#WEAREWAVEMAKERS PODCAST

As we find ourselves now in the year 2020, we begin to observe speculation of trends and its feasibility in the realm of content marketing. Chatters about the rise of Tik Tok and its potential to override Instagram has proven to date that it’s not happening (just yet!). Perhaps the prediction of Facebook and its death isn’t too far off from reality, but we can notice that most businesses are beginning to experiment with different tactics, expanding their knowledge on how to optimize their core communications channels while keeping up to date with technology advancements and more importantly, how their target audience are beginning to shirt and respond differently. 

How can a brand ensure that they are able to create a relevant key message that will get across in a big, big digital world? On this episode, we reflect and begin to look at the future and what it holds for brands and their content strategy. After speaking to a series of global experts ranging from brand strategists to agency leads to copywriters and brand communications specialists – we realize that everyone had discovered their own method and strategies that are highly contextual depending on product, service, culture, and location. Led by Wavemakers founders, Nadzirah Hashim and Rachel Lai, tune in and join us on a contemplative meets analytical journey where we talk about the future of content marketing from 2020 and beyond. 

Yes, it’s true. Data has been misused and we understand that it gets a little concerning as users. Platforms are compiling your ‘interest’ and ‘behaviour.’ As marketers, we know that part of our jobs is to tap into that information to analyze how we can support brands to create content that is more meaningful, not misrepresented. Instead of seeing technology as an invasion, one begins to see the power of technology to fulfill its mission and serve better. 

Being more sophisticated in our ways of communicating in key here. We don’t want empty discussions, but we see that brands are trying to strengthen their tribes by being more conscious. Relevance is important in this day and age, and you can’t just create content for the sake of creating with no basis or justification. By humanizing the brand, they are able to build a stronger bridge that transmits content that engages. This is why technology will be used at an advantage for humanity in making sure their priorities are valued and that their interest matters. 

There’s a reason why we look into the customer journey and remember – this is not possible if you don’t know WHO your customers are. With the help of tools like social listening or Quora or google analytics, brands have easy access to their consumers and if they were to combine intellect and intuition, they will know how to use data as a foundation but to enhance their hypothesis by using emotional intelligence. Without this perspective, GOOD content will not be possible. It’s one thing to create content that is geared towards success, but there are other elements that are not measurable (this is where qualitative surveys come in!). No matter how advanced we get with technology, it will never be 100% successful in taking over the power of empathy. Let’s just say – real, face to face conversations will never go out of trend.

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The post The Future of Content Marketing | Podcast S02E07 appeared first on Wavemakers Collective.

Part of creating a great content marketing strategy is to have a creative on board who knows how to communicate to your audience. Whether it is through an illustration, animation, short film or even an Instagram filter – the key to creating a visually appealing content starts with knowing what exactly you want to communicate to your audience and knowing why they would resonate with what you have to say. 

This was evidently a key highlight we discovered with this episode’s guest Nathalie Koutia, Communications Director of OFFF Festival – a 3-day one-of-a-kind conference that hosts innovative and international talents to share their insightful experiences through visual communications. The conversation we had brought forth some recurring themes that we definitely resonated as marketers including the fact that design (while shouldn’t be limited) needs to have a strong foundation of knowing who the design is for. Here are some of the key takeaways we gathered: 

The main advice we got from finding a great visual designer from Nathalie is to make sure the creatives understand they’re why. She explains that part of the process of being able to communicate great design is to be able to explain clearly why a piece of creativity would ignite action or reaction. In fact, to solidify that the creative can do so –  one of the key processes she has implemented for her OFFF Academy (a mentorship program powered by Adobe where artists can apply to work on a creative project with some of the industries leading creatives) is to have the applicant write an essay on why they believe in the project, how it appeals to the current world and what mediums they believe would communicate this. She explains that one cannot start explaining their art without explaining it in words.

At the same time, we all agree that in the strange world of digital where memes like Kylie Jenner’s one-second “rise and shine” song for her daughter can break the internet –  the artist needs to stay relevant and current to know what works for the channels that they’re posting for. In fact, not all visual communications are made the same and a good creative would know what’s the best way to communicate a message to a specific target audience through their art. 

Ultimately, finding the right creative means depends a lot on what message you’re looking to communicate, who you’d like to communicate with and which channel would fit that message best. And in an era where content is oversaturated, it’s important to note that the most successful campaigns come from creatives who understand what makes the audience tick (and think!).

With a background in graphic design, Nathalie Koutia is the Communications Director and Social Media Manager at OFFF Festival. 

She previously worked as the content editor and curator on selected publications and is one of the leading voices of the OFFF Festival in Barcelona and the OFFF on Tour editions.

Nathalie also currently lectures at Harbour Space University in Barcelona in the faculty of Interaction Design.

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The post Creating with The Creative: How to Find “The One” | Podcast S02E06 appeared first on Wavemakers Collective.

When people think of content, most think about creativity. But in reality, content marketing is a combination of creativity and data. The value of data for any business or any agency operating online cannot be overstated. In building a content strategy, data is instrumental in understanding how content is connecting the audience. Also, it can be a guide in the content creation process. 

In this episode, we talk to the author of Content Chemistry (an illustrated handbook on Content Marketing) and co-founder of the digital agency Orbit Media Studios, Andy Crestodina. Andy shares with us the importance of data to drive content strategy, a framework on what to look for in your data, and the tools that are available to get the data you need. 

Data can give you empathy. Fundamentally marketing websites and the value of digital to a business is to answer questions of what are there prospects and visitors coming to their site. The data online can give you knowledge about what pieces of content are doing well, which content is getting people to share or buy the product. All of this information is answerable in seconds. A business can also start from the pages then get more information by contacting your leads offline to obtain qualitative data needed to create and improve content. All content is measurable. 

 A good feedback process for a business running online would be survey monkey or even a callback. If you are a service company, you can talk to your audience and find out what they care about in regards to your business. As a result, you’ll learn what your real value is to them. Then you can create a better content strategy for your brand by using the language that your audience uses. The more you know, the better. Google Analytics is very helpful in analyzing content performance. An example would be that if you have a product page, you can look at which products visitors are looking at more and how much time they are spending on the pages. Another excellent tool is Hotjar.

Go into analytics when you are trying to answer a question or an idea and then find the answer in the data. If you go in there to answer your question, you gradually improve your analytical skills and the question/answer action. Looking at a Google Analytics report won’t help you to understand what the data means — the best way to find insights that are valuable to you is by having a question. 

Going back to the case of creativity vs. data; There are no tools or artificial intelligence that can take way pure inspiration. Google Analytics shows you information from the past, and it can give you clues on what has been working, but it doesn’t tell you what will work. The best marketers are experimenting and seeing what works. Data can support you in getting the content ideas. Data-driven empathy can also make you a better writer or content marketer by using the internet data to mine topics ideas from different angles. An excellent example of an online place of data and inspiration would be Quora. Quora is a well-indexed database of the questions people want to know, in which you can get content ideas based on discussions, and also find out what people are saying about topics related to your product or service. 

Andy Crestodina is a co-founder and CMO of Orbit Media, an award-winning 38-person digital agency in Chicago. Over the past 18 years, Andy’s guided 1000+ businesses. He speaks at national marketing conferences, writes for big marketing blogs, and hosts a little podcast. Andy has written hundreds of articles on content strategy, SEO, influencer marketing, conversion, and Analytics.

He is also the author of Content Chemistry: The Illustrated Handbook for Content Marketing.

Don’t skip this bit. 

We are in a world where art and science can be combined.

Through a scientific method, you can test to determine if your experiment is worthwhile. But you can also do things for the love of it.

Inject chaos in the system and try new things!

We should be more intuitive to feedback.

Research, research, research!

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The post How to Use Data to Drive Content Strategy? | Podcast S02E05 appeared first on Wavemakers Collective.

Given the evolution of digital channels, we all know that it’s getting harder to create content because we can no longer homogenize the way people receive and consume content. Good content is all about bringing both long and short term benefits for any brand out there who’s looking not to only survive but thrive in the online world. Are your customers going to remember you and what is the first thing that comes to their mind when they think about your brand? This requires a holistic view of not just the business as a whole but as well as the audience. The push or pull framework is important in the realm of content marketing because the choice of words and visuals have the power to persuade and convince your customers to act accordingly.

When it comes to push or pull, we need to think of how we are approaching our customers. Traditionally most of us understand marketing from a rather promotional standpoint whereby it’s all about blatantly pushing a product or service in front of consumers. Every time you go grocery shopping and see a discounted card placed above a promotional section, you are basically experienced a push marketing method. On the contrary, the pull marketing method is built on the basis of loyalty – whereby your customers will be drawn to your product or service simply because they want to. That loyalty card from your favorite coffee joint is a form of pull marketing method that assumes that you are a returning customer who will be returning on another a day for a cup of coffee.

Mapping out a buyers’ persona is the key to good copywriting. It sets a foundation for analyzing your customer profile and then you need to go out there and take the extra mile to validate that information. It’s important to go beyond your research and to actually engage with your audience through real conversation. Speak to your customers, ask them what they think and how the product experience was. All this information is valuable data that can help you craft a copy that is geared towards absolute engagement.

Technologies will be there do assist with the heavy lifting type of tasks, steering humans away from mundane roles so that they can focus on improving human relationships by using their intelligence. Instead of seeing it as a threat, we could consider algorithms as a blessing to help take over the tedious or time-consuming condensed data research.

Push and pull marketing can’t exist without the other and it requires strategic thinking in order for you to create effectively. If you want to connect with your customers, you not only need to know who they are. You need to know what they are looking for and why it matters. This is a gateway into mapping out a content direction that is will merge your business offering with the customer’s needs.

Introducing Alex Napier Holland, an expert in B2B copywriting. He creates conversion-focused content for various companies, writing sales copy for some of the world’s biggest SaaS and technology brands, including SalesForce. Follow him on his adventures here (www.instagram.com/alexnapierholland).

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How well aware are you of the problems and solutions determines how you are able to tap into the buying process

When it comes to successful content, the most important metric is 1) revenue 2) leads generated and conversions 3) vanity metrics such as likes and shares

Data can’t tell you why content is underperforming or tell you how to fix it. A good copywriter needs to understand human behavior and adapt.

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The post Push or Pull? Content Marketing – Awareness and Action? | Podcast S02E04 appeared first on Wavemakers Collective.

In the world of content marketing, there’s a rule of thumb content creators should follow: listen to what your audience needs before creating content for them. Now, this may seem like common sense to some but believe it or not, there are businesses out there that are still creating content marketing strategies based on what they feel people want vs. actually listening to what people need.  When the truth is, there are already tools out there that can tell you what exactly you should be talking about in your content strategy – case in point, social listening. 

With the birth of social media in the past decade, marketers are now more than ever able to mine the sentiments of a selected audience on a specific product. Every time a person mentions they dislike a product, social listening tools can pick up this insight and create a strategy around what might appeal to them instead. And in this episode, we speak with Stephanie Schwab from Crackerjack Marketing who has over 20 years of experience in how social listening has benefited brands and their content marketing strategy.

According to Stephanie, there are two types of social listening – ‘real-time listening’ which essentially monitors brand mentions as and when a customer is talking about the brand and ‘reporting listening’ which keeps track of the general conversations that the target audience is also talking about outside the realm of the brand. While real-time listening monitors the brand mentions, reporting listening can really help a brand understand how to stay relevant to the audience.

With so many tools out there, one could easily get lost in knowing which tool works best for them. In fact, not all social channels are created equal for social listening and not all social listening tools are optimized for all social channels either. So in the case of experimenting on paid tools, it would be best to test as many out as possible and to work with a professional social listening analyst who can dissect the data and give a more accurate understanding of what the audience sentiment is. 

Ultimately, social listening tools on its own are still only 60% – 70% accurate. When it comes to identifying the human slang, nuances and mixed languages, the machine still needs a human to interpret the data compiled.  But the value of the data is ultimately gold as it can easily dissect the most important topics that your target audience is seeking.  Stephanie highlights that if you’ve got the right social listening analyst, the investment is worth every penny. So businesses who have not jumped in on this yet are missing out on a key part to strengthen their content marketing strategy.

Meet Stephanie Schwab. As the founder of Crackerjack Marketing in USA, her two decades of PR and marketing experience have earned her multiple awards including Ragan’s PR Daily Awards, PR News’ Digital PR Awards, a WOMMIE award, a PRNews Platinum award, and an OMMA award. Stephanie also holds a faculty position at Loyola University at the Quinlan School of Business, a professor at an international university at Harbour Space and a part-time faculty member at The New School in New York City.

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The post Social Listening, Missing the Point? | Podcast S02E03 appeared first on Wavemakers Collective.

Have you ever decided to buy something like a computer or phone and then look at the reviews or prices online afterward to convince yourself that you made a smart purchase? The “buyer’s remorse” you have after the purchase is known as Cognitive Dissonance. By definition, cognitive dissonance occurs when a person’s beliefs, thoughts, or decisions contradict each other. Brands have worked to tackle dissonance using ads, stories, and any type of communication to hook consumers into buying their products.

In this episode, we talk about how upcoming brands can use cognitive dissonance to learn more about their audience and create relevant content that will drive them to their brand. When creating content or brand strategy, it involves some psychology, wherein you learn more about your audience, their beliefs, and the reasons behind their buying decisions. In this episode, we speak to brand strategist, Jasmine Bina, about the science behind this theory and the framework she uses to help brands learn more about why their consumers make the decisions that they make and how they can use that knowledge to create an effective brand strategy.

More often than not, people will make choices based on their emotions. Logic helps in analyzing and getting closer to the decision, but in the end, your emotional trigger makes the final choice. So overall, marketers will need to create brand strategies that will evoke emotions from their consumers, and this can lead to brand loyalty.

Like doing any science project, research and data are vital. Learn more about what your customer’s beliefs, inspirations, or the type of content they are consuming; gather sentiments online; conduct face to face interviews. Find out what your customers are willing to spend money on because the fact is people are not just going to buy the product they are going to buy into the story behind the product. Once you’ve gathered all insights and the emotional triggers, you can then create an effective brand strategy.

When researching into a market, look into the trend data and how consumer or brand stories change over time. During this stage, Jasmine uses a framework called The Emergent Story Arc. She uses the framework to map out stories that have touched the consumers and how they have changed over time because of either political, socioeconomic, environmental, or even cultural impact. Through the changes, one can then see a trajectory on where the stories are going and how people’s beliefs are changing.

If you are an SME and want to address cognitive dissonance with your customers, start to change your mindset as an organization and listen more to your customers. Regularly read on what’s going on in and outside of your industry. Once you’ve opened your ears to them, develop and share an opinion (that can create tension or spark conversation) on whats going on in the industry. In that opinion is where you can address cognitive dissonance. Companies should be willing to take a risk on how they can make an ideal reality for people. Ask yourself what role you can play to solve a cultural, economic, or even environmental task. With this in mind, you can then develop a narrative or content that will engage your customers.

Introducing Jasmine Bina, brand strategist, and founder of the Concept Bureau, a brand strategy agency based in California. She and her partner work with companies across all industries who are looking to refresh or launch a new brand. The agency also works with startups who are looking to own or create a new market in their industry.    

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The post Using Cognitive Dissonance to Compete with Bigger Brands | Podcast S02E02 appeared first on Wavemakers Collective.

What do you know about your customer’s journey? As much as we’d long to singalong to – “Hey babe, take a walk on the wild side,” we figured it’s time to have a little reality check and steer you back to a relative path that will help you understand your customer journey. The funnel is no longer as clear cut as the next infographic you find on Google. These days, you got to learn, put yourself in someone else’s shoes, and if you’re in any business, start walking in your customer’s shoes.

We’re back with Season 2 to look into the pain points of Content Marketing and its fierce evolution. As a brand, how do you make sure your customers remain loyal or engaged with your product/service? It’s hard to know where to begin or how to think of the Consumer Decision Journey (CDJ) without an entry point.

Let’s face it – the word ‘funnel‘ has been widely in the realm of marketing. We decided to rope in one of Germany’s leading conversion optimization and growth marketing expert, Nils Kattau, to crunch through a conversation on the matter. Together, we revisit the fundamentals and discuss how to maneuver around an ever-evolving funnel.

Naturally, context is important here. If you’re working your way to building the ultimate funnel, there’s no one size fits all, and it’s not going to be easy (sorry!). You need to be able to analyze the different stages in terms of product type and price points. The answer to these questions will determine the complexity of your customer’s behavior and the barriers within their decision-making journey.

The perfect funnel doesn’t exist; you can only decide on what works best by testing and making comparisons to evaluate the results. When it comes to mapping out your customer journey, you need to learn to track the right data and be able to distinguish the difference between micro and macro conversions.

Get experimental and try different marketing channels. Becoming overly dependent on ONE channel is one of the biggest mistakes most businesses make these days. The joy of having an endless amount of channels out there is that you’re able to find different ways to engage with your audience.

Introducing Nils Kattau, a conversion optimization expert who worked with clients like Airbnb, PayPal, Facebook, eBay – to name a few. An avid entrepreneur who founded THE DIGITAL FAMILY, an e-learning platform, and a German-based online marketing conference called OMLIVE. He shares insightful lead generation tips on this website and you’ll find entertaining Memes on his Instagram. 

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The post Customer Journey: Rethinking the funnel | Podcast S02E01 appeared first on Wavemakers Collective.

As we wrap up Season 1 on Influencer Marketing, we can’t help but share what we’ve learned from talking to our guests. From how to build a tribe of influencers to comparing whether Youtube is a better platform compared to Instagram ; what’s clear is that there are pressing issues that need to be highlighted on how brands and influencers work together.  Here are some main highlights you can take away:

“Pick influencers that love your product.”

When it comes to finding the right influencer for your brand – both Nadzirah and Rachel agree that you should fundamentally work with the ones that share the same vision, mission, and values as you. If they’ve used your products before, this is a plus. Furthermore, your influencer should be sharing information about your product with authenticity as opposed to just doing it for freebies. Brands also need to think of working with them for the longterm because one-off postings are much less useful to achieve maximum results.

“Brands need to think of why they want to invest in influencer marketing.”

While jumping on this marketing strategy sounds like a good idea, brands should evaluate WHY they want to engage with influencers first. Many times we meet brands that do not have a standardized process set up before working with an influencer. This can range from determining their goals, auditing the influencers before hiring, setting up a social media toolkit which defines guidelines for the influencer and making sure the technical tools for analytics are set up to monitor the outcome of their posts are effective. Setting up these processes in advance will go a long way for your influencer marketing strategy, including being able to justify whether the investment is worth your business.

“The future of influencer marketing is about using tech for more transparency.”

Onwards to 2020, both Rachel and Nadzirah agree that your tech stack matters. Tools like HypeAuditor and Awario were mentioned as one of their favorites to use to ease their influencer marketing process. These tools are not only great to determine whether an influencer has the audience that matches your demographics. It also can be used to find new influencers that you may not have heard of before.

A SCOOP FOR INSPIRATION 

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The post The Future of Influencer Marketing | Podcast S01E07 appeared first on Wavemakers Collective.

Which is a better influencer for your business, an Instagrammer or Youtuber? IGTV is trying to ramp up its usage within the Instagram community by adding the feature where IGTV clips would start appearing in people’s feeds. Moreover, as recent in July, IGTV is getting another boost of exposure where anyone can watch IGTV videos on Instagram, in the standalone IGTV app. When someone you follow posts a new video to IGTV, you’ll get a notification in the native Instagram app. Along with that in mind, this gives influencers to expand its content strategy towards IGTV and even possibly convert Youtubers that are on Instagram to use this feature. In this episode, we highlight how Instagram and Youtube influencer is different from each other, and how you can use each one to your advantage for your business.

There’s an overlap of viewers between Youtube & Instagram. However, if you view the user behavior and audience persona of a person who converts through Youtube vs. Instagram, you will see they are different. For starters, 62% of Youtube users are male, and the content that people are browsing for on Youtube are mainly product reviews, vlogging for travel, or longer form of stories from influencers. Users spend roughly 40 minutes a day on Youtube, Instagrammers use the channel twice as less than 18 minutes.

Youtube stands as a domain for more creative, sophisticated, and entertaining content, which takes up more concentration from users. Most of the videos are of higher quality and cinematic format. So for influencers to produce this content its more of a challenge and more costly because they need to find a form or theme to stand out from others.

With Instagram, it’s all about lifestyle — what people do and how they spend their money. Videos have to be quickly digestible as you have a couple of seconds before a user switches their attention to the next video, and it’s quicker to produce and less costly. With the evolution of IGTV, allowing both horizontal and vertical videos, this works excellent for creators who want to be up-close and personal with their audience, i.e., travel or cooking videos. As well for those creating content such as dance and sports, which are high motion and often feature a handful of people in the frame.

If the product you are trying to sell or showcase is lifestyle-oriented such as clothes or accessories, then Instagram would be the right channel to use. Using influencers to mention for recommendations or referring a specific product is much more likely to look native and be appreciated than imposing direct ads on Instagram. If you are a lifestyle e-commerce brand driving traffic to your website via Instagram is harder. Even if you put links into stories, users may still feel reluctant to check out your brand.

Youtube would be a better channel to use, only if you want to educate your audience about your products in the first contact; which takes a longer form of video. Also, if you are looking for an additional traffic source, getting your videos to the ‘suggested’ section on Youtube will give you a tangible boost in terms of impressions and deliver potential customers to your website.

Before they were co-founders of Pandan Social, a content marketing agency based in Malaysia. Daniel and Brandon met when they were both go-kart racers with the ultimate goal of joining formula one. In the business side, Brandon is a freelanced content creator and videographer. While Daniel is an accomplished marketing consultant. With their experience in the global markets, they saw that many brands don’t have a dedicated team to run or create content for their social media channels. Their agency Pandan Social fills in this need by providing brands with their dedicated team of content producers, account managers, and social media marketers to create content as well as manage their social media channels.

A SCOOP FOR INSPIRATION

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The post Picking the right influencer, Instagrammer vs Youtuber | Podcast S01E06 appeared first on Wavemakers Collective.

Finding the right influencer is similar to meeting the love of your life – it’s about compatibility. We need to connect with someone who not only share the same values but who is willing to compromise on mutual terms towards collective growth. Time is gold and you got to know what you’re investing in and why. This is an important element to any relationship building especially if you’re cultivating long term results.

We live in times when everything is instant and what a lot of us don’t realize is that a short term mentality will only lead to temporary solutions. If we’re looking to create sustainable growth, we need to start looking at ways to assimilate your passion and beliefs in whatever you invest your time with. This is most true when establishing an influencer marketing strategy. This episode reaffirms our belief at Wavemakers – influencer outreach is an organic approach to marketing and there’s no one size fit all model to determine an exact conversion.

Once there’s clarity, there’s also trust and certainty. This is a primary pillar for any influencer program to succeed. If you’re going to approach an influencer for the sake of getting one message out there just for the sake of reaching your KPI then it’s almost a recipe to failure. At the end of the day, brands need to realize the importance of going beyond surface-level numbers (likes, followers) and to value any influencer through their quality of content. Is it really just about sales and conversions or is it about how your brand is being represented? Think about your end goal and whether or not if an influencer can help you achieve it. Influencer marketing is essentially about reach and awareness, and so giving your brand that human touch to bridge a lot of things that your audience may not understand. They can help break down key messages in a way that makes sense to the receiver.

You got to lay the right foundation for influencers before you engage with one. For Sarah Lian, she empowers her Suppagood team by getting a shortlist of their desired clients including brands they dream to work with. This getting an idea of what they like, where they are headed and more importantly, to understand the WHY of any influencer you engage with. Alignment is key. Whether a brand shares the same values or not, there are always ways to find similarities on how to work together. It’s up to both parties to shape the direction towards mutual success.

Get the right information, ask as many questions. And this goes to both brands and influencers. Once you know what to expect and lay out the terms, you surpass the grey areas and avoid any potential confusion. A lot of negotiation terms are not transparent and that’s when things go wrong. Sarah Lian believes in managing expectations from both client and influencers, where they try to find a fair middle ground before any agreement. They champion the power of dialogue as the key to working towards a successful campaign. Brands need to understand why they are doing what they are doing before putting the responsibility on influencers. Be open to discussing what has worked and hasn’t, being open to education and knowledge before deciding on an approach.

Emcee, entrepreneur and celebrity, Sarah Lian is a prominent figure who is an inspiration to a lot of women. She runs a talent and PR agency called Suppagood, a boutique agency based in Kuala Lumpur that offers out of the box thinking and creative strategies. Representing a collective of influencers from diverse backgrounds, they are focused on nurturing the potential of talents and developing their professional careers.

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The post How to cultivate long term collaboration with influencers? | Podcast S01E05 appeared first on Wavemakers Collective.