The Content Marketing Mantra: “Create Once, Use Many”

The Content Marketing Mantra: "Create Once, Use Many" #contentmarketing

When developing social media messaging, there is often a knee-jerk reaction to constructing a post per channel. This is not an unfounded best practice. We often see good social media marketers crafting unique posts for each channel based on network constraints such as character count, media limitations and so forth. However, the best-case scenario is to … [Read more...]

Content Marketing — “ Storytelling ” for Today’s Marketer

Content Marketing "Storytelling" for Today's Marketer

As the advertising and marketing world begins to understand and deploy content marketing, so come with it the "best practices." You can also argue that there are no hard and fast rules to ANY marketing technique, there are certainly patterns which derive more success than others. However, the industry often leans on the term "best practice" more like a moral … [Read more...]

Social Deployment And Content Marketing are NOT the Same

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There are a lot of misconceptions when it comes to the term "content marketing." One of them is the belief that content deployment should be carried out with same approach you would use with a traditional mixed-media campaign. Although social deployment and content media are indeed entangled in the same marketing fabric – they are not the same … [Read more...]

How to Make Your Content, Messages and Ideas Stick

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It's a frenzied environment in social media these days. Publishers, brands (anyone, really, who wants to share info, vent or get attention) spew content and updates. We try our best to filter the mess, and focus on the important stuff. The sad fact is, we have all gotten used to quickly flitting from one piece of info to another. But sometimes, just … [Read more...]

Auto posting Your Way to Fame, Fortune, Health and Weight Loss

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MSB readers, I have a confession to make. I am an autoposter. Why is this so tough to admit? Auto posting is controversial because it can result in spam if you're not careful (hence the ironic title of this post; sorry, folks I won't be covering fitness tips here). Social media purists often react badly to any kind of automated posting or engagement. … [Read more...]

Newsflash 2014: People Don’t want More Content!!!

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But there was one slight problem to all this excitement and uptake: more content! We are reeling from an over abundance. That makes it hard for the consumer to decide where to focus - and for the marketer to get attention and results (I feel obliged to repeat the words of advice that I share with our tech PR clients: in most cases, reporters don't really … [Read more...]

Make Your Content Marketing POP with Powerful Images

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In my post You Should be in Pictures, I discussed the growing importance of visual imagery in content marketing. As I wrote then, we love images because they provide a welcome diversion in a busy social media environment. Further, pictures have been proven to drive more engagement and sharing. Yet it might not be obvious how to put the power of pictures … [Read more...]

Don’t Let this Linchpin Wreck your Content Marketing

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My last column focused on content issues that frustrate readers and turn them away. Interestingly, one of the biggest show stoppers I reported has nothing to do with the content itself. And, while it may not be as much fun as talking about pretty pictures and epic content, or the latest whiz bang tech, ignoring this one thing can sink your content marketing … [Read more...]

Get More Readers with Content Marketing “Curb Appeal”

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I recently saw a blog post that seemed extremely relevant and interesting; but the piece lacked one thing that caused me to ignore it: a posting date. I was doing some research, and had no interest in wasting time on last year's news. It might actually have been posted just five minutes before, but that didn't matter. I quickly moved on to the next task, … [Read more...]

7 Things Content Marketers Can Learn from Standup Comedians

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I am a big fan of comedy, and can be a bit of a cutup myself. I would love to be a comedy writer; perhaps I will do this in my next life. For now, I will focus on a topic that I have been thinking about: how content and social media marketing can be like standup comedy – and what we can learn from great comedians. Please read on before you dismiss this as … [Read more...]

Best Friends: Social Media and Content Marketing for B2B Branding

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As more business-to-business marketers embrace social media, the question isn’t how to reach people; it’s how to reach the right people. Knowing your target audience and catering to them makes all the difference in a B2B social media campaign. A recent survey of the 50,000 members of the B2B Technology Marketing Community on LinkedIn showed that 82% were … [Read more...]

From Link Love to Hate; Don’t Let Your Content Get Slammed by Google’s New Rules

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Did Google's New Rules Just Kill PR Agencies? Do you ever blog or guest blog? Comment on forums, blogs or social networks? Or use content such as press releases or articles in your social media marketing efforts? If you do, and include links back to you (or your client's) website, you may run afoul of Google's new rules and algorithm changes - and pay a … [Read more...]

How to Determine the True Impact of Content? Experts Chime In

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It is deceptively challenging question: What was the impact of my content? Some might answer by rattling off numbers about Facebook “likes” and re-tweets, or blog traffic or comments.  Others might admit that they don't have a clue, but reflect on the countless articles that they have seen on metrics and ROI and naively believe that there's an easy way to … [Read more...]

More Lies that My Content Marketing “Expert” Told Me

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It’s been a year since I wrote my original content marketing lies post. There was no shortage of dubious ‘expert’ advice available then, and the flood has continued unabated over the past year. That said, there have been many great blog posts, articles, e-books, and presentations. There has also been an enormous volume of hype, exaggeration and outright … [Read more...]

9 Surefire Content Promotion and Distribution Tips

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You have diligently read this column and heeded my advice about crafting compelling content. You have noted the challenges of getting attention for content – and used all of the tricks and techniques that I have shared to boost the odds that yours will rise above the noise. It is aligned with customer interests, optimized, colorized and multi-screen … [Read more...]

How to Opt Social Media Users into Your Mailing List

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Shame on you if you're seriously looking for my advice on this matter. I am a social media user who , as fellow LinkedIn author Viveka Von Rosen would say, is a "promiscuous networker." I virtually meet and connect with a lot of other people in the world.  It is a virtual connection to establish potential that I have been talking about ever since I … [Read more...]

How to Curate Content Like a Pro

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A flip side of the social media revolution is that now anyone can be a publisher. This means that you need to compete with all kinds of bloggers, online media, Twitter and other social network chatter to get your content and postings noticed. It is a harsh reality, one that puts pressure on social marketing teams to be on top of their games. Content … [Read more...]

Bless This Content Marketing Mess – How to Pick the Best Content Marketing Tools and Put Them to Work

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There is a tremendous amount of innovation in content and social media marketing these days, and this can be both a blessing and a curse; a blessing because of the wealth of technology coming onto the market; a curse, because navigating the field and picking the best solutions can be a challenge. E.g., I am sure most have had the experience of jumping … [Read more...]

What Your Marketing Efforts Lack: Leveraging Latest Content Consumption Trends

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Last January I wrote about the challenges of capturing the consumer’s attention. The problem is that your customer is a moving target – both literally and figuratively.  It has been a little over a year and in that short time technology has been on a forward march, and content consumption habits have evolved. While many of the challenges I described … [Read more...]

Social Media Moment of Zen: 4 Non-intuitive Ways to Boost Content Marketing Effectiveness and Results in 2013

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A number of challenges can stand in the way of great content marketing results, especially for newcomers, and small-to-mid size businesses that don’t have the budgets or resources of big brands. There is no shortage of advice, or content about content marketing, yet some might find it confusing or contradictory.  There doesn’t even seem to be a consensus … [Read more...]