Insights

You Don’t Have to Write About Marketing to Be a Marketer

The other day, I had an interesting conversation with a friend of mine who I first met via social media, but has become a close confidante and teacher.

We were talking about the various changes we’ve seen in the time we’ve known each other (close to 10 years now) and how these changes have impacted both our careers and the content we publish on our respective blogs.

While she continues to blog about marketing – but more slanted towards tech and how AI will impact business – I moved away from that a few years ago, to focus on more personal stuff.

I shared my thoughts on that decision in this post from April 2014, and I guess that’s culminated in the recent launch of my Turn Off the Overwhelm project.

As we talked, she asked whether I felt the move away from marketing-specific content had harmed me when it came to career choices, or “putting myself on the map more”.

After all, if I’m a marketer but I don’t blog about marketing, why would anyone hire me for a marketing role in their business?

While this wasn’t her point of view per se – she was simply asking as if from a hiring company viewpoint – it was a fair question, yet one I’ve never worried about.

Words, Like Clothes, Don’t Make the Person

One of the topics I consistently push back on is the “dress code argument”, where you can only be taken seriously in business if you dress for the part.

While I’m not advocating for cargo pants, tee, and sneakers for every job, to me it’s irrelevant what someone wears to do their job – the results come from the action(s) of that person, not their sartorial choice.

I’ve worked at some companies where the smartest dressed and – by association – smartest thinkers have been woefully underqualified, whereas the jeans and shirt wearer has brought home stellar results.

This isn’t the old boy and school tie network economy anymore. That died out a long time ago (except in some industries that seem destined to be stuck in the past).

Much like the presentation of an employee shouldn’t have a huge bearing on their ability to do the work, the words on a marketer’s blog shouldn’t dictate their ability to be a marketer.

I’ve been in marketing for over 20 years now, after gaining my marketing degree back in the UK.

During that time, I’ve been lucky enough to lead marketing initiatives for some of the most well-known B2C and B2B companies around, and privately consulted others on modernizing their marketing strategy and culture.

All this came from what I did for the company versus what I did for my blog. Not once in that time was I hired for writing something on my blog – while it may have helped in awareness of me, it meant squat when it came to the ability to do the job I was being scouted for.

Because, let’s face it, at the end of the day anyone can go Google strategy and tactics and use these results to publish something that makes them sound uber-smart.

Implementation and execution, though? Now that’s a different beast.

Marketing Isn’t Everything, But Everything is Marketing

And this is why, to my friend’s point, I don’t worry about my “prospects” when it comes to mot writing about marketing here on the blog.

My current role didn’t come as a result of the marketing content I was publishing here. If I was to leave that role at some point in the future, my next one wouldn’t be because of the marketing content I write here (probably because there is none these days!).

Instead, it’ll come from results I brought to my current role. It’ll come from references on past results at previous companies. And it’ll come because of the strategic ideas I share for the future of any new role and its place in the hiring company.

Marketing is a means to an end. It’s an important means, and you need to know your shit to be successful at it and bring the results you’re paid to bring.

But it’s just one facet of a far bigger picture.

The people stories that drive marketing, and the behaviours, interests, and intents of these people when it comes to services and products, are the dots that really start to connect everything.

Everything we do is marketing, whether we realize it or not.

The stories we share on our blogs. The behaviours we exhibit when sharing content, or consuming content. The simple act of what we stand for and what we fight against is us “marketing our preferences”.

All of these actions helps connect us with people that have the same outlook, or vision, or belief. Some of these people will be decision makers who want to bring our beliefs and viewpoints to their companies and help market it to their customers.

And none – or at least, very little – of that will come from blogging specifically about marketing.

Which, truth be told, is exactly how it should be.

Forget Being More Human, Just Be People

We?ve just come out of the mass production age. For a couple of centuries, we?ve been sold the idea of mass. Of normal.

Of process.

Not surprisingly it spilled over from factories into every part of our lives.

We were told to produce lots of “a thing”, then aggressively sell it, rather than make what people want.

Told to set strict parameters around tasks, jobs, and even careers ? you can do this (tick), arrive at 8, leave at 5, with money docked for being a minute late.

We were seen as imperfect cogs in a machine. To be thrown out and replaced if we didn?t fit.

See the mindset. See where it came from?

Now we?re in a different world.

One where things are made up, like ourselves, of lots of little building blocks which can be rearranged.

One where things scale, just as humans grow.

One where sharing and connecting is encouraged ? no more ?eyes front, listen to the teacher?.

We?re beginning to learn how to be people again. Lose the hierarchy, the regime, the rules.

But many of us are stuck. We fitted that square hole. We knew where we stood.

We could fit in and outcompete the people with different ideas.

Now the playing field has been tilted, the original thinkers will win.

The people people, not the machine people.

Bring it on.

The Evolution of a Blog and the Evolution of You

If you use the app Timehop, you’ll know that one of its cool strengths is how it reminds you of something you’d completely forgotten about from years gone by.

This could be an embarrassing haircut, a sweet moment with a child, or a recollection of a friend long since gone.

Inadvertently, it can also show you how you’ve evolved as a blogger, as I found out with a memory it shared with me today from six years ago.

This was my blog design from 2011. I think the reason Timehop shared it as a memory was that I’d just gone through a redesign, and shared a picture of it on Facebook.

When I saw this memory, it made me smile as I thought of how busy it looked compared to today’s iteration.

Ch…Ch…Ch…Changes

Back then, I was all about content around the topics of social media and marketing, and all the things that represented – personal branding, heavy on the social proof numbers, and multiple calls to action.

I guess that suited my goals at the time, but as I look back at it now, I cringe a little when I see how much focus I put on the social proof side of things (how many followers, subscribers, and shares I got).

It wasn’t long after that time that I started to lose interest in blogging about social media in particular, and trying to compete with the content mill approach?where everyone was going for the eyeballs with easy content and snappy soundbites.

This led to a big change in direction and publishing a post in 2014 that advised long-time readers they may want to unsubscribe. Which, as every blogging/content marketing guru will tell you, is the worst thing you can do. Yeah, right… 😉

Indeed, when I wrote that post, the feedback I got from it, both in the comments after the post and emails from non-commenters, showed that perhaps readers were getting sick of that kind of lazy content too.

Since then, the content here has continued to try and focus on more meaningful and personal stuff, and that’s often meant my well-known itchy finger syndrome coming to the fore when it comes to the design to present the content from.

So, from the impetus of that Timehop memory, I decided to take a trip down memory lane using the Internet Archive: Wayback Machine. And, man, have there been some changes… 🙂

The thing I notice the most is that since writing that post about taking a different direction, the design has complemented that goal.

Whereas before it was all about selling expertise, knowledge, books, etc, now it was all about content, you, the world, and making time for the important things in life.

The Evolution of You

When I shared the Timehop memory on a post over on Facebook, a few of my friends shared their take on how they’ve evolved, or are trying to.

From how they’ve gone a similar route of reflection and rethinking, to wondering whether to restart their blogging after a long hiatus.

And that’s the beauty of blogging. Much like in the decisions we make that change how we live our lives, blogging is a constant state of flux that grows as we do.

What we started out as many years before is now completely different from where we are today.

Things like our voice, our passion, even the things that make us tick – they all change as we do. It’s all part of the same evolution – the natural growth and change of perspective that we all experience.

The important thing is to recognize the need to change, and know that it’s okay.

You don’t need to toe the line, or compete with blogger X or podcaster Y. You don’t need to chase an audience that isn’t there, and never will be.

Instead, be passionate about what you create, be decisive in how that comes to the fore, and be open to the knowledge that what you create today may look very different to what you create tomorrow.

That’s how we keep our creativity alive – regardless of how many incarnations it takes to get there… 😉

The Ballad of Safe, Potential and Already There

There were three businessmen walking down a long and winding road. No-one knew how all three came to be on the road at the same time, but there they were.

Their names were Safe, Potential and Already There.

Safe (as his name suggests) was happy to be wherever there was room for him. He followed the coat tails of Potential and Already There and often stopped to admire the view, then run to catch up with his two friends later, out of breath and giddy just for being around others.

Potential was a strange one. He always seemed intense and was forever taking notes of his surroundings, and testing new directions out to see if there were other areas the road might lead. Safe wasn?t too keen on Potential ? he just seemed too erratic.

Already There didn?t care for either of his traveling colleagues ? he accepted that sometimes you have to put up with company, but that was a bearable annoyance when you knew where you were and now you were just enjoying the surroundings.

A Fellow Traveler

As they walked along the road, they came across another traveler, whose name turned out to be Innovation.

He looked tired and worn out, and as the three travelers approached Innovation, Already There took command (being the most senior). ?Hello, there ? you look troubled. What ails you??

Innovation looked at the three and replied, ?I?m tired. For many years, I?ve traveled various roads and met some amazing people. But now I feel my traveling is coming to an end, and it?s time for me to retire. The world is a different place from when I was in it a lot.?

The three travelers looked at Innovation, and each took a turn to answer.

Safe was first. ?It?s probably a good idea. I?m sure you?ve had some great adventures along the way, but from the looks of you, you wouldn?t last another day without dropping from exhaustion. Take your rest and be happy for what you?ve achieved.?

Already There spoke next. ?I don?t know why you?re upset. The world is a wonderful place when you sit back and enjoy it. I found my happy place a long time ago, and look how content I am. Come, let me show you my home and you can relax there and watch the world go by.?

Old is New

Potential was the last to speak. He looked at both Safe and Already There, then back to Innovation, and smiled. ?These two men speak wise words. The world is a wonderful place to sit back and enjoy. But how long would that last?

?Without new ideas, we?d soon become bored. Without challenges, we?d soon become lazy. Without breaking molds, everything would look the same. We?d be traveling on roads with people we are either leaving behind or about to overtake, as opposed to walking together on paths to ideas.

?I?m not sure where I?m headed; I know it won?t be a Safe journey and I sure as heck am nowhere near Already There when it comes to where I want to be. But then that?s probably why I?m called Potential,? he finished with a wink.

Innovation looked at all three and smiled a smile that lit up his face in a way that at least two of the three travelers wouldn?t have thought possible when they first saw him.

?Potential,? he said, ?you remind me of me when I was younger. You?re right ? Innovation isn?t Safe. Innovation isn?t accepting what?s Already There. Innovation is about taking the Safe and Already There and seeking its Potential for improvement. Maybe the world isn?t ready to see the end of Innovation just yet.?

And with that, he joined Potential and they continued walking and laughing, leaving Safe and Already There behind, shaking their heads and thinking there sure are some strange people in the world today.

Then again, isn?t everything strange until its Potential has been unlocked..?

This is a chapter from my Parables of Business ebook, helping businesses understand how old wisdom can help shape new mindsets.?You can learn more about the book, and grab your own copy,?here?for just $0.99.

The Focus of Needing to Be Focused

Since starting my blog back in 2008, it’s gone through many iterations, both in the style of presentation, and the theme of the content within.

It’s gone from having about a dozen or so categories, to only having one (which is the bigger picture of this thing called life and where we sit in it, personally and professionally).

It’s gone from having multiple sidebars to zero; from having affiliate ads and posts trying to sell something to zero ads and zero selling (at least, not the hard sell).

And it’s gone from using a socially-driven comment system like Livefyre to a more personal and thoughtful comment solution like Postmatic.

The reason for all of these changes is simple – to meet the goals I have, the focus has to be on the paths to get there.

My goal is to make my blog a destination for folks that prefer pure blogging, where a more personal experience is enjoyed, and the content isn’t driven by the desire for social proof and vacuous clicks (hence my decision to remove social sharing buttons from my blog).

To do that means the content has to be focused. Hence the stripped down look and feel of the blog, where the only thing in front of you are the words.

It’s a little worrying, if I’m honest – because now the content truly does have to stand on its own, as opposed to being supported by a nice flashy sidebar with a colourful sticker or two.

But it’s also a good exercise, as it makes you more aware of the words you’re putting down and the message you want to create.

It’s not too different from life, really, if you think about it.

Pulling Back the Covers on a Life Lived in Shadows

Oftentimes in life, when asked by people what others might think of us, we reply with something like,

I’m an open book. If you want to know me, just look at me or be around me for an hour or two.

While that’s an admirable – and mostly honest – statement, it’s not quite a true one. Think about it.

When you share something on Facebook, is it a picture/update of how awesome your kids/husband/wife are, or is it “Shouted at the kids, felt like a shitty parent for doing so, and don’t get me started on what my other half did yesterday!”?

When you upload a picture to Instagram, is it the first one you take or is it the 4oth attempt at getting a smile just right, a background just so, a pet just in the right contortion to be cute?

When you leave a comment on a blog, do you really say what you want to say, or is it a sanitized version of what you believe, because you don’t know the make-up of the other commenters?

These are just online examples. Offline, it’s the same.

How we present ourselves to our colleagues.
How we approach a social setting.
How we act in the privacy of our own homes versus how we behave under the gaze of the public.

We might think that’s a natural defense mechanism, but the truth of the matter is it’s anything but natural.

Instead of being the open book we say we are, we’re an edited version of the story we want to tell.

We do this because we tell ourselves this is how people will like us. This is how people will gravitate towards us. This is how people will become our friends.

And they might – for a while. Until the covers are pulled back, and the shadows of your real life are on display for everyone to see.

Some may stick around. Others may not. But the choice is no longer yours to make. Now the story decides which characters are left to take part.

The irony is, if we don’t live in the shadows to begin with, we’ll attract the people we truly deserve. The people who’ll be there when we need them.

The people we can truly call friends.

It’s not easy. You have to be focused, and brave, and ready to throw the covers back, even when it’s cold and dark outside.

But the reward and validation are worth it.

Try it sometime. You might just pleasantly surprise yourself.