Op 14 oktober heeft Johan Albrecht bij Itinera zijn nieuwe boek Investeer in een gezonde levensstijl voorgesteld. Daarin pleit de Gentse econoom voor een individueel gezondheidsbudget voor iedereen, waarmee mensen een gezondere manier van leven kunnen aannemen.
Bent u op zoek naar een tandarts die nog volgens de officiële tarieven werkt? Veel geluk, want hun soort sterft uit. De grote, fancy praktijken met peperdure apparatuur en dito facturen worden de norm. En dat is slecht nieuws. In de eerste plaats voor wie die rekeningen niet kan betalen, maar ook voor ons model van ziekteverzekering.
Best nog veel, luidt de korte samenvatting. Maar de aanslepende coronacrisis zal de Belgische staatsschuld met gemak boven 120 procent van het bruto binnenlands product (bbp) tillen. Dat verhoogt het alarmniveau van onze staatsfinanciën van code groen naar code geel.
De Belgische overheidsschuld is in het tweede kwartaal met 32 miljard euro gestegen naar 524 miljard. Dat blijkt uit cijfers van de Nationale Bank waarover De Tijd en L'Echo schrijven.
Trends bekroont op woensdag 6 januari voor de 36ste keer de Manager van het Jaar. Dat is de meest prestigieuze individuele onderscheiding voor een bedrijfsleider in ons land. De laureaat van deze editie wordt de opvolger van Onno van de Stolpe, de oprichter en CEO van het biotechbedrijf Galapagos.
Opmars vegaproducten drukt vleesconsumptie niet Uit onderzoek van Wageningen Economic Research blijkt dat de vleesconsumptie in Nederland in 2019 opnieuw is toegenomen. Deze stijging staat haaks op de trends van de laatste jaren waarin vegetarisch, flexitarisch en vega-producten steeds meer terrein winnen.
B2B marketers are struggling to produce enough content amid the pandemic
35 percent of B2B marketers have trouble producing the content needed to reach and engage audiences, while 68 percent are confident with their approach to content marketing, and only some 8 percent said they were able to attribute return on investment (ROI) to their content plan, according to recently-released survey data. The Drum
Google Launches Updated Google Analytics, Including Improved Reporting and Data Tracking Options
Google has given a significant overhaul to its popular Google Analytics website traffic analysis platform, adding a smarter artificial intelligence (AI)-infused approach including new insights such as churn probability and a variety of additional new predictive metrics, the search giant recently announced. Social Media Today
WordPress can now turn blog posts into tweetstorms automatically
WordPress has rolled out a new feature that allows entire posts created in the content management system to be shared and discussed on Twitter, including accompanying images and video, with support for multiple Twitter accounts, the firm recently announced. TechCrunch
Facebook & Instagram Drop Support For WordPress Embeds
Facebook and its Instagram platform will both cease supporting the traditional and widespread form of WordPress embedding, as unauthenticated embeds won’t work after an October 24 API update a change aimed at driving publishers to create Facebook Developer accounts and use the oEmbed embedding format, Facebook announced recently. Search Engine Journal
Marketers Got Hyper-Relevant Advertising Messages Wrong, Study Finds
Brands achieve a 26.7 percent higher chance of gaining new customers when they target using a goal-driven advertising message mindset compared to an item-driven one, according to recently-released survey data that points out possible consequences of overly-specific ad targeting. MediaPost
Google Podcasts Manager shows you search impressions and clicks from Google Search
Google has launched a podcast performance monitoring and reporting system Google Podcasts Manager that shows how people find podcasts and what their listening habits are, among other new podcast-related data, Google recently announced. Search Engine Land
Key Takeaways From Congress’ Digital Competition Report
Amazon, Apple, Facebook and Google are being urged to implement changes that would promote increased interoperability when it comes to digital advertising, and Adweek takes a look at some of the findings from the nearly 450-page U.S. House Judiciary Committee’s Antitrust Subcommittee report. Adweek
YouTube Tests Product Tags in Selected Creator Videos as Part of Larger Shift Towards eCommerce
YouTube has begun testing interactive product tags within certain videos, including new integration with Shopify that could lead to more streamlined clickable products within video content, the video giant recently announced. Social Media Today
Google Assistant Opens, Searches, Completes Functions In Mobile Apps Using Voice
Google has enhanced its Google Assistant service with new voice search features for users of Android apps, including functionality to post to social media platforms, the firm recently announced. MediaPost
Performance Marketing Budgets to Increase as Marketers Chase ROI
42 percent of B2B marketers plan to increase budgeting for performance marketing initiatives by up to 20 percent over the next year, and 18 percent say they will increase those budgets by over 20 percent two of several items of interest to digital marketers in recently-released survey data. MarketingCharts
ON THE LIGHTER SIDE:
A lighthearted look at “product choice overload” by Marketoonist Tom Fishburne Marketoonist
Coworker’s Sly Smile In Zoom Meeting Suggests Separate Chat Happening Right Now The Onion
TOPRANK MARKETING & CLIENTS IN THE NEWS:
Lee Odden Roundup Debate on why people follow influencers DearMishuDad
Lee Odden The Employees as Influencers – Insights from Adobe Jason Falls
Nick Nelson 10 Important Building Blocks for Small Business Success Small Business Trends
Lee Odden / TopRank Marketing The State of B2B Influencer Marketing [Research] V3Broadsuite
Have you found your own top marketing stories from the past week of industry news? Please let us know in the comments below.
Thank you for taking the time to join us for the weekly B2B marketing news, and we hope that you will come back again next Friday for another look at the most relevant B2B and digital marketing industry news. In the meantime, you can follow us at @toprank on Twitter for even more timely daily news.
The one silver lining in our current reality is the “virtual event.” Sure, we’re all stuck at home, but at least we can have several entire marketing conferences beamed directly to our laptops.
Granted, there’s a distinct lack of cocktails and networking opportunities. You have to supply your own drinks and try to convince your own pets to follow you on LinkedIn (currently mine are still mulling it over).
[caption id="attachment_29172" align="alignnone" width="300"]"Sorry, we only have Facebark."[/caption]
The latest conference to go virtual is industry stalwart Pubcon, celebrating its 20th year. This search-centered event never fails to round up fascinating speakers with a ton of experience in search and content marketing.
Here are my top five can’t miss sessions for Pubcon’s Virtual 2020 Conference.
Speaker: Lee Odden, CEO, TopRank Marketing Salon A Time: Thursday, October 15th, 1:00-1:40p (All times Central.)
Our team at TopRank Marketing, under Lee’s leadership, has been perfecting the art and discipline of B2B influencer marketing for at least a decade. Now, fresh off of our 2020 State of B2B Influencer Marketing, Lee’s ready to take strategic, sophisticated influence to the next level. It’s all about CSI no, not David Caruso in sunglasses, but Content, Search and Influence working together to drive ROI.
Speaker: Elmer Boutin, SEO Director, GTB Salon B Time: Wednesday October 14th, 11:10-11:40a
SEO isn’t about writing for robots anymore; it’s writing for the way humans search and trusting the robots to keep up. This session promises to teach how to create a content strategy for human-centered CEO, including metrics and measurement.
Speaker: John Mueller, Webmaster Trends Analyst, Google Salon A Time: Wednesday October 14th, 9:00-9:40a
When Google talks, marketers listen. The tech giant never gives away too much of how their algorithm works, of course. But we’ll take whatever we can get. John has over a decade of experience at Google, so his perspective on search trends is sure to be well worth your time.
Speaker: Phillip Thune, CFO, Textbroker International Salon B Time:Wednesday October 14th,2:30-3:00p
The pandemic didn’t create the need for high-quality content. But like so many other changes, COVID-19 highlighted and magnified that need, and it’s causing marketers to re-evaluate their content strategy. In-person sales conversations and trade shows are off the table. Marketers are cranking up their content production which means it takes something extra to make your content stand out from the rest. Phillip brings a consultant’s eye to the problem with his session.
Speaker: John Lawson, CEO, ColderICE Salon A Time: Wednesday October 14th, 1:50-2:20p
What does SEO look like when there’s no longer a SERP? Voice search and chat are the next frontiers for intrepid marketers. This session promises to address the shift from visual to voice, including what the big movers and shakers are doing and how marketers can keep up.
Stunning Insights Are Virtually Assured
Tune into Pubcon 2020 for all of the above and more, and keep an eye on the TopRank Marketing blog for highlights and takeaways.
What sessions are you looking forward to? Let me know in the comments.
Welcome to the 3rd episode of Inside Influence: What’s working and what’s not inside the world of B2B Influencer Marketing. Each week we feature an interview with a B2B marketing insider on all things influence and a deeper dive into the insights found in the 2020 State of B2B Influencer Marketing Report.
In this 3rd episode of Inside Influence you are in for a treat: A discussion with the force of nature and client of TopRank Marketing that is Ursula Ringham, Head of Global Influencer Marketing at SAP.
Ursula leads the Global Influencer Marketing team at SAP in collaboration with the entire SAP product portfolio to create innovative content with trusted external voices to build brand awareness and create pipeline. She is also an accomplished storyteller, author, creator, influencer marketer, digital innovator, social media maven, champion of girls education, and self described "outdoor sports freak".
Our Inside Influence conversation covered a variety of influencer marketing topics including:
The key components of influencer marketing operations
The importance and application of influencer marketing software
An influencer marketing case study featuring an SAP podcast
Advice for marketers that want the benefits of influencer engagement but are hesitant to commit
What B2B brands can expect if they hire an outside agency to help with influencer marketing
What B2B marketers should watch out for when working with influencers and influencer programs
Rising influencer stars in the B2B tech space
Here are a few highlights of our discussion with a video of our full interview below.
77% of all the world's revenue transactions go through an SAP ERP system, so we're probably the biggest company in the world that you use every day, but you don't know anything about it.
Of course most people in the marketing world know you, but for those that don’t, can you share a bit about the work you do at SAP?
Ursula: Sure. I work at SAP and if people don't know what that is, SAP is one of the largest enterprise software companies in the world. 77% of all the world's revenue transactions go through an SAP ERP system, so we're probably the biggest company in the world that you use every day, but you don't know anything about it. What I do is I manage our global influencer marketing program where we collaborate with trusted voices that influence customer decisions. What we like to do is collaborate with them to tell the story of how SAP makes the world run better and improve people's lives.
Your contribution to the 2020 State of B2B Influencer Marketing Report on influencer marketing operations was really important because I think a lot of people don’t think about all the behind the scenes work that goes into an effective program. What are the key components of influencer marketing operations that marketers should know about?
Ursula:The operations part of influencer marketing is so important. I think when you're just starting with an influencer program, you're just like, okay, where do I begin? You know there are people you need to research with a large social following, but that's the wrong approach. You'd have to start with your strategy.
You also need some tools to help you. There are different influencer relationship management tools that you can use such as like Onalytica or Traackr which are more for the enterprise. These are also tools that are going to help you with tasks. For example, when we work with other teams at SAP, the very first thing we do is we have them fill out a form about the audience demographics, what success looks like, and the buyer persona.
The key thing is (Influencer Relationship Management) tools save you time and help you manage all your projects in one place.
We collect this information so we can find out who's that person that you want to help tell the story with you? And that's really, really important. When you use influencer relationship management tools, you can go in and plug all that data in. The tool will surf the whole web, bring everything back and populate a report for you showing matching influencers. Then you can look at who are these influencers? The key thing is the tools save you time and help you manage all your projects in one place.
Great. I suppose along with software, process comes into play and the whole operations thing too, right? As far as like best practices?
Ursula: Oh my gosh, there's so many different best practices. But the one thing that I always tell my team is even if the tool brings up all these people, you need to read, watch and listen to every single asset that these influencers has come up with. That's a best practice.
You really have to go and see what the influencer's personality is like and how they present themselves.
You can't just look and go, wow, this person meets the criteria on paper of what this team wanted. Maybe they wanted them to be located in North America and have a podcast. Or maybe they had 50,000 followers. But you really have to go and see what the influencer's personality is like and how they present themselves.
Of course, now our world is all digital and about video. For that you have to see how they perform if you want them to be a host. The biggest practice is the process that I have: you have to watch, read and listen to everything out there.
The 2020 State of B2B Influencer Marketing Report includes a case study featuring your work with SAP in the form of a podcast. Creating a single resource to serve as a platform for different internal customers and different external audiences is impressive. What role did influencers play in the Tech Unknown podcast?
Ursula: Absolutely. We created this podcast called Tech Unknown. We actually just finished our second season. For the first season, it was basically an influencer talking to other influencers, live.
When you look at influencer marketing, you have to think, what is the story you're going to tell?
For the second season, we wanted to create something different. And so we took inspiration from This American Life, a great podcast. We have a host that tells a story, which is the most important thing. When you look at influencer marketing, you have to think, what is the story you're going to tell? It's not just like, let's do this campaign. You have to think about what is the overall story?
The podcast is a series and what we did was to identify an influencer who would be our host. So decided that would be Tamra McClary. She's a great thought leader and influencer. The reason we chose her is she's energetic, her voice, and how she introduces things is great. The audience can relate to her.
For the second season she was the host and our focus was on the topic of data. We looked at all different lines of business and how data affects different businesses out there. Then we would bring in other influencers to give their perspective as like thought leaders on that topic. So if it's talking about HR data, we bring in an HR expert. And then we might have a customer involved in it or an SAP executive who could talk about the customer.
The whole thing was around thought leadership and the influencers played a critical role because they validated the story. They are that third party validation about what SAP is talking about as a challenge in the industry. The hope is that people realize, "Oh, SAP has a solution to my challenges. Let me go check that out." That's why it was so important that the podcast included influencers.
And I'll have to tell you one thing that is absolutely incredible. We would create a summary blog post about the podcast that we publish on one of our website properties. The gal who manages this thought leadership area of sap.com knows SEO really well. If you typed into Google, "future of data", out of 1.5 billion search results, our blog post came up number one. It's a combination of working with the influencer who has the social media presence on the topic. Also, Tamera the host is out there and she's promoting this blog summary that she wrote. She's promoting the series and we're getting the word out there using the right keywords and it all comes into play. It's all full circle, right?
It's a podcast, it's a blog, it's the influencers. It's all working together to create this awareness that people are going to pay attention to and realize that SAP has a solution to their business needs.
So who are some B2B tech influencers that really stand out today? And are there any re rising stars you would like to mention also?
Ursula: Oh my gosh, there are several. One of the first people that comes to mind is Sally Eaves.
She's someone that she's been on the scene for quite some time, but the thing is, Sally is first of all, Sally. I don't know where she gets that energy. She is 24/7 go, go, go. She's doing so many things. She has a background being a CTO, but then she has a side of her that is about education, children and the environment and how technology is influencing society. She's kind of like the whole package and she's really good and knowledgeable and very charismatic. We'd love to do some work with her because she's fantastic. She also has a British accent, which makes that fun for us Americans. She's one of the top ones that I would recommend. I love following her stories, so definitely check her out.
To see the full Inside Influence interview with Ursula, check out the video below:
To connect with Ursula on all things marketing and influence, you can find her on LinkedIn and Twitter.
Don't miss Ursula and I as we present at the virtual Content Marketing World conference this week: Influencer Marketing Unleashed: Top Tactics for Success from Global B2B Brands. This is my 10th year in a row speaking at CMWorld and this presentation highlights the best of the best when it comes to information about B2B influencer marketing including:
Key trends based on the latest B2B influencer marketing research study
Use cases and case studies from Monday.com, Cherwell Software, LinkedIn, Adobe, Alcatel Lucent Enterprise and of course, SAP.
A framework for enterprise B2B influencer content campaigns
While the CMWorld conference is happening virtually this week, you can get access to presentations on demand as well. Check out the website.
Next up on Inside Influence is a conversation with Janine Wegner, Global Thought Leadership Program and Activation Manager at Dell Technologies.
Be sure to check out our previous Inside Influence interviews:
The Gartner Hype Cycle for Artificial Intelligence, 2020 - Chatbots are projected to see over a 100% increase in their adoption rates in the next two to five years and are the leading AI use cases in enterprises today. Forbes
Bing is now Microsoft Bing as the search engine gets a rebrand - Microsoft doesn’t go into detail about why it added the company’s name to the Bing brand, other than it reflecting “the continued integration of our search experiences across the Microsoft family. The Verge
68% of B2B buyers say the length of their purchase cycles has increased over last year - The COVID-19 pandemic has led many B2B firms to lengthen their purchase cycles and to expect more personalized attention from vendors, according to recent research from Demand Gen Report. MarketingProfs
How B2B Demand Generation Has Adapted. Despite the impact of COVID-19, budgets for demand generation are holding up more than B2B marketing as a whole. Fewer than 1 in 5 (18%) B2B marketers say that they expect their budgets for demand generation to decrease, whereas 3 in 10 (31%) say their overall marketing budgets will fall. MarketingCharts
2021 B2B Content Marketing: What Now? [New Research] - Find out what content marketers are thinking, doing, and not doing when it comes to content creation and distribution, metrics and goals, team structure and outsourcing, budgets and spending. Content Marketing Institute
Study: Comparing the data from 8 SEO tools - The numbers you'll find don't match up. SEO metric tools are for general trend analysis and competitor benchmarking, not on specific numbers. Search Engine Land
Snapchat is pitching high-frequency, high-reach ‘Platform Burst’ ad campaigns - The new offer is a media buy advertisers can use to ensure their campaigns reach a certain amount of people in the app frequently over three or five days, according to three agency execs who are considering it. Digiday
Nearly half of consumers will try new brands if the ad is relevant - Consumers are spending more time at home with online content, especially connected TV (CTV) and social media. Since the beginning of the COVID-19 pandemic, the average time interacting with online content has doubled globally. Marketing Dive
Facebook Announces Integration of Messenger and Instagram Direct, Adds New Messaging Features. When complete, WhatsApp will also join Facebook’s messaging integration upgrade. Social Media Today
Google, The Trade Desk, MediaMath, Amobee, Adobe and Adform Lead The Pack In Gartner’s 2020 Ad Tech Magic Quadrant - New entrants include Beeswax, Centro, Mediaocean and Zeta Global. Ad Exchanger
Microsoft Digital Marketing Center is now available in open beta in the U.S Microsoft’s Digital Marketing Center for search and social management adds features, opens beta. The free platform is now open to U.S. small businesses. Search Engine Land
ON THE LIGHTER SIDE:
"In trying to deliver the right message to the right person at the right time, it’s important for marketers to draw a line between cool and creepy." by Tom Fishburne Marketoonist
Home Depot's Sold-Out Giant Halloween Skeletons Creep Into Brand' Social Feeds - Budweiser, Slim Jim, Natty Light and others are getting into the Halloween spirit but might just turn people green with envy. AdAge
TOPRANK MARKETING IN THE NEWS:
Lee Odden What’s Trending: Getting Better All the Time LinkedIn (client)
Lee Odden - The Norse God, Lee Odden on Fitness and B2B Influencer Marketing - CoronaRadio 8.18
Lee Odden - 365 Marketing Quotes to Keep You Fired Up All Year - Skyword
Have you found your own top marketing stories from the past week of industry news? Please let us know in the comments below.
Thanks for taking the time to join us for the weekly B2B marketing news, and we hope you'll return again next Friday for another look at the most relevant B2B and digital marketing industry news. In the meantime, you can follow us at @toprank on Twitter for even more timely daily news.
The all-virtual Content Marketing World 2020 is upon us. As the largest content marketing conference in the world, CMWorld brings together a stellar array of talented professionals who are loaded with curiosity for future trends, marketing knowledge, and aspirations for new successes in the post-pandemic world. For the past 12 years leading marketers from all over the world have gathered in Cleveland, Ohio for one of the world's strongest content marketing events, and for this unusual year Content Marketing World is entirely virtual.
Readers of our blog know we have a long history with the conference starting at the beginning, with 10 years of speaking and attending along with seven years of partnering with the Content Marketing Institute to develop speaker and influencer content marketing campaigns.
A TopRank Marketing tradition that has been imitated in recent years but never truly duplicated is our annual list of content marketing experts ranked according to their social influence, a helpful compilation derived from the hundreds of excellent #CMWorld 2020 speakers.
List Methodology: For this list we utilize the Traackr influencer marketing platform to filter the content marketing experts who are speaking at the current year's Content Marketing World conference using a large number of criteria including the relevance of the individuals to the topic, the degree to which their networks engage, the size of their networks, and other factors. Online data is pulled from blogs, Twitter, Facebook, YouTube, Instagram, LinkedIn and other platforms.
The focus topic in question is most definitely "content marketing," and everyone included on this list is:
A speaker at #CMWorld 2020
Ranked in the top-50 for "content marketing" according to relevance, resonance, reach and audience metrics
People always thank me for including them in these lists and there's no thanks to be given other than to the people who worked hard sharing useful knowledge about content marketing to their social channels, in blogs, videos, podcasts, and online in general.
Many thanks go to all the people who are actively sharingknowledge about content marketing by engaging and helping others with helpful opinions, insights and expertise on the social web. This list is only a starting point to help expand your content marketing universe.
In this year's list there are familiar faces and quite a few new entries. We plan to learn new lessons from these 50 content marketing influencers and hope you’ll do the same throughout the rest of the year and into 2021 and beyond.
50 Content Marketing Influencers Speaking at CMWorld 2020
Content Marketing Agency CEO & CMO Influencer, Marketing Insider Group Presenting: Content Optimization & Distribution Strategies - Mapping Content to the Buyer Journey (and ROI)
Author, Founder & VP of Marketing, Effective Sales Enablement Presenting: 3 Trends You Can't Ignore As a Content Marketer Presenting: Ask Me Anything With Pam Dinner
Chief Content Officer, MarketingProfs Presenting: Ask Me Anything With Ann Handley Presenting: Precedented: 5 Principles of the Last Chaotic 10 Months That Are the Very Key to Content Marketing Success in the Next 10 Years
Co-Founder & Chief Visibility Officer, Vengreso Presenting: Ask Me Anything With Viveka von Rosen Presenting: Why Your B2B Sales Force Should Be Your Greatest Content Distribution Channel
Chief Strategy Advisor, Content Marketing Institute Presenting: Architecting Desire: A New Strategy for Content Marketing for the Next Ten Years Presenting: Ask Me Anything With Robert Rose Presenting: Content Marketing 101 – Let’s Begin Presenting: Content Marketing Strategy For Agencies – How To Create, As Well as Deliver, Content Marketing Strategy To Clients Presenting: Welcome to Content Marketing World 2020
Marketing Consultant, Attention Retention Presenting: The Magic of Meetups: How to Use Meetups to Build Community, Drive Brand Engagement and Inform a Content Marketing Strategy
Agile Marketing Coach & Trainer, Co-Founder, AgileSherpas Presenting: Persistently Agile: Why the Key to High Performance Marketing Lies with People Not Projects
Co-Founder & CMO, Orbit Media Studios Presenting: Google Analytics for Content Marketers: How to Optimize Content for Traffic and Conversions Presenting: SEO Workshop
Content Writer & Storyteller, Freelance Presenting: Show Your Work: How to Become a Fact-Checking Pedant (and Why You Should) Presenting: The Content Marketing Diamond Model for Small Businesses and Entrepreneurs
Founder, Content Marketing Institute Presenting: Ask Me Anything With Joe Pulizzi Presenting: Keynote - Where Do We Go from Here? Disney, Diversification & The New Marketing Business Model
Senior Content Strategist, Autodesk Presenting: The Magic of Meetups: How to Use Meetups to Build Community, Drive Brand Engagement and Inform a Content Marketing Strategy
Senior Director of Digital Marketing & Health Content, Cleveland Clinic Presenting: #CMWorld Cleveland Clinic Health Summit Presenting: The Test of Time: Long-Term Success at the Cleveland Clinic
Keynote Speaker & Best-Selling Author, Monumental Shift Presenting: Ask Me Anything With Andrew Davis Presenting: Limit Less: How Successful Brands Increase Their Revenue, Generate More Leads, and Spread Their Message in a Crowded Marketplace
VP of Strategy & Consulting, The Content Advisory Presenting: Learn How to Move from Mayhem to Momentum by Building a Content Strategy Presenting: Technology Forum: From Figuring Out Your Audience to Gaining Market Share - A Tech Company's Guide to Effective Content Marketing
CEO, Smart Simple Marketing Presenting: Ask Me Anything With Sydni Craig-Hart Presenting: Compelling Multicultural Marketing: What You're Missing, What's Working Now and How to Get Results
Interim VP of Marketing, Modus Presenting: Account Expansion: The Conversations, Content & Collaboration that Grow Customers Presenting: Take a Sales Enablement Approach to RevOps Presenting: Use Serial Storytelling to Drive Demand for Complex Solutions
Chief Marketing Strategist, NeoLuxe Marketing Presenting: Content Marketing for Marketing Agencies: Make Your Services Sing Presenting: The Content Marketing Diamond Model for Small Businesses and Entrepreneurs
Senior Director, Inprela Communications Presenting: Staying Power: How Authentic Storytelling can Transform Your Marketing from One-Hit Wonder to Lasting-Legend
Strategy Consultant, Minority Woman Marketing LLC Presenting: Ask Me Anything With Christine Carter Presenting: Creating Authentic Content for a $1.5 Trillion Audience
Co-Founder & CEO, NewsCred Presenting: Ask Me Anything with Shafqat Islam & Alex Cheeseman Presenting: Beyond Breaking the Rules: Why Connections in Marketing Matter More Than Ever
Director of Digital Strategy, Quest Digital Presenting:
Even the best statistical analysis, no matter how deep and well-researched, can only take you so far in finding the people who you'll consider the most helpful and influential in your daily professional marketing lives, which is why we'd love it if you'd please share the name of content marketers that influence you most in the comments section below.
To further your own content marketing expertise, here's a bonus list of some of our best recent posts about content marketing:
If you'd like to learn more about creating a successful B2B influencer marketing campaign, you're in luck! Our CEO Lee Odden will be presenting at Content Marketing World on the topic. Here are the details:
We hope to see you virtually at the Content Marketing World conference, and be sure to follow us on Twitter at @toprank for real time updates during the conference.
Each year, Content Marketing Institute releases a new version of its B2B Content Marketing Benchmarks, Budgets, and Trends report, providing a timely contextual snapshot of the discipline at large and its ever-shifting landscape.
Needless to say, this year’s edition hits differently. While there is always change and evolution afoot in the annual study’s findings, 2020 has been a year of unprecedented upheaval for our profession, along with most every other.
The impact of COVID-19 on B2B content marketing is a direct and prevalent focus in CMI’s latest report, which helps leaders and practitioners in the field understand how their peers are reacting and adapting to a disruptive global event.
B2B Content Marketing in the Age of COVID-19
You can find the full report here, but today I’ll share five particular stats and insights that struck me as noteworthy in the 11th Annual B2B Content Marketing Benchmarks, Budgets, and Trends report.
Content strategies are changing, both short-term and long-term
Slowly but surely, we’ve been making progress. Forty-three percent of respondents this year reported having a documented content strategy, which is a bit disappointing on its own, but encouraging when you looking at the running trend:
2020: 43%
2019: 41%
2018: 39%
2017: 37%
That’s remarkably steady and consistent growth! I might argue we’re still lagging behind on the whole, but progress is progress. Having said that, it is a bit ironic that at a time where more B2B marketers than ever have gotten their strategy down on paper, we’re being forced to crumple it up and rewrite it.
[bctt tweet="“It’s a bit ironic that at a time where more B2B marketers than ever have gotten their strategy down on paper, we’re being forced to crumple it up and rewrite it.” @NickNelsonMN @CMIContent #ContentMarketing" username="toprank"]
Maybe that’s a bit strong, but 70% of respondents in the CMI survey said the pandemic has had a major or moderate impact on their B2B content strategy. Two-thirds indicated that the nature of their adjustments are both short-term and long-term.
With this in mind, if you’re among the majority that still hasn’t developed a documented content strategy, this might be a good time to flesh one out that strikes this balance between the big and small pictures. During times of turbulence (and long-distance collaboration), it’s always good to have a single source of truth. Last year I provided a simple three-point checklist for documenting your content strategy, and the guiding principles still apply.
Adjustments to messaging and targeting are the top reactive priorities
Asked about the specific changes their organizations have made in response to COVID-19, the top answer – selected by 70% of B2B marketers – was “Changed targeting/messaging strategy.” The most common answers after that were “Adjusted editorial calendar” and “Changed content distribution/promotion strategy.”
Nothing too surprising about this. It goes without saying many marketing messages and campaigns that were conceived before the pandemic became irrelevant (if not blatantly tone-deaf) when the world was flipped on its side. Brands everywhere have been forced to fundamentally rethink what they’re saying, and who they’re saying it to.
For that reason, I’m a little surprised that responses like “Reexamined customer journey,” “Increased time spent talking with customers,” and “Revisited customer/buyer personas” were all so low on the list. This does feel like a good time to get back in tune with the preferences and pain points that guide people toward our solutions.
Measurement methods have mostly remained stable
Another finding that stands out to me in the chart above is that “Adjusted key performance indicators” and “Changed content marketing metrics” were at the very bottom. For better or worse, it appears that most teams are sticking to the same yardsticks now as they were a year ago.
Maybe that’s a good thing! If you’ve truly locked down your measurement strategy in a way that accurately proves out results and fosters constant refinement and optimization, it probably shouldn’t change based on outside circumstances. However, according to the 2020 Marketing Measurement & Attribution Survey from Demand Gen Report, 40% of marketers said their company’s current ability to measure and analyze marketing performance and impact “needs improvement,” while only 13% said they felt they were “excellent” in this regard.
So perhaps reporting and analytics simply aren’t viewed as a priority at this time. I find that troubling, because in a time of widespread budget cuts and resource drains, the ability to demonstrate the revenue impact of marketing activities is arguably more important than ever.
Content creation challenges, not pandemic-related issues, are holding back success
Among those who rated their organization’s overall level of content marketing success in the past year as “Minimally Successful” or “Not at All Successful,” CMI broke down contributing factors in order to identify the most prevalent barriers. While the fairly broad “Pandemic-related issues” was available as an option, this was actually among the least common responses. At the top of the list, cited by 63% of laggards, was “Content creation challenges.”
These challenges can take various forms (some of which can be doubly categorized as pandemic-related issues).
“Our company needs more content. We serve a deep niche and few people understand our industry well enough to pop in and do small projects for us,” said one anonymous respondent quoted in the report.
Said another: “Clients are getting bombarded with electronic information especially now since in-person meetings and events are on hold. How do we create compelling content that gets distributed in a way that stands out from the clutter?”
Virtual events and live-streaming increased but not THAT much
Among content types used by B2B marketers over the past 12 months, the biggest risers from last year are those you would expect:
Virtual events/webinars/online courses increased from 57% to 67%
Live-streaming increased from 10% to 29%
These are hefty jumps … but they still don’t point to ubiquity, by any means. There remains untapped opportunity on the frontier of online experiences, although clearly it’s getting crowded in a hurry. The second quote shared in the previous section points to this challenge, which is at the same time both new and old.
Break through the clutter and earn attention: Amidst so much transformative change, this eternal edict of content marketers stays the same. We’re currently just seeing it play out in a new environment.
[bctt tweet="“Break through the clutter and earn attention: Amidst transformative change, this eternal edict of content marketers stays the same.” @NickNelsonMN @CMIContent #ContentMarketing" username="toprank"]
Virtual events and live-streams have much potential for engagement and interactivity. We might receive some inspiration on these fronts when the folks behind this report bring their anticipated annual event, Content Marketing World, into the virtual realm this year for the first time. It’s going down on October 13-16, and our own Lee Odden will be delivering a presentation: Influencer Marketing Unleashed: Top Tactics for Success from Global B2B Brands.
As Lee will illustrate, influencer marketing should be a piece of the puzzle in forward-looking B2B strategies. Many of the other trends outlined here will converge and shape the future of content marketing.
B2B advertisers are relying more than ever before on paid ads, with a 22.6 percent increase for 2020 in B2B digital ad spending, contributing to a total spend that is expected to top $8 billion in the U.S. alone by the end of the year, according to newly-released forecast data of interest to digital marketers. eMarketer
The 'Purpose Gap' Facing Many B2B Brands
86 percent of senior-level B2B professionals see clear brand purpose articulation as important, however just 24 percent see activated purpose within their organization two of several insights of interest to online marketers in new survey data from the Association of National Advertisers (ANA) and others. MarketingProfs
How Bad Data Hurts B2B Companies
88 percent of B2B marketers see quality data as important in executing a successful account-based-marketing (ABM) strategy, while some 27 percent aren't certain how much of their data is accurate, according to recently-released survey data. Demand Gen Report
Chatbot Usage Has Nearly Doubled in B-to-B Marketing This Year
The use of chatbots in conversational marketing has risen 92 percent year-over-year, while live chat usage expanded by some 35 percent and social media interactions grew by 31 percent over the same period, according to recently-released survey data. Adweek
Facebook launches Facebook Business Suite, an app for managing business accounts across Facebook, Instagram and Messenger
Facebook has rolled out its tool for businesses to manage multiple Instagram, Facebook and Messenger profiles and pages in a unified location, with the release of its Facebook Business Suite utility, featuring post scheduling, ad creation, and insight data, the social media giant recently announced. TechCrunch
Global brands advance towards 'holy grail' of cross-media measurement
An ambitious global cross-media measurement proposal framework featuring a new publisher log-based solution utilizing Virtual ID (VID) has been put forth as part of a major push by the World Federation of Advertisers (WFA) and brands, the WFA's Cross-Media Working Group recently announced. The Drum
Google Combines Custom Affinity and Custom Intent Into Custom Audiences
Google has rolled out changes giving advertisers new Google Ad audience features across display, YouTube and discovery campaigns, refining and combining previously separate audience intent and affinity tools, the search giant recently announced. Search Engine Journal
LinkedIn launches Stories, plus Zoom, BlueJeans and Teams video integrations as part of wider redesign
LinkedIn (client) has rolled out its ephemeral video and photo LinkedIn Stories feature, expanded platform search functionality, and video chat for direct messaging three of an array of new additions of interest to digital marketers, the firm recently announced. TechCrunch
New open source robots.txt projects
Google has released a specification testing tool for websites seeking to adhere to its Robots Exclusion Protocol, along with a parsing and matching utility for improved robots.txt web crawler indexing information, the search film recently announced. Google Webmaster Central Blog
What Should B2B Vendor Websites Focus on as the Pandemic Affects Purchase Behavior?
68 percent of B2B buyers say that their purchase cycles have lengthened since 2019, with the most common buying journeys lasting between one and six months, while 53 percent consider web search a top research method, followed by 41 percent who consider vendor websites a top evaluation method, according to recently-released data. MarketingCharts
ON THE LIGHTER SIDE:
A lighthearted look at “lifestyle brands” by Marketoonist Tom Fishburne Marketoonist
Overwatered Houseplants Hoping Woman Goes Back to Work Soon The Hard Times
TOPRANK MARKETING & CLIENTS IN THE NEWS:
Lee Odden Stop Telling The Same Old Story Mark Armstrong
Nick Nelson 10 Tips for Changing the Way You Think About Your Small Business Small Business Trends
TopRank Marketing Why Convenience Is Essential Forbes
Have you found your own key marketing stories from the past week of news? Please let us know in the comments below.
Thank you for taking the time to join us for the weekly B2B marketing industry news, and we hope that you will return again next Friday for another look at the most relevant B2B and digital marketing industry news. In the meantime, you can follow us at @toprank on Twitter for even more timely daily news.
In a time of increased competition and uncertainty, standing out is more important than ever.
Of course there's plenty of B2B marketing that stands out, but what kind performs? Is it ads, content marketing, SEO, social, ABM or influence?
At TopRank Marketing we make it our business to deliver on and exceed expectations for content experiences that will inspire customers through influencer marketing. But what does award-winning B2B influencer marketing look like? How can you infuse your own campaigns with the type of powerful elements that combine to deliver stellar marketing performance?
To help answer those questions, let’s take a look at two highly-successful efforts from our clients LinkedIn and Alcatel-Lucent Enterprise (ALE) to find out what common elements both campaigns share to make for decidedly uncommon success.
Award Winning B2B Influencer Marketing in Action
We were thrilled that the Association of National Advertisers (ANA) B2 Awards awarded TopRank Marketing its silver winner in the social media category, for our work with LinkedIn in the successful “LinkedIn’s Social-First Approach to Engaging Influencers & Audiences Alike” campaign, and that the 2020 Content Marketing Awards has selected TopRank Marketing as a finalist in its best content marketing program in technology, for our work with Alcatel-Lucent Enterprise (ALE) in the successful “IT Vanguard Awards” campaign.
The ANA’s B2 Awards recognize the top performing B2B marketers with a unique focus on driving demonstrable business results, and in 2020 entrants submitted in 47 categories which have evolved to reflect the growing role of B2B marketing and rapid industry changes.
The 2020 Content Marketing Awards recognize and award the best content marketing projects, agencies and marketers in the industry each year, recognizing all aspects of content marketing, from strategy to distribution, from design to editorial, and is the leading international awards program for corporate content creation and distribution.
LinkedIn’s Social-First Approach to Engaging Influencers & Audiences Alike
The average daily time that a user spends on social media is approximately 153 minutes (Statista). And, with 706+ million registered users (63 million of which are in decision-making positions), the LinkedIn platform presents a big opportunity for brands to engage their target audience. (LinkedIn).
But reaching and connecting with both marketers and sales professionals has become increasingly difficult due to the overload of information thrown at them each day. The brand LinkedIn also faced this challenge, even on their own platform.
So, in order to better reach these decision makers, LinkedIn Marketing and LinkedIn Sales Solutions set out to create a social-first campaign that would communicate authentically to then attract attention to specific LinkedIn Showcase Pages. Goals included:
Increase engagement and continue to humanize LinkedIn as a brand by partnering with well respected industry experts to share real-life struggles, stories and obstacles with a focused audience.
Drive new audiences to the targeted Showcase Pages via the influencer’s audiences (that were not already following or engaging with the LinkedIn brand).
Continue to nurture and grow relationships with the influencers themselves as part of an ongoing influencer program.
Engage the audience in-channel (versus sending to alternate content off platform).
LinkedIn Campaign Insights & Strategy
To create and optimize this social-first influencer content campaign, specific insights and strategies were leveraged:
High-level audit of the LinkedIn Marketing and Sales Showcase pages to identify the most engaging content based on:
Content Length
Topic
Visuals
Featured Influencers
Best Publishing Time/Day
Identification of best-fit target influencers based on:
Audience Relevance
Participation Likelihood
Best Stories
Relevance and/or admiration of target audience
Research into appropriate hashtags for the campaign.
Based on these insights a campaign approach was created, including:
A messaging/post formula including:
Context at the beginning of each post
Tagging the contributing influencer
Showcasing their story/insights
Utilizing hashtags
Compelling visuals
Activation of influencers when posts went live.
Influencer Content Campaign Concept
In order to better reach an overloaded audience, we focused on the idea of partnering with influencers to make professional networking more personal vs. more traditional “best practices” content that fills most professionals' social feeds.
Instead, relevant influencers we asked to share real-life stories based on 3 key questions:
Describe a defining moment in your career and how it shaped you as a marketer or sales professional.
What is one thing not on your LinkedIn profile that people should know about you?
Who is one rising star in your field that you’d like to recognize? What makes them amazing?
By shifting from purely professional content to a combination of professional and personal, LinkedIn was able to better connect with the audience around their own professional opportunities and provide them a platform to engage directly with experts they respect.
B2B Social Influencer Campaign Results
Results for this influencer marketing and social media program exceeded all target goals. Below is a breakdown of the results:
#MyMarketingStory
239% above reaction benchmark
348% above comment benchmark
150% above shares benchmark
100% influencer activation around the campaign
#MySalesStory
247% above reaction averages/goal
215% above comment averages
400% above shares averages
100% influencer activation around the campaign
Influencer Metrics
14 influencers activated (leading to 75+ over time)
228 total social posts (excludes LinkedIn data)
853 engagements (excludes LinkedIn data)
5.84M estimated reach (excludes LinkedIn data)
LinkedIn Social Influencer Campaign Insights
The goal of this campaign was to drive authentic engagement, on platform, between LinkedIn and their customers. With over 706 million registered users including 63 million in decision-making positions, LinkedIn Marketing and LinkedIn Sales created a powerful and successful social-first campaign leveraging LinkedIn Showcase Pages by connecting with content on both a personal and professional level.
LinkedIn Looks at What’s Next in Marketing Content Together
“At LinkedIn, we’ve worked with the TopRank Marketing team for about two to three years now, and what I really like about working with TopRank is they really, truly come to the table as collaborative partners,” Judy Tian, marketing manager at LinkedIn observed.
“I’ve worked with a number of agencies where in marketing, I’m asking for deliverable A and they just give me deliverable A. But what’s great about TopRank is they also think about B, C, and D and really try to push my thinking of what’s next,” Judy added.
“I think in marketing you are only as good as the creativity of your team and your ideas. The more voices that we bring to the table and the more proactiveness and willingness of everyone contributing ideas, the better off your marketing campaigns will be, and for us at LinkedIn, TopRank has truly become an extension of our own marketing team,” Judy explained.
TopRank Marketing & Alcatel-Lucent Enterprise Not Afraid To Innovate: The IT Vanguards Awards Program
Alcatel-Lucent Enterprise (ALE), a 100-year-old business technology company, decided it was time to raise the stakes in sales funnel management. While ALE had hundreds of contacts, the company was not achieving the desired traction with their current methods.
Their big idea was a recognition program for IT network and IT enterprise communications leaders. By celebrating industry leaders, ALE hoped to forge stronger relationships with clients and prospects and build a more robust contact list.
But how could ALE make sure that this seed of an idea produced the desired fruit not only in its inaugural year but in years to come? The company looked to TopRank Marketing to help them create an innovative program, unlike anything that had been done before.
TopRank Marketing provided end-to-end support for the initiative, collaborating with ALE on branding the IT Vanguards program, and then executing a strategic marketing plan which included influencer engagement, press releases, LinkedIn Pulse content, emails, and blogs.
The IT Vanguards website doubled as a way to collect nominations and celebrate the winners. Once the winners were announced, the IT Vanguards website was populated with the honorees’ top leadership advice. These insights positioned both the winners and ALE as thought-leaders while also providing meaningful value long after the close of the program.
All milestones from announcing the program to celebrating the winners were promoted using a strategic blend of content marketing, influencer marketing, and social media. The content was amplified on social channels through paid ads as well as posts by ALE employees, program judges, honorees of the IT Vanguards program, and relevant third-party organizations and industry associations.
Results of the IT Vanguards Program
By all definitions, the IT Vanguards program was a resounding success. With more than 50 quality, relevant nominations, the IT Vanguards program was an effective means to identify and celebrate the best IT network and IT enterprise communications leaders.
The program also excelled as a way to generate brand awareness and engagement. There were nearly 14,000 combined landing page views during ten weeks of contest promotion. On social channels, the program boasted 100% engagement from program judges and honorees through activities such as direct conversations with the ALE and TopRank Marketing teams, social sharing, and internal sharing.
The program also spurred third-party recognition of the honorees’ prestigious achievement, including press releases and special ceremonies held by the honorees’ local governments, school boards, and companies. These activities further heightened the credibility of the IT Vanguards program and the market leadership position of ALE.
Lastly, the IT Vanguards program delivered in terms of business development. Using the IT Vanguards program to celebrate the IT network and IT enterprise communications leaders, ALE generated opportunities for meaningful conversations with prospects. The company attributes three million in the pipeline to the campaign.
We’re honored...
...to win the ANA B2 Awards silver award for our combined efforts with LinkedIn an especially strong campaign as we outlined above, and to be named a finalist at the 2020 Content Marketing Awards in the best content marketing program in technology category for our joint efforts with ALE.
Get Your Own Award-Winning Results From TopRank Marketing
TopRank Marketing, the only B2B marketing agency offering influencer marketing as a top capability in Forrester’s “B2B Marketing Agencies, North America” report, delivers award-winning work to clients including LinkedIn, AT&T, Adobe, SAP, Dell, 3M, monday.com and others. Contact us today to discover how we can help create award-winning marketing for you.
For additional new case studies and to learn more about B2B influencer marketing trends, best practices and predictions for the future, be sure to access the all new 2020 State of B2B Influencer Marketing Report, which features insights from hundreds of marketers surveyed as well as expert analysis by the TopRank Marketing team and contributions from top B2B influencer marketing professionals from SAP, LinkedIn, AT&T Business, Adobe, Traackr, IBM, Dell, Cherwell Software, monday.com and more.
Across every industry, profession, and discipline, work productivity is in peril.
How could it not be? Outside distractions have mounted over the course of the year, from a global pandemic to rampant social unrest to a headline-hijacking presidential election, all in the midst of economic turmoil. Through it all, many of us have been acclimating to a remote work setting that upends our established workflows and routines.
Frankly, we all deserve a pat on the back for being able to stay focused on work at all. So go ahead and give yourself one. But with plenty left to accomplish here in 2020, there’s little time to sit back and take a beat.
Marketing is a field that’s especially susceptible to negative productivity impacts at a time like this. We’re scrambling to adapt to changing circumstances for our companies, clients, and strategies. We’re rewriting best practices on the fly. And in a job where creativity is often a driving force, we’re trying to keep our minds clear and energized enough to produce unique and high-quality content.
If you find yourself looking for new ways to power up your team’s productivity (or your own) and get more done each day, here are a few suggestions that might help.
Boosting B2B Marketing Productivity
Based on my own experiences and some tips shared by others around the web, here are five techniques that are working when it comes to finding your groove and producing great work in tough times.
1 Find and Preserve Your Productivity Pockets
Right now, each day can feel like a constant barrage of forces beckoning us away from the work we are trying to get done. Setting aside everything happening in the outside world, there are the things going on in your own space maybe kids at home from school, or increased familial commitments, or a roommate who’s sharing an “office” (living room) with you.
As I wrote when sharing my own experiences as a content marketer in the pandemic, I believe it’s essential to carve out “productivity pockets” dedicated periods of time where you can completely tune into your work, uninterrupted. Use this pocket to tackle your most intensive tasks.
It may be that your circumstances aren’t conducive to routinely scheduling this productivity pocket during standard work hours. In these cases, aim to create asynchronous structures that enable active collaboration with your coworkers, even if it’s not simultaneous.
[bctt tweet="“It’s essential to carve out 'productivity pockets' dedicated periods of time where you can completely tune into your work, uninterrupted. Use this pocket to tackle your most intensive tasks.” Nick Nelson @NickNelsonMN" username="toprank"]
2 Scrutinize the Purpose Behind Meetings and Video Calls
At Digital Summit MPLS 2019, Workfront’s Mike Riding shared marketing productivity tips and noted that almost two-thirds of marketers point to meetings as the No. 1 barrier that gets in the way of their work. One year later, the environment has changed but that underlying issue has not; if anything, it’s magnified.
Zoom fatigue is real, y’all.
Riding listed five reasons why meetings exist:
Give information
Get information
Develop ideas
Make decisions
Create warm, magical human contact
I would argue that in many cases, only the last one requires an actual meeting (and while the warmth and magic may feel a bit more artificial through a computer screen, they are still plenty valuable). Now more than ever, his recommendations for managing meeting overload are worth heeding:
Shave meeting times from 60 minutes to 30 minutes when possible.
Decline meetings that don't have a set agenda.
Stack meetings back-to-back so as to minimize unproductive gaps in between.
And, as suggested above, block out time for your real work that is off-limits for scheduling meetings.
3 Consume New and Unfamiliar Content
Yes, it’s worthwhile to keep an eye on what your peers in the B2B marketing world are doing to stay informed and inspired. But I would also advise moving outside of your typical lane or comfort zone. Look into successful examples of B2C marketing campaigns to see how brands are connecting with their customers in empathetic, humanized ways. Watch a show or movie on Netflix that is beyond your usual genre mix. Play a story-driven video game. Read a new book.
Sameness, silos, and unrelenting routines can be destructive for creativity and productivity. As we like to say around here … Break free!
4 Unplug During the Weekend
Just as it’s important to have dedicated and uninterrupted work time, it is equally important to have dedicated and uninterrupted non-work time. The nature of our current situation is that work/life balance can be exceedingly difficult to maintain. If you can, try to keep the weekends to yourself.
This doesn’t mean you need to lay around and do nothing all day on Saturday and Sunday. In a recent post at Forbes on developing weekend habits to boost happiness and productivity, Syed Balkhi offers up ideas like going on solo “dates” and conducting weekly personal check-ins. The idea is to occupy yourself with enjoyable and invigorating activities, so you can return to the grind on Monday morning feeling refreshed and motivated.
Bottom line? It’s tough to be professionally productive if we aren’t personally content and fulfilled.
5 Manage Attention, Not Time
We recently helped our clients at monday.com put together a collection of tips on maximizing creative team output from a varied field of influential experts. All of the insights are worth perusing for those interested in the subject at hand, as is the accompanying guide, 7 Habits of Highly Productive Marketing and Design Teams. One concept that was raised multiple times in these contributions was a shift in mindset: from time management to attention management.
“The biggest challenge for getting important work done is not that we don’t have enough time. It’s that we have too many distractions,” said author and speaker Maura Nevel Thomas. “This is especially true for creative professionals who need to maximize their imagination, innovation, and inspiration. Instead of time management, focus on attention management.”
“One often-undervalued component of this is daydreaming,” she added, “which is when new ideas and insights form a necessity for creative professionals.”
This ties back to the first recommendation above. You may very well produce more (and better) output during the one hour in the evening where you can fully focus and commit yourself to the work, as opposed to three hours during the day where you’re being continually pulled away by family, emails, chat messages, and meetings.
[bctt tweet="“The biggest challenge for getting important work done is not that we don’t have enough time. It’s that we have too many distractions.” Maura Nevel Thomas @mnthomas" username="toprank"]
Find Your Edge and Finish Strong in 2020
Talent, tactics, technologies … they all contribute to successful results for B2B marketing organizations. But heightened productivity is that one difference-making intangible that can really set apart high-performing teams.
Finding and maintaining a strong level of productivity may require different mindsets and techniques than it did a year ago. Identify habits and routines that work for you and your teammates, get locked in, and produce your best work for the rest of the year and beyond.
What’s new at YouTube, and how are B2B marketers using the world’s largest video platform in creative and engaging campaigns?
Let’s take a look!
Google’s omnipresent YouTube brought in revenue of over $15 billion in 2019, has over two billion monthly active users (MAUs), and by some estimates is considered as the world’s number two search engine, making it nearly inescapable for B2B marketers seeking to host and promote video content. While not necessarily out of this world, YouTube’s orbit casts a wide swath in the B2B marketing universe.
During the pandemic, video and webinar content has seen the largest increase in views according to recently-released PathFactory survey data, leading the Association of National Advertisers (ANA) to suggest that “Now Is the Time for B2B Content.”
64 percent of B2B buyers have increased their use of online video during the pandemic, according to newly-released report data from Google and Ipsos, which has also showed a whopping 88 percent increase in the usage of digital marketing overall.
Another study by MediaPost and Bombora also saw increased interest in video during the global health crisis a move that’s not surprising considering the power of video to drive authentic engagement in as little time as possible, as we’ll see in our five examples from B2B firms using YouTube in creative ways. First, however, let's look into the latest news surrounding YouTube.
What’s New At YouTube?
YouTube just launched a beta trial of its new YouTube Shorts 15-second vertical video creation function presently only for users in India with a global rollout planned joining Instagram’s recent test of its similar Instagram Reels capability.
These short video features squarely spring from the popularity of TikTok, and have come at a time when the beleaguered company now sought for acquisition by Oracle* has faced significant challenges with its U.S. operations. Oracle’s proposed deal with TikTok owned by ByteDance, its parent company in China has met with initial approval by some advertisers.
Oracle, which has recently forged partnerships with firms including Zoom, may at first seem like an odd fit for the acquisition of an app dedicated to short-form video creation and sharing, however should it succeed in controlling TikTok’s U.S. operations it would undoubtedly lend a significant infusion of enterprise-level business exposure.
That could pave the way for increased B2B use of the type of short videos that can be created with TikTok, Instagram Reels, and YouTube Shorts, and with ever-more content being viewed on smartphones, vertical video undoubtedly has a massive audience.
YouTube which said that its Shorts feature provides a way to “discover, watch and create short, vertical videos on the YouTube app.” has allowed users worldwide to upload short vertical video using the #Shorts hashtag, which will feature Shorts videos on YouTube’s coveted homepage.
YouTube Shorts video can include music and feature multiple segments and playback speeds, along with timers for recording hands-free video, the firm said.
The rise of vertical video brought on by TikTok and now Instagram and YouTube may end up making the format another standard digital asset for B2B marketing design teams, with its own strengths in areas such as mobile, and weaknesses in others such as display on traditional desktop and non-smartphone devices.
On the advertising front, YouTube is planning to launch engaged-view conversions (EVC) metrics by the end of the year, bringing data on viewers who watch at least 10 seconds of a video ad and subsequently click away, yet nonetheless end up converting within a set number of days, YouTube recently noted.
“By the end of the year, we will make engaged-view conversions a standard way of measuring conversions for TrueView skippable in-stream ads, local campaigns and app campaigns,” Nicky Rettke, YouTube director and product manager of YouTube Ads, explained in a recent post on the Google Ads & Commerce Blog.
On the live-streaming front, YouTube has continued to embrace the multi-billion dollar esports vertical which is comprised of more than 400 million players globally offering a number of advertising opportunities for certain B2B brands.
Whether 2021 will see more B2B brands sponsoring esports players or events remains to be seen, however B2B marketers may be taking a closer look at opportunities in esports, as Rosalyn Page recently examined in “What Brands Need to Know about Esports.”
Live-streaming has also gained momentum in the relatively new area of streaming e-commerce, backed by firms including Amazon, and as Bloomberg News recently reported, the practice is expected to generate more than $100 billion in global sales in 2020.
While more video is being watched than ever due to the pandemic, a significant amount of video seen on social media timelines is viewed with the sound turned off, making it more important than ever to ensure all video content has quality subtitling available along with a #Captioned hashtag.
A good resource for information about video captioning for YouTube and elsewhere is Meryl Evans, an acknowledged “#Captioned pusher” and a fellow former bulletin board system SysOp.
In B2B marketing, YouTube video content doesn’t necessarily always need to be traditional camera footage, as alternative formats such as animation are becoming easier to create than ever before, as Victor Blasco, chief executive of Yum Yum Videos recently explored in “Making Animated Marketing Videos That Engage Customers.”
Now let's jump-cut to five recent examples of B2B marketers using YouTube to tell creative and engaging video stories.
1 HP’s Dear Future Me
In more ways than one storytelling is truly at the heart of powerful marketing messages, as witnesses in spades in HP’s new “Dear Future Me” video campaign, which offers a heartwarming spin on the practice of writing a letter to your future self, chronicling the stories of six recent high school graduates who wrote themselves such letters six years ago, when they were in the sixth grade.
As part of the campaign, HP’s landing page for the initiative offers a downloadable PDF form where anyone can write their own letter, and incorporates a “We can’t wait to meet the future you” message to end the first of the two-part series of mini-documentary videos.
The second episode lets current sixth graders write letters to their future 2026 selves, and shows them telling their own stories centered around the challenges of the pandemic. “Just try to remember: if you got through this year, you can get through anything,” one student encourages her future self.
HP’s YouTube video descriptions for the series include handy links to the other video in the series, along with an extra link to subscribe to the firm’s channel a simple yet often-overlooked practice that allows viewers who may have over years trained themselves to ignore YouTube’s own ubiquitous red “Subscribe” button.
2 Adobe's Honor Heroes
Adobe’s* “Honor Heroes” campaign, a collaborative global artistic effort to help support the battle against COVID-19, is centered around a single minute of video that has to date tallied nearly 3.5 million views.
During that one minute the work of artists and other creative people is shown, each piece inspired by the pandemic.
On Adobe’s YouTube channel the video’s description includes the campaign’s hashtag #HonorHeroes, and a link leading to a section of Adobe’s website with an image of each of the 116 people chosen as heroes, and a link to their respective Instagram profiles. The campaign’s video is also playable from the page.
Adobe ties the page into their own Instagram account as well, encouraging page visitors to see more about the heroes campaign using the same hashtag this time to link to their Instagram profile and specifically those posts utilizing the campaign hashtag a technique that can be effectively used to move customers to content on various brand social media channels.
The campaign was also featured on the company’s blog, offering additional context about the campaign with insight from some of those involved, a donation link to the Direct Relief organization, and an embedded instance of the campaign’s YouTube video.
3 Constant Contact's Power Hour
Constant Contact regularly publishes video content to its YouTube channel sometimes releasing up to 12 videos weekly making it an important part of the firm’s social media efforts.
Recent videos have included answering frequent customer questions, spotlight videos on businesses using the platform, a “Pro Series Power Hour” featuring ABC’s Shark Tank star Kevin O’Leary, customer success stories, and a visual series dedicated to using various elements of the firm’s service.
For Kevin O’Leary’s video, Constant Contact has used a detailed description of the spot, with a link to learn more on their website’s blog along with links to five of the firm’s social media profiles.
4 Deloitte's A World Reimagined
In Deloitte's “A World Reimagined: The 2020 Global Millennial Survey” video, the effects of the pandemic on young people in the millennial and Gen Z demographic are visualized and brought to life, highlighting their energy for building a better world.
In addition to watching the video, a micro-site for the campaign allows visitors to download the related report which surveyed more than 18,000 millennials and Gen Zs across 43 countries view a replay of the initial live-stream video event related to the effort, and offers an infographic for download and sharing.
The site also includes a Twitter stream of tweets centered around the campaign’s #MillennialSurvey hashtag.
In its “EY Megatrends 2020 and Beyond” video, Ernst & Young looks ahead to future trends and their overall larger meaning one of its numerous YouTube channel videos exploring the firm's service offerings and helpful financial-related insight.
Ernst & Young also uses its YouTube profile to share how it has responded to COVID-19, to announce its world entrepreneur of the year, and to archive its live-streaming video from LinkedIn* Live.
Maliha Aqeel, director of global communications at Fix Network World and former assistant director of brand marketing and communications at Ernst & Young, sat down with our senior content marketing manager Joshua Nite to share a look at the role of B2B company culture in driving employee and customer satisfaction, in "Break Free B2B Series: Maliha Aqeel on How to Ace B2B Company Culture."
[bctt tweet="Marketers and communicators within organizations have to take the charge. Our job is to take all of those values and say, 'Here's how it could look. Here's how the intangible becomes tangible.' @MalihaQ on #CorporateCulture #BreakFreeB2B" username="toprank"]
YouTube offers much more to marketers than simply being the default spot to host and play back video, with ample social features for B2B brands to highlight other channels to follow, threaded viewer commenting if wanted, the forthcoming YouTube Shorts format, an ever-increasing number of ad formats and placement options, and remains a powerful platform for B2B influencers to engage their audience.
We hope you've gained at least a few new ideas from looking at the latest news about YouTube, and that you'll find inspiration from the five fine examples we've explored from HP, Adobe, Constant Contact, Deloitte, and Ernst & Young.
Video is only one facet of a well-rounded B2B marketing strategy, yet one that plays an important role in campaigns that attract, engage, and convert. Find out why firms including Adobe, LinkedIn, SAP, AT&T, Dell, 3M and others have chosen to work with TopRank Marketing drop us a line.
* Oracle, Adobe, and LinkedIn are TopRank Marketing clients.
If the 1982 movie Blade Runner and its dystopian depiction of what the world would look like in 2019 were accurate, this is what we’d have been living through last year:
Needless to say, our predictions of society’s future state, and technology’s long-term evolution, are not always on the money. While certain aspects of Blade Runner’s vision might’ve been frighteningly accurate, Los Angeles is not yet inhabited by flying cars or giant video advertisements projected onto the entirety of skyscrapers.
With that said, today’s marketers can much more easily look ahead to 2021 suddenly only a few short months away and make educated guesses about what the year will hold. Many of the marketing technologies that will transform business and drive strategies are already on the rise, if not gaining mainstream traction.
Martech 2021: 5 Trends to for B2B Marketers to Watch
Businesses and marketing departments might be facing spending restrictions and budget cuts amidst the turmoil of 2020, but marketing technology is not an area that’s widely being affected. On the contrary, in fact: The latest Pulse Survey from ClickZ found that marketing technology budget shares rose from 32% to 42% between May and late July.
Where are organizations investing, and which technologies will rule the roost in the coming year? Here are five evidenced trends I’ll be following:
1 Content experiences are at the forefront
In ClickZ’s research, this is the category that was leading marketing technology’s growth here in 2020.
“People being indoors and looking for new ways to educate themselves about the current climate and consumer content can safely be considered as one of the reasons businesses are tirelessly looking to enhance their target audiences’ experience,” wrote Kamaljeet Kalsi.
This isn’t such a novel concept TopRank Marketing CEO Lee Odden was among those preaching experiences as the future of content marketing many years ago but technology is continually improving our ability to deliver content in ways that are more interactive, immersive, and impactful.
I think back to last week’s blog post on storytelling, and Joseph Gordon-Levitt’s assertion that video games offer the most promise on this front. Technology will continue to bring more capabilities to the table in terms of gamification, interactivity, and innovation.
Making content consumers feel like participants rather than onlookers holds the key to heightened engagement.
2 Facilitating a socially distant world
Will there be in-person events in 2021? It’s possible but doesn’t feel very likely right now certainly not at the scale of annual conferences and summits we’ve come to love. As brands keep working to build relationships with prospects and customers from a distance, technology will need to do much of the heavy lifting.
We’ve already seen some great new tools and capabilities arise this year in terms of teleconferencing, live-streaming, and virtual events. What else might emerge, with a litany of tech companies now centering their focuses on what has suddenly become a ubiquitous need?
In a way, this development helps to level the playing field for smaller businesses. While it may not be feasible for a startup sales enablement shop to organize a massive gathering like Dreamforce, bringing people together through interactive virtual events is a different story. In fact, this format can actually make it easier to follow up, convert, and attribute results concretely.
It’s not just about technology that helps engage customers from afar. It’s also about technology that helps marketers collaborate and work together in distributed settings. And adopting these tools will benefit companies and agencies long-term, because the remote work trend was already on the rise long before COVID struck.
In 2021, marketers will truly equip themselves for the future of work. We’re already well on our way; according to a recent survey, “companies reported that responding to the new circumstances of the pandemic accelerated their digital communications strategy by 6 years on average.”
[bctt tweet="“As brands keep working to build relationships with prospects and customers from a distance, technology will need to do much of the heavy lifting.” Nick Nelson @NickNelsonMN" username="toprank"]
3 Data privacy and cybersecurity gain urgency
Data exploitation became a huge story after the 2016 election, and I regret to inform you it’s likely to bubble up again this fall. Even outside of that, cybersecurity has been a growing concern for many years and becomes all the more pertinent as customer data is increasingly decentralized and cloud-based.
While these matters have often fallen under the purview of IT in the past, marketing needs to have a seat at the table and a voice in the discussion. Sending a convincing message that it’s safe to do business with your brand sensitive data won’t be shared, lost, stolen, or misused and backing it up is essential to building trust in the new world of business.
The beauty of this vast landscape is that marketing technologies now exist to address almost any need imaginable. The downside, of course, is that the sheer volume and range of options can feel completely overwhelming. The balance between not enough martech and too much martech is a delicate one.
In the near future, streamlining will be the name of the game. How can you carve down your tech stack to the true essentials? Which solutions can cover multiple needs for your team? How can you solicit a continuous feedback loop so users are able to openly communicate when a tool isn’t working for them, and action is taken rapidly?
Finding the answers to these questions will help marketing organizations find greater efficiency and effectiveness with martech in 2021.
[bctt tweet="“The balance between not enough martech and too much martech is a delicate one.” Nick Nelson @NickNelsonMN" username="toprank"]
5 Artificial intelligence keeps growing and embedding
The buzz around marketing technology seems to vary from month to month, with a new category or niche entering and then exiting the spotlight. One that never seems to lose its luster, however, is AI. This is because the technology is powerful and endlessly applicable.
We already see AI being widely leveraged in modern marketing strategies chatbots, predictive analytics, deep learning, etc. but the potential remains so much greater, and I believe we’ll continue to see it realized in the coming year. One threadline I’ll be keeping a close eye on is formative AI, cited as a trend driving Gartner’s hype cycle of emerging technologies in 2020.
“Formative AI is a type of AI capable of dynamically changing to respond to a situation,” according to Gartner. “There are a variety of types, ranging from AI that can dynamically adapt over time to technologies that can generate novel models to solve specific problems.”
How could formative AI come into play for marketing in order to drive more personalized and memorable B2B marketing experiences? Go ahead and dream on it. That’s what separates us from the machines, after all. (Or at least one of the differences pondered by Blade Runner and its source material.)
Marketing Technology Will Always Have Its Place
This chaotic year of 2020 has served to reinforce the immense value of technology in my day-to-day. Without having easy access to chat apps, video-conferencing platforms, shared documents, and other digital tools, a day in the life of a content marketer during the pandemic would be far more challenging and inefficient. Instead, I’m basically able to do my job seamlessly without much disruption, other than the lack of seeing my coworkers’ faces IRL.
I do miss that very much, and for all the talk about technologies to watch in 2021, I’m most hopeful for a return to semi-normal human interaction and physical proximity. Up until then, and after, martech will help us continue to keep audiences (and ourselves) educated, entertained, engaged and connected through the digital space.
I don't know about flying cars or skyscraper billboards, but I can say with confidence that the future of marketing and its technologies is going to look a lot more like 2020 than any years preceding.
Veel Nederlanders vinden Biden te oud om president te worden, maar we moeten juist blij zijn De coronacrisis versnelt de drie trends die het Westen voor het uitbreken van de pandemie al voor een reusachtige uitdaging plaatsten: de opmars van China, de macht van Big Tech en de alsmaar groter wordende inkomens- en vermogensongelijkheid. Zonder overdrijving zijn China, Big Tech en de mondiale elite, dat wil zeggen de 1 procent rijkste mensen ter wereld, de grote winnaars van de pandemie. Tue, 20 Oct 2020 12:19:00 GMT
Millennials have been labeled the "unluckiest generation in U.S. history" after the one-two financial punch of the Great Recession and the pandemic shutdowns.
A recent survey found that about a third of millennials felt financially unprepared for the pandemic and have begun saving.
To achieve financial freedom, millennials will need to take control of their finances and reinterpret their relationship with the economy.
It can be tempting to look at the economic history of the last two decades and derive a certain lesson. That lesson being: The millennial generation is screwed. The Washington Post even tagged millennials as the "unluckiest generation in history."
It's understandable why the punditocracy would think this. Born between 1981 and 1996, millennials exited school and entered work right into the Great Recession. The recession forced many millennials to postpone financial milestones such as marriage, buying a home, retirement savings, or even reliable employment. That global setback quietly became a generational one. While the baby boomers and GenXers recovered their lost wealth relatively quickly, millennials couldn't and became the first generation with a standard of living lower than their parents'.
A decade later, millennials face the pandemic shutdown. Although we can't say with certainty how the pandemic will affect us in the long-term, early forecasts suggest millennials will again take the brunt. Pew Research Center data, for example, suggest that about a third of millennial-aged homes have had someone in the household lose a job, while Bureau of Labor Statistics (BLS) data forecast millennials suffering longer stretches of joblessness.
"Millennials are in a fundamentally different economic place than previous generations," Reid Cramer, director of the Millennials Initiative at New America, wrote in "The Emerging Millennial Wealth Gap. "Relatively flat but volatile incomes, low savings and asset holdings, and higher consumer and student debt have weakened their finances. The Millennial balance sheet is in poor shape."
Taking control of bad luck
According to a recent survey by The Manifest, a business news website, millennials agree with Cramer. The study found that, of millennials surveyed, their largest expenses were housing (66 percent), educational expenses (9 percent), and health insurance (6 percent). In light of the COVID-19 pandemic, millennials are using the remaining 19 percent of their paychecks to budget and increase their savings.
About a third of millennials said they are saving more money in response to the pandemic and creating new budgets for themselves. In fact, of all generations surveyed, millennials felt the most comfortable creating personal budgets. They were also willing to think critically and adjust budgets to match financial changes, both signs that this highly-educated generation is willing to learn and adapt.
Millennials still have a rough road ahead, though. According to the survey, about half of millennials make less than $50,000 a year. That puts them into the upper-lower or lower-middle income class, depending on where in the country they live. That matches BLS data, which shows millennials earning less than older non-millennials. The BLS also notes that while millennials have less debt than GenXers, most of that is student loan debt rather than mortgages.
And despite their budgetary plans, only 11 percent of millennials surveyed were able to stay within budget, while uncertainty still looms in the future job market.
With all this said, there are caveats to The Manifest survey. It hosted a relatively small sample size, only surveying 502 Americans. Of those, millennials made up 22 percent of respondents. They weren't even the largest cohort in the study. That was the baby boomers at 32 percent.
This makes the survey more suggestive than indicative. But the suggestion is that millennials, to borrow a phrase from writer Vicki Robin, are ready to reinterpret their relationship with finances.
A push for financial freedom
While budgeting and financial savvy have always been important, the millennial generation will need to be far more critical of their relationship with the economy. What Robin calls the old roadmap the idea that "growth is good, more is better, game over" is unlikely to support millennials as it did past generations. They'll need a new roadmap, charting both a new macro (the relationship between our economic and ecological footprints, for example) and micro (our individual relationships with money).
Because the macro is a whole other article, we'll stick with the micro here:
1) Track and cut your spending
The first step to financial freedom is to track your spending and cut unnecessary purchases. For Robin, these are often the things, services, and subscriptions that we buy out of habit, but we no longer consider whether they add value to our lives.
A pernicious modern example is the subscription economy. We subscribe to services for food, clothes, television, exercise, self-help, video games, bric-a-brac, computer programs, and on and on. These services quickly fade into the financial background as just another bill we pay.
But if we watch Netflix nine times out of ten, why pay for Hulu and Disney+ and HBO Max and CBS All access? Instead, every month or so, we should scrutinize our subscriptions to ask whether they still add value to our lives. If they don't, unsubscribe.
2) Kill your debt
Debt doesn't just take away money we could save elsewhere; it's also a self-replicating devourer of wealth. Your debt interest rates are almost certainly higher than your investment returns, especially on credit cards. Because of this, no matter your saving rituals, you're likely bleeding wealth the longer you remain in debt.
Instead, focus on removing debt from your life. Again, credit card debt especially. The good news is that most companies have hardship programs to help debtors. You can call them to see if they can lower your interest rates or provide other helpful services.
"Financial accommodations are generally readily available right now," Amy Thomann, the head of consumer credit education at TransUnion, told the New York Times. "Lenders, just like consumers, understand the hardships that are going on in the economy."
3) Have an emergency fund
Of course, you'll need some savings when the unexpected happens. Say I don't know a worldwide pandemic? Experts like Robin and Thomann recommend people have three to six months' worth of expenses on reserve. These should be in liquid assets so you can access them easily and quickly.
Of course, that's not always feasible, but you should save what you can.
4) Find social outlets that don't cost
The economic shutdown has offered one financial boon: It has revealed ways we can enjoy each other's company with overspending. We can host movies remotely with our friends. Play video games online. Enjoy physical-distance strolls through the park. And a host of other creative connections. After the pandemic, the occasional bar hop or Friday dinner out can still be a guilty pleasure. But unlike sitcom characters, we shouldn't be spending our social lives on the set of our favorite coffee shops or local watering holes.
5) Reconsider your relationship with money
Robin pushes her readers to be financially free. That is, to understand that there's an economy, people have a relationship with it, but it shouldn't become an obsession that runs their lives. As she told Big Think: "It's like there are so many presumptions that drive us into wage [slavery], and it doesn't matter whether you are at the low end or the high end. If you are engaged in that sort of anxious process of 'more, more, more,' you are not free."
The millennial generation has certainly been dealt a bum hand, but it's perhaps defeatist, and more than a little premature, to label them the unluckiest generation. Perhaps after being led astray by the old roadmap, they will be the generation to reconsider their relationship with money not as an end itself but a means to a healthier and more beneficial life.
Global warming is making it difficult to organize sporting tournaments, but it's an even greater threat to small local clubs. Meanwhile, Big Sport is taking the lead in climate hypocrisy.
This is a good time for last year's snow. Not long ago, this term was used to describe something that has no meaning, that doesn't concern us, that has no value. As the temperature has risen, the situation has changed. The 2014 Olympics in Sochi didn't happen on the freshest of snow, nor did countless World Cups in alpine, freestyle and cross-country skiing, and ski jumping. We're getting better and better at preserving last year's snow; snowfarming is helping winter sports and the resorts that live off of skiers and snowboarders to hang on. But only to hang on.
Since 1924, the Winter Olympics have been held in 21 cities. Scientists are sounding the alarm that even with a reduction in greenhouse gases, by 2050 eight of them will be unable to host the event. It's not just about the games themselves. Organizing an event once every four years isn't a problem. But who's going to compete if there's no place to train? When mass schussing and trekking on skis becomes impossible, the number of professionals will drop. Perhaps downhill and cross-country skiers don't face the fate of potters, typesetters and saddlers, but their situation is certainly unclear. "You can essentially kiss winter sports goodbye in the not-too-distant future," said Niclas Svenningsen of the UN. "You can basically only have winter sports in high-altitude alpine regions for a very limited period of time in the year."
So the sports business is one of the victims of the climate catastrophe. But at the same time, they're not doing much to counteract it.
The poorest will pay first
"It's clear that the 2020 games shouldn't be held in the middle of summer," Professor Makoto Yokohari of Tokyo University said a few months ago. After the outbreak of the coronavirus pandemic, the world's largest sporting event was postponed for a year, but was still planned for late July and early August. So Yokohari's objection remains relevant.
It's still possible to attempt to understand the International Olympic Committee's (IOC) choice of Tokyo as the athletes' destination: it made the decision in 2013, when climate awareness was lower. But since then, knowledge has increased – along with the temperature. Nobody considered changing the dates, even though already six decades ago it was clear that Tokyo is too hot and humid in the summer. That's precisely why, in 1964, the Olympics in the Japanese capital were held in October. The difference is that back then the IOC wasn't as dependent on money from television, and America's NBC (which is paying $7.75 billion for the rights to broadcast the games in 2020–2032) didn't want to hear about a change in the date. Because in October, the NFL's American football season is in full swing, and Major League Baseball is reaching the climax of the season, both of which would definitely hit viewership. But in the summer, the games don't have any competition.
So the Olympic authorities are concentrating on limiting the risk of tragedy. That's no exaggeration, considering that last year in late July and early August the average temperature in Tokyo was 33°C (topping 40° on the hottest days), and humidity reached 80%. In just those two weeks, 200,000 people ended up in hospital as a result of the heat, of whom 70 died.
The gravity of the situation is best shown by how the marathons and walking events have been moved to Sapporo, Japan's capital of winter sports. But it's not clear why these competitions were chosen, while those sentenced to compete in the heat include long-distance swimmers (the water temperature in Tokyo Bay exceeds 30° in August), kayakers, golfers and all others who compete outdoors. After last year's junior kayaking world championships – held in the same place where the Olympics will be – several competitors ended up being treated for heatstroke. "That was the warmest race I've ever done," said the Tunisian Oussama Mellouli, a three-time Olympic medallist in swimming. "It felt good for the first two kilometres, then I got super overheated."
The weather during those events was also a threat to the fans, which is why the IOC has earmarked as much as $92 million to fight the effects of the heat. That will pay for water curtains and cooling tents next to the venues. The fans were to receive head coverings and bottles of water to take into the stands. That's new; earlier it was banned because of the risk of terrorism.
Let's say it again: the Olympics are a party, so every four years people think something up, clench their teeth and introduce extraordinary measures. In fact, the IOC has announced that when choosing the next host of the games, it will take into account the changes caused by the climate catastrophe. Paris, which will welcome the athletes in 2024, and Los Angeles (2028) have time to prepare. Later organizers will be required not just to ensure the competitors have stadiums, fields, arenas and swimming pools, but also to guarantee something as basic as conditions for competing.
Everyday sporting life is a much greater challenge. That's true here and now, not in some undefined future. In recent months, Hurricane Ciara caused the cancellation of football matches in Belgium, Germany, the Netherlands and England; heat forced the shortening and cancellation of bicycle races and interrupted tennis matches; floods destroyed pitches. Today, this last problem affects small stadiums, where amateurs or semi-professionals play. But first, such problems are adding up, and second, the destruction can be so great that it threatens the clubs' very existence, which is important for their local communities. Tadcaster Albion from northern England, who play in the seventh league, estimated the costs of repairing its flooded field at close to £40,000. The club couldn't afford it, and was threatened with bankruptcy. Its fans came to the rescue, organizing a crowdfunding campaign. Real Madrid, Barcelona, Bayern Munich and other football corporations with turnovers of hundreds of millions of euros wouldn't even feel the costs of rebuilding a flooded pitch. And they'll certainly be able to afford to defend against the effects of global warming. Here, sport reflects a more widespread phenomenon: according to a recent UN report, the consequences of the climate disaster will be felt fastest and most deeply by the poorest.
No plastic, but planes
At the start of the year, Olympique Lyon's official Twitter account posted a picture of players boarding a plane that was to carry them to a match with Paris-Saint Germain. Lyon is barely 400 kilometres from the French capital, just two hours by train. French Green MEP Karima Delli described the clubs as: "The only ones who do not feel concerned by the climate emergency!"
And that's not even the most drastic example. Parisian footballers also flew to a match with Dijon (300 kilometres, 1.5 hours by train). At the same time, the club's bus drove that route empty – to pick them up from the airport. Real Madrid's players have even flown to matches 200 kilometres away in Salamanca and Valladolid, emitting 2.7 tonnes of CO2 each time. If they had taken the train, it would have been 0.35 tonnes.
The clubs explain that they choose to fly because that gets the players to their destination in the best form. They cite the decade-old example of how the Eyjafjallajökull volcanic eruption meant that Barcelona had to travel by bus to Milan for the Champions League semi-final with Inter. After 13 hours on the road, they lost 1:3. But this example contains more magical thinking than rational argument. That journey was organized at the last minute; if they had decided on ground transport earlier, it would certainly have been possible to ensure comfort for the players. Nobody is demanding that clubs give up air travel overnight, but they could significantly reduce it.
That's important, because footballers spend almost as much time travelling as they do on the pitch. In recent decades, footballing authorities have been guilty of immoderation, increasing the number of games without considering the limitations of the human body and the calendar. In the early 1990s, there were eight teams in the group phase of the Champions League; now there are 32. The European Championships had eight teams; today, as many as 24. The World Cup brought together 24 teams; in 2026 there will be twice (!) as many. This has long since ceased making sporting sense, but the more matches, the more money from television, and the more participants there are, the happier the national associations are. And a happy association will gladly vote to re-elect the current authorities.
But organizing these bloated tournaments is hard, as demonstrated by the next European Championship (also postponed to next year), planned in 12 cities from Baku to Dublin, from Saint Petersburg to Rome. In the first phase alone, a Polish fan would have to travel at least 6000 kilometres (Warsaw-Dublin-Bilbao-Dublin). If they advance to the knockout stage, Jerzy Brzęczek's players could end up in Budapest (another 2300 kilometres). The rulers of European football say that in flying here and there the players, fans and VIPs will produce 425,000 tonnes of CO2. But after the tournament ends, UEFA will pay to plant more than 10,000 trees in the host countries. Still, bearing in mind that the last tournament, held only on French pitches, was responsible for 517,000 tonnes of CO2 emissions, the estimates for next year's event are, to put it lightly, optimistic, and according to climate activists, not credible. "Planting trees is great, but planting trees and then leaving does not resolve the problem," said Andrew Welfle from the University of Manchester.
The championships spread out over a dozen European countries are one of many examples of football authorities' thoughtlessness and lack of imagination. They're capable of adopting pro-climate solutions only by chance.
Take the next World Cup in Qatar, which will be different from all previous ones. The first one on the Persian Gulf, the first one planned for November-December, and finally the first in such a small space. The longest distance between two stadiums is measured in the tens of kilometres, and they're all connected by Metro lines, so this will be the first World Cup that's not only plane-less, but also car-less. But it's not like the satraps of football chose this location out of concern for the climate. They got millions in bribes from the Qatari authorities. (Thanks to investigations by German and British journalists, there isn't the slightest doubt about this.) In fact, at the start they even insisted that the tournament would happen in the summer. They gave up on that only when it turned out that neither the fans nor the players could survive Qatar's summer temperatures, which approach 50°C.
In many ways, the 2026 World Cup will be at the opposite end of the scale. The event has never been held over such a large area. The tournament in Canada, the US and Mexico will generate as much as 3.6 million tonnes of CO2. FIFA chose the hosts in mid-2018, when you had to be exceptionally knowledge-resistant not to notice what was happening.
It's worth keeping an eye on football, because it sets the trends, and other sports copy its solutions unthinkingly. In the 21st century, the European championships have swelled in volleyball, handball and basketball. Tournaments organized everywhere and nowhere have become a regular occurrence. Strewn across four countries from Finland to Turkey and from France to Latvia, they force air travel, though there's no reason not to organize these events in a smaller number of countries, over a smaller area.
To be clear: neither football nor sport in general is responsible for the climate disaster. Even if footballers, basketballers and volleyballers didn't exist, the situation would be tragic. The point is the hypocrisy. The football corporations – starting with UEFA and FIFA, down to local clubs – have calculated that the fight against global warming is good for their image, so every so often they announce that they maintain pitches using water-conserving techniques, they don't sell food in plastic packaging at their stadiums, they equip the players with green tops to remind us of the environment. Then they pack them into planes to fly to a match just down the road.
Bailing out with a teaspoon
In the Pyrenees, they say they've swung it. The authorities of Luchon-Superbagnères, which lies just above the Spanish border and a bit below Toulouse, sent helicopters to fight the climate catastrophe. Last winter, there was so little snow on the slopes (it would have been difficult with the temperature hovering around 10°C), that the resort had lost its reason to exist. When the school vacation season was approaching, local authorities rented a helicopter to bring 50 tonnes of snow to the summit. In the local budget, the operation will look like a great deal: the cost came in at €6000; without snow, the losses would have been tens of times higher.
Ecologist Patrick Jimena wrote on Facebook that this calls to mind bailing out a boat with a teaspoon during a tsunami. But this bon mot doesn't communicate the essence of the matter, which is that sending a helicopter with an internal combustion engine into the mountains will mean that in a few years it will have to fly even higher to find snow. And someday snow won't be found, even on the highest peak.
The way of thinking found in Luchon-Superbagnères is also in effect at the highest echelons of the sporting business. There are those who count on outdoor disciplines surviving thanks to air-conditioning. They completely fail to notice that cooling equipment only worsens the situation.
Others count on artificial snow saving winter sports. Of course, we're better and better at making it; we don't even need temperatures below freezing, but we do need water. And that's also running out, on a micro and a macro scale. Today, Poland is one of the countries with the lowest water resources in the EU; according to Science, in 2050 as many as five billion people may have difficulty accessing drinking water.
It's just as naive to count on bringing all winter sports indoors. There are plenty of covered ski slopes, in Dubai, Madrid, New Jersey and in Druskininkai near the Polish border. The greatest number has been built in China, which is preparing to organize the next Winter Olympics. But they're all still just a curiosity; they won't rescue professional competition.
So once again, it turns out that sport is no better and no worse than the environment in which it functions. Awareness of the ongoing climate disaster is widespread; we feel its effects every day. But nothing is changing: we're putting more and more greenhouse gases into the atmosphere; in the centre of Europe, elections are being won by groups that pretend the problem doesn't exist; in the autumn, a climate denier may be elected for a second term as US president. The sporting authorities – regardless of whether we're talking about football, the Olympics or basketball – are also at the stage of 'it'll work out somehow'. And actually, nobody knows what more would have to happen for this 'somehow' to turn deadly. Not just for athletes, trainers and fans, but also for the organizers themselves.
You don't need to be an expert in graphic design, debugging, or Django logging to understand the profit potential in digital art. What was once a strange, little-known corner of the commercial art market has gone mainstream. Take a stroll down any big-city's art walk on a cool Friday night and you'll see all sorts of interesting new items that portent huge changes in what people buy to decorate their homes.
Only a decade ago, digital art purveyors were almost unheard of in galleries, on art walks and in places where local craft people display their wares. Now, it's sometimes hard to spot the digital creators from the old-fashioned oil painters and sculptors. Here are some of the biggest areas where digital art has made inroads into the for-profit art market:
Prints
No other area of modern commercial art has been so affected by digital design as prints. Perhaps it's just common sense. Prints have been machine-pressed for decades and always involved more technology than other fields of art. When digital printing became commercially viable for large, high-quality works of art about a decade ago, there was no looking back. Even after an original print of, say, a painting is made, artist can use various digital techniques to add or subtract to what's already on the paper.
Abstract Portraits
Portraiture is one area where digital and traditional art has combined in a wonderful, mind-expanding way. Many artists begin with a digital print, blow it up to a huge size and work with it from there, adding paint or other mediums to it to create unique pieces. This trend has been most successful in portraits, works that include the human face as the focal point. Galleries have opened up to the trend as well, often combining traditional portrait showings with pure digital shows and hybrid works. For digital artists, the human face has a special sort of intrigue.
Sculpture
With the advent of digital 3D printing, many people thought the sculpture market would dry up, but it's done exactly the opposite. Now there are just more options for the art buyer. The digital art craze within the field of sculpture has taken off in Asia more than anywhere else. Designers are awash in commissions to come up with busts, abstract pieces and historical works for public and private spaces.
Home Decor
Ask any interior decorator and you'll learn about the commercial power of digital art. Many upscale homes now opt for digital artworks for large walls and living areas. A current sub-trend is altered photographs, both original and public domain works. This type of digital creativity has been around the office scene for a number of years but is now trickling down into the real estate market. Walls that once held abstract acrylic landscapes and portraits now feature wild scenes that test the vision and challenge the mind. Think of Escher, Dali and Einstein collaborating on a gigantic altered photo and you have a rough idea of the kind of digital works that decorators pine for.
Leef bewust met technologie & raak niet afgeleid [stappenplan] Hoe vaak lukt het jou om je volledige to-dolijst af te vinken? En om gefocust aan één taak te werken? Waarschijnlijk ‘lang niet altijd’ en ‘zelden’. Je bent niet de enige. Vaak geven we technologie de schuld, maar daar ligt het echt niet aan. Gedrag dat we tegen beter weten in toch doen, bestaat al […] Wed, 07 Oct 2020 12:00:00 +0000
Werkgeluk is meer dan goede koffie en een fijne sfeer Werkgeluk is tegenwoordig een belangrijk onderwerp. Het betekent niet dat iedereen blij door kantoren moet huppelen, de drijfveren liggen veel dieper. Als je het ervaart moet er meer kloppen dan alleen goede koffie en een leuke sfeer. Sterker nog, je kunt werkgeluk ervaren terwijl je het druk hebt en pittig werk doet. Maar hoe stimuleer […] Wed, 07 Oct 2020 09:00:00 +0000
Arie van Bennekum: “Echte verandering? Geef werknemers vertrouwen en zet kleine stappen” De techniek is er. En sinds de coronacrisis zien we hoe snel we veranderingen kunnen doorvoeren. Maar hoe gaan we dat in ons voordeel laten werken, zodat het bijdraagt aan bedrijfsdoelstellingen? “Geef werknemers autonomie en werk kortcyclisch,” zegt agile thought leader Arie van Bennekum. Arie van Bennekum is een van de 17 grondleggers van agile […] Wed, 07 Oct 2020 06:00:00 +0000
Bas Smit laat zien dat je als merk vaker ‘gewoon iets goeds’ moet doen In een tijd waarin Instagram-influencers vooral het nieuws halen door twijfelachtige hashtags en polariserende uitspraken, laat Bas Smit zien dat het ook anders kan. Zijn nieuwste actie leverde hem een miljoenenbereik op aan free publicity en, nog vele malen belangrijker, binnen 36 uur een opbrengst van meer dan 600.000 euro voor het Prinses Máxima Centrum […] Tue, 06 Oct 2020 12:00:00 +0000
Scrum-participatie: van pauzenummer naar sprintjes trekken Met de Omgevingswet om de hoek en flinke druk vanuit het Klimaatakkoord ontkomen communicatieadviseurs er niet meer aan: er moet geparticipeerd worden. Vaak zien ze participatie als pauzenummer. Maar scrum-participatie is altijd te verkiezen boven zo’n hit-and-runstrategie. Participatie als pauzenummer Een participatietraject wordt vaak snel op touw gezet. Inwoners krijgen maar even de tijd om […] Tue, 06 Oct 2020 09:00:00 +0000
Google komt met Web Stories: maak visuele verhalen SEO-proof Geen Instagram-, YouTube- of LinkedIn-story’s, maar Web Stories! Als het aan Google ligt, zien we deze nieuwe manier van content delen straks ook terug in de zoekmachine. De eerste nummer 1-posities voor deze verhaalvorm zijn al gespot. Wat zijn Google Web Stories precies, hoe maak je ze en hoe combineer je Web Stories en SEO, […] Tue, 06 Oct 2020 06:00:00 +0000
Lezersonderzoek 2020: dit is jullie mening over Frankwatching Wat vind je goed gaan bij Frankwatching, wat kan er beter? En wat mis je nog in ons aanbod? We vroegen het aan onze lezers: dit zijn de belangrijkste insights uit het Lezersonderzoek 2020. Allereerst, iedereen die heeft meegedaan aan het lezersonderzoek: bedankt! 629 mensen vulden het (lijvige) onderzoek helemaal in. En ook bedankt voor […] Mon, 05 Oct 2020 12:00:00 +0000
Organiseert jouw bedrijf nog geen event(s)? 3 redenen om hierin te duiken Red Bull wordt niet alleen geassocieerd met het drankje, maar vooral met de reeks bizarre events die ze hosten of sponsoren. Denk aan events als Red Bull Cliff Diving, Red Bull Air Race en Red Bull Crashed Ice. Deze marketingstrategie rondom events geeft het bedrijf wereldwijd ontzettend veel roem. Hierdoor is het inmiddels een van […] Mon, 05 Oct 2020 09:00:00 +0000
Onvergetelijke marketinglessen die ik leerde van de fatale fouten van bedrijven Gerald Ratner kon begin jaren ’90 beschreven worden met één woord: succesvol. De ambitieuze Brit had in 6 jaar de juweliershandel van zijn vader uitgebouwd tot een miljardenimperium. Ratners Group telde maar liefst 2000 winkels in het Verenigd Koninkrijk en de Verenigde Staten. Maar op 23 april 1991 veranderde dit binnen het tijdsbestek van enkele […] Mon, 05 Oct 2020 06:00:00 +0000
3 principes waarmee je verbinding op afstand wél voor elkaar krijgt Verreweg de grootste uitdaging waarvoor organisaties staan nu er meer dan ooit op afstand wordt gewerkt, is het creëren van verbinding. Remote werken betekent minder sociale interactie. Medewerkers voelen zich geïsoleerd, missen collegialiteit en eenzaamheid ligt op de loer. Verwonderlijk is het niet dat bij werken op afstand verreweg het grootste gemis de sociale interacties […] Sun, 04 Oct 2020 07:00:00 +0000
10x populair: seasonal SEO, profielverrijking & de verbluffende cultuur van Netflix Heb jij de dubbele verificatie voor LinkedIn al ingesteld? Deze instelling kan identiteitsdiefstal en onbevoegde toegang tot gevoelige informatie voorkomen. De meeste ‘hacks’ vinden namelijk plaats vanaf onbekende apparaten. Deze tip, en nog veel meer tips, vind je terug in de populairste artikelen van september. 1. Nieuwe LinkedIn-instellingen: waar moet je (nog steeds) op letten? […] Sat, 03 Oct 2020 07:00:00 +0000
Kamales Lardi over de toekomst van werk: “focus op klant, data & duurzaamheid” “Grijp deze kans om op opnieuw te kijken naar je business-strategie,” deelt digitale transformatie-expert Kamales Lardi. “Zorg voor een dynamische en flexibele werkomgeving, ondersteund door de juiste technologie. En zet je klant, data en duurzaamheid daarbij voorop.” Kamales Lardi komt oorspronkelijk uit Maleisië en woont en werkt sinds 2005 in Zwitserland. Kamales is een erkend […] Fri, 02 Oct 2020 12:00:00 +0000
Wil je verandering? Een lesje in eenvoud [5 tips] Projecten en veranderingen zijn in het bedrijfsleven vaak lekker onduidelijk en slaapverwekkend langdradig. Bij de start ga je nog met frisse moed en een kraakheldere planning aan de slag. Maar vaak al voor de eerste helft, zuig je hopeloos in de modder vast. En vergaderingen? Veel van deze verplichte zittingen hebben in het slechtste geval […] Fri, 02 Oct 2020 09:00:00 +0000
Digitoegankelijkheid: wordt dat nog wat? Vorige week haalden we opgelucht adem. Bij geen van onze overheidsklanten was een arrestatieteam binnengevallen. Niemand had zelfs maar een boete gekregen. Op 23 september hadden alle overheidswebsites moeten voldoen aan de norm voor digitoegankelijkheid. Maar wetende dat op veel plekken de boel nog niet op orde was, hielden wij vorige week maandag onze adem […] Fri, 02 Oct 2020 06:00:00 +0000
4 factoren om van jouw webshop een succes te maken De groei van online verkopen steeg het afgelopen halfjaar harder dan ooit tevoren. Natuurlijk heeft dat alles te maken met de corona-pandemie. Is dit een eenmalige piek? Dat lijkt niet zo. Met de sluimerende tweede golf, en alles wat daarna nog komt, weten we eigenlijk dat we in het ‘nooit normaal’ zitten. Online communiceren en […] Thu, 01 Oct 2020 12:00:00 +0000
6 valkuilen bij het verzamelen van klantfeedback Of je nu voor het eerst start met een klantonderzoek of al langer feedback verzamelt, het blijft belangrijk om eens in de zoveel tijd de opzet en uitvoering van je klantonderzoek onder de loep te nemen. In dit artikel lees je over 6 valkuilen bij het verzamelen van klantfeedback. Ongeveer 35% van de bedrijven vraagt […] Thu, 01 Oct 2020 09:00:00 +0000
Hoe 10 jaar Instagram onze wereld veranderde… Een simpele app voor foto-sharing, zo startte Instagram op 6 oktober 2010. Tien jaar later blijkt het de meest invloedrijke socialmedia-app onder jongeren aller tijden. Van het vinden van je tribe tot actievoeren en van gesprekken met je bestie tot het delen van memes of het kopen van een nieuwe tas. Instagram is the place […] Thu, 01 Oct 2020 06:00:00 +0000
Digitale toegankelijkheid, nu is het de beurt aan ondernemers In 2025 wordt de European Accessibility Act van kracht. Dit betekent dat onder andere geldautomaten, financiële diensten en e-commerce-bedrijven digitaal toegankelijk moeten worden. En dus aan de WCAG-richtlijnen moeten voldoen. Je kunt als ondernemer natuurlijk wachten tot 2025 met het toegankelijk maken van je website of webshop, maar het is de vraag of dat slim […] Wed, 30 Sep 2020 12:00:00 +0000
Hoe The Social Dilemma op Netflix je aan het denken zet over manipulatie Iedereen weet inmiddels wel dat de socialmediakanalen waarop wij dag en nacht scrollen, liken en posten profiteren van onze data. De kruimels die wij online achterlaten zijn belangrijk voor de adverteerders om ons weer terug te kunnen vinden en niet meer los te laten. En niet alleen de social-kanalen, maar heel Silicon Valley ‘werkt’ op […] Wed, 30 Sep 2020 09:00:00 +0000
Dit is dé service-expert in 2029 volgens bol.com & Gartner ‘Hallo Stevenie, hoe kan ik je helpen?’, vraagt chatbot Billie van bol.com. Een vraag waar veel bedrijven zich dag en nacht over buigen. Hoe zorg je ervoor dat service-experts de klant een zo feilloos mogelijke customer experience bieden? Uit onderzoek van Gartner blijkt dat bijna 90% van organisaties aangeeft de komende 2 jaar zich te […] Wed, 30 Sep 2020 06:00:00 +0000
Decent living for all does not have to cost the Earth A new study reveals that decent living standards could be provided to the entire global population of 10 billion that is expected to be reached by 2050, for less than 40% of today's global energy. This is roughly 25% of that forecast by the International Energy Agency if current trends continue. This level of global energy consumption is roughly the same as that during the 1960s, when the population was only three billion. Thu, 01 Oct 2020 11:35:57 EDT
30 Best Home Based Franchises Looking for the best home based franchises? Whether a part-time franchise or work from home options for moms, check our list to find a franchise. Wed, 21 Oct 2020 20:30:50 +0000
Best Air Purifiers for the Office Air purifiers keep the air clean and pure, remove allergens and smoke, and improve the quality of life. Find the best air purifiers for your offices. Wed, 21 Oct 2020 18:00:21 +0000
Zoho Vault: Say Goodbye to Security Threats Sponsored Post The Zoho People and Zoho Vault integration creates strong passwords. This goes a long way toward protecting your online accounts and user identity. Tue, 20 Oct 2020 14:00:39 +0000
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"Sorry, we only have Facebark."[/caption]
