This is the time of year when it’s customary to be Googling phrases like, How to Set Goals, Ways to Better Forecast, Budget Strategies for Dummies, and 10 Marketing Trends to Think About in 2018. I actually did Google the latter and was served up content from Ellevate Network and Ro Parry, via Huffington Post by that same name. Hello, SEO. You’re so charming. As I scanned the length of the post, I realized the trends mentioned directly correlate to the topics our speakers at One Squared 2018 are taking the stage on. That alignment is very exciting. Here’s where you can expect crossover between big 2018 marketing predictions and our One Squared keynote speakers.
#3 on the List: Growth Hacking
Per the HuffPost article, “As technology evolves to allow additional search options, you have to adjust your strategy to meet your audience where they are looking for you. Attracting leads with awesome content and exciting twists (such as a giveaway or a challenge) can help move the dial in converting these leads to sales.”
As the author of Growth Hacker Marketing: A Primer on the Future of PR, Marketing, and Advertising, he defines the topic as “Growth hackers were the secret weapons behind the launches of some of the biggest or hottest companies on the planet. Facebook, Twitter, Uber, Square, Airbnb, Dropbox. These brands came out of nowhere and acquired, collectively, billions of users. Growth hacking was the scientific and scalable marketing approach behind it.”
Ryan’s session at One Squared will further elaborate on this shift from traditional marketing. He’ll impart the growth hacker mindset and the new set of rules – critical information if you’re an aspiring marketer, entrepreneur, or Fortune 500 exec.
Does social media even count anymore if it doesn’t go viral, spanning millions of viewers? In this 2018 trends article I read, author Ro Parry said, “Marketing teams are doing everything they can to develop and procure viral-worthy content that leads to revenue. However, creating content that has potential to go viral is very challenging and needs to be authentic, funny, witty and relatable.”
Funny, witty, and relatable. That sounds like a dream … if everything I consumed on the Internet met all three of those requirements, I might not have another in-person conversation again. Mark Schaefer is another of our One Squared featured presenters, and he’ll address content in his keynote, The Content Code: the Future of Marketing. He’s written six best sellers and knows a thing or two about content’s ability to go viral, authenticity, and the fast rise of information. In his Content Code book, Mark says, “You can trick people into clicking a link, but you can’t trick them into sharing your post. There’s no SEO shortcut. You have to do the work.”
And that work must be funny, witty, and relatable. It’s worth mentioning that #6 on the 10 Marketing Trends to Think About in 2018 list is Chat Bots, and Mark has something to say about that topic, too. Be sure to read his blog post called How I Will Remain Relevant When the Bots Come for Me – it’s lighthearted but a very well written, intentional piece.
My fire is fueled by the relationships I make, build, and cherish. I love hearing people’s stories, what makes them who they are, and where I fit into their lives. As the Creative Content Lead at Leighton Interactive, I'm a storyteller. I’m lucky that I can use my natural ability to help people find their voices, tell their stories, and reach their goals so their businesses can get results. Outside the office I get excited to find sunshine, consume iced coffee, work out, or add unique pieces of jewelry to my ever-growing collection. I also tell stories on behalf of my local AAF chapter, and serve as the Board's President.