Lin Koh

What are the most important things to include in a campaign brief? At Wix Studio all our briefs answer these questions: 1) who is your audience? 2) What do you want them to know/think feel 3) why is it important 4) how are you going to achieve that. I think #3 is often neglected but if you can’t answer why you’re spending time on a campaign then you should probably stop working on it.

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A week ago I anecdotally "noticed" that perhaps there is less Reddit in the Discussion & Forums SERP Feature. Brian F. noticed the same. (Just saw Lily Ray has some nice data on this as well!) Anywho... I asked the folks at Semrush to pull data to see if I was crazy or not and the answer is... maybe? There is a slight yet consistent downward trend in both Reddit and Quora URLs being used in the SERP feature. Conversely, other forums have seen the inverse trend and are seeing more placement. Is this of real significance? Hard to say that this is any sort of HUGE shift on the SERP. However, the trend does continue across other data points. For example, the number of Discussion and Forum features with multiple Reddit URLs is also down slightly over the past months So I would say, perhaps we are starting to see a crack in "Reddit's Armor"?! Would be interesting to track this and how/if the trend continues. For the record, here is the market share for the top 15 forums beyond Reddit and Quora within the SERP feature: Tripadvisor ·What To Expect Forums ·Wedding Wire ·RealSelf.com ·City-Data.com ·Bogleheads ·Rick Steves Travel Forum ·Google Help ·Lawn Care Forum ·ResetEra ·Lipstick Alley ·Microsoft Community ·Stack Overflow ·Ask MetaFilter ·DC Urban Moms and Dads · Only Trip Advisor gets over 1% of market share (2.29%)- which I guess kinda makes sense since there are so many verticals on the web dealing with so many different topics.... #SEO

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Mailchimp's epic #FromHereToThere marketing conference is back in London 🚀 [ad] The speaker line-up is unreal...! 🔥👇 Mailchimp’s 'FROM: HERE, TO: THERE' conference was sooo good the last time i attended. The event will feature keynotes from some of the world’s smartest marketing minds, who will reveal the latest marketing tech, tactics, and big trends shaping our industry. They’ll be exploring fascinating marketing, AI, and e-commerce insights across the day in immersive panels, talks, and Q&A sessions. What to expect… - Keynotes from Steven Bartlett, Mo Gawdat, Rory Sutherland, & more! - A peek into the future with Ameca, the cutting-edge AI humanoid. - Deep dives into AI, e-commerce strategy, and the latest marketing trends. - One-on-one sessions with Mailchimp pros for personalized marketing insights I can’t wait for Mo Gawdat's 'Digital Dopamine Equation' keynote – How AI boosts happiness AND marketing… Mo’s keynote will explain how to become a stronger, happier human, and a more proficient marketer. He will be doing a deep-dive on how AI improves work-life balance, stress management, and more. So… If you're serious about levelling up your marketing game, I highly recommend you get yourself to this event. 🔥 Key info - When: Thursday, 13 June 2024 📅 - What time: 9am - 7pm GMT 🕘 - Where: Magazine, London. 📍 ✨ Explore the future of marketing & reserve your spot: https://lnkd.in/enUGF244 -- Intuit Mailchimp #mailchimp #ad

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Staff ignoring internal comms is a symptom of bigger problems. Replacing email with video is not a fix. You might get a few more eyeballs at first, sure, but after a while they will ignore that too because you addressed the symptom, not the root cause. Before switching format to video, ask: 1. Do staff believe in your leadership? If they don’t, they won’t care what you have to say. 2. How’s your staff’s workload? Overwhelmed staff will (rightfully) prioritize other things over reading your emails or watching tour videos. 3. How much communication are you sending out? Too many messages is the fastest way to get you ignored. 4. Are you sending relevant information to the right segment of your staff? You don’t get many shots at wasting your staff’s time before they tune you out. 5. Are you distinguishing between business critical and non-essential comms? Everything you send out is not urgent! 6. Are your team leaders promoting your information as part of their regular touch points with their direct reports? If your leaders don’t buy in, there’s zero chance your front line staff will. When we work with companies to improve their internal communications, we first identify the root causes, then work to address them. As I always like to say, if it sounds too good to be true, it probably is. Don’t let anyone sell you a “magic cure” software. Put in the work and figure out why things aren’t working. If you need help, let us know!

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Are you proactive enough when working with clients? According to Pierre-Baptiste Borges, who is a Head of Business Development at French marketing agency odace - not being proactive enough is a key mistake that marketing agencies make that harms their client retention. #marketing #marketingagency #digitalagency

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Today marks a significant milestone in my 8-year career.📍 Many copywriters never get to see their names attached to their work. It's often published under the name of an executive or with no byline at all. We write social captions, eBooks, blog posts, email campaigns, slogans, and web copy that are never attributed to us. Which, honestly, is okay. It's part of the job. I'll always know the copy is mine. But today, for the first time ever, there's a piece of content out in the world with my name on it. And that recognition feels really, really nice. I'm so excited and grateful to work for a company that centers content and empowers its writers to take ownership of their craft. It helps that I work with some of the most clever, thoughtful, and creative people out there. It's been a great six months at Ninety. Here's to many more! 🚀 Check out my latest blog for some actionable tips on hiring and retaining the right people for your organization:

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What a timely reminder of how to run a great content crit from our friends at Button. I think how you run a crit says a lot about how you do a lot of things. When I started as Head of Content at Practice Better one of the first things I did was set up a weekly content crit. (We call it Content Jam, because of course we do.) Everyone across the whole company is welcome to attend, present, and give feedback. Because the point of Content Jam is to: 1. Create a community of practice that you feel a part of no matter where you sit in our org or what your title might be. Content is truly everyone's job, especially in an org of our size and at our stage of growth. 2. Make sure that all content across the whole user journey is on brand, on message, clear, consistent, and yep, delightful, in its own special way. (Delight means a lot of things in content, but we'll leave that aside for now.) Because my (incredible, wonderful, collaborative, and badass) team doesn't just own marketing content, we own content across the whole customer journey. From the first time you meet our brand to the whateverth time you open the app and run your business upon it. Why do I love this Button post so very much? Because it: 1. Offers a terrific refresher of what I call our Rules of the Road. How to run a great crit. How to make it a good, supportive, and useful experience for everyone involved. 2. Calls out how a person should feel after they present their content and get feedback on it. If crit is a product, what's the user experience? How do they FEEL after it's all said and done? Well, you should feel: - Supported - Refreshed - Confident - Motivated I'll be honest, I think this goes for a lot of interactions. I hope this is how you feel after a 1:1 with me. After a company-wide All Hands. After an async check-in on Slack. I hope you feel supported, refreshed, confident, and motivated. I try to design those interactions so that's how it goes. And isn't that how we want people to feel after they stumble across (or even find) our content? After they use our product? I think most, if not all, content teams are aiming for that. But this post is a great reminder that it all starts at home. You can't design supportive, refreshing, motivating, and confidence-building content unless you're actively building a supportive, refreshing, motivating, and confidence-building team. It all comes back to how we treat each other. Like we used to say at HubSpot, your culture is a product, too. You should spend at least as much time on thoughtfully shaping and refining it as you do the software you build.

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Never send an "OOPS, wrong link!" email again! For all of us who regularly send emails, links can be a huge source of anxiety. You swear you've checked them all, you hit the send button, and...sure enough, you forgot to update a link (or accidentally misspelled a URL). We've seen the support tickets on our side ("HELP! Wrong link!") and there wasn't much we could do in a sent email...until now! The Workshop team has built a feature that allows you to update the link in any sent email (whether it was opened or not), totally eliminating the need for that second "oops" send. :) For #internalcommunications, it's one of those sweet little features that makes every day a little bit easier and eliminates one of the more stressful parts of the job. (Wish I had this feature in my marketing email platform, but oh well!....)

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The top 7 most hilarious transcriptions that auto-caption created : - "magical consulting" --> instead of "management consulting" - "whatever I can eat" --> instead of "watermark on it" - "tissue port" --> instead of "IT support" - "softer engineer" --> instead of "software engineer" - "the dancers"--> instead of "head hunters" - "giant coach" --> instead of "agile coach" - "paid social fashionist" --> instead of "paid social specialist" These were all the bizarre transcriptions that auto-caption created and that I captured while reviewing (manually) the videos that I am shooting for my course on how to become a successful freelancer! The course will include: - the 𝐥𝐚𝐭𝐞𝐬𝐭 𝐟𝐫𝐞𝐞𝐥𝐚𝐧𝐜𝐞 𝐝𝐚𝐲 𝐫𝐚𝐭𝐞𝐬 𝐚𝐧𝐝 𝐡𝐨𝐮𝐫𝐥𝐲 𝐫𝐚𝐭𝐞𝐬 based on your profession and level of experience - the 𝐭𝐨𝐩 30 𝐟𝐫𝐞𝐞𝐥𝐚𝐧𝐜𝐢𝐧𝐠 𝐩𝐥𝐚𝐭𝐟𝐨𝐫𝐦𝐬 and the 𝐭𝐨𝐩 8 𝐫𝐞𝐜𝐫𝐮𝐢𝐭𝐢𝐧𝐠 𝐚𝐠𝐞𝐧𝐜𝐢𝐞𝐬 specialised for freelancers and contractors - what 𝐩𝐫𝐚𝐜𝐭𝐢𝐜𝐚𝐥 𝐦𝐨𝐯𝐞𝐬 you need to hone your online presence Following your feedback, I've integrated this with: - 𝐟𝐫𝐞𝐞𝐥𝐚𝐧𝐜𝐞 2024 𝐥𝐚𝐧𝐝𝐬𝐜𝐚𝐩𝐞 (mistakes, lessons learnt, best practices) - 𝐝𝐞𝐞𝐩 𝐝𝐢𝐯𝐞 𝐨𝐧 𝐛𝐮𝐬𝐢𝐧𝐞𝐬𝐬 𝐜𝐨𝐧𝐬𝐮𝐥𝐭𝐚𝐧𝐭𝐬 - 𝐦𝐲 𝐭𝐞𝐜𝐡𝐧𝐨𝐥𝐨𝐠𝐲 𝐬𝐭𝐚𝐜𝐤 : what software ease my work on a daily basis If you are interested in the course, sign up to the waiting list here: https://buff.ly/3UTiRya DM me why you want to start your freelance journey and the best story will receive "1 scholarship" (the chance to take the course for free!)

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Struggling to achieve the desired results with generative AI? Navigating AI in internal communications doesn't have to be that way! Master the art of AI-powered communication thanks to Sociabble's guide: "50+ Prompts to Address Key Internal Communication Challenges for 2024". In this ebook, you'll find 50+ ready-to-use prompts to: 👉 Embrace artificial intelligence 👉 Craft hyper-personalized employee communication 👉 Adopt video-first communication 👉 Deploy mobile-first communication 👉 Prioritize human-centered communication 🔗 Full version here ➡️ https://lnkd.in/eBESZZie #EmployeeCommunication #AI

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It's that time of the year again where HubSpot invests in refreshing our trends reports - this time it's Social Media (particularly relevant to us SEO folx who are seeing a bunch of turbulence in search results in this March Update that is still not complete).... HubSpot’s 2024 Social Media Trends Report is your roadmap to understanding the top trends shaping social engagement, brand loyalty, and sales strategies this year. Enhance your social media strategy and gain insights from HubSpot, Mention, and a top-tier panel of experts, including Chi Thukral, Chris Savage, Jon Youshaei, Ross Simmonds, and Scott D. Clary. https://hubs.la/Q02sKhNt0

Should you try to personalize your content? Is it even possible? Much of the content advice you’ll read says yes (while acknowledging how hard it is to do). But I’ve seen some articles that say that it’s, basically, just impossible for all but the largest of organizations. One article said that real personalization is impossible because it assumes you have perfect data on every customer. The second “fatal flaw” (as they called it) is that personalization doesn’t work even if you have perfect data on everyone. The authors point to “universal experiences” as the reason behind the success of the best movies and television shows. Thus, they argue, “marketers would be much better off investing in ‘performance branding’; in other words, one-size-fits-most creative that speaks to the common category needs of all potential buyers.” I think the challenges they outline are real, but to me there is value to be had for the effort required. It just comes down to what we think of as “personalized”. The best content experiences aren’t conspicuously personalized. Instead, they’re just personal, relevant, and welcome. They are experiences that feel like they are just for you, without overtly telling you they are. Too often, where I see our clients struggling with personalization is that it feels like their trying to win a game of Mad Libs, where their simply inserting more and more data they have into the content to try and demonstrate to the consumer that “I know you”. But they don’t. So – next week I’m traveling to ContentCon - Contentstack’s conference and am going to talk a little more about personalization and how our clients are starting to make actual personalization more pragmatic. I know they have a take on this as well – and I’ll be there to learn as well. Check it out... The physical conference is sold out they tell me - but you can still get it virtually. #PersonalizationIsBroken

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👇 Couldn't agree more with this. It seems that there is an ever-increasing amount of content "sludge" at the moment, driven by a "bang it into ChatGPT" mentality. At the end of the day quality rules over quantity. Strategic, well thought out and relevant pieces of content will always win out, giving the customer value that pushes them through the journey. I've yet to see this from an AI-first approach. I'm not some lyddite who thinks AI doesn't have a place in content marketing. As Danny Asling points out, smart content marketers know how to leverage it in the right way. (hint-they don't use five AI prompts that generate a five-paragraph, American English word salad)

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The modern tech-worker urge to fixate on lay-offs and how it has personally impacted them. Okay, so we're all tired, we're all discouraged and frustrated. I see the posts. I'm aware of changing times and a changing industry. It is incredibly tempting and easy to write about at great, indulgent lengths, but I won't. Let me just reiterate what I offer instead. I know Advertising. I know Social. I know how to write. I know how to write for people my age, and people like my parents, and their parents, too. And they only speak Spanish. I know ad concepts and how to sell them. If I know how to sell an idea, it means I can sell just about anything. I care about using tech for good and for social impact, in the least naive way possible. Friday at 10a, you're thinking about your weekend. Friday at 10a, I'm reminding you that a lot of us: she, he, and I, are all still looking and we are ready. I'm reminding you to think again before you entertain a 3-round interview just to go with your internal referral, you silly goose! And I'm reminding you to check out my portfolio. Happy Friday. https://lnkd.in/eAmcnSiP 

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Hot take: You CAN'T build brand evangelists or a long-term successful content strategy on the hype cycle alone. It's painfully transparent to customers when content suffers from "shiny object syndrome". Think about how everyone became a generative AI expert last year. You can't growth hack your way to expertise. Yes, think about impact and virality, but make sure the long-term OUTCOME is what you want to achieve. Otherwise, short-term results look good at board meetings, but ultimately don't show up on the balance sheet. I offer end to end content strategy and writing that works for now AND the next generation of content. Are you a creative marketing leader who wants to keep achieving their goals in a sustainable way? Message me.

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AI is the new buzzword for content, but who's actually using it and what does that mean for you? Find out by reading our benchmarking survey of B2B tech content. Click on the link in the comments to download your copy.

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It's time for me to launch into a new adventure in my career! If you're looking to hire a content strategist or CM manager in B2B, we should talk! (It's not easy to talk about myself but here we go) ✔ I'm a solid (damn good, actually) content writer and marketer. ✔ I've written 1000s of posts. I've had great responses from some editors saying that my work is amongst their top articles driving the most traffic. ✔I've strategized and built my personal blog to 50K per month in traffic and a total 500K in impressions (pre-HCU with a tiny 2-person team). ✔I've had several pieces of content rank in the top 3 for organic results including 2 featured snippets. ✔ I'm competent with using the best SEO tools to create strategies based on the buyer's journey and pillar topics. ✔ I've trained and hired freelancers - building them up from newbs to competent writers. ✔ I've created affiliate sales via videos and blog posts. ✔And on and on. What else can I add? I've been working with international teams forever and dream of heading a content team in a solid business to reach its goals. Send me a DM or give this post a boost to help me take on the next level of my career! #hireme #content #seo #marketing #opentowork #jobsearch

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Mailchimp's epic #FromHereToThere marketing conference is back 🚀 [ad] ...The speaker line-up is unreal! 🔥👇 Mailchimp’s 'FROM: HERE, TO: THERE' conference was sooo good the last time I attended. The event will feature keynotes from some of the world’s smartest marketing minds, who will reveal the latest marketing tech, tactics, and big trends shaping our industry. They’ll be exploring fascinating marketing, AI, and e-commerce insights across the day in immersive panels, talks, and Q&A sessions. ✨ What to expect ✨ - Keynotes from Steven Bartlett, Mo Gawdat, Rory Sutherland, & more! - A peek into the future with Ameca, the cutting-edge AI humanoid. - Deep dives into AI, e-commerce strategy, and the latest marketing trends. - One-on-one sessions with Mailchimp pros for personalized marketing insights I can’t wait for Mo Gawdat's 'Digital Dopamine Equation' keynote – How AI boosts happiness AND marketing… Mo’s keynote will explain how to become a stronger, happier human, and a more proficient marketer. He will be doing a deep-dive on how AI improves work-life balance, stress management, and more. So… If you're serious about levelling up your marketing game, I highly recommend you get yourself to this event. 🔥 ✨ Key info ✨ - When: Thursday, 13 June 2024 📅 - What time: 9am - 7pm GMT 🕘 - Where: Magazine, London. 📍 ✨ Explore the future of marketing & reserve your spot ✨ https://lnkd.in/enUGF244 -- Intuit Mailchimp #mailchimp #ad

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It's hard to believe it is almost May (and Q2 has started). Time flies, right? Wherever I have worked, Q2 has often been a time to take stock of progress towards goals, try something new out, or forward plan for the months ahead. Content leaders will be busy looking at performance dashboard metrics to analyze trends and patterns, and may even decide to lean in on a different channel or format. They'll be seeking buy in from leadership, balancing budgets and worrying about whether their team can get what they need career-wise. This could be going to a conference, shadowing a more senior team member, or owning a particular initiative. Activities in Q2 tend to look back (looking at past trends, and performance) and then forward (future outcomes). From a content operations perspective it is critical to evaluate end to end where the opportunities and challenges lie. Often times this may not be possible internally due to time, politics and will - which is where you need someone with an external perspective to provide recommendations and produce a content operations framework that stakeholders will buy into. #contentoperations

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