Content Marketing

Hilary Topper, President of HJMT Public Relations and author of Everything You Ever Wanted to Know about Social Media gives us the inside scoop on conducting successful influencer marketing campaigns. 

Along with her successful PR practice, Topper teaches Media Studies, Journalism, and Public Relations at Hofstra University. A prolific content marketer, she also curates  two successful blogs - NY Lifestyle and A Triathlete's Diary - and records her podcast "Hilary Topper on Air". In the latest Wax Q&A, Hilary providers her insights on one of the hottest marketing trends right now: influencer marketing. Wax: Why do you think influencer marketing has become so popular in the last couple of years? HT: Influencer Marketing has always been popular. In recent years, the phrase has been coined but since the earliest public relations campaigns, PR professionals have used celebrities, experts, sports figures, etc. to build brand awareness. Just recently, the “average” person who has lots of followers have been targeted to help in the mission.

[caption id="attachment_13954" align="alignright" width="300"]The Best Marketing Conferences in 2018 The Best Marketing Conferences in 2018[/caption] Keeping up with the changing marketing technology and strategy is tough. Conferences have to have dynamite content and great networking opportunities to make it worth your time. At Wax Marketing we look for the best conferences every year - these are the ones we'd go to if we could.  This is the year to immerse yourself in energy, innovation and inspiration. To pick these bad boys,  we took into account factors like the target audience, speaker lineup, topics,  and networking opportunities.  With attendance ranging from 300 to 21,000, 1-10 tracks,  and focus ranging from content management to B2B integrated marketing, one of these events is sure to offer you some great professional development in 2018

Wax Marketing's List of Best Marketing Conferences in 2018

There are a lot of ways to stay on the cutting edge for marketing strategies in 2018 (like reading this blog for example). Reading is one of the top characteristics of successful people so we've developed this list of the 6 best marketing books to consider reading. From virtual reality, to content marketing to  evolving brand management these are the books to consider reading this year. 
  1. Brand Intimacy: A New Paradigm in Marketing by Mario Natarelli and Rina Plapler
Brand Intimacy was an immediate "yes" to our list of the best marketing books to read. This book does a really nice job of explaining the underpinnings of brand loyalty on a number of levels including psychology, marketing and the consumer journey. Authors Natarelli and Plaper draw some intriguing conclusions, for example, the ways consumer intimacy with brands closely mimics human intimacy with family and friends. Brand Intimacy offers a helpful guide for assessing the intimacy of your brand and delivers a comprehensive look at how businesses of all kinds can build the intimacy so many covet. Replete with helpful infographics and divided into exceptionally well-organized sections, the lessons of Brand Intimacy: A New Paradigm in Marketing are digestible and easily transferable to your own business.   2. Ultimate Guide to Google AdWords: How to Access 100 Million People in 10 Minutes (Ultimate Series) 5th Edition by Perry Marshall, Mike Rhodes, and Brian Todd

How to gain success with SEO in 2018 by engaging your target audience and he right kind of content. Technology improves at an amazing rate every year and it's important to consider SEO for 2018. To keep a marketing website relevant and on top of the Search Engine Results Page (SERP) it is vital to stay current in Search Engine Optimization (SEO). 2017 brought in a lot of new things. SEO for 2018 heralds the arrival of even more. Some are expansions of last year’s trends while others are new ways of doing things that are emerging in the marketing world. Here are some ways to ensure success with your SEO in 2018:

Understand Mobile Marketing

More people are relying on cell phones, tablets, and other mobile devices to do their browsing, shopping and communicating. This trend is showing no signs of slowing down - the experts predict that the mobile market will continue its rapid expansion in 2018. What this means for websites is that not only do they have to be compatible with this format, or responsive in other words. They need content that is mobile-friendly as well.

Content marketers often use popular stories and news to create visual content for marketing purposes. Creating fresh topics is always a struggle whereas trending news presents an easy and effective way to engage users and bring more traffic to your site. Even though finding ideas for content is easier when you leverage trending news, it also presents a range of challenges. Firstly, news hijacking is not a new content marketing technique. A plethora of brands are using it on a regular basis, so consumers are well aware of the trick. Secondly, there is always a risk of being too late or undermining customers’ trust with content that isn’t consistent with the brand’s image. Despite the obvious drawbacks, news hijacking is a highly effective method when it comes to boosting traffic. Evergreen and long-form content form the core of the website, driving loyalty and trust, while content based on trending news can provide bursts of new traffic. The inspiration for visual content for marketing can come from many different places. This article explores how to create content that naturally incorporates trending news and stories into a brand’s own story. Of course, part of the success with creating content based on popular stories relies on design. You can use online tools to help you align content with the brand’s image and story.

Why visual content for marketing should be built on popular stories

We all love to learn new things and expect brands to provide new educational materials. But familiarity has its own place in content marketing and our brains. Here is why familiar stories work:

How Hubspot began using Scrum to manage tasks...and everything got better Getting more done in less time. Those six words would make any manager brim with excitement. That’s also the key takeaway from Joel Traugott, a marketer at HubSpot, about his experience adopting Scrum into the software company’s work routine. He recently joined Ryn Melberg on The Guardian Podcast to discuss the many ways Scrum improved his workplace and how they used Scrum to manage tasks. Scrum is an “agile framework for completing complex projects.” Though originally intended to speed along software development projects, its creators quickly realized that it would be an effective tool for all sorts of team projects. There may be no industry for which that’s truer than content marketing. Joel would know. He’s a self-described data-driven digital marketing geek who has experience working for a number of agencies and SaaS companies. Joel had grown frustrated with the bloated editorial calendars that were bogging down team projects. The pre-Scrum workplace looked something like this: employees spent valuable time planning up to a year in advance just to see those plans fall apart down the line, multiple editors independently editing the same content, and unnecessarily long queue lines to get approval to write even simple blogs. It’s no surprise that projects were missing deadlines with this many inefficiencies. After three months of learning how to leverage Scrum, Joel became the “Scrum Master” — the leader of his HubSpot team’s renovated approach to content marketing. The changes they made may seem simple, but the benefits can’t be overstated. Using Scrum to manage tasks made a huge difference. The biggest change may have been the shortening of the editorial calendar to a more manageable and flexible 2-4 week time frame.