10 Content Marketing Tips to Start Now for 2009
One of the reasons I love my job is the different kinds of people I have the opportunity to interact with. Over the past year, I've met with entrepreneurs, thought leaders, agency executives, top marketers, social media gurus, publishing veterans, authors and others - all with particular insights and challenges about how to sell more, do more and be more.
If 2008 was the year social media went mainstream, 2009 should be the year of content marketing, the corporation as media company, the brand as publisher and broadcaster. Why? Because everyone of those incredibly intelligent people I met with, in some way or another, told me that the difference for brands who make it versus those that don't will be relevance. How can we, as brands, be relevant to our customers? How can we create and develop real relationships with them? How do we engage?
As my friend and colleague Kirk Cheyfitz has said over and over - brands can do only two things to create the goal of 100% engagement - we can inform our customers - or give them a good time.
To help, I've put together 10 tactics that I believe you need to seriously consider NOW as part of your 2009 content plan (not in any particular order).
- Tell the Story Differently through Different Media - It's frustrating to watch the sheer number of marketers tell a great story, but repurpose that story the same way in all their media. Ian Alexander over at Eat Media constantly harps (and rightfully so) on the concept that the story you tell in print versus mobile versus website versus video must be told in a very different manner. Seems obvious, but it's not done. Most commonly, this mistake is made from taking a print custom program and just putting it online. Do you engage with content in the same way in print as you do the web? Most likely, you don't. Do not expect more of your customers than yourself.
- Raid Traditional Media Outlets - As traditional media continues to lay off the best journalists in the world and layoffs and bankruptcies abound, your opportunity to acquire talent has never been greater. Of course, I'm biased a bit that I believe most marketers should outsource their content and find great providers through our service, but this opportunity is too good to be true. First, the talent is available now. Second, expert journalists are very open to working with corporations today. Third, you need great content to survive as a marketer. To do this, you need talent that understands how to tell a story. Go get that talent today while there is still time (and before they all start up their own content marketing businesses).
- Why Partner with Media Companies, Just Buy Them - Granted, this is for the larger marketers among us, but a great strategy nonetheless. Paul Conley just posted an excellent read on the shape of the media industry, and his #1 prediction was that content marketers may start to buy b-to-b media companies. I've agreed with this strategy ever since I was at Penton (when I thought Penton should be purchased by eBay Business - and still think it's a great idea for both). Remember, a media company is all about connecting buyers and sellers. Corporations need to do that as well, they only want to limit the number of sellers (to one).
- Time to Start Using Twitter - I will agree with you...I thought Twitter was stupid when I first tried it. Now, it is an indispensable tool, where I've increased my network, formed partnerships, and led to new business opportunities. To understand the true power you need to use a tool like TweetDeck, which is the ultimately reputation management tool if you can't afford a real reputation management tool. Check out this article by Ann Smarty on using Twitter for Business, as well as Shama Hyder's 101 Ways to Rock Twitter. And finally, if you are distributing relevant content, try sending your RSS feeds through Twitter by using TwitterFeed.
- Get Serious about a Content Audit - In all honesty, this is a huge task and very challenging to look for all the pieces of content in an organization from the inside. If you are serious about performing a content audit, look to an outside expert to execute it. For example, they will look at all your forms of communication and the information you are sending out in order to make recommendations on how to create and fine tune a consistent and relevant message to your customers and prospects. This includes all the content you have on the web and what's circulating around your company. Just think about your website…is it consistent? Does it communicate your vision? If you are serious, we have a number of providers in the Junta42 Match system.
The results of the content audit will help define the purpose, context, types, topics, voice and style for your content marketing plan. With this information, you’ll have a good handle on where you are currently, and where you need to be in relation to your customers. Hat's off to Kristina Halvorson at Brain Traffic for showing me the light on content strategy. - No Reputation Management System? - Work on Your Google Alerts: Of all the listening tools out there, Google Alerts is probably the one I use the most (even more than Twitter). The way Google Alerts works is that I can monitor keywords and brand names, and whenever anyone mentions them on the Internet, I’ll get a notification. As a rule, when anyone blogs about me, my company, or my book, I want to know about it and comment to them. Google Alerts helps me find most of this.
But where this is really of value is to find out what people are saying around they topics that are important to you and your customers. For example, by monitoring the term “content marketing” over the past couple years, I’ve really gained insight into how the definition has broadened and how more people are using the term in general. It also introduced me to thought leaders like Chris Brogan, who regularly posts and advocates the use of content marketing.
We can help shape the conversation through our own content because we know what’s being talked about on other sites.
So, how do you do it? Google Alerts is a free tool. The first thing you need to do is create a Gmail (or Google mail account), which is also free. Once you have a Gmail account, just type in your keywords into Alerts and set your notifications. To use exact phrases (recommended), try using parentheses like so - "content marketing". - Assign a Chief Conversation Officer - Whatever you call it, make sure someone is in charge of listening to customer conversations through blogs, Google Alerts, and Twitter. Have that person be the personality for your brand. Customers want to talk to other people, so it’s very important that you put a human face on this.
Remember, a successful content marketing strategy is dependent on how well you know the customer's informational needs. Listening is required.
Here’s an example why you need ownership. Type in "Kodak" into Twitter Search and you'll find that there are hundreds of people just in the last day that are talking about Kodak in one way or another. This takes someone’s full time attention to monitor what customers and prospects are saying (which is why Kodak has Jennifer Cisney @KodakCB as their Chief Blogger). If done right, and with transparency and honesty, there may not be a better way to gain loyal customers than to interact with them in a personal way through social media. So, I encourage you to take a very serious look at assigning an owner to your social conversation management. - Are you BtoB? If so, choose to "Be the Media": Heck, BtoC can do this as well (it's just more challenging). Most brands don’t look at themselves as publishers or media companies right now. This is starting to change. Over the next five to ten years, content marketing – or whatever the phrase is – will be the engine behind most of the marketing that happens around the globe. That’s because buying behavior has changed, and will never go back to the days of mass marketing. I believe the early movers in providing best of breed industry and educational content will have a clear advantage and be able to position themselves as trusted content providers – which in the long run – will position them for sales and profit growth. It’s not easy, and right now it takes work to measure, but, as Seth Godin has said, Content Marketing is the only marketing left.
Point is, don't wait for your industry's trade publication or online resource to cover an important topic - important to you and your customers. Go out and develop that information yourselves. Become the trusted content provider in your industry. Not only a good thing to do for your customers and industry, but believe me, it will be good for your bottom line. - Find Someone to Be Your Publisher/Media Company - Yes, even though I believe you should grab the journalistic talent when you can, partnering with an organization that focuses on content 24/7 is just a smart move.
You need someone to own your content process. Select someone to be your turnkey publisher. In my experience, marcom people are not necessarily the most qualified to create story-driven content. So, if you are serious about growing your business through content marketing, find the expertise now.
Once you select your publisher or journalist as part of your content team, you should expect them to assist you with the following:- You can count on this group to help you develop the content plan. This means that they need to have the best understanding of your customer’s informational needs, and make sure that you have a plan to communicate to each of your customer segments – valuable, relevant and compelling information. This will involve surveys and discussions with your customers and prospects, and from that you can create a buyer persona for your customer, which is a detailed representation of who your buyer is.
- Now, Once the content plan is created, you may be asking what types of programs you may need to execute. This will ultimately be dependent on your content plan and the kinds of information that you need them to receive.
So, you need case studies, interviews with customers about challenges solved. Industry white papers or ebooks that cover a key topic that your customers need to be educated on. White papers are generally done quarterly by even smaller organizations. For webcasts, you can produce webcasts for resellers, educating them on what’s going on in the industry so they can sell better, or communicate with webcasts/webinars directly to customers. Key for webcasts is to do it consistently. Many brands partner with media companies to use webcasts as lead generators. When done right, there may not be a better lead generator than webcasts.
Believe it or not, custom magazines are still growing, and yes, in print. Most consumers still enjoy reading print magazines, and even with all the Internet hype, readership in magazines hasn’t gone down. For distributing in depth information and positioning yourself as a true solutions provider, custom magazines or even online digital magazines are a good choice. With custom magazines, think retention for your very best customers.
eNewsletters are the most popular content vehicle, and unfortunately most are pretty bad. You have an opportunity to really position yourself as an expert if you deliver consistently valuable content instead of news release/press release type information. I've always loved what the folks at IMN do with their Pro&Content eNewsletter.
And finally, social media community sites/blogs and content-focused microsites are all growing in popularity. The key to any successful blog or social media site is this: If you can’t handle customer comments that may be negative in nature, don't go in this direction. Some companies mask the openness of a blog but don’t allow comments. My question to that is, what’s the point? Also, the content needs to be good, and it needs to be personal. Ghost writing a blog is possible but tough…to make this successful you really need a company personality…but your content provider/publisher can help you get the direction right.
Those are just a few…remember, every communication challenge is different, and may require a different content initiative - which is why an expert publisher is so important. Also, for the most part, none of these initiatives work independently. For example, there is no such thing as just a custom magazine. There is always an online component, which may be a microsite, additional web content, white papers and more - and in each of those media channels, the story needs to be told differently for maximum engagement. - All this is Meaningless Unless You Measure: Yes, content marketing is a good idea for any size company, but without measurement, how do you have any idea what is working? My former boss at Penton Media, Bill Donahue, used to preach to me all the time that "Hope is not a strategy". Even hope, without an idea of a preferred end result, may actually be defined as insanity.
Before you launch any content initiative, create the content strategy around your marketing program, and be very specific with how you will measure success. Use numbers whenever you can to quantify your plan. Then, have your management buy off on those numbers to support your content plan. Although we finish with this strategy as our last, it probably should be the first. Successful content marketing plans need at least six months just to get any traction at all - so plan for a minimum of 12 to 18 months and continually modify your plan as you gain customer intelligence.
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