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How To Do Less and Get More in Every Facet of Content Marketing



How To Do Less and Get More in Every Facet of Content Marketing

Content marketing work hasn’t slowed down – and it’s not likely to anytime soon.

Yet content marketers have adapted admirably to constant disruptions and changes in direction.

Many of you have explored newer content platforms (metaverse anyone?). Many have built a presence on new channels like Clubhouse and those that have entered the mainstream like Discord. And some have experimented with content formats like NFTs and pushed the envelope in AI, AR/VR content experiences

What’s even more impressive? Two-thirds of B2B marketers say they made these strides without additional budget resources or team support, according to CMI’s 2022 B2B Benchmarks, Budgets, and Trends report.

We’re all doing more with less. A new year is a great time to flip that script. So, I’ve pulled together a collection of tips and resources that will help you do less heavy lifting and get more value from your effort.

Do less heavy lifting and get more value from your #ContentMarketing efforts in 2022, says @Joderama. She even shares ideas on how (via @CMIcontent). Click To Tweet

Get your strategy in order

Success rarely happens through shortcuts. But it can occur through a reliable process followed by the most successful B2B marketers: They create – and document – their content marketing strategy.

Your content marketing strategy should detail three key pillars:

  • Why– the marketing and business goals and the reason to create content as opposed to other marketing techniques
  • Who – the audience to serve, including who they are, what they need, and their customer journey
  • How– the unique brand mission or story, what sets your content apart from what else your audience might choose

Start with a simplified strategy and refine it over time. Zero in on your top-priority content marketing goal by asking these questions:

  • What business need are we struggling to achieve through current marketing initiatives? For example, if the challenge is lead or demand generation, the goal could be to build the brand’s authority in the marketplace or accelerate the conversion path on your website.
  • How big is this need? How will addressing it help drive our goals? If you aren’t sure, compare the business value from each target market. If one drives more revenue or incurs more conversion costs, it’s likely worth focusing your content on the more successful market’s needs.
  • What is the differentiating value? Why is it more important to invest time and money in content marketing than in other marketing?
  • What is our ideal outcome with this process? What will it do for our business if we succeed?

Then, ask these questions to develop accurate personas to guide your content:

  • Who is the audience? What are their defining traits and distinguishing characteristics?
  • What roles do they play? What does their typical day look like?
  • What do they need to accomplish? What informational gaps stand in the way of reaching those goals?
  • Where are they in our funnel? What information do they need most to help them reach the next stage?
  • Why would they care about our company as a product/service provider?

Go to the source for more details: Create a Content Marketing Strategy in 3 Steps

Map out your content operations

Content marketers are expected to collaborate on constructing, implementing, and administering a framework to manage content operations across the enterprise.

Cathy McKnight of The Content Advisory offers these suggestions for building that framework and simplifying how content gets created and managed in your organization.

 Articulate the purpose of your content. Your purpose explains why your team creates content ­– think of it as the North Star guiding all your efforts.

Define your brand’s content mission. Do you intend to use content to attract recruits? Build brand advocacy? Deepen relationships with customers? Can you clearly communicate your mission? Do you have a unique voice or value proposition? Answering all these questions will solidify your content mission.

Set and monitor a few core objectives and key results. OKRs are an effective way to communicate goals and milestones to be achieved. Each objective – an overall business goal – usually encompasses three to five quantifiable, objective, measurable outcomes. Checkpoints ensure the ultimate objective is reached.

1641217627 603 How To Do Less and Get More in Every Facet

Organize your content operations team. With OKRs set, people need to get the work done. What will the structure look like? Who will report to whom? Will you use a centralized command-and-control approach, a decentralized-but-supported structure, or something in between?

The team structure and organization must work within the construct and culture of the larger organization. Use the sample org chart below as a reference: At the top is the content function before it diverges into two paths – one for brand communications and one for a content center of excellence.

How To Do Less and Get More in Every Facet

Click to enlarge

Formalize a governance model. Governance ensures your content operations follow agreed-upon goals, objectives, and standards. You also need to ensure all content stakeholders across the organization are willing to adopt them.

Create efficient processes and workflows. Adherence to the governance model requires a line of sight into all content processes – including how each type of content is generated from start to finish. You may need to do some leg work to understand:

  • How many ways is content created and published?
  • Who is involved (internal and external resources)?
  • How is progress tracked?
  • Who are the doers and approvers?
  • What happens to the content after it’s completed?

Once documented, you can streamline and align these processes into a core workflow, allowing for outlier and ad-hoc content needs and requests. (See below for more details on how to map that core workflow for your business.)

Cathy offers this model for approving social content, organized into three tiers – the request, the production and scheduling, and the storage and success measurement:

1641217627 984 How To Do Less and Get More in Every Facet

Click to enlarge

Deploy the best-fit technology stack. Many organizations grow through acquisition, inheriting duplicate components within their content stacks. Do an audit, eliminate redundancies, and simplify where possible. Use the inherent capabilities within the content stack to automate where you can.

Get more from the source: How To Build a Content Operations Framework (and Why You Need One)

Document your workflow details

Creating a detailed and documented content marketing workflow gives structure to your processes, visibility into collaborative dependencies, and execution efficiency.

A content marketing workflow structures your processes and provides visibility to collaborative dependencies, says @HANDLE

For example, content teams get tons of requests for content from across the enterprise and are tasked with coming up with ideas to fulfill them. If your team doesn’t have a reliable way to collect and call up those ideas, it will be impossible to track them.

Workfront’s Raechel Duplain suggests documenting these aspects for greater efficiency and effectiveness:

  • Identify who needs to be involved in content requests and ideation. Consider where requests and ideas are coming from. Include the key members of your team and relevant stakeholders and subject-matter experts in other departments.
  • Create a central location or repository for requests and idea submissions. Require that all content requests and ideas be submitted in a standardized fashion to one place. You could create an email alias that goes to your team lead (e.g., [email protected]), an online form that auto-populates a shared spreadsheet, or a cloud-based solution. The repository should serve as the place to prioritize and select content for production.
  • Detail approvers and reviewers. Before work starts, know who needs to approve topics, such as the sales team, internal subject-matter experts, or executives.
  • Determine the sequence of work. In the ideation stage, map out what needs to happen in what order – brainstorm ideas, cull ideas, submit ideas, fill out a content brief.

Get more from the source: How To Document Your Content Marketing Workflow

Distinguish your brand with content

The content landscape is crowded, noisy, and competitive. How can a brand get noticed?

The first steps involve analyzing the content in your market:

  • Take inventory of your competitors’ content. Catalog each content medium and site, from articles to videos on and off their website. Each content type gives insight into the level of investment, formats enjoyed by their audiences, and the range and relative importance of topics and keywords.
  • Evaluate quantity and quality. Take stock of the number of media and channels used and the publishing frequency on each. Look for trends in engagement – shares, comments, etc. – to understand how well the content is performing.
  • Tag and analyze content topics. Do a micro-analysis of each content piece. Tagging and analyzing the topics of individual assets can surface content marketing gaps.

You’ll end up with a master spreadsheet of your competitors’ content marketing strategies deconstructed. Looking at a combination of the quantity and quality by topic will reveal areas to stay away from and gaps to fill. In other words, you will create a map that shows how to differentiate and win with your content marketing.

Get more from the source: How To Do a Competitive Content Marketing Analysis 

Vet your ideas for viability

Sometimes the problem isn’t coming up with great topics and ideas but knowing which ones are most worth executing. A system for prioritizing projects helps you avoid wasting time on content that isn’t likely to help drive your goals.

Sometimes, the problem isn’t coming up with #ContentMarketing ideas – it’s knowing which are worth executing, says @millanda via @joderama and @CMIcontent Click To Tweet

First, see if your idea has legs with this four-question content vetting process from Stacker’s Amanda Milligan:

  • Is it something your audience wants? Does your idea fall into those curiosities or concerns heard by a sales representative and a customer service representative (if applicable)? You can also do keyword research to see if your idea addresses a question people are asking.
  • Has the idea been done? Often, figuring this out can be as simple as a Google search. But don’t just look for direct matches – check related keywords and associated ideas. You might be able to pivot and find an even more interesting approach.
  • Does the idea align with your marketing goals? Every content piece should have a primary and secondary goal: helping prospects understand your offering, converting visitors, building backlinks and brand authority, and so on. Your goals can overlap, but make sure the primary goal shapes each piece.
  • Will the idea elicit a reaction? For audiences to care, your content should provoke a response or emotion or help them achieve some satisfaction. Will your idea inspire them or help them overcome an obstacle? If the answer is no, the resulting content isn’t likely to matter to your customers. Move on.

Make better decisions about video

When face-to-face communication paused, video swept in to fill the connection gaps. But that doesn’t mean it’s the right choice for every situation.

Consider the intended message and interaction at the start of every video project. Those intentions should factor into all creative decisions. Answer these questions to ensure you’re making the right choices from the start:

What is the primary goal for your video?

  • Customer service: Do you want to distribute information or technical assistance to customers who have purchased your products?
  • Brand awareness: Do you want to generate initial interest in your brand or increase awareness of its offerings, vision, and values?
  • Sales enablement: Do you want to generate demand and leads or help the sales team generate revenue?
  • Thought leadership: Do you want to promote your executives’ subject-matter expertise or generate new business partnerships and opportunities? 

What level of participation will you provide?

  • Do you want to create a collaborative dialogue between your brand and the audience?
  • Do you want to offer your brand’s unique perspective on a topic?

What is your tolerance for risk, and what’s your desired level of control?

  • Is it critical to deliver a fully vetted message, or is there room for spontaneity and creativity in your delivery?
  • Do video scripts need approval?
  • How will stakeholders react if your video isn’t polished and perfect?
  • How skilled and comfortable on camera are your presenters?

What do you want viewers to do while they watch? After they watch?

  • Do you prefer to create a passive or active viewing experience?
  • Can viewers react and respond in real-time, or should they follow up separately?

With these criteria determined, you can match your goals with the most appropriate video experience. Use the graphic below to help:

1641217627 344 How To Do Less and Get More in Every Facet

Click to enlarge

Get more from the source: How to Create the Right Video Experiences for Your Brand

Choose content distribution channels wisely

Some content distribution decisions work better for some content goals than others.

To increase your potential for success, develop a channel plan with a clear understanding of the pros and cons for each and how strongly they align with your audience, brand voice, and goals.

In our latest guide on content distribution, we outline some of the top factors to consider.

Evaluate each channel using this checklist to decide which is the best fit:

  • Audience characteristics: What audience are you most likely to reach on this channel? Does this match your target audience or personas?
  • Rules of engagement: How often is this channel’s audience be open to hearing from brands like yours? Are specific topics off-limits? Do they want lengthy, text-based content, or are images and videos better fit?
  • Communication style: Are your tone, voice, and style a good fit on this channel? Could conversations of a sensitive nature put your brand at risk?
  • Brand resources and capabilities: Do you have the right resources to engage consistently? Are you prepared to listen, respond, participate in existing discussions, and start conversations?

Explore paid opportunities to extend your content’s reach 

With organic reach on social media in sharp decline, search trends shifting due to privacy regulations, and other algorithm changes complicating the playing field, consider amplifying your content’s power with paid promotion.

Take advantage of more strategic, subtle, and immersive means, such as:

  • Native advertising: Rather than disrupting the reader’s editorial experience, native ads align with the tone, format, and topical focus a reader would expect to find on the third-party site.
  • Branded content: Branded content works by partnering with relevant publishers your target audience trusts. This technique can take a more immersive, sensory-driven approach to storytelling, making the experience more entertaining, valuable, and memorable.
  • Paid search: Pay-per-click ads or other sponsored listings appear near the top of search engine results pages (SERP) when consumers search for information relevant to your content.
  • Influencer marketing: Enlist the assistance of strong voices in your industry – people who have the ear of your target audience – to help bring your content to their attention. But exercise caution with influencer campaigns. Some questionable practices can keep your business from achieving optimal results.
  • Paid social media promotion: Boost your content’s reach further and faster by building paid promotional campaigns around your strongest content assets and special features on FacebookInstagram, Twitter, and other platforms.

Prepare online influencers

If you want today’s social tastemakers to amplify your content’s reach, you need to supply them with all the tools they’ll need. Here are some to-do items for each collaboration:

  • Make sure your influencers’ channels make sense for your audience.
  • Provide your company’s social media guidelines and style guides so they know which conversations are appropriate and which topics should be avoided.
  • Outline your evaluation process, including the performance benchmarks and tracking tactics, especially if you tie their compensation to traffic/engagement milestones. (You’ll find more details on metrics in the ROI section below.)

Then, empower your influencers to meet their commitments – and equip your internal content team to reap the benefits of their evangelism:

  • Detail the program’s goals and the role of the influencer to help them feel more vested in the collaboration.
  • Create a pre-event briefing outlining key terms of engagement such as relevant topics and keywords, target timelines, project deliverables and requirements, and even starter ideas.
  • Draft social media messages the influencers can pop into a post and publish.
  • Craft eye-catching graphics, charts, screenshots, and other sharing-friendly image files.
  • Develop trackable URLs/codes for easier performance measurement.

Get more from the source: How to Turn Influencers Into a Powerful Content Force

Optimize existing assets

Your content has been published and promoted, but do you know how well it’s performing? Did it help achieve your marketing and business goals?

Ann Gynn suggests creating a dedicated performance review process to help provide the answers. Here are her tips on how to develop one:

  • Create a standard report format that contains the content’s details (topic, headline, keywords, format, distribution platform) and a column or two for metrics that connect to your content marketing goals.
  • Download those metrics at the appropriate time (every metric-related goal should have a timeframe).
  • Compare the results to the goals.
  • Share the report with all stakeholders.
  • Identify which content achieved its goals and which did not.
  • Determine which topics to repeat, repurpose, or promote further (and which to avoid).
  • Compare analytics reports from quarter to quarter and year over year to identify trends and troubleshoot ongoing issues.

Get more from the source: Want More Method and Less Madness? Check Your Content Operations

Recycle high-performing assets into evergreen classics

Once your most successful content assets are identified, explore ways to optimize their reach and impact, reinforcing your brand’s value in the minds of your audience. One effective technique is to repurpose and reuse those assets, so they can be discovered by new audiences and resurfaced for anyone who may have forgotten them.

Choose one of these recycling techniques based on the asset’s current performance and its potential to serve a new purpose on a different platform or in another format:

  • Republish it: If an asset’s value hasn’t diminished, but its performance has slipped, simply republish it (making sure to replace any outdated information).
  • Repackage it: Deconstruct your long-form content – blog posts, white papers, and e-books – into smaller, modular assets. They can be combined with other relevant information to form a new piece that might attract different audiences.
  • Repurpose it: Like repackaging, repurposing involves deconstructing your original assets into individual pieces that form a new conversation. The message remains mostly intact – it’s just tailored to suit a different purpose or platform.
  • Syndicate it: You can partner with news sites, trade media, and other like-minded mass media outlets that might be interested in republishing your content on an ongoing basis. Syndication can take several forms (both paid and unpaid), and you’ll likely get some added link juice in the deal.

Get more from the source: Content Distribution: Everything You Need to Know Right Now

Accomplish more without doing more

You don’t have to work round the clock to make an impact in content marketing. These tips and ideas just scratch the surface of ways you can work smarter and accomplish great things. Explore the linked resources on this page and the articles I drew from for even more ideas.

Want more content marketing tips, insights, and examples? Subscribe to workday or weekly emails from CMI.

Cover image by Joseph Kalinowski/Content Marketing Institute

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The Rise in Retail Media Networks



A shopping cart holding the Amazon logo to represent the rise in retail media network advertising.

As LL Cool J might say, “Don’t call it a comeback. It’s been here for years.”

Paid advertising is alive and growing faster in different forms than any other marketing method.

Magna, a media research firm, and GroupM, a media agency, wrapped the year with their ad industry predictions – expect big growth for digital advertising in 2024, especially with the pending US presidential political season.

But the bigger, more unexpected news comes from the rise in retail media networks – a relative newcomer in the industry.

Watch CMI’s chief strategy advisor Robert Rose explain how these trends could affect marketers or keep reading for his thoughts:

GroupM expects digital advertising revenue in 2023 to conclude with a 5.8% or $889 billion increase – excluding political advertising. Magna believes ad revenue will tick up 5.5% this year and jump 7.2% in 2024. GroupM and Zenith say 2024 will see a more modest 4.8% growth.

Robert says that the feeling of an ad slump and other predictions of advertising’s demise in the modern economy don’t seem to be coming to pass, as paid advertising not only survived 2023 but will thrive in 2024.

What’s a retail media network?

On to the bigger news – the rise of retail media networks. Retail media networks, the smallest segment in these agencies’ and research firms’ evaluation, will be one of the fastest-growing and truly important digital advertising formats in 2024.

GroupM suggests the $119 billion expected to be spent in the networks this year and should grow by a whopping 8.3% in the coming year.  Magna estimates $124 billion in ad revenue from retail media networks this year.

“Think about this for a moment. Retail media is now almost a quarter of the total spent on search advertising outside of China,” Robert points out.

You’re not alone if you aren’t familiar with retail media networks. A familiar vernacular in the B2C world, especially the consumer-packaged goods industry, retail media networks are an advertising segment you should now pay attention to.

Retail media networks are advertising platforms within the retailer’s network. It’s search advertising on retailers’ online stores. So, for example, if you spend money to advertise against product keywords on Amazon, Walmart, or Instacart, you use a retail media network.

But these ad-buying networks also exist on other digital media properties, from mini-sites to videos to content marketing hubs. They also exist on location through interactive kiosks and in-store screens. New formats are rising every day.

Retail media networks make sense. Retailers take advantage of their knowledge of customers, where and why they shop, and present offers and content relevant to their interests. The retailer uses their content as a media company would, knowing their customers trust them to provide valuable information.

Think about these 2 things in 2024

That brings Robert to two things he wants you to consider for 2024 and beyond. The first is a question: Why should you consider retail media networks for your products or services?   

Advertising works because it connects to the idea of a brand. Retail media networks work deep into the buyer’s journey. They use the consumer’s presence in a store (online or brick-and-mortar) to cross-sell merchandise or become the chosen provider.

For example, Robert might advertise his Content Marketing Strategy book on Amazon’s retail network because he knows his customers seek business books. When they search for “content marketing,” his book would appear first.

However, retail media networks also work well because they create a brand halo effect. Robert might buy an ad for his book in The New York Times and The Wall Street Journal because he knows their readers view those media outlets as reputable sources of information. He gains some trust by connecting his book to their media properties.

Smart marketing teams will recognize the power of the halo effect and create brand-level experiences on retail media networks. They will do so not because they seek an immediate customer but because they can connect their brand content experience to a trusted media network like Amazon, Nordstrom, eBay, etc.

The second thing Robert wants you to think about relates to the B2B opportunity. More retail media network opportunities for B2B brands are coming.

You can already buy into content syndication networks such as Netline, Business2Community, and others. But given the astronomical growth, for example, of Amazon’s B2B marketplace ($35 billion in 2023), Robert expects a similar trend of retail media networks to emerge on these types of platforms.   

“If I were Adobe, Microsoft, Salesforce, HubSpot, or any brand with big content platforms, I’d look to monetize them by selling paid sponsorship of content (as advertising or sponsored content) on them,” Robert says.

As you think about creative ways to use your paid advertising spend, consider the retail media networks in 2024.

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AI driving an exponential increase in marketing technology solutions



AI driving an exponential increase in marketing technology solutions

The martech landscape is expanding and AI is the prime driving force. That’s the topline news from the “Martech 2024” report released today. And, while that will get the headline, the report contains much more.

Since the release of the most recent Martech Landscape in May 2023, 2,042 new marketing technology tools have surfaced, bringing the total to 13,080 — an 18.5% increase. Of those, 1,498 (73%) were AI-based. 

Screenshot 2023 12 05 110428 800x553

“But where did it land?” said Frans Riemersma of Martech Tribe during a joint video conference call with Scott Brinker of ChiefMartec and HubSpot. “And the usual suspect, of course, is content. But the truth is you can build an empire with all the genAI that has been surfacing — and by an empire, I mean, of course, a business.”

Content tools accounted for 34% of all the new AI tools, far ahead of video, the second-place category, which had only 4.85%. U.S. companies were responsible for 61% of these tools — not surprising given that most of the generative AI dynamos, like OpenAI, are based here. Next up was the U.K. at 5.7%, but third place was a big surprise: Iceland — with a population of 373,000 — launched 4.6% of all AI martech tools. That’s significantly ahead of fourth place India (3.5%), whose population is 1.4 billion and which has a significant tech industry. 

Dig deeper: 3 ways email marketers should actually use AI

The global development of these tools shows the desire for solutions that natively understand the place they are being used. 

“These regional products in their particular country…they’re fantastic,” said Brinker. “They’re loved, and part of it is because they understand the culture, they’ve got the right thing in the language, the support is in that language.”

Now that we’ve looked at the headline stuff, let’s take a deep dive into the fascinating body of the report.

The report: A deeper dive

Marketing technology “is a study in contradictions,” according to Brinker and Riemersma. 

In the new report they embrace these contradictions, telling readers that, while they support “discipline and fiscal responsibility” in martech management, failure to innovate might mean “missing out on opportunities for competitive advantage.” By all means, edit your stack meticulously to ensure it meets business value use cases — but sure, spend 5-10% of your time playing with “cool” new tools that don’t yet have a use case. That seems like a lot of time.

Similarly, while you mustn’t be “carried away” by new technology hype cycles, you mustn’t ignore them either. You need to make “deliberate choices” in the realm of technological change, but be agile about implementing them. Be excited by martech innovation, in other words, but be sensible about it.

The growing landscape

Consolidation for the martech space is not in sight, Brinker and Riemersma say. Despite many mergers and acquisitions, and a steadily increasing number of bankruptcies and dissolutions, the exponentially increasing launch of new start-ups powers continuing growth.

It should be observed, of course, that this is almost entirely a cloud-based, subscription-based commercial space. To launch a martech start-up doesn’t require manufacturing, storage and distribution capabilities, or necessarily a workforce; it just requires uploading an app to the cloud. That is surely one reason new start-ups appear at such a startling rate. 

Dig deeper: AI ad spending has skyrocketed this year

As the authors admit, “(i)f we measure by revenue and/or install base, the graph of all martech companies is a ‘long tail’ distribution.” What’s more, focus on the 200 or so leading companies in the space and consolidation can certainly be seen.

Long-tail tools are certainly not under-utilized, however. Based on a survey of over 1,000 real-world stacks, the report finds long-tail tools constitute about half of the solutions portfolios — a proportion that has remained fairly consistent since 2017. The authors see long-tail adoption where users perceive feature gaps — or subpar feature performance — in their core solutions.

Composability and aggregation

The other two trends covered in detail in the report are composability and aggregation. In brief, a composable view of a martech stack means seeing it as a collection of features and functions rather than a collection of software products. A composable “architecture” is one where apps, workflows, customer experiences, etc., are developed using features of multiple products to serve a specific use case.

Indeed, some martech vendors are now describing their own offerings as composable, meaning that their proprietary features are designed to be used in tandem with third-party solutions that integrate with them. This is an evolution of the core-suite-plus-app-marketplace framework.

That framework is what Brinker and Riemersma refer to as “vertical aggregation.” “Horizontal aggregation,” they write, is “a newer model” where aggregation of software is seen not around certain business functions (marketing, sales, etc.) but around a layer of the tech stack. An obvious example is the data layer, fed from numerous sources and consumed by a range of applications. They correctly observe that this has been an important trend over the past year.

Build it yourself

Finally, and consistent with Brinker’s long-time advocacy for the citizen developer, the report detects a nascent trend towards teams creating their own software — a trend that will doubtless be accelerated by support from AI.

So far, the apps that are being created internally may be no more than “simple workflows and automations.” But come the day that app development is so democratized that it will be available to a wide range of users, the software will be a “reflection of the way they want their company to operate and the experiences they want to deliver to customers. This will be a powerful dimension for competitive advantage.”

Constantine von Hoffman contributed to this report.

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Mastering The Laws of Marketing in Madness



Mastering The Laws of Marketing in Madness

Mastering The Laws of Marketing in Madness

Navigating through the world of business can be chaotic. At the time of this publication in November 2023, global economic growth is expected to remain weak for an undefined amount of time.

However, certain rules of marketing remain steadfast to guide businesses towards success in any environment. These universal laws are the anchors that keep a business steady, helping it thrive amidst uncertainty and change.

In this guide, we’ll explore three laws that have proven to be the cornerstones of successful marketing. These are practical, tried-and-tested approaches that have empowered businesses to overcome challenges and flourish, regardless of external conditions. By mastering these principles, businesses can turn adversities into opportunities, ensuring growth and resilience in any market landscape. Let’s uncover these essential laws that pave the way to success in the unpredictable world of business marketing. Oh yeah, and don’t forget to integrate these insights into your career. Follow the implementation steps!

Law 1: Success in Marketing is a Marathon, Not a Sprint

Navigating the tumultuous seas of digital marketing necessitates a steadfast ship, fortified by a strategic long-term vision. It’s a marathon, not a sprint.

Take Apple, for instance. The late ’90s saw them on the brink of bankruptcy. Instead of grasping at quick, temporary fixes, Apple anchored themselves in a long-term vision. A vision that didn’t just stop at survival, but aimed for revolutionary contributions, resulting in groundbreaking products like the iPod, iPhone, and iPad.

In a landscape where immediate gains often allure businesses, it’s essential to remember that these are transient. A focus merely on the immediate returns leaves businesses scurrying on a hamster wheel, chasing after fleeting successes, but never really moving forward.

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A long-term vision, however, acts as the north star, guiding businesses through immediate challenges while ensuring sustainable success and consistent growth over time.

Consider This Analogy: 

Building a business is like growing a tree. Initially, it requires nurturing, patience, and consistent care. But with time, the tree grows, becoming strong and robust, offering shade and fruits—transforming the landscape. The same goes for business. A vision, perseverance, and a long-term strategy are the nutrients that allow it to flourish, creating a sustainable presence in the market.

Implementation Steps: 

  • Begin by planning a content calendar focused on delivering consistent value over the next six months. 
  • Ensure regular reviews and necessary adjustments to your long-term goals, keeping pace with evolving market trends and demands. 
  • And don’t forget the foundation—invest in robust systems and ongoing training, laying down strong roots for sustainable success in the ever-changing digital marketing landscape.

Law 2: Survey, Listen, and Serve

Effective marketing hinges on understanding and responding to the customer’s needs and preferences. A robust, customer-centric approach helps in shaping products and services that resonate with the audience, enhancing overall satisfaction and loyalty.

Take Netflix, for instance. Netflix’s evolution from a DVD rental company to a streaming giant is a compelling illustration of a customer-centric approach.

Their transition wasn’t just a technological upgrade; it was a strategic shift informed by attentively listening to customer preferences and viewing habits. Netflix succeeded, while competitors such a Blockbuster haid their blinders on.

Here are some keystone insights when considering how to Survey, Listen, and Serve…

Customer Satisfaction & Loyalty:

Surveying customers is essential for gauging their satisfaction. When customers feel heard and valued, it fosters loyalty, turning one-time buyers into repeat customers. Through customer surveys, businesses can receive direct feedback, helping to identify areas of improvement, enhancing overall customer satisfaction.


Engaging customers through surveys not only garners essential feedback but also makes customers feel valued and involved. It cultivates a relationship where customers feel that their opinions are appreciated and considered, enhancing their connection and engagement with the brand.

Product & Service Enhancement:

Surveys can unveil insightful customer feedback regarding products and services. This information is crucial for making necessary adjustments and innovations, ensuring that offerings remain aligned with customer needs and expectations.

Data Collection:

Surveys are instrumental in collecting demographic information. Understanding the demographic composition of a customer base is crucial for tailoring marketing strategies, ensuring they resonate well with the target audience.

Operational Efficiency:

Customer feedback can also shed light on a company’s operational aspects, such as customer service and website usability. Such insights are invaluable for making necessary enhancements, improving the overall customer experience.


Consistent surveying allows for effective benchmarking, enabling businesses to track performance over time, assess the impact of implemented changes, and make data-driven strategic decisions.

Implementation Steps:

  • Regularly incorporate customer feedback mechanisms like surveys and direct interactions to remain attuned to customer needs and preferences.
  • Continuously refine and adjust offerings based on customer feedback, ensuring products and services evolve in alignment with customer expectations.
  • In conclusion, adopting a customer-centric approach, symbolized by surveying, listening, and serving, is indispensable for nurturing customer relationships, driving loyalty, and ensuring sustained business success.

Law 3: Build Trust in Every Interaction

In a world cluttered with countless competitors vying for your prospects attention, standing out is about more than just having a great product or service. It’s about connecting authentically, building relationships rooted in trust and understanding. It’s this foundational trust that transforms casual customers into loyal advocates, ensuring that your business isn’t just seen, but it truly resonates and remains memorable.

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For instance, let’s talk about Oprah! Through vulnerability and honest connections, Oprah Winfrey didn’t just build an audience; she cultivated a community. Sharing, listening, and interacting genuinely, she created a media landscape where trust and respect flourished. Oprah was known to make her audience and even guests cry for the first time live. She had a natural ability to build instant trust.

Here are some keystone insights when considering how to develop and maintain trust…

The Unseen Fast-Track

Trust is an unseen accelerator. It simplifies decisions, clears doubts, and fast-forwards the customer journey, turning curiosity into conviction and interest into investment.

The Emotional Guardrail

Trust is like a safety net or a warm embrace, making customers feel valued, understood, and cared for. It nurtures a positive environment, encouraging customers to return, not out of necessity, but a genuine affinity towards the brand.

Implementation Steps:

  • Real Stories: Share testimonials and experiences, both shiny and shaded, to build credibility and show authenticity.
  • Open Conversation: Encourage and welcome customer feedback and discussions, facilitating a two-way conversation that fosters understanding and improvement.
  • Community Engagement: Actively participate and engage in community or industry events, align your brand with genuine causes and values, promoting real connections and trust.

Navigating through this law involves cultivating a space where authenticity leads, trust blossoms, and genuine relationships flourish, engraving a memorable brand story in the hearts and minds of the customers.

Guarantee Your Success With These Foundational Laws

Navigating through the world of business is a demanding odyssey that calls for more than just adaptability and innovation—it requires a solid foundation built on timeless principles. In our exploration, we have just unraveled three indispensable laws that stand as pillars supporting the edifice of sustained marketing success, enabling businesses to sail confidently through the ever-shifting seas of the marketplace.

Law 1: “Success in Marketing is a Marathon, Not a Sprint,” advocates for the cultivation of a long-term vision. It is about nurturing a resilient mindset focused on enduring success rather than transient achievements. Like a marathon runner who paces themselves for the long haul, businesses must strategize, persevere, and adapt, ensuring sustained growth and innovation. The embodiment of this law is seen in enterprises like Apple, whose evolutionary journey is a testament to the power of persistent vision and continual reinvention.

Law 2: “Survey, Listen, and Serve,” delineates the roadmap to a business model deeply intertwined with customer insights and responsiveness. This law emphasizes the essence of customer-centricity, urging businesses to align their strategies and offerings with the preferences and expectations of their audiences. It’s a call to attentively listen, actively engage, and meticulously tailor offerings to resonate with customer needs, forging paths to enhanced satisfaction and loyalty.

Law 3: “Build Trust in Every Interaction,” underscores the significance of building genuine, trust-laden relationships with customers. It champions the cultivation of a brand personality that resonates with authenticity, fostering connections marked by trust and mutual respect. This law navigates businesses towards establishing themselves as reliable entities that customers can resonate with, rely on, and return to, enriching the customer journey with consistency and sincerity.

These pivotal laws form the cornerstone upon which businesses can build strategies that withstand the tests of market volatility, competition, and evolution. They stand as unwavering beacons guiding enterprises towards avenues marked by not just profitability, but also a legacy of value, integrity, and impactful contributions to the marketplace. Armed with these foundational laws, businesses are empowered to navigate the multifaceted realms of the business landscape with confidence, clarity, and a strategic vision poised for lasting success and remarkable achievements.

Oh yeah! And do you know Newton’s Law?The law of inertia, also known as Newton’s first law of motion, states that an object at rest will stay at rest, and an object in motion will stay in motion… The choice is yours. Take action and integrate these laws. Get in motion!

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