result. Today, nature in all its fury unleashed chaos and destruction that continues to shake that nation. Man-induced climate change is attributed to a global quagmire of misery and death?

Throughout the centuries mankind has continued to upset the balance of nature. Man laid the foundation for the natural disasters that have transformed our world. Each nation is guilty of some environmental atrocity of one kind or another. Voluntarily or not the man continues to pollute, destroy, steal and our environment without worrying about the consequences of our actions, inactions and now to facilitate the devastation. To speculate that the Earth goes through its normal cycle of climate change as the reason why there are so many homes storms, longer droughts, earthquakes or massive flooding is too casual.

Monetary restrictions imposed by the reactions always change in the environment caused by human interference. The tragedies of humanity are imbued with blatant disregard for the environment, nature and all the inhabitants of the earth. Even with all the currently available more pollution than any other period of history is continuously discharged into our rivers, streams, lakes and oceans causing catastrophic damage to marine life technology, people from coast, all economies around the world . The need is very obvious, the technology is available, and resources can be provided to eliminate global pollution that threatens our very existence.

What it has happened since the arrival of the first industrial revolution in which man continues to drain the oil fields, groundwater deposits of coal and other minerals, which is a parody of our planet. Our continued reliability of fossil fuels on earth creates large gaps that contribute to the movement of earth plates along the lithosphere resulting from earthquakes, tsunamis, and even sink holes that cause terrible damage man and the nature. We also have to realize what humanity has done to the tropical forests of the Amazon. Destruction and almost total annihilation of the greatest resources of the stability of Earth’s climate, now it has become the greatest threat of the planets climate instability.

To not capitalizing the already abundant, automatic replenishment, and environmental sources of renewable energy humanity has made the land can not remain stable. Of course, the planet has experienced throughout the history of climate change, but mans continued escalation of fossil fuel consumption only increases and accelerates a change in the climate of the earth. When the weather changes drastically in a relatively short time period of great upheavals they have always happened. Worldwide, more frequently and with greater intensity have become. Always in the most horrible human suffering, nature and the environment and it is almost powerless to restore stability. All this while the costs to restore balance and stability today far exceeds the cost that would have been spent to prevent such disasters from happening in the first place.

All that is needed is the will of nations once and for all band together to solve the climate of the earth is directly related and influenced by human interference. To curb the acceleration of global warming, end the catastrophic pollution, and restore our depleted forests every nation must help restore the delicate balance of the earth. This, for humanity now be able to end the massive human suffering that causes more aggression and destabilization of nations worldwide-out. All this can be done using the technology available today. By making the sources of the first and second electrical obsolete industrialization is the fastest way to restore stability worldwide. The availability of solar, wind, hydro electric, magnetic energy and other green energy sources are easily available now. All that is needed is the political will to make them more accessible and affordable. The ability to restore the balance of nature on earth is at hand. And doing so could only alleviate many human tragedies that have placed man about to fall back into the caves of the Neanderthals.