Social media and content marketing are in the middle of an arms race. Channel and opportunity proliferation combined with surging boardroom interest have created a pervasive atmosphere of “more is better.” The veracity of that outlook is debatable, and I typically counsel corporate clients to do less, but to be notably good at whatever social […]
The psychology behind what causes people to purchase, and the impact of social and content on that dynamic, is a massive research project (and one we’ll be tackling with The Social Habit project). But one thing we know can be effective are companies that wrap the pitch in information. It’s the spoonful of sugar that […]
As content marketing matures, marketers continue to identify appropriate channels where their investments will pay off with content that sells. Content creation remains a huge undertaking, however, and as Jay Baer puts it, the opportunity costs are significant. The drivers behind a potentially long sales cycle involves content created and distributed over a broad array […]
If you viewed your content marketing operations from a 35,000 foot level, what would they look like? Would your organization’s content assets, social media networks and web/mobile properties all be aligned and grouped in a cohesive, self-supporting structure? Would they appear to feed audience traffic to one another? Would you have any assets that stand alone, away from the others in isolation?
If your answer to that last question is “yes,” you are not alone. With the best intentions, many brands concept, create and eventually forget about assets once utilized for content marketing purposes. There are countless mobile apps, videos, infographics, research summaries, podcasts and even networks that are like content archipelagos – untouched, inconsequential and alone.
Stanford Smith obsesses about how to get small business blogs noticed and promoted at Pushing Social, except when he’s chasing large mouth bass! It’s usually a look of pure terror. I’m sitting across the desk from a professional and confident marketing executive. We’ve discussed the benefits of social business. He is on board with making […]
Gary Vaynerchuk often warns against the “19 year old dude move” – when over zealous businesses try to close the deal on the first social media transaction. There’s no question that companies are applying rigid direct marketing principles to social media, not recognizing that social is the long con, not a smash and grab. That same […]