Change is Inevitable... Growth is Optional
There is one certainty in life and in marketing - change. That change represents a tremendous opportunity for some and a tremendous disadvantage for others - all depending on how you approach it.
Think back to over ten years ago - most content was gated. TikTok didn’t exist. Instagram had just been acquired by FaceBook (now Meta) and you couldn’t even advertise on it. Chatbots were not a thing. Neither were reviews on G2. Neither were podcasts in B2B. I could go on and on. The tactics, playbooks, technology available and overall landscape is constantly changing in Marketing.
The playbook you are running this year will be filled with gaps in a year or two if it doesn’t evolve. This also means there will be tons of first mover advantages for marketers willing to try new channels, test and who are constantly learning. There in lies the opportunity.
On the flip side - the companies struggling with growth today are victims of this change, still running a playbook that was relevant two years ago. Refusing to evolve or push past the way things have always been done. Gating their products, putting up barriers in the buying process, not investing in building their brands organically through their teams and content, etc etc.
The winners over the next few years will be those who are making those bets now, pushing into new channels and tactics that aren’t yet saturated with every other marketer. So take a look at your strategies and ask yourself what camp you will be in over the next two years. It should be pretty obvious.
But for as much as things change, they also stay the same in marketing. Success with any new channels, technology still all rely on the core fundamentals of marketing. You need to understand people and their behaviors, storytelling and the principles of persuasion.
Here are a few great resources for you:
Learn every persuasion principle used on VeryGoodCopy.com to make it convert in the top 1% of all websites. Start reading instantly, for free, when you subscribe
Katelyn Bourgoin’s The Trigger Technique - It’s a simple strategy framework to turn real customer stories into smart marketing ideas that work
15 principles of (great) content marketing from Ryan Law
That’s all for this week! Hope you enjoyed.
Adam
PS - Going forward I’ll only be using pictures I take for this and sharing out the story behind each one on Twitter. Be sure to follow along there.
PPS - Be sure to join the waitlist for this week’s sponsor TestBox for your chance to win a $2,000 AirBNB gift card. 👇👇👇
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