Tips for young marketers; More or better marketing?

In this week's newsletter, I'm sharing two bits of useful marketing content.

Hey there!

I’m part of a marketing Slack group that has a bunch of awesome, high profile marketers in it.

There was a recent thread on ‘tips for younger marketers’.

Depending on where you’re at in your marketing career, I think many of you can benefit from their advice:

9 tips for young marketers

  1. The average CMO lifespan is 18 months. Prepared to get fired when you make it to the top—understand the dynamics of the role and get a thick skin.

  2. Marketing is about both maths AND creativity. Don’t be fooled into thinking it’s all one or the other.

  3. Hustle culture isn’t smart. Work smart. Time management is important to your success.

  4. You should be working on your personal brand as much as your company’s brand. As you climb the ladder, your personal brand will carry with you from job to job.

  5. When you leave a company, don’t burn bridges. It doesn’t feel like it, but you’ll bump into a surprising amount of old colleagues over your career.

  6. Don’t be afraid to speak up in meetings or send them to your leadership team. Acting like a leader and sharing useful, actionable ideas help others see you as a leader (and also you might get the opportunity to execute your ideas).

  7. Become a swiss army knife of marketing. Try to spread your skillset and get involved everywhere you can. This breadth will help you as a leader.

  8. Be aware that if you don’t move between product types, industries, B2B vs B2C, product or agency, then you will get pigeonholed later in your career.

  9. (However,) Specialising in a skillset like content marketing can help you climb the corporate ladder. Becoming a specialist gives you a clear skillset that companies can recruit for.

What would you add? Share it below and I’ll make it into a LinkedIn post and tag you.

Leave a comment


On a separate note, someone shared the below article with me.

It goes into what marketing IS and why knowing the difference between skillsets really matters.

Do you need more marketing or better marketing?

Best bits from the article:

A great definition of marketing: “We have described marketing as the process of focusing on who the customer really is, and what the customer is actually buying from you . . . rather than what you’re selling. What customers can buy from your business. . . that they cannot obtain from another . . . is the real reason they do business with you.”

The key point of the article: With many business challenges, we don’t have a clear understanding of whose job they are to fix. There’s a difference in skillset between product marketing and marketing services, for example, so referring a challenge to the wrong professional leads to inadequate outcomes.

Example: “Executing an effective new product launch by relegating the planning and execution to Marketing Services, or worse, to your advertising agency, is a mistake. Given that 90% of new product introductions fail to achieve their sales goals, perhaps it’s time to consider that the execution may not be the problem. Perhaps there was never a viable plan.”

Read the full article here.

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P.s. Did you get some value from this article? I give away everything for free, so if you think I deserve it, you can ‘buy me a beer’ right here (i.e. donate $5).

10 SEO rules I follow to rank on the first page

Over the last few years, I've stuck to these 10 rules and ranked #1 in Google lots of times.

Hey!

These 10 rules are essentially my SEO bible.

Having interviewed multiple experts (e.g. Tim Soulo from Ahrefs) on the podcast and written tons of search engine optimised articles myself, I think I’ve nailed a process that works for me every time.

These 10 rules go an extra step into SEO and do require an understanding of the subject.

So if you’re totally new to SEO, at the bottom of this email I’ve listed the guides and podcasts I share with friends interested who want to get started.

Keen to hear your feedback, feel free to drop a comment below.

Ben ☮️


Useful articles:

1/ Search Engine Optimisation, A Beginner’s Guide (Ahrefs)

2/ A Beginner’s Guide to SEO (Moz)

2/ SEO best practice with Gareth Morgan, Liberty Marketing

3/ Tim Soulo, How to drive growth with SEO

4/ How to dominate search (rapid growth in short time frames)

5/ Word count for SEO, does it really make a difference?


P.s. Did you get some value from this article? I give away everything for free, so if you think I deserve it, you can ‘buy me a beer’ right here (i.e. donate $5).

Get more traffic 🦸‍♀️🦸

Be an all-around hero using these 3 tactics

Hey there!

Writing more blog posts is not *always* the best way to get more traffic.

In this short article (1k words), I cover a few tips and tactics I've used personally to get more traffic for my website by simply tweaking, editing and updating existing content.

Tactics included:

1/ Updating the meta title and description to increase click-through rates

2/ Refocusing your top-performing content around even higher volume keywords

3/ Rewriting or extending articles to push them to the front page of Google

I go through the when, why, how of each tactic in-depth so you get more traffic, win customers and be an all-around hero at work.

Any questions? Drop them below and I’ll do my best to answer.

Ben ☮️


P.s. I give everything away for free. But, if you think I deserve it, you can ‘buy me a beer’ right here (i.e. donate $5).

Building a media department for your brand

Hey!

I’ve written a short article this week instead of the newsletter.

It’s something I’ve been thinking about for a long time—something I think is the future of long-term B2B marketing.

You can read it on the How the Fxck blog here.

Cheers for following along, Ben.✌️☮️

P.s. Support this on Twitter :) and drop a comment below if you have questions.


Social chain, Mini, the UN?

Win them with content marketing.

Hey there,

This week, I talked to Xenia Muntean, the founder of Planable.

Planable is an early-stage startup that is using content marketing to win customers like Social Chain, Mini and the United Nations.

In the episode, we deep dive into what makes their content marketing strategy a success.

I just posted this on Twitter here—if you want to support the podcast, please give us a RT.


Here’s what we covered:

How do you win insanely cool clients like Social Chain?

  1. Build a product around your customer's feedback—a very useful product.

  2. Invest in creating content that serves the customer

What's an example of the content you create?

A couple of months ago we launched our series of 6 Holiday Kits (PDF guides) to help marketers prepare and plan for the holiday season. This campaign brought us 600+leads and thousands of visits. This just illustrates the power of giving value to your audience through content.

We often do this—creating useful kits, designs, coupons and other resources to serve our audience.

How do you turn those into customers?

We serve them well, we keep in contact with them, and we hope they consider us and remember us when they're in need.

It's very hard to measure content success. The attribution is very hard. But you have to trust in the process.

Occasionally, we will reach out to a downloader personally if we think our product would really fit them well. But we don't work leads in a traditional sales way.

It's a long term game. My best expectation is for them to check out other content and keep engaging, we don't have a specific conversion rate from download to customer.

What made your content campaign a success?

We aim to make it original and actually valuable. Not just a long blog packaged into a kit, but a resource that is really useable in the wild.

We also partnered with other vendors to create something great and leverage their audience—but as an early-stage company this was hard and we can't count on it as a growth channel.

What does your other content strategy look like?

It used to be all about brand. Now we have greater alignment with our product (using our product in a very subtle way as part of the 'how-to') and leverage SEO to drive more leads, too.

Always, we do a lot of research and make sure it's highly valuable.

What's your most controversial marketing opinion?

A recent one I heard is a disagreement with repurposing content. Lots of people repurpose content endlessly. You get better results by creating content designed for a channel specifically, people shouldn't be blindly repurposing content.

Listen Now


P.s. If you think I deserve it, you can ‘buy me a beer’ right here (i.e. donate £5 to keep the podcast running)

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