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If you're a Major League Baseball fan, you probably know about the infield shift.

When batters come to the plate, teams look at historical data about where those batters hit the ball.

Traditional baseball is played with two fielders to the left of second base and two fielders to the right.

The infield shift throws tradition out the window and positions fielders where hitters are most likely to hit it.

What you end up is seemingly-silly configurations like this one:

Traditionalists (who tend to be older) complain loudly about this shift in strategy.

“The game has changed. I don’t recognize it anymore,” they might yell.

But guess what?

It works!

Even with a shift in place, batters hit the ball where the data says they will. Most batters are stubborn and don't adjust their swing to beat the shift.

(In other words: SHIFT HAPPENS.)

Teams would abandon the infield shift if it no longer worked. It still works, so they keep doing it.

Here’s the analogy to marketing:

Use data to understand where to find your target audience.

Place your content bets in those places.

Position your infielders where the ball’s going.


P.S. And as with baseball, throw tradition out the window and let data be your guide.

Around the Corner
The 15-year content strategy of Orbit Media

At Orbit Media, Andy Crestodina embarked on a content strategy in 2007.

Initially, his spark was to find an answer for this:

“I need a way to stay connected with clients and prospects.”

Photo: Andy Crestodina, CMO and Co-Founder, Orbit Media Studios

I've been a long-time admirer of Andy and his content. Check out what it's done for his agency:

"Orbit generates $7M in annual revenue, supports 48 Orbiteers and their families, all with a 100% content-driven approach to marketing. We do not advertise."

Andy categorizes his past 15 years of content marketing into four phases.

Read the details of his amazing journey.
Next Meetup
How the Email Marketing Industry Created a Monster (And How We Can Save It)

Presenter: Melissa Moody, Founder & Head of Marketing, Gated.

There are 347 billion emails sent daily and most of us experience inbox overload on a daily basis. How did we get here?

Email marketing and sales automation has exploded over the past few years, with a proliferation of tools that enable more automated emails at low cost.

It's no wonder marketers love email: it's easy, cheap, and until recently, quite effective. However, as email inboxes get busier, B2B buyers are tuning out and reply rates for email campaigns are dropping, often below 1%.

In order to return email to an effective channel, it's time to realign incentives and shift power back to the user of email.

Come hear about the next evolution in email and how marketers are in exactly the right place to benefit from this shift.

June 9, 2022, 12 to 1pm PT


Note: Thanks to our sponsors, Hushly, TalendToTheWeb and Treasure Data.
Twitter Corner
In each newsletter, I recommend a Twitter user to follow.
This week, I recommend Jodi Harris (@Joderama).

Jodi lives in the Los Angeles area and is Director of Content Strategy at Informa Connect.

On Twitter, Jodi explores "the intersection of content, creativity, innovation, marketing, technology, and media — and what happens when they collide."

Earlier this week, Jodi was a contestant on Jeopardy!

Read Jodi's latest post at Content Marketing Institute, "5 Tips To Engage Your Overlooked Content Creation Force."
Corner Rose
Earlier this month at the Bay Area Content Marketing Meetup, Robert Rose gave an interesting talk on web3 and how its promise is closer to content marketing than we might think.

Rich Schwerin (featured in the last issue) was our host and emcee.

Watch the recording of Robert's talk and check out Rich's introduction via this tweet.
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