The Actual Management of Content

MAJA MRSIC

Poorly designed content marketing campaigns can make even the most ambitious projects crumble.

Marketers get so caught up in managing different tools and systems for multi-channel campaign delivery that they fail to recognize the most important part of this marketing mission: strategy. 

Running a strategic content marketing campaign is essential for achieving business success. Period. It will change a Web professional’s fundamental approach to running a marketing campaign and help them stay focused on the ultimate goal.

What is the best way to run campaigns efficiently without much fuss? Here are a few tips to consider when managing the day to day:

1. Use a content marketing pyramid 

Creating content without a strategy is a dead-end street. By producing a huge amount of content without having a clear idea of how to deliver the message, marketers are entering a vicious circle that usually ends up in a failure.

Those suspicious that they are indeed lacking underlying strategy may want to consider implementing a solution such as the Curata Content Marketing Pyramid, a framework devised to help business writers develop a predictable stream of successful content and coordinate their marketing efforts.

Read the full article here: http://bit.ly/2hOq4x4

2018 The American Marketing Association New York Nominations

2018 Nominations

Nominate

Details about the nomination process:

Nominees can come from any marketing discipline—they can be CMOs or Marketing Directors, work in advertising or branding or research agencies, be academics, journalists, or other marketing experts. The awards are reserved for current marketing practitioners. They must have been in the marketing profession for at least 10 years and be a current marketing practitioner. Our primary focus is on, but not limited to, the U.S.

Achievements that will be recognized include:

  • Marketing that works: Innovations that have had dramatic impact on business results, e.g. dramatically grow sales
  • Raising marketing’s profile: Increasing the influence of marketing, e.g. getting a seat on the board, expanding marketing’s remit to include innovation and growth strategy
  • New marketing tools and approaches: e.g. pioneers of social media, inventors of new forms of marketing research/measurement
  • Innovation in developing other marketers: Both current and the next generation of marketers through education, inspiration, and specialist programs

Read the full article here: http://bit.ly/2xPv8vP

Astronomers just proved the incredible origin of nearly all gold, platinum, and silver in the universe

  • For the first time, astronomers have detected a neutron-star collision.
  • Gravitational waves heard by two detectors pinpointed the source to a galaxy 130 million light-years away.
  • The collision produced a radioactive “kilonova” that forged hundreds of Earths’ worth of platinum, gold, silver, and other atoms.
  • The discovery solves a longstanding mystery about the origins of heavy elements.

Platinum and gold are among the most precious substances on Earth, each fetching roughly $1,000 an ounce.

However, their allure may grow stronger — and weirder — thanks to a groundbreaking new finding about their violent, radioactive, and cosmic origins.

On Monday, scientists who won a Nobel Prize for their discovery of gravitational waves, or ripples in the fabric of space, announced the first detection of the collision of two neutron stars.

The team alerted astronomers all over the world to the event right after it happened, helping them point telescopes directly at the scene of the crash and record unprecedented observations of the aftermath in visible light, radio waves, X-rays, and gamma rays.

The Swope Telescope was one of several that recorded a neutron star merger’s kilonova. UC Santa Cruz/Carnegie Observatories

These images revealed a radioactive soup giving birth to unfathomable amounts of platinum, gold, and silver — not to mention elements like the iodine found in our bodies, the uranium in nuclear weapons, and the bismuth in Pepto-Bismol — while shooting those materials deep into space.

The two neutron stars most likely merged to form a black hole, though the tiny bit of neutron star that escaped — and formed new elements — could get recycled into planets like Earth where aliens may eventually dig up the metals as we have.

“The calculations we did suggest most of the matter that came out of this event was in a swirling disk around a black hole. Half of that matter fell in, and half of it got ejected,” Brian Metzger, an astrophysicist at Columbia University who’s one of roughly 4,000 researchers involved in the discovery, told Business Insider. “The matter that ended up in your wedding band could have just as well fallen in.”

Read the full article here: http://read.bi/2gfph7V

Farhad and Nicole’s Week in Tech: Russia, Russia Everywhere

Each Friday, Farhad Manjoo and Mike Isaac, technology reporters at The New York Times, review the week’s news, offering analysis and maybe a joke or two about the most important developments in the tech industry. Mike is off this week, so Nicole Perlroth, who covers cybersecurity, took his place.

Russians Harnessing American Tech

Farhad: O.K., it was a big week in tech. We should probably start with the thing we’ve been talking about every week for, what, 300 years now? Facebook and Russia. In a report this week, a couple of our colleagues found that when Russian operatives set out to sow civil unrest in America on Facebook, they turned to an obvious source — political messages posted by Americans.

The Russians created Facebook pages that had names like “Being Patriotic” and “Blacktivist,” and they populated their pages with videos and memes created by Americans — for instance, a hoax story about Muslim men collecting welfare checks for multiple wives. I found the story fascinating because the whole thing is so banal. You have this picture of foreign spies using James Bond-type technology to go after an enemy’s political system. Nope, turns out they went about it exactly how you or I might do it — they found some videos online and posted them on Facebook.

Nicole: Yup. It turns out the Kremlin has found their sweet spot in the ugly fault lines in American politics. They’ve truly exploited our country’s political grievances, cultural resentments, news literacy and diminishing faith in once-trusted institutions like the news media to bring out the worst in us, simply by creating some Facebook pages. Who would have thought that Russians would be behind a pro-Texas fan page disseminating pro-secessionist Texas messages, or a “Blacktivist” page advocating for more protests against racial inequality?

Farhad: It wasn’t just Facebook. Google disclosed this week that Russian operatives also bought ads on its platform to interfere with the 2016 race. The amounts were small — about $4,700 in ads from the Russian government — but they added to the overall story line, which is that the tech giants’ platforms are being used in ways they probably had never foreseen.

Nicole: Did we really think Russia was going to try to hack election databases in 21 states, and pour that many resources into Facebook and not touch Google, the No. 1 source of information for most Americans?

It’s frustrating that this is only coming out now, but to be fair, much of the Russian activity was not exactly obvious. The silver lining is that we may finally be getting some answers. This week, the House Intelligence Committee said it would turn over Russian Facebook ad content, after meeting with Facebook’s chief operating officer, Sheryl Sandberg.

Read the full article here: http://nyti.ms/2zxLXbX

Chase takes top spot for first time in over 20 years

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For the first time in 23 years, JPMorgan Chase is the largest US bank by deposits, a distinction Bank of America (BofA) held for nearly 20 years, according to the Charlotte Observer citing data from the Federal Deposit Insurance Corporation.

Chase, which was already the largest US bank by assets, saw its customers add $96 billion to their accounts over the last year to reach $1.3 trillion, a 7.9% increase year-over-year (YoY), surpassing BofA’s $1.29 trillion. This milestone comes at a time when banks have been aggressively jockeying to capture a larger share of financial transactions, which has placed an increased focus on card rewards and digital channels.

By leveraging their rewards programs and digital channels, banks are hoping to spur growth in key areas.

  • Banks are offering some of the highest card rewards ever seen to increase spend and adoption of card products. In fact, the six largest credit card issuers incurred an estimated $22.6 billion in credit card rewards expenses in 2016, more than double the costs seen in 2010, according to Instinet data cited by the Financial Times. However, for banks, these rewards appear to pay for themselves in adoption and spend — for example, after launching its reward-filled Sapphire Reserve card, Chase reported a 35% increase in new card accounts in Q3 2016, and an over 50% lift on credit card spending.

Read the full article here: http://read.bi/2ywuqSY 

The Making Of A Young Latino VC: Meet Rami Reyes

In 2016, I helped to lead a delegation of Latino entrepreneurs and investors to visit Israel — a land also known as Startup Nation — to see what we can learn from the local tech intelligentsia. It was my second delegation, and I was prepared to be surprised in several ways. I had a phrase for one kind of surprise: “the person on the delegation who provokes the most wonder.” In 2016, that person was Rami Reyes, an investor in our group who made practically everyone ask:

“what’s this kid doing here?”

Yes, Rami is young. He turned 29 this year. He’s also baby-faced (in a good way), adding a layer of special optics to the matching reality. Yet beneath the youthful exterior lies a mix of old-soul traits that I have found in the most accomplished investors in Silicon Valley (like the mighty Gilman Louie, who I am writing about next week).

Read the full article here: http://bit.ly/2ybLoV9

Why the Internet Is Freaking Out Over The Last Jedi’s Porgs

R2-D2. EWOKS. BB-8. With nearly every addition to the Star Wars film franchise, there has been some new creature or droid that has delighted audiences and found its way onto lunchboxes and pajama bottoms. Star Wars: The Last Jediwill be no different. This time around, though, the fandom’s obsession with the movie’s creature du jour is already in full swing long before the flick hits theaters.

Mere moments after The Last Jedi’s new trailer (above) dropped last night, it started: porg mania. The little creature—a Furby-esque species native to the world where Rey and Luke Skywalker met at the end of The Force Awakens—only shows up for about a second in the new trailer, but its singular cry from the cockpit of the Millennium Falcon was all it took. Soon, tweets, memes, and fan art were everywhere. There was no escaping its giant saucer eyes and frantically flapping wings.

This reaction was by design. Much like the studio did with BB-8 before Force Awakens, Lucasfilm has been touting porgs as the New Cute Thing for a few months now. It started back in July when a D23 behind-the-scenes video a showed the little bugger in development. That was quickly followed by a piece on StarWars.com that touted “We know only one truth: We love porgs” and offered up a full explanation of their cuteness from Lucasfilm story group’s Pablo Hidalgo. “Porgs are native to Ahch-To,” he explained. “In many ways, they’re the Star Wars version of puffins. They build nests. They can fly. Their babies are called porglets. You fall into those deep, soulful eyes. I think a lot of people are going to want a porg as a pet.”

Read the full article here: http://bit.ly/2yXnr2N

The Female Code-Breakers Who Were Left Out of History Books

Over the last 100 years, women have had significant, high-level roles in breaking secret codes – from Nazi ciphers to the secret messages of Al Capone’s gang – but their contribution is only just emerging.

Picture this. In 1917, the United States is just entering World War One. But to begin with, its military is small and its capacity for intelligence gathering is severely limited. There is no NSA or CIA. In fact, military code-breaking is being done on a small but intense scale – at a mansion estate in the Illinois countryside owned by an eccentric millionaire.

And the two people at the centre of this extraordinary operation are the code-breaking team Elizebeth Smith and William Friedman, who would later marry. Neither had formal training in cryptanalysis. Elizebeth had studied Shakespeare and Tennyson at college and Friedman had a PhD in genetics. But – as is important both in literary and genetic analysis – the two were adept at recognising patterns.

They now found themselves cracking enemy codes sent from Washington at the only place in the country where this sort of work was, at that time, being done for the military.

Read the full article here: http://bbc.in/2gtOEmR

Ford Analytics Team Democratizes Data-Driven Analysis

“We literally have more than 1,000 examples where we’re applying this sort of in-depth analysis – and we’re doing it across the business.” – Alan Jacobson, Director of Global Analytics

Organizations that want to apply consistent data management, governance and security practices across their organization can learn a lot from Ford Motor Company. Data-driven decision making led Ford Motor Company to perfect the vehicle assembly line in 1913. A century later, Ford had more than 4,600 data sources, and a wide range of analytical tools, methods, and processes in use throughout the company, and needed a more strategic approach to decision-making.

With the appointment of a Chief Data and Analytics Officer, Ford elevated data-driven decision-making to C-Level status, a crucial step in the journey to digital transformation. And, with the creation of the Global Data Insights and Analytics (GDIA) unit, Ford invested in making data and data science talent strategic assets that can be shared and applied across the organization.

Read the full article here: http://bit.ly/2ycaEKL

Unintended Consequences of Sexual Harassment Scandals

In Silicon Valley, some male investors have declined one-on-one meetings with women, or rescheduled them from restaurants to conference rooms. On Wall Street, certain senior men have tried to avoid closed-door meetings with junior women. And in TV news, some male executives have scrupulously minded their words in conversations with female talent.

In interviews, the men describe a heightened caution because of recent sexual harassment cases, and they worry that one accusation, or misunderstood comment, could end their careers. But their actions affect women’s careers, too — potentially depriving them of the kind of relationships that lead to promotions or investments.

Read the full article here: http://nyti.ms/2kGTv92