MARKETING
New Twist in Programs From Twitter, Sephora
Twitter and Sephora recently announced new educational content programs on video marketing and TikTok content, respectively.
By schooling brands and creators on ways to capture audience attention and build trust, they’re following a well-worn content path – but with a new twist.
@Twitter #Unskippable and @Sephora x TikTok use educational #content programs in a new way, says @Robert_Rose via @CMIContent. Click To Tweet
Get Robert Rose’s take in this week’s CMI News video, or keep reading for the highlights.
Twitter launches online education course on captivating video content
Twitter launched an eight-part educational series to teach marketers how to create video ads that get people’s attention on the platform.
Called Unskippable, the eight-episode video series provides practical advice and promises up-to-date best practices for using video on Twitter.
Once you’ve signed up for Twitter’s free Flight School, you can watch the two-minute episodes on attracting attention, encouraging engagement, captions, ideal video size, length, layout, and other topics.
The program’s landing page promises the course will leave you feeling “empowered to create unskippable Twitter content no matter how big or small your budget is.”
Sephora, TikTok, and Digitas launch beauty brand incubator
Cosmetics brand Sephora is collaborating with TikTok and marketing agency Digitas to teach founder-lead beauty brands how to create better content and use influencer marketing more successfully.
As Glossy reports, the Sephora x TikTok Incubator Program will pair three BIPOC-founded beauty brands each quarter with mentors from Sephora, Digitas, TikTok, and the TikTok creator community. The three-module program (two take place over Zoom and one at Sephora headquarters) covers TikTok strategy and planning and influencer marketing fluency (including analytics).
Each beauty brand (Eadem, Hyper Skin, and Topicals) in the pilot program completed Sephora’s Accelerate incubation program and have active TikTok accounts. Here’s an example of a recent TikTok post from Eadem:
@eadem.co @coufe shows how to achieve this gorgeous Valentine’s Day look using Milk Marvel and Cloud Cushion as her makeup base 💘 #EADEM #valentinesday #skincare #makeup #valentinesdaymakeup ♬ Hey It’s Me – Official Sound Studio
As part of the program, each brand will have six new pieces of TikTok content created by BIPOC community creators tapped for the program.
So, what’s the twist?
Robert Rose says the Twitter and Sephora x TikTok examples are part of a shift in how companies approach their educational content courses and thought leadership efforts.
Launching online classes, educational webinar series, or even full-on digital universities isn’t new or trendy. The new twist, Robert says, is how these brands differentiate by taking on educational topics that aren’t just extensions of their products.
Launching an online class isn’t a new #ContentMarketing tactic. But launching one that’s tangential to your mission is a new twist, says @Robert_Rose via @CMIContent. Click To Tweet
Traditionally a software company, for example, would focus its thought leadership or educational courses on something tied to a problem its software solved. A manufacturer might create an online university to teach people how to use the kind of product it makes.
Increasingly, though, brands are rolling out innovative education programs aligned with (but not central to) the company’s mission or product.
Twitter and Sephora are teaching video and influencer marketing – topics that aren’t what you’d immediately think of as either brand’s products or mission. But those topics help their partners, suppliers, and customers make the most of the Twitter and TikTok platforms.
Robert says this kind of twist on content marketing through online courses and education programs will likely spread. He says he wouldn’t be surprised to see an enterprise martech software company roll out courses designed to help marketers understand finance.
And he knows of at least one B2B company already taking this approach. The organization offers management consulting services to law firms, but its content course teaches lawyers how to improve their work-life balance.
Building trust with audiences is all about teaching and inspiring them to do what they need to do to succeed. A great educational program is a tried-and-true way to create that trust.
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Cover image by Joseph Kalinowski/Content Marketing Institute
MARKETING
Trends in Content Localization – Moz
Multinational fast food chains are one of the best-known examples of recognizing that product menus may sometimes have to change significantly to serve distinct audiences. The above video is just a short run-through of the same business selling smokehouse burgers, kofta, paneer, and rice bowls in an effort to appeal to people in a variety of places. I can’t personally judge the validity of these representations, but what I can see is that, in such cases, you don’t merely localize your content but the products on which your content is founded.
Sometimes, even the branding of businesses is different around the world; what we call Burger King in America is Hungry Jack’s in Australia, Lays potato chips here are Sabritas in Mexico, and DiGiorno frozen pizza is familiar in the US, but Canada knows it as Delissio.
Tales of product tailoring failures often become famous, likely because some of them may seem humorous from a distance, but cultural sensitivity should always be taken seriously. If a brand you are marketing is on its way to becoming a large global seller, the best insurance against reputation damage and revenue loss as a result of cultural insensitivity is to employ regional and cultural experts whose first-hand and lived experiences can steward the organization in acting with awareness and respect.
MARKETING
How AI Is Redefining Startup GTM Strategy
MARKETING
More promotions and more layoffs
For martech professionals salaries are good and promotions are coming faster, unfortunately, layoffs are coming faster, too. That’s according to the just-released 2024 Martech Salary and Career Survey. Another very unfortunate finding: The median salary of women below the C-suite level is 35% less than what men earn.
The last year saw many different economic trends, some at odds with each other. Although unemployment remained very low overall and the economy grew, some businesses — especially those in technology and media — cut both jobs and spending. Reasons cited for the cuts include during the early years of the pandemic, higher interest rates and corporate greed.
Dig deeper: How to overcome marketing budget cuts and hiring freezes
Be that as it may, for the employed it remains a good time to be a martech professional. Salaries remain lucrative compared to many other professions, with an overall median salary of $128,643.
Here are the median salaries by role:
- Senior management $199,653
- Director $157,776
- Manager $99,510
- Staff $89,126
Senior managers make more than twice what staff make. Directors and up had a $163,395 median salary compared to manager/staff roles, where the median was $94,818.
One-third of those surveyed said they were promoted in the last 12 months, a finding that was nearly equal among director+ (32%) and managers and staff (30%).
Extend the time frame to two years, and nearly three-quarters of director+ respondents say they received a promotion, while the same can be said for two-thirds of manager and staff respondents.
Dig deeper: Skills-based hiring for modern marketing teams
Employee turnover
In 2023, we asked survey respondents if they noticed an increase in employee churn and whether they would classify that churn as a “moderate” or “significant” increase. For 2024, given the attention on cost reductions and layoffs, we asked if the churn they witnessed was “voluntary” (e.g., people leaving for another role) or “involuntary” (e.g., a layoff or dismissal). More than half of the marketing technology professionals said churn increased in the last year. Nearly one-third classified most of the churn as “involuntary.”
Men and Women
This year, instead of using average salary figures, we used the median figures to lessen the impact of outliers in the salary data. As a result, the gap between salaries for men and women is even more glaring than it was previously.
In last year’s report, men earned an average of 24% more than women. This year the median salary of men is 35% more than the median salary of women. That is until you get to the upper echelons. Women at director and up earned 5% more than men.
Methodology
The 2024 MarTech Salary and Career Survey is a joint project of MarTech.org and chiefmartec.com. We surveyed 305 marketers between December 2023 and February 2024; 297 of those provided salary information. Nearly 63% (191) of respondents live in North America; 16% (50) live in Western Europe. The conclusions in this report are limited to responses from those individuals only. Other regions were excluded due to the limited number of respondents.
Download your copy of the 2024 MarTech Salary and Career Survey here. No registration is required.
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