We’ve talked to a lot of smart people here on The Content Strategist. CEOs, founders, CMOs, marketing gurus. In fact, we’ve talked to so many smart people that it would take way too much time to have you go back and read through all the interviews to find the best examples of marketing wisdom.
So instead, we’ve assembled a “best of” list. Think of it as a “That’s What I Call Music Vol. 1,” except for marketing thought leadership. Fun, right?
Most marketing organizations are not set up in a way for smart people to be successful. They’re built in a old hierarchal command and control structure. “I am the head of marketing. I know more than you do about the use of this color. I know more about the use of an email. I know more about data collection than you do.”
It’s kind of a farce that you have to break down. It’s all about how you empower a team to focus on solving a problem. Not the way that marketers used to solve problems, but the way that product teams used to solve problems. If you’re a product person, you’re thinking about how to make a product better for your customer. And you’re probably using lean agile techniques and the way that you set up the KPI’s for the team are all built around how do you develop a more successful customer relationship.
In case you haven’t heard, marketing is changing dramatically, and your team should too.
The board is tired of hearing about marketing metrics. The CEO couldn’t care less about marketing metrics. We need to move beyond marketing metrics to business metrics because CMOs are now operating as growth drivers. They are looked to for top-line revenue.
According to a CMO Council/Deloitte study, CMOs are now seen as the primary drivers for growth and revenue generation—even more so than the CEO.
It all comes down to how disciplined you are gathering your data, keeping your data cleansed, and making sure your data is in a format that can be easily translated into multiple systems.
Schuck was talking about leveraging artificial intelligence, but his comment also applies to the whole marketing funnel. As software continues to drive marketing, maintaining a clear, accurate data machine is more important than ever.
If you look at how quickly you can call for an Uber or pick a movie on Netflix, our tolerance and our attention span right now as consumers is wildly, wildly, wildly shorter than it used to be. You’re dealing with a world where they’re expecting that you know who they are, you can understand their needs, and you can fulfill them in real time.
As digital titans like Amazon and Uber change how business is done, customers are setting new expectations. As a result, optimizing the customer experience has become a rallying call of sorts for marketers.
Few things in marketing are about achieving perfection. They’re largely about doing a better job than your competitors.
Marketing is a margins game. If your content only converts at a 5 percent rate, that may still be a win if your competition only converts at a 2 percent rate. Brinker is spot on that too many marketers strive for perfection instead of simply outperforming their competition.
There’s one thing that’s very loud and clear when it comes to how users are embracing Facebook Instant Articles and Google AMP, and it’s that they love speed and fast content. If users aren’t going to wait more than four hundred milliseconds for content, why would they ever wait for an ad?
Speed is a big deal, both for SEO and the customer experience. Google and Facebook—which control the majority of digital advertising—realized early on that speed would engender users to their platforms. Marketers should too.
When we have a product or idea, the whole team comes together. We’re not that linear. We don’t start with a product then move to advertising then move to content. We bring everybody together in the same room, and they start working on: What are the right choices within the three-sixty? That model then dictates what’s the right content for us to leverage.
Content can’t exist in a silo. Not surprisingly, LEGO has the right idea: Content must be an integrated, strategic process that includes the entire marketing organization.
I don’t have a secret. I just write like I talk. I think almost anyone can do it, but most people aren’t diligent enough for our trade. You know, I blogged for three or five or ten years, depending on how you measure it, with almost no one reading my work. If you show up—the same way we get good at walking, the same way we get good at talking—you can get good at it.
Good marketing often comes down to good writing. And Seth Godin knows the only way to get better at it: Write a lot.
Our philosophy is: If we build it, they won’t come. I think we never take for granted that our content is going to necessarily find that audience on its own. We all know there are too many choices and channels and ways to spend your time. You’ve got to work backwards.
Organic growth can be hard to come by as Google and Facebook change their algorithms. That’s why sophisticated distribution and sophisticated channel strategies are more important than ever.