‘Do Less and Obsess’ & Other Observations From Ann Handley


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And that’s a wrap of the week ending Nov. 15, 2019

This week I’m enthusiastic about whether or not we will be taught to study by studying to show. I’m digging into the information that Xerox is constructing a storytelling staff. I discuss with the one and solely Ann Handley about how you can simply say no to extra content material. And I level you to the total outcomes of our newest analysis into B2B content material advertising and marketing plans and practices.

HANDPICKED RELATED CONTENT: Marketing 2030: 7 Laws for Content Marketing Success

Listen to the Weekly Wrap

Our theme this week is “docendo discimus” – by educating, we study. Let’s wrap it up.

  • One deep thought (2:30): Hire for match, practice for talent. How typically have you ever heard that recommendation as the way in which to construct a high-performing staff? The first a part of that maxim is extensively embraced. Unfortunately, the second half – the coaching – is usually missed. And that’s an important half (anybody can rent for match). When we don’t practice our hires, we’re destined to fail. I dig into my perception that those that can’t educate can’t change (and what this has to do with content material advertising and marketing).

When we don’t practice our hires, we’re destined to fail, says @Robert_Rose through @cmicontent. #WeeklyWrap Click To Tweet

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  • A contemporary tackle the information (10:30): PRWeek stories that Xerox has constructed a storytelling staff. The tech firm’s senior vice chairman, and chief communications and model officer, Anne Marie Squeo, who’s a former reporter at The Wall Street Journal, selected individuals with a journalism background for the staff, together with a former producer for ABC News, in keeping with the article.

It’s a bit early to see whether or not Xerox can efficiently practice these proficient journalists to thrive in a company tradition. But I like to see organizations like Xerox create groups to concentrate on tales moderately than but extra advertising and marketing content material.

.@Xerox is specializing in tales moderately than extra advertising and marketing #content material, says @Robert_Rose through @cmicontent. #WeeklyWrap Click To Tweet

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  • This week’s individual making a distinction in content material (13:46): This week, I’m chatting with somebody who wants no introduction to this viewers. Just in case you don’t know, Ann Handley is The Wall Street Journal best-selling creator of Everybody Writes and Content Rules. Ann speaks worldwide about how companies can escape advertising and marketing mediocrity to ignite tangible outcomes. IBM named her one of many seven individuals shaping fashionable advertising and marketing. She is the chief content material officer of MarketingProfs, a LinkedIn Influencer, a keynote speaker, a mother, a canine individual, and a author.

Ann talks with me about gradual advertising and marketing – the concept we don’t want extra content material, we have to “do less and obsess” – and different observations from the B2B Content Marketing 2020: Benchmarks, Budgets and Trends analysis we conduct with MarketingProfs.

We don’t want extra #content material, we have to “do less and obsess”, says @annhandley through @robert_rose. #WeeklyWrap Click To Tweet

Listen in, then study extra about (and from) Ann:

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  • One content material advertising and marketing concept you need to use (30:03): This week, I’d love so that you can have a look at the publish by which our fearless chief, Stephanie Stahl, digs into the outcomes of our annual B2B analysis. Stephanie’s article, 2020 B2B Content Marketing: What the Successful Do [New Research] features a ton of element that may allow you to plan for the approaching yr and study what distinguishes the highest performers within the area.

What strikes me this yr is that content material entrepreneurs are so targeted on the prime of the funnel. Few concentrate on the mid funnel or loyalty. Yet, in lots of instances, it’s simpler to indicate ROI there.

Focusing an excessive amount of on prime of funnel leaves entrepreneurs lacking simpler ROI metrics, says @Robert_Rose through @cmicontent. #WeeklyWrap Click To Tweet

Here’s a have a look at what the content material entrepreneurs who really feel most profitable do – and what those that really feel much less profitable don’t do.

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Love for this week’s sponsor: ContentTECH Summit

Content, Technology, & Strategy for Enterprise Marketers

Join me this spring at ContentTECH Summit 2020, the place we’re lining up in-depth workshops, keynote talks, and sensible displays that can assist you turn out to be a more practical, extra strategic content material marketer. You’ll get insights that can assist you present a richer expertise in your prospects and construct a extra worthwhile, stronger enterprise.

I hope to see you and your staff April 20 to 22 in San Diego. Check out the agenda and register right now.

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The wrap-up

November marks the 104th anniversary of Albert Einstein’s concept of relativity. But they advised me there’d be no math in content material – I’ll add and subtract, however graphing is the place I draw the road. Next week, I’ll supply one thought from the precise angle, a information merchandise that I’m optimistic will matter, and one tip that may persuade you that not all content material advertising and marketing issues are laborious … simply sum.

And ship it in rather less time than it takes a millennial to say … “OK boomer.”

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

It’s your story. Tell it effectively.

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Cover picture by Joseph Kalinowski/Content Marketing Institute


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 corporations, together with 15 of the Fortune 100. He’s supplied content material advertising and marketing and technique recommendation for world manufacturers resembling Capital One, NASA, Dell, McCormick Spices, Hewlett Packard, Microsoft, and The Bill & Melinda Gates Foundation. Robert’s third e-book – Killing Marketing, with co-author Joe Pulizzi has been referred to as the “book that rewrites the rules of marketing.” His second e-book – Experiences: The Seventh Era of Marketing is a prime 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 e-book, Managing Content Marketing, spent two weeks as a prime 10 advertising and marketing e-book on Amazon.com and is usually thought of to be the “owners manual” of the content material advertising and marketing course of. You can meet up with Robert on his in style podcast – The Weekly Wrap. Follow him on Twitter @Robert_Rose.

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