Marketers Taking Cues from Mother Nature

A fascinating read on what marketers can learn from Mother Nature:

What can nature teach us about purposeful marketing? The earth, at 4.5 billion years old, has more experience in getting things done than all of us combined. And you don’t have to be a biologist, zookeeper, or even avid hiker to appreciate the incredible creativity and efficiency of Mother Nature.

Read in full here.

Money Matters

Why do people work?

Wait – actually, why do you work?

You might have the greatest mission, calling, value, and ambition for what you wake up to do day and night. Doing good, right? But let’s face it — we also do it to make money.

Money matters.

And it’s okay to say that. Saying that money matters does not make your work any less worthy. We all need money, and we need lots of it to do even more great work to benefit all the many more. It’s about time that we abandon any stigma associated with working to make money.

And here’s a good way to look at it. Working should ultimately be about making money and doing good. And it’s possible to do both. Just need to be smart about it:

In conclusion, I believe the outcome of building a company should be about making money and doing good. However, it’s very important not to confuse an outcome of something with why you’re doing it — confusing one’s life’s work with making money. Both are very important, but many people spend their life making money without ever doing what they love. And that is an unspoken tragedy.

H/T to Esteban Reyes. Read in full here.

What Makes a Great Content?

We live in an age inundated with content.

Just how do we make our businesses stand out from others when there seems to be a new piece of content published on the web every second?

A good content must also be substantiated by quality research and appreciation for the end user:

“Starting with an insight is very important. Otherwise you end up creating content on a whim or a notion. A gut feel can get you so far, but a foundation of research and appreciation for the end user is a must. Also, a tolerance for content management systems.”

H/T to James Ainsworth, Head of Content at ProphecyUnlimited. Read in full here.

Another Way to Look at EdTech

Who’s still talking EdTech? Is there still a future for EdTech?

An insightful piece by Tim Childers:

But, perhaps the biggest reason we need to stop using the phrase EdTech is because it makes our students feel like there is still a dichotomy between what they do with their technology at home and what happens in the classroom. And with that, they feel the “Ed” part is unnecessary to them. After all, most of what they want to do from a real-world perspective isn’t allowed inside the classroom. YouTube is blocked in many places. Facebook, Twitter, and other social media are also blocked.”

What are Bucket Brigades?

Average duration of time a person spends on a webpage upon stumbling upon it?

4 seconds.

That’s right – 4 seconds is all an average person will spend before moving on to another page or staying on the page for another, well, 4 minutes.

SEOs have 4 seconds to convince their visitors to stay four 4 more minutes.

One way SEOs do this is by the use of what is known as Bucket Brigades.

What are Bucket Brigades?

Bucket Brigades are words and phrases that keep people on your page.  

How well or poorly Bucket Bridges are used on a webpage determines whether a visitor stays on the page for 4 seconds or 4 minutes.

H/T to Backlinko for a comprehensive overview of Bucket Bridges (read here).


Digital Marketing in the Age of AI

There is no question that AI is going to soon take over the majority of the workforce in the upcoming age.  More and more jobs are being automated, and more and more people are being replaced by machines and lines of code that can perform work far more accurately and quickly.  So the question is, where does that leave us humans?  In other words, will there still be jobs left for humans to perform in, say, the next 20 years?

It turns out that there will still be plenty of jobs for people to perform.  Specifically, in the marketing sphere, there will always be a fair share of the pie left for digital marketers even in the age of AI.  The key is not to try to do better job at what the machine is already doing — because let’s face it, very few people will have any success doing so, but rather, focus on things that only the human mind alone can do.  Namely, the human brain alone is best off focusing on creating a human-oriented experience for the entrepreneur, the marketer, and the customer.

H/P to Avinash Kaushik who, once again, offers an interesting insight into this:

Get in front of a whiteboard. Draw a decent size square box on it.

Today, almost all the work you do is inside that box.

For Digital Marketers, it is finding keywords or websites, setting targeting parameters, building ads, setting bids, adding rules, building landing pages etc. etc.

For Digital Analysts, it is creating data collection mechanisms, writing queries, creating reports, doing segmentation, creating rules, identifying business focus areas based on data etc. etc.

Here’s the thought: If tomorrow everything you currently do, inside that box, is completely automated… What’s your value?