Data Makes Content Marketing Better

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And that’s a wrap of the week ending Aug. 16, 2019

This week I’m serious about the hazard of forgetting that “buy-in” doesn’t essentially imply “all in.” I provide a contemporary tackle a information piece asking why so many content material entrepreneurs overlook one apparent (and efficient) tactic. I speak with Salesforce’s Heike Young about discovering no-cost methods to make use of knowledge in content material – and why gross sales enablement technique trumps TikTook technique each time. I level to an article that can enable you to boost your content material technique. And all that dialog will get achieved in 30 minutes.

In #WeeklyWrap podcast, @Robert_Rose says buy-in doesn’t essentially imply all in. Click To Tweet

Listen to the Weekly Wrap

A pair podcast episodes in the past, I modified up the format and size. Let’s wrap it up:

  • One deep thought (2:00): Can I or could I? Just like that poor child within the film Avalon, many people ask one after we imply the opposite. Think about getting buy-in for a brand new challenge: Are you asking permission, or just stating what you intend to do (except somebody steps in to cease you)? Either method, don’t accept a easy sure/no or cease/go. I clarify a helpful scale for pinpointing the extent of govt help to your concept – and the way it may prevent from transferring on a lukewarm sure that shortly evaporates within the first trace of finances warmth.

HANDPICKED RELATED CONTENT: Looking for Content Strategy Buy-In? Don’t Rely on the Same Old Arguments

  • A contemporary tackle the information (eight:15): In an article in Diginomica, my pal Barb Mosher Zinck asks why extra entrepreneurs aren’t utilizing unique analysis of their content material advertising. The article talks a few report from a BuzzSumo and Mantis Research examine that discovered that solely about half of content material entrepreneurs surveyed had created and printed unique analysis previously 12 months. The article goes on to checklist all of the methods unique analysis will help a content material program (there are lots of). My take: Don’t neglect qualitative analysis. Talking with prospects to identify tendencies will help you (and the enterprise at massive) in lots of extra methods.

About 50% of entrepreneurs surveyed created & printed #originalresearch previously 12 months. @buzzsumo @mantisresearch Click To Tweet

HANDPICKED RELATED CONTENT: 7 Things Successful Marketers Do With Original Research

  • This week’s individual making a distinction in content material (11:48): I’ve identified and labored with Heike Young for years, and she or he by no means fails to impress. Right now, Heike leads content material technique for retail and shopper items insights at Salesforce (which is a shopper of mine). But she’s labored on practically each type of content material conceivable throughout her Salesforce profession. Her work has been featured in Forbes, Adweek, The Wall Street Journal, and Business Insider, and she or he’s a finalist for 2019 B2B Content Marketer of the Year (winner introduced in September at Content Marketing World).

Heike’s a giant proponent of unique analysis, and she or he takes it method past the usual survey method. She and I speak about how knowledge beats opinions (at the least in some circles) and a few stunning (and surprisingly low-cost) knowledge sources that may enable you to uncover insights that can break by way of the content material noise.

#WeeklyWrap convo: @Robert_Rose & @YoungHeike speak how knowledge beats opinions & low-cost knowledge sources. Read extra Click To Tweet

We additionally speak in regards to the unbelievable energy of worker engagement with content material ­– and the enablement tips she’s realized to make content material simple for co-workers to seek out and share. Don’t miss this nice chat, then get to know Heike higher by:

  1. Reading this text about her work at Salesforce
  2. Following @YoungHeike on Twitter
  3. Checking out her articles on the Salesforce weblog


  • One content material advertising concept you should use (30:45): I’d love so that you can try a CMI article by Carmen Hill referred to as How to Make Your Bland Content Strategy Delicious. Carmen suggests, “Data-led content makes for much better stories, especially if you can personalize the message and delivery… Fortunately, you don’t have to be a data scientist, but it does require both art and science to connect the insights in your data to content and conversation.” An ideal article price studying (and technique ideas price doing).

Data-led #content material makes for higher tales, particularly when you can personalize the message & supply. @carmenhill Click To Tweet

Love for this week’s sponsor: Content Marketing World

The largest content material advertising occasion on this planet will return to Cleveland Sept. Three-6, with closing headliner Mindy Kaling. If you wish to study from and rub elbows with the very best of the very best within the content material advertising trade, this occasion is for you. Whether you’re a seasoned practitioner or a content material advertising beginner, you’ll discover your “tribe” at #CMWorld. Register right now and use code ROSE100 to avoid wasting an additional $100 off your registration.

The wrap-up

Tune in subsequent week for one more deep thought, a contemporary tackle the information, an interview with one good individual making a distinction in content material, and a terrific content material advertising concept you should use. And it’s all delivered in rather less time than it takes the Kardashians to select a battle with somebody.

If you want this weekly play on phrases, we’d positive love so that you can assessment it and share it. Hashtag us up on Twitter: #WeeklyWrap.

It’s your story. Tell it properly.

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Cover picture by Joseph Kalinowski/Content Marketing Institute

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Author: Robert Rose

Robert is the founder and chief technique officer of The Content Advisory, the schooling and consulting group for The Content Marketing Institute. Robert has labored with greater than 500 firms, together with 15 of the Fortune 100. He’s supplied content material advertising and technique recommendation for international manufacturers corresponding to Capital One, NASA, Dell, McCormick Spices, Hewlett Packard, Microsoft, and The Bill & Melinda Gates Foundation. Robert’s third guide – Killing Marketing, with co-author Joe Pulizzi has been referred to as the “book that rewrites the rules of marketing”. His second guide – Experiences: The Seventh Era of Marketing is a high vendor and has been referred to as a “treatise, and a call to arms for marketers to lead business innovation in the 21st century.” Robert’s first guide, Managing Content Marketing, spent two weeks as a high ten advertising guide on and is usually thought of to be the “owners manual” of the Content Marketing course of. You can meet up with Robert weekly on his common podcast – The Weekly Wrap. Follow him on Twitter @Robert_Rose.

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