Plan Develop and Write – content workshop training

There’s a training event run by The Online Academy coming up next Friday 3rd March in Auckland.

 

Content marketing workshop

 

Learn more at The Online Business Academy – how to Plan, develop and Write content that will rock your brand.

 

 

We’re hiring – Marketing Assistant – Digital Marketing

Marketing Assistant specialising in Digital Marketing and Copywriting.

Creative Agency Secrets provides digital marketing services for brands and businesses. We are a leading agency innovating with marketing techniques like social media, community building, direct response and advanced blogging.

Working with us you will learn how to run a website, ecommerce shop, blog, email marketing, database management and social media marketing.

This position is suited to an applicant with 1+ year experience in a similar role who wants to accelerate their learning and move up towards being a Marketing Manager.

An interest in the internet is essential and a marketing, communications, business studies degree is optional. Some prior knowledge of websites, blogs and online marketing is needed. Excellent written communication is required and a writing test in English will be part of the application.

Send your CV and one page describing an event you ran (party, event, gig, trip to the beach etc) what you did to market and promote it. Include a list of the tools and techniques you used, what worked and what didn’t work and the outcomes.

This is a full time job based at our Eden Terrace offices.  Pay is from $40,000 per annum plus 20 days holiday.

Machine Learning

Machine Learning Impact on the Future of Content and SEO

The age of Artificial Intelligence is here and it’s powering up the simplest things in our daily lives. In a nutshell, Machine Learning is the science of giving computers the ability to learn without being explicitly programmed. Kinda like showing it pictures of kittens until it creates enough patterns to identify another kitten by itself from new images. It’s very similar to how our human brains learn while we are kids. A few companies already have this type of technology running (and evolving by the second), like Facebook and Google. Every day we input more and more content online as check-ins at favourite restaurants, search queries for hotels for our next vacation, pictures with friends and peers. The list goes on.

Big Brother is watching and he can help sell your stuff

This is a bit of a futurology exercise, I know. But don’t get it confused with any supernatural nonsensery, I’m certainly not writing this article on an Ouija board. It’s pure (computer) science that you don’t have to understand completely, just harvest its potential.

Taking advantage of the massive quantity of data stored online is incredibly useful to pinpoint your target audience, facilitating conversions. Because we blindly “agreed to the terms and conditions” of most online services, social media platforms can freely record information and trace it back to your profile for future use. In a world where virtually everyone is connected 24/7, this is actually a cool thing from the marketing perspective (if you ignore the obvious user privacy issues of having every move tracked online).

Ever noticed how Facebook shows (mostly) spot on sponsored content on your timeline? By analysing everything you like and share, Facebook creates a detailed persona of each user to target ads in the best way possible. And it’s not only what you do on the platform, they can track your footprint in other websites thanks to their Facebook Pixel.

Machine Learning helps predict your client’s future actions

As you probably know, we humans are creatures of habit, which makes recording our behaviour a simple task to the machines. Knowing that, Amazon and Netflix have mastered how to give the best “related products” suggestions you can find online. Their state of the art database is taking advantage of Machine Learning to predict your next clicks offering highly tailored content. Forget one-size-fits-all. To thrive in the current market, companies must pay attention to User Experience like never before.

A simpler (and free) way to implement something a lot less fancy as that is two tools called Content Analytics and Heat Maps, both part of the SumoMe suite. They record data of how far down your readers are getting in your articles and what links are generating more clicks on your pages. With this information, you can do very good educated guesses regarding what’s working and what to change on your website. This is not the “machine learning” approach, but I felt it was worth mentioning.

Forget that “beep-boop” bullsh*t R2-D2 has been feeding us for decades

Artificial Intelligence is also being used to write texts without human supervision. For example, the biggest Wikipedia contributor, Sverker Johansson, with more than 2.7 million articles published, is actually using a bot called Lsjbot to create all content.

If you think it would be obvious to differentiate between human or computer generated articles, think again. According to a study from Karlstad University, Sweden, “the readers are not able to discern automated content from content written by a human“. The researchers used two sports articles (these tend to be more factual and analytical) one written by a journalist and another by a software previously called Statsheet (now called Wordsmith). Big media outlets as Los Angeles Times and Forbes already use similar technology as a base for some articles, with humans later improving the content before they hit publish.

And what if I told you that the previous paragraph wasn’t actually written by me, but by software?

Well, I would be lying.

But for one second you actually thought about the possibility, right? Welcome to the future.

Get creative, experiment, innovate

And how can you take advantage of this in your business? There are a few services (like the IBM Watson) that offer the power of “computer minds” to businesses.

One experiment that I believe is worth the try is applying “robot talk” to your images SEO. Using a free tool like Microsoft’s CaptionBot you can let their machines determine the Alt tag for your image in your website. With Google giving more autonomy to RankBrain and relying more upon machine learning to deliver the best search results, it’s not about how you describe an image anymore. It’s how the machines see it.

Printed direct mail promoting a printer

Preparatory work for direct mail lowers costs

Direct mail is a highly effective marketing technique that delivers sales revenue in a short time frame.  

Some direct mail is poorly conceived and so does not achieve its potential.

[WARNING – this is not always true].

Printed direct mail promoting a printer

Printed direct mail promoting a printer

I received three mailers from a printing firm which serve as a great example of a campaign that could have been much more effective with some pre-planning working with an expert in direct mail campaign structure such as us.

Direct Mail campaign structure

Using a mailing list of marketing agencies, three print pieces of DM were posted out.

The copy promoted “digital by nature” and a new world of digital printing.

The positives

  • Each card had a number to show where it came in the sequence
  • Each one showed different paper colours front and back
  • Each card had the print specifications for the front and back detailed which was cute
  • All print was beautifully executed
  • The 3rd card showed how to set up artwork to work with digital White Toner
  • The 4th card showed how to set up artwork to work with digital Clear Toner

The negatives

  • I did not receive the first card so the campaign opener was lost
  • My agency does not buy print or do graphic design, we are not a good prospect for this service
  • No landing page for the campaign on the website
  • When I first visited there wasn’t a mention of the campaign on the homepage, there is now.
  • This goes to a landing page which has the wrong link in the contact us button.

    wrong link

    Wrong link – testing would have showed this up

How I would have improved the campaign

  1. Combined telephone canvassing with direct mail
    1. Checked the database by phone first asking one question “Do you design for print?”
    2. This would have reduced the downstream print and mailing costs, focused the campaign
  2. Published a landing page URL on the collateral
    1. Tested all the links so the contact us URL was correct (it currently references the same page it’s on)
    2. Included a “behind the scenes” video to show the inside track of the skill Valley Print used to create the mailers and the challenges they faced e.g. printing white on black for the envelope
  3. Used a courier delivery not NZ Post to improve delivery success
    1. This is particularly important for a posted print direct mail series
  4. Followed up by phone with
    1. an invitation to watch the video
    2. stay in touch
    3. subscribe to news updates
    4. further qualify for future work opportunities
  5. This would have built a mailing list, fully up to date and ready for in-house new business sales team to continue to work in the coming months
  6. Planned follow up campaigns including more of the excellent tutorials for designers

Ready to talk direct mail with us?

Give us your challenge and let the creative team loose!