The Misfit Advantage
"You're more powerful than you imagine. In our new connection economy, it's the misfit who has an advantage. The artist that we seek out, the maker of ruckuses.
What we need are your generosity, hubris and insight. The true voice that you've been hiding... the world is ready for it now."
Best Selling Author
Less is Better
"What's one thing marketers can do to supercharge how they approach content for marketing?
Supercharge your marketing by (ironically) doing less.
Why? "Well, less is more, Lucrezia: I am judged,” wrote poet Robert Browning a century and a half ago.
In modern marketing parlance (probably an idea Browning couldn’t fathom!), Less Is More means
you focus on creating less content that will have greater impact.
Content that has real value for your audience.
Content they will love.
And content that will sustain your organization,
and (importantly) that you can be proud of.
Sounds like too lofty a goal? Too high a bar? Not
in my view. (And that’s what I’ll be talking about
Chief Content Officer | MarketingProfs
1966 mustang convertible
- fire engine red
Co-Create to be Great
"When buyers are overwhelmed with information and distrustful of advertising, marketers can improve reach, trust and engagement by co-creating content with peers, experts and influencers. If you want content to be great, ask your brand’s community to participate!"
CEO | TopRank Marketing
"While every brand is facing the same challenge: where should we spend our time? Stop debating the platforms and which one is better (ex: Instagram vs. Snapchat) and start placing a higher emphasis on engaging your community, including prospective customers, on the platforms where they live through content that’s fun, creative, or educational. Storytelling is the new content marketing."
Head of Global Social Media | BMC Software
Clean Data = Smarter Insight
"When experimenting with new machine learning applications from technology vendors, make sure you have LOTS of good data (clean and comprehensive) or the machine output of analysis, content or recommendations may be of low confidence, or worse - wrong or inconsistent with your brand."
| IBM Watson Marketing
1963 Chevrolet Corvette Stingray
"Become a First-Person Marketer, someone who looks at a list of email addresses and sees people, with needs, interests, goals and attitudes, not just records in a database. They use email addresses to identify customers across channels and incorporate data to sharpen their targeting and messaging. The more marketers who do this, the better off we all will be."
VP Marketing Insights | Adestra
Human to Human Engagement
"Be proactive in your social listening and then engage with a purpose. Remember that you're a human writing to other humans - be real, be transparent, and take your time with one-on-one interactions. People don't want to hear from a lofty brand figurehead, they want to hear from a person. Be a person."
Content Specialist | 3M
Porsche 911 Carrera
- metallic grey
Optimize Experience with Authenticity
"Purpose and authenticity are the connective tissue between brands and customers. Create that connection by speaking with ideal customers face-to-face. Organize insights from conversations into their questions, feelings, and actions so you can fully optimize the customer experience."
Founder & CEO | Genuinely
Honda Element (For dogs and kids and shuttling back and forth to the cabin, I have not found its equal)
Audit Your Reputation
"To understand how your customers experience your products and brand online, run a search for your flagship products on all the social networks. If you don’t understand and like everything you see, you need to work on digital reputation management, starting with a detailed audit of the existing accounts."
Manager Social Media Business Communications | Thomson Reuters
Help Audiences Get Smarter
"Thought leadership is about solving, not selling. People wake up thinking about their problems, not your product. In our research, Thought Leadership Disrupted, only 28% of marketers cited helping their audience become more knowledgeable as a primary objective. True thought leaders don’t push product; they understand their audience and share ideas to help them tackle issues."
SVP, Global Managing Director, Marketing Solutions | The Economist Group
Decked out Jeep Rubicon
When Voice Replaces Touch
"Consider the future importance of Audio. When Voice replaces Touch as the way we communicate using screen-less connected devices, marketers will need new strategies to build their brands. Audio is the one medium which reaches consumers across any device, any time, to deliver true cross-platform messaging."
VP Sales | Pandora
Aston Martin - Vanquish
Supercharge Content Reach
"When content promotion is treated as an afterthought, it's like putting water in your gas tank. To supercharge content reach, take the time to create an amplification strategy that is creative, optimized and focused on the customer experience."
Director of Agency Marketing | TopRank Marketing
Focus on the Now of Search
"Be relevant in the moment! Use Google Analytics and Search Console to find the top pages driving non-brand, organic traffic and conversion. Improve engagement on page by adding or updating the content to focus on the now. Build internal links to those pages from new or existing content that supports that topic."
Digital Marketing Strategist | SEMRush
1963 Chevrolet Corvette Stingray Split-window Coupe in Sebring Silver with a 327 V8 (fuel-injected, 4-speed)
Design Sprint FTW
"Design thinking compels marketers to leverage the creativity of those around them. To make your next campaign truly innovative and deeply relevant, brainstorm—or better yet, do a "design sprint"—with colleagues in other departments that interact with your customers differently than you."
UX Lead | Salesforce Pardot
Tesla Model S
"Be human – influencers do not want to work with a brand that treats them like a commodity. Invest a bit of yourself and humanize your brand. This dedication and compassion will keep your influencers active, loyal, and engaged, even when the contract is complete."
Associate Marketing Manager | Schwinn Bicycles
Less is Better
Clean Data & AI
Human to Human
Voice vs. Touch
The Now of Search
Design Sprint FTW
To help you supercharge your marketing success, we've reached out to some of the most trusted voices in the digital marketing world for their advice. Companies like 3M, IBM, Pandora, BMC Software, Thomson Reuters, Schwinn, Adestra, TopRank Marketing, SEMrush and The Economist as well as experts like Seth Godin and Ann Handley have shared their advice in a variety of digital marketing disciplines
Are you ready to get supercharged?
The Team at
Good marketing programs involve strategy, goals, target audience, tactics and measurement. Great marketing programs often include a special ingredient to really supercharge the engine of leads and sales.
Hello Digital Marketers!
Thank you to the talented marketers that contributed to this collection of marketing quotes and insights. We hope these tips have provided some thoughtful direction about how you can win the digital marketing race.
Of course, if you want to upgrade your marketing from supercharged to turbocharged, check out TopRankBlog.com, the only blog ranked as the #1 content marketing blog three times by Content Marketing Institute.
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