Dear ,
Happy Tax Day!
For most American residents, April 15th is the deadline for filing your taxes.
Whether you do them yourself or get professional help, everyone
dreads taxes.
For many, the time-consuming task of corralling the receipts and other necessary documents is the worst part.
When we need Marie Kondo’s organizational skills the most, we turn to an old fashioned cardboard shoebox approach. Whether paper or digital, we collect this information and let our accountants organize it.
Or some of us use credit cards or other payment systems for specific types of spending. In return, these financial firms provide the information we need saving us time.
As marketers we need similar collecting, organizational
and auditing skills for our content marketing since content marketing isn’t about having the most content. Rather, content marketing is about having the most effective content to drive profitable business value.
Focused on short-term needs, we often move on to the next deadline without organizing our content to maximize our investment in it for the long-term. So our content gets forgotten like our misplaced tax receipts.
But you can easily fix this!
Use the 3 step TIP Method to distribute your content.
Having gotten our taxes out of the way, my husband and I headed to the Guggenheim Museum on Saturday evening to see the af Klint exhibit. (Hat tip: Austin Kleon’s email
newsletter)
The first of exhibit of its kind outside of Sweden Hilma af Klint’s non-representational art was shown to maximum effect in the Guggenheim’s spiraled Frank
Lloyd Wright building. The exhibit covered af Klint’s work between 1905 and 1920, a relatively short period for an artist.
Despite being a graduate from Stockholm’s Royal Academy of Fine
Arts and a figurative artist Hilma af Klint created abstract, non-representational visual art.
Using a palette of bright colors, she removed ornamentation and reduced images to symbols. While her work could have been relevant to and influential for artists through the first half of the twentieth century, af Klint kept her work
from public view. As a result, the art world evolved uninfluenced by her work.
Af Klint’s understood that her work was too far ahead of her time to be appreciated. Instead she shared her notebooks selectively with individuals she believed would understand them.
Further, af Klint didn’t leave interpretation of her body of work to chance. She spent time documenting what her symbolism meant to guide future generations.
What does this mean for you as a marketer?
Focus on your brand's key symbols related your business and products.
Like af Klint, let others interpret you message, especially in today’s noisy world. Now more than ever, ensure brand consistency to build customer trust and recognition.
For the holidays next weekend, I’ll be in Chicago visiting family and friends. So there won’t be an Actionable Marketing Guide
newsletter next week.
Heidi Cohen,
Actionable Marketing Guide
Happy Marketing,
Heidi
 What 50+ of the best marketers use to manage social media content creation, distribution and
measurement.
 Since Tax Day may have you thinking about your fees, check out these pricing tips.
Taking inspiration from Hilma af Klint who worked in a largely male art world, let’s look at what women in marketing have to say about work.
What would you add to this list?
Please hit reply and let me know.
Heidi Cohen Around The Internet
Wendy Marx of Marx Communications
named Heidi Cohen as one of the top B2B marketers influencers that you need to follow. I'm sending Wendy a big tip of my hat!
Photos: Unless noted otherwise, all photos ©2019 Heidi Cohen
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