Category Archives: Roundups

A list of my Quora answers

Your answer to What is the greatest word of mouth story of all time?

Your answer to What are the companies that rely on word-of-mouth as marketing?

Your answer to What is referral marketing?

Your answer to What is the best niche for referral marketing?

Your answer to What are some word-of-mouth marketing tactics and strategies?

What are the top marketing agencies in Singapore?

Why does advertising still exist?

Your answer to How do I design a referral program?

Your answer to How did Carousell grow without any marketing?

Your answer to How do you choose the right incentives for your referral program?

Your answer to What are some must follow internet marketing blogs?

Your answer to What’s your favorite blog to follow for marketing tips?

What are some examples of “delighting customers” in marketing?

Your answer to Why is email marketing the king?

How did Kotex advertise?

What are some examples of “emotional marketing”?

What are some examples of “Public-facing” used in marketing?

What are some examples of triggers used in marketing?

What are some examples of Contagious principles used in marketing?

What is the greatest word of mouth story of all time?

Your answer to If you were to make a site like viralnova.com, how would you make it grow?

Your answer to What are the most useful apps for Shopify?

Your answer to How do you market an Internet startup with no marketing budget?

What are the top detailed answers on marketing on Quora?

How do I design a referral program?

What are the most popular market research jokes?

What are the next big theories in marketing?

What’s the hardest part about inbound marketing?

Your answer to What’s the hardest part about inbound marketing?

What startups have come out of a very small niche?

Your answer to What startups have come out of a very small niche?

Has opening a can of soda gotten louder?

What do directors of field marketing do, exactly?

Your answer to How did TOMS Shoes educate the market during the initial product launch?

Your answer to What are the weaknesses of mass marketing, as opposed to segmented marketing?

Why do marketers make so much?

Your answer to Why do marketers make so much?

Your answer to What is the social landscape?

What is the social landscape?

How do I promote a web-based debate startup?

Your answer to How do I promote a web-based debate startup?

What events or causes does SolarCity support and sponsor?

Your answer to Is All Pro Student Services a good name for a student services business?

What is Tesla Motors’ marketing strategy?

User Acquisition: Does content marketing scale?

What are some recommended customer referral program vendors?

What is it like to be a Brand Manager at Unilever?

What is the role of social media in marketing?

Is tell a friend marketing dead?

Your answer to What is content marketing?

Your answer to What is marketing?

Your answer to What are the most effective ways to promote blogs?

Your answer to What is social media marketing?

Your answer to What is social media to marketing?

What is social media to marketing?

How should I get started learning more about marketing?

Your answer to How should I get started learning more about marketing?

Why do stores have sales?

Your answer to Why do stores have sales?

In what ways does a marketer contribute to society?

Your answer to In what ways does a marketer contribute to society?

Is social media marketing going to sustain?

Your answer to Is social media marketing going to sustain?

The best market strategy for anti-aging products?

Your answer to The best market strategy for anti-aging products?

Is SEO a waste of time?

Your answer to Is SEO a waste of time?

What are effective ways to turn a blog into a business?

Your answer to What are some good examples of companies driving demand indirectly?

Your answer to What is the influencers marketing? How it relates to the WOM?

What’s the most effective way to market to Military wives?

Your answer to What’s the most effective way to market to Military wives?

Your answer to Do you care what your teammates are working on as a marketing team?

Your answer to What is an efficient way to give 1000 different people your business card?

Your answer to What are some of the most epic product fails?

How can one advertise any software for free?

Your answer to How can one advertise any software for free?

Your answer to What’s the smartest maneuver you’ve ever seen in marketing?

You got an awesome product. How do you market it?

Your answer to You got an awesome product. How do you market it?

How do I become an ad man?

Your answer to How do I become an ad man?

What are the biggest lessons from Seth Godin?

Your answer to What are the biggest lessons from Seth Godin?

How does Red Bull manage to sponsor so many huge events?

Your answer to How does Red Bull manage to sponsor so many huge events?

Your answer to Is your Marketing team a picture of chaos or is it a well-oiled machine?

Your answer to Can anyone successfully sell stupidity / nonsense online/offline?

Your answer to As a Marketer, what are the 10 typical things your day is filled with?

Your answer to What are some techniques to attract people to an event you are promoting?

What is ‘Marketing Solutions’?

Your answer to What is ‘Marketing Solutions’?

What is the importance of accurate timing in marketing?

Your answer to What is the importance of accurate timing in marketing?

Is good marketing the most important factor of success?

Your answer to Is good marketing the most important factor of success?

Your answer to Advertising and Advertisements: What are some great advertisements?

Your answer to How can I find out what my local community is googling the most?

What was Viagra’s initial/launch marketing strategy?

Your answer to What was Viagra’s initial/launch marketing strategy?

What was Google’s initial marketing strategy?

Your answer to What was Google’s initial marketing strategy?

Your answer to What exactly is tribal marketing and why is it significant in the digital age?

How to go viral on social media?

Your answer to How to go viral on social media?

How do I market a magazine?

Your answer to How do I market a magazine?

Why does popular music predominantly target teenagers?

Your answer to Why does popular music predominantly target teenagers?

How big is the referral solutions market?

Your answer to How can I come up with a brief slogan that explains the essence of my website?

How should I market my Slogan Company?

Your answer to How should I market my Slogan Company?

Your answer to Online Journalism: Should twitter posts be viewed with skepticism ?

Your answer to Why isn’t there a dominant player in Referral solutions market?

The Mind: What is an idea?

Your answer to The Mind: What is an idea?

Why is digital marketing so cluttered with middlemen?

Your answer to Why is digital marketing so cluttered with middlemen?

Your answer to How do you define engagement “content marketing”?

Coke and Pepsi:  is the ROI on their marketing respectable?

Your answer to Coke and Pepsi:  is the ROI on their marketing respectable?

Your answer to What is a good book/ebook that teaches about online marketing?

Your answer to Marketing: How do sell a product inferior to that of your competitor?

Should i detail all my services on my brochure?

Your answer to Should i detail all my services on my brochure?

How do you prove a social media campaign was successful?

Your answer to How do you prove a social media campaign was successful?

Your answer to “How to convience people so that they can purchase our product?”

How did you convert to Google, the search engine?

Your answer to How did you convert to Google, the search engine?

What are your favourite marketing blog posts ever?

Your answer to What are your favourite marketing blog posts ever?

Your answer to How do I make a presentation creative whilst still remaining professional?

Your answer to What is the difference between direct and indirect marketing?

Your answer to What is the best slogan ever created?

Your answer to What are the worst advertisements ever?

What are the most overpriced items that people buy?

Your answer to What are the most overpriced items that people buy?

Job Descriptions

Let’s look at some job descriptions.

I’m going to use these to influence some of the blogposts I write next.

Uber – Content Marketing Manager, Southeast Asia

Uber seeks full-time Regional Content Marketing Managers to create, manage, and distribute web content in each of our operational regions. The ideal candidate understands how content works across a customer journey to fulfill both regional business objectives and local user needs. The Regional Content Marketing Manager will be the strongest advocate for transforming global insights and initiatives into impactful city-based content.

What You’ll Do

  • Ownership and responsibility for regional content covering the Southeast Asia region
    Operationalize web content strategy within a region, working with City Marketing Managers to produce and publish localized web content
  • Develop and manage editorial calendars for a region
  • Create editorial best practices, from writing and publishing to tracking and optimization
  • Strategically prioritize content initiatives based on their region’s unique business requirements and customer needs
  • Track content across its lifecycle, optimize top performing content, and provide recommendations that help enhance web content strategy at Uber
  • Track content production for each operational region
  • Work closely with cross-functional teams including SEO, Uber.com & other marketing channels to maximize ROI of content

What We’re Looking For

  • Strong writing abilities—while overseeing content production across cities, Regional/Country Content Marketing Managers may also write core content on uber.com.
  • Passion for developing sound content strategy, determining message hierarchies, and developing user experiences that communicate exactly the right message to the right person at the right time
  • A keen eye for measurement, helping to provide reports against KPIs and key strategic insights
  • Knowledgeable or willing to learn about amplification and distribution, including organic and paid strategies, social media platforms, and native distribution (platforms include but are not limited to: Sprinklr, Outbrain, Media Partners)
  • Experience publishing for SEO, Social, or CRM channels is a bonus
  • Ability to prioritize tasks and manage deadlines in a fast-paced environment

PayPal – Content Marketing Architect – Merchant

Job description:

  1. To design merchant content strategies for our APAC Markets to enable the delivery of the right message to the right customer at the right time in a delightful way to create outstanding customer experiences and strong business outcomes.
  2. To continuously improve the content, we are delivering to our customers and also continually improve the way (cost, time and processes) that this is being delivered to market.

Key Responsibilities

CONTENT DESIGN & CONTENT STRATEGY

  1. To define the content requirements and needs by market, by segment, by initiative and by customer touch point to develop a prioritized plan to deliver a program of content delivery to the APAC Markets
  2. To leverage customer insights to design customer journeys across the lifecycle for key segments
  3. To partner with the markets to design content offerings around business requirements, customer needs and pain points to deliver outstanding customer experiences that unlocks growth for our business units
  4. To partner with RHQ Channel Owners to deliver outstanding content for core customer experiences across key lifecycle streams for website, email and social channels

CONTENT CREATION

  1. To develop wireframes and content briefs for key customer touch points for internal production resources and agency vendors
  2. To create a roster of trusted vendors and partners that can develop quality content for APAC Countries at scale
  3. Partner with Local Country Teams to develop the capabilities to localize content in an effective and efficient way

OPTIMISATION AND CONTINUOUS IMPROVEMENT IN CONTENT

  1. Develop content playbooks for key Merchant segments in APAC
  2. Develop ways to track and measure effectiveness of content across all touch points to drive continuous improvement

Key Skills And Experience

  • Bachelor in Business or Communications – Journalism, Digital Marketing, Communications, PR
  • 5-10+ Years in Content Creation – ideally for digital channels
  • Experience in design thinking
  • Experience in information architecture, working with a content management system and ideally SEO
  • Understands translating customer needs and insights into commercial strategies and communications
  • Outstanding communications skills – written and verbal
  • Team player – high energy and passionate about impacting team dynamics. Outstanding collaborator
  • Ability to influence in a complex matrix structure (VV: Lol)
  • Strong Planning skills – highly structured, organized, logical and drives towards outcomes
  • Strong Process Skills – ability to map and improve business process
  • Strong attention to detail and care about quality of work
  • Critical and strategic thinker

Uber – Marketing manager

About The Job

As a Marketing Manager, you’ll be responsible for implementing and advising on strategic initiatives that drive acquisition and engagement of riders and driver-partners. You’ll own projects that span growth, brand, content, product positioning, user lifecycle management, and retention for both existing and newly-launched regions.

Your responsibilities will include:

  • Translating complex and varied inputs including market data, market research, consumer insights, and more into actionable campaigns that drive growth or retain users
  • Wordsmithing and executing targeted email campaigns, and helping to build the voice of the Western Canada brand
  • Working across teams to better understand the customer and derive insights to improve targeting, segmentation in order to acquire users
  • Growing existing acquisition channels and bringing new ones into the mix, focusing on results and the scale of the opportunity
  • Owning campaign processes from end to end from ideation, execution, to measurement
  • Acting as a thought partner and mentor for the marketing team to encourage data-driven approaches and decisions

WHAT YOU’LL DO

A Mix Of Day-to- Day Activities And Broader Projects Could Include

  •  Building out a scalable plan to drive user acquisition, loyalty, retention, and advocacy
  • Developing and executing a rider growth and education plan for newly-launched cities within the region
  • Building the furniture of targeted email marketing campaigns to drive ridership
  • Building out go-to- market strategies for new products and in-app features
  • Evaluating performance metrics to inform new projects or areas of opportunities

WHO YOU ARE

  •  You think big. You’re passionate about this role and the Uber brand. Exploration and experimentation is inherent in your process. There’s strong rationale behind every recommendation you make. You have a thirst for knowledge, and curiosity drives you.
  • You’re a team player. You’re collaborative, respectful, and willing to give and receive fierce feedback. You iterate quickly and respect deadlines. You have strong interpersonal skills with the ability to adapt communication styles to your audience.
  • You’re a hustler. You hold yourself and the team to high standards. You motivate and mentor team members to produce inspiring results. You are very comfortable working in a fast-paced, entrepreneurial environment and culture.
  • You thrive in a startup environment. Building the vision for a new company excites you. You love growing and scaling new ideas, and having your hand in many different projects at once.
  • You have an ‘all hands on deck’ attitude. No task is too big or small. You love dabbling in different areas of the business, and lending a helping hand wherever it’s needed.
  • You’re comfortable with change. You tackle problems head-on. You adapt to shifting priorities, make efficient decisions in the face of tight deadlines, and manage multiple projects simultaneously with ease.

Qualifications

  • 4+ years of experience-relevant roles include growth hacking or acquisition specializations, product management, or brand management (experience in a start-up and/or consulting is a plus)
  • Experience working in a fast-paced, data-driven, growth-oriented environment
  • Demonstrated success in leading complex projects, campaigns, and/or teams with full ownership over process and performance
  • Strong communication skills, particularly in email and content writing

Grab – Social Media Manager

IN THIS ROLE, YOU WILL:

  • You are a highly motivated, creative individual with experience and a passion for connecting with current and future customers. That passion comes through as he/she engages with customers on a daily basis, with the ultimate goal of turning fans into customers. Social media manager is integral to all our community engagement and content related efforts. You will be essential in communicating the company’s brand in a positive, authentic way to today’s modern, hyper-connected, mobile first customers
  • Establish a strategic approach to social media content that aligns with Grab’s strategic and tactical needs while overseeing owned channels development and management.
  • Work with the regional team to grow engagement, reach and improve customer satisfaction levels
  • Ensure that social content is compelling and meets the strategic goals of the social persuasion.
  • Maintain and coordinate Grab’s social content marketing calendars including brand, product and values.
  • Use established metrics to optimize and drive continuous improvement in Grab’s efforts for social excellence
  • Work with external agencies to develop creative and engaging online and social media content for Facebook, Twitter, Instagram, YouTube etc.
  • Monitor and analyse online sentiments on social media platforms.
  • Liaise with Creative, operations, strategy and insights
  • Ensure adherence to operating budget of Marketing Department
  • To ensure working seamlessly with other marketing peers in various department

AS OUR IDEAL CANDIDATE, YOU HAVE:

  • Bachelor Degree
  • Proficiency in FB Business Manager, Social Media publishing tools (e.g. Hootsuite), Analytics tools (e.g. GA), online monitoring tools (e.g. Brandwatch)
  • Skilled at planning, organizing, prioritizing and executing simultaneous projects and activities. You can prioritize high impact activities and keep complicated projects moving forward. You’ve proven your ability to work well under pressure and adapt quickly to change.
  • Proven success in driving social campaigns
  • Expertise in both creative and promotional copywriting
  • A data-driven mindset toward social content and publishing
  • Experience in building up social media platforms with a focus on engagement metrics will be looked upon favourably
  • Experienced in managing third party IT vendors, digital agencies with a familiarity of the local landscape of social advocates, influencers and content producers would be an asset
  • Up-to-date with the latest trends and best practices in online marketing and measurement, and social media platforms
  • Sensitive to the wider implications and understanding of operational concerns in the development of social communication plans
  • Self-starter with an ability to work independently, whilst also a team player for broader digital strategies, monitoring or tactical campaigns
  • Previous experience in a digital/social media agency will be an advantage
  • 4-5 years in social media with experience in multi-channel content development and a focus on delivering metrics based performance

Ecommerce

This is a cornerstone post for everything Ecommere that I want to write about.

My partner Desmond and I run an ecommerce store using Shopify, called Statement. We sell Singaporean-themed t-shirts. You can read about our story here.

Curiosities

These are questions that I’d like to have answered.

  • What does the ecommerce landscape look like?
    • B2b: marketing, finance, CRM, CPC, Megastores, subscription models… Should eat24 be considered ecommerce? What about artists selling music online? What about offline stores and merchants promoting their stuff online? What about offline stores that benefit from online support that they did not solicit? This is how software is eating the world. Facebook and Twitter aren’t distinct from offline reality, they are a layer over it.
  • How did amazon get so big? How did Ebay get so big? Zappos? Goldieblox?
  • How many small/new stores make it “big”- rapid growth? Black Milk Ecommerce as a store that doesn’t hehe retail outlet? Best ecommerce products (quantity sold? Customer loyalty? Profit margins?) Best ecommerce practices? Quotes from successful ecommerce entrepreneurs, split into category. (Product, customer acquisition, etc. Everything ecommerce owners need to know about Amazon/Alibaba giants. Best ecommerce social media practices. Best ecommerce blogs (the stores, not general one) Ecommerce stories- how did the biggest/best companies start? Challenges faced by ecommerce agents. Which ecommerce companies have received the most funding, from whom, how many staff do they have, who’s the founder, how old are the companies, what are they’re plans/projections for the future? Billion-dollar-o-gram about ecommerce vs regular commerce? How much is international commerce worth? How much is ecommerce worth? B2b vs b2c? How much is Amazon’s stake? How much is China? Where are all the major ecommerce players located? (Blackmilk is in Australia, for example.) What would a map of that look like? Flipkart is in India- where in India?

“Mapping out the ecommerce landscape”

  • This has been something that’s been bugging me for a while. The ecommerce landscape, and in parallel, the marketing landscape.
  • What is ecommerce exactly? According to Wikipedia, ecommerce is “a type of industry where the buying and selling of products or services is conducted over electronic systems such as the Internet and other computer networks.” That sounds simple but it really isn’t. Consider how complex and pervasive the Internet has become. Where does an electronic system end and a natural system begin? Is it only ecommerce if the transaction takes place online? What if I make the purchase online, but pay the delivery guy in cash-on-delivery? What about a brick and mortar store which manages its inventory, etc online? That probably doesn’t count, it’s just magic that happens in the mythical back end. What if I get interested in a product online, investigate it online, read all the reviews, then go and buy it at a store down the street?
  • So okay, we’ll assume that it’s complex. Let’s simplify as we move forward. Let’s just assume that we’re talking about stores “selling stuff online”, in that blunt, colloquial sense. “Selling stuff online” is a trillion dollar industry. What we spend “buying stuff online” in a year is more than double NASA’s entire budget in it’s entire history! [source]
  • Type of goods sold.
  • Zappos started selling shoes (it started out as ShoeShop. Zappos is a variant of Zapatos, which is Spanish for shoes.)
  • Groupon’s first deal was a half-price offer for pizzas for the restaurant on the first floor of its building in Chicago.
  • So it’s definitely worth making sense of. The ecommerce landscape contains everything from the little guy selling stuff he made at home to titans like Amazon. And that’s just the stuff that faces consumers, eg B2C. There’s also B2B,
  • Intel selling microprocessors to Dell
  • Heinz selling ketchup to McDonalds
  • According to Sartaj, 80% of ecommerce is b2b. Here at ReferralCandy, we sell software to ecommerce agents, so we’re technically B2B. Online marketing agencies are B2B.
  • C2C- buying stuff on eBay. Marketplaces. Etsy? The long tail empowerment effect of
  • b2g- public procurement, licensing procedures. tax?
  • Some people say that “m-commerce” is a thing, mobile.
  • ===
  • Ecommerce is a very big space. As long as you’re selling something online, it’s ecommerce.
  • This isn’t very helpful, because it means we’re looking at a vast landscape. It’s very possible to drown in a river that’s “3 feet deep on average”, because it could be 8 feet deep at some points and 1 foot deep at others.
  • So when we talk about ecommerce, it’s important to figure out what sort of scale we’re talking about.
  • I’m personally acquainted with the smallest scale- the hobbyist selling a homemade or almost-homemade product by himself online. I’ve done this.
  • At the highest end, we have mega-retailers like Amazon, Sears, Walmart. These are retailers that sell everyday products and compete on convenience, massive economies of scale.
  • Amazon
  • http://tokokoo.com/2011/10/7-most-common-ecommerce-problems/
  • http://247wallst.com/retail/2013/12/29/amazon-could-reach-100-billion-revenue-in-2014/
  • http://aws.amazon.com/resources/analyst-reports/
  • Ecommerce is not a homogenous monolith. Neither is marketing. Both are vast landscapes with incredible variation. Considering that ecommerce is less limited by time and space than “regular” commerce (quotes because the distinction is quickly becoming irrelevant), it seems fair to say that economic is subject to greater variation than “regular” commerce. Consider how weird online communities can get. The Internet allows for long tails that the analog world doesn’t.
  • This introduces staggering complexity. Giving general advice on how to run an ecommerce store is like giving general advice on how to run a website- it rarely accounts for the huge spread, vast variations in the landscape. Any advice or perspective that applies to everything is likely to be so vague and general that it’s unlikely to be useful.
  • When we talk about top online retailers, we see that the big guns dominate: amazon. Amazon started out selling books but now sells everything. They don’t technically sell a product, they sell a service. Consider AWS.  If anything sold online is ecommerce,  though, is AWS ecommerce? Technically. It’s also ecommerce if I sell my band’s crappy songs online,  it’s ecommerce.
  • http://247wallst.com/retail/2013/12/29/amazon-could-reach-100-billion-revenue-in-2014/

On luck:

Luck is significant, but I believe you get momentum from preparation + hustling. It’s kind of like building a large sail for a boat, and maneuvering it such that it catches the wind. If you’re lucky, you’ll get a good breeze, but the sail and the sailing are all you.

List of ecommerce stores

  • 1800flowers
  • Amazon
  • ASOS
  • eBay
  • egghead.com software?
  • bonobos
  • yoox (10k g+-  best Italian and international designers… the group powers a whole bunch of stores, including zegna (http://www.yooxgroup.com/en/company_profile/the_group.asp)
  • http://www.telegraph.co.uk/luxury/mens-style/28151/how-yoox-became-the-amazon-of-the-fashion-world.html
  • backed by balderton capital (initially offshoot of benchmark, which invested in ebay)
  • shoescribe, thecorner
  • zulily (4k g+) shopping destination for moms, launched in 2010

Ecommerce

  • Rent The Runway: http://www.entrepreneur.com/article/234859
  • Crowdemand: http://www.entrepreneur.com/article/233414
  • Blucarat- social ecommerce: http://www.entrepreneur.com/article/232960
  • ‘ecommerce’ post
    • Good reads: UI
    • Paul Graham essays/quotes relevant to ecommerce/marketing
    • Founder/market fit, assets not ideas, product/market fit
    • Different kinds of ecommerce
    • The amazon story

Brand Stories

  • Rain Shadow Meats, a butcher in Seattle, makes it clear they understand the history of being a butcher. Their fresh meats, open kitchen, big chopping blocks, simple language, and amazing smells take you back in time. Even if you only read about what butchers used to be like, you instantly feel comfortable.
  • Chrome Industries, famous for their seat buckle messenger bags, knows its history. Started 17 years ago, they still use military duffle bags as their inspiration, sewing machines to make their products, and American factories to hand craft. Despite the pressure to grow, they have stayed true to their purpose of utility and mobility. And you can feel it every time you touch their products.
  • Nixon: We make the little shit better. The stuff you have that isn’t noticed first, but can’t be ignored. We pay attention to it. We argue about it. We work day and night to make the little shit as good as it can be, so when you wear it, you feel like you’ve got a leg up on the rest of the world.
  • Visuals
    • Apple: famous TV commercial
    • GoPro: a picture from within the action
    • BMW: their car driving
    • Milk: a white mustache
  • William Wrigley Jr., the company’s founder, began packaging chewing gum with each can of baking powder. The chewing gum eventually became more popular than the baking powder itself and Wrigley’s reoriented the company to produce the popular chewing gum.

Recommended Reading

 

  • If you want to learn about SEO, go to Moz. Watch Rand Fishkin’s youtube videos and scan through his slideshares. I’m especially a fan of Why Content Marketing Fails. Ahrefs and Backlinko are also doing fantastic jobs right now.
  • If you want to learn about Conversion Rate Optimization, I recommend ConversionXL. Peep Laja is committed to smart, no-bullshit stuff that actually works. Here’s a great post about referrals, courtesy of Tommy Walker.)
  • I’m always referring people to GoodUI.org. Samuel Hulick also does great teardowns at UserOnboard.
  • If you want to learn about Customer Support, I recommend Gregory Ciotti of HelpScout. GrooveHQ’s blog is pretty cool too. 
  • If you want to learn about starting a business from scratch, I recommend Richard Lazazzera’s work. He has a definitive guide on Shopify, and he has his own blog at ABetterLemonadeStand.com. (He also wrote a great post on referrals.)
  • If you want to learn about content marketing… there are some places that are a good start- Copyblogger, Buffer, CoSchedule, Intercom. But to be honest I think most people haven’t really thought about this deeply enough. We all tend to fixate on superficial stuff.
  • Email Marketing? Vero has a very comprehensive guide.
  • The design team and I are always talking about creating something akin to MailChimp’s Voice and Tone guide.
  • Want to put together an amazing slideshare? I’d refer you to How I Got 2.5 Million Views On SlideShares. Also SlideComet’s How To Create SlideShares that Convert. And Eric Schmidt’s How Google Works. Doug Kessler’s Crap.

 

101

I have accumulated quite a bit of content marketing experience and know-how in the past 3 years. I’ve decided to write down what I’ve learned, so that I might be able to help others.

Questions to answer:

links

Some links I have lying around

http://www.brafton.com/blog/every-word-counts-sentences-helped-net-250k-ecommerce-revenue

http://www.practicalecommerce.com/columns/the-view-from-england/67659-How-to-win-a-price-war-

http://practicetrumpstheory.com/2011/06/your-product-is-not-the-product/

http://www.hubspot.com/inbound-marketing

https://blog.kissmetrics.com/hubspot-marketing-culture-sales/

http://louisgudema.com/inbound-marketinghubspot-cmo-mike-volpe-inbound-marketing/

https://econsultancy.com/blog/6973-26-e-commerce-experts-interviewed#i.5oeir615mue91y

bezos 7 quotes business insider

good post smashingmagazine – improving the online shopping experience pt1
http://www.scoop.it/t/thinking-out-loud-by-patrick-verdonk

http://cognitive-edge.com/blog/entry/5776/the-ooda-loop-cynefin/

http://www.fastcodesign.com/1672354/how-reframing-a-problem-unlocks-innovation
http://www.slideshare.net/HubSpot/mike-volpe-buildmanageinboundmarketingteam 

https://econsultancy.com/blog/64805-six-great-slideshare-decks-on-content-marketing-and-strategy#i.j5tlm3xwzf9pqc

http://www.jessicaannmedia.com/seven-ways-sharpen-social/

https://medium.com/@erikdkennedy/7-rules-for-creating-gorgeous-ui-part-1-559d4e805cda

https://medium.com/@erikdkennedy/7-rules-for-creating-gorgeous-ui-part-2-430de537ba96

http://www.growthgiant.com/blog/5-growth-hacks-you-didnt-know/ candy crush referrals / clean plumber (USP) / clarity.fm retargeting / about.me twitter piggyback / yogurberry large-size-only /

Some thoughts… where do I start? I start with whatever works best for me, whatever helps me in my situation. What would help me…? Think.

 

Stuff To Read / Analyse / Process #todo one line about each thing

My best work with ReferralCandy

I’m the blog editor over at ReferralCandy. Here’s my favorite writing that I’ve done over there. Some of it has imperfect formatting, and I think there are a lot of headline and copy improvements I could do for the older ones, but these are my favorites.

Content Marketing, or simply ‘writing’:

  1. “How To Write Good (For The Interwebs)” – ReferralCandy’s Internal Copyediting Guidelines
  2. Minimum Viable Content: Real Talk About Content Marketing (And The 4 Mistakes You’ll Make)
  3. Content Marketing In The Age Of Surplus: How exactly do you earn “earned media”?
  4. Ask Better Questions – a response to Five Paragraph Essays by 42floors
  5. How Attention-Minutes Might Alter the Digital Content Landscape
  6. How and Why Blogging Helps Ecommerce Retailers

Copywriting

  1. The marketing genius of the term “Gasoline Cars”.
  2. How To Sell Saxaphone Lessons: Sales Copy Wisdom From The Craziest Copywriters On The Internet

Case Studies

  1. How Referrals Built The $10 Billion Dropbox Empire
  2. The Original #GrowthHackers: How PayPal Achieved 7-10% Daily Growth In The Early 2000s
  3. How Mellow Made $200,000+ In Preorder Sales In Less Than A Month
  4. How Opena Case Hit 189% Of Their $15,000 Kickstarter Target And Built A Million Dollar Business

Curation

I solemnly believe that good curation is important work, and it’s really hard to do well.

  1. Customer Acquisition Insights From 15 Successful Shopify Stores
  2. What Did News Articles Say About Facebook In The Early 2000s?
  3. 10 Successful Ecommerce Founders, 21 Great Interviews, A Whole Lotta Wisdom
  4. The Best Selling Headline Of David Ogilvy’s Copywriting Career (and 7 others!)
  5. Best of Reddit’s content on Ecommerce, Marketing, Social Media and more
  6. An Epic List Of 47 Referral Programs

Social Media Theory + Commentary

  1. What IS social media?
  2. Why are people so annoying on social media?
  3. Social media is NOT “media gone social”.
  4. Never Alone: How Social Media Changes The Way We Live And Consume
  5. Social Networking Sites and Social Media: What’s the difference?

Marketing / Branding Analysis (positioning, messaging)

  1. Brand Loyalty: Not Dead, Just Different
  2. Barack Obama, Healthcare.gov’s Marketer-in-Chief
  3. How did cookie clicker get so popular?
  4. If your advertising isn’t entertaining, you’re doing it wrong.
  5. Questions to ask about Everdream’s ‘Modern Spaceship’ ad for Tesla Motors
  6. Analyzing the marketing behind Axe’s Super Bowl Ad
  7. Analyzing the simple, effective marketing behind Guinness’s “phones down” ad.
  8. Sony’s Bottled Walkman: The success of newsworthy advertising.
  9. Analyzing the Marketing behind Coke’s 2014 Super Bowl ad
  10. SodaStream, Scarlett Johansson and the Streisand Effect
  11. Tesla’s “$0 Marketing Budget” is Awesome Marketing

Ecommerce

  1. The Mother Of All Lists Of Ecommerce Mistakes
  2. How To Do Ecommerce Marketing With Limited Resources
  3. Sharing is Learning: How Word-of-Mouth Helps Us Overcome Information Overload. (The first post I wrote for the ReferralCandy blog, which was me making sense of the work that we do.)

Stuff to rework, maybe

More details about each post / better curation later.