Apr 8, 2019
Hey, it’s Stiles from Brand Content Studios and here’s your Content Marketing Quickie for the week of April 8, 2019. Let’s see what changed while you weren’t looking.
-Are you one of those people that talks to the commercials when they come on TV? “Hey cartoon of lower back pain illustrated by little lightning bolts around it, that’s exactly what I feel like! Can your solution really help me?” If so, sure your family is very worried about you but you’ll love this news. When you’re listening to music or a podcast on Pandora, you might soon be able to talk to the ads you hear, and they’ll listen. Maybe you’ll say, “Hey ad, please email me more information about what you’re talking about.” Or maybe you’ll say, “Not interested. I don’t believe that non-stick frying pan is really coated in diamonds.” Later this year, in the year of our Lord 2019, Pandora will do a beta test with Instreamatic, which is a company called Instreamatic. The ad unit will listen and respond to voice commands. Will it work? Probably as well as Siri, Alexa and all those things who I’m sure always completely understand what you’re saying so you don’t have to repeat it three times. But Instreamatic says it uses those magic letters AI to anticipate your intent — sometimes even before you say anything to the ad. It will assume it knows what you want better than you do. But check it out, this ability to dialogue with ads has the potential to solve what’s been a really huge, even a large problem for audio ads. You can’t click them. It’s called the “Click Challenge,” which sounds like a game show that would be hosted by Howie Mandel. But by being able to tell the audio ads I love you or I never want to hear from you again, it helps marketers know they need to change their creative or improve their targeting. And of course it means streaming audio like podcasts can get full credit as an advertising medium that works. Instreamatic colluded with a Russian broadcast, and that experiment showed this can even increase ad revenue. They ran voice-activated ads in December that represented just 1% of the impressions, but…those few voice-activated impressions brought in 10% of total audio revenue for the show for that month. I don’t have any ads in this podcast, but you’re welcome to yell at it if you want.
-Hey CMO, what’s the trouble kiddo? Did you have a bad dream? Is something bothering you? The answer is yes it is. CMOs do worry, in secret. So Kapost did a survey at the CMO Summit in Denver, Denver – Home of the people who live there, asking CMOs what keeps them up at night. The answers were honest and not entirely surprising, so if you’re a CMO, see if you agree and when you wake up in a panic, you’ll know you’re not alone. They worry Is My Messaging On-Brand? Most CMOs said no, it’s not. We can’t be sure we’re on brand or on message, and that’s IF we even have a clear brand personality or key messaging someone is watching out for. Yet they find the prospect of a content audit big and scary. C’mon it’s a good thing, it’s not like a tax audit. SiriusDecisions says 65% of all content is completely wasted because the company doesn’t know it exists, doesn’t know where to find it, or it’s old, or it’s now wrong. Another thing they worry about is Are My Teams Aligned? Accenture says 4 in 5 marketers don’t even know for sure what their content objectives are. Teams in silos are winging it and doing their own thing and shoving stuff out ad hoc, they’re checking the box. And they worry Is Everyone on My Team Working toward Strategic Goals? The answer is most likely not. Marketing teams think only about the channel or team they’re supporting in the moment. Strategy, if there even is one, get sacrificed quickly just to get stuff out the door. The result is very confused customers getting weird and disjointed experiences from the brand.
-Ah, the ability to fast forward and rewind to wherever you want to be while watching a video. Pretty basic thing right? Instagram didn’t think so, cause you can’t do that when you’re watching a video there. Oh sure they let you do it for videos on IGTV, but on the ones that show up in your feed, not so much. And it’s not like they don’t know it’s wanted. Users have been asking about it and for it a long time, scratching their heads, asking, “Why is this not regarded as important by you guys?” Well if you ask long enough, good things might happen. The scuttlebutt skinny word on the street is they’re testing putting a seek bar on videos in the feed. But just in the feed, not as part of an Instagram story. So if you’re an Instagram fan you can go on just about every other video platform there is and start practicing; forward, backward, forward, back. What control! What raw power!
-Email is a pretty darn solid distribution channel for content. And if you don’t believe that let us help you with 13 email marketing stats put out recently by Convince & Convert. Actually I’m only going to give you 7 because this is the Content Marketing Quickie and I don’t want to change it to the Longie. 1. The average subject line is a little over 43 characters. Short & powerful people. Long subject lines are a real issue on mobile and with many email service providers who won’t even show long ones. 2. Over 347B emails will be sent and received by 2022, that’ 78B more than 2018. So it’s competitive out there and your only hope is great email content. 3. 68% of Millennials say promo emails influenced a purchase. In fact it was the most effective of all the methods studied. 4. 56% of emails are read on iPhones or Gmail. So avoid large image files and long paragraphs. And Gmail users can Snooze you now, so you need to convey some sense of urgency. 5. The average email open rate across all industries is 20.81%. It ain’t a great number, but at least now you know if you’re average. 6. 73% of email marketers send emails at least weekly. Frequency’s a gamble. You win if people like them and you’re staying top of mind, you lose if your emails are bad because people will eventually be annoyed enough to unsubscribe. 7. 55% of consumers like emails with relevant products and offers. That’s kind of a no brainer but it does show personalization and showing items that match preferences is the game, and it’s a data game. Isn’t that right Dave? See, I tried to personalize. Surely one of my listeners is named Dave.
That’s the Content Marketing Quickie for this week. Be that person that turns your followers on to something half decent, share the link to this podcast and then you can discuss whether or not I’m annoying. And we’ll see what happens next week.