We are delighted to welcome Ann Handley to The Heart of Marketing today. She's interviewed by our also delightful co-host John Gregory Olson who is a self-professed "fan boy" of Ann and her work.
Taken directly from her website:
Ann Handley is a veteran of creating and managing digital content to build relationships for organizations and individuals. Ann is the author of the Wall Street Journal bestseller Everybody Writes: Your Go-To Guide to Creating Ridiculously Good Content (September 2014, Wiley) and co-author of the best-selling book on content marketing, Content Rules: How to Create Killer Blogs, Podcasts, Videos, Ebooks, Webinars (and More) That Engage Customers and Ignite Your Business (2011, Wiley). She is the Chief Content Officer of MarketingProfs; a LinkedIn Influencer; a keynote speaker, mom, and writer.
Ann and John share solid insight into the customer and the importance of creating value, always. When marketers put the customer first and the needs of the customer first that's when empathy occurs.
Ann suggests that marketers need to slow down -- slow marketing. Slow marketing is where customer empathy, humanity and value are uncovered. It's when stories are created with the customer always first.
Through a lot of buzzwords, John and Ann identify a few that bother. Omnichannel is one, but it's also spot on as there are way too many channels where customers are communicating with one another and brands. That's why stories are so important; take an opportunity to tell a story even with a simple caption on Instagram, Ann's favorite channel.
Ann and John dive in to so much more; don't miss this really important conversation!
Ann, we thank you for joining us on The Heart of Marketing.
Now, everyone go buy Ann Handley's books, subscribe to Marketing Profs and attend the B2B Marketing show in Boston every year.