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Actionable Marketing Podcast

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Now displaying: January, 2019
Jan 29, 2019

How would you like to make $22 on every $1 spent promoting content? Sounds too good to be true, right? Well, let’s find out.

Today, we’re talking to Freyja Spaven and Daniel Daines-Hutt, authors of How We Drive A $22:1 ROI From Cold Traffic, Using Facebook And Promoted Content. They share secrets to their success when it comes to researching, planning, designing, copywriting, and testing to promote content via paid ads on Facebook.

Some of the highlights of the show include:

  • AmpMyContent helps small business that have funds, but are time poor and unable to leverage content
  • Tweaking content to make it 10X more effective
  • Paid Ad Process:
  • Ad goes to cold audience
  • Drives them to piece of content
  • Presents hyper-specific, next-step offer with highly efficient lead magnet
  • Over-inundation of content; 83.6 million new posts are published every month
  • Facebook ads allow you to get a lot reach, without spending a lot of money
  • Research: Push traffic to good, not bad content; determine if ad is profitable; and interview readers regarding a problem that needs a solution
  • Avoid creating a lot of content that doesn’t highlight your expertise about a topic
  • Ads start at a loss; use bottom-up testing to make ads profitable
  • Create ideal audience for your content to make an ad that resonates with them
  • Supply and Demand: More specific your ads, the more Facebook charges
  • How people consume a newsfeed ad; on auto-pilot with their attention, interest
  • Use Facebook machine learning to your advantage to obtain user data and create algorithm to achieve conversion goals
  • Branded Solution: Ad content should educate readers about specific systems and processes that reduce stress and solve relevant problems
  • Getting people into a room, but not offering them anything; every piece of content should have a call to action
  • Email is an effective channel to make sales

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Jan 22, 2019

Do you do whatever you can to get a prospect’s attention? Many marketers actually miss the mark when it comes to connecting their customers and content.

Today, we’re talking to Heidi Cohen, chief content officer of Actionable Marketing Guide. She describes how you can build momentum to keep your content visible, consumable, and actionable. Also, Heidi shares a method to follow for your content’s amplification and distribution process.

Some of the highlights of the show include:

  • Difference between distribution and promotion of content
  • Distribution Method:
    1. Ignite (up to first three days): Build a network and spark participants’ interest and willingness to engage with and share your content
    2. Fuel (first month): Plan, manage, and schedule social media marketing to keep content fresh and visible; utilize many mediums (i.e. video, audio)
    3. Spread (ongoing): Road test content to determine what works or doesn’t to attract new people; perform audit to update content and get conversions
  • Less than 60% of digital traffic is human; build relationships and be creative to reach humans who will share your content
  • Ways to create new or keep content going include visuals/images, guest posts, build authority, get people involved, take content live, and go to conferences   

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Jan 15, 2019

We’ve talked about influencer marketing and referral marketing. Now, it’s time to talk about affiliate marketing. With all these types of marketing, where does one end and the other begin? They’re all related, but each is a little different.

Today, we’re talking to Arlen Robinson, chief operating officer and co-founder of OmniStar Interactive. Arlen describes the differences between types of marketing, how to set up a structured program for affiliate marketing, and how to recruit and create incentives to bring affiliates on board.

Some of the highlights of the show include:

  • Affiliate Marketing: People who are outside affiliates, not customers, promote your business, products, and services
  • Referral Marketing: Your customers who refer your business to people they know
  • Influencer Marketing: Someone who has their own audience and following
  • Every business should implement an affiliate or referral program because of stats
  • Due to abundant shopping options being available, consumers get overwhelmed
  • Create an affiliate program by defining reasonable goals and promotional strategies, as well as ways to measure success
  • Find and recruit affiliates via online directories and social media; be competitive and get their attention by offering sizeable incentives - cash is king
  • Other incentives could include offering products, merchandise, and gift cards
  • Affordable solutions are available to internally track and manage sales, payment process, and content influenced by individual affiliates
  • Use a viral loop to create a constant flow into your affiliate and referral programs

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Jan 8, 2019

How can you improve your content marketing? How can you take advantage of an opportunity to entice people? Every company has the typical branding and collateral, but CoSchedule goes above and beyond with a tower of donuts!

Today, we’re talking to Ann Handley, award-winning content marketing expert and Chief Content Officer (CCO) for MarketingProfs. Ann shares how she organizes her team, what’s she focusing on for the company, and how she measures effectiveness and success. 

Some of the highlights of the show include: 

  • CCO: Person at a management level who manages content - what a company sells and does
  • MarketingProfs educates and trains marketers; helps them figure out how to use modern digital tools, tactics, and techniques
  • Six Elements of Campaign Marketing: Strategy, plan, create, communicate, analyze, and management
  • Identify what's important to marketers; always ask - what does our audience need to know to be successful in marketing?
  • Focus on the Future: Plan what needs to be done now to know what you will offer in the next six months
  • Remote teams require knowing what everybody's working on and where things are at; MarketingProfs’ philosophy is “When in doubt, cc”
  • Utilize project management tools; don’t buy helpful tools and then not use them
  • Hire people who are able to work in your company’s environment and who value and crave the type of autonomy offered
  • Metrics used to measure success depends on the content; review open rates, trends, and other indicators - what metrics matter more holistically and broadly
  • Ann redesigned and re-launched her Website because to align her personal and professional worlds
  • Focus on your distribution strategy to make your content stand out; distribute conversational and helpful content via email to connect directly with people

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