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

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

This week I’m fascinated by whether or not we might be taught to be taught by studying to show. I’m digging into the information that Xerox is constructing a storytelling staff. I discuss with the one and solely Ann Handley about methods 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: Marketing 2030: 7 Laws for Content Marketing Success

Listen to the Weekly Wrap

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

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

When we don’t practice our hires, we’re destined to fail, says @Robert_Rose through @cmicontent. #WeeklyWrap Click To Tweet


  • A recent tackle the information (10:30): PRWeek studies that Xerox has constructed a storytelling staff. The tech firm’s senior vp, and chief communications and model officer, Anne Marie Squeo, who’s a former reporter at The Wall Street Journal, selected folks with a journalism background for the staff, together with a former producer for ABC News, in response to the article.

It’s just a little early to see whether or not Xerox can efficiently practice these proficient journalists to thrive in a company tradition. But I like to see organizations like Xerox create groups to concentrate on tales slightly than but extra advertising content material.

.@Xerox is specializing in tales slightly than extra advertising #content material, says @Robert_Rose through @cmicontent. #WeeklyWrap Click 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. Just in case you don’t know, Ann Handley is The Wall Street Journal best-selling creator of Everybody Writes and Content Rules. Ann speaks worldwide about how companies can escape advertising mediocrity to ignite tangible outcomes. IBM named her one of many seven folks shaping trendy 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 Marketing 2020: Benchmarks, Budgets and Trends analysis we conduct with MarketingProfs.

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

Listen in, then be taught 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 publish through which our fearless chief, Stephanie Stahl, digs into the outcomes of our annual B2B analysis. Stephanie’s article, 2020 B2B Content Marketing: What the Successful Do [New Research] features a ton of element that may show you how to plan for the approaching 12 months and be taught 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 concentrate on the mid funnel or loyalty. Yet, in lots of circumstances, it’s simpler to indicate ROI there.

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

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.


Love for this week’s sponsor: ContentTECH Summit

Content, Technology, & Strategy for Enterprise Marketers

Join me this spring at ContentTECH Summit 2020, the place we’re lining up in-depth workshops, keynote talks, and sensible shows that can assist you develop into a more practical, extra strategic content material marketer. You’ll get insights that can assist you present a richer expertise on your clients and construct a extra worthwhile, stronger enterprise.

I hope to see you and your staff April 20 to 22 in San Diego. Check out the agenda and register as we speak.

HANDPICKED RELATED CONTENT: Content + Tech: How to Create Better Audience Experiences

The wrap-up

November marks the 104th anniversary of Albert Einstein’s idea of relativity. But they informed me there’d be no math in content material – I’ll add and subtract, however graphing is the place I draw the road. Next week, I’ll supply one thought from the best angle, a information merchandise that I’m constructive will matter, and one tip that may persuade you that not all content material advertising issues are exhausting … simply sum.

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

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

It’s your story. Tell it properly.

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Cover picture by Joseph Kalinowski/Content Marketing Institute

Author: Robert Rose

Robert is the founder and chief technique officer of The Content Advisory, the training and consulting group for The Content Marketing Institute. Robert has labored with greater than 500 corporations, together with 15 of the Fortune 100. He’s supplied content material advertising and technique recommendation for international manufacturers akin to Capital One, NASA, Dell, McCormick Spices, Hewlett Packard, Microsoft, and The Bill & Melinda Gates Foundation. Robert’s third ebook – Killing Marketing, with co-author Joe Pulizzi has been referred to as the “book that rewrites the rules of marketing.” His second ebook – Experiences: The Seventh Era of Marketing is a high vendor and has been referred to as a “treatise, and a call to arms for marketers to lead business innovation in the 21st century.” Robert’s first ebook, Managing Content Marketing, spent two weeks as a high 10 advertising ebook on Amazon.com and is usually thought of to be the “owners manual” of the content material advertising course of. You can meet up with Robert on his common podcast – The Weekly Wrap. Follow him on Twitter @Robert_Rose.

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