Herding cats

No, I’m not talking about trying to wrangle others into doing what I want. In this case, I’m talking about pulling together all the bits and pieces of information and experience I have and to make them work in a new way.

As I said before, I’m still new at this content marketing thing — but I already know more than I give myself credit for. For example, I was only recently introduced to the great Seth Godin. However, once I started going through his blogs (and I’m reading All Marketers Tell Stories right now), I realized that I’ve been a disciple of his for years without knowing it. I have a very clear memory of talking to a client in my freelancing days and discussing a potential ongoing communication based on a marketing campaign, and telling her that we needed to work in some helpful information to the customer in these pieces, or the audience wouldn’t read them — or our marketing messages. I’m pretty sure my coworkers are getting sick of me saying to them, “We need to give people the information they want, not just the information we want to give them.” Mr. Godin expresses it with more style than I do, but the message is still mostly the same.

After a teleconference to discuss lead management, where I felt particularly in the dark, I asked our marketing services vendor rep if he could suggest some resources for me to get up to speed on these issues. (I really hate it when I feel like I’m in the dark.) And bless him, he told me that I’m already 90% of the way there. Apparently, I’m asking the right questions and at least thinking about what this lead management actually means to the people behind the metrics, which can get lost in the push to show ROI and justify budgets.

So as soon as I can construct the right framework for all these nuggets of knowledge, I should be in good shape. It’s just a matter of getting the right blueprint.


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