What every marketing team should do
Hi there!
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!
Alfred
Alfred Lua
Hi there! To save you a click, I put my latest essay in this email. If you prefer reading it on the browser, you can also find it on my personal site. There are also 7 interesting links, including 3 job opportunities, to check out at the end of the email. If you prefer this format (or not), would you mind letting me know? Thanks! Alfred P.S. One week countdown to some exciting news! --- Don't Just Do More In the first few years of my career, I thought the way to get more results is simply...
Hi there! I have some exciting news to share in about two weeks, so keep an eye out for it! Any guesses? :) A new essay One of the most important improvements in my area of work at Buffer has been bridging the gap between our marketing team and our product teams. Since we managed to find some successes, I thought I'd share what has worked for us and what didn't. If you are hoping to collaborate better with your product team, I hope you'll find this essay useful. What I read and watched this...
Hi there! I'm keen to get back to sending my newsletter regularly, and here's the first one for 2021. I'm not sure what's the best format yet, so expect it to change. Feel free to share what you like or dislike about the newsletters. A new essay I recently chatted with a startup founder about marketing. When I was preparing for the chat, I had the chance to consolidate some of the ideas I have had in my mind for a while. The founder said the session was very useful. So I thought I'd write...