November 19, 2021

How are you feeling?

Can I be honest? I’m spinning a bit. I’m in that emotional space where I look like this all the time --> 😵😳😵 and I’m unsure if I’m more likely to laugh, cry, or succumb to sleep. Why does the end of the year always move so fast and involve so much? 

Maybe you’re feeling it too? 

I wasn’t sure what I wanted to say this week. There is SO MUCH to talk about that my thoughts are pushing and shoving each other to determine what gets out first. When everything feels frantic and out of control, the best I can do is:

Stop. 

Breathe. 

Take stock. 

Making an effort to slow down and deliberately notice the interesting, helpful, or just plain joyful nuggets around me takes the edge off the stress and worry. Even better, it helps me pick out the lessons and bits of marketing inspiration I would have missed if I was left panicking inside my head. (We have to get out of our heads.)

Here’s a shortlist of what I’m grateful for this Friday before Thanksgiving. And yes, I’m starting with Taylor Swift. 

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The Content Marketing Prowess of Taylor

Last week, Taylor Swift released “Red (Taylor’s Version),” an expanded re-recording of her 2012 album. 

There’s a long story about why she’s re-recording her old music, but that’s a different topic for another newsletter, and I’ll spare you the details.

What’s been flat-out inspirational to watch is HOW she’s been doing it. She’s not simply re-recording her music and handing the album over to fans. She creates a highly-coordinated content palooza every time. 

This new album had: 

• 14 bonus songs
• New collaborations (Chris Stapleton is life)
• Multiple, limited-edition versions for CD and vinyl 
• A short film (playing to our curiosity and need for revenge)
• A Blake Lively-directed music video 
• Celebrity tie-ins (Sorry, Jake)
• Red scarves
• Easter eggs
• Heartbreak (IYKYK)
• And brands from Starbucks to Chips Ahoy! to Sour Patch Kids to Olive Garden lining up to get involved 

 Holy bagumba, right?

Lesson: It’s not just about the content. It’s about the content you create to promote the content and get it into the right hands. It’s the whole content pie! 

And it’s such an opportunity.

Many of us have signed on to create blogs, podcasts, webinars and committed ourselves to doing BIG things with content, but we can’t just do the thing. We have to promote the thing. And we do that with even more content--strategically created and expertly placed. Just like Taylor.

I bet there are some flagship content pieces already in your 2022 marketing plan. But what can you do to make it a content palooza of rich, connected experiences? What can you reuse and recycle, and what can be created new to complement?

Build the plan now.

A Challenge to BE BIG

I went to the movies last week. It was my first time post-pandemic. Eating overly-buttered popcorn with a group of strangers never felt so joyful. We were approaching the end of the movie, and you could feel the tension in the theater starting to build. It was the moment in every film when our intelligent and empathetic hero delivers a passionate speech to drive the plot home and signal, Wake Up, People, It’s Almost Over.   

And, friend, the speech was gooooood. 

Our hero, Emily, took her position and challenged the audience (in the film and the seats) to BE BIG and STAND OUT because it is the unique people who change the world and create an impact. Our differences are what make us interesting, and we can't be afraid of them. 

Yes, fine, I was watching Clifford the Big Red Dog, but, man, that speech resonated. 

Before you put the final stamp of approval on your 2022 marketing plan, step back and really look at it. 

Is it a bunch of minutiae neatly organized?

Or are there some real Big Brand Moments built-in for next year? Things you are insanely excited to tackle, and that will set you apart?

Where can you be a Clifford in a sea of average pups? Answering that and owning your brand makes this hecticness worth it. 

You still have time to bake in a Swift-like splash, and you might be surprised how energizing it feels. 

My Tool MVPs  

With things moving SO fast, I wanted to slow down and throw a quick-but-hearty thank you to some of the tools that routinely give me back my time, sanity and make it look like my fingers aren’t constantly tripping over themselves. 

The real MVPs of my day are:

Grammarly, for helping me sound more approachable.

Boomerang, for helping me write emails at 3 a.m. but not send them until regular human hours.

WordHippo, for helping me find more creative turns of phrase.

AnswerThePublic, for helping me discover what people are asking so I can  answer.

I don’t deserve you, but I salute you. 

It’s your turn. 

• What's helping you feel grateful this season?
• What exciting or wonky nuggets can you focus on to calm your insides and get you through this end-of-the-year rush? 
• Do you have any good recommendations for tools or other things saving your life?

Share.

We're all maxed on stress, but we'll make it through together.

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