96% of B2B marketers SUCK at CONTENT MARKETING. - Forrester
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Dahyum!
≠
“The very essence of strategy is explicit, purposeful choice. Strategy is saying explicitly, proactively: ‘We're going to do these things and not those things for these reasons.”— Roger Martin, University of Toronto
“I hate process. I’ve hated it forever. It feels constricLng and inauthenLc and like it doesn’t take into consideraLon all the weird circumstances that might arise in a given situaLon. But I’ve learned to make process my ally. Process is powerful because it frees you and your team from approaching each new scenario like it’s the first Lme. …It’s also powerful because it creates an expectaLon of what will happen.” —Rand Fishkin, Moz
“Data is useful for helping organizations make better decisions. But using data to make decisions without taking into account the various other factors that impact a business—including the people—is dumb.”—Mrs. Smith
You’re NOT Going
ANYWHERE
YOU
FACEBOOK
CONTENT
SOCIALSEARCH
We’re on the SAME team
PAID MEDIA
Helps ensure the goal remains the goal.
Defy being defined
3. SURRENDER the OBSESSION with ROI!
<just stop it>
TRAP
C-Suite
Content Strategist
SAFEST BEST
This could
get messy.
Trade in ROI for Real-World Success (RWS)
Developed collateral materials for sales
Assisted the Customer Success Team
Helped Develop Leadership Training Curriculum
"Saskatoon Business College Lab" by Sbcadmissions - Own work. Licensed under CC BY-SA 4.0 via Wikimedia Commons - http://commons.wikimedia.org/wiki/
Helped Beat Mobilegeddon
Mobilegeddon? Pfft… That was MONEY in our pockets.