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B2B content marketers: It’s time to get over our inferiority complex. Yes, the B2C folks are over there marketing cool stuff like basketball shoes and energy drinks, while we’re stuck with cloud software solutions and medical imaging machinery. Yes, we’re marketing to business professionals on a buying committee that has to commit to million-dollar deals.
If I had to sum up marketing’s relationship with social media in a single nerdy meme, it’d be this: Yes, much as Obi-Wan Kenobi was dismayed to find that Anakin had turned to the dark side, many marketers feel betrayed by social media. Each platform offered the potential to build an audience and deliver content straight to their feeds.
My mother was the chief cook in our household. It was a thankless job. Her customers were three kids with radically different ideas about what was edible and what was, like, totally grody. When we asked what was for dinner—one of her least favorite questions—she would frequently answer, “Well, we could make peanut butter sandwiches, if we had any bread. Or any peanut butter.
Blank space: Great when it’s a song by Taylor Swift, not so great in content marketing. No, wait. I already used that analogy. Now I need a clever new intro to this post about overcoming writer’s block and resetting your content brain. I’m staring at a white screen, trying to put words together, intimidated by all that blank space. Hey, that’s like the Taylor Swift song… no, wait.
Marketing is a challenging profession, full stop. But some flavors of marketing are trickier than others. Healthcare marketers have the same obstacles and issues other marketers do, and they have to contend with strict brand guidelines and stricter federal regulations. It’s like the old saying: “Ginger Rogers did everything Fred Astaire did, only backwards and in high heels.
Every good gardener knows there are two types of flowering plants: Annuals and perennials. Annuals bloom once and have to be replanted the next growing season. Perennials stick around; they continue to flower year after year. Most blog posts are annuals. You publish them, they generate views and shares for a while, and then they basically go dormant.
Blank space: Great when it’s a Taylor Swift song (or a nifty 20’s-style cover of same), not awesome when it’s on your editorial calendar. You want to publish with a steady cadence to keep your audience satisfied. But you know that filler won’t do—it’s got to be quality and quantity. Great content is no accident. It requires careful planning to provide the value and variety your audience craves.
Journalists make excellent content marketers. It’s not just because they’re used to writing clean, compelling copy. Or that, given the state of the modern news industry, there’s a wide talent pool for marketing departments to choose from. No, journalists make great marketers because they have finely-developed instincts for chasing down a story.
We marketers love to chase shiny objects. It’s part of the constant drive to experiment, optimize, and improve. Any new tactic that looks promising is going to attract our attention. During his presentation last week at Social Media Marketing World, Lee Odden offered proof of just how shiny influencer marketing is: It can potentially return $9.60 for every dollar invested.
“Social media evolution is inevitable. All you can do is evolve along with it.” - @carlosgil83 Click To Tweet Snapchat is a platform seemingly designed to confuse people of a certain age. Let’s say those of us who were high school age or older when Bill Clinton was president. If you’re in that demographic, you probably didn’t immediately “get” Snapchat’s minimalist UI and se ...
If you want to write amazing content like Ann Handley, don’t be a Dumbo. Dumbo was convinced he could only fly while holding a “magic feather.” When he lost the feather mid-flight, he plummeted toward the ground. It wasn’t until he believed he could fly without the feather that he was able to take off again.
In a past life, I was a minor internet celebrity. One big perk to that dubious career was being a vendor at San Diego Comic Con for seven straight years. Our little indie booth saw visits from superheroes and celebrities alike. Doctor Who, Buffy the Vampire Slayer, DC & Marvel Comics: It’s truly a nerdy paradise.
“’Cause whether you’re high or low, you gotta tip on the tightrope.” –Janelle Monae Content marketing can sometimes feel like walking a tightrope through treacherous crosswinds. On one side, you have the need for brand recognition: Followers, likes, shares, all the metrics that make marketers feel good.
web survey Your audience is reading your content on a device that is capable of wonders. Whether they’re using a smartphone, tablet, or laptop, it can do much more than display text. What’s more, they’re connected to the internet, with limitless potential for communication and conversation. In this context, interactive content makes a whole lot of sense.
My eight-year-old son recently asked me why the icons for “phone” look so weird. None of these images look like a phone to him: Smartphones have already killed payphones and landlines. Now they’re poised to do the same to desktops and laptops. Google is already reporting more mobile searches than desktop searches.
Imagine trying to sell Instagram to a venture capitalist back in 2010. “You see, the biggest problem with Facebook and MySpace is that there are too many words. Our social network will be almost entirely pictures. I know, I know, but get this: People will be able to make their pictures look like crappy Polaroids from the 70s and 80s! AND we’ll do it all on mobile, so people ca ...
How can you turn out haute cuisine content on a fast food production schedule? Your content team—especially if it’s a team of one—can be on the hook for creating a vast quantity of content. Between sales enablement, eBooks, white papers, and blog posts, it can be overwhelming. The temptation to churn out uncreative but passable content is hard to resist, especially if you’re ...
If digital marketing were a competitive sport, it would be freestyle swimming. We’re all in our respective lanes, each with different audiences to reach. We all have our own unique set of strategies, and our own budget limitations to work with. We’re all trying to get to our finish line as fast as we can.
Even the most starched-shirt professional can use a new look every now and then. Skinny and wide neckties go in and out of fashion. Hemlines trend up and down. You can be fashionable and professional at the same time. All of which to say, LinkedIn has started to roll out a substantial redesign. Not everyone has it yet, but it’s coming soon for everyone, and it’s definitely a ...
I don’t believe in content shock. The idea that there’s so much content out there, people are tired of content altogether? That no one’s giving new content a chance? That it’s too hard to get new content seen? Not buying it. I think what’s happening is simply this: People don’t want “content.” They want answers to questions. They want a few minutes of entertainment.