TLDR MARKETING 2024-11-08

HockeyStack

AUSTRALIA TO BAN SOCIAL MEDIA FOR KIDS UNDER 16

A proposed new law in Australia will prohibit social media access for users under 16, with platforms like Instagram and TikTok expected to enforce the restrictions. Prime Minister Albanese says there is a need for societal standards in online safety. The government will work on age verification measures over the next year. The law is set to be introduced in two weeks and will take effect 12 months after it passes.

CANADA ORDERS SHUTDOWN OF TIKTOK OFFICES OVER SECURITY RISKS

Canada has ordered the closure of TikTok's offices, citing national security concerns linked to ByteDance's operations. The ban does not extend to the app itself, so users and businesses are allowed to continue engaging with it. The decision, which will impact hundreds of jobs, follows scrutiny over data privacy and a government device ban in 2023.

JOURNALIST REQUESTS: HOW TO FIND THEM AND RESPOND FOR COVERAGE

Use journalist requests to earn media placement and backlinks as a strategic alternative to traditional PR pitching. Platforms like HARO, Qwoted, and Source of Sources facilitate this by connecting journalists with experts quickly and efficiently. Responding fast - ideally within 24 hours - is key, as journalists often close requests early once they have suitable sources. Avoid using AI for responses, as journalists prefer unique, authentic insights and are adept at spotting generic replies. Establishing credibility by highlighting expertise and pairing pitches with relevant data can further boost success rates.

4 TIPS TO INCREASE HOMEPAGE LEADS

Make sure your visitors know exactly what happens next by detailing what a demo, trial, or strategy call includes and its benefits. Use microcopy near CTAs to address potential objections with phrases like “commitment-free” or “45-min session.” Build trust by adding quantified proof points such as “150% faster setup” and back them up with evidence. Offer risk-reversal guarantees, such as “20% CVR lift in 3 months or you don't pay,” to reassure potential buyers and improve conversion rates.

CLARITY > CATCHY

Cognism found that shifting to straightforward, detailed messaging on its homepage with a 106-word H1 + H2 and clear bullet points led to a 40% increase in conversions. This approach focused on answering essential user questions - what the company does, who it's for, and why it's better. It proved that informative and functional content can outperform traditional, vague, or overly inspirational messaging.

GOOGLE VIDS LAUNCHES FOR WORKSPACE CUSTOMERS

Available on select Google Workspace plans, Google Vids lets teams create professional videos for internal communications, training, and support without requiring video skills. The app provides AI-generated storyboards, stock media, and a teleprompter feature, making it easy for non-designers to build video content. Workspace users can access these tools free of charge until December 2025, after which usage limits may apply.

PMM JETPACK

The PMM Jetpack, created by Jason Oakley, is an annual membership-based content library designed to equip Product Marketing Managers with templates, playbooks, and resources. Members receive monthly playbooks, continuously updated content, and curated examples. Created with hundreds of hours of effort, it provides practical tools and guidance aimed at helping PMMs thrive. An interactive demo is available, and early sign-ups (by November 8) receive a lifetime 50% discount.

THE ULTIMATE PLAYBOOK FOR MARKETING DISTRIBUTION CHANNELS - PART 2

Marketing channels fail for several common reasons, each with specific fixes. Misaligned messaging and broad targeting lead to poor engagement - solutions include tailoring messages to audience priorities and using niche targeting to reduce acquisition costs. Budget misallocation drains resources, so reallocating funds based on ROI can improve results. Channel-specific strategies are crucial since broadly repurposed content often underperforms. Continual testing and pivoting - adjusting creatives, audiences, and budgets - helps marketers optimize performance and adapt to each channel's unique needs.

BRAND PERCEPTION: WHAT IT IS & HOW TO MEASURE IT

THE ROLE OF AD DOLLARS IN THE 2024 PRESIDENTIAL ELECTION

Political ad spend hit $10.53 billion in 2024. Trump's victory involved minimal paid media, calling the impact of political ad spending into question. Spending leaned heavily on addressable media such as CTV, while social platforms like Meta saw a 50% drop in ad spend. This shift highlights a changing landscape where candidate presence may be as influential as ad spend.

HOW TO TURN A BIG IDEA INTO A PUNCHY ONE-LINER

Clearly define the status quo and your differentiated POV to create a punchy one-liner.

REDDIT FORMULAS FOR GROWTH

6 strategies to leverage Reddit for boosting awareness, engagement, and pipeline.

AN OVERVIEW OF FACEBOOK'S AUDIENCE

Facebook remains the most widely used social media platform.