Act Like A Media Company—But Not As A Substitute For Traditional Content Marketing?
Ryan Law at Animalz addressed a topic you marketers who use your newsletter and other “‘media content’ like publications, books, podcasts, and shows content” might find interesting in his recent article The Value Arms Delivery Race.
Using brands like HubSpot, ProfitWell, and Wistia as examples, he explains how each justifies the expense of a media approach and the scenarios that make these investments make sense. But he also notes that they didn‘t start with media content, they layered it on top of their more traditional content.
Law’s current conclusion:
“And this is perhaps the best way to understand media strategies: it’s a way to build upon the success of traditional content marketing and not — yet — a substitute for it. Media is the next phase of the value-delivery arms race — but not every company needs to fight at the front line.”
My take:
I agree in theory, but I’m also watching some companies drive success by starting with a media approach—or introducing it earlier, including Refine Labs and Branch’s MobileGrowth.org, as well as creators who begin with podcasts and newsletters as they build an audience to sell to. I think it’s likely worth investing in sooner than later so that you can become a known authority earlier in the movement.
Apply These 6 Tips For A More Personable Social Media Presence
As a newsletter creator, chances are you know there’s value in vulnerability, reality, and personality. In this SmartBrief article, Ambreen Ali explains how social media works the same way and offers 6 tips to “unpolish” your social media, including “make people laugh.”
Discovered via SmartBrief on Social Business.
Snail Mail As A Marketing Strategy
When was the last time you handwrote a note? Rebecca Stewart reports that several brands are going this route to improve relationships with their customers and thank them for their loyalty.
Discovered via theCLIKK.
Marketing Attribution After iOS14
iOS14 has shaken things up for marketers, especially attribution tracking.
This Reforge piece addresses the lack of a single source of truth when it comes to attribution and encourages a combination of methods. You’ll want to set aside time to process this guide to modern attribution.
Note: a man who knows way more about attribution than I do (and one of my favorite Curated users), Alex Bauer, shared this article in his Mobile Growth News newsletter for Branch with this advice:
“My one minor quibble: the authors bucket ‘device fingerprinting’ into their Modeling category (along with MMM). This doesn‘t match reality in my experience, because fingerprinting is almost always used as an alternative to pixels/URL parameters (the authors’ Tracking category).”
Discovered via Mobile Growth News.
In this LinkedIn video post, Sam Kuehnle provides 3 metrics to investigate if you’ve switched from lead generation to demand generation and you’re not seeing revenue results:
You may recall I’ve shared advice from Sam before, including this spreadsheet that you can copy and use to set your marketing goals working backwards from revenue. (Go here for a detailed explanation on how to use that).
The Ideal Marketing Team Structure?
In his LinkedIn post, Gaetano Nino DiNardi explains how he would structure a marketing team. His 5 units would be:
Be sure to check out the post for how he defines each of these.
Is your newsletter reaching Gen Z? Todd Wasserman explains how certain emails (like your newsletter) may be the good news their inbox is missing.
Discovered via theCLIKK.
Create A Content Strategy In 30 Days
How’s your content strategy? In this LinkedIn post, Mark Rogers shares how he’d revamp/create it in 30 days.
Anatomy Of A Viral LinkedIn Post
Trying to earn attention for your brand or personal brand? Learn how Justin Welsh wrote a viral LinkedIn post here.
Discovered via Marketer Crew.
GPT-3 Algorithmic Marketing Copy
Can sophisticated AI replace human copywriters? The intro in this Wired article suggests it’s already doing so, but how well?
Discovered via Really Good Emails.
