To catch you up if you missed my post from last week, I’m off into a new career direction of consulting.

I was so overwhelmed with gratitude for all of the messages of support, and somewhat surprised to hear from many others that they struggle with similar “self-branding” issues.

In my last post I promised to share my process with you. I tried a number of different methods to refine my offering, and some worked better than others.

Here’s what I’ve got so far.

Method #1: Listen to Graduation Speeches and Drink Wine


[image via]

The way I felt last week reminded me of College Janet, who would sometimes get so overwhelmed with the amount of work she had that instead of starting it she’d nap and/or watch Boy Meets World re-runs.

I’m a sucker for a great motivational chat, and graduation speeches never cease to deliver.

I definitely sipped wine and listened to Conan O’Brien’s 2011 Dartmouth College graduation speech on repeat for a long time last Wednesday.

(The really good stuff starts at 14:00.)

We’re all friends here and I’m just putting this fact out there.

Method rating: 5/5. (This was clearly a productive use of time.)

Method #2: The Interests/Talents Matrix

I returned to a spreadsheet that I made a few months ago, which is a matrix of things I like to do, things I’m good at, things I’m still learning, things I don’t like to do but am good at, and how much I’d charge accordingly.

This is a helpful exercise. Between the changing nature of marketing and the economy, we all need to be proactive about our career paths. Knowing where your interests lie and what you are naturally good at will help you define your path.

That said, this exercise does tend to encourage you to think very tactically. A lot of tactics, like writing, are viewed as a commodity. Whether that is right or wrong is a conversation for another post. The fact of the matter is that I’d have to write a lot of blog posts to pay the rent.

Method rating: 3/5 stars

Method #3: Pricing a Janet

I thought through how I would package and price a Janet.

I found this article in Forbes from a few years ago which details how to price a pair of boat shoes. It included analysis like this:


I created a similar set of charts as the ones in the post, only instead of comparing boat shoes I compared myself to other marketing peeps.

By doing this, I discovered this marketing consultant scale of sorts; on the one side, marketing communications/brand strategy gurus and on the other side, technical user acquisition experts who eat MySQL for breakfast.

I fall somewhere in the middle – creative, but know how to take data into consideration and know how to use the “stuff” – Google Analytics, WordPress, Excel, HubSpot, Marketo etc. Instead of being self-conscious about not being either extreme, I’m trying to embrace this middle ground. It’s versatile.

Method rating: 3/5 stars

Method #4: Looking at Marketing Instead of Looking at Me

I still felt discouraged after all of this.

Self-reflection is an inward process focused on mistakes and achievements and experiences of the past. I found it difficult to directly apply those lessons to my future.

I also quickly grew bored of myself – thinking about myself and talking to myself.

So I scratched the spreadsheets and charts and doubt. I bought a coffee and went for a walk.  I thought outwardly. I thought about what startups get wrong about marketing – simply that – and now this week I am defining what I can do to help.

Here is some stuff that needs improving:

1) Lack of process around content creation.

Guest blogging programs, editorial calendars, data reports, getting non-marketers to contribute content, editing content, defining a brand voice…these are things that run through a content marketer’s mind at a startup.

Through trial and error people find a process that works for them. This discovery process can take a really really long time. Startups don’t have a long time to find what works.

Of course there are blog posts written about ideal processes for content marketing, but these don’t take into account the unique goals and politics of each company.

I wish I had someone coach me through the content process when I was just starting out. It would’ve saved me a ton of time and given me a lot more focus.

2) Too much focus on the top-of-the-funnel.

Startups – especially startups with young marketers – focus on top-of-the-funnel stuff like social media, blog posts, leads, and signups.

I can relate. Pageviews and RT’s are fun. It’s exciting to see your data report in TechCrunch. It feels like progress, and progress feels great.

It often isn’t until churn is an issue that startups consider creating content for other parts of the funnel. This content includes on-boarding instructions for new customers, product updates for current customers, sales collateral to help close opportunities, and retention nurturing. These things require more product knowledge, coordination of resources, and buy-in than cranking out “10 tips” posts. When under pressure, we tend to stick with what we know.

Startups need to plan through the whole customer lifecycle when they are planning content. LTV, potential evangelists, access to resources for additional top-of-the-funnel activity, and future investment depend on this.

Earlier in my career, I wish I had someone give me some real talk about the stuff I spent time on. I wish someone had opened my eyes to the other parts of the customer lifecyle that also needed my attention. It would have helped me prioritize.

3) Content is marketing.

Content shouldn’t sit in a silo.

It’s the currency for every other area of marketing – PR, paid acquisition, social media, product marketing etc. Without the blog, the intricacies of a product update would be awkwardly squished into a lengthy customer email. Without eBooks, there isn’t any content to syndicate for paid acquisition.

Content marketing shouldn’t just be some 24-year-old who “writes our blog” off in a corner. Teams need coaching on how to work together.

Method rating: 5/5 stars

In my next post I’m going to go into more detail about these things and how I see myself helping out with these things.

To get that post, subscribe here.

The Hardest Thing to Market: Me


No company’s marketing has moved me in the past few years quite the way that Chubbies has.

Chubbies makes short shorts for frat bros, and they are on a crusade to rid the world of cargo shorts one pair of gingham print “Danny Dukes” at a time.

The mission is concise and clear, and in a startup world full of “It’s this for that!” and 200-floor elevator pitches, I appreciate the focus. Maybe Chubbies wants to be this huge lifestyle brand one day. Maybe they have this big, broader vision in mind. It’s possible, in fact, probable, given what I know of founders so far. But that they were able to dodge the shiny objects and channel those dreams into a single focus is an accomplishment to be revered. [Read more...]

How to Get Better Feedback

A few months ago Kristin, Pam, Liz and I started Marketing on the Rocks – a new marketing blog. I’ve been writing there once a month, so you should follow along and read our posts! Below is a snack-size portion of my latest one. Read the complete post here.

Whether it’s just another quick set of eyes on a blog post or a deep conversation about your career direction, getting great advice can be really helpful. It can even be life-changing. At first blush, feedback may seem like something you take as it comes to you. But there are some things you can do to proactively get the help and advice you need to improve your work.

1) Distance Yourself From The Work

Taking ownership and responsibility is much different than taking everything to heart and associating your self-worth with your job. This is essential for startup employees in particular to understand. To join a startup, a certain level of passion or at least personal interest is necessary in order to choose a risky, fledgling business over stable corporate life. But to incorporate people’s feedback into the projects you do at that startup, you need to balance your heart with your head and take an objective approach. A mental distance between you and the work impacts how you ask for feedback and how you receive feedback. [Read more...]

Straight Talk for Susan Patton: Your Words Are Hateful and Destructive

Hi Susan,

Great writers are often avid readers. Since you are a writer, I was wondering if I could send you my copy of Half the Sky, a book I was lucky enough to read last summer.

This book moved me. It told stories of the billions of women in the world facing horrible oppression. Nope, I’m not talking about “leaning in” and still not getting the promotion you want because you’re a woman. [Read more...]

Career and Life Update, the Sequel

As you could tell from my last post, I was in a career transition mode in December. I’m excited to share that I officially joined One Mighty Roar to lead marketing for our Internet of Things platform, Robin.

One Mighty Roar began as a digital marketing agency. Through client work we developed a few different products. One of the products was technology for connected experiences, so now we are rolling those capabilities out into a spin-off Internet of Things platform called Robin. We launch this spring and you can sign up for our beta here, although I think the audience that reads this blog would be more interested in just learning about the Internet of Things and subscribing to our blog. [Read more...]

Career and Life Update

By now, the 12 of you who read this blog have heard about my next career steps. But just in case there is a 13th or 14th person who hasn’t been texted, emailed or joined me for coffee or wine over the past few weeks – here is your update.

I’m no longer at Localytics. I’m doing some marketing consulting right now as I re-energize, explore and figure out my next career steps. In particular, I’m excited to be working with the awesome people at One Mighty Roar on all things marketing. If your company needs help with content strategy, messaging or anything else (I’m well-rounded) – reach out! If I’m not a fit for a project I’ll try to introduce you to someone who is. [Read more...]

9 Tips for Managing a Website Redesign

At Localytics I managed a big company rebrand and website redesign. We launched this in conjunction with new pricing, a new UI and three big new features. (We were busy!) It’s been a few months since the site launched in August, and the time has helped me process the experience and consolidate my thoughts into some website redesign tips.

Ready? Okay.

1) Identify the Website Redesign Decision Makers

Many people will have opinions about a redesign. However, it’s not realistic to have an entire company chime in on every little decision. First, you need to narrow down the feedback team, identify the key representatives from each department and strategically involve those people in the right conversations. Second, to ensure the decision-making process goes as smoothly as possible, you need determine whose opinion and approval is nice to have and whose opinion and approval is a must-have. [Read more...]

Moving From a Small Startup to a Bigger Startup

Most of my few readers know by now that I’ve moved on to a new gig as the Content Marketing Manager at Localytics, an app analytics and marketing company.

At 40 people, this is a bigger company than Shareaholic was. I wanted to reflect a little on the experience of working at different sizes of companies, as I’ve now worked at 6-10 person, 40-person and 300-something person companies.

[Read more...]

Lean In: Content Marketing for a Product Launch

Over the past few weeks I’ve really enjoyed the increased conversation about women in the work place sparked by the launch of Sheryl Sandberg’s new book, Lean In. The conversation was enhanced by Marissa Mayer’s decision to ban working from home at Yahoo. I haven’t read the book yet, but I’ve been following all things Sheryl Sandberg for a while and I have heard the book taps into a lot of the themes of her popular TED talk, so I’m familiar with her points of view.

[Read more...]