4 Ways to Improve Your Online Marketing Performance with Authority

There's a lot that goes into an incredible performance. But no matter how much time and effort you spend on the set, your act, routine or song, or even the venue or promotions used to attract an audience, there's usually one thing missing. 

A focus on niche specialties creates deep expertise in individual areas, but it's the intersection and integration that makes the magic. With online marketing, it's no different. 

From shiny object syndrome to the tendency for people to focus on just one thing, far too many marketer emphasizes the individual pieces (SEO, Content, Social, Email, Ads, CRO) vs. seeing how they fit together as a whole. 

Copyblogger Media is a great example of a fast-growing business (0 to 2 to $7 million in a handful of years) putting an integrated approach to online marketing in action.  

Copyblogger CEO, Brian Clark puts it well:

"Winning in online marketing involves many moving parts -- design, content, traffic, conversion, email, social, search, landing pages, and more. Those who lose in marketing often treat each of the parts as if they are somehow separate from the whole."

Which is why he's well qualified to run a conference that focuses on helping marketers break free of specialty and become more "full stack" marketers. It's not so much about being an expert at 20 or 50 things, but having a framework within which to make it fit together. 

That's what's great about the Authority Rainmaker conference coming up in May. The program is organized to "teach you the parts, but within an integrated framework that gives you the forest and the trees, the strategy and the tactics", as Brian says.

Creating Your Own Authority:  I've known Brian for many years and he asked if I would put together a little preview of what speakers will be talking about at Authority since we're both very much on the same page when it comes to the importance of integrating digital marketing tactics. 

So that's what we did. We invited speakers to share an advance peek at what they will be presenting at the event as well as their take on the notion of "Authority" and how it relates to both personal and business success. Then we combined those tips and insights into a free eBook: Winning with Authority - 15 Experts Inspire Success with Integrated Online Marketing.

Free, ungated download: Inside the eBook you'll find an impressive roster of online marketing experts and their insights organized like the conference by Design, Content, Traffic and Conversions.

Contributors include CEOs, Consultants, Publishers, Authors, TV Show Host, Pro Speakers and the man, the legend, Henry Rollins.  Here's the full list:

• Daniel Pink
• Scott Brinker
• Pamela Wilson
• Sonia Simone
• Ann Handley
• Bernadette Jiwa
• Jerod Morris
• Chris Brogan
• Sally Hogshead
• Danny Sullivan
• Joe Pulizzi
• Michael King
• Sean D’Souza
• Brian Clark
• Henry Rollins

As a preview to the preview, here's an excerpt from Henry Rollins:

Be Prepared, Be Competitive
All of my DIY pursuits come from one place, recognizing that I WANT to pursue an idea. You have to wrap your ideas in steel and take them into the battleground of the world. Because you’re not the only one thinking of things.

There are other innovative people that wake up early just like you. In a way you’re competing for a certain bandwidth. People only have so much time, money and attention that can be paid to one idea, so you’d better be prepared.

And another from Chris Brogan:

Working in Harmony: Content, Engagement and Sales
We know three certainties as it relates to digital marketers:

• Some people are great bloggers.
• Some people are great at engaging people online
• Some people have something great to sell others.

What’s a lot more rare are people who have all three working in harmony such that their stories and speeches and ideas elicit great community interaction and response such that the person earns the right to sell and serve that community.

And here's the full ebook for your viewing / learning pleasure:

After you check out the Authority eBook, then I invite you to see these experts in action at the Authority Rainmaker conference. There are three things you can expect from this event (I was there last year at the inaugural launch and am going again this year)

1. Learn a clear framework to develop your own online marketing strategy.
2. Bring home cutting-edge tactics as well as a grasp of the fundamentals.
3. Develop real-world relationships that will accelerate your businesses.

Authority Rainmaker is in Denver, Colorado May 13-15, 2015. It's taking place at the amazing Ellie Caulkins Opera House pictured above. There's a great mix of speakers and even better, is the people that will be there. Smart, friendly, creative, and results focused. I'll be there and I hope to see you too.