Simplify Planning Your 2015 Content Marketing

Posted November 21st @ 6:55 am by Roger C. ParkerPrint

Simplify your 2015 content marketing with an editorial calendar you create with Mindjet's MindManagerLearn how a Mindjet Editorial Calendar mind map can simplify your 2015 content marketing.

My latest Mindjet Content Dashboard article describes a 3-step approach to creating a 2015 Editorial Calendar.

My article on Mindjet’s Conspire blog also includes a sample Editorial Calendar MindManager template for you to download!

Editorial Calendar benefits

An Editorial Calendar mind map simplifies planning your 2015 content marketing and book promotion in several ways, including:

  • Eliminates searching for topics at the last minute. An editorial calendar gives you a “big picture” view of your 2015 content. Choosing content marketing themes and topics ahead of time eliminates the stress of trying to decide what to write about the night an article or blog post is due.
  • Keeps you on schedule. An Editorial Calendar mind map helps you and your coworkers monitor upcoming deadlines and schedule your content marketing resources. This helps ensure there’s enough time to write, edit, and promote your content. All of us are deadline driven! We all work better when we are given project Start Dates and Due Dates that we can us to schedule our time.
  • Boosts your efficiency and productivity.  An Editorial Calendar boosts efficiency by making it easier to delegate, or share, tasks with others. It helps you schedule your social media around your content. And it makes it easier to reformat your articles and blog posts as ebooks, reports, SlideShare presentations, and white papers.

My Editorial Calendar article and mind map template is an adaptation of ideas I wrote about in an earlier article  for the Content Marketing Institute blog, A 2-Step Editorial Calendar Template that Can Boost Your Content Marketing Productivity.

Learn more about creating a 2015 Editorial Calendar

To learn more about creating a 2015 Editorial Calendar, attend my free coaching call, Tuesday, November 25, at 4 PM Eastern.

All Published and Profitable friends and members are invited. To attend, dial 605-475-6150 and enter PIN 513391. Feel free to invite your friends and co-workers to join us.

During the call, you’ll be able to ask questions about Editorial Calendars and share your content marketing and writing concerns, questions, and suggestions.  Or, if you’d like, you’re invited to submit your questions about Editorial Calendars and mind mapping ahead of time as comments, below.

Blueprint for Building and Measuring Your Business Success

Posted November 20th @ 6:47 am by Roger C. ParkerPrint

Paul Roetzer's Marketing Performance Blueprint offers strategies and technologies for building and measuring your business success

Paul Roetzer’s latest book, The Marketing Performance Blueprint:  Strategies and Technologies to Build and Measure Business Success addresses the biggest challenges facing today’s content marketers of all sizes: the need for more content and greater confidence.

The need for more agile and versatile content marketing workers was highlighted in a recent Content Marketing Institute article, A Growing Challenge for 2015: How to Find Trained Content Marketing Professionals.

The article reflects a growing concern emerging from extensive research by the Content Marketing Institute and Marketing Profs. You can read highlights from the research and, if desired, download the the full reports below:

A course outline for all content marketers

In The Marketing Performance Blueprint offers today’s Chief Content Officers, C-level executives, marketing staffs, and independent agencies a tightly organized and resource-rich coverage of the strategies and technologies needed to succeed today.

Paul Roetzer is the founder and CEO of PR 20/20, a leading inbound marketing agency and frequent speaker at leading marketing events. His first book, The Marketing Agency Blueprint: The Handbook for Building Hybrid PR, SEO, Content, Advertising, and Web Firms, reflected his day-to-day involvement in today’s rapidly changing marketing world .

Once again, his writing reflects both his agency perspective and knowledge of the challenges facing his corporate clients as marketing technology continues to change. He has tightly organized his latest book in four sections:

Section 1: The Backstory

  • Chapter 1: Mind the Gaps. The Marketing Talent Gap. The Marketing Technology Gap. The Marketing Strategy Gap. The Marketing Performance Gap.
  • Chapter 2: Commit to Digital Transformation. Adoption and Adaptation.Obstacles to Evolution. The Exposed Brand.

Section 2: Marketing Talent

  • Chapter 3: Build a Modern Marketing Team. A Talent War Has Begun. Rise of the Hybrids. The Science of Recruiting.
  • Chapter 4:  Construct an Internal Marketing Academy. Keeping Pace or Falling Behind? The Role of Online Education. An Internal Academy Model.
  • Chapter 5: Propel Growth through Agency Partners. The Marketing Agency Ecosystem. Finding Your Match. Managing the Outsourced Team.

Section 3: Marketing Technology

  • Chapter 6: Create a Connected Customer Experience. It Is Their Journey, Not Yours. The Impact of Automation. Algorithms and Artificial Intelligence. Origins of the Intelligence Engine. Let’s Get Contextual.
  • Chapter  7: Manage the Marketing Technology Matrix. Into the Cloud. Brinker’s Marketing Technology Landscape. Map Your Marketing Technology Strategy. Core Technologies Snapshot.

Section 4: Marketing Strategy

  • Chapter 8: Perform a Marketing Assessment. Potential for Success. The Marketing Score Model. Business and Marketing Cores. The Strategy Gateway.
  • Chapter 9: Develop a Marketing Scorecard. Metrics That Matter. Getting Started with Google Analytics. Automate and Visualize Intelligence.
  • Chapter 10: Strategize a Marketing Game Plan. E3 Model Snapshot. Evaluate. Establish. Execute.

Skillful art direction and content chunking within the chapters also contribute to the readability of The Marketing Performance Blueprint. Concise writing, frequent subheads, extensive use of lists, sidebars, and itemized Chapter Highlights at the end of each chapter contribute to the book’s success.

Impressions of The Marketing Performance Blueprint

Although marketing today involves mastering and monitoring advanced strategies and  technologies, Paul has managed to communicate with clarity and momentum. At no point did I feel “left behind.”

Here are my two major takeaways, (in addition to the book’s organization, described above):

  • Internal Marketing Academy. I was pleasantly surprised by Paul’s advocacy of creating internal marketing training program as well as the painless way he described it could operate. Only someone, like Paul Roetzer, who is really passionate about his craft and the growth of his agency, would understand the need and the power of the program he describes.
  • Resource thesaurus. The Marketing Performance Blueprint’s value is enhanced by the hundred of resource links and brief descriptions found throughout its pages. These are found within the text, rather than being isolated in the Appendix at the rear, for maximum accessibility.

Have you read Paul Roetzer’s The Marketing Performance Blueprint yet? If you had, I’d like to read your impressions and takeaways in the comments, below.

Bernadette Jiwa Shares Her Marketing Love Story

Posted November 7th @ 6:39 am by Roger C. ParkerPrint

Bernadette Jiwa's tells how to make customers matter to your customers in Marketing: A Love Story Bernadette Jiwa, a master of engaging brevity, shares an inspiring collection of ideas and tips in her latest bestseller, Marketing: A Love Story–How to Matter to Your Customers.

In an age characterized by the increasing technology-driven tactical specialization of content marketing and social media marketing, Bernadette Jiwa consistently speaks to core issues with a quiet, inspiring voice.

Her books, like her daily Story of Telling email updates, are masterpieces of brevity.

At a time when I’m unsubscribing to many daily email newsletters, replacing them with weekly updates (when available), I still look forward to Bernadette’s 3 blog posts and emails each week. They’re all commendably short, but always share worthy, non-promotional information. She writes with a gentle touch that I greatly admire.

Free bonus inside

Like her other books, Bernadette Jiwa’s Love: A Marketing Story contains an unannounced, but very useful bonus. One of the best was her one-page Difference Worksheet which I described in a previous blog post, Discover Your Difference with Bernadette Jiwa’s Help.

In this case, the bonus is a simple, two-part Value Proposition Hack that makes it easy for you to tell your story by providing a fill-in-the-blanks framework.

Whether you buy the Amazon Kindle version or the paperback version of Marketing: A Love Story, the Value Proposition Hack, by itself, more than justifies the modest cost of the book.

In the case of Marketing: A Love Story, I find the incremental cost of the paperback version is worth it because of the ease of underlining the many key phrases and sentences you’re likely to want to refer back to in the future.

Bernadette Jiwa’s books

Marketing: A Love Story is Bernadette Jiwa’s fourth book. Her previous books include:

Prior to the above books, she was co-editor of Seth Godin’s Whatcha Gonna Do with That Duck? And Other Provocations, 2006-2012. This is a mammoth compilation of Seth’s core writings–and one of my favorite examples of blog-based books.

If you haven’t yet discovered Bernadette Jiwa’s blog, books, and concise emails, I encourage you to spend some time on her website. While you’re on her site, I encourage you to visit her exceptionally well-executed Portfolio page.

Save Time Writing Better Headlines and Titles | Free Call

Posted November 4th @ 6:24 am by Roger C. ParkerPrint

Learn how to save time creating better headlines and titles during Published & Profitable’s free book coaching call today.

During the first part of today’s book coaching call, I’m going to review the 7 essentials of compelling headlines and titles.

  • Discover. You’ll gain a fresh perspective on analyzing and learning from the thousands of headlines and titles you encounter every day.
  • Create better headlines. What you’ll learn this afternoon will help you efficiently create better headlines and book titles.
  • Free headline worksheet. Attend the call and receive a valuable downloadable headline planning worksheet!

Free coaching advice

The remainder of the call will consist of a question and answer session about headlines and book titles. Share your questions about copywriting, writing books, and promoting your books.

  • Help for “problem” headlines. Struggling with a headline for an important article, blog post, or white paper? Share your headline during the call and receive feedback and suggestions from me and others on the call!
  • Planning your 2015 book marketing and content strategies. Take advantage of this opportunity to ask questions about planning your writing and marketing plans for 2015!

How to attend this call

This free book coaching call takes place Tuesday, November 4, at 4 PM Eastern.

All Published and Profitable friends and members are invited. To attend, dial 605-475-6150 and enter PIN 513391. Invite your friends and co-workers!

Why Sales and Service Are the New Rules of Marketing

Posted October 31st @ 6:29 am by Roger C. ParkerPrint

David Meerman Scott's new book shows that Sales and Service are the New Rules of MarketingIn his latest book, The New Rules of Sales and Service, David Meerman Scott breaks down the walls between marketing and sales.

To prosper today, you need to take an integrated look at not only how you market yourself, but what you sell and how you sell it.

The need for agile selling

For too long, marketing tended to be viewed in isolation from product development and delivery.

The increasing specialization that has accompanied Internet-based content marketing—with its numerous specialized disciplines and sub-specialities, i.e., SEO, analytics, mobile, adaptive content, user experience, etc.–has tended to reinforce the separation between marketing and sales.

In The New Rules of Sales and Service, David Meerman Scott builds on his worldwide bestselling books, The New Rules of Marketing and PR (now in its 4th edition), and Real-Time Marketing and PR, but explains their relevance and makes them easier to apply.

The subtitle, How to Use Agile Selling, Real-Time Customer Engagement, Big Data, Content, and Storytelling to Grow Your Business, describes the book’s significance in today’s content marketing world.

Can you explain the significance of the above terms?

If you own or manage a business, and you’re not familiar with the above terms, you need to read The New Rules of Sales and Service as soon as possible.

In clear, simple language, with hundreds of anecdotes and examples, David Meerman Scott explains the terms and their relevance to your firm’s sales and profits in today’s online content marketing world.

Additional ideas and takeaways

You’ll also gain a fresh perspective and understanding of key ideas like:

  1. You’re already being compared to your competition. Sales don’t begin when your prospects visit your store, call you, or contact you via email. Prospects begin to research their new purchases well before they contact you. Perhaps the best examples involve David Meerman Scott’s experiences researching a Polar expedition and his daughter’s college search.
  2. Your prospects are better informed than ever before. As David explains from his sales experience in previous careers, sales people used to be the gatekeepers; they knew more than their customers. In the Internet age, this is no longer true. Your prospects have access to more information than ever before.
  3. Value is now more valuable than ever before. As today’s products and services have become more complex, and the economy has tightened since 2008, your prospects are more likely to need guidance buying today’s technological wonders. They’re also more likely to shop for long-term value rather than discounts and other hollow incentives.
  4. Information is power. Many of the most eye-opening examples describe information “closing the deal” before the prospect’s first “official” contact with the building. Other examples show how information pre-sells and up-sells first-time buyers with reasons to stay engaged and take advantage of other opportunities.
  5. The experience is more important than the product. Many of the examples cited in The New Rules of Sales & Service describe the joys and resale opportunities generated by an outstanding buying experience. Leveraging outstanding service via the Internet offers distant vendors a compelling advantage over local vendors.
  6. Customer retention is more important than ever before. The most exciting and revelatory case studies describe situations where carefully curated and timely information resulted in greater pleasure for the buyers and a virtually unlimited opportunities for add-on sales and future opportunities.
  7. Today, marketing and sales take place in real time. The best examples in Real Time Sales and Marketing reflect an online partnership between marketing and sales, often taking full advantage of email and online interactivity. The most frustrating examples show a disconnect between marketing and selling.

The lessons are obvious: to survive and prosper today, firms must be agile; able to quickly put the latest technology to work delivering helpful, relevant, targeted, and timely information to prospects and customers.

David Meerman Scott’s best book?

That’s a strong statement, but one I can defend. As someone who has read all of David Meerman Scott’s books, from the original edition of The New Rules of Marketing and PR, I feel that there’s  more of David’s passion, personality, an story in The New Rules of Sales and Service than his previous books.

This is not to do a disservice to his previous books; he’s always been one of marketing’s top voices, noted for brevity and clarity. He writes to be read. But, in in The New Rules of Sales and Marketing, there’s more immediacy to his enthusiastic discussions of sales and service when they are done right, and more impatience when sales and service are done poorly.

I recommend The New Rules of Marketing and PR to anyone involved in owning, running, marketing, or selling for a business. If you’ve already read it, I’d love to know if you share my enthusiasm for this book. Share your impressions below, as comments!

How to Work with Large MindManager Mind Maps

Posted October 27th @ 6:07 am by Roger C. ParkerPrint

What to do when your Mindjet content dashboard expert tracker gets too largeThe latest addition to the Mindjet Content Dashboard series describes what to do when your Expert Tracker mind map gets too large.

Expert Tracker background

During the past two years, I’ve been sharing MindManager templates and tips to boost your writing and content marketing productivity.

Each installment addresses a different mind map examples and templates, and introduces different MindManager features and commands.

Although I create the templates using MindManager, the basic ideas can often be implemented using other mind mapping software programs.

Tips for large mind maps

The latest installment, linked below,  shows what happens when your Expert Tracker mind map contains hundreds of experts and influencers. It also describes how to address the problem using Mindjet’s ability to create linked mind maps.

MindManager Expert Tracker series

My MindManager Expert Tracker is one of the most popular templates in the series. It’s also the Content Dashboard that grew the fastest, which sparked my latest guest post on Mindjet’s Conspire blog.

I’ve frequently written about the Expert Tracker. Each time I return to it, I describe how to use different MindManager features and capabilities.

My Mindjet Dashboard series provides an easy way to review the basic mind mapping commands in real-world situations.

Roundup of Expert Tracker articles

The series currently includes:

How do you keep track of experts and influencers?

Share your favorite tips for organizing your writing and content marketing experts and influencers. Do you use spreadsheets, mind maps, or other techniques to make it easy to keep up with the latest thinking?