35 Marketing Tactics That Work (And How to Plan Them)
Chapter 6

How to Determine Your Marketing Tactics

What Are Marketing Tactics?

Marketing tactics are the strategic actions that direct the promotion of a product or service to influence specific marketing goals.

Marketing Tactics Definition

Essentially, these are the high-level ideas. The content you create falls into your tactics.

Content types are not tactics. Nor are content types specific to a single marketing tactic.

For example, a marketing tactic is a case study. The content you create to execute that marketing tactic may include blog posts, white papers, and videos.

Use the following list to plan the strategic actions you’ll use to direct your content creation efforts.

35 Marketing Tactics List

The purpose of this list is to help you choose the options you’ll execute to make your goal a reality.

Which of these are most likely to help you influence that goal? Which of these can you realistically execute?

Read this chapter, and at the same time, use the Marketing Tactics List tab in your marketing strategy template spreadsheet to document your chosen tactics.

Paid

Buying brand or content placement in a publication, website, search engine, social network, etc.

Common content types:

  • Magazine ad
  • Billboard
  • Facebook ad
Paid Ad Example

Facebook Ad by Hello Fresh.

Pay Per Click (PPC)

A paid marketing tactic that displays digital advertising in media where you pay only when someone clicks on your content.

Common content types:

  • Google AdWords ad
  • Bing ad
  • Retargeting display ad
Pay Per Click Ad Example

Google AdWords Ad by Expedia.

Advertorial + Native Advertising

Typically a type of paid marketing tactic in which you buy placement of content that looks like the typical kind of piece that appears in a publication or other medium.

Common content types:

  • Magazine ad
  • Sponsored blog post
  • Sponsored conference speech

Sponsorship

Also typically a type of paid marketing tactic in which you provide money in exchange for your brand representation in an event, etc.

Common content types:

  • Event
  • Podcast
  • Webinar
Event Sponsorship Example

Event Sponsors for the NFL Superbowl in Minnesota.

Endorsement + Influencer

When someone of fame publically provides positive review of your brand, product, or service.

Common content types:

  • Ad
  • Email
  • Web page
Endorsement Example

Endorsement ad example on Selena Gomez’s Instagram for Coach.

Testimonial

A form of endorsement in which a customer provides positive review of your brand, product, or service, but need not have fame.

Common content types:

  • Home page
  • Signup page
  • Social media message
Testimonial Example

Testimonial from Jay Baer on CoSchedule’s homepage.

Case Study

A positive customer story which typically details the problem they were facing, how your product or service solved the problem, and the results your solution produced for the customer.

Common content types:

  • White paper
  • Web page
  • Video
Case Study Example

LinkedIn Case Study Example for Callaway.

Advocacy

An earned marketing tactic in which a customer or fan shares positive sentiment for your brand, product, or service with others in your target audience.

Common content types:

  • Social media message
  • Blog post
  • Meetup
Advocacy Example

Advocacy Example from Stitch Fix’s Facebook.

Referral

A cross between earned and paid in which you incentivize your customers or fans to share positive sentiment for your brand, product, or service with others in your target audience.

Common content types:

  • Social media message
  • Blog post
  • Website badge
Referral Example

Referral Example for Barkbox.

Affiliate

A cross between earned and paid similar to endorsement in which you incentivize an influencer to share positive sentiment for your brand, product, or service with your target audience.

Common content types:

  • Blog post
  • Webinar
  • Email

Crowdsource

A method of gathering ideas from your customers + target audience to create new content that attracts more prospects like your best fans.

Common content types:

  • Blog post
  • Podcast
  • Webinar
Crowdsource Example

Crowdsource Blog Post Example from Buzzfeed.

Engagement

The strategic connection to customers + target audience through content types that foster and build relationships.

Common content types:

  • Social media message
  • Blog post comment
  • Survey

Event

A planned occasion in which you either physically or digitally meet your customers or target audience at a specific time.

Common content types:

  • Conference
  • Webinar
  • Meetup
Event Example

Event Example from Neil Patel.

Live Streaming

An event marketing tactic in which you record and share your meeting in real-time as it unfolds.

Common content types:

  • Conference
  • Facebook Live
  • Podcast
Live Streaming Example

Live Streaming Example From Our Facebook Live Video.

Personalization

Including the actual name of the person you’re communicating with in the content you’re sharing.

Common content types:

  • Email subject line
  • Website
  • Popup
Personalization Example Via Facebook.

Personalization Example Via Facebook.

Marketing Automation

Strategically (and automatically) sending content to customers + target audience based on their activity and interests.

Common content types:

  • Email
  • Popup
  • Ad

Co-Branding + Partnership

When your brand collaborates with another business to create content that attracts a mutually beneficial target audience.

Common content types:

  • Webinar
  • Podcast
  • Ad
Co-Branding + Partnership Example With SumoMo & OkDork in CoSchedule's Podcast.

Co-Branding + Partnership Example With SumoMo & OkDork in CoSchedule’s Podcast.

Content Curation

When you gather content from sources you don’t own (and mainly content you haven’t created) to share with your customers + target audience.

Common content types:

  • Content hub
  • Social media message
  • Blog post
Content Curation Example via CoSchedule's Twitter, sharing Social Media Examiner's content.

Content Curation Example via CoSchedule’s Twitter, sharing Social Media Examiner’s content.

Content Syndication

When you publish content first on your owned channel, then provide rights for other publications to republish your content.

Common content types:

  • Article
  • Video
  • E-book
Syndication Example via CoSchedule's Original Blog, then syndicated on Social Media Today.

Syndication Example via CoSchedule’s Original Blog, then syndicated on Social Media Today.

Earned

When another brand, influencer, publication, etc. mentions or covers your brand, product, or service in content they create and publish.

Common content types:

  • Article
  • Social media message
  • Podcast
Earned Example via Hubspot.

Earned Example via Hubspot.

Gamification

Applying game playing techniques into content to engage your customers + target audience.

Common content types:

  • App
  • Quiz
  • Ad
Gamification Example via Adweek.

Gamification Example via Adweek.

Tool

Interactive content that helps your customers or target audience solve a problem.

Common content types:

  • Analyzer/optimizer
  • Calculator
  • Tester
Tool Example via CoSchedule's Headline Analyzer.

Tool Example via CoSchedule’s Headline Analyzer.

Research

Can be curated or original, presenting findings or answers to specific questions your customers or target audience often ask.

Common content types:

  • Survey
  • Report
  • Blog post

Repurpose

When you take existing content and turn it into a new piece to maximize the work you’ve done with minimal effort.

Common content types:

  • Blog posts into e-book
  • Webinar into video
  • Social media messages into blog post

Republish

When you publish the same piece of content in the same medium, often after optimizing it to increase its results.

Common content types:

  • Social media message
  • Blog post
  • Course

Search Engine Optimization (SEO)

Developing content and enhancing your web properties to help those searching for specific information to naturally find your content.

Common content types:

  • Web page
  • Blog post
  • Guide

Contest

An engagement marketing tactic in which you give your customers or target audience the chance to win something in exchange for their participation.

Common content types:

  • Poll
  • Social media message
  • Landing page

Media Outreach

An earned marketing tactic in which you strategically provide information to a media outlet to encourage someone to create content that positively covers of your brand, product, or service.

Common content types:

  • News release
  • Pitch packet/kit
  • Email

Guesting

When you provide content, information, or appearances to other sources to reach your target audience.

Common content types:

  • Blog post
  • Webinar
  • Podcast
Guesting Example for Productivityist via Smart Passive Income.

Guesting Example for Productivityist via Smart Passive Income.

Conversion Rate Optimization (CRO)

Strategic enhancements to increase the number of people who take a desired action.

Common content types:

  • Ad
  • Landing page
  • Home page

Blogging

A content hub that distributes primarily written content but also often includes audio + visual + video.

Common content types:

  • Blog post
  • Infographic
  • Video

Social Media

Online communities where users share information often via micro-messaging, images, and links.

Common content types:

  • Forum
  • Wiki
  • Q&A

Email

An electronic letter you send to your customers’ or target audience’s inboxes with the intent of influencing a specific action.

Common content types:

  • Newsletter
  • Blog post email
  • Behavior-driven email

Marketing A.I.

Behavior-driven recommendation and recognition technology that delivers specific content to individuals.

Marketing A.I. Example Via Amazon.

Marketing A.I. Example Via Amazon.

Common content types:

  • Product recommendation
  • Content recommendation
  • Display ad

Guerrilla

Unconventional actions + content that aim to attract the most attention possible.

Common content types:

  • Dirty sidewalks cleaned to show only your logo
  • Public bus wrap
  • Beer coaster postcard

Choose the marketing tactics that are most likely to influence your goal. Open the Marketing Tactics tab in your marketing strategy template spreadsheet, and fill in column A.

You may also opt to add your tactics into the PowerPoint deck also available in the marketing strategy template kit.

Congrats! You’ve chosen your marketing tactics.