Everyone is producing content for marketing – we are flooded with marketing content. How do you break away from the crowd?
You get a content strategy… but this is short-sighted. This is inward focused, not outward. If you are all caught up with a content creation plan, you may be missing the big opportunity.
Instead of attacking a content creation strategy, you need to start with an audience strategy! Find out what your audience needs and wants. Find out what your audience is expecting and deliver that. The audience strategy focuses on the “why”, not the “what.” Audience strategy is the umbrella under which your content creation strategy rests.
Good content marketing is not about putting the right lures on the line; it is about selecting the right pond to fish in.
You can and should develop personas for your content … Read More »
There are two main systems of thinking: inactive and active. You need breakthrough content to move from inactive into active thinking.
As you move to active content, you must consider the many variables:
Mobile: make it quick and easy to access
Social: make it cool to share
Multi-screen: make it work everywhere
B2B meets B2C: Make it entertaining
Content Inflation: Make it unique
The newest trends in visual marketing can meet all of these variables if done well. Here’s a rundown:
Video: No one really knows how fast video is growing. In one year, non-desktop video viewing increased 6x. Of those videos, 80% were five minutes or less in length. The majority of videos that go viral on YouTube are paid to go viral. Companies will seed the video through advertising / premier placement.
Infographics: Fix the width and make it as long as you want. … Read More »
Brands are becoming commoditized. A study conducted at Northwestern University studied people’s affinity to brands over the last 10 years and what they found is a steady decline of people’s perception of brands. This applies to both the retail outlets as well as the products being sold by those channels. Funny enough, the strongest overall brand preference was actually for Clorox Bleach! Kleenex, Gatorade and Charmin are among the few products not caught in the downward spiral.
So why is this happening to brands? Because marketers have stopped telling stories. Marketing has shifted to gimmicks, gizmos, deep discounts, apps, celebrities, deals, price promotions. While these may be effective methods to live sales, especially in the short term, it doesn’t build long-term brand loyalty.
So why is this happening? Some answers include the recession, value shifting among consumers, product commoditization, … Read More »
I’m sitting in a session with Robert Rose of the Content Marketing Institute (who, by the way, is a very good pianist) at Content Marketing World 2013 in Cleveland, Ohio. The topic of discussion: different models of content marketing creation.
According to Rose, there are four content marketing archetypes or personalities: Promoter, Preacher, Professor and Poet
Promoter: Needs and Wants. Content that is focused on sales. It can include product sheets, website content, case studies, whitepapers.
Preacher: Discovery and Knowledge. Content that drives engagement. This is where your corporate blog lives! You also pull in SEO and social channels for communication and distribution.
Professor: Teaching and Instructing. Content that helps people. This content builds trust and builds relationships. examples include webinars, apps, online tools and even answering people’s questions.
Poet: Stories and Emotions. Content that binds our brand into the audience … Read More »
Marketers today are terribly confused in the world of online content marketing. Everyone is preaching a different method and things are changing so fast Marketers are spinning. What we do know is that there is a massive shift from indirect relationship to direct relationship.
If you connect with a brand (like Target) on Facebook and then purchase headphones (Beats by Dre) from Target… where is the directly relationship? is it between you and Beats by Dre? Is it between you and Target? Maybe it’s between you and Facebook? Who knows… maybe it’s all THREE! So the connection goes Beats by Dre, through Target, enabled by Facebook, recommended by your friends, to you.
The complexity of marketing has not decreased with technology – it has … Read More »
Innogage was a sponsor at the OHSPRA conference last week. While I was there, I had the privilege of sitting in on the keynote presentation of Kim Vann, Community Development Coordinator for Joplin Schools.
In 2011, incredibly destructive EF5 Multi-vortex tornado that ripped through Joplin Missouri, destroying much of the city and obliterating most of the schools. It left 160 people dead in its wake including 16 students from the Joplin schools.
Although Joplin is no stranger to tornadoes, no one was ready for something of this magnitude. Here are a few lessons learned that Kim shared with the group.
1. Do not get immune to the sound of the tornado sirens. If you live in a Midwest town (such as I do), you hear the tornado sirens go off on a regular basis. … Read More »
I decided to take a year off from the Innovation awards this year… or so I thought. After going for best startup for a couple years now and not progressing past the Finalist round, I decided to skip the awards this year and just keep cranking on work. However, my good friends at TechColumbus asked me to help them spread the word about the conference and I agreed immediately.
So – I am here to officially announce that I WILL be in attendance this year, not as a contestant or a finalist, but as a pumped up member and active contributor to the vibrant Technology community in central Ohio! If you’re attending the Innovation awards on Feb 3rd, I will see you there! If you’re on the fence about attending, I would like to encourage you … Read More »
As a small business owner, sometimes you feel like you’re being tossed by the waves. I had every intention of heading down to sunny Austin this year for the Rockin’ SXSWi festival. All my favorite Peeps and Tweeps in my Twibes are going to be there. But sometimes life bites you.
After losing two major deals in my pipeline I had to make the excruciating decision to ditch SXSW this year. The fact is, I just couldn’t justify playing and spending the cash when I should be working. Even when you own a company, you don’t get rewarded when things go south. Instead you throw off everything that may get in your way, pull your boots on and get busy…working.
I recently received an email solicitation from a sponsor of an online conference that I attended. Now I understand that sponsors need to be able to reach out to attendees and try to get a return on their investment. I’m sure that somewhere in the fine print of my registration I agreed to be contacted by these guys. No problem.
The email solicitation was actually very well done. They had an image from a video “commercial” on their email with a big WATCH NOW button. Good calls to action, guys. All this was done RIGHT.
The email was so good that I actually clicked on their video commercial to see what it was all about. I was taken to their website where I prepared to watch the commercial…but the video didn’t play. Instead a Sign-up form popped up and demanded that I … Read More »
One of the things I am involved with in Columbus is the American Marketing Association Special Interest Group on Social Media or AMA SIG – Social Media for short. Instead of doing our usual speaker / Q&A format we mixed it up a bit with Round Tables! Watch the video for how it went. You can check out photos from the event on this Flickr Set!
Here are a few of the take aways from the Different Round Tables:
Think about LinkedIn outside of your profile. Focus on how your updates reach other people’s profiles across the network
To get the most out of LinkedIn, you need to engage. Get in the habit of checking LinkedIn for updates … Read More »