Monday, November 14, 2016

The 80/20 rule for digital marketing

Here's a key takeaway from Molly Reynold's tips on digital marketing:

The 80/20 Rule
The Pareto Principle says that 80% of results come from 20% of causes. So, 80% of customers won’t engage with your brand’s digital marketing efforts. Only 20% take the time to look at it. Of those, only about 5% or so will actually make a purchase or respond to your call-to-action. So, seek to understand which customers and strategies make up your 20% and build your marketing engine around them.

Monday, October 24, 2016

The difference between a "job" and "work"

In today's economy, jobs are getting scarcer, especially in certain lines of work. Journalism is a good example. As newspapers and magazines downsize -- or even close down, in some cases -- there will inevitably be a shrinkage in the number of journalism positions available. That doesn't, however, mean that there is a decrease in demand for journalistic work. Nowadays even corporations want to engage journalists to do content marketing work.

So, there is a big difference between a "job" and "work". Diane Mulcahey articulates this superbly in this Harvard Business Review article. Here are the salient points in her essay:
When the students in the MBA course I teach on the gig economy ask me for the best thing they can do to prepare for their future careers, I tell them: “Stop looking for a job.”

The best preparation I can offer students is to help them cultivate the mindset, skills, and toolkit to succeed in this new world of independent work.

The advice I give my students is to look for plentiful work, not increasingly scarce jobs.

The best strategy my students can follow is to prepare themselves to be independent workers, not full-time employees.

My students have a better chance of creating an engaging and satisfying work life if they focus on getting great work instead of a good job.

Friday, October 21, 2016

Why content marketing needs journalists

This is why Brian Corrigan, content director at Spectrum Group Read, says journalists are critical to content marketing:

A trained journalist approaches every piece of content they produce with an audience-focused mindset—what’s in it for the reader, listener or viewer? They’ll ask the awkward ‘so what?’ questions when other members of the team drift into product messaging. People are at the heart of every good story, and a journalist will pounce on opportunities to bring them into your content. When you only have half an hour to extract maximum information from a client or a senior executive, they’ll skip the corporate fluff and quickly get to the questions that matter. They’re also skilled at keeping a story alive by coming up with relevant new angles.

Friday, October 14, 2016

To taxi companies: Stop whining and start innovating!

Land Public Transport Commission's CEO Mohd Azharuddin Mat Sah has some good advice for taxi companies who are complaining about competition from Uber:

“Change is never easy. This is a global issue. Every taxi company in the world is not happy about it. New York’s taxis are considered the best, but they are feeling the heat too since Uber’s debut. My advice to them is stop complaining, evolve and change your business model. The world is changing and you have to find ways to attract your drivers to stay on and continue to be part of the system."
He goes on to say:

“No one is stopping you from being creative and innovative... You are running a business, so stop complaining and start innovating."

Saturday, September 17, 2016

Book I'm reading: Pivot

My uncle had one job for life. My job had a job almost for life. But these days, having a "steady" job is the least steady option. Be ready for change... all the time. Otherwise, you will be shortchanged.

Pivot is a book I stumbled upon. And here's the synopsis:
Careers are not linear, predictable ladders any longer; they are fluid trajectories. No matter our age, life stage, bank account balance, or seniority, we are all being asked to navigate career changes much more frequently than in years past.
The average employee tenure in America is just four to five years, and even those roles change dramatically within that time. Our economy now demands that we create businesses and careers based on creativity, growth, and impact. In this dynamic world of work, the only move that matters is your next one.
And this is its author, Jenny Blake's, advice in a nutshell:
  • Double-down on existing strengths, interests, and experiences
  • Find new opportunities and identify skills to develop without falling prey to analysis-paralysis and compare-and-despair
  • Run small experiments to determine next steps
  • Take smart risks to launch with confidence in a new direction