Posts tagged as:

content strategy

Focusing to level up

by · September 18, 2014

Fall for me is more of a new year. I have always been mentally on a school calendar. Fall means taking a look at things anew. I don’t make many New Year’s Resolutions because I do most of my assessments in the fall at back-to-school time. And in the spirit of leaves turning, let’s take a look at where we are to start thinking about where we can go next.

How can we graduate from where we are to get closer to where we want to be?

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Consider the trusted resource

by · August 21, 2014

A few weeks back Nichole Kelly wrote a series about ego and social and it took me a few weeks to really marinate in her words, the thing that I keep coming back to is this: We are overshooting social media. If the idea was to connect people with people with more immediacy than ever realized before, the opportunity for brands was to transition from monolog to dialog. It is simple. Have a conversation with your customer. Answer their questions. Take care of them when they need you. Occasionally introduce them to new products and services, but mostly, offer them an opportunity to dialog. It is something I like to see from my favorite brands. I like to get ideas for my home and get inspiration for dinner from my favorite brands.

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Is Ego Coming Between the Value You Could Offer Your Audience?

by · July 30, 2014

In the post “Is your ego driving your social presence”, I asked how often you promote yourself or your brand as an indicator of whether or not ego is driving your presence. This is a pretty big topic that really needed its own conversation because we’ve all been self-promotional in social channels. So I thought it was a good time to dive deeper and get to the heart of self-promotion so we could analyze value versus ego, when to share, when not to share, and how to know if it was really about you or about your audience.

First, it’s important to have a discussion about self-promotion and why we do it. The reality for many of us is that we have social presences for our brands and ourselves because we wanted another distribution channel to drive traffic to something. It could be our blog, our products, our website, or some other web property. After all, that was the promise of social from the beginning, right? And the only way we can actually deliver on that promise is to promote things that will drive that traffic.

Is self-promotion all bad? That’s definitely up for debate. The only way we can have a healthy debate on the topic is to take a deep look at how much value we really provide to our audience when we self-promote.

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Content Lessons From The Real Pros

by · July 21, 2014

Saturday night’s Dwight Yoakam show at the annual Forecastle Festival in Louisville was my fourth or fifth time seeing him. Not many famous people hail from my hometown, and fellow Pikevillians tend to keep track of the ones that do.

One subtlety I noticed about Yoakum’s performance this time around that was different than my previous concerts was the choice of material. Yoakam and band played a wide variety of his hits from as far back as Guitars, Cadillacs, Etc., Etc., his first album from 1986. At previous shows, he played mostly songs from whatever album he was touring to support with a handful of hits from throughout the years. He has always done a medley tribute to Buck Owens, including Streets of Bakersfield, but pretty much sticks to the current LP’s tunes.

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Social Grows Up

by · May 1, 2014

Social is older than we think. Listservs were the first foray in social and those were alive in the late 70s. But, mainstream social is becoming a teenager. Teenagers can be a wildly frustrating bunch. They change, have attitude and have a unique and burning desire to push buttons and challenge convention. I can see how this is manifesting itself today.

There has been quite a kerfuffle over how Facebook has changed their algorithm to hinder a brand’s reach. People have said that they are biting the hand that feeds them (total teenager move!). Over at Twitter, they are working hard to monetize their platform with more ads in feed. And LinkedIn is becoming a classifieds section and everyone’s content (people included!) is getting lost. Yes, indeed, social is growing up and becoming a fine teenager. And it’s time for us to let go a bit so that we can grow up too. Here are a few points to ponder as we do this.

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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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