This is one of my favorite jokes to tell at work, because it so exquisitely captures what us digital marketers do better than anything else —ruin things.
For example, email used to be exciting and fun. Now, 99% of the emails I receive are complete and utterspammygarbage. Emails that are valuableandexciting are now the exception, not the rule. All because of marketers like me.
Social media was fun for awhile, too. Then marketers came charging in with pushy ads — and a very loose understanding ofhow hashtags work— to the point where social media networks had to create algorithms to keep us from gaming the system.
But my absolute favorite is how many of us build content strategies...
Our strategies should (in theory) be made up of topics that answer themost pressing questionsof our buyers. Too many of us, however, create these strategies without ever asking sales — the folks with the most first-hand knowledge of what our buyers care about — to be a part of the conversation.
And then we wonder why they consider the vast majority of the content we publish to be fluffy or useless.
We think we designed a horse when, in fact, we designed a big fat camel.
If that sounds like you, don't be too hard on yourself. I can only say these things now because I spent years making lots of mistakes as unwitting, world-class purveyor of camel content strategies.
We all mistakes, and that's OK.
As the saying goes, "the first step is admitting you have a problem."
⛔ Are You Making Any of These 7 Costly Content Creation Mistakes in Your Inbound Marketing?
🎬 YouTube Ads Introduces Video Reach Campaigns to Simplify Brand Awareness
Up until now, YouTube required you to create and manage separate campaigns for six-second bumper ads, skippable in-stream ads, non-skippable in-stream ads, TrueView ads, and masthead ads. YouTube has since realized this was a problem. So, with the launch of video reach campaigns, advertisers can now upload and manage multiple videos in a single campaign. In this article from IMPACT HubSpot Consultant Nick Bennett, you'll get the full scoop on how these new video reach campaigns work and why it's a game-changer for YouTube advertisers.
Heads up, Chicago! The next HubSpot User Group event is on October 8!It will include a recap of the most critical updates from INBOUND19, and then Stephanie and Sarah (your fearless HUG leaders) will lead a discussion on how to plan inclusive holiday campaigns. You'll walk away with important e-commerce holiday dates to remember, key things to keep in mind when planning a holiday campaign, how to manage campaigns and reporting in HubSpot, and more. Reserve your seat for this event today, as Chicago HUGs fill up fast!
⏰ Throwback Thursday
Back in August, we produced a welcome video for new clients, because we want our relationships to start with clients feeling welcomed into the IMPACT family:
The video itself creates the illusion that it's a seamless "one-take" shot.How did we make it happen? Gobehind the scenes in this articleto learn about how we created our own version of movie magic — and how you can, too!
🚽 One Last Thing
Like I said at the start of this, not every email I get is a total waste of cyberspace.
So, I'd like to end this edition ofTHE LATESTwith ashoutout to the team at Charminfor this hilarious email I received yesterday: