The 79-Year Master Plan for Becoming Unforgettable

During his career he was loved, hated, admired, dissed, fought over … but never ignored.
His name? Pablo Diego José Francisco de Paula Juan Nepomuceno María de los Remedios Cipriano de la Santísima Trinidad Ruiz y …
Picasso.
Anybody with a name like that was bound to lead a big, bold, messy life, and Picasso did exactly that.
I have to confess that I’ve had a creative crush on him ever since I first encountered his work in my college art history class.
But it wasn’t until I stood in front of piece after piece of his art that I learned the most important lesson Picasso ever taught me — and how it applies to content marketing.
I’ll get to that.
First, let’s talk about a few other digital marketing and sales lessons I’ve gleaned from the life of this amazing, torrential painter.
Change your game, because the game is always changing
If you know anything about Picasso, you might have heard of his “periods.”
There’s the Blue Period. The Rose Period. The Cubist and Surrealist periods.
He was always searching, never satisfied.
He’d start out creating works in one style. Those paintings would find a market and they’d sell. Then he’d drop that style and start experimenting with a new one.
The way we do business online is perpetually changing, and we’re all in the process of mastering new ways of working.
Experimenting with unfamiliar mediums like on-demand audio content might send you straight into unknown territory.
Jumping into that new social media platform may seem pointless and

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Why a Comprehensive Content Strategy Includes Podcasting

What if there was a way to cut through the noise, get noticed, and make a real connection with your audience?
For many businesses, on-demand audio content is the way to do just that.
Podcasting is gaining in popularity, as you may have noticed, but the medium is not oversaturated.
There’s still plenty of room in the market for you, so don’t worry that you’re too late to get started.
It could be argued that podcasting is not right for every business. It could also be argued that blogging is not right for all businesses.
Yet, if your business takes content marketing seriously, then podcasting can be a strong component of your content strategy.
Here are four reasons to embrace podcasting as an integral part of your strategy.
1. Expand your reach
2015 was the year podcasting made its way toward the mainstream.
Edison Research has reported that one-third of all Americans 12 years of age and older have listened to at least one podcast. If there are still two-thirds of the population remaining who haven’t explored podcasts yet, then there are lots of new ears to reach.
The best time to start a podcast was four years ago. The second best time is now.
The sheer number of people listening to podcasts — and the even greater number of people still to discover the medium — makes podcasting an essential part of any content strategy.
With new cars starting to roll off the assembly line with podcast players installed in them, and both

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What is the difference between a HubSpot smart list and a static list

Creating HubSpot lists are an important way to segment the contacts in your database allowing you to customize workflows/email drip campaigns that only get delivered to the best fit recipients. However, there are a few important distinctions to make when creating a new list: Should the list be static, or should it …
The post What is the difference between a HubSpot smart list and a static list appeared first on The Sales Lion by Marcus Sheridan.

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Why None of this Stuff Matters if You Don’t Truly “Know” Your Customer

I’ve noticed something more and more over the past couple of years when it comes to why companies fail to truly make headway online—be it with Inbound, Content Marketing, Social, etc. And here it is: They don’t truly know their customer. They don’t think like them. They don’t appreciate what they’re going through (the buyer’s…
The post Why None of this Stuff Matters if You Don’t Truly “Know” Your Customer appeared first on The Sales Lion by Marcus Sheridan.

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How to Write Conversationally: 7 Tips to Engage and Delight Your Audience

How often do you shrug your shoulders and press delete after reading a marketing email?
Many marketing messages make us cringe. They don’t sound like a human being wrote them. They don’t engage. They lack personality and feel cold-hearted.
It’s not surprising.
At school, we learned grammar rules. We learned how to write and spell, but we didn’t learn how to use language to connect with our readers. We didn’t learn how to engage, persuade, and inspire.
But readers crave a human touch.
When we read conversational content, we instantly feel a connection with the writer. We feel like we’re getting to know him. We start to like him.
As content marketers, we know this is our aim. When readers get to know, like, and trust us, we create opportunities to market our services and sell our products. We know we need to write conversationally, but how?
You might think writing in a conversational style requires recording yourself talking and typing out what you said. But have you ever seen a word-for-word transcript of an interview?
It’s full of wishy-washy words, grammar mistakes, and unfinished sentences. People rarely speak proper English when they talk. That’s normal.
Conversational text is a lot tighter than spoken language. So, writing conversationally doesn’t mean you write as you talk. Instead, edit your text so it doesn’t sound like writing.
“If it sounds like writing, I rewrite it.” – Elmore Leonard
Specific editing techniques help make your content sound more conversational.
Shall I show you

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What Is a Content Marketer?

Long ago, copywriting legend John Carlton told me that the best copywriters didn’t just master their own discipline; they also mastered related disciplines — like marketing, SEO, and negotiations.
This is true for content marketers, as well.
A content marketer is a master of many disciplines. But what exactly does that mean? What sort of disciplines and skills are we talking about? And what types of knowledge and experience are necessary to be a content marketer?
I’ll answer those questions and more, but before I do, I’ll first loosely define the term “content marketer.”
Then, I’ll tell you how I uncovered a successful content marketer’s five essential skills.
A working definition of “content marketer”
A content marketer is responsible for the planning, creating, and sharing of valuable content to attract and convert prospects into customers, and customers into repeat buyers. The type of content the content marketer shares depends upon what he sells. In other words, he educates people so that they know, like, and trust him enough to do business with him.
If a content marketer is responsible for marketing content, then let’s look at the classic definition of marketing, which involves the four P’s:

Identify, select, and develop a product
Set the price
Select the distribution channel to reach the customer where she is (place)
Plan and execute a promotion strategy

Using this model, content would be the product. The price could range from an email address (to receive blog updates, join an email newsletter) to payment for access to a content library,

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Mad Marketing 87: Jay Baer on Hugging Your Haters & His Obsession with Greatness

Jay Baer is an amazing individual. Bestselling author. World-class keynote speaker. A literal fountain of unending knowledge regarding digital, marketing, business, and more. Frankly, I knew this before our interview for this week’s episode of Mad Marketing, but my respect and admiration went to a whole new level after our conversation. Furthermore, I left feeling inspired, motivated,…
The post Mad Marketing 87: Jay Baer on Hugging Your Haters & His Obsession with Greatness appeared first on The Sales Lion by Marcus Sheridan.

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How do I add inline styling to a module in the HubSpot Design Manager

In this HubSpot Tutorial, @GeorgeBThomas takes you into HubSpot’s Design Manager tool to show you how you can tweak, alter, or edit Custom Inline Styling within the CSS Declarations of a …
The post How do I add inline styling to a module in the HubSpot Design Manager appeared first on The Sales Lion by Marcus Sheridan.

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