‘Do Less and Obsess’ & Different Observations From Ann Handley

‘Do Less and Obsess’ & Different Observations From Ann Handley 1

Take heed to the Weekly Wrap right here or subscribe on Apple Podcasts or Stitcher. When you benefit from the present, please take a second to fee it or put up a evaluation.

And that’s a wrap of the week ending Nov. 15, 2019

This week I’m fascinated by whether or not we may be taught to study by studying to show. I’m digging into the information that Xerox is constructing a storytelling workforce. I discuss with the one and solely Ann Handley about find out how to simply say no to extra content material. And I level you to the total outcomes of our newest analysis into B2B content material advertising plans and practices.

HANDPICKED RELATED CONTENT: Advertising 2030: 7 Legal guidelines for Content material Advertising Success

Take heed to the Weekly Wrap

Our theme this week is “docendo discimus” – by instructing, we study. Let’s wrap it up.

  • One deep thought (2:30): Rent for match, practice for ability. How usually have you ever heard that recommendation as the best way to construct a high-performing workforce? The primary a part of that maxim is broadly embraced. Sadly, the second half – the coaching – is commonly missed. And that’s a very powerful half (anybody can rent for match). Once we don’t practice our hires, we’re destined to fail. I dig into my perception that those that can’t educate can’t change (and what this has to do with content material advertising).

Once we don’t practice our hires, we’re destined to fail, says @Robert_Rose by way of @cmicontent. #WeeklyWrap Click on To Tweet

  • A contemporary tackle the information (10:30): PRWeek stories that Xerox has constructed a storytelling workforce. The tech firm’s senior vice chairman, and chief communications and model officer, Anne Marie Squeo, who’s a former reporter at The Wall Road Journal, selected individuals with a journalism background for the workforce, together with a former producer for ABC Information, in response to the article.

It’s a bit of early to see whether or not Xerox can efficiently practice these proficient journalists to thrive in a company tradition. However I like to see organizations like Xerox create groups to deal with tales somewhat than but extra advertising content material.
.@Xerox is specializing in tales somewhat than extra advertising #content material, says @Robert_Rose by way of @cmicontent. #WeeklyWrap Click on To Tweet

  • This week’s individual making a distinction in content material (13:46): This week, I’m chatting with somebody who wants no introduction to this viewers. Simply in case you don’t know, Ann Handley is The Wall Road Journal best-selling creator of All people Writes and Content material Guidelines. Ann speaks worldwide about how companies can escape advertising mediocrity to ignite tangible outcomes. IBM named her one of many seven individuals shaping fashionable advertising. She is the chief content material officer of MarketingProfs, a LinkedIn Influencer, a keynote speaker, a mother, a canine individual, and a author.

Ann talks with me about gradual advertising – the concept we don’t want extra content material, we have to “do less and obsess” – and different observations from the B2B Content material Advertising 2020: Benchmarks, Budgets and Tendencies analysis we conduct with MarketingProfs.

We don’t want extra #content material, we have to “do less and obsess”, says @annhandley by way of @robert_rose. #WeeklyWrap Click on To Tweet

Pay attention in, then study extra about (and from) Ann:

  • One content material advertising thought you should utilize (30:03): This week, I’d love so that you can have a look at the put up wherein our fearless chief, Stephanie Stahl, digs into the outcomes of our annual B2B analysis. Stephanie’s article, 2020 B2B Content material Advertising: What the Profitable Do [New Research] features a ton of element that can show you how to plan for the approaching 12 months and study what distinguishes the highest performers within the house.

What strikes me this 12 months is that content material entrepreneurs are so targeted on the high of the funnel. Few deal with the mid funnel or loyalty. But, in lots of circumstances, it’s simpler to point out ROI there.

Focusing an excessive amount of on high of funnel leaves entrepreneurs lacking simpler ROI metrics, says @Robert_Rose by way of @cmicontent. #WeeklyWrap Click on To Tweet

Right here’s a have a look at what the content material entrepreneurs who really feel most profitable do – and what those that really feel much less profitable don’t do.

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The wrap-up

November marks the 104th anniversary of Albert Einstein’s principle of relativity. However they instructed me there’d be no math in content material – I’ll add and subtract, however graphing is the place I draw the road. Subsequent week, I’ll provide one thought from the appropriate angle, a information merchandise that I’m optimistic will matter, and one tip that can persuade you that not all content material advertising issues are arduous … simply sum.

And ship it in rather less time than it takes a millennial to say … “OK boomer.”

When you like this weekly play on phrases, we’d positive love so that you can evaluation it and share it. Hashtag us up on Twitter: #WeeklyWrap.

It’s your story. Inform it effectively.

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Cowl picture by Joseph Kalinowski/Content material Advertising Institute

Writer: Robert Rose

Robert is the founder and chief technique officer of The Content material Advisory, the schooling and consulting group for The Content material Advertising Institute. Robert has labored with greater than 500 firms, together with 15 of the Fortune 100. He’s offered content material advertising and technique recommendation for world manufacturers reminiscent of Capital One, NASA, Dell, McCormick Spices, Hewlett Packard, Microsoft, and The Invoice & Melinda Gates Basis. Robert’s third guide – Killing Advertising, with co-author Joe Pulizzi has been known as the “book that rewrites the rules of marketing.” His second guide – Experiences: The Seventh Period of Advertising is a high vendor and has been known as a “treatise, and a call to arms for marketers to lead business innovation in the 21st century.” Robert’s first guide, Managing Content material Advertising, spent two weeks as a high 10 advertising guide on Amazon.com and is usually thought-about to be the “owners manual” of the content material advertising course of. You may meet up with Robert on his in style podcast – The Weekly Wrap. Comply with him on Twitter @Robert_Rose.

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