Category Archives: Content marketing

Say again? Social postings bear repeating

“Say something once, why say it again?” — Talking Heads

Do you repeat your postings on social media? According to Julie Gauthier of Scoop.it (a publisher of content marketing software), only a third of small and medium-sized businesses (SMBs) do this as a standard practice, and a third never do.

How-often-do-SMB-marketers-re-share-successful-blog-posts

Repost for better reach

According to Gauthier’s recent blog article, “when you share it once on social media, you reach no more than 6% of your followers on Facebook, and your Tweet’s lifetime is about 18 minutes.”

Repetition, she claims, can double your traffic and increase your reach. Though she doesn’t cite research to quantify (or even qualify) the claim of expanded reach, it makes sense.

So why don’t we repeat ourselves? Gauthier suggests two reasons:

  • We’re afraid to fatigue or offend the audience
  • We lack tools that schedule repeats

I find my clients pretty readily repeat postings on Twitter but we should probably do it on all media. My thought is that social media is ephemeral and no one (possible exception: my Mom) attempts to read it all. It’s like listening to the radio — you hear what you hear and miss the rest. Consequently, a repeated posting is not likely to be seen and if it is, not likely to gather much notice.

How much can you repeat? That’s harder to gauge. We want to test everything we can, but most SMBs lack the traffic or the mechanism to know when prospects are becoming annoyed, so begin reposting according to a rigid procedure (automated if possible) and watch response rates. Look at where returns begin to diminish and call that your benchmark.

Start With Why to Reach Customers

Reach customers with benefits

Do you want to reach customers in a more effective way, to help them understand why they need what you do? To help them see how your products and services fit their needs? To help you talk in customer-centric, benefits-focused terms? Here’s a powerful device to reach customers: Start With Why.

To reach customers, start with why

Why do we need “why?”

It may seem simple to talk about products and services in a way that connects with customers. Most of us naturally start talking about what the product is and what it does, how it works. We love to talk about features! But what we may not realize is that while those are important points to cover, it’s not how humans make buying decisions. We decide using a deeper portion of our brains, one that is powered not by words, but by feelings. This is why sometimes we make decisions that defy logic, or why we spend weeks agonizing over a decision despite the fact that we already have every bit of information we need.

How do we come up with marketing messaging that speaks to the feelings-powered portion of the brain, a portion that doesn’t use language?

Watch the video, Start With Why. Simon Sinek does the best job I have seen of explaining not just what kind of communication works, but why it works.

Simon Sinek, Start With Why

Most of us talk about what we’re offering; how it works; and finally, maybe, why we make it and why you would want it. Powerful marketing flips that around and talks first about why. Solution marketing is the example best known in the business world — it talks first about the customer’s problem.

“People don’t buy what you do; they buy why you do it.”

In a hurry? There’s an edited, five-minute version. I suggest that my clients watch the full version and then watch the short one to lock the ideas in. Here are links to both versions.

Optimizing Search for Blog Posts

Congratulations: You’re doing a blog. You’re thinking about search engine optimization (SEO). You have the machinery in place to consistently produce a couple of posts per week on topics that will interest customers and prospects. Now: How will they find you?

Blogs are great search engine bait

One of the reasons I favor blog posts and other content is that it is search engine bait. When someone is searching on a problem they have that you can solve, your content is the most likely way they will find you and see you as the solution to their problems.

Here’s a video from Rand Fishkin of MOZ on how to make it a practice (key concept!) to make your blogs (and other content) appeal.

Some key ideas for optimizing search for blogs:

  • Make your content unique and valuable. Are you solving a customer problem?
  • Think about who you want to reach (executives? coders? bakers? managers?); what you want them to gain; what you want them to do as a result.
  • Pick 3-5 search terms as your target for this article. All should have same searcher intent and be juicy terms that people actually search on, are reasonably unique, and have great click potential.
  • Look at who else appears for those terms and readjust of you realize you can’t compete.
  • Now: Make your posting, armed with knowledge about what will work.
  • Do the appropriate technical tasks and keywording.
  • Watch your results so you can learn and adjust.

Content marketing index

Screen Shot 2015-03-03 at 4.33.13 PM I write a lot about content because, as Altimeter analyst Rebecca Lieb says, “Content is the atomic particle of all marketing.” It’s what marketing is made of. It’s how you deliver value to all customers, including the ones who aren’t paying you. It serves every step of the buyer’s journey. It’s how you make people aware of your brand and move them toward familiarity, purchase, and loyalty.

Here’s an index of the top articles I’ve written here about content marketing:

Getting started

Best practices, building a content machine

  • The top 50 content marketers: Learn from the best.
  • A culture of content: Content marketing can’t succeed if everyone looks to the “content guy.” Here’s how to build content into the organization and make it everyone’s job.
  • My favorite article: What if you could amplify your effectiveness by turning every piece of content into 20? What if you could build a machine to make this happen? Learn how to make Many Pieces of Content from One.

Getting the word out

And all the rest…

Follow the full index: All articles on content marketing, to see everything, including new articles, as they appear.

Bathroom humor hits the spot for a utilitarian B2B brand

How do you boost a utilitarian brand like SurveyMonkey? Most marketers would be thinking about “what it is and what it does.” Functional, pedestrian, and boring. Eli Schwartz thinks bigger with this clever release about — well, about what cell phone users do in the bathroom.

surveymonkey-bathroom-1

This is genius marketing because it:

  • Highlights a skillful use of a survey, using SurveyMonkey’s Audience tool.
  • Is an attention grabber with high viral potential.
  • It’s relatable and tells a story (one more than a few readers will relate to).
  • Is one of very few quality uses of an infographic.
  • Made me LOL. And made me think about SurveyMonkey. And made me pass the word!

The execution is great, too, with bright, humorous graphics.

surveymonkey-bathroom-2

(Disclaimer: I know Eli and spotted this because I follow him on LinkedIn.)

Tell me a story

I was afraid. Standing at a lectern in downtown Manhattan before a room full of experts, I was easily the youngest person there. I was sure they could see me sweating. I prayed for the end before I said my first word. But then, I closed my eyes, took a breath, and began to talk about the future, a day in the automated office, when computers were connected. And when I was done, people came up to ask questions about our office automation architecture. The 20-something budding marketer from HP with the soaking wet collar had connected.

tell a storyCredit: Wikipedia

Is there anything more viscerally connecting than a story? It’s how humans have expressed themselves, convinced, controlled, enrolled, sold, and created value for millenia.

And yet, in marketing materials, we keep seeing, “The GM-X is an innovative solution for enterprise-ready network service stacks that ensures rapid deployment, cost savings, and the infinite connectivity of a cloud-based architecture.”

In the New York Times, “Storytelling Your Way to a Better Job or a Stronger Start-Up” reminds us that stories persuade. They also generate a happy hormone, oxytocin, in the brain. Researchers diagrammed Super Bowl commercials based on storytelling elements and successfully predicted their outcome. The key elements? It’s what we learned in high school:

It probably sounds familiar from middle-school English class: Act 1, scene setting; Act 2, rising action; Act 3, the turning point; Act 4, the falling action; and Act 5, the denouement or release. Variations of this include fewer or more stages, but they all follow the same pattern.

In business writing, especially in email and on the web, we don’t have much time to get the reader’s attention. But then, neither does a Super Bowl commercial. The Times article cites Hemingway’s six-word story: ““For sale: Baby shoes, never worn.” So we really have no excuses.

How do we tell a story? We have to remember the basics, then practice the ancient art.

Most important, I think is to tell the story, rather than telling about the story. We tend to judge, categorize, summarize but a judgment ends the narrative and kills the tension.

We also shy away from feelings, when feelings are the best way to connect, establish trust, and build empathy.

It doesn’t come naturally, at least for me. I find I have to remind myself to connect. The way that young, sweaty kid from HP did in New York.

Top 50 content marketers

Kapost's top 50 content marketers

Content marketing solution Kapost has announced their list of the top 50 content marketers. They look like excellent choices, based on the dozen or so whose work I know. These are great ones to study for wise practices.

Many of these are brands I follow, even if I am not a customer, because of the quality and usefulness of their content. You can bet they will be considered when I, or a client, needs what they provide. A good example is HubSpot, which produces a steady and amazingly prolific drumbeat of marketing articles, mostly lightweight enough to absorb in less than 15 minutes. Likewise, MOZ.com is a favorite of mine — highly prolific and highly valuable articles in a range of media. Check out their whiteboard Friday videos.

The list seems to favor marketers, perhaps because the folks at Kapost have a tendency to follow material from marketers. That makes this a good list of companies we marketers should be following!

Content marketing can’t succeed if everyone looks to the “content guy”: Culture of Content

A Culture of Content, Altimeter Group, Rebecca Lieb

I was pleased to see that one of my favorite marketing analysts, Rebecca Lieb of Altimeter Group, has a new research report on how to build an organizational Culture of Content (with co-author Jessica Groopman and contributions from others). 

It’s a topic I find deeply interesting because in my experience, the biggest difference between success and failure in content marketing is whether the whole organization embraces it. Excerpt: “As communications shift from interruptive and obtrusive forms of push messaging (advertising) to softer pull strategies that are more marketing- oriented (owned and earned media), brands will require appropriate, relevant, authoritative, and timely content. Such a need can no longer be the purview of marketing alone; it requires participation across the enterprise and an evolution toward a culture of content.”

In any technically-driven company, content requires time from very technical, very precious technical resources. Unless the organization is committed, writing an article is seldom anyone’s highest priority. A technical article won’t happen unless everyone in the organization understands that content is valuable and the company acknowledges and rewards contributors.

At Maxim Integrated, the $2.5B B2B where I was Executive Director of Internet Marketing, we built the site to over a quarter million pages, with 2500 technical articles and thousands of other technical items. The biggest driver: Early on, the CEO gave goals to each business unit and made it clear that this matters. Over time, many hundreds of people wrote for the website. As Rebecca’s report says, content initiatives succeed when ownership is distributed: “To motivate these groups, avoid asking them to work for marketing. Instead, tie content to individual or departmental objectives and develop metrics that enable them to track their progress toward these goals.”

That’s what we did at Maxim and the results were fabulous, with quality material that measurably drove excellent search marketing results and customer satisfaction.

I gave a content marketing workshop to a client in September and have been thrilled to see how they are embracing it. They assigned someone as content lead. That’s good but what worked is that she’s not alone in the corner, pleading for content (which is what often happens); everyone is eagerly producing ideas and content. It is easy to predict they will succeed.

At another client, it’s much more difficult. No one’s on board, no one’s committed, and writing is not a priority.

Commitment is one element. Another is the content machine. “Think like a publisher” means not just producing content, but doing it with a plan, the way a magazine does. And once something is published, procedures and automation push out a stream of links, tweets, additional items, and additional media (see: Many Pieces of Content From One).

Will Anyone See Your Fabulous Content?

You built a content machine. It’s relevant and tuned to your target audiences’ needs. It demonstrates expertise and builds relationship, engagement, and loyalty. You have people writing, others republishing, you’re optimizing it for search. You’re brilliant!

But few see it outside your circle. You’re preaching to the choir. Whet you’re not doing is distribution and promotion.

Altimeter Group says that while half of marketers acknowledge the need for distribution, only a quarter are doing it.

Buyers’_Needs_Don’t_Match_Planned_Investments___Flickr_-_Photo_Sharing_

Altimeter Group study finds half of marketers know they need distribution but only a quarter do it

What to do? Check out this great article on content distribution and promotion from Jayson DeMers, in the Harvard Business Review.

Biggest Content Marketing Issue: You’re Not Doing It!

tractor-471836_640

You know content marketing is hot. You’ve known it forever.

Even before it was everywhere, before it was in the Wall Street Journal, before it even had a name, you already knew content marketing was a good idea. And you probably already know it will produce results for you. You’re probably doing some — you have some web articles here, a Twitter post there, some PDFs tucked in the corner. But you have no strategy, no procedures, no one with performance goals for producing content, no metrics. Is that you?

b2b-content-Documented-StrategyIt’s most of us. Despite being convinced it works, less than half of marketers have a documented strategy1. 93 percent of marketers use content marketing, but just 42 percent of B2B marketers consider themselves effective at it2. Another source claims 77% Of B2C marketers use content marketing, but 21% fail to track its ROI3.

93-pct-B2B-use-CMIt’s not because a proper content marketing program is hard work — it is, but difficulty doesn’t stop us, does it? I think that most enterprises aren’t there yet because content marketing requires the whole enterprise. You can’t do it on your own by convincing the CEO to write a check, by bringing in a consultant, or by buying something from Oracle.

Why don’t we just do it?

You need the whole company. You need sales and marketing to develop messages, personas, taglines and elevator pitches, unique value propositions, and buyers’ journeys. You need material, which means stealing time from some of the best technical people in the company. You need high-level editing, which probably means hiring. You need databases and infrastructure from the web team and from IT. You need the search marketing team and analytics support.

So, how do you get started?

Strategy first: If you can afford the time and think you can sell it, start with a strategy. Then sell it and execute. As you begin, come up with the measures that will prove the program, and measure a baseline. That may make it easier to resell the strategy when resources are pulled back (and since you’re tapping resources in many departments, pull-back is inevitable).

Tactics first: Strategy-first is a wonderful plan but many organizations lack the discipline. So pick up the ball and run! Begin with what you have and can do now. But as with the strategy-first plan, establish metrics first and take a baseline. Eventually, someone will notice what you are doing and if you can’t show results, you’re content marketing program will be instant toast.

See: Content marketing: Getting started.

The good news is that you will find allies everywhere because we all know that in the 21st century, content serves customers and supports business goals. So it’s a question of finding a way to do something we all agree is a good idea.

———

144 percent of B2B marketers and 39 percent of B2C have a documented strategy.

2http://contentmarketinginstitute.com/2013/10/2014-b2b-content-marketing-research/

3http://marketingland.com/survey-77-b2c-marketers-use-content-marketing-21-tracking-roi-104099