[Best of Season] AMP075: Getting 10x Results From Your Content With Garrett Moon Of CoSchedule

CoSchedule started the Actionable Marketing Podcast (AMP) in 2015 and has recorded and published more than 300 episodes. CoSchedule has worked with some of the smartest minds out there that share their stories with you through this podcast. This season, CoSchedule brings back some of the best of the best evergreen content. 

Content marketing is a highly competitive space. Every single day, nearly 60 million blog posts are published and five billion YouTube videos are watched. Are you always trying to edge out search results to be on top? Discover how to reframe your mindset when it comes to content marketing.

Today, we’re talking to Garrett Moon, CoSchedule CEO, about how to handle such competition when it comes to content marketing and his new book, 10X Marketing Formula: Your Blueprint for Creating Competition-Free Content That Stands Out and Gets Results.

 

Some of the highlights of the show include:

• Marketers are responsible for bringing in leads, sales, people - big tasks - to support core business metrics. Garrett’s book describes taking the formula, process, tips and tricks, and things that work and don’t for CoSchedule and making them available to anybody to use and implement in their business and marketing process.
• Gartner’s Hype Cycle: How new technology is adopted. When content marketing took shape a few years back, all of a sudden, everyone was adopting it and reworking their marketing teams, creating content, doing blogging, building email lists, and other tasks. Content marketing made a lot of promises to us.
• Now, Garrett believes we are entering the trough of disillusionment. We adopted content marketing, but what about those big promises that were made? What about the results? Why are you not getting the results you were promised?
• How do marketing teams provide business value? Content marketing needs to be reinvented.
• Garrett describes the "copy cat" epidemic in marketing. There is so much free content online where pieces of strategies, tactics, and other items are copied and pasted. However, it does not create an entire picture or blueprint.
• The goal is to create a framework from start to finish to find something unique to your business that only you can do and be successful with. Something that stands out and gets results.
• Creating Competition-Free Content: Not only is your business and products in competition, but your marketing is in competition with other marketing. Find a way to break past that barrier created by competitors.
• The book, Blue Ocean Strategy, refers to the Bloody Red Ocean, which is full of competition and where businesses are fighting each other to stand out - they’re at war with each other. However, the Blue Ocean is wide-open and uncontested. You're free to swim around and move about because you have successfully been able to differentiate yourself from the competition.
• To differentiate your content marketing, focus on your topics, how you create content, and how to connect that content and share it with your customers.
• 10X reference: look at what you are doing and ask if what you are doing will help your team multiply results, including increasing sales leads and the number of visitors to your Website.
• Marketing teams need to focus on 10x growth rather than increments of 10 percent improvements. Marketing teams are designed to produce results, not worry about risks.
• Agile Manifesto: focuses on how software development could be better. A powerful way to cause engineers to rethink and reframe what they’re doing.
• 10X Manifesto: focuses on how so much of marketing is about mindset when it comes to how we do and approach things.
• Results or Die: 10X marketers work in a results or die oriented business, not 10 percenters allowed. Many think of marketing as a process for things they do - marketing is the blog, social media channels, conference booth, etc. There’s all these deliverables that a marketing team creates and hands off to others, such as the sales and support teams. Marketers are not here to produce Web ads or build a Website. They’re here to help produce business results and help grow companies.
• 10X marketers understand that growth requires failure, strength is in progress, not perfection. Teams that embrace failure (fail fast) understand that it is not about failure but acknowledging imperfection.
• Marketing comes with assumptions: assume methods used to get the message out will work; assume there’s the right mix of email ads; assume messages are right; assume the timeline is correct. Ever realize how much you are guessing?
• The problem is in the marketing plan. It becomes a risk-removal tool that leads to pointing fingers and placing blame on others. Instead of a plan, start with a goal.
• To start down the 10X marketing path, list what work you did this week. Are these 10X or 10 percent activities? Do any of these activities have the ability or potential, in a short period of time, to multiply results by 10X?

 

Links:

• Garrett Moon
• 10X Marketing Formula
• Gartner Hype Cycle
• Blue Ocean Strategy
• Agile Manifesto
• SpaceX
• Elon Musk
• CoSchedule

 

Quotes by Garrett Moon:

• “Everyone was really excited about it (content marketing). There was a lot of energy. A lot of hype behind it, and a lot of big promises that content marketing made to all of us.”
• “If we’re going to really double down. If we’re really going to continue doing this, how do we really make it sing? How do we really make it pay for itself and become a true part of our results?”
• “For us (CoSchedule as a start-up), it was results or die.”
• “Once teams start looking at what they’re doing, how their processes are built, one thing they tend to find is that much of what they’re doing is based on mitigating risk vs. generating results.”