The four types of vampires that drain marketing efforts, from content creation to ROI, and how to successfully defeat them.

1. Four types of
VAMPIRES
draining your
marketing
(and their wooden stakes)

2. THE CONTENT DRACULA
Content Dracula drains life out of
marketers by shifting their content
creation focus to quantity over quality,
exhausting them. Often the content result
is shallow and the shareability is low,
leaving marketers tired and frustrated.

3. How to defeat Content Dracula
To beat Content Dracula and keep your content
machine running strong, focus on quality over
quantity. Seek first to understand - listen to your
audience to understand what content will be valuable
to them. Then, ease the stress of creating quality,
shareable content by tapping into your influencers.
Quick and painless tips:
Share influencers' existing content in a roundup
blog post
Ask a simple question via Twitter, then share
their answers in a piece of content
Reach out to influencers for guest and co-created
content

4. DUCHESS OF THE SILO
Duchess of The Silo always attacks when
the group is separated. She makes it hard
to break down walls between
departments. Communication is severed,
business goals are misaligned, confusion
ensues, and departments across the
organization, especially marketing,
function less efficiently.

5. How to defeat DUCHESS OF THE SILO
Marketing can take the lead in defeating the
Duchess, breaking down the silos allowing the
organization to function at full efficiency. Rally the
team around marketing strategies - thanks to social
media, marketers, sales managers, customer service
reps, and partners are all brand ambassadors.
Quick and painless tips:
Support sales as "micro-marketers" in social selling,
influencer engagement and content creation
Expand your community management efforts to help the
executive team become influencers
Allow your team to experiment with social media - be
accepting of possible failure, then learn and optimize

6. MADAME CYCLONE
Madame Cyclone keeps marketers in a
cyclical pattern, engaging with the same
group of influencers, only minimally
expanding their audience. She scares
them away from their influential
detractors, stunting growth and holding
back the potential for success.

7. How to defeat madame cyclone
Consider relationship vs impact.
Nurture your influential evangelists,
but then quickly move to engage
influential detractors and those who
don’t yet know about your brand to
make the biggest impact.
Quick and painless tips:
Understand and respect detractors' viewpoints, don’t
just give them the company’s party line
If you can’t get through to someone, find their
influence network - build awareness and positive
brand perception that way
Don’t just hide behind a corporate handle, engage
with detractors personally, too

8. Count ROI
Count ROI stresses everyone out about
how to measure metrics and validate
social media strategy. With social media
budgets expected to double by 2017,
marketers can fall victim to vanity metrics
and measurements that provide no value
in capturing success and optimizing
programs.

9. How to defeat count roi
Overcoming Count ROI is a topic abuzz. Instead of
trying to capture everything or get trapped in vanity
metrics, take time to figure out which metrics actually
make sense given your goals. ROI can be shown
when you define what matters and flush out the
metrics that make sense.
Quick and painless tips:
Define success metrics and measurement
methodology at the onset of your program
Set achievable goals
As you measure, stay open to unexpected results
that provide insights and can inform future
initiatives

10. FOR MORE SCARY-GOOD RESOURCES
• Read more about engaging influential dectractors
• Find out how to overcome the hurdles in adopting influencer marketing
• Learn about creating executive influencer programs
• Get our framework for an influencer and content strategy