This week: industrial musicals (e-i-e-i-o), the shift in influencer marketing, why "caterwauling" is a thing, and Lego-ized 1870s plays. Oh, and LBJ buys pants.
WordStream conducted a very interesting analysis of the top-performing AdWords ads. The study looked at nine months of US-based, English, non-branded ads. They ran textual analysis on the ads that performed best (based on impressions, clicks, and CTR) to suss out which words truly work best. A few findings: 1) Make it about audience —… Continue reading Smart Ads: Lexical Diversity, Active Words, Punctuation!
Headlines and subject lines are tricky. And asking a question in a headline poses extra special challenges. Namely, if your question can be answered by a simple, “No,” they have no reason to click through or open. “Is your refrigerator running?” “Nope!” This little edict actually has a name. Betteridge’s Law of Headlines states: “Any… Continue reading No Questions: Writing Headlines that Deserve a Click
Reaching the right audience with the right message takes a village. A content village. Every member of your content team can do their job, to the letter. But if everyone’s operating independently, the message can be disjointed or misdirected. Maybe the message is right for the target, but not for the people actually reading. Perhaps… Continue reading Build a Content Village
We all know that content is more important than ever in marketing. Think about which ads or campaigns stick with you - and you'll likely realize that it's typically the content itself that resonates, rather than a smart placement or a unique product. As panelist Joe Rosenthal from Ogilvy noted, "You don't want to be… Continue reading Content That’s Worthy: Medill Talent Q
It happens every day: Someone has an idea for something new and flashy, and suddenly it's off to the races - a new gizmo gets designed or developed, or even launched. But if you take the time to actually think through your customer's needs, you might save a lot of heartache (and money). Flipping through the annals… Continue reading MAYA: Reconciling customer wants versus needs
Sign design is inherently tricky. How do you swiftly convey a message that someone can absorb quickly? It can't distract from traffic. Sometimes you can't use words. And what happens when you're using a street sign to introduce a brand-new concept? Behold the Argyle Street "Shared Street"signage. This new mixed-use concept removes curbs, melding sidewalks with… Continue reading Beware… Humans?
One of my 2017 goals is to write more, for me. I've always been happiest when I'm writing every single day, but throughout my career, when most of that writing is happening at work, I feel something is missing. Professionally, daily writing is the dream! I get to flex my skills and play with words and… Continue reading New Year, New Focus
"If it's not worth sharing, it's not worth doing." - Scott Bergren, CEO of Pizza Hut, CIO of Yum! Brands Last week, I attend Medill's annual TalentQ Expo, which brings together Medill students, alumni, and marketers from around Chicago. This year's theme, "Brand Storytelling in an Era of Disruption," focused on how technology is changing… Continue reading Creating Content Worth Sharing
Sometimes, you don't have time to write a full-on blog post. But when an editorial calendar dictates publishing a post, curated content can help fill the gap between longer thought leadership. A well-designed editorial calendar will blend original thought leadership, company/product news, and responses to curated content. Doing so provides a steady flow of diverse content… Continue reading Careful Curation for Quick Content