This week, we admire Nerf for using TikTok to hire a new executive whose sole job is TikTok. We're scratching our heads about a newly published survey of writers that presents a challenge with a clear solution. And we're having fun with the Marketing Gibberish Generator that uses (lighthearted) teasing as a content marketing tactic.
Nerf brings TikTok to C-suite
Hasbro's Nerf brand hired its first CTO - a TikTok director. People who applied for real (albeit temporary) jobs did not submit resumes or job applications. Instead, Hasbro asked those interested in the position to post a “Nerf related TikTok video” with the hashtag #NerfApplication. The company received more than 1,000 video applications last month and hired Sophie Jamison (Sophie Lightning on social media) for the position.
This is one of Sophie's audition videos :
@ nerfers 101 Decided to simply explain why I love Nerf for my last app video ## Nerf ## fyp ## spread ## NerfApplication @nerf ♬ Up Beat (Married Life) – Kenyi
Nerf, known for his "explosive gun" (foam dart toy gun) and other foam toys, wants to cash in on Sophie's expert. Hers Nerfers 101 The TikTok account has over 1.8 million followers. This week, Nerf's account there are about 105,000.
Sophie will earn up to $10,000 a month for up to three months. Her job? Create content, help develop strategy and set the tone for Nerf's TikTok presence, according to Toy Book .
WHY IS THE PROBLEM: Yes, Nerf's hiring process can be viewed as a marketing stunt. But it also offers a useful lesson for content marketers. When your audience is on a platform outside of your team's comfort zone, creation . Engage people already using the platform to accumulate followers that align with your brand. Pay them fees and absorb as much of their knowledge as you can. Educate them about business and marketing goals your , then ask how they see the platform helping you get there. Don't set limits – let them share as much out-of-the-box thinking as they want. And work together to figure out how to bring authenticity to the channel in the short and long term. Just don't forget to think about how to attract that audience from rented platform to one of the owned channels your .
When your audience loves a platform that's out of your comfort zone, get creative. Brand @Hasbro #Nerf found its director @tiktok_us through the video app #TikTok via @KMoutsos @CMIContent. #WeeklyWrap #ContentMarketing Click to Tweet
“Know your audience” is easier said than done
Knowing what their audience wants to read is a challenge for nearly four in 10 business communicators. That finding comes out in this week's release on 2021 Research on writing state from Typeset and Mantis Research Company, sent to us by Typeet's Sarah Mitchell .
Part of the challenge lies in how the communicator tries to figure out what their audience wants. Two-thirds look at analytics, while 60% follow social media. Only half talk to the brand's frontline contacts and even less actually interact directly with the audience.
WHY IS THE PROBLEM: State of writing reports that address a wide variety of topics. But the findings surrounding the writing challenge and audience understanding should serve as a warning light for content marketers. Lesson?
“Instead of relying on third-party sources, go straight to the source,” says Michele Linn of Mantis Research. When you listen and interact directly with your audience, it's easier to develop content that's relevant to them. After all, the information your audience feeds on is often more vivid than a bunch of search or content performance statistics.
Know your audience. That's much easier to do when you talk to them. Too few #content experts do, new #research from @TypesetContent and @MantisResearch via @SarahMitchellOz @CMIContent said. #WeeklyWrap Click to Tweet
Drop the jargon
Forget the buzzword bingo – there's a new way to create lighthearted fun at our profession. CMI's Stephanie Stahl detected Gibberish Marketing Generator in a recent Brew Marketing email.
When we hit the generator's "Hit Me" button on a recent visit, here's what popped up:
Powerful hashtags Meme. Hot content is emerging that disrupts the virus. Fast-paced content alignment is a long-term mobile-ready brand awareness lever. Exclusive contextual interactive platform dashboard for social media influencers for millennials. Download board wheel leading curated pack flavor makers. Seamless emerging generation customer engagement. The tablet responds to the meme hackathon. Clickstream emerging vertical conversation marketing. The goal for interactive phablet-driven transformation is comprehensive.
Each click of a button creates a never-ending list of business and marketing jargon. The creator of the generator, Column Five, offers this advice on how to use the tool: “Do you want to mingle with those rockstar-ninja-marketing geeks? Use this nonsense generator to pretend you know the WTF you're talking about. (And if you want some marketing help from real-life experts, holler at us .)”
Click the Twitter icon above and you'll get this prewritten Tweet: “This no-nonsense marketing language generator replaces 'lorem ipsum' with the buzzword. via @columnfive http://jargon.columnfivemedia.com/[
TẠI SAO LẠI VẤN ĐỀ: Chắc chắn, bạn có thể sử dụng trình tạo để tìm biệt ngữ để ném xung quanh cố gắng gây ấn tượng. Nhưng bạn cũng có thể sử dụng nó như một cơ hội để xóa những từ đó khỏi vốn từ vựng của bạn.
Đây cũng là một cách tiếp thị nội dung tuyệt vời công cụ cho cơ quan Cột Năm. Vui vẻ với điều gì đó mà mọi người trong cơ sở khách hàng tiềm năng của họ gặp phải là một cách hấp dẫn để thu hút họ.
Tiếp thị Gibberish Generator là #ContentMarketing thông minh – và là một cách để @columnfive vui vẻ với khách hàng tiềm năng của mình (bằng cách chọc một chút vui vẻ), thông qua @EditorStahl và @CMIContent. #WeeklyWrap Nhấp để Tweet
Ảnh bìa của Joseph Kalinowski / Viện Tiếp thị Nội dung
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