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• Here is the best marketing advice from
100 global marketing experts
answering the question:
– What is your BEST piece of advice for
college graduates looking to get into
marketing, PR or social media?
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4. • Start building relationships now. Get on
Twitter and follow the people in your dream
job and the people working for them. Pay
attention to what they're talking about and
learn what matters. Eventually meet some of
them for a coffee with good, relevant
questions. Don't want until right when you
need a job to start getting involved in the
industry you care about.
• Megan Berry - Head of Community and
Social Product Rebel Mouse
Source: ©2014 Heidi Cohen’s Actionable Marketing Guide –http://HeidiCohen.com
5. • Button up that personal brand! Developing your
professional reputation is critical as you move
forward in your career, and there’s no better time
to start than right NOW! As a marketer, think of
yourself as the product or service you wish to sell,
and then do the job you were meant to do. Think
hard about what sets you apart and then don’t be
afraid to focus on that. Putting yourself out there
in your own unique way will help you stand out
and attract the position that fits you best — and
that’s what it’s all about!
• Paul Biedermann - re:DESIGN
• Bragging rights: Managing Partner and Editor-in-
Chief of 12 Most, named one of the
Top 100 Influencers in Social Media.
Source: ©2014 Heidi Cohen’s Actionable Marketing Guide –http://HeidiCohen.com
6. • Learn how to write code.
• Matt Blumberg – CEO, ReturnPath
Source: ©2014 Heidi Cohen’s Actionable Marketing Guide –http://HeidiCohen.com
7. • I'd tell them to look and do this for a
cause they believe in rather than instantly
working for a big agency. They'd still learn
the skills they crave, but the work they'd be
doing would be for something they were
passionate about, rather than a different
client every few months that they might not
care one bit about.
• C.C. Chapman - Author & Explorer
• Bragging Rights: Author of Content Rules
and Amazing Things Will Happen.
Source: ©2014 Heidi Cohen’s Actionable Marketing Guide –http://HeidiCohen.com
8. • My best advice is to start a blog and build
relationships with relevant people in your industry.
You need to build your personal brand and creating
great content and networking with the right people will
help significantly.
• You develop your personal brand over time so there's
no better time to start your blog than now. When you
want to build relationships with influential people
focus on how you can help them and you'll be very
successful.
• Ian Cleary – RazorSocial
• Bragging rights: Founder of Razorsocial, world-
leading resource for information on social media tools.
Source: ©2014 Heidi Cohen’s Actionable Marketing Guide – http://HeidiCohen.com
9. • Start a blog as soon as possible about the industry
that you would like to work in. You must also have
real passion for the field. Don't worry about the
technical stuff (Wordpress.com is fine) or the audience
(you are writing for yourself). If every week you review
the latest news and company examples in your
targeted industry, and write about them, then when
you get an interview, you will no longer sound like a
recent college grad, but someone who has been
immersed in the industry and has a point of view
about it.
• Jeffrey L. Cohen - Distinguished Lecturer, Ball State
University and SocialMediaB2B.com
• Bragging rights: Co-author of
The B2B Social Media Book.
Source: ©2014 Heidi Cohen’s Actionable Marketing Guide – http://HeidiCohen.com
10. • Take an inventory of your skills, talents, core values, and
passions and align them with your career goals. Drive your
career path by focusing on opportunities that are meaningful
and purposeful to you. Get out of your comfort zone and
expand your knowledge and skills in different areas of
marketing. Focus on acquiring valuable skills, creating value
and delivering quality. Read about your industry, network with
professionals and learn from their experiences. Last but not
least, strive for harmony in your life.
• Carlos A. Coriano – Founder, NovaVision Marketing LLC
• Bragging rights: Adjunct Professor at the School of
Management of the Polytechnic University of Puerto Rico in
Orlando, FL. His research and publishing credits include
Mintel International Group and eReview of Tourism Research.
Source: ©2014 Heidi Cohen’s Actionable Marketing Guide – http://HeidiCohen.com
11. • Sharpen a skill for each half of your brain:
creative and technical. It could be music
and math, design and puzzles. Great
marketers are "middle-brained." The best are
analytical writers. Go broad and deep.
• Andy Crestodina - Orbit Media Studios, Inc.
• Bragging rights: Author of
Content Chemistry.
Source: ©2014 Heidi Cohen’s Actionable Marketing Guide – http://HeidiCohen.com
12. • Create tactics to talk about during interviews. Find a news
event and create awareness for a relevant cause using the
event as an example for why the cause is needed (example
#bringbackourgirls). Create a hashtag and drive traffic to that
cause repeatedly as the story develops, develop your voice.
See how many retweets, mentions and people use the
hashtag over time. Repeat.
• Engage in Guerrilla Networking. Signup for a continuing
education advertising class. While fulfilling the assignment
requirements and interacting with your classmates (who are
usually working professionals as well), gain the respect of the
facilitator through the quality of your thinking/contributions in
the class. Voilà, you now have an advisor/ potential employer
who is invested in your progress because they taught you.
• Douglas Quejuan Davis
Source: ©2014 Heidi Cohen’s Actionable Marketing Guide – http://HeidiCohen.com
13. • Start building relationships with
professionals in the career fields you
want to work in. You can meet
professionals in these industries by
spending time engaging in relevant
LinkedIn groups – or by attending industry
conferences. The more relationships you
build, the more opportunity you’ll have.
• Mike Delgado - Experian
Source: ©2014 Heidi Cohen’s Actionable Marketing Guide – http://HeidiCohen.com
14. • Because you are going into marketing, it is imperative
you demonstrate your ability to not only use the social
networks to connect with friends, but to the organizations
where you think you might like to work. Find the people
who work there and follow them, start conversations with
them, ask them questions, and learn what you can about the
culture. This will show your ability to start new relationships
via the social networks and will give you a leg up from the
competition who still sends cover letters and resumes (and it
happens all the time). If you’re a real go-getter, also keep a
blog. It can be a personal blog or it can be something you
use for your schoolwork. Demonstrate your ability to create
content, build community through the comments, and
encourage people to share it.
• Gini Dietrich - Arment Dietrich and Spin Sucks
• Bragging rights: Spin Sucks, the book, is here!
Source: ©2014 Heidi Cohen’s Actionable Marketing Guide – http://HeidiCohen.com
15. • We interview a lot of candidates in these areas,
and in short, we seek out the people who are
gonzo; and by that I mean more Hunter S.
Thompson than the Muppet! I mean someone
who eats, drinks, and sleeps the stuff; that is not
only an active participant, themselves, but is also
reading everything they can find. They’re not
waiting to be taught, but are reaching into the
world and taking the knowledge they need.
• Ric Dragon – DragonSearch
• Bragging rights: Author of Social Marketology
Source: ©2014 Heidi Cohen’s Actionable Marketing Guide – http://HeidiCohen.com
16. • Learn how to write well. Whether you want to
get into social media or marketing analytics, you
need to be able to write down your ideas with
clarity, and concisely.
• Good writing makes your social media
presence look more professional. It makes your
CV more polished.
• A good writer stands out in the job market.
• Henneke Duistermaat - Enchanting Marketing
• Bragging rights: Irreverent copywriter and
marketer on a mission to stamp out
gobbledygook
Source: ©2014 Heidi Cohen’s Actionable Marketing Guide – http://HeidiCohen.com
17. • This is because I don't really have any advice specific to the
marketing/PR space. The best advice I ever received is two-
fold and universally relevant:
– On any job, be 100% present until you decide not to be.
You're happy, you're not happy, you might stay or you might
leave... being ambivalent becomes a self-fulfilling prophecy and
generates its own discontent. Be in the game every minute until
you decide not to play.
– No moment of anger or frustration is worth the negative
long-term impact it can have on your own marketability. If
you feel like firing off a nasty email or saying something really
negative - even when you are 100% in the right - say to
yourself, "If I still want to do this tomorrow, I will." (a) that gives
you permission to still have the feelings, which are often
legitimate, and (b) you will hardly ever want to react the same
way if you give yourself a 24-hour cooling-off period and you're
far more likely to do something more constructive.
• Stephanie Fierman - Global CMO, MediaCom Worldwide
Source: ©2014 Heidi Cohen’s Actionable Marketing Guide – http://HeidiCohen.com
18. • Build and present a personal brand that goes
beyond digital. Marketing agencies and brand
managers appreciate the digital-savviness of
Millennials; however, I look for those who
understand that technology is just a channel and
not full strategy. Write blog posts, record
podcasts, publish Google Hangouts, etc.
that showcase your understanding of the
underlying marketing principles that make social
marketing and digital campaigns work.
• Sam Fiorella - Sensei Marketing
• Bragging rights: Co-author of
Influence Marketing: How to Create, Manage, and
Measure Brand Influencers
Source: ©2014 Heidi Cohen’s Actionable Marketing Guide – http://HeidiCohen.com
19. • You need to show you had experience
that aligns with what you think you
want to do. A professional persona, a
dose of humble modesty (no, you will not
be the CEO in 6 months) and a healthy
sense of enthusiasm wins every time.
• Sue Geramian - SVP, Global Brand
Communications - MRM//McCann
Source: ©2014 Heidi Cohen’s Actionable Marketing Guide – http://HeidiCohen.com
20. • Professional networking is critical to
getting your "foot in the door" and future
success. Go beyond attending industry
events and join volunteer committees that
allow you to regularly interact with leaders in
your desired field of marketing.
• Chad Ghastin - The New York Times
• Bragging rights: Survived Professor
Cohen's rigorous finance course at NYU.
Source: ©2014 Heidi Cohen’s Actionable Marketing Guide – http://HeidiCohen.com
21. • Apply what you've learned in your
marketing/PR/Social Marketing education
to yourself. Turn yourself into a brand and
then market that to potential employers. This
will prove to employers that not only do you
have the education of how to do something,
you have the skills and knowledge to actually
apply these tactics successfully.
• Alan K'necht - Digital Always Media Inc.
• Bragging rights: Author of
The Last Original Idea - A Cynic's View to
Internet Marketing
Source: ©2014 Heidi Cohen’s Actionable Marketing Guide – http://HeidiCohen.com
22. • Don't treat your first job as a lifelong commitment.
Take a job where the learning curve will be steep, and
where there are people around you who are ready,
willing, and able to teach you. In other words, treat
your first job like it's a really intense one- or two-year
graduate school experience, except you're getting
paid to go to school. Then, be a sponge. Keep your
eyes and ears open. Be openly curious and ask good
questions. Work like crazy, and don't worry about
how little you're being paid -- this is "graduate
school," after all. Be willing to "swing and miss" a few
times. And then, figure out what you REALLY want to
do with the rest of your life.
• Michael Kolowich – KnowledgeVision
• Bragging rights: Former Emmy-winning TV News
Producer/Reporter (my first job out of college)
Source: ©2014 Heidi Cohen’s Actionable Marketing Guide – http://HeidiCohen.com
23. • To break into marketing/pr/social media I think
someone should be able to demonstrate the
needed skills, including the ability to curate from
vast sources of content, find/unravel unique
perspectives, express themselves/their beliefs via
written and visual content, have a sense of what
makes things good vs. bad in term of product
design and capabilities, and understand how
consumers think and what it takes to persuade
them. I would like to know what they read and how
they learn new things and how they resolve differing
opinions since there is so many in our world.
• Leslie Laredo, President -Laredo Group
• Bragging rights: Still in business after 18 years and
have trained over 70,000 media professionals!
Source: ©2014 Heidi Cohen’s Actionable Marketing Guide – http://HeidiCohen.com
24. • My recommendation is that you combine internships
(paid because most internships should be paid) with
working to help market nonprofits you care about. My
understanding is that nonprofits can accept marketing help
on a volunteer basis. Also it helps if you demonstrate your
passion for marketing by having a blog, and social media
presence specifically addressing the wonderful world of
marketing, advertising, PR and Social Media.
• Read the industry trade press, comment on it via the
personal blog and social media presence, you’ll learn and
also develop a reputation as a subject matter expert. HR
departments and executives will respect the work you put
into it.
• Kevin Lee CEO, Didit
• Bragging rights: Author of
Search Engine Advertising: Buying Your Way To The Top,
The Truth About Pay-Per-Click-Search, and The Eyes Have It.
Source: ©2014 Heidi Cohen’s Actionable Marketing Guide – http://HeidiCohen.com
25. • Network! There are so many fabulous
meetups now, and great ways to learn more
about your field of choice. Getting a job is
like getting married—the more people who
know you are on the market, the more you
will land the job of your dreams. Print up
cards with your name and your interests with
your contact information. But more
importantly, get those contacts’ cards, so
you can reach out and schedule
informational interviews.
• Ahava R. Leibtag - Aha Media Group, LLC
Source: ©2014 Heidi Cohen’s Actionable Marketing Guide – http://HeidiCohen.com
26. • Read, research, experiment and fail. I
had no marketing experience whatsoever
when I started. Reading and research set
an initial direction, but it was
experimenting and failing with side
projects that provided the greatest
lessons.
• Jon Loomer - JonLoomer.com
Source: ©2014 Heidi Cohen’s Actionable Marketing Guide – http://HeidiCohen.com
27. • My PROTIP for newbies is to pick a discipline
and go deep. The world hates a generalist (at
least at this stage of your career). When you are
ready to move into management and leadership,
then worry about going broad and learning about
other disciplines.
• Sean McGinnis - Sears Parts Direct and
312 Digital
• Bragging rights: The only actor with a law degree
running a marketing team for a Fortune 100
company (Is this actually true? Who cares, it
sounds AWESOME!)
Source: ©2014 Heidi Cohen’s Actionable Marketing Guide – http://HeidiCohen.com
28. • Be there for the team and take even the smallest
job or project seriously. Every job and every project
you have matters. Focus on doing the best you can
do at every opportunity. Focus on networking, earning
trust and obtaining powerful references. The better
you do at the small projects, the better and larger
projects you will be trusted with. I have seen many
people ruin their careers by holding out until the
perfect job, while the rest of us were gaining
experience and later hiring them to work for us.
• Pam Moore - Marketing Nutz
• Bragging rights: Forbes Top 10 Social Media Power
Influencer and Forbes Top 5 Social Media Women
29. • Due to the accelerated rate at which online
marketing and its many subsets change, mediocre
self-directed professional development simply
won't cut it. Many entering the workforce today will
share the same basic knowledge you will have. What
then will distinguish you? Adopt the 3x5x50 habit.
Resolve yourself to shoot for three hours of research,
betterment, or direct skill learning per day, five days
per week, fifty weeks of the year. In your car, while
you exercise, while mowing the grass, in bed,
whatever it takes. It's a habit that could add 750
hours of professional development time per year that
your peers won't have. Don't fear not doing three
hours per day, fear doing none.
• Kevin Mullett - Cirrus ABS and MarketSnare
• Bragging rights: I'm the marketing tools guy.
Source: ©2014 Heidi Cohen’s Actionable Marketing Guide – http://HeidiCohen.com
30. • Double major in sociology and math,
with a heavy emphasis on statistics.
The future will belong to those who can
straddle the hard quantitative data world
while retaining the empathy to understand
the world.
• Jim Nail - Principal Analyst, Forrester
Research
Source: ©2014 Heidi Cohen’s Actionable Marketing Guide – http://HeidiCohen.com
31. • Work for a company that you are
passionate about, can pay you and has
budget. Work hard to find a company that
has all three. Anyone can work for free but
will the company be committed to you if they
are not paying you? Marketing with no
budget is really hard especially if you are just
setting out. Marketing is always much more
fun if you truly believe in the product /
service.
• Murray Newlands - Influence People
• Bragging rights: Awarded an EB1 Visa and
green card as a famous writer.
Source: ©2014 Heidi Cohen’s Actionable Marketing Guide – http://HeidiCohen.com
32. • In marketing - and probably just about any
field of business - there is the skill you bring to
the table that sets you apart and the skills you
don't posses. Becoming a leader within any
organization requires not only refining your own
skill set, but being able to recognize the talents
you don't have in others. Be the best at what you
do, know what a master of the skills you don't
have looks like, and find ways to collaborate that
brings out the best in everyone's skill set.
• Jesse Noyes – Kapost
• Bragging rights: Senior Director of Content
Marketing
Source: ©2014 Heidi Cohen’s Actionable Marketing Guide – http://HeidiCohen.com
33. • My best piece of advice for college grads is to find
an entrepreneur who is building a business online
today to be your mentor (or if you're lucky, to hire
you). These are the folks who typically wear all the
hats and bare the responsibility for their own
marketing, social media, and PR. In my younger years
I worked some for my Dad who was and still is an
very successful entrepreneur. I learned more lessons
about growing a business from him than anyone in my
corporate career. Successful entrepreneurs know how
to market, sell, and grow a business in any
environment!
• Stephanie Sammons - Wired Advisor
• Bragging rights: Named by LinkedIn as a Top 25
Social Media Expert
Source: ©2014 Heidi Cohen’s Actionable Marketing Guide – http://HeidiCohen.com
34. • Don't think for a moment that a degree is
enough. Get some work experience through
internships, even if you have to do it for free.
It's a highly competitive job market and you
need to be able to SHOW people what you
can do. Also, take a couple statistics
classes. Marketing today is about math.
• Mark W. Schaefer - Schaefer Marketing
Solutions
• Bragging rights: Author of the world's best-
selling book on Twitter, The Tao of Twitter
Source: ©2014 Heidi Cohen’s Actionable Marketing Guide – http://HeidiCohen.com
35. • To quote an oldie but goodie ad slogan from
NIKE – “Just Do It”. They should be on social
media, writing, engaging and developing a point-
of-view what they are passionate about. This will
show the world and future employers what they
can do.
• Network, network, network: Meet people
through internships, professional associations and
industry meetings. Get out there and meet
people, find out what is going on, and don’t be
afraid to ask for an informational interview.
• Kathy Greenler Sexton - VP & General Manager,
Content & Information Services of Software &
Information Industry Association (SIIA)
Source: ©2014 Heidi Cohen’s Actionable Marketing Guide – http://HeidiCohen.com
36. • Stay humble, always be willing to do
the job no one wants, and never
underestimate the power of getting into
the office a half hour before everyone
else.
• Peter Shankman – ShankMinds
• Bragging rights: Founded and sold
HARO/Help a Reporter Out and best
selling author
Source: ©2014 Heidi Cohen’s Actionable Marketing Guide – http://HeidiCohen.com
37. 1. Digital, digital, digital!
2. Network: Ask people for advice and who else
you should talk to. Don’t ask them for a job.
3. Create a 30-second elevator speech in plain
English that says who you are, what makes you
distinctive, what you’re looking for, how you can
help an employer now. It should be easy to
remember and say and run no more than 60
words.
• Jim Siegel - HealthCare Chaplaincy Network
• Bragging rights: Executive Vice President for
Marketing & Communications
Source: ©2014 Heidi Cohen’s Actionable Marketing Guide – http://HeidiCohen.com
38. • This is quick and simple -- latch on to a mentor
who knows her way around the world, when
they invite you to guest post on their blog, do it(!),
and network at many/any of the #RockHot social
marketing conferences in the industry.
• A mentor, development of a personal brand, and
networking in person are still the keys to success
regardless of the era we're in. And, oh, BTW? I
AM that mentor! Positively willing to help a new
grad.
• Jayme Soulati - Soulati Media, Inc.
• Bragging rights: 4 years as professional blogger
Source: ©2014 Heidi Cohen’s Actionable Marketing Guide – http://HeidiCohen.com
39. • Realize that your ideal job may require
a while to attain. Take work that will help
you build a series of skills to prepare you
to win that dream job. It may take years,
but in the end, slow and thought out
always beats the quick that burn out.
• Mike Stelzner – CEO of Social Media
Examiner
Source: ©2014 Heidi Cohen’s Actionable Marketing Guide – http://HeidiCohen.com
40. • Don’t be averse to being a temporary worker in the marketing,
public affairs or social media division of a company. My first job
in public relations was as a temp worker at Pocket Books, a
division of Simon & Schuster. After six months as a temp in their
public relations department, they offered me a full time job. Given it
was publishing, I actually made more money as a temp than my full
time job.
• I receive dozens of inquiries a month from parents and new
graduates alike looking for me to hook them up with a job. A
better option is to develop self-reliance and figure out what you can
do for yourself. I did not have the fortune or misfortune of having
parents help me find a career. As such, I applied to a dozen
employment agencies and temporary agencies and went from job
to job. Until I found myself at Simon & Schuster, I had no real
interest in the work. Find your passion by fueling your own journey.
• Nancy Tamosaitis-Thompson - Vorticom
• Bragging rights: Founder of Vorticom in 2003, author of four books
including net.talk (ziff davis press, 2004)
Source: ©2014 Heidi Cohen’s Actionable Marketing Guide – http://HeidiCohen.com
41. 1. Be open to change – marketing, PR and social
media are not stagnant, they are evolving.
2. Look wider than your talents and skills to
other parts of the business you work with –
there is great learning from what others are doing
who are not in your ‘space’.
• Beth Temple - bethtemple4u llc
• Bragging rights: Led effort for a transformative
global platform for Credit Suisse that resulted in a
MIT/Sloan case study.
Source: ©2014 Heidi Cohen’s Actionable Marketing Guide – http://HeidiCohen.com
42. • Start by doing something on your own that achieves
success, and start by showing that you can build or
follow a process. These two fundamentals can go a long
way towards overcoming the objection of "You don't have
enough experience". Remember that someone who says that
is really saying, "I'm too busy to babysit you and bring you up
to speed, and it'll slow down my organization to try. I can hire
someone with more experience who can get me where I need
to go, faster." Today's marketing leaders have a lot of
pressure to perform - how will you help THEM hit THEIR
goals? Spend your time actually building some successes of
your own that demonstrate these points, even if it's working
on a pro bono project like a church newsletter or a coffee
shop social media campaign. Learn to speak and understand
business in business terms, and it'll go a long way towards
getting you in and to the top.
• Dana Todd-Chief Marketing Officer, Aftermath
• Bragging rights: Rang the bell at NASDAQ, co-founder of
SEMPO, and patent holder for news SEO software.
Source: ©2014 Heidi Cohen’s Actionable Marketing Guide – http://HeidiCohen.com
43. • My advice? Avoid Monster.com and other
similar sites like the plague. Your resume will go
into a huge black hole if you use them. Studies
show that 75% of all jobs still come via
connections, so ask your friends and family to
connect you with people they know in the
business. Also, at the end of every interview, ask,
“Do you know anyone else who might be
interested in seeing my resume?” That way, you
can keep the cycle of new job prospects going.
• Jamie Turner - 60 Second Communications
• Bragging rights: Co-Author of several books on
marketing and regular guest on CNN and HLN on
the topics of social and mobile marketing.
Source: ©2014 Heidi Cohen’s Actionable Marketing Guide – http://HeidiCohen.com
44. 1. Look for every opportunity available, cast a
wide net in your search
2. Focus in on the specific area that most
interests you (SEO, content marketing,
branding, social, etc)
3. Don’t be afraid to start as a non-paid intern. if
you are good, you'll get a job offer quickly
4. Bring your passion, ideas and energy and
make a mark!
• Jon Wuebben - Content Launch
• Bragging rights: Author of Content is Currency,
one of the leading books in the space.
Source: ©2014 Heidi Cohen’s Actionable Marketing Guide – http://HeidiCohen.com
45. Photo by Mukumbura - Creative Commons Attribution-ShareAlike License https://www.flickr.com/photos/11738433@N03
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46. • My recommendation for young professionals who are
interested in marketing, sales and PR is to start by finding
something you are truly passionate about. You have to ask
why you are doing what you are doing. And decide whether
the answer to that question maps to the things that motivate
you. More simply, the secret to getting ahead is aligning your
career mission, your passions and personal motivations with
a skill that businesses are looking for. Aside from that, just
show up with a good attitude, remember that little things
matter (like sending "thank you" and other follow-up emails!),
and try to learn as much as you can. I have found that the
people that get ahead are the ones that seek to grow by
learning from others and new challenges.
• Michael Brenner - Head of Strategy, Newscred
• Bragging rights: B2B Marketing Insider
Source: ©2014 Heidi Cohen’s Actionable Marketing Guide – http://HeidiCohen.com
47. • I have no advice for making a career in social media.
It's brand new and still not clear there is such a thing
as a social media career.
• Otherwise my advice is, be young, be broke, be
hungry, but work as closely as you can to the part
of the business you want in on. Decide where you
want to be in 8 years-- and it's ok to reach-- but
develop as clear a picture as possible of where you
want to be. Then make sure every step you take is in
that direction. Even if they're baby steps, that's fine.
• Also, call your mother often.
• Josh Chasin - Chief Research Officer - comScore
Source: ©2014 Heidi Cohen’s Actionable Marketing Guide – http://HeidiCohen.com
48. • Set life goals. Include everything, not just
your career. Your life is a canvas waiting for
you to act.
• Dream big and act small. Take the job you
can get.
• Don’t wait—start now!!
• Heidi Cohen – Actionable Marketing Guide
• Bragging rights: Lucky to have great
parents, a wonderful husband, and a fun job.
Source: ©2014 Heidi Cohen’s Actionable Marketing Guide – http://HeidiCohen.com
49. • Have confidence but don't be over-confident.
Confidence is knowing you've done everything to
prepare for: the job interview, day-to-day tasks, a
call with a client, etc. Over-confidence is thinking
you know more than the: interviewer, your co-
workers, the client, etc. Have an open mind and
treat every interaction as a learning opportunity.
Having confidence is saying "I didn't know that.
• Bill Flitter - dlvr.it
• Bragging rights: Founder of dlvr.it. Serial
entrepreneur. Green Bay Packer fan. Youth
basketball coach. Lover of organic food.
Source: ©2014 Heidi Cohen’s Actionable Marketing Guide – http://HeidiCohen.com
50. • Actually try to sell something using
social media channels. [Note: Danny’s
full answer is in this 54 second audio bite.]
• Danny Iny - Founder/CEO,
Firepole Marketing
• Bragging rights: Author of
Engagement From Scratch!
Source: ©2014 Heidi Cohen’s Actionable Marketing Guide – http://HeidiCohen.com
51. • Always be problem solving! Don't think
about how to be a "cool" marketer. Think
about how you can help. How you can
help the community, how you can add
value to those you interact with, and how
you can solve business challenges.
• Carrie Kerpen - Likeable
Source: ©2014 Heidi Cohen’s Actionable Marketing Guide – http://HeidiCohen.com
52. 1. Don’t do it!
2. Work through different functions in a large organization
to get a good grounding on reality first. Marketing at is
best is organized common sense.
3. Start your own business however small.
4. Don’t assume anyone is an expert in social media - they
aren’t, but some have a lot of experience to share.
5. Build your network - Go to events, try things out, think
about places you would like to have contacts and
connections, and build them.
6. Have confidence - Share your ideas, but don’t undersell
them!
7. Start from your own frame of reference and work out -
Many companies are trying to target youth and work with up
and coming talent, you know what its like.
• Liz Machtynger - Customer Essential
Source: ©2014 Heidi Cohen’s Actionable Marketing Guide – http://HeidiCohen.com
53. 1. Stay positive (or at the very least be constructive
when you hit difficult situations).
2. Take care of yourself (Sleep 8 hours a night and
work out).
3. Position yourself in growth industries.
4. Condition yourself to take a long view in
contrast to many new graduates who come
across as entitled in seeking instant gratification.
5. Don't be afraid to make mistakes, but don't
make the same mistake twice.
• Robert McCutcheon - Razorfish
Source: ©2014 Heidi Cohen’s Actionable Marketing Guide – http://HeidiCohen.com
54. • As Brené Brown says, get in the arena, ignore the
critics in the stand and "Dare Greatly!” Don’t put
imaginary obstacles in front of yourself (first I have to
take this class or get some experience before I can
write a blog, etc.). Nope! Just get out there and do it.
Fail forward, get constant feedback and learn quickly
so you can keep growing. Turn any Post Traumatic
Stress type situation into a Post Traumatic Growth
opportunity. Read everyday, smile often, be confident
& follow your bliss!
• Heather Meza - Cisco Systems, Inc. and
www.themarketingevolutionist.com (just started!)
• Bragging rights: Conversion Content Marketing
Coach, Long-time Mentor, Speaker, Self-proclaimed
Marketing Evolutionist/Freedom Fighter!
Source: ©2014 Heidi Cohen’s Actionable Marketing Guide – http://HeidiCohen.com
55. • Commit to a professional philosophy of
"kaizen", the need for continuous
improvement. The digital marketing industry is a
constantly changing and evolving arena and the
top professionals know that it is mandatory to be
learning, growing and asking great questions all
the time. Start your professional career as a life-
long student and you will not only become one of
the best, you will always be excited to be in
marketing.
• Pamela Muldoon - Next Stage Media Group
• Bragging rights: Host of Content Marketing 360
podcast
Source: ©2014 Heidi Cohen’s Actionable Marketing Guide – http://HeidiCohen.com
56. • Ignore the glamour of the field, at the
end of the day you're in a service
business. And to that end what you're
doing is no different than a bodega or a
top law firm — you're there to deliver
results while keeping the client happy.
• Michael Pinto - Very Memorable, Inc.
• Bragging rights: Designed the website
and games for Thomas & Friends on PBS.
Source: ©2014 Heidi Cohen’s Actionable Marketing Guide – http://HeidiCohen.com
57. • The number one most important thing to do as a recent
college grad seeking marketing/PR work is to tap into
your sense of purpose, and to make that purpose more
than simply "making money." By knowing your purpose,
you'll be better able to align yourself with employers that
share your purpose and your values. This will empower you
to create work (i.e. content) which, at the end of each day,
you will feel good about because your marketing efforts will
have been "purpose focused." Combining a sense of purpose
with a respect for the role of data-driven insight in aligning
content with audiences will make you a force to be reckoned
with, today and in the future.
• Russell Sparkman - FusionSpark Media
• Bragging rights: Florida-friendly Yards, a purpose focused
content marketing initiative for the Florida Department of
Environmental Protection that is still the highest Google
ranking site for the topic, 10 years after launch.
Source: ©2014 Heidi Cohen’s Actionable Marketing Guide – http://HeidiCohen.com
58. • Learn By Being Wrong. Don't intentionally try to
be wrong, but just accept that in life and in your
career you ARE going to be wrong and look at
each wrong as a learning situation rather than as
a failure. I've learned that I can change my life for
the better by being wrong, that I need to ask for
help so that I can bypass some mistakes, and
most importantly, that I don't always have to "win"
by being right.
• Hollis Thomases LinkedIn #IfIWere22
• Bragging rights:
Inc.com's Digital Entrepreneur Columnist,
ClickZ's Media Planning Strategies Columnist and
author of Twitter An Hour A Day.
Source: ©2014 Heidi Cohen’s Actionable Marketing Guide – http://HeidiCohen.com
59. • Never stop learning. No one knows
everything. Don’t be afraid to admit when
you don’t know something, and learn from
the best whenever you can.
• Shari Thurow - Omni Marketing Interactive
• Bragging rights: Pioneered search-engine
friendly web design (wrote the first book), co-
authored first book on web search and
usability.
Source: ©2014 Heidi Cohen’s Actionable Marketing Guide – http://HeidiCohen.com
60. • Never stop learning. Network and
connect with everyone!
• Eric Tung @EricTTung
Source: ©2014 Heidi Cohen’s Actionable Marketing Guide – http://HeidiCohen.com
61. • My best pieces of advice are 3 simple ideas, garnered
from favorite professors - and my experiences.
1. Always be who you are – you never know who would
love the person you hide.
2. The devil is in the details – you are a brand in yourself,
so everything from correspondence, to appearance, to
your Internet persona should be unquestionable.
3. Think of the top three achievements you are most
proud of – make sure to speak to all of them on a first
job interview, and your confidence will soar.
• Andrea Zeluck - Ann Inc.
• Bragging rights: Award-winning fashion copywriter
with NYU M.S., Direct and Interactive Marketing.
Source: ©2014 Heidi Cohen’s Actionable Marketing Guide – http://HeidiCohen.com
62. Photo by Leo Reynolds - Creative Commons Attribution-NonCommercial-ShareAlike License https://www.flickr.com/photos/49968232@N00
Created with Haiku Deck
63. • It doesn't matter what flavor of marketing or
communications you want to tackle, my best
advice is to get comfortable with analytics and
statistics. Whomever can best measure results
gets control of marketing budgets, and Excel is
your friend, not your nemesis. If you got into
communications because you were told there
would be no math, unfortunately you were misled.
• Jay Baer - Convince & Convert
• Bragging Rights: New York Times best-selling
author of Youtility and host of the Social Pros
podcast.
Source: ©2014 Heidi Cohen’s Actionable Marketing Guide – http://HeidiCohen.com
64. • Focus on psychology, not technology.
Effective marketing requires
understanding why people do what they
do.
• Jonah Berger - The Wharton School
• Bragging rights: Bestselling author of
Contagious: Why Things Catch On
Source: ©2014 Heidi Cohen’s Actionable Marketing Guide – http://HeidiCohen.com
65. • You learn marketing by doing it, not by
studying it so you just need to start. If you can't
convince someone to give you a marketing job,
volunteer to be the marketer for a non-profit,
community group or club, or just market yourself
if all else fails. Set goals and targets and try lots of
things to hit them. You will learn much more
actually doing marketing than you will reading a
million blog posts how you might do it.
• April Dunford - Tulip Retail and
RocketWatcher.com
• Bragging rights: I have launched 9 products and
have run marketing/sales at 5 startups.
Source: ©2014 Heidi Cohen’s Actionable Marketing Guide – http://HeidiCohen.com
66. • Learn to identify business objectives and how to match
them to real benefits that are attractive to a specific
audience.
• Whenever you read or hear about a successful product take a
few minutes to figure out what it is trying to do, what benefits
it offers and to whom.
• Your job will be to create and articulate those messages and
to find the right audiences to communicate them with. So get
good at it and become more valuable.
• Jeff Ente - Who’s Blogging What
• Bragging rights: An email newsletter for 20,000 marketers
rely on to keep up to date on social and other forms of digital
marketing.
Source: ©2014 Heidi Cohen’s Actionable Marketing Guide – http://HeidiCohen.com
67. • Learn to think beyond campaign and
ad-driven marketing models.
• Dave Evans- Lithium Technologies and
ReadThis.com
• Bragging rights: VP, Social Strategy;
author of
Social Media Marketing: An Hour a Day
and Social Customer Experience
Source: ©2014 Heidi Cohen’s Actionable Marketing Guide – http://HeidiCohen.com
68. • One word. Analytics. (Yes, I am
channeling "The Graduate.")
• Neil Feinstein - President & Owner-
Zezo Digital
Source: ©2014 Heidi Cohen’s Actionable Marketing Guide – http://HeidiCohen.com
69. • The best skill you can learn for
marketing, PR or social media is
storytelling. Learn to engage your users
and get them emotionally involved in your
story. Think of how Bill Clinton got an
audience engaged in a way that Barack
Obama cannot. Challenge yourself with a
creative writing class, then figure out how
to apply that to professional work.
• Barry Graubart - Content Matters
Source: ©2014 Heidi Cohen’s Actionable Marketing Guide – http://HeidiCohen.com
70. • Find a particular niche subject within Marketing
that you’re passionate about. Read avidly, learn
fiercely, every day. Blog about it, teach about it, speak
about it and keep learning. Don’t be afraid to bomb,
to look like a fool or to admit that you don’t know it all,
as long as you are open, honest and keen to improve
you will never fail.
• AJ Huisman - Kennedy Van der Laan Law Firm (The
Netherlands)
• Bragging rights: Director Marketing & Business
Development of innovative Dutch Law Firm Kennedy
Van der Laan, more than 20 years of experience in
Marketing and Business Development in Professional
Service Firms and a regular speaker on the subject of
Content Marketing, among others twice at Content
Marketing World.
Source: ©2014 Heidi Cohen’s Actionable Marketing Guide – http://HeidiCohen.com
71. • You need to recognize that whatever you know today about
marketing, PR or social media has a very short shelf life. Just
like perishable foods, marketing strategies and PR tactics should
have an advisory best before, mandatory use by, or freshness date
stamped on them. The first edition of my book, YouTube and Video
Marketing: An Hour a Day, was published in 2009. By the time the
second edition of my step-by-step guide was published in 2011,
more than two-thirds of the strategies and tactics in the first edition
were out-of-date. So, find a way to keep up-to-date with industry
trends. You can read blogs or attend conferences. But, whatever
you do, don't read the second edition of my book. The only chapter
that isn't out-of-date two-and-a-half years later is Chapter 1: A
Short History of YouTube.
• Greg Jarboe - SEO-PR
• Bragging rights: Author of
YouTube and Video Marketing: An Hour A Day and member of the
faculty at Rutgers and Market Motive as well as a frequent speaker
at ClickZ Live and Reel Video Summit. Also writes for ClickZ,
ReelSEO and Knowledge Transfer
Source: ©2014 Heidi Cohen’s Actionable Marketing Guide – http://HeidiCohen.com
72. • Don’t talk about how much you like and use social
media like Twitter, Facebook, LinkedIn and Pinterest.
Who doesn’t? Instead, focus on digital marketing
and the value you can bring to the agency or brand
that is considering hiring you. Let them know you
are willing to work hard, pay your dues and be a
voracious learner. Understand that today, almost
everything is measureable and that’s what the
executives care about. How are you going to help
them grow?
• And read! - Moz.org, Mashable, Content Marketing
Institute and maybe even Vertical Measures.
• Arnie Kuenn - Vertical Measures
• Bragging rights: Wrote the content marketing “how-
to” book called Accelerate!
Source: ©2014 Heidi Cohen’s Actionable Marketing Guide – http://HeidiCohen.com
73. • My best piece of advice is to come prepared to
“disrupt the norm” meaning come ready to shake
things up. There’s too much complacency in the
marketing place and the thing that moves industry is
innovation, but innovation can only be sparked by
“disruptors”, individuals who are willing to take an
idea and be bold to risk.
• Some of your most successful marketers are
disruptors (Steve Jobs, Larry Page, Sergey Brin, etc.)
• Paul A McDonnough - Vice President, Conference &
Events, Direct Marketing Association
• Bragging Rights: I produce the largest global event
geared towards and focused on the data-driven
marketing industry.
Source: ©2014 Heidi Cohen’s Actionable Marketing Guide – http://HeidiCohen.com
74. • First, understand that marketing in every flavor is all
about customer engagement, and it's all driven by data.
Forget opinions, emotions and stale maxims of old.
Everything is now done by the numbers. So you need to
have all the skills that marketers are heralded for - creativity,
collaboration, great writing skills, strong analysis, good
listening and excellent, natural people skills. Now, you also
need to do quite a bit of math, and work closely with data
scientists who will help you tackle the massive amounts of
data you need to get the right offer to the right person at the
right time in the right channel. You can do it! And, thanks
for considering marketing as your career - it's an exciting
place to be.
• Stephanie Miller – DMA
• Bragging rights: Customer advocate by day, NYC
adventurer by night.
Source: ©2014 Heidi Cohen’s Actionable Marketing Guide – http://HeidiCohen.com
75. • IMO the best preparation for a
marketing career these days is to feed
both sides of your brain. We look for
those unique individuals who are as
comfortable with data and analytics as
they are with ideation because truly
strategic marketing relies on insights.
• Robin Neifield - Netplus
• Bragging rights: All things digital
Source: ©2014 Heidi Cohen’s Actionable Marketing Guide – http://HeidiCohen.com
76. • Any graduate looking to get into the marketing, PR or social media field
should already be active in the industry. There is zero or very little cost of
entry for networking, volunteering or interning to gain experience and
connections. The social web makes identifying and engaging with experienced
practitioners a lot easier.
• Think about what kind of career you want to have and with what kind of
company. Then find those people and those companies so you can start
networking your way into their field of view. Connect with them and find out
what skills and resources they really need. Do your best to gain those skills and
show/demonstrate your progress.
• If you have ideas about a business, cause or project - do your best to make
those things happen and show how you've learned the ins and outs, ups and
downs through blogging.
• However, being active with a blog, on LinkedIn and other social networks isn't
useful for career networking unless the real-life experiences you are
documenting are meaningful. The digital marketing and PR industry is starved
for social media savvy creative problem solvers that understand how to
measure outcomes and performance that actually matters to a business.
• Lee Odden - CEO - TopRankMarketing.com
• Bragging rights: Author of Optimize
Source: ©2014 Heidi Cohen’s Actionable Marketing Guide – http://HeidiCohen.com
77. • If you are a recent college graduate looking to get
into the field of marketing, you need to go out
there and start marketing your own website. If you
don’t have a website, you can create a blog for free at
WordPress.com.
• The reason you need to market your own website is
because you’ll learn more from practical experience
versus reading about marketing from text books or
blogs.
• Neil Patel - I'm Kind of a Big Deal, LLC and
quicksprout.com
Source: ©2014 Heidi Cohen’s Actionable Marketing Guide – http://HeidiCohen.com
78. • Congratulations! You've chosen to embark on a fascinating and
challenging career path by focusing on a discipline that's not
fully understood (marketing), not fully trusted (PR), or not fully
respected (social media) by many company owners and senior
executives. But that's part of the fun. Being a digital native gives
you a valuable leg up in terms of technology use, but to succeed
you'll need to be able to combine your technical skills with business
knowledge. Read, listen, and observe to learn as much as you can
about buyer psychology (why do people buy what your employer
sells?), influencer hot-buttons (what makes a great story), and
business concerns (how does what you do relate to increasing
revenue, marketshare, or profitability?). Learn to combine your
knowledge of technology tools with the ability to communicate
value and compel action, and you'll do great.
• Tom Pick - KC Associates and Webbiquity
• Bragging rights: Named one of the 50 most influential B2B
marketing thought leaders and a top-5 B2B marketing to watch by
the American Marketing Association. Quoted in Fast Company,
Forbes, and Inc. magazines. Webbiquity blog has won the
MarketingSherpa Readers Choice award for best B2B marketing
blog.
Source: ©2014 Heidi Cohen’s Actionable Marketing Guide – http://HeidiCohen.com
79. • If you can't find a job in PR or
marketing that suits, get out there and
SELL. A professional sales job will give
you skills and insight that will be useful for
the remainder of your career, especially
persuasion and persistence.
• Sarah Skerik - Vice President Strategic
Communications, PR Newswire//MultiVu
Source: ©2014 Heidi Cohen’s Actionable Marketing Guide – http://HeidiCohen.com
80. • Have your head examined and get your heart tested.
• The left-brain/right-brain dichotomy in this industry is
enormous. There is so much to know and understand about
technology. There is so much to know and understand about
psychology. If you feel strongly that you fall heavily to one side or
the other, wallow in it and become an expert! But if, like me, you
love both sides, then dive in very deep, very fast so you can hold
your own with the technology, the analytics and the customer
experience people.
• Think about it like medicine. If you love science, go into research.
If you love science and people, study to become a treating
physician. There is so much to learn that I promise you will never be
bored!
• Jim Sterne - Founder eMetrics Summit
• Bragging Rights: Author of Social Media Metrics and Chairman of
Digital Analytics Association
Source: ©2014 Heidi Cohen’s Actionable Marketing Guide – http://HeidiCohen.com
81. • Never lose your passion. Passion fuels your
energy. It's what keeps you moving forward, what
shapes who you are. Don't let others extinguish
your passion. And dare to dream, always. Channel
your passion towards achieving your goals and
building your dreams. As Tony Gaskins Jr. once
said: “If you don’t build your own dream someone
else will hire you to help build theirs.”
• Ekaterina Walter – CMO, Househappy
• Bragging rights: Social media trailblazer,
international speaker, an author of the Wall Street
Journal bestseller Think Like Zuck and co-author
of The Power of Visual Storytelling
Source: ©2014 Heidi Cohen’s Actionable Marketing Guide – http://HeidiCohen.com
82. • Read. Try Stuff. Ask for Help.
• Todd Wheatland - King Content
• Bragging rights: Author of SlideShare
Source: ©2014 Heidi Cohen’s Actionable Marketing Guide – http://HeidiCohen.com
83. • Get grounded in the basics: the language and
history of our industry. Building a solid
foundation will mean that you will much more
easily understand where new innovations such as
social media communications fit, and it will also
help you communicate effectively in a familiar
language. Innovating is all about pressure testing
and breaking the rules - but first, it helps to
understand what the rules are, or have been.
• Tania Yuki – Shareablee
• Bragging rights: Recently named one of 10
women driving digital in NY
Source: ©2014 Heidi Cohen’s Actionable Marketing Guide – http://HeidiCohen.com
84. Photo by nan palmero - Creative Commons Attribution License https://www.flickr.com/photos/97402086@N00
Created with Haiku Deck
85. • The lines around Marketing, PR and Social Media have blurred. You
need to understand the paradigm shift that has occurred. New
communications tools and digitally engaged consumers have changed the
way we market products and services, the way we represent our brands
and the way we communicate with constituents. Anyone entering these
fields needs to understand that these fields have changed and even
morphed into something new. Read everything you can. Be open, creative,
excited. Immerse yourself in sites like MarketingProfs.com and
Hubspot.com, read bloggers like Scott Monty and follow as many people in
your field as you can on Twitter. Most importantly, appreciate that you are
beginning your career at an amazing time when there is so much
opportunity to make a real difference.
• If I could recommend one book to recent grads it would be the ground
breaking Cluetrain Manifesto. For me, it put into perspective how business
as usual was no longer an option...If I could recommend two, I just finished
"Hatching Twitter" (the history of the platform) and it is a great lesson in
perseverance, hard work, loyalty and betrayal and the speed at which
things are changing in the digital space.
• Nora Ganim Barnes, Ph.D. - Director, Center for Marketing Research-
University of Massachusetts Dartmouth
Source: ©2014 Heidi Cohen’s Actionable Marketing Guide – http://HeidiCohen.com
86. • Use the tools at your disposal. Follow people you
find interesting in the field. Share, comment on,
favorite, or otherwise engage with content they create
(as long as you authentically find it valuable or
interesting). Create content yourself in some digital
channel that appeals to you - even if it's on a personal
rather than professional topic; this could be on
Tumblr, Slideshare, Medium, Pinterest, or anywhere
appealing to you. Learn by doing, and you'll have so
much more credibility when going on interviews.
• David Berkowitz – MRY and Marketers Studio
• Bragging rights: Gave the keynote address at my
alma mater
Binghamton University's Fall 2013 Commencement
Source: ©2014 Heidi Cohen’s Actionable Marketing Guide – http://HeidiCohen.com
87. • This sounds totally obvious, but I have met too many grads who are
not paying attention to the importance of LinkedIn and how their
profiles are a determining factor for prospective employers. No
Linkedin profile, no job offer.
• Do as many "projects" or internships as possible during your college years
and list out the details of those projects to illustrate the experience.
• List your LinkedIn profile on your resume.
• Get endorsements and recommendations.
• Have all your letters of reference also be published on LinkedIn.
• Build your profile and your connections early, like start building it your
freshman year of college (or earlier!).
• Lisa Buyer - The Buyer Group
• Bragging Rights: Author of Social PR Secrets.
Source: ©2014 Heidi Cohen’s Actionable Marketing Guide – http://HeidiCohen.com
88. • Establish a professional social
media presence for your self. Use it to
demonstrate that you have the ability to build a
strong following, post engaging status updates,
and keep up to date on the trends in the
marketing and PR world. Also develop a blog
where you discuss the latest marketing and PR
strategies - this will help you establish yourself as
someone who is knowledgeable in the industry.
• Kristi Hines - Kikolani.com
• Bragging rights: Freelance writer & professional
blogger.
Source: ©2014 Heidi Cohen’s Actionable Marketing Guide – http://HeidiCohen.com
89. • Employers expect your own social media and online presence
to represent the quality of the marketing you would do for their
brand. That means they are going to look you up in social media –
especially LinkedIn, but probably also Facebook. First, make your
Facebook page settings private unless you strictly use it for career-
related content. Secondly, buff and polish your LinkedIn profile so
you have a professional-looking headshot (not a graduation or
wedding or party picture), and solid entries for your relevant
experience. Make sure your jobs link to the company LinkedIn
pages where relevant. And, if you are applying for a social media
job, make sure you have more than a handful of LinkedIn contacts.
Lastly, if you are looking for a job in a city other than the one you
currently live in, consider adjusting your LinkedIn profile to show
that you are already “in” the new region. That way your profile will
show up in employer’s searches and you will be ‘recommended’ by
LinkedIn for relevant jobs when local employers post job ads there.
• Anne Holland WhichTestWon.com
• Bragging rights: The world’s largest library of real-life A/B split
tests.
Source: ©2014 Heidi Cohen’s Actionable Marketing Guide – http://HeidiCohen.com
90. • My best advice for a college graduate is to
spend less time on Instagram and more time
on LinkedIn. The name of the game is building
your network. You are going to find out very
quickly that everything you need or want to do
career wise is going to depend on relationships
and the quality of your network moving forward.
• Jason Miller – LinkedIn and
www.rocknrollcocktail.com
• Bragging rights: Award Winning Rock n Roll
Concert Photographer
Source: ©2014 Heidi Cohen’s Actionable Marketing Guide – http://HeidiCohen.com
91. • Publish all relevant experience on your social media
profiles. Social media has changed how employers and
recruiters find talent. They search using relevant keywords for
the jobs they are trying to fill. LinkedIn, Twitter and Google+
are especially important. If you've taken a relevant course is
college, call it out; if you've interned on a summer job
managing social media for a company, mention it; if you've
posted blogs, publish this skill on your social media profiles. I
know many college grads who have gotten their start this
way.
• Rob Petersen – BarnRaisers
• Bragging rights: Complimentary e-book,
166 Case Studies prove Social Media ROI, is the largest
collection of social media case studies on the Internet and
has been downloaded 100,000+ times.
Source: ©2014 Heidi Cohen’s Actionable Marketing Guide – http://HeidiCohen.com
92. • Never forget that people are the most
important part of Social anything, build
and nurture networks of relationships. Be
curious, ask a lot of questions then listen to
the answers. Be generous, helping others get
what they want will usually help you get what
you want. Learn the basic principles,
typically the new is based on something from
the past, experience is valuable.
• Joseph Ruiz -
Strategic Marketing Solutions, LLC
Source: ©2014 Heidi Cohen’s Actionable Marketing Guide – http://HeidiCohen.com
93. • While having a degree in marketing or business
can be helpful, I think proof of experience might
be even more important for our new graduates. If
you have a thriving YouTube channel, a well-
traveled blog or a bunch of engaged connections
on LinkedIn, you might be in an even better
position to showcase your talents than that
expensive piece of paper. While I do have my MA,
its my experience online that has attracted the
Fortune 500 job offers (that I have turned down in
favor of running my own business.)
• Viveka von Rosen - Linked into Business
• Bragging rights: Forbes Top 50 SoMe Influencer
for past 3 years, Author of
LinkedIn Marketing: Hour a Day
94. Photo by semihundido - Creative Commons Attribution-ShareAlike License https://www.flickr.com/photos/20961302@N00
Created with Haiku Deck
95. • Don’t do it! :) Okay, do it, but understand that the
weakness in the discipline right now is treating
everything as a one-off project. Being a modern
marketing guru means understanding that content is a
business asset worthy of being managed efficiently
and effectively. What we really need are content
strategists — folks who understand how to analyze
content challenges and to develop repeatable
systems that will help us overcome them. And, to this,
you’ll need to be a master of content and code. It’s
important to realize that writing great content is not
enough. You’ll need to be able to deliver it, too. The
right content to the right audience at the right time in
the right language and format.
• Scott P. Abel - The Content Wrangler, Inc.
Source: ©2014 Heidi Cohen’s Actionable Marketing Guide – http://HeidiCohen.com
96. • To succeed today you have to know how to
create content that will reach and engage the
right audience and forward the strategic
direction of the company.
• Skills needed:
– How take great photographs with a smart phone
– How to optimize images video and text for search
engines.
• Sally Falkow - Meritus Media Inc
• Bragging rights: Author of
SMART News: how to write press releases that
gets found in search and shared on social media
Source: ©2014 Heidi Cohen’s Actionable Marketing Guide – http://HeidiCohen.com
97. • Master writing. The serious brands you
want to work for have become publishers.
They use their platforms to connect and
engage with customers by offering useful
content, largely a blog. The foremost skill
they seek now is writing. Identify resources
that can help you become the best possible
communicator you can and practice writing
every chance you get.
• Barry Feldman - Feldman Creative
• Bragging rights: Top 20 Content Marketing
Influencer according to Onalytica
Source: ©2014 Heidi Cohen’s Actionable Marketing Guide – http://HeidiCohen.com
98. • Master the art of writing, storytelling and
language, as this is the future (and the
present) of marketing and PR. Aside from
your journalism classes and language
classes, consider creative writing, improv,
and start a blog. Step out of your comfort
zone. Master the ability to get your thoughts
out of your head and find your voice.
• Cathy McPhillips -
Content Marketing Institute
• Bragging rights: Marketing Director at
Content Marketing Institute
Source: ©2014 Heidi Cohen’s Actionable Marketing Guide – http://HeidiCohen.com
99. • The most important skills you need are how to do
research and how to write. You don't learn either of those in
school. They come from practice. So, no matter what kind of
job you get, make sure to stake a claim for your own online
real estate with a blog with frequently updated content on
something you care about.
• Jobs will come and go. Content that you create in a space
that you own - not on a social network - is what will make
you valuable to employers in the long term.
• B.L. Ochman - Maximum-Plus.com and What's Next Blog
• Bragging rights: Blogging since 2000, AdAge DigitalNext
contributor, Google certified YouTube Channel Creator,
Helpout Coach and Google+ Coach
Source: ©2014 Heidi Cohen’s Actionable Marketing Guide – http://HeidiCohen.com
100. • So many times, graduates wait for a marketing or PR job
to get experience. I say, why wait? What I look for in recent
grads looking for work is in how they are marketing
themselves. Do they have a blog? Are they consistent about
it? How do they publish on social media? Are they building
an audience of some kind, maybe around a passion or
hobby?
• Anyone can build a loyal audience today, and everyone
has the tools to make it happen. In other words, recent
grads have no excuse for not grabbing the experience that is
right in front of them.
• Joe Pulizzi – Founder Content Marketing Institute, an Inc 500
company
• Bragging rights: Author of Epic Content Marketing
Source: ©2014 Heidi Cohen’s Actionable Marketing Guide – http://HeidiCohen.com
101. • Most everything you learned in University
about the practice of marketing is, or will soon
be, outdated by the time you graduate. My
best advice is to truly focus on how to become a
compelling, creative storyteller. If you can weave
true meaning from data - if you can fashion useful
stories from mashed up how-to manuals - and if
you can create value in the form of content-driven
experiences, you will be the most sought-after
marketer any company will ever want.
• Robert Rose - Content Marketing Institute
Source: ©2014 Heidi Cohen’s Actionable Marketing Guide – http://HeidiCohen.com
102. 1. The Story: The name of the game for all of these disciplines is always
remember to tell a story. Marketing, PR, Social can get so product
focused that it’s easy to live day by day promoting what you sell. Buyers,
analysts, reporters, customers, employees – they only care about whether
your story is interesting to them.
2. Be Crisp: The average attention span can no longer consume more than
140 characters. So, keep it brief, make it captivating.
3. Ask Questions: The best way to learn and be successful is to ask
thoughtful questions and then sit back and listen. It will help you focus
and win no matter what kind of conversation you are having.
4. White Space: Take risks. Look for places where your target audience is,
but not your competitors. That can mean a vertical focused publications
or a pub no one would expect to see a story that mentions you brand, but
your target audience reads in their spare time. I once ran a campaign that
had such broad appeal, it got picked up by Mashable, Internet Week and
Glamour Magazine - seeing the brand across the three, including a non-
traditional pub really left a lasting impression.
• Lisa Joy Rosner - CMO, Neustar
• Bragging rights: Silicon Valley Women of Influence 2013, OMMA award,
best integarted campaign 2013 , Silver Anvil award 2013, Marketers that
Matter, B2B small company Marketer of the Year 2013, Advertising
Research Foundation - Gold Winner, Great Mind award 2011.
Source: ©2014 Heidi Cohen’s Actionable Marketing Guide – http://HeidiCohen.com
103. • Start a blog. Now. Showcase your
expertise to the world. You will stand out
among everyone else who simply submits
a resume.
• David Meerman Scott
• Bragging rights: Bestselling author of 10
books including
The New Rules of Marketing and PR and
the new book Marketing the Moon.
Source: ©2014 Heidi Cohen’s Actionable Marketing Guide – http://HeidiCohen.com
104. • Get as much experience as possible in
journalism.
• Nenad Senic - disput.si
Source: ©2014 Heidi Cohen’s Actionable Marketing Guide – http://HeidiCohen.com
105. • Start a blog and write frequent posts.
Make it relevant to the type of job you
want. This will give you writing samples you
can link to in your resume and something
you can talk about with a prospective
employer. Employers are convinced that
good writers are very hard to find, so the
more you can do to prove your abilities in
that area, the better off you'll be.
• Lucy Siegel - President & CEO,
Bridgeny.com
Source: ©2014 Heidi Cohen’s Actionable Marketing Guide – http://HeidiCohen.com
106. • Learn how to tell stories—with words,
images and data. Think like a journalist and
act like a publisher. Recognize that audience
attention is a scarce—and declining—
commodity. Take some risk and don’t be
boring.
• Jake Sorofman - Gartner, Inc.
• Bragging rights: Gartner analyst, former
CMO, frequent contributor to Forbes.com
and HBR.org.
Source: ©2014 Heidi Cohen’s Actionable Marketing Guide – http://HeidiCohen.com
107. • Author content that matters, either a column on a
well-respected publication, an ebook with
thousands of downloads OR a personal blog that
analyzes the industry like a pro. You can easily
demonstrate your worth when you can showcase to
potential employers (or clients) past work you've
done, even if it is as informal as a blog you
infrequently manage. Just make sure whatever you
link to is well worth reading.
• Danny Wong - Shareaholic and Blank Label
• Bragging rights: First startup at 17. Honored in
Inc. Magazine's 30 under 30 at age 21. Columnist for
The Next Web, The Huffington Post,
Entrepreneur.com, and Search Engine Journal
Source: ©2014 Heidi Cohen’s Actionable Marketing Guide – http://HeidiCohen.com
108. Photo by Jacksoncam - Creative Commons Attribution License https://www.flickr.com/photos/51017890@N07
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109. 100 Experts On Twitter [1]
• Scott P. Abel @ScottAbel
• Jay Baer @JayBaer
• Nora Ganim Barnes -
@NoraBarnes
• Jonah Berger @J1Berger
• David Berkowitz
@DBerkowitz
• Megan Berry @MeganBerry
• Paul Biedermann
@PaulBiedermann
• Michael Brenner
@BrennerMichael
• Matt Blumberg
@MattBlumberg
• Lisa Buyer @LisaBuyer
• C.C. Chapman
@CC_Chapman
• Josh Chasin @JChasin
• Ian Cleary @IanCleary
• Heidi Cohen @HeidiCohen
• Jeffrey L. Cohen
@JeffreyLCohen
• Carlos A. Coriano
• Andy Crestodina
@Crestodina
• Douglas Quejuan Davis
• Mike Delgado
@MikeDelgado
• Gini Dietrich @GiniDietrich
• Ric Dragon @RicDragon
Source: ©2014 Heidi Cohen’s Actionable Marketing Guide – http://HeidiCohen.com
110. 100 Experts On Twitter [2]
• Henneke Duistermaat
@HennekeD
• April Dunford @AprilDunford
• Jeff Ente @WBWJeff
• Dave Evans @EvansDave
• Sally Falkow @SallyFalkow
• Neil Feinstein @ProfBA
• Barry Feldman
@FeldmanCreative
• Stephanie Fierman
@StephFierman
• Sam Fiorella @SamFiorella
• Bill Flitter Dlvrit
• Sue Geramian
@SueGeramian
• Chad Ghastin @CGhastin
• Barry Graubart @Graubart
• Kristi Hines @Kikolani
• Anne Holland
@WhichTestWon
• AJ Huisman @AJHuisman
• Danny Iny @DannyIny
• Greg Jarboe @GregJarboe
• Carrie Kerpen
@CarrieKerpen
• Alan K'necht @AKnecht
• Michael Kolowich
@MichaelKolowich
• Arnie Kuenn @ArnieK
• Leslie Laredo @LeslieLaredo
• Kevin Lee @Kevin_Lee_QED
Source: ©2014 Heidi Cohen’s Actionable Marketing Guide – http://HeidiCohen.com
111. 100 Experts On Twitter [3]
• Ahava R. Leibtag @AhavaL
• Jon Loomer @JonLoomer
• Liz Machtynger
@EssentialCM
• Robert McCutcheon
@RMcCutcheon
• Paul A McDonnough
@mgocanes
• Sean McGinnis
@SeanMcGinnis
• Cathy McPhillips
@CMcPhillips
• Heather Meza
@HeatherMeza
• Jason Miller @JasonMillerCA
• Stephanie Miller
@StephanieSAM
• Pam Moore @PamMktgNut
• Kevin Mullett @KMullett
• Pamela Muldoon
@PamelaMuldoon
• Jim Nail @Jim_Nail
• Robin Neifield @RNeifield
• Murray Newlands
• @MurrayNewlands
• Jesse Noyes @NoyesJesse
• B.L. Ochman @WhatsNext
• Lee Odden @LeeOdden
• Neil Patel @NeilPatel
• Rob Petersen
@RobPetersen
Source: ©2014 Heidi Cohen’s Actionable Marketing Guide – http://HeidiCohen.com
112. 100 Experts On Twitter [4]
• Tom Pick @TomPick
• Michael Pinto @MichaelPinto
• Joe Pulizzi @JoePulizzi
• Robert Rose @Robert_Rose
• Lisa Joy Rosner
@LisaJoyRosner
• Joseph Ruiz @SMSJoe
• Stephanie Sammons
@StephSammons
• Mark W. Schaefer
@MarkWSchaefer
• David Meerman Scott
@DMScott
• Nenad Senic @NenadSenic
• Kathy Greenler Sexton
• Peter Shankman
@PeterShankman
• Jim Siegel
@MeaningComfort
• Lucy Siegel @LucySiegel
• Sarah Skerik @SarahSkerik
• Jake Sorofman
@JakeSorofman
• Jayme Soulati @Soulati
• Russell Sparkman
@FusionSpark
• Mike Stelzner
@Mike_Stelzner
• Jim Sterne @JimSterne
Source: ©2014 Heidi Cohen’s Actionable Marketing Guide – http://HeidiCohen.com
113. 100 Experts On Twitter [5]
• Nancy Tamosaitis-
Thompson @Vorticom
• Beth Temple
@BethTemple4U
• Hollis Thomases
@HollisThomases
• Shari Thurow @ShariThurow
• Dana Todd @DanaTodd
• Eric Tung @EricTTung
• Jamie Turner
@AskJamieTurner
• Viveka von Rosen
@LinkedInExpert
• Ekaterina Walter @Ekaterina
• Todd Wheatland
@ToddWheatland
• Danny Wong
@DannyWong1190
• Jon Wuebben @JonWuebben
• Tania Yuki @TaniaYuki
• Andrea Zeluck
Source: ©2014 Heidi Cohen’s Actionable Marketing Guide – http://HeidiCohen.com
114. Photo by kevin dooley - Creative Commons Attribution License https://www.flickr.com/photos/12836528@N00
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115. Books By The Experts [1]
1. Jay Baer - Youtility
Jonah Berger - Contagious: Why Things Catch On
2. Lisa Buyer - Social PR Secrets
3. C.C. Chapman - Content Rules and
Amazing Things Will Happen
4. Jeffrey L. Cohen - The B2B Social Media Book
5. Andy Crestodina - Content Chemistry
6. Gini Dietrich - Spin Sucks
7. Ric Dragon - Social Marketology
8. Dave Evans - Social Media Marketing: An Hour a Day and
Social Customer Experience
9. Sally Falkow -
SMART News: how to write press releases that gets found in
search and shared on social media
10. Sam Fiorella -
Influence Marketing: How to Create, Manage, and Measure
Brand Influencers
Source: ©2014 Heidi Cohen’s Actionable Marketing Guide – http://HeidiCohen.com
116. Books By The Experts [2]
11. Greg Jarboe - YouTube and Video Marketing: An Hour A Day
12. Alan K'necht -
The Last Origina Idea - A Cynic's View to Internet Marketing
13. Arnie Kuenn - Accelerate!
14. Kevin Lee
Search Engine Advertising: Buying Your Way To The Top,
The Truth About Pay-Per-Click-Search, and The Eyes Have It
15. Lee Odden - Optimize
16. Rob Petersen - 166 Case Studies prove Social Media ROI
17. Joe Pulizzi - Epic Content Marketing
18. Mark W. Schaefer - The Tao of Twitter
19. David Meerman Scott - The New Rules of Marketing and PR
and Marketing the Moon.
20. Jim Sterne - Social Media Metrics
21. Nancy Tamosaitis-Thompson - net.talk
Source: ©2014 Heidi Cohen’s Actionable Marketing Guide – http://HeidiCohen.com
117. Books By The Experts [3]
22. Hollis Thomases - Twitter An Hour A Day
23. Viveka von Rosen - LinkedIn Marketing: Hour a Day
24. Ekaterina Walter - Think Like Zuck and
The Power of Visual Storytelling
25. Todd Wheatland - SlideShare
26. Jon Wuebben - Content is Currency
Source: ©2014 Heidi Cohen’s Actionable Marketing Guide – http://HeidiCohen.com
118. Photo by Jason A. Howie - Creative Commons Attribution License https://www.flickr.com/photos/40493340@N00
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119. • Signup for our free weekly
Actionable Marketing Newsletter.
• Meet Heidi Cohen IRL at:
Content Marketing World in Cleveland
September 8 -11, 2014.
• Join Heidi Cohen’s Actionable Marketing Guide on:
– Facebook
– Google+
– Twitter
• NOTE: All books & Content Marketing World are affiliate links.
120. Photo by the Italian voice - Creative Commons Attribution License https://www.flickr.com/photos/77476789@N00
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