In the Headlights: April 22, 2020 Issue

In The Headlights

Welcome, Agorapulse Summit friends! If you missed our Agorapulse Summit session, or want to watch it again, you can download it here.

Optimization. More juice for the squeeze. Biggest bang for the buck.

We hear these business cliches all the time, but we’re not really doing them, at least when it comes to content marketing.

Here’s what I mean. Look at the tremendous number of people and businesses doing live video right now. As it should be – video is one of the best, richest ways to convey information to someone else in the current environment. So, you invest in the tools, time, and techniques to do live video, you go live, you talk to your superfans, and then you move on with your day, having checked the box on this particular marketing tactic.

To use one of the cliches, you’ve squeezed about 5% of the juice out of that content. What should you have done?

You should have followed the Transmedia Content Framework. That live video?

  • Take the recording, gussy it up a bit, and make sure it’s on your YouTube channel.
  • Take snippets of it using either tools like Adobe Premiere, iMovie, Camtasia, etc. and make 60 second cuts for Instagram and other social channels.
  • Pull the audio out and cut it up for a podcast.
  • Send the audio out for transcription and turn it into whitepapers, ebooks, blog posts, or newsletters.
  • Turn select quotes into image-based posts for social networks.
  • Make relevant still photos or animations for Pinterest, Instagram, or your emails with pull quotes from the video.
  • If the video does really well, turn it into a full-blown webinar or virtual conference session.
  • Create a live Q&A based on the video in your Slack/Discord/Facebook Group/LinkedIn Group communities.

Video content is the richest content available, and when you’re recording live video, you’re effectively creating your next podcast episde, YouTube video, and even writing the next passage in your upcoming book – if you plan ahead and think about how you’re going to use the content. Don’t let it go to waste!

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This week’s Bright Idea is a very special video interview with our friend and colleague Mitch Joel, on the strategies, tactics, and tips for client and customer retention in a global crisis. Learn what he suggests we do to add value to our customers’ lives, and the one thing we must absolutely not do right now.

Watch and listen now >

Are you subscribed to our YouTube channel? If not, click/tap here to subscribe!

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This week’s Rear View Mirror looks at Instagram influencers. How have they been doing in terms of engagement and growth in 2020?

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Influencers have been on a slow, steady decline over the years; back in January 2019, they had a median engagement rate of 1.89%, whereas in recent weeks it’s been hovering around 1.1%, a 42% decrease. That said, the pandemic (shown above as the grey region) hasn’t benefitted or harmed their content performance substantially. In the period prior to March 8, they averaged a 1.27% engagement rate; in the period since March 8, they’ve averaged 1.18%, a change of only 7%.

What does this mean for us as marketers? If we’re already engaged with Instagram influencers, chances are we’re seeing about the same performance out of them. That means expectations set earlier this year in terms of performance are still valid, and it also means if you’re considering using Instagram influencers for your marketing, there’s thus far been no massive change that would derail that strategy, in the big picture.

Methodology: Trust Insights used Facebook’s Crowdtangle software to examine 191,919 posts by 4,254 Instagram influencers. The list is curated by Crowdtangle of Instagram accounts that are influential and have brand/business accounts set up, as well as verified. The date of the study period is January 1, 2020 – April 17, 2020. The date of extraction is April 22, 2020. The last 3 days of the dataset, April 18-20, were removed as Instagram’s algorithm does not display content in chronological order and those days’ data is not reliable. Trust Insights is the sole sponsor of the study and neither gave nor received compensation for data used, beyond applicable service fees to software vendors, and declares no competing interests.

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If you work in communications or public relations, you’ve heard of the PESO (Paid/Earned/Shared/Owned) media model, pioneered by Gini Dietrich and the team at Spin Sucks. Take the next step and level up your career by earning a professional PESO model certification from Spin Sucks and Syracuse University.

In an eight-week online course, you’ll learn PESO model strategy, effective use of all four media types, how PESO forms the foundation of your overall communications strategy, and how to tie communications to business impacts like lead generation and overall business goals.

When you complete the course, you’ll earn an accredited certificate from Syracuse University’s SI Newhouse School of Public Communications, a powerful tool for setting yourself apart and above in the job market.

Learn more about the certification today at >

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Shiny Objects is a roundup of the best content you and others have written and shared in the last week.

Data Science and AI

SEO, Google, and Paid Media

Social Media Marketing

Content Marketing

Get Back To Work

We’ve changed things up in Get Back To Work, and we’re looking at the top 310 metro areas in the United States by population. This will give you a much better sense of what the overall market looks like, and will cover companies hiring in multiple locations. Got a specific detail in mind? Let us know in our Slack group!

Top Marketing Positions by Count, Manager and Above

  • Marketing Manager : 359 open positions
  • Digital Marketing Manager : 188 open positions
  • Account Manager : 163 open positions
  • Social Media Manager : 156 open positions
  • Marketing Director : 120 open positions
  • Director of Marketing : 91 open positions
  • Product Marketing Manager : 71 open positions
  • Communications Manager : 66 open positions
  • Brand Manager : 47 open positions
  • SEO Manager : 46 open positions

Top Marketing Hiring Companies by Count, Manager and Above

  • Services LLC : 99 open positions
  • Amgen : 52 open positions
  • Google : 50 open positions
  • Reynolds and Reynolds : 49 open positions
  • Facebook : 44 open positions
  • Apple : 31 open positions
  • Amazon Web Services, Inc. : 30 open positions
  • AbbVie : 27 open positions
  • Bristol-Myers Squibb : 24 open positions
  • TikTok : 24 open positions

Top Locations of Hiring Companies by Count, Manager and Above

  • New York, NY : 126 open positions
  • Seattle, WA : 122 open positions
  • Los Angeles, CA : 90 open positions
  • San Francisco, CA : 89 open positions
  • Austin, TX : 67 open positions
  • Boston, MA : 57 open positions
  • Atlanta, GA : 53 open positions
  • Chicago, IL : 46 open positions
  • Houston, TX : 46 open positions
  • Dallas, TX : 44 open positions

Methodology: Trust Insights uses the API to extract open positions from a geographic area focused on marketing analytics, marketing, social media, data science, machine learning, advertising, and public relations, with a filter to screen out the most junior positions.

Our Featured Partners are companies we work with and promote because we love their stuff. If you’ve ever wondered how we do what we do behind the scenes, chances are we use the tools and skills of one of our partners to do it.

Join the Club

Are you a member of our free Slack group, Analytics for Marketers? Join 800+ like-minded marketers who care about data and measuring their success. Membership is free – join today.

Upcoming Events

Where can you find us in person?

  • MarketingProfs Friday Forum, May 2020, Online
  • Women in Analytics, August 2020, Columbus, OH
  • ContentTech Summit, August 2020, San Diego, CA
  • INBOUND 2020, August 2020, Boston, MA
  • MarTech East, October 2020, Boston, MA
  • HELLO Conference, October 2020, New Jersey
  • MadConNYC, December 2020, New York City

Going to a conference we should know about? Reach out!

Want some private training at your company? Ask us!

In Your Ears

Would you rather listen to our content? Follow the Trust Insights show, In-Ear Insights in the podcast listening software of your choice:

Stay In Touch

Where do you spend your time online? Chances are, we’re there too, and would enjoy sharing with you. Here’s where we are – see you there?

Required FTC Disclosures

Events with links have purchased sponsorships in this newsletter and as a result, Trust Insights receives financial compensation for promoting them.

Trust Insights maintains business partnerships with companies including, but not limited to, IBM, Talkwalker, Zignal Labs, Agorapulse, and others. All Featured Partners are affiliate links for which we receive financial compensation. While links shared from partners are not explicit endorsements, nor do they directly financially benefit Trust Insights, a commercial relationship exists for which we may receive indirect financial benefit.


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