Dear ,

The holiday season is steeped in stories.

We all have memories of the magic of Santa and our childhood.

Even Charles Dickens’ A Christmas Carol remains as fresh as when it was first published. Of course, it helps that this story has inspired plays, movies and other spinoffs!

As a writer and marketer, I often wonder what inspires authors to commit words to paper.

And how do they revisit their work with a critical eye to change words and sections to keep readers engaged?

This fall, one of my favorite authors, Margaret Atwood, received her second Booker Award for The Testaments, her sequel to The Handmaiden’s Tale. Like Dickens, The Handmaiden’s Tale has been transformed into a movie as well as a television series.

According to Atwood, whose books I started reading when I was a student at McGill University, she decided to write the sequel to answer readers’ questions.

Further, Atwood was inspired by recent events about women’s rights. Protesters at rallies wore costumes inspired by the television series.

In an era where publishers and Hollywood producers are eager for readymade success, sequels are a no brainer.

From the author’s point of view, continuing an existing story provides the benefit that a portion of the work is already done. They know the context and at least one of the characters involved. So it’s no surprise that both Dickens and Atwood wrote series. 

This should inspire you to reimagine your best performing content into other formats to broaden your audience.

Actionable Content Marketing Tips:

• Transform your content marketing into videos since this content format remains white hot. Also, after first posting it on your website or blog, post it on YouTube. Since YouTube will help your search findability.
   
• Create an audio version of your content marketing. This allows you to tap into the growing need for voice-first content. For example, Convince and Convert includes an audio version of every post to extend time on site.

But sometimes authors decide to take a totally different path with a new project. Here's what 3 of my marketing colleagues did:

After publishing 5 marketing books, Joe Pulizzi, the godfather of content marketing, turned to fiction writing for his wife. She's never read a book on marketing and never will. In Joe’s words:

“For some reason, I made it a mission to create and publish a book that my wife would actually read. Her favorite kind of book to read is a thriller/mystery novel. So, in January of 2018, I began my journey to write what became The Will to Die.

I finished the draft manuscript one year later and my wife was the first one to read it. Fortunately, she loved it.

All that said, I really wanted to challenge myself by writing fiction. Nonfiction writing comes fairly naturally to me.

Writing fiction was incredibly difficult. I really had to stretch myself to make the story come together. Character development actually made me feel as if I became a better person during the process.”

By contrast, Carlos Hidalgo changed his focus from how to handle your business to his personal experience. Here’s what Carlos says about his inspiration for his book, The UnAmerican Dream.

“My inspiration came from my experience as a business owner and from what I see in our overworked, “hustle first” culture in America today. Americans work more than any other country in the world.

While burnout is now an official classification of sickness, we spend more hours at work than in our relationships. I lived this lifestyle and it led to rock bottom for me.

I wrote this book to invite others to define their personal and business success differently.”

Lastly, Duct Tape’s John Jantsch used content curation to create his book, The Self-Reliant Entrepreneur: 366 Daily Meditations to Feed Your Soul and Grow Your Business. While not the type of book I usually read, I found John’s use of older American writing to inspire entrepreneurs engaging. Every time I pick it up, I find myself jumping around reading additional passages.

So how do these authors help your marketing?

• Look for writing inspiration in your personal life. Remember that the more specific you get, the more universal your writing becomes.
   
• Improve your writing by reading broadly. This is particularly true for fiction reading.

Before you leave for the holidays, make sure that you take care of your personal improvement for 2020! The best way to accomplish this is to attend conferences.

► Attend Agorapulse's Social Success Summit 2.0. It's FREE!
Just sign up before December 13th and stream the sessions.

 

► Join me at Project Voice! I'll be at this must-attend event in Chattanooga.
Why? To get the latest on how to get found in a voice-first world.

 

► Attend Social Media Marketing World, either live or virtually. While I won’t be attending this fun and information packed event live, you should put this conference on your calendar if you use social media.

 

► Go to MAICON 2020. This is THE conference to attend to get up to speed on Marketing Artificial Intelligence. This event is on my must-attend list.

Use code:  ACTIONABLE100 to save $100 when you register.

 

If you’re running an event that you would like me to speak at, please let me know. (Just hit reply to reach me.)

Shout out to new readers – Welcome and thank you for joining our community.
 

Happy Holidays,
Heidi

PS: Do you have a friend or colleague who would benefit from reading the Actionable Marketing Guide newsletter? If so would you please forward this email to them?

 

FEATURED ARTICLE: Seismic Shift Marketing

Wonder what Seismic Shift Marketing is and how it will impact your business?

Get the Seismic Marketing Shift definition, data and tips to succeed. 

 

FEATURED ARTICLE: Voice Marketing Definition

Can your audience and prospects hear you?

With more than 1 in 4 Americans using voice-enabled devices, it's time to give your brand a voice.

FEATURED ARTICLE: B2B Customers

Do you market to B2B customers?

If so, read and share this article with your colleagues.
It explains how the B2B purchase process has changed 

Heidi Cohen Around The Internet

• Heidi Cohen was featured in Onalytica’s Complete Guide To B2B Influencer Marketing. It’s jam packed with useful information you can use!
   
• Talkwalker also spotlighted Heidi Cohen in their Social Media Trends for 2020. Personally, I love what Jay Baer says about social media today. To paraphrase, social media returns to its personal communication roots. (Translation: Away from mass marketing.)

BTW—Chris Penn gave a thoughtful answer to my question about Google SEO strategies for 2020.
 

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