#AskPeshev 40: Content Marketing & Communication Challenges

#AskPeshev 40: Content Marketing & Communication Challenges

May 13, 2020

“Reiterating existing strategies and bundling existing data together could be handy for readers, but hardly revolutionary or contributing to building a loyal community.Invest in original research and your traffic will skyrocket.”

— Mario Peshev

May has shifted our priorities (for various reasons) and two key aspects we’re refining are content marketing techniques and communication approaches.Since I’m leading three major initiatives, I’m behind on my email backlog (spending 25 hours a week in meetings) - which is why I wrote a separate piece discussing why emails may be delayed :) Last time I authored an article discussing the reasons I avoid phone calls, it became my reference guide to send over to potential vendors who insist on scheduling a meeting (and that’s what I plan to do with my email piece, too).And there’s the monthly roundup we run on LinkedIn - this time discussing the best ways to manage your team remotely!Aside from that, especially given the Google May 2020 Core update, we’re refining our content pillars and working on new long-form guides across our separate business portals. Make sure you check these out accordingly.Hope that everything is going well for you and the summer will be as normal as it gets,Mario

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After writing about the main reasons I don’t pick up my phone, I was eager to author a separate breakdown of why I dodge scheduled meetings (and what makes asynchronous work more bearable).But due to the evergrowing influx of emails or direct messages across a dozen platforms, a rationale behind delaying replies appears to be a more timely piece. On a regular business day, I receive about 350 direct emails and dozens (or sometimes hundreds) of direct contacts across social networks or IMs (excluding work communication).

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Content marketing is one of the most widely-used marketing tactics. It encompasses almost everything under the gamut of digital marketing as content is the basis of all forms of marketing. It is not a new technique. It has been in the picture for a long time and will remain for the foreseeable future.

My time is limited. If I have 6 hours for training or coaching a week, I want to MAXIMIZE them. Reach as many folks as possible and help out people who would otherwise not be able to attend (or pay an entry ticket).Here's how to adopt the repurposing mindset yourself. 10% creation, 30% repurposing, 60% distribution.

Given the fact that LinkedIn users hang out there primarily for business reasons combined with the professional “business-casual” attention you get, LinkedIn is a goldmine for B2B companies.There is no wonder why 80% of B2B leads still come from LinkedIn. But how do you leverage such potential?

Content production revolves around solving problems for the corresponding target audience. Your best bet is analyzing your buyer persona as much as possible and identifying common problems you can help with (that happen to frequently come up over time). There are common pain points you can start with across most audiences: generating revenue (or finding new business), identifying new business opportunities, time management, and recruitment.

It pains me to see layoffs going on for 2 months now. And while some businesses play bold and maxed out their resources early on, plenty of companies can pivot and diversify quickly enough to weather the storm.Aside from shifting your business model or forming a strategic partnership now, your human capital is what matters the most.