Tag Archives: content

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.

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!

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

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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

Many Pieces of Content from One

Repurposing is in the air! And no wonder: who doesn’t want to multiply a piece of content into a dozen or more?

19 Ways and a Process

Readytalk’s Bo Bandy started the ball rolling with a process for building 19 pieces of content from one. An infographic diagrams the process (below).

Because ReadyTalk is in the webinar business, their procedure starts with a webinar. The most important takeway is not so much where they republish, it’s the way they built it into a machine. Each quarter, they produce an event and their procedures and people take it from there. As the best minds in content marketing keep saying, “think like a publisher.”

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21 Ways

Want a more comprehensive list of ways to republish? BufferSocial’s article (thank you, Boots Wang for sharing this find) details 21 ways to repurpose content.

republish-21-ways

Buffer: Republish your content 21 ways

Republishing is not just a cut and paste job; some finesse is required. Customize the content to take advantage of the medium and drive traffic. For instance, I might do a blog post that refers to an article I posted. The blog post would be highlights, with a link to the article. Think about the intent: do you want to tell the whole story, or lead readers to the article?

And replicating the article without editing would look like duplicate content to the search engines.

I’ll See Your 21 and Raise You…

Finally, my friend Erin Mannas sent me the beast of republishing, claiming 100 pieces from one! From Oracle, comes How to Turn ONE Piece of Content Into 100.

Post Everywhere

There are limits to what you can do but here are some more ideas from Bill Widmer for how to post, repost, and post again.

Reaching Customers

The point is not just massive cloning and productivity — it’s about reaching customers and prospects with material that appeals to their needs. What do your targets want, where do they hang out, what would they read and pass along?

If done well, you can not only multiply your content, you can spread the impact over time. Do that for all your content and you have achieved a drumbeat of marketing that your desired audiences cannot fail to notice.

That’s how you “think like a publisher.”

Content and the Big Idea

Great essay on Rebecca Lieb’s blog today about focusing content on One Big Idea.

The best way to draw quality, valuable traffic and move it toward a profitable end is content marketing. It’s also expensive, so it needs to be done well. By “well,” I mean it has to be driven by a focused and cohesive strategy. How to do that? The “Big Idea.” Rebecca uses IBM and GE as examples. If companies as diverse as IBM and GE can focus their messages, surely we all can, too.

It’s not easy to do but once you have your Big Idea, it makes everything else much easier. But getting there is the hardest marketing challenge for any business because in order to focus on One Big Idea, a dozen ideas become sidebars. And they are your precious babies! But the truth is that when we try to make a dozen great points, we end up successfully making none. We need to trust that when all our ideas report to one, the harmony amplifies all our precious points.

My own business is a good example. What does “marketing consultant” mean? Not much, given all the marketing specialties. Over the course of the past year, I’ve focused more and more on the offering prospects and clients are most responding to: Straightforward Marketing, taking the mystery and opinion out of deciding what marketing tactics make sense for each client.

Does your business have a single identity and a singular focus?