Tag Archives: content marketing
Most of us spend a good chunk of our day online in some capacity. We’re constantly absorbing content from various sources, analyzing and building on pieces of information, and learning from thought leaders who consistently push out high quality material. Genuine thought leaders tend to do the same. They take in new ideas, compile them, and push out an even greater idea, continuing growth and fostering the cycle. This progression, and the development of thought leaders as individual experts, is contingent on the cultivation of new ideas.
In recent years, with the evolution of social networking, this notion has been injected with steroids. Gone are the days when thought leaders attended conferences and chatted behind closed doors with peers, discussing their apparent stranglehold on relevant creative thought. I repeat, those days are gone, and if you’re management teams still think that way, walk in to their offices and fire every single one of them.
Now, successful thought leaders, especially business people in positions of power, have realized the importance of the social web in fostering ideas, developing talent, and ultimately growing their businesses. By utilizing social media, thought leaders can recruit potential employees who demonstrate a complex understanding of a specific piece of subject matter, increase the number of quality ideas they see each day, and bolster their company with innovate thought, keeping them at the forefront of their respective industries.
Here’s a brief personal example – I now work for a Fortune 50, one of the largest companies in the world and a leader in our industry. Prior to coming aboard, I ran my own, rather successful digital marketing firm, Brandt Social. Although my current company has a network of literally thousands of recruiters across the country, I was contacted by a gentleman who is now my boss, and an executive at our company. While at first, I had little desire and certainly did not intend to go work at some giant firm where my talents would go unnoticed, I quickly learned that the gentleman who reached out to me was in fact a thought leader, who clearly used social as tool to stand out amongst his peers, foster talent, and cultivate new ideas. This differentiation was a major draw in my decision to come aboard.
Unfortunately, if your organization is lacking a genuine thought leader, your time frame is finite. Many managers, claiming to be thought leaders, whether they be a business person, an online personality, or an author, have been doing just the opposite, seemingly afraid of both new ideas and the talent that sprouted them. This oppression not only hinders conceptual progression, but can ultimately burn out and deter top talent from fully developing.
In a business setting, whether you attribute it to jealousy, lack of adaptability, or narrow-mindedness, it is undeniably toxic. When managers, usually, self-described as thought leaders, prevent new ideas from spreading, regardless of their source, they are in a word, crushing the future of your business. New ideas are the foundation of not only the new “startup” business model, but of capitalism as a whole. When ideas get suppressed by a higher-up within your organization they force them one direction, out. As in, out of your entire organization. When this happens repeatedly, more than just ideas run for the hills. Top talent, potential recruits, and cutting edge clients want nothing to do with your business, regardless of your previous success. Remember, ideas are temporary, if you cannot adapt to innovative concepts or develop new ones, your days are numbered.
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© 2012 Brendan Brandt. All Rights Reserved.
Thought Leadership 2.0 – http://www.inc.com/marla-tabaka/how-to-become-a-thought-leader-online.html
True Professionals Don’t Fear Amateurs – http://sethgodin.typepad.com/seths_blog/2012/12/index.html
Across the board, influencers are relentlessly attempting to differentiate themselves from the sea of 1,500,000,000 (1.5 billion) combined tweets and posts per day. While everyone wants to be the next Red Bull and blow up with half a million shares, virality is rarely ever achieved. Here are 3 tips to remember as you construct your next campaign and push for social infamy.
1. Want to go viral? Remember the basics.
When constructing a post remember what your audience, in this case anyone who consumes social content, is looking for. Make sure your wording, including a call to action, is interesting and concise. Chances are, if your introductory verbiage is bland, so is your content.
Avoid blocks of text. A few paragraphs are perfectly fine but nobody wants to read a wall of text. Break it up, use bullets, indents, and alter font (bold / italics) to create some visual relief.
Always include media. Let face it, we’re lazy and it’s much easier to glance at a picture or watch a video than it is to read, even if your text is short, say 140 characters, a picture or video brings a missing aesthetic element that will help your post standout.
Post on multiple platforms. Promote your content and make your call to action visible wherever you can. Publishing your information on various different sites will boost cross promotion, that is, a retweet on Twitter could ultimately translate into a comment on LinkedIn. At the end of the day the old adage still holds true, any publicity is good publicity, it doesn’t matter where that comes from. Fortunately, multiplatform integration has made simultaneously publishing one post to multiple sites extraordinarily easy.
2. If you want something, ask for it. Better yet, require it.
Unfortunately, you cannot expect your average social media user to retweet, reblog, or share something just because. While there certainly are some that do, it is important to remember that they are the exception and not the rule. However, by simply including a purposeful call to action within your post, you can often incite social consumers who typically remain on the sidelines into promoting your content. That being said, when aiming for virality, content creators should head in a different direction.
At risk of getting too far into gamificaiton, by hosting a contest, i.e. “Submit an offroad picture of you and your Jeep. The owner of the photo that receives the most likes wins a weekend at Jeep Adventure Camp! Users must share this post to win.” , influencers can directly drive virality.
For instance, the above post, includes not only a call to action “Submit an offroad picture of you and your Jeep”, but promotes sharing on 2 levels. First, and more overtly, the forced share – “Users must share this post to win.” The second tier of sharing or subshares, occur when uploading users (users who posted photos of their offroading Jeeps) ask that their friends, followers, connections, etc. interact on the host page, in this case Jeep’s Facebook, because the uploading user needs something (in this situation likes on their uploaded photo) in order to win the contest. This creates multiple waves of activity that drives traffic, prevents your content from going stagnant, increases total reach, and ultimately gives you a shot at virality.
3. Timing is everything.
Remember, social networks utilize the feed system, until a post starts seeing some activity, the playing field is level – the newer the better. With that in mind, it becomes clear that attracting shares and retweets immediately is the key to your dreams of virality. If you don’t see some activity almost immediately upon posting, there is a good shot your content will plummet into oblivion. In order to avoid this, influencers must time their posts properly. Social networks see a spike in activity early in the morning (8am-9am), late afternoon (3pm-4pm), and late night (10pm-11pm). While posting in these windows by no means guarantees activity, they gives content creators the best shot to attract users.
A word of warning.
The odds of achieving virality are certainly against you. Remember that it takes time, potentially multiple posts, and is much easier if you already have a substantial following. However, it can be done. That being said, if you’re a small business, make sure you can handle the traffic. Just because you can handmake 500 cupcakes a week does not mean you’re ready to handle 5,000 a day, no matter how delicious they are.
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37 Viral Post Ideas You Can Use Today – http://www.skelliewag.org/37-viral-post-ideas-you-can-use-today-103.htm
How To Create Facebook Posts That Go Massively Viral – http://www.businessinsider.com/how-to-create-a-viral-facebook-post-2012-8?op=1
© 2012 Brendan Brandt. All Rights Reserved.
Across the board, marketing efforts are becoming increasingly digital with every business trying to push out the next viral advertisement in hopes garnering millions of likes, shares, and retweets. Unfortunately, not everyone is the creative genius type, and enlisting the help of a Don Draper can break even the biggest of startup budgets. Thankfully, you don’t need to, instead, stick with what you know, generate your own original content, and market like a drug dealer.
Content marketing has grabbed the limelight as of late and has seemingly become digital marketing’s golden goose. In reality, content marketing is not a new idea, for all intents and purposes, a business that participates in “content marketing” is giving away something for free in hopes of hooking the would be customer to their product or service, forcing them to come back for more, at which time they will be forced to pay for the previously free product or service.
So, that coffee shop down the street that is giving away hot chocolate samples for free, is participating in content marketing. The lead aggregator company, that gives you a one month, no risk trial is no different than the digital marketing firm that publishes weekly whitepapers. In every situation, the premise is the same.
The easiest way to understand content marketing, and realize how, why, and where it occurs is to relate it to…a drug dealer. Often, dealers will give a “prospect” the first dosage of a hard drug for free because they know, that the user will quickly become addicted to what the dealer provides and will continuously return, as a repeat buyer, to purchase the drug that had been given to them “just to try”.
If we apply that to content marketing. it’s easy to see why firms invest so much time and money into publishing unique, quality content when a few good articles are no different than bag of meth.
Ready to start?
1. Publish unique, original, addicting content that is related to the product or service that you are selling and leaves your would be customers wanting more.
2. Be consistent, but don’t overdo it. Think supply and demand, if you flood the market with your product, its value goes down. You want your customers to anxiously await your next freebie until they become so hooked on it that they have no choice but to buy what you’re selling.
3. Make it visible. Publishing a good blog post with a few relevant tags is no longer good enough. Post and repost your information on every social network at your disposal.
10 Content Marketing Tips You Can Employ Now
Your Publishing Content Has a 72 Hour Shelf Life
© 2012 Brendan Brandt. All Rights Reserved.