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Content Marketing ~ Start Thinking Like a Publisher

9 Feb

This is a good article…marketing is changing as we all know. There is definitely a point here in that we need to start thinking like publishers. As I’ve said before, it takes time and you need to make sure you have the resources to handle it!

Content Marketing ~ Start Thinking Like a Publisher.

via Content Marketing ~ Start Thinking Like a Publisher.

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What’s all the fuss about content marketing?

6 Feb

There is so much out there on content marketing and it’s a revolution happening right before our eyes. I wanted to explore this phenomenon and discover what all the fuss is about…using myself as the content interactor. I’d love to hear your thoughts on the challenges you face with content marketing…

The content marketing revolution...what's the big fuss about?

The content marketing revolution…what’s the big fuss about?

I decided to use myself as the ‘test subject’ so to speak, to get an understanding of this revolution that is taking the world by storm. I used a typical day in my life, as a consumer and as a business woman, to get the inside scoop. What I’m trying to get to are my behaviours and actions, as a consumer, with the various content that I come into contact with on a daily basis. What works, what doesn’t and why? What am I looking for in content and what do I get out of it? These are critical questions that marketers need to ask themselves when creating content.

So, what’s all the fuss about?

Here is a day in my life…

8am – I’m at my desk and the first thing that I do is trawl through my emails. Due to the nature of my job I am subscribed to every blog and newsletter out there that deals with social media and content marketing. This is an ever-changing landscape and keeping up, let alone doing my own work, can be challenging. When I turn on my computer there are normally at least 14 emails relating to these subjects. What speaks to me and what doesn’t? I only have a certain amount of time…so grab me upfront.

So much to read...grab me quick

So much to read…grab me quick

  1. The headline (obviously), but it really can make a difference. Something that stands out as particularly relevant to me, doesn’t sell or has a humorous angle, are normally the ones that catch my eye.
  2. The design of the email – if it is well designed and clean with a click-through to an article this is normally ok with me…I find dense text a bit overwhelming. Quite frankly I don’t have the time.
  3. Bring me an infographic…well I’m right there with you. It’s quick, it’s easy and it’s useful. Perfect for us busy creatures of today.
  4. The initial interaction – if the opening paragraph is dull as dishwater – Hasta la vista baby, I’m out of there. The headline needs to deliver on the promise it makes.
  5. The body copy – the headline and the first paragraph have drawn me in as it’s relevant and a bit humorous or particularly thought-provoking. Now I carry on reading, taking up my precious time. Then, with horror I realise that the body copy is not entertaining, doesn’t deliver on the headline promise and quite frankly I’m practically asleep. Cheers, it’s been nice knowing you. Unsubscribe to that email newsletter quick. Phew at least there will only be 13 tomorrow to trawl through (well let’s hope that they manage the unsubscribe quickly as they should!)

10am – So I’ve trawled through my emails, what now? How have I interacted and what has set my world on fire?

  1. I’ve visited a couple of times and quite frankly you’ve hit the nail on the head with me. Guess what, I trust your content and I really like your writing style. I have to mention one of my all-time best blogs here www.blog.hubspot.com.  My favourite post headline was ‘How to totally suck at Marketing’. In all my interactions, I’m looking for trends to keep up to date with (this differs from person to person) and this did it for me. I also used this presentation for a company I’m working with to prove my point about certain marketing techniques. So this article ticked all the boxes for me. Another very interesting article was ‘How to be a spammer in 20 simple steps’ This article amused me and once again I used it to prove a point…woo hoo! So for me it was a win, win situation.
  2. Now that I trust you and feel like you are targeting the right information at me, I’m visiting more regularly. In fact I’m even starting to engage with you. Then the next part of the magic formula, I love your content so much that I’m beginning to share it too. Your marketing sweet spot and my needs are met. Perfect!
  3. Now what’s really ticking the next box for me…please don’t try to sell me something each time you send me an email. I immediately shut off. My decision process is continuing all the time as I’m interacting with you and my curiosity is growing as I’m starting to see how your product could help me…yes really. Soon, oh soon dear company who gets it right, I will be asking for a quote.

In Summary

What’s the big fuss about?

  • The people who are doing it right are fulfilling my need
  • They are also helping me solve some business problems
  • They are not selling to me…they are guiding me in my decisions – gently
  • They are also sending me regular information, and because I now trust them, I’m sharing their stuff

So that’s why there is a big fuss about content marketing – and rightly so! Tick all the boxes for your clients.

But be warned when you embark on content marketing for your business – have a content strategy, have a content plan and calendar and churn it out (quality over quantity works)! Be prepared that this takes an immense amount of time, and that cannot be ignored. Get experts in your field, get the right people and also have copywriters to help with this process. Keep learning and adjusting and it will pay off…even if it takes a bit of time. It is not an overnight success story.

I’ve worked in many industries in generating content, and have a large amount of strategic experience, so if you do need any help, give me a shout and I’ll see if I can help out (it’s not a hard sell I promise!).

How are you managing content within your organisation? Is it taking an immense amount of time and is it paying off?

Is Customer Relationship Management important?

30 Jan

In one word…absolutely!

But what is CRM? It is actually about looking after and recognising your customers as individuals, in it’s most simple form.

Think about it this way – as a person in the working world, do you like praise, appreciation and thanks? Do you like to be treated as an individual? If you’re a regular customer at a coffee shop or a bar, do you like the fact that your host recognises you and gives you a bit of extra attention? I bet most people would answer yes to those questions. Why? Because it makes you feel valued. I know for me, tell me I’ve done a great job (only if it’s deserved obviously!) and I will move heaven and earth for you. We all love to feel special at times. Now, if you like it, how do you think your customers would like it?

As a paying consumer I am often amazed at what a brand promises and what a brand delivers on the ground. How many of my friends and colleagues, as well as me, just get mediocre service at best. It is all too often the case that we are sent from pillar to post just to try to get an answer, and half the time we don’t get an answer at all. We give up, and you know what, will probably just take our business elsewhere without airing our grievances to those who really should know – the company that we’re dealing with. We do however tell all our friends about the shocking service we received, and this as we know can be harmful. Don’t get me wrong, it is impossible to please everyone, but it’s how you as a business are geared to deal with unhappy campers that makes all the difference. Customers often feel like a little number in a huge pool of big numbers…quite frankly they shouldn’t.

Now think of the flip side – you walk into your local coffee shop, which is a small business. The owner comes over and greets you and says would you like your normal? Wow, you feel quite delighted! I remember in my youth in London, without giving too much away about my age, we were regulars at a particular pub. They would see us coming down the street and as we walked in our drink was ready and waiting, whilst all the other customers were waiting in line. We felt special, so we kept going back, over and over again.

In my opinion, big businesses have a lot to learn from small businesses in most instances. The difference lies in the fact that small businesses are fighting for survival and are always engaging with their target audience on a much more personal level.

But there are some corporates doing it really well. Take www.kulula.com as an example. At each and every point I engage with them, on their website, on a plane, their call centre…the message about who they are is very clear and they live and breathe it. The cabin crew especially are amazing and to me they completely and utterly are a true representation of their brand.

So, hopefully you can see where I’m going…to keep your customers delighted, engage with them and treat them as individuals. In my years of experience with big corporates in London and in South Africa, it forever has, and always will amaze me at the reluctance of big companies to implement a truly world-class CRM strategy. In so many instances, businesses focus on chasing the numbers for new customers, tend to forget a bit about their existing customers, and don’t really have a plan on how to keep the new customers that they’re getting. Bad idea!

I believe that CRM is an absolutely critical element of any marketing plan and should not be ignored. It comes at a cost, which is often the stumbling block for companies…your software, your database, your infrastructure and your staff all cost money but are important elements in getting it right.

As a customer does it frustrate you when a company gets information wrong…your name, your address, your title or what you’ve bought? I get frustrated and that’s why the investment into your database has to be done, and it has to be done properly. Data cleansing, de-duping, unsubscribes are critical. You might even need to conduct a telephone drive to make sure your database is up to date, but the investment is well worth it.

But it’s not all doom and gloom, there are a lot of companies out there that are realising the value of CRM Strategies…and are investing into world-class CRM programmes. They will do well. Of course to do well, they will have to get it right! But that’s part of the challenge and that’s what makes it more exciting…it has got to be a fundamental part of your marketing plan.

I would love to hear your thoughts on your experiences of CRM…look forward to your comments.

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