Content Marketing World is the one event where you can learn and network with the best and the brightest in the content marketing industry. You will leave with all the materials you need to take a content marketing strategy back to your team and to implement a content marketing plan that will grow your business and inspire your audience.
“Empathy” has become a popular term in the marketing industry, but it’s nothing new.
One of the core principles of content marketing is understanding your audience’s wants and needs. We’re told to put ourselves in their shoes. The more we learn about our customers, the more personal and relevant our content can be.
Brian Fanzo, founder of iSocialFanz, says this empathetic approach delivers a better customer experience. On a recent #CMWorld Twitter chat, Brian spoke about tapping into our audience’s emotions to leave a lasting impression.
So, how can we best evoke empathy in our content marketing? Here’s a look at a few responses from Brian and our CMWorld community. To read the complete chat Q&A, take a look at our Twitter Moment.
What role can empathy play in content marketing?
Empathy should play a role in all we do. Standing in someone else’s shoes makes everything better. #cmworld
A2. Empathy plays a vital role in #contentmarketing, and should be integrated into everything we do. We need to be able to put ourselves in the shoes of our audience members. If not, we’ll never create the relationships that are so important to marketing these days. #CMWorldhttps://t.co/vHqHSg6upl
A2: I think empathy in content marketing can mean a couple of things. It can mean being empathetic in understanding where your customers are along their journey & providing appropriate content. Can also mean conveying empathy in your content through storytelling, etc. #cmworld
Should we create content with the intention of being empathetic? Or should empathy drive our content?
A3. Empathy should drive content. Again, it’s your foundation. If it’s driving your content, it’s more genuine. If you’re creating it with INTENTIONS, then those intentions could come across as insincere or inconsistent. Build content from empathy. #CMWorld
A3: I think realistically it’s easier to keep empathy in mind when creating content. We all have topics we need to write about, goals we need to hit, and traffic that needs to grow. You can use empathy as the jumping off point of whatever topic you’re writing about. #CMWorld
How does digital empathy differ for B2B and B2C companies? What impactful ways can technology be leveraged in our empathetic efforts? Need examples of brands exceling at showing empathy towards consumers? This Twitter Moment takes a deeper dive into the topic.
Learn how to amaze your audience with relevant, consistent, and empathetic content. Attend this year’s Content Marketing World, featuring speakers like Mindy Kaling, Buzzfeed’s Nilla Ali, and Pure Vida Bracelet’s Griffin Thall. Register and save $100 at checkout with code SM100.
With writing being a critical component to content marketing, it’s no surprise that many members of our #CMWorld community, both online and offline, have a deep love of language, words, and usage. With that passion comes an equally strong distaste for grammar errors, habits, mix-ups, and yes, even the Oxford comma. While it felt like this chat was preaching to the choir of excellent storytellers and exceptional writers, it was nice to have an hour to spend together discussing some of our grammar pet peeves.
Ann Handley, Chief Content Officer of MarketingProfs and best-selling author of Everybody Writes, was our special guest on this week’s #CMWorld Twitter chat. Who better to help lead the chat than the world’s first chief content officer, and one of the most inspiring writers we know?
Monina Wagner and I were emailing back in March, and we came up with this idea after some consistent and blatant errors we were seeing on blog posts, websites and social media. Some of my biggest pet peeves? Usually misplaced apostrophes, or ones that just don’t belong there in the first place.
On this Twitter chat we talk not only about our biggest grammar pet peeves, but also ways to avoid it.
If you were there, thank you for participating! If you weren’t, these Twitter Moments (part 1 and part 2) might help ease some of the FOMO. Check out the entire #CMWorld hashtag to see the entire conversation from our many participants.
A3. By having documented branding / editorial guidelines and a process that’s clearly stated. This will help writers / content creators / editors / SEOs understand expectations and follow through on ensuring grammar is correct and style is consistent. #CMWorld
A3: Having brand guidelines that detail styles of writing to follow that can be easily shared/discussed with the team. There can always be room for individual creative flair, but on the whole the writing and its goals should be similar or you run the risk of confusion #CMWorldpic.twitter.com/50PKdBUl4u
What say you? Leave a note in the comments and let’s continue the conversation. See you next Tueday at 12pm Eastern!
Are you missing out on the #CMWorld community? Join us in Cleveland this September at Content Marketing World. Register with code SM100 to save $100 off all main conference passes. September will be here before we know it. Register today!
Have you ever gone on a bad first date? Maybe there was zero chemistry. Maybe the conversation was one-sided. Maybe they talked a little too much about their ex. No matter how disastrous, you must decide if this bad first date is worth a second chance.
When I first established an online presence, I was that bad first date. I wasn’t thinking about starting any kind of relationship. Post a question on a message board and get an answer. Share what you’re thinking (writing in third person, of course) and hope for a “like.” It was pretty cut-and-dry. I felt less than fulfilled and wanted to give up.
But a decade later, my thinking has changed. That was largely because of people like Martin Lieberman.
I first met Martin on the #CMWorld Twitter chat. Martin, an enterprise content marketer and social media manager based in Boston, was – and still is – an active member of our community. He not only contributed valuable marketing insights, but he would be the first to say a friendly, “hello.” Relationships he built online grew into real friendships.
The strength of community lies in the strength of the connections we have. But how does one build – and sustain – that bond with others online? We took Martin’s lead and started a conversation him. Here he shares how he develops meaningful relationships that matter.
Martin’s journey to content marketing
Honestly? It was kind of pure luck. A natural progression of how my career was evolving. I started out in conventional journalism and publishing (offline and online), and then in 2001 I joined a “custom publishing” company. (That’s what it was called back then. Custom publishing.) I was the managing editor for brand publications, such as Continental Airlines’ inflight magazine and Professional Collector (for Western Union). It was my first exposure to content programs with a marketing angle, and I learned a lot that I was able to take to my next job as the first-ever in-house managing editor for an email marketing company, where I oversaw the blog, white papers, case studies, videos, and more. While I was at this job, “content marketing” became the buzz term, and suddenly, what I was doing for work had a name.
It was also during this time that social media as a marketing tool became a thing, and my employer’s focus broadened. This allowed me to build on the foundation I had as a journalist and learn as I went along — and just as important, to begin using Twitter, Facebook, LinkedIn, et al not just as a way to share content, and not just to advocate for my employer, but to be a member of the email marketing community — and the marketing one, just in general. Among other things, I’d go to conferences and live-tweet, thus introducing me to industry peers and others. It was at one of these conferences that I met Joe Pulizzi, and that’s how I learned about CMI. The rest, as the saying goes, is history.
Martin’s biggest achievement to date
I’m very proud of a lot of the work I’ve done, from launching (and relaunching) blogs to being a speaker at multiple events, and more. But at the risk of being cheesy or cliché, I think my biggest achievement is the one that straddles my professional and personal lives, and that’s the relationships I’ve been able to build with industry peers and coworkers, which social media has helped enable. I’ve collaborated with some of these people on blog posts and other content, I’ve been interviewed for podcasts, and I’ve been referred for freelance and full-time work opportunities thanks to the community I’ve built — sometimes before I even met the people offline.
And those relationships are more than professional: While we may have started out as peers or colleagues, or simply, other professionals (I don’t only interact with marketers), the conversations we’ve had (online and off) have allowed us to become actual friends. I’ve traveled specifically to meet up with folks I’ve gotten to know thanks to social media (shoutout to #socialroadtrip!), I’ve dated people I met on Twitter, and I talk with some of my so-called “social media friends” more often than I do some friends I’ve known for longer lengths of time. Point is: By focusing on engagement, I’ve been able to build relationships that transcend social media. And that’s something I’m really proud of.
We know Martin enjoys going to the movies. So, we asked him to share a movie he enjoyed that not a lot of people have seen.
That’s a tough one. There are a lot, unfortunately. (Ha!) Given the audience here, I’m going to say Ingrid Goes West, which came out two years ago and was one of my favorite films of that year. It’s a pitch-black and very funny satire of the current Instagram culture that stars Aubrey Plaza (Parks and Recreation) as an unhinged stalker who moves to Los Angeles and ingratiates herself with an “influencer” (Elizabeth Olsen, from the Avengers movies) who is fond of avocado toast and documenting her seemingly perfect boho lifestyle. The movie skewers those on both sides of the screen and more than earns a double-tap.
Martin’s 3 tips for building relationships online
Note: Martin was very clear. He insists there are no “hacks” when it comes to relationship building on- or offline. Martin says it takes time, but it’s worth it. With that in mind, he gave us this advice.
The first tip I have is to shift your mindset from “audience” to “community.” Your goal on social media shouldn’t be to push content atpeople, it should be to communicate with Sharing content isn’t a means to an end, it’s a vehicle to start a conversation. So, for example, when you share content, don’t just share the headline and URL; anyone can do that. Do it in a way that makes your share unique: Add context that will attract people to you and make those people interested enough to reply to you. Then continue the conversation you’ve started.
Pay attention. If you wait for people to mention you before you interact with them, you may never find anyone to interact with. Use tools like Hootsuite or TweetDeck to actually listen to what people are sharing and tweeting about, and then, if you see something that interests you, reply to that person. Even if you’re not mentioned. And even if it has nothing to do with what you do for work. If you demonstrate that you’re interested in other people, they will be interested in you, too.
Be genuine. I know everyone likes to use the word “authentic,” but I prefer genuine. To me, authenticity has become too much of a buzzword, and its meaning has become diluted. On the other hand, being genuine means who you are on social media is simply an extension of who you are offline. You’re not solely focused on maintaining a “personal brand.” You’re not concerned with having a “presence.” You’re not giving advice that you don’t actually follow. You are who you say you are, and it shows without you having to point it out.
Take that first step in building a new relationship online. Follow Martin on Twitter. If you’re reading this post on its original publish date (June 7), be sure to wish him a happy birthday!
On the first Friday of every month, we share marketing advice from our community. Want to be featured? Let us know. And be sure to check out expert tips from Gabriela Cardoza and Dan Willis
Editor’s note: Content Marketing World welcomes Michael Brenner as author of the post below. We appreciate his support of CMI and are excited for his workshop at this year’s event.
Very few companies today doubt the significance and necessity of a content strategy. After all, even the smallest startups understand the need for an active presence on social platforms and the need to have content updated on their own website.
And most companies understand the need to have landing pages optimized for conversions and blog posts that attempt to educate and engage potential customers around anything that’s even remotely related to their product.
Business leaders are thinking digital-first because we know that information is as important as innovation. Experience is as important as product. And we understand that gaining awareness without having Superbowl advertising budgets can only be achieved by creating helpful content consistently and sharing that across the social, mobile web.
Even the data supports the increasing adoption of content successful content marketing across the board.
Most marketing leaders I talk to understand the need for a unified content marketing strategy. But they have many questions about how you actually go about formulating, documenting, and executing one? I also hear many questions around what results might you rationally expect and go after with content marketing?
A business that has a fair amount of organizational knowledge and capability in content marketing wouldn’t be content (pun intended) with some keyword research, a bunch of topic ideas, and an editorial calendar. They’d have specific concerns such as:
How do we attract more leads by telling stories that make our brand more remarkable?
How do we stem and reverse ad fatigue caused by our PPC and remarketing campaigns on search and social, and sponsored content on other platforms?
How can we help our audience solve their problems at scale?
How can we use content to fuel the growth of our organization?
How can we achieve marketing ROI without spending half our budget on campaigns with uncertain outcomes?
The answer lies not in a general, formulaic approach to content marketing, or a strategy borrowed ad hoc from “the best blogs in the industry.” That’s why most successful brands start with a customized content marketing workshop that is tailored to the needs of your organization in particular.
This is the best way to define your goals relative to your competitors and industry peers, activate your most effective content creators – your employees – and instill in them a passion to create and share content that not only gets you credibility and authority in your field, but also makes sure consumer trust in your brand keeps growing.
Here’s why you need content marketing to be an all-hands-on-deck affair and a content strategy workshop is the best way to go about it.
Clarifies Your Purpose
No two content marketing strategies are the same. Or, should be the same. Your business needs will differ from others. Your customers’ needs will differ from others. These needs will influence your customers’ journey, which will in turn influence what actions you want your audience to take once they’ve consumed your content.
What value can you get from these actions? A hands-on workshop can help you define this value – for your organization – based on business metrics that you track and tie back to your content, including:
Brand awareness and recall
Search engine visibility
Lead generation and nurturing
More ROI from marketing
Builds the Business Case
The annual research conducted by CMI and MarketingProfs has been showing for years that one of the biggest differences between the most committed and least committed content marketers are the ones who document their content marketing strategy.
One of the best takeaways from a content marketing workshop is getting everyone in a room and writing down your goals. Not only do you get everyone on board who is in the room, you start to build a common understanding of how to explain the business case to others.
Many marketing leaders have a clear idea in mind on how they want to execute a comprehensive content marketing strategy, but they keep running into a wall when trying to convince top management. One of the first things a content workshop does is help you estimate, measure, and prove the ROI of content marketing.
In a workshop, you’ll be able to draw a connection from the core purpose of your content strategy to your business goals, broken down into sales goals, product goals, cost-savings goals, and business growth.
This is the core of a business case – documented evidence of the potential value that content marketing brings to your business. It also includes a summary of the challenges and business risks, a cost-benefit analysis for the account wizzes, and a long-term growth plan for brand awareness.
Gets the Whole Team on Board
We’ve all experienced it – people who know us very well take us for granted and don’t believe us when we claim to know something with conviction. However, when it’s a recognized thought leader explaining how consumer expectations have evolved (with examples and anecdotes), playing out fun activities, and presenting the team with interesting new tools and templates for creating content, they will be more likely to be actively involved and be part of the plan wholeheartedly.
I have heard from almost everyone one of my clients, that having an external speaker can give every team member a fresh perspective on how important content marketing is to the bottom line of the company, and how they can add to that bottom line simply by having meaningful conversations with the target audience.
Every time an individual lends their talent to generating ideas, writing a post or sharing the brand message in their networks, they contribute to the overall growth of the company. Further, the marketing department is able to lean on them for industry information, customer education, and support.
Gives You the Roadmap (and Resources) to Business Growth
You need to know your destination before you draw a roadmap. When it comes to business growth via content and effective brand communication, it’s all about how you connect with your customers and how your content speaks to them.
Once you define how you’re going to create content that reaches, engages, and converts your audience, the next step is to document it. Don’t forget to create an immediate snapshot of how you do all three at present.
For example, we created this infographic while I was Head of Content Marketing at SAP to show various stakeholders how we were reaching, engaging, and converting new customers to SAP.com. Our business case was exactly that: reach, engage, and convert new customers. Our internal content marketing workshop got everyone on board. Now, we needed a visual way to demonstrate that we were achieving results.
Again, metrics are important here. Depending on your purpose – leads, email subscribers, web traffic, or something else – you need to decide the metrics that will indicate progress and milestones along the road.
A comprehensive content marketing workshop will give you hands-on exposure to the various tools, models, templates, and approaches that help you measure growth on various channels. Your workshop leader will help you understand and decide (and probably create a dashboard) with the key metrics from Google Analytics, Facebook Insights, and so on. As you put your plan into action, these KPIs will help you revisit your strategy and tactics, and refine them continuously as you hit new highs, lows, and variations in these numbers.
What’s more, workshops give you the opportunity to ask questions and resolve doubts then and there with the leader. You don’t have to wait until you’re in the middle of a campaign and suddenly get stuck with insufficient or incorrect data because one of your tracking systems broke.
Perhaps the best thing a content marketing workshop can do for your business is to create a customized strategy document that aligns the team around common goals, clarifies priorities, defines your audience better, and makes team members more accountable. Companies with a documented content strategy are by far more successful than their competitors in promoting their content.
Test Content for Multiple Personas
The single biggest advantage of content marketing is its ability to speak to potential and current customers at every stage of the buying process. We are fortunate to have at our disposal marketing technology with the ability to analyze and remember the online behavior of a large number of consumers and target them at the right moment with relevant and contextual content.
You can begin with identifying your ideal audience and breaking them into segments for better targeting. You can learn about and try various approaches like surveys, focus groups, market research, demographic analysis, and persona building to zero in on the people who are most likely to buy in a given period of time.
Further, a workshop leader with digital marketing experience can show you how to tap different channels like social media, search, email, and niche forums with the ideal content formats that work well on these channels and platforms.
Discover the Keys to Marketing Success
Starting with the foundation of content marketing – a documented content strategy – a content workshop will give you the organizational knowledge and capability you need to get your brand story and messaging across to your audience. It will help you choose the tools and resources that work best for you, and more importantly, train you in how to make use of them to the fullest.
That’s not all, a workshop demonstrates the practical aspects of measuring content performance and shows you how to tweak your content to perform even better with targeting tactics and conversion-focused variations in copy. This will save you a lot of time and effort down the line and enable you to meet tangible business goals without dealing with uncertainties.
Understand the core components of a content marketing strategy
Implement each of these for your business to document an effective content marketing strategy
Define key metrics to measure the success of your content marketing programs
Walk away with a documented content marketing roadmap specific to your business
I hope to see you there!
Did you know you can attend Michael’s workshop when you purchase an All-Access or Main Conference Plus pass? Jump start your week at Content Marketing World with a deep-dive, half-day working session. Sign up now with code SM100 for $100 off at checkout.
As a marketer, you understand the importance of a LinkedIn company page. There, users can learn about your business, and you can establish thought leadership. As a professional, you know the impact LinkedIn has on networking, job searches, and even leads. But are you leveraging as best as you could?
Consider this. LinkedIn boasts more than 630 million users worldwide. Two new members sign up every second.
Is LinkedIn a priority for you? Are you building a personal brand? Are you making strong, meaningful connections on the platform?
LinkedIn Strategist, Creator, and Trainer Michaela Alexis says your activity on the platform can help you win business and land your dream job, but you have to know where to start. Michaela joined the CMWorld community on a recent Twitter chat and revealed the secrets to her LinkedIn success.
We couldn’t record all of the great tips shared during the hour-long discussion. There were just too many! So, we put together a Twitter Moment. You can also find a few highlights below.
What are some effective ways to organically boost your presence on LinkedIn and make your profile SEO friendly?
A3.Profile wise, OPTIMIZE, OPTIMIZE, OPTIMIZE.
Make sure it’s showing as “all star” status, and watch your analytics. Look at how you’re being found and adjust accordingly. To build a strong presence on #LinkedIn, people need to know WHO you’re speaking to!
a3. (pt.2) To make it SEO friendly, think about how people will search for you, for ex. Use “Content Marketing Strategist” vs. “Marketing Ninja”. Get creative with your cover photo and profile photo, but use your headline and summary to be FOUND.
A3. Be active on LinkedIn. Connect and network with people sharing similar interests. Post regularly. Trying writing articles. Share posts which you consider worth sharing. Use relevant keywords in your profile and try to use them when you share a post too.#CMWorld
Algorithms are constantly changing. What are the elements of a good LinkedIn post? What kind of #content performs best?
A5. Want to beat the algorithm? Build a community authentically and learn the storytelling techniques that have existed since the beginning of time. My style hasn’t changed in over three years because it feels like ME.
A5: Trending topics usually do well but think about what your goals and purpose is and what your audience wants. Test your content tonbe relevant and useful for those that are following you. Plus, engage with comments when someone else comments. #cmworld
How does LinkedIn factor into your personal branding strategy? When was the last time you looked at your profile? Let us know in the comments below.
Meet Michaela at Content Marketing World when she presents “How to Build a Mega Personal Brand on LinkedIn on a Mini Budget.” Register before this Friday, May 31, with code SM100 to receive $100 off Early Bird pricing!
He was an incredible part of the Content Marketing World stage for several years, and we’re thrilled to announce that Scott Stratten will return at CMWorld 2019.
Half of the dynamic UnMarketing duo, Scott has traveled around the world spreading the message, “Stop Marketing. Start Engaging.” This simple mantra – and those brands that don’t quite follow it – has created endless fodder and material for Scott and Alison Stratten on their UnPodcast, in their books, and in Scott’s keynotes.
His goal? Look closely at the word he has permanently inked on his arm. He wants marketers to “unlearn” much of what we’ve been taught about blasting messages to our current and potential customers. He wants us to engage with them, be smart, be human. Much like what we want to achieve with our content marketing.
So why are we most excited about having Scott back on the CMWorld stage? The UnMarketing website says it best: “Energy, Passion, Knowledge, Humor. Bridging the business gap between the virtual and real world, Scott’s keynote not only gets people laughing and thinking, but also doing.” For Scott there’s “no holding back. All the honest truth in this age of disruption and interruption.”
This will be Scott’s fourth time at Content Marketing World. To see some clips of his CMWorld sessions, see our Scott playlist on YouTube.
One of our favorite content marketers, Zendesk’s Monica Norton, said this back in 2016:
Truly one of the best, all-time speakers and speeches I’ve witnessed. The man is a juggernaut, in all the right ways.
More Henry all the time!
Amazing, awesome, incredible speaker choice!
This was the best surprise of the conference. Phenomenal speaker and super interesting.
Just wow. I can’t even put into words how great the final 45 minutes was, and I’m a writer.
He was intense, and funny, and inspiring, and intimidating, and raw, and I loved every second of it. What amazing energy.
Very honest, genuine, relevant and unapologetic.
Bring Henry to Content Marketing World!
This is just a fraction of the incredible feedback we received from attendees at our ContentTECH Summit who attended Henry Rollins’s closing keynote in San Diego this past April. Aside from this feedback in our event evaluations, we also received emails, phone calls, tweets and messages from attendees, speakers and sponsors about Henry’s ContentTECH closing keynote and that our broader community should have the opportunity to learn from him.
We’re thrilled to say that Henry Rollins will be joining us at Content Marketing World 2019 in September to close out our first main conference day. This is a keynote spot we slate every year for a speaker who goes beyond content marketing – who helps us dig deep inside ourselves to find our “whats” and our “whys,” who inspires us to do better work, and who helps us find the extraordinary in the ordinary, as photographer Dewitt Jones told us last year.
For those of you who didn’t attend ContentTECH Summit, here’s a little about why Rollins is a great fit for our CMWorld community:
Aside from being a musician and punk rock icon, Rollins is also an actor, writer, publisher, television and radio host, comedian, activist, photographer, storyteller, podcaster, motivational speaker and so much more. TV Guide has called him a “Renaissance Man.” The Washington Post says he’s a “diatribist, confessor, provocateur, humorist, even motivational speaker…his is an enthusiastic and engaging chatter.”
Over the winter, Rollins finished up this leg of his international tour the “Henry Rollins Travel Slideshow 2018,” where he shared photos and stories from his adventures around the world throughout his career. A couple CMIers attended and were just in awe of his stories and his stage presence. He also hosts a weekly NPR radio show in L.A. You can find him on the History Channel’s H2 network hosting the TV show, “10 Things You Don’t Know About.” In 2014, Henry received the prestigious Ray Bradbury Creativity Award in recognition for his lifelong contribution to the arts, his passion for social activism, as well as his intense passion for the importance of maintaining books and libraries.
“Henry Rollins clearly understands how to create engaging content. He has mastered storytelling in many forms, including, the spoken word,” explains Stephanie Stahl, general manager, Content Marketing Institute. “We’re thrilled to welcome him to our flagship event, Content Marketing World 2019. Our audience of content developers, marketing practitioners, brand storytellers, technologists, and industry leaders can experience first-hand his thought-provoking stories that will help us become more responsible content creators.” As Rollins told us in April, we have a “moral responsibility” to the people who consume our content. “Commit to making everything you create matter.”
Please join us in Cleveland this September 3-6, 2019, with over 4,000 marketers representing 60+ countries, 250+ speakers, and four days of learning, networking and growing.
Early bird registration ends May 31, 2019, so register today to take advantage of discounted rates. Plus, code BLOG100 saves an extra $100 off early bird rates. Plus, register 4 or more teammates together, and save 10% off. Looking for group rates of 10+? Email us.
Did you ever want to run away and join the circus? Growing up, I imagined I was part of a high wire act, balancing on my sofa’s back and arms. I assure you it was a spectacular sight.
Just call me Monina, the Mystical Tightrope Walker.
As content marketers, you must perform mind-blowing acts daily. To differentiate your content, you have to create attention. You have to educate. You have to entertain.
CMI knows this is no easy feat. So we’re focusing this year’s Content Marketing World on how to Amaze Your Audience.
Believe it or not, there are many parallels between content pros and big top acts. When making a big pitch, do you feel like the greatest showman? Are you a data scientist taking a look into a crystal ball? As for me, I’m the mystical tightrope walker. I work in social media, skillfully toeing the fine line between brand and community.
What about you? Why settle for a ho-hum content marketing name when you could have an amazing big top one created for you? This week, head to Twitter and we’ll big top you up with a unique stage name. All you have to do is give us your title and the first letter of your company’s name.
Without further ado, ladies and gentlemen, boys and girls, allow me to introduce…
Are you ready to amaze your audience? Register now for Content Marketing World 2019 to secure Early Bird pricing. But hurry. These low rates will – poof! – disappear May 31.