Lessons learned in 12+ years of digital marketing

1. L I S A
S H I N I N G E R
D I G I T A L M A R K E T I N G • C O N T E N T S T R A T E G Y

2. In my 12+ years of
marketing experience,
HERE'S
WHAT I'VE
LEARNED:

3. A D A P T A N D I T E R A T E
E M B R A C E I N N O V A T I O N
C H A L L E N G E A S S U M P T I O N S
T E L L C O M P E L L I N G S T O R I E S
T H E B E S T
M A R K E T E R S

4. 4
K E Y F A C T O R S
F O R G R E A T
D I G I T A L
M A R K E T I N G

5. L E A D Y O U R
A U D I E N C E E X A C T L Y
W H E R E Y O U W A N T
T H E M T O G O
K E E P T H E B E N E F I T
A N D V A L U E F R O N T
A N D C E N T E R
S P E A K T O Y O U R
A U D I E N C E T H E W A Y
T H E Y S P E A K T O A N D
A B O U T Y O U
D I R E C T

6. P R E C I S E
YOUR AUDIENCE
SHOULD INSTANTLY
UNDERSTAND YOUR
MESSAGE. HOW?
KEEP YOUR CONTENT:
CLEAR
FOCUSED
GRANULAR
TARGETED

7. H O W E L S E W I L L
Y O U K N O W
W H E N Y O U R
C O N T E N T
S U C C E E D S ?
M E A S U R E D
0
75
150
225
300
2011 2012 2013 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023

8. E N G A G I N G
DON'T GIVE YOUR
AUDIENCE A CHANCE
TO DO NOTHING.
PUSH THEM TO
THE WAY YOU WANT.
T A K E A C T I O N

9. Make the customer
the hero of your story.
• • •
ANN HANDLEY,
CHIEF CONTENT OFFICER, MARKETINGPROFS

10. The best marketing
doesn't feel like
marketing.
• • •
TOM FISHBURNE

11. H O W C A N I H E L P
Y O U R M A R K E T I N G
G R O W ?
L I N K E D I N . C O M / I N / L I S A S H I N I N G E R
H E L L O @ L I S A S H I N I N G E R . C O MTell me: