Category: Marketing Automation

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Over the past decade, being a content creator has evolved from a side hobby to a viable career path. 
While many content creators have made a successful pivot into entrepreneurship, creator Tabitha Brown has taken things to a whole new level effectively building a lifestyle empire from social media videos.
Brown first gained momentum online in 2017 when she posted a viral video on Facebook raving about the TTLA sandwich from Whole Foods, eventually becoming a brand ambassador for the grocery chain.

In 2020, she created a TikTok account sharing vegan cooking videos and inspirational pep talks, and her content took off. With over 9 million followers and counting across Instagram and TikTok, she now has a variety of offerings including:

The Tabitha Brown Collection at Target
Donna’s Recipe, a haircare line
An all-purpose seasoning blend called Sunshine in partnership with McCormick 
Two bestselling books
A children’s show on YouTube

…and she isn’t stopping there.
Earlier this week, her collection at Target expanded to include plant-based grocery items and quickly sold out in several stores and online. Her haircare brand recently launched a new line and is now available in Ulta stores, and she has a third book coming in March 2023. 
Differentiating Factors Contributing to Brown’s Success
How did she do all of this in five years? There are a few key factors that have helped Brown dominate so many avenues.
Consistency and Familiarity
Brown has stayed consistent in creating content related to the plant-based lifestyle niche. Even as her platform grows, she maintains a sense of familiarity. Users know when they see a new post from her they will likely see plant-based food ideas, an uplifting talk, or both.
Authenticity
She’s authentically herself. Much of her draw is attributed to her warm personality which shines through in every piece of content she creates, and can’t be imitated.
Connection to Audience
Brown leans into unique lingo which creates a sense of closeness with her audience and she’s created products that directly relate to these unique terms. For example, she’s referred to her hair as “Donna” for years, so her haircare line “Donna’s Recipe” makes sense for her brand.

 

 

 

 

 

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A post shared by Tabitha Brown (@iamtabithabrown)

She also frequently uses her favorite spatula named “Sheena” in her cooking videos, so adding a spatula called “Sheena’s Cousin” to her Target line creates a tangible connection to members of her audience who want to cook like her.
Timing has also played a role in Brown’s success. 
Though she’d been creating content for years, her TikTok account started taking off in March 2020 when many people were consuming more content than ever before due to the onset of the pandemic. With so much uncertainty about what was to come, viewers were drawn to Brown’s positive outlook and comforting demeanor. 
Brown created a foundation of trust with her audience and continued growing her influence through a series of aligned offerings and partnerships that invite users to participate in her lifestyle alongside her.
Marketing Snippets
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The HubSpot Blog Team is sharing 23 blogging mistakes to avoid in 2023.
Want to get more likes on Instagram? Check out these tips.
These are the top trends expected to dominate social media in 2023. 
Tangible advice for optimizing your content distribution strategy for maximum reach. 
Here’s what to do if you’re impacted by an unexpected layoff.

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If there’s one thing we love to check on at the end and beginning of any year, it’s the trends. Who got what right — or wrong? What did no one see coming? It’s all fascinating to witness.Perhaps antithetical to my love for trend-watching, the biggest lesson I’ve learned from predictions is that no one can tell the future. We can only make observations based on data and the cultural landscape and cross our fingers.Keeping that in mind, we — along with experts — outline what we’ve noticed people are picking up more of in the industry and make observations about what the future might hold for social media in 2023.1. More AI-generated content – and accompanying tools to track itBased on the current trajectory of interest, this is a more obvious prediction, but one that has to be made nonetheless.The end of 2022 was bang-on for AI with the release of OpenAI’s ChatGPT. We, and much of the Internet, were instantly hooked on the tool and its potential applications. We’ve seen it used to manage and write emails, tweets, and, more controversially, to make art.Today I’ll give you a new super power: a gmail AI virtual assistant that summarizes long email threads, suggests replies, adds to your drafts.Automatically, every 30 mins, for free! 🤖It’s powered by a google spreadsheet, so you just copy and run (no sign up). Here’s how 👇 pic.twitter.com/c2vU1SoT2l— Arthur Camara (@arthcmr) January 9, 2023

We don’t need AI to make art. We need AI to write emails and clean the house and deliver the groceries so humans can make more art.— SJ Sindu 💙 Shakti available for pre-order 💙 (@SJSindu) January 4, 2023

Mohammed Asaduallah is the CEO of BetterwithBenji a tax software platform for creators. He predicts that social posts will be generated by ChatGPT after being trained with a company’s brand persona. Writer, the AI writing platform, is already pushing a feature that promises to achieve this called CoWrite.Of course, the danger of increased AI use could lead to increasingly mediocre content flooding the Internet. Daniel Sobey-Harker, Head of Community at Windscribe, predicts that companies will mistakenly believe that they can replace writers with AI tools – leading to a deluge of mediocre content that creates an aversion to long-form articles in general.On the flip side, there is a golden opportunity for writers, artists, and creators with a unique voice, style, and perspective to stand out. I personally predict that once the hype passes, human creativity will become more valuable than ever. After all, AI isn’t trained on AI-created content – it’s trained on human content.🔗AI won’t replace humans, but it can support them. Check out our article on the different applications of AI to ease the content creation process.2. Regular people will become creatorsThe era of the rich, aspirational creator is fading quickly, making way for new voices in everyday people. Kasey Bayne, marketing consultant and founder of KBConsulting, predicts more “regular people” getting to share their voice, especially on video. Kasey predicts more people becoming creators on TikTok, not in a way that necessarily becomes their full-time gig, but to share and be rewarded for the content they put out there.I want to add to this that more than ever, people want to see other people’s thoughts on the products and services they’re considering buying. According to Stackla, 79 percent of people say user-generated content highly impacts their purchasing decisions. So user-generated content created by these everyday people will be more valuable than ever.A great existing example of this is Keith Lee, who reviews small, often family-owned restaurants using the same format. His videos have helped small businesses gain new fans and revenue. @keith_lee125 Frankensons Pizzeria Taste test 💕 would you try it ? 💕 #foodcritic ♬ original sound – Keith Lee In the same vein, there will be a push for authenticity with social media marketing, either with content or influencer marketing, as pointed out by Karen Okoro, Head of Digital Media at DG Sentinel. People are beginning to decipher what paid content looks like, so creators will have to push the envelope on how they create.3. Brands will hire social media managers per platformMore brands will realize why their social media team can’t also be their PR team, copywriters, content creators, and everything in between, predicts Kendall Dickieson, social media expert and founder of Flexible Creative.Kendall also predicts that per-platform social managers will become a thing since brands can be more efficient and devote their attention to one platform. Also, with nuances between platforms, social media managers will want to specialize and become experts at one or two platforms instead of spreading their attention to multiple.However, this might be wishful thinking in a time of layoffs that disproportionately affect marketing and other roles that are harder to prove their impact on revenue generation. But there might be a solution that can work for everyone – celebrity social media personalities.4. Celebrity social media personalities will become more commonAdjacent to the idea of per-platform SMMs, brands that have to consolidate budgets will also face a reckoning with the changing requirements of social media managers. According to Hayley Rodgers, social media manager at Paddle, dwindling budgets might lead to more consolidation of the social media manager role and a shift in skills needed to be successful.Video content creators that are great on camera will be sought after to create social-first, video-first content for TikTok and YouTube Shorts. Zaria Parvez, Global Social Media Manager at Duolingo, is a classic example, her work for the company’s social media and especially TikTok, elevated the brand to millions of views per post. @zariaparvez i should be in a meeting rn lol. #Duolingo #americandream #comedy #brandtok #socialmediamanager ♬ American Dream – Pasha Grozdov In an effort to not overwhelm their teams, user-generated content might come into play. There are signs that point to more brands adopting existing creators within their niche to create content for their social media. More than using their product or service and selling their video, these creators are not necessarily highlighting the brand and are more focused on becoming a familiar face and name that consumers can latch on to. @linkedin emailing 101, class is in session #linkedin #corporatehumor #careertok ♬ SALSA JAM NO.1 – Jaycee Mante LinkedIn partners with DeAndre Brown, a comedic creator whose content focuses on Gen-Z in the workplace, helping the brand connect to a new generation. @whowhatwear.uk Ahopping the #januarysales? Well @Andrea is here to help make sure you’re getting a good deal. #christmassale #whattobuy #2023fashiontrends #consciousshopping ♬ original sound – Who What Wear WhoWhatWear partners with Andrea Cheong a creator who focuses on sustainability in fashion. Andrea has a broad knowledge of the fashion industry and focuses on helping consumers make better buying decisions.5. Creators will focus on brand building through owned platforms2022 was the year that really drove home for many creators that they don’t own the platforms they build their following on – and anything can happen to something you don’t own. From “Make Instagram Instagram again,” to the Twitter takeover to TikTok’s will-they-won’t-they with various governments – no platform or creator was safe.Jennifer Reardon, Communications Director at AltExchange predicts that creators will hone in on email marketing and focus more on building their own brand and creating their own businesses than relying on brand partnerships.More than ever, creators will have to figure out how to generate income outside of social media. Some might turn to newsletters, others to courses, and others still to paid communities.🔌Take control of your audience with Start Page by directing people to your owned content.6. More organic and high-quality content to make up for decreased paid social spendPaid ads have been facing a reckoning in the past few years with major ad platforms, Google and Meta, getting fine after fine, restriction after restriction. Users are being given more power over how their data is used, so businesses will have to figure out new ways to reach their audiences.Arielle Sanchez, marketing consultant and owner of Marketing Chica, predicts an increase in higher-quality, targeted content to combat the decrease in cookieless paid social.Corroborating that statement is Duarte Garrido, Global Head of Social Media at Standard Chartered, who says that we will see a resurgence in organic content due to the pivot from the social graph to the interest graph. Basically, instead of a hyper-focus on interest in individuals, audiences will be more interested in overarching ideas and the communities that foster those ideas. No more following a single influencer as a holy grail, but following communities that might have multiple influencers. Companies that create content with audience interests at heart won’t need to resort to paid.An interesting example of this is Bobbie Goods, a small business that makes coloring books. The business’ TikTok attracts thousands of views to cozy and relaxing videos of the founder using her own products or packing orders. @bobbiegoods brrrrrr! ❄️ #cozy #winteraesthetic #christmasgift ♬ White Christmas – The Drifters 7. Unexpected collaborations between brands and creatorsNatalie Sportelli, Head of Content at Thingtesting predicts that we’ll see many more creative and unexpected collaborations between companies, celebs, and influencers.There’s already precedent for this, but as brands try to reach audiences that are important to them but that they haven’t captured, we may see both small and large-scale examples of this. Two collaborations that fall into either category already come to mind:The first is Mr. Beast working with Shopify to go to Antarctica, do a quick ad spot, and name a mountain after the brand – all set to a soundtrack by Hans Zimmer. The video of the expedition reached 73 Million views in two weeks.On a smaller scale is Martha Stewart’s collaboration with water brand Liquid Death. The celebrity chef created a candle in the shape of a severed hand for Halloween. The video has reached a couple million views across the brand’s social media.From stunts to product launches, collabs will create a memorable moment for consumers and help all stakeholders tap into each other’s audiences.Use predictions as a guide, not a certaintyTo reiterate, predictions are merely assumptions about the state of the world after some time has passed based on what’s happening in the present. Avoid the temptation to follow the crowd and take everything on this list with a grain of salt. It’s all important to consider, of course, but it’s more important to have a solid strategy in place, understand your audience, and create content that serves your brand. Do you have any thoughts about what social media could look like this year? Share them with us on our social media @buffer!

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Marketing is the lifeblood of any organization, but its success is contingent on how well you know your target audience.  When you know your target audience, you not only know where to find them online but how to reach them with your marketing strategy. A more traditional marketing approach is to cast a wide net…
The post Why Personalized Marketing Should Be at the Core of Your Strategy appeared first on Benchmark Email.

Let’s face it. Writing mistakes are the absolute worst, especially when they’re in any sort of marketing material.  When we make simple writing mistakes, especially in our email marketing, they can derail the focus and purpose of your message, impact your reputation with your target audience, and lead to miscommunication. Before hitting that “Send” button,…
The post 16 of the Worst Writing Mistakes to Avoid in Your Email Campaigns appeared first on Benchmark Email.

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1. Name, position, in SALESmanago since…

 

Tomasz Lipiec, Partner Manager, in SALESmanago since March 2021.

 

2. Coffee, workout, meditation – how do you start your work day and get ready for conquering the world?

 

I currently start the day by making a bottle of milk for my youngest daughter but running and then oatmeal + coffee is an ideal combination for me.

I recommend getting up early at least once in the morning and running through the city, seeing how it wakes up, how it rises to life.To smell the buns from the bakery, to see the sunrise – magic!

 

3. How did you find your way to your current role at SALESmanago?

 

I come from a traditional sales background, I worked as a retail and wholesale manager for the last 15 years, and I was a guest at home because I was traveling all over the country.Starting at Salesmanago I found myself on the other side of the mirror! In the beginning, it was like black magic for me, but I joined Krystian Kuta’s team as SDR and I couldn’t have found a better place. I learned a lot and gained self-confidence, and after 9 months of work (as long as the pregnancy lasts, so the magic of numbers works :)) we were expecting the birth of our daughter Marcelinka. When I wanted to take paternity leave, our CEO Grzegorz said – no problem, but I can see you on your return in the partner department – the proposal was unobjectionable Now I’m working with rock & roller Filip Kliszczyk and after so many years I’m home every day – what more could you want, just keep the music playing! 

 

4. Which of the SALESmanago values speak to you the most?

 

I buy the whole thing, I don’t want to focus on specific aspects, but the company, from the people to the development opportunities, provides everything you need to be successful and to come to work with a smile on your face and not as a punishment. 

I can honestly say that I feel great joy and pride to be part of SALESmanago’s journey to the top.

 

5. What three words would you use to describe yourself?

 

Empathetic, honest, patient

 

6. You are on a deserted island and you can choose one person and one thing from the company to be there with you. Who and what will it be and why?

 

I wouldn’t be able to make that choice, I have too many friends around to choose just one person, but using logic I would take any of the Lovely Pastrami Girls along with a pot of soup and buns

 

7. What have you recently done for the first time in your life?

 

I have recently eaten raw ostrich meat and it is too fatty for me, and in terms of life, I have planned a parachute jump for my beloved’s birthday (I am also jumping to make her feel better, just shh, because she doesn’t know anything it’s supposed to be a surprise)so, this adventure is still ahead of us. So far the biggest adventure is 3 children and a dog, because after work I am never bored