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Mastering Your Content Strategy with Ann Handley of MarketingProfs

The rules of marketing have changed considerably in the last decade (heck, even the last couple of years). With Google essentially dictating how brands are found online, it’s become essential to have a comprehensive inbound marketing plan that prioritizes content creation and routinely engage with your primary audience.

No one knows how the world of marketing is changing — and how to adapt to those changes — better than Ann Handley, Founder and Chief Content Officer of MarketingProfs.

Ann’s training and consultative service has become one of the ultimate go-to marketing resources for professionals in just about every industry, as it offers top tips and insights that can help them get their content plans off the ground and the resources needed to build and sustain long-term content marketing efforts.

For the past 15 years, Ann has been dedicated to aiding businesses, organizations, and other entities with their quest to learn the tricks of the content trade that can get them noticed not only by search engines, but by their target demographics.

Ann has certainly made quite the name for herself in the marketing sphere and built her own personal brand by being genuine and providing immense value to likeminded professionals. But she also knows it takes some convincing for many companies today to buy in to the content marketing philosophy.

If you need help formulating a comprehensive content marketing strategy that reaches the right people and generates the right leads — or help persuading your CEO now is the time to finally do so — you’ve come to the right place.

In this edition of the Craft of Marketing, Ann and I discuss the marketing’s evolution, including how she recognized content was the future of the industry, the way she structures (and improves) her business, and how brands are finally starting to wise up to the vast benefits of creating valuable content.

Listen in for an honest account of what marketing is all about. The tips, hacks and strategies that professionals share with each other but rarely talk about in public.


  • It’s (finally) becoming widely accepted that everyone is a content creator
  • Though the transition to content marketing can be painful, it’s necessary
  • Showing you care about your customers’ pain points through your content is vital
  • Listen to your audience closely and they’ll help you form your content strategy
  • Identifying the right people for your content marketing team is half the battle
  • Trying multiple tech tools is how you’ll find the best ones that streamline your work
  • Just getting out of school? Learn the marketing literature you need to read



Ann on Twitter

MarketingProfs on Twitter


Everybody Writes Book


Content Rules Book


  • Launch a Beautiful Real Estate Website in Minutes for Only $10 Per Month
  • Contactually The Social CRM That Helps You Track All of Your Conversations on the Web

Music & Production

Sound Engineering by Johnny Ronci

FreeSpit (Instrumental) by The Impossebulls

Live dublab “Sprout Session” by Puro Instinct

Hallon by Christian Bjoerklund

If you like this this show, subscribe to it on iTunes, and leave a review.

The feedback is super helpful for me and helps other people find the show. I actually read them.

Thank You!

This is a labor of love, something I’ve done offline for decades and now get to share my curiosity with you. Thanks for listening to the show and to Ann for being an amazing guest! Oh yeah, thank Ann on Twitter, I know she’d appreciate it.

If you have any thoughts or suggestions about this episode, let me know, and if you like what I’m doing here, please share generously via the social media buttons on this page!

Warmly, Seth