Link: eBooks vs. Whitepapers

Tirone expanded further by saying that whitepapers are often used by marketers to highlight the brand’s value proposition — which could be a product, service, or solution — in a polished deliverable with strong visuals and writing. “The structure of a whitepaper can vary, but the common components remain pretty consistent; [it starts with identifying] a problem, [followed by a] methodology, guidance, [and then the proposed] resolution,” he explained.

There’s several opinions of which work better for getting customers. One of them:

“EBooks perform well at the “awareness” stage of the buyer journey, where a person is trying to accumulate information about a particular product or service and wants to gain a comprehensive understanding first. [Consumers at this stage] are more concerned about the “problem” part of the equation.” said Kapoor. “Whitepapers, on the other hand, target people in the “decision” stage in the buying-journey. Whitepapers are introduced when a person versed with the basics [is] looking for “proven validation” of a concept to fuel their buying decision,” he continued.

I think white papers are good for specific topics, as most of the write-up says, people who are beyond the basics. Books can be that way too (of they collect together tactics and how to’s), but books do well as overviews of the basics, to make and describe the market/problems you’re selling solutions for.
Original source: eBooks vs. Whitepapers

Link: The New Affluents

Time to reap: “Several traits about the new affluents distinguish them as ideal prospective customers for brands of all sectors. In particular, luxury brands looking to woo customers with a little extra in their pockets might find this group a good place to start. Gen Xers’ share of national wealth is forecast to grow from under 14% in 2015 to nearly 31% by 2030, while Millennials’ share is forecast to grow from just 4% in 2015 to 16% by 2030, according to Gartner research. Additionally, this group is likely to be raising families and becoming first-time homebuyers, making them prime targets for home and CPG brands…. Though the new affluents want to save, they are likely to be in the midst of costly life transitions related to family and are also paying off significant debt, meaning money management is definitely on their mind.”
Original source: The New Affluents

Link: Stoicism made simple

Aside from the last, this is good advice for any advice format, I including the hustle-medium of marketing:

“– Stoicism is focused on uncomplicated theories of life
– Stoicism is so clear that you can take action from the advice immediately
– Study is not required to understand Stoicism
– The most read Stoic is Lucius Seneca. Marcus Aurelius is also very popular”

Original source: Stoicism made simple

Link: Authenticity Wins

Put user generated content in your Web 2.0 hustling mix:

“The study also highlights other social media nuances that might be easy to overlook. While posts featuring user-generated content deliver a higher lift than traditional brand posts, the research makes clear that filling your feed with UGC images isn’t always the way to go. Luxury beauty brands see a 23% engagement lift from UGC, yet auto brands see a more modest 3% increase. This could be a matter of frequency, as luxury brands feature user-generated content in only 2% of posts, while auto companies include it in a fifth of content.”
Original source: Authenticity Wins

Link: What is Developer Advocacy?

“Developer Advocacy has many names. You may have heard it referred to as Developer Relations or Evangelism, and while these roles vary company to company, we all essentially do the same thing — We represent software developers. I like to say that it’s my job to ask dumb questions so you don’t have to, but the real goal of a Developer Advocate is to become the voice of the user. We gather feedback in a way that most developers don’t, then use that feedback to shape the product to become what it needs to be.”
Original source: What is Developer Advocacy?

Word of mouth trumps facts

I recently met with the CEO of a large shoe retailer who said something that resonated with me. To paraphrase, he said, “If I show content that has Kanye West in a pair of our sneakers, along with a link to buy the sneakers, that’s going to be much more successful than an ad explaining why that sneaker is great.” He was referring to the rise of sneaker culture and how stars can have a big impact.

But the flip side is that people believe what they perceive to be “authentic.” We are living in a society where perceived authenticity holds greater weight over right or wrong. Although Google is only a voice command away, we are increasingly less likely to check the veracity of someone who we believe is telling the truth.

Moreover, we are likely to continue believing our friends even after hearing a contradictory truth from someone we don’t know.

With commodity goods like shoes, much of that seems fine: there’s little functional difference between them except the intangible, subjective “feature” of brand that exists only in people’s heads.

On the other end where there are more factual differences between products – let’s say things like bluetooth headphones, cars, computers, and dishwashers – wading through all the comparing fact claims is exhausting and getting a trusted friend to recommend something is valuable. Or, there’s sites like The Wirecutter for people who like to read.

Link

Hustlin’ webinars

Hey, sometimes a Johnny Leadgen PDF has some useful info in it. This PDF from BrightTalk (a webinar hosting company that, in my experience, is the best all around) goes over some tips on promoting your webinar:

  • “The ideal promotional campaign spans about 4 weeks prior to the live event, with a minimum suggested promotion time of about 2.5 weeks.”

And for each social hole:

Screenshot 2016-10-04 09.54.02.png

“[U]sing it as a way to escape for a bit.” That’s the one.

There’s some other, mostly obvious, but good to reminded of stuff in the PDF.

Link: Don’t make the mistake of thinking the CIO is irrelevant – TechRepublic

“The world isn’t about to end, however. Yes, Forrester reveals in its “Understanding Shifting Technology Acquisition Patterns” research note that lines of business are taking on a greater role in technology purchasing, removing IT from the purchasing process in 6.3% of new technology purchases in 2013, rising to 7.2% in 2015, while IT-only purchases will fall from 23.7% (2013) to 21.6% (2015).”

From 2014.

Source: Don’t make the mistake of thinking the CIO is irrelevant – TechRepublic