What’s Trending: New Philosophies of Marketing

November 18, 2019

Line of Philosopher Statues in a Library

Marketers, why do we do what we do?

It’s good to talk about specific tactics, best practices, all of the ‘what’ and the ‘how’ of marketing. But let’s take a moment to think about the ‘why’ — the philosophy of marketing. 

What’s our mission statement?

Until very recently — within my lifetime — marketing was about creating a need in a specific demographic, one that could only be filled by your product. Marketing was about making people want something.

The democratization of information in the 2000s and 2010s changed the game. Customers know what they want, and they don’t like being pressured to buy. 

The new philosophy of marketing, the new ‘why’: We create value for people by providing useful, relevant information. We meet customers at the intersection of their need and our expertise. We build conversations, create relationships, and ultimately, yes, drive revenue for our businesses.

Most of us have adopted this new philosophy, but we’re all still filling out the framework to support it. This week’s roundup can help fill in the blanks. Read on for the new 4 Ps of marketing, fresh ways of thinking about content strategy and SEO, and more.

What Marketers Were Reading and Sharing Most This Week:

1. The New 4 Ps of Marketing

Any marketer worth their salt has heard of Place, Price, Product and Promotion. But modern marketing needs a new set of P-words. Judd Marcello explores the importance of Privacy, Permission, Personalization, and Performance.

2. SEO Keyword Research: 13 of the Biggest Mistakes You MUST Avoid

When you’re deep into SEO research, it’s easy to forget the bigger picture and get lost in lists of keywords and monthly search volumes. Let this detailed guide from Carolyn Lyden bring you back to reality.

3. My 6-Step Content Marketing Formula That Drives 3,549 Visitors

Neil Patel is a master of the detailed how-to. In this quick video and lengthy post, Neil creates a detailed blueprint for content marketing success.

4. Marketing 2030: 7 Laws for Content Marketing Success

Godfather of Content Marketing Joe Pulizzi is back with a plan to make content marketing more sustainable and more profitable in the next decade.

5. Switch to “Managing” Instead of “Doing”: The Secret to Content Marketing Planning Success

Express Writers CEO Julia McCoy explains how to lead a content marketing team — including when to do it yourself and when to delegate — in this deep dive.

6. 7 Sales-Sabotaging Mistakes to Avoid with Your Content Marketing

Sales and marketing alignment is a hot topic at the moment, and for good reason. Learn how to make sales a natural extension of your content marketing strategy with these tips from John Hall.

7. Expert Insight: Why B2B Marketers Still Lack Sophisticated Content Marketing Strategies

Lack of a consistent, documented content marketing strategy is still one of content marketers’ biggest missed opportunities. CMI’s Lisa Murton Beets explores the problem in this interview with Krystle Vermes.

8. Put the Focus on People to Transform Content Marketing

Content marketing is more than a tool to make a single sale. It’s about building relationships by providing real value. Michael Brenner shares his passion for human-centered content in this piece.

9. 5 Ways to Improve Your B2B Content Marketing Strategy in 2020

It’s time to brace for the onslaught of 2020 prediction posts. This post, from Deana Kovač, stands out from the pack by focusing on specific ways that martech can drive a more data-informed strategy in the coming year.

10. The Human Element of Advertising, Why Targeting is Critical, and Other Advertising Insights from LinkedIn's Marketing Manager

Need some insider knowledge to optimize your LinkedIn marketing efforts? Get Guarav Nihalani’s top five tips and more in this interview with Caroline Forsey.

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