Marketing Must Reads #1

Author

Danny Denhard
September 28, 2022

Welcome to Marketing Must Reads!

It is the first Marketing & Growth Must Reads newsletter (sign up for the original Must Reads newsletter).

Whats the deal? A hand select 5-7 articles you should read that will impact your marketing or growth career for the next 12-18 months.

YouTube Is Going After Short Entertainment With Large Creator Cuts For Content -- Expect Creators to follow the money when TikTok views drop or TikTok comes under more pressure from Western Governments.

YouTube Adds Revenue Sharing For Creators Of Shorts, But Offers Slightly Smaller Cut Than On Traditional Videos

YouTube has rolled out a set of new incentives for its creator community, introducing revenue sharing on YouTube Shorts and also updating its existing partner program and adding monetization for vi…

https://deadline.com/2022/09/youtube-adds-revenue-sharing-creators-shorts-music-1235123062/?mod=djemCMOToday

Mark Ritson Being Mark, Smart Take On Brand -- A slightly more obvious statement from Mark, a lot do and are doing it wrong and actually hindered themselves from copying others and not understanding where their brand stands.

Look at your brand from the customer’s perspective, not the other way round

Responses to the Queen’s death showed marketers think brands have a place in consumers’ lives. You’ll be more effective if you recognise their insignificance.

https://www.marketingweek.com/ritson-brand-customer-perspective/?utm_source=pocket_mylist

The Future Revealed: Creator Brands Going Nationwide -- Expect this trend to continue while brands struggle to gain as much traction or cut through as audience and affinity operates very differently in 2022. Don't let other ventures fool you, celebrity and influencer personalities with real drive and real fans will always drive sales (it's whether they'll be able to sustain it).

MrBeast's snack brand is moving beyond chocolate bars. Its cookies are now available at Walmart. - Tubefilter

Feastables, the snack brand launched by MrBeast, has revealed its new product. Its vegan cookies can be purchased at Walmart.

https://www.tubefilter.com/2022/09/16/mrbeast-feastables-cookies-walmart-buy-now-vegan-gluten-free/?mod=djemCMOToday

Etsy Is Doubling Down In Marketing Spend -- Move That Needle CMO 😉 In Marketing and Growth you have two options, copy the rest (or stay in your line, right now its limit spend and reduce expenses) or zag, invest and attempt to grow. Etsy unlike other "covid company winners" are investing to make their flywheel work harder.

Etsy set to drop $600 million on marketing this year, CEO says

After years of pandemic growth, Etsy's investing in its platform and, perhaps even more so, in marketing.

https://finance.yahoo.com/news/etsy-600-million-on-marketing-ceo-154054219.html

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Thanks,

Danny Denhard