Ginger Conlon; Chief Editor & Content Strategist at MKTGinsight.com & CustomerAlchemy.net. Customer experience, content marketing, sales, and marketing strategy, CRM, social marketing, customer engagement, and loyalty topic
WHAT LED YOU TO START WORKING IN DIGITAL/MEDIA PUBLISHING?
I’ve been in publishing for more than 25 years. When I was managing editor of Sales & Marketing Management magazine in the late 1990s, the editor who launched its website left and we needed someone to oversee it. I volunteered. I recognized the potential of the Web and wanted to be a part of it. I bought a book on HTML, taught myself the basics, started posting content, and eventually oversaw the site’s relaunch. I also encourage our publisher to run advertising on our site, which delivered consistent quarter over quarter growth.
WHAT DOES A TYPICAL DAY LOOK LIKE FOR YOU?
My days vary based on what deadline is looming, but it tends to be a mix of editing and writing, speaker outreach for the various events I’m working on, prepping for or conducting phone or video interviews, tracking news and social sites, and posting/responding on social sites. No day would be complete with responding to and sending, scores of email.
WHAT’S YOUR WORK SETUP LOOK LIKE?
I’m a Mac person, so I work on a MacBook Pro, which I love. As for apps and tools, I recently wrote a blog post launching MKTGinsight. The post led with my personal “martech stack,” which includes:
- 1 CRM
- 2 office suites (Microsoft, Google)
- 3 productivity tools (Slack, Quip, Workflowy)
- 2 design apps (Canva, Piktochart)
- 2 website hosting providers (WordPress, Wix)
- 6 social media sites and one social media posting and analytics tool
- 5 email addresses and 3 ESPs
- 1 survey tool (Survey Monkey)
- 1 online accounting tool
- 2 web analytics providers
WHAT DO YOU DO OR GO TO GET INSPIRED?
I love attending conferences and talking to marketers. Their goals and challenges inspire me to think creatively about how I can present content that will help them move forward. Many of the speakers are inspiring, as well–especially those who have succeeded by thinking differently or, by thinking differently inspire others.
I also get inspired when I run or walk my dog. I do both in a park along the East River in New York City. The surroundings take me out of the day to day. Plus, when I need a distraction from running, I’ll sometimes think about projects I’m working on. It’s a great way to bring a different focus to problems or opportunities.
WHAT’S YOUR FAVORITE PIECE OF WRITING OR QUOTE?
My favorite quote that relates to marketing and customer experience–my areas of focus–is by Sam Walton, founder of Walmart: “The customer can fire everyone from the CEO on down simply by spending his money somewhere else.” It’s a blunt reminder of how important it is to put customers at the center of your business. Do that and profits will follow.
WHAT IS THE PASSIONATE PROBLEM YOU ARE TACKLING AT THE MOMENT?
When I think about all the change and pressures marketers are dealing with today, I imagine how overwhelming it must be at times. My goal with MKTGinsight is to help marketing leaders through that change management. I want to be like the Jillian Michaels or Tony Robbins of marketing, helping marketers transform to their most fabulous selves, and to take their operations to new heights.
IS THERE A PRODUCT, SOLUTION OR TOOL THAT MAKES YOU THINK IT IS A GOOD DESIGN FOR YOUR DIGITAL PUBLISHING EFFORTS?
Atop my wish list is ion interactive, which provides everything from assessment tools, dynamic ebooks and landing pages, and the like. The tools I’ve listed above are a good mix and do the job I need at this time.
ANY ADVICE FOR AMBITIOUS DIGITAL PUBLISHING AND MEDIA PROFESSIONALS JUST STARTING OUT?
Carve out your niche and own it. Do not underestimate the power of personal branding. When your readers think of your niche, will they think of you first?
On the practical side, take the time to do your research before committing to tech tools and digital publishing solutions. Make sure your goals are set and clear and then find tools that will help you best meet them. Check out the shiny objects (you need to know the trends), just don’t get distracted by them.