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It’s 🧑‍⚖️ Public Domain Day and Copyright Law Day, Reader... This is your reminder to brush up on public domain, copyright, and Creative Commons Use.

In today’s edition:

• Today's 👉 Tip of the Day is for content strategy

• Easy 🤳 TikTok marketing integration

• 🧭 Trends to guide your marketing

• Help with 🎯 productivity from LinkedIn

• Facebook pages 📊 insights changes

Savvy marketers know that continually optimizing and redistributing evergreen assets alongside new content reduces overhead while still serving audiences. 

Rather than always creating something new, go back through your old reports, images, videos, podcast episodes, etc., and find relevant evergreen pieces or seasonal content that could be refreshed.

Map Evergreen Content to Audience Segments

To maximize the impact of content you reuse, map your evergreen content to your core content pillars and target audiences. Then, see which assets might work for multiple pillars and groups of customers and which assets will appeal to distinct audiences.

Repurposing content by audience and customer journey stages multiplies the possibilities.

Today's tip is inspired by Lauren Teague.

Want to Make 2024 Your Best Year Yet?

Thank goodness it's a new year! If you're like most marketers, last year was very challenging. 

But this year doesn't have to be that way.

Imagine yourself at the end of the year, smiling like the folks above.

Why? 

Because your plans worked and everyone is giving you high fives for exceeding your goals. 

How can you ensure you end this year with smiles? 

Your solution: a ticket to Social Media Marketing World 2024—taking place February 18–20.

I’m ready to accomplish my 2024 goals.

How to Make Successful Marketing Content for TikTok

Are you struggling to create TikTok content for your brand?

We’ve got a plan that works!

Avoid the For You Feed

When first joining TikTok, many marketers spend too much time scrolling the For You feed for inspiration. But staring at others’ successful content can make you feel like you need to emulate them. This causes you to lose your unique voice. 

Instead, avoid the For You feed altogether in favor of daily journaling about what interests you most about your products. Use these entries as fuel to create videos.  

Start Small  

Don’t worry about posting daily videos right away. First focus on getting reps in—practice talking confidently on camera without an audience. Set a goal like recording five test videos per day without posting them. Experiment with locations, camera angles, walking and talking, etc. Doing this builds skills so your content appears more natural by the time you do share publicly. 

Humanize Your Approach

Real conversations with friends aren’t perfectly smooth or scripted. TikTok marketing thrives on that same type of authenticity; it favors a relaxed, humanized style over polish so you need to allow yourself to make minor mistakes without reshooting your videos. 

Remember to use natural gestures and phrases that are unique to you. This familiarity makes you more approachable.

Give it Time

Commit to a 30-day “test and trial period” to refine your TikTok marketing. During this time, deliberately post wide-ranging content without worrying about views or virality. 

After recording each video, think about how you felt—did you enjoy the format? 

Don’t get too hung up on tracking your engagement daily. After 30 days, note what formats you loved making and what received the best response. Then, narrow down a consistent style focused on your 3–4 best video types and topics to repeat for the next month. This clarity helps you cement an authentic presence.

By taking the pressure off early TikTok success, you give yourself space to uncover your true social media voice. These tactics help creators gain confidence on camera and connect with audiences looking for someone real.

Today's advice is provided with insights from Tyla Brimblecombe.

It’ll Be Here Before You Know It!

Just a quick reminder...Social Media Marketing World is just around the corner, Reader. It takes place February 18–20 in Sunny San Diego.  

Attending live is the best way to experience the conference. But if you can't get there in person this year, an On-Demand ticket is the next best option. 

With an On-Demand ticket, you get access to ALL of the content from the conference including the sessions, keynotes, AND the extra day of workshops—all from the comfort of your home or office!

Yes, I want ALL the great content!

🗞 ICYMI, Facebook Insights Deprecation: Facebook is deprecating 89 Page Insights metrics on March 14, 2024, due to the full deprecation of the classic Pages experience and Page Insights tab as of November 1, 2023; developers were given 90 days' notice to make any necessary changes in preparation, after which calling the deprecated metrics via API will return an invalid metric error. Source: Meta

🗞 LinkedIn Happiness Framework: LinkedIn has open-sourced its Developer Productivity and Happiness Framework to help with productivity and happiness resolutions; the framework consists of documents describing LinkedIn's systems, processes, metrics, and feedback for understanding and meeting developer needs. Over four years, LinkedIn created guidelines for designing such a framework, starting from the high-level philosophy of Goals, Signals, and Metrics down to best practices for data pipeline implementation; it also includes the concepts of Developer Personas to categorize developers by workflow and Persona Champions to provide insights on persona needs and pain points. The framework covers important principles like avoiding rework and determining useful data to collect to answer the central question of how to make developers happy and productive. Source: I Programmer

🗞 Consumer Trends Report: Pinterest has released its 2023 annual trend report, Pinterest Predicts, which draws on data from over 480 million monthly Pinterest users to predict the top trends for 2024 across categories like fashion, beauty, home decor, entertainment, and more. With a proven 80% accuracy rate over the past four years, the report aims to give consumers and advertisers an early look at 2024's next big trends. Source: Pinterest

Did You Know?

J. M. Barrie Peter gifted royalty rights for Peter Pan to Great Ormond Street Hospital in 1929 as a source of income to help support the work of the hospital and help provide care for seriously ill children.