This week, we're sharing examples to help you get out of the loop, promote your events on LinkedIn, and imagine creating a whole new world.
Cision helps marketers avoid confusing duplication
“User-friendly content at a world-class organization is converted to an unmatched ROI.” If that sounds like most of the marketing copy you've read (and some of what you write), think about the emotion it evokes. For journalists, says Cision, the reaction is to cringe, roll their eyes or shiver.
The Cision of 2021 Global State of Media Report lists the 20 most-used words according to the journalists it surveys: best-breed, world-class, unprecedented, unique, cutting-edge, suspenseful, exciting, leading, disruptive /disruptive, award-winning, innovation, ROI, dynamic, variable, leverage, seamless, largest, user-friendly, easy to use and extensible.
WHY IS THE PROBLEM: Word choice is very important. Journalists are tired of seeing these lines. Your audience may or may not. But are any of these terms useful to them?
The overuse of words like this happens for one of the following reasons:
- Hurry (or lazily) write
- Write with a focus on branding or bragging
- Wishing for smarter or more sophisticated sound
But none of that appeals to or helps your audience. If you find yourself wanting to use one, take a step back and think about what your audience needs to know, what's important to them, and the language they use.
. @Cision reveals 20 words most likely to make journalists cringe. This is our hot spot – your audience hates them too. So cut them off from your #content. @CMIContent #WeeklyWrap Click to Tweet
LinkedIn introduces new event promotion features
B2B marketers have a new tool to promote events – whether they are in person, hybrid or online. LinkedIn introduced event advertising allows you to list specific events with details like date, time, how to register, etc.
LinkedIn event ads let members know if a general connection has expressed interest in attending. They also come with helpful meta-analyses so you can better understand the reach, engagement, and background structure of your event attendees.
With the new ad, you can create an event on LinkedIn, then create an event marketing campaign to support it. LinkedIn says beta customers have seen a 40% reduction in cost-per-signup using event ads compared to similar sponsored content single-form event campaigns.
WHY IS THE PROBLEM: Events are still important in B2B content marketing. Forty-eight percent of marketers in B2B . research most recent of CMI said it plans to invest in live, hybrid events, and this year – it's the third most popular tactic (after content creation and website improvement).
We especially like the feature that lets you see which LinkedIn connections have also expressed an interest in attending. You can't buy that kind of social proof.
Doesn't matter if your events are in-person, online or hybrid. You still need #marketing to support them. We review new event ads from @LinkedIn. @CMIContent #WeeklyWrap Click to Tweet
SK-II shows marketing potential in creating whole new world
Skincare brand SK-II owned by P&G has built a virtual reality city that customers can explore, according to Vogue Business .
“Inspired by the city-building video game SimCity, SK-II City is based on iconic locations in Japan…”, the Vogue story explains. “Users can visit destinations, such as cinemas to watch movies created by SK-II Studios, or a behind-the-scenes tour area to see behind-the-scenes footage from campaigns.”
Visitors can make “purchases” or interact in the city to earn branded “magic drops” that match donations to one of its charities. SK-II plans to add a virtual store where visitors can actually buy its products.
Launched in Japan, SK-II City is expected to have a global launch within the year.
WHY IS THE PROBLEM: Does this content marketing tactic offer a glimpse into the future? Cathy Hackl of Future Metaverse Labs told Vogue Business: “A brand's website and social media are where customers currently meet them, but as we move towards web 3.0, this virtual brand world. is the calling card of the future.”
But creating a city or other virtual world is a big investment. Forrester's Julie Ask doesn't see that happening in the short term. As she explained to Vogue Business: “It's a fun and exciting idea but it could be five or 10 years ahead of its time. I don't imagine there will be a positive ROI. ”
While we cannot predict virtual world will develop we know that content marketers must be willing to think differently to keep up with consumer interests and expectations.
Hyper-realistic #VR @SKII_US City a sign of an upcoming #ContentMarketing trend or a costly experiment? Either way, it's a reminder to think differently to keep up with your audience's interests via @hijinxmarketing @CMIContent. #WeeklyWrap Click to Tweet
(H/T to Andi Robinson, who tweet about SK-II City caught our eye.)
Cover photo by Joseph Kalinowski / Content Marketing Institute
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