Twice in a month she came out of the gym in tears.
Her tumbling coach is… not well-suited to my youngest daughter’s personality.
At 10, she is getting really good at gymnastics and cheer.
But she’s aware that she’s more sensitive than other kids her age.
This is not a cop-out.
It’s a real thing she has to navigate.
Interactions or comments other children can easily absorb are challenging for her to accept.
They hit her at a different angle.
And this guy’s coaching style doesn’t accommodate her sensitivity.
So she’s practicing something besides tumbling these days: going numb, mentally.
So that she can stave off the emotions and perform physically.
And this week she came home proud.
“I did it. I didn’t give him my tears.”
It’s a thing we all learn to do, right?
And sometimes we’re just conditioned to it.
Think of your social media feeds. After years of scrolling, you recognize ads and don’t pay attention.
It’s the same with display ads on websites.
And emails from brands that have lost inbox priority for you.
As marketers / content creators, we’re trying to catch the attention of numbed audiences.
And to do that, we have to figure out ways to break through the barriers their brains create.
These barriers are mostly the byproduct of more and more brands adopting a best practice until what felt like a fresh, new approach now saturates the spaces we occupy.
Eventually, it’s a sea of sameness we’re all numb (aka immune) to. We learn to ignore them.
That’s why “doing what our competitors do” rarely works.
But doing what very few can do does.
You can break through the numb barrier with…
…a strong point of view.
…content that goes beyond anything else out there to solve a buyer’s problem.
…building a relationship that feels 1:1 (engaging on social media in the comments; replying to every reply to your newsletter).
…publishing content that is unmistakably from you / your brand.
In continuing to shift this newsletter more toward content marketing with a touch of newsletter advice, you’ll notice this issue has less newsletter tips and another heaping dose of marketing content.
I’m taking it slow so you have time to react and send me feedback. Let me know what you think.
LinkedIn Content Marketing Round Up
The content marketers of LinkedIn delivered some solid strategies, tips, and opportunities this week. Here’s what dominated my feed:
Establish a brand/founder POV
Your content strategy needs an editorial angle. John Bonini suggests finding that angle by asking founders these 2 questions. Note: you’ll want to dig into the emotional side of why your company exists.
Conduct customer research
Do you do this? Melissa Harstine’s post mentions a Coschedule survey that revealed that teams that do are 303% more likely to hit their goals.
Equip your content writer to write
“Good stories are simple. Telling good stories shouldn’t be harder than it has to be.”— Lauren Lang advocates for doing the groundwork (provide a really solid brief) to help your writer avoid on-the-fly strategic decisions.
Find content cannibalization and fix it
Derek Flint delivered this guide on finding content consolidation opportunities/fixing content cannibalization. It goes into great detail for a LI post, plus it uses the term Frankenstein post, which I'm now in love with.
Shift to true demand gen and get buy-in
- Know your historical performance
- Show leadership what happens if you continue on the current path
- Educate stakeholders on what the new strategy results will be + the timeline to get there
The post includes details on executing all 3.
Are You Staying Up To Date?
What’s happening in and around the publishing world? This week’s Publishing Insights take a look.
- In this INMA article, Erin Lebar reports how the Winnipeg Free Press is changing up their newsletter strategy after surveying subscribers about the topics they’re interested in reading.
- Why did Axios find success when so many other digital media startups failed? Simon Owens lists 4 things they did right in his newsletter.
- When you think New York Times you think news right? Sara Fischer reports on their expansion of their advertising business into bundled products.
- In this issue of Trusting News, Lynn Walsh recommends making it easy for people to reach you by using contact forms.
- Carolyn Morgan is asking all the questions about publishing and community building. She not only asks and investigates why and how, but she also goes deeper into getting started and building engagement.
- Is it time to report the news differently? The creators of RocaNews thought so, and are now successfully reaching younger generations by taking a social-first approach. Esther Kezia Thorpe shares the full story for WNIP here.
- Are there still opportunities for publishers and NFTs? Freddy Mayhew explains how NFTs may be a way to reach new audiences and expand the publishing industry.