How much of your marketing messaging is about the bells and whistles of your product, vs speaking to the specific challenges your ideal customers struggle with?
Solution-centric (your product)?
Problem-centric (your customers’ world)?
Continue reading “Solution-Centric, or Problem-Centric?”
Consistently creating great content for a single, well-defined audience isn’t easy.
But how do you create great content for multiple audiences at once?
Continue reading “Engaging Multiple Audiences”
Think about a really tough marketing challenge that you’re currently facing. Something that you absolutely must fix, but you just haven’t figured out how to crack yet.
Continue reading “Why Marketers Often Miss the Best Solutions to Their Most Challenging Problems”
Are you spending your precious time, money, and mental energy on the right ebook topics? In this series, we’ll explore quick ways to test your ideas.
Coming up with a relevant topic isn’t an exact science. But there are steps you can take today to help maximize the probability that your next ebook will move the needle and impact revenue.
Today we’ll look at the ICP test—choosing a topic based on a clear understanding of your ideal customers’ needs. Continue reading “How to Filter Out Worthless Ebook Ideas—Part 2”
We’ve all been there.
You come up with an idea for a great ebook topic. One that you’re convinced is going to cut through all the noise.
You invest weeks planning, researching, drafting, polishing, designing, and reviewing. Finally, you’re ready to publish! You share the landing page on LinkedIn and your company blog. You promote it with PPC ads. You send it to everyone on your email list.
But as launch day comes and goes, your eager anticipation is replaced by disappointment. Sure, some people downloaded your ebook. But not nearly as many as you had hoped.
No stream of brand new leads into the sales pipeline.
No spike in prospect engagement with the sales team.
No avalanche of shares, likes, or comments.
Just—meh. Continue reading “How to Filter Out Worthless Ebook Ideas—Part 1”
“In 2015, Moz and BuzzSumo looked at more than one million articles published on the web. They found that 75 percent of blog posts had no inbound links, and more than half had two or fewer Facebook interactions.” Austin Mullins, Copyblogger.com.
In other words—crickets.
While the majority of marketing content may have little impact on its intended audience, that doesn’t mean it can’t still have value. A failed blog post or ebook is the inevitable result of a constant cycle of testing, observation, and iteration. Every piece of content that we create is simply an experiment based on a hypothesis: Our audience will care about thistopic, with this structure, and this headline, etc.
If that blog post or ebook fails to achieve its primary purpose (engagement, action, conversion), it can still serve the secondary purpose of narrowing our scope for the next test.
To create something remarkable, we need to let go of the kind of toxic, compulsive perfectionism that hampers creativity. If we’re unwilling to fail, then we’ll be unwilling to try anything new.
That’s true failure.
A recent Forbes article states “While business to business (B2B) branding has a reputation for being boring, more companies are taking creative cues from business to consumer branding (B2C). The fact is, we can no longer afford for our marketing to be boring. The buttoned-up, ‘just the facts’ corporate tone associated with B2B isn’t effective anymore.”
When was it that B2B could afford to be boring? Continue reading “Are Facts Boring?”
We get it. That blog post or article was written for one purpose — to nudge us along the buyer’s journey. They want us to click the link, or call them, or sign up for their ebook.
Of course they do. We’re not naive enough to believe that all that content was created without an agenda.
The issue isn’t that there’s a pitch, but how heavy-handed CTAs often undermine the value of the content itself:
- Ads, forms, and autoplay videos that make it difficult to actually read the article.
- Text that constantly shifts up and down to accommodate the next pop-up in the sequence.
- A general lack of empathy for the reader’s experience. “They’ll never be back, so we better get what we can from them while they’re here.”
Blunt force interruption tactics may increase clickthroughs, but they do so at the cost of the content’s real value and purpose. They diminish reader engagement to a metric — a click — rather than the beginning of a long-term relationship built on trust and generosity.
Groundbreaking marketing campaigns are not typically the result of some isolated creative insight, but of trial and error, failed experiments, and the willingness to be wrong. Solving real marketing problems (the difficult ones that matter) requires that we embrace uncertainty. The catch is that not knowing the right answer feels really, really bad.
So we play the smaller game and limit ourselves to creating safe, generic marketing that disappears into the void. Then we spend the rest of our energy worrying about being replaced by AI, or an overseas human alternative who’s willing to do our systematized work for pennies on the dollar.
If we want to create real value for our customers and organizations, we have to be willing to do the uncomfortable work, knowing up front that we’ll get it wrong much more often than we’ll get it right.
Once that becomes a habit, coming up short feels less like a personal failing, and more like a sign that we’re doing something worthy of our creative energy.
“Every problem, every dilemma, every dead end we find ourselves facing in life, only appears unsolvable inside a particular frame or point of view. Enlarge the box, or create another frame around the data, and problems vanish, while new opportunities appear.” The Art of Possibility