Marketing

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. (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. (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.

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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.

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Don’t Forget to Look At The Clock

A while back a friend sent me this post from Mark Suster – Some Sage Advice For Young Employees Early In Their Careers. The post has some great stuff in there, although in my opinion a lot of it is more applicable for folks in bigger companies and not startups. There was one particular piece of advice I would add for entry-level – middle management people at companies of all sizes:

Get really good at estimating how long tasks take you and have the confidence and organization to honestly communicate those timeframes. 

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Untargeted Content Marketing

I don’t often learn something in a blog post that really sticks with me, but Kinvey VP of Marketing Joe Chernov published a guest post on the Content Marketing Institute blog a while back that offered content marketers one very good question: “Do you have permission to publish this content?”

Joe writes:

“There is a funny storyline in NBC’s hit series, “30 Rock” in which Alec Baldwin’s character, the revenue-obsessed programming honcho for a Podunk cable network, decides the company should manufacture sofas. He implausibly argues it’s a natural fit for a television network to make furniture because viewers sit on furniture while watching TV.

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Cancer Has a Marketing Problem

I’ve been meaning to write this post all month, but I’m just doing it now. It’s September 27th (almost 28th). But, what the hell, here it goes.

September is Gynecological Cancer Awareness Month, which is the closest thing that commemorates or recognizes uterine cancer. This is something that came into my family’s life about a year ago when my mom got diagnosed.

As bad news would, we got the news a few days after I was told my startup was out of money and trying to get acquired, but there was no guarantee I’d have a job at the new company so the message was: “Prep your resume kiddo.” Typical, right?

So, startups. And cancer. Uterine fucking cancer.

Yoplait recognized it on their Facebook page, which made me feel really happy and included and represented.

Then I saw a whole bunch of people kind of hating on there — saying Yoplait should instead/also support this cause or that cause.

I get it. I really do. We all want to feel validated by our favorite brands. We hope they think of us.

There are a lot of organizations that support all cancers. That’s good stuff. I also believe there are good reasons to have separate marketing and communities for individual diseases. That’s why I want “other” cancer months — like October, which is Breast Cancer Month, for example — to get the attention they deserve.

Why? Well, honestly, because as a complete medical newb myself, I want to make sure the messaging is clear. Medical stuff is like science, which is kind of like math. Math? What? If it’s math and it can’t be done with an Excel sheet I’m all…

So spell it out for us. What are the exams we need? That’s why messaging needs to be specific. It has to be specific so it is effective and clear for the consumer — the medical newbs.

Here are a few ways specific months and specific marketing messaging helps.

First, people need to know about particular exams to ask for that can lead to early detection. Sometimes a certain cancer impacts a certain group of people.

Second, sometimes new research will show the contrary. The findings reveal that the cancer also impacts a group outside the typical demographic. That stuff is best communicated through an organization or “month” solely dedicated to that specific cancer.

Third, some cancers don’t have many symptoms, if any symptoms whatsoever. Uterine cancer certainly doesn’t. It isn’t until you have some seriously strange bleeding patterns and you pretty much have the fucking cancer that you find out you have the fucking cancer. 

So again, people need to know about what exams to ask for. That call to action is best communicated through targeted campaigns and organizations.

My mind clearly knows that everyone else having their own cancer months is a good thing.

But as I see everyone else’s cancer month about to get more attention and funding, this is how my heart feels: I feel left out.

I feel alienated and lonely. I feel pissed off. I feel confused and scared and alone.

It sounded crazy to me when I felt this way a year ago, but as I’ve mulled it over it doesn’t seem too far fetched after all.

Clearly, the funding, and therefore the attention and visibility is probably going to go to the diseases that are more well known and prevalent. But it still makes me feel bad that “my” stuff doesn’t get attention.

I wish I had a solution.

Power of the Pause: Maria Shriver’s Great Commencement Speech

I love me some Maria Shriver, and I think as a Communications graduate this was particularly special to me.

My favorite parts:

“But I ask you to do this because it will allow you to take a moment. It will allow you to stop, to look up, to look around, and to check in with yourself. It will allow you to spend a moment. I hope when you do that you will feel your strength and your vulnerability. I hope it will allow you to acknowledge your goodness and not to be afraid of it. I hope it will give you an opportunity to look at your darkness, and I hope you will work to understand it. It will give you the power to choose which one you want to put out into this world. Women, I hope you will look at your toughness and your softness, you can and should make room for both. This world needs both of those qualities. Men, I hope you find your gentleness and I hope you wrap it in your manliness. I hope you make room for both. The greatest men do.” (14:00)

“Courageous people are often very afraid, in fact, that’s why they need courage in the first place – in order to face their fears.” (18:40)

Enjoy!