MARKETING
Forget the Resume; Use Content Marketing To Find a Job
It’s a challenging time for marketers. Every day seems to bring news of layoffs from another notable tech company.
I know several people who’ve been laid off from content jobs recently. I also know how discouraging and stressful that feels.
In November 2008, I read a blog post from David Meerman Scott called Downsized? Fired? Here Are the New Rules of Finding a Job. A month later, I was laid off f(along with more than 10% of the company) as a result of the 2008 financial crisis.
When I got home that day, I immediately reread David’s post.
I can distill the takeaway into two sentences:
Want to find a new job? Stop thinking like a product advertiser and start thinking like a publisher.
Looking for a job? Think like a publisher, not a product advertiser, advises @DMScott via @DShiao @CMIContent. Click To Tweet
David relayed the story of Heather Hamilton, then a recruiting executive at Microsoft. She didn’t use conventional methods for sourcing and hiring candidates. Instead, she searched the web for potential employees. As David concluded, “So if you’re not publishing, you won’t be found by Microsoft.”
Thus, I began to turn my job loss into a content marketing journey to create a personal brand.
Launching a blog
Prior to the layoff, I helped to plan and execute virtual events for the tech sector. I worked with clients like HP, Oracle, and CA Technologies on large-scale events that attracted thousands of attendees. These companies saw virtual events as the next era of online lead generation.
The day after my layoff, I created a blog on WordPress – It’s All Virtual. My first post was 2009: The Year We Go Virtual.
The day after @DShiao was laid off in 2008, he started a blog about his industry. @CMIContent #PersonalBranding Click To Tweet
As luck would have it, I found a new job right away. A vendor of my previous employer hired me as a client services executive to work on their clients’ virtual events and serve as an industry evangelist.
Making an impact
I emailed my new boss a link to that first post. He replied, “Dennis, I shared this with our team. We knew you had experience with virtual events, but we had no idea you knew this much. We are so impressed.”
I kept blogging. During the first months, a reader asked to chat. In the call, he said, “You know, in last week’s post, you shared some ideas about virtual events that really got me thinking.”
My inside voice said, “Wow! Not only did he read my post, but it’s helping him plan virtual events at his company.”
The positive reinforcement gave me the inspiration and desire to continue writing.
I found a consistent publishing schedule for my blog was essential. I published one post a week from 2009 to 2012. I wrote the post in a Microsoft Word document, staged it in WordPress, and scheduled it to be published the next morning. In parallel, I wrote blog articles about virtual events on my employer’s website.
Creating a consistent publishing schedule for a #blog is essential, says @DShiao via @CMIContent. #PersonalBranding Click To Tweet
The weekly cadence of publishing helped me establish myself as an expert on virtual events. I was invited to author guest articles and speak at industry conferences. I assembled posts into PDF guides and even self-published a book, Generate Sales Leads With Virtual Events.
I could see the fruit of David Meerman Scott’s advice to be a “publisher of information.”
What I would have done differently when I started the personal blog:
Taking to social media
During my time as a virtual events blogger, I discovered a community of event planners and meeting professionals on Twitter. We followed each other and used Twitter to share ideas and content.
Twitter was once the most important social network for my personal brand. I used to converse about marketing there regularly, and the conversations with other marketers elevated my personal brand.
Since Twitter’s management changed in late 2022, I tweet much less. My account remains active, but I plan to spend more time on LinkedIn. (I’m also prioritizing old-fashioned social media – meeting people for in-person chats over coffee).
But you can adapt the process I followed to build my Twitter brand to other platforms.
Start with a mission statement
I developed a mission statement for my Twitter presence:
I want to share interesting content about marketing while showing people that I don’t take life too seriously. I want people to think of me as useful and engaging. My ultimate goal is to meet new people and find interesting content.
Here’s a template I developed from that mission statement:
I want to [ACTIVITY] while [BALANCED BY]. I want people to think of me as [ADJECTIVE] and [ADJECTIVE]. My ultimate goal is to [GOAL].
Be part of the conversation
In the early days, I thought of Twitter as a distribution channel, a place to share my latest blog post.
I evolved my approach to treat Twitter as an always-on, global conversation – it’s more rewarding to interact with others on social than to simply share links.
I also refrained from overpromoting my company and content. You gain more respect and appreciation by generously sharing other people’s content.
To gain more respect on @Twitter, refrain from overpromoting your company and #content, says @DShiao via @CMIContent. #PersonalBranding Click To Tweet
I also participated in Twitter chats – a scheduled time when an audience gathers and follows the same hashtag. Some have guest speakers. Others have a topic or question around which the chat is built. Either way, they give you an opportunity to share your expertise in front of a captive audience.
In content marketing, two popular chats are Erika Heald’s #ContentChat (Mondays) and CMI’s #CMWorld (the first Tuesday of the month).
What I would have done differently in my early Twitter days:
- Followed others more as they followed me
- Focused less on sharing links to content
- Engaged more with users
- Obsessed less over the sequence of tweets in my profile
- Had more fun
Starting a marketing meetup
In 2015, I launched a marketing meetup. My goal was simple – to bring together marketers to learn from each other. I went to Meetup.com and created the San Mateo B2B Bloggers Meetup.
At this time, I was working for a B2B software company, and my boss let me use the office after hours to host the gathering.
Based on input from members, I broadened our mission, changing the name to Bay Area Content Marketing Meetup. In-person gatherings follow the same format: 30 minutes of networking and pizza, followed by a 60-minute expert presentation.
In March 2020, we shifted to 30-minute online meetups over Zoom (co-organizer Rich Schwerin named these “Zooms at Noon”). We’ve held more than 90 online meetings since then, attracting attendees from all over the world.
We’ve featured in-person presenters from Marketo, Demandbase, VMware, SiriusDecisions, and Flipboard. We’ve had special visits from Congresswoman Jackie Speier and Content Marketing Institute founder Joe Pulizzi.
While our members enjoy the learning opportunities, the connections and community are what they cherish the most. I’ve seen people find new jobs, land new clients, and develop close friendships. And I attribute nine of my 20 consulting clients to the meetup.
What I wish I had done when I started a meetup:
- Asked for help earlier – I did everything by myself in the beginning
- Asked presenters to promote the meetup to their networks
- Experimented more with paid advertising
- Gained more financial flexibility by selling more sponsorships
Sending an email newsletter
When I thought I might experience a second layoff, I launched an email newsletter. I liked the idea of building an email list, an audience with whom I could share my thoughts and expertise.
I also wanted to promote our upcoming meetups further. The Meetup platform allows me to send a message to the group; however, the system doesn’t provide me with email addresses. I created a free account on Mailchimp and called my newsletter Content Corner. I asked meetup members if they wanted to subscribe and manually added them to the list.
The newsletter comes out every other Friday and includes these sections:
- Introduction
- Around the Corner (curated content)
- Next Meetup
- Twitter Corner (one Twitter user feature)
- Podcast Corner
- In Your Corner (an interesting article not related to marketing)
I take great joy in uncovering interesting articles that others would find valuable. I’ve become quite selective. Instead of publishing a laundry list of content, Around the Corner has only one or two selections. For each pick, I write several paragraphs to convey why I included it.
While designed to inform, educate, and sometimes entertain my subscribers, the Content Corner newsletter also features many aspects of my brand, from my writing and perspective to my taste and expertise.
It’s a fabulous vehicle for amplifying my personal brand. When one client was thinking of hiring me, this email newsletter clinched the deal. I’ve helped a few clients create email newsletters. Seeing my personal newsletter in action helped them understand how I might help.
What I would have done differently when I started the newsletter:
- Focused on quality over quantity with curated content
- Hired a graphic designer to help with the logo and HTML template
- Found more ways to grow my subscriber list
It’s time to work on your personal brand
In the 14 years since, I’ve actively and purposefully managed my personal brand. It’s not a one-time, spring-cleaning sort of thing. For me, it’s ingrained in almost everything I do online: publishing articles, organizing meetups, tweeting with others, sending my email newsletter, etc.
Managing your personal brand is not a one-time, spring cleaning sort of thing, says @DShiao via @CMIContent. #PersonalBranding Click To Tweet
In my full-time roles, my personal brand gave me more visibility in my industry and made me more effective at my job. Now that I’m a marketing consultant, my personal brand makes it easy for new clients to find me. It’s content marketing for me, and it works.
Updated Jan. 23, 2023
HANDPICKED RELATED CONTENT:
Cover image by Joseph Kalinowski/Content Marketing Institute
MARKETING
YouTube Ad Specs, Sizes, and Examples [2024 Update]
Introduction
With billions of users each month, YouTube is the world’s second largest search engine and top website for video content. This makes it a great place for advertising. To succeed, advertisers need to follow the correct YouTube ad specifications. These rules help your ad reach more viewers, increasing the chance of gaining new customers and boosting brand awareness.
Types of YouTube Ads
Video Ads
- Description: These play before, during, or after a YouTube video on computers or mobile devices.
- Types:
- In-stream ads: Can be skippable or non-skippable.
- Bumper ads: Non-skippable, short ads that play before, during, or after a video.
Display Ads
- Description: These appear in different spots on YouTube and usually use text or static images.
- Note: YouTube does not support display image ads directly on its app, but these can be targeted to YouTube.com through Google Display Network (GDN).
Companion Banners
- Description: Appears to the right of the YouTube player on desktop.
- Requirement: Must be purchased alongside In-stream ads, Bumper ads, or In-feed ads.
In-feed Ads
- Description: Resemble videos with images, headlines, and text. They link to a public or unlisted YouTube video.
Outstream Ads
- Description: Mobile-only video ads that play outside of YouTube, on websites and apps within the Google video partner network.
Masthead Ads
- Description: Premium, high-visibility banner ads displayed at the top of the YouTube homepage for both desktop and mobile users.
YouTube Ad Specs by Type
Skippable In-stream Video Ads
- Placement: Before, during, or after a YouTube video.
- Resolution:
- Horizontal: 1920 x 1080px
- Vertical: 1080 x 1920px
- Square: 1080 x 1080px
- Aspect Ratio:
- Horizontal: 16:9
- Vertical: 9:16
- Square: 1:1
- Length:
- Awareness: 15-20 seconds
- Consideration: 2-3 minutes
- Action: 15-20 seconds
Non-skippable In-stream Video Ads
- Description: Must be watched completely before the main video.
- Length: 15 seconds (or 20 seconds in certain markets).
- Resolution:
- Horizontal: 1920 x 1080px
- Vertical: 1080 x 1920px
- Square: 1080 x 1080px
- Aspect Ratio:
- Horizontal: 16:9
- Vertical: 9:16
- Square: 1:1
Bumper Ads
- Length: Maximum 6 seconds.
- File Format: MP4, Quicktime, AVI, ASF, Windows Media, or MPEG.
- Resolution:
- Horizontal: 640 x 360px
- Vertical: 480 x 360px
In-feed Ads
- Description: Show alongside YouTube content, like search results or the Home feed.
- Resolution:
- Horizontal: 1920 x 1080px
- Vertical: 1080 x 1920px
- Square: 1080 x 1080px
- Aspect Ratio:
- Horizontal: 16:9
- Square: 1:1
- Length:
- Awareness: 15-20 seconds
- Consideration: 2-3 minutes
- Headline/Description:
- Headline: Up to 2 lines, 40 characters per line
- Description: Up to 2 lines, 35 characters per line
Display Ads
- Description: Static images or animated media that appear on YouTube next to video suggestions, in search results, or on the homepage.
- Image Size: 300×60 pixels.
- File Type: GIF, JPG, PNG.
- File Size: Max 150KB.
- Max Animation Length: 30 seconds.
Outstream Ads
- Description: Mobile-only video ads that appear on websites and apps within the Google video partner network, not on YouTube itself.
- Logo Specs:
- Square: 1:1 (200 x 200px).
- File Type: JPG, GIF, PNG.
- Max Size: 200KB.
Masthead Ads
- Description: High-visibility ads at the top of the YouTube homepage.
- Resolution: 1920 x 1080 or higher.
- File Type: JPG or PNG (without transparency).
Conclusion
YouTube offers a variety of ad formats to reach audiences effectively in 2024. Whether you want to build brand awareness, drive conversions, or target specific demographics, YouTube provides a dynamic platform for your advertising needs. Always follow Google’s advertising policies and the technical ad specs to ensure your ads perform their best. Ready to start using YouTube ads? Contact us today to get started!
MARKETING
Why We Are Always ‘Clicking to Buy’, According to Psychologists
Amazon pillows.
MARKETING
A deeper dive into data, personalization and Copilots
Salesforce launched a collection of new, generative AI-related products at Connections in Chicago this week. They included new Einstein Copilots for marketers and merchants and Einstein Personalization.
To better understand, not only the potential impact of the new products, but the evolving Salesforce architecture, we sat down with Bobby Jania, CMO, Marketing Cloud.
Dig deeper: Salesforce piles on the Einstein Copilots
Salesforce’s evolving architecture
It’s hard to deny that Salesforce likes coming up with new names for platforms and products (what happened to Customer 360?) and this can sometimes make the observer wonder if something is brand new, or old but with a brand new name. In particular, what exactly is Einstein 1 and how is it related to Salesforce Data Cloud?
“Data Cloud is built on the Einstein 1 platform,” Jania explained. “The Einstein 1 platform is our entire Salesforce platform and that includes products like Sales Cloud, Service Cloud — that it includes the original idea of Salesforce not just being in the cloud, but being multi-tenancy.”
Data Cloud — not an acquisition, of course — was built natively on that platform. It was the first product built on Hyperforce, Salesforce’s new cloud infrastructure architecture. “Since Data Cloud was on what we now call the Einstein 1 platform from Day One, it has always natively connected to, and been able to read anything in Sales Cloud, Service Cloud [and so on]. On top of that, we can now bring in, not only structured but unstructured data.”
That’s a significant progression from the position, several years ago, when Salesforce had stitched together a platform around various acquisitions (ExactTarget, for example) that didn’t necessarily talk to each other.
“At times, what we would do is have a kind of behind-the-scenes flow where data from one product could be moved into another product,” said Jania, “but in many of those cases the data would then be in both, whereas now the data is in Data Cloud. Tableau will run natively off Data Cloud; Commerce Cloud, Service Cloud, Marketing Cloud — they’re all going to the same operational customer profile.” They’re not copying the data from Data Cloud, Jania confirmed.
Another thing to know is tit’s possible for Salesforce customers to import their own datasets into Data Cloud. “We wanted to create a federated data model,” said Jania. “If you’re using Snowflake, for example, we more or less virtually sit on your data lake. The value we add is that we will look at all your data and help you form these operational customer profiles.”
Let’s learn more about Einstein Copilot
“Copilot means that I have an assistant with me in the tool where I need to be working that contextually knows what I am trying to do and helps me at every step of the process,” Jania said.
For marketers, this might begin with a campaign brief developed with Copilot’s assistance, the identification of an audience based on the brief, and then the development of email or other content. “What’s really cool is the idea of Einstein Studio where our customers will create actions [for Copilot] that we hadn’t even thought about.”
Here’s a key insight (back to nomenclature). We reported on Copilot for markets, Copilot for merchants, Copilot for shoppers. It turns out, however, that there is just one Copilot, Einstein Copilot, and these are use cases. “There’s just one Copilot, we just add these for a little clarity; we’re going to talk about marketing use cases, about shoppers’ use cases. These are actions for the marketing use cases we built out of the box; you can build your own.”
It’s surely going to take a little time for marketers to learn to work easily with Copilot. “There’s always time for adoption,” Jania agreed. “What is directly connected with this is, this is my ninth Connections and this one has the most hands-on training that I’ve seen since 2014 — and a lot of that is getting people using Data Cloud, using these tools rather than just being given a demo.”
What’s new about Einstein Personalization
Salesforce Einstein has been around since 2016 and many of the use cases seem to have involved personalization in various forms. What’s new?
“Einstein Personalization is a real-time decision engine and it’s going to choose next-best-action, next-best-offer. What is new is that it’s a service now that runs natively on top of Data Cloud.” A lot of real-time decision engines need their own set of data that might actually be a subset of data. “Einstein Personalization is going to look holistically at a customer and recommend a next-best-action that could be natively surfaced in Service Cloud, Sales Cloud or Marketing Cloud.”
Finally, trust
One feature of the presentations at Connections was the reassurance that, although public LLMs like ChatGPT could be selected for application to customer data, none of that data would be retained by the LLMs. Is this just a matter of written agreements? No, not just that, said Jania.
“In the Einstein Trust Layer, all of the data, when it connects to an LLM, runs through our gateway. If there was a prompt that had personally identifiable information — a credit card number, an email address — at a mimum, all that is stripped out. The LLMs do not store the output; we store the output for auditing back in Salesforce. Any output that comes back through our gateway is logged in our system; it runs through a toxicity model; and only at the end do we put PII data back into the answer. There are real pieces beyond a handshake that this data is safe.”
You must be logged in to post a comment Login