Actionable Marketing Podcast

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Synopsis

You're listening to the Actionable Marketing Podcast, powered by CoSchedule. You want to run a highly organized and productive content marketing program, but sometimes the details are so tough to navigate. Here we bring you insights from leaders in content marketing to help you run more effective content marketing campaigns.

Episodes

  • AMP182: Why Using Social Media Without Strategy is a Waste of Time and Effort With John Meese From Platform University

    AMP182: Why Using Social Media Without Strategy is a Waste of Time and Effort With John Meese From Platform University

    28/04/2020 Duration: 31min

    Everyone’s on social media, right? It may sound crazy, but that’s not exactly true. Some people delete personal and/or professional profiles to simplify marketing and grow their business. Today’s guest is John Meese from Platform University. John is one of few marketers and entrepreneurs without personal social media profiles. Why? He has his reasons. Some of the highlights of the show include: Social Media Marketing Strategy: No personal accounts, only business channels Platform University: Simplify online tactics by focusing on what generates results Training: Take expertise online via blogs, podcasts, or YouTube channel Social Media: Like it or not, or like it too much? Professional vs. Personal: What does this do for my business? For myself? Digital Detox: Focus on what you should be doing and what needs to change Social Media Accounts: Fear Of Missing Out (FOMO)? Delete by Default: Evaluate social media channels to know if they grow business Why use social media to grow business? Most visible, but not m

  • AMP181: How to Localize Your Content For International Audiences (and Why Its Important) With Adrian Cohn From Smartling

    AMP181: How to Localize Your Content For International Audiences (and Why It's Important) With Adrian Cohn From Smartling

    21/04/2020 Duration: 22min

    While staying at home and practicing social distancing due to the COVID-19 pandemic, why not learn a new skill? Translate your marketing content for international audiences. If more people can read your content, more will understand your mission and buy your products/services. Today’s guest is Adrian Cohn, Brand Strategy and Communications Director at Smartling. If you want your content to be translated accurately and resonate with customers, focus on localization. Some of the highlights of the show include: Translation and Localization: What’s the difference? Localized Experience: Where’s the best pizza or hot dog? New York or Chicago? Multiple Markets: Localize content if operating in different regions Content Localization: Speak the language to embrace local culture on product Mistakes/Myths: Scale of problem, language translators, and searchable content Audience: Who they are, what they need, where they reside, language they speak Top 3 Tips: Understand your business goals Identify staff resources to en

  • AMP180: Whats Broken With the Traditional Marketing Agency and Client Relationship Model (and How to Fix It) With John Bertino From The Agency Guy

    AMP180: What's Broken With the Traditional Marketing Agency and Client Relationship Model (and How to Fix It) With John Bertino From The Agency Guy

    14/04/2020 Duration: 37min

    Sad but true, some marketing agencies try to sell services to clients based on what’s best and most important for the agency, not their client. When and how do you know that you’ve made the mistake of partnering with the wrong agency for the wrong reasons based on what seemed like a solid sales pitch? Today’s guest is John Bertino, founder and CEO of The Agency Guy (TAG), a marketing consultancy that connects clients with agencies. John knows what it takes to create a successful client/agency relationship, and what businesses and marketers need to consider when shopping for an agency.  Some of the highlights of the show include:  TAG’s Model: Consult with brands of all sizes to demystify marketing channels Top Problems: Too many marketing teams, specialties, and biased advice Issues: Growing fast by sacrificing fundamental factors of business operations  Inexperience and Inexpensive: You get what you pay for  Education and Expectations: Talk in a transparent way, not over people's heads How to be a better cl

  • AMP179: Understanding How to Manage Remote Marketing Teams With Timur Valishev From JivoChat

    AMP179: Understanding How to Manage Remote Marketing Teams With Timur Valishev From JivoChat

    07/04/2020 Duration: 30min

    Struggling to work from home? Not sure how to adjust to a remote working lifestyle? Do you need some timely and helpful tips to stay positive and productive?  Today’s guest is Timur Valishev, co-founder and CEO of JivoChat, a simple yet comprehensive messaging chat app. Timur’s company has talented staff all over the world, so he has extensive experience with remote working and managing remote teams. Bottom Line: It works. Manage to stay alive and grow.    Some of the highlights of the show include: JivoChat: Messenger for teams to communicate with clients across all channels JivoChat’s Goal: Be more effective at handling multiple inquiries, calls, reminders Why remote staff and physical office? Temporary option turned permanent perk Competing for Talent: Option to work remotely is main way to hire the best staff Marketing in Local Markets: Working in America, Asia, Africa, and India for ROI  U.S. Market: Primary source of revenue internationally, but burns more cash Lessons Learned: Conduct as many trial-an

  • AMP178: How to Go Beyond Google and Facebook to Make Audience Research Your Contents Competitive Advantage With Rand Fishkin From Sparktoro

    AMP178: How to Go Beyond Google and Facebook to Make Audience Research Your Content's Competitive Advantage With Rand Fishkin From Sparktoro

    31/03/2020 Duration: 50min

    How can marketers make their content go beyond Google and Facebook for audience research to be a competitive advantage? The duopoly may monopolize your attention and saturate SEO and social media channels, but it doesn’t own Web and search marketing.  Today’s guest is Rand Fishkin from SparkToro. He describes problems and solutions related to audience research. Rand’s insight continues to be inspirational and instrumental in many marketers’ careers. Some of the highlights of the show include: SparkToro’s Solutions: Pay-to-play frustration? Alternative channels are available Broaden, Don’t Abandon Scope: Turbocharge marketing without spending much Find the Right People: Scrape and scroll through shares on social platforms  Speak the Language: In-jokes and memes won’t work, don’t make assumptions Avoid Potential Pitfalls: Know, understand, measure, audit competitive landscape Event Attendance for Audience Research: Don’t limit learning and consumption  Formalized Practice: Turn intelligence into product featur

  • AMP177: Which Influencer Marketing Tactics Should We Retire (and What You Should Do Instead) With Jamie Lieberman From Hashtag Legal

    AMP177: Which Influencer Marketing Tactics Should We Retire (and What You Should Do Instead) With Jamie Lieberman From Hashtag Legal

    24/03/2020 Duration: 21min

    Influencer marketing is a multi-billion-dollar industry that continues to grow and shows no signs of slowing down. It’s a direct line to your customer base to grow your brand and gain insight about your products.  Today’s guest is Jamie Lieberman, owner and founder of Hashtag Legal. Jamie describes specific do’s and don’ts of influencer marketing to avoid conflict with the Federal Trade Commission (FTC). Stay ethical and legal! Some of the highlights of the show include: Big Business: Influencer marketing shifted from blogs and brands to billions  All Parties Involved: Transactions include influencers, agencies, and brands Misconceptions: Influencers take any sponsored content and focus only on ROI Best Practices: Quality over quantity, metrics, and analytics of sponsored content Worst Tactics: FTC disclosures defeat trust between influencers and brands Getting Started: Conduct research, learn from others, and find influencers Do’s: Build authentic relationships and form true partnerships Links: Jamie Lieb

  • AMP176: Why Content Marketers Need to be Podcasting (And How to Get Started) With Craig Hewitt From Podcast Motor and Castos

    AMP176: Why Content Marketers Need to be Podcasting (And How to Get Started) With Craig Hewitt From Podcast Motor and Castos

    17/03/2020 Duration: 27min

    Why should content marketers start a podcast? How are podcasts different from other content mediums? What does it take to make podcasts possible and sustain success?  Today’s guest is Craig Hewitt from Podcast Motor and Castos. From first-hand experience, Craig understands how painful podcasting can be. It takes time, skills, and effort. He helps others get started to understand the value of podcasts. Some of the highlights of the show include: Biggest Challenges: How brands position content and podcast presence Plan Ahead: Purpose of podcast, types of content, and brand positioning Podcast Popularity: Effective content, earning potential, and making connections Branded Content vs. Content for a Brand: What’s the difference?  Podcast Perseverance: Be different to be successful or die in a sea of sameness Audience Podcast Series: How to start a podcast? How to grow an audience? Podcast Skepticism: Is it worth the investment? Why? Marketing toolbelt asset Recommended Gear: Microphone, headphones, and pop filte

  • AMP175: How to Create Successful Social Media Video Ads That Go Viral Using Quantitative Creativity With Travis Chambers From Chamber Media

    AMP175: How to Create Successful Social Media Video Ads That Go Viral Using Quantitative Creativity With Travis Chambers From Chamber Media

    10/03/2020 Duration: 28min

    How can marketers create successful social media video ads that go viral and generate intentional results via an iterative approach? There are no bad ideas! Today’s guest is Travis Chambers of Chamber Media. He describes how to infuse social media video ads by using quantitative creativity. Why? What works is usually not what you think is going to work.  Some of the highlights of the show include: Chamber Media: Creates high-production social ads to 5X brand revenue growth Chamber Media’s Secret Sauce: Create different types of profitable video ads Chambers’s Career Choice: Writing on the wall that journalism was dead and TV was too competitive; decided on digital marketing   Creative Ideation Process: 7 key foundational categories for ad types  Formulaic Output and Focus Group Feedback: Hook, problem, solution, social proof, testimonials, reviews, calls to action, and then testing, testing, testing Ad Campaign Workflow: Customer, problem, solution, product, and conversion Creative is Creative: Randomness, l

  • AMP174: How to Drive 150% Traffic Growth Using the GRAP Framework With Nadya Khoja From Venngage

    AMP174: How to Drive 150% Traffic Growth Using the GRAP Framework With Nadya Khoja From Venngage

    03/03/2020 Duration: 33min

    What is most content marketers’ biggest concern? Not getting enough traffic. The struggle is real. Why? Declining organic reach on social media and increased search competition.  Today’s guest is Nadya Khoja, Chief Growth Officer at Venngage. Nadya developed a simple yet effective process known as the Goals, Research, Authority, and Promotion (GRAP) Framework. Venngage uses it consistently to create and promote content that boosts Website traffic and delivers results.  Some of the highlights of the show include:  GRAP Framework: What it is and how it works Goals: Grow faster, get more links, and create better content for conversions Research: What is search engine optimization (SEO)? What content gets best conversion rates, drives traffic? What keywords rank? Authority: Brand mentions from credible sources, quality press links, and data-driven, unique, and compelling content Promotion: Outreach, optimization strategies, content clusters, and backlinks  Company Culture: Tie in themes and trends (i.e., Harry P

  • AMP173: How to Foster a Self-Accountable Company Culture That Gets the Most From Your Marketing Team With Wayne Mullins of Ugly Mug Marketing

    AMP173: How to Foster a Self-Accountable Company Culture That Gets the Most From Your Marketing Team With Wayne Mullins of Ugly Mug Marketing

    25/02/2020 Duration: 28min

    Do you dread going to work? Does it impact your productivity? How can companies improve their culture? It’s not about putting ping pong tables, napping pods, and laundry services in the workplace.  Today’s guest is Wayne Mullins, founder of Ugly Mug Marketing. Wayne has consulted on some of the world’s biggest brands. He has gone from being a culture skeptic to a firm believer in the power of creating self-accountable cultures to help companies achieve their full potential and productivity. Wayne provides a rational and practical way to think about company culture. Some of the highlights of the show include: Old School Approach: Results-focused marketing that goes back to the basics Components of Self-accountable Culture:  Activity and accomplishment are two different things Accountability flows from within, not from the top down Each individual’s ability to quickly and easily assess their goals Quantity vs. Quality: Improving company culture, improves company’s marketing campaign results for clients Apt

  • AMP172: How Marketers Can Identify Their Best Customers to 3X Business Growth With Katelyn Bourgoin

    AMP172: How Marketers Can Identify Their Best Customers to 3X Business Growth With Katelyn Bourgoin

    18/02/2020 Duration: 28min

    How much do you know about your customers, especially the very best ones? Companies that conduct ongoing customer research grow two to three times faster than those that don’t. How many? About 70% of companies are not doing 10 or more interviews with customers every month.  Today’s guest is Katelyn Bourgoin of Customer Camp. As a customer research expert and advocate, she explains how to gather customer data and extract useful insights from customer interviews to apply and achieve results.  Some of the highlights of the show include:  Marketer by Trade, Founder by Choice: Identify and understand your customers to make marketing and product decisions What matters most for marketers? Target customer/audience, not chasing multiple customer segments at the same time What’s holding companies back? Not focusing on right customers, or understanding how to talk about what they do to position product for purchase  Customer-Centric Opportunity: If 70% of companies aren't conducting customer research, it gives you a ch

  • AMP171: Bridging the Gap Between Content Strategy and Content Marketing With Dean Froslie From Western State Bank

    AMP171: Bridging the Gap Between Content Strategy and Content Marketing With Dean Froslie From Western State Bank

    11/02/2020 Duration: 26min

    Mentors can make a major difference in people’s careers. Always willing and able to answer questions, even after you leave a job or company. They are generous with their time to provide expert advice, insight, and guidance.  Today’s guest is Ben Sailer’s former supervisor and mentor, Dean Froslie, EVP of marketing at Western State Bank in North Dakota. Dean uses the term, Content Super Connector, as a way to bridge the gap between two worlds—content strategy and content marketing. Some of the highlights of the show include: Turning Point: Writing for digital channels should be more than cranking out copy  Converging Channels: Content is center of digital, social, and other teams  Evolution: Interpretations and arguments against content strategy meaning Content Considerations: Workflow, governance, and people are overlooked Web: Make it a better place via UX writing, content models, SEO, accessibility  Quantity over Quality: Content marketers fail to consider sustainable practices Digital Disappointments: Emp

  • AMP170: How Marketing Consultants Can Successfully Onboard Clients Onto Software Platforms (Even When Theyre Used to Using Different Tools) With Andrea Moxham from Horseshoe  Co.

    AMP170: How Marketing Consultants Can Successfully Onboard Clients Onto Software Platforms (Even When They're Used to Using Different Tools) With Andrea Moxham from Horseshoe & Co.

    04/02/2020 Duration: 22min

    Excuses, excuses. Too many tools? Too complicated? Too stressful? It takes time and help to learn how to use new software effectively, especially if you don’t use it regularly. How can marketers successfully onboard new clients and convince them to switch to new software tools and platforms?  Today’s guest is Andrea Moxham, co-founder and co-owner of Horseshoe & Co. The HubSpot consultancy and partner program member helps businesses understand how to use the comprehensive marketing automation tool to create a cohesive inbound marketing strategy.  Some of the highlights of the show include:  Common Challenges: Clients struggle to seamlessly transition to HubSpot and how to use its workflow feature  Getting Started: Audit, segment, strategize, scale, and streamline sales and marketing processes Resistance or Skepticism? HubSpot ranks highly and doesn’t need buy-in from most decision makers  Horseshoe & Co.’s Onboarding Process:  Focus solely on HubSpot Focus on customer service, sales, marketing, and

  • AMP169: How to Use Curiosity Gaps to Create Tension and Keep Customers Attention For as Long as You Want With Andrew Davis

    AMP169: How to Use Curiosity Gaps to Create Tension and Keep Customer's Attention For as Long as You Want With Andrew Davis

    28/01/2020 Duration: 29min

    Do you prefer shorter or longer content? As marketers, you can use the curiosity gap concept to attract and retain your audience’s attention.    Today’s guest is Andrew Davis, a well-respected marketing keynote speaker who helps people around the world solve marketing and business challenges. He describes how marketers can create content that encourages their customers to take action, stay engaged, and keep coming back for more. Some of the highlights of the show include: Consumer Behavior: Don’t have time or don’t make time to consume content SEO: Search engines now favor longer content not full of keywords Curiosity Gap: Void between what you know and want to know to find answers Teasers and Promos: Curiosity gaps need to be used for good, not evil by building excitement that measures up and pays off     Create curiosity gap by following Storybox Formula:  Show what audience wants Challenge solutions Show potential outcomes Reinforce results Consume content to provide feedback on curiosity gaps: When

  • AMP168: How to Start Your Own Branded Podcast From Scratch (Even Without Experience)

    AMP168: How to Start Your Own Branded Podcast From Scratch (Even Without Experience)

    21/01/2020 Duration: 26min

    Do you have a podcast? Why not? What does it take? Learn how to launch a successful podcast—no experience necessary. Just start it, and stick with it.    Today’s guest is Nathan Ellering, Head of Marketing at CoSchedule. He started the  Actionable Marketing Podcast (AMP) from scratch nearly five years ago. He shares some of the lessons he learned to help listeners create their own show. Some of the highlights of the show include:  Why launch AMP? Move beyond blog to share similar goals and solve problems Strategy: Kickstart conversations to connect with customers and industry experts Fail Fast Philosophy: Share lessons learned and mistakes made with audience How long does it take to gain traction and traffic? Long-term program that involves ratings, reviews, and subscribers Notable Names: Get great podcast guests, such as coworkers, micro-influencers, and experts with existing followers  Favorite AMP Memories: Feeling nervous to experiencing outpouring of support   Top Tips: Don’t overthink things Build in

  • AMP167: How to Unify Your Marketing Department for Effective Content Collaboration With Lindsay McGuire from Formstack

    AMP167: How to Unify Your Marketing Department for Effective Content Collaboration With Lindsay McGuire from Formstack

    14/01/2020 Duration: 34min

    What’s stopping you from reaching your goals? Are labor-intensive processes slowing you down? What processes can marketers implement to improve collaboration that makes SEO and content work?     Today’s guest is Lindsay McGuire, digital content SEO specialist at Formstack. What began as an online form builder, Formstack also offers automatic document generation, electronic signatures, bidirectional data integration software, and workflow automation. It’s not about taking things off your plate, but automating processes to free up time to do other things.  Some of the highlights of the show include: Formstack: Helps organizations take manual- and paper-based processes online to make their work more effective and efficient Two sides to her job: Content and SEO for Formstack’s blog, podcast, Website, and Webinars  Golden Equation = Appeal to search engines + high ranking + appeal to people Marketing Department Structure: Formstack values marketing and understands its benefits Sprints: Lack of scope, clarity, and

  • AMP166: Demographics + Guessing ≠ Buyer Persona: Unify Your Story With Ardath Albee From Marketing Interactions

    AMP166: Demographics + Guessing ≠ Buyer Persona: Unify Your Story With Ardath Albee From Marketing Interactions

    07/01/2020 Duration: 25min

    When was the last time you actually talked to your customers? What do they care about? What’s relevant to them? If you don’t know, you better find out. Marketers need to know and understand their audience to attract, convert, and drive profitable action from customers.     Today’s guest is Ardath Albee, CEO and B2B marketing strategist at Marketing Interactions, Inc. She is the author of, Digital Relevance: Developing Marketing Content and Strategies that Drive Results. Ardath describes how buyer persona frameworks can help unify your brand message—from marketing to sales and beyond. Some of the highlights of the show include: Buyer Persona: Composite sketch of target market based on validated commonalities for content marketing to steer productive buyer engagement Buyer Engagement: Move from problem to solution to make a purchase decision Why create buyer personas? Understand audience to create relevant content that resonates with problems they experience and what matters to them Questions for Customers: Wh

  • AMP165: Great Marketing With Poor Design Is Poor Marketing With Megan Otto From CoSchedule

    AMP165: Great Marketing With Poor Design Is Poor Marketing With Megan Otto From CoSchedule

    17/12/2019 Duration: 22min

    Marketers use key messaging and positioning to connect with target audiences and create personalized customer experiences. Design is a strategy that requires collaboration between marketing and designers to make content visually appealing.   Today’s guest is Megan Otto, marketing design lead at CoSchedule. She describes how marketing design drives brand engagement. Great marketing with poor design is poor marketing. Some of the highlights of the show include:  What makes an unforgettable brand? Relevant and consistent experiences through design to make a connection with customers across all mediums Why is design a go-to-market strategy? Design allows marketing and messaging to be seen and understood  Team of Teams: CoSchedule’s marketing and design teams focus on specific areas of expertise and effectively support other teams to ensure consistency Kickoffs to Handoffs: Determine strategy, objectives, goals, roadmap, and in-progress demos to track projects and tasks Translating Strategy into Design: How you’r

  • AMP164: They Dont Buy Because Of Demographics: Why Audience And Attitudinal Research Is Better With Susan Baier From Audience Audit

    AMP164: They Don't Buy Because Of Demographics: Why Audience And Attitudinal Research Is Better With Susan Baier From Audience Audit

    10/12/2019 Duration: 35min

    Marketers know that the value of data from the past helps them strategize for the future. However, it may be time to gather data in a different and proactive way. Why not try an organic and mathematical approach? Today’s guest is Susan Baier of Audience Audit, a marketing research company. She describes how attitudinal research can be more effective than demographics research. Susan explains the difference between audience and customer research.   Some of the highlights of the show include: Audience Audit: Attitudinal audience segmentation research that gains quantitative insight into audiences trying to be reached via marketing efforts Attitudinal Research: Understanding how opinions, assumptions, perspectives, and preconceived ideas affect purchase decisions Qualitative vs. Quantitative Research: Each offer value, including quantitative statistically significant insights of things affecting some of your audience Marketers need to answer ‘Why?’ by providing reliable data Audience Research: Only listening to

  • AMP163: Exploring The Grand Central Station Marketing Analogy (And More) With Erin Koschei From Laerdal Medical

    AMP163: Exploring The "Grand Central Station" Marketing Analogy (And More) With Erin Koschei From Laerdal Medical

    03/12/2019 Duration: 23min

    Is your marketing workflow bogged down with urgent requests, inefficient software/systems, undocumented processes, and manual tasks that could be automated? How can marketing leaders implement work management solutions to help high-performing teams, especially when it’s a matter of life or death? Today’s guest is Erin Koschei, digital marketer at Laerdal Medical. Erin describes how to efficiently and effectively manage the "Grand Central Station" marketing analogy.   Some of the highlights of the show include: Resusci Anne: Laerdal Medical creates, manufactures, and sells resuscitation mannequins and medical simulation trainers Saving More Lives: No one should die or be disabled unnecessarily Grand Central Station: Laerdal’s marketing teams communicate and collaborate on content campaign components Plan ahead by prioritizing projects based on company goals, initiatives, products, and providing the right information to customers at the right time  Flexible and Supportive Team of Friends: All hands on deck to

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