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Actionable Marketing Podcast

You're listening to the Actionable Marketing Podcast, powered by CoSchedule - the only way to organize your marketing in one place. Weekly interviews, strategy, and advice from marketing geniuses delivered right to your earbuds. For the marketing professional ready to make sh*t happen.
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Now displaying: August, 2019
Aug 27, 2019

Remember the 1990s, when people used old school search engines? Cost per click for SEO was unheard of back then. Now, everybody uses Google. People have more control over marketing content than ever before. What’s the best way for your target audience to discover your marketing content? Search engine optimization (SEO). 

Today’s guest is Stephan Spencer, SEO expert and co-author of The Art of SEO. Stephan describes myths and truths about SEO, including why remarkable content wins.

Some of the highlights of the show include:

  • Stephan’s Career Path: Studying for a PhD in biochemistry, only to switch to SEO
  • What makes a good headline? Decision to consider SEO and keywords that attract users
  • Quality over Quantity: Google rewards sites with Expertise, Authoritativeness, and Trustworthiness (EAT) and Your Money or Your Life (YMYL) 
  • Myths Debunked: Meta keywords and descriptions are not as valuable for rankings and click-throughs; guessing game with no data to back it up
  • BS Detector: Ask specific SEO questions to verify so-called expertise
  • Where to begin with SEO: Start by defining strategies, followed by tactics
  • Prioritize and balance both internal and external requests; don’t become the “butt” of jokes 

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Aug 20, 2019

It’s good enough. Usually, “good enough” isn’t enough to solve problems for employees and customers. 

Today’s guest is Brianne Hoffman, senior marketing and communications manager at Wanzek Construction. She offers advice on how to avoid makeshift marketing to improve productivity. 

Some of the highlights of the show include:

  • Internal and External Marketing and Communications: Create strategies that grab and engage target audience 
  • Wanzek Construction: Builds and maintains industrial wind turbines, solar farms
  • Plan Persona and Associate with Audience: Long-term projects decrease need for brand new business and customers
  • #1 Priority: Safety is cornerstone of Wanzek Construction’s people and property
  • Core Values and Work Culture: Big, happy family
  • 7 Internal Beliefs: Protect, Trust, Talent, Information, Integrity, Communication, and Profit
  • Fist Bump App: Callouts to coworkers for a job well done 
  • Content Pillars: Document marketing and communication goals and game plan 
  • Plan in advance to help anticipate and alleviate fire drills and pop-up projects
  • Weekly Summary: Reinforce and reflect on list of accomplishments
  • Pressure to do more, with less: Identify inefficiencies to shift responsibilities, and find tools that get things done faster 
  • Wanzek Way: Be the best and deliver excellence
  • Back to the Drawing Board: What do you think we should do? 
  • Marketing and Communication Metrics: Track popular posts, recruitment campaigns, followers, and more

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Aug 13, 2019

Unexpected projects derail your marketing process or work management. It happens. How do you prepare or respond to such stress? Do you find a way to complete your work and meet deadlines? Marketing teams are always expected to do more with less. 

Today’s guest is Dree Ziegler, director of digital marketing at Fulton Fish Market. Every marketer has similar tactics, but they’re all talking to different audiences and pitching different services and products. Dree brings a fresh perspective and describes how she created a process using CoSchedule to stay organized and constantly communicate. 

Some of the highlights of the show include:

  • Not a Can of Corn: Fulton Fish Market in New York City follows the same way of doing things since the beginning of time
  • Nothin’ Fishy about Dree’s Marketing Experience: Digital and eCommerce marketing and technology strategy that moved to the merchant side of the business
  • Remote Headquarters: Dree manages a dispersed team of people in a number of places who are in contact with all the people in the market on a daily basis
  • Challenges: Dree understands the importance of visibility across the team, staying organized, and constant communication
  • Gone Fishin’: Fultonfishmarket.com’s goal is to bring that fresh seafood experience to people, wherever they may live
  • It’s not the same: Fresh fish from a grocery store is fish caught months ago, frozen, kept in a warehouse, trucked across the country, thawed, and put on display
  • Fulton Fish Market features about 40 vendors that bring fresh fish that’s sent overnight and delivered to your doorstep
  • Fulton Fish Market’s Documenting Strategy for Marketing Plan: 
    • Set high-level goals for team that’s still growing
    • Update Website to improve consumer experience
    • Put baseline digital marketing tools in place to plan daily tasks
    • Draft and create day-to-day marketing plan and content
  • Fish-on-the-Fly Campaigns: Ordering and buying fish that’s only good for so long; purchasing department buys what’s fresh in the market and expected to sell
  • Project Plan: Visual waterfall of tasks and who’s doing what; monitor team’s tasks, pickup slack, work collaboratively, and deliver what’s promised 
  • Fulton Fish Market’s next frontier is doing the things that people should be doing vs. automation and machine learning (ML) tools
  • Marinating on Future of Digital Marketing: No experience needed, continue to learn, differentiate yourself, and stay hungry

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Aug 6, 2019

Do you work alone, or as part of a content marketing team? Do you have a strong content marketing presence? How do you measure content marketing success? Learn from marketing content engines that do it right. 

Today’s guest is Jennifer Pepper, head of content marketing at Unbounce. She describes how to build successful content marketing teams and processes. It's easy to get mesmerized by marketing technologies, but most marketers focus on strategies and goals to stay organized and productive.

Some of the highlights of the show include:

  • Unbounce: Leading landing-page platform with drag-and-drop feature to easily make changes and better control conversions 
  • Content Strategy: Driven by marketing team’s strategy, needs, and best practices
  • Balance and Alignment: Marketing strategy with business to prioritize content
  • Content Machine: Set foundation, create funnel, and focus on content services
  • Content Updates vs. Neverending Creation: Serve everything, and keep it fresh
  • Different Departments: Work well with others to align content marketing priorities 
  • Unbounce’s Future Goals: 
    • Attract target segments with core content that’s difficult to replicate
    • Regain organic traffic
    • Improve discoverability of evergreen content
    • Become exceptional at multimedia content
  • Makeshift Marketing: Who’s doing what? Using what tools? 
  • Content Creation Process: Editorial calendar for blog, roadmap for long-term projects, and project manager to keep staff on schedule
  • Team Size Matters: Requires ruthless prioritization and alignment on projects
  • Defining and Measuring Success: Monthly results for direct and organic traffic, number of new subscribers, and keyword positioning on Google
  • Psychological Safety Net: Supportive and fun culture of content marketing team
  • Competition-free Content: Stand out by creating useful, value-add, quality, and compelling content that can’t be replicated

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