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Tag Archive: Content Strategy

Five Content Strategies for Advocate Marketing

  Marketers have long accepted the fact that successful content is that which is helpful to the business’s audience and not overt brand advertising. We know that if the content we produce is to be consumed and shared, it must entertain and inform our audience, instead of simply selling to them. As more and more businesses produce…

Real-Time Marketing Vs Real-Time Content – Do You Know the Difference?

This time last year, marketing strategists and bloggers declared 2013 the “year of real-time marketing.” These marketers felt vindicated when Oreo famously reassured everyone that we could still “dunk in the dark” when the lights when out in the stadium during Super Bowl ’13. The reaction to the real-time social media campaign received an extraordinary amount of…

Lazy Content Marketing Or How Not To Write a List Post

I get it. Digital and social channels, in which the “social proof” of one’s skills, reputation, and quality lie, have become a necessary marketing tactic for individual and business brands. More followers, prospects, customers, and other stakeholder are continuing to choose the Internet as their primary source for decision-making data. So, naturally, people and businesses that seek…

The Halo Effect; Storytelling Is Not Business Strategy

  In his book, The Halo Effect, author Phil Rosenzweig asserts that business strategists derive universal truths by synergizing a collection of facts, data, and scenarios, regardless of how related or unrelated they may be. In particular he targets those who establish business trends through their work in business books, magazines, and newspapers, arguing that their storytelling…

Must Every Company Be A Media Company?

Every company is a media company. Or it should be. That’s the cry of social and content marketers today. They point to the open and direct channel that businesses have to their consumers and the wider audience that did not exist, arguably, prior to 2004 when Chris Shipley popularized the term “social media” in his book, Clue…

When Did Bacon Become Business News?

How competitive is the market for online news viewership? It’s so competitive that respected news publications have elevated bacon to the realm of “newsworthy” story.  For over a year now I’ve noticed the inclusion of “Internet-popular” subjects introduced into  the content mix of my favorite business, marketing and news sites, subjects that would never had made the…

Your Product Sucks; What It Does is Amazing.

A common mistake that many software and product marketers make is to orient marketing collateral, Web site navigation and even brand messaging around its features and functions. Take a look at most technical product or software web sites and you’ll quickly see a navigation button for “features.”  Drill down and you’ll see a litany of sub-navigation listing…

Blogs are Thought-Provocation Not Thought-Leadership

A trend is forming in our collective online engagement: less is more.  Some maintain that Twitter’s ever-growing popularity is championing this phenomenon: build it and people will speak in headlines. On the other side of the spectrum, you have those who argue that micro-blogging sites have formed in response to our jam-packed lives and the resulting need…

Is Free an Asset to Content Marketers?

  I came across a rather colorful comment on a Facebook thread recently that criticized a web site for requiring a name and email address to access the article she began reading. Her indignation at the request was evident in the language she chose: “Let me read what I want to read for free or  f@%$ you,…

The Seven Rs of Modern Day Communications

Each year sees a new trend in the evolution of business communications. Over the past years people have called out Unified Communications, Cloud Computing and more recently Mobility and SIP-Enabled Infrastructure. Most predictions focus on the evolution of the technology rather than the cultural changes that impact how we communicate within our organizations and beyond. Have technologies…

The Business Value of Proficient Tweeting

I was recently categorized as a “social chatterbox” by a colleague, referencing my frequency of tweets and engagement with followers on Twitter. …I’ll give you all a few moments to nod your head in agreement… I’ll admit that for a split-second my reaction was to be insulted but that quickly passed since I’m not hung up on…

Good Cop/Bad Cop Social Media Policy

*This post is the 2nd in a series that discusses risk mitigation in corporate social media engagement. With more employee-created PR nightmares making the news, C-Suite executives are raising concerns over their social media policies, or lack thereof. This has only fuelled the debate over whether policies that dictate how people communicate should even exist. Can a…

Public Displays of Affection Once Again Important for Brands?

The recent explosion of Google+ onto the social scene has once again raised the question of public brand affiliation as demonstrated through “Likes”, Google+1, Diggs, etc. Throughout the past year, debates have raged on the real (if any) value of Facebook “Likes” towards the bottom line of a business given that the majority of Facebook users engage…

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