Marketing Pilgrim Published: “Content Dilemma: Big Benefits With Big Hurdles” plus 4 more

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Content Dilemma: Big Benefits With Big Hurdles
Job Hunting? Here Are Some Options (JOB LISTINGS)
Is Google Engineering A Social Media Train Wreck?
Twitter Releases New Tools for Individuals and Marketers
YouTube Adds Channels as Part of Major Overhaul

Content Dilemma: Big Benefits With Big Hurdles

Posted: 08 Apr 2011 06:19 AM PDT

We hear it all the time especially in the era of the social web. Strong content planning and delivery help win the day in the Internet space. Of course, there is grandfather of all content phrases "Content is king!" and in many ways it's a cliché for a reason. Content is critical for online marketing success and people know it but they also know how hard it is to do well.

eMarketer reports on a survey done in March by HiveFire called the Content Curation Adoption Survey 2011 (I have never been a fan of the term content curation. Are we working in an online museum?) and it shows that marketers know the value of strong content creation and distribution.

It's the reality part of the content marketing equation that causes the simple "Just create great content on a regular basis!" mantra to stumble a bit because, let's face it, generating high quality content ain't easy.

In fact, it's one of the most frustrating aspects of the whole Internet marketing game for companies of all sizes. The word that is preached is that you need to be a content creating machine to win but there aren't many companies that even know what existing content they have let alone the resources to generate new, relevant, high quality content regularly. The survey went on to examine the biggest obstacles for marketers.

Looking at these reasons there are no surprises other than the first two are quickly becoming more like excuses. I say that because there is ample evidence that content creation has become a critical component of the marketing mix. When something gets to the point where it is a necessary activity vs. something that would nice to do, marketers need to find ways to get it done. If they don't, they really are not doing their job.

So what are the biggest obstacles that hinder your content creation and distribution needs? Is this area of marketing so important that you need to put other things aside to make the time to get this done or is it something you just wish you could really dive into? Can you put being a content generating machine aside and still succeed online?

Job Hunting? Here Are Some Options (JOB LISTINGS)

Posted: 08 Apr 2011 05:46 AM PDT

It’s nice to be able to say that the Internet marketing industry is one where finding a job is less of a chore than in other industries. That’s not to say it’s easy but at least there is opportunity.

Our job listings continue to grow as more people find job opportunities through our Job Board and more companies take advantage of the low cost to reach to our highly skilled audience. Here is a sample of some of our recent listings.

Global Media Manager, Senior – IEB – Global Marketing – Microsoft Redmond, WA

SEO Specialist – ThomasNet New York, NY

Marketing Promotional Planner – Deluxe Colorado Springs, CO

Marketing Intern – Pangea3 - Thomson Reuters New York, NY

Social & Digital Media Account Supervisor- Levick Strategic Communications Washington DC

Visit the Marketing Pilgrim Job Board for all of the available employment opportunities while they are still there. Remember, if you are an prospective employer it’s hard to beat the $27 / month per listing rate we offer to reach our talented group of readers who could be your next star employee!

Join the Marketing Pilgrim Facebook Community

Is Google Engineering A Social Media Train Wreck?

Posted: 07 Apr 2011 09:04 PM PDT

Boy it sure has been a busy official first week of the Larry Page era at Google. If current events are any indication it looks like there may be some interesting times ahead.

Why is that? Well, according to the Business Insider, Page has tied 25% of all employee bonuses for 2011 to the success or failure of Google's social media efforts.

New Google CEO Larry Page, who stepped into the job this week, believes that Google needs to go “social” to compete.

“This is a joint effort so it’s important that we all get behind it,” we’re told Page writes in the confidential memo, subject-lined “2011 Bonus Multiplier.”

Page tells employees that are not directly involved in Google’s social efforts that they, too, will be held accountable. He writes that employees must test the products and give feedback.

Page wants these employees to push Google’s social products on their “family and friends.”

“When we release products, try them and encourage your family and friends to do the same.”

So let's do a little quick math here. Add this information about how Google needs to be social to compete to a history of failed social efforts. Then add the final piece of the puzzle which is Page's move to give engineers more say in how Google's business is done and you get what? I say a train wreck that is caused by engineers of the software and algorithm kind not the diesel engine kind.

The idea that people who are not known for their social skills will be creating social products and that their financial success is tied to these efforts is, well, almost comical. Is it possible that Google's obsession with hiring only the smartest of the smart has removed them so far from the real world that wouldn't be able to construct a real social product if their status as geek gods depended on it?

But Page is convinced that this is the way to go. There is a screenshot in another Business Insider article that is of an internal FAQ to Googlers about the plan. The quick write up tells of how these bonuses are held against how Google

“perform[s] against our strategy to integrate relationships, sharing and identity across our products.”

“We all have a stake in the success of this effort and this multiplier is designed to reflect that.”

I would like to see Google pull this off but honestly I think they are in over their heads. I realize this is just my opinion because I haven't spoken to any Google insiders. But you can see when a company is struggling in areas. Add to all of this that Google is paying out ridiculous amounts to key employees to keep them from jumping to Twitter and this whole deal smells weird.

Is Google so fearful that the social web will leave them in the dust that they are getting desperate? Considering their track record that seems to make some sense. The bigger question is how will this seemingly over the top focus on a social Google impact their cash cow search business? Would they ever put that at risk?

While this all makes for interesting speculation the real test will be when they roll out however they plan to integrate sharing, relationships and identity across their products. Until then they are only as good as their social track record and that might cause more than a few Googlers to consider life with less of a bonus.

What do you think Google's chances are in the social realm? Is it something they can engineer or is it just a great Internet powerhouse heading down a track to disaster?

Twitter Releases New Tools for Individuals and Marketers

Posted: 07 Apr 2011 03:26 PM PDT

Twitter is not playing around. This week, the company announced several new tools designed to make the user experience better for the average Tweeter and the markeTweeter.

Adam Bain, Twitter’s president of revenue broke the big news at the AdAge Digital Conference yesterday and it’s got folks all . . . dare I say. . “a twitter!”

The first big step is the inclusion of geo-relevant ad targeting. Up until now, promoted ads were either on or off. There was no way to target them to users in a specific location, even though Twitter has that information for every person who uses the service. But now, Twitter has geo-targeted ad opportunities available in 210 US cities and 100 countries with more locations coming soon.

Next is analytics. Twitter has a new feature called the “Follower Dashboard” which will be available to anyone who runs promoted products ads. Here’s how AdAge describes it;

The new analytics dashboard provides brands greater insights into the audience of followers they’ve built on Twitter — where they are, how they grew over time, their level of engagement — and a glimpse at their other interests. [It] enables marketers to get to know their customers based on various public signals; for example, user bios, the kind of lists they’re on and their locations.

In addition to these upgrades for marketers, Twitter has also released some new search tools that will help individuals find new friends to follow. Before the change, Twitter’s search engine was the worst. It was very specific in its parameters, returning only those results that had the key word in their name or bio. Not very helpful.

The new Twitter search actually finds relevant Tweeters based on your search term. Simply search, then click on the “more people results” link in the sidebar. Not specific enough? They’ve also released an advanced serach tool to help you refine the results even more.

I tested the new search with the name of my favorite TV show and it accurately picked up many of the actors and crew from the series, as well as fans who regularly mention the show in their Tweets. A huge improvement.

On a side note, TV fans should check out Trendrr.TV. This new site keeps a running tally of the top TV shows based on social media mentions. It’s quite fascinating in that many of the shows that appear high on their list don’t perform that well in the ratings. Could be we’re looking at a whole new way to measure which shows are performing and which are not.

YouTube Adds Channels as Part of Major Overhaul

Posted: 07 Apr 2011 12:22 PM PDT

NBC, ABC, CBS, Fox, CW and YouTube? The Wall Street Journal is reporting on a major YouTube overhaul that will have the site acting more like a TV network than a repository for random, user-generated videos.

The article says that YouTube is prepared to spend up to 100 million dollars on content created exclusively for the site. Content that goes beyond Rebecca Black’s “Friday, Friday” and endless hours of animals and babies doing funny things. What YouTube is after, is content that will have people tuning in week after week, just like they do for their favorite shows on TV.

A big part of the upgrade will be the creation of channels which will be featured on the homepage. Some of the channels will be created to support the original programing, while others will just group similar videos that are already on the site. The Wall Street Journal says that YouTube has been in talks with all the big Hollywood talent agencies, no doubt looking for partners with name recognition to spearhead these new channels.

YouTube shouldn’t have any trouble finding talent interested in creating exclusive content. Where working on a webshow used to be akin to a Broadway star working community theater, that’s no longer the case. Many actors, directors and writers have found that they can be more creative on the web, trying things they’d never get past a major studio. And while comedy certainly rules, the landscape is wide open and ready for dramas, documentaries, reality shows and educational programing.

YouTube’s goal is to up the amount of time the average user spends on site, but if they plan to do that by adding full-length TV shows and movies, that could be a problem. Many people watch three hours of TV a night, but not many would do it online.

Still, as more people get reliable, inexpensive access to streaming videos and the content quality increases, it’s possible that YouTube could become a viable option to network TV.

Now all they have to do is convince the advertisers.