Do you have the feeling you’re falling out of touch with the latest technology marketing jargon and worried that your co-workers and bosses might catch on? In today’s ever-changing digital marketing industry, professional marketers, companies and thought leaders are constantly introducing new ideas, concepts and technologies, changing the way companies approach digital marketing. Effective web design is becoming increasingly crucial and concepts such as Adaptive vs. Responsive Response, CSS, AJAX and Javascript are becoming more critical to understand. To ensure you’re up to speed with latest and greatest in the world of technology marketing, we’ve created a Technology Marketing Lingo glossary. Make sure you’re not left out of the conversation.

With roughly one month until Star Wars: The Force Awakens hits the theaters, I’ve decided to channel my inner Obi Wan Kenobi for the latest edition of “these are not the softball questions your CEO was looking for.”

The CEO in question here is Jerry Strizke, head of outdoor gear and clothing store REI, who became just the latest executive to fall victim to Reddit’s Ask Me Anything (AMA) series. The Reddit AMAs are pretty much as the name implies – actors, politicians, executives, athletes and everyday individuals – can try to set up a Q&A with Reddit members, with the only requirement being that members can ask any question they want (within guidelines of course). The topics range from an actor’s movie career to a guy driving furniture down to Fort Worth, Texas, and as you might guess, the topic and guest strongly correlate with the number of Redditors who join.

REI CEO Jerry Strizke was probably feeling pretty confident ahead of his November 10^th AMA. After all, he had received mostly widespread plaudits for the decision to close REI on Black Friday and still pay employees despite what would be a negative hit on revenues. Riding that wave of good publicity, the decision was made to pull the trigger on the Reddit AMA, despite the long list of others who exited the series bloodied, battered and beaten (see: Woody Harrelson, Morgan Freeman, Ann Coulter who, like Admiral Ackbar, realized too late that, “it’s a trap!”)

Sure enough, the bio posted for Strizke to kickoff the Reddit AMA oozed with confidence:

Hi Reddit. I’m Jerry Strizke, CEO of REI. You might have heard about us recently when we announced that we would be closing all of our stores on Black Friday this year. We’re paying our 12,000 employees to take the day off and we’re encouraging them to opt out of the Black Friday madness and spend the day outdoors with loved ones. I have my team here helping me answer questions, so go easy on me. I’m new to Reddit and have already learned the hard way that /r/Trees isn’t about the great outdoors. Ask me anything!

Ask they did, and while some certainly addressed the store closing, the most upvoted comment was for an employee who painted a negative picture of working for REI and that if you don’t sell enough memberships, it’s bad news as that is the overwhelming metric that matters. That commenter was far from the only one to rail about working conditions.

Reddit AMAs, Twitter chats and other free-flowing forums that allow executives to interact directly with a large number of people hold appeal for numerous reasons, ranging from a desire to make the CEO seem more accessible to a genuine desire to shift from one-way communications to a two-way dialogue. For any business considering a CEO Twitter Chat, Reddit AMA or similar forum, there are a handful of strategies to consider:

• Reaching an unreachable audience – The controversial guests who appeared on The Jon Stewart Show who succeeded are the ones who fully understood what they were getting into. The ones who knew they were going to take their hits, could be good-natured about it, and still effectively get their messages across. There may be times when the audience you are trying to reach is difficult to access via traditional public relations, marketing, advertising and social media. If the target audience is critical to your business as a CEO or career success as an actor, then a case can be made to evaluate these higher risk opportunities.
• Weigh risks vs. rewards – What is the goal of a Reddit AMA, or Twitter chat? They must be clearly defined, and the marketing/social team must put significant efforts into preparation and execution – without making it look like an overly rehearsed, staged event. Think carefully about what the best-case scenario payoff is, relative to the viral risks of hosting a Twitter chat or AMA gone wrong.
• Be wary of CEO hubris – Even if you lay out the challenges of a series such as AMA, many CEOs will feel that it won’t happen to them. That they can be funny and witty and disarm even the most hostile questions. If you view these types of opportunities as something to “win” or “lose”, you will lose. The goal should be to communicate desired messages and understand that not everyone will respond favorably.
• You can’t cherry pick questions – Some of the most universally panned AMAs and Twitter chats have as much about what the interviewee didn’t say as it was about what they said. Ignoring tough questions or failing to answer many questions at all can draw even more scorn then giving bad answers, because it will be apparent the CEO and handlers are trying to tightly control the session and use it purely as a marketing vehicle.

“If a tree falls in a forest and no one is around to hear it, does it make a sound?” The age old philosophical question that actually has a lot of applicability to modern marketing. The truth is that the best marketing campaign with the perfect message will fall flat if there is not an audience of people to see it. data mining At Bluetext, our go to market can be divided into three areas that must work in concert to be successful:

• Brand Strategy, which focuses on creating the right message and brand positioning;
• Brand Presentation, which focuses on taking that message and making it visual; and
• Brand Delivery, which focuses on taking that strongly designed visual message and delivering it out into the market via multiple channels.

The dirty little secret is that so many companies focus on their strategy and their presentation but then fail to really attack the proper channels for the delivery of their message. So here are four things you should be asking yourselves or your marketing agency to ensure that your message is delivered to the right audiences in order to properly achieve your goals:

1. Do you have a database and are you leveraging it? There are many modern techniques for properly leveraging your corporate database to drive awareness and interest in your products or services beyond sending out HTML email blasts. Just this week Google announced a new product called Customer Match that will let advertisers upload lists of emails and match them to signed-in Google users on Gmail, Search and YouTube. This same functionality is available inside of Facebook for very specific targeting.
2. What conversations are you a part of or could you be a part of? What assets (people) do you have that we could insert into conversations to better position your company as thought leaders to drive thought provoking agendas? Have you created an editorial calendar that you review each week and track against KPIs?
3. Are you putting any budget to paid media? If you are looking to drive leads as opposed to straight awareness then taking a portion of the budget and putting it toward paid channels (for sponsored content, advertorial, infographics, etc.) is critical for success. Think about going programmatic as well to maximize every dollar. My partner Rick Silipigni wrote a blog post about this approach recently – check it out here – https://bluetext.com/planning-a-digital-media-buy-get-with-the-programmatic/
4. Are you thinking outside the box? Every company has a handful of activities that they take on from a marketing standpoint every quarter, but only the most successful companies carve out budget to launch innovative campaigns to drive differentiation in the market. Every quarter you should be asking your team and your agency for ideas that would be considered innovative and outside the box. Check out this amazing pop up book my team just created for Workday to help them tell their story in a unique way…http://www.workday.com/payroll_evolution.php

Last week some very interesting data came out of Parse.ly, an analytics firm which collects data for 400 digital publishers including Conde Nast, Reuters, Mashable, and The Atlantic. The headline is that, as of June 2015, Facebook is driving more traffic to websites than Google’s sites including google.com and Google News.

HUH you ask? How is that possible? Google is the king of referral traffic, right? It is all about search engine optimization.

Not so fast. The data points to some recent shifts in how Facebook focuses on driving content to its site, and validates the fact that this is not some random stat that will course correct. The trend line has actually been going this way since 2012.

So as a marketer, what are you to do? Well, don’t ring the alarm bells too quickly. Search engine optimization is still critical for success and needs to be a big part of your marketing mix. But don’t ignore Facebook and write it off as a nice place for consumers to share pictures with friends. That is an uneducated and naïve viewpoint and one that is clearly not valid based on these numbers.

I think it is safe to say that Facebook is just getting started, and optimizing your content to play off the Facebook algorithms, as much as that is possible, is a very smart approach. Some of the concepts that we continuously share with clients include:

• Make your Content snackable and consumable
• Encourage social sharing
• Create conversation and dialogue
• Be unique, relevant, or different, but never be boring

How is your organization optimizing social content? Are you seeing an uptick in conversations due to your efforts or are you just scratching the surface?

The Challenge:

A leading scientific association came to Bluetext with a unique challenge. The association’s goal was to drive higher click-through-rates (CTRs) for its core web properties without altering the front-end design of each site before 2016. Built on a custom, legacy CMS, these sites featured an aged look and were not built responsively. The Bluetext team knew immediately that there was one way to boost traffic to these properties in an effective, long-term fashion that would simultaneously increase conversion rates to purchase, and grow overall engagement with the association’s premium content. Bluetext mapped out a highly-detailed Search Engine Optimization (SEO) Strategy for each of these properties and executed it methodically through the first half of 2015.

Tactics

Our team ran a series of detailed reports on these web properties’ performance in search, analyzing every factor that could possibly be weighing the site down. When assessing SEO rankings, it is key to remember that a website’s “domain authority” is impacted by two main audiences: the search bots crawling the website, and the people searching it and reviewing its content.

Bluetext crafted a multi-phase plan that aimed to improve perceptions of the web properties among both audiences, making sure that any changes made to appeal to crawler bots also suited the needs and expectations of live searchers. Bluetext made recommendations for highly-relevant short and long-tail keywords to include in meta data and content across the site. We then pointed out specific pages on the site that housed meta data (titles, descriptions, URLs) that was too short or too long- and harmed the sites’ search “scores” by breaking structural rules. Bluetext collaborated with the association to rewrite meta data so that it fit Google and Bing’s structural guidelines, and also incorporated keywords that would draw the right searchers to relevant pages, thus boosting overall search authority.

Our next step was to assess website speed and load, and to point out specific tactics to improve these metrics and optimize the user experience. In comparing these web properties to competitors, we found specific referring domains that the client could form relationships with to gain backlinks and grow trustworthiness. Our team explored the client’s social media activity in-depth on platforms that could be used to strengthen relationships with their target audience. We sat with the association’s marketing team and pointed out opportunities to broaden awareness of events and useful materials, and to stimulate engagement among members with posts that ask questions or offer a short piece of valuable information. And since we are a digital design agency and we couldn’t quite help ourselves, we offered design insight on how to effectively rearrange the homepage to improve CTRs to interior pages and display timely, relevant content without drastically changing the current design.

Execution

After receiving a green light from the association to make the recommended changes to their web properties, we got straight to work. Using Google Analytics and Webmaster Tools to identify pages that served as the top 75 “entry points” to the organization’s largest domain, we recreated meta titles and descriptions for these pages so that they fit structural guidelines and utilized keywords that are heavily searched on a monthly basis.

To grow breadth and depth of keyword usage on the sites, our team filled in “Alt Tag” descriptions for images. We looked back at periods where web traffic sharply declined or increased, pinpointing dates when the search algorithm changed and caused these fluctuations. Since the overall quality of a business or association’s Wikipedia profile plays a strong role in search rankings, we combed through the client’s Wikipedia properties and elegantly filled them with high-volume, specific keywords. To draw a closer relationship between the pages across a large site, we created a highly-detailed internal linking strategy that mapped many high-volume keywords on interior pages to particularly relevant interior pages in other areas of the site.

We extended our recommendations to the client’s properties in other countries, identifying ebbs and flows in traffic to these other sites and noting vital changes that should be made to site structures. We also compiled a set of recommendations for the client to manipulate the current mobile design without making major changes so that mobile and tablet users could have a more pleasant user experience.

The Outcome

The time and effort spent by Bluetext to optimize search for this association’s web properties made a drastic impact. Total traffic to the largest site in early June was 13X larger than original average traffic to the site. This same domain saw 12X the number of users visiting the site by early June, alongside a 500% growth in the number of users visiting the property on mobile and tablet devices since project inception. User engagement with website content also increased through project conclusion, with users visiting each page for 20 seconds longer than before. This association is now getting the website CTRs that it deserves with a design that remains almost entirely untouched.

When it comes to where a brand should spend its video ad dollars, YouTube has long been the go-to destination. With more than 3 billion video views per day, content producers direct the majority of its efforts here – and unsurprisingly the advertiser budgets have followed.

But this presumption is being seriously tested by a video traffic explosion – chronicled in great detail by Fortune magazine writer Erin Griffith – underway at Facebook. Facebook users are watching 4 billion video streams a day, which is a 4x jump from just twelve months ago. Granted, Facebook counts a “view” as any video that plays for three seconds, which means that users scrolling down their feed and allowing a video to briefly auto play before moving on inflates the view total. Nonetheless, 4 billion is 4 billion.

Fortune’s Griffith goes into some of the reasons behind social network’s video success – which unsurprisingly includes efforts by engineers to adjust algorithms that make it not only easier to watch videos, but also to share them. While Griffith’s focus is on how all of this impacts advertisers and where they spend their money, Facebook’s rapidly growing impact with video presents a conundrum for B2B and B2G brands and the public relations/marketing firms that represent them.

In evaluating the major social networks and where to focus resources, investment and, most importantly, content, Facebook typically comes up last for firms seeking to influencer decision makers across government and businesses. Sure, everyone is on Facebook, so it goes, but the working assumption is that the largest social network is where you go to view new pics of the grandkids or post updates from the beach – not to consume B2B/B2G focused content.

Griffith’s article supports as much when it comes to videos, with the author pointing out that, “…Facebook’s biggest advantage over YouTube and other video providers may be boredom.” Griffith suggests someone lands on a YouTube video either because they are searching directly for it or a related topic, or a video being shared is ultimately sourced on that site. With Facebook, most of the time we are watching videos because we are killing time on the site and it is just another thing to do.

Because Bluetext works with so many B2G and B2B firms, social media strategy comes up quite a bit. Often, recommendations lean towards LinkedIn, Twitter and YouTube depending on the ultimate goal and category of decision makers the client is trying to reach. Even with B2B and B2G clients for whom we are not supporting social media, Facebook is usually trailing the pack in their social efforts.

But the fact is that Facebook drives one-quarter of all web traffic, and its video traffic explosion demands B2B and B2G firms reevaluate how best to use the site with video content. Is it ideal for placing corporate marketing, event or deeply technical product and service videos? No, absolutely not. But are there times when Facebook, rather than YouTube, should be ground zero for launching a more consumable brand humor video or engaging content that can be easily viewed – and shared – across Facebook and then on to other destinations? 4 billion video streams a day say yes, and going forward B2B and B2G brands may be saying yes as well.

Innovation in content marketing is nothing new, but sometimes it takes well-known brands and how they drive their marketing operations to recognize what’s really valuable. We’ve gathered some top content marketing examples and tips from some of the most recognizable global companies. Some aren’t only about innovation, but rather they show companies sticking to what’s most important about that brand. Others are more on the cutting edge. Here are my four top picks:

1) Pick a strategy that is core to your brand. IBM is known for three key assets: Its technical expertise, its role as long-time market leader, and its position as a respected source of IT information. To match its steady flow of content to its brand attributes IBM follows the same path. To uphold its reputation as a technology leader for more than a century, it has to produce authoritative content that underscores its thought leadership. Because the company is a technical powerhouse, it has to ensure that the content is technically authoritative. And because the company is trusted by millions to provide detailed descriptions of challenges and solutions, it has to make sure that its content is at an expert level. While trying to follow in IBM’s footsteps is not an easy task, it provides a strong lesson for how to approach your content. It should be well-written, possess authority, and have an expert voice. That’s what customers want and respond to.

2) Don’t be boring. This might sound obvious, but with many business-to-business or business-to-government solutions, it’s not always easy to sound interesting on technical topics. Resist the temptation to edit out content that might be fun and relevant, and that plays on popular topics or cultural experiences. Take Hootsuite as an example. There’s nothing very sexy about a tool that allows you to manage your social media posts. It’s mostly a dashboard with a number of useful applications tacked on. But Hootsuite rose to immense popularity by playing off a popular theme, the HBO television series “Game of Thrones.” It created a video called “Game of Social Thrones,” using graphics and music similar to the television show to demonstrate its capabilities. Each popular social platform has its own Game of Thrones city, and logos and images are cleverly used throughout. Timing is everything, of course, and the Hootsuite video garnered lots of buzz on YouTube. Hootsuite also makes sure that its content, even when serious, is fun, increasing its popular appeal. So while your brand or product may be technical and specialized, you can still write content with which your audience will identify on a popular level. The lesson: Don’t feel that you need to be serious all of the time. Create some fun, light content now and then.

3) Tell stories. It’s easy to fall back on technical explanations, and these are often important when conveying the value that a product or solution brings to the market. But telling a human interest story that illustrates what that technology brings to customers can be much more penetrating. Few do this better than Microsoft, whose “Stories” blog posts rarely even include the term software. Instead, they tell stories of how Microsoft technology has helped people, and in some cases changed their lives. In one example featuring sportscaster Daniel Jeremiah, the story is one of the human experience, of triumph, challenge and redemption. Daniel explains how as a scout for the Philadelphia Eagles, when he didn’t trust his instincts and the data at his disposal, he lost the opportunity to push for Seattle Seahawks superstar Russell Wilson. It’s a fun,personal and powerful story, and one that demonstrates Microsoft’s leadership not with a hard sell of its products, but with a tale that will stick in your mind.

4) Go visual. Visual images draw attention, tell a story, and help illustrate a brand’s true value. The problem is, many companies, particularly in the technology space, don’t believe they have much they can show using photos or high-impact graphics. I’m going to put forward GoPro as a great example of a company that relies on the visual to tell it brand story. And yes, I recognize that it’s not a fair comparison—a company that sells action-oriented video equipment of course would have great videos to show off its products. But the thing about GoPro is that it almost never actually shows its cameras in its marketing efforts. Instead, GoPro focuses on its users. One of its leading cameras is called the Hero, and its campaign is to turn its customers into heroes. Much of its content is created by passionate users who are, in turn, becoming public heroes. Companies who aren’t in the video business can take a similar approach. Tell the story of your customers and end users using video and other visual assets to make them the heroes—for the challenges they are addressing and the problems they are solving. At the very least, use visual content and images to enhance your text-based content.

Taking an innovative approach to content marketing can pay off in spades for any brand willing to think creatively and act accordingly. But sticking to some basic truths about what customers want and expect will increase your brand footprint and drive market recognition and share.

Former Eloqua CEO Joy Payne tells Bluetext’s Buzz Lounge that 2015 is the year for sales and marketing to work closely together to fully understand the buyer’s journey in order for marketing to develop the best content for every step of the process. Joe explains that buyers want to facilitate their own journey, and so finding the right content when they need it is essential.

Magellan Federal Vice President Mike Braham talks about what he looked for when selecting the best agency to develop the Magellan Federal brand, and why he chose Bluetext.

Triblio’s CMO and Co-Founder Jason Jue talks about trends in marketing automation, analytics, and digital marketing.