Category: Content Marketing

Content Marketing

Is Content Marketing Training Us to be Jerks?

Are our expectations shifting to be unrealistic?
Do we expect too much for nothing?
It’s eight o’clock in the morning, I’m still making coffee and haven’t had a chance to swill down a single drop yet, and my phone rings. I answer it.

“Hi! My name is ___ from ____! (Said in way too chipper of a voice for the sadly non-morning person that I am.) Thanks for attending our webinar last week! What interested you about it??

Grrr. “I’m afraid I wasn’t able to attend but look forward to listening to the recording,” I say.

“Do you know what marketing automation is and have you used it for your clients,” he says?

“I’m really not interested in any kind of software but just wanted to learn something new. Great topic.”

…. He goes on to babble something in Swahili (no coffee, remember?), I quickly say I’m not interested and hang up. Pissed off.

Wait – why did I get pissed off? He was perfectly polite and the company clearly expected the webinar to generate leads. Is that so wrong? Did that poor sales guy deserve my irritation?

I was mildly offended that he asked if I know what marketing automation was, sure, but where did the anger come from?

Expectations. As we become more sophisticated in how we create and consume content, we are teaching ourselves to expect everything for nothing.

Marketers are also more likely to get angry or annoyed than your average consumer, because WE KNOW there is not (and should never be) a direct line from content to sale. It just doesn’t work that way.

Even when a company tries to force it.

Content Marketing

The Simple Truth Behind Measuring Content Effectiveness

How to Find Your Most Popular Content…. So You Can Create More!
One simple task that significantly improves the success of your content marketing is the ability to identify what pieces of content are driving results and which are not.

Once you know which ones are resonating, you can CREATE MORE content centered around high-interest topics.

How can you do this? GOOGLE ANALYTICS. It’s free, and it’s the single most effective way to measure effectiveness of any content you create, assuming the goal is either to (1) drive traffic to your website, or (2) drive traffic to your website.

Yup, that’s included twice on purpose. No matter what your secondary goal might be – email subscribers, sales, customer service forums, eBook downloads, conversion of any kind – it’s a pretty safe assumption that you need them on your website before it can happen.

Content Marketing

How PR Pros Can Build Epic Personal Branding For Corporate Leadership

Like fluffy yellow chicks marching in line after their mama, many companies are stuck in push marketing tactics of the past, favoring carefully crafted, conservative external messaging and expecting their executives to rigidly follow corporate directives when it comes to having (or not having) a digital voice.

“It’s too risky!” “We don’t know how to manage or monitor it!” “DESIGNATED SPOKESPERSONS ONLY” might as well be a sign slapped on every monitor.

Perhaps they don’t have an internal  brand ambassador program of any kind (a what?), and they are terrified at the very THOUGHT of giving employees online freedom and autonomy. Their content marketing and brand journalism has not yet evolved to a place where they are comfortable letting employees take the spotlight, allowing independent voices to ring out with options, truth and expertise.

For some companies, it’s by choice; some lack internal vision and progressive marketing expertise; and for others, it’s the result of compliance issues and legal directives.

So what’s a PR pro to do?

Consider ways to expand editorial placements with personal branding campaigns for c-suite leadership and your subject matter experts! It’s easier than you think, it bulks up your editorial placements, leaving clients thrilled with you, AND you earn bragging rights for launching their very first brand ambassador program.

Content Marketing

Content Marketing: How to Get Ridiculously Awesome Reach With Minimal Effort

10,908. That’s the number of eyeballs I’ve reached with the eight presentations I’ve uploaded to SlideShare.

Not too shabby for a niche vertical and a couple of hours time, right? It really didn’t take me any time at all, because I uploaded presentations that I created for speaking gigs, webinars or other events. A few of them needed minor tweaks or changes to give context, but it was fairly minimal.

HALF of that reach was from a single presentation. If I did a better job of creating content, it could be even better!
One person business – not enough ours in the day – you know how that goes. I think I do pretty good with the resources I have, for an indie. A business with more support could do far, FAR better.
Can you imagine the fantastic reach you could earn for your content if using SlideShare with dedicated time and energy – backed by a specific, focused content strategy? AMAZING things would happen, thanks to SlideShare’s large, built-in audience! It’s just waiting for you to tap into it.

Here are a few examples of insanely successful decks. The first has 55,000 views and growing – a few of these have far less reach, but are still are highly successful because of their tight targeting within a specific industry or audience.

Take a look…