Actionable Marketing Guide Newsletter
Published: Mon, 10/24/16
actionable marketing guide
Dear I’m writing this letter on the bus home from MarketingProfs B2B Forum (#MPB2B.) I’m traveling by way of Providence, Rhode Island where my husband and I spent the post-conference weekend visiting friends. Outside my window the fall sun is quickly sinking into the Connecticut trees that line the highway. The warm oranges of the sun melt into a puddle against the stark treetops. Meanwhile, the sky turns a gray-blue as if someone’s spilled a jar of black watercolor across the top. Then the light is blotted out. When MarketingProfs B2B ends, it’s like someone turned off the lights. The MarketingProfs team forms 2 lines outside the last keynote. They cheer and high 5 everyone as they leave. This makes every attendee feel like a member of the team. It’s the one marketing conference I attend where I feel I’m home. The presenters and attendees are my “squad” in Ann Handley’s words. Whether they’re long time colleagues or new friends, I truly feel MarketingProfs B2B is a giant party at someone’s home – If you can call the Westin Seaport Boston a home. I was honored to be a part of their 10th birthaversary.
When I developed my materials, I thought I was the only one thinking about the need for marketers to extend the power of each content effort. How else do you get better content ROI? I know from personal experience. I often feel like I’m on a never-ending content marketing treadmill. As soon as one piece of content is finished, I push it into distribution. Then dive into the next project. This is a major content marketing pain point. Not just for me, but also for other marketers. When I asked the attendees in my session if they felt like they were on a content treadmill, almost everyone shook their heads in agreement. I based on my assumptions on the following 3 data points: 1. Marketers are
unsure of content success.
2. Organizational processes are inefficient.
3. Content creation exceeds use.
As my friend Michael Brenner of Marketing Insider Group is fond of saying, “behind every piece of unused content marketing is an executive who requested it.” The challenge for us as content marketers as we plan and set our budgets for 2017:
For creating long-term content annuity, I use a 5 step process to end one and done content. This makes the content creation and reuse process easy to wrap your mind around.
What surprised me was how frequently I heard a variation of this theme during MarketingProfs B2B. That’s when you know you’re onto a trend. Different people say the same thing for different reasons. Another speaker who took a similar path was Contently’s Shane Snow. He called it the content marketing flywheel. For Snow, the flywheel consists of 3 steps: create, connect and optimize. Then iterate again. Note how similar the steps are?  For you, my loyal readers, I’d like to offer you the chance to participate in my MarketingProfs B2B roundup post. This roundup isn’t focused on the MarketingProfs B2B event so you can join the fun. It’s 3 short questions. Contribute to Heidi Cohen’s MPB2B roundup. Your input is needed by November 18, 2016! BUT why wait. Just answer the questions now. If you can’t answer them all, answer those that you can. I’d be remiss if I didn’t apologize for my lack of publication last week. But alas, I ran out of time. I was off social media as well since I was focused on taking in and digesting information at MarketingProfs. I promise to be better and more consistent about my posting. If there are specific topics you’d like to know about, please drop me a line. Thank you, Happy Marketing Heidi Cohen |
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Discover the best and newest ways to market your business on Facebook, Instagram, LinkedIn, YouTube, Twitter, Pinterest and Snapchat. The event takes place March 22-24, 2017, in San Diego. Early registration discount. Act Now And Save!
Orphan Content: Are You Throwing Away Your Budget?Want To Extend Your Content Lifespan?
Before you answer, consider that 60-70% of what B2B content marketers create is orphan content. This isn’t a lone statistic. 75% of marketers use a piece of content ONLY one time according to Kapost research. Content Repromotion Plan In 5 StepsYour Content Doesn’t Get Enough Attention (Neither Does Mine)
Unlike The Donald, the master of
newsjacking according to David Meerman Scott, your content often gets lost in your audience’s social media streams and inboxes. 5 Ways Your 2016 Content Marketing Is Costing YouMissed 2016 Content Marketing Opportunities
If you’re like many of your peers, the answer is probably. Don’t worry. We’ve got you covered.
Context, Commerce and Customer: Best Practices to Exceed ExpectationsBased on the findings from an online audit of more than 170 senior marketing and commerce leaders.
But as they “work on it,” the customer has already moved on, opting to do business with brands that consistently connect and delight. The answer is not as simple as ramping up technology faster or even automating more of the engagement process. In reality, marketing and commerce teams must look at the critical intersection when people, process and platform all intersect. This is the point at which marketing becomes relevant, drives value for the company and the customer, and allows experience to become the competitive differentiator. Limited Availability – Act Now! DownloadSee More Free Offers
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