Notable & Quotable this Week: Who Needs a Flying Car, Anyway?

January 22, 2016

“Seriously, it’s 2016 already. Where’s my flying car?”

Odds are, you have heard (or said) the previous two sentences recently. Not only do we lack flying cars, there are no transporters, no consumer-ready jetpacks, and the only hoverboards 1) don’t hover and 2) catch on fire at the slightest provocation.

Given these monumental disappointments, it’s easy to overlook how cool the actual future is. We can download physical objects. We can walk through virtual worlds. Want to have a video chat with people scattered across the world? There are a dozen apps for that.

This week’s roundup of notable content takes a look at the challenges and opportunities of marketing in the futuristic world of right now. Joseph Flaherty and John Hall push the boundaries of content and amplification. iSpionage and Rand Fishkin present tech-driven analysis of marketing best practices. And the team at LinkedIn explains how to stand out without relying on tired buzzwords.

Read on for the marketing insights that made us sit up and take notice this week.

Content Marketing for People Who Hate Writing

“Instead of thinking of content marketing as the mother of all term papers, companies should look at it as a byproduct of their business model.” Joseph Flaherty, Director of Content & Community, Founder Collective

Let’s face it: Not everyone is cut out to write 3,000 word long-form blog posts. And not every organization has the budget to hire someone who can. But in the actual future, content doesn’t have to be words. Or images. Or even video.

In this article for Contently, Founder Collective’s Joseph Flaherty questions the definition of “content,” highlighting innovative ways businesses reach out to their audience. From 3D printing to collectible cereal boxes, it’s a fascinating look at the possibilities when creativity meets technology.

The Anatomy of a Perfect Blog Post

If your organization isn’t quite ready to provide content in 3D-printable form, blog posts are still a great way to provide value to your readers. This infographic from iSpionage breaks down every element of a successful blog post. The quick tips include technical considerations, style, substance, and the proper formatting to draw readers in.

Banish the Buzzwords

We marketers are driven, passionate, motivated and dedicated. We have extensive experience taking a strategic approach to the creative process. These qualities make us great marketers—but they’re also the words most overused on LinkedIn profiles. And when everyone is driven, passionate, and creative, no one stands out.

This SlideShare from the LinkedIn team can help you present a compelling picture of yourself and the work you do without resorting to buzzwords. It includes a list of the top 10 buzzwords on LinkedIn profiles, some truly excellent cartoon examples, and practical steps you can take to differentiate yourself or your company.

60% of B2B Content Sits Unused, Here’s the Fix

“Ineffective content marketing is not a supply problem; it’s a strategy problem.” John Hall, CEO, Influence & Co.

The statistic in this post’s title is enough to depress the most chipper content marketer. In reality, it’s even worse: as much as 70% of B2B content never reaches an audience. It’s enough to make you want to take up an easier career, like deep-sea spearfishing or fire juggling.

For John Hall, these dire numbers represent an opportunity to do better. John’s post is all about using the resources within your company to promote content without breaking the budget. Specifically, the post has detailed instructions for inspiring employees to amplify content. His process involves educating, motivating, and empowering employees to be brand advocates, making content distribution a team effort that goes beyond the marketing department.

Here’s Why Digital Marketing Will Never Be the Same

There’s certainly no shortage of marketing predictions for 2016 in the blogosphere this January. This video, from Stone Temple Consulting’s Mark Traphagen and Eric Enge, stands out from the pack with a little help from the Wizard of Moz, Rand Fishkin. Rand provides detailed analysis of the current marketing environment to support each prediction. The 25-minute episode touches on trends in search, social media, automation, and more.

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