Your Marketing Org Chart Doesn't Work

Image via Unsplash

I wrote a version of this post for the Workfront blog.

(for more on Workfront's outstanding productivity platform, including their ProofHQ collaboration system for marketing approvals, check out my interview and demo on my Marketing Marvels show)

I have been in marketing in some form or fashion for 28 years. During much of that span, marketers' roles, including my own, were delineated and codified. The org chart and process flows dictated precisely what you did, when, with whom, and who approved it and took your output to the next step.

In this way, marketing has been little different from a Henry Ford-esque assembly line, with the additions of a dose of creativity, Excel, trade show swag, and cool business cards.

But in my work running a marketing and customer experience consultancy, and interacting with hundreds of companies each year as an inspirational marketing keynote speaker, I have come to believe that the era of the marketing org chart as we have known it is coming to a close.

Where Do You Draw the Line?

The rapid and rampant integration of marketing disciplines that were once quite separate creates a cross-functional bouillabaisse that is ill suited to inflexible roles and job descriptions.

What does a social media manager do now? Not long ago, he or she was primarily a writer, using sentence fragments to stoke the passions of customers. Now, that same position may require robust photography, video editing, paid advertising, and analytics capabilities.

And how does that social media manager differ from or intersect with a content marketing manager? Is a video social or content? Is YouTube a social network or a content platform?

And what about customer service? Is Twitter a marketing channel or a customer service channel? Does the social media manager using Twitter to delight potential customers also handle inquiries from current customers needing support? Is Facebook a marketing channel or a support channel? The same question applies to Facebook Messenger, perhaps even more so.

What does a “designer” in a marketing team do today, when front-line social media managers can create credible graphics on-the-fly using low cost (even free) tools?

What does a “media buyer” do in the social era, when paid promotion occurs on Facebook, Twitter, Instagram, Pinterest and beyond – the historical dominion of the social media manager?

I'm not at all suggesting that social media managers are somehow the lynchpin of modern marketing. But I am using the maelstrom of disruption that social media causes to historical job roles to suggest something else entirely: The marketing org chart has met its match.

Disappearing Job Titles

I believe the most effective marketing teams going forward will have very few – if any – distinct job titles and roles. Instead, these teams will be increasingly comprised by generalists that know a lot about a lot, without specializing in any one element of marketing.

These highly functional teams will have a collective cornucopia of skills, with individual team members working together in an impermanent capacity to tackle particular assignments, campaigns, and projects.

To make this system viable, smart teams will purposefully collect multiple team members with overlapping and duplicate skills, so that if simultaneous projects have a direct mail component, for example, each project team has a different marketer filling that need for the duration of the project.

This eliminates bottlenecks and gives the collective far more ability to be flexible, nimble and deadline-aware.

There are two outcomes of this movement.

Outcome #1: Goodbye Specialist, Hello Generalist

First, the balkanization of marketing services will fade away. Historically, marketers defined themselves by their specialty:

“I am an email marketer.” “I am a search engine marketer.” “I am a direct marketer.” “I am a B2B demand gen marketer.”

These limiters will become unnecessary because the best marketers will possess many of these skills, making the marketing generalist the most valuable of the species.

In the near future, it will be acceptable to simply say: “I am a marketer.”

Outcome #2: A Greater Dependence on Software

Second, software that enables ad-hoc teams to assemble for particular projects and then disassemble and move on to the next assignment will become essential. Software that understands who has what skills. Software that can recommend team members based on their capabilities and experiences. Software that can keep cross-functional marketers on time and on task.

But software isn't the only answer.

As always, success is more about the wizard than the wand. (highlight to tweet)

The collaborative environment required to operate in the hyper-flexible capacity I've described cannot and will not just emerge from the primordial ooze of Paleozoic marketing departments.

True collaboration requires management support from the highest levels. It requires attracting and retaining marketers that do not fear a workplace without an org chart, but instead thrive on the nimbleness it unlocks. That's a colossal HR challenge, and will take quite some time to achieve.

The Future is Horizontal

This environment requires a true spirit of mutual respect and support. Without a defined org chart, the internal politics of marketing “success” can be set aside. But without that internal scoreboard of who reports to whom to serve as a psychological scaffolding, can marketers really cooperate in real-time for the good of everyone, or will they devolve into ungoverned rabble, like The Lord of the Flies set around a conference table?

A marketing team without an org chart better have every single member on board with the concept, and that will require hiring for outlook as much as hiring for skills.

But it can work, and we'll start to see evidence of it in many organizations, in short order.

For a long, long, long time marketing has been a collection of siloed, vertical specialists doing siloed, vertical work. Not anymore. The era of the org chart is ending, and in its place is the new era of amoeba-like, horizontal generalists (assisted by software) that get more done in less time.

Agree? Disagree? Let me know below.

       

Your Marketing Org Chart Doesn't Work

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Why Most Social Media Writing Sucks and How to Fix It

Forget What You Think You Know

Many people consider themselves great writers, especially when it comes to social. However, Josh knows for a fact that this is not the case. The sad truth of the matter is that many people have held on to the writing methods they were taught in school, which are great for term papers but terrible for marketing.

Having spent 20 years as a Senior VP in Idea Development and as an author at Forrester Researcher, Josh is a veritable expert on the art of writing. He is a strong proponent of reducing writing to the minimum of what is needed to have the most powerful impact on the audience. This goes directly against the scholastic composition many of us were taught, which rewards length and technical jargon.

By cutting out the fluff and making content extremely direct and to the point, it can break through the noise online and capture a few precious seconds of attention with meaningful and motivating information before the reader loses interest.

The more you can convey with fewer words, the better.

In This Episode

• Why successful blogging means writing content every single day


• How the shift to mobile content consumption leads to the need for brevity in writing


• Why proliferating content across many platforms means compromises in messaging


• How being authentic without editing leads to low quality, ineffective content


• The allure and pitfalls of SEO


• How long-form content leads to a decrease in your social media success

 

Quotes From This Episode

“The average person reading a news article spends 36 seconds on it.” -@jbernoff (highlight to tweet)

“In school we were rewarded for writing long papers, but you have to leave all that training behind and learn a completely different way of writing.” -@jbernoff

“Brevity focuses people.” -@jbernoff (highlight to tweet)

“You need to have something to say every day. If you're only going to create content when you really feel the mojo, you're not going to create enough to develop an audience that stays with you on a regular basis.” -@jaybaer

“Most of the text that goes by your face has never been seen by anyone other than the person who wrote it, so it's completely unedited.” -@jbernoff

“Public Relations is an entire industry that's dedicated to creating irrelevant, padded out, unbelievable content. That has to change.” -@jbernoff

“When you're posting on Facebook, you're in somebody else's space. And they can make any change they want at any time they want and screw you over.” -@jbernoff

“While it's a great idea to try and get your content everywhere, you also have to make compromises when you go into these different places. It becomes a challenge to manage all of that.” -@jbernoff

“SEO should be an afterthought.” -@jbernoff (highlight to tweet)

Resources

• Josh Bernoff on Twitter: @jbernoff


• Without Bullshit


• Writing without Bullshit: Boost Your Career By Saying What You Mean


• Groundswell: Winning in a World Transformed by Social Technologies


• Empowered: Unleash Your Employees, Energize Your Customers, and Transform Your Business


• The Mobile Mind Shift: Engineer Your Business to Win in the Mobile Moment 


• Matt Taibbi

 

The Big Two:

Josh Bernoff

What's your one tip for becoming a social pro?

In terms of writing for social, Josh says there are a lot of people who are good writers, some people who are good problem solvers, and very few people who are both. To really make your writing stand out, you should do your problem solving, structuring, and research in advance. Then when it comes time to doing the work, all of the prep is already done and you can focus on making your communication shine.

If you could do a Skype call with any living person, who would it be?

A popular choice for this question, Josh would love a Skype with Tesla founder Elon Musk. The way his mind works is unlike anything Josh has ever seen. If he could just learn four or five things about how to think creatively from Elon, it would be time very well spent.

See you next week!

       

Why Most Social Media Writing Sucks and How to Fix It

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How to Curate Content Without Being Mindless and Mundane

“Content curation not only alleviates the pressure of having to devote valuable time to creating original content, but it also adds credibility and third party validations to your efforts.”

– Jason Miller, LinkedIn, “The Power of Content Curation” by ScoopIt

How many times have you seen a blog post or book chapter begin with a quote from a subject matter expert? It's called content curation.

What's curation? It's finding available content and presenting it in a meaningful way, usually around a theme. Museums curate art and artifacts. Radio stations curate music and news. Content marketers curate content created by other people and publishers: stuff people said, wrote, designed or recorded. It's become a staple for marketers because it can help:

• Improve your work.


• Increase publishing velocity and volume.


• Establish and build credibility.


• Generates links.


• Build relationships.

“I've seen curation also become an amazingly powerful form of networking. Sharing content is reciprocal so when other authorities reciprocate, you get more links, authority, traffic and some of the other crown jewels in the search world.”

– Barry Feldman, “The Power of Content Curation”

How about that? I re-used something I said that was published previously-another form of content curation.

You Can Curate Content in Many Ways

Given all the benefits of content curation, it's good to know there a variety of ways to do it. Therein lies the not-so-good news: A ton of content curation is a complete bore. It's used bubble gum. It's the result of a blog owner or social media contributor playing the “Get Out of Create New Content Free” card.

I'll concede the “you should read this” update has its times and place. A tweet is a good example. Said tweeter (presumably) read said content creator's creation and deemed it share-worthy. Said tweeter could editorialize for a word or two by adding something like “Great post,” but there's no real value-add. Nor is there any harm done.

As I was researching quotables for this post (a step in the curation process), I came across this:

“Content curation is very different from content marketing. Content curation doesn't include creating new content.”

That's bull. In my opinion, content curation has to include creating new content, or it's noise. (highlight to tweet) Your curated content is only interesting if it has a point of view-your point of view.

What Kind of Curator Do You Want to Be?

The key to content curation is context. Giving it context makes it new and potentially interesting. It makes me give a hoot. It gives curation-and the curator-a reason for being.

No one's stopping you from being the lazy kind of curator who continually repeats the refrain, “Look what I found.” In fact, oodles of companies have created “collect and curate” tools that encourage this uninspired publishing tactic.

I'd like to be the guy that urges you to reject the approach and curate with that special something only you have: your voice.

14 Ways to Curate Like a Champion

The way to curate like a champion is to champion an idea in the process. Here are a variety of ways to do it:

Quote People in Your Posts

This is my favorite technique of the bunch. As I've done already in this article, you simply include quotes that add perspective to your story.

Social Sharing

The most popular way to curate content is to share something you like (or don't) via social media. Want to increase the mileage of your social share? Check out Start A Fire, a service that adds a badge with your content recommendations within any link.

Start A Fire helps drive traffic to your content by showing readers who click on your links your content recommendations.

Newsletters

It's easy to tune out email newsletters when the sender relentlessly promotes their own company, or even their content. A more interesting approach is to curate “best of” content focused on a niche.

I actually look forward to getting this digest style newsletter each Friday from Vertical Measures. The editor of the email clearly digs to uncover valuable digital marketing content.

Lists

If curating content is about delivering valuable reference material, lists may be the pinnacle. Lists might be about books, podcasts, blogs, tools, apps, or anything thematically related. You can create lists in a variety of forms such as a blog post, web page, ebook, infographic, or email. Check out List.ly, a magical list-building tool.

Collections

You might consider collections to be lists, but they can take many forms and become very engaging when they feature visuals. Think recipes, photos, quotes, or website designs.

Roundups

A roundup is a piece of content made up of responses from a number of industry experts. You might get the content you need by sending emails, making calls, or simply finding what you need in blogs and on social media. Roundups can take a lot of effort, but deliver huge rewards.

Research

It can be very simple to curate research, and your audience is likely to love it.

Ayaz Nanji, a blogger at MarketingProfs, has a dedicated beat: he curates relevant marketing research.

Ask the Audience

A tasty and fun approach to curation is to ask your audience a question or series of questions and publish the results. You can apply this strategy to create roundups, lists, collections, research findings and more.

Customer Stories

Does your company publish case studies or customer success stories? Why not repurpose some by abbreviating them and curating the content?

Ideas from Events

An easy and valuable way to curate content from experts is to gather ideas from events. One simple strategy is to present highlights from a conference. Another is to create content based on a webinar or seminar.

Presenting a Post

Presenting a post you like on your blog can be the most-or least-interesting approach to content curation. Though I'm ever-so-slightly flattered when a publisher finds my articles tasty enough to republish, I'm unimpressed if that's all they do; they copy and paste my work into their website.

You can republish with panache when you:

• Create a new and interesting headline.


• Write a thoughtful introduction to present your perspective.


• Interview the original author and add quotes.


• Bounce back-and-forth in your post between a previously published post and your commentary.


• Present opposing ideas.

Use your imagination. Put your fingerprints on the post. Never steal content. Always cite the original author and source. And, if you're republishing without adding a thing, use a canonical link so as to not steal someone else's SEO thunder.

Present Something Other Than a Blog Post

Your audience may love your taste in online videos, SlideShares, infographics, data visualizations, quizzes, podcasts-any digital media. Try your hand in creating content based on a cool chunk of media you've discovered.

Newsjack

Newsjacking, a term coined by David Meerman Scott, is simply capitalizing on a popular news story by featuring it.

Storify is a great service you can use to create stories or timelines using social media such as Twitter, Facebook, and Instagram.

Microsite

Creating microsites or content hubs focused on specific topic requires some extra effort but can be an amazingly magnetic curation tactic. It can be done with other publisher's content, your own content, or a combination.

I've used the microsite strategy to create the Content Marketing Roadmap, a page on my site that curates many of my best posts, infographics, webinars, and tools on the topic of content marketing strategy.

Put Some Thought Into Your Curated Content

Curated content need not be dull, but it often is when marketers desperate for content mindlessly republish the works of others. You can do better. Bring your perspective to the content you curate. Mix up your tactics.

There's no shame in curating content to save time, but to do it meaningfully does indeed take time and effort. Align your content curation strategy with your content marketing strategy at large, and create something original.

Get more content like this, plus the very BEST marketing education, totally free. Get our Definitive email newsletter.

       

How to Curate Content Without Being Mindless and Mundane

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Uber Loses $1.2 Billion by Q2 2016: Is the On-Demand Economy a Bust or an Investment?

Bloomberg's Eric Newcomer reported that on a recently Uber quarterly call with shareholders, the company's head of finance, Guatam Gupta announced that Uber's losses continue to escalate. Total losses in the first half of 2016 totaled an astounding $1.2 billion. According to Bloomberg's sources, there are several reasons for this. For one, subsidies for Uber's drivers are responsible for the majority of the company's losses globally. On top of that, Uber has been investing billions of dollars in China and it's yet to turn a profit there. And of course, there's staving off competition. Most notable, Uber has been engaged in a heavy price war with Lyft throughout the year to expand its market share as well as gain ground over other competitors in each market around the world. Uber told investors that it's willing to spend aggressively to do so.

Of course all of this lead the press and the interwebz to cry that the “sharing economy bubble is bursting” and that Uber and its astronomical valuation of $69 billion are examples of runaway capitalism, a “shell game,” and/or a company trying to take on too much all at once with finite resources. Yet, existing resources aren't enough it seems to take over the world in addition to its other significant investments in autonomous vehicles, in which Uber CEO Travis Kalanick said he “can't be wrong” about, as well as logistics and delivery services and more. Add to this, a growing portfolio of settled and impending lawsuits. The company will eventually have to raise again or finally take the company public to continue its crusade.

A key question to consider is whether or not Uber, regardless of its current impact on the transportation industry, is ever going to turn a profit. This question is leading experts to speculate whether or not its business model is actually lucrative in the long term to all stakeholders including investors, service providers (drivers), and Uber itself along with the “Uber of” every other industry.

There's much at stake. But, I also think there's more to the story.

There's a difference between losing money and investing. There are positive signs that already point to the promise of Uber's potential.

For instance, Uber continues to increase global revenues. During the first half of 2016, Uber's bookings grew significantly from Q1 to Q2, from +$3.8 billion to more than $5 billion. Its net revenue also grew ~18%, from about $960 million in Q1 to about $1.1 billion in Q2. Uber spokespersons have told investors that it currently boasts between 84% and 87% of the market in the U.S.

More so, Bloomberg reported in July that Uber lost at least $2 billion over the last two years trying to compete in China. The good news is that Uber won't recognize additional losses in China on its balance sheet after August. Recently,Uber forged a deal with its largest global competitor, Didi Chuxing, to pull out of China. In exchange, Didi gave the company 17.5% of its business and a $1 billion investment, which the company will show on its books soon.

More so, compared to Lyft, Uber's story further gains credibility. While Lyft is a much smaller company by trip volume, it appears, according to Bloomberg, to be losing more money than Uber in the U.S. Bloomberg reported earlier this year that Lyft told investors that it will keep its losses under $50 million a month or about $150 million in a quarter. Furthermore, in July, Uber delivered 62 million rides to Lyft's 13.9 million. However, Uber's driver subsidies were spread across a greater number of rides thus increasing its losses.

In a conversation for a story with my friend Erin Carson of CNET, I talked about Amazon and its vision, ambitions and resulting investment strategies to change the way you make purchases and beyond. From Kindle to Echo to Dash to Prime content, etc., Amazon is investing in innovation and disruption across multiple industries while increasing revenue and opening doors to new opportunities along the way.

“Uber's introduced an entirely new way to get from point A to point B not just in the United States, but around the world,” Solis said. “That comes at a tremendous cost.”

But, Solis said investors are willing to take the risk with the idea that something bigger is coming globally.

Along those lines, Solis isn't worried about the effect of Uber's finances on the sharing economy.

“Uber has long since left behind the sharing economy,” he said. Uber's been a catalyst for the on-demand economy, which is evident every time you hear about a company that wants to be Uber of whatever. 

It's conditioning consumers to get what they want, when they want it, with a smartphone and an app he said, and that's going to be far more powerful than the sharing economy.

“It's not only paving the way for the future of on-demand transportation but it's also changing consumer expectations for it to bring on-demand services across multiple industries,” he said. “Uber is much bigger than transportation.”

I see Uber's play as an investment in not only its own business but also, it's driving a formidable migration away from the sharing to the on-demand economy aka what I also call the selfish economy. Uber isn't just a transportation company, it's a platform and an ecosystem. Its changing consumer expectations and behaviors as a result beyond transportation. It's even changing how automotive manufactures re-imagine the future of transport and ride/hail services.

As such, it's not uncommon to subsidize market shifts, growth and expansion. Amazon, Tesla, Spotify, among many others, invest similarly to pioneer new markets and accelerate consumer adoption.

None of this is easy. Uber's work is relentless as it takes on taxi industries globally, lobbies governments, fights class action lawsuits, recruits, cultivates and subsidizes drivers, further develops its platform to attract developers to build new apps/services and continues to grow markets city by city and country by county. While $1.2 billion in losses is massive, the company's impact over time requires a broader discussion and appreciation for a different type of value, impact and success in the face of innovation and disruption.

Connect with Brian!

Twitter: @briansolis

Facebook: TheBrianSolis

LinkedIn: BrianSolis

Youtube: BrianSolisTV

Snapchat: BrianSolis

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Uber Loses $1.2 Billion by Q2 2016: Is the On-Demand Economy a Bust or an Investment?

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The Inspiring Story of the FCC's Digital Transformation [Podcast]

I'm excited to announce Digital Outliers, a new podcast series that I'm hosting that features some of the brightest minds who are exploring the ways digital technology is transforming (and disrupting) the modern workplace.

Each episode dives into the latest trends driving the future of work and also offers prescriptive guide points for companies (and leaders) who want to be more successful in capitalizing on the value the digital workplace offers for productivity, innovation, experiences and relationships.

My first guest is David Bray, Chief Information Officer, Federal Communications Commission. We talk about his experience and efforts digitally transforming one of the U.S. government's most important oversight authorities. Bray shares the behind-the-scenes story how he used a combination of innovative motivational techniques, technical acumen, and an unconventional approach to the role of CIO to fully modernize the FCC's moribund technology programs. The result: an FCC with agile systems, intelligent processes, and motivated employees collectively empowered to continue to adapt to a rapidly changing world.

Please take a moment to listen to episode one. I hope you love it!

The post The Inspiring Story of the FCC's Digital Transformation [Podcast] appeared first on Brian Solis.

The Inspiring Story of the FCC's Digital Transformation [Podcast]

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Time Management Tips for Entrepreneurs That Actually Work

Every business owner I know struggles with time management.  There are too many things to do, too few hours in the day, and way too many interruptions. The emails, the phone calls, the last minute changes all add up to a jammed packed day where you feel like you are running in circles, and not […]

The post Time Management Tips for Entrepreneurs That Actually Work appeared first on Kim Garst Boom Social – Social Selling Strategies That Actually Work

Kim Garst

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Time Management Tips for Entrepreneurs That Actually Work

#SocialSkim: Facebook's New Teen-Only App, Plus 10 More Stories This Week

Facebook again grabbed headlines–this time with an app for teens only. Also: what Facebook plans to take over next, why the Olympics indicate a big shift toward live-streaming, and how to gauge whether your Facebook ads led to offline purchases. Read the full article at MarketingProfs

#SocialSkim: Facebook's New Teen-Only App, Plus 10 More Stories This Week

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Marketing Video: How to Rise Above the Social Media Noise

Everyone is on social media. And that's not (much of) an exaggeration. But with that many users comes a lot of extra noise. So how do you rise above it and grab your audience's attention? Read the full article at MarketingProfs

Marketing Video: How to Rise Above the Social Media Noise

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How To Dominate Content Marketing With Machine Learning Tools

The internet is loaded with too much content.

Whether you're blogging, publishing a video, or sharing an image, you are contributing to the 2.5 quintillion bytes of data that is made everyday!

The old method of publishing tons of content isn't as effective as it used to be. Many more are publishing great content nowadays to the point that it's becoming increasingly difficult to be heard over all that digital noise.

It's time to blow off that dust and apply a shiny new coat of machine learning polish to your content strategy.

What is Machine Learning?

As a sub-set of artificial intelligence, machine learning occurs when computer algorithms are programmed to learn from the data and information it inputs. The outputs of these machines differ each time because they are able to change their resulting actions from studying patterns, trends, and data-points.

The more information that is fed in, the more accurate and personalized the results are.

You can see machine learning in technologies that might surprise you. Pre-populating search engines, self-driving cars, spam filtering, optical character recognition, and even in a game of Super Mario.

Video by: Seth Bling

Creating a new and refocused content marketing strategy

We're all drowning in content. There is too much to read, scroll through, and find out what's really useful. The consequence of this is decreasing engagement, as seen in TrackMaven's survey.

In your role as a content marketer, you track your blog and social media analytics to understand trends. These trends then help you figure out the direction of your blog and social media efforts.

With so much information do you often find yourself asking these questions with your marketing tools?

• Is all this information necessary? Which metrics actually matter?


• What's the scale of data that is actually being studied?


• Will this tool tell me exactly what I need to do without too much hassle?


• How will this information contribute to the future success of my content marketing efforts?


• How long do I have to wait for the results to show?

By using machine learning tools, you will be able to easily shift your content marketing strategy to be more effective and useful for your audience.

How to create personalized content for your audience using machine learning tools

To increase job efficiency, machine learning tools are able to reduce the time it takes to manually track and decipher your data into effective actionable tasks that will lead to predicted success.

Refreshing your content strategy now entails creating personalized content that is predicted to give you engagement well-before you trial-and-error blog topics.

It's time to break out that polish.

Here are some intelligent marketing tools that will save you time, and provide you with an even more accurate and adaptive way to create and share content that connects:

Making and sharing blog content

The machine learning aspect to the Atomic Reach platform lies within its ability to forecast when you should share articles, and which aspects of your blog actually matter to your reader, even if your audience's engagement patterns start to shift.

Breaking it down to it's components:

• Insights shows you which audience level gives you the most engagement and how much more you could be getting using predictive analytics.


• Writer is an intelligent content editor that highlights specific parts of your blog that is achieving your standard for optimal engagement as well as the areas that are not.


• Scheduler takes out the guesswork of manually scheduling out articles to social, by automatically placing them in the best time for engagement unique to every user based on their social engagement behaviour.

Think of the Atomic Reach platform like the strongman game you see at a carnival.

In this case the puck is your topic, the participants are your writers, and the bell is your goal for engagement.

Without using this tool your content could be missing the mark. Not every writer will be able to get that puck to the bell, because each of your writers' have different styles and skill levels in writing.

To make sure you hear that ding with every article you publish, you'll want to consistently create high-scoring content even if the conditions change.

As a marketer, Atomic Reach helps you maintain a high level of content that is backed by blog and social media engagement data.

Intelligently-driven email marketing

Ever wonder how an email from your favorite brand knew which products to recommend to you?

Email marketing has continued to be one of the most successful ways to reach and interact with audiences. In many Inbound.org threads, the topic of email marketing increasingly revolves around ensuring that your messages are personalized to each recipient.

Personalization in the form of sending your prospects truly relevant information is Rare.io's specialty. Catering specifically to online retailers, Rare.io uses predictive email marketing to increase click-through rates and repeat business.

From analyzing e-commerce transactions and customer buying behaviour, those in your email list are sent product recommendations at the times that have proven to generate more clicks.

Just like this J.Crew email that I received, it shows me what items I clicked on when I was last on their site, and other promotions/products I might be interested in. Without these smart systems identifying products I'm interested in, I might be sent products that aren't relevant to me, like menswear or children's apparel.

With Rare.io, email subscribers are sent products they'll most likely love at the times when they're more likely to buy thanks to intelligent algorithms.

Finding the perfect content creators for your marketing strategy

Many companies hire content writers to generate content for their blogs. If you're familiar with the process, then you know that finding top tier writers that work within your budget can be extremely time consuming and challenging.

Textio helps you create “optimized job listings”. The method behind their smart word processor focuses on predicting how successful your job listing will be, or if your candidate will want to respond to your request.

Their rating system gives you a percentage of success, which is compared to other related documents. 100% being the highest and most difficult to achieve.

In real-time Textio highlights key phrases and gives you word-to-word recommendations, and the pros and cons of that phrase, which includes tone and gender appeal.

You will be able to better pinpoint and nab candidates that match the team's personality and work ethic. Textio will save you time writing a job listing that might not attract the right talent, and will help you acquire your new content writer or marketing employee.

All together now

Throughout each step of the content creation and marketing process, machine learning tools help marketers do their job with more efficiency without compromising quality. By adding intelligence to your marketing strategy you will be able to make more effective decisions with less time, stress, and confusion.

With machine learning marketing tools, you will:

• Find the right writers that will add to your team's work environment


• Generate emails your customers will want to click on


• Create and market the most relevant and engaging content for your audience

From these tools and tips, what new methods will you be implementing into your content marketing plan, and what do you hope to see? Let us know in the comments and don't forget to share this article.

Guest Author: Amanda Chiu is the Marketing Coordinator at Atomic Reach, writing posts, sharing news, and connecting with the community on the daily. Her attempts at clearing her ever-growing reading list continues to be unsuccessful, and she really does believe that sharing is caring.

The post How To Dominate Content Marketing With Machine Learning Tools appeared first on Jeffbullas's Blog.

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