TLDR Marketing 2024-03-29

LinkedIn’s new positioning 👔, B2B buying trends 💸, SEO content checklist 📝

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News & Trends

LinkedIn targets users caught between TikTok and what used to be Twitter (3 minute read)

By introducing games and short-form content, LinkedIn seems to be strategically targeting users who find themselves lost between TikTok and the transformed Twitter. It is trying to position itself as a unique blend of professional networking and engaging content for a broader audience.

That viral AI-generated influencer is based on a real person. And she’s fine with the ads (3 minute read)

A video went viral showing a woman ranting about “stanky body odor” while sitting in the front seat of a car. The woman, suspected of being an AI-generated influencer, has been revealed to be based on a real person, Ariel Marie. She consented for Arcads to use her likeness in a generative video tool that was then developed to create a video advertising hygienic wipes. Marie’s involvement has sparked discussions on ethical concerns and the boundary between reality and artificiality.
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Strategies & Tactics

The endless copywriting cycle framework (3 minute read)

Most marketers write copy and then never look at it again, rather than optimizing for additional upside. The Endless Copywriting Cycle framework proposes marketers follow 4 steps: research and discover, write and publish, validate and test, then repeat. With each iteration, brands develop more learnings, a higher conversion rate, and increased revenue.

How to Use Benefits as a Competitive Advantage (7 minute read)

Brand benefits can be leveraged as a strategic tool for business differentiation and growth. By focusing the communication on customer needs and outcomes rather than features, companies can set themselves apart from their competitors. Benefits can be functional if they provide practical advantages, symbolic if they appeal to the customer's values and aspirations, or experiential if they focus on sensory or emotional aspects. This article shares insights on how to apply benefits to marketing efforts and to grow brand recognition.

Distribute Ideas, Not Content (6 minute read)

This article underscores the importance of focusing the content strategy on a central idea. By aligning all efforts around a central theme, marketers create a cohesive brand narrative that reinforces the messaging and drives more engagement. A complex content strategy makes it harder to connect with the audience. The author uses Freshpaint, a healthcare data platform, as an example of how to center content around a big idea. The platform made its brand all about privacy-first marketing and became a successful thought leader in the industry.
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Resources & Tools

12-Point SEO Content Update Checklist (3 minute read)

Optimize existing assets instead of constantly reinventing the wheel by creating new content. Check the last 28 days of your Google Search Console and highlight relevant search queries that rank between #4 to #20. You can optimize these pages by adding new insights to refresh the topics, adding new internal links to recently published articles, replacing or adding new images, updating CTAs, or reviewing outbound links.

Driving Growth with ‘Voice of Customer’ Data: A Step-by-Step Approach (5 minute read)

Developing a repeatable process for collecting and summarizing ‘voice of customer’ data enables brands to pinpoint and solve growth problems. Set up a process to gather data, process it, create a repository, share results, and repeat. This information can then be used to refine your messaging, validate channel investments, and inform sales strategies.
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Miscellaneous

Shifting Positioning - Why B2B Tech is Different (4 minute read)

Consumer products typically maintain consistent positioning strategies over time. For example, Wrigley’s Juicy Fruit gum has had the same positioning since the 1890s. When Wrigley targeted new markets, it didn’t reposition Juicy Fruit. Instead, it launched entirely new products to serve those markets. B2B products frequently undergo shifts in positioning throughout their lifespan. This is because B2B companies are constantly adapting to evolving features and target markets as part of their product roadmap. It is important for B2B teams to have processes in place to review positioning regularly and account for downstream changes when positioning changes.

How to create a standout celebrity ad campaign (7 minute read)

Partnering with celebrities is a popular marketing strategy, but it is expensive and not a guaranteed success. This article describes 3 necessary ingredients for a celebrity campaign to succeed, using Calvin Klein’s partnership with Jeremy Allen White as a case study. Your chosen celebrity should align with what you want to convey as a brand or product, rather than simply being the current ‘it’ celeb. Partnering with talent who already uses your product helps develop a campaign that feels authentic. The media strategy around the partnership is critical, whether that’s launching the campaign before the celebrity’s tour or timing it around a relevant and large event.

7 B2B Buying Trends to Understand (7 minute read)

Taking buying trends and mechanisms into consideration will help you sell your product more effectively. This post describes 7 trends in the current B2B market that brands should understand. Most of your target market isn’t ready to buy at this moment, which is why you need marketing tactics for short-term, medium-term, and long-term revenue. The way B2B executives buy is influenced by many factors and touch points, so marketing strategies need to account for a nonlinear buying journey. Buying something is a project, and projects can fail for reasons outside of a brand’s control.
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Quick Links

50 Powerful Words & Phrases (6 minute read)

50 words to enhance web copy or CTAs categorized into verbs, urgency, and exclusivity.

Instacart powers third-party integrations with developer platform (3 minute read)

Instacarts has launched the Instacart Developer Platform (IDP), a solution that enables third parties to integrate the grocery tech company’s functionality inside their websites and apps.

Audio and retail are getting in tune with one another (4 minute read)

Digital audio consumption is projected to represent a significant portion of digital media consumption in the US, but ad spend in this sector remains disproportionately low.
Curated tactics 💡, trends 📈, and tools 🛠️ for cutting edge marketers
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