VAMPIRESFour types of

draining yourmarketing

(and their wooden stakes)

THE CONTENT DRACULA

Content Dracula drains life out ofmarketers by shifting their content

creation focus to quantity over quality,exhausting them. Often the content result

is shallow and the shareability is low,leaving marketers tired and frustrated.

To beat Content Dracula and keep your content machine running strong, focus on quality over quantity. Seek first to understand - listen to your audience to understand what content will be valuable to them. Then, ease the stress of creating quality, shareable content by tapping into your influencers.

How to defeat Content Dracula

Quick and painless tips:

Share influencers' existing content in a roundupblog postAsk a simple question via Twitter, then sharetheir answers in a piece of contentReach out to influencers for guest and co-created content

DUCHESS OF THE SILO

Duchess of The Silo always attacks whenthe group is separated. She makes it hard

to break down walls betweendepartments. Communication is severed,business goals are misaligned, confusion

ensues, and departments across theorganization, especially marketing,

function less efficiently.

Marketing can take the lead in defeating the Duchess, breaking down the silos allowing the organization to function at full efficiency. Rally the team around marketing strategies - thanks to social media, marketers, sales managers, customer service reps, and partners are all brand ambassadors.

How to defeat DUCHESS OF THE SILO

Quick and painless tips:

Support sales as "micro-marketers" in social selling,influencer engagement and content creationExpand your community management efforts to help theexecutive team become influencersAllow your team to experiment with social media - beaccepting of possible failure, then learn and optimize

MADAME CYCLONE

Madame Cyclone keeps marketers in acyclical pattern, engaging with the same

group of influencers, only minimallyexpanding their audience. She scares

them away from their influentialdetractors, stunting growth and holding

back the potential for success.

Consider relationship vs impact. Nurture your influential evangelists, but then quickly move to engage influential detractors and those who don’t yet know about your brand to make the biggest impact.

How to defeat madame cyclone

Quick and painless tips:

Understand and respect detractors' viewpoints, don’tjust give them the company’s party lineIf you can’t get through to someone, find theirinfluence network - build awareness and positivebrand perception that wayDon’t just hide behind a corporate handle, engagewith detractors personally, too

Count ROI

Count ROI stresses everyone out abouthow to measure metrics and validate

social media strategy. With social mediabudgets expected to double by 2017,

marketers can fall victim to vanity metricsand measurements that provide no value

in capturing success and optimizingprograms.

Overcoming Count ROI is a topic abuzz. Instead of trying to capture everything or get trapped in vanity metrics, take time to figure out which metrics actually make sense given your goals. ROI can be shown when you define what matters and flush out the metrics that make sense.

How to defeat count roi

Quick and painless tips:

Define success metrics and measurement methodology at the onset of your programSet achievable goalsAs you measure, stay open to unexpected results that provide insights and can inform future initiatives

FOR MORE SCARY-GOOD RESOURCES

• Read more about engaging influential dectractors • Find out how to overcome the hurdles in adopting influencer marketing • Learn about creating executive influencer programs • Get our framework for an influencer and content strategy