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In his 2003 book Moneyball, Michael Lewis recounts how the management of the Oakland Athletics revolutionized baseball by relying on statistical analyses rather than intuition to choose new players. Before General Manager Billy Beane turned a single metric — on-base plus slugging (OPS) — into his North Star for every decision, team managers preferred strategies that were unlik ...
Despite the growing popularity of Agile marketing and the fervent evangelism of early adopters, most marketers remain at least a bit confused. Questions are to be expected. Why? Because, although the basic Agile modus operandi is fairly straightforward – release work rapidly, learn from its performance, and adjust accordingly – Agile teams need an internal system that supports ...
As a particularly feisty gust of wind tried to rob me of my new favorite scarf last week, I was reminded that just because I can’t see something doesn’t mean it isn’t important. Gravity keeps us safely anchored to the ground. Ultraviolet rays turn skin alarming shades of pink. Fall breezes whip leaves into a frenzy and put scarves in mortal danger.
Let’s start with a small thought experiment: Imagine someone fully immersed in a creative activity. Maybe the person is writing, or painting, or designing clothes. In your picture, what kind of environment is the person in? Chances are that you imagined someone alone at a desk or in a studio, working hard with no one else around.
Content marketing is kind of like a Swiss Army knife: It can do almost anything if you set it up the right way. Nowhere is this more clearly shown than in the results of our recent survey of B2C content marketers. Their responses about which organizational goals they planned to reach through their content marketing in the next 12 months ranged far and wide.
Every fall, football teams around the United States flood fields and screens around the world. Week after week, they use their combined efforts to try to push the ball into their opponent’s territory. During each drive, every member of the team has a clearly defined role to play, and they all need to do their jobs consistently to score.
Email and content are long-time buds. Subscribers are central to building a successful business. There’s no better content distribution channel than email. What would email marketers have to do if content wasn’t there to give them something to say? In fact, 93% of B2B marketers reported using email to distribute their content in CMI/ MarketingProf’s B2B Content Marketing: 201 ...
Just as the journey of a thousand miles begins with a single step, the journey toward measuring your content marketing ROI starts with a single area. It’s a first step that 28% of B2B marketers aren’t taking — they say they aren’t measuring the ROI of their content efforts, according to CMI’s B2B Content Marketing: 2017 Benchmarks, Budgets and Trends — North America.
More, more! Faster, faster! It’s an easy trap to fall into: If only we work more or work faster, surely our results will improve, we tell ourselves. In fact, 89% of marketers are logging into work outside of their normal working hours. You probably know that the more-more-faster-faster approach isn’t working.
Agile marketing is fast becoming the way for marketing teams to produce impactful, audience-focused resources consistently. I was delighted to hear members of the content marketing community embracing Agile methodologies in my recent #CMWorld Twitter chat. As I answered questions, others chimed in, making the conversation a gold mine of insights and ideas on Agile marketing th ...
By now I hope we’ve all heard that content marketing is a long play. You simply can’t decide to try it out for a couple of months and expect to see huge payoffs. Instead, to get the most out of your content you have to get management, executives, or whoever holds the purse strings to commit to at least a year of consistent content marketing.
On an Agile marketing team, things move pretty quickly. Working with an average sprint length of a scant two weeks, we content marketers can sometimes feel like the plodding turtle being left behind by the speeding hare. Even on an Agile team, content creation is often a marathon, rather than, well, a sprint.
There are times when a wrench gets thrown into your content marketing machine and you can’t figure out who threw it. Nothing seems different, but suddenly you’re rushing to make deadlines, editors are stressed, and the whole process has become frantic. It’s time to step back and figure out where the workflow is breaking down.