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CMOs and CFOs often speak completely different languages. This can create a lack of understanding and appreciation for the role and impact of marketing on the business. Mastercard CMO Raja Rajamannar calls this the “existential crisis of the CMO.” He says it’s essential for marketers to think and talk more like business managers than communications experts…..
Summer is often a time of rest and relaxation, with plenty of time to sit out by the pool or on the beach with a good book. It’s no surprise that entrepreneurs fill up their summer reading list with books that will help them run their business better. There are the business classics like The 7 Habits of Highly Effective People and Good to Great, but sometimes business owners can find valuable lessons in an unexpected read. We asked 15 members of Young Entrepreneur Council the following question:
“I’ve been reading Quiet by Susan Cain and it’s all about introverts in a world that celebrates extroversion. As a leader, there are a lot of cues to take to better craft experiences and environments for both.” ~ Darrah Brustein, darrah.co
“I would recommend this book for growing businesses with a founder that makes too many changes too often (like me). It’s all about clarifying the roles of a visionary and an integrator in a business and learning when the founders need to let go for better execution.” ~ Sunny Desai, Desai Hotel Group
“Marcus Aurelius was a Roman Emperor, but he was also a Stoic philosopher. His Meditations aren’t a thrill-a-minute read, but they are full of insights that can be useful to entrepreneurs and managers. In stressful times, I often think of this quote: “When anything tempts you to feel bitter: don’t think, ‘This is misfortune,’ but ‘To bear this well is good fortune.’” ” ~ Vik Patel, Future Hosting
“Alex Banayan just released The Third Door, a book that took him seven years to write. I love it because it uncovers scrappy ways of getting to the likes of Bill Gates and Maya Angelou, how each of these “mega successful” people have all consistently found not the front door or the back door, but some “third” side door to bust into an industry or career.” ~ Beck Bamberger, BAM Communications
Shoe Dog is a memoir by the creator of Nike. It made me realize that even the biggest companies of our time have gone through the same challenges most entrepreneurs face during their formative years.” ~ Syed Balkhi, WPBeginner
“I love how this book outlines ways to make the most of your time, whether it’s during office hours, with friends or with family. Small business owners are notorious for burning the midnight oil trying perfect their businesses, and this book is an inspirational reminder that busyness isn’t the answer, and perfection isn’t attainable. It offers practical and implementable tips to be more present.” ~ Leila Lewis, Be Inspired PR
“This collection of personal essays illustrates how empathy works. If small business owners set out to solve problems and be a force of change, empathy is the muscle that needs the most exercise. These essays ask the reader to consider what makes the world around us meaningful, using music as its guiding lens. What if we used a similar principle when deciding how we fit into our customers’ lives?” ~ Sean Harper, Kin Insurance
“This is a book by Buddhist Master Geshe Kelsang Gyatso, and it completely changed my approach to both life and work. The focus is on understanding that every experience is a perception of the mind, and that how we feel is based on how we choose to interpret situations. The more positive we are, the happier we become. This has helped keep me happy, which in turn, makes me more productive.” ~ Marcela De Vivo, Brilliance
“I was inspired by this book’s message of becoming a true individual. More and more people are associating with people who already share their tastes and ideologies, and we see people with different opinions as “other.” She suggests disagreeing with the parts of your “tribe” that you disagree with and being true to yourself, even if it means having to walk alone and brave the wilderness.” ~ Alex Fedorov, Fresh Tilled Soil, LLC
“Former head negotiator of the FBI Chris Voss’s book “Never Split the Difference” is a great book to read for anyone wanting to learn how to build their negotiation skills. There’s some atypical advice in there that works such as, “the fastest way to getting to yes is by getting to no.” ” ~ Kenny Nguyen, Big Fish Presentations
“Switch shares simple but powerful insights into why it is so hard for people to change their behavior. By sharing takeaways from anecdotes and scientific studies, small business owners can use the shortcuts presented in the book to implement personal change, as well as organizational change.” ~ Stephen Beach, Craft Impact Marketing
“This book reveals that people fit into one of the following four tendencies: Questioner, Upholder, Rebel and Obliger. It helps you not only figure out yourself, it also provides insights to others and how they think and what motivates them. This makes it easier for you to work with them and find the best ways to communicate with them based on those qualities.” ~ Vladimir Gendelman, Company Folders, Inc
“Bad Blood by John Carreyrou is about the collapse and scandal surrounding the biotech company Theranos. It’s an entertaining read, but it’s also important for anyone in business to read as a cautionary tale on what happens when people abandon ethics and run their business in a very secretive way. It’s a good primer on what not to do.” ~ Kalin Kassabov, ProTexting
“You wouldn’t think this book would give insight to small business owners, but it does. One part talks about Nietzsche, who proposed that we should see ourselves as gardeners in our life and in leadership. A freshly planted garden doesn’t seem like much, but a gardener knows the potential of it and works to cultivate it into something beautiful. The same can be said for starting a small business.” ~ Brian David Crane, Caller Smart Inc.
“I’ve read this book many times, and I plan on rereading it this summer. I love this book, especially for small business owners, because it reminds us never to lose hope. If we work diligently toward a goal, and we believe that we can achieve it, we will get there eventually.” ~ Zachary Burkes, Predictable Profits
eLearning content curation gives you the ability to stretch your budget and improve knowledge retention. However, there won’t be anyone to enjoy all that carefully chosen and well-organized information if you don’t market your product or service online. But how do you build credibility and brand awareness with limited resources?
Publishing new eLearning articles can help you spread the word about your eLearning products and services for a fraction of the cost. Someone else may even curate your eLearning articles, guides, and videos for their eLearning course, which further enhances your market reach, as they’ll need to give credit where credit is due. That’s just the tip of the eLearning content publishing perk iceberg though. Here are some of the top reasons why you should consider publishing new eLearning articles.
1. Build Learner Loyalty
Publishing new eLearning articles gives you the power to maximize your online exposure and raise brand awareness. Potential online learners get to know your eLearning organization and what it has to offer, thanks to knowledgeable tips, insights, and advice that you feature in your eLearning articles.
Your current online learners also more likely to be interested in additional eLearning courses, given that the eLearning articles keeps your brand fresh in their mind and emphasizes that your company cares about their ongoing development. For example, your latest tip sheet helps them achieve a goal or solve a common challenge.
2. Establish Yourself As An Industry Expert
Your eLearning article published on eLearning Industry also features the URL to your Top eLearning authoring profile, which gives readers the opportunity to learn more about your background, expertise, and organization. High quality eLearning articles speaks volumes about your professionalism and knowledge base.
As such, you can establish yourself as an industry expert in your niche. For instance, you post a carefully crafted how-to article that walks readers through the process of setting realistic goals. This not only promotes your upcoming negotiation skills online course or webinar but shows off your unique expertise.
3. Improve SEO
Every eLearning article you post should feature keywords or phrases that bring more traffic to your page and increase your rankings. You’re also able to include links that drive more visitors to your site or landing page.
Thus, you improve your SEO and conversion rates. The key is to choose the right keywords and use them sparingly to avoid overstuffing. It’s also wise to incorporate them into your title to gain more exposure.
4. Expand Υour Online Presence
The online world is saturated with content marketing articles. However, by publishing through eLearning Industry you have the opportunity to reach a broader market. Not only does your eLearning article have the potential to be read by over 600,000 eLearning professionals, but it’s also published to all eLearning Industry’s social media networks so that you expand your online reach rapidly.
5. Offer Your Niche Audience Value-Added eLearning Content
Publishing articles allows you not only to promote your eLearning organization, but also to give readers information to help them improve their lives. For example, tips on how to create more meaningful eLearning experiences for their employees. This value-added eLearning content is geared toward your niche audience, as it gives them the insights they need to improve ROI and develop more effective online training programs.
It also enables you to promote your eLearning products or services that might benefit them and their bottom line. People who visit eLearning Industry are already interested in what you have to offer. Therefore, you’re able to attract your target audience and improve conversion rates.
6. Reduce Your Marketing Spending
Promoting your online course or eLearning services can be a tricky task, especially when you’re working with limited resources. Fortunately, posting new content allows you to reduce your marketing spending while achieving the desired results. There’s no need to spend exorbitant amounts of money on traditional marketing techniques.
Content marketing is the gift that keeps on giving, as it remains online for years to come. You can further maximize your marketing potential and stretch your budget by launching a PPC ad campaign, or register your company to be featured in a popular online directory.
7. View Detailed Analytics To Improve Your Promotional Strategy
Another way that posting new eLearning articles can help you stretch your budget and allocate resources more effectively is that it comes with detailed analytics. You can view how many online learners access your eLearning course, how may visitors read your eLearning article, what online training sources give you the most traffic, and reader demographics. This allows you to adjust your promotional strategy accordingly so that you achieve maximum impact from each post.
While content curation is absolutely fine, it’s also good to give back by publishing your new eLearning content. Want a step-by-step guide on How to Publish an eLearning Article on eLearning Industry? Publish your article today to reap all the benefits and become a Top eLearning Author.
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For professional and would-be athletes alike, working out is often more mental than physical.
From building regular workouts into your routine to believing you can accomplish the goals you set for yourself, your inner thoughts and feelings play a part in every aspect of your physical fitness.
That’s why content marketing is so important for the health and wellness industry. The right kind of storytelling has the potential to inspire and motivate, drive people to perform their best, and build close-knit communities of like-minded enthusiasts.
Here’s how some of today’s leading fitness brands are using content marketing to get audiences pumped and eager for every workout:
Investing in business-building blogs
These days, it’s nothing new to find magazine-quality editorial from brands across industries, and the fitness category is no different. One look at the likes of Furthermore, Equinox’s publishing arm, run by a team of former Condé Nast editors, confirms this, and sets the bar for others to follow, with standout stories and stunning visuals.
Its digital magazine puts an HR spin on the fitness-driven lifestyle by addressing a challenge that most athletes face: How can you best leverage your athletic mindset in the workplace?
“Tackling work life with an athlete’s heart,” Adidas’ GamePlan A blog strives to engage current and future members of its workforce (as well as athletically minded employees elsewhere) with content that focuses on work-life balance, better business practices, and workplace wisdom. The goal: to build a strong company culture and attract and retain employees.
Then there’s ClassPass, the service that provides members with access to dozens of fitness studios in their areas. ClassPass offers The Warm Up, a consumer blog that features your standard workout and wellness tips. But it’s After Class, the company’s B2B publication that targets gyms and workout studios, that really shines.
Aesthetically speaking, it’s cutting edge, and conceptually, it is, too. Branded as a “partner empowerment” blog, the platform splits itself into topics covering Marketing, Expansion, Operations, Class Experience, and Resources – in short, everything a gym or fitness studio owner needs to know. But it’s also “a community for fitness studios to connect with and learn from each other,” according to the site’s About page. And, “with a wealth of revenue-driving knowledge… as well as spotlights on emerging trends and top-tier studios and instructors, After Class is [a] go-to resource for timely industry news,” curated for those that matter most to the brand.
After all, without all those participating businesses, where would ClassPass members go?
Ask yourself: What audiences can you use content marketing to engage beyond your primary target market?
Cultivating authentic, inspired social media communities
Social media provides a virtual alternate reality, right in the palm of anyone’s hand. That’s what makes the platforms so perfect for fitness-focused storytelling. You won’t break a sweat while scrolling through Instagram or Facebook posts, but the right content and a strong, supportive community might just make you want to.
Community has been an essential part of Barry’s Bootcamp, since long before the invention of social media. “Back in 1998, every instructor knew your name, your dog, your daughter, everybody; it was like ‘Cheers,’” says CEO Joey Gonzalez. And “we’ve really tried to preserve that through the years.”
Today, however, continued growth does depend on social – at least in part. And for Barry’s, “our community is a huge driver for bringing in new customers,” Gonzalez told Forbes last fall. On Instagram, a supportive yet playful tone welcomes users and puts them at ease, while inspirational yet real-life posts motivate them to do more.
305 Fitness has found similar success on Instagram, but with the help of influencers, as well. The “rave-meets-workout” dance cardio classes make for perfect social fodder, where simple scrolling can suddenly lead to a heart-thumping would-be workout.
“The classes are so fun and upbeat that influencers really want to capture that energy, and Stories allow them the chance to do that,” says Mae Karwowski, Founder and CEO of influencer marketing agency Obviously.
What’s more, Karwowski says, “305 Fitness has been very savvy about using the platform to gameify the influencer experience, allowing them to unlock more classes and perks by choosing to post more. It creates a positive feedback loop between the creator and the brand and keeps them coming back. And because the brand has developed such a creative way to reward influencers for using Stories, they’re getting a ton of really awesome content. That leads to people seeing those posts and wondering how they can get involved as well, because it looks like so much fun. And it feels very authentic, because it is.”
Ask yourself: How can you encourage your audience to tell stories on social media that inspire others to share and to get moving?
Serving content via connected devices
In 2018, we no longer consume content solely on our phones, tablets, and laptop computers. No, these days, modern technology means that content can live in many other places.
Companies like Peloton and Mirror deliver new, proprietary workout experiences via revolutionary devices, right into customers’ homes. And unlike those Zumba and yoga DVDs collecting dust in closets across America, this is the start of an in-home exercise routine that people really want – even need – to do.
The 12 hours of live video Peloton streams per day is broadcast to homes across the country, providing a consistent array of fun, always-new workouts to those who prefer to train in the comfort of their living rooms. But with close-up shots of instructors shouting out personalized messages to subscribers, along with live data that shows how you measure up to other riders in the same virtual class, the experience is immersive enough to feel like you’re right there in the midst of the action.
Creating voice-activated content
Somehow seemingly much less high-tech in comparison, though impressive nonetheless, voice-activated content is another trend we’re seeing in the wellness space this year. Brands like Fitbit and Headspace have incorporated Alexa Skills into their offerings, an extension that works with Amazon’s popular virtual assistant and that can be enabled for free with countless existing and soon-to-be applications.
With a simple, “Alexa, open Headspace,” users can choose from a range of commands that take them through their meditations or help them begin to wind down for bed. Likewise, with Alexa’s FitBit skill, subscribers can check in on their daily stats, sleep patterns, and other fitness goals.
Both brands still have a ways to go in matching user expectations, but what matters is that they’re already at it, experimenting in the speech recognition space. Time waits for no one, and neither does tech. Will your company rise to the occasion and take advantage of all of the tools available to our trade? If you want to stand out and succeed, you know what to do. And for those techies who just can’t wait to feel the burn? Try saying, “Alexa, start 7-Minute Workout,” and see what happens.
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It is commencement season, and graduates all over the country and cramming for finals, packing their bags and preparing to embark on an exciting new chapter of their lives. As graduates consider their next step, they have a lot of questions they need to answer: What job do they want? Where do they want to live? What job is a good fit for their major? What are their salary expectations?
LinkedIn, a top recruitment and networking website, compiled a report on the 2016-2017 graduates researching where they landed professionally, geographically and fiscally. With more graduates than ever before, the job market is increasingly competitive and graduates need to be as knowledgable and prepared as possible. There are over one million entry-level jobs posted on Linkedin at this moment, so here are a few tips to help graduates land their dream job this summer:
1. Apply Now
The highest entry-level hire rate is April through June, so start polishing your resume and cover letters now, then apply! If you already have a summer internship lined up, August is also a good time to apply.
2. Update Your LinkedIn Profile
LinkedIn is one of the leading job search and recruitment websites in the world, it is a resume that also gives users room to show some of their personality. If you haven’t created a profile, it’s another avenue to put yourself out there, and makes it incredibly easy to apply to jobs posted on the site. Here are somegoodtips for making your profile stand out.
3. Make Sure To Include Soft Skills And Digital Literary On Your Resume And LinkedIn Profile
Many of the graduates that got hired last year listed soft skills and their digital literacy in their LinkedIn profile and resume. These are the top 10 skills of grads that got hired last year accordin
4. Where Companies Are Hiring
The top 10 cities hiring graduates in 2018
According to the guide, the 10 cities hiring the most entry-level professionals are: New York City, NY, San Francisco, CA, Washington D.C., Los Angeles, CA, Chicago, IL, Boston, MA, Dallas/Fort Worth, TX, Atlanta, GA, Austin, TX and Seattle, WA. If you are unsure what career path you want to take, or do not know the best place to apply for jobs in your desired industry, read the rest of the guide here.
5. Small Businesses Create The Most Jobs
Many large firms dominate metropolitan areas in recruitment, but small businesses post more entry-level roles than any other size company. So if you’re looking to work for a smaller company, you are in luck. They may not always be the easiest job postings to find, but if you keep looking you will find the job and company size you are looking for.
I’m a twenty something freelance journalist, writer and blogger in New York City. I write about everything I’ve done wrong as a twenty something woman here in the trenches. Take my advice at your own risk.
Top marketers know that “Info Product Selling” is an $80 Billion market. It’s proven that people are running their dream business online by selling their training products. You also can start your own info business TODAY by getting your hands on this Complete Success Kit.
