A Spoonful of Marketing #1 – Marketing as an afterthought, vanity metrics and COVID-19

A Spoonful of Marketing #1 - Marketing as an afterthought, vanity metrics and COVID-19

Welcome to the first edition of A Spoonful of Marketing newsletter for those who want to get better at content marketing.

There are many things 2020 has taught me. For example, I learned that my boyfriend’s mechanical keyboard could double as war drums in a pinch. (Misophonia is real, yo.) From marketer’s point of view, 2020 taught me that many businesses I thought innovative and forward-thinking have no understanding of what marketing is.

It’s ridiculous. Marketing has been consistently underrated and underfunded in the biggest corporations yet they wonder why their one-off promotional offer is a flop. It is misunderstood at best and ignored at worst.

Think about it this way: COVID-19 was a resilience test. I have seen with my own eyes that the brands that thrived, were the ones that have embedded marketing in the fabric of their businesses.

In the first edition of my Spoonful of Marketing newsletter, I will share resources that will help you start using content marketing the way it should be. We are going back to basics.

The global pandemic is a content creator’s opportunity to improve. Don’t snooze. Grab your ☕☕☕ and let’s go!


Content Marketing Meets COVID-19

This section digs deeper into the reality of content marketing (and marketing strategy in general) when a crisis comes calling. COVID-19 was an unprecedented global emergency, which forced all of us to re-learn to ride a bike on the same bumpy terrain. What are the biggest learnings from COVID-19?

Customers’ benevolence won’t keep brands alive – we serve them, not the other way round

Meaningless COVID-19 Spam Emails From Normally-Respected Companies

Beware of Virtue Signaling or Outright Greed in Brand Communications About COVID-19

Inside B2B: How B2B brands are responding to ‘forced digital transformation’ [ Podcast ]

What comes after Zoom fatigue

COVID-19 Learnings

If there’s anything you take out of COVID-19 crisis, I hope it’s one of the following: 1) Build an agile content marketing strategy for long-term gains – not to deliver short-term vanity metrics. 2) Content production does not have to be expensive. 3) Great content marketing won’t save bad brand strategy.

New Guide by LinkedIn: Content Marketing in Times of Uncertainty

When It Comes to Social Media, Double Down on Engagement (And Forget Follower Counts)

Content Marketing During Coronavirus Pandemic – How Content Marketing Can Help You Serve Your Audience

In-house content creation set to increase in 2020

Zara models photograph themselves at home to promote the company’s new collection

Systems design and the front line – Seth Godin writes about customer service reps can improve your insights

Your customers aren’t interested in your COVID messaging anymore, what now?

Interbrand reports on how brands need to learn to be empathetic

Back to Content Marketing Basics

If you want to become a better content creator, learn the basics. Luckily, there are plenty of free online resources you can invest your time into. The effort WILL pay off. Side note: documentation and administrative processes are a must. When people were scrambling to reach their customers once lockdowns were announced, they forgot about the basics – where the passwords are, who does what, when to update the website. Don’t be that person.

The Ultimate Guide to Content Marketing in 2020

FREE Content Marketing Course + Certification from Hubspot

Hubspot’s comprehensive guide to navigating first 100 days in a marketing jobs will give you a step-by-step path to documenting your content marketing strategy

A Complete List of Your Essential Content Marketing Tools [ 2020 ]

Content Marketing Inspiration

Need some inspiration for your next content marketing move? Here we go!

A collection of COVID-19 ads from all over the world

Habits of control – how customers fared with the mental burden of global pandemic through new behaviours

Remember the MOOCs? After Near-Death, They’re Booming

What We’ve Learned From Reviewing 1,000+ COVID Innovations

Check out the 1,000+ COVID Innovations “Marketing” category!

2020 Interbrand’s Breakthrough Brands champion authenticity

Bold Pivots is a new trend briefing by Trend Watching that monitors brand actions and movements

I hope that you liked the first edition of ASoM. 

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