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WEEKLY NEWS
2.2.24 WEEKLY NEWS 2.2.24 Ă‚ FEATURED [6 Easy Things You Can Do To Improve the Content Experience for Your Audience]( By Lisa Dougherty
What if you create such a good experience that readers don’t even realize it’s an “experience”? Here’s a helpful roundup of simple ways to improve yours. [Read more](  READ OR LISTEN TO [NEW!] THIS WEEK'S STORIES: [Don’t Hide — Mine Your Brand’s Flaws for Storytelling Gold]( by Robert Rose
Your brand strives for perfection, whether it’s the company’s public image, a seamless campaign message, or flawless email distribution. But your brand has flaws, and that’s a lesson every brand storyteller must learn. [The Advanced LinkedIn Ads Guide To Spending Less and Getting Better Results]( by AJ Wilcox
B2B marketers find LinkedIn a treasure trove of their desired audiences. But reaching them with paid ads doesn’t come cheap. A LinkedIn Ads expert shares his tips, tricks, and strategies, some of which disagree with LinkedIn’s advice. [The CMO Disappearance Doesn’t Mean What Everybody Thinks It Does]( by Content Marketing Institute Team
Big brands ax the CMO role. LinkedIn talks about fast-growing jobs. Are they just wrapping the same old jobs in fancier, buzzword-heavy titles? Learn what it all means for marketing and what you should do to grow in the profession. [ICYMI: Crack the LinkedIn Code With Advice From Marketers Who Did It]( by Ann Gynn
LinkedIn surpassed 1 billion users, throwing growth forecasts in a tailspin. Marketers are the benefactors if you know how to crack the code. Your peers share how they succeed on the most popular B2B social platform.  A NOTE FROM ROBERT ROSE Brands behaving badly Your brand is flawed. It doesn’t matter what your company does. The character of your brand is flawed. Elon Musk has arguably acted out to devalue X’s brand value intentionally. Bud Light’s flawed marketing campaign (and worse response) made headlines in 2023. Even innovative startup OpenAI created a brand issue after firing and re-hiring CEO and co-founder Sam Altman. Of course, brand character mistakes also happen in much less catastrophic ways. At least one email probably sits in your inbox from a company addressed to . Another is probably trying to sell you something you already purchased from the brand. As marketers, you hope to avoid these situations. But here’s the thing: Companies, organizations, and brands are made up of people. People make mistakes. Every one of your brands will falter at some point. A lesson for brand storytellers hides in these examples. Stephen R. Covey, author of 7 Habits of Highly Effective People, once wrote, “We judge ourselves by our motives and others by their behavior.” People continue making this fundamental attribution error when perceiving their actions vs. others’ actions. You usually know the intentions behind your actions, but guilt can make you double down when someone calls out your response. You know you worked hard on that email campaign for customer enablement. But when it goes out prematurely with a mistake, and you cynically get called out on social media, you react poorly, further inflaming the mistake. When things go wrong, you might blame the situation and remind yourself of your intentions. But your perception of other people’s — and other brands’ — behavior is different. You don’t know their intentions. Even if they express them, you may ignore them. You most likely interpret their behavior as a flaw. Recognizing this tendency toward judgmental responses provides an essential lesson for brand storytellers. Historically, brand messaging architectures were idealized, perfect, and unassailable — a passionate voice striking an ideal chord in an imperfect world. Your brand is the solution to all that ails. You develop reasons for that belief, a focus, and a value. You pay little or no attention to exposing weaknesses and flaws. But you should. Every great hero has flaws. It’s what makes their strengths and story so relatable. In [Rose-Colored Glasses]( this week, I explore the storytelling opportunities that come from embracing imperfections. [I’d love to hear about flaws you’ve turned into storytelling gold.]( In the meantime, remember: It’s your story. Tell it well (flaws and all). Robert Rose
Chief Strategy Advisor
Content Marketing Institute Robert Rose
Chief Strategy Advisor
Content Marketing Institute Would any of your colleagues or friends benefit from Robert's weekly updates? Please invite them to [subscribe]( here. SPONSORED CONTENT
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Content Marketing World Registration Now Open! This October 21-23, the CMWorld community is heading to beautiful San Diego for three days of learning, inspiration, and new connections. Content Marketing World brings together 150+ expert speakers and thousands of marketing professionals eager to swap ideas and immerse themselves in all things content marketing. Join us this year, and take advantage of the lowest rates by getting your registration pass today! [Learn more and register »]( Â
Apply Now for CMI's Mentorship Program Ready to invest in your professional success? Want to learn from others who have paved the path in content and are eager to share their knowledge? CMI’s Mentorship Program pairs content marketers in need of career guidance with leaders from the CMI community. As a mentee, you'll broaden your network and get one-on-one guidance from someone outside your organization who understands the content marketing landscape. Watch this video to hear from past participants about the value they've received – and then submit your application by March 1 for the 2024 program. [Watch the video and learn more »](  To change your email preferences or unsubscribe, visit our [subscription center.]( Copyright © 2024 Informa Connect, All rights reserved
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