Slow Marketing: How to Deliver Faster Results by Slowing Down

After hearing Ann Handley introduce the idea of slow marketing at Content Marketing World in September, I asked her to stop by #ContentChat and share the idea with our community. If you’re intrigued by what you see here, Ann’s shared more on the topic in posts for MarketingProfs and IBM. I’m expecting we’ll hear even more about it at the MarketingProfs B2B Forum conference in a few weeks. If you’re going to be there, drop me a line so we can meet up!

Q1: Is quality over quantity something you strive for when it comes to content?

A2: Yes. Although quality and quantity in content can co-exist. The 2 aren’t mutually exclusive. #contentchat

— Ann Handley (@annhandley) October 3, 2016

A1: Most definitely. Want to make it interesting for your audience. You don’t want to be one of those content farms. #contentchat

— MioDatos (@MioDatos) October 3, 2016

@MaureenOnPoint You won’t win people over with junk. They will think less, not more, of your content. #ContentChat

— Josh McCormack (@joshmccormack) October 3, 2016

Been aiming to increase quantity over the past year while also maintaining quality— the most important thing! #ContentChat https://t.co/NAV4O81Mr0

— Sarah A. Parker (@SparkerWorks) October 3, 2016

A1 Always and forever, even in my game freelancing. Quality is king; quantity is the court jester. #contentchat https://t.co/KyoW65gz7x

— Ben H. Rome (@bhrome) October 3, 2016

A1: Definitely quality. A daily white paper or blog post isn’t necessarily going to make me buy your product or svs #contentchat

— LAD●NNA (@ladonnajonze) October 3, 2016

A1: The problem is we something forget that “quality” just means “what customers value.” What will people thank you for? #contentchat

— Ann Handley (@annhandley) October 3, 2016

A1: Content can be “good” quality, but if it’s not good for the intended audience/market, it’s not good marketing. #contentchat

— Shelly Lucas (@pisarose) October 3, 2016

A1: Quality over quantity is key. It’s much better to provide your audience with the best than a bunch of crappy content. #ContentChat

— Express Writers (@ExpWriters) October 3, 2016

A1 Unfortunately content machines CAN work, but the time you put in to creation reflects the quality of audience you gain. #contentchat

— Derek Pillie (@dpillie) October 3, 2016

Post this on your wall, next to your #contentstrategy #ContentChat “What will people thank you for?” @annhandley https://t.co/TeE80ur7uC

— Debbie Schwake (@SpiceDebbie) October 3, 2016

A1: I like my content the way I like my wine- quality over quantity 🍷#ContentChat

— Amy Higgins (@amywhiggins) October 3, 2016

Q2: What is “Slow marketing”? And how does it help in the pursuit of quality content?

A2: Slow marketing is a strategy, approach that calls for slowing down at the right moments. #contentchat

— Ann Handley (@annhandley) October 3, 2016

A2: Is a slow cooker analogy here appropriate? It takes longer, but the meat [your content] is more tender and tasty #contentchat

— Dennis Shiao (@dshiao) October 3, 2016

“Slow Marketing” is like “Slow Cooking”: it takes longer but the results are Michelin star quality! #ContentChat

— Wayne Hendry (@ideakid88) October 3, 2016

As I’m defining it now, slow helps us strategically focus on what matters that, in the long term, accelerates growth. #contentchat

— Ann Handley (@annhandley) October 3, 2016

A2: Slow marketing means spending more time on awesome, considering every piece as you would a piece of art. #ContentChat

— Maureen Jann (@MaureenOnPoint) October 3, 2016

Strategic tortoising, I like it. 🐢🐢🐢 #ContentChat https://t.co/ytuTy5msqE

— Sarah A. Parker (@SparkerWorks) October 3, 2016

@SparkerWorks Exactly. A tortoise catching a frisbee is my spirit animal for slow marketing! #contentchat

— Ann Handley (@annhandley) October 3, 2016

A2: I’m a big fan of “slow marketing.” Taking more time to refine your content can distinguish you from the “me too” crowd. #contentchat

— Shelly Lucas (@pisarose) October 3, 2016

A2: Slow marketing isn’t just about content — it’s an approach across business functions. But it fits nicely with content. #contentchat

— Ann Handley (@annhandley) October 3, 2016

A2: Have to balance the differentiation of polishing well thought-out content with opportunistic advantages (hot topics). #contentchat

— Shelly Lucas (@pisarose) October 3, 2016

A2: I’m with @annhandley – in marketing as in writing, we sometimes must slow down to be effective #contentchat

— Anne Janzer (@AnneJanzer) October 3, 2016

Q3: Why should we get slow as marketers? Won’t we become roadkill?

A3 – better roadkill on the right road than speeding on the wrong one #ContentChat

— Anne Janzer (@AnneJanzer) October 3, 2016

A3 I say: slow is good, but don’t go SO slow that colleagues question your productivity. #contentchat

— Dennis Shiao (@dshiao) October 3, 2016

A3 I say: slow is good, but don’t go SO slow that colleagues question your productivity. #contentchat

— Dennis Shiao (@dshiao) October 3, 2016

A3: There’s always a balance between careful consideration and the pace of business. But good results come from thoughtfulness #contentchat

— Maureen Jann (@MaureenOnPoint) October 3, 2016

A3: Slowing down your marketing does not mean that you stop. It means a breather for you and contemplation for your customers. #ContentChat

— Wayne Hendry (@ideakid88) October 3, 2016

A3 Yes. But again, the idea behind slow marketing isn’t about doing everything slow – just the things that require it.
#contentchat

— Ann Handley (@annhandley) October 3, 2016

A3: We rush to publish thinking our audiences can’t wait for new content. Not so – unless you nail it. Slow to hone resonance #contentchat

— Ardath Albee (@ardath421) October 3, 2016

Content is a slow game. I don’t think the best content happens quickly. And it doesn’t happen in a solo or vacuum. #contentchat

— Ann Handley (@annhandley) October 3, 2016

A3: It takes time to set the strategy, uncover your why, hone customer empathy, create stories that truly set us apart. #contentchat

— Ann Handley (@annhandley) October 3, 2016

A3: Is it consistent publishing that helps people remember you or publishing memorable content? #contentchat

— Ardath Albee (@ardath421) October 3, 2016

Q4: How do we get slow as marketers?

A4: Take the time to thoughtfully plan your content strategy – those who do, win. A little slow, then speed back up to execute #contentchat

— Ardath Albee (@ardath421) October 3, 2016

A4: To me the first step is honing customer empathy. #contentchat

— Ann Handley (@annhandley) October 3, 2016

A4: People need to focus on meaningful results in reasonable cycles. #ContentChat

— Josh McCormack (@joshmccormack) October 3, 2016

A4. Get your ducks in a row – ID your audience, tone, content mediums, platforms and topics. Map out what is launching & when #ContentChat

— Brian McKay (@thewordofbrian) October 3, 2016

A4: Take the time to start with strategy. Know your perfect customer’s persona. Be relevant and helpful. @SFerika @annhandley #ContentChat

— Debbie Schwake (@SpiceDebbie) October 3, 2016

A4 Don’t be so quick to start writing. I sometimes spend a few hours with notepad and pen before I get to the keyboard #contentchat

— Dennis Shiao (@dshiao) October 3, 2016

A4: I know “empathy” is one of those words that tossed around a lot. But it’s at the heart of great marketing. #contentchat

— Ann Handley (@annhandley) October 3, 2016

A4: Getting slow=taking the time to get the nuance. To add depth and detail to the documents that drive the content we create #ContentChat

— Maureen Jann (@MaureenOnPoint) October 3, 2016

Are you framing your marketing, your bigger story in a way that offers real value for the customer?
#contentchat

— Ann Handley (@annhandley) October 3, 2016

A4: Are you marketing programs based on real insight, or just hunches or (worse) clichés? #contentchat

— Ann Handley (@annhandley) October 3, 2016

@annhandley …or because the CEO said we should create X, or we always have done Y… #ContentChat

— Erika Heald (@SFerika) October 3, 2016

@SFerika Yes. We need to be allergic to any sentence that starts with “We’ve always…..” #contentchat

— Ann Handley (@annhandley) October 3, 2016

A4 Sounds like @KMullett‘s HELP paradigm is relevant: Humanize your message, Encourage conversation, Listen first, Promote less #contentchat

— Derek Pillie (@dpillie) October 3, 2016

A4 For me it sounds like understanding your audience is really the first step in slowing down. Listen, understand, then create. #contentchat

— Derek Pillie (@dpillie) October 3, 2016

A4: Do the slow work of hoarding data, research so you can do put yourself in your audience’s shoes. #contentchat

— Ann Handley (@annhandley) October 3, 2016

A4: And more than that: You can be in their socks, shirts, pants, hats, too. 😀 #contentchat

— Ann Handley (@annhandley) October 3, 2016

@thlittleartiste @dshiao I set aside research time, and I clip interesting resources/research/etc. into @evernote daily. #ContentChat

— Erika Heald (@SFerika) October 3, 2016

Q5: What inspired you to start this “slow marketing” movement?

A5: We are impatient; & marketing often has a credibility issue. I want to empower marketers to create sustainable programs. #contentchat

— Ann Handley (@annhandley) October 3, 2016

A5: And for 3 reasons: Because I want us to sustain our marketing programs. 2. To elevate Marketing within our orgs. And…. #contentchat

— Ann Handley (@annhandley) October 3, 2016

3. To sustain ourselves as people—because we are proud of what we create. #contentchat

— Ann Handley (@annhandley) October 3, 2016

Q6: What are some examples of companies embracing and excelling at slow marketing?

I love GE commercials. 1st batch abt being a digital co & latest batch abt being industrial. together they tell a well-rounded story. https://t.co/lP3xQqeIgj

— LAD●NNA (@ladonnajonze) October 3, 2016

A6: @informatica and @gusto (shared at #cmworld). Also Zingerman’s deli (speaking of food). #contentchat

— Ann Handley (@annhandley) October 3, 2016

A6. Not sure if they are ‘slow marketing’ but in the UK, @innocent are excellent at their content.
(Pls send freebies) #ContentChat

— Brian McKay (@thewordofbrian) October 3, 2016

A6: @mailchimp comes to mind, too. #contentchat

— Ann Handley (@annhandley) October 3, 2016

A6 Iceland Tourism Board is great at that. Great a catering message to specific groups , very friendly organization #contentchat

— Phil Siarri (@philsiarri) October 3, 2016

Q7: What resources/tools can help us slow down as marketers? #ContentChat

@SFerika A7: I like long walks (or runs), where I spend time thinking and brainstorming #contentchat

— Dennis Shiao (@dshiao) October 3, 2016

A7: A strategy. It means you have planned outcomes. Always flank to your strategy. @SFerika #ContentChat

— Debbie Schwake (@SpiceDebbie) October 3, 2016

A7. I use trello and Pomello. It speeds me up and slows me down. I set tasks to research, outline, edit, etc. every post. #contentchat

— Megan McCarthy (@thlittleartiste) October 3, 2016

A7 Analytics and BI software, take the time to know your audience through metrics and stats #contentchat

— Phil Siarri (@philsiarri) October 3, 2016