GM, how’s your week been? We’re psyched that it's officially Spring and we’re one step closer to being able to write this newsletter laying poolside in 80° weather.

Here’s what’s coming up in today’s newsletter:

• How to 10x your content distribution. Smart marketers make sure they’re getting the most bang for their buck when it comes to their content. Why and how to use Pillar Assets to hit the right ratio of time spent on creation vs. distribution.
  
  

• Maybe you need a North Star Metric. As marketing budgets shrink, showing value is more important than ever. Choosing a NSM can help you keep your team focused and win support from leadership.

Let’s get to it….

⏱ How to 10x your content distribution

You should spend 10% of your time on content creation and 90% on distribution. Most marketers get this ratio backward. A big mistake!

Time is a precious resource. Make sure you’re spending it the right way.

10-15 years ago, creating as much content as possible was a solid marketing strategy. Blogging was in its heyday, SEO looked completely different, and Facebook ads worked like gangbusters back then.

Today, things are different. Creating content has never been easier. A tool like ChatGPT can create a dozen blog posts in a few minutes.

This means that quantity doesn’t win anymore. Only quality. The marketing world is full of noise. If you want to be successful, you need to focus on breaking through that noise.

How to break through the noise

The simplest way to stand out is actually very simple — create truly great content.

This requires a mindset shift. Instead of focusing on how to create a lot of content, focus on how to create a handful of extremely valuable and high-quality pieces.

We call these Pillar Assets.

Pillar Assets are foundational content pieces that you can easily slice and dice to turn into other assets.

The main idea is that if your Pillar Asset is high-value, then all the assets created from it will be high value too.

How to create Pillar Assets

Make a list of the top 3-5 problems your product solves or benefits it provides. Congrats, you just picked the topics of your first batch of Pillar Assets.

Now you need to choose your medium. What type of content are you best at making? Ebooks, videos, guides, etc. Remember the goal is to make a truly valuable piece of content. Play to your strengths.

If you’re not sure which medium to choose, we recommend video. Having a video as your foundational piece of content gives you the most options for the next step in this process.

Now 10x your distribution

Once you have your finished Pillar Asset in hand, now the real work begins — distribution.

Take the Pillar Asset and repurpose it in as many ways as possible. That looks something like this:

Why this method works

B2B marketers have two main goals:

1. Make people aware that your company exists

2. Educate people about why they should buy from you

Using the Pillar Asset method for content creation and distribution helps you achieve both of these goals.

You end up with several assets that you can push out across channels — increasing awareness. But more importantly, all of the content is high-value since it's derived from a great Pillar Asset. This wins you credibility and trust with your audience. Both of which help convince people to purchase.

📰 In the news this week

👿 New Study: Negative terms in headlines drive more clicks.

👋  TikTok has a plan to avoid getting banned in the US

🤖  OpenAI connects ChatGPT to the internet

📱 Instagram unveils two new advertising channels

📸  The US has ruled that AI-generated images can’t be copyrighted.

🌟 Maybe you need a North Star Metric

Many marketing teams are starting to embrace the concept of a North Star Metric (NSM). This is a clearly defined measurable that unites the team under a common goal and represents value delivered.

Using an NSM has grown in popularity in recent years. In 2021, 46% of companies had an established NSM. In 2022, that grew to 59.2%. We expect the number will be even higher in 2023.

As inflation increases, budgets get tighter, and massive layoffs keep occurring, it's more important than ever for marketing departments to be able to clearly and concisely demonstrate their value. A North Star Metric is an easy-to-implement option that can help you make your case to company leadership and keep your team hyper-focused.

Here’s a breakdown of some of the most common NSMs:

😂 Marketing meme of the week

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