Pondering the Power of Disruption and Risk in Content Marketing [The Weekly Wrap]


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And that’s a wrap of the week ending Jan. 31, 2020

This week I keep in mind the disruptive affect of Clayton Christensen. I give my tackle a World Economic Forum report that names content material and advertising and marketing as the jobs of tomorrow. I discuss with Rebecca Geier about taking dangers and the significance of “just doing it” in content material advertising and marketing. And I share an article about an alternate approach to consider viewers personas.

Listen to the Weekly Wrap

Our theme this week is disruptive change. It’s like gravity, to paraphrase Clayton Christensen. You could hate it, however it doesn’t care. Let’s wrap it up.

One deep thought: The disruptive energy of inspiration (2:30)

Who shapes your concepts? We all have muses – folks encourage our creations. In Greek mythology, 9 muses gave artists and philosophers the obligatory inspiration. Calliope, the muse of epic poetry, is claimed to have impressed Homer to write down the Iliad and the Odyssey. I wish to suppose of Calliope as the muse of huge concepts.

This week, the poets and philosophers of enterprise artwork and science misplaced their Calliope: Clayton Christensen. The Harvard Business School professor was greatest identified for his 1997 guide, The Innovator’s Dilemma. But his concepts on innovation, product growth, and life in the fashionable world span a lot greater than enterprise pondering.

Poets of enterprise artwork and science misplaced their Calliope this week – Clayton Christensen, says @Robert_Rose by way of @cmicontent. #WeeklyWrap Click To Tweet

I discover the methods his pondering impressed me to pursue disruptive modifications over the previous 20 years and share my ideas on the most vital concepts from this inspiring man.

Once you’ve listened to this phase, discover Clayton’s pondering in these vital works:

A contemporary tackle content material advertising and marketing as a job of tomorrow (9:51)

An fascinating report got here out final week from the World Economic Forum (supported by information from LinkedIn) and it matches properly with our theme this week: Jobs of Tomorrow: Mapping Opportunity in the New Economy.

These jobs are in “urgent demand” worldwide. Over the subsequent three years, the report says, 37% of projected alternatives will likely be in the care financial system. That is smart as the inhabitants ages. Interestingly, the subsequent ones are:

  • Sales, advertising and marketing, and content material (17%)
  • Data and AI (16%)
  • Engineering and cloud computing (12%)
  • People and tradition (eight%)

17% of projected job alternatives will likely be in #gross sales, #advertising and marketing, #content material by way of @wef report. @cmicontent #WeeklyWrap Click To Tweet

I share my tackle the roles with the quickest progress and the information that content material advertising and marketing technique is one of the “most desired further learning” alternatives in the advertising and marketing and gross sales class.

HANDPICKED RELATED CONTENT:

This week’s individual making a distinction in content material: Rebecca Geier (13:38)

I’m an enormous fan of Rebecca Geier’s work. She’s acquired almost 30 years of enterprise management expertise with engineering corporations giant and small and was named one of the 10 most progressive entrepreneurs in America by The Wall Street Journal editors. Rebecca’s ardour is advising engineering executives to understand their imaginative and prescient. She’s additionally a proficient speaker on the subject of B2B content material advertising and marketing and is writing a university-level textbook on the subject.

Rebecca and I talked slightly about the Kansas City Chiefs’ upcoming Superbowl LIV look – and quite a bit about content material advertising and marketing as a disruptor in B2B advertising and marketing.

Here’s a peek at a bit of our dialog, in which Rebecca talks about the state of content material and communications right now:

Communication – work and private – is generally disappointing. It’s not performed properly. It requires an infinite quantity of effort and thought. One-to-one communication requires quite a bit of humility, and I feel all of these issues are uncomfortable for lots of folks. Companies are simply not pondering by means of how they’re speaking, and what they’re speaking, and who they’re speaking with.

Companies don’t suppose by means of what, how, and with whom they’re speaking, says @rebeccag by way of @cmicontent. #WeeklyWrap Click To Tweet

Listen in to our dialogue, then be taught extra about Rebecca:

HANDPICKED RELATED CONTENT: Brand Empathy: The One Critical Quality B2B Content Lacks [Video]

One content material advertising and marketing concept you should utilize (32:43)

This week, I spotlight one other submit I wrote as a result of it ties so properly to this week’s theme: An Alternative Approach to Developing Content Marketing Personas.

What’s totally different about this strategy to personas? Well, it’s based mostly on the jobs-to-be-done framework, which I discovered about because of Clayton Christensen.

Love for this week’s sponsor: ContentTECH Summit

I’ve one thing you may muse on. I’m speaking about ContentTECH Summit April 20 to 22 in San Diego.

We’ve acquired wonderful, audio system like Meg Walsh who runs content material companies at Hilton Hotels; Cleve Gibbon, chief expertise officer at Wunderman Thompson; and Wendy Richardson, senior vice chairman of international technical companies for MasterCard.

These brand-level people are prepared to show you the efficient use of expertise and higher processes that may assist your strategic efforts to create, handle, ship, and scale your enterprise content material and present your prospects with higher digital experiences.

And I’ve acquired a reduction for you. Just use the code ROSE100 and you’ll save $100 on registration.

Check out the agenda and register right now.

The wrap-up

Tune in subsequent week for extra inspirational diet. I’ll noodle on one thought that reminds you nothing is impastable. I’ll discuss a one-in-a-melon information merchandise that – let’s be frank – could have you saying, “hot dog!” And I’ll end up with one contemporary content material advertising and marketing tip that provides you the encourgemint you want. And it’s all delivered in rather less time than it takes to cringe at one other of your mates taking the Dolly Parton problem.

If you may have concepts for what you’d like to listen to extra of on our weekly play on phrases, tell us in the feedback. And in the event you love the present, we’d positive love so that you can assessment it or share it. Hashtag us up on Twitter: #WeeklyWrap.

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Cover picture by Joseph Kalinowski/Content Marketing Institute




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