Meghan Keaney Anderson, CMO of The Wanderlust Group, on creating valuable content.

Patrick Campbell Jun 22 2021

Getting six pack abs is simple. No, I am not about to sell you some weight loss marketing product. But getting six-pack abs is actually simple—it's relative, but it is  simple. It essentially boils down to three key ingredients: diet, exercise, and discipline. All three of these aspects are trackable. You can use an app like MyFitnessPal to track your calories and food macros, you can watch ab-blaster videos or set a sit up goal for yourself, and as long as you stick to your plan, results should materialize after enough time. 

If this certainty exists assuming you take the right steps though, why in the world don’t we all have abs? Well, because it’s hard. Goals take discipline and discipline takes focus. 

Ironically, finding certainty in marketing is not as straightforward as getting six-pack abs. Unlike working out, the methods with which to achieve your ideal marketing body changes almost monthly. There are tried and true tactics that can move the needle, but ultimately finding the perfect technique that you can always fall back on is the promotional golden goose. Oh, and you’re also going to need that discipline and focus. 

Someone who is vastly experienced in this is Meghan Keaney Anderson, CMO of The Wanderlust Group. At the time of our interview she was at the end of her nearly 10-year stay heading up the marketing department at HubSpot. So, needles to say she knows a thing or two about marketing brawn. While certainty isn’t guaranteed, Meghan’s wisdom and expertise will help push you in the right direction.

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Here we summarize the main takeaways for you to implement or hand off to your team for implementation.

 

Key term

What is content marketing?

Content marketing is a marketing strategy that is based on creating and distributing valuable content that is consistent and relevant to a specific audience with the goal of attracting, engaging, retaining, and ultimately, converting them into customers.

Why is it important?

Because it works. Not only does it work, but it costs 62% less than traditional outbound methods, and generates three times the amount of leads. High-quality and engaging content highly impacts customer decisions more than any other method out there. Sixty-one percent of customers are more likely to buy from companies with content.

Additionally, content marketing helps bring people to you. More importantly, it attracts the right people. Through your content you’re able to answer questions that your specific audience may have, helping you establish authority in your space. This, in turn, builds trust with your audience, leading to a better connection and relationship with them.

 

Action plan:

What to do today: 
  • Follow Meghan Keaney Anderson.
  • Depending on where your organization stands, schedule a time to meet with your leadership team or content marketing team, to discuss your current or future content strategy.

What to do next quarter:

Whether you’re just starting out and are needing to create brand awareness and attract customers, or you’ve been around a while but are wanting to improve the quality of your leads and increase conversions, implementing a content strategy can most definitely help.


However, it’s important to understand that the way people are consuming content has fundamentally changed and will continue to evolve, and so should your strategy.


So where do you start? 


Begin by first evaluating your current resources (and strategy if you have one). Determine where your strengths and weaknesses are, or if you need to start from scratch. A solid content strategy will always start with a strong content team. 


We’ve gathered some intel with the help of Meghan Anderson, including some dos and dont’s when it comes to building your content team and strategy, to help you get started: 


Hire the right people

  • Hire quality writers for different types of content.
  • Hire people fluent in data that will understand why they’re creating the content.
  • As your strategy evolves, you may need to hire people with video and/or design skills.

Understand why you’re building a content strategy

  • What problem are you trying to solve?
    • Are you a new business looking to create awareness?
    • Are you wanting to increase conversions?

The basic, but fundamental steps to building your content strategy:

  1. Begin with a blog on your website and utilize SEO.
  2. Provide value, and be consistent and deliberate with your content.
  3. Once your initial collection of content is up and operational, optimize it. Observe what’s resonating with your audience and what isn't, and adjust.
      1. Topics
      2. Language
      3. Length
  4. Begin layering in different types of multimedia. Consider how people are currently communicating and consuming content. 
      1.  Video
      2.  Podcasts
      3. Shows
  5. Establish specific metrics that make sense for your strategies
      1. There will likely be multiple metrics for different strategies and channels.
  6. Continuously test your content to ensure you’re providing value.

 
What to do within the next year:

As always, evaluating the output of any strategy is a must. But as we mentioned earlier, the manner in which people consume content has drastically changed in the last couple of years, and will continue to evolve. So it’s crucial that you continue testing, measuring, and optimizing your content strategy to match the current moment, in order to stay in the game.


Who should own this? 

Depending on the structure of your organization, this could be your marketing or content team.

 


Who's up next week?

Next week, David Hauser talks to us about all things operations.

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By Patrick Campbell

Founder & CEO of ProfitWell, the software for helping subscription companies with their monetization and retention strategies, as well as providing free turnkey subscription financial metrics for over 20,000 companies. Prior to ProfitWell Patrick led Strategic Initiatives for Boston-based Gemvara and was an Economist at Google and the US Intelligence community.

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