Why Accountability is the Ninja-Like Business Advantage You Need

ninja business advantage

What comes to mind when you think of the word Entrepreneurship?

Before you answer, really think about it.

  • Do you think of the FREEDOM it has to offer?
  • Do you consider the RISK that’s involved?
  • Do you admire the LEADERSHIP that’s needed?
  • Or maybe you imagine the thrill of INNOVATION.

Whatever it is, there’s usually one word that’s not discussed when the topic of entrepreneurship comes up, and that is accountability.

Don’t get me wrong… I get it. Accountability is NOT sexy. I doubt many people are searching online right now for more blog posts, or videos about how to become more accountable.

But without accountability it will be nearly impossible to achieve your goals.

What is Accountability?

Let’s begin by defining what accountability is. And what accountability is not.

Accountability is…

Having your end-goals known by people you value. There’s nothing wrong posting your goals on social media, or YouTube for the world to see, but it’s also important for the people within your inner circle to know your goals too.

A verbal commitment to your goals – this can be between you and someone else.

Owning your mistakes – yes, you will make mistakes on your road to achievement. Lots of ’em!

Having someone / or group of people that will ask you about your goals and support you in achieving them.

Accountability is the business advantage you need, simply put.

Accountability is not…

Writing your goals down and then keeping them to yourself. It’s impossible to be accountable if you’re the only one that knows about them. The biggest reason is that you’ll easily be able to let yourself off the hook at any time, without anyone knowing about it.

Making excuses for why you’re not able to hit your goals – let’s be honest. It’s going to be impossible to achieve your goals without making mistakes. This doesn’t mean you’ll never slip or fail, but entrepreneurs being held accountable don’t focus on the excuses. They focus on what they can learn, and what their next step is.
Measuring your success against others: Thanks to social media

Why Accountability Trumps Willpower

It’s easy to feel motivated at the beginning of a project.

  • No mistakes have been made… yet.
  • No challenges have been encountered… yet.
  • You’re still feeling the “buzz” of starting something new.

But what happens when the challenges start showing up?

How do you ‘do the work’ when the motivation has faded?

Typically this is where entrepreneurs turn to their willpower (and caffeine!) to help them power through. But that only goes so far.

What makes accountability so powerful is that your goals now have a voice. Something that people pay attention to. Something that you ‘put out there’.

This comes in the form of conversations with people in your trusted inner-circle who are allowed (and asked) to bring up your goals and ask how your progressing. This means openly sharing BOTH progress and failure with your audience and social circle.

All of which contributes to the desire of not wanting to let anyone down, and fulfilling your word.

None of which happens if you keep your goals to yourself.

This happened to me recently. I attempted to launch a high-end mastermind version of my successful Youpreneur Community. High price, private coaching, monthly commitment, etc. Even though I knew from speaking with many of my members that they wanted something like this, I was off target on what they could afford. So, the launch failed.

But, it genuinely didn’t bother me all that much. Why? Because I held held myself accountable by promising people it was coming. And, more importantly… when it failed, I talked about it – which opened up a load of brilliant conversations and feedback that has now helped me develop something new, which will be launched soon, and I know the likelihood of it ‘hitting’ this time far outweighs the changes of it ‘missing’ the target.

How To Bring Accountability into Your Life

Becoming accountable is no different than growing muscles.

It doesn’t happen by accident. You must be intentional about becoming accountable. This begins by surrounding yourself with likeminded individuals that get you, the mission that you’re on as a business builder, and will stand by you in your pursuit of business success. The perfect example is a small mastermind group, or the aforementioned Youpreneur Community, which continues to grow month after month.

It takes resistance training. Every time you encounter a fork in the road on whether you should go in the direction of your goals, or take the easy way out – it’s an opportunity to develop your accountability.

Proper nutrition intake. Just like your body needs nutrition to grow, your ability to become more accountable is dependent on the thoughts and environment you feed yourself. Being aware of this and making the proper adjustments can be life-changing. Read. Listen to podcasts and always be learning.

So with that said, you can start today. You do this by identifying the people in your life that can hold you accountable – in turn creating the business advantage you need.

Here’s a few ideas to begin with:

  • Your spouse.
  • A mastermind group.
  • A personal best friend.
  • A co-worker within your department.
  • A sibling.
  • A coach, or mentor.

Bruce Lee once said “As you think, so shall you become”.

Think. Put yourself out on that ledge a little.

The most important thing to remember when choosing an accountability group, or person is that you’re 100% honest with them about what you want to accomplish, share the areas of weakness in your life that will be your biggest obstacles and then remain 100% honest about your progress.

With these steps in place your business will change, your life will change, and you will become nothing less than the best version of yourself in the process.

I promise.

What did you think about the message in this post? Tweet me, or drop me a note on Facebook quickly – I’d love to know. If you have any entrepreneurial friends that you feel should read this, too, please share it with them. I’d appreciate it.

The post Why Accountability is the Ninja-Like Business Advantage You Need appeared first on ChrisDucker.com.

from ChrisDucker.com http://www.chrisducker.com/business-advantage-you-need/

from Blogger http://elainebwhite.blogspot.com/2016/10/why-accountability-is-ninja-like.html

20 Jokes Only a Marketer Could Love


It’s well past time for marketers to get serious about comedy. The best way to connect with an audience is by authentically appealing to them on a human level. Adding humor to marketing is one of the most powerful ways to make that appeal.

Telling a joke does more than provide a moment’s diversion. When people share in a joke, it creates a sense of belonging. If you’ve ever sat around trading in-jokes with your friends, you know what I mean.

Humor can be a way to draw a circle around a group and pull them in—to say, “If you understand this joke, we’re in the same tribe. You get me and I get you.” That’s a powerful message to send to your potential customers. And it’s a good way to get the less relevant folks to opt out, too.

To underscore this point, I wrote 20 brand-new jokes that only marketers will get. If any of these jokes make you laugh, groan, or smirk, you’re in my tribe. Matching T-shirts are optional.

What I’m trying to say is, there’s nothing like a good joke.  And believe me, everything you’re about to read is nothing like a good joke.

20 Jokes that are Just for Marketers:

Q: Why couldn’t the marketer sell his baking equipment?

A: He had a leaky funnel.


Q: What’s a pirate’s favorite content format?

A: WebinARRR! Preferably one that’s B2Sea.


Q: Why can’t the marketer go see live musicals anymore?

A: He keeps trying to capture the leads.


Q: Why did the marketer get fired as a tap dancer?

A: She wanted to get paid per click.


Q: What kind of marketing does Dracula do?

A: a-COUNT based marketing!


Q: Why did the marketer fail at honey harvesting?

A: Instead of tapping the hive, he insisted on going B2B.


Q: Why did the woman dump her marketer boyfriend?

A: Lack of engagement.


Q: Why did the marketer burn his initials into a leather jacket?

A: He was working on his personal brand.


Q: What do black hat SEO’s put in their Thanksgiving turkey?

A: Keyword stuffing!


Q: Knock, knock!

A: Who’s there?

Q: Remarketing!

A: Remarketing, who?

Q: Knock, knock!

A: Who’s there?

Q: Remarketing!


When I was getting my marketing degree, I had a 4.0 GPA. There wasn’t a B2C anywhere.


Q: Did you hear about the email marketer who started an ape breeding business?

A: He failed because all he had were MailChimps.


Q: What’s a social media marketer’s favorite kind of cracker?

A: Insta-Grahams!


Q: Why did the social media marketer get kicked out of the bowling alley?

A: She kept trying to sponsor the pins!


Q: What do you call a cow with a blog post stamped on its skin?

A: Branded content!


Q: Why should you never get sushi with a marketer?

A: They insist on showing pre-roll ads.


Q: Did you hear about the new tactic where you co-create content with ill celebrities?

A: It’s called influenza marketing. It’s really going viral.


Q: Why is Joe Pulizzi great at binge-watching TV?

A: He’s enjoyed a lot of success focusing on one channel.


Did you hear about the marketer who imitates celebrities? He’s quite the bargain. He only charges per thousand impressions.


Q: Knock, knock!

A: Who’s there?

Q: A/B testing!

A: A/B testing, who?

Q: Would this joke be funnier if it were about screwing in a light bulb?


Humor brings people together. The corniest of puns can serve a valuable purpose if it tells your audience that you’re part of their tribe. If you enjoyed these jokes, I hope they inspire you to add more humor to your content.

What’s your favorite marketing joke? Let me know in the comments.

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© Online Marketing Blog – TopRank®, 2016. | 20 Jokes Only a Marketer Could Love | http://www.toprankblog.com

The post 20 Jokes Only a Marketer Could Love appeared first on Online Marketing Blog – TopRank®.

from Joshua Nite Online Marketing Blog – TopRank® http://www.toprankblog.com/2016/10/20-jokes-marketer-love/

from Blogger http://elainebwhite.blogspot.com/2016/10/20-jokes-only-marketer-could-love.html

#133: How to Get Unstuck in Your Course Creation Process

Are you having a love/hate relationship with your course creation?

Creating your first online course can be a challenge. How do you decide which content to keep and which to leave out.

I have been there. It’s awful, you have such passion for your topic, but for a plethora of reasons it’s not coming through when you put pen to paper (or fingers to keyboard).

I’ve built FIVE blockbuster courses over the last six years AND I’ve been in the very same struggle you may be feeling right now.

Nearly 40,000-enrolled-students later, I’m going to walk you through how to break through the obstacles that can stall your product creation process.

I am dedicating this entire special episode to demystifying the product creation process.


I’m giving you the you exact steps to take when you feel stuck. (And, what the most common reasons are for getting stuck, so you know what to look for next time around.)

There are three questions you should ask yourself before you create any course. These questions will help you find FOCUS. Once you have that, your creative energy will flow.

I will also help you decide what content makes the most sense for your business and your audience right now. For example, do you know if you want to create an Introductory Course or a Signature Course? I’m breaking down both of these for you.

Listen in to hear how you can get unstuck and create the course you’ve desperately wanted to complete. (The finish line is closer than you think.)

Links mentioned in this episode:

Episode #105

Podcast Details:

Click here to download the transcript of this week’s episode.
Click Here to Subscribe via RSS (non-iTunes feed)

Online Marketing Made Easy with Amy Porterfield

The post #133: How to Get Unstuck in Your Course Creation Process appeared first on Amy Porterfield.

from Amy Porterfield http://www.amyporterfield.com/2016/10/133-how-to-get-unstuck-in-your-course-creation-process/

from Blogger http://elainebwhite.blogspot.com/2016/10/133-how-to-get-unstuck-in-your-course.html

7 Tips for Making Your Brand More “Likeable” on Social Media


For most brands and marketers, social media is an important and necessary component of their overall digital marketing strategy. Not only does social media help build brand awareness, but it also provides a conversational space for brands to engage their audience outside of their company website or brick and mortar stores or offices.

But let’s face it, competition for audience attention and engagement is stiff. With nearly all brands and marketers using social media, coupled with frequent platform changes to improve user experience, brands are fighting for organic visibility. In fact, 40% of marketers say social media marketing has gotten more difficult for them in the last 12 months, according to Social Media Examiner’s 2016 Industry Report.

While it may be more difficult to grab attention these days, the good news is that your target audience is still there, ready to be inspired by your company’s story and creativity, as well as some of your product or service promotions. According to survey findings from MarketingSherpa, 85% of U.S. consumers said they used social media, with 58% all respondents saying they follow brands on social media.

And the success of your social media efforts boils down to one thing: Likeability. People will follow your brand because they just plain like you and they like what you have to offer on social media, such as quality and entertaining content, discounts and special promotions, or customer service.

So how can your brand be more likeable on social media and stand out from the competition? Below we offer a few tips and examples that can help.

#1 – Be real.

If you want to grow meaningful connections—as well as your number of page likes and follows—the importance of authenticity cannot be overstated. Social media gives brands the opportunity to show their target audience who they are, not just what they sell.

Develop a brand voice and marketing strategy that brings a human element and some personality to your social media pages. This means it’s time to lose the jargon or sales pitch, and talk to people on their level. In addition, ask thoughtful questions and be timely in your responses to keep the conversation going and to show your audience your dedication.

Ben & Jerry’s, the makers of some of the most delicious ice cream on the planet, have blended their brand with creativity and humor, as well as some tongue-in-cheek references from time to time, into their Instagram postings.

Ben & Jerry's on Instagram

#2 – Provide value through a mix of content.

Providing your audience with a mix of quality content is key for raising your likeability factor and showing your value.

Share links to helpful content on your website, but also make sure you’re calling their attention to other relevant and helpful pieces of content or news items that are out there. This will show them that you’re in the know and that you’re dedicated to providing them with something useful, even if it doesn’t have your name on it.

In addition, do not forget to include visual content as part of your mix. Humans are visual by nature and research shows that visual content can seriously boost engagement on social media.

Also, consider posting content natively within your platforms to eliminate the barrier between your audience and your content. While you give up some immediate website traffic, native content—especially native video content—allows your audience to interact with your content in the moment and can also boost engagement.

#3 – Don’t be overly promotional.

If your brand is only posting promotional messages, you need to stop. That’s not what your audience is looking for and you’re probably not seeing much ROI. Your audience wants to know who you are, what you stand for and what you can offer, which goes well beyond your line of products or services.

#4 – Invite discussion.

Social media is all about giving people a place to share their thoughts and experiences with one another. As mentioned above, ask your community engaging and thoughtful questions to get the conversation going and tap into their insights.

If you’re sharing industry news, ask them for their thoughts on recent developments. If you’ve recently launched a new product, ask for their feedback. HubSpot is constantly asking their audience for their thoughts on a variety of related topics, encouraging conversation and prompting shares. Here’s an example of a recent Facebook post.

HubSpot Discussion on Facebook

If you’re on Twitter, consider posting a weekly poll on a relevant topic to inspire engagement. Here’s an example from our very own, Lee Odden.

Lee Odden Twitter Poll

#5 – Nurture your following.

If you really want to become a more likeable brand, you have to invest in social media community management. While your social media marketing efforts help drive your brand toward specific goals—such as increasing brand awareness or engagement—social media community management is all about nurturing your audience to grow a stronger, larger and more engaged following.

One great way to do this is to leverage the unique conversations and engagements happening across your social pages. As an example, use the information you extracted from a Twitter poll as fodder for a Facebook or Instagram post. This not only gives you the opportunity for additional discussion and engagement, but also reminds your audience that they can follow and engage with you on multiple platforms.

#6 – Don’t shy away from negative feedback.

Every brand and business dreams of complete customer satisfaction, but that’s rarely the case. Things happen and social media is often an easy place for your customers to air their grievances. While it can be scary to allow mistakes to be visible for the whole social media world to see, use any negative feedback as an opportunity to show humility, understanding and your drive to take care of your customers.

Sun Country Airlines has this down. On Twitter, the company is on-top of what their audience is saying about their services—good or bad.

Here’s a recent example from a disappointed customer. The brand responded promptly and offered their assistance.


But here’s another example of someone who’s happy to be flying with them. Not only was this a quick response, the purple heart was sweet and spoke to the customer’s whole reason for flying.

Sun Country on Twitter

The bottom line? Take the bad with the good to show your value and up your likeability factor.

#7 – Tell your company’s story.

As previously mentioned, social media is not the place for being salesy. It’s the place where you let your followers get a deeper look at who you are and what value you offer.

IBM does a fabulous job of company storytelling. The company’s Facebook page is filled with inspiring videos, articles and quotes that showcase the amazing innovative technology they’re bringing to the world and how’s transformed over time.

IBM on Facebook

On Instagram, the company provides its audience with a deeper looking inside the company and the people who work there.

IBM on Instagram

If You’re Good Enough and Smart Enough—Doggone It, People Will Like You

The beauty of social media is that it give brands the opportunity to put themselves out there and create meaningful interactions with their audience. But in order to be a likeable brand, you need to provide good, quality content and be smart about how you engage with your audience. Hopefully these tips and examples can help you on your way.

How to Be More Likeable on Social Media

What have you done to increase your brand’s likeability on social media? Tell us in the comments section below.

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© Online Marketing Blog – TopRank®, 2016. | 7 Tips for Making Your Brand More “Likeable” on Social Media | http://www.toprankblog.com

The post 7 Tips for Making Your Brand More “Likeable” on Social Media appeared first on Online Marketing Blog – TopRank®.

from Caitlin Burgess Online Marketing Blog – TopRank® http://www.toprankblog.com/2016/10/brand-likable-social-media/

from Blogger http://elainebwhite.blogspot.com/2016/10/7-tips-for-making-your-brand-more.html

MarketingProfs B2B Marketing Forum: The Most Magical Marketing Conference on Earth #MPB2B


When I woke up on Monday morning, I was sad. The only thing I can think to compare it to is taking an amazing vacation in a warm sunny spot, and getting back home to blistery weather and cloudy skies. I had just spent a week with some of my amazing team members at the Disneyland of marketing conferences, the MarketingProfs B2B Marketing Forum and it was time to get back to reality.

Ann Handley (or Mary Poppins for the sake of this blog post) and her team at MarketingProfs have created something truly magical. From the moment you walk in the door to the time you board your plane home, you feel like you’re surrounded by people that “get you” and experience the same B2B marketing struggles that you do. 

Last week, we had the honor of attending the 10th anniversary of the forum and could not have been more giddy for the opportunity. We attended some awesome sessions, met amazing people, connected with some of our favorite clients and friends, hosted a TopRank Marketing fiesta (complete with a caricature artist) and dove head first into the experience.

For those of you who weren’t able to attend (although I would strong suggest attending next year if you can), we’ve put together some highlights from our magical adventure through the MarketingProfs B2B Marketing Forum.

B2B Marketing Insights From Amazing Speakers

9 Sizzling Influencer Activation Tips from Lee Odden


What makes someone influential? Is it popularity? Is it celebrity? Is it the fact that they have niche expertise? And how do you identify, activate and continue to build on your relationships with influencers? In his session, TopRank Marketing CEO Lee Odden delivered actionable tips, tools and examples that answered all these questions and more.

If you’re not affecting a change in action then you’re not doing influencer marketing right. @leeodden
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Read the full post here: Influencer Activation Tips


6 Truth Bombs Every B2B Marketer Needs to Hear About Creativity


The creative struggle is real for marketers. Creativity is necessary and intertwined with everything we do. But we often find ourselves aspiring to be more creative than actually harnessing what’s already inside us as creators. In this post, Jay Acunzo, founder, host and writer of Unthinkable.fm, drops a few truth bombs about creativity that will inspire new confidence in your abilities.

Our jobs are not to be creative. Our jobs are to create. @jayacunzo
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Read the full post here: Creativity Truth Bombs


Insanely Effective Content Marketing with LImited resources, Budget & Time


The C-Suite is becoming more and more frustrated with marketing performance. More times than not, marketing is seen as a cost center, not a profit center. Now more than ever, marketers have an opportunity to shift the perspective and hyper-focus on what really matters. GE Digital’s Chris Moody took a deep dive into what’s wrong with B2B marketing today, and steps that marketers can take to mend what’s broken.

The best way to get more resources is to get results first. @cnmoody
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Read the full post here: Insanely Effective Content Marketing


How to Build An Owned Media Empire with Epic B2B Content Marketing


We are creating more and more content to the point that our audiences are overwhelmed and having trouble finding the gems amongst all of the garbage. If you really want to rock your B2B content then Jason Miller of LinkedIn is just the person to listen to. Jason shared helpful tips on everything from building your strategy to creating big rock content and repurposing.

When you lead conversations that matter, you give audiences a reason to follow. @jasonmillerca
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Read the full post here: Epic B2B Content Marketing


Learn How to Turn Your B2B Content Marketing Into A Profit Center


When the Godfather of Content Marketing, Joe Pulizzi has a session that describes how to profit from content creation, it’s time to pay attention. Why? Who better to speak on the subject than someone who has built a content media company from the ground up, with enormous success?

I can’t show you how to make money from your audience if you don’t have an audience. @joepulizzi
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Read the full post here: Content Marketing Profit Center


Marketer or Mind-Reader? 3 Ways to Find Out What the B2B Buyer is Thinking


When it comes to creating quality content that informs, entertains, engages and inspires action from our target audience, we marketers wish we knew one thing: exactly what our audience is thinking. While that may not be exactly possible, Aberdeen Group’s Director of Content Strategy Matthew T. Grant and Research Analyst Andrew Moravick shared three options for getting closer to savant status during their session.

If you could write your customer’s mind, what would you write? @matttgrant
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Read the full story here: Marketer or Mind-Reader?


Learn How to Launch an Integrated Strategy for Account Based Marketing


The most successful account based marketing strategies integrate sales and marketing efforts. In this piece, Jon Miller, CEO of Engagio details the difference between traditional demand gen & account based marketing, and provides actionable tips on how sales and marketing teams can coordinate.

ABM is alignment w/ marketing, sales & current customers to engage target accounts. @jonmiller
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Read the full post here: Integrated ABM Strategy


Can Marketers Really Generate Sales on Social Media?


While social media marketing has existed for over five years, many marketers don’t inherently look to social as a means of driving revenue. In this session, John Foley Jr. and Karen DeWolf of InterlinkOne provide tactics for using social media as a prospecting tool. They also answer some burning social media marketing questions in a Q&A.

If you’re using social media to drive revenue, prospecting is the winning strategy. @johnfoleyjr
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Read the full post here: Sales on Social Media


The Importance of Storytelling in Content Marketing


As content marketers, we need to be in the business of storytelling if we want our content to resonate and inspire. In his presentation, Chief Creative Officer and Co-Founder of Contently, Shane Snow, dove into why storytelling is so important and provided a framework for telling those stories better.

When you engage in a story, your brain lights up. @shanesnow
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Read the full post here: Importance of Storytelling

Putting What We Learned Into Practice

I may have been sad on Monday morning but now that reality has settled in, I’m excited to put everything that I learned into practice with my team at our home office. You had better believe that we’re counting down the days until we get to return to the magical land that is the MarketingProfs B2B Marketing Forum.

If you attended the event or just read the buzz online, what do you think was the most important takeaway from the event?

Disclosure: LinkedIn Marketing is a TopRank Marketing client.

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© Online Marketing Blog – TopRank®, 2016. | MarketingProfs B2B Marketing Forum: The Most Magical Marketing Conference on Earth #MPB2B | http://www.toprankblog.com

The post MarketingProfs B2B Marketing Forum: The Most Magical Marketing Conference on Earth #MPB2B appeared first on Online Marketing Blog – TopRank®.

from Ashley Zeckman Online Marketing Blog – TopRank® http://www.toprankblog.com/2016/10/magical-marketing-conference/

from Blogger http://elainebwhite.blogspot.com/2016/10/marketingprofs-b2b-marketing-forum-most.html

Insanely Effective at Content Marketing with Limited Resources, Budget & Time


Marketing departments typically have unlimited resources, astronomical budgets and more hours in the day than your average person. Wait, that doesn’t sound right.

If the statement above sounds right to you, congratulations!

For the rest of us trying to find a way to do more (quality and quantity) with less, this is a topic that is typically top of mind, every day.

In his presentation at MarketingProfs B2B Forum, Chris Moody, Content Marketing Leader at GE Digital helped ease the pain for B2B marketers. Chris shared insight into some concepts that can you do more with less, as well as some tips and tricks to get you on the right path.

What is the Current State of Marketing?

He opened with a quote from one of my favorite shows, Silicon Valley.

“Failure is growth. Failure is learning. But, sometimes failure is just failure.” – Gavin Belson

There are currently two major places where marketers are falling flat. Recent research from Forrester found that 82% of enterprise marketers have no centralized view of the customer, and that 65% of CMOs cant measure ROI for digital marketing.

If that doesn’t scare you, nothing will. While each company has a slightly different audience and a slightly different value, there are some key ideas that ring true for most B2B marketers.

If the CEO feels like you’re not showing ROI, you’re not showing ROI.

Why CEO’s Think Marketers Suck

Fournaise found that 80% of CEOs are not impressed by the work done by marketers. Yikes! Where did we go wrong?

There are three key ways that marketers are missing the mark today:

  1. They cannot prove the ROI of marketing activities.
  2. They’ve lost sight of what their job really is.
  3. They’re not business performance-obsessed enough.

CEOs do take some of the “blame” though and believe that they’ve lost trust in the ability of marketing to be successful. And they’ve given up on holding marketers accountable.

It’s Time to Shift Perspective

Whether we believe we’re rockstar’s or not, how leadership teams within our organizations perceive our value is an incredibly important aspect to our success.

The only barrier to information today is laziness.” 

With the pure amount of information available at our fingertips, there is no excuse for not being able to answer the questions (even the tough ones) that our C-Suite wants the answers to.

While there are some things that cannot be taught, there are no born abilities that marketers have to possess to be successful. The odds are not stacked against us. It’s a matter of effort, education and focus. 

The best way to get more resources is to get results first.”

The first thing we have to realize that if we want to build and grow, results have to come first. We also need to stop chasing the next big thing and focus on doing our job better.

5 Steps to Getting Shit Done

It’s safe to assume that many of us are busy in our day-to-day activities. But take a step back and ponder how many of the things you’re doing are tied to measurable results. These five steps will help you refocus your efforts on the things that matter most, impact.

Step 1: Define Your Mission
Define what your “one thing” is and what you stand for as a company. For example, when people think of the brand Apple, innovation comes to mind.

Step 2: Determine Your Main Goal
This should be the one thing that you really need to get done. For example you might say: Our main goal is to generate more leads that become sales qualified.

Step 3: Document Your Plan
In order to achieve your main goal, you have to document your plan for to achieve that goal. Remember, if it’s not written down, you will not be as effective. If your goal is to drive more sales qualified leads, your plan might include:

  • Looking at the top sales qualified lead assets and replicate/repurpose
  • Running one influencer webinar per quarter
  • Sponsoring and conducting original research
  • Identifying and engaging industry thought leaders

Step 4: Identify Metrics
There is no one-size-fits-all solution. It’s important for your team to sit down and determine what metrics are most important for your company and team to measure. Sample metrics might include:

  • Leads to MQLs to SQLs to Opportunities to Revenue
  • Traffic
  • Share of voice and awareness metrics
  • Top converting assets
  • Engagement
  • Volume/production

Step 5: Establish A Baseline
A baseline is simple. If you don’t have existing data, you start with a flat line. What you want to see is when things change, when they spike and fall and what is happening to cause those things.

How to Get Results

If you’re ready to make a shift to a results focused approach to marketing, focus on these 4 things:

  1. Answer every question your audience cares about.
  2. Talk to your current customers.
  3. Stop trying to hit homeruns with every content asset.
  4. Realize that content is everywhere.

Capturing the attention of audiences today is hard. But if we aren’t pushing the boundaries and approaching it with a results focused mindset, we’ve already lost the battle.

What is one piece of advice you’d give to other marketers to help them focus on the right things?

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© Online Marketing Blog – TopRank®, 2016. | Insanely Effective at Content Marketing with Limited Resources, Budget & Time | http://www.toprankblog.com

The post Insanely Effective at Content Marketing with Limited Resources, Budget & Time appeared first on Online Marketing Blog – TopRank®.

from Ashley Zeckman Online Marketing Blog – TopRank® http://www.toprankblog.com/2016/10/effective-content-marketing/

from Blogger http://elainebwhite.blogspot.com/2016/10/insanely-effective-at-content-marketing.html

Think Like A Rockstar: How to Build An Owned Media Empire With Epic B2B Content Marketing


True to form, LinkedIn’s Jason Miller rocked his presentation at the MarketingProf’s B2B Marketing forum by opening up with some inspirational words from The Clash:

If you don’t like the world, then change it.”

As Jason shared, the Clash changed the world, and so can today’s B2B marketers. But they’re facing some interesting challenges such as the fact that:

  • 60% of B2B content goes unused (Content Marketing Institute & MarketingProfs)
  • 44% of consumers consider ending a brand relationship because of irellevant promotions (Chief Marketing Officer Council)

How can marketers overcome these challenges? Below are a few ways that LinkedIn built their content empire.

Focus on Goals, Objectives, Strategy & Tactics

When starting down this journey, LinkedIn had a singular goal:

To create a world class global content engine that fuels demand generation, increases brand awareness, and drives thought leadership. 

To meet that goal, the team put together a series of measureable objectives, which are universal for other B2B organizations and included:

  • Increase awareness of marketing opportunities on LinkedIn
  • Increase MQLs driven by big rock content
  • Increase referral traffic by x% by Y date
  • Increase direct traffic y by x% by Y date
  • Increase blog subscribers by x by y date

When you lead conversations that matter, you give audiences a reason to follow.”

To accomplish the overarching goals and objectives, there had to be a sound strategy in place. For LinkedIn, this was:
Create helpful, relevant content and deliver it to the right person at the right time.

Exact tactics for execution will vary by organization. You need to utilize the content tactics that resonate most with your audience, and to be honest, those that you know your team is capable of executing. Some of the tactics that you could deploy might include:

  • Blogging
  • Customer Stories
  • Email Marketing
  • SlideShare
  • Infographics
  • Webinars
  • Influencer Content

Big Rock Content, Turkey Slices & Repurposing

It’s important to think about the full spectrum of elements and repurposing opportunities for each content campaign that you create. ­­To be truly effective, your content must be focused on the questions customers are asking. In order to identify the conversation you should be having with content, you have to conduct the proper amount of research.

In his session, Jason gave kudos to the TopRank Marketing team for the work that we have done to help LinkedIn Marketing uncover what it is that their ideal audience is looking for based on extensive SEO research.

While most top of funnel content programs will contain big rock content (such as an eBook or whitepaper), it’s also important to consider the other smaller pieces of content that will accompany it.

If you have a big rock asset such as an eBook, there are opportunities to create other forms of content and promotions that might include videos, webinars, blog posts and infographics.

A well-structured content campaign will also include many opportunities for repurposing. A great example of how you can repurpose content is The Sophisticated Marketer’s Guide to LinkedIn included below.


Explore New Content Formats

Great content marketers always set aside time to push the limits of their capabilities. In many cases, that includes testing new content formats. It could be that most of the content you’re creating is focused on blog articles, while your audience is actually very interested in video or audio content.

Based on data, Jason knew that his audience consumes video, and a lot of it. Also, recent industry research has found that over 90% of B2B customers watch videos online.

At last year’s B2B Marketing Forum, Jason decided to try his hand at creating some influencer driven video content to see how it resonated with his audience. While the first attempt was not as perfect as he would have liked, it was a step in the right direction.

Here’s a preview that his team created prior to releasing all of the videos:

For the full series, click here.

Start Building Your B2B Content Empire Today!

These tips only scratch the surface of the helpful and actionable information that Jason shared during his session. However, it gives you a great starting point for planning, executing and adapting your B2B content strategy.

What do you think are your biggest areas of opportunity for creating more impactful and measurable B2B content?

Disclosure: LinkedIn Marketing is a TopRank Marketing client.

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© Online Marketing Blog – TopRank®, 2016. | Think Like A Rockstar: How to Build An Owned Media Empire With Epic B2B Content Marketing | http://www.toprankblog.com

The post Think Like A Rockstar: How to Build An Owned Media Empire With Epic B2B Content Marketing appeared first on Online Marketing Blog – TopRank®.

from Ashley Zeckman Online Marketing Blog – TopRank® http://www.toprankblog.com/2016/10/epic-b2b-content-marketing/

from Blogger http://elainebwhite.blogspot.com/2016/10/think-like-rockstar-how-to-build-owned.html