Actionable Marketing Guide Newsletter

Published: Mon, 11/06/17

actionable marketing guide

Dear ,

Starting with the terrorist attack and ending with the NYC Marathon, last week was a rollercoaster.

As with many events in my hometown, they attract a lot of press attention.

My heart goes out to the people and their families who were killed or hurt by the terrorist driving a Home Depot truck down the bicycle path in lower Manhattan. Tuesday was a brilliant sunlight fall day like the warm September day seventeen years ago.

But my fellow New York City residents and I are resilient. We stay here to show our internal grit and our unwillingness to give into fear.I salute the New York City policeman who was able to stop but not kill the terrorist with a single bullet.

What matters in life is showing up and taking a stand!

The marathon runners echo this sentiment. They come from around the world to show what they’re made of, whether it’s to run for the gold or just to finish the race.

You don’t take marathon preparation lightly. It’s months of training that includes your running, eating and sleeping routines.

As marketers we should follow the example these runners set.

We shouldn’t sprint from one short-lived campaign to another. Instead we should have a marketing plan for the long term that’s assessed not just by the on-going work we do but also by the measurable results we reap.

I won’t sugar coat it: Marketing is a marathon. It takes lots of on-going effort.

It’s not a series of sexy high-priced advertising campaigns that win awards that you can outsource to an agency.

Rather marketing is continually maintaining your communications with your extended audience to build relationships over time. It’s about truly being an experiential brand without resorting to a promotion-only diet and heavy-handed push tactics.

Stay laser-focused on your goal to move closer step-by-step. Start by building your email list and slowly engage your community to becoming buying customers.

Two of my colleagues have marketing openings. I’m listing them here in case you or a colleague is in the market.

Please feel free to share them. These positions don’t involve headhunters or recruiters. I recommend you respond to the postings as requested since this is all the information I have.

Brian Massey is looking for a conversion scientist. (Note: This position is located in Austin, TX.) Massey’s action-oriented focus is something marketers will need as the digital market place evolves and customer retention becomes more importnat.
Lee Odden has openings at Top Rank Marketing. These positions are a wonderful opportunity to learn marketing as it’s currently practiced from the inside. Odden continues to be at the forefront of digital marketing since I first met him in 2006.

If you’re a content creator or a social media marketer, please join me at Social Media Marketing World 2018 (affiliate link) in San Diego 2/28 - 3/2. I’ll be speaking about Content Creation.This year you have a wider choice of attendance options.

Full Live Conference Pass. Allows you entry to all of the sessions and parties. It’s the traditional offering. This is good for people interested in social media who want all the networking benefits of the parties and gatherings.
Content Creator. Is tailored to content creators. Its lower price point helps content creators on a budget. It limits your attendance to creation sessions (including mine) and the general sessions.
Virtual pass. Gives you all of the conference content from the comfort of your computer. You don’t need to leave home. It saves you on travel as well as other live expenses.

Are there marketing topics that you’d like me to discuss?

If so, hit respond and let me know about them.

Happy Marketing
Heidi.

Heidi Cohen
Actionable Marketing Guide

RECENT POSTS ON THE ACTIONABLE MARKETING GUIDE

Guest Post Content Marketing: How To Build Your Business Without Pay-To-Play Tactics

Posted by Heidi Cohen in Content Marketing

Need to build your brand, thought leadership and business but don’t want to use pay-to-play tactics?

Did you know that guest post content marketing could help you accomplish this objective?

Maybe you think guest posting is only for blogs.

It’s not! Continue reading

Content Strategy – Book Interview

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Heidi Cohen Interviews Noz Urbina

Content Strategy: Connecting the dots between business, brand and benefits

Q: What’s your best piece of advice for readers looking to improve their marketing?

There are so many things wrong with marketing and content today, my best piece of advice is: be open to fundamental and deep change. Joe Pulizzi & Robert Rose just wrote a book called Killing Marketing, and in his EuroIA 2017 keynote, Lou Rosenfeld said flat out: “The traditional agency model is doomed”.

Many of us see it, but few want to admit what’s going on due to the magnitude of the implications: everything about marketing is getting a major shake-up. Get on board or get out of the way.

Content isn’t king. Keep in mind that content is only a business asset because it facilitates your audience achieving their goals.

Continue reading

2017 Blogging Research That Will Make You A Better Blogger

Posted by Heidi Cohen in Blogging, Market Research Insights

Do you still blog in your pajamas?

Personally I never have!

You may wonder why I ask.

Because Orbit Media’s 2017 Annual Blogger Survey reveals that blogs have evolved into full-fledged professional media entities. Continue reading

Brand Storytelling: 30 Ideas That Will Make Your Business Memorable

Posted by Heidi Cohen in Branding

Brand storytelling is your secret marketing weapon.

In today’s information overloaded world, stories pull your audience out of their status quo, according to story expert Robert McKee.

Your brand story must create sufficient intrigue that it yanks your reader out of his routine. Continue reading

UPCOMING EVENTS

Social Media Marketing World 2018 Social Media Marketing World 2018 is just around the corner (February 28 - March 2, 2018, at the San Diego Convention Center.)

Brought to you by Social Media Examiner, this is the conference for anyone wanting to learn how to make the most of social media and meet the companies and experts in the field.

Join me at this exciting event. Don't delay – the current promotion ends Friday!

HEIDI COHEN AROUND THE WEB

Heidi Cohen gave her insights on 2018 SEO planning in OptinMonster's post, Strategic SEO Tips From The Experts, Check it out to improve your content and social media for 2018 and beyond.
Andy Crestodina’s Orbit Media’s Blog Survey is a comprehensive look into how businesses use blogs today. It’s also well worth your time since every business (B2B, B2C, NFP or solopreneur) needs a home base. Heidi Cohen added her insights to this research.
Heidi Cohen was selected as one of 18 Digital Marketing Influencers You Need To Follow On Twitter by AdHawk. If you’re looking to fill your Twitter stream, we suggest that you check out this list.

WELL DONE WEB

BuzzSumo’s Steve Rayson beat me with his 2018 content marketing milestones. This piece is worth your time if you’re creating content marketing. Use his 10 points to improve your current content before you hit publish.

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