Rent to own

Your audience (and success) is a moving target. [View Message in Browser]( / [Add Us to Safe Sender List]( WEEKLY NEWS 8.16.24 WEEKLY NEWS 8.16.24   FEATURED [21 Great Ideas To Get Your Content Audience To Take Action]( By Ann Gynn How do you create content that converts into profitable actions? Consider these 21 tips from experts presenting at Content Marketing World. Interestingly, they have different ideas of what to put at the top of your list. [Read more](  READ OR LISTEN TO MORE OF THE WEEK'S BEST STORIES: [How AI Grades for Influencers Help With Brand Safety]( by Content Marketing Institute Team One-fourth of U.S. companies say influencer spending will take 40% of their total marketing budget. How can brands invest in social media personalities who aren't likely to enter into risky political talk? New AI tools can help. [7 Ancient Archetypes That Can Give Your Content Fresh Relevance]( by Jodi Harris Sequels, prequels, and reboots abound. Why? Storytelling around recognizable themes has built-in resonance. Explore the seven archetypes with inspiring B2C and B2B examples before you launch your next content marketing initiative. [Can You Rent Success by Publishing Beyond the Website?]( by Robert Rose Deliver valuable content experiences beyond your website, but don’t abandon your owned home. Here’s how to revamp your “rented” properties — while maintaining and improving your owned channels. [ICYMI: This Is How To Make B2B Influencer Marketing Work [Chief Content Officer]]( by Michael Estrin Influencers can add rocket fuel to B2B campaigns. For the best results, choose your partners carefully, cultivate talent, and insist on authenticity.  A NOTE FROM ROBERT ROSE Rent the runway “Success is never owned. Success is only rented, and the rent is due every day.” That quote from Rory Vaden’s book Take the Stairs always struck me as a little off. It reminds me of that tired old axiom: “No pain, no gain.” Both sayings suggest that success will always be a struggle. And if you’re not feeling the struggle, you should question whether you’re doing enough. That’s a very unpleasant way of looking at life. But once I read Vaden’s book, I took a different meaning from it. The phrase is part of what Vaden calls the “rent axiom.” Your success — whether in improving your health, creating a thriving business, or achieving financial security — isn’t a single destination. It’s a spectrum. “No matter where you are on the spectrum of discipline,” Vaden writes, “you can improve and grow. Likewise, you also have some parts [already] figured out.” In other words, he’s not saying permanent success isn’t achievable or that you have to struggle every day to attempt to get there. He’s saying that the rent due every day is the discipline to try to improve your situation — no matter where you are. I like that worldview better. In a previous article, I explained why the shifting sands of modern content and marketing have some industry experts suggesting a “beyond the website” approach to content strategy. I argued that the [real driver of owned media]( content is to create differentiated ideas that make people believe. Increasingly, however, methods for attracting those people to that ecosystem are changing. For years, marketers have used content to garner enough attention to earn a click from social or search back to an owned property. But today, people who find your content on rented channels may not be offered anything to click on. You have to deliver value at that precise moment to be noticed and remembered. Delivering valuable content experiences beyond your website is now imperative — and that’s putting increased pressure on marketers to revamp their “rented land” properties. Leaning heavily into rented land may feel uncomfortable. But that’s where the market — and the opportunity to get better — lies. Now, I still stand by this mantra: “Don’t build your home on rented land.” Your owned media — where you control the display and targeting and ultimately build a direct relationship with your audience — should still be your program’s primary focus. But it’s no longer the place to answer questions you pose on external platforms. Instead, it’s the place to provide the best next (and scarce) answer after you’ve addressed the original question on the external platform. I explore ways to make this new model work in [Rose-Colored Glasses]( this week. [I’d love to hear what you think of it](mailto:robert@contentadvisory.net?subject=Renting%20success&elqTrackId=CC81478BCF0D68D70382007A119ADF49) — and where you might need help. Remember, it’s your story. Tell it well. Robert Rose Chief Strategy Advisor Content Marketing Institute Robert Rose Chief Strategy Advisor Content Marketing Institute Would any of your colleagues or friends benefit from Robert's weekly updates? Please invite them to [subscribe]( here.  A WORD FROM ONE OF OUR SPONSORS Creativity as a Catalyst for Business Growth Businesses that foster creativity are more likely to succeed, according to a new study by Harvard Business Review in partnership with Canva. Download the report to learn how. [Download now »](  MORE FROM CMI Starting Next Wednesday: MasterTHIS: Content Strategy It’s the second half of the year. How’s your content strategy performing? Join us as we check strategies, workflows, and performance to determine what’s on track and what may need a midyear tune-up. Register for this free digital event to fuel your content team with new ideas and inspiration as they close out 2024 and plan ahead for 2025. [Register now »](  Next Tuesday: Creating a Video Strategy for 2024 and Beyond Sixty percent of marketers say they need a video strategy to gain better results from their videos. So why is it so difficult to create and execute one? On an all-new episode of Live With CMI next Tuesday, August 20, at 1 p.m ET, Grainger’s video team lead Bean Porter joins hosts Amanda Subler and JK Kalinowski to talk strategy, tips on creating the best video content, distribution advice, measurement help, and more. [Tune in here »](  Was this email forwarded to you? Please [subscribe here.]( To change your email preferences or unsubscribe, visit our [preference center.]( Copyright © 2024 Informa Connect, All rights reserved Content Marketing Institute, an Informa Connect brand 605 3rd Ave | New York | NY 10158 [Terms of Service]( | [Privacy Statement]( [informa tech]