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Actionable Marketing Podcast

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Now displaying: January, 2020
Jan 28, 2020

Do you prefer shorter or longer content? As marketers, you can use the curiosity gap concept to attract and retain your audience’s attention.   

Today’s guest is Andrew Davis, a well-respected marketing keynote speaker who helps people around the world solve marketing and business challenges. He describes how marketers can create content that encourages their customers to take action, stay engaged, and keep coming back for more.

Some of the highlights of the show include:

  • Consumer Behavior: Don’t have time or don’t make time to consume content
  • SEO: Search engines now favor longer content not full of keywords
  • Curiosity Gap: Void between what you know and want to know to find answers
  • Teasers and Promos: Curiosity gaps need to be used for good, not evil by building excitement that measures up and pays off    
  • Create curiosity gap by following Storybox Formula: 
    • Show what audience wants
    • Challenge solutions
    • Show potential outcomes
    • Reinforce results
  • Consume content to provide feedback on curiosity gaps:
    • When it this content too long? Don’t cut content, reorder elements
    • Watch reality TV to recognize tension that keeps the audience's attention

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Quotes by Andrew Davis: 

“It’s not the fact that they have no time. It’s just that they don’t want to make time to consume your content.

“Stop blaming the consumer for having no time or having a short attention span. It’s our job to create content that earns their attention.”

“The more stuff you take out of your content to make it shorter, the less consumable it is.” 

“A curiosity gap is just a void between what you know and what you want to know.”

Jan 21, 2020

Do you have a podcast? Why not? What does it take? Learn how to launch a successful podcast—no experience necessary. Just start it, and stick with it.   

Today’s guest is Nathan Ellering, Head of Marketing at CoSchedule. He started the  Actionable Marketing Podcast (AMP) from scratch nearly five years ago. He shares some of the lessons he learned to help listeners create their own show.

Some of the highlights of the show include: 

  • Why launch AMP? Move beyond blog to share similar goals and solve problems
  • Strategy: Kickstart conversations to connect with customers and industry experts
  • Fail Fast Philosophy: Share lessons learned and mistakes made with audience
  • How long does it take to gain traction and traffic? Long-term program that involves ratings, reviews, and subscribers
  • Notable Names: Get great podcast guests, such as coworkers, micro-influencers, and experts with existing followers 
  • Favorite AMP Memories: Feeling nervous to experiencing outpouring of support  
  • Top Tips:
    • Don’t overthink things
    • Build interview skills
    • Know recording quality matters
    • Hire professional editor
    • Utilize host provider
    • Plan ahead to create content

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Jan 14, 2020

What’s stopping you from reaching your goals? Are labor-intensive processes slowing you down? What processes can marketers implement to improve collaboration that makes SEO and content work?    

Today’s guest is Lindsay McGuire, digital content SEO specialist at Formstack. What began as an online form builder, Formstack also offers automatic document generation, electronic signatures, bidirectional data integration software, and workflow automation. It’s not about taking things off your plate, but automating processes to free up time to do other things. 

Some of the highlights of the show include:

  • Formstack: Helps organizations take manual- and paper-based processes online to make their work more effective and efficient
  • Two sides to her job: Content and SEO for Formstack’s blog, podcast, Website, and Webinars 
  • Golden Equation = Appeal to search engines + high ranking + appeal to people
  • Marketing Department Structure: Formstack values marketing and understands its benefits
  • Sprints: Lack of scope, clarity, and communications means switching from shorter to longer sprints to remain agile with extended qualities 
  • Planning Priorities: “Needs” are must-have projects, and “Ideas” are fun and creative projects 
  • Content Creation Process: Starts with SEO and includes trending keywords, search history, traffic, email statistics, and ranking content 
  • SEO and Content Challenges: Connect with audience to close a sale 
  • How does Lindsay stay organized to be successful? Calendars, To Do lists, and brain breaks 

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Jan 7, 2020

When was the last time you actually talked to your customers? What do they care about? What’s relevant to them? If you don’t know, you better find out. Marketers need to know and understand their audience to attract, convert, and drive profitable action from customers.    

Today’s guest is Ardath Albee, CEO and B2B marketing strategist at Marketing Interactions, Inc. She is the author of, Digital Relevance: Developing Marketing Content and Strategies that Drive Results. Ardath describes how buyer persona frameworks can help unify your brand message—from marketing to sales and beyond.

Some of the highlights of the show include:

  • Buyer Persona: Composite sketch of target market based on validated commonalities for content marketing to steer productive buyer engagement
  • Buyer Engagement: Move from problem to solution to make a purchase decision
  • Why create buyer personas? Understand audience to create relevant content that resonates with problems they experience and what matters to them
  • Questions for Customers: What do you do? What are your responsibilities? What problem triggered your interest to take action in a product/service? 
  • Success Story: Sales enablement plus marketing equals huge win for company
  • How many is too many buyer personas? Less is more, mitigate risk, allocate resources, collect customer testimonials, and create inclusive relevance content 

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