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#Rallybot posing with the official football of #Rallyverse global HQ. Note: we check our air pressure daily and our PSI are always on point. #SuperBowl #deflategate #nfl

By , on January 30, 2015 at 4:57 pm


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January Newsletter: Say Hello To The All-New Rallyverse

By , on January 30, 2015 at 10:19 am

January Newsletter

In case you missed our January Newsletter, it has details on our brand-new platform and website, a deep dive into our new Reports, and a roundup of this month’s social content, including our infographic on curated versus owned content.

To sign up for the Rallyverse newsletter, head over here.

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Everyone is a marketer, even Marshawn Lynch during Super Bowl week

By , on January 29, 2015 at 1:03 pm

“I’m just here so I don’t get fined.”

If you’ve been following Super Bowl week, you may have heard how the Seattle Seahawks notoriously, um, media-shy running back Marshawn Lynch has begrudgingly handled his mandatory media sessions. Specifically, by answering every single question asked of him with the same reply (see above). Note that he followed up his initial performance with a second showing and new catchphrase (“You know why I’m here”).

Marshawn Lynch and Skittles

Beyond the #hottakes and infinite-loop coverage of the coverage of Lynch’s media-compliance-as-performance-art, it isn’t actually all that difficult to think about Lynch’s actions this week in the broader context of the changing responsibilities of employees as marketers. Specifically, Lynch reminds us that whether we like it or not, every employee in every business has a role as a marketer.

While not every employee at your company is going to be plopped onto a podium to promote the biggest television program of the year, most do a have a LinkedIn account. Or a Twitter handle. Or a Facebook page. Or a blog. And, in all of those places, there are opportunities for every department and role to pursue their objectives, be it HR, Sales or even the C-Suite.

And while you probably can’t compel your employees to participate in the way the NFL can with Marshawn Lynch (quick reminder, Marshawn, you work in an entertainment business and they put the promotional bits in your contract!), making sure your colleagues and employees are appropriately prepared to participate in your marketing — either via training or with how-to guides and prompts — is essential to success. Not only will it encourage them to participate in marketing, but it will also make them more effective when they do participate.

We all know why we’re here.

What content (and #content) means

By , on January 27, 2015 at 11:22 am

Content is a commodity. Or, rather, #content is a commodity.

Yeah, we knew that. #Content is everywhere. Your brand needs #content. Panic!

Old news.

Sure, you can blame Internet piracy—the fact that just about any piece of information you could be looking for is accessible at the click of a button—and free, at that. Old business models, at least, are unraveling as a result of these unconstrained user behaviors. But it’s more than that.

You're a content producer? Cool

We working humans, we who love good content and who also consume lots of #content, who want to fight for good content—and most importantly—we who sell things are guilty.

#Content no longer has a definition. It’s been so abstracted that it’s equivocated to a check box or many check boxes.

You’re a content producer? Cool, I don’t know what that means. Pretty much all I know is that you are alive.

You made some content? Has anyone seen it? No? It doesn’t really matter does it? Just produce it and slot it in. Fast.

We talk about whitepapers and thought leadership and we know that we’re supposed to have something to say. We talk about the fact that we need to have something to say, but we don’t talk about what that thing is. We use hollow words to mask our lack of research or knowledge of what we are supposed to be talk about.

We design websites and print layouts before we know what fills them up. Meaning no longer dictates the nature of the container. It’s the container that wins. Every single time. It’s easier that way. After all, we gotta keep moving.

There’s something artificial in this need to fill the space, something self-imposed and unnecessary. If we’re not careful, we fill the space without actually saying anything. Without sharing a single coherent piece of information. Without articulating a point of view.

My challenge to us all? Be specific. The difference between quality content and #content isn’t length, price tag, or complexity. It’s clarity. If you’re sending a tweet or writing a whitepaper, don’t just fill space. Share something specific, have something to say.