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ACIP: Cholera Vax Recommended for Travelers

(MedPage Today) -- Also MenACWY vaccines recommended for persons with HIV

InMobi to pay nearly $1 million following FTC charges of location tracking deception

The mobile ad platform continued to infer and capture location data on users who had not consented to use of location services.



Please visit Marketing Land for the full article.

Marketing Day: May's top 10 video creators, AdWord changes & viral content

Here's our recap of what happened in online marketing today, as reported on Marketing Land and other places across the web.



Please visit Marketing Land for the full article.

Move Fast, Break Things and Get Rejected: Day 2 of the Call to Action Conference

Day two of the Call to Action Conference was stacked with a lineup of some of the brightest minds in marketing, including the wizard of MOZ, Rand Fishkin, copywriter and comedy-sketch genius Amy Harrison and our very own CRO viking, Michael Aagaard - just to name a few.

And there were sparkles.

It can be easy to forget that even the smartest people can make mistakes. Many of our humble speakers today had their own stories of failure.

But they also made it clear that mistakes aren't game over.

They're opportunities to change your perspective, test new ideas and even turn a disastrous situation into a delightful one.

Disappointment is an opportunity for delight

Stefanie Grieser, Unbounce International Marketing Manager and Call to Action Conference Founder, has seen her fair share of delightful marketing experiences… and not-so-delightful ones.

As much as we all aim to delight and over-deliver to our audience, sometimes we all mess up.

But for Stef, even the biggest goofs and gaffes are really just opportunities to delight.

Case in point? At Unbounce, we send a few more “oops” emails than we'd like to admit - whether we're sending apologies for swag mix-ups or newsletters with broken {!firstname} merge fields.

And these emails have some of our hottest open and and click-through rates:

Image source.

We're talking 3x the opens and 5x the click-through of standard “non-oops” emails.

Increase customer engagement & open rates with “Oops Emails”. #everybodylovesatrainwreck #CTAConf

- Jillian Veronica (@jillianveronica) June 21, 2016

These emails get engagement because they are so clearly from one vulnerable human to another. They remind us that we're speaking to a human, not a company.

And for marketers, they give the opportunity to connect with our audience and provide even more delight - by poking fun at ourselves or offering up something more (like an additional discount).

Open yourself up to failure and rejection

In the spirit of messing up, Aaron Orendorff of iconiContent had a thing or two to say about what makes for good content.

Contrary to what most people might think, you don't always want to focus on success in your content. Sometimes, highlighting your failures can be more impactful.

This doesn't necessarily work for all content (you wouldn't want a hyper-tactical post about how to fail, would you?), but if you want impactful brand-defining content, you're gonna have to be willing to air your dirty laundry.

What do we mean by brand-defining content? It's the content that makes readers question what they thought they knew about your brand. Aaron uses Rand's post, “A Long, Ugly Year of Depression That's Finally Fading” as an example, or Domino's Pizza's, “The Pizza Turnaround” - a documentary addressing customer complaints.

These pieces of content - while not pretty - came from a place of transparency, vulnerability and failure. And guess what? They worked.

If you're willing to share the dark stuff, you open yourself to criticism, failure… all that good stuff. But you also open yourself up to building lasting connections with your readers.

So, in the words of Aaron:

Get rejected. Make it about them, not you. Make it about salvation, not sales. Make it about failure, not success.

#letsgetrejected

@iconiContent inspire us to be transparent, honest & human. We look forward to share our failures #letsgetrejected https://t.co/NCnBKpvteY

- FosterSuccess (@foster_success) June 21, 2016

Be bold and dare to break things

For most content marketing teams, the idea of simply freezing all content production sounds like a recipe for disaster. (Or a recipe for getting fired.)

But for Uberflip, it was about a shift in priorities. As their VP of Marketing Hana Abaza explained, more content doesn't necessarily mean more results. It might just mean more wasted effort.

So they stopped producing content for three weeks, and instead focused on how they could optimize their existing content for more conversions. That meant putting better calls to action on high-traffic, low-converting content, and driving more traffic to posts that were already converting well.

If you want to run any kind of experiments, you have to be prepared for failure.

But being accepting of failure gives you the power to make bigger and bolder bets.

Pobody's nerfect

Biggest takeaway from @unbounce #CTAConf Day 2: BE A HUMAN.

- Joshua Baez (@joshthebasil) June 21, 2016

It seems weird to have to reassure ourselves that it's okay to be human.

But there's something comforting in knowing that sometimes, it's our shortcomings and flaws that draw people to us (and to our marketing).

After all, you're only human, right?

…

Right?

Psst. The Call to Action Conference might be over, but we don't want you to miss out on any of the learnings - sign up for all the notes here.

11 Methods That Will Make Your Content Marketing Campaign Go Viral

Have you ever wondered how some bloggers and online entrepreneurs manage to crank out tons and tons of useful and exciting new content on a daily basis, and others…

…well, others can't even crank out one useful piece of content a month!

And don't even get me started on marketing it.

There are a number of bloggers who actually can write AMAZING content, but they are clueless marketers and can't get any of it to go viral.

If you have struggled with any of the issues mentioned above, it's okay: you are not alone, and there is nothing wrong with you. Every writer, digital strategist, or content marketer has struggled with the same thing!

What you need to do is learn the necessary skills to not only write killer content but also market it like a pro.

That changes today.

To make this super-organized and logical, I've divided it into two major sections.

1. First, you have to plan and write awesome content.


2. Second, you have to market it.

You must do both, and I'll show you exactly how to do both with step-by-step instructions.

Some people think all they have to do is write content and the world will come knocking at their doors, linking to their content, and sharing their articles.

Write an article. Hit publish. Sit back and make money, right?

Nope. It doesn't work that way.

In order to succeed at content marketing, you have to do both: the writing and the promoting of your content.

Remember this:

1. Content never written won't be promoted.


2. And content not promoted might as well not have been written in the first place.

No matter how awesome your content is, if you're not marketing it, sharing it, and promoting the heck out of it, nobody will read it.

With this straightforward guide, you'll learn the process I use to make my content go viral.

Part I: Planning and Writing Viral-Worthy Content

This is where things start-planning and writing.

Most people know this much. You have to plan an editorial calendar, get your butt in a chair, and write the articles.

That's good as a start, but it's not quite good enough. I have six points that will help you not just create content-but create viral content.

It starts with the early stages of content ideation and planning. Here's what you need to know.

1. Define the objective of your content

The first and most important thing you can do before your pen ever touches paper or your fingers touch the keys is to define the objective of your content.

As the old quote goes,

“Failing to plan is planning to fail.”

If you do not have a definite goal for your content, not only will you likely write an incoherent piece, but you will also likely have difficulty marketing it in the proper channels.

As I detail in my Advanced Guide to Content Marketing, there are several goals you need to define before you start churning out content.

• Decide how you will use this content to grow your business. (Is it to generate leads, improve sales, boost your marketing, or create a community? There is no wrong answer-it's up to you.)


• Decide on a specific goal for the content once you have determined how it will be used.


• Develop the core message that will be congruent through all your content.


• Identify your competition and analyze them.

A content marketing Excel sheet like the ones pictured below can be a huge help.

You can find samples and templates for these spreadsheets online.

Here's one from the Content Marketing Institute. (Careful. That link will download the spreadsheet automatically.)

Econsultancy lists a variety of these free templates. Hubspot offers a few as well. I recommend you check these out before you spend hours creating and formatting your own.

A good calendar will include not just dates but the topic, the content, and the keyword focus of the article.

The level of detail is up to you. Some campaigns are pretty simple and maybe only need a date and a title. Other campaigns can be advanced and may include details such as keyword focus, persona target, author, geotargeting, product focus, seasonal push, etc.

Keep things as simple as possible, and you're more likely to succeed.

2. Focus on the headlines

Which would you be more likely to click on?

“How to Totally Shred Pounds of Fat and Uncover Your Dream Body in Only ONE Month!”

Or

“Burn Fat with This Program!”

The answer is obvious.

No matter whether you are creating videos, articles, or podcasts, the headline is one of the most important aspects of successfully getting your content in front of your target audience.

Make your headlines juicy and enticing, and your conversion rates will skyrocket. Bottom line: your business will grow.

Make your headlines boring and generic, and the most you'll get is maybe hundreds of views (if that).

You've seen the juicy and tantalizing headlines all over the web. Even something as mundane as a pipeline can seem exciting when pitched the right way.

You don't need to be sensational to craft a great headline. Instead, you need to be hyper-focused on what your readers want and make a promise that earns their click.

In fact, you use a simple formula to make the process easier. Try this one, from Buffer.

3. Don't B.S. your readers

In your quest to create epic content, you have to realize that your reputation online is everything. It takes hard work to maintain your reputation, and it can be destroyed in a matter of minutes. Lost reputation can take years to rebuild.

EVERYTHING you publish should be well-researched and fact-checked (or have a decent train of logical thought if the concept you are trying to explain is more philosophical in nature).

If you start creating clickbait content that makes promises you cannot deliver on, your reputation will be tarnished and will be nearly impossible to recover.

However, even if you are putting out less content than the others in your industry, your content will still outperform your competitors' if it is grounded in hard data. Telling the truth through your content, even when it's ugly, will earn you a sterling reputation and the trust of your customers.

4. Make your content super actionable

Have you ever noticed that I strive to offer advice you can take action on immediately?

There is a reason why.

When people read articles, especially informative articles, they don't want theory or conjecture. They want concrete steps they can act on right away-actionable steps.

I've learned what my audience wants, and I try as hard as I can to deliver it.

Whether you include an “Action Step” at the end of each of your articles or simply write in a style that carries actionable information throughout an article, it's up to you. But you have to make sure whatever you put out there, people can act on it and act fast.

The model I use for making my content actionable looks like this:

• Create value and fix pain: The headline I created for my article promises a solution to your pain and an offer of value. Heck, it's free for you to read this article, and you get plenty of great advice, right?


• Build relationship: I've pulled you in. Now, I want to build a relationship with you. If you've been a reader for a while, or simply know about my success, you may already have a relationship with me. If not, you can check out my ugly mug on the sidebar or even email me.


• Earn trust: In my article, I'm proving the fact that you deserve my trust. How? By providing solid researched and experience-based information.


• Take action: You, the reader, can totally take action on this. In fact, based on these four bullets, you can develop your own plan of attack for an actionable content strategy.

5. Create engaging and original content

The Internet is full of crap, and if you want to succeed, you have to be the shiny diamond in the rough. One of my favorite examples of content that stands out is Craig Clemens' article on “How to 10x Your Income Over the Next Four Years”.

Where most articles begin with something bland and generic about how you should wake up earlier, skip the Starbucks latte, and invest your pennies in some mutual fund, Craig comes out with a bang, offering the highly controversial, engaging, and original thought: the first step should be to cut out porn.

This is engaging. Why? Because most people have a visceral response to something like porn.

The content is also original because Craig is willing to say something that not many people can say.

Originality is engaging, so don't be afraid to stick your neck out there. It's worth it.

6. Always include videos and pictures

A picture is worth a thousand words.

So, what is a 3,000-word article with 6 photos worth to someone?

While I will leave the math to you, it is important to realize humans are visual creatures and we process images much faster than text. If you want to increase the amount of user response and the number of social media shares, adding images and videos can be one of the best ways to do this.

I try to include as many relevant images as possible in my articles.

It's hard work finding those pictures and adding them into WordPress, but I'm willing to do it. Why? Because if this 2,000+ word article had zero images, you probably wouldn't read it.

Part II: Marketing

Now, your article is written. You're ready to level up to marketing.

I use the word marketing, but you can also think of it as promotion. You're leveraging tactics to get your content in front of your audience.

Here's exactly how to do it.

7. Get an awesome quote from an industry leader

We all know the power of social proof. This power is doubled when you can get it from an industry leader.

If you have created some epic content and already have built a solid platform to share it on (though this can work even if you are a total beginner), reaching out to an industry leader for their thoughts on your work is a great way to improve your content marketing through social proof and get your name associated with A+ players.

The process for reaching out to them is pretty straightforward as well.

Send them an email or message, and boom. Instant credibility.

8. Reach out to people you see sharing similar content

If you ever see people who are constantly sharing content related to your niche and who are your Facebook friends, reach out to them and ask for a friendly share.

More often than not, if your content is good, people will be more than happy to do this, and it will likely win you a regular “share buddy” you can go to whenever you create some pretty exceptional content (which, if you remember points 3-5, should be pretty much always).

Besides, a lot of social media people and content creators are always looking for high-value stuff to share. You're doing them a favor by letting them know about your content!

9. Turn your content into a video or podcast to broaden its scope

Some people prefer to learn through watching or listening, and some through reading. If you limit your content to the written word, you are massively short-selling yourself and your audience. You are cutting out a whole portion of your audience who might love your work but might not prefer its format.

The same is true if you are a YouTuber, reading this guide. Get on Fiverr, and pay someone to transcribe notes from your informational videos so that people with different learning styles can also have access to that information.

10. Email the sources you quote in your articles

If you are writing articles that require you to cite lots of sources, you have yet another great way to improve your content marketing!

Contact the most cited sources with the article, letting them know how important their work was to you, and ask if they would be willing to share it along their various channels of influence.

Say please, ask nicely, and you're likely to get a positive response.

Again, this can be a great way to boost your credibility and get your content out there!

11. Create content worth marketing

Sure, this point may seem a little redundant, but it is worth repeating.

If your content sucks, why are you even trying to market it? What you are creating needs to offer value to the world, and even if it isn't 100% original, it should offer insights and present the information in a way that the audience isn't used to seeing.

You need to create great content before you can be great at marketing it.

Conclusion

Content marketing can be overwhelming.

There are so many different channels to market your content on that you may feel you can't even choose which one(s) to pursue.

But relax, content marketing shouldn't be this scary.

What's most important is to create good content and do what you can to share it. Once you have mastered the basics, you can worry about the hard stuff.

Until then, enjoy and start creating outstanding content today.

In your experience, what kind of content goes viral? What did you do to make it happen? Let me know about your viral content experiences! I always love a good success story.

B2B Lead Nurturing Myths That Promote Sales Pipeline Leaks

“A small leak will sink a great ship.” - Benjamin Franklin

Myths are plentiful when it comes to B2B lead nurturing. Perhaps we build these myths simply to make our lives easier. It seems like we have a tendency to move towards the simplest tactics to execute rather than those that deliver the highest return on investment.

Let's step back a minute and ask a key question, “Why is lead nurturing so important?” Well, the data is in and according to Forrester, businesses that put nurturing at the forefront of their lead generation strategies produce 50% more leads while slashing costs by 30%.

Lead nurturing works. But if you're going to do it, you need to put these myths behind you.

1. You Can Nurture a Complex Sales Cycle with Email Alone

For many people, email marketing has become synonymous with lead nurturing. While email is inexpensive, your nurturing program needs to be more than a one-trick pony.

What can email nurturing do for you? If you send the right content that meets an individual's needs, emails are effective in creating brand awareness, building trust and educating buyers. Also, you can use emails to recruit individuals into your social media marketing communities where you can continue to nurture them.

If you're selling a complex product, service, or solution, however, you cannot expect email nurturing to do all the heavy lifting. There is no substitute for the human touch when developing a relationship and ramping up trust to the next level. In reality, what you want to foster is not a B2B relationship, but a person-to-person (P2P) one.

How do you insert tele-nurturing into your lead nurturing sequence? Probably the best way to nurture is to use emails for leads which you believe are in the early stages of the buying cycle. For instance, they may just be gathering information for a decision they plan to make several months from now.

While tele-nurturing is likely to have a greater impact, it is also more expensive. So you might want to use this tactic when it appears as if someone is closer to buying. By using the phone at this point, you can break through the clutter by reaching out on a human level, establishing credibility and building that P2P relationship.

2. You Can Nurture All Leads the Same Way

We talk a lot about the necessity of nurturing leads. It's not surprising some marketing leaders believe that as long as they are nurturing their leads, they are on the track to success. There are, however, a couple of problems with this theory.

First, your leads are all in different phases of the buying cycle. What someone needs when they are doing initial research to solve a problem is very different than the needs of their colleague who has already chosen the product category and honed down the potential vendor list. One may be happy to read blog posts that talk at a high level about the problem. The other may be more interested in reading case studies that enable him or her to separate the potential winners and losers.

Second, if you're like many B2B businesses you likely serve a myriad of industries and your product or solution has multiple applications. Someone in manufacturing will likely not be interested in the same content as another individual in, for example, hospitality. You want to personalize the emails and content offers as much as possible.

To nurture your leads most successfully, sending them content that helps to move them through the buying cycle, you need to:

• Score your leads based on how they interact with your organization online


• Segment leads according to the content they have downloaded and what you have learned about their demographics

Bear in mind that some of the information you need for scoring and segmenting your leads will likely not be available by looking at online information only. To assess the quality of the lead you need to know if he or she has the budget, authority to buy, need and when they expect to make a purchase decision (BANT criteria).

To answer these questions, you will likely have to talk to the individual. Of course, there is no need to call all your leads. Prioritize which leads to call by waiting until they reach a threshold lead-score.

This process is powerful because it allows for two-way communication. You can better understand where the prospect is in the buying cycle and the problems they are trying to tackle. This knowledge allows you to customize your messaging to meet their needs.

So don't let the lead leak sink your sales and marketing ship. Forget the myths. Lead nurturing does not equate to email marketing- it's much more comprehensive. Also, all leads are not the same and need personal treatment to move them through the buying cycle as fast as possible and to turn them into valid sales opportunities.

When leads don't convert to sales, you can't afford to abandon those prospects. Nurture these leads with information aligned to their stage in the buying process. Download the Lead Nurturing Guide for Modern Marketers to turn lukewarm leads into B2B sales.