Beneath Stress? Don’t Fear, Cease Overthinking [The Weekly Wrap]

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And that’s a wrap of the week ending February 7, 2020

This week I’m ruminating on rumination (and suggesting a substitute for overthinking issues). I provide my recent tackle the position of content material advertising in model activism. Julia McCoy joins me to speak about how following her intestine intuition – even when it scared her – helped her construct a profitable content marketing business that ended up being a real lifeline. Lastly, I share an article that can allow you to stop worrying and discover and repair the inefficiencies in your content material pipeline.

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Our theme this week is “What, me fear?” Let’s wrap it up.

One deep thought: Making choices underneath stress (2:30)

Are you overthinking issues? Many individuals consider rehashing issues in our heads helps us work out the reply. We change into so centered on making the proper choice, we lose the power to make one in any respect.

Overthinking usually rears its head as we plan a fancy change. I just lately labored with a director of content material technique at a big B2C firm to map 12 weeks of duties associated to a significant content material initiative. Fear over whether or not the e-commerce group would meet the deadlines of a tech undertaking in time to line up with the content material efforts weighed on him – particularly since he didn’t management that a part of the undertaking.

Overthinking often rears its head as we plan a complex change, says @Robert_Rose via @cmicontent. #WeeklyWrap Click To Tweet

I share the recommendation I gave this consumer about planning for the long run however dwelling (and dealing) within the second:


A recent tackle content material activism in a ‘post-truth’ world (10:15)

Commentary from PublishersDaily/MediaPost caught my eye this week. The article, Content Activism Can Help Brands Shape A Positive Future, covers a subject on my thoughts proper now.

The article begins by overlaying floor most of us are accustomed to – manufacturers are utilizing content material “to align themselves with the important thing problems with our time.” It goes on to speak about content material’s position:

(C)ontent advertising is solely a much bigger canvas for manufacturers to develop a story, however extra just lately, the narrative has modified from simply product or providers to incorporate ethics and ideas. We’re asking ‘how’ greater than ever. As conversations develop round revenue vs. objective or inclusive capitalism, what they do creates model worth, choice, and differentiation.

The writer factors to the instance of the Food Sustainability Index developed by the Barilla Heart for Meals & Vitamin and the Economist Intelligence Unit to advertise information round meals sustainability. Because the article notes, “In a post-truth world, content material surfaced inside high quality editorial environments permits audiences to really feel assured {that a} related degree of diligence and a spotlight has been utilized to the details.”

I share my tackle this fascinating pattern, together with one other instance of how company social accountability (CSR) content material is now not nearly what the corporate is doing (eliminating paper cups within the workplace or having the group run a 5K for charity), however the place media is the CSR program. Attention-grabbing stuff, and I’ll be watching and writing about this extra sooner or later.

#CorporateSocialResponsibility content is no longer just about what the company is doing, but where media is the #CSR program, says @Robert_Rose via @cmicontent. #WeeklyWrap Click To Tweet


This week’s particular person making a distinction in content material: Julia McCoy (14:44)

I usually discuss how my company are making which means in content material. And this week’s visitor is the dwelling normal of that.

Julia McCoy is a serial content material marketer, entrepreneur, and writer. She based a multimillion-dollar content material company, Specific Writers, with nothing greater than $75 at 19 years outdated. Right now, Julia has been named an trade thought chief in content material advertising by Forbes and is the writer of two best-selling books, founding father of The Content material Hacker, and educator. Julia has a ardour for sharing what she is aware of in her books and in her on-line programs. Her newest ebook, Lady Rising, is a memoir that chronicles how she escaped from a spiritual cult and rebuilt her life.

Julia is any individual who positively doesn’t let fear cease her from making (and assembly) formidable targets. We discuss at size about her distinctive path to constructing a content material advertising enterprise. Right here’s a preview:

Three months into it, I had extra work than I might deal with. It was a breaking level for me. Do I proceed solo and switch down all these gigs or do I construct a enterprise? Naturally, as a result of I’m that kind of persona, I wished to construct a enterprise. That’s the place Specific Writers got here from. It was a five-minute concept I truthfully thought wouldn’t final a yr. Eight years later, 90 individuals on the workers, it’s like “pinch me.” However on the similar time, it’s that equation of working arduous actually does equal success. It does come right down to how arduous are you keen to work?”

It all comes down to how hard are you willing to work, says @JuliaEMcCoy via @cmicontent. #WeeklyWrap #contentmarketing Click To Tweet

Pay attention in to our dialogue, then study extra about Julia:

One content material advertising concept you should utilize (31:45)

The submit I’d love so that you can take a look at this week is true according to what I’ve been speaking about – determining how one can make worry-free plans.

In Fix These Big Inefficiencies in Your Content Pipeline, Kimberly Zhang gives actually good tips about avoiding content material advertising waste. She factors out actually sensible areas to handle, together with writing for a number of personas, missing in accountability, experience on too many subjects, artistic groups that lack help. Fixing these areas will allow you to fear rather less.

An overloaded or overwhelmed #content team can lead to #contentmarketing waste, says @KimZhangCEO via @cmicontent. #WeeklyWrap Click To Tweet

Love for this week’s sponsor: ContentTECH Summit

Right here’s one thing you don’t have to fret about – the place to seek out schooling on content material and know-how – and a wholesome dose of sunshine. I’m speaking about ContentTECH Summit April 20 to 22 in San Diego.

We’ve bought superb audio system like Meg Walsh, who runs content material providers at Hilton Motels; Cleve Gibbon, chief know-how officer at Wunderman Thompson; and Wendy Richardson, senior vice chairman of world technical providers for Mastercard.

These brand-level of us are prepared to show you the efficient use of know-how and higher processes that may assist your strategic efforts to create, handle, ship, and scale your enterprise content material and supply your prospects with higher digital experiences.

And I’ve bought a reduction for you. Simply use the code ROSE100 and also you’ll save $100 on registration.

Take a look at the agenda and register today.

The wrap-up

Be a part of me subsequent week as we search for the sharpest instruments in our shed. (Don’t fear, we’ll nail it.) This isn’t a drill – and we aren’t nuts. However we’ll wrench one thought to degree your head, decide one information merchandise to hammer our level house, and share one content material advertising rule that can allow you to measure up. And it’s all delivered in rather less time than it takes to study that Kansas Metropolis is definitely in Missouri.

In case you have concepts for what you’d like to listen to extra of on our weekly play on phrases, tell us within the feedback. And for those who love the present, we’d positive love so that you can evaluation it or share it. Hashtag us up on Twitter: #WeeklyWrap.

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Cowl picture by Joseph Kalinowski/Content material Advertising and marketing Institute

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