Powerful Marketing Strategies from 25 Top Digital Marketers
In-Depth Marketing Strategies from Digital Marketers
Read the successful marketing strategies these top marketers used to build their companies. We reviewed 11 hours of video consisting of 25 Marketing Presentations for the best strategies on Entrepreneurship, Growth Hacking, Content Marketing, Viral Marketing, Social Media Marketing and Content Production. Here’s what you can look forward to.
Marketing Strategies from the Following Videos
|Marketing Strategy Video||Speaker|
|Growing Your Start-up||Sean Ellis|
|Growth Hacking at Pioneers Festival||Neil Patel|
|Hungry for Better Content||Lee Odden|
|Learn SEO||Rand Fishkin|
|The Long Tail||Chris Anderson|
|Contagious: Why Things Catch On||Jonah Berger|
|How to Get Your Ideas to Spread||Seth Godin|
|Content, Creativity and the Power of Storytelling||Michael Brenner|
|The Most Important Word Ever||Gary Vaynerchuk|
|Introduction to Content Marketing with Buzz Feed||Keith Hernandez|
|Content Marketing for Startups||Susan Su|
|The Holy Grail of Traction||Brian Balfour|
|50 Entrepreneurs Share Priceless Advice||Blockshelf|
|How to Launch a Content-First Business||Joe Pulizzi|
|The Science of Persuasion||Steve Martin/Cialdini|
|Embrace the Remix||Kirby Ferguson|
|Everything’s a Remix||Kirby Ferguson|
|How to Get Press||John Rampton|
|How Great Leaders Inspire Action||Simon Sinek|
|The Art of Social Media||Guy Kawasaki|
|10 Steps to Getting Your Content Seen||Neil Patel|
|Being a Content Marketing Animal||Gary Vaynerchuk|
|6 Mins for the Next 60 Years of Your Life||Gary Vaynerchuk|
|Inspirational Marketing||Jay Baer|
By: Sean Ellis
Category: Growth Hacking Length: 28 min, 02 sec
Why You Should Watch This: Sean Ellis is a Growth Hacker. He was the first marketer at Dropbox. and led the marketing departments at LogMeIn and Uproar.com from their first customers to their IPOs. In 2010, he coined the term growth hacker, which he defined as “a person whose true north is growth.” From 2006 until 2014 Ellis ran the blog Startup Marketing. All of the blog posts are still available on the website. He is now the CEO of Growthhackers.com
Ellis begins by telling us he created a framework called the Startup Marketing Pyramid. The Pyramid is a marketing strategy for getting companies through their first six months.
Before Product/Market Fit
Ellis says there are some things you can do before MVP (Minimum Viable Product). For example, you can ask people if they’re suffering from the problem you’re trying to solve.
Once your product is in the marketplace, you should look for someone that loves your product. Your goal is to try and understand everything that this customer likes about your product. You look at both what the customers love about your product and what they hate. Change the things they hate and try to improve on the things that they like.
Reaching Product/Market Fit
Sean Ellis may say Product Market Fit one hundred times in this video. But it is the most important part of the Start Up Marketing Pyramid. You won’t forget it.
And how do you know when a company has achieved product/market fit? Ellis says it when a large group of people have tried your product and consider it a must-have. And that’s exactly the question Ellis asks them. Throughout the Product/Market Fit stage of the Startup Pyramid, he gives customers a five-question multiple choice question: “How would you feel if you could no longer use this product?” When 40% or more of the customers choose the “Very disappointed” option, he knows the company has reached product-market fit.
Growth Transition: Understanding the Must-Have Benefit
In the next stage of Ellis’ start-up process, he focuses on delivering value. The key to creating value is understanding those people who said they would be “very disappointed” if they could no longer use your product. You want to communicate with them as much as possible. You want to understand the benefit they’re getting from the product. Ellis begins these communications by asking an open-ended question. He’ll contact fifteen to twenty people and ask them what benefits they get from the product. He looks for patterns and consolidates the replies. Once he has three or four benefits, he turns them into multiple choice options for the next group of customers. At this stage, you are looking at the people who say they need your product and are trying to find the benefit that is most common between them. Once you have discovered that, you want to figure out the context in which the customers selected the benefit. You do this by asking them why they chose that benefit as their favorite.
Optimize Value to your Customers
At this point, you will have reached product/market fit, and you will know the benefits the customers are receiving from your product. You will also know which of those benefits your customers find most important and why. Ellis says that when you reach this stage, you want to optimize the value that you are delivering to your customers. You want to maximize the number of people who are hitting your website. You want to create initiatives that increase a customer’s desire for your product. Your message should be a fitting promise related to a compelling hook. At the same time, you want to reduce any friction in the system. You want to find anything that is confusing, slow or broken on your website and in your process and reduce or eliminate those things. You can think of conversion rate as coming from desire minus friction. If you increase desire, you increase conversions. If you decrease friction, you increase conversions. The primary tool you need to gather the information is customer surveys.
The best strategy to grow every business is going to be different. There are some general rules that you can apply to most every business, though. You want to spend lots of time in direct conversations with your users. You will get a lot of good ideas by surveying customers. Testing is important, and the quality and velocity of those tests will determine whether they are successful. When something works, you want to double down on it. You want to figure out why it’s working and expand it. You want to be obsessive about optimization.
Look for viral channels – if they exist they can be a great source of free traffic, but you still need to focus on creating value. You want customers to find your solution no matter how they are looking to solve their problem. That might be a free channel like SEO or it might be a paid one, but it’s important to be in those places.
The Importance of Having Business Methods
Sean Ellis has developed strategic methods that he applies to many different circumstances. His communication with customers lies at the heart of everything he does. He likes to start by asking open-ended questions of one group of users. Then he takes their answers and forms multiple choice options for a different set of users. As discussed earlier, he uses this strategy when he asks customers what benefits they receive from a product. He uses the same method when asking customers if anything is preventing them from becoming a paying customer today. Ellis doesn’t rely on just his survey method, though. He uses site statistics and other tools such as recorded video of users talking and answering questions as they visit the website. At each step, he uses new customer feedback to assist in decisions to “increase desire” or “decrease friction”.
If you find what Sean Ellis has to say interesting (we sure do), you might want to check out Episode 59 of Startup Chat: An Interview with Sean Ellis.
By: Neil Patel
Category: Growth Hacking Length: 46 min, 11 sec
Why You Should Watch This: Patel is a seasoned speaker, appearing at more than 25 conferences per year. He is the cofounder of three companies; KISSmetrics, Crazyegg, and Quicksprout and bought two others, Hello Bar and Stride. He is a regular contributor t0 Entrepreneur, Fast Company and Forbes Magazines.
Focus on Your Customers
Neil Patel begins with the most indispensable element for any business, customers. “Focus on your customers,” he says. “Figure out who your customers are and how you reach them.” When he first started in business, he tells us, he thought that since he had a B2B company, his clients were “anyone who had a website.” That would be proven wrong and he learned a valuable lesson. He explains how he learned to define his company’s target customers more narrowly. How he would define those customers is illustrative of how specific your targetting should be. He targeted e-commerce companies that offered a subscription and did at least 7 million Euros per year in business. As we like to say here at DeepAdvantage, “If you target everyone, you target no one.”
Five Marketing Strategies To Grow Your Business
Patel then goes on to explain five strategies you use to grow your business. They are Integrations, emails, embeds, powered by badges and “free stuff.”
“Are you down with Other People’s Platforms?” Some businesses are naturally synergistic with yours. Customers who do business with you are also likely to do business with companies in some other industry. Integrating your products so that you both benefit is what Patel is recommending. Though you don’t want to define your customer too broadly, you do want to choose a large enough demographic that these synergies are likely to exist. There are many ways you can discover what these businesses are, but the most straightforward one is probably the best, just ask them.
(P.S. We love the joke, Neil)
Emails. The working world revolves around email. Even today, Twitter, Facebook, and LinkedIn grow through email invites. You have to figure out the engaging actions. These are actions your customer does that makes them more likely to continue using your product or service. Facebook has figured out that if you have added more than ten friends in the first seven days after you join, you’re likely to keep using the site for a long time. This is why Facebook pushes you to add your friend’s emails in the first week. “Put in your email and we’ll check for you which of your friends are already on Facebook.” Dropbox encouraged people to add their friend’s emails by giving them more storage for adding more names.
Embeds You’ve probably embedded YouTube videos in one of your social media sites. You might also have embedded a Slideshare in your site or account. Why? Because it’s easy. It’s important that you experiment and figure out what you can offer as an embed that your customers are willing to share. If your clients embed something that you offer, you will gain the additional advantage of increasing your rankings in the search engines as each embed is a link to your site.
“Powered by” badges. These are badges that your customers place on their website or social media sites for many reasons. Maybe they identify with your company or its image or they might just be a fan of your business. It’s important that you test call-to-actions. Patel’s KISSMetrics discovered that “Powered by Kissmetrics” was ineffective whereas ”Analytics by Kissmetrics” worked. Test the impressions, clicks, and even life-time value of customers who click on these badges.
Free stuff. Finally, we get to the number one marketing word for sending traffic. Free. Give people free stuff. You can offer free tools, ebooks or pdfs. Tracking each free product to the customer’s decision-making is important. One company that has done this effectively is Hubspot. Keeping in mind that the clients used their product to get more leads and sales, Hubspot created Freestar to show potential customers what they are doing wrong and why they’re not growing “as fast as they should be”.
Patel ends his discussion of these five strategies by telling us that ideally, we should give away something that we’ve repurposed.
- You can combine the results of past research into a larger guide.
- You might have unpublished data that you could turn into a pdf.
- You should aim to create a free product such as a pdf or an e-book that educates your prospects on how to use your service.
Neil Patel ends his talk with a Q and A session that lasts longer than ten minutes. Here, he speaks on some other topics as well as expands upon the ideas he talked about in his main monologue.
Video: “Hungry for Better Content”
By: Lee Odden
Category: Content Marketing Length: 51 min, 42 sec
Why You Should Watch This: “Yes, content is king,” Lee Odden says. He follows that up though, by telling us that half of us marketers say we have difficulties creating enough content. We also find it a challenge to create engaging content. In Hungry for Better Content, Lee Odden speaks on the challenges of creating content and presents some solutions for those challenges.
Early in the video, Odden discusses the repurposing of content. In Odden’s view, most repurposing is done for the purpose of the marketer. The marketer’s intent is to have to create less original content. This ignores the whole reason why we’re producing content, to help the reader. Our goal should be to reuse and remix content in ways that are meaningful for our brands and our readers.
Marketing Strategy: Be the best answer for whatever your potential audience is looking for
- Ask question that lead to customer insights. Questions like “Why do people buy from me?” and “what is my customer’s pain point?”
- Turn those answers into keywords or themes.
- Create, collect and curate those answers.
- Assemble those answers into repositories of information on our websites.
A short summary of Odden’s position is that there is a lot of competition for the attention of the reader. This has presented problems for many marketers. By understanding our customers and their needs, we can choose to repurpose our existing content in ways that provide them with additional value and also get us more content for incremental effort and time.
Video: Learn SEO from Rand Fishkin
By: Rand Fishkin
Category: SEO Length: 15 min, 22 sec
Why you should watch this: This video is aimed at someone new to SEO. Fishkin’s explanations, enhanced by his drawings on a whiteboard, are easy to grasp. He explores the philosophy behind search engines before discussing SEO best practices and giving advice on where to start to learn more about SEO. Make SEO part of your marketing strategy.
Rand Fishkin is the founder and former CEO of Moz.com. His title at the company was The Wizard of Moz. Mr. FIshkin is also the co-founder of Inbound.org and he has co-authored two books on SEO.
Video: Ted Talk: The Long Tail
By: Chris Anderson
Category: Business Length: 14 min, 18 sec
Why you should watch this: Chris Anderson wrote two of the most interesting business books of the early 21st century. Zero, a book that helped popularize the freemium model and The Long Tail, which is the focus of this video. The book The Long Tail was written in 2006. The main thesis of the book, which has proven prescient, is that we have an increasing variety of shopping choices. This is the “rise of the niche.” All those niches, when you add them together, make up a significant market.
A good example of this is what has happened in the music industry. We once had fewer options when purchasing music. Most everyone heard the top 40 songs. As time went on, there was increasing specialization with what were then called record stores carrying imports and so on. We now have the world’s entire existing catalog of music available to us. We are more likely than ever to find music that we feel appeals directly to us. But, it has also become harder for musicians to have mega-hits. The long tail of availability has increased consumer options. Now, millions of songs out on the long tail compete against those top 40 songs. The same phenomenon has happened with books and many other items. Where this is most obvious is in niche sites that cater to any group, no matter how small.
By: Jonah Berger
Category: Viral Marketing Length: 40 min, 42 sec
Why you should watch this: Jonah Berger is a Wharton professor whose academic work has focused on viral marketing. He is also the author of the best-selling book Contagious, which is the focus of this talk. His website lists 54 academic papers written in the past decade, eight of which he quotes in Contagious. A central idea in both his book and this talk is that word-of-mouth is the number one factor in purchasing decisions. For example “Word of Mouth” is responsible for more than twice the sales that paid advertising generates.
By: Seth Godin
Category: Marketing Length 17 min, 1 sec
Why you should watch this: “I think the strategy we want to use is to not market to these people because they’re really good at ignoring you. But market to these people because they care.
“These are the people who are obsessed with something. And when you talk to them, they’ll listen, because they like listening — it’s about them. And if you’re lucky, they’ll tell their friends on the rest of the curve, and it’ll spread. It’ll spread to the entire curve. “
Seth Godin explains that THIS is the way to spread ideas.
Because we are living in a century of idea diffusion. Godin states, People who can spread ideas, REGARDLESS of what those ideas are. A slice of bread, the invention of Otto Rohwedder. Not impressive. That’s why it took almost 15 years for anyone to take notice. The company Wonder Bread had taken notice in 1930, and started marketing sliced bread.
Because we tend to ignore stuff. You see a cow. You’ve seen them before. EVERYONE has seen a cow. But, if it was purple, you would notice it. The question. Is it remarkable? Can you make a comment about it? He finishes by giving you something to chew on. The riskiest thing you can do now is be safe.
Seth Godin’s blog is one of the most visited marketing blogs. He is the author of seventeen books including Free Prize Inside, selected by Forbes as business book of the year in 2004. You can read his book Unleashing the IdeaVirus online for free.
By: Michael Brenner
Category: Content Marketing Length: 22 min, 51 sec
Why You Should Watch This: Brenner is the co-author of The Content Formula and the founder of Marketing Insider Group, a company that consults on content marketing strategy. Marketing Insider Group runs one of our favorite content marketing blogs.
Brenner begins his talk by pointing out how fast the way that we work, live and connect with each other has changed. The World Wide Web has been around for 25 years while social media has only been around for twelve years. This has created a gap between what consumers want and what brands can produce. He goes on to share the fact that only one percent of millennials said that a compelling ad would make them trust a brand more. We marketers can’t buy our audience anymore, we must earn them.
Customer Points of Interest and Points of Pain
To connect with our audience, we must find the intersection of what we can provide and what the customer wants. That, he says, is the goal of today’s marketer. Find your customer’s points of interest or their points of pain. Then share information that helps your target customers in some way. This is how we earn their attention. The method Brenner specifically advocates is telling stories, though he keeps his talk general enough that it can be applied more widely.
Build an Amazing Team
Brenner moves on to discuss how one creates great content. Covering the story-telling angle, he tells the story of Pixar’s great success under Steve Jobs. Pixar created blockbuster movie after blockbuster movie. How did they do this? Brenner tells us about the book Creativity, Inc. written by Ed Catmull, one of Pixar’s co-founders. The secret to creating great content, Catmull writes, is building amazing teams. There are two things that get in the way of teams becoming great, a lack of candor and a lack of trust.
Brenner teaches a lesson by quoting Catmull, “Build a mediocre team and give them great content and they’ll screw it up. Build a great team and give them mediocre content and they’ll fix it right up.”
Video: The Most Important Word Ever
By: Gary Vaynerchuk
Category: Entrepreneurship Length: 4 min, 51 sec
Why You Should Watch This Video: In this motivational video, Gary Vaynerchuk explains the most important aspect of being a successful entrepreneur. With endless energy that will make you want to get up and work your ass off, he explains why most people don’t succeed and what you need to do to succeed. Vaynerchuk’s advice comes from experience. Immediately after college, he took over his father’s liquor store. He grew the business from $3 million/year to $50 million/year in seven years. He has written three best-selling business books and has more than one million Twitter followers.
By: Keith Hernandez
Category: Content Marketing Length: 22 min, 30 sec
Why You Should Watch This: Keith Hernandez the president of Slate wants Elon Musk to reveal that he is a superhero!
He also, wants to help explain what content marketing is.
Content Marketing has many definitions. Keith Hernandez explains it as telling a story before the sales message. Create a narrative that you are passionate about. Whether it be a picture, or a 15 second video. You are starting a foundation of values that your customers will see. He goes on to state that many big companies lose a sense of personality that reflects in their content. The content and value built offers trust to your customers. This in turn makes them comfortable when purchasing from you.
Stating because we have seen thousands of advertisements that we become numb to the ‘sales pitch.’ We tend to ignore it. We want a story that will entertain us. And that’s what content marketing is. Indirectly advertising to the emotions of your customers. He finished by saying that the reality is small businesses are human enterprises. They’re run by you and they’re run by your passion. So use that to your advantage, and make it real and natural.
By: Susan Su
Category: Content Marketing Time: 38 min, 34 sec
Why You Should Watch This: “I HATE looking at Ads.” If you’re like most people, this is exactly what you think of advertisements. Not only do we dislike ads on the web, we’ve learned to ignore them. This is a well-known phenomenon called banner blindness. Su shares some heat maps which track the eye movement of users as they visit websites. She illustrates this with the following heat map.
The map shows users looking everywhere but at the huge red advertisement in the middle of the page. If you are interested in learning more about heat map studies of the world wide web, Jakob Nielsen has been at it since the 1990s. His article Banner Blindness: Old and New Findings, though written almost a decade ago, gives an in-depth view of how these studies are done. As far back as 1997, he was already writing about these issues.
Susan Su explains that banner blindness is the very reason why we must content market. With the world tuning out to anything that looks like an advertisement, we must create compelling content that helps people solve their problems. Su gives us a straightforward definition of content marketing. “Content marketing”, she tells us, “is content plus distribution.” How you market your content will greatly affect its effectiveness. She advises that you start with roughly a 50/50 split on time spent between content and distribution and increase the time spent on distribution as time goes on.
Creating and Developing Your Content
Su next covers some topics that would make a good start for a content marketing strategy.
- What kind of content can you produce? If it is text or an image, it is content. Content is also: Video, blog post, webinar, podcast, whitepaper, and the list goes on. (Great List)
- But how do I know what content my customers will like? Reverse engineering, aka Research what is already working. Advanced searches in Twitter, Pinterest, and Instagram show accounts with great content.
- She explains a concept of content distribution that she calls X in 1. The same content (1) can be sent in different ways. X may be the form of a blog, slideshare, video, podcast, infographic and more. You can get a lot of mileage out of one piece of content.
She finishes with a list of 17 ideas that can be used as a template to develop content.
Video: The Holy Grail of Traction
By: Brian Balfour
Category: Growth/Marketing Length: 16 min, 49 sec
Why You Should Watch This: Brian Balfour is founder of Reforge and the former VP of growth at Hubspot. He cofounded four companies in the past ten years.
Brian Balfour begins this presentation with intellectual fireworks. He opens his talk by asking a question, “What separates the top 1% of sites from the bottom 99% in growth?” Balfour says that if we look at the graph below, we will have everything we need to answer that question.
Retention Curves for the Top 5000 Android Apps
The second line represents the top one percent of apps. What is important to note is that the top one percent of apps by growth separate themselves from the 5000 apps. The answer is retention.
Measuring Sustained Retention
When you increase retention, your business’ overall health improved. Improving retention, for example, enhances virality, lifetime value, and payback period. What metrics can you use to measure whether you have retention that is conducive to growth? You need to look at cohorts of traffic. Cohort just means group. Say you have one hundred customers that pay in month one. Those one hundred customers form a cohort. You associate everything that any of those one hundred customers does with cohort one. On month two, you can continue following your cohort. You can also take the new users who signed up in the second month and form a second cohort. If you are improving your site, new cohorts should perform better than older cohorts.
A Good Marketing Strategy Has Retention at its Core
You can tell a site that will continue to grow by tracking cohorts.
In the chart above, the blue line flattens out. That is, the retention rate stops dropping. That’s ideal for growth. Imagine ten cohorts in ten consecutive months with retention rates that have flattened. You would end up with a solid base of recurring customers.
Retention is Everything
“Retention”, says Balfour, “is everything.” If you start by working on week one retention, you’ll do everything you can to get your users to your core value. You’ll work to improve the clarity of your message and improve your onboarding. If you do that well, the retention curve will shift upward. There are many points along the retention curve that could trigger an action. Where your retention curve begins to flatten, for example, you could send a special offer to existing customers.
Brian Balfour shares problems that businesses have had for which his company found a solution. They were able to solve the problems by focusing on increasing retention. An old business adage comes to mind. It’s cheaper to retain an existing customer than to acquire a new one.
Category: Entrepreneurship Length: 18 min, 39 sec
Why You Should Watch This Video: Where else can you find advice from fifty entrepreneurs in 18 minutes and 39 seconds? Entrepreneurs like Steve Jobs, Jeff Bezos, Michael Dell and Sergey Brin. Need we say more? How about Mark Cuban, Steve Wozniak, Elon Musk and Richard Branson.
We think that’s enough said about this one.
By: Joe Pulizzi
Category: Content Marketing Length: 57 min, 49 sec
Why You Should Watch This: Joe Pulizzi is one of the voices most responsible for the growth of content marketing as a strategy. He first used the term in 2000 and wrote his first of four books on the subject in 2001. He is the founder of The Content Marketing Institute and the author of the Amazon #1 Marketing Best Seller, Epic Content Marketing.
Pulizzi defines content marketing with the kind of precision that immediately teaches attentive listeners a lesson. Content marketing, he says, “is creating valuable, relevant, compelling content on a consistent basis to a targeted audience to see some profitable action.” Every word of that definition is carefully chosen. It’s worth taking the time, if you are involved in content marketing, to think about how well you are doing each of those things.
Most Companies are Ineffective at Creating Content
Pulizzi focuses on the fact that nearly all companies are doing some kind of content marketing but that only 30% are effective and more than half don’t have a written content marketing plan. While doing research for one of his books, he interviewed people at companies who were successful and found they were all following a similar process that they had independently hit upon. This is called the Content Inc. Six-Step Model.
We’ll leave you with one amazing story Pulizzi relates. John Deere has been doing content marketing for 120 years. True story. They’ve published the Furrow magazine for 120 years. The magazine educates farmers on farming technology. Furrow interviewed one of the staff members. He asked her how many times they mentioned a John Deere product in those 120 years. She said, “Oh, about thirteen to fifteen times.”
Video: The Science of Persuasion
By: Steve Martin CMCT with an assist by Robert Cialdini
Category: Psychology of Marketing Length: 11 min, 50 sec
Why You Should Watch This: This is a whiteboard animation covering the material in the classic book, Influence: The Psychology of Persuasion. One of us, Colin, named the book his number one recommendation in a blog post earlier this year. In that article, he reviewed the eight books that had “the greatest impact on how he thinks about marketing and business. “
There are six persuasive elements that the book covers: reciprocity, scarcity, authority, consistency, liking and consensus.
Reciprocity is the feeling of obligation you feel when someone gives you something. This is why someone offers you a “free” sample in the food court at the mall. Once you’ve taken the free chicken, you feel some sort of obligation to return the “gift.”
Scarcity is three bananas for ten chimpanzees. We want things that are in short supply. British Airways once announced that they would no longer operate the twice-a-day flight from London. Sales took off the next day. Many Christmas crazes have been created by a newly released product in short supply.
Authority is why advertising companies pay athletes many millions of dollars to say that their sports products are the best. Who would know more about sneakers than Michael Jordan?
Consistency is when you hold an opinion, no matter how ridiculous, because people think of you that way and you don’t want to admit to having been wrong in the past. In one study, researchers performed a test on two similar neighborhoods. In one neighborhood, they asked people to erect an unsightly wooden board on their front lawn. There weren’t many takers. In the other neighborhood, the researchers first asked people to place a small postcard in their window. Ten days later, they were asked to place the same wooden board on their front lawn. Four times as many people in the second neighborhood accepted the board on their lawn? Why? To remain consistent with their earlier action.
The fifth principle is liking. We like people who we view as similar to us, people who pay us compliments and people who cooperate with is. It is not surprising that we are more willing to do things for people who we like.
The sixth principle is consensus. We might not jump off a bridge, if asked. We are a lot more likely to jump if our friends are jumping though. This is why a piano player at a bar will start the tip jar off with some money in it. We are more likely to tip when others are tipping.
In his book, Cialdini’s refers to the sixth principle as social proof instead of consensus. It’s why we look up when others are looking up or why we stand in a long line to leave a crowded theater when the door right next to it is unlocked. We often assume that the crowd knows what it is doing.
These factors, given their importance in influencing people are important for marketing. Watch the video and read the book.
Video: Embrace the Remix (Ted Talk)
By: Kirby Ferguson
Category: Content Production Length: 9 min, 42 sec
Why You Should Watch This: Kirby Ferguson bases his Ted Talk on the same principles as his documentary of the same name. The material is not the same, but it does rhyme. It is, of course, itself a remix. Embrace the Remix, the Ted Talk, begins in 1964 with a 23-year-old Bob Dylan. People call him a poet as much a folk singer. Many called him “The voice of a generation”.
Ferguson goes into some side by side comparison between Dylan songs and songs by various other artists. He does this for a few minutes. Dylan has enough copied material to do it for days. Ferguson says that one estimate is that Bob Dylan “borrowed” two-thirds of the melodies in his songs.
This borrowing of other musical material was and still is, typical of folk singers. Dylan’s idol was Woody Guthrie who said the following; “The words are the important thing. Don’t worry about tunes. Take a tune, sing high when they sing low, sing fast when they sing slow, and you’ve got a new tune.” A little later in the talk Ferguson reminds the audience of Picasso’s oft-quoted saying; “Good artists copy. Great artists steal.”
Can we say that anything is “original”? Many ideas have roots in the past. Not just in art, but in the sciences too. Einstein’s Special Theory of Relativity features a set of equations that he himself did not discover. The equations were first discovered by Hendrix Lorentz. We call them the Lorentz transformations. Einstein’s place in history is assured thought. There are other reasons for considering Einstein the “father of relativity” though. You can read the Relativity Priority Dispute at Wikipedia if you are interested.
A “new” discovery, invention or creation is mostly new in name only as it is almost always true that the new work is a combination of past creations.
By: Kirby Ferguson
Category: Content Production Length: 36 min, 24 sec
Why You Should Watch This: Kirby Ferguson’s documentary, Everything’s a Remix has two million views in 5 years. The film begins by discussing “remixing”, a term that was first applied to music, mainstreamed by hip hop musicians in the 1980s. People soon started talking about remixing anything – some examples being videos, photographs and paintings. The techniques that one uses to “remix” are copying, transforming and combining. All forms of remixing happen throughout the timeline of creating. He then draws the deeper conclusion, that everything is a remix.
This documentary is not all about marketing. Many of the things we learn about marketing come from a different field altogether. We then made the decision to apply them to marketing. In a literal sense, we are remixing knowledge itself.
Ferguson recently added a new film to what we hope will be an Everything’s a Remix franchise. That film is Everything is a Remix: The Force Awakens.
Video: How to Get Press
By: John Rampton
Category: Marketing Length: 22 min, 37 sec
Why You Should Watch This: How to Get Press for Your Startup Like A Maniac. John Rampton starts off by calling two members of the audience on stage for a chance to do a pitch about their start up. After the pitch, he sends them back into the audience so he can begin his talk.
First off, he mentions that to pitch press you must have an amazing product. “Shitty products”, which he admits to having built himself in the past, “will do nothing! They will see no press.”
You can have all the press in the world with no customers and you won’t go anywhere. You need to know EVERYTHING about your customers. Who are your customers? What are their pain points? How do you solve that problem?
He gives the audience a challenge to try and explain their start up in three to five words. Can you do this?
Good example from Airbnb. “Find A Great Place To Stay.”
After providing us with this information. he calls the same two audience members back on stage to retry their pitch, in which both pitches become dramatically better. He definitely does not play the flute or the banjo. But, he has written for major publications such as Forbes and TechCrunch.
By: Simon Sinek
Category: Entrepreneurship / Leadership Length: 17 min, 57 sec
Why You Should Watch This: Simon Sinek has a great idea. His idea explains why Apple is consistently more innovative than its competitors. It explains why people followed Martin Luther King. And it explains why it was the Wright Brothers who are credited with inventing flight.
Sinek’s idea is that every person or company knows what it does but only rarely do they know why they do it. He asks us to imagine that Apple wants to sell us a computer and that they pitch it like this:
“We make great computers. They’re beautifully designed, simple to use and user friendly. Want to buy one?”
There aren’t many of us inspired by that sales pitch. Imagine instead that they pitch this instead:
“Everything we do, we believe in challenging the status quo.We believe in thinking differently. The way we challenge the status quo is by making our products beautifully designed, simple to use and user friendly. We just happen to make great computers. Want to buy one?”
That’s how Apple actually communicates. All they do is reverse the order. Apple knows why they build computers and that inspires many of us. Sinek gives us other examples where he goes into greater detail. This is not only one of our favorite marketing videos but we also think it is one of the better Ted Talks.
By: Guy Kawasaki
Category: Social Media Length: 1 hr, 11 min, 54 sec
Why You Should Watch This: Author, speaker, entrepreneur and venture capitalist, Guy Kawasaki provides actionable tips on how you can attract more attention on social media. Guy is a veteran in the world of marketing. He was one of the original marketers of the Macintosh computer line as an employee of Apple. He is also considered the father of evangelist marketing and in 2015 joined the board of trustees for the Wikipedia Foundation.
In this video, Mr. Kawasaki shares his perspective on how to conquer social media. The main message of the video is “always be experimenting.”
Guy starts out by sharing his philosophical perspective on social media. He uses a rather funny metaphor for describing social media. He compares two ends of the online dating spectrum. On one end you have Eharmony, which uses a lot of information to make a connection. On the other end, you have Tinder, which doesn’t use as much information to make a connection. He insists that social media is “a Tinder world.”
What Guy means by “a Tinder world” is that people judge our profiles with snap judgements. Guy explains how to optimize your social media profiles for better acceptance and how to stand out.
By: Neil Patel
Category: Entrepreneurship and Content Marketing Promotion Length: 33 min, 31 sec
Why You Should Watch This: Neil Patel, co-founder of Hello Bar, Crazyegg, and KISSmetrics provides you with ten steps that you can use right away to get your content the attention it deserves. Before giving the ten steps, Patel is asked if there is an underlying principle you can stick with? His response “as long as you can produce good content, you will do well in the long run.” Here then, are Neil Patel’s 10 Steps to Getting Your Content Seen.
- Write really good content: Make content so good that people say “I can take this content and actually do something with it, implement it on my business and make more money.”
- Create evergreen content: “Content that will be valuable for a long time”. Neil mentions that people make two kinds of mistakes when creating content. The first, “people don’t write the right type of copy”. Second, “they write too much short term copy.”
- Don’t write an essay: “The thing with essays is, it puts people to sleep.”
- Promote your content: “What you want to do is create a list of 100 bloggers who write in your space”. By creating content that their audience may be receptive to, you could up being published on their blog.
- Comment on other blogs: “It’s a simple strategy, too many people are lazy, so they don’t want to do it, but it works really well.”
- Mention people in your blog posts: “let those people know that you mentioned them within your blog. You will usually get a 20-30+ % acceptance rate of them sharing it.”
- Network with other writers: “You want to go to wherever people are guest posting in your industry and get to know the authors.”
- Start guest posting: “What’s interesting is, once you start posting regularly, you can throw in links to your own sites, when it benefits the reader, and you’ll notice that your traffic will spike.”
- Start collecting emails: “That way when you release new content, you can blast out to your list, and that will actually generate quite a bit of consistent traffic and get people coming back to your site.”
- Create and promote groups: “It’s so effective, I spend around five grand a month building my LinkedIn channel.”
No matter your experience with promoting content. This video provides actionable tips for all skill levels. After watching, You are sure to leave with a nice trick or two that will bring results.
By: Gary Vaynerchuk
Category: Social Media Length: 37 min, 05 sec
Why You Should Watch This: “Grab somebody’s attention. Tell them a story. Then sell them YOUR shit. That is your Job.” Words of wisdom from Gary Vaynerchuk. The F-bomb dropping, energetic entrepreneur, explains his journey to content marketing king. His original plan was to open one thousand liquor stores in 1994. But then he saw the internet. He explains: “I stood there and about five or six minutes into ever seeing the internet I said holy crap! I think I can sell shit on this! And I decided by that night, I no longer needed to open up my liquor stores.“
The value of this video lies in what Gary explains as the attention graph. It shows the relationship between building a brand and the math behind a lifetime value. He drives home this point. ATTENTION. At the start. You just want people to pay attention. There may not be quantitative data that shows your success but, it doesn’t matter. When you deliver creative content and tell a story. You are already winning.
By: Gary Vaynerchuk
Category: Entrepreneurship Length: 6 min, 37 sec
Why You Should Watch This: “If you want it so bad maybe it’s not the time to take up golf, perhaps it’s time to triple down and focus on your 7 pm to two in the morning.” Gary Vaynerchuk known for being outspoken and energetic explains to the older generation what it’s like to be an entrepreneur. He states a seventy-two-year-old woman has the same opportunity as a twenty-one-year-old millennial when it comes to being successful.
Entrepreneurship is not a “young man’s sport.” He says STOP making excuses. “Nobody cares if you’re 40 or 70 or 90, alien, female, the market will accept your victories if you are good enough.” Fourty years of being able to do something you love is REAL. The biggest thing is to get EDUCATED. He says the biggest factor to your success is the EXPERIENCE that you have over your younger counterpart. Gary Vaynerchuk provides the perfect message for the older entrepreneur. It’s not too late to get up off your ass and do something.
By: Jay Baer
Category: Content Marketing Length: 18 min, 53 sec
Why You Should Watch This: Are you more interesting than my wife? Because that is the bar that you have to clear. You are competing against every cat video and every meme. You can try to fight ridiculous with ridiculous or you can be useful.
Jay Baer explains that there is so much crap that people consider content that the only way to stick out is to be helpful. He boils it down to two words. Just help.
As an example, he describes how Hilton Hotels was covertly marketing by helping people. Staff monitored social media site for people needing help with directions. On Twitter, they helped people find restaurants. These were people staying at other hotels, not Hilton customers. They knew it was not a client but still wanted to help so he could think of the name. Hilton. So next time they need a hotel, what’s going to come to mind?
“Helpful marketing” is marketing that is so useful that people would normally pay for it.
He concludes the first part of his presentation by providing an analogy.
Content is fire. Social Media is gasoline. You will always be better off if you use social media to promote your YOUTILITY first and your business second. It is still way too much about us.
In the second part of the presentation, he explains that we can’t market at people, that we have to market with people. And social media helps facilitate that.
As an example, how come car companies don’t hire people in every position that are wildly passionate about cars? We have to start hiring for passion and training for skills instead of the other way around.
Social media, marketing, and business are about people. We should We should never forget that.
Content marketing guru Jay Baer is the founder of the website Convince & Convert, one of the largest marketing advice and media companies in the world. He is considered one of the most influential content marketers of today and is currently the most retweeted digital marketer in the world.
By Jody Awalt, Mike Lochner, Colin Delia and Kyle Nessett