Marketer-to-Marketer - #M2M

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.

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Pam Didner Biography

Pam 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.

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Rebecca Lieb Biography

Rebecca Lieb is a strategic advisor, research analyst, keynote speaker, author, and columnist. Her areas of specialization are digital marketing and media, with a concentration in content strategy, content marketing and converged media. She works with many of the world's leading brands on digital marketing innovation.

Earlier, she was Altimeter Group's digital advertising and media analyst, where she published what remains the largest extant body of research on content marketing, content strategy, and content's role in paid, owned and earned media. Prior to that, she was vice president at Econsultancy, where she launched the company's U.S. operations and grew the business to profitability in one year.

Rebecca was VP and editor-in-chief of The ClickZ Network for over seven years, and for part of that time also ran the redoubtable SearchEngineWatch.com. She's a frequent public speaker on topics related to digital marketing, advertising, and media.

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Full Show: https://enterprisemarketer.com/podcasts/m2m/season-01-show-10

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 Hungerford

I’m a native Californian working with European brands leading digital transformation initiatives, programs, and digital marketing projects across the EMEA region. For the past 20 years I’ve held roles spanning large account sales, customer development, and technology for fortune 500 companies and startups in retail, low-tech and high-tech industries.

For startups and small business, I founded Communityworks, a social business service. Communityworks focuses on helping business owners develop a sustainable relationship with end users, customers, and brand advocates to support business growth, revenue, retention, and loyalty goals.

If you haven’t gotten the message yet, I’m a believer in sharing and collaboration. In 2015, I co-founded Women in Digital Switzerland along with two other amazing women to help raise the visibility of the talented female workforce across the country. In less than two years we’ve grown to into a non-profit association of more than 1600 women (and men!) across six cities in Switzerland.

Biography: Doug Kessler

Doug is a displaced Yank who started his career at Ogilvy & Mather, New York. Soap and fabric softener bored him rigid so he jumped ship to specialize in B2B. Doug is a content marketing junkie. He’s a copywriter at heart but with a secret jones for analytics. And Lagavulin.


Full show: https://enterprisemarketer.com/podcasts/m2m/season-01-show-09/

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 in production for her teams. She found that sometimes adoption came with patience and understanding the humans behind the processes. “If you actually looked at that adoption curve, you know, it's only the first 20 percent that are those innovators, those thought leaders. The whole other 60 percent, they're resistant. They don't want change. For me, it comes to that trigger; that moment where the pragmatists say, “It's worth the risk.” They stop fearing that things could be worse than the status quo. So, it's very much the human being's process and it’s just time. I think you have to have patience when humans are evolving and changing.

This unique conversation wanders from chickens to stingrays to attribution and then to change adoption, but it's worth the ride. Watch the episode to hear what these marketers have to say about all creatures - but mostly humans.

Full Show (including the video): https://enterprisemarketer.com/podcasts/m2m/season-01-show-07/

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 those software challenges and bring more features and tighter integration with our marketing platforms.

On this episode, Matt Dion, CEO of Mintent and Christoph Trappe, former VP of Content Marketing Strategy at ScribbleLive, sit down to discuss the Content Marketing ecosystem, problems Content Marketers face daily, tools and strategies for delivering amazing experiences, and how to have a great sock game.

https://enterprisemarketer.com/podcasts/m2m/season-01-show-06/

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 of a site and show value above your everyday blog post. “You're gonna have more of those traffic champions. And you're gonna find that you don't need to have a medium quality post every week. You might need to have a really in-depth post every two weeks. You'll get way more traffic with less effort because the Internet's not waiting for another medium quality blog post.”

https://enterprisemarketer.com/podcasts/m2m/season-01-show-05/

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 of experiences for pharmaceutical brands, so we brought the world's expert in gamification in, the guy who wrote the book on gamification, and we're writing an ebook with him and bringing him to conferences and co-marketing with him. Those things are huge for him. It gives him a chance to meet a new community and work in that community. And for us, of course, we get to sort of reestablish our expertise in this one niche space.”

https://enterprisemarketer.com/podcasts/m2m/season-01-show-04/

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 perfectly polished, with an intro and an outro and all the right transitions in between. I think some of the most successful content that I've seen out there is just brands being authentic.”

Watch these two video experts as they discuss their own approaches to sharing video marketing knowledge with their audience and clients.

https://enterprisemarketer.com/podcasts/m2m/season-01-show-03/

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 be that trusted resource to people. You have to provide the content that helps them take care of themselves and their families.”

“We were preparing to do a website and a person said, 'We should have as many followers as this sports team,'" Marcia shares. “People want to follow a sports team. They don't necessarily want to follow the hospital because people want to go to a game, but they don't want to come to the hospital."

Watch as Marcia and Amanda discuss their process to producing consistent and successful content in a specialized content space, what inspires their teams, and how they grow their audience.

https://enterprisemarketer.com/podcasts/m2m/season-01-show-02/

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"....It has to be consistent."

More Information and the Video Version: https://enterprisemarketer.com/podcasts/m2m/season-01-show-01/