3 counterintuitive lessons from 3 marketing legends

I recently had an opportunity to see three of the planet’s most amazing marketers – in the same place and in succession.  The morning session of the Fuel Cleveland 2015 event started off with Guy Kawasaki, insightful former chief evangelist for Apple, led into Jeff Hayzlett, high-energy author and host of C-Suite TV, and finished with Seth Godin, inspiring author and the world’s most-read blogger.  While their talks were very different, a few interesting themes emerged.  Each of them encouraged vision, boldness and purpose.  But they also agreed on three key points, all of which seem to go against traditional convention and what we may have been taught.  Here’s what they had to say:

1) Whatever you sell has to be both unique and valuable

If you ask Harvard’s…

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Have you met your 2015 B2B social media resolutions?

It’s hard to believe the last quarter of 2015 is already upon us. That probably means you’ve either met most of your annual goals or are worrying about what you can do to make an impact before the end of the year.

If you’re like many of the B2B marketers I talk to, social media was probably on your 2015 “to-do” list. But your best intentions to make meaningful progress in this area may have been relegated to the back-burner by that product launch, that sales force realignment or that [insert surprise initiative here].

It’s not too late

If you find yourself in that boat, it’s not too late. Here are two ideas you can implement before the end of the year to show meaningful progress on the social media front – and set you up for success in 2016.

  • Develop a social…
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3 Shocking Take-Aways from Content Marketing World 2015

Content Marketing World, the globe’s foremost conference on content marketing, took place September 8-11 in Cleveland.  There were hundreds of great sessions on everything from storytelling to SEO, from infographics to improvisation.  For me, three sessions stood out – not because they fit the mold, but because their messages were counterintuitive and iconoclastic.  Here are the three themes that made me think the most:

  1. We don’t need any more content marketers
  2. Put your worst foot forward
  3. Don’t try to maximize your social media reach

Let’s explore each to understand what’s behind these provocative headlines.

1) We Don’t Need Any More Content Marketers

Jay Baer, author of Youtility, came up with this gem.  According to Baer, we have enough content…

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BMW CEO Harald Krueger, meet that master psychiatrist, Frank Sinatra

4 tips for recovering after a stumble in the spotlight

Harald Krueger, chief executive officer of BMW for just a few months, fainted during a press conference to introduce new car models at the Frankfurt Motor Show. Reports indicate he is recovering.

Was it pressure at his first major appearance and at one of the most prestigious events in the industry?

Was it, as apparently suggested by a company spokesperson, the result of a frenetic travel schedule?

Certainly it is important to know what caused the dizziness to make sure it does not happen again.

But what he does then is critically important to make sure that one very real stumble does not define him as a leader for the rest of his life.

Because the media will keep this story alive for as long as possible –…

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The 4 keys to great content audits

Everyone’s looking for the secret to unlocking better content marketing as though it were the Da Vinci Code. Many marketers are quick to jump to the content itself, but it’s often the preparation for content creation that can make the biggest difference.  Identifying gaps and deficiencies in current content will ensure new content is correctly targeted, easier to write and more effective. 

The best place to begin is with a content audit, in which you assess your own marketing materials as well as those of competitors.  There are four keys – four C’s, actually – to making this review process more effective:

Key #1:  Collect

What materials should be audited?  If you think all you need to assess are just a few blog posts, white papers and case studies, think again. …

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