In the Headlights: August 12, 2020 Issue - Trust Insights Marketing Analytics Consulting

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I was browsing the virtual vendor hall at this week’s ContentTech Summit after one of the vendor representatives asked attendees why they weren’t more engaged in the “Solutions Hub”. At real-world trade shows, I’ll be honest – I check out vendor booths mainly for fun stuff for my kids. At a virtual trade show, that’s pretty much a near-impossibility, so there’s little motivation for me to attend one. But, encouraged by a vendor actually asking people what they thought, I poked my head in. At every booth, I saw the same things: a video, a whitepaper or three, and some “helpful resources”.

Take a gander at the compiled list of resources. I’ve removed the individual company names.

Buyer Personas vs. Jobs to Be Done
Discover the Maturity of Your Content Operations
eBook: Increase Sales Effectiveness by Mapping and Measuring Content Across the Buyer’s Journey
How Can Marketing Help Enable Sales?
How to build a successful content marketing strategy for professional services
How to Double Your Keyword Rankings in 9 Months
How to Solve the Mystery of Content Performance
State of Content Operations
The Complete Guide on How to Research Topics for Your Blog’s Content Plan
The Definitive Guide to Integrated Campaigns
The Keys to Marketing Content that Moves the Needle
The Modern Content Marketer’s Tech Stack
The Step-by-Step Guide to Conducting a Content Audit in 2020
Top MarTech Trends for 2021
Where Do You Fall on the Content Operations Maturity Model?

One of the tests we advise people to take is to scrape the logo off a piece of content. Can you tell who wrote it? If I gave you a list of company names for the content above, how successful would you be in matching the content to the company? For me, it’d be a crapshoot. Any of the vendors honestly could have published any of the pieces of content. Think about, say, a list of SEO vendors. Any one of them could have written any of the pieces above, couldn’t they?

Our friend Jay Baer is fond of the quip “Same is lame”. What’s above is a sea of sameness. What could you do to stand out from the sea of sameness above? If I were writing a piece of content for the trade show hall, and it had to stand out, I might title it something like “How Content Marketing AI is Going to Punch You In The Teeth and Steal Your Lunch Money” or something more… distinctive. You know at the very least you’ll be in for an interesting read.

Take the logo scrape test with your content. How will we know it’s unmistakably you? If you can’t tell, what will you do to make it uniquely yours, identifiable without your logo and company name attached to it?

If you’re stuck, start with this simple suggestion: stop creating like a company and start creating like a person. Companies have no personalities. Individual people do.

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In this week’s In-Ear Insights, Katie and Chris tackle the sorry state of digital advertising, and advertising in general. Why is advertising so terrible? Are companies and marketers focused on the wrong metrics? What are we doing with the data we collect, and could we be doing something different and better with it? Find out in this episode.

Watch the discussion now!

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In this week’s Rear View mirror, we compare the Slack and Discord universes. Which is larger? Where should you be?

What’s surprising here is just how much larger Discord is for public usage. Bear in mind, much of Slack’s usage is internal, inside companies, and there would be no need to put a publicly-accessible URL, so its overall footprint is much larger, but for marketing purposes – i.e. creating communities around a common interest – Discord decidedly has the upper hand.

What should you take away from this analysis? Identify Discord and Slack communities that might be appropriate to your brand – and if there aren’t any, found one. The user base is clearly there; choose the platform that your audience is most likely on, and start building that highly-engaged community now.

And if you’d like an example, join our Analytics for Marketers Slack community.

Methodology: Trust Insights used the AHREFS SEO tool to extract inbound links to the Slack.com and Discord.com/Discord.gg domains, then processed and filtered the data to de-duplicate it and sort by AHREFS’ traffic estimates. The date of the study period is January 1, 2015 – August 1, 2020. The date of extraction is August 9, 2020. Trust Insights is the sole sponsor of the study and neither gave nor received compensation for data used, beyond applicable service fees to software vendors, and declares no competing interests.

AI Academy for Marketers is an online education platform designed to help marketers understand, pilot, and scale artificial intelligence. The AI Academy features deep-dive Certification Courses (3 – 5 hours each), along with dozens of Short Courses (30 – 60 minutes each) taught by leading AI and marketing experts.

Join Katie Robbert, CEO of Trust Insights, and Christopher Penn, Chief Data Scientist of Trust Insights, for three separate courses in the academy:

5 use cases of AI for content marketing
Intelligent Attribution Modeling for Marketing
Detecting and Mitigating BIAS in Marketing AI

The Academy is designed for manager-level and above marketers, and largely caters to non-technical audiences, meaning you do not need a background in analytics, data science or programming to understand and apply what you learn. One registration gives you unlimited access to all the courses, an invitation to a members-only Slack Instance, and access to new courses every quarter.

Join now and save $100 off registration when you go to TrustInsights.ai/aiacademy and use registration code PENN100 today.

Shiny Objects is a roundup of the best content you and others have written and shared in the last week.

Data Science and AI

SEO, Google, and Paid Media

Content Marketing

Get Back To Work

We’ve changed things up in Get Back To Work, and we’re looking at the top 310 metro areas in the United States by population. This will give you a much better sense of what the overall market looks like, and will cover companies hiring in multiple locations. Want the entire, raw list? Join our Slack group!

What do you do with this information?

By looking at this data, you’ll see what the most popular titles are; use any of the major job/career sites to ensure your resume/CV/LinkedIn profile matches keywords and phrases for those titles. For companies, search job sites for those companies specifically to see all the open positions and apply for them.

You can also hit up LinkedIn and see who you know at companies listed, and see if your connections have any inside tips on hiring.

Top Marketing Positions by Count, Manager and Above

Marketing Manager : 473 open positions
Digital Marketing Manager : 268 open positions
Social Media Manager : 199 open positions
Account Manager : 177 open positions
Marketing Director : 163 open positions
Director of Marketing : 157 open positions
Project Manager : 115 open positions
Product Manager : 101 open positions
Product Marketing Manager : 91 open positions
Program Manager : 79 open positions

Top Marketing Hiring Companies by Count, Manager and Above

Accenture : 162 open positions
Amazon.com Services LLC : 134 open positions
Google : 118 open positions
Northrop Grumman : 78 open positions
Amazon Web Services, Inc. : 72 open positions
Pearson : 56 open positions
Facebook : 48 open positions
Verizon : 44 open positions
Walmart : 43 open positions
JPMorgan Chase Bank, N.A. : 38 open positions

Top Locations of Hiring Companies by Count, Manager and Above

New York, NY : 591 open positions
San Francisco, CA : 364 open positions
Austin, TX : 353 open positions
Seattle, WA : 349 open positions
Chicago, IL : 330 open positions
Atlanta, GA : 253 open positions
Boston, MA : 243 open positions
Los Angeles, CA : 228 open positions
San Diego, CA : 208 open positions
Denver, CO : 186 open positions

Methodology: Trust Insights uses the Indeed.com API to extract open positions from a geographic area focused on marketing analytics, marketing, social media, data science, machine learning, advertising, and public relations, with a filter to screen out the most junior positions.

Featured Partners

Our Featured Partners are companies we work with and promote because we love their stuff. If you’ve ever wondered how we do what we do behind the scenes, chances are we use the tools and skills of one of our partners to do it.

Join the Club

Are you a member of our free Slack group, Analytics for Marketers? Join 800+ like-minded marketers who care about data and measuring their success. Membership is free – join today.

Upcoming Events

Where can you find us in person?

INBOUND 2020, September 2020, virtual
MarTech East, October 2020, virtual
MarketingProfs, November 2020, virtual
MadConNYC, December 2020, New York City

Going to a conference we should know about? Reach out!

Want some private training at your company? Ask us!

In Your Ears

Would you rather listen to our content? Follow the Trust Insights show, In-Ear Insights in the podcast listening software of your choice:

Stay In Touch

Where do you spend your time online? Chances are, we’re there too, and would enjoy sharing with you. Here’s where we are – see you there?

Required FTC Disclosures

Events with links have purchased sponsorships in this newsletter and as a result, Trust Insights receives financial compensation for promoting them.

Trust Insights maintains business partnerships with companies including, but not limited to, IBM, Talkwalker, Zignal Labs, Agorapulse, and others. All Featured Partners are affiliate links for which we receive financial compensation. While links shared from partners are not explicit endorsements, nor do they directly financially benefit Trust Insights, a commercial relationship exists for which we may receive indirect financial benefit.

Conclusion

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