What's the most creative idea you've ever pitched?
Вставка
- Опубліковано 8 лют 2025
- James Carbary founder of Sweet Fish Media sits down with Gwen Lafage(VP Marketing, Sinch) Ashley Faus(Head of Lifecycle Marketing, Atlassian) Spud Rule(VP of Demand, Leap) Jane Serra(Creator & Host, Women in B2B Marketing) to talk about the future of content marketing.
In this episode, we talk about:
How to become a thought leader
The real reason copy.ai needs to rebrand
The surprising truth about old school events
Are 95% of marketing agencies doomed?
The definition of marketing in 6 simple statements
And a whooooole lot more.
1:57:00: I absolutely LOVE this example of a creative content strategy:
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1- Book
2- (Nancy?) Duarte offerings
3- Overall methodology
- The Power of Stories in Change Management
* Figured out what offering would pair with the book
Now had such a depth of content to leverage.
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The thought process:
1. Who is the audience?
2. What are they trying to achieve?
3. What's our USP?
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The Content: 10 types of stories
- The 5 warning stories
- The 5 motivating stories
* Wrote them separately, and cross-linked them to each other
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Offers:
- Buy the book $ (lowest price point)
- eCourse: $$ (medium price point)
- Ongoing consulting: Help w/ change Mgmt $$$ (higher price point)
Gwen and Jane are #MyPeoples.
Glad you got them on...
Really great marketers.
Ashley is an amazing content marketer!
Can’t wait to record an episode with so many talented creators
"Bad Nostalgia" sounds like a Taylor Swift hit, Jane!
@53:21: "Often it's shocking how effective it is if we simply NAME THAT PROBLEM for them.
Demonstrates that you're at an empathy level that is so good - you may put them in market.
Speak to the 97%, name that problem, by doing that you point them at the solution." - Spud Rule.
-ex- Sangram did that.
Articulate the problem better than your audience can.
"It makes you feel seen. The person who named that problem, you now have a bond with them. -ex- 'Dark Social.'"
- Jane Serra.
@2:16:39: The (webinar) idea didn't come from: "We have a new product feature that we want to create a webinar about...
It came from: 'Our customers have this specific problem, and we have a framework that can explain to them."
@1:06:17: "The problem is marketing has gotten pigeonholed into just PROMOTION.
This idea of: 'Marketing: You just make it pretty...'
- Ashley Faus
@1:14:45: "Marketing cannot solve a bad product.
If the product is not good, no one wants it, your competitors do it better than you do...
it's not marketing's fault. It won't work.
On the other hand - a good product won't sell itself.
The problem is the problem. We don't invent the problem.
We're trying to solve an existing problem in a different way.
If you have a 'good enough' product, maybe marketing can help make it even more sexy..."
- Gwen Lafage
Most valuable question at @45:12:
"How do you create content that the audience genuinely WANTS. Not content that your company or CEO wants them to want?"