Digital Marketing, Analytics and Music

Content may be king (but maybe not)

You create great content. Incredible content. You spent hours putting together your website page, social platforms, compelling photos, well written articles. In short, you’re a content genius.

But where’s the traffic?

Turns out content isn’t king, or at least it isn’t the whole picture. (There is more by Blog Tyrant on this and I’ll share a link to the article in a second.)

I think most of you know exactly what I mean.

There’s a ton of noise out there. Unless you get a kick-start, such as a spend (that perhaps you can’t afford), or a chance mention on a popular website, it’s a whole different art to get folks to visit your creations.

So we post and post and look at our Google Analytics and still no traffic.

Look, I don’t resort to click bait, I don’t believe in headlines that promise one thing then lead you into an unexpected page for the sake of traffic.

However, to get more folks interested in what you are promoting it needs to be direct and catchy without too much detail. If you’re successful in getting their attention (or, stopping the scroll, as I put it) than you just might have a little more success in directing folks to your valuable content.

We’ll go into more detail on that in another post — your landing page is also another discussion.

Here is the link to the article I mentioned earlier, The Biggest Myth in Blogging: Why Content is Not King

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‘Best practices’ may not be best after all

“According to best practices…”

How many times have we heard this hoary phrase? It can be especially interesting to hear when used as an one-note explanation for doing things a certain way. So, let’s take a step back.

The Problem

When someone states their position/request because it is “best practice,” the first question that—should—come to mind is, “According to whom?”

A solution

If you use “best practices” in a sentence, take ownership of this non-concrete term. “According to what I [understand/have read/have been told/just made up/etc.], this is my understanding of best practices.”

[Also see Marketing Outside the Bubble]

Don’t attribute it to the ubiquitous “they” or an “industry standard.” Also, be prepared to share the source(s). By owning your opinion, you can avoid a condescending and dismissive tone.

Conclusion

Best practices in any situation is subjective and should remain flexible. Better yet, don’t get lazy and throw a term around that has no meaning or relevance, as there really is no such thing.

For more thought leadership on this in Forbes, read: Best Practices – Aren’t where Mike Myatt @mikemyatt explains, “too much common management wisdom is not wise at all, but instead flawed knowledge based on a misunderstanding or misapplication of ‘best practices’ that often constitutes poor, incomplete or outright obsolete thinking.”

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Why people quit their jobs

Why Do People Quit Jobs

Imagine that you’re looking at your company-issued smartphone and you notice an e-mail from LinkedIn. “These companies are looking for candidates like you!” You aren’t necessarily searching for jobs, but you’re always open to opportunities, so out of curiosity, you click on the link. A few minutes later your boss appears at your desk. “We’ve noticed that you’re spending more time on LinkedIn lately, so I wanted to talk with you about your career and whether you’re happy here,” she says. Uh-oh.

Why Attrition Matters

It’s an awkward and Big Brother–ish scenario—and it’s not so far-fetched. Attrition has always been expensive for companies. But in many industries the cost of losing good workers is rising, owing to tight labor markets and the increasingly collaborative nature of jobs. (As work becomes more team-focused, seamlessly plugging in new players is more challenging.) Thus companies are intensifying their efforts to predict which workers are at high risk of leaving so that managers can try to stop them. Tactics range from garden-variety electronic surveillance to sophisticated analyses of employees’ social media lives.

Some of this analytical work is generating fresh insights about what impels employees to quit. In general, people leave their jobs because they don’t like their boss. Or see opportunities for promotion or growth Or offered a better gig (and often higher pay). These reasons have held steady for years. New research looks not just at why workers quit but also at when. “We’ve learned that what really affects people is their sense of how they’re doing compared with other people in their peer group. Or with where they thought they would be at a certain point in life,” says Brian Kropp, who heads CEB’s HR practice. “We’ve learned to focus on moments that allow people to make these comparisons.”

Read the rest of the article HERE.

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Use big data to create value, not just targeting

How Can We Best Use Big Data

Another great article on big data from the folks (Specifically Niraj Dawar) at HBR. The gist? Targeting provides a short term advantage, creating value is long term. Read more.

Big data holds out big promises for marketing. Notably, it pledges to answer two of the most vexing questions that have stymied marketers since they started selling: 1) who buys what when and at what price? and 2) can we link what consumers hear, read, and view to what they buy and consume?

Answering these makes marketing more efficient by improving targeting and by identifying and eliminating the famed half of the marketing budget that is wasted. To address these questions, marketers have trained their big-data telescopes at a single point: predicting each customer’s next transaction. In pursuit of this prize marketers strive to paint an ever more detailed portrait of each consumer, memorizing her media preferences, scrutinizing her shopping habits, and cataloging her interests, aspirations and desires. The result is a detailed, high-resolution close-up of each customer that reveals her next move.

But in the rush to uncover and target the next transaction, many industries are quickly coming up against a disquieting reality. Winning the next transaction eventually yields only short term tactical advantage. It overlooks one big and inevitable outcome. When every competitor becomes equally good at predicting each customer’s next purchase, marketers will inevitably compete away their profits from that marginal transaction. This unwinnable short-term arms race ultimately leads to an equalization of competitors in the medium to long term. There is no sustainable competitive advantage in chasing the next buy.

Read the rest HERE

Niraj Dawar is a professor of marketing at the Ivey Business School, Canada. He is the author of TILT: Shifting your Strategy from Products to Customers (Harvard Business Review Press, 2013).

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Put It Down | p.m.warner

Listen to Original Electronic Music, “Put It Down”

Finally finished mastering a lush electronic music mix I’d been sitting on for awhile. Although it’s not perfect, the refrain “Everything will be all right” seems very appropriate at the moment.

UPDATE: Click here to listen to the new, remixed version of Put it Down

SoundCloud:

ReverbNation:

https://www.reverbnation.com/pmwarner/song/26095862-put-it-down

For more electronic music, listen to SOS

Hope you enjoy!

Lyrics

Put It Down

Not that long ago

I’d sit in darkness by myself

Trying to drown the fires in my head

I’d often miss the flames

Wishing I was somewhere else

Come to as myself instead

I tried to hide the fears

Tried by killing all the pain

Thought I could keep it outside

I tried to light the darkness

All the same ways as before

Wanting to forget again

All these lies

I felt so paralyzed

There was no way to tell a simple truth

All this time

I couldn’t recognize

It did no good

To try and think it through

I never get it right

And then I think about it all night

I never got it right

And tried to bury it alive

Put It Down

Watching from a distance

It’s so easy to be clear

The problem wasn’t you’re upset

What should I do next?

Would be the question that I asked

Not ready to go down quite yet

All these lies

I felt so paralyzed

There was no way to tell a simple truth

All this time

I couldn’t recognize

It did no good

To try and think it through

I never get it right

And then I think about it all night

I never got it right

And tried to bury it alive

Put It Down

Everything’s all right

You can hold this out at night

And everything will be all right

So please don’t try to kill the light

Everything will be all right

Put It Down

Visit the new Sunset Sky website for the Put It Down update and the other new singles

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