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Becoming a Better Marketer by Embracing Your Passions Outside the Office

How Our After-Hours Passions Elevate Us as Marketers

How Our After-Hours Passions Elevate Us as Marketers In the first post I ever wrote for the TopRank Marketing Blog, I reflected on the marketing lessons I’d picked up through my baseball blogging hobby. Helping build an online community at Twins Daily has instilled many important fundamentals that, I feel, make me better at my day job. I’m always fascinated by this interplay. We spend so much of our time each week alongside our coworkers, but are often unaware of the interests and side hustles that drive them outside of the office. Those very passions can be such integral parts of who we are and how we operate. More recently, this has been a topic of focus for our friends at LinkedIn*. In April, Jason Miller wrote a piece about following your dreams while staying committed to your career, and in June, Sean Callahan profiled a LinkedIn marketer who moonlights as a DJ. The subject of Sean’s piece was Ish Verduzco (aka DJ Ishh), who says that spinning the turntables on weekends has helped him learn how to get in tune with online audiences as a social media marketer. Incidentally, Jason and Sean themselves are great examples of this dynamic — Jason is a rock-and-roll photographer whose creativity and energy infuse the content he produces, while Sean is the author of several children’s books with a knack for conveying information clearly and understandably. These posts from LinkedIn inspired me to learn more about my own colleagues here at the TopRank Marketing office, and how their outside hobbies or passions help shape them professionally. So I asked around: What activities occupy your time when you’re not at the office, and how do they help make you a more clever, curious, and courageous marketer? Hopefully their answers will inspire other marketers to fully embrace their own passions, and think about ways in which their personal pursuits can fuel their professional success — or vice versa.

The After-Hours Passions that Elevate Our Team Members’ Marketing Skills

Improving Through Improv

Josh NiteJosh Nite, Senior Content Marketing Manager His jokes and puns are cherished staples during the workday, and Josh puts his sharp wit to good use after it ends by participating in improv shows and competitions. He believes that these comedy performances make him a better marketer for two primary reasons. “First, they force me to carefully consider words, how they have an effect on people, how powerful they can be. Second, they’re performed live in front of an audience, so I can see whether or not I’m making a connection. It really helps me have a mental image of the reader in mind when I’m writing content.”

Making a Habit of Being Helpful

Debbie Friez, Influencer Marketing Strategist Debbie is very active at her church, Spirit Garage, where she applies her professional skills to help out with marketing functions. “I serve on the marketing committee, so that has me looking for new ideas,” she says. “I subscribe to a few newsletters and I’m active in Social Media Shepherds, a group of church communicators.” In turn, Debbie’s community work through church and other endeavors — she picks up garbage at local parks on Earth Day, participates in a book club, and serves cotton candy during street festivals, for example — helps her develop rock-solid relationships with influencers and clients.

Finding Focus on the Fairway

Anne Leuman, Content Strategist As someone who regularly covers SEO-related topics on the TopRank Marketing Blog, Anne understands the importance of links (she recently wrote about examples of link-worthy content). And on the weekend, she likes to unwind by hitting the links. “My No. 1 hobby outside of work is golf,” Anne says. “Golf, believe it or not, requires a great amount of imagination. If you can see a shot, you can make the shot. Playing the sport allows me to hone my imagination skills, leading to more creativity and well-thought-out content strategy.” She also adds that the sport’s individualistic nature helps her focus on self-improvement. Bolstering your score on the golf course is all about looking inward and making the right personal tweaks, which is also true of content creation. “Similar to working on my golf game,” she starts. “I’ll take lessons, ask for advice, or spend hours writing each day to ensure I’m above par.”  

Managing to Make a Difference

Elizabeth Williams, Account Manager As a mother raising two young children of mixed race, Elizabeth feels strongly about doing her part to create a more accepting and fair environment for individuals of all ethnicities and backgrounds. “As a marketer sometimes it’s hard to see that direct impact on ‘making a the world a better place’ in your day-to-day. But, it’s something I crave. Having that reason behind what we do inspires us to keep going when we’re feeling frustrated or overloaded.” She continues: “My ‘making the world a better place’ is working toward MLK’s dream — for a world where people will not be judged by the color of their skin. In my family, we experience racism nearly every time we’re in public, whether it’s big or small.” And so she commits much of her energy outside of work to advocating for the cause of social justice. A marketer’s understanding of how to engage and influence proves helpful in this regard. “I love applying my knowledge of digital marketing to my activist communications,” she says.

Making Creativity is the Name of the Game

Patrick Pineda, Motion Designer If you watched any of the awesome 8-bit videos he whipped up for our Content Marketing Combos series, you might peg Patrick as an avid video game enthusiast. But his real passion is for tabletop role-playing games like Dungeons & Dragons and World of Darkness. Earlier this year, he collaborated with Anne to create a blog post around content marketing lessons from the realm of D&D, such as the value of originality, the pitfalls of corralling an audience, and the importance of customization — something that is incredibly important and top-of-mind for marketers today. “The best Dungeon Master doesn’t just create a good story, but they also help players reach their goals,” Patrick noted.

The Rabid Researcher

Lane EllisLane Ellis, Social & Content Marketing Manager Working remotely from northern Minnesota, Lane conducts plenty of helpful research for the team at TopRank Marketing, and his proclivities in this area are deeply ingrained. “Since 1994 I’ve been doing family history research, including several years as one of Duluth’s few professional genealogists, which has taught me many research-related lessons that I try to apply to my social media and marketing career,” he explains. As someone who was using the internet for research before many of us were using it at all, he’s very adept at quickly finding what he’s looking for.

Harnessing Healthy Results Like a Boss

Lee OddenLee Odden, CEO Employees at TopRank Marketing are accustomed to the occasional week or two where Lee isn’t in the office, given the amount of traveling he does for speaking engagements around the world, but recently we’ve noticed that we’re seeing less of him — literally. The agency cofounder has been on a major health kick over the past several months, and the impact has been visibly evident in his physique. “I’ve found diet, cardio and other exercise have direct correlations to goal-setting, discipline, quality of effort, time management, and optimization of marketing performance,” Lee explains. In particular, he’s sees parallels in the ways success is measured for fitness and marketing. In neither case should vanity be the name of the game. “I found it interesting not to focus on weight loss, but clothing size, energy level, and quality of life improvements since those are the real goals,” he says. “I think there are lessons there as a marketer in measuring performance. Views, shares and impressions are like sugary candy metrics that give spikes of endorphins, but don’t really reflect the real goals of leads, deals, and revenue.”

What Drives You?

At TopRank Marketing, we’re lucky to have a team with diverse interests and hobbies. Working with these folks on a daily basis, it’s easy to see they are keeping their marketing skills sharp through after-hours activities, even if that’s not necessarily the inherent rationale. Meanwhile, staying busy and focused on other things outside of work helps us stay refreshed and rejuvenated once we arrive each morning. So, I ask you, too: What passions outside of work make you better at your job? Let us know in the comments section below. Disclosure: LinkedIn is a TopRank Marketing client.

The post Becoming a Better Marketer by Embracing Your Passions Outside the Office appeared first on Online Marketing Blog – TopRank®.

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Interactive Content Marketing: Why B2B Marketers Should Take Their Content from Boring to Bold

Why B2B Marketers Should Consider Interactive Content

Why B2B Marketers Should Consider Interactive Content

Show of hands, B2B marketers: How many of you know which Hogwarts house you belong in? Or which Disney princess best represents your personality and relationship ambitions?

via GIPHY

Don’t be shy. I’m a Gryffindor wizard through and through—and apparently, I’m more of a Jasmine than an Ariel. And I know all this thanks to the rise of interactive content.

From quirky quizzes to ROI calculators to guided eBooks, interactive content is a rising content marketing star. BuzzFeed is perhaps the most prolific example, creating dozens of quizzes each week that are making their way into social feeds and search results. (And almost all users reportedly finish them).

But why should B2B marketers consider adding interactive content to their mix?

Because B2B is often pegged as bland and boring. And in a crowded content market, not to mention the fact that buyers' content preferences are turning increasingly visual, interactive content is the next evolution.

But if that doesn't convince you, read on for a few more reasons why its time for B2B to embrace interactive content.

#1 – Interactive content is more engaging than static content—for the long-term.

Interactive content may seem a little gimmicky for some marketers—especially those in the B2B space. But the vast majority of marketers who use interactive content agree that it not only grabs attention, but can also hold that attention beyond that initial view.

In fact, according to the Content Marketing Institute (CMI) and Ion Interactive 2017 Interactive Content Study:

  • 87% of marketers agree that interactive content grabs the attention of the reader more effectively than static content
  • 77% of marketers agree that interactive content has reusable value, resulting in repeat visitors and multiple exposures
  • 73% of marketers agree that interactive content, when combined with other more traditional content marketing tactics, enhances message retention among their audiences.

So, if you’re aiming for awareness, engagement, and attention, interactive content holds incredible potential. But I’d also add that this is only true if you deliver quality, relevant content in an interactive format.

As my colleague Josh Nite points out: “[Interactive content is] absolutely designed to grab attention. But if your content provides value—if it’s worth paying attention to—interactive elements can help you bring in an audience.”

[bctt tweet="#InteractiveContent is absolutely designed to grab attention. But if your content provides value—if it’s worth paying attention to—interactive elements can help you bring in an audience. - @NiteWrites" username="toprank"]

#2 – Interactive content can differentiate you from your competitors.

Content has always been a foundational element of B2B marketing. Buyers don’t make hard and fast decisions. Instead, they do their research, weigh their options, and have multiple engagements with sales reps before they sign on the dotted line. Interactive content can help you make an impression and stand out in a crowed, competitive content landscape.

In addition, according to the aforementioned report, just 46% of marketers report using interactive content right now—which was flat year-over-year. And if history is any indicator, I’d wager that interactive content adoption among B2B marketers is far lower since the industry is typically slower to adopt new tactics.

But that won’t always be the case. Harnessing the opportunity right now has the potential to differentiate your B2B brand from the competition early on, showcasing your commitment to innovation.

For example, Prophix, a leading provider of corporate performance management (CPM) software solutions in the FP&A industry, wanted to drive awareness in a unique way around its report on the evolution of financial planning and analysis, as well as its solutions.

By repurposing its original research and adding influencer perspectives, we created an interactive quiz to help empower their audience to "crush" their jobs to succeed now and into the future.

Prophix Crush It Interactive Quiz

This anchor asset, which was promoted using a supporting mix of blog content, social amplification, email, and more, saw a view rate 6-times higher than the benchmark for a similar resource. In addition, the page where it lived garnered 3-times the average share rate. This unique approach to interactive influencer content made Prophix stand out from the competition and deliver a great resource that performed.

#3 – Interactive tools can provide you with exclusive data and analytics.

Savvy marketers are driven by data insights. And many of the interactive content tools you’d leverage for an asset come with their own analytics dashboards, allowing you to get near real-time data on how your audience is interacting and absorbing your content.

For example, Ceros, an interactive content software that simplifies the creation process, provides all the basic KPIs such as visitors, opens, and pageviews, as well as engagement metrics like time spent and interaction clicks. But they also track inbound referrals, social shares, video plays, and outbound link clicks.

Oh, and that data is viewable in its Analytics Dashboard within second of it happening.

Ceros Interactive Content Tool

While traditional analytics platforms and the data within them is invaluable, from my perspective, this more niche data can help uncover some insights that can help you refine your asset on the fly or consider how to improve other content types moving forward.

#4 – Interactive content can drive results at every stage of the funnel.

From educating buyers to creating customer loyalty, interactive content can serve a purpose (and drive results) at every stage of the funnel. Interactive content users report using the tactic for lead generation, lead nurturing, customer retention, and the list goes on.

And interactive is especially powerful, when combined with other tried-and-true content marketing tactics.

To help promote the Influencer Marketing 2.0 report based on research conducted by Traackr, Altimeter Group and TopRank Marketing, we partnered with interactive content platform Ceros to produce an Influence 2.0 interactive infographic.

Influence 2.0

The infographic was promoted via blog posts, social channels, email, and through the influencers that contributed. With calls to action embedded within the interactive infographic, this content succeeded at attracting over 1,700 prospective customers to download the full report with a 43% conversion rate.

What Opportunity Does Interactive Content Hold for Your B2B Brand?

Interactive content is here to stay. But the real opportunity doesn’t lay in the interactivity itself. The real value creation is in the excitement or connection that you can make with your audience, as well as the potential to hold their attention for long enough to engrain your message or inspire action.

[bctt tweet="The real opportunity with #interactivecontent doesn’t lay in the interactivity itself. The real value creation is in the excitement or connection that you can make with your audience. - @CaitlinMBurgess" username="toprank"]

So, B2B marketers. If you’re ready to break away from boring and drive better engagement, interactive content deserves your consideration.

How can you leverage interactive content? Check out our post featuring five ways of making marketing magic with interactive content.

The post Interactive Content Marketing: Why B2B Marketers Should Take Their Content from Boring to Bold appeared first on Online Marketing Blog - TopRank®.

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