Traditional marketing and content marketing have something important in common.
In order to get the business results you want — more leads, sales, and profits — you have to do them consistently over time.
In traditional marketing, you don’t place one ad or send out one brochure and think your work is done.
And in content marketing, you can’t write five blog posts or record three podcast episodes and expect them to transform your profits.
If you want content to grow your business, you have to produce it regularly. I compared it to a hamster wheel here.
It’s a lot of work, and you have to keep it up. That’s why I recommend adopting the lazy person’s approach to content marketing.
Surprised? There’s a lot we can learn from lazy people.
Lazy people embrace systems that make their lives easier
I’m not one of those people who hops out of bed in the morning, ready to take on the day.
I’m more like one of those people who needs to avoid conversation or writing emails until I have at least one cup of coffee in me.
I wake up groggy and not completely with it. And I’ve learned to work around this with a little system.
In my kitchen, right where I can see it when I walk in, I have all my coffee gear set up in one place. The coffee, the fresh coffee filters, the mugs, and the sweetener options are all within a three-foot radius. When I wake up, I only need
If you don’t have goals, you are not doing digital analytics. You are doing i am wasting earth’s precious oxygenalytics.
Let’s back up. Let me start with a story.
We were brain storming about the next cluster of coolness for Analytics, the conversation quickly went to what Analysts need to look at on a daily, weekly and monthly basis. I started to outline a simple framework that stated that no one should look at anything daily (that should all be automated and run off automated or custom set thresholds – things don’t really change materially on a daily basis), weekly should be based on stuff that borders reporting squirrel work and pinches of analysis ninja work, and monthly…. well super analysis ninja stuff. And, then I started to redefine what daily, weekly and monthly even means. From there, it is only a hop, skip and jump to the most deadly question in analytics….
What’s the business solving for?
Everything came to a screeching halt. This beautiful daily, weekly, monthly blog post I was drafting in my head to share my excitement with you about thinking analysis differently went poof.
It pains me how critical it is to know what the heck we are solving for with our analytics, and how few people identify goals for their website (mobile or desktop). The reason is simple: If you don’t know where you are going, you’ll get somewhere and you’ll be miserable.
We see this everyday. “Analysts” spewing data out left right and center, after spending so much time tagging and re-tagging and Google Tag Managering. Yet, few Marketers or executives take them seriously (because they don’t know what the heck all that means to the business
Blog posts. Case studies.
Email drip campaigns.
Is it just me, or is everyone scrambling to add to the deluge of long content in an effort to attract new readers, additional email subscribers, and more leads that can be turned into customers?
Given the still growing popularity of inbound marketing, the flood of content promises to get even bigger.
Of course, there’s a good reason for the deluge: It works.
According to HubSpot’s latest State of Inbound industry report:
“Inbound campaigns achieve higher ROI than outbound. This holds true across different company sizes and budgets…
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It’s 2016, and Skynet doesn’t need to send Terminators to wipe us out. A new gaming app ought to do the trick.
I’ve seen the best minds of my generation destroyed, made starving and hysterical by Kim and Amber posting a selfie.
The over-the-top tomfoolery of the current election in the U.S. The crumbling of even minimal scientific literacy. The Kardashians.
We’re living in a culture that can’t stop asking if it can haz cheezburger, and it is rendering us … stupid.
Right? Wrong? Maybe.
Yes, we are distracted
And yes, that’s a problem.
I asked the most “plugged-in” person I know, Howard Rheingold — he’s Distinguished Fellow at the Institute for the Future, as well as a Studied Lecturer on Virtual Community/Social Media at Stanford — what he thinks about social media distraction.
Here’s what he had to say about it:
It’s legitimate to claim that our use of social media may be making us shallow, and it’s hard to dispute the finding of [the] Pew Internet and American Life survey that one in six Americans admit to bumping into someone or something while texting and walking …
If there’s ever a reason not to text and walk here it is. pic.twitter.com/wFXmgwEvpr
— The Darwin Awards (@AwardsDarwin) February 3, 2016
If you’re looking for reason to despair at the future of our civilization, all you need to do is get into a car. The roads are blocked with drivers pulling ever-more random moves while updating Periscope and playing game after game of
You’ve heard it a million times: you have to “do” more content marketing.
So you do it.
Or try to.
You write blog posts, you post all over social media, and you try to engage your audience anywhere and everywhere you can find them.
But while everyone else is talking about their killer results, you’re getting hassles and headaches. Certainly no results.
So you stop content marketing entirely. And you think that’s a good call… until you read someone else’s post about how absolutely incredibly wonderfully powerful content marketing is and how, if you’re
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It’s podcast time again my friends, and in this episode of Mad Marketing we’ll be discussing a variety of areas: Understanding the difference between giving a breakout vs a keynote in public speaking Knowing when and when not to use video while giving a presentation The Power of Assignment Selling and using video content early…
The post Mad Marketing 88: Speaking Tips, Business Pivots, and Embracing Video Content in 2016 appeared first on The Sales Lion by Marcus Sheridan.
In January, we launched a Copyblogger Content Challenge mini course. It was designed to help you understand, build, and improve cornerstone content pages.
The response was immense: Almost 4,000 people signed up and in just a couple days the forum was bristling with people posting questions, comments, and replies. We were throwing back the jitter juice morning, noon, and night to stay on top of all the activity.
Now, one of the original reasons for launching this program was to teach the importance of cornerstone content pages.
And one of the most common questions that popped up on day two of this mini course was: what’s the difference between a cornerstone content page and a blog post?
Great question, and fortunately, it’s pretty easy to answer with a simple illustration. But we need to deal with another issue first.
Cornerstone content death match: page versus post
And that issue is: “Should cornerstone content be created as pages or posts? And does it matter?”
Yes, it matters, Mr. and Ms. Content Marketer! Let me explain.
Content management platforms, like WordPress or our handy more-power-less-hassle Rainmaker Platform, make publishing content on the web pretty darn easy. And they give you a lot of options.
One of those options is the opportunity to create either pages or posts. This is what it looks like inside the Rainmaker Platform:
As you can see, publishing a page or post is pretty straightforward. Just choose “New” in either case, and start writing.
Conventional advice says that your About, Contact, and Portfolio
Editor’s Note: For all you audiophiles out there, we are pleased to begin syndicating Rainmaker Rewind, a quick, curated look at top picks of the week from Rainmaker.FM!
This week’s edition of Rewind features our recent interview with Emma Donoghue, Oscar nominee and author/screenwriter of Room.
In this episode of “The Writer Files,” international bestselling author and critically acclaimed screenwriter Emma Donoghue chats with host Kelton Reid about her writing process and adapting her best-known work into an award-winning movie.
In addition to writing for the screen, stage, and radio over her prolific career, this multi-genre author has had her popular fiction translated into more than 40 languages.
Her 2010 novel Room was shortlisted for the Man Booker Prize and won a New York Times Book of the Year award, among others.
The film adaptation of the book has been nominated for four Oscars — including Best Adapted Screenplay — for Ms. Donoghue’s stunning first full-length script.
Listen in to Parts One and Two at the links below:
The Writer Files: Emma Donoghue, Part One
The Writer Files: Emma Donoghue, Part Two
But wait, there’s (a lot) more!
From the beginning (almost one year ago!) of Rainmaker.FM, we’ve been producing up to six incredible podcast episodes a day, four days a week.
That’s a lot of content to select just one favorite per week from, so here are two more picks from the last few days to keep you going through the week:
Amy Harrison studies a framework for creating content that helps your customer
“Da” was the first pronoun I used to refer to myself as a small child. I think I was trying to say “I,” but I overcomplicated the word.
At any rate, whenever I encountered a new or challenging task — like growing human beings do — I would say out loud:
“Now how Da do dis?” (Translation: How do I do this?)
It became a running joke in my family, and it’s a phrase I still use today. When I sat down to write this article, I said to myself, “Now how Da do dis?” I say it to myself every time I write.
Ideally, content marketers of all levels are impassioned and driven, but beginners tend to be an especially enthusiastic bunch. There are so many possibilities and you want to explore them all. You know you can master content marketing; you just need to figure out how.
This week’s Copyblogger Collection is a series of three handpicked articles that will show you:
How to take advantage of exactly where you are right now
How to transform your business with a well-built brand statement
How to use specificity to build a profitable audience
As you work your way through the material below, think of the following lessons as a mini content marketing course for beginners.
5 Things to Take Advantage of When You’re Starting Something New
Your vision of success may look like having a large audience that helps sustain your business. That’s a smart goal, and there’s nothing wrong with it.
The Hubcast 80: Inbound Events 2016, Customer Feedback & Pausing Social Media Welcome back to The Hubcast, folks: A weekly podcast all about HubSpot news, tips, and tricks. Please also note the extensive show notes below, including some new HubSpot video tutorials created by George Thomas. HubSpot Strategy …
The post The Hubcast 80: Inbound Events 2016, Customer Feedback & Pausing Social Media appeared first on The Sales Lion by Marcus Sheridan.