Category Archives: content marketing

Content Marketing Series

content marketing series

Just a quick one to all … I have been producing a content marketing series for Appinions, a data driven content marketing platform providing clarity on content generation and distribution. The articles provide a step-by-step methodology for content marketing to yield great results. Please checkout the first eight entries …

Content 101: Content Marketing Goals and Objectives

Content 102: Determining your Target Audience for Content

Content 103: Leveraging Your Brand Position to Produce Compelling Content

Content 104: Social Audits to Drive Content Marketing

Content 105: Messaging Strategy Before Content Strategy

Content 106: Developing a Content Marketing Strategy

Content 107: How Do You Know Your Content Will Pay Dividends

Content 108: Content Marketing Metrics

The series will continue so please check the Appinions Blog for more great information on content marketing.

Make It Happen!
Social Steve

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Marketers – Be There When I Need You

marketer helpWhy do marketers engage on social platforms? Why do marketers invest in content marketing? What does it mean for a brand to be interactive? There is an abundance of brand social presence. Why would anyone care?

The answer to these questions and rationalization for brand participation takes on numerous explanations. But there really is only one solid reason why brands should devote time and money. Brand marketers need to be ever present and interactive with their target audience because the existing and potential customer base need their help and assistance.

The emergence of digital technologies allows brands to have a voice that travels wider and faster then traditional media advertisement. But the mere fact that a brand can use digital to reach out is not a reason to do so. Simply throwing up content and posts in blogs, media channels, and social platforms are not only useless, but may be counterproductive as well. You may in fact turn off your audience by producing content they do not want to hear and value.

The magic of digital marketing is sharing something that your audience wants or needs at the right time they are looking for it. So how can you be sure you are accomplishing this?

It starts by listening; not talking. Know the sentiment and heartbeat of your audience. In the past year buzz words like real-time marketing and contextual content have been thrown about. But if you really deliver information that makes sense to your audience based upon their needs, desires, purchase history, and challenges in a timely manner, you are addressing their necessities. That is what it means to have successful real-time marketing and contextual content.

The next step after listening is engaging. Have conversations. Learn more. Build a relationship such that your audience begins to open up to you. If you build trust, your audience will tell you exactly what they want. If you have this information in your pocket, your marketing becomes easy. There is no guesswork.

Back in 2011, I wrote an article “The Most Important Word for Marketing.” The answer was and still is empathy. If you have any empathy for today’s consumer and business professionals, you know they do not like to be interrupted with blatant hard sells. As a consumer, don’t you hate pop up ads on the Internet? How many still watch live TV and actually listen to the ads (besides the Super Bowl)? How many of you on LinkedIn, get a request to connect, and then the first thing they do after you accept the connection is email you a letter offering to increase your leads? This is a complete turn off and no trust is ever won.

Digital technologies and its ubiquitous use allow us to communicate with just about anyone. But beware. Do not abuse this privilege. Don’t interrupt people in your marketing efforts. I don’t care if your responsibility is content marketing, social marketing, interactive marketing, inbound marketing, digital marketing, online marketing, real-time marketing or whatever your title means. If you want to capture an audience, you better know them and deliver to their needs. A brand that espouses their agenda fails. A brand that delivers what their audience needs wins.

Listen. Understand. Know. Deliver.

Make It Happen!
Social Steve

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Mastering and Scaling Personalized Marketing

personalized marketing

What is the buzzword for marketing as we head into a new year? The heck with buzz. I will guarantee that you will always be successful with your marketing endeavors if you follow your target audience … their behaviors and what turns them on and off. So let’s be clear on a marketing approach that will last forever. Not buzz. Not technology invoked. It is simply “Target Audience Marketing.”

Target audience marketing means that your position, communication, and entire user experience performs for your existing and potential customer base’s needs, wants, and desires. In the words of Tony Hsieh (CEO of Zappos) you exceed expectations. In agency speak; we call this surprising and delighting the customer. Let your customers know you want them and value them.

Nothing makes a person feel more wanted than providing a personal touch. Something that says I recognize you as an individual with a unique lifestyle and interests. How does it feel when someone actually reaches out to you and shows they know something about you and crafts a message for you based upon this knowledge as opposed to mass marketing? It feels pretty good. It makes you feel wanted.

Today, you can capture information about people very easily. People unveil characteristics about themselves in their social profiles and their post. Take time to look at their social presence.

Intuitively, most people know this is a winning approach that will yield successful results. But a majority of marketers are scared off fearing that way too much time is necessary. I hear you. Scaling personalized marketing is definitely a challenge.

I can recommend how to scale personalized marketing. But first, let me ask you a question. Did you send out holiday cards this year? Did you send bulk cards or did you personalize them? Did you have time to write a note of personalization?

What if you committed to sending one, two, or even three personalized messages to individuals in your target audience per day? How much extra time would that really take out of your day? By the end of the year, think about how many people you reached out to as individuals. Think about the opportunity to convert sporadic customers to loyalists. Think about the opportunity to touch people such that they become your advocates and do a good portion of your marketing for you – for free – and most compelling given they are objective sources.

I am suggesting that a little bit of personalized marketing each day goes a long way. I can attest to the fact that it works. Think about what it means to network with people in your professional life. Networking means keeping in touch from time to time. Not looking for immediate payoff. But over time, keeping in touch with peers and professionals pays dividends in the long run. I am suggesting that you do the same exact thing in the marketing of your brand. A little bit each day will enhance users overall experience with your brand.

You can scale personalized marketing. It takes commitment day in and day out.

Make It Happen!
Social Steve

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Top 14 Social Steve Digital Marketing Blogs of 2014

social steve top 14 of 2014

2014 was a pretty good year for digital and social marketing. We saw a number of companies make deeper investments in digital marketing. Many companies began to reap success as shown by their audience-focused, creative, and analytical approach.

I am most appreciative of your support and interest in my digital marketing perspectives, guidelines, and coaching in the past seven years. I am especially grateful for the increased audience growth in the past year. If you have not been able to keep up with me this year (or have and want a simple review) here are the top 14 posts of the year. Please comment and also let me know if there is something in particular you want me to cover in the coming year.

Until then, as I always say (and MEAN) …

Make It Happen,
Social Steve

14. After 10 Years of Facebook, 10 Things You Should Know About Social Marketing

13. The Content Development Plan Every Marketer Should Use

12. Experimental Marketing and the Importance of Being First

11. Why Your Budget Must Include Website Re-Investment

10. Why You Need a Chief Engagement Officer

9. 5 Marketing Musts for a Successful Year Ahead

8. Here is the Deal with Facebook

7. Successful Social Marketing – Integrating Content and Community

6. The Dramatic and Fundamental Change in Marketing and What You Need to Do

5. Enough Smoke … Here is How To Build a Social Media Marketing Strategy

4. Facebook is Dead for Brands, Now What?

3. Top 7 Reasons Why Brands Fail at Social Media

2. Social Media is NOT Social Marketing and Why It Matters

1. Here is the ROI for Social Marketing

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Think of Content Marketing as Gift Giving All Year Round

I am actually surprised by the amount of holiday eCards I have gotten this year. Some from companies I never heard of.

Holiday cards, the corporate style, what is the point? Why would a company send out cards? Because they want to wish all their potential and existing customers best wishes in the holiday season. AND there is one more reason … They want to say, don’t forget I am here when you are ready to make a purchase or order decision. Perfectly good reasons. But don’t you want both of these messages to resonate with your target audience all year round?

great contentThe message should be strong – we care. The message should be subtle – remember our brand when you are ready to buy. That is exactly how you should go about your content marketing strategy and execution throughout the year. Think about the stories, information, and entertainment that your audience will value each time they read it. It is not about pushing the product or service you offer. It is about delivering something your audience values. It is about letting them know you care – all the time.

Is caring just a seasonal thing for your business? Do you only care about your audience for one particular time of the year? Let your customer base know you care and you want to help them all year round. Do it by having a content plan that first examines what your audience wants. Cater to their desires. Measure their reactions – traffic, comments, and shares.

I hope you have found the content I have delivered to you valuable throughout the year. Here’s to a great year ahead for all.

Make It Happen!
Social Steve

PS – starting next month I will be producing an article twice a week for Appinions. If you are not familiar with Appinions, it is a platform that provides real empirical data to help you drive your content strategy and execution. Learn more at appinions.com and make sure to read my column on content marketing tips at blog.appinions.com starting in January.

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5 Marketing Musts for a Successful Year Ahead

5 marketing mustsIt is the end of the year and many are making their predictions on marketing trends for 2015. Yes, I am sure those trends like mobile, content marketing, and big data will make many lists. Heck, I think some prudent blogger will even say smart small data will be bigger than big data.

But I don’t think it should be about trends. I think it is about taking what you have learned about your target audience and putting that to work for your brand. If you want your business to thrive, you need to understand the people you serve. I am often quoted for saying “marketing is the psychology of business.” How do you get their attention? How do you gain their interest? How do you get them to buy your product over the competition’s? How do you make them enthusiastic and loyal to your brand? And most powerful, how do you turn them into your brand advocate such that they share the supreme value of your brand with their friends, family, and colleagues. A business psychologist knows how to motivate people.

So if you take this mentality and examine people’s shopping and purchasing behavior (both B2C and B2B) in the past year you will know what is important and imperative for your marketing strategy and execution. Understand the psychology of your audience. Understand how you appeal to their emotions. Taking this approach I have identified five marketing musts for the coming year.

1) Storytelling – disruptive advertisement is out. People do not want ads thrown in their face. They react negatively and many now ignore ads. 86% of people skip TV commercials. 44% of direct mail is never opened. 91% of people have unsubscribed from company emails they previously opted into. On the other hand, people love compelling stories. “Storytelling is a means for sharing and interpreting experiences. Stories are universal in that they can bridge cultural, linguistic, and age-related divides… Storytelling can be used as a method to teach … Learning is most effective when it takes place in social environments that provide authentic social cues about how knowledge is to be applied. Stories function as a tool to pass on knowledge in a social context.” (Source) One thing has not changed since the beginning of mankind … People like stories. People remember stories.

2) Holistic User Experience – Consider how your audience captures information. Who their influencers are? How they become aware of products and consider them for purchase. What path do they take on their journey to purchase and how do they remain loyal. What motivates them to become an advocate? Aim to get your target audience emotionally bound to your brand by having deep empathy for them. And then leverage that knowledge of empathy by delivering a user experience in every company-customer touch point that is truly appreciated and valued by the target audience. (By the way, if you want some excellent suggestions on integrating storytelling with your user design, checkout Adam Kleinberg’s article “Storytelling and User Experience Are on a Collision Course” in AdAge.

3) Personalization – people are rejecting brand communication because they are inundated with uninteresting and irrelevant correspondence being thrown at them. Companies need to use information sources to better understand their audience. Companies need to deliver meaningful engagement based upon social listening and profiles, purchase history and other CRM data. Individuals are much more likely to accept brand communication if it is relevant to them personally.

4) Community – A community is a social unit of any size that shares common values. Don’t be preoccupied with the number of community members. Rather, think of each community member as a potential brand advocate. Your brand should not only demonstrate that it shares common values with its audience, but also be the source for people to engage with other likeminded individuals. If the conversations between people with common values happen in the brand domain, the brand is further associated and valued to each member of the group. Learn more about the business value of community in the articles “Successful Social Marketing – Integrating Content and Community” and “Why Facebook May Not Be Your Brand’s Community.”

5) Advocates – Nothing is more influential then an objective person telling another about the greatness and value of a brand. The word of friends, family, and colleagues clearly trumps a company marketing their brand. So what if a brand focused on a finite relatively small group to engage with to get them to love their products and brand. What if the marketing strategy was to then unleash this group to rally support for the brand? I am not suggesting forgetting about the mass target audience. It is not an either-or brand-marketing proposition. Do both. But recognize the results you can drive with a set of advocates. Make advocacy one of your marketing pillars.

And there you have my marketing suggestions for the next year. It is not a list taken from assessing technology wizardry. Not a list based upon trends and hype. It is customer centric. Always going back and understanding the behavior and motivations of your audience will drive success.

Marketers need to evolve because their audience is smarter and has more control than in previous years. Marketers’ brand position and reputation is now partly defined by the democratic people. I believe that marketers now need to think of themselves as running a successful media company. That is, they always ask themselves, “How do I get the audience to consume my brand, my story, my video, my picture, my article? What will make them share it with their friends?” If you follow the five areas I outlined, you will get there with measured success.

Make It Happen,
Social Steve

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9 Factors Separate Social Marketers that are Ready to Kick Butt

It was seven years ago that my marketing career took a new turn to the world of social marketing. I noticed early, that brands would lose some control of their position and reputation as dictated by the democratized public. The people had a strong set of platforms to share their likes and dislikes for companies, brands, and products. In fact these objective opinions and declarations trump brand-marketing communication. The audiences’ voice is loud and moves fast.

Then I felt like I was pushing a boulder uphill in social marketing. But now I see the struggle easing and a good deal of the smoke clearing. I see that brands want to plug into their audiences’ behaviors and actions. Companies have a strong interest in leveraging digital and social technologies. Trepidation has been replaced by exuberance and to outsource or employ knowledgeable and experienced social marketers. And now I see that there are a number of social marketers ready to kick butt and make a real difference in empirical results that align to companies’ KPIs (key performance indicators).

social marketing success

So what are those successful social marketers doing that set them apart from wanna-bes? There are nine factors or social marketing practices that when executed together distinguish social marketers that will rise to the top.

1) Strategy – A while back I wrote an article “Where You Start in Social Media Strategy Defines Where You End Up.” You cannot just “do social.” You must start with a mission, goal and objective, and follow up the documented strategy with a plan.

2) Listening – When it comes to social marketing, I know you are talking, but are you listening. A key element to building a relationship is listening. I always liked the line; “we have two ears and one mouth so we should listen twice as mush as we talk.” Social marketing champions listen to people talking on the brand’s digital and social assets and the ones that the brand does not own. They listen for brand mentions as well as keywords that are relevant in the brand category.

3) Empathy – probably the greatest factor in social marketing success is having complete understanding and empathy for your audience. Successful marketers understand their audience. They know what turns them on and turns them off as well as what motivates them to deliver word of mouth marketing for the brand.

4) Messaging Strategy – this is a function straight out of marketing communications 101, but at the same time not an area the social marketer always tackles. Shrewd social marketers know exactly how they want their brand to look and sound in social channels. They make sure all communication and correspondence uphold the brand image they desire in social communications.

5) Content Strategy and Plan – In order to have a successful brand social presence, you need to have a continuous and compelling stream of content. Brands need to think like media companies. Many marketers find it difficult to shift from an advertorial mentality to a softer content marketing approach. (Required as a function of target audience perception and behavior.) To help here, I have offered advice. Start with three articles from this year – a) “4 Tips for Winning Content,” “Delivering the Content Your Audience Wants,” and “The Content Development Plan Every Marketer Should Use.”

6) Sharing – the best social marketers understand and plan how to get their brand content shared. It is more than simply having social widgets attached to a blog article. Rich relationship building and seeding various calls to action spawn greater brand sharing.

7) Personalization and Engagement Plan – in the day and age where just about every brand is going to partake in social media, successful brands need to be most relevant to their audience. Relevance comes from understanding individuals through engagement and personalization. Leading social marketers increase relevancy to their audience by having personalized communication and well defined engagement plans and then fine-tuning them based upon executional results.

8) Community – More and more social marketers and community managers are learning from the strengths and shortcomings of having a brand presence on Facebook. They are learning the true value of having an online community of loyalists and advocates that can be unleashed to do marketing on behalf of a brand. Now, Facebook has practically abandoned non-paid brand presence. At the same time, brand communities activate loyalists to produce advocates. Given these circumstances, I recommend you check out “Successful Social Marketing – Integrating Content and Community.”

9) Know How to Measure Results – I do not care what role anyone has in any line of business. You have to show results that are meaningful to the executive team. For social marketers this means going beyond “reach and engagement” because most executives I know cannot translate “reach and engagement” to their KPIs. If this is an area that still has you befuddled read “Here is the ROI for Social Marketing.”

So yes … I think there is a fair share of movers and shakers in the social marketing arena. And yes there are still a greater number of fakers out there. But the point is that you now have a large enough talent pool to go after to make a difference in your business. Drill into your candidates and make sure they have experience in the 9 areas I outlined above. And as always, if you have a question or need some help, contact me.

Make It Happen,
Social Steve

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