100 episodes

You're listening to the Actionable Marketing Podcast, powered by CoSchedule - the only way to organize your marketing in one place. Weekly interviews, strategy, and advice from marketing geniuses delivered right to your earbuds. For the marketing professional ready to make sh*t happen.

Actionable Marketing Podcas‪t‬ CoSchedule: The Only Way To Organize Your Marketing In One Place.

    • Management

You're listening to the Actionable Marketing Podcast, powered by CoSchedule - the only way to organize your marketing in one place. Weekly interviews, strategy, and advice from marketing geniuses delivered right to your earbuds. For the marketing professional ready to make sh*t happen.

    AMP 223: Keeping Garbage Out of Your Data So You Can Make Better Marketing Decisions With Dan McGaw From McGaw.io

    AMP 223: Keeping Garbage Out of Your Data So You Can Make Better Marketing Decisions With Dan McGaw From McGaw.io

    Data problems are probably lurking somewhere inside of your marketing stack. Don’t freak out, just yet. Most analytics packages and marketing software services that deal with data have some gaps or inaccuracies.
    Today’s guest is Dan McGaw, CEO and founder of McGaw.io, a marketing technology and marketing analytics consulting company. Dan talks about how to make better marketing decisions—identify and fix deeper issues to avoid data disasters. He explains everything you need to know to keep your data clean and metrics moving.
     
    Some of the highlights of the show include:
    Why is data cleanliness important? Analytics + Bad Data = Bad Decisions Directional: Data is not meant to be perfect, the goal is to grow and take action Data Spectrums: Everybody has unreliable data—how bad is it? Marketing Stacks: Different problems stem from data issues Taxonomy: Common problem is not having consistent or connecting names Be Intentional: Set up and configure marketing tech, or set yourself up for failure Audit: You know there’s a problem, but you don’t know what it is, where to begin Solution: Plan and be more proactive by understanding how data flows in Best Practices: Urchin tracking parameters (UTM) are culprits of bad data How to Build Cool Sh*t: Take it slow, take your time, don’t try to rush projects  
    Links:
    Dan McGaw on LinkedIn Mcgaw.io McGaw.io Downloads and Resources How to Build Cool Sh*t by Dan McGaw UTM.io KissMetrics Pluralsight - Code School BrowserStack Segment Tag Inspector Ben Sailer on LinkedIn CoSchedule  
    Quotes from Dan McGaw:
    “If you have analytics and your analytics have bad data that means your analytics are wrong, which means that you’re naturally going to be making bad decisions.”
    “Companies that are typically growing the fastest, are the ones who are less focused on definitive and more focused on how do we get directional data that’s going to tell us which way is growth and let’s start moving and let’s make action.”
    “If you take the quality time to do taxonomy right, you see really, really good outcomes. Trying to make sure that taxonomy works across the stack I think is where you get the best outcomes, as well.”
    “The best way to audit is really to build good rigor around your analytics, understand how that data flows in, and use the auditing tools to be able to do that.”

    • 24 min
    AMP 222: How CoSchedule Makes Design Magic Happen (And How You Can Too) With Tim Walker From CoSchedule

    AMP 222: How CoSchedule Makes Design Magic Happen (And How You Can Too) With Tim Walker From CoSchedule

    How does design happen, and how do designers and marketers collaborate? As a common courtesy, provide details to get more work done better and faster. CoSchedule is consistently committed to quality design and creative output.
    Today’s guest is Tim Walker, visual designer at CoSchedule. Tim talks about how he infuses brand with individual style that is distinctly CoSchedule. Discover how to replicate CoSchedule’s processes and philosophies.
     
    Some of the highlights of the show include:
    Onboarding: Intimidating, exciting, and challenging to integrate individual style Standards and Guidelines: Set and define them to have fun within them Design Playground: Time and place to test new ideas, styles, and color palettes Collaboration Challenge: Communicate clearly about team/department needs What Works, What Doesn’t: Specificity, purpose vs. vagueness, no direction Intent: Good design doesn’t happen by accident, it takes thoughtful planning Investment: Don’t cut corners—good aesthetics authenticate your brand Inspiration: Collect designs from Pinterest, Dribble, Ehance, and Instagram  
    Links:
    Tim Walker on LinkedIn Ben Sailer on LinkedIn CoSchedule  
    Quotes from Tim Walker:
    “Every designer has their own style. A lot of designers can do a lot of things, but I think each designer kind of has their own unique kind of signature. Integrating that into the brand, that’s always a fun little challenge.”
    “It’s really important to kind of have those standards set in place and well-defined, and then you can kind of have some fun within those. It was enjoyable to try to meld my own style with the existing guidelines.”
    “Everyone’s really great at communicating exactly what they need from design and the purpose of the design, too, and what we’re trying to achieve with it.”
    “If you have valuable content to share, why not give it some great clothes to wear?”
    “Humans are visual creatures. When we see images, our brains store the details verbally and visually. If you want people to pay attention to your content, and recognize your brand, or buy your product, share your posts, you need to have strong design or you’ll be forgotten and ignored.”

    • 27 min
    AMP 221: How to Create Content That's Laser-Focused on Your Ideal Target Customer With Shondell Varcianna From Varci Media

    AMP 221: How to Create Content That's Laser-Focused on Your Ideal Target Customer With Shondell Varcianna From Varci Media

    In a single sentence, describe your ideal customer. Where do they hang out online? What are their biggest problems? How often do you talk to them? Don’t rely on assumptions. Consciously focus on your customers by creating content that serves their needs and beats the competition.
    Today’s guest is Shondell Varcianna from Varci Media, a content writing company for financial institutions, about how to get to know your audience. She shares effective and easy-to-follow advice to improve audience research without extra time and resources.
     
    Some of the highlights of the show include:
    Reach Real Customers: You can’t offer something to someone you don’t know Real Problems: Sell your product or service as a solution for your customers Relationships: Are you the right person to serve your audience at highest level? Recommendations: Know who to target, where they are, and what they want Website Content: Match with searched keywords and make it resonate Communities: Wherever your target audience is, is where you want to be Ask Audience for Answers: What do you do for fun? Where do you hang out? Social Media Connections: Meet strangers and don’t take ‘no’ personally Know, Like, and Trust: Offer consistent content that informs, educates, inspires Content Strategy: Videos, podcasts, posts—get creative when creating content Authenticity: Where it all begins to get your audience what they (and you) want  
    Links:
    Shondell Varcianna on LinkedIn Varci Media Facebook Groups LinkedIn Sales Navigator Ben Sailer on LinkedIn CoSchedule  
    Quotes from Shondell Varcianna:
    “If I know of you, but I don’t know you, how can I offer you anything because I don’t really know what you want.”
    “Wherever your target audience is, is where you want to be. You’ll have to find out where they are, and then you just need to show up where they are, consistently.”
    “Everyone is accessible on social media. Everybody. I connect with strangers every single day on social media.”
    “Content that speaks to everyone is content that speaks to no one.”

    • 26 min
    AMP 220: How Can Marketers Avoid Cybersecurity Disasters With Gary S. Chan From Alfizo Security Solutions

    AMP 220: How Can Marketers Avoid Cybersecurity Disasters With Gary S. Chan From Alfizo Security Solutions

    High-profile data breaches at big-name companies have become an all-too-common pitfall that creates negative press. Marketers need to protect their company and customers by knowing how to prevent a cybersecurity attack or security lapse.
    Today’s guest is Gary S. Chan from Alfizo Security Solutions. Gary is a cybersecurity expert and helps organizations make sure software and systems are safe and secure. Avoid being the next victim and consider the cost of inaction.
     
    Some of the highlights of the show include:
    Why should marketers care about cybersecurity? To stay safe and do a better job Best Practices: Proper messaging, deliverability, and documentation gets clients Settings: Configure SPF and other security options for recipients to receive email Security Defense: Stop bad things from happening to you and your customers Remote Security: Technical services and tools to prevent serious problems Privacy Policies: Read terms and conditions to understand intended use of data Repeatable Software: Always use what others use, not something unfamiliar Security Certifications: ISO/IEC 27001 and Soc 2; clarify certifications Free Software: Money is being made somehow, so make sure it’s secure Collaborative Communication: Increase understanding and measure success Risks and Consequences: Takes only one event to close business, cause chaos Security Benefits: Leverage good security hygiene for peace of mind Google not only ranks content, but offers higher rating for better Website security Advice for Marketers: Follow guidance, use strong passwords, report suspicious activity, and attend security training  
    Links:
    Gary S. Chan on LinkedIn Alfizo Security Solutions Security Awareness Training ISO/IEC 27001 Certification Soc 2 Certification CoSchedule’s Headline Analyzer Ben Sailer on LinkedIn CoSchedule  
    Quotes from Gary S. Chan:
    “I help businesses improve their sales, meet compliance, and stay safe.”
    “Larger clients tend to care about buying from companies with good security.”
    “If you don’t configure things properly, a lot of your emails will go to Spam boxes, which means that your recipients don’t read them.”
    “You’re going to lose customer data, you’re going to lose intellectual property, you’re going to lose time, you’re going to lose money, and you’re going to lose some of your reputation.”

    • 26 min
    AMP 219: Avoiding the Pit of Dark Mode Despair and Making Sure Your Emails Look Awesome With Melissa Sargeant From Litmus

    AMP 219: Avoiding the Pit of Dark Mode Despair and Making Sure Your Emails Look Awesome With Melissa Sargeant From Litmus

    Are you familiar with the dark mode? About 92% of those with smartphones use dark mode on at least one app. The increased use of dark mode with various email services and clients present challenges. How do email marketers make sure that emails are easy to read in dark mode?
    Today’s guest is Melissa Sargeant, Chief Marketing Officer (CMO) at Litmus, a well-known email marketing software company. She explains exactly why dark mode matters for marketers, and what they can do to make sure their emails look their best. Melissa provides insights into why this is important for marketers to understand, test, and optimize.
     
    Some of the highlights of the show include:
    App Developers: Dark mode makes type and visuals lighter on dark backgrounds Functional Trend: People use dark mode to read content; easier on their eyes Benefits: Reduce screen brightness to preserve battery; accessibility preference Email Clients: Apple, Samsung, Google, Microsoft, and Yahoo offer dark mode Problems: Prioritize dark mode for subscriber preference, different email clients Cost: Sending email versus potential cost of not optimizing email to be visible Tips and Tricks: Settings, assets, code, examples, and guide to dark mode Do More with Less: Build, test, and analyze emails, then send them for review Email Analytics/Insights: It doesn't end with send; use data to make better email Test every email, every time to deliver an experience that exceeds expectations  
    Links:
    Melissa Sargeant on LinkedIn Litmus Litmus Blog The Ultimate Guide to Dark Mode for Email Marketers Ben Sailer on LinkedIn CoSchedule  
    Quotes from Melissa Sargeant:
    “The reason why a lot of people are viewing things in dark mode—we talk a lot in email marketing about accessibility to your emails—for some folks, it's just easier on their eyes. It’s an easier way for them to read content.”
    “We think about email as a channel. It’s truly this one-to-one connection that you have with your subscribers. If they are showing a preference for how they want to view their content, it's a good idea to honor that and respect that and do the best you can to deliver them their content the way they want to read it.”
    “If you are using an email optimization platform, you can do all this building and testing across all these devices and ensure end clients that when that email goes out the door, you'll know with certainty that people who are viewing in dark mode are able to view it in dark mode.”
    “Efficiency and the email workflow process is super important.”

    • 27 min
    AMP218: Everything You Need to Know About Headline Studio With LaRissa Hendricks From CoSchedule

    AMP218: Everything You Need to Know About Headline Studio With LaRissa Hendricks From CoSchedule

    What does it take to write a great headline? A simple, yet effective tool that makes marketers more confident when writing headlines. Take the guesswork out of improving headlines. 
    Today’s guest is LaRissa Hendricks from CoSchedule’s product marketing team. She introduces Headline Studio, CoSchedule’s new premium headline testing platform that takes your headline writing to the next level.
     
    Some of the highlights of the show include:
    Differences between CoSchedule’s Headline Analyzer and Headline Studio Headline Data: Leads to more engagement, traffic, clicks, higher rankings Challenge: Know what to write to get people’s attention, click to read content? Familiar and New Features/Functions: Word/character count Headline feedback and suggestions History of past headlines Headline and SEO scores Word banks (power, emotional, common, and uncommon) Full thesaurus Free browser extension Search competition  
    Links:
    CoSchedule’s Headline Studio CoSchedule’s Headline Analyzer LaRissa Hendricks on LinkedIn Ben Sailer on LinkedIn CoSchedule  
    Quotes from LaRissa Hendricks:
    “Writing headlines can feel very vague.”
    “How are you even supposed to know what to write for your headline? How are you supposed to know what’s actually going to catch people’s attention? What’s actually going to make them click and read your content? That’s a huge challenge.”
    “With over four million headlines, we have a very good idea of what works and what doesn’t.”
    “Headline Studio is like a super fun playground for your headlines.”

    • 21 min

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