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Apr 08, 2019 ( by means of COMTEX) -- factor Roberts, WA and Delta, BC - April 8, 2019 ( Newswire), a leader in crypto and blockchain investing news, in partnership with healthy Pay, Inc.'s (subsidiary of NXT-id (NASDAQ: NXTD) crypto price tech, Flip and the Genesis trade and wallet App bring you modern day edition of the Crypto nook podcast and commentary on what's riding the cryptocurrency market.

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The crypto market has stayed relatively amazing considering the fact that they left off on Friday, starting to be from a $169 billion complete market cap to just beneath $181 billion at press time, in keeping with CoinMarketCap. The market matched ultimate Wednesday's height total market cap on Sunday, in short hitting $185 billion, the optimum market cap considering that November 2018. presently Bitcoin (BTC) is buying and selling for $5200, having gotten as excessive as $5300 all the way through the Sunday market peak. Following are Ether (ETH), with a trading rate of $178, XRP at $0.35, Bitcoin money (BCH) at $305 and Litecoin (LTC) at $88.

deepest financial institution Kleinwort Hambros has issued a blockchain trade-traded word (ETN), based on a record from FinExtra this morning. in keeping with the piece, the ETN portfolio of stocks will include an array of 20 businesses spanning the tech, shipping, oil and fuel, custody banking and industrial sectors. The blockchain ETN is purchasable for a minimal funding of EUR1000 EUR. John Birdwood, portfolio supervisor at Kleinwort Hambros, referred to:

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IBM (NYSE:IBM) has patented a new technology that analyzes facts and interactions for self-riding vehicles (SDVs) the usage of blockchain know-how. An excerpt from the patent description outlines how blockchain is leveraged:

The open blockchain network (corresponding to IBM's hyper-ledger) could be used to maintain the MIH [Mobility Information Hub] which incorporates riding history of drivers within a distance of the existing SDV. The SDV can be one of the nodes within the open blockchain network to take part on transaction validation (for example, importing records). Their invention may additionally put into effect advanced analytics/studying models (for instance, driver habits models) on properly of the open blockchain. hence, the device best enables licensed entities (SDV, a driver, traffic control node, etc.) to access facts and models. The SDV may fetch the expected habits of the nearby drivers in precise-time by way of a blockchain client application through passing the nearby driver(s) identification (as an example, a license plate number).

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LAS VEGAS--(business WIRE)--Pelco™ with the aid of Schneider electric powered, a global leader in surveillance and safety, today introduced a know-how alliance with IBM, the international technology company and chief within the box of artificial Intelligence (AI), to create “Pelco Analytics Powered through IBM.” The collaboration seamlessly integrates IBM’s deep getting to know analytics into Pelco’s video administration gadget (VMS), leveraging information from video photos to at once identify and respond to potential risks or alternatives. The analytics can quickly analyze huge volumes of archived video to determine individuals and objects of activity, dramatically decreasing the time essential for video forensic analyses. in addition, the solution identifies patterns of movement and behavior that assist cities and organisations mitigate possibility and reduce operational prices through enhanced methods and more advantageous policy enforcement.

these days, video surveillance cameras create greater than 850 petabytes of records per day*, making it prohibitively high priced, if now not not possible, for surveillance professionals to monitor and analyze all the captured footage. additionally, handiest three % of video cameras have any clever capabilities. without better analytics and automatic methods, those that rely on video surveillance are only getting a small fraction of the cost. The alliance between Pelco and IBM will allow a brand new stage of customization through end-to-end, code-degree integration that includes hardware, VMS and analytics capabilities in one in fact seamless answer.

“we will bring new solutions powered by IBM’s intelligent video analytics (IVA) for cities, airports and colleges making use of automatic zone monitoring, facial detection and object focus to alert authorized events of instances requiring action,” observed Robert Beliles, Chief advertising Officer of Pelco by means of Schneider electric powered.

Pelco’s video management system consumer interface for analytics should be optimized, based mostly upon the answer, to deliver a advanced person journey. the new efficiencies offered through Pelco’s VideoXpert VMS and Pelco Analytics Powered with the aid of IBM will permit cities and different gigantic industrial and public organizations to manipulate video from hundreds of cameras, analyze patterns of stream and behavior, and make alterations to strategies and policies that may assist mitigate or eliminate competencies complications.

“Our strategic alliance with IBM builds on Pelco’s mission to leverage the entire power of video to make certain video footage receives suitable evaluation, consideration, and motion,” observed Jean-Marc Theolier, CEO of Pelco by way of Schneider electric. “by completely integrating and leveraging IBM’s skills in deep studying and robust algorithms, they are able to create extra effective and safer enterprise, college and metropolis environments, with the choicest aim of making the realm a better location to work, reside and learn.”

“This collaboration combines both IBM’s and Pelco’s advantage and event in verticals and organizations to drive most advantageous practices and creative, new options,” pointed out Mark Gildersleeve, Head of company options for Watson content material and IoT Platform, IBM. “together, they intention to aid cities and organizations make smarter, safer choices.”

For more suggestions about how Pelco with the aid of Schneider electric powered is meeting nowadays’s protection and surveillance challenges discuss with or comply with Pelco on Twitter (@PelcoVideo). For more tips on IBM’s intelligent Video Analytics, visit

About Pelco by Schneider electric powered

Pelco™ with the aid of Schneider electric powered is a world leader in skilled video surveillance and security device products and applied sciences with a local presence in 136 nations and over 1,500 channel partners international. Their own engagement with purchasers, resellers and technology companions drives the building and deployment of surveillance and security solutions with meaningful innovation. It’s the foundation that Pelco has constructed its company upon for over 25 years.

*source: Markets & Markets Video Analytics Market – world Forecast to 2022

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IBM is offloading its marketing and commerce technology portfolio to private equity in order to spin off the offering into a new commercial entity. But several analysts are questioning whether the decision will provide the focus needed to succeed in the rapidly evolving martech landscape.

Big Blue announced the significant news last week, confirming a definitive agreement with Centerbridge partners to acquire IBM’s marketing platform and commerce software offerings, along with the leadership team and employees. Once the deal closes, the technology platforms and employee base will be transformed into a new entity with a fresh identity.

The purchase encompasses the Watson marketing portfolio and full suite of marketing automation and analytics tools, as well as the Silverpop marketing automation platform, which IBM acquired in 2014. The full list includes campaign automation, marketing assistant, media optimizer, customer experience analytics, content hub, real-time personalisation, personalised search, the data platform, Universal Behaviour Exchange, intelligent bidder, price and promotion optimisation and payments gateway.

As part of the deal, several key IBM executives will join the new business, including current VP of offering management and strategy for IBM Marketing Platform, Mark Simpson, who becomes CEO. Simpson was previously CEO of customer optimisation platform, Maxymiser.

In a blog post, IBM general manager, Inhi C. Suh, said the move was taken so IBM can better focus on its supply chain innovations, including blockchain, artificial intelligence (AI) and Internet of Things. It’s also arguably about giving the marketing the scope outside of IBM to opportunity to gain more focus rather than be lost in the mix.

Financial terms were not disclosed.

The move comes four months after IBM offloaded several on-premise and adhoc marketing and commerce offerings to HCL in a deal worth US$1.8 billion. That sale included its on-premise marketing automation platform, Unica, email apps platforms, Notes and Dominos, workstream collaboration tool, Connections, digital experience offering, Portal, ecommerce suite, Commerce, application dev suite, Appscan, and secure device management software, BigFix.

In her blog post, Suh said IBM had looked to offload its marketing solutions to organisations that could focus more specifically on them.

“Our clients derive great value from their marketing and commerce offerings. Therefore, they have decided it is time to entrust these solutions and capabilities to a new entity that can continue to infuse them with investment to propel further innovation,” Suh stated.

“After numerous and lengthy conversations and serious consideration and consultation, they were convinced Centerbridge shared their vision for the future of these offerings – including the importance of harnessing the expertise of their team by retaining the leaders and people who currently make these products so powerful.”

Like its agreement with HCL, IBM said it will continue to partner with Centerbridge on cloud and AI.

“Both of these divestiture decisions were made with their clients’ businesses at the core of the discussions,” Suh added. “Each set of offerings was matched with the future owners based on their strengths and the offering’s potential to succeed and flourish through their oversight and backing.

“IBM plans to work with Centerbridge on cloud and AI to help their customers continue to transform in this new era of technology, and they hope to find additional ways to continue collaborating for the longer term.”

Simpson said he was excited about the next chapter, saying it will enable the team to build on significant steps taken over the last few years to modernise the portfolio.

“Once closed, this transaction will help us accelerate their efforts to empower their clients to make smarter, more timely decisions in their marketing and advertising initiatives. They look forward to working with Centerbridge’s world-class team to ensure a smooth transition and position the business to drive the next generation of marketing clouds,” he said.

Not everyone is convinced, however. Commenting on the sale, founder of analyst firm Real Story Group, Tony Byrne, said the writing was on the wall after IBM offloaded most of its digital workplace portfolio last December.

“It appears Big Blue is exiting business software entirely, in favour of developer and infrastructure tooling,” he told CMO.

With a few exceptions, the stack acquired by Centerbridge were more legacy than fresh, Byrne continued. “I believe the new owners bought the portfolio for its maintenance revenue streams rather than the innovation potential, and - although there’s no rush now - current IBM licensees would do well to review their long-term options,” he advised. 

Winning the martech race

IDC martech analyst, Gerry Murray, saw the biggest challenge facing the new-look IBM offering as the rapidly transformed marketplace.  

“We’re in a very different market than they were five years ago due to the expansive affect customer experience has had on marketing,” he told CMO. “The big challenges are getting out of IBM with limited loss of customers, leadership, staff and partners - and then getting the branding, product integration and AI to all come together in a unique way. Otherwise it will be tough to be a new ‘marketing only’ vendor as the biggest competitors all move the market to CX.  

“The latter favours vendors that can leverage solutions across multiple customer-facing functions. Even if everything goes right for the spin off, it’s questionable whether there’s another Marketo scale exit out there for a pure martech player.”  

Byrne also wasn’t convinced the move would help what’s been IBM’s martech stack play better compete with the other dominant enterprise marketing technology vendors, Adobe, Salesforce and Oracle. “Rather, I think it exposes some of the weaknesses around the martech portfolios, particularly with respect to poor integration; developer-intensivity and [related] cost-intensivity; some legacy tech; and overselling the promise of AI and machine learning,” he speculated.  

“Pity the martech stack owner who tried to align around a single vendor with IBM, because this totally upends her life. The savvy enterprise hedges its bets.”

Forrester analyst, Rusty Warner, said the sell-off provided further evidence of the huge commitment required to deliver martech innovation.

"It’s difficult to acquire martech components and assemble a viable enterprise marketing software suite (EMSS) portfolio that operates somewhat removed from your core business, especially when competitors like Adobe, Oracle, and Salesforce are more focused on such applications," he commented.

IBM's not the first to try the private equity sale as a means to achieving this either. Teradata's decision to sell-off its martech suite in 2016 to Marlin Equity partners saw two standalone businesses created: Aprimo and Mapp Digital. Last November, Experian also made a similar divestiture. Coupled with Adobe's purchase of Marketo and you could argue the number of players has shrunk, Warner said.

"There has been a dearth of new entrants in the enterprise marketing software suite (EMSS) space. For several years now, it has been the domain of Adobe, IBM, Oracle, and Salesforce, with a few fringe players like SAP and SAS," he continued.

"There is an opportunity for Centerbridge Partners to create a competitive alternative to Adobe, Oracle, and Salesforce. They had thought others like Vector Capital or Vista Equity might attempt to do that with core assets acquired from Experian and Marketo, respectively, but it did not materialise."

What's also clear is the number of capabilities required to position a modern martech stack. Adobe, IBM, Oracle, and Salesforce have all acquired marketing, advertising, and commerce capabilities, plus Oracle and Salesforce also offer sales and service (CRM) solutions, Warner noted. Another key is the data and analytics foundation.

"All are focused on more holistic customer experience (CX) solutions, versus point solutions for marketing or other business functions. Centerbridge will need to quickly reconcile its investment in IBM’s products with its current holdings and other potential investments to address evolving CX marketplace requirements," he said. 

Founder of Raab & Associates, David Raab, took the news as a sign IBM wasn’t gaining any traction with its marketing systems and has different priorities than investing in them. The reputation of the products varied, he said, noting that while ecommerce was considered solid, the marketing systems based on Silverpop were not well liked. 

Given Centerpiece has not been an active buyer in marketing technology, Raab expected an effort to invest then sell down the track.

“In some ways, the sale of the old Unica to HCL last December was more interesting, as Unica was deeply embedded in many big enterprises and you would have thought IBM wanted to keep those relationships,” he added. “But once IBM decided to sell that, then the sale of the SaaS products follows pretty naturally.”

For his part, Centerbridge senior MD, Jared Hendricks, said IBM’s leadership in AI-powered marketing solutions was key in growing in the ever-evolving martech industry.

“We are deeply committed to advancing these compelling products through continued investment and intend to accelerate existing product roadmaps and introduce new categories,” he said.

“Following close, they look forward to working with existing business partners and the company’s highly talented team, including Mark Simpson, whose industry experience and significant domain expertise make him the perfect fit to lead this business during its next phase of growth." 

Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, join us on Facebook:, or check us out on 

IBM Unloads Rest Of ‘No Longer Core’ Marketing Software Business | real questions and Pass4sure dumps

IBM agreed Thursday to shed the remainder of its marketing automation software business in a deal with a New York City-based private equity firm that will yield a new company focused on marketing and commerce solutions.

Centerbridge Partners will direct funds advised by its affiliates to buy IBM Marketing Platform and other Big Blue commerce products for an undisclosed sum.

Once the deal concludes later this year, Centerbridge will spin off a still-unnamed company focused on technologies that automate the work of marketing and advertising executives, with Mark Simpson, who currently helms the IBM division, serving as CEO.

[Related: IBM CEO Rometty's 5 Lessons For Scaling AI]

In a prepared statement, Centerbridge Senior Managing Director Jared Hendricks said the new entity will "look forward to working" with IBM's current business partners.

In December, Armonk, N.Y.-based Big Blue sold IBM WebSphere Commerce, its flagship e-commerce platform, along with other automated marketing and security solutions under its tent to India-based HCL Technologies for $1.8 billion.

The sales are in line with IBM's strategy of focusing on emerging, high-value segments of the IT market like artificial intelligence, blockchain and cloud.

"The marketing and commerce assets are no longer core to this integrated model and are increasingly sold as stand-alone products," Ed Barbini, vice president of IBM corporate communications, told CRN.

The new company will be well-positioned to advance those stand-alone products in the market, Barbini said.

Simpson, who will lead that venture, founded Maxymiser, a developer of cloud-based marketing software that Oracle acquired in 2015. He worked a year at Oracle before joining IBM as a vice president in the Watson Commerce and Marketing group. Other IBM executives will join Simpson in a New York City office.

The new company will sell marketing automation tools, customer experience analytics, personalized search and an AI-powered content management system. It will continue to invest in developing artificial intelligence capabilities and privacy-protection tools, Centerbridge said.

"IBM plans to work with Centerbridge on cloud and AI to help their customers continue to transform in this new era of technology, and they hope to find additional ways to continue collaborating for the longer term," Inhi Cho Suh, an IBM General Manager, said in a prepared statement.

Last December's deal with India-based HCL included IBM Unica, cloud-based enterprise marketing automation software; IBM WebSphere Commerce, an omni-channel commerce platform for B2C and B2B organizations; and IBM WebSphere Portal, a platform for developing enterprise web portals to help businesses deliver highly personalized social experience to clients.

IBM stock was down slightly in after-hours trading Thursday, trading at $142.56.

7 compelling content marketing case studies from JetBlue, IBM, Adobe and more | real questions and Pass4sure dumps

Let’s be honest: Content marketing is hard. Between the strategizing, analysis, content production, dissemination, endless audits, reviews and tweaks, good content marketing is, as they say, an all-hands-on-deck affair. You need to coordinate different departments and stakeholders and meticulously form a plan of attack that hits the right audience at the right time with the right message.

Even when you seemingly do everything right, things can go wrong. It’s times like those where they may be tempted to throw their hands in the air and say “Enough!” In those moments of despair, it’s helpful to revisit some past success stories to feed their inspiration.

The following content marketing case studies aren’t just proof that the right approach will pay off, they provide ample fodder for your next marketing campaign. Want to learn from the biggest name brands around? Thought so. Then take a look at these marketing examples and what they can teach you about crafting a better strategy and executing on it.

1. Coca-Cola goes viral

Even household names like Coca-Cola rely on content marketing to support their brand and boost customer engagement. With soda sales steadily declining over the past decade-plus, the iconic soft drink manufacturer has fully embraced digital channel outreach to help turn the tide back in its favor.

Coca-Cola’s content marketing strategy has its roots in the brand’s “Content 2020” campaign, which dates all the way back to 2012. That initial foray into the world of content marketing pushed brand stakeholders to move away from relying on typical 30-second TV advertisements, ubiquitous signage and the odd blockbuster Super Bowl spot to capture an audience.

The idea was simple: Create compelling content to help build a digital presence and engage consumers on a wider variety of channels. How the brand went about achieving that goal was a little more complex.

It created a network of guest bloggers to contribute to its site, cultivating young, exciting talent to help reach new audiences. The brand launched unique promotions and giveaways on different platforms, including a dedicated mobile app. It really took advantage of just about every conceivable form of media at its disposal. In one of its riskier moves, Coca-Cola distributed video camera-equipped bottle openers in Pakistan and India to encourage customers to upload their recordings on social media and highlight the shared experiences that people on both sides of the countries’ decades-long conflict enjoyed.

The idea was simple: Create compelling content to help build a digital presence and engage consumers on a wider variety of channels.

Perhaps the most visible strategy Coca-Cola has embarked on has been its “Share a Coke” campaign, which initially launched in Australia in 2011. The brand took the concept of personalization to its natural endpoint, designing special bottle labels featuring one of the 150 most popular names in Oz at the time. The campaign encouraged customers to give the monickered bottles to friends and family as gifts, track down products featuring their own names and share pictures and videos on social media networks. Coca-Cola even incorporated those customer experiences back into its marketing and advertising.

“Share a Coke” was a massive success Down Under, going viral and helping the company move 250 million bottles and cans during its first summer. That’s roughly 10 units per Australian resident, for those keeping score at home.

Coca-Cola subsequently rolled out the campaign to other markets with similar results. The “Share a Coke” project has often been credited with helping the brand reverse its declining sales figures.

The takeaway

In short, the brand left no stone unturned. It wasn’t afraid to roll the dice on out-of-the-box ideas while still supporting a solid digital marketing strategy. And while they all don’t have the resources that “big pop” has to invest in such wildly ambitious projects, they can still learn from that willingness to experiment, commit to a strategy and see it through to the end.

That can include incorporating new forms of media into your inbound marketing strategy. Mobile apps, podcasts, quizzes, interactive infographics – it’s all on the table. Don’t be afraid to try something new with your target audience. It could just be the best thing to ever happen to your digital marketing strategy.

2. JetBlue leans into passenger concerns

The airline industry has had its fair share of PR nightmares over the last few years, from aggressive removal tactics to lost pets to extensive delays. Combine that with shrinking seats, disappearing perks and nickel-and-dime pricing plans, and you have a field that struggles mightily to convey the right message to its customers.

Under those conditions, you would think a premier, luxury airline would be in the best position to showcase its brand as standing above the fray and one that truly understands its customers. You would think that, but you would be wrong.

Low-cost airline JetBlue may just be the industry leader when it comes to content marketing, consistently pumping out thoughtful, engaging and compelling content that speaks directly to its brand values.

Whereas competitors are busy doing the same ol’ advertising campaigns, JetBlue’s content marketing strategies focus on the human experience, treating their audience like actual people.

Imagine that?

Whereas competitors are busy doing the same ol’ advertising campaigns, JetBlue’s content marketing strategies focus on the human experience, treating their audience like actual people.

In particular, the airline has constructed several campaigns that address some of the most common in-flight issues that can derail the passenger experience. It has an entire series of videos tackling flight etiquette, urging passengers not to bring stinky food with them on the plane and giving window seaters the best strategy to move past their sleeping co-passengers when nature calls.

JetBlue has even waded into the touchy subject of flying with infants, launching a campaign that awarded passengers rewards program points every time a baby cried on one of their flights. At every turn the airline’s digital marketing strategy has focused on not only showing customers that JetBlue cares about their experience, but also using that content as a means to actually improve it.

The takeaway

Every industry and market niche has its own pain points and sources of irritation for customers. As JetBlue has shown, sometimes it’s better to lean into those issues and address them head on rather than try to downplay them or ignore them altogether. Acknowledging your customers’ concerns and demonstrating your commitment to solving those problems can go a long way. It makes for good content too.

3. IBM builds its network of social influencers

IBM may be one of the oldest tech companies around, what with it being virtually synonymous with the gargantuan mainframe computers of days gone by. Yet that doesn’t mean the brand can’t flex its social media muscles with the best of them.

The company’s content marketing strategies have been remarkably robust over the years, posting instructional how-to videos on YouTube and aggregating the brand’s entire digital output, including blog posts, videos, graphics and social media posts, into a single live feed.

But that’s nothing compared with IBM’s work developing a network of social influencers to help build brand awareness with an audience that may view the company as a relic of the past. For several years now, IBM has cultivated working relationships with influential industry writers and well-respected commentators across the entire IT landscape.

IBM’s business model stretches into different sectors – each of which have their own specific IT-related concerns and issues – so the company’s stable of influencers includes writers and thought leaders who have their own areas of expertise from which to really speak intelligently and authentically about those problems.

With all of these knowledgeable, respected and trusted IT professionals crafting guest blog posts for IBM, the brand can showcase a high level of authority across a massive range of tech topics – and it all rings true with readers because it’s coming directly from the industry’s foremost thinkers.

The takeaway

IBM doesn’t just go out and find the biggest name around. It strategically picks different influencers for various demographics and personas within its customer base. Successful influencer marketing strategies depend on matching the brand with the mouthpiece and the audience. Getting your name in front of a large number of social media users doesn’t mean much when the message lacks authenticity and the support of your influencer. Choose your partners wisely.

There’s also something to be said for IBM’s willingness to embrace guest blogging. If you’re on the fence about having articles written by third parties appear on your company blog, consider some of the benefits that go hand in hand with a sound guest blog strategy:

  • Increased site traffic.
  • Exposure with new audience demographics.
  • Geater industry authority.
  • More referral traffic through external links.
  • Showcasing industry experts and deeply knowledgeable viewpoints on your blog is always a good move, even if those insights aren’t necessarily coming from your own employees.

    4. AARP goes beyond analytics

    Data drives every aspect of content marketing, but there are some instances where metrics, KPIs and analytics reports don’t tell the whole story. AARP, that bastion of cutting-edge thought leadership, combines a data-driven marketing strategy with its own novel approach to developing relevant, engrossing content: just asking readers what they want to see more of.

    The organization actively solicits feedback from its members through social media, email and even good old-fashioned letters (these are retirees, after all) to get a better idea of what they like and dislike with AARP content. Future issues and publications are crafted with those comments in mind, and content is continually tweaked and reworked to best meet reader expectations.

    More than half of AARP members say they have read three out of the last four publications they’ve received.

    That approach seems to be working: More than half of AARP members say they have read three out of the last four publications they’ve received. Imagine having that kind of return rate on your organic traffic.

    The takeaway

    Having cold, hard data to back up your marketing strategies and content production decisions is great – ideal, even. Every aspect of your inbound marketing strategy should be informed by data and analytics. If you’re doing something because of what you think you know rather than what you can prove with raw numbers – whether it’s creating specific forms of content, targeting a particular segment of your audience, covering different subject matters, or identifying goals – you could be heading down the wrong path.

    Don’t overlook the importance of speaking directly with your audience members every once in a while and picking their brains about your content. You can always look for correlations between organic traffic figures and topics or content types, but it’s also helpful to just straight-up ask returning visitors and existing customers what they found compelling about your digital content.

    These conversations occur pretty organically during the sales process, and can help guide your content marketing efforts to drive more traffic to your site and generate more qualified leads.

    5. John Deere updates brand content for the digital age

    Although content marketing is often considered a recent development borne out of a need to respond to the rise of search engines and evolving customer journeys, its roots actually extend much further back in time well before the digital age. Some even argue that Ben Franklin’s “Poor Richard’s Almanack” was the very first example of content marketing in action, since the founding father used the publication primarily as a means to promote his printing business.

    Along the way, there have been numerous major landmarks that led us to where they are today, none more so important than John Deere’s magazine, “The Furrow.” Since 1895, The Furrow has served as a source of agricultural news, insights and advice, earning itself a legion of dedicated readers. At the height of the magazine’s popularity in 1912, more than 4 million people subscribed to The Furrow.

    While the print edition still remains incredibly popular with readers, John Deere has updated the publication to appeal to digitally native consumers. The online version of “The Furrow” is as informative and engrossing as ever, featuring stories on cutting-edge agricultural innovations like robotics, vertical farming and the Internet of Things. The brand has effectively dragged the millennia-old practice of farming into the digital age – and it didn’t need to skimp on the quality of the content one bit to get there.

    The takeaway

    What’s old is new again. There are actually a few takeaways to glean from The Furrow’s continuing success over the years. First, the magazine wouldn’t have survived this long if it didn’t feature high-quality content. John Deere’s publication has deftly balanced informative and educational content that advises farmers how to manage their family-owned businesses with branded material that showcases John Deere’s authority in this space. For more than a century, readers have kept coming back because they find the publication valuable. Through that, the company has established itself as a trusted thought leader in its field – a source of information for the most important industry developments and purveyor of thoroughly tested farming best practices.

    Your content needs to be substantive and provide readers with insights, advice and takes that can’t be found anywhere else. Content has to mean something, otherwise it’s just noise.

    John Deere has effectively dragged the millennia-old practice of farming into the digital age – and it didn’t need to skimp on the quality of the content one bit to get there.

    The second lesson here is to always look for opportunities to update your content to reflect the latest trends, news and shifts in target audience demographics. John Deere probably could have continued pumping out physical copies of The Furrow filled exclusively with farming tips and machinery reviews with relative success, but instead chose to tie in high-tech and digital developments to round out the content. You never want to fall into complacency and regurgitate the same old content over and over again. Keep looking for ways to give your audience insights they won’t be able to find with other companies in your space.

    6. Charmin finds its own brand of toilet humor

    You can only hawk toilet paper for so long before you stop taking yourself seriously. That isn’t to say that Charmin doesn’t diligently protect and manage its brand. But over the years it hasn’t been afraid to add a twinge of humor to its messaging and outreach every now and then.

    Case in point: Charmin’s free SitOrSquat mobile app, which provides users on the go with a map of nearby bathrooms where they can … well, go. As anyone who’s experienced Chicago’s draconian public restroom policies can tell you, the app is extremely practical while also throwing a nodding wink toward Charmin customers. It even allows users to upload reviews of different spaces and rate the cleanliness of the facilities – hence the “SitOrSquat” title.

    The takeaway

    Far be it from us to suggest that every brand release their own restroom-location platform, but it’s worth taking note of Charmin’s willingness to poke fun at itself and inject its brand messaging with a healthy dose of humor.

    It’s OK to have fun every once in a while. Your audience will thank you for it.

    Need more convincing? Salesforce’s U.K. operation (cleverly called Salesforce UK) was lagging well behind its American counterpart in both organic traffic and lead generation before it completely revamped its digital marketing strategy to add in some fun, light-hearted content with all of the usual, grave CRM talk. Even those famously staid and priggish Brits ate it up, including a series of fun, breezy videos that educated and entertained in equal measure.

    It didn’t take long for Salesforce UK to see tangible results: Site traffic increased 80 percent and a single eBook resulted in roughly 10,000 downloads. We’ll hazard a guess and say the brand’s lead generation and conversion rates are looking pretty good right about now.

    Don’t be afraid to pepper in some irreverent – dare they say, even goofy – takes with the rest of your content. Yes, that means you too, B2B brands. Not every blog, infographic and video needs to be a deathly serious breakdown of some industry trend. It’s OK to have fun every once in a while. Your audience will thank you for it.

    7. Adobe gets B2B customers involved with user-generated content

    User-generated content has been a hallmark of B2C content marketing ever since Burberry launched its “Art of the Trench” campaign back in 2009. In many ways, it’s the perfect way to encourage customers to interact with your brand at a time when social media networks run rampant and every consumer has a smartphone capable of snapping a photo or recording a video at a moment’s notice.

    B2B brands have, for the most part, missed out on the user-generated content party, though. That business model just doesn’t naturally lend itself to this kind of content. Although, personally speaking, the world could use more videos of giddy data center managers breathlessly showing off their latest server racks, UPS equipment and cooling systems.

    If you’re struggling to see how user-generated content applies to your B2B organization, consider Adobe’s approach.

    The software company has a wide userbase, including both consumers and business users, but its UGC strategy manages to target both demographics simultaneously. Adobe encourages Photoshop, Illustrator and Lightroom users – among other Adobe software platforms – to share their creations on the brand’s Instagram page.

    Adobe’s B2B users can show off the great work they’ve done on recent advertising or marketing campaigns and the various materials they have created using Adobe products. It’s a chance for those customers to showcase their expertise and capabilities, thereby enabling them to build their own brand awareness and attract customers.

    Meanwhile, Adobe encourages customer engagement and interaction, further burnishing the relationship it has with its dedicated users. Not to mention, Adobe customers can be inspired by the work posted on its social media pages to explore new software features and push themselves to become expert Adobe users themselves. It’s a win-win.

    The takeaway

    Adobe’s example shows that there are valuable applications for user-generated content in the B2B space (consumer-focused companies really shouldn’t need that much encouragement or inspiration for incorporating UGC into their content marketing plans). You may have to get a little creative to come up with a setup that’s beneficial for everyone involved, but that will only differentiate your brand from everyone else.

    Of course, you could always go a more traditional route and encourage your clientele to submit UGC like testimonials. Whatever approach you take, don’t shy away from user-generated content. Social proof is an important element to any marketing strategy – content-based or otherwise – so be sure you’re actively working with your existing customers to showcase your product or service in the best light.

    Whenever you need a little content marketing inspiration, look at what the most successful brands in your space are doing and incorporate some of those same marketing strategies into your own campaigns. There’s no sense in reinventing the wheel when there are so many case studies and examples out there to fuel your marketing efforts.

    If you want to be the best, you first have to learn from the best.

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