Dan Hochuli

Head of Content Solutions (APAC + China) for @LinkedIn. I share stuff on Link-ed-Ins and re-purpose on the Twit-face.

[Dan Hochuli @LogocracyCopy]

@tomroach @juliancole Late to the party on this (because I never check X anymore).

Purna Virji: https://t.co/TfGKOYZMSI

Jon Evans from System1 does vlogcast teasers: https://t.co/HLIu9FXKve

LinkedIn's own COO, Dan Shapero: https://t.co/aufdzH2K3U

Are some quick ones off the top of my head.

[Dan Hochuli @LogocracyCopy]

@samueljscott Fran Cassidy and the B2B Institute's work might help here. Part of it is just changing your language. Moving away from Marketing speak and talking more like a CFO or accountant.
This white paper has other tips as well:

https://t.co/X6oszoiyLJ

[Dan Hochuli @LogocracyCopy]

A quote from Rory Sutherland, that I just heard that I thought was inspiring.
"If someone asks you to show them best practice; or if you are a marketer and are being shown 'best practice'; ask the question no one in the room is asking, which is: 'Best pr…https://t.co/SpcDWzLOhM

[Dan Hochuli @LogocracyCopy]

When you say "#Strategy", what is it you mean? https://t.co/FZ49oopaCt

[Dan Hochuli @LogocracyCopy]

This is a small but important accomplishment for me over the last three months, as I look to invest in my #management skills.

I've always prided myself in my strategic thinking, but, like many experienced strategists and teams, my proficiency around tak…https://t.co/5Y5jMnWcIe

[Dan Hochuli @LogocracyCopy]

Shout out to my fellow LinkedIn Customer Science colleagues Peter Weinberg and @JonLombardo for their new research piece in Adweek on building more creative #B2B brands.

The team at the B2B Institute in partnership with System1,…https://t.co/mlM1Bf6a9b https://t.co/etyePoqMxr

[Dan Hochuli @LogocracyCopy]

Are you moving away from 'Full Funnel' marketing and embracing the 'Two-Speed' marketing approach.

The latest academic thinking in #Marketing is to move away from a 'Full Funnel' approach and to think about marketing more as a two-speed operation. Simpl…https://t.co/K3aJu06nLX

[Dan Hochuli @LogocracyCopy]

In a world first, LinkedIn this week launched one of the most comprehensive B2B measurement frameworks and a supporting benchmark report to help #B2B brands better measure their #brandbuilding efforts on and off the LinkedIn platfo…https://t.co/8eFFfUzu4w https://t.co/6rNan9X0h8

[Dan Hochuli @LogocracyCopy]

Exciting news! LinkedIn has just launched a new AI feature to help you write your posts.

All you need to do is provide a minimum of 30 words, and the AI will generate a response based on your prompts.

This is a game-changer for those of us who struggl…https://t.co/MrD3vUrGWH

[Dan Hochuli @LogocracyCopy]

Below average #ClickThroughRate?

There's always a reason.

Here is a simple hypothesis tree I created a few years ago (and just re-discovered) to get to the source of campaign underperformance.

While it won't give you all the answers, it is a good st…https://t.co/RNqYpd2akx

[Dan Hochuli @LogocracyCopy]

I saw a post today on LinkedIn that told people that "#Branding is not about selling the product".
The post used a carousel of photos of Steve Jobs and Apple as the example of how Apple doesn't use branding to sell product. See here:…https://t.co/UsrjpNMEIi

[Dan Hochuli @LogocracyCopy]

Shout out to my wonderful wife, Amber Clare, who today graduated top of her class (with distinction) on her second degree. She achieved this did during COVID whilst also having a baby and raising two kids as well as managing a team at her work.

I couldn…https://t.co/6PvC2eRu8O

[Dan Hochuli @LogocracyCopy]

Yesterday I was lucky enough to catch up with one of titans in the world of perfumery, OLIVIER CRESP, who was passing through Singapore on a tour across Asia.

He's the creator of iconic frags such as Amouage's 'Bracken Man', Azzaro's 'Wanted', D&G's 'Li…https://t.co/IjWmz7k7GZ

[Dan Hochuli @LogocracyCopy]

What is the best #B2B ad of all-time?

I'd nominate the famous Volvo Trucks ad with Van Damme doing the splits.

We don't generally think about this ad as being a B2B ad, but trucks are not only financed to individuals. Transport, logistics companies and…https://t.co/IJn4iHbSDz

[Dan Hochuli @LogocracyCopy]

The glaring problem with publishing 'brand' content on organic social media channels....

Many #brands are posting their brand building content organically on #socialmedia. The problem with this is it's the wrong distribution tactic for the objective.

Th…https://t.co/SlJz9rhc6l

[Dan Hochuli @LogocracyCopy]

In talking to #B2B brands about this 'new' concept of Brand Building, I'm finding that there is an overemphasis on the tactical differences between communicating to a B2B audience vs a B2C audience. Buying Committees, long and complex buying cycles domina…https://t.co/jOFXvlnpXm

[Dan Hochuli @LogocracyCopy]

Marketer: "We are making our next commercial purely out of #AI."
More savvy marketer: "What are you selling? Nightmares?"

From the uncanny valley Balenciaga videos to now this wonderful piece of commercial 'art'.

If any creatives out there are worried…https://t.co/z96cJhTbVe

[Dan Hochuli @LogocracyCopy]

#CategoryEntryPoints (CEPs)and ChatGPT

In Jenni Romaniuk's latest book, 'Better Brand Health', she outlines some ways to identify CEPs for your #brand. One of these is online data mining, which she cautions is fraught with biases and limitations. She spe…https://t.co/AnWTVUYjHe

[Dan Hochuli @LogocracyCopy]

How do you separate the tactics of the Long-term advertising (#Brand) & Short-term advertising (#LeadGen)?

#EFFECTS:
Short-term #marketing increases sales right away, but the results decay quickly and its effectiveness doesn’t really increase over time.…https://t.co/BprqDwQtcY

[Dan Hochuli @LogocracyCopy]

"We are in a recession and times are tough. Now is not the time to invest/experiment with #brandbuilding. Let's just focus on getting in the leads now, and we'll build #brand once we are out of the recession."

If your leaders have responded this way when…https://t.co/dNgPqZqncZ