MackCollier.com

by

Monday’s Marketing Minute: Pinterest’s Growth, B2Bs Leveraging Content Marketing

Happy Monday, y’all! Here’s a few marketing stories that caught my eye over the last week.

Social media may be taking it on the chin right now, but Pinterest is an exception. The site is benefiting from people spending more time at home, and I have to admit, I’ve spent more time on Pinterest in the last 5 months than I did the previous 5 years. The challenge ahead for Pinterest is how they can continue to give sellers opportunities to sell through the site, while not compromising the user experience. In fact if done properly, Pinterest could actually add more sales opportunities for sellers and ENHANCE the user experience. We’ll see how well they navigate this.

 

KIND bars are making an interesting move to stand out from other health bars like Cliff. The company is trying to change customer behavior and have customers eat their bars before working out and not as a snack. To this end, they offered $100 to the first 1000 people that submitted a receipt for their products OR a competitor.  The $100 is to help with fitness expenses for customers. It will be interesting to see if KIND has a strategy in place to stay connected to those 1000 customers. This could be the start of a larger and long-term advocacy effort, and it will be interesting to see if KIND is thinking that far ahead.  I suspect they are, given the amount of money spent just on the giveaway.

Mixed results on how content marketing is working for B2B marketers, according to new research from CMI/On 24 and Marketing Profs. On the one hand, more marketers (75%) are reporting that content marketing has helped them generate leads this year versus last (70%). On the other hand, the percentage of marketers who generated sales/revenue through content marketing also dipped slightly (51% in 2020 vs. 53% in 2019). You can review the study here.

 

Thank you so much for reading, I greatly appreciate it, and will see you here tomorrow!

About Mack Collier

My name is Mack Collier and I am a digital marketing and content strategist located in Alabama. Since 2006 I've helped companies of all sizes from startups to global brands such as Adobe, Dell and Ingersoll-Rand, create customer-centric programs, content and experiences. A long-time internet geek, I've been online since 1988 and began using social networking sites in 1991 when I joined Prodigy. Today, I help companies understand how new technologies like web3, crypto and artificial intelligence can integrate with existing marketing strategies to lead to exceptional customer experiences.