Junta42 Content Marketing blog

Heck with the Recession; Companies Are Investing in Content Marketing

Luckily, I was on the golf course yesterday instead of catching the news about the blood bath on Wall Street. Upon coming back to the office, I looked at my stock portfolio.  Ouch...a sea of deep red.

It's already been a challenging year for most companies, and it seems that we have yet to turn the corner. Especially until we figure out where the financial industry is headed.

That said, small, medium and large companies continue to pour money into their content marketing. Although I rarely promote our service, Junta42 Match, on this blog, it's worth using as an example of what is going on in the marketing world.

With very little Junta42 marketing to date, business and marketing professionals from all over North America (and globally in some cases) are finding our little site to search for content partners.  Yes, some of these projects are small - white papers, enewsletters, and blog help - but extremely important to their marketing activities.  They need to find the right vendors, so they seek us out. We've also seen other projects from some of the biggest brands in the world with high six-figure projects like custom magazines and versioned newsetters to customers and prospects.

The biggest eye-opener? Approximately 90% of the content projects coming through the system are NEW. This means that these aren't ongoing projects that they look to outsource or find a new vendor to replace their current one.  This means that they are investing in content in order to sustain or grow their business.

As ad spending falls at its steepest rate since 2001, businesses are taking that money and investing it in content activities that help to develop a conversation with customers and prospects.

Here are the types of approved projects that we've seen through the first three months (number in parentheses is the total number):

Advertising/Sales Management (3)
Advertorials & Supplements
Blogs (9)
Books - Electronic (eBooks)
Books - Print
Case Studies (2)
Custom Events & Roadshows
Digital Magazines (6)
E-mail Newsletters (9)
Magalogs
Magazines - External Audience (15)
Magazines - Internal Audience (6)
Mobile Solutions
Newsletters - External Audience (6)
Online/Virtual Trade Shows
Podcasts
SEO/SEM (2)
Syndicated Content Packages
Video
Web Portals/Microsites (3)
Webcasts/Webinars (2)
White Papers (9)

We've seen a lot of research to date about the growth in custom content and custom publishing. Even though we "hear" it, it's hard to visualize unless you can see it first hand. This type of Junta42 data shows that more marketers are taking up the content flag and selling it successful in their own companies to fund content-based projects.

In recessions, marketers turn to the initiatives that have the most impact on their current customers. What does that better than valuable, relevant and compelling content?

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Six Key Considerations for Your Social Media Strategy

I just finished a speech at the Online Marketing Summit in San Diego where I discussed the trend of "marketers as publishers" for about an hour.  Great group, excellent questions. During the speech, we discussed social media applications like Twitter, Facebook, and LinkedIn (among others).

I spoke at an OMS event six months ago, and the number of people using these three social networking applications have easily doubled (as measured by a raising of hands) over that time. Social media is literally part of a marketer's life today. With that, most of the audience is still confused on a social media direction.

Throughout the event, the biggest questions revolved around issues like "Should we do a blog?" - "How do we create ROI from Facebook?" - "What resources should we allocate to a social media effort?"

All good questions, and the answers are different depending on your target audience and goals.  Overall, here are some key considerations to a social media strategy that were discussed throughout the day.

1. As a marketing professional, use social media yourself before you make any decisions. Whether it's a blog or a Facebook account, there is no way you can make an educated decision about their place in a marketing program unless you have some idea of how they are used. So, whether or not you are going to do anything in social media, you must first be a user to properly direct your company's social media strategy in the future.

2. Forget about ROI. Social media (when you get there) will be a cost of doing business. Defining ROI with your social media strategy is much easier for a smaller company. You can track people you've met through the blog or Twitter and began a business relationship. For larger companies, social media activities are mandatory for getting involved in your customer and prospect conversations. Treat it as just part of having a business. Your customers are talking about you. As a company, you just need to make a decision about whether you want to be part of that conversation or not.

3. Assign a Reputation Manager. Since customers are talking about your brand, someone needs to be a champion for listening to that conversation using tools such as Google Alerts, Boardreader and Technorati - or dig even deeper with these reputation management tools.

4. Focus on the audience. Don't let social media scare you. These are just tools to help you communicate with your customers and prospects. Keep the focus on your customers' informational needs and you'll head in the right direction.

5. Don't make up marketing objectives to fit social media. Don't try to force objectives into online tools that just don't fit. As with all marketing tactics, there are marketing objectives behind each one. Keep your fundamentals in place, and then decide if social media can help you get there.

6. Honesty and transparency is required. No brands can hide anymore, so don't try. Just accept it and move on. We have no control over our brands - they are in our customers' hands. All we can do is be a part of the conversation and shape it best we can. Once you throw your hat in the social media ring, be completely honest - or get burned.

Does the Internet Democratize or Commoditize Content?

I received a very thoughtful rebuke from Stanford Erickson of my recent article in Folio magazine called "Is the Media Iceberg Melting?" In this article, I discuss why the media landscape has changed and where the opportunities lie for the successful media companies of the future. In it, I discuss how the Internet (and Google) have created new opportunities for corporations to communicate directly with end-users instead of through traditional media outlets.

After our email conversation, I asked Stanford if he wanted to follow up on his comments with a guest blog post.  Below is that post.  What say you?

Praising Print and Disparaging the Internet

The Latin poet Quintus Horatius Flaccus, or Horace (for short), who lived during the transition between B.C. and A.D., wrote that all writing (and all media for that matter) needs to be a combination of “dulce and utile.”  Building on that thought, I believe all writing, publications and other media require an appropriate ratio of dulce and utile.  For example, B2B publications, columns and writing about business in general require more utile than dulce. General news and interest publications probably need more dulce than utile. The most successful writers and editors have a knack of getting this ratio just right for their audience.

Joe Pulizzi in his article “Is the Media Iceberg Melting?,” which appeared in the August issue of Folio, raised many interesting points of how media companies are failing because Google and other search engines are “democratizing” content. By “democratizing”, he means they are providing useful information without the need of an expensive media platform, such as Forbes, The New York Times or The Economist.  He also notes that businesses, by hiring former journalists, are going directly to their customers with useful information via the Internet.

I take issue with this somewhat.  First, yes anyone with access to the Internet has access to an audience.  But more than “democratizing” information, to a greater degree, this is  “commoditizing” information.  And if a major purpose of providing the information is to monetize it, the commoditization  of  information on the Internet undermines that purpose.  All of us who believe in “brands” contend that greater value usually is attributable to brands more than commodities.  By this I mean, when you read The Washington Post, for example, your mindset already is prepared to accept credibility to a degree. And money usually blooms in credible soil.

This segues into my overall skepticism of Pulizzi’s premise that there is a great deal of monetary effectiveness from media-type information on the Internet. At one point in my career I was a member of Knight-Ridder’s advisory group to its New Media Center. Both Knight-Ridder and the New Media Center are now defunct.  Knight-Ridder put tons of time and money into the Media Center to help transition its printed products to be viable via the Web.  We found that there are two major problems with the Web, from a print media point of view. The writing style useful to newspapers and magazines is too clunky for the Internet.  Also, the Web provides information largely in a vertical format. We humans have been used to obtaining written information horizontally. The changeover from effectively digesting information vertically rather than horizontally, most pundits believe. is generational. I think if is more like several generations.

In addition, we humans have short-term memories.  Therefore when we read something on the computer and then scroll down or mouse over, we usually cannot remember what we read.  Whereas if we are reading a horizontal newspaper or magazine, we can easily flip back to recall what we read.  Printed publications have the advantage of being much more efficient in imparting salient information that needs to be digested, analyzed and reread.

The Internet is a wonderful aggregator of information. It helps create communities of like-thinkers. But its short-attention span and physical and mental restrictive modality does not necessarily lend itself  to the pursuit of thoughtful and effective communication for which advertisers are willing to pay.

Stanford Erickson
President
Media Integration Consultants
Annapolis, Md.
Serickson11[at]msn.com

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2008 Custom Publishing Award Winners from MIN

Below are MIN's 2008 Integrated Marketing Award winners in the custom publishing categories.  Congratulations to the winners.  For the complete list of custom publishing nominees, check out this list.

Custom Publishing Project

Meredith Integrated Marketing for DIRECTV ACCESS, December 2007

United Business Media LLC and CA for Smart Enterprise Magazine

Customized Web Site/Microsite       

Advanstar Communications for Modern Medicine

PEOPLE for Toyota Celebrity Central Program

Special Advertorial Section

National Geographic Magazine for Intel

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Google's Sam Sebastian on B-to-B Content Strategy

I had the pleasure of seeing Sam Sebastian speak at the recent ABM/FIPP conference in New York. Sebastian is director of b-to-b and local markets for Google, and provided some interesting luncheon comments for the international group of publishers.

Here is a link to Sam's PowerPoint presentation, with thanks to ABM.

Sebastian started the presentation by discussing what is important to b-to-b marketers during this current economic downturn. According to Sebastian, 66% of marketers interviewed by the Association of National Advertisers (ANA) in 2008 indicated that their marketing plans have been impacted and are changing as a result of the current economy. His solution to this was three points:

1. Continue investments in search and online
2. Tap into the marketing value of online communities
3. Experiment with new ways to create and share content

Another interesting statistic - According to Forbes.com and Gartner, 67% of CXO's cite the Internet as the most influential and important source of information. In addition, Enquiro research found that 70% of executives use search as their primary research tool.

If you've been following this blog, these stats are nothing new, but they continue to show the importance of content. Sebastian's biggest point was that success for b-to-b marketers lies in the quality of their online content. His advice to the crowd was to "build mountains of content" and distribute to customers and prospects in a targeted manner.

Sebastian also noted the success of online communities such as Salesforce.com's Successforce and TheITRoom.com sponsored by Dell.

My Takeaway - Google gets it. It's about content for buyers at the right time during the buying cycle. It's about thought leadership content to position your company as an expert business resource. It's about having a conversation with customers, and getting let in that conversation by providing trusted information.

Knowing this, even though Google says they are not in the content business, they will be someday. They themselves see the importance of distributing content (since that's what they do for everyone else).  Tools like Orkut and Knol are just the start. Watch for more to come and see how Google will start to move away from it's "content distributor" statement and morph into something different.

Related Articles

• Do What Google Does with Your Content Marketing
• Will Cuil's Search Engine Dent Google's Armour?
• Add Content to Your Website without Adding Content - Google Custom Search

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Six Strategies for Keeping Content Fresh

I'm a content guy.  I'm not a landscaper or outdoors man. I've tried a few times, but the results haven't been pretty. That said, the cherry blossom tree in our front yard needed some major cleanup. There were many branches that were dead and the tree looked like it was getting choked to death. So, up the tree I went (btw, the picture on the right was taken by my five-year old son, Adam...not bad, huh?).

About five minutes after this picture was taken, I was doing my thing about 15 feet above the ground. Just then a 60-mile-an-hour wind gust came along (really, no kidding). I wouldn't say that my life flashed before my eyes, but it did scare the crap out of me (While I was screaming for help, my wife was on the ground laughing uncontrollably).

Being the anal retentive marketing person I am, I immediately tried to find some business meaning in this event. I thought of most of the websites I visit today. Sadly, a good majority of the sites that are out there today don't evolve with the (high) winds of change. Even though business spending has altered quite a bit in the last year, some sites haven't touched their sites.

Even worse, some of the web content is completely out of date and contains irrelevant copy. What kind of impression does this make to business decision makers?

To combat this, here are six content strategies to employ right now to get your website back into shape.

1. Remove Dead Branches - Assign three different people from your company (one from marketing, one from sales, and one from accounting/finance) to perform a content audit of your website.  Give them a few days and make sure they click on EVERY link (bad content show up in the worst places). Give them a scoring sheet that includes a reference irrelevant content, areas that don't make sense, and overall impression of the site and how to make it better.  This is an invaluable exercise.  You won't regret it. (See Douglass Karr's note below on monitoring bad links).

2. Assign a Conversation Champion - This doesn't mean the person responsible for your website. It means the person responsible for communicating with customers through the web.  Kodak calls this their Chief Blogger. Some use Chief Conversation Officer. Whatever you use, find a champion in your organization who is web savvy, enjoys social networks, and lives the brand of your company. Put them in charge of getting involved in relevant forums and commenting on industry blogs. If you have a corporate blog, this person should be heading it up. Your Chief Conversation Officer should also be integral on the relevance of your website.  Find the person, give them the keys, and let them run with it.

3. Why Aren't You Blogging? - There are many questions to ask before you start blogging. Some cultures just aren't a good fit for it. That said, there are so many important reasons for blogging that all companies are at least considering it. Creating a blog is the one area where you can get out from under the corporate branding standards and show a little personality. Personally, blogging has been the most important business tool in growing my business.  It can be for you as well. For tips on keeping your blog content fresh, check out this post.

Integrating a blog into your website is probably the easiest way to keep relevant and timely content on your website.

4. Set Up Listening Posts - Are you listening to what your customers and prospects are saying? If not, here are a few quick tips.

- Set up Google Alerts on your brand name and key industry words. Assign someone to track these, if not yourself.

- Monitor blog search tool Technorati. There is a conversation going on about your brand.  Make sure you get involved in it.

- Wondering who is twittering about you? Use Twitter Search to find out. The best thing about Twitter is how honest people will be about your brand.

Use these tools to understand what's going on with your customers to position the content on your website for what they are really dealing with.

5. Go "No Sell" with Content - You should be developing at least one "non-sales" white paper or research project per quarter specifically targeting your customers/prospects biggest problem (if you have multiple customer segments, than you need one for each segment). We did this with our "Attract and Retain" white paper to marketers, and the Custom Publishing New Rules for publishers. We are currently in the middle of launching our next white paper on Trust. Position yourself as a thought leader and be the trusted business partner that your customers are looking for. Highlight your white papers on your website. Don't you think "Dealing with XYC during a Recession" would be important to your customers?

6. Water Your Roots - Lead generation strategies bore me sometimes.  Everyone is always talking about how to get new customers. This is important, but especially in the current economic times, you should be committing the majority of your resources to current customers. Does your eNewsletter speak to their needs? Are your salespeople or executives making calls or visits to them to find out what their pain points are? Do you have enough communication resources dedicated to current customers?

A strong focus on current customers in hard economic times may create the most dividends when the winds settle down.

By plugging in these six strategies into your marketing program, you'll be well on your way to a better conversation with customers and prospects.  If anything, choose three and implement them now. Once those are complete, start the next three...rinse and repeat.

Relevant Articles

• How Poor Marketing Kills Great Content
• 16 Questions to Ask Before Launching a Content Project
• Want Customer Loyalty? Create Customer Wins with Content

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Traditional Media Bad, Custom Content Good

Anyone in marketing must be sick of hearing about how bad it's getting with in the media world. Brands across the board are slashing their media spend, at least according to a recent Reuters' article.

In the article, the prediction is made that 2009 could be as bad, or possibly even worse than in 2008 for traditional media spending. In general, we are most likely looking at flat spending for 2009.

Traditional media is not dead by any means. Leading brands spent good investment on the Olympics, and the political race is always a boon for traditional media in the form of TV, radio, print and online display. At the ABM/FIPP Business Media conference, in-person events are continuing overall growth, and innovative companies like Google are still looking to break into the traditional radio and print space. So, if Google is interested in it, that's where the money is.

That said, the trends are flat to down for traditional media.  They have been, and continue to be, and we see stories like the one from Reuters and others talking about the death of media.

The Problem Is Not Media
This is important.  Nothing is broken about media itself.  Consumers have more media choices than ever before. They can also turn on or off most online advertising by opting in or out of particular messaging.

Just this morning I started the day with the print newspaper, caught a bit of news on CNBC, checked the news highlights and RSS feeds on Yahoo!.com, and caught a few industry articles on the web.  Getting information is easier and more effective than ever.

That's it.  It's key is information.  Wow, we've hit on it.

Information is what people want, not advertising.  They want to be educated and entertained by really good stories. Just this week Story Worldwide CEO Kirk Cheyfitz said that there are only two ways that customer communication works - to give customers relevant content or to give them a good time. It's that simple. Those two things create brand engagement.

Now look at traditional advertising.  It's very hard to deliver relevant and compelling content or give customers a good time by renting space with a media company.  It's hard to create true engagement. Here are a few reasons why:

1. Limited Space - Whether it's a 30 second spot, an online display ad, radio commercial or print advertisement, there is simply just not enough time or space to tell a story that engages. Plus, you have to share it with many others who want to sell, sell, sell.

2. Rent Not Own - With traditional media, you are renting a tiny portion of space from another company to pitch your product or service. You don't own much besides your own creative, and once the ad program is done...poof, all gone.  There is no substaining life beyond the program in most cases.

3. Inefficient - Even as traditional media gets better at targeting, it's still lacks the effeciency of targeted customer programs. Whether you admit it or not, much of the message goes unnoticed or ignored by prospects and non-prospects alike.

There are many more reasons, but you get the point. If the goal is engagement, and you get engagement by telling stories, traditional media is a dead end. Brands need have conversations with customers, to help shape conversations in an educational or fun manner. Traditional media makes that difficult, if not impossible in most scenarios.

Custom Content Rolls
Yes, traditional media is not coming back - ever. There are too many choices for both brands and customers today - and too many more effective choices.

At the same time we talk about the "flatness" of traditional media, custom content continues to grow. According to Veronis Suhler Stevenson, the industry is now growing faster than any other category except for word-of-mouth. The money that once went to traditional forms of media, is now being invested in targeted, relevant and compelling information to customers. The money is not going way. It's being reinvested.

So don't be sad. It's just like when someone reallocates their 401k investments. We used to be overweight in traditional, underweight in content. The process is underway to reverse that trend.

So, if you are a financial adviser to the brands, traditional media would be a bad investment right now, while custom content would be good. Where do you think you'll get the best return?

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Journalism + Marketing = Content Success for UPS Compass

I had the pleasure of being at the ABM/FIPP Global Media Conference for the past few days in New York City. One of the panels was on the growth of custom media solutions, featuring Jane Ottenberg (The Magazine Group), Kirk Cheyfitz (Story Worldwide) and Michael Hofelich (Forum Corporate Publishing/Germany).

There were a lot of takeaways, but the key finding from the panel was that the future of marketing is a combination of journalism and marketing.

Kirk Cheyfitz's presentation hit on key points for marketers...

In the advertising age, 2% conversion on any ad is considered a success.  That model is not only deteriorating, it's simply not enough.  Our goal must be 100% engagement in the brand.

To do this, marketers must learn the best practices of journalism and execute that through their marketing programs. Journalism is the key word here.  This means hiring the best journalists in your industry to "tell the story."

Marketers today have two choices when communicating to customers - either give them relevant, compelling information or give them a good time.  Without either one, engagement is impossible.

Kirk used an example from the UPS custom magazine/microsite Compass. Before Story took on the Compass project, they were sending up to four different magazines/newsletters to customers, each of which were disjointed, and were not driven by "true" journalistic principles.

Over the past few years those four communication vehicles transformed into Compass, a quarterly magazine to UPS business customers that include nine different versions specific to each customer segment. Story hired freelance journalists from the leading business publications in North America to help tell the UPS customer story.

The results: Over 90% actively read and benefit from the UPS case studies. But more importantly, 35% have been prompted to try a specific UPS product or service after reading the magazine.  Now that's engagement.

They key: invest in your own content.  Stop renting media...own the media, be the media.

This is not just a trend, this IS the future of marketing. Most business and consumer brands haven't realized this yet. We are still in the first inning of this transformation.  Those that step to the plate now will be ahead of the game.

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Add Content to Your Website without Adding Content

If you are reading this, you already realize the need for great content on your website. But you also know the challenge to creating relevant, compelling and consistent web content - it's hard.

One application you might want to consider that takes no additional content-creation time is the Google Custom Search Engine. We've been using Google Custom for over a year now on Junta42.com, and although it won't answer any major content issues you have, it's a valuable tool to add to your content arsenal (some call this tool "vertical search").

Here's How Google Custom Search Engine Works
You first need to program Google Custom into your current website or microsite.  From talking with the developers that programmed mine, it's relatively easy. You pick the format and the brand elements. Most of it you can do without programming knowledge.

Second, you add websites that you want Google to search that will define your targeted search results. For example, if you are a welding distributor, you might want to include content from Welding Magazine or Miller Electric. You can include as many websites as you want. The goal here is to only include those sites that have the type of content you want to show your customers and web visitors.

Now, when someone types in a keyword, it will search the content from all the sites you have in your Custom Search database.

The image on the right is about 20 of the 153 websites we have as part of Junta42 Custom Search. You can see how easy it is...just type in or paste the URLs and you are done.

"No Results" Are for Losers
We initially used Google Custom because we didn't have much content when we launched the site last summer. We launched with around 100 articles in the system, and we were afraid to have too many "no results" responses if someone typed in a long-tail keyword into our search bar.

Google Custom to the rescue. By integrating Google Custom into our search, we were assured that we would have results for any type of search, and could point our customers in the right direction, even if the content wasn't on our site (which is always okay with us).

Now that we have more than 2,000 articles, we only use Google Custom for results that return a low amount of articles or no results. In the example to the right, I typed in "welding" as the keyword.  Since our site wouldn't return much on welding (only one article), Google Custom results show up underneath, consistent with the look and feel of the rest of the site. We call them "Google Targeted Results."

If you are looking for a quick and easy tool that can give your online users a better overall experience in finding the content they are looking for, you may want to give Google Custom a look.

For those of you who need a more robust solution, check out the folks at Convera, who do an outstanding job launching vertical search portals in a variety of industries. They include some excellent examples as well.

Related Articles:

• Do What Google Does with Your Content Marketing
• Will Cuil's Search Engine Dent Google's Armour?
• Is Data-Driven Content the Next Killer App?

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Video Is Not About You - It's About Your Customers

The article below was featured in the latest issue of ContentWise.  ContentWise is a monthly eZine that I would recommend for anyone interested in content marketing.  Standard subscription is free.

More and more corporations are using video as part of their overall marketing strategies. Once a high barrier to entry due to the sheer expense of video creation, production and marketing, businesses can now launch effective video tactics with just a few thousand dollars.

This also creates a problem. Because it is now so easy to create a video, and the proliferation of video sharing sites such as YouTube (among others) is ever increasing, there are more bad videos available than ever before.

What’s happened is that businesses are continuing to focus on the “technology” and not the core reason why videos are successful – great content and storytelling targeted to a specific customer segment.

If you are considering video as part of your integrated marketing strategy, here are the success factors.

Tell the Story, Not Your Story
Like any valuable, relevant and compelling content you create, a video is not about you, it’s about your customers. This is the biggest challenge for a corporation to overcome. So many times businesses want to talk about their products and services, or position one of their executives as an expert. That’s all fine and good, but if the video does not meet the informational needs of the individual watching it, it won’t be watched.

The solution is simple. Develop a keen understanding of the customer or prospect group you are targeting. What are their key challenges? What do they need to know to be more productive at work, or live better lives? Why is your message important in the first place?

Once that is established, you can then weave in your marketing objectives into the video content without selling to them. Remember, your goal is not to sell them, but to help develop a conversation with them. Without valuable content, there is no possibility of a conversation.

Forget the One-Timers and Think “Series”
Like any other successful communications program, consistency is the key. Many businesses create video in hopes of that viral one-hit wonder. Really successful corporate videos build upon each other. Sites like willitblend.com or askaninja.com didn’t just produce one video and sit back. They planned for ongoing and consistent videos with a content plan focused on their target customers.

Share It, Don’t Own It
Just like your brand doesn’t belong to you anymore (it belongs to your customers), treat your videos the same way. Don’t just expect your customers and prospects to only go to your website to view the video. Populate it wherever your customers may be, whether YouTube, Facebook or probably most fitting, the industry media sites and portals in your particular niche. Your goal is for your video to be watched, so that you can change or maintain a behavior. Knowing where your customers are prone to “engage” in your content is key.

Focus on Content over Production Value
The days of six-figure videos are over. Today’s consumers are very accepting of “YouTube quality” video, which are sometimes viewed as more credible and “real” to certain consumer groups. What are your current customers viewing habits? That question will save you a ton in production expenses.

Get Outside Help
When the sales and marketing department produces video without outside help, there is an uncontrollable urge to actively sell in it. Hire a journalist or video content specialist to give you a third-party view that will help remove the rose-colored glasses.

Video lets customers view, see and hear things not possible with other formats. The technology is great, but it’s the targeted storytelling that will define your success and bring out the “human” side of your company.

Related Articles:

• A Video Case Study That Works: Burger King Whopper Freakout
• The Traditional Advertiser/Customer Relationship
• The Power of Custom Video

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