July 31, 2013 by Leave a Comment
Content marketing is the hot thing in our industry, and for good reason.
Not only does content marketing pose an answer to an increasingly stringent Google (I’m looking at you, Panda and Penguin updates), but more importantly it is an excellent way to serve the one thing we can’t live without: our audience.
But for all its upside, content marketing is still a big commitment for any organization to make, especially SMBs. The saying “so much to do, but so little time” is never more applicable than it is to lean marketing teams. For them, agility is key. And agility in content marketing means maintaining a stable of reliable sources for content generation.
So, what are five keys to becoming a one (wo)man content machine?
- Google News: Scanning Google News each morning is a great way to get a pulse on your industry’s talk-of-the-day and find opportunities to inject a marketing perspective into the conversation that is already happening on and offline. This practice is often called “newsjacking” and is an excellent way to generate content for your website and position your company for local news coverage.
- Facebook Groups: What industry are you operating in? Are you following the social profiles of your competitors? If so, click on “Posts by Others” and search for complaints or requests for help. This is direct customer feedback that you can leverage into outstanding content for your blog, white papers and focus groups.
- CNN: Or BBC, NBC, etc. Take your pick of network, the point is to pick up on national trends and emerging research to localize it for your content needs. Here’s an example: A few months ago I wrote a feature story on a subsidiary of ours for our company newsletter. To spice things up, I tied the story of how they’re dealing with Bring Your Own Device (BYOD) into the national trend of increasing use of mobile devices. Works like a charm.
- Local News: The exact inverse of #3, the idea here is to extrapolate a local trend into a national conversation. Let’s say you run a healthcare marketing firm and your local TV station airs a story about the area hospital making a gaffe on Twitter. How can you spin that story into a larger lesson? Can it teach us something about the importance of accountability and oversight in social media?
- Your Grey Matter: That’s right, you are a unique and bottomless well of content ideas, just waiting to be tapped. Sure, I like CopyBlogger and AllTop as much as the next guy, but they are not the end-all source of marketing ideas and opinions. The most famous marketers in the world can never duplicate your perspective, and that makes you priceless. (Tweet that)
Bonus: Keep a notebook on you at all times. You need to take your ideas and insights seriously enough to want to capture them before they drift away. I bought a 3 pack of slim Moleskine pocket notepads at Walmart a while ago and keep one in my back pocket at work, in my side pocket outside of work and on my nightstand at night.
In an age of endless RSS feeds, guru blogs and #marketing tags the problem is no longer lack of available content, it’s sorting content by relevance and usefulness to you and your audience.
What sources do you use? Post a comment below!
- GD -
July 24, 2013 by Leave a Comment
Working “in marketing” has never been as diluted a phrase as it is today. The day-to-day routine of a marketing associate can entail nearly anything under the sun, from writing copy to vector design work and more. In such a chaotic situation it would be easy to assume that clear vision and focused intent would […]Continue reading...
July 22, 2013 by Leave a Comment
Content marketing is all the rage right now, and for good reason. It is an excellent tool to build organic SEO, brand equity and industry authority. Content marketing is also a great way to invest in long-term growth for your brand; it allows you to build value in your niche today and leverage that […]Continue reading...
June 27, 2013 by 1 Comment
Have you ever had the urge to destroy all credibility and rapport you once had with your audience in one easy step?
If you, too, are itching to bite the hand that feeds you, you’ll love the following story.Continue reading...
May 15, 2013 by Leave a Comment
Life is sometimes a lot like that old Nickleback song, “Rock Star”: “We all just wanna be big rock stars and live in hilltop mansions driving 15 cars…” It’s a natural human impulse to want recognition for what we do. If we paint art, we dream of pouring out our souls to the pleasure of […]Continue reading...
January 9, 2013 by Leave a Comment
When I started revamping our company business cards I had a hard time iterating quickly while keeping a long view of the evolution in sight. I wanted a template that would let me draft multiple cards side-by-side in a clean, no-nonsense interface, but couldn’t find what I was looking for. Like any good creator, I […]Continue reading...
December 19, 2012 by Leave a Comment
Today Instagram (owned by Facebook) announced a new intellectual property policy that will allow it to sell users’ photos with no obligation to pay royalties, ever. When the new policy goes into effect on January 16, 2013, Instagram will essentially become a massive stock photo agency with no responsibility to the stock photographers to pay for […]Continue reading...