Marketing Dojo #10: This newsletter will make you hungry 🤤.
Repurpose your content ♻️, LinkedIn's new targeting options & Quiz time.
Hello All,
🎉 Happy International Women's Day to all the amazing ladies reading today's newsletter! 🌸💐🌻.
In this week’s issue, we will cover
A framework for increasing content repurposing
Covid’s comeback kid
Airbnb’s gutsy marketing move
Generative AI is knocking on marketers’ doors
And lots more.
Before we begin, if you enjoy the newsletter, why not share it?
Share the Marketing Dojo with your marketer friends.
Quiz time:
🎎🇯🇵 Born in Japan
🌟🇨🇳 Gained fame in China
🌍💪 Became omnipresent during Covid
💰👌 Starred in the most cost-effective Superbowl ad
🤔 Who am I?
👇 Scroll below for the answer.
Make your content work harder: Repurpose like a boss with Nibble, Bite, Snack & Meal Framework.
We can turn a live webinar into:
A blog post
A Podcast (sound only)
An Infographic
Video Snippets
Social media posts
And much more.
Aggressive distribution & repurposing plans increase the returns on content marketing efforts.
But repurposing shouldn't be an afterthought.
We should include it in the early stages of content planning.
I have recently been leaning on the nibble, bite, snack and meal framework to think about content repurposing.
The idea is simple:
While planning for a long-form content (meal), consider the other content sizes that I can create, i.e. nibble (10-15 seconds), bite (30 seconds) and snack (under 3 minutes).
Brainstorm all the options of creating nibble, bite & snack content.
Create long-form content with the end goal of repurposing in mind.
I know this newsletter comes to many around lunch or breakfast time, so I apologise if the imagery below gets you hungry. 🍔🍟🍩🍕🥪
Content only reaches its potential if it is repurposed and distributed heavily. What else can we add to the repurposing ideas?
The Power of Branding: Airbnb’s Winning Strategy.
Airbnb decided to cut its marketing budget in half in 2020 when Covid-related lockdowns hit travel hard. But instead of spreading it thin, they doubled down on building their brand and reducing their performance marketing.
Airbnb's CEO Brian Chesky saw marketing's role as "educating" rather than "buying" a customer.
"We were right to shift spend from performance to brand-building," said Airbnb's CFO.
And guess what? The decision paid off! Airbnb saw record earnings in the fourth quarter of 2022. With travel picking up again, things are looking up for the company.
So what's next for Airbnb? They plan to shift their brand campaigns to target hosts.
Meme time: When You Dare To Invite Your CFO For a Grand Customer Event.
Yeah, the purse strings are tighter than ever these days.
If you invite Mrs Lopez & Mr Affleck from your finance department for a larger-than-life Grammy customer event, here’s the reaction you can expect.
LinkedIn’s new targeting tool might be a game changer.
LinkedIn has recently introduced new interest-targeting tools that can help boost the performance of LinkedIn ads.
As a B2B marketer, I ❤️ LinkedIn, but let's be honest, it can be 💰💰💰 compared to other platforms.
Interest targeting is a terrific way to reach audiences based on their interests and preferences.
The possibilities are immense, with over 400+ interest categories in three buckets - service, product, and general.
Combining these interests with account-based marketing on LinkedIn will surely deliver a bigger bang for the buck on the platform!
Generative AI Tools for marketers & creators are springing up everywhere.
This week there was a deluge of AI product announcements. Youtube’s new CEO, Neal Mohan’s notes hinted about the upcoming generative AI tools for creators.
Creators will be able to expand their storytelling and raise their production value, from virtually swapping outfits to creating a fantastical film setting through AI’s generative capabilities.
Google released its “automatically created assets” for search powered by AI. In a nutshell, Google can now take input from assets submitted by a brand and combine them with assets from landing pages & other ads targeting the same keyword to create new search assets dynamical.
Generative AI features in everyday tools marketers and creators use are beginning to trickle in; the deluge is not too far away.
Quiz-time Answer: QR Codes.
Quick Response codes are 2D barcodes that smartphones and other mobile devices can scan.
Covid gave QR code adoption a real boost - with every restaurant implementing a food ordering system. I incorporate QR codes on all point-of-sale material for actions ranging from requesting a sample to viewing a video.
How about you?
Short Stuff.
Reddit finally improves its searchability (
Dive intoSearch anything)TikTok launched Sounds for Business - templates to create custom sounds. (Creator tools)
A sneak peek into Bing’s inner workings (Interesting insights).
Meta releases a trend report - Culture Rising, 2023 (Yes, Metaverse is included by default).
That’s all for this week’s edition; I hope you learnt something new today.
If you enjoyed what you read, why not spread the word? Please share Marketing Dojo with fellow marketers.
Signing off,
Garima
I just wanted to share something cool I discovered this week. Have you ever heard of Rube Goldberg? You've probably seen a Goldberg machine without knowing its name!
I came across this fantastic ad from Honda that uses parts from a car to create this elaborate Goldberg machine. It's so clever, and geeky; II love it! I wish I had found it sooner. Check it out if you get a chance!