Key Post Highlights
> Ross Simmonds and strategic content creation
> Andy Crestodina and the value of organic search
> Blippi and creating a recognizable brand
> Pauleanna Reid and the power of storytelling
In the past couple years, we’ve seen so many personal, professional, and business interactions move online. With 2023 already here and happening, I’ve been thinking a lot about how we all are continuing to hopefully cope and innovate around these never-ending digital changes.
It’s important for all of us to stay on top of the way that the marketing industry, trends, and best practices are evolving. With the launch of CareContent’s new-and-improved blog, I’m going to be sharing some of my thoughts in bite-sized, packing-a-punch posts as a part of the series “CEO Vitamins.”
Like a vitamin, I hope this series supplements your regular learning diet and can give a boost to what we all think is possible.
I thought I’d kick these posts off by sharing 4 of my favorite digital marketing influencers.
1. Ross Simmonds
He gets content creation. He understands that it’s a strategic asset, not just something you drop on a treadmill and start pumping out.
My goal is to always be looking at how we can help our clients meet a goal. How can we help them do something that matters to their business as well as to their audience? Ross Simmonds provides great insight and understands the power of content as the centerpiece of any digital marketing effort. There’s something we can all take away from his expertise.
2. Andy Crestodina
The second digital marketing influencer I follow is Andy Crestodina. Andy Crestodina is a thought leader on content marketing and web design who I have admired since I started this company. I love his 13 point guides to a homepage and a newsletter and stuff like that. I like him because he gives such actionable steps for how you rank well in organic search.
Your healthcare organization needs its web presence to reach patients, providers, and healthcare professionals.
I’ve unofficially adopted him as a mentor. I used to do office hours with him when I was really starting out, and he basically helped develop the templates we use and the rules that we follow around SEO.
I call him every now and then and have meetings with him just to pick his brain. His company, Orbit Media Studies, is up in Ravenswood in Chicago, but he’s a nationally known keynote speaker at international conferences. I’m honored he still takes my phone calls.
The third digital marketing person isn’t in healthcare and he’s not corporate, but I’m just amazed at what he’s done and how well he’s done it — it’s damn Blippi.
If you have a child, then you have heard about Blippi. Blippi is a Hollywood exec turned children’s YouTube character who generated $20 million in revenue off his YouTube channel, affiliated merchandise, and live shows — just by creating a bunch of videos on YouTube that kids are basically addicted to.
This is a man who knows what he’s doing, and I loved reading the story in Forbes about how meticulous he was when crafting his persona so that kids would know how to easily say his name. A name like Blippi — it works. Kids don’t stumble over it, they memorize it. It’s very recognizable.
Blippi was deliberate with everything, from how he crafted the colors of his clothing to the cadence of his voice. I am amazed at how his presence has grown. He has a very sticky factor among children that has allowed him to branch out into merchandise, book bags, toys, downloadable content on his website, and even live shows.
Plus he has like a billion followers. He’ll make a video — like “Everything Kids Should Know About Dump Trucks.” This video will be 2 hours long, and these kids will sit there and watch this for 2 hours and literally become experts on dump trucks. They’re not just idly watching; they can recap key messages and retain the information. It’s very fascinating how he’s managed to do all of that.
4. Pauleanna Reid
A fourth digital marketing influencer — who’s actually very new to me — is Pauleanna Reid. She writes about women leaders for Forbes, but she also has her own agency called Writer’s Block where she ghostwrites for celebrities. And not just ghostwriting books, but also speeches and presentations.
I’m really interested in her take. I follow her YouTube channel where she shares videos ranging in length (from one minute to one hour) and content. She covers everything from making sure that content creation becomes a brand asset to how you tell your story and drive your brand. I’m loving her so far.
Why Follow Influencers In 2023?
There are a lot of influencers online that I just don’t understand — and don’t plan to follow. It seems like anyone with a smartphone and a pretty face can get famous on Instagram. I’m not here for the people who are influencing me to buy the newest skin care product or TikTok-trending leggings.
I’m here for the people who are really influencing the marketing industry. Whose expertise and guidance can help us connect people with the content that can change — or save — their lives.
Digital marketing influencers are the people to watch when it comes to how trends are changing and where the field is going. By keeping our eye on what these influencers are doing, we can all learn something and push the envelope on what is possible.