To those who have just joined the newsletter since my latest push, welcome! If you are wondering how often I email, my goal is to send this newsletter every Friday (2 successes so far).
A new essay
One of my big aha moments recently is when Jon Stona, Head of APAC Marketing at Stripe, shared his team's "mandate". It provided a framework that simplified many messy ideas in my mind on how to think about marketing goals and strategy.
The best way I learn is to write things down, so I just published The Marketing Mandate, which covers the concept and how we have adopted it at Buffer.
What I read this week
- Brand vs. Performance Marketing Spectrum: Related to my essay, Wes Kao has an essay on brand vs performance marketing. My favorite bit is the part on how to optimize for both.
- Don't start with content & SEO; start with product & brand: Here's a short LinkedIn post by Rand Fishkin. So many marketers like to focus on guest blogging, link building, and publishing a ton of content. Here's another approach to consider (something we have perhaps been unintentionally doing at Buffer).
- The overlap between Product Marketing and Product Management: I'm still learning to be a better product marketer, and I have been enjoying Alicia Carney's essays.
See you next week!