Heidi Cohen Interviews Dayna Rothman
Focus on relevancy. When you are creating content and other marketing programs, focus on what is relevant and interesting for your audience.
Today’s buyers expect a higher level of personalization—they expect you, as the marketer, to know everything about them and to serve content that suits their needs. This is not a one and done process, as a marketer, make sure you are always testing your content and programs to determine that sweet spot.
What was the inspiration for your book?
Providing an easy, readable, and actionable guide for creating a cohesive, multi-channel lead generation strategy. There are lot of moving parts to lead generation and a lot of disconnected information out there. I wanted to create something that helped marketers of all skill levels think more strategically about multi-channel lead generation.
What is the key concept behind your book?
The key concept behind the book is creating a multi-channel lead generation program for your business—whether it is small or large. I was actually asked to write the book by Wiley, the publisher of the Dummies series. They were familiar with my content from Marketo and viewed Marketo as a thought leader in the area of lead generation.
What do you want readers to take away from your book?
I want them to understand that lead generation is both multi-channel and full-funnel. You need to think about lead generation as a holistic part of your entire marketing strategy, and not in isolation. I think that people reading my book will find that lead generation is easier to tackle than they thought if they follow the steps I outline.
How do you describe yourself professionally?
I am a content strategist that has lead Marketo’s content marketing strategy for the past 3 years. I am extremely passionate about educating marketers about content marketing and lead generation, and I am passionate about creating content.
What are 1-3 books that inspired your work/career?
- Content Rules, Ann Handley
- Made to Stick, Chip Heath and Dan Heath
- Crossing the Chasm, Geoffrey Moore
What is the biggest challenge that you’ve had to overcome in your life or career?
When I was 25, I packed up everything and moved to California from Connecticut for a change of scenery. I had no friends and barely any job prospects. I lucked out, met some great people (my husband included), and was able to move my way up professionally. I had a lot of interesting jobs, and finally found marketing to be my sweet spot—and content marketing in particular. I think that it has been my passion and drive that has helped me succeed and I am lucky to find myself in a fantastic position, at a great company, doing really exciting work.
What’s something unusual or fun that most people don’t know about you?
I’ll give you 2 things:
- I sang in a punk band when I was 16
- I ran a laser hair removal clinic in CA when I was 25
Is there a piece of content, a social media campaign or a marketing campaign that you worked on that you’re particularly proud of?
Here are a few:
- Name: Dayna Rothman
- Company: Marketo
- Blog: blog.marketo.com
- Book(s): Lead Generation for Dummies
- Twitter: @dayroth
- LinkedIn: https://www.linkedin.com/in/daynalrothman
From leading content entrepreneur,
Joe Pulizzi, and the team at The Tilt.
Get access to everything you need to go from content creator to content entrepreneur.
Work at your own pace, online classes for anyone looking to grow their content business.
Now there are two ways to get Heidi Cohen’s Actionable Marketing Guide by Email:
Signup for the weekly Actionable Marketing Newsletter and get a roundup of of the week’s posts, plus extra content you won’t find on the website, plus a free e-book: What Every Blogger Needs to Know – 101 Actionable Blog Tips
Want to check out the newsletter before you subscribe. Well, you can – Just visit the Actionable Marketing Guide newsletter archive.
Subscribe to receive notice of each new actionable marketing post delivered free, directly to your inbox.
Actionable Marketing Guide publishes new posts from 2 to 5 times each week. You will receive a summary of each new post from “Heidi Cohen”. The email’s subject line will begin “Actionable Marketing Guide” followed by the title of the new post.