We corner the market on finding good content 😎  

View this email in your browser

Recent subscriber? Here's some background about this newsletter. Was this email forwarded to you? Then you need your own subscription. Please tell the person who forwarded it that I said thank you! 

Welcome 👋 new subscribers from my latest post at Content Marketing Institute.

When I call customer service, I hate waiting on hold.

A few years ago I experienced my first “we’ll call you back” feature. The prompt goes something like this:

“Your estimated wait time is 46 minutes. Instead of staying on hold, we’ll call you back when it’s your turn. Press 1 to proceed.”

After pressing “1,” I’m asked to record my name. Then, I’m told that I’ll be called back in approximately 46 minutes and the call ends.

I love this feature because:

  • Every minute I sit listening to “hold music,” the more stressed I become
  • I can return to work (or whatever else I need to be doing) and forget about the call

When I’m on hold, it’s hard NOT to think about the fact that I’m on hold 😤

I sit waiting for the customer service rep to pick up.

Worse, I hear the wait times tick down (but SLOWLY!) and that reinforces the frustration of being on hold.

Returning to what I was doing and forgetting about the call is bliss.

46 minutes later (right on schedule!), my phone rings and it makes me happy.

My minor complaint with this solution:

When I answer my phone and confirm that I requested the call-back, the system places me back into a queue and I wait there for a few more minutes.

Ideally, I confirm the callback and there’s a customer service rep in my ear right away.

But heck, the world isn’t perfect.

This got me thinking about the experiences we create as marketers.

How can we create convenience for our audience?

A few ideas 👇

Around the Corner

Subscribing to emails

This is usually binary – I subscribe to a list or I don’t. I get everything or I get nothing.

What if email marketers created customized or even personalized options?
  • Email me every March 15th with your best tax advice
  • Send me news updates on the 1st and 29th of each month
  • Send me an email whenever news breaks on Supreme Court rulings
  • Only email me when the Giants are playing the Dodgers
List of blog posts

The default behavior on most blogs is to list the posts in reverse-chronological order.

Instead, what if we used a short form to ask for a date range, as well as a set of topics? From there, we only show blog posts about those topics in the selected date range.

If people are willing to provide personally identifiable information as part of the request, now you’ve got some interesting first-party data.

Social media

Instead of “Follow us on Twitter,” how about prompting users for a set of topics that interest them?

From there, you deliver a list of your Top 10 tweets on those topics. 

Your turn

I’d love to hear your ideas. How can we improve convenience for our audience?

Next Meetup
How to Explain Complicated Things in a Simple and Effective Way

Presenter: Carole Alalouf, owner of Exaltus, an award-winning whiteboard animation studio that specializes in turning complicated information into a compelling visual story.

Your ideas can change the world. But only if you know how to communicate them in a clear and effective way.

Our best ideas are often the most difficult to explain.

In this session, Carole will take you through her top tips for explaining complicated things in a simple and effective way.

July 14, 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 Roy Sarkar (@readroy).

Roy is a former software developer who lives in Ottawa.

These days, he's a freelance writer and content marketer for embedded systems, fintech and cybersecurity clients. 

The tagline of Roy's website:

"Bringing a technical voice to your content marketing & product documentation"
Gordon's Corner
Good friend Gordon Russell is a journalist based in New Orleans.

Gordon had a tweet that went viral this week.

Pictured: Gordon Russell (photo via Twitter).

The tweet was a photograph he took of a "Letter to the Editor."

The tweet made local resident Tom Barton Twitter-famous.

Gordon connected with Barton and wrote a column about it.
Sheepish Corner

"Sorry, I'm late. I ran into some traffic on the way."

I was driving near home this week and came across a whole lot of sheep.

Q: How do sheep practice agile methodology?

A: They sprint! 🐑🐑

Check out this tweet for the video footage.

See you again in two weeks? Ewe know it.
Copyright © 2022 Bay Area Content Marketing Meetup, All rights reserved.

Want to change how you receive these emails?
You can update your preferences or unsubscribe from this list.

Email Marketing Powered by Mailchimp