Tag: content marketing

In context

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In it’s most popular form, Goodhart’s law states that when a measure becomes a target, it ceases to be a good measure.

You do not have a healthy company because your revenue increases year after year. Revenue is just one measure of the health of a company, and it should be put in context.

You do not have a great place to work because your engagement score says so. Engagement score is just one measure of how your employees feel, and it should be put in context.

You do not have a terrific team because they meet their targets quarter after quarter. Numbers are just one measure of how well your team is doing, and they should be put in context.

You do not have a successful campaign because you are getting clicks. Clicks are just one measure of the success of a campaign, and they should be put in context.

The point is, measures are easy to game, and the more you put them at the center of every conversation, the more people will be inclined to game them.

It takes time and effort to take the whole picture into consideration. It takes awareness, it takes courage, it takes honesty. It is the only way you can truly assess how you are doing and make adjustments, so that you don’t wake up one day in a place where you had never wanted to go.

The recipe

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What is the thing you want to absolutely achieve? Tomorrow, this week, this month, this year.

What is it that you need to do to make it happen? Make a list.

Go through the list, one point at a time, and do not shift your focus until the list is done. Do rest, relax, take breaks. Particularly if the list is long. But do not invest energy, time, and meaningful work on a new shiny object.

Once you are done, reassess and celebrate the work you have done.

That’s it.

What works

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Things that work in marketing:

  • Building your brand
  • Creating content that resonates with you audience
  • Being featured in publications your audience trusts (not because you paid them)
  • Being found when people experience the pain you are addressing

Things that do not work in marketing:The greatest illusion

This one is from Rand Fishkin, worth remembering after the summer.

Lazy adjectives

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A pervasive offering is not going to make you win.

A best-in-class solution is a fake promise.

Seamless integration with other tools is a given.

An optimized tool to increase productivity is just not enough.

A customer-driven way to increase leads is meaningless.

Unless it is to describe something that’s truly making you stand out, avoid using adjectives in your copy. Their use is inflated and they do not add any meaningful hint at the value you deliver.

They are a lazy shortcut.

Take the time to explain instead. In as little words as possible. In a clear language. In words your audience can relate to (and other audiences can’t).

Do the work.

Small is your buddy

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Start from small.

A little thing that bothers you just a little. Something you want to change. Something you want to try. Something that’s been on your mind for a while.

Something small.

We often fail because we want to get to the end result right from the start.

We go on a diet, and we want the body we desire on week 1.

We start a blog, and we want an audience from day 1.

We land a new job, and we want to love it already on the first month.

We found a new company, and all we think about is to make it a unicorn.

Start from small instead. Break the big achievement down into small, if you need.

Small is your buddy.