In 2016, marketing was the discipline to watch. With the launch of some of the most innovative and entertaining campaigns we’ve seen, marketers continue to be one of the most creative, lively, and intellectually curious groups out there. In this post, we’ve collected the Percolate headlines most loved by marketers this year. As you’ll see, our readers truly showed the diversity of their interests — from productivity tips to UGC best practices. We’re excited to see how these trends develop in 2017.

1. Why Content Creation Will Make or Break Brands in 2016

There’s no doubt that producing great content is getting harder. Marketers are facing a myriad of internal and external challenges, from shifting consumer behavior to narrowing budgets. At the same time, the cost of content production is rising, meaning a greater and greater percentage of a marketer’s budget is devoted to content creation, rather than distribution. In this post, we show why you should focus on your content creation process to succeed in 2016 and beyond.

2. The Five Ways I Spend My Time as a Product Manager

Ever wonder what a product manager’s day-to-day looks like? Percolate’s Director of Product Management, Nate Stewart, tracked over 600 hours of his time to give our readers an inside look at the life of an executive on the product side of a tech company. Nate breaks down his workflow into five primary categories and explains how he divides his time and drives efficiencies across his team.

3. TV is Not Dead, and Here’s Why

Today, one in four US households do not pay for a cable TV subscription. This is why many people – marketers included – believe TV is a dying medium. Inspired by the research of psychologist Daniel Kahneman, we break down why TV is still an incredibly important channel for marketers and advertisers. We connect this to the continued importance of mass marketing, brand distinctiveness, and controlling non-working spend.

4. The 12 Marketing Events in 2016 that Will Define Our Industry’s Future

Attending industry conferences and events is important for advancing your skills as a marketer and staying ahead of pressing industry trends. Using a structured set of criteria to evaluate each event, our Director of Integrated Marketing, Chris Bolman, did a rundown of the most valuable events for marketers to attend in 2016.

5. The Brand Management MegaPost

Brand management is a complex topic, as every marketer has a slightly different way of approaching and conceptualizing it. In this post, we aggregate research and best practices from a variety of sources to help your marketing team create — or optimize —  a brand management strategy.

6. Six Ways to Transform Your Brand With Storytelling

Much of marketing is about telling stories. But how do you most effectively communicate your brand’s stories to your audience? Inspired by the work of James Buckhouse, Head of Content at Sequoia Capital, we provide six actionable tips to make your marketing more impactful.

7. 3 Brands That Are Getting User-Generated Content Right

User-generated content (UGC) can be a marketer’s sweetest dream or worst nightmare. It’s authentic, inexpensive, and engaging, but can also come with a minefield of logistical and legal issues. In this blog post, we highlight three brands that are unlocking the potential of UGC to spread their brand’s message and increase their reach.

8. Five Things the Best Marketing Campaigns Have in Common

As marketers, we’re familiar with the feeling of “campaign envy.” Those campaigns that are so iconic and memorable you can’t help but wonder “Why didn’t I think of that?” But what do these campaigns have in common, and how can we use these common threads to market our own brands more effectively? In this post — where we also announce the launch of our first campaign story collection, Made With Percolate — we break down the five attributes common to the most impactful campaigns and give examples of brands that successfully put them into practice.

9. Airbnb Data Scientists May Have Saved Marketing

Technology has democratized decision-making in many organizations. However, oftentimes, access to data to inform decisions has not kept up. Airbnb’s data science team set out to fix this within their own organization and structured a new knowledge management framework around five goals. In this post, we show how these goals can help marketers enable data-driven decision making and information sharing across their team.

10. Three Analytics Traps (and How to Avoid Them)

Today, senior marketers are expected to have the analytical skills to understand and react to data-driven feedback. In this post, we provide three hacks to help you avoid common analytics pitfalls, stay ahead of evolving skillsets, and more effectively use analytics to inform your creative decisions.

 

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