Heidi Cohen's Actionable Marketing Newsletter

Published: Mon, 07/27/15

actionable marketing guide

Heidi Cohen
Dear ,

It’s the middle of summer in New York City. The humidity greets you as soon as you open your front door.

The heat makes it difficult to think. You want to escape the confines of the city to clear your head and see people you haven’t visited in a while.

We’ve been lucky that my sister’s been out east for work several times this summer giving us the opportunity to see each other and visit for more than a shared meal.

My sister and I spend our time talking about our careers and lives in a way that’s very different. It’s like holding up a mirror where it talks back to you.

What does this mean for you as a marketer?

Take some time this summer to reconnect with friends and colleagues. Reach out with personal notes just to catch up—not because you need a job or a favor but because people make your life and perspective richer.

Get some distance from what you’ve been doing. Is your marketing working as planned? Do you need to make changes? Is there something holding you back?

Similarly look at what you’re doing. Does it bring you joy? If not, what can you do each day to make you feel good?

Penelope Trunk writes about this in her recent post: Don’t let your resume be a roadblock to your career. She compares people’s resumes and careers to her son’s haircut pointing out that it’s what’s left after the cut that matters.

Changing your perspective and refocusing can help you get out of your rut.​
​​​​​​This week's featured book is How to Make Powerful Speeches since many of our readers are looking to expand their offering to include speaking. Check out our interview with author Eammon O'brien: public speaking coach and founder of The Reluctant Speakers Club.

We'll be giving away one copy of How to Make Powerful Speeches to a lucky reader next week. For details and entry form, check on The Actionable Marketing Guide.

Last week, we interviewed Adele Revella, whose new book, Buyer Personas, helps marketers make decisions on what to write about, how to say it, and where to make that information available to their prospective customers.

The winner of a copy of Buyer Personas is Larry Becker. Congratulations Larry!
BTW, if you haven’t signed up yet, please join me at Content Marketing World in Cleveland this September. I’ve got some fun planned for the Social Media Track. 

Also, if you’re seeking to up your social media game, check out the Social Media Summit. It’s a great way to improve your skills without the travel expense. ​
​​​
Happy marketing,
​Heidi 

2015 CONFERENCES​

Content Marketing World 2015
Content Marketing World 2015  (September 8-11, in Cleveland.) This is a MUST attend event for every marketer. ​I'll be there. Please join me.

Act now and get $100 off of the regular registration fee!  Use promo code, Cohen, when you register.

Can't make to Cleveland this Fall. Access ICC's recordings of CMW. Get all the content when and where you want it! 


The Social Media Success Summit is open for registration. Discover how to use social media to attract and engage quality customers, and quickly grow your business at the largest Online Social Media on the planet.


RECENT POSTS ON THE ACTIONABLE MARKETING GUIDE

5 Ways To Make Your Social Media Marketing Measurable

Posted on July 24, 2015 by Heidi Cohen in Market Research Insights, Social Media

Why Social Media Metrics Are Challenged (& How To Fix Them)

Measuring social media results remains the top social media challenge for 60% of marketers according to 2015 Trust Radius research.

Despite this, marketers continue to put budget and resources against social media. Yet the inability to track results hinders 40% of marketers from getting sufficient resources.

When it comes to social media, marketers are like John Wanamaker who famously said, “Half the money I spend on [social media] is wasted; the trouble is, I don’t know which half.” Continue reading

How to Make Powerful Speeches – Book Interview

Posted on July 25, 2015 by Heidi Cohen in Communication, Performance Improvement 

Heidi Cohen Interviews Eamonn O’Brien

What’s your best piece of advice for readers looking to improve their marketing?

Beware of making assumptions. It’s difficult to influence audiences if you don’t know where they are coming from. Remember “to know” versus “to think you know”.

It’s a mistake to think your audiences will think like you do or that you instinctively know what they “should” care about, or even believe or expect.

Continue reading

HEIDI COHEN AROUND THE WEB
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Content Marketing: 11 Steps to Engage, Entertain, and Inform

Learn step by step how to keep your audience engaged, entertained, and informed with your content.

Great content isn't just about producing a well written piece. It's about addressing your audience's relevant pain points and showing that you understand their needs.
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Don't be shy to freely give away advice and information—great content always comes from the heart. If you can address the issues your customers care about most with a solution or perspective in which your company has real expertise, they tend to respond positively, becoming loyal supporters, and even evangelists.

Show content effectiveness, establish a direct connection to your reader, and grab their attention for good by engaging, entertaining, and informing them.


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