Category Archives: content marketing

5 Keys to Audience Development

audience developmentMarketing must change because audience behavior has changed. Customers and clients are skeptical of brand claims. They no longer accept brand advertisement and most of their communication. Brands must build strong relationships with their audience in order to build emotional connections, convert customers/clients, and motivate advocacy.

Recently I suggested that “Companies Should Eliminate Marketing Positions.” I emphasized that marketing communication aimed at the push of brand messages is obsolete. “Marketing” (as it is practiced by an overwhelming number of companies today) must change. A marketing approach must now be aimed at audience development. Commitment to audience development yields winning long-term brand success.

Audience development takes time. Everyone wants to have a million followers that connect with their brand on multiple social channels and convert (sign up or purchase) on their brand site. The reality is that people are not going to just connect on the channels that you want; they will connect on the channels they want. Thus, you must be active on all the key channels that your audience participates in. And audience development will not happen over night. (That is why it is called “development” as opposed to “conversion.”)

There are five key elements to audience development. Invest and stay committed to the following:

1) Monitor and listen. We have two ears and one mouth. We should listen twice as much as we communicate. Monitor all digital platforms, channels, and forums for keywords within your brand category. Listen to what people say. Learn about their needs. Make sure you monitor for your brand name. When people mention you in a positive light, make sure to thank them. If someone says something negative, take the high road. Apologize and whatever you do, do not try to win a debate. There comes a time to just let it go.

2) Engage. When you find someone that mentions a topic applicable to your brand category, reach out to him or her. Offer help, information, and/or inspiration. Be congenial; do not push your brand agenda. Make a friend.

3) Find influencers. It is great when you have others helping you to build your audience. But remember, influencers are not compelled to build your audience; they are compelled to build their audience. Thus you need to find a reason that influencers would want to work with you. For more on this see “Stop Looking for Influencers; Find Great Partners.”

4) Have a content strategy. Content helps to get the word out of your brand. Brand content serves a number of winning purposes:

a. It helps to establish the brand as an authority in a specific category.
b. With the use of social marketing it is a way to proliferate valuable information that gets associated with your brand.
c. It allows others to share your brand.

Get more information on setting up a content marketing strategy and plan here. Consider the different types of content you need to manage here.

5) Use paid media. Consider using digital paid media such as Facebook ads and SEM (search engine marketing – Google ads). These types of digital ads integrate well with your organic audience development endeavors. They are low cost ad vehicles that can be implemented in a non-user-intrusive manner.

I believe that marketing communication has reached its useful end. While brand communication remains important, it must be executed with the objective of audience development. Not as a method to pound brand position. Customers/clients behaviors drive the need to change this mentality. Brands need to change and have a build audience mentality, strategy, plan, and execution.

Make it Happen!
Social Steve


Filed under brand communication, brand marketing, brands, content marketing, influence marketing, marketing, social marketing, social media, Social Steve, socialmedia, SocialSteve

There Are Only Two Things People Want from Your Brand’s Social Presence

brand social presence

How many brands’ posts’ get added to social channels in a given day? Some massive number close to a gazillion. (Now that is some empirical data for you :)) But how many of those posts actually resonate with the intended target audience and get shared. Unfortunately, the number is the inverse of a gazillion. That is because only a small minuscule percent actual gain traction. If you stop to think about it, you might get appalled at how much time, money, and effort are meaningless for brand social marketing.

So stop. Get back to basics. And at a high level reflect on why anyone would give any care to your brand’s social presence. It comes down to two simple mentalities. They want compelling content and they want a connection that makes sense for them, not you. Lets break these down a bit.

Compelling Content
Compelling content (from the audience’s perspective, not yours) must consists of educational and/or entertaining information. That is it. Forget all the other junk. Your audience wants to learn something important. And when I say your audience wants to learn something from you that does not mean product/service features. Give your audience something that enlightens them.

Content need not always be informational. It can be entertaining. If you go this route, think of your brand as a media company as part of a billion other media companies in a market. How is your entertaining content really going to stick out in a very crowded field?

It is worth noting that content can be both informative and entertaining. If you want more information on producing stellar content for your audience, I have written a number of articles on this topic. Some suggested pieces are:

Think of Content Marketing as Gift Giving All Year Round
4 Tips for Winning Content
Delivering the Content You Audience Wants
A Content Marketing Approach That Works

Yes, some people really value connections with brands. But that is only the case if you make it worth their while, not yours. Forget about connecting with customers. Your mentality should be to connect with friends that happen to patronize your business. Friendship mentality. Not customer mentality. If you connect with people in this approach, I guarantee that you will build strong relationships that pay dividends. Friendship means being there when someone needs you. This is how brands must treat their customers. Put your agenda on the back burner and the needs, wants, and desires of your target audience at the forefront. Have empathy for your target audience and be proactive to their wishes. Stay engaged.

You need both a winning content and connection strategy, plan, and execution.

I have painted a very competitive and crowded environment where it is tough to stick out. But the fact is I am still most bullish on social brands. Nothing can build stronger brand love than a great social presence. It is just a matter of doing it right or not doing it at all. Right by your audiences’ terms. Not your agenda.

Make It Happen,
Social Steve


Filed under brand communication, brand marketing, brands, community, content marketing, marketing, social marketing, social media, Social Steve, socialmedia, SocialSteve

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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Filed under brand marketing, content marketing, digital media, marketing, social marketing, Social Steve, SocialSteve

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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Filed under content marketing, digital media, Facebook, social marketing, social media, social media marketing, social media organization, social media ROI, Social Steve, socialmedia, SocialSteve

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 and make sure to read my column on content marketing tips at starting in January.

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