Posts tagged as:

content strategy

Stop trying to be human – Try being useful.

by · April 23, 2014

Once upon a time businesses were businesses and people were people. Then one day someone (probably at an agency, possibly a real-life Don Draper) convinced a business to be more like people. And businesses made attempts to be more like people. The actual people didn’t buy it and then the big bad Facebook changed their reach algorithm and no one lived happily ever after. The end. Or is it?

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Pumping the Brakes

by · April 10, 2014

We’re a competitive bunch, aren’t we? Always in a race. Somewhere. Anywhere. We love being first. We are in a hurry to be first. Always. Endlessly. We are always trying to be first, predict the future and beat our competitors to whatever we predict the next big thing will be. We do it in social all the time. We seem to covet this action. Got to be the first on the latest social platform. Need to be the first fully scaled social selling organization. We even race to be the first to RT something or comment on something.

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One Size Fits None

by · April 1, 2014

Houston, we have a problem. The problem is one of plenty. In fact, we have too much. Too many things to choose from. We have too many channels and networks. Too many opportunities to communicate with our customer. Too many places in which to put our messages. We’ve all seen the graphic that illustrates the mind-blowing number of social media marketing channels. If you add in all of the digital platforms as well, it is enough to make you run screaming from the room.

And when we have so many options one of (at least) two things will occur. We will either become paralyzed from all the options and stand there like we do in the cereal aisle, or we will race and cut corners. Either option is ill advised.

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Content strategy, Fight Club style

by · March 13, 2014

The first rule of Fight Club is you do not talk about Fight Club.

Second rule of Fight Club is you DO NOT talk about Fight Club.

So, for the love of Pete:

The first rule of content marketing is you do not talk solely about yourself.

The second rule of content marketing is you DO NOT talk solely about yourself.

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How To Become The Next Media Company

by · October 21, 2013

If you haven’t figured out that the key ingredient to social marketing, and thus digital marketing, success today is through great content, you’ve not been paying attention. Even your old-school thinking of shoving ads at people was content marketing. The ad had to say something, right? It had to be compelling, right?

Advertisements are content, too.

While social brings with it the layer of service and engagement that other channels may not require, your success as a company in social marketing is still squarely predicated on whether or not your can produce content. Maybe it’s blog or Facebook posts. Perhaps it’s Tweets or Slideshare decks. Maybe it’s YouTube videos or catchy images posted on Tumblr.

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You’re Fat and Broke… Now, Like Us on Facebook!

by · September 19, 2013

Death, taxes, utilities, banks. All things we cannot really avoid with any level of grace. And interestingly enough, all are represented in some way on Facebook. Sorry, but this feels slightly absurd. I know Facebook is now considered the Internet and if you are not on Facebook then, well… forget about it. And as a social media and digital strategist, this might also sound absurd, but, I believe that you should engage in channels that make sense for your business in its quest to make money. I also believe that if you want to market your business on Facebook, you better have a kick-ass plan to do it. You need to not only be listening to your audience; you need to take those insights to develop content that will resonate with them. You need to cultivate relationships with people online if you are going to generate leads from Facebook. But honestly, sometimes, I wonder: What do people want out of their “institutions” on Facebook.

When I think about these types of questions, I try to take off my marketer hat and put on my consumer hat. And when I think about what I want to see from my bank on Facebook, my initial answer is “nothing!” Then I have to wonder why. And that is where it gets interesting…When I think about a bank post, and honestly when I look at what banks post, I see some sort of savings tip. And then I stop reading and head to Amazon. Because someone telling you to save money is like having your mom call you and tell you that you look fat in those jeans. Both are important messages and will get a reaction, but it just isn’t what people want to hear when they are drinking coffee and looking at Julie’s kids on the first day of school.

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Treasure Maps and Shovels

by · July 5, 2013

Treasure maps get all the glory. After all, without a treasure map, how else is the young adventurer  supposed to find where that chest of doubloons is buried.  X marks the spots, you know the drill. But what about the lowly shovel. Though never taking center stage in any story, the shovel is still a necessary part of the treasure gaining process. Without a shovel, how are you supposed to dig up the buried treasure? Without a shovel, a treasure map is essentially worthless.

Sure you know where the gold is buried, but without a shovel you have no way of getting to it.

Coincidentally, your content strategy is a lot like a treasure map. Obviously you aren’t going to find your content strategy stuffed inside an empty rum bottle; but like a treasure map, your content strategy does outline the steps you need to take to find true content success.

However, a content strategy will only take you so far. I’ve seen too many people create a content strategy and then assume that success is already theirs, “We’ve got our content strategy right here! The gold is ours!” A strategy is only part of the success equation, at some point you’re going to need to put down the map and start digging. 

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5 Key Elements of Viral Content [Infographic]

by · June 14, 2013

The goal of every content marketer is to have his/her information shared across digital channels by their audiences. This is often easier said than done. What factors contribute to people sharing the content they consume online?

In researching the content for this infographic I came across a post in my Delicious archive that helps answer this question. Leo Widrich over on the Buffer Blog wrote a great post about what makes content spread. In it, he analyzes some of the elements that helped one particular blog post get over half a million likes. He also references an interesting research paper about what makes online content go viral.

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Transforming into the Digital Marketing Agency of the Future

by · June 11, 2013

As digital marketing has continued to become a powerhouse in the marketing tool belt it has required agencies to consider how they can best serve the needs of the brands they serve. We’ve seen agencies slap social media on their list of services with little true expertise. Now we are seeing agencies slap content marketing on their list of services as it has become the new cool that everyone is all the rage about. This is a natural progression of service offerings and frankly agencies have to figure out how to provide these services because their clients are starting to demand them. We’ve seen transformation in the traditional full-service agency as well as a resurgence for boutique digital marketing and social media firms. But is that enough? The report “The Digital Marketing Agency of the Future” released today by Skyword argues that it isn’t even close to enough. They took the insights of 16 innovative agency leaders and created a forward thinking view of what tomorrow’s digital agency needs to look like.

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