[Best of Season] AMP075: Getting 10x Results From Your Content With Garrett Moon Of CoSchedule

04/19/22 • 31 min

1 Listener

CoSchedule started the Actionable Marketing Podcast (AMP) in 2015 and has recorded and published more than 300 episodes. CoSchedule has worked with some of the smartest minds out there that share their stories with you through this podcast. This season, CoSchedule brings back some of the best of the best evergreen content.

Content marketing is a highly competitive space. Every single day, nearly 60 million blog posts are published and five billion YouTube videos are watched. Are you always trying to edge out search results to be on top? Discover how to reframe your mindset when it comes to content marketing.

Today, we’re talking to Garrett Moon, CoSchedule CEO, about how to handle such competition when it comes to content marketing and his new book, 10X Marketing Formula: Your Blueprint for Creating Competition-Free Content That Stands Out and Gets Results.

Some of the highlights of the show include:

Marketers are responsible for bringing in leads, sales, people - big tasks - to support core business metrics. Garrett’s book describes taking the formula, process, tips and tricks, and things that work and don’t for CoSchedule and making them available to anybody to use and implement in their business and marketing process.
Gartner’s Hype Cycle: How new technology is adopted. When content marketing took shape a few years back, all of a sudden, everyone was adopting it and reworking their marketing teams, creating content, doing blogging, building email lists, and other tasks. Content marketing made a lot of promises to us.
Now, Garrett believes we are entering the trough of disillusionment. We adopted content marketing, but what about those big promises that were made? What about the results? Why are you not getting the results you were promised?
How do marketing teams provide business value? Content marketing needs to be reinvented.
Garrett describes the "copy cat" epidemic in marketing. There is so much free content online where pieces of strategies, tactics, and other items are copied and pasted. However, it does not create an entire picture or blueprint.
The goal is to create a framework from start to finish to find something unique to your business that only you can do and be successful with. Something that stands out and gets results.
Creating Competition-Free Content: Not only is your business and products in competition, but your marketing is in competition with other marketing. Find a way to break past that barrier created by competitors.
The book, Blue Ocean Strategy, refers to the Bloody Red Ocean, which is full of competition and where businesses are fighting each other to stand out - they’re at war with each other. However, the Blue Ocean is wide-open and uncontested. You're free to swim around and move about because you have successfully been able to differentiate yourself from the competition.
To differentiate your content marketing, focus on your topics, how you create content, and how to connect that content and share it with your customers.
10X reference: look at what you are doing and ask if what you are doing will help your team multiply results, including increasing sales leads and the number of visitors to your Website.
Marketing teams need to focus on 10x growth rather than increments of 10 percent improvements. Marketing teams are designed to produce results, not worry about risks.
Agile Manifesto: focuses on how software development could be better. A powerful way to cause engineers to rethink and reframe what they’re doing.
10X Manifesto: focuses on how so much of marketing is about mindset when it comes to how we do and approach things.
Results or Die: 10X marketers work in a results or die oriented business, not 10 percenters allowed. Many think of marketing as a process for things they do - marketing is the blog, social media channels, conference booth, etc. There’s all these deliverables that a marketing team creates and hands off to others, such as the sales and support teams. Marketers are not here to produce Web ads or build a Website. They’re here to help produce business results and help grow companies.
10X marketers understand that growth requires failure, strength is in progress, not perfection. Teams that embrace failure (fail fast) understand that it is not about failure but acknowledging imperfection.
Marketing comes with assumptions: assume methods used to get the message out will work; assume there’s the right mix of email ads; assume messages are right; assume the timeline is correct. Ever realize how much you are guessing?
The problem is in the marketing plan. It becomes a risk-removal tool that leads to pointing fingers and placing blame on others. Instead of a plan, start with a goal.
To start down the 10X marketing path, list what work you did this week. Are thes...

Some of the highlights of the show include:

Marketers are responsible for bringing in leads, sales, people - big tasks - to support core business metrics. Garrett’s book describes taking the formula, process, tips and tricks, and things that work and don’t for CoSchedule and making them available to anybody to use and implement in their business and marketing process.
Gartner’s Hype Cycle: How new technology is adopted. When content marketing took shape a few years back, all of a sudden, everyone was adopting it and reworking their marketing teams, creating content, doing blogging, building email lists, and other tasks. Content marketing made a lot of promises to us.
Now, Garrett believes we are entering the trough of disillusionment. We adopted content marketing, but what about those big promises that were made? What about the results? Why are you not getting the results you were promised?
How do marketing teams provide business value? Content marketing needs to be reinvented.
Garrett describes the "copy cat" epidemic in marketing. There is so much free content online where pieces of strategies, tactics, and other items are copied and pasted. However, it does not create an entire picture or blueprint.
The goal is to create a framework from start to finish to find something unique to your business that only you can do and be successful with. Something that stands out and gets results.
Creating Competition-Free Content: Not only is your business and products in competition, but your marketing is in competition with other marketing. Find a way to break past that barrier created by competitors.
The book, Blue Ocean Strategy, refers to the Bloody Red Ocean, which is full of competition and where businesses are fighting each other to stand out - they’re at war with each other. However, the Blue Ocean is wide-open and uncontested. You're free to swim around and move about because you have successfully been able to differentiate yourself from the competition.
To differentiate your content marketing, focus on your topics, how you create content, and how to connect that content and share it with your customers.
10X reference: look at what you are doing and ask if what you are doing will help your team multiply results, including increasing sales leads and the number of visitors to your Website.
Marketing teams need to focus on 10x growth rather than increments of 10 percent improvements. Marketing teams are designed to produce results, not worry about risks.
Agile Manifesto: focuses on how software development could be better. A powerful way to cause engineers to rethink and reframe what they’re doing.
10X Manifesto: focuses on how so much of marketing is about mindset when it comes to how we do and approach things.
Results or Die: 10X marketers work in a results or die oriented business, not 10 percenters allowed. Many think of marketing as a process for things they do - marketing is the blog, social media channels, conference booth, etc. There’s all these deliverables that a marketing team creates and hands off to others, such as the sales and support teams. Marketers are not here to produce Web ads or build a Website. They’re here to help produce business results and help grow companies.
10X marketers understand that growth requires failure, strength is in progress, not perfection. Teams that embrace failure (fail fast) understand that it is not about failure but acknowledging imperfection.
Marketing comes with assumptions: assume methods used to get the message out will work; assume there’s the right mix of email ads; assume messages are right; assume the timeline is correct. Ever realize how much you are guessing?
The problem is in the marketing plan. It becomes a risk-removal tool that leads to pointing fingers and placing blame on others. Instead of a plan, start with a goal.
To start down the 10X marketing path, list what work you did this week. Are thes...

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undefined - [Best of Season] AMP139: This Is How To Nail Product Positioning So Customers Get It, Buy It, Love It With April Dunford Author Of Obviously Awesome

[Best of Season] AMP139: This Is How To Nail Product Positioning So Customers Get It, Buy It, Love It With April Dunford Author Of Obviously Awesome

The success of your company depends on the marketing you do, how you choose to present the benefits of a product or service, and which audience to target. How you position a product or service can make or break your company. Stop right there. Forget everything you thought you knew about product positioning. Connecting your product or service with buyers is not a matter of following trends, selling harder, or trying to attract the widest customer base.

Today, my guest is April Dunford, who has launched more than a dozen products and shares some of the biggest mistakes that startups, marketers, and entrepreneurs make with product positioning. Also, she’s the author of Obviously Awesome: How to Nail Product Positioning So Customers Get It, Buy It, Love It. April’s book describes her point of view on positioning and offers a step-by-step process to perfectly position your product or service.

Some of the highlights of the show include:

Career Change: Fake it til you figure it out. How hard can it be?
Do it right, and the company grows quickly, gets acquired; you get bored and do another startup
Definition of Positioning: How to win at doing something that a well-defined market cares about
Perfect marketing execution won’t save you from weak positioning; marketing execution and results are only as good as positioning that feeds into them
Who should decide the positioning for your product? Everybody
Siebel Story: Too small to buy out beyond a billion dollars
Positioning Pitfalls: People don’t do positioning deliberately; and when they try to fix it, they don’t follow a process but wing it or write a “Positioning Statement”
Positioning Statement Components:
- Who’s your competitive alternatives?
- What are the unique capabilities or features that your product has?
- What’s the value that those features can enable for customers?
- Who’s my target customer?
- Is this a market that I’m going to win?
Signs of weak positioning include:
- How a customer reacts to your product/service
- They compare you to a non-competitor; not in the right market
- Customer knows what you do, but not the value or why they should care

Links:

Quotes by April Dunford:

“Not only is positioning a thing I should figure out, it's potentially a super powerful thing.”
“Two years after graduating from engineering, I'm running this great big marketing team. It's global. I’ve got this giant budget...even though I was completely unqualified for it.”
“I focus on positioning, mainly because I think people do a really terrible job at positioning. There's not many people that know how to do it right.”
“A shift in positioning can totally result in a shift in the product roadmap, a shift in your pricing, a shift in a way you sell, a shift in your channels.”
"You see signs of weak positioning across your entire sales marketing funnel, but often the place where it’s most obvious is looking at how a customer reacts when they first encounter your product or your offering."