The A-to-Z of Google Analytics for Content Marketers [Infographic]

What does Google Analytics (GA) have to do with infographics? Perhaps the most important thing to understand about infographics that are actually shareable is that the definition of “shareable” changes depending on the audience.

Not everyone likes the same content. People respond to different things in different ways. You need to take the time to truly know your audience; what they’re looking for and why they want it on an intimate level. Otherwise even the best infographics in the world won’t get you what you’re after.

Enter Google Analytics.

You need Google Analytics to understand an audience on that deep, organic level. It helps you discover the true insights beneath the surface. In many ways Google Analytics offers the best form of self improvement. It gives you accurate, insightful, and actionable information for reaching your audience the best possible way.


To know your visitors and why they respond to certain types of content—and avoid others—requires behavioral insight. Which pages are they visiting? What types of items do they spend the most time on? How do they arrive at your website? Where do they go once they’re there? What causes them to leave, and how long are they staying? These are all questions Google Analytics helps answer.

Action, Action, Action

The goal of all marketers can be summed up in one word: conversions. Simply put, is the content you’re creating compelling enough to prompt your visitors to take action? (Check out how to convert more visitors through lead value optimization.)

Whether that’s sharing content with their friends on social media or making a purchase doesn’t matter. What matters is if they’re motivated enough to take the next step you want them to take. Google Analytics gives you much of the reporting you need to measure activity against your site’s goals.


The idea of the sales funnel is familiar to all marketers. But not all know how Google Analytics can help you create these funnels.

Analytics allows you to set up a series of pages as goal posts. These allow you to see which processes a user is engaged in and how far along the process they made it. It’s a valuable tool for optimizing multi-step processes, with e-commerce checkout being just one example.

Finally, you can gain superior visibility over the funnel, and the end user’s experience of traveling across the funnel. (Learn how to Make Sales From Stories With a Content Conversion Funnel.)


We live in a mobile world. Increasing numbers of people use smartphones and tablets as their primary means of getting online. Worldwide, mobile Internet traffic has already overtaken desktop traffic as of November 2016.

With Google Analytics, you can see not just how many of your visitors are using mobile devices. You can see what types of mobile devices. And how those mobile device users are responding in their own unique ways.

These are just some of the benefits of Google Analytics:

The A-to-Z of Google Analytics for Content Marketers Infographic

The Content Marketer’s A-to-Z Guide to Google Analytics

This infographic was created with Visme for Orbit Media Studios. To create your own infographic, download the Beginner’s Guide to Creating Shareable Infographics. To better understand analytics, download The Comprehensive Guide to Content Marketing Analytics & Metrics eBook.

The post The A-to-Z of Google Analytics for Content Marketers [Infographic] appeared first on Curata Blog.

Why Do So Many People Recognize the Jay Baer Brand?

Why Do So Many People Recognize the Jay Baer Brand

Seth Price and I wrote (and designed) a book together. He and I just got our buddy Jay Baer online to talk about its topic: personal branding. ‘Twas a quickie and a fun little three-way interview.

See, in addition to releasing The Road to Recognition: The A-to-Z Guide to Personal Branding, we’re creating plethora of bonus content including a series of interviews with “Recognition Rock Stars,” like Jay (don’t call me Drew Carey) Baer.

After bantering about which celebrities Jay is accused of looking and sounding alike, the beauty of baldness, and a vulgar book title that sometimes appears when Seth does a search for his name, we got to talking about the history, and development of, a brand called Jay Baer.

You’ll enjoy it.

Highlights from the 24-minute interview are below.

A Fearless Speaker

Seth: I discovered you watching you speak. You command the stage and tell stories that relate to customer service and marketing in a way that I hadn’t seen before. How did that evolve? You just didn’t wake up one day and command the stage. You seem to have perfected the craft.

Jay: I appreciate that. Yes and no. My mom is an English teacher. My dad is very effusive. My aunt is a big-time corporate trainer. So I wasn’t raised in a house where people were shy about speaking, and I just always was okay with it—never scared.

As a sophomore in high school, I was the guy who was the MC of everything, like every pep assembly, every talent show. But once I started doing it professionally—and it wasn’t just sort of a hobby—and was like, “Yeah, this is actually a significant part of what I do,” then it’s just being smart about it, and practice, and practice, and practice.

I’ve got a tremendous number of great coaches who I work with all the time. But I will tell you where the big shift to me was. You mentioned storytelling. Probably five years ago or so, I was talking to a couple of coaches and they said, “You have lots of stories.” They’re like, “Why isn’t that story in one of your talks?” That was a huge kind of light bulb for me.

I just am working on a new talk right where it’s the same kind of thing. It’s actually more of a stand-up style approach. With most stand-ups, especially in modern comedy, it’s almost always self-referential and self-experiential. So I try to do that now more and more. In my speaking, it has actually really worked out, but it was very, very hard to do that for a long time.

10 Years of Heavy Networking

Barry: I’m going to quote The Visible Expert. I love this book from Hinge Marketing with research on how to accelerate your path to building a powerful personal brand. Lee Frederiksen and his team wrote about and quotes you:

“My network was built on chicken wings and Bud Light. There is no substitute for getting out there and working hard and meeting people.”

Talk to us about some of the lessons that you’ve learned with regard to networking.

Jay: I am deceptively youthful-looking, but an old man. So I started doing all this in the pre-internet days, or at least very, very early when nobody actually knew what the internet was. When I used to live in Phoenix, for years, I went to at least four networking events every week. So I would go to 200 a year. It got to the point when I knew everybody in Phoenix that I needed to know.

That wasn’t because I had a personal brand, or a blog, or a podcast, or a video show, and I wasn’t even doing any speaking then either. It was just that I had put so much time into it that you just kind of ended up hooking up—you just get wired into the town. That kind of work enabled my company at the time to be the number one online marketing strategy firm in the Southwest for about five to six years in a row.

People lose that idea now. It cracks me up when I hear people, typically younger people, who come up to me and say, “Boy, I know I really should be out there doing more in social media and creating more content and working on my personal brand, but it’s just too hard. It takes up too much time.”

I’m like, “Too much time?” All you’ve got to do is sit at your desk in your underpants and send some emails and type some tweets. Give me a break, man! Try having to go to Rotary and Lions and Kiwanis and the Moose Club every night for ten years.

Competitors are just collaborators that you haven’t gotten around to doing a deal with yet.
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H is for Helping

Seth: One of the things that you do really naturally—and we have a chapter on the book about it—“H is for Helping.” Barry and I experienced it because you wrote the foreword for our book.

Jay: Make sure you buy the book. It’s awesome. (Now available in hard cover and Kindle on Amazon.)

You’re going to learn a lot. And buy a couple of copies. I guarantee, ten pages into it—actually probably just read the amazing foreword—you’re going to want to give that book to somebody else. So buy at least two.

The Road to Recognition book

Seth: The point that I was getting at is you and I were in this speaking group together, and you were amazingly generous, with your time, with your advice and encouragement. It seems to be part of your DNA. Talk to us about how that impacts your business.

Jay: Thank you. I think it is part of my DNA, and I’ve always operated like that going back 25 years. Here’s my operating principle, and I genuinely believe this. Maybe it’s corny, but I feel like everybody is competition, but nobody is competition. Competitors are just collaborators that you haven’t gotten around to doing a deal with yet.

So I’m always thinking about the long game. And one of the things that bothers me about business people and folks who are really struggling to achieve their personal branding vision is that they’re always looking at such a short-term horizon. It’s like, “Well, what am I going to do this month, or how is my business doing this quarter, or what do I want my personal brand to be by the end of the year?” And I’m like, “No, no, no. You’ve got to be thinking three, five, ten years down the road.”

A lot of the decisions I make today are not going to pay off for me for three, five, seven, ten years. And I’m totally okay with that. That’s just how I’ve always operated.

The Trick to Running a Successful Business

Barry: We have a chapter about targeting. We have a chapter about creating a unique selling proposition, whereby you sort of perfect your niche and your elevator speech. And then we have a chapter called “Y is the You Do List,” which is about making choices, the things that you do daily and quarterly and long-term, like you just talked about.

I’m quoting you from The Visible Expert, again, which you could call a book about personal branding. You say “Every year we look at we’ve done. We come up with a list of 15 percent of activities that didn’t get us ahead, and we stop doing them. The trick to running a successful business is to figure out what you’re uniquely qualified to do and then do only that.” I love that.

Jay: People have asked me in the past, “When did you know you made it, or how do you define success?” I get those kind of questions sometimes on entrepreneurship podcasts, and I always answer it the same way. I am there and have been for a while, because I define success thusly: I only spend time on things I want to spend time on—period.

We don’t take clients we don’t want to take. We don’t do projects we don’t want to do. I don’t do podcasts I don’t want to appear on. I decide 100 percent how I spend my time. To me, if you can get to that point, everything else is just gravy. Money is gravy.

One of the ways we have been able to do that as an organization at Convince & Convert is by being wise about who does what and how our resources are deployed. So one of the classic traps entrepreneurs make—and people who I think are interested in personal branding are entrepreneurs of their own success—whether you’re self-employed or not is irrelevant. If you’re interested in personal branding, you are starting a business, and that business is your own recognition. It is a company of your own design.

One of the traps is to say, “I have to do all the things. Because I’m really good at all the things, therefore I must do all the things.” What we do at Convince & Convert is every year we audit my time, and we try to take 15 percent of that time away and give it to somebody else on the team. What happens is that the number of things that I do get smaller, but I’m more concentrated on those things. The more you devote your time to those things, the better off you will be.

Look, I’m not embarrassed to admit, we have a community manager at Convince & Convert who does some of my social media. I mean she sends tweets under my name and does some other stuff under my name. I obviously know what’s going on generally speaking, but I’m not so foolish as to suggest that I have to type every single letter of every single tweet. I don’t have time for that. Nor am I uniquely qualified to do.

Seth: I think that’s one of the entrepreneur’s dilemmas—relinquishing control is the hardest thing.

Jay: That’s such a great point, Seth, and I couldn’t agree more. A lot of times you’re more scared, because you’re like, “If ain’t broke, don’t fix it.” Like, I’ve been a control freak forever. Why do you tell me to not be a control freak? Because the reason I’m successful was because I’m a control freak. It’s like, yeah, but at some point you start bumping up against your natural level.

Barry: Somebody asked me once, “Do you have an assistant?” And I said no, and they go, “That means you are an assistant.”

Jay: I love that.

We BS-ed a bit more after that. Watch.

Get a weekly dose of the trends and insights you need to keep you ON top, from the strategy team at Convince & Convert. Sign up for the Convince & Convert ON email newsletter.

Are Your Buyer Personas Ready to Take on the World?


Customers’ concerns vary, sometimes dramatically, across regions and cultures. Because these variations present business opportunities, you might expect global companies’ buyer personas to reflect those variations. In fact, many organizations miss this opportunity, applying one set of personas everywhere.

Even organizations that have regional or cultural personas may lack the insights they need to succeed across markets.  

Sometimes, even small differences between regional and cultural personas affect the bottom line, according to Cassio Politi. In his talk at 2016 Content Marketing World, he delivered a message for multinational brands:

Often, headquarters comes up with universal personas and tells everyone, ‘Go create content based on these personas.’ This approach may fail.

Cassio knows what works. The winner of the Digitalks’ Brazilian Content Marketer of the Year award in 2015, he wrote the first Portuguese book on content marketing. He also founded Tracto, a consultancy that develops content strategy for big brands, including U.S. companies with operations in South America and Central America – companies like Eli Lilly, Thomson Reuters, and Scup.

Cassio provided three examples of persona lessons his clients have learned the hard way. As you review them, consider what kind of opportunities your company might create by developing regional personas of your own.

Example 1: Tax-software users in Brazil

A Brazilian sales team for a global tax-software company worked with enterprise buyer personas and discovered that customers in their country had unique motivations. Like customers elsewhere, they wanted to be more productive using technology – the primary selling point in the company’s original strategy – but that wasn’t the main thing Brazilian customers were looking for in tax software.

As Cassio explains, Brazil has a complicated economy with over 300 tax changes every year. Brazilian buyers are concerned about complying with these frequent tax changes.


“Imagine a company like Coca-Cola or Visa. They’re everywhere. Suddenly a remote city far away in Amazonia makes a change in a tax detail. The company has to follow every tax change,” Cassio says. “That capability is what people are looking for in tax software for that region.”

If the U.S. strategy was applied in Brazil, it’s probably going to fail, Cassio says. In a case like this – where customer needs, pain points, and behaviors vary enough to affect the way a company should present its products or services – a regional buyer persona is needed.

Example 2: Dairy farmers in Colombia

A pharmaceutical company makes a product that when injected stimulates milk production in cows by an extra gallon every day. The company had two personas for dairy farmers. One persona runs a farm with thousands of cows, and one runs a farm with hundreds of cows. Both personas want their cows to produce as much milk as possible.

Eventually, the marketing manager noticed that the content strategy based on these two personas wasn’t working in Colombia. Upon further investigation, the company discovered that the Colombian government sets limits on milk production and farmers have to pour any excess down the drain. What Colombian farmers care about is keeping their costs down because it’s expensive to feed the animals in a country without much space to produce food for the cows. Discovering that local “particularity” (Cassio’s term) led the company to create a Colombia persona to guide the strategy for the content they distribute in that region.

Example 3: Dog owners in Colombia and Panama

The marketing team at Comfortis, which makes flea-control products for dogs, learned that the content it was creating for its global buyer persona was less effective in Colombia and Panama than elsewhere.

In Colombia and Panama, the global message, “We’re dog lovers, too! Buy our product,” wasn’t convincing people to buy. When the marketers looked more closely at Panama and Colombia, they discovered that owners often spend time with their dogs on farms or in the countryside. When they see a flea on their dog, they wonder if the dog also has ticks?

That question matters to them because, while fleas bother dogs, ticks can kill them.

Comfortis’ competitor, Bravecto, has a product that controls both fleas and ticks. To earn the business of customers in Colombia and Panama, where tick concerns are common, Comfortis needed to create more educational content.

Here’s how Cassio sums up the message needed in this region: “Don’t solve problems you don’t have. If you don’t find ticks with the fleas, don’t buy the competitor’s product that gets rid of fleas and ticks. It could be bad for the dog.”

Until Comfortis discovered it needed a content strategy built around a regional dog-owner persona, it was missing out on business opportunities in Colombia and Panama.


If buyers everywhere cared about the same things, you could get away with using the same personas everywhere. In this world, though, global companies must seize sales opportunities by better understanding regional and cultural variations and creating buyer personas that reflect business-critical differences.

How about you? What lessons has your company learned about the need for regional buyer personas? Please share your insights in a comment.

Sign up for our weekly Content Strategy for Marketers e-newsletter, which features exclusive stories and insights from CMI Chief Content Adviser Robert Rose. If you’re like many other marketers we meet, you’ll come to look forward to reading his thoughts every Saturday.

Cover image by Joseph Kalinowski/Content Marketing Institute

The post Are Your Buyer Personas Ready to Take on the World? appeared first on Content Marketing Institute.

Is There Such a Thing as Being Too Popular?

When it comes to influencer marketing, there’s a serious trade-off between audience size and reach. That’s where your brand can benefit from micro-influencers.


  • Instagram micro-influencers receive double the engagement of accounts with millions of followers.
  • Popchips saw major success leveraging micro-influencers for their northeast launch.
  • Influencer marketing is proving to be less about campaigns and more about building relationships.

Zontee: Is there such a thing as being too popular? When it comes to influencer marketing, there’s a trade off between audience size and reach, and that’s where companies can benefit from working with micro-influencers.

Hi, I’m Zontee Hou, senior strategist at Convince & Convert, and today I wanna talk to you about why micro-influencers can be a great way to build credibility and reach niche audiences for many brands. A recent article from Digiday highlighted a study that showed that organic reach for accounts on Instagram that are one to 10 million followers have 1.7 percent engagement rate, which is less than half of the engagement rate that is found for posts from accounts that are only one to 10,000 followers.

Now, on one hand that doesn’t seem so surprising, right? But it means that we can focus on working with many individual niche influencers who can then total to have more deep connection and deep reach with their audiences than just one single, large influencer. And for companies, this can be really beneficial because these are influencers who can speak more credibly to their specific niches, and they are more likely to be influencers who are engaging on a more frequent basis with their audience, and so there’s a high level of credibility.

And this level of credibility with these micro-influencers doesn’t have to exist just online. In fact, I’m reminded of a case study from the book Cooking Up a Business by Rachel Hofstetter in which she talks about the snack company Popchips. Well, you might have seen Popchips products all over the place now, but back when they were rolling out, they focused on having a big micro-influencer outreach during their rollout into the northeast through New York City. And what they did was actually reach out to people across, not only media, but also arts and other influential spaces and send them just a killer snack box. And once they received that snack box and enjoyed it, there was also a card in there handwritten by somebody from their actual team that said, “Hey, you know, Jane, if you enjoyed the snack box, we’d love the names of three other people who you’d like to share this with, and we’ll send it on your behalf.” And so, it really allowed them to tap into the network effect of these micro-influencers, and reach, not only them, but other people. Because here’s the thing: It’s not just about reaching people with the biggest stage. It’s actually about reaching people who are going to be advocates for your brand over time, and winning them over.

And so, that brings me to my last fact about micro-influencers. A recent article in Adweek highlighted it in the best way, which was that they said we have a big blind spot when it comes to marketers and working with micro-influencers. We have a tendency of thinking about influencer marketing in terms of campaigns, but the truth is that we have to build relationships over time in order to get these people to talk about our products again and again and again, and to be those advocates who are gonna share and spread the word about our products.

So, that’s the takeaway that I’m gonna leave you with, and as always, we wanna hear from you. So, if your company has worked with micro-influencers, or is thinking about it, we’d love to hear about what you think are the main challenges. Leave a comment in our blog post, or shoot us a note, and I look forward to hearing from you. Thanks, and see you next week.

Are You Ready for the Future of Customer Service?

Are You Ready for the Future of Customer Service

I read an interesting fact the other day that 1.4 billion people around the world send over 50 billion messages each day to communicate with one another. Facebook’s What’sApp and Messenger have around one billion monthly active users each and WeChat around 900 million. I encourage you to stop for a moment and think about the enormity of these numbers. They are staggering, and they are going to continue to grow.

Messaging as a conversation and interaction interface has fundamentally shifted how we communicate with one another (when was the last time you called someone for a quick question?), and it is about to shift how people communicate with your company.

The format has taken off because it is inherently easy to use, is convenient, is contextual, and is expressive. Most importantly, it supports effortless customer service interactions. All one has to do is look for a brand’s name on a social network or messaging app and start communicating.

There are many conflicting definitions of messaging, but at Sparkcentral, we define messaging as text-based messages sent from social media channels such as Twitter, Facebook, and Instagram, from messaging apps such as Messenger, WeChat, and WhatsApp to those from mobile devices such as SMS and in-app. Think of it as a conversation format that can be maintained across all of these mediums.

JetBlue messaging

JetBlue uses Twitter’s Direct Message to message with customers regarding any service questions with humor and ease.

Messaging is primed to become the new standard in customer service.

Messaging is about to shift how people communicate with your company.
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Messaging Is Asynchronous

Think about how you message your friends and family. You send an iMessage, SMS, Facebook, or What’sApp message, and go about your other business. When your friend responds, you get a notification on your home screen or in the app. The same applies to communicating with brands. In fact, nine out of 10 people would prefer to message a business because doing so is convenient and does not interrupt their day. Traditional support channels like phone, email, and chat put the burden of work on the customer to call or email and often force them to wait to get help. With messaging, customers get notified of your response and can respond accordingly.

Messaging Provides a Threaded, Continuous Conversation History

Unlike most customer service interactions today, such as phone and live chat, which are based on sessions, conversations can continue where they last left off. This means that customers don’t have to repeat themselves every time they reach out to a company. Research has found that customer service interactions that make the customer repeat information, reach out multiple times, and generally add hassle factors to the process are four times more likely to drive customer disloyalty. With messaging, both the consumer and the brand have a history of past interactions, which makes follow-ups easier and more convenient, reducing the effort required to resolve the issue on both sides.

Companies that have adopted messaging as customer service channels achieve a 2.9 times greater annual increase in NPS compared to “All Others” (12.3 percent versus 4.3 percent). Additionally, research has found that employee engagement rates also increase as the format makes service agents jobs easier.

Messaging Is Quick, Convenient, and the Preferred Form of Communication

People lead increasingly busy lives, and being held hostage by the phone or live chat doesn’t help in the matter. Some issues take time to solve, and instead of having to sit and wait while the rep troubleshoots, the customer can just go about their business. Companies can message the customer when there is news or they need additional information, which saves time and money on both sides. With email, you have no way of knowing if your problem is being dealt with, and most live chat sessions expire if your attention is diverted to other issues, forcing you to start all over again.

Messaging Is Contextual, Supporting All Kinds of Media

Messaging as an interaction interface is built to support operational and transactional messages. Brands can send customers boarding passes, receipts, shipping notifications, and more via messaging apps and even more within their own apps. Customers can respond directly to those messages and get help without having to look up phone numbers and repeat themselves to another agent.

Many companies are also leveraging structured messages (think flight delay notifications, shipping confirmations, etc.) and chatbots over messaging apps such as Messenger in order to provide customers with pertinent information in one convenient place.

Messaging Is Expressive

GIFs, emoji, images, and video can all be leveraged in messages making it an entirely more expressive medium than phone, email, or chat. Many critics of digital servicing argue that text-based formats remove the human element from exchanges, yet messaging has been built to enable people to share emotions and express themselves in fundamentally new ways.

Emoji, in particular, have entered the mainstream with brands and people utilizing them to express humor, happiness, and even anger. Similarly, GIFs can be shared to express sarcasm and humor in a way that is often lacking on phone-based customer support. Customer service on messaging apps and interfaces works because it is a fundamentally familiar form of communication for most of the world’s population.

The Time to Get Started Is Now

To get started, I recommend that you begin by building your process and workflows to support digital care on the most commonly used social channels and messaging apps of today (Facebook, Twitter, Messenger, WeChat) and then moving from there towards owned (in-app, web) messaging channels. A recent report sponsored by Sparkcentral found that 41 percent of organizations surveyed currently use messaging as part of their channel mix for customer service conversations, and 15 percent of brands are considering adopting a messaging platform for customer service in the near future.

Get a weekly dose of the trends and insights you need to keep you ON top, from the strategy team at Convince & Convert. Sign up for the Convince & Convert ON email newsletter.

New Demographic Research Shows Who Really Listens to Podcasts

New Demographic Research Shows Who Really Listens to Podcasts

Edison Research has just about cornered the market on podcast research and podcast statistics, and their new report, The Podcast Consumer 2017, continues the trend with a deep-dive into the demographics of American podcast listeners.

In January and February of 2017, Edison surveyed 2,000 people ages 12 and older about their audio and social media habits.

I absolutely encourage you to grab the full report (no cost) here. Meanwhile, here are the findings I found most interesting.

60 Percent of Americans Are Familiar with the Term ‘Podcasting’

The Podcast Consumer 2017I could argue the impact of this finding both ways. On one hand, 60 percent of America is a LOT of people. Conversely, if podcasting is going to get to the next level of penetration and success, the fact that four in 10 people have never even heard of it is an obstacle.

40 Percent of Americans Have Listened to a Podcast

I believe this finding to be a good sign for podcasting, as it means that two-thirds of the people who have heard of podcasts (see above) have actually listened to a podcast. That strikes me as a modestly strong ratio of awareness-to-trial. By way of a totally unfair, straw man example, two-thirds of Americans have tried sushi, and I presume awareness of the concept of sushi hovers around 100 percent.

56 Percent of Podcast Listeners Are Men

Is it because they have more listening windows? Is it the topics of podcasts? The reason has yet to be discerned, but among the 67 million people who listen to at least one podcast per month, 56 percent identify as men.

84 Percent of Podcast Listeners Are Under Age 55

2017 podcast demographics - age

As I wrote about in “the 11 critical 2017 podcast statistics,” podcast listeners are younger than America as a whole, but the podcast community is no longer dominated by the young.

Recent Podcast Listening Growth Powered by 25 to 54 Year-olds

In the past year, monthly podcast listeners ages 25 to 54 increased 29 percent, with listenership among younger and older Americans staying essentially flat. This may be driven by an expansion in listening devices (in-car, Spotify, Amazon Echo and Google Home) and/or the explosion in podcast options.

45 Percent of Podcast Listeners Have a Household Income of $75,000 or More

Podcast listeners are a relatively affluent group. Compared to America as a whole, monthly podcast listeners are 29 percent more likely to have a HHI of $75,000 or more. Combined with the large ratio of podcast listeners in the coved 25 to 54 demographic, this is why advertisers are starting to seek out podcast sponsorship opportunities.

85 Percent of Podcast Listeners Have Attended College

Podcast listeners are also an educated group, as they are nearly 20 percent more likely to have attended college at some point, compared to the U.S. population as a whole. And among people who have secured a four-year college degree, the difference is even more striking, with podcast listeners 40 percent more likely to have done so.

Public Radio is a Major Engine of Podcast Consumption

This is perhaps not a surprise, as even a cursory glance at top podcast charts will show a wide variety of shows produced by public radio (This American Life, et al.). But the effect these podcasts have on the overall podcast listening community is really quite significant. In fact, among people who listen to public radio podcasts, 55 percent of them subscribe to one or more shows.

Podcast Listeners LOVE Social Media

Americans who listen to podcasts at least monthly use every social media platform more than non-listeners—in some cases, significantly so. For instance, 34 percent of Americans use Instagram, but 48 percent of podcast listeners do so. Twitter sees an even more pronounced effect, with 41 percent of podcast fans using the platform, compared to 23 percent of Americans at-large. Linkedin sees an almost identical pattern, at 39 percent versus 22 percent.

Also, podcast listeners are 23 percent more likely to use social media “several times per day” compared to American social media users who do not listen to podcasts.

Get your copy of the free report: The Podcast Consumer 2017

23 Quotes to Inspire Your Content Marketing and the Difference You Can Make


Are you feeling in a rut with your marketing? Or are you looking to be energized? I turn to these quotes – from inside and outside our industry – when I need an injection of inspiration. I share this compilation to help you think differently about your content, focus on doing less, prioritize the important, and give yourself space to create.

Think differently about the content you publish 

Do you ever have one of those days where you wonder why you are even in this business? Why are you spending time creating / writing / publishing? This quote from Jolie Miller, who was interviewed by Cameron Conaway in the April 2017 issue of CCO (page 39), revives me:

What I love about content is it has the power to change people’s lives for a second or for a day or forever. Great content creates space for people to pause and reflect, and that space is where transformation happens. – Jolie Miller

Andrea Fryrear shared a similar thought during her Agile marketing workshop at ICC:

Our job is not to create content. Our job is to change the world of the people who consume it. – Andrea Fryrear

Our job is not to create content. It is to change the world of the people who consume it, says @AndreaFryrear.
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This well-known quote from Maya Angelou is another one that often dances in my head. How can we impact how someone feels by what we publish? (Are you seeing a theme? None of this is about “likes,” shares and traffic.)

I’ve learned that people will forget what you said, people will forget what you did, but people will never forget how you made them feel. – Maya Angelou

I picked up this quote from Rachael Ray over the holidays in 2015 when my daughter was a bit obsessed with Food Network. While I can’t recall the original source, I do remember sharing it with our editorial team when we were doing annual planning. While we always talk about putting the reader first, I like the lens Rachael shares on that concept:

We want our viewers to be 100% successful. We want them to feel good about themselves. I don’t really care that they are impressed by me. I want them to be impressed with the dinner they made, the adventure they went on … that’s the main goal. – Racheal Ray

Replace laughing with traffic, “likes,” and shares in comedian Michael Jr.’s quote, and this is so applicable to us marketers:

If we sat there for two hours, and I didn’t deposit anything that could help you get any further, what is the point of that? If I make 7 million people laugh next year, and nobody was better as a result of it, then I need to go fill out an application somewhere. – Michael Jr.

Here’s another way to look at it from John Jantsch:

Your impact is measured not by what you do, but by what happens to other people when you do it. – John Jantsch

Impact is measured not by what you do, but by what happens to other people when you do it. @DuctTape
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So how do we get to this place where we can make people feel? This observation is one I come to time and time again. It’s from Clare McDermott’s interview with Andy Weir, author of The Martian, published in the February 2016 CCO issue:

I think marketers are very message-focused. They know what they want people to hear. They have to work backwards from there to figure out how to make that happen. What they should do is to find the thing that’s unique or interesting that captures people’s attention. Figure out what that thing is; don’t worry about the message right now. Just find the interesting part, and then figure out how to link that to the message. – Andy Weir

On the fence about whether your work is good enough? Think about this idea from Ann Handley:

When we create something, we think, ‘Will our customers thank us for this?’ I think it’s important for all of us to be thinking about whatever marketing we’re creating; is it really useful to our customers? Will they thank us for it? I think if you think of things through that lens, it just clarifies what you’re doing in such a simple, elegant way. – Ann Handley

Focus on less

Not only do you need to have goals, but you need to have the right goals. And not too many. I revisit this sentiment from  John Jantsch all the time:

As the founder of this very important life of yours, you must decide to do less, to do your most important things. – John Jantsch

I often refer to — and quote — this idea from Robert Rose:

When taking a content-first approach, our job as marketers is not to create more content … it’s to create the minimum amount of content with the maximum amount of results. — Robert Rose

Our job as marketers is to create the minimum amount of #content w/ the maximum amount of results. @robert_rose
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Joe Pulizzi often references this quote from Michael Porter that I can’t help but appreciate. If you want to do less, you need to have a strategy:

The essence of strategy is choosing what not to do. – Michael Porter

If you want to do less, you need to have a strategy, says @michelelinn
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I recently finished the memoir, It Was Me All Along, by Andie Mitchell. While the book focused on the author’s struggle with food, I think the same thing is true with much of the content we are producing:

Another plate wouldn’t have brought me any greater satisfaction, because contentment doesn’t double by the serving. – Andie Mitchell

Getting to this place of less – and more focus – requires that you put some of your ideas and projects to the side, which can be incredibly difficult. Jessica Abel coined the phrase idea debt, which is something I personally struggle with – and I know so many others who do as well:

Idea debt is when you spend too much time picturing what a project is going to be like, too much time thinking about how awesome it will be to have this thing done and in the world, too much time imagining how cool you will look, how in demand you’ll be, how much money you’ll make. And way too little time actually making the thing. – Jessica Abel

Idea debt is when you spend too much time picturing a project and too little time making it, says @jccabel.
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While this quote from Shonda Rhimes in her book Year of Yes is not about marketing, it certainly applies. In this age of constant publishing, if you feel apologetic for something you are sending out to the world … stop.

When you feel the need to apologize or explain who you are, it means the voice in your head is telling you the wrong story. Wipe the slate clean. And rewrite it. No fairy tales. – Shonda Rhimes

Do you want one last reason to think about doing less? This quote from James Altucher has me pause when I decide to look up random facts or do anything that distracts my attention:

I used to think that when I added stuff to my brain I’d get smarter. But this is not true. For instance, if I look up when Charlemagne was born I’d just add a fact to my head that I will forget tomorrow but will clutter my subconscious mind. This won’t make me smarter. Subtraction, and not addition, is what makes the window to the brain more clear, wipes away the smudges, and opens the drapes. – James Altucher

Subtraction of stuff, not addition, is what makes the window to the brain more clear, says @Jaltucher.
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Prioritize what’s most important

Related to doing less is prioritizing what’s most important.  One of my recent podcast discoveries is Ellevate Podcast: Conversations with Women Changing the Face of Business. While there are a ton of good insights in these conversations focused on the power of women helping women and networking, I recently scribbled this down from guest Sally Hubbard (episode 49).

I feel myself and so many people I know spend our days running, running, and rushing on the hamster wheel, but where you are going is not where you are meant to be going. It’s all a waste of time. We all tell ourselves we don’t have time, but what is more of a waste of time than killing yourself to get somewhere you don’t want to go? –Sally Hubbard

Killing yourself to get somewhere you don’t want to go is a waste of time, says @Sally_Hubbard.
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When I think I want to know more — or I am tempted by distraction — I try to remember this perspective from James Altucher: You know what we need more of? Less. Less information. Less noise. Less distraction. Fewer goals.

One idea that is constantly rolling around in my head is that the way many of us are working is flawed. We come from a place of “not enough” and “need to do more.” Rather, I truly believe that we need less, but need to “be more focused. This excerpt from Brené Brown in her book, Daring Greatly, resonates with me:

“One of my very favorite writers on scarcity is global activist and fund-raiser Lynne Twist. In her book The Soul of Money, she refers to scarcity as ‘the great lie.’ She writes: ‘For me, and for many of us, our first waking thought of the day is ‘I didn’t get enough sleep.’ The next one is ‘I don’t have enough time.’

“Whether true or not, that thought of not enough occurs to us automatically before we even think to question or examine it. We spend most of the hours and the days of our lives hearing, explaining, complaining, or worrying about what we don’t have enough of …

“Before we even sit up in bed, before our feet touch the floor, we’re already inadequate, already behind, already losing, already lacking something. And by the time we go to bed at night, our minds are racing with a litany of what we didn’t get, or didn’t get done, that day. We go to sleep burdened by those thoughts and wake up to that reverie of lack …

“This internal condition of scarcity, this mind-set of scarcity, lives at the very heart of our jealousies, our greed, our prejudice, and our arguments with life.” – Brené Brown

Give yourself space to be able to create

I really enjoyed Arianna Huffington’s book, Thrive, which focuses on how we can redefine success. This quote is one I think we can all relate to.

Linda Stone worked on emerging technologies at both Apple and Microsoft in the 1980s and ’90s. In 1997, she coined the term ‘continuous partial attention’ to describe the state of always being partly tuned into everything while never being completely tuned in to anything. Now it feels like a good three-word description of modern life. – Arianna Huffington

Is this how we want to work? (I don’t.)

I also learned so much from Deep Work by Cal Newport. This is just one of my favorite quotes that summarizes what so many of us experience – but let’s not be these people, OK?

“If you send and answer e-mails at all hours, if you schedule and attend meetings constantly, if you weigh in on instant message systems … within seconds when someone poses a new question, or if you roam your open office bouncing ideas off all whom you encounter – all of these behaviors make you seem busy in a public manner.

“If you’re using busyness as a proxy for productivity, then these behaviors can seem crucial for convincing yourself and others that you’re doing your job well.” – Cal Newport

How do we get to a better place – a place of space? Vishal Khanna recently shared some of his favorite quotes in his presentation at Intelligent Content Conference. One of the quotes he shared is from Gustave Flaubert. I adore the reminder that we need order so we can be creative:

Be regular and orderly in your life, so that you may be violent and original in your work.” – Gustave Flaubert

I also think the ability to be quiet is one of the most under-valued skills there is (and, yes, I say skill as I think it’s something that takes practice for most of us in this day and age). This quote from a recent article from Justin Talbot-Zorn and Leigh Marz is one I think about:

When we’re constantly fixated on the verbal agenda – what to say next, what to write next, what to tweet next – it’s tough to make room for truly different perspectives or radically new ideas. It’s hard to drop into deeper modes of listening and attention. And it’s in those deeper modes of attention that truly novel ideas are found. – Justin Talbot-Zorn and Leigh Marz

It’s in the deeper modes of attention that truly novel ideas are found, says @JustinZorn & @LeighMarz.
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And back to James Altucher:

Often, the successful mediocre entrepreneur should strive for excellence in ZERO-tasking. Do nothing. We always feel like we have to be ‘doing something’ or we (or, I should say “I”) feel ashamed. Sometimes it’s better to just be quiet, to not think of anything at all. A very successful, self-made businessman once told me, ‘Never underestimate the power of a long, protracted silence.’ Out of silence comes the greatest creativity. Not when we are rushing and panicking. – James Altucher

I’ll leave you with this reminder: When life gets to be too hectic, take a deep breath, exhale, and repeat. Or, as my 5-year-old daughter would say, “Smell the flowers, blow out the birthday candles.”

Are you a quote junkie like I am? Share your favorite quotes below.

And here’s a tip – one of my favorite ways to track my favorite ideas from books is to highlight them while reading on my Kindle. Your highlights then can easily be reviewed and copied. You also can easily add notes to help you search for ideas when you need inspiration.

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Cover image by Joseph Kalinowski/Content Marketing Institute

The post 23 Quotes to Inspire Your Content Marketing and the Difference You Can Make appeared first on Content Marketing Institute.