Content Marketing Institute B2B survey: Document your strategy. Edelman Digital on Big Data

Here are some of the best articles from content marketing, advertising, and big data. This week, we’re focusing on lessons learned from local advertising and content marketing. We also have a fake infomercial created to sell a fake product.

Local advertising that could be more appealing can be effective. PR Daily makes a case for the lessons marketers can take from local advertising. There are two main takeaways: Be yourself, and personal messages can be more potent than polished ones. After all, this guy’s in-your-face, candid video pitch about Mike’s Golf Shop was featured on one of Comedy Central’s hottest shows, “Tosh.0”. A local spot also gained national attention but for a completely different reason. Last year, a two-minute polished commercial for personal injury lawyer Jamie Casino aired during the Super Bowl. The lawyer uses his own story about his brother’s death to explain his firm’s mission. YouTube video has been viewed more than 5.6 million times.

The influence of Big Data is Growing.

In a recent article, Edelman Digital asked if big data was still relevant on their website. The report cites a study by IDG Enterprise and explains that big data drives companies to make more significant investments. Companies invest in more software, tools, and personnel as part of a big data strategy.

Document your plan

It’s not a secret that planning is the key to a successful content marketing campaign. Recent data confirms this. The Content Marketing Institute reveals some key findings in its annual content marketing study. The CMI found that marketers who have documented their content marketing strategy are more successful. However, it also found that most marketers use a verbal plan. Therefore, the CMI stressed how important it is to document these plans. According to the CMI’s fifth annual survey, ” B2B Content Marketing 2015″ Benchmarks Budgets and Trends – North America,” nearly half of B2B marketers with a content marketing strategy have documented it.

Context supports relevance

According to a Street Fight report, context distinguishes intrusive advertising from relevant content. Skyhook’s Mike Schneider spoke about contextual advertising in a webcast. Street Fight emphasizes that marketers need to go beyond just knowing their audience and instead provide context. This ultimately helps with relevancy.

An Unconventional Sales Pitch

AdWeek calls the above video of GE Link Lighting ‘looney,’ but it is effective. Jeff Goldblum is the perfect person to sell GE bulbs. Adweek reports that Jeff Goldblum is behind an infomercial parody promoting GE Link Lighting products. This ad certainly achieves its goal of being outrageous.

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