Recorded: Wednesday 24 May 2017 | Published: Saturday 10 June 2017
Shot 1: Inbound Thought of the Week
Focus versus Diversification with your content strategy.
Joe Pulizzi highlights the trap of diversifying too early across content formats and channels. Instead focus first on getting one channel working well, building that audience, and then later adding more formats to the offering. (Listen to episode 83: http://contentmarketinginstitute.com/content-inc-podcast/)
Shot 2: HubSpot Marketing Feature of the Week
Using HubSpot Content Setting properties to see where a field is used:
Click on the Used in number and then see where it is used.
Eg here’s the items for a custom contact property in my portal:
Shot 3: Marketing Tip of the Week
Setting up Colour Picker Favorites
Why? Because it keeps your brand consistent and is used in the system where ever you can choose colours. Like on pages and CTAs.
You can find this in Content Settings > Colors and Fonts > Color Picker Favorites
Shot 4: HubSpot Sales Feature of the Week
Setting up your Sales Dashboard
This is a great place to get the information you need in the one place. Especially if you are using Sales Pro you can add the extra widgets available.
Like Calls Made by Rep & Meetings Booked by Rep
Shot 5: Opinion of the Week
Why we pretend to know things, explained by a cognitive scientist
New research explains why we pretend to know more than we do:
“One danger is that if I think I understand because the people around me think they understand, and the people around me all think they understand because the people around them all think they understand, then it turns out we can all have this strong sense of understanding even though no one really has any idea what they're talking about.”
“So do you have any thoughts in terms of practical solutions to this? How can we cultivate more self-awareness and less biased reasoning? How can we seek out wiser communities of knowledge?”
“People who are more reflective are less susceptible to the illusion. There are some simple questions you can use to measure reflectivity. They tend to have this form: How many animals of each kind did Moses load onto the ark? Most people say two, but more reflective people say zero. (It was Noah, not Moses who built the ark.)
The trick is to not only come to a conclusion, but to verify that conclusion. There are many communities that encourage verification (e.g., scientific, forensic, medical, judicial communities). You just need one person to say, "are you sure?" and for everyone else to care about the justification. There's no reason that every community could not adopt these kinds of norms. The problem of course is that there's a strong compulsion to make people feel good by telling them what they want to hear, and for everyone to agree. That's largely what gives us a sense of identity. There's a strong tension here.
My colleagues and I are studying whether one way to open up discourse is to try to change the nature of conversation from a focus on what people value to one about actual consequences. When you talk about actual consequences, you're forced into the weeds of what's actually happening, which is a diversion from our normal focus on our feelings and what's going on in our heads.”
Shot 6: Creative Top 10 of the Week
10 creative ideas for: promoting and marketing a new startup jewellery brand
Pick a persona and start by finding associated interests and where those potential customers hang out eg forums, sites - target with ad placements
Eg children are a key hook, so prepare content related to parents (especially mums), eg New Mum groups on FB
Think of potential partners eg child photography studios
Target special events via Facebook eg birthdays, Mother’s Day
Work with PR agency to get access to the Christmas Gift idea catalogs that go out in November
Partner with Church related stores eg communion gifts, baptism gifts
Promote the differentiation eg custom engraving made to order, ideal for personalised gifts