5 Pieces of Advice from a Marketing Team to Leadership

Brand new article from Kapost. Probably one of the best suppliers of free tutorials available.

Dear wise and illustrious CMO,

We know you’re busy. You’re rushing from meeting to meeting all day every day making sure that everything we do drives the strategic messaging of our company forward. You’re our fearless leader and we’re lucky to have you. But if you have a minute, there are a here’s some advice anyone on marketing leadership could use.

1. Talking to All Stakeholders before Making Organizational Changes Makes Us Feel Valued

We don’t expect to be consulted before every structural change, but no one likes finding out they have a new boss via Slack. Giving us a heads up on your thought processes allows us the chance to voice concerns and ask questions before the decision is set in stone.

Even if our opinions don’t sway your thinking—or if we think it’s a great idea to begin with—being in the loop builds our trust and makes us feel more secure in our jobs. No one wants to feel like the rug could be pulled out from under them at any moment.

Keeping us informed and asking for our feedback makes us confident that our needs are being considered—and that we’ll never be blindsided by sudden, top-down decisions.

2. Requests without Context Can Seem Like Busy Work

With so many balls in the air, we’re obsessive about time management. We do our best to plan every part of our workday to make sure we hit our deadlines and produce great final products. We’re proud of the work we do and like to understand how it benefits the company as a whole.

That’s why ad hoc requests are the quickest way to burn us out.

Even a seemingly small request can throw a major wrench into our plans for weeks to come. When a new assignment is handed down from above, we have to find room for it in our already busy schedules. Since your needs usually take priority, we often have to push off other projects, derailing the schedules of our collaborators and throwing strategic calendars out of whack.

What’s more, ad hoc requests often arrive with no additional insight into how they fit into a larger picture. You may have an excellent, strategic reason to ask us to produce an unplanned piece of content on the fly, but if we aren’t clued into how our work will advance a major goal, we might question whether our time is being used wisely.

A little bit of context can go a long way. Giving us an idea of how our contribution will serve as a building block for a C-level priority makes us feel like an integral part of the team—not just a worker bee.

3. Unrealistic Goals Can Lead to Unhealthy Practices

No one knows the work level we can handle better than we do. When aligning us with new goals, we appreciate the chance to tell you up-front about their feasibility. If there’s no room for dialog, one of two things is at risk of happening:

  1. We’ll drive ourselves crazy working overtime to get the job done on top of our other obligations, increasing our risk of burn out.
  2. We’ll spend our time in denial, hoping that somehow, some way, we’ll be able to get it done. By the time we realize there’s no way to finish everything, it will be too late to adjust priorities and manage the situation ahead of time.

Make sure that we as stakeholders feel confident in our ability to achieve the goals you’ve set for us. We’ll do our best work if our goals allow us to be challenged without being completely overwhelmed. Not to mention, we’ll feel much more inclined to stick around in the organization if we feel that our time is valued and that we can do great work without losing our minds.

4. We Appreciate When You Enforce Proper Change Management Practices and Documentation

Change is inevitable. In fact, we’re often the ones who want it the most. But the only thing worse than stagnation is change that is poorly managed.

If you do decide to make a shift—to a new technology, production process, etc.—we only ask that you commit. Document the new processes and hold people accountable for sticking to them. Having one foot in a new system and one in the old leaves us with the worst of both worlds.

We’re willing to embrace a new way of doing things, but only if we know you’re all in.

5. We Think of Content Operations as Content Marketing’s Older, Wiser Sibling

Over the past several years, marketers have jumped into content marketing with enthusiasm. We’ve seen the need for compelling, targeted material that guides leads from prospect to happily renewing customer. But the time has come to evolve.

Today, what we need to be successful is a content operation—that is, a set of people, processes, and tools that will enable us to strategically plan, produce, distribute, and analyze our content. A content operation will allow us to vastly improve the experience of our customers, no matter which channel or department they’re interacting with.

We know that investing the time and resources into implementing a content operation won’t be as simple as flipping a switch, but we also know that doing so is necessary if we want to keep up with—and beat—the competition.

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4 Requirements For a Best-in-Class Marketing Plan

Brand new post just published by Kapost. Probably among the most effective providers of free information on YouTube.

Last month I told you to ignore marketing trends and to put more focus on what works. Admittedly, I assumed you know what works for your organization in the first place. But here’s the deal: according to Kapost’s newest survey, most marketers are still wrapping their head around what that is exactly. While generating new leads and improving conversions are consistently top priorities for marketers, how to go about achieving those things is still up in the air.

So, let’s take a look at what the best marketers are doing to achieve great results now and how you can do more of what’s working.

1. Focus on Sales-Marketing Alignment

If people on either side of a boat are rowing in different directions, your boat goes in circles. And, sure, it feels like movement, but, ultimately, you go nowhere.

Getting sales and marketing rowing in the same direction has become a cornerstone of successful marketing programs. It’s why I insist on speaking to sales team members when putting together marketing strategies for my customers.

Alignment with sales means having a content strategy built specifically to each stage of the funnel. Once everyone’s rowing in the same direction, they’ll agree on two or three priorities, build a strategy that involves input from sales and marketing teams, and provide visibility into the entire process.

Setting up a centralized system that shows content planning, production, distribution, and analytics is a major step forward in getting everyone moving in the same direction (and one that many companies are still struggling to achieve).

2. Set Lead Generation Goals and Evaluate ROI

According to Kapost’s survey, nearly 25% of marketers don’t have metrics to assess the ROI of their marketing efforts. How can you know you’re successful if you don’t even know what you’re trying to achieve?

Now that sales and marketing are in alignment (you read above, right?), you need to have an honest discussion about what realistic lead generation goals look like. Then, tie those numbers to revenue so you have clear markers of success. You can do this by tracking four things:

  1. Revenue Driven by Marketing Leads
  2. Lead Quality
  3. Number of Leads Created
  4. Conversion Rates

Obviously, things like lead quality and driven revenue will be determined by your specific context, but conversion rates and leads created should be fairly cut and dried. And vanity metrics like traffic and time on page tell you very little, so only look at them as points of reference.

Measure what matters, starting with the four metrics listed above, and you’ll clearly justify your efforts when setting next year’s budget.

3. Establish Simple Content Organization Systems

Technology, as we know, can be a blessing and a curse. There are multiple solutions out there to solve a handful of problems we all have. On the positive side, they’re relatively cheap and easy to use. On the negative side, it means we all get shiny-object syndrome and tack on more and more. Most marketers are using too many pieces of software to be effective.

According to the survey, the best marketing programs keep it simple. They use three or fewer content organization systems.

Even this presents it’s own set of challenges, though. While the benchmark indicates we’re getting better about tagging and organizing content, there’s still a lack of visibility into how content mirrors the buyer’s journey (hint: for most, it doesn’t).

If you want to know what content is working and where your gaps are (so you can create pieces that resonate), take the time to map your buyers’ journeys, then create content to fill every stage of the process.

4. Don’t Waste Content Efforts

Without sales-marketing alignment, cooperation across departments, and visibility into content creation, everyone’s job gets harder. It becomes incredibly difficult to know when duplicate content is created or when previously created content is going unused.

The best marketers not only know what’s created in each department but are careful to minimize content waste, keeping each piece on-brand and highly leveraged.

In this sense, it becomes marketing’s role to manage, rather than create. A single point of visibility helps track who’s doing what and when.

Key Takeaways

As you make new commitments to content marketing this year, keep in mind where your own shortcomings have been, and then work to fix them.

I hope, at the very least, you’ll incorporate the four elements I’ve outlined here. And if you feel you’ve already got these four on lock, do yourself a favor and circle back. There’s no harm in making sure you’ve got the fundamentals in place too.

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Why Tron (TRX) is a Cryptocurrency Loser

Content marketing tutorials and tips.

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Why Tron (TRX) is a Cryptocurrency Loser

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How to Engage Customers during Conference Season

Brand new post released by Kapost. Probably among the most helpful sources of free information you could find.

Breathe in, breathe out, and brace yourself for conference season. Not that I have to say that—you’re already in it. The process of planning and cat wrangling is underway. You’re submitting designs, double checking internal budget, and making sure everyone knows where they need to be and when.

The chaos of conference preparation has begun.

In the whirlwind of finding your sanity and logistics, don’t forget the most important piece: your customers. Conference season is the perfect time to engage your customers outside of a traditional work setting.

It’s your chance to shine and stand out from the rest while building a personal relationship with your customers.

Engage Your Customers before the Conference

Don’t wait for the conference to engage your customers—start ahead of time. Not only will they see what a rockstar planner you are, but they’ll also have you imprinted in their mind before other companies even touch them.

Send an email ahead of time to see if they’re attending. It doesn’t have to be complicated. Here’s a template:

Hi there [first name],

[Month] seems so far away, but we’re excited about [the conference]. [Company name] has a booth and would love for you stop by for special customer swag and a chance to connect face to face.

Will you or your team be attending?


It’s that easy. Your first touch to see if they’ll be attending and encouraging them to stop by. If they aren’t attending, send them some swag or a discount code to attend. The follow-up shows you’re sincere and not mass marketing because nobody likes to be just another face in the crowd.

Mail Campaign

Remember the feeling of getting real mail sent to you? Not just another credit card statement or water bill. Give that feeling to your customer, and mail them something worth opening.

For example, we’re sponsoring the SiriusDecisions Summit this year. Since it’s in Vegas, we thought, why not send something to get our customers amped for the trip? So, we’re sending customers a Vegas chic dinner invitation (professionally printed on linen paper) and a poker chip to redeem for VIP swag at our booth. Bring on Vegas, baby!

The catch? They have to stop by our booth to redeem the poker chip for swag—this gets people planning to stop by the booth before the conference even begins.

Don't forget your customers when you plan for marketing conference season

Engage Your Team

Here is the cat wrangling. It’s just as important to engage your internal team before the event. That way, you present a cohesive, we-have-it-together vibe in front of your customers. And ideally, you actually do have it together!

Our team is getting organized by having each department decide who’s attending, by distributing an internal guide with all the details from how to book the cheapest hotel room to the schedule for manning the booth (because you’d better believe nobody gets a free pass on that), and by following up with an education session on what to expect.

Those are only the high level details, and once those are in place, there’s room for the small details that make a huge difference. Like name tags. Your name is on a lot of emails, but that doesn’t mean people know your face. Identifying you by name will help customers and prospects alike feel comfortable going up to the booth to say,”Hi, I love what you wrote about la-de-da the other day…”

Engaging your team will help you better engage customers and prospects as a united front.

Then, Get Your Game Face on—It’s Conference Time

And by that I mean, put on a smile and get excited about getting facetime with customers. This is your chance to make a lasting impact.


First, let’s talk about swag and making it good. 70% of conference swag gets thrown away within a week. Sure, I made up that statistic, but think of how much swag you’ve tossed or haven’t even bothered to pick up.

Think about what’s useful and can fit in suitcases. Technology is affordable these days—from portable power banks to bluetooth speakers. Both can be used immediately.

Not to mention, taking care of your customer. Tissues, chapstick, and other small essentials they might have forgotten to pack. Providing the right kind of support at the right time can become a story. “I had dry lips when I stopped by the booth…” Okay, not a great story, but memorable nonetheless.

Special Event

Make your customer the VIP and invite them to an event. The feedback I receive the most from customers is, “We want to talk to each other.” Make that happen while they’re already together at an industry conference. It drops down your cost and helps them connect; they already have something in common.

A dinner done well is great and lets folks unwind after along day. Don’t have the budget? Coffee can give a good opportunity for a small roundtable without hitting the wallet too hard.

Have an Interactive Booth

It’s awkward to be a conference, hanging around a booth with nothing to do after exhausting conversation topics with the sponsors. Give people a reason to be there! Let them spin the wheel to get a prize, play the Plinko board, watch a video. Or, even write a review for you!

This leads me back to connecting beforehand—let customers know what you have going on at your booth before the conference even starts. That way you become part of their plan from the get-go.

Big Sigh and Follow-Up

It’s over. Breath and feel your shoulders sink down several inches as the adrenaline that kept you going fades.

Once you have a precious moment to yourself, reach out to the customers you chatted with. I recommend keeping a notebook documenting interactions during the event to make them easier to recall after the fact.

Then, a few days after getting home, handwrite your top customers a card about how great it was to see them. Include a personalized reference to your conversation. The conference took them away from work, too, and the card will be a nice reminder of why it was worth it.

As you get back to your daily tasks, don’t forget to continue following up with your customers throughout the year. Send them a blog post based on their interests, just to let them know you’re thinking of them. The few minutes it takes to do that can turn into great ROI as they renew their contract and their partnership with you.

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Why Monero is a Cryptocurrency Winner

Content marketing new & views.

The next video training was first provided courtesy of the Fanatics Media YouTube channel. They frequently provide you with information material of the finest quality consequently they are among my must-follow YouTube channels. I think you’ll enjoy.

Why Monero is a Cryptocurrency Winner

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Marketers Pay Attention: Millennials and TV Ads

Content marketing news and views.

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Marketers Pay Attention: Millennials and TV Ads

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Dominate SEO Rankings with Great Content

A lot of rumors are flying around the net saying that it is now almost impossible to rank high on the Search Engine Ranking Pages (SERP). Well, it is not true! One of the most reliable methods that can greatly help websites rank high in search engine rankings is still working —and that is creating high-quality content. Yes, you can still dominate the SEO rankings by regularly producing great content.

Is Content Still King?


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