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Attention Arbitrage: When Narrow Ideas Are Perfect With ZoomInfo’s Sam Balter

“Be flashy!”

“The more creative, the better!”

“Don’t pitch it unless it’s a brilliant idea!”

Have you ever encountered any of the statements above? You might be suffering from the misconception that marketing is only meant for creative people. Side effects might include: burnout, lack-luster content, and un-passionate marketers.

All jokes aside, creativity isn’t the only pre-requisite for the marketing field. Some of the most innovative and creative marketing campaigns come from brands in unexpected spaces, and we’re breaking them down in this episode of AMP: The Amplified Marketing Podcast.

Casted CEO, Lindsay Tjepkema chats with Director of Editorial Content at ZoomInfo, Sam Balter about his views on the state of content marketing today. What's working, what's not, and where he sees new opportunities popping up like Attention Arbitrage.

 

Digging into Key Takeaways

For each episode, we like to highlight some key takeaways. Think of it as a podcast outline or live show notes. Here are just a few of the takeaways that really stood out to us in this episode.

The Highs and Lows of a Content Calendar 🎢

Oh the beloved content calendar! Or dare we refer to it as… the content marketer’s survival guide? By allowing management to know what the Marketing team is doing,  aligning marketing to product launches, and syncing up goals for the sales team, the content calendar is the one-stop-shop for productivity in a content marketer’s eyes. But have we put too much emphasis on the calendar and not enough on the spontaneity of marketing? It’s time to go back and balance your pressure on that calendar.

Focus on Attention Arbitrage 💸

“What is ‘Attention Arbitrage’ and why is it so important?”… said no content marketer ever. It’s a process that we do quite often in our field, but we now might have figured out a new name for it. This process occurs when a marketer observes price differences in different channels for the same content, then makes the decision of when to temporarily spend money running that ad in a high-risk channel. See, doesn’t that sound quite familiar?

Create a Space Where Marketers Can Fail and Learn from Mistakes 👏

Here’s a riddle for you: What is one activity that we encounter everyday, especially salespersons? Give up yet? Answer: Failure. Maybe it’s a connect call that didn’t go as planned. Or you talked about a product feature in the wrong way. But does that stop salespersons from repeating the process and progressing towards success? Nope. Take this same approach with your content marketing team. Maybe it’s a campaign that the CMO doesn’t completely believe in. Or perhaps the cutting of a piece of the interview for length's sake. Take the data you see from those “failures” and grow your trust with them. 

Interested in More from ZoomInfo?

Interested in learning more from Terminus, tune in to the Talk Data To Me podcast here

Want to skim through Sam’s episode instead of listening? Read the transcript here

About Season 1 of AMP: The Amplified Marketing Podcast

Welcome to Season 1 of The Amplified Marketing Podcast, where we get into the challenges that content marketers face by talking with the brands who are already knocking down obstacles and raising the quality of their content with amplified marketing. In each episode, we uncover the best strategies for creating meaningful content and then getting the most traction from that content by wringing it out and amplifying it across all channels. Not only do we dive into amplified marketing components and reveal just how much of an impact this new approach to content marketing can have on your business, but we also explore all the ways amplified marketing makes life easier and more efficient for the content marketers struggling to be creative and relevant, and cut through all the noise.