Marketer-to-marketer - #m2m

On this episode of Marketer-to-Marketer, Jessica Best, Douglas Burdett, Andrea Ames, and Vishal Khanna sit down to discuss customer experiences and how the marketing team can shape them for the best possible result.https://emktr.co/m2m0204

Have you ever sat on the Content Marketing World website, reviewing the sessions and speakers, but find yourself not sure if you should go? Maybe you are unsure how you will convince your boss that this is the event for you.Before our first Content Marketing World, we were unsure if the value would be there as well because it is not like any other event. It looks like it would be more about fun, than education. All the photos are orange, people are smiling and having a great time, and their keynoters are famous actors and actresses, writers, and influencers we all know. That has to be a place where “business people” go to get away from their families and work, and just have a vacation. However, the event is an amazing mix of education, networking, and fun. Since we started attending this event, we have been back every year and already have our tickets for 2019!On this episode of Marketer-to-Marketer, Joe Pulizzi, Leah Hammes, Demian Ross, and Melanie Deziel chat about their Content Marketing World exper

What is the next big thing in the boundless world of content marketing? Where do we go from here?Marketing is moving towards interactive vs. interruptive content. Intelligence over aggression is becoming the standard for our ever more discerning customers. It can be easy to get lost in creating vanity content, but sometimes a back to the basics approach, adapted to new media, leads to increased ROI. Going beyond text in your content marketing does not mean you can lose sight of your mission: to provide the consumer with brand building material. We must adapt to the ever evolving climate while sticking to what works.There seem to be two camps formed in content marketing: "home run hitters", and "10% optimizers". While both will flow money to the bottom line: not all marketers are multi-faceted. Splintering of techniques will give you a myriad of content to present to your clients. While your corporate identity and compass should be cohesive, fluidity within that structure is paramount.As your brand grows, a co

This week, our team is excited to present the first episode of our hit podcast, Marketer-to-Marketer. Do you like vertical video? What types of content do you prefer when engaging with Live video? These are just some of the question and topic we cover as this panel of four dive deeper into the topic of Video Marketing.Our hosts include: Andrew Davis, Keynote Speaker and Founder of Monumental Shift, Britta Schellenberg, VP of Brand Marketing, Brightcove, Jessie O’Donnell, Influencer Relations Coordinator, TechSmith, and Jeff Julian, CEO / Co-founder of Enterprise MarketerFull Show Notes and Transcripts: https://emktr.co/m2m02-01

What happens when Content Marketing works? We are not talking about just getting subscribers, but truly being known as one of the best resources in the world for your niche. Everything you dreamed of will come true, right? Your business will get so many leads you will see rapid growth, you get invited to speak at industry conferences all the time, and you have more flexibility to create content the way you want. It really can be great, but there are issues.Sometimes the thing you are known for becomes something not to be known for anymore. Maybe it isn’t great to be known as the Direct Marketing gal anymore and you want to pivot. In this episode, Melanie Deziel, the Native Advertising gal, and Jay Acunzo, the Podcast guy, join the show to talk about the evolution of their brands and the ways they have included frequent pivots to ensure they are not isolated into a single bucket during their growth as content creators.------This has been an excellent season and we are looking forward to launching more sh

Can you create a podcast with only audio and never incorporate video? Absolutely, this has been proven with the adoption of radio in the 1900s and the resurgence of audio podcasts with mobile phones. What about creating a video without audio? Sure! Although it would not be the norm, many people prefer to watch videos online without the audio using closed or open captions to read the content. And finally, do you even need audio or video in your content marketing? Nope, a blog, article, or book is a great way to reach people who like or prefer reading content.However, what happens when you mix the three together? Magic!In this episode, we will demonstrate, and Matt Pierce and Pamela Muldoon will discuss, how using video and audio together can be the approach you have been looking for with your next Content Marketing pivot.Full Show: https://enterprisemarketer.com/podcasts/m2m/season-01-show-15/

Thankfully, many marketers have converted to the “dark side” and went into Content Marketing for large companies, to the benefit to our industry as a whole. This shift has helps us understand the relationship between sales and marketing, allowed us to dive deeper into the story, and make us aware of the need to communicate more with our customers and beyond just transactional emails. Heidi sums it up quite nicely by saying, “At the end of the day, it's about, what are your business goals? What are the metrics associated with it? Who's your audience? And what is the context of the landscape? Right?”In this episode, Heidi Cohen and Nicole Mills discuss pulling from journalism to do Content Marketing better in the enterprise.https://enterprisemarketer.com/podcasts/m2m/season-01-show-14/

Have you ever sat down and watched how your children or grandchildren consume content? What is their favorite type to use for entertainment? What about education? If you are seeing what I am seeing, the results are detrimental compared to the types of content we are creating today.You see, text-based long-form content drives most Content Marketing efforts. This is the same type of content we used in the late 90s and early 00s when we were establishing web technologies because we were not able to do anything else at scale. Today, we can stream rich-media entertainment and interactive educational content all over the world, to many diverse audiences, and yet we chose to launch a blog rather than a hub for blended content.Then, what about the tools we use. Do you consistently fight with your IT teams to strive to get the latest and greatest CMS or CRM systems to make sure you can leverage all the new AI tools for increasing engagement? Are all your systems connected and sharing data? Likely, your IT team

Is fear holding you back for being honest about the effectiveness of your content? If so, you are not alone. In this episode, Andrea Ames and Bert Van Loon walk through the history of content in their fields and how re-engineering your focus and skillset can be the best path into your marketing success. https://enterprisemarketer.com/podcasts/m2m/season-01-show-12/

From 2016 to today, two of the top ten buzzwords in Digitial Marketing have been Native Advertising and Artificial Intelligence. They are very important topics and will help drive the future of Digital Marketing as we know it. However, for most marketers, and those who are attempting to reach marketers with online content, these two topics are misunderstood. In this episode of Marketer-to-Marketer, Chad Pollit, Author of the Native Advertising Manifesto, and Paul Roetzer, CEO of PR 20/20, dive deeper into these topics and give us a State of the Field for each Native Advertising and AI. The conversation does a great job and driving insights and connecting these topics together in the context of Content Marketing.Full Show: https://enterprisemarketer.com/podcasts/m2m/season-01-show-11/Transcript:- Yeah, you got me doubled up. You got me doubled up. So we've been in this space a long time, we've dealt with lots of different companies from SNBS to enterprise companies and we've seen the evolution of marketing

As we dive deeper into the topic of Global Content Marketing, we start to run into problems that will need to be solved beyond translation and context. These problems include the software platforms you use, the strategies you deploy, the content creation workflow you select, and how you communicate during the day. In this episode, Pam Didner and Rebecca Lieb dive into the problems teams face with Global Content Marketing efforts and some solutions they might use to resolve them.---------------------------------------------Pam Didner BiographyPam Didner is a marketing consultant, author, and speaker, whose international book, “Global Content Marketing”, is the first to offer an accessible, comprehensive process to scale content across regions. During her tenure at Intel, she led enterprise product launches and worldwide marketing campaigns as a global integrated marketing strategist. She has been a repeat speaker, and workshop presenter at several highly regarded events around the world.----------------------

Doug and Kelly quickly jump on an interesting topic that most American marketers don’t think about, the acceptable use of the English language in Content Marketing. If you are like our team, getting out of the states is not a regular occurrence and interacting with anyone from another language or country can be a difficult task. As Doug notes, we have become so self-centered as Americans that we expect the world to be just like us. Because of this, the rest of the world has had to shift the approach to the languages they use, and English becomes the defacto second language. The big question for us is what form of English?In this show, Doug Kessler, an American in England, and Kelly Hungerford, an American in Switzerland, discuss the topic of Global Content Marketing with English at the core and several other Ex-Pat topics you won’t want to miss.Biography: Kelly HungerfordI’m a native Californian working with European brands leading digital transformation initiatives, programs, and digital marketing projec

So many of us marketers, myself included, continue to kid ourselves when they measure the effectiveness of their efforts. We can easily see a few sign ups here, a few views there, and top it off with social engagement from an "influencer" and we feel we are winning! But often we find at the end of the day that we did not sell one more product or drive revenue to the business in any way. Getting your message out is hard, and generating leads from content is even harder. For David and Newell, two executives in the marketing industry, they have faced these challenges and more for decades. In this episode, we learn a little more about the products that Netline and Fabl offer to marketers, sales folks, and creatives to allow them to collaborate on amazing content and generate leads with that content. Full Show: https://enterprisemarketer.com/podcasts/m2m/season-01-show-08/

Matt Heinz, President and Founder of Heinz Marketing Inc., and Katrina Neal, Content Marketing Evangelist for LinkedIn, work their way through the tough subjects of building relationships and change adoption in organizations; how tools can help – and hurt – organizations trying to create and improve processes. In the end, it all comes down to the humans you are working with.Organizations face considerable struggles in getting even their leaders to think differently when adopting change. Matt describes his experience with an executive who was worried about changing his processes for his team because it would require them to consider the monetary outcome: “You'll have a CMO that is just deathly afraid of being responsible for anything related to the money. [They’ll say], “I don't control when the deal closes.” Well, your sales team doesn't really control that either, so, let's take control off the table and just try to focus on the same goal.”In her many years at Cisco, Katrina used tools to improve efficiency

Every year in digital marketing things change. The way we use Social Media changes, the way we reach customers changes, the way our audience interacts with our content changes. In the software industry, things change at an even more rapid pace. If you deployed a mobile application six months ago, there is a good chance the platform has had a significant overhaul since then. If you launched a brand new Sitecore 8.0 site, guess what, Sitecore 9.0 is out with all new features and benefits. All this change makes our fears climb continuously. Are we doing it right? Do we have the right team? Can we make an impact?This is where Content Marketing, Agile Marketing, and a stable Content Marketing Platform comes in handy. Content Marketing helps you build the long-term rhythms for creating an audience and not restarting all the time. Agile Marketing gives you for data and adaption you need to make pivots and know the health of the team. And an excellent Content Marketing platform will help you stay on top of

Ardath Albee of Marketing Interactions and Andy Crestodina of Orbit Media delve into the content marketing bottom-line in this week’s episode of Marketer-to-Marketer.Ardath, an evangelist for quality and empathy, points out the importance of knowing where to invest resources in developing strategic content: “Most of the investment is the front end. So, [you invest in building] the personas to develop the right content marketing strategy and then the story line, and developing all that content that creates the initial engagement that you can then build off of. Most of my clients already have the technology they just may not be using it the in most optimal way. But you have to have that foundation of the personas and the content and the story in order to put the rest of it together.” This foundation allows for the development of more impactful content.Andy is constantly gathering data to iterate and improve upon his results, including data to understand where high performing, in-depth content can help the SEO o

Influencer marketing is not just for B2C marketers. From an influencer marketer for a global software company to a one-man marketing team and influencer for a company that’s changing the way patients take their medicine, this episode features two marketers working for very different companies and using similar tactics.Amisha Gandhi, Head of Global Influencer Marketing at SAP, generates leads through influencers: “Certainly we have PR, we have AR, we have some of this awareness building, branding. That's all awareness: top of funnel activities. How can you turn influencer marketing into demand gen? That's really the heart of our program because that's where we can really help. I really believe that influencer marketing can move sales. Having found the right influencers, we try to create a community around a topic.”Vishal Khanna was named Content Marketer of the Year in 2015 and is the Head of Marketing at HealthPrize. HealthPrize has done its own share of influencer marketing: “My company creates gamification

Video marketing is no longer the future, it is the now, and it’s becoming more and more attainable according to this week’s hosts, Marcus Sheridan and Sherri Powers. Marcus is the Founder and CEO of The Sales Lion and Sherri Powers is the Director of Marketing at TechSmith Corporation.Marcus works to share with his audience the basics of video marketing so that they can meet consumer’s expectations. “If you say, "It's our people that make us different," it doesn't matter because everybody else in the marketplace is saying it. Unless you show it, it's not true. Or if you say, "Our product or service is the best," doesn't matter because everybody else is also saying it. Unless we show it, it's not true.”Marcus gives us some Video Marketing tips on his Sales Lion Youtube channel.Sherri believes that the key to successful video content lies in authenticity: “One of the biggest hang-ups I see marketers having in creating video is the fear that it had to be perfect. Or that a video's not a video if it's not perfect

Every engagement in content is a ‘vote’. The reader or user engages with the content and tells the marketer, “I want more of this.” But what if the content that your audience wants more of isn’t necessarily the type of content you want them to want.For Marcia Francis, Digital Marketing Manager at the University of Kansas Health System, and Amanda Todorovich, Director of Content at the Cleveland Clinic, content serves a different purpose than for some marketers.Amanda explains: “…We can't, as marketers in healthcare, create demand for our services. People are sick or they're not, they need surgery or they don't. It’s about that content that makes people … feel like they can trust our brand, like they can turn to us in their time of need. At the same time, I think a more important part of our mix today has become more wellness-oriented content: helping people stay healthy. [It’s] a really weird dynamic as a healthcare marketer. We don't make money unless you're in our facilities, but the reality is [we need] to

Marketer to Marketeer: On their one-year friend-a-versary, we brought Margaret Magnarelli and Mark Masters in front of a camera to get scrappy about marketing: no rules. Well, some rules.Margaret, Managing Editor and Content Director at Monster.com subscribes to employing empathy while creating content. "I feel like in our content marketing climate right now, and in the marketing climate in general, everybody's all about personas and journey-based marketing. Sometimes I fear that that oversimplifies the human experience and we've taken human experience down to, "We have four people and this is what Maria does," and human experience is so much more varied than that. People can come to job seeking for so many different reasons."Mark, owner of The ID Group, thinks that's just too easy. "[What pulls] us all together is so different, so [content] has to come from the message that we curate, create, and distribute rather than thinking we've got to start with "your passion"; you've got to start with "your soul"....I