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Actionable Marketing Podcast

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Now displaying: September, 2019
Sep 24, 2019

What if customers found your business every single time they Googled an industry buzzword? Can you imagine the incredible amount of traffic that would generate? Connect the dots between increased traffic and true business value to convert opportunities into leads.

Today’s guest is Liam Barnes, search engine optimization (SEO) specialist at Directive. He describes how “guides” are the future of SEO-driven content marketing. Discover what quality content looks like, why long-form interactive content works, and get tips on SEO keyword selection and tools. 

Some of the highlights of the show include:

  • Where to start with SEO? Depends on several factors, including the client, industry, purpose of Website, and product 
  • Different Dynamic Ways for SEO Website: 
    • Content: Based on keyword research, purpose, and topics targeted
    • Product: Keywords describe the product or focus on user experience
  • Benefits of a Blog: Understand what, why, and how Google ranks content and utilize link building for search engine results pages (SERP)
  • Short-tail, High Demand vs. Long-tail, Low Demand: Find keywords and make guides for different intents
  • Guides that Rank: Long-form content pieces between 5,000 to 20,000 words where table of contents covers and breaks down every subtopic of a broad topic
  • What’s good for the user, is good for SEO: When a piece gets big, it must be consumable to keep user’s interest and attention
  • Single or Multiple Keyword Slugs: Which alternative offers a better user experience; what are you looking for?
  • Directive’s Guide: What is CRO? Gather information for as many people as possible and then apply what works best for clients
  • Go-to tools for SEO keyword selection include Google, Moz, SEMrush, Ahrefs, and Backlinko 
  • Interactive Content and Tools: Artificial Intelligence (AI) and voice search based off of interactive content to create conversations with the search engine.
  • SEO Takes Time: Go back to the basics to understand what the search engine considers—quality content, highly authoritative links, and good user experience

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Sep 17, 2019

Marketers who document their strategy are 313% more likely to report success. Yet, most marketer’s plans don’t change based on what works or not. Marketing is about generating results, not activity. Make a plan, and stick to it to be successful!

Today’s guest is Agnes Józwiak, brand and communication director at ClickMeeting. Agnes focuses on process to empower her team to make, review, and iterate strategic decisions to produce significant results. What features and what process do you need to put into action?

Some of the highlights of the show include:

  • ClickMeeting: Browser-based Webinar platform for online events, courses, product demos, sales presentations, and meetings via video conferencing
  • Platform full of features for Webinar process, from promotion through analyzing
  • ClickMeeting: Customer feedback built and shaped tool to meet needs and goals
  • Documenting Do’s and Don’ts: Processes should make people’s lives easier
  • Blog Posts: Create in-depth content to repurpose and provide value to get results 
  • All About Automation: Educate people on how to automate processes to make their businesses run smoothly
  • Happy Marketing Team, Happy Customers: Make decisions together based on results and trust your experts

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Sep 10, 2019

Do you spend more time coordinating or completing your work? Marketers need to create content that matters to their target audience. If the content is not valuable, then it’s worthless to waste their time and yours.

Today’s guest is Sean Gordon, marketing manager at Vanguard Charitable. Sean shares how a simple and agile “placemats” framework plans and delivers high-value projects. When clients expect more from Sean and his team, they expect more from themselves. 

Some of the highlights of the show include: 

  • Search for Efficiencies and Maximize Resources: Unintentional but not uncommon to use makeshift marketing 
  • Marketing and Planning Process: Vanguard Charitable sponsors and uses donor-advised funds (DAFs) to strategically think about charitable activities
  • Operational Communications: Conduct grant research, communicate with nonprofits, and reach donors
  • Placemats Framework: Set strategic vision of goals to achieve; execute, and adapt when necessary 
  • Prioritize/Deprioritize: Get more done, or do most valuable work
  • Value of Agile. Setbacks happen; accept, learn, and try something else next time
  • Successful Solutions: Leverage CoSchedule and other tools to communicate with clients and donors

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Sep 3, 2019

Marketers are expected to do more without increasing headcount and know how to use marketing tools and technology (MarTech). Change is inevitable, and embracing it can help marketers succeed. 

Today’s guests are G5’s Marketing Campaign Manager Celena Canode and Content Marketing Manager Emily Pick.They offer insight on how a hub and spoke content model promotes and delivers marketing content to get major results.G5’s goal is to help clients increase exposure and achieve peak occupancies via digital marketing for self-storage, multifamily, and senior living verticals. 

Some of the highlights of the show include:

  • Day-in-the-Life of G5 Marketers: Multi-purpose, do everything, always changing, never concentrate on one task for too long
  • Norm for Marketers: Set aside time to focus; be agile to adapt to the unexpected
  • Open Office Space: Remove distractions, find a place to hide, or work remotely
  • Marketing Strategy: Streamline plans and align tasks with business goals
  • Vertical Leads: Identify pain points, develop tactical side of strategy, and provide value through content and education to overcome challenges
  • Hub and Spoke Model: Distribution plans consider channels, how to share and amplify content, and empower internal teams to appropriately use content
  • Marketing Analytics: G5 uses Salesforce and Pardot to track goals and KPIs
  • G5 selected CoSchedule to consolidate and centralize tasks, schedules, and staff to provide visibility and accountability 
  • Lattices, not Ladders: Are you willing to move and take a different position? 

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