What’s Trending: Mastering Your Marketing Mix

May 19, 2017

Sound Studio Mixing Board

Twenty years ago, marketing was about as complicated as a four-track recorder. Marketers had a few dials to turn, a couple of buttons to push, and that was it. Modern marketing is more like the mixing board above—hundreds of levers, knobs, and dials. Move the wrong knob a millimeter too far, and it can throw off the whole mix.

This week’s roundup of trending content can help you set the levels. You will find advice on tech considerations like analytics and personalization, channels like social media, tactics like employee engagement, and even tips for the creative side of content creation.

Read on and learn how to create a marketing mix that is music to your audience’s ears.

What’s Trending in Marketing This Week:

1. The Real Reason Employees Aren’t Sharing Your Content

Your employees have a wider reach on social media than your brand does, and they likely have more credibility with their audience. But how can you empower employees to share on your brand’s behalf? First Site Guide Content Creation Manager Anja Skrba shares how to overcome the obstacles that keep employees from sharing.

2. 5 Essential Insights on Influence and the Future of Customer Engagement

TopRank Marketing CEO Lee Odden shares key takeaways from his company’s influencer marketing research, including expert commentary from marketers at Microsoft, Dell, and more.

3. How to Make Your Marketing Personal (But Not Creepy and Weird)

Marketers have more data about consumers than ever before. The challenge is to use that data intelligently, to be relevant without seeming invasive. Content Marketing Specialist Sherry Gray shares her tips for staying on the right side of personalization.

4. Discover Your Audience Insights from Paid Media

Take a crash course in Google Analytics and social media pixels with this zippy SlideShare from Koozai’s Samantha Noble.

5. Marketers: It’s Time to Abolish “Campaigns” and Stop Promising “Leads”

As marketing evolves, our lexicon needs to change, too. Commvault’s Dawn Colossi makes a compelling case for always-on marketing versus campaigns, and continual engagement versus lead generation.

6. SEO Vs. PPC: Pros, Cons, & an Integrated Approach

Which is better for your small business, SEO or PPC? Bowler Hat’s Marcus Miller explores the unique features of each tactic, then offers a blueprint to making the two work together for something bigger than the sum of its parts.

7. Brands: Learning to Learn from Disruption

When faced with digital disruption, brands must either adapt or fade away. Make sure your brand is the next Netflix, not the next Blockbuster with these guidelines from Microsoft Communications Designer Geoffrey Colon.

8. Social Media Copywriting: How to Compose Text for 5 Different Channels

HubSpot’s Amanda Zantal-Wiener goes deeper than your average social media marketing post here, diving into the demographics of each platform’s audience before offering tips on how to best reach each one.

9. Is It Time to Abolish Social Media?

Don’t panic, social media marketers: This post is about abolishing “social media” as a concept, not ditching the platforms themselves. Writer Jonathan Crossfield argues against treating social media as somehow unique or distinct from other channels. Modern marketing is all social, regardless of the channel, he argues.

10. Metrics Matter: A B2B Guide to Finding Real Marketing ROI

Learn the difference between vanity and clarity metrics, and which processes and skills you need to get data-driven marketing right, in our latest SlideShare.

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