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Author: Heidi Cohen
Focus on relevancy. When you are creating content and other marketing programs, focus on what is relevant and interesting for your audience.
Today’s buyers expect a higher level of personalization—they expect you, as the marketer, to know everything about them and to serve content that suits their needs. This is not a one and done process, as a marketer, make sure you are always testing your content and programs to determine that sweet spot.
What was the inspiration for your book?
Providing an easy, readable, and actionable guide for creating a cohesive, multi-channel lead generation strategy. There are lot of moving parts to lead generation and a lot of disconnected information out there. I wanted to create something that helped marketers of all skill levels think more strategically about multi-channel lead generation.
What is the key concept behind your book?
The key concept behind the book is creating a multi-channel lead generation program for your business—whether it is small or large. I was actually asked to write the book by Wiley, the publisher of the Dummies series. They were familiar with my content from Marketo and viewed Marketo as a thought leader in the area of lead generation.
What do you want readers to take away from your book?
I want them to understand that lead generation is both multi-channel and full-funnel. You need to think about lead generation as a holistic part of your entire marketing strategy, and not in isolation. I think that people reading my book will find that lead generation is easier to tackle than they thought if they follow the steps I outline.
How do you describe yourself professionally?
I am a content strategist that has lead Marketo’s content marketing strategy for the past 3 years. I am extremely passionate about educating marketers about content marketing and lead generation, and I am passionate about creating content.
What are 1-3 books that inspired your work/career?
- Content Rules, Ann Handley
- Made to Stick, Chip Heath and Dan Heath
- Crossing the Chasm, Geoffrey Moore
What is the biggest challenge that you’ve had to overcome in your life or career?
When I was 25, I packed up everything and moved to California from Connecticut for a change of scenery. I had no friends and barely any job prospects. I lucked out, met some great people (my husband included), and was able to move my way up professionally. I had a lot of interesting jobs, and finally found marketing to be my sweet spot—and content marketing in particular. I think that it has been my passion and drive that has helped me succeed and I am lucky to find myself in a fantastic position, at a great company, doing really exciting work.
What’s something unusual or fun that most people don’t know about you?
I’ll give you 2 things:
- I sang in a punk band when I was 16
- I ran a laser hair removal clinic in CA when I was 25
Is there a piece of content, a social media campaign or a marketing campaign that you worked on that you’re particularly proud of?
Here are a few: