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Articles by Jess Schmidt
What the perfect IWPA’s entry looks and sounds like.
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Op-ed: Podcasting’s Money Problem
— Jess Schmidt, podcast producer, consultant, educator, author of How To *Actually* LIKE Freelancing When I logged off of the Pod the North inaugural Zoom Town Hall a few weeks ago I felt buoyed by a strong sense of solidarity and community. But it brought me back to a question I’ve been asking myself since I started making podcasts professionally in 2019, and which was echoed by many on the call: The money problem in podcasting isn’t new.
Why Metrics Matter
How to get started measuring program success and guiding future efforts — by the numbers Without metrics, there’s no way to measure the performance of a campaign or to create benchmarks that ensure your advertising dollars are being spent properly. Key Performance Indicators aren’t just for sales numbers; they’re also to ensure that time is spent wisely and that campaigns are being successful.
7 content marketing pitfalls to avoid
Part III of “How to use content marketing to your advantage” For the last few months, we’ve discussed content marketing and how it can benefit your overall programs, market presence and sales process. It isn’t just about writing something great; it also needs to be palatable to your audience. We’ve compiled a list of seven pitfalls we often see in content marketing campaigns; these themes and trends tend to be more detrimental than helpful.
How to use content marketing to your advantage: Strike a balance with tone and style
One of the major challenges that new content marketers often face is striking the balance between thought leadership and selling. It’s important that any selling being used is earned by the knowledge that’s shared. Your audience can ferret out a hard sell faster than you think, so by saving the sell for the end, you earn the right to mention your offerings.
How to use content marketing to your advantage: Know your audience
As we shift towards a new paradigm in the marketing world — using content that works in your favor to drive sales — it’s important that writers understand several factors in order to create relevant content for their audience. Over the next few months, we’ll dive into a few features of your content marketing campaign that will set you up for success. First up: why knowing your audience is the key to brainstorming topic lists and planning your content. 1.
Tell a story: why content must be part of your marketing strategy
Part of creating a comprehensive advertising and marketing strategy includes reaching people in ways that traditionally were not considered “marketing.” Print and digital ads, billboards and commercials play a specific role in brand recognition that you can’t necessarily mimic in another way, but part of marketing in the 21st century is about building trust and authority in your brand.
Maximizing event results with strategic marketing
As we get closer to holding in-person events and trade shows again, it’s important that you’re setting your company up for success. A crucial step in ensuring event success is marketing it to your customers. Without marketing, you’re leaving your meetings up to chance, your foot traffic or attendance may be low and you may be putting on an expensive show instead of getting a return on your big investment.
7 tips for great lead follow-up
While generating leads may seem like the most important part of the sales and marketing cycle, knowing that your follow-up game is strong is as important — or in some cases, more important — as getting those leads in the first place. If you’ve struggled to convert leads, the first place to look for improvements is in your lead follow-up. “The most important step to follow-up is to understand the importance of actually following up on the leads you receive.
Pivot: more than just a buzzword
If one word could be used to summarize business during this pandemic, it’s “pivot.” It’s not the usual noun, meaning a pin that allows a turning motion. It’s not a noun describing a position in basketball or roller derby, either. It’s a verb, now. It’s an action that a person or business takes in order to change direction towards survivability and thrive-ability. In 2020, the whole world pivoted due to the COVID-19 pandemic.
Why marketing matters
The most successful marketing teams spend much more time planning than those who lose track of the goal mid-year. By creating a marketing plan, you can set yourself up for greater success in reaching your marketing and sales goals. Here are some of the top reasons you need to create a marketing plan every single year. Save money Most marketing teams who place ads piecemeal think they’re saving money.
The DEFINITE DOZEN©: Develop and Demonstrate Loyalty
{Sponsored} Championship coach Pat Summitt created a profound model for principles of success and leadership in sport and life called the DEFINITE DOZEN©. DEVELOP AND DEMONSTRATE LOYALTY When Coach Summitt talked about loyalty, her focus was on being loyal, not on receiving loyalty.
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