Tap Blogging

Content marketers come from all sorts of different backgrounds, with each bringing its own distinct and valuable perspective. Recently we shared our chat with Andrew Davis , whose history in television inspires him to think like a TV executive when strategizing his content. Today we’re highlighting the insights of Margaret Magnarelli , whose ingrained journalistic mindset fuels a commitment to putting her audience — and their trust — above all else.  Prior to joining Morgan Stanley as Executive Director for Audience Acquisition and Growth Marketing, Margaret served as Vice President of Marketing for Monster, and before that she spent nearly a decade on the editorial staff at Money Magazine , rising from Senior Editor to Assistant Managing Editor to Executive Editor. Through this experience, she has developed a keen sense of duty to her audience. She knows that trust is hard-earned and easily lost (or: gained in drops, lost in buckets ). This is a central tenet of faithful...

The Mayo Clinic , one of our nation’s most renowned hospitals, believes in being social. More than 100 years ago, the Mayo brothers got the social ball rolling by inviting other surgeons to come to its facility in Rochester, MN to talk and learn from one another. Today, that sharing and learning principle continues through social media, particularly Facebook Live . With the hopes of helping patients learn more about their health care options, Mayo Clinic knew that research showed that word-of-mouth and expert insight could make an impact. With that in mind, it began its foray into live video on social media with Periscope and eventually moved to Facebook Live. The hook of the broadcast? Leveraging the expert insights of experienced physicians. Last week at Digital Summit Minneapolis , Mayo Clinic Communications Specialist Margaret Shepard detailed how the organization has grown a live broadcast into a successful series featuring experts. Learn what she had to say. The Beginnings of ...

In a world of consumer distrust , especially when it comes to marketing messages, it can sometimes feel like you’re living in the "Upside Down." Everything that you thought was true about marketing and how you engage with customers and buyers is now different. In fact, sometimes nothing seems to make sense anymore. In fact, Edelman found that less than 50% of U.S. consumers trust brands. In her Stranger Things -themed presentation at Digital Summit Minneapolis , TopRank Marketing’s Ashley Zeckman addressed the current state of marketing affairs and offered insight into ways that brands can improve trust and connect with their buying audience. What’s her advice on changing the narrative and winning back the hearts and minds of customers? Partner with influencers to create credible content that can change the day and save the world. Stranger Things have happened, right? Enter the Age of Influencer Marketing Even though trust in brands is falling, there’s still hope. Deman...

Run a Google search for “agile marketing” today and you’ll see 144 million results. It’s an insanely hot topic, which has steadily grown more applicable and desired from it’s “Scrum” beginnings. Why are marketers today so obsessed with agility? Roland Smart , podcaster , author of “ The Agile Marketer: Turning Customer Experience Into Your Competitive Advantage ” and Vice President of Marketing for Pantheon *, shared his insight on the subject at Digital Summit Minneapolis this week. For starters, the average marketer’s tenure is just 18 months. After all, we need to get results—and we need them fast. Second, while our strategies and tactics have been artfully crafted with insight and data, once we put everything into the wild, we need to be able to act fast to monitor, measure, and optimize performance—while also navigating budget and “waterfall” resourcing limitations and challenges. And finally, today’s marketers are often managing a growing tech stack, making an agile appr...

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Does work follow you home?  When was the last time you had a work week that was actually 40 hours?  Marketers often feel pressed for time and overworked. In fact, according to recent Workfront research : 64% say they’re being asked to come up with new ways of working 58% are so swamped, they don’t have time to think beyond their daily tasks 56% they’re completely overwhelmed.  Mike Riding , Workfront’s Director of Digital Marketing, came to Digital Summit Minneapolis with the sole goal of helping marketers get more work done. While organizations typically turn to technology to solve the productivity problem, Mike offered four actionable, process-driven ways marketers can modernize their work and become more productive.  Read on to discover Mike’s work world where marketers don’t just put out fires and juggle last minute tasks. Sounds pretty great, right? 4 Fast, Easy Ways to Boost Marketing Productivity 1. Provide the Right Structure  According t...

Marketing measurement. It’s absolutely essential, but perhaps one of the hardest marketing disciplines to master. Why? As Joseph Lindberg , Digital Communications Editor for Land O’Lakes, Inc., told a room of marketers at Digital Summit Minneapolis this week: “Measurement is a loaded term. It means many things to many people.” It’s true. Measurement can be thought of in terms of KPIs. Measurement can be raw data or data insights. Measurement can be your stack of tools. And during his session, titled Building a Marketing Dashboarding Discipline: It’s Not About the Tool (Until It Is) , Joseph challenged marketers to flip our thinking on how we measure. Below we outline his recommended process and advice for how you can level up your measurement game, and map tactics to business objectives so you can prove value up the ladder. See Your Challenges as Opportunities Joseph opened up his presentation with a recent challenge his team was handed earlier this year: South by Southwest...