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The Latest Digital Marketing News by IMPACT
February 29, 2020

Common problems with HubSpot's GDPR features, why video production takes so long, and all about 1:1 personalized video training...this is THE LATEST!

πŸ”₯ Hot off the presses

⏰Ticket prices for Digital Sales & Marketing World 2020 increase TONIGHT at midnight! Check out the agenda and get your tickets today before prices go up!

Hey friends! πŸ‘‹It's that time again where I take over THE LATEST for an issue and share my thoughts while Liz goes off galavanting (or moving to CT, whatever). 

As I was working on this issue of our newsletter, knowing you'd likely be reading it on a Saturday morning, maybe with a cup of coffee and a dog on your lap, (just me?) I was thinking about what would most resonate with you in this letter part of our newsletter. 

I recently read Ron Tite's book Think Do Say (which I highly recommend) and cannot stop thinking about the introduction. Or rather, the lack of introduction. I don't want to spoil anything for you but what's important is Ron's book opens with the line: "I respect your time and appreciate the level of impatience you probably have.

I feel the exact same way! I feel like everyone I've talked to today has had an exceptionally busy week. So, let's just dive into some interesting articles you can learn from today. 

Want to chat some more? I'd love to! Hit reply or drop a post in IMPACT Elite

Oh, by the way, Ron Tite is one of our amazing keynote speakers at Digital Sales & Marketing World this year! 

πŸ‘‰ HubSpot and GDPR: Common problems and how to fix them (9-min read)

Yeah, I put my own article first. What do you want from me? Listen, I know, first hand, how frustrating and complicated the GDPR features in HubSpot can be. That's why I whipped up this guide to the most common problems with HubSpot and GDPR and exactly

πŸ’¬ You ask, I'll answer. Have a question about GPDR? Drop it in our Facebook group, IMPACT Elite, and I'd love to help answer it.

πŸ‘‰ Why video production takes so long and how to make it more efficient (5-min read)

I work with our video editor, Megan Lang, pretty often, and I'm always amazed at how quickly she can turn around a video project and have it look amazing. But, it's not always that easy. There are a variety of reasons that video production can take longer than you might think, and video professionals, like Megan, want you to know why. 

πŸ’¬ You ask, we'll answer. Have a question about video? Drop us a line in our Film School for Marketers Facebook group. 

πŸ‘‰ What is 1:1 personalized video training and do I really need it? (7-min read)

I checked. I've recorded over 250 personalized, 1:1 videos in the two years I've worked at IMPACT. More and more sales teams are discovering the power video can have in their sales process. That's why IMPACT's Manager of Demand Generation, Myriah Anderson, is here with an explanation of what 1:1 personalized video training is and why you'd need it.

πŸ’¬ You ask, we'll answer. Have a question about video? Drop us a line in our Film School for Marketers Facebook group and Myriah will personally answer you!

πŸ“…  Upcoming events

🎧 Latest shows and podcasts


πŸŽ‰ #DSMW2020 summit agendas are out!

As the Director of of Events, my entire life revolves around Digital Sales & Marketing World so please forgive me for mentioning it SO many times but you guys. It's gonna be so good. 

This year we introduced role-specific and industry-specific breakout summits each day. Check out the in-depth agendas for info about each summit.

...and in case you somehow missed it the first two times... prices go up at midnight!

πŸ‘•Weekend Nonsense

I saw this over a year ago and still can. not. stop. thinking. about. it.
You're welcome.

shirts

Until next time, see you in Elite!

February 27, 2020

Intent research vs keyword research, how to get started with inbound marketing in 2020, and the most common video production agency problems ...this is THE LATEST!

This issue is presented to you by

NarrativeSEO-No-tag
πŸ”₯ Hot off the presses

πŸ₯Early-bird pricing for Digital Sales & Marketing World 2020 ends on February 29. So, what are you waiting for? Check out the DSMW2020 agenda for our amazing line-up of speakers, as well as industry- and role-specific summits, and then get your tickets today before pricing goes up!

Greetings and salutations, LATEST nation! πŸ‘‹

I want to introduce you to my friend, Franco Valentino of Narrative SEO. Now, if you're a "long-time listener, first-time caller" of THE LATEST, you likely remember Franco from such greatest hits as:

He's also a dear friend of mine. (Aww. Gross.)

What you may not know, however, is that Franco has an unscrupulous, singular predilection that is slowly, but surely, eroding the very foundation of our friendship. 

He is obsessed with dad jokes.

Moreover, he's obsessed with telling me dad jokes on an almost hourly basis (via text, Slack, phone, and carrier pigeon), just to watch my expressions of pure happiness give way to a dead-eyed gaze of anguish and betrayal, once I realize what he's done.

So, for your viewing pleasure β€” and to let Franco be happy this one single time β€” here is a video of me listening to him tell dad jokes until I beg for mercy. 

I held up a lot longer than I expected:

franco-and-liz

Watch the video

Can't get enough of Franco? He'll be a featured speaker during the Content Manager Summit track at this year's Digital Sales & Marketing World along with yours truly!

πŸŽ‰ Want to see the just-released agendas for all of the industry- and role-specific summits at DSMW2020? Scroll to the bottom of this issue!

πŸ‘‰ "Wait, what's the difference between intent research and keyword research in SEO?" (7-minute read)

You were taught early on in your marketing training how to optimize your website around a list of root keywords that you wanted to rank for. Easy enough, right? Well, SEO has changed a lot over the years β€” and it will continue to do so, as it is wont to do. For example, search engines are now more focused on trying to learn the why someone searched something instead of just what the searcher typed in. Enter stage left, the idea of intent research. In this article from IMPACT Content Marketing Consultant Brian Casey, you'll learn the critical differences between keyword research and intent research, as well as how to leverage both to help create an SEO strategy for 2020 and beyond.

πŸ’¬ You asked, we answered

πŸ‘‰ "What is the best way to get started (or smash the reset button) with inbound marketing in 2020?" (2-minute read + video)

Some of you may have tried your hand at inbound marketing before, but experienced lackluster results. On the other hand, you may be dipping your toes in the digital marketing pool for the first time, and you're a little unsure of what you should be doing or what the best path is to guarantee your success. Whether you're looking to start over with inbound or you're giving inbound a go for the first time, we can help. This article from IMPACT Principal Strategist David Little has got you covered with the exact roadmap you need to follow in order to see the best results with inbound marketing

πŸ’¬ You asked, we answered

πŸ‘‰ "OK, what are the most common problems we need to avoid when working with a video production agency?" (7-minute read)

Ultimately, IMPACT Video Trainer Will Schultz believes that most video should be produced in-house. No one knows your company, your vision, and your goals better than your own team. But there are instances when you may want to hire an outsourced video production agency, as you need advanced expertise and experience to bring a particular vision to life. However, navigating the video production agency relationship can be fraught with challenges. So, in this article from our main video man Will, you'll learn the five most common challenges you may experience with a video production agency and the questions you need to ask ahead of time to avoid them in the first place.

πŸ’¬ You asked, we answered

πŸ“…  Upcoming events

🎧 Latest shows and podcasts

πŸŽ‰ #DSMW2020 summit agendas are out!

So, as I shared in the last issue, Digital Sales & Marketing World is a lot different this year β€” after years of being a single-track event, we are going multi-track for 2020

What does that mean for you? Role-specific and industry-specific breakout summits each day, in addition to a dazzling lineup of keynote speakers. 

Check out the in-depth agendas for each summit below:

April 6 (Role-Specific Summits)

Business leaders and managers

Marketing leaders

Sales professionals

Content managers

Videographers

Students and young professionals

Small businesses and solopreneurs 

April 7 (Industry-Specific Summits)

Associations

Manufacturing

Home improvement and construction

Financial and professional services

Marketing agencies

Retail and e-commerce

ABM is B2B

Can't wait to see y'all in April! 

And I will talk to you next week! THE LATEST will have a special guest author for the weekend edition. 

Toodles,

February 25, 2020

How to actually NOT work while attending conferences this year, why Digital Sales & Marketing World is no longer single-track, and the 10 best marketing events you need to attend in 2020 ...this is THE LATEST!

πŸ”₯ Hot off the presses

🎬 Are you ready to embrace the power of video to build brand awareness and close more deals faster? Learn how to expand your brand's reach, grow your business, and build trust faster with video on February 26 at 2 p.m. (Eastern) with Marcus Sheridan and Vidyard's Tyler Lessard.

In addition to a mutual commitment to our "relationship built on sarcasm and sass" (his words), IMPACT Content Marketing Trainer (and man about town) Connor DeLaney and I also share something else in common. 

Both of our IMPACT careers began with Digital Sales & Marketing World as our first real introduction to the company... as well as several hundred of IMPACT's closest digital sales and marketing friends. 

For Connor, his "unusual employee onboarding" story took the form of a 600-person icebreaker at our annual event last year, back when it was still called IMPACT Live. 

For me, my initiation into IMPACT (and our event) was in 2017. I spent most of my time manning registration, smiling until my face hurt, and watching our incredible lineup of speakers from the balcony:

Screen Shot 2020-02-25 at 2.22.07 PM

Oh, and I literally forgot who now-IMPACT CLO Chris Duprey was... three times during that week. Because I'm a gem of a lady.

It's funny to think about how much has changed since my first IMPACT Live experience. There's the selfish side of it, in that I wasn't a speaker in 2017; heck, I wasn't even speaking at all back then.

Now, I'll be speaking twice at DSMW this year β€” once during the content manager's track on April 6, and then I'll be an afternoon keynote on the last day. 

Then (more importantly), there's the larger scope of how the event has evolved itself in two major and definitive ways:

Exciting, right?

On the one hand, I am so hyped to travel to Hartford for a third year in a row for another unique, inspiring, and exhausting experience. 

On the other hand, we are only a little over a month away from the event. Our team is frantically filling out spreadsheets about travel arrangements, hotel roommates, and.... uh, I still have two talks I need to write and make slides for. 

Which is fine. Totally fine. No big deal. I am on top of it, and I am in no way panicking

Now, if you'll excuse me, I'm going to go breathe heavily into a brown paper bag for a little while. For no particular reason. 

πŸ‘‰ "What are the best hacks and tricks for not getting stuck working while at a conference?" (7-minute read)

Whenever we go to conferences, we always act like we're being personally victimized when we're "forced" to work while we're there. In reality, however, we're lying to ourselves. So, today, I'm breaking the silence. Together, we're going to rip off the band-aid and have a real talk about how you can take control of your own marketing conference destiny. This article from yours truly will teach you how to prepare in advance for conferences, how to deal with clients who have boundary issues, and coworkers who never play by the rules, so you can be fully present at your next conference experience.

πŸ’¬ You asked, we answered

πŸ‘‰ "Why is Digital Sales & Marketing World a multi-track event this year? I thought you were all-in on single-track..." (4-minute read)

What was once IMPACT Live has become Digital Sales & Marketing World β€” an engaging, two-and-a-half day educational event in Hartford just six weeks away. Beyond the change in name, the event has grown and expanded, now offering role-specific and industry-specific summits that will personalize the experience for each attendee, while still fostering alignment around core principles and best practices. But why is this significant? Well, in this illuminating interview, IMPACT's founder and CEO Bob Ruffolo explains the strategy behind making DSMW a multi-track event and how it will make the experience even more beneficial, transformational, and actionable for attendees.

πŸ’¬ You asked, we answered

πŸ”₯ Psst! Early-bird pricing for Digital Sales & Marketing World expires on February 29. Have you gotten your tickets yet?

πŸ‘‰ "DSMW sounds great, but what are other great marketing conferences we should be looking at for this year?" (6-minute read)

When it comes to marketing conferences, IMPACT Director of Demand Generation Kristen Harold has done it all! She's been to conferences as an attendee, a sponsor, a speaker, exhibitor, and an employee. It’s safe to say that over the years she's learned a thing or two about what makes for a great marketing conference and what to avoid. As a marketer, attending the right event is a great way to learn about the latest trends, get inspired and grow your network. To make your life easier, Kristen has put together this best-of-the-best, comprehensive list of the top 10 marketing conferences she's the most excited about for 2020 β€” and you should be, too!

πŸ’¬ You asked, we answered

πŸ“…  Upcoming events

🎧 Latest shows and podcasts

⚑ One last thing

We've got one more big Digital Sales & Marketing World speaker announcement coming up...

Screen Shot 2020-02-25 at 4.47.01 PM

Who can it be now? 🎢

Later, nerds! πŸ‘‹

February 22, 2020

What the heck is intent research in SEO, is hiring a content manager really worth the cost, and why paid ads and inbound marketing can play nicely together ...this is THE LATEST!

πŸ”₯ Hot off the presses

🎬 The power of video and The Visual Sale. Lean how to expand your brand's reach, grow your business, and build trust faster with video on February 26 at 2 p.m. (Eastern) with Marcus Sheridan and Vidyard's Tyler Lessard.

Happy Saturday! I'm still coming to you live from New Haven, Connecticut, home of IMPACT HQ. Although, currently, I'm tucked away at a table at one of my favorite little coffee shops in town, The Coffee Pedaler

IMG-5395

With a honey lavender latte at my side and Wilderado's soulful lyrics drifting through my headphones, I'm earning my hipster stripes this morning... and I'm not sure that's something I should be proud of.😢

In a few short hours, I'll be packing up my Jeep for one last trip down the East Coast back to Maryland, with exactly one week to go until I make the move up here to New England. 

But my letter to you this morning isn't about that. 

I know a lot of people have had bad experiences with Airbnb β€” heck, I've had a few myself. For the most part, however, I almost always find myself pleasantly surprised in some way by the quirky and interesting places I end up staying thanks to that plucky little video-forward platform.

For example, last time I was up here in December, I ended up staying one night at a gorgeous Victorian brownstone owned by a little old French lady. I was completely exhausted by the time I arrived on her doorstep, wanting nothing more than to fall into the blissful emptiness of sleep without having to speak a word to anyone. 

Instead, I stayed up with Γ‰milie until the wee hours of the morning. We sat next to the crackling warmth of her cavernous stone fireplace drinking red wine and playing with her wild little cat Gigi, as she shared stories about her childhood in France and how her parents were part of the Resistance in World War II. 

While my accommodations last night didn't involve any history lessons, aggressively affectionate cats, or French wine, I still found myself charmed...

IMG-5389

Lame as it may sound to some, I always try to pick places that don't have a television, so I can take a mental break from the outside world. This place was no exception. 

Although it was devoid of any human presence, my home for the evening featured one of the coolest little collections of books:

IMG-5390

The Pocket Thomas Jefferson, Moby Dick, The Great Gatsby, Crime and Punishment, a big book of Ancient Egyptian monuments and relics, a biography of Picasso, a few volumes on Native American religions, Craig Ferguson's hilarious memoir American on Purpose, and on and on. 

Then, there it was:

IMG-5391

Cosmos by Carl Sagan.✨

As some of you may have noticed in Tuesday's issue, I have a quote from Carl Sagan on my desktop. That's because Carl Sagan, an American astronomer, is probably one of my great inspirations as a writer and a content marketer

(A fact none of my fellow IMPACTers have been able to escape, as I never miss an opportunity to be as insufferable as possible about how much I like his work. Whoops.)

Why?

Well, let's take a look at a milestone we crossed recently. 

February 14 marked the 30th anniversary of NASA's Voyager 1 taking this photo of Earth from space, at the request of Carl Sagan himself:

pale-blue-dot

This photo is now famously known as the "Pale Blue Dot."

This photo would go onto to inspire one of the most profound pieces of prose I believe has ever been written, also now known by the same name of the Pale Blue Dot.

This piece was later brought to life in a vivid and breathtaking way through the undeniable power of video, narrated by Sagan:

Screen Shot 2020-02-22 at 12.57.39 PM

Watch the Pale Blue Dot.

Sagan inspires me as a content marketer, because his work reminds me of the boundless potential of carefully chosen words.

How you can persuade or move people to action... or maybe make them feel a little less misunderstood or really seen for the first time if you take the time to be purposeful about what you say and (most of all) how you say it. 

So, as we head slide quietly into the welcome relaxation of yet another weekend, I invite you take a look at the words you're surrounded by every day β€” in books, magazines, songs, advertisements, blogs, or wherever you may find them.

Take notice of those that move you. Then remember you have the power to do the same, as well, in your own content.

And now, here's THE LATEST...

πŸ‘‰ "What the heck is intent research in SEO, and what do we need to know about it?" (9-minute read)

We know what you’re thinking: "Intent research? Really? Yet another fancy term SEO experts cooked up to keep me confused about how to rank my content?" Or maybe you’ve heard of intent research and you’ve brushed it off as another marketing fad that will wear itself out in no time. Never fear, fellow citizens. IMPACT Content Marketing Trainer Jolie Higazi is here with this fantastic article, which covers exactly what intent research is, what you need to do about it right now, as well as a few real-life examples and best practices you need to know

πŸ’¬ You asked, we answered

πŸ‘‰ "We keep hearing we 'need' to hire a content manager, but are they really worth the cost?" (5-minute read)

If you’ve read They Ask, You Answer, you know how critical it is to have someone chiefly responsible for content marketing within your organization, most commonly referred to as a content managerMarcus Sheridan makes the case for having a full-time member of your staff 100% dedicated to publishing two or three pieces of content on your company blog each week. But do you really need to invest in one for your company? In this candid overview, IMPACT Digital Sales and Marketing Adviser Marc Amigone gives you all the information you need to answer the question of whether or not a content manager investment is right for your organization.

πŸ’¬ You asked, we answered

πŸ”₯ "How do we get started with inbound right now, without having to commit to an agency that may not be the right fit for us in the long run?" (find out)

You’re looking for an inbound marketing agency to help bring your business to another level. All too often, however, the sales process goes too fast. And it doesn't take long for you to realize your agency partner never made enough time to get to know your business or its true challenges in the first place, so as to help you achieve your most aggressive growth goals with inbound marketing.

Don’t get stuck in a long-term contract and then find out what your business really needs to be successful with inbound in the long-run. With IMPACT’s Fast Start Program, you can get your inbound marketing on the right path fast, while truly getting to know us as your agency partner, risk-free.

πŸ‘‰ "I've been told forever that traditional paid ads and inbound marketing do not go together, so why are you telling me paid media can complement my inbound efforts?" (4-minute read)

When I first encountered inbound marketing many, many moons ago, I was presented with this absolutist perspective: "In order to succeed in the digital age, you must move away from traditional paid marketing strategies and, instead, attract potential buyers to you. Like they're a cat. But a cat whose money you want to take in exchange for goods and services." A lot has changed since then, however. And in this interview I conducted with IMPACT Paid Media Specialist Jason Linde, I learned precisely why paid media advertising (like Google Ads) and inbound marketing definitely aren't mutually exclusive.

πŸ’¬ You asked, we answered

πŸ“…  Upcoming events

🎧 Latest shows and podcasts

πŸ‘‹ Work for IMPACT

Wouldn't you love to call me a teammate? Well, here's your chance. We're currently accepting applications for:

πŸ” Weekend nonsense

This is not a drill. McDonald's really did release candles... 

IMG-5374

Personally, I'm with Jonathan.

⚑ One last thing

Did you hear the big news from earlier this week?

Speaker Announcement--Meghan Keaney AndersonFB_Li - Non Silhouette

HubSpot VP of Marketing Meghan Keaney Anderson β€” who also happens to be one of my favorite humans β€” will be one of our incredible spotlight speakers at Digital Sales & Marketing World this year... and all we can say is that she'll have some HubSpot news to share.

(Don't forget, early-bird pricing only goes through February 29!) 

Later, squares! πŸ‘‹

February 18, 2020

Google's latest "major" update (that wasn't so major), a brutally honest review of Google Ads, and why you need to use emojis πŸ˜ in your marketing ...this is THE LATEST!

πŸ”₯ Hot off the presses

πŸŽ‰ I've got a MAJOR Digital Sales & Marketing World 2020 announcement for y'all β€” quite literally minutes ago, we announced a BRAND NEW SPEAKER. Want to know who it is? You need to scroll to the bottom of this issue of THE LATEST to find out! I know, I know. It's a lot to ask of you. I'm the worst.

Surprise, LATEST nation! I'm not in my usual digs in Annapolis, Maryland. Instead, I'm coming to you live this week from IMPACT HQ in "sunny" (see: "rainy, dreary") New Haven, Connecticut...

Image from iOS-6

I'm a bit of a geek for Carl Sagan.

While it's absolutely delightful to be settled in here and back with my work family, yesterday's road trip up the East Coast was... an adventure:

Screen Shot 2020-02-18 at 11.23.08 AM

No, it didn't work. πŸ˜’

But you're not here for stories about my inability to function in the real world, even though I'm an adult who is (somehow) allowed to legally operate a motor vehicle.

You want juicy digital sales and marketing content β€” like, what the heck was up with that latest Google update, anyway? β€” that will help you make smarter decisions faster, crush your goals, and advance in your career.

So, without further ado, let's get into it...

πŸ‘‰ "Aside from everyone freaking out, was Google's latest update really that big of a deal? What do I need to know?" (3-minute read)

Recently, Google nuts, content producers, and digital marketers took to the internet "airwaves" to speculate loudly as to whether or not the search engine giant had rolled out a "major" update to their core algorithm. Here's what you may not know, however β€” Google rolls out, on average, 10 updates per day, and about 3,800 total every single year. So, was this latest update as big of a deal as some have made it out to be? In this article from IMPACT Director of Operations Kaitlyn Petro (with expert analysis from Narrative SEO's Franco Valentino) get the inside scoop on Google's latest update, as well as what you need to know about how Google is constantly iterating how they rank content on the web.

πŸ’¬ You asked, we answered

πŸ‘‰ "What are the brutally honest pros and cons marketers and business leaders need to know about Google Ads?" (9-minute read)

Google Ads are a great way for businesses to promote their products, services, and content in a way that's always relevant and served up to the right people. Not only that, you only pay when someone actually clicks on your ad. But no platform is perfect, and Google Ads is certainly no exception. In this completely candid review from IMPACT Paid Media Specialist Dan Baum, you're served up a comprehensive, brutally honest pros and cons list about Google Ads, the world's most popular paid media platform.

πŸ’¬ You asked, we answered

πŸ”₯ "How do we get started with inbound right now, without having to commit to an agency that may not be the right fit for us in the long run?" (find out)

You’re looking for an inbound marketing agency to help bring your business to another level. All too often, however, the sales process goes too fast. And it doesn't take long for you to realize your agency partner never made enough time to get to know your business or its true challenges in the first place, so as to help you achieve your most aggressive growth goals with inbound marketing.

Don’t get stuck in a long-term contract and then find out what your business really needs to be successful with inbound in the long-run. With IMPACT’s Fast Start Program, you can get your inbound marketing on the right path fast, while truly getting to know us as your agency partner, risk-free.

πŸ‘‰ "Some digital marketers think emojis are juvenile, so why are they good for our marketing strategy and how?" (4-minute read)

One of the biggest things people have complained about with digital communication in the past is that it often lacks humanity and soul. Instead, most days we were faced with lifeless newsletters, flat emails between coworkers and prospects, and boring social messages. Then, emojis landed and entered the mainstream as a way of bringing emotional context to our otherwise emotionless words. But emojis are divisive. Some marketers swear by them, whereas others think they only diminish content quality. In this infographic from Campaign Monitor (with analysis from IMPACT Content Marketing Trainer Connor DeLaney), learn exactly why emojis are super powerful in your marketing strategy and how to use them effectively

πŸ’¬ You asked, we answered

πŸ“…  Upcoming events

🎧 Latest shows and podcasts

πŸ‘‹ Work for IMPACT

Wouldn't you love to call me a teammate? Well, here's your chance. We're currently accepting applications for:

⚑ We've got a big announcement

OK, y'all! You made it to the end of this issue of THE LATEST β€” hooray! Now, it's time to get down to business, because we just announced that...

Speaker Announcement--Meghan Keaney AndersonFB_Li - Non Silhouette

...HubSpot VP of Marketing Meghan Keaney Anderson β€” who also happens to be one of my favorite humans β€” will be one of our incredible spotlight speakers at Digital Sales & Marketing World this year... and all we can say is that she'll have some HubSpot news to share.

(Don't forget, early-bird pricing only goes through February 29!) 

Later, taters! πŸ 

February 8, 2020

Should you be buying email lists in 2020, the 10 best digital marketing training resources, and how much it REALLY costs to produce 100+ sales and marketing videos in one year ...this is THE LATEST!

πŸ”₯ Hot off the presses

πŸ”₯ Heads up, LATEST nation! I'm running a small contest ahead of our upcoming DSMW2020 keynote speaker announcement on February 11! For details and to enter this contest, you'll need to scroll to the very bottom of this email. 

Although I was born in Oakland, California, I still consider myself a native of Washington, D.C. You see, I don't even remember California, as my parents returned to the District less than a year after I was born. 

On top of that, both of my parents are from Washington, D.C. And my grandfather ("Vito")  on my mother's side grew up with his two brothers and four sisters in a building filled with Italian immigrants on North Capitol Street, after my great grandparents, Alfonso (a barber) and Aida, came to the United States and settled in the District near the turn of the 20th century. 

(My grandfather and his brothers later would go onto open the Perruso Family Restaurant in the 1940s in the northwestern part of the city.) 

In short, Washington, D.C. β€” a city that garners lots of opinions, including sometimes being called "Ugly People Hollywood" β€” is a large part of my identity. 

But here's a quirky little factoid about yours truly that's somewhat embarrassing to admit. For the vast majority of my childhood, I thought the District's infamous and controversial second mayor Marion Barry... 

marion-barry-for-mayor

Source: WTOP

...was actually a joint husband and wife mayoral team, Mary and Barry. 

My mother thought my mistake was positively adorable, so she never corrected me. In fact, occasionally, she'd ask me who our city's mayor was when her friends were over, and they'd all clap and smile and laugh, which only boosted my overly-inflated, only child ego further.

So, I went about my life innocently until, one day, I was finally (gently) corrected by a grade school teacher in front of my entire class.

Which was just... awesome.

Of course, I know I'm not alone in making embarrassing goofs throughout life, which provides some measure of comfort.

For example, by a show of hands, how many of you still think it's totally fine to buy email marketing lists for your campaigns, even though bungled email marketing is one of the most costly mistakes you can make as a digital marketer?

Don't lie, I know a few of you still think it's a viable shortcut β€” and that's OK.

Because, unlike my very public "Mary and Barry" whoopsie-daisy, we're going to learn the right way get your digital sales and marketing done without the audience of Mrs. Baxter's third grade class.

πŸ‘‰ "Wait, why shouldn't we be buying email marketing lists in 2020? Are there really no exceptions?" (7-minute read)

If you’re a marketer or own a business, you’ve probably received an email (or many) with the promise of a targeted, opted-in, or verified email list that’s just a credit card transaction away. On the outset, it sounds good, right? After all, it’s an instant list of leads without all the work of actually getting anyone to come to your website and elect to subscribe to your emails. What could go wrong? Well, a lot, actually. In this researched, experience-backed article, IMPACT Director of Demand Generation Kristen Harold shares exactly why you shouldn't be buying email marketing lists in 2020, and what you can do to get better results faster through email marketing.

πŸ’¬ You asked, we answered

πŸ‘‰ "What are the best digital marketing training resources on the market today for me and my team?" (5-minute read)

The best digital marketers know that, in order to continue to deliver top results for themselves, their companies, or their agencies, they absolutely must always be learning. The digital marketing industry is one of the most exciting fields to work in because it's always changing β€” thanks to massive shifts in buying behavior, rapid technological advancements, and so on. But what are the best ways for marketing pros to always be leveling-up their skill sets and keeping pace with the latest strategies? In this rundown from IMPACT Director of Client Success David Little, discover the 10 best online digital marketing training resources you can start learning from right now.

πŸ’¬ You asked, we answered

πŸ‘‰ "Can you make the case of how producing high-quality business videos isn't going to blow our marketing budget?" (4-minute read)

Is your new year’s resolution to create more video content for your business? OK, how about to increase revenue? Generate more leads? Connect with more prospects and engender more trust for your sales team? Well then, creating more video should be your new year’s resolution. We say this because we've seen time and again that video is often the edge between companies that see remarkable inbound results and those that don't. In this candid, number-crunching overview from IMPACT Digital Marketing & Sales Advisor Marc Amigone, learn how cost effective it is to create 100+ revenue-generating, high-quality business videos under your own roof.

πŸ’¬ You asked, we answered

πŸ”₯ "How do we get started with inbound right now, without having to commit to an agency that may not be the right fit for us in the long run?" (find out)

You’re looking for an inbound marketing agency to help bring your business to another level. All too often, however, the sales process goes too fast. And it doesn't take long for you to realize your agency partner never made enough time to get to know your business or its true challenges in the first place, so as to help you achieve your most aggressive growth goals with inbound marketing.

Don’t get stuck in a long-term contract and then find out what your business really needs to be successful with inbound in the long-run. With IMPACT’s Fast Start Program, you can get your inbound marketing on the right path fast, while truly getting to know us as your agency partner, risk-free.

πŸ“…  Upcoming events

🎧 Latest shows and podcasts

πŸ‘‹ Work for IMPACT

Wouldn't you love to call me a teammate? Well, here's your chance. We're currently accepting applications for:

πŸ›οΈ Weekend nonsense

Yesterday, IMPACT Head of Editorial Ramona Sukhraj shared with me that a plastic bag ban recently went into effect in Thailand. In response, residents of Thailand are having a field day showing off "creative" ways to carry their groceries home... 

Screen Shot 2020-02-08 at 1.32.32 PM

I think the traffic cone is my favorite.

πŸ‘€ One last thing

We're creeping up on another big speaker announcement for Digital Sales & Marketing World 2020... 

who-could-it-be-now

Got any guesses? Reply to this email and, if you guess correctly, I'll send you a copy of Marcus Sheridan's second edition of They Ask, You Answer

Also, don't forget to follow DSMW on Facebook, Twitter, and Instagram to stay up-to-date on all of the latest announcements.

Have a great weekend! 

February 6, 2020

YouTube SEO mistakes that are costing you, how to pick blog topics that drive revenue, and Vidyard's new video selling certification ...this is THE LATEST!

πŸ”₯ Hot off the presses

🎬 Video is a win for both sales and marketing β€” but how do you actually start generating demand for your company with video? What are the most impactful videos you should be creating right now, and how do you create an in-house culture of video without blowing your budget? Join Marcus Sheridan and Vidyard's Tyler Lessard on February 26 for a free webinar that will show you how to generate more leads and sales with video.

Psst! We've got another exciting DSMW2020 announcement for you today β€” you'll find it at the very bottom of this email! 

Earlier today, a college student majoring in communications interviewed me about my role here as IMPACT's content director. 

It was a weird experience.

On the one hand, I felt awesomely authoritative and confident in what I was saying, as I (somehow) had a lot of well-formulated opinions and thoughts I could draw upon from my 15-year career.  

On the other hand, I felt very old because, at one point, it dawned on me that the girl interviewing me probably couldn't have picked Zach Morris out of a lineup.

To be clear, I am not knocking her age in the least, because she is incredibly bright and talented, and a joy to talk to; I was just keenly aware in that moment of the passage of time.

For example, I am no longer someone who considers 11:30 p.m. an acceptable time for a night out to begin, you know what I mean?

night-cheese-1

Live footage of me... on most evenings.

Anyway, I digress.

One of the questions she asked me was:

"What does good content look like?"

My answer to her came flying out of my mouth, fully formed, before I could even think about it:

"Oh, that's easy. It's laser-focused on solving a specific problem for a specific person or audience, and the author does so in a way that's honest, thorough, and memorable. That's really all there is to it."

Genuinely, that's the truth. Good content comes in all shapes and sizes. And storytellers of all kinds have their own flair, personality, tone, and voice. That's the way it should be.

But when I look at what the best of the best content always has in common, it's those attributes, plain and simple. And I'm not just talking about written content. These are the same hallmarks of great videos and outstanding podcasts.

Bottom line, you don't have to be Chaucer or Hemingway to be a rockstar, revenue-generating content creator.

You just have to be laser-focused, honest, thorough, and so utterly yourself that no one else could ever claim ownership of your work. 

I don't know who needed to hear that today, but I hope this little virtual pep talk helps out a few of you.

And now, here's THE LATEST...

πŸ‘‰ "What are the most common YouTube SEO mistakes we're likely making that's hurting our ability get found?" (7-minute read)

So, you’re looking at your business YouTube channel and it seems as though something isn’t really catching on. You know your content is valuable, but nobody seems to find it. Or, maybe some videos on your channel seem to do well, while others are a complete flop. β€œWhat am I doing wrong?” you’re thinking to yourself. Well as it turns out, many of the mistakes you might be making are pretty common. In this intervention of an article from IMPACT Director of Inbound Training and Video Strategy Zach Basner, you'll learn the most common mistakes you're making with your YouTube SEO and how to fix them

πŸ’¬ You asked, we answered

πŸ”₯ "How do we get started with inbound right now, without having to commit to an agency that may not be the right fit for us in the long run?" (find out)

You’re looking for an inbound marketing agency to help bring your business to another level. All too often, however, the sales process goes too fast. And it doesn't take long for you to realize your agency partner never made enough time to get to know your business or its true challenges in the first place, so as to help you achieve your most aggressive growth goals with inbound marketing.

Don’t get stuck in a long-term contract and then find out what your business really needs to be successful with inbound in the long-run. With IMPACT’s Fast Start Program, you can get your inbound marketing on the right path fast, while truly getting to know us as your agency partner, risk-free.

πŸ‘‰ THROWBACK THURSDAY: "How do we pick blog topics that will actually make money for our company?" (9-minute read)

Today, you can't build a digital marketing strategy that works without a solid blogging strategy. Without one in place, you won’t be able to attract the right kinds of visitors to your website. Unfortunately, many businesses have little clue as to what kinds of topics their audiences are searching for and getting value from. And because of this, their websites either bring in very little traffic or, at best, the wrong kind of traffic. In this eye-opening, actionable overview from IMPACT Lead Content Marketing Trainer Kevin Phillips, you'll discover how to pick blog topics for your strategy that not only drive traffic to your site but also bring in prospective customers every single time.

πŸ’¬ You asked, we answered

πŸ‘‰ "What do I need to know about Vidyard's video selling certification β€” is it really that valuable?" (2-minute read)

Video is no longer a β€œnice to have'' in business. In 2020, video is a β€œmust-have'' and, because of this, this likely isn’t the first time you’re hearing that video is influential in the sales process. Leading the pack on ensuring teams are completely up-to-speed on what they need to know about using video in their sales cycle, is Vidyard, which just announced the rollout of its new video selling certification program. In this article from IMPACT Director of Client Success Kate Fodera, get the inside scoop on Vidyard's new video selling certification and why we think you definitely need to look into it for yourself and your company.

πŸ’¬ You asked, we answered

πŸ“…  Upcoming events

🎧 Latest shows and podcasts

πŸ‘‹ Work for IMPACT

Wouldn't you love to call me a teammate? Well, here's your chance. We're currently accepting applications for:

πŸ‘€ One last thing

We're creeping up on another big speaker announcement for Digital Sales & Marketing World 2020... 

who-could-it-be-now

Got any guesses? Reply to this email and, if you guess correctly, I'll send you a copy of Marcus Sheridan's second edition of They Ask, You Answer

Also, don't forget to follow DSMW on Facebook, Twitter, and Instagram to stay up-to-date on all of the latest announcements.

Later, gators! 🐊

February 4, 2020

How poor UX exacerbated a tragic loss, you may never have heard of Jumpshot (but its shutdown is a big deal), and the 6 best SEO news sites you need to bookmark ...this is THE LATEST!

πŸ”₯ Hot off the presses

🎬 Video is a win for both sales and marketing β€” but how do you actually start generating demand for your company with video? What are the most impactful videos you should be creating right now, and how do you create an in-house culture of video without blowing your budget? Join Marcus Sheridan and Vidyard's Tyler Lessard on February 26 for a free webinar that will show you how to generate more leads and sales with video.

Does anyone else ever have the irresistible urge to put on a tightly-cinched Burberry trench coat and bright red lipstick, and then initiate a hostile corporate takeover whenever they hear the theme song to HBO's Succession?

No? Just me? OK, then.

Anyway, I don't want to belabor today's introduction to THE LATEST, because the first featured article is something I'm exceptionally proud of β€” not because I wrote it; I am not the author. And I want to preface it by sharing what I wrote in the editor's note you'll find at the top of it:

As the content director for IMPACT, I am proud of how we go out of our way to encourage radically honest and vulnerable storytelling from our contributors β€” both internal and external β€” as a means to humanize some of today's most pressing digital sales and marketing challenges for our audience.

This pieceis no exception to that, and we are humbled that one of our very own was willing to tell such a raw and personal story that we can all learn from. That being said, due to the sensitive nature of the contextualized subject matter discussed, we want to acknowledge that what follows may be difficult for some to read.

Should you have any questions, concerns, or feedback on this piece, please do not hesitate to contact me directly atlmoorehead@impactbnd.com.

The voices of our readers are just as important as the voices of our own, and my door is always open to you all.

And now, here's THE LATEST... 

πŸ‘‰ "How did poor UX exacerbate the tragic loss experienced by an IMPACTer, and what can we learn from it?" (12-minute read)

IMPACT Director of Client Success Dia Vavruska was hundreds of miles away from home when she found out she was pregnant. Although she and her husband, Mike, were excited, they listened to friends who said not to share the news until they were through the first trimester. Then, at their 12-week appointment, their world came to a screeching halt. They had lost their baby. As Dia put it, "My pregnancy was over and my world was shattered." Unfortunately, her pain did not end there. In this raw, emotional, and educational piece that is a must-read for every digital marketer, Dia explains how poor UX across multiple sites took what was already a tragic event and made it so much worse.

πŸ’¬ You asked, we answered

πŸ”₯ "How do we get started with inbound right now, without having to commit to an agency that may not be the right fit for us in the long run?" (find out)

You’re looking for an inbound marketing agency to help bring your business to another level. All too often, however, the sales process goes too fast. And it doesn't take long for you to realize your agency partner never made enough time to get to know your business or its true challenges in the first place, so as to help you achieve your most aggressive growth goals with inbound marketing.

Don’t get stuck in a long-term contract and then find out what your business really needs to be successful with inbound in the long-run. With IMPACT’s Fast Start Program, you can get your inbound marketing on the right path fast, while truly getting to know us as your agency partner, risk-free.

πŸ‘‰ "We've never heard of Jumpshot, so why does every digital marketer need to know about what happened?" (3-minute read)

You haven't heard of Jumpshot but, last week, it was shutdown amid controversy surrounding user data privacy and allegations of selling user information. This is a big deal because Jumpshot supplied invaluable click and buyer journey data many of you have likely accessed through tools like Moz, SEMrush, and more β€” and folks like Sparktoro co-founder and Moz founder Rand Fishkin (who called the move "wrong") are not happy. In this article from IMPACT VP of Marketing Vin Gaeta, you'll learn everything you need to know about the Jumpshot shutdown (including expert analysis), and what the future looks like for digital marketers without one of the most powerful sources of how people truly use the web.

πŸ’¬ You asked, we answered

πŸ‘‰ "I don't have time to browse 18 different websites; what are the top SEO news sites I need to be reading?" (2-minute read)

How do I stay up-to-date on the latest Google, Bing, and Yahoo! slight against me and my fellow marketers? Well, in addition bugging IMPACT technical SEO partner and Narrative SEO founder) Franco Valentino, there are a handful of specific websites I have bookmarked in my Feedly account, so I am never out of the loop on SEO news. So, let's keep this simple, shall we? Here are the six best SEO news sites you need to have bookmarked, so you are the first to know the next time Google tries to make your life harder with a new update.

πŸ’¬ You asked, we answered

πŸ“…  Upcoming events

🎧 Latest shows and podcasts

πŸ‘‹ Work for IMPACT

Wouldn't you love to call me a teammate? Well, here's your chance. We're currently accepting applications for:

πŸ”Ž One last thing

Did you miss last week's big announcement? We unveiled the agenda for Digital Sales & Marketing World 2020, and it's pretty spectacular:

Screen Shot 2020-01-30 at 11.11.55 AM

Check it out, y'all!

Ta-ta for now!

February 1, 2020

11 things every B2B marketing strategy must include, 8 ways to make writing content a lot easier, and Google to reassess latest update after social media backlash ...this is THE LATEST!

πŸ”₯ Hot off the presses

🎬 Video is a win for both sales and marketing β€” but how do you actually start generating demand for your company with video? What are the most impactful videos you should be creating right now, and how do you create an in-house culture of video without blowing your budget? Join Marcus Sheridan and Vidyard's Tyler Lessard on February 26 for a free webinar that will show you how to generate more leads and sales with video.

The timeless business philosophy of They Ask, You Answer is profound and transformational. It's also stunning in its divine simplicity.

Your ideal buyers have questions. Lots of 'em.

So, your job is to answer each and every one of them as thoroughly and honestly as possible through your content.

That's it. 

Now, thousands of companies around the globe are seeing results they never dreamed of, after embracing this new way of building trust and achieving growth in the digital age. And the internet is bursting at the seams with articles, videos, podcasts, and more addressing every question you could possibly imagine... or so I thought.

You see, it's been a trying few days here in Liz Moorehead Land, as I continue to prepare for my Great Move North in about four weeks. (Fun fact: Boxes do not pack themselves, and moving heavy furniture is just a hoot when you are single and have weak little T-rex arms.)

The consequence of my current perpetual state of "hi-jinx" is that (a) I am extremely frazzled, and (b) I have a lot of questions.

Questions that the internet, I have learned, cannot answer. 😑

They include, in no particular order:

  • To the person who invented the DMV, who hurt you?
  • Why is every single "c" in "Pacific Ocean" pronounced differently?
  • Which one of you jokers told my downstairs bathtub it was OK to start filling up with water on its own from the drain?
  • Are the dove and the pigeon a real-life example of that "Instagram vs reality" meme?
  • Why do I have eight different books about flower arranging when I am likely the most prolific houseplant serial killer operating today?
  • Is a hot dog a sandwich?
  • How do I function every single day as an adult in society when I sometimes forget how to do math, and I also definitely threw out an unused $75 Amazon gift card earlier this week?
  • Do you think Dwayne "The Rock" Johnson would agree to be my really cool uncle?
  • Where did this bruise on my knee come from?

Due to the very, very serious nature of my unanswered queries, I'm going to need a few of you to rework your current marketing plans, so you can perform a little "They Ask, You Answer" magic for me on these questions, OK? 

My sanity depends on it. 

πŸ‘‰ "What does our B2B marketing strategy need to include for us to hit our goals?" (11-minute read)

There is one question IMPACT Director of Inbound and Content Services Justine Timoteo gets asked more than any other by our clients β€” "What's the first step in creating a successful content marketing plan?" But, more than anyone, Justine knows that the success of any strategy hinges on much, much more than how strong your first step is. So, with that in mind, Justine wrote this comprehensive overview of the 11 essential pieces every B2B marketing plan needs to include β€” a must-read before you publish your next piece of content.

πŸ’¬ You asked, we answered

πŸ’” "No matter what we do, our sales and leadership teams simply won't buy-in to our digital marketing strategy β€” how do we fix this once and for all?" (find out)

Our transformative inbound culture workshop is designed to establish alignment and excitement across all of your teams for the direction you need to take with your digital sales and marketing. We’ve helped hundreds of companies in your exact position come together to eliminate barriers to buy-in and achieve astounding revenue growth β€” and it all began with our inbound culture workshop.

πŸ‘‰ "What are the best hacks to make writing content easier and less painful?" (2-minute read)

Do you ever sit down to write and just stare at the screen, impatiently waiting for the content to appear? All the ideas are right there in your head. Why are the words not appearing? As time passes through the day, your frustration begins to boil over and you have to find a way to disconnect because your head just isn’t there. Sound familiar? I think we have all been there. To help writers overcome these challenges, GrammarCheck compiled eight surprisingly simple tips that will make you a more efficient writer and visualized them into a helpful infographic featured at the bottom of this article

πŸ’¬ You asked, we answered

πŸ‘‰ "Wait, what the heck is happening with that latest Google update? Why are people so mad about it?" (2-minute read)

A couple of weeks ago, Google fully rolled out its updated look to ads and organic search on desktop searches. Google’s stated purpose with this change was to make the search experience better for its users, and to bring desktop search more in line with the updated mobile search display, which had already launched. Well, users didn't agree that these changes made the experience "better," so they took to social media to vent. In this quick read from IMPACT Developer Supervisor Melissa Smith, get the full skinny on exactly what changed with Google's update, why so many people hated the changes, and what's going to happen next... all in under two minutes.

πŸ’¬ You asked, we answered


πŸ“…  Upcoming events

🎧 Latest shows and podcasts

πŸ‘‹ Work for IMPACT

Wouldn't you love to call me a teammate? Well, here's your chance. We're currently accepting applications for:

😭 Weekend nonsense

In honor of seeing Star Wars: The Rise of Skywalker for a sixth time later today β€” you will not judge me β€” I'm throwing a hat-tip with this weekend's nonsense to everybody's favorite space drama queen, Kylo Ren... 

kylo-ren

πŸ”Ž One last thing

In case you missed it, we unveiled the agenda for Digital Sales & Marketing World 2020, and it's pretty spectacular:

Screen Shot 2020-01-30 at 11.11.55 AM

Check it out, y'all!

Have a great weekend!