On November 9th of last year, I published a blog titled “Kill Your Darlings” in reference to a talk I gave at Potomac’s Remix Conference–which signaled the end to many of the fan-favorite components of our marketing.
In a matter of weeks, we announced the return of several of those components. So, what gives?
While this may seem like our “Coca-Cola Classic” moment, it is actually much more nuanced. Everything I said about the value of our time, the effort of our marketing, and what we prioritize moving forward remains true. We’ve used this time to reset our approach to making content, the expectations around it, and our ultimate goals. Let’s break it down.
What’s Coming Back?
If you haven’t seen the video, Industry Gossip is imminent. Football bets aside, there are reasons the show is coming back (which you’ll soon see) but that doesn’t mean it will be the same. The show was designed to be fun, not the monthly expectation / huge drag on our time it became. No more. You’ll see it quarterly–ish.
Last week you got a new look at Who Charted? In webinar form, it let our crew take a new approach, providing a richer experience and a deeper dive into the charts. The show is back to stay but will continue to evolve. More news from Research by Potomac in the weeks to come.
What’s New?
Potomac’s Marketing Team is staffing up and we’re preparing for battle. No longer a special forces unit, we’re building Allied Command Operations–although Manish told me I cannot refer to myself as the Supreme Allied Commander. Sigh.
Anyway, there is a new show in the works. It is bigger than anything we have done to date and unlike anything you’ve ever seen in the industry. Yes, this is a tease.
I mentioned Research by Potomac, and there is an exciting new approach to written content in development alongside our video. Expect a mix of blogs, white-papers, and new interactive content that reimagines traditional market perspective.
Like anything, much of what we do is behind-the-scenes. From Ads, Postcards, Email, and Social, the devil is in the details. This is where our armed forces will make a huge impact. Commotion needs promotion.
What’s (Still) Dead?
X.com (Twitter). We’re done.
What’s The Goal?
Layered.
- Like always, eyes-on-brand. If you’re an advisor, you should know about Potomac. We’ve always punched above our weight, but that looks different at $1.4+ Billion than it did at $140+ Million.
- Old-school marketing. We’ve got a Sales Team, they need leads. We use Hubspot, we score leads, we have workflows, and we have follow-ups. If you’re reading this, you’re probably in there somewhere. If you want to juice it, fill out the form at the end of this blog. We see you.
- Getting better. While we’ve built a series of dashboards to measure everything we do, so many marketers lose themselves in the details. Don’t overcomplicate it. If it works, double down. If it doesn’t, move on.
Even when you enjoy it, if your marketing takes more than it gives, kill your darlings. Take a step back, reprioritize, and then say hello.
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