Content Marketing and Advertising: Be mindful of the ‘curse of knowledge’ (podcast episode #89)

How I Made it in Marketing

You know too much. You know too much.

No this isn’t dialogue from a spy movie, I mean in your role as a marketer. You know too much about your product or service or whatever you’re asking your customer to do.

And it makes it hard for you to see your advertising and your conversion funnel through the customer’s eyes.

Or as my next guest put it in her podcast guest application – Be mindful of the ‘curse of knowledge’ (which could itself be a good name for a mystery movie).

To hear the story behind that lesson, along with many more lesson-filled stories, I talked to Purna Virji, Principal Consultant of Content Solutions at LinkedIn (https://www.linkedin.com/), and author of the book ‘High-Impact Content Marketing.’ (https://www.koganpage.com/marketing-communications/high-impact-content-marketing-9781398608436)

LinkedIn recently crossed 1 billion users. LinkedIn is owned by Microsoft, which recently surpassed a $3 trillion market value. Virji functionally manages a cross-functional, global team of 16.

Stories (with lessons) about what she made in marketing

Here are some lessons from Virji that emerged in our discussion.

• Be mindful of the ‘curse of knowledge’
• Have a measurement plan in place *before* even creating content
• Focusing on inclusion is of absolute, critical importance
• The best performing marketing can come from aligning with Sales folks
• Make the case for resources on a project to get leadership buy in
• If someone sends the elevator down for you, then it is your responsibility to send that elevator back down and lift others

Discussed in this episode

MECLABS AI (https://meclabsai.com/) now has expert assistants – copywriter, project planner, marketing professor, social media pro, and email assistant. It’s totally FREE to use (for now).

Financial Services Marketing: Don’t fall for Wile E. Coyote marketing (podcast episode #57) (https://www.marketingsherpa.com/article/interview/financial)
MECLABS Institute (https://meclabs.com/)

How to Get Buy-in for Your Projects, Plans and Proposals From the First Pitch to Successful Completion (plus free template) (https://marketingexperiments.com/value-proposition/free-template-to-get-buy-in-for-your-projects)

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This podcast is not about marketing – it is about the marketer. It draws its inspiration from the Flint McGlaughlin quote, “The key to transformative marketing is a transformed marketer” from the Become a Marketer-Philosopher: Create and optimize high-converting webpages (https://meclabs.com/course/) free digital marketing course.

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