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How to speak marketing: A very serious guide

By , on December 18, 2014 at 11:46 am

Hang with marketing people enough, and you’ll notice that they have their own language. (It’s certainly true for the start-up world).

­This can be confusing. 

However, Rallyverse is here to demystify marketing lingo into a more common lingua franca. These marketing people, after all, are worth trying to understand. Maybe.

Content creation = Someone who is not me needs to write something. Stop looking at me.

“We have strong relationships with several partners” = We’re outsourcing work to vendors if they aren’t too expensive or contrarian.

“We’re working on an RFP” = See above.

Influencers = “Tweeters” who are willing to shill products for $$$.

“It’s going viral” ­= I have no idea how it went viral but thank god.

Paid vs. organic = Expensive and potentially useless vs. I can’t believe this is actually working.

Social media = Life ruiner.

Blogosphere = “That’s, like, Facebook right?”

Tumblr = Tumbler?

“We really need to amplify their voices” = Re-post?

Real-time marketing = Someone who is 21 is doing this.

Above the line = TV.

Media buying = Most of our budget.

Programmatic media buying = See above, but cheaper.

Impressions = Someone somewhere at some point may have possibly clicked or scrolled over this by accident. Still counts.

Buzz = PR.

Native advertising = Trickery.

Co-branding = Whose name goes first?

Spec work = Free work (!!!!!!!)

FPO = Safety net.

Sponsorship opportunity = Anything that exists.

KPIs = We need those. Look into that.

Quiz: New Instagram Filter or Indie Band Name?

By , on December 17, 2014 at 10:30 am

In case you missed it, Instagram released five new filters yesterday, their first new filters in two years. Predictably, the names of the filters bordered on self-parody.

How so? Let’s play New Instagram Filter or Indie Band Name and find out!

1. Crema

Like the fresh finish to your espresso, Crema evokes precision, craftsmanship, flavor and the grit of all those tough barista jobs they had to work on the way to stardom. Still, don’t sleep on Crema, which, just when you least expect it, hits you with a caffeine jolt that lifts your spirits, and briefly touches your soul.

Answer: Instagram filter! I guess it looks a little brown, or something?

2. Objekt

Objekt is experimental to its core, but it never considers polish and passion to be mutually exclusive, and uses such seminal influences not to revive the past, but to reinvent it for his own purposes. Objekt is dedicated to its icons while subverting their methods because he does so with the avant-garde spirit passed down through their work.

Answer: Indie band! Read a review here and check out their music here.

3. Whirr

Moody and indrawn, Whirr seems to be about nothing in particular. It’s striving to recontextualize itself for a far different time and place, but being trapped in the amber of the past, as beautiful as that can be, has its limitations. In its winning attempt to paralyze you, Whirr may have paralyzed itself.

Answer: Indie band! Read a review here and check out their music here.

4. Ludwig

With central European roots and an appreciation of the full Western canon, Ludwig brings a level of virtuosity and precision that you don’t often find from their contemporaries. Evocative of late nights in the smoky cafes of Europe’s grand old capitals, Ludwig takes you to the past at the same time as they show you the way to new, different future.

Answer: Instagram filter! Feels, I dunno, tough and gritty?

5. Shellac

It’s like Shellac took a look at what it was doing and pulled everything apart, rediscovering the level of discomfort that drives it, and working out why it really needs to be doing this in the process.

Answer: Indie band! Read a review here and check out their music here.

6. Perpetua

An epic vision that goes on and on and on, letting you explore pathways and directions you weren’t even sure you knew were there. It’s the perfect accompaniment to a night that never ends and a tomorrow which might never arrive.

Answer: Instagram filter! Kind of blurry out there in the distance? Or just squinty?

7. Aden

There’s something self-aware and almost bitingly melancholic about Aden, as well as a slight suggestion that things are not as serious as they may seem. Aden is deeply personal and in no way instructive, but it might help save you from yourself.

Answer: Instagram filter! Maybe leafy and autumnal? That sound about right?

8. Felicita

It’s strange world, where the usual laws of physics don’t apply. Felicita is like crashing through the ceiling into a tearoom filled with rubber duckies. It tickles and discomforts in equal measure—just like a snail tracing a glittery path up your cheek.

Answer: Indie band! Check out a review here and their music here.

9. Alvvays

Young lovers may fantasize about marital bliss, but the rigid reality favors lingering student loans over floral arrangements. And while talk of alimony and simply signing some papers may sound mundane and stripped of courtship, Alvvays’ sincere yearning convinces us otherwise. This is the maudlin ideal of the 21st century.

Answer: Indie band! Check out a review here and their music here.

10. Slumber

Like the wind-down of the best day of your life, there’s something atmospheric and intimate about Slumber. It creeps into empty spaces, like slow-released vapor, intertwining bright moments to create something simultaneously haunting and inviting.

Answer: Instagram filter! Looks like it’s rainy and sad and better for sleeping and umbrellas?

Thanks a ton to the good folks at Pitchfork and Stereogum for all the, um, inspiration. 

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Categories: Industry News, Instagram

Gentle Reminders: Are you a content marketing snob?

By , on December 16, 2014 at 11:21 am

Are you horrified by the state of other companies’ web sites? Do you scrunch your face in disgust when reading others’ tweets? Are you aghast at the look of your partners’ blogs? Well pass the Grey Poupon and have Jeeves open up a bottle of something expensive and old — you may be a content marketing snob.

How do you know if you’re a snob? We’d like to politely share a set of potential symptoms and gentle reminders for how you can go from Upper-Class Twit Of The Year to Working-Class Hero.

1. “Only longform content counts.”

Do you believe that the length and depth of the content you create is a clear signal of its quality? Whereas other, less accomplished, marketers might dash off a short blog post or pull together a full visual from a cell-phone photo, you’re horrified by anything under 500 words, and you wouldn’t be caught dead using signposts or subheaders to help your readers along.

Gentle reminder: your audience is likely consuming your content on a mobile device. They don’t want to scroll forever or download your magnum opus. Make your point quickly and efficiently. Your readers will thank you for it.

2. “I couldn’t possibly post third-party content.”

Be it on your social media channels or even (gasp!) your company web site, you certainly cannot stomach the thought of sharing a link to a web page or video that you didn’t painstakingly create yourself. You might tell colleagues it’s because there are legal reasons you can’t post a link to someone else’s web site, but really, it’s because you know in your heart of hearts that only people who can’t afford to create their own content are forced to share other people’s work.

Gentle reminder: talking only about yourself and your own content is boring and borderline narcissistic. According to our own data, over 50% of the content shared by big brands comes from third parties.

3. “I only respond to influencers.”

Oh sure, someone might Tweet you or comment on your LinkedIn post, but a quick review of their profile reveals they have barely any followers at all, and, what’s worse, work at an unfashionable company in an unfashionable industry! If you were to respond to them, well, you might as well announce to the world that you’re headed to the loser table in the cafeteria.

Gentle reminder: don’t judge a reply by the number of its followers — judge it by its thoughtfulness and wit. The more conversations you’re willing to have, the more that you’ll signal that you’re someone that’s open to dialogue, and you’ll be pleasantly surprised by the quality of what comes out of those conversations.

4. “Listicles are only for trashy SEO farms.”

No slideshows, easy-to-consume lists or big subheading for you. If you’re making a point, you’re doing it in carefully rendered prose, the denser the better. Because, really, all those listicle gimmicks are just for folks who are whoring for pageviews. Anyone respectable can string a few paragraphs together to make their point.

Gentle reminder: there’s a reason that listicles are popular — they’re easy to consume. We’re not suggesting you exclusively use listicles in your content strategy, but there’s no reason not to mix them into your portfolio. And if you haven’t tried them before, it’s a great excuse to experiment a bit.

5. “Write it ourselves? You probably can’t afford an agency.”

Yes, you’re fully bought in on content marketing. It’s a big priority, and that’s why you hired that agency: because if you’re going to do content marketing, it needs to be professional, polished and expensive. And, really, all those homespun blog posts that you’ve seen on competitors’ web sites? Just a clear indication that a certain someone doesn’t have the budget to pay for quality content.

Gentle reminder: some of your most valuable insights can come from the folks sitting right next to you. Obviously there are plenty of reasons to work with an agency, and you’ll get a ton of value from finding an agency that understands your business. But you should be collaborating with your agency — helping them to help you. Plus, with the number of tools out there to help you create content (cough, cough) it’s easier than ever to build great stuff on your own.

At some point we’ll get bored of #pingpong #crafting. That time is not now.

By , on December 11, 2014 at 12:47 pm


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