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Hot Takes on 3 Content Gifts from LinkedIn, Lifetime, and Peloton

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Hot Takes on 3 Content Gifts from LinkedIn, Lifetime, and Peloton


LinkedIn gives creators the gift of streamlined live video and newsletter creation. Lifetime treats viewers to an Olay-sponsored mini-episode featuring Monique Coleman. And a Peloton employee gifts the company a season in the spotlight.

LinkedIn expands creator mode features for video and newsletters

LinkedIn is expanding its newish creator features to encompass live video and newsletters. According to Search Engine Journal, the company plans to roll out access to the new features throughout the month to people who turn on “creator mode” (you’ll find that under the resources section in your profile).

Anyone with a LinkedIn profile can activate creator mode (and deactivate it any time). As SEJ reports, once you enable creator mode, people will only have the option to follow you (not connect with you), only your follower count will show in your profile, and your original content will show near the top of your profile page.

(See this LinkedIn Pulse post for more details about how to use the newsletter and live video features.)

HOT TAKE: If you haven’t explored LinkedIn’s creator mode, now may be the time. CMI Slack community member Hannah Szabo recently shared that the CEO of her employer has had a LinkedIn newsletter for about a year, and it’s been a great channel to engage with their audience.

Sure, you can use the new creator mode to grow your own fan base. But consider following Hannah’s lead. Encourage your executives to enable creator mode (if your audience is on LinkedIn). Help them develop content, do live videos, and create a newsletter. Even better, develop a scalable content marketing program to facilitate the executives’ or subject matter experts’ involvement. Just don’t forget to keep it in the individual’s voice. Your audience can easily detect (and ignore) corporate talk.

Don’t overlook the opportunity to use new creator mode features from @LinkedIn to create scalable #ContentMarketing featuring SMEs or execs via @CMIContent. Click To Tweet

Lifetime gives holiday mini-movies a makeover

Lifetime’s 2nd annual sponsored mini-movie debuted during the network’s A Christmas Dance Reunion. Created in a partnership with skin-care brand Olay, A Merry & Bright Makeover features Monique Coleman (of High School Musical fame).

The story follows Eve, a scientist who goes to her boyfriend’s family home for the holidays and gets a makeover from his sister (Spoiler alert: The boyfriend proposes.)

“Our custom mini-movies are a heartfelt and highly engaging way for clients to connect with customers,” says A+E Networks’ David DeSocio, as reported in Adweek. “Our co-production with Olay showcases themes of diversity and beauty, it allows the production to shine and personifies themes and values to the brand.”

The branded content is the star, but it’s not the only way the beauty brand connects with the audience. Olay also runs a viewer giveaway with weekly prize packages and contributes in-program messaging on the channel.

As Adweek reports, A+E Networks’ Peter Olsen said the mini-movies work for brands, and they’re eager to do more.

HOT TAKE: Last year, we covered the odd KFC love story featuring Mario Lopez as Colonel Sanders. The spoof-like content seemed a strange fit for Lifetime’s holiday movie season. This year’s Olay partnership makes much more sense. The storyline naturally encompasses the brand’s message (and products) and delivers what a Lifetime audience expects.

Remember Mario Lopez as Colonel Sanders? Happily, the new @Olay and @Lifetime #content partnership makes sense in a way last season’s KFC effort did not via @CMIContent. Click To Tweet

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Peloton employees’ personal brands form a symbiotic gift that keeps on giving

Peloton instructor Cody Rigsby made it to the finals on Dancing With the Stars this season. His stint on the competition show, in which success often hinges on the fan vote, reflects the exponential growth of Cody’s and other Peloton trainers’ personal brands during the pandemic.

“I bought a Peloton bike in February and use it basically every day. The appeal isn’t just about the exercise classes; it also comes down to the personalities (e.g., the personal brands) of the Peloton instructors,” writes Nancy Marshall, a member of The Forbes Agency Council.

Cody’s rise to the finals came with the predictable social media chatter from his enthusiastic ride-or-die fans Peloton (known as the Boo Crew) and detractors who referred to him as part of the “Peloton cult.”

A teacher from Huntsville, Ala., told NBC News she votes for him every week. “Cody deserves all the support from Peloton because of what he has done for so many people,” she said.

HOT TAKE: Though Cody is the only Peloton instructor to elevate the corporate brand of the exercise equipment and training retailer by competing on a popular prime-time TV show, he’s far from the only instructor to gain a personal fan base. The mutual benefits for company and instructor show why companies should help their employees establish personal brands rather than fear them. Done right, personal brands can benefit employees, employers, and the audiences they build together.

Need proof? Consider how much more the attention on Cody and other Peloton instructors benefits Peloton than its gift-for-the-wife commercial did two years ago.

@CodyRigsby and other @Peloton instructors’ personal brands benefit Peloton so much more than that controversial gift-for-the-wife ad did via @CMIContent. Click To Tweet

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Intrigued, puzzled, or surprised by an example, news, or something else hot in content marketing? Share it with us by completing this form. Your submission may be featured in an upcoming Hot Take.

Cover image by Joseph Kalinowski/Content Marketing Institute





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Marketing operations talent is suffering burnout and turnover

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Marketing operations talent is suffering burnout and turnover


“It’s hard to hire; it’s hard to train; it’s hard to keep people from burning out. To make matters worse, these challenges have intensified so swiftly that leaders have hardly had time to digest them, let alone mount a defense.”

That’s the main takeaway from “The State of Marketing Operations: 2022,” a new report from junior marketing ops training platform Highway Education and ABM leader Demandbase. The findings were based primarily on a survey of 800 marketing operations professionals from organizations of all sizes, more than half from mid-sized companies.

The demand for talent. The vastly accelerated shift to digital marketing — not to mention sales and service — has led inflated demand for MOps talent, a demand the market can’t keep up with. Two results: burnout as too much is demanded of MOps professionals; and turnover, as it’s easy to find alternative opportunities. The outcome for companies is the growing burden of hiring and training replacements.

Use of marketing software has grown two and a half times in less than ten years, according to the report, and the number of marketing operations professionals, across organizations of all sizes, has increased by two-thirds. Use of marketing automation alone has grown 228% since 2016, and there has been a 66% growth in the size of MOps teams just since 2020.

Perhaps most remarkable, 93% of MOps professionals learned on the job.


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Why we care. Providing beginner MOps training services, Highway Education clearly has an interest in this data. At the same time, there can be little doubt that the demand for MOps talent is real and growing. If there’s a surprising figure here, it’s that use of marketing software has grown only two and a half times in the last decade.

AWS MOps leader Darrell Alfonso, quoted in the report, says: “There’s a disconnect between marketing strategy and the actual execution — what it takes to actually operationalize and bring a strategy to life. Leadership, especially the ‘old guard,’ will be more familiar with traditional methods like field marketing and commercials. But now, during the pandemic and post, there’s an entire digital world that needs to be
managed by people who know what they’re doing.”

Read next: More on marketing ops from Darrell Alfonso


About The Author

Kim Davis is the Editorial Director of MarTech. Born in London, but a New Yorker for over two decades, Kim started covering enterprise software ten years ago. His experience encompasses SaaS for the enterprise, digital- ad data-driven urban planning, and applications of SaaS, digital technology, and data in the marketing space. He first wrote about marketing technology as editor of Haymarket’s The Hub, a dedicated marketing tech website, which subsequently became a channel on the established direct marketing brand DMN. Kim joined DMN proper in 2016, as a senior editor, becoming Executive Editor, then Editor-in-Chief a position he held until January 2020. Prior to working in tech journalism, Kim was Associate Editor at a New York Times hyper-local news site, The Local: East Village, and has previously worked as an editor of an academic publication, and as a music journalist. He has written hundreds of New York restaurant reviews for a personal blog, and has been an occasional guest contributor to Eater.



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Product Market Fit with Scott Cunningham [VIDEO]

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Product Market Fit with Scott Cunningham [VIDEO]


Scott Cunningham, CEO of Social Lite and Co-Founder of Merchant Mastery, has worked with thousands of ecommerce stores. The one thing he hears ALL. The. Time? 

“Facebook doesn’t work for my business.”

If you’ve said that about your ecommerce store, listen in as Scott shares what’s missing and how you can overcome that hurdle and start selling.

In this video:

  • Start Here to Sell More: 00:22-00:30 
  • What If I’m Selling a Brand New Product? 00:51-1:02
  • The Formula for Winning in Ecommerce: 1:21-1:34

Learn more about ecommerce:

The Future of Ecommer Marketing Is Now ➡️ https://www.digitalmarketer.com/blog/future-of-ecommerce-marketing/

Use This Framework to Build Ads That Move Product ➡️ https://www.digitalmarketer.com/blog/offer-harmonics-scott-cunningham/

NEW for 2022! Become an Ecommerce Marketing Master ➡️ https://www.digitalmarketer.com/certifications/ecommerce-marketing-mastery/




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Antitrust bill could force Google, Facebook and Amazon to shutter parts of their ad businesses

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Antitrust bill could force Google, Facebook and Amazon to shutter parts of their ad businesses


A new Senate antitrust bill could make Google, Facebook and Amazon divest portions of their ad businesses. 

The Competition and Transparency in Digital Advertising Act (S4285) would prevent large ad companies from participating on different sides of the ad transaction chain. It would ban them from operating more than one of these functions: supply-side brokers selling publisher ad space, demand-side brokers selling ads, or ad exchanges connecting buyers and sellers.

Image from CDTA factsheet

The bill, introduced yesterday by Sen. Mike Lee (R-UT) and co-sponsored by Sens. Amy Klobuchar (D-MN), Ted Cruz (R-TX) and Richard Blumenthal (D-CT), bans companies earning more than $20 billion in annual digital advertising revenue from participating in the online ad ecosystem in a way that creates conflicting interests. 

It also imposes consumer protection rules similar to ones governing financial trading. Under the law, businesses with more than $5 billion in digital ad transactions annually would have to: 

  • Act in the best interest of customers by getting the best bids for ads.
  • Provide transparency customers can verify that.
  • Create firewalls between their buying and selling operations if they are allowed to operate both.
  • Treat all customers the same concerning performance and information related to transactions, exchange processes, and functionality.

“Digital advertising is dominated by Google and Facebook,” Sen. Lee said in a statement. “Google, in particular, is the leading or dominant player in every part of the ad tech stack: buy-side, sell-side, and the exchange that connects them. For example, Google Ad Manager is used by 90% of large publishers, and in the third quarter of 2018 it served 75% of all online display ad impressions. Google uses its pervasive market power across the digital advertising ecosystem, and exploits numerous conflicts of interest, to extract monopoly rents and stack the deck in its favor. These monopoly rents function as a tax — upwards of 40% — on every ad supported website and every business that advertises online, collectively a huge segment of the modern economy.”


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The new law is a response to the anti-competitive practices Google has been accused of. These include Project Bernanke, the focus of an antitrust lawsuit filed by the attorneys general of more than a dozen states. The suit claims Google ensured ads booked via its AdX system would win ad space auctions. 

“The conflicts of interest are so glaring that one Google employee described Google’s ad business as being like ‘if Goldman or Citibank owned the NYSE,’” Sen. Lee said.

Read next: Is there any incentive to crack down on programmatic ad fraud?


2022 MarTech replacement survey


About The Author

Constantine von Hoffman is managing editor of MarTech. A veteran journalist, Con has covered business, finance, marketing and tech for CBSNews.com, Brandweek, CMO, and Inc. He has been city editor of the Boston Herald, news producer at NPR, and has written for Harvard Business Review, Boston Magazine, Sierra, and many other publications. He has also been a professional stand-up comedian, given talks at anime and gaming conventions on everything from My Neighbor Totoro to the history of dice and boardgames, and is author of the magical realist novel John Henry the Revelator. He lives in Boston with his wife, Jennifer, and either too many or too few dogs.



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