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Author: John Bracamontes

What is Content Marketing really? And is a Content Marketing Strategy different than a Content Strategy?

To the second question, NO, there is no difference.

Let us explain our answer to the first question.

There are many definitions given for content marketing, but ours is pretty simple.
The use of any consciously consumed piece of content created to enhance relationships, education and convince with the goal of getting someone to make a decision or take action.
For us this applies to visibility, awareness, lead generation and conversion or sale.

Content Marketing Strategy vs. Content Strategy

We say there isn’t a difference.
But what do others say?

Some say that content marketing strategy is understanding who your audience is, creating your message, have a brand guide and implementing it.
Some say that content strategy is more about channel strategy and the types of content that goes on those channels.

While we agree that both should exist, we also believe they are one in the same and that it goes beyond the content.

What is Content?

Content is a tool to communicate.
That’s it.

We dare you to argue with us on this. We always win!

Content Marketing Strategy

When we create a content marketing strategy we do these things:

  • Ask you questions about your business
  • Ask you questions about your customers
  • Look at your customer data & behavior
  • Research the market using search engines
  • Research your customers using search engines
  • Research the market using social media
  • Research your customers using social media
  • Identify how your targets consume online
  • Develop a channel strategy
  • Develop content for each channel
  • Optimize content with each channel
  • Track, measure and monitor behavior
  • Continuously optimize

This is how we think content marketing should be done and we’ve seen it work again and again.

Contact us if you want to learn more or contact us if you want to debate our ideas.

Adobe is currently developing a program that can sample your voice and recreate the sound with undetectable accuracy!

What is Adobe VoCo? (Project VoCo)

“When recording voiceovers, dialogue, and narration, wouldn’t you love the option to edit or insert a few words without the hassle of recreating the recording environment or bringing the voiceover artist in for another session? #VoCo allows you to change words in a voiceover simply by typing new words.”

Adobe states it pretty clearly in their statement above.

Whatch the video below to see how Adobe Project VoCo works.

Adobe VoCo

Concerns About This Platform

Some journalism, risk and ethical experts are concerned with the development of this voice reproduction and manipulation product.

  • Faking statements to draw more journalistic attention.
  • Tricking people into taking action. Think the Nigerian email scams on a much more realistic scale with spoofed phone numbers and someone on the other end that sounds exactly like your mom!
  • Financial Security. Some firms use voice print technology as a security screen.

These are just a few of the concerns they have with Adobe’s Project VoCo.

But Adobe states that they are taking measures to allow for validation within the files that would detect if something was real or not at a commercial level. *but this still leaves it open against the average Joe / Jane

Competitors to Adobe VoCo

While audio manipulation is nothing new. Making it easy / simple is. And making it “Good” is as well.

Google’s Deepmind has a product titled WaveNet that is also constructing and simulating speech constructs.
You can view more of that here: https://deepmind.com/blog/wavenet-generative-model-raw-audio/

While Google isn’t recreating the voice of a specific user, they are certainly constructing a highly intelligent speech modeler that if coupled with mimicking technology could be indistinguishable as being computer generated or human to the typical ear.

Project VoCo & Voice Mimicking Use Cases

As Adobe points out, it can easily be used for audio books, podcasts, and voice over talent.
For us this is extremely valuable as a customer service application.

Imagine an intelligent system that knows what you purchased, what your issue is, collects your personal profile information, can detect your emotion from your voice pattern and engages with you in an efficient and emotionally connected way.
And the whole time the person on the phone thinks they are speaking with an actual human being.

This takes the workflows we create today to a whole new level!
Coding in emotional triggers, PII (personally identifiable information) gets tied to your emotional profile.
I have to admit this is pretty exciting stuff.

While not available for use yet, we are working on projects like this to make how we interact across business applications more efficient and profitable.

Check out some of the comprehensive ways we are working in content marketing by Clicking Here –> http://acumenstudio.com/content-marketing-agency/

Darryn Yates is the CEO of Riot Radio

Darryn has a story that will knock you out of your seat!
Touring with his band, living in L.A., doing music videos with famous sex symbols, doing shows overseas, chauffeuring prostitutes, getting into radio, getting kicked off of radio, having his own television show, starting his own radio station and much more.

 

 
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Mobile video is changing everything.
We’ve gone from passively consuming video to interacting with it in deeper, more personal ways.

Twitter is a place where people come to see what’s happening. It’s always been mobile, and always been live. That’s why we’ve seen video take off on the platform – creating a new world of opportunities for brands.

Here are a couple video stats

  • 220x increase in video views on Twitter over the past 12 months
  • 6x more video shares than photo shares on Twitter
  • Click below for all video stats and case studies

Download the Full PDF Here: http://acumenstudio.com/wp-content/uploads/2017/02/Acumen-Studio-Video-on-Twitter.pdf

John Auble is the Vice President, Marketing Program Manager, Financial Advisor (FA) Marketing Team

He is an executive-level manager with more than 25 years of experience creating, implementing and tracking marketing, advertising and communications programs with increasing responsibilities in branding and digital strategy.

He is currently a marketing program manager on the FA Marketing Team within Wells Fargo Advisors and has 21 years of FA marketing experience.

His current job responsibilities include:

  • Generating and managing online sales leads for the various distributed sales channels to convert into new accounts and net new assets under management (AUM)
  • Developing FA marketing automation capabilities within the MyMarketing platform (marketing resource platform)
  • Creating marketing pilots and programs for FAs that leverage digital media and also Wells Fargo enterprise marketing group’s best practices/successful programs & approaches

John began his career with the legacy firm as a senior advertising copywriter and has progressed, launching and managing the firm’s first public Web site, client online account access, FA Web page system and Email Express (compliance approved email blast system) prior to becoming a marketing program manager on the FA marketing team.

 

 
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Private Equity Firms are marketing online more and more, but few are doing a decent job of it and even fewer are seeing success from it.

Our experience has shown there are several key reasons for this.

  1. They Don’t Have the Skills In-House
  2. They Don’t Have a Strategy
  3. They Don’t Take it Seriously

These reasons should make sense to everyone, but as it relates to digitally marketing private equity firms the typical strategies that most marketers speak on are more aligned to consumer marketing, or where the company needs to have a high public visibility.
For Private Equity Firms it is more important to gain the intelligence of how your targets behave online to create a personalized approach and identify how and where they seek advice.

This is a story of how one Private Equity Firm Won Big Online
A Private Equity firm who focused primarily on B2B manufacturing companies wanted to increase dealflow but felt they had exhausted the personal and professional network of the team.

So the question was, “How do we get ourselves in front of new deals?”.

They Took to the Streets

The Managing Directors of the firm started calling on anyone they had met in the past who could potentially refer them to deals. Attorneys, CPA’s, Money Managers, etc.

While some seemed promising and the likelihood of deals in the future would likely come, they would also come slowly and with no predictability.

They Attended Conferences and Trade Shows

Another easy idea was to get in front of company owners and board members at trade shows and conferences. This too is great and can build trust quickly with potential targets.

The problem with this is that it is not scalable and again can result in slow acquisition.

What About Marketing?

For some reason many Private Equity Firms don’t participate in marketing.
Maybe it’s the rules that you must deal with from FINRA and the SEC.
Maybe it’s a belief that it doesn’t work.

But this firm decided that it was worth a try.

After looking at options and talking to many different agencies, they decided that digital marketing would be their best choice.

They came to this decision based on the fact that they could start finding businesses who were actually looking for growth opportunities which are closer to converting as deals and they could target and track the people and companies they would like to do business with.

What were the results?

The firm decided to optimize their website for search and for conversion.
They started doing content marketing focused on drawing in new business opportunities directly from owners, boards and deal makers.
They used paid ads and retargeting to stay in front of their prospects.
They tracked and measured the activity to identify high value contacts.

All of these actions resulted in 20% higher deal flow volume than their record year and a 25% reduction in time to close on those new inbound deals.

This resulted in Millions of dollars in new revenue and a greater profile / status as a solid firm in that particular sector.

You can read more on Private Equity Marketing here: http://acumenstudio.com/private-equity-marketing/

Bryan Sapot is an Entrepreneur, a leader in the Manufacturing Data & Analytics industry, Developer and Multiple Awards Recipient currently leading his company SensrTrx and helping manufacturers extract and understand their equipment data through a cloud based platform.

We discussed Bryan’s entrepreneurial beginnings, learnings, big moves and his vision for the future.

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