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Need a Creativity Boost? Spend Some Time With The Creative Show

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Need a Creativity Boost? Spend Some Time With The Creative Show

CMI creative director Joseph Kalinowski contributed to this piece.

In just 10 episodes, CMI’s The Creative Show has completely rewritten the rules for live streaming, visual storytelling, and conversations about creativity.

Maybe we’re exaggerating a tiny bit. But we’re creatives, so we reserve the right for a bit of good-natured hyperbole about the impact of our show.

We’re excited for season two, which debuts at 2 p.m. (U.S. ET) Friday, Jan. 28, on Facebook, LinkedIn, and Youtube. If you haven’t caught every episode (or any episode), look back with us as we share some behind-the-scenes observations and highlights from our creative conversations in the first season.

Origin story

First, a little background: I met JK Kalinowski in 2012 at the Content Marketing World Health Summit. JK is CMI’s creative director. I’m a health-care content strategist by day and a comic book writer by night. We were destined to become fast friends.

FUN FACT: Our first conversation was about The Six Million Dollar Man TV show and toy line.

Over the years, we’ve written together for CMI, including:

In 2021, JK flew to New Jersey to participate in my Comic Book School panels at New York Comic-Con.

During the pandemic, JK approached me with the idea for a monthly 30-minute live show where we’d talk about creativity. The Creative Show was born. We started broadcasting – live from the deepest corners of the marketing internet, where no tactic goes uncovered, and every episode begins or ends (sometimes both) with Star Wars and Marvel Cinematic Universe trivia.

Every month, #TheCreativeShow streams 30 minutes to talk #creativity. Go behind the scenes of its debut year via @BuddyScalera @jkkalinowski @CMIContent. Click To Tweet

The Creative Show Season 1 Episode Guide

Use these show summaries and behind-the-scenes glimpses to decide which episodes to catch up on before joining us live for season two when we can read your comments in the live show.

Episode 1 – The Debut

Streamed live: Jan. 29, 2021

Engineer: Monina Wagner

Description: Monina interviews us to dig into the secret origins of our creative power and set the stage for the show.

Behind the scenes: We hadn’t quite mastered the art of the short answer, and the audio has a lot of bounce and echo. Despite a few switching glitches, we managed our way through live learning.

Content takeaway: Both JK and I talk about how almost everyone uses creative thinking in the way they approach their jobs. JK shares how his wife applies creativity in her job teaching children with special needs:

FUN FACT: JK once designed and produced a treasure map and sent it as a message in a bottle to Jimmy Buffet’s Margaritaville offices in hopes of landing the singer’s new alcohol line as a client for a Pennsylvania-based advertising agency. After sending messages in a bottle five weeks in a row, the agency finally scored a meeting with Jimmy’s manager.

Episode 2 – What Is the Greatest Movie Poster of All Time?

Streamed live: Feb. 26, 2021

Engineer: Monina Wagner

Description: We dive into the indisputable greatest movie poster of all time, breaking down why the visual promotion of JAWS is so iconic. We also look at less effective and exciting movie posters and discuss why they fail at differentiating in a noisy marketplace.

Behind the scenes: Our super-slick montage intro and our recurring What’s in the Box segment debut. (Spoiler: It’s Rolling Stones memorabilia in this episode). Spot a few clumsy moments as we try to figure out how to communicate with our engineer.

Content takeaways: Here’s a meta takeaway: We took repurposing content to the next level to give our livestream audience a new take on the Jaws movie poster that we wrote about in 2015.

The episode takeaway is how creators easily assume people are more familiar with your brand than they are. JK talks about the poster for the movie Joy and tells nothing about the movie except it stars Jennifer Lawrence. I liken this approach to a brand skipping an about page because they (incorrectly) assume everyone knows all about the brand. That approach fails people in the early part of their journey, where they’re looking for information. Follow our discussion here:

FUN FACT: JAWS is considered the first summer movie blockbuster.

Episode 3 – Marketers and Their Toys

Streamed live: March 26, 2021

Engineer: Monina Wagner

Description: Nurturing creativity means celebrating the spirit of play. We open up our toy boxes and talk about toy lines that benefitted from story-based content marketing.

Behind the scenes: We improve some of the production, including sound and engineering. And we repurpose more articles into this livestream experience, including:

It also gave us an excuse to talk about Star Wars, Marvel Comics, GI Joe, and He-Man. And JK shows off an issue of Vox Teen Beat from 1967 as an example of early content marketing.

Content takeaway: Hasbro created a content feast in the form of comic books to support GI Joe and taught kids how to play with the toys. That’s an important concept – marketers can use content to teach your base how to use your product. Here’s the clip, which includes lots of examples from my collection:

FUN FACT: Peter Jackson’s Get Back documentary shows The Beatles reading multiple versions of Beatles Fan Club magazines like Vox Teen Beat. (Bonus content: JK recently wrote about the creative lessons you can learn from the Get Back documentary.)

Episode 4 – That Sounds Creative

Streamed live: April 30, 2021

Engineer: Monina Wagner

Description: Impact of sound and music in videos and films – and how music helps you get into a creative groove. We share a couple of clips that show how music can change the tone of even familiar images:

Music can change the tone of even familiar images, says @BuddyScalera @jkkalinowski via @CMIContent. #Creativity #Storytelling Click To Tweet

Behind the scenes: Ironically, we discover we don’t know how to run sound just yet. Spot a few technical and linguistic challenges before we pull through in the end.

Content takeaway: Sound is its own language in cinema – and that translates over to marketing. Understanding that language is important to conveying your message. Here’s where we explore how that idea applies to explainer and other content marketing videos:

FUN FACT: Stanley Kubrick relied as heavily on music and sound as visual imagery for his horror classic The Shining.

Episode 5 – Designed to Work

Streamed live: May 28, 2021

Engineer: Monina Wagner

Description: Website design, general usability, and functional design of devices are discussed. We compare and contrast the Verizon and Roku remote controls. A little closer to home, JK explains how he creates the posters for Content Marketing World with thematic designs.

Behind the scenes: When I invited JK into the show … he doesn’t appear. (He had just lost power.) Quick-thinking Monina jumps into the conversation because, hey, we were live. Experiences like this help us prepare for future technical difficulties. We haven’t had another major glitch, but we have had a few minor ones that the audience probably didn’t even notice.

Content takeaway: Too often, design is considered ornamental, but it’s really a foundational element of any content project. That’s why the design team should be involved from the beginning.

FUN FACT: According to MRO Electric, Maine has the most power outages per year, with an average of 3.9 per customer each year.

#Design is a foundational element of any #content project. The design team should be involved from the beginning, says @BuddyScalera @jkkalinowski via @CMIContent. Click To Tweet

Episode 6 – Inside Creativity

Streamed live: June 25, 2021

Engineer: Monina Wagner

Description:  Finding bright spots from this otherwise terrible global experience. Bo Burnham’s Inside special on Netflix is an entry point. I discuss my Comic Book School project. (Since that time, Comic Book School has won three awards, including a Content Marketing Award.)

Behind the scenes: We finally learned how to play a clip (with audio) exactly as we mean to – only to realize there’s an F-bomb in it that we didn’t warn the audience about. (Consider yourself warned.)

Content takeaway: The pandemic uprooted our usual ways of working. But Bo Burnham took the tools he had at hand (an iPhone, a camcorder, lights, microphones) and documented the moment. He showed how to use limitations to inspire new types of storytelling. You see him try and fail ­– and document the whole thing. The pandemic didn’t pause his creativity, and it doesn’t have to put a stop to ours. Here’s the segment I’m talking about:

FUN FACT: According to the US Bureau of Labor Statistics, leisure time increased by an average of 37 minutes per day for men and 27 minutes for women between May 2019 and December of 2020. This increase partly reflects a decline in average work time (as the share of employed people fell during the pandemic) and a decrease in the average time people spent traveling.

Episode 7 – The Creative Toolbox

Streamed live: August 27, 2021

Engineer: Amanda Subler

Description: We talk about the tools we use to create, including software, snazzy notebooks, an industrial T-square, a scaling wheel, and an X-Acto set from the old days of physical magazine layouts.

Behind the scenes: We welcome Amanda Subler as our new engineer. Though Amanda chose not to be on camera, she finds clever ways to interact with us during the show.

Creative takeaway: I share an unusually organized look at the tools I use in creating, delivering, analyzing, reporting, and collaborating. Here’s the clip where I show that and talk with JK about following a creative project all the way through these stages:

FUN FACT: Adobe Inc. got its name from the Adobe Creek that ran behind co-founder John Warnock’s home in Los Altos, Calif. His wife Marva designed Adobe’s stylized “A” logo.

Episode 8 ­– The Idea Etherverse

Streamed live: Oct. 1, 2021

Engineer: Amanda Subler

Description: We talk about The Idea Etherverse, a shared consciousness of ideas that we can all access. Existential? Sure, why not? More practically, we discuss capturing ideas on notebooks, scraps of paper, and even in voicemails, and other strategies for capturing, saving, and improving ideas that just come to you from the ether.

Behind the scenes: JK’s custom-made shirt featuring The Creative Show logo makes its debut.

Creative takeaway: Talking through an idea can help flesh it out. Just don’t be discouraged by the initial reaction. Take the input and give the idea more time to grow. JK and I talk about our experiences with that approach:

FUN FACT: Field Notes brand was co-founded by graphic designer Aaron Draplin, who was inspired by promotional memo books given to farmers by seed and agricultural companies over the past century. JK grew up on a farm and received several memo books from his local farm co-op.

Episode 9 – The Iron Maiden of Marketing

Recorded Oct. 2, 2021

Engineer: Amanda Subler

Description: We explore the band Iron Maiden’s incredible career as an example of audience- and community-building. JK and I share the albums that we loved as teens but would have been embarrassed to share without friends. Today, we share them with pride.

Behind the scenes: This and the 10th episodes were recorded. We planned to go live from Content Marketing World, but at the last minute, I couldn’t attend. We scrambled and recorded both episodes the same day, which happened to be JK’s birthday.

Content takeaway: By building (and owning) their relationship with their community through a fan club, Iron Maiden never has to rely on earned media, which is subject to the whims of current pop-culture preferences. Iron Maiden owns its mailing list, so they communicate directly with fans. Talk about not living on rented land: They even own and fly their own plane. Here’s the segment where we talk about the creative freedom this brings:

FUN FACT: Iron Maiden’s lead singer Bruce Dickinson is doing a spoken word tour of North America.

Episode 10 – UX in the Real World

Published: Nov. 5, 2021

Engineer: Amanda Subler

Description: We talk about design, UX, and real-world experiences, including some great and some poorly conceived interfaces.

Behind the scenes: We find our rhythm. Things are a little looser, a bit less scripted, and (we think) a bit funnier.

Content takeaway: User experience is important to content’s success. Here’s JK explaining the Interactive Design Foundation’s definition of UX followed by our discussion of what it all means:

FUN FACT: Toast was invented by the ancient Egyptians. Scorching bread on hot stones beside an open fire preserved bread and prevented mold from growing.

Tune in

So that’s the debut year of The Creative Show. We’re grateful to have a platform to interact with our fellow creative thinkers and content marketers. We’re tinkering with the show all the time, and we hope you’ll take this ride with us.

HANDPLOCKAT RELATERAT INNEHÅLL: 7 Ideas To Get Your Creativity Unstuck
Drop a note in the comments with your ideas and thoughts about any of these episodes. We look forward to seeing you on the upcoming shows – the last Friday of every month at 2 p.m. ET on LinkedIn, Facebook, or Youtube.

Omslagsbild av Joseph Kalinowski/Content Marketing Institute




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How CTV can deliver market research for B2B marketers

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How CTV can deliver market research for B2B marketers

Connected TV (CTV) is the fastest-growing digital ad channel, as more TV watchers cancel cable subscriptions and turn to lower-priced or free a la carte streaming options they can watch on TVs, laptops and mobile devices. Many streamers are also potential B2B prospects, but not many B2B marketers are leveraging CTV for advertising.

“We believe connected TV advertising is undervalued, and there’s so much that digital, data-driven marketers can do with connected TV advertising that goes beyond the scope of any other ad channel,” said Hooman Javidan-Nejad, director of performance marketing for CTV advertising platform MNTN, at The MarTech Conference.

Varför vi bryr oss. Hit shows on streaming services get the credit for the CTV surge. But within these mass audiences there is data for targeting and segmentation. B2B marketers ahead of the curve have also experimented with streaming for delivering on-demand video content to prospects. 

Serving prospects ads on ad-supported Netflix, or managing your own video programming like a kind of B2B Netflix, is a much different experience than traditional whitepapers that recognize professionals’ changing media consumption and self-serve research habits.

CTV data. “Data-driven marketing has picked up in the last decade because the nature of all those digital channels are enabling you, and empowering you, to have access to the data and to act on it,” said Javidan-Nejad. “This is something that we never had for a TV — [traditional linear] TV advertising has always had limited or no reporting.”

Because of CTV’s digital infrastructure, ad campaigns on that channel have performance and measurement data that can be used as a market research tool.

“The beauty of approaching connected TV just like another digital channel is that you can apply the same targeting criteria you are applying today on LinkedIn, or on Facebook,” he added. “The insights that you’re getting from connected TV advertising can be applied to all the other channels, or the insights that you’re getting from the creative can be applied into the other channels.”

Dig deeper: Bringing your ABM strategy to CTV

Finding audiences on CTV. When advertising on CTV, B2B marketers should execute multiple campaigns, or target different audiences with a single campaign.

For example, a B2B marketer could run one campaign based on job titles, and another one based on firmographic criteria. You could also launch a retargeting campaign, based on first-party data acquired from those who have visited your website and shared their info.

“For each of these audiences, you will get audience segment reporting,” Javidan-Nejad explained. “So you will be able to see which of these audiences have performed better, which of these audiences had a better verified visit rate, and all the other metrics [to discover] which audiences are performing better. And then you can take those audience insights and apply them to the other channels.”

Matched audiences. B2B marketers can also use existing customers and prospects from their CRM and match them with a CTV adtech partner, in order to deliver CTV ads to those prospects when they’re watching streaming TV.

“This is the same audience that you’re using across all the other paid social channels,” said Javidan-Nejad. “The insights and learnings that you get from CTV can be extended and implemented across the other channels.”

Testing creative. Before committing a large budget on a robust TV campaign, B2B marketers can test different kinds of creative on CTV to determine what messages and visual cues stick with customers and prospects.

While every digital ad channel has its own sweet spot for what works in video ads, some of these insights about what works best on CTV can be applied to other channels.

“We are all familiar with A/B testing,” Javidan-Nejad said. “As digital marketers, we always try to leverage this feature or functionality across all the other digital channels. Now you’re able to do that for your TV advertising.”

Register for The MarTech Conference here.


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How to Write YouTube Titles for SEO

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How to Write YouTube Titles for SEO

Creating a video is a creative process which involves a lot of brainstorming, editing and producing. But the success of your video does not 100% rely on the quality or originality of that video.

Whether your video is going to be a success is determined by how many people will be able to find it and watch it.

Don’t underestimate the discoverability of your video. It may make or break your whole video marketing strategy performance.

One of the biggest channels that can drive findability of your video is search engine optimization, i.e. optimizing your video page for it to rank in search engines (mainly Google and Youtube search) for relevant keywords.

And one of the most important SEO elements of any page is its title.

What is a Youtube title?

“Title” is what you see on the browser tab when you open any Youtube page:

It is controlled by the “Title” field which is required when you upload your video to Youtube:

In the code of the page the title can be found within <title></title> tags.

On a Youtube video page, the title is also repeated underneath the video as the main heading making it also an on-page SEO element.

Youtube allows you to enter up to 100 characters to the title field and I recommend making the most of those 100 characters.

How can titles impact the findability of your video?

Page titles are key on-page SEO elements because they do both:

  • Page titles are direct ranking factors (Google uses them to understand what the page is about)
  • Page titles impact click-through by being the most visible parts of standard search snippets.

In that respect, Youtube SEO is not much different from any other types of SEO. The only slight difference is Youtube videos also get an additional section in organic results which you can target: Page titles are also included next to video thumbnails in video carousels:

Since titles are so important for your video findability and clickability, spend some extra time brainstorming effective video titles. Here are a few ideas:

How to create an effective Youtube title

1. Include your keyword

This is important in the context of this article. Keywords are still very important for SEO because they still help search engines understand the main topic of your page.

Keyword research is also a great way to estimate a demand for any topic (by looking at the search volume).

Identifying your main keyword and including it into the page title will help that video page rank for that keyword driving views for your video and generating additional brand visibility to your business. There are lots of tools and plugins allowing you to identify your target keywords.

It is a good idea to grab URLs of your competing videos and run them through this SEO Content Checker to identify their keyword usage and learn from that:

2. Make it sound interesting

I know it sounds obvious but there are too many boring video titles for me not to mention it.

Your video title needs to invite a click, so make sure it is interesting enough to invite one.

I realize it sounds easier than it really is and in many cases it is also highly subjective. But there’s a tool to help.

Using ChatGPT will help you find some ideas, in case you are stuck. Here’s what the tool was able to generate when I requested the following “Generate video title ideas that will include “Youtube marketing” keyword. Make those titles sound intriguing:”

There are quite a few pretty nice ones. If you don’t like what the tool suggested, keep asking it for more, changing your request just a bit to make it think harder.

This tool is great but make sure to pick a title that won’t over-promise. There’s a fine line between “intriguing” and “click-baiting.” Try and avoid the latter as it may reflect badly on your branding strategies.

3. Include numbers

Including a number in your page title has proven to be an effective way to get more people to click it. Click-through is likely to be an (indirect) ranking factor, so if more people click your title, there’s a good chance it will rank higher.

You cannot make each of your videos a listicle though, so you won’t be able to use this trick in each of your Youtube titles. But it is a good format to keep in mind and use from time to time.

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4. Mention a brand (if there’s one to mention)

Finally, if your video is about a well-known brand (for example, if that video is of you speaking at an event) or, more importantly, if you create it in collaboration with a well-known expert and/or influencer, include that name in your title.

Not only will it help your video rank for that searchable name, it will also increase its click-though thanks to people recognizing that name. 

Youtube also allows you to tag that name in the title (much like tagging works on Twitter or Facebook). If you add @ and then start typing that name, Youtube will allow you to select that name from the drop-down (if that brand or person has a Youtube channel). This will notify them on the mention and urge them to engage with the video helping its visibility:

No need to include your brand name though (unless that video is all about you or your company). If you pick your Youtube name well, it will help you build your brand’s recognizability with every high-ranking video because the channel name is always included in search snippets.

Keep a close eye on your results

Finally, creating an effective title is something that you can never do perfectly. There’s always room for improvement and experimentation. Learn from other well-performing videos in your or outside your niche and never stop experimenting.

Monitor video carousels for your important keywords to get notified when a new video succeeds in getting there and not what may have brought them that success. There are SEO monitoring tools that can help you with that task:

Additionally, keep a close eye on your Youtube analytics to monitor keywords that generate views from Youtube search and learn from those results:

Slutsats

You spend hours creating your video. It deserves a good title which will help your video get found. Spend some time brainstorming an effective title, experiment with different formats and measure your success. Good luck!



The post How to Write YouTube Titles for SEO appeared first on DigitalMarketer.

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Amazon Announces Auction System for FBA Storage Space [What Sellers Need to Know]

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Amazon Announces Auction System for FBA Storage Space [What Sellers Need to Know]

Amazon’s FBA program is a tremendous asset for brands who sell products on the platform. With FBA, retailers can outsource the heavy lifting of logistics such as warehousing, fulfillment, and distribution for a fee. In the last few years, sellers have expressed the need for more capacity, predictability, and control over their inventory. Amazon’s recent update helps sellers tackle those challenges and so much more.

Amazon just announced a new streamlined FBA capacity management system that will go into effect on March 1, 2023. With this new system in place, Amazon FBA will be turned into an auction where sellers can bid for additional storage space.

The system will now incorporate a single, month-long FBA capacity limit rather than weekly restock limits that can make inventory planning challenging for sellers. Now, capacity limits for the upcoming month will be announced in the third full week of each month via the Capacity Monitor in Seller Central and email notification. According to Amazon, the majority of sellers will now have access to greater capacity volumes than before.

With this new update, Amazon also announced they will provide estimated limits for the following two months to help sellers plan over a longer period. In a recent blog post highlighting the announcement, Dharmesh Mehta, Vice President of Amazon Worldwide Selling Partner Services stated, “We will forecast how much space and labor we expect to have to provide these estimates, but these estimates may vary up or down based on how efficiently sellers are using their capacity, as measured by the Inventory Performance Index (IPI) score.”

With the new Capacity Manager in place, sellers will also be able to request additional capacity based on a reservation fee that they specify. Mehta noted…

“Requests are granted objectively, starting with the highest reservation fee per cubic foot until all capacity available under this program has been allocated. When additional capacity is granted, sellers’ reservation fees are offset by earning performance credits from the sales they generate using the extra capacity. Performance credits are designed to offset up to 100% of the reservation fee, so sellers don’t pay for the additional capacity as long as their products sell through.

 

Our goal is to provide sellers with more control over how much space they can have while limiting unproductive use. We’ve piloted this feature with certain US sellers, and we’re excited that with this launch, we will expand it so all sellers can request higher FBA capacity limits.”

 

The recent announcement also highlighted how Amazon will set capacity limits and measure sellers’ inventory usage in cubic feet (vs. number of units), which better represents the capacity sellers’ products use in our fulfillment centers and transportation vehicles. As many sellers prefer to plan in units, Amazon will continue to show inventory usage in units but will also provide an estimate of how many units specific cubic volume capacity limits are likely to permit.

 

Tinuiti’s Take on the New FBA Capacity System

 

Change is certainly on the horizon. Let’s hear from Tinuiti’s own Bjorn Johnson on tips for how you can prepare for the FBA change coming March 1st.

“These changes are likely to be impactful, especially to sellers with larger products. Amazon reverting to cubic foot-based storage limits is likely to reintroduce previous issues for these clients in maintaining healthy inventory levels. Their difficulties look to be exacerbated by the addition of the bidding system. In order to keep their already high-fulfillment-fee products in stock, they’ll need to bid on large amounts of space. On the other hand, sellers with smaller products are likely to be able to store more units than before, and have the flexibility to bid on smaller amounts of space. The decision from Amazon looks like a clear effort to encourage small, light, easy-to-ship and fulfill products.”

– Bjorn Johnson, Operations Manager at Tinuiti

 

Want to Learn More About the New Auction System for FBA Storage Space?

 

We will continue to keep you informed as we learn more about the new FBA capacity system. If you’re interested in learning more about our Amazon offerings or if you have any questions concerning FBA, contact us today.

 

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