Season One Finale: In this final installment of a 3-part series, Jess and Susan address the final thing:

When do you admit content is NOT working?

Often we see so many places give up on content too soon, but of course, not all marketing works. So if we have to wait so long to know if our content is doing anything...how do we know when it's definitely not?

Make sure to check out the first 2 installments of this 3-part series, where Susan and Jess broke down arriving at an answer around content performance they feel confident in.

Part 1: Short-term metrics to keep your eye on

Part 2: Long-term feedback loops to build with sales

How do you know if your content is actually moving the needle?
In this day and age of measuring ALL OF THE THINGS, attribution is still an educated guess at best. Which makes the answer to this question quite the enigma.

In this 3-part series, Susan and Jess break down how they arrive at an answer around content performance they feel confident in.
Part 1: Short-term metrics to keep your eye on
Part 2: Long-term feedback loops to build with sales
Part 3: When to make the call on doubling down or moving on

How do you know if your content is actually moving the needle?
In this day and age of measuring ALL OF THE THINGS, attribution is still an educated guess at best. Which makes the answer to this question quite the enigma.

In this 3-part series, Susan and Jess break down how they arrive at an answer around content performance they feel confident in.
Part 1: Short-term metrics to keep your eye on
Part 2: Long-term feedback loops to build with sales
Part 3: When to make the call on doubling down or moving on

Ah, the home page.
Your brand's single biggest opportunity to present itself to the world. And, as marketers, one of our biggest opportunities to affect growth. (Which is why we find updating it in any way daunting.)

In this episode, Jess helps take some of the home page scaries away with:
- The 4 sections every home page needs
- Why you should test having 2 CTAs
- 3 tips for crafting truly great home page copy

BONUS — Get your copy of Jess's course, Home Pages for Humans: https://jesscookcontent.gumroad.com/l/home-pages-for-humans

🕵🏻‍♀️ Psssst ...
Get 10% off with promo code: YEAHBABY

Our very first guest is here! It's Justin Dunham, Founder of content strategy and SEO agency Ércule. Justin is an SEO wizard who cares about the nitty gritty SEO details so his clients can pay attention to the big picture stuff. We chatted about:

• Why SEO is absolutely a revenue lever and how to treat is as such
• What marketers do that makes him want to rip is hair out
• What marketers do that he wishes others would catch onto
• Ottimo — Ércule's app that translates confusing GA data into usable insights for marketers (You can use it for free at ottimo.cool.)

You can find Justing on LinkedIn at https://www.linkedin.com/in/justinwdunham

Expected to do a lot with a little? 

In this week's episode, Jess and Susan discuss how you can make your brand look bigger and operate efficiently, even if marketing budgets and resources are in short supply.

There are two types of people in your audience: those who know they have a problem and those who don't. Both can be great buyers. It's just a matter of how you approach them.

In this episode of That's Marketing, Baby, Jess and Susan break down the difference between demand capture and demand gen, (with actual helpful examples!), why you need both, and how they work together to make you look like a marketing rockstar.

Plus, weird fishing analogies!

Being realistic about your product's cost is crucial to being fair in your marketing investment. 

In this week's episode, Jess and Susan break down the key factors that contribute to your marketing costs relative to your product price tag.

There are some organizations where marketing always faces an uphill battle. Getting buy-in from leadership is difficult and building trust is tough, no matter how much you strategize or plan ahead.

Sometimes, with a bit of grit and education, marketers can overcome these obstacles. And sometimes, you're met with pushback at every turn.

In this episode, Susan and Jess reveal:

🚩 The four red flags that can sabotage even the best marketing strategies

🤞 How to educate your team and (hopefully) eliminate these red flags

👋 When it's time to cut bait and hightail it outta there so your efforts can make an impact somewhere else

In this Susan-solo episode, she answers a multi-part question from LinkedIn covering:

• How to know what to work on next.
• Documenting previous efforts so you're always moving forward.
• Stepping away when marketing is never truly done.